SDL Proprietary and Confidential SDL Proprietary and Confidential

Kevin Duffy - CEO May 22, 2012

• Information you need to know

•An overview of SDL

•The Structured Content Technology Division

•Trends and Directions

•The Content Maturity Model

• Introduction of our Key Note Speaker

Welcome to the Structured Content Summit 2012

Bringing Technical Information to Life

SDL Recognized Leader in Global Information Management

3

• Publicly traded company with over $400m

annual revenues

• Over 2,700 employees in 70 offices across

38 countries

• Innovative, award winning technology and

services

• Award-winning and profitable company, with

long-term financial stability

• 1,500+ enterprise customers and partners

• SDL Foundation - providing support for

disadvantaged communities around the globe

• We enable global businesses to engage with their customers • In the language and the media they choose

• We help businesses drive global revenues • Enterprise-ready innovative solutions for managing the end-to-end

customer experience

Our Mission

41 of the 50 Top Global Brands

*Source: Interbrand, 2011

SDL Technologies and Services

• Global Web Content Management

• Unified Worldwide Branding

• Cross Channel Engagement

• Profiling and Personalization

• Driving Demand and Conversion

• Content Authoring and Development

• XML, DITA and S1000D Support

• Component Content Management

• Multi-channel, Multi-media Publishing

• Customized Information Products

• Onsite Targeting for up-Selling

• Predictive Targeting

• Personalized Recommendations

• Targeted Advertising

• SEO and Adword Optimization

• Translation Process Management

• Business & Workflow Management

• Intelligent Machine Translation

• Advanced Linguistic Technology

• From Desktop to Enterprise

• Software Localization

• Translation Services

• Business Process Outsourcing

• Project Management

• Localization QA

• Global Content Strategy Consulting

SDL Social Intelligence – Our Newest Division

7

• The most important marketing message may be outside of your control

– Traditional messaging was managed and “pushed” from corporate

– Today’s consumers are reacting, commenting and “publishing” product and company information outside of your control

– Via YouTube, Facebook, Blogs, and more

• Mining & Harnessing the power of the consumer's voice

– Gain insights and intelligence from social media conversations

– Integrate social intelligence with your business strategy

– Understand attitudes, sentiment and behaviours

• Analyze marketing effectiveness

– Measure and improve product launch success

– Understand campaign effectiveness in real time

– Track results and adjust as appropriate

• Comparative history and trending – how does this compare to 1-2-3 years ago?

Analysis & Intelligence

SDL Structured Content Technologies

Structured Content Technologies Division

Leader in Component Content Management (DITA / S1000D)

High End Print and PDF Publishing

Dynamic Publishing (Interactive, Multi-Media Content Delivery)

+ 20 years structured content technologies experience

+ 115 employees

Development centers in Wakefield, Mass / Belgium/The Hague/Kiev

Over 300 customers on 5 continents

Traditional Book Publishing

• Content locked in context

• Information can’t easily appear in multiple

contexts and can’t be tailored readily to

audience

• High costs of formatting

• Content gets out of synch and is difficult to

refresh

• Customers can’t find what they need

Topic Based / DITA Methodology

• XML topic methodology

• Content can be reused and shared

• Same content supports multiple outputs

• Metadata and conditions support filtering

and personalization of content on the fly

• Content components can be easily changed

centrally and updated in all reuse locations

Driving the adoption of XML and Dynamic Publishing

Variations

Of Deliverables

Paradigm of Topics and Dynamic Publishing

Market Segments

Variations in

Customer

Profiles

Product

Variations

Structured Content Technology Products

Component Content Management Solution for S1000D, Milspec, custom

Component Content Management Solution for DITA

Intelligent and Interactive multi-media content delivery platform that provides advanced

distribution and viewing of content over the Web, CD-ROM, thumb drive or handheld

device.

The best-in-class automated XML publishing engine for the production of high-volume,

complexly formatted Print and PDF output

World’s Leading Online XML Editor for non-technical contributors, subject matter expert

review, and community collaboration and crowd sourcing

Global AMS Interactive terminology and style management with translation memory leverage

to improve content quality and consistency while reducing translation costs

Adoption of XML Expanding In Enterprise

Create Content Manage Content Review Content Localize Content Deliver Content

Representative SDL Structured Content Customers

Next Generation Content Development and Delivery You are the Next Generation!

These Trends Are Significantly Impacting Technical and Professional Content

Added Pressures on

Content Developers

Faster/shorter product lifecycles

Agile & iterative development

Distributed teams

Outsourcing

Headcount constraints

SimShip (simultaneous launch)

Sensitivity to customer, partner,

consumer profiles

Need for multi-media tools and

experience

Changing Expectations

from

Content Consumers

Want information via web & mobile

Growing expectation of bite-size

topics

Targeted and tailored (my product/my

problem)

What I need when I need it

In my language

With Video, Audio and more

And a social context - community

feedback, ratings

Technical and Professional Content and Customer Experience

No longer just a post-sales experience

• Research and purchase primarily over the Web

• Show me just the information I need - when I need it (my product, my language on my platform)

• Download docs and product info before purchasing your products

• More videos, multimedia and interactive content – “like you Tube”

