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Solving the Global Communication Challenge

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Originally a live, one-hour webcast, Kevin Perry discussed how organizations can address the global communication challenge and the pros and cons of automated translation. Additionally, Lionbridge …

Originally a live, one-hour webcast, Kevin Perry discussed how organizations can address the global communication challenge and the pros and cons of automated translation. Additionally, Lionbridge presented the current developments of the Real-Time Translation platform with a live demo and question/answer session.

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  • Lionbridge is a $400 million company.Our core business is translation and adaptation of software products and web content for international markets. (give blackberry and/or Microsoft office example). Our activity focuses on software interfaces and web content. Very little of our business is print. To deliver complex global programs for clients like Microsoft and Google, we use a network of independent translators around the world who are not our employees that we can pay on an as needed basis. This gives us flexibility in our cost of goods sold because we only pay translators when we need them. Our 4300 employees focus on the value added work - taking the raw translation and adapting that user interface so that the software and content function appropriately in local language. So our employees are focused on engineering, testing and managing the programs across as many as 100 languages concurrently. That is the value add that our clients pay for.We also have a technology platform to make the process more efficient. I will get into details of that technology shortly but the core component of our technology is a web data base that allows us to reuse previously translated client content. So we aren’t paying translators for content that has already been translated before. This helps drive efficiency. Our technology is also one of the reasons we enjoy such strong recurring relationships with clients. In fact, more than 80 percent of our clients have been giving us work every quarter for 12 consecutive quarters or longer. The three things to know about Lionbridge – market leadership in translation, recurring relationships with blue chip customers and a flexible technology-driven business model.

Transcript

  • 1. Solving the Global Communication Challenge
    Presented by Lionbridge & IBM
    Join the conversation on twitter
    #LIOX @Lionbridge
    September 2010
  • 2. Housekeeping
    Disable pop-up blockers (recommended)
    ‘Help’ button on the webinar console or http://webcast.on24.com/clients/help/index.html
    Request slides: webinars@lionbridge.com
    ‘Question’ box in lower left corner
    Follow-up email with link to on-demand recording
  • 3. Introductions
    Kevin Perry
    Vice President of Real Time Translation Technology
    Kevin.Perry@lionbridge.com
    • Kevin Perry is responsible for driving the go-to-market, strategic planning, business strategy and business development for the real time translation business unit.
    • 4. Over his six year tenure at Lionbridge, he has had various sales and sale management roles with performance record of producing value, generating sustainable sales success, and delivering measurable results of revenue and profitability.
    SalimRoukos
    Sr. Manager, Multilingual NLP Technologies & CTO, Translation Technologies IBM T.J. Watson Research
    roukos@us.ibm.com
    • SalimRoukos’ research areas at IBM Research have been in statistical machine translation (SMT), information extraction, statistical parsing and statistical language understanding for conversational systems.
    • 5. PI on the DARPA GALE project
    • 6. led the group that created IBM's ViaVoice Telephony product, the first commercial software to support full natural language understanding for dialog systems in 2000, and more recently the first SMT product for Arabic-English translation in 2003.
