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Global Digital Content Management: Today & the Future. Todd Karnig Director, Global Content Acquisition Hewlett-Packard Company. Changing Business Environment. Increasing number of people accessing information worldwide Availability & accessibility of information - PowerPoint PPT Presentation
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© 2007 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice
Global Digital Content Management: Today & the Future
Todd KarnigDirector, Global Content AcquisitionHewlett-Packard Company
2 April 22, 2023
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 April 22, 2023
“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 April 22, 2023
“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 April 22, 2023
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 April 22, 2023
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 April 22, 2023
HP—looking at scale• 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.!!!
8 April 22, 2023
The Problem We are SolvingAPJ
LA
NA
EMEA
Printers
Servers
PCs
eCommerce
Call centers
Sales force
Extranets
Channels
Off-line
HP.com
9 April 22, 2023
The right content is available to customersin their own language, at the right time,
in the way they want to see it, and at a sustainable cost to HP
Vision
10 April 22, 2023
Strategy: “Create Once, Use Many”
PCs
Printers
Servers
APJ
LA
NA
EMEA
BU & Region Content owners
Content users
UnstructuredData
StructuredData
Reference
Content Creators
Customer
Channel
Customer
Portals
HP.com
Off-line
Sales ForcePortals
CustomereCommerceGlobal
Info MgmtTools
ProcessesBusiness
Rules
11 April 22, 2023
Solution
Sale
s in
fo
Customers &
Channel
Off-li
neOn
-line
E-co
mm
.
Docu
men
tsCa
talo
g m
anag
emen
t
BU & Regioncontent creators
Unstructuredcontent
repositories
Sales TeamsOther T&L users
Structuredcontent
repositories Translation&
Localization
PCs
Printers
Servers
APJ
LA
NA
EMEA
PublishProvisionLocalizeStore & ManageAcquireCreate
PDM,Pricing,
ReferenceSystems
Deliv
ery
Standards & PoliciesSa
les
tool
s
Services
12 April 22, 2023
Sale
s in
fo
Customers &
Channel
Off-li
neOn
-line
E-co
mm
.
Docu
men
tsCa
talo
g m
anag
emen
t
BU & Regioncontent creators
Unstructuredcontent
repositories
Sales TeamsOther T&L users
Structuredcontent
repositories Translation&
Localization
PCs
Printers
Servers
APJ
LA
NA
EMEA
PublishProvisionLocalizeStore & ManageAcquireCreate
PDM,Pricing,
ReferenceSystems
Deliv
ery
Standards & PoliciesSa
les
tool
s
Services
SolutionChallenge:
Getting everyone to
agree!
13 April 22, 2023
Sale
s in
fo
Customers &
Channel
Off-li
neOn
-line
E-co
mm
.
Docu
men
tsCa
talo
g m
anag
emen
t
BU & Regioncontent creators
Unstructuredcontent
repositories
Sales TeamsOther T&L users
Structuredcontent
repositories Translation&
Localization
PCs
Printers
Servers
APJ
LA
NA
EMEA
PublishProvisionLocalizeStore & ManageAcquireCreate
PDM,Pricing,
ReferenceSystems
Deliv
ery
Standards & PoliciesSa
les
tool
s
Services
Solution
Challenge:How granular
should the content model
be?
14 April 22, 2023
Sale
s in
fo
Customers &
Channel
Off-li
neOn
-line
E-co
mm
.
Docu
men
tsCa
talo
g m
anag
emen
t
BU & Regioncontent creators
Unstructuredcontent
repositories
Sales TeamsOther T&L users
Structuredcontent
repositories Translation&
Localization
PCs
Printers
Servers
APJ
LA
NA
EMEA
PublishProvisionLocalizeStore & ManageAcquireCreate
PDM,Pricing,
ReferenceSystems
Deliv
ery
Standards & PoliciesSa
les
tool
s
Services
SolutionChallenge:
How can we maximize quality while minimizing
cost?
15 April 22, 2023
Sale
s in
fo
Customers &
Channel
Off-li
neOn
-line
E-co
mm
.
Docu
men
tsCa
talo
g m
anag
emen
t
BU & Regioncontent creators
Unstructuredcontent
repositories
Sales TeamsOther T&L users
Structuredcontent
repositories Translation&
Localization
PCs
Printers
Servers
APJ
LA
NA
EMEA
PublishProvisionLocalizeStore & ManageAcquireCreate
PDM,Pricing,
ReferenceSystems
Deliv
ery
Standards & PoliciesSa
les
tool
s
Services
Solution
Challenge: How will we syndicate?
16 April 22, 2023
Sale
s in
fo
Customers &
Channel
Off-li
neOn
-line
E-co
mm
.
Docu
men
tsCa
talo
g m
anag
emen
t
BU & Regioncontent creators
Unstructuredcontent
repositories
Sales TeamsOther T&L users
Structuredcontent
repositories Translation&
Localization
PCs
Printers
Servers
APJ
LA
NA
EMEA
PublishProvisionLocalizeStore & ManageAcquireCreate
PDM,Pricing,
ReferenceSystems
Deliv
ery
Standards & PoliciesSa
les
tool
s
Services
Solution
Challenge: How do we get publishers to
adopt?
17 April 22, 2023
18 April 22, 2023
47 countries & regions
35 languages81 product lines1.5 million web
pages
19 April 22, 2023
145+ direct publishers
3500+ indirect
publishers
20 April 22, 2023
21 April 22, 2023
Customer and Partner Benefits
22 April 22, 2023
Vision for the Future
23 April 22, 2023
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
Social change
Technology increases the speed and force of social change
SocialComputing
• Aging consumers look to technology to support families and communities
• Younger generations pioneer the use of personal networks and viral communication
Social forces shape technology development and custom
applications
Source: Forrester
24 April 22, 2023
Consumers are taking matters into their own hands
Source: Forrester
Consumers are less brand loyal
52% of consumers say brand trumps price, down from 59% in 2000
Only 42% of consumers say they even “somewhat” trust newspapers
Consumer trust is falling
Consumer-to-consumer activities are growing
C2C eCommerce, messaging, blogs, camera phones, video phones
25 April 22, 2023
Five key trends have emerged• Active interactions• Pageless designs
• Users do not browse pre-selected paths• More relevant information
Device Independence
Widgetization
Crowd Power
Virtual Conversation
RichCustomer
Experiences
• Users actively trying to improve online experiences
• Communities integrated into product ownership
• Searchable databases• Internet anywhere, anytime, anyplace• Space between media & devices is
blurring• Functionality reaching outside the base
domain• Open interfaces
26 April 22, 2023
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 April 22, 2023
Q & A
