In Innovation Ines Rubio (Global Translation Sr. Manager) Giorgio - - PowerPoint PPT Presentation

In Innovation

Ines Rubio (Global Translation Sr. Manager) Giorgio Mattiuzzo (Translation PM)

Who We Are

+10 years experience in Localization Worked extensively in the video game industry, both at developer & LSPs Currently Global Translation Operations for National Instruments, testing and measurements Partnering with Cristina due to shared passion for new technology

Our Take on Innovation

• 1. Why Innovating in Gaming Localization?
• 2. Can Localization be a Competitive Advantage for Companies?

1. Times When Localization Was Key to Industry Changes 2. How it Continues to Influence the Value Chain

• 3. Case Study – National Instruments
• 4. Technical Innovation – Assistance, Automation & AI
• 5. Changes Implemented, Consequences & Results
• 6. Takeaways

Why Innovating in Gaming Localization?

UNLESS YOU WORK FOR A LSP, LOCALIZATION IS NOT THE MAIN ACTIVITY OF YOUR COMPANY GAME LOCALIZATION = VALUABLE AFFECTS DIRECTLY THE CUSTOMER’S EXPERIENCE INFLUENCES FUTURE DECISIONS

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

Can Localization be a Competitive Advantage?

YES NO

competitive parity

Video Game Localization VRIO analysis

Easily Supporting Daily Business

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

Can Localization be a Competitive Advantage?

YES YES

• Temp. Competitive Advantage

Video Game Localization VRIO analysis

Supporting Business Innovation!

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

Times When Localization Was Key…

Localization has historically supported some of the most disruptive innovations in the gaming industry…

• Global expansion of North American game developers (80s)
• Global Sim-ship by shortening localization times with CAT tools (90s)

Today, e-commerce fight to reach clients faster with translated up to date product catalogue (Booking, Amazon…)

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

Localization and Value Chain

The Most Common Value Chains of Video Game Industry (EGDF, 2011) 2015

Publisher / Distributor Added Value

• Distribution Channel
• Sales and Marketing
• Localization

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

NI Marketing Translation – A Case Study

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

Localization - Assistance, Automation & AI

Assistance

(tools to assist decision making for translators) CAT environment Terminology Bases Translation Memory Machine Translation

Automation

(hardware or software operations w/o human intervention. Works

• n [if… then] principle)

TMS Integrations PM workflows Quality Assurance

Artificial Intelligence

(mimics human behavior, takes decisions autonomously) Machine Translation engine training

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

What Changed

In 2018 our focus was on introducing technology and innovation We took 3 major steps:

• 1. New TMS = MT capability + integration with NI’s systems + high

level of automation and assistance

• 2. Machine Translation for our online product catalog
• 3. Redefinition of roles and responsibilities of in-house team

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

What Happened

Project Managers:

➢ Drastic reduction of overhead ➢ Must be able to drive and define automation

Translators:

➢ Increase of intellectual effort ➢ Need to add value to their role

Management

➢ Leadership understood the need for budget and resources ➢ Might see MT as a replacement of translators

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

What Did We Achieve

• +37% output
• Reduced fix costs by 1/3
• Increased customer satisfaction by 99 NPS points
• Increased on-time delivery from 40% to 90% average
• Decreased cost per word by 0.05 cents

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

What Did We Learn

Impact on the team

• MT is the new CAT
• New requirements: ability to interact with machines and/or understanding of quality management
• Optimal change management is necessary
• Be ready for turn over and have a plan B in place

Manage Up

• Make sure the company’s leadership is aware of the added value of the in-house team beyond performing

translation tasks

Stakeholders

• Evangelize; listen; understand their expectations
• Run satisfaction surveys periodically
• Provide clarity on your delivery capacity and other SLA

Cherish industry contacts and networking

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

Takeaways

Understand Why Innovation is Important Transmit to Teams – Make them aware! Understand How Localization is Key in Gaming Localization Transmit to Teams – Make them proud! Don’t Underestimate the Consequences of Innovation Nurture Teams, Manage Up & Stakeholders

Why Innovate Competitive Advantage Localization Was Key Case Study - What Case Study – Results Case Study - Learnings

Thank you!