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The Multilingual Web Where Are We? Next Generation Localisation - - PowerPoint PPT Presentation
The Multilingual Web Where Are We? Next Generation Localisation - - PowerPoint PPT Presentation
The Multilingual Web Where Are We? Next Generation Localisation Josef van Genabith, CNGL & NCLT, DCU Next Generation Localisation The Centre for Next Generation Localisation What is Localisation? Mega-Trends in Localisation/Web Where
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The Centre for Next Generation Localisation
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What is Localisation?
industrial process of adapting digital content to culture, locale and linguistic environment at high quality, speed, volume and low cost key enabling, value adding, multiplier component of global manufacturing, services, software and content distribution industry drives products into global markets social, cultural and political dimension: digital divide
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Global Mega-Trends in Localisation
Volume:
corporate web content > user-generated content > social media.
Access:
desktop web > mobile web (in less than 5 years).
Personalisation:
context > task > user.
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The Localisation Cube: Challenges
Personalisation Volume Access
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Where we are: Traditional Enterprise Localisation
Volume Access Personalisation
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Next Generation Localisation
Personalisation Volume Access
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Next Generation Localisation
Personalisation Volume Access
Vision: to enable people to interact with content, products and services in their
- wn language, culture, and according to
their own personal needs Mission: technology that allows us to address each point in space at configurable speed and quality
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Volume: User (Customer) Generated Content
Source: Greg Oxton
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Volume: Growth in Customer Self-Service Content
According to the Consortium for Service Innovation:
For every 10,000 calls to Customer Service, An additional 100,000 customers self-serve on corporate web site. PLUS an additional 300,000 customers self-serve within external customer forums.
…Only 2.4% of customer queries come to support centre.
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Implications of Growth in User Content
Customer Experience, Customer Loyalty are now the key differentiators, not “just” products, features. How do you ensure consistent customer experience globally, and within external communities and with external content?
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A vision of Next Generation Localisation Supporting the Global Customer Promoting Multilingual Society
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Trends: Volume, Access, Personalisation
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Next Generation Localisation
Volume
Simship Product Content Dynamic Localisation of User Generated Content Translating Global Conversation of the Web
Access
Desktop Tools Web-based Tools and Applications Multimodal, Mobile Apps
Personalisation
One Size Fits All Personalise to User Personalise to Context
Volume Access Personalisation
Bulk Localisation Workflow Demos Personalised Multilingual Customer Care Demos Personalised Multilingual Social Network Demos
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System Service Architecture
A Cohesive Storyline
Accelerate Innovation New Applications Add User Value Reduce Costs
- Open Service Integration
- Open Meta-data
- MyIsle AppStore
- Mobile Apps
- Social Networking Apps
- Community Support
- Personalised
- Multilingual IR
- Multi-modal: Text+Speech
- Machine Translation
- Text Analytics
- Workflow improvement
- Crowdsourcing
Bulk Localisation Workflow
Personalised Multilingual Customer Care Personalised Multilingual Social Networking
Next Generation Localisation Factory
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A Holistic View:
Content Generation Content Transformation Content Delivery
Design for Internationalisation Standards Meta-data Training data Automation Interoperability Integration with Human translation and evaluation Personalisation Delivery platform
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A Model Architecture to Manage Complexity
D1 D2 D3
SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8 SS9
- Components framework
- Data/software
- Reusable
- Standards
- Plug&play
- Flexible adaptive workflows
connecting components
- One the fly ..
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Next Generation Localisation
A BIG picture Much too big for one player Needs massive concerted effort NOT JUST engineering MUCH BASIC research !!! Only for the big players? NO Components architecture + flexible workflows = strong support for SMEs etc.
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