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The Multilingual Web – Where Are We? Next Generation Localisation

The Multilingual Web – Where Are We? Next Generation Localisation. Josef van Genabith, CNGL & NCLT, DCU. Next Generation Localisation. The Centre for Next Generation Localisation What is Localisation? Mega-Trends in Localisation/Web Where are we today?

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The Multilingual Web – Where Are We? Next Generation Localisation

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  1. The Multilingual Web – Where Are We?Next Generation Localisation Josef van Genabith, CNGL & NCLT, DCU

  2. Next Generation Localisation • The Centre for Next Generation Localisation • What is Localisation? • Mega-Trends in Localisation/Web • Where are we today? • A Framework for Next Generation Localisation

  3. The Centre for Next Generation Localisation

  4. What is Localisation? • industrial process of adapting digital content to culture, locale and linguistic environment • at high quality, speed, volume and low cost • key enabling, value adding, multiplier component of global manufacturing, services, software and content distribution industry • drives products into global markets • social, cultural and political dimension: digital divide

  5. Global Mega-Trends in Localisation • Volume: corporate web content > user-generated content > social media. • Access: desktop web > mobile web (in less than 5 years). • Personalisation: context > task > user.

  6. Access Personalisation Volume The Localisation Cube: Challenges

  7. Access Personalisation Volume Where we are: Traditional Enterprise Localisation

  8. Access Personalisation Volume Next Generation Localisation

  9. Access Personalisation Volume Next Generation Localisation Vision: to enable people to interact with content, products and services in their own language, culture, and according to their own personal needs Mission: technology that allows us to address each point in space at configurable speed and quality

  10. Volume: User (Customer) Generated Content Source: Greg Oxton

  11. Volume: Growth in Customer Self-Service Content • According to the Consortium for Service Innovation: • For every 10,000 calls to Customer Service, • An additional 100,000 customers self-serve on corporate web site. • PLUS an additional 300,000 customers self-serve within external customer forums. • …Only 2.4% of customer queries come to support centre.

  12. Implications of Growth in User Content • Customer Experience, Customer Loyalty are now the key differentiators, not “just” products, features. • How do you ensure consistent customer experience globally, and within external communities and with external content?

  13. A vision of Next Generation Localisation Promoting Multilingual Society Supporting the Global Customer

  14. Trends: Volume, Access, Personalisation

  15. Next Generation Localisation Bulk Localisation Workflow Demos Personalised Multilingual Customer Care Demos Personalised Multilingual Social Network Demos Access Personalisation Volume

  16. A Cohesive Storyline System Service Architecture Next Generation Localisation Factory Personalised Multilingual Social Networking Personalised Multilingual Customer Care Bulk Localisation Workflow

  17. A Holistic View: Content Generation Content Transformation Content Delivery Personalisation Delivery platform Automation Interoperability Integration with Human translation and evaluation Design for Internationalisation Standards Meta-data Training data

  18. A Model Architecture to Manage Complexity SS1 D1 • Components framework • Data/software • Reusable • Standards • Plug&play • Flexible adaptive workflows • connecting components • One the fly .. SS2 SS3 D2 SS4 SS5 SS6 D3 SS7 SS8 SS9

  19. Next Generation Localisation • A BIG picture • Much too big for one player • Needs massive concerted effort • NOT JUST engineering • MUCH BASIC research !!! • Only for the big players? • NO • Components architecture + flexible workflows = strong support for SMEs etc.

  20. Next Generation Localisation Thank you! Questions?

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