GIM Strategy #5: Automate Translations Communicate like you ve never communicated before

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1 GIM Strategy #5: Automate Translations Communicate like you ve never communicated before Sophie Hurst Director, Product Marketing SDL GIM Webinar Series:

2 Facts about Automated Translation CNH saved over $15m through applying automated translation Chrysler reduced costs by over 35% using automated translation at the same time as driving up consistency Best Western reduced the delivery time of multilingual content from 24 months estimate to 8 months RS Components reduced time-to-market by 35% and costs by 27%

3 Agenda About SDL Market trends Different uses and types of automated translation SDL Automated Translation Solutions

4 SDL Recognized Leader in Global Information Management Publicly traded company with $250m annual revenues Over 2000 employees in 50 offices across 32 countries sdl.com sdltridion.com sdltrisoft.com Award-winning and profitable with long term financial stability 80%+ of the global translation supply chain use SDL software 500+ deployments of enterprise technologies lspzone.com translationzone.com click2translate.com freetranslation.com

5 41 of the 50 Top Global Brands* *Source: Interbrand, 2008

6 Reaching Global Customers

7 End-to-end Process for Global Information Management Global Terminology Content Translation Translation Automated Authoring Management Management Memory Management Translation Writing high-quality source content and preparing for translation Storing key brand terminology in one central location for all to access Storing and managing content in a location where it can be accessed and reused Product Content Web Content A database of everything that has been written and translated before and can be reused Managing the process of delivering multilingual content, centralizing translation memories and sharing with translators Central Store of Multilingual Content Providing an instant translation from a machine. Either to give an understanding of the meaning or combine with people for high-quality output SDL GIM Platform Access to central assets for global content SDL Services

8 Market Trends

9 Challenges in Global Business Large volumes of content incurring high translation costs Documentation, technical guides, web content, support content etc Pressure to release products and information quickly Traditional methods of translation can take too long, delaying revenue opportunities and impacting support capabilities Increasing drive to reduce translation costs How to cut costs and do more with less Distributed workforces increase communication challenges Trends mean people speak different languages, introducing internal and external communication challenges

10 MT Survey Key Findings Background Over 385 business professionals took part Conducted by SDL, IAMT and AMTA Respondents included Cisco, Dell, HP, Motorola, Oracle, Panasonic, Philips and Vodafone 71% of respondents were of managerial level and above Sales and marketing, technical documentation, localization, IT and engineering Results across Europe and the US were very similar 40% increase in the number of companies that would now consider automated translation, compared with two years ago Nearly a quarter of respondents are either using or plan to use automated translation

11 Planned Use of Automated Translation Have you considered using automated translation for your business? % Yes, we are using it Yes, we have thought about it but are not using it Yes and we have plans to implement automated translation No, we do not consider it appropriate No, we have concerns about the quality of content No, we are not familiar with automated translation Nearly a quarter of respondents are either using or plan to use automated translation

12 Market Trends How likely are you to use automated translation now, compared to two years ago? % More likely to use it now than two years ago The same - still would consider it The same - still would not consider it Less likely than two years ago In the last two years views towards automated translation have changed businesses are now more likely to use it

13 Gartner and Machine Translation Gartner hype cycle shows MT has moved along and will be main stream adoption in over 2 years time

14 Uses and Types of Automated Translation

15 Different Uses of Automated Translation High-quality translation for top 20% Fully automated useful translation for remaining 80% ( gisting )

16 Different Types of Systems RBMT system Language rules are coded in the MT engine for each language direction Engine uses language dictionaries - source word/term, translation and grammar Core dictionary for basic operation common usage words and customization to specific terminology for customers SMT system Learns how to translate by analysing large amounts of data = Training Starting point is an aligned corpus (e.g. TM), 20 to 30 million words System is trained with this data base line language direction Customization is by training with aligned corpus of customer data, 1 to 5 million words

17 Uses in Different Scenarios Content is Created Multilingual Content Support Content Social Media Digital Content Technical Docs Frequently Read Support Websites Pass through Translation Management System Apply appropriate type of automated translation SMT or RBMT SMT for Gisting Rules-based + Poste Editing High Quality

18 Every Case is Different What if you don t have enough corpus for training the system, but you only want gisted content? What if you decide you want to go for automated translation plus post editing but there are not the right languages through that system? You may want to do gisting, but have concerns about accuracy and need specific terminology to be correct?

