Translation/Localization 101:
Getting Started


                       Join us in tweeting this webinar
                  ...
Introductions

                                       Anja Schaefer
                                       Director of Sol...
About Lionbridge



       Global Scale                                                 Market Leadership
         4,600 e...
Goals and Objectives of Today’s Webinar

                                                                    Provide parti...
Webinar Agenda

                                                                    Localization Basics

                 ...
Why is Localization Important To Businesses Today?


                                  Access to new revenue and global c...
Poll

           How much experience, if any, do you have with translation &
           localization?

                   ...
What Are Some of the Challenges?

           Costs associated with localization
           Increasing customer expectation...
Literally Thousands of Languages


             230 Living Languages in Europe
                 41 Official Languages
    ...
I t




                                                                                                                  ...
Definitions : Key Globalization Terms


                                  Globalization (G11N)
                   Refers t...
What Does Localization Encompass?

                  LANGUAGE                                           CULTURE           ...
Webinar Agenda




                                                                    Key Localization Resources




Comp...
So Who’s Involved in Your Project?

           Project Manager (PM)
                   Schedules projects, assigns resourc...
Specialists May Be Required at Times

           Internationalization specialists

           Audio / Video resources
    ...
Who’s Doing the Translating?

           Professionally trained translators

           In-country, native speakers of tar...
Where is this work being done? Where should it be done?




                Linguistic Tasks                              ...
Webinar Agenda




                                                                    The Basic Localization Process




...
Localization Definition Review



                            adapting a product, software, or content for a specific
    ...
Changing language may force other changes

            Layout to accommodate different number of words and characters
    ...
Translation: A Multi-Step Program


                                                                         Phase III
   ...
Key Translation Considerations



                                                                                      Cl...
Real Examples of Literal Translations



                                                                    • If you want...
Accounting for Quality Through Process

                                            Final
  Linguistic Quality
           ...
Webinar Agenda




                                                                    Localization Tools and Technology

...
Computer Assisted Translation Tools

           CAT = Computer Assisted Translation
                   Complement / suppor...
Glossaries and Terminology Management Systems

   “The What”
      Multi-lingual database of key corporate terms, definiti...
Glossaries and Terminology Management Systems

       “The How”
           Extract of key terms, nouns and noun-
         ...
Translation Memory

       Technology that enables users to store translated
       data within a database for re-use or s...
Match Types

           Exact Match…
           is a segment which is 100% identical to a segment stored within the
      ...
Translating with Translation Memory



 This is a sample file   This is a sample file   100% match:
 to show how a        ...
Benefits of Translation Memory and Glossaries

        Improve consistency and quality
           Compare new content agai...
What is Machine Translation (MT)?

          MT addresses the productivity
          improvement need for “New Content”

 ...
Projects Most Suitable for MT




                          Large volume, “repeatable”                  Technical document...
A Word on Style Guides

           While not a formal tool or technology, per se, can still be a very
           important...
Costing Localization Projects




                                                                    Costing Localization...
Why is it so Expensive?

        Perception versus reality
           “not just translation”
        Trade requires highly...
Some of the Key Drivers of Cost/Price




    Complexity                     Number of                                   R...
Sample Costing

          100 DOC pages at 150 words per page
          15,000 words at .23/word =
          $3,450 (Avera...
Improving Productivity/Lowering Costs




                                                                    Productivity...
Productivity


                                                                      Translation
                         ...
Improving Productivity

           Translation
              Provide quality source materials (concise, clear)
           ...
Improving Productivity

           Engineering
              Provide source file formats
              Detailed informatio...
Improving Productivity

           DTP
             Provide source file formats
             Detailed information and inst...
Summary and Closing




                                                                    Critical Success Factors
     ...
Remember – Customize the Solution for Your Needs
    People & Process Still Key

       One size does not fit all
        ...
Knowledge Center



                                                                    Download White Papers

           ...
Questions?




                                                             Anja Schaefer
                                ...
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Localization 101

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Originally a live one-hour webcast, this presentation is targeted towards companies and individuals at the beginning stages of Localization. Evolving business environment, changing technologies and new business models are putting pressure on companies and individuals to access global opportunities through effective localization strategies. Localization of products and services is the first step to accessing global markets.

