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Automated Translation:

Emmanuel Tonnelier

Automated Translation: Options to Drive Global Communication

Emmanuel TonnelierSales Director – SDL Language Weaver

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

The Market

Agenda

The iMT wave is coming business & market trends

The Case for automated translation

Evidence Real life success

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Questions

SDL – Language Weaver

SDL acquires Language Weaver 15 th July

Integration in to SDL – Language Technologies 6 th October

Mark Lancaster CEO SDL made following points ;Mark 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”

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� “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’s Global Information Management technology stack positions SDL well to support our customers in creating global content in the future.”

IMT – Why do we need?

Digital content explosion!

Resource and Cost PressureResource and Cost Pressure

Time to market

Maximising existing budgets €

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Customer support & satisfaction / needs

Continual change

Existing Scenario :The tip of the Iceberg

Traditional Translated Content

Why only 10%Why only 10%

Expensive

Complicated

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Opportunity

Varying

Evidence

2009 Automated Translation Survey

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Planned Use of Automated Translation

Have you considered using automated or machine tran slation for your business?

2009 2008

10

15

20

25

30

%

10

0

5

10

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

Market Trends 2008 & 2009

2009 2008

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

20

25

30

35

40

45

50

%

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0

5

10

15

20

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

Barriers to Adoption 2008 & 2009

What are the main barriers to your organization adop ting automated translation?

80

2009 2008

20

30

40

50

60

70

%

12

0

10

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

The Case For iMT

Key Points

Not all contents are good for pure MT

Quality is now measurable - TrustScore

Optimisation of your translation needs is hereOptimisation of your translation needs is here

Control of your budgets comes to you

Integration and use of existing investments

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Selecting the Best Translation Option

Quality

HighAdvertising

Software User Interface

Marketing Content

Publisher Content

Domain Specific: Domain Specific: Domain Specific: Domain Specific:

MarketingMarketingMarketingMarketing

Human Review/Post Edit Recommended

BlogsWiki

Doc ManagementUser Forums

Email Support

FAQProduct Alerts

Product Documentation

Email

Training Materials

Knowledge Base

HR Documents

Branding

Branding

Branding

Branding

Marketing Content

Appropriate for

Fully Automated Translation

Newsletters

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UtilityLow High

User Reviews

Instant Messaging

TaskTaskTaskTask----DrivenDrivenDrivenDriven

Chat

Domain Specific: Domain Specific: Domain Specific: Domain Specific:

Collaboration/ITCollaboration/ITCollaboration/ITCollaboration/ITDomain Specific: Domain Specific: Domain Specific: Domain Specific:

Customer SupportCustomer SupportCustomer SupportCustomer Support

Alerts/Notifications

Addressing Quality: TrustScore™

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

�Transforms translation into publishing

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�Enables monolingual speakers to become multilingual content managers

Interpreting the TrustScore™

TrustScore returned based on a human calibrated Lik ert scale

Actionable3

Actionable with some brand voice (some errors)4

Actionable and consistent with brand voice5 Actio

nable

Conte

nt

+ B

rand V

oice

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Not useful1

May be actionable2

Optimising Your Translation Needs

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Potential Workflow Diagram

SDL - iMT

Customer Documents

SDL

SDL - iMTTranslation Management System

Automated Translation

Below Accepted TrustScore

SDLTMS

Project Defined

High Quality Editorial Content

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TrustScore

PublishAbove Accepted TrustScore

Human Translation & Post Edit Queue

TrustScore TMS

Internal Systems

The Future of Translation

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Evidence

Automated Translation Deployment

QUALITYFACT INFLUENCE

35

6

Post-edited Technical Translation

8

2

1

6

26

35

35

Fully Automated Useful Translation

5

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CUSTOMER DELIVERY TIME

Government Intelligence

35 N = #

Languages

Today Within 6-8 weeks

�The world's largest

Case Study: Customer Care

Profile

� Increase customer satisfaction through

Business Objectives

� Increased translated content from 10% to

Results

�largest manufacturer of semi conductor chips

�Revenues: $37.5 billion

�Employees: 86,300

satisfaction through immediate access to useful info

� Enhance revenues: market expansion

� Contain cost:

� Reduce call volumes in Spanish

�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)

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86,300

�Website: 64 countries, 8 languages

Spanish

� Increase self-service service customer options

hrs)

� Reduced localization cost (30%-50%)

� Increased call deflections

Customer Care Use Case Deployment

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Case Study: Community Content

Profile

� Expand EN user-generated

Business Objectives

� Translations delivered

Results

� Industry leading, travel community web property

�Traffic: 25 million unique monthly visitors

�Websites: 10 countries, 8

generated contributions to EU but unable to afford cost or time required for human translation

�High speed, cost effective and accurate translations for unstructured

�delivered successfully as measured by:

� Site Hits

�Dwell Times

� Page Views

� Increased number of EU

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countries, 8 languages

�More than 20 million reviews and opinions

for unstructured digital content

� Ability to handle continuous volumes of millions of user-generated articles

number of EU contributions from EU customer

� Increased revenue

� Site searchable in native language

User Generated Content: Deployment

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SDL Expertise

Quality� Trained rules and statistically based automated translation systems

� Post-editing services to improve the quality from trained systems

Expertise� Nearly a decades experience training automated systems for enterprises

� Over 7 billion words automatically translated by SDL to date

Integration with existing translation supply chain� Automated translation as a workflow step

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� Automated translation as a workflow step

� Post-editing MT segments alongside TM segments in SDL Trados Studio

Integration with existing business systems� Leverage SDL TMS integrations to plug into content sources

� Leverage SDL TMS to manage file preparation for translation

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%

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

Product Manuals

Profile

� Improve quality and consistency of owner

Business Requirement

� Exceeded expectations with over 35%

Results

� One of the largest automotive manufacturers

� Chrysler, Dodge, Jeep brands

consistency of owner manuals for new European models

� Shorten production times

� Significantly lower translation costs

� Integrate with TweddleGroup’s systems, such as SDL Contenta for

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

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�brands

� Link with FIAT

as SDL Contenta for content management

information distribution

� Planning broader deployment

“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

Website

Profile

� Integrate automated translation with

Business Requirement

� Project integration delivered on

Results

� Fifth largest airline

� 265 destinations

� 63 million passengers in last

�translation with existing SDL WorldServer translation management system

� Improve translation quality & terminology consistency

�delivered on schedule

� Terminology controlled with SDL KbTS process

� Costs reduced through SDL KbTS

�High quality, improved compared

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passengers in last 12 months

consistency

� Reduce costs

improved compared to previous vendor

“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

Key Summary Points

Automated Translations NOT suited for all content t ypes

Trained systems deliver high quality and high volum e work

Translation is now a balance to optimise costsTranslation is now a balance to optimise costs

TrustScore can help workflow and localization proces s

SDL – LW are leading the way in Translation Optimizat ion

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Questions?Questions?

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