the next 40 languages
DESCRIPTION
Why we need to radically re-think how localisation decisions are made, why we need to include the users in this decision, and what kind of technology we need to make it all happen. - A presentation given to kick of the SAP 10th SLS Partner Network Meeting, Waldorf, Germany, 13 May 2013.TRANSCRIPT
This is the end…
Everybody needs a hobbySo what’s yours?Resurrection
#thankyousiralex
#thankyousiralex world’s top trending keywordTwitter speculation Tuesday night confirmed with a single tweet Wednesday morning
#NonmarketStrategy
#OpenSource
#BigData
#Cloud
#commons
#Sustainability
#ProxyTranslation
#Commodity
#Interoperability
#BiText
#Mobile
TODAYThis is the end…?
By 2015 we want to reach 1,000,000,000 users
• Today: 39 languages – the last ones: Hindi and Kazakh. Next: 40 -> faster & simpler tools, like eBay/Amazon
• Hundreds of million words a year – formats and granularity of all products is increasing
• Maintain translations of software versions of our enterprise software going back 12 years and more
• Growing but cannot afford to grow linearly to our increase in work – must automate more
• Cover small to mega companies, phone apps, phone management, SMS banking, in memory databases
• Moving more and more to cloud-based solutions
By 2015 we want to reach 1,000,000,000 users
• Ecosystem Buy more and more companies – need to integrate all of them into processes that make sense for the whole group
• Outsource to >100 agencies and work with >3,000 translators via hosted portals and tools
• Tools & Technologies Tools fairly robust, but need for more ease of use and ability to be used everywhere
• Starting MT again
• Community Need to use massive customer/partner /university alliance base to support translation more
Market of 2 billion
customers
Nonmarket of 5
billion people
The Web does not just connect machines, it connects people.Tim Berners-Lee Speech before Knight Foundation, (14 September 2008)
Connecting People
THE ENVIRONMENTChange is in the air…
Rationale Actors Filter Players KPIs
Enterprise Market-driven
Profit$30b industry
Short-term financial ROIFinance
Microsoft
Symantec
Oracle
SAP
Shareholder
value
User Nonmarket-driven
Unpaid volunteers
Funded by DonorsCommunity
Open: Mozilla, Wikipedia,…
Humanitarian: TWB, Kiva,…
Crowd: Twitter, Facebook,…
Uptake
Translators work for
(notional) salary
Funders cover costs
Proposal
Entrepreneur
Measurable impact
Translation loan/inv’ment
Change
Legal Req.’sPublically funded
professionals
Universal
fundamental
Human Right
Government: EC Transl. Services,
African Union, …Coverage
PrerequisitesLanguage
H/W, S/W,
Capital, Infra
Increase Revenue
Branding
Customer Service
Strategic Advantage, Competition
Geography, Sectorial
Sales
Corporate L10N Decisions
Rationale Actors Filter Players KPIs
Enterprise Market-driven
Profit$30b industry
Short-term financial ROIFinance
Microsoft
Symantec
Oracle
SAP
Shareholder
value
User Nonmarket-driven
Unpaid volunteers
Funded by DonorsCommunity
Open: Mozilla, Wikipedia,…
Humanitarian: TWB, Kiva,…
Crowd: Twitter, Facebook,…
Uptake
Translators work for
(notional) salary
Funders cover costs
Proposal
Entrepreneur
Measurable impact
Translation loan/inv’ment
Change
Legal Req.’sPublically funded
professionals
Universal
fundamental
Human Right
Government: EC Transl. Services,
African Union, …Coverage
PrerequisitesLanguage
H/W, S/W,
Capital, Infra
What Business Leaders
and Contractors say
The elites, or managers in companies,
no longer control the conversation.
Gary Hamel, Ranked by the Wall Street Journal as the world’s most influential business thinker
This is about corporate spring.
Marc BenioffCEO, salesforce.com
Control leads to compliance;
autonomy leads to engagement.
Daniel Pink
Author of A whole New Mind and Drive
Social Media will be dwarfed
by Social Business.
Ethan McCarthySenior Manager of Digital and Social Strategy, IBM
One trillion hours a year
of participatory value are
up for grabs.
Clay ShirkyAuthor of Cognitive Surplus
The Illusion of Control
Control?
Scope
Budget
Schedule
Quality
The Alternative: Chaos?
Collaborative Translation
Crowdsourcing
Community Translation
Social Localisation
Out-of-Control: Scope, Budget, Schedule, Quality
The Content Reality
Per minute: 100,000 tweets - 684,478 pieces of content on Facebook – 48 hours of YouTube videos – 27,778 blogs on Tumblr – 3,125 pics Flickr / 3,600 Instagram
http://mashable.com/2012/06/22/data-created-every-minute/
The L10N Reality
Communities do 90% of content that ‘cannot be localised’
TED: 9,363 translators – 98 languages
BBB Korea: 4,000 volunteer interpreters – 18 languages
Community L10N 1989: Lotus 1-2-3
• How many disks?
• How many pages?