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  1. 1. Translation/Localization 101: Getting Started Join us in tweeting this webinar #LIOX @Lionbridge Presented By Anja Schaefer and Arnold Koh January 2010
  2. 2. Introductions Anja Schaefer Director of Solution Development anja.schaefer@lionbridge.com Anja has held various roles in project management, operations management and solution development and has a deep knowledge of the localization industry Driven by a strong f focus on understanding client needs, she is passionate about developing innovative solutions that are tailored to each customer’s unique requirements Arnold Koh Solutions Architect arnold.koh@lionbridge.com In i I nine years with Li b id A ld h worked with a number of i h Lionbridge, Arnold has k d ih b f industry leaders in developing and implementing innovative localization solutions Arnold works with new and existing clients in defining business requirements, developing localization solutions, and providing guidance, insight and expertise during pre-sales and implementation Company confidential – distribution prohibited without permission
  3. 3. About Lionbridge Global Scale Market Leadership 4,600 employees 26 countries Leader in $14B services industry • Global network of 25,000 translators • Translation and adaptation of products and content for international markets Hosted Technology Global Clients Web-based language technology W bb dl t h l Recurring relationships with 500+ platform global clients • Enhances competitive advantage • 80% of revenue comes from recurring clients • Drives efficiency • 12 of the Fortune 20 companies are client Company confidential – distribution prohibited without permission
  4. 4. Goals and Objectives of Today’s Webinar Provide participants with an introductory understanding of localization and translation industry Review localization key terms, concepts, and principles Identify localization tools and a best practice process Provide participants with the knowledge to b i scoping l li i projects begin i localization j Company confidential – distribution prohibited without permission
  5. 5. Webinar Agenda Localization Basics Key Localization Resources The Basic Localization Process Localization Tools and Technology Productivity Costing Localization Projects Critical S C iti l Success Factors F t Company confidential – distribution prohibited without permission
  6. 6. Why is Localization Important To Businesses Today?  Access to new revenue and global customers  Maintenance of existing revenue M i f i i  Customer satisfaction  Allows access to global markets by adapting a product to a particular language and culture  Enables users of a given language to use a product originally developed in another language  Can improve the overall return on investment of a product (through higher international revenues)  Increased market share and global competitiveness Company confidential – distribution prohibited without permission
  7. 7. Poll How much experience, if any, do you have with translation & localization? None (0-12 Just getting started (0 12 months) Have dealt with it previously but not recently Involved with localization for 1+ year 1 Company confidential – distribution prohibited without permission
  8. 8. What Are Some of the Challenges? Costs associated with localization Increasing customer expectations More content Growth in required languages Decreasing “ h lf l f ” of content and “shelf-life” f d shorter product cycles Increasing complexity of localization/ translation projects Changing localization ecosystem of tools, best practices, solutions Managing and procuring localization resources Lack of internal expertise Company confidential – distribution prohibited without permission
  9. 9. Literally Thousands of Languages 230 Living Languages in Europe 41 Official Languages 2058 Living Languages in Africa 28 Official Languages 9 Living Languages in Middle East 3 Official Languages There are 72 separate & official languages in the EMEA region alone! Company confidential – distribution prohibited without permission
  10. 10. I t Portugese Japanese Spanish German Chinese English Korean French Arabic Italian Rest of World Languages 0 tT T L 28 31 34 40 50 Internet Top Ten Languages 56 59 86 89 Company confidential – distribution prohibited without permission 100 200,000,000 400,000,000 600,000,000 800,000,000 0 1,000,000,000 1,200,000,000 1,400,000,000 Chinese e 150 Arabicc Hindi English Spanish 159 Bengali Portuguese e Millions of Users Russian Japanese e German French Korean 200 Javanese e Telugu Marathi 203 Vietnamese e Tamil Italian Turkish Urdu Punjabi Ukrainian Gujarati 250 Thai Polish Malayalam Kannada a Oriyaa Burmese e Azerbaijani Farsi Reaching One Billion Users requires +/- 127 languages Sunda a Pashto o Romanian Growth is Migrating to Developing Nations 300 Bhojpuri Hausa a Maithili Malay y Serbo-Croatian Awadhi Uzbek k Yoruba a 329 Dutch Sindh 350 Igboo Amharic c Oromo o Indonesian Tagalog Nepali Assamese e Saraiki Cebuano o Hungarian Chittagonian Zhuang Shona a Madura a Sinhalaa Connecting Five Billion Users will necessitate more than 1,000 languages Marwari Magahi Haryanyi Greek k Czech Chhattisgarhi Fulfuldee Deccan Malagasy y Belarusan
