Posts

Welocalize to Present at 18th European Association for Machine Translation Conference

Frederick, Maryland – May 7, 2015 – Welocalize, global leader in innovative translation and localization solutions, will share industry insight and expertise at the 18th Annual Conference of the European Association for Machine Translation (EAMT) taking place in Antalya, Turkey, May 11-13, 2015, at the WOW Topkapi Palace.

“I am very excited to be taking part as an invited speaker at this year’s EAMT 2015 Conference in Turkey,” said Olga Beregovaya, VP of language tools and automation at Welocalize. “EAMT is an important international conference for the MT community. It is where experts, thought leaders and users of machine translation can meet and share research, findings and new tools to help their language technology strategy.”

Featured Welocalize presentations at the 18th Annual Conference of the European Association for Machine Translation:

  • Welocalize VP of Language Tools and Automation, Olga Beregovaya will deliver her keynote, “What We Want, What We Need, What We Absolutely Can’t Do Without – An Enterprise User’s Perspective on Machine Translation Technology and Stuff Around It” at 9:30 – 10:00am on Tuesday, May 12.
  • Olga Beregovaya along with Welocalize Senior Computational Linguist Dave Landan will be presenting “Streamlining Translation Workflows with Welocalize StyleScorer” as part of the poster project and product description session on Tuesday, May 12.

For more information about the EAMT 2015 conference, visit http://www.eamt2015.org.

About Welocalize – Welocalize, Inc., founded in 1997, offers innovative translation and localization solutions helping global brands to grow and reach audiences around the world in more than 157 languages. Our solutions include global localization management, translation, supply chain management, people sourcing, language services and automation tools including MT, testing and staffing solutions and enterprise translation management technologies. With over 600 employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Italy, Japan and China. www.welocalize.com

Localization Challenges for Content and Brand Marketers

The Three Hottest Topics from Brand2Global 2014 Conference

robert martinWelocalize Business Development Director, Robert Martin, recently attended the Brand2Global Conference in London. Brand2Global is an annual event for professionals who drive global marketing and are responsible for international market share and revenue. In this blog, Robert shares the three hottest topics discussed at the event.

This year’s Brand2Global conference was a great meeting place for global marketing professionals along with excellent presentations from some of the world’s leading brands. As a localization professional, this event helped me further understand some of the challenges faced by content marketers today. There were three common topics that cropped up regularly over the course of the two day event.

1) CONTENT VOLUME: The biggest topic discussed was the utter explosion of global content. There’s over 27 million pieces of business content shared each day and content marketing is emerging as a key driver to increasing sales revenue and expanding into global markets. With more volume, intensity and publishing channels to distribute content and gain sales revenue, extreme pressure is being put on the content creation chain and marketing teams to develop, amend and optimize content for all markets. Many of the presentations from leading marketers highlighted the fact that managing the creation and distribution of huge volumes of content is a challenge. Producing vast amounts of content every-day presents some serious considerations for global marketers:

  • Do we have the budget to pay for increasing content demands?
  • How do we manage content and marketing assets?
  • How will increasing volume of content affect the supply chain, not just for content creation but also for localization and translation?
  • What technology can I use to help me manage the content creation chain?
  • Am I using the right media and channels?
  • Is my brand correctly represented in global markets?

That’s quite a lot for today’s marketers to consider in their global content strategy. There was a great opening presentation from Anna Vihelmsson from Volvo Cars about using technology to easily plan the creation of global marketing assets. Volvo uses Brand Maker as a content communication platform between central office and the global sales organization with over 2000 retailers in over 100 countries. Using this technology has helped Volvo manage the creation of content assets and assure their consistency and correct use when selling the Volvo brand.

2) MANAGING A GLOBAL BRAND: From a localization perspective, one key question asked by marketers for global brands was how to find the right translators to localize their brand who have in-depth knowledge know of the brand, the product and the industry. For example, translating the Prada brand into German not only requires a native German translator, it also requires someone who is passionate about Prada and the high-end fashion industry.

