Beyond L10N and G11N—Communicating with Everybody: How To Create and Manage Content Assets for a Global Audience

Slide 1: 5/8/2008 Beyond Localization and Globalization: Communicating with Everybody How to C Create and Manage C Content Assets for a Global Audience DOCTRAIN WEST, Vancouver, BC May 2008 Maxwell Hoffmann Production Lead Welocalize The world is flat: Do you know where your customers are? Globalization and You You are Here 1

Slide 2: 5/8/2008 QUIZ: HOW MUC DO YOU KNOW ABOUT GLOBAL • Where did these people come from? CH ABOUT THE PRE B • Hoffmann’s Relevant Work History • 1700 BC: worked in Cuneiform for Hammurabi • 1125 BC: published ESENTOR: “Book f th D d” “B k of the Dead” on papyrus, first paper back • 50 AD: introduced hinged wax tablets in Rome; world’s first “laptop” • 1250 AD: first pantone color catalog for illuminated manuscripts • 1886 AD: beta-tested hot type for Mergenthaler 2

Slide 3: 5/8/2008 About the Presenter, for real WELL, REALLY …. • 1970s Graphic Artist and typesetter Y • Trained/installed 1980s Digital Typesetting (fonts) • Late 1980s UNIX-based publishing (coding) • Late 20th Century: FrameMaker, SGML, XML • XXL (then lost 35 pounds) • Transition into Localization (11 years) • Trained over 1,250 people on publishing solutions REACHING A GLOBAL AUDIENCE SHOULD BE OBVIOUS… BUT… 3

Slide 4: 5/8/2008 THE WORLD HAS CHANGED … and we haven’t… WHY DO SOME MANAGERS RESIST GLOBALIZATION? 4

Slide 5: 5/8/2008 Boomers grew up in a different world Majority of budget gate keepers are still Baby Boomers (or almost): – Common subconscious “memories” of: • No business with Russia/Eastern Europe • No trade with China • USA an unchallenged, economic power • Homogenous communications: – 3 major TV networks, – a few dozen national magazines; – monolithic marketing message • “E “Everyone speaks E li h” k English” (even “Mr. Ed”) Boomers grew up in a different world What about non-Boomers? – No problem, they’re focusing on the never ending stream of “rich” content in American media that keeps you completely aware of world affairs The situation in The arms race Africa World leaders 5

Slide 6: 5/8/2008 Globalization: a c Late 20th Century Developments • End of the Cold War – Capitalism reaches Eastern Europe – Chinese economy goes global confluence of events • European Union becomes major economic force • GATT and WTO (General Agreement on Trade and Tariffs and World Trade Org.) • NAFTA (Canada/USA/Mexico trade) and immigration • Web and Internet erase boundaries and redefine supply chains Former Soviet Re Markets not thought of 15 years ago: From the former Soviet Union: epublics become viable markets Significant “Soviet Satellite” Languages: •Hungarian •Polish P li h •Czech 6

Slide 7: 5/8/2008 What about China? • Fourth largest economy • Manufactures half the world’s motorcycles • Some predict will be No. 1 economy by 2050 • Read “A Year Without Made in China” to see impact on consumer goods in North America • Manufacturing supply chains are now permanently multinational and multilingual • What happens when English source isn’t concise and clear before translation into Chinese manufacturing instructions? Chi f t i i t ti ? What about Europe? • The EU has 23 official and working languages: – Bulgarian, Czech, Danish, Dutch, English, Estonian, Finnish, French, German, Greek, Hungarian, Italian, Irish, Latvian, Lithuanian, Maltese, Polish, Portuguese, Romanian, Slovak, Slovenian, Spanish g , , , , p and Swedish. • Medical devices and drugs require multilingual labels 7

Slide 8: 5/8/2008 Internet commerc eliminates bounda Technology is creating new customers • English speakers now a minority on WWW • Developing countries use cell phones to shop on internet where there is no electricity ce • Rental kiosks making Internet shopping available to remote regions of developing world • Shoppers with limited English twice as likely to buy when WWW site is their own language • Hispanic (Latin America Spanish) is fastest emerging domestic market aries Even if all of your content today is “English only …” … don’t expect that to last long! 8

Slide 9: 5/8/2008 The world is ch Change in the last 7 years: • In 2000, the three biggest countries by GDP were the U.S., Japan, and Germany. • The next four were France, Italy, the U.K., and China. hanging • Seven years later China made it to the fourth slot. Future Change Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory Balance of Langu • Top 10 economies in 2007 uage/Financial Power is shifting e Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory 9

Slide 10: 5/8/2008 Balance of Langua • Probable top 10 economies in 2050 age/Financial Power is shifting - cont Which languages give you access to 76% of the “on-line” world Quiz population • Question: name the 10 • ANSWER languages for web income, in correct order: 1. English – English 2 Chinese-Simplified 2. – French 3. Japanese – Italian 4. Spanish – German 5. German – Spanish 6. Portuguese – Japanese 7. French – Chinese-Simplified 8. Korean – KKorean 9 Italian 9. – Russian 10. Russian – Swedish – Portuguese – Chinese-Traditional Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory 10

Slide 11: 5/8/2008 active users? Quiz: How do you reach 88% of the most economically • Question: which 5 languages • ANSWER do you add to English to reach 88% of “spending” Internet users? 1. Chinese-Simplified 1. Japanese 2. Japanese 2. German 3. Spanish 3. Spanish (incl. USA) 4. German 4. French 5. Portuguese 5. Italian 6. French t 7. Korean “FIGS-J” 8. Italian 9. Russian Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory GLOBALIZING AND TRANSLATING YOUR CONTENT … Some definitions 11

