On the edge— walking the tightrope

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Alison Toon and Venugopal ShanOctober 2011

On the edge—walking the tightrope

2 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

– Enterprise Transformation– Global Translation

Program– Intra-HP Cross

organizational partnership

– Suppliers– Joint work with Alison’s

Globalization team on People, Process and Technology

Who we are

– Enterprise Translation Management Architecture

– Translation management tools and processes

– Terminology management and global brand

– Internationalization of content

– Content creation best practices

Alison Venugopal


Agenda

•Scale•Approach•Challenges•Progress and success•What’s next?


HP’s scaleImmense Breadth and Depth


What is your mountain peak?

How many words a year do you translate?How many content types?How many products and services? SKUs?What would make you think twice?

… welcome to our reality…


HP is more than you may think

We are not just printers…… or PCs…… or printer ink.We are the computer systems who run your telephone networkOr the systems behind your governmentOr the IT infrastructure for your bankOr the printing of the billboards you saw on your way hereAll over the world


Scale—pushing the limits

> 300,000 employees+/- $130 billion revenues170 countries> 60 languages + country localization> 70,000 SKUs> 300 million words translated/yearGlobal launches, global informationConsumer, SMB, EnterprisePrint, web, social and mobile and everything else


On the edge? Fall or jump!

Several years ago, all HP translations were done by different small teams, all over the company, with a multitude of translation suppliers and no sharing of assets.

We were swamped by rapid growth in translation requirements, new services driving need for global deployment of content simultaneously, little knowledge of translation automation tools—not even translation memory—and little expertise in enterprise translation management.

We could have failed, slowly but surely, overwhelmed by an ocean of translationInstead, we jumped, feet first!

HP’s Enterprise Translation Management Architecture started its life as a bold project, albeit with risk, with emerging technology, delivering to new, important customer markets.


Our approach… it worked for us


1 2 3 4T&L anarchy Early ETMA EC support ETMA rules!

No central TM management, no approved supplier list, and translations of same content done over and over and over again, with inconsistent terms and no shared assets

1999: Began enterprise translation management. Early 2000’s: benefits and usage spread gradually within HP, and HP recognized externally as pioneers

2008/9: Demonstrated business case for use across HP; Partnership between HP Transformation team & Globalization team.

Fast Adoption Curve;All HP translations must be processed through ETMA. Huge centralized TM repository enables quality MT service. Rapid growth!

ETMA HISTORY


Today

ETMA tools and processes are used for all HP translations, and all HP translation suppliers are users of ETMA.HP Translation program includes:•Centralized management and sharing of translation memories•Global terminology management• Integration of translation and content management systems•Streamlined and simplified Approved Supply base for translation

services•HP-trained statistical machine translation engines•Central shared service team for expertise in global business

processes, content internationalization, and global content management.


The opportunity—what we did

•HP Transformation program linkage– Office documents and print process– Marketing process– Product supply chain processes– Corporate functions’ processes

•Business cases for each of the above for all of HP– Identifying specific initiatives/segment for execution– Identifying Translation as a common work stream across multiple program initiatives

•Executive Council and CEO sponsorship•Governance structure


The opportunity—what we did (continued)

•“Translation Transformation”•Combined expertise on Enterprise Translation Management and Global

Procurement•HP Translation Policy•Change management•Executive mandate as needed•Rigorous measurement of savings•Quarterly review and reporting of results•Constant review of new and growth opportunities


Savings Opportunity Summary

Projected HP Translation Spend ($ M)

Proposed adoption

Centralized volumegrowth

Projected Cost Savings by Business Organization ($ M)

37%

5%18%

25%

15%Organization 1--$$$Organization 2--$$$Organization 3--$$$Organization 4--$$$ Organization 5 --$$$

Projected HP Cost Reduction ($ M)

Accelerated adoption of centralized translation system will save $XXM per year by end of FY’XX

Projected spend at proposed adoption rate

Projected spend at current rateProjected

Cost Savings

Cost Avoidance

Cost Reduction

Total: $$$$

Expected Translated Word Volume (Millions)

Our business case


Challenges….Too many


Managing change

•One of the most challenging tasks is the management of change•People don’t like change

– Peoples’ roles and responsibilities will probably change– They may be concerned about losing control or ownership of processes or budget– They may be afraid of losing their jobs– They may feel that their skills are no longer valued– They may feel that they can no longer be creative– They may not believe you!

•This month’s challenge: MT post-editing– Some translators really don’t like it

•Remember 10 or so years ago? Folks didn’t like TM


HP Translation Program partnership

ETMA

Digital Strategy G11N

Global procurement

Manage supply chainRouting of translation purchases

Globalization consultingETMA managementSetup and training of suppliersAnalysis and setup of new business

Measured savingsEfficient processesPMO LinkageStakeholder Relationships

HP IT

HP Transformation Program

ETMA InfrastructureIT processes


You know the storyMore with less—constant challenge

Lower budgetsLess timeFewer editorsFewer in-house technical authors

More informationMore contentMore languagesMore authorsMore productsMore acquisitionsMore suppliers


Progress and successHow are we doing?


