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Position Paper on

                    Value of Technical Publications in the
                    Indian Aerospace and Defence
                    Industry




The Writers Block                  www.twb.in       1
The Writers Block   www.twb.in   2
Introduction

       This paper is aimed at addressing the value and need
       for quality Technical Publications in the Indian        Defense Offset Facilitation Agency
       Aerospace and Defence Industry.                         (DOFA)

       Technical publications include a wide variety of        DOFA has been established under the Department of
       materials such as user guides, online help, white       Defence Production (DDP) as a single window agency to
       papers, classroom training materials, reference         facilitate implementation of the offset policy of the
       guides, administration guides, standard operating       Ministry of Defence.
       procedures, installation manuals, Web-based training
       materials, and product demos.                           DOFA will assist potential vendors in interfacing with the
                                                               Indian Defence Industry for identifying potential offset
       The processes and procedures involved in transferring   products/projects as well as provide requisite data and
       and implementing the technology, operation,             information for this purpose.
       maintenance, overhauling, upgrading, engineering,
       designing, testing, and quality assurance services of   The agency will function under the supervision of a
       the manufactured defence equipments and related         designated Joint Secretary of the Dept of Defence
       software needs to be documented.                        Production, and have representatives from the Service
                                                               HQrs, HQ IDS, DRDO, DPSUs and OFB as well as from
       With the ever increasing defence imports, the Indian    CII, FICCI and ASSOCHAM and other agencies as
       Defence Industry is inviting and encouraging larger     deemed necessary.
       participation of private investors for technology
       transfer, manufacturing ground handling equipments,     For more information about DOFA visit
       and repair and maintenance of aircrafts and other       http://mod.nic.in/DOFA.htm
       defence products.

       The quality of Technical Publication in the Indian
       Aerospace and Defence Industry needs to be in par       “Knowledge is people, money, learning, flexibility
       with the standards such as European Association of      and competitive advantage. Knowledge is more
       Aerospace Industries (AECMA), Simplified English        relevant to sustained business than capital or labor.
       (PSC-85-16598), and ATA iSpec 2200 (Air                 And yet knowledge remains the most neglected
       Transportation America) and be comprehensible to the    asset of a business. TWB helps you unlock and
       end users in the global markets.                        share your technical knowledge with the world.”

       In this paper we will also address and discuss about
       the lack of vista in communication and usability
       aspects, aimed at increasing the value of technical
       publication in the Indian Aerospace and Defence
       Industry.



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




The Writers Block                                    www.twb.in                                              1          1
Indian Defence Industry and
       Offset Policy


       Indian Aerospace and Defence Industry                             Defence Offset Obligations

       The recent studies conclude that India is currently one of        The policy to deregulate certain selected areas in the
       the top importers of military and aerospace equipments            industry is aimed at import substitution through higher
       in the world.                                                     domestic production for meeting the expected
                                                                         domestic defense requirements.
       The projections made in a report on ‘Avenues for Private
       Sector Participation in Defence' by the industry chamber          DOFA has stated in the Defence Offset Obligations of
       Associated Chambers of Commerce and Industry of                   Offset Procedure that:
       India (ASSOCHAM) points out that:
                                                                         “Direct purchase of, or executing export orders
                                                                         for, defence products and components
       “Over the past few years, India has spent as much                 manufactured by, or services provided by, Indian
       as $10.5 billion on military imports, making it                   defence industries, i.e., Defence Public Sector
       amongst the largest arms importers in the                         Undertakings, the Ordnance Factory Board, and
       developing world”                                                 any private defence industry manufacturing these
                                                                         products or components under an industrial
                                                                         license granted for such manufacture. For the
       With the armed forces procuring multi-role fighter jets,          purpose of defence offset, “services” will mean
       helicopters, and long range maritime reconnaissance               maintenance, overhaul, upgradation, life
       aircrafts, it is estimated that India's defence imports will      extension, engineering, design, testing, and
       reach USD30 billion by 2012.                                      defence related software or quality assurance
                                                                         services.”
       This makes India one of the most attractive defence
       markets in the world, in terms of business potential and
       growth opportunities for private sectors.

       The current defence market for private sector in India,
       which includes outsourcing from Defence Public Sector
       Units and Ordnance Factories is estimated to be
       USD700 million.

       This spending will further increase as the Indian Defence
       Industry is determined to increase the participation of
       private investors.

       Presently more than 5,000 Indian companies are
       supplying around 25% of components and
       subassemblies to state-owned companies.

