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SDL Proprietary and ConfidentialSDL Proprietary and Confidential
THE IMPORTANCE OF
TERMINOLOGY
SDL Trados Studio Roadshow 2013
©DianaBrändle2011
• The importance of terminology
• Motivation to implement it
• How to proceed
• Results and benefits
Contents
The Importance of Terminology - Terminology Flood
Compare: The flood of terminology in our future („Vor uns die Terminologieflut“ ) by Ch. Galinski and D. Reineke, eDITion 2/2011
• 5% to 15% per year
Growth of
technical
knowledge
• Ø several thousand
to some ten
thousands of
concepts
One smaller
subject area
• 500,000 termsMedical
terminology
• 60,000,000
registered
substances
Chemical
Abstracts
Service
German
Duden:
500,000 words
Oxford English
Dictionary:
600,000 words
• Project teams with
experts from various
scientific fields
• Glossaries no longer
sufficient:
metadata required
The Importance of Terminology
Example: From customer’s point of view
Terminology – Which is the Correct Term?
?
 hotkey
 hot key
 shortcut
 shortcut key
 access key
 accelerator key
 keyboard accelerator
 keyboard shortcut
1. Development : hotkey
2. Technical Writing: keyboard accelerator
3. Purchasing: access key
4. Developer database: CODE (e.g. X324)
5. Support: shortcut
6. Marketing & Sales: keyboard shortcut
hotkey
access key
...
• Example: From a company’s point of view
Terminology – Which is the Correct Term?
• Example: From an LSP’s point of view
Terminology – Which is the Correct Term?
Customer A:
 hotkey
 hot key
 shortcut
 shortcut key
 access key
 accelerator key
 keyboard
accelerator
 keyboard shortcut
Customer B:
 action key
 key abbreviation
Customer C:
 key combination
TERM
shortcut
• Example: From a company’s point of view
One Term – Different Meanings Depending on Company
Customer: Microsoft
Product: Windows, Word, Powerpoint, Excel
Definition: finite set of one or more keys that invoke a software or
operating system operation when triggered by the user
CONCEPT 1
Customer: Samsung
Product: Galaxy 3S
Definition: four icons at the bottom of the screen: Phone, Contacts,
Messaging, Apps
CONCEPT 2
• Various synonyms and variants
• For one concept
• In one language
Summary
Intentionally / Unintentionally?
 Competitors
 Product
 Department
 Medium
 Locale
SYNONYMS
 hotkey
 hot key
 shortcut
 shortcut key
 access key
 accelerator key
 keyboard accelerator
 keyboard shortcut
 action key
 key abbreviation
 key combination
 …
Corporate
Comm.
Finance
Legal
Department
Marketing
Human
Resources
...
Production
Management
IT
COMPANY /
ORGANISATION
External
LSP(s)
Customer
Service
R&D
TO BE
TRANSLATED
In-house
Language
Service
© Diana Brändle 2011
TRANSLATED
Terminological Problems
• All types of content
• All types of subject fields
• Various sources
• Different formats
• In different languages
• For different purposes
and markets
Translation Memory System and Terminology
• Delays
• Misunderstandings
• User / Application /
Installation / Service errors
• Unhappy customers / Frustration
• More customer support calls
• Frustration
• Content multiplication
• Legal issues
 Reputation and trust
time and money
Consequences of Unmanaged Terminology
1. Type of company or organisation
–One home market  One language
 One legal system
–Global player  Several languages
 Several legal systems
International standards
Motivation to Implement Terminology Management
2. Type of products / services
e.g.
