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Maximizing Reuse in Product

Communications

With a growing product range, expansion into new marketsand an increasing range of communication channels, PhilipsConsumer Electronics was faced with hugely complexmultilingual content management challenges. It hasmade dramatic improvements by fundamentally changingthe business processes and introducing new XML-basedtechnologies. The result is faster time-to-market, improvedquality of communications and significantly reduced costs.

Case Study

Featured Solutions:Terminology ManagementTranslation ManagementPublishing Management

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The Complexity Challenge

Philips Consumer Electronics (PCE) is one of the worlds top three consumer electronics companies, and the largestin Europe. Luuk de Jager, Senior Manager for Global Content Management, was faced with a complex contentmanagement chain involving many isolated processes. Over 9,000 communications were required to source contentfor product catalogues, translation of the same content was happening multiple times and it was taking over 4

months for new content to reach local websites. There were 1,800 different logos and over 50,000 different productspecifications, including over 10,000 different feature descriptions. With a requirement for web content in 19different languages, catalogues in 28 languages and product leaflets in 35 languages, it was clear that a lot of timeand money were being wasted.

Increasing Business Demands

Luuk de Jager also needed to satisfy increasing demands from the business. New products needed to be launchedsimultaneously across all markets for manufacturing, marketing and sales to operate as efficiently as possible. In theworld of consumer electronics, time-to-market can be a key competitive advantage and our existing processes wereintroducing too many delays. Quality and consistency were also suffering, leading to poor communications withconsumers and potentially damaging the Philips brand.

Addressing the increasing complexity and demands from the business needed a fundamentally different approach.

Our goal was to create a transparent and efficient flow of marketing product information with identifiedresponsibilities to make that information available to the relevant people at the right time in the right format,explains de Jager. All assets should be created only once, to be used multiple times. This new global XML initiativeinvolved participation across the whole of PCE. Content management was moved from regional to global scopewith the introduction of a global Content Management System (CMS) of product-related content. New layoutstandards for content were introduced with the aim of providing one face to the customer. New processes forcreating the content were defined and a new automated publishing system implemented. Now 50,000 differenttechnical specifications have been reduced to fewer than 4,000.

Standardizing Translation Processes

In line with these global content initiatives, it was necessary for PCE to provide an efficient, standardized GlobalInformation Management solution. The new translation strategy had to ensure consistent and consumer-acceptablequality levels of localization, while maximizing the efficiency of Global Information Management processes. PCE

had to reduce the time-to-market delays, translation costs and the overhead costs related to the publication ofmultilingual content.

A Truly Global Challenge

SDL teamed up with PCE to design and deploy a truly international Global Information Management platform. Froma completely decentralized and fragmented translation approach, PCE has utilized the SDL technologies, consultingand localization services to create a centralized, cost-effective, fast-turnaround translation delivery solution.

Initially geared at streamlining multilingual translation and web content publication, this Global InformationManagement platform has been extended and tailored to support any type of content, including helpdesk and FAQdatabases, catalogues, user documentation, leaflets, etc. Through a consistent and unified process, the SDL solutionis supporting the localization needs of more than 100 order givers within PCE and Philips Domestic Appliances.

Automating the Translation Process

At the core of the solution is the SDL Translation Management System (SDL TMS), which centralizes and automatesprocesses for the management and deployment of translation memories. Using its unique cascading features, SDLTMS maintains translation memories for each division and content type within Philips while leveraging translationsacross content, division and location.

SDL

TMS

Server

SDL

Translation

Portal

Case Study

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Seamlessly integrated with the Philips CMS, SDL TMS automates allmanagement and administration tasks related to delivering translations.Process automation includes packaging content for translation, routingcontent to SDL, extracting translatable text, applying translationmemories, analyzing translation assets and quoting, distributing content

to translation and review resources, routing translated files to Philipsin-country reviewers, automating the client review process, updatingtranslation memories, converting to original format and routingtranslated content back to Philips content repository.

SDL TMS supports the complete translation review process with PhilipsNational Sales Organizations (NSO) in more than 30 countries. Thissolution provides over 60 Philips reviewers with a consistent, user-friendlyand full-featured environment for the validation of translated content.

With SDL TMS, Philips and SDL have shortened the complete reviewturnaround time, reduced translation costs by more than 30% andreduced the workload involved managing multilingual content by over85%.

