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Position Paper on Value of Technical Publication in the Business Intelligence Industry

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									Position Paper on

Value of Technical Publications in
the Desktop Virtualization Industry

       This paper presents the value and need for qualitative
       Technical Publications in the outgrowing Desktop             TWB - Leading Technical
       Virtualization industry; to market and support the           Documentation Outsourcing Company
       products with a superior value proposition.
                                                                    TWB is a leading technical documentation company
       Technical publications created in the Desktop                with an excellent record of providing unmatched
       Virtualization industry include a wide variety of material   technical documentation to many major multinational
       such as user guides, white papers, case studies,             companies.
       datasheets, reference guides, quick installation guides,
       product selection guides and configuration guides.
                                                                    TWB is the ideal choice for leading Desktop
                                                                    Virtualization solution providers. TWB helps customers
       These documents transfer processes and procedures            with all their technical and marketing documentation
       involved in using the latest technology, engineering,        needs such as white papers, case studies, datasheets,
       operation, and upgrading of the products and related         cheat sheets, product summaries, user guides, quick
       software.                                                    installation guides, press releases, and brochures.

       Market researches show that Desktop virtualization is        TWB works closely with client teams located globally,
       currently the hottest IT sector and it is about to           and assists them in meeting their worldwide product
       become mainstream amongst the everyday PC                    announcements and launch deadlines. TWB works
       desktop user. The rapid growth in the industry has           round-the-clock with client teams and help them with
       invited greater competition among the industry-leading       quick responses that facilitate timely distribution of
       enterprises.                                                 documents around the globe.

       Great technological innovation can be a failure in the
       marketplace if end-users feel it is too hard to learn or
       not easy to use. Good support documentation can
                                                                    “Knowledge is people, money, learning, flexibility
       make a product easy to understand and use which
                                                                    and competitive advantage. Knowledge is more
       results in greater user acceptance. Hence these
                                                                    relevant to sustained business than capital or labor.
       support documents must be presented in a
                                                                    And yet knowledge remains the most neglected
       professional and easily comprehensible format.
                                                                    asset of a business. TWB helps you unlock and
                                                                    share your technical knowledge with the world.”
       With continuously increasing product models and fast
       track product launches, most of the companies
       outsource their documentation requirements to reduce
       support costs, and deliver their products with quality
       support documents.

       “TWB believes that the technology cannot exist
       without being communicated effectively.”

The Writers Block                                         www.twb.in                                             1           1
       Desktop Virtualization Industry – Technical Publications

       Growth and Trends in the Desktop                                Challenges and Solutions
       Virtualization Industry

       The Desktop Virtualization industry is currently one of         The Desktop Virtualization is a relatively new
       the fastest growing IT sector. Desktop Virtualization           technology and most enterprises are still evaluating
       products are deployed in companies ranging from small           Desktop Virtualization solutions. Hence these
       and medium business to large enterprises.                       enterprises face some challenges.

       The term desktop virtualization covers technologies such        The challenges include:
       as hypervisors, hardware and software based desktop
       virtualization solutions, zero/thin/smart client devices,          The need for high quality documentation to explain
       connection brokers, protocols, different DVI operating              the value of product, for marketing, and to reduce
       systems and other interesting but complex technologies.             support costs

       According to a leading market research company, 99 out             Marketing products across the globe requires
       of the Fortune 100 companies use virtualization                     documentation in multiple languages for the
       technology to power their data centers, safeguard                   worldwide audience
       against disasters, improve development life cycles and             Need for management of high volume of
       more efficiently manage desktop environments.                       documentation

