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Copyright © 2008-2010 SDL plc. All rights reserved. SDL Confidential
Bob Manning
Director, Business Consultancy
SDL
Jeremy Harpham
Product Marketing Manager
SDL
Speed the Translation Process with Automation
Language Technology Webinar Series: Strategy #1
Speakers
Jeremy Harpham
Product Marketing Manager
SDL
Jeremy Harpham
Director, Business Consultancy
SDL
Copyright © 2008-2010 SDL plc. All rights reserved. SDL Confidential
Jeremy Harpham
Senior Product Marketing Manager
SDL
What is a TranslationManagement System?
Copyright © 2008-2010 SDL plc. All rights reserved. SDL Confidential
It’s Worth Talking About!
50% reduction in time-to-market for global launches
30% reduction in global content costs
Reduced management overhead by 85%
GIM costs reduced by 40%
Traditional Global Processes:Excessive communication, inconsistencies & cost
DFU
Collate
BCUBruges
BCUSingapore
BCUEindhoven
• Mainstream• Hi-end• DTV + FTV
Sign-off
Create
Commission
Translate Localise
Localise & translate NSO’s
x17
Trade
Consumer
NSO’s
x17
Sign-offContent
DB
AKBS
MDB
Media Ware
P3C
6 months
Product Catalogue Content Process
3 months
5 months
Web Content Process for Catalogue
4 months
4 months = new AKBS 2 months = update AKBS
Regional Marketing
AKBS
Collate
Spain
Sweden
x17
x17x17x17
x17
x17
Over 9,000 communicationsrequired to source content for catalogue
Translation happens twice for the same content
Content takes 4 months to reach the web
Regional marketing act as a ‘post-box’ and are a bottle-neck
Different people are chasing the same content
Only 18% of TV product leaflets get to P3C
Source: Philips presentation at SDL GIM conference, UK, November 2006
The Volumes Involved
0
500
1000
1500
2000
2500
3000
3500
4000
By March By June By September By December
Total Words
02000
40006000
800010000
1200014000
1600018000
20000
By March By June By September By December
Total Words
TranslatedEnglish
French
German
Dutch
Japanese
Web
Online
ORIGINAL V. 1 V. 2 V. 3 V. 4
SharedContent
SharedContent
SharedContent
SharedContent
CO
MP
LEX
ITY
TH
RO
UG
HO
UT M
ULT
IPLE C
HA
NN
ELS
1,000Words
0
10000
20000
30000
40000
50000
60000
By March By June By September By December
Total Words
Translated
MultiChannel
Translation Management Systems
Automate
Collaborate
Centralize
• Centralize assets – translation memories, MT into one place and
drive up reuse
• Reduce the number of manual tasks
• Repeatable and reliable processes
• Across the supply chain• With existing business systems• Integrate with other language technologies for efficiencies
Flexibility to deploy as you want to
Content ManagerDetermines what content requires
translation
Process Start
Content ManagerSends translation
request (email or FTP)
Content ManagerManually extracts
content metadata for localization
Content ManagerManually extracts
content from content store
Loc ManagerReviews translation request / manually gathers content /
sends content
Vendor Loc MgrSends translation
assets to translator (email/FTP)
Vendor Loc MgrPerforms word count analysis and sends
quote
Loc ManagerReviews quote
TranslatorsCollects content to
translate via email or FTP
TranslatorsTranslates content
TranslatorsSend translation
assets to Loc Project Manager
Quote Approved?
Vendor Loc MgrAdjusts / /resends to Loc Manager (email/
FTP)
YES
NO
Pain:Manual extraction of translatable content
Pain:Lack of automation
(integration into content stores)
Loc ManagerUpdates / maintains
Translation Memories (if used)
TranslatorsSaves translation assets in required
encoding
Pain:No ability to
dynamically review in-context (on-line)
Content ManagerReceives/collects translated assets
(email or FTP)
In-country ReviewersReview translated
assets
Content ManagerSends assets/ref
assets to reviewers (email or FTP)
Process End
Pain:Manual gathering of content to localize
Pain:Vendor file analysis
results in excess cost/delays
In-country ReviewrsRetrieves assets (email or FTP)
Pain:Manual gathering of
content to review
Translations Approved
Loc ManagerRetrieves translation
assets from reviewers with status/notes
In-country ReviewersEmails Loc Manager
with approvals or suggested changes
NOContent Manager
Retrieves translation assets
Content ManagerManually inserts
translation assets into content store
Pain:Lack of automation
(integration into content stores)
Pain:Manual retrieving of translation assets
YES
Pain:If changes made
directly to translation assets, TM leverage /
reuse lost
Pain:Increased cost / time due to additional file
analysis and re-translation
Pain:No ability to
dynamically review in-context (on-line)
Pain:Unknown quality / accuracy of TM
leverage,
Pain:Increased costs due to
vendor TM management / lack of insight into TM quality
