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 [email protected]@lionbridge.com

Anja has held various roles in project management, operations management and solution development and has a deep knowledge of the localization industry

fDriven by a strong focus on understanding client needs, she is passionate about developing innovative solutions that are tailored to each customer’s unique requirements

Arnold KohSolutions [email protected]

I i i h Li b id A ld h k d i h b fIn nine years with Lionbridge, Arnold has worked with a number of industry leaders in developing and implementing innovative localization solutions

Arnold works with new and existing clients in defining business

Company confidential – distribution prohibited without permission

requirements, developing localization solutions, and providing guidance, insight and expertise during pre-sales and implementation

About Lionbridge

Global ScaleGlobal Scale Market LeadershipMarket LeadershipGlobal ScaleGlobal Scale4,600 employees 26 countries

• Global network of 25,000 translators

Market LeadershipMarket LeadershipLeader in $14B services industry• Translation and adaptation of products

and content for international markets

Global ClientsGlobal ClientsRecurring relationships with 500+

Hosted TechnologyHosted TechnologyW b b d l t h l Recurring relationships with 500+

global clients• 80% of revenue comes from recurring clients• 12 of the Fortune 20 companies are client

Web-based language technology platform• Enhances competitive advantage• Drives efficiency


Goals and Objectives of Today’s Webinar

Provide participants with an introductory understanding of localization and translation industryindustry

Review localization key terms, concepts, and principles

Identify localization tools and a best practice process

Provide participants with the knowledge b i i l li i j


to begin scoping localization projects

Webinar Agenda

Localization BasicsLocalization Basics

Key Localization ResourcesKey Localization Resources

The Basic Localization ProcessThe Basic Localization ProcessThe Basic Localization ProcessThe Basic Localization Process

Localization Tools and TechnologyLocalization Tools and Technology

ProductivityProductivity

Costing Localization ProjectsCosting Localization Projects

C iti l S F tC iti l S F t


Critical Success FactorsCritical Success Factors

Why is Localization Important To Businesses Today?

Access to new revenue and global customers

M i f i i Maintenance of existing revenue

Customer satisfaction

Allows access to global markets by adapting a 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)product (through higher international revenues)

Increased market share and global competitiveness


Poll

How much experience, if any, do you have with translation & localization?

NoneJust getting started (0 12 months)Just getting started (0-12 months)Have dealt with it previously but not recentlyInvolved with localization for 1+ yearInvolved with localization for 1 year


What Are Some of the Challenges?

Costs associated with localization

Increasing customer expectationsMore contentGrowth in required languages

“ h lf l f ” f dDecreasing “shelf-life” of content and shorter product cycles

Increasing complexity of localization/Increasing complexity of localization/ translation projects

Changing localization ecosystem of tools, best practices, solutions

Managing and procuring localization resources

Lack of internal expertise


Lack of internal expertise

Literally Thousands of Languages

230 Living Languages in Europe41 Official Languages

2058 Living Languages in Africa28 Official Languages28 Official Languages

9 Living Languages in Middle East3 Official Languages

There are 72 separate & official languages in the EMEA region alone!


Growth is Migrating to Developing Nations

Reaching One Billion Users requires +/- 127 languagesConnecting Five Billion Users will necessitate more than 1,000 languages

I t t T T L

English

Chinese

329

159

Internet Top Ten Languages

Spanish

Japanese

German

89

86

59

1,400,000,000

1,200,000,000

1,000,000,000

800,000,000

French

Portugese

Korean

56

40

34

600,000,000

400,000,000

200,000,000

0

e c e e e e a e a o a y k a o c o e o a a a k e ya

Italian

Arabic

Rest of World Languages

31

28

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203


Millions of Users

0 35050 100 150 200 250 300

Definitions : Key Globalization Terms

Globalization (G11N)Refers to a broad range of business and technical processes g p

necessary to launch products and company activities internationally.

Localization (L10N)Process of adapting a product to a language so it seems natural to that region. Typically refers to software products involving changes

f

Internationalization (I18N)Process of generalizing a product to support multiple languages and cultural conventions without redesign. Typically used in

f f f to the writing system, keyboard usage, fonts, date, time, and monetary formats.

reference to adapting software code for “double-byte” Asian character sets.

TranslationProcess 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

Grammar

CULTURE FORMATS

M di MiColloquialisms

CharactersWeb Bandwidth

Media Mix

Mobile DevicesAcronyms

Mobile Devices

GRAPHICS & LAYOUT

Expansion Contraction

METRICS & Conversions

£$ と ILT の作成

€ ¥4/11/06

cm ≠ inchesmL≠ ounces


April 11 or November 4?

