Ubiquity, Mobility, and Immediacy

Paula Shannon Carla HurdPeter Smith Salim Roukos

Megatrends as the Catalyst for the Language Industry to Evolve

“The information superhighway is about the global movement of weightless bits at the speed of light. As one industry after another looks at itself in the mirror and asks about its future in a digital world, that future is driven almost 100 percent by the ability of that company's product or services to be rendered in digital form.” - Nicholas Negroponte

Ubiquity the state or capacity of being everywhere, esp. at the same time; omnipresence

Adam Greenfield - EverywareLoc World Berlin - 2010

“Adam Greenfield, Head of design direction for service and user-interface design at Nokia”

ALL Content Delivered to us WHERE we are and HOW and WHEN we want it

“In Everyware, all the information we now look to our phones or Web browsers to provide becomes accessible from just about anywhere, at any time, and is delivered in a manner appropriate to our Location and Context.”

Ubiquity Immediacy

Mobility

Ubiquity and the Next 4 Billion

Market Size and Business Strategy at the base of the Pyramid

20 Years to get the First Billion1 year to get the Fourth Billion

Data from Wireless Intelligence

“Billions of people will have joined the Internet who don’t speak English. They won’t think of these things as “phones either - these devices will simply be lenses on the online world.”

- Susan Crawford, founder of OneWebDay and ICANN Board Member

The Power of Ubiquity – Masses vs. Classes

"Well-intentioned standards bodies and departments of justice can do their best, but at the end of the day, volume deployment is the only setter of standards. Ubiquity trumps policy, just about every time.”

– -Sun Microsystems CEO Jonathan Schwartz

Millions of Users

The Next Billion – The Long Tail of Language

Reaching 1 Billion Users requires +/- 127 languagesConnecting Next 4 Billion Users requires more than 1,000 languages

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© Lionbridge 2008

The “Long Tail of Language” in ActionMicrosoft’s Local Language Program

Carla HurdSenior Program Manager, Microsoft CorporationPublic Sector Engagement, Local Language Program

LLP Teams on the Ground in South Africa

12

Local Language ProgramVideo

13

LLP

LocWorld, Seattle, WA

October 8, 2010

Carla Hurd, Senior Program Manager

carlap@microsoft.com

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LLP Overview

History• Created: March 2003• Teams: Windows, Office, Visual Studio,

Language Services, Public Sector (LLP)

Purpose• Provide a collaboration platform for Microsoft, local governments, language authorities,

universities, and local partners• Orchestrate cross group collaboration for language efforts across Microsoft• Provide access to technology for our customers!• Allow customers to reach their full potential• Bridge the digital divide and create IT opportunities

LLP Mission

A global initiative to provide depth and breadth of language solutions for software

and services to develop the local technology ecosystem to:

• Bridge the digital divide;

• Preserve and promote language and culture;

• Enhance the local customer experience.

Access to Technology

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Microsoft’s Language Efforts

• Language Interface Packs (LIPs)• Captioned Language Interface Packs (CLIPs)

– Currently available are 360 downloads in over 81 languages– Newest Microsoft releases:

• 59 LIPs each for Windows7 and Office 2010• 14 new language additions for Visual Studio 2010

– More than 1.7 million words in the user interface required for localization– 4.7 million words in user assistance files required for localization.

• Glossary Development- Sharing our Microsoft IT Terminology with governments

- Microsoft Language Portal – Microsoft Community Terminology Forum (MCTF)• Public download of thousands of IT terms in TBX format for over 90 languages

• MSDN (Microsoft Developers Network)

Visual Studio Translation Wiki– Smart and secured online internet solution

combining Machine Translation, Translation

Memory and Community contributions to

produce full localization of VS documentation– 22 Million words– Brazilian Portuguese, New for Visual Studio 2010: Brazilian Portuguese, Arabic, Czech,

Turkish

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Local Language Program (Win, Ofc, VS)Worldwide Language Coverage Map

