Post on 09-Aug-2020
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
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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:
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
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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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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 – kirti.vashee@asiaonline.net
Follow Me on Twitter: @kvashee
Join the Automated Language Translation Group in LinkedIn
www.kv-emptypages.blogspot.com
Localization Technology Roundtable