Collision or Convergence? Managing the Intersection of Content and Translation Management Systems 8 June 2010

Presented in collaboration with Gilbane San Francisco 2010 Breaking Down the Silo: Improving Global Content Value Chains by Collaborating Across Departments

Research by the Gilbane Group indicates that leading practitioners of content globalization have recognized that standalone, stovepipe technologies and processes simply cannot keep pace with prospect and customer demand for relevant content in multiple languages. These companies understand that while content management and translation management systems deliver benefits as standalone technologies, they are reaching or have reached the limits of what they can deliver in their own right. Whats more, there is growing recognition that they will deliver exponential impact when they are integrated into a holistic CMS/TMS solution. The business benefits of connecting content repositories with translation management systems include cost reductions through maximized reuse, brand protection through standardized terminology, increased efficiencies through automation, and stronger governance and process improvement through visibility and control. What is much less clear is how to actually design, deploy, and manage integrated solutions that deliver these benefits to a global enterprise. In this session, experts from different domains related to CMS/TMS integration discuss the key issues and provide guidance and insight that will enable attendees to avoid collision and proactively manage convergence. Collide or converge?

Content and asset sharing Gilbane Group, Multilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains

Managing CMS/TMS Convergence Market forces and business driversProcess IssuesIntegration IssuesBenefits to global customersGetting started and adviceQuestions and wrap-up

Experts Noz Urbina Senior Consultant Mekon Sukumar Munshi Head of Key Account Management Across Systems Fred Hollowood Director of Research and Deployment Symantec Corporation

Scope Assumes understanding of content management and translation management systems Assumes that the case for integration has been made A look at one instance of integration... There are others Infrastructures comprise people, process, and technology Cursory introduction

Market forces and business drivers

Study findings include... Progress towards overcoming language afterthought syndrome. We see slow but steady adoption of content globalization strategies, practices and infrastructures that position language requirements as integral to end-to-end solutions rather than as ancillary post- processes. Gilbane Group, Multilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains

Cost of ancillary post-processes Time to market delays Inefficiencies due to redundant translations Content that should be reusable but isnt High customer support costs due to mediocre quality of translated product content Time and money to retrofit translated content to meet regulatory requirements Maxed out language capability, constrained by non-scalable globalization infrastructures Inconsistent and out-of-synch multichannel communications Mysterious localization and translation costs Language afterthought syndrome A pattern of treating language requirements as secondary considerations within content strategies and solutions.

Five key investments for 2010 1. Improve quality at the source 2. Pilot translation approaches 3. Integrate value chain components 4. Institute cross-functional processes 5. Establish metrics Target objective: addressing Language Afterthought Syndrome

Gilbane 2010 Heat Map create localize/ translate enrich managepublishconsume optimize Cross-functional collaboration Metrics Five key investments in content globalization Global Content Value Chain (GCVC)

Integration on the heat map? Integration is the key to automation Automation is a first principle of eliminating afterthought syndrome Making language integral to end-to-end-processes comprising the value chain Content management, translation management solutions, authoring environments, multichannel publishing, analytics tied to content consumption Beyond technology integration... Integrate technology and processes across the value chain

Integrate GCVC components Proven benefits derived from standards-driven component- level management of content destined for delivery in multiple languages ... the added savings and higher quality enabled by coupling DITA content management with translation and terminology management tools. Now our component content strategy enables us to efficiently and flexibly create documentation.... Our ability to reuse content reduces time and cost to enter global markets while extending global shelf life. -- from the FICO case study Integrate content through XML-based reuse across the value chain

Integrate GCVC components Multilingual multiplier as a glaring example of afterthought syndrome Based on qualitative evidence from the research and on Gilbanes experience in the market, we see that companies are still struggling with desktop publishing in order to meet requirements for page-formatted product content. The multilingual multiplier is again the culprit. It increases the cost of producing formatted output significantly, remaining a major challenge for many organizations. Gilbane Group, Multilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains Integration of content and language management systems with dynamic publishing engines

Why invest in the effort? Gilbane Group, The FICO Formula for Agile Global Expansion, 2009

Obstacles to sharing Gilbane Group, Multilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains

Organizational value We implemented structured content authoring, automated desktop publishing, and interoperability with our content management system, translation technology, and services. The result was a savings of over $900 per document and reduction of translation time by five days. Gilbane Group, Multilingual Communications as a Business Imperative: Why Organizations Need to Optimize Their Global Content Value Chains

Process issues

Founded in 1990 / Started in 2000 Technology independent Specialist in document-centric business processes Supplier of consultancy, system integration, training and development services Global client-base Mekon (& Noz Urbina) overview

More understanding, Effective solutions In order to provide an effective solution, one must first understand the problem in the full context of the clients business process, problems and future strategy. Our philosophy

Agenda Collision or convergence: Thank you! Traditional process types Target process types Implications

Traditional Process Reuse by duplication Access!

