global, shmobal! what’s in it for me? hans fenstermacher march 19, 2003

Global, Shmobal!Global, Shmobal!

What’s In It For Me?

Hans FenstermacherHans FenstermacherMarch 19, 2003March 19, 2003

© 2002 ArchiText Inc. All Rights Reserved.

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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 fasterTime to market is the driving force now

More volume has entered the processVolume and newcomers have created complications

Per-unit deployment costs are lower nowBut deployment expenditures (esp. localization) are rising fast

The process is understood better by many involvedFamiliarity with the process has bred some contempt


33

Companies Are Globalizing

Every move companies make is visible worldwide (e.g., Web presence)Intense competition from all over the globeBusiness can no longer afford to act locallyGlobalization (G11N) is critical to success in world markets


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Why Should You Globalize?

Content development is a business processBPO (Business Process Outsourcing) is real: Your job is at stakeContent G11N raises ROI (Return on Investment) and makes a measurable contribution to the bottom lineYou determine your own value


55

G11N Is About Revenues

Non-U.S. markets grow from 51% of total e-commerce in 2000

to 62% in 200470% of U.S. corporations currently get less than 10% of e-commerce revenues from abroad

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

2000 2001 2002 2003 2004

Rest of World

U.S.

e-Commerce in $ Trillion

(Source: IDC)


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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


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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)

BE

FO

RE

BE

FO

RE


88


Measurable usability improvements were made:Conciseness (50% fewer words)+58%Scannable layout (bullets)+47%Neutral, objective language +27%All combined +132%


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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)

AF

TE

RA

FT

ER


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G11N Is About Content

All content must now be global because it may be used anywhere at any time for any purposeContent is all about textThe biggest factor in the cost, quality, and usability of multilingual content is how many and which words you use


1111

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


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Person Hours Comments Instances

Cost

Programmer($60/hr)

0.083 5 min. rewriting field label 1 $5

Writer($40/hr)


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)


8 $320 x 15

languages =

$4,800

Total $5,445

Source: Ben Martin, JDEdwards


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17 words saved (@ $0.25/word) = $4.25x 2 occurrences/page (average) = $8.50x 150 pages (average volume) = $1,275x 6 languages = $7,650

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 XY

Before: After:


1414

G11N Syndrome: Too Many Words

“Visually inspect the back of your PC.”

More examples:• manually edit• if you want• in order to• automatically


1515

G11N Syndrome: No Information

“This Chapter explains functions the operator might be required to perform under certain circumstances.”

14 words totalEst. L10N expense (11 EU languages): $49


1616

Localization Pricing with TM

Cost Factor % Match of Text Segments

Lowest Cost 100% match

Cost Discount Fuzzy match (65–99%)

Highest Cost New textText that doesn’t match enough

(< 65%)


1717

Steps You Can Take Today

Define and catalog terminology rigorouslyCollect metrics now!Write sentences for use in more than one wayIf you can cut a word, always cut it outDevelop content you will be glad to see againDon’t let the product team push you aroundDon’t let management, others, or yourself off the hook


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ArchiText’s G11N Solution:

Define product and scopeCreate detailed user profile(s)Segment text via TM toolsMaximize 100% matchingStreamline format & structurePerform multiple targeted editing passesCheck consistency & detailPerform thorough client review


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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 qualityInfluence over resource allocation (your job?!)

Voice in the process (R-E-S-P-E-C-T)

global, shmobal! what’s in it for me? hans fenstermacher march 19, 2003

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