1. Localizing global websites during corporate change
Session #AL9 , April 15, 2016
Akihiko Suzuki
and
Kathryn Hendricksen

2. Presenters Akihiko Suzuki Kathryn Hendricksen
Business Development Manager, HPE ACG (Applications & Content Globalization), Enterprise Services
HPE Japan
Senior Manager, HPE Globalization
HPE WW Marketing and Communications
Based in Houston, Texas

3. Discussion topics 1 2 3 4 5 6 HPE ACG Overview HP Company Split
HPE Marketing – Web Globalization 4
What We Learned 5
Local Impact 6
Next Steps

4. HPE ACG Overview

5. HPE ACG is a global services team
Delivering to internal and external customers worldwide
Specializing in
Translation
Rich Media
eLearning

6. HPE ACG: 25+ years supporting our global enterprise
Technical support documentation for consumer and business technology
Marketing support for global communications such as HPE.com
eLearning support for consumer, technical, partner and vendor training
Internal document support services for proposals, spec docs, legal, etc.

7. HP company split

8. It was the right time
After transforming, HP was in a position of strength to separate
Confident
Improved credibility with customers, investors, and employees
Enhanced channel relationships with industry leading programs and tools
Inspired workforce and management teams
Strong foundation
Rebuilt financial foundation – stronger balance sheet, predictable performance
Right leadership team
Robust innovation pipeline
Speed
Agility to respond to evolving market conditions and customer demands
Concentrated and distinctive responses for each of the new companies

9. Two new companies Independent, publicly traded, Fortune 50 #1 #1-2 #4
Hewlett Packard Enterprise Meg Whitman, President and CEO
HP Inc. Dion Weisler, President and CEO
Revenue mix(1) 
Enterprise Group
48%
Enterprise Services
39%
Software 7%
Financial Services 6% 
Personal Systems
60%
Printing
40%
Financial metrics(1)
Revenue $57.6B
Operating Profit $6.1B
Operating Margin 10.5%
Revenue $57.3B
Operating Profit $5.5B
Operating Margin 9.5%
Market positions
in Servers2 #1
in several Software categories9
#1-2
in Storage5 #4
in Networking3
in Services4 #2
in Commercial PCs6
in Consumer PCs6
in Inkjet7
in LaserJet7
in Graphics10 #1 #2
in Private Cloud8
Leader
Source: (1) Based on publicly reported last 12 months from Q1 fiscal 2014 to Q4 fiscal 2014 revenue and OP after allocating Corp. Unallocated costs; (2) CQ2’14 IDC WW Quarterly Server Tracker (3) CQ2’14 Dell ‘Oro WW Tracker (4) CQ4’13 IDC WW IT Services Tracker (5) CQ2’14 IDC WW External Disk Tracker; (6) CQ2’14 IDC WW PC Tracker(7) CQ2’14 IDC WW HCP Tracker (8) Forrester – Forrester Wave November 2013 (9) Gartner MQ leader in: Information Archiving, Structured Data Archiving, eDiscovery, Web Content Management, Enterprise Content Management, Enterprise Search, Customer Communications Management (10) CQ2’14 IDC WW Large Format & Digital Press Trackers

10. HPE Marketing Web Globalization

11. Focus areas of Global Marketing
Develop the new brand and bring it to life
Launch Hewlett Packard Enterprise with new campaigns, concepts, solutions
Provide a new platform and customer experience for HPE.com
Translate content to drive new brand awareness into regions and countries
Ensure no business disruption

12. HPE.com milestones Timeline Launched 80 new pages 10 languages 2014
2015
2016
Oct
Company split announced
Jun
First L10N Sprint
Nov 1, “Day 1”
8 languages launched
Jan
2 other languages launched
Ongoing – Transition more content from previous platform to AEM
Early 2015
Adobe Experience Manager (AEM) – chosen as new HPE.com platform
Aug 1
Operational cutover
Feb
Sync translated content with EN
Mar 1
Transition from 3rd-party management to internal HPE.com

