Solving the Global Communication Challenge

September 2010

Solving the Global Communication ChallengePresented by Lionbridge & IBM

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Kevin PerryVice President of Real Time Translation [email protected]• 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.

Introductions

Salim RoukosSr. Manager, Multilingual NLP Technologies & CTO, Translation Technologies IBM T.J. Watson [email protected]• 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.




4,200 employees 26 countries•1,900 offshore employees• 85,000+ third party, mobile and at home workers

Leader in $14B services industry• Translation and adaptation of productsand content for international markets

‘Crowd-in-the-Cloud’• Industry leading technology• Drives efficiency• Improves productivity

Recurring relationships with 500+ global clients• 80% of revenue comes from recurring clients• 12 of the Fortune 20 companies are client

Global Scale Market Leadership

Cloud Technology Platform Loyal, Global Clients

Lionbridge Snapshot$400M Leader in Translation, Testing and Development


IBM Research SnapshotLeading the Charge in Real-Time Translation

MASTOR project started with DARPA funding

2001

DARPA CAST- prototype S2S on laptop & handheld

2002

2003

1st S2S translator (MASTOR) on handheld device

2004

2005

MASTOR FOAK with DHS (MSA-Chinese border patrol)

2006

Humanitarian donation of STST to US DoD to support communication in Iraq

2007

2000

DARPA TIDES - to develop SMT for Arabic and Chinese

1st enterprise LMT product - WebSphere Translation Server. Supported 5 languages

1994

Participated in LMT-based international cooperation on MT

19901984

Began work on Linguistic Machine Translation (LMT)based on slot grammars

1988

Pioneered effort in SMT

Released V2 WebSphere Translation Server Added 4 langs

1st customer SMT solution (Arabic-English)

DARPA GALE - to develop SMT for both written and spoken Arabic and Chinese

1st commercial deployment of TALES (Arabic-English)

IBM ranked top by NIST for Arabic-English SMT

2008

IBM leads GALE Rosetta Consortium to define SMT standards & tools

2009

Delivered QRC for 160 STST units to Sequoyah

RTTS initiative -Innovation Jam 2006

Lionbridge to commercialize RTTS in SaaS offering

n.Fluent launched in IBM with 11 SMT language pairs

2010

IBM eSupport web site launched with RTTS translation

GALE IOD operational with 15 engines

GALE IOD operational with 7 engines

WTS – Rules basedSMT – Text-to-TextMASTOR – Speech-to-SpeechRTTS – UIMA platform

STST on Android for DARPA TRANSTAC

Delivered donation of 1000 STST units and 10000 SW licenses

DARPA TRANSTAC- to develop S2S on laptop & handheld

NISC acquisition – HLT solutions for Intelligence community


Communication within your global organization

Technical/e-support (Knowledge base and Help Desk IM Chat support)

Communicating your brand globally

Social Media

Poll Question:

• What do you consider your organizations biggest Global Communication Challenge?


Global Megatrends Shaping How We LiveUbiquity, 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




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’


High

Low

Solution Efficiency Demands

Marketable Shelf Lifeof Content

1/Month 1/Second

Current Solutions don’t address the global real-time challenge Our life is instantaneous, why should languge be any different?

Single Event Efforts

Episodic Product


High

Low



1/Month 1/Second



Episodic Product

Date-Specific Frequent

Content Drops

Marketing Material


High

Low



1/Month 1/Second



Episodic Product


Content Drops

Marketing Material

Continuous Updates

Online Ads


High

Low



1/Month 1/Second



Episodic Product


Content Drops

Marketing Material

Continuous Updates

Online Ads

Real-Time On Demand

IM/Chat Knowledge Base Blog/Community


High

Low



1/Month 1/Second



Episodic Product


Content Drops

Marketing Material

Continuous Updates

Online Ads

Real-Time On Demand

IM/Chat Knowledge Base Blog/Community


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.





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


The Good Enough RevolutionProducts 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’.”


