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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
%
11
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
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
25
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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