Localization past present-future 2007-2014
-
Upload
matthias-caesar -
Category
Technology
-
view
81 -
download
3
Transcript of Localization past present-future 2007-2014
The Localization Industry: Past, Present and Future
Published in 2007!The same can still be said today – 2014!
Disclaimer• Subjektive nicht objektive Sicht.
• Lücken, nicht vollständig.
• Das Eine oder Andere ist vielleicht nicht richtig.
• Einige Folien habe ich von Jaap van der Meer geklaut.Danke Jaap!
• Als Anstoß zum Weiterreden gedacht…
Business Tools in 1990‘s• Internet
• Web
• Modems
• Bulletin Boards
• FTP
• Fax machines
• Courier Services
• Zip disks
• Networks
• Cell Phones
Globalization Tools in 2000‘s• Workflow Engine
• On demand MT and TM
• Speech recognition
• Portals
• Corpora
• GMS
• TMS
• GIM
• CMS
• XML
• SOA
• CRM
• XLIFF
1950-1980 Translation Industry• Inhouse translation departments (IBM, DEC, XEROX, etc.)
• Little or no outsourcing
• No tools (well, mainframe word processors and SGML)
• Updates cut-and-paste on paper or manually retype
• DTP (typesetting) a separate, expensive science
• Local Translation Agencies with Freelancers for personal documents
• Fax machines and modems were huge innovations!
1980-1993 INK leads the way• 1980-Jaap van der Meer starts INK in Amsterdam, which provided translation, writing and localization services
• 1987-INK develops its own computer-aided translation software and dictionary management tools
• Quickly expands with offices all over Europe
• Becomes the blueprint for localization companies with distributed offices and freelance translators and other resources
• 1993-sold to R.R: Donnelley
The 90‘s Big 3, 4, 5, …• US and European based
• Berlitz, Alpnet, INK, SDL, Lernout&Hauspie, Xerox
• Then Lionbridge, Bowne Global Solutions
• Now Asia: TOIN, watch out for India and China…
The 1990‘s – Dublin Becomes World Software Localization Capital• 1970‘s and 1980‘s Irish government provides great tax incentives to foreign corporations
• Hungry, English-speaking, well-educated, low-cost workforce
• Many multinationals move their European HQ to Dublin
• Easy to get Visas for foreign workers (translators!)
• Universities offer advanced translation training, and especially software engineering
• Microsoft also has localization HQ in Dublin
Berlitz• 1878 German immigrant Maximillion Berlitz establishes a language school in New York
• Develops the „Berlitz Method“ of total immersion languageteaching
• Company grows through WW II, begins offering translationservices on the side (mostly personal docs)
• Establishes language schools all over the world
• Berlitz acquired and sold by big publishing companies such as R.R. Donnelley
• 1987 Berlitz acquired by Fukutake Publishing (Japan!)
• 1988 Berlitz Translation Services becomes independentBusiness Unit
Softrans• 1986 the „fab four“ get tired of working for Apple Computer, seea „Marktlücke“ for software localization services and foundSoftrans in Dublin
• Rapid growth with huge contracts from many of the Ireland-based European HQ‘s of big multinationals
• Company is engineering-oriented, technically savvy, but Euro-centric, needs Asian reach, scalability, access to US customers
• 1993 Berlitz acquires Softrans: a match made in heaven and lubricated with copious amountsof Guinness
Softrans + Berlitz = Berlitz GlobalNET• BGN becomes one of the top 3 localization companies with26 offices in 24 countries, and the first to crack the $100 Million revenue barrier
• Grows, acquires geographies, technologies, resources
• 2001 Berlitz International (Fukutake) decides that their corecompetency is language instruction, not localization
• 2002 BGN acquired by Bowne Global Solutions (which was puttogether out of acquisitions of Mendez, GECAP and others)
• 2004 BGS acquired by Lionbridge (which was put togetherfrom acquisitions of ALPNET, ITP, …)
• 2008 Lionbridge acquired by VIPRO ???
Sideswipe: Microsoft Dirty Laundry• Microsoft became an early driver of software localization and has continued to be one of the first companies to tackle new, obscure languages
• MS early strategy was to completely dominate a small, in-country translation company demanding complete transparency
• MS dictates everything from human resources to processes to tools to allowable margins to timelines to total profitability
• Of course everyone wanted to work with MS, but MS destroyed many excellent, small in-country vendors and in the early to mid 1990‘s many vendors refused to work with MS because they feared for their lives
• MS continues to be aggressive and quasi-dictatorial, but they have learned that they have to treat their suppliers as partners or else everybody loses
How do I Get Into the Localization Business?
