Translation in the 21st Century Webinar


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This session shares insights on the future of the translation industry. Its content is based on a number of market and collective intelligence exercises undertaken by TAUS during 2010. This includes continuous review of the market, ideation sessions with major translation decision makers, and discussion with leading scientists, amongst others.

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  • J: welcome
  • J: I am Jaap... Introduce Rahzeb.
  • R: participants – agenda of the call – questions using chat .... Time...
  • J: Three predictions – extrapolate from what is already happening – growing in 2010. Rahzeb will talk about the basis of the predictions.. The WHY... I will talk about the IMPACTS
  • Translation in the 21st Century Webinar

    1. 1. Translation in 21st Century Webinar<br />5PM CET / 8 AM PDT<br />15 December 2010<br />Copyright © TAUS<br />
    2. 2. Hosts<br />Presenting:<br />Jaap van der Meer, Director<br />Chat board:<br />Rahzeb Choudhury, Operations Director<br />Copyright © TAUS<br />
    3. 3. Participants<br />150 registered<br />North America, Europe, Asia, S. America<br />≈70% providers including translators, consultants/analysts<br />≈ 30% buyers<br />Copyright © TAUS<br />
    4. 4. Three Predictions 2010<br />A thousand MT systems will begin to bloom<br />Sharing TMs will take off in a big way<br />TM systems – as we know them – will cease to exist<br />Copyright © TAUS<br />
    5. 5. Translation in the 21st Century<br />Impacts of MT and social media on <br />enterprise language services<br />Copyright © TAUS<br />
    6. 6. Enterprises represent the lions share of<br />demand for translation-related services.<br />Vital that suppliers are aware of the<br />evolution in demand.<br />Copyright © TAUS<br />
    7. 7. January 1954<br />Copyright © TAUS<br />
    8. 8. Tower of Babel<br />Divide & Unite<br />Language as Instinct<br />Translation is very difficult …<br />Copyright © TAUS<br />
    9. 9. October 2004 <br />Reality Check<br />… TAUS founded. <br />Copyright © TAUS<br />
    10. 10. Let a Thousand MT Systems Bloom!<br />Effectiveness of Data<br />Profit from sharing<br />(“Pirate’s Dilemma”)<br />Copyright © TAUS<br />
    11. 11. MT is here to stay<br />Translation as a Utility<br />… as a Human Right<br />Five years ahead …<br />Copyright © TAUS<br />
    12. 12. Technology in 5 Years<br />No Miracle Breakthroughs …<br />… but tremendous progress.<br />Hybrid Systems<br />Targeted Correction<br />(communities, games)<br />Real-time Training<br />Copyright © TAUS<br />
    13. 13. TMs in 5 Years<br />ownership?<br />Cleaning<br />Semantic Clustering<br />Corpus Linguistics<br />Preserve Endangered Languages<br />Exciting new perspectives …<br />Copyright © TAUS<br />
    14. 14. Profession in 5 Years<br />Choices<br />End to Repetitive Tasks<br />Productivity 5 to 10 Times Higher<br />Supplemented by Non-Professional Volunteers<br />Copyright © TAUS<br />
    15. 15. Applications in 5 Years<br />Translation out of the Wall<br />Virtuous Circle<br />Spoken Translation<br />Copyright © TAUS<br />
    16. 16. Industry in 5 YearsThinking about drivers/trends<br />From TAUS Copenhagen Forum (May 2010)<br />Certain<br />Explosion in new content <br />Shift from text to text and multi-media (word counts go down)<br />Mobile user, hand held devices<br />Real time/Just in time demand<br />Cross-lingual translation challenges<br />Balance of cost, timeliness and quality<br />Uncertain<br />Open (collaborative) vs Closed (competitive)?<br />Fee vs free? <br />Human vs Machine? (incremental step or technology breakthrough)<br />
