Solving the Global Communication Challenge Presented by Lionbridge & IBM
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September 2010
Introductions Kevin Perry Vice President of Real Time Translation Technology Kevin.Perry@lionbridge.com • Kevin Perry is responsible for driving the go-to-market, strategic planning, business strategy and business development for the real time translation business unit. • Over his six year tenure at Lionbridge, he has had various sales and sale management roles with performance record of producing value, generating sustainable sales success, and delivering measurable results of revenue and profitability.
Salim Roukos Sr. Manager, Multilingual NLP Technologies & CTO, Translation Technologies IBM T.J. Watson Research roukos@us.ibm.com • Salim Roukos’ research areas at IBM Research have been in statistical machine translation (SMT), information extraction, statistical parsing and statistical language understanding for conversational systems. • PI on the DARPA GALE project • led the group that created IBM's ViaVoice Telephony product, the first commercial software to support full natural language understanding for dialog systems in 2000, and more recently the first SMT product for Arabic-English translation in 2003. Company Confidential – distribution prohibited without permission
Lionbridge Snapshot
$400M Leader in Translation, Testing and Development
Global Scale 4,200 employees 26 countries •1,900 offshore employees • 85,000+ third party, mobile and at home workers
Cloud Technology Platform ‘Crowd-in-the-Cloud’ • Industry leading technology
• Drives efficiency • Improves productivity
Market Leadership Leader in $14B services industry • Translation and adaptation of products and content for international markets
Loyal, Global Clients Recurring relationships with 500+ global clients • 80% of revenue comes from recurring clients
• 12 of the Fortune 20 companies are client
Company Confidential – distribution prohibited without permission
IBM Research Snapshot Leading the Charge in Real-Time Translation
Participated in LMT-based international cooperation on MT
1984
MASTOR project started with DARPA funding 1st customer SMT solution (ArabicEnglish)
1990 1994
2001 2000
1988
Pioneered effort in SMT
DARPA TRANSTAC- to develop S2S on laptop & handheld
1st enterprise LMT product - WebSphere Translation Server. Supported 5 languages
Began work on Linguistic Machine Translation (LMT) based on slot grammars
2003 2002
WTS – Rules based SMT – Text-to-Text MASTOR – Speech-to-Speech RTTS – UIMA platform
Humanitarian donation of STST to US DoD to support communication in Iraq
2005 2004
DARPA CASTprototype S2S on laptop & handheld
DARPA TIDES - to develop SMT for Arabic and Chinese Released V2 WebSphere Translation Server Added 4 langs
n.Fluent launched in IBM with 11 SMT language pairs
DARPA GALE - to develop SMT for both written and spoken Arabic and Chinese MASTOR FOAK with DHS (MSAChinese border patrol)
1st S2S translator (MASTOR) on handheld device
NISC acquisition – HLT solutions for Intelligence community
GALE IOD operational with 15 engines
Delivered QRC for 160 STST units to Sequoyah
2007 2006
IBM leads GALE Rosetta Consortium to define SMT standards & tools GALE IOD operational with 7 engines
STST on Android for DARPA TRANSTAC
2009 2008
2010
IBM ranked top by NIST for Arabic-English SMT
Lionbridge to commercialize RTTS in SaaS offering
Delivered RTTS initiative donation of 1000 Innovation Jam 2006 STST units and 10000 SW licenses 1st commercial deployment of TALES (Arabic-English)
Company Confidential – distribution prohibited without permission
IBM eSupport web site launched with RTTS translation
Global Megatrends Shaping How We Live Ubiquity, Mobility & Immediacy
Ubiquity
Exploding amounts of professional and user-generated content demand single-click translation solutions
Mobility The Mobile, Global Worker
demands the global availability they enjoy in their untethered personal lives
Immediacy
The world has transitioned from episodic ‘business time’ to instantaneous ‘consumer time’ Company Confidential – distribution prohibited without permission
Current Solutions don’t address the global real-time challenge Our life is instantaneous, why should languge be any different? Real-Time On Demand High
Solution Efficiency Demands
Date-Specific Frequent Content Drops Single Event Efforts
Continuous Updates
IM/Chat Knowledge Base Blog/Community
Online Ads
Marketing Material
Episodic Product
Low
1/Month
Marketable Shelf Life of Content Company Confidential – distribution prohibited without permission
1/Second
Challenges facing global enterprises Engaging the client – internal and external I want translated content! Whether or not the organization I am interacting with designates me worthy of their translation, I should have the control…not them. There are have’s and have not’s when it comes to translated content.
88% of internet users are outside the United States.* A wealth of opportunity lost!
*Wikipedia, accessed 22 September 2010 http://en.wikipedia.org/wiki/Internet_access_worldwide
Company Confidential – distribution prohibited without permission
The Good Enough Revolution Products are trading power or fidelity for low price, flexibility, & convenience “Having it here and now is more important than having it perfect. These changes run so deep and wide, they're actually altering what we mean when we describe a product as ‘high-quality’.”
Content needs to be usable and actionable, but not perfect
Company Confidential – distribution prohibited without permission
99% of Enterprise Content Remains Untranslated Today* • Products • Marketing Material • Branded Websites
Enterprise Real-Time Multilingual Communication Opportunity
Enterprise “Just in Case” Applications
Enterprise Just in Time Applications • Instant support and FAQs • User generated content • Knowledge bases
Mission Critical Applications Outsourced to professional language providers “Just in Case”
Not currently translated today
too expensive and time consuming to translate using traditional language service providers.
