Posts

Evolution of User Generated Content and Localization

By Hanna Kanabiajeuskaja, Product Manager (Localization) at Box

Today, global business is just starting to touch on localizing user generated content (UGC). It’s such a new field for us, so how do we even think about it? How do we localize it to add value to our overall global business activities, engage with audiences and make sure that we do it successfully?

Content is more diverse. Traditionally, we have had to deal with relatively simple content like marketing brochures, articles, manuals, support and learning documentation and presentations. Now, new content types have emerged in the form of network generated content or as it is typically known as UGC. On one hand, we have bite-sized pieces of information with little context, like social media posts or Internet of Things (IoT) data. On the other hand, we have complex multimedia content like photographs, interactive graphics and videos that contain metadata.

There is more content. Every year, the volume of content published grows exponentially. In the past two years, we have generated more digital content than in the entire history of human kind.

What does this mean for localization?

As content volumes grow, many businesses are faced with limited resources and subpar technology that is unable to cope with emerging content types and volumes. How do globalization and localization professionals survive when faced with such scaling challenges? We must prioritize content. A good approach is to consider the longevity of content (the relevancy period) against how useful the content will be to the user (utility).

What if everything is of high priority? How do we ensure that the quality is still good?

  1. Set the right quality expectations with the user. Different content types require different quality levels. UGC is typically written quickly, in short bursts and therefore, can contain abbreviations, grammar errors and typos. Translating this type of content to 100% linguistic accuracy is not always necessary. Simply maintaining the key message or “gist” of the message is often enough. This is where use of translation automation comes into play. Machine translation (MT) can help to translate huge volumes of UGC, sometimes with post-editing, for publishing quickly, meeting the needs of the business and the user. Other techniques for multimedia, like text-to-speech, can be used when high production value is not needed for content types like video.
  1. Invest in MT upfront to make it as reliable as possible. The sooner you integrate MT into the overall translation process, the more intelligent the system will become, making output more accurate and in line with the overall company brand and tone of voice. You can scale your human translations with machine-learning based technologies.
  1. Scale your quality monitoring. One way to do this is through sampling; however, there is another, more scalable way. Instead of monitoring translation quality, monitor the impact on users. For example, if you have just translated thousands of product reviews to attract more potential customers, instead of reviewing all of these translations, start monitoring your conversion rates. If you have just translated a massive documentation site on your software product, check if users became more engaged. Use data and analytics more intelligently on user activity rather than simply focusing on translation quality.

New content types provide new business opportunities. When you handle large amounts of content for your users, you have a unique opportunity of adding value on that content by making it multilingual or even language-neutral. Translating UGC converts content into a greater asset to reach and engage with more users. As the technology and processes in the globalization and localization industry advance, many global brands have more channels to communicate with users in multiple countries.

Hanna Kanabiajeuskaja is Product Manager (Localization) at Box.

Hanna took part in the special guest panelist for the discussion at Welocalize LocLeaders Forum 2016 in Montreal, “Quality Validation for Network Generated Content.”

Welocalize LocLeaders Montreal Highlights the Globalization Journey

153_creativefocusincThe Welocalize LocLeaders hosted event in Montreal focused on the theme of “The Globalization Journey,” and how we must meet customer needs at every touch point to create a truly local experience.

At Welocalize, we talk about the globalization journey as a metaphor where organizations go through a process to take assets and make them more valuable to the world, developing rich content into many languages and cultures. Everyone who attended LocLeaders Forum 2016 Montreal shared real-life experiences about which stage they were on within their globalization journey .

One of the main factors that differentiates Welocalize as a global leader in the industry is that at each stop of the journey we seamlessly support all globalization and localization activities. From the beginning, when organizations want to protect their intellectual property and register innovative patents in multiple geographies, right through to supporting go-to-market digital marketing strategies containing SEO, high impact brand materials and user generated content.

img_3536Everyone in a global organization is affected by localization. Whether responsibility lies in legal, finance, marketing, sales, customer support, HR or product development, each function often needs to communicate with multiple audiences and develop content assets that speak globally at a local level.

In a series of moderated panel discussions, the LocLeaders Forum in Montreal covered the most relevant topics that affect localization professionals, providing plenty of scope for open conversation in a trusted environment. We talked about quality validation for user generated content, transparency in translation, the art and science of globalization and how we can improve relationships between clients and translators. Senior representatives from global brands, all from varying industry sectors participated with energy and enthusiasm, making the day a great success.

What continuesimport-camera-jg-1716 to guide Welocalize is our clients and meeting their evolving needs. LocLeaders events help us to not only share our expertise, but also listen to the current requirements of global brands to help them drive strategies at every stage in the globalization journey and succeed in global business. We will continue to strive to be the partner of choice for all globalization activities, supporting clients with rigor across the globalization continuum, matching content types to our wide range of services and capabilities.

Thanks to everyone who attended the Welocalize LocLeaders Forum event in Montreal. We loved hearing your stories and experiences and hope to see you at the next LocLeaders Forum events in 2017.

Erin

Erin Wynn is Chief Customer Officer at Welocalize.

Welocalize Hosts Inaugural LocLeaders Local 2016 Germany in Stuttgart

Frederick, Maryland USA and Stuttgart, Germany– November 2, 2016 – Welocalize, global leader in innovative translation and localization solutions, will host clients, partners and leading localization experts at the inaugural LocLeaders Local 2016 Germany event taking place on Tuesday, November 8, starting at 17:30 PM at the Mövenpick Hotel Stuttgart Airport & Messe. This event will be held in German.

locleaders-stuttgartWelocalize Leaders 2016 Germany will gather localization leaders to take part in an open exchange of ideas, sharing experiences and best practices related to the event theme, “Technically Speaking.” The hosted special dinner and panel discussion aims to focus on some of the challenges faced by global brands who are involved in developing highly complex and multilingual technical communications to expand reach and support customers and partners around the world.

“As the DACH market has excellent import and export opportunities and Germany is the largest national economy in Europe and the fourth largest in the world, developing global content that strikes the right accuracy and cultural tone is important for enterprise organizations working within this region” said Garry Levitt, VP of EMEA at Welocalize. “At our first LocLeaders Germany event in Stuttgart, we will be sharing our expertise on developing localization strategies for areas like technical communications and global marketing, to help businesses in this region to grow globally.”

LocLeaders Local 2016 Germany attendees will enjoy a Welocalize hosted dinner at Mövenpick, accompanied by a panel discussion with special localization business leaders.  Topics for the discussion will include how to optimize style and tone of voice, and how to achieve quality across all content types.

Featured panelists include Anja Stähler, who is responsible for corporate communications in Germany at IKEA, along with Peter Vincon, who is responsible for architecture and quality governance in localization at Amadeus. Joining them in the discussion are Andrew Lawless, noted president and best-selling author at Rockant and Christian Weih, who is chief sales officer at Across Systems GmbH.

“LocLeaders 2016 Germany in Stuttgart is the perfect opportunity for localization and content professionals to share similar pains and challenges and realize they are not alone,” said Christian Weih, chief sales officer at Across Systems GmbH. “As a panelist, I am looking forward to being part of this unique event and generating some thought-provoking discussions, with a particular focus on localization of technical communications and how to strike the right levels of corporate style to gain competitive advantage.”

“Welocalize consistently pushes the limits in localization by doing things differently and the LocLeaders Forum events are natural extensions to Welocalize’s drive for excellence and innovation in localization,” said Andrew Lawless, president and founder at Rockant. “The output of the LocLeaders discussions brings tangible results, such as improving accuracy in translation of technical documents and honing an impactful tone in global marketing. I’m delighted to participate in LocLeaders in Stuttgart as a panelist. Any attendee will be inspired into successful action!”

For more information and to register for LocLeaders Local Germany 2016 in Stuttgart, please go to http://web.welocalize.com/LocLeadersGermanyPromo2016_LocLeaders016.html.

LocLeaders 2016 Germany will be hosted by Garry Levitt, VP of EMEA at Welocalize.

The LocLeaders Stuttgart event coincides with the tekom and tcworld annual conference activities which take place in Messe Stuttgart, November 8-10. Tanja Schmidt, Welocalize MT program manager and member of Welocalize Technology Solutions Team, is a featured speaker at tekom and tcworld annual conference 2016. Tanja will join Christian Weih, chief sales officer at Across Systems GmbH, to deliver a joint presentation, “Data Security in MT Setups,” on Thursday, November 10.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1000 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com

Across Systems GmbH delivers one of the most comprehensive translation solutions in the market today. Quickly increase translation quality and transparency with the Across Language Server. Customers like Allianz, SMA Solar Technology, OLYMPUS EUROPA SE & CO. KG and hundreds of others use this market-leading software platform to significantly reduce their workload and processing costs. Powerful project management and workflow control tools allow end-to-end processing so clients, LSPs and translators can collaborate seamlessly for maximum productivity. Easily integrate with third party solutions and content management systems (CMS) to create a unified solution for optimal efficiency. www.across.net

Rockant automates the production and localization of global digital content. The consulting and training company puts your translation process on autopilot – from Web CMS to translator and back. You will produce your international documents at half the cost and twice the speed. Guaranteed. We presented our successes with automating localization to the US White House and testified in the US Senate on its importance to the US economy. When you work with us, we will help you just as much to connect translation activities to your company’s strategic and measurable outcomes, such as increased revenue, higher profits and faster market entry. www.rockant.com

Women in Localization Dublin Event

wow3_dublinorganizersWelocalize recently hosted the Women in Localization event at our office in Cherrywood, Dublin. The evening event provided an excellent forum and networking opportunity for women (and men) in a variety of roles in globalization and localization, both buyer and supply-side.

