Overview of Gilbane 2010 content globalization heat map

1. Trends for Success2010 ContentGlobalizationHeat Map Mary Laplante Karl KadieSenior AnalystsGilbane Boston 2009

2. What are the five hot trends that will shapeyour organization’s content globalization practices in 2010? If your company creates, manages, and publishes content in multiple languages, you won’t want to miss this invitation-only session that will give you insight into how to create competitive advantage with your global content.

3. “The road to globalization, it seems, is paved in words.” - Damien Joseph, Business Week, Oct 2 2009, “White HouseChallenges Translation Industry to Innovate”

4. Road Hazards Time to market delays Inefficiencies due to redundant translations Content that should be reusablebut isn’t High customer support costs due to mediocre quality of translated product content Time and money to retrofit translated content to meet regulatory requirements Maxed out language capability, constrained by non-scalable globalization infrastructures Inconsistent and out-of-synch multichannel communications Mysterious localization and translation costs

5. Time to market delays Inefficiencies due to redundant translations Content that should be reusable but isn’t High customer support costs due to mediocre quality of translated product content Time and money to retrofit translated content to meet regulatory requirements Maxed out language capability, constrained by non-scalable globalization infrastructures Inconsistent and out-of-synch multichannel communications Mysterious localization and translation costs Language afterthought syndromeA pattern of treating language requirements as secondary considerations within content strategies and solutions.

6. create localize/translate manage publish consume enrich optimize Gilbane 2010 Heat Map Collaboration Metrics Metrics

7. This Session Focus 2010 Overcoming Language Afterthought Syndrome Framework Global Content Value Chain Maturity Model Five Best Investments Gilbane’s Heat Map for Treating the Syndrome Managing Transformation Developing a Heat Map for Your Organization

8. Focus 2010: Overcoming Language Afterthought Syndrome

9. Multilingual Product Content Transforming Traditional PracticesInto Global Content Value Chains Market forces reshaping global content practices Obstacles and challenges The global content value chain (GCVC) for product content State of adoption Best practices CGVC Maturity Model Company profiles

10. Study Findings Include . . . “Progress towards overcoming language afterthoughtsyndrome. We see slow but steady adoption of contentglobalization strategies, practices and infrastructuresthat position language requirements as integral to end-to-end solutions rather than as ancillary post-processes.” Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains

11. Time to market delays Inefficiencies due to redundant translations Content that should be reusable but isn’t High customer support costs due to mediocre quality of translated product content Time and money to retrofit translated content to meet regulatory requirements Maxed out language capability, constrained by non-scalable globalization infrastructures Inconsistent and out-of-synch multichannel communications Mysterious localization and translation costs Language afterthought syndromeA pattern of treating language requirements as secondary considerations within content strategies and solutions.

12. Mary’s Favorite Datapoint ROI from Investments in Globalizing Product Content Gilbane Group, Multilingual Product Communications, 2009

13. Focus 2010: Overcoming Language Afterthought Syndrome Framework:Global Content Value Chain and Maturity Model

14. Multilingual Communications as a Business Imperative Market forces driving change Obstacles and challenges Emergence of the Global Content Value Chain State of adoption Best (and worst) practices Company profiles

15. create localize/translate manage publish consume enrich optimize Global Content Value Chain The Global ContentValue Chain is a strategy for moving multilingual content from creation through consumption. The strategy is supported by practices in disciplines such as content management and translation management. The enabling infrastructure for the strategy comprises people, process, and technology.

16. create manage publish consume localize/ translate enrich optimize Language Issues, First Generation

17. Language Issues More than localization and translation Associated with all processes in the chain between creation and consumption Creating Managing Publishing Consuming Optimizing Enriching

18. L L L localize/ translate L create manage publish consume enrich optimize L Language Issues, Next Generation Language issues bubble up across the content chain

19. GCVC Maturity Model Aligned Process balance achieved between central and regional operations with enterprise-wide governance, measurement, and continuous improvement based on annual corporate globalization strategies. Collaborative Streamlined content globalization processes in place based on performance metrics and shared language assets between headquarters and regional levels. Operational Functional content globalization processes are in place, but siloed within departments and regions with little to no collaboration. Accepted Repeatable content globalization processes are developed according to project and content application. Aware Reactive headquarters and regional approach to content globalization requirements. Initial/Ad-hoc Defined Managed Repeatable Optimized Labels from the Capability Maturity Model®, Software Engineering Institute at Carnegie Mellon University

20. Focus 2010: Overcoming Language Afterthought Syndrome Framework:Global Content Value Chain and Maturity Model Five Best Investments: The 2010 Heat Map

21. Five Hot Investments for 2010 Institute cross-functional processes Collaboration as the key opportunity Improve quality at the source Technology-driven governance during content creation Terminology management Pilot translation approaches Automated translation plus human resources Integrate value chain components XML and single-sourcing as key CMS/TMS and automated multilingual publishing Establish metrics Measuring what matters

22. create localize/translate manage publish consume enrich optimize Gilbane 2010 Heat Map Collaboration Metrics Metrics

23. Institute Cross-Functional Processes Move content-centric processes outside a single silo through asset sharing and collaboration Examples: techdoc and training, product development and techdoc, customer support and product marketing Benefits also derive from collaboration and asset sharing between headquarters and regions

