Localizing global websites during corporate change

1. Localizing global websitesduring corporate change Session#AL9 , April 15, 2016 Akihiko Suzuki and Kathryn Hendricksen

2. Presenters Kathryn Hendricksen Akihiko Suzuki Business Development Manager, HPE ACG (Applications & Content Globalization), Enterprise Services HPE Japan • Senior Manager, HPE Globalization • HPE WW Marketing and Communications • Based in Houston, Texas

3. Discussion topics 1 HPE ACG Overview 2 HP Company Split 3 HPE Marketing – Web Globalization What We Learned 4 6 Next Steps 5 Local Impact

4. HPE ACG Overview

5. HPEACGis a global services team Delivering to internal and external customers worldwide Specializing in Translation Rich Media eLearning

6. HPE ACG: 25+ years supporting our global enterprise Technical support documentation for consumer and business technology Marketing support for global communications such as HPE.com eLearning support for consumer, technical, partner and vendor training Internal document support services for proposals, spec docs, legal, etc.

7. HP company split

8. It was the right time After transforming, HP was in a position of strength to separate Confident • Improved credibility with customers, investors, and employees • Enhanced channel relationships with industry leading programs and tools • Inspired workforce and management teams Strong foundation • Rebuilt financial foundation – stronger balance sheet, predictable performance • Right leadership team • Robust innovation pipeline Speed • Agility to respond to evolving market conditions and customer demands • Concentrated and distinctive responses for each of the new companies

9. Two new companies Independent, publicly traded, Fortune 50 Hewlett Packard EnterpriseMeg Whitman, President and CEO HP Inc.Dion Weisler, President and CEO • Revenue mix(1) • Financial metrics(1) Revenue$57.6B Operating Profit$6.1B Operating Margin10.5% Revenue$57.3B Operating Profit$5.5B Operating Margin9.5% Market positions in Commercial PCs6 in Consumer PCs6 #1 #2 in several Software categories9 in Servers2 #1 #1-2 in Inkjet7 in LaserJet7 in Services4 #2 Leader in Private Cloud8 in Graphics10 in Networking3 in Storage5 #4 Source: (1) Based on publicly reported last 12 months from Q1 fiscal 2014 to Q4 fiscal 2014 revenue and OP after allocating Corp. Unallocated costs; (2) CQ2’14 IDC WW Quarterly Server Tracker (3) CQ2’14 Dell ‘Oro WW Tracker (4) CQ4’13 IDC WW IT Services Tracker (5) CQ2’14 IDC WW External Disk Tracker; (6) CQ2’14 IDC WW PC Tracker(7) CQ2’14 IDC WW HCP Tracker (8) Forrester – Forrester Wave November 2013 (9) Gartner MQ leader in: Information Archiving, Structured Data Archiving, eDiscovery, Web Content Management, Enterprise Content Management, Enterprise Search, Customer Communications Management (10) CQ2’14 IDC WW Large Format & Digital Press Trackers

10. HPE Marketing Web Globalization

11. Focus areas of Global Marketing Develop the new brand and bring it to life Launch Hewlett Packard Enterprise with new campaigns, concepts, solutions Provide a new platform and customer experience for HPE.com Translate content to drive new brand awareness into regions and countries Ensure no business disruption

12. HPE.com milestones Timeline Launched 80 new pages 10 languages 2014 2015 2016 Ongoing – Transition more content from previous platform to AEM Nov 1, “Day 1” 8 languages launched Oct Company split announced Jan 2 other languages launched Jun First L10N Sprint Aug 1 Operational cutover Early 2015 Adobe Experience Manager (AEM) – chosen as new HPE.com platform Feb Sync translated content with EN Mar 1 Transition from 3rd-party management to internal HPE.com

