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Innovate or Die! A journey with Life Technologies to innovate, optimize & reduce inefficiency Presented By Michael Meinhardt, CEO of Cloudwords Blair Hardie, Sr. Product Manager, eBusiness, Life Technologies

Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

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Presentation given by Michael Meinhardt, Cloudwords and Blair Hardie, Life Technologies during Localization World London in June 2013.

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Page 1: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

Innovate or Die!

A journey with Life Technologies to innovate, optimize & reduce inefficiency

Presented By

Michael Meinhardt, CEO of Cloudwords

Blair Hardie, Sr. Product Manager, eBusiness, Life Technologies

Page 2: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

1980 – 1990s: Translators embrace technology and a new industry is born. Translation Memory!

1998 – 2003: Venture Capital invests over $150 million USD. Trados, Idiom and Globalsight – good ideas, but challenging development and business models

2004 – 2009: Translation vendors invest in homegrown HTML portals to optimize their processes with their customers – 1 to 1 relationship

2010 – 2013: Cloud technology begins to make an entrance across MT, Linguistic technology and Business Process technology – 1 to many relationship

TECHNOLOGY INNOVATION ACCELERATES

Page 3: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

CURRENT STATE OF THE WORLD

• 2010 – 2013: Cloud technology is making an entrance across MT, Linguistic technology and Business Process technology.

• Agile methodology allows innovation to increase exponentially.

• Consumerization of Business Applications• Providers optimize for speed, transparency

and accountability. • Trust is gained throughout the global

supply chain.

Page 4: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

RETURN ON INVESTMENT?

• What are you measuring – global

revenue, project cycle times?

• What’s your benchmark and goal?

• How is your translation process

improving?

• Where’s the data?

Page 5: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

BENEFITS OF CLOUD COMPUTING

• Anywhere, anytime, on any device

• Near zero implementation cost

• Near zero IT involvement

• Multi-tenant benefits

• Instant provisioning

• Low TCO

Page 6: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

THE HUMAN FACTOR

Page 7: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

INTEGRATION AND AUTOMATION

• AUTOMATE!

• Expose APIs to create a seamless flow of data

• Connect CMS, Source Control, etc.

• Let customer or 3rd party developers enhance your solution

Page 8: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

CLOUD INNOVATION CONTINUES

Blair Hardie, Sr Product Manager, eBusiness

Life Technologies is a global biotechnology company providing innovative products and services in the fields of scientific research, genetic analysis and applied sciences. • Approx. $4 billion revenue• 50,000+ Products• 180 Countries

Page 9: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

WHAT PROBLEMS TO SOLVE?

• Strategic Issues– No clear ownership– Lack of strategy and over-arching process– Poor clarity on translation spend and ownership of budget– Questions regarding true value of translation

• Technology Issues– Multiple systems in place not designed or optimized for translation process– Slow and cumbersome process not meeting the needs of the local teams– Local Teams and Vendors working around the process to complete work– Limited flexibility for vendors to utilize their own standard translation software

Page 10: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

HOW TO SOLVE THE ISSUES?

• Strategic Requirements– Clearly define translation strategy– Create framework and cross-functional governance team for ongoing strategy– Define how translations are funded - Invest in resources and allocate funds– Publish policies on managing translation– Define a core set of KPIs to measure success

• Technology Requirements– Standardize and simplify the content management process and workflow– Enable local content authors with direct control over translated content– Support a multi-translation vendor model– Improve search integration– Leverage our existing translations to drive down cost

Page 11: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

Establishing the facts• Survey internal and external stakeholders

– Customer Insights/Usability studies• Research, A/B Test – obtain data• Attend LocWorld! Gain knowledge