– Trekking shoes
– Bottling and packaging lines
– Banknote printing
machines
– Medical technology
– Localisation / Translation
Motivation to Implement Terminology Management
 Compliance with legal requirements,
customs legislation, international
standards
 Quality
 Clarity
 Consistency
in source or/and target language(s)
3. Department and Role
– Translation department  Clarity, definitions, illustrations, translatability,
retrievability, simultaneous access
– Technical writing  Transparency, disambiguity, definitions,
clarity, spelling, derivability
– Finance  Costs
– Management  Effectiveness
– Quality assurance officer  Quality
– Chief information officer  Retrievability
– Service technician  Clarity
– Controller/ Purchaser  Assessability
– R&D, Engineer  Interfaces
– Subsidiary  Access
– Terminology department  Workflows
– PR  Synonyms, variants, styleguide
– …
Motivation to Implement Terminology Management
• Problems
Customs
transport unit 
transporter unit
Warehousing
anti theft wheel bolt 
locking wheel bolt
Legal issues / standards
danger  warning 
caution  notice
Motivation to Implement Terminology Management
• Consolidated corporate terminology
–Clarity
–Avoidance of redundancies
–Consistency
Objectives
Subject field: IT
Product: MS Word, MS Excel
Company: Microsoft
Text type: Online help, User Guide, Website
Definition: …
ENGLISH:
hotkey noun, deprecated
hot key noun, deprecated
shortcut noun, deprecated
shortcut key noun, deprecated
access key noun, deprecated
accelerator key noun, deprecated
keyboard accelerator noun, deprecated
keyboard shortcut noun, preferred
• Quality assurance in
source language
Objectives
TERMINOLOGY CHECK
anti theft bolt prohibited
locking wheel bolt preferred
• Quality assurance in
target language(s)
Objectives
Term Recognition
German: Radschraube mit
Diebstahlsicherung
preferred
German: Radsicherung
prohibited
INTERNAL
 Purchasing
 Development and construction
 Finance
 Human Resources
 Customer service
 Logistics and warehouse
 Marketing
 Support/Hotline
 Training department
 Legal department
 Technical documentation
department
 Translation
 Sales
 …
Affected Parties
EXTERNAL
• Subsidiaries
• Service providers
• Suppliers
• …
• Involve all parties from the start
• Focus on one specified business
process
• Start with pilot project in a small
circle and
with a small data volume
Present outcome to a larger circle
and then decide how to proceed.
• Type
– Monolingual
– Bilingual
– Multilingual
Approaches
How to Proceed – Best Practice
Preparation
Workshop(s)
Pilot project
Implementation
 Motivation
 Backup and support
 Involvement of relevant parties
 Resources
 Knowledge/skills required
 Objectives
 Target group(s)
 Interfaces (target formats)
 Contents (texts, languages, subject fields, ...)
 Existing processes
How to Proceed – Best Practice
Preparation
Workshop(s)
Pilot project
Implementation
 Vision
 Decisions:
time table, volume, priority, responsibilities,
training requirements, etc.
 Project plan
 Documentation
Preparation
Workshop(s)
Pilot project
Implementation
How to Proceed – Best Practice
 Pilot process
 Documentation
 Feedback, improvements
 Time and effort
 Lessons learnt, results
 Decision on next steps
Preparation
Workshop(s)
Pilot project
Implementation
How to Proceed – Best Practice
 Planning and implementation of
terminology processes
 Introduction of terminology
management
 Publish results
 Continuous improvement
Preparation
Workshop(s)
Pilot project
Implementation
How to Proceed – Best Practice
• Defined concepts with prescribed terms in all languages
• Compliance with standards
• Compliance with legal requirements
• Centrally-managed
• Up-to-date
• Comprehensive
• Used across functions, departments and
products
• Available throughout the enterprise
• Available beyond the enterprise, as necessary
Results
Results
©DianaBrändle2010
©DianaBrändle2012
Terminology in the centre Terminological database as part of
interrelated processes
Results
• ACCESS TO TERMINOLOGY WHILE TRANSLATING WITH TM SYSTEM
• Terminology management
– will reduce the cost of post-sales support
– will improve the branding of your organization
– will optimize the usability of your product
– will facilitate on-time delivery
– will help ensure the compliance of your product
Benefits
Use the corresponding hotkey
Use the corresponding hot key
Use the corresponding shortcut
Use the corresponding shortcut key
Use the corresponding access key
Use the corresponding accelerator key
Use the corresponding keyboard accelerator
Use the corresponding keyboard shortcut
Use the
corresponding
keyboard shortcut
5words
Translation into
10 languages
57 € 7.50 €
Saving potential:
~ 87 %
Benefits38words
Translation cost per word:
0.15 €
• Reduces research effort for finding technical terms
• Speeds up the translation process
• Speeds up the process of reviewing (fewer corrections, clarifications,
shorter QA times)
• Reduces translation costs (re-use of existing text segments using correct
terminology)
• Standardized presentation in terms of use of language and appearance
• Consistent documentation in all languages
Benefits
• Clear sustainable technical communication conforming to rules
• User-friendly documentation for customers
• Potential for competitive advantage thanks to specific, targeted enterprise
language, as distinct from that of the competition, and to assist with
consistent brand positioning
• Promotes brand and corporate identity
• Promotes effective knowledge transfer and the sharing of knowledge
within the business
Benefits
• Shortens the time window for product releases
• Reduces familiarisation period for new employees
• Enhances productivity of employees (short research time for finding
technical terms)
• Clearer information increases customer satisfaction
• Reduced support calls and customer complaints
• Improves legal certainty (e.g. relating to product liability)
Benefits
Terminology management
• Transdisciplinary and cross-departmental task
• Important
– Grow
– Systemize
– Share
– Retrieve
Corporate knowledge
in one or more languages
Conclusion
Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,
service marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be
copied, used or distributed except as authorised by SDL.

