TAUS 2.0 and the Game Changers in Localization, by Jaap van der Meer
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The document outlines the evolution of translation technology from the 1980s to the 2030s, highlighting key developments in language processing, machine translation, and the changing role of translators. It discusses the transition from basic tools to integrated systems and the impact of globalization on translation practices. The future is projected to involve deep learning, cultural consultancy, and a shift towards real-time, utility-based translation services.
TAUS 2.0 and the Game Changers in Localization, by Jaap van der Meer
- 1. Translation Technology Landscape <<in an evolutionary perspective>> www.taus.net
- 2. Evolution of the Translation Technology Landscape
- 3. Value proposition • Native speaker translators • Quality translations • Local agencies (yellow pages) Technology LSP Profile • Yellow Pages agencies • Solitary job • Single language • Word processors The Age of Personal Computing Translation: Profile of the 80s HLT • Spell checkers • Grammar checkers
- 4. What happened in the 80s • From typex to spell checkers • Grammar checkers (Grammatik – 1981) • Machine translation We were all so excited about Language technology
- 5. What happened in the 80s … however primitive everything still is when we look back • From IBM typewriters to Displaywriter system (1980) • From telex to fax machines • Systran on Minitel in Paris
- 6. Value proposition • Project management • Computer literacy LSP profile • Team work • Multiple languages • First consolidation wave Technology • Personal Computers • Software for everything Software is King HLT • DTP, artwork • Translation memory Localization: Profile of the 90s
- 7. What happened in the 90s The hype around Language Technology continues Lernout & Hauspie & The Flanders Language Valley … an MT revival that failed Logos – Tovna – Metal – DLT – Weidner – ALPS – Rosetta – Systran … Translation Memory broke through ALPS Autoterm – INK Text Tools – Trados (1984) We got special tools for software ‘translation’? Alchemy Catalyst – Passolo … and a better way to manage glossaries TermTracer (1987) – Termbase – Multiterm (1990)
- 8. What happened in the 90s Inflated expectations from language technology Lernout and Hauspie (1987 – 2001) The wearable translator 15 years later in Japan Gaston Bastiaens goes to jail
- 9. Value proposition • Single source • Simship Profiling • Global span • Full service Globalization: Profile of 2000 Technology • Client-server Connectivity rules! HLT • Server-based TM • GMS & TMS
- 10. Globalization: Technology Landscape of 2000 Competition in TM for the desktop .. and TM for client-server .. and ‘Advanced Leveraging’ in other domains
- 11. Globalization: Technology Landscape of 2000 • ALPNET Xchange • Uniscape The emergence of GMS and TMS
- 12. Globalization: “42 steps to process a simple translation job” The reason Idiom, GlobalSight, Uniscape were able to raise $250 million….. • ) And why did they lose it?
- 13. Why Companies Come and Go The Gartner Hype Cycle
- 14. What else happened in 2000 TAUS Summit, Taos, New Mexico, March 15- 17, 2007: A Historical Moment Let a thousand MT systems bloom MT is back!
- 15. Value proposition • Technology integration • Web-based TM • TM and MT as hybrid solution • MT as an enabler for other business LSP Profile • Diversification of services • Testing • Digital marketing • Consulting Technology • APIs The age of web services HLT Integration: Technology Profile of 2010
- 16. Integration: Technology Landscape of 2010 Large MLV focus on CMS integration • Lionbridge acquires Clay Tablet • SDL goes on a spree to acquire CMS companies Web-based TM systems Localization Project Management Systems GMS companies (‘old technologies’) absorbed by LSPs • SDL buys Idiom WorldServer • Welocalize gets GlobalSight • Translations.com acquires GlobalLink
- 17. What else happened around 2010 Enterprise Language Strategy “For the first time enterprises become strategic about translation.” Eight things to change! More words translated by machines than by humans
- 18. Enterprise SWOT Analysis (2010 – 2011) S W O T • High leverage from Translation Memories • Well established process and management • Quality inconsistent (local flavor missing) • Lack of flexibility in landscape, reactive rather than creative • Quality review is slow – bottleneck • Opening new markets with MT • Engaging with users & communities • Convergence with video and speech • Search engine optimization • Translation of user generated content • Use of mobile • Content personalization • Locked in to vendor base • Not scalable to expand quickly • Urgent requirement to support new markets • Inability to ensure quality • Opportunity loss due to lack of personalization This slide may not be used or copied without permission from TAUS
- 19. 19 Clients MLV’s In-country offices/partners Distributed translators/authors 4 to 30 vendors 10 to 40 languages 100’ to 1000’s translators/authors Vendor Management Project Management Quality Assurance Translation Memory Account Management Resources Management Quality Assurance Project Management Translation Memory Resources Management Quality Assurance Project Management Translation Memory Quality Assurance Translation Memory Static Cascaded Supply Chain This slide may not be used or copied without permission from TAUS
- 20. Content Disruption This slide may not be used or copied without permission from TAUS
