Trends for Success2010 ContentGlobalizationHeat Map<br />Mary Laplante<br />Karl KadieSenior AnalystsGilbane Boston 2009<b...
What are the five hot trends that will shapeyour organization’s content globalization practices in 2010? If your company c...
“The road to globalization, it seems, is paved in words.”<br /> - Damien Joseph, Business Week, Oct 2 2009, “White HouseCh...
Road Hazards<br />Time to market delays<br />Inefficiencies due to redundant translations<br />Content that should be reus...
Time to market delays<br />Inefficiencies due to redundant translations<br />Content that should be reusable but isn’t<br ...
create<br />localize/translate<br />manage<br />publish<br />consume<br />enrich<br />optimize<br />Gilbane 2010 Heat Map<...
This Session<br />Focus 2010<br />Overcoming Language Afterthought Syndrome<br />Framework<br />Global Content Value Chain...
Focus 2010: Overcoming Language Afterthought Syndrome <br />
Multilingual Product Content<br />Transforming Traditional PracticesInto Global Content Value Chains<br />Market forces re...
Study Findings Include . . . <br />“Progress towards overcoming language afterthoughtsyndrome. We see slow but steady adop...
Time to market delays<br />Inefficiencies due to redundant translations<br />Content that should be reusable but isn’t<br ...
Mary’s Favorite Datapoint<br />ROI from Investments in Globalizing Product Content<br />Gilbane Group, Multilingual Produc...
Focus 2010: Overcoming Language Afterthought Syndrome <br />Framework:Global Content Value Chain and Maturity Model<br />
Multilingual Communications as a Business Imperative<br />Market forces driving change<br />Obstacles and challenges<br />...
create<br />localize/translate<br />manage<br />publish<br />consume<br />enrich<br />optimize<br />Global Content Value C...
create<br />manage<br />publish<br />consume<br />localize/<br />translate<br />enrich<br />optimize<br />Language Issues,...
Language Issues<br />More than localization and translation<br />Associated with all processes in the chain between creati...
L<br />L<br />L<br />localize/<br />translate<br />L<br />create<br />manage<br />publish<br />consume<br />enrich<br />op...
GCVC Maturity Model<br />Aligned<br />Process balance achieved between central and regional operations with enterprise-wid...
Focus 2010: Overcoming Language Afterthought Syndrome <br />Framework:Global Content Value Chain and Maturity Model<br />F...
Five Hot Investments for 2010<br />Institute cross-functional processes<br />Collaboration as the key opportunity<br />Imp...
create<br />localize/translate<br />manage<br />publish<br />consume<br />enrich<br />optimize<br />Gilbane 2010 Heat Map<...
Institute Cross-Functional Processes<br />Move content-centric processes outside a single silo through asset sharing and c...
Institute Cross-Functional Processes<br />Gilbane Group, Multilingual Communications as a Business Imperative<br />
Institute Cross-Functional Processes<br />Eliminate individual afterthought processes that are inconsistent and hard to sc...
Improve Quality at the Source<br />Creating consistent, error-free, conformant content at the point of origin<br />Authori...
Improve Quality at the Source<br />Approaches in place for standardizing content for localization/translation<br />
Improve Quality at the Source<br />A great first step towards overcoming language afterthought syndrome<br />Systematic st...
Pilot Translation Approaches<br />Combining human and machine resources to translate and localize<br />“Hybrid”<br />Human...
Pilot Translation Approaches<br />A great example of strategic value of using MT to overcome language afterthought syndrom...
Process Issues and MT Concerns<br />Process obstacles!<br />Gilbane Group, Multilingual Product Content:Transforming Tradi...
Integrate GCVC Components<br />Integrated and automated processes that connect content management with translation managem...
Integrate GCVC Components<br />70% of respondents find the integration between content management and other applications s...
Integrate GCVC Components<br />Add structured content (XML) to the mix<br />Proven benefits derived from standards-driven ...
Integrate GCVC Components<br />Opportunity: Reduce Publishing Costs<br />Glaring example of costs resulting fromLanguage A...
Establish Metrics<br />Understanding where and how global content impacts the business<br />And which investments drive th...
Measuring Global Content Value<br />Gilbane Group, Multilingual Product Communications, 2009 <br />
Focus 2010: Overcoming Language Afterthought Syndrome <br />Framework:Global Content Value Chain and Maturity Model<br />F...
