Evolving nature of localizationdownloadcentercdn.sdl.com/tridion/pdf/collaboration-roadshow.pdf · The 5 stages of localization maturity How SDL technology enables localization maturity

Jaime Clark

Senior Business Development Manager

Evolving nature of localization:Why companies move beyond file based translation

Overview

The factors fuel today’s demand for localization

Why business drivers change the way organizations view localization

The 5 stages of localization maturity

How SDL technology enables localization maturity

Fuelling the demand for localization

(c) Common Sense Advisory 2011, Accelerating Localization Maturity

Varying nature of business drivers

Business Drivers for Localization and Translation

Years of active localization

<1 year 1-5 year 6-10 years >10 years

Customer loyalty 0.00% 11.76% 23.53% 64.71%

User base growth 6.25% 18.75% 15.63% 59.38%

Competition 5.56% 33.33% 8.33% 52.78%

Product Revenue 7.14% 25.00% 17.86% 50.00%

Customer experience 4.88% 26.83% 19.51% 48.78%

Market share 4.76% 26.19% 21.43% 47.62%

Country revenue 1.89% 30.19% 20.75% 47.17%

Operating efficiency 0.00% 31.82% 22.73% 45.45%

Incremental localization cost 0.00% 33.33% 27.78% 38.89%

7.14%

33.3%

33.3%

27.8%

23.5% 64.7%

59.3%


Localization drivers @ Intel

Drivers: Country RevenueProduct Revenue


Drivers:Market Share

User base growth


Drivers:Customer experience

Localization costs


Drivers:Customer experience

Customer Loyalty

Evolution of localization

As with any business process, companies involved in localization of content move through various stages of maturity & experience

Localization maturity is a measure of a company’s ability to meet global requirements for translated content


Evolution of localization: Stage 1 (Reactive)


Corporate LSP

• Few / no processes in place for localization

• Unclear job roles and responsibilities• Minimal / no technology support• Focus on generating country revenue• Single person largely responsible for

localization

• Minimal / no technology involved in localization process (Copy and paste)

• Technology used primarily at the request of customer

• Few skilled CAT tool users within the organisation

Evolution of localization: Stage 2 (Repeatable)


Corporate LSP

• Core localization processes start to formalize

• Initial roles and responsibilities assigned • External providers start to be regarded as

beneficial• Recognition of the benefits of re-

purposing translation assets (TMs, terminology)

• Growing use of desktop localization tools across entire company

• Technology used on growing number of projects, including those not specifically requesting its use

• Recognition of the benefits of re-purposing translation assets (TMs, terminology)

• New staff sought with CAT tool experience

Why are companies incorporating localization technology?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%Faster time to market

Global content consistency,

quality and accuracy

Improved global and product

brand management

Regulatory requirements

Increasing revenues in specific

vertical markets

Increasing revenues in

established geographies

Increasing revenues in emerging

geographies

Simultaneous product shipments

Increasing multilingual content

volume

Rated as "Critical" or "Very Important"

Gilbane Group, Multilingual Communications as a Business Imperative

Evolution of localization: Stage 3 (Managed)


Corporate LSP

• Localization processes begin to be enforced by their owners

• Multiple points for localization spring up around the organization

• Ad-hoc collaboration at divisional and company level

• Company wide increase in demand for translation

• Specialized localization tools appear

• CAT now de-facto across the entire company

• Translation memories and terminology are managed at team / project level, updated at regular intervals

• In-house applications emerge to improve supply chain issues

Localization growing pains

“There is no common vocabulary at Microsoft… Our lack of

standardization undermines our trustworthiness.”

Craig Mundie, Chief Technical Officer

Solution: Trustworthy Computing initiative; online publication of corporate

terminology

“… The customer expects to see consistent and timely information

regardless of where and how it is published.”

Alison Toon, Translation & Localization Manager

Solution: One World initiative

“New products need to be launched simultaneously across all

markets… Our quality and consistency were suffering, leading to poor

communications with customers and potentially damaging the Philips’

brand.”

Luuk de Jager, Global Content Management Senior Manager

Solution: One Face to the Customer initiative

Traditional global processes:Excessive communication, inconsistencies & cost

Collate

BCUBruges

BCUSingapore

BCUEindhoven

• Mainstream

• Hi-end

• DTV + FTV

Sign-off

Create

Commission

Translate Localise

Localise &translate NSO’s

x17

Trade

Consumer

NSO’s

x17

Sign-offContent

DB

AKBS

MDB

Media

Ware

P3C

6 months

Product Catalogue Content Process

3 months

5 months

Web Content Process for Catalogue

4 months

4 months = new AKBS 2 months = update AKBS

Regional Marketing

AKBS

Collate

Spain

Sweden

x17

x17

x17x17

x17

x17

Over 9,000

communications

required to source

content for catalogue

Translation happens

twice for the same

content

Content takes

4 months to

reach the web

Regional

marketing act as a

‘post-box’ and are

a bottle-neck

Different people

are chasing the

same content

Only 18% of

TV product

leaflets get to

P3C

Source: Philips présentation at SDL GIM conférence, UK, November 2006

Evolution of localization: Stage 4 (Optimized)