Webinar Agenda

Key Localization ResourcesKey Localization Resources


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 / TranslatorsExecutes linguistic aspects of the project including translationReviews the work of freelance translatorsS l d d d i lSets style standards and manages terminology

Localization EngineersResponsible for all technical aspects of localization projects, including

j t ti ft d li h l i i ili dproject preparation, software and online help engineering, compiling, and testing

Desktop PublishersR ibl f l t l li d fil d ti t fResponsible for layout, prepares localized files production, converts of printed documentation to online format

Testing and QA resourcesDepending on the project a variety of testing and QA resources may be


Depending on the project, a variety of testing and QA resources may be involved to ensure quality in the localized deliverable

Specialists May Be Required at Times

Internationalization specialists

Audio / Video resources Studio engineers

lVoice talentMultimedia experts

Terminologists

Marketing / Cultural expertsg / p

Subject matter experts


Who’s Doing the Translating?

Professionally trained translators

In-country, native speakers of target languagey, p g g g

Typically formally educated in linguistics (Bachelors Degree minimum)( g )

Domain specific experience (Software/IT, Marketing, etc.)( / , g, )

Experienced in industry standard productivity toolsp y

Often certified (ATA or another body)


( y)

Where is this work being done? Where should it be done?

Linguistic Tasks

• In Country

Project Management

• US/Western Europe (On/Near Shore typically higher cost)

Technical/Engineering / DTP

• US/Western Europe (On/Near Shore: typically higher cost)•Best quality and accuracy

• Other •Less than top quality ok•May be faster turnaround time, some degradation in quality

(On/Near Shore: typically higher cost)•Highly complex, customized projects and solutions

•Ease of communication is a requirement

• Eastern Europe, India, China

(On/Near Shore: typically higher cost)•Customized solution / “high” touch solutions•Specialty applications•IP potential issues

• Eastern Europe, India, China g q y(Off Shore: typically lower cost)

•Standard projects•Communication challenges (time zones, language)

(Off Shore: typically lower cost)•Scale: Large volume projects•Standard tasks, repetitive tasks


Webinar Agenda

The Basic Localization Process


Localization Definition Review

adapting a product software or content for a specificadapting a product, 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 Engineering Graphics and DTP

QA and Testingand DTP Testing


Changing language may force other changes

Layout to accommodate different number of words and characters and typographical rules

Data formats to accommodate dates currencies lists numbersData formats to accommodate dates, currencies, lists, numbers, addresses

Visuals to accommodate cultural references and signifiers

References to accommodate cultural differences and context


Translation: A Multi-Step Program

Phase II Phase III T l ti Phase IV

Phase I Translation

Phase II Translation

text edit/proof

Translation edit/proof

in final

Phase IV Client proof

in final formatedit/proof format format


Key Translation Considerations

Clarity and

Goals and

Cultural Biases

Clarity of the i

Clarity and Readability of

the Text

objectives of content

Intentions -Audience Analysis

Consistency


Real Examples of Literal Translations

• If you want the condition of cool in your• If you want the condition of cool in yourT k H t l If you want the condition of cool in your room, please control yourself.If you want the condition of cool in your room, please control yourself.Tokyo Hotel

• Guests are expected to complain at the office between the hours of 9am and

h d

• Guests are expected to complain at the office between the hours of 9am and

h dParis Hotel

10am each day.10am each day.

Vi • In case of fire, do your utmost to alarm the porter.

• In case of fire, do your utmost to alarm the porter.

Vienna Hotel


Accounting for Quality Through Process

Linguistic Quality Final Quality

• Qualified, in-country, native speakers

• Qualified, in-country, native speakers

Quality

• Post translation QA checksFi l b ild/DTP QA h k

• Post translation QA checksFi l b ild/DTP QA h kspeakers

• Multi-step Translation Process (Edit/Proof)

speakers• Multi-step Translation

Process (Edit/Proof)

• Final build/DTP QA checks• In-Context Reviews• Final build/DTP QA checks• In-Context Reviews

• Sampling• Client Review Cycle• Tools:

• Sampling• Client Review Cycle• Tools:• Tools:

• TM, Glossaries, Style Guides

• Tools:• TM, Glossaries, Style

Guides

Webinar Agenda

Localization Tools and Technology


Computer Assisted Translation Tools

CAT = Computer Assisted TranslationComplement / support human translators

f l h l “ fMain Purpose of CAT tools is to secure the Translation “Information Pool” as an immediate in-house asset to:

Automate/Recycle recurrent translation work/ yGive immediate access to standardized terminology Improve consistency, quality, accuracy, efficiencyReduce costsReduce costsConsolidate/Improve turnaround time (TAT) over the long term