Creating your own heat map<br />Tools<br />Your GCVC<br />Your place on the maturity model<br />Transformation table/strat...
GCVC Maturity Model<br />Aligned<br />Process balance achieved between central and regional operations with enterprise-wid...
Survey Respondents and Maturity<br />Gilbane Group, Multilingual Product Communications, 2009 <br />
Transformation (product content)<br />
Research Sponsors<br />
Content Globalization Practice<br />Content Technologies for IntegratedGlobal Content Value Chains<br />Topic Areas: techn...
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GilbaneBoston2009

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  • 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.
  • GilbaneBoston2009

    1. 1. Trends for Success2010 ContentGlobalizationHeat Map<br />Mary Laplante<br />Karl KadieSenior AnalystsGilbane Boston 2009<br />
    2. 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. <br />
    3. 3. “The road to globalization, it seems, is paved in words.”<br /> - Damien Joseph, Business Week, Oct 2 2009, “White HouseChallenges Translation Industry to Innovate”<br />
    4. 4. Road Hazards<br />Time to market delays<br />Inefficiencies due to redundant translations<br />Content that should be reusablebut isn’t<br />High customer support costs due to mediocre quality of translated product content<br />Time and money to retrofit translated content to meet regulatory requirements<br />Maxed out language capability, constrained by non-scalable globalization infrastructures<br />Inconsistent and out-of-synch multichannel communications<br />Mysterious localization and translation costs<br />
    5. 5. Time to market delays<br />Inefficiencies due to redundant translations<br />Content that should be reusable but isn’t<br />High customer support costs due to mediocre quality of translated product content<br />Time and money to retrofit translated content to meet regulatory requirements<br />Maxed out language capability, constrained by non-scalable globalization infrastructures<br />Inconsistent and out-of-synch multichannel communications<br />Mysterious localization and translation costs<br />Language afterthought syndromeA pattern of treating language requirements as secondary considerations within content strategies and solutions.<br />
    6. 6. create<br />localize/translate<br />manage<br />publish<br />consume<br />enrich<br />optimize<br />Gilbane 2010 Heat Map<br />Collaboration<br />Metrics<br />Metrics<br />
    7. 7. This Session<br />Focus 2010<br />Overcoming Language Afterthought Syndrome<br />Framework<br />Global Content Value Chain<br />Maturity Model<br />Five Best Investments<br />Gilbane’s Heat Map for Treating the Syndrome<br />Managing Transformation<br />Developing a Heat Map for Your Organization<br />
    8. 8. Focus 2010: Overcoming Language Afterthought Syndrome <br />
    9. 9. Multilingual Product Content<br />Transforming Traditional PracticesInto Global Content Value Chains<br />Market forces reshaping global content practices<br />Obstacles and challenges<br />The global content value chain (GCVC) for product content<br />State of adoption<br />Best practices<br />CGVC Maturity Model<br />Company profiles<br />
    10. 10. Study Findings Include . . . <br />“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.”<br />Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains<br />
    11. 11. Time to market delays<br />Inefficiencies due to redundant translations<br />Content that should be reusable but isn’t<br />High customer support costs due to mediocre quality of translated product content<br />Time and money to retrofit translated content to meet regulatory requirements<br />Maxed out language capability, constrained by non-scalable globalization infrastructures<br />Inconsistent and out-of-synch multichannel communications<br />Mysterious localization and translation costs<br />Language afterthought syndromeA pattern of treating language requirements as secondary considerations within content strategies and solutions.<br />
    12. 12. Mary’s Favorite Datapoint<br />ROI from Investments in Globalizing Product Content<br />Gilbane Group, Multilingual Product Communications, 2009 <br />
    13. 13. Focus 2010: Overcoming Language Afterthought Syndrome <br />Framework:Global Content Value Chain and Maturity Model<br />
    14. 14. Multilingual Communications as a Business Imperative<br />Market forces driving change<br />Obstacles and challenges<br />Emergence of the Global Content Value Chain<br />State of adoption<br />Best (and worst) practices<br />Company profiles<br />
    15. 15. create<br />localize/translate<br />manage<br />publish<br />consume<br />enrich<br />optimize<br />Global Content Value Chain<br />The Global ContentValue Chain is a strategy for moving<br />multilingual content from creation through consumption. <br />The strategy is supported by practices in disciplines such<br />as content management and translation management.<br />The enabling infrastructure for the strategy comprises<br />people, process, and technology.<br />
