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Copyright © 2005 by Common Sense Advisory, Inc. All rights reserved. Insight for global market leaders Beyond Global Websites: Aligning Business & Technology.

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Presentation on theme: "Copyright © 2005 by Common Sense Advisory, Inc. All rights reserved. Insight for global market leaders Beyond Global Websites: Aligning Business & Technology."— Presentation transcript:

1 Copyright © 2005 by Common Sense Advisory, Inc. All rights reserved. Insight for global market leaders Beyond Global Websites: Aligning Business & Technology Renato Beninatto Common Sense Advisory, Inc.

2 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Theme of today’s presentation A “translation strategy” does not make lasting business sense. Global organizations need a “transformational strategy” to manage translation, localization, and other marketing and infrastructural changes.

3 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Agenda A brief history of multilingual communication A discussion of how globally targeted information often gets pigeonholed An introduction to the global content value chain and its requirements What best practices, tools, and services support the creation, modification, use, and management of content for multiple international markets

4 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. In the beginning communication was limited to the task at hand…

5 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Society led to more communication; more communication led to Babel

6 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. And to today’s torrent of information in a wide array of languages and forms

7 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Business challenge Align business needs with technology. Understand how you transform content and thus add value to information. This requires thinking about content more broadly than you do now: –Content is any digitized information – text, image, video, SQL, script, application code, or metadata – that conveys meaning or represents value in interactions or transactions

8 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. The global content value chain …and repeat this process ad infinitum for multiple business units across multiple enterprises around the world with different consumables, participants, sources, destinations… Take something from here On disk On paper In your head At corporate In the field... …and put it over here… Whatever form is required

9 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Global business mandates tailoring information to market needs Local credibility: National markets Complex: Convergent applications Scalable: 24x7 across 24 time zones

10 Documentation FAQ Updates Online Applications (e.g., eBay and Web Services Global Single StaticVolatile Market Scope Volatility Printed Marketing Materials Instant Messaging Chat Support Catalog Changes CRM Business Intelligence Online Help Brochures Owner’s Guides Maintenance Guides Pocket Guides Training Materials Financial Information News Competitive Analyses

11 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc.

12 Basic home page Code & Content: Full range of help including search, FAQs Text, Images, & Code: Deeper content about the company, its products, vision, successes, and partners Code: Content-rich transactions and other advanced interactions, such as downloads, guided self-service, calculator, configurator, and shopping cart Who is this organization? What does it do? How can you contact it?  Increasing appeal and effectiveness  Best experience More compelling Interactive Minimum ante

13 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Next-generation applications require transformed content iDrive Navigation Fly by wire Stability Manumatic HVAC

14 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Strings: User-visible text Debug statements Messages SQL queries Code-centric operations: Character sets Currencies Calendars Numbers Visual presentation. Code and content are intertwined: code-content convergence

15 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Global 24x7 = the new scalability challenge Formal Reports Customer Service Marketing Products

16 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. User’s Guide – RotoTech Stent Rehabilitator User’s Guide – RotoTech Stent Rehabilitator Engineering Specification – RotoTech Stent Rehabilitator Engineering Specification – RotoTech Stent Rehabilitator Uživatelská Příručka – RotoTech Stent Rehabilitator Uživatelská Příručka – RotoTech Stent Rehabilitator +ISO9000 audit +Compliance check +Spell-check +Proper terminology +Editorial review +Specialist review +Format for publication +Convert to XML +Store in repository +Revise for one-plus +Engineering process +Specialist review +Cross-check with industry requirements +Competitive review +Schedule review +Process review Workflow Tasks What doc people and translators think their job is Service Guide – RotoTech Stent Rehabilitator Service Guide – RotoTech Stent Rehabilitator +Translation into Czech +Quality review +Local market review +Format for A4 +ISO9000 audit Online Help for RotoTech Stent Rehabilitator +Formatting for online +Less text +Step-wise examples +More graphics +Editorial review +Adaptation for technical service staff +New text from engineering group +Specialist review +Editorial review

17 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. User’s Guide – RotoTech Stent Rehabilitator User’s Guide – RotoTech Stent Rehabilitator Engineering Specification – RotoTech Stent Rehabilitator Engineering Specification – RotoTech Stent Rehabilitator Uživatelská Příručka – RotoTech Stent Rehabilitator Uživatelská Příručka – RotoTech Stent Rehabilitator Service Guide – RotoTech Stent Rehabilitator Service Guide – RotoTech Stent Rehabilitator Online Help for RotoTech Stent Rehabilitator Compliance + Usability = Sellability New market New venue New audience How management understands the global content value chain

