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Chapter 12. Linguistic resources and localisation 203combined, have the potential to fundamentally change not just the way localisationis done by Oracle, but by every digital publisher bringing its contents to theglobal market.However, it seems to be more than sensible to transfer the lessons learned byOracle and adapt their large company approach to a point where it can be usedto tackle the localisation challenges faced by small and medium sised enterprises(SMEs) and, ultimately, by consumers.This can only be achieved with sophisticated process automation supportedby standards and integrated process and language technologies.3. Language technologies and automationAutomation requires process environments that have not always been perceivedto be possible in localisation where change is the only constant, asTeddyBengtsson,then Localisation Director at Oracle, put it in an interview with the LRC.Projects that are always different from previous ones do not lend themselves to automation.Highly creative pioneers, capable of dealing with problems as they arise,are generally not overly enthusiastic about the development of reproducible standardprocesses. Custom made tools and technologies, fine tuned to highly specificcustomer dependent requirements are unlikely to be interoperable.Language technologies - opportunitiesValue of informationHighMediumLowInformation that wantsto be translatedType of informationEither mission critical or creativeTo be read or referencedAccuracy and presentationBrochures, user interface etc.Mass volume of materialBetter than gisting: it has to be accurateManuals, EC laws and regulationsCADCAM documentsNon-mission criticalInformation glot, gisting market‘Article on Picasso writtenin Japanese’Move 1: Tools moving to higher value translation.Move 2: More information that wants to be translated.Figure 1. Language technologies – opportunities