Translation in 21st Century Webinar

5PM CET / 8 AM PDT15 December 2010

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Hosts

Presenting:Jaap van der Meer, Director

Chat board:Rahzeb Choudhury, Operations Director

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Participants

150 registeredNorth America, Europe, Asia, S. America≈70% providers including translators, consultants/analysts≈ 30% buyers

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Three Predictions 2010

1. A thousand MT systems will begin to bloom2. Sharing TMs will take off in a big way3. TM systems – as we know them – will cease

to exist

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Translation in the 21st CenturyImpacts of MT and social media on enterprise language services

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Enterprises represent the lions share ofdemand for translation-related services.Vital that suppliers are aware of theevolution in demand.

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January 1954

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Tower of Babel

Divide & Unite

Language as Instinct

Translation is very difficult …Copyright © TAUS

October 2004

Reality Check

… TAUS founded.

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Let a Thousand MT Systems Bloom!

Profit from sharing(“Pirate’s Dilemma”)

Effectiveness of Data

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MT is here to stay

… as a Human Right

Translation as a Utility

Five years ahead …Copyright © TAUS

Technology in 5 Years

Hybrid Systems

No Miracle Breakthroughs …

Real-time Training

Targeted Correction(communities, games)

… but tremendous progress.

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TMs in 5 Years

Semantic ClusteringCleaning

Preserve Endangered LanguagesCorpus Linguistics

Exciting new perspectives …

ownership?

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Profession in 5 Years

End to Repetitive TasksChoices

Supplemented by Non-Professional VolunteersProductivity 5 to 10 Times Higher

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Applications in 5 Years

Virtuous CircleTranslation out of the Wall

Spoken Translation

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Industry in 5 YearsThinking about drivers/trends

Certain Explosion in new content Shift from text to text and

multi-media (word counts go down)

Mobile user, hand held devices

Real time/Just in time demand

Cross-lingual translation challenges

Balance of cost, timeliness and quality

Uncertain Open (collaborative)

vs Closed (competitive)?

Fee vs free? Human vs Machine?

(incremental step or technology breakthrough)

From TAUS Copenhagen Forum (May 2010)

Machines

Open(Collaborative)

Closed(Competitive)

Human & Machine

?

Industry in 5 Years

Content disruptionSWOT

Data assessmentInnovation dilemmaEmbedding technology

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SWOT for Enterprise Language Service

S W

O T

• High leverage from TM• Well established process and management

• Opening new markets with MT• Engaging with users & communities• Convergence with video and speech• Search engine optimization• Translation of user generated content

• Quality inconsistent (local flavor missing)• Lack of flexibility, reactive rather than creative

• Rigid landscape (vendor lock-in)• Not scalable to expand quickly• Inability to ensure quality in new markets• Lack of corporate awareness of new locales

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Sales

Web

UI

Manuals

Support

Knowledge Base

User generated content

“Battle for words”

Content Disruption

Localization industry

New technologies and solutions

Social media

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Innovation Dilemma

S

TO

W• High leverage from TM• Well established process and management

• Quality inconsistent (local flavor missing)• Lack of flexibility (reactive, rather than creative)

• Opening new markets with MT• Community/user feedback• Convergence with video and speech• Search engine optimization• Translation of user generated content

• Rigid landscape (vendor lock-in)• Not scalable to quickly support new markets• Inability to ensure quality in new markets• Lack of corporate awareness of new locales

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Innovation Dilemma

S

TO

W• High leverage from TM• Well established process and management

• Quality inconsistent (local flavor missing)• Lack of flexibility (reactive, rather than creative)

• Opening new markets with MT• Community/user feedback• Convergence with video and speech• Search engine optimization• Translation of user generated content

• Rigid landscape (vendor lock-in)• Not scalable to quickly support new markets• Inability to ensure quality in new markets• Lack of corporate awareness of new locales

