Trends in Localisation
- 1. Language Matters Reinhard Schäler Localisation Research Centre (LRC) Centre for Next Generation Localisation (CNGL) The Rosetta Foundation Presenting Trends in Localisation ORM: Zen – or the art of community translation technology TM Europe – Warsaw – 04-05 October 2012
- 3. What Global Multinational Digital Publishers really (used to) think about cultural diversity
- 4. We'll save Australia; No one likes us Don't know why. I don'twant to hurt no kangaroo. We'll build an all-American We may not be perfect In the words of Randy Newman amusement park there; But heaven knows we try. Political Science (1972) They've got surfing, too. But all around even our old friends put us down. Let's drop the bigLondon, see what happens. Well, boom goes one and We give them money And boom Paris. But are theyfor you More room grateful? No they'reroom for me. And more spiteful And they're hateful. every city the whole They don't respect us world round so let's surprise them; Will just be another We'll droptown. one American the big and how peaceful it'll be; Oh, pulverize them. Now Asia's crowded free; We'll set everybody And Europe's too old. You'll have Japanese Africa's far too hot, kimonos, baby, And Canada's too cold. There'll be Italian And South America shoes for me. stole our name. anyhow, They all hate us Let's drop the big one; there'll be So let's drop the big one now. no one leftthe blame us. Let's drop to big one now.
- 5. … and what their plans are for the year 2030 A sneak preview of their already prepared press release to by issued by the Ghostly Image in the words of Arthur Dent
- 6. A message from the Ghostly Image Spokesperson of the Intergalactic Digital Publishers’ Association It is most gratifying that your enthusiasm for our planet continues unabated. As a token of our appreciation, we hope you will enjoy the two Simon Jones aka The Ghostly Image thermonuclear missiles we've (The Hitchhiker’s Guide to the Galaxy, 2005) just sent to converge with your craft. To ensure ongoing quality of service, your death may be monitored for training purposes. Thank you.
- 7. What the world’s most prominent Business Thinkers have to say Back to real life! And a much more optimistic outlook
- 8. Give up the Illusion of Control: From Social Media to Social Business to Social Localisation 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
- 9. Give up the Illusion of Control: From Social Media to Social Business to Social Localisation This is about corporate spring. Marc Benioff CEO, salesforce.com
- 10. Control leads to compliance; autonomy leads to engagement. Daniel Pink, author of A whole New Mind and Drive
- 11. Give up the Illusion of Control: From Social Media to Social Business to Social Localisation Social Media will be dwarfed by Social Business Ethan McCarthy Senior Manager of Digital and Social Strategy, IBM
- 12. One trillion hours a year of participatory value are up for grabs. Clay Shirky Cognitive Surplus
- 13. The most significant growth opportunity for the industry Social Localisation
- 14. MainstreamLocalisation 7 billion people + 1 zetabyte of content = system overload The Titanic has hit the iceberg. Try plugging the holes? Start building the Ark. Yesterday Today Tomorrow Fix it: Short-term financial RoI Benefit/Impact MT Corporate IP & Control Communities Crowd-source Predictable projects Out of control Re-define quality 14
- 15. SocialLocalisation 7 billion people + 1 zetabyte of content = community action Large Large amounts Matching communities of content communities and with language accessible to the content they skills ready to do communities need, and good and that should but supporting their support their is not being localisation causes. translated. efforts. Social Community Content Localisation 15
- 16. The Route to Social Localisation Imagine Global communities supported by Social Localisation Technologies exchanging any type of digital content across thousands of languages. 16
- 17. FromEnterprises toTribes Rationale Actors Filter Players KPIs Enterprise Market-driven Microsoft Symantec $30b industry Shareholder Profit Finance Google Short-term financial ROI value Oracle SAP User Non-market-driven Open: Mozilla, Wikipedia,… Unpaid volunteers Community Humanitarian: TWB, Amnesty,… Uptake Funded by Donors Crowd: Twitter, Facebook,… Translators work for Entrepreneur (notional) salary Proposal Measurable impact Change Funders cover costs Translation loan/inv’ment Universal Publically funded Government: EC Transl. Services, Legal Req.’s fundamental Coverage professionals African Union, … Human Right
- 20. To help Wikipedia become more helpful to speakers of smaller languages, we’re working with volunteers, translators and Wikipedians across India, the Middle East and Africa to translate more than 16 million words for Wikipedia into Arabic, Gujarati, Hindi, Kannada, Swahili, Tamil and Telugu. We began these efforts in 2008, starting with translating Wikipedia articles into Hindi, a language spoken by tens of millions of Internet users. At that time the Hind Wikipedia had only 3.4 million words across 21,000 articles –while, in contrast, the English Wikipedia had 1.3 billion words across 2.5 million articles.