Company “A” manual steps aided /automated with SDL TMS
Translation Vendor manual steps reduced / eliminated with SDL TMS
Only manual steps expected in translation process
Pain associated with translation process step
Legend
22 Manual Steps
Typical Pre-TMS Translation Workflow
Content is gathered through content store workflow
(CMS, etc) or change detected by TMS
Process Start
Loc ManagerReviews translation request through web
interface for authorization
Vendor Loc MgrApproves translation
request (optional)
In-country ReviewersReview translated
assets
Process End
Translation project automatically
created through defined business
rules
No manual extractions of
content for translation
Translation projects created via TMS APIs
or through TMS monitoring for new/
changed content
Automatic file analysis, filtering,
TM leverage used to calculate translation
cost
Loc Manager does not need to retrieve translation assets or
manually send to translation vendors
Assets for translation
automatically sent to or retrieved by TMS
Content Managers are not required to
package up and send assets for
translation
Assets are automatically filtered and analyzed against existing centralized
TM
Cost analysis preformed against
translation vendor(s) agreed upon cost
model(s)
Vendor Loc Mgr no longer has to do file analysis – reduced
project management costs
TranslatorsTranslates content
TMS provide translation kit with source assets, TM,
Terminology
TMS provides a translation web
interface or allows exports to desktop
translation tools
Real time in-context preview available through TMS web
interface – reduction of errors
Reviewers can dynamically preview
translated assets through web
interface
Reviewers can update translation
through web translation tool –
updates TM
Reviewers need not send assets back to translation vendors for minor updates – can do themselves
No asset retrieval or sending necessary
Centralized TM updated upon final
approval
No need for vendors to manage TMs – reduced project
management costs
Translation assets are generated in
same format as the source assets
Email sent to Content Manager
signifying translation project completion
Translation assets sent to or retrieved
by content store (CMS, etc.)
Minimal required translation process manual steps
Automated translation process steps through SDL TMS
SDL TMS advantages or process improvements
Automatic email notification
Legend
3 (or 4) Manual Steps
Translation Workflow with SDL TMS
SDL Business Case at Intel
Support.intel.com
Source: Intel presentation at SDL GIM conference, UK, March 2007
SDL Business Case at Salesforce.com
Source: Salesforce.com presentation at SDL GIM conference, UK, March 2007
Case Study: Hewlett Packard
Source: HP presentation at SDL conference Sunnyvale Sept 2006
SDL Translation Management
Linguistic Technology
Centralized and scalable… Translation Memory
• Advanced matching algorithms• Enterprise scalability• Support for TMX, XLIFF and other native
TKIT formats
Terminology Database• Actively manage consistency of key
terminology• Supports TBX standard
Machine Translation• Integrate Automated Machine
Translation in your overall process
Linguistic Quality Review• Track type and frequency of translation
issues• Monitor trends
Content Integration
Centralized File Filtering Consistent filtering of source files Support DOC, XLS, PPT, XML, HTML
ASP, JSP, Content authoring formats, others
Content Connectors ECM: Documentum, Lotus Notes WCM: SDL Tridion, Interwoven TeamSite Structured Content: SDL Trisoft DBMS: Oracle, SQL Server
Change Detection Automate submission of translation
projects directly from content repository
Localization Metadata Maintain translation-related metadata and
history
Process Automation
Process Automation Sophisticated Workflow Engine (Automatic
Actions plus Human Actions) Automated Notifications
Project Management Easily track progress of all translation
efforts
Collaboration Formalize review process Enable communication between
translators and reviewers Capture “last minute” updates and
corrections
Business Rules Engine Intuitive, wizard-driven, rules builder – no
programming required
Content ManagerDetermines what content requires
translation
Process Start
Content ManagerSends translation
request (email or FTP)
Content ManagerManually extracts
content metadata for localization
Content ManagerManually extracts
content from content store
Loc ManagerReviews translation request / manually gathers content /
sends content
Vendor Loc MgrSends translation
assets to translator (email/FTP)
Vendor Loc MgrPerforms word count analysis and sends
quote
Loc ManagerReviews quote
TranslatorsCollects content to
translate via email or FTP
TranslatorsTranslates content
TranslatorsSend translation
assets to Loc Project Manager
Quote Approved?
