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

Print

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: info-tech-usa@sdl.com

@sdltechnologies Executive Forum: Strategies for Managing Global Information