AirWatch Industry Analysis - Localization in the Industry - Sandesh de Silva

AirWatch Industry Analysis – Localization in the Industry Sandesh de Silva

Q1 2013

08 Fall

2

AirWatch Industry Analysis - Localization in the Industry

DESCRIPTION The localization industry is gaining more importance, as companies want to customize their services, products, and marketing communications to local markets around the globe. This involves the process of adapting a service and product to a particular language and culture, as well as the desired local look and feel. The first process of enabling a product or service to be localized and then localizing it for different audiences nationally is called globalization.1

Localization services may be outsourced to localization specialists and help companies bring their products to the markets faster, but may lack the preciseness of the documentation due to decreased communication with R&D and marketing staff as well as less interaction with the actual products and services. The market for localization services, according to the estimations of research firm Common Sense Advisory, amounted to $31.4 billion in 2011.2

This report provides an analysis of AirWatch’s position versus its top competitors in terms of offering globalized products and services. AirWatch is situated in a very unique position within this industry. With an ever growing and extensive localization team currently consisting of 34 members in 14 languages aimed to globalize all products, marketing communications, documentations, and services, AirWatch is able to reach a broader spectrum of its target audiences worldwide.

MAJOR COMPETITORS AirWatch has six main competitors in the enterprise mobility management industry namely:

- Good Technology / www.good.com - Maas 360 / www.maas360.com - MobileIron / www.mobileiron.com - Zenprise/Citrix / http://www.citrix.com/products/xenmobile-mdm/ - SOTI / www.soti.net - Samsung KNOX / www.samsung.com/samsungknox/

COMPANY PROFILES AIRWATCH AirWatch is the global enterprise mobile management leader and has state-of-the-art enterprise architecture and enterprise integration. Its solutions may be used stand-alone for unique BYOD requirements or as a comprehensive, highly scalable enterprise-grade mobility platform and offers support for all major platforms including: Android, Apple iOS, Blackberry, Mac OS X, Symbian, Windows Mobile, and Windows Phone. As the largest enterprise-mobility management provider in the world, AirWatch has over 1,000 employees with over 5,300 customers and 6 global offices located in the U.S., United Kingdom, Melbourne, India, and soon in Singapore.3

3

Currently, AirWatch has partial support and aims to have full support for the following 14 languages* for all its products, services, and documentations, aiming to support more languages in the near future:

- Chinese (Simplified)

- Chinese (Traditional)

- Japanese - Korean

- French - German - Italian - Spanish - Czech - Turkish

- Russian - Arabic - Dutch - Portuguese

AirWatch Website - Support for all 14 languages*

AirWatch Marketing Documents - Support for all 14 languages

AirWatch App Catalog - Support for all 14 languages

AirWatch Self-Service Portal - Support for all 14 languages

AirWatch Browser - Support for all 14 languages

AirWatch Secure Content Locker - Support for all 14 languages

AirWatch MDM Agent - Support for all 14 languages

AirWatch Console - Support for all 14 languages

* Platforms supported: iOS, Android, BlackBerry, Symbian, WinMo, WinPhone

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

AW Console

AW MDM Agent

AW SCL

AW Browser

AW SSP

AW App Catalog

AW Marketing Documents

AW Website

AirWatch Number of Languages Supported

4

GOOD TECHNOLOGY Good Technology provides managed and secure enterprise mobility solutions. With their focus on MDM and MAM they have their own mobile application platform, Good Dynamics, which enables enterprise developers and independent software vendors to create secure mobile applications.4 In 2009 Visto Corporation, provider of messaging services for mobile operators, acquired Good Technology.5 In November 2012 BoxTone and Good Technology entered a strategic partnership to delivery a complete Enterprise Mobility Management Tool solution. Currently mobile solutions by Good operate over 200 carriers. 40 of the Fortune 100 currently use Good Technology. They currently have 24 offices globally, namely in the U.S., UK, Singapore, Spain, Sweden, South Korea, Italy, China, Germany, France, Amsterdam, and Australia.6

* Good Website has full support for: English, German, and French Spanish and Chinese only include one introductory page

** BoxTone for Good Console support for: English No indication of any other language support

Good Website

- English - German - French

- Spanish (only 1 introductory page) - Chinese (only 1 introductory page)

Good Marketing Documents

- English Good Vault (Smartcards and microSD certificate details/leverage secure elements)

- English

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

BoxTone for Good Console**

Good for Enterprise (Agent)