Women in Localization was founded in 2008 and is the leading professional organization for women in the localization industry. Its charter is to promote professional development, networking and continuous education among its rapidly growing global membership. Grainne Maycock, one of the founders of the Irish section of Women in Localization, opened the event. She welcomed more than 35 attendees, which was hosted by Welocalize’s Barbara Frawley and Niamh O’Byrne.

The evening featured an exceptional panel of localization industry professionals who shared stories about their career journeys.  The participants talked about paths leading to their current roles.  Participating panelists included Annette Lawlor, owner of The L10n People, Anna Woodward Kennedy, operations director and co-founder of Chillistore Technologies, Chiara Pacella, language manager at Facebook and Ana Paez, vendor manager at Google.

wow1_gavinThis conversation is very relevant and important to professionals in the localization. As most will agree, sourcing great talent in the localization industry is always a challenge, it is important to empower the next generation with the right knowledge and skills to succeed at their careers.

An expression of this empowerment centered on the theme for the evening, “What would I tell my 22 year-old self?”  It was an opportunity to reflect, advise, share and collaborate on the opportunities within the industry for jobs and career advancement.

Prior to the event, Welocalize collected advice and thoughts from Welocalize women all over the world, to share with attendees and get the conversation flowing. The responses were practical, personal and often funny.

So, to all the 22 year-olds out there thinking of a career in localization, here is some expert advice from Welocalize’s global team of amazing localization professionals:

  • “Localization? Prepare yourself for one crazy ride girl!”
  • “No ambition is too big. Don’t let anyone tell you that you will not achieve something. With a goal, dedication and hard work, you can achieve whatever you set your mind to.”
  • “Embrace change, welcome all opportunities to broaden your experience, listen to and learn from those around you and never underestimate the power of people combined with technology – anything is possible.”
  • “Always keep the faith and never give up no matter what! Ride the waves of life without fear and always look ahead.”
  • “Create lasting relationships because the people that you meet today can have a life-long impact and truly influence your life’s journey in a very positive way.”
  • “It does not matter what others think! Be strong young lady! Be you!”
  • “Try stuff! It’s going to be OK.”

And a resounding favorite…

Dear Me,

You are the best. Enjoy this most beautiful age. Be kind and be happy always as you are.

Regards,

Me, from the future

The panel discussion ran over the allotted time and many attendees stayed late to continue the conversation, network and try some of the delicious desserts. There were many tips and tricks shared on how to maximize localization ambitions. Anyone, young or old, would have benefited from listening to the intelligent insights on how to have a successful career in localization. We posed the final question to the audience and panel, “What would you do differently?” and it gained some excellent responses:

  • “I would connect with people more and not just network. Establish more of a relationship than a handshake.”
  • “Know yourself! Your strengths and your weaknesses.”
  • “Don’t say sorry so much. Never start an email with sorry.”
  • “Don’t make statements that sound like a questions and require confirmation. Be positive in your ideas and opinions.”
  • “Don’t be afraid to push!”
  • “Your manager is very important. A good manager will really benefit your career and support you, if they don’t, move on. Managers don’t have crystal balls so speak up!”
  • “Hire good, talented people and allow them to do what they do. Then you will have a good team.”
  • “Sky’s the limit! Work hard and work more!”

wow2_networkingWelocalize was honored to host this engaging event, attended by some remarkable women who weren’t afraid to talk and share their stories and inspirations.

As a mother to a young daughter, I was inspired to see so many smart and ambitious women driving their own careers, aiming high and offering support to our next generation. Many thanks to the Women in Localization team and all the women who attended the event in Dublin!

Louise

Louise.law@welocalize.com

Louise Law is Global Communications Manager at Welocalize

 

 

Welocalize Sponsors and Presents at Localization World 2016 in Montreal

Frederick, Maryland – October 25, 2016 – Welocalize, global leader in innovative translation and localization solutions, is a sponsor and exhibitor at the upcoming Localization World 2016 taking place in Montreal, Canada at the Hotel Bonaventure on October 26-28. Welocalize global team experts will also be presenting and participating in several key panel discussions focused on “Engaging Global Customers” throughout the three day industry event.

As exhibitors, Welocalize globalization and language experts will be hosting a series of topical conversations in the new Welocalize Lounge exhibit space at LocWorld32.  They will be meeting with clients and vendors, sharing best practices to help brands expand their global reach.

“Welocalize is delighted to be playing such a prominent role in the Localization World 2016 Conference in Montreal and we look forward to leading the conversation on how to best engage global customers,” said Smith Yewell, CEO at Welocalize. “The Welocalize team will be driving discussions across a wide range of key globalization topics and we will be revealing our expanded language service offerings in life sciences, digital marketing, legal and regulatory, language automation, quality validation and more to support the entire globalization journey.”

Vice President of Corporate Development at Welocalize, Tuyen Ho, is hosting the LocWorld32 Growth Strategies Round Table, October 26, as part of the preconference program to stimulate discussion around mergers and acquisition activity in the language services industry.

Welocalize will be participating in a new, specially requested preconference session, “Attracting and Developing Talent: A LocWorld Initiative,” on October 26. The session examines challenges and solutions for educating professionally trained staff in the localization industry. Welocalize Talent Manager Frédérique Froment-Kelleghan will join presenters from the University of Texas at Arlington, PTC, Anzu Global, Cisco Systems Inc., and the University of Maryland.

Welocalize Senior Manager of Solutions Architects, Alex Yanishevsky, is presenting at two sessions at LocWorld. “Open Source in Corporations,” takes place Thursday, October 27 with co-presenters Jean Aurambault from Box, Alessandro Cattelan from MateCat and Yan Yu from Spartan Software Inc. Alex’s second presentation on Friday, October 28, “Multitasking with Translation Memories: How to Laugh, Cough and Sneeze in Parallel,” will cover the entire translation memory life cycle.

Welocalize Senior Client Services Director, Samantha Henderson, will join Katie Belanger from Intuit on October 28 to present, “Localization Models: The Search for the Optimal Linguistic Resource Model.”

montreal-badge-2016Welocalize will host their popular client event, LocLeaders Forum 2016 Montreal: The Globalization Journey, on Wednesday, October 26 at Scena, an architectural venue located on the Quays of the Old Port of Montreal. This exclusive event is a unique opportunity for global brands and localization leaders to openly discuss challenges and opportunities impacting their globalization strategies, including transparency, next generation content and the art and science of localization. Erin Wynn, Chief Customer Officer at Welocalize is hosting the event.

“We are delighted to be holding our 2016 LocLeaders Forum event in Montreal and we look forward to welcoming some of the world’s largest global brands to take part in some valuable discussions with our team of experts and special guest speakers,” said Jamie Glass, CMO and EVP of global service lines at Welocalize. “Welocalize’s Brennan Smith, Samantha Henderson and Huw Aveston will moderate discussions with client experts on transformative topics and best practices for supporting their growing business requirements across the entire globalization journey.”

To register for LocLeaders Montreal, visit http://web.welocalize.com/LocLeaders_Montreal_October2016_LocLeaders_Registration.html.

For more information about Localization World 2016 Montreal visit https://locworld.com/. Follow Welocalize on Twitter at https://twitter.com/welocalize and with #LocLeaders for event updates.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1000 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com

Welocalize Presents at Localization Game Changers 2016 TAUS Events in Portland

Frederick, Maryland – October 24, 2016 – Welocalize, global leader in innovative translation and localization solutions, will be participating in the upcoming TAUS events including the TAUS Annual Conference, October 24-25 and TAUS Quality Evaluation (QE) Summit on October 26. Both events will take place in Portland, Oregon.

“TAUS brings together business leaders and experts in globalization and localization to discuss the latest issues and challenges for creating innovative and efficient translation workflows,” said Smith Yewell, Welocalize CEO and TAUS Advisory Board Member. “The discussions at TAUS events are incredibly insightful, focusing on advancements in data analysis, machine translation, language technology and translation automation which all play an important role in the future of the industry.”

At the TAUS Annual Conference 2016, Welocalize VP of Language Technology Solutions, Olga Beregovaya, will be hosting “Modernizing Pricing and Business Models,” with panelists John Tinsley from Iconic Translation Machines, Wayne Bourland from Dell and Chris Grebisz, Chief Innovation Officer at Welocalize. The discussion will look at the technology and processes that need to be put in place to drive the next generation economic models in translation.

Welocalize Director of Client Solutions, Darin Goble, will also be contributing to the discussions at the TAUS Annual Conference as part of a special panel of stakeholders in the industry who will be answering a wide range of questions posed by attendees.

Olga Beregovaya will be participating in the TAUS QE Summit in Portland, taking part as a panelist for two sessions on October 26. The first panel discussion focuses on the topic of transparency in the translation process and how the transparency of business intelligence data is an important way to ensure translation quality expectations are met. Olga’s second session, “How to Pump up Your MT Quality,” looks at MT quality and different ways to improve MT engines.

TAUS will hold their annual Rock ‘n Roll dinner as part of the TAUS Annual Conference. All attendees are invited to an evening of good food and great music performed by The TAUS HAUS band, which features the musical talents of Welocalize CEO, Smith Yewell. This year’s evening event will take place on Monday October 24 at The Secret Society in Portland.

taus_member_markAs part of the TAUS event activities in Portland, Welocalize will be organizing tours of their multilingual product and software testing laboratory in Portland. TAUS attendees will be able to tour the Welocalize facility that processes thousands of testing hours per week in over 60 languages for functional and linguistic testing and content validation.

Welocalize is a member sponsor of TAUS. For more information about TAUS, visit www.taus.net.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1000 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com

Adapt Worldwide Presents at Mobile Growth Europe in Berlin

Frederick, Maryland and London, United Kingdom – October 24, 2016 – Adapt Worldwide, a Welocalize company and leader in multilingual digital marketing services, is presenting at the upcoming Mobile Growth Europe 2016 Conference, taking place at the Radisson Blu Hotel in Berlin, Germany, October 25-26 2016.

Mobile Growth Europe 2016 is an intensive, two-day non-vendor conference to help attendees connect and learn from Mobile Growth professionals in the areas of user acquisition, engagement, retention and monetization. Adapt Worldwide is a leader in localizing and optimizing digital marketing content for global markets into more than 175 languages. Adapt Worldwide delivers a wide range of services for multiple platforms including cultural adaptation, transcreation, multilingual search optimization and the translation of app content and app store assets.

Adapt Worldwide Commercial Director Hugh McCallion is taking part at Mobile Growth Europe as a panelist for the “Holistic Marketing Approach” session, which takes place at 11:50 AM on Tuesday, October 25. The session is moderated by Marissa Aydlett, VP of marketing at Appboy, and features panelists Vanessa Estorach Cavaller, mobile strategist at e-growing, David Iwanow, director of strategy at Bluegrass, Mario Aichlseder, VP of growth at Runtastic and Barbara Macinkovic, head of marketing at Swell. The panel will look at today’s challenges of developing global omni-marketing strategies across multiple platforms and technologies.

hugh-e1429553793799“Adapt Worldwide gives clients a significant competitive advantage by developing multilingual digital marketing campaigns across all channels, creating a seamless and culturally appropriate user experience,” said Hugh McCallion, commercial director at Adapt Worldwide, a Welocalize company. “We’re looking forward to participating in the Mobile Growth Europe Conference and sharing valuable tips and best practices for creating results-driven multilingual marketing campaigns for multiple countries.”

For more information on Mobile Growth Europe Conference, visit www.mobilegrowtheurope.com. To connect with Hugh McCallion at the event, email hugh.mccallion@adaptworldwide.com.

Adapt_Logo_Color-72ppi-300About Adapt Worldwide – Adapt Worldwide, a Welocalize multilingual digital marketing agency, helps brands expand their global reach across markets and platforms in more than 175 languages. Increasing demands for an integrated approach between marketing and localization, Adapt Worldwide assists through the cultural adaptation of content across digital channels. Our broad range of specialized digital and language services include search engine optimization (SEO), app store optimization, copywriting, transcreation, mobile, web and paid amplification. Based in London, with operations in 21 global offices, Welocalize acquired Adapt Worldwide in 2015. Adapt Worldwide was formerly known as Traffic Optimiser. www.adaptworldwide.com

School of Advanced Technologies for Translators 2016

tanja_schmidtWelocalize recently took part in the School of Advanced Technologies for Translators (SATT) 2016 in Trento, Italy. Welocalize MT Program Manager Tanja Schmidt was a featured speaker at the event and delivered an industry case presentation which focused on Welocalize’s approach to machine translation (MT). In this follow-up blog, Tanja shares some of her highlights from the event.

SATT 2016 was the first School of Advanced Technologies for Translators organized by Fondazione Bruno Kessler (FBK) in Trento, Italy, this past September. Hopefully this is first of many more of these events to come. The main areas of research lie in technological development and humanities studies and, with its research unit for Human Language Technology, FBK has a dedicated research center for machine translation (MT) and natural language processing (NLP).

logosatt-1SATT 2016 was set up as a combination of various lectures from speakers with an educational, professional or industrial background, hands-on training and a certification course. The course was for MateCat, an enterprise-level online CAT tool that is the result of a 3-year research project by FBK, Translated srl, Université du Maine and the University of Edinburgh.

The first day started with a lecture on how to train “translators to technology” from Ana Guerberof from the Universitat Autònoma de Barcelona (UAB). Ana gave a quick overview of how the translation industry has evolved since the early 1980s and what this means for translation students today. She explained that, due to the increased demand for post-editing especially from translation agencies, UAB introduced the first “Machine Translation and Post-Editing” module in 2009, with topics from MT basics, MT output evaluation and MT engine training to PE basics, different quality levels, controlled language and a lot more.

Other lectures included an introduction to MT and a demo of “Machine Translation in Use,” as well as a speech on the “Evaluation of Machine Translation Quality” from FBK’s Marcello Federico and Luisa Bentivogli. Both managed to present highly specific content in an easy, yet sophisticated way that provided even experienced MT stakeholders with a new understanding on big topics like neural MT. Based on estimations from Marcello, neural MT is about to provide an increase in MT output quality of about 20%.

MT stakeholders in the industry should definitely be on the lookout for Modern MT (www.modernmt.eu), an engine being developed by a consortium consisting of Translated srl, FBK, TAUS and the University of Edinburgh. This engine, which will be available as a plug-in for MateCat and other CAT tools, will provide a ready-to-install application without any additional training requirement. Once fed with training data, Modern MT will be ready to translate and, moreover, it will manage context automatically so that domain-specific engines will become obsolete. This is achieved by storing training segments together with context linking information. The post-editor can then query Modern MT for different domain contexts on a per segment basis.

Lectures from TAUS’s Dace Dzeguze and Jaap van der Meer focused on TAUS DQF and the translation technology landscape and addressed questions like, “Will there still be a need for human translators in the future?” and “Will there be separate professions going forward, such as the translator and the post-editor?” We will probably only know the answers to these questions once these developments have taken place; however, today’s translators are already different from translators 10 years ago. More skills add to the diversity of the profession and might also cause some translators to specialize in certain areas such as transcreation, which will probably always have to be done by humans. There will be different niches, though one thing is for certain and this the content to be translated (in whichever form) will most certainly continue to increase.

The first day then concluded with two additional industry use cases, one from Rebecca Bartolozzi, Machine Translation Language Specialist at eBay, and one from myself explaining Welocalize’s approach to MT and PE and giving a few tips for future translators and post-editors.

Day two was focused on MateCat with Alessandro Cattelan and Annalisa de Petra providing an introduction and demo on MateCat and its project management, post-editing and data analysis capabilities. The rest of the day was spent taking part in practical training sessions and a certification exam. We only had 30 minutes, so it was work under pressure and from what I know, everyone passed!

Overall, SATT 2016 was a great event with a lot of great contributors and attendees from various areas. The atmosphere was very relaxed and personal, yet professional, which I really liked. FBK, keep up the great work, and when you announce SATT 2017, I’m in!

Tanja Schmidt

Welocalize MT Program Manager, Technology Solutions

tanja.schmidt@welocalize.com

Welocalize and Adapt Worldwide Sponsor and Present at Brand2Global 2016 in Silicon Valley

Frederick, Maryland – September 27, 2016 – Welocalize, global leader in translation and localization solutions, and Adapt Worldwide, a Welocalize multilingual digital marketing agency, are sponsors and exhibitors at the upcoming Brand2Global Conference 2016, taking place in Menlo Park, California, September 27-29.

Adapt Worldwide General Manager and Co-Founder Huw Aveston will be presenting “Speaking the Same Language,” which will be followed by an engaging marketing challenge for attendees testing their aptitude related to all things digital marketing.  The quiz is also available online at http://www.adaptworldwide.com/digital-marketing-quiz.

Adapt Worldwide is participating in this event to help brand managers and business leaders learn more about driving global digital strategies and how they can bridge the gap between localization and marketing. This session will take place on Thursday, September 29 at 4:30 PM PDT as part of the Global Customer Engagement track at Brand2Global 2016.

Senior representatives from Welocalize and Adapt Worldwide will be on hand throughout the Brand2Global 2016 Conference in the exhibition area to discuss trending topics in global marketing, including the age of digital disruption, next generation content, cultural adaptation, transcreation, international search optimization and how to leverage metadata to measure success of marketing brand campaigns.

“Global marketers are faced with a growing demand for multilingual content to reach multiple markets in many languages, cultures, formats and media types,” said Jamie Glass, CMO and EVP of global service lines at Welocalize. “Welocalize looks forward to participating in the discussions at Brand2Global and sharing how we help leading brands develop powerful and culturally relevant materials in more than 175 languages and at every stage of their globalization journey.”

