Overcoming Global Brand Challenges While
Keeping Consistency in a Multi-Consumer Base
Gabriela Contreras, Continental Airlines
Yvan Hennecart, SDL
Continental.com
Continental.com is working to become a global resource
for worldwide customers by supporting travel booking in
languages and localized content in all POS where
Continental Airlines operates flights
continental.com
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IP (Internet Protocol) Recognition
 Date and time format
 Language based on POS
 Local content
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Language Box: POS - Country by
Language
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Target offers and promotions
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Offer applicable products and services
by POS
Cultural Relevant Content
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We need to protect Continental’s image and revenue stream and allow customers to
enjoy the positive traits of the product
•
Build customer loyalty and trust
•
Geo-cultural relevance through products and services
•
Protect us against potential legal/privacy issues
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Potentially sensitive content
Translation Process
Author
Source
Content
Job
creation
Preprocess
Apply TM
Calculate
Cost
Machine
Translation
Steps in blue are automated
Steps in red are supported by technology
Post - Edit
Review
Localized
Local
Local
Content
Content
Content
Job
delivery
Update TM
Global Branding Tools
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•
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SDL WorldServer™ to centralize and automate the localization processes for any
content
SDL iMT
Automatic and manual project creation
Ability to block content from being translated
Integration with CMS
Allows publishing of most updated content into languages
Plan and manage budget
Local Content
SDL Global Infrastructure
Recognized Leader in Global Information Management
Publicly traded company with $325m
annual revenues
Award-winning and profitable company, with
long-term financial stability
Over 2300 employees in 60 offices across
35 countries
80%+ of the global translation supply chain
use SDL software
World-leading innovative technology
1500+ enterprise customers
Challenges in Managing Global Content
Global
Customer
Translate Content
Manage Content
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•
•
•
•
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Control
Version
Secure
Reuse
Personalize
Central control,
local flexibility
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•
•
•
•
•
•
Languages
Vendors
Distribution
Consistency
Terminology
Reuse
Review
Deliver Content
•
•
•
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Create Content
• Create and reuse
• React to
changing
environment
• Ensure quality at
source
• Terminology
On time
In local language
Drives revenue
Improves
customer
satisfaction
SDL Mission
•
SDL helps companies engage with their customers
 From brand awareness, to sales and after-sales support
 Across languages, cultures and channels
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We do this by providing technology and services for managing content and language
 That offer best-of-breed capabilities
 And are flexible, scalable and integrated with your enterprise systems
strategy ties together the people, the processes and the technologies required to
systematically deliver high-quality localized content in an efficient manner
Traditional translation breakdown
Quality
&
Cost
Key
information
Volume
Translated
Content
Mid value information
Un-translated
Content
Perceived low value content and low
volume languages
Low
Current methodology for translation leaves a majority of the content
unavailable to customers.
11
New traditional translation breakdown
Quality
&
Cost
Human
Translation
Post edited
MT
Key
information
Volume
Mid value information
Perceived low value content and low
volume languages
Low
12
Intelligent Machine Translation
SDL Intelligent Machine Translation
MT Engine
Plug in
Term
Extraction
Translation
Dictionary
Encoding
Source
SDL Dictionary
Manager
SDL PhraseFinder
Automated
Translation
Post
Editing
Quality
Check
Translated
Content
Best Practices
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Technology is at the root of timely and accurate message delivery
 Are authors writing content suitable for localization and iMT?
 Is automation maximized at each step of the process?
 Does technology support your requirements and language set?
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Define standards for language assets and centralize them
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


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Define quality assurance processes and standards




People
Translation memories
Terminology
Style guides
These are not static – they must be managed!
In-country review
Post-production QA
Post mortems
Key performance indicators
Processes
Technology
Increase ROI with Process Improvement
Manage costs downward through process improvement
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Automate
Linguistic
analysis
 Intelligent application of technology can have
a significant impact
 Streamline communication and notification
between stakeholders
 Automate the supply-chain
• ERP / order processing integration
• Translation management
• Integrate with content management
• XML, DITA etc.
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Consolidate
 Consolidate vendor strategy
 Out-source where it makes sense
Logistics &
Planning
Linguistic Asset
analysis
Functional
testing
Quote
(Approval)
Work
Distribution
Linguistic assets
Workflow and resource management
Linguistic
Coordination
Centralized Linguistic Assets
(TMs, Terminology)
Eliminate
 Eliminate unnecessary steps
 Identify & resolve missed steps
(testing and QA)
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Loc-eng
& DTP
Translation
Invoicing
TM & Termbase
Updates
Delivery and
notification
Linguistic
Testing
Initial
Review
Client
Review
Localization
Engineering
& DTP
Back and forth
Terminology Management
Benefits of Global Information Management
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 your 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 your competitors to market and grow market share
Questions