Creating Content that Communicates with non-English Speakers Presented by Ann Zdunczyk June 25, 2008

Agenda Why don’t more Life Sciences companies expand beyond English or a few basic languages? Major global market changes affecting us all Non-English in the domestic market Practical steps for making your content translation and loclalization friendly Questions and answers CONFIDENTIAL

Why don’t more Life Sciences companies expand beyond English or a few basic languages?

Major global market changes affecting us all

Non-English in the domestic market

Practical steps for making your content translation and loclalization friendly

Questions and answers

Do you know who your customers are? CONFIDENTIAL The World is “Flat” … You are Here

QUIZ: Where did these people come from?

Reaching a Global Audience should be Obvious… BUT…

The World has changed … and some of us haven’t…

Why do some managers resist globalization?

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 “ Everyone speaks English” (even “Mr. Ed”)

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

“ Everyone speaks English” (even “Mr. Ed”)

What about non-Boomers? No problem, they’re focusing on the never ending stream of “rich” content in American media that keeps us completely aware of world affairs The arms race World leaders The situation in Africa

What about non-Boomers?

No problem, they’re focusing on the never ending stream of “rich” content in American media that keeps us completely aware of world affairs

Globalization was a confluence of events: Late 20 th Century Developments End of the Cold War Capitalism reaches Eastern Europe Chinese economy goes global 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

Late 20 th Century Developments

End of the Cold War

Capitalism reaches Eastern Europe

Chinese economy goes global

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 Republics: fast growing market for Life Sciences Markets not thought of 15 years ago: Significant “Soviet Satellite” Languages: Hungarian Polish Czech

Significant “Soviet Satellite” Languages:

Hungarian

Polish

Czech

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?

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?

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 and Swedish. Medical devices and drugs require multilingual labels

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 and Swedish.

Medical devices and drugs require multilingual labels

Even if your content is English-only today … Don’t expect that to last for long

Don’t expect that to last for long

The world is changing 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. Future Change  Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

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.

Future Change 

Top 10 economies in 2007 Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

Predicted top Economies for 2050

QUIZ: Which languages give you access to 76% of the “on-line” world population? Question: name the 10 languages for web income, in correct order: English French Italian German Spanish Japanese Chinese-Simplified Korean Russian Swedish Portuguese Chinese-Traditional ANSWER English Chinese-Simplified Japanese Spanish German Portuguese French Korean Italian Russian Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

Question: name the 10 languages for web income, in correct order:

English

French

Italian

German

Spanish

Japanese

Chinese-Simplified

Korean

Russian

Swedish

Portuguese

Chinese-Traditional

ANSWER

English

Chinese-Simplified

Japanese

Spanish

German

Portuguese

French

Korean

Italian

Russian

Quiz: How do you reach 88% of the most economically active users? Question: which 5 languages do you add to English to reach 88% of “spending” Internet users? Chinese-Simplified Japanese Spanish German Portuguese French Korean Italian Russian ANSWER Japanese G erman S panish (incl. USA) F rench I talian “ FIGS -J” Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

Question: which 5 languages do you add to English to reach 88% of “spending” Internet users?

Chinese-Simplified

Japanese

Spanish

German

Portuguese

French

Korean

Italian

Russian

ANSWER

Japanese

G erman

S panish (incl. USA)

F rench

I talian

“ FIGS -J”

What about non-English in the USA? Large proportions of staff in many metropolitan hospitals do not speak English as their first language Impending labor shortage from retiring Baby Boomers is leading to new training programs to move immigrants into more technical (including medical) jobs Read this LA Times article: http://www.latimes.com/news/local/immigration/la-me-immiglabor21apr21,0,2744795.story

Large proportions of staff in many metropolitan hospitals do not speak English as their first language

Impending labor shortage from retiring Baby Boomers is leading to new training programs to move immigrants into more technical (including medical) jobs

Read this LA Times article: http://www.latimes.com/news/local/immigration/la-me-immiglabor21apr21,0,2744795.story

A Glossary of terms: 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. ” 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.”

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. ”

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.”

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 (CAT) tool, word processing 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.”

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 (CAT) tool, word processing 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.”

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 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.”

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 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.”

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 Improve comprehension for people whose first language is not English Make human translation cheaper and easier Improve computer-assisted translation and machine translation

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

Improve comprehension for people whose first language is not English

Make human translation cheaper and easier

Improve computer-assisted translation and machine translation

YOU can change the world … your influence over Localized content …where it all starts

Areas where you can optimize content Text content Constrained English Terminology (glossaries) for agreed upon definitions Page Layout and template design Text expansion in target languages Manage Graphics and text layers Graphics: select economical images Managing project assets Intelligent directory structure Documented source files

Text content

Constrained English

Terminology (glossaries) for agreed upon definitions

Page Layout and template design

Text expansion in target languages

Manage Graphics and text layers

Graphics: select economical images

Managing project assets

Intelligent directory structure

Documented source files

Consistent Content Software to help produce simplified English: Acrolinx (http://www.acrolinx.com/) MaxIt (http://www.smartny.com/) Increase Translation Memory while authoring: Developing conventions for frequently used text (a glossary) 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

Software to help produce simplified English:

Acrolinx (http://www.acrolinx.com/)

MaxIt (http://www.smartny.com/)

Increase Translation Memory while authoring:

Developing conventions for frequently used text (a glossary)

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 Have glossaries translated before rest of content Have glossaries reviewed in-country, corrected by translation vendor

Glossaries (terminology)

Review existing content

Determine approved wording for key terms and phrases

Have glossaries translated before rest of content

Have glossaries reviewed in-country, corrected by translation vendor

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 Leave “breathing room” near bottom of page in English source files ENGLISH RUSSIAN

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

Leave “breathing room” near bottom of page in English source files

Text Layer GFX Bitmapped Graphic 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. In the worst case scenario, text “band aids” have to be manually pasted over bitmapped “text”. GOOD BAD!!

Text Layer GFX

Bitmapped Graphic

“ 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 Cropped PDF of Graphic *.eps in Illustrator Now we can edit the “text layer” …NOT

“ But, I lost my source Illustrator file! All I have is PDF!”

Text as “artwork” Containers that must expand with the text Locale-specific people pictures Avoid body parts for “gestures” Things to avoid with Graphics:

Text as “artwork”

Containers that must expand with the text

Locale-specific people pictures

Avoid body parts for “gestures”

Things to avoid with Graphics:

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.

Managing project assets

Use documented directory structure

Questions and answers CONFIDENTIAL