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Localization In 2010 And Beyond

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Localization In 2010 And Beyond: A Varied Spectrum of Service Models

Localization In 2010 And Beyond: A Varied Spectrum of Service Models

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    Localization In 2010 And Beyond Localization In 2010 And Beyond Presentation Transcript

    • Localization in 2010 and Beyond:  A Varied Spectrum of Service Models  Please note that the audio for this webcast will be streamed. Presented by Paula Shannon Hosted by Roberto Sastre 17 June 2009
    • The Cobbler‘s Song I sit and cobble at slippers and shoon Company confidential – distribution prohibited without permission
    • The Cobbler‘s Song I sit and cobble at slippers and shoon From the rise of sun to  the set of moon Company confidential – distribution prohibited without permission
    • The Cobbler‘s Song I sit and cobble at slippers and shoon From the rise of sun to  the set of moon Cobble and cobble, as best I may  Company confidential – distribution prohibited without permission
    • The Cobbler‘s Song I sit and cobble at slippers and shoon From the rise of sun to  the set of moon Cobble and cobble, as best I may  Cobble all night and cobble all day Company confidential – distribution prohibited without permission
    • The Cobbler‘s Song I sit and cobble at slippers and shoon From the rise of sun to  the set of moon Cobble and cobble, as best I may  Cobble all night and cobble all day And I sing as I cobble this doleful lay… Company confidential – distribution prohibited without permission
    • The Cobbler‘s Song The stouter I cobble, the less I earn Company confidential – distribution prohibited without permission
    • The Cobbler‘s Song The stouter I cobble, the less I earn For the soles  ne’er crack, nor  the uppers turn Company confidential – distribution prohibited without permission
    • The Cobbler‘s Song The stouter I cobble, the less I earn For the soles  ne’er crack, nor  the uppers turn h b k h The better my work, the  less my pay Company confidential – distribution prohibited without permission
    • The Cobbler‘s Song The stouter I cobble, the less I earn For the soles  ne’er crack, nor  the uppers turn h b k h The better my work, the  less my pay But work can only be done one way Company confidential – distribution prohibited without permission
    • The Mozart Effect The issue service industries face is The Mozart Effect, as described by  William Baumol, an economist at New York University* As noted essayist and author, James  Surowiecki puts it, “When Mozart  composed his String Quintet in G Minor (K.  516) in 1787, you needed five people to  perform it—two violinists, two violists and  a cellist.  Today, you still need five people, and,  unless they play really fast, they take about  as long to perform it as musicians did two  centuries ago.  So much for progress.” *Performing Arts: the Economic Dilemma (1966), Baumol and Bowen
    • Baumol’s “Cost Disease” In a range of businesses, such as the car  manufacturing sector  and the retail sector,  workers are continually getting more  productive due to technological  innovations to their tools and equipment.  Company confidential – distribution prohibited without permission
    • Baumol’s “Cost Disease” In a range of businesses, such as the car  manufacturing sector  and the retail sector,  workers are continually getting more  productive due to technological  innovations to their tools and equipment.  In contrast, in some labor‐intensive  sectors that rely heavily on human  interaction or activities, such as nursing,  education, or the performing arts there is  d i h f i h i little or no growth in productivity over  time. As with the Mozart string quartet  example, it takes nurses p , the same amount of time to change a bandage, or  college professors the same amount of  time to mark an essay, in 2006 as it did in  time to mark an essay in 2006 as it did in 1966. Company confidential – distribution prohibited without permission
    • Are We Cobblers or Conductors? Industry Group A Workers are continually getting  more productive due to  technological innovations to their  tools and equipment tools and equipment
    • Are We Cobblers or Conductors? Industry Group A Industry Group B Workers are continually getting  Labor‐intensive sectors that rely  more productive due to  heavily on human interaction or  technological innovations to their  activities, such as education, or the  tools and equipment tools and equipment performing arts where there is little or  performing arts where there is little or no growth in productivity over time
    • Are We Cobblers or Conductors? Industry Group A Industry Group B Workers are continually getting  Labor‐intensive sectors that rely  more productive due to  heavily on human interaction or  technological innovations to their  activities, such as education, or the  tools and equipment tools and equipment performing arts where there is little or  performing arts where there is little or no growth in productivity over time
    • Are We Cobblers or Conductors? Workers are continually getting  Labor‐intensive sectors that rely  more productive due to  heavily on human interaction or  technological innovations to their  activities, such as education, or the  tools and equipment tools and equipment performing arts where there is little or  performing arts where there is little or no growth in productivity over time