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The importance of terminology

  • 1. SDL Proprietary and ConfidentialSDL Proprietary and Confidential THE IMPORTANCE OF TERMINOLOGY SDL Trados Studio Roadshow 2013 ©DianaBrändle2011
  • 2. • The importance of terminology • Motivation to implement it • How to proceed • Results and benefits Contents
  • 3. The Importance of Terminology - Terminology Flood Compare: The flood of terminology in our future („Vor uns die Terminologieflut“ ) by Ch. Galinski and D. Reineke, eDITion 2/2011 • 5% to 15% per year Growth of technical knowledge • Ø several thousand to some ten thousands of concepts One smaller subject area • 500,000 termsMedical terminology • 60,000,000 registered substances Chemical Abstracts Service German Duden: 500,000 words Oxford English Dictionary: 600,000 words
  • 4. • Project teams with experts from various scientific fields • Glossaries no longer sufficient: metadata required The Importance of Terminology
  • 5. Example: From customer’s point of view Terminology – Which is the Correct Term? ?  hotkey  hot key  shortcut  shortcut key  access key  accelerator key  keyboard accelerator  keyboard shortcut
  • 6. 1. Development : hotkey 2. Technical Writing: keyboard accelerator 3. Purchasing: access key 4. Developer database: CODE (e.g. X324) 5. Support: shortcut 6. Marketing & Sales: keyboard shortcut hotkey access key ... • Example: From a company’s point of view Terminology – Which is the Correct Term?
  • 7. • Example: From an LSP’s point of view Terminology – Which is the Correct Term? Customer A:  hotkey  hot key  shortcut  shortcut key  access key  accelerator key  keyboard accelerator  keyboard shortcut Customer B:  action key  key abbreviation Customer C:  key combination
  • 8. TERM shortcut • Example: From a company’s point of view One Term – Different Meanings Depending on Company Customer: Microsoft Product: Windows, Word, Powerpoint, Excel Definition: finite set of one or more keys that invoke a software or operating system operation when triggered by the user CONCEPT 1 Customer: Samsung Product: Galaxy 3S Definition: four icons at the bottom of the screen: Phone, Contacts, Messaging, Apps CONCEPT 2
  • 9. • Various synonyms and variants • For one concept • In one language Summary Intentionally / Unintentionally?  Competitors  Product  Department  Medium  Locale SYNONYMS  hotkey  hot key  shortcut  shortcut key  access key  accelerator key  keyboard accelerator  keyboard shortcut  action key  key abbreviation  key combination  …
  • 10. Corporate Comm. Finance Legal Department Marketing Human Resources ... Production Management IT COMPANY / ORGANISATION External LSP(s) Customer Service R&D TO BE TRANSLATED In-house Language Service © Diana Brändle 2011 TRANSLATED Terminological Problems • All types of content • All types of subject fields • Various sources • Different formats • In different languages • For different purposes and markets
  • 11. Translation Memory System and Terminology
  • 12. • Delays • Misunderstandings • User / Application / Installation / Service errors • Unhappy customers / Frustration • More customer support calls • Frustration • Content multiplication • Legal issues  Reputation and trust time and money Consequences of Unmanaged Terminology
  • 13. 1. Type of company or organisation –One home market  One language  One legal system –Global player  Several languages  Several legal systems International standards Motivation to Implement Terminology Management
  • 14. 2. Type of products / services e.g. – Trekking shoes – Bottling and packaging lines – Banknote printing machines – Medical technology – Localisation / Translation Motivation to Implement Terminology Management  Compliance with legal requirements, customs legislation, international standards  Quality  Clarity  Consistency in source or/and target language(s)
  • 15. 3. Department and Role – Translation department  Clarity, definitions, illustrations, translatability, retrievability, simultaneous access – Technical writing  Transparency, disambiguity, definitions, clarity, spelling, derivability – Finance  Costs – Management  Effectiveness – Quality assurance officer  Quality – Chief information officer  Retrievability – Service technician  Clarity – Controller/ Purchaser  Assessability – R&D, Engineer  Interfaces – Subsidiary  Access – Terminology department  Workflows – PR  Synonyms, variants, styleguide – … Motivation to Implement Terminology Management
  • 16. • Problems Customs transport unit  transporter unit Warehousing anti theft wheel bolt  locking wheel bolt Legal issues / standards danger  warning  caution  notice Motivation to Implement Terminology Management
