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Collision or Convergence? Managing the Intersection of Content and Translation Management Systems. 8 June 2010. Presented in collaboration with …. Gilbane San Francisco 2010 “Breaking Down the Silo: Improving Global Content Value Chains by Collaborating Across Departments. - PowerPoint PPT Presentation
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Collision or Convergence?Managing the Intersection of Content and Translation
Management Systems
8 June 2010
Presented in collaboration with …
Gilbane San Francisco 2010“Breaking Down the Silo: Improving Global Content Value
Chains by Collaborating Across Departments
Research by the Gilbane Group indicates that leading practitioners of content globalization have recognized that standalone, “stovepipe” technologies and processes simply cannot keep pace with prospect and customer demand for relevant content in multiple languages. These companies understand that while content management and translation management systems deliver benefits as standalone technologies, they are reaching – or have reached – the limits of what they can deliver in their own right. What’s more, there is growing recognition that they will deliver exponential impact when they are integrated into a holistic CMS/TMS solution. The business benefits of connecting content repositories with translation management systems include cost reductions through maximized reuse, brand protection through standardized terminology, increased efficiencies through automation, and stronger governance and process improvement through visibility and control.
What is much less clear is how to actually design, deploy, and manage integrated solutions that deliver these benefits to a global enterprise. In this session, experts from different domains related to CMS/TMS integration discuss the key issues and provide guidance and insight that will enable attendees to avoid collision and proactively manage convergence.
Collide or converge?
Content and asset sharing
No
18%
Yes - informal, collaboration
guidelines with manual file
sharing
50%
Yes - formal, governance with
technology-driven workflow
32%
Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains
Managing CMS/TMS Convergence
Market forces and business drivers
Process Issues
Integration Issues
Benefits to global customers
Getting started and advice
Questions and wrap-up
Experts
Noz UrbinaSenior ConsultantMekon
Sukumar MunshiHead of Key Account ManagementAcross Systems
Fred HollowoodDirector of Research and DeploymentSymantec Corporation
Scope Assumes understanding of content
management and translation management systems
Assumes that the case for integration has been made
A look at one instance of integration . . . There are others
Infrastructures comprise people, process, and technology
Cursory introduction
Market forces and business drivers
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
Cost of ancillary post-processes 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.
Five key investments for 2010
1. Improve quality at the source2. Pilot translation approaches3. Integrate value chain components4. Institute cross-functional processes5. Establish metrics
Target objective: addressing Language Afterthought Syndrome
Gilbane 2010 Heat Map
createlocalize/translate
enrich
manage publish consume
optimize
Cross-functional collaboration
Metrics
Five key investments in content globalization
Global Content Value Chain (GCVC)
Integration on the heat map?
Integration is the key to automation Automation is a “first principle” of eliminating
afterthought syndrome Making language integral to end-to-end-processes
comprising the value chain Content management, translation management solutions,
authoring environments, multichannel publishing, analytics tied to content consumption
Beyond technology integration . . .
Integrate technology and processes across the value chain
Integrate GCVC components
Proven benefits derived from standards-driven component-level management of content destined for delivery in multiple languages
“. . . the added savings and higher quality enabled by coupling DITA content management with translation and terminology management tools. Now our component content strategy enables us to efficiently and flexibly create documentation. . . . Our ability to reuse content reduces time and cost to enter global markets while extending global shelf life.”
-- from the FICO case study
Integrate content through XML-basedreuse across the value chain
Integrate GCVC components
Multilingual multiplier as a glaring example of afterthought syndrome
“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
Integration of content and language managementsystems with dynamic publishing engines
Why invest in the effort?
