The Gilbane Advisor

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Translation and Web Content Management Under One Roof – SDL Tridion

The integration of content and translation management workflows has a great deal of value for globalization projects. And as we’ve discussed, there are various market approaches to streamlining these increasingly complex processes. With the announcement of SDL International’s intended acquisition of Tridion (set to close by end of May,) buyers officially have an additional approach — translation and Web content management under one roof.

In this case, the opportunity is clearly for marketers who struggle to meet growing corporate and consumer demand for a multi-site, multi-lingual Web presence that drives revenue and protects brand (for the former) and delivers localized customer experiences (for the latter.) The time is right for this marriage, as globalization continues to climb toward the top of the CIO’s “must-have” strategy list.

SDL and Tridion are undoubtedly headed toward a cohesive integration of their respective TMS and Web CMS technologies, which makes a great deal of sense for those organizations wishing to standardize on one platform for Web site translation and management. As we would expect, API-level workflow integration is at the top of the priority list, according to executives from both companies. There’s quite a bit of potential for more, when one considers the ability of SDL’s Author Assistant to enhance the value of content at its source, i.e. during content creation, as well as the power of Tridion’s Communications Statistics module to drive process improvements based on data culled from user activities. Safe to say it will be interesting to watch the evolution of this combined product line for its impact on the Web content lifecycle.
As we’ve seen in the ECM and BPM suite market, the trend toward vendor consolidation changes the landscape dramatically and spurs the inevitable “suite versus best-of breed” debate. Within the globalization market, we expect this acquisition to follow suit — after all, the marriage crosses the “dotted line” by solidifying the value of content and translation management integration.

At the end of the day however, the buyer defines the purchasing decision that makes the most sense, based on the most pressing — or painful — business requirements. As it stands now, Tridion will be a separate division within SDL and operate autonomously. R5 will be sold as a module within the SDL product set and renamed SDL Tridion R5. In parallel, SDL TMS will be sold as a Tridion module.

In effect, this strategy leaves decision-making in the hands of the buyer, as it should be. Hence, the immediate goal for this marriage is to demonstrate just how compelling the promise of a “total solution” will be. The CMPros community is already weighing in on the potential; Gilbane readers: join the conversation! We’d like to continue this discussion with your feedback.

DITA and Dynamic Content Delivery

Have you ever waded through a massive technical manual, desperately searching for the section that actually applied to you? Or have you found yourself performing one search after another, collecting one-by-one the pieces of the answer you need from a mass of documents and web pages? These are all examples of the limitations of static publishing; that is, the limitations of publishing to a wide audience when people’s needs and wants are not all the same. Unfortunately, this classic “one size fits all” approach can end up fitting no one at all.

In the days when print publishing was our only option, and we thought only in terms of producing books, we really had no choice but to mass-distribute information and hope it met most people’s needs. But today, with Web-based technology and new XML standards like DITA, we have other choices.

DITA (Darwin Information Typing Architecture) is the hottest thing to have hit the technical publishing world in a long time. With its topic-based approach to authoring, DITA frees us from the need to think in terms of “books”, and lets us focus on the underlying information. With DITA’s modular, reusable information elements, we can not only publish across different formats and media – but also flexibly recombine information in almost any way we like.

Initial DITA implementations have focused primarily on publishing to pre-defined PDF, HTML and Help formats – that is, on static publishing. But the real promise of DITA lies in supporting dynamic, personalized content delivery. This alternative publishing model – which I’ll call dynamic content delivery – involves “pulling” rather than “pushing” content, based on the needs of each individual user.
In this self-service approach to publishing, end users can assemble their own “books” using two kinds of interfaces (or a hybrid of the two):

Information Shopping Cart – in which the user browses or searches to choose the content (DITA Topics) that she considers relevant, and then places this information in a shopping cart. When done “shopping”, she can organize her document’s table of contents, select a stylesheet, and automatically publish the result to HTML or PDF.

This approach is appropriate when users are relatively knowledgeable about the content, and where the structure of their output documents can be safely left up to them. Examples include engineering research, e-learning systems, and customer self-service applications.

Personalization Wizard – in which the user answers a number of pre-set questions in a wizard-like interface, and the appropriate content is automatically extracted to produce a final document in HTML or PDF.

This approach is appropriate for applications that need to produce a personalized but highly standard manual, such as a product installation guide or regulated policy manual. In this scenario, the document structure and stylesheet are typically preset.

