Localization 2.0 Part I: Leveraging Tomorrows Tools And Technologies For Success Today

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.



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



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


Administration of process becomes the solution focus

Localization 1.0 Environment Localization 1.0 Environment


The truth hurts: The current Localization environment

Localization experience becomes a bottleneck


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


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


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


A Perfect Storm:

C titi k t d d t



Non-English speaking consumer outstrips English speakingoutstrips English speaking


A Perfect Storm:

C titi k t d d t




Customer finds a voice


A Perfect Storm:

C titi k t d d t





Free the enterprise


A Perfect Storm:

C titi k t d d t





Free the enterprise

Global economic meltdown


A Perfect Storm:

C titi k t d d t





Free the enterprise

Global economic meltdown

Traditional systems fail


y

Innovation = Opportunity = SurvivalInnovation = Opportunity = Survival

Growth Requires Productivity & Performance Gains!

Portals & Workflow

Centralized Assets

CommunitiesMT & Human Hybrid

SaaS


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


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


LSPs

LSPs



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


LSPs

LSPs

Direct Peer, Direct Client and LSP support applies resources only where needed



LSPs


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”



Published Work




High TechLow Cost

Testing in China

ClientClient



DTP in Slovakia


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



Published Work




High TechLow Cost

Testing in China

ClientClient



DTP in Slovakia


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



Published Work




High TechLow Cost

Testing in China

ClientClient



DTP in Slovakia


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


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


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


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


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)


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


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



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)



Localization 2.0: Tools and Resources Take Away Summary y

Portals & WorkflowCentralized AssetsMachine Translation and Human HybridCommunitiesSaaS enabled Delivery Platforms


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.


““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

Business

Localization 2.0 Part I: Leveraging Tomorrows Tools And Technologies For Success Today