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A Review of the Global Translation Market Place Renato Beninatto COO and VP of A Review of the Global Translation Market Place Renato Beninatto COO and VP of Consulting Common Sense Advisory, Inc. Insight for global market leaders Copyright © 2006 by Common Sense Advisory, Inc. All rights reserved.

Bona fides l 20 years making mistakes in the translation business l Last 4 Bona fides l 20 years making mistakes in the translation business l Last 4 years spent gathering information I wish I had and sharing it with people who don’t want to pay for it l Over 1000 pages of published data about the translation industry l Lots of unpublished data l Absolute independence… to the point of losing money because of it C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

Agenda l Market today l Trends l What doesn’t matter? • Branding and quality Agenda l Market today l Trends l What doesn’t matter? • Branding and quality l What clients really want C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

Market Data l 87% of translation buyers outsource most or all of its jobs Market Data l 87% of translation buyers outsource most or all of its jobs l ≈ 5, 000 companies with more than 5 employees – – 42% U. S. 41% Europe 12% Asia 5% R. O. W. l Outsourceable translation market in 2006 will reach USD 9. 6 billion l We estimate market growth at 7. 5% p. a. C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

Rank Company HQ Country Revenue in US$M Employees Offices Status TOP 20 TRANSLATION COMPANIES Rank Company HQ Country Revenue in US$M Employees Offices Status TOP 20 TRANSLATION COMPANIES 1 Lionbridge Technologies US 405. 0 4000 50 Public 2 L-3 US 372. 3 n/a Public 3 SDL International UK 142. 9 1500 50 Public 4 Trans. Perfect/Translations US 74. 0 385 30 Private 5 RWS Group UK 66. 4 332 8 Public 6 SDI Media Group US 65. 0 200 23 Private 7 Xerox Global Services UK 60. 0 200 4 Public 8 Euroscript s. a. r. l. LU 59. 2 580 10 Private 9 STAR AG CH 52. 0 790 35 Private 10 CLS Communication CH 38. 6 280 14 Private 11 Logos Group IT 36. 5 120 17 Private 12 LCJ EEIG DE/IT/BE/ES 26. 5 159 8 Private 13 Moravia CZ 25. 2 381 9 Private 14 Merrill Brink International US 24. 5 140 4 Private 15 Mc. Neil Multilingual US 24. 3 200 5 Private 16 Hewlett-Packard ACG FR 21. 7 65 6 Public 17 Thebigword UK 21. 0 108 7 Private 18 Welocalize US 20. 5 104 5 Private 19 Skrivanek CZ 18. 5 350 50 Private 20 Vista. TEC IE 15. 6 123 5 Private

Which sectors are buying language services? Technology and medical top list C O M Which sectors are buying language services? Technology and medical top list C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

A couple of trends C O M M O N S E A D A couple of trends C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

1 – Mid-market heats up l Major acquisitions: Lionbridge, SDL, L-3 l Minor but 1 – Mid-market heats up l Major acquisitions: Lionbridge, SDL, L-3 l Minor but important acquisitions in 2005 and early 2006: – – – – Merrill of Brink RWS of Eclipse Vista. TEC management buy-out Trans. Perfect of Crimson, Epik and Architext Transware of Global Sight Welocalize of Connect Global and Transco SDI Media of Studio Coto of Lingo. Systems C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

2 – New Technologies and New Service Models • Localization as a managed service 2 – New Technologies and New Service Models • Localization as a managed service (La. MS) • Technology is “free” C O M M O N • Technology rules • Service becomes cheaper with technology • Hybrid solutions – thebigword and Transware • Focus on workflow • Other hosted solutions - Lingotek S E N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

¿Donde están la calidad y el branding? C O M M O N S ¿Donde están la calidad y el branding? C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

Quality: Translator certification important to 80% of LSPs C O M M O N Quality: Translator certification important to 80% of LSPs C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

Quality: Most LSPs have not sought ISO certification C O M M O N Quality: Most LSPs have not sought ISO certification C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

Branding – There is no brand if there is no brand awareness – Recent Branding – There is no brand if there is no brand awareness – Recent survey: • 100 respondents – all buyers • 289 companies mentioned • Top 3: Lionbridge, SDL, and Moravia – Translation has not had the Keynesian roll -up – Professional services tend to be balkanized C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

In the time it takes for a typical student to graduate from college… Who’s In the time it takes for a typical student to graduate from college… Who’s Who in Localization Services? 2005 1. 2. 3. 4. 5. Berlitz Bowne L&H Lionbridge ALPNET C O M M O N 1. 2. 3. 4. 5. 2010 Lionbridge L-3 SDL Trans. Perfect RWS S E N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

What do clients really want? Price Displaces Quality as the Main Criterion for Vendor What do clients really want? Price Displaces Quality as the Main Criterion for Vendor Selection Question: ”How do you choose your vendors/suppliers? ” [multiple answers] Source: How to Avoid Getting Lost in Translation, Common Sense Advisory, Inc C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.

Thank you. Renato Beninatto renato@commonsenseadvisory. com +1. 978. 275. 0500 Don’t miss l Localization Thank you. Renato Beninatto renato@commonsenseadvisory. com +1. 978. 275. 0500 Don’t miss l Localization Maturity Model l TMS Report l Global Watchtower Insight for global market leader C O M M O N S E A D V I S O R Y, I N C. Copyright © 2006 by Common Sense Advisory, Inc.