Will Burgett, Product Manager, Intel Jessica Roland, Director, International Product Operations and Accessibility, EMC Andrew Thomas, Technology Evangelist, SDL Michael Potts, Director of Professional Services, SDL Language Weaver A use case to share knowledge on enabling a global content value chain with an emphasis on the integration of automated translation technology. The global content value chain defined and proposed by the Gilbane Group involves a strategy for moving multilingual content from creation through consumption according to the needs of its audience. The central premise is that value can be added to the content as it moves through the chain by applying people, process, and technology elements at each phase. Integration of the value components is the foundation to implementing a global content value chain. The panel will discuss and debate the key strategies and investments that must be made to fully enable the global content value chain.

1. TAUS USER CONFERENCE 2010
LANGUAGE BUSINESS INNOVATION
4 – 6 OCTOBER / PORTLAND (OR), USA
TUESDAY 5 OCTOBER / 14.00
STRATEGY AND BEST PRACTICES FOR ENABLING A
GOOD CONTENT VALUE CHAIN
Will Burgett, Intel; Jessica Roland, EMC; Andrew Thomas, SDL;
Michael Potts, SDL Language Weaver

2. TAUS User Conference 2010
Global Content Value Chain and
Translation Automation
Will Burgett, PMP®
Product Manager, Translation Innovation & Services
Intel Corporation
Michael Potts
Director of Professional Services & Customer Support
SDL Language Weaver
Jessica Roland
Director, International Product Operations & Accessibility
EMC Information Intelligence Group
Andrew Thomas
Language Technology Evangelist
SDL

3. Global Content Value Chain
• Value model based on work by The Gilbane Group and
their work with content industries and customers
• A strategy for moving multilingual content from creation
through consumption according to the needs of its
audience.
• Central premise is that value can be added to the
content as it moves through the chain by applying
people, process, and technology elements at each
phase 3

4. Global Content Value Chain
Brand (Web) Content Model
Collaboration
Localize /
Create Manage Publish Consume
Translate
rich
Enrich Optimize
Metrics
In this version of the GCVC Model, Optimize is downstream where content is published and consumed. Web
analytic tools allow the enterprise to measure the effectiveness of content and continuously improve
performance against business goals.
The arrow between Publish and Consume is bidirectional. The trend of social computing represents the flow
of user-generated content into the value chain from the furthest downstream point.
The Manage and Localize / Translate boxes are switched with the standard GCVC model. With Web
content, translation occurs closer to the point of web publication; contrast with product content, where
localization and translation is often close to the authoring process.
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Source: The Gilbane Group “ Multilingual Product Content: Transforming Traditional
Practices into Global Content Value Chains” June 2009

5. What the enterprise client wants
to see in the GCVC
• From an enterprise perspective, how can our content ecosystem of
technology, process, and people be integrated to deliver value at
every point in the chain?
– Content creation and management, translation management, translation memory,
terminology management, machine translation, publication, and ultimately the
consumer’s of our content.
• How does each GCVC component add value to the quality, readability
and usability of machine-translated content?
– Value to the customer
– Value to the enterprise GCVC community (cost reduction, TTM, market reach)
– Value that increases quality in source and target languages
Intel Confidential - Not for External 5
Distribution

6. Global Content Value Chain
A Different Perspective
1. Circular rather than linear cycle
• Focus on the quality at the
source is critical to the overall
success of the content GCVC
• Importance of the “Consume”
to “Create” feedback loop
2. Integration standards
• Integration and friction points
• Standards (metadata, TM
segmentation, locale codes,
etc.)
• Value chain upstream drives
MT quality
3. Consumer generated content
• Clean data and MT
4. Self-service model
• Publisher-consumer hybrid
• Not only customer support,
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but marketing and sales too

7. Value Carries the World of Content!
References
• http://gilbane.com/globali
zation/global-content-
value-chain/
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