When localizing high impact content, the translation and transcreation teams have to have the knowledge and requisite skills to accurately represent the brand content for local markets. They need brand evangelists. This is where translator forums and crowdsourcing came into the discussion, where big brands and their partner LSPs can attract brand evangelists to help develop local versions of their brand content. The role of the LSP itself has evolved. LSP’s must be part of the overall global content marketing team, acting as a consultant from the planning stage to make sure localization activities start upstream. It is then part of our job to harness these new methods of talent sourcing and manage them to ensure the appropriate levels of quality are met.

Today’s global brands are experiencing a shift in the way the brands are perceived. Now, consumers are telling companies what their brand stands for, not the other way round. New two-way communication channels like social media and UGC have further increased the power consumers. Global brands must listen and react to consumers, in the right language, and not just in the consumer market but also in B2B. Brands have to be able to successfully manipulate popular media to their advantage to add and not erode their brand equity. Ajit Sivadasan from Lenovo delivered an excellent presentation on how marketing is going through a dramatic transformation led by social and mobile marketing.

3) QUALITY: As more global content is produced, how do you define and measure quality? This is always a widely discussed subject in the localization and translation industry. Welocalize helps organizations address this by working with clients to consider the “return on content” (ROC). What impact does source and localized content have on the global brand? The impact of content will determine the quality. High impact content must be created and localized with 100% accuracy and true brand representation. Low impact content can have quality levels that are “good enough.”

What companies must be aware of is how the different types of content impact consumers. For example, do consumers prefer to have a website in their own language with minor errors or in the source language, with 100% linguistic accuracy? Websites tend to be high impact content, especially e-commerce sites; however, content like social media and UGC simply need a general understanding of what is being said is “good enough” from a language quality standpoint.

brand2global logoOne of the final presentations on day two of the conference was “The Rest of the World is Most of the World: Evolving Mindsets and Practices in Global Digital Media” delivered by Bruno Herrman from Nielsen Company. Bruno spoke about how the world’s demographics are changing and that includes the expectations of consumers. Tomorrow’s markets and consumers will be very different from todays. For some global digital media, many of today’s Internet generation expect to see content in English – largely thanks to YouTube. So marketers must also consider what not to translate.

To meet the international growth targets, global marketers must identify partners who can advise and consult on how best to create and localize their content. Welocalize works closely with many global content marketers on publishing the right content for local markets.

Robert

Robert.martin@welocalize.com Based in London, Robert Martin is Business Development Manager at Welocalize.

Read more Welocalize blogs on the subject of global content marketing:

BOOM! The Increasing Explosion of Global Content

Get Your Content Read More With These Five Tips

Five Tips for Publishing Global Content and Protecting Your Brand

Welocalize at tekom 2013: Lena Marg and Christian Zeh Talk Terminology Management and Crowdsourcing

Lena Marg and Christian Zeh at tekom

London-based Lena Marg is a Training Manager on the Language Tools Team at Welocalize. She delivered a joint presentation at the recent tekom and tcworld Annual Conference with her colleague, Christian Zeh, who is based in Germany and one of Welocalize’s Business Development Directors.  The tekom annual conference together with the tcworld and tekom fair, the largest global event and market place for technical communications, took place in Wiesbaden, Germany, November 6-8, 2013.

A recap by Lena Marg

Each day at tekom, visitors to the conference have a choice of nine different tracks with talks on a broad variety of technical communication topics plus an additional eight tracks of tutorials and workshops. This translates into a minimum of 57 presentations alone to choose from each day!

While the majority of presentations and workshops are presented in German to a predominantly German audience, Christian and I presented in English at one of tekom’s trend topic tracks, CHAT: Creation, Harmonization and Application of Terminology Resources.  The CHAT 2013 track brought together terminology practitioners, business stakeholders and researchers to discuss the latest advances in terminology.

The key topics addressed during the presentations and Q & A sessions were:

  • Bridging the gap between Termbases (TBs) and Translation Memories (TMs) in commercial use, in particular for what is obsolete, bad, not relevant or incorrect TB entries
  • Lack of awareness with companies on the IMPORTANCE of terminology work
  • What is a relevant Termbase entry
  • Automation of steps in the terminology maintenance cycle
  • Quality control
  • Engaging the crowd

When Christian and I delivered our Welocalize Teaminology™ presentation, the content struck the right chord based on the questions raised in the presentations.  Teaminology addresses every concern and challenge.  It offers simultaneous term and sentence searches in TM and TB, along with voting and reporting features for crowd engagement. And last but NOT least, it has always been developed with a strong focus on specific client requirements!

