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Building Your Business Case . Nathan Birtle Northern Europe Sales Manager nbirtle@arbortext.com. Arbortext Overview. World leader in applying XML technology Software for SGML/XML creation, management and personalised delivery Over 250 Global 2000 customers
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Building Your Business Case Nathan Birtle Northern Europe Sales Manager nbirtle@arbortext.com
Arbortext Overview • World leader in applying XML technology • Software for SGML/XML creation, management and personalised delivery • Over 250 Global 2000 customers • 40% compound annual growth over last 3 years • Privately held; funded by Norwest, Invesco
Building the Business Case • Review Purpose for Case • Communicate your case to the Organization • Calculate Savings • Calculate Increased Revenues • Calculating Costs • Impact on Market
Basics of the Case Improving the efficiency of “all” vital business information • as part of the product • as part of your service • as the product itself Treating “document” content like any other relational database data:automate, process, reuse, and extract for use in a limitless variety of ways • Contents of documents = Unstructured data • Contents of relational database = Structured data • XML/SGML = Consistency, structure to all content
What type of information do you most want to automate and reuse • Functional specifications • Design specifications • User’s guides • Test plans • Manufacturing instructions • Operating guides • Training books • Service manuals Mission Critical Documents
Alternate Outputs Additional Versions Additional Languages Combine Combine Convert Convert Cleanup Cleanup World Wide Web Engineering CD-ROM ConvertCombineReviewmark-up Users Guides Workflow WP Product Manuals Contribute Specifications Combine Revision Control Convert Cleanup XML and SGML Contribute Research PDF ConvertCombineReviewmark-up Combine Convert Cleanup Current Situation Original Documents Create/Edit Format for Output Contributors Multiple Suppliers
Proprietary Publishing Process with DMS and Database • Characteristic: linear process, no automated reuse • Creation: Create information structured as paper documents • Reuse: Locate the document automated by DMS • Some manual copy and paste source some links • Maintenance: apply changes to source and re-convert, or apply changes to each set of files individually (each change repeats the entire process) • Version control: track documents automated by DMS • All deliverables: convert to target format and cleanup for each type of required deliverable
World Wide Web CD-ROM assemble document Users Guides Product Manuals and apply format Specifications XML and SGML PDF Engineering Research Building a case for... • All Document Versions • Assemble Objects (automatic or manual) • Original Content • Create/Edit doc objects • Apply format and output (automatic) • View objects within whole documents containing objects being authored by others • Update Objects ContributeReview Seamless integration Contributors
Automated Document System • Characteristic: enables concurrent authoring/review and automates composition and publishing • Creation: Create documents as objects of information • Reuse: Locate the source automatically • Establish link(physical or logical) • Maintenance: Apply changes to source and automatically update all documents containing that source information • Version control:automatically track documents and individualinformation objects • All deliverables: automatically generate all target outputs
Benefits Summary List • Reduced Cost • reuse existing information (maximize your assets) • eliminate redundant processes • reduce unnecessary steps • Increased Productivity • reusing instead of recreating information • concurrent processes (collaborative creation, revision, update) • shorter revision and update cycles • automatically generated deliverables (custom) • Increase Customer Satisfaction • better access to information (search, right format, etc.) • tailored information • up-to-date information • Faster Time to Market • claim a larger share of the market life cycle • gain competitive advantage
Impact throughout the organization Engineering Manufacturing Research Mkt/Sales Suppliers IT Customers Services
Marketing Reduce cost and increase productivity AT&T Corp. is the world's premier voice and data communications company, serving more than 80 million customers, including consumers, businesses and government. With annual revenues of more than $53 billion and 109,000 employees, AT&T provides services to virtually every country and territory around the world. Real results include: • Improved & automated information management platform & processes. • Improved information integrity, retrievability, consistency. • Reduced manual processes. • Eliminated duplication of information from multiple sources.
