GilbaneBoston2009

Trends for Success2010 ContentGlobalizationHeat Map
Mary Laplante
Karl KadieSenior AnalystsGilbane Boston 2009

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.

“The road to globalization, it seems, is paved in words.”
- Damien Joseph, Business Week, Oct 2 2009, “White HouseChallenges Translation Industry to Innovate”

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

Content that should be reusable but isn’t
Language afterthought syndromeA pattern of treating language requirements as secondary considerations within content strategies and solutions.

create
localize/translate
manage
publish
consume
enrich
optimize
Gilbane 2010 Heat Map
Collaboration
Metrics
Metrics

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

Focus 2010: Overcoming Language Afterthought Syndrome

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

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

Content that should be reusable but isn’t
Language afterthought syndromeA pattern of treating language requirements as secondary considerations within content strategies and solutions.

Mary’s Favorite Datapoint
ROI from Investments in Globalizing Product Content
Gilbane Group, Multilingual Product Communications, 2009

Framework:Global Content Value Chain and Maturity Model

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

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.

create
manage
publish
consume
localize/
translate
enrich
optimize
Language Issues, First Generation

Language Issues
More than localization and translation
Associated with all processes in the chain between creation and consumption
Creating
Managing
Publishing
Consuming
Optimizing
Enriching

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

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

Five Best Investments: The 2010 Heat Map

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

create
localize/translate
manage
publish
consume
enrich
optimize
Gilbane 2010 Heat Map
Collaboration
Metrics
Metrics

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

Gilbane Group, Multilingual Communications as a Business Imperative

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

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

Approaches in place for standardizing content for localization/translation

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

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%)

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

Process Issues and MT Concerns
Process obstacles!

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

70% of respondents find the integration between content management and other applications such as translation management to be difficult at best

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

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.”

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

Measuring Global Content Value

Five Best Investments: The 2010 Heat Map
Managing Transformation

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

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

Survey Respondents and Maturity

Transformation (product content)

Research Sponsors

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

GilbaneBoston2009

by Gilbane Group on Feb 17, 2010

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GilbaneBoston2009 — Presentation Transcript