SDL Proprietary and Confidential

Innovative Methodology for Globalization Decision MakingDr.-Ing. Axel Poestges - Senior Business Consultant

The GALA Localization Forum at tekom 2016

09.11.2016 - International Congress Center (ICS) Stuttgart

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○ SDL at a glance○ Global business decision making○ Decision options for new markets○ Industry specific requirements○ What decision support can look like○ Some industry examples

Agenda

Sofia

Zagreb

Rome Athens

Sydney

Singapore

Ho Chi Minh City

Tokyo

Shanghai

Bangkok

Dalian

ShenzhenMumbai

San Jose

Superior

PlanoLos Angeles

Seattle

Chicago

Wakefield

Montreal

São Paulo

Santiago

Taipei

BeijingSeoul

Bangalore

Changsha

Istanbul KaslikLjubljanaGranada

Munich

Stuttgart

Paris

Leuven

Maidenhead

Bristol

Bray

Bucharest

ClujBudapest

KievHradec Králové

BydgoszczHengelo

St Petersburg

Turku

Stockholm

Oslo

Copenhagen

Sheffield

Mechelen

Amsterdam

Porto

SDL powers experiences for 79 of the Top 100 global brands

Leaders in providing global content management and language solutions 55

38

3500

1500

400

Enterprise customers

1992

21bn Words translatedmonthly

Employees

Partners

Countries

Offices

Founded

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What keeps the Globalization Decision Maker awake at Night?

○ Strategy Consolidation flexibly and quickly align globalization strategy and all affected areas of the business model

○ Cost Management sustainably turning capital expenditures into operational expenditures without disadvantages

○ Business Performance boost speed, flexibility and globalization of the business

○ Information Security assure data security and avoid knowledge drain

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You need a localization solution that meets your business requirements

Managed Localization Solutions

Localization Process Optimization

Cloud Solutions

Language Service Providing

Freelancer Deployment

In-house Translation Department

Localization Software as a Service

Machine Translation and post editing

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•Project Documentation•BTO Environment•Local Content•…

•Marketing driven•Time to Market / Operation•Multiple PLM / PIM•…

•Compliance•Process driven•Global Network•…

•Product Documentation•Technical Data•System Integration•…

•Aftermarket driven•Knowledge Base•Spare part Doc.•…

Engineering Construction FMTCG

Services Finance

Every Industry has a typical globalization requirement portfolio

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Content•Digital Content•Analogue Content•Content Synergies•Regulatory Docs •Volume / Structure•Standards•#

Business• #

Decision Framework for Translation Management as part of the Globalization Strategy

•Business Model•Innovation type•Web driven•Tech Doc driven•Touch Point driven•Segmentation•#

Resources• #•Dedicated Resources

•General LSP•Expert LSP•Crowd Sourcing•Proven Experts•Native Speakers•#

Technology• #•CAT

•TMS•WCMS•CMS•Authoring Mgmt.•Machine Translation•#

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What determines the optimal localization solution?

Strategic requirements

Accelerationof time tomarket andto operation...

IT-Architecture requirements

SaaS Solution hosted onlyin Europe ...

Integration requirements

Automatedinterface toWCMS andCCMS ...

Organizational rail guards

Global marketing islocalizationowner...

Industry specifics

No email exchange toexternalrecipients...

Technical rail guards

Technical standards & responsi-bilities...

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Solution Alternative:In-House Translation Department

Business Benefit Cost impact• Dedicated resources• Familiarity with terminology• Working in the same

organization and culture• Content synergies • Process flexibility• #

• Training / hiring • Localization software & process• Non value generating activities• Setup of new languages• Decentralized proof reading• Add on activities (e.g. DTP)• #

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Solution Alternative:Freelancer Deployment

Business Benefit Cost impact• Localize as you go• Professional resources

available around the world• Ease of communication• Industry expertise available• Ease of load balancing• #

• In-house localization project management

• Backup & fall back resources• Localization software alignment• Content consolidation• Management of quality gates• #

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Solution Alternative:Managed Localization Solution

Business Benefit Cost impact• Reduced business risks• Ease of process manageability• Ease of go to new markets• Industry expertize available• Cooperation based on a SLA• Additional services available• #

• Additional overhead cost• Learning curve cost• Reduced operational IT-cost• Process integration • Reduced TM cost degression

impact• #

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Solution Alternative:Cloud Solution

