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
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Agenda
•
•
•
•
•
Scale
Approach
Challenges
Progress and success
What’s next?
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HP’s scale
Immense Breadth and Depth
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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…
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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
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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
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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.
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Our approach
… it worked for us
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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.
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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
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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
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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: $$$$
Centralized
volume
growth
Cost
Avoidance
Cost
Reduction
Projected HP Translation Spend ($ M)
Projected
spend at
current rate
Projected Cost Savings by Business Organization ($
M)
15%
Projected Cost
Savings
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25%
Projected
spend at
proposed
18%
The informationadoption
contained herein
rate is subject to change without notice.
37%
5%
Organization 1--$$$
Organization 2--$$$
Organization 3--$$$
Organization 4--$$$
Organization 5 --$$$
Challenges
….Too many
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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
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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
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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
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Progress and success
How are we doing?
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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
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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.
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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
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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”
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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
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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
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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.
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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
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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
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What’s next?
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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
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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
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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
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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
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Thank you!
Any questions?
© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.