Why Localization?: Or... "You Mean Those People Don't Speak English?"

Slide 1: Why Localization? Or … “You mean Those People Don’t Speak English?” DOCTRAIN EAST ‘07 Maxwell Hoffmann Manager Consulting & Training ENLASO www.translate.com

Slide 2: About the Presenter • Graphic Artist -> Typesetter -> DTP -> Localization • Worked for variety of publishing solution vendors: – Expert on doc format and data migration • Former FrameMaker product marketing mgr • 10 years in Localized publishing, production, and consulting – Conversant with issues unique to multilingual production • Trained over 1,000 people in past 25 years on variety of publishing solutions – Worked primarily with content creators and tech writers

Slide 3: Presentation Overview • Global market pressures to Localize from overseas – Events of past 20 years changed worldwide markets forever • Domestic market pressures to Localize – Growing Hispanic market impossible to ignore – Multinational supply chains affect “English only” • Spotlight on Domestic Hispanic Market • Challenges to localization • How to prep your content for more economic localized projects

Slide 4: Some Definitions • Locale: Combination of language, cultural preferences, character set, and other information that describes a particular target market or audience. • Globalization (G11N): Implementation of a global strategy that ensures the product or deliverable meets the needs of each locale, from early product development through localization. • Internationalization (I18N): Process of creating (or re-engineering) a product or deliverable to support difference locales. Usually a pre-requisite for successful localization. • Localization (L10N): Process of adapting a product for a particular locale. Usually comes after internationalization, creating a deliverable that has the look and feel of being created for the specific locale. • Interpretation: Converting real-time spoken content in a source language into spoken content in a target language, either simultaneously or sequentially. • Translation: Process of translating, editing and proofing textual content from a source language to a target language.

Slide 5: More Definitions • Spanish: An Iberian romance language spoken by over 350 million people worldwide. The official language of more than 20 countries (and “official/unofficial” recognition in one state in the US –New Mexico). Includes 9 other closely related languages. • Hispanic refers to a derivation from Spain, its people and culture. • Indo-European Languages: Includes most languages of Europe and the Indic languages of India. These include the Germanic, Scandinavian, Romance, Baltic, Slavic, Iranian, Hindi, and Urdu languages. • Asian and Pacific Island languages: Chinese, Korean, Japanese, Vietnam, Hmong, Khmer, Lao, Thai, Tagalog. • Other languages: Includes Uralic (Hungarian), Semitic (Arabic & Hebrew), African, and native North American languages along with indigenous languages of Central and South America.

Slide 6: Globalization is shrinking the world You are Here

Slide 7: We aren’t where we used to be • In September of this year, the Canadian dollar passed the US in value for the first time in 31 years!

Slide 8: The world has changed • Ten years ago the U.S. stood at the epicenter of the web universe, English dominated the airwaves, and the dollar stood supreme. Today the U.S. is sixteenth worldwide in the percentage of its residents with broadband access to the internet and falling way behind in connection speed, China is coming on strong, and the dollar threatens to be supplanted by the Euro as the world’s favorite currency. Source: On the Web, Some Countries Matter More than Others Quantifying the Market Opportunity for Globalizing the Web Customer Experience -- By Donald A. DePalma, Benjamin B. Sargent, and R. Michael Powers

Slide 9: Customers prefer buying from WWW sites in their own languages • Nearly 3 out of 4 participants surveyed by Common Sense Advisory agreed that they were more likely to buy from sites in their own languages than in English. • Global consumers will pay more for products with information in their language. • Nearly 3 out of 4 participants surveyed agreed they are more likely to buy products if after sale support is in their own language. Source: Can't Read, Won't Buy: Why Language Matters on Global Websites By Donald DePalma, Benjamin Sargent and Renato Benianatto Common Sense Advisory, Sept 2006

Slide 10: Globalization: a confluence of events • End of the Cold War – Capitalism reaches Eastern Europe – Chinese economy thaws to the West • European Union (economy and language requirements.) • GATT and WTO (General Agreement on Trade and Tariffs and World Trade Org.) • NAFTA (Canada/USA/Mexico trade) and immigration – Spanish on your doorstep • Growth of Internet and “dot.com” boom • Y2K and growth of India/off-shoring

Slide 11: Globalization: end of the Cold War • Autumn 1989 – Fall of Berlin Wall – Tiananmen Square stand off, Beijing – End of Soviet Union by 1991 • End of the “Cold War” – Huge new market opens that was “out of sight, out of mind” for 77 years – China liberalizes economic policies, becomes world power economy over night

Slide 12: Former Soviet Republics become viable markets • Now becoming common languages for Localization/Translation Significant “Soviet Satellite” Languages: •Hungarian •Polish •Czech

