Building a Global Web-to-Print Program

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 & emerging technologies• Collaboration tools

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

• Q&A

Building a Global Web-to-Print Program

• Contact information:Robert ZimlichGlobalization Executive Kinetic502.719.9522rob@thetechnologyagency.com

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