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January 9, 2018 | Author: Anonymous | Category: Social Science, Sociology, Globalization
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On the edge— walking the tightrope Alison Toon and Venugopal Shan October 2011

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Who we are Alison

Venugopal

– Enterprise Translation Management Architecture

– Enterprise Transformation

– Translation management tools and processes

– Intra-HP Cross organizational partnership

– Terminology management and global brand

– Suppliers

– Internationalization of content – Content creation best practices

– Global Translation Program

– Joint work with Alison’s Globalization team on People, Process and Technology

2 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Agenda • • • • •

Scale Approach Challenges Progress and success What’s next?

3 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HP’s scale Immense Breadth and Depth

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

What is your mountain peak?

How many words a year do you translate? How many content types? How many products and services? SKUs? What would make you think twice?

… welcome to our reality…

5 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HP is more than you may think We are not just printers… … or PCs… … or printer ink. We are the computer systems who run your telephone network Or the systems behind your government Or the IT infrastructure for your bank Or the printing of the billboards you saw on your way here All over the world

6 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Scale—pushing the limits

> 300,000 employees +/- $130 billion revenues 170 countries > 60 languages + country localization > 70,000 SKUs > 300 million words translated/year Global launches, global information Consumer, SMB, Enterprise Print, web, social and mobile and everything else 7 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

On the edge? Fall or jump! Several years ago, all HP translations were done by different small teams, all over the company, with a multitude of translation suppliers and no sharing of assets. We were swamped by rapid growth in translation requirements, new services driving need for global deployment of content simultaneously, little knowledge of translation automation tools— not even translation memory—and little expertise in enterprise translation management. We could have failed, slowly but surely, overwhelmed by an ocean of translation Instead, we jumped, feet first! HP’s Enterprise Translation Management Architecture started its life as a bold project, albeit with risk, with emerging technology, delivering to new, important customer markets.

8 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Our approach … it worked for us

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

ETMA HISTORY

1

T&L anarchy

2

Early ETMA

3

EC support

No central TM management, 1999: Began enterprise 2008/9: Demonstrated no approved supplier list, and translation management. business case for use translations of same content Early 2000’s: benefits and across HP; Partnership done over and over and over usage spread gradually within between HP again, with inconsistent terms HP, and HP recognized Transformation team & 10 © Copyright 2011 Hewlett-Packard L.P. Theas information contained herein is subject to change without notice. and no shared assets Development Company, externally pioneers Globalization team.

4

ETMA rules!

Fast Adoption Curve; All HP translations must be processed through ETMA. Huge centralized TM repository enables quality MT service. Rapid growth!

Today ETMA tools and processes are used for all HP translations, and all HP translation suppliers are users of ETMA. HP Translation program includes: • Centralized management and sharing of translation memories • Global terminology management • Integration of translation and content management systems • Streamlined and simplified Approved Supply base for translation services • HP-trained statistical machine translation engines • Central shared service team for expertise in global business processes, content internationalization, and global content management. 11 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

The opportunity—what we did • HP Transformation program linkage – Office documents and print process – Marketing process

– Product supply chain processes – Corporate functions’ processes

• Business cases for each of the above for all of HP – Identifying specific initiatives/segment for execution – Identifying Translation as a common work stream across multiple program initiatives

• Executive Council and CEO sponsorship • Governance structure

12 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

The opportunity—what we did (continued) • “Translation Transformation” • Combined expertise on Enterprise Translation Management and Global Procurement • HP Translation Policy • Change management • Executive mandate as needed • Rigorous measurement of savings • Quarterly review and reporting of results • Constant review of new and growth opportunities 13 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Our business case Expected Translated Word Volume (Millions)

Savings Opportunity Summary Accelerated adoption of centralized translation system will save $XXM per year by end of FY’XX Proposed adoption

Projected HP Cost Reduction ($ M) Total: $$$$

Centralized volume growth

Cost Avoidance Cost Reduction

Projected HP Translation Spend ($ M) Projected spend at current rate

Projected Cost Savings by Business Organization ($ M) 15%

Projected Cost Savings

14 © Copyright 2011 Hewlett-Packard Development Company, L.P.