13. HPE.com timeline Design Sprint #3(5/18 – 6/5) 11/1: Day One Launch 5/10: IT Integration Testing 9/1: Internal Beta Design Sprint #5 (6/29 – 7/17) Design Sprint #6(7/20 – 8/7) Design Sprint #1(4/6 – 4/24) Design Sprint #4(6/8 – 6/26) Design Sprint #2(4/27 – 5/15) Dev Sprint #2(5/18 – 6/5) Usability Testing Visual Style Guide Content Outline Sprint #3(5/18 – 6/5) Dev Sprint #4 (6/29 – 7/17) Dev Sprint #5(7/20 – 8/7) Dev Sprint #6(8/10 – 8/28) Dev Sprint #3(6/8 – 6/26) Dev Sprint #1(4/27 – 5/15) Dev Sprint #0(4/6 – 4/24) Copy & Design Assets Sprint #1(5/18 – 6/5) Content Outline Sprint #5 (6/29 – 7/17) Content Outline Sprint #6(7/20 – 8/7) Content Outline Sprint #4(6/8 – 6/26) Content Outline Sprint #2(4/27 – 5/15) Content Outline Sprint #1(4/6 – 4/24) Copy & Design Assets Sprint #3 (6/29 – 7/17) Copy & Design Assets Sprint #4(7/20 – 8/7) Copy & Design Assets Sprint #5 (8/10 – 8/28) Copy & Design Assets Sprint #1(6/8 – 6/26) Copy & Design Assets Sprint #1(4/27 – 5/15) Publishing Sprint #1(5/18 – 6/5) Publishing Sprint #6(8/31 – 9/18) Final Content Publishing & Content Updates Publishing Sprint #5 (8/10 – 8/28) Publishing Sprint #3(6/29 – 7/17) Publishing Sprint #4(7/20 – 8/7) Publishing Sprint #2(6/8 – 6/26) Configuration of Analytics Tool & Reporting Regular Analytics Reporting & Analysis Globalization Sprint #5(8/31 – 9/18) Globalization Sprint #4 (8/10 – 8/28) Globalization Sprint #6(9/21 – 10/9) Globalization Sprint #2(6/29 – 7/17) Globalization Sprint #3(7/20 – 8/7) Globalization Sprint #1(6/8 – 6/26) Site Updates from Beta Full Launch UAT Stabilization & Full Systems Testing Internal Site Beta (US & Global) CMS Training Documentation Full Launch Training QA Test Plan UAT Plan Full Launch Deploy Launch & Deployment Plan Performance Test #1 Performance Test #2 Performance Test Plan & Scripts Performance Test #3 = HPE Driven Activity = RF Driven Activity

14. Hewlett Packard Enterprise A new company to help you go further, faster A true partnership where collaborative people, empowering technology and transformative ideas accelerate change. Accelerating innovation Accelerating transformation Accelerating value Accelerating possibilities

15. Globalization challenges Terms and phrases that were difficult to translate “Tomorrow belongs to the fast” “Composable infrastructure” “Idea Economy” “Accelerating Next” “Killer apps” “Fluid pools of compute” “Innovation velocity of the cloud giants” “HPE Synergy” “Content-aware experiences” “Frictionless IT” “Free-range workforce”

16. Screenshots of HPE.com landing page English Japanese

17. What We Learned

18. Global lessons learned • Globalization requirements should be factored into technology decisions • TMS integration had not been factored into the planning • Keep the content simple, but not abstract • Glossary development is needed prior to translation • Country marketing teams need bandwidth to assist • Existing localization strategy provided strong foundation • Level of awareness raised for critical nature of localization

19. Global Process Improvement Engaging with the new platform Staging Workflow Writer TMS CMS Translator reference Prj Mgr Reviewer User Staging Server Live Server

20. Customer feedback summary 60 minute interviews conducted in-person in each country

21. Local Impact - Japan

22. Goals of JA Web Marketing Global Strategy Communicate the HPE global strategy Along with the HPE Japan business Timely Publishing Contents Localization Align with the product release

23. Web localization strategy Japan Marketing Aug 1 as Japan entity, Nov 1 (“Day 1”) as global 2Milestones 2Workstreams Separated process LegacyHousekeeping & new content New Platform Prioritizing contents CMS migration

24. Timeline for JA Transition 2014 2015 2016 Jun First L10N Sprint Aug 1 Japanese launched Ongoing Transition more content from previous platform to AEM Oct Company split announced Early 2015 AEM and ClayTablet communication WStream 1 • Legacy 1 • New 1 • JA unique Nov 1, “Day 1” Global launched WStream 2 Feb Sync translated content with EN • Legacy 2 • New 2 • NO unique JA content allowed

25. Global L10N Process Local BUs: In Country Review Business Unit Global BU: Send L10N request TMS Staging Svr Go Live Kickoff L10N Prj Global Marketing CMS CMS Live Server Content Mgt Content Mgt Local Marketing TMS TMS Staging Svr Staging Svr L10N Ops Team (ACG) Translation and Edit TM Mgt TMS TMS Staging Svr

26. Communication Marketing HPE ACG Account Manager Marketing Manager Global PM Global PM US Vendor JPN Marketing Manager Local PM Account Manager Local BU Language Operation Strategy

27. ICR vs. Translation • Criteria examples to focus

28. T9N Mgt Challenges Minimize re-writing/revisions for target languages Prepare translators in advance Refer to the staging server frequently Reviewed text sometimes does not match the source language in the TM, so be careful when recycling content

29. ICR Challenges Need adequate TAT Review criteria as business point of view • Confirm content is suitable for local business • Align with the local product release to local • Use terms consistently – same as BU/ industry • Verify specs and data are correct Edit in TMS - Referring to the staging server takes time

30. Keys for effective T9N Improve translation quality to reduce ICR workload 100% matches may need quick review (TM is not “perfect” for recycling) Send “comments” to ICR reviewers Terminology may change when a new product is released

31. Next Steps

32. Next Steps

33. Accelerating possibilities

34. Thank you!