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Acting Locally, Succeeding GloballyBuilding Multichannel, Multilingual Customer Engagement

In an omni-channel marketing environment where rich user experiences and responsive design is a necessity, the last thing any marketer wants to deal with is multilingual global

content management. With the proper tools and know-how, deploying and scaling multilingual content is simple. Read this white paper to discover more about the localization imperative, the challenges and benefits tied to deploying multilingual content, and how to take your global Web Experience Management (WEM) further with OpenText and Translations.com.

M A R C H 2 0 1 4

Table of ContentsGlobal Content Management and Localization . . . . . . . . . . . . . . . . . . 3

The Localization Imperative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Competing in Emerging Markets Abroad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Social Media Localization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

E-Commerce and Localization in a Multichannel World . . . . . . . . . . . . . . . . 7

Mobile Site and App Localization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Challenges to Robust Localization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Decentralization of Translation Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Cumbersome Manual Processes for Content Dissemination . . . . . . . . . . . . 8

IT Support Issues Related to Global Growth . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Speed of Delivery to Global Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Translation and Localization Quality Concerns . . . . . . . . . . . . . . . . . . . . . . . . 9

OpenText for Web Experience Management Optimizes Localization Investments . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Translation Memory Enforces Brand Consistency and Delivers Savings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Brand Consistency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Increased Productivity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Asset Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Customer Communication Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Translation Automation vs. Machine Translation . . . . . . . . . . . . . . . . 12

Taking Global WEM and Localization Further with OpenText . . . . 13

OpenText and Translations .com Integration Overview . . . . . . . . . . . . . . . .13

Global Content Management and Localization Made Easy . . . . . . 14

About Translations.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

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E N T E R P R I S E I N F O R M A T I O N M A N A G E M E N T 3

Multilingual Content Management

Global Content Management and Localization Localization refers to the preparation and publication of content for global markets, with particular emphasis on the technology and processes required to deliver multilingual information and maintain brand consistency in an omni-channel world. Once considered an appealing option, the localization of a company’s global digital presence is now a basic requirement for any business that wants to be at the forefront of their industry in the global marketplace.

Today’s medium and large enterprises compete across multiple continents to build and maintain a loyal customer base. Online retailers who attempt to enter emerging markets without offering a high-quality in-language presence will be at a significant disadvantage in comparison to competitors with multilingual online and offline media.

Translating content is a daunting task for any company. This is particularly true when taking into consideration that the addition of new content and changes to existing content often occur daily. Fortunately, technology is available that can help enterprises with the translation and localization process. The upside to using this technology is huge.

The Localization ImperativeTo many enterprises, the most pressing localization concern is the ability to create, present, and maintain websites accurately in multiple languages. Websites have become a major vehicle for communicating with—and selling to—an increasingly global customer base. They are a focal point of both risk and opportunity as visitors are no longer confined by geographic boundaries.

This paper explains the business benefits of localization as part of an overall online person-alization strategy and highlights the main challenges associated with online multilingual requirements. It also demonstrates how next-generation Web Experience Management (WEM) solutions are superior to first-generation content management solutions in their ability to deliver localization within the context of website content creation.

Competing in Emerging Markets AbroadOrganizations can no longer afford to rely solely on domestic markets, or to take the approach that customers’ buying patterns are not influenced by the availability of content in their native language. E-commerce has significantly outpaced brick-and-mortar retail growth and foreign markets are now easier to reach. While logistical access to customers abroad is made easier by web technology, revenue growth prospects are significantly diminished by failing to cater to the local languages of a target country or region.

The ability and willingness of international consumers to locate, much less buy, US products online is profoundly affected by the presence or absence of local linguistic and cultural web content.1 The vast majority of global Internet retail customers do not speak English. According to a recent report prepared for the US Department of Commerce, 73% of online shoppers are non-English speakers. In Europe, Forrester Research reports, “42% of online users say they never shop online in any language other than their own.”2 Failure to capitalize on the demands of these consumers simply by not engaging them in their own language leaves a lot of money on the table.

1 Globalizing E-commerce: What US Retailers Need to Know About Entering Foreign Markets (eMarketer: February 2012), p. 16.2 Market Overview: Language Service Providers 2013. (Forrester Research: June 20, 2013), p. 2.

