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Technology Adoption and Competitive Advantage in the ... Technology Adoption and Competitive Advantage in the ... Presentation Transcript

  • Technology Adoption and Competitive Advantage in the Translation Industry Frank Bergmann <fraber@project-open.com>
  • Contents
    • What is Project/Open?
      • Project-ERP
      • What is Open-Source?
    • Competition in the Translation Industry
      • Sources
      • Arenas
    • Technology Adoption
      • Example: Translation Memories
    • New Technologies
    • Project/Open Modules
  • What is Project/Open?
  • What is Project/Open?
    • “ Project-ERP”
    • Integration Solution for Translation Agencies
    • 100% pure Internet
    • Based on Oracle 8i (you need a license)
    • Apart from that:
    • It’s free software!
    • We earn our money with installation and support
    Projects Users Clients Costs File Storage Work- flow Sales Trados Integra- tion Project Forum Freelance Database Invoicing Purchase Orders
  • What is Open-Source?
    • Everybody can use and copy open-source programs
    • “ Science model”: Everybody contributes and shares
    • Mouth-to-mouth marketing
    • Development costs are much lower
    • Sales costs are much lower
    • Revenues from installation & support are sufficient
  • Competition in the Translation Industry
  • Translation Value Chain MLV Clients PM Editing Sales Staffing QC Trans. Quality Man. SLV SLV MLV Arenas
  • The Arenas Customer Integration
    • Learn
    • Improve
    • Learn
    Sales Staffing Project Management
    • Learn
    Quality Management “ Production” Organization
    • Improve
    • Specialize on the language
    • Improve
    • Improve
    • Learn
    • Learn
    • Improve
    Small MLV SLV Freel. Large MLV Service
    • Learn
    • Extend/ Defend
    • Defend
    • Defend
    • Defend
    • Improve/ Defend
    • Defend
    • Improve/ Defend
    Arena
  • How to fight?
    • Best management practices in each area/department
    • IT tools
    Competitive „Weapons“ Strategic Operational Efficiency
    • Specialization
      • Languages
      • subject area
      • industry sector,
      • . . .
    • Size
    • . . .
  • Example: TM-Adoption
  • TM-Adoption
    • Benefit
    • Very useful (saves 20%-50% of the work)
    • Driving Force
    • Intense Competition, particularly after the advent of the Internet
    • Why did adoption take so long?
    • Translators are normally not very tech-savvy.
    • TMs became easy to use only with the appearance of Windows/ Mac OS
    Figures from LISA 2002 TM Survey Interpolations 2005 0% 20% 40% 60% 80% 100% 1990 1995 2000 Competitive Advantage for Early Majority Companies that replied to the LISA 2002 TM Survey
  • Types of Adopters
    • Innovators (“Techies”)
      • Appreciate technology for its own sake
    • Early Adopters („Visionaries“)
      • Will accept an 80% solution
    • Early Majority („Pragmatists“)
      • Want a complete solution
      • Want to see it working
    • Late Majority (“Conservatives”)
      • Focus on who else is doing it
      • Emphasize maturity of the technology
    • Laggards (“Skeptics”)
    Source: Everett Rogers , “Diffusion of Innovations” , 1962 Late Majority Laggards Early Majority Early Adopters Innovators 0% 20% 40% 60% 80% 1990 1995 2000 2005 100% 1990 1995 2000 2005
  • Technology Portfolio 19 95 2000 200 5 20 10 0% 20% 40% 60% 80% 100% 19 80 1990 Translation Memories 19 85 Email in Translation Companies Fax in Translation Companies Qualitative curves for Fax and Email adoption
  • New Technologies
  • Translation IT Trends
    • Problem
    • Clumsy handling of files
    • Communication in large project teams
    • Hassle to manage TMs
    • What is quality???
    • Price pressure, complex freelance market
    • Long PM telephone calls with freelancers
    • Solution
    • Extranets for file download/ upload (FTP-Servers, Web-Access, …)
    • Project Collaboration
    • Distributed TM
    • Quality Management/ Database
    • Integrated Freelance/ Provider Databases (across offices, integrated with Quality DB)
    • Freelance Self Service
  • Technology Portfolio 19 95 2000 200 5 20 10 0% 20% 40% 60% 80% 100% 19 80 1990 Translation Memories 19 85 Email in Translation Companies Fax in Translation Companies Qualitative curves for Fax and Email Project-ERP Distributed TM?
  • Jochen Hummel (Trados)
    • „ For the next wave of innovation, however, the key ingredient is what we at TRADOS are calling “collaborative workflow.”
    • By combining technology support for localization project managers with a platform that provides task and process automation along the entire supply chain, collaboration between corporations, language service providers, and translators will reach a degree of transparency and efficiency that was heretofore impossible. &quot;
    &quot;But here’s the key: it is only by making improvements along the entire supply chain that the industry can be transformed and enjoy the benefits of its next wave of growth.” Jochen Hummel, CTO Trados Source: Client Side News 08.03
  • Translation Value Chain MLV Clients PM Editing Sales Staffing QC Trans. Quality Man. SLV MLV SLV
  • Optimization Potential
    • The analysis of the optimization potential has lead us to the modules of Project/Open
    • The introduction of IT-tools is frequently meant to improve best-practices as well.
    Customer Integration Sales Staffing Project Management Quality Management “ Production” Organization Service
    • Integrated Workflows
    • Multilingual CMS
    • Custom Apps.
    • Sales force automation
    • CRM
    • Data Warehouse
    • Integrated freelance databases
    • Quality database, integrated with freelance database
    • Translation Workflow
    • Semiautomatic PM
    • Balanced Scorecard
    • Internet Project Collaboration
    • Intranets/ Extranets
    • Service Mgmt.
    • CRM
    • Scorecards
    Projects Users Clients Costs File Storage Work- flow Sales Trados Integra- tion Project Forum Freelance Database Invoicing FL- Purchase Orders 1 2 3 4 5 6 7 8 9 10
  • Conclusion
    • Know in what arenas you are playing
    • Focus on a single area at a time
    • Choose your weapons
    • Don’t chose the wrong ones!
    Frank Bergmann [email_address] www.project-open.com