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Adobe Tech Comm Day – Denmark

Date: 25th September, 2018 | 09:00 a.m. to 5:30 p.m.

Venue: Scandic Sydhavnen, Copenhagen

The event is free and ‘open to all’. Seats are limited, book yours at the earliest.

Why attend?

Join us at the Adobe Tech Comm Day in Denmark on the 25th of September! The event is specifically designed to give you an opportunity to meet and learn from renowned technical communication experts, get hands-on with the latest tools, and connect with peers.

Choose from a series of sessions that will cover key trends shaping the technical communication industry today, get live training on the latest tools that are transforming the way content is created, delivered and consumed, and showcase the ease with which one can migrate to modern, more efficient content workflows – without leaving your existing content behind.

Get valuable insights from industry experts

Grow your professional network

See new tools in action

Who should attend?

While the event is open to anyone who is interested,
the sessions will be particularly beneficial for industry professionals who hold following roles:

Technical Writers, Authors and Content Developers
Technical Publication Managers
Documentation Specialists, Engineers and Managers
Subject Matter Experts
Instructional Designers
Knowledge and eLearning Professionals
User Experience Designers
Information Architects and Developers
Policies and Procedures Specialists
Casual Content Contributors
IT Managers
Customer Success and Customer Experience Managers
Marketing Managers


    8:30 a.m. – 8:55 a.m.
    Registrations, coffee and breakfast
    8:55 a.m. – 9:00 a.m.

    Bjørn Smalbro and Stefan Gentz

    9:00 a.m. – 9:40 a.m.
    How Intelligent Content and a unified Content Strategy can drive your Customer Experience Strategy

    Stefan Gentz

    Session description:

    "People buy experiences, not products,” said Shantanu Narayen, Adobe’s CEO, recently at the Adobe Summit 2018. Almost every company has recognized that it is in the customer-experience business. Understanding the customer journey and the brand interactions across channels and platforms and their impact on the customer experience is crucial for creating a unified CX strategy.

    But it’s a complex system coming with a lot of challenges: Multiple brand touchpoints have a cumulative impact on the customer experience. Inconsistent content experiences in the customer journey create a fuzzy brand experience, and a cluttered IT landscape creates disconnected “content worlds” in both voice and tone, visual consistency and unified accessibility.

    Get insights into the world of Customer Experience Strategy and how to blend Technical Communication seamlessly into the digital experience of customers."

    9:40 a.m. – 10:20 a.m.
    How Hardi does content management with unstructured FrameMaker

    Jeppe Sørner

    Session description:

    Hardi’s long-time technical writer, Jeppe Sørner will talk about how Hardi does content management in user manuals for a wide variety of field sprayer products, without the use of structured FrameMaker. This includes the use of Text Insets and Conditional Text functionalities.

    10:20 a.m. – 10:30 a.m.
    Coffee break


    10:30 a.m. – 11:10 .am.
    The use of FrameMaker in technical documentation in the medical device industry

    Mike Simpson

    Session description:

    Join us for an interactive session with Mike Simpson (Technical Communication Lead & Senior Editor at BK Ultrasound) as we look at the challenges and best practices of managing high-quality documentation in a market-leading, global medical device manufacturer. We will learn as to how BK Ultrasound is staying with the times by moving to integrated HTML documentation using Adobe FrameMaker.

    11:10 a.m. - 11:50 a.m.
    Advanced localization processes for Adobe Framemaker

    Erik Arent, Morten Halberg

    Session description:

    Are you looking for best practices to translate multilingual content in Adobe FrameMaker? Erik Arent and Morten Halberg from Xplanation, Denmark, will show you an advanced localization process for translating multilingual content directly in FrameMaker.

    To advance the localization process they will also show you how to handle in-house validation as a part of the translation workflow. A process in which stakeholders will be able to see the translated content in both source and target layout.

