Solving the Global Communication Challenge

Presented by Lionbridge & IBM

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September 2010
Introductions
Kevin Perry
Vice President of Real Time Translation Technology
Kevin.Perry@lionbridge.com
• 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.

Salim Roukos
Sr. Manager, Multilingual NLP Technologies &
CTO, Translation Technologies IBM T.J. Watson Research
roukos@us.ibm.com
• 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.

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

Global Scale Market Leadership

4,200 employees 26 countries Leader in $14B services industry
•1,900 offshore employees • Translation and adaptation of products
• 85,000+ third party, mobile and at home and content for international markets
workers

Cloud Technology Platform Loyal, Global Clients

‘Crowd-in-the-Cloud’ Recurring relationships with
• Industry leading technology 500+ global clients
• Drives efficiency • 80% of revenue comes from recurring clients
• Improves productivity • 12 of the Fortune 20 companies are client

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 IBM Research Snapshot
Leading the Charge in Real-Time Translation
NISC acquisition –
GALE IOD
operational with HLT solutions for
DARPA TRANSTAC- to
1st enterprise LMT 15 engines Intelligence
Began work on develop S2S on laptop
Linguistic Machine product - WebSphere community
& handheld n.Fluent launched
Translation (LMT) Translation Server.
based on slot in IBM with 11
Supported 5 languages DARPA GALE - to
grammars SMT language STST on
develop SMT for both pairs Android for
written and spoken
Arabic and Chinese DARPA
MASTOR project TRANSTAC
Participated in started with DARPA Humanitarian
funding MASTOR FOAK donation of STST to
LMT-based
international 1st customer SMT with DHS (MSA- US DoD to support Delivered QRC
cooperation on solution (Arabic- Chinese border communication in for 160 STST
MT English) patrol) units to
Iraq
Sequoyah

1984 1990 1994 2001 2003 2005 2007 2009

1988 2000 2002 2004 2006 2008 2010

DARPA CAST- IBM leads GALE

prototype S2S on Rosetta Consortium IBM ranked top Lionbridge to
to define SMT by NIST for commercialize
laptop & handheld standards & tools GALE IOD Arabic-English
Pioneered DARPA TIDES - to SMT RTTS in SaaS
effort in develop SMT for 1st S2S translator operational with
7 engines offering
SMT Arabic and Chinese (MASTOR) on Delivered
Released V2 handheld device RTTS initiative - donation of 1000 IBM eSupport
WTS – Rules based WebSphere Innovation Jam 2006 STST units and web site
Translation Server
SMT – Text-to-Text Added 4 langs 10000 SW licenses launched with
MASTOR – Speech-to-Speech 1st commercial RTTS translation
RTTS – UIMA platform deployment of TALES
(Arabic-English)
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Global Megatrends Shaping How We Live
Ubiquity, 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

Immediacy The world has transitioned from

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

Real-Time
On Demand
High IM/Chat
Knowledge Base
Continuous Blog/Community
Updates
Date-Specific
Online Ads
Frequent
Solution
Content Drops
Efficiency
Demands Marketing Material
Single Event
Efforts
Episodic Product

Low

1/Month Marketable Shelf Life 1/Second

of Content
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 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.

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

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The Good Enough Revolution
Products 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

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99% of Enterprise Content Remains Untranslated Today*

• Products
Mission Critical Applications
• Marketing Material Outsourced to professional
Enterprise
• Branded Websites language providers
“Just in Case”
Applications “Just in Case”

Enterprise
Enterprise Real-Time Just in Time Not currently translated today
Multilingual Applications too expensive and time consuming to
Communication Opportunity translate using traditional language
• Instant support and FAQs service providers.
• User generated content
• Knowledge bases

Free “gisting”
Consumer desktop and browser based applications
MT on the Web

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

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Unlocking Knowledge & Fostering Collaboration
within the Global Enterprise
Real Time Translation
Automated Translation for Instantaneous Multilingual Communication

 A “translate now” real time communication

widget for enterprise content that is not
currently translated
 Combines IBM’s advanced MT engine, RTTS,
with Lionbridge’s deep customization
capabilities and global development scale
 SaaS model eliminates cost and deployment
barriers
 Customization removes the quality barrier of
free-ware

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

 35 year history of investment and development via the TJ

Watson Research Center
 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
 Refined through crowdsourcing model
• n.Fluent application is “tuned” using input from 400,000
IBMers in 170 countries

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

*Very light customization

83%

48%
40%
32%

Google IBM v1 IBM v2 IBM &

Lionbridge v3
ESTIMATE

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

Automated Machine Translation Human-Based Translation

“speed and efficiency” “quality”

Real-time language assets

TM 3
TM 2 TM 4

TM 1 TM 5
Centralized
Glossary

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Delivering Real-Time Value
Revenue, Loyalty, Time to Market and Cost

Revenue Uplift Customer Loyalty

Immediate Revenue growth for Increase customer stickiness by
Companies by enabling new offering localized content
markets

Cost Avoidance Time to Market

Reduce support and help desk Significantly accelerating the time
investments required to cover to market in new deployments
global footprint
Revenue Uplift

Immediate Revenue growth for Companies by enabling new markets

 Research shows that eCommerce

customers are two times more
Revenue Uplift Customer Loyalty likely to complete an online
transaction if engaged in a native
language
Cost Avoidance Time to Market

 Organizations are seeing 5 – 10%

revenue uplift with local
language versions of their online
properties

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Customer Loyalty

Increase Customer stickiness by offering localized content

 Global customers can now

interact (access content,
Revenue Uplift Customer Loyalty
contribute content) and
“engage” in enterprises’ social
Cost Avoidance Time to Market medial and customer support
efforts in native languages

 Customer retention and loyalty

grows over 10 – 15% if serviced
in local languages

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Cost Avoidance

Reduced support and help desk investments required

to cover global footprint

 Order of magnitude cheaper than

manual translation alternatives
Revenue Uplift Customer Loyalty
available today
 Consolidation opportunities exist
Cost Avoidance Time to Market 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
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Time to Market

Significantly accelerating the time to market in new deployments

 Customized real-time automated

translation significantly reduces
business process cycle of
Revenue Uplift Customer Loyalty
• Planning
• Producing
Cost Avoidance Time to Market
• Translating content
• Staging and engaging with
customers, partners and
suppliers
 Organizations are reducing cycle
times by 30-40%

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Enabling Real Time Multilingual Communication
One Click Mobility, Ubiquity and Immediacy Anywhere in the World!

 Content will Continue to grow exponentially

and “good enough” is the new norm
 Vast amount of content require affordable and
scalable solutions
 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

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Knowledge Center

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

View Webinars On-Demand

• The Art and Science of Global Navigation

• The Best Global Web Sites (and Why)
• Mastering Multilingual Marketing

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Thank You!

Kevin Perry
Kevin.Perry@lionbridge.com

Salim Roukos
roukos@us.ibm.com

Lionbridge
www.lionbridge.com
http://blog.lionbridge.com
http://twitter.com/Lionbridge
http://www.facebook.com/L10nbridge

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