The Future of Language Technology: Evaluating a Multivendor Strategy


2020-09-15 15:00 lionbridge


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This is the first part in The Future of Language Technology Series, which explores the changes of language delivery as a result of technological developments.    Remember when we relied on overly manual processes to execute our translations? This obsolete practice is a testament to the speed at which the language industry is moving and why it’s important to take a step back every so often to reassess your language strategy. Can you imagine yourself using old localization practices at a time when we are flooded with content? We consume, create and transform more content now than ever before. Sure, it’s hard to pause when you’re moving at the speed of light. But it may be well worth your time and effort to plan for the future.  In the COVID-19 world, companies are accelerating their digital transformation and challenging the way they think about localization and content. Their mindset is shifting. They are thinking about the content lifecycle, the ROI on content and the content time to market, which moves the focus from process to outcomes. This is prompting companies to consider different approaches to their localization programs and to question their multivendor strategies.  What Is a Multivendor Strategy and Why Is It Used?  A multivendor strategy occurs when a company utilizes multiple Language Service Providers (LSPs) to provide localization services. Companies typically go this route when they want to reduce risk to their localization programs. They’ll often rely on three, four or more vendors to localize their content. They might choose to diversify their vendors based on languages, regions or the of type of content that is being localized.   A multivendor approach dates back in time to when localization projects were large and the connectivity between content management systems and localization systems was poor. It was used to reduce the risk of delays in getting content to target markets. Over the last decade, the role of content has changed considerably as the digital economy has made content a crucial part of marketing. The way companies manage content has fundamentally changed as well. Together, these things have impacted the way we think about content lifecycles. Advancements have reduced the complexity associated with the localization process. Many content management systems have added native support for media-rich content types and because they are now more sophisticated and offer solutions to manage the full content lifecycle, they are reducing the need for a multivendor strategy in certain cases. What Are the Advantages of a Multivendor Approach? Companies use a multivendor approach because it allows them to achieve a variety of goals, and they can: Reduce risk by diversification–Diversifying the content localization spend across multiple LSPs or translation agencies helps companies better deal with a peak demand for translation and localization services across multiple local marketing teams. Better leverage the local expertise of smaller companies–By embracing a multivendor strategy, companies leverage the local expertise of single language vendors that are in market. They do this to achieve high quality, authentic translations. Gain cost efficiencies–Going multivendor helps companies keep multiple suppliers in check. It also dynamically allocates work across different vendor services to achieve cost efficiencies across content types and languages.  What Are the Disadvantages of a Multivendor Strategy? Administering a multivendor strategy is costly and often results in a major financial investment. Companies tend to purchase expensive software to help them manage vendors. They must then devote internal resources to operate and maintain what’s called a Translation Management System (TMS).  We estimate that most of the companies pursuing a multivendor strategy devote as much as 20% of their localization budget to maintain their multivendor strategy. Management and associated technology costs can add up to hundreds of thousands of dollars.  Who Should and Should Not Embrace a Multivendor Strategy?  A multivendor strategy is suitable for a large localization program where scale can overwhelm agencies or mid-sized LSPs. Generally, a multivendor strategy is not advised for companies with tight localization budgets. That’s because the total overhead cost that is required to manage multiple vendors would eat into their overall localization spend. As a result, they would have fewer resources to devote to localization, which would ultimately reduce the impact their content is making in their target markets. When Is It Best To Partner With a Single LSP?  You don’t need to have a multivendor strategy to achieve high quality localizations in a timely manner. For many companies, it’s more advantageous to work with a single LSP. Partnering with a single LSP for your localization programs is a good choice if you want a strong localization partner to handle all the complexity for you. A single LSP can achieve economies of scale and significantly reduce the amount of overhead involved in managing multiple partners. Whatever your choice may be, consider looking at your return on investment on any technology you would need to implement in order to execute your translations and compare it to your total localization budget.  Some LSPs, like Lionbridge, bundle localization technology into their offering so you don’t need to worry about it at all. This results in significant cost savings and the ability to use more of your localization budget towards localizing content and making your translations more impactful in your target markets.  Learn more about Lionbridge’s CMS integration solution by downloading our e-book.  Get in touch Contact us today to get started on your next project.