  • Lionbridge Snapshot
    $400M Leader in Translation, Testing and Development
    Global Scale
    Market Leadership
    4,200 employees 26 countries
    • 1,900 offshore employees
    • 7. 85,000+ third party, mobile and at home workers
    Leader in $14B services industry
    • Translation and adaptation of productsand content for international markets
    Cloud Technology Platform
    Loyal, Global Clients
    ‘Crowd-in-the-Cloud’
    • Industry leading technology
    • 8. Drives efficiency
    • 9. Improves productivity
    Recurring relationships with 500+ global clients
    • 80% of revenue comes from recurring clients
    • 10. 12 of the Fortune 20 companies are client
  • IBM Research Snapshot
    Leading the Charge in Real-Time Translation
    NISC acquisition – HLT solutions for Intelligence community
    GALE IOD operational with 15 engines
    DARPA TRANSTAC- to develop S2S on laptop & handheld
    1st enterprise LMT product - WebSphere Translation Server. Supported 5 languages
    Began work on Linguistic Machine Translation (LMT)
    based on slot grammars
    n.Fluent launched in IBM with 11 SMT language pairs
    DARPA GALE - to develop SMT for both written and spoken Arabic and Chinese
    STST on Android for DARPA TRANSTAC
    MASTOR project started with DARPA funding
    Humanitarian donation of STST to US DoD to support communication in Iraq
    Participated in LMT-based international cooperation on MT
    MASTOR FOAK with DHS (MSA-Chinese border patrol)
    Delivered QRC for 160 STST units to Sequoyah
    1st customer SMT solution (Arabic-English)
    2001
    2003
    2005
    2007
    1994
    1990
    1984
    2009
    2002
    2004
    2006
    2000
    1988
    2008
    2010
    DARPA CAST- prototype S2S on laptop & handheld
    IBM leads GALE Rosetta Consortium to define SMT standards & tools
    IBM ranked top by NIST for Arabic-English SMT
    Lionbridge to commercialize RTTS in SaaS offering
    GALE IOD operational with 7 engines
    Pioneered effort in SMT
    DARPA TIDES - to develop SMT for Arabic and Chinese
    1st S2S translator (MASTOR) on handheld device
    Delivered donation of 1000 STST units and 10000 SW licenses
    RTTS initiative -Innovation Jam 2006
    Released V2 WebSphere Translation Server Added 4 langs
    IBM eSupport web site launched with RTTS translation
    WTS – Rules based
    SMT – Text-to-Text
    MASTOR – Speech-to-Speech
    RTTS – UIMA platform
    1st commercial deployment of TALES (Arabic-English)
  • 11. Poll Question:
    What do you consider your organizations biggest Global Communication Challenge?
    • Communication within your global organization
    • 12. Technical/e-support (Knowledge base and Help Desk IM Chat support)
    • 13. Communicating your brand globally
    • 14. Social Media
  • Global Megatrends Shaping How We LiveUbiquity, Mobility & Immediacy
    Ubiquity Exploding amounts of professional and user-generated content demand single-click translation solutions
  • 15. Global Megatrends Shaping How We LiveUbiquity, Mobility & Immediacy
    Ubiquity Exploding amounts of professional and user-generated content demand single-click translation solutions
    MobilityThe Mobile, global worker demands the global availability they enjoy in their untethered personal lives
  • 16. Global Megatrends Shaping How We LiveUbiquity, Mobility & Immediacy
    Ubiquity Exploding amounts of professional and user-generated content demand single-click translation solutions
    MobilityThe Mobile, Global Worker demands the global availability they enjoy in their untethered personal lives
    Immediacy The world has transitioned from episodic ‘business time’ to instantaneous ‘consumer time’
  • 17. Current Solutions don’t address the global real-time challenge
    Our life is instantaneous, why should languge be any different?
    High
    Solution Efficiency Demands
    Single Event Efforts
    Episodic Product
    Low
    Marketable Shelf Lifeof Content
    1/Month
    1/Second
  • 18. Current Solutions don’t address the global real-time challenge
    Our life is instantaneous, why should languge be any different?
    High
    Date-Specific Frequent Content Drops
    Marketing Material
    Solution Efficiency Demands
    Single Event Efforts
    Episodic Product
    Low
    Marketable Shelf Lifeof Content
    1/Month
    1/Second
  • 19. Current Solutions don’t address the global real-time challenge
    Our life is instantaneous, why should languge be any different?
    High
    Continuous Updates
    Online Ads
    Date-Specific Frequent Content Drops
    Marketing Material
    Solution Efficiency Demands
    Single Event Efforts
    Episodic Product
    Low
    Marketable Shelf Lifeof Content
    1/Month
    1/Second
  • 20. Current Solutions don’t address the global real-time challenge
    Our life is instantaneous, why should languge be any different?
    Real-Time On Demand
    IM/Chat Knowledge Base Blog/Community
    High
    Continuous Updates
    Online Ads
    Date-Specific Frequent Content Drops
    Marketing Material
    Solution Efficiency Demands
    Single Event Efforts
    Episodic Product
    Low
    Marketable Shelf Lifeof Content
    1/Month
    1/Second
  • 21. Current Solutions don’t address the global real-time challenge
    Our life is instantaneous, why should languge be any different?
    Real-Time On Demand
    IM/Chat Knowledge Base Blog/Community
    High
    Continuous Updates
    Online Ads
    Date-Specific Frequent Content Drops
    Marketing Material
    Solution Efficiency Demands
    Single Event Efforts
    Episodic Product
    Low
    Marketable Shelf Lifeof Content
    1/Month
    1/Second
  • 22. Challenges facing global enterprises
    Engaging the client – internal and external
    I want translated content! Whether or not the organization I am interacting with designates me worthy of their translation, I should have the control…not them.
  • 23. Challenges facing global enterprises
    Engaging the client – internal and external
    I want translated content! Whether or not the organization I am interacting with designates me worthy of their translation, I should have the control…not them.
    There are have’s and have not’s when it comes to translated content.
  • 24. Challenges facing global enterprises
    Engaging the client – internal and external
    I want translated content! Whether or not the organization I am interacting with designates me worthy of their translation, I should have the control…not them.
    There are have’s and have not’s when it comes to translated content.
    88% of internet users are outside the United States.* A wealth of opportunity lost!
    *Wikipedia, accessed 22 September 2010 http://en.wikipedia.org/wiki/Internet_access_worldwide
  • 25. The Good Enough Revolution
    Products are trading power or fidelity for low price, flexibility, & convenience
    “Having it here and now is more important than having it perfect. These changes run so deep and wide, they're actually altering what we mean when we describe a product as ‘high-quality’.”
  • 26. The Good Enough Revolution
    Products are trading power or fidelity for low price, flexibility, & convenience
    “Having it here and now is more important than having it perfect. These changes run so deep and wide, they're actually altering what we mean when we describe a product as ‘high-quality’.”
    Content needs to be usable and actionable, but not perfect
  • 27. 99% of Enterprise Content Remains Untranslated Today*
    • Products
    • 28. Marketing Material
    • 29. Branded Websites
    Mission Critical Applications Outsourced to professional language providers
    “Just in Case”
    Enterprise“Just in Case” Applications
    • Instant support and FAQs
    • 30. User generated content
    • 31. Knowledge bases
    *Source: Common Sense Advisory Report “Automated Translation Technology”
  • 32. 99% of Enterprise Content Remains Untranslated Today*
    • Products
    • 33. Marketing Material
    • 34. Branded Websites
    Mission Critical Applications Outsourced to professional language providers
    “Just in Case”
    Enterprise“Just in Case” Applications
    Free “gisting” MT on the Web
    Consumer desktop and browser based applications
    *Source: Common Sense Advisory Report “Automated Translation Technology”
  • 35. 99% of Enterprise Content Remains Untranslated Today*
    • Products
    • 36. Marketing Material
    • 37. Branded Websites
    Mission Critical Applications Outsourced to professional language providers
    “Just in Case”
    Enterprise“Just in Case” Applications
    EnterpriseJust in Time
    Applications
    Not currently translated todaytoo expensive and time consuming to translate using traditional language service providers.
