Strategies for Choosing a LSP

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Strategies for Choosing a LSP

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Your language service provider (LSP) is your voice to the world.Select the right LSP, and the world will hear you loud and clear. ...

Your language service provider (LSP) is your voice to the world.Select the right LSP, and the world will hear you loud and clear.

Yet how do you know if you’ve selected the right provider?

Sample translations and ISO certification are popular criteria used in vendor selection, but they don’t go far enough. Clients often focus too heavily on vendor-specific criteria and not heavily enough on their own content and workflow. The more “world ready” your company and your content, the more likely you are to enjoy a successful client/vendor partnership.

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  • 1. Strategies for Choosing aLanguage Service Provider Join the Conversation on Twitter: #LIOX @LionbridgeFebruary 2011© 2010 Lionbridge Technologies, Inc.Company Confidential – distribution prohibited without permission
  • 2. Introductions John Yunker Co-founder of Byte Level Research, and author of the book The Savvy Client’s Guide to Translation Agencies jyunker@bytelevel.com @johnyunker Blog: www.globalbydesign.com Paula Shannon CSO, Senior Vice President, Lionbridge Paula.Shannon@lionbridge.com @PaulaBShannonCompany Confidential – distribution prohibited without permission
  • 3. Lionbridge Snapshot$400M Leader in Translation, Testing and Development Global Scale Market Leadership 4,200 employees 26 countries Leader in $14B services industry  1,900 offshore employees  Translation and adaptation  85,000+ third party, mobile of products and content for and at home workers international markets Cloud Technology Platform Loyal, Global Clients Recurring relationships ‘Crowd-in-the-Cloud SM’ with 500+ global clients  Industry leading technology  80% of revenue comes  Drives efficiency from recurring clients  Improves productivity  12 of the Fortune 20 companies are clientsCompany Confidential – distribution prohibited without permission
  • 4. About Byte Level Research Available at www.bytelevel.comCompany Confidential – distribution prohibited without permission
  • 5. Agenda Translating the Translation Industry Selecting the Right Translation Vendor Becoming the Right Translation BuyerCompany Confidential – distribution prohibited without permission
  • 6. Translating the Translation IndustryCompany Confidential – distribution prohibited without permission
  • 7. Clients are from Mars... ...Agencies are from Venus “We need a translation agency.”Company Confidential – distribution prohibited without permission
  • 8. Clients are from Mars... ...Agencies are from Venus “We’re more than that. We’re an LSP!”Company Confidential – distribution prohibited without permission
  • 9. Clients are from Mars... ...Agencies are from Venus “Does that mean you translate?”Company Confidential – distribution prohibited without permission
  • 10. Clients are from Mars... ...Agencies are from Venus “It means we provide both internalization and localization services.”Company Confidential – distribution prohibited without permission
  • 11. Clients are from Mars... ...Agencies are from Venus “So, does that mean you translate?”Company Confidential – distribution prohibited without permission
  • 12. Learning the ’Lingo’ i18n L10n g11n Internationalization Localization Globalization CAT TM MT Computer-aided Translation Machine Translation Memory Translation When in doubt, don’t be afraid to ask!Company Confidential – distribution prohibited without permission
  • 13. How an LSP Came to Be… Multi- Language Translation Translator Language Service Agency Vendor Provider 1980s 1990s 2000s Today What type of Vendors evolve as their clients evolve… client are you?Company Confidential – distribution prohibited without permission
  • 14. Localization (and Translation)Going Global the ’Hard Way’ Localization Plan Develop Test Release Once a product is released for one market, localizing it for new markets often requires extensive re-engineeringCompany Confidential – distribution prohibited without permission
  • 15. Internationalization (and Globalization)Going Global the ’Smart Way’ Internationalization Localization Plan Develop Test Release By engineering a world-ready product from the beginning, localization is much more efficientCompany Confidential – distribution prohibited without permission
  • 16. Selecting the Right Translation PartnerCompany Confidential – distribution prohibited without permission
  • 17. Criteria Used  Price  Speed  Location  Quality (sample translation)  Our competitors use them  Workflow tools  ISO Certification  Nice peopleCompany Confidential – distribution prohibited without permission
