White Paper: An Introduction to Translation and Localization for the Busy Executive

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White Paper: An Introduction to Translation and Localization for the Busy Executive

Introduction

The localization process can be daunting for anyone stepping into arole with responsibilities for developing global markets for productsand services. What initially seems like a simple “language conversion”can rapidly move into unfamiliar territory as you discover the culturaland technical complexities of localization.

To help the busy executive understand the localization process — andleverage this knowledge to oversee successful, cost-effective projects —we’ve created this overview of translation and localization. With abetter understanding of the process, you’ll be able to not only get agood start but also avoid common pitfalls.

This white paper will help you:

  • Understand industry terminology
  • Compare in-house versus outsourced localization solutions
  • Understand localization technology, quality and process
  • Utilize five tips to start your project

Terminology and the Basics

Let’s begin with an understanding of the terminology used in localization.

Globalization: In our industry context,globalization is the process of developing software, products or digitalcontent that are intended for worldwide markets. There are twocomponents to the process: internationalization (technically enablingthe product to be used without language or culture barriers) andlocalization (translating and enabling the product for a specific localmarket).

Internationalization: This process is primarily anengineering process where the software or digital content is developedand/or modified so that it can be localized into other languages andlocales. For example, a properly internationalized software applicationhas all of its translatable text externalized from the code to filesthat can be easily found and translated. It is also able to handlethings like multi-byte character sets (e.g., Japanese, Chinese), textexpansion (some translated strings may expand by 30-50% over English),multilingual sorting patterns, currency denominations, and so on.

Localization: The process of converting a program,content or website for a particular market such that all of the text istranslated accurately and with the right style into the native language,and local conventions are used for sorting, formatting, currency, etc. Asimple example is the need for resizing dialogues and controls of auser interface to accommodate longer character strings or different hotkeys. Testing the translated application or site is also an importantpart of the task, as is editing graphics, reformatting documents andother final production steps after translation.

Getting Started with Localization

The first decision is deciding what to localize and into whatlanguages. This is a marketing and business development decision drivenby anticipated market demand, competitive analysis and/or large dealsthat require localized product. In addition to the product itself,localization of the pre- and post-sale information and all othercustomer touch points should be considered. Things that are typicallylocalized for a product or service include marketing collateral andcommunications, the product itself, product manuals and user guides,marketing websites and support FAQ’s. Of course budgets also need to beconsidered in deciding what to localize.

Since the cost of localization is usually far less than the originalcost of developing the product, the ROI for localizing a product, basedon the revenue from new global markets, can be quite attractive.However, localization is clearly not inexpensive. The cost can varydramatically based on the size and complexity of the project, which isthen factored by the number of target languages. A small application orwebsite localized into a single language might cost $5-10K while a largemultilingual effort can run up to six and seven figures.

In-house vs. Outsourced Localization Solutions

There is a spectrum of solutions to choose from for localization. Atone end is a totally in-house localization operation while at the otheris a completely outsourced, turnkey model using a Localization ServiceProvider (LSP). In-house provides maximum control while outsourcedoffers maximum flexibility. For the right conditions, both solutions canprovide high value and high quality but which works best is a functionof volume, workload stability and a company’s appetite for scalinginternal teams. With enough volume, stable demand and a long-termcommitment to the business model, an in-house model might be the rightapproach. However, low or variable needs are addressed with anoutsourced model. Almost all companies will have some elements of both.Even companies with the greatest demand such as GE, Google, Microsoftand IBM outsource most of their localization. In addition to theeconomics of outsourcing to specialized firms, companies often cite thebenefit of keeping a cost center that is outside of their core businessas a flexible on-demand service.

A Localization Service Provider can be thought of as translationagency on steroids. Besides language translation services, LSPs alsooffer a range of engineering, content layout and testing services thattransform the translated text into final media for consumption. Withsoftware, this can mean things like adjusting the User Interface so itproperly displays translated text. For documentation, it’s reflowingtranslated text, applying adapted styles and formats and thenre-paginating the layout to accommodate changes caused by expanded textlength. With digital content or a global website, it might beinterfacing with a content management system to ensure that translatedcontent displays properly.

There are two types of LSPs. Single Language Vendors (SLVs) arecompanies that specialize in one target language or locale and they areusually found in the native country for that language. SLVs aregenerally focused on translation tasks that are unique to each language.Multi-Language Vendors (MLVs) work with multiple languages and willusually be responsible for the localization of a project into ALL of thetarget languages the client is looking for. MLVs also combine theprocess management and technical services that are common acrosslanguages with the language services of the SLVs. The advantage of thisapproach is that the client has a single entity coordinating andmanaging the entire project – and consistency of key elements acrosslanguages. Depending on their operating model, MLVs will work eitherdirectly with “in-country” translators in each target market, or theywill “subcontract” one or more of the target languages to SLVs.

Using the SLV model means that the client is responsible for addingthe centralized MLV components of management and technical services tothe translation, and coordinating all of the activities between thevarious languages. This approach can be effective for companies thathave a strong internal localization team and processes in place and whoare dealing with a single or relatively few languages. Companies thatare newer to localization, have many languages, or don’t want to hire alarge internal team, generally find the MLV model to work better forthem.

