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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Dustin Vaughn | Solutions Consulting ManagerThe State of Structured Authoring
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A little about myself…
• Solutions Consulting Manager• Adobe Certified Expert• Panelist, Speaker, and Adobe
representative at various industry conferences
• Designer, Developer, and Host for technical, solution-oriented pre-sales demonstrations for key global customers
Dustin Vaughn
2
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Structured Authoring (SA) Adoption Trends
Profile of a SA organization
Workflows and differences
Migration lessons and key challenges
3
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Insights drawn from several surveys over time
Tech CommContent Strategy &
Tools Survey
Tech Comm Tools and trends survey
Feb’12 May’13 Sep’13
1 2 3
Who is today’s technical
communicator?
Sep’14
4
Tech Comm Survey 2014
Plus several industry surveys
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Structured Authoring (SA) Adoption Trends
Profile of a SA organization
Workflows and differences
Migration lessons and key challenges
5
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adoption of structured authoring is still growing..
29%
42%
15%
28%
44%
2008 2009 2011 2012
Scriptorium SDL Content Wrangler
% of respondents who are already doing structured authoring% of total, various industry surveys
Source: Scriptorium 2009, 2011; SDL survey; Content Wrangler Survey
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adoption of structured authoring is still growing..
% of respondents who are already doing structured authoring% of total, Adobe surveys
Source: Adobe survey to STC NA 2012 (N=237)Adobe tech comm survey 2013 (N=515), Adobe Tech Comm Survey 2014 (N=541)
20%
28% 31%
19%
13%15%
2012 2013 2014Adobe Surveys
Already Doing
Plan to
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DITA is by far the most popular standard, followed by custom structure
4%
5%
10%
10%
17%
44%
57%
Not decided
ATA
S1000D
Don't know
DocBook
Use our own customstructure
DITA
Usage of various structured authoring standard% of respondents who are already doing structured authoring, N = 143
57% 50%
40% 60%
Source: Adobe tech comm survey 2013 (N=515), US=84, EU=36Survey question: Which standard(s) if any are you using or planning to use in your structured authoring?
DITA most popular, more so in the US than in EU
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Top motivations for doing structured authoring
3.3
3.8
3.9
4.1
4.3
4.3
4.4
Savings in translation costs
Savings in contentdevelopment time
Reduced content errors
Easier publishing to multipleformats
Ease of updating/maintenance
Document consistency
Content re-use
Source: Adobe tech comm survey 2013 (N=515)Survey question: Please rate the importance of the following factors in your decision to move to structured authoring.
Importance of factors in migration to SAAverage rating, scale 1-5. 1=Not Important and 5=v. important
Majority of the top reasons are related to driving re-use of
content, easier maintenance and
consistency
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Several of our customers have reported benefits from migration to structured authoring
“It takes us 40% less time to create the document in structured FrameMaker as compared to Word”- A large aerospace company
“With structured/XML, we can automate publishing from databases, besides the usual content re-use and efficiency in content development related benefits”- A large semiconductor company
“Saw 65-90% re-use when we moved to DITA in GSG and tips poster”- A large smartphone manufacturer
“In our migration to structured authoring, we expect 10-15% of content re-use”
“Re-purposing to newer deliverables is another new possibility”- UK based organization
“We also expect improved quality of content due to structured authoring principles”- A large US based chipmaker
10
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Structured Authoring (SA) Adoption Trends
Profile of a SA organization
Workflows and differences
Migration lessons and key challenges
11
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Is it only large companies?
Source: Adobe tech comm survey 2013 (N=515)Survey question:At what stage of structured authoring journey are you currently?Tiny = 1-9. Small = 10-99, Medium=100-1K; Large=1-5K; Enterprise > 5K FTE
Small
Medium
Large
Enterprise 55%
40%
28%
37%
46%Tiny
Already doing/Migrating/Planning to do Structured Authoring% of total respondents
Adoption of structured
authoring is not just restricted to large companies
Total=41%
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Is it concentrated in certain geos?
Source: Adobe tech comm survey 2013 (N=490)Survey question: At what stage of structured authoring journey are you currently?% of respondents who said they are already doing/migrating/planning to migrate to structured authoring
Already doing/Migrating/Planning to do Structured Authoring% of total respondents
NA
APJ
EMEA
49%
40%
40%
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Is it only few industries?
