GIM Strategy #5: Automate TranslationsCommunicate like you’ve never communicated before

GIM Webinar Series: www.sdl.com/gim-webinar-series

Sophie HurstDirector, Product MarketingSDL

Facts about Automated Translation

CNH saved over $15m through applying automated translation Chrysler reduced costs by over 35% using automated translation at the same time as driving up consistencyBest Western reduced the delivery time of multilingual content from 24 months estimate to 8 monthsRS Components reduced time-to-market by 35% and costs by 27%

Agenda

About SDLMarket trendsDifferent uses and types of automated translationSDL Automated Translation Solutions™

SDL

Publicly traded company with $250m annual revenuesOver 2000 employees in 50 offices across 32 countries

Award-winning and profitable with long term financial stability 80%+ of the global translation supply chain use SDL software500+ deployments of enterprise technologies

sdl.com sdltridion.com sdltrisoft.com lspzone.com translationzone.com click2translate.com freetranslation.com

Recognized Leader in Global Information Management

41 of the 50 Top Global Brands*

*Source: Interbrand, 2008

Reaching Global Customers

End-to-end Process for Global Information Management

Writing high-quality

source content and preparing

for translation

Global

Authoring

A database of everything

that has been written

and translatedbefore and

can be reused

Translation

Memory

Storing keybrand

terminology in one central location

for allto access

Terminology

Management

Web Content

Storing and managing content ina locationwhere it can be

accessedand reused

ProductContent

Content

Management

Managingthe process of deliveringmultilingual

content, centralizingtranslation

memories and sharing with translators

Central Store of Multilingual

Content

Translation

Management

Providing an instant

translationfrom a

machine. Either to give an

understanding of the meaning

or combinewith people for high-quality

output

Automated

Translation

SDL GIM Platform Access to central assets for global content

SDL Services

Market Trends

Challenges in Global Business

Large volumes of content incurring high translation costsDocumentation, technical guides, web content, support content etc

Pressure to release products and information quicklyTraditional methods of translation can take too long, delaying revenue opportunities and impacting support capabilities

Increasing drive to reduce translation costsHow to cut costs and do more with less

Distributed workforces increase communication challengesTrends mean people speak different languages, introducing internal and external communication challenges

MT Survey—Key Findings

BackgroundOver 385 business professionals took partConducted by SDL, IAMT and AMTARespondents included Cisco, Dell, HP, Motorola, Oracle, Panasonic, Philips and Vodafone71% of respondents were of managerial level and aboveSales and marketing, technical documentation, localization, IT and engineering

Results across Europe and the US were very similar40% increase in the number of companies that would now consider automated translation, compared with two years agoNearly a quarter of respondents are either using or plan to use automated translation

Planned Use of Automated Translation

Have you considered using automated translation for your business?

0

5

10

15

20

25

30

%

Yes, we are using it Yes, we have thoughtabout it but are not

using it

Yes and we have plansto implement

automated translation

No, we do not considerit appropriate

No, we have concernsabout the quality of

content

No, we are not familiarwith automated

translation

Nearly a quarter of respondents are either using or plan to use automated translation

Market Trends

How likely are you to use automated translation now, compared totwo years ago?

0

5

10

15

20

25

30

35

40

%

More likely to use it nowthan two years ago

The same - still wouldconsider it

The same - still wouldnot consider it

Less likely than twoyears ago

In the last two years views towards automated translation have changed – businesses are now more likely to use it

Gartner and Machine Translation

Gartner hype cycle shows MT has moved along and will be main stream adoption in over 2 years time

Uses and Types of Automated Translation

Different Uses of Automated Translation

• High-quality translation for top 20%• Fully automated useful translation for remaining 80% (‘gisting’)

Different Types of Systems

RBMT systemLanguage rules are coded in the MT engine for each language directionEngine uses language dictionaries - source word/term, translation and grammarCore dictionary for basic operation – common usage words and customization to specific terminology for customers

SMT systemLearns how to “translate” by analysing large amounts of data = TrainingStarting point is an aligned corpus (e.g. TM), 20 to 30 million wordsSystem is trained with this data – base line language directionCustomization is by training with aligned corpus of customer data, 1 to 5 million words

Uses in Different Scenarios

Support Content

Social Media

Digital Content

Content is Created

Technical Docs

Frequently –Read Support

Websites

• Pass through Translation Management System

• Apply appropriate type of automated translation – SMT or RBMT

Multilingual Content

SMT for Gisting

Rules-based + Poste Editing High

Quality

Every Case is Different

What if you don’t have enough corpus for training the system, but you only want gisted content?

What if you decide you want to go for automated translation plus post editing but there are not the right languages through that system?

