Keep Fit to Grow in an Evolving Global Language LandscapeCIUTI Forum 2011, BeijingDoris Albisser, Chief Executive OfficerMay 22nd, 2011

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Agenda

Trends in the industry

Challenges & solutions for multilingual communication

Requirements for the translation industry

Cooperation between academia and industry

Conclusion

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Trends: breakdown of websites by language

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2002 - between 65% and 80% of all websites were in English

2007 - 45% of all websites in English

End of 2009 less than 40% of all websites in English

Eric Schmidt, Google CEO (2009): "Five years from now the internet will

be dominated by Chinese language content.“

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Trends: importance of multilingual communication

Global English does not ensure global business success* Increase of export sales volume >40% for companies with multilingual

communication strategy English as “lingua franca,” in addition to other European, Asian, Arabic (for

multinational corporations)

Six-month delay in introducing product 33% reduction in profitability over product life cycle (McKinsey study on value of

development speed)

Language strategy issue moves to the executive level

*Source: Languages and Business Success, recommendations by Business Forum on Multilingualism, European Commission, http://ec.europa.eu/education/languages/pdf/doc1597_en.pdf

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About CLS Communication

Leading international language solutions provider headquartered in

Switzerland, and one of the largest language service providers worldwide

Comprehensive provider of corporate language services for all major

industries including finance, life science, insurance, consulting, legal, energy

and telecommunications

Strong global presence with 600 specialized in-house employees in Europe,

North America and Asia

International network of 2,500 tested language and technology experts

Extensive client portfolio that includes more than 1,000 major companies

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CLS Communication – our international locations

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Canada**

Singapore

London FrankfurtParis Switzerland*

MadridNew York

Copenhagen

BeijingShanghai

Hong Kong

* Switzerland: Basel, Chiasso, Lausanne, Zurich** Canada: Moncton, Montreal, Ottawa, Quebec, Toronto

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CLS Communication‘s Services Suite

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Project management

TRANSLATEWRITE

Copy writing

Ghost writing

Creative writing

EDIT

Editing

Proofreading

Adaptation

CLS Premium

CLS Business

CLS Direct

CLS Machine Translation

Readability services, Reputation management, Business process analysis, Interpreting, Terminology, Consulting, ...OTHER SERVICES

Desktop publishing, Final proofs, Translation certification, Project Mgt.

CLS Argus, CLS Project Hub, Systems integration, Database hosting, Translation memories

TECHNOLOGY SERVICES

ADD-ON SERVICES

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CLS Communication - spanning the globe

Single workflow system

Standardizedprocesses

Transparency, scalability

Security, speed

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Solutions for multilingual communication

Globalisation of communication processes

Availability of multilingual content on a global basis 24/7: To enhance knowledge sharing To ensure consistency, increase efficiency, reduce cost To ensure IT security and confidentiality To recycle existing content for various types of

applications/usage

Definition of a global communication process strategy

Management of multilingual information and data (examples) Terminology databases (electronic dictionaries) Text databases (translation memories) Machine translation Authoring systems (to support the writing and editing process)

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Process and technology platform

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Sin

gle

po

int

of

entr

y

«ERP»-

Workflow-

application

MachineTranslation

TerminologyDatabase

Order submission tool

Client information system

Order distribution software

Translation Memory

Browser

Database

Client

CMS / DMS

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Synergies – reuse of linguistic assets across tools

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Research

Translationmemories

Translationmemories

TranslateSource texts

Targettexts

Align & Store

Extract & Specify

Terminologydatabases

Terminologydatabases

MTdictionaries

& rules

MTdictionaries

& rules

Import

Import

ExternalsourcesExternalsources

Submission

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Streamlining terminology

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Terminology management to ensure consistent and accurate use at the content creation stage, reduces costs later in the process

De

tec

tio

n a

nd

co

rre

cti

on

co

sts

Content life cycle

5

10

20

Proofreading

Translation

Maintenance

1 Copywriting and editing

Terminology

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Economies of skill and their leverage effect

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ProcessCompetence

Technologycompetence

Professionalcompetence

ClientService Provider

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Requirements for the translation industry

Translators need to be familiar with trends in the translation industry: Technology trends (e.g. machine translation, speech to text, terminology) Technology savvy using tools such as translation memories, termbases,

machine translation systems Working methodology: revising pre-processed text (with machine translation,

translation memories)

Translation as interdisciplinary education Need for increased cooperation with different faculties (computer linguistics,

technology, intercultural studies….)

Need for cross-cultural know how, with language as its „vehicle“

Translation industry to anticipate and lead trends in globalization (East – West)14

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Cooperation between academia and industry

Close cooperation between universities, public administration and business

Universities „produce“ according to market requirements

Enterprises support universities to ensure transfer of academic knowlege to business knowledge

Crucial role of universities to ensure students are fit for the marketplace

Crucial role of public administration and industry to ensure that translators keep fit for the market place

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CLS Communication – contact at

Doris Albisser

Chief Executive Officer

T +41 44 206 68 50 | F +41 44 206 68 90

doris.albisser@cls-communication.com

CLS Communication AG

Dianastrasse 6 | CH-8002 Zürich

www.cls-communication.com

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