19 Communicate Like You ve Never Communicated Before

20 SDL Automated Translation Solutions open up new communications opportunities between people who speak different languages. They enable instant translation of content held within chat, , documents, presentations and the web Through tight integration with existing translation processes and the translation supply chain, they provide rapid and highly cost-effective solutions for both gisted and high-quality translations.

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22 Internal - External Improve internal and external communications and translate content that might never have been translated before at less cost and in less time Integration within Word PowerPoint Excel Chat tools Copy and paste content from clipboard Intranets for internal information Websites for support or other content Freetranslation.com for the consumer

23 Integrated Integrate with Global Information Management, leveraging your existing translation assets and integrating with your translation supply chain Integrates with SDL Trados Studio translation memory and SDL Translation Management System Apply both translation memory and automated translation to improve output quality Apply linguistic and terminology rules to source content to ensure content is prepared for automated translation

24 Flexible Provide both gist and high-quality translations on content depending on the requirements of different types of content Use it for gisting purposes to provide an idea of the meaning of content and/or combine it with human skills to provide high-quality content SDL Knowledge-based Translation System has been combining automated translation with human skills for the past 4 years, providing high-quality content Your translators will be able to test the translation memory functionality within the new release of SDL Trados

25 Total Language Pairs WESTERN EUROPEAN Danish English Dutch English French Arabic French English French German French Spanish German English German French German Spanish Greek English Italian English Italian Spanish Norwegian English Portuguese English Spanish Arabic Spanish English Spanish French Swedish English English Finnish English Danish EASTERN EUROPEAN Polish English Romanian English Russian English Serbian English Turkish English MIDDLE EASTERN & AFRICAN Arabic English Arabic French Arabic Spanish Hausa English Hebrew English Persian English Somali English Urdu English ASIAN Hindi English Japanese English Korean English Simp. Chinese English Thai English Trad. Chinese English Bulgarian English Czech English Hungarian English *Total Language Pairs Including Language Weaver Languages

26 Case Study: Customer Experience Profile The world's largest manufacturer of agricultural equipment Revenues: $18 billion Dealers: 11,400 Countries: 160+ Executive Mandate Drive up self-service levels for dealer support Drive down cost and time to localize technical support knowledge Translate over 2 million words into 6 languages Integrate with Knova Service Resolution Management solution Results Dealer success rate with self-service increased from less than 20% to over 80% Up to three-fold increase in global content throughput GIM costs reduced by 40% Integrated system for translation of different types of support content Through our partnership with SDL, we provide support to our global dealers at 40% lower costs with significantly faster turnaround times. This provides solutions to their technical issues every hour of every day of the year, whilst significantly reducing the workload on support centres. Joe Pstrak, Director of Dealer e-business Services

27 Summary Reach global markets faster Translate content that might never have been translated before and serve new markets with content in their own language Be more competitive by speaking the language of your customer Provide multilingual content like never before Improve productivity among employees Help people understand information and do their job better

28 Why SDL for Automated Translation? Expertise over the last 5 years of applying automated translation in many business environments Has done research and testing into the different types of engines and so can provide guidance Employs the largest groups of post editors and computational linguists Sees automated translation as a future trend and understands the importance of integration in: Translation memory (SDL Trados Studio) Workflow environments (SDL Translation Management System) Content creation (SDL Global Authoring Management System) With other providers (eg Language Weaver)

29 Questions? Questions? To ask a question, use the Q&A panel in the right hand corner of your screen.

30 Learn More! Download the GIM Webinar Series recordings: Register for an upcoming GIM Conference: New York City September 23 Chicago October 7 London October 15 Boston November 4 Copenhagen November 26 More information on SDL Automated Translation Solutions, to download a research paper or view a demo: