Ubiquity, Mobility, and
Immediacy
Paula Shannon
Peter Smith
Carla Hurd
Salim Roukos
Megatrends as the Catalyst
for the Language Industry to Evolve
“The information superhighway is about the global movement of weightless bits at the speed of light. As
one industry after another looks at itself in the mirror and asks about its future in a digital world, that
future is driven almost 100 percent by the ability of that company's product or services to be rendered
in digital form.”
- Nicholas Negroponte
Ubiquity the state or capacity of being everywhere,
esp. at the same time; omnipresence
Adam Greenfield - Everyware
Loc World Berlin - 2010
“Adam Greenfield, Head of
design direction for service
and user-interface design at
Nokia”
ALL Content Delivered to us
WHERE we are and HOW and WHEN we want it
“In Everyware, all the information we now look to our phones or
Web browsers to provide becomes accessible from just about
anywhere, at any time, and is delivered in a manner appropriate
to our Location and Context.”
Ubiquity
Immediacy
Mobility
Ubiquity and the Next 4 Billion
Market Size and
Business Strategy at the
base of the Pyramid
20 Years to get the First Billion
1 year to get the Fourth Billion
“Billions of people will have joined the Internet who don’t speak English.
They won’t think of these things as “phones either - these devices will simply be lenses on
the online world.”
- Susan Crawford, founder of OneWebDay and ICANN Board Member
20 years
4 years
2 years
Data from
Wireless Intelligence
1 years
The Power of Ubiquity – Masses vs. Classes
"Well-intentioned standards bodies and departments of justice
can do their best, but at the end of the day, volume deployment
is the only setter of standards. Ubiquity trumps policy, just
about every time.”
– -Sun Microsystems CEO
Jonathan Schwartz
Engli
sh
Chine
se
Spani
sh
Japane
se
Germ
an
Fren
ch
Portugue
se
Kore
an
Italia
n
Arab
ic
Rest of World
Languages
5
9
0
5
0
8
9
8
6
5
6
4
0
3
4
3
1
2
8
0
10
0
Chines
Arabice
Hindi
English
Spanish
Bengali
Portuguese
Russian
Japanese
German
French
Korean
Javanese
Telugu
Marathi
Vietnamese
Tamil
Italian
Turkish
Urdu
Punjabi
Ukrainian
Gujarati
Thai
Polish
Malayalam
Kannad
a
Oriya
Burmese
Azerbaijani
Farsi
Sunda
Pasht
o
Romanian
Bhojpur
Hausai
Maithili
Malay
Serbo-Croatian
Awad
hi
Uzbek
Yoruba
Dutch
Sindh
Igbo
Amharic
Oromo
Indonesian
Tagalog
Nepali
Assamese
Saraiki
Cebuano
Hungarian
Chittagoni
an
Zhuang
Shona
Madura
Sinhala
Marwari
Magahi
Haryanyi
Greek
Czech
Chhattisgarhi
Fulfuld
e
Deccan
Malagasy
Belarusan
The Next Billion – The Long Tail of Language
Reaching 1 Billion Users requires +/- 127 languages
Connecting Next 4 Billion Users requires more than 1,000 languages
Internet Top Ten Languages
15
9
15
0
Millions of Users
32
9
1,400,000,
000
1,200,000,
000
1,000,000,
000
800,000,0
00
600,000,0
00
400,000,0
00
200,000,0
00
20
0
20
3
© Lionbridge 2008
25
0
30
0
35
0
The “Long Tail of Language” in Action
Microsoft’s Local Language Program
Carla Hurd
Senior Program Manager, Microsoft Corporation
Public Sector Engagement, Local Language Program
LLP Teams on the Ground in South Africa
Local Language Program
Video
12
LLP
LocWorld, Seattle, WA
October 8, 2010
Carla Hurd, Senior Program Manager
carlap@microsoft.com
13
LLP Overview
Access to Technology
History
• Created: March 2003
• Teams: Windows, Office, Visual Studio,
Language Services, Public Sector (LLP)
Purpose
• Provide a collaboration platform for Microsoft, local governments, language authorities,
universities, and local partners
• Orchestrate cross group collaboration for language efforts across Microsoft
• Provide access to technology for our customers!
• Allow customers to reach their full potential
• Bridge the digital divide and create IT opportunities
LLP Mission
A global initiative to provide depth and breadth of language solutions for software
and services to develop the local technology ecosystem to:
14
•
Bridge the digital divide;
•
Preserve and promote language and culture;
•
Enhance the local customer experience.
Microsoft’s Language Efforts
• Language Interface Packs (LIPs)
• Captioned Language Interface Packs (CLIPs)
–
–
–
–
Currently available are 360 downloads in over 81 languages
Newest Microsoft releases:
• 59 LIPs each for Windows7 and Office 2010
• 14 new language additions for Visual Studio 2010
More than 1.7 million words in the user interface required for localization
4.7 million words in user assistance files required for localization.
• Glossary Development
- Sharing our Microsoft IT Terminology with governments
- Microsoft Language Portal – Microsoft Community Terminology Forum (MCTF)
• Public download of thousands of IT terms in TBX format for over 90 languages
• MSDN (Microsoft Developers Network)
Visual Studio Translation Wiki
–
–
–
15
Smart and secured online internet solution
combining Machine Translation, Translation
Memory and Community contributions to
produce full localization of VS documentation
22 Million words
Brazilian Portuguese, New for Visual Studio 2010: Brazilian Portuguese, Arabic,
Czech, Turkish
Local Language Program
1.7 Billion Speakers
Reached
16
LLP: Languages by Locale (85 Total)
Windows, Office, Visual Studio - all LIP & CLIP versions to date
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Afrikaans (South Africa)
Albanian (Albania)
Alsace (France)
Amharic (Ethiopia)
Arabic (Middle East – multiple countries) *
Armenian (Armenia)
Assamese (India)
Azeri (Azerbaijan)
Basque (Spain)
Bengali – Bangladesh (Bangladesh)
Bengali – India (India)
Bosnian – Cyrillic, Bosnia & Herzegovina
(Bosnia & Herzegovina)
Bosnian - Latin (Bosnia & Herzegovina)
Breton (France)
Bulgarian (Bulgaria)
Catalan (Spain)
Croatian (Croatia)
Czech (Czech Republic) *
Dari (Afghanistan)
Estonian (Estonia)
Filipino (Philippines)
Galician (Spain)
Georgian (Georgia)
Greek (Greece) *
Gujarati (India)
Hausa (Nigeria)
Hebrew (Israel) *
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Hindi (India) *
Hungarian (Hungary) *
Icelandic (Iceland)
Igbo (Nigeria)
Indonesian (Indonesia)
Inuktitut (Canada)
Irish (Ireland)
isiXhosa (South Africa)
isiZulu (South Africa)
Kannada (India)
Kazakh (Kazakhstan)
Khmer (Cambodia)
Kiswahili (Kenya)
Konkani (India)
Kyrgyz (Kyrgyzstan)
Lao (Laos)
Latvian (Latvia)
Lithuanian (Lithuania)
Luxembourgish (Luxembourg)
Macedonian (FYRO Macedonia)
Malay - Brunei Darussalam (Brunei)
Malay – Malaysia (Malaysia) **
Malayalam (India)
Maltese (Malta)
Maori (New Zealand)
Marathi (India)
Mongolian – Cyrillic (Mongolia)
Nepali (Nepal)
* Indicates Visual Studio only LLP languages
** Indicates Visual Studio, Windows and Office LLP Languages
17
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Norwegian –Nynorsk (Norway)
Oriya (India) **
Pashto (Afghanistan)
Persian (Iran)
Polish (Poland) *
Punjabi (India)
Quechua (Peru)
Romanian (Romania)
Romansh (Switzerland)
Serbian – Cyrillic (Serbia & Montenegro)
Serbian – Latin (Serbia & Montenegro)
Sesotho sa Leboa (South Africa)
Setswana - Tswana (South Africa)
Sinhala (Sri Lanka)
Slovak (Slovakia)
Spanish (Spain)
Spanish (Chile)
Tamil (India) **
Tatar (Russia)
Telugu (India)
Thai (Thailand) *
Turkish (Turkey) *
Turkmen (Turkmenistan)
Ukrainian (Ukraine)
Urdu (Pakistan)
Uzbek (Uzbekistan)
Valencian (Spain)
Vietnamese (Vietnam)
Welsh (United Kingdom)
Yoruba (Nigeria)
Microsoft Commercial Languages by Locale
Windows & Office (36)
 Arabic (Middle East – multiple
countries)
 Chinese – Simplified (China)
 Chinese – Traditional (China)
 Chinese – Traditional (Hong
Kong)
 Chinese – Traditional
(Taiwan)
 Croatian (Croatia)
 Czech (Czech Republic)
 Danish (Denmark)
 Dutch (Netherlands)
 English (US)
 Estonian (Estonia)
 Finnish (Finland)
 French (France)
 German (Germany)
 Greek (Greece)
 Hebrew (Israel)
 Hindi (India)
 Hungarian (Hungary)
 Italian (Italy)
 Japanese (Japan)
18
Visual Studio (10)
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Kazakh (Kazakhstan)
Korean (South Korea)
Latvian (Latvia)
Lithuanian (Lithuania)
Norwegian (Norway)
Polish (Poland)
Portuguese (Brazil)
Portuguese (Portugal)
Romanian (Romania)
Russian (Russia)
Serbian (Serbia)
Slovak (Slovakia)
Slovenian (Slovenian)
Spanish (Spain)
Swedish (Sweden)
Thai (Thailand)
Turkish (Turkey)
Ukrainian (Ukraine)
 Chinese – Simplified
(China)
 Chinese – Traditional
(China)
 English (US)
 French (France)
 German (Germany)
 Italian (Italy)
 Korean (South Korea)
 Japanese (Japan)
 Russian (Russia)
 Spanish (Spain)
Worldwide Commercial Language Coverage Map (36)
2.3
4 Billion
BillionSpeakers
Speakers
Reached
Reached Worldwide
Worldwide
19
Microsoft Worldwide LLP Potential Reach
Over 4 Billion Speakers*
112 Languages
20
*Data source: Ethnologue.com 9/30/10
The Challenge
21
How do you choose?