The Problem - Multiplicity Customer- or machine- specific?

Addressing the problem Use componentized content with metadata, update shared components centrally, and distribute automatically Manage version differences by locale or audience Author content without formatting and apply formatting at publish-time Translate only items that have changed, not entire documents or sections Review with sections or items that have changed highlighted as actually needing new attention Finding all changes Copy and pasting updates across all versions Re-Formatting for different output formats (web/print/CD/etc.) Re-Translating because its unclear exactly which items have been updated Repeatedly reviewing the same core content because some parts have changed From pain points to solutions

Optimization: Target Process Plan / Write Check / Manage CCMS in multiple formats out to multiple audiences Other? CustomersServices Applications Use multiple times Delivery Engine SMEs RA/QA Translate TMS and back again! Review more smoothly New!

Implications The business case is a no brainer Closer to sim-ship + 30% content de-duplication + 70% DTP savings internally + 100% DTP savings in localisation + less admin & QA costs Without XML the numbers are different, but still compelling Tech is easy, but process change = cultural change* Information architecture, legacy content strategy, topic-based review, planning writing for reuse, releasing formatting, collaboration Professionally authored content or SME-sourced? Culture change can only happen so fast Context can your process deliver it? Reuse and conditional text (in XML or not) complicates context Reuse needs controlled terminology, language and style Costs can initially go up Discussions with RA/QA, Reviewers PLM integration *Emma Hamer, Hamer and Associates

Integration issues

While the benefits of automation and integration are accepted, many pitfalls remain unknown until you have your first project. Combining both the CMS and the TMS world seems a natural consequence, but the benefit of a CMS feature can be a disadvantage for the TMS based localization process. It is key to understand both the CMS and TMS requirements from a business, process and technology point of view. In the quest of best support for the supply chain and the humans working on it, the authoring, technology and translation stakeholders should talk, ideally before the solution is finally designed.

What is the granularity of content that is productive for both authors and translators? Where best to integrate the review process? How can Auhtoring support translation processes better? What is the granularity of content that is productive for both authors and translators? Where best to integrate the review process? How can Auhtoring support translation processes better? The authoring side is not designed with translation in mind. Reuse benefits are rated higher than the performance and productivity of the complete supply chain The authoring side is not designed with translation in mind. Reuse benefits are rated higher than the performance and productivity of the complete supply chain Projections into the intersection CMS/TMS How do authoring and translation process interrelate? How does a sound end-to-end process look like? How should both content creation and translation processes be organized to be mutually beneficial? How do authoring and translation process interrelate? How does a sound end-to-end process look like? How should both content creation and translation processes be organized to be mutually beneficial? Authoring eats into the translation and therefore the publishing deadlines Updates become a challenge even with or because technology is supporting Publishing mechanisms are often not shared for process participants Authoring eats into the translation and therefore the publishing deadlines Updates become a challenge even with or because technology is supporting Publishing mechanisms are often not shared for process participants Has technology been checked wether it its configured best to a harmonic integration? Is technology applied to a sufficient degree, not to make the feature of the first the nightmare of the second? Has technology been checked wether it its configured best to a harmonic integration? Is technology applied to a sufficient degree, not to make the feature of the first the nightmare of the second? Technical integrity of the files after translation may evolve into showstopper. Insufficient integration creates more work than before, especially with increasing granularity of content. Troubleshooting becomes undoable without technology support Technical integrity of the files after translation may evolve into showstopper. Insufficient integration creates more work than before, especially with increasing granularity of content. Troubleshooting becomes undoable without technology support Business Processes Technology

Intersection lopic list (non exhaustive) Content granularity (high) less context Low productivity Content export for translation Exporting only the delta Metadata: translate = yes/no Export granularity Context export Content locking on checkout Publication mechanisms locked too Authoring impacted Import requirements: technical validation Publishing requirements Context, preview Automation & Integration (types) Cold (import / export file format) Warm (automated FTP, watchfolder, catalog files) Hot (API integration) Pre- and postprocessing Metadata management GUID Routing Translate or not Project status Integration options More CMS, 3rd party systems Terminology Authoring Support

Example: CMS translation report / export Decide what to send See status of translations Tree based selection Automation

Deeper integration CMS queries TMS CMS queries TMS Project types Resources Schedules

Settings Delta Send source Send context Test export Localization friendly formatting

Context On Demand

Conclusions Adoption of an end-to-end view on the supply chain is important get it right from the start or to adress issues. Resources productivity depend on the right technology setup on both sides. Deeper integration between CMS and TMS delivers substantial options for greater productivity, when business, process and technology aspects are taken into cosideration equally. While an agreed granularity level would be ideal for both authors and translators, the reality is different. Extrawork or automation is needed to reconstruct context or processable units with technology on the translation side. The needs of the user, source content design and technology options should be weighed against each other and selected with care.

