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Presentation given by Reinhard Schaler on 25 July 2011 at Science Foundation Ireland's Digital Ireland Workshop, Guinness Store House, Dublin, Ireland.
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Localisation: The Life Cycle of Digital ContentReinhard Schäler
Director, Localisation Research Centre (LRC), UL
Principal Investigator, CNGL
Digital Ireland WorkshopGuinness Storehouse25 July 2011
Who we are
What is Localisation?
Adaptation of digital content
to culture, locale and
linguistic environmentat high quality, speed, volume
and low cost
Key enabling, value adding,
multiplier component ofglobal manufacturing, services,
software and content
distribution business
multilingual society, global
communication, user-driven
multilingual digital content
56.2 % of consumers say that the ability to obtain information in their own language is more important than price
72.4 percent of consumers say they would be more likely to buy a product with information in their own language
The global market for language services was US$26 billion in 2010
Companies that are in favor of technology grow nearly three times as fast as companies that have mixed feelings about it or are against it
Suppliers with between 21 and 50 full-time employees (FTEs) reported a staggering growth rate of 157.33% for 2008-2010.Source: Common Sense Adisory
Ireland, a world leaderLargest exporterCentre of Excellence
The Business Case for LocalisationWeb Reservations International (WRI)
Founded in 1999
Ten years later:Used by > 23k accommodation providers in >180 countries
Sold >70m beds
Processed >15m bookings
>2.7m reviews posted by customers
Sold €350m in 2008
Net revenues €38m
Founded in 1999
Ten years later: net revenues of €38m
Oct 2009WRI is up for sale
The Business Case for LocalisationWeb Reservations International (WRI)
The Business Case for LocalisationWeb Reservations International (WRI)
Founded in 1999
Ten years later: net revenues of €38m
October 2009WRI is up for sale
November 2009The Irish Times’ Breaking News reports that Hellman and Friedman have purchased WRI for, reportedly, >€200m
The Business Case for LocalisationWeb Reservations International (WRI)
ImagineIf hostelworld.com had just been in English…
The lessonLocalisation increases the value of your digital content manyfold
The ROI of localisation activities is always higher than that in original content development
It has to be part of your global communications strategy
Essential Component in Digital Content Life Cycle
Serving the Global Customer and the Multilingual Society
CreationBy humans or machines
AnnotationAssociation of metadata
TransformationIncluding translation, text-to-speech, personalisation
ProcessingPreparation and maintenance of data
DeliveryMulti-modal, multi-platform
Individual Motivation &
Learning
Resource Sharing
Collective Action
Self Governance
Product Delivery
Sales and Marketing
Customer Care
Business Management
Global Customer
Multilingual Society
CNGL Research Tracks
NextGenerationLocalisation
SystemsFramework
En
terp
rise
Loca
lisa
tion
Pe
rso
na
lise
d L
oca
lisa
tion
Unified Model
DigitalContentManagement
IntegratedLanguageTechnologies MT
SpeechNLP
Adaptive HypermediaIR, Social Networking
DesignStandardsWorkflowsCrowd SourcingEvaluation
Software Eng.HCIDemonstratorsEvaluation
VolumeAccess
PersonalisationIntegration
Integration
CNGL Key Achievements
Innovation PlatformsMaTreX MT System
Muse Speech System
Solas Localisation Framework
Adaptive Engine (Personalisation)
Social media tools
Service-Oriented Localisation Architecture Solution
A flexible localisation framework easily adaptable to the
requirements of specific projects of SMEs
Opportunities
NationallyExample: 90% of tourism-related websites are not localised leading to a significant loss in revenues
Collaboration with Multinationals
InternationallyOutreach to growing user communities in Asia and Africa
Collaboration with enterprise, governments, intergovernmental organisations & NGOs
Industry Interaction & Outreach
Thank you!
Centre for Next Generation Localisationwww.cngl.ie
Localisation Research Centre (LRC)LRC XVI: Vertical vs. Virtual – 21st Century Localisation Strategies and 3rd Multilingual Web Workshop (EU & W3C)Limerick 21-23 September 2011www.localisation.ie
Action for Global Information Sharing (AGIS)AGIS ‘11 Event, United Nations Economic Commission for Africa; Addis Ababa, 01-02 December 2011www.agis11.org
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