    17. 17. Industry in 5 Years<br />Machines<br />SWOT<br />?<br />Content disruption<br />Data assessment<br />Open<br />(Collaborative)<br />Closed<br />(Competitive)<br />Innovation dilemma<br />Embedding technology<br />Human & Machine<br />Copyright © TAUS<br />
    18. 18. SWOT for Enterprise Language Service<br />S<br />W<br /><ul><li> High leverage from TM
    19. 19. Well established process and </li></ul> management<br /><ul><li> Quality inconsistent (local flavor missing)
    20. 20. Lack of flexibility, reactive rather than </li></ul> creative<br />O<br />T<br /><ul><li> Opening new markets with MT
    21. 21. Engaging with users & communities
    22. 22. Convergence with video and speech
    23. 23. Search engine optimization
    24. 24. Translation of user generated content
    25. 25. Rigid landscape (vendor lock-in)
    26. 26. Not scalable to expand quickly
    27. 27. Inability to ensure quality in new markets
    28. 28. Lack of corporate awareness of new locales</li></ul>Copyright © TAUS<br />
    29. 29. Sales<br />Web<br />UI<br />Manuals<br />Support<br />Knowledge Base<br />User generated content<br />Content Disruption<br />“Battle for words”<br />Localization industry<br />New technologies <br />and solutions <br />Social media<br />Copyright © TAUS<br />
    30. 30. Innovation Dilemma<br />S<br />W<br /><ul><li> High leverage from TM
    31. 31. Well established process and </li></ul> management<br /><ul><li> Quality inconsistent (local </li></ul> flavor missing)<br /><ul><li> Lack of flexibility (reactive, rather </li></ul> than creative)<br />T<br />O<br /><ul><li> Opening new markets with MT
    32. 32. Community/user feedback
    33. 33. Convergence with video and speech
    34. 34. Search engine optimization
    35. 35. Translation of user generated</li></ul> content<br /><ul><li> Rigid landscape (vendor lock-in)
    36. 36. Not scalable to quickly support new</li></ul> markets<br /><ul><li> Inability to ensure quality in new</li></ul> markets<br /><ul><li> Lack of corporate awareness of new</li></ul> locales <br />Copyright © TAUS<br />
    37. 37. Innovation Dilemma<br />S<br />W<br /><ul><li> Quality inconsistent (local </li></ul> flavor missing)<br /><ul><li> Lack of flexibility (reactive, rather </li></ul> than creative)<br /><ul><li> High leverage from TM
    38. 38. Well established process and </li></ul> management<br />T<br />O<br /><ul><li> Opening new markets with MT
    39. 39. Community/user feedback
    40. 40. Convergence with video and speech
    41. 41. Search engine optimization
    42. 42. Translation of user generated</li></ul> content<br /><ul><li> Rigid landscape (vendor lock-in)
    43. 43. Not scalable to quickly support new</li></ul> markets<br /><ul><li> Inability to ensure quality in new</li></ul> markets<br /><ul><li> Lack of corporate awareness of new</li></ul> locales <br />Copyright © TAUS<br />
    44. 44. Business Model Attributes<br />Old Model <br />1. One translation fits all<br />5. Word-based pricing<br />2. Project-based translation<br />6. GMS system<br />3. TM is core<br />7. Cascaded supply chain<br />4. One-directional<br />8. Translate-Edit-Proof<br />New Model<br />1. Quality differentiation<br />5. SaaS – Value-add<br />2. Continuous translation<br />6. MT embedded<br />3. Data is core<br />7. Community – user<br />4. Multi-directional<br />8. Post-edit – Real-time – Peer review<br />Copyright © TAUS<br />
    45. 45. Cascaded Supply Chain<br />Vendor Management<br />Project Management<br />Clients<br />Quality Assurance<br />Translation Memory<br />4 to 30 vendors<br />Resources Management<br />Project Management<br />Translation Memory<br />Account Management<br />Quality Assurance<br />MLV’s<br />10 to 40 languages<br />Resources Management<br />Project Management<br />In country<br />offices/partners<br />Quality Assurance<br />Translation Memory<br />100’ to 1000’s<br />translators/authors<br />Distributed<br />translators/authors<br />Quality Assurance<br />Translation Memory<br />Copyright © TAUS<br />
