Translation in the 21st Century Webinar

Translation in 21st Century Webinar
5PM CET / 8 AM PDT
15 December 2010
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Hosts
Presenting:
Jaap van der Meer, Director
Chat board:
Rahzeb Choudhury, Operations Director
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Participants
150 registered
North America, Europe, Asia, S. America
≈70% providers including translators, consultants/analysts
≈ 30% buyers
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Three Predictions 2010
A thousand MT systems will begin to bloom
Sharing TMs will take off in a big way
TM systems – as we know them – will cease to exist
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Translation in the 21st Century
Impacts of MT and social media on
enterprise language services
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Enterprises represent the lions share of
demand for translation-related services.
Vital that suppliers are aware of the
evolution in demand.
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January 1954
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Tower of Babel
Divide & Unite
Language as Instinct
Translation is very difficult …
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October 2004
Reality Check
… TAUS founded.
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Let a Thousand MT Systems Bloom!
Effectiveness of Data
Profit from sharing
(“Pirate’s Dilemma”)
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MT is here to stay
Translation as a Utility
… as a Human Right
Five years ahead …
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Technology in 5 Years
No Miracle Breakthroughs …
… but tremendous progress.
Hybrid Systems
Targeted Correction
(communities, games)
Real-time Training
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TMs in 5 Years
ownership?
Cleaning
Semantic Clustering
Corpus Linguistics
Preserve Endangered Languages
Exciting new perspectives …
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Profession in 5 Years
Choices
End to Repetitive Tasks
Productivity 5 to 10 Times Higher
Supplemented by Non-Professional Volunteers
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Applications in 5 Years
Translation out of the Wall
Virtuous Circle
Spoken Translation
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Industry in 5 YearsThinking about drivers/trends
From TAUS Copenhagen Forum (May 2010)
Certain
Explosion in new content
Shift from text to text and multi-media (word counts go down)
Mobile user, hand held devices
Real time/Just in time demand
Cross-lingual translation challenges
Balance of cost, timeliness and quality
Uncertain
Open (collaborative) vs Closed (competitive)?
Fee vs free?
Human vs Machine? (incremental step or technology breakthrough)

Industry in 5 Years
Machines
SWOT
?
Content disruption
Data assessment
Open
(Collaborative)
Closed
(Competitive)
Innovation dilemma
Embedding technology
Human & Machine
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SWOT for Enterprise Language Service
S
W
High leverage from TM
Well established process and
management
Quality inconsistent (local flavor missing)
Lack of flexibility, reactive rather than
creative
O
T
Opening new markets with MT
Engaging with users & communities
Convergence with video and speech
Search engine optimization
Translation of user generated content
Rigid landscape (vendor lock-in)
Not scalable to expand quickly
Inability to ensure quality in new markets
Lack of corporate awareness of new locales
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Sales
Web
UI
Manuals
Support
Knowledge Base
User generated content
Content Disruption
“Battle for words”
Localization industry
New technologies
and solutions
Social media
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Innovation Dilemma
S
W
management
Quality inconsistent (local
flavor missing)
Lack of flexibility (reactive, rather
than creative)
T
O
Community/user feedback
Translation of user generated
content
Not scalable to quickly support new
markets
Inability to ensure quality in new
markets
Lack of corporate awareness of new
locales
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Innovation Dilemma
S
W
Quality inconsistent (local
flavor missing)
Lack of flexibility (reactive, rather
than creative)
management
T
O
Community/user feedback
Translation of user generated
content
Not scalable to quickly support new
markets
Inability to ensure quality in new
markets
Lack of corporate awareness of new
locales
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Business Model Attributes
Old Model
1. One translation fits all
5. Word-based pricing
2. Project-based translation
6. GMS system
3. TM is core
7. Cascaded supply chain
4. One-directional
8. Translate-Edit-Proof
New Model
1. Quality differentiation
5. SaaS – Value-add
2. Continuous translation
6. MT embedded
3. Data is core
7. Community – user
4. Multi-directional
8. Post-edit – Real-time – Peer review
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Cascaded Supply Chain
Vendor Management
Project Management
Clients
Quality Assurance
Translation Memory
4 to 30 vendors
Resources Management
Project Management
Translation Memory
Account Management
Quality Assurance
MLV’s
10 to 40 languages
Resources Management
Project Management
In country
offices/partners
Quality Assurance
Translation Memory
100’ to 1000’s
translators/authors
Distributed
translators/authors
Quality Assurance
Translation Memory
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Project-based Workflow
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Content DifferentiationUtility – Time – Sentiment assessment
On a scale from 1 to 5
Ubiquitous not-perfect MT will drive the need for high-quality translation.
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Translation Data AssessmentTM is out! Data is in!
Apply data to:
Control and improve quality (terminology/synonyms/style)
Improve standardize the source (instead of putting constraints on creative writers)
Clean and prepare data for MT training
Increase leveraging
Analyze customer and user sentiments
Watch out for:
Data lock-in (vendor monopolies)
Pirates
Pursue benefits of legitimate sharing:
Everyone gets access – stimulate healthy competition
Proliferate your terminology – lower threshold – stimulate market growth
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Translation Technology AssessmentSelf-service lets you train your engine for every job
Keep your options open:
Use and produce
Wait for the aggregators – train, evaluate, use thousands of engines through one portal
New opportunities for LSPs
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Enterprises in 5 Years
Machines
MT embedded.
?
Data is core.
SaaS + Value-add.
Open
(Collaborative)
Project-based.
Closed
(Competitive)
Continuous translation.
Cascaded supply chain.
Word-based pricing (text).
Community/user.
GMS workflow systems.
TM is core.
Human & Machine
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Enterprises in 5 YearsThe relevant strategic questions
Innovate the ‘old model’ or ‘tabula rasa’
All attributes are opposite
Insource or outsource (process audit)
Discovery of enterprise needs: new services, new niches, new locales
How to engage a community of users
Use MT or produce and use MT
Technology convergence – embedded MT
Content differentiation – UTS assessment
Share data, optimization
Collaborate with industry peers
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Separate ‘Lingua’ from ‘Infra’ ….
Infrastructure
Customer self-service
Communities
Shared resources
Disintermediate
Open Translation Platforms
Limited ‘lingua’ capacity
MT
The Battle of Words
….and multiply translation volumes
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in 5 Years
Industry Think Tank
&Innovation Partner
Research
Consulting
Events - workshops
www.translationautomation.com
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Next year
Industry Data Resources
Billions more words
Open source TDA
Linguistic - TM Cleaning
Matching Scores
www.tausdata.org
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References
TAUS Predictions 2010
http://www.translationautomation.com/webinars/taus-predicts.html
Translation as a utility, even without miracle breakthroughs
http://www.translationautomation.com/articles/translation-in-the-21st-century.html
Report on findings on ideation session with 30 leading global buyers
http://www.translationautomation.com/perspectives/the-dishwasher-the-industry-in-2017.html
Report on roundtable meeting with Globalization Directors
http://www.translationautomation.com/meetings/imagine-you-are-a-globalization-director.html
Round up and videos on leading edge in MT and spoken translation
http://www.translationautomation.com/meetings/showcasing-the-industry-innovations.html
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Translation in the 21st Century Webinar

by TAUS - Enabling better translation on Dec 17, 2010

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Translation in the 21st Century Webinar — Presentation Transcript