content management translation management · translation management michael hoch business...

Content Management &

Translation Management

Michael Hoch

Business Consulting

SDL TRADOS Technologies

@ 1. European RedDot User ConferenceLondon/Stansted

AGENDA

• SDL TRADOS Technologies

• Some Terminology: e.g. Global Information Management (GIM)

• What is Translation Management

• Link between Content & Translation Management

• A short “live” example

SDL TRADOS Technologies

• SDL TRADOS Technologies is a division of SDL international

• Headquarter: Maidenhead (UK)

• London Stock Exchange: 'SDL'

• Former German company TRADOS was acquired in 2005

SDL TRADOS Technologies

Accelerating Global Content Delivery

SDL international

Accelerating Global Content Delivery

• 50 offices across the world

• More than 130,000 licenses in the market

• Over 130 Enterprise solution installed

• Most consistently profitable translation solutions company

• Generated $billions of revenue opportunities for our customers

AGENDA

• SDL TRADOS Technologies

• Global Information Management (GIM)

• What is Translation Management

• Link between Content & Translation Management

• A short “live” example

Complex Fragmented Information Processes

PM TM

PM LI

B QA

PM LI

B QA

PM LI

B QA

PM LI

B QA

US HeadOffice

Ecosystem BEcosystem A

European Office

Asian Office

Ecosystem C

Ecosystem D

Ecosystem F

PM LI

B QA

PM LI

B QA

Ecosystem ELegend:PM=Project Management LI=Localized Information B=BrandingQA=Quality Assurance

Global Information Lifecycle

Translation ManagementTranslation

Management

Authoring Tools

Authoring Tools

Translation Memory

Translation Memory

Quality AssuranceQuality

Assurance

ChunkingChunking

FilteringFiltering

CMS, DMS, PDM

CMS, DMS, PDM

Catalogue Engines

Catalogue Engines

Web/Business Applications

Web/Business Applications

PrintPrintDTPDTPFile SystemsFile SystemsControlled LanguageControlled Language

Terminology ManagementTerminology Management

CreateCreate Store & Store & ManageManage ProvisionProvision PublishPublishAcquireAcquire LocalizeLocalize

Localization Services

Localization Services

Global Information Management solution

• Common technology platform, standards-based integration

• Common processes, enforced consistency

PM LI

B QA

PM LI

B QA

European Office

Asian Office

Legend:PM=Project Management LI=Localized Information B=BrandingQA=Quality Assurance

PM LI

B QA

Ecosystem B

PM LI

B QA

PM LI

B QA

Ecosystem A

PM LI

B QA

Ecosystem C

US Head Office

Global Information Management

CreateCreate Store & Store & ManageManage ProvisionProvision PublishPublishAcquireAcquire

Global AuthoringGlobal

Authoring ChunkingChunking

FilteringFiltering

CMS, DMS, PDM integration

CMS, DMS, PDM integration

Catalogue Engines

Catalogue Engines

Web/Business Applications

Web/Business Applications

PrintPrintDTPDTPFile SystemsFile SystemsControlled LanguageControlled Language

Translation ManagementTranslation Management

Translation MemoryTranslation Memory

Automated TranslationAutomated Translation

Business and Technology ConsultingBusiness and Technology Consulting

Terminology Extraction & ManagementTerminology Extraction & Management

LocalizeLocalize

Localization Services

Localization Services

Quality AssuranceQuality

Assurance

SDL Global Information Management

Translation ManagementTranslation Management

Quality AssuranceQuality AssuranceAdministrationAdministration Process Management

Process Management

SDL Global Information Management

Knowledge-based TranslationKnowledge-based Translation

CreateCreate Store & Store & ManageManage TranslateTranslate ProvisionProvision PublishPublishAcquireAcquire

Translation MemoryTranslation Memory Terminology ManagementTerminology Management Automated TranslationAutomated Translation

Translation/ LocalizationTranslation/ LocalizationGlobal AuthoringGlobal Authoring

APIs and Connectivity FrameworkIntegration with Enterprise SystemsAPIs and Connectivity Framework

Integration with Enterprise Systems

Global PublishingGlobal PublishingGlobal Content Management

Global Content Management

Enterprise ServicesEnterprise Services

AGENDA

• SDL TRADOS Technologies

• Global Information Management (GIM)

• What is Translation Management

• Link between Content & Translation Management

• A short “live” example

What is translation ? - What Is Localization?

Localization isadapting product-related information for use in local markets.

= Translation PLUS adaptation

What is translation ? - What Is Localization?

Localization isadapting product-related information for use in local markets.