  • 18. Questions to Ask “What percentage “How well do you of translation is “Who is my project understand my outsourced?” manager?” terminology?” “How long has this “Do you support person beenour technologies?” with you?” “Do you embrace “Who is his/her new technologies?” back-up?” “How well do you understand my industry?”Company Confidential – distribution prohibited without permission
  • 19. The Problem with Sample Translations It only eliminates the really bad vendors The translators who handle the sample may not be working on your job Different reviewers may have different opinions about which sample is best Timelines and terminology limitations impact quality The focus is more on the sample than on the processCompany Confidential – distribution prohibited without permission
  • 20. Instead... Focus on the process and the product Have the agency review a sample of your content/software/website and tell you how to improve it • Better coding/commenting • Is the source text world-ready? • Get translator input on the local market and the challenges you’ll face  Once you arrive at 2-3 vendors, conduct a paid pilot runCompany Confidential – distribution prohibited without permission
  • 21. “We’re ISO Certified, So You Don’t Need to Worry.” ISO Certification is like a driver’s license... It doesn’t prevent accidents from happening Don’t let the process get in the way of the practical (of the obvious) How do you define quality?Company Confidential – distribution prohibited without permission
  • 22. Becoming the Right Translation BuyerCompany Confidential – distribution prohibited without permission
  • 23. Become a “World-Ready” Client Are you a national company selling to foreign markets or a global company selling to local markets? From content creators to developers to marketers, everyone must understand globalization Ask your vendor to help train your team Study the best global web sites and software. Take what works…ignore what doesn’tCompany Confidential – distribution prohibited without permission
  • 24. Anything “Thrown Over the Wall” Usually Breaks If you can’t make sense of your source text/files/web sites, don’t expect your agency to do better Savvy clients provide “dummy proof” source text: • They protect code from breakage • They rely on translation memory to enforce consistency • They provide context/comments with source text • They provide internationalized source textCompany Confidential – distribution prohibited without permission
  • 25. Internationalized Text: Concatenation Bad: <fb:intl>You are eating</fb:intl> <fb:intl>at home.</fb:intl> Good: <fb:intl>You are eating at home.</fb:intl> <fb:intl>You are eating at a restaurant.</fb:intl>Source: http://developers.facebook.com/docs/internationalization#markupCompany Confidential – distribution prohibited without permission
  • 26. Internationalized Text: Punctuation Bad: <fb:intl>You have mail</fb:intl>. Good: <fb:intl>You have mail.</fb:intl>Source: http://developers.facebook.com/docs/internationalization#markupCompany Confidential – distribution prohibited without permission
  • 27. Internationalized Text: Instructions Bad: <fb:intl desc=”X’s photos">{name}s photos</fb:intl> Good: <fb:intl desc="In, Xs photos are ready to view.">{name}s photos</fb:intl>Source: http://developers.facebook.com/docs/internationalization#markupCompany Confidential – distribution prohibited without permission
  • 28. International Designs Are FlexibleCompany Confidential – distribution prohibited without permission
  • 29. International Designs Are Flexible (Cont’d)Company Confidential – distribution prohibited without permission
  • 30. International Designs Are Flexible (Cont’d)Company Confidential – distribution prohibited without permission
  • 31. Different Content = Different Strategies Web & Human Translation Marketing Only Product Info MT + Human Editing Knowledgebase MT Only User-Generated ContentCompany Confidential – distribution prohibited without permission
  • 32. The Most Effective Local Content May Not Require TranslationCompany Confidential – distribution prohibited without permission
  • 33. Knowledge Center Download White Papers  Building Stronger Brands Around the World: A Guide to Effective Global Marketing  Strengthening Global Brands: Key Steps for Meaningful Communications around the World  Building a Global Web Strategy: Best Practices for Developing your International Online Brand View Webinars On-Demand  The Art and Science of Global Navigation  The Best Global Web Sites (and Why)  Mastering Multilingual MarketingCompany Confidential – distribution prohibited without permission
  • 34. Thank You! Lionbridge www.lionbridge.com http://blog.lionbridge.com http://twitter.com/Lionbridge http://www.facebook.com/L10nbridgeCompany Confidential – distribution prohibited without permission