25% Projected spend at proposed 18% The informationadoption contained herein rate is subject to change without notice.

37%

5%

Organization 1--$$$ Organization 2--$$$ Organization 3--$$$ Organization 4--$$$ Organization 5 --$$$

Challenges ….Too many

15 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Managing change • One of the most challenging tasks is the management of change • People don’t like change – Peoples’ roles and responsibilities will probably change – They may be concerned about losing control or ownership of processes or budget – They may be afraid of losing their jobs – They may feel that their skills are no longer valued – They may feel that they can no longer be creative – They may not believe you!

• This month’s challenge: MT post-editing – Some translators really don’t like it

• Remember 10 or so years ago? Folks didn’t like TM

16 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HP Translation Program partnership

Global procurement Manage supply chain Routing of translation purchases

HP Transformation Program

17

Digital Strategy G11N Globalization consulting ETMA management Setup and training of suppliers Analysis and setup of new business

ETMA

Measured savings Efficient processes PMO Linkage Stakeholder © Copyright 2011 Hewlett-Packard Development Company, L.P.Relationships The information contained herein is subject to change without notice.

ETMA Infrastructure IT processes

HP IT

More with less—constant challenge You know the story More information More content More languages More authors More products More acquisitions More suppliers

Lower budgets Less time Fewer editors Fewer in-house technical authors

18 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Progress and success How are we doing?

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Solution Content owners

Content users

BG & Region

PSG

APJ

LA

IPG NA

EB

EMEA

Product Data Management Structured Content Unstructured Content Offering Management

eBusiness

Tools & Process Business Rules Policies & Standards Operational Execution

Content Creators 20 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Pricing OM/Config

Sales Mktg./Marcom Finance Supply Chain Partners

Customer

Hills climbed and rivers crossed • Increased our WW Central ETMA throughput from 100M to >300M words/year • Most high-volume and medium-volume programs on board • Global Supply Base in place – Further optimization by Q4 2011

• Customized HP statistical MT engines in place • Machine Translation adoption started • Central ETMA technology in place, and continues to be improved.

21 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

TM-only translation process ETMA translation memory matching plus translation DTP Linguistic Review Engineering hours Breakdown New words 95% - 99%

Supplier or CMS uploads content files to ETMA

85% - 94%

ETMA identifies matches, terminology and “new words”

ICR Project Mgmt

75% - 84%

Translator reviews matches and translates new words

22 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Supplier provides other project services

Supplier delivers perfectlytranslated content

TM+MT translation process Translation memory matching plus machine translation service plus review DTP

MT engine

Linguistic Review MT engine

Engineering hours Breakdown

MT engine

Zero new words

ICR

95% - 99% 85% - 94%

Supplier or CMS uploads content to ETMA

MT engine

ETMA identifies matches, terminology and “new words”

23 © Copyright 2011 Hewlett-Packard Development Company, L.P.

75% - 84%

Translator reviews matches and machine translation

“New words” go through machine translation The information contained herein is subject to change without notice.

Project Mgmt Supplier provides other project services

Supplier delivers perfectlytranslated content

TM+MT only Translation memory matching plus machine translation only MT engine

MT engine

MT engine

Supplier or CMS uploads content to ETMA

24 © Copyright 2011 Hewlett-Packard Development Company, L.P.

MT engine

ETMA identifies matches, terminology and “new words”

“New words” go through machine translation The information contained herein is subject to change without notice.

Content delivered directly back to HP. Content will not be perfect, but will be high-quality, low-cost translation

Content types for MT—common language Supplier

HP Globalization Team

HP Transformation Program Team

Basis: style and grammatical structure SC: Structured and Semi-structured content (example product data sheets) UDC: Unstructured descriptive content (example Marketing campaign) TC: Technical step by step content (example professionally written support knowledge) USM: Unstructured social media content, customer feedback, (not written by professional authors) S/UI: Software strings and user interface strings LD: Legal documentation

Stakeholde r

HP IT

25 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HP Global Procureme nt

If we wait for Perfect, we will never get anywhere. We advance a step at a time, and learn along the way.

