Presented at DocTrain East 2007 Conference by Maxwell Hoffmann, ENLASLO -- Although the many reasons to localize content should seem self-evident, many North American firms continue to maintain websites and product documentation in English-only. Many high-tech products initially penetrated markets where English was widely spoken by staff using expensive resources. In the 1990s, internet access and high bandwidth was typically available in some countries only with a workforce that had reasonable English language skills. The world has changed: as local overseas economies strengthen and internet connectivity becomes more available, non-English speakers have already become the majority on the internet. Web purchases are becoming common in populations segments that did not have internet access 8 or 9 years ago. Because most North Americans don’t have a compelling reason to learn a second language, it is easy to ignore the proliferation of non-English speakers in key buying positions worldwide. But there is far more to it than that. Overseas customers who can speak English as a second language are far more comfortable purchasing products and services for which they fully understand documentation and warranty information. Even if you have already “seen the light” regarding the compelling need to localize, chances are you have a challenge selling your upper management on this concept. This session will cover critical data points that support your campaign to move your company into non-English markets. The session will also explode some of the many myths that executives pick up in airline magazines, including the fantasy that a “black box” machine translation solution will allow you to penetrate markets in China. The possibilities for expressing your message effectively in any language are nearly limitless. The key is finding the critical requirements of your targeted locale, as well as the country. The presenter will cover the most common pitfalls that newcomers stumble over, from trying to eliminate critical preparation to letting a company employee do the translation “in their spare time.” Although there can be significant set up costs involved in localization, the return on investment is considerable and easily measurable. Actual metrics will be shared to show how you will recoup your investment when you localize. This is one presentation that you cannot afford to miss.

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

6. Globalization is shrinking the world You are Here

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

27. Domestic Spanish is diverse

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.

32. Foreign Text Issues Text expands when localized

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.

37. Linguistic Issues Word order changes in localized files.

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

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

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

42. What you can do to economize in Localization

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

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.

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.

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

49. Revised template = expansion space reserved for target languages

51. About ENLASO

55. Websites www.secondlife.com

56. GUI

57. Documentation