CIUTI Forum 2011, Beijing, Doris Albisser, Chief Executive Officer, May 22nd, 2011 http://www.cls-communication.com/ CLS Communication is a global language services provider based in Europe, Asia and North America. Our language specialists write, edit and translate texts in any language in all major industries.

1. Keep Fit to Grow in an Evolving Global Language Landscape
CIUTI Forum 2011, Beijing
Doris Albisser, Chief Executive Officer
May 22nd, 2011

2. Agenda
 Trends in the industry
 Challenges & solutions for multilingual communication
 Requirements for the translation industry
 Cooperation between academia and industry
 Conclusion
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3. Trends: breakdown of websites by language
 2002 - between 65% and 80% of all
websites were in English
 2007 - 45% of all websites in English
 End of 2009 less than 40% of all
websites in English
Eric Schmidt, Google CEO (2009):
"Five years from now the internet will
be dominated by Chinese language
content.“
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4. Trends: importance of multilingual communication
Global English does not ensure global business success*
 Increase of export sales volume >40% for companies with multilingual
communication strategy
 English as “lingua franca,” in addition to other European, Asian, Arabic (for
multinational corporations)
Six-month delay in introducing product
 33% reduction in profitability over product life cycle (McKinsey study on value
of development speed)
Language strategy issue moves to the executive level
*Source:
Languages and Business Success, recommendations by Business Forum on Multilingualism,
European Commission, http://ec.europa.eu/education/languages/pdf/doc1597_en.pdf
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5. About CLS Communication
 Leading international language solutions provider headquartered in
Switzerland, and one of the largest language service providers worldwide
 Comprehensive provider of corporate language services for all major
industries including finance, life science, insurance, consulting, legal, energy
and telecommunications
 Strong global presence with 600 specialized in-house employees in Europe,
North America and Asia
 International network of 2,500 tested language and technology experts
 Extensive client portfolio that includes more than 1,000 major companies
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6. CLS Communication – our international locations
Copenhagen
London Frankfurt
Canada** Paris Switzerland* Beijing
New York Madrid Shanghai
Hong Kong
Singapore
* Switzerland: Basel, Chiasso, Lausanne, Zurich
** Canada: Moncton, Montreal, Ottawa, Quebec, Toronto
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7. CLS Communication„s Services Suite
WRITE EDIT TRANSLATE
Editing
CLS Premium
Copy writing Proofreading CLS Business
Ghost writing Adaptation
Creative writing CLS Direct
CLS Machine Translation
ADD-ON SERVICES Desktop publishing, Final proofs, Translation certification, Project Mgt.
Readability services, Reputation management, Business process
OTHER SERVICES analysis, Interpreting, Terminology, Consulting, ...
TECHNOLOGY CLS Argus, CLS Project Hub, Systems integration, Database hosting,
SERVICES Translation memories
Project management
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8. CLS Communication - spanning the globe
Transparency, scala
Security, speed
Single workflow Standardized bility
system processes
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9. Solutions for multilingual communication
 Globalisation of communication processes
Availability of multilingual content on a global basis 24/7:
 To enhance knowledge sharing
 To ensure consistency, increase efficiency, reduce cost
 To ensure IT security and confidentiality
 To recycle existing content for various types of
applications/usage
Definition of a global communication process strategy
 Management of multilingual information and data (examples)
 Terminology databases (electronic dictionaries)
 Text databases (translation memories)
 Machine translation
 Authoring systems (to support the writing and editing process)
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10. Process and technology platform
Translation Machine Terminology
Memory Translation Database
Single point of entry
Browser Client
Order submission tool
«ERP»-
Workflow-
application Client information system Database
Order distribution software
CMS / DMS
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11. Synergies – reuse of linguistic assets across tools
External Terminology
sources Research databases Import
Extract & Specify
Submission Source Translate Target MT
texts texts dictionaries
& rules
Align & Store
Import
Translation
memories
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12. Streamlining terminology
Terminology
Detection and correction costs
20 Maintenance
10 Translation
5 Proofreading
1 Copywriting
and editing
Content life cycle
Terminology management to ensure consistent and accurate use at the content creation stage,
reduces costs later in the process
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13. Economies of skill and their leverage effect
Professional
competence
Service Client
Provider
Technology Process
competence Competence
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14. Requirements for the translation industry
 Translators need to be familiar with trends in the translation industry:
 Technology trends (e.g. machine translation, speech to text, terminology)
 Technology savvy using tools such as translation memories, termbases,
machine translation systems
 Working methodology: revising pre-processed text (with machine translation,
translation memories)
 Translation as interdisciplinary education
 Need for increased cooperation with different faculties (computer linguistics,
technology, intercultural studies….)
 Need for cross-cultural know how, with language as its „vehicle“
 Translation industry to anticipate and lead trends in globalization (East – West)
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15. Cooperation between academia and industry
 Close cooperation between universities, public administration and business
 Universities „produce“ according to market requirements
 Enterprises support universities to ensure transfer of academic knowlege to
business knowledge
 Crucial role of universities to ensure students are fit for the marketplace
 Crucial role of public administration and industry to ensure that translators
keep fit for the market place
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16. CLS Communication – contact at
Doris Albisser
Chief Executive Officer
T +41 44 206 68 50 | F +41 44 206 68 90
doris.albisser@cls-communication.com
CLS Communication AG
Dianastrasse 6 | CH-8002 Zürich
www.cls-communication.com
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