Strategy Archives | Rubric

Ian Henderson
July 15, 2019
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When it comes to managing your content, there’s more choice now than ever. Dedicated Content Management Systems (CMSs) have become exceptionally popular and diverse, giving organizations a wide range of both open source and proprietary options to choose from. What’s more, there’s a vast array of non-traditional solutions that can meet the needs of structuring content – especially from a localization perspective – for whom a full-blown CMS would be overkill.

Choosing the right content management approach for your organization can yield major efficiencies and cost savings; but at the same time, committing to a CMS that does not meet the needs of all your stakeholders can complicate your operations and lead to even greater expense. That’s why it’s crucial to evaluate your requirements as early as possible when designing or modernizing your content management processes.

In this article, we’ll highlight some of the key factors to consider for choosing a content management approach that supports both your localization strategy, and your business as a whole.

 

What is a CMS, and do you need one?

Content Management Systems are software platforms that aim to streamline the creation, editing, localization, and publication of content. CMSs have traditionally been associated with website content, but modern solutions are often designed to support multi and omnichannel content strategies. An enterprise CMS will enable users to manage and repurpose content across numerous outputs, such as press releases, brochures, and other marketing collateral.

This brings us to the first and most important consideration: do you need a CMS?

Using a CMS is increasingly becoming the status quo, even for small businesses – but you should think carefully about whether you would really benefit from the technology. If you aren’t pursuing a multichannel strategy or frequently updating a complex website, then a full CMS might well be unnecessary.

Instead, consider other options such as a Customer Relationship Management (CRM) system, a Product Information Management (PIM) system, or even a social media platform. Each of these can provide a convenient environment for creating and managing content on a smaller scale, while also delivering a host of other benefits to your organization.

And when you factor in localization. If you are only managing content for a small-scale, static website, it is perfectly viable to just translate the HTML rather than processing the content through an enterprise CMS. HTML is a format that most translators are very comfortable working with, so skipping the CMS effectively cuts out the middleman. New technology can be appealing, but older, proven approaches are often simpler and cheaper.

 

What do you need from a CMS?

Once you’ve decided to use a CMS, the next step is establishing what capabilities you need. CMSs come in all shapes and sizes, and we recommend looking for one that satisfies all your requirements right out of the box. Some solutions will offer numerous plugins for additional functionality, but relying on these can lead to complications down the road – especially with community plugins that lack guaranteed, long-term support.

While our focus is on localization, we can’t stress enough how important it is to consider the needs of all stakeholders when choosing a CMS. This will likely be a mission-critical tool not only for your translators, but also for writers, engineers, and project managers. In our experience, selecting a system based on the requirements of only one group is the most common cause of CMS-related issues.

Typical capabilities that you might look for in a CMS include:

  • Content storage
  • Content authoring and editing
  • Translation management workflows
  • Templating and layout creation
  • Publishing tools
  • Content syndication

It is also worth considering a headless CMS, especially for multichannel content strategies. Headless CMSs are back-end only solutions that separate authoring from publication. Instead of publishing to a front-end view layer built into the application, a headless CMS serves as a central repository for content that can be published to numerous channels through a RESTful API.

 

Import & export – the most important CMS features for localization

You may have noticed that one feature is conspicuously absent from the list above: direct content translation. Many CMS platforms advertise support for translating content directly within the CMS itself. On paper this might sound like a good way to streamline localization – but in reality, it often has the opposite effect.

Translators work best when they are able to use their preferred applications. Working within a CMS typically requires training to get to grips with an unfamiliar environment, and can limit access to essential computer-assisted translation (CAT) tools, such as translation memory. This issue is so severe that external translators sometimes charge a higher price-per-word if they are required to perform translations within a CMS.

So if direct content translation isn’t the answer, what should you look for?

We recommend choosing a CMS that enables you to easily export content in an editable format (such as XML or XLIFF) for translation, and seamlessly import the localized text back in. Although this approach requires extra steps, we find that it still delivers by far the most efficient and cost-effective results. Without import/export support, you might have to resort to manually copying and pasting content, which is both time-consuming and prone to error.

Last but not least, you should ensure that your CMS makes it easy to view and manage localized content without needing to understand the language it’s written in. For example, engineers should not need to know Greek to correctly publish Greek content.

