Recently in Globalization Category

Marisa Peacock gives our Multilingual Communications report a nice thumbs-up review over on CMS Wire. Marisa writes: "Gilbane has released a report that any organization catering to the global community needs to have a look at."

You can download the study from our site, or visit our sponsors: Jahia, Jonckers, RedDot, Sajan, Sitecore, SDL Tridion, and Systran.

Cross-post from the Gilbane Events Blog

For Immediate Release

Pioneering research combines content and localization/translation management market perspectives to present unique insight into current state of content globalization

Cambridge MA, August 20. Gilbane Group, Inc., the analyst and consulting firm focused on content technologies and their application to high-value business solutions, today announced the publication of its latest research report, Multilingual Communications as a Business Imperative: Why Companies Need to Optimize the Global Content Value Chain.

The study is backed by in-depth qualitative research on how global businesses are creating, managing, and publishing multilingual content. Given that many companies expect growth from multinational revenues, 92% of respondents are concerned about the risks of not improving content globalization processes. The research identifies key challenges, including a gap between strategic business goals and investments in multilingual communications, difficulties in balancing centralized and regional operations, and the lack of integration and interoperability across authoring, content management, localization/translation management, and publishing components. Moreover, the study reveals how industry leaders are addressing these challenges, and provides Gilbane's recommendations on best practices.

"Global businesses recognize the need to address localization and translation in tandem with content creation and management, but they are often stymied, even overwhelmed, by how to achieve this," commented Leonor Ciarlone, Senior Analyst, Gilbane Group, and study director for Multilingual Communications. "Our research points to the emergence of what we define as the Global Content Value Chain, a strategy for meeting these challenges. Organizations embracing this strategy are leading the development of much-needed best practices, as we describe in the report."

Gilbane's study methodology included in-depth interviews with 40 content and localization/translation management practitioners in multinational organizations. The result is a unified perspective on the full spectrum of multilingual content processes, previously viewed as isolated activities. "Gilbane's study will educate both language professionals as well as content management professionals," said Donna Parrish, editor, MultiLingual magazine. "The report should be required reading for any company needing to integrate, automate, and streamline domain-specific processes that are often self-contained today."

Availability

Multilingual Communications as a Business Imperative: Why Companies Need to Optimize the Global Content Value Chain is available as a free download from the Gilbane Group website. The report is also available from study sponsors Jahia; Jonckers; RedDot, the Open Text Web Solutions Group; Sajan, Inc.; SDL Tridion; Sitecore; and Systran.

About Gilbane Group, Inc.
Gilbane Group, Inc., is an analyst and consulting firm that has been writing and consulting about the strategic use of content and information technologies since 1987. Clients include organizations of all sizes from a wide variety of industries and governments. Gilbane works with the entire community of stakeholders including investors, enterprise buyers of IT, technology suppliers, and other consultant and analyst firms. The firm has organized over 50 educational conferences in North America and Europe. Its widely read newsletter, reports, white papers, case studies and analyst blogs are available at http://gilbane.com.

For More Information

Leonor Ciarlone, Senior Analyst
+1.617.497.9443

I recently had the pleasure of interviewing Regina Bustamante, Director of Globalization with Plaxo, to discuss the company's content globalization strategy and how Plaxo users are integral to its success. Plaxo offers a suite of online solutions for social networking. Top services are the address book and calendar applications in addition to Pulse, a sharing and networking tool.

KK: How has the growth of global web access affected the adoption and development of your social networking solutions?
RB: Plaxo's user base continues to grow steadily since we reached the 15 million user mark back in October 2006. As a result, our product release cycles have accelerated from two or three months to just one week. At the same time, Plaxo's non-English base of users and users with international connections is growing rapidly. Shorter product cycles coupled with user demand for multilingual products made it necessary for us to explore new ways to release products to major markets in local languages.

KK: What model did Plaxo use for its initial localization/translation efforts?
RB: We localized our address book and calendar tools into French, German, Japanese, Portuguese, Spanish and Simplified Chinese over a year ago, using LSPs for the initial translations. We then provided early release versions to specific "power users" in each international market who reviewed everything, including the UI and suitability to local cultures.

KK: So Plaxo users provided quality assurance in this effort?
RB: Yes, users were even willing to test and report on features such as sorting, name and address formatting, etc. When Pulse was released with localizations into the same languages, non-English users continued to send suggestions, comments, and to act as informal quality control agents. The involvement of the user community improved the quality of local versions of our software.

