LOCALIZATION 2.0:Leveraging tomorrow’s tools and technologies forLeveraging tomorrow s tools and technologies for success todayPlease note that the audio for this webcast will be streamed.
Presented by Nicholas McMahonModerated by Paula ShannonFebruary 11, 2009
About Lionbridge
Global ScaleGlobal Scale Market LeadershipMarket LeadershipGlobal ScaleGlobal Scale4,600 employees 26 countries
• Global network of 25,000 translators
Market LeadershipMarket LeadershipLeader in $12B services industry• Translation and adaptation of products
and content for international markets
Global ClientsGlobal ClientsRecurring relationships with 500+
Hosted TechnologyHosted TechnologyW b b d l t h l Recurring relationships with 500+
global clients• 80% of revenue comes from recurring clients• 12 of the Fortune 20 companies are client
Web-based language technology platform• Enhances competitive advantage• Drives efficiency
Company confidential – distribution prohibited without permission
Localization 1.0: In-efficiency Localization 1.0 Remains a Craftsman Model
Each unit of production moves as a complete entity with source files, TMs, glossaries etc.
Company confidential – distribution prohibited without permission
Localization 1.0: In-efficiency Localization 1.0 Remains a Craftsman Model
Each unit of production moves as a complete entity with source files, TMs, p p y , ,glossaries etc.“Workflow” tools limited connectivity and add admin burden and cost in exchange for visibility
Company confidential – distribution prohibited without permission
Localization 1.0: In-efficiency Localization 1.0 Remains a Craftsman Model
Each unit of production moves as a complete entity with source files, TMs, p p y , ,glossaries etc.“Workflow” tools limited connectivity and add admin burden and cost in exchange for visibility
Company confidential – distribution prohibited without permission
Administration of process becomes the solution focus
Localization 1.0 Environment Localization 1.0 Environment
Company confidential – distribution prohibited without permission
The truth hurts: The current Localization environment
Localization experience becomes a bottleneck
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Localization 1.0: The Bottleneck
Massive Administrative Burden – eased by GIM
GIM improves administration but fails to support massive width parallel environments It is not
99% Focus on Delivery and Challenges of Delivery
massive width parallel environments. It is not products fault it is simply not ARCHITECTED to
support Localization 2.0 needs
Company confidential – distribution prohibited without permission
Trends Facing the Translation & Localization World
Ubiquitous BroadbandEmerging Economy Penetrations
greater than the US
Social NetworkingDrives user-generated content hours from 3% to 30% in 3 years!
Atomizing ContentHosted Applications
Consumer Applications driveHTML and XML reach full potential
Consumer Applications drive innovation
“Always-on” GenerationLong tail of Languages
100+ deployments increasingly Common
Always on GenerationEverything, everywhere, all the time
Shorter Shelf LifeProduct Cycles of months or
Extreme MobilityPersonal Geographic and device
bilit
Company confidential – distribution prohibited without permission
Product Cycles of months or weeks
capability
A Perfect Storm:
C titi k t d d t
Top six ingredients for a Paradigm Shift
Competitive market demands mature
Company confidential – distribution prohibited without permission
A Perfect Storm:
C titi k t d d t
Top six ingredients for a Paradigm Shift
Competitive market demands mature
Non-English speaking consumer outstrips English speakingoutstrips English speaking
Company confidential – distribution prohibited without permission
A Perfect Storm:
C titi k t d d t
Top six ingredients for a Paradigm Shift
Competitive market demands mature
Non-English speaking consumer outstrips English speakingoutstrips English speaking
Customer finds a voice
Company confidential – distribution prohibited without permission
A Perfect Storm:
C titi k t d d t
Top six ingredients for a Paradigm Shift
Competitive market demands mature
Non-English speaking consumer outstrips English speakingoutstrips English speaking
Customer finds a voice
Free the enterprise
Company confidential – distribution prohibited without permission
A Perfect Storm:
C titi k t d d t
Top six ingredients for a Paradigm Shift
Competitive market demands mature
Non-English speaking consumer outstrips English speakingoutstrips English speaking
Customer finds a voice
Free the enterprise
Global economic meltdown
Company confidential – distribution prohibited without permission
A Perfect Storm:
C titi k t d d t
Top six ingredients for a Paradigm Shift
Competitive market demands mature
Non-English speaking consumer outstrips English speakingoutstrips English speaking
Customer finds a voice
Free the enterprise
Global economic meltdown
Traditional systems fail
Company confidential – distribution prohibited without permission
y
Innovation = Opportunity = SurvivalInnovation = Opportunity = Survival
Growth Requires Productivity & Performance Gains!