 

Consult your Global Content Partner

Clearly, there’s a lot to think about when selecting a content management approach to support your business and localization goals. Your Global Content Partner will be able to help you assess your CMS needs and choose the ideal solution for your business. We’ve seen far too many organizations pick ill-fitting CMSs that have to be replaced after only a few projects – seek guidance early to avoid costly mistakes.

Rubric can help you choose your CMS and make localization easy and cost-effective from the get-go. Contact us today and work with our experts to build bespoke localization processes tailored to your business needs; or subscribe to our blog for upcoming articles that dive deeper into related topics such as headless CMSs and PIM systems.


Ian Henderson
June 3, 2019
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As beneficial as an acquisition, consolidation, or merger (M&A) can be for an organization, they can cause a great deal of instability and stress. This is particularly true for managers and others who are trying to oversee the process.

Even under the best of circumstances, you’ll need a plan to help navigate the merger. And even then you are still likely to come across challenges. Considering the M&A process can have an impact across an entire company, in what way is this likely to affect the processes, scope, technology, and staff involved in localization projects? We unpack this further with a brief look at one of our clients who underwent multiple mergers.

How multiple mergers impacted a client

Our team was brought in to assist a multinational software corporation that had undergone several mergers. With each merger, new products with new languages were added to their portfolio. What had started out as a single-language human resources management product, ended up requiring translation into 43 languages. As each merger added a new layer of complexity, our client ultimately decided that it was more cost effective to create a new product from scratch — one that was designed with localization and multiple languages in mind. A new strategy was also required to deal with the growing complications, the most notable being the inconsistent use of terminology.

Even changes that may seem insignificant, such as referring to employees as staff, colleagues or teammates, can have a huge impact on a company, or in this scenario, the relevance of their multilingual HR product.

Understanding M&As and localization teams

During M&As, affected teams may ask a number of questions, including:

  • Which markets shall be prioritized moving forward?
  • Which brands and products will be marketed where?
  • How much are we going to translate for each market?
  • Which languages will the newly formed company focus on for localization?

These M&A questions are affected by the degree to which the prospective companies are merging, which is in turn determined by whether an acquisition, consolidation, or merger is taking place.

Tips for localizing after an acquisition, merger, or consolidation

Once you have established the extent of the M&A, you’ll need to implement these four steps:

  1. Any knowledge about the brand should be documented and stored in one place for reference. Information about a product can often be fragmented and scattered, even within an organization. This is equally applicable to the language and terminology used for a product. When a merger takes place, this information must be centralized to avoid problems further down the line.
  2. Once information is stored in one place, a review will be required to compile a comprehensive cross-company brand glossary and style guide. Both organizations will bring their own preferences and style, so the review will ensure there is no misalignment between the two. Make sure to involve product owners, writers, legal, marketing, and translation team managers to achieve a consensus.
  3. Translation memories will also be impacted, and the newly merged company will need to assess if legacy translation memories should be penalized moving forward. In our blog, From a Million Words to Fifty Thousand, you can learn more about the purpose and benefits a translation memory offers your organization. In this context, penalized refers to the match rate a term or phrase may have with another term or phrase in the translation memories’ systems. In translation memories, if a term or phrase has a 100% match, it can be pulled through automatically to replace the term or phrase. However, if the company has decided post-merger that the term or phrase is potentially no longer relevant, it can be penalized within the system so it no longer reflects as a 100% match, allowing a translator to step in and assess the situation.
  4. The newly merged company will need to assess which tools and suppliers are kept on board for the new translation process. You can learn more about adding new systems to your company here. Companies often rely on different tools to get work done. To ensure that no problems arise during the translation process (for example, incompatibility between tools), companies need to identify which tools and suppliers will be used, and then standardize their systems. Clients should seek the assistance of a trusted global partner to help them with this process.

Implementing these steps will help ensure that a merger or acquisition doesn’t dramatically impact the performance of your localization teams.

A localization and translation partner to help you through the M&A process

While these steps will help your localization and translation teams transition through this period, it’s always better to avoid or minimize these problems beforehand. The right content partner with experience in the global arena can help you achieve this. Rubric is a customer-centric Global Content Partner with years of experience developing and managing localization and translation strategies for multinational companies.