Welocalize will provide all attendees the recently published Global Guide for Content Marketers at the Welocalize and Adapt Worldwide booth in the exhibition area of the event. This easy-to-use guide helps global brand marketers and content professionals with quick references, fun facts and tips to drive multilingual marketing strategies and reach local audiences around the world.

brand2global logoWelocalize and Adapt Worldwide are sponsors of the closing networking reception of Brand2Global 2016, held at the Quadrus Center in Silicon Valley. Brand2Global is an annual event designed for professionals who drive marketing and are responsible for international market share and revenue. For more information visit http://www.brand2global.com/conference-program.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1,000 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com

About Adapt Worldwide – Adapt Worldwide, a Welocalize multilingual digital marketing agency, helps brands expand their global reach across markets and platforms in more than 175 languages. Increasing demands for an integrated approach between marketing and localization, Adapt Worldwide assists through the cultural adaptation of content across digital channels. Our broad range of specialized digital and language services include search engine optimization (SEO), app store optimization, copywriting, transcreation, mobile, web and paid amplification. Based in London, with operations in 16 global offices, Welocalize acquired Adapt Worldwide in 2015. Adapt Worldwide was formerly known as Traffic Optimiser. www.adaptworldwide.com

 

Welocalize Presents at the School of Advanced Technologies for Translators 2016

Frederick, Maryland – September 8, 2016 – Welocalize, global leader in translation and localization solutions, is proud to sponsor and present at the upcoming School of Advanced Technologies for Translators (SATT) 2016 taking place in Trento, Italy on September 9-10 at the Scientific and Technological Hub of Fondazione Bruno Kessler.

SATT 2016 is a two day educational program designed to provide professional translators and teachers knowledge, experience and resources about the translation industry.  Presenters will discuss topics and trends related to machine translation (MT) and post-editing technologies.

Tanja Schmidtanja_schmidtt, Welocalize MT program manager and member of Welocalize Technology Solutions Team, is a featured speaker at SATT 2016. She will share expertise and knowledge in her planned industry case presentation, which focuses on Welocalize’s approach to MT.

“SATT 2016 is an important education program for professional translators to keep up-to-date with how the latest language technologies are being developed and utilized in real-life, commercial solutions,” said Olga Beregovaya, Welocalize’s VP of language technology solutions at Welocalize. “Welocalize works with many global brands, integrating MT and post-edited MT programs into localization strategies with great success. We look forward to sharing our MT experiences and innovations at SATT 2016.”

The SATT 2016 will teach professional translators, language service providers and translation educators the basics of MT, as well as the relevant aspects related to its application to post-editing from academic, professional and commercial perspectives. For more information and to register, visit http://satt2016.fbk.eu/.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1000 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Hungary, Japan and China. www.welocalize.com

Welocalize’s Global Force Shares Next Generation Multilingual Content Solutions at Content Marketing World 2016

Frederick, Maryland – September 1, 2016 – Welocalize, global leader in translation and localization solutions, is exhibiting at the upcoming Content Marketing World Conference and Expo taking place at the Huntington Convention Center of Cleveland, in Ohio, September 6-9, 2016.

Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency, will be exhibiting alongside Welocalize at the CMWorld 2016 to share specialized expertise in next generation content, transcreation, digital content, SEO, mobile marketing and cultural adaption.

Welocalize and Adapt Worldwide multilingual digital marketing and globalization experts will meet with leading brand marketers at booth #37 to discuss global content solutions, including strategies and methods for adapting various forms of content into more than 175 languages.

“Content Marketing World 2016 is an incredible opportunity for us to engage with content marketing professionals from around the world whose primary objective is to engage their international audiences through effective global brand marketing,” said Jamie Glass, CMO and EVP of global service lines at Welocalize. “Welocalize and Adapt Worldwide have unique and expansive knowledge to share about how to utilize all types of content, platforms, and channels to reach targeted audiences. We look forward to meeting with our partners, clients and brand marketers to learn how our global force can help support their international business goals.”

During the exhibition, participants visiting with Welocalize and Adapt Worldwide will receive the quintessential “Global Content Guide for Content Marketers,” with tips on how to target geographic regions around the world.  Welocalize will also be releasing a new whitepaper for managing multilingual user generated content at the event.

As sponsors of the special session, “Creating an Intelligent Content Framework,” Huw Aveston, general manager and co-founder of Adapt Worldwide, will be sharing tips for learning the language of digital marketing as well as introducing the presenters Ann Rockley and Charles Cooper.

content marketing world 2016 blackContent Marketing World 2016 will bring together 4,000 marketing and PR professionals from more than 50 countries to learn from 225 speakers, including the keynote presenter and award-winning Star Wars actor, Mark Hamill. For more information on Content Marketing World, visit www.contentmarketingworld.com.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1,000 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan, Hungary and China. www.welocalize.com

Adapt Worldwide, a Welocalize multilingual digital marketing agency, helps brands expand their global reach across markets and platforms in more than 175 languages. Increasing demands for an integrated approach between marketing and localization, Adapt Worldwide assists through the cultural adaption of content across digital channels. Our broad range of specialized digital and language services include search engine optimization (SEO), app store optimization, copywriting, transcreation, mobile, web and paid amplification. Based in London, with operations in 21 global offices, Welocalize acquired Adapt Worldwide in 2015. Adapt Worldwide was formerly known as Traffic Optimiser. www.adaptworldwide.com

###

The Power of Smarketing in Localization

IMG_0380At our recent LocLeaders event in Dublin, I shared some of the globalization program approaches I have seen which have generated the most successful outcomes.  Welocalize is fortunate to work with many great companies and we have seen many different ways of tackling challenges.  Here is one the most successful approaches I have seen.

“Smarketing” 

This is a combination of a global sales and marketing approach that is not centered solely on a revenue KPI, instead it centers on customer retention and customer experience.

This sounds straightforward enough; however, it significantly changes the approach to localization quality assurance (Loc QA).  Loc QA is typically a translation quality measurement exercise completed by linguists.  This exercise has merit, thought it misses the more important aspect of the quality of the user experience. Translation quality scores are of little use in making strategic business decisions.

The more successful programs I have seen build quality validation around use case scenarios and business KPIs rather than translation quality scores.  These types of programs garner a greater translation budget by aligning with user experience and digital marketing objectives.  Instead of cost per word, they measure cost per click. Instead of turn around time, they measure time on the site. Instead of translation quality, they measure how well and how quickly the user achieved their desired result. Instead of total words translated, they measure total conversions on the site.

Localization becomes much more strategic in the realm of digital marketing, because the social media costs of getting the message and user experience wrong are so high.  As the saying goes, “follow the money.” Align your program with the quality of the user experience, and increased budget for localization will follow.

DSC01290I would like to extend my thanks to everyone who participated at LocLeaders 2016 in Dublin, attendees and panelists. I look forward to meeting with you again in Montreal, Canada, where we will hold our next LocLeaders event on October 26.

Smith

 

 

 

Why Localization Leaders Flock to LocLeaders

DSC01299The overriding objective for all Welocalize LocLeaders Forum events is to facilitate discussion and share experiences about localization. Many of our customers and industry colleagues have LocLeaders as a regular commitment in their diary, often favoring LocLeaders over other industry events. Why? For some attendees, LocLeaders events have a therapeutic quality and they find they come away reinvigorated, better connected and energized with fresh ideas. Welocalize does not preach, present or deliver a sales pitch. We create a forum and trusted environment for attendees to discuss globalization topics among themselves and identify areas that are challenging their everyday decisions.

LocLeaders Forum 2016 in Dublin was no different. We welcomed attendees from large and small companies, multiple vertical industries and all at different stages of localization maturity. We discussed real problems and shared anecdotes and war stories all centered around localization.

There were many topics we could have discussed at LocLeaders Dublin; however, this year we singled out a few areas for discussion that we felt reflected the current climate and provided substance to the overall theme for the day, “Expanding Your Global Reach.” Here are some of my highlights from some of the key discussions that took place at LocLeaders Forum 2016 Dublin.

One-Size-Does-Not-Fit-All

Localization, globalization, translation, multilingual content – all complex areas. Taking products and services into new, global markets involves many steps, disciplines and processes full of moving parts. It’s a fast-moving dynamic experience where things change all the time. You can’t put one simple process in place with rigid measures and expect it to work into all eternity. One of the key outputs from LocLeaders is that for truly successful globalization, you have to be flexible and customize the various parts for your organization – one-size-does-not-fit-all.

Quality will Always be Subjective

qualitypanelContent and translation quality and how you measure it will always be subjective to everyone involved. Each individual with a vested interest in quality output will have their own expectations, ideas and opinions on translation quality, often depending on their role and where they reside in the organization – product marketing, translator, reviewer or technical author. At LocLeaders, we listened to our great colleagues at Dell, F-Secure and Ciena and one thing was consistent – they have all codified what is important to them from a quality perspective and come up with different models that can measure and deliver quality with varying levels of customization. At Welocalize, we’re incorporating and customizing the TAUS Dynamic Quality Framework (DQF), an industry standard framework for evaluating translation quality, that allows for subjective (as well as objective) measures. You can use an industry model but each organization must come up with the right, bespoke processes to deliver quality that suits them.

We also learned how some organizations are saving millions by getting rid of the QA process and applying QA at source. By improving the level of quality “upstream” at the source content, there is no need to perform QA “downstream” at the translation stage. As an industry, we have to create an environment of trust where clients can gradually relax their investment in quality at the latter stages of the localization and translation process and focus on creating source content with localization in mind.

