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Language Variations and Common Challenges in Latin America


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There are approximately 400 million native Spanish-speaking people distributed throughout the world today, with Mexico, Colombia and Argentina containing the largest of the Spanish speaking population in Latin America. The United States is ranked as the fifth largest Spanish-speaking nation, which creates a large demand for high-quality English to Spanish translations. This session will cover the multiple challenges found when dealing with Spanish localization from a production level, such as language variations, quality assurance consistency and more. Larisa Leon de Pairault will also discuss and share her experience on issues of a higher level in the production chain, like outsourcing to a capable vendor and managing localization projects that require international Spanish versus a specific country and/or regional language.

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Language Variations and Common Challenges in Latin America

  1. 1. Language Variationsand CommonChallenges in LatinAmericaLarisa Leon de PairaultOperational ManagerConsulting Services
  2. 2. Agenda • Facts about LATAM - Public Information • Best Practices/Challenges/Experiences • Language variations • Quality Assurance • Back in the day - Windows ’95 • My world around LATAM • Suppliers11/1/2012 2
  3. 3. LATAM’s growth for2011 – 2012Argentina 5%Brazil 4,3%Chile 5,8%Colombia 4,3%Mexico 4,1%G7 countries 2,0%European Union 1,7% Source: International Monetary Fund, Scotiabank Group11/1/2012 3
  4. 4. LATAMdoubles theWW rate ofonlinePopulation11/1/2012 4
  5. 5. Internet penetration inSouth America isrelatively smallOnline population ofLATAM will boomincreasing the internetpenetrationhowever this is11/1/2012 5
  6. 6. Most Majormarkets inLATAM havegrownsignificantly11/1/2012 6
  7. 7. By 2014, global e-commerce spending is projected to increasemore than 90 percent. In Latin America, the amount spent onlineis projected to more than double.11/1/2012 7
  8. 8. It’s not a matter of size 2% 1%It’s about development 3% 1% 3% Brasil Mexico 4% Chile 4% • Infrastructure Venezuela 4% • Technology adoption Argentina • Supply of goods & services 5% Caribe sin PR • Buying patterns & cultures • Banking & credit card Centro Am. 61% penetration 12% Puerto Rico Colombia Peru Other11/1/2012 8
  9. 9. LATAM more mobile phones than people11/1/2012 9
  10. 10. Twitter.comTop 15Markets by %Research11/1/2012 Source: comScore 10
  11. 11. Hispanic populationwill grow 167% inthe USA from 2010-2050 across all agesIt is also projectedthat by2050, Hispanics willaccount for 30% ofthe U.S. population.Which is almostdouble from theircurrent percentage11/1/2012 11
  12. 12. SocialNetworkingsites growth11/1/2012 12
  13. 13. SocialnetworksReached 88%of LATAMusers11/1/2012 13
  14. 14. Sharing best practiceschallenges &experiences Larissal experiences @ Microsoft
  15. 15. Language Spain, Argentina, Cuba, Mexico, PuertoVariations Rico, Venezuela etc. Iberian Spanish and LATAM Spanish - British English and American English Differences Pronunciation – Z/S , -S, CH, Grammar – tense, pronoun vos/tu Vocabulary – Slang Region acknowledgement is important - differences arent so extreme11/1/2012 15
  16. 16. Quality • Define criteriaAssurance • Identify stakeholders • Validate your quality • Glossaries & Style guides • Identify task timeline/Schedule • Feedback implementation • Survey • Close the loop11/1/2012 16
  17. 17. Back in the • First terminologist (1989) - Jose Riescoday and • Internal testWindows ‘95 • Localization on-site • Neutral Spanish was born approx 30% • MS Style guide book • My story • How I was hired • My real skill set • The challenges • My job evolved and I learnt11/1/2012 17
  18. 18. LATAM in Marketing LocalizationServices Need Constrains Linguistic • Technical  neutral • Software  region specific • Marketing  region specific Delivery challenges Next challenge  Machine translation11/1/2012 18
  19. 19. Suppliers Identify a good supplier11/1/2012 19
  20. 20. Resources • 2011 Latin America Internet Market Research & Outlook – by Gustavo Victorica | CFO @ – Online Adventures • Jose Riesco • Ansgar Grosse-Wilde Ansgar.Grosse- • Irene Joergensen • Carla Hurd© 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/orother countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft mustrespond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information providedafter the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION