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Global Digital Content Management: Today & the Future
Todd Karnig Director, Global Content Acquisition Hewlett-Packard Company
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Changing Business Environment
Increasing number of people accessing information worldwide Availability & accessibility of information Increasing impact of language on customer purchases Interactivity of content 21 November November 2018
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“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 21 November November 2018
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“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 21 November November 2018
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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 21 November November 2018
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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 21 November November 2018
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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.!!! 21 November November 2018
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The Problem We are Solving
APJ LA NA EMEA Printers Servers PCs eCommerce Call centers Sales force Extranets Channels Off-line HP.com 21 November November 2018
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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 21 November November 2018
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Strategy: “Create Once, Use Many”
Content owners Content users BU & Region HP.com Customer PCs APJ Unstructured Data Structured Data Reference Global Info Mgmt Tools Processes Business Rules eCommerce Customer LA Printers Off-line Customer NA Portals Channel Servers EMEA Portals Sales Force Content Creators 21 November November 2018
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Solution Off-line On-line E-comm. Unstructured content repositories
Sales info Customers & Channel Off-line On-line E-comm. Documents Catalog management BU & Region content creators Unstructured content repositories Sales Teams Other T&L users Structured content repositories Translation & Localization PCs Printers Servers APJ LA NA EMEA Publish Provision Localize Store & Manage Acquire Create PDM, Pricing, Reference Systems Delivery Standards & Policies Sales tools Services 21 November November 2018
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Solution Challenge: Getting everyone to agree! Off-line On-line
Create Acquire Store & Manage Localize Provision Publish Unstructured content repositories Translation & Localization Off-line Customers & Channel BU & Region content creators Delivery Documents PCs APJ On-line Structured content repositories Printers LA Catalog management Servers E-comm. NA PDM, Pricing, Reference Systems Services Sales Teams EMEA Sales info Sales tools Other T&L users Standards & Policies 21 November November 2018
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Solution Challenge: How granular should the content model be? Off-line
Create Acquire Store & Manage Localize Provision Publish Unstructured content repositories Translation & Localization Off-line Customers & Channel BU & Region content creators Delivery Documents PCs APJ On-line Structured content repositories Printers Challenge: How granular should the content model be? LA Catalog management Servers E-comm. NA PDM, Pricing, Reference Systems Services Sales Teams EMEA Sales info Sales tools Other T&L users Standards & Policies 21 November November 2018
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Solution Challenge: How can we maximize quality while minimizing cost?
Create Acquire Store & Manage Localize Provision Publish Unstructured content repositories Translation & Localization Off-line Customers & Channel BU & Region content creators Delivery Documents PCs APJ On-line Structured content repositories Printers LA Catalog management Servers E-comm. NA PDM, Pricing, Reference Systems Services Sales Teams EMEA Sales info Sales tools Other T&L users Standards & Policies 21 November November 2018
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Solution Challenge: How will we syndicate? Off-line On-line E-comm.
Create Acquire Store & Manage Localize Provision Publish Unstructured content repositories Translation & Localization Off-line Customers & Channel BU & Region content creators Delivery Documents PCs APJ On-line Structured content repositories Printers Challenge: How will we syndicate? LA Catalog management Servers E-comm. NA PDM, Pricing, Reference Systems Services Sales Teams EMEA Sales info Sales tools Other T&L users Standards & Policies 21 November November 2018
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Solution Challenge: How do we get publishers to adopt? Off-line
Create Acquire Store & Manage Localize Provision Publish Unstructured content repositories Translation & Localization Off-line Customers & Channel BU & Region content creators Delivery Documents PCs APJ On-line Challenge: How do we get publishers to adopt? Structured content repositories Printers LA Catalog management Servers E-comm. NA PDM, Pricing, Reference Systems Services Sales Teams EMEA Sales info Sales tools Other T&L users Standards & Policies 21 November November 2018
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47 countries & regions 35 languages 81 product lines
1.5 million web pages 21 November November 2018
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145+ direct publishers 3500+ indirect publishers
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Customer and Partner Benefits
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Vision for the Future 21 November November 2018
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Technology and social factors converge to create social computing
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 21 November November 2018 Source: Forrester
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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 21 November November 2018 Source: Forrester
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Five key trends have emerged
Rich Customer Experiences Active interactions Pageless designs Virtual Conversation Users do not browse pre-selected paths More relevant information 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 Widgetization Functionality reaching outside the base domain Open interfaces 21 November November 2018
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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 21 November November 2018
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Q & A 21 November November 2018
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