Good Share

Good Prevue GE

Good Vault

Good Marketing

Good Website*

Good Technology Number of Languages Supported

5

Good Prevue GE (Secure Mobile E-mail and Collaboration)

- English - Danish - French

- German - Italian - Japanese

- Portuguese - Spanish

Good Share (Secure File Sharing)

- English Good for Enterprise (Agent)

- English - Danish

- French - German

- Italian - Spanish

BoxTone for Good (full lifecycle MDM/Console)7

- English No indication for any other language support

MAAS360 BY FIBERLINK Fiberlink’s cloud-based offering, MaaS360, platform is an open, extensible, multi-tenant platform that is offered to IT administrators as a SaaS application for securely managing mobility.8 Their MDM secures, monitors, manages, and supports mobile devices deployed across an enterprise. Fiberlink has more than 700 large and small clients and 300 employees.9, 10 They currently have 24 offices globally, namely in the U.S., Germany, United Kingdom, and India.11

* Maas360 Web-based Management Console support for: English

No indication for any other language support

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

MaaS360 Console*

MaaS360 MDM (Agent)

MaaS360 Secure Browser

MaaS360 Marketing

MaaS360 Website

MaaS360 Number of Languages Supported

6

MaaS360 Website - English - German

MaaS360 Marketing Documents

- English

Maas360 Secure Browser - English

MaaS360 MDM (Agent)

- English - Chinese - Dutch - French

- German - Italian - Japanese - Korean

- Portuguese - Spanish

MaaS360 Web-based Management Console12

- English No indication for any other language support

MOBILEIRON MobileIron provides cloud based mobile IT solutions to organizations. The company offers mobile device management, mobile application management, mobile application security, mobile device security, connected cloud SaaS mobile device management, smartphone management, application delivery network, mobile information technology management, enterprise application storefront, mobile activity intelligence, and support for various platforms. They have 200+ employees and currently have 9 offices globally in the U.S., Germany, United Kingdom, Japan, China, Singapore, Sydney, and India.13

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

MobileIron Console**

MobileIron Mobile@Work

MobileIron Web@Work

MobileIron Sentry

MobileIron Marketing

MobileIron Website*

MobileIron Number of Languages Supported

7

* MobileIron Website has full support for: English French, German, Italian, Japanese, Korean, Simplified Chinese, and

Spanish only include one introductory page ** MobileIron Multi-Tier Management and Reporting Console13 support for: English

No indication of any other language support MobileIron Website

- English - Japanese - Korean - French (only 1 introductory page) - German (only 1 introductory page)

- Italian (only 1 introductory page) - Simplified Chinese (only 1

introductory page) - Spanish (only 1 introductory page)

MobileIron Marketing Documents

- English MobileIron Sentry

- English MobileIron Web@Work (Internal web content without VPN connection)

- English - Spanish

MobileIron Mobile@Work (Agent)

- English - Chinese - French

- German - Japanese - Korean

- Portuguese - Spanish

MobileIron Multi-Tier Management and Reporting Console14

- English No indication of any other language support

CITRIX/ZENPRISE Zenprise provides secure mobile device management. Their services are offered on-premise, public cloud, or hybrid cloud deployments. In December 2012 Citrix acquired Zenprise and integrated their mobile device management solution with Citrix CloudGateway and Me@Work solutions for managing mobile apps and data.15 Citrix has approximately 7,000 employees, servicing around 2,300 organizations worldwide.16

8

* Citrix Me@Work Mobile Apps include: @WorkMail and @WorkWeb (secure access to email, calendar, contacts, and internal corporate web), GoToMeeting (integrated mobile collaboration, including audio video, and screen sharing), ShareFile (secures follow-me data across mobile platform), Podio (social team collaboration tool) 17

Most likely global language support, no official announcement presently ** Citrix XenMobile MDM is a remote management console featuring role-based management, configuration and security for corporate and employee-owned devices with IT capabilities such as provisioning policies, blacklists and whitelists, wiping, and compliance enforcements.

