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Re-defining Localization at Yahoo! as a corporate strategic growth driver

Re-defining Localization at Yahoo! as a corporate strategic growth driver. Salvo Giammarresi, Ph.D. Senior Director of Localization localizr@yahoo-inc.com. Oct 11, 2011. A great global Internet brand.

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Re-defining Localization at Yahoo! as a corporate strategic growth driver

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  1. Re-defining Localization at Yahoo! as a corporate strategic growth driver Salvo Giammarresi, Ph.D. Senior Director of Localization localizr@yahoo-inc.com Oct 11, 2011

  2. 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

  3. No. 1 Mail service in the US • Source: comScore Media Metrix, U.S., March 2011

  4. No. 1 Instant Messenger in the US • Source: comScore Media Metrix, U.S., March 2011

  5. You get the pattern…

  6. How can localization help drive growth?

  7. The prelude: a huge opportunity • Localization teams fragmented, ad-hoc • No standard localization processes • No real central vendor management • No quality success criteria orKPIs set • No central financial oversight Operationally: Not scalable, not efficient Strategically: Localization often was an after-thought Financially: No central budget & oversight

  8. The goal • Centralized and strategic localization team • Standard localization processes • Central vendor management • Quality success criteria andKPIs • Central financial oversight Operationally: Scalable, efficient Strategically: Localization as a fore-thought Financially: Central budget & oversight

  9. 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 inmore locales • Centralize all localization teams and budgets

  10. 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

  11. 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 fewfriction points

  12. Localization at Yahoo Yesterday Product 2 Product 4 Product 3 Product 6 Product 1 Product 5 Tool 1 • Tool 2 • Tool 4 • Tool 3 • Tool 5 • Tool 6

  13. Localization at Yahoo Tomorrow Product 2 Product 4 Product 3 Product 6 Product 1 Product 5 Workflow Management L10n Project Management I18n QA Terminology Style Guides Metrics&KPIs L10n QA Machine Translation LSPsCrowdsourcing Global Live Products

  14. Localization at Yahoo Tomorrow Product 2 Product 4 Product 6 Product 1 Product 5 Product 3 Continuous Localization workflow Global Live Products

  15. 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

  16. FutureWhat is the next evolution of our localization team?

  17. 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

  18. Thank you! Salvo Giammarresi, Ph.D. • Senior Director of Localization localizr@yahoo-inc.com Localization World Santa Clara 2011

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