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This presentation was first delivered at the 2013 Internationalization Conference in Santa Clara in March 2013
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The Human ROI
The past, present and future of Localization.
Presented By
Michael Meinhardt, CEO of Cloudwords
Ei-Mang Wu, Sr. Global Product Manager, Marketo
A BRIEF HISTORY OF ENGLISH
A BRIEF HISTORY OF LANGUAGE10,000 BCE: Humans create communication.
1400 BCE: Moses: a master of translation and localization.
1100 CE: European Crusades: interpreters and translators needed for holy texts.
1250 CE: Marco Polo: Requires interpreters to navigate from Italy to China.
1600 CE: John Smith: Lands in the new world and learns to speak with natives.
1940: Allied Forces capture the U-Boat top-secret language decoder.
1960-1970: Machine Translation makes a concerted effort.
1980 – 1990s: Translators embrace technology and a new industry is born. Translation Memory!
1998 – 2003: Venture Capital invests over $150 million USD. Trados, Idiom and Globalsight – good ideas, but challenging development and business models
2004 – 2009: Translation vendors invest in homegrown HTML portals to optimize their processes with their customers – 1 to 1 relationship
2010 – 2013: Cloud technology begins to make an entrance across MT, Linguistic technology and Business Process technology – 1 to many relationship
TECHNOLOGY INNOVATION ACCELERATES
CURRENT STATE OF THE WORLD
• 2010 – 2013: Cloud technology is making an entrance across MT, Linguistic technology and Business Process technology.
• Agile methodology allows innovation to increase exponentially.
• Consumerization of Business Applications• Providers optimize for speed, transparency
and accountability. • Trust is gained throughout the global
supply chain.
RETURN ON INVESTMENT?
• What are you measuring – global
revenue, project cycle times?
• What’s your benchmark and goal?
• How is your translation process
improving?
• Where’s the data?
BENEFITS OF CLOUD COMPUTING
• Anywhere, anytime, on any device
• Near zero implementation cost
• Near zero IT involvement
• Multi-tenant benefits
• Instant provisioning
• Low TCO
THE HUMAN FACTOR
INTEGRATION AND AUTOMATION
• AUTOMATE!
• Expose APIs to create a seamless flow of data
• Connect CMS, Source Control, etc.
• Let customer or 3rd party developers enhance your solution
CLOUD INNOVATION CONTINUES Ei-Mang Wu, Senior Global Product Manager
Marketo is a leading
cloud-based marketing
software platform.
About Marketo: Marketing Software. Easy, Powerful, Complete.Marketo uniquely provides an easy-to-use, powerful and complete marketing software platform that propels fast-growing small companies and global enterprises alike. Known for providing breakthrough innovation and fuelling growth, in both 2011 and 2012 Marketo received the CRM Market Leaders Awards Winner for Marketing Solutions by CRM Magazine.
WHY. HOW. WHAT.Question and answer with Michael and Ei-Mang Wu.
WHY IS MARKETO GLOBAL?
HOW HAS MARKETO GONE GLOBAL?
WHAT WAS MARKETO’S APPROACH TO GLOBALIZATION?
WHAT WILL THE GLOBAL VISION FOR MARKETO LOOK LIKE?
WHAT ARE YOUR BIGGEST CHALLENGES FOR GLOBALIZIATION?
HOW DID TECHNOLOGY HELP SOLVE YOUR PROBLEM?
WHAT HAVE YOU LEARNED IN THIS PROCESS?
PREVIOUSLY, THE EXPERIENCE WAS ALL IN
ENGLISHLive Demo
Definitive Guides & other Resources
Webinars
Lead NurturingEvents
Sales Decks
Datasheets
Web
FUTURE PROSPECT EXPERIENCE
Live DemoDefinitive Guides &
other Resources
Webinars
Lead Nurturing
EventsSales Decks
Datasheets
Web
THE FUTURE
• 2013 – 2030: Companies will begin to truly utilize technology that delivers ROI “now”, not in 5 years – love the Cloud philosophy! The world will continue to evolve and companies will continue to bring innovative strategy and technology to market.
Here is a glimpse into the not so distant future: • There will be zero communication barriers, regardless of language.
– My 3 year-old will be connecting with China, speaking English, while they are speaking Chinese.
• Global citizens anywhere in the world will be able to have access to the same literature, books and texts – in any language, from any device, anytime.
MASSIVE OPPORTUNITIES
• Global Collaboration and Communication will solve the world’s biggest challenges:
– Cancer will be solved by a cross collaboration between countries– Dimension/Alzheimer’s will be solved by global research– AIDs/HIV will be solved by improved education and communication– Stem cell research will be improved dramatically by cross regional teams– Hunger and the right to fresh water will be solved by better education– Dare I say, World Peace will be solved by improved
communication/collaboration
(Translation+Technology)*Innovation = Human ROI
The real question is…
Will you be an impediment to innovation? OR
Will you to help promote innovation and invest your effort to change the world?
