Global Information Management: 5 Strategies for Delivering Global Content

Sophie HurstDirector, Product MarketingSDL

Andrew ThomasGIM EvangelistSDL

Our Mission

We help corporations drive global revenues and reduce costs by providing the software

and services to deliver global content

SDL

Publicly traded company with $250m annual revenuesOver 2000 employees in 50 offices across 32 countries

Award-winning and profitable with long term financial stability 80%+ of the global translation supply chain use SDL software500+ deployments of enterprise technologies

sdl.com sdltridion.com sdltrisoft.com lspzone.com translationzone.com click2translate.com freetranslation.com

Recognized Leader in Global Information Management

41 of the 50 Top Global Brands*

*Source: Interbrand, 2008

Reaching Global Customers

The Challenges of Managing Global Content

Global Customer Communication

Multiple communication channelsIncreasing customer expectationsSmaller, more targeted segmentsMore markets and languagesMore competitors to compare against

Multiple content typesMore departments More acquisitionsMore brandsShorter product lifecyclesMultiple regions

Customers need communications

• For different purposes• As fast as possible• In a language they

understand

Many dimensions of complexity

• Process challenges • Content proliferation• Internal and external

fragmentation

Content is Created

GlobalCustomer

Process Challenges in Managing Content

• Create and reuse• React to

changing environment

• Ensure quality at source

• Terminology

Create Content

GlobalCustomer

• Languages• Vendors• Distribution• Consistency• Terminology• Reuse• Review

Translate Content

• On time• In local language• To drive

revenues• To improve

customer satisfaction

Deliver Content

• Control• Version• Secure• Reuse• Personalize• Central control,

local flexibility

Manage Content

Content Proliferation and Fragmentation

Content is Created

GlobalCustomer

Quick Start and User Guides

Marketing

Collateral

Website Content – Multiple Pages

Support and Knowledge

Base Content

User Interface

Multiple Vendors

Multiple Departments

• 100s of products

• 1000s of pieces of content or documents

• Time, cost and quality pressures

Content Proliferation

Multiple Models

LabellingLabelling

User InterfacesUser Interfaces

User DocumentationUser Documentation

Research &Development

Bill of MaterialsBill of Materials

Custom DocumentsCustom Documents

Compliance InfoCompliance Info

Operations &Manufacturing

Sales CollateralSales Collateral

WebsiteWebsite

PromotionsPromotions

Sales &Marketing

Knowledge BasesKnowledge Bases

Website FAQsWebsite FAQs

Service BulletinsService Bulletins

Service &Support

End-to-end Process for Global Information Management

Writing high-quality

source content and preparing

for translation

Global

Authoring

A database of everything

that has been written

and translatedbefore and

can be reused

Translation

Memory

Storing keybrand

terminology in one central location

for allto access

Terminology

Management

Web Content

Storing and managing content ina locationwhere it can be

accessedand reused

ProductContent

Content

Management

Managingthe process of deliveringmultilingual

content, centralizingtranslation

memories and sharing with translators

Central Store of Multilingual

Content

Translation

Management

Providing an instant

translationfrom a

machine. Either to give an

understanding of the meaning

or combinewith people for high-quality

output

Automated

Translation

SDL GIM Platform Access to central assets for global content

SDL Services

5 Key Strategies

5 Key GIM Strategies

Strategy #1: Consistency and QualityImprove customer satisfaction and support your global brand

Strategy #2: Speed Product DeliveryExtend your reach in the global marketplace

Strategy #3: Centralize and ReuseDecrease translation costs and speed time-to-market

Strategy #4: Engage and PersuadeChange the way you communicate with customers online

Strategy #5: Automate TranslationsCommunicate like you've never communicated before

© 2008 SDL International. Company Confidential. Forward-looking information is based upon multipleassumptions and uncertainties and does not necessarily represent the company’s outlook.

Strategy #1:Consistency and Quality

Improve customer satisfaction and support your global brand

Authoring in Today’s Global Business

Not only English native speakers live in the US for exampleContent is provided through the internet so anyone can read itSome of that content is also translatedContent is often written by non-native speakers

Content today is global content, from the start

The need for global organizations to think “global” right from the start

has never been greater

User Guides

Human Contact

The Branding Consistency Dilemma

The Power of Consistent Terminology

© 2008 SDL International. Company Confidential. Forward-looking information is based upon multipleassumptions and uncertainties and does not necessarily represent the company’s outlook.

