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Localization World Silicon Valley11 October 2011Why Localization Standards Matter, Even if You Think They Dont

Imagine a world without standards

2Session Agenda

Experts4Session goalsEntice Interest in understandingEducate Awareness of issues and possibilitiesEncourage Insight into local applicabilityEngage Impact on global business performanceWe will not . . . Pass judgment on what standards are good or bad.We suggest a free market approach. Preach about which standards are most important.Pain points vary widely.Argue about approachesPanelists are happy to pick up discussions for those who are interested.Attempt to sort out overlapping initiatives.See free market approach above.

Business ImpactWhy organizations careBusiness maladies SymptomCauseInefficient processesToo much manual work, too many hand-offs in the workflow, lack of cross-functional collaborationHigh costsToo much manual work, redundancy of effort, no term managementCant adopt latest and greatest technologyBurdensome migration costsFailure to capitalize on new regional opportunitiesInability to scale, lack of automation and integration8Language afterthought syndromeTime to market delaysInefficiencies due to redundant translationsContent that should be reusable but isntHigh customer support costs due to mediocre quality of translated contentTime and money to retrofit translated content to meet regulatory requirementsTime and money to deliver content for incompatible consumer devicesMaxed out language capability, constrained by non-scalable globalization infrastructuresInconsistent and out-of-synch multichannel communicationsMysterious localization and translation costs

Outsells Gilbane ServicesMultilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains, Gilbane Group, 2009 Progress towards overcoming the 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.

9Standards as a pain reliever10Obstacles to improving content globalization practicesMultilingual Marketing Content: Growing International Business with Global Content Value Chains,February 2011, Outsells Gilbane Services

#2: Articulate the pain point in a focused way

We asked respondents to identify the obstacles that prevent better content globalization practices. Whats preventing better operations?Collaboration remains an issue due to expansion of internal and external worldwide corporate resources plus the drive toward a multinational customer base. Its essentially a scale problem. Pushes the boundaries of collaboration strategies the same way that content volume pushes the boundaries of enterprise content management strategies: companies need to be able to scale for volume of collaboration as well as volume of content.

Move content-centric processes outside a single silo through asset sharing and collaborationExamples: techdoc and training, product development and techdoc, customer support and product marketingBenefits also derive from collaboration and asset sharing between headquarters and regions

10Standards as a pain reliever11Obstacles to improving content globalization practicesMultilingual Marketing Content: Growing International Business with Global Content Value Chains,February 2011, Outsells Gilbane Services

#2: Articulate the pain point in a focused way

We asked respondents to identify the obstacles that prevent better content globalization practices. Whats preventing better operations?Collaboration remains an issue due to expansion of internal and external worldwide corporate resources plus the drive toward a multinational customer base. Its essentially a scale problem. Pushes the boundaries of collaboration strategies the same way that content volume pushes the boundaries of enterprise content management strategies: companies need to be able to scale for volume of collaboration as well as volume of content.

Move content-centric processes outside a single silo through asset sharing and collaborationExamples: techdoc and training, product development and techdoc, customer support and product marketingBenefits also derive from collaboration and asset sharing between headquarters and regions

11CreateLocalize and TranslateManageand StorePublishand DeliverConsume and ContributeEnrich with MetadataOptimizeCollaborateMeasure and ImproveCoreContentFunctions Competencies

Content-Driven Business ValueGlobal Content Value ChainImpactCustomer satisfactionRevenuegrowthMarket expansionBrand consistencyProfit increasesRisk managementAudience engagementStrategy Practices Infrastructure (People, Process, Technology) Multilingual Marketing Content: Growing International Business with Global Content Value Chains,February 2011, Outsells Gilbane Services

One standard, multiple impactsA new localization/translation strategy could leverage the principles behind product and content componentization and deliver its own innovation in parallel. Just as [management] knew that component content management (CCM) would be key to handling the level of reuse complexity within the planned DITA library, [the localization manager] knew it could also help alleviate the pain of the multilingual multiplier the phenomenon of financial impact due solely to the cost of delivering content in another language. Some source topics would need to be translated to all languages, some to just a portion; in all, each topic could be translated into two to 20 languages. Without an integrated approach to translation management within the proposed CCM, the environment would simply not scale for global growth.

-- The FICO Formula for Agile Global Expansion, Gilbane Group, 2009

A new localization/translation strategy could leverage the principles behind product and content componentization and deliver its own innovation in parallel. Just as Rotkel and Goering knew that CCM would be key to handling the level of reuse complexity within the planned DITA library, Taylor knew it could also help alleviate the pain of the multilingual multiplier the phenomenon of financial impact due solely to the cost of delivering content in another language. Some source topics would need to be translated to all languages, some to just a portion; in all, each topic could be translated into two to 20 languages. Without an integrated approach to translation management within the proposed CCM, the environment would simply not scale for global growth.

13Standards PlayersWho cares

Participants (partial)SiemensIBMTektronixCiscoAlcatel-LucentDellMicrosoftAdobeHPIntel NokiaFuji/XeroxOracleNikonSONYYahooRockwell AutomationTrend Micro

Standards ScopeWhat they care aboutQuestions for the panel?Open standard, what does that mean?OpenOpen-open has full open source reference implementationMay still produce world class standards but in fact Proprietary

IP Policy 1Patrick says:

IP Policy 2David says:

IP Policy 3Even if Patrick is right