Gilbane Content Globalization Digest Introduction and Overview August 2009 Mary Laplante Senior Analyst

Today’s Session Introduce the Content Globalization Digest What is it? What’s in it? How do we use it? When will it be available? Review Gilbane market data included in the Digest Q & A

Gilbane Group Analyst and consulting firm focused on content technologies and their application to high-value business solutions Established in 1987 Practice Areas: Enterprise search, Collaboration and social media, Content globalization, Digital publishing, Web content management, XML content and technologies Gilbane Boston December

Content Globalization Practice The intersection of content and localization/translation management Topic Areas: technologies, services, market developments, buyer perspectives Clients: vendors, enterprise users, investors User engagements: content strategies, education, technology acquisition support, content globalization capabilities assessment 2009 Publications Innovation 3 : The FICO Formula for Agile Global Expansion Borderless Brand Management: The Philips Strategy Multilingual Product Content: Transforming Traditional Practices to Global Content Value Chains

About the Digest

What is the Digest? Gilbane has been covering content globalization as a market since 2004 Developed a rich inventory of content assets related to SDL’s business Opportunity to select and package a subset for use by SDL sales and marketing teams

Digest Goals Support SDL’s messaging targeting executive audiences Put our resources directly into the hands of SDL sales professionals Add value to the sales/prospect interaction by enabling you to offer independent market education and information materials

Digest Development Process Conducted inventory of Gilbane assets Applied several filters and reviews in collaboration with SDL D. Harrington, M. Nawrocki, B. Fallon Solicited FAQs from SDL sales Tested value and utility of Digest components Special thanks to Andy Page Guided by two principles Independent perspective Sales velocity

What’s in the Digest? User guide Market data with “cheat sheet” commentary Guide to case studies FAQ with answers from Gilbane analysis Resource list Plus a separate piece for external distribution New commentary on SDL in a market context

Market Analysis: SDL in Context Targeted for executive audience Gilbane’s perspective on trends in content globalization Analysis of SDL within the context of today’s buyer and user concerns Data and resources

Case Study Summary

Prospect FAQs and Responses Q: A: Our executives expect us to save money, so that’s not enough to get attention and funding anymore. How do we build a business case that’s practical AND sexy? You can take a traditional approach and look at top-line issues or operational risks: 1.Tie the investment to a top-line strategic objective (revenue growth, improved customer sat) 2.Tie it to significant risk to the business (new competitive threat, missed revenue due to unscaleable processes, compliance) OR you can be a little more creative: 1.Appeal to corporate ego. Use a market leadership hook and benchmark your company against specific competitors or industry leaders (networking, vendors, market data) 2.Form an internal partnership or coalition, fronted by an organization that has visibility and influence. If you’re T&L, for example, build an alliance with the organization responsible for delivering web experience. This approach delivers the steak with the sizzle, to use an old marketing adage. Independent perspective is often effective in these cases...

Data from Gilbane Research plus Narrative

Data Analysis SDL sales implications

Business Drivers for Investment Gilbane Group, Multilingual Communications as a Business Imperative

ROI for Global Product and Brand Content Gilbane Group, Multilingual Communications as a Business Imperative

Organizational Hurdles Gilbane Group, Multilingual Communications as a Business Imperative

Measuring Content Value Gilbane Group, Multilingual Communications as a Business Imperative

Business Objectives at Companies Delivering Product Content Gilbane Group, Multilingual Product Communications, 2009

ROI for Investments in Globalizing Product Content Gilbane Group, Multilingual Product Communications, 2009

Thanks Mary Laplante Vice President, Senior Analyst Gilbane Group, Inc. SDL GIM London 15 October Overcoming the Language Afterthought Syndrome A Gilbane presentation at Localization World Silicon Valley 22 October Gilbane Boston December New: Invitation-only briefing for user attendees New: Office Hours with industry experts