The Good Enough RevolutionProducts 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

Content needs to be usable and actionable, but not perfect


99% of Enterprise Content Remains Untranslated Today*

• Products• Marketing Material• Branded Websites Enterprise

“Just in Case” Applications

• Instant support and FAQs• User generated content• Knowledge bases

Mission Critical Applications Outsourced to professional

language providers“Just in Case”

*Source: Common Sense Advisory Report “Automated Translation Technology”





Consumer desktop and browser based applications



Free “gisting” MT on the Web






• Instant support and FAQs• User generated content• Knowledge bases

EnterpriseJust in TimeApplications

Consumer desktop and browser based applications



Not currently translated todaytoo expensive and time consuming to translate using traditional language

service providers.

Free “gisting” MT on the Web

Enterprise Real-Time Multilingual

Communication Opportunity


Unlocking Knowledge & Fostering Collaboration within the Global Enterprise


A “translate now” real time communication widget for enterprise content that is not currently translated

Real Time TranslationAutomated Translation for Instantaneous Multilingual Communication



Combines IBM’s advanced MT engine, RTTS, with Lionbridge’s deep customization capabilities and global development scale





SaaS model eliminates cost and deployment barriers





SaaS model eliminates cost and deployment barriers

Customization removes the quality barrier of free-ware



35 year history of investment and development via the TJ Watson Research Center

RTTS Powers IBM n.Fluent PilotSecure, enterprise-strength, real-time translation for the Global Enterprise



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







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







Early test Results Prove the ModelProject Specific Domains and Customization Drive Dramatic Quality Improvements

Google IBM v1 IBM v2 IBM & Lionbridge v3

ESTIMATE

83%

48%40%

32%

SPANISH TEST SCENARIOS*Very light customization


Early test Results Prove the ModelProject Specific Domains and Customization Drive Dramatic Quality Improvements

Google IBM v1 IBM v2 IBM & Lionbridge v3

ESTIMATE

83%

48%40%

32%

SPANISH TEST SCENARIOS*Very light customization


Automated Machine Translation“speed and efficiency”

The Lionbridge Cloud One Database Powers Real Time Automation and Human Translation



Human-Based Translation“quality”




Human-Based Translation“quality”


Real-time language assets

TM 1

TM 2

TM 3

TM 4

TM 5Centralized Glossary

Delivering Real-Time ValueRevenue, Loyalty, Time to Market and Cost

Revenue UpliftImmediate Revenue growth for Companies by enabling new markets

Customer LoyaltyIncrease customer stickiness by offering localized content

Time to MarketSignificantly accelerating the time to market in new deployments

Cost AvoidanceReduce support and help desk investments required to cover global footprint


Revenue Uplift

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

Revenue Uplift

Immediate Revenue growth for Companies by enabling new markets

Cost Avoidance Time to Market

Customer Loyalty


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

Customer Loyalty

Increase Customer stickiness by offering localized content

Revenue Uplift


Customer Loyalty


Order of magnitude cheaper than manual translation alternatives available today

Consolidation opportunities exist in call centers as need to scale in-country multi-lingual center is reduced (Approx 10-15% reduction)

Over 20% reduction in call volume to support centers with native language self help

Cost Avoidance

Reduced support and help desk investments required to cover global footprint

Revenue Uplift


Customer Loyalty


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%

Time to Market

Significantly accelerating the time to market in new deployments

Revenue Uplift


Customer Loyalty


Content will Continue to grow exponentially and “good enough” is the new norm

Enabling Real Time Multilingual Communication

One Click Mobility, Ubiquity and Immediacy Anywhere in the World!



Vast amount of content require affordable and scalable solutions






Content NOW…Based on Context and Location; Everything is “on demand”






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

IBM’s advanced MT engine, RTTS, and Lionbridge’s deep customization capability drive high quality and low cost


Questions?


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October 2010


Knowledge Center

View Webinars On-Demand

• The Art and Science of Global Navigation• The Best Global Web Sites (and Why)• Mastering Multilingual Marketing

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

www.lionbridge.com


Thank You!

Kevin [email protected]

Lionbridgewww.lionbridge.com

http://blog.lionbridge.com

http://twitter.com/Lionbridge

http://www.facebook.com/L10nbridge

Salim [email protected]


http://www.lionbridge.com/

http://blog.lionbridge.com/

http://twitter.com/Lionbridge

http://www.facebook.com/L10nbridge



Questions?