Keep Fit to Grow in an Evolving Global Language Landscape


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CIUTI Forum 2011, Beijing , Doris Albisser, Chief Executive Officer , May 22nd, 2011

CLS Communication is a global language services provider based in Europe, Asia and North America. Our language specialists write, edit and translate texts in any language in all major industries.

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Keep Fit to Grow in an Evolving Global Language Landscape

  1. 1. Keep Fit to Grow in an Evolving Global Language LandscapeCIUTI Forum 2011, BeijingDoris Albisser, Chief Executive OfficerMay 22nd, 2011
  2. 2. Agenda Trends in the industry Challenges & solutions for multilingual communication Requirements for the translation industry Cooperation between academia and industry Conclusion | CIUTI Forum 2011 2
  3. 3. Trends: breakdown of websites by language 2002 - between 65% and 80% of all websites were in English 2007 - 45% of all websites in English End of 2009 less than 40% of all websites in English Eric Schmidt, Google CEO (2009): "Five years from now the internet will be dominated by Chinese language content.“ | CIUTI Forum 2011 3
  4. 4. Trends: importance of multilingual communicationGlobal English does not ensure global business success* Increase of export sales volume >40% for companies with multilingual communication strategy English as “lingua franca,” in addition to other European, Asian, Arabic (for multinational corporations)Six-month delay in introducing product 33% reduction in profitability over product life cycle (McKinsey study on value of development speed) Language strategy issue moves to the executive level*Source:Languages and Business Success, recommendations by Business Forum on Multilingualism,European Commission, | CIUTI Forum 2011 4
  5. 5. About CLS Communication Leading international language solutions provider headquartered in Switzerland, and one of the largest language service providers worldwide Comprehensive provider of corporate language services for all major industries including finance, life science, insurance, consulting, legal, energy and telecommunications Strong global presence with 600 specialized in-house employees in Europe, North America and Asia International network of 2,500 tested language and technology experts Extensive client portfolio that includes more than 1,000 major companies | CIUTI Forum 2011 5
  6. 6. CLS Communication – our international locations Copenhagen London Frankfurt Canada** Paris Switzerland* Beijing New York Madrid Shanghai Hong Kong Singapore* Switzerland: Basel, Chiasso, Lausanne, Zurich** Canada: Moncton, Montreal, Ottawa, Quebec, Toronto | CIUTI Forum 2011 6
  7. 7. CLS Communication„s Services Suite WRITE EDIT TRANSLATE Editing CLS Premium Copy writing Proofreading CLS Business Ghost writing Adaptation Creative writing CLS Direct CLS Machine TranslationADD-ON SERVICES Desktop publishing, Final proofs, Translation certification, Project Mgt. Readability services, Reputation management, Business processOTHER SERVICES analysis, Interpreting, Terminology, Consulting, ...TECHNOLOGY CLS Argus, CLS Project Hub, Systems integration, Database hosting,SERVICES Translation memories Project management | CIUTI Forum 2011 7
  8. 8. CLS Communication - spanning the globe Transparency, scala Security, speed Single workflow Standardized bility system processes | CIUTI Forum 2011 8
  9. 9. Solutions for multilingual communication Globalisation of communication processes Availability of multilingual content on a global basis 24/7:  To enhance knowledge sharing  To ensure consistency, increase efficiency, reduce cost  To ensure IT security and confidentiality  To recycle existing content for various types of applications/usage Definition of a global communication process strategy Management of multilingual information and data (examples)  Terminology databases (electronic dictionaries)  Text databases (translation memories)  Machine translation  Authoring systems (to support the writing and editing process) | CIUTI Forum 2011 9
  10. 10. Process and technology platform Translation Machine Terminology Memory Translation Database Single point of entry Browser Client Order submission tool«ERP»-Workflow-application Client information system Database Order distribution software CMS / DMS | CIUTI Forum 2011 10
  11. 11. Synergies – reuse of linguistic assets across toolsExternal Terminologysources Research databases Import Extract & Specify Submission Source Translate Target MT texts texts dictionaries & rules Align & Store Import Translation memories | CIUTI Forum 2011 11
  12. 12. Streamlining terminology TerminologyDetection and correction costs 20 Maintenance 10 Translation 5 Proofreading 1 Copywriting and editing Content life cycle Terminology management to ensure consistent and accurate use at the content creation stage, reduces costs later in the process | CIUTI Forum 2011 12
  13. 13. Economies of skill and their leverage effect Professional competence Service Client Provider Technology Process competence Competence | CIUTI Forum 2011 13
  14. 14. Requirements for the translation industry Translators need to be familiar with trends in the translation industry:  Technology trends (e.g. machine translation, speech to text, terminology)  Technology savvy using tools such as translation memories, termbases, machine translation systems  Working methodology: revising pre-processed text (with machine translation, translation memories) Translation as interdisciplinary education  Need for increased cooperation with different faculties (computer linguistics, technology, intercultural studies….) Need for cross-cultural know how, with language as its „vehicle“ Translation industry to anticipate and lead trends in globalization (East – West) | CIUTI Forum 2011 14
  15. 15. Cooperation between academia and industry Close cooperation between universities, public administration and business  Universities „produce“ according to market requirements  Enterprises support universities to ensure transfer of academic knowlege to business knowledge Crucial role of universities to ensure students are fit for the marketplace Crucial role of public administration and industry to ensure that translators keep fit for the market place | CIUTI Forum 2011 15
  16. 16. CLS Communication – contact atDoris AlbisserChief Executive OfficerT +41 44 206 68 50 | F +41 44 206 68 90doris.albisser@cls-communication.comCLS Communication AGDianastrasse 6 | CH-8002 Zü | CIUTI Forum 2011 16