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Localization past present-future 2007-2014


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Localization – Past, Present, Future 2007-2014
Some thoughts about the future of the translation and localization industry
Developments in business and specifically in translation and localization.
When going through my digital stuff, I found this presentation which we used in 2007 internally at Locatech to give our team some food for thought on the future of our industry.
It is still pretty up-to-date, I find. Well page 9 is somewhat outdated, I admit. Now Blackberry is no longer the “smart phone” of the moment. But the rest…
I hope you enjoy flipping through those pages as much as I did when I discovered it again.

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Localization past present-future 2007-2014

  1. 1. The Localization Industry: Past, Present and Future Published in 2007! The same can still be said today – 2014!
  2. 2. Disclaimer • Subjektive nicht objektive Sicht. • Lücken, nicht vollständig. • Das Eine oder Andere ist vielleicht nicht richtig. • Einige Folien habe ich von Jaap van der Meer geklaut. Danke Jaap! • Als Anstoß zum Weiterreden gedacht…
  3. 3. 1950‘s Business Tools
  4. 4. 1960‘s Revolution: Computers for Companies
  5. 5. 1980‘s Revolution: Computers for Individuals
  6. 6. 1980‘s Revolution: Privately Networked Computers
  7. 7. 1990‘s Revolution: Publicly Networked Computers, Web and Internet
  8. 8. Business Tools in 1990‘s • Internet • Web • Modems • Bulletin Boards • FTP • Fax machines • Courier Services • Zip disks • Networks • Cell Phones
  9. 9. Business Tools in 2000‘s • I do everything (except cook…maybe next year!)
  10. 10. The Original Problem
  11. 11. An Early Solution (196 BC)
  12. 12. Famous Translators (note tools)
  13. 13. Translator Tools in 1950
  14. 14. Globalization Tools in 2000‘s • Workflow Engine • On demand MT and TM • Speech recognition • Portals • Corpora • GMS • TMS • GIM • CMS • XML • SOA • CRM • XLIFF
  15. 15. 1950-1980 Translation Industry • Inhouse translation departments (IBM, DEC, XEROX, etc.) • Little or no outsourcing • No tools (well, mainframe word processors and SGML) • Updates cut-and-paste on paper or manually retype • DTP (typesetting) a separate, expensive science • Local Translation Agencies with Freelancers for personal documents • Fax machines and modems were huge innovations!
  16. 16. 1980-1993 INK leads the way • 1980-Jaap van der Meer starts INK in Amsterdam, which provided translation, writing and localization services • 1987-INK develops its own computer-aided translation software and dictionary management tools • Quickly expands with offices all over Europe • Becomes the blueprint for localization companies with distributed offices and freelance translators and other resources • 1993-sold to R.R: Donnelley
  17. 17. The 90‘s Big 3, 4, 5, … • US and European based • Berlitz, Alpnet, INK, SDL, Lernout&Hauspie, Xerox • Then Lionbridge, Bowne Global Solutions • Now Asia: TOIN, watch out for India and China…
  18. 18. The 1990‘s – Dublin Becomes World Software Localization Capital • 1970‘s and 1980‘s Irish government provides great tax incentives to foreign corporations • Hungry, English-speaking, well-educated, low-cost workforce • Many multinationals move their European HQ to Dublin • Easy to get Visas for foreign workers (translators!) • Universities offer advanced translation training, and especially software engineering • Microsoft also has localization HQ in Dublin
  19. 19. Interlude: The Softrans-Berlitz Story
  20. 20. Berlitz • 1878 German immigrant Maximillion Berlitz establishes a language school in New York • Develops the „Berlitz Method“ of total immersion language teaching • Company grows through WW II, begins offering translation services on the side (mostly personal docs) • Establishes language schools all over the world • Berlitz acquired and sold by big publishing companies such as R.R. Donnelley • 1987 Berlitz acquired by Fukutake Publishing (Japan!) • 1988 Berlitz Translation Services becomes independent Business Unit
  21. 21. Softrans • 1986 the „fab four“ get tired of working for Apple Computer, see a „Marktlücke“ for software localization services and found Softrans in Dublin • Rapid growth with huge contracts from many of the Ireland- based European HQ‘s of big multinationals • Company is engineering-oriented, technically savvy, but Euro- centric, needs Asian reach, scalability, access to US customers • 1993 Berlitz acquires Softrans: a match made in heaven and lubricated with copious amounts of Guinness
  22. 22. Softrans + Berlitz = Berlitz GlobalNET • BGN becomes one of the top 3 localization companies with 26 offices in 24 countries, and the first to crack the $100 Million revenue barrier • Grows, acquires geographies, technologies, resources • 2001 Berlitz International (Fukutake) decides that their core competency is language instruction, not localization • 2002 BGN acquired by Bowne Global Solutions (which was put together out of acquisitions of Mendez, GECAP and others) • 2004 BGS acquired by Lionbridge (which was put together from acquisitions of ALPNET, ITP, …) • 2008 Lionbridge acquired by VIPRO ???
  23. 23. Sideswipe: Microsoft Dirty Laundry • Microsoft became an early driver of software localization and has continued to be one of the first companies to tackle new, obscure languages • MS early strategy was to completely dominate a small, in- country translation company demanding complete transparency • MS dictates everything from human resources to processes to tools to allowable margins to timelines to total profitability • Of course everyone wanted to work with MS, but MS destroyed many excellent, small in-country vendors and in the early to mid 1990‘s many vendors refused to work with MS because they feared for their lives • MS continues to be aggressive and quasi-dictatorial, but they have learned that they have to treat their suppliers as partners or else everybody loses
