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TAUS MT SHOWCASE, The True Value of MT to Global Business, Udi Hershkovich, Safaba, 12 June 2013


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This presentation is a part of the MosesCore project that encourages the development and usage of open source machine translation tools, notably the Moses statistical MT toolkit.

MosesCore is supported by the European Commission Grant Number 288487 under the 7th Framework Programme.

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TAUS MT SHOWCASE, The True Value of MT to Global Business, Udi Hershkovich, Safaba, 12 June 2013

  1. 1. TAUS  MACHINE  TRANSLATION  SHOWCASE  The TrueValue of MT to Global Business10:00 – 10:20Wednesday, 12 June 2013Udi HershkovichSafaba
  2. 2. Safaba Proprietary and Confidential © 2013June 12 | 2013The True Valueof MT to GlobalBusiness
  3. 3. Safaba Proprietary and Confidential © 2013Quick Introduction3>  Enterprise point of view>  Content focus>  Making MT relevantCustomer ExperienceTouch PointOne EnterpriseChallengeMT Value PropositionMT ChallengeMaking MT RelevantAssociated Content /Channel
  4. 4. Safaba Proprietary and Confidential © 2013The Challenges4
  5. 5. Safaba Proprietary and Confidential © 2013Awareness & DiscoveryThe Enterprise Challenge>  Building up a sustainablebrand presence in globalmarketsThe MT Value Proposition>  Increasing availability andvisibility of content (volume)5Global contentdevelopmentgovernance• Avoid hard-to-learn language• Assure branding-consistency• Align content with languagemodelsAdvancedadaptation tochanging content• Rapid incrementaladaptions to changes• Sensitive to changes>  Content alignmentThe MT ChallengeMaking MT Relevant
  6. 6. Safaba Proprietary and Confidential © 2013Engagement6The Enterprise ChallengeThe MT Value PropositionMaking MT Relevant>  Transforming visitors intoprospects / growing pipeline>  Increasing sales staffproductivity & success rate>  Providing relevant informationon-demand (and localizedengagement solutions)>  Limited localized content>  Unknown needsThe MT Challenge*>  Automated rapid adaptation>  Content-driven adaptation>  On-demand translation API>  Possibly full feedback loop* Early market penetration
  7. 7. Safaba Proprietary and Confidential © 2013Delivery7The Enterprise ChallengeThe MT Value PropositionMaking MT Relevant>  Speeding up time-to-market /shorter booking-to-revenue>  Greatly increasing the speedof translation cycles (velocity)>  Nuanced content>  Closing MT<>PE gapThe MT Challenge>  Creative adaptation technologies>  Adaptations allow the RIGHTdata to surface in translation>  Adapt from large set ofpossibilities to smaller set ofoutcomes01234567SMT customizationData "cleaning"Large background dataSome adaptationsAdvanced adaptations
  8. 8. Safaba Proprietary and Confidential © 2013Support / Retention8The Enterprise ChallengeThe MT Value PropositionMaking MT Relevant>  Reducing support costs whileimproving customerexperience>  Helping transition morecustomers to on-linepersonalized supportchannels (communication)>  Informal language>  Real-time (raw MT)The MT Challenge>  Normalization>  Reduce multiple forms to one>  Standardization>  Spelling corrections>  Creative adaptations>  Combination of corporate andnon-standard language0123456Little TM InformalLanguage /UGCSMT customizationData "cleaning"Large background dataSome adaptationsAdvanced adaptations
  9. 9. Safaba Proprietary and Confidential © 2013Key Takeaways9>  MT plays an important role in global customer experience>  The right content creation governance will give MT an edge>  Creative adaptation technologies will realize MT’s true potential !
  10. 10. Safaba Proprietary and Confidential © 2013Thank You!