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

1. 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

2. 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

3. 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.

4. 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?

5. BENEFITS OF CLOUD COMPUTING
• Anywhere, anytime, on any device
• Near zero implementation cost
• Near zero IT involvement
• Multi-tenant benefits
• Instant provisioning
• Low TCO

6. THE HUMAN FACTOR

7. 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

8. 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

9. 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

10. 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

11. 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

12. $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

13. FRAMEWORK FOR FUNDING TRANSLATIONS
ORG-WIDE
Content Type Items
(examples)
Owner % budget
allocation
Technical Manuals
Protocols
Product Information
Product
Management
30
Core Marketing Brochures
Web Marketing
Content
Global Marketing 30
General
Marketing
Promotions
Banners
Locally created
content
Regional Marketing 20
Core Web Navigation
Labels/Buttons
Error Messaging
eBusiness 20

14. ESTABLISH CROSS FUNCTIONAL LEADERSHIP
GROUP
Globalization
Steering
Committee
Executive
Sponsor
Regional
Marketing
Global
Marketing
eBusiness
LegalHR
Product
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

15. 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’

16. Constantly
measure
project KPIs
CLOUDWORDS PROCESS @ LIFE
Cloudwords
Web
(CMS)
Translation
Agencies
(market place)
1
2
3
Other LT org functions

17. 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

18. 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

19. 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.

20. 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

21. Thank you.
Michael Meinhardt | Founder, CEO
415.394.8003
Michael@cloudwords.com
@cloudwordsinc | www.cloudwords.com
Blair Hardie | Sr. Product Manager, eBusiness
blair.hardie@lifetech.com