Benefits to global customers

39 Content Across the Enterprise Fred Hollowood Director R&D Localization World Berlin 2010

Connect Customers to the Enterprise Localization World Berlin 2010 40 Authoring Translating Publishing

Customers Localization World Berlin 2010 41 Global Diverse Busy Connected Educated Sophisticated Multi-cultural Influential Promoters/Neutral/Detractors Net Promoter Score www.theultimatequestion.com

Authoring Influences Proximity Tradition Education Processes Custom and practice Awareness Enterprise feedback mechanisms Technologies Authoring, controlled language, CMS, terminology, publishing systems, PDFs, podcasts, multimedia, posters, events Localization World Berlin 2010 42

Translation Localization World Berlin 2010 43 Influences Globally dispersed Tradition Education Processes Custom and practice Awareness Enterprise query mechanisms Technologies TM, MT, controlled language, GMS/TMS, terminology, publishing systems, PDFs, podcasts, multimedia

Publishing Influences Centralised Global reach Technology Processes Workflow driven Awareness Regional market feedback Technologies Web services, publishing systems, PDFs, podcasts, multimedia, search, Localization World Berlin 2010 44

Information System Localization World Berlin 2010 45 The newest breed of security risks includes adware and spyware, which can take control of computers without user permission or knowledge. Search (Precision; Recall) Topics The newest breed of security risks includes adware and spyware, which can take control of computers without user permission or knowledge. NN Adj VB Readability/Comprehensibility metadata Content models

Example Content model Administrators Guide Localization World Berlin 2010 46 Purpose (Administrators Guide)Deliverable structure (Book) Provides users who are responsible for the network, or specific areas of network security, with enough information to configure the solution, optimize performance, perform key tasks, and maintain the Solution Serves as a companion to an Installation Guide Contains the portion of an Implementation Guide that remains after installation has been moved into a separate guide Title page Copyright, License, Warranty Service and support TOC Key tasks (1-n) Appendixes Index Task topics Concept topics Boiler plate Reference topics

Example Metadata Localization World Berlin 2010 47 PurposeAttribute: Possible values Audience segmentation Segment own products and versions Segment 3 rd party products and versions Intended audience: user / admin / dba Products and versions: vcs_all / sfrac_all / sfm_1.0 3 rd party products: oracle_all / oracle_10g / db2_all

Relationships: Customer and Enterprise Localization World Berlin 2010 48 community Customer Care Development Information Development Customer

Content Development Style and Purpose Localization World Berlin 2010 49 Information Development Content Pre-determined, highly structured, searchable Describes general cases, reflects product design Stored in deliverables (books/help) and databases Customer Care Content Reactive, searchable Case specific Stored in Databases Community Generated Content Reactive, unstructured Case specific Perishable

Translation Technology Localization World Berlin 2010 50 Traditional Translation Variable cost Quality tried and tested Supported with TM technology Machine Translation Fast, cost-effective Domain specific Requires post-editing for high brand material Community Collaboration (Translation) Product power-user driven, lightly tooled, individual Not usually a trained translator Target specific

Localisation Opportunity by Content type Localization World Berlin 2010 Information Development Content Customer Care Content Community Generated Content Community Translation Machine Translation Traditional Translation 51

Put How to topics on the web Localization World Berlin 2010 52 Over 10 Million web hits

Connect Customers with Global Content Localization World Berlin 2010 53 Inform Assist Cultivat e

Getting started and advice

Collaboration: Institute cross-functional processes Functions: techdoc, training, product development, customer support, product marketing Eliminate individual afterthought processes that are inconsistent and hard to scale Pushes processes up and across the organization, closer to alignment with business goals and objectives Leverage capabilities, assets, and subject matter expertise stronger ROI story Benefits also derive from collaboration and asset sharing Between headquarters and regions With service providers With partners like digital agencies Move content-centric processes outside a single silo through asset sharing and collaboration

Barriers to Cross-Functional Processes Gilbane Group, Multilingual Communications as a Business Imperative

Thanks and contact us Fred Hollowood [email protected] Sukumar Munshi [email protected] Noz Urbina [email protected] Mary Laplante [email protected]

Documents

Collision or Convergence? Managing the Intersection of Content and Translation Management Systems 8 June 2010