• ROI - Establish structured, quantifiable
methodology:
• Consistent metrics across regions and languages
• Consistent across LLP stakeholders (Windows,
Office, VS…)
• Consistent across existing and new languages
• Combine multiple perspectives:
• Proactive – analytical, critical
• Reactive – inclusive of the voice from MS offices
worldwide
• Look at existing and potential new languages
22
Considerations
•
•
•
•
•
•
•
•
•
•
•
Microsoft subsidiary engagement
Government revitalization efforts
Government procurement preference/mandates
Emerging markets/Growth potential
Media content saturation
Internet connectivity
PC penetration
Availability of qualified moderators & translators
Cost
Time to market
Competition
Note: no particular priority order above
23
Existing languages: categorization
Top 10
languages in
Overall ROI
Index
Aligning
Offerings:
Office SKU
but Windows
LIP
Bottom 13
languages
in Overall
ROI Index
EU
candidates
High Cost
Index –
bottom 10
Overall
ROI
Engagement
with subs
Promotion
candidates
Candidates for
reduced support
Maintain support
24
Potential new languages: an analytical approach
Goal to identify next wave of new markets: addressable
market and potential impact
Analysis:
• Languages with >= 3M speakers and UN official
language status: 273
• Special focus on specific markets
• Technical barriers disqualify some languages
• Further refine analysis
LLP:
• Legacy requests
• External pressures (competition, mandates/laws)
• Geo Political concerns
25
Questions?
Resources
•
Microsoft Local Language Program:
http://www.microsoft.com/LLP
•
Microsoft Language Portal Microsoft Technology Community Forum
http://www.microsoft.com/language
http://www.microsoft.com/language/mtcf/mtcf_default.aspx
Office LIP Downloads Language Interface Pack downloads for Office
http://office.microsoft.com/en-us/downloads/HA011133501033.aspx
Windows LIP Downloads Language Interface Pack downloads for Windows
http://windows.microsoft.com/en-US/windows/downloads/languages
CLIP downloads Captioned Language Interface Packs for Office and Visual Studio
office.microsoft.com/en-us/help/HA102898431033.aspx
Ethnologue Language Reference
http://www.ethnologue.com
•
•
•
http://
•
New Language Requests or Inquiries?
Contact your local Microsoft office who can represent the request
LLP Program Manager – Carla Hurd carlap@microsoft.com
26
Appendix
27
Translation
Estimated Total number of words
28
Windows 7
New Language:
400,000 UI words to translate
50,000 UA
Legacy Language:
100,000 new UI words to translate
20,000 updated UI
25,000 new UA
25,000 updated UA
Office 14
New Language:
410,000 UI words to translate
20,000 UA (UA is done in certain
languages only)
Legacy Language:
130,000 UI words to translate
20,000 UA (UA is done in certain
languages only)
mo·bil·i·ty (m-bl-t) n.
1. The quality or state of being mobile.
2. The movement of people, as from one social
group, class, or level to another
Communication as a Basic Human need
Ubiquity, Mobility, Security: The Future of the Internet
By Harrison Rainie, Janna Quitney Anderson, Lee Rainie
The Perspective from the Base of the Pyramid
In “The Bottom Billion,” it was found that as a family’s income
grows – from $1 a day to $4, for instance – additional spending
on telecommunications is the first consideration in finding a way
to leverage even more success.”
