Driving Translation Management into the Next DecadeWebinar Series Part 1:

Driving Translation Management into the Next DecadeWebinar Series Part 1:

The Need for Translation ManagementThe Need for Translation Management

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@sdltechnologies sdlplc

Driving Translation Management into the Next DecadeWebinar Series Part 1:

Driving Translation Management into the Next DecadeWebinar Series Part 1:

The Need for Translation ManagementThe Need for Translation Management

Jeremy HarphamProduct Marketing Manager

Copyright © 2008-2011 SDL plc. All rights reserved.@SDL_Jeremy

Webinar Overview

How language is key to global business Global customer engagementTranslation challenges todayThe business impact of successful translation management

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Language and Global Business

90% of HP’s customers buy based on content 90% of HP’s customers buy based on content 85% of p h e e 85% of p h e e buy based on content, not on touching the product*

buy based on content, not on touching the product*

85% of purchasers are NOT comfortable buying online in non-native language**

85% of purchasers are NOT comfortable buying online in non-native language**

“ The ability for our customers to learn about ti b k ti i th i tig gg gproperties or book a reservation in their native

language is an absolute necessity for our continued global expansion and growth.”

69% f HP’ 69% f HP’ Buyers are 3x more Buyers are 3x more David Kong, President and CEOBest Western International69% of HP’s revenues

are generated from outside of the US*Up from 55% in 1999

69% of HP’s revenues are generated from outside of the US*Up from 55% in 1999

Buyers are 3x more likely to buy from a known brand but 40% will buy a localized product**

Buyers are 3x more likely to buy from a known brand but 40% will buy a localized product**

Best Western International

4* Gilbane Globalization blog – Mary LaPlante, 2008**(c) Common Sense Advisory 2008, Proof Localization Matters - Organizations with more than 250 employees.

pp product**product**

The Impact of Language on Business

Brazil France

Your market reach is limited if you do not speak local language

Market reach non-native language

Market reach non-native languageg g

Missed opportunity

g gMissed opportunity

Japan

M k t

Russia

M k tMarket reach non-native languageMissed

Market reach non-native languageMissed

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opportunity opportunity

The Engagement Challenge

Your Customer’s JourneyResearch & Development

Create and develop the best product i th k t

Operations

Ensure the product can be produced optimally and shipped to the market

Marketing & Sales

Promote and sell the product

Service & Support

Ensure the best after-sales experience and customer satisfactionProspect Requirement Prospect Requirement

You need a solutionYou need a solution

Prospect Requirement

You need a solution

Market AssessmentMarket Assessment

You expect to find relevant information quicklyYou expect to find relevant information quickly

Market Assessment

You expect to find relevant information quickly

In-depth ResearchIn-depth Research

You go to a website and want a consistent experience but with local relevancyYou go to a website and want a consistent experience but with local relevancy

In-depth Research

You go to a website and want a consistent experience but with local relevancy

Product AcquaintanceProduct Acquaintance

You need to know how to use the product or serviceYou need to know how to use the product or service

Product Acquaintance

You need to know how to use the product or service

Customer SupportCustomer Support

The less you understand, the more you need supportThe less you understand, the more you need support

Customer Support

The less you understand, the more you need support

in the marketand shipped to the marketpand customer satisfaction

User Interfaces DocumentationPackaging

Product InformationBrochures

Websites FAQs

Online Documentation

TelevisionTelevisionTelevisionFacebookFacebookFacebook TwitterTwitterTwitter YouTubeYouTubeYouTube SearchSearchSearchSmart

PhonesSmart

PhonesSmart

PhonesiPadsiPadsiPads

SpecificationsDistribution

Targeted CampaignsCall Center

6Your Organization

The Engagement Challenge

Your Customer’s Journey

Prospect Requirement Market Assessment In-depth Research Product Acquaintance Customer Support

Service & SupportMarketing & SalesOperationsResearch & Development

7Your Organization

Global Information Management

Your Customer’s Journey

Prospect Requirement Market Assessment In-depth Research Product Acquaintance Customer Support

