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Slide 1: Localization 101: How to Avoid Being Left Behind in a Global Economy and Job Market Maxwell Hoffmann Manager Consulting & Training
Slide 2: About the Presenter • • • • Graphic Artist -> Typesetter -> DTP -> Localization Worked for variety of publishing solution vendors Former FrameMaker product marketing mgr 10 years in Localized publishing, production, and consulting: large scale projects in up to 22 languages • Trained over 1,000 people in past 25 years on variety of publishing solutions • Worked mostly with content creators and tech writers
Slide 3: Some definitions • Locale: “Combination of language, cultural preferences, character set, and other information that describes a particular target market or audience.” particular locale. Usually comes after internationalization in the shape of a package of services.” • Localization (L10N): “Process of adapting a product for a • Globalization (G11N): “Combination of internationalization • Internationalization (I18N): “Process of creating (or re- and localization, as well as implementation of a global strategy from early product development through localization.” engineering) a system to support multiple locales with a single set of source code. Usually a pre-requisite for successful localization.”
Slide 4: Some more definitions • Translation: “Process of translating, editing and proofing text.” • Translation Memory (TM): “a type of database that is used in software programs designed to aid human translators. Translation memories are typically used in conjunction with a dedicated computer assisted translation (CAT) tool, word processing program, terminology management systems, multilingual dictionary, or even raw machine translation output.” • Computer Assisted Translation (CAT): “a form of translation wherein a human translator translates texts using computer software designed to support and facilitate the translation process.”
Slide 5: Some more definitions • Machine Translation (MT): “performs simple substitution of words in one natural language for words in another. Using corpus techniques, more complex translations may be attempted, allowing for better handling of differences in linguistic typology, phrase recognition, and translation of idioms, as well as the isolation of anomalies.” • Glossary: “agreed upon definitions of key words, phrases, product names. Can be in English only (source) or in target languages as well. Glossaries help linguists to avoid ambiguous or alternate translations.”
Slide 6: Some more definitions • Controlled English (CE): “a controlled language originally developed for aerospace industry maintenance manuals. It offers a carefully limited and standardized subset of English. ” Proponents claim that Simplified English can: – Reduce ambiguity – Facilitate second language acquisition – Improve comprehension for people whose first language is not English – Make human translation cheaper and easier – Facilitate computer-assisted translation and machine translation
Slide 7: Globalization and You You are Here
Slide 8: Globalization: a confluence of events • End of the Cold War – Capitalism reaches Eastern Europe – Chinese economy thaws to the West • European Union (economy and language requirements.) • GATT and WTO (General Agreement on Trade and Tariffs and World Trade Org.) • NAFTA (Canada/USA/Mexico trade) and immigration • Growth of Internet and “dot.com” boom • Y2K and growth of India/off-shoring
Slide 9: Globalization: end of the Cold War • Autumn 1989 – Fall of Berlin Wall – Tiananmen Square stand off, Beijing – End of Soviet Union by 1991 • End of the “Cold War” – Huge new market opens that was “out of sight, out of mind” for 77 years – China liberalizes economic policies, huge market opens
Slide 10: Former Soviet Republics become viable markets • Now becoming common languages for Localization/Translation Significant “Soviet Satellite” Languages: •Hungarian •Polish •Czech
Slide 11: Mobility of Manufacturing and Services • General Agreement on Tariffs and Trade (typically abbreviated GATT) – Uruguay Round from 1986 to 1994, extended the agreement fully to new areas such as intellectual property, services, capital, and agriculture. – Out of this round the WTO (World Trade Org) was born. – Manufacturing (and Services) have moved offshore; more documentation not in English
Slide 12: Recommended Reading • When USA firms had to prep for Y2K, few programmers available for “old” programs • Turned to East Indian firms • Work was fast, good • Broadband became common, jobs went off shore • Software and services become portable; national boundaries are porous
Slide 13: Transformation of China • • • • Fourth largest economy Manufactures half the world’s motorcycles Some predict will be No. 1 economy by 2050 Read “A Year Without Made in China” to see impact on consumer goods in USA • Manufacturing supply chains are now permanently multinational and multilingual – Impact on manufacturing instructions – English source content translation can affect paint with or with lead content
Slide 14: European Union • Formally established 1993 • Currency (Euro) strengthens against Dollar ? ? ?
