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On the edge — walking the tightrope

Who we are

Alison

– Enterprise Translation Management Architecture – Translation management tools and processes – Terminology management and global brand – Internationalization of content – Content creation best practices

Venugopal

– Enterprise Transformation – Global Translation Program – Intra-HP Cross organizational partnership – Suppliers – Joint work with Alison’s Globalization team on People, Process and Technology 2 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Agenda

• Scale • Approach • Challenges • Progress and success • What’s next?

HP’s scale

Immense Breadth and Depth

What is your mountain peak?

How many words a year do you translate?

How many content types?

How many products and services? SKUs?

What would make you think twice?

HP is more than you may think

We are not just printers… … or PCs… … or printer ink.

We are the computer systems who run your telephone network Or the systems behind your government Or the IT infrastructure for your bank Or the printing of the billboards you saw on your way here All over the world 6 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Scale —pushing the limits

> 300,000 employees +/- $130 billion revenues 170 countries > 60 languages + country localization > 70,000 SKUs > 300 million words translated/year Global launches, global information Consumer, SMB, Enterprise Print, web, social and mobile and everything else 7 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

On the edge? Fall or jump!

Several years ago, all HP translations were done by different small teams, all over the company, with a multitude of translation suppliers and no sharing of assets.

We were swamped by rapid growth in translation requirements, new services driving need for global deployment of content simultaneously, little knowledge of translation automation tools — not even translation memory —and little expertise in enterprise translation management.

We could have failed, slowly but surely, overwhelmed by an ocean of translation Instead, we jumped, feet first!

HP’s Enterprise Translation Management Architecture started its life as a bold project, albeit with risk, with emerging technology, delivering to new, important customer markets.

Our approach

… it worked for us

ETMA HISTORY

1 T&L anarchy 2 Early ETMA 3 EC support 4 ETMA rules!

No central TM management, no approved supplier list, and translations of same content done over and over and over again, with inconsistent terms 1999: Began enterprise translation management. Early 2000’s: benefits and usage spread gradually within HP, and HP recognized 2008/9: Demonstrated business case for use across HP; Partnership between HP Transformation team & Fast Adoption Curve; All HP translations must be processed through ETMA. Huge centralized TM repository enables quality MT service. Rapid growth!

Today

ETMA tools and processes are used for all HP translations, and all HP translation suppliers are users of ETMA.

HP Translation program includes: • Centralized management and sharing of translation memories • Global terminology management • Integration of translation and content management systems • Streamlined and simplified Approved Supply base for translation services • HP-trained statistical machine translation engines • Central shared service team for expertise in global business processes, content internationalization, and global content management.

The opportunity —what we did

• HP Transformation program linkage – Office documents and print process – Marketing process – Product supply chain processes – Corporate functions’ processes • Business cases for each of the above for all of HP – Identifying specific initiatives/segment for execution – Identifying Translation as a common work stream across multiple program initiatives • Executive Council and CEO sponsorship • Governance structure 12 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

The opportunity —what we did (continued)

• “Translation Transformation” • Combined expertise on Enterprise Translation Management and Global Procurement • HP Translation Policy • Change management • Executive mandate as needed • Rigorous measurement of savings • Quarterly review and reporting of results • Constant review of new and growth opportunities 13 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Our business case

Expected Translated Word Volume (Millions) Proposed adoption Centralized volume growth Savings Opportunity Summary Accelerated adoption of centralized translation system will save $XXM per year by end of FY’XX Projected HP Cost Reduction ($ M)

Total: $$$$

Cost Avoidance Cost Reduction Projected HP Translation Spend ($ M) Projected spend at current rate Projected Cost Savings Projected Cost Savings by Business Organization ($ M) 15% Organization 1--$$$ 37% Organization 2--$$$ 25% Projected spend at proposed adoption rate 18% 5% Organization 3--$$$ Organization 4--$$$ Organization 5 --$$$

Challenges

….Too many

Managing change

• One of the most challenging tasks is the management of change • People don’t like change – Peoples’ roles and responsibilities will probably change – They may be concerned about losing control or ownership of processes or budget – They may be afraid of losing their jobs – They may feel that their skills are no longer valued – They may feel that they can no longer be creative – They may not believe you!