Year 1 Year 2 Year 3 Year 4 Year 5 5 Year TotalCurrent Process Costs
(No XML) $2,153,176 $2,268,621 $2,446,475 $2,664,736 $2,864,164 $8,479,736
Costs with SDL Technology and XML $1,486,524 $1,310,518 $932,887 $996,315 $1,053,671 $5,779,915
Total Savings with SDLTechnology and XML $666,652 $958,102 $1,513,588 $1,668,421 $1,810,493 $6,617,256
NPV $5,098,754
Projected Globalization Costs/ Savingswith SDL Technology and XML
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
Year 1 Year 2 Year 3 Year 4 Year 5
Current Process Costs(No XML)
Costs with SDL Technologyand XML
Gilbane Group, The FICO Formula for Agile Global Expansion, 2009
Obstacles to sharing
18%
15%
15%
13%
39%
Siloed departmentalinitiatives and processes
Varied perspectives on styleguides; little governance
Department/division specifictechnologies
Converting content from oneformat to another/varied tools
Overall corporate culture
Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains
Organizational value
“We implemented structured content authoring, automated
desktop publishing, and interoperability with our content
management system, translation technology, and services.
The result was a savings of over $900 per document and
reduction of translation time by five days.”
Gilbane Group, Multilingual Communications as a BusinessImperative: Why Organizations Need to Optimize Their
Global Content Value Chains
Process issues
~ Founded in 1990 / Started in 2000~ Technology independent~ Specialist in document-centric business
processes~ Supplier of consultancy, system integration,
training and development services~ Global client-base
Mekon (& Noz Urbina) overview
More understanding, Effective solutions
In order to provide an effective solution, one must first understand the problem in the full context of the clients’ business process, problems and future strategy.
Our philosophy
Agenda
~ Collision or convergence:– Thank you!
~ Traditional process types~ Target process types~ Implications
Manual Administration
Traditional Process
File System
DOCUMENT
DOCUMENT
DOCUMENT
DOCUMENT
DOCUMENT
DOCUMENT
UnstructuredAuthoring
Creation-timeFormatting
UnstructuredAuthoring
WWW
Web Formatting
Localisation + Formatting
PrintFormatting
Localisation + Formatting
Localisation + Formatting
Review
Reuse by
duplicationAccess!
4 product 9 supporting 5 output 5 EU 900 variants document types channels languages outputs
Install Guide
RepairManual
User Guide
TrainingManual
Product Data Sheet
CustomerSupportMaterial
Packaging Product Brochure
ProductRange Catalogue
CD ROM
ExternalWWW
Intranet
Product Platform
Product
VARIANT 1
Product
VARIANT 3
Product
VARIANT 2
Product
VARIANT 4
The Problem - MultiplicityCustomer- or machine-specific?
Addressing the problem
– Use componentized content with metadata, update shared components centrally, and distribute automatically
– Manage version differences by locale or audience– Author content without formatting and apply formatting at publish-time
– Translate only items that have changed, not entire documents or sections– Review with sections or items that have changed highlighted as actually needing new attention
– Finding all changes
– Copy and pasting updates across all versions– Re-Formatting for different output formats (web/print/CD/etc.)
– Re-Translating because it’s unclear exactly which items have been updated
– Repeatedly reviewing the same core content because some parts have changed
~ From pain points to solutions
Optimization: Target ProcessPlan / Write
Check / Manage
CCMS
…in multiple formats
…out to multiple audiences
Oth
er?
Cu
sto
mers
Serv
ices
Ap
plicati
on
s
Use multiple times
DeliveryEngine
SMEs RA/QA
Translate
TMS
…and back again!
Review more smoothly
New!New!
New!New!
New!New!
New!New!
New!New!
New!New!