Portals & Workflow
Centralized Assets
CommunitiesMT & Human Hybrid
SaaS
Company confidential – distribution prohibited without permission
y
Assessing Localization 2.0Assessing Localization 2.0
D d
Demand
Communities
LinguistDemand
Demand
Demand
Linguist
L10NExperience
L10NExperience
Demand
Demand
Demand
D d
Linguist Demand
Demand
Demand
Linguist
Demand
Demand
Additional competitive needs
Company confidential – distribution prohibited without permission
Demand Additional Department needs
Localization 2.0 New ToolsLocalization 2.0 New Tools
D d
Demand
Communities
Community
Community
Demand
Demand
Demand
Community
Community RulesMT
L10NExperience
L10NExperience
Demand
Demand
Demand
D d
y
StatMT
MT
Human
Demand
Demand
Demand
Hybrid
Human HybridLSPs
Demand
Demand
Additional competitive needs
LSPs
LSPs
Company confidential – distribution prohibited without permission
Demand Additional Department needs
LSPs
Localization 2.0 New Platform Localization 2.0 New Platform
D d
Demand
Communities
Community
Community
Instant Synchronous
Demand
Demand
Demand
Community
Community Rules
asset updating
Instant synchronous application
L10NExperience
L10NExperience
Demand
Demand
Demand
D d
y
StatMT
MT
Human
application updating
Instant synchronous
Demand
Demand
Demand
Human Hybrid
Human HybridLSPs
availability of MT, Human Hybrid and
Communities
Direct Peer, DirectDemand
Demand
Additional competitive needs
LSPs
LSPs
Direct Peer, Direct Client and LSP support applies resources only where needed
Company confidential – distribution prohibited without permission
Demand Additional Department needs
LSPs
Assessing Localization 2.0Assessing Localization 2.0
Published Work
Collaborative EfficiencyEvolving Source
TMsBug TrackingGlossaries
Test ScenariosQueriesStyle Guides
High TechLow Cost
Testing in China
ClientClient
UI Engineering in India
Languages in Country
DTP in Slovakia
Localization 2.0 is produced by a Community of Specialists
Production tasks are segmented and performed according to “Skill and Cost Matching”
Company confidential – distribution prohibited without permission
Assessing Localization 2.0Assessing Localization 2.0
Published Work
Collaborative EfficiencyEvolving Source
TMsBug TrackingGlossaries
Test ScenariosQueriesStyle Guides
High TechLow Cost
Testing in China
ClientClient
UI Engineering in India
Languages in Country
DTP in Slovakia
Localization 2.0 is produced by a Community of Specialists
Production tasks are segmented and performed according to “Skill and Cost Matching”Internet serves as the assembly line, bringing the work to the specialist at the right moment
Company confidential – distribution prohibited without permission
Assessing Localization 2.0Assessing Localization 2.0
Published Work
Collaborative EfficiencyEvolving Source
TMsBug TrackingGlossaries
Test ScenariosQueriesStyle Guides
High TechLow Cost
Testing in China
ClientClient
UI Engineering in India
Languages in Country
DTP in Slovakia
Localization 2.0 is produced by a Community of Specialists
Production tasks are segmented and performed according to “Skill and Cost Matching”Internet serves as the assembly line, bringing the work to the specialist at the right momentContext and knowledge in the cloud, not the files
Company confidential – distribution prohibited without permission
Assessing Localization 2.0Assessing Localization 2.0
Published Work
Collaborative EfficiencyEvolving Source
TMsBug TrackingGlossaries
Test ScenariosQueriesStyle Guides
High TechLow Cost
Testing in China
ClientClient
UI Engineering in India
Languages in Country
DTP in Slovakia
Localization 2.0 is produced by a Community of Specialists
Production tasks are segmented and performed according to “Skill and Cost Matching”Internet serves as the assembly line, bringing the work to the specialist at the right momentContext and knowledge in the cloud, not the files
Company confidential – distribution prohibited without permission
Workflow tools now applicable and integrated using web services, workspaces, real-time status reports
Then & Now: Localization 2.0 From Administration to Management
Localization 1.0Localization 1.0
Administrate Internal Expectations
Create L10N AssetsGlossaries and TMs
Administrate Review and Feedback
Administer Costs and Invoicing
Company confidential – distribution prohibited without permission
Then & Now: Localization 2.0 From Administration to Management
Localization 1.0Localization 1.0Help direct
relationships to form and set
Administrate Internal Expectations
internal expectations
Expectations
Create L10N AssetsGlossaries and TMs
Manage the long term
quality and
Report costs against
performance and manage
strategicCreativity
Glossaries and TMs
Administrate Review and Feedback
effect of assetsstrategic emerging markets
Administer Costs and Invoicing
Facilitate direct and instant Review and Feedback
l
Company confidential – distribution prohibited without permission
cycles
Localization 2.0: Bridging the Human Communication GapLocalization 2.0: Bridging the Human Communication Gap
Set of Core Centralized ToolsMT, Glossary, Chat, TM’s, Authoring, QA Checkers
A Unique PlatformSaaS enabled for instant, massively , yscalable, massively upgradable and globally accessibleWeb 2.0 and AJAX capable for real time
i i d l i icustomization and complete connectivity
OPENAny vendor (based on quality of service)Any resource type (independent, amateur, MT or hybrid)A t t h l i tAny partner – new technologies, systems and resources
A quite revolutionA quite revolution