Strategy #2:Speed Product Delivery

Extend your reach in the global marketplace

Business Drivers

Increased RevenuePeople buy based on access to product and technical informationAccelerate time-to-market for global launchesExpansion of number of languages supported

Improved customer satisfactionTechnical content is part of the productBuyers, customers and partners consume technical information On-demand access to technical information

Cost Reduction / Efficiency GainReduce call center costs and product returnsEasily create, manage and personalizeEliminate Desktop Publishing (“DTP”)

Business AgilityMore flexibility to make content / product changes closer to launchContent can be dynamically delivered Mirror changes in the software development process

GlobalAudiences

From Unstructured to Structured Authoring

Linear end-to-end process of writing in books

The end content can be made up of smaller components

These can then be written as topics in their own right

But you need a way to structure and organize the components

DITA provides a structure for authoring in components

But where do you store and manage these components? How do you find them and put them in the specific information that supports

different models sold in different markets, to make it relevant to what customers have purchased?

Start Content

Creation

How DITA Supports Personalization

m1 m2 m3 m4

m1 m2 m3 m4 VariationsOf Deliverables

Product Variations

Market SegmentsVariations in Customer

Profiles

Without a CCM : Trickle-down Nightmare for Localization

Translated Topic ManagementEach of these topics may be translated to many languages.Not all of them will be translated in all languages.

© 2008 SDL International. Company Confidential. Forward-looking information is based upon multipleassumptions and uncertainties and does not necessarily represent the company’s outlook.

Strategy #3:Centralize and Reuse

Decrease translation costs and speed time-to-market

Evolving Localization Strategy

User ManualsUser Interface

Packaging

ContentStore

R&D

Knowledge BasesFAQ’s

Service Bulletins

ContentStore

Support

WebsitesProduct Collateral

Promotions

ContentStore

Sales & Marketing

User ManualsUser Interface

Packaging

ContentStore

R&D

Head Office

FrenchGerman

PortugueseSpanish

TM

Agency

FrenchGermanItalian

Spanish

TM

Agency

JapaneseChineseKorean

TM

Agency

CzechHungarianRussian

TM

Agency

Spanish LABrazilian

Portuguese

TM

Agency

German

TM

Agency

WebsitesProduct Collateral

Promotions

ContentStore

Sales & Marketing

German Office

WebsitesProduct Collateral

Promotions

ContentStore

Sales & Marketing

French Office

French

TM

Agency

Centralization of Language Assets

Translation Management System

Translation MemoryTranslation Memory

Terminology DatabaseTerminology Database

Languages RulesLanguages Rules

Business RulesBusiness Rules

DictionariesDictionaries

Global Authoring Global Authoring

Sales CollateralSales Collateral

WebsiteWebsite

PromotionsPromotions

Sales &Marketing

Content

LabellingLabelling

User InterfacesUser Interfaces

User DocumentationUser Documentation

Content

Research &Development

Bill of MaterialsBill of Materials

Custom DocumentsCustom Documents

Compliance InfoCompliance Info

Operations &Manufacturing

Content

Knowledge BasesKnowledge Bases

Website FAQsWebsite FAQs

Service BulletinsService Bulletins

Service &Support

Content

Cost Savings

Illustration of the value of leveraging translation

memory across multiple business units

Demonstrates that:1. Translation content can

be leveraged across the organization

2. Centralized and automated TMs through

SDL TMS ensure effective reuse of

translated data and maximum cost savings

Evolution of TM Leveraging - Business Unit 1

24%

42%

71%89%

0%

20%

40%

60%

80%

100%

1

2003 2004 2005 2006

Evolution of TM Leveraging - Business Unit 1

24%

42%

71%89%

0%

20%

40%

60%

80%

100%

1

2003 2004 2005 2006

Evolution of TM Leveraging - Business Unit 2

47%

61%

0%10%20%30%40%50%60%70%

1

2005 2006

Evolution of TM Leveraging - Business Unit 2

47%

61%

0%10%20%30%40%50%60%70%

1

2005 2006

© 2008 SDL International. Company Confidential. Forward-looking information is based upon multipleassumptions and uncertainties and does not necessarily represent the company’s outlook.

Strategy #4:Engage and Persuade

Change the way you communicate with customers online

Persuade with Localized Websites

Country-specific websites: standard business practiceEmerging markets: new opportunities (China, E. Europe, India)Local websites: test and capture new markets

Building Blocks Architecture

BluePrinting

Efficient Language Reuse

© 2008 SDL International. Company Confidential. Forward-looking information is based upon multipleassumptions and uncertainties and does not necessarily represent the company’s outlook.

Strategy #5:Automate Translations

Communicate like you've never communicated before

Challenges in Global Business

Large volumes of content incurring high translation costsPressure to release products and information quicklyIncreasing drive to reduce translation costsDistributed workforces increase communication challengesContent that changes frequently must be translated quickly

Automated Translations

Different Uses of Automated Translation

Learn more about GIM!

Register for upcoming webinars within the series:www.sdl.com/gim-webinar-series

Download case studies and whitepapers: www.sdl.com/knowledgecenterRead more about SDL GIM Technology: www.sdl.com/technology