Localization 101

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!

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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?

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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.

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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