13. HPE.com timeline Workstream April May June July August September
5/10: IT Integration
Testing
9/1: Internal Beta
11/1: Day One Launch
Workstream
April
May
June
July
August
September
October
Design Sprints
Development Sprints
Content & Design Asset Sprints
Content Publishing
Analytics
Globalization
UAT, Training, Deployment & Launch
Design Sprint #1 (4/6 – 4/24)
Design Sprint #2 (4/27 – 5/15)
Design Sprint #3 (5/18 – 6/5)
Dev Sprint #2 (5/18 – 6/5)
Content Outline Sprint #3 (5/18 – 6/5)
Copy & Design Assets Sprint #1(5/18 – 6/5)
Publishing Sprint #1 (5/18 – 6/5)
Design Sprint #4 (6/8 – 6/26)
Design Sprint #5
(6/29 – 7/17)
Design Sprint #6 (7/20 – 8/7)
Usability Testing
Visual Style Guide
Dev Sprint #0 (4/6 – 4/24)
Dev Sprint #1 (4/27 – 5/15)
Dev Sprint #3 (6/8 – 6/26)
Dev Sprint #4
(6/29 – 7/17)
Dev Sprint #5 (7/20 – 8/7)
Dev Sprint #6 (8/10 – 8/28)
Content Outline Sprint #1 (4/6 – 4/24)
Content Outline Sprint #2 (4/27 – 5/15)
Content Outline Sprint #4 (6/8 – 6/26)
Content Outline Sprint #5
(6/29 – 7/17)
Content Outline Sprint #6 (7/20 – 8/7)
Copy & Design Assets Sprint #1 (4/27 – 5/15)
Copy & Design Assets Sprint #1 (6/8 – 6/26)
Copy & Design Assets Sprint #3
(6/29 – 7/17)
Copy & Design Assets Sprint #4 (7/20 – 8/7)
Copy & Design Assets Sprint #5
(8/10 – 8/28)
Publishing Sprint #2 (6/8 – 6/26)
Publishing Sprint #3 (6/29 – 7/17)
Publishing Sprint #4 (7/20 – 8/7)
Publishing Sprint #5
(8/10 – 8/28)
Publishing Sprint #6 (8/31 – 9/18)
Final Content Publishing & Content Updates
Configuration of Analytics Tool & Reporting
Regular Analytics Reporting & Analysis
Globalization Sprint #1 (6/8 – 6/26)
Globalization Sprint #2 (6/29 – 7/17)
Globalization Sprint #3 (7/20 – 8/7)
Globalization Sprint #4
(8/10 – 8/28)
Globalization Sprint #5 (8/31 – 9/18)
Globalization Sprint #6 (9/21 – 10/9)
CMS Training Documentation
Stabilization & Full Systems Testing
Internal
Site Beta
(US & Global)
Site Updates from Beta
Full Launch UAT
Full Launch Training
QA Test Plan
UAT Plan
Full Launch Deploy
Launch & Deployment Plan
Performance Test Plan
& Scripts
Performance Test #1
Performance Test #2
Performance Test #3
= RF Driven Activity
= HPE Driven Activity

14. Hewlett Packard Enterprise
A new company to help you go further, faster
A true partnership where collaborative people, empowering technology and transformative ideas accelerate change.
Accelerating innovation
Accelerating transformation
Accelerating value
Accelerating possibilities

15. Globalization challenges
Terms and phrases that were difficult to translate
“Tomorrow belongs to the fast”
“Composable infrastructure”
“Idea Economy”
“Accelerating Next”
“Killer apps”
“Fluid pools of compute”
“Innovation velocity of the cloud giants”
“HPE Synergy”
“Content-aware experiences”
“Frictionless IT”
“Free-range workforce”

16. Screenshots of HPE.com landing page
English
Japanese

17. What We Learned

18. Global lessons learned
Globalization requirements should be factored into technology decisions
TMS integration had not been factored into the planning
Keep the content simple, but not abstract
Glossary development is needed prior to translation
Country marketing teams need bandwidth to assist
Existing localization strategy provided strong foundation
Level of awareness raised for critical nature of localization

19. Global Process Improvement
Engaging with the new platform
Writer
Staging Workflow
TMS
CMS
Translator
Prj Mgr
reference
Reviewer
User
Staging Server
Live Server