KK: The Dutch version, released in July, increased the role of longtime power users, correct?
RB: Absolutely. The Netherlands has quickly become one of the largest markets for Pulse and we expanded the involvement of the user community, relying on a group of long-time Plaxo members for the development of the Dutch glossary.

KK: What's in store for the future of Plaxo's localization/translation efforts?
RB: For future product releases, we will move to a crowdsourcing model based on a translation portal we are developing that will enable any Plaxo community user to submit and comment on translations. To ensure high levels of quality, this portal includes separate roles for a language moderator and project manager.

KK: What will be the key to success for this model?
RB: Plaxo's position as a provider of no-charge consumer software helps us to engage users for localization/translation assistance. The key is to only ask users to help with things that directly benefit them. Our crowdsourcing model is not intended to entirely replace LSPs. For example, we have no plans to use crowdsourcing to translate the corporate website or documents such as the Terms of Service or Privacy Policy.

As Mary noted previously, globetrotting has been just one reason for our blogging hiatus. The more interesting interrupter has been the development of "the report," aka our research and analysis for Multilingual Communications as a Business Imperative: Why Organizations Need to Optimize the Global Content Value Chain.

It has been an intense period to say the least, as the result comprises the stories of 40 content and localization/translation management professionals as told to myself and colleague Karl Kadie over 60+ hours. We are indebted to this community of experts for their knowledge sharing and deeply impressed by their dedication to improving processes in their areas of expertise.

It feels right then, to dedicate this first blog on our research results to these passionate and meticulous professionals, trained to understand the power of the word and its effect on content consumers. Way back in 2005, I coined an informal term for folks such as these: the glue people -- a rare breed who manage to bridge gaps between various organizational units through education, facilitation, and coordination focused on "the bigger picture."

In this case, painting that picture requires color mixing that supports corporate global expansion goals without compromising the needs and expectations of multinational customers for multilingual content. Thus the demise of the informal term in favor of one that more aptly describes the efforts of today's content and localization/translation management professional -- enter the operational champion.

Focused squarely on the inherent relationship between successful globalization and multilingual communications, our study's operational champions are savvy customer advocates and marketeers. They have designed internal educational campaigns with titles such as "Content Matters," "Reduce, Reuse, Recycle: Not Just for Energy," and "Do You Know Who's Not Reading Your Content?" They have titles such as "Content Management Practice Leader," "Director, Global Language Services," and "International Marketing Manager." They have produced inspiring results:

• "We've raised the level of awareness of content value in our organization."


• "We can build one web template and replicate it 25 times for various regions within in six months."


• "We can show savings of over $900 per document and reduction of translation time by five days."


• "We have achieved a 68% reuse rate for our content."

Impressive indeed -- and just a sample of what's inside the report to help speed results for those working toward similar goals. More to come!

Well, our blogging hiatus is over. No, we haven't fallen off the face of the earth, as some loyal readers might have thought. Quite the contrary. We've been criss-crossing countries and continents since April, speaking at industry events, user group meetings, and our own conference in San Francisco.

What's really keeping us busy, though, is new original research and analysis on content globalization within multinational organizations. Gilbane Group'sMultilingual Communications as a Business Imperative: Why Organizations Need to Optimize the Global Content Value Chain will be published this summer. The report provides an in-depth look at the current state of content globalization initiatives and emerging best practices. Highlights include profiles of companies with worldwide brands who are bringing together people, process, and technology to align multilingual content initiatives with strategic global business goals.

You may have gotten a sneak peek at preliminary results if you attended Gilbane San Francisco, Localization World in Berlin or the STC annual meeting in Philadelphia, or Sajan or SDL customer events in May. In the weeks ahead, the research will be featured in several webinar events, such as the July 24 event with study sponsor RedDot, and in our blog entries (so check back often).

In addition to RedDot, sponsors are Jonckers, Sajan, Sitecore, SDL Tridion, Systran, and Jahia.

We're very excited about the insights we uncovered in the research, and we look forward to sharing them with our readers. Stay tuned.

Our April 16th webinar on translation-oriented authoring hosted by across Systems was an excellent 360 degree view of its value from a consultancy, language service provider, and end-user perspective. Thanks to Richard Sikes from LocFlowTech, Inc., Peter Argondizzo from Argo Translation, Inc., and Amy Karls from QuadTech for and a job well done! Access the recording here.

