Global Digital Content Management: Today & the Future

1. Global Digital Content Management: Today & the Future Todd Karnig Director, Global Content Acquisition Hewlett-Packard Company

2. Changing Business Environment • Increasing number of people accessing information worldwide • Availability & accessibility of information • Increasing impact of language on customer purchases • Interactivity of content

3. “85% of people surveyed consider pre-purchase information in their own language critical for major purchases.” Common Sense Advisory, September 2006, from a survey in which more than 2,400 people were surveyed in eight non-English-speaking countries

4. “Three out of four respondents agreed that ‘When faced with the choice of buying two similar products, I am more likely to purchase the one that has product information in my own language.’” Common Sense Advisory, September 2006, from a survey in which more than 2,400 people were surveyed in eight non-English-speaking countries

5. Building the Brandand the Customer Experience “A brand is the essence of a company. It turns a generic category or commodity solution into something special, and worthy of customers’ attention and commitment. And it solves problems for customers.”- HP Corporate Marketing

6. HP Global ContentBusiness Requirements • Corporate brand standards are used correctly and pervasively, worldwide • The appropriate content gets to the customer when the product is released • Product content is presented in the local language

7. Operations in more than180 countries 150,000 employees 70,000 service partners 210,000 sales partners 80,000+ active HP products 400,000 total including third-party products $91B in net revenue Over 60% of revenue outside the U.S.!!! HP—looking at scale

8. APJ HP.com LA eCommerce NA Extranets EMEA Call centers Printers Channels Servers Sales force PCs Off-line The Problem We are Solving

9. Vision The right content is available to customers in their own language, at the right time, in the way they want to see it, and at a sustainable cost to HP

10. Reference StructuredData UnstructuredData Strategy: “Create Once, Use Many” Content users Content owners BU & Region HP.com Customer PCs APJ Customer Global Info Mgmt Tools Processes Business Rules eCommerce LA Printers Off-line Customer NA Channel Portals Servers EMEA Sales Force Portals Content Creators

11. Publish Create Provision Acquire Store & Manage Localize Unstructuredcontentrepositories Off-line Customers & Channel Translation &Localization BU & Regioncontent creators Delivery Documents PCs APJ On-line Structuredcontentrepositories Printers LA Catalog management E-comm. Servers PDM,Pricing,ReferenceSystems NA Services Sales Teams Sales info EMEA Sales tools Other T&L users Standards & Policies Solution

12. Solution Challenge:Getting everyone to agree! Publish Create Provision Acquire Store & Manage Localize Unstructuredcontentrepositories Off-line Customers & Channel Translation &Localization BU & Regioncontent creators Delivery Documents PCs APJ On-line Structuredcontentrepositories Printers LA Catalog management E-comm. Servers PDM,Pricing,ReferenceSystems NA Services Sales Teams Sales info EMEA Sales tools Other T&L users Standards & Policies

13. Solution Publish Create Provision Acquire Store & Manage Localize Unstructuredcontentrepositories Off-line Customers & Channel Translation &Localization BU & Regioncontent creators Delivery Documents PCs APJ On-line Structuredcontentrepositories Printers Challenge:How granular should the content model be? LA Catalog management E-comm. Servers PDM,Pricing,ReferenceSystems NA Services Sales Teams Sales info EMEA Sales tools Other T&L users Standards & Policies

14. Solution Challenge:How can we maximize quality while minimizing cost? Publish Create Provision Acquire Store & Manage Localize Unstructuredcontentrepositories Off-line Customers & Channel Translation &Localization BU & Regioncontent creators Delivery Documents PCs APJ On-line Structuredcontentrepositories Printers LA Catalog management E-comm. Servers PDM,Pricing,ReferenceSystems NA Services Sales Teams Sales info EMEA Sales tools Other T&L users Standards & Policies

15. Solution Publish Create Provision Acquire Store & Manage Localize Unstructuredcontentrepositories Off-line Customers & Channel Translation &Localization BU & Regioncontent creators Delivery Documents PCs APJ On-line Structuredcontentrepositories Printers Challenge: How will we syndicate? LA Catalog management E-comm. Servers PDM,Pricing,ReferenceSystems NA Services Sales Teams Sales info EMEA Sales tools Other T&L users Standards & Policies

16. Solution Publish Create Provision Acquire Store & Manage Localize Unstructuredcontentrepositories Off-line Customers & Channel Translation &Localization BU & Regioncontent creators Delivery Documents PCs APJ On-line Challenge: How do we get publishers to adopt? Structuredcontentrepositories Printers LA Catalog management E-comm. Servers PDM,Pricing,ReferenceSystems NA Services Sales Teams Sales info EMEA Sales tools Other T&L users Standards & Policies

18. 47 countries & regions 35 languages 81 product lines 1.5 million web pages

19. 145+ direct publishers 3500+ indirect publishers

21. Customer and Partner Benefits

22. Vision for the Future

23. Technology and social factors converge to create social computing Technology • Cheap hardware and software reach the masses • Computing power migrates to the edge of the network Technology increasesthespeed and force of social change Social Computing Social forces shape technology development and custom applications Social change • Aging consumers look to technology to support families and communities • Younger generations pioneer the use of personal networks and viral communication Source: Forrester

24. Consumers are taking matters into their own hands Only 42% of consumers say they even “somewhat” trust newspapers Consumer trust is falling 52% of consumers say brand trumps price, down from 59% in 2000 Consumers are less brand loyal Consumer-to-consumer activities are growing C2C eCommerce, messaging, blogs, camera phones, video phones Source: Forrester

25. Five key trends have emerged RichCustomer Experiences • Active interactions • Pageless designs • Users do not browse pre-selected paths • More relevant information Virtual Conversation • Users actively trying to improve online experiences • Communities integrated into product ownership • Searchable databases Crowd Power Device Independence • Internet anywhere, anytime, anyplace • Space between media & devices is blurring • Functionality reaching outside the base domain • Open interfaces Widgetization

26. Wrap up • The future is now – technology & communications are in a major shift • Customers are expecting to receive information in their own language, as fast as possible • The key is to make sure that the information is out there and accessible

27. Q & A