1.7 Billion Speakers Reached

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LLP: Languages by Locale (85 Total)Windows, Office, Visual Studio - all LIP & CLIP versions to date

Afrikaans (South Africa) Albanian (Albania) Alsace (France) Amharic (Ethiopia) Arabic (Middle East – multiple countries)

* Armenian (Armenia) Assamese (India) Azeri (Azerbaijan) Basque (Spain) Bengali – Bangladesh (Bangladesh) Bengali – India (India) Bosnian – Cyrillic, Bosnia & Herzegovina

(Bosnia & Herzegovina) Bosnian - Latin (Bosnia & Herzegovina) Breton (France) Bulgarian (Bulgaria) Catalan (Spain) Croatian (Croatia) Czech (Czech Republic) * Dari (Afghanistan) Estonian (Estonia) Filipino (Philippines) Galician (Spain) Georgian (Georgia) Greek (Greece) * Gujarati (India) Hausa (Nigeria) Hebrew (Israel) *

Hindi (India) * Hungarian (Hungary) * Icelandic (Iceland) Igbo (Nigeria) Indonesian (Indonesia) Inuktitut (Canada) Irish (Ireland) isiXhosa (South Africa) isiZulu (South Africa) Kannada (India) Kazakh (Kazakhstan) Khmer (Cambodia) Kiswahili (Kenya) Konkani (India) Kyrgyz (Kyrgyzstan) Lao (Laos) Latvian (Latvia) Lithuanian (Lithuania) Luxembourgish (Luxembourg) Macedonian (FYRO Macedonia) Malay - Brunei Darussalam (Brunei) Malay – Malaysia (Malaysia) ** Malayalam (India) Maltese (Malta) Maori (New Zealand) Marathi (India) Mongolian – Cyrillic (Mongolia) Nepali (Nepal)

Norwegian –Nynorsk (Norway) Oriya (India) ** Pashto (Afghanistan) Persian (Iran) Polish (Poland) * Punjabi (India) Quechua (Peru) Romanian (Romania) Romansh (Switzerland) Serbian – Cyrillic (Serbia & Montenegro) Serbian – Latin (Serbia & Montenegro) Sesotho sa Leboa (South Africa) Setswana - Tswana (South Africa) Sinhala (Sri Lanka) Slovak (Slovakia) Spanish (Spain) Spanish (Chile) Tamil (India) ** Tatar (Russia) Telugu (India) Thai (Thailand) * Turkish (Turkey) * Turkmen (Turkmenistan) Ukrainian (Ukraine) Urdu (Pakistan) Uzbek (Uzbekistan) Valencian (Spain) Vietnamese (Vietnam) Welsh (United Kingdom) Yoruba (Nigeria)* Indicates Visual Studio only LLP languages

** Indicates Visual Studio, Windows and Office LLP Languages

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Microsoft Commercial Languages by Locale

Arabic (Middle East – multiple

countries) Chinese – Simplified (China) Chinese – Traditional (China) Chinese – Traditional (Hong

Kong) Chinese – Traditional

(Taiwan) Croatian (Croatia) Czech (Czech Republic) Danish (Denmark) Dutch (Netherlands) English (US) Estonian (Estonia) Finnish (Finland) French (France) German (Germany) Greek (Greece) Hebrew (Israel) Hindi (India) Hungarian (Hungary) Italian (Italy) Japanese (Japan)

Kazakh (Kazakhstan) Korean (South Korea) Latvian (Latvia) Lithuanian (Lithuania) Norwegian (Norway) Polish (Poland) Portuguese (Brazil) Portuguese (Portugal) Romanian (Romania) Russian (Russia) Serbian (Serbia) Slovak (Slovakia) Slovenian (Slovenian) Spanish (Spain) Swedish (Sweden) Thai (Thailand) Turkish (Turkey) Ukrainian (Ukraine)

Chinese – Simplified (China)

Chinese – Traditional (China)

