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Localization 101

Localization 101






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    Localization 101 Localization 101 Presentation Transcript

    • Localization – Where Do You Start And How Do You Go About It? Yves Lang Vice President, Sales and Marketing CSO ENLASO Corporation ENLASO Webinar February 2006
    • Preview Of The Presentation (1) 1. Introduction: Definitions 2. Brief History of the Localization Industry 3. Internationalization Overview 4. Localization: - The Locale Concept - Why Localize? - The Good Reasons for Management - Overview and Major Activities - Localization Testing
    • Preview Of The Presentation (2) 5. Localization Vendors: - Role - Pricing Structure - Vendor Selection - Cost Control 6. Conclusion
    • In a Tokyo hotel: Is forbidden to steal hotel toweles please. If you are not person to do such thing I please not to read this notice. On the menu of a Polish hotel: Salad a firm’s own make; limpid red beet soup with cheesy dumplings in the form of a finger; roasted duck let loose; beef rashers beaten up in the country people’s fashion. The Dairy Association’s huge success with the campaign “Got Milk?” prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read “Are you lactating?”.
    • Sign in a Moscow hotel: Ladies requested not to have children in the bar. A sign posted in Germany’s black forest: It is strictly forbidden on our black forest camping site that people of different sex, for instance, men and women, live together in one tent unless they are married with each other for that purpose. A sign in a Swiss hotel: Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for this purpose.
    • 1. Introduction: Definitions
    • Some Definitions… Locale “Combination of language, cultural preferences, character set, and other information that describes a particular target market or audience.” Translation “Process of translating, editing and proofing text.” Globalization (G11N) “Combination of internationalization and localization, as well as implementation of a global strategy from early product development through localization.”
    • More Definitions… Internationalization (I18N) “Process of creating (or re-engineering) a system to support multiple locales with a single set of source code. Usually a pre-requisite for successful localization.” Localization (L10N) “Process of adapting a product for a particular locale. Usually comes after internationalization in the shape of a package of services.”
    • Pepsi’s “Come Alive With the Pepsi Generation” was translated into “Pepsi Brings Your Ancestors Back From The Grave” in Chinese
    • 2. Brief History of the Localization Industry
    • The History in Four Bullets • From “Mom and Pop” to the Giants • Where did it come from? • From partnerships to acquisitions and mergers • The Players
    • How The Industry Evolved (1) Alpnet Sykes SDL Trados SDL Mendez Berlitz Bowne Planet Leap Bowne
    • How The Industry Evolved (2) ILE IC Lionbridge Bowne Lionbridge Transperfect eTranslate Translations.com Translations.com And others…
    • How The Industry Evolved (3) Polyglot Translingua RWS Group RWS Group ENLASO Welocalize.com Simultrans Foreign Exchange Etc.
    • At a new nightspot in Russia: One of the longest bars in Moscow meets you a floor above where over 800 sq. m. are at your disposal for tet-a-tet dinner or weird dancing on the cherry stained floor while posh ladies in vivid dresses and immaculate men will be a pleasant view for your eyes. Wait till after midnight the life show will start with hot pop star invited to perform.
    • 3. Internationalization Overview
    • Different Degrees of I18N (1) • Level 1 – Minimum level - Application independent from any language/ character set encoding - Application independent from any cultural conventions • Level 2 – User-visible text strings - Hard-coded text - Concatenations/Variables - Use of Tools
    • Different Degrees of I18N (2) • Level 3 – Support for non-western languages - Unicode - Essential to penetrate Asian market • Level 4 – Highest level - Multi-national products - Support for processing and storing data originating from different locales
    • Why Internationalize? • Use of application in other locales • Reduced time and cost for localization • Higher revenues and profits from other markets • Single source code for all applications • Simpler maintenance • Improved quality and code architecture • Reduced cost • Adherence to important standards
    • In a Belgrade hotel elevator: To more the cabin, push button for wishing floor. If the cabin should enter more persons, each one should press a number of wishing floor. Driving is then going alphabetically by national order.
    • 4. Localization
    • The Locale Concept • Formatting requirements (time, date, numbers, currency) • Writing system and language: - Word order - Word delimiters - Sort order - Capitalization - Hyphenation - Spelling and grammar - Punctuation - Character sets - Cultural context - Standards and laws
    • Why Localize? • Remember that L10N is the process of adapting a product to a specific locale • Overview of the corporate L10N strategy • The impact of the Internet age • What to localize? • Satisfaction of corporate goals • User’s country/region requirements must be met as well
    • The Good Reasons for Management • Importance of international software market • Vehicle for growth in revenues, profits, and market share • Freedom of exchange • Opportunities for international sales • Regulatory requirements • Cost of localization
