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1 Localisation Consultants Ltd.Adapt
Reinhard Schäler, ADAPT Localisation Consultants Ltd.
New Media Localisation
3 Localisation Consultants Ltd.Adapt
Background
• EU’s IST Programme
• From Language Engineering (LE) to Human Language Technologies (HLT)
• A mandate (by industry) for the European Commission (EC)
CALL Centres Advanced Communications E-Commerce Localisation
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The LingLink Study
• Interviews - research - feedbackLISA GA Madrid
• Executive round table review and validation of preliminary resultsSLIG ‘98
• Micro study phase and review• Presentation / Publication
Launch of IST Programme
August ‘98
8 October ‘98
December ‘98
Identify business areas that are promising for LE R&D over the next five years, to pave the way for calls for proposals
in the Fifth Framework Programme.
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The study• A strategic assessment of the localisation
industry– not a market survey
• Needs and potential– in relation to HLT and the IST Programme
• Focus– digital content and multimedia applications
• Client– European Commission
• Source– analysis of 3rd party research and – interviews with industry leaders
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The localisation industry isthe catalyst for the inclusive,
multilingual information society.
“Any language that is not captured in this electronic world
will soon become obsolete.”David Brooks, Director International Product Strategy, Microsoft
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Human Language Technologies (HLT)
Multilingual Software = Multilingual Information Society
Preservation oflinguistic diversitycultural heritage
Development ofbusiness growth
competitive advantage
Inclusionof all countries and sections of society
in the Global Village
Political focus Business focus
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Report overview
• Clarification of concepts• Aspects of localisation
• origins• main players• business models and trends• rationale
• A tidal wave of change• Recommendations
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Concepts
If one day software applications were truly internationalised, localisation could be reduced to a
simple, straighforward translation job.
Localisation fixes problems.Localisation fixes problems.
A business strategy addressing issues such as world-wide
marketing, sales and support.
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Aspects of Aspects of localisationlocalisation
origins
main players
business models and trends
rationaleWhat we see is just the tip of the iceberg.
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The world-wide IT Market
$317B42%USA
$127B16%
Japan
$106B14%ROW
$210B28%
Europe
Source: NSD
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Who is localising?
Everyone is localising nowadays - a simple translation is not good enough anymore.
Pictograms and textual representations are coming more to
the fore.Software companies are the pioneers,but everyone will have to come this way
eventually.Geoffrey Kingscott (1998)
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The business of computing (hardware, software,
services), communications (telephony, cable, satellite), and
content (publishing, entertainment, advertising)are collapsing to create a new industry sector.
This new media industry is the engine
of the new economy and will be critical to leading a
successful transition. The rise of this new sector and
the transformation of corresponding markets is
forcing every company to rethink its very existence...Don Tapscott
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Media Telecom Computer
transportnetwork operators
enduser technologieshardware/software
ConvergenceConvergence
Media
Telecommunications
Computer
Media Industry
content productioncontent packaging
Source:The content challenge
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L10NL10NITITFramework for convergence
Multilingual aspects of convergence
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LocalisationVectors of scalability and Vectors of scalability and
growthgrowth
Content
Europe
Documents
Manuals
Asia
Global
CD-ROM
Online
Pure Internet-based
GeneralTechnical
AnyContent
Idea: Roger Jeantry, IC
Geography / Languages
Medium of delivery
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LocalisationThe provision of services and technologiesfor the management of multilingualityacross the global information flow.
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The problem withThe problem withcollaborativecollaborative
EC-funded R&DEC-funded R&D
Industrydoes not always see the relevance and pay-off
Universities and researchersare not market driven
European citizenshave not noticed what is going on ...
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The underlying reason ?
• Collaborativemission critical and core technologies are highly confidential
• ECbureaucracies cannot respond adequately to fast changing needs and requirements
• Funded European R&DHeterogenous consortia spend much time on achieving consensus, high overheads, many projects-low budgets
Changes are imperative.Changes are imperative.
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A solution: building the R&D support infrastructure
HLT in EuropeBusiness and EC-funded HLT
Driving innovation & providing an infrastructure
Linguistic resourcesWorkflowClimate
Education & training
Core product developmentLeading edge technologies
Competitive advantageBuy-in
The inclusive information society
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Solution: building an R&D support infrastructure
HLT and Localisation
European Linguistic Resources
Workflows
Climatic change
Training and education
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ActionActionProcesses and workflows
Cultural issues
Working globally
Tools access & adaptation
Linguistic resources
Internationalisation
Standards and formats
Voice translation
Internet
Electronic content
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Machine translationMachine translation
Human translationHuman translation
The futureuse of translation technology
Value of information Type of information
High
Medium
Low
Either mission critical or creativeTo be read or referenced
Accuracy and presentationBrochures, user interface etc.
Mass volume of materialBetter than gisting: it has to be accurate
Manuals, EC laws and regulationsCADCAM documents
Non-mission criticalInformation glot, gisting market
‘Article on Picasso written in Japanese’
Information that wantsInformation that wantsto be translatedto be translated
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Move 1: Tools moving to higher value translation.Move 2: More information that wants to be translated.
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Web Localisation
ContentsVolume
VarietyDynamism
StrategyPricing
Branding
Channels
ToolsCurrencyTax
Management
Multilingual search engines
Translation
Culture
Europe’s leading edge
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…the need to handle, control and translate large amounts of text into a variety of languages within a time limit, within a tight budget and according to strict quality guidelines as well as the need to adapt - not just to translate - products to the culture and locale of the target market.
IT provides the framework for the convergence of these activities. The localisation industry provides the framework for the convergence of the multilingual aspects of these activities. Localisation is becoming the catalyst for electronic multilingual production and publishing.
On the background of these developments, the concept of localisation is being redefined as the provision of services and technologies for the management of multilinguality “across the global information flow”.
Timely and cost-effective delivery of high quality digital content to the global market place has become a major growth area for the localisation industry, which has opened this relatively narrow industry to a wider range of players.
Conclusions
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Contacts
WEB SITESLRC http://lrc.ucd.ie
HLT Central http://www.linglink.lu/
Adapt Localisation Consultants Ltd., Roebuck CastleUCD, Belfield, Dublin 4, IRELAND
Tel +353-1-7067898, Fax +353-1-2830669email [email protected]
Reinhard Schäler