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If they can t find you on line, you ve missed a sale; if they find you but can t locate a product quickly, you ve lost a sale; if they find a product but can t order online or find a local outlet, you re out of luck& Getting to the Web,Transforming product catalogs for internet access can be done in several ways: Literally, by making pdf files from the paper catalog (same info on web as in paper, but it s not easy to search, and it can t be changed dynamically) Web-centric, where customers may print what they want, but web replaces the paper catalog as the resource for accurate, timely information Web-and-paper integrated publishing, where the same information source is used to create online and paper catalogs.@OZZO6aWeb catalogs enable e-commerceOnline catalogs can be integrated with online ordering, transaction processing of credit cards, backend inventory reporting, shipment tracking, etc. in ways that paper can t. Paper catalogs provide some advantages (can be read without computer access, be handled almost anywhere) but have severe disadvantages (long production lead times, high production costs, storage and shipping expenses).6@ R CDo you have to give up paper catalogs to gain internet advantages? Not if printing meets your business needs or suits your customers. But you should add a web catalog to increase your sales reach. tWhat if you could create both web and paper catalogs at the same time, so that you can reduce effort and save money?ZYou can do that now. You just have to find the ways and means that work for your business.[G  1Make the most of your paper catalog as the sourceYou already have invested time and money into your paper catalog that you can leverage for the web, but don t rekey or copy/paste it! Identify the information that s the same for both media and publish it from paper to web. Enable ways to change information when you need to; keep timely information on the web. Create a way to flow the changes into the next version of the paper catalog.0d"3Make your publishing and website support your brand^Maintain your brand with logos, fonts, colors and layouts in web and paper formats Your brand is your public image; your catalog should be instantly recognizable as yours. Maintain your standards for presentation in both media Enforce quality standards for presenting information about your products and your company, even with partners and channels.`SY7|@Y |  8Work forward to change without disabling current systems  If it ain t broke, don t fix it ; if your paper catalog works well for you, add internet functionality (but don t throw out the paper catalog unless you want to quit producing it). Use the amazing resource you already have  all the content in your paper catalog  but repurpose it to serve you on the web as well. This is the key to an integrated web-and-paper catalog publishing system.$ o 5Make your publishing system do some new work for youMany publishing applications enable  Save as Web Page  functions that can get part of the job done, but don t enable searching and customization of information. A better way to get real value to your information is to  save as XML* . XML stores information in a logical structure, making it possible to build custom views of the information for specific customers or business purposes.Z R Save as Web Page is a partial solutionWhile  Save as Web Page makes information viewable on the web, you have to maintain 2 sets of information: in the catalog publishing system and on your website. Difficult to keep synchronized: often different people work on the paper and web pages, and there s usually not a good workflow for making changes in tandem Hard to verify that changes have been made everywhere they should be; no easy way to locate the same info everywhere it appears in both media*++ z Save as XML is more powerful, makes information  re-useful When you save information as XML, it can be located and changed in all the places it s used for web- or paper-based publishing. That same information can then be exchanged with other systems that use XML, such as Enterprise Resource Planning, warehouse databases, inventory control systems, sales processing  all of which are becoming XML-enabled.$]4 (9Make your publishing system work for your long-term needs~Use what you ve got. Build on it to add new functions that expand your business opportunities. Be accessible on the internet, be timely with new products getting to your customer s awareness."Unified Product Catalog Publishing##uUnified means that your web and paper systems can communicate with each other electronically. Unified means that the web and paper catalog use the same indexing and categories. Unified means that you can locate information in both media for updating. Unified means that you maintain branding across all the places customers look for information about you and your products.vvHow do you unify?Use technologies that make information available to paper and web in a logically structured form. XML adds the necessary structure to enable the system Structure existing information to work in the unified system, building a repository of all the product information you publish. Add new product information directly, using information entry forms (similar to data entry forms). Publish to paper and web by building catalogs from the information in the repository, the  single source .<b6Nb6N4How do you implement the change to a unified system?54Identify the information that s most crucial to get online before your next paper catalog, and work with it first. This may be the products that generate the highest profits, those that you have the most inquiries about, or those you sell in largest volume. Or new products and changed products that come to market before your next paper catalog can come out. Convert the critical part of your catalog without disrupting your existing catalog publishing workflow.tht+!Bh+How do you implement the change? continued," )Outsource your conversion to knowledgeable XML services so your publishing dept. can keep working. Conduct ROI reviews to determine what to do in-house in future, and what to continue to outsource Train inside personnel to understand the XML structure of your catalog and the schema you are using, regardless of what you do in-house or outsource. Create XML publishing systems, in-house or outsourced, that are compatible with existing publishing systems, or modify/create