As Sikes noted in his opening remarks, decisions that get made in one part of an organization often show up as costs in another area. This is particularly true of translation and localization costs. Those who create and translate product content (user guides, operator manuals, quick start guides, online help, and the list goes on...) understand the downstream effect of decisions made under pressure all too well.

According to Karls, demand for multilingual product support content consistently is increasing, but timelines and resources are most assuredly not. Isolated story? We think not. Check out the webinar poll on the number of language outputs required from our audience, largely technical documentation folks.

Now check out the range of tools our audience is using to create product support content.

I believe there is not a single technical writer who intends to create inconsistencies or confusion for their translator counterparts. But stuff happens. Like "hurry up" pressure. Like "we lost our editor" pressure. Like "who's got the latest version of the Style Guide pressure."

According to Argondizzo, translation-oriented authoring has numerous advantages, among them:

• Unlocks never before utilized value of translation memory database for writers


• Strengthens partnership with language service provider and writers


• Provides content creators with a different perspective of translation memory usage


• Easy to understand and track savings


• Time saved by author not rewriting text


• Consistency for additional reuse in other channels


• Regulatory concerns in rewriting text that already exists

I wholeheartedly agree. Check out the webinar recording. The advantages of "assistance" is demonstrable and impressive, whether one calls it authoring assistance, translation-oriented authoring, or controlled authoring.

The holy grail in translation is the speed versus quality dilemma. That creates controversy. Here's what we've noted after posting our Multilingual Social Networking Alert citing Facebook's crowdsourcing effort:

• Article: Facebook asks users to translate new versions for free
• Video: Facebook's Spanish Translation Misses the Mark
  
• Blog: No, Getting Users To Translate Facebook Into Other Languages Isn't Exploitation
  
• Article: Facebook's Community Translation: Savvy or Just Cheap?
  

No doubt that these references are the tip of an iceberg. How to say "poke" in different languages is clearly not the only conversation going on. And BTW, here's Facebook's Translation Application.

I recently had the pleasure of interviewing Arle Lommel, LISA OSCAR Standards Chair, to discuss the importance of Unicode's Common Locale Data Repository (CLDR) project, which collects and provides data such as date/time formats, numeric formatting, translated language and country names, and time zone information that is needed to support globalization.

LC: What is the CLDR?
AL: The Common Locale Data Repository is a volunteer-developed and maintained resource coordinated and administered by the Unicode Consortium that is available for free. Its goal is to gather basic linguistic information for various "locales," essentially combinations of a language and a location, like French in Switzerland.

LC: What does the resource encompass?
AL: CLDR gathers things like lists of language and country names, date formats, time zone names, and so forth. This is critical knowledge to know when developing projects for the markets represented by specific locales. By drilling down past the language level to look at the market level, CLDR data is designed to be relevant for a specific area of the world. Think of the difference between U.S. and British English, for example. You would clearly have a problem if British spellings were used in a U.S. project or prices appeared like "£10.54" instead of "$10.54." Problems like these are very common when product developers don't think through what the implications of their design decisions will be.

LC: What other issues does CLDR address?
AL: Other problems addressed by CLDR include the numeric form of dates, where something like "04.05.06" could mean "April 5, 2006," "May 4, 2006," or even "May 6, 2004," depending on where you live. Clearly you have to know what people expect.

LC: What is the advantage of using CLDR?
AL: It makes resources available to anyone, at no cost. Without something like the CLDR, one would need to investigate all of market issues, pay to translate things like country names into each language, and so forth. Activities such as this can add significantly to the cost of a project. The CLDR provides them for free and provides the critical advantage of consistency.

LC: Why should content creators care about the CLDR?
AL: At LISA we have heard time and again that not taking international issues into consideration from a project's earliest phases doubles the cost of a project and makes it take twice as long. While many issues relate to decisions made by programmers, some of the issues do relate to the job of technical authors and other content creators. While it's unlikely that a technical writer will need to use a CLDR list of language names in Finnish directly, for instance, the content creator might design an online form in which a user fills out what language he or she would like to be contacted in. If there is insufficient room to display the language name because it is longer in Finnish (a common problem when going from English to Finnish), the end user may have difficulty, something that could have been prevented by the content author if he or she had been given the resources to test the design early on. The CLDR makes the information available that allows authors to prevent basic problems that create issues for users around the world.