    • Localization Overview Applications can be localized to different degrees: • Localization level 1 - addresses differences in superficial conventions - no real translation • Localization level 2 - builds on prior level - addresses the localization of all user visible strings - also covers documentation • Localization level 3 - full localization requiring major rewrite
    • Major Localization Activities • Translation (along with editing and proofing) • Addition of locale specific features • Adjustment of objects due to expansion • Management of changes • Testing • Involvement of key groups: translation team, engineering, desktop publishing, project management
    • Localization testing • It is very important to test your application before market release • The cost of correcting a problem increases over time • Testing is not limited to software • Cost of testing • How much testing is too much?
    • Letter from a hotel manager, France: Dear guest, You make a verbal – farverbal, written, possibly through mediation of a third one, RESERVATION of a room in our hotel. You can depend on our assent, we keep the room free for You from the minute of the entrance of Your room order; we do this even gladly. But the fact of the ORDER and the ASSENT is OBLIGATORY for BOTH!
    • 5. Localization Vendors
    • Introduction (1) 35% 30% 25% Translation 20% Testing 15% Engineering 10% Project Management 5% 0% 35% 30% 20% 15%
    • Introduction (2) • Let’s help Company ABC in the selection of a vendor and obtain a better understanding of the major issues: - What is the role of the localization vendor? - Pricing structure - Vendor selection - Cost control
    • What is the Role of the Vendor? • To deliver translated, re-formatted, and linguistically reviewed hard copy technical documentation • To deliver translated, re-formatted, and linguistically reviewed and tested online technical documentation (also referred to as online help) • To deliver translated, re-formatted, and linguistically reviewed hard copy collateral materials • To deliver translated, resized, and linguistically reviewed and UI tested software
    • It is not the Role of the Vendor to… • Internationalize English source materials • Determine localized information • Select and approve terminology • Provide functional testing of the software
    • Pricing Structure (1) Project level Price Project management Typically 10-15% of total costs Documentation Price Translation Per word or per page Editing Per word or per hour Proofreading Per word or per hour Glossary/terminology development Per hour or per term (entry) Desktop publishing Per hour or per page Output (PDF/film/other deliverable) Per hour or per page Quality assurance/format proof Per hour or per page Graphics and screen captures Per hour or per object
    • Pricing Structure (2) Software, Web sites & Price Online help Translation/edit/proof Same as for documentation Glossary/terminology development Same as for documentation Engineering Per hour Graphics and screen captures Per hour or per object Testing (verification) Per hour Translation memory administration Per hour New words Per word Fuzzy match 60-80% of per word rate Exact match/repetition 20-40% of per word rate
    • Vendor Selection (1) • Locate potential vendors • Begin discussions and test responsiveness • RFI or RFP? • Comparing apples to apples • Road to disaster or careful selection based on select criteria, requirements, and research • Interview the candidates: what are the key questions to ask?
    • Vendor Selection (2) – Key Criteria • Technical Competence • Experience with comparable projects - references • Total commitment to quality and customer service • Communication processes • Reliability and proven follow up • Willingness to develop long-term relationship • Resource availability • Absolute clarity on price – should be within 10- 15% of median price
    • Cost Control – Influencing Factors • Incomplete or late localization setup • Incomplete and/or incorrect enabling • Scope changes • Incomplete and poorly documented processes • Incomplete and poor quality training • Incomplete and poorly distributed information • Amount of changes to English source files after project start • Smaller deltas
    • Cost Controlling Techniques (1) • Insist on proper enabling • Train all staff involved • Respect the timing of all phases • Train the localization vendor • Invest in your localization partner • Don’t underestimate the importance of terminology • Invest in CAT tools
    • Cost Controlling Techniques (2) • Try to resist any scope changes • Start as late as possible with localization • Plan for potential cost increases • Train all parties involved on the impact of changes • Work with your localization vendor • Always be reasonable!
    • From a letter in response to an inquiry about Chinese lodging: “Dear Madam: I am honorable to accept your impossible request. Unhappy it is, I have not bedroom with bath. A bathroom with bed I have. I can though give you a washing, with pleasure, in a most clean spring with no one to see. I insist that you will like this.”
    • 6. Conclusion
    • Conclusion • Constant evolution of the industry • True multilingual environments • New standards • Streamlining of the localization process • “Best of breed” practices
    • Thank you! Any questions?
    • Japan’s second-largest tourist agency was mystified when it entered English-speaking markets and began receiving requests for unusual romantic tours. Upon finding out why, the owners of Kinki Nippon Tourist Company changed its name.
    • Contacts • Yves Lang (303) 516-0857 x102 ylang@translate.com • Chris Raulf (303) 516-0857 x103 craulf@translate.com