Technical Innovation Powering Business Innovations

Infuse your Enterprise Content with Intelligence!

Patriek Sijin KarayilSearch Program Director

Web Platforms Team, National InstrumentsApril 11, 2008

• Leader in computer-based measurement and automation

• 4300+ employees WW

• Over 2000 Products

• Direct Operations in 40 countries

• Sell Products to 25,000 companies in 90 countries

National Instruments Confidential 3

NI Customer Solutions

World’s Largest Particle Accelerator - Research

Ocean Floor Spider – Oil & gas Industry

Portable Brain Assessment System – Medical Industry

BMW Hydrogen 7 – Automotive Industry

Mercury Emission Monitor – Chemical Industry

National Instruments Confidential 4

What does that mean for the Company?

• Superior ni.com website – Business model

• High level of automation

• Scalability of Business Process, IT infrastructure

• Front End – Back end integration

National Instruments Confidential 5

What is a Business Innovation?

• Tactical rather than abstract concept

• Project/Process Initiative filling a gap

• ‘Recombinant & Behavioral Innovation’

• Incremental, Componentized

National Instruments Confidential 6

Technical Innovation Powering Business

• Information resides where it is not easily found.

Innovation 1 – Faceted/Guided Navigation – 4 months Innovation 2 – Dynamic Content Reuse – 1 month Innovation 3 – Knowledge Management – 3 months

• Information Discovery – Self Service of User Needs.

National Instruments Confidential 7

Innovation 1 – Faceted/Guided Navigation

Specification

Marketing, Pricing informationProduct Spec Database

National Instruments Confidential 8

$$$eCommerce

TrafficFaceted

Navigation$$$

eCommerce Traffic

FacetedNavigation

Visits: 26% Web Orders 22.7%

• Render 600+ Products through Platform.

• Compare Page Functionality

Products Faceted Navigation

National Instruments Confidential 9

Technical Content Faceted Navigation

• Render 100,000+ content through platform

• Orders of magnitude increase in Search Referrals.

• Aspen, CO• Ski Location• Vacation Spot• Fine Dining• Outlet Shopping

National Instruments Confidential 10

Innovation 2– Dynamic Content Reuse + linking

Add Specs to eCommerce Content Link Product pages to Manuals

National Instruments Confidential 11

Innovation 3 – Sales Knowledge Management

• Need a 360 degree view of my Accounts• What is happening in my area?

Information exists in 25+ disparate silos. Over 4.3 millions pieces of content. Secure web based Search app with sub second

response time!

National Instruments Confidential 12

LDAP-based SecurityFaceted navigation

Context-sensitive facets

Date-based facets

Hierarchical facets

Numerical facets

National Instruments Confidential 13

NIDNA/Search Team – Web Platforms

• Organize and Integrate NI’s information and universally Deliver it

Consistent Categorization & Enterprise Metadata

Dynamically

Combine

Search & Navigation Platforms

National Instruments Confidential 14

Consistent Categorization

National Instruments Confidential 15

• Beyond the White Box, Open System

• Search is an Enterprise Sharing Environment

• Critical Information Service Layer

Enterprise Search as a Platform!

Content

National Instruments Confidential 16

Content Repository

Search Index

Content API Query API

FAST Search Platform

Metadata Enrichment module

Add Intelligence – IT solution of the Year, Finalist

Infuse Intelligence

• Rich Profiling & matching

• Apps with dynamic interfaces

National Instruments Confidential 17

NIME (NI Metadata Enrichment)

• Proprietary Software built in house, nonexistent

• Serendipity?

• Adding Intelligence to content that need not be maintained.

• Internal Awareness, Internal Responsiveness.

National Instruments Confidential 18

How – Team Composition, Culture

• Search Management Practice.

• Matrixed Organization Clear ownership in all tiers ; Business Analysts, Web

Marketing Engineers, IT Developers.

• Non Hierarchical Controlled Culture – Budgeting not a road block

National Instruments Confidential 19

Final Takeaways

• Information Driven Enterprise – Innovative

• Information Inter-relationships can be abstracted through Search.

• Crawling Information Extraction Refinement

National Instruments Confidential 20

New Value Propositions in the works..

• Dynamic Product Content Aggregator

• Metadata refinement and content linking

• Revolutionize Customer Mgmt.

• Reducing TCO

Manuals

Product Overview

Software Driver

Datasheet

Technical Support

Community Content

Localized Results

National Instruments Confidential 21

Q&A