Service & SupportMarketing & SalesOperationsResearch & Development

8Your Organization

The Stage

Content is changing fast

and growing exponentially

Content is everythingy g

Content needs to be localized to

compete in all markets and

9

p

engage with customers

Translation Challenges Today

The Problem

• Translation is a complex, inefficient manual process

• Translation volumes are increasing• No overall pictureNo overall picture• Moving from project-based to

continuous streams of translation

• High translation costs

Business Issues

High translation costs• Project delays are common• Processes are not scalable• Brand inconsistency is inevitable

P lit

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• Poor quality

“To reach broader audiences, global , gmarketers

must make localization a priority.” Jennifer Bellisent“Do B2B Tech Marketers Localize as they Globalize?”

“Progress towards overcoming language afterthoughtProgress towards overcoming language afterthought syndrome. We see slow but steady adoption of content

globalization strategies…that position language requirements as integral to end-to-end solutions…”q g

Mary LaPlanteMultilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains

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Traditional global processes:Excessive communication, inconsistencies & cost

Over 9,000 Translation happens twice for the same

Regional k ti t

Different people are chasing the

6 months

Product Catalogue Content Process

3 months

communicationsrequired to source content for catalogue

twice for the same content

marketing act as a ‘post-box’ and are a bottle-neck

gsame content

Collate

BCUBruges

• MainstreamHi d

Sign-offLocalise &translate NSO’s

x17

Trade

Consumer

NSO’s

x17

5 th

Regional Marketing

x17

x17x17x17

BCUSingapore

BCU

• Hi-end• DTV + FTV

Create

Media Ware

5 months

Web Content Process for Catalogue

4 months

Spain

x17

x17Content takes 4 months to reach the web

BCUEindhoven

Commission

Translate Localise

Sign-offContent

DB

Collate

Sweden

Only 18% of

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AKBS

MDBP3C

4 months = new AKBS 2 months = update AKBS

AKBS

yTV product leaflets get to P3C

Source: Philips presentation at SDL GIM conference, UK, November 2006

The Volumes Involved

ORIGINAL V. 1 V. 2 V. 3 V. 4

Shared

SharedContent

SharedContent

SharedContent

Content

1,000Words

3500

4000 Total Words1800020000 Total Words

TranslatedEnglish Web

HA

NN

ELS

60000 Total WordsTranslated

2000

2500

3000

10000120001400016000

French

German PrintMU

LTIP

LE C

H

30000

40000

50000 MultiChannel

500

1000

1500

2000400060008000

10000German

Dutch

Print

MP

LEX

ITY

OU

GH

OU

T M

10000

20000

30000

13

0By March By June By September By December0

2000

By March By June By September By December

Japanese Online

CO

MTH

RO

0By March By June By September By December

Content Proliferation

Images Images VideoVideo DocumentationDocumentation

According to The Aberdeen Group

• Companies replace 39% of their product portfolio every

Support ArticlesSupport ArticlesUser InterfacesUser Interfaces

5 years • Portfolio of products is growing at 14% per year• Products are going to market faster (compressed

documentation cycles by 32%)

WebsitesWebsites

documentation cycles, by 32%)• 6% Reduction in Tech Pub Dept Headcount

From Benchmarking Content Reuse in

Service ManualsService Manuals BrochuresBrochuresFrom Benchmarking Content Reuse in Technical Communication, 2010

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How Did We End Up Here?

FrenchG

TM

Agency

FrenchG

TM

Agency

JapaneseChi

TM

Agency

Czechi

TM

Agency

Spanish LA

TM

Agency

GermanPortugueseSpanish

GermanItalianSpanish

ChineseKorean

HungarianRussian

Spanish LABrazilianPortuguese

R&DR&D

Head Office

TM

Agency

TM

Agency

User ManualsUser InterfacePackaging

ContentStore

User ManualsUser InterfacePackaging

ContentStore

German

German Office French Office

French

ContentStore

Service &

SupportContent

Store

Sales & Marketing

Websites

ContentStore

Sales & Marketing

Websites

ContentStore

Sales & Marketing

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Knowledge BasesFAQ’sService Bulletins