Slide 15: How does the EU affects me? • The EU has 23 official and working languages: – Bulgarian, Czech, Danish, Dutch, English, Estonian, Finnish, French, German, Greek, Hungarian, Italian, Irish, Latvian, Lithuanian, Maltese, Polish, Portuguese, Romanian, Slovak, Slovenian, Spanish and Swedish. • Medical devices and drugs require multilingual labels
Slide 16: Internet commerce eliminates boundaries • English speakers now a minority on WWW • Developing countries using cell phones for internet more • Rental kiosks making Internet shopping available to villages in India • Shoppers with limited English twice as likely to buy when WWW site is their own language • Hispanic (Latin America Spanish) is fastest emerging market domestically
Slide 17: The world has changed, but we haven’t • Virtually all USA managers grew up during the Cold War • Internet commerce is recent; global impact not obvious to everyone • We (USA) live (almost) in entirely in an Englishonly environment • We (USA) have a fairly homogenous popular culture • Translation and Localization is still an afterthought for many enterprises
Slide 18: Change in the last 7 years • In 2000, the three biggest countries by GDP were the U.S., Japan, and Germany. • The next four were France, Italy, the U.K., and China. • Seven years later China made it to the fourth slot. Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory
Slide 19: Balance of Language/Financial Power is shifting • Top 10 economies in 2007 Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory
Slide 20: Balance of Language/Financial Power is shifting - cont • Probable top 10 economies in 2050
Slide 21: Quiz: Which languages give you 76% of On-Line Access Population? • Question: name the 10 languages, in correct order: – – – – – – – – – – – – English French Italian German Spanish Japanese Chinese-Simplified Korean Russian Swedish Portuguese Chinese-Traditional • ANSWER 1. English 2. Chinese-Simplified 3. Japanese 4. Spanish 5. German 6. Portuguese 7. French 8. Korean 9. Italian 10. Russian Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory
Slide 22: Quiz: How do you reach 88% of the most economically active users? • Question: which 5 languages do you add to English to reach 88% of “spending” Internet users? 1. 2. 3. 4. 5. 6. 7. 8. 9. Chinese-Simplified Japanese Spanish German Portuguese French Korean Italian Russian • ANSWER 1. 2. 3. 4. 5. Japanese German Spanish (incl. USA) French Italian “FIGS-J” Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory
Slide 23: Your global markets will be tempered by sales opportunities Languages in a recent proposal for a medical device company (Doc and Help): • • • • • • • • • • • Chinese-Simplified Czech Danish Dutch Estonian Finnish French German Greek Hungarian Italian • • • • • • • • • • • Japanese Latvian Lithuanian Norwegian Polish Portuguese Russian Slovak Slovenian Spanish Swedish.