- 22. SocialLocalisation Environment: Challenge Specific Specific Specific Generic
- 23. SocialLocalisation Technology: Challenge PM Lead PM Lead PM PM Lead Costly hierarchical, duplicated, PM SLV Freelancer PM Lead Support and redundant dependencies? PM SLV Freelancer Support PM SLV Freelancer Support SLV Freelancer Support Task Direct, self-managed, and transparent task support! Result Provider
- 24. SocialLocalisation Technology: Challenge Tens of thousands of pre-configured processes and closed, inflexible, and proprietary technologies? Analysis Translation Testing Release Analysis Translation Testing Release Analysis Translation Testing Release Analysis Translation Testing Release Analysis Translation Testing Release Analysis Translation Testing Release Globally interoperable & configurable components! Testing Release Translation Analysis
- 25. SocialLocalisation Technology: Solution Match Productivity Service-Oriented Localisation Architecture Solution Matching Task & Provider Supporting Task Completion Crisp UI & Easy to Use Component Technologies Self-managed, intelligent Open Data Resources Zero overheads Flexible and adaptive 25
- 26. THE ORM DESIGN PRINCIPLE Open – Right - Minimalistic 26
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- 32. ORMDesignPrinciples • 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
- 33. Match Research Demonstrator Development Prototype Pilot and Public Review Roll-out
- 34. MeasuresOfSuccess • Does it • Is it float? inclusive? Adoption? Variety? Impact? UI? • Changed • Accessible, lives? usable? The Titanic was built by professionals – the Ark by amateurs. 34
- 35. • Social Localisation represents the biggest growth opportunity for the industry • Localisation Decision: From Enterprise to User • Challenges posed by Social Localisation – 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 35
- 36. What’s Your Message? Social Localisation 36
- 37. Become a Friend of The Rosetta Foundation http://www.TheRosettaFoundation.org/donate Thank you! Questions? Reinhard.Schaler@ul.ie www.localisation.ie - www.cnl.ie MSc in Multilingual Computing and Localisation (Distance Learning) www.localisation.ie/education 37
Editor's Notes
- #2: 11:15 Presentation - trends in localisation - Reinhard Schaler Clay Shirky: 1 trillion hours up for grabs; US-based NGOs: $1.9 trillion revenues; more jobs in Nonprofit sector
- #5: Not very pc flash animation http://www.albinoblacksheep.com/flash/politicalsciencehttp://www.youtube.com/watch?feature=player_detailpage&v=lrKYCsE48Lchttp://www.songmeanings.net/songs/view/37160/#Rrri37jcMeGOEghY.99
- #9: Marc Benioff, CEO of Salesforce.com, brings it to the point: "This isn't just about Arab Spring. This is about corporate spring." We add: This is about the localisation spring. Ethan McCarty, Senior Manager of Digital and Social Strategy at IBM (FastCompany, 11 Sep 2011) believes that “social media will be dwarfed by social business”. We add: mainstream translation will be dwarfed by social localisation. Communities will take control of localisation and introduce radical change to the industry. What is our role in this scenario?The Wall Street Journal recently ranked Gary Hamel as the world's most influential business thinker, and Fortune magazine has called him "the world's leading expert on business strategy." For the last three years, Hamel has also topped Executive Excellence magazine's annual ranking of the most sought after management speakers.
