Translation/Localization 101: Getting Started Join us in tweeting this webinar #LIOX @Lionbridge
Presented By Anja Schaefer and Arnold Koh January 2010
Introductions Anja Schaefer Director of Solution Development anja.schaefer@lionbridge.com Anja has held various roles in project management, operations management and solution development and has a deep knowledge of the localization industry Driven by a strong focus on understanding client needs, she is passionate f about developing innovative solutions that are tailored to each customer’s unique requirements
Arnold Koh Solutions Architect arnold.koh@lionbridge.com In Lionbridge, Arnold has worked I nine i years with i h Li b id A ld h k d with i h a number b off industry leaders in developing and implementing innovative localization solutions Arnold works with new and existing clients in defining business requirements, developing localization solutions, and providing guidance, insight and expertise during pre-sales and implementation Company confidential – distribution prohibited without permission
About Lionbridge
Global Scale
Market Leadership
4,600 employees 26 countries
Leader in $14B services industry • Translation and adaptation of products
• Global network of 25,000 translators
and content for international markets
Hosted Technology
Global Clients
Web-based W bb d language l technology t h l platform
Recurring relationships with 500+ global clients
• Enhances competitive advantage • Drives efficiency
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• 80% of revenue comes from recurring clients • 12 of the Fortune 20 companies are client
Goals and Objectives of Today’s Webinar Provide participants with an introductory understanding of localization and translation industry Review localization key terms, concepts, and principles
Identify localization tools and a best practice process
Provide participants with the knowledge to begin b i scoping i llocalization li i projects j Company confidential – distribution prohibited without permission
Webinar Agenda Localization Basics Key Localization Resources The Basic Localization Process Localization Tools and Technology Productivity Costing Localization Projects C iti l Success Critical S Factors F t Company confidential – distribution prohibited without permission
Why is Localization Important To Businesses Today?
Access to new revenue and global customers M i Maintenance off existing i i revenue Customer satisfaction Allows access to global markets by adapting a product to a particular language and culture Enables users of a given language to use a product originally developed in another language Can improve the overall return on investment of a product (through higher international revenues) Increased market share and global competitiveness
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Poll How much experience, if any, do you have with translation & localization? None Just getting started (0 (0-12 12 months) Have dealt with it previously but not recently Involved with localization for 1+ 1 year
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What Are Some of the Challenges? Costs associated with localization Increasing customer expectations More content Growth in required languages Decreasing “shelf-life” “ h lf l f ” off content and d shorter product cycles Increasing complexity of localization/ translation projects Changing localization ecosystem of tools, best practices, solutions Managing and procuring localization resources Lack of internal expertise Company confidential – distribution prohibited without permission
Literally Thousands of Languages
230 Living Languages in Europe 41 Official Languages 2058 Living Languages in Africa 28 Official Languages 9 Living Languages in Middle East 3 Official Languages
There are 72 separate & official languages in the EMEA region alone! Company confidential – distribution prohibited without permission
Spanish 89
Japanese 86
German 59
French 56
0
Portugese 40
Korean 34
Italian 31
Arabic 28
0 50 100
Company confidential – distribution prohibited without permission Chinese e Arabicc Hindi English Spanish Bengali Portuguese e Russian Japanese e German French Korean Javanese e Telugu Marathi Vietnamese e Tamil Italian Turkish Urdu Punjabi Ukrainian Gujarati Thai Polish Malayalam a Kannada Oriya a Burmese e Azerbaijani Farsi Sunda a Pashto o Romanian Bhojpuri Hausa a Maithili Malayy Serbo-Croatian Awadhi Uzbekk Yoruba a Dutch Sindh o Igbo Amharicc Oromo o Indonesian Tagalog Nepali Assamese e Saraiki Cebuano o Hungarian Chittagonian Zhuang Shona a Madura a Sinhala a Marwari Magahi Haryanyi Greekk Czech Chhattisgarhi Fulfulde e Deccan Malagasyy Belarusan
Growth is Migrating to Developing Nations Reaching One Billion Users requires +/- 127 languages Connecting Five Billion Users will necessitate more than 1,000 languages
I t Internet t Top T Ten T Languages L English 329
Chinese 159
1,400,000,000
1,200,000,000
1,000,000,000 800,000,000
600,000,000
400,000,000
200,000,000
Rest of World Languages 203
150
Millions of Users 200 250 300 350
Definitions : Key Globalization Terms Globalization (G11N) Refers to a broad range g of business and technical p processes necessary to launch products and company activities internationally.
Internationalization (I18N)
Localization (L10N)
Process of generalizing a product to support multiple languages and cultural conventions without redesign. Typically used in reference f to adapting software f code for f “double-byte� Asian character sets.
Process of adapting a product to a language so it seems natural to that region. Typically refers to software products involving changes to the writing system, keyboard usage, fonts, f date, time, and monetary formats.
Translation Process of converting all of the text or words from the source language to the target language(s).
