Software i18n & L10n Products and Services - Localization … · 2019-09-24 · Fast growing Asian...

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Copyright © 2009, Asia Online Pte Ltd Copyright © 2009, Asia Online Pte Ltd Localization Technology Roundtable Kirti Vashee [email protected]

Transcript of Software i18n & L10n Products and Services - Localization … · 2019-09-24 · Fast growing Asian...

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

Localization Technology Roundtable

Kirti Vashee – [email protected]

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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

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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

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0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

20

09

20

10

20

11

20

12

20

13

20

14

20

15

20

16

20

17

20

18

20

19

20

20

Total Exabytes of Information

Source: IDC Digital Universe Study, May 2010

2009 = 800 Million Petabytes1 PB = 1,000,000 GB

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

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More content will be translated than ever beforeBy 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

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The Impact of User Generated Content70% 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

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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

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Evolution from the G7 to the G20 WorldFast 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 2015LabBrand: China is the biggest luxury market opportunity in a generationMcKinsey: 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

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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

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Corp

Product Sheets

Web / User Interface (GUI)

User Documentation

Low Volume, Static Content

Product PackagingBasic MarketingBasic Web Content

Project Management

Cost MinimizationTEP Production ModesLimited Automation

The Target Customer Localization Departments, Marketing Support

Production Model TEP (Translate > Edit > Proof)

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

Key Objectives SimShip, Customer Quality Acceptance

Content Volatility Relatively Static, Linked to Product Updates

Integration with CustomerSystems

Little if ever (CMS)

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• Real Time Search & Find Mode

• Information acquired as needed

• Comprehensive & dynamic knowledge base

• Continuously Updated

• Static ReferenceMaterial

• 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

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• 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

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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

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Machine

Existing FocusNew Markets

User Generated Content

Support / Knowledge Base

Communications

Enterprise Information

User Documentation

User Interface

Products

CorporateCorporate 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.

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Customized• Goal is to get a general

understanding

• Generic systems that are built from public domain data

• Basic quality translation but intended for wide applicability

• Focus = Broad but shallow

• Google, Babelfish, MSN Live and other free sites

• Quality is only for gisting and general understanding

• One size fits all

• Loss of ownership

• Privacy

• Limits to volume

• Black Box

• Goal is to produce near-human quality

• Tuned for the language style and domain of a single customer

• Built with customer data

• Much higher accuracy and translation quality

• Focus = Narrow but deep

• Optimized for a specific customer defined domain

• Matched to a specific purpose

• Quality can be publication ready

• Secure data, private system

• No volume limits

• Complete Control and Openness

General Purpose

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Data Cleaning

Data Preparation

Data Collections

Training

Fine Tuning

Original Translation Sources

Translate

QualityAssurance

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• High volume, high quality translation memories• Rich Glossaries• Large volumes of high quality monolingual data

• Some high quality translation memories• Some high quality monolingual data• Glossaries

• Limited high quality translation memories• Some high quality monolingual data• Glossaries

• Limited high quality monolingual data• Glossaries

• Limited high quality monolingual data

Entry PointsYou can start your custom engine with just monolingual data improving over time as data becomes available.Data can come from post editing feedback on initial custom engine.Quality constantly improves

1

2

3

4

5

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Correct

Mistranslation

Syntax/Grammar

Terminology

Spelling

Punctuation

Initial System

Spelling and Terminology

Human Feedback

Targeted Corrections of Bad Learning

Correct

Correct

Correct

Correct

Key

Human Feedback can raise the raw output to previously unseen quality levels

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Initial System put into production

All users allowed to suggest changes which goes through vetting process

Changes are collected and added to initial corpus to drive continuous retraining

Trained Internal Experts begin initial clean up and correction process

Expert Users also allowed to make changes

Engine Learning Iteration1 2 543 6

Publication Quality Target

Post Editing Effort

Qu

alit

y

Raw MT Quality

Post-editing effort and cost can be managed by improving the quality and performance of the MT engine via corrective linguistic feedback

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• Continuous Evolution Translation Systems

• Integration with content creation and content management tools

• Better standards to facilitate flow and data interchange

• Tighter integration into corporate business systems

The Global CustomerContinuous Improvement MT

Engines

Content Management

BlogsCRM

Biz Intelligence

Sales / MarketingProduct

Management

Customer Support

TMSECMBPM

CRMEmail

IM

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Assisted Self-ServiceCommunities

Source: Consortium for Service Innovation

Customer Exceptions

Community ConversationsKnowledge Base

Web Portal User Initiated Web GroupsSupport Center

ProductManagement

Development/Engineering

1X

10X 30X

Page 23: Software i18n & L10n Products and Services - Localization … · 2019-09-24 · Fast growing Asian economies and BRICI offer the fastest growing global market opportunities and could

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2%

93%

5%

2,895,302Customer interactions

Jul-Sep 07FY08Q2

60%

37%

3%

6,609,817Customer interactions

Jul-Sep 08 FY09Q2

71%

27%

2%

8,002,883Customer interactions

Apr-Jun 09 FY10Q1

Introduction

Community activity

Self-service activity

Assisted – new case activity

Cisco Hewlett-Packard Microsoft Oracle Symantec Yahoo! Dell Apple Intuit Mentor Graphics Novell VeriSign Deutsche Bank RIM Alcatel BMC

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Copyright © 2009, Asia Online Pte Ltd Source: Consortium for Service Innovation

Self-Service Support100,000 @ $10/exception

Community Support300,000 @ $1/exception?90-95% of

Activity

5-9%Activity

1-3%Activity

Indirect Support

Direct Support

Assisted Support 10,000 @ $250/case

Corporate Investment and focus

CustomerInteractions

95%Activity

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"We are called to be architects of the future, not its victims.“

Buckminster Fuller (July 12, 1895 – July 1, 1983)

- American architect, author, designer, inventor, futurist and one of the key innovators of the 20th century.

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Kirti Vashee – [email protected]

Follow Me on Twitter: @kvashee

Join the Automated Language Translation Group in LinkedIn

www.kv-emptypages.blogspot.com

Localization Technology Roundtable