TAUS USER CONFERENCE 2010
LANGUAGE BUSINESS INNOVATION
4 – 6 OCTOBER / PORTLAND (OR), USA




TUESDAY 5 OCTOBER / 14.00

S...
TAUS User Conference 2010
Global Content Value Chain and
    Translation Automation
Will Burgett, PMP®
Product Manager, Tr...
Global Content Value Chain

• Value model based on work by The Gilbane Group and
  their work with content industries and ...
Global Content Value Chain
 Brand (Web) Content Model

                                                 Collaboration

   ...
What the enterprise client wants
 to see in the GCVC

• From an enterprise perspective, how can our content ecosystem of
 ...
Global Content Value Chain
A Different Perspective

                          1.   Circular rather than linear cycle
     ...
Value Carries the World of Content!
                    References

                    • http://gilbane.com/globali
     ...
TAUS USER CONFERENCE 2010, Strategy and best practices for enabling a global content value chain
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TAUS USER CONFERENCE 2010, Strategy and best practices for enabling a global content value chain

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Will Burgett, Product Manager, Intel
Jessica Roland, Director, International Product Operations and Accessibility, EMC
Andrew Thomas, Technology Evangelist, SDL
Michael Potts, Director of Professional Services, SDL Language Weaver

A use case to share knowledge on enabling a global content value chain with an emphasis on the integration of automated translation technology. The global content value chain defined and proposed by the Gilbane Group involves a strategy for moving multilingual content from creation through consumption according to the needs of its audience. The central premise is that value can be added to the content as it moves through the chain by applying people, process, and technology elements at each phase. Integration of the value components is the foundation to implementing a global content value chain. The panel will discuss and debate the key strategies and investments that must be made to fully enable the global content value chain.

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TAUS USER CONFERENCE 2010, Strategy and best practices for enabling a global content value chain

  1. 1. TAUS USER CONFERENCE 2010 LANGUAGE BUSINESS INNOVATION 4 – 6 OCTOBER / PORTLAND (OR), USA TUESDAY 5 OCTOBER / 14.00 STRATEGY AND BEST PRACTICES FOR ENABLING A GOOD CONTENT VALUE CHAIN Will Burgett, Intel; Jessica Roland, EMC; Andrew Thomas, SDL; Michael Potts, SDL Language Weaver
  2. 2. TAUS User Conference 2010 Global Content Value Chain and Translation Automation Will Burgett, PMP® Product Manager, Translation Innovation & Services Intel Corporation Michael Potts Director of Professional Services & Customer Support SDL Language Weaver Jessica Roland Director, International Product Operations & Accessibility EMC Information Intelligence Group Andrew Thomas Language Technology Evangelist SDL
  3. 3. Global Content Value Chain • Value model based on work by The Gilbane Group and their work with content industries and customers • A strategy for moving multilingual content from creation through consumption according to the needs of its audience. • Central premise is that value can be added to the content as it moves through the chain by applying people, process, and technology elements at each phase 3
  4. 4. Global Content Value Chain Brand (Web) Content Model Collaboration Localize / Create Manage Publish Consume Translate rich Enrich Optimize Metrics In this version of the GCVC Model, Optimize is downstream where content is published and consumed. Web analytic tools allow the enterprise to measure the effectiveness of content and continuously improve performance against business goals. The arrow between Publish and Consume is bidirectional. The trend of social computing represents the flow of user-generated content into the value chain from the furthest downstream point. The Manage and Localize / Translate boxes are switched with the standard GCVC model. With Web content, translation occurs closer to the point of web publication; contrast with product content, where localization and translation is often close to the authoring process. 4 Source: The Gilbane Group “ Multilingual Product Content: Transforming Traditional Practices into Global Content Value Chains” June 2009
  5. 5. What the enterprise client wants to see in the GCVC • From an enterprise perspective, how can our content ecosystem of technology, process, and people be integrated to deliver value at every point in the chain? – Content creation and management, translation management, translation memory, terminology management, machine translation, publication, and ultimately the consumer’s of our content. • How does each GCVC component add value to the quality, readability and usability of machine-translated content? – Value to the customer – Value to the enterprise GCVC community (cost reduction, TTM, market reach) – Value that increases quality in source and target languages Intel Confidential - Not for External 5 Distribution
  6. 6. Global Content Value Chain A Different Perspective 1. Circular rather than linear cycle • Focus on the quality at the source is critical to the overall success of the content GCVC • Importance of the “Consume” to “Create” feedback loop 2. Integration standards • Integration and friction points • Standards (metadata, TM segmentation, locale codes, etc.) • Value chain upstream drives MT quality 3. Consumer generated content • Clean data and MT 4. Self-service model • Publisher-consumer hybrid • Not only customer support, 6 but marketing and sales too
  7. 7. Value Carries the World of Content! References • http://gilbane.com/globali zation/global-content- value-chain/ 7

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