Pros and Cons of Localization
with a Proxy Model on a
Corporate Website
Adriana Beaton
Web Globalization Strategist
June 6, 2012.
Introductions
Adriana Beaton
Web Globalization Strategist
Citrix Systems
Julien Didier
Director of Production
Translations.com
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Agenda
• Citrix
• A Decentralized Global Web Presence
• Lack of Branding and Consistent Message
• Global Visitors to Citrix.com
• One Citrix, a Global Company
• The Technical Challenges
• The Globalization Challenges
• Our Requirements for a Solution
• The Plan and The Solution
• Questions
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• Virtualization
• Networking
• Collaboration
• Cloud technologies
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A Decentralized Global Web Presence
• Many disconnected sites
• 8+ EMEA markets without a web presence
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Lack of Branding and of Consistent Message
17+ sites
funded,
managed,
measured and
translated
separately
Manual
notification and
site synching
Activity on local sites
limited because experience
is not always translated or
current.
Different design
and navigation
make updates
difficult.
Key content is outdated
due to cost and hassle to
update and translate.
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Global Visitors to Citrix.com
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One Citrix, a Global Company
Deliver an innovative, engaging online experience that
propels global prospects and customers through
exploring, using, buying and sharing Citrix
technologies.
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The Technical Challenges
A very large site
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A lot of valuable Technical Information
Pdfs, Videos and Sales Documents
A Download Area
An Online Store
A Partners Area
A 10 year old CMS
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No real staging environment
Could not extract files
Javascript, HTML,XML.
Database content
A difficult IT architecture
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URLs without a clear path or even a pattern
Many vanity urls
Many different portals
Secure areas
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The Globalization Challenges
• No acknowledgment of global audience in
authoring
ᵒ Lack of web authoring discipline
ᵒ Lack of web authoring process
• Various Self Service Areas
• Nearly daily content updates
ᵒ Averaging about 2k words a week
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Our Requirements for a Solution
1. Quick deployment…
2. For a reasonable budget…
3. With real scalability
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The Plan and The Solution
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1. Establish a Dedicated Globalization Team
Team Lead and Web Marketing Director
Web Globalization Strategist
Global Web Operations Coordinator
Globalization Project Manager
Global QA
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2. Define the Globalization Strategy
• Performed a complete analysis of the citrix.com website
• Determined initial in-scope pages
• Determined a country on-boarding roadmap
• Worked with countries/regions to determine any specific
needs
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3. Establish a centralized model
Pilot a central model for global web management
ᵒ Consolidate and control budget at corporate level
ᵒ Consolidate technology and translations
ᵒ Leverage local teams for content review and initial
glossary and style guide work
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But…
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A “traditional” LSP solution would not work
We could not implement a TMS
We needed a fast approach
We wanted a MLSP to work with
We wanted an innovative technical solution and good
linguistic support
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Vendor/Software Evaluation Process
• Choice became a Proxy based solution
• Not many vendors offer this kind of solution
• Evaluation based on:
ᵒ Range of languages
ᵒ Market experience
ᵒ Flexibility for solution customization
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Proxy-based Website Translation – The Basics
French
speaking User
www.citrix.com
Request for
www.citrix.fr/home
`
Request for
www.citrix.com/home
Returns /home
in source language
Returns /home
translated
www.citrix.fr
proxy server
• The proxy uses a translation memory to replace source segments for their translation in
real-time
• The translation memory is pre-populated with all segments that have been spidered and
translated ahead of time
• Translatable images are swapped out for their translated version
• Text expansion issues are addressed through modification of the HTML code or style
sheet overrides
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The Citrix Solution
The Corporate
master site is the
source for page
styles, content and
layout
The Proxy
translates the site
on the fly. Looks
into the translation
memory and swaps
out matched text,
images and
documents
Content capture: All
pages in scope are
spidered and cached
weekly, capturing all
new content required to
have pages fully
translated
Translators execute a
first translation and
create an initial
translation memory. On
subsequent iterations
they are also assigned
any new content
identified by the spider.
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Localized full
versions of the site
are delivered
globally
Un-translated content
passes through untouched
yet with a transformed url.
Translation
Memory
Regional Citrix
reviewers perform
in-context reviews
and make edits
directly to the
Translation Memory
with an on-page
review tool.
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Sophisticated Requirements
Avoid English Bleed on in-scope pages:
• Caching is enabled
• Snapshot of pages is taken during the ‘maintenance’ spider
• Cache is only deployed on live servers when the translations are ready
=> No missing translation in pages being pushed live
• Predictable behavior for out of scope pages: Translation vs
Transformation
• Citrix requirement: a page should either be fully translated, or revert to just the
navigation and footer translation if not
• Anti-bleed: Defines an area of the page that requires full translation. If not all the
segments are available, the whole area is reverted to English, leaving the rest of
the page (Navigation, Footer, Promotions) translated.
• Compliance with new EU privacy guidelines: removal of all tracking
cookies
• Removal or hiding of specific US centric content
• Customization of Marketing forms and social
sites links
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Benefits….
• Rapid deployment (≈3 months)
• Hosting, maintenance, development and translation managed by Corporate
• Limited IT and CMS dependencies
• Almost real-time updates on regional sites
• Near instant new design and visual identity
• Consistency in messaging and content
• Corporate provided analytics and SEO
• Maximization of content re-use
• Ability to review and modify text on-line and in context
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On Page Editor Quick Demo
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…and Considerations
• Mixed language experience – top 350 pages translated
• Local/regional content limited
• Videos, PDF resources are out of translation scope
• Modulating translations depending on context is possible but fragile and time
consuming to implement
• Frequency of citrix.com updates could become sub-optimal for a proxy solution
• Legacy issues (Vanity, CMS, URL formats) on citrix.com can make the proxy
brittle
• Ongoing corporate and regional resources required to onboard and maintain
new countries
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And the final result??
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Questions?
Mga Katanungan?
Kérdései vannak?
Spørgsmål?
¿Preguntas?
Suallar?
Otázky?
Domande?
Ceisteanna?
有问题吗
Jautājumi?
Pertanyaan?
Ερωτήσεις;
კითხვები?
Turite klausimų?
質問はありますか？
Spurningar?
Пытанні?
‫األسئلة؟‬
Въпроси?
ಪ್ರಶ್ನೆಗಳು?
Kysymyksiä?
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પ્રશ્નો?
Vragen?
सवाल?
Прашања?
Pitanja?
Küsimusi?
Mistoqsijiet?
Kesyon?
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Contacts
Adriana Beaton
Julien Didier
Web Globalization Strategist
Director of Production
Citrix
Translations.com
adriana.beaton@citrix.com
jdidier@translations.com
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