Web Globalization
- 1. Website Globalization Whytranslate your Web site?
- 2. Why translate yourWeb site? For many businesses, growth plateau in North America Fastest revenue growth outside of US Long term strongest growth seen in BRIMC (Brazil, Russia and Eastern Europe, India, Mexico, China) Predict >40% of global GDP by 2050 China, then India predicted to be largest auto market (overtaking US) By 2025, >200 million individuals earning > $15,000 Source: Goldman Sachs, 2005
- 3. Why translate yourWeb site? China: GDP grew tenfold 1978 - 2005 High tech imports grew 45% in 2006 Wages grew 8.4% in 2006 Source: Wikipedia
- 4. Why translate yourWeb site? US Latino Population Latinos were 14.4% of US population in 2005, up from 12.5% in 2000 Largest 500 Latino businesses $36.6 billion in 2007 up from $3.71 billion 1983 Source: HispanicBusiness.com
- 5. Why translate yourWeb site? Language matters 79% of Web users not native English speakers by 2010 52% Web users buy only at Web sites with information in their native language Most would pay more for products with information in their native language Sources: ByteLevel Research 2007, Common Sense Advisory 2006
- 6. Why translate yourWeb site? 2007 survey of 1939 companies: 30% currently translating some or all 17% more plan to start within 18 months 77% believed money well spent, 18% still evaluating, 5% said below expectations Average 18% more languages in 2007 2/3 reported competitors taking sites global Sources: ByteLevel Research 2007
- 7. Why translate yourWeb site? Barriers to translating Cost: global companies report spending > $500K USD on Web site translations Effort: 50% report lack of time as biggest issue Knowledge Web globalization is specialized (i18n, l10n, ROL, GTMS) Knowing IT, knowing translation or knowing global marketing not enough Sources: ByteLevel Research 2007
- 8. Why translate yourWeb site? Opportunity: tools are getting better and cheaper Translation memory Workflow automation Multilingual Content Management
- 9. Multilingual Website –what’s involved Internationalization: making site able to display content in multiple languages Designing global navigation Date, time & currency formats, word order Programming changes (dynamically built text) Handling multiple versions of images Database changes
- 10. Multilingual Website –what’s involved Localization: process of adapting Website for a locale Translate content Customize design to culture Cultural customization
- 11. Localization Machine Translation: is this all that’s needed?
- 12. Localization Hand coding: programmers make changes to HTML and other code by hand Slow Error prone Expensive
- 13. Localization: HandCoding Simple code change And again And again
- 14. Localization Resource files: pages are designed to separate text from code Allows for easy translation Prevents errors Difficult for long blocks of content
- 15. Localization Content ManagementSystem (CMS): Software that allows non-technical users to update Web content without programming Enforces corporate design standards, Supports security and approval requirements Empower those with content knowledge but little technical expertise to post properly designed and approved Web content Reduce errors by reducing handoffs Provide design templates (design once, use many) Automate review/approval routing
- 16. Localization: CMS Contentrepository Application Programming Interface (API) Web-based Content Editor CMS storage / retrieval engine Web Site Display Template
- 17. Localization: CMS Notevery system that allows users to edit Web content is a CMS Content checkin/checkout, locking WYSWYG Security (URL/form encryption, user privs, approvals) Workflow automation Not all CMS systems are multilingual Unicode XHTML Separate installs per language No simultaneous view of all languages No translation tools
- 18. Localization Translation Memory: Database of all sentences or phrases that have been translated before Suggests those to translator when they are translating new document Re-use previous expert human translation Can pre-translate documents, so matches pre-populated Dramatically cut costs / time while maintaining quality
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- 20. Localization Workflow Automation: automated assignment and tracking of localization tasks Typical Translation workflow Identifying what needs to be translated Extracting text from source docs Quote Approval Send for translation Questions In country review Deployment Testing Manually: 135 emails, one document translated
- 21. Localization: Workflow AutomationManual workflows: Content Author Webmaster Approver Translator Content creation Content edits Page request Page update Page corrections Page review request Content edits Page update Translation request Source files Translated source files Translated site review request Translation corrections Source file updates (latest?) Corrected translated source files File deploy File deploy .COM .MX
- 22. Localization: Workflow AutomationPredefined steps and responsibilities System sends email and manages approvals
- 23. Localization: Workflow AutomationWith Workflow Automation Content Author Approver Translator Content review, edits and approval Page update Content repository Translation request Translation Page review request Translation review request Translation review .COM .MX
- 24. Summary Translating yoursite makes sense Tools exist to make it easier Done right, CMS + TM is competitive advantage because tools are underused Vendors report 25% CMS failure rate, much higher for multilingual Only 46% use TM for CMS Web content >50% build their own system, report higher failure than vendors Common Sense Advisory 2007
- 25. Summary Consider userexperience: Does the content, navigation and imagery make sense to the target audience Full or partial translation? If doing partial translation, will you: Let users know that translated content is available? Mix source and translated content? Warn users which links lead to source language? Translation multiplier & manual tasks (x3 per language) Can you answer emails and phone calls the site generates?
- 26. About iData TechnologiesFounded in/profitable since 2000 Focus on Web globalization, SEO, Content Management Software internationalization since 1993 Multilingual Web since 1998 Contact: iData Technologies 2000 Auburn Drive Suite 200 Beachwood OH 44122 www.idatatechnologies.com 1.800.647.1905