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Localization - The industry who cried wolf
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Localization - The industry who cried wolf

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Fun for All: III International Conference on Translation and Accessibility in Video Games and Virtual Worlds
13-14th March 2013

Summary:
There is no doubt localization professionals are managing to deal with new technology and are adapting to faster product life-cycles and even to company requirements operating in radical new ways.

Are localizers really prepared for the challenges they are facing? Are some of these challenges, not really challenges, but real dangers professionals should confront and not try, in vain, to adapt to them?

Content needs to be local to engage. Global content is replaced by local user generated content. Often translation efforts are trusted to amateur crowds that want to participate. Game development companies are not strange to this idea and test crowdsourcing approaches for some of their content. Should localization professionals be concerned about this approach?

Content development and content localization are expected to run simultaneously. Shorter turnarounds and smaller batches to deal with, are a reality. Feedback and responses are expected at an increasing speed. Is the standard pricing structure in the translation and localization business adapted to this new reality?

While some companies are still implementing Enterprise TMs, others are starting to work with aligned data and training machine translation engines for their specific needs. Translators are involved in pre and post-edition of this content. How should the linguistic technicians prepare themselves for this phenomenon?

Quality could be affected by the recent evolutions of the market, but quality is rarely a differentiator and rarely negotiable. Is the market really taking care of bad performers? What should be the added-value proposition localization providers should focus on?

This presentation explores some of the trends localization professionals are facing and tries to provide some hands-on guidance to help professionals get prepared to what is coming next.

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  • 1. Localization: "The Industry Who Cried Wolf!" Víctor Alonso Lion, PMP® victor.alonso.lion@gmail.com @valion www.victoralonsolion.com Fun for All: III International Conference on Video Game and Virtual Worlds Translation, Accessibility and Educational Design 13th – 14th March 2014 Note: this presentation has been simplified and modified, to facilitate readability.
  • 2. CROWDSOURCING FAN TRANSLATION
  • 3. • SAME PROCESS • DIFFERENT RESOURCESFan Translation
  • 4. Crowdsourcing Preparation Implementation
  • 5. • Consistency • Awful & Unacceptable mistakes • Offensive wording • Attacks Basic Checks - Controls
  • 6. DIFFERENT TYPE OF SERVICE
  • 7. The Need for Speed
  • 8. Traditional Process Speed = Crashing Project Schedule Concept Design Pre- Production Production Post- Production Launch LOCALIZATION Localization Translation Audio Adaptation (cultural) Procurement Translation Audio Linguistic Testing Internationalization Text extraction Text expansion Cultural Review Testing Testing Bug fixing Engineering Reengeniering Recompilations
  • 9. Ready Set GoDIFFERENT TYPE OF DEAL
  • 10. • Higher broadband speed • Mobile speed • Competing Telcos and Equipment manufacturers Cloud enablers • Games accross differnt screens and devices • Publishers under threat • Continuous request for new content Consequences for Game Localization
  • 11. DIFFERENT TYPE OF ENVIRONMENT
  • 12. Rise of the Machines
  • 13. Machine Translation
  • 14. 1. Companies who do not use any type of content (translation) technology 2. Companies using TMS, CMS, Workflow Solutions 3. Early adopters: Shared Multilingual Data, Proprietary/Trained MT, Post Edition Three groups of companies:
  • 15. Don’t Fight it: Play the game! DIFFERENT TYPE OF GAME
  • 16. Quality A Differentiator?
  • 17. Are Bad Performers really quicked out of the Market?
  • 18. Added value
  • 19. Twitter: @valion Email: victor.alonso.lion@gmail.com www.victoralonsolion.com Blog: www.globalcontentstrategy.com