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
f on understanding client needs, she is passionate
about developing innovative solutions that are tailored to each
customer’s unique requirements
Arnold Koh
Solutions Architect
arnold.koh@lionbridge.com
In
I nine
i years with Lionbridge,
i h Li b id A Arnold has worked
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
• Global network of 25,000 translators • Translation and adaptation of products
and content for international markets
Hosted Technology Global Clients

Web-based
W bb d language
l technology
t h l Recurring relationships with 500+
platform global clients
• Enhances competitive advantage • 80% of revenue comes from recurring clients
• Drives efficiency • 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

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

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

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

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

Literally Thousands of Languages
230 Living Languages in Europe

41 Official Languages
2058 Living Languages in Africa
9 Living Languages in Middle East
There are 72 separate & official

languages in the EMEA region alone!

I t
Internet
Portugese
Japanese
Spanish
German
Chinese
English
Korean
French
Arabic
Italian
t Top
Rest of World Languages

T Ten
0
L
28
31
34
40
50
T Languages
56
59
86
89

100
200,000,000
400,000,000
600,000,000
800,000,000
0
1,000,000,000
1,200,000,000
1,400,000,000
Chinese e
150
Arabicc
Hindi
English
Spanish
159
Bengali
Portuguese e
Millions of Users
Russian
Japanese e
German
French
Korean
200
Javanese e
Telugu
Marathi
203
Vietnamese e
Tamil
Italian
Turkish
Urdu
Punjabi
Ukrainian
Gujarati
250
Thai
Polish
Malayalam
Kannada a
Oriyaa
Burmese e
Azerbaijani
Farsi
Reaching One Billion Users requires +/- 127 languages
Sunda a
Pashto o
Romanian
Growth is Migrating to Developing Nations
300
Bhojpuri
Hausa a
Maithili
Malayy
Serbo-Croatian
Awadhi
Uzbekk
Yoruba a
329
Dutch
Sindh
350
Igboo
Amharicc
Oromo o
Indonesian
Tagalog
Nepali
Assamese e
Saraiki
Cebuano o
Hungarian
Chittagonian
Zhuang
Shona a
Madura a
Sinhalaa
Connecting Five Billion Users will necessitate more than 1,000 languages
Marwari
Magahi
Haryanyi
Greekk
Czech
Chhattisgarhi
Fulfuldee
Deccan
Malagasyy
Belarusan
Definitions : Key Globalization Terms
Globalization (G11N)
Refers to a broad range
g of business and technical pprocesses
necessary to launch products and company activities internationally.
Internationalization (I18N) Localization (L10N)

Process of generalizing a product to support Process of adapting a product to a language
multiple languages and cultural conventions so it seems natural to that region. Typically
without redesign. Typically used in refers to software products involving changes
reference
f to adapting software
f code for
f to the writing system, keyboard usage, fonts,
f
“double-byte” Asian character sets. 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 CULTURE FORMATS

Grammar
M di Mi
Media Mix
Colloquialisms
Web Bandwidth
Characters
Mobile Devices
Acronyms
GRAPHICS & LAYOUT METRICS & Conversions
Expansion Contraction $£ と ILT の作成

cm ≠ inches
€ ¥ mL≠ ounces
4/11/06
April 11 or November 4?

Webinar Agenda
Key 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 / Translators
Executes linguistic aspects of the project including translation
Reviews the work of freelance translators
Sets
S stylel standards
d d and d manages terminology
i l
Localization Engineers
Responsible for all technical aspects of localization projects, including
j t preparation,
project ti ft
software d online
and li h l engineering,
help i i compiling,
ili and
d
testing
Desktop Publishers
Responsible
R ibl for
f llayout,
t prepares llocalized files production,
li d fil d ti converts
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
Specialists May Be Required at Times
Internationalization specialists
Audio / Video resources

Studio engineers
Voice talent
l
Multimedia experts
Terminologists
Marketingg / Cultural experts
p
Subject matter experts

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)

Where is this work being done? Where should it be done?
Linguistic Tasks Project Management Technical/Engineering / DTP
• In Country • US/Western Europe • US/Western Europe

•Best quality and accuracy (On/Near Shore:
Shore typically higher cost) (On/Near Shore: typically higher cost)
•Highly complex, customized projects and •Customized solution / “high” touch solutions
• Other solutions •Specialty applications
•Less than top quality ok •Ease of communication is a requirement •IP potential issues
•May be faster turnaround time, some
g
degradation q y
in quality • Eastern Europe, India, China • Eastern Europe, India, China
(Off Shore: typically lower cost) (Off Shore: typically lower cost)
•Standard projects •Scale: Large volume projects
•Communication challenges (time zones, •Standard tasks, repetitive tasks
language)

Webinar Agenda
The Basic Localization Process

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
Graphics QA and
Prep/Setup Translation Engineering
and 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
dates, currencies
currencies, lists,
lists numbers,
numbers
addresses
Visuals to accommodate cultural references and signifiers
References to accommodate cultural differences and context

Translation: A Multi-Step Program
Phase III
Phase II Phase IV
T
Translation
l ti
Phase I Translation Client proof
edit/proof
Translation text in final
in final
edit/proof format
format