In-Country Review Perspective & Measuring Success

As part of the discussions on optimizing in-country reviews, we all agreed that no-one works in a silo anymore. Whether localization is centralized, decentralized or made up of a virtual team, responsibility is dispersed throughout the organization. Many people have to be involved in the in-country review stage from a linguistic and legal perspective. It’s important to frame the review process with a set of instructions, depending on the content. What checks do you want your reviewers to perform? How will the content be used? Do reviewers need to be trained on the product or service to see the content through the eyes of the customer? Success is measured on how a customer reacts to a piece of content, not how many potential linguistic errors.

A big part of the localization leaders discussions throughout the day was how we measure success in our localization activities. The approach to this is changing. We measure success based on whether our multilingual content is having the desired effect on customers. Instead of measuring quality and reviewers in terms of errors, it’s all about measures driven by the business. Is this content generating leads? Are customers resolving issues quicker and with fewer touch points? Do we have more traffic to our website? Are we generating revenue?

This change in approach has to bring us out of our silos – localization teams must work closer with sales and marketing. Learn each other’s vocabulary and add synergistic value. The teams are interdependent.

To expand our global reach, growth will come out of emerging markets. We can gain traction in existing markets but for real impact and growth, new language markets will provide significant opportunities.

If you attended LocLeaders Dublin 2016, I hope you gained great value and were inspired from exchanging thoughts with your localization peers. For those who could not make it, I hope to see you at the next Welocalize LocLeaders Forum in Montreal, Canada in October.

189_CreativeFocusIncGarry

Garry Levitt is General Manager of UK and Vice President of Europe at Welocalize.

 

 

 

 

 

Agostini Associati Sponsors Top Legal Corporate Counsel Awards in Milan

Frederick, Maryland – July 5, 2016 – Agostini Associati, a Welocalize company and leader in financial translations and language services, is sponsoring the Top Legal Corporate Counsel Awards taking place in Milan, Italy, July 5, 2016.

top legal awardThe Corporate Counsel Awards is organized by Top Legal and is one of the most important events in Italy for lawyers and accountants working within the corporate environment. As one of the event sponsors, Agostini will be presenting a special “Excellence Award” to the best corporate counsel team in 2015. This award will be given out at the special gala dinner held in Milan by Agostini’s Sales and Marketing Manager, Guido Panini.

“Agostini works with many corporate counsels supporting them with high quality translations for mission-critical financial and legal documentation backed by more than 19 years of specialist translation experience in the financial and legal sector,” said Guido Panini, sales and marketing manager at Agostini Associati. “We are delighted to be actively participating in the Corporate Counsel Awards 2016, recognizing the hard work of many of our colleagues in the Italian legal sector. We look forward to sharing our knowledge and expertise on how to develop legal and financial documentation that is destined for a global, multilingual audience.”

Agostini is a recognized world leader in financial translations and provides a wide range of language services to many top financial, taxation and legal firms in Italy. The company provides translation and interpreting services to more than 700 clients. Agostini was the first Italian company in the translation sector to achieve UNI EN ISO 9001 certification and one of the first companies in Europe to gain UNI EN 15038:2006 certification. As a Welocalize company, they provide specialist translations for a wide range of documentation including company reports, transfer pricing content, mergers and acquisitions documentation and earning reports.

For more information visit http://corporatecounselawards.toplegal.it/.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 800 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com

Agostini Associati, a Welocalize company, is the choice provider for Italian and global companies. Since 1997, the Agostini team has been providing high-quality, value-added services in the management of all foreign language translations, with an unconditional guarantee of punctuality, quality and efficiency. www.agostiniassociati.com

Welocalize’s Nova Exhibits at DIA 2016 Annual Meeting

Frederick, Maryland – June 22, 2016 – Nova, a Welocalize company and leader in specialized language services for life sciences and regulated industries, is proud to sponsor the upcoming DIA 2016 52nd Annual Meeting taking place at the Pennsylvania Convention Center in Philadelphia on June 26-30, 2016.

DIA 2016 is the world’s largest global life sciences event, bringing together key thought leaders and innovators from all areas of health care, product development and life cycle management. As an exhibitor, Nova will be sharing expertise and best practices on the important role that language solutions and translation plays in clinical trials, patient recruitment, medical device and pharmaceutical content, as well as regulatory affairs material and documentation.

Nova language service experts will host a series of discussions at the DIA 2016 event at booth #733 related to translation best practices and solutions tailored specifically to the global life sciences industry.  Attendees can also enter to win a trip to Nova’s headquarters and Welocalize’s life science center of excellence in Barcelona, Spain.

“Content within the life sciences industry can be complex and heavily regulated, which is why it is important to use specialist translation skills to ensure any output is accurate and legally accepted in all target countries,” said Consol Casablanca, general manager of Nova, a Welocalize company.  “We are excited to have strong presence at DIA 2016 and are looking forward to developing relationships and sharing our experience to help our life sciences colleagues manage content in multiple languages.”

With more than 7,000 attendees expected at this event, DIA 2016 is the largest global interdisciplinary gathering of life sciences professionals. For more information visit http://www.diaglobal.org/flagship/dia-2016.

DIA 2016 Welocalize Nova

About Nova, a Welocalize company, provides regulated industry language solutions including translation, web and marketing localization, interpretation and multimedia services. Nova primarily focuses on services for the life sciences industry, including biotechnology, pharmaceutical and medical device, with emphasis on specialized language solutions for clinical research (CRO), patient recruitment (PRO), medical device content, compliance and regulatory affairs material. Nova was established in 1998 and is headquartered in Barcelona.  As a Welocalize company, they have 18 global offices and provide language solutions in 175 languages. http://www.nova-transnet.com/ and http://www.nova-transnet.com/life-sciences-translations

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 800 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com

Three Tips to Achieve Optimum Localization Quality

By Wayne Bourland, Director of Translation at Dell

Slide5How do you achieve optimum localization and translation quality? It’s a million dollar question on the lips of most localization professionals and one that we discussed at length at the Welocalize LocLeaders Forum 2016 in Dublin. Quality is a moving target and it does depend on content type and audience.

The ultimate measure of quality is whether your customers engage with your content and receive a great customer experience. You can have matrices fixed around quality that measure the number of translation errors per 1000 words; however, at the end of the day, customer satisfaction is the best measure of quality. It’s not just about the matrix and the KPIs.

You need a holistic view of quality to understand all your international user’s needs. When someone is shopping on Dell.com in Italian or German, they don’t know or care that the source content may have started life in English. No one looks at the quality of the initial content, whether user assistance or marketing materials. Online shoppers simply judge whether their own local experience was a positive one and whether they want to go back. Whether you’ve used MT or human translation, look at the customer experience to measure whether you’ve delivered optimum quality in all language variants.

Gather External Feedback

Dell_Logo-300x299One of the challenges on measuring translation quality on customer experience is gaining feedback from the right sources. We can gather a lot of internal feedback, from product, translator and reviewer teams and we need more from external users. For Dell.com, we do have external feedback surveys but we get feedback mainly on the buttons and navigation, rather than the actual content. Feedback is key and identifying effective ways to gather it will be key to successfully measuring quality in the future.

Take Translators through the User Experience

Giving insight and in-context knowledge to translation teams will also give better quality output. If you can pre-board translators and copywriters and expose them to product training and how their content is going to be used, then you connect translators with the end content and product. They feel part of the overall content creation team and will produce better localized output which will require less review cycles.

Look at Source Content

Wayne LocLeaders Forum 2016One area where you can also improve localization quality is to look at the source content. How good is the source content? If the source English is bad then any localized versions will follow suit. Internal feedback loops can help identify problems in the source earlier in the localization process before the overall translation and review process starts. If you get the right levels of quality from the beginning, then you have less to worry about in any subsequent localized versions.

Ultimately, we’re looking to create a localization and translation system that gives our customers the best experience possible, with minimal friction internally. Looking at translation errors won’t give you an indicator of optimum quality. Great brand equity, increased sales and revenue, low complaints and returns will tell you whether your customers are happy.

Wayne

wayne-bourlandWayne Bourland is Director of Translation at Dell and recently participated as a featured guest panelist at Welocalize’s LocLeaders Forum 2016 in Dublin, Ireland.  You can read more about the Welocalize and Dell.com relationship in our Dell Case Study 2016.

Managing Effective Machine Translation in an Ever Changing Environment

Recap of LocWorld31 Presentation and Interview with Olga Beregovaya, Welocalize VP of Technology Solutions

155_CreativeFocusIncWelocalize Vice President of Technology Solutions Olga Beregovaya joined Pablo Vasquez from NetApp to deliver a joint presentation on machine translation at Localization World 2016 Dublin. The presentation, “Managing an Effective MT Program in an Ever Changing MT Environment,” generated many thought-provoking discussions for LocWorld31 attendees and those enterprises who use machine translation (MT) solutions as part of their localization program.

Many enterprises tend to stick with their existing machine translation (MT) programs out of fear of the unknown and may have perceptions that there are high risks associated with migrating to a new MT program or adding an MT provider to their engine pool. The LocWorld joint presentation tackled these fears by outlining some of the facts and dispelling fears. The key message was to have an OPEN MIND.

In this interview by Louise Law, Welocalize Communications Manager, Olga highlights some of the primary considerations for enterprises when looking to migrate to the “next best” MT system, along with factors that may drive an enterprise customer to make the migration decision. Click here: LocWorld Presentation Managing MT to see Olga and Pablo’s LocWorld31 presentation, “Managing an Effective MT Program in an Ever Changing MT Environment.”