To find out more on how we can ensure your content localization and translation proceeds smoothly, no matter the circumstances, contact us today. If you need to keep up to date with the latest on localization systems that can help your business navigate mergers, be sure to subscribe to our blog.


Ian Henderson
May 27, 2019
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We’re swimming in more ‘Big Data’ than we know what to do with. Here’s the good news: the sheer amount of information on-hand can give you an accurate idea of who your customer is, and what should drive your globalization strategy. Both now and in the future.

Define your data goals from the outset

A good question to ask is: what content are people using, and where? With so much content being consumed digitally, businesses now have a number of data-rich channels to analyze. These include eLearning resources, eCommerce platforms, and website content. Usage data can be a treasure trove of information, but if you don’t know what to look for it can be overwhelming. To use Big Data effectively, define the questions you want the data to answer from the outset, then set a baseline from which you can measure the impact or change. From then on it’s an iterative process, whereby the success of your content is reviewed and localization strategy adjusted with each new metric gathered.

Get to know your user profiles

What content are your users consuming? Where are they based?

A user profile is a set of data that gives you an overview of browsing habits, as well as personal specifics such as gender, age, and location. This information provides an accurate idea of who is consuming different pieces of content. Additionally, by monitoring the success of existing translations and how they affect product sales, a business can ascertain which localization strategies work in a specific region, and which do not.

For example, a business may launch a campaign with the express purpose of gathering data about the user base in a specific market. This rich data could then be used for further expansion, as you would have a good idea of what content is received well and what doesn’t resonate with the audience. You can then localize accordingly, selecting which content requires translation into which languages.

Ensure your global strategy doesn’t overreach your budget

When it comes to budgeting for localization, you need to consider the value of your content.

For example: if a company finds that users only look at 20% of their product content, it would not make budgetary sense to translate the remaining 80%. So while high-value content demands high quality translation, it may be sufficient in terms of user experience and expectations for the remaining 80% low-value content to be machine translated using a service such as Google’s machine translation.

Gauging opinion with social media

The internet revolutionized the consumer–brand relationship. So much so, that entire careers are now built on managing, analyzing, and reacting to social media metrics. Where in the past a business would have to send out a survey for feedback, opinion is now easily gleaned, tracked, and measured from consumers’ comments and shares.

This insight is invaluable for brand expansion, gauging an audience’s opinion of competitors, and identifying ownable, niche areas. For brands that are already entrenched in a market, audience opinion and sentiment is crucial for growth. For example, should your organization offer a full multilingual customer service, or would simply localizing online product reviews be of greater benefit?

Back up your data-driven decisions with a trusted Global Content Partner

When it comes to localization strategy, a good rule of thumb is to have a baseline in place, with a target in mind, and to adjust as you go. Collecting usage data can help to determine which content (web pages, user manuals, and product information) should be localized, and into which languages. Tracking data also helps to identify which content is delivering results. It’s an iterative process that can be improved with the help of the localization expertise of a Global Content Partner, like Rubric. Check out more in our blog that mentions Facebook data.


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According to We Are Social’s Global Digital Report 2018, the number of social media users worldwide is up 13% year-on-year, with a total of 3.196 billion people having logged into their channel of choice last year. This unprecedented usage is fertile soil for brands looking to reach previously inaccessible audiences.

But with opportunity comes obstacle. In the past, language barriers have proven costly for businesses trying to penetrate new markets. Whether cultural or linguistic, your content translation could be the difference between a message landing or falling flat. And with the market as competitive as it is, where innumerable brands vie second-by-second for consumer attention, you can’t have your voice disappearing into the noise. To keep your organization at the forefront of social media, here are the trends that are expected to dominate our feeds this year:

The state of social media in 2019

In 2018, greater connection speeds and accessibility saw over 360 million people gain access to the internet for the first time. And when you consider a person spends an average of 2 hours and 16 minutes per day on social media, it’s not hyperbolic to call it the beating heart of the internet. To actively engage your audience across these digital touchpoints, Hootsuite advises that brands focus on the following three areas this year:

  • Rebuild trust:

    Consumer confidence took a knock in 2018. Cambridge Analytica and fake news dominated the headlines, making internet users weary of mainstream search engines and social channels, most notably Facebook. In 2019, brands and businesses need to be transparent and honest about how they are collecting and using customer data.