Implications
~ The business case is a no brainer– Closer to sim-ship + 30% content de-duplication + 70% DTP
savings internally + 100% DTP savings in localisation + less admin & QA costs
~ Without XML the numbers are different, but still compelling
~ Tech is easy, but “process change = cultural change”*– Information architecture, legacy content strategy, topic-based
review, planning writing for reuse, releasing formatting, collaboration…
– Professionally authored content or SME-sourced?– Culture change can only happen so fast
~ Context – can your process deliver it?– Reuse and conditional text (in XML or not) complicates context– Reuse needs controlled terminology, language and style– Costs can initially go up
~ Discussions with RA/QA, Reviewers~ PLM integration
*Emma Hamer, Hamer and Associates
Integration issues
„While the benefits of automation and integration are accepted, many pitfalls remain unknown until you have your first project.“
„Combining both the CMS and the TMS world seems a natural consequence, but the benefit of a CMS feature can be a disadvantage for the TMS based localization process.“
„It is key to understand both the CMS and TMS requirements from a business, process and technology point of view.“
„In the quest of best support for the supply chain and the humans working on it, the authoring, technology and translation stakeholders should talk, ideally before the solution is finally designed.“
• What is the granularity of content that is productive for both authors and translators?
• Where best to integrate the review process?
• How can Auhtoring support translation processes better?
• The authoring side is not designed with translation in mind.
• Reuse benefits are rated higher than the performance and productivity of the complete supply chain
Projections into the intersection CMS/TMS
• How do authoring and translation process interrelate?
• How does a sound end-to-end process look like?
• How should both content creation and translation processes be organized to be mutually beneficial?
• Authoring eats into the translation and therefore the publishing deadlines
• Updates become a challenge even with or because technology is supporting
• Publishing mechanisms are often not shared for process participants
• Has technology been checked wether it its configured best to a harmonic integration?
• Is technology applied to a sufficient degree, not to make the feature of the first the nightmare of the second?
• Technical integrity of the files after translation may evolve into showstopper.
• Insufficient integration creates more work than before, especially with increasing granularity of content.
• Troubleshooting becomes undoable without technology support
Business Processes Technology
Intersection lopic list (non exhaustive) Content granularity (high)
less context Low productivity
Content export for translation Exporting only the „delta“ Metadata: „translate =
yes/no“ Export granularity Context export
Content locking on checkout Publication mechanisms
locked too Authoring impacted
Import requirements: technical validation
Publishing requirements Context, preview
Automation & Integration (types) Cold (import / export file
format) Warm (automated FTP,
watchfolder, catalog files) Hot (API integration) Pre- and postprocessing
Metadata management GUID Routing Translate or not Project status
Integration options More CMS, 3rd party
systems Terminology Authoring Support
Example: CMS translation report / export
Decide what to send See status of translations Tree based selection Automation
Deeper integration – CMS queries TMS
CMS queries TMS Project types Resources Schedules
Settings Delta Send source Send context Test export Localization friendly
formatting
Context On Demand
Conclusions Adoption of an end-to-end view on the supply chain is important get
it right from the start or to adress issues.
Resources productivity depend on the right technology setup on both sides.
Deeper integration between CMS and TMS delivers substantial options for greater productivity, when business, process and technology aspects are taken into cosideration equally.
While an agreed granularity level would be ideal for both authors and translators, the reality is different. Extrawork or automation is needed to reconstruct context or processable units with technology on the translation side.
The needs of the user, source content design and technology options should be weighed against each other and selected with care.
Benefits to global customers
39
Content Across the Enterprise
Fred HollowoodDirector R&D
Localization World Berlin 2010
Connect Customers to the Enterprise
Localization World Berlin 2010 40
Authoring
Customers
Localization World Berlin 2010 41
• Global– Diverse
– Busy
– Connected
– Educated
– Sophisticated
– Multi-cultural
– Influential
– Promoters/Neutral/Detractors
– Net Promoter Score www.theultimatequestion.com
Authoring
• Influences– Proximity
– Tradition
– Education
• Processes– Custom and practice
• Awareness– Enterprise feedback mechanisms
• Technologies– Authoring, controlled language, CMS, terminology, publishing systems,
PDFs, podcasts, multimedia, posters, events
Localization World Berlin 2010 42
Translation
Localization World Berlin 2010 43
• Influences– Globally dispersed
– Tradition
– Education
• Processes– Custom and practice
• Awareness– Enterprise query mechanisms
• Technologies– TM, MT, controlled language, GMS/TMS, terminology, publishing systems,
PDFs, podcasts, multimedia
Publishing
• Influences– Centralised
– Global reach
– Technology
• Processes– Workflow driven
• Awareness– Regional market feedback
• Technologies– Web services, publishing systems, PDFs, podcasts, multimedia, search,
Localization World Berlin 2010 44
Information System
Localization World Berlin 2010 45
The newest breed of security risks includes adware and spyware, which can take control of computers without user permission or knowledge. Search (Precision; Recall)
Topics
The newest breed of security risks includes adware and spyware,
which can take control of computers without user permission or
knowledge.
