from cobblers to conductors paula shannon cso, svp, general manager lionbridge
TRANSCRIPT
The Cobbler‘s Song
I sit and cobble at slippers and shoon
From the rise of sun to the set of moon
Cobble and cobble, as best I may
Cobble all night and cobble all day
And I sing as I cobble this doleful lay…
The stouter I cobble, the less I earn
For the soles ne’er crack, nor the uppers turn
The better my work, the less my pay
But work can only be done one way
The Cobbler‘s Song
The Mozart Effect The issue service industries face is The Mozart Effect, as described by
William Baumol, an economist at New York University*
As noted essayist and author, James Surowiecki puts it, “When Mozart composed his String Quintet in G Minor (K. 516) in 1787, you needed five people to perform it—two violinists, two violists and a cellist.
Today, you still need five people, and, unless they play really fast, they take about as long to perform it as musicians did two centuries ago.
So much for progress.”*Performing Arts: the Economic Dilemma (1966), Baumol and Bowen
Baumol’s “Cost Disease”In a range of businesses, such as the car manufacturing sector and the retail sector, workers are continually getting more productive due to technological innovations to their tools and equipment.
In contrast, in some labor-intensive sectors that rely heavily on human interaction or activities, such as nursing, education, or the performing arts there is little or no growth in productivity over time. As with the Mozart string quartet example, it takes nurses the same amount of time to change a bandage, or college professors the same amount of time to mark an essay, in 2006 as it did in 1966.
Are We Cobblers or Conductors?
workers are continually getting more productive due to technological innovations to their tools and equipment.
Industry Group A
labor-intensive sectors that rely heavily on human interaction or activities, such as education, or the performing arts where there is little or no growth in productivity over time.
Industry Group B
The Translation Industry Exhibits Elements of BOTH!
What About Pricing Models?We talk about different types of content, but the price is remains, on average, .22 USD cents per word?*
*Common Sense Advisory
CheeseburgerCheeseburger,Cheeseburger.No Coke, Pepsi
QUALITY MEANS
“My requirements have been met”
“Staying on message and on brand”
“Avoiding adverse outcomes”
“That LSPs use the resources I dictate”
“Minimizing headaches on our end”
“Consistency I can trust”
Industry Standards? Customer Expectations?
English
Chinese
Spanish
Japanese
German
French
Portugese
Korean
Italian
Arabic
Rest of World Languages
Millions of Users
0 35050 100 150 200 250 300
329
159
89
86
59
56
40
34
31
28
Shift Happens - Growth is Migrating to Developing Nations
• Reaching 1 Billion Users requires +/- 127 languages• Connecting 5 Billion Users will necessitate more than 1,000 languages
Internet Top Ten Languages
1,400,000,000
1,200,000,000
1,000,000,000
800,000,000
600,000,000
400,000,000
200,000,000
0
Chi
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Rus
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Hin
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Eng
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Spa
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Ben
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Por
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Japa
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Ger
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Fre
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Kor
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Java
nese
Tel
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Mar
athi
Vie
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Tam
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Tur
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Urd
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Pun
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Ukr
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© Lionbridge 2008
Plotting Quality and Value of Content
Lower Value Higher Value
Info
rmat
ion
al
Pu
bli
cati
on
Q
ual
ity
Community Generated Content
Product Information
Advertising & Collateral
User Interface
After Sales Support
Customer Education & Service
Enpocket Mobile Ads
eCommerce
Customer Care
FAQ’s
Varied Content Mandates Differentiated Approaches
High
Low
Solution Efficiency Demands
Marketable Shelf Life of Content1/year 1/hour
Product, Technical Doc and online Help
Product Updates and Training Materials
I18N
Initial Product Localization
Marketing Content
Streaming Web Content
Transaction Cost
Translation Cost
Type A: BasicThe following rates are all-inclusive. Rates include all file preparation, translation & editing, recording & project management – Audio is VOIP and does not include dialog director or post production engineering and QA
Type B: AdvancedThe following rates are all-inclusive. Rates include all file preparation, engineering, desktop publishing, quality assurance and project management. Audio performed by talent in a studio and includes post-production engineer.
Varied Service Levels – An Example
Type C: ProfessionalThe following rates are all-inclusive. Rates include all file preparation, engineering, desktop publishing, testing of compiled application, quality assurance & LQI checks, DTP Print proofs, professional voice talent and project management.