strategies for choosing a lsp

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  1. 1. Strategies for Choosing aLanguage Service Provider Join the Conversation on Twitter: #LIOX @LionbridgeFebruary 2011 2010 Lionbridge Technologies, Inc.Company Confidential distribution prohibited without permission
  2. 2. IntroductionsJohn YunkerCo-founder of Byte Level Research, and author of the bookThe Savvy Clients Guide to Translation Agenciesjyunker@bytelevel.com@johnyunkerBlog: www.globalbydesign.com Paula Shannon CSO, Senior Vice President, Lionbridge Paula.Shannon@lionbridge.com @PaulaBShannonCompany Confidential distribution prohibited without permission
  3. 3. Lionbridge Snapshot$400M Leader in Translation, Testing and DevelopmentGlobal Scale Market Leadership4,200 employees 26 countriesLeader in $14B services industry 1,900 offshore employees Translation and adaptation 85,000+ third party, mobile of products and content forand at home workers international marketsCloud Technology Platform Loyal, Global ClientsRecurring relationshipsCrowd-in-the-Cloud SM with 500+ global clients Industry leading technology 80% of revenue comes Drives efficiency from recurring clients Improves productivity 12 of the Fortune 20companies are clientsCompany Confidential distribution prohibited without permission
  4. 4. About Byte Level ResearchAvailable at www.bytelevel.comCompany Confidential distribution prohibited without permission
  5. 5. AgendaTranslating the Translation IndustrySelecting the Right Translation VendorBecoming the Right Translation BuyerCompany Confidential distribution prohibited without permission
  6. 6. Translating the Translation IndustryCompany Confidential distribution prohibited without permission
  7. 7. Clients are from Mars......Agencies are from Venus We need a translation agency.Company Confidential distribution prohibited without permission
  8. 8. Clients are from Mars......Agencies are from VenusWere more than that. Were an LSP!Company Confidential distribution prohibited without permission
  9. 9. Clients are from Mars......Agencies are from VenusDoes thatmean youtranslate?Company Confidential distribution prohibited without permission
  10. 10. Clients are from Mars......Agencies are from Venus It means we provideboth internalization and localization services.Company Confidential distribution prohibited without permission
  11. 11. Clients are from Mars......Agencies are from VenusSo, does thatmean you translate?Company Confidential distribution prohibited without permission
  12. 12. Learning the Lingoi18nL10n g11nInternationalizationLocalization GlobalizationCAT TM MTComputer-aidedTranslationMachineTranslation Memory TranslationWhen in doubt, dont be afraid to ask!Company Confidential distribution prohibited without permission
  13. 13. How an LSP Came to BeMulti-LanguageTranslation Translator Language ServiceAgency Vendor Provider 1980s1990s2000s Today What type of Vendors evolve as their clients evolveclient are you?Company Confidential distribution prohibited without permission
  14. 14. Localization (and Translation)Going Global the Hard Way LocalizationPlanDevelop Test Release Once a product is released for one market, localizingit for new markets often requires extensive re-engineeringCompany Confidential distribution prohibited without permission
  15. 15. Internationalization (and Globalization)Going Global the Smart Way InternationalizationLocalizationPlanDevelop Test Release By engineering a world-ready product from the beginning,localization is much more efficientCompany Confidential distribution prohibited without permission
  16. 16. Selecting the Right Translation PartnerCompany Confidential distribution prohibited without permission
  17. 17. Criteria Used Price Speed Location Quality (sample translation) Our competitors use them Workflow tools ISO Certification Nice peopleCompany Confidential distribution prohibited without permission
  18. 18. Questions to AskWhat percentage How well do youof translation is Who is my projectunderstand my outsourced? manager?terminology? How long has this Do you supportperson beenour technologies? with you? Do you embraceWho is his/hernew technologies?back-up?How well do you understand my industry?Company Confidential distribution prohibited without permission
  19. 19. The Problem with Sample Translations It only eliminates the really bad vendors The translators who handle the sample may not be workingon your job Different reviewers may have different opinions aboutwhich sample is best Timelines and terminology limitations impact quality The focus is more on the sample than on the processCompany Confidential distribution prohibited without permission
  20. 20. Instead... Focus on the process and the product Have the agency review a sample of yourcontent/software/website and tell youhow to improve it Better coding/commenting Is the source text world-ready? Get translator input on the local market and the challenges youll face Once you arrive at 2-3 vendors,conduct a paid pilot runCompany Confidential distribution prohibited without permission
  21. 21. Were ISO Certified, So You Dont Need to Worry. ISO Certification is like a drivers license...It doesnt prevent accidents from happening Dont let the process get in the way of the practical(of the obvious) How do you define quality?Company Confidential distribution prohibited without permission
  22. 22. Becoming the Right Translation BuyerCompany Confidential distribution prohibited without permission
  23. 23. Become a World-Ready Client Are you a national company selling to foreign markets or a globalcompany selling to local markets? From content creators to developers to marketers, everyone mustunderstand globalization Ask your vendor to help train your team Study the best global web sites and software.Take what worksignore what doesntCompany Confidential distribution prohibited without permission
  24. 24. Anything Thrown Over the Wall Usually Breaks If you cant make sense of your source text/files/web sites,dont expect your agency to do better Savvy clients provide dummy proof source text: They protect code from breakage They rely on translation memory to enforce consistency They provide context/comments with source text They provide internationalized source textCompany Confidential distribution prohibited without permission
  25. 25. Internationalized Text: ConcatenationBad:You are eatingat home.Good:You are eating at home.You are eating at a restaurant.Source: http://developers.facebook.com/docs/internationalization#markupCompany Confidential distribution prohibited without permission
  26. 26. Internationalized Text: PunctuationBad:You have mail.Good:You have mail.Source: http://developers.facebook.com/docs/internationalization#markupCompany Confidential distribution prohibited without permission
  27. 27. Internationalized Text: InstructionsBad:{name}s photosGood:{name}sphotosSource: http://developers.facebook.com/docs/internationalization#markupCompany Confidential distribution prohibited without permission
  28. 28. International Designs Are FlexibleCompany Confidential distribution prohibited without permission
  29. 29. International Designs Are Flexible (Contd)Company Confidential distribution prohibited without permission
  30. 30. International Designs Are Flexible (Contd)Company Confidential distribution prohibited without permission
  31. 31. Different Content = Different Strategies Web & Human TranslationMarketingOnlyProduct InfoMT + Human Editing KnowledgebaseMT OnlyUser-Generated ContentCompany Confidential distribution prohibited without permission
  32. 32. The Most Effective Local Content May Not Require TranslationCompany Confidential distribution prohibited without permission
  33. 33. Knowledge CenterDownload White Papers Building Stronger Brands Around the World:A Guide to Effective Global Marketing Strengthening Global Brands: Key Steps forMeaningful Communications around the World Building a Global Web Strategy: Best Practicesfor Developing your International Online BrandView Webinars On-Demand The Art and Science of Global Navigation The Best Global Web Sites (and Why) Mastering Multilingual MarketingCompany Confidential distribution prohibited without permission
  34. 34. Thank You!Lionbridgewww.lionbridge.comhttp://blog.lionbridge.comhttp://twitter.com/Lionbridgehttp://www.facebook.com/L10nbridgeCompany Confidential distribution prohibited without permission