Online Publishing Making Production Easy; Future-Proofing Information PC World Online, the online counterpart to PC World Magazine, must create original web content as well as flow content from its print-based publication into electronic formats. Real results include: • Faster content delivery • Editor efficiency • Design consistency • Improved reuse of information • Customized content • Reduced webmaster bottleneck • Foundation for the future
PC World 2 days to 2 hours 10% of previous time to publish old articles
Finance Design+Dev. Customer Care Sales+Mkt Control Costs Time to Market Fast Problem Resolution Revenue/Comp. Edge • Maximize Return on Assets • Greater Capacity (reuse) • Increase Lifecycle of Assets (future-proof) • Automate Manual Processes • Search • Reuse • Automate • Collaborate • ConcurrentProcessing • Up-to-date, Accurate Information • Available at the Time of Need • Custom, Tailored Documents • Reduce Support Service Costs • Reduce Repeat Service Costs • Claim more of Market Lifecycle • Offer a wider range of product • Gain Competitive Advantage • Beat Competition • Maintain Market Leadership Impact Throughout the Organization Corporate Goal: Maximize Profitability
Organizational Impact Benefits Summary • Eliminate unnecessary and redundant processes - reduce overall cost of goods • Use existing information to do more - increase value of information assets • Quickly and easily incorporate feedback - improve customer services and delight customers • Improve information flow - reduce time to market
Application Metrics • 20,000 content pages, 10% revised annually, 10% obsoleted • 2,000 new content pages annually • 20 full-time content creators • 3 languages • Print, CD-ROM, Web versions • 30% of creators time spent on formatting • 70% translator efficiency
Cost Metrics for Savings Calculations • $150/page to create new information • $10/page to convert data between different formats • $100/page to translate in other languages • $150/hour for engineering time • $75/hour for technical writer time • $75/hour for help desk and field service
Reductions in Costs • Creation • Enabling reuse reduces redundant effort by 80% to 20% • Automatic formatting reduces content creation costs by 33% • Translation • Reuse reduces translation costs by 20% to 80% • Publishing • Automating alternate format publishing saves conversion costs
Danfoss Large manufacturer - based Denmark, $2B dollars revenue Issues Time to market Many product adaptations Increasing number of languages Writer spending too much time (60%) on layout Results Reduce master manual dev time by 50% Reduce external translation costs by 50% Reduce external DTP by 100% Reduce manufacturing time by 50% (6 to 3 weeks) Reduce small product changes from 4 weeks to 1.5 days.
Calculating Your Return Let’s Look at the Numbers! ROI calculator available during Arbortext web seminars see www.europe.arbortext.com
Additional Costs • Current system maintenance vs upgrade cost • Cost of doing nothing vs cost of change • Market share losses...
12 months Create Review Translate Publish Getting to Market Sooner! 1.8 months Eliminate formatting from creation automatic publishing 40% Creation 95% Publishing Modularized information 50% create, review, translate Concurrent processes 80% elapsed time in review and translate
100% 100% 25% 25% 20% 30% 69.9% 25% 25% 1.9% 18% 35.9% 9% 1.9% 12.5% 12.5% 15.9% 1.9% 2.5% 2.5% 9% Create Review Translate Publish Getting to Market Sooner! 15.9% 40% Creation 95% Publishing 50% Create, review, translate 80% Elapsed time in review and translate
12 mo 1.8 mo Two Year Market Life Cycle Impact on Revenue Gained Revenue
Increased Revenues and Market Share • If you adopt XML a full solution first: • Short term gain = achieve greatest revenue by claiming larger portions of the market life cycle • Long term gain = capture the market leadership position with the best chance to sustain it You stay ahead of your competitors • If your competition adopts first: • Short term loss = less than optimal revenues by claiming smaller portion of the market life cycle • Long term loss = difficult and expensive to attain market leadership position…if not impossible! Competitor stays ahead and you keep playing catch-up
Business Case Conclusion • Reduce Costs • Increase Revenues • Shorten Time to Market • Improve Customer Satisfaction = Better Bottom Line
For further information www.arbortext.com ROI calculator available during online seminars see www.europe.arbortext.com