Enterprise Localization Trends

Webinar05.05.2015

Webinar StructureIntroductionDavid Canek, CEO at Memsource

Key features of localization technology in 2015Loic Dufresne de Virel,Localization Strategist at Intel Corporation

Staffing in 2015Mika Pehkonen,Documentation and Localization Manager at F-Secure Corporation

Translation quality in 2015Patrick McLoughlin,Senior Localization Program Manager at Eventbrite

Questions and AnswersMirko Plitt, ModeratorCEO at Modulo Language Automation

3 m

12 m

12 m

12 m

10-15 m

KEY FEATURES OF LOCALIZATION TECHNOLOGY IN 2015

Loic Dufresne de VirelLocalization Strategist at Intel Corporation

Our vision is simple and direct: If it computes, it does it best with Intel.

This you might not know…

• 25 people dedicated to localization

• We cover: SW, Web, Marketing

Collateral, Training Engineering, Tool

Support, PM roles in-house

40+ languages, 80M to 100M words per year

Adjusting to “S. M. A. C.”

• Social No longer a one-way street Need to understand what users are saying about us

• Mobile Responsive design a must Need to rethink “content” to fit new usage models

• Analytics Data-driven decision making process on “what to translate” (A/B testing)

• Connected Constant updates “Access to the content I care about, when I need/want it”

Closing the Gap: Integration & Automation

• Enables continuous localization No need to batch 50,000 words in a localization

drop Pull and Push models Low touch localization

• Eliminates duplication of efforts Can reallocate $$$ saved elsewhere

• MT plays a major role Reverse MT in particular, coupled with Big Data

analytics

The Ultimate Goal

• Bring access to computing through speech interaction

Must for Internet of Things and “Wearables”

Would be a great way to redefine literacy and bridge the digital divide

STAFFING IN 2015

Mika PehkonenDocumentation and Localization Manager at F-Secure Corporation

F-Secure Localization

Team:• 3 Project Managers• 1 process engineer• 1 shared test engineer

Environment:• 35 languages• Over 50 regularly updating R&D localization projects world-wide• Agile/lean start-up methodologies (release cycle still on average 2 weeks)• Centralized service/Budget ownership

Differentiators:• In addition to owning the localized resources of R&D, we do our own translation kit

building, automated and human QA, bug fixing and TM management.• Over 50% of our translation are done through a weekly allocation/cycle by buying

time, not words, from translators/vendors.

Challenge #1: Translation kits 2011-2014

Non-R&D

Regular R&D

Weekly

All R&D

Grand total

0 2000 4000 6000 8000 10000 12000 14000 16000 18000

240

1,324

6,371

7,695

7,935

598

935

9,465

10,400

10,998

724

1,036

13,550

14,586

15,310

1,162

703

14,554

15,257

16,419

2014201320122011

Challenge #2: Localization throughput 2011-2014R&D Projects - Words

New words

Fuzzy matches

100% matches

0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000

2,510,933

356,663

11,353,076

1,889,411

447,781

17,153,795

2,175,786

565,721

19,534,798

1,785,480

632,730

20,616,298

2014201320122011

So how do we do quality-wise? Bug severity and counts per year – Reported by R&D Testing and customers

2010 2011 2012 20130

50

100

150

200

250

300

350

Show stopper Urgent High Medium Low Enhancement

Staffing in 2015

• The smaller the team gets, the more the focus should shift from performing tasks -> problem solving -> defining the problem.

• Think of your team as a start-up (or better yet a Motorcycle Club) - Clear hierarchy, clear roles, simple rules.

• Focus on getting team oriented people who love to teach and are highly coachable.

• A variety in backgrounds brings perspectives to problem solving and definition.

• Build everything around freeing up everybody’s time for innovation and creating tools.

• Involve and develop your extended team by giving ownership (Vendor and translators).

Example: Engaging the extended team

TRANSLATION QUALITY IN 2015

Patrick McLoughlinSenior Localization Program Manager at Eventbrite

Eventbrite Localization at a glanceTeam• 1 Program Manager

Environment• 24 locales• 4 types of content:

– Web– Mobile– Help Center– Marketing material

• Centralized service/Budget ownership

Vendors/technology/QA• 2 LSPs do 90% of content translation• Cloud-based TMS (Transifex)• Functional QA mostly automated• Linguistic Review almost entirely internal (small Localization budget)

Traditional Linguistic QA model

- Very time-consuming- Big QA budget does not ensure higher quality- Outsourcing of quality decisions and judgements to 3rd parties

- Downstreaming, late in the game- “He said” vs. “She said”- Little or no input from internal stakeholders or customers- Translators might be SMEs, but rarely power users- Too much emphasis on standard phrasing/grammar rather than

message- Only scalable in waterfall (barely)

How do you stretch a limited localization budget to ensure quality?

- Invest in quality early, woven into process- We saw that 50% of corrections made during LQA not strictly

linguistic. Could have been detected by other means:- More context (screenshots, in-context translation, developer

notes, instructions, product training)- Pseudo-Localization- Better education

You shouldn’t be spending money on LQA to make up for flaws in your process

Be selectiveNot all content created equal– Invest more time and money in fine-tuning your most impactful content

Not all markets are created equal‒ Market size/importance‒ Local attitudes towards quality vary (Germany or Japan vs Spanish for the

US)

Educate for successOur translators:‒ Selected by our internal reviewers (SMEs on brand, voice, customers)‒ Thoroughly trained on product, terminology, style and voice‒ Ongoing feedback loop translators reviewers‒ Translators become SMEs, improve over time‒ Track improvements (A/B testing).

Content creators/engineers:‒ Copywriters trained on writing for translation‒ All new engineers trained on I18n with particular focus on creating localizable strings

(avoiding concatenations, etc.)

Listen to customers‒ Gather feedback on terminology and style‒ Ultimately the quality is for them

Conclusions‒ Limited time and budget means quality is programmed into Localization

process

‒ Being agile means being agile on quality – standards and definitions change over time

‒ Listening to stakeholders and customers will get you much further than a battle between LSPs

QUESTIONS AND ANSWERS

Mirko PlittModulo Language Automation

Thank You!• Recording of the webinar will be available on Youtube in 2-3 days.• We will publish a text transcript with main takeaways on the blog.• Please take a short survey after the webinar.

info@memsource.com