       The government has set a 70% target for procuring its
       defence requirements from indigenous sources by 2010.             “The global war against terrorism and security
       For achieving this target the government is mainly                considerations will continue to drive increases in
       relying on private players.
                                                                         military expenditure” Aerospace Report CII 2009.
       Some of the key civil industry players supplying Defence
       equipment and services include Tata Group, Mahindra &
       Mahindra, Kirloskar Bros., Larsen & Toubro, Ashok
       Leyland, Jindal, Max Aerospace & Aviation and Ramoss
       India.




The Writers Block                                           www.twb.in                                              2
Growth Opportunities


       Growth Opportunities in the Indian                             Significance of Aerospace
       Defense Industry                                               Manufacturing and MRO

       The key areas of growth identified within the industry         According to the PricewaterhouseCoopers research in
       are expected to arise from the up gradation of the             the Aerospace Report CII 2009, most of the leading
       production capacity, technology transfer, and                  companies are involved in the manufacture of
       modernization of defense infrastructure.                       commercial and defence aircraft.

                                                                      In the aerospace manufacturing segments, the
                                                                      aerospace value chain is characterized by long project
        “The Indian Armed Forces' ongoing                             cycles involving R&D, engineering design,
        modernization program is set to make India the                manufacturing, assembly, and spare parts and
        Asia Pacific region's second highest defence                  services.
        spender over the next five years and the
        seventh largest globally by 2016, based on a                  The MRO sector is divided into four major segments,
        market study by Frost & Sullivan.                             airframe and modification, engine maintenance, line
                                                                      maintenance and component maintenance.
        The total opportunities for procurement are
        forecast to exceed US$100 billion by 2022,                    Maintenance is a major cost component and
        including the maintenance, repair and overhaul                significantly affects the overall life cycle cost.
        (MRO) market, while the offset potential during
        the forecast period is expected to reach US$10
        billion by 2013.” - $100 billion investment                   The manufacturing and maintenance processes and
        opportunities in Indian defence industries:                   procedures should be published and maintained for
        Frost & Sullivan study, 30 May 2008.                          easier transitions and future developments.

       The most attractive drivers in the growth of private
       investors are ground handling equipment, proprietary
       technology, manufacturing techniques, and
       Maintenance, repair and operations/overhaul (MRO).             Enhancing Processes with Clear and
                                                                      Concise Publications
       These drivers need to be accompanied with the
       provisioning of publication solutions for operations,
                                                                      The rising need for the public-private-collaboration and
       repair and maintenance of the offset production.
                                                                      participation of private investors in the defence
                                                                      industry, the manufacturing and MRO units will be
                                                                      wide spread across different companies in various
                                                                      geographic locations.
        “AgustaWestland, TATA to Jointly Produce
        AW119 Helicopters in India”
                                                                      The growing companies require a team of highly
                                                                      committed technical authors with highly competent
                                                                      skills to enable them communicate the complicated
                                                                      technologies and processes with simple, clear and
                                                                      concise publications.

                                                                      The key responsibility areas of the technical
                                                                      documentation companies include offering a wider
                                                                      range of services for:
                                                                       Creating, editing, reviewing, and maintaining
                                                                         content
                                                                       Preparing training material, online Help, graphics
                                                                         and illustrations
                                                                       Managing knowledge management and content
                                                                         management solutions, single sourcing, and data
          As stated in the Aerospace Report CII 2009                     migration




The Writers Block                                        www.twb.in                                                  3       3
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
                                                                        keeping in mind the role of the person who will use the
       Providing end users with information about a product’s
                                                                        document.
       operation and maintenance is critical to the market
       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
                                                                        sufficient to provide the users with quick reference
       In today’s business scenario, technical publications are
                                                                        information to use the application.
       often developed as an afterthought. This usually results
       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
                                                                        product.
       Accurate, readily understandable, and quality documents
       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
                                                                        product is released in the market, information about
       The faulty assumptions listed           below    result     in   the product needs to be effectively communicated to
       incomprehensible documents:                                      the customers.