26 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

How HP does it

1

CMS

CMS user knows that customers need their own language, and triggers a translation job 27

2

ETMA

3

Translator

ETMA receives the Translator works on the translation job, matches job, reusing existing the source content translation and applying against translation HP’s preferred © Copyright 2011 Hewlett-Packard Development Company, L.P. The(TM) information contained herein is subject to change without notice. memory , MT, and terminology terminology

4

CMS/Publish

Translations are stored back in ETMA TM and automatically sent back to the CMS to publish

On the edge of reason Or, what we cannot/must not do • • • • •

Risk NPIs (New Product Introductions) Slow down translation processes Introduce inconsistencies Divert resources from organizations who are focused on products and services Dictate how, what, or where, HP provides local-language content

28 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

And we still have nightmares 3/3/0 6720s Warranty/3Y GblNextDy HE-NB/3ywty HWSup / CPd 3Y 4h 24x7 HE Wkst HW Supp 3y NxtBsDyOnsteTPC

29 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

What’s next?

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Metrics Paradigm shift • Cost-per-word is the traditional metric for T&L cost and savings – Localization is usually considered an expense, not a differentiator – Alone, reducing cost-per-word is unlikely to attract Executive interest

• Change focus to “what opportunities are we missing?” – How can localization lead to increased revenues? – What cost savings are we missing? – What could we be consolidating? – How are globalization costs tied to revenues? – Could our customers be happier?

• Measure, measure, measure 31 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Potential savings and benefits Direct

Indirect

• Re-use of content and translations

– Better positioning of products in global market

• Reduced duplication of work

– Content, products and services that feel local to the customer—improved brand loyalty

• Less “human” time

– Faster time-to-market/time-to-value

• Simplified project management

– More consistent global brand

• Consistency across lifecycle

– Easier “self-solve” for support – Beating competition to market with important information

32 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Helping partners to communicate their success Provide programs with regular reviews of progress

Monthly Cost Per Word & Annual Averages Fis cal 2005

Fis cal 2006

$0.16

$0.14

$0.14 $0.12

$0.12 $0.11

$0.10 $0.09 $0.08

$0.08

$0.08 $0.07

$0.08

$0.07

2005 Avg. Cos t/Word = .08

$0.06 $0.06

$0.06

$0.06

$0.06

$0.05

$0.05 $0.05

$0.05 2006 Avg. Cos t/Word = .05

$0.04

$0.04

$0.04

$0.03

$0.03

$0.02

Month

33 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

06 9/ 20

06 8/ 20

06 7/ 20

06 6/ 20

06 5/ 20

06

06

06

05

06 4/ 20

3/ 20

2/ 20

1/ 20

/2 0

05 12

05

/2 0 11

9/ 20

05 8/ 20

05 6/ 20

05 5/ 20

05 7/ 20

05

05

05

04

05 4/ 20

3/ 20

2/ 20

1/ 20

/2 0 12

/2 0

04

$-

11

CPW

$0.08

Keys for success • Everyone wins – It’s not just the central service who reports success – Provide the users of the central services with data and reports so that they can demonstrate their own achievements

• Sometimes you need a mandate – You can’t expect individual teams to see or generate the benefits for entire company

• You need a global vision and the means to carry it out – Executive sponsorship is essential – Partnership is vital

34 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

What’s next for us? • Globalization strategy – Use the knowledge we have gained strategically

• Greater use of machine translation – For efficiency – To reach more customers in their own language – Instant if needed

• Better processes – We know we may not reach perfection, but we listen, work hard, and try to improve every day

• More pictures and sound, fewer words – Multimedia is global

• Whatever we need to do as HP continues to grow globally – … and have fun doing it 35 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Thank you! Any questions?

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

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