From: Subject: A billion dollar baby on paper Date: Tue, 22 May 2007 10:12:02 +0530 MIME-Version: 1.0 Content-Type: multipart/related; type="text/html"; boundary="----=_NextPart_000_0000_01C79C59.A46344E0" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2900.3028 This is a multi-part message in MIME format. ------=_NextPart_000_0000_01C79C59.A46344E0 Content-Type: text/html; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.financialexpress.com/fe_full_story.php?content_id=164795 A billion dollar baby on paper
   
 
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A billion dollar baby on paper =
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Technical documentation is a = huge=20 business opportunity waiting to be = grabbed
 
RAKESH=20 SHUKLA
Posted online: Tuesday, May 22, 2007 at 0000 hours=20 IST
 
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 Making a travel reservation = was=20 never any fun till the Internet entered the act. Even = first-timers=20 soon discover that it is safe, simple and convenient. The = software=20 holds you by your hand and takes you through the screens. It = answers=20 your questions, and in case you forget to key in something, = it=20 gently pops a reminder. Your appreciative nod for the ticket = that=20 emerges from your printer is a tribute to the nameless tech = writer=20 who designed the help menu. It is his exacting proficiency = at=20 technical documentation and stringent usability tests that = made it=20 all possible.=20

Technical documentation connects the use of complex = technologies,=20 products and processes with the people who use them. With = increased=20 use of hi-tech products and services, demand is raging for = user=20 guides, technical reports, maintenance procedures, assembly=20 instructions, project proposals and manuals that are = accurate,=20 intelligible and easy to use. It is one of the = differentiators in=20 service quality. As marketing guru Philip Kotler emphasises, = =93Ease=20 of installation becomes a true selling point, especially = when the=20 target market is technology novices who are notoriously = intolerant=20 of on-screen messages such as =91Disk Error 23=92=94 Which = is why he says=20 companies like Compaq, instead of providing an instruction = book=20 filled with gobbledygook, used to offer a poster that = clearly=20 illustrates the 10 installation steps.=20

=

Nor is it just about = software. There=20 is demand in areas as diverse as chemistry, aerospace, = robotics,=20 finance, consumer electronics and biotechnology. Technical=20 documentation is thus an emerging knowledge process = outsourcing=20 (KPO) sub-sector that offers immense business potential. And = India=20 is perfectly placed to tap it.=20

The country, however, needs to overcome two basic = constraints.=20 The first hiccup is lack of awareness. In many ways, the = technical=20 documentation industry today is like what sub-sectors like = software=20 testing went through in the late 1990s. Apart from low = awareness,=20 there is lack of scale and challenges of delivery. Most of = the large=20 documentation teams are captive, and most work is handled = in-house.=20 The fact that a substantial part of the technical = documentation gets=20 embedded in the software revenue figures has also = contributed to the=20 lack of visibility for this sector. But a few crunched = numbers put=20 the issue in perspective. Estimates place the number of = technical=20 authors across India in the range of 3,500-4,500. This would = mean=20 that the total value of technical documentation developed in = India=20 at around $70-$100 million. The market potential is = estimated to be=20 up to 2.5% of the software developed in India. Over a = five-year=20 window, the demand potential would be in excess of $1 = billion. For=20 this, there should be at least a few large players grossing = turnover=20 of $70-100 million. There are no such players in sight at = present.=20

Over a five-year = window, the=20 demand potential would be in excess of $1 billion. For = this,=20 there should be at least a few large players grossing = turnover=20 figures of $70-100 million.
There are no such = players in=20
sight at present
The trouble is, = technical=20 documentation suffers the Cinderella Syndrome. It continues = to be=20 taken lightly. That good documentation can bring down = support costs=20 is not always recognised. Marketing literature lists three = typical=20 worries of new customers=97failure frequency, downtime = duration and=20 costs of maintenance and repair. All can be addressed by = good=20 documentation.=20

That brings us to the second basic constraint=97supply of = well-trained documentation specialists. In most developed = countries,=20 the education system delivers technical writers. Here, the = scene is=20 yet to wake up to the promise.=20

The challenge is to replicate the perception shift that = the=20 Indian IT industry has seen in the last decade=97from a = fragmented,=20 low-cost, body-shopping destination to an acknowledged IT=20 power-house known for its technical expertise. India has = almost=20 everything it takes. All it needs is the effort. The rest = will be=20 history=97-documented history, too.=20

=97The author is the founder and managing director of = Amatra=20 Consulting, and director, business development, of The = Writers=20 Block. These are his personal views

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