  11. 11. Definitions : Key Globalization Terms Globalization (G11N) Refers to a broad range of business and technical p g processes necessary to launch products and company activities internationally. Internationalization (I18N) Localization (L10N) Process of generalizing a product to support Process of adapting a product to a language multiple languages and cultural conventions so it seems natural to that region. Typically without redesign. Typically used in refers to software products involving changes reference to adapting software code for f f f to the writing system, keyboard usage, f fonts, “double-byte” Asian character sets. date, time, and monetary formats. Translation Process of converting all of the text or words from the source language to the target language(s). Source: Multilingual Computing Magazine
  12. 12. What Does Localization Encompass? LANGUAGE CULTURE FORMATS Grammar Media Mix M di Mi Colloquialisms Web Bandwidth Characters Mobile Devices Acronyms GRAPHICS & LAYOUT METRICS & Conversions Expansion Contraction $£ と ILT の作成 cm ≠ inches € ¥ mL≠ ounces 4/11/06 April 11 or November 4? Company confidential – distribution prohibited without permission
  13. 13. Webinar Agenda Key Localization Resources Company confidential – distribution prohibited without permission
  14. 14. So Who’s Involved in Your Project? Project Manager (PM) Schedules projects, assigns resources, communicates with client about project-related issues & monitors project progress, budget & quality Linguists / Translators Executes linguistic aspects of the project including translation Reviews the work of freelance translators Sets l S style standards and manages terminology d d d i l Localization Engineers Responsible for all technical aspects of localization projects, including project preparation, software and online h l engineering, compiling, and j t ti ft d li help i i ili d testing Desktop Publishers Responsible f l R ibl for layout, prepares l li d fil production, converts of t localized files d ti t f printed documentation to online format Testing and QA resources Depending on the project a variety of testing and QA resources may be project, involved to ensure quality in the localized deliverable Company confidential – distribution prohibited without permission
  15. 15. Specialists May Be Required at Times Internationalization specialists Audio / Video resources Studio engineers Voice talent l Multimedia experts Terminologists Marketing / Cultural experts g p Subject matter experts Company confidential – distribution prohibited without permission
  16. 16. Who’s Doing the Translating? Professionally trained translators In-country, native speakers of target language y, p g g g Typically formally educated in linguistics ( g (Bachelors Degree minimum) ) Domain specific experience (Software/IT, Marketing, etc.) ( / , g, ) Experienced in industry standard p y productivity tools Often certified ( (ATA or another body) y) Company confidential – distribution prohibited without permission
  17. 17. Where is this work being done? Where should it be done? Linguistic Tasks Project Management Technical/Engineering / DTP • In Country • US/Western Europe • US/Western Europe •Best quality and accuracy (On/Near Shore: typically higher cost) Shore (On/Near Shore: typically higher cost) •Highly complex, customized projects and •Customized solution / “high” touch solutions • Other solutions •Specialty applications •Less than top quality ok •Ease of communication is a requirement •IP potential issues •May be faster turnaround time, some g q y degradation in quality • Eastern Europe, India, China • Eastern Europe, India, China (Off Shore: typically lower cost) (Off Shore: typically lower cost) •Standard projects •Scale: Large volume projects •Communication challenges (time zones, •Standard tasks, repetitive tasks language) Company confidential – distribution prohibited without permission
  18. 18. Webinar Agenda The Basic Localization Process Company confidential – distribution prohibited without permission
  19. 19. Localization Definition Review adapting a product, software, or content for a specific product software international market or locale and testing the results to ensure that the localized product works correctly as intended Graphics QA and Prep/Setup Translation Engineering and DTP Testing Company confidential – distribution prohibited without permission
  20. 20. Changing language may force other changes Layout to accommodate different number of words and characters and typographical rules Data formats to accommodate dates currencies lists, numbers, dates, currencies, lists numbers addresses Visuals to accommodate cultural references and signifiers References to accommodate cultural differences and context Company confidential – distribution prohibited without permission