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The most highly populated foreign markets are growing at a faster pace than corresponding English-speaking markets. In the Asia-Pacific region, the e-commerce market is projected to grow at a 23% compound annual growth rate (CAGR) from 2011 to 2017. Within this high-growth region, China stands out from the crowd with unparalleled growth rates of online sales. E-commerce in China is forecasted to grow at a 45% compound annual rate during this same time period, with their 237.8 million online buyers eclipsing the number of online customers in the United States by 90 million.3 Online retail sales in China were estimated to be $75 billion in 2012 (up 145% from 2011) and are expected to cross the $400 billion milestone by 2016.4

B2C E-COMMERCE SALES IN ASIA-PACIFIC, BY COUNTRY, 2011-2017billions

2011 2012 2013 2014 2015 2016 2017CHINA* $56.69 $110.04 $181.62 $274.57 $358.59 $439.72 $520.37

JAPAN $112.90 $127.82 $118.59 $127.06 $135.54 $143.13 $150.28

AUSTRALIA $22.86 $25.26 $26.77 $28.31 $29.76 $31.24 $32.56

SOUTH KOREA $16.34 $17.63 $18.52 $20.24 $21.92 $23.71 $25.44

INDIA** $8.68 $12.12 $16.32 $20.74 $25.65 $30.31 $35.35

INDONESIA $0.56 $1.04 $1.79 $2.60 $3.56 $4.49 $5.48

OTHER $19.84 $22.30 $25.14 $28.16 $31.53 $34.99 $38.55

ASIA-PACIFIC $237.86 $315.91 $388.75 $501.67 $606.54 $707.30 $808.03

Note: includes travel, digital downloads and event tickets purchased via any digital channel (including online, mobile and tablet); excludes gambling; numbers may not add up to total due to rounding; *includes sales from businesses that occur over C2C platforms; excludes Hong Kong; **digital travel sales represent roughly 80% of B2C ecommerce sales.Source: eMarketer, June 2013

Latin American markets are showing similarly impressive increases in online sales. Research indicates that these growth trends will continue in the coming years. Already the largest market in the region, Brazil is projected to further raise its online revenue from $16.97 billion in 2012 to $29.92 billion in 2017.5

B2C E-COMMERCE SALES IN LATIN AMERICA, BY COUNTRY, 2011-2017billions

2011 2012 2013 2014 2015 2016 2017BRAZIL $13.92 $16.95 $19.74 $23.51 $25.52 $27.28 $28.92

MEXICO $4.18 $6.16 $7.98 $9.88 $11.40 $12.92 $14.25

ARGENTINA $2.57 $3.36 $3.86 $4.79 $5.65 $6.33 $6.96

OTHER $7.66 $11.19 $14.40 $17.77 $20.46 $23.07 $25.33

LATIN AMERICA $28.33 $37.66 $45.98 $55.95 $63.03 $69.60 $75.46

Note: includes travel, digital downloads and event tickets purchased via any digital channel (including online, mobile and tablet); excludes gambling; numbers may not add up to total due to roundingSource: eMarketer, June 2013

3 Ibid. 2, p. 1.4 China E-commerce: A Developing Market Begins to Boom (eMarketer: November 2012), p. 2.5 Brazil E-commerce: Sports, Travel and Cheap Retail Maintain the Market’s Momentum (eMarketer: March 2013), p. 3.

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Even in more mature markets, such as those in Western Europe, digital sales are increasing at a rate that far exceeds that of total sales; a 2012 survey recorded that, on average, “online retail sales [in all European markets] were set to rise by more than 16% in these countries, while offline retail sales inched up by a mere 0.7%.”6