new publishing systems if advantageous to your future, based on your ROI review.b*JO Speaking of ROI& (Look at time-to-market. How much of the paper catalog lead time can you cut with a unified system? How quickly can you add new product information to the web, and automatically update the print version? Look at resources. Can unified publishing be done by a single dept. instead of personnel in two depts.? Look at accuracy. How many errors can be eliminated from your web- and paper catalogs when the information is maintained in a single source? UL. Speaking of ROI& (Look at image-building. When your information can be viewed online, searched, recombined, and printed on demand (all benefits of unified catalog publishing), and retain your branding, you have a polished, high-performance presence in the marketplace. In sum: The indirect benefits of XML make straight reduction of costs in publishing less dramatic than competitive edge, branding and speed-to-market advantages.E_ 0Getting started with unified catalog publishingGLocate or train resources, but make sure they understand your publishing applications and standards for print production and understand web design, including interactivity (how customers use your site) and know how to evaluate your information and formulate the XML system that will make web-and-paper publishing work for you.&..0Getting started with unified catalog publishingStart small, start smart Build a prototype from a small set of sample information (such as a section of product catalog pages) to assess how the look and functions of a unified catalog will fit with your website and your current publishing workflows. (This helps build your ROI assessment for full implementation and to quality-assure the system.) Prioritize the information you want to publish and make an staged implementation plan.& Why use XML?  SA look at forces moving the marketplace: e-commerce, globalization, speed to market9Global trading and enterprise integration are speeding upbAlready, industries are forming coalitions to create standards for themselves called XML schemas (rules for structuring information) and making these schemas available to build momentum for global e-commerce. XML, a language for describing the structure of information, is one of the key technologies for making information reusable and transportable. $cYnThe players are on the field, and they re all using XMLMicrosoft, IBM, Sun and Adobe, among others, are all building XML-enabled applications and systems. Bill Gates is one of XML s leading advocates Large enterprises are already using XML in Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), Salesforce Automation (SFA), and Supply Chain Management (SCM)/e-procurement.<dZ-ZZd-"&In a nutshell, XML works for businessjUsing XML to connect applications and business systems is working very well already, and XML development is going on all over the globe. (Note: XML makes multi-language websites and documents easier to produce.) Those who move to leverage their information resources with XML have new opportunities for establishing valuable partnerships and gaining marketshare.$kK$ &For more ideas about XML for business6XML: A Managers' Guide by Kevin Dick (1999, Addison-Wesley) to get a succinct view of business reasons to use XML and issues to consider. XML in Action: Web Technology by William J. Pardi (1999, Microsoft Press) for a more techie view The XML Files: Using XML for Business-to-Business and Business-to-Consumer Applications. 3MB downloadable book; decide from the abstract if it is sufficiently useful, at http://publib-b.boulder.ibm.com/Redbooks.nsf/RedbookKeyLookup/SG24-6104-00?OpenDocument This presentation brought to you by Resourx Consulting www.resourx.com.|ZIZtDWG!0f  ` ` ̙33` 333MMM` ff3333f` f` f` 3>?" dd@ ?" dd@  " @ ` n?" dd@   @@``PR    @ ` ` p>>  *(    B,3f3d P  T Click to edit Master title style! !  0ܗ   RClick to edit Master text styles Second level Third level Fourth level Fifth level!     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HoskinsyDorothy J. Hoskinsy53oMicrosoft PowerPointP@ʹU@L@ O6GPg  R('& &&#TNPP2OMi & TNPP &&TNPP     'A x(xKʦ """)))UUUMMMBBB999|PP3f3333f333ff3fffff3f3f̙f3333f3333333333f3333333f3f33ff3f3f3f3333f3333333f3̙33333f333ff3ffffff3f33f3ff3f3f3ffff3fffffffff3fffffff3f̙ffff3ff333f3ff33fff33f3ff̙3f3f3333f333ff3fffff̙̙3̙f̙̙̙3f̙3f3f3333f333ff3fffff3f3f̙3ffffffffff!___www޼񓵼ޮuGoFGoFFGGFooLFGFoGFiooFGFGooGuoݽFGnGnݶ޼÷FoGoڲڲڲڹڹڹڹڹڹڹڹڹڹڹڹڹڹڹڹڲڲԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹڲڲԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԲԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԹԲԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԳԹԹԹԲԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԳԭԭԭԭԭԭԭԭԭԲԭԳԳԳԳԳԳԳԳԳԳԳԳԭԳԳԳԭԭԭԭԭԭԭ--&TNPP &՜.+,D՜.+,|8    On-screen ShowThe Bean Hill "Times New RomanTahoma Webdings ComputersDefault Design;Catalog Publishing Productivity in the Age of the Internet ContentsOverview: Catalogs as toolsCatalogs as trading vehicles/State of the art: Customers moving to the webGetting to the Web Web catalogs enable e-commerceDDo you have to give up paper catalogs to gain internet advantages? uWhat if you could create both web and paper catalogs at the same time, so that you can reduce effort and save money?2Make the most of your paper catalog as the source4Make your publishing and website support your brand9Work forward to change without disabling current systems6Make your publishing system do some new work for you*Save as Web Page is a partial solution>Save as XML is more powerful, makes information re-useful:Make your publishing system work for your long-term needs#Unified Product Catalog PublishingHow do you unify?5How do you implement the change to a unified system?,How do you implement the change? continuedSpeaking of ROISpeaking of ROI1Getting started with unified catalog publishing1Getting started with unified catalog publishing Why use XML?:Global trading and enterprise integration are speeding up8The players are on the field, and theyre all using XML'In a nutshell, XML works for business'For more ideas about XML for business  Fonts UsedDesign Template Slide Titles 8@ _PID_HLINKSA"257,3,Overview: Catalogs as Tools260,6,Getting to the Web*271,16,Unified Product Catalog PublishingXhttp://publib-b.boulder.ibm.com/Redbooks.nsf/RedbookKeyLookup/SG24-6104-00?OpenDocument286,26,Why use XML?*_z2Dorothy J. 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