       The research also showed that the worldwide Hosted
       Virtual Desktop (HVD) market will accelerate through            To overcome these challenges TWB offers a wide
       2013 to reach 49 million units. The worldwide HVD               range of services for:
       revenue will grow from about $1.3 billion to $1.5 billion in
       2009, to $65.7 billion in 2013.                                    Preparing white papers, case studies, online help,
                                                                           illustrations, and training materials
                                                                          Providing knowledge and content management,
                                                                           single sourcing, and data migration
       “Most enterprises are still figuring desktop
       virtualization out: architecture, model, technology,               Protecting technical and commercial data of newly
       process impact, and security.”                                      developed products
       –Stephen Elliot, IDC Research Manager                              Creating, editing, reviewing, and maintaining
       Market Growth Estimation                                        It is sometimes difficult to manage high volumes of
                                                                       documentation requirements for new products and
                                                                       technologies. As a result, most of the documentation
                                                                       requirements are outsourced to companies that
                                                                       provide quality and on-demand technical publication


                                                                       For a leading Desktop Virtualization solution provider,
                                                                       association with TWB has benefited them immensely
                                                                       in the following ways:

                                                                          Well written white papers and case studies were
                                                                           used as great selling tools to give prospective
                                                                           customers a clear idea of what they could achieve
                                                                           with the product
       Quality user information is the most cost-effective                Use of simple and clear language helped to easily
       way of answering the questions of customers that                    single source the documents
       they will encounter when using the product.                        Content management solutions helped to manage
       – Cedarwood Associates, Inc                                         high volume of documentation for upcoming
                                                                           product releases

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       Value of Technical Publications

       Technical Communication for                                     Communication for Different Levels of
       Transferring Product Knowledge                                  Technical and Product Knowledge

       The purpose of technical communication is to transfer           In technical publications, audience is the focal point.
       product knowledge to end users in a comprehensible              Hence, the style, language, and content must vary
       manner. The strategies of communication and levels of           depending on the type of audience being addressed. It
       information vary depending on the type of product and           is because every user has a specific role in the
       audience.                                                       implementation and usage of the technology.
                                                                       Therefore, it is important that documents be created
       Providing end users with information about a product’s          keeping in mind the role of the person who will use the
       operation and maintenance is critical to the market             document.
       performance of the product. Hence, the need for quality
       documentation is imperative.                                    For example, when you document a software
                                                                       application designed for highly technical users, it is
       In today’s business scenario, technical publications are        sufficient to provide the users with quick reference
       often developed as an afterthought. This usually results        information to use the application.
       in inaccurate and incomprehensible documentation,
       which, in turn, renders the users incapable of using the        For users who start without technical or product
       products.                                                       knowledge, it is important to provide detailed product
                                                                       information along with instructions on how to use the
       Accurate, readily understandable, and quality documents         product.
       determine how a product sells in the market and result in
       increased customer satisfaction.
                                                                       Attractive Publications as Useful
                                                                       Marketing Tools
       Faulty Assumptions that Result in
       Problems in Documentation                                       Besides transferring knowledge, technical publications
                                                                       are also used for marketing a product. Before a
       The faulty assumptions listed below result in                   product is released in the market, information about
       incomprehensible document:                                      the product needs to be effectively communicated to
                                                                       the customers.
          Developers know their products better than anyone
           else – due to time constraints and limited resources,       Well-designed, accurately presented, and attractive
           many companies assign their documentation tasks to          marketing collaterals increase the market prospects of
           the programmers. This more often results in the             a product and reduce support costs.
           creation of technology-centered information, while
           end users require task-oriented information.

          Documentation of complex applications requires a
           longer learning curve for the writer - learning the
           product will not be a major obstacle for writers with
           the right technical background.

The Writers Block                                         www.twb.in                                                3           3

          Price Competitive Growth in the Desktop Virtualization Industry: Growth of companies in the Desktop
           Virtualization industry is driven by providing the best solution depending on customer requirements. It is currently
           one of the fastest growing IT sector. The Desktop Virtualization solution providers have global presence and
           need technical publications that can be used in different geographies. Marketing Desktop Virtualization products
           require supportive business collaterals and product documentation.
          Value of Technical Publications: Technical Publications are very essential for transferring product knowledge
           to the end users. Provisioning of proper material to use the technology and products enables the user to accept
           and efficiently use the product. Faulty assumptions about documentation lead to inaccurate and hard-to-
           understand material. This also decreases the changes of marketing the products in the global markets.
          Role of Documentation Outsourcing: The Desktop Virtualization industry, being highly competitive and rapidly
           growing, consider the possibility of outsourcing the documentation needs to well-established Technical
           Publications Solutions providers. This helps the companies cut costs, explain the value of their products to
           customers, and at the same time deliver their products with quality documents.

