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Enterprise Localization Trends
Webinar
05.05.2015

Webinar Structure
Introduction
David Canek, CEO at Memsource
Key features of localization technology in 2015
Loic Dufresne de Virel,
Localization Strategist at Intel Corporation
Staffing in 2015
Mika Pehkonen,
Documentation and Localization Manager at F-Secure Corporation
Translation quality in 2015
Patrick McLoughlin,
Senior Localization Program Manager at Eventbrite
Questions and Answers
Mirko Plitt, Moderator
CEO at Modulo Language Automation
3 m
12 m
12 m
12 m
10-15 m

KEY FEATURES OF LOCALIZATION
TECHNOLOGY IN 2015
Loic Dufresne de Virel
Localization Strategist at Intel Corporation

Our vision is simple and direct:
If it computes, it does it best with
Intel.

This you might not know…
• 25 people dedicated
to localization
• We cover:
 SW, Web, Marketing
Collateral, Training
 Engineering, Tool
Support, PM roles in-
house
 40+ languages, 80M
to 100M words per
year

Adjusting to “S. M. A. C.”
• Social
 No longer a one-way street
 Need to understand what users are saying about us
• Mobile
 Responsive design a must
 Need to rethink “content” to fit new usage models
• Analytics
 Data-driven decision making process on “what to translate” (A/B
testing)
• Connected
 Constant updates
 “Access to the content I care about, when I need/want it”

Closing the Gap: Integration & Automation
• Enables continuous localization
 No need to batch 50,000 words in a localization
drop
 Pull and Push models
 Low touch localization
• Eliminates duplication of efforts
 Can reallocate $$$ saved elsewhere
• MT plays a major role
 Reverse MT in particular, coupled with Big Data
analytics

The Ultimate Goal
• Bring access to
computing through
speech interaction
 Must for Internet of
Things and
“Wearables”
 Would be a great
way to redefine
literacy and bridge
the digital divide

STAFFING IN 2015
Mika Pehkonen
Documentation and Localization Manager at F-Secure Corporation

F-Secure Localization
Team:
• 3 Project Managers
• 1 process engineer
• 1 shared test engineer
Environment:
• 35 languages
• Over 50 regularly updating R&D localization projects world-wide
• Agile/lean start-up methodologies (release cycle still on average 2 weeks)
• Centralized service/Budget ownership
Differentiators:
• In addition to owning the localized resources of R&D, we do our own translation
kit building, automated and human QA, bug fixing and TM management.
• Over 50% of our translation are done through a weekly allocation/cycle by buying
time, not words, from translators/vendors.

Enterprise Localization Trends Webinar

Challenge #1: Translation kits 2011-2014
240
1,324
6,371
7,695
7935
598
935
9,465
10,400
10998
724
1,036
13,550
14,586
15310
1,162
703
14,554
15,257
16,419
0 2000 4000 6000 8000 10000 12000 14000 16000 18000
Non-R&D
Regular R&D
Weekly
All R&D
Grand total
2014
2013
2012
2011

Challenge #2: Localization throughput 2011-2014
R&D Projects - Words
2,510,933
356,663
11,353,076
1,889,411
447,781
17,153,795
2,175,786
565,721
19,534,798
1,785,480
632,730
20,616,298
0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000
New words
Fuzzy matches
100% matches
2014
2013
2012
2011

So how do we do quality-wise? Bug severity and counts per year
– Reported by R&D Testing and customers
0
50
100
150
200
250
300
350
2010 2011 2012 2013
Show stopper Urgent High Medium Low Enhancement

Staffing in 2015
• The smaller the team gets, the more the focus should shift from
performing tasks -> problem solving -> defining the problem.
• Think of your team as a start-up (or better yet a Motorcycle Club) - Clear
hierarchy, clear roles, simple rules.
• Focus on getting team oriented people who love to teach and are highly
coachable.
• A variety in backgrounds brings perspectives to problem solving and
definition.
• Build everything around freeing up everybody’s time for innovation and
creating tools.
• Involve and develop your extended team by giving ownership (Vendor and
translators).

Example: Engaging the extended team

TRANSLATION QUALITY IN 2015
Patrick McLoughlin
Senior Localization Program Manager at Eventbrite

Eventbrite Localization at a glance
Team
• 1 Program Manager
Environment
• 24 locales
• 4 types of content:
– Web
– Mobile
– Help Center
– Marketing material
• Centralized service/Budget ownership
Vendors/technology/QA
• 2 LSPs do 90% of content translation
• Cloud-based TMS (Transifex)
• Functional QA mostly automated
• Linguistic Review almost entirely internal (small Localization budget)

Traditional Linguistic QA model
- Very time-consuming
- Big QA budget does not ensure higher quality
- Outsourcing of quality decisions and judgements to 3rd parties
- Downstreaming, late in the game
- “He said” vs. “She said”
- Little or no input from internal stakeholders or customers
- Translators might be SMEs, but rarely power users
- Too much emphasis on standard phrasing/grammar rather than
message
- Only scalable in waterfall (barely)

How do you stretch a limited localization
budget to ensure quality?
- Invest in quality early, woven into process
- We saw that 50% of corrections made during LQA not strictly
linguistic. Could have been detected by other means:
- More context (screenshots, in-context translation, developer
notes, instructions, product training)
- Pseudo-Localization
- Better education
You shouldn’t be spending money on LQA to make
up for flaws in your process

Be selective
Not all content created equal
– Invest more time and money in fine-tuning your most impactful content
Not all markets are created equal
‒ Market size/importance
‒ Local attitudes towards quality vary (Germany or Japan vs Spanish for the
US)

Educate for success
Our translators:
‒ Selected by our internal reviewers (SMEs on brand, voice, customers)
‒ Thoroughly trained on product, terminology, style and voice
‒ Ongoing feedback loop translators  reviewers
‒ Translators become SMEs, improve over time
‒ Track improvements (A/B testing).
Content creators/engineers:
‒ Copywriters trained on writing for translation
‒ All new engineers trained on I18n with particular focus on creating
localizable strings (avoiding concatenations, etc.)
Listen to customers
‒ Gather feedback on terminology and style
‒ Ultimately the quality is for them

Conclusions
‒ Limited time and budget means quality is programmed into Localization
process
‒ Being agile means being agile on quality – standards and definitions
change over time
‒ Listening to stakeholders and customers will get you much further than a
battle between LSPs

QUESTIONS AND ANSWERS
Mirko Plitt
Modulo Language Automation

Thank You!
• Recording of the webinar will be available on Youtube in 2-3 days.
• We will publish a text transcript with main takeaways on the blog.
• Please take a short survey after the webinar.
info@memsource.com

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