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New Media Localisation

New Media Localisation. Reinhard Schäler, ADAPT Localisation Consultants Ltd. Overview. Background Findings Recommendations. Background. EU’s IST Programme From Language Engineering (LE) to Human Language Technologies (HLT) A mandate (by industry) for the European Commission (EC)

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New Media Localisation

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  1. New Media Localisation Reinhard Schäler, ADAPT Localisation Consultants Ltd.

  2. Overview • Background • Findings • Recommendations

  3. Background • EU’s IST Programme • From Language Engineering (LE) to Human Language Technologies (HLT) • A mandate (by industry) for the European Commission (EC) • CALL Centres • Advanced Communications • E-Commerce • Localisation

  4. Interviews - research - feedbackLISA GA Madrid Executive round table review and validation of preliminary resultsSLIG ‘98 Micro study phase and review Presentation / PublicationLaunch of IST Programme The LingLink Study Identify business areas that are promising for LE R&D over the next five years, to pave the way for calls for proposals in the Fifth Framework Programme. August ‘98 8 October ‘98 December ‘98

  5. The study • A strategic assessment of the localisation industry • not a market survey • Needs and potential • in relation to HLT and the IST Programme • Focus • digital content and multimedia applications • Client • European Commission • Source • analysis of 3rd party research and • interviews with industry leaders

  6. “Any language that is not captured in this electronic world will soon become obsolete.” David Brooks, Director International Product Strategy, Microsoft The localisation industry isthe catalyst for the inclusive, multilingual information society.

  7. Human Language Technologies (HLT) Multilingual Software = Multilingual Information Society Political focus Business focus Preservation of linguistic diversity cultural heritage Development of business growth competitive advantage Inclusionof all countries and sections of society in the Global Village

  8. Report overview • Clarification of concepts • Aspects of localisation • origins • main players • business models and trends • rationale • A tidal wave of change • Recommendations

  9. Concepts If one day software applications were truly internationalised, localisation could be reduced to a simple, straighforward translation job. Localisation fixes problems. A business strategy addressing issues such as world-wide marketing, sales and support.

  10. Aspects of localisation origins main players business models and trends rationale What we see is just the tip of the iceberg.

  11. The world-wide IT Market Source: NSD

  12. Everyone is localising nowadays - a simple translation is not good enough anymore. Who is localising? Pictograms and textual representations are coming more to the fore. Software companies are the pioneers,but everyone will have to come this way eventually. Geoffrey Kingscott (1998)

  13. The business of computing (hardware, software, services), communications (telephony, cable, satellite), and content (publishing, entertainment, advertising) are collapsing to create a new industry sector. This new media industry is the engine of the new economy and will be critical to leading a successful transition. The rise of this new sector and the transformation of corresponding markets is forcing every company to rethink its very existence... Don Tapscott

  14. Media Industry content production content packaging transport network operators enduser technologies hardware/software Media Telecom Computer Convergence Media Telecommunications Computer Source:The content challenge

  15. IT Framework for convergence L10N Multilingual aspects of convergence

  16. LocalisationVectors of scalability and growth Geography / Languages Global Asia Any Content General Technical Europe Manuals Content Documents CD-ROM Medium of delivery Online Pure Internet-based Idea: Roger Jeantry, IC

  17. Localisation The provision of services and technologiesfor the management of multilingualityacross the global information flow.

  18. Recommendations Strategic Tactical

  19. Recommendations Strategic

  20. Industrydoes not always see the relevance and pay-off The problem withcollaborativeEC-funded R&D Universities and researchersare not market driven European citizenshave not noticed what is going on ...

  21. The underlying reason ? • Collaborativemission critical and core technologies are highly confidential • ECbureaucracies cannot respond adequately to fast changing needs and requirements • Funded European R&DHeterogenous consortia spend much time on achieving consensus, high overheads, many projects-low budgets Changes are imperative.

  22. A solution: building the R&D support infrastructureHLT in Europe Business and EC-funded HLT Driving innovation & providing an infrastructure Core product development Leading edge technologies Competitive advantage Buy-in Linguistic resources Workflow Climate Education & training The inclusive information society

  23. Solution: building an R&D support infrastructureHLT and Localisation Climatic change European Linguistic Resources Workflows Training and education

  24. Recommendations Tactical

  25. Processes and workflows Standards and formats Cultural issues Voice translation Action Electronic content Internet Linguistic resources Working globally Internationalisation Tools access & adaptation

  26. The futureuse of translation technology Value of information Type of information Either mission critical or creative To be read or referenced Accuracy and presentation Brochures, user interface etc. Human translation High Mass volume of material Better than gisting: it has to be accurate Manuals, EC laws and regulations CADCAM documents Medium Non-mission critical Information glot, gisting market ‘Article on Picasso written in Japanese’ Machine translation Low ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Information that wants to be translated Move 1: Tools moving to higher value translation. Move 2: More information that wants to be translated.

  27. Web Localisation Europe’s leading edge Culture Contents Volume Variety Dynamism Pricing Strategy Channels Branding Currency Tools Multilingual search engines Tax Translation Management

  28. Conclusions   • …the need to handle, control and translate large amounts of text into a variety of languages within a time limit, within a tight budget and according to strict quality guidelines as well as the need to adapt - not just to translate - products to the culture and locale of the target market. On the background of these developments, the concept of localisation is being redefined as the provision of services and technologies for the management of multilinguality “across the global information flow”.   IT provides the framework for the convergence of these activities. The localisation industry provides the framework for the convergence of the multilingual aspects of these activities. Localisation is becoming the catalyst for electronic multilingual production and publishing. Timely and cost-effective delivery of high quality digital content to the global market place has become a major growth area for the localisation industry, which has opened this relatively narrow industry to a wider range of players.

  29. Contacts Reinhard Schäler Adapt Localisation Consultants Ltd., Roebuck Castle UCD, Belfield, Dublin 4, IRELAND Tel +353-1-7067898, Fax +353-1-2830669 email Reinhard.Schaler@ul.ie WEB SITES LRC http://lrc.ucd.ie HLT Central http://www.linglink.lu/

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