LC: How can professionals contribute to the CLDR?
AL: Right now the biggest need of the CLDR is for native (or very good) speakers of non-English languages to (1) supply missing data, and (2) verify that existing data points are correct. Because the CLDR is volunteer driven, people of all levels of competence and ability are able to contribute as much or as little as they want. Unicode welcomes this participation. The real need is for people to know about and use the CLDR. In my experience even the savviest of developers often don't know about the CLDR and what it contains, so they spend time and money on recreating a resource that they could have for free.

LC: How is LISA supporting CLDR?
AL: We are committed to supporting Unicode and the CLDR, so we have launched an initiative where people who sign up with LISA to contribute to the CLDR and who spend ten or more hours working on the project are eligible to receive individual LISA membership for a year as a token of our appreciation for their contribution. So if any readers have the needed language/locale skills to supply data missing from the CLDR or to review existing data, they can contact me to get started.

April Fool's Day usually brings out the kid in all of us, making for some fun and interesting spoofs. The April 1st press release that the United Nations was banning all "unnecessary languages" brought out the worried adult in me pretty quickly. Turns out I was spoofed -- thankfully.

OTOH, the arrogance inherent to "all will be English" begs the question, are many organizations being spoofed on a daily basis by succumbing to this theory? And is it not scarily interesting that reading the entire article as a source of truth doesn't sound too far off given the lack of global content -- not only translated, but localized -- in numerous industries? PRWeb claimed the article "too close for comfort," but valuable for revealing serious issues in the global community.

Posted by EnglishClub.com, the article stated, "By 2049, when all languages other than English will have been phased out, the only language that will have international sanction will be English." Pretty ominous sounding stuff. Enough to generate 315 extremely emotional responses to the blog entry between March 31 and April 3rd. Scary but false.

As the United Nations continues to promote 2008 as the Year of International Languages, here's a "scary but true."

I recently had the pleasure of interviewing Candy Moss, Creative Director with Translations.com, to discuss the importance of multilingual brand management as a success criterion for global organizations.

LC: What role does a creative team play within Translations.com?
CM: Our Creative Team operates as a resource to our corporate clients' marketing and advertising teams. Our Multicultural Marketing Department provides cross-cultural branding research, copy transcreation, and image consulting services as part of Translations.com's core service offering.

LC: What is your background?
CM: 20 years in multicultural marketing consulting, with a background in content and creative design; my experience at Translations.com has increased my expertise in Hispanic markets in the U.S. as well as global markets considerably.

LC: How large is the Creative Team and what kinds of tasks are they involved with?
CM: We have close to 20 full time staff across multiple, global production centers. We also contract copy writers, graphic designers, and linguists. Our tasks include researching the impact of brand names, package design, website layout and content; any elements that impact of the global products nuances such as tone, style, design, content, format, color and illustrations.

LC: So that means your team does both transadaptation and transcreation work, correct? For global branding projects, which skill set is needed most?
CM: Both are important. However, adapting marketing messages has more to do preserving the concept (of the message) and changing the execution than with word for word translations. The example on "The Lighter Side" of our Web site demonstrates the challenge of dealing with the intricacies of culture.

LC: What kinds of research does the creative team rely on?
CM: We have extensive qualitative data based on 10 years of proprietary research. We develop customized survey tools based on each client's needs. Once we get feedback from the target market, we work closely with the client's creative team. This is also essential because they are the subject matter experts in their company's product, positioning goals, and target customers. Generally, we function as an extension of a company's brand champion team: the advertising agency is, in my experience, the group that is the first to recognize the need for our services. In the end, we team up with the agency and the company's internal staff, serving as a general resource to the group.

LC: What are some of the best practices you have seen in global branding efforts?
CM: Understanding the need for due diligence in obtaining, understanding, and incorporating the voice of the local customer. And then, having the skills to distinguish between individual opinions and reactions to those of the larger culture. Overall? Understand your goals: why are you making these localization efforts and how effectively do they convey your company's goals.

LC: And the worst?
CM: The idea that one person can assume what a culture will or will not bear. You really have to be open minded so that you are receptive to what impact a phrase or image will have in each cultural setting. A single line of copy or image can have a lasting impact -- you want to do everything you can to be sure that impact is positive. Even after 20 years in the industry, and evaluating more survey responses than I can count, I learn something new every day.

LC: What is your advice for those striving to communicate the importance of the local in globalization?
CM: Ask your team to put themselves in the target market's shoes. If that market receives only x percentage of localized content, the perception may be that they are only as important as the effort put into communicating with them. In terms of marketing and global branding efforts, think of the effort put into the taglines or slogans in the source language, usually English. When adapting the message to a different culture, give the effort the same level of respect.