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Web Globalization


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An explanation of the reasons for translating your Web site and an overview of the process and options

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Web Globalization

  1. 1. Website Globalization Why translate your Web site?
  2. 2. Why translate your Web site? <ul><li>For many businesses, growth plateau in North America </li></ul><ul><li>Fastest revenue growth outside of US </li></ul><ul><li>Long term strongest growth seen in BRIMC (Brazil, Russia and Eastern Europe, India, Mexico, China) </li></ul><ul><ul><li>Predict >40% of global GDP by 2050 </li></ul></ul><ul><ul><li>China, then India predicted to be largest auto market (overtaking US) </li></ul></ul><ul><ul><li>By 2025, >200 million individuals earning > $15,000 </li></ul></ul><ul><li>Source: Goldman Sachs, 2005 </li></ul>
  3. 3. Why translate your Web site? <ul><li>China: </li></ul><ul><ul><li>GDP grew tenfold 1978 - 2005 </li></ul></ul><ul><ul><li>High tech imports grew 45% in 2006 </li></ul></ul><ul><ul><li>Wages grew 8.4% in 2006 </li></ul></ul><ul><li>Source: Wikipedia </li></ul>
  4. 4. Why translate your Web site? <ul><li>US Latino Population </li></ul><ul><ul><li>Latinos were 14.4% of US population in 2005, up from 12.5% in 2000 </li></ul></ul><ul><ul><li>Largest 500 Latino businesses $36.6 billion in 2007 up from $3.71 billion 1983 </li></ul></ul><ul><li>Source: </li></ul>
  5. 5. Why translate your Web site? <ul><li>Language matters </li></ul><ul><ul><li>79% of Web users not native English speakers by 2010 </li></ul></ul><ul><ul><li>52% Web users buy only at Web sites with information in their native language </li></ul></ul><ul><ul><li>Most would pay more for products with information in their native language </li></ul></ul><ul><li>Sources: ByteLevel Research 2007, Common Sense Advisory 2006 </li></ul>
  6. 6. Why translate your Web site? <ul><li>2007 survey of 1939 companies: </li></ul><ul><ul><li>30% currently translating some or all </li></ul></ul><ul><ul><li>17% more plan to start within 18 months </li></ul></ul><ul><ul><li>77% believed money well spent, 18% still evaluating, 5% said below expectations </li></ul></ul><ul><ul><li>Average 18% more languages in 2007 </li></ul></ul><ul><ul><li>2/3 reported competitors taking sites global </li></ul></ul><ul><li>Sources: ByteLevel Research 2007 </li></ul>
  7. 7. Why translate your Web site? <ul><li>Barriers to translating </li></ul><ul><ul><li>Cost: global companies report spending > $500K USD on Web site translations </li></ul></ul><ul><ul><li>Effort: 50% report lack of time as biggest issue </li></ul></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul><ul><li>Web globalization is specialized (i18n, l10n, ROL, GTMS) </li></ul></ul></ul><ul><ul><ul><li>Knowing IT, knowing translation or knowing global marketing not enough </li></ul></ul></ul><ul><li>Sources: ByteLevel Research 2007 </li></ul>
  8. 8. Why translate your Web site? <ul><li>Opportunity: tools are getting better and cheaper </li></ul><ul><ul><li>Translation memory </li></ul></ul><ul><ul><li>Workflow automation </li></ul></ul><ul><ul><li>Multilingual Content Management </li></ul></ul>
  9. 9. Multilingual Website – what’s involved <ul><li>Internationalization: making site able to display content in multiple languages </li></ul><ul><ul><li>Designing global navigation </li></ul></ul><ul><ul><li>Date, time & currency formats, word order </li></ul></ul><ul><ul><li>Programming changes (dynamically built text) </li></ul></ul><ul><ul><li>Handling multiple versions of images </li></ul></ul><ul><ul><li>Database changes </li></ul></ul>
  10. 10. Multilingual Website – what’s involved <ul><li>Localization: process of adapting Website for a locale </li></ul><ul><ul><li>Translate content </li></ul></ul><ul><ul><li>Customize design to culture </li></ul></ul><ul><ul><li>Cultural customization </li></ul></ul>
  11. 11. Localization <ul><li>Machine Translation: is this all that’s needed? </li></ul>
  12. 12. Localization <ul><li>Hand coding: programmers make changes to HTML and other code by hand </li></ul><ul><ul><li>Slow </li></ul></ul><ul><ul><li>Error prone </li></ul></ul><ul><ul><li>Expensive </li></ul></ul>
  13. 13. Localization: Hand Coding Simple code change And again And again
  14. 14. Localization <ul><li>Resource files: pages are designed to separate text from code </li></ul><ul><ul><li>Allows for easy translation </li></ul></ul><ul><ul><li>Prevents errors </li></ul></ul><ul><ul><li>Difficult for long blocks of content </li></ul></ul>
  15. 15. Localization <ul><li>Content Management System (CMS): Software that allows non-technical users to update Web content without programming </li></ul><ul><ul><li>Enforces corporate design standards, </li></ul></ul><ul><ul><li>Supports security and approval requirements </li></ul></ul><ul><ul><li>Empower those with content knowledge but little technical expertise to post properly designed and approved Web content </li></ul></ul><ul><ul><li>Reduce errors by reducing handoffs </li></ul></ul><ul><ul><li>Provide design templates (design once, use many) </li></ul></ul><ul><ul><li>Automate review/approval routing </li></ul></ul>