Slide 24: Agenda • How you influence cost of Localization/Globalization – Future career opportunities • Overview of Localization Process • Common Challenges to Localization
Slide 25: Agenda - cont. • Primary areas of Interest – Content creation: • Controlled or simplified English – – – – Glossaries and Terminology Managing Translation Memories Text formatting and page layout Graphics issues • Guidelines for selecting a Localization vendor
Slide 26: INTRO: How You influence L10N costs
Slide 27: Your areas of Influence • Text (content) structure – Controlled or Simplified English – Consistent wording to leverage previous translations • Terminology (glossaries) agreed upon definitions • Page Layout and template design – Text expansion in target languages • Text formatting issues • File management, directory structure and internal communications Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory
Slide 28: Overview of the L10N process
Slide 29: Localization Processes • L10N Equilibrium • Establishing Expectations • Standard Processes
Slide 30: Quality, Cost, Turnaround An equilibrium of three opposing forces Time Cost Quality
Slide 31: Understanding Roles (You) Fundamentally you (customer) are responsible for: • Planning for localization early • Identifying internal contact(s) • Clearly identifying the scope of work – Format of the source material – Estimated word counts – Target markets/languages • Establishing priorities in timeline, cost and quality
Slide 32: Understanding Roles (L10N vendor) Your LSP (Language Service Provider) should: • Help you to set realistic expectations • Generate strong understanding of project scope • Provide accurate analyses – Estimated resources needed – Project timeline • Communicate consistently • Have an early warning system for unexpected problems
Slide 33: Understanding Roles (Handoffs) Common pitfalls and fixes • Lack of planning – Become educated Terminology debates – Establish expectations with in-country representatives – Determine guidelines for glossaries – Glossaries will belong to you and can be used by multiple vendors Conflicting priorities – Balance timeline, cost, and quality • •
Slide 34: Defining the Project Project scope – Format of the source material – Estimated word counts – Target markets/languages • Identifying “hidden” costs – Change orders – Rush charges • Project analysis and planning • Project timeline and milestones
Slide 35: Typical Project Timeline
Slide 36: Project Life Cycle Source Files Prep Source for Linguistics Mark-up Files Translated Mark-up Files Edit Translation Translation Memory Convert to Source Format Translated Source Files Prepare Draft Deliverable TM Management Proofread Draft Deliverable QA Draft Deliverable Final Deliverable
Slide 37: Understanding the L10N Process Doc Online Doc Software Source Layout files, graphics Source Web or Help, graphics Resource files, string tables Team Engineering, DTP, QA, linguists On PDF Engineering, Graphic design, QA, linguists Compiled files (online) Engineering, QA, linguists Proofreading Compiled application (online) 0.1K to 100K Typical sizes 10K to 500K 10K to 500K
Slide 38: Project Tracking and Communication • Project schedule & milestones ID 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Task Name Doc Localization File Prep (50K words) Glossary development Terminology translation Client deliverable In-country review Translate/Edit (50K words) Postprocess/TM Format 1 (200 pages) Proofread (50K words) Format 2 (200 pages) Client deliverable In-country review QA Format 3 (200 pages) QA Format 4 Final review Client deliverable Duration Finish October November December January 10/3 10/10 10/17 10/24 10/31 11/7 11/14 11/21 11/28 12/5 12/12 12/19 12/26 1/2 1/9 39 days Mon 10/4/04 Thu 11/25/04 1 day 2 days 2 days 0 days Mon 10/4/04 Thu 10/7/04 Fri 10/8/04 Mon 10/4/04 Fri 10/8/04 Fri 10/8/04 Fri 10/15/04 Thu 11/4/04 Tue 11/9/04 Fri 11/12/04 11/16 10/8 Tue 10/5/04 Wed 10/6/04 Start 1/16 5 days Mon 10/11/04 1 day 3 days Thu 11/4/04 Fri 11/5/04 13 days Mon 10/18/04 Wed 11/3/04 3 days Wed 11/10/04 1.5 days Mon 11/15/04 Tue 11/16/04 0 days Tue 11/16/04 Tue 11/16/04 5 days Tue 11/16/04 Tue 11/23/04 0.5 days Tue 11/16/04 Tue 11/16/04 1 day Tue 11/23/04 Wed 11/24/04 0.5 days Wed 11/24/04 Wed 11/24/04 0.5 days Thu 11/25/04 Thu 11/25/04 0.5 days Thu 11/25/04 Thu 11/25/04 0 days Thu 11/25/04 Thu 11/25/04 11/25