  24. 24. How do I Get Into the Localization Business? • Sideways, no real training for localization specialists or engineers or DTPers or Project Managers or other resources: parallel to the early days of technical writing or software engineering; new industry, no standards, no best practices • By accident • Training starts in earnest only in the late 90‘s • University of Limmerick, Dublin, Rosario, etc. Translator training • Localization training Monterey, University of Limmerick • Localization Certification: CSU CHICO, Localization Institute, etc., LISA
  25. 25. Information Pyramid Corporate Products User interface User documentation Enterprise information Communications, Patents Support, Knowledge Base Corporate brochures 2,000 words Product brochures 10,000 words User interface 50,000 words Manuals, online help 200,000 words HR, Training 500,000 words Email, IM, Reports 5 million words Call center 10 million words Partly multilingual
  26. 26. 1 Translation •Glossary •Proofreading Localization •TM tools •Linguistic verification •Functional testing •Project tracking •Vendor management •Quality assurance Globalization •GMS, CRM, CMS integration •Workflow, TM Server •SGML-XML standardization 1950 1985 2000 “must” booklet cost opportunity product quality strategy enterprise time Evolution of the Translation Market
  27. 27. Translation? Languages Spoken by Number of speakers Percentage 8 > 100 million 2.3 billion 40% 75 > 10 million 2.2 billion 80% 264 > 1 million 825 million 93%
  28. 28. Clients MLV’s In country offices/partners Distributed translators/authors 4 to 30 vendors 10 to 40 languages 100’ to 1000’s translators/authors Vendor Management Project Management Quality Assurance Translation Memory Account Management Resources Management Quality Assurance Project Management Translation Memory Resources Management Quality Assurance Project Management Translation Memory Quality Assurance Translation Memory Cascaded Supply Chain
  29. 29. Translation •Glossary •Proofreading Localization •TM tools •Linguistic verification •Functional testing/Project tracking •Vendor management/Quality assurance Globalization •GMS, CRM, CMS integration •Workflow •SGML-XML standardization 1950 1985 2000 “must” booklet cost opportunity product quality strategy enterprise time Transmutation •ontology, taxonomy •search, MT •customer self-service •two-way direction translation utility embedded2008 From Globalization to Transmutation
  30. 30. From localization … to enterprise wide globalization … … to “translation out of the wall” Cheaper Faster Real-Time Tide is Changing
  31. 31. Customers’ needs are instantaneous… Tide is Changing…. Grrrr… I can’t read
  32. 32. Integrated Hybrid Translation Model TM MT Shared TM C P-E T R Terminology Workflow P r a c t i t i o n e r s Source Control
  33. 33. Translation Localization Globalization Transmutation • ontology, taxonomy • advanced leveraging • search, MT • customer self-service • two-way direction translation The Vision “Translation is just a language transfer” Four Scenarios for Change • Fully Automatic Useful Translation • Language intelligence • New payment models • Sharing language data
  34. 34. Embrace the Imperfection of Machine Translation • Benefits  Security  Quality  Expand customer base  More job opportunities • Needs  Standard interfaces  Develop best practice in post-editing MT  Learning MT systems  Hybrid MT systems Everyday more words are translated by machines than by professional translators… Integrate MT in existing translation infrastructure and other applications (search, intranet, support)
  35. 35. Develop Language Intelligence Translation 1.0 (translation) Cost Translation 2.0 (localization) Opportunity Translation 4.0 (transmutation) Embedded Translation 3.0 (globalization) Strategy Market size Languageintelligence Translation Proofreading Glossaries Project management Translation Memory Terminology management Functional testing QA GMS Workflow TM Server XML CMS CRM Taxonomies Ontologies Unified Terminology Search MT Semantic Technology
  36. 36. Introduce new Payment Models 0,00 0,05 0,10 0,15 0,20 0,25 0,30 0,00 2,00 4,00 6,00 8,00 10,00 12,00 14,00 16,00 18,00 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Wordrates Marketsize Translation industry How low can you go….?
  37. 37. Why do we communicate?
  38. 38. Natural Next Step from desk-top TM ….. to …. Enterprise server ….. to … Industry-shared language data repository
  39. 39. Industry Sub-sector Company Product line IT Financial Oracle Intel Telecom IMF PayPal Siemens Medical Molina Public Index Private Indexes DomainIndexes Data Structure: Cooperation
  40. 40. How the Co-operative Works User scenarios o Language search freely available on public index:  Translation matches of terms and phrases  Possibly an attribute for domain  No attributes for organizations or products o Language search on domain and private indexes (only for members):  Translation matches with attributes for domain, company, product, date of use and other metadata o Advanced leveraging:  Process documents to retrieve best matches for all terms and phrases  Output in industry standard format o Automatic translation:  Automatic translation engines trained on domain and private indexes  Output in industry standard format
  41. 41. Languages and Global Coverage “We have around a billion users today – what we’re all interested in is where the next billion users are coming from.” Craig Barrett, Chairman of Intel at a United Nations Meeting of technology leaders and representatives of developing countries, March 2007 LOOKING TO THE FUTURE: Microsoft boss Bill Gates wants to double the number of computer users to 2 billion by 2015. What languages will the next billion users speak?
  42. 42. Vielen Dank