    • Airlines, Car Wash, even Lawn Care:   Differentiated Services and Pricing Models
    • What About Pricing Models? We talk about different types of content, but the price is remains,  on average, .22 USD cents per word?* *Common Sense Advisory Company confidential – distribution prohibited without permission
    • What About Pricing Models? We talk about different types of content, but the price is remains,  on average, .22 USD cents per word?* Cheeseburger Cheeseburger, Ch b Cheeseburger. No Coke, Pepsi No Coke Pepsi *Common Sense Advisory Company confidential – distribution prohibited without permission
    • Translation, Edit and Proof – Still Operating Circa 1986? TEP specified  1. An outmoded concept?  Does the  E and P not pre‐date TM systems  p y service and collaborative, cloud  computing? Our current  model Company confidential – distribution prohibited without permission
    • Translation, Edit and Proof – Still Operating Circa 1986? TEP specified  1. An outmoded concept?  Does the  E and P not pre‐date TM systems  p y service and collaborative, cloud  computing? Ambiguous  1. No definition of what we are to  Our current  service  deliver model 2. No standard process to be  description improved upon or re‐engineered Company confidential – distribution prohibited without permission
    • Translation, Edit and Proof – Still Operating Circa 1986? TEP specified  1. An outmoded concept?  Does the  E and P not pre‐date TM systems  p y service and collaborative, cloud  computing? Ambiguous  1. No definition of what we are to  Our current  service  deliver model 2. No standard process to be  description improved upon or re‐engineered Customer   1. Specific Definitions and Quality  specified  specified Levels are Determined (SLA/KPI) Levels are Determined (SLA/KPI) service 2. Process can be Optimized and  Engineered for Improvement Company confidential – distribution prohibited without permission
    • Quality Means “My equirements y q have been met” “Staying on message  “Avoiding  “A idi and on brand” d b d” adverse  outcomes” “That LSPs use the That LSPs use the  resources I dictate”  “Minimizing headaches  on our end” “Consistency I can trust” “C i t I t t” Company confidential – distribution prohibited without permission
    • POLL QUESTION Does your company support various pricing models based on  quality? a. Never; it always needs to be the highest quality b. Sometimes; depending on the content b S ti d di th t t c. Yes; we always employ various pricing models based on defined  levels of quality q y Company confidential – distribution prohibited without permission
    • Most Meaningful KPIs and SLAs are Specific to the Client  and Content Company confidential – distribution prohibited without permission
    • Let’s Get a Few Definitions Straight Company confidential – distribution prohibited without permission
    • Shift Happens ‐ Growth is Migrating  to Developing Nations Reaching 1 Billion Users requires +/‐ 127 languages Connecting 5 Billion Users will necessitate more than 1,000 languages Internet Top Ten Languages English 329 Chinese 159 Spanish 89 1,400,000,000 Japanese 86 1,200,000,000 1,000,000,000 1 000 000 000 German 59 800,000,000 French 56 600,000,000 Portugese 40 400,000,000 200,000,000 200 000 000 Korean 34 0 Uzbek Greek Chinese Arabic Hindi Russian Japanese Korean Marathi Vietnamese Azerbaijani Bhojpuri Malay Amharic Nepali Magahi Haryanyi Fulfulde Spanish Telugu Italian Turkish Urdu Ukrainian Thai Polish Hausa Serbo‐Croatian Sindh Hungarian Chittagonian Madura Bengali Portuguese German Javanese Tamil Malayalam Punjabi Burmese Farsi Pashto Igbo Oromo Assamese Saraiki Zhuang Marwari English French Gujarati Kannada Oriya Romanian Maithili Awadhi Cebuano Czech Chhattisgarhi Deccan Malagasy Belarusan Sunda Yoruba Dutch Indonesian Shona Sinhala Tagalog Italian 31 Arabic 28 Rest of World Languages 203 0 50 100 150 200 250 300 350 Millions of Users Company confidential – distribution prohibited without permission © Lionbridge 2008
    • Plotting Quality and Value of Content CATION QUALITY Advertising & Collateral Customer Education Product PUBLIC and Service Information Mobile Ads Community Generated Content ATIONAL FAQ’s eCommerce User INFORMA Interface Customer Care pp After Sales Support LOWER VALUE HIGHER VALUE Company confidential – distribution prohibited without permission
    • Varied Content Mandates Differentiated Approaches Transaction Cost Marketing Content Streaming Web  Content High Product Updates  and Training  Product, Technical  Materials Solution  S l ti Doc and online  Doc and online Efficiency  Help Demands I18N Initial Product  I iti l P d t Localization Low Translation Cost 1/year Marketable Shelf Life of Content 1/hour
    • “…But Work Can Only Be Done One Way But Work Can Only Be Done One Way”
    • Varied Service Levels – An Example Type A: Basic The following rates are all‐inclusive.  Rates include all file preparation, translation &  editing, recording & project management – Audio is VOIP and does not include dialog  director or post production engineering and QA  Company confidential – distribution prohibited without permission
    • Varied Service Levels – An Example Type A: Basic The following rates are all‐inclusive.  Rates include all file preparation, translation &  editing, recording & project management – Audio is VOIP and does not include dialog  director or post production engineering and QA  Type B: Advanced Type B: Advanced The following rates are all‐inclusive.  Rates include all file preparation, engineering,  desktop publishing, quality assurance and project management.  Audio performed by  talent in a studio and includes post‐production engineer.  Company confidential – distribution prohibited without permission
