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Date Created: 12/21/15
From Cobblers to Conductors Paula Shannon CSO, SVP, General Manager Lionbridge The Cobbler‘s Song I sit and cobble at slippers and shoon From the rise of sun to the set of moon Cobble and cobble, as best I may Cobble all night and cobble all day And I sing as I cobble this doleful lay… The Cobbler‘s Song The stouter I cobble, the less I earn For the soles ne’er crack, nor the uppers turn The better my work, the less my pay But work can only be done one way …and Conductors The Mozart Effect TheissueserviceindustriesfaceisT heMozartEffect, asdescribedby WilliamBaumol, aneconomistatNewYorkUniversity* Asnoted essayist and author, James Surowiecki putsit, “When Mozart composed hisStringQuintet in G Minor (K. 516) in 1787, you needed fivepeopleto perform it—twoviolinists, twoviolistsand acellist. Today,you still need fivepeople, and, unlesstheyplayreallyfast, theytake about aslongtoperform it asmusicians did twocenturiesago. Somuch for progress.” *Performing Arts: the Economic Dilemma (1966), Baumol and Bowen Baumol’s “Cost Disease” In a range of businesses, such as the car manufacturing sector and the retail sector, workers are continually getting more productive due to technological innovations to their tools and equipment. In contrast, in some labor-intensive sectors that rely heavily on human interaction or activities, such as nursing, education, or the performing arts there is little or no growth in productivity over time. As with the Mozart string quartet example, it takes nurses the same amount of time to change a bandage, or college professors the same amount of time to mark an essay, in 2006 as it did in 1966. Are We Cobblers or Conductors? Industry Group A Industry Group B workers are continually getting labor-intensive sectors that rely more productive due to heavily on human interaction or technological innovations to their activities, such as education, or the tools and equipment. performing arts where there is little or no growth in productivity over time. The Translation Industry Exhibits Elements of BOTH! Airlines, Car Wash, even Lawn Care: Differentiated Services and Pricing Models What About Pricing Models? We talk about different types of content, but the price is remains, on average, .22 USD cents per word?* Cheeseburger Cheeseburger, Cheeseburger. *Common Sense Advisory No Coke, Pepsi QUALITY MEANS Industry Standards ? Customer Expectations? “My requirements have been met” “Staying on message and on brand” “Avoiding adverse outcomes” “That LSPs use the resources I dictate” “Minimizing headaches on our end” “Consistency I can trust” Most Meaningful KPIs and SLAs are Specific to the Client and Content Let’s Get a Few Definitions Straight Shift Happens - Growth is Migrating to Developing Nations • Reaching 1 Billion Users requires +/- 127 languages • Connecting5 Billion Users will necessitate more than 1,000 languages Internet Top Ten Languages English 329 Chinese 159 Spanish 89 1,400,000,000 Japanese 86 1,200,000,000 1,000,000,000 German 59 800,000,000 French 56 600,000,000 Portugese 400,000,000 40 200,000,000 Korean 34 0 Hindi TaItalian Thai Oriya Farsi Malay Sindh Italian 31 ChinesenSpaniRussianmaneanMarathiTurkishjGujaratKannBurmesePashBhojpurCroatianrubahAmharicagalogCebuanohuangMMarwHaryanyiulfulde PortugueseseavaneVietnamese UkrainiMalayalaAzerbaijaninian - IndonesianmesChittagonian MaBelarusan Serbo Chhattisgarhi Arabic 28 Rest of World Languages 203 0 50 100 150 200 250 300 350 Millions of Users © Lionbridge 2008 Plotting Quality and Value of Content Advertising & Collateral Quality PublicatiCustomer Education & Service Product Information Enpocket Mobile Ads Community Generated Content FAQ’s eCommerce User Interface Customer Care After Sales Support Informational Lower Value Higher Value Varied Content Mandates Differentiated Approaches Transaction Cost Marketing Content Streaming Web High Content Product Updates and Training Product, Materials Technical Doc Solution Efficiency and online Help Demands I18N Initial Product Localization Low 1/hour Translation Cost 1/year Marketable Shelf Life of Content “…But Work Can Only Be Done One Way” Or Can It? Varied Service Levels – An Example Type A: Basic The following rates are all-inclusive. Rates include all file preparation, translation & editing, recording & project management – Audio is VOIP and does not include dialog director or post production engineering and QA Type B: Advanced The following rates are all-inclusive. Rates include all file preparation, engineering, desktop publishing, quality assurance and project management. Audio performed by talent in a studio and includes post-production engineer. Type C: Professional The following rates are all-inclusive. Rates include all file preparation, engineering, desktop publishing, testing of compiled application, quality assurance & LQI checks, DTP Print proofs, professional voice talent and project management. Hybrid Model – UI, MT & Community More Content = More Options Microsoft’s View from 2010 On Broad reach to Community penetrate new outreach at markets effectively lowest cost for widest expansion Lower-cost alternative Premium- for expanded level quality marketplace for targeted product audience Deliverables Quality Current Localization Cost Model Traditional Premium localization cost breakdown ~60% ~25% ~15% Copy Translation Editing Proof Logoport LTB 95% Average Quality • What % of quality comes straight from translators? • What % gets improved via each of the post-translation steps? Basic Pilot #2 MT Post-editing + Tools Average to Good Translators + Tools 50% of cost MT MT Post-Editing LTB Logoport 50% Average Quality? • Use of MT as baseline for Basic loc • LTB will post-process files and identify/flag strings with highest probability of wrong MT translation (based on experience + statistics) • Must cut 50% of costs and reach 50% of quality (to be tested/proven in during pilot) Value Pilot #1 Direct Translation + Tools Good (not great) Translators + Tools 70% of cost MT Translation LTB Logoport 70% Average Quality? • By using only translators + tools, we can eliminate 2 steps in process • Probably can cut costs by 30% and still maintain >=70% of quality (to be tested/proven during pilot) • Perform a LQA to measure the Quality Cobblers and Conductors Service Oriented Architecture & Components for Enhanced Connectivity A Symphony of Service Models Language Global Quality Mgt. Branding Computer Assisted Community TM Models Crowdsourcing Asset & Global MT Terminology Search Mgt. Relevancy Human Translation Authoring
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