You may want to do gisting, but have concerns about accuracy and need specific terminology to be correct?

Communicate Like You’ve Never Communicated Before

SDL Automated Translation Solutions™ open up new communications opportunities between people who speak different languages.

They enable instant translation of content held within chat, e-mail, documents, presentations and the webThrough tight integration with existing translation processes and the translation supply chain, they provide rapid and highly cost-effective solutions for both ‘gisted’and high-quality translations.

Internal - External

Improve internal and external communications and translate content that might never have been translated before – at less cost and in less timeIntegration within

E-mailWord PowerPointExcelChat toolsCopy and paste content from clipboardIntranets for internal informationWebsites for support or other contentFreetranslation.com for the consumer

Integrated

Integrate with Global Information Management, leveraging your existing translation assets and integrating with your translation supply chain

Integrates with SDL Trados Studio translation memory and SDL Translation Management System

Apply both translation memory and automated translation to improve output quality

Apply linguistic and terminology rules to source content to ensure content is prepared for automated translation

Flexible

Provide both ‘gist’ and high-quality translations on content – depending on the requirements of different types of content

Use it for gisting purposes – to provide an idea of the meaning of content and/or combine it with human skills to provide high-quality content

SDL Knowledge-based Translation System has been combining automated translation with human skills for the past 4 years, providing high-quality content

Your translators will be able to test the translation memory functionality within the new release of SDL Trados

Total Language Pairs

Polish ↔ EnglishRomanian ↔ EnglishRussian ↔ EnglishSerbian ↔ EnglishTurkish ↔ English

MIDDLE EASTERN & AFRICANArabic ↔ EnglishArabic ↔ FrenchArabic ↔ SpanishHausa ↔ EnglishHebrew ↔ EnglishPersian ↔ EnglishSomali → EnglishUrdu ↔ English

ASIANHindi ↔ EnglishJapanese ↔ EnglishKorean ↔ EnglishSimp. Chinese ↔ EnglishThai ↔ EnglishTrad. Chinese ↔ English

WESTERN EUROPEANDanish ↔ EnglishDutch ↔ EnglishFrench ↔ ArabicFrench ↔ EnglishFrench ↔ GermanFrench ↔ SpanishGerman ↔ English German ↔ FrenchGerman → SpanishGreek ↔ EnglishItalian ↔ EnglishItalian → SpanishNorwegian ↔ EnglishPortuguese ↔ EnglishSpanish ↔ ArabicSpanish ↔ EnglishSpanish ↔ FrenchSwedish ↔ EnglishEnglish → FinnishEnglish → Danish

EASTERN EUROPEANBulgarian ↔ EnglishCzech ↔ EnglishHungarian ↔ English *Total Language Pairs Including Language Weaver Languages

The world's largest manufacturer of agricultural equipment

Revenues: $18 billion

Dealers: 11,400

Countries: 160+

Case Study: Customer Experience

Profile

Drive up self-service levels for dealer support

Drive down cost and time to localize technical support knowledge

Translate over 2 million words into 6 languages

Integrate with Knova Service Resolution Management solution

Executive Mandate

Dealer success rate with self-service increased from less than 20% to over 80%

Up to three-fold increase in global content throughput

GIM costs reduced by 40%

Integrated system for translation of different types of support content

Results

“Through our partnership with SDL, we provide support to our global dealers at 40% lower costs with significantly faster turnaround times. This provides solutions to their technical issues every hour of every day of the year, whilst significantly reducing the workload on support centres.” Joe Pstrak, Director of Dealer e-Business Services

Summary

Reach global markets fasterTranslate content that might never have been translated before and serve new markets with content in their own language

Be more competitive by speaking the language of your customer

Provide multilingual content like never before

Improve productivity among employees

Help people understand information and do their job better

Why SDL for Automated Translation?

Expertise over the last 5 years of applying automated translation in many business environmentsHas done research and testing into the different types of engines and so can provide guidance Employs the largest groups of post editors and computational linguistsSees automated translation as a future trend and understands the importance of integration in:

Translation memory (SDL Trados Studio)Workflow environments (SDL Translation Management System)Content creation (SDL Global Authoring Management System)With other providers (eg Language Weaver)

Questions?

To ask a question, use the Q&A panel in the right hand corner of your screen.

Questions?

Learn More!

Download the GIM Webinar Series recordings:www.sdl.com/gim-webinar-series

Register for an upcoming GIM Conference:www.sdl.com/events

New York City – September 23Chicago – October 7London – October 15Boston – November 4Copenhagen – November 26

More information on SDL Automated Translation Solutions, to download a research paper or view a demo: www.sdl.com/communicate