Consumer desktop and browser based applications *Source: Common Sense Advisory Report “Automated Translation Technology”
Company Confidential – distribution prohibited without permission
Free “gisting” MT on the Web
Unlocking Knowledge & Fostering Collaboration within the Global Enterprise
Real Time Translation
Automated Translation for Instantaneous Multilingual Communication A “translate now” real time communication widget for enterprise content that is not currently translated Combines IBM’s advanced MT engine, RTTS, with Lionbridge’s deep customization capabilities and global development scale SaaS model eliminates cost and deployment barriers Customization removes the quality barrier of free-ware
Company Confidential – distribution prohibited without permission
RTTS Powers IBM n.Fluent Pilot
Secure, enterprise-strength, real-time translation for the Global Enterprise 35 year history of investment and development via the TJ Watson Research Center RTTS-based n.Fluent Machine Translation Portal is capable of automatically translating • • • • •
Text Web pages Documents Instant MessagingSametime chats (via a Sametime plug-in) Mobile (BlackBerry and others) translation applications
Language Pairs: English to/from Arabic, Simplified and Traditional Chinese, French, German, Japanese, Korean, Italian, Portuguese, Russian, and Spanish APIs to RTTS and n.Fluent services allow other applications to access speech and translation services Refined through crowdsourcing model • n.Fluent application is “tuned” using input from 400,000 IBMers in 170 countries Company Confidential – distribution prohibited without permission
Company Confidential – distribution prohibited without permission
Company Confidential – distribution prohibited without permission
Company Confidential – distribution prohibited without permission
Early test Results Prove the Model
Project Specific Domains and Customization Drive Dramatic Quality Improvements
*Very light customization 83%
48%
IBM v1
40%
IBM v2
32%
IBM &
Lionbridge v3
ESTIMATE
Company Confidential – distribution prohibited without permission
The Lionbridge Cloud
One Database Powers Real Time Automation and Human Translation Automated Machine Translation
Human-Based Translation
“speed and efficiency”
“quality”
Real-time language assets TM 3 TM 2 TM 1
TM 4
Centralized Glossary
TM 5
Company Confidential – distribution prohibited without permission
Delivering Real-Time Value
Revenue, Loyalty, Time to Market and Cost
Revenue Uplift
Customer Loyalty
Immediate Revenue growth for Companies by enabling new markets
Increase customer stickiness by offering localized content
Cost Avoidance
Time to Market
Reduce support and help desk investments required to cover global footprint
Significantly accelerating the time to market in new deployments
Revenue Uplift Immediate Revenue growth for Companies by enabling new markets
Revenue Uplift
Customer Loyalty
Cost Avoidance
Time to Market
Research shows that eCommerce customers are two times more likely to complete an online transaction if engaged in a native language Organizations are seeing 5 – 10% revenue uplift with local language versions of their online properties
Company Confidential – distribution prohibited without permission
Customer Loyalty Increase Customer stickiness by offering localized content
Revenue Uplift
Customer Loyalty
Cost Avoidance
Time to Market
Global customers can now interact (access content, contribute content) and “engage” in enterprises’ social medial and customer support efforts in native languages Customer retention and loyalty grows over 10 – 15% if serviced in local languages
Company Confidential – distribution prohibited without permission
Cost Avoidance Reduced support and help desk investments required to cover global footprint
Revenue Uplift
Customer Loyalty
Cost Avoidance
Time to Market
Order of magnitude cheaper than manual translation alternatives available today Consolidation opportunities exist in call centers as need to scale incountry multi-lingual center is reduced (Approx 10-15% reduction) Over 20% reduction in call volume to support centers with native language self help
Company Confidential – distribution prohibited without permission
Time to Market Significantly accelerating the time to market in new deployments
Revenue Uplift
Customer Loyalty
Cost Avoidance
Time to Market
Customized real-time automated translation significantly reduces business process cycle of • Planning • Producing • Translating content • Staging and engaging with customers, partners and suppliers Organizations are reducing cycle times by 30-40%
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Enabling Real Time Multilingual Communication One Click Mobility, Ubiquity and Immediacy Anywhere in the World! Content will Continue to grow exponentially and “good enough” is the new norm Vast amount of content require affordable and scalable solutions Content NOW…Based on Context and Location; Everything is “on demand” IBM’s advanced MT engine, RTTS, and Lionbridge’s deep customization capability drive high quality and low cost Company Confidential – distribution prohibited without permission
Knowledge Center
Download White Papers • Building Stronger Brands Around the World: A Guide to Effective Global Marketing • Strengthening Global Brands: Key Steps for Meaningful Communications around the World • Building a Global Web Strategy: Best Practices for Developing your International Online Brand View Webinars On-Demand • The Art and Science of Global Navigation • The Best Global Web Sites (and Why) • Mastering Multilingual Marketing Company Confidential – distribution prohibited without permission
Thank You! Kevin Perry Kevin.Perry@lionbridge.com
Salim Roukos roukos@us.ibm.com
Lionbridge www.lionbridge.com http://blog.lionbridge.com http://twitter.com/Lionbridge http://www.facebook.com/L10nbridge
Company Confidential – distribution prohibited without permission