Katrin Drescher (Symantec) at the Industry Leaders Forum 2015
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3. Closing the gap between expectations and what’s available in the translation vendor world Innovation and technology are changing the landscape very rapidly. Service providers are looking for new niches in the market and introduce new services. But are these the things that customers really need? Panelists: Katrin Drescher (Symantec), Marc Jonckers (Jonckers), Derek McCann (Microsoft), Anton Voronov (ABBYY)
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Katrin Drescher (Symantec) at the Industry Leaders Forum 2015
- 1. Moving Linguists to the Centre Katrin Drescher Language Services & Translation Enablement
- 2. Changed Globalization Landscape Major Localization Projects 20 % Constant flow of small updates to products, marketing and support content Content needs to be correct and also engaging! 80 %Copyright © 2014 Symantec Corporation 2
- 3. As a Result … • Product and Content Developers create global-ready source and deliver global products and content – Agile • Translation Efficiency and Language Quality are now unique differentiator for Globalization Copyright © 2014 Symantec Corporation 3
- 4. We need the Linguist at the CENTRE Copyright © 2014 Symantec Corporation 4 Connected to Source Teams Creative Expert Engaged Connects with our regional partners Content & Language OWNERSHIP Managing a language network Terminology & Voice Tech-Savvy Quick
- 5. And a Project Manager, who…. Copyright © 2014 Symantec Corporation 5 Does not interrupt the flow Ensures suitable resourcing Anticipates issues & advises on strategy Emphasizes partnership
- 6. Some Successes…and Challenges @ Symantec Started language network group based on ground rules Impressed by engagement and dedication of linguists Peer to peer and cross-vendor conversations self-resolve issues much quicker # Pool of hours reserved and billed • Reporting discipline • Participation of regional offices Copyright © 2014 Symantec Corporation 6
- 7. Top 10 Suggestions Copyright © 2014 Symantec Corporation 7 1. Make the Translator VISIBLE and HEARD – Develop them, include relationship skills… 2. Report based on DATA– regular trends and challenges Green isn’t necessarily good - Embrace RED! TRUST 3. Be honest with customer about resource gaps and plans to close them 4. Look outside the traditional translator pool for resources – create small flexible networked groups of dedicated specialized experts who are available 5. Engaged, capable and supportive peers who contribute trump error analysis 6. Be open to customers what they CAN or MUST do to help YOU deliver 7. Relieve PMs from micro-managing 8. Help customers strategize and plan ahead - RESOLVE CHALLENGES TOGETHER – e. g. barriers with formats and systems 9. Reward and compensate individuals (timely, programmatically) 10. Negotiate on price – Capable, dedicated, available translators, free flow of translations save customers time and money. And don’t overuse translation vs. transcreation offer.
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