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Richard RobertsRegional Sales Director– SDL Language WeaverAllan HallBusiness Unit Director – SDL Language Services

Automated Translation: Options to Drive Global Communication

iMT Language Weaver + Post-editing

Copyright © 2008-2010 SDL plc. All rights reserved. SDL Confidential

The Market

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Agenda

The iMT wave is coming business & market trends

The Case for automated translation

Evidence Real life success

Questions

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SDL – Language Weaver

SDL acquires Language Weaver 15th July Integration in to SDL – Language Technologies 6th OctoberMark Lancaster CEO SDL made following points ; “The digital universe is set to rise 10 fold in the next five years”

“We believe machine translation will become an integral part of companies’ content creation and management strategy”

“Within the next 5 years we expect over 30% of all translated content to utilize machine translation”

“We regard Language Weaver as the best-in-class machine translation technology available in the world today”

“Integrating secure and customized machine translation technology into SDL’sGlobal Information Management technology stack positions SDL well to support our customers in creating global content in the future.”

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IMT – Why do we need?

Digital content explosion!

Resource and Cost Pressure

Time to market

Maximising existing budgets €

Customer support & satisfaction / needs

Continual change

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Existing Scenario :The tip of the Iceberg

Traditional Translated Content

Opportunity

Why only 10%

Expensive

Complicated

Varying

Evidence

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2009 Automated Translation Survey

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Planned Use of Automated Translation

Have you considered using automated or machine translation for your business?

0

5

10

15

20

25

30

%

Yes, w e are using it Yes, w e havethought about it but

are not using it

Yes and w e haveplans to implement

automated translation

No, w e do notconsider itappropriate

No, w e haveconcerns about thequality of content

No, w e are notfamiliar w ith

automated translation

2009 2008

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Market Trends 2008 & 2009

0

5

10

15

20

25

30

35

40

45

50

%

More likely to use itnow than two years

ago

The same - still wouldconsider it

The same - still wouldnot consider it

Less likely than twoyears ago

2009 2008

How likely are you to use automated translation now, compared to two years ago?

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Barriers to Adoption 2008 & 2009

What are the main barriers to your organization adopting automated translation?

0

10

20

30

40

50

60

70

80

%

We have concerns aboutthe output quality

We have to provide abusiness case

We are concerned abouthow it w ould integrate w ith

our existing translationprocess

Our content is too complexfor automated translation

We already have atranslation department so

w e do not need anautomated solution to

translation

Other

2009 2008

The Case For iMT

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Key Points

Not all contents are good for pure MTQuality is now measurable - TrustScoreOptimisation of your translation needs is hereControl of your budgets comes to youIntegration and use of existing investments

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The Translation Knowledge Gap

Grammar

Vocabulary

Terminology & Dictionaries

Translation Memory

Global Authoring ManagementTerm Checks

Global Authoring ManagementTM & writing for translation checks

How authors writeWhat Automated Translation Understands

Post-editors address thisknowledge gap

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BlogsWiki

Doc Management

Selecting the Best Translation Option

Utility

QualityHigh

Low High

User ForumsEmail Support

FAQ

Advertising

Product Alerts

Product Documentation

User Reviews

Software User Interface

Email

Instant Messaging

Training Materials

Knowledge Base

HR Documents

Task-Driven

Bran

ding

Marketing ContentPublisher Content

Chat

Domain Specific: Collaboration/IT

Domain Specific: Customer Support

Domain Specific: Marketing

Alerts/Notifications

Human Review/Post Edit Recommended

Appropriate for Fully Automated Translation

Newsletters

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Addressing Quality: TrustScore™

TrustScore™ : Statistically driven algorithm that predicts the score that a human would likely assign as to the utility of the translation

Transforms translation into publishing

Enables monolingual speakers to become multilingual content managers

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Not useful1

May be actionable2

Actionable3

Actionable with some brand voice (some errors)4

Actionable and consistent with brand voice5 Actionable Content

Interpreting the TrustScore™

TrustScore returned based on a human calibrated Likert scale

+ Brand Voice

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Optimising Your Translation Needs