    Enterprise Real-Time Multilingual Communication Opportunity
    • Instant support and FAQs
    • 38. User generated content
    • 39. Knowledge bases
    Free “gisting” MT on the Web
    Consumer desktop and browser based applications
    *Source: Common Sense Advisory Report “Automated Translation Technology”
  • 40. Unlocking Knowledge & Fostering Collaboration within the Global Enterprise
  • 41. Real Time TranslationAutomated Translation for Instantaneous Multilingual Communication
    • A “translate now” real time communication widget for enterprise content that is not currently translated
  • Real Time TranslationAutomated Translation for Instantaneous Multilingual Communication
    • A “translate now” real time communication widget for enterprise content that is not currently translated
    • 42. Combines IBM’s advanced MT engine, RTTS, with Lionbridge’s deep customization capabilities and global development scale
  • Real Time TranslationAutomated Translation for Instantaneous Multilingual Communication
    • A “translate now” real time communication widget for enterprise content that is not currently translated
    • 43. Combines IBM’s advanced MT engine, RTTS, with Lionbridge’s deep customization capabilities and global development scale
    • 44. SaaS model eliminates cost and deployment barriers
  • Real Time TranslationAutomated Translation for Instantaneous Multilingual Communication
    • A “translate now” real time communication widget for enterprise content that is not currently translated
    • 45. Combines IBM’s advanced MT engine, RTTS, with Lionbridge’s deep customization capabilities and global development scale
    • 46. SaaS model eliminates cost and deployment barriers
    • 47. Customization removes the quality barrier of free-ware
  • RTTS Powers IBM n.Fluent Pilot
    Secure, enterprise-strength, real-time translation for the Global Enterprise
    • 35 year history of investment and development via the TJ Watson Research Center
  • RTTS Powers IBM n.Fluent Pilot
    Secure, enterprise-strength, real-time translation for the Global Enterprise
    • 35 year history of investment and development via the TJ Watson Research Center
    • 48. RTTS-based n.Fluent Machine Translation Portal is capable of automatically translating
    Text
    Web pages
    Documents
    Instant MessagingSametime chats (via a Sametime plug-in)
    Mobile (BlackBerry and others) translation applications
  • 49. RTTS Powers IBM n.Fluent Pilot
    Secure, enterprise-strength, real-time translation for the Global Enterprise
    • 35 year history of investment and development via the TJ Watson Research Center
    • 50. RTTS-based n.Fluent Machine Translation Portal is capable of automatically translating
    Text
    Web pages
    Documents
    Instant MessagingSametime chats (via a Sametime plug-in)
    Mobile (BlackBerry and others) translation applications
    • Language Pairs: English to/from Arabic, Simplified and Traditional Chinese, French, German, Japanese, Korean, Italian, Portuguese, Russian, and Spanish
  • RTTS Powers IBM n.Fluent Pilot
    Secure, enterprise-strength, real-time translation for the Global Enterprise
    • 35 year history of investment and development via the TJ Watson Research Center
    • 51. RTTS-based n.Fluent Machine Translation Portal is capable of automatically translating
    Text
    Web pages
    Documents
    Instant MessagingSametime chats (via a Sametime plug-in)
    Mobile (BlackBerry and others) translation applications
    • Language Pairs: English to/from Arabic, Simplified and Traditional Chinese, French, German, Japanese, Korean, Italian, Portuguese, Russian, and Spanish
    • 52. APIs to RTTS and n.Fluent services allow other applications to access speech and translation services
  • RTTS Powers IBM n.Fluent Pilot
    Secure, enterprise-strength, real-time translation for the Global Enterprise
    • 35 year history of investment and development via the TJ Watson Research Center
    • 53. RTTS-based n.Fluent Machine Translation Portal is capable of automatically translating
    Text
    Web pages
    Documents
    Instant MessagingSametime chats (via a Sametime plug-in)
    Mobile (BlackBerry and others) translation applications
    • Language Pairs: English to/from Arabic, Simplified and Traditional Chinese, French, German, Japanese, Korean, Italian, Portuguese, Russian, and Spanish
    • 54. APIs to RTTS and n.Fluent services allow other applications to access speech and translation services
    • 55. Refined through crowdsourcing model
    n.Fluent application is “tuned” using input from 400,000 IBMers in 170 countries
  • 56.
  • 57.
  • 58.
  • 59.
