Translation in 21 st Century Webinar 5PM CET / 8 AM PDT 15 December 2010 Copyright © TAUS

Hosts Presenting: Jaap van der Meer, Director Chat board: Rahzeb Choudhury, Operations Director Copyright © TAUS

Participants 150 registered North America, Europe, Asia, S. America ≈70% providers including translators, consultants/analysts ≈ 30% buyers Copyright © TAUS

Three Predictions A thousand MT systems will begin to bloom 2. Sharing TMs will take off in a big way 3. TM systems – as we know them – will cease to exist Copyright © TAUS

Translation in the 21 st Century Impacts of MT and social media on enterprise language services Copyright © TAUS

Enterprises represent the lions share of demand for translation-related services. Vital that suppliers are aware of the evolution in demand. Copyright © TAUS

January 1954 Copyright © TAUS

Tower of Babel Divide & Unite Language as Instinct Translation is very difficult … Copyright © TAUS

October 2004 Reality Check … TAUS founded. Copyright © TAUS

Let a Thousand MT Systems Bloom! Profit from sharing (“Pirate’s Dilemma”) Effectiveness of Data Copyright © TAUS

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. Copyright © TAUS

TMs in 5 Years Semantic Clustering Cleaning Preserve Endangered Languages Corpus Linguistics Exciting new perspectives … ownership? Copyright © TAUS

Profession in 5 Years End to Repetitive Tasks Choices Supplemented by Non-Professional Volunteers Productivity 5 to 10 Times Higher Copyright © TAUS

Applications in 5 Years Virtuous Circle Translation out of the Wall Spoken Translation Copyright © TAUS

Industry in 5 Years Thinking 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 disruption SWOT Data assessment Innovation dilemma Embedding technology Copyright © TAUS

SWOT for Enterprise Language Service SW OT 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 Copyright © TAUS

Sales Web UI Manuals Support Knowledge Base User generated content “Battle for words” Content Disruption Localization industry New technologies and solutions Social media Copyright © TAUS

Innovation Dilemma S T O 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 Copyright © TAUS

Innovation Dilemma S T O 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 Copyright © TAUS

Business Model Attributes Old Model New Model 1. One translation fits all 1. Quality differentiation 2. Continuous translation 2. Project-based translation 3. TM is core 3. Data is core 4. Multi-directional 4. One-directional 5. Word-based pricing 5. SaaS – Value-add 6. MT embedded 6. GMS system 7. Cascaded supply chain 7. Community – user 8. Post-edit – Real-time – Peer review 8. Translate-Edit-Proof Copyright © TAUS

Clients MLV’s In country offices/partners Distributed translators/authors 4 to 30 vendors 10 to 40 languages 100’ to 1000’s translators/authors Vendor ManagementProject Management Quality AssuranceTranslation Memory Account Management Resources Management Quality Assurance Project ManagementTranslation Memory Resources Management Quality Assurance Project Management Translation Memory Quality AssuranceTranslation Memory Cascaded Supply Chain Copyright © TAUS

Project-based Workflow Copyright © TAUS

TAUS World Tour 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 zero Barriers 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 Differentiation Utility – Time – Sentiment assessment UtilityTimeSentiment Instructions for use532 KB article541 E-newsletter224 Blog433 User review432 Chat441 Home page315 On a scale from 1 to 5 Ubiquitous not-perfect MT will drive the need for high-quality translation. Copyright © TAUS

Translation Data Assessment TM 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 Copyright © TAUS

Translation Technology Assessment Self-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 Copyright © TAUS

Enterprises in 5 Years “Dual Linguaspheres” Need a Language Strategy not just reducing word rates Copyright © TAUS

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. Copyright © TAUS

Enterprises in 5 Years The 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 users 3. Use MT or produce and use MT  Technology convergence – embedded MT 4. Content differentiation – UTS assessment 5. Share data, optimization 6. Collaborate with industry peers Copyright © TAUS

Separate ‘Lingua’ from ‘Infra’ …. Limited ‘lingua’ capacity Infrastructure ….and multiply translation volumes The Battle of Words Open Translation Platforms MT Customer self-service Disintermediate Communities Shared resources Copyright © TAUS

Industry Think Tank & Innovation Partner in 5 Years Consulting Research Events - workshops Copyright © TAUS

Open source TDA Billions more words Linguistic - TM Cleaning Matching Scores Industry Data Resources Next year Copyright © TAUS

References TAUS Predictions Translation as a utility, even without miracle breakthroughs century.html Report on findings on ideation session with 30 leading global buyers industry-in-2017.html Report on roundtable meeting with Globalization Directors globalization-director.html Round up and videos on leading edge in MT and spoken translation innovations.html Copyright © TAUS