• This month’s challenge: MT post-editing – Some translators really don’t like it • Remember 10 or so years ago? Folks didn’t like TM 16 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HP Translation Program partnership Global procurement

Manage supply chain Routing of translation purchases

Digital Strategy G11N

Globalization consulting ETMA management Setup and training of suppliers Analysis and setup of new business 17

HP Transformation Program

Measured savings Efficient processes PMO Linkage Stakeholder

ETMA

ETMA Infrastructure IT processes

HP IT

More with less —constant challenge You know the story

More information More content More languages More authors More products More acquisitions More suppliers Lower budgets Less time Fewer editors Fewer in-house technical authors 18 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Progress and success

How are we doing?

Solution

Content owners

BG & Region PSG APJ

Product Data Management

Structured Content

IPG NA

Unstructured Content

EB EMEA

Offering Management

Content Creators

Tools & Process Business Rules Policies & Standards Operational Execution

Content users

eBusiness Pricing OM/Config Sales Mktg./Marcom Finance Supply Chain Partners Customer

Hills climbed and rivers crossed

• Increased our WW Central ETMA throughput from 100M to >300M words/year • Most high-volume and medium-volume programs on board • Global Supply Base in place – Further optimization by Q4 2011 • Customized HP statistical MT engines in place • Machine Translation adoption started • Central ETMA technology in place, and continues to be improved.

TM-only translation process

ETMA translation memory matching plus translation Supplier or CMS uploads content files to ETMA ETMA identifies matches, terminology and “new words” Breakdown New words 95% - 99% 85% - 94% 75% - 84% Translator reviews matches and translates new words 22 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

DTP Linguistic Review Engineering hours ICR Project Mgmt Supplier provides other project services Supplier delivers perfectly translated content

TM+MT translation process

Translation memory matching plus machine translation service plus review Supplier or CMS uploads content to ETMA ETMA identifies matches, terminology and “new words”

MT engine MT engine MT engine MT engine

“New words” go through machine Breakdown Zero new words 95% - 99% 85% - 94% 75% - 84% Translator reviews matches and machine translation DTP Linguistic Review Engineering hours ICR Project Mgmt Supplier delivers perfectly translated content Supplier provides other project services 23

TM+MT only

Translation memory matching plus machine translation only

MT engine MT engine MT engine

Supplier or CMS uploads content to ETMA

MT engine

ETMA identifies matches, terminology and “new words” “New words” go through machine Content delivered directly back to HP. Content will not be perfect, but will be high-quality, low-cost translation 24

Content types for MT —common language

HP Globalization Team Supplier HP Transformation Program Team Basis: style and grammatical structure

: Structured and Semi-structured content (example product data sheets)

UDC

: Unstructured descriptive content (example Marketing campaign)

: Technical step by step content (example professionally written support knowledge)

USM

: Unstructured social media content, customer feedback, (not written by professional authors)

S/UI

: Software strings and user interface strings

If we wait for Perfect, we will never get anywhere. We advance a step at a time, and learn along the way.

How HP does it

1 CMS 2 ETMA 3 Translator 4 CMS/Publish CMS user knows that customers need their own language, and triggers a translation job ETMA receives the translation job, matches the source content against translation 27 terminology Translator works on the job, reusing existing translation and applying HP’s preferred Translations are stored back in ETMA TM and automatically sent back to the CMS to publish

On the edge of reason Or, what we cannot/must not do

• Risk NPIs (New Product Introductions) • Slow down translation processes • Introduce inconsistencies • Divert resources from organizations who are focused on products and services • Dictate how, what, or where, HP provides local-language content 28 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

And we still have nightmares

3/3/0 6720s Warranty/3Y GblNextDy HE-NB/3ywty HWSup / CPd 3Y 4h 24x7 HE Wkst HW Supp 3y NxtBsDyOnsteTPC

What’s next?