  21. 21. Translation: A Multi-Step Program Phase III Phase II Phase IV Translation T l ti Phase I Translation Client proof edit/proof Translation text in final in final edit/proof format format Company confidential – distribution prohibited without permission
  22. 22. Key Translation Considerations Clarity and Cultural Biases Readability of the Text Goals and Clarity of the objectives of Intentions - i Consistency content Audience Analysis Company confidential – distribution prohibited without permission
  23. 23. Real Examples of Literal Translations • If you want the condition of cool in your Tokyo H t l T k Hotel room, please control yourself. • Guests are expected to complain at the Paris Hotel office between the hours of 9am and 10am each d h day. Vienna Vi • In case of fire, do your utmost to alarm the porter. Hotel Company confidential – distribution prohibited without permission
  24. 24. Accounting for Quality Through Process Final Linguistic Quality Quality • Qualified, in-country, native • Post translation QA checks speakers • Final build/DTP QA checks Fi l b ild/DTP h k • Multi-step Translation • In-Context Reviews Process (Edit/Proof) • Sampling • Client Review Cycle • Tools: • TM, Glossaries, Style Guides
  25. 25. Webinar Agenda Localization Tools and Technology Company confidential – distribution prohibited without permission
  26. 26. Computer Assisted Translation Tools CAT = Computer Assisted Translation Complement / support human translators Main Purpose of CAT tools is to secure the Translation “Information f l h l “ f Pool” as an immediate in-house asset to: / y Automate/Recycle recurrent translation work Give immediate access to standardized terminology Improve consistency, quality, accuracy, efficiency Reduce costs Consolidate/Improve turnaround time (TAT) over the long term Key CAT Tools: Glossaries / Terminology Management Systems Translation Memories Company confidential – distribution prohibited without permission
  27. 27. Glossaries and Terminology Management Systems “The What” Multi-lingual database of key corporate terms, definitions, g y p , , context, gender, source, etc. Integrated with Translation Memory Establish linguistic standards and encourages consistency in usage Protects corporate terminology and brand Can be shared corporate wide (outside of the t th translation process) l ti ) Company confidential – distribution prohibited without permission
  28. 28. Glossaries and Terminology Management Systems “The How” Extract of key terms, nouns and noun- phrases f h from content sources Translations sent to client for approval Approved translations used for all translation projects by translators, editors, proofers, etc. p , Typically done prior to translation of core materials Company confidential – distribution prohibited without permission
  29. 29. Translation Memory Technology that enables users to store translated data within a database for re-use or sharing System matches existing translated segments against new source files Allows for leveraging of translations Company confidential – distribution prohibited without permission
  30. 30. Match Types Exact Match… is a segment which is 100% identical to a segment stored within the translation memory Fuzzy match… A segment that partially (50-99%) matches a segment within the translation memory Because of the diminishing return as the match gets fuzzier, anything below 75% is considered “no match” for pricing purposes No Match… A segment in the current source text does not match a segment existing in the TM database Company confidential – distribution prohibited without permission
  31. 31. Translating with Translation Memory This is a sample file This is a sample file 100% match: to show how a to show how a identical to previous translation memory translation memory version system worksk system worksk Fuzzy match: This is the original This is the updated similar to previous file file version It will be translated It is not that No match: No using Translation different to the match found in TM Memory other file
  32. 32. Benefits of Translation Memory and Glossaries Improve consistency and quality Compare new content against existing translated material. Reduce cost Reuse content to reduce and eliminate the need for formatting. Increases speed, productivity, and efficiency of overall process Company confidential – distribution prohibited without permission
  33. 33. What is Machine Translation (MT)? MT addresses the productivity improvement need for “New Content” MT is characterized by the absence of human intervention during the translation process MT is not and will never be perfect Combining machine and human translation creates a process that ensures the best quality. Company confidential – distribution prohibited without permission