New Localisation
Millions of translatorsdelivering any type of digital content across thousands of languages
New Localisation
Motivation
Empowering the global
conversation in communities
Operation
Translation Commons
Decision
Based on need and interest
MOD
MARKETSWhere do we want to be?
Just in case...
• Africa is not a country, but a
continent with 55 States
• There are over 2,100 and by
some counts over 3,000
languages spoken natively in
Africa
• If clusters of up to a hundred
similar languages are counted
together, twelve are spoken by
75%, 15 by 85% of Africans as a
first or additional language.
Africa is the world's second-largest and
second-most-populous continent, after Asia.
There are over 2,100 and by some counts over
3,000 languages spoken natively in Africa in
several major language families.
With 600 million mobile phone users,
Africa has overtaken America and Europe.
Over the past decade, six of the world’s ten
fastest-growing countries were African.
In eight of the past ten years, Africa has
grown faster than East Asia, including
Japan.
"I don't need to go the bank when I have the
bank in my phone”
M-Pesa, NFC Technology, “Mobile wallet”.
TECHNOLOGYInnovation required: Why not to use what we’ve got?
Principles: ORM Design, Interoperability, L10N = Utility
Anybody People Professionals
Anything Content Controlled
Anytime Schedule Planned
Anyway Process Repetitive
Any Tool Tools &
Technologies
Monolithic Tools
Stack
Open Resources Proprietary
What w
e’v
e g
ot
Why not (to) use what we’ve got?
Anybody People Professionals
Anything Content Controlled
Anytime Schedule Planned
Anyway Process Repetitive
Any Tool Tools &
Technologies
Monolithic Tools
Stack
Open Resources Proprietary
Why not (to) use what we’ve got?
THE ORM DESIGN PRINCIPLE
Open – Right – Minimalistic
37
38
39
40
41
The ORM Design Principles
• Open
• Don’t stand in the way
• Everyone can see tasks; no checks or tests before entry; only email necessary to register, no barriers
• Right
• Serve the right tasks to the right person
• Minimalistic
• Crisp Look & Feel
• Clean, uncluttered, simple and elegant design; no forms to fill in; no training necessary
Interoperability
• Pick your technology
of choice – whatever
works best for you
• Share linguistic
resources – (re-)use
translations, bi-text,
metadata, …
UI
• Minimalistic
• Intuitive
Match
• Task Stream
• User Adapted
Admin
• Self-Managed
• Transparent
Data
• Open Standard-Based
• Interoperable in the Cloud
Localisation = Utility
?
=
IP: Open Source
• Free yourself from restrictive circumstances
• No competitive advantage
• Leverage through collaboration
• Guarantee sustainability
• Have watertight IP
No Traditional Business Casebut
Strong Motivation
LET THE SKY FALL
GIVE UP ILLUSION OF CONTROLI drowned and dreamt this moment
So overdue I owe them
Making it easy:
Browser Extension (Proxy)
Making Connections
User Interface: Crisp & Easy
Task & Community Profiles
Match Task and Community
Component Technologies
Data Interoperability
Open Data Resources
Solas Match Solas Productivity
50
Service-Oriented Localisation
Architecture Solution
Web-based
Task Stream
• All tasks
• By preference
Self Mgmt.
• No tests
• No Forms
• No PMs
Intelligence
• Mach.-Learning
• Badges=People
• Tags=Tasks
Impact
• Value
• Community decides
Orchestrated
• Workflows
• Process automation
Components
• Best of breed
• By preference
• By availability
Standards
• Open data
• XLIFF
• ITS
Interoperable
• No data loss
• No silos
• No lock-in
Open Source Project
• University Limerick
• LRC
• CNGL
Research
• UL -> The Rosetta Foundation
• Open Source LGPL (~M4LOC, ~OKAPI)
License• Users
• Steering Committee
• Support & Sponsorship
Deployment
600,000 investment over three years
1 0 O rga n i zat io n s i nv e st in g 2 0 k p e r a n n u m
www.trommons.org
The Translation Commons
Powered by:
Co-ordinated by:
Open and Owned by everybody
Cannot be commoditised
Inclusive
Widely shared ownership
All assets preserved
SUMMARY
MeasuresOfSucces
s
The Titanic was built by professionals – the Ark by amateurs.
• Accessible, usable?
• Changed lives?
• Is it inclusive?• Does it float?
Adoption? Variety?
UI?Impact?
Give up the illusion of Control
• Current Localisation Models work well for today’s projects
• New models require new approaches
• Localisation Decision: Let the Sky fall - From Enterprise to User
• User-driven Localisation represents the biggest growth
opportunity for the industry
• Challenges
• Fear Lack of understanding of the exact nature, inability to
formulate adequate response, inability to take advantage of
opportunities
• Ignorance Lack of data to capture size and provide solid
evidence for emerging trends
• Incapacity Lack of technology to support its growth
Let the sky fallWhen it crumblesWe will stand tallFace it all together
Our hobby: Resurrection
THANK YOU!www.localisation.ie; /education; /AGISAfrica
www.TheRosettaFoundation.org
http://wp.me/p2KQNj-6 (Manifesto)