B2C E-COMMERCE SALES IN WESTERN EUROPE, BY COUNTRY, 2011-2017billions

2011 2012 2013 2014 2015 2016 2017UK 76.75 87.25 99.19 111.30 122.68 132.79 142.42

GERMANY 38.08 47.00 53.00 58.00 62.00 66.00 70.00

FRANCE 29.68 33.33 36.99 40.35 43.57 46.88 50.20

SPAIN 15.64 18.57 21.57 24.54 27.46 30.21 32.63

ITALY 12.88 16.16 19.80 23.81 27.80 31.25 35.00

NETHERLANDS 7.01 7.99 8.98 9.89 10.78 11.50 12.15

SWEDEN 5.32 6.30 7.32 8.29 9.14 9.96 10.80

NORWAY 4.97 5.82 6.71 7.60 8.40 9.02 9.60

DENMARK 5.16 5.90 6.63 7.33 7.98 8.50 9.00

FINLAND 3.29 3.82 4.38 4.87 5.31 5.69 6.05

OTHER 19.50 23.45 26.89 30.14 33.19 36.15 39.04

WESTERN EUROPE 218.27 255.59 291.47 326.13 358.31 387.94 416.89

Note: includes travel, digital downloads and event tickets purchased via any digital channel (including online, mobile and tablet); excludes gambling; numbers may not add up to total due to roundingSource: eMarketer, June 2013

Certainly, some retailers have been able to tap into foreign markets via cross-border trading (CBT) using their existing English-language websites; however, economic data and market research indicate that this business model places them at a significant disadvantage to competitors with multilingual websites.

Social Media LocalizationSocial media is no longer optional as a marketing outlet for organizations who want to be on the forefront of international commerce. It has evolved into an integral part of building and maintaining a brand and should not be ignored as an avenue to grow sales. Currently, there are over 235 million people active on Google+, 1.15 billion users on Facebook, and over 200 million active Twitter users. These numbers represent a global population of consumers that are connected through networks specifically designed to publish and share information, usually for free. Social media allows organizations to quickly and efficiently reach out to millions of people, receive feedback (both solicited and unsolicited), and customize marketing efforts in response to that information.

NON-ENGLISH SPEAKING DOMESTIC MARKETS

Organizations seeking to grow sales with multilingual websites would be wise to factor in the non-English speaking domestic markets. In the United States, for example, roughly 16% of the population is of Hispanic origin, with nearly half of those reading and speaking Spanish as their primary language. Moreover, as the Hispanic population is on the rise, so too is their purchasing power. The US Hispanic buying power will grow from $1.2 trillion in 2012 to $1.5 trillion in 2015.7 Whether non-English speaking domestic consumers are targeted directly or incidentally (through targeting foreign markets from which they emigrated), research indicates the results of a multilingual site will increase a retailer’s ROI through both domestic and international sales growth.

6 Western Europe B2C E-commerce: Solid Growth continues as Mobile Gains Ground. (eMarketer: February, 2013), p. 5.7 http://ahaa.org/default.asp?contentID=161#2

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Approximately 70% of worldwide marketers now produce social media content to promote their brand and interact with customers, making it the second-most widely used inbound marketing outlet. Unlike other marketing platforms, social media allows companies to market directly to individuals. Social media also enables companies to launch grassroots digital marketing campaigns, allowing them to market to local communities around the world in a way that was not possible until relatively recently. Social media platforms encourage close personal relationships with the brand, wherein individual consumers become advocates of products, humanizing that brand.

Most corporations have already adopted social media strategies and now view them as an important component of their multichannel marketing efforts. However, despite this growing familiarity with using social media for local markets, the vast majority of organizations that have a social media presence have never addressed the need to expand their strategy to other languages. Companies who fail to cater to non-English speakers abroad, or to customers closer to home with limited or no English proficiency, are missing out on significant outlets to grow revenue, as well as opportunities to build brand recognition and loyalty.

TYPES OF INBOUND MARKETING CONTENT PRODUCED BY ONLINE MARKETERS WORLDWIDE, 2013% of respondents

Note: n=4,069 SEOmoz readersSource: SEOmoz, “SEO Industry Survey 2012” Aug 20, 2012

BLOG POSTS73.0%

SOCIAL MEDIA CONTENT (TWEETS, STATUSES, ETC.)69.7%

ARTICLES AND GUIDES68.8%

PRESS RELEASES47.1%

E-NEWSLETTERS44.0%

IMAGES-GRAPHICS, PHOTOGRAPHY, ETC. 38.2%

INFOGRAPHICS25.7%

POLLS AND SURVEYS21.1%

WHITE PAPERS20.4%

AUDIO, MUSIC AND/OR PODCASTS8.6%

OTHER3.2%

11.1%DON’T PRODUCE CONTENT

35.9%VIDEO

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E-Commerce and Localization in a Multichannel WorldE-commerce is no longer tied solely to desktop and laptop computers. Smartphone and tablet technologies have expanded global online sales outlets and opportunities. Fortunately, dynamic web experience management solutions exist that can adapt to these multichannel demands with an omni-channel approach.