Localization 2.0 for business:Imagine a world where you communicate more accurately, more timely and more consistently to your global customersand more consistently to your global customersImagine a world where you spend less money and save time getting the job done and more time thinking about the value and opportunity of the global target marketof the global target market
Localization 2.0 for individuals:Imagine what an India full version of Wikipedia could achieve for a populous desperate for reformpopulous desperate for reform Imagine what free Cisco Network training in 120 languages can do to advance the availability of basic tools and information in the world
S f ffImagine what the Smithsonian and the free MIT course have to offer the world
Company confidential – distribution prohibited without permission
Knowledge CenterKnowledge Center
www.lionbridge.comwww.lionbridge.com
• Building Stronger Brands Around the World: A Guide to Effective Global Marketing
Download White Papers
• Strengthening Global Brands: Key Steps for Meaningful Communications around the World
• Building a Global Web Strategy: Best Practices for Developing your International Online Brand
View Webinars
• Web Globalization Trends to Watch• The Art and Science of Global Navigation• The Best Global Web Sites (and Why)
• Web Globalization Trends to Watch• The Art and Science of Global Navigation• The Best Global Web Sites (and Why)
Company confidential – distribution prohibited without permission
LionbridgeLionbridge leads the Industry leads the Industry and responds to Global Trends with Innovationand responds to Global Trends with Innovation
Outsource more than 1 Billion “words” per year to third party translatorsWorld’s largest global database of in countryWorld s largest global database of in-country translation resources pre-qualified for language and domain expertise supporting up to 170 languagesE t i f l b l t t kfExtension of global contract workforce beyond just translation to include web raters
1,900 active in-country web ratersAdding a new rater every 93 minutesAdding a new rater every 93 minutes
New opportunities to embrace “community” based translation resources
500 thousand translators in the world i k i th W baccessing work via the Web
May include students and freelancers who can deliver high quality translation at lower cost
Localization 2.0Localization 2.0
Communities
Open new channels of real time dialogue with customersHuman Translations for ‘free’ in the right environmentsPromote loyalty and trustOffer critical development informationOpen new, previously unsupportable global markets
Company confidential – distribution prohibited without permission
Localization 2.0Localization 2.0
Technology Platforms
SaaS architecture take static assets and deliver them real time in multi tenant environmentsS S hit t t i l h t tSaaS architectures support massively synchronous access to assets allowing instant interactive review and content development – instantly available to everyone you want it to beAJAX li it i f ti fl di tiAJAX limits unnecessary information flow speeding response times and providing required flexibility for hundreds of interface customizationsW b i li k t t id it i d ll iblWeb services link content providers, repositories and all possible language engines to the ecosystem (including professional LSPs to the platform)
Company confidential – distribution prohibited without permission
Localization 2.0Localization 2.0
Localization 2.0: Tools and Resources Take Away Summary y
Portals & WorkflowCentralized AssetsMachine Translation and Human HybridCommunitiesSaaS enabled Delivery Platforms
Company confidential – distribution prohibited without permission
A Window of OpportunityA Window of Opportunity
Each component set of the Localization 2.0 ecosystem will be covered in a separate webinar y p– giving a more detailed and lead guide on what is possible and what best practices have achieved to date.
Company confidential – distribution prohibited without permission
““CrowdsourcingCrowdsourcing”: ”: People, Processes and ToolsPeople, Processes and Tools
People:I iti ll it d f i l
Processes:Web based pa ment methods
Technology:• Initially recruited professional
translators as needed to support growing business across multiple languages
• Grew a database of more
• Web-based payment methods enable efficient processing of high volumes of transactions to each resource
• Recruiting method engaged
• SaaS-oriented translation memory, embedded terminology control, and machine translation automatically normalizes output across the crowd
• SaaS oriented architectureGrew a database of more than 10,000 “Certified by Lionbridge” professionals spanning dozens of vertical and functional domains
Recruiting method engaged based on need and degree of local penetration challenge
SpecialisedIn Country
Job Centres&
Targeted Newspapers
• SaaS-oriented architecture eliminates deployment costs and version control issues ensuring all resources are “live” on latest features
• Chat functions and query • Translation Units established
to form dedicated teams of freelancers in support of specific engagements
Now expanding sourcing
In-Country Websites
IntensiveExam
Support
“Refer a In-Country
University Networks
Language Schools
RecruitmentTechniques
q ymanagement allow crowd to self-align efforts
• All systems are web-based and scale on a grid architecture so bandwidth
d l d i d• Now, expanding sourcing model to the “community” at large, especially for non-strategic language markets
FriendScheme”
DiscussionForums
Re-VampedAdvert
RaterSurveys
yRecruiter
Modeland latency do not impede production environment. Pace is set by the crowd, not the platform