© 2005 IBM Corporation The Globalization Landscape Customer Inhibitors, Opportunities and Outlook Susan Mills Globalization Executive IBM Corporation

© 2005 IBM Corporation

The Globalization LandscapeCustomer Inhibitors, Opportunities and Outlook

Susan MillsGlobalization ExecutiveIBM Corporation

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Vision: Excellence in the Total User Experience

Mission: To optimize business value and customer success through excellence in the total user experience as a result of continuous improvement in people, process, tools and technologies.

Make IT Easy by designing ease of use into the total user experience enabling users to do what they want, when they want, how they want with a high level of satisfaction.

Make IT Clear by creating intuitive, accessible, global information and interfaces driving faster implementation and decreasing time to value by providing the right content, to the right person, at the right time.

Make IT Global by delivering globalized offerings decreasing the time to deploy e-business applications worldwide and enabling reach to a wide range of customers in their language with their cultural preferences.

Make IT Accessible by providing the same value proposition to all people.

Improve Customer Satisfaction and Quality by monitoring, measuring, and acting on customer feedback to drive continuous improvement.

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Business Transformation: The On Demand Challenge Characteristics of an on-demand business

Responsive: Capable of sensing changes in the environment and responding dynamically

Variable: Able to adapt to cost structures and business processes to reduce risk and drive higher levels of productivity

Focused: Concentrated on core competence

Resilient: Prepared for challenges and threats

Characteristics of an on-demand operating environmentIntegrated: Capable of integrating with, and transforming, business processes to link

processes and applications

Open standards-based: Using open technical interfaces and agreed-upon standards

Virtualized: Allows distributed computing resources to be shared and managed

Autonomic: Takes care and manages itself.

© 2004 IBM Corporation4

Globalization is a business imperative for IBM

Globalization requires focus and appropriate investment

Same value proposition for all customers

worldwide


What is globalization?

Globalization is the trend toward an integrated worldwide economy

Politics has created the opportunities....

Economics has provided the incentives...

and now...

Technology is providing the way!


Customers need Globalization when ... They want to expand to

other countries eBay Germany

http://www.ebay.de/



other countries

They want to attract and serve specific ethnic groups in their existing markets

TD Canada Trust in Canada

http://www.tdcanadatrust.com/asian/index.jsp



other countries


They need to protect their own markets from international competitors

Toyota US – in Chinese

http://www.toyota.com/chinese


Customers need Globalization when ... They want to expand to other

countries


They need to protect their own markets from international competitors

They have global customers who demand support for their business with them around the world

IBM Corporation

http://www.ibm.com/software


Across languages, cultures, local business conventions

Bridge the gap between business and IT globally


I have a GMS solution for

you?

I have TM that supports

TMX

Machine translation is

perfect for you

I have translation

services? We support XLIFF

…

I can sell you a Unicode

library

I would like to expand to China.

What should I do?


We need to understand customers’ globalization challengesBusiness strategy and directions

Business requirements

– Insufficient understanding of the company business directions

– Limited understanding of the associated requirements

– IT organizations do not know who the application is for. And nobody is asking ...

Governance

– Ambiguous objectives lead to differing solutions

– Organizational conflicts reduce effectiveness

– Gaps in responsibilities caused mismatches in solutions


We need to understand customers’ globalization challengesIT Infrastructure, architecture and processes

Lack of methodology and processes

G11N = translation. Some issues not perceived as globalization issues

IT frequently has no knowledge of the basic globalization guidelines

Lack of framework and processes to develop & manage multilingual content

Dependence on service providers that also lack the same skills

IT organizations may be using the wrong development and delivery platforms

Poor knowledge of the features available in their development platforms

Lack of access to technologies to handle locale and languages

Lack of tools for the end-2-end process to model, define, design, develop, test, & deploy global applications


Our company is expanding

to China

Our system works?

Engage helpMake

necessaryGlobalization changes

Needtranslation?

