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August 11, 2011
Re-Inventing Customer Experience with Automated Translation
2
Your Speakers
Hannah Grap• Senior Marketing
Director
Tim Walters, PhD• Senior Analyst &
Advisor
Travis Renker• Knowledge
Management Advisor
A Look at the Next 60 Minutes
Market trends in global content, global business and customer experience
Enterprise use cases & business insights for automated translation
A brief introduction to SDL BeGlobal
Automated translation at Dell
Q&A
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Changing Communication Requirements…
The market is more global –Internet growth has exponentially driven digital content volume across languages
Consumers are more self-reliant and social –They expect more online & social interactions
Customers expect more than ever!
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…Driving the Need for New Solutions
Most internet and “social” content falls below the cost and capacity threshold for human translation
The business value is not about translation - It is about communicating with customers instantly in their language
New requirements: high speed, high volume &cost effective - with usable quality
© 2010 Forrester Research, Inc. Reproduction Prohibited6 © 2009 Forrester Research, Inc. Reproduction Prohibited
Making Business MultilingualBusiness demands and vendor trends in translation
Tim Walters, Ph.D., Sr. Analyst/AdvisorForrester Research
August 11, 2011
© 2010 Forrester Research, Inc. Reproduction Prohibited7
Translation service providers are rapidly innovating to meet the demand for lower cost translations.
© 2010 Forrester Research, Inc. Reproduction Prohibited8
Translation By The Numbers
Translation Trends: Rise Of The Machines
Translation FUD-factor: Barriers To Adoption
Recommendations
Agenda
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“Explosion” of content is an understatement
“In 2003, a total of five exabytesof data existed. Now we generate that every two days.“
Google’s Think Quarterly, Q3 2011
© 2010 Forrester Research, Inc. Reproduction Prohibited10
China’s online commerce market will grow . . .
between 2009 and 2011 between 2009 and 2015
& 547%267%
Source: http://forrester.com/rb/Research/online_payment_preferences_in_china/q/id/58619/t/2
© 2010 Forrester Research, Inc. Reproduction Prohibited11
Growth of economies and consumer power in the BRICs (and the CIVETs)
Source: http://emergingmarketmusings.com/author/emmuser/
© 2010 Forrester Research, Inc. Reproduction Prohibited12
Want an iPad for 199.00?
© 2010 Forrester Research, Inc. Reproduction Prohibited13
How often do you search or buy on sites in a non-native language?
90%said that given a choice they always choose sites in
their native language
Source: Flash Eurobarometer #313, May 2011 http://ec.europa.eu/public_opinion/flash/fl_313_en.pdf
© 2010 Forrester Research, Inc. Reproduction Prohibited14
The purchasing power of US Hispanics . . .
trillion (2011 est.) billion spent online (2009)
GDP
Source: Selig Center For Economic Growth and Jupiter Research
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You’re no longer in charge of your multilingual sites
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It’s not really social if most of the world can’t understand it
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Employees need to be multilingual communicators, no matter what language they speak
“Clients are coming to expect from global organisations, not merely the know-how of the particular team that has been assigned to the task, but the very best that the organisation as a whole has to offer.”
– World Bank
IM EMAIL SOCIAL COLLAB
© 2010 Forrester Research, Inc. Reproduction Prohibited19
Translation By The Numbers
Translation Trends: Rise Of The Machines
Translation FUD-factor: Barriers To Adoption
Recommendations
Agenda
© 2010 Forrester Research, Inc. Reproduction Prohibited20Source: June 2009 “Machine Translation Transforms Global Business”
Human translation pays the price of accuracy
Required for creative and sensitive content
Too expensive for much digital content
Irrelevant for real time digital communication (IM, email, chat)
Capacity limited
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Machine translation is fast and furious
Extremely high volume at low cost
Cannot match human quality – but closer than you think
Appropriate where usefulness is more important than accuracy
Source: June 2009 “Machine Translation Transforms Global Business”
© 2010 Forrester Research, Inc. Reproduction Prohibited22
Success criteria shifts from FAHQT to FAUT
Fully Automated High Quality Translation – Machines still fall short. – Human 85% accurate
– MT 68% accurate
Fully Automated Useful Translation – Asks “Did you find this text useful?”– Human translated text 47% answered yes
– MT text 44% answered yes
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Post-editing combines the best of both
Increases capacity of human translators
Ensures higher quality output
Still not fast or inexpensive enough for some scenarios
Source: June 2009 “Machine Translation Transforms Global Business”
© 2010 Forrester Research, Inc. Reproduction Prohibited24
Triage content to determine which approach is right
Source: June 2009 “Machine Translation Transforms Global Business”
© 2010 Forrester Research, Inc. Reproduction Prohibited25
Other key trends: Crowds and Clouds
Well suited for social sites with a community of volunteer translators
Also sometimes used to crowd source employees
Vendors provide tools to on-board, authorize, and track performance of volunteers.