If you have questions regarding Teaminology, terminology management or termbases, please contact us!

Email: christian.zeh@welocalize.com and Email: lena.marg@welocalize.com

View Presentation: “Teaminology – a New Crowd Sourcing Application for Terminology Translation Governance”

Press release about the presentation and event is available here.

2013 TAUS Annual Conference: What the Industry Needs by TAUS Founder Jaap van der Meer

Jaap Founder of TAUSJaap van der Meer is a translation and localization industry pioneer. He is the founder and CEO of some of the largest global translation and localization service companies in the 1980’s and 1990’s. In 2005, he founded the Translation Automation User Society (TAUS). The 2013 TAUS annual conference recently took place in Portland, Oregon.

We asked Jaap to share his insights with us.

The one thing that sets TAUS events apart from other industry conferences is the genuine focus on what the [translation] industry NEEDS. Or as Alolita Sharma (Director of Engineering at Wikipedia) said at the end of the 2013 TAUS Annual Conference, “The TAUS annual conference pulls together an amazing diversity of platforms and people, all thinking about improving localization technology and supporting languages better. It was a great experience to learn what to avoid and how to reuse in localization technologies.”

Alolita Sharma from Wikipedia was one of the speakers on the Growth panel at the TAUS conference, responding to the question: How do we reach the next billion users? With support in 285 languages, Wikipedia breaks all the records (Google covers around 60 languages). Yet we need to think about how to add hundreds more languages in the coming decade.

Growth opportunities for the translation industry have never been greater. We at TAUS have labeled this as the upcoming “Convergence Era”. The global market has shifted from a couple of ten thousand companies exporting services and products to a worldwide customer base of 6 billion – all buying online, surfing, clicking, reviewing and EXPECTING that translation is simply always there, instantly and real-time. As an industry, we have to live up to that expectation.

What the industry needs… is an open perspective to change and cooperation. The main theme at the conference was the discussion that translation is becoming a utility, similar to electricity, the Internet or water.

I can’t wait to continue these industry discussions at the TAUS Industry Leaders Forum in Dublin in June next year and at our next Annual Conference, Vancouver, October 2014.

Jaap

You can read more insights from LocLeaders Forum Silicon Valley and Localization World 2013 by visiting http://www.welocalize.com/events/locleaders-silicon-valley-2013/

Click here to find out the Top 5 Highlights from the TAUS Conference.

Technically Speaking: XLIFF, Agile, XML, the cloud, CMS, TMS and the Evolving Localization Supply Chain

Following the recent localization industry events LocLeaders Forum and Localization World in Silicon Valley, Derek Coffey, SVP of Technology and Development at Welocalize, shared his viewpoint about the future of the technology powering the localization supply chain.

derek coffeyNot so long ago, we all struggled with moving files around the localization supply chain.

Different formats and closed systems made it difficult to agree on word counts and rely on round-trip files back to the client.  Our industry recognized the issues and technology and tools developers started to focus on cross platform support and interoperability.  XLIFF (and the soon to arrive XLIFF 2.0) have become a defacto standard for almost all translation management systems (TMS) and translation technologies (the late adopters know who they are).

So, as one problem is addressed, another rears its head.  Agile development, software in the cloud, XML authoring and the move to Content Management System (CMS) and TMS have created more change in our industry. We have all moved away from the large projects to a transactional environment with many small jobs coming through daily, hourly.

At Welocalize, we have had to retool our administrative systems to reflect this change. Our project accounting and management systems now connect directly to our own TMS (GlobalSight) and to many of our client’s systems, creating the project and tracking the financials alongside the TMS workflow.

Over the last 12 months, I have had the opportunity to work with some of our supply chain vendors and see what this has meant for them. Without exception, they all have to track and record each piece of work within their own systems: monitor their own financials, issue PO’s – all the usual project administrative stuff. What I have also seen streams of work where the project admin has overtaken the actual translation in terms of cost and effort.  PM’s spending more time keying data than managing workflows, Translators spending more time updating log sheets than actually translating.  When a translation job has only five words in it, keying in PO details is going to take longer than the translation.

So what do we do to fix this?

