06/25/2014 Leave a comment
A couple of weeks ago, I was honored to be invited to join a session on the Cloud, and how it was going to change the face of the localization industry. A message stated often throughout the panel was: “The Cloud – it’s just easy.” While true in most cases, that really isn’t the main point.
The Cloud has brought many benefits: connecting important value chains, transforming customer relationships, simplifying user experience, and accelerating internal operations. Yes, the cloud application provider can update code fast and frequently, but that’s not what the customer ultimately cares about.
For the localization industry, what customers really care about is this: how can your technology, and more importantly their experience with it, allow them to get better insight into actionable data, reduce manual tasks of their teams, and connect with each other and external constituents better, improve productivity, and ultimately improve their time to revenue and customer satisfaction.
In short, customers care about one thing – SPEED. Speed to market, speed to revenue, and speed to solving their customers’ challenges. Speed is the dominant attribute enterprise customers need to fully take advantage of global opportunities—even above cost and quality. Just ask the team at Cisco – it seems Tim Young has presented on this fact in the last 8 Localization World events. Cisco doesn’t put the plight of the service provider, translator or even project managers above their ability to serve their customers well worldwide. So why are we as an industry still talking about these challenges? They are old, boring, and really don’t materially impact the customer buyer’s experience.
I would humbly propose that we focus on the broadest definition of the Cloud – as a technology advancement that allows us to help our customers get to market faster and drive more global growth. Here’s what it’s not:
- It doesn’t require Professional Services to benefit from the experience
- It doesn’t take you weeks/months of configuration to get started
- You don’t have to get IT involved
What does the Cloud offer?
- Immediate utilization, instantly provisioned for your use, without IT involvement
- Always on, always available
- Easy access for all stakeholders important to a process
- On demand insights and analytics
- Cloud-to-cloud connectivity to other technologies where content is created, stored and delivered
- Automation of processes and workflows that let customer teams complete their tasks in, at a minimum, 50% less time
- Makes the purchaser look like a hero internally – because of the improvements to key performance indicators for the company
LocWorld is always great to connect with those people who are truly passionate about localization, translation, and all things global. The cool thing about this recent event is that it indicated the industry will truly begin to embrace the power of Cloud technology and improve the entire experience across the global content supply chain.
We have a unique opportunity as an industry not only to continue growing at exponential rates, but also to make sure we shift the focus to the interests of those who are investing in, and using, our offerings. It is going to require a bit of a refocus, but I think this first session at LocWorld Dublin was a good start.