18 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Think outside the traditional document and translation paradigm Effective authoring Marketing transformation Engineering remediation System optimization

19 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Effective authoring Clear, understandable text to avoid the GIGO (“garbage in, garbage out”) syndrome. Quality source Content that is ready for re-purposing, translation, and use in other formats, markets, and devices. Transform-ready Compliance with style guides and termbases, monitoring, and reporting. Measurable

20 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. User’s Guide – RotoTech Stent Rehabilitato r User’s Guide – RotoTech Stent Rehabilitato r Authoring Tool Coding Tool Writing Environment Spell-Check Grammar Check Controlled Language Check Automated Tools Controlled Language Prescribed Language Author: Start with solid source

21 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Marketing transformations Tailored delivery of content depending on medium or if online, ranging from time- or click-actuated differences to profile-driven personalization. Customization Modification of content dependent on ideolect of target audience, such as the same info tailored to service manual or owner’s manual. Speech Register Modification of content to meet expectations of different cultural enclaves, such as changes to reflect cultural or religious differences. Ethnicity Translation into whatever language make sense for global market development. Language

22 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. User’s Guide – RotoTech Stent Rehabilitator User’s Guide – RotoTech Stent Rehabilitator Uživatelská Příručka – RotoTech Stent Rehabilitator Uživatelská Příručka – RotoTech Stent Rehabilitator Translation Memory Terminology Repository Transform: Adapt content to user and market needs

23 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Application remediation File type and storage structure changes such as RTF to HTML; HTML to XML; WordPerfect to Word; SQL to Excel; SGML to CMS. File Type Scheduled broadcast of data in different formats for uses such as demand chain, supply chain, online help, or intranet portal. Syndication Summarization or abbreviation of text from a full- screen browser application to a cell phone’s small screen to in-car telematics. Form Factor Changes in information required by different currency, payment, measures or other market- specific business issues and practices. Locale Logistics Added features or modifications required by regulatory bodies (e.g., privacy statements or EU-mandated disclosures for distance selling). Regulatory

24 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Prepare Systems for Global Content Internationalization Adapt Systems to Market Needs Localization Test Resulting Applications Testing RotoTech Application and User Interface Code Locale- Independent & Localized RotoTech Application and User Interface Code UK English Fix: Remediate infrastructure and applications

25 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Management imperatives Create information life cycle solutions with the same attention to design, performance, and scalability traditionally reserved for transactions. Rigor Extend reliability, availability, scalability, and security (RAS 2 ) concerns to a 24 x 7 x 365 x global context. Reliability Religiously set metrics and measure them to determine the intrinsic value of source code and content, and their transformations. Return on investment

26 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Translation Workflow Management Conversions Translation Memories Glossaries Editing Review Testing Quality Enterprise Project Management ERP integration Human Resource External Agencies Communications Risk Vendor Management Portfolio Management Translation Project Management Invoicing Account management Client interactions Vendor management Basic Project Management Integration Scope Time and Cost Human Resource Communications User’s Guide – RotoTech Stent Rehabilitator User’s Guide – RotoTech Stent Rehabilitator Uživatelská Příručka – RotoTech Stent Rehabilitator Uživatelská Příručka – RotoTech Stent Rehabilitator Optimize: Manage projects

27 Cui bono? SetObjectives Manage Measure Discover Establish KPIs

28 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Metrics: Quantify revenue and share growth Revenue: –Boost profitability of international operations –Increase revenue from existing markets –Acquire revenue from new markets Share: –Grab share from competitors –Own a segment (e.g., midrange products) –Enlarge client base in existing markets –Protect share in existing markets Market entry: –Accelerate time to market for new products –Meet regulatory requirements

29 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Metrics: Improve customer service Work harder to quantify: Boost lifetime value of a customer Improve customer loyalty Increase customer retention Reduce cost through localized self-service Establish competitive service levels Support business buyers with localized service Decrease liability through more effective communication Lower administrative and transaction costs

30 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Metrics: Enhance branding Improve brand awareness Increase brand value regionally or internationally Manage brand better and more efficiently across markets Associate brand with local culture

31 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Conclusions Global content value chain unlocks value for other markets Organizations need to think about transforming content in many ways, not just translating Focus of global marketing, corporate learning, and knowledge management – and systems that support them

32 C O M M O N S E N S E A D V I S O R Y, I N C. Copyright © 2005 by Common Sense Advisory, Inc. Thank you. Renato Beninatto “Beggars at the Globalization Banquet” “Real World Enterprise” “Beyond Global Websites”


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