This month’s topic: “Next-Generation Web Catalogs – What’s Next? ” For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Live Poll #1 How does your company currently do business online? A. Online catalog hosted on your website B. Online marketplace hosted on your website C. Online marketplace hosted on another website D. Some combination of the above E. None of the above For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Agenda • Today’s e-catalog solutions • Pluses and minuses • Opportunities for improvement for your customers and yourself • Arbortext products • Q&A For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Live Poll #2 What is the most significant issue in maintaining your website? A. B. C. D. E. Generating content Retaining website staff Meeting management goals Keeping the site up Maintaining site performance For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
The reason we’re here • “What is the most significant issue in maintaining your website? ” – – – 43% -- Generating content 17% -- Retaining website staff 16% -- Meeting management goals 14% -- Keeping the site up 10% -- Maintaining site performance -- E-Commerce Enabler Software; Rapid Growth and Faster Change, Tucker Anthony Cleary Gull For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
E-Catalog Approaches • PDF version of print catalog • Hand-crafted Web pages • E-catalog software • Internally developed system For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
PDF Catalogs • Unsuitable for browsing online • Opaque to search engines • No linking, especially across documents • No integration with shopping carts • No personalization • Resellers can’t reuse • Limited update frequency For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Hand-Crafted Web Pages • Time-consuming to develop and change • Typically limited in depth and breadth • Out of synch with print catalogs • Broken links • No personalization • Manual reuse For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
E-Catalog Software • Moderate integration • Lots of “data scrubbing” • Limited descriptive info – just for selling • Point solution – Out of synch with print catalogs – Requires high-level expertise and ongoing maintenance For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Internally Developed System • Complex development on Web app servers and databases • Lots of “data scrubbing” • Limited descriptive info – just for selling • Content owners can’t run the process • Out of synch with print catalogs • Requires high-level expertise and ongoing maintenance For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Live Poll #3 What approach does your company take for online catalogs? A. B. C. D. E. PDF catalog Hand-crafted Web pages E-catalog software Internally developed system None of the above For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
War Stories • Company buys from its competitors because it lacks product information • Separate divisions look like different companies, leading to brand erosion • Company’s separate Web and print processes lead to high errors and costs • Leadership in a commodity market gained through highquality information on all media • Company selling obsolete products forced to substitute better products • Prospects experience “Web rage” after 12 minutes of unproductive searching For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Content = Business “Good content is absolutely critical to the development and livelihood of B 2 B e-Commerce, but its role is frequently misunderstood and its significance is under-appreciated” – Goldman Sachs “The more content-oriented a site is, the more reason it gives people to buy. Content is one of the main drivers of purchases online…” – Forrester Research “It’s a nightmare. Suppliers don't have usable content in their back-end systems. Buyers can't make sense of disparate product data coming from all their suppliers. ” – AMR For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Opportunities for Improvement • Offer all of your information – both for product selection and self-service • Information ideally substitutes for the salesperson and service/support person • Deliver easily navigable and personalized information • In synch with print, CD-ROM, any other media • Implement highly automated processes • Reduce system maintenance and TCO For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Underlying Technical Needs • Capture all product information (both pre-sale and post-sale info) • Store in a single source that is the “single source of truth” for optimal quality • Content must be media-neutral and processable – – – Automated delivery to Web, print, PDF, CD-ROM, other Automatable for greater functionality Precise personalization More targeted searching Consistent in appearance and organization For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Why XML Meets the Needs • XML encodes both metadata and content • XML represents any type of information in a media -neutral, absolutely consistent format • Consistent data enables automation • Automating content processing and delivery allows you make your content more dynamic, more appropriate, more useful and more adaptable For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
XML – reality vs. hype • Pitfalls – “Check box” item – XML usage vs. XML support – Partial solutions • Positives – Web standard – Widely supported – Highly adaptable – Stable For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Capturing Content • Today, product information comes in word processing and desktop publishing formats • Aggregating content from multiple formats into XML is the key • But it’s hard: inconsistency inhibits conversion YOU For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Live Poll #4 How important is XML content to the future of your online business? A. B. C. D. E. Extremely Very much A little Not at all Don’t know For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Overview of Arbortext • Largest supplier of XML software for creating and publishing information on multiple media • Founding member of W 3 C XML Working Group • Over 40, 000 seats installed worldwide • More than 300 Global 2000 customers London Paris • Worldwide presence Boston Ann Arbor San Jose Munich Tokyo For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Intermarket: Content That Means Business • Deliver personalized product information to Web, print, PDF, CD-ROM and wireless from a single source • Deliver content to multiple marketplaces from a single source • Capture, create and maintain rich catalog content and postsale self-service information • Serve customers globally For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Live Poll #5 How easily will your current web systems meet your future content and commerce needs? A. B. C. D. E. Extremely difficult Moderately easy Extremely easy Don’t know For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Intermarket Rich Catalog and Self-Service Content Rich Content Distribution MS Word Frame. Maker Web forms E 3 Interleaf Epic Editor (XML) Repository Marketplaces XML/DOM foundation for unlimited flexibility and fast time to results For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Intermarket Overview For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Intermarket Architecture Interchange Print/PDF Content Loader User/Group Manager Print Composer PDA Wireless Composer OEB Web Composer WAP Syndication Engine Epic E-Content Engine Aggregation Transformation Personalization Integration Web Syndication Administration Repository Syndication Manager Content Manager For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Multiple Catalogs • Create multiple catalogs based on a single source of content; e. g. : – Functional area (Electrical and Plumbing) – Location (Dallas Division and San Jose Division) – Customer (Premier Customer and Standard Customer) – Media: Web, print, CD-ROM, wireless For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Catalog Functionality • Navigation – Multiple Taxonomies – Unique product classification schemes – Standard schemes (e. g. , UN/SPSC) – Unlimited levels of classification • Search (direct and synonym-based) – Full-text – Product and property search For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Capture Structured and Unstructured Content • Content Loader captures content from: – – – – Other marketplaces XML databases Excel spreadsheets CSV files Word documents Frame. Maker documents Interleaf documents Relational databases • Direct creation of rich content – Client-based Epic Editor – Browser-based Web forms Interleaf Frame. Maker MS Word Excel CSV Files For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Multiple Languages • Multiple Languages – Designed from the ground up for multinational applications – All user interface components – All content – Automatic selection based on profile For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Content Exchange (syndication) • Import and export catalog content through the Open Applications Group (OAG) exchange model (or any other data model) • Syndication Manager – Manual control – Scheduled distribution – Event-driven distribution (e. g. , workflow approval) OAG x. CBL c. XML Biz. Talk E 3 Biz. Talk Others For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Live Poll #6 How would you rate the usefulness of the information you received at this webinar? A. B. C. D. E. Very useful Moderately useful Slightly useful Not useful at all No comment For audio, dial +1. 877. 213. 9650 (US and Canada) or +1. 706. 634. 0734; password = “Power Hour”
Thank month’s topic: This You! about delivering world. To learn more class product information with Intermarket, please call +1 734. 997. 0200 or go to www. arbortext. com. PG Bartlett: pgb@arbortext. com
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