73% of online shoppers prefer buying in their native language – for businesses selling online this means translating thousands of product descriptions into that locale’s target language. Translating dynamic product description content needs a highly automated workflow that can be easily scaled to meet demand. Machine translation is the solution – data driven MT can mimic product description styles quickly and effectively to produce translations that are fit for their purpose. Aimed at eCommerce localization professionals, this presentation will give invaluable tips on how to develop an MT workflow that can be used to reach new markets, and attract and keep loyal customers.

1. No Hardware. No Software. No Hassle MT.

2. Breaking Language
Barriers:
Machine Translation
for eCommerce
Speaker: Tony O’Dowd

3. .
What we aim to cover today?
 About KantanMT.com
 Who are we and what we stand for?
 Ecommerce Retail Market
 Size & Opportunity
 Market Dynamics
 Top 3 Challenges
 The Good News!
 Building an eCommerce Global
Strategy
 Q&A
30 Minutes

4. What is KantanMT.com?
 Statistical MT System
 Cloud-based
 Highly scalable
 Inexpensive to operate
 Quick to deploy
 Our Vision
 To put Machine Translation
 Customization
 Improvement
 Deployment
 into your hands
Active KantanMT Engines
7,105
Training Words Uploaded
103,533,605,925
Member Words Translated
751,291,925
Fully Operational 12 Months

5. .
Technology Firsts
Q2 2013 Q3 2013 Q3 2014Q1 2013
Adoption: Uploaded 10b training
words and 200m words
translated. KantanAPI launched
www.kantanmt.com:
1st SMT Cloud Based
Platform (TotalRecall)
KantanAutoScale: Using
the power of the cloud to
maximise performance
Kantan BuildAnalytics:
Helping engineers build
better MT
Q1 2014
Kantan Analytics: 1st
Predictive Quality
Estimation Technology
Massive Adoption: 750m
translated and 100b training
words uploaded
Q1 2015

6. .
KantanMT Community

7. .
eCommerce Retail Market
 Size of Market
 2013 - $260 Billion
 2017 - $450 Billion
 ( Source: PracticalEcommerce )
 Industry without
borders
 International Sales
 2017 - $200+ Billion
 ( Source: PracticalEcommerce )

8. .
Global eCommerce Dynamics
 1+ Billion Customers
 ( Source: QNET Annual Report 2013 )

9. .
Global eCommerce Dynamics
 Mobile Devices are everywhere!
 ( Source: QNET Annual Report 2013 )

10. .
Global eCommerce Dynamics
 73% of consumers more
likely to purchase a product
in their own language
 ( Source: EU Study of 2,430 web consumers in 8 EU Countries )

11. .
Global eCommerce Dynamics
 9 out of 10 internet users will
visit websites in their own
language when given a choice
 ( Source: EU Study of 2,430 web consumers in 8 EU Countries )

12. .
Global eCommerce Dynamics
 42% of consumers never buy
a product/service in other
languages
 ( Source: EU Study of 2,430 web consumers in 8 EU Countries )

13. .
Global eCommerce Dynamics
 The Comfort Factor
 Consumers prefer not to have to
work too hard to get information
that shapes their purchasing
decisions
 ( Source: EU Study of 2,430 web consumers in 8 EU Countries )

14. .
Global eCommerce Dynamics
 40% of current Ecommerce
Companies turn away
international orders
 ( Source: QNET Annual Report 2013 )

15. .
Challenges for Global eCommerce
 Selling Seamlessly Across Language Boundaries
 42% of consumers never buy a product in other
languages
 40% of current eCommerce Companies turn away
international orders
 Offering Personalisation
 73% of consumers more likely to purchase a
product in their own language
 9 out of 10 internet users will visit websites in
their own language when given a choice
 Building a Trustworthy eCommerce Brand
 Consumers prefer not to have to work too hard to get
information that shapes their purchasing decisions

16. .
Global eCommerce Dynamics
 Here’s a Secret!
 ( Source: QNET Annual Report 2013 )

17. .
Machine Translation can help!
Across Language
Boundaries
Selling Internationally
Work in your
language
Personalisation
Think Global but
act Local!
Global Brand

18. .
Benefits of MT for Global eCommerce
 Sell across language barriers
 On-demand language translation
 Improve UX experience
 Real-time glossary adaptation
 Improves accuracy and consistency
 Translating Titles for Search
 MT is great for priming multilingual search
 Automatic Name Entity Recognition
 Type conversions to suit locale requirements
 Instantaneous
 MT can be easily integrated to existing L10N workflows
 Quick, immediate and on request!
Across Language
Boundaries
Selling Internationally

19. .
Personalisation
 Marketplace Personalisation
 Terms & Conditions
 Return Policies
 Tax Policies
 eCommerce Policy documents
 Getting Started Guides
 Usability Guides
 Technical Support
 Technical Briefs
 Training
 Marketing Materials
Work in your
language
Personalisation

20. .
Think Global, Act Local!
 Build a Global Brand
 The case for translation is well made!
 Although there over 6,000 language spoken
today
 You can target only a small number to go
Global!
 For example
 If you’re in English today – that’s $200 Billion!
 If you use MT for just 6 additional languages –
that’s another €200 Billion market!
Think Global but
act Local!
Global Brand

21. .
Global eCommerce Strategy
 Questions to ponder!
 What countries and languages already account for significant
online traffic?
 What is the breakdown of our customers based in other
countries?
 What % of revenue comes for international markets compared
to our competitors? Where do they operate?
 What are the top languages and countries represented amongst
our client base?
 Where do we already have a local office, distributors and/or
partners?
 What languages are already spoken in markets where we have a
presence (French in Canada, N. Africa, Spanish in the USA etc.)
 What countries represent the biggest market share in our
industry and what languages are spoken there?

22. .
Conclusions
 MT is an essential part of
a Global eCommerce
strategy
 Localise User Experience (UX)
 Localise Pricing & Size Information
 (Remember : 70% of online
shoppers prefer buying in their
Native Language!)
 But the biggest benefit
 Accelerates access to new
markets to grow sales and
improve company profitability!

23. .
Tony O’Dowd
tonyod@kantanmt.com