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Enterprise Language Strategy - Eight Things to Change

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Welcome to the TAUS wall. Let's now try and take a high-level view of change in the industry and consider eight key changes that are due to impact the industry in the years ahead. Traditionally, when we organize an event in the spring in Europe things are changing. We're setting the agenda for the year to come. Translation and language is embedded in everything we do and that's why we talk about it as an enterprise language strategy. It's a fundamental change that's happening now and we've tried to pin it down on "Eight Things to Change". Before Web 2.0 we had a publisher-driven world. We can't say that's the case anymore. Users trust each other's words much more than they trust your words. And it has a fundamental impact on the translation requirement in your company. In the past you selected your locals, you translated it into a few languages and you got to choose which languages you translated it into. That's not so much the case anymore. Your users, your customers, speak many more languages than you may be translating right now. You need to invest in translating into the long tail of languages. Goes back again to the notion of export. The years of exporting to the world. We choose a language and decide that we are going to conquer that market with our product. That's not how it works today. We don't know where our customers are. They are on the internet, that we know. But the internet is everywhere. We need to cover for all these languages. There's all this new content that the users contribute. They write about your products. There's what we call the shared and the earned content. Let's face it: users tend to be more interested in what they find on the internet than what they find in your manuals. We do need to cover all this content. Dynamic content. Project-related work will always continue in our industry. But in addition to that you get all this new content that requires continuous attention. Historically, you had products and you released them every now and again and you had projects to translate for those product releases. It's no longer the case. We live in a world of continuous demand for continuous translation. We see some disintermediation happening already in various places. It's too confusing because everybody's doing something but there's a lot of overlap there. We see a convergence of different communities of contributors, if you like, in the translation cycle, in the localization cycle. Challenging. We don't know what this is going to look like. From a 'one-size-fits-all' definition of translation quality to a dynamic model or framework. It's just the translation industry catching up with the real world. We have to take into account the users. Think, what is the right quality for them. We need to go up and down in quality so we've set up some kind of a framework to measure quality. We move from 'TM is core' to 'data is core'. From managing translation memories for product localization to needing to manage language data across so many different functions in an organization. Share your ideas and submit a proposal for a presentation at the, probably most exciting event this year in our industry, on the 31st of May and the 1st of June in Paris. We look forward to seeing you there. If you want to find out more information go to or watch the other TAUS wall videos.

Video Details

Duration: 3 minutes and 53 seconds
Country: Netherlands
Language: English
Genre: None
Views: 81
Posted by: translationautomation on Dec 29, 2011

This TAUS video outlines eight key changes needed to develop an enterprise language strategy in the 21st century.

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