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[Music] big stuff thank you to the PDF Association for this opportunity to talk to you all good afternoon everyone hope you had a nice lunch it's a real pleasure to be here in the National Archives what an amazingly beautiful building huh and my favorite document the Lea resolution if you're not familiar with it it is really fundamental to everything we've got going here in the United States I recommend you take a look at that so what we're going to talk about this afternoon of course is PDF its application to the transactional space that's the space that involves mailing high volumes of highly personalized content to people typically consumers your credit card statements your insurance policies notices like your jury summons I know you all like to get those things and without further ado we'll move on and talk a little bit about how PDF applies to that and how its revolutionising the space now those of you who went out and purchased a postage stamp in the last week probably noticed something really important they're more expensive right they went up a penny and that penny means that all those stamps you bought in December hoping to do an incredibly large mailing to your close personal friends well that was the best investment you've made recently because better than a savings account you've made over 2% return on that investment well it's an amazing what a nickel and dime business can add up to be for the United States Postal Service with just 5% of the world's population it delivers 50% of all the mail volume in the world the United States Postal Service has more brick-and-mortar outlets than Walmart and Starbucks and McDonald's combined it employs more than a half million people and the derivative industry that follows from that employs 15 times that number so mailing is a huge business in the United States critically important to our success as an economy but it's not just postage postage is definitely the most expensive part of mailing but all these other ingredients go into making mailing in high volumes expensive and the USPS recognizes that and so it gives incentives to people organizations like your utility pick your favorite bank even school districts to do mailing in high concentrations so it's set up these things called area distribution centers and the more mail that you deliver in an area distribution center the lower the cost of delivering any one of those pieces now one of the amazing things about the United States Postal structure is that you can send a letter from Pago Pago to San Juan for 50 cents but obviously no postal service can make money doing that and when you deal with nickels and dimes you need to create incredible volumes and so encouraging people to mail in high volumes is one of the things the USPS is very good at in fact so good that there are large organizations set up to sort mail using big machines like this these really fill factory floors now you can imagine this is very expensive equipment and one of the really interesting things about PDF is that its capabilities as I'll get into in a short pit allow organizations to do this kind of work purely digitally these are very expensive machines to maintain that not alone just to construct but having PDF is helping a lot of organizations solve very practical problems that make their mailing much more efficient economical okay so these are a couple of examples of letters I received recently and you can see that these were virtually identical if you were to pick these up put them on a scale they weighed the same amount they were the same size envelope of six by nine and yet you can see the difference in poster to us three cents now if your health net and you mail about six million of these things multiple times a year one mailing you could save just by the difference in those two envelopes is about a hundred and eighty thousand dollars so multiplied by four if you do it quarterly that's 720 and then you do it for ten years it were some really big money okay let's backtrack a smidge and talk about how your bills get produced typically you an organization that produces bills or outsources that relies on software called composition software and a key component of that software is going to be something called a designer that allows you to set up the template for the document that template is the pretty parts of the document and some fill in the blank areas where the variable data goes and that variable data is assigned by rules so it's a very sophisticated operation but it's in essence very similar to word then another part of the organization would be responsible for managing the data sets those individuals recipients that are aligned with a line of business and a specific document generated by that line of business and that subset of the organization responsible for the data set is going to also probably do some cleansing and pre-sorting of that data the reason for pre sorting is you get the postal discounts then once you have the template and the data you put it into the composition engine which applies the rules and well I you get a document now remember that step there this kind of space between the composition and the proofing because further down the road here in the talk we'll come back to that because it's a critical insertion point for where PDF goes obviously before you put the stuff to print you want to make sure it's what you want to print and then Walla off to your fleet of printers and then after that you don't typically have a lot of people sitting around putting letters into envelopes because that's a good way to get a lot of paper cuts and nobody wants those kind of worker comp claims right so you have a big machines kind of like those ones in the previous picture that mechanically put letters into envelopes and then from there an amazing amount of magic happens people push pallets of letters over a line on the ground and then it's mailed and sometime later the post Asst postal service comes and picks it up and voila it goes out the door but and this