    • Varied Service Levels – An Example Type A: Basic The following rates are all‐inclusive.  Rates include all file preparation, translation &  editing, recording & project management – Audio is VOIP and does not include dialog  director or post production engineering and QA  Type B: Advanced Type B: Advanced The following rates are all‐inclusive.  Rates include all file preparation, engineering,  desktop publishing, quality assurance and project management.  Audio performed by  talent in a studio and includes post‐production engineer.  Type C: Professional The following rates are all‐inclusive. Rates include  all file preparation, engineering, desktop  all file preparation engineering desktop publishing, testing of compiled application,  quality assurance & LQI checks, DTP Print proofs,  professional voice talent and project  management.   Company confidential – distribution prohibited without permission
    • Hybrid Model – UI, MT & Community Company confidential – distribution prohibited without permission
    • More Content = More Options Microsoft’s View from 2010 On Community  Broad reach to Broad reach to  penetrate new  outreach at  markets effectively lowest cost  for widest  expansion Lower‐cost alternative  Lower‐cost alternative Premium‐ Premium‐ for expanded  level quality  marketplace for targeted  product  product audience Company confidential – distribution prohibited without permission
    • More Content = More Options Microsoft’s View from 2010 On Community  Broad reach to Broad reach to  penetrate new  outreach at  markets effectively lowest cost  for widest  expansion Lower‐cost alternative  Lower‐cost alternative Premium‐ Premium‐ for expanded  level quality  marketplace for targeted  product  product audience Company confidential – distribution prohibited without permission
    • More Content = More Options Microsoft’s View from 2010 On Community  Broad reach to Broad reach to  penetrate new  outreach at  markets effectively lowest cost  for widest  expansion Lower‐cost alternative  Lower‐cost alternative Premium‐ Premium‐ for expanded  level quality  marketplace for targeted  product  product audience Company confidential – distribution prohibited without permission
    • Company confidential – distribution prohibited without permission
    • Current Localization Cost Model Traditional Premium localization cost breakdown ~60% 60% ~25% ~15% Translation Copy Editing Proof Logoport LTB 95% Average Quality Company confidential – distribution prohibited without permission
    • Current Localization Cost Model Traditional Premium localization cost breakdown ~60% 60% ~25% ~15% Translation Copy Editing Proof Logoport LTB 95% Average Quality • What % of quality comes straight from translators? • What % gets improved via each of the post‐translation steps? Company confidential – distribution prohibited without permission
    • Basic Pilot #2 MT Post‐editing + Tools Average to Good Translators + Tools 50% of cost 50% of cost MT MT Post‐Editing LTB Logoport 50% A Q lit ? 50% Average Quality? Company confidential – distribution prohibited without permission
    • Basic Pilot #2 MT Post‐editing + Tools Average to Good Translators + Tools 50% of cost 50% of cost MT MT Post‐Editing LTB Logoport 50% A Q lit ? 50% Average Quality? • Use of MT as baseline for Basic loc • LTB will post‐process files and identify/flag strings with highest probability of  wrong MT translation (based on experience + statistics) • Must cut 50% of costs and reach 50% of quality (to be tested/proven in during Must cut 50% of costs and reach 50% of quality (to be tested/proven in during  pilot) Company confidential – distribution prohibited without permission
    • Value Pilot #1 Direct Translation + Tools Good (not great) Translators + Tools 70% of cost MT Translation LTB Logoport 70% Average Quality? Company confidential – distribution prohibited without permission
    • Value Pilot #1 Direct Translation + Tools Good (not great) Translators + Tools 70% of cost MT Translation LTB Logoport 70% Average Quality? • By using only translators + tools, we can eliminate 2 steps in process l l l l • Probably can cut costs by 30% and still maintain >=70% of quality (to be  tested/proven during pilot) • Perform a LQA to measure the Quality Company confidential – distribution prohibited without permission
    • Cobblers and Conductors Company confidential – distribution prohibited without permission
    • Service Oriented Architecture &  Components for Enhanced Connectivity A Symphony of Service Models Language  Global  Quality Mgt. Quality Mgt. Computer  Branding Assisted Community TM Models M d l Crowdsourcing Asset &  Global Search  Global Search MT Terminology  Relevancy Mgt. Human  Human Translation Authoring Company confidential – distribution prohibited without permission
    • Knowledge Center www.lionbridge.com Download White Papers • Building Stronger Brands Around the World: A  Guide to Effective Global Marketing • Strengthening Global Brands: Key Steps for  Meaningful Communications around the World • Building a Global Web Strategy: Best Practices  for Developing your International Online Brand for Developing your International Online Brand View Webinars • Web Globalization Trends to Watch • The Art and Science of Global Navigation • The Best Global Web Sites (and Why) Company confidential – distribution prohibited without permission