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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%
(c) Common Sense Advisory 2011, Accelerating Localization Maturity
Localization drivers @ Intel
Drivers: Country RevenueProduct Revenue
Localization drivers @ Intel
Drivers:Market Share
User base growth
Localization drivers @ Intel
Drivers:Customer experience
Localization costs
Localization drivers @ Intel
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
(c) Common Sense Advisory 2011, Accelerating Localization Maturity
Evolution of localization: Stage 1 (Reactive)
(c) Common Sense Advisory 2011, Accelerating Localization Maturity
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)
(c) Common Sense Advisory 2011, Accelerating Localization Maturity
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)
(c) Common Sense Advisory 2011, Accelerating Localization Maturity
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)
(c) Common Sense Advisory 2011, Accelerating Localization Maturity
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)
(c) Common Sense Advisory 2011, Accelerating Localization Maturity
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
(c) Common Sense Advisory 2011, Accelerating 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
(c) Common Sense Advisory 2011, Accelerating 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
SDL - Enabling localization maturity
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
SDL - Enabling localization maturity
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?