Define Trans-lation process

Need newsystems?

Acquirenew systems

SelectTranslation

vendor

ImplementProcess

- which applications?-new software?-- new hardware?-- communication infrastructure?-Business infrastructure?- Code changes?- new applications?- distributed, central, or hosted?

Yes

No/don't know

Expand

Yes

No

Yes

No

End to end globalization Assessment

Question for usCan we guide our

potential customers every step in the

business process and identification of their globalization requirements and

needs?


On the road to globalization

Crawl

Walk

Run

Customers at a loss adopting the appropriate technologies Globalization vendors selling ad-hoc technologies

Globalization solutions more mature Vendors compete for market & mindshare

Understand & respond to customer needs

The G11N industry is

here Competition

WW Regulation

TechnologyTrends

Demographic Shifts

Business

Transformatio

n

Business

Transformatio

n

Compliance

Opportunity


So, where are the opportunities?

“Reverse” Localization– Emerging Markets: China & India

– Move across Asia and into Europe

Small and Medium Enterprises– The biggest globalization growth in the next 3 to 5 years (Aberdeen Group)

– Business Partner & ISV solutions with no prior experience in globalization.

– A highly price sensitive market.

Business Integration and Business Transformation– Globalization is a “discrete service”, integrated into a larger Enterprise Business

Transformation effort

– Customers are looking for partners who understand their business strategy and requirements

– Not just products & offerings, more importantly…Business Processes


What do we need to do?


Outside In Design: Key to Enterprise Responsiveness

Outside In Design is a single discipline, made up of complementary approaches that bring the customer voice to development enabling enterprise responsiveness.

http://www.ibm.com/easy

BusinessOpportunity

UserExpectations

ConceptualDesign

DetailedDesign

MilestoneProcess


Globalization for an On Demand world!

Understanding the marketplace– Business requirements– Emerging markets– Unicode consortium, LISA– Gather customer requirements

Building and educate the globalization community– Globalize your On Demand website

http://www.ibm.com/software/globalization

– Support IGS on customer engagements– Support IBM Business Partners integrate G11N

technologies to IBM solutions

Business Transformation and Change Management: define and implement a streamlined & integrated Localization Supply Chain across IBM

– Analyze the end- to-end translation process (BCS)

– Model appropriate on demand, modular, lightweight, translation services offerings (WBI)

– Develop supporting tools and IT infrastructure (DITA driven)

– Execute: align people and resources to build a stronger community of localization skills

– Monitor: measure progress and success

Enterprise responsiveness is all about time to value and turn around time


Model BusinessProcess

Analyze

Develop

Monitor

Execute

Scope/Planning

Author/ Creation

Packaging/ Submission

Pre-Processing

TranslationPost

Processing Validation

Publish /Manufacture

Translation/Localization Process

WebSphere Business Process Integration: model a set of rapid on demand, lightweight service offerings needed to develop global components

Aligning people & resources in order to build a stronger global community of specialized localization skills

Translation Workflow Management System based on IBM’s framework of

– business intelligence, – business integration, – service management

Integration of People, Process, Tools to Drive Improvement In the Turn Around Time of the translation business


What is next?

The market is dramatically changing

The globalization industry will change and adapt

We need to capitalize on opportunities to deliver on “Turn around Time”

We need to listen to customers and provide faster “Time to Value”


Japanese

Hebrew

Thank YouEnglish

MerciFrench

DankeGerman

GrazieItalian

GraciasSpanish

ObrigadoBrazilian

Portuguese

Arabic

Simplified Chinese

Traditional Chinese

Korean

Thai

Hindi

Tamil

go raibh maith agatGaelic Tak

Danish

TrugarezBreton

DutchDank u

Czech

Dekujeme Vam

DankonEsperanto

Tack så mycketSwedish

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© 2005 IBM Corporation The Globalization Landscape Customer Inhibitors, Opportunities and Outlook Susan Mills Globalization Executive IBM Corporation