At the base of the world’s population
pyramid (BOP) people are buying
phones and airtime.
In 2005, a London Business School
Study reported that for every
additional 10 mobile phones per 100
people, a country’s gross domestic
product increased by ½%
3G Powering Growth in China
Jumping past “just voice and text”
The release of 3G licenses in China
is spurring a wireless data boom,
with national revenues from such
services rising by 18.95% in 2009
and nearly doubling from 2008 to
2013.
China market: 3G users top 10
million at end of 2009, says
MIIT (Dec 25)
im·media·cy (i mē′dē ə sē) - noun
1. the quality or condition of being immediate;
esp., direct pertinence or relevance to the
present time, place, purpose, etc.
Blogging, Posts, Chat, online reporting,
Public Forums, and Communities
Immediacy
Content available instantly more valuable than quality content?.
“And businesses need to get used to it, because
the Good Enough revolution has only just begun.”
– Robert Capps
Content NOW…Based on
Context and Location
Everything is “on demand”
Demand for real-time communication drives
Renewed MT interest
Access to Any Information
Independent of Language
“The language barrier is really a very big problem for
communication. That's especially true for someone who speaks a
language where just a small percentage of the information out there
is available in that language.
A language like Arabic -- where 1% of the information on the Web is
in Arabic -- those people would have very limited access to
information out there. The idea is, can we with the help of
technology and machine translation -- can we break down the
language barrier? So that anyone can access any information -- any
text out there -- independent of the language.”
-Franz Josef Och, Google
Publication Ready
“Good Enough”
Enterprise Multilingual Communication For ALL Content
Real Time Solutions Complement Business Time Services
Lionbridge Real Time
Multilingual
Communications
Lionbridge Integrated
Translation Solutions
Business Time
Real Time
Immediacy
SDL and Automated Translation
Peter Smith
Joint CEO – Language Services
SDL
Content growth
• From 2005 to 2010 information created per year has
grown 5 fold
• In the next 5 years digital information will grow 10 fold
• The Internet has tripled the amount of text read by
people
• In 2009 on average every US citizen received 12.5GB
worth
of text, equivalent to 12 pick-up trucks filled with books
Only 30% of content on the internet is English
Wikipedia only 20% content is English
33% - 69% of end-users unable to use English software
80% of purchasers more likely to buy a product (both client and
server) if it and supporting documents are in local language
Content type
Quality
Domain Specific:
Marketing
Advertising
Software User Interface
Publisher Content
Marketing Content
Product Documentation
Managed Branding
Web Content
Newsletters
Blogs
HR Documents
Wiki
YouTube
Email
Doc Management
FAQ
Product Alerts
Email Support
Instant Messaging
Twitter/Facebook
SEO Tags
Knowledge Base
User Forums
Chat
User Reviews
Utility
Task-Driven
The Future of global content
End-to-end process: managing content
Global
Terminology
Content
Translation
Translation
Automated
Authoring
Management
Management
Memory
Management
Translation
A database
of everything
that has
been written
and translated
before and
can be reused
Managing
the process
of delivering
multilingual
content,
centralizing
translation
memories and
sharing with
translators
Providing an
instant
translation
from a
machine.
Either to
give an
understanding
of the meaning
or combine
with people for
high-quality
output
Writing
high-quality
source
content and
preparing
for
translation
Storing key
brand
terminology
in one
central
location
for all
to access
Storing and
managing
content in
a location
where it
can be
accessed
and reused
Web
Content
Product
Content
Central Store
of Multilingual
Content
Process, technology and people
Domain Specific:
Marketing
Advertising
5
TM
Marketing Content
Publisher Content
Software User Interface
Backed human translation
Product Documentation
Web Content
Newsletters
Blogstranslation
Publishable real-time
HR Documents
Wiki
YouTube
SEO Tags
FAQ
Post-editedProduct
machine
translation Knowledge Base
Alerts
Email
Doc Management
Instant Messaging
2/3
TrustScoreTM
Email Support
Real-timeTwitter/Facebook
translation
User Forums
Chat
User Reviews
Immediacy
IBM and Real Time Multilingual Communication
Salim Roukos
Sr. Manager, Multilingual NLP Technologies
CTO Translation Technologies
IBM
Megatrends in Action
Ubiquity – Digital Content will Continue to grow Exponentially and
“Good Enough”
Mobility – The Next 4 Billion will drive the Long Tail of Language
and Create Opportunities for the Global Multilingual Worker
Immediacy – will drive the
demand for Advanced Language
technology and require the
commercially viable deployment of
integrated MT and TM/MT
White paper on the Intranet: www.lionbridge.com