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TRANSLATION AND
LOCALIZATION MARKET
IN THE US
Olga Melnikova
Translation Forum Russia-2015DIFFERENCES
FROM RUSSIA
Send Your
Questions:
• Email: olgamelnikoff@gmail.com
• Website: olgamelnikoff.com
About the Speaker:
Olga Melnikova
• 2007-2014 – translator for
Russian Translation
Company (Ru, En, Fr)
Russia Experience
About the Speaker:
Olga Melnikova
Russia Experience
• 2010-2012 – court interpreter (Ru, Fr)
• 2010-2014 – volunteer for f...
About the Speaker:
Olga Melnikova
• May 2015 – MA in
Translation and
Localization
Management, MIIS
(Monterey,
California,
...
About the Speaker:
Olga Melnikova
• June 2015 – now: Localization
Project Coordinator at Venga
Global, Inc.
www.vengagloba...
AGENDA
•What is L10n and why is it important?
•L10n workflow
•Differences between T9n and L10n
markets in Russia and the U...
L10N:
•Websites
•Software
•Desktop apps
•Mobile apps
•Videos (subtitling,
voice-over, dubbing)
•Computer games
•CAT tools
...
GLOSSARY
•Linguist – translator, editor, proofreader
•L10n engineer – technical (IT) guy
•Vendor – translation / l10n agen...
L10N IN THE US: GOING GLOBAL
•High-tech companies: Silicon Valley, WA, NY
•Cloud-based services and other products
•A lot ...
EXAMPLE:
COMPUTER GAME L10N
WORKFLOW
1. Internationalization
2. File Prep
3. TEP – T9n, Edit, Proof
4. Adaptation
5. Transcreation
6. DTP
7. Embedding strings
...
1. Internationalization (i18n)
• Thinking of l10n in advance,
while designing the game or
before starting l10n process
• M...
2. File Preparation
L10n engineers
extract strings from
the code
Word Doc / CAT tool
Translator
COMPUTER GAME L10N WORKFLOW
3. TEP (Translation – Editing – Proofreading)
Word / Excel Document
COMPUTER GAME L10N WORKFLOW
CAT tool
4. Adaptation (changing the code)
USD -> RUB
°F -> °C
1,000 -> 1000
06/28/15 ->
28.06.2015
2 pm -> 14:00
COMPUTER GAME L10...
5. Transcreation and Culturalization:
COMPUTER GAME L10N WORKFLOW
Все в восторге от тебя,
а ты – от Maybelline
Maybe She’s...
6. DTP (desktop publishing)
Image with Text
Photoshop
- image without text
- text layer (to translate into
target language...
7. Embedding translation back into the code
L10n engineers embed
translated strings, localized
images, transcreated stuff,...
COMPUTER GAME L10N WORKFLOW
8. QA (Quality Assurance)
• Linguistic QA (= proofreading)
• Functional QA (buttons, links…)
•...
9. Client Review
10. Making Final Changes:
Test-Test-Test
11. Game Release
COMPUTER GAME L10N WORKFLOW
RUSSIA
•Status of linguists – not
high (but high rates)
•High status of linguists
(but low rates)
USA vs
Almost all the co...
RUSSIA
•1 Source (almost
always English)
• 10-20 Targets
•1 Source (not always
English or Russian)
•1 Target
USA vs
RUSSIA
•Very few linguists in
the market
•A lot of linguists in the
market
USA vs
RUSSIA
•In-country
linguists for all
targets (native
speakers based
in Russia, China,
Japan, Germany,
France.., NEVER
in t...
RUSSIA
•T9n into English – non-natives
(natives are too expensive)
SIMILARITY!!!
USA vs
RUSSIA
•high degree of
automation
•no or very little automation
USA vs
Tools
RUSSIA
•PM tools (TMS) integrated
with CAT tools
•use of CAT tools at
best, no TMS
USA vs
Tools
RUSSIA
• huge savings on huge
projects; huge volumes =>
standardization
• small volumes; every
translation is unique
USA v...
RUSSIA
• speed is primary;
quality is secondary
=> MT is acceptable
• word is valued; style and
grammar are important =>
n...
RUSSIA
Linguists get the smallest portion
of the pie (30%,20%,10%,5%…)
Other “eaters”:
• Tools (TMS, CAT)
• PMs
• L10n eng...
Send Your Questions:
• Email: olgamelnikoff@gmail.com
• Website: olgamelnikoff.com
It
Was
FUN!
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Speech at Translation Forum Russia-2015 (http://tconf.com/)

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Presentation at Translation Forum Russia-2015 (http://tconf.com/): Translation and Localization Market in the US

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Speech at Translation Forum Russia-2015 (http://tconf.com/)