    11:50 a.m. - 12:40 p.m.
    Networking lunch


    12:40 p.m. - 1:40 p.m.
    Introducing Adobe FrameMaker (2019 release) and Adobe RoboHelp (2019 release)

    Stefan Gentz

    Session description:

    Fast. Powerful. Future-ready. This is Adobe FrameMaker! With the 2019 release, Adobe has done a major revamp of Adobe FrameMaker, modernizing the whole technology stack to the latest and best. FrameMaker 2019 is built on an all-new 64-bit architecture making it super-fast and future-ready. With the new native PDF engine, you can produce PDFs faster and in higher quality than in any previous release. Opening and editing of even super large DITA maps and classic books is lightning fast now. Image transparency and image import and high-quality image filters based on Adobe’s latest imaging technology will make your content authoring experience more pleasant than ever before. And with the world’s first visual DITA Customization Wizard, you can customize DITA to your needs – fast, intuitive and easy.

    But that’s not all for this year:

    Adobe has also reinvented RoboHelp completely. With the brand new 2019 release of Adobe RoboHelp, you will enter the future of online Help content creation and publishing. This version was coded from scratch on an entirely new technology stack. It offers an all-new way to create Help content for you – and deliver an amazing content experience for your customers.

    In this presentation, Stefan Gentz will introduce you to these two exciting new releases and the future of Adobe Technical Communication solutions.

    In this session you will discover:

    • A complete tour all that is new in this FrameMaker (and that’s a lot!)
    • An introduction to Adobe’s all-new RoboHelp (2019 release)
    1:40 p.m. - 2:20 p.m.
    AEM & Augmented Reality: The future of product information and after-sales support

    Uli Henningsen, Gilberto Picareta

    Session description:

    Deep-dive into the integration of AR technologies in Adobe Experience Manager to personalize content, improve user experience and increase customer loyalty. Know which content and technology resources are required to go from theory to practice.

    As Augmented Reality gets real in different areas of our daily lives such as entertainment and communication, it has been also gaining momentum in different business domains. From R&D to Marketing through Customer Support, AR technology is already creating real value, efficiency and revenue in companies of different sizes and industries.

    AMPLEXOR has teamed up with Adobe to show how augmented reality technologies can be integrated in digital platforms to improve engagement and user experience.

    In this hands-on session you will discover:

    • How to easily create AR experiences for your business
    • What content, technology and resources are required
    • Innovative features in the XML documentation for Adobe Experience Manager
    • Benefits of consolidating marketing and technical content on one platform
    • Exciting approaches to automation of content-related processes
    • Clients’ success stories: improving after-sales support with interactive AR guides
    2:20 p.m. - 2:30 p.m.
    Coffee break
    2:30 p.m. - 3:20 p.m.
    Adobe FrameMaker (2019 release) and DITA – The best content authoring solution available!

    Jang Graat

    Session description:

    Structured authoring solutions were created to make content reuse easier, so that content production becomes much more time and cost-effective. Most of these solutions required a steep learning curve for the authors, as they introduce a lot of technical concepts and details into the user interface.

    Adobe FrameMaker (2019 release) is the only application that offers author-friendly support for DITA – which is the best-available and most widely adopted standard for structured authoring and content reuse.

    This session shows how easy it is to create high-quality structured content based on DITA, while keeping the familiar Word-like look and feel for your authors. No XML knowledge needed!

    3:20 p.m. - 3:50 p.m.
    Efficient re-use of existing content and publishing to HTML5 or Mobile Apps for product documentation

    Bjørn Smalbro

    Session description:

    Bjørn Smalbro from shows how to make use of existing documentation and re-use the content efficiently and intelligently. Publishing the manuals, instructional guides or documents to multiple output formats like Responsive HTML5, Mobile Apps and more using the Adobe Technical Communication solutions will become easy.

    4:00 p.m. – 5:30 p.m.
    Networking cocktail reception



Jang Graat
Founder/CEO, Smart Information Design
Jang Graat
Founder/CEO, Smart Information Design

Jang studied Physics, Psychology and Philosophy in three different cities before embarking on a fast-track career in the supercomputer manufacturing domain back in 1987. He has tons of experience as technical author, trainer, consultant and developer. He has been using FrameMaker since version 7 and taught himself programming in a wide variety of languages. In the past decade, he has concentrated on making FrameMaker do all kinds of things that it does not do out of the box. This has earned him the unofficial honorary title ‘the Frame tamer”. Jang lives in the Netherlands with his princess, 2 cats, a Macbook Pro, a library of philosophy books and a bunch of musical instruments.