          Developers know their products better than anyone            Well-designed, accurately presented, and attractive
           else – due to time constraints and limited resources,        marketing collaterals increase the market prospects of
           many companies assign their documentation tasks to           a product and reduce support costs.
           the programmers. This more often results in the
           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                                                 4
TWB Offers Publication Solutions with
       Various Technical Publications

       About TWB                                                      Types of Technical Publications


       TWB is in the forefront of delivering publication solutions    Technical Publications include a wide variety of
       to customers, with a deep understanding of domains and         material that defer in various segments such as
       technologies.                                                  aerospace, ground handling equipment, proprietary
                                                                      technology and manufacturing techniques, and
       TWB provides pioneering documentation across                   Maintenance, repair and operations/overhaul (MRO).
       industries that include IT, ITES and Outsourcing, Navy,
       Aerospace, Defense, Ship Building, and Manufacturing           Technical Publications include:
       Industries. We help enterprises communicate the
       technical knowledge they posses with their ecosystems.            Engine Manual (EM)
                                                                         Standard Practices Manual
       We understand the aerospace industry and the
       adherence of aerospace to rigid standards and                     Flight Manuals
       specifications. Our expertise in Technical Documentation          Setup Manual
       and experience with high-profile clients enable us to             Installation Manual and Instructions
       meet the necessary high standards, effectively and
       quickly.                                                          Operator Manuals and Procedures
                                                                         Structural Repair Manual (SRM)
                                                                         Cleaning, Inspection and Repair (CIR) Manual
                                                                         Parts & Provisioning Documentation
       Publication Solutions
                                                                         Service Manual
                                                                         Component Maintenance Manual (CMM)
       A wide range of publication solutions/services offered by
                                                                         Illustrated Parts Catalogue (IPC, IPL)
       TWB include:
                                                                         Overhaul and Repair Instructions
          IETM/IETP Development                                         Training Manuals
          S1000 Conversion and Integration                           Every publication requires different levels of expertise
          XML/SGML                                                   and domain knowledge for different segments.
          Technical Writing Authoring
          Document and Design Enhancements
          Editing and Drafting
          Information Architecture                                   Documentation Standards
          Structured and Unstructured Documentation
          Parts Catalogs/Provisioning                                The documents should comply with the standards like:
          Data Provisioning
                                                                         European Association of Aerospace Industries
          Graphics, Technical Illustration                               (AECMA S1000D)
          Training Programs                                             Simplified English (PSC-85-16598)
       The solutions provided are customized to suit the                 Air Transportation America (ATA iSpec 2200)
       business needs.
                                                                         ATA100
       For more information about the services provide visit
       www.twb.in and www.twb-mac.com.




The Writers Block                                        www.twb.in                                                5             5
Conclusion

          Rising Defense Expenditure in India: the Government of India has been investing heavily in its defence
           industry to increase the imports and in-house production of defence products.
          India’s Offset Policy to Encourage Domestic Production: the Indian Defence Industry is encouraging private
           companies to invest and increase domestic production of defence products through DOFA and Offset Policy.
           The establishment of agencies and policies to encourage domestic production of defence products is Increasing
           Public-Private collaborations.
          Rising Private Investments in the Indian Defense Industry: some of the key private investors including Tata
           Group, Mahindra & Mahindra, Larsen & Toubro, and Ramoss India are supplying defence equipments and
           services in the ground handling equipment, missile launching vehicles, and maintenance, repair and overhauling
           segments.
                This is increasing the competition between the companies of various sizes and capabilities in the private
                sectors. Thus the less branded companies need to be more competent than the other highly branded
                companies, and this can be achieved by providing attractive publications as useful marketing tools.

          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.
                Developing Technical Publications is all about writing for the audience, i.e., developing Technical
                Publications for users with different domain and product knowledge. Writing objectively is more important
                that writing subjectively. This also involves getting the right people for creating the publications with the
                correct structure, diagrammatic presentations, color schemes and coding, consistent templates and content,
                and for editing and reviewing the documents.

                There is a greater need to increase the value of Technical Publications in the Indian Aerospace and
                Defence Industry, for the products and publications to be in par with the international standards and be able
                to sell the products in the global markets in the future.




The Writers Block                                        www.twb.in                                                6
TWB Services

       TWB is India’s leader in technical communication outsourcing and education. TWB offers a complete suite of services that allows
       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
                                                       (IETM)
                                                                                                  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
                                                                                                  Services
                                                      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
                                                                                                      Retrieval
          Operations Manual                          Forecasting
                                                      Sales Force Effectiveness
                                                      Market Assessments
                                                      Competitive Intelligence
                                                      Opinion Leadership
                                                      Emerging Markets - evaluation and
                                                       research




The Writers Block                                           www.twb.in                                                        7             7
TWB Software Tools Expertise

       Our technical proficiency in software and authoring tools includes:



         Unstructured Content                          XML Structured Editors              Multimedia /Authoring
         Development
                                                          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
            Arbortext IsoDraw (technical                 WinCHM
                                                                                              JSP
             illustrations for 2D and 3D)                 HelpSmith 2.1.1(Windows)
                                                                                              JAVA
                                                          Fast-Help
                                                          MadCap Flare                    Standards
         Graphics/Animation                               Help-Server
                                                          NVU Help
                                                                                              SCORM 1.2 / 2004
            Adobe Flash®                                                                     AICC
                                                       XML
            Adobe Photoshop®                                                                 W3C
            Adobe Illustrator®                                                               Section 508
            Adobe Fireworks®                             XMetal®                            QTI XML
            Microsoft Silverlight®                       Microsoft Word 2003®,
                                                          Microsoft Word 2007®
         Databases                                                                         Development and Publishing
                                                                                           tools
                                                       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




The Writers Block                                             www.twb.in                                                8   8
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
                                                 India.
                                                 Landmark: Behind Carlton Towers


                                                 Telephone:                                  Telephone:
                                                 +91.80.40741400 / +91.80.41256367           +1.512.586.8357

                                                 Corporate Enquiries: corp@twb.in




The Writers Block                                          www.twb.in                                                            9   9

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Twb position paper_aerospace_and_defence_industry

