SDL Proprietary and Confidential SDL Proprietary and Confidential

THINK Globally Roadshows 2012

• Growth of the translation industry

• Why companies invest in translation

• What companies translate

• Dealing with growing content on a global scale

Things to THINK about

Why does the translation industry see close to double digit growth every year?

0

5

10

15

20

25

30

35

2007 2008 2009 2010 2011 2012

Language Services Market ($bn)

In 2012 the Language Services Market will hit $33bn

We live in a global market

• Recently we have suffered a global recession

• But there are always winners and losers

• Difficulties in the USA and Europe have led to surges in BRIC

• When that happens, global businesses look to new markets

• That requires translation and localisation

In 2010, world merchandise exports increased by 22 per cent

while exports of commercial services grew by 9 per cent.

Mergers and Acquisitions

• We live in an acquisitive age

• It is faster to buy an established market player than build presence.

• It is often cheaper to buy than build against an established brand (Although Social Media has changed this)

• Acquisition can remove major competitors in an instant

• Buying competitors from different geographic markets requires lots of translation and localisation

In 2011 the acquisition rate continued to increase and we

typically see 1 or 2 deals announced per week worth $1bn -

$10bn.

Business Interdependency

• As businesses move into new markets, they become interdependent

• Sometimes they will work with a competitor from the traditional markets if it gives them a competitive edge in the new market.

• Apple Vs Samsung – Perhaps the most talked about technology battle after Google Vs Microsoft – but they’re interdependent

• When your customers move into new markets, that also requires translation and localisation.

In 2012 Apple will buy $11bn of components from Samsung

Why do companies invest in translation?

7bn People in the World

2bn connected to the internet

6,000 Languages

500,000 Translators

World Population and Languages

12

70% of internet traffic is from countries without English as a native language.

Consumers spend $272k per minute on the internet

72% of internet purchasers are more likely to buy from a website written in their own language

571 new websites created every minute

Online Revenue Opportunities

13

So companies invest in translation to increase revenues….?

No!

1) Improve Customer Service 80% 2) Increase Brand Value 71% 3) Comply with Laws and Regulations 69% 4) Expand Market Share 57% 5) Grow Revenue 57%

Translation in Fortune 500 Companies

15

New research from Common Sense Advisory looks at the reasons that Fortune 500 companies translate. It found that companies are interested in long term growth ahead of short term revenue gains.

What do companies translate?

Doc Management

Typical content for translation

Utility

Quality

User Forums Email Support

FAQ

Advertising

Product Alerts

Product Documentation

User Reviews

Software User Interface

Email

Instant Messaging

SEO Tags

Knowledge Base

HR Documents

Task-Driven

Bran

ding

Marketing Content Publisher Content

Chat

Blogs

Domain Specific: Collaboration/IT

Domain Specific: Customer Support

Domain Specific: Marketing

Email Notifications

Newsletters

Wiki

Web Content

Twitter/Facebook

Human Review Recommended

Appropriate for Real-time/FAUT

There is not one hard line where “human” ends and “automated” begins…

Websites

email

Help

Software User Interface

Blogs Wikis Volume

User Forums Email Support FAQ

User Reviews

User Guides

IM

Product Descriptions

Knowledge Base

Alerts/Notifications

Documentation/Manuals

SMS

Needs human quality translations

Qual

ity

There are not enough bilinguals to translate all this

Volume

Legal / Contracts

HR Docs

Marketing Content

Newsletters

Advertising

SDL Offers Complete Spectrum of Choices

Established companies want to build long term business in the World’s fastest growing

economies

People are more likely to buy a product if content is written in their own language

