Reaching customers in new target locales requires an enterprise-wide content strategy that will circumvent language and cultural barriers, fit seamlessly into existing content workflows and not break the bank.
In this webinar Brian discusses how to develop a flawless content strategy by bringing the power of Custom Machine Translated content in the mix.
YouTube link: https://youtu.be/HG8-9vlKZkk
4. What is KantanMT?
Statistical Custom MT Platform
Cloud-based
Extremely customisable
Highly scalable for high
volume
Fully-automated translations
High speed, high quality
translations
Active KantanMT Engines
9,392
Training Words Uploaded
434,189,753,677
Member Words Translated
7,161,269,925
KantanMT
6. Software Industry.
Objectives
Build MT engines for on-line help
Pilot for English => German
Scale to multiple target languages
Focus on Translator productivity
Challenges
Complexity of online help content
Very tight production schedules
Pilot & Other Languages < 4 months
7. Software Industry.
Results
Highly Scalable: +4 languages in 6
months
High Quality Translation output
Translator Productivity Increase: 30-50%
Reduced Project Costs: 27-40% savings
Lower Post-Edit Rates after KantanMT
Engine Retraining
Case Study available for download.
9. Technical Manuals
Objectives
Languages: English->Dutch
POC to validate rapid ROI
Focus on translation productivity
Solution must scale to 50 manuals pa.
Integrate to existing L10N workflow
Challenges
Client had already built in-house MT
Output of in-house system very poor
10. Technical Manuals
Results
Seamless integration into existing L10N workflow
Translation productivity: + 25%
Reduced Post-Editing effort using PEX
Reduced project turnaround time
Significantly higher quality translations achieved
Process will scale to meet future requirements
Case Study available for download.
12. Strategic Decisions
High Level Business Needs - Create a
‘Global Model’
Structural Elements
What content?
Where is it needed?
What are the differences?
Governance Elements
How will it be managed?
14. What Languages?
Government of India – Hindi in the
Devanagari script plus English
Indian constitution lists 22 recognised
languages
2001 Census – 122 major languages
and 1,599 other languages
Also recorded 30 languages spoken
by more than 1m people
15. Education Levels?
Adult Literacy Rate, 15+ both sexes. Source: Worldbank
World Average
Philippines
India
China
Indonesia
Nigeria
16. In Thailand for instance?
Official government survey :
Average amount of reading by
respondents – 7 sentences per year.
Website experience -
No use of ‘more info’ button
No product descriptions
Use of imagery and video
Think about how best to present the
information
17. Structural Model and MT
What Content
What Locales and
Languages?
What Content
Types?
Sharing,
Differences,
Transcreation?
MT?
It’s the needs of the business that influence these decisions.
Make the decisions and then review the process for MT fit.
18. Governance Model and MT
Centralised Federated Hybrid
• One MT system makes sense to generate economies of learning
across management and users. (Unless that provider cannot service
the locale/domain.)
• Cloud based solutions can be accessed from anywhere!
• Leverage local language/domain expertise if required
19. Getting Tactical about Content for MT
Shorter sentences
Remove needless words
Be consistent
Use glossaries
Avoid idioms and jargon
Use correct grammar
Controlled Language
Identify Named Entities
Stick to Unicode Standard -
UTF8
20. Get serious about TMs
MT depends on Training data
Cleanse your TMs
Training data can help to:
Improve precision – bi-lingual
Improve fluency – mono-lingual
Maintain consistency – glossaries
Library data and pre-built engines*
can help to supplement data.
(*KantanLibrary™ & KantanFleet™)
21. How is Quality Determined
Automated scores
Build Analytics
Linguistic Quality Review
But ultimately:
The customer decides!!
Build in your own kpis
No more expensive deployments
Monthly subscription plan
Customised subscription plan
No more complexity
KantanMT does all the heavy lifting
You focus on what you do best – grow and develop your business
No more expensive deployments
Monthly subscription plan
Customised subscription plan
No more complexity
KantanMT does all the heavy lifting
You focus on what you do best – grow and develop your business
You all have probably heard these first two much quoted stats but it’s worth revisiting them.
This has been supported by a more recent study into cross border internet selling by the Uni of Amsterdam.
The point of course is that language is as much a challenge to communication in the connected world as it was in the offline world
So what about the fast growing, faster developing markets?
The chart show the real growth in median income on the vertical axis and the projected median income on the horizontal axis.
So for these countries the median income is expected to grow at a rate of between 45% and 90% over the next 15 years.
What’s even more interesting is that these 5 markets account for a combined population of over 3 billion
So where does that leave us with regards the language challenge?
The government of India cites Hindi and English as the official government languages and of course English is taught in secondary school
But there are 22 what they call scheduled languages in the Indian constitution
122 major languages and over one and a half thousand other languages
Now the challenge here is what is the ‘preferred’ language of your target audience and do we need to use that to communicate most effectively?
Also, if we do need to communicate in English or their preferred language is literacy an issue?
The chart from the Worldbank show the official level of literacy reported for each country
Taking these at face value they seem pretty good with three of the countries above the world average.
However….