Mobile Site and App LocalizationThe boom in the smartphone market is a logical progression for a culture that demands immediate access to the information that Internet technology has made readily available. Globally, one in every seven people has a smartphone. In China alone, the number of mobile phone users is projected to rise from 671 million in 2010 to nearly 1.2 billion in 2016. By 2016, 86.9% of the Chinese population will own mobile phones. This represents a great deal of opportunity for marketers seeking to build their brand internationally or to gain new customers via mobile commerce outlets.

MOBILE PHONE USERS AND PENETRATION IN CHINA, 2010-2016

2010 2011 2012 2013 2014 2015 2016MOBILE PHONE USERS (millions)

671.1 780.6 880.4 975.4 1,051.2 1,112.4 1,187.5

—% CHANGE 16.7% 16.3% 12.8% 10.8% 7.8% 6.8% 5.8%

—% OF POPULATION 50.5% 58.4% 65.5% 72.3% 77.5% 82.4% 86.9%

Note: individuals of any age who own at least one mobile phone and use the phone(s) at least once per month; excludes Hong KongSource: eMarketer, Feb 2012

In Europe, for example, mobile commerce is becoming increasingly more popular. This is particularly true among younger generations in Northern and Western Europe. Research suggests m-commerce sales in Europe will continue to grow, as younger consumers are more comfortable with buying online via their mobile devices.

M-COMMERCE USERS IN SELECT COUNTRIES IN EUROPE, BY AGE, Q3 2012% of respondents in each group

15-24 25-34 35-44 45-54 55-64 65-74DENMARK 23% 35% 26% 17% 6% 7%

FINLAND 8% 19% 20% 13% 7% 8%

FRANCE 22% 20% 13% 9% 4% 4%

GERMANY 29% 25% 14% 9% 5% 4%

NORWAY 27% 30% 23% 10% 8% 4%

POLAND 27% 26% 19% 14% 4% 9%

SPAIN 44% 38% 26% 20% 13% 8%

SWEDEN 23% 23% 18% 12% 6% 4%

UK 26% 31% 25% 17% 8% 8%

Note: ages 15-74Source: DIBS Payment Services, “DIBS E-Commerce Surbey 2012: A Comprehensive Study of European E-Commerce,” Sep 26, 2012

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For online retailers seeking to take advantage of the mobile commerce market, it is critical to note that 8 of the 10 largest smartphone markets are not English-speaking. China has surpassed the US as the largest m-commerce market, and continues to grow at a remarkable rate. With more than twice as many smartphone users as the US, China and other booming populations cannot be overlooked in brand expansion. Localization services can help a brand or developer break into foreign markets by transforming their product into something more accessible and useable for the people in that locale. Customers are always more comfortable with products in their own language. This holds true for mobile apps and sites as well.

Challenges to Robust LocalizationWhile the importance of consistent multilingual content creation and dissemination is clear, many organizations struggle with the process. According to Forrester Research, 76% of companies say that the accuracy of localized content is a pain point in managing global brands. Forrester also found that the customer experience often suffered as these companies went global.

Within most enterprises, no single factor can be pinpointed as the cause of their localization pains. Typically, it is a combination of several factors:

n Decentralization of translation assets

n Cumbersome manual processes for content dissemination

n IT support issues related to global growth

n Speed of delivery to global markets

n Translation and localization quality concerns

Decentralization of Translation AssetsHistorically, enterprises have outsourced nearly all of their localization and translation needs to Language Service Providers (LSPs). Individual LSPs tend to focus on a specific language or market and do not operate globally. This means that each local office of a global enterprise hires its own LSP and manages that relationship locally. This arrangement leads to a serious dilution of branding and messaging for the following reasons:

n Variable quality of LSPs - Not all LSPs are created equal, and they provide different levels of client support and translation accuracy.

n Local office messaging control - Local offices frequently do not align with the global enterprise’s top-level positioning and do not adhere to centralized branding and messaging. These offices may be creating their own non-standard content or messages and passing it on to their LSPs for translation.

