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Why MT Matters
1.
Why Machine Translation
Matters Trends & Best Practices Kirti Vashee – kirti.vashee@asiaonline.net http://www.twitter.com/kvashee http://kv-emptypages.blogspot.com Copyright © 2009, Asia Online Pte Ltd
2.
A Content Explosion
Across The Globe The Emergence of Social Media and Social Networking as Business Drivers and Influencers New Open Innovation & Collaboration Business Models The Increasing Importance of Technology & Automation A Rising Asian Market Changing Global Enterprise Priorities Copyright © 2009, Asia Online Pte Ltd
3.
More information was
created in 2005 than in the previous 40,000 years ! Total Exabytes of Information 40,000 35,000 30,000 25,000 20,000 15,000 2009 = 800 Million Petabytes 10,000 1 PB = 1,000,000 GB 5,000 0 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Copyright © 2009, Asia Online Pte Ltd Source: IDC Digital Universe Study, May 2010
4.
More content will
be translated than ever before By 2012, Enterprises will be processing and managing 15 times more data than in 2007. Each year the amount of information created in the enterprise, paper and digital combined, grows faster than 65%. IDC In 2012,there will be 5X as many bits created and added to the Digital Universe as in 2008. The Digital Universe will double every 12 to 18 months Copyright © 2009, Asia Online Pte Ltd
5.
The Impact of
User Generated Content 70% of Digital Universe is UGC User Creation; Enterprise Worries • Growing influence of social networking and social media • Users share opinions about Enterprise products, services and User Generated companies Content Touch Content • Users trust other user opinions Consumers and more than they trust corporate Overlap Transported, Workers Creating, marketing messages ~ 600 Hosted, Managed Capturing or Exabytes or Secured • Word of Mouth Marketing Replicating Personal (WOMM) is now an important Information element of marketing strategy • Huge impact on buying behavior ~900 Exabytes ~960 Exabytes • Twitter as Customer Support • Dynamic and Uncontrolled Size of Digital Universe in 2010 – 1,200 Exabytes Copyright © 2009, Asia Online Pte Ltd
6.
As these conversations
become increasingly independent of these sites, falling traffic will render them ineffective in their current form. Instead, the online presence of each brand will necessarily expand out into the social space to stay in touch with their audience. Simon Mainwaring Copyright © 2009, Asia Online Pte Ltd
7.
10X
30X Customer X Exceptions Communities Assisted Self-Service Support Center Web Portal User Initiated Groups Knowledge Base Community Conversations Development/ Product Engineering Management Copyright © 2009, Asia Online Pte Ltd Source: Consortium for Service Innovation
8.
Jul-Sep 07
Jul-Sep 08 Apr-Jun 09 FY08Q2 FY09Q2 FY10Q1 2% 2% 3% 5% 27% 37% 60% 93% 71% 2,895,302 Customer interactions 6,609,817 Customer interactions 8,002,883 Customer interactions Community activity Cisco Hewlett-Packard Microsoft Oracle Self-service activity Symantec Yahoo! Dell Apple Intuit Assisted – new case activity Mentor Graphics Novell VeriSign RIM Alcatel BMC Deutsche Bank Copyright © 2009, Asia Online Pte Ltd Introduction Source: Consortium for Service Innovation
9.
Customer
Corporate Investment Interactions and focus Direct Support 95% 1-3% Activity Assisted Support Activity 10,000 @ $250/case 5-9% Self-Service Support Activity 100,000 @ $10/exception Community Support 90-95% of 300,000 @ $1/exception? Activity Indirect Support Copyright © 2009, Asia Online Pte Ltd Source: Consortium for Service Innovation
10.
Evolution from the
G7 to the G20 World Fast growing Asian economies and BRICI offer the fastest growing global market opportunities and could reduce and supersede FIGS dominance in future Top Ten Languages (by users) in the Internet • McKinsey : 700+ Million New Asian Users will English 478 come online over next 5 years and represent Chinese 384 $80B+ market for infrastructure & commerce Spanish 137 • China 770M, India 350M Users in 5 years ! Japanese 96 French 79 • Fastest growing languages on the Internet: ZH, Portuguese 73 AR, RU, HI, ID, BrPt, MY, PH & Indic languages German 65 • BCG: BRICI will have 1.2+ Billion Online by 2015 Arabic 50 Russia 45 • Cisco Study: Most growth in the Internet-related Korean 37 market will occur outside of today's high income, All the Rest 290 or "advanced," economies Millions of Users 0 50 100 150 200 250 300 350 400 450 500 • Fastest growing digital consumer populations will be in Asia and Brazil 42% of all Internet users in 2009 were Asian. Forecast to grow to nearly 60% by 2015 LabBrand: China is the biggest luxury market opportunity in a generation McKinsey: China is on track to pass the United States as the home of the world’s largest R&D workforce Copyright © 2009, Asia Online Pte Ltd
11.
Global enterprises
face a content deluge with dynamic content coming from both internal and external sources High volumes of content expected to be translated increasingly faster and faster Customers increasingly in control of marketing and brand messages A shift from corporate messaging to customer conversations and authentic communications More Content, Faster Turnaround Times, Lower Cost Copyright © 2009, Asia Online Pte Ltd
12.
