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MadWorld Conferences

The Premier Technical Communication
and Content Strategy Conference

Photo of Michael Fritz

Michael Fritz


Michael Fritz holds a PhD in media sciences, a degree in business administration and specializes in marketing. He worked for several associations, e.g. as head of an institute for lifelong learning. Since 1996 he is CEO of tekom Deutschland e.V. and since 2013 also CEO of tekom Europe. He is also CEO of tcworld GmbH.

Sessions Presented by Michael Fritz:

Wednesday, September 12

3:00-3:55 PM

What the Heck is Industry 4.0 and What Does It Really Mean for Technical Documentation?

Track 1 Industry 4.0 Tools Neutral

These days, the term “Industry 4.0” is on everyone’s lips. According to recent developments, making use of the term only seems natural, but it has to be distinguished on what really belongs to “Industry 4.0” and what does not. We encounter ourselves in a world where there is such thing as an administration shell; a digital representation of the real asset in the digital world. Not only is communication between these assets possible – moreover, every asset is represented by a smart sibling and is assigned properties – which form the basis of everything. Being put in the semiotic triangle, “Industry 4.0” thereby links the concept we have of an object, the physical object as the asset, and the IT-model as the smart sibling. The physical and the digital world blend into each other not only with smart factories, but also with smart products. With regard to the “reference architectural model industrie 4.0”, this session aims at covering the heart of “Industry 4.0”.

Thursday, September 13

2:50-3:50 PM

Intelligent Information for Smart Users

Track 2 Tools Neutral Documentation Best Practices

Users want to use their mobile devices to get all the information they want and need – in the concrete context, individualized, and right on the spot. Short for Intelligent Information Request and Delivery Standard, iiRDS is a standard that enables independent communication between individual undertakings. This means manufacturers can easily deliver customers with the information they need, and customers can easily integrate information for use from many different manufacturers. As in a digitalized world, a new form of creating context is necessary, and iiRDS takes metadata as the key of its concept. With a richly defined ontology and use cases, iiRDS is applicable to any interested party in any industry where it meets the exact needs of its users. This session not only gives you an insight into iiRDS and everything that has been brought to life in version 1.0 of the project – you will also learn about future activities and even how you can get involved.