1. From Cobblers to Conductors
Paula Shannon
CSO, SVP, General Manager
Lionbridge

2. The Cobbler‘s Song
I sit and cobble at slippers and shoon From the rise of sun to the set of moon Cobble and cobble, as best I may Cobble all night and cobble all day And I sing as I cobble this doleful lay…

3. The Cobbler‘s Song
The stouter I cobble, the less I earn For the soles ne’er crack, nor the uppers turn The better my work, the less my pay But work can only be done one way

4. …and Conductors

5. The Mozart Effect The issue service industries face is The Mozart Effect, as described by William Baumol, an economist at New York University*
As noted essayist and author, James Surowiecki puts it, “When Mozart composed his String Quintet in G Minor (K. 516) in 1787, you needed five people to perform it—two violinists, two violists and a cellist.
Today, you still need five people, and, unless they play really fast, they take about as long to perform it as musicians did two centuries ago.
So much for progress.”
*Performing Arts: the Economic Dilemma (1966), Baumol and Bowen

6. Baumol’s “Cost Disease”
In a range of businesses, such as the car manufacturing sector and the retail sector, workers are continually getting more productive due to technological innovations to their tools and equipment. In contrast, in some labor-intensive sectors that rely heavily on human interaction or activities, such as nursing, education, or the performing arts there is little or no growth in productivity over time. As with the Mozart string quartet example, it takes nurses the same amount of time to change a bandage, or college professors the same amount of time to mark an essay, in 2006 as it did in 1966.

7. Are We Cobblers or Conductors?
labor-intensive sectors that rely heavily on human interaction or activities, such as education, or the performing arts where there is little or no growth in productivity over time.
Industry Group B
workers are continually getting more productive due to technological innovations to their tools and equipment.
Industry Group A
The Translation Industry Exhibits Elements of BOTH!

8. Airlines, Car Wash, even Lawn Care: Differentiated Services and Pricing Models

9. What About Pricing Models?
We talk about different types of content, but the price is remains, on average, .22 USD cents per word?*
Cheeseburger
Cheeseburger,
Cheeseburger.
No Coke, Pepsi
*Common Sense Advisory

10. Customer Expectations?
QUALITY MEANS
Industry Standards?
Customer Expectations?
“My requirements have been met”
“Staying on message and on brand”
“Avoiding adverse outcomes”
“That LSPs use the resources I dictate”
“Minimizing headaches on our end”
“Consistency I can trust”

11. Most Meaningful KPIs and SLAs are Specific to the Client and Content

12. Let’s Get a Few Definitions Straight

13. Shift Happens - Growth is Migrating to Developing Nations
Reaching 1 Billion Users requires +/- 127 languages
Connecting 5 Billion Users will necessitate more than 1,000 languages
Internet Top Ten Languages
English
Chinese
Spanish
Japanese
German
French
Portugese
Korean
Italian
Arabic
Rest of World Languages
329
159 89
1,400,000,000 86
1,200,000,000 59
1,000,000,000
800,000,000 56
600,000,000 40
400,000,000
200,000,000 34 31
Chinese
Russian
Arabic
Hindi
English
Spanish
Bengali
Portuguese
Japanese
German
French
Korean
Javanese
Telugu
Marathi
Vietnamese
Tamil
Italian
Turkish
Urdu
Punjabi
Ukrainian
Gujarati
Thai
Polish
Malayalam
Oriya
Burmese
Azerbaijani
Farsi
Sunda
Pashto
Romanian
Bhojpuri
Hausa
Maithili
Malay
Serbo-Croatian
Awadhi
Uzbek
Yoruba
Dutch
Sindh
Igbo
Amharic
Oromo
Indonesian
Tagalog
Nepali
Assamese
Saraiki
Cebuano
Hungarian
Chittagonian
Zhuang
Shona
Madura
Sinhala
Marwari
Magahi
Haryanyi
Greek
Czech
Chhattisgarhi
Fulfulde
Deccan
Malagasy
Belarusan
Kannada 28
203 50
100
150
200
250
300
350
Millions of Users
© Lionbridge 2008

14. Plotting Quality and Value of Content
Advertising & Collateral
Publication Quality
Customer Education & Service
Product Information
Enpocket Mobile Ads
Community Generated Content
eCommerce
FAQ’s
User Interface
Informational
Customer Care
After Sales Support
Higher Value
Lower Value

15. Varied Content Mandates Differentiated Approaches
Transaction Cost
Marketing Content
Streaming Web Content
High
Product Updates and Training Materials
Product, Technical Doc and online Help
Solution Efficiency Demands
I18N
Initial Product Localization
Low
Translation Cost
1/year
Marketable Shelf Life of Content
1/hour

16. “…But Work Can Only Be Done One Way”
Or Can It?

17. Varied Service Levels – An Example
Type A: Basic
The following rates are all-inclusive. Rates include all file preparation, translation & editing, recording & project management – Audio is VOIP and does not include dialog director or post production engineering and QA
Type B: Advanced
The following rates are all-inclusive. Rates include all file preparation, engineering, desktop publishing, quality assurance and project management. Audio performed by talent in a studio and includes post-production engineer.
Type C: Professional
The following rates are all-inclusive. Rates include all file preparation, engineering, desktop publishing, testing of compiled application, quality assurance & LQI checks, DTP Print proofs, professional voice talent and project management.

18. Hybrid Model – UI, MT & Community

19. More Content = More Options Microsoft’s View from 2010 On
Premium-level quality for targeted product audience
Lower-cost alternative for expanded marketplace
Broad reach to penetrate new markets effectively
Community outreach at lowest cost for widest expansion

20. Clear Standards and Definitions
Deliverables
Quality

21. Cobblers and Conductors

22. A Symphony of Service Models
Service Oriented Architecture & Components for Enhanced Connectivity
A Symphony of Service Models
Language Quality Mgt.
Global Branding
Computer Assisted TM
Community
Models
Crowdsourcing
Global Search Relevancy
Asset & Terminology Mgt. MT
Human Translation
Authoring