GAME CHANGERS

FALL 2015 | SILICON VALLEY

PREDICTING

THE FUTURE

LOCLEADERS2015

LOCLEADERS

G A M E C H A N G E R S

Welocalize LocLeaders Magazine is representative of the collective experiences and words from guest panelists and invited guests who attended LocLeaders Forum 2015: Game Changers in Silicon Valley.  We assembled several guest blogs into insightful articles, along with quotes from localization leaders who attended this exclusive event at Levi’s Stadium in Santa Clara, California.  The goal of all LocLeaders Forums is to bring peers together to share, collaborate, debate and exchange ideas with each other on how to move us all forward.

Thank you to all of those that joined the conversation. We hope you enjoy the collection of informative stories as much as we did in bringing them together in our semi-annual publication. Louise Law and Molly Allen Barbour, Welocalize

PREDICTING THE

The Welocalize LocLeaders Forum 2015 in Silicon Valley was a big success. Attendance was at its highest level ever. Many industry leading companies were in the audience and the presentations throughout the day were insightful and thought-provoking.

I kicked off the day with a presentation titled "How to Predict the Future." I described my vision around predictive analytics and why I believe that it will fundamentally change how localization programs are organized. READ MORE & WATCH THE VIDEO

Smith Yewell, Welocalize CEO

FUTURE

C O R E T E N E N T S T O M Y V I S I O N :

1. The Internet of Things (IoT) both enables & drives the need for a new localization paradigm

2. Some of fundamentals of the Uber car service model can also be applied to our industry

3. The “black box” localization model of years past cannot keep up with the today’s business velocity

3

At the  Welocalize LocLeaders Forum 2015 Game Changers  event in Silicon Valley, Chris Grebisz, Chief Innovation Officer at Welocalize, led the afternoon session, Game Changing Disruptive Economics, with the help of panelists Andy Jacobson from Blackboard and Loïc Dufresne de Virel from Intel. In this blog, Chris summarizes some of discussion highlights.

The overall thesis on the subject of economic models in the localization industry is that existing economic models have stayed relatively static, while the demand and expectations for global products and services have changed radically. The language of products have changed dramatically which means we can no longer be too utilitarian about our approach to translation and localization. End-users and translators can’t experience separate pieces of content or digest disjointed information. They need to be able to join the dots to create an overall experience.

One of the themes that ran through LocLeaders and Localization World 29 was the fact that localization now deals with customer experience. Organizations don’t build products anymore, they build customer experience. There’s no finite start and finish point for each interaction. The overall customer experience cycle is continuous and this impacts the localization model. It’s all about engagement now and adapting our economic models to fit customer and translator engagement. READ MORE

Chris Grebisz leads Welocalize's Innovation team, with responsibility of bringing customer-centric solutions to market that help global organizations achieve their business and customer experience goals.

Disruptive economics in the Localization Industry

The bottom line: How much effort and money should it cost to achieve ship-able quality after the translation stage? Why can we not just translate and ship? I heard many interesting discussions at the Welocalize LocLeaders Forum 2015 event including how different clients interpret the translation tasks within a workflow and the evolving relationship between clients and translators. READ MORE

Simon McManus Localization Manager

Motorola Mobility

Compensate Translators Based on Revenue, Impact & Experience

Changing Economic Models in Localization

Derek McCann recently joined the Welocalize senior leadership team, having spent more than 20 years successfully managing many Microsoft localization programs and most recently, as head of  localization for Microsoft Windows®.  