is where PDF comes in that's not how a huge amount of content actually gets produced some parts of those steps get broken along the way for example the composition system may not be able to get a that's been pre-sorted or you might need different envelope sizes for a particular line of business the production may be geographically distributed so you might print in San Diego you might print in New York and it's kind of hard to move the paper around so you do it digitally also the way your systems work you may have very small batches of our small files created files of relatively few numbers of recipients in a batch because stuff might be done at fixed time intervals where the batches can't grow whatever so introduce PDF and the magic it provides to solve some of these problems that really add up to the differences in the mailing cost for example in the Health Net versus Wells Fargo application I show you there so what PDF fundamentally does that's really important is it applies this process of normalization to data it provides page independence but not just page independence also device independence and device independence is really important because when you look at a PDF you trust that's what's gonna come out when you print that correct but it also has rules for embedding resources and other information that makes sure that wherever you send that document it's going to come out the way you want that process of normalization then leads to a lot of benefits in the mailing process that save money suppression where you don't have to mail things to people that just want it electronically pre-sorting content that couldn't be pre sorted or after it's been merged for the other content because it's been normalized eliminating envelopes because now you can put content that was intended for different envelopes into the same envelope because hey all the checks are coming to me well I put them in different envelope just send them to me in one I'm happy with that small jobs can be batched into larger jobs that they run more efficiently on equipment and can be scheduled for times when you have available resources and commingling content that wouldn't have normally been processed together but in fact because of information you now can process digitally can be handled in a purely electronic form versus that big machine I showed you back on slide four or five ok now PDF is let me back up for just one second here remember that slide back here right there the problem with the existing model for a lot of organizations is they produce data streams that really don't have that normalization quality about them inherently they're producing stuff like line data or PostScript or a fps and so if you insert between this composition step and the proofing step something that gets it to PDF or you simply create PDF right off the bat from the composition step then you're in a much better position to handle these processes of optimization that come right here and so this is all about the benefit of PDF versus other conventional traditional models for handling transactional content now the first bit of this the importance of quality assurance and what PDF does for us as PDF has exploded on to the printing landscape it's brought with it something really important which is color fidelity people really want color fidelity and if you're an organization whose brand depends on a specific color the new capabilities in PDF 2.0 for controlling that color or critical for your your marketing plan your branding all right now PDF as a result of it being digital allows organization where's to support these organizations with automation wear clothes that help to validate some of the things like the fonts and colors that are used the sizes of media that are applied and the amount of ink that gets used because in the current landscape the state-of-the-art inkjet workflows are becoming pervasive the take-up curve on inkjet technology is hyperbolic so where 10 years ago there was virtually none now it's it's state of the art it's what everybody expects to have available to them when they go shopping they're content to be printed whether it be internally or externally and the flexibility that provides in terms of running a wide variety of applications very cost-effectively is amazing but it's not just preflighting and making sure that those resources are aligned with what you want to do it's also proofing and making sure that what you've produced conforms to the requirements of the line of business and those can be both legal requirements as well as marketing requirements and just pure fidelity requirements does the document look like what we want or have we somehow messed up the data set so that what's coming out doesn't follow the rules that we wanted to set up for the document PDF is critically important for doing that because it enables work clothes that other traditional models for supporting transactional data have not allowed now I should have labeled this non white paper workflow because this is a look back into the past and not very far past for many people it's still the current but the way that transactional output has been produced historically has been you pre print a lot of paper with pretty stuff then you overlay variable data on it and in the insertion step instead of those people getting their fingers cut up you have the Machine insert some pre-printed paper the stuff that you always draw up first when you open your bills right everybody love that stuff well the new and improved way of doing this the state of the art is the rolls of paper come in and they're just plain white paper and so digitally you mix the form the variable data and the inserts all as part of a composition or post composition step before print and this creates huge economies of scale so the benefits include eliminating logistical problems like shortage waste and just the purchasing problems of ah we didn't get to order to them in time so we can't get the paper back to fulfill the thing we got to do in a week right eliminate storage problems you don't have to have