Slide 39: Project Tracking and Communication Communication – – – – Handoff from LSP vendor to you Status reports from LSP Milestone deliverables Feedback (post-mortem) Change management – It happens – Send scope change – Expect impact on timeline, quality, or cost
Slide 40: Documentation L10N Process Desktop Publishing Import Screens Localize Graphics Format 2 and Format Proof Pre-Process Post-Process Format 1 and Print Final QA and Review Translate Grab Screens Edit Final Proof Translation Engineering Translation
Slide 41: Software L10N Process Engineering Set up Replicate Server PreProcess Post-Process Build Site Format QA Final QA Review Train Analyze Translate Edit Build Glossary Verify Translation
Slide 42: Web Site L10N Process Engineering Set up Replicate Server PreProcess Post-Process Build Site Format QA Final QA Review Train Analyze Translate Edit Build Glossary Verify Translation
Slide 43: Online Help L10N Process Engineering PreProcess PostProcess Compile Format QA Final QA and Review Translate Edit Proof Verify Translation
Slide 44: A Visual Representation Documentation Setup,Analyze,Pre-Process Glossary Translate Edit Format Proof Verify QA QA Print/Ship Screengrabs Ship QA Ship Verify Proof Software Install,Setup,Analyze,Prep Glossary Translate Edit Merge, Build Resize Online Help Setup,Analyze,Pre-Process Glossary Translate Edit Post-process, Compile,Format
Slide 45: Creating and Reusing Content
Slide 46: Translation Memory (TM) • This is a database of all of your previously translated content. • Content is segmented, usually on the sentence (not paragraph) level. • CAT tools for the linguist will suggest text with 100% or “fuzzy” matches when it can be found in TM • Translation Memory belongs to you; you paid for it!
Slide 47: Working with Translation Memory • Linguist’s view with no Translation Memory (previously translated files)
Slide 48: Linguist typed in this text
Slide 49: 100% Match from Translation Memory • Linguist’s view when 100% of a text segment matches. There is no charge for such text if it is not “reviewed” or “proofed.” • Minimal charges if text is proofed/reviewed in context
Slide 51: Fuzzy match from TM • Linguist view • In this case, all text matches, except for one word. – Operator error can prevent text from matching that should: • Extra spaces between words • Hard returns to make text break “cosmetically”
Slide 52: One word difference is highlighted here
Slide 53: Brief Overview of Controlled English • Controlled English is appropriate for some applications: – Manufacturing – Software manuals with repetitive steps – Most simple tech doc with many actions or steps • Controlled English is not appropriate for: – Marketing literature – Content that must persuade the reader through “personality” <slides>
Slide 54: Glossaries and Terminology
Slide 55: Glossaries, a critical asset • Glossaries are your “corporate culture”, agreed upon definitions for key words and phrases • Must be created in English first • You (the customer) must decide what goes in • Machine translation tools can only be of limited use in starting a “huge” glossary • Glossary, translated into target languages, put linguists “on the same page” tone and style wise.
Slide 56: Sample Glossary
Slide 57: Challenges to Localization A sign in a Swiss hotel: Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for this purpose.
Slide 58: Formality Japanese • 拝啓　時下ますますご清祥 のこととお慶び申し上げます 。平素は、格別のご高配を 賜りまして、厚くお礼申し上 げます。 English • Greetings, we are glad to hear that things are going well for you. I would like to express my appreciation for your loyal patronage.
Slide 59: Foreign Text Issues Text expands when localized
Slide 60: Cultural Issues Lotus 1-2-3 was released in Japan without the ability to create radar charts—a common way to represent data graphically in Japan.
Slide 61: Cultural Issues--continued • • • • • • Numerics Calendars, dates & time Addresses and contact info Names Currency Sorting
Slide 62: Linguistic Issues Word order changes in localized files.