Now, more than
at any other time in history, speed and agility are decisive competitive advantages... David Meerman Scott In revolution, the best of the new is incompatible with the best of the old. It’s about doing things a whole new way… Copyright © 2009, Asia Online Pte Ltd Clay Shirky
13.
What We
Translate – More Dynamic Real-Time Content Why We translate – From Mandatory to Increase and Expand Communication with Customers How We Translate – More Automation, MT and Open Collaboration Models Highly Personalized Content to Customers when they need it in a variety of digital forms More Content, Continuous, Faster Turnaround, Cheaper Project Based TEP Continuous Streams Copyright © 2009, Asia Online Pte Ltd
14.
Low Volume, Static
Content Corp Project Management Product Cost Minimization Product Packaging Sheets TEP Production Modes Basic Marketing Web / User Focus on Formatting Interface (GUI) Basic Web Content User Documentation The Target Customer Localization Departments, Marketing Support Production Model TEP (Translate > Edit > Proof) Key Technologies Translation Memory, TMS, Email Trados, déjà vu, Wordfast, TMS, Idiom, MS Office Key Objectives SimShip, Customer Quality Acceptance, Formatting Content Volatility Relatively Static, Linked to Product Updates Integration with Customer Little if ever (CMS) Systems Copyright © 2009, Asia Online Pte Ltd
15.
• Static Reference
• Real Time Search & Find • Human Filtered Material Mode Information • Long Shelf Life • Information acquired as • Expert Identification • Just In Case needed • Trust agent based • Mandatory and • Comprehensive & information gathering necessary dynamic knowledge base • Continuously flowing and • Information flow from • Continuously Updated changing company to consumer Copyright © 2009, Asia Online Pte Ltd
16.
Interactive
Support: EMAIL Knowledge Base Data Instant Messaging User Manuals Voice User Generated Support Content Blogs Documentation • Web 2.0 is much more interactive and dynamic • Unstructured content in blogs, social networks is critical • Community engagement and collaboration is key Dynamic & Continuously Flowing Content Copyright © 2009, Asia Online Pte Ltd
17.
Copyright © 2009,
Asia Online Pte Ltd
18.
Human
Example Words Corporate Brochures 2,000 Corporate Product Brochures 10,000 Products User Interface Software Products 50,000 User Documentation Manuals / Online Help 200,000 Existing Focus New Markets HR / Training / Reports 500,000 Enterprise Information Communications Email / IM 10,000,000 Support / Knowledge Base Call Center / Help Desk 20,000,000+ User Generated Content Blogs / Reviews 50,000,000+ Machine Problem: Only 0.5% of what needs to be translated today is being translated due to cost and time constraints. TEP process slow and expensive. Solution: Machine translation offers a potential boost that could produce “good enough” quality for many applications. Copyright © 2009, Asia Online Pte Ltd
19.
General Purpose
Customized • Goal is to get a general • Goal is to produce near-human understanding quality • Generic systems that are built from • Tuned for the language style and public domain data domain of a single customer • Basic quality translation but intended • Built with customer data for wide applicability • Much higher accuracy and • Focus = Broad but shallow translation quality • Google, Babelfish, MSN Live and • Focus = Narrow but deep other free sites • Optimized for a specific customer • Quality is only for gisting and general defined domain understanding • Matched to a specific purpose • One size fits all • Quality can be publication ready • Loss of ownership • Secure data, private system • Privacy • No volume limits • Limits to volume • Complete Control and Openness • Black Box Copyright © 2009, Asia Online Pte Ltd
20.
Data Preparation
Data Cleaning Translate Training Combined Data Collections Diagnostic & Fine Tuning Language Pair Foundation Data Quality Assurance Domain Foundation Data Original Translation Sources Client Custom Domain Data • Near-human quality translation quality is possible by combining : • Asia Online’s Language Pair Foundation Data (516 language pairs to choose from) • Domain Foundation Data (15 domains per language pair) with data from the client Copyright © 2009, Asia Online Pte Ltd
21.
Key
Human Feedback Correct Targeted Corrections Mistranslation of Bad Learning Syntax/Grammar Terminology Spelling and Correct Spelling Terminology Punctuation Correct Initial System Correct Correct Human Feedback can raise the raw output to previously unseen quality levels Copyright © 2009, Asia Online Pte Ltd
22.
Linguistic Steering
Pattern Identification, Corpus Analysis, Linguistic Problem Solver, Quality Assessment, Linguistic Asset Development and Test & Tuning Set Development MT-Savvy Translators & Editors Rapid Error Identification / Correction Manufacture Corrective Data and Drive Early Development of MT Engines Less Skilled Editors to Correct Target Language Content Can be Monolingual, Students, Housewives Monolingual Data Cleanup N-gram Resolution and Preparation Copyright © 2009, Asia Online Pte Ltd
23.