as much real estate of you that don't have to hold paper and you don't have to do the environmental control stuff if you don't have a little paper to also you enable conditional content into your document that you wouldn't have had previously and you simplify reprints I'm sure a lot of you have encountered this problem where you a letter and it's been raining and your letter is kind of now all runny and you can't read it yeah so reprints have a really important problem to solve but PDF helps to solve another problem which is equipment utilization eliminating equipment or reducing its use or optimizing its use is really important so for example there have been machines for a long time to actually rewind those big rolls of paper but if you rewind it digitally you don't need that machine anymore and you can do it much faster just in time insertion control so that when you're faced with a lot of operational decisions about when to get your content inserted you can now make this as a late bound decision after composition where are we gonna insert this stuff maybe my machine broke maybe three of my machines broke so I got to move that to another city that has the right kind of inserter and those insertion controls are often done by bar coding so that can be done as a late bound element on the document taking content that would have been previously printed on touchy printers on a single sheet of paper now you can print them two up three up four up on a single wide web of paper and that increases your throughput dramatically not only allows machines more reliable they're faster and they cost less to print so PDF is enabling these kinds of things today for a lot of forward-looking organizations but going forward we have the acronym soup here PDF it's really quite a great mathematical formula huh PDF everybody knows PDF anybody familiar with JDF job okay good all right the job definition format and ADF is the automated document factory sorry getting lost letters there duh okay this is a great topology for the future because instead of devices and computers talking is point-to-point kind of conversations it's more of a network thing kind of like a snapchat right everybody love snapchat except I don't do it but I got a blackberry that's the way that goes but in this environment PDF to O with its capability to define finishing within the document is absolutely critical because now those documents can be distributed where they are best finished at the time best printed at the time and you create huge efficiencies not only just for transactional documents but other kinds of work that you want to mix into your production topology because realized transactional documents often have to fit very short time frames typically the first week of a month because they're trying to catch up from the last so the months kind of closings other things variable data like the care or plan or some of those organizations will send you a solicitation for money right well they do those on specific days because they want it to hit your mail on a Monday or a Tuesday so there's others this other block of time where the machines are gonna sit idle unless you can put other content and this model allows you to put books and other things catalogs into your workflow that traditionally you wouldn't have done and this is the way the world is evolving to this model it supports reprint automation reprints traditionally have been a really difficult thing and PDF because of that normalization that color richness all that good stuff has enabled reprint automation because you can now take that content doesn't have to go on a specific device you can go through effectively a white paper workflow but it can print on anything in print a little desktop printer here because you only got to print 100 pages out of a hundred thousand pages and it gives you incredible flexibility so that normalization process that I talked about as either a part of the composition or post composition now allows you to bring all this content together and more effectively utilize your equipment PDF is doing this today for forward-thinking organizations alright but it's not just about print PDF as we k ow kind of worked its way into the economy de-facto standard because it's so successful as a digital model for the desktop office has been overrun by a PDF right but it's not just there it's in organizations that have had these traditional silos of information now PDF allows those to be aggregated federalized into a consistent view across the organization so information flows more freely through an organization and has shared more readily now for the consumer and the customer support representative for any organization this is a real win because they're both looking at the same content traditionally that wasn't as far the case a lot of customer service people would be looking at a screen of a mainframe output just as bad as you can imagine just lines of data sometimes no real context for what page a user might be receiving out looking at when they're looking at their statement now everybody's agreeing on the same thing and what gets printed and what gets viewed are the same document that is the power of PDF now some people obviously need some help beyond what we get in printed form or visible visual form so PDF leverages the tagging capabilities they've been in there for a long time and extending them in newer versions of the pdf/ua specification to allow for alternate renderings this allows for automated read back but not just that derivatives of that can then because the tag content can lead to Braille to large text to just purely audio form now the future is bright for PDF because it is holistic container you can put a lot of stuff dynamic content into a PDF so most of us use PDF in a fairly static form now but there's no reason it has to be limited to that because audio and video are capabilities of the PDF specification as well as embedding content like spreadsheets so the whole document becomes more actionable more live more useful more relevant more powerful and that's