  • Say goodbye to silos:

    54% of businesses reported that departments beyond marketing have started using social media. By implementing KPIs across departments, marketers can help drive this digital transformation and reach new consumers, fostering brand growth, revenue, and user retention.

  • Unify your data: 

    In our fast-paced world, it’s hard to believe that people have enough time on their hands to manage 8 different social and messaging platforms. But it’s true! Brands can take advantage of this cross-channel usage by bringing together audience data for a unified, 360-degree view of the customer.

Connection speeds and accessibility weren’t the only areas to experience exponential growth. Voice search, AI, and augmented reality advertising in social media evolved into viable tools that audiences have quickly adopted.

  • Voice search:

    Thanks to Snapchat’s voice recognition lenses and Facebook’s testing of voice commands for its Messenger and Portal apps, voice-based search is on the increase.

  • Augmented Reality (AR):

    Last year, Facebook introduced its AR Studio, where users are encouraged to “create and distribute new, rich AR experiences with ease”. Snapchat recently released Shoppable AR, a tool that allows users to try out products via a lens. Retailers can then funnel said user to a purchase platform.

  • Artificial intelligence (AI):

    The explosion of consumer data across social media channels has given AI and machine learning unprecedented information to work with. In fact, a paper released in January describes an AI system that will soon be able to pair brands with the perfect influencers for specific campaigns.

  • Video is (still) king:

    Video is the most consumed form of content on the internet, with easy-to-digest one minute variations proving to be the favored length. Surprisingly, posting a one-minute video to LinkedIn gets you 400 to 500 percent more reach in comparison to Facebook.

  • Bookmarks and a new interface:

    Twitter’s once cluttered web interface has been cleaned up and a ‘bookmark’ feature introduced. Users are able to save tweets for later without liking or retweeting them, making for a more anonymous form of personal content curation.

Global Social Media Content. Global mindset.

Global Content is about more than creating content for people around the world — it’s about ingraining an international mindset into every business process, strategy, and activity. This philosophy of cohesion links each department and every office — no matter where in the world — to a global business mindset. With social media, consumers now have a real-time window into this organizational philosophy, from anywhere in the world.

Global Social Media Content — what do audiences want?

“Managing a global brand doesn’t have to be a logistical nightmare. With some planning ahead, a lot of documentation and everyone on the same page, you’ll be marketing in multiple countries in no time.” Sprout Social

Global audiences crave authenticity — it’s not enough to write a post in English and plug the copy into Google Translate. While it has its uses, such a tool doesn’t possess the contextual understanding needed to provide accurate translations for multilingual markets. To resonate across language barriers and international borders, consider the following:

  • Is your messaging aligned to the market you’re targeting?

    An extensive audit of your existing assets — from logos to catchphrases — is needed to determine whether your messaging translates. A great example is how Samsung — a South Korean company — went about entering the French market in 2010. They targeted the country’s love of all things art with an exhibition held at Petit Palais in Paris. The genius twist was that the pieces were screened on the company’s cutting-edge HD televisions. In its first month, the exhibition had 600 000 visitors.

  • Colloquialism and cultural sensitivity:

    While certain references may have been a hit state-side, the same phrases could fall flat with non-English speakers. Take some time to research the country’s culture and consider working with native speakers to ensure your content truly resonates with its intended audience. Take KitKat’s successful efforts to cater to Japan, for instance. Not only did they change their slogan to “Kittu Katsu” (Surely Win), but they introduced matcha green tea, soybean, and wasabi to sate the country’s appetite for savory flavors.

  • Consider multiple profiles if you can:

    The number of social profiles is dependent on your budget and the size of your team. A small team with a single profile can target messages by location — Facebook offers a multiple language functionality that does away with the hassle of having to repost multilingual content. If your team is bigger, consider implementing a number of location-specific accounts. These teams and profiles are by no means siloed, either: each plugs into your primary social media hub to ensure that all work is vetted and aligned to your Global Content strategy.

Solid, considered Global Content expands and strengthens your brand presence in key international markets and social media. And the right partner can guide and advise your messaging to ensure the optimal execution of your strategy.

With the above information as our guide, Rubric is broadening our reach and sharing our global outlook with more organizations.

If you think your organization might benefit from our managed Global Content services, be sure to sign up for a two-day workshop. In the session, we’ll use actual data and examples from your business to show you exactly what’s working in your processes and what can be improved in your social media strategy and beyond.


