SDL's Andrew Thomas gave Tuesday's closing keynote. The idea of living is a post-PC world is driving change. What does "post-PC world" mean?
It means channel explosion. Your customers get information not just from you, but from social media sites and more, and you have very little control over that. The idea is to not fight that, but to embrace that.
As soon as you add language and locale to that explosion, you've multiplied the challenge.
Your customer is the center of their own universe, not your company or your product.
Good content makes a really good impression. Good content is media rich, it's contextual, and it's meaningful.
Good content provides better support then people.Self-service is growing. A growing number of people want to do it themselves. They don't want to interact with a real person. They expect that the information they are looking for will be available.
Content reuse enables efficiency, consistency, and quality. If you find a chunk of content that's of poor quality, you have to fix it only once.
If your content sharing model involves copy and paste, you have failed.
If your customer can't find the content they need from you, they will go somewhere else.
Content has to be compelling, useful, and easy to create. The latter is where XML has fallen down: it may make sense to a tech writer, but not to anyone else.
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