In a hybrid interface, we could use a personalization wizard to dynamically assemble required material in a fixed table of contents – but then use the information shopping cart approach to allow the user to add supplementary material. Or, depending on the application, we might do the same thing but assemble the initial table of contents as a suggestion or starting point only. The first method might be appropriate for a user manual; the second might be better for custom textbooks.

Dynamic content delivery is made possible by the kind of topic-based authoring embraced by DITA. A topic is a piece of content that covers a specific subject, has an identifiable purpose, and can stand on its own (i.e., does not require a specific context in order to make sense). Topics don’t start with “as stated above” or end with “as further described below,” and they don’t implicitly refer to other information that isn’t contained within them. In a word, topics are fully reusable, in the sense that they can be used in any context where the information provided by the topic is needed.

The extraction and assembly of relevant topics is made possible by another relatively new standard called XQuery, which is able to both find the right information based on user profiles, filter the results accordingly, and automatically transform results into output formats like HTML or PDF. Of course, this approach is only feasible if the XQuery engine is extremely fast – which led us to build our own dynamic content delivery solution offering around Mark Logic, an XQuery-based content delivery platform optimized for real-time search and transformation.

The dynamic content delivery approach is an answer to the hunger for relevant, personalized information that pervades today’s organizations. Avoiding the pitfalls of the classic “one size fits all” publishing of the past, it instead allows a highly personalized and relevant interaction with “an audience of one.” I invite you to read more about this in a whitepaper I wrote that is available on our website (www.FlatironsSolutions.com).

The Negroponte Laptop

There has been much speculation and lots of quick judgments on the Negroponte laptop project. I’ve found all of the articles and blogs I’ve seen to be so devoid of factual matter, while so packed with unsubstantiated opinion, that I’ve found it impossible to form any kind of judgment of my own on the topic.
Obviously addressing the huge problem of literacy in the third-world is essential to a bright future for publishing. Will this be part of the solution?
Read a truly excellent article here:
http://www.spectrum.ieee.org/apr07/4985
It’s that rara avis — an article full of both technical, social and political insight, and extremely balanced in presenting its ideas and information. Fascinating and provocative.

Atex Partners with Ektron to Provide Online Content Management Solution for Media

Atex has taken the next step towards offering new and complementary delivery means for media content by partnering with Ektron, Inc. of Nashua, New Hampshire, to offer its CMS400.NET system for use in the media industry. The CMS400.NET system is integrated with Atex’s Editorial Content Management systems to allow flow of information to the Web site and from the Web site into the print publication system. Editors and content managers are able to make use of multiple publication delivery means, using print, online, e-mail, SMS messaging, vidcasts and podcasts. The Atex integration of CMS400.NET utilizes Web services to allow content, which could exist in many formats, text, audio, video, flash or images, to move easily between the two systems, along with its associated metadata. This provides a way to make the most of not only article and image content for the Web, but also to utilize online data, such as blog posts, comments, form data and poll data in the print system. http://www.atex.com, http://www.ektron.com

Webinar Alert: Managing Multiple Websites

We hear it time and again in our engagements with enterprise users who are solving business problems with content technologies. What’s the right mix of business and IT when it comes to success? Today, one specific context for this question is the development of an overarching, enterprise-wide web strategy. Global businesses demand multiple websites, both internal and external. The challenge of managing their development, deployment, and maintenance can be overwhelming. Or not, given the right technology and processes for multi-website content management.
Gilbane’s Bill Trippe talks with Michelle Huff, principle product director, Oracle Content Management, about effective multisite management.
Multiple Websites: Driving You Crazy, or Driving Your Business?
Wednesday, May 2, 9:00 am PT
Registration is open. Registrants receive a complimentary advance copy of the new Gilbane white paper, The Multi-Website Challenge in Enterprise Content Management: Balancing Control and Distributed Content Creation.
If you have issues you’d like Bill and Michelle to address in the webinar, please post comments to this entry, and we’ll include them in the discussion. You can also send email to bill@gilbane.com.