    46. 46. Project-based Workflow<br />Copyright © TAUS<br />
    47. 47. TAUS World Tour 2008-2009260 entrepreneurs/decision makers in 12 countries<br />Copyright © TAUS<br />
    48. 48. Content DifferentiationUtility – Time – Sentiment assessment<br />On a scale from 1 to 5<br />Ubiquitous not-perfect MT will drive the need for high-quality translation.<br />Copyright © TAUS<br />
    49. 49. Translation Data AssessmentTM is out! Data is in!<br />Apply data to:<br />Control and improve quality (terminology/synonyms/style)<br />Improve standardize the source (instead of putting constraints on creative writers)<br />Clean and prepare data for MT training<br />Increase leveraging<br />Analyze customer and user sentiments<br />Watch out for:<br />Data lock-in (vendor monopolies)<br />Pirates<br />Pursue benefits of legitimate sharing:<br />Everyone gets access – stimulate healthy competition<br />Proliferate your terminology – lower threshold – stimulate market growth<br />Copyright © TAUS<br />
    50. 50. Translation Technology AssessmentSelf-service lets you train your engine for every job<br />Keep your options open:<br />Use and produce<br />Wait for the aggregators – train, evaluate, use thousands of engines through one portal<br />New opportunities for LSPs<br />Copyright © TAUS<br />
    51. 51. Enterprises in 5 Years<br />Need a Language Strategy not just reducing word rates<br />“Dual Linguaspheres”<br />Copyright © TAUS<br />
    52. 52. Enterprises in 5 Years<br />Machines<br />MT embedded.<br />?<br />Data is core.<br />SaaS + Value-add.<br />Open<br />(Collaborative)<br />Project-based.<br />Closed<br />(Competitive)<br />Continuous translation.<br />Cascaded supply chain.<br />Word-based pricing (text).<br />Community/user.<br />GMS workflow systems.<br />TM is core.<br />Human & Machine<br />Copyright © TAUS<br />
    53. 53. Enterprises in 5 YearsThe relevant strategic questions<br />Innovate the ‘old model’ or ‘tabula rasa’ <br /><ul><li>All attributes are opposite
    54. 54. Insource or outsource (process audit)
    55. 55. Discovery of enterprise needs: new services, new niches, new locales</li></ul>How to engage a community of users<br />Use MT or produce and use MT <br /><ul><li>Technology convergence – embedded MT</li></ul>Content differentiation – UTS assessment<br />Share data, optimization<br />Collaborate with industry peers<br />Copyright © TAUS<br />
    56. 56. Separate ‘Lingua’ from ‘Infra’ ….<br />Infrastructure<br />Customer self-service<br />Communities<br />Shared resources<br />Disintermediate<br />Open Translation Platforms<br />Limited ‘lingua’ capacity<br />MT<br />The Battle of Words<br />….and multiply translation volumes<br />Copyright © TAUS<br />
    57. 57. in 5 Years<br />Industry Think Tank<br />&Innovation Partner<br />Research<br />Consulting<br />Events - workshops<br /><br />Copyright © TAUS<br />
    58. 58. Next year<br />Industry Data Resources<br />Billions more words<br />Open source TDA<br />Linguistic - TM Cleaning<br />Matching Scores<br /><br />Copyright © TAUS<br />
    59. 59. References<br />TAUS Predictions 2010<br /><br />Translation as a utility, even without miracle breakthroughs<br /><br />Report on findings on ideation session with 30 leading global buyers <br /><br />Report on roundtable meeting with Globalization Directors<br /><br />Round up and videos on leading edge in MT and spoken translation<br /><br />Copyright © TAUS<br />