dustin vaughn | solutions consulting manager€¦ · adoption of structured authoring is still...

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Dustin Vaughn | Solutions Consulting ManagerThe State of Structured Authoring


A little about myself…

• Solutions Consulting Manager• Adobe Certified Expert• Panelist, Speaker, and Adobe

representative at various industry conferences

• Designer, Developer, and Host for technical, solution-oriented pre-sales demonstrations for key global customers

Dustin Vaughn

2


Agenda

Structured Authoring (SA) Adoption Trends

Profile of a SA organization

Workflows and differences

Migration lessons and key challenges

3


Insights drawn from several surveys over time

Tech CommContent Strategy &

Tools Survey

Tech Comm Tools and trends survey

Feb’12 May’13 Sep’13

1 2 3

Who is today’s technical

communicator?

Sep’14

4

Tech Comm Survey 2014

Plus several industry surveys


Agenda





5


Adoption of structured authoring is still growing..

29%

42%

15%

28%

44%

2008 2009 2011 2012

Scriptorium SDL Content Wrangler

% of respondents who are already doing structured authoring% of total, various industry surveys

Source: Scriptorium 2009, 2011; SDL survey; Content Wrangler Survey


Adoption of structured authoring is still growing..

% of respondents who are already doing structured authoring% of total, Adobe surveys

Source: Adobe survey to STC NA 2012 (N=237)Adobe tech comm survey 2013 (N=515), Adobe Tech Comm Survey 2014 (N=541)

20%

28% 31%

19%

13%15%

2012 2013 2014Adobe Surveys

Already Doing

Plan to


DITA is by far the most popular standard, followed by custom structure

4%

5%

10%

10%

17%

44%

57%

Not decided

ATA

S1000D

Don't know

DocBook

Use our own customstructure

DITA

Usage of various structured authoring standard% of respondents who are already doing structured authoring, N = 143

57% 50%

40% 60%

Source: Adobe tech comm survey 2013 (N=515), US=84, EU=36Survey question: Which standard(s) if any are you using or planning to use in your structured authoring?

DITA most popular, more so in the US than in EU


Top motivations for doing structured authoring

3.3

3.8

3.9

4.1

4.3

4.3

4.4

Savings in translation costs

Savings in contentdevelopment time

Reduced content errors

Easier publishing to multipleformats

Ease of updating/maintenance

Document consistency

Content re-use

Source: Adobe tech comm survey 2013 (N=515)Survey question: Please rate the importance of the following factors in your decision to move to structured authoring.

Importance of factors in migration to SAAverage rating, scale 1-5. 1=Not Important and 5=v. important

Majority of the top reasons are related to driving re-use of

content, easier maintenance and

consistency


Several of our customers have reported benefits from migration to structured authoring

“It takes us 40% less time to create the document in structured FrameMaker as compared to Word”- A large aerospace company

“With structured/XML, we can automate publishing from databases, besides the usual content re-use and efficiency in content development related benefits”- A large semiconductor company

“Saw 65-90% re-use when we moved to DITA in GSG and tips poster”- A large smartphone manufacturer

“In our migration to structured authoring, we expect 10-15% of content re-use”

“Re-purposing to newer deliverables is another new possibility”- UK based organization

“We also expect improved quality of content due to structured authoring principles”- A large US based chipmaker

10


Agenda





11


Is it only large companies?

Source: Adobe tech comm survey 2013 (N=515)Survey question:At what stage of structured authoring journey are you currently?Tiny = 1-9. Small = 10-99, Medium=100-1K; Large=1-5K; Enterprise > 5K FTE

Small

Medium

Large

Enterprise 55%

40%

28%

37%

46%Tiny

Already doing/Migrating/Planning to do Structured Authoring% of total respondents

Adoption of structured

authoring is not just restricted to large companies

Total=41%


Is it concentrated in certain geos?

Source: Adobe tech comm survey 2013 (N=490)Survey question: At what stage of structured authoring journey are you currently?% of respondents who said they are already doing/migrating/planning to migrate to structured authoring


NA

APJ

EMEA

49%

40%

40%


Is it only few industries?