  34. 34. Projects Most Suitable for MT Large volume, “repeatable” Technical documentation type content Internal content, “good enough” “Gist” – acceptable quality vs. publishable quality (Google/Bablefish) Company confidential – distribution prohibited without permission
  35. 35. A Word on Style Guides While not a formal tool or technology, per se, can still be a very important tool for translation Style guides define specific usage, formats, fonts, related locali ed to specific localized products Examples: How translators should write titles, headings, numbers, , g, , and metrics The manner & tone of addressing the user Items that need to be left in English (fund names, brand references) Standardized treatment for acronyms Company confidential – distribution prohibited without permission
  36. 36. Costing Localization Projects Costing Localization Projects i li i j Company confidential – distribution prohibited without permission
  37. 37. Why is it so Expensive? Perception versus reality “not just translation” Trade requires highly skilled resource base Linguists and technical Base costs typically multiplied by number of languages ll l l db b fl Industry study on amount companies spend on localization activities .05-2.0% of international revenues Often not formally budgeted for Company confidential – distribution prohibited without permission
  38. 38. Some of the Key Drivers of Cost/Price Complexity Number of Required Resources Turnaround of Source words and Graphics scope of required q time files languages services Company confidential – distribution prohibited without permission
  39. 39. Sample Costing 100 DOC pages at 150 words per page 15,000 words at .23/word = $3,450 (Average translation word rate) Other tasks (DTP, Setup, etc.) $45-65/hour (on average) Language dependent hours = Hard to estimate without source files “Thumb in the wind budgeting for standard project” – t d d j t” Multiply number of words by a slightly higher word rate. 15,000 x .28 = 4,200 / language Company confidential – distribution prohibited without permission
  40. 40. Improving Productivity/Lowering Costs Productivity d i i Company confidential – distribution prohibited without permission
  41. 41. Productivity Translation productivity Key DTP Engineering productivity productivity productivity areas Art/graphics productivity Company confidential – distribution prohibited without permission
  42. 42. Improving Productivity Translation Provide quality source materials (concise, clear) Provide reference materials Provide training Provide instructions on i P id i i intended audience, style, etc. d d di l Remove ambiguous text and references Company confidential – distribution prohibited without permission
  43. 43. Improving Productivity Engineering Provide source file formats Detailed information and instructions Clearly indentify translatable and “non-translatable” elements Information and i I f i d instructions regarding b ild/ i di build/testing i Clear understanding of services required Training Company confidential – distribution prohibited without permission
  44. 44. Improving Productivity DTP Provide source file formats Detailed information and instructions Information on OS version (MAC/PC) and Application versions Layer text i graphics f editing L in hi for di i Provide necessary and custom fonts Any required settings Reference materials (PDF’s, etc.) How to handle text expansion issues Company confidential – distribution prohibited without permission
  45. 45. Summary and Closing Critical Success Factors ii l Company confidential – distribution prohibited without permission
  46. 46. Remember – Customize the Solution for Your Needs People & Process Still Key One size does not fit all Project goals/objectives will impact solution Content type may impact overall solution Localization is still about skilled resources Many kinds of different professionals who perform specific tasks Need to cater for their productivity and ability to do their work Localization is about process For localization to be efficient, many tasks need to be semi- automated d Human time is the most expensive time The source material needs to cater for this Company confidential – distribution prohibited without permission
  47. 47. Knowledge Center Download White Papers • Building Stronger Brands Around the World: A Guide to Effective Global Marketing • Strengthening Global Brands: Key Steps for Meaningful Communications around the World • Building a Global Web Strategy: Best Practices for Developing your International O li Brand l i i l Online d View Webinars On-Demand • The Art and Science of Global Navigation • The Best Global Web Sites (and Why) • Mastering Multilingual Marketing Company confidential – distribution prohibited without permission
  48. 48. Questions? Anja Schaefer anja.schaefer@lionbridge.com Arnold Koh arnold.koh@lionbridge.com Lionbridge www.lionbridge.com http://blog.lionbridge.com http://twitter.com/Lionbridge http://www.facebook.com/L10nbridge Company confidential – distribution prohibited without permission
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