StoreSupportWebsitesProduct CollateralPromotions

StoreWebsitesProduct CollateralPromotions

WebsitesProduct CollateralPromotions

Translation Silos

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Centralized Translation Assets

MultilingualAssets

MultilingualAssets

MultilingualAssets

MultilingualAssets

17

Centralized Virtual Language Repository

The Need for Translation Management

No complete picture

Localization Teams need automation

Consistency

Intelligently re-use existing translations

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Translation Management

C t li &• Centralize assets

St d diCentralize &Standardize

• Standardize process• Drive up reuse• Reduce manual tasks

• Repeatable and reliable processesp

Automate

Collaborate

• The supply chain• Business systems

19Translation Management Systems

Business Priorities

Drive customer loyaltyGrow revenue & control costs

C LEVELC LEVELGrow revenue & control costsIncrease efficiency & visibility

Exceed customers’ expectationsImprove efficiency

BUSINESSBUSINESSOWNEROWNERp y

Achieve revenue goals & reduce costs OWNEROWNER

Improve quality Reduce costs

LOCALIZATIONLOCALIZATION

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Increase productivity & timeliness

Localization as a Revenue Driver

Faster time-to-market

Increasing market reach

Underpinning growth

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Philips

Time‐to‐market for global launches from 4 Time‐to‐market for global launches from 4Time to market for global launches from 4 months to just weeks30% reduction in global content costs35 languages and multiple content typesReduced management overhead by 85%I d h i l i d

Time to market for global launches from 4 months to just weeks30% reduction in global content costs35 languages and multiple content typesReduced management overhead by 85%I d h i l i d

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Integrated authoring, translation and content publishing systemsIntegrated authoring, translation and content publishing systems

Research In Motion

43 languages, 120 countries, 300 carrier variationsReduced localization costs by over 60%

43 languages, 120 countries, 300 carrier variationsReduced localization costs by over 60%

Eliminated DTP costs Reduced engineering costs

Decreased turnaround time by 50%Manage content at topic level Translate base set of content in advance

Eliminated DTP costs Reduced engineering costs

Decreased turnaround time by 50%Manage content at topic level Translate base set of content in advance

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Translate base set of content in advance Keeping pace with accelerated project schedules Localization continuous part of process

Translate base set of content in advance Keeping pace with accelerated project schedules Localization continuous part of process

The Resource Center

www.sdl.com/enterprise-resources

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CxO Whitepaper

CxO Strategy - The Next Big Win: Localization

See how other global organizations like HP Philips and Avaya have achieved theHP, Philips and Avaya have achieved the following results: Reducing costs by 50% Increasing efficiencies by 30+% Increasing efficiencies by 30+% Accelerating time-to-market by up to

50%

Download: www.sdl.com/cxo-strategy

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Upcoming Webinars & Events

Events:Webinar Series:www.sdl.com/worldserver-series www.sdl.com/technology-events/

• April 19: Global Content Roundtable, Chicago

The Benefits of Translation ManagementPart 2 – Wednesday April 13

The Benefits of Translation ManagementPart 2 – Wednesday April 13 • Speakers from: Texas

Instruments, HACH• April 20: Trados User Forum,

Chi

Part 2 – Wednesday, April 13 Part 2 – Wednesday, April 13

Introducing the New SDL WorldServer 2011Introducing the New SDL WorldServer 2011 Chicago

• Speakers from: Demand Solutions

J 19 A l D

Part 3 – Tuesday, April 19Part 3 – Tuesday, April 19

A Guided Walkthrough of SDL A Guided Walkthrough of SDL • June 19: Annual Drug

Information Association Meeting, Chicago

gWorldServer 2011Part 4 – Tuesday, April 26

gWorldServer 2011Part 4 – Tuesday, April 26

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• Stop by our booth # 549

Please use the Q&A panel on your screen to ask a question.screen to ask a question.

@sdltechnologies sdlplc

www.sdl.com

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