MT is always high on the list of key topics at LocWorld, what was the overall objective of your and Pablo’s presentation?

Our main objective was to talk to our LocWorld audience about following the innovation in language technology and approaching your MT strategy with an open mind. Pablo and I have worked together on multiple MT implementations and we wanted to share a hypothetical view of what would be involved in changing your MT system. If you want to add an engine to your pool or replace an MT engine, there should be no fear and you should be open minded. We’re talking innovation and disruption. When considering MT migration, many enterprise organizations think about whether they will lose they will lose their existing good work and whether it will deliver immediate ROI. These are all natural considerations but to keep your localization program fresh and ahead of the competition, you need to challenge your existing systems and the MT status quo. You have to have an open mind to succeed.

Why would you change MT systems?

MT engines are continually evolving and improving, delivering faster and better output and operating on more scalable systems. The level of effort from changing from one MT approach to another is now lower than, say, 10 years ago.

There may be performance problems with the existing MT systems. Lower quality output, speed and old high pricing models are some of the main reasons why enterprises look to switch. Clients are looking for innovative approaches to pricing MT. Price per word doesn’t work anymore, nor do expensive annual licensing models. Clients want a pricing structure that reflects level of MT use captures the quality and utility of the MT output.

What are some key considerations for global enterprises when thinking of migrating or adding MT systems?

When you change from one system to another, whether it is changing from RBMT/Hybrid to SMT or between SMT systems, you need to realize that your translators will see new errors, whether coming from the engine output quality or from integration issues.  There can be fewer errors, but they are very likely to be different. .

If you look at a new system, then integration and MT interoperability is extremely important. If you can’t smoothly integrate systems, then this will pose translation and engineering challenges for the translators and post editors. Each MT engine will produce different challenges and the translators and post-editors will notice these. For example, tags and placeholders could be problematic. The team must tune into a new mind set focused on how handle these new error types.

Dictionary support is also key and there are various ways terminology can be supported by an MT system. Will the new system support dictionaries? Especially if a lot of time and money has been spent building dictionaries in the existing system.

Feedback loops are also critical to the success of an MT system. If you don’t have dialogue with engine developers, then they’re essentially developing in the dark. Feedback must be delivered.

Clients are also looking for analytics on engine performance and quality for both predictive analytics and analytics after projects. If you come across a system that helps model post-editor behavior based on predictive analytics, then that engine is going to win over any other basic well-performing MT engine. Consider whether you want analytics as part of your solution.

There is a lot of talk in the industry about connectors and interoperability. How does this impact MT migration?

Connectors and interoperability play an important role in any enterprise MT program. At Welocalize, we pay a lot of attention to how the MT engine is integrated with our TMS solution, GlobalSight. Today, GlobalSight has many connectors into many of the leading MT engines, including: MS Hub, Google, Asia Online, ProMT and Iconic Translation Machines. We have four more connectors in development

We believe strongly in good engineering. While the engine quality is great, with the right connector to seamlessly integrate the system, without messing up segmentation, then any many problems simply go away and the post-editor experience is significantly more pleasant. Put a lot of effort into robust APIs and MT migration and integration becomes low risk and pain-free.

What’s in the pipeline at Welocalize for MT and language technology?

As a sneak preview, we are working on a universal connector. A universal connector allows us to integrate all MT engines into a single piece of middleware which allows us to expand our engine pool. We don’t want to reinvent the wheel for each client. One universal connector fits all. You simply drop into a client’s environment and customize as and when is needed.

Also, just like almost everyone involved in machine translation field, we are also experimenting with neural MT and the results are very encouraging.

Do you have one piece of advice for anyone looking to change the MT system?

weMTConsult an expert before making a big change. If you talk to a global provider like Welocalize, we can provide AB testing and analysis of existing and proposed MT systems. We can help with solid analysis and make implementation recommendations.

One final word of advice, don’t get too carried away with industry buzzwords and breakthrough MT technologies. Make sure your engine is implementation and production ready. Use something that has been tested commercially.

Click here to view LocWorld31 Presentation: Managing an Effective MT Program in an Ever Changing MT Environment.

For more information on Welocalize weMT solution, click here.

Welocalize LocLeaders Dublin 2016 Focuses on Expanding Global Reach

qualitypanelAs part of a week of localization events in Dublin, Welocalize held its popular LocLeaders Forum event at No. 6 Kildare Street in Dublin, home of the Royal College of Physicians of Ireland. True to its surroundings, the forum discussed, diagnosed and dissected many aspects of localization and globalization. The theme was expanding your global reach and overall, the prognosis was good. There are many growing opportunities for organizations to reach new international and cultural markets and localization is a key enabler.

The room contained many localization leaders from global brands all over the world and Welocalize’s most senior management, including Smith Yewell, Welocalize CEO who opened the day’s session. Having co-founded Welocalize in 1997, Smith is a localization veteran and has an incredible innovative and visionary approach on how organizations can grow globally and produce culturally adapted content that speaks to its target audience. Having open, transparent discussion events like LocLeaders Forum, gives clients, colleagues and industry leaders the opportunity to freely discuss challenges, develop remedies and share their joy and pain. Here are some of the big discussions that took place at LocLeaders Dublin 2016:

  • Evolution of localization quality. There are many common themes that challenge global business and quality is one of them. Quality is always high on the agenda of any localization event. How to measure translation quality, how to define quality KPIs and how to work in harmony with the various parties involved in the quality process. Although quality is a well-discussed topic, the industry is evolving in how it sees quality. Linguistic accuracy is not always the highest priority.
  • Optimum quality is now a moving target. It depends on content type, industry, customer use, expectations and overall business objectives. Most LocLeaders attendees recognized that rigid quality control for certain content types, like digital marketing can kill creativity and effectiveness in local markets. This can cause challenges when implementing a company-wide quality program but it also opens up opportunities. Recognizing that certain content can be translated to lower levels, like user generated content for example, gives clients the opportunities to translate more with static localization budgets.
  • Gaining user feedback. Are we publishing content that our users want? Is it fit for purpose? User feedback is deemed the ultimate measure of quality, especially with most content published online. Digital content allows a two-way conversation to take place. When you purchase a laptop from Dell.com, there are many opportunities to collect feedback not just on the product, but also on the overall user, e-commerce and content experience. Localization plays a key role in every step and touchpoint of the online experience so it makes sense to gain feedback about whether the user experience was local and culturally relevant with no glaring errors or glitches. Obtaining positive user feedback or garnering less complaints from internal and external audiences is the best measure of quality.
  • How to best manage in-country reviews? In-country review models can provide an excellent part of the quality process but can also cause problems. Quite often, in-country reviewers are not actually employed to review – reviewing content is something they do outside of normal working hours. This can be time consuming and slows down the localization process. The morning panel discussion on in-country reviews, led by Garry Levitt, Welocalize VP of Europe featured representatives from Nielsen, Spil Games and Videojet. The panel all agreed that the role of the language service provider (LSP) was crucial, especially as most clients do not have in-house translation resources and rely on LSPs for an outsourced localization process. Having a good partnership with an LSP was likened to having access to group therapy. Trust is important. 
  • Setting expectations and good communication. This is key to success with in-country review systems. If individual countries have estimated delivery time guidelines and localization teams set expectations correctly, then product launch teams can stream content and express concern if there are any expected delays. Standardizing the flow to all stakeholders helps regulate the internal process but it was agreed that all teams have to be realistic with some element of flexibility.
  • Source content impacts quality. One of the leading components to the delay in the in-country review process is the quality of the source materials and access to information to enable in-context reviewing. Garbage-in, garbage-out. If your source isn’t effective irrespective of content type, than any subsequent translated materials will follow the same levels of quality. Bad. Having localization teams working closely with the marketing teams developing the source can lead to a better and smoother translation process.
  • Understand digital marketing process. Digital was a big discussion topic at LocLeaders Dublin. Digital content is today’s main media channel and the afternoon session at LocLeaders was dedicated to multilingual digital marketing. Huw Aveston, co-founder and managing director of Adapt Worldwide led the session, reviewing the overall consumer journey and discussing how localization translates to sales and revenue.

huwpresentWith access to so much online information, a buyer’s journey has changed significantly. Huw talked us through some interesting statistics, including the fact that 91% in B2B researchers use smartphones throughout the path to purchase and 70% of buyers use online video as part of their research.*  Social media has also changed the way we surf and shop with huge amounts of consumer reviews and product feedback posted every minute. Most audiences are now self-directed and are 57% of the way towards making a decision before reaching out to a potential vendor.**

Online content really is king. Content must resonate linguistically and culturally with all local markets. Digital campaigns are an excellent way to grow global markets and from a business strategy perspective, it is relatively easy to measure the economic benefit of translation in digital marketing by calculating cost per clicks and conversion rates. Driving a multilingual digital marketing strategy gives measurable revenue and competitive advantage.

 Huw rounded off his session with The Digital Challenge Quiz. Each team worked together to answer a sessions of questions and challenges relating to how much they knew about digital marketing, including calculating the return on investment for a multilingual digital campaign. It was fun and also incredibly insightful. Most attendees agreed that their knowledge of digital increased significantly and were in a better position to work with their global marketing colleagues to understand and roll out better campaigns destined for multiple markets.