NN NNNNNNAdj VB
Readability/Comprehensibility
metadata
Content models
Example Content model – Administrator’s Guide
Localization World Berlin 2010 46
Purpose (Administrator’s Guide) Deliverable structure (Book)• Provides users who are
responsible for the network, or specific areas of network security, with enough information to configure the solution, optimize performance, perform key tasks, and maintain the Solution
• Serves as a companion to an Installation Guide
• Contains the portion of an Implementation Guide that remains after installation has been moved into a separate guide
• Title page• Copyright, License, Warranty• Service and support• TOC• Key tasks (1-n)• Appendixes• Index
Task topics
Concept topics
Boiler plate
Reference topics
Example Metadata
Localization World Berlin 2010 47
Purpose Attribute: Possible values• Audience
segmentation• Segment own
products and versions• Segment 3rd party
products and versions
• Intended audience: user / admin / dba• Products and versions: vcs_all / sfrac_all /
sfm_1.0• 3rd party products: oracle_all / oracle_10g /
db2_all
Relationships: Customer and Enterprise
Localization World Berlin 2010 48
comm
unity
Customer Care
DevelopmentInformation
DevelopmentCustomer
Content Development Style and Purpose
Localization World Berlin 2010 49
Information Development Content• Pre-determined, highly structured, searchable• Describes general cases, reflects product design• Stored in deliverables (books/help) and databases
Customer Care Content• Reactive, searchable• Case specific• Stored in Databases
Community Generated Content• Reactive, unstructured• Case specific• Perishable
Translation Technology
Localization World Berlin 2010 50
Traditional Translation• Variable cost• Quality tried and tested• Supported with TM technology
Machine Translation• Fast, cost-effective• Domain specific• Requires post-editing for “high brand material”
Community Collaboration (Translation)• Product power-user driven, lightly tooled, individual• Not usually a trained translator• Target specific
Localisation Opportunity by Content type
Localization World Berlin 2010
Information Development Content
Customer Care Content
Community Generated Content
Community Translation
Machine Translation
Traditional Translation
51
Put “How to” topics on the web
Localization World Berlin 2010 52
Over 10 Million web hits
Connect Customers with Global Content
Localization World Berlin 2010 53
Inform
Assist
Cultivate
Getting started and advice
Collaboration:Institute cross-functional processes
Functions: techdoc, training, product development, customer support , product marketing
Eliminate individual afterthought processes that are inconsistent and hard to scale
Pushes processes up and across the organization, closer to alignment with business goals and objectives
Leverage capabilities, assets, and subject matter expertise stronger ROI story
Benefits also derive from collaboration and asset sharing Between headquarters and regions With service providers With partners like digital agencies
Move content-centric processes outside a single silothrough asset sharing and collaboration
Barriers to Cross-Functional Processes
0%
5%
10%
15%
20%
25%Lack of collaboration
Inconsistent terminology
Other (see below )
Lack of w orkflow integration
Single-sourcing to mutliplechannels
Synchronizingsource/translated content
Lack of project costing/mgmt
Content conversion/exchange
Quality
Conflicting prioritiesLack of mgmt education/visibilityLack of formal processesLack of resources
Other =
Gilbane Group, Multilingual Communications as a Business Imperative
Thanks and contact us
Fred Hollowoodfhollowood@symantec.com
Sukumar Munshismunshi@across.net
Noz Urbinanoz.urbina@mekon.com
Mary Laplantemary@gilbane.com
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