- 21. Innovation Dilemma S W O T • High leverage from Translation Memories • Well established process and management • Quality inconsistent (local flavor missing) • Lack of flexibility in landscape, reactive rather than creative • Quality review is slow – bottleneck • Execution on innovation fails • Opening new markets with MT • Engaging with users & communities • Convergence with video and speech • Search engine optimization • Translation of user generated content • Use of mobile • Content personalization • Locked in to vendor base • Not scalable to expand quickly • Urgent requirement to support new markets • Inability to ensure quality • Lack of corporate awareness of new locales • Opportunity loss due to lack of personalization This slide may not be used or copied without permission from TAUS
- 22. 20th Century Translation Top-down globalization Export mentality – pushing out One big world 1. One translation quality fits all 2. Selecting locales – limited languages 3. Counting words – owned content 4. TM is core 5. Project-based translation 6. Cascaded supply chain 7. Publisher-driven 8. Unidirectional This slide may not be used or copied without permission from TAUS
- 23. 21st Century Translation Bottom-up and top-down globalization Information is omnipresent – people are connecting Many big worlds in one small planet 1. Quality differentiation 2. Long-tail of languages 3. Zettabytes of content– owned, shared, earned 4. Data is core 5. Continuous translation 6. Collaborative translation 7. User-driven 8. Multidirectional This slide may not be used or copied without permission from TAUS
- 24. Convergence: Technology Profile of 2020 Value proposition • Real-time MT • Speech-to-speech LSP Profile • Start-ups competition • Location not so relevant anymore • Platforms instead of supply chains Technology • Mobile • Free & open source The cloud is irresistible HLT • Subscriptions • Innovative offerings: social • Quality levels: transcreation • Dashboards
- 25. Convergence of Markets: Translation Shifts Gears 21st Century Convergence Luxury Publisher-driven translation industry Mobile Real-time Personalized Datafied Embedded New payment models Good enough Continuous + 1,000 languages Innovation Invaders From 10,000 customers who buy translation as a ‘luxury’ product to 6 billion users who consider translation ‘free’.
- 26. What is happening now Drag and drop … • Real-time customization of MT Plug and play … • Mobile apps for speech-to-speech Translation as utility • On every screen, in every app Convergence of: • Technologies: MT & S2S • Markets: Consumer & Business • Business: Free and Premium Many new start-ups Insider and invader innovators MT as an API: pay as you go or free for data
- 27. Convergence: Technology Landscape of 2020 Platforms Proxy-based localization platforms Community translation platforms Competitors or technology platforms to use
- 28. Convergence: Technology Landscape of 2020 Terminology Web-based terminology management Terminology search
- 29. Convergence: Technology Landscape of 2020 Translator productivity Free & open source Translator productivity tools
- 30. Convergence: Technology Landscape of 2020 Quality Management and Assurance Source language control Quality checking
- 31. Streetwise Translation apps Convergence: Technology Landscape of 2020 Translation as a utility
- 32. Convergence: Technology Landscape of 2020 Audio/video and speech Audio-video captioning Speech-to-speech
- 33. Singularity: Technology Profile of 2030 Value proposition • Deep learning • FAUT LSP Profile • Cultural consultants Technology • Robots & AI • Law of Moore reaches a climax Explosion of intelligence HLT • Data services and cleaning • Transcreation
- 34. Singularity: Trends of 2030 “Would I recommend to my young children to choose human translator as a profession? The answer is clearly "no". I would try to redirect them to be a language- and culture consultant. Transcreation and adaptation between cultures will remain necessary for one more generation, until the differences between earth's cultures have been reduced to minor deltas that machines can bridge. It is not only the technology that changes. Human behavior, thought and creativity also change in an increasingly connected world.” Chris Wendt, Microsoft: The Future Does Not Need Translators* Read the blog and comment
- 35. Evolution of the Translation Technology Landscape
- 36. What Have we Learned? Mission driven Data driven
- 37. Think Tank →→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→→ Platform for Industry-shared services →→→→→→→→ Themes Translation Automation Language Business Innovation Enterprise Language Strategy Together We Know More Human Language Project Game- Changers in Localization Milestone s Drive MT adoption Introduced crowdsourcing in translation TM Data Sharing Best practices in post-editing Dynamic Quality Framework DQF Public API TAUS is a resource center for the global language and translation industries. Our mission is to enable better translation through innovation and automation. 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
- 38. MT is here to Stay But who owns it and makes money with it? • Google, Microsoft, Baidu, Alibaba, Google, eBay, Facebook, Microsoft, Yandex, Amazon will be the strongest MT operators without straight revenue goals • IBM, NTT DoCoMo? No more empty segments • TM and MT ‘re-converge’ Commercial MT providers • Systran, KantanMT, Iconic, Asia Online, tauyou, Mirai, Cross Language, ProMT, Lucy Software, CCID, PangeaMT, Globalese MT as an enabler • For other business benefits and revenue generation FAUT • Focus on MT has changed from FAHQT to a tool to support global communications
- 39. Keynotes 2015 eBook Download it here: https://www.taus.net/think- tank/reports/event- reports/keynotes-2015
- 40. TAUS Translation Data Landscape Report TAUSTranslationDataLandscapeReport December 2015
- 41. This slide may not be used or copied without permission from TAUS
Editor's Notes
- #23: Dating from 2011: Planning for an uncertain future... Enterprise Langauge Strategy: 8 things to change