Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Language Matters                                                                   Reinhard Schäler                       ...
What Global Multinational Digital Publishers          really (used to) think         about cultural diversity
Well save Australia;No one likes usDont know why.I dontwant to hurt no kangaroo.Well build an all-AmericanWe may not be pe...
… and what their plans are       for the year 2030A sneak preview of their already prepared press   release to by issued b...
A message from the Ghostly ImageSpokesperson of the Intergalactic Digital Publishers’ AssociationIt is most gratifying tha...
What the world’s most prominent Business Thinkers have to sayBack to real life!And a much more optimistic outlook
Give up the Illusion of Control: From Social Media to Social Business to Social Localisation                     The elite...
Give up the Illusion of Control: From Social Media to Social Business to Social Localisation                           Thi...
Control leads to compliance;   autonomy leads to engagement.Daniel Pink, author of A whole New Mind and Drive
Give up the Illusion of Control: From Social Media to Social Business to Social Localisation                 Social Media ...
One trillion hours a yearof participatory value are up for grabs.                Clay Shirky             Cognitive Surplus
The most significant growth opportunity for the industrySocial Localisation
MainstreamLocalisation 7 billion people + 1 zetabyte of content = system overloadThe Titanic has hit the iceberg.   Try pl...
SocialLocalisation  7 billion people + 1 zetabyte of content = community action       Large                     Large amou...
The Route to Social LocalisationImagineGlobal communities supported bySocial Localisation Technologies exchangingany type ...
FromEnterprises toTribesRationale              Actors               Filter                 Players                    KPIs...
To help Wikipedia become more helpful to speakers of smallerlanguages, we’re working with volunteers, translators andWikip...
SocialLocalisation Environment: Challenge                     Specific         Specific                 Specific          ...
SocialLocalisation Technology: Challenge                                                     PM Lead                      ...
SocialLocalisation Technology: ChallengeTens of thousands of pre-configured processes and closed,inflexible, and proprieta...
SocialLocalisation Technology: Solution  Match                                                           Productivity     ...
THE ORM DESIGN PRINCIPLE                Open – Right - Minimalistic                                          26
27
28
29
30
31
ORMDesignPrinciples• Open  – Don’t stand in the way     • Everyone can see tasks; no checks or tests before entry; only   ...
Match        Research Demonstrator        Development Prototype        Pilot and Public Review        Roll-out
MeasuresOfSuccess     • Does it                                         • Is it       float?                              ...
• Social Localisation represents the biggest growth  opportunity for the industry• Localisation Decision: From Enterprise ...
What’s Your Message?Social Localisation                       36
Become a Friend of The Rosetta Foundation http://www.TheRosettaFoundation.org/donate                             Thank you...
Trends in Localisation
Trends in Localisation
Trends in Localisation
Trends in Localisation
Upcoming SlideShare
Loading in …5
×

Trends in Localisation

2,229 views

Published on

Presentation given at TM Europe, 4-5 October 2012, Warsaw, Poland, by Reinhard Schaler, LRC/CNGL & The Rosetta Foundation.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Trends in Localisation

