taus mt showcase, the true value of mt to global business, udi hershkovich, safaba, 12 june 2013

TAUS  MACHINE  TRANSLATION  SHOWCASE  

The True Value of MT to Global Business 10:00 – 10:20 Wednesday, 12 June 2013 Udi Hershkovich Safaba

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June 12 | 2013

The True Value of MT to Global Business

Safaba Proprietary and Confidential © 2013

Quick Introduction

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>  Enterprise point of view >  Content focus >  Making MT relevant

Customer Experience Touch Point

One Enterprise Challenge

MT Value Proposition

MT Challenge

Making MT Relevant

Associated Content / Channel

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The Challenges

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Awareness & Discovery

The Enterprise Challenge >  Building up a sustainable

brand presence in global markets

The MT Value Proposition >  Increasing availability and

visibility of content (volume)

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Global content development governance

•  Avoid hard-to-learn language •  Assure branding-consistency •  Align content with language models

Advanced adaptation to changing content

•  Rapid incremental adaptions to changes

•  Sensitive to changes

>  Content alignment

The MT Challenge

Making MT Relevant

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Engagement

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The Enterprise Challenge

The MT Value Proposition

Making MT Relevant >  Transforming visitors into

prospects / growing pipeline >  Increasing sales staff

productivity & success rate

>  Providing relevant information on-demand (and localized engagement solutions)

>  Limited localized content >  Unknown needs

The MT Challenge*

>  Automated rapid adaptation >  Content-driven adaptation >  On-demand translation API

>  Possibly full feedback loop

* Early market penetration

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Delivery

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The Enterprise Challenge

The MT Value Proposition

Making MT Relevant >  Speeding up time-to-market /

shorter booking-to-revenue

>  Greatly increasing the speed of translation cycles (velocity)

>  Nuanced content >  Closing MT<>PE gap

The MT Challenge

>  Creative adaptation technologies

>  Adaptations allow the RIGHT data to surface in translation

>  Adapt from large set of possibilities to smaller set of outcomes

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SMT customization

Data "cleaning"

Large background data

Some adaptations

Advanced adaptations

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Support / Retention

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The Enterprise Challenge

The MT Value Proposition

Making MT Relevant >  Reducing support costs while

improving customer experience

>  Helping transition more customers to on-line personalized support channels (communication)

>  Informal language >  Real-time (raw MT)

The MT Challenge

>  Normalization >  Reduce multiple forms to one

>  Standardization >  Spelling corrections

>  Creative adaptations >  Combination of corporate and

non-standard language

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Little TM Informal Language /

UGC

SMT customization

Data "cleaning"

Large background data

Some adaptations

Advanced adaptations

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Key Takeaways

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>  MT plays an important role in global customer experience

>  The right content creation governance will give MT an edge

>  Creative adaptation technologies will realize MT’s true potential !

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Thank You!