CSOFT (#22 on our global list of the 100 largest LSPs) has banked on mobile being a driving force behind language needs. In December 2015, the company released Stepes (pronounced /’steps/), a human-powered mobile translation app designed to mobilize professional translators and Uberize the world’s bilingual population in the process. Last year, the company broadened the offering to support on-demand social media and image translation, again harnessing the power of the crowd. However, 2017 will be the year of interpreting for the company. EVP Carl Yao briefed us on CSOFT’s latest offering: on-demand interpreting from mobile devices.
This new capability is significant for several reasons:
- Stepes combines multiple desirable attributes into one package. Yao said that the service lets you access interpreters on demand, but still have the ability to schedule calls. It taps into local interpreters who are knowledgeable about the area in which customers need service. The platform is designed for both consecutive and simultaneous interpreting, enabling simple one-to-one conversations where the customer often puts the interpreter on speakerphone.
- The service leverages the power of the crowd. The company relies on a pool of 100,000 professional linguists today, but CSOFT plans to tap into the much larger population of bilingual people. Many of them essentially provide language services for extra revenue in their spare time. Linguists can indicate when they are online and able to accept jobs. The Uber-style app shows you a map with the location of nearby interpreters on standby. Upon completion of each interpreting session, customers have the opportunity to rate the performance of each interpreter.
- The service will evolve the role of Interpreters into that of a multilingual concierge. You can ask a bilingual crowd member for a restaurant recommendation or tips on how to use the local public transport system. Interpreters step out of the role of linguistic mediator between two parties exchanging information to become an information source themselves.
- CSOFT is going after travelers frustrated with MT results. It sees tremendous potential when looking at the numbers of downloads of apps such as iTranslate and Google Translate. The company wants to provide a more personable service with a local helper, yet at a modest cost because its fees range from US$0.60 to 0.75 per minute.
Of course, this disruptive offering brings up a lot of questions. What about the ethical boundary for interpreters not to add to or change the message being delivered by another? How do you ensure the privacy of interpreters? How can the system’s ratings distinguish between linguists’ language skills and their knowledge of gluten-free restaurants in the area?