Slide 13: Mobility of Manufacturing and Services • General Agreement on Tariffs and Trade (typically abbreviated GATT) – Uruguay Round from 1986 to 1994, extended the agreement fully to new areas such as intellectual property, services, capital, and agriculture. – Out of this round the WTO (World Trade Org) was born. – Manufacturing (and Services) have moved offshore; more documentation not in English

Slide 14: Internet commerce eliminates boundaries • English speakers now a minority on WWW • Developing countries using cell phones for internet more • Rental kiosks making Internet shopping available to villages in India • Shoppers with limited English twice as likely to buy when WWW site is their own language • Hispanic (Latin America Spanish) is fastest emerging market domestically

Slide 15: The world has changed, but we haven’t • Virtually all USA managers grew up during the Cold War • Internet commerce is recent; global impact not obvious to everyone • We (USA) live (almost) in entirely in an English- only environment • We (USA) have a fairly homogenous popular culture • Translation and Localization is still an afterthought for many domestic enterprises

Slide 16: 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. • Seven years later China made it to the fourth slot. Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

Slide 17: Balance of Language/Financial Power is shifting • Top 10 economies in 2007 Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

Slide 18: Balance of Language/Financial Power is shifting - cont • Probable top 10 economies in 2050

Slide 19: What if you wanted to expand the reach of your web site?

Slide 20: Quiz: Which languages give you 76% of On-Line Access Population? • Question: name the 10 • ANSWER languages, in correct order: 1. English – English 2. Chinese-Simplified – French 3. Japanese – Italian 4. Spanish – German 5. German – Spanish 6. Portuguese – Japanese 7. French – Chinese-Simplified 8. Korean – Korean 9. Italian – Russian 10. Russian – Swedish – Portuguese – Chinese-Traditional Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

Slide 21: Quiz: How do you reach 88% of the most economically active users? • • Question: which 5 languages ANSWER do you add to English to reach 1. Japanese 88% of “spending” Internet 2. German users? 3. Spanish (incl. USA) 1. Chinese-Simplified 4. French 2. Japanese 5. Italian 3. Spanish 4. German “FIGS-J” 5. Portuguese 6. French 7. Korean 8. Italian 9. Russian Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

Slide 22: Domestic market forces • Growth of Hispanic market

Slide 23: Demographics Summary • Nearly 50% of USA Non-English speaking households speak English less than “very well” • Some metro areas have majority populations who do not speak English very well – Downtown L.A. = 8 out of 10 people from “somewhere else” • Both the Hispanic and Asian-Pacific populations have increased over 50% in 10 years • The Hispanic population is the largest Non-English speaking group in the US (~60% of Mexican heritage)

Slide 24: Hispanic market predominates in the US non-English speaking space • 41% of new jobs have gone to Hispanic workers: • 2.4M jobs since May 2005, nearly 1M to the Hispanic workers. – Growth rate of the Hispanic market • Growth rate of 7.7% per year – three times the average US household value – Currently nearly $700 Billion, $250 Billion from “low income” populations – Projected at over $1 Trillion by 2010 • 2 million small and midsize Hispanic-owned U.S. businesses to grow to 8 million by 2010

Slide 25: Markets you won’t want to ignore CALIFORNIA • 7th largest world economy • Largest USA automotive market • As goes California, so goes the nation …

Slide 26: As goes California … Between 1990 and 2010, California's Hispanic population will double, and the state's Asian population will grow by two-thirds. • The projected growth in the state's white (non-Hispanic) population is only 13 percent over the same period, so that by 2010: – More than half (54 percent) of California's population will be Hispanic, Asian, or Black. – More than two-thirds of school-age children will be Hispanic, Asian, or Black. – The population over 50 years old, however, will remain predominantly white (non-Hispanic.) Source: California Legislative Analyst’s Office

Slide 27: Domestic Spanish is diverse

Slide 28: Capitalizing on domestic Spanish • Controlled English vendor experimented with 10 of the top FORD dealers in So. California • Contracts and Leases were transformed with simplified/controlled English – Contracts/Leases then translated into Latin American Spanish – FORD leases increased 3.5 times for Spanish Speakers – Note: nearly all of the Spanish Speakers had some fluency in English

Slide 29: Capitalizing, cont. • P.s. – – Car leases increased 2x fold for English-only speakers!

Slide 30: Challenges to Localization: or why you need professional help 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.

Slide 31: Formality Japanese English • 拝啓　時下ますますご清 • Greetings, we are glad to hear that things are going 祥のこととお慶び申し上 well for you. I would like to げます。平素は、格別の express my appreciation ご高配を賜りまして、厚 for your loyal patronage. くお礼申し上げます。

Slide 32: Foreign Text Issues Text expands when localized

Slide 33: Cultural Issues Lotus 1-2-3 was released in Japan without the ability to create radar charts—a common way to represent data graphically in Japan.

