Overcoming Language Afterthought Syndrome Mary Laplante Senior Analyst, Gilbane Group © 2009 Gilbane Group, Inc. All rights reserved.

http://gilbane.com

HP Multilingual Content Impact Fiscal 2008 net $118.4 B 68% of revenue outside of US = $80.5 B 90% of sales based on content, not on touching product $74.45 B

http://gilbane.com Cisco Multilingual Content Impact Fiscal 2008 $39.5 B 47% of sales outside of US = $18.5 B

http://gilbane.com “The road to globalization, it seems, is paved in words.” - Damien Joseph, Business Week, Oct 2 2009, “White House Challenges Translation Industry to Innovate”

http://gilbane.com Road Hazards Time to market delays Inefficiencies due to redundant translations Content that should be reusable but isn’t High customer support costs due to mediocre quality of translated product content Time and money to retrofit translated content to meet regulatory requirements Maxed out language capability, constrained by non- scalable globalization infrastructures Inconsistent and out-of-synch multichannel communications Mysterious localization and translation costs

http://gilbane.com Time to market delays Inefficiencies due to redundant translations Content that should be reusable but isn’t High customer support costs due to mediocre quality of translated product content Time and money to retrofit translated content to meet regulatory requirements Maxed out language capability, constrained by non-scalable globalization infrastructures Inconsistent and out-of-synch multichannel communications Mysterious localization and translation costs Language afterthought syndrome A pattern of treating language requirements as secondary considerations within content strategies and solutions.

http://gilbane.com This Presentation Implications of language afterthought syndrome Why it’s troublesome A strategic view of language issues Overcoming the syndrome Global content value chains Models for transformation Roadmaps

http://gilbane.com Multilingual Product Content Market forces reshaping global content practices Obstacles and challenges The global content value chain (GCVC) for product content State of adoption Best practices CGVC Maturity Model Company profiles Transforming Traditional Practices Into Global Content Value Chains

http://gilbane.com Study Findings Include... “Progress towards overcoming language afterthought syndrome. We see slow but steady adoption of content globalization strategies, practices and infrastructures that position language requirements as integral to end-to-end solutions rather than as ancillary post-processes.” Gilbane Group, Multilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains

http://gilbane.com Time to market delays Inefficiencies due to redundant translations Content that should be reusable but isn’t High customer support costs due to mediocre quality of translated product content Time and money to retrofit translated content to meet regulatory requirements Maxed out language capability, constrained by non-scalable globalization infrastructures Inconsistent and out-of-synch multichannel communications Mysterious localization and translation costs Language afterthought syndrome A pattern of treating language requirements as secondary considerations within content strategies and solutions.

http://gilbane.com Language Issues More than localization and translation Associated with all processes in the chain between creation and consumption Creating Managing Publishing Consuming Optimizing Enriching

Market Context: Why the Syndrome is Troublesome

http://gilbane.com 2009 Trends Forcing Change Shifting world economies Contracting and expanding regions Managing tension between innovation and fiscal responsibility All functions, all levels Evolving basis of competitive advantage Not just products and services but also Customer Experience Brand Process know-how

http://gilbane.com Megatrends Are Reshaping Content Practices 2009 Shifting Global Economies Tension Between Innovation and Fiscal Responsibility Evolving Basis of Competitive Advantage Customer experience Brand Process know-how Content agility Content measurability Content utility Content consistency Content agnosticism

http://gilbane.com Contemporary Content Expectations Traditional practices no longer align with new basis for competitive advantage Built on years of experience developing content to compete on the basis of product Demand for solutions that meet contemporary content expectations Companies can no longer afford the luxury of language afterthought syndrome

http://gilbane.com Mary’s Favorite Datapoint Gilbane Group, Multilingual Product Communications, 2009 ROI from Investments in Globalizing Product Content

Market Context Global Content Value Chain Concept Content Instances

http://gilbane.com Multilingual Communications as a Business Imperative Market forces driving change Obstacles and challenges Emergence of the Global Content Value Chain State of adoption Best (and worst) practices Company profiles

http://gilbane.com create localize/ translate enrich managepublishconsume optimize Global Content Value Chain The Global Content Value Chain is a strategy for moving multilingual content from creation through consumption. The strategy is supported by practices in disciplines such as content management and translation management. The enabling infrastructure for the strategy comprises people, process, and technology.

http://gilbane.com Value Attributes of Multilingual Content Content characteristics that can be enhanced

http://gilbane.com Value Chain for Product Content People Tech writers, Engineers, SMEs, Linguists Customer support, Professional services Process Multi-channel publishing Granular content management Technology XML Authoring/DITA Machine translation Knowledge bases create localize/ translate enrich manage publishconsume optimize

http://gilbane.com Value Chain for Brand Content People Marketing, brand, and product managers Web content managers and developers Process Template-driven design Multivariant testing Digital media management Search engine optimization Technology Web analytics and optimization create localize/ translate enrich managepublishconsume optimize

http://gilbane.com create localize/ translate enrich managepublishconsume optimize Language Issues, First Generation

http://gilbane.com create localize/ translate enrich managepublishconsume optimize Language Issues, Next Generation L L L L Language issues bubble up across the content chain