Cumbersome Manual Processes for Content DisseminationFirst-generation web content management (WCM) systems offer no framework or solution for managing multilingual content translations. Not only do they lack translation rules and glossaries, but they also provide no automated method for easily distributing content out of the WCM system for translation, tracking project status, receiving edits and comments, and redistributing approved translated versions of the content.

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IT Support Issues Related to Global GrowthMost WCM systems do little to empower business users as they develop content to be translated for localization purposes. Particularly in first-generation WCM systems, there is no integration between translation technology platforms and the WCM system. This means that WCM system users need to download and run an external translation application and perform data transfers themselves from the WCM system into the translation platform (and re-import translated content manually back into the WCM system when complete). Simply put, this is too complex for most business users, hindering the efficient localization of company websites and diluting the brand. It also creates issues related to content export and import, often requiring the assistance of internal IT to facilitate the process. This is a serious concern for enterprises, because most of their content creators are business focused, not technologists. Combine the velocity at which business moves today and the competitive pressure to keep content updated and fresh, and there is a clear gap for many organizations.

Speed of Delivery to Global MarketsIn traditional WCM systems, the localization process cannot be streamlined and automated, therefore the time-to-market is significantly longer. Diversified and decentralized transla-tion assets create inefficiencies that contribute to delays in getting translated content onto the localized website. Further, a lack of automation technology in these systems requires organizations to manually monitor updates or additions to content, which creates additional internal overhead related to routing and publishing of in-language content.

Translation and Localization Quality ConcernsLocalization allows retailers to take advantage of the e-commerce opportunities that lie in wait with the 73% of non-English speaking markets that are currently online. It is, however, a complex and daunting process. Translation is only one element of the larger concept of localization, although certainly it is the most critical one. In addition to cultural understanding, professional translators must have an intimate knowledge of the complexities, nuances, idioms, and ambiguities of both the source language and the target language. Managing a decentralized translation process that lacks automation technologies can be extremely difficult and the risks of quality concerns and brand inconsistencies are high.

Further, when localizing websites (and social media or mobile apps), businesses must also take into account a wide variety of concerns in addition to translation. These include cultural relevance and sensitivity, local laws and regulations, writing conventions (e.g., date/time format, formatting of numbers, symbols, etc.), currency conversions, weights and measurements, censorship issues, conventional and/or accepted payment methods, and a variety of other factors.

TERMINOLOGY MANAGEMENT

According to Gilbane Group, over 80% of localization technology users surveyed consider terminology management essential to global customer experience, brand management, and overall quality and consistency.

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OpenText for Web Experience Management Optimizes Localization InvestmentsAdopting localization-ready WEM is clearly a priority for global enterprises. However, gaining corporate approval has not always been easy, primarily because of the issue high-lighted previously—technology challenges related to business user adoption. Typically, first-generation WCM systems are notorious for the burden they place on business users: both to jump between different systems and applications and to rely on IT to explain or set up routine tasks. In most cases, users have had to learn how to use both the WCM and the localization system. Moreover, integration of translation functionality into WCM workflows is typically disjointed, forcing users through a high number of clicks to prepare and send content for translation. Then, if the WCM system requires a lot of background processing, the localization process becomes unacceptably slow and causes users to perform their own out-of-system workarounds.

The OpenText WEM solution provides the functionality that business users require, making it much easier for enterprises to adopt a system for translation and dissemination. Though the “WCM” acronym implies “web as a singular channel,” WEM provides permission-based omni-channel publishing across a range of output channels, including email, mobile, social networks, web, and print. This also includes multilingual translations and localization platforms.

By leveraging OpenText WEM, the integration with localization systems becomes simple for business users. Additionally, users operate solely within the OpenText system, with no need to learn or download the translation system. The translation functionality becomes a single click embedded within the content creation workflow. The advanced file-sharing and language portal features of localization solutions make this single-click integration possible. Advanced collaboration capabilities also allow users to find, share, and download pack-ages (editable file and folder representations), components, and hot fixes from the OpenText server and incorporate them into the translation portal, which already includes the languages, LSPs, and workflows for each content type.

From the perspective of OpenText users, nothing changes in their content creation routines—except that now they have a one-click option to localize the content they just created. This means that marketers can own the publishing processes, better control the message and brand, reduce their dependency on IT development teams, and drastically speed up time-to-market globally for new content.

