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Connecting with the US Hispanic Market: Insight into the Languages and Cultures and the Tools that can Help Manage Your Message



Presentation by Gabriela Pereyra and Antonia Benney of Lionbridge delivered November 27, 2006 at the Content Management Professionals Fall 2006 Summit.

Presentation by Gabriela Pereyra and Antonia Benney of Lionbridge delivered November 27, 2006 at the Content Management Professionals Fall 2006 Summit.



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    Connecting with the US Hispanic Market: Insight into the Languages and Cultures and the Tools that can Help Manage Your Message Connecting with the US Hispanic Market: Insight into the Languages and Cultures and the Tools that can Help Manage Your Message Presentation Transcript

    • Connecting with the US Hispanic Market: Insight into the Languages and Cultures and the Tools that can Help Manage Your Message Gabriela Pereyra Antonia Benney © 2006 Lionbridge Technologies, Inc.
    • What is “Translation”? A primer on the global “-ations” and their acronyms Globalization (G11N) The process of addressing the business, technical and organizational issues associated with capitalizing on global markets. Truly global companies consider global requirements in all stages of product development, from conception to launch. Global issues and considerations are integrated with overall strategy development and process. G11N = I18N + L10N Internationalization (I18N) Designing, building, and/or re-engineering products so they can be easily adapted into various target languages and regions without requiring subsequent engineering changes to the core application. Localization (L10N) Adapting a product to a particular language & culture. Translation Transcribing into one's own or another language. Translation is part of localization. 2
    • What does Localization Encompass? Five Cornerstones of Localizing Your Content LANGUAGE CULTURE FORMATS Grammar Media Mix Colloquialisms Web Bandwidth Characters Mobile Devices Acronyms GRAPHICS & LAYOUT METRICS & TECHNOLOGY $£ Expansion Contraction と ILT の €¥ cm ≠ inches mL≠ ounces 4/11/06 April 11 or November 4? 3
    • Why Translate? To Capture 70% of the World Market Source: Mark Davis, Unicode Technical Note, 2003 4
    • You can’t sell to “European” or “Asians” or “Africans” Cultural Diversity in EMEA 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 and official languages within the EMEA region ► 5
    • And You Can’t Sell to “Americans” Cultural Diversity in the US Metro Area % Spanish % Indo Euro % Asian % Total Miami 31.2% 2.9% 0.4% 34.5% Los Angeles 17.2% 1.5% 4.8% 23.5% New York City 11.1% 6.0% 3.9% 21.5% San Fran/Oak 7.7% 2.1% 9.7% 19.5% Dallas 10.9% 0.7% 1.5% 13.1% Chicago 8.3% 2.5% 1.3% 12.1% 6
    • Hispanic Population in the United States The Hispanic population of 42.7 million is the largest minority group in the United States (4% of the nation’s total population) Mexican Americans That population is diverse in itself: Puerto Ricans 3% 17% • Mexican Americans (64%), Salvadorans 3% • Puerto Ricans (10%), Dominicans 10% • Cubans (3%), 64% • Salvadorans (3%), Other • Dominicans (3%). • Other Central American, South American, or other Hispanic or Latino origins (17%). 7
    • US Hispanic Population by State 12.4 million (49%) live in California Texas is home to 7.8 million. Thirteen states have at least half a million Hispanic residents: • Arizona • California • Colorado • Florida • Georgia • Illinois • Nevada • New Jersey • New Mexico • New York • North Carolina • Texas • Washington. 8
    • Future of the US Hispanic Market Since 1990, the Hispanic population has grown much faster than the U.S. population as a whole, a trend projected to continue in future decades. Between 1990 and 2000, the Hispanic population grew by 57.9%, compared to a nationwide rate of growth of 13.2%. By 2050, the Hispanic population is expected to total roughly 102.6 million people or 24%. 9
    • Technology: Planning for the Best Solution Language and technology barriers could prevent content authors, managers, and publishers from fully leveraging the content management system (CMS) • Reduces overall return on content investment • Content becomes trapped “in English only” There are 6 things to consider when selecting a CMS technology solution • Global readiness • Open architecture support • Storage • Structure • Format • Stability 10
    • Selecting a Content Management Solution Are the Content Management System and all supporting databases fully internationalized? • Is Unicode supported and if not are all components of a typical customer implementation able to store multi-byte character sets? Some vendors claim to be fully internationalization compliant, but this may apply only to the core content repository. Compliancy should exist at four levels: – Input – Storage – Processing – Output Does the system connect source language content and translated content? • As your company localizes large amounts of content, it is critical that your content management solution establishes and maintains linkages between source language content and its localized versions. Linkages can be explicit i.e. a parent-child relationship can be established between an object or file and all of its various iterations, or implicit i.e. all translated content can be placed in a parallel folder. 11
    • Selecting a Content Management Solution Can the workflow be extended to handle a translation step? • Content management systems are evaluated on many different parameters, but a robust and flexible workflow engine is a “must have” requirement. While using the right translation supplier should minimize the amount of project management required, the workflow should be flexible enough to include a translation step in the overall content lifecycle. Does the CMS have an open architecture or API? • With an open architecture or API your system can work with a connector technology (for example Web Services) to automatically export and import content to and from translation. Is content separated from presentation? • Content can be stored separately from presentation e.g. as XML. The two main benefits of this are: – A more efficient processing of files for translation – Automated DTP through the use of style guides and templates. 12
    • Selecting a Content Management Solution Will the Content Management System support an international user base? • If your company plans to roll out the CMS to global offices, a localized user interface may be required to support non-English speakers. Requirements such as support for localized operating systems and spell checkers also need to be examined. Does the taxonomy consider language or translation metadata? • Ideally, your system will allow content authors to set language (i.e. Spanish) or locale (i.e. Mexican Spanish) requirements as early in the content lifecycle as possible, so that localization and multilingual publishing steps are incorporated from the beginning. Is the CMS producer stable? • Is the company financially stable? Can the company provide you with references? Will they be available to support your needs with future releases? 13
    • Buying more software is not always the best solution… Most of today’s CMS’s have Web Services capability or have an SOA (Service Oriented Architecture). Installing a GMS to sit on top of a CMS is a very heavy and duplicated environment. For example workflow & reporting. IT costs are high and the update process can be challenging. Think “light” and of a “future proof” solution that will give you the best ROI on your content management needs. 14
    • Case Study: Building High-Quality Spanish Website CHALLENGE: Non-profit organization seeking low-cost, high-tech solution for creating domestic US Spanish website Needed to automate translation job submissions and content exchanges Wanted to create high-quality Spanish site that was as current and accurate as the English version SOLUTION: Implemented Java, Freeway Web Services Connection between Documentum CMS and Lionbridge Utilized DCTM BPM to automate file transfer Leveraged Logoport™ backend hosted TM to ensure low cost and consistency of content BENEFITS: Efficiency: Fully automatic job submission and return of translation to Documentum Docbase Lowers Costs: Freeway Web Services and Logoport eliminated cost of purchasing a GMS or TM tool 15
    • Questions… Thank you!! 16