Enterprise Localization Trends Webinar
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Transcript of Enterprise Localization Trends Webinar
Enterprise Localization Trends
Webinar05.05.2015
Webinar StructureIntroductionDavid Canek, CEO at Memsource
Key features of localization technology in 2015Loic Dufresne de Virel,Localization Strategist at Intel Corporation
Staffing in 2015Mika Pehkonen,Documentation and Localization Manager at F-Secure Corporation
Translation quality in 2015Patrick McLoughlin,Senior Localization Program Manager at Eventbrite
Questions and AnswersMirko Plitt, ModeratorCEO at Modulo Language Automation
3 m
12 m
12 m
12 m
10-15 m
KEY FEATURES OF LOCALIZATION TECHNOLOGY IN 2015
Loic Dufresne de VirelLocalization Strategist at Intel Corporation
Our vision is simple and direct: If it computes, it does it best with Intel.
This you might not know…
• 25 people dedicated to localization
• We cover: SW, Web, Marketing
Collateral, Training Engineering, Tool
Support, PM roles in-house
40+ languages, 80M to 100M words per year
Adjusting to “S. M. A. C.”
• Social No longer a one-way street Need to understand what users are saying about us
• Mobile Responsive design a must Need to rethink “content” to fit new usage models
• Analytics Data-driven decision making process on “what to translate” (A/B testing)
• Connected Constant updates “Access to the content I care about, when I need/want it”
Closing the Gap: Integration & Automation
• Enables continuous localization No need to batch 50,000 words in a localization
drop Pull and Push models Low touch localization
• Eliminates duplication of efforts Can reallocate $$$ saved elsewhere
• MT plays a major role Reverse MT in particular, coupled with Big Data
analytics
The Ultimate Goal
• Bring access to computing through speech interaction
Must for Internet of Things and “Wearables”
Would be a great way to redefine literacy and bridge the digital divide
STAFFING IN 2015
Mika PehkonenDocumentation and Localization Manager at F-Secure Corporation
F-Secure Localization
Team:• 3 Project Managers• 1 process engineer• 1 shared test engineer
Environment:• 35 languages• Over 50 regularly updating R&D localization projects world-wide• Agile/lean start-up methodologies (release cycle still on average 2 weeks)• Centralized service/Budget ownership
Differentiators:• In addition to owning the localized resources of R&D, we do our own translation kit
building, automated and human QA, bug fixing and TM management.• Over 50% of our translation are done through a weekly allocation/cycle by buying
time, not words, from translators/vendors.
Challenge #1: Translation kits 2011-2014
Non-R&D
Regular R&D
Weekly
All R&D
Grand total
0 2000 4000 6000 8000 10000 12000 14000 16000 18000
240
1,324
6,371
7,695
7,935
598
935
9,465
10,400
10,998
724
1,036
13,550
14,586
15,310
1,162
703
14,554
15,257
16,419
2014201320122011
Challenge #2: Localization throughput 2011-2014R&D Projects - Words
New words
Fuzzy matches
100% matches
0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000
2,510,933
356,663
11,353,076
1,889,411
447,781
17,153,795
2,175,786
565,721
19,534,798
1,785,480
632,730
20,616,298
2014201320122011
So how do we do quality-wise? Bug severity and counts per year – Reported by R&D Testing and customers
2010 2011 2012 20130
50
100
150
200
250
300
350
Show stopper Urgent High Medium Low Enhancement
Staffing in 2015
• The smaller the team gets, the more the focus should shift from performing tasks -> problem solving -> defining the problem.
• Think of your team as a start-up (or better yet a Motorcycle Club) - Clear hierarchy, clear roles, simple rules.
• Focus on getting team oriented people who love to teach and are highly coachable.
• A variety in backgrounds brings perspectives to problem solving and definition.
• Build everything around freeing up everybody’s time for innovation and creating tools.
• Involve and develop your extended team by giving ownership (Vendor and translators).
Example: Engaging the extended team
TRANSLATION QUALITY IN 2015
Patrick McLoughlinSenior Localization Program Manager at Eventbrite
Eventbrite Localization at a glanceTeam• 1 Program Manager
Environment• 24 locales• 4 types of content:
– Web– Mobile– Help Center– Marketing material
• Centralized service/Budget ownership
Vendors/technology/QA• 2 LSPs do 90% of content translation• Cloud-based TMS (Transifex)• Functional QA mostly automated• Linguistic Review almost entirely internal (small Localization budget)
Traditional Linguistic QA model
- Very time-consuming- Big QA budget does not ensure higher quality- Outsourcing of quality decisions and judgements to 3rd parties
- Downstreaming, late in the game- “He said” vs. “She said”- Little or no input from internal stakeholders or customers- Translators might be SMEs, but rarely power users- Too much emphasis on standard phrasing/grammar rather than
message- Only scalable in waterfall (barely)
How do you stretch a limited localization budget to ensure quality?
- Invest in quality early, woven into process- We saw that 50% of corrections made during LQA not strictly
linguistic. Could have been detected by other means:- More context (screenshots, in-context translation, developer
notes, instructions, product training)- Pseudo-Localization- Better education
You shouldn’t be spending money on LQA to make up for flaws in your process
Be selectiveNot all content created equal– Invest more time and money in fine-tuning your most impactful content
Not all markets are created equal‒ Market size/importance‒ Local attitudes towards quality vary (Germany or Japan vs Spanish for the
US)
Educate for successOur translators:‒ Selected by our internal reviewers (SMEs on brand, voice, customers)‒ Thoroughly trained on product, terminology, style and voice‒ Ongoing feedback loop translators reviewers‒ Translators become SMEs, improve over time‒ Track improvements (A/B testing).
Content creators/engineers:‒ Copywriters trained on writing for translation‒ All new engineers trained on I18n with particular focus on creating localizable strings
(avoiding concatenations, etc.)
Listen to customers‒ Gather feedback on terminology and style‒ Ultimately the quality is for them
Conclusions‒ Limited time and budget means quality is programmed into Localization
process
‒ Being agile means being agile on quality – standards and definitions change over time
‒ Listening to stakeholders and customers will get you much further than a battle between LSPs
QUESTIONS AND ANSWERS
Mirko PlittModulo Language Automation
Thank You!• Recording of the webinar will be available on Youtube in 2-3 days.• We will publish a text transcript with main takeaways on the blog.• Please take a short survey after the webinar.