这是“语言技术的未来”系列的第一部分,该系列探讨了技术带来语言传递的变化。 还记得我们依赖过度手动的过程来执行翻译吗?这种过时的做法证明了语言行业发展的速度,也证明了为什么偶尔后退一步以重新评估语言策略的重要性。你能想象自己在内容泛滥的时候使用旧的本地化实践吗? 我们现在比以往更多地消费、创建和转换更多的内容。当然,当你以光速移动时,很难停下来。但花时间和精力去计划未来是很值得的。 在冠状病毒大流行的世界里,公司正在加速数字化转型,并挑战他们思考本地化和内容的方式。公司的观念正在转变。也正在考虑内容的生命周期、内容的投资回报率和内容的上市时间,从而将重点从过程转移到结果。这促使公司考虑采用不同的方法来实施本地化计划,并质疑其多供应商策略。 什么是多供应商策略,为什么要加以运用? 当公司利用多个语言服务提供商提供本地化服务,就会出现多供应商策略。公司通常希望降低本地化计划的风险时采用这种方法。他们通常会依赖三个、四个或更多的供应商来本地化其内容。他们可能会选择根据语言、地区或本地化内容的类型来使供应商多样化。 多供应商方法可以追溯到大规模本地化之时,那时内容管理系统和本地化系统之间的连接性很差。该方法用于减少延迟将内容投放到目标市场的风险。 随着数字经济在过去的十年里的发展,内容成为市场营销的关键部分,其作用发生了很大的变化。公司管理内容的方式也发生了根本性的变化。 这些因素共同影响了我们对内容生命周期的思考方式。 这些进步降低了与本地化过程相关的复杂性。许多内容管理系统增加了对丰富媒体内容类型的本地支持,由于它们现在更加复杂,并提供了用于管理整个内容生命周期的解决方案,因此在某些情况下减少了对多供应商策略的需求。 多供应商策略的优势是什么? 因为多供应商策略帮助公司实现各种目标,所以公司经常使用多供应商策略,优势如下: 通过多样化降低风险--将内容本地化支出分散到多个LSP或翻译机构,有助于公司更好地应对多个本地营销团队对翻译和本地化服务的峰值需求。 更好地利用小型公司的本地专业知识--通过采用多供应商策略,公司可以利用市场上单一语言供应商的本地专业知识。公司这样做是为了实现高质量、真实的翻译。 提高成本效率--运营的多厂商可以帮助公司控制多个供应商。 它还可以跨不同的供应商服务动态分配工作,以实现跨内容类型和语言的成本效益。 多厂商策略的劣势是什么? 管理多供应商策略的成本很高,通常会导致大量的财务投资。公司倾向于购买昂贵的软件来帮助他们管理供应商。然后,他们必须投入内部资源来运营和维护所谓的翻译管理系统(TMS)。 我们估计大多数奉行多供应商策略的公司将其本地化预算的20%用于维持其多供应商策略。管理和相关技术成本可能高达数十万美元。 哪些应该接受多供应商策略,而哪些不该? 多供应商策略适用于大型本地化计划,其规模会让代理机构或中型LSP不堪重负。 一般来说,对于本地化预算紧张的公司,不建议采用多供应商策略。这是因为管理多个供应商所需的总开销会吞噬公司的整体本地化支出。因此,他们将有更少的资源用于本地化,这最终会减少其内容在目标市场的影响。 与单个LSP合作的最佳时机是什么时候? 你无需采用多供应商策略即可及时实现高质量的本地化。对于许多公司而言,使用单个LSP更为有利。 如果你需要强大的本地化合作伙伴来处理所有的复杂问题,那么与单个LSP合作是一个不错的选择。单个LSP可以实现规模经济,并显著减少管理多个合作伙伴所涉及的开销。 无论你选择什么,要考虑自己所需实施任何技术的投资回报率,以便执行翻译并将其与本地化总预算进行比较。 某些LSP(例如Lionbridge)将本地化技术捆绑到其产品中,因此根本不需要担心。这将为你大大节省成本,可以将更多的本地化预算用于本地化内容,还使翻译在目标市场中更具影响力。 通过下载电子书,详细了解有关Lionbridge的CMS集成解决方案的更多信息。 请与我们取得联系 立即与我们联系以开始你的下一个项目。