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Business Benefit Cost impact• Ease of set up and use• Barely limited business• No platform restrictions• Transparency• Scalable information security• Software always up to date • #

• Potential file format incompatibility

• Switching localization environments can be costly

• Data security can generate additional cost

• Additional quality gates • #

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Technical Platform Alternatives

○ Standalone Translation Management System– Easy to implement and quick to use but no integration into the IT-

landscape and only limited integration into the process landscape○ Translation Management System as EAA Building Block

– Complex implementation with interfaces to all systems managing content and even logistic and financial systems and others more

○ Translation Management System as SaaS Solution– Ready to use, but all process and information exchange integration work

has to be done – limited integration potential ○ Translation Management System as CLOUD Solution

– Still risks concerning data security and information integrity

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Which Platform in Combination with which Solution?

In-House Translation Department

Language Service Provider

Freelancer Deployment

ManagedLocalizationSolution

Cloud Solution

Standalone Translation Management System ✔ ✔ ✔ ✗ ✗

Translation Management System as EAA Building Block ✔ ✔ ✔ ✗ ✗

Translation Management System as SaaS Solution ✔ ✔ ✔ ✗ ✗

CLOUD based Translation Management System ✗ ✗

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The Localization Requirement Profile

Complexity Drivers (Examples) Type Weight

Content Flexibility (Type, Format, Volume, Cycle ...) Tec 0,8Content to Customer Experience Relation (Touchpoint Links ...) Org 1,5Business Model Flexibility (Business Innovation ...) Strat 1,2Value Chain Integration (Strategic Partnerships, Segmentation ...) Ind 0,9Global up-to-date digital Presence (Websites, Webshops ...) Ind 1,4Legal, Cultural and Standards Compliance Ind 1,0System Integration Railguards ( WCMS-TMS Interface ...) Tec 1,6Time to Market Importance Strat 1,3Time to efficient Operation Importance Strat 1,3Product Specifics / Characteristics Ind 1,0Security and Danger of Knowledge Drain Org 1,8...

+++0---

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Localization Profile, Solution Alternatives and Platform options allow a clear recommendation

0% 50% 100%

Technical Requirements /

Restrictions

Strategic Requirements /

Restrictions

Industry specificRequirements /

Restrictions

OrganizationalRequirements /

Restrictions

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The company made decision for a Managed Service Solution from SDL because:○ Focus on core business / no non value generating activities○ Improved visibility of translation progress○ Reduction of manual processing / interacting○ Continuous improvement opportunities○ Cost reduction opportunities○ Business Benefits

– 61% Reduction in Cost / Word– 80 Separate TM files consolidated down to 4 files with – 35,000 duplicates cleansed and removed– All xml tags and corrupted characters removed

Global Provider of engineering and product information services for manufacturing companies

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Investment Goods, built to Stock / Order, individual Solutions and Services

The company implemented an in-house SDL-TMS in combination with SDL’s Language Services because:○ Business Changes for a product line

– Modified business critical processes and content requirements○ Localization workflow requires in depth IT-system integration

– TMS interfaces with SDL Tridion WCMS, SAP-ERP, Knowledge Warehouse, CAT (SDL Trados Studio) and DTP solutions

○ Customers expected worldwide content quality standards– As a global language service provider, SDL could guarantee worldwide quality

and performance○ Business Benefits

– Sustainably lower over all localization cost– Higher cross media content quality, actuality and availability

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Global accountancy firm & auditing company

The company implemented an in-house SDL-Group Share solution in combination with internal and external expert freelance translators because:○ Data security and sustainable information integrity only allows a stand

alone in-house translation management system– Internal translation resources and external expert freelancers had to be integrated in the same

workflow without any email traffic across physical company boundaries○ The translation memory content must not allow any conclusion to which

client report the segment belongs– A special solution was implemented that neutralizes every new translation memory entry

○ A clear growth path of the TMS into other special areas of the business had to be shown– Although one company, the requirements in other departments were totally different

○ Business Benefits – Sustainably lower over all localization cost– Higher over all content quality and terminology consolidation

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How SDL can help you

○ Achieve a Sustainable Globalization Strategy with an optimal fit of localization and translation tools

○ Decision support can be provided by profiling & matching requirements and solution characteristics

○ A ‘one stop shop’ solution provider is able to offer the full range of potential services, technologies & best practices

○ Results of a ‘Global Business Readiness Assessment’allow to make appropriate recommendations for your individual localization solution

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