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Potential Workflow Diagram

SDL - iMTTranslation Management System

Automated Translation

TrustScore

PublishAbove Accepted TrustScore

Human Translation & Post Edit Queue

Below Accepted TrustScore

SDLTMS

Internal Systems

Customer Documents

SDL

Project Defined

High Quality Editorial Content

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The Future of Translation

Evidence

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Representative iMT Customers

QUALITY

CUSTOMER DELIVERY TIME

FACT INFLUENCE

Order plus 8 weeks

Government Intelligence

Post-edited Technical Translation

Fully Automated Useful Translation

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The world's largest manufacturer of semi conductor chipsRevenues: $37.5

billionEmployees:

86,300Website: 64

countries, 8 languages

Case Study: Customer Care

Profile

Increase customer satisfaction through immediate access to useful info Enhance revenues:

market expansion Contain cost: Reduce call

volumes in Spanish Increase self-

service service customer options

Business Objectives

Increased translated content from 10% to 100% (no post edit) Increased self help

usage (20k to 90K) and customer satisfaction Reduced publishing

time (3 wks to 24 hrs) Reduced localization

cost (30%-50%) Increased call

deflections

Results

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Customer Care Use Case Deployment

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Industry leading, travel community web property Traffic: 25 million

unique monthly visitorsWebsites: 10

countries, 8 languagesMore than 20

million reviews and opinions

Case Study: Community Content

Profile

Expand EN user-generated contributions to EU but unable to afford cost or time required for human translationHigh speed, cost

effective and accurate translations for unstructured digital content Ability to handle

continuous volumes of millions of user-generated articles

Business Objectives

Translations delivered successfully as measured by: Site HitsDwell Times Page Views Increased

number of EU contributions from EU customer Increased

revenue Site searchable

in native language

Results

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User Generated Content: Deployment

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Real life success

Time-to-market 66%Best Western reduced the delivery time of multilingual content from 24 months to 8 months

Costs $15,000,000CNH saved over $15m in support costs by applying automated translation

Costs 35%Chrysler reduced costs by over 35% using automated translation at the same time as driving up consistency

Time-to-market 50%The KION Group restructures its translation management processes for 26 languages and reduce costs by more than 35%

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Product Manuals

One of the largest automotive manufacturers Chrysler, Dodge, Jeep

brands Link with FIAT

Profile

Improve quality and consistency of owner manuals for new European models Shorten production

times Significantly lower

translation costs Integrate with Tweddle

Group’s systems, such as SDL Contenta for content management

Business Requirement

Exceeded expectations with over 35% reduction in costs Achieved higher quality

levels than had been achieved with traditional human translations Consistent and scalable

process for service information distribution Planning broader

deployment

Results

“The Tweddle/SDL solution has exceeded our expectations for translation quality control, delivery and cost reduction. We now have a consistent and scalable process for the delivery of service documentation.”

Paul Mansfield, Manager Service Information Distribution, Chrysler Group

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Fifth largest airline 265 destinations 63 million

passengers in last 12 months

Website

Profile

Integrate automated translation with existing SDL WorldServer translation management system Improve translation

quality & terminology consistency Reduce costs

Business Requirement

Project integration delivered on schedule Terminology

controlled with SDL KbTS process Costs reduced

through SDL KbTSHigh quality,

improved compared to previous vendor

Results

“In my opinion, the KBT team is doing a fantastic job. In the short time we have been working together, the KBT team has made some outstanding contributions long overdue; and continues to bring to our attention issues that will enhance the quality of the Translation Memories and consequently the quality of the translated content.” Alma Siller, Continental Airlines

Summary

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Key Summary Points

Digital content explosioniMT an integral part of companies content creation and management strategyOptimisation of your translation needs Integration with your infrastructureMaximising on your existing investments (Loc assets)

Questions?Questions?

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