    16. 16. create<br />manage<br />publish<br />consume<br />localize/<br />translate<br />enrich<br />optimize<br />Language Issues, First Generation<br />
    17. 17. Language Issues<br />More than localization and translation<br />Associated with all processes in the chain between creation and consumption<br />Creating<br />Managing <br />Publishing<br />Consuming<br />Optimizing<br />Enriching<br />
    18. 18. L<br />L<br />L<br />localize/<br />translate<br />L<br />create<br />manage<br />publish<br />consume<br />enrich<br />optimize<br />L<br />Language Issues, Next Generation<br />Language issues bubble up across the content chain<br />
    19. 19. GCVC Maturity Model<br />Aligned<br />Process balance achieved between central and regional operations with enterprise-wide governance, measurement, and continuous improvement based on annual corporate globalization strategies. <br />Collaborative<br />Streamlined content globalization processes in place based on performance metrics and shared language assets between headquarters and regional levels. <br />Operational<br />Functional content globalization processes are in place, but siloed within departments and regions with little to no collaboration. <br />Accepted<br />Repeatable content globalization processes are developed according to project and content application. <br />Aware<br />Reactive headquarters and regional approach to content globalization requirements.<br />Initial/Ad-hoc<br />Defined<br />Managed<br />Repeatable<br />Optimized<br />Labels from the Capability Maturity Model®, Software Engineering Institute at Carnegie Mellon University <br />
    20. 20. Focus 2010: Overcoming Language Afterthought Syndrome <br />Framework:Global Content Value Chain and Maturity Model<br />Five Best Investments: The 2010 Heat Map<br />
    21. 21. Five Hot Investments for 2010<br />Institute cross-functional processes<br />Collaboration as the key opportunity<br />Improve quality at the source<br />Technology-driven governance during content creation<br />Terminology management <br />Pilot translation approaches<br />Automated translation plus human resources<br />Integrate value chain components<br />XML and single-sourcing as key<br />CMS/TMS and automated multilingual publishing<br />Establish metrics<br />Measuring what matters<br />
    22. 22. create<br />localize/translate<br />manage<br />publish<br />consume<br />enrich<br />optimize<br />Gilbane 2010 Heat Map<br />Collaboration<br />Metrics<br />Metrics<br />
    23. 23. Institute Cross-Functional Processes<br />Move content-centric processes outside a single silo through asset sharing and collaboration<br />Examples: techdoc and training, product development and techdoc, customer support and product marketing<br />Benefits also derive from collaboration and asset sharing between headquarters and regions<br />
    24. 24. Institute Cross-Functional Processes<br />Gilbane Group, Multilingual Communications as a Business Imperative<br />
    25. 25. Institute Cross-Functional Processes<br />Eliminate individual afterthought processes that are inconsistent and hard to scale<br />Pushes processes up and across the organization, closer to alignment with business goals and objectives<br />Leverage capabilities, assets, and subject matter expertise  stronger ROI story<br />Mitigate the risk of brand dilution or worse, brand deterioration<br />
    26. 26. Improve Quality at the Source<br />Creating consistent, error-free, conformant content at the point of origin<br />Authoring assistance at content creation to promote localization-ready content<br />Centralized terminology management that defines repeatable words and phrases for monolingual and multilingual authoring<br />
    27. 27. Improve Quality at the Source<br />Approaches in place for standardizing content for localization/translation<br />
    28. 28. Improve Quality at the Source<br />A great first step towards overcoming language afterthought syndrome<br />Systematic standardization at the front end<br />Instead of ad hoc normalization throughout the chain<br />“Ca-ching!” each time someone needs to touch the content<br />Multiple ways to begin building this competency<br />Over 80% consider terminology management key to customer experience and brand management<br />
    29. 29. Pilot Translation Approaches<br />Combining human and machine resources to translate and localize<br />“Hybrid”<br />Human/machine, but also . . . <br />Rules and statistical approaches<br />Post-editing processes and skills<br />A solution to volume and scale<br />Increasing multilingual content volume (75%)<br />Improving service provider throughput (50%)<br />
    30. 30. Pilot Translation Approaches<br />A great example of strategic value of using MT to overcome language afterthought syndrome<br />Reducing cost of post-sales support (50%)<br />Inclusion of translated user-generated content (UGC) in emerging corporate and consumer social computing environments.<br />Clinging to language afterthought syndrome makes effective use of UGC impossible<br />Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains<br />