  • 60. Early test Results Prove the ModelProject Specific Domainsand Customization Drive Dramatic Quality Improvements
    Spanish Test Scenarios
    *Very light customization
    83%
    48%
    40%
    32%
    IBM v1
    IBM v2
    Google
    IBM & Lionbridge v3 ESTIMATE
  • 61. Early test Results Prove the ModelProject Specific Domainsand Customization Drive Dramatic Quality Improvements
    Spanish Test Scenarios
    *Very light customization
    83%
    48%
    40%
    32%
    IBM v1
    IBM v2
    Google
    IBM & Lionbridge v3 ESTIMATE
  • 62. The Lionbridge Cloud One Database Powers Real Time Automation and Human Translation
    Automated Machine Translation“speed and efficiency”
  • 63. The Lionbridge Cloud One Database Powers Real Time Automation and Human Translation
    Automated Machine Translation“speed and efficiency”
    Human-Based Translation“quality”
  • 64. The Lionbridge Cloud One Database Powers Real Time Automation and Human Translation
    Automated Machine Translation“speed and efficiency”
    Human-Based Translation“quality”
    Real-time language assets
    TM 3
    TM 2
    TM 4
    TM 1
    TM 5
    Centralized Glossary
  • 65. Delivering Real-Time Value
    Revenue, Loyalty, Time to Market and Cost
    Customer Loyalty
    Increase customer stickiness by offering localized content
    Revenue Uplift
    Immediate Revenue growth for Companies by enabling new markets
    Time to Market
    Significantly accelerating the time to market in new deployments
    Cost Avoidance
    Reduce support and help desk investments required to cover global footprint
  • 66. Revenue Uplift
    Immediate Revenue growth for Companies by enabling new markets
    • Research shows that eCommerce customers are two times more likely to complete an online transaction if engaged in a native language
    • 67. Organizations are seeing 5 – 10% revenue uplift with local language versions of their online properties
    Customer Loyalty
    Revenue Uplift
    Cost Avoidance
    Time to Market
  • 68. Customer Loyalty
    Increase Customer stickiness by offering localized content
    • Global customers can now interact (access content, contribute content) and “engage” in enterprises’ social medial and customer support efforts in native languages
    • 69. Customer retention and loyalty grows over 10 – 15% if serviced in local languages
    Customer Loyalty
    Revenue Uplift
    Cost Avoidance
    Time to Market
  • 70. Cost Avoidance
    Reduced support and help desk investments required to cover global footprint
    • Order of magnitude cheaper than manual translation alternatives available today
    • 71. Consolidation opportunities exist in call centers as need to scale in-country multi-lingual center is reduced (Approx 10-15% reduction)
    • 72. Over 20% reduction in call volume to support centers with native language self help
    Customer Loyalty
    Revenue Uplift
    Cost Avoidance
    Time to Market
  • 73. Time to Market
    Significantly accelerating the time to market in new deployments
    • Customized real-time automated translation significantly reduces business process cycle of
    Planning
    Producing
    Translating content
    Staging and engaging with customers, partners and suppliers
    • Organizations are reducing cycle times by 30-40%
    Customer Loyalty
    Revenue Uplift
    Cost Avoidance
    Time to Market
  • 74. Content will Continue to grow exponentially and “good enough” is the new norm
    Enabling Real Time Multilingual Communication
    One Click Mobility,Ubiquity and Immediacy Anywhere in the World!
  • 75. Content will Continue to grow exponentially and “good enough” is the new norm
    Vast amount of content require affordable and scalable solutions
    Enabling Real Time Multilingual Communication
    One Click Mobility,Ubiquity and Immediacy Anywhere in the World!
  • 76. Content will Continue to grow exponentially and “good enough” is the new norm
    Vast amount of content require affordable and scalable solutions
    Content NOW…Based on Context and Location; Everything is “on demand”
    Enabling Real Time Multilingual Communication
    One Click Mobility,Ubiquity and Immediacy Anywhere in the World!
  • 77. Content will Continue to grow exponentially and “good enough” is the new norm
    Vast amount of content require affordable and scalable solutions
    Content NOW…Based on Context and Location; Everything is “on demand”
    Enabling Real Time Multilingual Communication
    One Click Mobility,Ubiquity and Immediacy Anywhere in the World!
    IBM’s advanced MT engine, RTTS, and Lionbridge’s deep customization capability drive high quality and low cost
  • 78. Questions?
  • 79. For our next Webinar coming soon!
    Mark Your Calendars!
    October 2010
  • 80. Knowledge Center
    www.lionbridge.com
  • 81. Thank You!
    Kevin Perry
    SalimRoukos
    Kevin.Perry@lionbridge.com
    roukos@us.ibm.com
    Lionbridge
    www.lionbridge.com
    http://blog.lionbridge.com
    http://twitter.com/Lionbridge
    http://www.facebook.com/L10nbridge
  • 82. Questions?