Content is growing exponentially every year

The number of professional translators is not

Machine Translation

SDL Language Technologies

Translation Memory

Projects

Terminology

Desktop Solutions

Server Solutions Cloud Solutions

Dealing with content on a global scale - SDL BeGlobal

•For the enterprise •For the individual •For LSPs

SDL BeGlobal - Machine Translation

•For the enterprise •For the individual •For LSPs

SDL BeGlobal - Machine Translation

The industry's first cloud platform for real-time automated translation One central cloud platform Consumer grade, enterprise solution Trusted output (SDL TrustScore) Customized to your domain Unprecedented control

™

TrustScore

What is TrustScore? Predicted measure of utility between 1 and 5 Calibrated to a company’s users

What are the benefits of TrustScoreTM? Publish with confidence in any language Determine how to manage the workflow ( Discard, send for

review or publish) of this communication channel

™

SDL BeGlobal Enterprise

• Brand and Term Dictionaries

• BeGlobal Translator

• BeGlobal Connect for: – RightNow Incidents

– RightNow Answers

– Salesforce Knowledge

– Liveperson Chat

• Integration into Translation Management solutions.

Machine Translation Options

What is a baseline system? • A generic machine translation engine

developed for use across a broad range of subject matter. SDL Language Technologies currently has over 80 “baseline systems” available for use today.

What is Term and Brand Management? • A mechanism for enforcing the proper

translation of brand and product terms specific to your company and it's products.

What is a trained system? • A baseline machine translation engine that has

been tuned (via training) for specific subject matter to translate content from one language to another in real time.

For example, • for a particular company • for a particular use case (chat, kb, email, etc.) • for a particular product(s) • from eng to sp OR from sp to english

For example, • from eng to sp OR sp to eng

For example, • "Apple", the computer company, is NOT "Pomme" when translated to French • In your company, when translating from Spanish to English, "libro" always translates to "book" NEVER "tome" or "document"

GOOD

BETTER

BEST

“Perfect” translations

Motivation for MT in the Enterprise

The “invisible” 99%!

Wouldn’t it be great if you could see and understand the needs of the invisible 99% and serve the enterprise better.

• Current Language Technologies customer

• 20M words through WorldServer annually

• Initial discussion on ad-hoc translation leads to investigation of outbound translation queries…

Case in Point: Texas-based Hi Tech Manufacturer

200,000 requests per week resulting in 1.6GB of traffic back and forth per week!

Houston, we have a problem… Well, Dallas actually…

SDL BeGlobal Approach Differentiator

Marketing Collateral

Website Content

Product / Manuals

Support Content

FAQ / KB Email Chat

• One size does not fit all… • What is investment-worthy in one use case/language pair/geography,

may not be worthy in another • Many factors influence this equation: cost, time, importance, revenue

stream, market opportunity, etc.

SDL = Choices SDL = Full spectrum of technologies and services SDL = GREATEST VALUE

Ad-hoc

BeGlobal Platform “arsenal” of Technology & language Assets

Revenue by Country FY12

Spain

Germany

Russia

Latvia

Japan

Korea

Not much revenue in Latvia compared to Spain? Simply can’t justify same levels of spend…

0

1

2

3

4

5

FY12 FY13 FY14 FY15

Rev

enue

Revenue Goals to FY’ 15

Spain

Germany

Russia

Latvia

Japan

Korea

Global Sales VP says: “Go Big in Latvia!” and “Exit Korea by FY’ 15”

What do I spend on translations for customer care in these countries?

Would you need a new answer? Could you recalibrate your approach and spend efficiently and quickly?