  1. 1. Language Matters Reinhard Schäler Localisation Research Centre (LRC) Centre for Next Generation Localisation (CNGL) The Rosetta FoundationPresentingTrends in Localisation ORM: Zen – or the art of community translation technology TM Europe – Warsaw – 04-05 October 2012
  2. 2. What Global Multinational Digital Publishers really (used to) think about cultural diversity
  3. 3. Well save Australia;No one likes usDont know why.I dontwant to hurt no kangaroo.Well build an all-AmericanWe may not be perfect In the words of Randy Newmanamusement park there;But heaven knows we try. Political Science (1972)Theyve got surfing, too.But all around even our old friends put us down.Lets drop the bigLondon, see what happens.Well, boom goes one andWe give them moneyAnd boom Paris.But are theyfor youMore room grateful?No theyreroom for me.And more spitefulAnd theyre hateful. every city the wholeThey dont respect usworld roundso lets surprise them;Will just be anotherWell droptown. oneAmerican the bigand how peaceful itll be;Oh, pulverize them.Now Asias crowded free;Well set everybodyAnd Europes too old.Youll have JapaneseAfricas far too hot,kimonos, baby,And Canadas too cold.Therell be ItalianAnd South Americashoes for me.stole our name. anyhow,They all hate usLets drop the big one; therell beSo lets drop the big one now.no one leftthe blame us.Lets drop to big one now.
  4. 4. … and what their plans are for the year 2030A sneak preview of their already prepared press release to by issued by the Ghostly Image in the words of Arthur Dent
  5. 5. A message from the Ghostly ImageSpokesperson of the Intergalactic Digital Publishers’ AssociationIt is most gratifying that yourenthusiasm for our planetcontinues unabated. As atoken of our appreciation, wehope you will enjoy the two Simon Jones aka The Ghostly Imagethermonuclear missiles weve (The Hitchhiker’s Guide to the Galaxy, 2005)just sent to converge withyour craft. To ensure ongoingquality of service, your deathmay be monitored for trainingpurposes. Thank you.
  6. 6. What the world’s most prominent Business Thinkers have to sayBack to real life!And a much more optimistic outlook
  7. 7. Give up the Illusion of Control: From Social Media to Social Business to Social Localisation The elites--or managers in companies— no longer control the conversation. Gary Hamel Ranked by the Wall Street Journal as the world’s most influential business thinker
  8. 8. Give up the Illusion of Control: From Social Media to Social Business to Social Localisation This is about corporate spring. Marc Benioff CEO, salesforce.com
  9. 9. Control leads to compliance; autonomy leads to engagement.Daniel Pink, author of A whole New Mind and Drive
  10. 10. Give up the Illusion of Control: From Social Media to Social Business to Social Localisation Social Media will be dwarfed by Social Business Ethan McCarthy Senior Manager of Digital and Social Strategy, IBM
  11. 11. One trillion hours a yearof participatory value are up for grabs. Clay Shirky Cognitive Surplus
  12. 12. The most significant growth opportunity for the industrySocial Localisation
  13. 13. MainstreamLocalisation 7 billion people + 1 zetabyte of content = system overloadThe Titanic has hit the iceberg. Try plugging the holes? Start building the Ark. Yesterday Today Tomorrow Fix it: Short-term financial RoI Benefit/Impact MT Corporate IP & Control Communities Crowd-source Predictable projects Out of control Re-define quality 14
  14. 14. SocialLocalisation 7 billion people + 1 zetabyte of content = community action Large Large amounts Matching communities of content communities and with language accessible to the content theyskills ready to do communities need, and good and that should but supporting their support their is not being localisation causes. translated. efforts. Social Community Content Localisation 15
  15. 15. The Route to Social LocalisationImagineGlobal communities supported bySocial Localisation Technologies exchangingany type of digital content acrossthousands of languages. 16
  16. 16. FromEnterprises toTribesRationale Actors Filter Players KPIs Enterprise Market-driven Microsoft Symantec $30b industry Shareholder Profit Finance Google Short-term financial ROI value Oracle SAP User Non-market-driven Open: Mozilla, Wikipedia,… Unpaid volunteers Community Humanitarian: TWB, Amnesty,… Uptake Funded by Donors Crowd: Twitter, Facebook,… Translators work for Entrepreneur (notional) salary Proposal Measurable impact Change Funders cover costs Translation loan/inv’ment Universal Publically funded Government: EC Transl. Services,Legal Req.’s fundamental Coverage professionals African Union, … Human Right
  17. 17. To help Wikipedia become more helpful to speakers of smallerlanguages, we’re working with volunteers, translators andWikipedians across India, the Middle East and Africa to translatemore than 16 million words for Wikipedia into Arabic, Gujarati,Hindi, Kannada, Swahili, Tamil and Telugu. We began these efforts in2008, starting with translating Wikipedia articles into Hindi, alanguage spoken by tens of millions of Internet users. At that timethe Hind Wikipedia had only 3.4 million words across 21,000 articles–while, in contrast, the English Wikipedia had 1.3 billion wordsacross 2.5 million articles.
  18. 18. SocialLocalisation Environment: Challenge Specific Specific Specific Generic
  19. 19. SocialLocalisation Technology: Challenge PM Lead PM Lead PM PM LeadCostly hierarchical, duplicated, PM SLV Freelancer PM Lead Supportand redundant dependencies? PM SLV Freelancer Support PM SLV Freelancer Support SLV Freelancer Support Task Direct, self-managed, and transparent task support! Result Provider
  20. 20. SocialLocalisation Technology: ChallengeTens of thousands of pre-configured processes and closed,inflexible, and proprietary technologies? Analysis Translation Testing Release Analysis Translation Testing Release Analysis Translation Testing Release Analysis Translation Testing Release Analysis Translation Testing Release Analysis Translation Testing ReleaseGlobally interoperable & configurablecomponents! Testing Release Translation Analysis
  21. 21. SocialLocalisation Technology: Solution Match Productivity Service-Oriented Localisation Architecture SolutionMatching Task & Provider Supporting Task CompletionCrisp UI & Easy to Use Component TechnologiesSelf-managed, intelligent Open Data ResourcesZero overheads Flexible and adaptive 25
  22. 22. THE ORM DESIGN PRINCIPLE Open – Right - Minimalistic 26
  23. 23. 27
  24. 24. 28
  25. 25. 29
  26. 26. 30
  27. 27. 31
  28. 28. ORMDesignPrinciples• Open – Don’t stand in the way • Everyone can see tasks; no checks or tests before entry; only email necessary to register, no barriers• Right – Serve the right tasks to the right person• Minimalistic – Crisp Look & Feel • Clean, uncluttered, simple and elegant design; no forms to fill in; no training necessary
  29. 29. Match Research Demonstrator Development Prototype Pilot and Public Review Roll-out
  30. 30. MeasuresOfSuccess • Does it • Is it float? inclusive? Adoption? Variety? Impact? UI? • Changed • Accessible, lives? usable? The Titanic was built by professionals – the Ark by amateurs. 34
  31. 31. • Social Localisation represents the biggest growth opportunity for the industry• Localisation Decision: From Enterprise to User• Challenges posed by Social Localisation – Fear: Lack of understanding of the exact nature, inability to formulate adequate response, inability to take advantage of opportunities – Ignorance: Lack of data to capture size and provide solid evidence for emerging trends – Incapacity: Lack of technology to support its growth 35
  32. 32. What’s Your Message?Social Localisation 36
  33. 33. Become a Friend of The Rosetta Foundation http://www.TheRosettaFoundation.org/donate Thank you! Questions? Reinhard.Schaler@ul.ie www.localisation.ie - www.cnl.ie MSc in Multilingual Computing and Localisation (Distance Learning) www.localisation.ie/education 37

×