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  • Copyright © 2009, Asia Online Pte LtdCopyright © 2009, Asia Online Pte Ltd

    Localization Technology Roundtable

    Kirti Vashee – kirti.vashee@asiaonline.net

  • Copyright © 2009, Asia Online Pte Ltd

    The Increasing Importance of Technology & Automation

    A Content Explosion Across The Globe

    The Emergence of Social Media and Social Networking as Business Drivers

    New Open Innovation & Collaboration Models

    A Rising Asian Market Changing Global Enterprise Priorities

  • Copyright © 2009, Asia Online Pte Ltd

    Now, more than at any other time in history, speed and agility are decisive competitive advantages...

    David Meerman Scott

    In revolution, the best of the new is incompatible with the best of the old. It’s

    about doing things a whole new way… Clay Shirky

  • Copyright © 2009, Asia Online Pte Ltd

    0

    5,000

    10,000

    15,000

    20,000

    25,000

    30,000

    35,000

    40,000

    2 0

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    Total Exabytes of Information

    Source: IDC Digital Universe Study, May 2010

    2009 = 800 Million Petabytes 1 PB = 1,000,000 GB

    More information was created in 2005 than in the previous 40,000 years !

  • Copyright © 2009, Asia Online Pte Ltd

    More content will be translated than ever before By 2012, Enterprises will be processing and managing 15 times more data than in 2007.

    Each year the amount of information created in the enterprise, paper and digital combined, grows faster than 65%. IDC

    In 2012,there will be 5X as many bits created and added to the Digital Universe as in 2008.

    The Digital Universe will double every 12 to 18 months

  • Copyright © 2009, Asia Online Pte Ltd

    The Impact of User Generated Content 70% of Digital Universe is UGC

    • Growing influence of social networking and social media

    • Users share opinions about products, services and companies

    • Users trust other user opinions more than they trust corporate marketing messages

    • Word of Mouth Marketing (WOMM) is now an important element of marketing strategy

    • Huge impact on buying behavior

    • Twitter as Customer Support

    • Dynamic and Uncontrolled

    Enterprise Touch Content

    User Generated Content

    Overlap ~ 600

    Exabytes

    ~900 Exabytes ~960 Exabytes

    Transported, Hosted, Managed

    or Secured

    Consumers and Workers Creating,

    Capturing or Replicating Personal

    Information

    Size of Digital Universe in 2010 – 1,200 Exabytes

    User Creation; Enterprise Worries

  • Copyright © 2009, Asia Online Pte Ltd

    As these conversations become increasingly

    independent of these sites, falling traffic will

    render them ineffective in their current form. Instead, the online

    presence of each brand will necessarily expand

    out into the social space to stay in touch with their

    audience.

    Simon Mainwaring

  • Copyright © 2009, Asia Online Pte Ltd

    Evolution from the G7 to the G20 World Fast growing Asian economies and BRICI offer the fastest growing global market opportunities and could reduce and supersede FIGS dominance in future

    42% of all Internet users in 2009 were Asian. Forecast to grow to nearly 60% by 2015 LabBrand: China is the biggest luxury market opportunity in a generation McKinsey: China is on track to pass the United States as the home of the world’s largest R&D workforce .

    English

    Chinese

    Spanish

    Japanese

    French

    Portuguese

    German

    Arabic

    Russia

    Korean

    All the Rest

    478

    384

    137

    96

    79

    73

    65

    37

    50

    45

    290

    0 50 100 150 200 250 300 350 400 450 500Millions of Users

    Top Ten Languages (by users) in the Internet • McKinsey : 700+ Million New Asian Users will

    come online over next 5 years and represent $80B+ market for infrastructure & commerce

    • China 770M, India 350M Users in 5 years !