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Translation Memory Enforces Brand Consistency and Delivers SavingsMany organizations rely on stovepipe WCM and localization systems, necessitating manual intervention to move content between the two. This makes it difficult to return both the original and the translated versions of content to the WCM system, resulting in a complete loss of translation memory. Today, there is no reason why organizations should continue to redevelop the same content multiple times, as it is costly and inhibits the speed of doing business. WEM/localization system integration overcomes this issue while providing additional benefits in terms of brand consistency, productivity, asset management, and content ownership.

Brand ConsistencyEvery time a content asset is created and translated, the risk of diluting the brand rises as different language professionals interpret the original content and messages differently. The ability to reuse previously approved translated content helps make the company’s brand more consistent as the organization introduces new websites to new audiences and geographies.

Increased ProductivityLeveraging existing content is one of the easiest ways to reduce translation costs and accel-erate time-to-market. The use of shared Translation Memory assets maximizes the number of preexisting translations that are leveraged. Translation Memory allows organizations to capture previously translated (and approved) content. This means that content can be translated once and then reused where applicable, eliminating the possibility of inconsistent brand messaging, hastening timelines, and reducing overall translation spend. Dashboards of translated content can be used to see what is available, as well as what is missing. This is very important in a disjointed (yet empowered) system of content creation, translation, and sharing.

Considering the potential time lapses between content submission and approval among globally dispersed team members, the benefit of real-time access to approved translated content becomes clear. It also eliminates the need to have LSPs translate the same content again and again.

Asset ManagementWith a centralized repository for translated content and assets, marketers in local geographies can be more productive while rolling out new campaigns or messaging. Meanwhile, version control is upheld so that the correct assets are being used at all times. Leading localization systems enable language managers from both the enterprise and its LSP to search, modify, and delete translation units (TUs). Clear distinctions can be made between project TUs that are entered into the translation memory by translators versus TUs that have already been approved.

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Another advantage is that centralized, role-based management of specific content permits content owners at corporate headquarters to lock specific blocks for review and edit by specific users. It is also possible to create departmental translation memories that contain specific branding and style conventions based on the intended end use (such as marketing, legal, or HR). This enables an enterprise to unlock only certain blocks within a page (or certain pages) for local offices to edit for their own markets.

Customer Communication ManagementCommunications are personalized on demand. Bills, receipts, documents, digital kiosks, and other items are all getting their content assembled in real-time so that customers aren’t missing critical pieces of information because they have not been translated yet.

Translation Automation vs. Machine TranslationTranslation automation from within the localization system provides OpenText users with an easy-to-use solution for managing multilingual content, language translations, and transla-tion vendors. Translation automation should not be mistaken for machine translation, as they are quite different from each other. Upon completion, machine translations typically require extensive editing. Translation automation, in contrast, creates automated workflows for making the process of human translation and multilingual content management simple, efficient, and cost-effective. Its purpose is to put the right content in front of the right reviewer at the right time.

This is not to say that machine translations cannot be useful in certain situations. Use cases for machine translation typically involve scenarios where time-to-market is more important than accuracy or cases in which a human translation process would be too costly. In these situations, WEM localization solutions can help to make machine translations more effective by providing a glossary of preapproved terms. The machine translator can then better select the best translation option, requiring less manual editing of the machine translated content. By improving the accuracy of machine translations over time, the solutions also increase overall ROI.

WORKFLOW AUTOMATION

Workflow automation is critical to a successful web localization strategy. Without it, organizations must manually exchange translation memories through email or FTP. These manual file exchange processes create a serial queue of translation projects from site to site, resulting in decreased productivity and increased translation costs.

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Taking Global WEM and Localization Further with OpenText and Translations.comOpenText WEM includes features designed to streamline the process of multilingual content creation and localization as well as global website creation, social collaboration, marketing campaign management, and overall digital asset management—all within a unified platform. A true drag-and-drop interface means that marketers and business users are free to develop their own ways of doing business without relying solely on IT development teams.

OpenText WEM and Translations.com’s GlobalLink technologies are integrated so that users can perform multilingual content translation and localization without ever having to leave the OpenText user interface. This is made possible by OpenText WEM technology and Translations.com’s GlobalLink platform, which enables simple integration with localization solutions.

