re-defining localization at yahoo! as a corporate strategic growth driver salvo giammarresi, ph.d....
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Re-defining Localization at Yahoo! as a corporate strategic growth driver
Salvo Giammarresi, Ph.D.
Senior Director of Localization
[email protected] 11, 2011
A great global Internet brand
Yahoo! attracts more than 680 million unique visitors a month, reaching 50% of the global online population and accounting for 5% of all time spent online globally.
Source: comScore Media Metrix, Worldwide, March 2011
Salvatore Giammarresi @ Localization World Santa Clara 2011
No. 1 Mail service in the US
Source: comScore Media Metrix, U.S., March 2011
Salvatore Giammarresi @ Localization World Santa Clara 2011
No. 1 Instant Messenger in the US
Source: comScore Media Metrix, U.S., March 2011
Salvatore Giammarresi @ Localization World Santa Clara 2011
Salvatore Giammarresi @ Localization World Santa Clara 2011
You get the pattern…
How can localization help drive growth?
Salvatore Giammarresi @ Localization World Santa Clara 2011
The prelude: a huge opportunity
Localization teams fragmented, ad-hoc No standard localization processes No real central vendor management No quality success criteria or KPIs set No central financial oversight
Operationally: Not scalable, not efficient
Strategically: Localization often was an after-thought
Financially: No central budget & oversight
Salvatore Giammarresi @ Localization World Santa Clara 2011
The goal
Centralized and strategic localization team Standard localization processes Central vendor management Quality success criteria and KPIs Central financial oversight
Operationally: Scalable, efficient
Strategically: Localization as a fore-thought
Financially: Central budget & oversightSalvatore Giammarresi @ Localization World Santa Clara 2011
The plan – phase I
Raise executive awarenessof the power of localization
Set a corporate goal: enable all our products to be localizable and get more products in more locales
Centralize all localization teams and budgets
Salvatore Giammarresi @ Localization World Santa Clara 2011
The plan – phase II
Standardize on a scalable localization process
Re-define the role of the Localization Project Managers
Re-define the interaction between the Localization team and other functional teams
Salvatore Giammarresi @ Localization World Santa Clara 2011
The plan – phase III
Establish KPIs & success criteria
Re-confirm & deepen the partnerships with our LSPs
Standardize on one localization platform
Create a scalable, automated and continuous localization engine with very few friction points
Salvatore Giammarresi @ Localization World Santa Clara 2011
Localization at Yahoo Yesterday
Budgeting
Processing
Workflow
LSP
L10n PM
Tool 1
Budgeting
Processing
Workflow
LSP
L10n PM
Tool 2
Budgeting
Processing
Workflow
LSP
L10n PM
Tool 4
Budgeting
Processing
Workflow
LSP
L10n PM
Tool 3
Budgeting
Processing
Workflow
LSP
L10n PM
Tool 5
Budgeting
Processing
Workflow
LSP
L10n PM
Tool 6
Product 1 Product 2 Product 4 Product 5 Product 6
Salvatore Giammarresi @ Localization World Santa Clara 2011
Product 3
LSPs Crowdsourcing
Global Live Products
Localization at Yahoo Tomorrow
Salvatore Giammarresi @ Localization World Santa Clara 2011
Product 1 Product 2 Product 4 Product 5 Product 6
Workflow ManagementL10n Project Management
Terminology Style GuidesMetrics&KPIs
Machine TranslationL10n QA
I18n QA
Product 3
Global Live Products
Localization at Yahoo Tomorrow
Salvatore Giammarresi @ Localization World Santa Clara 2011
Product 1 Product 2 Product 4 Product 5 Product 6
C o n t i n u o u s L o c a l i z a t i o n w o r k f l o w
Product 3
Today Localization is a corporate priority
Yahoo’s visionTo deliver your world, your way
One of 2011 strategic priorities: Modernize, Globalize and Localize our platforms and products
Salvatore Giammarresi @ Localization World Santa Clara 2011
Future
What is the next evolution of our localization team?
Salvatore Giammarresi @ Localization World Santa Clara 2011
Final thoughts Localization teams play a huge role in a company’s
success When operating horizontally in a centralized fashion,
localization teams have a unique perspective on what and how to optimize across many teams
Localization teams can be catalysts for change within organizations
Very few teams have the end to end perspective that localization teams have
It’s harder to affect larger organizational changes if you first have not optimized your localization eco-system
Salvatore Giammarresi @ Localization World Santa Clara 2011
Thank you!
Localization World Santa Clara 2011
Salvo Giammarresi, Ph.D.
Senior Director of Localization