Source: Multilingual Computing Magazine
What Does Localization Encompass? LANGUAGE
FORMATS
CULTURE
Grammar
M di Mi Media Mix
Colloquialisms
Web Bandwidth
Characters
Mobile Devices
Acronyms
GRAPHICS & LAYOUT Expansion
Contraction
METRICS & Conversions
$£ € ¥
と ILT の作成 cm ≠ inches mL≠ ounces
4/11/06 April 11 or November 4? Company confidential – distribution prohibited without permission
Webinar Agenda
Key Localization Resources
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So Who’s Involved in Your Project? Project Manager (PM) Schedules projects, assigns resources, communicates with client about project-related issues & monitors project progress, budget & quality
Linguists / Translators Executes linguistic aspects of the project including translation Reviews the work of freelance translators Sets S style l standards d d and d manages terminology i l
Localization Engineers Responsible for all technical aspects of localization projects, including j t preparation, ti ft d online li h l engineering, i i compiling, ili and d project software and help testing
Desktop Publishers Responsible files production, converts R ibl for f llayout, t prepares llocalized li d fil d ti t off printed documentation to online format
Testing and QA resources Depending on the project project, a variety of testing and QA resources may be involved to ensure quality in the localized deliverable Company confidential – distribution prohibited without permission
Specialists May Be Required at Times Internationalization specialists Audio / Video resources Studio engineers Voice talent l Multimedia experts Terminologists p Marketingg / Cultural experts Subject matter experts
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Who’s Doing the Translating? Professionally trained translators In-country, y, native speakers p of target g language g g Typically formally educated in linguistics ((Bachelors Degree g minimum)) Domain specific experience ((Software/IT, / , Marketing, g, etc.)) Experienced in industry standard p productivityy tools Often certified ((ATA or another body) y) Company confidential – distribution prohibited without permission
Where is this work being done? Where should it be done?
Linguistic Tasks • In Country •Best quality and accuracy
• Other •Less than top quality ok •May be faster turnaround time, some g q y degradation in quality
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Project Management • US/Western Europe (On/Near Shore: Shore typically higher cost) •Highly complex, customized projects and solutions •Ease of communication is a requirement
• Eastern Europe, India, China (Off Shore: typically lower cost) •Standard projects •Communication challenges (time zones, language)
Technical/Engineering / DTP • US/Western Europe (On/Near Shore: typically higher cost) •Customized solution / “high” touch solutions •Specialty applications •IP potential issues
• Eastern Europe, India, China (Off Shore: typically lower cost) •Scale: Large volume projects •Standard tasks, repetitive tasks
Webinar Agenda
The Basic Localization Process
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Localization Definition Review
adapting a product, product software, software or content for a specific international market or locale and testing the results to ensure that the localized product works correctly as intended
Prep/Setup
Translation
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Engineering
Graphics and DTP
QA and Testing
Changing language may force other changes Layout to accommodate different number of words and characters and typographical rules
Data formats to accommodate dates dates, currencies currencies, lists, lists numbers, numbers addresses
Visuals to accommodate cultural references and signifiers References to accommodate cultural differences and context
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Translation: A Multi-Step Program
Phase I Translation
Phase II Translation text edit/proof
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Phase III T Translation l ti edit/proof in final format
Phase IV Client proof in final format
Key Translation Considerations
Clarity and Readability of the Text
Cultural Biases
Goals and objectives of content
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Clarity of the Intentions i Audience Analysis
Consistency
Real Examples of Literal Translations
T k Hotel Tokyo H t l
• If you want the condition of cool in your room, please control yourself.
Paris Hotel
• Guests are expected to complain at the office between the hours of 9am and 10am each hd day.
Vienna Vi Hotel
• In case of fire, do your utmost to alarm the porter.
