1. Gabriela Contreras, Continental Airlines Yvan Hennecart, SDL
Overcoming Global Brand Challenges While Keeping Consistency in a Multi-Consumer Base
Gabriela Contreras, Continental Airlines
Yvan Hennecart, SDL

2. Continental.com
Continental.com is working to become a global resource for worldwide customers by supporting travel booking in languages and localized content in all POS where Continental Airlines operates flights

3. continental.com IP (Internet Protocol) Recognition
Date and time format
Language based on POS
Local content
Language Box: POS - Country by Language
Target offers and promotions
Offer applicable products and services by POS

4. Cultural Relevant Content
We need to protect Continental’s image and revenue stream and allow customers to enjoy the positive traits of the product
Build customer loyalty and trust
Geo-cultural relevance through products and services
Protect us against potential legal/privacy issues
Potentially sensitive content

5. Translation Process
Author
Source Content
Job creation
Pre-process
Apply TM
Calculate Cost
Machine Translation
Steps in blue are automated Steps in red are supported by technology
Post - Edit
Review
Localized Content
Job delivery
Update TM
Local Content
Local Content

6. Global Branding Tools
SDL WorldServer™ to centralize and automate the localization processes for any content
SDL iMT
Automatic and manual project creation
Ability to block content from being translated
Integration with CMS
Allows publishing of most updated content into languages
Plan and manage budget

7. Local Content

8. SDL Global Infrastructure
Recognized Leader in Global Information Management
Award-winning and profitable company, with long-term financial stability
80%+ of the global translation supply chain use SDL software
1500+ enterprise customers
Publicly traded company with $325m annual revenues
Over 2300 employees in 60 offices across 35 countries
World-leading innovative technology 8

9. Challenges in Managing Global Content
Languages
Vendors
Distribution
Consistency
Terminology
Reuse
Review
Translate Content
Global Customer
Control
Version
Secure
Reuse
Personalize
Central control, local flexibility
Manage Content
On time
In local language
Drives revenue
Improves customer satisfaction
Deliver Content
Create Content
Create and reuse
React to changing environment
Ensure quality at source
Terminology 9 9

10. SDL Mission SDL helps companies engage with their customers
From brand awareness, to sales and after-sales support
Across languages, cultures and channels
We do this by providing technology and services for managing content and language
That offer best-of-breed capabilities
And are flexible, scalable and integrated with your enterprise systems
You can’t engage when you don’t speak the language
You need to be there when they
Identify a need
Search for solutions
Do in-depth research
Get acquainted with their purchase
Have issues with their purchase
strategy ties together the people, the processes and the technologies required to systematically deliver high-quality localized content in an efficient manner

11. Traditional translation breakdown
Quality & Cost
Low
Key information
Mid value information
Perceived low value content and low volume languages
Volume
Translated Content
Un-translated Content
Current methodology for translation leaves a majority of the content unavailable to customers.

12. New traditional translation breakdown
Quality & Cost
Low
Key information
Mid value information
Perceived low value content and low volume languages
Volume
Human Translation
Post edited MT

13. Intelligent Machine Translation
SDL Intelligent Machine Translation
MT Engine Plug in
Term Extraction Translation
Dictionary Encoding
Automated Translation
Post Editing
Quality Check
Source
Translated
Content
SDL Dictionary
Manager
SDL PhraseFinder

14. Best Practices
Technology is at the root of timely and accurate message delivery
Are authors writing content suitable for localization and iMT?
Is automation maximized at each step of the process?
Does technology support your requirements and language set?
Define standards for language assets and centralize them
Translation memories
Terminology
Style guides
These are not static – they must be managed!
Define quality assurance processes and standards
In-country review
Post-production QA
Post mortems
Key performance indicators
People
Technology
Processes

15. Increase ROI with Process Improvement
Manage costs downward through process improvement
Automate
Intelligent application of technology can have a significant impact
Streamline communication and notification between stakeholders
Automate the supply-chain
ERP / order processing integration
Translation management
Integrate with content management
XML, DITA etc.
Eliminate
Eliminate unnecessary steps
Identify & resolve missed steps (testing and QA)
Consolidate
Consolidate vendor strategy
Out-source where it makes sense
Centralized Linguistic Assets
(TMs, Terminology)
Functional testing
Loc-eng & DTP
Logistics & Planning
Quote
(Approval)
Work
Distribution
Linguistic Coordination
Translation
Initial Review
Localization Engineering & DTP
Delivery and notification
Invoicing
Linguistic assets
Workflow and resource management TM
&
Termbase
Updates
Linguistic Asset analysis
Client Review
Linguistic analysis
Back and forth
Linguistic Testing

16. Terminology Management

17. Benefits of Global Information Management
Enhance customer experience
Stimulate loyalty across markets by communicating the relevant information in the language of your customer
Respond to individual preferences in local language
Retain your customers and maintain market share
Ensure consistent branding
Maintain a consistent brand while respecting cultural nuance
Deliver a seamless global experience across all communications
Drive higher revenues through consistent branding
Control costs and accelerate time-to-market
Gain competitive advantage through rapid and flexible deployment of information across target markets
Increase productivity and control costs
Beat your competitors to market and grow market share 17 17

18. Questions