Key CAT Tools:Glossaries / Terminology Management SystemsTranslation Memories


Translation Memories

Glossaries and Terminology Management Systems

“The What”Multi-lingual database of key corporate terms, definitions, g y p , ,context, gender, source, etc.Integrated with Translation Memory

Establish linguistic standards and encourages consistency in usage

Protects corporate terminology and brandCan be shared corporate wide (outside of th t l ti )the translation process)


Glossaries and Terminology Management Systems

“The How”Extract of key terms, nouns and noun-h fphrases from 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


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 filessegments against new source files

Allows for leveraging of translations


Match Types

Exact Match… is a segment which is 100% identical to a segment stored within the translation memorytranslation 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 databasematch a segment existing in the TM database


Translating with Translation Memory

This is a sample file to show how a translation memory

k

This is a sample file to show how a translation memory

k

100% match: identical to previous version

system works

This is the original file

system works

This is the updated file

Fuzzy match: similar to previous versionfile

It will be translated using Translation

file

It is not that different to the

version

No match: No match found in TMusing Translation

Memorydifferent to the other file

match found in TM

Benefits of Translation Memory and Glossaries

Improve consistency and qualityCompare new content against existing translated material.

Reduce costReduce costReuse content to reduce and eliminate the need for formatting.

Increases speed, productivity, and efficiency of overall processefficiency of overall process


What is Machine Translation (MT)?

MT addresses the productivity improvement need for “New Content”

MT is characterized by the absence of human intervention during thehuman 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.


ensures the best quality.

Projects Most Suitable for MT

Large volume, “repeatable” type content

Technical documentation


Internal content, “good enough”vs. publishable quality

“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 localized productsto specific locali ed products

Examples:How translators should write titles, headings, numbers, , g , ,and metricsThe manner & tone of addressing the userItems that need to be left in English (fund names, brand references)Standardized treatment for acronyms


Costing Localization Projects

i li i jCosting Localization Projects


Why is it so Expensive?

Perception versus reality“not just translation”

Trade requires highly skilled resource baseLinguists and technical

ll l l d b b f lBase costs typically multiplied by number of languages

Industry study on amount companies spendIndustry study on amount companies spend on localization activities

.05-2.0% of international revenuesOften not formally budgeted for


Some of the Key Drivers of Cost/Price

Complexity of Source

files

Number of words and languages

GraphicsRequired scope of services

Resources required

Turnaround timefiles languages services q


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)$45-65/hour (on average)

Language dependent hours = Hard to estimate without source files

“Thumb in the wind budgeting for t d d j t”standard project” –

Multiply number of words by a slightly higher word rate. 15,000 x .28 = 4,200 /


language

Improving Productivity/Lowering Costs

d i iProductivity


Productivity

Translation productivity

Key productivity

areas

Engineering productivity

DTP productivity

areas

Art/graphics productivity


Improving Productivity

TranslationProvide quality source materials (concise, clear)Provide reference materialsProvide trainingP id i i i d d di lProvide instructions on intended audience, style, etc.Remove ambiguous text and references



EngineeringProvide source file formatsDetailed information and instructionsClearly indentify translatable and “non-translatable” elementsI f i d i i di b ild/ iInformation and instructions regarding build/testingClear understanding of services requiredTrainingTraining



DTPProvide source file formatsDetailed information and instructionsInformation on OS version (MAC/PC) and Application versionsL i hi f di iLayer text in graphics for editingProvide necessary and custom fontsAny required settingsAny required settingsReference materials (PDF’s, etc.)How to handle text expansion issues


Summary and Closing

i i lCritical Success Factors


Remember – Customize the Solution for Your NeedsPeople & Process Still Key

One size does not fit allProject goals/objectives will impact solutionContent type may impact overall solution

Localization is still about skilled resourcesMany kinds of different professionals who perform specific tasksNeed to cater for their productivity and ability to do their work

Localization is about processFor localization to be efficient, many tasks need to be semi-

dautomatedHuman time is the most expensive time

The source material needs to cater for this


Knowledge Center

• Building Stronger Brands Around the World: A Guide to Effective Global Marketing

Download White Papers

to Effective Global Marketing

• Strengthening Global Brands: Key Steps for Meaningful Communications around the World

• Building a Global Web Strategy: Best Practices for l i i l O li d

View Webinars On-Demand

Developing your International Online Brand

• The Art and Science of Global Navigation

• The Best Global Web Sites (and Why)

• Mastering Multilingual Marketing

• The Art and Science of Global Navigation

• The Best Global Web Sites (and Why)

• Mastering Multilingual Marketing


Questions?

Anja Schaefer

[email protected]

Arnold Koh

[email protected]

Lionbridge

[email protected]

www.lionbridge.com

http://blog.lionbridge.com

http://twitter.com/Lionbridge


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