Key Translation Considerations
Clarity and
Cultural Biases Readability of
the Text
Goals and Clarity of the

objectives of Intentions
i -
Consistency
content Audience
Analysis

Real Examples of Literal Translations
• If you want the condition of cool in your

T k Hotel
Tokyo H t l room, please control yourself.
• Guests are expected to complain at the

Paris Hotel office between the hours of 9am and
10am each hd
day.
Vienna
Vi • In case of fire, do your utmost to alarm
the porter.
Hotel
Accounting for Quality Through Process
Final
Linguistic Quality
Quality
• Qualified, in-country, native • Post translation QA checks
speakers • Final
Fi l build/DTP
b ild/DTP QA checks
h k
• Multi-step Translation • In-Context Reviews
Process (Edit/Proof)
• Sampling
• Client Review Cycle
• Tools:
• TM, Glossaries, Style
Guides
Webinar Agenda
Localization Tools and Technology

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

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))

Glossaries and Terminology Management Systems
“The How”
Extract of key terms, nouns and noun-
phrases
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

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

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

Translating with Translation Memory
This is a sample file This is a sample file 100% match:

to show how a to show how a identical to previous
translation memory translation memory version
system worksk system worksk
Fuzzy match:
This is the original This is the updated similar to previous
file file version
It will be translated It is not that No match: No

using Translation different to the match found in TM
Memory other file
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

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.

Projects Most Suitable for MT
Large volume, “repeatable” Technical documentation

type content
Internal content, “good enough” “Gist” – acceptable quality

vs. publishable 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

Costing Localization Projects
Costing
i Localization
li i Projects
j

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 byb 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

Some of the Key Drivers of Cost/Price
Complexity Number of Required

Resources Turnaround
of Source words and Graphics scope of
required
q time
files languages services

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
Improving Productivity/Lowering Costs
Productivity
d i i

Productivity
Translation
productivity
Key
DTP Engineering
productivity productivity productivity
areas
Art/graphics
productivity

Improving Productivity
Translation
Provide quality source materials (concise, clear)
Provide reference materials
Provide training
Provide
P id iinstructions
i on iintended
d d audience,
di style,
l etc.
Remove ambiguous text and references

Engineering
Provide source file formats
Detailed information and instructions
Clearly indentify translatable and “non-translatable” elements
Information
I f i and d iinstructions
i regarding
di b build/testing
ild/ i
Clear understanding of services required
Training

DTP
Provide source file formats
Detailed information and instructions
Information on OS version (MAC/PC) and Application versions
Layer
L text iin graphics
hi ffor editing
di i
Provide necessary and custom fonts
Any required settings
Reference materials (PDF’s, etc.)
How to handle text expansion issues

Summary and Closing
Critical
i i l Success Factors

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 semi-
automated d
Human time is the most expensive time
The source material needs to cater for this

Knowledge Center
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• Building Stronger Brands Around the World: A Guide

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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

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Translation/Localization 101:

Join us in tweeting this webinar

Presented By Anja Schaefer and Arnold Koh

Global Scale Market Leadership

Hosted Technology Global Clients

Company confidential – distribution prohibited without permission

Provide participants with an introductory

Review localization key terms,

Identify localization tools and a

Provide participants with the knowledge

Company confidential – distribution prohibited without permission

Key Localization Resources

The Basic Localization Process

Localization Tools and Technology

Costing Localization Projects

Company confidential – distribution prohibited without permission

 Access to new revenue and global customers

Company confidential – distribution prohibited without permission

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

Company confidential – distribution prohibited without permission

Costs associated with localization

Company confidential – distribution prohibited without permission

230 Living Languages in Europe

There are 72 separate & official

Company confidential – distribution prohibited without permission

Rest of World Languages

Company confidential – distribution prohibited without permission

Internationalization (I18N) Localization (L10N)

Source: Multilingual Computing Magazine

LANGUAGE CULTURE FORMATS

GRAPHICS & LAYOUT METRICS & Conversions

Expansion Contraction $£ と ILT の作成

Company confidential – distribution prohibited without permission

Key Localization Resources

Company confidential – distribution prohibited without permission

Project Manager (PM)

Audio / Video resources

Company confidential – distribution prohibited without permission

Professionally trained translators

Typically formally educated in linguistics

Experienced in industry standard

Company confidential – distribution prohibited without permission

Linguistic Tasks Project Management Technical/Engineering / DTP

• In Country • US/Western Europe • US/Western Europe

Company confidential – distribution prohibited without permission

The Basic Localization Process

Company confidential – distribution prohibited without permission

Company confidential – distribution prohibited without permission

Layout to accommodate different number of words and characters

Company confidential – distribution prohibited without permission

Company confidential – distribution prohibited without permission

Goals and Clarity of the

Company confidential – distribution prohibited without permission

• If you want the condition of cool in your

• Guests are expected to complain at the

Localization Tools and Technology

Company confidential – distribution prohibited without permission

CAT = Computer Assisted Translation

Company confidential – distribution prohibited without permission

Company confidential – distribution prohibited without permission

Company confidential – distribution prohibited without permission

Technology that enables users to store translated

System matches existing translated

Allows for leveraging of translations