1. Electrify the flow of vital business information Building Your Business Case Nathan Birtle Northern Europe Sales Manager nbirtle@arbortext.com

2. l World leader in applying XML technology l Software for SGML/XML creation, management and personalised delivery l Over 250 Global 2000 customers l 40% compound annual growth over last 3 years l Privately held; funded by Norwest, Invesco Arbortext Overview

3. Building the Business Case l Review Purpose for Case l Communicate your case to the Organization l Calculate Savings l Calculate Increased Revenues l Calculating Costs l Impact on Market

4. Basics of the Case Improving the efficiency of “all” vital business information F as part of the product F as part of your service F 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 F Contents of documents = Unstructured data F Contents of relational database = Structured data F XML/SGML = Consistency, structure to all content

5. What type of information do you most want to automate and reuse l Functional specifications l Design specifications l User’s guides l Test plans l Manufacturing instructions l Operating guides l Training books l Service manuals Mission Critical Documents

6. Basis for the case Comparing what is to what’s possible!

7. Multiple Suppliers Current Situation Original Documents Create/Edit Format for Output Alternate Outputs Additional Versions Additional Languages Convert Combine Review mark-up Contributors Convert Combine Review mark-up Engineering Contribute Research Contribute CD-ROM Combine Convert Cleanup XML and SGML Combine Convert Cleanup World Wide Web Combine Convert Cleanup PDF Combine Convert Cleanup Specifications Product Manuals Users Guides WP Revision Control Workflow

8. 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 DMS Some 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

9. 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 Contribute Review Engineering Research Contributors

10. Automated Document System Characteristic: enables concurrent authoring/review and automates composition and publishing Creation: Create documents as objects of information Reuse: Locate the source automatically Establish 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 objects All deliverables: automatically generate all target outputs

11. 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

12. EngineeringManufacturing IT ServicesCustomers Mkt/Sales Research Suppliers Impact throughout the organization

13. 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

14. 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

15. PC World 2 days to 2 hours 10% of previous time to publish old articles

16. 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

17. Organizational Impact Benefits Summary l Eliminate unnecessary and redundant processes - reduce overall cost of goods l Use existing information to do more - increase value of information assets l Quickly and easily incorporate feedback - improve customer services and delight customers l Improve information flow - reduce time to market

18. Application Metrics l 20,000 content pages, 10% revised annually, 10% obsoleted l 2,000 new content pages annually l 20 full-time content creators l 3 languages l Print, CD-ROM, Web versions l 30% of creators time spent on formatting l 70% translator efficiency

19. Cost Metrics for Savings Calculations l $150/page to create new information l $10/page to convert data between different formats l $100/page to translate in other languages l $150/hour for engineering time l $75/hour for technical writer time l $75/hour for help desk and field service

20. Reductions in Costs l Creation - Enabling reuse reduces redundant effort by 80% to 20% - Automatic formatting reduces content creation costs by 33% l Translation - Reuse reduces translation costs by 20% to 80% l Publishing - Automating alternate format publishing saves conversion costs

21. Annual Cost Savings

22. Danfoss Issues Time to market Many product adaptations Increasing number of languages Writer spending too much time (60%) on layout Large manufacturer - based Denmark, $2B dollars revenue Results Reduce 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.

23. Calculating Your Return Let’s Look at the Numbers! ROI calculator available during Arbortext web seminars see www.europe.arbortext.com

24. Additional Costs l Current system maintenance vs upgrade cost l Cost of doing nothing vs cost of change l Market share losses...

25. 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 CreateReviewTranslatePublish 12 months

26. Getting to Market Sooner! 40% Creation 95% Publishing 50% Create, review, translate 80% Elapsed time in review and translate 15.9% CreateReviewTranslatePublish 100% 30% 25% 20% 100% 18% 25% 1.9% 69.9% 9% 12.5% 1.9% 35.9% 9% 2.5% 1.9% 15.9%

27. Impact on Revenue Two Year Market Life Cycle 12 mo 1.8 mo Gained Revenue

28. Increased Revenues and Market Share l 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 l 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

29. Business Case Conclusion l Reduce Costs l Increase Revenues l Shorten Time to Market l Improve Customer Satisfaction = Better Bottom Line

30. For further information www.arbortext.com ROI calculator available during online seminars see www.europe.arbortext.com