“next-generation web catalogs – what’s next?”
DESCRIPTION
“Next-Generation Web Catalogs – What’s Next?”. Live Poll #1. How does your company currently do business online? Online catalog hosted on your website Online marketplace hosted on your website Online marketplace hosted on another website Some combination of the above None of the above. - PowerPoint PPT PresentationTRANSCRIPT
This month’s topic:
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“Next-Generation Web Catalogs – What’s Next?”
For audio, dial +1.877.213.9650 (US and Canada) or +1.706.634.0734; password = “Power Hour”
Live Poll #1How does your company currently do business online?
A. Online catalog hosted on your websiteB. Online marketplace hosted on your websiteC. Online marketplace hosted on another
websiteD. Some combination of the aboveE. None of the above
For audio, dial +1.877.213.9650 (US and Canada) or +1.706.634.0734; password = “Power Hour”
Agenda• Today’s e-catalog
solutions• Pluses and minuses• Opportunities for
improvement for your customers and yourself
• Arbortext products• Q&A
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Live Poll #2What is the most significant issue in maintaining your website?
A. Generating contentB. Retaining website staffC. Meeting management goalsD. Keeping the site upE. Maintaining site performance
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The reason we’re here• “What is the most significant issue in
maintaining your website?”– 43% -- Generating content– 17% -- Retaining website staff– 16% -- Meeting management goals– 14% -- Keeping the site up– 10% -- Maintaining site performance
-- E-Commerce Enabler Software; Rapid Growth and Faster Change, Tucker Anthony Cleary Gull
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E-Catalog Approaches• PDF version of print
catalog• Hand-crafted Web
pages• E-catalog software• Internally developed
system
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PDF Catalogs• Unsuitable for browsing
online• Opaque to search engines• No linking, especially
across documents• No integration with
shopping carts• No personalization• Resellers can’t reuse• Limited update frequency
For audio, dial +1.877.213.9650 (US and Canada) or +1.706.634.0734; password = “Power Hour”
Hand-Crafted Web Pages• Time-consuming to
develop and change• Typically limited in
depth and breadth• Out of synch with print
catalogs• Broken links• No personalization• Manual reuse
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E-Catalog Software• Moderate integration• Lots of “data scrubbing”• Limited descriptive info
– just for selling• Point solution
– Out of synch with print catalogs
– Requires high-level expertise and ongoing maintenance
For audio, dial +1.877.213.9650 (US and Canada) or +1.706.634.0734; password = “Power Hour”
Internally Developed System• Complex development on Web
app servers and databases• Lots of “data scrubbing”• Limited descriptive info – just
for selling• Content owners can’t run the
process• Out of synch with print
catalogs• Requires high-level expertise
and ongoing maintenance
For audio, dial +1.877.213.9650 (US and Canada) or +1.706.634.0734; password = “Power Hour”
Live Poll #3What approach does your company take for online catalogs?
A. PDF catalogB. Hand-crafted Web pagesC. E-catalog softwareD. Internally developed systemE. None of the above
For audio, dial +1.877.213.9650 (US and Canada) or +1.706.634.0734; password = “Power Hour”
War Stories• Company buys from its
competitors because it lacks product information
• Separate divisions look like different companies, leading to brand erosion
• Company’s separate Web and print processes lead to high errors and costs
• Leadership in a commodity market gained through high-quality information on all media
• Company selling obsolete products forced to substitute better products
• Prospects experience “Web rage” after 12 minutes of unproductive searching
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Content = Business“Good content is absolutely critical to the development and livelihood of B2B e-Commerce, but its role is frequently misunderstood and its significance is under-appreciated”
– Goldman Sachs
“The more content-oriented a site is, the more reason it gives people to buy. Content is one of the main drivers of purchases online…”
– Forrester Research
“It’s a nightmare. Suppliers don't have usable content in their back-end systems. Buyers can't make sense of disparate product data coming from all their suppliers.”
