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Association of Translation Companies
Online Terminology Management How to Win (and Keep!) Your Customers
A Brief History on Technology First… The History of Translation • Emphasis on Three Factors: § Reducing overall costs § Adding value to differentiate yourself § Getting more customers / Enjoying what you do! • Growing Importance on Technology: § Technology is changing the face of The Company on a regular basis § You can either keep up… § Or go the way of the proverbial “Dodo” (1598 -1681, R. I. P. )
Let’s Skip Over a Couple of Years… (A Bit More) Recent Translation Industry History… • 1950 s – 1970 s (Medieval Ages of Technology!) § § • 1980 s (Getting There…) § § § • Paper-based Translations The Age of “Machine Translation Disillusionment” Fax Machines: Invented in England by Alexander Bain in 1843 Fax Machines begin to increase speed of translation return In 1980 s fax machines in use jump from 300, 000 to 4, 000 1990 s (The Tide of Change) § § § Email communication – mainstream – electronic documents Internet (as we know it) takes off Translation Memory (CAT) tools introduced on DOS platform • • § Text-based, command line functions Not what we know of in terms of a “GUI” (graphical user interface) New Translation Memory tools introduced, taking advantage of modern functionality • • • Based on modern software design (GUI introduced) Adherence to industry standards Quicker translation process, easier to use
So, Where Are We Now? Year 2000… Factor 1 • Mature Market § § • Types of Translation Companies § § • Over 4, 000 recorded Translation Companies Technology has made Translation Companies more efficient, easier to start-up Top 5 Companies – largest Translation Companies worldwide ($80 M+) 30 “Mid-Tier” Companies ($10 -50 M) 500 SME - Small to Medium ($1 -10 M) The majority are “grouped” companies (translator groups) Summary: Price-Competitive is Key § § § Increased globalization allows for low-cost “outsourcing” to fast-growing economies “Grouped” companies have less overhead costs, more competitive Only those who show technical prowess will succeed
So, Where Are We Now? Year 2000… Factor 2 • Technology – More Complicated § § • XML: Excellent for Corporations § § § • Say Goodbye to Microsoft Word (Office 2003 and above – XML based) XML (Extensible Mark-up Language) will become commonplace Simplified Content Creation Future-proof content (portable between different systems, standards-based) All Corporate Departments share same content XML: Complicated for Translation Companies § § § Complicated file types with a lot of tagging information Requires good deal of “setup” (and technical knowledge) to translate files Original Contextual Information: Gone
Prepare Yourself… Summary for the Future: 1. Enormous Amount of Competition § How will you differentiate yourself? § How will you compete with “outsourcing”? § Will you reduce your rates, or try to add value? 2. Projects Become Seriously Complicated with XML § How will you show you can handle these file types? § How will you maintain consistency with no contextual information to reference? 3. Will Your Company Survive? Or…
I’ve Already Got Translation Memory! But, I have Translation Memory 1. Good First Step… § Have you looked at the ability of your tool to handle XML? § Have you looked at how well your existing data will migrate to XML? § Have you looked at integration between Desktop and Global Terminology? 2. …But Everyone Expects You To Have It § Over 50% of Corporations either request TM or know about it § That number will grow to 75 -80% within a few years 3. So How Are You Differentiating Yourself?
Terminology Management: The New Kid on the Block Research the Terminology Revolution! 1. Lack of Context in XML files… § Means corporate departments sharing XML repository need more context § Means more of a reliance on Online Terminology Management § Means corporations will be looking for someone to offer this 2. Who uses Online Terminology Management? § Early Adopters – Those Ahead of the Pack § Those working for Medical, Pharmaceutical, Automotive, Legal § Latin becoming the most popular online terminology language! 3. So How Are You Differentiating Yourself?
When Online Terminology Management Could Have Helped…
SDLTerm. Base Online: From Departmental and Tactical - to Centralized and Strategic
So Who Uses? Online Terminology Management: Early Corporate Adopters • Kodak - Terminology Management § § § • Bosch ST - Terminology Management § § § • 30 languages in bilingual Term. Bases 30 -40 Kodak in-country reviewers and project managers Around 50 external translators, freelancers, project managers Massively reduced number of issues and terminology queries Significantly improved consistency, saving time and cost 2 languages in one bilingual German-English Term. Base Up to 50, 000 Bosch employees (available via their Intranet) Accessed by Project Managers and by translators And Bayer, Canon, CNH, People. Soft…
So Who Uses? Online Terminology Management: Early Translation Company Adopters • AAA Language Services § § § Provide Terminology Service to Top Automotive in Detroit, MI 7 Languages in one multilingual Online Term. Base Accessed by everyone in translation supply chain Massively reduced number of issues and terminology queries Significantly improved consistency, saving time and cost "SDLTerm. Base Online has helped us rapidly collaborate and share terminology with our customers, including a 'Top 2' automotive manufacturer located in Detroit, to further improve the quality service we provide. “ Carl Helbich, Manager - Business Development, AAA Language Services
So Who Uses? Online Terminology Management: Early Translation Company Adopters • Argo Translation § § § Provide Terminology Services to multiple customers as value-add Simplifies Client Review processes Increased communication between customers and Argo Translation "SDLTerm. Base Online allows us to conduct real-time software and glossary reviews with our client terminology experts, dramatically reduce the review stage, and allow us to move into the translation phase of our documentation projects faster than ever, all with improved ‘buy-in’ from our client reviewers. ” Peter Argondizzo, Operations Manager, Argo Translation
Why use SDLTerm. Base Online? Ask yourself these four questions: • How will you handle consistency issues with complicated files? • How will you offer value instead of lowering translation rates? • How are you differentiating yourself from the competition? • Can you connect all levels of the translation supply chain?
Why use SDLTerm. Base Online? SDLTerm. Base Online Stop reducing your rates Increase the value you bring to your customer You maintain your customer's terminology You maintain control You keep your customers
Thank You! Keith Laska General Manager SDL Desktop Products [email protected] com