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TRANSLATION
SHOWCASE
The TrueValue of MT to Global Business
10:00 – 10:20
Wednesday, 12 June 2013
Udi Hershkovich
Safaba
3. Safaba Proprietary and Confidential © 2013
Quick Introduction
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> Enterprise point of view
> Content focus
> Making MT relevant
Customer Experience
Touch Point
One Enterprise
Challenge
MT Value Proposition
MT Challenge
Making MT Relevant
Associated Content /
Channel
5. Safaba Proprietary and Confidential © 2013
Awareness & Discovery
The Enterprise Challenge
> Building up a sustainable
brand presence in global
markets
The MT Value Proposition
> Increasing availability and
visibility of content (volume)
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Global content
development
governance
• Avoid hard-to-learn language
• Assure branding-consistency
• Align content with language
models
Advanced
adaptation to
changing content
• Rapid incremental
adaptions to changes
• Sensitive to changes
> Content alignment
The MT Challenge
Making MT Relevant
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Engagement
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The Enterprise Challenge
The MT Value Proposition
Making MT Relevant
> Transforming visitors into
prospects / growing pipeline
> Increasing sales staff
productivity & success rate
> Providing relevant information
on-demand (and localized
engagement solutions)
> Limited localized content
> Unknown needs
The MT Challenge*
> Automated rapid adaptation
> Content-driven adaptation
> On-demand translation API
> Possibly full feedback loop
* Early market penetration
7. Safaba Proprietary and Confidential © 2013
Delivery
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The Enterprise Challenge
The MT Value Proposition
Making MT Relevant
> Speeding up time-to-market /
shorter booking-to-revenue
> Greatly increasing the speed
of translation cycles (velocity)
> Nuanced content
> Closing MT<>PE gap
The MT Challenge
> Creative adaptation technologies
> Adaptations allow the RIGHT
data to surface in translation
> Adapt from large set of
possibilities to smaller set of
outcomes
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SMT customization
Data "cleaning"
Large background data
Some adaptations
Advanced adaptations
8. Safaba Proprietary and Confidential © 2013
Support / Retention
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The Enterprise Challenge
The MT Value Proposition
Making MT Relevant
> Reducing support costs while
improving customer
experience
> Helping transition more
customers to on-line
personalized support
channels (communication)
> Informal language
> Real-time (raw MT)
The MT Challenge
> Normalization
> Reduce
multiple forms to one
> Standardization
> Spelling corrections
> Creative adaptations
> Combination of corporate and
non-standard language
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Little TM Informal
Language /
UGC
SMT customization
Data "cleaning"
Large background data
Some adaptations
Advanced adaptations
9. Safaba Proprietary and Confidential © 2013
Key Takeaways
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> MT plays an important role in global customer experience
> The right content creation governance will give MT an edge
> Creative adaptation technologies will realize MT’s true potential !