The pace in which the world is changing, both technically and commercially, will inevitably lead to profound changes in the way translators are working and the language industry is structured. These changes will lead to the emancipation of the individual translators and transform the image of a cottage industry into a high-tech information industry. Some of the changes envisaged are:

• Translation will become an on-line information service. Translation will be a natural on-line service offered by phone companies and network operators. The translation service will be directly accessible through an icon on the screen. The physical location of demander and supplier of the service is not relevant anymore.
• The end-user will gain more control over translation. Publishers will not by default translate all information in all languages. The end-user will have the option to retrieve the information in a certain language version from a document database. If information is not yet translated the end- user may get it translated through an on-line translation service.
• Global industry localization groups will be created. Industry oriented associations will be created in which both demand and supply, companies and individual professionals, will be united. These associations will help to elevate the standards in the industry through initiatives like certification of suppliers, sharing of terminology, dedicated bulletin boards, and more generally the bridging of demand and supply.

The translation market seems to be the ideal area for testing all the benefits of the 'super electronic highway', because it has already in its traditional structure the necessary characteristics for teleworking and teleshopping. A rapidly increasing demand from many new users scattered around the world will have to be fulfilled by hundred thousands of translators working from their homes in every corner of the globe. Electronic linking of demand and supply and dedicated industry localization groups will help:

• to create more jobs in the language industry,
• to make the translation service more cost-effective,
• to stimulate economic activity through an easy access and faster turnaround translation service.

The factors that drive changes

The factors that drive the changes in the language industry are the emergence of the 'Infobahn', the internationalization of business and politics and the increasing pressure to shorten the time to market. Various projects have already been started by European phone companies and network operators that involve an on-line translation service. Translators can organize their work among each other by making use of groupware functions. Delivery goes directly to the user. Billing is taken care of by the network operator as a value added network service. In the age of the 'Infobahn' every translator can potentially work for every client around the world. Selling and distribution of translation services can never be simpler than offering it through an icon on the screen.

On the other side every company, be it small or large, is facing in today's business world an international multilingual market for its products or services. There will be a growing demand for translation services from a new generation of small and medium sized companies who will find it hard to get access to the tedious traditional channels. The yellow pages or the 'translator around the corner' do not offer a secure enough, fast enough or economic service. Besides the best translators are in the local markets, and that is in most cases not the place where the company buying the translation service is located. Increased competition and continuous technical innovations lead to pressure on the time span for the marketing of products. Translations of marketing material and product information need to be done faster. On-line translation services will be faster by avoiding the time lost on the traffic of documents and by allowing the direct access to the translator skipping some of the conventional switches in the chain.

The need for action

Although changes are already taking shape and market evolution are unstoppable, there are opportunities for industry leaders and governments to accelerate the process and guide it to a more efficient and fertile environment. Decision makers in the industry and in government organizations can help by:

• Supporting the creation of global industry localization groups that bring together the 'players' in an industry sector who are involved with the language issues of that industry.
• Creating a broader awareness of the directions in the language industry and evangelize the opportunities of networked services. Linking companies who share an interest in new business opportunities.
• Supporting the possible subsidizing of investments by professional translators in their information technology infrastructure.

A model of an industry localization group

A model of an industry localization group is the LISA, the Localization Industry Standards Association, for the computer industry. Although the LISA has in its three years history not yet been able to fulfil all its ambitions, it is certainly a very good example of an industry focused group that can help to elevate the standards and image of professionalism in a sector of the translation market. The main reason for the limited success of LISA sofar is the fact that it has been governed too much by the protected interests of a small group of members. It is clear that a larger group of members should get more value out of an organization like LISA. This can best be achieved if industry localization groups like LISA are managed by a neutral body that serves the needs of all members.

Value of industry localization groups

Industry localization groups can offer value to its members through the following activities:

• On-line terminology. Industry specific terminology can be offered on-line to all members. This database can grow organically through the input from the users.
• On-line information. Information can be provided to all members through a bulletin board. This information service can comprise of member data, capacity offering or project announcements. The information service should also allow for a user friendly electronic mail system between all members.
• Liability insurance. Members will be thoroughly screened before they are registered as members and according to a strict set of requirements certified as professional players in the industry, whether it is on the supply or on the demand side and whether they are individuals or companies. In case of conflicts on quality or financial matters a commission can be consulted for mediation. If no agreement can be reached the industry localization group can under certain conditions offer insurance to members.
• Industry promotion. The industry localization group can promote the translation industry and elevate the standards and image of professionalism through active communications with national and European government institutes and at industry events, conferences, exhibitions and trade shows.
• Publications, conferences and seminars. The industry localization groups can co-ordinate the publication of newsletters and regular seminars for members.
• Projects. The industry localization groups can co-ordinate projects on request of members.

What the European Commission can do

The European Commission can play a key role in stimulating the development of an advanced language industry in Europe through various actions:

• Facilitating a neutral setting for initial meetings for the set-up of industry localization groups for various sectors of industry.
• Supporting industry localization groups if necessary in an initial stage with financial funding.
• Evangelizing the vision of the reforms in the European language industry and linking companies that share interest in new business opportunities provided by the 'Infobahn'.
• Supporting translators with subsidies for investments in information technology infrastructure.

Editor's Comment

Mr. van der Meer is encouraged to define what he terms as a "neutral body". In the opinion of the LISA Managing Director, the fact that the association is governed by an elected, representative balance of member companies, is adding value rather than protecting the interests of a small group of members as he suggests.

However, the proactive ideas and activities recommended by Jaap should certainly be considered by LISA members.