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Business Model Attributes

Old Model

New Model

1. One translation fits all

1. Quality differentiation

2. Continuous translation

2. Project-based translation3. TM is core

3. Data is core

4. Multi-directional

4. One-directional

5. Word-based pricing

5. SaaS – Value-add6. MT embedded

6. GMS system

7. Cascaded supply chain

7. Community – user

8. Post-edit – Real-time – Peer review

8. Translate-Edit-Proof

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Clients

MLV’s

In countryoffices/partners

Distributedtranslators/authors

4 to 30 vendors

10 to 40 languages

100’ to 1000’stranslators/authors

Vendor Management Project Management

Quality Assurance Translation Memory

Account Management

Resources Management

Quality Assurance

Project Management Translation Memory

Resources Management

Quality Assurance

Project Management

Translation Memory

Quality Assurance Translation Memory

Cascaded Supply Chain

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Project-based Workflow

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TAUS World Tour 2008-2009260 entrepreneurs/decision makers in 12 countries

Opportunities

1. Expanding need for translation – new opportunities – offering choice - specialization

2. Business model around communities

3. Offering/leveraging technology – MT to enhance translator’s productivity

4. Improve time-to-market

5. Share translation memories – Global memory – Increase capacity

Threats

1. Loss of LSP role – failure of current business model – customers can bypass LSPs

2. Loss of quality – language degradation

3. Power of translator – resistance to change

4. Fragmented competition – technology divergence – no standard

5. Prices going down to zeroBarriers

1. Changing the business model – LSP’s resistance to change

2. Attitude of translators – slow technology adoption

3. High investments required – lack of ROI for LSPs

4. Lack of standards – insufficient standards in user-generated content

5. No control over source content Copyright © TAUS

Content DifferentiationUtility – Time – Sentiment assessment

Utility Time Sentiment

Instructions for use

5 3 2

KB article 5 4 1

E-newsletter 2 2 4

Blog 4 3 3

User review 4 3 2

Chat 4 4 1

Home page 3 1 5

On a scale from 1 to 5

Ubiquitous not-perfect MT will drive the need for high-quality translation.

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Translation Data AssessmentTM is out! Data is in!

Apply data to: Control and improve quality (terminology/synonyms/style) Improve standardize the source (instead of putting

constraints on creative writers) Clean and prepare data for MT training Increase leveraging Analyze customer and user sentiments

Watch out for: Data lock-in (vendor monopolies) Pirates

Pursue benefits of legitimate sharing: Everyone gets access – stimulate healthy competition Proliferate your terminology – lower threshold – stimulate

market growth

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Translation Technology AssessmentSelf-service lets you train your engine for every job

Keep your options open: Use and produce Wait for the aggregators – train, evaluate, use

thousands of engines through one portal New opportunities for LSPs

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Enterprises in 5 Years

“Dual Linguaspheres”

Need a Language Strategy not just reducing word rates

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Machines

Open(Collaborative)

Closed(Competitive)

Human & Machine

?

Enterprises in 5 Years

Project-based.

TM is core.

Word-based pricing (text).

GMS workflow systems.

Cascaded supply chain.

Continuous translation.

Data is core.SaaS + Value-add.

MT embedded.

Community/user.

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Enterprises in 5 YearsThe relevant strategic questions

1. Innovate the ‘old model’ or ‘tabula rasa’ All attributes are opposite Insource or outsource (process audit) Discovery of enterprise needs: new services, new

niches, new locales

2. How to engage a community of users3. Use MT or produce and use MT

Technology convergence – embedded MT

4. Content differentiation – UTS assessment5. Share data, optimization6. Collaborate with industry peers

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Separate ‘Lingua’ from ‘Infra’ ….

Translation industry

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rd r

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Limited ‘lingua’ capacity

Infrastructure

….and multiply translation volumes

The Battle of Words

Open Translation Platforms

MT

Customer self-service

Disintermediate

Communities

Shared resources

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www.translationautomation.com

Industry Think Tank& Innovation Partner

in 5 Years

ConsultingResearch

Events - workshops

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Open source TDABillions more words

Linguistic - TM CleaningMatching Scores

www.tausdata.org

Industry Data Resources

Next year

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References

TAUS Predictions 2010

http://www.translationautomation.com/webinars/taus-predicts.html

Translation as a utility, even without miracle breakthroughs

http://www.translationautomation.com/articles/translation-in-the-21st-century.html

Report on findings on ideation session with 30 leading global buyers

http://www.translationautomation.com/perspectives/the-dishwasher-the-industry-in-2017.html

Report on roundtable meeting with Globalization Directors

http://www.translationautomation.com/meetings/imagine-you-are-a-globalization-director.html

Round up and videos on leading edge in MT and spoken translation

http://www.translationautomation.com/meetings/showcasing-the-industry-innovations.html

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