    • Fastest growing languages on the Internet: ZH, AR, RU, HI, ID, BrPt, MY, PH & Indic languages

    • BCG: BRICI will have 1.2+ Billion Online by 2015

    • Cisco Study: Most growth in the Internet-related market will occur outside of today's high income, or "advanced," economies

    • Fastest growing digital consumer populations will be in Asia and Brazil

    http://newsroom.cisco.com/dlls/2010/prod_082510b.html http://newsroom.cisco.com/dlls/2010/prod_082510b.html http://newsroom.cisco.com/dlls/2010/prod_082510b.html

  • Copyright © 2009, Asia Online Pte Ltd

     Global enterprises face a content deluge with dynamic content coming from both internal and external sources

     High volumes of content expected to be translated increasingly faster and faster

     Customers increasingly in control of marketing and brand messages

     A shift from corporate messaging to customer conversations and authentic communications

    More Content, Faster Turnaround Times, Lower Cost

  • Copyright © 2009, Asia Online Pte Ltd

    Corp

    Product Sheets

    Web / User Interface (GUI)

    User Documentation

    Low Volume, Static Content

    Product Packaging Basic Marketing Basic Web Content

    Project Management

    Cost Minimization TEP Production Modes Limited Automation

    The Target Customer Localization Departments, Marketing Support

    Production Model TEP (Translate > Edit > Proof)

    Key Technologies Translation Memory, TMS, Email Trados, déjà vu, Wordfast, TMS, Idiom, MS Office

    Key Objectives SimShip, Customer Quality Acceptance

    Content Volatility Relatively Static, Linked to Product Updates

    Integration with Customer Systems

    Little if ever (CMS)

  • Copyright © 2009, Asia Online Pte Ltd

    • Real Time Search & Find Mode

    • Information acquired as needed

    • Comprehensive & dynamic knowledge base

    • Continuously Updated

    • Static Reference Material

    • Long Shelf Life

    • Just In Case

    • Mandatory and necessary

    • Information flow from company to consumer

    • Human filtered information

    • Expert Identification

    • Trust agent based information gathering

    • Continuously flowing and changing

  • Copyright © 2009, Asia Online Pte Ltd

    • Web 2.0 is much more interactive and dynamic

    • Unstructured content in blogs, social networks is critical

    • Community engagement and collaboration is key

    User Manuals

    Support Documentation

    Knowledge Base Data

    User Generated Content

    Interactive Support:

    EMAIL

    Instant Messaging

    Voice

    Blogs

    Dynamic & Continuously Flowing Content

  • Copyright © 2009, Asia Online Pte Ltd

    Emerging & Future Focus

    • Relatively Static Content

    • GUI & User Documentation

    • Relatively Structured and Controlled Content

    • Project Based TEP Process

    • Mandatory

    • SimShip to Key Markets

    • Core Packaging

    • Cyclical & Periodic

    • Increasingly Dynamic Content

    • Broader Corporate & Community Content

    • Unstructured & Informal

    • Continuous Stream Based

    • Essential to Build Customer Loyalty

    • Communication

    • Continuous & Urgent

    Historic Focus

    Corp

    Product Sheets

    Web / User Interface (GUI)

    User Documentation

    User Generated Content

    Support / Knowledge Base

    Communications

    Enterprise Information

    User Documentation

    User Interface

    Products

    Corporate

  • Copyright © 2009, Asia Online Pte LtdCopyright © 2009, Asia Online Pte Ltd

  • Copyright © 2009, Asia Online Pte Ltd

    Machine

    Existing Focus New Markets

    User Generated Content

    Support / Knowledge Base

    Communications

    Enterprise Information

    User Documentation

    User Interface

    Products

    Corporate Corporate Brochures

    Product Brochures

    Software Products

    Manuals / Online Help

    HR / Training / Reports

    2,000

    10,000

    50,000

    200,000

    500,000

    10,000,000

    20,000,000+

    50,000,000+

    Email / IM

    Call Center / Help Desk

    Blogs / Reviews

    Example WordsHuman

    Problem:

    Solution:

    Only 0.5% of what needs to be translated today is being translated due to cost and time constraints. TEP process slow and expensive.

    Machine translation offers a potential boost that could produce “good enough” quality for many applications.

  • Copyright © 2009, Asia Online Pte Ltd

    Customized • Goal is to get a general

    understanding

    • Ge