Overcoming Global Brand Challenges While Keeping Consistency in a Multi-Consumer Base

1. Overcoming Global Brand Challenges While Keeping Consistency in a Multi-Consumer Base Gabriela Contreras, Continental Airlines Yvan Hennecart, SDL

2. Continental.com Continental.com is working to become a global resource for worldwide customers by supporting travel booking in languages and localized content in all POS where Continental Airlines operates flights

3. continental.com • IP (Internet Protocol) Recognition • Date and time format • Language based on POS • Local content • Language Box: POS - Country by Language • Target offers and promotions • Offer applicable products and services by POS

4. Cultural Relevant Content • We need to protect Continental’s image and revenue stream and allow customers to enjoy the positive traits of the product • Build customer loyalty and trust • Geo-cultural relevance through products and services • Protect us against potential legal/privacy issues • Potentially sensitive content

5. Translation Process Source Content Job creation Pre-process Apply TM Author Calculate Cost Machine Translation Steps in blueare automatedSteps in red are supported by technology Post - Edit Review Localized Content Job delivery Update TM Local Content Local Content

6. Global Branding Tools • SDL WorldServer™ to centralize and automate the localization processes for any content • SDL iMT • Automatic and manual project creation • Ability to block content from being translated • Integration with CMS • Allows publishing of most updated content into languages • Plan and manage budget

7. Local Content

8. SDL Global Infrastructure Recognized Leader in Global Information Management Award-winning and profitable company, with long-term financial stability 80%+ of the global translation supply chain use SDL software 1500+ enterprise customers Publicly traded company with $325m annual revenues Over 2300 employees in 60 offices across 35 countries World-leading innovative technology

9. Translate Content • Languages • Vendors • Distribution • Consistency • Terminology • Reuse • Review Manage Content Deliver Content • Control • Version • Secure • Reuse • Personalize • Central control, local flexibility • On time • In local language • Drives revenue • Improves customer satisfaction Challenges in Managing Global Content GlobalCustomer Create Content • Create and reuse • React to changing environment • Ensure quality at source • Terminology

10. SDL helps companies engage with their customers From brand awareness, to sales and after-sales support Across languages, cultures and channels We do this by providing technology and services for managing content and language That offer best-of-breed capabilities And are flexible, scalable and integrated with your enterprise systems SDL Mission • You can’t engage when you don’t speak the language • You need to be there when they • Identify a need • Search for solutions • Do in-depth research • Get acquainted with their purchase • Have issues with their purchase strategy ties together the people, the processes and the technologies required to systematically deliver high-quality localized content in an efficient manner

11. Traditional translation breakdown Quality&Cost Volume Translated Content Un-translated Content Low Current methodology for translation leaves a majority of the content unavailable to customers.

12. New traditional translation breakdown Quality&Cost Volume Human Translation Post edited MT Low

13. Intelligent Machine Translation SDL Intelligent Machine Translation MT EnginePlug in Translated Content Source SDL Dictionary Manager SDL PhraseFinder

14. Technology is at the root of timely and accurate message delivery Are authors writing content suitable for localization and iMT? Is automation maximized at each step of the process? Does technology support your requirements and language set? Define standards for language assets and centralize them Translation memories Terminology Style guides These are not static – they must be managed! Define quality assurance processes and standards In-country review Post-production QA Post mortems Key performance indicators Best Practices

15. Automate Intelligent application of technology can have a significant impact Streamline communication and notification between stakeholders Automate the supply-chain ERP / order processing integration Translation management Integrate with content management XML, DITA etc. Eliminate Eliminate unnecessary steps Identify & resolve missed steps (testing and QA) Consolidate Consolidate vendor strategy Out-source where it makes sense Increase ROI with Process Improvement Manage costs downward through process improvement Linguistic analysis Loc-eng& DTP Logistics & Planning Linguistic Assetanalysis Quote (Approval) Functionaltesting Work Linguistic assets Distribution Workflow and resource management Linguistic Coordination Centralized Linguistic Assets (TMs, Terminology) Translation Invoicing TM & Termbase Delivery and notification Initial Review Updates LinguisticTesting Client Review Back and forth LocalizationEngineering & DTP

16. Terminology Management

17. Enhance customer experience Stimulate loyalty across markets by communicating the relevant information in the language of your customer Respond to individual preferences in local language Retain your customers and maintain market share Ensure consistent branding Maintain a consistent brand while respecting cultural nuance Deliver a seamless global experience across all communications Drive higher revenues through consistent branding Control costs and accelerate time-to-market Gain competitive advantage through rapid and flexible deployment of information across target markets Increase productivity and control costs Beat your competitors to market and grow market share Benefits of Global Information Management

18. Questions