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How to communicate with 160 million customers René Petri, Nero AG.
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Transcript of How to communicate with 160 million customers René Petri, Nero AG.
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How to communicate with 160 million customers
René Petri, Nero AG
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Content
• About Nero – Global Presence– Worldwide Market Leader– Our Mission
• Information Development• Translation at Nero• Translation Process 2006• across Introduction• Translation Process with across• Project Management in across• Introduction of Schema ST4• Translation Cost Progression• Summary• Information Development – Next Steps• New Online Help• New Help Center
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About Nero
• Founded in 1995 • Corporate Headquarters: Karlsbad,
Germany• 500+ employees worldwide• Privately held• Install base of over 300 million• Shipping over 50 million units per year• Sales Revenue 2008: Approx. EUR 60M
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• Corporate Headquarters:– Karlsbad, Germany
• Regional Offices:– EMEA, Karlsbad, Germany– AMERICAS, Glendale, California, USA– APAC, Yokohama, Japan
• Development Centers:– Karlsbad, Germany– HangZhou, China
Global Presence
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Karlsbad
Glendale
Hangzhou
Yokohama
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Worldwide Market Leader
• More than 300 million copies of application software sold• More than 50 million people worldwide actively use Nero
products• The nero.com portal receives >120 million unique visits p.a.• More than one million registered users have joined the
MyNero online community• World’s largest mobile and consumer electronics brands
trust Nero for technology leadership and category creation
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Our Mission
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As creators of liquid media technology, Nero’s mission is to enable liquid content creation and distribution anytime, anywhere, and on any device. We provide consumers with the freedom to simply enjoy their music, photos, and videos, regardless of hardware or file format, by taking a unique platform neutral, standards-based approach to solution development.
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Online Help, Manuals, Tutorials, FAQs, How-To
Technical Writing
Source texts, Publication
Translation Management
LSP ManagementTranslation, Terminology
across
SupportReuse of available text and translations
GUI Localization
GUI strings, Web Content, Brochures, Press Releases, Newsletter etc.
Schema
Marketing/Web
API
Information Development
across LSP server
across LSP server
across LSP server
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Translation at Nero
• Facts and Figures– Up to 28 languages– Source langauge: English– Volume: 3 Million words per annum– Projects: Software strings, Web, Manuals,
Marketing– 2 internal Translation Project Managers– 2 Terminologists (1 German, 1 English)
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Translation Process 2006
2006:– Proprietary solution for software strings– Software strings sent to translators in TXT format– Manuals created in Word– Documents sent to translation agency per e-mail– No ownership of translation memory– Terminology maintained in an Excel table - no specified workflow
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Translation Process 2006
Translation
...
Terminology
Translation
Translation
Translation
Transl. Mem.
E-mailenen
dede
enen
dede jpjp enenfrfr cncn
Internal
...
Marketing
Documentation
Web
MLV
External
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across Introduction
Since 2007, Nero has been using across for all translation projects
– Project management can be controlled more efficiently– crossGrid allows the integration of 6 LSPs as apposed to 1 MLV– Internal translators and freelance translators are seamlessly
integrated– Manuals in XML format in Schema - across/Schema interface– Ownership of Translation Memory Database (crossTank)– Ownership of terminology database and internal terminology
maintenance (crossTerm)
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Translation
...
Proofreading
Translation
Proofreading
LSP acrossServer
LSP acrossServer
External
enen enen enen
dede jpjp enenfrfr cncn
Internal
...
Marketing Schema Web
crossTerm
(Terminology)
crossTank(Transl. Mem.)
Nero acrossserver
crossGrid
crossGrid
Translation Process with across
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Project Management in across
• Overview of all tasks and projects• Filtering functionalities• Easy assignment of multiple tasks
at once via the Multi-Assignment Wizard
• Integrated coordination of tasks between freelance translators, internal resources and external LSPs
• Easy delegation of multiple tasks to LSPs
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Introduction of Schema ST4
Since 2008, Nero has been using Schema ST4 as an integrated system environment for end-user documentation
– Reproduction of the technical writing style guide– Reuse of already available text modules– Delta export reduces the translation volume– XML data instead of Word documents - no layout information in the
translation process– Performance-capable across/Schema interface
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• Effective improvement in efficiency– Structured language format allows for a high amount of reuse and
improved translation quality– Delta export in Schema ST4 filters existing translations modules– 50% reduction in manual translation costs
Integrated System Environment for End-User Documentation
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Schema Workflow
Schema ST4
across LSP servermit across
across LSP servermit across
Publications
Manuals
Online Help
Tutorials
FAQ/How to
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Standard Answer Texts
MarketingMaterial
Source Texts
Web-Content
Content for Support Web
Newsletter
across
Terminology
API
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CMSSchema
TMSacross
API
Reuse
across LSP server
ReducingTranslation Volume
NewManual
Delta-Export
NewManual Pre-Translation
NewManual
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Cost Overview 2006 - 2008
Actual Cost Development
2006:1.05 Mill.
Volume Increase:approx. 33%
2008:0.68 Mill.
2006:1.05 Mill.
Volume Increase:approx. 33%
2008:1.5 Mill.
approx. - 55%!
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Translation Cost Progression
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Summary
• Development of a system of rules for technical writing (Style Guide) and for translation (Translation Guidelines)• Standardization of text, formulation archetypes and targeted reuse of text modules
has been decisive in reducing translation costs
• Meticulous selection and customization of a new tool• Precise requirements, detailed specifications, comprehensive reproduction of the
specifications
• Detailed adjustment of CMS to the TMS• This is the only way both tools can support each other's strengths
• Introduction and acceptance of a new tool• Comprehensive user training, intense and fast support
• Maintenance should not be underestimated• Continual improvement and development is mandatory for constant efficiency
Integrated Content Management and Translation Memory Systems are the foundation of efficient documentation. The quality depends of the amount of preparation.
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• Integration of End-User Support in Schema Workflow– Access to text modules already used in the documentation– More efficient update procedure– Unification of customer communication– Synergy between Documentation and Support
• Integration of Marketing in Schema/across Workflow– Improvement in terminology management– Access to available texts and translations (Copyright, Legal Texts)
Information Development -Next Steps
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Online Help, Manuals, Tutorials, FAQs, How-To, text modules, Support, Web...
Technical Writing
Source texts, Publication
Translation Management
LSP ManagementTranslation, Terminology
across
Support
Source text,Publications
GUI strings, Web content, brochures,press releases, Newsletter etc.
Marketing/Web
across LSP server
across LSP server
across LSP server
Schema
LocalizationGUI
API
Information DevelopmentNext Steps
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New Online Help
Introducing a new online help concept based on Adobe Air
The new online help concept will provide:
• Interactivity with the user • Push marketing opportunities • Very catchy and modern look & feel • Based on barrier-free browser technology• Possibility to include/play back liquid media files• Easy to maintain/update/upgrade• Enhanced help value -> premium product
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New Online Help
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New Help Center
Offering a Help Center that both values the customers and meets the requirements of documentation, support, and marketing
The goals are to:
• Increase quality and usability
• Provide better and faster help
• Increase user acceptance
• Establish comprehensive product help as a free, additional, and premium value
• Provide self service features to offer fast help and partly disburden the User Support
• Embed the users into product creation
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Thank Youfor your attention!