Collision or Convergence? Managing the Intersection of Content and Translation Management Systems

1. Collision or Convergence?Managing the Intersection of Content and Translation Management Systems 8 June 2010

2. Presented in collaboration with … Gilbane San Francisco 2010 “Breaking Down the Silo: Improving Global Content Value Chains by Collaborating Across Departments

4. Collide or converge? 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.

5. Content and asset sharing Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains

6. Managing CMS/TMS Convergence

7. Experts • Noz UrbinaSenior ConsultantMekon • Sukumar MunshiHead of Key Account ManagementAcross Systems • Fred HollowoodDirector of Research and DeploymentSymantec Corporation

8. 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

9. Market forces and business drivers

10. 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

11. 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 syndromeA pattern of treating language requirements as secondary considerations within content strategies and solutions.

12. Five key investments for 2010 • Improve quality at the source • Pilot translation approaches • Integrate value chain components • Institute cross-functional processes • Establish metrics Target objective: addressing Language Afterthought Syndrome

13. create localize/translate manage publish consume enrich optimize Gilbane 2010 Heat Map Five key investments in content globalization Cross-functional collaboration Metrics Global Content Value Chain (GCVC)

14. 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

15. Integrate GCVC components • Proven benefits derived from standards-driven component-level management of content destined for delivery in multiple languages Integrate content through XML-basedreuse across the value chain “. . . 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

16. Integrate GCVC components • Multilingual multiplier as a glaring example of afterthought syndrome Integration of content and language managementsystems with dynamic publishing engines “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

17. Why invest in the effort? Gilbane Group, The FICO Formula for Agile Global Expansion, 2009

18. Obstacles to sharing Gilbane Group, Multilingual Product Content:Transforming Traditional Practices Into Global Content Value Chains

19. Organizational value “We implemented structured content authoring, automateddesktop publishing, and interoperability with our content management system, translation technology, and services. The result was a savings of over $900 per document andreduction of translation time by five days.” Gilbane Group, Multilingual Communications as a BusinessImperative: Why Organizations Need to Optimize TheirGlobal Content Value Chains

20. Process issues

21. Mekon (& Noz Urbina) overview • 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

22. Our philosophy 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.

23. Agenda • Collision or convergence: • Thank you! • Traditional process types • Target process types • Implications

24. Reuse by duplication Traditional Process Access!

25. The Problem - Multiplicity Customer- or machine-specific?

26. Addressing the problem • From pain points to solutions • Use componentized content with metadata, update shared components centrally, and distribute automatically • Finding all changes • Manage version differences by locale or audience • Copy and pasting updates across all versions • Author content without formatting and apply formatting at publish-time • Re-Formatting for different output formats (web/print/CD/etc.) • Translate only items that have changed, not entire documents or sections • Re-Translating because it’s unclear exactly which items have been updated • Review with sections or items that have changed highlighted as actually needing new attention • Repeatedly reviewing the same core content because some parts have changed

27. Plan / Write Check / Manage Use multiple times …in multiple formats Delivery Engine CCMS Applications Customers Services Other? TMS …out to multiple audiences New! New! New! RA/QA SMEs Translate Optimization: Target Process New! New! New! …and back again! Review more smoothly

28. 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

29. Integration issues

30. „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.“

31. Projections into the intersection CMS/TMS Business Technology Processes • 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? • 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? • 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? • 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 • 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 • 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

32. Intersectionlopiclist (non exhaustive) • Content granularity (high) • lesscontext • Low productivity • Content exportfortranslation • Exportingonlythe „delta“ • Metadata: „translate = yes/no“ • Export granularity • Contextexport • Content locking on checkout • Publicationmechanismslockedtoo • Authoringimpacted • Import requirements: technicalvalidation • Publishing requirements • Context, preview • Automation & Integration (types) • Cold (import / exportfileformat) • Warm (automated FTP, watchfolder, catalogfiles) • Hot (API integration) • Pre- andpostprocessing • Metadatamanagement • GUID • Routing • Translateor not • Project status • Integration options • More CMS, 3rd partysystems • Terminology • Authoring Support

33. Example: CMS translation report / export • Decidewhatto send • See statusoftranslations • Treebasedselection • Automation

34. Deeper integration – CMS queries TMS CMS queries TMS • Project types • Resources • Schedules

35. Settings • Delta • Send source • Send context • Test export • Localizationfriendlyformatting

36. Context On Demand

37. 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.

38. Benefits to global customers

39. Content Across the Enterprise Fred Hollowood Director R&D Localization World Berlin 2010

40. Connect Customers to the Enterprise Localization World Berlin 2010 Authoring Translating Publishing

41. Customers • Global • Diverse • Busy • Connected • Educated • Sophisticated • Multi-cultural • Influential • Promoters/Neutral/Detractors • Net Promoter Score www.theultimatequestion.com Localization World Berlin 2010

42. 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

43. Translation • 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 Localization World Berlin 2010

44. 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

45. Information System metadata Topics Content models The newest breed of security risks includes adware and spyware, which can take control of computers without user permission or knowledge. The newest breed of security risks includes adware and spyware, which can take control of computers without user permission or knowledge. Adj NN NN NN NN VB Readability/Comprehensibility Search (Precision; Recall) Localization World Berlin 2010

46. Example Content model – Administrator’s Guide Boiler plate Task topics Concept topics Reference topics Localization World Berlin 2010

47. Example Metadata Localization World Berlin 2010

48. Relationships: Customer and Enterprise community Localization World Berlin 2010

49. Content Development Style and Purpose Localization World Berlin 2010

50. Translation Technology Localization World Berlin 2010