OpenText and Translations.com Integration OverviewLeveraging OpenText WEM, business users can perform a simple configuration that will provide single-click integration with Translations.com’s GlobalLink platform. GlobalLink Project Director, which is the localization workflow engine, integrates with OpenText, providing users with a powerful solution to initiate, automate, control, track, and complete all facets of the translation process. Users never leave the OpenText environment and can send newly created content for translation with a single click. Content is preprocessed against existing, server-based translation memory assets and automatically packaged as vendor-neutral localization kits that can be distributed to any combination of internal or external translation resources. If required, translated content can be validated internally utilizing the GlobalLink Translation and Review Portal, which is a web-based review environment. When the translated content is final and approved, automated calls from OpenText to GlobalLink pull edited translation content back into the OpenText standard workflow for publishing. An addi-tional benefit of this review process is that OpenText becomes a repository containing only approved and final multilingual content, eliminating interim review steps within the system that can introduce errors or inconsistencies.

Workflows are meant to route content through a process, so it makes sense that workflows are the primary extension point for configuring and customizing the translation process. OpenText WEM has the ability to configure separate translation workflows based on different content types. Organizations can have very different workflows for translating video assets as opposed to written content and product information. As with any workflow, translation workflow can be any combination of manual and automatic steps.

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Using the OpenText WEM solution integrated with Translations.com’s GlobalLink platform, companies have the capacity to schedule automatic submission and retrieval of content. They can also cancel translation requests and take advantage of dashboard reporting within the OpenText UI. WEM contains built-in change management and detection on source content. Any change to the translatable fields of the source content triggers an event to update the localized components. An important consideration to remember here is that the Translation Lifecycle Management process is not just a one-time translation; it is a continuous synchronization of source and target content as the source content changes over time. When content is added or changed, GlobalLink’s Project Director receives that content from OpenText (automatically or through manual workflows) and then re-delivers translated content back to the WEM.

OpenText provides end-users with a unique, customized experience by utilizing technologies that involve responsive design and customer experience. OpenText allows organizations to present their customers and clients with multilingual content in an omni-channel manner. Companies can tailor their content to end users across multiple devices and platforms with minimal internal IT involvement.

Combined with the extended localization workflow capabilities of Translations.com’s GlobalLink platform, OpenText gives users a comprehensive solution to manage enterprise content for markets around the globe.

Global Content Management and Localization Made EasyLocalization is critical for any enterprise that seeks to maintain its brand and establish strong customer relationships globally. Most consumers engage with international brands through the web, making localization of website content an absolute business necessity. This is particularly true for product and service companies that sell items that consumers deem to be of high value.

Efforts to improve website localization have often failed because enterprises have neglected the needs of frontline business users. These users need to be empowered with simple, intuitive systems and processes that enable them to perform localization functions with speed and precision. This means having a WEM solution that integrates with the multilingual translation and localization environment. Not only does such integration free users from IT dependence, but it enables them to focus on creating compelling content for markets around the world in a much faster and more cost-effective manner.

WHITE PAPER Multilingual Content Management

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OpenText, together with Translations.com, provides the most streamlined and robust web localization solution on the market today. The standards-based OpenText architecture, combined with the GlobalLink platform and multilingual translation environment, make the website localization process intuitive and easy for business users. And since the joint solution is completely vendor neutral, business users can work with any external LSP they choose and even incorporate existing internal translation teams into the process. This puts the power of content creation and localization in the hands of business and marketing teams to ensure their business strategies are being communicated accurately to their customers.

This localization offering in the context of an overall web experience management strategy is critical for businesses that want to establish a strong global presence, yet drive relevance in local regions and markets. To learn how your organization can quickly and easily maximize its global brand potential and streamline website localization, contact OpenText today.

About Translations.comWith annual revenue of more than $350 million, Translations.com is a leading provider of enterprise localization services and technology solutions. From offices in more than 80 cities on six continents, Translations.com offers a full range of services in 170+ languages to clients worldwide. Translations.com GlobalLink Product Suite is used by more than 2,100 global organizations – including Hilton Worldwide, IKEA, Ralph Lauren, Skype and UPS. Translations.com is part of the TransPerfect family of companies, with global headquarters in New York and regional headquarters in London and Hong Kong. For more information please visit www.translations.com.

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