Slide 63: Graphics Issues Marijuana Death Scary Alien Bird Sanctuary or Slippery Road Xmas Tree or Candle Better Fiber Visual Plant of Some sort
Slide 64: This Couldn’t Possibly Have a Negative Meaning Issues Planned Use Perceived Existing Interpretation Unexpected Answer Cyclone, hypnotism, voodoo, mental problems, dizziness, danger Danger, cyclones, Bad storms / omens Female genitalia / fertility symbol, gambling, road hazard Calories Calories Sugar None None None
Slide 65: Graphics So Obvious There Couldn’t Possibly Be an Issue Intended Interpretation Unexpected Answer Iron Heavy Calcium Dog Food
Slide 66: Doc structure affects L10N costs
Slide 67: Goal: minimize Doc reassembly • CAT tools initially designed for simple file structure with sparse formatting • Character level formatting can be compromised • Considerable manual editing may be required to make formatting match English original
Slide 68: Challenges with Graphics: Embedded graphics cost more in disc space and upload/download time Graphics that are “stapled” to page (float), not anchored, will disappear
Slide 69: Embedded captions, more $$$
Slide 70: Keyed captions, less $$$
Slide 71: Text dependent Artwork = a major “No - No” BEFORE: AFTER: • Product name supposed to fit w/in blue artwork • Have to manually resize all instances of such artwork • Word order can change in language (e.g “Interna” should be w/in the blue artwork)
Slide 72: How “Text/Art” can add $$$ 77 instances of artwork dependent on text x 5 minutes edit/fix/proof x 6 languages =========== xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx = 38.5 extra billable hours
Slide 73: English version lacks “expansion” depth 33% No expansion room No expansion room
Slide 74: Revised template = expansion space during authoring
Slide 75: Plan common column width from US English source to A4 • US Eng doc size = 8.5 in by 11 in • A4 Euro doc size = 8.268 in by 11.693 in – Common text column width between templates avoids manually resizing tables and graphics US English Source file 7.5 " col A4 size translated file 6.0 " col This table would have to be resized
Slide 76: About ENLASO
Slide 77: ENLASO’s 30 Year History RWS Group launches major software localization center in Boulder, Colorado US-based management led buyout of the localization division of RWS Group from Watertone Limited, a UK Company RWS Group, PLC Founded 1968 1998 2001 2002 2004 2005 RWS Group acquires Polyglot International RWS Group acquires Maryland life sciences language specialist, Translingua, Inc. Expansion of production facilities in Boulder
Slide 78: ENLASO •Enterprise En Language La Solutions So •Approximately 40 full-time resources worldwide •Central production handled in state-ofthe-art facility in Boulder, Colorado with project managers in California, Colorado, and Maryland •Focus on mid-tier client base. •Specialize in large, complex, multilanguage projects •On-going in-house custom development of client driven software products as well as a full complement of localization staff •ISO 9001: 2000 certified with rigorous quality process
Slide 79: Best Resources Can Include • • • • • • Desktop Publishers Engineers Iconographers Labeling Experts Process Analysts Internationalization Engineers • Customer Satisfaction experts
Slide 80: Core Services • Aggregate the best resources • Manage risk  Schedule  Price  Quality • Introduce efficiencies • Guarantee quality
Slide 81: Industry Leadership •XML Internationalization and Localization written by ENLASO Engineer Yves Savourel •Available on Amazon.com •Considered to be the defining book on XML Internationalization and Localization
Slide 82: Websites www.secondlife.com
Slide 83: GUI
Slide 84: Documentation
Slide 85: Consulting & Training • Pre-flight software testing for Internationalization • Help determine best file format for document resources • Migration from Word to XML or FrameMaker • Localized Template development • Structured FrameMaker development • Localization internal management training • File conversion and migration
Slide 86: Recommended Resources • Common Sense Advisory: http://www.commonsenseadvisory.com/ • ENLASO tech doc resources: www.translate.com/framemaker • GALA or LISA membership
Slide 87: Contact Information • Maxwell Hoffmann Manager of Consulting & Training mhoffmann@translate.com (805) 494-9571 work phone (805) 807-0853 cell phone