Your SlideShare is downloading. ×
GilbaneBoston2009
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

GilbaneBoston2009

1,511
views

Published on

Overview of Gilbane 2010 content globalization heat map

Overview of Gilbane 2010 content globalization heat map

Published in: Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,511
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Progress towards overcoming the language afterthought syndrome. We see slow but steady adoption of content globalization strategies, practices, and infrastructures that position language requirements as integral to end-to-end solutions rather than as ancillary post-processes.
  • Progress towards overcoming the language afterthought syndrome. We see slow but steady adoption of content globalization strategies, practices, and infrastructures that position language requirements as integral to end-to-end solutions rather than as ancillary post-processes.
  • Progress towards overcoming the language afterthought syndrome. We see slow but steady adoption of content globalization strategies, practices, and infrastructures that position language requirements as integral to end-to-end solutions rather than as ancillary post-processes.
  • Why and How for each one
  • Collaboration remains an issue due to expansion of internal and external worldwide corporate resources plus the drive toward a multinational customer base. It’s essentially a scale problem. Pushes the boundaries of collaboration strategies the same way that content volume pushes the boundaries of enterprise content management strategies: companies need to be able to scale for “volume” of collaboration as well as volume of content.
  • Transcript

    • 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