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The Language Economy or the Lang “gig” Economy? Crowdsourcing Comes of Age

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Hosted by Henri Broekmate (Lionbridge). Panelists Nathalie Dougall (Booking.com), Matt Romaine (Gengo), Bernie Hsu (Alibaba).

For many firms, global crowdsourcing is an unparalleled way to reduce fixed costs and dramatically enhance operating efficiency and scalability. Enterprise crowdsourcing and big data seem to be a good match, particularly as data-related work can often be broken down into tasks or projects. Managing resources and workflows at the task or unit level is at the heart of the localization industry’s expertise. Many suppliers are finding that they can easily offer adjacent services such as search relevance, sentiment analysis, data tagging, user generated content curation, transcription, and data enrichment, in a crowd model – typically in a private crowd. This panel will discuss whether localization service providers and language technology innovators are offering relevant crowd solutions. Using technology as a lens, we will also discuss whether there is a role for increased crowdsourcing as the adoption of MT drives increased post-editing work. Lastly we will exchange ideas about where the crowdsourcing opportunity sits in the framework of the “gig” economy, and whether it will thrive and grow, or crumble under the push for legislation and labor reform.

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The Language Economy or the Lang “gig” Economy? Crowdsourcing Comes of Age

  1. 1. Nathalie Dougall Matt Romaine Bernie Hsu
  2. 2. TAUS Annual Conference 2016 The Sentinel, Portland, OR The Internet is Eating the World, and the Crowd has the Seat of Honor at the Banquet.
  3. 3. Problem Statement – Focus on Information Crowdsourcing The Uberization of everything For many firms, global crowdsourcing is an unparalleled way to reduce fixed costs and dramatically enhance operating efficiency and scalability. Enterprise crowdsourcing and big data seem to be a good match, particularly as data-related work can often be broken down into tasks or projects. Managing resources and workflows at the task or unit level is at the heart of the localization industry’s expertise. Many suppliers are finding that they can easily offer adjacent services such as search relevance, sentiment analysis, data tagging, user generated content curation, transcription, and data enrichment, in a crowd model – typically in a private crowd. This panel will discuss whether localization service providers and language technology innovators are offering relevant crowd solutions. Using technology as a lens, we will also discuss whether there is a role for increased crowdsourcing as the adoption of MT drives increased post-editing work. Lastly we will exchange ideas about where the crowdsourcing opportunity sits in the framework of the “gig” economy, and whether it will thrive and grow, or crumble under the push for legislation and labor reform.
  4. 4. Start-up Grind Europe, 6/16/16
  5. 5. Nathalie Dougall | 24 October 2016
  6. 6. Intro & Setup. ● Translations & Content Agency ○ Translations, Photo and Copy ● In-house language teams + freelance translations workforce (6+ years) ○ scaling out photo (own set of challenges!) ● Crowdsourcing photo and destination UGC
  7. 7. Deadline: May 2017 - 1 year preparation - rolling out new agreements now Impact on Freelancer: ● minimum weekly time requirements halved ● diversified income source ● regular confirmation ● more freelancers in ‘pool’ therefore more competition for regular work Impact
  8. 8. Business impact: ● increased operational management ● existing freelancers to sign new agreement (also non-NL) ● recruitment, compliance, quality, productivity, payments ● + active regular follow up on workforce ● language teams - quality checking/training Impact
  9. 9. We empower talented individuals with access to new opportunities and reach across the language barrier. We've raised $25MM from international investors, and our “HQ” is on the Internet. When our users go global — they #gengoit. Customers platform 37 languages 20,000+ Qualified Translators Order translation from $0.05/word Avg. 89minutes Platform-oriented From 1 word to millions per week sales@gengo.com | gengo.com Translators
  10. 10. “Crowdsourcing” — why? Customer • Fire-and-forget • Redundancy • Rapid scaling Translator • Active — learning from peers • Passive — learning from tech • More control
  11. 11. Components of a good crowd platform • bulk user-management • group demotion; target group messaging • activity monitoring — at various layers • scalable infrastructure • swarms — of work & workers And readiness to iterate — quickly!
  12. 12. PRIVATE & CONFIDENTIAL - FOR INTERNAL USE ONLY Alibaba Language Service Allow billions of users to have better language Services DIGITAL MEDIA & ENTERTAINMENT CORE COMMERCE LOCAL SERVICES MARKETING SERVICES DATA MANAGEMENT PLATFORM CLOUD COMPUTING LOGISTICS PAYMENT & FINANCIAL SERVICEData Collection Data Application Human Translation Machine Translation
  13. 13. PRIVATE & CONFIDENTIAL - FOR INTERNAL USE ONLY ALS Crowdsourcing QUALITY SPEED COST Buyers and suppliers have different considerations on quality, cost and speed
  14. 14. PRIVATE & CONFIDENTIAL - FOR INTERNAL USE ONLY ALS Crowdsourcing in core commerce ALS Human Translation Or Machine Translation Post Editing Marketplace Alibaba/Aliexpress Tmall Global Release Products Suppliers Buyers Buyers Buyers One part of Crowd-sourcing
  15. 15. PRIVATE & CONFIDENTIAL - FOR INTERNAL USE ONLY ALS Crowdsourcing in local services ALS Human Translation Or Machine Translation Travellers Services Providers Communication Or Shopping Travellers Travellers SPEED Crowd-sourcing
  16. 16. PRIVATE & CONFIDENTIAL - FOR INTERNAL USE ONLY ALS Crowdsourcing Overview 1、Higher requirements on speed; 2、Increase volume of post-editing work; 3、 Higher demand for crowdsourcing with more freelancers’ participation

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