Supports massive computing requirements of SMT
Enables rapid scalability and seasonal response
Attractive pay-for-use-models appearing
© 2010 Forrester Research, Inc. Reproduction Prohibited26
Translation By The Numbers
Translation Trends: Rise Of The Machines
Translation FUD-factor: Barriers To Adoption
Recommendations
Agenda
© 2010 Forrester Research, Inc. Reproduction Prohibited27
Barriers to adoption – Real or Imagined
Security– Anxiety: Potentially sensitive information in the cloud.
– Response: Talk to your vendors about your particular case. Private clouds and secure pipes satisfy many.
Accuracy– Anxiety: A misleading machine translation causes embarrassment or
compliance issues.
– Response: Use raw output only where appropriate.
Costs– Anxiety: Translation solutions are expensive.
– Response: True in the past but not necessarily today. Explore options and weigh the cost/benefit of translating various content types
© 2010 Forrester Research, Inc. Reproduction Prohibited28
Translation By The Numbers
Translation Trends: Rise Of The Machines
Translation FUD-factor: Barriers To Adoption
Recommendations
Agenda
© 2010 Forrester Research, Inc. Reproduction Prohibited29
Conclusions and recommendations
Inventory and triage: – Human translation only – e.g., creative copy, sensitive docs
– MT with post-editing – e.g., product descriptions, T&Cs
– Raw MT output – user generated content, self-service, RT communications
– Crowd sourcing – high volume sites with a willing community
Look for vendors that can support all the approaches you need and enable rapid shifts among them.
Most organizations are beginning to explore how to apply the new options to the relentless demand for translated content. In lieu of best practices, talk to peers and have detailed conversations with a range of vendors.
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Tim Walters, Ph.D.ttwalters@forrester.com +49 (0)173.630.8548 twitter: tim_walterstwalters@forrester.com
SDL BeGlobal At A Glance
The industry’s first cloud platform for real-time automated translation
Publish all content globally with confidenceCommunicate in real-time across languages & channelsTranslate in context with existing integration options
Key Features
TouchPoints User definable settings for the translation Simple, easy to setup, designed for business users
SDL TrustScore™ Predicted measure of utility between 1 and 5 Calibrated to a company’s users Determine how to manage the workflow of the communication
channel (ex. discard, send for review or publish)
Dell® Language Management for Knowledge Management
Travis RenkerKnowledge Management Advisor, Dell Inc.
Overview
• Dell's Global Support Services (GSS) organization for Knowledge Management has leveraged language translation to provide multilingual customer support via human translated knowledge base articles.
• Over the past year, Dell has implemented automated machine translation for Knowledge Management to compliment their ongoing translation needs.
• As part of their integrated workflow, Dell uses a combination of human translation, statistical automated machine translation and translation management by utilizing the various product and services offerings which SDL provides.
• Dell utilizes the Knowledge Centered Support* (KCSsm) methodology via Delta Knowledge.
*Consortium for Service Innovation (http://serviceinnovation.org)
Language Pairs
Human translation language pairs:
Machine translation language pairs:•English to Chinese (Simplified)•English to French•English to German•English to Italian (Developing)•English to Japanese
•English to Korean•English to Polish (Developing)•English to Portuguese•English to Spanish
•English to Chinese (Simplified)•English to Czech•English to Danish•English to Dutch•English to Finnish•English to French•English to German•English to Italian
•English to Japanese•English to Korean•English to Norwegian•English to Polish•English to Portuguese•English to Spanish•English to Swedish
Translation TriggersHow we identify content to be translated:
1. Reporting on fast evolving content – Machine translating “hot” issues during evolution. Once content has stabilized, we review the content for possible human translation.
2. Reporting on internal and external views - The most frequently viewed content hitting thresholds for machine or human translation.
3. Content performance – The most effective content (solving customer issues) reviewed for possible machine or human translation.
4. Escalation by stakeholders
5. Delta Knowledge automation – Setting up rules to automatically machine translate individual articles or groups of articles upon update.
