From Cobblers to Conductors

Paula ShannonCSO, SVP, General ManagerLionbridge

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 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

The Cobbler‘s Song

…and Conductors

The Mozart Effect The issue service industries face is The Mozart Effect, as described by

William Baumol, an economist at New York University*

As noted essayist and author, James Surowiecki puts it, “When Mozart composed his String Quintet in G Minor (K. 516) in 1787, you needed five people to perform it—two violinists, two violists and a cellist.

Today, you still need five people, and, unless they play really fast, they take about as long to perform it as musicians did two centuries ago.

So much 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?

workers are continually getting more productive due to technological innovations to their tools and equipment.

Industry Group A

labor-intensive sectors that rely heavily on human interaction or activities, such as education, or the performing arts where there is little or no growth in productivity over time.

Industry Group B

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?*

*Common Sense Advisory

CheeseburgerCheeseburger,Cheeseburger.No Coke, Pepsi

QUALITY MEANS

“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”

Industry Standards? Customer Expectations?

Most Meaningful KPIs and SLAs are Specific to the Client and Content

Let’s Get a Few Definitions Straight

English

Chinese

Spanish

Japanese

German

French

Portugese

Korean

Italian

Arabic

Rest of World Languages

Millions of Users

0 35050 100 150 200 250 300

329

159

89

86

59

56

40

34

31

28

Shift Happens - Growth is Migrating to Developing Nations

• Reaching 1 Billion Users requires +/- 127 languages• Connecting 5 Billion Users will necessitate more than 1,000 languages

Internet Top Ten Languages

1,400,000,000

1,200,000,000

1,000,000,000

800,000,000

600,000,000

400,000,000

200,000,000

0

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Java

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Tel

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Mar

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© Lionbridge 2008

Plotting Quality and Value of Content

Lower Value Higher Value

Info

rmat

ion

al

Pu

bli

cati

on

Q

ual

ity

Community Generated Content

Product Information

Advertising & Collateral

User Interface

After Sales Support

Customer Education & Service

Enpocket Mobile Ads

eCommerce

Customer Care

FAQ’s

Varied Content Mandates Differentiated Approaches

High

Low

Solution Efficiency Demands

Marketable Shelf Life of Content1/year 1/hour

Product, Technical Doc and online Help

Product Updates and Training Materials

I18N

Initial Product Localization

Marketing Content

Streaming Web Content

Transaction Cost

Translation Cost

“…But Work Can Only Be Done One Way”

Or Can It?

Type A: BasicThe 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: AdvancedThe 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.

Varied Service Levels – An Example

Type C: ProfessionalThe 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 OptionsMicrosoft’s View from 2010 On

Deliverables

Quality

Cobblers and Conductors

Service Oriented Architecture & Components for Enhanced Connectivity

CommunityModels

Crowdsourcing

Human TranslationAuthoring

Asset & Terminology

Mgt.

Computer Assisted

TM

MT

Language Quality Mgt.

Global Search

Relevancy

Global Branding

A Symphony of Service Models