Metrics Paradigm shift • Cost-per-word is the traditional metric for T&L cost and savings

– Localization is usually considered an expense, not a differentiator – Alone, reducing cost-per-word is unlikely to attract Executive interest

• Change focus to “what opportunities are we missing?”

– How can localization lead to increased revenues?

– What cost savings are we missing?

– What could we be consolidating?

– How are globalization costs tied to revenues?

– Could our customers be happier?

• Measure, measure, measure

Potential savings and benefits

Direct

• Re-use of content and translations • Reduced duplication of work • Less “human” time • Simplified project management • Consistency across lifecycle

Indirect

– Better positioning of products in global market – Content, products and services that feel local to the customer —improved brand loyalty – Faster time-to-market/time-to-value – More consistent global brand – Easier “self-solve” for support – Beating competition to market with important information 32 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Helping partners to communicate their success

$0.16

Fis cal 2005 Monthly Cost Per Word & Annual Averages Fis cal 2006

$0.14

$0.12

$0.11

$0.10

$0.08

$0.07

$0.08

2005 Avg. Cos t/Word = .08

$0.06

$0.08

$0.05

$0.14

$0.04

$0.03

$0.07

$0.08

$0.06

$0.05

$0.04

2006 Avg. Cos t/Word = .05

$0.09

$0.05

Provide programs with regular reviews of progress

$0.04

$0.06

$0.03

$0.05

$0.02

$ 33 11 /2 00 4 12 /2 00 4 1/ 20 05 2/ 20 05 3/ 20 05 4/ 20 05 7/ 20 05 5/ 20 05 6/ 20 05 8/ 20 05 9/ 20 05 11 /2 00 5

Month

5/ 20 06 6/ 20 06 7/ 20 06 8/ 20 06 9/ 20 06

Keys for success

• Everyone wins – It’s not just the central service who reports success – Provide the users of the central services with data and reports so that they can demonstrate their own achievements • Sometimes you need a mandate – You can’t expect individual teams to see or generate the benefits for entire company • You need a global vision and the means to carry it out – Executive sponsorship is essential – Partnership is vital 34 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

What’s next for us?

• Globalization strategy – Use the knowledge we have gained strategically • Greater use of machine translation – For efficiency – To reach more customers in their own language – Instant if needed • Better processes – We know we may not reach perfection, but we listen, work hard, and try to improve every day • More pictures and sound, fewer words – Multimedia is global • Whatever we need to do as HP continues to grow globally – … and have fun doing it 35 © Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Presentation title goes here

Transcript Presentation title goes here

On the edge — walking the tightrope

Who we are

Alison

Venugopal

Agenda

HP’s scale

Immense Breadth and Depth

What is your mountain peak?

HP is more than you may think

Scale —pushing the limits

On the edge? Fall or jump!

Our approach

… it worked for us

ETMA HISTORY

Today

The opportunity —what we did

The opportunity —what we did (continued)

Our business case

Challenges

….Too many

Managing change

HP Translation Program partnership Global procurement

Digital Strategy G11N

HP Transformation Program

ETMA

HP IT

More with less —constant challenge You know the story

Progress and success

How are we doing?

Solution

Content owners

Content users

Hills climbed and rivers crossed

TM-only translation process

TM+MT translation process

TM+MT only

Content types for MT —common language

If we wait for Perfect, we will never get anywhere. We advance a step at a time, and learn along the way.

How HP does it

On the edge of reason Or, what we cannot/must not do

And we still have nightmares

3/3/0 6720s Warranty/3Y GblNextDy HE-NB/3ywty HWSup / CPd 3Y 4h 24x7 HE Wkst HW Supp 3y NxtBsDyOnsteTPC

What’s next?

Metrics Paradigm shift • Cost-per-word is the traditional metric for T&L cost and savings

• Change focus to “what opportunities are we missing?”

• Measure, measure, measure

Potential savings and benefits

Direct

Indirect

Helping partners to communicate their success

Provide programs with regular reviews of progress

Keys for success

What’s next for us?

Thank you!

Any questions?

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