Translation Volume2009: 9.1 million words of human translation2010: 22.6 million words of human and machine translation2011: 31.2 million words of human and machine translation to-dateLanguage 2009 Human 2010 Human 2010 Machine 2011 Human* 2011 Machine*Chinese 864,963 393,402 3,130,899 198,309 8,507,814 Czech 296,715 104,357 109,130 Danish 305,710 104,371 109,734 Dutch 374,052 109,029 108,873 Finnish 293,023 104,056 109,734 French 797,981 658,829 2,770,433 156,157 2,197,771 German 993,912 406,168 2,241,623 152,975 2,523,930 Italian 306,925 104,482 110,098 Japanese 987,486 456,834 2,242,164 158,327 2,179,722 Korean 1,015,790 490,444 2,468,884 153,299 9,516,236 Norwegian 316,743 90,222 108,162 Polish 289,408 91,739 109,734 Portuguese 1,133,395 426,498 2,786,390 169,094 2,433,413 Spanish 850,881 416,415 2,935,437 191,161 1,814,467 Swedish 306,818 97,146 106,321
9,133,802 4,053,992 18,575,830 2,051,108 29,173,353 * Jan 1st through Jun 22nd 2011
2010 Translations by Language
Machine Translation QuestionsCommon questions about machine translation:
• Is it good enough? For resolving technical issues, yes. We have found that customers can tolerate spelling, grammar, tense, and other linguistic issues if the content can fix their issue.
• What are your minimum quality levels?Internal content minimum: 2.5 TrustScoreExternal content minimum: 3.0 TrustScore
• Will machine translation replace human translation?No. Some content like Policy or Legal documents must continue to use only human translation.
• Can I send any kind of content for machine translation?It depends on what the engines were trained for.
The SDL Integration
Delta Knowledge has three integration points with SDL:
1. SDL TMS for managing the translations2. SDL Language Services is the human translation vendor3. SDL BeGlobal is the machine translation solution
Why we use SDL:
1. SDL TMS allowed us to automate the import and export of XML files.2. We have flexibility in configuring the SDL TMS workflows and
configurations.3. SDL BeGlobal Online allows us to machine translate content outside
of the SDL TMS processes.
Dell & SDL BeGlobalDell is able to leverage Touchpoints for management of language pairs, term & brand management as well as receive Realtime Reporting via SDL BeGlobal Online.
Machine Translation with Human Post-Edit
Question: What is the next logical step in human translation evolution?
Answer: A hybrid translation process that combines machine translation with a human post-edit
The benefits of Machine Translation with Human Post-Edit (MTHPE):
• Reduced translation costs• Quality levels close to full human translation• Reduced translation workload
– Some machine translation is good enough for use– The post-editor has some of the work already completed
• Possible reduction in the translation cycle time
Dell Learning & Development
Dell Learning & Development uses a different environment than Delta Knowledge, and therefore cannot use the TMS automation or Delta Knowledge processes.
The solution:
1. Send the content for machine translation via SDL BeGlobal Online.2. Perform a post-edit with contractors or local resources.3. Convert the content to .PDF files.4. Distribute the .PDF files.
The local resources found that the BeGlobal Online machine translations reduced the full translation efforts by 30%.
Next Steps
Next Steps for Delta Knowledge:
• Closing the gap between English content and the translated content.
• Native Language to English translation– New translation directions like Chinese -> English
• New machine translation engines– New machines for content that doesn’t fit our current engines
(service manuals, engines trained specifically for Learning & Development content, etc)
– New human or machine language pairs (no existing translation memory, English -> Arabic, English -> Russian, etc)
What We’ve Covered
Market trends driving the need for automated translation solutions
Automated translation deployment options
SDL BeGlobal highlights
Automated translation at Dell
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Contact Information
Hannah Grap• Senior Marketing
Director
• SDL Language Technologies
• Contact:• hgrap@sdl.com• +1 408.743.3634
Tim Walters, PhD• Senior Analyst &
Advisor
• Forrester Research
• Contact:• twalters@forrester.com• +49 (0)173.630.8548 • twitter: tim_walters
Travis Renker• Knowledge
Management Advisor
• Dell
• Contact:• travis_renker@dell.com
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Learn More
blog.sdl.com
@SDLTechnologies
www.facebook.com/sdlplc
www.youtube.com/SDLonline
Visit Elevation Center: SDL’s Online Briefing Center for Cloud Computing
www.sdl.com/cloud
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