24. Institute Cross-Functional Processes Gilbane Group, Multilingual Communications as a Business Imperative

25. Institute Cross-Functional Processes Eliminate individual afterthought processes that are inconsistent and hard to scale Pushes processes up and across the organization, closer to alignment with business goals and objectives Leverage capabilities, assets, and subject matter expertise  stronger ROI story Mitigate the risk of brand dilution or worse, brand deterioration

26. Improve Quality at the Source Creating consistent, error-free, conformant content at the point of origin Authoring assistance at content creation to promote localization-ready content Centralized terminology management that defines repeatable words and phrases for monolingual and multilingual authoring

27. Improve Quality at the Source Approaches in place for standardizing content for localization/translation

28. Improve Quality at the Source A great first step towards overcoming language afterthought syndrome Systematic standardization at the front end Instead of ad hoc normalization throughout the chain “Ca-ching!” each time someone needs to touch the content Multiple ways to begin building this competency Over 80% consider terminology management key to customer experience and brand management

29. Pilot Translation Approaches Combining human and machine resources to translate and localize “Hybrid” Human/machine, but also . . . Rules and statistical approaches Post-editing processes and skills A solution to volume and scale Increasing multilingual content volume (75%) Improving service provider throughput (50%)

30. Pilot Translation Approaches A great example of strategic value of using MT to overcome language afterthought syndrome Reducing cost of post-sales support (50%) Inclusion of translated user-generated content (UGC) in emerging corporate and consumer social computing environments. Clinging to language afterthought syndrome makes effective use of UGC impossible Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains

31. Process Issues and MT Concerns Process obstacles! Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains

32. Integrate GCVC Components Integrated and automated processes that connect content management with translation management solutions, authoring environments, and multichannel publishing Reuse processes that extend multi-channel to multi-purpose, enabling consistency across product, web, operational, and enterprise content Possibly the most obvious approach to overcoming language afterthought syndrome But still perceived to be difficult

33. Integrate GCVC Components 70% of respondents find the integration between content management and other applications such as translation management to be difficult at best Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains

34. Integrate GCVC Components Add structured content (XML) to the mix Proven benefits derived from standards-driven component-level management of content destined for delivery in multiple languages “. . . the added savings and higher quality enabled by coupling DITA content management with translation and terminology management tools. Now our component content strategy enables us to efficiently and flexibly create documentation. . . . Our ability to reuse content reduces time and cost to enter global markets while extending global shelf life.” “By taking advantage of the capabilities DITA and CCM provide, and following basic style guidelines, the writers can focus on developing high-quality English content without worrying about the localization effort. The system handles all of the change tracking, hand-offs, and generation of the localized deliverables.” -- from the FICO case study

35. Integrate GCVC Components Opportunity: Reduce Publishing Costs Glaring example of costs resulting fromLanguage Afterthought Syndrome “Based on qualitative evidence from the research and on Gilbane’s experience in the market, we see that companies are still struggling with desktop publishing in order to meet requirements for page-formatted product content. The multilingual multiplier is again the culprit. It increases the cost of producing formatted output significantly, remaining a major challenge for many organizations.” Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains

36. Establish Metrics Understanding where and how global content impacts the business And which investments drive the business to success Capturing performance data that is relevant to the business Technology as an enabler Content analytics and reporting for iterative web site improvement Reuse data from CMS, TMS, translation memories, and terminology management tools Governance for overcoming language afterthought syndrome

37. Measuring Global Content Value Gilbane Group, Multilingual Product Communications, 2009

38. Focus 2010: Overcoming Language Afterthought Syndrome Framework:Global Content Value Chain and Maturity Model Five Best Investments: The 2010 Heat Map Managing Transformation

39. Creating your own heat map Tools Your GCVC Your place on the maturity model Transformation table/strategy Experience of other users Case studies Conferences User groups Analyst firms

40. GCVC Maturity Model Aligned Process balance achieved between central and regional operations with enterprise-wide governance, measurement, and continuous improvement based on annual corporate globalization strategies. Collaborative Streamlined content globalization processes in place based on performance metrics and shared language assets between headquarters and regional levels. Operational Functional content globalization processes are in place, but siloed within departments and regions with little to no collaboration. Accepted Repeatable content globalization processes are developed according to project and content application. Aware Reactive headquarters and regional approach to content globalization requirements. Initial/Ad-hoc Defined Managed Repeatable Optimized Labels from the Capability Maturity Model®, Software Engineering Institute at Carnegie Mellon University

41. Survey Respondents and Maturity Gilbane Group, Multilingual Product Communications, 2009

42. Transformation (product content)

43. Research Sponsors

44. Content Globalization Practice Content Technologies for IntegratedGlobal Content Value Chains Topic Areas: technologies, services, marketdevelopments, buyer perspectives Clients: vendors, enterprise users, investors User engagements: content strategies, education,technology acquisition support http://gilane.com/globalization 2009 Publications Innovation3: The FICO Formula forAgile Global Expansion Borderless Brand Management: The Philips 2010 Vision Multilingual Product Content: Transforming TraditionalPractices to Global Content Value Chains