Great Expectations for Post-Edited MT

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1 Great Expectations for Post-Edited MT How LSPs Can Accelerate Turnaround Times and Lower Costs By Donald A. DePalma and Hélène Pielmeier

2 Great Expectations for Post-Edited MT By Donald A. DePalma and Hélène Pielmeier Copyright 2013 by Common Sense Advisory, Inc., Cambridge, Massachusetts, United States of America. Published by: Common Sense Advisory, Inc. 100 Cambridgepark Drive Cambridge, MA USA No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Permission requests should be addressed to the Permissions Department, Common Sense Advisory, Inc., 100 Cambridgepark Drive, Cambridge, MA 02140, , info@commonsenseadvisory.com. See for usage guidelines. Trademarks: Common Sense Advisory, Global Watchtower, Global DataSet, DataPoint, Globa Vista, Quick Take, and Technical Take are trademarks of Common Sense Advisory, Inc. All other trademarks are the property of their respective owners. Information is based on the best available resources at the time of analysis. Opinions reflect the best judgment of Common Sense Advisory s analysts at the time, and are subject to change.

3 Great Expectations for Post-Edited MT i Table of Contents Topic... 1 Executive Summary... 2 Findings... 3 Demographics of Post-Edited MT Survey Respondents... 4 Respondents Have Much Translation Experience, but Less MT Tenure... 4 Human Translation Still Dominates the Investment Mix... 5 Cost and Turnaround Time Lead Translation Buyers to MT... 6 Quality Remains the Roadblock to More MT Deployments... 7 How Translation Buyers Buy PEMT... 8 Buyer s Choice: More or Less Editing... 8 Respondents Prefer Trained MT as Input to the PEMT Process... 9 PEMT Buyers Can Provide Input to the PEMT Process Respondents See Customer-Facing Machine Translation Usage Growing End Clients Emerge as the Most Frequent Target Consumer of MT Some Business Content Lends Itself to Machine Translation Much Customer Engagement Content Remains Untranslated by Any Means.. 14 Survey Respondents Set the Stage for More Machine Translation More Business and Customer Engagement Content Will Be Translated MT Will Enable Greater Translation Volumes Respondents Shared Their Vision for Content Strategy Summary of Our Client-Side Survey on Post-Editing MT Analysis Increased Translation Demand Means Opportunity for LSPs What Clients Plan to Do with Machine Translation How LSPs Can Respond to Buyer Interest in Machine Translation Tactical Opportunity: Add a PEMT Revenue Stream How to Get Started with PEMT Requirements for Near-Term Success: Staffing and Quality Strategic Opportunity: Assist Clients with Content Roadmap Work with Clients to Map Translation to Global Content Strategy Take an Advisory Role in Your Client s Content Strategy Marching Orders for PEMT Suppliers Summary and Conclusions Implications Information Sources Additional Data Business Content Detailed Data on Translation Preferences Customer Engagement: Detailed Data on Translation Preferences Related Research About Common Sense Advisory Future Research Applied Research and Advisory Services Copyright 2013 by Common Sense Advisory, Inc.

4 ii Great Expectations for Post-Edited MT Figures Figure 1: Respondents Have a Lot of Experience in Translation... 5 Figure 2: How Organizations in Our Sample Translate Languages and How Many. 5 Figure 3: Why Machine Translation Appears in Global Content Strategies... 6 Figure 4: Buyers Catalog Barriers to More MT Usage... 8 Figure 5: Choice of Light or Full PEMT Depends on Buyer s Use of MT... 9 Figure 6: Buyers Prefer Edited Output from Trained MT Figure 7: PEMT Suppliers Receive Some Guidance from Their Clients Figure 8: Customers Top the List of MT Information Consumers Figure 9: Business Content Human Translation and Some Post-Edited MT Figure 10: Most Customer Engagement Content Rarely Gets Translated Figure 11: Client-side Translation Plans for Figure 12: Changes in Machine-Translated Content from 2013 to Figure 13: Clients Anticipate More MT-Driven Engagement with Their Customers.. 18 Figure 14: Machine Translation Helps Address Globalization Challenges Figure 15: Profile of Respondents of the Machine Translation Survey Figure 16: Business Content Marketing Materials, Documentation, and FAQs Figure 17: Business Content Knowledge Bases, Help, and Training Materials Figure 18: Business Content Support s, Catalogs, and Business Forms Figure 19: Customer Engagement Content Blogs, Discussions, and Messages Figure 20: Customer Engagement Content Tweets, Forums, and User Reviews Tables Table 1: Types of Translation Employed by Client-Side Respondents... 4 Table 2: Where MT Output for Post-Editing Is Created Table 3: Major Enterprise Content Types and How They re Used Table 4: Translation Priorities, Funding, and Velocity Copyright 2013 by Common Sense Advisory, Inc.

5 Great Expectations for Post-Edited MT 1 Topic The strong gravity of faster turnaround times and lower costs is pulling suppliers into the machine translation orbit. Like it or not, language service providers (LSPs) and freelancers will have to contend with the technology. Our research shows that many already are doing so, in response to buyer demands or to satisfy their own profitability and efficiency needs (see Translation Production Models, Nov12). This report explores how translation buyers view machine translation (MT) and use post-edited machine translation (PEMT). The data is from a Common Sense Advisory survey of 239 buyers in February and March We analyze the preferences and experiences of two types of enterprises: 1) those that buy PEMT as a deliverable or managed service (21 of those buy-side respondents); and 2) those that use MT in-house but also buy PEMT as a deliverable (33 respondents). This report will help LSPs understand how clients view post-editing and where it fits into the enterprise buying strategy. We also review why it s important for suppliers to understand MT and how they might use the technology more effectively. This knowledge about buyer preferences and behaviors will help LSPs better plan and position their own offerings. Findings. We present the results of our survey of buyers of post-edited machine translation. We outline how they perceive the service and what they do with it. Analysis. We analyze the results of our study, outline how buyers use PEMT, discuss the impact, and recommend tactical and strategic actions that LSPs can take to improve their MT position with clients. Implications. We offer insight on threats and opportunities that PEMT present to LSPs. Information Sources. We describe the survey methodology and the demographics of respondents. Additional Data. We provide more detailed data from the survey. Related Research. We recommend other Common Sense Advisory research reports and briefs on related topics. Copyright 2013 by Common Sense Advisory, Inc.

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