Source: Adobe tech comm survey 2013 (N=490)Question: At what stage of structured authoring journey are you currently?% of respondents who said they are already doing/migrating/planning to migrate to structured authoring

32%

56%

32%

41%

50%

Healthcare

Telecommunications

Manufacturing

Prof Services

High Tech


Top 5 verticals


As expected, Structured Authoring organizations have had more investment in tools and systems

Don’t know

24%

51%

11%

14% Source: Adobe tech comm survey 2013 (N=515)Survey question:Over the last 3 years, what has been the trend for software spends in your tech pubs department?

Software budget trends, last 3 years

Increasing

More or less stable

Decreasing

36%Increasing

Those doing structured authoring


Agenda


New markets and growth opportunities



16


Lets examine the workflows of SA organizations and how they are different from other organizations

17



18


Variety of end deliverables being produced, more than those in Unstructured organizationsEnd deliverables produced% of those doing SA, N = 143

9%

10%

15%

29%

29%

30%

42%

49%

55%

66%

91%

Job cards

QA Procedures

Parts catalogues

Policies & Procedures

FAQs

Knowledge Bases

Maintenance procedures/tasks

eLearning/training materials

Training content

Help Systems

User Manuals

Source: Adobe tech comm survey 2013 Question:What types of end-user deliverables are you producing on a regular basis?*

Traditional Structured

Differences in # deliverablesAvg # of deliverables/respondent

3.0 4.3


On average working with >5 languages, and also more than unstructured organizations

3.4

5.5

Unstructured Structured

Number of languages working withAvg # of languages in which creating/translating content

Source: Adobe tech comm survey 2013 (N=515)Question: Which languages do you either create or translate your content to?*

Structured organizations are

working with more # languages



21


25%

34%

Unstructured Structured

Collaboration is relatively more important in Structured organizations

Importance of collaboration% of respondents who said that collaboration is increasing in their organization

+9%

Source: Adobe tech comm survey 2013 (N=515)

Collaboration is more important

in Structured organizations


CMS usage is higher in structured authoring organizations and is expected to drive most of the growth in CMS adoption

CMS adoption% of respondents, NA only

39%

69%

No plans of movingto structured

authoring

Already doingstructured authoring

Source: Adobe tech comm survey 2013 (N=291), Adobe Tech Comm Survey 2012 (N=237). Excluded respondents who answered Don’t knowSurvey Question: Which of the following CMS are you currently using or planning to use?*

49% 52%

51% 48%

2012 2013

Use a CMS Don't use

CMS adoption% of respondents who use a CMS, WW

4-7% planning to in the future


MultiChannel Publishing is increasing and adoption is 2x in SA organizations

77%83%

50%

64%

Currently Doing Planning To

Multi Channel Publishing Adoption% of Respondents

>1 format >2 format

Traditional Structured

Avg # of outputs

34% 69%

Source: Adobe tech comm survey 2013 (N=515), *> 2 formats

2.9 3.6

Multi Channel Publishing Adoption *% of respondents with >2 formats

As organization move to structured authoring, more of them will be publishing

to multiple formats and devices


Agenda





26


Firstly, there seems to be a skill gap which will need to be bridged

699

555

139

2,858

Source: Indeed.com, Oct 2013

Only 10-15% may have the right skill set


Challenges and lessons learned from migration to Structured Authoring

Content Conversion, 44%

Change Management,

22%

Pre-migration planning, 21%

Content Reuse, 10%

Other, 9%

Business Case, 3%

Post Migration , 1%

Categories of Lessons learned/challenges during migration% of respondents, N=68

Source: Adobe tech comm survey 2013 (N=515)Survey Question: Please describe any best practices/lessons learned so far in your migration to structured authoring


Key challenges facing tech pubs as they move to structured authoring

Content Conversion

Make XML authoring transition easier

Seamless collaboration with SMEs/casual authors

Readiness for a “Mobile First” world

1

2

3

4


Adobe’s solution

30


Adobe’s solution in the Tech Comm Space

FrameMaker 12 FM Publishing Server 12

FrameMaker XML Author 12

RoboHelp 11 TCS 5

Focused on Structured Authoring

31


Thank you!

.com/adobetcs

@AdobeTCS

blogs.adobe.com/techcomm

dustin vaughn | solutions consulting manager€¦ · adoption of structured authoring is still...

Documents