  • 17. • Consolidated corporate terminology –Clarity –Avoidance of redundancies –Consistency Objectives Subject field: IT Product: MS Word, MS Excel Company: Microsoft Text type: Online help, User Guide, Website Definition: … ENGLISH: hotkey noun, deprecated hot key noun, deprecated shortcut noun, deprecated shortcut key noun, deprecated access key noun, deprecated accelerator key noun, deprecated keyboard accelerator noun, deprecated keyboard shortcut noun, preferred
  • 18. • Quality assurance in source language Objectives TERMINOLOGY CHECK anti theft bolt prohibited locking wheel bolt preferred
  • 19. • Quality assurance in target language(s) Objectives Term Recognition German: Radschraube mit Diebstahlsicherung preferred German: Radsicherung prohibited
  • 20. INTERNAL  Purchasing  Development and construction  Finance  Human Resources  Customer service  Logistics and warehouse  Marketing  Support/Hotline  Training department  Legal department  Technical documentation department  Translation  Sales  … Affected Parties EXTERNAL • Subsidiaries • Service providers • Suppliers • …
  • 21. • Involve all parties from the start • Focus on one specified business process • Start with pilot project in a small circle and with a small data volume Present outcome to a larger circle and then decide how to proceed. • Type – Monolingual – Bilingual – Multilingual Approaches
  • 22. How to Proceed – Best Practice Preparation Workshop(s) Pilot project Implementation
  • 23.  Motivation  Backup and support  Involvement of relevant parties  Resources  Knowledge/skills required  Objectives  Target group(s)  Interfaces (target formats)  Contents (texts, languages, subject fields, ...)  Existing processes How to Proceed – Best Practice Preparation Workshop(s) Pilot project Implementation
  • 24.  Vision  Decisions: time table, volume, priority, responsibilities, training requirements, etc.  Project plan  Documentation Preparation Workshop(s) Pilot project Implementation How to Proceed – Best Practice
  • 25.  Pilot process  Documentation  Feedback, improvements  Time and effort  Lessons learnt, results  Decision on next steps Preparation Workshop(s) Pilot project Implementation How to Proceed – Best Practice
  • 26.  Planning and implementation of terminology processes  Introduction of terminology management  Publish results  Continuous improvement Preparation Workshop(s) Pilot project Implementation How to Proceed – Best Practice
  • 27. • Defined concepts with prescribed terms in all languages • Compliance with standards • Compliance with legal requirements • Centrally-managed • Up-to-date • Comprehensive • Used across functions, departments and products • Available throughout the enterprise • Available beyond the enterprise, as necessary Results
  • 28. Results ©DianaBrändle2010 ©DianaBrändle2012 Terminology in the centre Terminological database as part of interrelated processes
  • 29. Results • ACCESS TO TERMINOLOGY WHILE TRANSLATING WITH TM SYSTEM
  • 30. • Terminology management – will reduce the cost of post-sales support – will improve the branding of your organization – will optimize the usability of your product – will facilitate on-time delivery – will help ensure the compliance of your product Benefits
  • 31. Use the corresponding hotkey Use the corresponding hot key Use the corresponding shortcut Use the corresponding shortcut key Use the corresponding access key Use the corresponding accelerator key Use the corresponding keyboard accelerator Use the corresponding keyboard shortcut Use the corresponding keyboard shortcut 5words Translation into 10 languages 57 € 7.50 € Saving potential: ~ 87 % Benefits38words Translation cost per word: 0.15 €
  • 32. • Reduces research effort for finding technical terms • Speeds up the translation process • Speeds up the process of reviewing (fewer corrections, clarifications, shorter QA times) • Reduces translation costs (re-use of existing text segments using correct terminology) • Standardized presentation in terms of use of language and appearance • Consistent documentation in all languages Benefits
  • 33. • Clear sustainable technical communication conforming to rules • User-friendly documentation for customers • Potential for competitive advantage thanks to specific, targeted enterprise language, as distinct from that of the competition, and to assist with consistent brand positioning • Promotes brand and corporate identity • Promotes effective knowledge transfer and the sharing of knowledge within the business Benefits
  • 34. • Shortens the time window for product releases • Reduces familiarisation period for new employees • Enhances productivity of employees (short research time for finding technical terms) • Clearer information increases customer satisfaction • Reduced support calls and customer complaints • Improves legal certainty (e.g. relating to product liability) Benefits
  • 35. Terminology management • Transdisciplinary and cross-departmental task • Important – Grow – Systemize – Share – Retrieve Corporate knowledge in one or more languages Conclusion
  • 36. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.