Françoise Henderson
October 19, 2018
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As a Global Content Partner, we often help our clients with a variety of translation and localization services. In doing so, one question always tends to rear its head: “What is your turnaround time?”

It’s fair question to ask, especially when a client has been burned in past — all it takes is one translation company to miss a deadline and then pile on the excuses for a client to err on the side of caution from then on out. The thing is, there are a lot more factors at play than one might realize, especially if you haven’t worked with each other before.

With this in mind, this blog post should help you manage expectations when it comes to translation turnaround times from a localization services provider.

Communication and transparency are non-negotiable

While unexpected issues may arise that delay or prolong a given translation job, you should never be left in the dark. Leaving a client hanging when an agreed-upon deadline as passed is never acceptable, no matter what. Even if a delay is inevitable, your service provider should notify you as soon as this becomes likely — and always well in advance of the deadline.

In our experience, clients are very understandable when a problem arises, and a solution needs to be found. As long as you’re fully transparent and it’s clear that you’re working with them and not against them.

Turnaround times generally improve over time

The first time you work with a localization service provider, the initially provided turnaround time is a lot harder to accurately predict. This is because time needs to be factored in to find suitable linguists, who can then be used for future translation projects. It’s also important to have a comprehensive style guide to inform and guide the translation process; however, this can take time to develop if you don’t have one readily available.

A glossary of key terms and their equivalent translations plays a key role in any translation process. This will inevitably be a work in progress, with new terms being added as the need arises, but its initial compilation phase can be an unpredictably lengthy and exhaustive process. That being said, once the glossary is up and running, the entire translation process will speed up.

Another key factor to remember is that the translation memory needs time to build up. This will progressively reduce the time needed to translate, as well as improve consistency across translations as previously approved translations can be reused.

How to get the most from a Global Content Partner

The best way to ensure a clear turnaround time without any surprises is to give your provider as much notice as possible ahead of the translation job. This is because great translators need to be booked well in advance; while they might have space for small projects at short notice, larger projects need significantly more time and planning.

Source content usually takes some time to create, so it’s important to let your Global Content Partner know about your translation requirements. This will allow them to plan and allocate resources appropriately. If there is a genuine rush — we know these things can happen — a trusted Global Content Partner will bend over backwards to make it happen; and if not, at least suggest a viable alternative.

If you’re interested in building a relationship with a Global Content Partner that you can trust to deliver, get in touch with a member of the Rubric team today.

Photo by Fabrizio Verrecchia on Unsplash


Françoise Henderson
September 28, 2018
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In today’s increasingly competitive international business climate, market leaders need to always be on the lookout for new ways to cut costs and boost ROI. In our extensive experience helping companies optimize their Global Content, we’ve identified a simple way for multinationals to do just that: and it involves their technical authors.

Tech authors are specialists at creating content about an organization’s products and services that’s easy for the end-user to understand. This information — in the form of instruction manuals, training guides, or online help tutorials — greatly reduces the burden on the customer support team. The thing is, the value of a technical author can be far greater than a multinational organization might expect. For instance, an author can actively increase company ROI by taking international factors into consideration when writing content.

Easily translatable content means higher ROI

Including the following content requirements in the briefing process will help maximize the value of any content created by a technical author:

  • Local technical constraints and standards
  • Language support
  • Legal issues
  • Language reuse
  • Ease of manipulation (appropriate file formats)

The above points are integral to cutting costs in the translation process for increased ROI. Reworking content isn’t as simple as just changing some text. In some cases, the entire asset — video, audio, or visual — will have to be adapted accordingly. By identifying key areas of content that will need to be translated down the line, the process will end up being far quicker, smoother, and free of expensive delays.

For example, Rubric recently quoted a client who’s been using content by different authors. While this helped vary the tone and style of the content, making it less monotonous for readers, certain content ended up being repeated across each author’s work. This unnecessary repetition quickly adds up when content needs to be translated and localized, leading to higher costs and a slower process. We calculated that by removing redundancy in the text, the company could reduce costs by 30%.

A Global Content Partner will help you analyze your business’ markets and come up with a gameplan to ensure your valuable collateral is translated accordingly. By integrating translation into the process from the beginning, you can avoid the unnecessary costs of having to reconfigure documentation further down the line. The Global Content process doesn’t end there, however, and Rubric will provide your company with a framework to monitor progress as you strive to improve your business processes to maximize your market potential.

