Association of Translation Companies

Online Terminology Management

How to Win (and Keep!) Your Customers

A Brief History on Technology First…

• Emphasis on Three Factors: Reducing overall costs Adding value to differentiate yourself Getting more customers / Enjoying what you do!

• Growing Importance on Technology: Technology is changing the face of The Company on a regular basis You can either keep up… Or go the way of the proverbial “Dodo” (1598-1681, R.I.P.)

The History of Translation

Let’s Skip Over a Couple of Years…

• 1950s – 1970s (Medieval Ages of Technology!) Paper-based Translations The Age of “Machine Translation Disillusionment”

• 1980s (Getting There…) Fax Machines: Invented in England by Alexander Bain in 1843 Fax Machines begin to increase speed of translation return In 1980s fax machines in use jump from 300,000 to 4,000,000

• 1990s (The Tide of Change) Email communication – mainstream – electronic documents Internet (as we know it) takes off Translation Memory (CAT) tools introduced on DOS platform

• Text-based, command line functions• Not what we know of in terms of a “GUI” (graphical user interface)

New Translation Memory tools introduced, taking advantage of modern functionality• Based on modern software design (GUI introduced)• Adherence to industry standards• Quicker translation process, easier to use

(A Bit More) Recent Translation Industry History…

So, Where Are We Now?

• Mature Market Over 4,000 recorded Translation Companies Technology has made Translation Companies more efficient, easier to start-up

• Types of Translation Companies Top 5 Companies – largest Translation Companies worldwide ($80M+) 30 “Mid-Tier” Companies ($10-50M) 500 SME - Small to Medium ($1-10M) The majority are “grouped” companies (translator groups)

• Summary: Price-Competitive is Key Increased globalization allows for low-cost “outsourcing” to fast-growing economies “Grouped” companies have less overhead costs, more competitive Only those who show technical prowess will succeed

Year 2000… Factor 1

So, Where Are We Now?

• Technology – More Complicated Say Goodbye to Microsoft Word (Office 2003 and above – XML based) XML (Extensible Mark-up Language) will become commonplace

• XML: Excellent for Corporations Simplified Content Creation Future-proof content (portable between different systems, standards-based) All Corporate Departments share same content

• XML: Complicated for Translation Companies Complicated file types with a lot of tagging information Requires good deal of “setup” (and technical knowledge) to translate files Original Contextual Information: Gone

Year 2000… Factor 2

Prepare Yourself…

1. Enormous Amount of Competition How will you differentiate yourself? How will you compete with “outsourcing”? Will you reduce your rates, or try to add value?

2. Projects Become Seriously Complicated with XML How will you show you can handle these file types? How will you maintain consistency with no contextual information to

reference?

3. Will Your Company Survive? Or…

Summary for the Future:

I’ve Already Got Translation Memory!

1. Good First Step… Have you looked at the ability of your tool to handle XML? Have you looked at how well your existing data will migrate to XML? Have you looked at integration between Desktop and Global Terminology?

2. …But Everyone Expects You To Have It Over 50% of Corporations either request TM or know about it That number will grow to 75-80% within a few years

3. So How Are You Differentiating Yourself?

But, I have Translation Memory

Terminology Management: The New Kid on the Block

1. Lack of Context in XML files… Means corporate departments sharing XML repository need more context Means more of a reliance on Online Terminology Management Means corporations will be looking for someone to offer this

2. Who uses Online Terminology Management? Early Adopters – Those Ahead of the Pack Those working for Medical, Pharmaceutical, Automotive, Legal Latin becoming the most popular online terminology language!

3. So How Are You Differentiating Yourself?

Research the Terminology Revolution!

When Online Terminology Management Could Have Helped…

SDLTermBase Online: From Departmental and Tactical - to Centralized and

Strategic

So Who Uses?

• Kodak - Terminology Management 30 languages in bilingual TermBases 30-40 Kodak in-country reviewers and project managers Around 50 external translators, freelancers, project managers Massively reduced number of issues and terminology queries Significantly improved consistency, saving time and cost

• Bosch ST - Terminology Management 2 languages in one bilingual German-English TermBase Up to 50,000 Bosch employees (available via their Intranet) Accessed by Project Managers and by translators

• And Bayer, Canon, CNH, PeopleSoft…

Online Terminology Management: Early Corporate Adopters

So Who Uses?

• AAA Language Services Provide Terminology Service to Top Automotive in Detroit, MI 7 Languages in one multilingual Online TermBase Accessed by everyone in translation supply chain Massively reduced number of issues and terminology queries Significantly improved consistency, saving time and cost

"SDLTermBase Online has helped us rapidly collaborate and share terminology with our customers, including a 'Top 2' automotive manufacturer located in Detroit, to further improve the quality service we provide.“

Carl Helbich, Manager - Business Development, AAA Language Services

Online Terminology Management: Early Translation Company Adopters

So Who Uses?

• Argo Translation Provide Terminology Services to multiple customers as value-add Simplifies Client Review processes Increased communication between customers and Argo Translation

"SDLTermBase Online allows us to conduct real-time software and glossary reviews with our client terminology experts, dramatically reduce the review stage, and allow us to move into the translation phase of our documentation projects faster than ever, all with improved ‘buy-in’ from our client reviewers.”

Peter Argondizzo, Operations Manager, Argo Translation

Online Terminology Management: Early Translation Company Adopters

Why use SDLTermBase Online?

• How will you handle consistency issues with complicated files?

• How will you offer value instead of lowering translation rates?

• How are you differentiating yourself from the competition?

• Can you connect all levels of the translation supply chain?

Ask yourself these four questions:

Why use SDLTermBase Online?

Stop reducing your ratesIncrease the value you bring to your customer

You maintain your customer's terminologyYou maintain control

You keep your customers

SDLTermBase Online

Keith Laska

General Manager

SDL Desktop Products

klaska@sdl.com

Thank You!Thank You!