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       TWB Services

       TWB is India’s leader in technical communication outsourcing and education. TWB offers a complete suite of services that allow
       our customers to effectively publish their technical knowledge with their people and processes. TWB’s customers range from
       Global 500 – including Cisco, Accenture, McAfee, LG, Samsung, Citrix, SAP, Siemens, AOL, Intel; Indian technology majors –
       including Infosys, Wipro; Global defense majors - Pratt & Whitney, Honeywell, DRDO, HAL; and exciting technology startups.
       TWB's expertise in technical communication ranges from IT Products and Outsourcing, ITES, Banking, Financial, Aerospace,
       Defense, Ship Building to Hi-tech Manufacturing, and Discrete and Process Manufacturing.

       TWB’s services include:

       Technical Marketing                         Technical Product                              Documentation Quality
       Solutions                                   Documentation                                  Management
                                                      Datasheets
                                                      Administrator’s Guide
          Datasheets                                                                                Copy Editing and Proof Reading
                                                      API Document
          Cheat sheets                                                                              Managing Writing
                                                      Configuration Guide
          Solution Briefs/Solution Brochures                                                        Editing Services
                                                      Functional Specifications Document
          Presentations – Products/Corporate                                                        Layout and Design
           Profile                                    Installation Manual
                                                                                                     Creating SLAs
          Brochures and marketing collateral         Interface Document
          Web content                                Interactive Electronic Technical Manual
                                                                                                  Business Documentation
          Audio and video scripts
                                                      Maintenance Manual                            Business Proposals
          Press releases
                                                      Online Help                                   Legal Disclaimers
          Direct mail
                                                      Operation Manual                              Policy Manuals
          Newsletter design copy
                                                      Product Demo                                  Style Guide Design
          Sales catalogues
                                                      Product Specifications Document               Template Design
          Sales sheets
                                                      Product Overview Document
                                                      Quick Reference Guide
       Business Communication                                                                     Content Management
                                                      Release Notes
          Short Reports                              Requirement Analysis Document
                                                                                                     Single Sourcing
          Proposals                                  SDK Document
                                                                                                     File Version Control
          Case Studies                               Troubleshooting Manual
                                                                                                     Document Naming Conventions
          Lab Reports                                User Manual
                                                                                                     Consistent Document Formatting
          Memos                                      Open Source Documentation
                                                                                                     Data Transformation
          Progress/Interim Reports                   Programmers Guides
          Writing for Electronic Media               Functional Specifications Document
                                                      Use Cases                                  Web site Development
       Illustrations                                  Online Help /Context Sensitive Help
                                                                                                     Web 2.0 development
                                                      Troubleshooting Guides
          Graphic Designing                                                                         Web content
          Info graphics                                                                             Web applications
                                                   Qualitative Analytics for
          2D & 3D animation
                                                   Decision Support                               Translation and Localization
          Line drawings and illustrations
                                                      Economic Business Research
       Process Documentation                          Industry Analysis                             Software Translation Services
          Workflows                                  Market Opportunity Analysis                   Document Translation Services
          Standard Operating Procedures              Competitive Business Analysis                 Localization (L10N) Testing
          ISO Documentation                          Company & Prospect Profiling                  Internationalization (I18N) Testing
          CMM Documentation                          Reporting Solutions
                                                      Assessment of Unmet Market Needs           Records Management
       Deployment and Support                         Status and Potential of Technologies
                                                                                                     Document Management Solutions
                                                      Benchmarking of Strategies Vs
                                                       Competition                                   Record Management Storage and
          Installation and Configuration Guides
          Operations Manual                          Forecasting
                                                      Sales Force Effectiveness
                                                      Market Assessments
                                                      Competitive Intelligence
                                                      Opinion Leadership
                                                      Emerging Markets - evaluation and

