Electrify the flow of vital business information

Building Your Business Case

Nathan Birtle

Northern Europe Sales Manager

nbirtle@arbortext.com

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

Arbortext Overview

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

Basis for the case

Comparing what is to what’s possible!

Multiple Suppliers

Current Situation

Original DocumentsCreate/Edit

Format for Output

Alternate Outputs Additional Versions

Additional Languages

ConvertCombineReviewmark-up

Contributors

ConvertCombineReviewmark-up

Engineering

Contribute

Research Contribute

CD-ROM

Combine Convert Cleanup

XML and SGML

Combine Convert Cleanup

World Wide Web

Combine Convert Cleanup

PDFCombine Convert Cleanup

Specifications

Product Manuals

Users Guides

WP

Revision Control

Workflow

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 DMSSome 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

Original Content• Create/Edit doc objects

All Document Versions•Assemble Objects (automatic or manual)

Building a case for...

Seamless integration

• Update Objects

• View objects within whole documents containing objects being authored by others

•Apply format and output (automatic)

assemble document

and apply format

XML and SGML

Specifications

Users Guides

CD-ROM

World Wide Web

PDF

Product Manuals

ContributeReview

Engineering ResearchContributors

Automated Document System

Characteristic: enables concurrent authoring/review and automates composition and publishing

Creation: Create documents as objects of information

Reuse: Locate the source automaticallyEstablish link (physical or logical)

Maintenance: Apply changes to source and automatically update all documents containing that source information

Version control: automatically track documents and individual information objectsAll deliverables: automatically generate all target outputs

Benefits Summary List

• Increased Productivity • reusing instead of recreating information • concurrent processes (collaborative creation, revision, update)• shorter revision and update cycles• automatically generated deliverables (custom)

• Reduced Cost • reuse existing information (maximize your assets)• eliminate redundant processes• reduce unnecessary steps

• Faster Time to Market • claim a larger share of the market life cycle• gain competitive advantage

• Increase Customer Satisfaction • better access to information (search, right format, etc.)• tailored information• up-to-date information

Engineering Manufacturing

IT

ServicesCustomers

Mkt/SalesResearch

Suppliers

Impact throughout the organization

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.

Marketing

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

Online Publishing

PC World

2 days to 2 hours

10% of previous time to publish old articles

Corporate Goal: Maximize Profitability

Impact Throughout the Organization

• Maximize Return on Assets

• Greater Capacity (reuse)

• Increase Lifecycle of Assets (future-proof)

• Automate Manual Processes

Finance

Control Costs

Design+Dev.

Time to Market

• Search

• Reuse

• Automate

• Collaborate

• Concurrent Processing

• Up-to-date, Accurate Information

• Available at the Time of Need

• Custom, Tailored Documents

• Reduce Support Service Costs

• Reduce Repeat Service Costs

Customer Care

Fast Problem Resolution

• Claim more of Market Lifecycle

• Offer a wider range of product

• Gain Competitive Advantage

•Beat Competition

•Maintain Market Leadership

Sales+Mkt

Revenue/Comp. Edge

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

Annual Cost Savings

Savings from reuse instead of recreating 50,625

Savings from automatic page formatting 526,500

Reduced translation costs due to reuse 90,000

Savings from automatic publishing ofelectronic version

600,000

Total $ 1,267,125

Danfoss

IssuesTime to marketMany product adaptationsIncreasing number of languagesWriter spending too much time (60%) on layout

Large manufacturer -based Denmark, $2B dollars revenue

ResultsReduce 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...

Getting to Market Sooner!

Eliminate formatting from creation automatic publishing

Concurrent processes

Modularized information

40% Creation 95% Publishing

50% create, review, translate

80% elapsed time in review and translate

1.8 months

Create Review Translate Publish

12 months

Getting to Market Sooner!

40% Creation 95% Publishing

50% Create, review, translate

80% Elapsed time in review and translate

15.9%

Create Review Translate Publish

100%

30% 25% 25% 20% 100%

18% 25% 25% 1.9% 69.9%

9% 12.5% 12.5% 1.9% 35.9%

9% 2.5% 2.5% 1.9% 15.9%

Impact on Revenue

Two Year Market Life Cycle

12 mo1.8 mo

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