20. Customer feedback summary 60 minute interviews conducted in-person in each country
Category
Comments
Strengths
Look and Feel: Quality aesthetics enforced positive brand image
Product Menu Organization: Categories and subcategories were intuitive and encouraged exploration
Opportunities
Language Translation: Some translation caused navigation issues and contributed to international users’ sense they were not HPE’s target audience
Sample factors – an over-abundance of what was perceived as abstract marketing and excessive use of text
Regionalism: Many users were disappointed with site content that was not specific enough to their regional needs
Recommendations
Replicate product menu format on category pages
Improve translation of words and key phrases, particularly brand slogans
Include region-specific content such as case studies, data sheets, and company contact information

21. Local Impact - Japan

22. Goals of JA Web Marketing
Communicate the HPE global strategy
Global Strategy
Along with the HPE Japan business
Timely Publishing
Contents Localization
Align with the product release

23. Web localization strategy
Japan Marketing
Aug 1 as Japan entity,
Nov 1 (“Day 1”) as global
2 Milestones
2 Workstreams
Separated process
Legacy Housekeeping & new content
New Platform
Prioritizing contents
CMS migration

24. Timeline for JA Transition
2014
2015
2016
Oct
Company split announced
Early 2015
AEM and ClayTablet communication
Jun
First L10N Sprint
Aug 1
Japanese launched
Ongoing
Transition more content from previous platform to AEM
WStream 1
Legacy 1
New 1
JA unique
Nov 1, “Day 1”
Global launched
WStream 2
Legacy 2
New 2
NO unique JA content allowed
Feb
Sync translated content with EN

25. Global L10N Process Business Unit Global Marketing Local Marketing
Local BUs: In Country Review
Business Unit
Global BU: Send L10N request
TMS
Staging Svr
Global Marketing
Kickoff L10N Prj
Go Live
CMS
CMS
Live Server
Content Mgt
Content Mgt
Local Marketing
TMS
TMS
Staging Svr
Staging Svr
L10N Ops Team (ACG)
Translation and Edit
TM Mgt
TMS
Staging Svr
TMS

26. Communication Marketing HPE ACG US JPN Marketing Manager
Account Manager
Global PM
Global PM US
Vendor
JPN
Marketing Manager
Local PM
Local BU
Account Manager
Operation
Strategy
Language

27. ICR vs. Translation Criteria examples to focus Criteria
In Country Review
Translation
Translation accuracy
Not main focus
Main focus
Terminology
Check as Business Unit and common in industry
Refer shared glossary
Marketing Language (Transcreation)
Main focus. Rewrite for more attractive messages
Mostly not. Try to keep original meaning.
Local Business Situation
Sometimes remove information of the product not selling in local NA
Correct Link
Check URL
Culture
Usage of JA characters, carriage return, etc.
Same aspects of terminology

28. T9N Mgt Challenges Minimize re-writing/revisions for target languages
Prepare translators in advance
Refer to the staging server frequently
Reviewed text sometimes does not match the source language in the TM, so be careful when recycling content

29. ICR Challenges Need adequate TAT
Review criteria as business point of view
Confirm content is suitable for local business
Align with the local product release to local
Use terms consistently – same as BU/ industry
Verify specs and data are correct
Edit in TMS - Referring to the staging server takes time

30. Keys for effective T9N
Improve translation quality to reduce ICR workload
100% matches may need quick review (TM is not “perfect” for recycling)
Send “comments” to ICR reviewers
Terminology may change when a new product is released

31. Next Steps

32. Next Steps Tasks Global Marketing Local Marketing HPE ACG support
Scheduling
Share schedule globally and well in advance
Inform ICR reviewers early
Assign dedicated resources
Content quality
Use global English, TM, glossary, and style guide
Keep terms “best suited” to the market
Agree on adequate level of quality/ customization
Process optimization
Continue to tweak process and strike balance between global and local
Communication
Have clear roles & responsibilities, ownership of initiatives. More global and local communication

33. Accelerating possibilities

34. Thank you!