Most likely global language support, no official announcement presently Citrix Website

- English - Chinese (Simplified) - Chinese (Traditional) - Czech - French - German - Italian

- Japanese - Korean - Polish - Portuguese - Russian - Slovakian - Spanish

Citrix Marketing

- Support for all 14 languages * Most documentation translated – majority of consulting services documentation not supported in other languages Citrix CloudGateway (Provisioning and controlling apps, data, and devices)

- Support for all 14 languages Citrix Me@Work Mobile Apps

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Citrix Me@Work Mobile Apps*

Cloud XenMobile MDM**

Citrix CloudGateway

Citrix Marketing

Citrix Website

Citrix Number of Languages Supported

9

Citrix XenMobile MDM (Enterprise mobile device management) - English

Expected future support for all 14 languages, no information released Citrix @WorkMail

- English Expected future support for all 14 languages, no information released

Citrix @WorkWeb - English

Expected future support for all 14 languages, no information released Citrix GoToMeeting

- English Expected future support for all 14 languages, no information released

Citrix ShareFile - English

Expected future support for all 14 languages, no information released Citrix Podio

- English Expected future support for all 14 languages, no information released

SOTI SOTI offers MDM solutions to over 10,000 customers and enables organizations to empower enterprise mobility through support for corporate-liable and BYOD policies. Their solution offers advanced remote control, corporate security, multi-platform support, scalable deployment, and enterprise architecture.18 Founded in 1995 and based in Canada, SOTI is a relatively small-sized company between 51-200 employees and has three offices namely in Canada, United Kingdom, and Australia respectively.19, 20

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

SOTI MobiControl

SOTI MobiAssist*

SOTI MobiScan**

SOTI Marketing

SOTI Website

SOTI Number of Languages Supported

10

* MobiAssist (Enterprise Remote Support) No indication of any other language support

* MobiScan (Out of the Box Device Provisioning) No indication of any other language support

SOTI Website

- English SOTI Marketing

- English SOTI MobiScan (Out of the Box Device Provisioning for Windows CE, Windows Mobile, Windows Desktop, Android)

- English No indication of any other language support

SOTI MobiAssist (Enterprise Remote Support for IT Helpdesks for Windows and Blackberry)

- English No indication of any other language support

SOTI MobiControl (MDM and BYOD Management solution including application and Admin Console)

- English - French - German

- Japanese - Korean - Spanish

SAMSUNG KNOX Samsung’s enterprise mobile solution for work and play expands upon the SAFE framework by offering a Container, a KNOX Android framework, a security-enhanced Android OS, TrustZone-based integrity management and architecture, Samsung KNOX applications, and many more features. KNOX could be a stand-alone solution, but will allow IT administrators to utilize management console to further configure its features.21 Currently there is no localization specific information available for Samsung KNOX, but global language support is expected in the near future.

OVERVIEW The following chart illustrates a summary all language data collected thus far in the report organized by company, any relevant products or services offered, and the amount of languages offered. The gradients only provide an indication for the different data (website, marketing, different products by each competitor) collected and do not indicate any differentiation, but rather a visual aid to determine how many languages are supported for all the various documents, products and services by each competitor. (PTO)

11

COMPETITOR QUALITY ASSESSMENT All of AirWatch’s localization language teams were asked to objectively evaluate the localized language from various samples, obtained from applications and websites, from each competitor and optionally provide some brief feedback. The following criteria and scales were utilized to determine a good comparison:

I. Translation Quality Criteria 1 – Very poor, cannot comprehend message that is conveyed 2 – Fair, some significant mistakes but understandable 3 – Good, translation good with minor mistakes or lacking native tone (too close to English) 4 – Very good, translation very good, but wording could be more polished 5 – Excellent, translation immaculate and perfect for native reader

II. Language User Experience Criteria

1 – Minimal localization presence, majority not localized/layout issues or adapted to target culture 2 – Mixture of localized and non-localized content, no coherence between the product and target culture as well as presence of a few layout issues 3 – Fully localized, perfect adaptation to reader’s target culture and no layout issues

0

1

2

3

4

5

6

7

8

9

10

11

12

13

14

AirWatch Good MaaS360 MobileIron Citrix SOTI

Lan

guag

es

Sup

po

rte

d

12

The following charts illustrate the scoring that was objectively established by every language team applicable and varying for each competitor. BR = Portuguese-Brazil, CHS = Chinese-Simplified, CHT = Chinese-Traditional, CS = Czech, DE = German, FR = French, IT = Italian, JA = Japanese, KO = Korean, NL = Dutch

Translation Quality Assessment

Language User Experience Assessment

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Good MaaS360 MobileIron Citrix SOTI