Effective procedures for communicating and working with a serviceprovider are some of the most important things a client should establishat the beginning of a project. Objectives should be discussed anddocumented including who will be involved in the project, who thedecision makers are, what resources are available, what escalationprocesses will be used, etc.

Translation Quality

Of course the most basic component of localization is translation.Like any editorial effort, the outcome is based on the right combinationof talent and process. Getting good quality translation starts withselecting the right language team. For the most part, these areprofessional translators and editors who reside in their country andwork from English (and other languages) into their native tongue. Goodagencies put these linguists through rigorous tests to qualify only thebest, and then assign them to jobs based on their areas of expertise. Agood process includes training the team, developing glossaries and styleguides, having an editor review the original translation, andincorporating market preferences and feedback.

Maintaining Consistency

One measure of the quality of a localized product is the consistencyof the language used within the product itself, across products within asuite or family, and across subsequent releases. There are two primaryfactors that help a company maintain that consistency. First there isthe consistency of the people involved in the project. That is, not justusing the same company, but the same translators across products orfrom release-to-release. The second is the use of tools and technologythat allow translations to be “leveraged” from product-to-product andversion to version. This helps insure that terminology and sentences aretranslated the same way in all occurrences.

Localization Technology and Process

There are several types of technologies or tools that can aid theprocess of translation and localization. Machine Translation (MT) iswhat most people think of when it comes to computers and translation.Its origins date back to military intelligence during the cold war eraand it is software that programmatically converts one language intoanother. Although the quality of MT-generated translation has improvedover the years, the successful use of it for localization has beenlimited to only a small group of companies. These companies haveextremely large document translation requirements and a controlledauthoring environment that restricts the way original content is writtento make it easier to translate. For most others, MT is not acost-effective near-term solution.

Computer-assisted translation (known as Translation Memory) is atechnology for applying automation to the act of human translation. Itis technology that parses and saves every translated sentence to adatabase in real time, allowing the translator to reuse previouslytranslated material and focus only on the parts that are new or changed.This Translation Memory technology usually includes TerminologyManagement for creating and reusing translated terms. Translation Memoryis especially helpful for localization since software and websites tendto have a significant amount of repetitive text and are usuallyrevision oriented with the ability to re-use translations from previousversions. Any localization solution you consider should use commerciallyavailable Translation Memory tools to ensure portability of theseassets.

The localization process

A typical localization project ranges anywhere from one to fourmonths depending on the size and complexity of the project. Since atranslator normally translates about 2,000 words per day, it is notunusual to see a larger project require up to 20 translators and foureditors or more per language working in parallel. And that is often themost straightforward part of the project — usually about one half of theoverall effort. Localization of a software or web application has about20 process stages to it beginning with engineering and glossarydevelopment tasks and ending with linguistic and localized UI testing.These are often proceeding in synch with the development effort so thatthe localized versions can be launched with the English.

Historically, localization has always been project oriented with abeginning and an end. And for the most part, that is still the way it istoday including the first-time localization of a website. However,maintaining localized websites has brought about a new approach.Maintaining websites, especially those implemented using a ContentManagement System (CMS), need to be handled in a much more dynamic andgranular fashion, e.g., frequent webpage changes vs. a new softwareversion. To address this, several companies have brought GlobalizationManagement Systems to market that interface with the CMS for thepurposes of detecting change and managing the localization process as aworkflow “stream” rather than a project.

Five recommendations for getting started:

In closing, here are five recommendations that will help companies that are new to localization get started:

  1. Become a smart buyer. Having read this you’ve perhaps got a good start going. The Localization Industry Standards Association (www.lisa.org) has produced a localization primer that you can obtain here: www.acclaro.com/localization-white-papers. In the US, there is also the Localization Institute (www.localizationinstitute.com) which is a great source of vendor-neutral information and training. There is also a trade publication, Multilingual Computing (www.multilingual.com), which is a good source of timely information on localization issues.
  2. Assess your global readiness. Are your products ready to be localized? Determining this up front and resolving any problems before you begin the localization process will save you some stress and much money downstream.
  3. Be leery of handing off the localization of your product(s) to distributors. This always looks great at first since it appears to reduce your upfront costs. However, great salesmen and channel partners do not necessarily make good localizers. There are many stories of contract nightmares, switching fees, quality/consistency issues and missed deadlines with this approach.
  4. Compare your quotes. Make sure you’re comparing apples-to-apples when selecting a vendor and know exactly what is included (e.g., testing, number of reviews/revisions, etc.).
  5. Look for a partner. Like remodeling your house, know that you’re going to run into some surprises. Pick someone you can trust to help you weigh the issues and recommend solutions. You should feel confident that your project contacts can think on their feet and are empowered to act and keep your project on track.

Summary

Putting this information to use can make a difference to both thequality of your final product — but also to your team morale and budget.Preparing a solid localization plan with your provider sets thefoundation for the effectiveness of the project. And, following yourplan, including maintaining flexibility and a learning attitude will go along way to helping your project not only succeed but flourish in itsnew language market.