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Accounting for Quality Through Process
Linguistic Quality • Qualified, in-country, native speakers • Multi-step Translation Process (Edit/Proof) • Sampling • Client Review Cycle • Tools: • TM, Glossaries, Style Guides
Final Quality • Post translation QA checks • Final Fi l build/DTP b ild/DTP QA checks h k • In-Context Reviews
Webinar Agenda
Localization Tools and Technology
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Computer Assisted Translation Tools CAT = Computer Assisted Translation Complement / support human translators
Main Purpose off CAT tools l is to secure the h Translation l “Information “ f Pool” as an immediate in-house asset to: / y recurrent translation work Automate/Recycle Give immediate access to standardized terminology Improve consistency, quality, accuracy, efficiency Reduce costs Consolidate/Improve turnaround time (TAT) over the long term Key CAT Tools: Glossaries / Terminology Management Systems Translation Memories Company confidential – distribution prohibited without permission
Glossaries and Terminology Management Systems “The What” Multi-lingual g database of keyy corporate p terms,, definitions,, context, gender, source, etc. Integrated with Translation Memory Establish linguistic standards and encourages consistency in usage Protects corporate terminology and brand Can be shared corporate wide (outside of the th translation t l ti process))
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Glossaries and Terminology Management Systems “The How” Extract of key terms, nouns and nounphrases h ffrom content sources Translations sent to client for approval Approved translations used for all translation projects by translators, editors, proofers,, etc. p Typically done prior to translation of core materials
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Translation Memory Technology that enables users to store translated data within a database for re-use or sharing System matches existing translated segments against new source files Allows for leveraging of translations
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Match Types Exact Match… is a segment which is 100% identical to a segment stored within the translation memory
Fuzzy match… A segment that partially (50-99%) matches a segment within the translation memory Because of the diminishing return as the match gets fuzzier, anything below 75% is considered “no match” for pricing purposes
No Match… A segment in the current source text does not match a segment existing in the TM database
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Translating with Translation Memory
This is a sample file to show how a translation memory system works k
This is a sample file to show how a translation memory system works k
This is the original file
This is the updated file
It will be translated using Translation Memory
It is not that different to the other file
100% match: identical to previous version Fuzzy match: similar to previous version No match: No match found in TM
Benefits of Translation Memory and Glossaries Improve consistency and quality Compare new content against existing translated material. Reduce cost Reuse content to reduce and eliminate the need for formatting. Increases speed, productivity, and efficiency of overall process
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What is Machine Translation (MT)? MT addresses the productivity improvement need for “New Content� MT is characterized by the absence of human intervention during the translation process MT is not and will never be perfect Combining machine and human translation creates a process that ensures the best quality. Company confidential – distribution prohibited without permission
Projects Most Suitable for MT
Large volume, “repeatable” type content
Internal content, “good enough” vs. publishable quality Company confidential – distribution prohibited without permission
Technical documentation
“Gist” – acceptable quality (Google/Bablefish)
A Word on Style Guides While not a formal tool or technology, per se, can still be a very important tool for translation Style guides define specific usage, formats, fonts, related to specific locali ed products localized Examples: How translators should write titles,, headings, g , numbers,, and metrics The manner & tone of addressing the user Items that need to be left in English (fund names, brand references) Standardized treatment for acronyms
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Costing Localization Projects
Costing i Localization li i Projects j
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Why is it so Expensive? Perception versus reality “not just translation” Trade requires highly skilled resource base Linguists and technical Base costs typically ll multiplied l l d by b number b off languages l Industry study on amount companies spend on localization activities .05-2.0% of international revenues Often not formally budgeted for
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Some of the Key Drivers of Cost/Price
Complexity of Source files
Number of words and languages
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Graphics
Required scope of services
Resources required q
Turnaround time
Sample Costing 100 DOC pages at 150 words per page 15,000 words at .23/word = $3,450 (Average translation word rate) Other tasks (DTP, Setup, etc.) $45-65/hour (on average) Language dependent hours = Hard to estimate without source files “Thumb in the wind budgeting for standard t d d project” j t” – Multiply number of words by a slightly higher word rate. 15,000 x .28 = 4,200 / language Company confidential – distribution prohibited without permission
Improving Productivity/Lowering Costs
Productivity d i i
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Productivity
Translation productivity
DTP productivity
Key productivity areas
Art/graphics productivity
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Engineering productivity
Improving Productivity Translation Provide quality source materials (concise, clear) Provide reference materials Provide training Provide on iintended style, P id iinstructions i d d audience, di l etc. Remove ambiguous text and references
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Improving Productivity Engineering Provide source file formats Detailed information and instructions Clearly indentify translatable and “non-translatable” elements Information regarding build/testing I f i and d iinstructions i di b ild/ i Clear understanding of services required Training
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Improving Productivity DTP Provide source file formats Detailed information and instructions Information on OS version (MAC/PC) and Application versions Layer text iin graphics L hi ffor editing di i Provide necessary and custom fonts Any required settings Reference materials (PDF’s, etc.) How to handle text expansion issues
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Summary and Closing
Critical i i l Success Factors
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Remember – Customize the Solution for Your Needs People & Process Still Key One size does not fit all Project goals/objectives will impact solution Content type may impact overall solution
Localization is still about skilled resources Many kinds of different professionals who perform specific tasks Need to cater for their productivity and ability to do their work
Localization is about process For localization to be efficient, many tasks need to be semiautomated d Human time is the most expensive time The source material needs to cater for this
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Knowledge Center
Download White Papers • Building Stronger Brands Around the World: A Guide to Effective Global Marketing • Strengthening Global Brands: Key Steps for Meaningful Communications around the World • Building a Global Web Strategy: Best Practices for Developing l i your International i lO Online li Brand d
View Webinars On-Demand • The Art and Science of Global Navigation • The Best Global Web Sites (and Why) • Mastering Multilingual Marketing
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Questions?
Anja Schaefer anja.schaefer@lionbridge.com
Arnold Koh arnold.koh@lionbridge.com
Lionbridge www.lionbridge.com http://blog.lionbridge.com http://twitter.com/Lionbridge http://www.facebook.com/L10nbridge Company confidential – distribution prohibited without permission