The importance of terminology
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The importance of terminology



Presented at the SDL Trados Forums 2013, these slides discuss the importance of terminology to all organizations worldwide. The slides set out to discuss the motivation for implementing terminology, ...

Presented at the SDL Trados Forums 2013, these slides discuss the importance of terminology to all organizations worldwide. The slides set out to discuss the motivation for implementing terminology, how to then proceed and the results and benefits of terminology management.



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The importance of terminology Presentation Transcript

  • 1. SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialTHE IMPORTANCE OFTERMINOLOGYSDL Trados Studio Roadshow 2013©DianaBrändle2011
  • 2. • The importance of terminology• Motivation to implement it• How to proceed• Results and benefitsContents
  • 3. The Importance of Terminology - Terminology FloodCompare: The flood of terminology in our future („Vor uns die Terminologieflut“ ) by Ch. Galinski and D. Reineke, eDITion 2/2011• 5% to 15% per yearGrowth oftechnicalknowledge• Ø several thousandto some tenthousands ofconceptsOne smallersubject area• 500,000 termsMedicalterminology• 60,000,000registeredsubstancesChemicalAbstractsServiceGermanDuden:500,000 wordsOxford EnglishDictionary:600,000 words
  • 4. • Project teams withexperts from variousscientific fields• Glossaries no longersufficient:metadata requiredThe Importance of Terminology
  • 5. Example: From customer’s point of viewTerminology – Which is the Correct Term?? hotkey hot key shortcut shortcut key access key accelerator key keyboard accelerator keyboard shortcut
  • 6. 1. Development : hotkey2. Technical Writing: keyboard accelerator3. Purchasing: access key4. Developer database: CODE (e.g. X324)5. Support: shortcut6. Marketing & Sales: keyboard shortcuthotkeyaccess key...• Example: From a company’s point of viewTerminology – Which is the Correct Term?
  • 7. • Example: From an LSP’s point of viewTerminology – Which is the Correct Term?Customer A: hotkey hot key shortcut shortcut key access key accelerator key keyboardaccelerator keyboard shortcutCustomer B: action key key abbreviationCustomer C: key combination
  • 8. TERMshortcut• Example: From a company’s point of viewOne Term – Different Meanings Depending on CompanyCustomer: MicrosoftProduct: Windows, Word, Powerpoint, ExcelDefinition: finite set of one or more keys that invoke a software oroperating system operation when triggered by the userCONCEPT 1Customer: SamsungProduct: Galaxy 3SDefinition: four icons at the bottom of the screen: Phone, Contacts,Messaging, AppsCONCEPT 2
  • 9. • Various synonyms and variants• For one concept• In one languageSummaryIntentionally / Unintentionally? Competitors Product Department Medium LocaleSYNONYMS hotkey hot key shortcut shortcut key access key accelerator key keyboard accelerator keyboard shortcut action key key abbreviation key combination …
  • 10. CorporateComm.FinanceLegalDepartmentMarketingHumanResources...ProductionManagementITCOMPANY /ORGANISATIONExternalLSP(s)CustomerServiceR&DTO BETRANSLATEDIn-houseLanguageService© Diana Brändle 2011TRANSLATEDTerminological Problems• All types of content• All types of subject fields• Various sources• Different formats• In different languages• For different purposesand 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 trusttime and moneyConsequences of Unmanaged Terminology
  • 13. 1. Type of company or organisation–One home market  One language One legal system–Global player  Several languages Several legal systemsInternational standardsMotivation to Implement Terminology Management
  • 14. 2. Type of products / servicese.g.– Trekking shoes– Bottling and packaging lines– Banknote printingmachines– Medical technology– Localisation / TranslationMotivation to Implement Terminology Management Compliance with legal requirements,customs legislation, internationalstandards Quality Clarity Consistencyin 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. • ProblemsCustomstransport unit transporter unitWarehousinganti theft wheel bolt locking wheel boltLegal issues / standardsdanger  warning caution  noticeMotivation to Implement Terminology Management
  • 17. • Consolidated corporate terminology–Clarity–Avoidance of redundancies–ConsistencyObjectivesSubject field: ITProduct: MS Word, MS ExcelCompany: MicrosoftText type: Online help, User Guide, WebsiteDefinition: …ENGLISH:hotkey noun, deprecatedhot key noun, deprecatedshortcut noun, deprecatedshortcut key noun, deprecatedaccess key noun, deprecatedaccelerator key noun, deprecatedkeyboard accelerator noun, deprecatedkeyboard shortcut noun, preferred
  • 18. • Quality assurance insource languageObjectivesTERMINOLOGY CHECKanti theft bolt prohibitedlocking wheel bolt preferred
  • 19. • Quality assurance intarget language(s)ObjectivesTerm RecognitionGerman: Radschraube mitDiebstahlsicherungpreferredGerman: Radsicherungprohibited
  • 20. INTERNAL Purchasing Development and construction Finance Human Resources Customer service Logistics and warehouse Marketing Support/Hotline Training department Legal department Technical documentationdepartment Translation Sales …Affected PartiesEXTERNAL• Subsidiaries• Service providers• Suppliers• …
  • 21. • Involve all parties from the start• Focus on one specified businessprocess• Start with pilot project in a smallcircle andwith a small data volumePresent outcome to a larger circleand then decide how to proceed.• Type– Monolingual– Bilingual– MultilingualApproaches
  • 22. How to Proceed – Best PracticePreparationWorkshop(s)Pilot projectImplementation
  • 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 processesHow to Proceed – Best PracticePreparationWorkshop(s)Pilot projectImplementation
  • 24.  Vision Decisions:time table, volume, priority, responsibilities,training requirements, etc. Project plan DocumentationPreparationWorkshop(s)Pilot projectImplementationHow to Proceed – Best Practice
  • 25.  Pilot process Documentation Feedback, improvements Time and effort Lessons learnt, results Decision on next stepsPreparationWorkshop(s)Pilot projectImplementationHow to Proceed – Best Practice
  • 26.  Planning and implementation ofterminology processes Introduction of terminologymanagement Publish results Continuous improvementPreparationWorkshop(s)Pilot projectImplementationHow 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 andproducts• Available throughout the enterprise• Available beyond the enterprise, as necessaryResults
  • 28. Results©DianaBrändle2010©DianaBrändle2012Terminology in the centre Terminological database as part ofinterrelated processes
  • 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 productBenefits
  • 31. Use the corresponding hotkeyUse the corresponding hot keyUse the corresponding shortcutUse the corresponding shortcut keyUse the corresponding access keyUse the corresponding accelerator keyUse the corresponding keyboard acceleratorUse the corresponding keyboard shortcutUse thecorrespondingkeyboard shortcut5wordsTranslation into10 languages57 € 7.50 €Saving potential:~ 87 %Benefits38wordsTranslation 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 correctterminology)• Standardized presentation in terms of use of language and appearance• Consistent documentation in all languagesBenefits
  • 33. • Clear sustainable technical communication conforming to rules• User-friendly documentation for customers• Potential for competitive advantage thanks to specific, targeted enterpriselanguage, as distinct from that of the competition, and to assist withconsistent brand positioning• Promotes brand and corporate identity• Promotes effective knowledge transfer and the sharing of knowledgewithin the businessBenefits
  • 34. • Shortens the time window for product releases• Reduces familiarisation period for new employees• Enhances productivity of employees (short research time for findingtechnical 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– RetrieveCorporate knowledgein one or more languagesConclusion
  • 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 becopied, used or distributed except as authorised by SDL.