Monday's LavaCon opened with a panel discussion with Tom Aldous, Adobe Systems; David Ashton, SDL; and Nolwenn Kerzreho, Componize, moderated by Scott Abel, The Content Wrangler.
Scott suggested today is a "time of recognition." Customers are in control. Everyone is a publisher.
4 out of 5 "traditional" publishers produce eBooks.And the majority publish more than half their catalog as eBooks.
But they still think they sell books. They don't They sell content, and a content experience. Because, they still employ a print-based editorial, publishing, and marketing workflow. It's not scalable. They need to learn from us, to learn how to do things better, faster, quicker.
The first question that the panel tackled what the most important innovative change is and why. Tom mentioned that smartphones have made it possible for many people to access information. It's an opportunity for us to communicate with them. David agreed, adding that it gives us the ability to deliver dynamic content.
Next, Scott asked if structured XML content still needed today. David said yes, reiterating his dynamic content theme, noting that technology hasn't really been able to meet the need. Nolwenn noted that structured XML content can increase modularity and decrease time to market.
Next, panelists were asked for advice on how to face the challenges creating content in a new global economy. David noted that everyone who you want to deliver content to is unique. And that;s what DITA and structured content is for. Nolwenn asserted that translation of content brings you new customers. Tom recognized that it's not about just translation, but about cultural differences, and that rich media can bridge that gap. Nolwenn piped in that you have to be very careful when using images.
Turning to content production, where is opportunity hiding? Nolwenn talked about the concept of minimalism, where you can save money in translation.Tom agreed; it's low-hanging fruit. Terminology management is also critical.
Value comes from eliminating waste and saving time. What are important time savers? Reuse was the theme in answers here.