Automating the Publishing ProcessPhilips uses XML throughout its content, knowledge, catalogue andtranslation management systems. SDL also developed for Philips anintegrated and automated publishing system, which enables instant, on-demand PDF and PowerPoint publishing from XML source and translatedcontent held within the companys product catalog system. This uniquetechnology provides PCE with a complete, integrated multilingualtranslation and publishing solution.

Delivering Consistent Terminology

The company also turned its attentions to improving the qualityand consistency of translations by managing its terminology. Philips

deployed the SDL online terminology management solution, seamlesslyintegrated with the SDL TMS. By providing access to approved corporateterminology via any web browser, the company has achieved moreconsistency in its branding on a large scale across all its global markets.Further, the terminology management solution has ensured an additional17% savings on translation and review costs.

Next Steps

PCE can now automatically deliver localized product catalogs, withthe web catalog rendered from the standardized source and translatedcontent. Product leaflets can be produced in the local language in PDFform on demand. And there is one online central source for ProductMarketing information that has centrally-managed translation processes

and local validation.

Luuk de Jager is delighted with the success of the content managementinitiatives to date. Our partnership with SDL has enabled us to reducetranslation costs more than 30% and improve time-to-market for ourmultilingual Product Marketing communications. It used to take 4months for new product information to reach local web sites, now itsavailable for publication within weeks.

PCE is not standing still. We are continually looking for new ways tooptimize the whole content management chain, concludes de Jager.We can further increase translation memory leverage by expandingdeployment across more divisions within Philips and we can improvecontent reuse by publishing to additional outputs, such as dealer catalogsand price lists. We have achieved competitive advantage with ourmultilingual content management processes and we intend to sustainthat leadership position.

Challenges Enablesimultaneouslaunchofallproductsacrossallmarkets

Reducetranslationmanagementoverheadandtranslationcosts

Reduce4-monthleadtimeforcontenttoreachtheweb

Improvetime-to-marketforallproduct

communications

Solution Elements CompletelycentralizedGlobalInformationManagementprocesseswithlocalreview

SDLTranslationManagementSystem(SDLTMS),anenterprise-classweb-basedtranslationmanagementsystem

Centralized,web-basedterminologymanagementfromSDL,integratedwithSDLTMS

SDLautomatedXMLpublishingsystem,forinstantcreationofPDFandPowerPointleaflets

WorldwidetranslationservicesfromSDL

Benefits Centralizedtranslationmemoryacross9divisionsgivingmorethan30%reductionintranslationcosts

Centralizedterminologymanagementforimprovedqualityandafurther17%reductionintranslationcosts

Fastertime-to-marketfortranslatedcontent

Oneprocessfor35languagesandmultiplecontenttypesviacustomizableworkflows,

reducingmanagementoverheadby85%

Integratedauthoring,terminology,translationandcontentpublishingsystems

Arepeatable,scalableprocess

Completeandaccuratetranslationmetrics

Unifiedtranslationsubmissionanddeliveryviawebportal

Technology SummaryThe SDL Translation Management System isthe Global Information Management (GIM)application that unifies the translation and

localization supply chain, providing thecollaboration, control, integration and processflow required to prepare content for a globalaudience. By maximizing localized contentreuse and enforcing corporate terminology, SDLTMS dramatically reduces localization costs andimproves localized content quality.

SDLMultiTermenablescompletecontroloveranorganizationsmostimportantassetandcompetitivedifferentiator:itsterminology.Itprovidescentralizedaccesstoapprovedterms,deliveringaccurateandconsistentterminologythroughoutthecreationandtranslationprocesses,enablingfasterglobalmarket

penetration.

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SDL is the leader in Global Information Management (GIM) solutions that

empower organizations to accelerate the delivery of high-quality multilingualcontent to global markets. Its enterprise software and services integrate withexisting business systems to manage the delivery of global information from

authoring to publication and throughout the distributedtranslation supply chain.

Global industry leaders rely on SDL to provide enterprise software or hostedservices for their GIM processes, including ABN-Amro, Best Western, Bosch,

Canon, Chrysler, CNH, Hewlett-Packard, Microsoft, Philips, SAP, Sony,

SUN Microsystems and Virgin Atlantic.

SDL has implemented more than 400 enterprise GIM solutions,has deployed over 150,000 software licenses across the GIM ecosystem

and provides access to on-demand translation portals for 10 millioncustomers per month. Over 1,000 service professionals deliver consulting,

implementation and language services through its globalinfrastructure of more than 50 offices in 30 countries.

For more information, visit www.sdl.com.

Copyright 2007 SDL PLC. All Rights Reserved All company product or service names referenced herein are properties of their respective owners.