2009 podi app forum
DESCRIPTION
My presentation to the 2009 PODi AppForum on "How to Build a Global Web-to-Print Program"TRANSCRIPT
Building a Global Web-to-Print Program
• Who is Kinetic• Leader in global communication technology & services
• Founded in 1968• 31,512 Clients served worldwide• 142 Countries served
• Key industries• Healthcare• Hospitality• Consultancies• Logistics• Research & development
Building a Global Web-to-Print Program
• According to Commonsense Advisory research• In 2005 estimated the worldwide translation and localization
market at US$ 8.8 billion, reaching a total of US$ 12 billion in 2010
• In 2007 estimate revised to $50 billion in 2010 • Every $1 spent in localization, companies received $40 to
$400 in international revenue • 56% of US companies will increase their localization budgets
over last year
Building a Global Web-to-Print Program
• According to Forrester research• Companies surveyed claimed 90% or more of their content
should be managed in multiple languages – 20+ languages in the E.U. alone
• Only 10% of companies have a global content solution in place that protects brand identity, reuses content locally, and localizes content for regional audiences
Building a Global Web-to-Print Program
• According to Kinetic research• 30% of survey respondents indicate over 100 users need to
initiate orders for translations• 72% of survey respondents indicate dissatisfaction with non-
automated processes• 67% of desktop publishing for translation files is outsourced
Building a Global Web-to-Print Program
• Established and emerging technologies (cont.)• Translation technologies
• Translation memories• Desktop bi-lingual translation programs• Glossaries and dictionaries• Reference materials
Building a Global Web-to-Print Program
• Established & emerging technologies (cont.)• Web-to-print tools
• Online catalogs• Personalization and editing tools• WYSIWYG proofing• Order routing programs• ERP and CRM applications• VDP
Building a Global Web-to-Print Program
• Print industry in multicultural markets• Collaboration
• Multiple internal departments and external agencies• Multi-level review processes• Lack of visibility to previously created materials• Multi-layered approval and budgeting process
Building a Global Web-to-Print Program
• Print industry in multicultural markets (cont.)• Design with globalization in mind
• Simplified English• Appropriate imagery• Design I18n ready• Consider final form and finished size
Building a Global Web-to-Print Program
• Print industry in multicultural markets (cont.)• Multi-lingual versions mean shorter runs
• More color? (Be careful, Asia doesn’t always like every color)• Customization?• Personalize or target them?
• Special offer• Direct response
Building a Global Web-to-Print Program
• Where are the investments & returns• Investment
• Training your people on the impact of multi-lingual content• Sales opportunities & value proposition • Design & prepress requirements• Potential import duties and taxes
• Invest in new & leverage existing technologies• Buy by the drink or by the bottle• Partner with centers of excellence
Building a Global Web-to-Print Program
• Where are the investments & returns (cont.)• Returns
• More languages = more versions = more money• Additional design & prepress services• New revenue streams from translations• More clicks on your presses
Building a Global Web-to-Print Program
• Where are the investments & returns (cont.)• More valued role with your clients
• Consultative• Exposure to more people within the organization • Referrals
Building a Global Web-to-Print Program
• How do we get started?• Does it make sense
• Do your existing clients have needs for multi-lingual content?• Human resources• Training
• Are there organizations in your market with needs for multi-lingual content?• Multi-nationals• Government agencies• Insurance or financial groups• Attorneys
Building a Global Web-to-Print Program
• How do we get started? (cont.)• Explore with your current partners what tools are available to
you• Collaboration tools• Translation services• Web-to-print tools
Building a Global Web-to-Print Program
• How do we get started? (cont.)• Consult with localization experts or groups
• LISA (The Localization Industry Standards Association)• GALA (The Globalization and Localization Association)• Localization Institute• Commonsense Advisory• LinkedIn
Building a Global Web-to-Print Program
• How do we get started? (cont.)• Consult with global communication expert
• Product & service options• Integration opportunities• Training strategies
Building a Global Web-to-Print Program
• Contact information:Robert ZimlichGlobalization Executive [email protected]