Vendor Loc MgrAdjusts / /resends to Loc Manager (email/
FTP)
YES
NO
Pain:Manual extraction of translatable content
Pain:Lack of automation
(integration into content stores)
Loc ManagerUpdates / maintains
Translation Memories (if used)
TranslatorsSaves translation assets in required
encoding
Pain:No ability to
dynamically review in-context (on-line)
Content ManagerReceives/collects translated assets
(email or FTP)
In-country ReviewersReview translated
assets
Content ManagerSends assets/ref
assets to reviewers (email or FTP)
Process End
Pain:Manual gathering of content to localize
Pain:Vendor file analysis
results in excess cost/delays
In-country ReviewrsRetrieves assets (email or FTP)
Pain:Manual gathering of
content to review
Translations Approved
Loc ManagerRetrieves translation
assets from reviewers with status/notes
In-country ReviewersEmails Loc Manager
with approvals or suggested changes
NOContent Manager
Retrieves translation assets
Content ManagerManually inserts
translation assets into content store
Pain:Lack of automation
(integration into content stores)
Pain:Manual retrieving of translation assets
YES
Pain:If changes made
directly to translation assets, TM leverage /
reuse lost
Pain:Increased cost / time due to additional file
analysis and re-translation
Pain:No ability to
dynamically review in-context (on-line)
Pain:Unknown quality / accuracy of TM
leverage,
Pain:Increased costs due to
vendor TM management / lack of insight into TM quality
Company “A” manual steps aided /automated with SDL TMS
Translation Vendor manual steps reduced / eliminated with SDL TMS
Only manual steps expected in translation process
Pain associated with translation process step
Legend
22 Manual Steps
Typical Pre-TMS Translation Workflow
Content is gathered through content store workflow
(CMS, etc) or change detected by TMS
Process Start
Loc ManagerReviews translation request through web
interface for authorization
Vendor Loc MgrApproves translation
request (optional)
In-country ReviewersReview translated
assets
Process End
Translation project automatically
created through defined business
rules
No manual extractions of
content for translation
Translation projects created via TMS APIs
or through TMS monitoring for new/
changed content
Automatic file analysis, filtering,
TM leverage used to calculate translation
cost
Loc Manager does not need to retrieve translation assets or
manually send to translation vendors
Assets for translation
automatically sent to or retrieved by TMS
Content Managers are not required to
package up and send assets for
translation
Assets are automatically filtered and analyzed against existing centralized
TM
Cost analysis preformed against
translation vendor(s) agreed upon cost
model(s)
Vendor Loc Mgr no longer has to do file analysis – reduced
project management costs
TranslatorsTranslates content
TMS provide translation kit with source assets, TM,
Terminology
TMS provides a translation web
interface or allows exports to desktop
translation tools
Real time in-context preview available through TMS web
interface – reduction of errors
Reviewers can dynamically preview
translated assets through web
interface
Reviewers can update translation
through web translation tool –
updates TM
Reviewers need not send assets back to translation vendors for minor updates – can do themselves
No asset retrieval or sending necessary
Centralized TM updated upon final
approval
No need for vendors to manage TMs – reduced project
management costs
Translation assets are generated in
same format as the source assets
Email sent to Content Manager
signifying translation project completion
Translation assets sent to or retrieved
by content store (CMS, etc.)
Minimal required translation process manual steps
Automated translation process steps through SDL TMS
SDL TMS advantages or process improvements
Automatic email notification
Legend
3 (or 4) Manual Steps
Translation Workflow with SDL TMS
Business Management
Estimation and Tracking Know your translation costs before asking
for quotes
Business Intelligence Out-of-the-box and custom reporting on
any aspect of the translation & localization process
Quote Management Track the status of formal quote requests
Supply Chain Management Effectively manage multiple vendors Utilize internal and external resources
TMTM TM
TM TM
TMTM
Head Office
FrenchGermanPortugueseSpanish
FrenchGermanItalianSpanish
JapaneseChineseKorean
CzechHungarianRussian
Spanish LABrazilianPortuguese
Centralized and Automated Process
ContentStore
R&D
ContentStore
Support
ContentStore
Sales & Marketing
ContentStore
R&D
AgencyAgency Agency Agency Agency
ContentStore
Sales & Marketing
German Office
German
Agency
ContentStore
Sales & Marketing
French Office
French
Agency
GlobalInformation
Management
Translation Management Delivers…
Process Automation Translation throughput is increased and time-to-market reduced by
automating manual processes.
Improved Quality and Consistency Centralized translation memory (TM), terminology and dictionaries ensure
consistency and accuracy across enterprise.
Content Integration Enables access and integration with enterprise content and data from
various sources, including content management systems
Reduced Total Cost Re-use of prior translations, increased throughput, reduced manual costs
Management Visibility Real-time reporting of translation performance metrics for continuous
process improvement.
Companies That Get This Right..
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 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 competitors to market and grow market share
Copyright © 2008-2010 SDL plc. All rights reserved. SDL Confidential
To ask a question, use the Q&A panel in the right hand corner of your screen.
Questions?
More Information….
SDL Translation Management Systems: Product Information: www.sdl.com/en/products/translation-management/ Gilbane Research: 6 Ways to Convince Execs on the Value of Translation
Management: www.sdl.com/gim-justification Case Studies: www.sdl.com/knowledgecenter
Language Technology Webinar Series: www.sdl.com/en/sites/lt-summer-webinars/Thursday’s from 11:00-11:30am EDT
Strategy #2. Improve Translation Productivity by Sharing
Strategy #3. Making Automated & Crowd Translation Work for You
Strategy #4. Style & Global Branding Best Practices
Strategy #5. Adapt & Localize Software for Global Markets
Connect with Us: [email protected]
@sdltechnologies Executive Forum: Strategies for Managing Global Information