Translation Department

Marketing

DocumentationDepartment

ProductCatalogue

CustomerServices

Content Creation Translation-Department

Translationagencies Translators

CMS

FreelanceTranslator

FreelanceTranslator

InternalTranslator

The translation process is…

• Translation can hardly be done in-house Outsourcing• Even small projects executed over a global supply chain• Throw over the wall process, but high admin overhead

Marketing

DocumentationDepartment

ProductCatalogue

CustomerServices

Content Creation Translation-Department

Translation-agency Freelance

Translator

CMS

FreelanceTranslator

FreelanceTranslator

InternalTranslation

• Fragmented

• Manual

• Worldwide

• No Standards

• Tricky QA

Translation process – different view

• Typical isolated and „Throw-it-Over-the-wall“ process

• Reduced visibility over the complete (fragmented) process

• No defined and consistent process in place

• Process is scaled over people, Output is limited

authors / translation requester

Translation manager

internal translators

Agencies & external

translators

Translation team

Other challenges: Formats & Systems

Etc...

Office ToolsHTML, XML, SGML, ASP,…

Tagging

Translation department

Etc...

DTP

etc...

CMS

Etc...

Catalog systems

Store &Manage

TranslateLocalize

Publish Create

Content Publishers

Language Service Providers

Translators

Complex global information flows

Organizational, geographic & cultural barriers

Translation Supply Chain

Store &Manage

TranslateLocalize

Publish Create

R&D, Manufacturing, Marketing, Sales, Services, Technical

Documentation, Localization

Project Management, DTP,Engineering, Translation

& Review Resources

Lead TranslatorsTranslators &

Reviewers

Complex global information flows

Organizational, geographic & cultural barriers

Translation Supply Chain

Content Publishers

Language Service Providers

Translators

Translation ManagementTranslation Management

Quality Assurance

Quality Assurance

Workflow & automationWorkflow & automation

Process Management

Process Management

Established Translation Technology

CreateCreate Store & Store & ManageManage TranslateTranslate ProvisionProvision PublishPublishAcquireAcquire

Translation MemoryTranslation Memory Terminology ManagementTerminology Management

Translation Technology today ...

• Today’s technology based on recycling of human translations (Translation Memory Systems)

Never have to translate the same sentence twiceSimilar phrasings are re-usedReduces translation volumeShortens processCuts cost up to 80%Faster time-to-marketEnsures consistence (=quality)

• Terminology management preserves branding and positioning in foreign language markets (Terminology Databases)

NO machine translation – would not meet your expectation in quality!

The “Translation Memory” is a ...

Growing database

that constantly “learns”

during translation

30%Project Management& Transaction Costs

The “Translation Memory” is a...

Updat

ed

...Centraldatabase

that constantly

“recalls”former

translations

Examples: Recall

• Finds exact content from former translations(exact match)

Examples: Recall

• Finds similar content from former translations(fuzzy match)

Examples: Recall

• Finds contextual information from former translations(concordance search)

Terminology problems?

hotkeyhot key

shortcut keykeyboard

shortcutaccess key

accelerator key

keyboard accelerator

Interface Engineering / Documentation

• Marketing

• Sales

• Export

• Development

• Documentation

• Product Management

• IT

• Communication

• Translation

Department Translation

14 un

nece

ssar

y Synon

yms

14-ti

mes re

sear

cheff

orts

Interface

Excel

14-ti

mes tr

ansla

tions

Terms

KühlmitteltemperaturfühlerKühlmittelgeberKühlmittelsensorWassertemperaturfühler IINTC IIDoppeltemperaturfühlerNTC-WasserKühlwassergeberNTC-Kühlmittel MotorkühlmittelfühlerDoppeltemperaturfühlerKühlmittel-ThermometerKühlmittelfühlerDoppel-NTC

Interface Engineering / Documentation

• Marketing

• Sales

• Export

• Development

• Documentation

• Product Management

• IT

• Communication

• Translation

Engineering 5.000 –25.000 Terms

5-30 Languages

Interface Engineering / Documentation

• Marketing

• Sales

• Export

• Development

• Documentation

• Product Management

• IT

• Communication

• Translation

Department TranslationTerms Interface

EfficientTerminology-Management

Perfectly combined at translators desk

Translation MemoryTranslation Memory Terminology ManagementTerminology Management

• Re-use of existing translations

• Automatic Term Recognition

Store &Manage

TranslateLocalize

Publish Create

Content Publishers

Language Service Providers

Translators

Complex global information flows

Organizational, geographic & cultural barriers

Translation Supply Chain

How to make sure, that all are using the same technology?