English (US) French (France) German (Germany) Italian (Italy) Korean (South Korea) Japanese (Japan) Russian (Russia) Spanish (Spain)

Windows & Office (36) Visual Studio (10)

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Worldwide Commercial Language Coverage Map (36)Languages by Locale (Windows, Office & Visual Studio)

2.3 Billion Speakers Reached Worldwide4 Billion Speakers Reached Worldwide

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Microsoft Worldwide LLP Potential Reach

Over 4 Billion Speakers*

112 Languages

*Data source: Ethnologue.com 9/30/10

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The Challenge

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How do you choose?

• ROI - Establish structured, quantifiable methodology:• Consistent metrics across regions and languages• Consistent across LLP stakeholders (Windows,

Office, VS…)• Consistent across existing and new languages

• Combine multiple perspectives:• Proactive – analytical, critical• Reactive – inclusive of the voice from MS offices

worldwide

• Look at existing and potential new languages

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Considerations

• Microsoft subsidiary engagement• Government revitalization efforts• Government procurement preference/mandates• Emerging markets/Growth potential• Media content saturation• Internet connectivity• PC penetration• Availability of qualified moderators & translators• Cost• Time to market• Competition

Note: no particular priority order above

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Existing languages: categorization

Maintain support

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Potential new languages: an analytical approach

Goal to identify next wave of new markets: addressable market and potential impact

Analysis:

• Languages with >= 3M speakers and UN official language status: 273

• Special focus on specific markets• Technical barriers disqualify some languages • Further refine analysis

LLP:

• Legacy requests• External pressures (competition, mandates/laws)• Geo Political concerns

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Questions?Resources• Microsoft Local Language Program:

http://www.microsoft.com/LLP

• Microsoft Language Portal Microsoft Technology Community Forumhttp://www.microsoft.com/languagehttp://www.microsoft.com/language/mtcf/mtcf_default.aspx

• Office LIP Downloads Language Interface Pack downloads for Officehttp://office.microsoft.com/en-us/downloads/HA011133501033.aspx

• Windows LIP Downloads Language Interface Pack downloads for Windowshttp://windows.microsoft.com/en-US/windows/downloads/languages

• CLIP downloads Captioned Language Interface Packs for Office and Visual Studiohttp://office.microsoft.com/en-us/help/HA102898431033.aspx

• Ethnologue Language Referencehttp://www.ethnologue.com

New Language Requests or Inquiries?Contact your local Microsoft office who can represent the request

LLP Program Manager – Carla Hurd carlap@microsoft.com

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Appendix

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Translation

  Estimated Total number of words

Windows 7 New Language:400,000 UI words to translate50,000 UALegacy Language:100,000 new UI words to translate20,000 updated UI25,000 new UA 25,000 updated UA

Office 14 New Language:410,000 UI words to translate20,000 UA (UA is done in certain languages only)Legacy Language:130,000 UI words to translate20,000 UA (UA is done in certain languages only)

mo·bil·i·ty (m-bl-t) n.

1. The quality or state of being mobile.

2. The movement of people, as from one social group, class, or level to another

Communication as a Basic Human needUbiquity, Mobility, Security: The Future of the Internet By Harrison Rainie, Janna Quitney Anderson, Lee Rainie

The Perspective from the Base of the Pyramid

In “The Bottom Billion,” it was found that as a family’s income grows – from $1 a day to $4, for instance – additional spending on telecommunications is the first consideration in finding a way to leverage even more success.”

At the base of the world’s population pyramid (BOP) people are buying

phones and airtime.

In 2005, a London Business School Study reported that for every additional 10 mobile phones per 100 people, a country’s gross domestic product increased by ½%

3G Powering Growth in ChinaJumping past “just voice and text”

The release of 3G licenses in China is spurring a wireless data boom, with national revenues from such services rising by 18.95% in 2009 and nearly doubling from 2008 to 2013.