At Welocalize, we have created a set of web services that allow our supply chain to connect directly into our project management and accounting systems. With the web service in place, instead of receiving a work assignment through an email, vendors now see it directly in their own system. When they start work on it in their own system, we see it changing in our systems.  Across our supply chain, this has the potential to eliminate 1,000’s of project management hours and create the efficiencies we need to support this new type of work. This approach is fundamental to Welocalize’s Operational Excellence (OpEx) strategy.

At the recent Localization World, I had the opportunity to discuss our plans with two of the leading off-the-shelf project management systems in the market – Plunet and XTRF.  Both organizations have clients within our supply chain and both are working on creating a web services connector to support this easy movement of project data back and forth.

This is going to have a huge impact on the Welocalize supply chain – but I wonder if we could get together as an industry and create a standard web service?

Derek

Read more about Welocalize OpEx here.

How did TripAdvisor remove waste and unnecessary workflows, create convenience and value added tasks? Click here to find out how we reduced TripAdvisors workflow from 23 to 5 steps.

You can read more insights from LocLeaders Forum Silicon Valley and Localization World 2013 by visiting http://www.welocalize.com/events/locleaders-silicon-valley-2013/.

 

Top 3 Highlights from the Brand2Global Conference London 2013

by Steve Maule

I recently attended the Brand2Global conference in central London. This is a new event, organized by the people who run the Localization World series – The Localization Institute Inc. The Brand2Global Conference focuses on the best practices for global branding, marketing campaigns, websites and social media.

It was an early start on Day One with a “very early” 7:30 AM registration. This meant the 6:00 AM London to Manchester train for me. I was looking forward to meeting and learning from a mix of academics, creative agencies and other Language Service Providers, as well as key representatives from leading global brands from the world of technology, travel, entertainment and luxury.

Here’s my top 3 highlights from the conference:

  1. Dr. Geert Hofstede’s keynote speech “Markets are People”. He introduced the concept that societies and countries can be categorized by where they rank across different cultural dimensions. The two most important for brands are Individualist vs. Collectivist and Long-term vs. Short-term. Communication and advertising styles should be adapted accordingly. One delegate commented that their usability tests for web content are not valid for them in more Collectivist countries, like China, as “people don’t speak their mind” like they do in more Individualist countries, like the USA.
  2. Julia Kenyon from BBC Worldwide talked about how your fans are your best marketers. The BBC has seen a total shift from the traditional “make a program and it’ll be seen” approach to now making sure they’re going to where the fans are.  One simple Facebook post about Dr Who on Facebook reached 5.4m people!
  3. Senior Analyst Ben Sargent, from independent research firm, Common Sense Advisory, presented “Fundamentals of Online Engagement for Global Brands”. Ben shared research that showed:
  • There is a clear link between business success and number of languages found on a brand’s website.
  • Lots of companies are investing in the wrong languages.
  • If brands are not adding between 2 and 3 languages each year, then they are not keeping up!

Ben also introduced the emergence of a Pan lingual User Experience (UX), noting that 50% of the people on the planet speak 3 or more languages.

I thought it was a great conference and hope to see it run again next year. Did you also attend Brand2Global?  What did you think?  I’d be interested in hearing your thoughts.

Let’s connect and drop me a line.

Steve Maule, Welocalize Business Development Director

@SteveMaule 

Welocalize Presents at Annual Association of Translation Companies Conference in London September 26

FREDERICK, MD – September 13, 2013 – Welocalize, leader in innovative translation and localization solutions, will be sharing best practices for localization vendor management with the featured presentation, “Promoting Productive Relations with Sub-Contractors and Integrating them with the Home-Team” at this year’s ATC Conference, taking place in London on September 26, 2013.

Lyn CarrollLyn Carroll will be delivering the presentation at this year’s conference. Lyn, who has worked with Welocalize for more than a decade, leads a worldwide team with responsibility for the company’s external supply chain. Her presentation is scheduled to take place on day one of the annual conference at 3:30PM BST.

The Association of Translation Companies (ATC) is the oldest professional group representing the interests of translation companies and serving the needs of translation purchasers around the world. The annual conference, themed “Evolution Not Revolution” is an important event in the localization industry calendar and will be attended by localization professionals from all over the world.