  1. 1. TRANSLATION AND LOCALIZATION MARKET IN THE US Olga Melnikova Translation Forum Russia-2015DIFFERENCES FROM RUSSIA
  2. 2. Send Your Questions: • Email: olgamelnikoff@gmail.com • Website: olgamelnikoff.com
  3. 3. About the Speaker: Olga Melnikova • 2007-2014 – translator for Russian Translation Company (Ru, En, Fr) Russia Experience
  4. 4. About the Speaker: Olga Melnikova Russia Experience • 2010-2012 – court interpreter (Ru, Fr) • 2010-2014 – volunteer for futureactually.com
  5. 5. About the Speaker: Olga Melnikova • May 2015 – MA in Translation and Localization Management, MIIS (Monterey, California, USA) US Experience
  6. 6. About the Speaker: Olga Melnikova • June 2015 – now: Localization Project Coordinator at Venga Global, Inc. www.vengaglobal.com US Experience
  7. 7. AGENDA •What is L10n and why is it important? •L10n workflow •Differences between T9n and L10n markets in Russia and the US *L10N = LOCALIZATION (10 LETTERS BETWEEN L AND N) T9N = TRANSLATION (9 LETTERS BETWEEN T AND N)
  8. 8. L10N: •Websites •Software •Desktop apps •Mobile apps •Videos (subtitling, voice-over, dubbing) •Computer games •CAT tools •Machine Translation engines •Crowdsourcing •DTP
  9. 9. GLOSSARY •Linguist – translator, editor, proofreader •L10n engineer – technical (IT) guy •Vendor – translation / l10n agency (it “vends” its services to clients in need of t9n and l10n) •QA – testing (linguistic and functional) •CAT tools – tools using Translation Memory (TM) •DTP – desktop publishing (=design) – Photoshop, InDesign, Illustrator (Adobe)
  10. 10. L10N IN THE US: GOING GLOBAL •High-tech companies: Silicon Valley, WA, NY •Cloud-based services and other products •A lot of clients and a lot of vendors
  11. 11. EXAMPLE: COMPUTER GAME L10N WORKFLOW
  12. 12. 1. Internationalization 2. File Prep 3. TEP – T9n, Edit, Proof 4. Adaptation 5. Transcreation 6. DTP 7. Embedding strings 8. QA (linguistic and functional); game testing -> bug report 9. Client Review 10. Finalization 11. Release COMPUTER GAME L10N WORKFLOW
  13. 13. 1. Internationalization (i18n) • Thinking of l10n in advance, while designing the game or before starting l10n process • Making necessary changes in the code (externalization of hardcoded strings) • I18n makes subsequent l10n much easier and cheaper COMPUTER GAME L10N WORKFLOW
  14. 14. 2. File Preparation L10n engineers extract strings from the code Word Doc / CAT tool Translator COMPUTER GAME L10N WORKFLOW
  15. 15. 3. TEP (Translation – Editing – Proofreading) Word / Excel Document COMPUTER GAME L10N WORKFLOW CAT tool
  16. 16. 4. Adaptation (changing the code) USD -> RUB °F -> °C 1,000 -> 1000 06/28/15 -> 28.06.2015 2 pm -> 14:00 COMPUTER GAME L10N WORKFLOW
  17. 17. 5. Transcreation and Culturalization: COMPUTER GAME L10N WORKFLOW Все в восторге от тебя, а ты – от Maybelline Maybe She’s Born with it. Maybe It’s Maybelline Example from a commercial:
  18. 18. 6. DTP (desktop publishing) Image with Text Photoshop - image without text - text layer (to translate into target languages) COMPUTER GAME L10N WORKFLOW
  19. 19. 7. Embedding translation back into the code L10n engineers embed translated strings, localized images, transcreated stuff, etc. back into the code COMPUTER GAME L10N WORKFLOW Result: code should not be broken; everything should be displayed in a new language
  20. 20. COMPUTER GAME L10N WORKFLOW 8. QA (Quality Assurance) • Linguistic QA (= proofreading) • Functional QA (buttons, links…) • Game Testing • Bug report
  21. 21. 9. Client Review 10. Making Final Changes: Test-Test-Test 11. Game Release COMPUTER GAME L10N WORKFLOW
  22. 22. RUSSIA •Status of linguists – not high (but high rates) •High status of linguists (but low rates) USA vs Almost all the content that goes global is created in English => people in the US do not need translations, unlike people in other countries
  23. 23. RUSSIA •1 Source (almost always English) • 10-20 Targets •1 Source (not always English or Russian) •1 Target USA vs
  24. 24. RUSSIA •Very few linguists in the market •A lot of linguists in the market USA vs
  25. 25. RUSSIA •In-country linguists for all targets (native speakers based in Russia, China, Japan, Germany, France.., NEVER in the US) •Russia-based (or in-country) linguists USA vs
  26. 26. RUSSIA •T9n into English – non-natives (natives are too expensive) SIMILARITY!!! USA vs
  27. 27. RUSSIA •high degree of automation •no or very little automation USA vs Tools
  28. 28. RUSSIA •PM tools (TMS) integrated with CAT tools •use of CAT tools at best, no TMS USA vs Tools
  29. 29. RUSSIA • huge savings on huge projects; huge volumes => standardization • small volumes; every translation is unique USA vs Speed vs Quality
  30. 30. RUSSIA • speed is primary; quality is secondary => MT is acceptable • word is valued; style and grammar are important => no Machine Translation (no “garbage out”) USA vs Speed vs Quality
  31. 31. RUSSIA Linguists get the smallest portion of the pie (30%,20%,10%,5%…) Other “eaters”: • Tools (TMS, CAT) • PMs • L10n engineers • DTP resources • Vendor (=Gross Margin) Linguists share the pie only with PMs and the Vendor They get a higher share (30% and more) USA vs DIVIDING THE PIE
  32. 32. Send Your Questions: • Email: olgamelnikoff@gmail.com • Website: olgamelnikoff.com
  33. 33. It Was FUN!

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