China market: 3G users top 10 million at end of 2009, says MIIT (Dec 25)

im·media·cy (i mē dē ə sē) - noun′

1. the quality or condition of being immediate; esp., direct pertinence or relevance to the present time, place, purpose, etc.

Blogging, Posts, Chat, online reporting, Public Forums, and Communities

ImmediacyContent available instantly more valuable than quality content?.

Content NOW…Based on Context and Location

Everything is “on demand”

“And businesses need to get used to it, because the Good Enough revolution has only just begun.” – Robert Capps

Demand for real-time communication drives Renewed MT interest

Access to Any Information Independent of Language

“The language barrier is really a very big problem for communication. That's especially true for someone who speaks a language where just a small percentage of the information out there is available in that language. A language like Arabic -- where 1% of the information on the Web is in Arabic -- those people would have very limited access to information out there. The idea is, can we with the help of technology and machine translation -- can we break down the language barrier? So that anyone can access any information -- any text out there -- independent of the language.”

-Franz Josef Och, Google

Enterprise Multilingual Communication For ALL Content Real Time Solutions Complement Business Time Services

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Business Time Real Time

Lionbridge Real Time Multilingual

Communications

Lionbridge Integrated

Translation Solutions

Immediacy SDL and Automated Translation

Peter SmithJoint CEO – Language ServicesSDL

Content growth

• From 2005 to 2010 information created per year has grown 5 fold

• In the next 5 years digital information will grow 10 fold• The Internet has tripled the amount of text read by people• In 2009 on average every US citizen received 12.5GB worth

of text, equivalent to 12 pick-up trucks filled with books

Only 30% of content on the internet is English

Wikipedia only 20% content is English

33% - 69% of end-users unable to use English software

80% of purchasers more likely to buy a product (both client and server) if it and supporting documents are in local language

Doc Management

Content type

Utility

Quality

User ForumsEmail Support

FAQ

Advertising

Product Alerts

Product Documentation

User Reviews

Software User Interface

Email

Instant Messaging

SEO Tags

Knowledge Base

HR Documents

Task-Driven

Man

ag

ed

Bra

nd

ing Marketing Content

Publisher Content

Chat

Blogs

Domain Specific: Marketing

YouTube

Newsletters

Wiki

Web Content

Twitter/Facebook

The Future of global content

End-to-end process: managing content

Writing high-quality source content and preparing for translation

Global

Authoring

A database of everything that has been writtenand translated before and can be reused

Translation

Memory

Storing key brand terminology in one central location for all to access

Terminology

Management

Web Content

Storing and managing content in a location where it can be accessed and reused

Product Content

Content

Management

Managing the process of deliveringmultilingual content, centralizing translation memories and sharing with translators

Central Store of Multilingual Content

Translation

Management

Providing an instant translation from a machine. Either to give an understanding of the meaning or combine with people for high-quality output

Automated

Translation

Doc Management

Process, technology and people

User ForumsEmail Support

FAQ

Advertising

Product Alerts

Product Documentation

User Reviews

Software User Interface

Email

Instant Messaging

SEO Tags

Knowledge Base

HR Documents

Marketing ContentPublisher Content

Chat

Blogs

Domain Specific: Marketing

YouTube

Newsletters

Wiki

Web Content

Twitter/Facebook2/3

5

TrustScoreTM

TM Backed human translation

Publishable real-time translation

Post-edited machine translation

Real-time translation

Immediacy IBM and Real Time Multilingual Communication

Salim RoukosSr. Manager, Multilingual NLP TechnologiesCTO Translation TechnologiesIBM

Megatrends in Action

Ubiquity – Digital Content will Continue to grow Exponentially and “Good Enough”

Mobility – The Next 4 Billion will drive the Long Tail of Language and Create Opportunities for the Global Multilingual Worker

Immediacy – will drive the demand for Advanced Language technology and require thecommercially viable deployment of integrated MT and TM/MT

White paper on the Intranet: www.lionbridge.com