Global, Shmobal!
What’s In It For Me?
Hans Fenstermacher
March 19, 2003
2
Deploying Content Today
We have new tools & technologies (CMS, GMS, XML…)
The tools keep changing, so we have to keep adapting &
training
The process is getting faster
Time to market is the driving force now
More volume has entered the process
Volume and newcomers have created complications
Per-unit deployment costs are lower now
But deployment expenditures (esp. localization) are rising fast
The process is understood better by many involved
Familiarity with the process has bred some contempt
© 2002 ArchiText Inc. All Rights Reserved.
3
Companies Are Globalizing
Every move companies make is visible
worldwide (e.g., Web presence)
Intense competition from all over the globe
Business can no longer afford to act locally
Globalization (G11N)
is critical to success
in world markets
© 2002 ArchiText Inc. All Rights Reserved.
4
Why Should You Globalize?
Content development is a business process
BPO (Business Process Outsourcing) is real:
Your job is at stake
Content G11N raises ROI (Return on
Investment) and makes a measurable
contribution to the bottom line
You determine your own value
© 2002 ArchiText Inc. All Rights Reserved.
5
G11N Is About Revenues
e-Commerce in $ Trillion
3.5
Non-U.S. markets grow
from 51% of total
e-commerce in 2000
to 62% in 2004
70% of U.S.
corporations currently
get less than 10% of
e-commerce revenues
from abroad
Rest of World
U.S.
3.0
2.5
2.0
1.5
1.0
0.5
0.0
2000
2001
2002
2003
© 2002 ArchiText Inc. All Rights Reserved.
2004
(Source: IDC)
6
G11N Is About Users
The U.S. share of the global Internet
population will drop from 36% today to
approx. 24% in 2005 —Jupiter
57% of Internet users today access
the web in languages other
than English —Global Reach
Users are 3x more likely to buy
when addressed in their own
language —Forrester Research
© 2002 ArchiText Inc. All Rights Reserved.
7
BEFORE
G11N Is About Usability
Nebraska is filled with internationally recognized
attractions that draw large crowds of people every year,
without fail. In 1996, some of the most popular places
were Fort Robinson State Park (355,000 visitors), Scotts
Bluff National Monument (132,166), Arbor Lodge State
Historical Park & Museum (100,000), Carhenge (86,598),
Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo
Bill Ranch State Historical Park (28,446).
(Source: Jakob Nielsen, 10/97)
© 2002 ArchiText Inc. All Rights Reserved.
8
G11N Is About Usability
Measurable usability improvements were made:
Conciseness (50% fewer words)
+58%
Scannable layout (bullets)
+47%
Neutral, objective language
+27%
All combined
+132%
© 2002 ArchiText Inc. All Rights Reserved.
9
AFTER
G11N Is About Usability
In 1996, six of the most-visited places in Nebraska were:
• Fort Robinson State Park
• Scotts Bluff National Monument
• Arbor Lodge State Historical Park & Museum
• Carhenge
• Stuhr Museum of the Prairie Pioneer
• Buffalo Bill Ranch State Historical Park
(Source: Jakob Nielsen, 10/97)
© 2002 ArchiText Inc. All Rights Reserved.
10
G11N Is About Content
All content must now be global
because it may be used anywhere
at any time for any purpose
Content is all about text
The biggest factor in the cost, quality,
and usability of
multilingual content is how
many and which words
you use
© 2002 ArchiText Inc. All Rights Reserved.
11
G11N Is About Metrics
Person
Hours
Comments
Instances
Cost
Programmer
($60/hr)
0.083
 5 min. rewriting field label
1
$5
Writer
($40/hr)
1
 15 min. research
 30 min. writing, editing
 15 min. to locate in multiple locations
8
$320
Editor
($40/hr)
1
 15 min. of disgust
 30 min. writing, editing
 15 min. to locate in multiple locations
8
$320
Total
$645
Source: Ben Martin, JDEdwards
© 2002 ArchiText Inc. All Rights Reserved.
12
G11N Is About Metrics
Person
Hours
Comments
Instances
Cost
Programmer
($60/hr)
0.083
 5 min. rewriting field label
1
$5
Writer
($40/hr)
1
 15 min. research
 30 min. writing, editing
 15 min. to locate in multiple locations
8
$320
Editor
($40/hr)
1
 15 min. of disgust
 30 min. writing, editing
 15 min. to locate in multiple locations
8
$320
Localizer
($40/hr)
1
 15 min. research
 30 min. writing, editing
 15 min. to locate in multiple locations
8
$320 x 15
languages
= $4,800
Total
$5,445
Source: Ben Martin, JDEdwards
© 2002 ArchiText Inc. All Rights Reserved.
13
G11N Is About Metrics
Before:
After:
Var. 1: “From the X menu, select Y”
Var. 2: “Select Y in the X menu”
Var. 3: “On the X menu choose the Y option”
Select XaY
17 words saved (@ $0.25/word)
x 2 occurrences/page (average)
x 150 pages (average volume)
x 6 languages
© 2002 ArchiText Inc. All Rights Reserved.
=
=
=
=
$4.25
$8.50
$1,275
$7,650
14
G11N Syndrome: Too Many Words
“Visually inspect the back of your PC.”
More examples:
• manually edit
• if you want
• in order to
• automatically
© 2002 ArchiText Inc. All Rights Reserved.
15
G11N Syndrome: No Information
“This Chapter explains functions the operator
might be required to perform under certain
circumstances.”
14 words total
Est. L10N expense (11 EU languages): $49
© 2002 ArchiText Inc. All Rights Reserved.
16
Localization Pricing with TM
Cost Factor
% Match of Text Segments
Lowest Cost
100% match
Cost Discount
Fuzzy match (65–99%)
Highest Cost
New text
Text that doesn’t match enough
(< 65%)
© 2002 ArchiText Inc. All Rights Reserved.
17
Steps You Can Take Today
Define and catalog terminology rigorously
Collect metrics now!
Write sentences for use in more than one way
If you can cut a word, always cut it out
Develop content you will be glad to see again
Don’t let the product team push you around
Don’t let management, others, or yourself off
the hook
© 2002 ArchiText Inc. All Rights Reserved.
18
ArchiText’s G11N Solution:
Define product and scope
Create detailed user profile(s)
Segment text via TM tools
Maximize 100% matching
Streamline format & structure
Perform multiple targeted editing passes
Check consistency & detail
Perform thorough client review
© 2002 ArchiText Inc. All Rights Reserved.
19
So, What’s in G11N for Me?
Users
Happy with easier-to-use products (in all languages)!
Managers at
Users’ Co.
Higher employee productivity
Lower tech support & training costs
My Management
Measurable goals, predictability, control
Cost savings: fix problems early, reduce
redundancies, leaner product and content, much
lower localization costs
Sales &
Marketing
Easier to sell usable products
Increased customer loyalty
Me
Control over content quality
Influence over resource allocation (your job?!)
Voice in the process (R-E-S-P-E-C-T)
© 2002 ArchiText Inc. All Rights Reserved.