Corpus Analysis
& Preparation Pattern Identification Linguistic Structural Analysis Linguistic Problem Solving Linguistic Production Process Management Translation & MT Engine Quality Assessment Rapid Quality Assessment Effective Use and Development of Automated Measurements Steering Guidance to MT Developers Rapid Error Detection & Correction Open minded translators Better translator workbenches and tools Skilled monolinguals with subject matter expertise (SME) Community Management Recruiting Quality Management Copyright © 2009, Asia Online Pte Ltd
24.
Initial System
put into production Changes are collected and Trained Internal Experts added to initial corpus to drive begin initial clean up and continuous retraining correction process All users allowed to suggest Expert Users also changes which goes through allowed to make vetting process changes Publication Quality Target Post-editing effort and cost can be managed by Quality Post Editing Effort improving the quality and performance of the MT engine via corrective linguistic feedback Raw MT Quality 1 2 3 4 5 6 Engine Learning Iteration Copyright © 2009, Asia Online Pte Ltd
25.
Sales / Marketing
Blogs Product CRM Management Biz Intelligence TMS Content ECM Management BPM CRM Customer Email Support IM The Global Customer Continuous Improvement SMT Hybrid Engines • Continuous Evolution Translation Systems • Integration with content creation and content management tools • Better standards to facilitate flow and data interchange • Tighter integration into corporate business systems Copyright © 2009, Asia Online Pte Ltd
26.
Content Type
Target Quality Process Volumes Legal, Marketing, High Human Translation, Low Mandatory TEP Reference, KB Moderate Custom MT + High Professional Post- Editing User Generated Moderate to Low Custom MT + Very High Content Community Post- Editing Random Corporate Low - Gisting Custom Corporate High Content MT Random Web Low - Gisting Free MT 150 Billion Words in Content Google Translate in 2010 Match the production process to the value, volume and quality configuration of the content Copyright © 2009, Asia Online Pte Ltd
27.
Internal
• Product Training Materials Prioritize for Translation Process • Manuals & Documentation Corporate • Design & Research Develop Linguistic Profiles of Key Content • Sales & Marketing Content • Emails & Website • Training Materials Build and Leverage Linguistic Assets for External Partner • Customer Feedback Translation Production Lines & Customer • Customer Care & Support Different Target Quality: TEP, MT+ Post Editing, • Customer Blogs & Forums Custom MT, Raw Corporate Baseline MT Content • Social Network Content Customize MT Engine Communicate Translate & Simplify & Clean Refine MT Engine Listen & Learn Distribute & Share Post-Edit and Analyze Source Correct Copyright © 2009, Asia Online Pte Ltd
28.
Revolutionize the Internet
Revolutionize the enterprise experience for non-English translation process with a speakers in Asia comprehensive, continuous learning SMT platform Provide 1 billion+ local-language pages online SaaS environment that allows data cleaning using mostly translated open license content, and preparation, develop SMT engines on combined with compelling portal and social demand and enable ongoing comprehensive networking style services in Thailand, post editing and correction to continuously Indonesia, India, Malaysia, Philippines, improve engines Vietnam and China, Japan & Korea The Consumer Market The Enterprise Market SE Asian Languages PFIGS -CJK Large Corporate Buyer & Translation Tools Vendor Publisher Perspective Perspective Copyright © 2009, Asia Online Pte Ltd
29.
6,000
Finland Key Size of circle reflects relative amount of Denmark Asia Japan Sweden Europe annual R&D 5,000 Americas spending by country Scientists & Engineers per Million People noted. Norway Others USA Canada Taiwan Singapore 4,000 Australia Switzerland Russia Belgium Germany 3,000 Korea Ireland Austria France Spain Netherlands United Kingdom 2,000 Portugal Hungary Poland Italy Israel South Africa 1,000 Turkey Malaysia China Mexico Brazil Thailand India 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 R&D as a Percentage of GDP Source: R&D Magazine (Reed), Battelle, World Bank, OECD, K4D, UNESCO, Strat-etech Consulting Copyright © 2009, Asia Online Pte Ltd
30.
English Mock-up
of Thai Wikipedia project that was launched in January 2011 with funding support by Thai Ministry of ICT Is already the 4th busiest site in Thailand and should be the top site by the end of the year Copyright © 2009, Asia Online Pte Ltd
31.
Copyright © 2009,
Asia Online Pte Ltd
32.
Copyright © 2009,
Asia Online Pte Ltd
33.
Copyright © 2009,
Asia Online Pte Ltd
34.
Copyright © 2009,
Asia Online Pte Ltd
35.
• What content
has the greatest value for our target audience? • How do we get it translated quickly, at the highest quality possible at the lowest cost possible? • How do we build infrastructure that enables emerging new content to be quickly translated as needed? • From localization projects to flowing streams of high value customer related content Copyright © 2009, Asia Online Pte Ltd
36.
www.kv-emptypages.blogspot.com
Grazie per l’attenzione Kirti Vashee – kirti.vashee@asiaonline.net Follow Me on Twitter: @kvashee Join the Automated Language Translation Group in LinkedIn Copyright © 2009, Asia Online Pte Ltd