Slide 34: Cultural Issues--continued • Numerics • Calendars, dates & time • Addresses and contact info • Names • Currency • Sorting

Slide 35: Example: Calendars • Arabic – Arabic countries use both Gregorian (Western) and Hijri (Islamic) dates. Hijri date is the official date in Saudi Arabia, the largest Arabic market. – Four different sets of month names are used in Arabic and applications need to provide for a user-selectable set of month names. – Month names can be either Gregorian or Hijri months, and either the Latin or Arabic alphabet might be used to write them.

Slide 36: Layout and direction issues • BiDirectional languages (Arabic) require that columns in tables be displayed in reverse order

Slide 37: Linguistic Issues Word order changes in localized files.

Slide 38: A picture is worth a thousand words • Cultural Localization when text is not used • Images may imply potent, even politically explosive issues in some cultures • You cannot assume that an image “innocuous” to western eyes will be accepted overseas • Following examples are from rejected icons that McDonald’s had ENLASO culturally evaluate for global acceptance. Creating a New Language for Nutrition: McDonald’s Universal Icons for 109 Countries by Maxwell Hoffmann

Slide 39: Unexpected international reaction to simple icons Bird Sanctuary Xmas Tree Scary Marijuana Death or or Alien Slippery Road Candle Better Fiber Visual Plant of Some sort

Slide 40: These images are safe? Right? Perceived Existing Planned Unexpected Interpretation Use Answer Cyclone, hypnotism, voodoo, Calories None mental problems, dizziness, danger Danger, cyclones, Calories None Bad storms / omens Female genitalia / fertility Sugar None symbol, gambling, road hazard

Slide 41: Graphics So Obvious There Couldn’t Possibly Be an Issue Intended Unexpected Interpretation Answer Iron Heavy Calcium Dog Food (potentially explosive in Muslim culture)

Slide 42: What you can do to economize in Localization

Slide 43: Challenges with Graphics: Embedded graphics cost more in disc space and upload/download time Graphics that are “stapled” to page (float), not anchored, will disappear

Slide 44: Embedded captions, more $$$ Text w/in Graphics requires localization vendor to access text layers in original art, copy and paste localized text. More billable time.

Slide 45: Keyed captions, less $$$ Graphic callouts w/in table is part of main text flow: automatically extracted with main body text; view for linguist is more logical.

Slide 46: Text dependent Artwork: a major “No - No” BEFORE: AFTER: • Product name supposed to fit w/in blue artwork • Have to manually resize all instances of such artwork • Word order can change in language (e.g “Interna” should be w/in the blue artwork)

Slide 47: How “Text/Art” can add $$$ 77 instances of artwork xx xx xx xx dependent on text xx xx xx xx x 5 minutes xx xx xx xx edit/fix/proof xx xx xx xx x 6 languages xx xx xx xx =========== xx xx xx xx = 38.5 extra xx xx xx xx billable hours

Slide 48: English version lacks “expansion” depth 33% No expansion No expansion room room

Slide 49: Revised template = expansion space reserved for target languages

Slide 50: Plan common column width in USA source files for A4 paper • US Eng doc size = 8.5 in by 11 in US English A4 size • A4 Euro doc size Source file translated file = 8.268 in by 11.693 in 7.5 \" col 6.0 \" col – Common text column width between templates avoids manually resizing tables and graphics This table would have to be resized

Slide 51: About ENLASO

Slide 52: Best Resources Can Include • Desktop Publishers • Engineers • Iconographers • Labeling Experts • Process Analysts • Internationalization Engineers • Customer Satisfaction experts

Slide 53: Core Services • Aggregate the best resources • Manage risk  Schedule  Price  Quality • Introduce efficiencies • Guarantee quality

Slide 54: Industry Leadership •XML Internationalization and Localization written by ENLASO Engineer Yves Savourel •Available on Amazon.com •Considered to be the defining book on XML Internationalization and Localization

Slide 55: Websites www.secondlife.com

Slide 56: GUI

Slide 57: Documentation

Slide 58: Consulting & Training Services • Pre-flight software testing for Internationalization • Help determine best file format for document resources • Migration of high volume projects from Word to XML or FrameMaker • Structured FrameMaker development • Localized Template development • Project Manager training

Slide 59: Recommended Resources • Common Sense Advisory: http://www.commonsenseadvisory.com/ • ENLASO tech doc resources: www.translate.com/framemaker • GALA or LISA membership

Slide 60: Contact Information • Maxwell Hoffmann Manager of Consulting & Training mhoffmann@translate.com (805) 494-9571 work phone