Get in touch with one of our specialists today and find out why Rubric is the perfect Global Content Partner for your business.

 

Photo by rawpixel on Unsplash


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It’s great to have a phenomenal product and the desire for it to be accessible on a global level. But that means ensuring that your business processes are ready to meet your clients’ expectations in all your target markets.  For localization to be successful, however, it’s vital that you implement a company-wide strategy. This will greatly assist your localization team to achieve their goals and ensure high-quality work.

Several strands make up a successful strategy:

  • Corporate-focused:

This strand centers on the granular details of a company: How to differentiate yourself from your competitors, the finer details of your services or products, and the specifics of your target market.

 

  • Processes:

This strand focuses on what globalization processes should be or have been implemented in your organization. More specifically, it revolves around what those localization processes are or need to be for every department to ensure that localization is optimal across the board for each region targeted.

 

  • Content:

The content  strand outlines exactly which content you want localized in order to reach your target audiences and ensure your customers have a phenomenal customer experience.

By implementing these three strands, you are successfully executing on your localization strategy, which will have a better chance of success. Let’s take a look at the advantages of integrating these strands on a granular level:

  • By thinking of the global picture from the outset of product (or service) development, you are in a much better position to cater for various markets from the get-go instead of having to adapt products later on, which could prove costly or impossible.
  • Excellent and high-quality localization means cooperation and collaboration between all key departments such as product development, marketing and sales. By getting them on the same page early, your localization efforts will be born out of teamwork, which means that those efforts are more likely to be successful.
  • ‘Ad hoc’ localization efforts are invariably disjointed, expensive and misaligned with company goals. Even ‘cost-effective’ ad hoc solutions turn out to be expensive if they mean making changes to services or products or recreating content entirely. That’s why a localization strategy that forms an integral part of the company’s product development is so important.

If the idea of implementing localization strategies makes perfect sense to you and you think it will transform your globalization efforts, then here are some things you can do to start implementing them.

See that localization is communicated to the entire company so that its value is seen across departments. Once there is understanding and buy-in from individuals throughout the company, strategies can be rolled out as part of the company’s overarching strategy. It’s a good idea to take a look at cold hard facts and figures when showing colleagues the value of localization. Take a look at what additional revenue might be generated because of localization, and then take a look at the localization budget vs. the return on investment due to localization.

It’s especially important to ensure that upper management sees the value of localization, so ensure that they understand the return on investment that it can provide. If you have them on board it will be infinitely easier to get buy-in from the rest of the company and to get solid plans for localization woven into the fabric of the company’s primary business processes.

Once you have the key stakeholders on board, it’s crucial to explain to each of the departments how beneficial the process is if tasks are executed properly the first time. Localization can become costly when tasks need to be reworked or redone entirely. This can have a domino effect on different areas of the company. Making sure everything is done right the first time means that identifying exactly which markets your company will focus on right at the beginning is vital. Think carefully about which markets you want to target. Consider analyzing the value of each market to your company – both in terms of actual figures and where you would like to be into the future. Once you have analyzed them, apply a tiered rating. This will give you and your company greater understanding of which markets to focus on.

Once you have tiered the markets, do a content audit to determine what content is already available and then figure out which should be leveraged and localized for each tier. This is a big job and should probably be done in stages and department by department.

Keep in mind that the stakeholders that commission the implementation of localization are often not involved in the strategy. That’s why it’s so important that they understand the overarching themes, ideas, markets, and goals. You need to make sure that communication is clear and directed to those who will execute the tasks. It’s essential that everyone is on the same page and clearly understands what needs to be done.

If the localization strategies are poorly implemented or non-existent, you are probably going to see people scramble to complete last minute jobs. This means that things can’t run smoothly, processes can’t be customized and implemented across the board, and the right tools probably won’t be used. It will undoubtedly affect both the quality and the delivery of localized content.

Do you feel that implementing solid localization processes and strategies is definitely right for your company but not sure where to start or worried about how time-consuming it would be? Then contact us at Rubric. We can discuss your localization needs and the ample benefits of implementing the Localization Maturity Model, ensuring that your company is truly able to go global.


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