• A challenge, but an opportunity – technical content matters

– Not just expensive collateral

– Critical to sales (new and repeat), customer experience and satisfaction

Signs of the times

• At HP, customers buy more than 80% of their

products without touching the product

• At a large software company, 18% of their

customers want technical support on their

Smartphone

• At a scientific instrumentation company, 80%

of their customers download the

documentation before buying

• Aberdeen’s research = documentation that is

automatically customizable to various use-

cases achieves a 39% increase in customer

satisfaction scores and a 16% decrease in

inquiries made to customer support

Customer Expectations Are Changing with Regard

to Technical Information

Technical and Professional Content and Customer Experience

Technical and Professional Content and Customer Experience

When the content IS the product

• Professional and reference

publications are going through the

same transformation

• Ease of search and navigation is

critical

• Content always up to date

• Tailored publications – these

subjects, references, mix & match

• On my mobile, IPAD, tablet and

maybe I still want a print or PDF

• New revenue opportunities and competitive differentiation

– Repackage and resell content in new ways and media

– On demand content for legal, financial, educational, STM…

And Content Silos are Breaking Down

MARKETING /

CUSTOMERS

SUPPORT

ENGINEERING

FIELD SERVICE

PERSONNEL

TRAINING &

LEARNING PARTNERS

PRODUCT

CONTENT

Structured, Component Based Content is the Answer

Content Developers

Move to

XML Structured

Content / DITA

Yielding

Intelligent

Dynamic

Personalized

Content

Delivered Using

Interactive

Multi-Media

Web-Based

Publishing

Platforms

Collaborative Content Development - Embracing Content Stakeholders and Consumers

Create Content Manage Content Review Content

Deliver Content

Where are You? The Content Maturity Model

Content Maturity Model

Product Content Maturity Model

Aware

Content

Model

Unstructured content

Locked in context

Process

Little content sharing

Each writer owns

book

Tools

Desktop Publishing

FrameMaker

No CCM

Product Content Maturity Model

Structured

Content

Model

Beginning to structure

Content for Product

Categorizations

Process

XML Content

Efficiency gains in

content develop and

localization

Tools

XML Authoring

Component Content

Management

Product Content Maturity Model

Collaborative

Content

Model

Fully Structured

DITA Adoption

Structured for

Market Segments

Process

Collaborative

Writing in Place,

XML based review

Tools

Light Weight XML

Authoring for SMEs

and others

Product Content Maturity Model

Transformative

Content

Model

Structured Content

expanding in usage

across the

organization

Process

Content sharing

beyond tech authors

(e.g. Training and

Learning, Support)

Tools

CCM, XML based

data, web services

content exchange

Product Content Maturity Model

Engaging

Content

Model

Structured for

Customer and

Partner Personas

Process

Can push interactively

to customers and

partners

Tools

Smart Interactive

Dynamic Delivery &

Feedback to/from

customers.

The End Game

Research & Development

Market Life

Product and Content Development

Cycle

International

Release

English

Release Shelf Life

Tra

dit

ion

al

Research & Development

Global Revenue & Market Capture Life

Mo

du

lar

wri

tin

g

Localization Author Review Publish

Author Review Publish Localize

Key:

Our Keynote Speaker

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• Recognized authority on the role of emotions and facial coding in

consumer and employee behavior

• Numerous television appearances including:

– The Today Show

– CNN

– MSNBC

• Providing insight and analysis into a wide variety of subjects

– Sports – the baseball steroid scandal and Super Bowl advertisements

– Criminal cases

– Political analysis

• Also a published author of numerous books

– Emotionomics: Leveraging Emotions for Business Success

– Body of Truth: Leveraging What Consumers Can’t or Won’t Say

– About Face: The Secrets to Emotionally Effective Advertising

Dan Hill – President, Sensory Logic Inc.

Case Study

33

Business Impact:

• Elimination of DTP cost,

resulting in savings of est.

$50K/project

• Achieved SIMSHIP of

product documentation in

multiple languages

• ROI achieved in one product

release through localization

savings

• Realized enterprise-wide

consistency and improved

customer experience

Profile:

• Revenues: $1.2 million

• Employees: 2,475

• Countries: 46

• Products: 11

Business Drivers:

• Shorten time to market for complex product

information

• Respond to global markets faster

• Meet demands of shorter development cycles

• Repurpose content in difference languages

• Replace outdated publishing processes

Case Study

34

Business Impact:

• Managing over 20,000 tech

docs

• Shipping over 140,000

systems/day

• Driving down costs of

localization

Profile:

• Revenues: $54 billion

• Employees: 82,500

• Countries: 63

Business Drivers:

• Managing over 20,000 tech docs

• Shipping over 140,000 systems/day

• Driving down costs of localization

Case Study

35

Business Impact:

• 100% reduction of DTP

• 50% efficiency gain

• Reduced translation

costs by 20%

• Reduced returns for

spare parts

Profile:

• Revenues: $2 billion

• Employees: 6,737

• Countries: 8 time zones

• Products: 70+

Business Drivers:

• Reduce multiple processes and tools across

the organization

• Achieve efficiency of content development

and localization cost reduction

• On-Demand publishing of information to the

Website

Case Study

Business Impact:

• Faster time-to-market for

global launches

• Significant reduction in

amount of content of

authored

• Reduced time to market with

content

• Significant increase in

multilingual support with

same budget

Profile:

• Revenues: $1.3 B

• One of fastest growing software companies

• Employees: 6,300

• Leading Decision Management Software

• Locations: 40+

Business Drivers:

• Get ready to scale

• Plan for global markets

• Add 10 new languages

• Scale content to meet new customer needs

• Integrate with translation management

solution