• Sideways, no real training for localization specialists or engineers or DTPers or Project Managers or other resources: parallel to the early days of technical writing or software engineering; new industry, no standards, no best practices
• By accident
• Training starts in earnest only in the late 90‘s
• University of Limmerick, Dublin, Rosario, etc. Translator training
• Localization training Monterey, University of Limmerick
• Localization Certification: CSU CHICO, Localization Institute, etc., LISA
Information Pyramid
Corporate
Products
User interface
User documentation
Enterprise information
Communications, Patents
Support, Knowledge Base
Corporate brochures 2,000 words
Product brochures 10,000 words
User interface 50,000 words
Manuals, online help 200,000 words
HR, Training 500,000 words
Email, IM, Reports 5 million words
Call center 10 million words
Partly multilingual
1
Translation•Glossary
•Proofreading
Localization•TM tools
•Linguistic verification•Functional testing•Project tracking
•Vendor management•Quality assurance
Globalization•GMS, CRM, CMS integration
•Workflow, TM Server•SGML-XML standardization
1950
1985
2000
“must”bookletcost
opportunityproductquality
strategyenterprisetime
Evolution of the Translation Market
Translation?
Languages Spoken by Number of speakers Percentage
8 > 100 million 2.3 billion 40%75 > 10 million 2.2 billion 80%
264 > 1 million 825 million 93%
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 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
Translation•Glossary
•Proofreading
Localization•TM tools
•Linguistic verification•Functional testing/Project tracking
•Vendor management/Quality assurance
Globalization•GMS, CRM, CMS integration
•Workflow•SGML-XML standardization
1950
1985
2000
“must”bookletcost
opportunityproductquality
strategyenterprisetime
Transmutation•ontology, taxonomy
•search, MT•customer self-service
•two-way direction translation
utilityembedded2008
From Globalization to Transmutation
From localization
… to enterprise wide
globalization …
… to “translation out of
the wall”
Cheaper
Faster
Real-Time
Tide is Changing
Integrated Hybrid Translation Model
TM
MT
Shared
TM
C P-E
T R
Terminology
Workflow
P r a c t i t i o n e r s
Source Control
Translation
Localization
Globalization
Transmutation• ontology, taxonomy• advanced leveraging
• search, MT• customer self-service
• two-way direction translation
The Vision“Translation is just a language transfer”
Four Scenarios for Change
• Fully Automatic Useful Translation
• Language intelligence
• New payment models
• Sharing language data
Embrace the Imperfection of Machine Translation
• Benefits
Security
Quality
Expand customer base
More job opportunities
• Needs
Standard interfaces
Develop best practice in post-editing MT
Learning MT systems
Hybrid MT systems
Everyday more words are translated by machines than by professional translators…Integrate MT in existing translation infrastructure and other applications (search, intranet, support)
Develop Language Intelligence
Translation 1.0
(translation)
Cost
Translation 2.0
(localization)
Opportunity
Translation 4.0
(transmutation)
Embedded
Translation 3.0
(globalization)
Strategy
Market size
La
ng
ua
ge
in
tell
igen
ce
TranslationProofreading
Glossaries
Project management
Translation
Memory
Terminology
management
Functional testing
QA
GMS
WorkflowTM Server
XML
CMS
CRM
TaxonomiesOntologies
Unified
Terminology
Search
MTSemantic
Technology
Introduce new Payment Models
0,00
0,05
0,10
0,15
0,20
0,25
0,30
0,00
2,00
4,00
6,00
8,00
10,00
12,00
14,00
16,00
18,00
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Wo
rd r
ate
s
Ma
rket
siz
eTranslation industry
How low can you go….?
Natural Next Step
from desk-top TM …..
to …. Enterprise server …..
to … Industry-shared language data repository
Industr
y
Sub
-secto
r
Company
Product line
IT
Financial
Ora
cle
Inte
l
Telecom
IMF
Pa
yP
al
Sie
me
ns
Medical
Mo
lin
a
Public Index
Private Indexes
Do
ma
in In
de
xe
s
Data Structure: Cooperation
How the Co-operative WorksUser scenarios
o Language search freely available on public index:
Translation matches of terms and phrases
Possibly an attribute for domain
No attributes for organizations or products
o Language search on domain and private indexes (only for members):
Translation matches with attributes for domain, company, product, date of use and other metadata
o Advanced leveraging:
Process documents to retrieve best matches for all terms and phrases
Output in industry standard format
o Automatic translation:
Automatic translation engines trained on domain and private indexes
Output in industry standard format
Languages and Global Coverage“We have around a billion users today – what we’re all interested in is where the next billion users are coming from.”
Craig Barrett, Chairman of Intel at a United Nations Meeting of technology leaders and representatives of developing countries, March 2007
LOOKING TO THE FUTURE: Microsoft boss Bill
Gates wants to double the number of computer
users to 2 billion by 2015.
What languages will the next billion users speak?