Stefan Gentz
Worldwide TechComm Evangelist, Adobe
Stefan Gentz
Worldwide TechComm Evangelist, Adobe

As the Global Evangelist for Technical Communication at Adobe, Stefan’s mission is to inspire enterprises and technical writers around the world and show how to create compelling technical communication content with the Adobe TCS tools.

Stefan is also a certified Quality Management Professional, ISO 9001 / EN 15038 auditor, Change Management Assessor, ISO 31000 Risk Management expert and Six Sigma Champion.

Stefan is a popular speaker and moderator on conferences such as tekom, tcworld, Intelligent Content Conference, Congility, LocWorld, TCUK, STC, GALA, ELIA, and many other. He is also a member of the Conference Advisory Board of the world’s biggest TechComm event, the tekom / tcworld Conferences and an Ambassador for the Globalization and Localization Association (GALA). He is also an active social networker on Facebook, Twitter and LinkedIn.

Bjørn Smalbro
Owner & Founder of Studio Smalbro and
Bjørn Smalbro
Owner & Founder of Studio Smalbro and

Bjørn has worked with FrameMaker and Technical Documentation/translation management since 1993, and before that he had a career working with 3D Design at Lego. He has been using FrameMaker since version 5 and has worked freelance with design, development and training for most of the biggest danish companies like Danfoss, Grundfoss, Bruel & Kjær et al.

Having worked with all sorts of design work, he has nurtured an interest in the field of content strategy.

Bjørn lives and works in Copenhagen and besides his work with graphics and design, he is also the owner of - Denmarks premier webshop for quality Tequila and Mezcal.

Uli Henningsen
Senior Manager, Strategic Accounts, AMPLEXOR
Uli Henningsen
Senior Manager, Strategic Accounts, AMPLEXOR

Uli Henningsen is Senior Manager Strategic Accounts at AMPLEXOR. Uli has more than 25 years of experience in IT, with expertise in customer acquisition and management in IT-related markets as well as in software development and product management.

Blog articles Uli :

Erik Arent
Solutions Architect, Xplanation Language Services
Erik Arent
Solutions Architect, Xplanation Language Services

Erik Arent has been working with FrameMaker from a translation perspective for a long time, developing flexible solutions that can adjust to changing customer requirements.

As a Solutions Architect at Xplanation Language Services, Erik works with companies that have translation needs and require customized solutions. 10 years of operational experience from the translation industry combined with an inquisitive mind and a knack for fixes make up a potent cocktail. Erik holds a degree in English from Aarhus University.

Morten Halberg
Business Development Manager Nordics, Xplanation Language Services
Morten Halberg
Business Development Manager Nordics, Xplanation Language Services

Morten Halberg is the Business Development Manager for the Nordics at Xplanation Language Services. He is passionate about setting up new cooperations with companies needing multilingual communication to reach their objectives. With a focus on technology and solutions he has for 20+ years worked within B2B sales and for the last 7 years at Xplanation.

Morten holds a Master in Architecture from Aarhus School of Architecture.

Mike Simpson
Technical Communication Lead & Senior Editor, BK Ultrasound
Mike Simpson
Technical Communication Lead & Senior Editor, BK Ultrasound

Oxford Brookes University – BA English and Publishing
The Open University – Health Sciences (2017 – present)
Technical Writer, Brüel & Kjær, 2012 – 2013
Technical Writer & Senior Editor, BK Ultrasound, 2013 – 2015
Technical Communication Lead & Senior Editor, 2015 – present.

Gilberto Picareta
Manager for Strategic Accounts and Technology Evangelist at AMPLEXOR
Gilberto Picareta
Manager for Strategic Accounts and Technology Evangelist at AMPLEXOR

Gilberto Picareta is Manager for Strategic Accounts and Technology Evangelist at AMPLEXOR based in Zurich. His focus lies in listening and understanding the client requirements and drawing in the AMPLEXOR network to provide fitted solutions. As a digital native and with a background in business, IT & finance, he consults companies on successfully unifying the worlds of IT and business.

Blog articles Gilberto :


Scandic Sydhavnen,
Sydhavns Pl. 15, 2450 København,


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