1. Localization World Silicon Valley 11 October 2011 Why Localization Standards Matter, Even if You Think They Don’t

2. Imagine a world without standards

3. Session Agenda Why organizations care Business impact Who cares Standards players What they care about Standards scope What you can do next Actions

4. Experts David Filip, LRC/CNGLPatrick Guillemin, ETSIArle Lommel, GALAJaap Van Der Meer, TAUS

5. Session goals Entice  Interest in understanding Educate  Awareness of issues and possibilities Encourage  Insight into local applicability Engage  Impact on global business performance

6. We will not... Pass judgment on what standards are good or bad. We suggest a free market approach. Preach about which standards are most important. Pain points vary widely. Argue about approaches Panelists are happy to pick up discussions for those who are interested. Attempt to sort out overlapping initiatives. See “free market approach” above.

7. Business Impact Why organizations care

8. Business maladies SymptomCause Inefficient processesToo much manual work, too many hand-offs in the workflow, lack of cross- functional collaboration High costsToo much manual work, redundancy of effort, no term management Can’t adopt latest and greatest technology Burdensome migration costs Failure to capitalize on new regional opportunities Inability to scale, lack of automation and integration

9. Language afterthought syndrome Time to market delays Inefficiencies due to redundant translations Content that should be reusable but isn’t High customer support costs due to mediocre quality of translated content Time and money to retrofit translated content to meet regulatory requirements Time and money to deliver content for incompatible consumer devices Maxed out language capability, constrained by non-scalable globalization infrastructures Inconsistent and out-of-synch multichannel communications Mysterious localization and translation costs Outsell’s Gilbane Services Multilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains, Gilbane Group, 2009

10. Standards as a pain reliever 10 Obstacles to improving content globalization practices Multilingual Marketing Content: Growing International Business with Global Content Value Chains, February 2011, Outsell’s Gilbane Services

11. Standards as a pain reliever 11 Obstacles to improving content globalization practices Multilingual Marketing Content: Growing International Business with Global Content Value Chains, February 2011, Outsell’s Gilbane Services

12. Create Localize and Translate Manage and Store Publish and Deliver Consume and Contribute Enrich with Metadata Optimize Collaborate Measure and Improve Core Content Functions Competencies Content-Driven Business Value Global Content Value Chain Impact Customer satisfaction Revenue growth Market expansion Brand consistency Profit increase s Risk management Audience engagement Strategy  Practices  Infrastructure (People, Process, Technology) Multilingual Marketing Content: Growing International Business with Global Content Value Chains, February 2011, Outsell’s Gilbane Services

13. One standard, multiple impacts “A new localization/translation strategy could leverage the principles behind product and content componentization and deliver its own innovation in parallel. Just as [management] knew that component content management (CCM) would be key to handling the level of reuse complexity within the planned DITA library, [the localization manager] knew it could also help alleviate the pain of the ‘multilingual multiplier’ – the phenomenon of financial impact due solely to the cost of delivering content in another language. Some source topics would need to be translated to all languages, some to just a portion; in all, each topic could be translated into two to 20 languages. Without an integrated approach to translation management within the proposed CCM, the environment would simply not scale for global growth.” -- The FICO Formula for Agile Global Expansion, Gilbane Group, 2009

14. Standards Players Who cares

16. Participants (partial) Siemens IBM Tektronix Cisco Alcatel-Lucent Dell Microsoft Adobe HP Intel Nokia Fuji/Xerox Oracle Nikon SONY Yahoo Rockwell Automation Trend Micro

17. Standards Scope What they care about

18. Questions for the panel?

19. Open standard, what does that mean? TransparentRFRestricted(F)RAND Open Open-open has full open source reference implementation May still produce “world class” standards but in fact Proprietary

20. IP Policy 1 Patrick says: FRAND RF

21. IP Policy 2 David says: FRANDRF

22. IP Policy 3 Even if Patrick is right Animal Dolphin