Requirements and objectives change in the enterprise, your approach needs to change with it…

SDL BeGlobal: Easy to Start, Easy to Learn, Easy to Grow

• Access over 80+ baseline language pairs

• Secure your intellectual property within the corporate enterprise using SDL BeGlobal

• Integrate with your internal systems and department-level projects with our API

• Manage and control corporate terms and brandings

• Leverage reporting to understand unknown translation “hotspots”

• Perform ad-hoc translation through SDL BeGlobal’s Desktop and our NEW SDL BeGlobal Translator

• Leverage SDL BeGlobal’s expanding library of pre-integrated offerings

• Expand your use for chat, knowledge base, “ad-hoc” translations, email and anything else you can think of

Includes:

• Access to 80+ Baseline Language Pairs • SDL GlobalConnect • SDL BeGlobal Online • SDL BeGlobal Translator *NEW* • SDL BeGlobal Desktop Widget • SDL Brand and Terminology Management • SDL BeGlobal REST API • TrustScoreTM

• Touchpoints • Reporting • Account Management

•For the enterprise •For the individual •For LSPs

SDL BeGlobal - Machine Translation

SDL BeGlobal Community

• Integrated within SDL Trados Studio 2011

• Free account for all Studio 2011 users

• Unlimited access (‘fair use’ applies)

• Secure and trusted

• Over 25,000 users and counting

• Further enhancements to come

A short story

blog.sdl.com: Mein Krankenwagen ist Kaputt

• Opportunity – Deliver a presentation on product integration in 2 weeks.

• Approach – Ask colleagues for existing content

• Problem – …..!

International Business Collaboration

Bilinguale Dateien im Microsoft Word .doc-Format

• Bilinguale Word-Dokumente können direkt in Studio 2011 geöffnet werden – Dies ist eine neue Funktion in SDL Trados Studio 2011

• Empfehlung: – Öffnen Sie bilinguale Word-Dokumente in der Editor-Ansicht von Studio 2011

– Während des Übersetzungsprojekts: • Bilinguale Datei wird im SDLXLIFF-Format gespeichert

• SDLXLIFF ist das Standardformat während der Übersetzung

– Am Ende des Übersetzungsprojekts: • Zieltext speichern unter - ursprüngliches bilinguales Format wiederherstellen

– Sample.doc.sdlxliff wird zu Sample.doc

• Erzeugen Sie die endgültige Übersetzung mit Hilfe von SDL Trados 2007

– Führen Sie ein Cleanup in Translator's Workbench durch

– Nur verfügbar, wenn SDL Trados 2007 Suite installiert ist

– SDL Trados 2007 Suite ist in einem speziellen "Bundle" mit Studio 2011 verfügbar

International Business Collaboration

• Opportunity – Deliver a presentation on product integration in 2 weeks.

• Approach – Ask colleagues for existing content

• Problem – Arrived in German

• Solution – Translation in Studio using Machine Translation to get a gist of the content.

Original PPT file is opened in SDL Trados Studio 2011

Added automated translation thanks to the Trados YouTube Channel

SDL BeGlobal Community edition added to the Project

File pre-prepared with translation as a batch task using the MT as a no TM

available

Using the preview pane to guide, target segments post edited before file

completion and output back as a PPT

Bilingual files in Microsoft Word .doc format

• Bilingual Word documents can be opened directly in Studio 2011 – This is a new feature in SDL Trados Studio 2011

• Recommendation: – .doc files open in the editor view of Studio 2009-2011

– During the translation project: • File will be stored in the bilingual SDLXLIFF format.

• SDLXLIFF is the standard format during the translation

– At the end of the translation project: • Save Target As - restores original bi-lingual Format

– Sample.doc.sdlxliff saves to sample.doc

• You create the final translation with the help of SDL Trados 2007

– Perform a clean up in Translator's Workbench

– Only available if SDL Trados 2007 Suite is installed

– SDL Trados 2007 Suite is in a special "Bundle" available with Studio 2011

•For the enterprise •For the individual •For LSPs (coming soon)

SDL BeGlobal - Machine Translation

The ability to simply train your own BeGlobal Translation engines

•Offer a differentiated service to your customers •Capacity to do more work •Offer faster turnaround times •Build better business relationships • Increase productivity of individual translators •Bring new translators into the industry

SDL BeGlobal “Trainer” for LSPs

Our translation industry continues to grow As organisations we are all becoming global

Technology will enable us to “go global”

THINK Globally

Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.