Some of the best localization minds in the business attended LocLeaders Dublin. The benefits and value of attending were obvious. Discussions carried on after the event and continued at Localization World Dublin 2016 which took place after LocLeaders. It was another superb Welocalize event, made better by the expert insights of my colleagues at Welocalize and the global brand leaders who played such an active and important part of the day.

louisebadgeLouise

Louise.law@welocalize.com

Louise Law is Global Communications Manager at Welocalize

*Google Millward Brown Digital B2B Path to Purchase Study 2014: Google Internal Data

**Think B2B with Google

 

Welocalize Discusses MT and Quality at 2016 TAUS Events in Dublin

Frederick, Maryland – June 3, 2016 – Welocalize, global leader in innovative translation and localization solutions, will be hosting and participating in panel discussions on hot topics relating to translation automation, machine translation (MT) and translation quality at the TAUS Industry Leaders Forum, June 6-7 and TAUS Quality Evaluation (QE) Summit on June 8. Both events take place in Dublin, Ireland.

At the TAUS Industry Leaders Forum, Welocalize VP of Language Technology Solutions Olga Beregovaya will host a session and panel discussion on Tuesday, June 7, at the Clontarf Castle Hotel in Dublin. The session, “Moving from Cro-Magnon Era (Thinking) of Language Services,” focuses on the topic of innovative business and pricing models in translation and will challenge the long-established ways of viewing and pricing translation and localization services.

The TAUS Industry Leaders Forum is a unique gathering of business leaders and experts in internationalization and globalization from global organizations who will join in a dialogue with executives and key leadership from the world’s largest Language Service Providers. The TAUS Industry Leaders Forum focuses on common issues and challenges for creating more efficient translation processes.

“The way we view translation automation and efficiency has evolved significantly over the past years and machine translation now provides global organizations with commercially robust solutions for meeting quality levels and increasing efficiency in the translation workflow,” said Olga Beregovaya, VP of language technology solutions at Welocalize. “TAUS events are always excellent forums for sharing best practices and advancements in language technology solutions and TAUS discussions contribute significantly to our moving forward as an industry to help clients publish more multilingual content at their desired quality levels.”

TAUS_member_markWelocalize is a member sponsor of TAUS. For more information about TAUS, visit www.taus.net.

About TAUS – TAUS is a resource center for the global language and translation industries. Our mission is to enable better translation through innovation and automation. We envision translation as a standard feature, a utility, similar to the internet, electricity and water. Translation available in all languages to all people in the world will push the evolution of human civilization to a much higher level of understanding, education and discovery. We support all translation operators – translation buyers, language service providers, individual translators and government agencies – with a comprehensive suite of online services, software and knowledge that help them to grow and innovate their business. We extend the reach and growth of the translation industry through our execution with sharing translation data and quality evaluation metrics. For more information about TAUS, please visit: https://www.taus.net

About Welocalize – Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 800 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com
###

Welocalize Sponsors and Presents at Localization World 2016 in Dublin

Frederick, Maryland – June 2, 2016 – Welocalize, global leader in innovative translation and localization solutions, is a sponsor and exhibitor at the upcoming Localization World 2016, taking place at the Convention Centre Dublin, June 8-10.

locworld-main-logoWelocalize language solutions experts will be sharing insights and presenting best practices related to the LocWorld31 conference theme, “Engagement of Global Customers.” The Welocalize team will meet with clients and industry colleagues at exhibition booth #45 to discuss globalization and supporting the entire product lifecycle through specialized services, including multilingual digital marketing, transcreation and cultural adaption, quality validation, language automation, patent protection and agile localization.

Welocalize Vice President of Language Technology Solutions Olga Beregovaya will join Pablo Vazquez from NetApp to deliver a joint presentation, “Managing an Effective MT Program in an Ever Changing MT Environment,” on Friday, June 10 at 9:00 AM.

Welocalize Vice President of Corporate Development Tuyen Ho is hosting the LocWorld31 Growth Strategies Round Table to stimulate discussion around mergers and acquisition activity in the language services industry. This half-day interactive session takes place on Wednesday, June 8.

“Welocalize is looking forward to participating in the Localization World 2016 Conference in Dublin through our supporting sponsorship, interactive exhibition and informative presentations,” said Smith Yewell, CEO and co-founder of Welocalize. “We are eager to meet with localization professionals and global organization business leaders to share updates about our recent acquisitions in life sciences and multilingual digital marketing, which expands our diverse capabilities and expertise in addressing globalization needs across all industries, from pharmaceutical to consumer products.”

Dublin 2016Welocalize will host LocLeaders Forum 2016: Expanding Your Global Reach, on Wednesday, June 8 at No.6 Kildare Street in Dublin, home of the Royal College of Physicians of Ireland since 1864. This exclusive event is a unique opportunity to bring together language service colleagues, clients and peers to share experiences and talk openly about current localization challenges and opportunities.

“We will be welcoming business leaders from a number of leading global organizations to take part in our exclusive LocLeaders Forum in Dublin,” said Jamie Glass, CMO and EVP of global service lines at Welocalize. “Clients and localization experts will participate in a dynamic exchange of ideas about trending topics, including optimizing quality in localization, in-country reviews and validation, as well as bridging the digital divide between marketing and language services.”

LocLeaders Forum hosts include Smith Yewell, Welocalize co-founder and CEO, Paul McManus Welocalize chief customer officer and Huw Aveston, co-managing Director of Adapt Worldwide, a Welocalize Digital Multilingual Marketing Agency. To register for LocLeaders Dublin, go to http://bit.ly/LocLeadersDublin16.

For more information about Localization World 2016 Dublin, visit http://locworld.com/events/locworld31-dublin-2016/.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 800 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com

 

Welocalize Discusses Project Management Responsibilities at Localization Institute Round Table Event

Frederick, Maryland – May 18, 2016 – Welocalize, global leader in innovative translation and localization solutions, will share industry expertise and lead discussions at The Localization Institute’s 2016 Localization Project Manager Round Table event at the Clark Kerr Campus, University of California, Berkeley, taking place May 18-20, 2016.

Welocalize Enterprise Program Director, Samantha Henderson, is a selected member of The Localization Project Manager Round Table Advisory Board, along with senior localization experts from global organizations and language service providers. The Advisory Board develops the agenda for the event and facilitates topics and presentations at the 2016 Localization Project Managers Round Table. Samantha will lead and moderate the session “PM Responsibilities,” on Thursday, May 19.

“Welocalize is delighted to support The Localization Institute and participate in the upcoming Localization Project Manager Round Table, as well as share expertise and best practices on important localization program management topics,” said Samantha Henderson, enterprise program director at Welocalize. “Strong project management is fundamental in successful localization programs and it is important we continue to better understand the localization program environment to evolve the skills and techniques needed to meet today’s globalization requirements.”

localization institute logoThe round table attendees and speakers have extensive experience in localization project management and many of the discussions and presentations deals with advanced topics, including stakeholder management, metrics and KPIs, agile content development, automation and quality management.  For more information about the Localization Project Managers Round Table, please visit: http://www.localizationinstitute.com/event/2016-localization-project-managers-roundtable/

About Welocalize: Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 800 employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com

 

Welocalize and Adapt Worldwide Sponsor and Present at Texas Marketing Summit

FREDERICK, MD and HOUSTON, TX–  Apr 26, 2016 – Welocalize, global leader in innovative translation and localization solutions, will share expertise about multilingual digital marketing as sponsors and presenters at the Texas Marketing Summit taking place on April 28, 2016, at the Hyatt Regency Hotel in Houston, Texas.

Huw Aveston, managing director of Adapt Worldwide, a Welocalize multilingual digital marketing agency, will be a featured panelist in the discussion, “Building a Successful Agency and Brand Collaboration.” This session will focus on how marketers and their creative partners build and sustain a collaborative partnership to grow market share and expand their digital footprint.

Welocalize’s localization and digital marketing team members will be on hand at the summit to discuss marketing strategies and the role of globalization in today’s global economy. They will be sharing knowledge and insights on how to best expand global reach through multilingual digital marketing content.

“Welocalize partners with global marketers to help culturally adapt digital marketing materials and activities into languages and visuals that best represent the brand and target market audience,” said Jamie Glass, CMO and EVP of global service lines at Welocalize. “Welocalize and Adapt Worldwide are delighted to be actively participating at the Texas Marketing Summit and we look forward to exchanging best practices and collaborating with marketing professionals on a broad range of digital and localization topics.”

As the demands for translation and localization services continue to grow for all content types, in particular SEO, web, copywriting and paid media campaigns, Welocalize and Adapt Worldwide will be at the summit to detail specific case studies and examples of how multinational organizations are able to better reach global audiences and consumers online.

The Texas Marketing Summit brings together like-minded marketing professionals, creative and digital agencies and experts from the media technology industry. The summit provides a valuable educational and networking forum for any key decision-maker working in global marketing. For more information visit http://www.icsummits.com/#/texas-marketing-summit/.

In addition to spLocLeaders Houstononsoring the summit, Welocalize is hosting a series of exclusive LocLeaders Local 2016 events at a number of venues across North America in April and May 2016 to digitally connect language services and marketing professionals.