Corporate LSP

• Process enforced and expanded beyond core localization tasks

• Preference towards centralization in recognition of localization’s importance to entire business

• Shared technology solutions appear• TMS appear as part of automation

strategy

• Collaborative solutions facilitate the real-time sharing of translation assets between translators

• Project managers no longer need to manually collect and updated desktop TMs to ensure content accuracy

• Bespoke supply chain solutions emerge

KYOCERA MITA

Employees: 12,160

Languages: 20+

Offices: 24 sales and service worldwide

Profile

Fragmented set of processes

Freelance translators

Terminology captured in Excel spreadsheets

No version control or ability to manage terminology access

Avalanche of terms being created, with no coherence or clarity of messages, labels and strings

Pre collaboration

Deployed MT Server to translation group

Localization time reduced by 30%

Increased speed-to-market and agility

30% reduction in end-to-end costs

Increased language support from 5 to 20 languages with no extra costs

30% more team productivity

Post collaboration

“If we didn’t use SDL Multi Term, we estimate that the end-to-end localization costs would have been four times higher.”

Katsumi Horiguchi, Senior Manager for Technology Publications, Kyocera Mita.

Evolution of localization: Stage 5 (Transparent)


Corporate LSP

• Most evolved state of localization• Importance of localization is

unquestionable • Focus now in on continuous improvement

across with the goal of globalizing every product employee and touch point

• TMS solutions a necessity

• Highly skilled translation agency, specializing in the use of CAT tools

• TMS solutions incorporated into the heart of the organization

• Key customer to software provider, with access to Beta releases

• Streamlined, highly efficient localization supply chain

HEWLETT PACKARD

Revenues: $76.8B

Employees: 142,000

Countries: 170+

Products: 80,000

Profile

Speak with “One Voice”

Accelerate time-to-market by 10%

Reduce content globalization costs by $100 million over 5 years

Integrate with Document and Trigo product catalog

Executive Mandate

Centralized infrastructure and standardized processes

Access provided to authors, translators and reviewers

Higher quality and consistency achieved

Scalable for future

Savings Year 1: $5M

Results

“In a global operating environment, the Internet has become a primary interface between customer and vendor. And the customer expects to see consistent and timely information regardless of where and how it is published.”

Alison Toon, Translation & Localization Manager, Hewlett-Packard.

Benefits emerging from localization maturity


Faster speed of translation

Higher levels of overall quality

Reduced number of errors

Leverage assets in futureprojects

Reduction in ‘hidden costs’:

Correcting mistakes

Inconsistent terminology

Defective communication / project management

Long-term cost reduction

Centralized infrastructure

Standardised processes

Competitive advantage

SDL - Enabling localization maturity


Desktop Tools:

SDL Trados Studio

SDL Passolo

Translation Management:

SDL WorldServer 2011

Collaborative Tools:

SDL TM Server

SDL MuliTerm Server

Collaborative Tools:

SDL TM Team

SDL MuliTerm Team


Collaboration and centralization for small work-groups

Flexible: step up from file based translation and terminology management

Simple: Designed for groups of 2-9 users

Intelligent: Accessible via a local area network (LAN) or the internet

Powerful: User management controls

Seamless: Simple access via SDL Trados Studio

Undemanding: Runs on Microsoft’s free SQL Server Express

Affordable: entry point pricing starting from €5,000 per solution

SDL TM TEAM

SDL MT TEAM


Total connectivity for larger workgroups

Scalable: file based translation and terminology management from 10 to 1000s

Robust: High performance translation environment for heavy duty sharing

Intelligent: Accessible via a local area network (LAN) or the internet

Customizable: Can be integrated into common content management systems

Manageable: Direct control over user and system settings through a single interface

SDL TM SERVER

SDL MT SERVER

Summary

Technology gains traction as experience grows

Once companies master localization, it becomes one of many elements that define its competitive advantage

The more mature an organization get the more value they discover in centralizing activities

With maturity comes the ability to move beyond just cost saving, towards defining common tasks and workflows that are critical in achieving scalable operations

Faster speed of translation

Higher levels of overall quality

Reduced number of errors

Leverage assets in futureprojects

Reduction in ‘hidden costs’:

Correcting mistakes

Inconsistent terminology

Defective communication / project management

Long-term cost reduction

Centralized infrastructure

Standardised processes

Competitive advantage

Further information

• Find the right solution for you: www.sdl.com/perfectlandscape

• Discover more about Translation management www.sdl.com/translationmanagement

Questions?

Documents

Evolving nature of localizationdownloadcentercdn.sdl.com/tridion/pdf/collaboration-roadshow.pdf · The 5 stages of localization maturity How SDL technology enables localization maturity