Global Digital
Content Management:
Today & the Future
Todd Karnig
Director, Global Content Acquisition
Hewlett-Packard Company
© 2007 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice
Changing Business Environment
•
Increasing number of
people accessing
information worldwide
• Availability & accessibility
of information
• Increasing impact
of language
on customer purchases
• Interactivity of content
2
3 October 2015
“85% of people surveyed consider prepurchase 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
3
3 October 2015
“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
4
3 October 2015
Building the Brand
and 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
5
3 October 2015
HP Global Content
Business 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
6
3 October 2015
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.!!!
•
7
3 October 2015
The Problem We are Solving
8
APJ
HP.com
LA
eCommerce
NA
Extranets
EMEA
Call centers
Printers
Channels
Servers
Sales force
PCs
Off-line
3 October 2015
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
9
3 October 2015
Strategy: “Create Once, Use Many”
Content users
Content owners
BU & Region
PCs
HP.com
APJ
Reference
LA
Structured
Data
Printers
NA
Unstructured
Data
Servers
Global Info
Mgmt
Tools
Processes
Business
Rules
eCommerc
e
Customer
Off-line
Customer
Portals
Channel
Portals
Sales Force
EMEA
Content Creators
10
Customer
3 October 2015
Solution
LA
Servers
NA
Services
EMEA
Translation
&
Localization
PDM,
Pricing,
Reference
Systems
Other T&L users
Standards & Policies
11
3 October 2015
Off-line
On-line
Printers
E-comm.
Structured
content
repositories
Delivery
PCs
Sales
tools
Unstructured
content
repositories
APJ
Publish
Provision
Localize
Documents
BU & Region
content creators
Store & Manage
Catalog
management
Acquire
Sales
info
Create
Customer
s&
Channel
Sales
Teams
Printers
LA
Servers
NA
Services
EMEA
Translation
&
Localization
PDM,
Pricing,
Reference
Systems
Other T&L users
Standards & Policies
12
3 October 2015
Off-line
On-line
Structured
content
repositories
E-comm.
APJ
Delivery
PCs
Sales
tools
content
repositories
Documents
BU & Region
content creators
Publish
Provision
Catalog
management
Create
Challenge:
Acquire
Store & Manage
Localize
Getting everyone
to agree!
Unstructured
Sales
info
Solution
Customer
s&
Channel
Sales
Teams
Solution
LA
Servers
NA
Services
EMEA
PDM,
Pricing,
Reference
Systems
Translation
&
Localization
Other T&L users
Standards & Policies
13
3 October 2015
Off-line
Customer
s&
Channel
Challenge:
How granular
should the content
model be?
E-comm.
Printers
Sales
tools
Structured
content
repositories
Delivery
PCs
On-line
Unstructured
content
repositories
APJ
Publish
Provision
Localize
Documents
BU & Region
content creators
Store & Manage
Catalog
management
Acquire
Sales
info
Create
Sales
Teams
Solution
LA
Servers
NA
Services
EMEA
Translation
&
Localization
PDM,
Pricing,
Reference
Systems
Other T&L users
Standards & Policies
14
3 October 2015
Off-line
On-line
Printers
E-comm.
APJ
Sales
tools
PCs
Documents
Challenge:
How can we maximize
quality while
minimizing cost?
Unstructured
content
repositories
Structured
content
repositories
Publish
Provision
Localize
Catalog
management
BU & Region
content creators
Store & Manage
Sales
info
Acquire
Delivery
Create
Customer
s&
Channel
Sales
Teams
Solution
LA
Servers
NA
Services
EMEA
Translation
Challenge:
&
How will we Localization
syndicate?
PDM,
Pricing,
Reference
Systems
Other T&L users
Standards & Policies
15
3 October 2015
Off-line
On-line
Printers
E-comm.
Structured
content
repositories
Delivery
PCs
Sales
tools
Unstructured
content
repositories
APJ
Publish
Provision
Localize
Documents
BU & Region
content creators
Store & Manage
Catalog
management
Acquire
Sales
info
Create
Customer
s&
Channel
Sales
Teams
Solution
LA
Servers
NA
Services
EMEA
PDM,
Pricing,
Reference
Systems
Other T&L users
Standards & Policies
16
3 October 2015
Off-line
On-line
How do we get
&
publishersLocalization
to adopt?
E-comm.
Printers
Structured
Challenge:
content
repositories
Translation
Delivery
PCs
Sales
tools
Unstructured
content
repositories
APJ
Publish
Provision
Localize
Documents
BU & Region
content creators
Store & Manage
Catalog
management
Acquire
Sales
info
Create
Customer
s&
Channel
Sales
Teams
17
3 October 2015
47 countries & regions
35 languages
81 product lines
1.5 million web pages
18
3 October 2015
145+ direct
publishers
3500+ indirect
publishers
19
3 October 2015
20
3 October 2015
Customer and Partner Benefits
21
3 October 2015
Vision for the Future
22
3 October 2015
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 increases the speed
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
23
3 October 2015
Source: Forrester
Consumers are taking matters
into their own hands
24
Consumer trust
is falling
Only 42% of consumers say
they even “somewhat” trust
newspapers
Consumers are
less brand loyal
52% of consumers say brand
trumps price, down from 59%
in 2000
Consumer-toconsumer activities
are growing
C2C eCommerce, messaging,
blogs, camera phones, video
phones
3 October 2015
Source: Forrester
Five key trends have emerged
Rich
Customer
Experiences
• Active interactions
• Pageless designs
Virtual
Conversation
• Users do not browse pre-selected paths
• More relevant information
Crowd Power
Device
Independence
Widgetization
25
3 October 2015
• 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
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
26
3 October 2015
Q&A
27
3 October 2015
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