lavacon kinetic, mangaing the translation process-a peek behind the curtain

Managing the Translation Process:

A Peek Behind the CurtainPresented by

Scott Carothers

Today’s Agenda

Where’s the problems/concerns?

Why are translations a ‘black spend’?(Typical process)

Optimized process

Where’s the money & the savings?

Q & A

• Quality

• Speed to market

• Budget

• Content

The Headache

Translation Concerns

• Translations decentralized

• No enterprise-wide Translation Memory or workflow process

• Inconsistent pricing

The Headache

Current Enterprise Problems

Translate This!

D) $46 billion & growing at an annual rate of 12.5%

How Big is the Translation Industry?

A) $7 billion B) $14 billionC) $21 billionD) $46 billion

Source: Common Sense Advisory

Departments Requiring Translations

Marketing

Legal

HR

IT

Quality Assurance

Engineering

Customer Service

Product Development

Technical documentation/product manuals

Website localization - eCommerce

Legal – compliance & regulatory, contracts

Product development & marketing materials

HR – training & policy documents

Where are Translations Needed?

How many countries are you in?

How many products are offered to those countries?

How many languages are required?

Your Translation Spend

Let’s do the math…

Your Translation Spend

Product Type: Average Pages/Product

Products LanguagesWords per

PageAverage Per Word Cost Marketing Tech Docs Contracts Total Spend

Consumer Retail Products 50 15 250 $0.23 8 50 30

$345,000 $2,156,250 $25,875 $2,527,125

Industrial Products 25 15 250 $0.23 8 300 30

$172,500 $6,468,750 $25,875 $6,667,125

Complex Industrial Products 1 15 250 $0.23 1922

$1,657,725

$1 spent on translations gains $40-$400 in international revenue*

40% of customers more likely to buy when in their native language*

Your products gain credibility

What is the ROI on Translations?

*Source: Common Sense Advisory

Translate This!

How many Languages do you need to translate to cover 92% of the world’s GDP?

C) 15 Languages cover 92 % of the world’s GDP producers!

A) 15 B) 27 C) 64D) 93

Source: Common Sense Advisory

Source: Common Sense Advisory

92% of Worlds GDP Producers

• Quality

• Speed to market

• Budget

• Content

Translation Concerns

The ‘Old School’ Translation Approach

No uniform, centralized process

Inconsistent pricing

Seller’s market

No vendor validation or ratings

No budgetary accountability

Few vendors, often just one

Tied to a vendor’s technology

Vendor controlling Your Intellectual Property (IP)

No vendor validation or ratings

Major Management RISKS

Translations are a Black Spend

Tucked away as hidden costs in each department

How many Language Service Providers (LSPs) are in the industry?

D) 28,000 - translations are a commodity!

A) 7,000B) 14,000C) 21,000D) 28,000

Source: Common Sense Advisory

Translate This!

How many certified translation professionals are in the industry?

D) 500,000+ worldwide

Translate This!

A) 150,000B) 250,000C) 400,000D) 500,000

Source: Common Sense Advisory

Globalization – the international integration of your products

Translation - the transformation of text from one language to another

Localization - adding cultural nuances

Internationalization - the process

of preparing your files for translation

and localization

Industry Terms

Translation Memory (TM) - stores previous translations for future use (biggest savings opportunity)

Language Pairs - stored in your TM, 2 words/phrases

Word Matches (100% & ‘fuzzy’ matches) - words in a new project that match previously approved translations to varying degrees

MT - Machine Translation: Google Translate, etc.

Industry Terms

Take Control

•Always leverage intellectual property

•Greater quality & consistency

•Faster time to new markets

•Continuously increasing savings

Best Practices

Centralize & Maximize your Translation Memory

• 24-33% savings average 1st year

• 40% second year

• Above 50% in third year

Potential Savings

Where’s the Money?

20

30

40

50

Year 1 Year 2 Year 3

% Savings

ACTUAL TM Savings

Example: 150,000 word manual (English to Spanish)

Average translation rate: 1,500 words/day = 100 days

Average translation word rate $0.23 = $34,500

Centralized TM will typically produce a 40% match rateNow = 60 days

Now = $20,700

Cost savings: 40% / $13,800

Time savings: 40% / 40 days

•Centralized process makes everyone work more efficiently for additional time savings

•Aggregate your volume to make Buyer’s market

•Output is more consistent

Best Practices

Centralize your Process & Workflows

•Data on each vendor reveals quality, pricing and delivery performance

•Choose the best vendor for every job

Best Practices

Vendor Performance Ratings

•Aggregate metrics across all users & vendors

•Negotiate from strength

•Know the costs before vendor selection

•Plan & budget based on real numbers

Best Practices

Vendor-Independent Business Metrics

Best Practices Dashboard

•Deal exclusively with approved vendors

•Don’t upload proprietary info to the cloud

•Don’t have your distributors translate

Best Practices

Always Control YOUR Intellectual Property

•$46 Billion industry

•28,000 LSP’s

•500,000 Certified Translators

Bid it out!

Best Practices

Aggregate Volume Creates a Buyer’s Market!

Printing is also a Commodity! $72 Billion Industry with 25,100 Printers

Best Practices

Automate as Much as Possible

Yes or No:

If a contract is written & executed in English, is it valid in a foreign speaking court room?

No, only the translated version will be relied upon

Translate This!

Case Study

• 24-33% savings average 1st year

• 40% second year

• Above 50% in third year

Potential Savings

Where’s the Money?

20

30

40

50

Year 1 Year 2 Year 3

% Savings

•Centralize TM Fully Leverage your IP

•Uniform Process Enterprise-Wide Adoption & Use

•Full Transparency Financial Accountability

•Ad hoc Pricing Total Volume Pricing

•Vendor Reliant Vendor Independent

•Metrics Vendor Performance Ratings

Best Practices Summary

Eliminate the Risks

With a translation process in place

•Controlling TMs improves brand consistencies

•Establishing a process, workflows, glossaries and term bases improves brand consistencies

•More transparency in automated communications improves brand consistencies

Improving the Outcomes

Scott CarothersSenior Globalization ExecutiveKinetic theTechnologyAgency

Scott@theTechnologyAgency.com502.719.9565

Q & A