Technology Adoption and Competitive Advantage in the ...

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Technology Adoption and Competitive Advantage in the ...

  1. 1. Technology Adoption and Competitive Advantage in the Translation Industry Frank Bergmann <fraber@project-open.com>
  2. 2. Contents <ul><li>What is Project/Open? </li></ul><ul><ul><li>Project-ERP </li></ul></ul><ul><ul><li>What is Open-Source? </li></ul></ul><ul><li>Competition in the Translation Industry </li></ul><ul><ul><li>Sources </li></ul></ul><ul><ul><li>Arenas </li></ul></ul><ul><li>Technology Adoption </li></ul><ul><ul><li>Example: Translation Memories </li></ul></ul><ul><li>New Technologies </li></ul><ul><li>Project/Open Modules </li></ul>
  3. 3. What is Project/Open?
  4. 4. What is Project/Open? <ul><li>“ Project-ERP” </li></ul><ul><li>Integration Solution for Translation Agencies </li></ul><ul><li>100% pure Internet </li></ul><ul><li>Based on Oracle 8i (you need a license) </li></ul><ul><li>Apart from that: </li></ul><ul><li>It’s free software! </li></ul><ul><li>We earn our money with installation and support </li></ul>Projects Users Clients Costs File Storage Work- flow Sales Trados Integra- tion Project Forum Freelance Database Invoicing Purchase Orders
  5. 5. What is Open-Source? <ul><li>Everybody can use and copy open-source programs </li></ul><ul><li>“ Science model”: Everybody contributes and shares </li></ul><ul><li>Mouth-to-mouth marketing </li></ul><ul><li>Development costs are much lower </li></ul><ul><li>Sales costs are much lower </li></ul><ul><li>Revenues from installation & support are sufficient </li></ul>
  6. 6. Competition in the Translation Industry
  7. 7. Translation Value Chain MLV Clients PM Editing Sales Staffing QC Trans. Quality Man. SLV SLV MLV Arenas
  8. 8. The Arenas Customer Integration <ul><li>Learn </li></ul><ul><li>Improve </li></ul><ul><li>Learn </li></ul>Sales Staffing Project Management <ul><li>Learn </li></ul>Quality Management “ Production” Organization <ul><li>Improve </li></ul><ul><li>Specialize on the language </li></ul><ul><li>Improve </li></ul><ul><li>Improve </li></ul><ul><li>Learn </li></ul><ul><li>Learn </li></ul><ul><li>Improve </li></ul>Small MLV SLV Freel. Large MLV Service <ul><li>Learn </li></ul><ul><li>Extend/ Defend </li></ul><ul><li>Defend </li></ul><ul><li>Defend </li></ul><ul><li>Defend </li></ul><ul><li>Improve/ Defend </li></ul><ul><li>Defend </li></ul><ul><li>Improve/ Defend </li></ul>Arena
  9. 9. How to fight? <ul><li>Best management practices in each area/department </li></ul><ul><li>IT tools </li></ul>Competitive „Weapons“ Strategic Operational Efficiency <ul><li>Specialization </li></ul><ul><ul><li>Languages </li></ul></ul><ul><ul><li>subject area </li></ul></ul><ul><ul><li>industry sector, </li></ul></ul><ul><ul><li>. . . </li></ul></ul><ul><li>Size </li></ul><ul><li>. . . </li></ul>
  10. 10. Example: TM-Adoption
  11. 11. TM-Adoption <ul><li>Benefit </li></ul><ul><li>Very useful (saves 20%-50% of the work) </li></ul><ul><li>Driving Force </li></ul><ul><li>Intense Competition, particularly after the advent of the Internet </li></ul><ul><li>Why did adoption take so long? </li></ul><ul><li>Translators are normally not very tech-savvy. </li></ul><ul><li>TMs became easy to use only with the appearance of Windows/ Mac OS </li></ul>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
  12. 12. Types of Adopters <ul><li>Innovators (“Techies”) </li></ul><ul><ul><li>Appreciate technology for its own sake </li></ul></ul><ul><li>Early Adopters („Visionaries“) </li></ul><ul><ul><li>Will accept an 80% solution </li></ul></ul><ul><li>Early Majority („Pragmatists“) </li></ul><ul><ul><li>Want a complete solution </li></ul></ul><ul><ul><li>Want to see it working </li></ul></ul><ul><li>Late Majority (“Conservatives”) </li></ul><ul><ul><li>Focus on who else is doing it </li></ul></ul><ul><ul><li>Emphasize maturity of the technology </li></ul></ul><ul><li>Laggards (“Skeptics”) </li></ul>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
  13. 13. 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
  14. 14. New Technologies
  15. 15. Translation IT Trends <ul><li>Problem </li></ul><ul><li>Clumsy handling of files </li></ul><ul><li>Communication in large project teams </li></ul><ul><li>Hassle to manage TMs </li></ul><ul><li>What is quality??? </li></ul><ul><li>Price pressure, complex freelance market </li></ul><ul><li>Long PM telephone calls with freelancers </li></ul><ul><li>Solution </li></ul><ul><li>Extranets for file download/ upload (FTP-Servers, Web-Access, …) </li></ul><ul><li>Project Collaboration </li></ul><ul><li>Distributed TM </li></ul><ul><li>Quality Management/ Database </li></ul><ul><li>Integrated Freelance/ Provider Databases (across offices, integrated with Quality DB) </li></ul><ul><li>Freelance Self Service </li></ul>
  16. 16. 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?
  17. 17. Jochen Hummel (Trados) <ul><li>„ For the next wave of innovation, however, the key ingredient is what we at TRADOS are calling “collaborative workflow.” </li></ul><ul><li>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; </li></ul>&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
  18. 18. Translation Value Chain MLV Clients PM Editing Sales Staffing QC Trans. Quality Man. SLV MLV SLV
  19. 19. Optimization Potential <ul><li>The analysis of the optimization potential has lead us to the modules of Project/Open </li></ul><ul><li>The introduction of IT-tools is frequently meant to improve best-practices as well. </li></ul>Customer Integration Sales Staffing Project Management Quality Management “ Production” Organization Service <ul><li>Integrated Workflows </li></ul><ul><li>Multilingual CMS </li></ul><ul><li>Custom Apps. </li></ul><ul><li>Sales force automation </li></ul><ul><li>CRM </li></ul><ul><li>Data Warehouse </li></ul><ul><li>Integrated freelance databases </li></ul><ul><li>Quality database, integrated with freelance database </li></ul><ul><li>Translation Workflow </li></ul><ul><li>Semiautomatic PM </li></ul><ul><li>Balanced Scorecard </li></ul><ul><li>Internet Project Collaboration </li></ul><ul><li>Intranets/ Extranets </li></ul><ul><li>Service Mgmt. </li></ul><ul><li>CRM </li></ul><ul><li>Scorecards </li></ul>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
  20. 20. Conclusion <ul><li>Know in what arenas you are playing </li></ul><ul><li>Focus on a single area at a time </li></ul><ul><li>Choose your weapons </li></ul><ul><li>Don’t chose the wrong ones! </li></ul>Frank Bergmann [email_address] www.project-open.com

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