The User Experience and the Importance of Rich Media

As the consumption of Web content becomes more highly scrutinized by business managers measuring the effectiveness of corporate information portals and online retailers analyzing conversion rates for their marketing campaigns, the importance of rich media as a fundamental enabler of the ideal user experience has reached the critical point both for enterprises choosing WCM solutions and vendors selling them. Over the past year, companies have begun prioritizing in their selection criteria the ease with which business users can create highly-usable Web sites containing multiple rich content types. Because design agencies are repositories of expertise in site usability, it is not surprising that the market has seen a dramatic rise in their influence on enterprise selection processes. Web design firms now influence 15-20% of all enterprise-wide WCM solution purchases in the U.S. and 25-30% in Europe (including systems integrators with usability domain expertise).

What does this mean for enterprises? First, it means that they can use design agencies as leverage points to ensure that vendors with the most usable solutions win their business. Secondly, it means that WCM solutions themselves are improving rapidly in terms of usability. Software vendors know that no longer can corporate IT departments prioritize low-level feature-functionality over interface design, and therefore enhancements to user interfaces are far outstripping those to extended feature-function lists. Lastly, the increased use of analytics packages to measure the performance of WCM systems against pre-defined goals means that the ROI for these systems is becoming both more quantifiable and – very likely – more positive.

StreamServe Partners with Adobe to Support XML Forms Architecture for Dynamic Enterprise Publishing

StreamServe Inc. announced it has entered into an agreement with Adobe Systems Incorporated to provide support for XML Forms Architecture (XFA), the format of Adobe LiveCycle Designer software. This collaboration provides a common design environment for the production and distribution of business-critical documents in support of both interactive and high-volume output processes. XFA combines the data and capabilities of XML with rich presentation capabilities for multi-channel delivery, including PDF. Adobe LiveCycle Designer enables the creation of dynamic XFA form templates. This software supports XML data and schema bindings, enhances document security with template designs for digital signatures and enables compliance with government accessibility requirements for online forms. With it, anyone with Adobe Reader software can participate in secure, interactive data capture processes that extend to customers, partners or suppliers. Examples include new account applications, bid response or correspondence generation. StreamServe Persuasion permits companies to take information from enterprise applications such as ERP, CRM, SCM and legacy systems and transform it into business correspondence that acts as a dynamic and personalized marketing vehicle for cross-sell, up-sell and brand building. http://www.streamserve.com

The FAST acquisition of Convera

It has been a couple of weeks since the announcement that Fast Search & Transfer would acquire Convera’s RetrievalWare, a search technology built on the foundation of Excalibur and widely used in government enterprises.

At a recent Boston KM Forum meeting I asked Hadley Reynolds, VP & Director of the Center for Search Innovation at Fast, to comment on the acquisition. He indicated Fast’s interest in building up a stronger presence in the government sector, a difficulty for a Norwegian-based company. I remember Fast as a company launching in the U.S. with great fanfare in 2002 (http://newsbreaks.infotoday.com/nbreader.asp?ArticleID=17223 ) to support FirstGov.gov, a portal to multi-agency content of the U.S. Government. That site has recently been re-launched as http://www.usa.gov/ using the Vivisimo search portal. There must be a story behind the story, as I hope to learn.

To add to the discussion, last week I moderated a session at the Gilbane San Francisco conference at which Helen Mitchell, Senior Search Strategist for Credo Systems and Workgroup Chairperson for the Convera User Group, spoke. I asked Helen before the program about her reaction to the recent announcement. She had already been in contact with Fast and received assurances that Convera Federal Users would be well supported by Fast and they want to actively participate in conversations with the group through on-line and in-person meetings. Helen was positive about the potential for RetrievalWare users gaining from the best of Fast technology while still being supported with the unique capabilities of Convera’s semantic, faceted search.

Erik Schwartz, Director of Product Management from Convera, was also present; I encouraged him and Helen to leverage the RetrievalWare user community to make sure Fast really understands the unique and diverse needs of search within the enterprise. We are all well aware that in the rush to build up large customer bases with a solid revenue stream of maintenance, vendors are likely to sacrifice unique technologies that are highly valued by customers. A bottom-line round of pragmatic cost cutting usually determines what R&D a vendor will fund, foregoing the long term good will that could accrue if they would belly-up to integrating these unique features into their own platform.

Time will tell how serious Fast is in giving its new base a truly valuable customer experience. I would also note that this acquisition has also been observed by a broader information management industry publication, Information Week. See David Gardner’s article at http://www.informationweek.com/news/showArticle.jhtml?articleID=198701793.

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