Global, Shmobal! What’s In It For Me? Hans Fenstermacher March 19, 2003

© 2002 ArchiText Inc. All Rights Reserved. 2 Deploying Content Today We have new tools & technologies (CMS, GMS, XML…) The tools keep changing, so we have to keep adapting & training The process is getting faster Time to market is the driving force now More volume has entered the process Volume and newcomers have created complications Per-unit deployment costs are lower now But deployment expenditures (esp. localization) are rising fast The process is understood better by many involved Familiarity with the process has bred some contempt

© 2002 ArchiText Inc. All Rights Reserved. 3 Companies Are Globalizing Every move companies make is visible worldwide (e.g., Web presence) Intense competition from all over the globe Business can no longer afford to act locally Globalization (G11N) is critical to success in world markets

© 2002 ArchiText Inc. All Rights Reserved. 4 Why Should You Globalize? Content development is a business process BPO (Business Process Outsourcing) is real: Your job is at stake Content G11N raises ROI (Return on Investment) and makes a measurable contribution to the bottom line You determine your own value

© 2002 ArchiText Inc. All Rights Reserved. 5 G11N Is About Revenues Non-U.S. markets grow from 51% of total e-commerce in 2000 to 62% in % of U.S. corporations currently get less than 10% of e-commerce revenues from abroad Rest of World U.S. e-Commerce in $ Trillion (Source: IDC)

© 2002 ArchiText Inc. All Rights Reserved. 6 G11N Is About Users The U.S. share of the global Internet population will drop from 36% today to approx. 24% in 2005 —Jupiter 57% of Internet users today access the web in languages other than English —Global Reach Users are 3x more likely to buy when addressed in their own language —Forrester Research

© 2002 ArchiText Inc. All Rights Reserved. 7 G11N Is About Usability Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). (Source: Jakob Nielsen, 10/97) BEFORE

© 2002 ArchiText Inc. All Rights Reserved. 8 G11N Is About Usability Measurable usability improvements were made: Conciseness (50% fewer words)+58% Scannable layout (bullets)+47% Neutral, objective language+27% All combined +132%

© 2002 ArchiText Inc. All Rights Reserved. 9 G11N Is About Usability In 1996, six of the most-visited places in Nebraska were: Fort Robinson State Park Scotts Bluff National Monument Arbor Lodge State Historical Park & Museum Carhenge Stuhr Museum of the Prairie Pioneer Buffalo Bill Ranch State Historical Park (Source: Jakob Nielsen, 10/97) AFTER

© 2002 ArchiText Inc. All Rights Reserved. 10 G11N Is About Content All content must now be global because it may be used anywhere at any time for any purpose Content is all about text The biggest factor in the cost, quality, and usability of multilingual content is how many and which words you use

© 2002 ArchiText Inc. All Rights Reserved. 11 G11N Is About Metrics PersonHoursCommentsInstancesCost Programmer ($60/hr)  5 min. rewriting field label1$5 Writer ($40/hr) 1  15 min. research  30 min. writing, editing  15 min. to locate in multiple locations 8$320 Editor ($40/hr) 1  15 min. of disgust  30 min. writing, editing  15 min. to locate in multiple locations 8$320 Total$645 Source: Ben Martin, JDEdwards

© 2002 ArchiText Inc. All Rights Reserved. 12 G11N Is About Metrics PersonHoursCommentsInstancesCost Programmer ($60/hr)  5 min. rewriting field label1$5 Writer ($40/hr) 1  15 min. research  30 min. writing, editing  15 min. to locate in multiple locations 8$320 Editor ($40/hr) 1  15 min. of disgust  30 min. writing, editing  15 min. to locate in multiple locations 8$320 Localizer ($40/hr) 1  15 min. research  30 min. writing, editing  15 min. to locate in multiple locations 8$320 x 15 languages = $4,800 Total$5,445 Source: Ben Martin, JDEdwards

© 2002 ArchiText Inc. All Rights Reserved. 13 G11N Is About Metrics 17 words saved $0.25/word)=$4.25 x 2 occurrences/page (average)=$8.50 x 150 pages (average volume)=$1,275 x 6 languages=$7,650 Var. 1: “From the X menu, select Y” Var. 2: “Select Y in the X menu” Var. 3: “On the X menu choose the Y option” Select X  Y Before: After:

© 2002 ArchiText Inc. All Rights Reserved. 14 G11N Syndrome: Too Many Words “Visually inspect the back of your PC.” More examples: manually edit if you want in order to automatically

© 2002 ArchiText Inc. All Rights Reserved. 15 G11N Syndrome: No Information “This Chapter explains functions the operator might be required to perform under certain circumstances.” 14 words total Est. L10N expense (11 EU languages): $49

© 2002 ArchiText Inc. All Rights Reserved. 16 Localization Pricing with TM Cost Factor% Match of Text Segments Lowest Cost100% match Cost DiscountFuzzy match (65–99%) Highest CostNew text Text that doesn’t match enough (< 65%)

© 2002 ArchiText Inc. All Rights Reserved. 17 Steps You Can Take Today Define and catalog terminology rigorously Collect metrics now! Write sentences for use in more than one way If you can cut a word, always cut it out Develop content you will be glad to see again Don’t let the product team push you around Don’t let management, others, or yourself off the hook

© 2002 ArchiText Inc. All Rights Reserved. 18 ArchiText’s G11N Solution: Define product and scope Create detailed user profile(s) Segment text via TM tools Maximize 100% matching Streamline format & structure Perform multiple targeted editing passes Check consistency & detail Perform thorough client review

© 2002 ArchiText Inc. All Rights Reserved. 19 So, What’s in G11N for Me? Users Happy with easier-to-use products (in all languages)! Managers at Users’ Co. Higher employee productivity Lower tech support & training costs My Management Measurable goals, predictability, control Cost savings: fix problems early, reduce redundancies, leaner product and content, much lower localization costs Sales & Marketing Easier to sell usable products Increased customer loyalty Me Control over content quality Influence over resource allocation (your job?!) Voice in the process (R-E-S-P-E-C-T)