At the Welocalize LocLeaders Forum 2015 event, held at the Levi’s Stadium in Santa Clara, California, Derek was a featured guest speaker, sharing his views on the topic of  Game Changers in Globalization. In this blog, he details some of the significant and disruptive influences that are shaping the industry today and in the future. READ MORE

Derek McCann, Chief Customer Officer, North America, Welocalize

Six Game Changers Globalization & LOCALIZATION

TRANSLATION & LOCALIZATION IS NOT A UTILITY

MT IS PART OF OUR LIVES

#1 – GAME CHANGER:

#2 – GAME CHANGER:

#3 – GAME CHANGER:

BE AGILE

#4– GAME CHANGER:

THE SUPPLY CHAIN & IN-CONTEXT REVIEW

OUR END-USERS TALK FREELY

BIG DATA

#6– GAME CHANGER:

#5– GAME CHANGER:

LOCLEADERS

GAME CHANGERS

On a sunny autumn day in October 2015 during LocWorld29 week in Santa Clara, California, 75+ localization leaders spent the day together at Levi’s Stadium for the Welocalize LocLeaders Forum 2015 event.  During a panel discussion moderated by Welocalize’s Daniel Gray, he posed a series of questions with a themed backdrop of “Creating your Playbook with Data,” with two questions posed to the Autodesk participants on the panel:

1. Frequency of real-time data to influence decisions? 2. Dashboards – do you have them and, if so, how are they used?

The following blog explains how we used ‘right-time’ data from our existing dashboards to follow the sun and build rock solid teams across the globe. READ MORE

Jennifer Johnson Senior Manager of Localization Services

Autodesk

Use Right-Time Data & Dashboards to Build Rock Solid Global Teams

If you have been in the industry a long time, you probably remember the old way to estimate the cost of a software localization project running on Windows, ballpark $1/word, along with the usual discussions around content 90% complete, or even the notion of a UI freeze. You also know that today, this simplistic approach no longer applies as our environment has changed drastically. Here are a few thoughts about changes in software localization, and their potential impact. READ MORE

Loïc Dufresne de Virel Localization Strategist, Intel Corporation

MOBILE Agile

Integration Automation User Experience

Disruptive Changes in Software LOCALIZATION THEIR IMPACT

At the core of the LocLeaders discussions on

disruptive economic models was how we

change our approach to the role of translators

and QA resources. Translators must be a part

of the whole content creation and localization

process to achieve future success. It is no

longer just a linguistic process or completing a

set of translation tasks. READ MORE

Andy Jacobson, Senior Director for UX

Operations, Blackboard

Get Translators Engaged in the WHOLE LOCALIZATION MISSION

“To deliver content that has the desired impact, translators and reviewers need to have access to information about the company, products and services to ensure translations are in-context. By knowing more about the bigger picture, translators and reviewers will feel more committed and an integral part of the whole team. It is a fantastic asset to have in-context information, available as part of the technology stack. It saves time, money and improves quality. Thanks to Welocalize for another great LocLeaders event and for driving some really leading-edge discussions.”

Ellen Bruseker, Globalization Language Services Manager, Intuit

“To help us make better decisions for all our global users, we are putting a big focus on data as part of our overall localization program. You can have all the data in the world but if you can’t present it in a relevant way, you’re wasting your time. Good dashboards are important as they consolidate information about usage, behavior and the quality and status of each locale and they help the localization team make better business decisions.” 

Meredith Wright, Localization Manager, Netflix

"Using intelligent data as part of the strategic decision-making process for any localization program is crucial for future success.  Identify and form alliances, such as sales and marketing teams, web masters and other useful resources  in the organization to obtain actionable data points. Having readable data points and access to intelligent proactive and reactive data enables intel l igent local ization decisions.”

Lingchuan Chen, Localization Vendor Manager, Google

“The most visible change for me at Welocalize LocLeaders Forum 2015 in Silicon Valley was the diversity of attendees. There were many new faces, from ambitious technology startups to enterprises in new v e r t i c a l s .   A n d t h e p e o p l e representing these companies were just as broad -- from roles in customer success function to UX experts.   The diversity underscores the growing awareness and need of companies to think strategically and tactically about their business and how they engage with a global audience."