PSG

IPG

EB

APJ

LA

NA

EMEA

Solution

BG & Region Content owners

Content users

Content Creators

OfferingManagement

UnstructuredContent

StructuredContent

Product DataManagement Tools &

ProcessBusiness Rules

Policies & Standards

Operational Execution

PricingOM/Config

Sales

eBusiness

Mktg./MarcomFinance

Supply ChainPartners

Customer


Hills climbed and rivers crossed

•Increased our WW Central ETMA throughput from 100M to >300M words/year

•Most high-volume and medium-volume programs on board•Global Supply Base in place

– Further optimization by Q4 2011•Customized HP statistical MT engines in place•Machine Translation adoption started•Central ETMA technology in place, and continues to be improved.


TM-only translation processETMA translation memory matching plus translation

Supplier or CMS uploads

content files to ETMA

ETMA identifies matches,

terminology and “new words”

Translator reviews matches and

translates new words

BreakdownNew words95% - 99%85% - 94%75% - 84%

DTP

Linguistic Review

Engineering hours

ICR

ProjectMgmt

Supplier provides

other project services

Supplier delivers perfectly

-translat

ed content


TM+MT translation processTranslation memory matching plus machine translation service plus review

BreakdownZero new

words95% - 99%85% - 94%75% - 84%


content to ETMA



Translator reviews matches and machine

translation

DTP

Linguistic Review

Engineering hours

ICR

ProjectMgmt

Supplier provides

other project services

Supplier delivers perfectly

- translat

ed content

MTengine

MT engine

MT engine

MT engine

“New words” go through machine

translation


TM+MT onlyTranslation memory matching plus machine translation only


content to ETMA



Content delivered directly back to HP. Content will not be perfect,

but will be high-quality, low-cost

translation

MTengine

MT engine

MT engine

MT engine

“New words” go through machine

translation


Content types for MT—common language

Basis: style and grammatical structureSC: Structured and Semi-structured content (example product data

sheets)UDC: Unstructured descriptive content (example Marketing campaign)TC: Technical step by step content (example professionally written support knowledge) USM: Unstructured social media content, customer feedback, (not written by professional authors)S/UI: Software strings and user interface stringsLD: Legal documentation

Supplier

Stakeholder

HP Transformati

onProgram

Team

HP Globalization

Team

HP IT

HP GlobalProcurem

ent


If we wait for Perfect, we will never get anywhere. We advance a step at a time, and learn along the way.


1 2 3 4CMS ETMA Translator CMS/Publish

CMS user knows that customers need their own language, and triggers a translation job

ETMA receives the translation job, matches the source content against translation memory (TM) , MT, and terminology

Translator works on the job, reusing existing translation and applying HP’s preferred terminology

Translations are stored back in ETMA TM and automatically sent back to the CMS to publish

How HP does it


Or, what we cannot/must not doOn the edge of reason

•Risk NPIs (New Product Introductions)•Slow down translation processes• Introduce inconsistencies•Divert resources from organizations who are focused on products and

services•Dictate how, what, or where, HP provides local-language content


And we still have nightmares

3/3/0 6720s Warranty/3Y GblNextDy HE-NB/3ywty

HWSup / CPd 3Y 4h 24x7 HE Wkst HW Supp

3y NxtBsDyOnsteTPC


What’s next?


Paradigm shiftMetrics

•Cost-per-word is the traditional metric for T&L cost and savings– Localization is usually considered an expense, not a differentiator– Alone, reducing cost-per-word is unlikely to attract Executive interest

•Change focus to “what opportunities are we missing?”– How can localization lead to increased revenues?– What cost savings are we missing?– What could we be consolidating?– How are globalization costs tied to revenues?– Could our customers be happier?

•Measure, measure, measure


– Better positioning of products in global market

– Content, products and services that feel local to the customer—improved brand loyalty

– Faster time-to-market/time-to-value– More consistent global brand– Easier “self-solve” for support– Beating competition to market with

important information

Potential savings and benefits

• Re-use of content and translations

• Reduced duplication of work• Less “human” time• Simplified project

management• Consistency across lifecycle

Direct Indirect


Helping partners to communicate their success

Monthly Cost Per Word & Annual Averages

$0.08

$0.07$0.06

$0.08

$0.11

$0.12

$0.08

$0.05

$0.14

$0.03

$0.07

$0.04

$0.08

$0.06 $0.05

$0.09

$0.05

$0.04

$0.06 $0.06

$0.03

$0.05

$-

$0.02

$0.04

$0.06

$0.08

$0.10

$0.12

$0.14

$0.16

Month

CPW

2005 Avg. Cost/Word = .08

Fiscal 2005 Fiscal 2006

2006 Avg. Cost/Word = .05

Provide programs with regular reviews of progress


Keys for success

•Everyone wins– It’s not just the central service who reports success– Provide the users of the central services with data and reports so that they can

demonstrate their own achievements•Sometimes you need a mandate

– You can’t expect individual teams to see or generate the benefits for entire company•You need a global vision and the means to carry it out

– Executive sponsorship is essential– Partnership is vital


What’s next for us?•Globalization strategy

– Use the knowledge we have gained strategically•Greater use of machine translation

– For efficiency– To reach more customers in their own language– Instant if needed

•Better processes– We know we may not reach perfection, but we listen, work hard, and try to improve every

day•More pictures and sound, fewer words

– Multimedia is global•Whatever we need to do as HP continues to grow globally

– … and have fun doing it


Thank you!Any questions?

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On the edge— walking the tightrope