Gabriela Contreras, Continental AirlinesYvan Hennecart, SDL

Overcoming Global Brand Challenges While Keeping Consistency in a Multi-Consumer Base

Continental.com

Continental.com is working to become a global resource for worldwide customers by supporting travel booking in languages and localized content in all POS where Continental Airlines operates flights

continental.com• IP (Internet Protocol) Recognition

Date and time format Language based on POS Local content

• Language Box: POS - Country by Language

• Target offers and promotions

• Offer applicable products and services by POS

Cultural Relevant Content• We need to protect Continental’s image and revenue stream and allow customers to

enjoy the positive traits of the product

• Build customer loyalty and trust

• Geo-cultural relevance through products and services

• Protect us against potential legal/privacy issues

• Potentially sensitive content

Translation Process

Job creation

Pre-process

Machine Translation

Update TMJob delivery

Source Content Apply TM

Calculate Cost

Post - Edit

Local ContentLocal ContentLocalized Content

Steps in blue are automatedSteps in red are supported by technology

Author

Review

Global Branding Tools• SDL WorldServer™ to centralize and automate the localization processes for any

content• SDL iMT• Automatic and manual project creation• Ability to block content from being translated• Integration with CMS• Allows publishing of most updated content into languages• Plan and manage budget

Local Content

SDL Global Infrastructure

Publicly traded company with $325m annual revenuesOver 2300 employees in 60 offices across 35 countriesWorld-leading innovative technology

Award-winning and profitable company, with long-term financial stability 80%+ of the global translation supply chain use SDL software1500+ enterprise customers

Recognized Leader in Global Information Management

Challenges in Managing Global Content

• Create and reuse• React to

changing environment

• Ensure quality at source

• Terminology

Create Content

GlobalCustomer

• Languages• Vendors• Distribution• Consistency• Terminology• Reuse• Review

Translate Content

• On time• In local language• Drives revenue• Improves

customer satisfaction

Deliver Content

• Control• Version• Secure• Reuse• Personalize• Central control,

local flexibility

Manage Content

SDL Mission

SDL helps companies engage with their customers From brand awareness, to sales and after-sales support Across languages, cultures and channels

We do this by providing technology and services for managing content and language

That offer best-of-breed capabilities And are flexible, scalable and integrated with your enterprise systems

strategy ties together the people, the processes and the technologies required to systematically deliver high-quality localized content in an efficient manner

11

Traditional translation breakdown

Current methodology for translation leaves a majority of the content unavailable to customers.

Translated Content

Un-translated Content

Quality&

Cost

Low

Keyinformation

Mid value information

Perceived low value content and low volume languages

Volume

12

New traditional translation breakdown

Human Translati

on

Post edited MT

Quality&

Cost

Low

Keyinformation

Mid value information

Perceived low value content and low volume languages

Volume

Intelligent Machine Translation

MT EnginePlug in

SDL Intelligent Machine Translation

Term Extraction Translation

Dictionary Encoding

Automated Translation

Post Editing

Quality Check

Source TranslatedContent

SDL PhraseFinder

SDL DictionaryManager

Technology is at the root of timely and accurate message delivery Are authors writing content suitable for localization and iMT? Is automation maximized at each step of the process? Does technology support your requirements and language set?

Define standards for language assets and centralize them Translation memories Terminology Style guides These are not static – they must be managed!

Define quality assurance processes and standards In-country review Post-production QA Post mortems Key performance indicators

Best Practices

People

TechnologyProcesses

Automate Intelligent application of technology can have

a significant impact Streamline communication and notification

between stakeholders Automate the supply-chain

ERP / order processing integrationTranslation management Integrate with content managementXML, DITA etc.

EliminateEliminate unnecessary stepsIdentify & resolve missed steps

(testing and QA)

ConsolidateConsolidate vendor strategyOut-source where it makes sense

Increase ROI with Process ImprovementManage costs downward through process improvement

Centralized Linguistic Assets(TMs, Terminology)

Functionaltesting

Loc-eng& DTP

Logistics & Planning

Quote(Approval)

WorkDistribution

Linguistic Coordination

Translation

Initial Review

LocalizationEngineering

& DTP

Delivery and notification

Invoicing

Linguistic assets

Workflow and resource management

TM & TermbaseUpdates

Linguistic Assetanalysis

Client Review

Linguistic analysis

Back and forth

LinguisticTesting

Terminology Management

Enhance customer experience Stimulate loyalty across markets by communicating the relevant information in the

language of your customer Respond to individual preferences in local language Retain your customers and maintain market share

Ensure consistent branding Maintain a consistent brand while respecting cultural nuance Deliver a seamless global experience across all communications Drive higher revenues through consistent branding

Control costs and accelerate time-to-market Gain competitive advantage through rapid and flexible deployment of information across

target markets Increase productivity and control costs Beat your competitors to market and grow market share

Benefits of Global Information Management

Questions