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Next-Generation Web Catalogs Whats Next?
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Live Poll 1

• How does your company currently do business
  online?
• Online catalog hosted on your website
• Online marketplace hosted on your website
• Online marketplace hosted on another website
• Some combination of the above
• None of the above

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Agenda

• Todays e-catalog solutions
• Pluses and minuses
• Opportunities for improvement for your customers
  and yourself
• Arbortext products
• QA

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Live Poll 2

• What is the most significant issue in maintaining
  your website?
• Generating content
• Retaining website staff
• Meeting management goals
• Keeping the site up
• Maintaining site performance

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The reason were 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

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E-Catalog Approaches

• PDF version of print catalog
• Hand-crafted Web pages
• E-catalog software
• Internally developed system

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PDF Catalogs

• Unsuitable for browsing online
• Opaque to search engines
• No linking, especially across documents
• No integration with shopping carts
• No personalization
• Resellers cant reuse
• Limited update frequency

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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

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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

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Internally Developed System

• Complex development on Web app servers and
  databases
• Lots of data scrubbing
• Limited descriptive info just for selling
• Content owners cant run the process
• Out of synch with print catalogs
• Requires high-level expertise and ongoing
  maintenance

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Live Poll 3

• What approach does your company take for online
  catalogs?
• PDF catalog
• Hand-crafted Web pages
• E-catalog software
• Internally developed system
• None of the above

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War Stories

• Company buys from its competitors because it
  lacks product information
• Separate divisions look like different companies,
  leading to brand erosion
• Companys separate Web and print processes lead
  to high errors and costs

• Leadership in a commodity market gained through
  high-quality information on all media
• Company selling obsolete products forced to
  substitute better products
• Prospects experience Web rage after 12 minutes
  of unproductive searching

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Content Business

• Good content is absolutely critical to the
  development and livelihood of B2B 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
• Its 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

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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

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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

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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 enablesautomation
• Automating content processingand delivery allows
  you make your content more dynamic, more
  appropriate, more useful and more adaptable

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XML reality vs. hype

• Pitfalls
• Check box item
• XML usage vs. XML support
• Partial solutions

• Positives
• Web standard
• Widely supported
• Highly adaptable
• Stable

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Capturing Content

• Today, product information comes in word
  processing and desktop publishing formats
• Aggregating content from multiple formats into
  XML is the key
• But its hard inconsistency inhibits conversion

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Live Poll 4

• How important is XML content to the future of
  your online business?
• Extremely
• Very much
• A little
• Not at all
• Dont know

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Overview of Arbortext

• Largest supplier of XML software for creating and
  publishing information on multiple media
• Founding member of W3C XML Working Group
• Over 40,000 seats installed worldwide
• More than 300 Global 2000 customers
• Worldwide presence

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IntermarketContent 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 post-sale self-service information
• Serve customers globally

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Live Poll 5

• How easily will your current web systems meet
  your future content and commerce needs?
• Extremely difficult
• Moderately difficult
• Moderately easy
• Extremely easy
• Dont know

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Intermarket
Rich Catalog and Self-Service Content
Rich Content Distribution
MS Word
FrameMaker
Web forms
E3
Interleaf
Market- places
Epic Editor (XML)
Repository
XML/DOM foundation for unlimited flexibility and
fast time to results
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Intermarket Overview
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Intermarket Architecture
Print/PDF

• Epic E-Content Engine
• Aggregation
• Transformation
• Personalization Integration

Print Composer
Interchange
Wireless Composer
Web Composer
Content Loader
Syndication Engine
Syndication
Administration Repository
User/Group Manager
Syndication Manager
Content Manager
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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

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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 andproperty search

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Capture Structured and Unstructured Content

• Content Loader captures content from
• Other marketplaces
• XML databases
• Excel spreadsheets
• CSV files
• Word documents
• FrameMaker documents
• Interleaf documents
• Relational databases
• Direct creation of rich content
• Client-based Epic Editor
• Browser-based Epic Editor
• Browser-based Web forms

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Multiple Languages

• Multiple Languages
• Designed from the ground up for multinational
  applications
• All user interface components
• All content
• Automatic selection based on profile

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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)

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Live Poll 6

• How would you rate the usefulness of the
  information you received at this webinar?
• Very useful
• Moderately useful
• Slightly useful
• Not useful at all
• No comment

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Thank You!To learn more about delivering
world-class product information with Intermarket,
please call 1 734.997.0200 or go to
www.arbortext.com.PG Bartlett pgb_at_arbortext.com