Source: Adobe tech comm survey 2013 (N=490)Question: At what stage of structured authoring journey are you currently?% of respondents who said they are already doing/migrating/planning to migrate to structured authoring
32%
56%
32%
41%
50%
Healthcare
Telecommunications
Manufacturing
Prof Services
High Tech
Already doing/Migrating/Planning to do Structured Authoring% of total respondents
Top 5 verticals
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
As expected, Structured Authoring organizations have had more investment in tools and systems
Don’t know
24%
51%
11%
14% Source: Adobe tech comm survey 2013 (N=515)Survey question:Over the last 3 years, what has been the trend for software spends in your tech pubs department?
Software budget trends, last 3 years
Increasing
More or less stable
Decreasing
36%Increasing
Those doing structured authoring
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Structured Authoring (SA) Adoption Trends
New markets and growth opportunities
Workflows and differences
Migration lessons and key challenges
16
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Lets examine the workflows of SA organizations and how they are different from other organizations
17
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Lets examine the workflows of SA organizations and how they are different from other organizations
18
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Variety of end deliverables being produced, more than those in Unstructured organizationsEnd deliverables produced% of those doing SA, N = 143
9%
10%
15%
29%
29%
30%
42%
49%
55%
66%
91%
Job cards
QA Procedures
Parts catalogues
Policies & Procedures
FAQs
Knowledge Bases
Maintenance procedures/tasks
eLearning/training materials
Training content
Help Systems
User Manuals
Source: Adobe tech comm survey 2013 Question:What types of end-user deliverables are you producing on a regular basis?*
Traditional Structured
Differences in # deliverablesAvg # of deliverables/respondent
3.0 4.3
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
On average working with >5 languages, and also more than unstructured organizations
3.4
5.5
Unstructured Structured
Number of languages working withAvg # of languages in which creating/translating content
Source: Adobe tech comm survey 2013 (N=515)Question: Which languages do you either create or translate your content to?*
Structured organizations are
working with more # languages
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Lets examine the workflows of SA organizations and how they are different from other organizations
21
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25%
34%
Unstructured Structured
Collaboration is relatively more important in Structured organizations
Importance of collaboration% of respondents who said that collaboration is increasing in their organization
+9%
Source: Adobe tech comm survey 2013 (N=515)
Collaboration is more important
in Structured organizations
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CMS usage is higher in structured authoring organizations and is expected to drive most of the growth in CMS adoption
CMS adoption% of respondents, NA only
39%
69%
No plans of movingto structured
authoring
Already doingstructured authoring
Source: Adobe tech comm survey 2013 (N=291), Adobe Tech Comm Survey 2012 (N=237). Excluded respondents who answered Don’t knowSurvey Question: Which of the following CMS are you currently using or planning to use?*
49% 52%
51% 48%
2012 2013
Use a CMS Don't use
CMS adoption% of respondents who use a CMS, WW
4-7% planning to in the future
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Lets examine the workflows of SA organizations and how they are different from other organizations
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MultiChannel Publishing is increasing and adoption is 2x in SA organizations
77%83%
50%
64%
Currently Doing Planning To
Multi Channel Publishing Adoption% of Respondents
>1 format >2 format
Traditional Structured
Avg # of outputs
34% 69%
Source: Adobe tech comm survey 2013 (N=515), *> 2 formats
2.9 3.6
Multi Channel Publishing Adoption *% of respondents with >2 formats
As organization move to structured authoring, more of them will be publishing
to multiple formats and devices
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Structured Authoring (SA) Adoption Trends
Profile of a SA organization
Workflows and differences
Migration lessons and key challenges
26
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Firstly, there seems to be a skill gap which will need to be bridged
699
555
139
2,858
Source: Indeed.com, Oct 2013
Only 10-15% may have the right skill set
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Challenges and lessons learned from migration to Structured Authoring
Content Conversion, 44%
Change Management,
22%
Pre-migration planning, 21%
Content Reuse, 10%
Other, 9%
Business Case, 3%
Post Migration , 1%
Categories of Lessons learned/challenges during migration% of respondents, N=68
Source: Adobe tech comm survey 2013 (N=515)Survey Question: Please describe any best practices/lessons learned so far in your migration to structured authoring
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key challenges facing tech pubs as they move to structured authoring
Content Conversion
Make XML authoring transition easier
Seamless collaboration with SMEs/casual authors
Readiness for a “Mobile First” world
1
2
3
4
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe’s solution
30
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe’s solution in the Tech Comm Space
FrameMaker 12 FM Publishing Server 12
FrameMaker XML Author 12
RoboHelp 11 TCS 5
Focused on Structured Authoring
31
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Thank you!
.com/adobetcs
@AdobeTCS
blogs.adobe.com/techcomm
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.