  16. 16. Localization: CMS Content repository Application Programming Interface (API) Web-based Content Editor CMS storage / retrieval engine Web Site Display Template
  17. 17. Localization: CMS <ul><li>Not every system that allows users to edit Web content is a CMS </li></ul><ul><ul><li>Content checkin/checkout, locking </li></ul></ul><ul><ul><li>WYSWYG </li></ul></ul><ul><ul><li>Security (URL/form encryption, user privs, approvals) </li></ul></ul><ul><ul><li>Workflow automation </li></ul></ul><ul><li>Not all CMS systems are multilingual </li></ul><ul><ul><li>Unicode </li></ul></ul><ul><ul><li>XHTML </li></ul></ul><ul><ul><li>Separate installs per language </li></ul></ul><ul><ul><li>No simultaneous view of all languages </li></ul></ul><ul><ul><li>No translation tools </li></ul></ul>
  18. 18. Localization <ul><li>Translation Memory: Database of all sentences or phrases that have been translated before </li></ul><ul><ul><li>Suggests those to translator when they are translating new document </li></ul></ul><ul><ul><li>Re-use previous expert human translation </li></ul></ul><ul><ul><li>Can pre-translate documents, so matches pre-populated </li></ul></ul><ul><ul><li>Dramatically cut costs / time while maintaining quality </li></ul></ul>
  19. 19. Localization: Translation Memory (TM)
  20. 20. Localization <ul><li>Workflow Automation: automated assignment and tracking of localization tasks </li></ul><ul><ul><li>Typical Translation workflow </li></ul></ul><ul><ul><ul><li>Identifying what needs to be translated </li></ul></ul></ul><ul><ul><ul><li>Extracting text from source docs </li></ul></ul></ul><ul><ul><ul><li>Quote </li></ul></ul></ul><ul><ul><ul><li>Approval </li></ul></ul></ul><ul><ul><ul><li>Send for translation </li></ul></ul></ul><ul><ul><ul><li>Questions </li></ul></ul></ul><ul><ul><ul><li>In country review </li></ul></ul></ul><ul><ul><ul><li>Deployment </li></ul></ul></ul><ul><ul><ul><li>Testing </li></ul></ul></ul><ul><ul><li>Manually: 135 emails, one document translated </li></ul></ul>
  21. 21. Localization: Workflow Automation <ul><li>Manual workflows: </li></ul>Content Author Webmaster Approver Translator Content creation Content edits Page request Page update Page corrections Page review request Content edits Page update Translation request Source files Translated source files Translated site review request Translation corrections Source file updates (latest?) Corrected translated source files File deploy File deploy .COM .MX
  22. 22. Localization: Workflow Automation <ul><li>Predefined steps and responsibilities </li></ul><ul><li>System sends email and manages approvals </li></ul>
  23. 23. Localization: Workflow Automation <ul><li>With Workflow Automation </li></ul>Content Author Approver Translator Content review, edits and approval Page update Content repository Translation request Translation Page review request Translation review request Translation review .COM .MX
  24. 24. Summary <ul><li>Translating your site makes sense </li></ul><ul><li>Tools exist to make it easier </li></ul><ul><li>Done right, CMS + TM is competitive advantage because tools are underused </li></ul><ul><ul><li>Vendors report 25% CMS failure rate, much higher for multilingual </li></ul></ul><ul><ul><li>Only 46% use TM for CMS Web content </li></ul></ul><ul><ul><li>>50% build their own system, report higher failure than vendors </li></ul></ul><ul><ul><li>Common Sense Advisory 2007 </li></ul></ul>
  25. 25. Summary <ul><li>Consider user experience: </li></ul><ul><ul><li>Does the content, navigation and imagery make sense to the target audience </li></ul></ul><ul><ul><li>Full or partial translation? </li></ul></ul><ul><ul><li>If doing partial translation, will you: </li></ul></ul><ul><ul><ul><li>Let users know that translated content is available? </li></ul></ul></ul><ul><ul><ul><li>Mix source and translated content? </li></ul></ul></ul><ul><ul><ul><li>Warn users which links lead to source language? </li></ul></ul></ul><ul><li>Translation multiplier & manual tasks (x3 per language) </li></ul><ul><li>Can you answer emails and phone calls the site generates? </li></ul>
  26. 26. About iData Technologies <ul><li>Founded in/profitable since 2000 </li></ul><ul><li>Focus on Web globalization, SEO, Content Management </li></ul><ul><ul><li>Software internationalization since 1993 </li></ul></ul><ul><ul><li>Multilingual Web since 1998 </li></ul></ul><ul><li>Contact: </li></ul><ul><ul><ul><li>iData Technologies </li></ul></ul></ul><ul><ul><ul><li>2000 Auburn Drive </li></ul></ul></ul><ul><ul><ul><li>Suite 200 </li></ul></ul></ul><ul><ul><ul><li>Beachwood OH 44122 </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>1.800.647.1905 </li></ul></ul></ul>