Market Context Global Content Value Chain Overcoming the Syndrome Insights into the Cures

http://gilbane.com Gilbane Survey Population Mid- and senior-level managers (“operational champions”) Operations in more than 150 countries Africa, Asia Pacific, Europe, Latin America, North America Automotive, consumer goods, high tech, industrial equipment, life sciences and medical devices 50% produce multilingual content in over 20 languages Well-established deployments 58% “web first, print second”

http://gilbane.com Evidence in the Research Authoring assistance at content creation to promote localization-ready content. Centralized terminology management that defines repeatable words and phrases for monolingual and multilingual authoring. Reuse processes that extend the definition of multichannel to multi-purpose, enabling consistency across product, web, operational, and enterprise content. Higher levels of collaboration among cross-departmental and regional content stakeholders to mitigate the risk of brand dilution or worse, brand deterioration. Integrated and automated processes that connect content management with translation management solutions, authoring environments, and multichannel publishing. Content analytics and reporting for iterative web site improvement. Inclusion of translated user-generated content (UGC) in emerging corporate and consumer social computing environments.

http://gilbane.com 2009 Business Objectives at Companies Delivering Product Content Gilbane Group, Multilingual Product Communications, 2009

http://gilbane.com Supporting Business Objectives Gilbane Group, Multilingual Product Communications, 2009

http://gilbane.com Create/Localize Integration Approaches in place for standardizing content for localization/translation

http://gilbane.com Terminology Management 82% of respondents have a terminology management system in place, whether a formal database or Excel- driven glossaries Over 80% consider terminology management key to customer experience, brand management, and quality and consistency

http://gilbane.com Manage/Localize Integration 70% of respondents find the integration between content management and other applications such as translation management to be difficult at best

http://gilbane.com Multilingual/Channel Publishing “Based on qualitative evidence from the research and on Gilbane’s experience in the market, we see that companies are still struggling with desktop publishing in order to meet requirements for page-formatted product content. The multilingual multiplier is again the culprit. It increases the cost of producing formatted output significantly, remaining a major challenge for many organizations.” Gilbane Group, Multilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains

The Evolving Service Provider Services Perceived as High-Value Gilbane Group, Multilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains

Market Context Global Content Value Chain Overcoming the Syndrome Roadmap: GCVC Maturity Model

http://gilbane.com Why a GCVC Maturity Model? “... how to begin a rigorous, organized plan for bringing the GCVC to life within your organization, or expanding its reach if you already have a GCVC in place.” Proven framework derived from the Software Engineering Institute at Carnegie Mellon University (1986) Five levels of sequential development, defining organizational state in terms of competencies, capabilities, and best practices

http://gilbane.com Initial/Ad-hocDefinedManaged Optimized Repeatable Aware Operational Collaborative Aligned Accepted Reactive headquarters and regional approach to content globalization requirements. Repeatable content globalization processes are developed according to project and content application. Functional content globalization processes are in place, but siloed within departments and regions with little to no collaboration. Streamlined content globalization processes in place based on performance metrics and shared language assets between headquarters and regional levels. Process balance achieved between central and regional operations with enterprise- wide governance, measurement, and continuous improvement based on annual corporate globalization strategies. Labels from the Capability Maturity Model®, Software Engineering Institute at Carnegie Mellon University GCVC Maturity Model

http://gilbane.com Aware Operational Collaborative Aligned Accepted Defining the Stages Capabilities Competencies Best Practices

http://gilbane.com Using the Maturity Model A mechanism for evaluating your company’s current situation deciding where you need to go to align with top- line business objectives understanding which factors are most critical to moving to that new state driving conversations with stakeholders People and strategy as well as process improvements Why manage? Top-line business benefits that the organization is realizing as a result of managing the maturity of its GCVC

http://gilbane.com Gilbane Group Analyst and consulting firm focused on content technologies and their application to high-value business solutions Practice Areas: Enterprise search, Collaboration, Content Globalization, Digital publishing, Web content management, XML content and technologies http://gilbane.com

Content Globalization Practice The intersection of content and localization/translation management Topic Areas: technologies, services, market developments, buyer perspectives Clients: vendors, enterprise users, investors User engagements: content strategies, education, technology acquisition support http://gilane.com/globalization 2009 Publications Innovation 3 : The FICO Formula for Agile Global Expansion Borderless Brand Management: The Philips 2010 Vision Multilingual Product Content: Transforming Traditional Practices to Global Content Value Chains

http://gilbane.com Research Sponsors

http://gilbane.com Thanks Mary Laplante Vice President, Senior Analyst mary@gilbane.com mary@gilbane.com twitter: marylaplante Gilbane Boston 1 – 3 December 2010 Research and Publications Multilingual Marketing and Brand Content: Web Experience and the Global Content Value Chain Practitioner Profiles Localization World Silicon Valley 20-22 October Overcoming Language Afterthought Syndrome

Overcoming Language Afterthought Syndrome Mary Laplante Senior Analyst, Gilbane Group © 2009 Gilbane Group, Inc. All rights reserved.

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Overcoming Language Afterthought Syndrome Mary Laplante Senior Analyst, Gilbane Group © 2009 Gilbane Group, Inc. All rights reserved.

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