  • 1. Position Paper on Value of Technical Publications in the Indian Aerospace and Defence Industry The Writers Block www.twb.in 1
  • 2. The Writers Block www.twb.in 2
  • 3. Introduction This paper is aimed at addressing the value and need for quality Technical Publications in the Indian Defense Offset Facilitation Agency Aerospace and Defence Industry. (DOFA) Technical publications include a wide variety of DOFA has been established under the Department of materials such as user guides, online help, white Defence Production (DDP) as a single window agency to papers, classroom training materials, reference facilitate implementation of the offset policy of the guides, administration guides, standard operating Ministry of Defence. procedures, installation manuals, Web-based training materials, and product demos. DOFA will assist potential vendors in interfacing with the Indian Defence Industry for identifying potential offset The processes and procedures involved in transferring products/projects as well as provide requisite data and and implementing the technology, operation, information for this purpose. maintenance, overhauling, upgrading, engineering, designing, testing, and quality assurance services of The agency will function under the supervision of a the manufactured defence equipments and related designated Joint Secretary of the Dept of Defence software needs to be documented. Production, and have representatives from the Service HQrs, HQ IDS, DRDO, DPSUs and OFB as well as from With the ever increasing defence imports, the Indian CII, FICCI and ASSOCHAM and other agencies as Defence Industry is inviting and encouraging larger deemed necessary. participation of private investors for technology transfer, manufacturing ground handling equipments, For more information about DOFA visit and repair and maintenance of aircrafts and other http://mod.nic.in/DOFA.htm defence products. The quality of Technical Publication in the Indian Aerospace and Defence Industry needs to be in par “Knowledge is people, money, learning, flexibility with the standards such as European Association of and competitive advantage. Knowledge is more Aerospace Industries (AECMA), Simplified English relevant to sustained business than capital or labor. (PSC-85-16598), and ATA iSpec 2200 (Air And yet knowledge remains the most neglected Transportation America) and be comprehensible to the asset of a business. TWB helps you unlock and end users in the global markets. share your technical knowledge with the world.” In this paper we will also address and discuss about the lack of vista in communication and usability aspects, aimed at increasing the value of technical publication in the Indian Aerospace and Defence Industry. “TWB believes that the technology cannot exist without being communicated effectively.” The Writers Block www.twb.in 1 1
  • 4. Indian Defence Industry and Offset Policy Indian Aerospace and Defence Industry Defence Offset Obligations The recent studies conclude that India is currently one of The policy to deregulate certain selected areas in the the top importers of military and aerospace equipments industry is aimed at import substitution through higher in the world. domestic production for meeting the expected domestic defense requirements. The projections made in a report on ‘Avenues for Private Sector Participation in Defence' by the industry chamber DOFA has stated in the Defence Offset Obligations of Associated Chambers of Commerce and Industry of Offset Procedure that: India (ASSOCHAM) points out that: “Direct purchase of, or executing export orders for, defence products and components “Over the past few years, India has spent as much manufactured by, or services provided by, Indian as $10.5 billion on military imports, making it defence industries, i.e., Defence Public Sector amongst the largest arms importers in the Undertakings, the Ordnance Factory Board, and developing world” any private defence industry manufacturing these products or components under an industrial license granted for such manufacture. For the With the armed forces procuring multi-role fighter jets, purpose of defence offset, “services” will mean helicopters, and long range maritime reconnaissance maintenance, overhaul, upgradation, life aircrafts, it is estimated that India's defence imports will extension, engineering, design, testing, and reach USD30 billion by 2012. defence related software or quality assurance services.” This makes India one of the most attractive defence markets in the world, in terms of business potential and growth opportunities for private sectors. The current defence market for private sector in India, which includes outsourcing from Defence Public Sector Units and Ordnance Factories is estimated to be USD700 million. This spending will further increase as the Indian Defence Industry is determined to increase the participation of private investors. Presently more than 5,000 Indian companies are supplying around 25% of components and subassemblies to state-owned companies. The government has set a 70% target for procuring its defence requirements from indigenous sources by 2010. “The global war against terrorism and security For achieving this target the government is mainly considerations will continue to drive increases in relying on private players. military expenditure” Aerospace Report CII 2009. Some of the key civil industry players supplying Defence equipment and services include Tata Group, Mahindra & Mahindra, Kirloskar Bros., Larsen & Toubro, Ashok Leyland, Jindal, Max Aerospace & Aviation and Ramoss India. The Writers Block www.twb.in 2
  • 5. Growth Opportunities Growth Opportunities in the Indian Significance of Aerospace Defense Industry Manufacturing and MRO The key areas of growth identified within the industry According to the PricewaterhouseCoopers research in are expected to arise from the up gradation of the the Aerospace Report CII 2009, most of the leading production capacity, technology transfer, and companies are involved in the manufacture of modernization of defense infrastructure. commercial and defence aircraft. In the aerospace manufacturing segments, the aerospace value chain is characterized by long project “The Indian Armed Forces' ongoing cycles involving R&D, engineering design, modernization program is set to make India the manufacturing, assembly, and spare parts and Asia Pacific region's second highest defence services. spender over the next five years and the seventh largest globally by 2016, based on a The MRO sector is divided into four major segments, market study by Frost & Sullivan. airframe and modification, engine maintenance, line maintenance and component maintenance. The total opportunities for procurement are forecast to exceed US$100 billion by 2022, Maintenance is a major cost component and including the maintenance, repair and overhaul significantly affects the overall life cycle cost. (MRO) market, while the offset potential during the forecast period is expected to reach US$10 billion by 2013.” - $100 billion investment The manufacturing and maintenance processes and opportunities in Indian defence industries: procedures should be published and maintained for Frost & Sullivan study, 30 May 2008. easier transitions and future developments. The most attractive drivers in the growth of private investors are ground handling equipment, proprietary technology, manufacturing techniques, and Maintenance, repair and operations/overhaul (MRO). Enhancing Processes with Clear and Concise Publications These drivers need to be accompanied with the provisioning of publication solutions for operations, The rising need for the public-private-collaboration and repair and maintenance of the offset production. participation of private investors in the defence industry, the manufacturing and MRO units will be wide spread across different companies in various geographic locations. “AgustaWestland, TATA to Jointly Produce AW119 Helicopters in India” The growing companies require a team of highly committed technical authors with highly competent skills to enable them communicate the complicated technologies and processes with simple, clear and concise publications. The key responsibility areas of the technical documentation companies include offering a wider range of services for:  Creating, editing, reviewing, and maintaining content  Preparing training material, online Help, graphics and illustrations  Managing knowledge management and content management solutions, single sourcing, and data As stated in the Aerospace Report CII 2009 migration The Writers Block www.twb.in 3 3