The first Welocalize LocLeaders Local of 2016 takes place at Hotel Sorella CityCentre’s Monnalisa Bar in Houston from 6:00 PM to 8:00 PM on Friday, April 29, the day following the Texas Marketing Summit. The event is a social networking event that connects marketing agency and brand marketing professionals with language pros. The event is hosted by Huw Aveston, general manager and co-founder of Adapt Worldwide, a Welocalize multilingual digital marketing agency, and the Welocalize Houston Center of Excellence. To register for LocLeaders Local Houston on Friday, April 29, visit: http://web.welocalize.com/LocLeadersLocalHoustonRegistration.html.

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 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and the life sciences industry language solutions. With more than 700 employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Italy, Romania, Japan and China. www.welocalize.com

Media Contacts

US: Jamie Glass Email

Welocalize Sponsors and Presents at Localization World 2016 in Tokyo

Frederick, Maryland US and Tokyo, Japan – April 4, 2016 – Welocalize, global leader in innovative translation and localization solutions, is a sponsor and exhibitor at the upcoming Localization World 2016 conference taking place at the Keio Plaza Hotel, Tokyo.

Welocalize General Manager of Japan and Vice President of Asia Pacific, Mark Shriner, will co-present the LocWorld30 Tokyo keynote presentation, “The Growing Importance of Emerging Markets” with Mika Karashima and Rain Lau from Google, Motoki Moria from NEC Corporation and Allison McDougall from Lionbridge. This keynote presentation takes place on Friday, April 15 at 9:00 AM.

locworld-main-logoSenior Director of Corporate Development at Welocalize, Tuyen Ho, is moderating two discussions at LocWorld30 Tokyo. Tuyen will moderate a new LocWorld pre-conference session entitled, “Growth Strategies Round Table,” to stimulate discussion around mergers and acquisition activity in the language service industry. This half-day session takes place on Wednesday, April 13.  Tuyen is hosting a second LocWorld presentation by Chi-Wei Chang from Opower, “Behavioral Design for Everyone,” on Thursday, April 14 at 2:00 PM.

Welocalize executives and business development team members will be on hand at booth #7 to share knowledge and best practices surrounding the LocWorld30 conference theme, “Engaging Global Customers.” Welocalize specializes in developing language solutions for global brands and local Asian companies who require culturally adapting various types of content for local markets to take advantage of growing global business opportunities.

“Welocalize is delighted to be hosting our inaugural LocLeaders Forum 2016 Tokyo event and sponsoring, exhibiting and presenting at Localization World in Tokyo,” said Jamie Glass, CMO and EVP of global service lines at Welocalize. “We look forward to meeting with our clients and localization buyers from around the world who need to engage a language services provider that specializes a broad mix of customer-centric solutions, from localization testing to transcreation.”

LOCLEADERS 2016Welocalize will host the exclusive LocLeaders Forum 2016 Tokyo dinner on Wednesday, April 13. The event will feature our special guest panelists, Yukako Ueda from NetApp, Hyunjoo Han from Autodesk and Tatsuya Hirai from Welocalize. Olga Beregovaya, renowned language automation expert and VP of technology solutions at Welocalize, will be moderating the evening’s panel discussion, “Expanding Your Global Reach.”

Welocalize LocLeaders events are a unique opportunity for clients, colleagues and peers to take part in important discussions and share experiences on many globalization and localization trending topics. This hosted dinner and panel discussion event features members from the Welocalize executive and senior management team, exchanging ideas and challenges with industry peers on the subjects such as machine translation, post-editing, language quality, validation and testing, software localization and go-to-market strategies for organizations working within Asian markets. To register for LocLeaders Tokyo, visit http://web.welocalize.com/LocLeaders-2016-Asia-Registration.html.

For more information about Localization World 2016 Tokyo visit http://locworld.com/events/locworld30-tokyo-2016/.

About Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and the life sciences industry language solutions. With more than 700 employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Italy, Romania, Japan and China. www.welocalize.com

Media Contacts:

US: Jamie Glass, Jamie.glass@welocalize.com

Europe/Asia: Louise Law, louise.law@welocalize.com

 

Welocalize Spotlighted at AMTA XV 2015 Summit

Alexy_amta2015Alex Yanishevsky and Elaine O’Curran from Welocalize’s Solutions Team recently presented at the 15th Biennial Conference of the Association for Machine Translation in the Americas (AMTA). In this blog, Welocalize Senior Manager and AMTA presenter, Alex Yanishevsky provides a summary of the AMTA MT XV 2015 Summit.

The AMTA XV Summit in Miami consisted of three tracks: Commercial Users, Government Users and MT Researchers. Elaine O’Curran, Welocalize Program Manager, and I delivered presentations in the Commercial Track. Elaine presented, “MT Quality Evaluations: From Test Environment to Production.” My presentation, “How Much Cake to Eat: The Case for Targeted MT Engines,” revealed the methodology for training domain-specific engines and provided a case study of the efficacy of such engines.

In the Commercial Track, the AMTA Summit provided a shift from previous summits where the focus was primarily on evangelizing machine translation (MT) to a more mature and stable industry stressing repetition, scalability and measurement of processes. Most presentations focused on the three hottest topics currently being discussed in the MT world:

  • Objectively measuring the quality of MT in production
  • Advanced techniques for engine training
  • The advent of neural networks as the potential future underpinning of MT engines as opposed to the current phrase-based statistical engines

elaine2As MT becomes a mainstay in the localization production process, the question of cost and productivity becomes paramount. Many presentations at the AMTA conference focused on tools to evaluate or estimate the quality of the MT engine output to forecast deadlines and discounts, ascertain where post-editors may be over or under editing and providing linguistic feedback for subsequent engine retraining.

More mature clients are going beyond the initial foray of MT with generic, one-size-fits-all-content engines into targeted engines based on product or domain. There were some excellent presentations that focused on the tools and approaches needed to curate content based on dissimilar characteristics and injection of this metadata into translation units to help group TMs for engine training.

Lastly, there were many discussions on neural networks. Neural networks provide great promise for faster and better MT engines in the future, as evidenced by the keynote presentations from Macduff Hughes, Engineering Director of Google Translate, and KyungHyun Cho from New York University (NYU), as well as the inclusion of neural networks into the latest open source Moses toolkit version 3.0.

All the Welocalize AMTA XV Summit 2015 presentations are posted below. If you would like to discuss any of these topics in more details, please contact me directly.

Alex

alexy@welocalize.com

Alex Yanishevsky’s presentation: How Much Cake to Eat: The Case for Targeted MT Engines

Elaine O’Curran’s presentation: MT Quality Evaluations: From Test Environment to Production

Key Takeaways from Learning 2015

LT2015_masie_crowdElliot Masie’s Learning 2015 event hosted over 2,000 learning colleagues from all over the world. As an engagement sponsor, Welocalize took part in many discussions about the global learning industry and the evolving role of localization.

One of the common themes at the Elliot Masie Learning 2015 event was what IS learning? How do we learn today and in the future? How do we maximize learning experiences and optimize learning content to reach global audiences with varied needs and abilities?

Learning has evolved so much over the years. It no longer takes place just in the classroom. People can learn 24/7, using their handheld devices and by watching TED talks viewed on YouTube in the comfort of their own home. Many of the presentations and discussions at Learning 2015 focused on answering two questions: HOW do we learn? WHERE do we learn? To make learning relevant and available to a wide, multilingual and global audience, localization is a key element in the overall learning strategy.

HOW do we learn? Learning has become more informal. Instead of attending lengthy lectures, students tend to prefer shorter, precise snippets of learning content. There is an increase in the “flip classroom” model – where students typically view a short video before the class session, then the main session can be more focused on interactive discussions and learning exercises. Multimedia has shifted the way we learn. Video is increasingly being used to convey content. To enable all content to be understood by a wide, multilingual audience, the various ways of localizing learning content have to be adapted to the learning content. Some learning content must be localized to a very high standard – videos localized using accurately dubbed voice-overs and new actors. Or alternatively, for lower impact learning content, new techniques like text-to-speech can be deployed to save time and money. Growth in mobile technologies has also impacted how we learn and therefore for learning organizations, how they develop content and user experience. Smartphones and tablets are carried with us at all times and students can now take quizzes and exercises while on the bus home from work or college. To reach a wide audience, learning content has to be developed and tested for multiple platforms, in multiple languages.

WLT2015_monique_sabrina_kayHERE do we learn? EVERYWHERE! Many learners can now learn entirely at home. The growth of the interest and content distribution channels, like YouTube, has enabled learning content to be brought directly to the student. If you watch 15 minutes of TED talks a day, you can amass a huge amount of knowledge about a particular subject. As Sabrina Kay covered in her keynote presentation at Learning 2015, “Life-long learning is a movement, we do it every day, everywhere.”

Continuous access to knowledge materials is great for learning organizations. With more students accessing materials, from anywhere, at any time, it’s a continual process. Content has to be developed appropriately and made available on all platforms to enable students to access the right content for them on the right platform.

There are many differences in the way we learn across cultures and countries. As learning techniques continue to evolve, so must the role of localization. It is key for Chief Learning Officers to have a learning vision and strategy that includes globalization and localization.

I met with many learning experts and colleagues at Learning 2015 and discussed many different approaches to localizing learning and educational materials. If you would like to learn more about reaching a global audience, then please send me an email Monique.nguyen@welocalize.com

Monique

Based in San Francisco, Monique Nguyen is Regional Enterprise Sales Director at Welocalize.

You can read more in our latest white paper, Ready Your Learning Content for Localization to Save Money and Improve Experience.