– AMR
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Opportunities for Improvement• Offer all of your information – both for product
selection and self-service• Information ideally substitutes for the salesperson
and service/support person• Deliver easily navigable and personalized
information• In synch with print, CD-ROM, any other media• Implement highly automated processes• Reduce system maintenance and TCO
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Underlying Technical Needs• Capture all product information (both pre-sale and
post-sale info)• Store in a single source that is the “single source
of truth” for optimal quality• Content must be media-neutral and processable
– Automated delivery to Web, print, PDF, CD-ROM, other– Automatable for greater functionality– Precise personalization– More targeted searching– Consistent in appearance and organization
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Why XML Meets the Needs• XML encodes both metadata and content• XML represents any type of information in a media-
neutral, absolutely consistent format• Consistent data enables
automation• Automating content processing
and delivery allows you make your content more dynamic, more appropriate, more useful and more adaptable
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XML – reality vs. hype
• Pitfalls– “Check box”
item– XML usage
vs. XML support
– Partial solutions
• Positives– Web standard– Widely
supported– Highly
adaptable– Stable
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Capturing Content
• Today, product information comes in word processing and desktop publishing formats
• Aggregating content from multiple formats into XML is the key
• But it’s hard: inconsistency inhibits conversion
YOU
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Live Poll #4How important is XML content to the future of your online business?
A. ExtremelyB. Very muchC. A littleD. Not at allE. Don’t know
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Overview of Arbortext• Largest supplier of XML software for creating and publishing
information on multiple media• Founding member of W3C XML Working Group• Over 40,000 seats installed worldwide• More than 300 Global 2000 customers• Worldwide presence
BostonAnn Arbor
San Jose
London Paris
Tokyo
Munich
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Intermarket:Content That Means Business
• Deliver personalized product information to Web, print, PDF, CD-ROM and wireless from a single source
• Deliver content to multiple marketplaces from a single source
• Capture, create and maintain rich catalog content and post-sale self-service information
• Serve customers globally
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Live Poll #5How easily will your current web systems meet your future content and commerce needs?
A. Extremely difficultB. Moderately difficultC. Moderately easyD. Extremely easyE. Don’t know
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Intermarket
Epic Editor (XML)
MS Word
FrameMaker
Web forms
Interleaf
Rich Catalog and Self-Service Content Rich Content Distribution
E3
Repository
Market- places
XML/DOM foundation for unlimited flexibility and fast time to results
Intermarket Overview
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PDA
OEB
WAPWeb
Intermarket ArchitectureEpic E-Content EngineAggregationTransformationPersonalization Integration
AdministrationRepository
Content Manager
User/Group Manager
Content Loader
Interchange
Syndication Manager
Print/PDF
Print Composer
Wireless Composer
Web Composer
Syndication Engine
Syndication
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Multiple Catalogs• Create multiple catalogs
based on a single source of content; e.g.:– Functional area (Electrical and
Plumbing)– Location (Dallas Division and San
Jose Division)– Customer (Premier Customer and
Standard Customer)– Media: Web, print, CD-ROM,
wireless
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Catalog Functionality• Navigation – Multiple Taxonomies
– Unique product classification schemes– Standard schemes (e.g., UN/SPSC)– Unlimited levels of classification
• Search (direct and synonym-based)– Full-text– Product and
property search
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Capture Structured and Unstructured Content
• Content Loader captures content from:– Other marketplaces– XML databases– Excel spreadsheets– CSV files– Word documents– FrameMaker documents– Interleaf documents– Relational databases
• Direct creation of rich content– Client-based Epic Editor– Browser-based Epic Editor– Browser-based Web forms
Interleaf
FrameMaker
MS Word
Excel
CSV Files
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Multiple Languages• Multiple Languages
– Designed from the ground up for multinational applications
– All user interface components
– All content– Automatic selection
based on profile
For audio, dial +1.877.213.9650 (US and Canada) or +1.706.634.0734; password = “Power Hour”
Content Exchange (syndication)• Import and export
catalog content through the Open Applications Group (OAG) exchange model (or any other data model)
• Syndication Manager– Manual control– Scheduled distribution– Event-driven distribution
(e.g., workflow approval)
E3
OAG
xCBL
cXML
BizTalk
Others
BizTalk
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Live Poll #6How would you rate the usefulness of the information you received at this webinar?
A. Very usefulB. Moderately usefulC. Slightly usefulD. Not useful at allE. No comment
This month’s topic:
For audio, dial +1.877.213.9650 (US and Canada) or +1.706.634.0734; password = “Power Hour”
Thank You!To learn more about delivering world-class product information with Intermarket, please call +1 734.997.0200 or go to www.arbortext.com.
PG Bartlett: [email protected]