  • 6. 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 keeping in mind the role of the person who will use the Providing end users with information about a product’s document. operation and maintenance is critical to the market 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 sufficient to provide the users with quick reference In today’s business scenario, technical publications are information to use the application. often developed as an afterthought. This usually results 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 product. Accurate, readily understandable, and quality documents 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 product is released in the market, information about The faulty assumptions listed below result in the product needs to be effectively communicated to incomprehensible documents: the customers.  Developers know their products better than anyone Well-designed, accurately presented, and attractive else – due to time constraints and limited resources, marketing collaterals increase the market prospects of many companies assign their documentation tasks to a product and reduce support costs. the programmers. This more often results in the 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 4
  • 7. TWB Offers Publication Solutions with Various Technical Publications About TWB Types of Technical Publications TWB is in the forefront of delivering publication solutions Technical Publications include a wide variety of to customers, with a deep understanding of domains and material that defer in various segments such as technologies. aerospace, ground handling equipment, proprietary technology and manufacturing techniques, and TWB provides pioneering documentation across Maintenance, repair and operations/overhaul (MRO). industries that include IT, ITES and Outsourcing, Navy, Aerospace, Defense, Ship Building, and Manufacturing Technical Publications include: Industries. We help enterprises communicate the technical knowledge they posses with their ecosystems.  Engine Manual (EM)  Standard Practices Manual We understand the aerospace industry and the adherence of aerospace to rigid standards and  Flight Manuals specifications. Our expertise in Technical Documentation  Setup Manual and experience with high-profile clients enable us to  Installation Manual and Instructions meet the necessary high standards, effectively and quickly.  Operator Manuals and Procedures  Structural Repair Manual (SRM)  Cleaning, Inspection and Repair (CIR) Manual  Parts & Provisioning Documentation Publication Solutions  Service Manual  Component Maintenance Manual (CMM) A wide range of publication solutions/services offered by  Illustrated Parts Catalogue (IPC, IPL) TWB include:  Overhaul and Repair Instructions  IETM/IETP Development  Training Manuals  S1000 Conversion and Integration Every publication requires different levels of expertise  XML/SGML and domain knowledge for different segments.  Technical Writing Authoring  Document and Design Enhancements  Editing and Drafting  Information Architecture Documentation Standards  Structured and Unstructured Documentation  Parts Catalogs/Provisioning The documents should comply with the standards like:  Data Provisioning  European Association of Aerospace Industries  Graphics, Technical Illustration (AECMA S1000D)  Training Programs  Simplified English (PSC-85-16598) The solutions provided are customized to suit the  Air Transportation America (ATA iSpec 2200) business needs.  ATA100 For more information about the services provide visit www.twb.in and www.twb-mac.com. The Writers Block www.twb.in 5 5
  • 8. Conclusion  Rising Defense Expenditure in India: the Government of India has been investing heavily in its defence industry to increase the imports and in-house production of defence products.  India’s Offset Policy to Encourage Domestic Production: the Indian Defence Industry is encouraging private companies to invest and increase domestic production of defence products through DOFA and Offset Policy. The establishment of agencies and policies to encourage domestic production of defence products is Increasing Public-Private collaborations.  Rising Private Investments in the Indian Defense Industry: some of the key private investors including Tata Group, Mahindra & Mahindra, Larsen & Toubro, and Ramoss India are supplying defence equipments and services in the ground handling equipment, missile launching vehicles, and maintenance, repair and overhauling segments. This is increasing the competition between the companies of various sizes and capabilities in the private sectors. Thus the less branded companies need to be more competent than the other highly branded companies, and this can be achieved by providing attractive publications as useful marketing tools.  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. Developing Technical Publications is all about writing for the audience, i.e., developing Technical Publications for users with different domain and product knowledge. Writing objectively is more important that writing subjectively. This also involves getting the right people for creating the publications with the correct structure, diagrammatic presentations, color schemes and coding, consistent templates and content, and for editing and reviewing the documents. There is a greater need to increase the value of Technical Publications in the Indian Aerospace and Defence Industry, for the products and publications to be in par with the international standards and be able to sell the products in the global markets in the future. The Writers Block www.twb.in 6
  • 9. TWB Services TWB is India’s leader in technical communication outsourcing and education. TWB offers a complete suite of services that allows 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 (IETM) 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 Services  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 Retrieval  Operations Manual  Forecasting  Sales Force Effectiveness  Market Assessments  Competitive Intelligence  Opinion Leadership  Emerging Markets - evaluation and research The Writers Block www.twb.in 7 7
  • 10. TWB Software Tools Expertise Our technical proficiency in software and authoring tools includes: Unstructured Content XML Structured Editors Multimedia /Authoring Development  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  Arbortext IsoDraw (technical  WinCHM  JSP illustrations for 2D and 3D)  HelpSmith 2.1.1(Windows)  JAVA  Fast-Help  MadCap Flare Standards Graphics/Animation  Help-Server  NVU Help  SCORM 1.2 / 2004  Adobe Flash®  AICC XML  Adobe Photoshop®  W3C  Adobe Illustrator®  Section 508  Adobe Fireworks®  XMetal®  QTI XML  Microsoft Silverlight®  Microsoft Word 2003®,  Microsoft Word 2007® Databases Development and Publishing tools 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 The Writers Block www.twb.in 8 8
  • 11. 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 India. Landmark: Behind Carlton Towers Telephone: Telephone: +91.80.40741400 / +91.80.41256367 +1.512.586.8357 Corporate Enquiries: corp@twb.in The Writers Block www.twb.in 9 9