1. Sony Professional: Website Localization on a Tight Budget Salomé López-Lavado Berlin, 9 th June 2009

2. Contents Introduction to Sony Professional Localization Strategy Platforms Latest language additions Lessons learnt Next steps

3. Introduction to Sony Professional Sony Professional: supplier of AV/IT solutions across sectors in Europe Media and Broadcast, Video Security, Retail, Transport, Large venues… Channel site: sony1.net End user site: sonybiz.net

4. Localization Strategy: a centralised approach Translation approached changed over last 10 years, from totally decentralised to 99% centralised Initial investment in resources and infrastructure: recruitment, software… From outsourcing to insourcing – the internal team – project managers and translators with an account manager approach

5. Localization Strategy: a centralised approach Vendor management: selection based on price and quality, and not necessarily on speed. Small number of vendor/partners working in close relationship 32 languages, up to 2 million source words and over 6 million target divided in very small projects (some only 20 words long)

9. Platforms: invest to save SDL TMS – Managed by 1.5 people – Big investment in infrastructure – Self-sufficiency approach to save on installation – Advantages: professional level knowledge of tool which can be applied to other areas BroadVision – product content. Not integrated. Manual process through team overseas Fatwire – fully integrated – little manual intervention

10. Latest Language Additions The Russian site: from this…

11. Latest Language Additions To this…

12. Latest Language Additions Project started because of market demands. Russian sales up and needed a good marketing site Budgets: under 60K Euro to cover translation, project management and development Template approach Internal project manager and translator, with support of external translator (freelance) Main Challenges: cultural, legal, language barriers Resources Issues faced

13. Latest Language Additions The Russian site Why project started Approach Main Challenges Tight budgets and how we managed them Resources Issues faced

15. Platform integration – what did we learn from the Fatwire/SDL integration Sonybiz.ru – cultural / legal issues, market differences, technical issues with character sets.

16. Lessons Learnt When budgets are tight, a good infrastructure and platforms are essential Don’t re-invent, you’ll only waste resources Phased approach Only translate what’s needed

17. Next Steps Machine translation for internal documents Controlled English Addition of other languages (PL, CZ, TK?)