Tuyen Ho, Senior Director of Corporate Development

at Welocalize and member of the Localization World Advisory

Committee

THE BUZZ

GAME TIME STRATEGY CHALLENGE L O C A L I Z A T I O N S T R A T E G Y H O T S E A T

BY MIMI HILLS DIRECTOR, PRODUCT GLOBALIZATION, VMWARE

There we were at the front of the room at Welocalize LocLeaders Forum.  The session was Game Time Strategy Challenge! Two teams faced off, each team containing three localization managers. A series of quick fire questions were posed on various localization topics, giving us minutes to formulate a strong response. Each team’s response was presented to the LocLeaders audience for them to vote on, with the hope that our strategy would win the vote against the other team. It was just a game, but of course, we took it very seriously as we brainstormed our answers. You don’t pose localization challenges to a team of localization professionals without creating fierce competition. READ MORE

LOCLEADERS

W E L O C A L I Z E L O C L E A D E R S

CREATING WITH DATAaPLAYBOOKHuw Aveston is Managing Partner and Commercial Director at Traffic Optimiser, provider of multilingual SEO, SEM and digital marketing services for global brands. Traffic Optimiser is one of Welocalize’s strategic partners and Huw participated as a panelist in the LocLeaders discussion, “Creating a Playbook with Data.” Global marketing and localization teams often need to work closely together and in this blog, Huw takes us through some of the jargon and acronyms commonly used by marketing departments to monitor and measure the performance of global campaigns. READ MORE

Huw Aveston, Managing Partner & Commercial Director , Traffic Optimiser

TOP10 ONLINE MARKETING ACRONYMS:

CPC = COST PER CLICK

CTR = CLICK THROUGH RATE

CPA = COST PER ACQUISITION

CPL = COST PER LEAD

CR = CONVERSION RATE

PPC = PAY PER CLICK

SEO = SEARCH ENGINE OPTIMIZATION

SEM = SEARCH ENGINE MARKETING

ARPU = AVERAGE REVENUE PER USER

AOV = AVERAGE ORDER VALUE

CLICK HERE to see what they mean &

the content in which they are used.

The theme of Welocalize’s LocLeaders Forum event at the Levi’s Stadium was Game Changers. The sheer quality and prime location of the event meant significant global organizations were in attendance, sharing valuable insights on topics of data to drive localization decisions, economics, the future of our industry and the pending disruption that will drive us all to think and “act” differently. Big global brands and start-ups were open in  sharing challenges and best practices, keeping  the conversations forward-thinking. READ MORE

Louise Law Global Communications Manager

Welocalize

Localization World Conference 29Welocalize’s LocLeaders Forum

2015: Game Changers read more

TOP 5 highlights

#2 it’s not just about words

anymore

#1 predict the future

#3 your revenue today is not your

revenue tomorrow

#5 client stories keep it real

#4 localize in context

This year’s LocLeaders Forum 2015 event, which took place in Silicon Valley, had an amazing  turnout. There were many localization experts from global brands, across various industries, in attendance. Not only did our established clients and colleagues join the conversation, there were several new attendees from a wide variety of ground-breaking companies. The participants came from established and emerging sectors, all at different stages of localization maturity. Many newcomers to the Welocalize LocLeaders Forum noted that the sessions were inspiring and they felt it was a  great way to meet others  who had similar challenges and opportunities to help their organization achieve their respective business goals. READ MORE

Monique Nguyen, Regional Enterprise Sales Director, Welocalize

voices of the gam

e changers

Implementing a localization strategy for an international company with a well-known global brand can be challenging. Due to the variety and volume of content, whether product, sales and marketing, technical, training, user information and social content, there is a wide range of people, skills, processes and technologies involved in the successful delivery of localized content to target global markets.

To ensure success, localization managers and product owners must align activities to the overall corporate objectives and goals that drive the whole organization. Expanding global reach and further penetrating existing markets is often a key business objective and it is important for localization teams to be fully aware and plugged into these corporate goals. READ MORE

Salvatore Giammarresi, Head of Globalization, PayPal

ALIGNING LOCALIZATION GOALS TO GLOBAL BUSINESS STRATEGY

GAME CHANGE

RS

Fg ivt l

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