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Why Localization Standards Matter, Even if You Think They Don’t

Why Localization Standards Matter, Even if You Think They Don’t. Localization World Silicon Valley 11 October 2011. Imagine a world without standards. Session Agenda. Experts. Session goals. Entice  Interest in understanding Educate  Awareness of issues and possibilities

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Why Localization Standards Matter, Even if You Think They Don’t

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  1. Why Localization Standards Matter, Even if You Think They Don’t Localization World Silicon Valley11 October 2011

  2. Imagine a world without standards

  3. Session Agenda

  4. Experts

  5. Session goals Entice  Interest in understanding Educate  Awareness of issues and possibilities Encourage  Insight into local applicability Engage  Impact on global business performance

  6. We will not . . . • Pass judgment on what standards are good or bad. • We suggest a free market approach. • Preach about which standards are most important. • Pain points vary widely. • Argue about approaches • Panelists are happy to pick up discussions for those who are interested. • Attempt to sort out overlapping initiatives. • See “free market approach” above.

  7. Business Impact Why organizations care

  8. Business maladies

  9. Language afterthought syndrome • 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 content • Time and money to retrofit translated content to meet regulatory requirements • Time and money to deliver content for incompatible consumer devices • Maxed out language capability, constrained by non-scalable globalization infrastructures • Inconsistent and out-of-synch multichannel communications • Mysterious localization and translation costs Multilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains, Gilbane Group, 2009 Outsell’s Gilbane Services

  10. Standards as a pain reliever Obstacles to improving content globalization practices Multilingual Marketing Content: Growing International Business with Global Content Value Chains,February 2011, Outsell’s Gilbane Services

  11. Standards as a pain reliever Obstacles to improving content globalization practices Multilingual Marketing Content: Growing International Business with Global Content Value Chains,February 2011, Outsell’s Gilbane Services

  12. Global Content Value Chain Strategy  Practices  Infrastructure (People, Process, Technology) Create Localize and Translate Manageand Store Publishand Deliver Consume and Contribute Impact Audience engagement Core ContentFunctions Customer satisfaction Market expansion Content-Driven Business Value Enrich with Metadata Revenuegrowth Competencies Optimize Profit increases Risk management Collaborate Brand consistency Multilingual Marketing Content: Growing International Business with Global Content Value Chains,February 2011, Outsell’s Gilbane Services Measure and Improve

  13. One standard, multiple impacts “A new localization/translation strategy could leverage the principles behind product and content componentization and deliver its own innovation in parallel. Just as [management] knew that component content management (CCM) would be key to handling the level of reuse complexity within the planned DITA library, [the localization manager] knew it could also help alleviate the pain of the ‘multilingual multiplier’ – the phenomenon of financial impact due solely to the cost of delivering content in another language. Some source topics would need to be translated to all languages, some to just a portion; in all, each topic could be translated into two to 20 languages. Without an integrated approach to translation management within the proposed CCM, the environment would simply not scale for global growth.” -- The FICO Formula for Agile Global Expansion, Gilbane Group, 2009

  14. Standards Players Who cares

  15. Participants (partial) • Siemens • IBM • Tektronix • Cisco • Alcatel-Lucent • Dell • Microsoft • Adobe • HP • Intel • Nokia • Fuji/Xerox • Oracle • Nikon • SONY • Yahoo • Rockwell Automation • Trend Micro

  16. Standards Scope What they care about

  17. Questions for the panel?

  18. Open standard, what does that mean? Open Open-open has full open source reference implementation May still produce “world class” standards but in fact Proprietary

  19. IP Policy 1 Patrick says:

  20. IP Policy 2 David says:

  21. IP Policy 3 Even if Patrick is right

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