the power of PDF in the transactional space so that's the presentation if you've got some questions I'd be happy to field them and the graphics are amazing aren't they we got a we got an all-star on our team who does this work oh nice yeah if you don't have a question then you just have to stand sit there and look I can ask questions any hockey fans who are the original six you got it wow what an all-star group that's amazing yeah that's what we we have put together some prototypes and demoed them to people and is often with pioneering technologies like that you get some route Wow Wow that's this that's neat and then they go back and try to figure out how to apply that and those applications evolved more slowly and there are parallel areas like a our augmented reality or extended reality those kinds of things where people are expressing a lot of interest in making content like that actionable but those evolve more slowly so I think it's probably more of a next decade kind of thing as opposed to this decade I think consolidation of the operational benefits of PDF is where we are right now and then from there as consumer tastes evolve in data data information consumption and they do evolve very quickly right I think we'll see more of those kinds of things [Music] well there are Braille printers and obviously they deal with relatively simplified versions of those documents because they don't display the graphics so the tag content into PDF is generally text descriptions or the actual text of the content and that plays well in the Braille space the actual demand for Braille that currently is is small because there are other forms large text is the most popular form of alternate content and there are some alternate forms of Braille they're not Braille obviously but there are other models for those kind of embossed characters that are evolving in thought Ron banks perhaps will start to actually really genuinely send a lot less paper yeah well when you sign up for a new account your bank will typically set you up so that you do not receive printed statements and that if you want printed statements you have to enable it so right off the get-go anybody signing up knew it it faces this kind of barrier to getting printed output it's not an insurmountable barrier it's very simple you just got to remember to click the box but people often do not do that post uh volumes in the last decade have fallen about thirty-five percent and the trend line is very clear it's about two three percent decline year-over-year hard to project now when it hits the bottom but the bottom might be pretty low depending on what happens with consumer consumption tastes my kids probably never open an envelope no I take that back my son opened an envelope the other day because he got something from a college and he was like wow it's this I've never gotten anything before so we opened it and then he threw it away but um yeah so young people obviously are much more likely to take electronic content and in I would say the trendline is definitely more electronic content is a really important factor that when getting adoption of any document and that has been something that has evolved in the transactional space in the fairly recent past as well because inkjet technology until the last five or six years was really quite nascent and expensive and so that the cost models for that have changed dramatically so a lot more content a lot of statements and insurance policies of whatever are produced on HS well it is a very straightforward process to take content that has been produced as transactional content because it is very highly structured and produce accessible content from that now there's a little bit of setup work in doing that but their setup work in creating a transactional document anyway and so that setup work involves defining the rules for tagging the content because there is some subjectivity in how a person wants to actually have a document read back right what order and a document the way transactional documents constructed it may not be obvious from the ordering of the content on the page digitally how it should be read back so there can be a little bit of setup work but it's it's not extremely difficult by any means it's a straightforward right yes that's correct yeah on the transactional side is probably the easiest place to make content widely available as accessible content because it is so uniformly structure actually easier because because all the documents coming out of database is essentially very highly structured is brute said it's very possible to leverage that situation be sure that all these documents are accessible that's something that your vendors are article then do see otherwise is it is an interesting point to be able to put them yeah hey wait a minute you know you're making all these things out of a single set of computer systems if they do your software is capable of it you know that you can do with this stuff yeah that's right and there's an economics issue around accessible content right which is it really is a cost center for organizations not so strongly revenue driven so organizations have to balance you know when they consider producing accessible content what is the cost-benefit analysis of doing so now where they're compelled to do that for example in health space that's one thing other spaces they're not compelled to do that because there are private transactions yes yes oh but this is different from that yeah this is basically rules driven inclusion of content yeah and that content can be personalized and kind of following on from the discussion of accessibility there's a related area of content handling in the health space that's even more important and that's redaction because HIPAA is a much more critical law in just the way enforcement is done these days that making sure that information doesn't get in the wrong hands is very important and so redaction applies very easily to PDF and so what we see compared to accessibility action is a much more commonly sought after capability [Music] you [Music]