[Q&A] How Clarion Launched 44 Websites in 39 Languages
“Going global” is something often discussed ambiguously by enterprises – with hopes to do so but no real vision on how to get there.
Recently, Clarion, a provider of in-vehicle information solutions – signed on with SDL to launch two corporate websites, one in Japanese and one in English, in just seven months as well as launch more personalized and culturally relevant online experiences across 44 websites in 39 languages. Website Magazine caught up with Akiko Uehara, director of global brand communication group at Clarion, to discuss his company’s experience with SDL and the challenges global companies face.
Why is traditional localization of a website such a lengthy process?
There were many native sites that marketers had not been able to localize because of limited capabilities in their respective field marketing teams. At Clarion’s headquarters, we were handling localization with very limited resources, which took a significant amount of time.
How did SDL speed up that process for Clarion?
By streamlining time-consuming manual tasks, like the copy and paste function after translations, SDL Web's BluePrinting technology allowed us to centralize the localization management process. This was done by simplifying the administration of sophisticated Web presences across distributed sites in multiple languages with an integrated, localized process using SDL WorldServer's translation management technology.
Did you look at any other solutions?
Driving translation efficiency is critical to gaining a global Web presence, but our legacy system was not robust enough to support this. After evaluating several Web content management systems including SDL Web (SDL Tridion), we felt that SDL's Web and language solutions were the most comprehensive. Both systems worked seamlessly together to enable a shortened time to market and improved overall quality of information provided, including the ability to reuse content with SDL WorldServer’s Terminology Management feature and SDL Web’s BluePrinting technology. Additionally, as part of our effort to increase customer engagement we wanted to expand the use of SDL’s translation services to include Asian, North and Central American languages.
What advice can you offer for a company looking to launch multi-lingual websites?
If you want to deliver relevant information to customers at the right time across the world while managing your multi-lingual global websites, the right IT solution will allow you to improve this efficiency significantly. To achieve successful marketing execution, your plan must consider both web and content to deliver the right information to the right audiences. This must all be done with innovative technology and the right planning with a global point of view.