Store &Manage

TranslateLocalize

Publish Create

R&D, Manufacturing, Marketing, Sales, Services, Technical

Documentation, Localization

Project Management, DTP,Engineering, Translation

& Review Resources

Lead TranslatorsTranslators &

Reviewers

Complex global information flows

Organizational, geographic & cultural barriers

Translation Supply Chain

Content Publishers

Language Service Providers

Translators

How to make sure, that all are using the same technology?

AGENDA

• SDL TRADOS Technologies

• Global Information Management (GIM)

• What is Translation Management

• Link between Content & Translation Management

• A short “live” example

CONTENT MANAGEMENT LANGUAGE/TRANSLATION MGMT

3b. PRE-PROCESSING

1. CREATION

2. CHUNKING

4. VERSIONING

5. STORAGE

6. PUBLISHING

3. APPROVAL 3a. COST ESTIMATION 3c. TM LEVERAGE

3d. TERM LEVERAGE

3e. VENDOR MGMT

3f. L10N PROCESS

Link Between Content Mgmt and Localization Mgmt

Bring together the best of two worlds!

How CMS influences translation!

• Information units are increasingly becoming smaller

Topics, Chunks, DCRs, catalogue entries, XML ...

• CMS influences dramatically size of translation projects

Instead of one catalogue every two years, every day a small change...

• Dynamic content and decreasing project sizes makes translation hard due to missing context

• Translation often more expensive than content creation

Content is written once but sometimes translated in over 30 languages Costs incur per language

Translation Production

DocumentationCreation of ContentProofreading, VerificationProject Management

6 Translation Agencies (Vendors):Translation productionQuality AssuranceProject Management

6 Country Offices + 12 Partners/Resellers:Content CreationProofreadingVerification

Marketing:Content CreationProject Managers

72 Freelance Translators + 6 Internal Translators ...

3000 Products200 Product Introductions

30% Product Maintenance30 Target Languages

33,000 Parcels

Loss of control

Loss of efficiency

Loss of transparency

Packing, dispatching, checking, ...

• Siemens estimates that the introduction of a CMS increases the number of translation projects from 13,000 to 44,000. This corresponds to an additional effort of 20+ project managers.

• VW had to delay the roll-out of its global CMS for repair guides, because it couldn’t handle the translation process.

• HP realizes after 5 years systematic introduction of CMS and catalogue systems a decrease of localization project sizes of annual 21%

• Merten, producer of switches, realized that the introduction of a catalogue system was only manageable in combination with a translation production system.

• Belkin is confronted with an annual increase in translation volume of 25% and a decrease of project sizes of 11%. 40% higher project management efforts have to be handled per year...

How CMS influences translation!

SDL TRADOS

File based XML-”Interface” (1)

2RedDot CMS

CMS Editor for Writer

XML

3

4

Translatorsonline / offline

1. Marked content (container) are exported in XML files

2. PJM imports XML files in Translation Management system, creates packages

3. Packages are send out to translator, Translator ussesTM and Termbase for translation, sends results back

4. Translation results are stored in the CMS for publication

PJM

1

SDL TRADOS

File based XML-”Interface” (1)

2RedDot CMS

CMS Editor for Writer

XML

3

4

Translatorsonline / offline

Challenges:

1. Manual process step between systems (CMS Translation CMS)

2. Usage of CMS systems typically decrease translation volume, BUT increases number of translation projects

3. Handling of XML files for translators

PJM

1

XML files in translation process

PROTECT the TAGS!

Or hide the TAGS!

Integration via API (1)

TRADOS Translation

Memory

2

1

1. Translators can access Translation Memory from within CMS to re-use former translations

2. Integration of Termbasesand automatic Termrecognition

TRADOS MultiTerm Termbase

RedDot CMS

CMS Editor for Writer

CMS Editorfor translators

Example (1)

Integration: SDL TRADOS Translation Memory Server

• Re-use of existing translations

• Web enabled

• Access via CMS

Challenge:What about external translators?

What about offline translation?

1

SDL TRADOS

Integration via API (2)

2

1. Content for translation is marked in CMS and transferred to Translation Management System (TMS)

2. TMS picks source content, creates packages

3. The packages are send to the translators to work on

4. Finishing translation it‘s passed back via TMS to CMS.

RedDot CMS

CMS: Übersetzungs

-Koordinator

3

1

4

4

Translatorsonline / offline

Demo Scenario

Translators and Proof Readers

Localization Project Manager,

LSP

Content creator

Translation

Automated pre-

processing

Editing Proof reading

QA

Automated post-

processing

Creation and updating of content

Submission to workflow process

Final approval process

Published to Web Site

SDL.com