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Localisation Standards – A Competitive Advantage ? Damian Scattergood.

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Presentation on theme: "Localisation Standards – A Competitive Advantage ? Damian Scattergood."— Presentation transcript:

1 Localisation Standards – A Competitive Advantage ? Damian Scattergood

2 STAR Technology Solutions “Only adopt a Standard to gain competitive advantage for your business” Damian Scattergood 2003

3 STAR Technology Solutions Standards Today Producers: Implemented ad hoc: Html 4.x, 5.x, XLIFF 1.0, 1.x. TMX. Large Tool Vendors: Say they do, but implement partially what they want. Smaller Vendors: Implement partially to gain business from others. So everyone is as good/bad. No sustainable advantage.

4 STAR Technology Solutions If standards were cars Great ROI Great acceleration 0-60 rates, will get you there faster. Fuel Consumption is great, much cheaper. Focused on specific functional ‘Value’. So the industry fails to gain any real benefits. We all focus on short term value.

5 STAR Technology Solutions Competitive Advantage Michael Porter on Competitive Advantage The fundamental basis of above average profitability in the long run is sustainable competitive advantage. Two basic types a firm can possess: Low cost. Differentiation. Three Generic Strategies to achieve competitive advantage.

6 STAR Technology Solutions Generic Strategies for Competitive Advantage 1. Cost Leadership 3a. Cost Focus 2. Differentiation 3b. Differentiation Focus Lower CostDifferentiation Broad Target Narrow Target © Micheal Porter Ryanair GE City Jet Aer Lingus

7 STAR Technology Solutions Key to Competitive Advantage Must be sustainable. Must deliver long term measurable results. Must match a specific strategy. Lets look at an example…

8 STAR Technology Solutions Why STAR Choose XML Competitive Strategy: To be most efficient vendor, Delivering Volume translations. Delivering excellent Quality Translation Process at heart of system.

9 STAR Technology Solutions Inside STAR XML : core of system. File Filters create XML Store. XML Delivers… Generic file store Easy Access Secure format Translation Process is same for all (Transit XV) XML Store File Filters

10 STAR Technology Solutions How STAR Maintains Standard New File Types. Create new filter to adapt. XML Store File Filters New Format Process Delivers: Background store the same. Work process the same. So quality remains high. Efficiency as easy to process (scalability) Volume a factor only of capacity.

11 STAR Technology Solutions STAR Competitive Advantage Differentiated Focus Volume Efficiency Complexity Handling (File Filters) Specialised Staff Focus XML Store File Filters Technology costs Not the cheapest Which matches strategy as Porter says.

12 STAR Technology Solutions How do you choose a Standard? TMXXMLXLIFFHTMLTransitTradosCatalystPassoloSDLXVendor Which to choose in a complex world? Standard Tools Vendors TMXMartifXLIFFHTML

13 STAR Technology Solutions How to choose your Standard Decide your Competitive Strategy…

14 STAR Technology Solutions How to choose your Standard Decide your Competitive Strategy… Which shortlists the STANDARD… TMXXMLXLIFFHTML X XLIFF is technically excellent, but does not match my competitive strategy.

15 STAR Technology Solutions A Better Car Sales Approach What is the overall competitive strategy? Do you want to be the fastest producer is the world? (Cheapest, Quality) What are you trying to achieve? Focused on specific Business “Requirement”

16 STAR Technology Solutions How to choose your Standard Decide your Competitive Strategy… Which shortlists the STANDARD… Which shortlists the tools… TransitTradosCatalystPassoloSDLX X X

17 STAR Technology Solutions How to choose your Standard Decide your Competitive Strategy… Which shortlists the STANDARD… Which shortlists the tools… Which shortlists the vendors/translators… Vendor XXX

18 STAR Technology Solutions Your final choice… TMXXMLXLIFFHTML X Vendor XXX TransitTradosCatalystPassoloSDLX X X From the shortlist Select the most cost effective solution

19 STAR Technology Solutions The cost of a standard PMENG Content Producer ENGQA Vendor Trans Translator How do my competitors organize themselves in this space? FTP Improvements: Desired Goal Scalability Consistency Cost Improvements Impacts: New tool Training Process changes Cost impact

20 STAR Technology Solutions Summary Adopt the standard that is right for you… To gain competitive advantage for your business. Decide your competitive strategy. Choose the matching Standard, Tools and Vendors that fit your strategy.

21 STAR Technology Solutions Contact: Star Technology Solutions Ltd., Docklands Innovation Park, 128-130 East Wall Road, Dublin 3 Phone: +353-1-8365614 http://www.star-ts.com Damian.Scattergood@star-ts.com

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