Managing the Translation Process: A Peek Behind the Curtain Presented by Scott Carothers
LavaCon2014 Kinetic, Mangaing the Translation Process- A Peek Behind the Curtain
Jul 02, 2015
Lava con2014 Kinetic, Managaing the Translation Process a Peek Behind the Curtain.
An overview of the Enterprise's headaches on doing translations. Business intelligence helps a process to simplify the tasks, take control and establish vendor performance ratings to improve quality, reduce costs and get to market quicker.
An overview of the Enterprise's headaches on doing translations. Business intelligence helps a process to simplify the tasks, take control and establish vendor performance ratings to improve quality, reduce costs and get to market quicker.
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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
Q & A
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