Lava con2014 Kinetic, Mangaing the Translation Process a Peek Behind the Curtain. An overview of the Enterprise's headaches on doing translations. Business intelligence helps a process to simplify the tasks, take control and establish vendor performance ratings to improve quality, reduce costs and get to market quicker.

1. Managing the Translation
Process:
A Peek Behind the Curtain
Presented by
Scott Carothers

2. Today’s Agenda
Where’s the problems/concerns?
Why are translations a ‘black spend’?
(Typical process)
Optimized process
Where’s the money & the savings?
Q & A

3. • Quality
• Speed to market
• Budget
• Content
The Headache
Translation Concerns

4. • Translations decentralized
• No enterprise-wide Translation Memory or
workflow process
• Inconsistent pricing
The Headache
Current Enterprise Problems

5. Translate This!
D) $46 billion & growing at an annual rate of 12.5%
How Big is the Translation Industry?
A) $7 billion
B) $14 billion
C) $21 billion
D) $46 billion
Source: Common Sense Advisory

6. Departments Requiring Translations
Marketing
Legal
HR
IT
Quality Assurance
Engineering
Customer Service
Product Development

7. Technical documentation/product manuals
Website localization - eCommerce
Legal – compliance & regulatory, contracts
Product development & marketing materials
HR – training & policy documents
Where are Translations Needed?

8. How many countries are you in?
How many products are offered to those countries?
How many languages are required?
Your Translation Spend
Let’s do the math…

9. Your Translation Spend
Product Type: Average Pages/Product
Products Languages
Words per
Page
Average Per
Word Cost Marketing Tech Docs Contracts Total Spend
Consumer
Retail Products 50 15 250 $0.23 8 50 30
$345,000 $2,156,250 $25,875 $2,527,125
Industrial
Products 25 15 250 $0.23 8 300 30
$172,500 $6,468,750 $25,875 $6,667,125
Complex
Industrial
Products 1 15 250 $0.23 1922
$1,657,725

10. $1 spent on translations gains $40-$400 in international
revenue*
40% of customers more likely to buy when in their native
language*
Your products gain credibility
What is the ROI on Translations?
*Source: Common Sense Advisory

11. Translate This!
How many Languages do you need to translate to
cover 92% of the world’s GDP?
C) 15 Languages cover 92 % of
the world’s GDP producers!
A) 15
B) 27
C) 64
D) 93
Source: Common Sense Advisory

12. Source: Common Sense Advisory
92% of Worlds GDP Producers

13. • Quality
• Speed to market
• Budget
• Content
Translation Concerns

14. The ‘Old School’ Translation Approach
No uniform, centralized process
Inconsistent pricing
Seller’s market
No vendor validation or ratings

15. No budgetary accountability
Few vendors, often just one
Tied to a vendor’s technology
Vendor controlling Your Intellectual Property (IP)
No vendor validation or ratings
Major Management RISKS

17. Translations are a Black Spend
Tucked away as hidden costs in each department

18. How many Language Service Providers (LSPs)
are in the industry?
D) 28,000 - translations are a commodity!
A) 7,000
B) 14,000
C) 21,000
D) 28,000
Source: Common Sense Advisory
Translate This!

19. How many certified translation professionals are in
the industry?
D) 500,000+ worldwide
Translate This!
A) 150,000
B) 250,000
C) 400,000
D) 500,000
Source: Common Sense Advisory

20. Globalization – the international integration of your
products
Translation - the transformation of text from one
language to another
Localization - adding cultural nuances
Internationalization - the process
of preparing your files for translation
and localization
Industry Terms

21. Translation Memory (TM) - stores previous translations
for future use (biggest savings opportunity)
Language Pairs - stored in your TM, 2 words/phrases
Word Matches (100% & ‘fuzzy’ matches) - words in a
new project that match previously approved translations to
varying degrees
MT - Machine Translation: Google Translate, etc.
Industry Terms

29. Take Control

30. •Always leverage intellectual property
•Greater quality & consistency
•Faster time to new markets
•Continuously increasing savings
Best Practices
Centralize & Maximize your Translation Memory

31. • 24-33% savings average 1st
year
• 40% second year
• Above 50% in third year
Potential Savings
Where’s the Money?
20
30
40
50
Year 1 Year 2 Year 3
% Savings

32. ACTUAL TM Savings
Example: 150,000 word manual (English to Spanish)
Average translation rate: 1,500 words/day = 100 days
Average translation word rate $0.23 = $34,500
Centralized TM will typically produce a 40% match rate
Now = 60 days
Now = $20,700
Cost savings: 40% / $13,800
Time savings: 40% / 40 days

33. •Centralized process makes everyone work more
efficiently for additional time savings
•Aggregate your volume to make Buyer’s market
•Output is more consistent
Best Practices
Centralize your Process & Workflows

34. •Data on each vendor reveals quality, pricing and delivery
performance
•Choose the best vendor for every job
Best Practices
Vendor Performance Ratings

35. •Aggregate metrics across all users & vendors
•Negotiate from strength
•Know the costs before vendor selection
•Plan & budget based on real numbers
Best Practices
Vendor-Independent Business Metrics

36. Best Practices Dashboard

37. •Deal exclusively with approved vendors
•Don’t upload proprietary info to the cloud
•Don’t have your distributors translate
Best Practices
Always Control YOUR Intellectual Property

38. •$46 Billion industry
•28,000 LSP’s
•500,000 Certified Translators
Bid it out!
Best Practices
Aggregate Volume Creates a Buyer’s Market!
Printing is also a
Commodity!
$72 Billion Industry
with 25,100 Printers

39. Best Practices
Automate as Much as Possible

40. Yes or No:
If a contract is written & executed in English,
is it valid in a foreign speaking court room?
No, only the translated version will be relied upon
Translate This!

41. Case Study

56. • 24-33% savings average 1st
year
• 40% second year
• Above 50% in third year
Potential Savings
Where’s the Money?
20
30
40
50
Year 1 Year 2 Year 3
% Savings

57. •Centralize TM  Fully Leverage your IP
•Uniform Process  Enterprise-Wide Adoption & Use
•Full Transparency  Financial Accountability
•Ad hoc Pricing  Total Volume Pricing
•Vendor Reliant  Vendor Independent
•Metrics  Vendor Performance Ratings
Best Practices Summary
Eliminate the Risks

58. With a translation process in place
•Controlling TMs improves brand consistencies
•Establishing a process, workflows, glossaries and term
bases improves brand consistencies
•More transparency in automated communications
improves brand consistencies
Improving the Outcomes

59. Scott Carothers
Senior Globalization Executive
Kinetic theTechnologyAgency
Scott@theTechnologyAgency.com
502.719.9565
Q & A