Building the case• Competitive Reasons

– Web: translation drives better engagement – Translated documents required for tenders in

certain countries• Technology Reasons

– Website must be developed to allow region-specific elements

– Translation will influence conversion and search

START WITH WHAT YOU KNOW – AND PROVE IT

Page 12: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

$500k-1M+

$50K$100K

$250K

DEVELOP A FRAMEWORK – TELL THE STORY

80K p.a.+

3 FTE+

QC

Premium - Commerce- (More) Product Info- (More) Marketing

Enhanced Basic - Commerce- Product Info- Marketing

Basic - Commerce

Run Rate

Initial set up

Ultimate - Full site

200K p.a.+

4+ FTE+

QC

20K p.a.+

1 FTE+

QC

40K p.a.+

2 FTE+

QC

No translation

Potential models & cost for translation

Page 13: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

FRAMEWORK FOR FUNDING TRANSLATIONS ORG-WIDE

Content Type Items (examples)

Owner % budget allocation

Technical ManualsProtocolsProduct Information

Product Management

30

Core Marketing BrochuresWeb Marketing Content

Global Marketing 30

General Marketing

PromotionsBannersLocally created content

Regional Marketing 20

Core Web NavigationLabels/ButtonsError Messaging

eBusiness 20

Page 14: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

ESTABLISH CROSS FUNCTIONAL LEADERSHIP GROUP

Globalization Steerin

g Commit

tee

Executive

Sponsor Regional Marketin

g

Global Marketin

g

eBusiness

LegalHRProduct Mgmt

Regulatory

R&D / Product Design

•Determines markets and languages based on available data– Feasibility Analysis – Customer need–Market differentiation– Opportunity for growth

• Consideration and understanding of regulated requirements• Defines translation policies across all

channels

Page 15: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

TRANSLATION FEASIBILITY ANALYSIS

• Regulatory/compliance• Strategy• ROI/Market Size/Opportunity/Business case• Resource availability• Content readiness/amount of content• Translation delivery timeframe• Vendor expertise• Cultural considerations

‘What, where, why, when, how’

Page 16: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

Constantly measure

project KPIs

CLOUDWORDS PROCESS @ LIFE

Cloudwords

Web(CMS)

TranslationAgencies

(market place)

1

2

3

connector

manual entry

Other LT org functions

Page 17: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

MEASURING ROI – DEFINE A BASELINE

Both qualitative and quantitative• Revenue • Traffic analytics – new/repeat visitors, time spent

on site, bounce rates• New registrations • Support tickets • Customer feedback – monitor for negative and

positive commentary, both on site and off (social media)

Project Specific• Translation spend• TM Utilization

Source: globalsitesecrets.com

Page 18: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

SUMMARY

• Start with what you know, and become an advocate for it

• Research, test, gain insights. Identify (justify) needs

• Define policies, procedures, frameworks, KPIs– Remember someone has to pay for

translation• Invest in technology to support

your needs/requirements• Gain Exec level support

Page 19: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

THE FUTURE

• 2013 – 2030: Companies will begin to truly utilize technology that delivers ROI “now”, not in 5 years – love the Cloud philosophy! The world will continue to evolve and companies will continue to bring innovative strategy and technology to market.

Here is a glimpse into the not so distant future: • There will be zero communication barriers, regardless of language.

– My 3 year-old will be connecting with China, speaking English, while they are speaking Chinese.

• Global citizens anywhere in the world will be able to have access to the same literature, books and texts – in any language, from any device, anytime.

Page 20: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

MASSIVE OPPORTUNITIES

• Global Collaboration and Communication will solve the world’s biggest challenges:

– Cancer will be solved by a cross collaboration between countries– Dimension/Alzheimer’s will be solved by global research– AIDs/HIV will be solved by improved education and communication– Stem cell research will be improved dramatically by cross regional teams– Hunger and the right to fresh water will be solved by better education

Page 21: Innovate or Die!: A journey with Life Technologies to innovate, optimize & reduce inefficiency

Thank you.Michael Meinhardt | Founder, [email protected]

@cloudwordsinc | www.cloudwords.com

Blair Hardie | Sr. Product Manager, [email protected]