Maximizing reuse in product communications
With a growing product range, expansion into new markets and an increasing range of communication channels, Philips Consumer Electronics was faced with hugely complex multilingual content management challenges. It has made dramatic improvements by fundamentally changing business processes and introducing new XML-based technologies. The result is faster time-to-market, improved quality of communications and significantly reduced costs. The complexity challenge Philips Consumer Electronics (PCE) is one of the world’s top three consumer electronics companies, and the largest in Europe. Luuk de Jager, Senior Manager for Global Content Management, was faced with a complex content management chain involving many isolated processes. Over 9,000 communications were required to source content for product catalogs, translation of the same content was happening multiple times and it was taking over four months for new content to reach local websites. There were 1,800 different logos and over 50,000 different product specifications, including over 10,000 different feature descriptions. With a requirement for web content in 19 different languages, catalogs in 28 languages and product leaflets in 35 languages, it was clear that a lot of time and money was being wasted. Increasing business demands Luuk de Jager also needed to satisfy increasing demands from the business. “New products needed to be launched
simultaneously across all markets for manufacturing, marketing and sales to operate as efficiently as possible. In the world of consumer electronics, timeto-market can be a key competitive advantage, and our existing processes were introducing too many delays. Quality and consistency were also suffering, leading to poor communications with consumers and potentially damaging Philips’ brand.” Addressing the increasing complexity and demands from the business needed a fundamentally different approach. “Our goal was to create a transparent and efficient flow of marketing product information with identified responsibilities to make that information available to the relevant people at the right time in the right format,” explains de Jager. “All assets should be created only once, to be used multiple times.” This new global XML initiative involved participation across the whole of PCE. Content management was moved from regional to global scope with the introduction of a global Content Management System (CMS) of productrelated content. New layout standards for content were introduced with the aim of providing “one face to the customer.” New processes for creating the content were defined and a new automated publishing system implemented. Now 50,000 different technical specifications have been reduced to fewer than 4,000.
SDL SOLUTIONS |
SDL Translation Management System
Standardizing translation processes In line with these global content initiatives, it was necessary for PCE to provide an efficient, standardized Global Information Management solution. The new translation strategy had to ensure consistent and consumer-acceptable quality levels of localization while maximizing the efficiency of Global Information Management processes. PCE had to reduce the time-tomarket delays, translation costs and the overhead costs related to the publication of multilingual content. A truly global challenge SDL teamed up with PCE to design and deploy a truly international Global Information Management platform. From a completely decentralized and fragmented translation approach, PCE has utilized the SDL technologies, consulting and localization services to create a centralized, cost-effective, fast-turnaround translation delivery solution. Initially geared at streamlining multilingual translation and web content publication, this Global Information Management platform has been extended and tailored to support any type of content, including helpdesk and FAQ...
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