- #11: Daniel Pink, Al Gore’s ex-speech writer, who, in his now famous book Drive, tells the story about the person with a crystal ball who sits down with an economist, an accomplished business school professor, in 1995:“I’ve got a crystal ball here that can peer fifteen years into the future. I’d like to test your forecasting powers.” She’s skeptical, but she decides to humor you. “I’m going to describe two new encyclopedias—one just out, the other to be launched in a few years. You have to predict which will be more successful in 2010.” “Bring it,” she says.“The first encyclopedia comes from Microsoft. As you know, Microsoft is already a large and profitable company. Microsoft will fund this encyclopedia. It will pay professional writers and editors to craft articles on thousands of topics. Well-compensated managers will oversee the project to ensure it’s completed on budget and on time. Then Microsoft will sell the encyclopedia on CD-ROMs and later online. “The second encyclopedia won’t come from a company. It will be created by tens of thousands of people who write and edit articles for fun. These hobbyists won’t need any special qualifications to participate. And nobody will be paid a dollar or a euro or a yen to write or edit articles. Participants will have to contribute their labor - sometimes twenty and thirty hours per week - for free. The encyclopedia itself, which will exist online, will also be free - no charge for anyone who wants to use it.“Now,” you say to the economist, “think forward fifteen years. According to my crystal ball, in 2010, one of these encyclopedias will be the largest and most popular in the world and the other will be defunct. Which is which?” Pink correctly suggests that in 1995, you would not have found an economist who would not have picked the first model as the successful one. “That ragtag band of volunteers might produce something. But there was no way its product could compete with an offering from a powerful profit-driven company. The incentives were all wrong.” Of course, Microsoft would gain from the commercial success of its product while everyone involved in the other project would have known from the outset that success would earn them nothing – so why would they bother? Microsoft’s writers, editors, and managers were paid while the other project’s contributors were not. Pink says that the question was such a no-brainer that the economist wouldn’t even have considered putting it on an exam for her MBA class because it was too easy. However, we all know how things turned out…On October 31, 2009, Microsoft closed down MSN Encarta while the other project, Wikipedia, today has more than 13 million articles in some 260 languages, including 3 million in English alone. Pink is right when he says that the conventional view of human motivation has a very hard time explaining this result.
- #12: Marc Benioff, CEO of Salesforce.com, brings it to the point: "This isn't just about Arab Spring. This is about corporate spring." We add: This is about the localisation spring. Ethan McCarty, Senior Manager of Digital and Social Strategy at IBM (FastCompany, 11 Sep 2011) believes that “social media will be dwarfed by social business”. We add: mainstream translation will be dwarfed by social localisation. Communities will take control of localisation and introduce radical change to the industry. What is our role in this scenario?
- #13: A trillion hours a year of participatory value are up for grabs. (Clay Shirky, Cognitive Surplus)The nonprofit sector in the US had revenues of US$1.9 trillionThe nonprofit sector generates 20% more employment (against revenue) than the for-profit sector
- #15: What is the problem?Trying to use current technology is like trying to plug the holes in the Titanic.Irrelevant whether not-/for-profit
- #16: Outside our research area: Content discovery and retrieval
- #18: http://thenextweb.com/google/2012/06/18/google-government-takedown-requests-up-103-in-us-49-in-india-4-new-countries-on-transparency-report/ http://www.google.com/transparencyreport/How can that be achieved? – Only few years ago, people would have said that this is not possible. – EC DG Translation: Study and interest500,000 volunteer translators with TwitterExplain acronyms: TWB, TRF
- #35: Picture of the Ark
- #36: CSA:Q:Do your estimates include non-profit work?A:Many LSPs receive a significant percentage of work from the non-profit sector, and this is captured in the revenues they report to us.