Presentation given by Reinhard Schaler on 25 July 2011 at Science Foundation Ireland's Digital Ireland Workshop, Guinness Store House, Dublin, Ireland.

1. Localisation: The Life Cycle of Digital Content Reinhard Schäler Director, Localisation Research Centre (LRC), UL Principal Investigator, CNGL Digital Ireland Workshop Guinness Storehouse 25 July 2011

2. Who we are

4. 72.4 percent of consumers say they would be more likely to buy a product with information in their own language

5. The global market for language services was US$26 billion in 2010

6. Companies that are in favor of technology grow nearly three times as fast as companies that have mixed feelings about it or are against it

8. Founded in 1999 Ten years later: net revenues of €38m Oct 2009WRI is up for sale The Business Case for LocalisationWeb Reservations International (WRI)

9. The Business Case for LocalisationWeb Reservations International (WRI) Founded in 1999 Ten years later: net revenues of €38m October 2009WRI is up for sale November 2009The Irish Times’ Breaking News reports that Hellman and Friedman have purchased WRI for, reportedly, >€200m

10. The Business Case for LocalisationWeb Reservations International (WRI) Imagine If hostelworld.com had just been in English… The lesson Localisation increases the value of your digital content manyfold The ROI of localisation activities is always higher than that in original content development It has to be part of your global communications strategy

11. Essential Component in Digital Content Life Cycle Sales and Marketing Business Management Customer Care Resource Sharing Self Governance Product Delivery Individual Motivation & Learning Collective Action Serving the Global Customer and the Multilingual Society Creation By humans or machines Annotation Association of metadata Transformation Including translation, text-to-speech, personalisation Processing Preparation and maintenance of data Delivery Multi-modal, multi-platform Global Customer Multilingual Society

12. CNGL Research Tracks Integration Personalisation Design Standards Workflows Crowd Sourcing Evaluation Adaptive Hypermedia IR, Social Networking Software Eng. HCI Demonstrators Evaluation MT Speech NLP Volume Access Integration

13. CNGL Key Achievements Innovation Platforms MaTreXMT System Muse Speech System Solas Localisation Framework Adaptive Engine (Personalisation) Social media tools A flexible localisation framework easily adaptable to the requirements of specific projects of SMEs Service-Oriented Localisation Architecture Solution

14. Opportunities Nationally Example: 90% of tourism-related websites are not localised leading to a significant loss in revenues Collaboration with Multinationals Internationally Outreach to growing user communities in Asia and Africa Collaboration with enterprise, governments, intergovernmental organisations & NGOs

15. Industry Interaction & Outreach

16. Thank you! Centre for Next Generation Localisationwww.cngl.ie Localisation Research Centre (LRC)LRC XVI: Vertical vs. Virtual – 21st Century Localisation Strategies and 3rd Multilingual Web Workshop (EU & W3C)Limerick 21-23 September 2011www.localisation.ie Action for Global Information Sharing (AGIS)AGIS ‘11 Event, United Nations Economic Commission for Africa; Addis Ababa, 01-02 December 2011www.agis11.org