“I am pleased to speak at the ATC conference this year, which focuses on the complexities and changing relationships facing language service providers today,” said Lyn Carroll, senior director of global vendor management. “Clients demand faster turnarounds, lower prices and outstanding customer service while LSPs must respond with new and innovative ways to address the quality, time to market and cost challenges. My presentation focuses on how to foster valuable relationships with the supply chain and how Welocalize works to integrate every translation vendor in the global Welocalize Team so that we can meet our client’s needs.”

For additional information about the conference, visit http://www.atc-conference.org.uk.

About Welocalize – Welocalize offers integrated translation services and products to support the need for on-demand translation. We provide globalization consulting, translation, localization, testing solutions, and enterprise translation management tools that are optimized to be able to deliver on-demand translation in over 120 languages. With over 600 employees worldwide, Welocalize maintains offices in the United States, UK, Germany, Ireland, Japan and China. Please visit www.welocalize.com for more information.

a new way to collaborate

In June, I attended the Localization World conference in Paris. In conjunction with the the event we also conducted our own vendor conference as well as a client conference, and with strong representation from both our clients and vendors, we decided to do something unique this year. I am not sure it has been done before. It was certainly the first time we had ever done it.

The experiment began with the challenge of finding a taxi in Paris during the morning rush hour. The long line of available taxis we saw conveniently waiting in front of the hotel the day before had vanished. Not a taxi in sight! Ten minutes passed and still no taxis. And thus began our Paris Metro experience. Taking the Metro is no problem, but trying to coordinate a large group of people in getting on and off of packed trains, at the right stop, without losing anyone – was a true challenge in logistics. The feeling was strangely familiar to managing a large translation project.

Once we arrived and got settled in the conference meeting room (everyone made it), I kicked-off our first ever combined Client-Vendor summit! I started by thanking our staff, clients and vendors for the excellent achievements we have made so far this year:

* Revenue in the first half up by 12.4%

* 4 upgrades to GlobalSight and 10 new GlobalSight clients

* Machine Translation Innovation: We are developing our own automated MT scoring tool (beta already running)

I then discussed our new format for the meeting. We have been conducting separate client and vendor summits for years, but this was the first time we had ever combined the two meetings. Our clients and our vendors suddenly found themselves sitting together in the same room. Yes, many of our client’s reviewers quite often meet our translators, but this was something different. For an entire day, the Welocalize staff, our clients and our translators met together and discussed key business challenges that we each face at our unique points in the supply chain. The result was outstanding with one client telling me “it ended too soon”!

One of the really interesting sessions was during a panel comprised of both our clients and our translators. Antoine Rey, our Sr. Director of Europe & Asian Sales, Lyn Carroll, our Sr. Director of Global Vendor Management, and myself moderated a series of questions put to the panel. The following question sparked an interesting debate: how necessary is a client review step in the translation process?

The client review process can be very expensive. I have heard some clients say they spend up to 20% of their budget on this step while I have heard others say they have eliminated the step entirely. Why are there opposite opinions around such an important question? We put it to the panel. One client on the panel informed us that they had stopped doing the review and suggested that time spent on creating a better upfront process produces better quality in the end, and that what they found to be more useful was “allocating more time and authority for the translator to do their job properly.” The opposing view on the panel was also interesting. This client pointed out that their review feedback was not intended to be critical but was intended more specifically to help educate the translator on the language that is unique to that client’s products.

I think both points of view are valid depending on the maturity of a translation program. Naturally, a program that has been running for years will have experienced translators who have learned to “speak the language of the customer.” In addition, much of the actual translation itself may become less and less new words, and a large and reliable translation database lends itself to greater confidence in eliminating the review step.

I think that what is most important in delivering “quality” is structuring a translation program around a candid assessment of the “maturity” of the program. Naturally, new programs require additional steps and time to fix the bugs in the program. Some of the steps become unnecessary as the translation supply chain gains more experience. This necessary experience comes from patience and investment during the inevitable highs and lows of a translation program life-cycle, and the strongest partners are those you can count in either case. I want to thank those partners, clients and vendors alike, who have helped us create a truly unique company in our industry and for your willingness to try new things such as this combined summit. I want us to innovate together wherever possible!

 

Smith