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       TWB Software Tools Expertise

       Our technical proficiency in software and authoring tools includes:

         Unstructured Content                          XML Structured Editors              Multimedia /Authoring
                                                          Epic                               Adobe Flash®
            Microsoft Word®                              FrameMaker+SGML                    Adobe Dreamweaver®
            Adobe FrameMaker®                            X-Metal®                           Microsoft FrontPage®
            Adobe InDesign®                                                                  Adobe Captivate®
            QuarkXPress®                              Macromedia Captivate
            Adobe PageMaker®                          Graphics/Animations
                                                                                          Multimedia /Authoring /
         Illustrations                                    Adobe Flash®                    Supporting tools
                                                          Adobe Photoshop®
            Adobe Flash CS4 Professional                 Adobe Fireworks®                   Adobe Flash®
            Adobe Illustrator CS3                                                            Adobe Flex®
            CorelDRAW                                 Online Help                            Adobe AIR®
            Microsoft-Expression Graphic                                                     Adobe Dreamweaver®
             Designer                                                                         Adobe Acrobat®
            Xara Xtreme (Windows & Linux)                JavaHelp
                                                                                              Microsoft Silverlight®
            CuteDraw                                     Adobe RoboHelp 7.0
                                                                                              Adobe Authorware®
            Publisher3D(for animation)                   HelpScribble
                                                                                              Adobe Director®
            Sketsa SVG Editor (for vector                WebWorks Publisher
                                                                                              Adobe Captivate®
             graphics)                                    PowerCHM
                                                                                              Trivantis Lectora®
            Techsmith Camtasia                           Doc-To-Help
                                                                                              ASP.NET
            Adobe Flash CS4 Professional                 WinCHM
                                                                                              JSP
            Arbortext IsoDraw (technical                 HelpSmith 2.1.1(Windows)
                                                                                              JAVA
             illustrations for 2D and 3D)                 Fast-Help
                                                          MadCap Flare                    Standards
         Graphics/Animation                               Help-Server
                                                          NVU Help
                                                                                              SCORM 1.2 / 2004
            Adobe Flash®                                                                     AICC
            Adobe Photoshop®                                                                 W3C
            Adobe Illustrator®                                                               Section 508
            Adobe Fireworks®                             XMetal®                            QTI XML
            Microsoft Silverlight®                       Microsoft Word 2003®,
                                                          Microsoft Word 2007®
         Databases                                                                         Development and Publishing
                                                       CMS/ LMS
            Microsoft Access                                                                 XSLT/XSL
            Microsoft SQL Server                                                             EDD
                                                          Sharepoint®
                                                          Moodle
         Flowcharting                                     Joomla,
                                                          WordPress
            Microsoft Visio                              Media Wiki
            iGrafx                                       CMS Builder
            EDraw                                        Author-it (formerly AuthorIT)
            RFFlow                                       Alfresco
            Flowbreeze
            Smart Draw

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       Industries Served

       TWB services a wide range of technology and knowledge-driven industries, helping them meet their markets better. These include:

           Banking, Insurance and Financial Services                         ITES/ KPO/ BPO
           Consulting and Business Services                                  Pharmaceuticals and Biotechnology
           Defense, Aerospace and Hi-Tech Manufacturing                      Process Manufacturing and Allied Industries
           Education and Learning                                            Steel, Ship Building, Construction and Aviation
           IT, ITES                                                          Telecom and Digital Communications

       TWB has been the preferred technical documentation outsourcing company for:

                                                 The TWB Building                            US Office:
                                                 No: 4062, 19th Main Road,                   TWB
                                                 HAL 2nd Stage,                              11701 Norwegian Wood Drive
                                                 Bangalore – 560008                          Austin, TX 78758
                                                 Landmark: Behind Carlton Towers

                                                 Telephone:                                  Telephone:
                                                 +91.80.40741400 / +91.80.41256367           +1.512.586.8357

                                                 Corporate Enquiries: corp@twb.in

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