    31. 31. Process Issues and MT Concerns<br />Process obstacles!<br />Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains<br />
    32. 32. Integrate GCVC Components<br />Integrated and automated processes that connect content management with translation management solutions, authoring environments, and multichannel publishing<br />Reuse processes that extend multi-channel to multi-purpose, enabling consistency across product, web, operational, and enterprise content<br />Possibly the most obvious approach to overcoming language afterthought syndrome<br />But still perceived to be difficult<br />
    33. 33. Integrate GCVC Components<br />70% of respondents find the integration between content management and other applications such as translation management to be difficult at best<br />Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains<br />
    34. 34. Integrate GCVC Components<br />Add structured content (XML) to the mix<br />Proven benefits derived from standards-driven component-level management of content destined for delivery in multiple languages<br />“. . . the added savings and higher quality enabled by coupling DITA <br />content management with translation and terminology management <br />tools. Now our component content strategy enables us to efficiently <br />and flexibly create documentation. . . . Our ability to reuse content <br />reduces time and cost to enter global markets while extending global shelf life.”<br />“By taking advantage of the capabilities DITA and CCM provide, and <br />following basic style guidelines, the writers can focus on developing <br />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.”<br />-- from the FICO case study<br />
    35. 35. Integrate GCVC Components<br />Opportunity: Reduce Publishing Costs<br />Glaring example of costs resulting fromLanguage Afterthought Syndrome<br />“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 <br />requirements for page-formatted product content. The multilingual multiplier is again the culprit. It increases <br />the cost of producing formatted output significantly, <br />remaining a major challenge for many organizations.”<br />Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains<br />
    36. 36. Establish Metrics<br />Understanding where and how global content impacts the business<br />And which investments drive the business to success<br />Capturing performance data that is relevant to the business<br />Technology as an enabler<br />Content analytics and reporting for iterative web site improvement<br />Reuse data from CMS, TMS, translation memories, and terminology management tools<br />Governance for overcoming language afterthought syndrome<br />
    37. 37. Measuring Global Content Value<br />Gilbane Group, Multilingual Product Communications, 2009 <br />
    38. 38. Focus 2010: Overcoming Language Afterthought Syndrome <br />Framework:Global Content Value Chain and Maturity Model<br />Five Best Investments: The 2010 Heat Map<br />Managing Transformation<br />
    39. 39. Creating your own heat map<br />Tools<br />Your GCVC<br />Your place on the maturity model<br />Transformation table/strategy<br />Experience of other users<br />Case studies<br />Conferences<br />User groups<br />Analyst firms<br />
    40. 40. GCVC Maturity Model<br />Aligned<br />Process balance achieved between central and regional operations with enterprise-wide governance, measurement, and continuous improvement based on annual corporate globalization strategies. <br />Collaborative<br />Streamlined content globalization processes in place based on performance metrics and shared language assets between headquarters and regional levels. <br />Operational<br />Functional content globalization processes are in place, but siloed within departments and regions with little to no collaboration. <br />Accepted<br />Repeatable content globalization processes are developed according to project and content application. <br />Aware<br />Reactive headquarters and regional approach to content globalization requirements.<br />Initial/Ad-hoc<br />Defined<br />Managed<br />Repeatable<br />Optimized<br />Labels from the Capability Maturity Model®, Software Engineering Institute at Carnegie Mellon University <br />
    41. 41. Survey Respondents and Maturity<br />Gilbane Group, Multilingual Product Communications, 2009 <br />
    42. 42. Transformation (product content)<br />
    43. 43. Research Sponsors<br />
    44. 44. Content Globalization Practice<br />Content Technologies for IntegratedGlobal Content Value Chains<br />Topic Areas: technologies, services, marketdevelopments, buyer perspectives<br />Clients: vendors, enterprise users, investors<br />User engagements: content strategies, education,technology acquisition support<br />http://gilane.com/globalization<br />2009 Publications<br />Innovation3: The FICO Formula forAgile Global Expansion<br />Borderless Brand Management: The Philips 2010 Vision<br />Multilingual Product Content: Transforming TraditionalPractices to Global Content Value Chains<br />

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