While translation skills were still core for their business, new skills were becoming essential like lexicologists, terminologists, application specialists, database, DTP, multi-media and networking IT skills. Many people admitted that these skills were becoming highly valuable, scarce like gold dust - and very expensive headcount.

Yet in considering their IT strategy many answers ranged from: 'Do I need one?' 'whatever IT tools my clients insist on using are my tools', 'we are a PC shop - whatever Bill Gates says is OK by me', 'I follow someone else', 'IT is changing too fast to have one', 'what is an IT strategy?', 'we desperately need an IT strategy but the world is changing so much where do we start?'

There is a lot of sympathy with these views - the IT market is changing so rapidly that most business people do not understand the capability becoming available to them.

Some businesses were tactical and highly competitive responding to short-term client demands. A few businesses have long and strategic partnerships with their clients. Very few have an IT strategy that will stand the test of time. Most IT planning concentrated on run-of-the-mill issues like - What proportion of my cost is IT related and how can I keep it under control i.e. down? What computer platforms and tools do I need? A good IT Strategy should address the following basic questions: Whom, What, When, Where and How will I use IT to grow my business?

For example:

1. Who and what are my critical skilled resources?
2. What opportunities will Cyberspace bring to my business and those of my clients?
3. What technology developments are underway and how will they affect our business operations, markets and our client's business?
4. What skills do I need to take advantage of IT and changing technology?
5. When will IT deliver the tactical and strategic value for my business?
6. Where can I use IT to make my business super-efficient?
7. Where can I use IT to increase my business?
8. How can I use IT to manage, build and
9. keep my competitive advantage?
10. How will IT improve and secure business with our customers and suppliers? and also
11. How are my competitors responding and are there any new entrants?

So let's brainstorm the vision for IT Localisation and see what pops up.

• Clients want TLC - Transparent Localisation for the Client
• Global business winners want RLC - Rapid Localisation Capability.
• New skills are available through CILKs - The Cyberspace Instant Localisation Kids - highly skilled IT specialists running automated translation engines and processes
• The consumer wants fast and cheap localisation available to him on an LHS - Localised High Street
• And everyone wants everything at no extra cost i.e. the global price is the same as the local price - GCU - the Global Community Unit - now we will be arguing until after the next millennium!

Seriously - these are the scenarios that both localisation businesses and their clients need to think through. Their IT strategy is the key to resolving needs to address because the technology is being developed now to make all the above a reality.

Look at the growth of the WEB and INTERNET bubbles - the fastest growing markets in the world. The Cyberspace Kids have already started their attack on the localisation market. CompuServe has just opened up their on-line European Translation services and translation whiz kids are beginning to appear on the Web. If a business wishes to localise its work where will they go - increasingly to a reputable Web agent in the target country. Keeping IT simple is big business. Within the next two years Process, Workflow, Object, Database, Image and Documentation technologies will be integrated to provide both TLC and RLC as viable business options for large and corporate organisations.

Plug into the IT strategy of your major clients - offer them integration services for their design shops, localised marketing capability through the Web services, documentation and project management expertise, electronic communications and services. Make it simple for them - that adds value to your business too. ( Please note IT companies!)

Have faith - Translation technology issues will be resolved. Do not believe the experts who say it will never be done - they are talking about today not tomorrow. Not long ago the experts thought the world was flat. Actually the world could become flat with Virtual Reality!

Everyone is doing it. Governments are moving into electronic transaction and information services. Public electronic kiosks are potential new opportunities for localisation services. For example obtaining a passport and visa could mean just calling up the local Government services or using a government Kiosk. Take a look at the City of the Future proposals and consider how will your business operate within this new world - will you be at the forefront of the Localised High Street.

Is this Pie in the Sky - to quote a well- known UK expression? I can hear the sceptics now - it will never happen - at least not in my lifetime - why should I worry - what has this to do with my business today.

I have news for you - it is happening NOW. The capability is being put together as you read this article - speech technology combined with translation technology. Process automation combined with documentation and image technology. Communications, network and information services technology. These technologies are combining to provide rapid access to services for your business. The business winners will be the people with the vision to use IT to leapfrog their competition.

Where does this leave the traditional translators and localisers? My recommendation is to brush up on your Cyberskills. Find or create the new markets on the Internet. Top quality Specialists like lexicologists, terminologists, application specialists, localisation and coordination specialists will still be required to enhance the technology! Develop your training skills for the Education and Information Superhighway which is a potential growth business for language specialists.

So how does this help with my IT strategy today. Answer - THINK FREE - everything is possible. Ask your customers what their IT strategy is - where they are going and explore with them how IT can benefit you both. Most importantly though bring in and develop the business engineering skills to harness and exploit new technology.

And if your customer says that IT does not affect him - find another one fast!

Editor's Note: Judith Jones, an experienced business engineer and one of LISA's founding members, will be writing a series of articles based on what vendors, clients and end-users are accomplishing with Information Technology. Her articles will emphasize the business engineering aspects of how management, processes and products are used to keep organisations more competitive in the global marketplace. Please feel free to express your comments and ideas.

Judith Jones is Managing Director of Process UK - specialists in helping businesses develop Business Engineering Strategies and Solutions. Process UK, Chiltern House, PO Box 2, Amersham, Bucks HP7 9BH, UK Tel: + 44 1494 431 774, Fax: + 44 1494 431 775, 100435.2144@compuserve.com