Slide 12: 5/8/2008 SOME DEFINITIONS • Locale: “Combination of language, cultural preferences, character set, and other information that describes a particular target market or audience.” • Localization (L10N): “Process of adapting a product for a particular locale. Usually comes after internationalization in the shape of a package of services ” services. • Globalization (G11N): “Combination of internationalization and localization, as well as implementation of a global strategy from early product development through localization.” • 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 ” code. pre-requisite localization. SOME MORE DE • Translation: “Process of translating, editing and proofing text.” • Translation Memory (TM): “a type of database that is used in software programs designed to aid human translators. Translation memories are typically used in conjunction with a dedicated computer assisted translation ( p ) (CAT) tool, word processing , p g EFINITIONS program, terminology management systems, multilingual dictionary, or even raw machine translation output.” • Leveraging: “ability to re-use previously translated content from Translation Memory.” • Computer Assisted Translation (CAT): “a form of translation wherein a human translator translates texts using computer software designed to support and facilitate the translation process.” 12

Slide 13: 5/8/2008 SOME MORE DE • Glossary: “agreed upon definitions of key words, phrases, product names. Can be in English only (source) or in target languages as well. Glossaries help linguists to avoid ambiguous or alternate translations.” • Machine Translation (MT): “performs simple substitution of words ( ) p p EFINITIONS in one natural language for words in another. Using corpus techniques, more complex translations may be attempted, allowing for better handling of differences in linguistic typology, phrase recognition, and translation of idioms, as well as the isolation of anomalies.” SOME MORE DE • Simplified English:“a controlled language originally developed for aerospace industry maintenance manuals. It offers a carefully limited and standardized subset of English. ” Benefits: – Reduce ambiguity – Facilitate second language acquisition EFINITIONS – Improve comprehension for people whose first language is not English – Make human translation cheaper and easier – Improve computer-assisted translation and machine translation 13

Slide 14: 5/8/2008 YOU CAN CHANGE THE WORLD … your influence over Localized content …where it all starts • Text content – Constrained English • Terminology (glossaries) for agreed upon definitions • P Page L Layout and t t d template d i l t design – Text expansion in target languages • Manage Graphics and text layers • Graphics: select economical images • Managing project assets – Intelligent directory structure – Documented source files 14

Slide 15: 5/8/2008 • Making text content consistent – Supplemental software for authoring: • Acrolinx (http://www.acrolinx.com/) • MaxIt (http://www.smartny.com/) – Increase Translation Memory while authoring: • Developing conventions for frequently used text • Using DITA topics and/or referenced text to enforce consistency • Intelligent use of CMS (Content Management System) to use the same text “bricks” over and over • Glossaries (terminology) – Review existing content – Determine approved wording for key terms and phrases –HHave glossaries t l i translated b f l t d before rest of t f content – Have glossaries reviewed in-country, corrected by translation vendor 15

Slide 16: 5/8/2008 • Page Layout and Text expansion – Some target languages increase word count or text expansion by up to 30% – Containers like multiple columns, table cells and “boxed text” magnify the problem boxed text – Leave “breathing room” near bottom of page in English source files ENGLISH RUSSIAN Demo: TEMPLATE OPTIMIZESAMPLES • Text Layer GFX • Bitmapped Graphic GOOD BAD!! Source art (*.ai) files have text layers that can be edited for translation Graphics converted to bitmaps have no text. Note that *.eps files can be expensively edited. Usually text “band aids” have to be manually pasted over “text” 16

Slide 17: 5/8/2008 HOST • “But, I lost my source Illustrator file! All I have is PDF!” No problem: we’ll just save the PDF to *.eps and bring it into Illustrator TCP Interface Host Interface GUI Now we can Layer edit the “text layer” …NOT l ” NOT DSL backup Cropped PDF of Graphic *.eps in CS2 Illustrator • Things to avoid with Graphics: • Text as “artwork” • Containers that must desktop user interface expand with the text Schreibtischbenutzeroberfläche • Locale-specific people pictures • Avoid body parts for yp “gestures” 17

Slide 18: 5/8/2008 • Managing project assets – Use documented directory structure Sample InDesign project Sample FrameMaker project There is no “standard” for project directory structure. Document it and be consistent. • Have you ever seen a presentation without a (shameless) plug? 18

Slide 19: 5/8/2008 • There is more to it than this … – For further assistance, contact: • You can see us live on The Content Wrangler! (DocTrain Life) Click here for a fascinating news video on L10N 19

Slide 20: 5/8/2008 ABOUT WELOCA About Welocalize: Welocalize offers Integrated Globalization Services for faster international time-to-market and ALIZE specializes in the Enterprise Applications, eLearning, Life Sciences, and Media & Telecommunications industries. Our services include globalization consulting, translation, localization, and testing solutions for content, business materials and systems including software, multimedia, learning services, and mobile applications. CONTINUOUS PR Distributed Production Centers RODUCTION • Worldwide Presence • Wash DC Beijing • Portland Tokyo • San Francisco Dublin • Seattle Germany 20

Slide 21: 5/8/2008 CONTACT INFO Contact Info: Maxwell Hoffmann Production Lead Welocalize 735 SW 20th Place, Suite 250 Portland, OR 97205 503.274.2211 work 301.693.7728 mobile Maxwell.hoffmann@welocalize.com 21