BR

CHS

CHT

CS

DE

ES

FR

JA

KO

NL

RU

0

0.5

1

1.5

2

2.5

3

Good MaaS360 MobileIron Citrix SOTI

BR

CHS

CHT

CS

DE

ES

FR

JA

KO

NL

RU

13

COMPETITORS QUALITY FEEDBACK All language teams at AirWatch were given the possibility to optionally provide further feedback for their scoring. Listed below are some of the main conclusions drawn categorized by competitors. Good “…Good Quality translation overall with some minor stylistic issues “…Some sentences could be cut in half to be understood better” MaaS360 “…Translation on first screenshot wrong” “…Initial page not localized” “…Translation is excellent except one sentence that could be worded slightly better” “…Translation is readable for end users, but is not fully localized” MobileIron “…Inconsistency and stylistic issues throughout” “…Unnecessary capitalized letters, some words not translated, one sentence not making much sense, poor choice of words” “…Mixed English and translation in one page” “…No consistency shown in which brand names are translated, some are translated and some are not…Globalization issue shown on “Cannot connect to server” message” “…Auto-populate email template is a 2 (mixture of localized and non-localized content)” “…Some grammatical structures are missing/have incorrect pronouns” “…40% of translation on the first screenshot is not translated, poor quality for end user experience” Citrix “…Some spacing issues” “…Minor globalization issues” “…Desktop should be translated and it’s not… Translated word… sounds too weird” “Log In and Meta title not globalized, menu contains separate item for US Government… not relevant for native customers” “…Translation is very good, no grammatical errors evident… Text can be more polished, as it stands, it can be seen that this is a translation from English” “…Content is well-localized but could be better… Several terms are transliterated rather than translated… Word choice and sentence structure betrays English as the original language” “…Tone can be changed from “market-pitch” to something more native” “…Translation is very close to English, but fully translated” SOTI “…Sections are left in English, phrases are written with no punctuation, and language choices are awkward” “…Doesn’t follow the capitalization standards and there are issues with spacing”

14

FINDINGS What we can obtain from this report is how well AirWatch’s competitors fare in providing global language support and how well they supply this feature to their international consumers. Throughout the report it becomes exceedingly prominent that AirWatch not only provides the most languages, but also has the most documentations, products and services, as well as the website globalized and localized for its languages. As far as language support is concerned Citrix will, with very high likelihood, catch up with AirWatch’s language offerings, but AirWatch has an evident benefit in localizing its management console as well as continuing the process of localizing all the user guides and manuals in all the languages. AirWatch also plans on expanding its language support to 18 languages and more. Furthermore, upon objective evaluations conducted by our localization language teams it is apparent that our competitors are having multiple issues with the quality of their translations and localization issues, which may indicate a lack of thorough quality assurance in their departments. AirWatch has and will continue having a clear competitive advantage in constantly localizing and updating its user guides, manuals, website, products, through its extensive and expanding localization team to improve the current support and offer more language availability, targeting new markets.

15

REFERENCES 1 http://searchcio.techtarget.com/definition/localization 2 http://smallbusiness.chron.com/localization-industry-18177.html 3 http://www.bizjournals.com/atlanta/print-edition/2012/02/03/as-mobile-devices-proliferate.html?page=all 2 www.good.com 3 http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=438185 4 http://www.crunchbase.com/company/visto 5 http://www1.good.com/about/office_locations 6 http://media.www1.good.com/documents/DS-BoxTone-for-Good-MDM.pdf 7 http://updates.forescout.com/online/help/mdm/lm_mdm_FAQs_022012_003.pdf 8 http://www.hoovers.com/company-information/cs/company-profile.Fiberlink_Communications_Corporation.4101b8c469c73511.html 9 http://technicallyphilly.com/2012/11/09/fiberlink-coo-christopher-clark-i-need-to-find-50-to-75-recruits-immediately 10 http://www.maas360.com/about/locations/ 11 http://content.maas360.com/www/content/ds/ds_maas360_mdm_mobileApplicationManagement.pdf 12 http://www.mobileiron.com/en/company/contact-us 13 http://www.mobileiron.com/en/smartphone-management-products/advanced-management/mobileiron-atlas 14 http://www.citrix.com/news/announcements/jan-2013/citrix-closes-acquisition-of-zenprise.html 15 http://in.reuters.com/finance/stocks/companyProfile?symbol=CTXS.OQ 17 http://www.citrix.com/products/me-at-work/overview.html 18 http://www.soti.net 19 https://www.linkedin.com/company/soti-inc 20 http://www.soti.net/Contact.aspx 21 http://www.mspmentor.net/2013/02/26/airwatch-mobileiron-soti-pledge-support-for-samsung-knox/