bringing intelligence to content at ericsson · 2018. 5. 3. · — untapped potential (review and...
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Ericsson Internal | 2018-02-21
Bringing Intelligence to Content at Ericsson
Ericsson AB 2018-05-14Dominic McAleenan
With a little help from our Friends at Acrolinx
Ericsson Internal | 2018-02-21
Intelligent ContentThe more it’s used the better it gets
Ericsson Internal | 2018-02-21
Who am I
Ericsson Internal | 2018-02-21
From copper wire to artificial intelligence
140Years of enabling communication
95%Of world population covered by mobile broadband (3GPP)
18Billion connected devices in 2017
8XWorldwide data traffic from 2017 to 2023
Ericsson Internal | 2018-02-21
Global presence
employees worldwide
100,700
of our employees are dedicated to R&D
23,600
of our employees are active within Services
55,000North America
10,0
Europe & Latin America
49,2
12,4
North East Asia
24,5
South East Asia, Oceania & India
Middle East & Africa
4,5
X 1,000 employees
Ericsson Internal | 2018-02-21
April 2020
Ericsson Internal | 2018-02-21
Our Acrolinx story so far…2012— Pilot started— Term base and initial domains established— Term process in place
2013— Term domains in place— Term management in place— Stepwise deployment
2018— 10400 terms, 95 guidelines— 1300+ registered users
› Writing guide from Acrolinxguidelines and Corporate Style Manual
› Term base from CPI Word List and PDU Glossary documents
› Supported by Fodina
Support & training:
› WBT for new term admins
› Methods for writers and term admins
Ericsson Internal | 2018-02-21
The Content Conundrum…
Ericsson Internal | 2018-02-21
Unified Product Information
› Technical information to manage products throughout their lifecycle
Customer Product Information
Services
› Information related to the service product portfolio supporting service deployment
› Supports competence development plans. Competence investment secured by linking business and operations objectives to competence requirements
Learning Product Information
› Supports the sale and marketing of Ericsson products
Marketing Product Information
Design Base
Ericsson Internal | 2018-02-21
The Content Perfect Storm
— Digital transformation— Cx Continuous Everything— Speed and frequency of deliveries— Tools park swap out
— PLM— eCommerce— CRM— Publication channels
— Automation— Personalization— Information & user model— …
— Digital transformation— Cx Continuous Everything— Speed and frequency of deliveries— Tools changes
— ?— Automation— Personalization— …
@ Ericsson @ our customers
Ericsson Internal | 2018-02-21
Acrolinx in the eye of the storm
— Terminology challenge— 10 800 already in the CPI domains— Multiple governing bodies— Product naming board— Variation across content domains— No single source of truth
— Language quality— Important for brand (multiple tools)— Untapped potential (review and assurance)
— Opportunities— Big data impact— Analytics— Automation
Ericsson Internal | 2018-02-21
Where are we today?
— Feeling that for us Acrolinx is low-hanging fruit (not always easily accessible)— Addressing the business case for each area— Quantifying what we can stop doing
— Fewer governance bodies— Guidelines and terms enforced in all tools
— Still wondering what tomorrow brings from Acrolinx
Ericsson Internal | 2018-02-21
Content Evolution
Supportive“passive”
Intelligent“adaptable”
Cognitive“thinking”
2023
2018
2013
From Supportive to Intelligent by creating a flexible source.
From Intelligent to Cognitive by connecting to, use, and process data from variety of sources
INTELLIGENT CONTENT
Intelligent content is content that’s structurally rich and semantically categorized and therefore automatically discoverable, reusable, reconfigurable, and adaptable – Ann Rockley
COGNITIVE CONTENT(no common global definition)Cognitive systems use content and data in real time from multiple sources to determine a best personalized answer to you at speed.It understands, remembers, and uses your preferences, your needs, your context to deliver relevant content in a natural dialog-driven conversation.
Ericsson Internal | 2018-02-21
— Used and still developing for CPI since 2012— Anticipated by many as an important element of our content management strategy— Digital transformation and our Quest for Easy provides the perfect storm for content strategists to
realize the full potential of intelligent/cognitive content
Ericsson Internal | 2018-02-21
