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Beyond Localization and Globalization:Communicating with Everybody

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DOCTRAIN WEST, Vancouver, BC May 2008

How to Create and Manage Content Assets for a Global Audience

Maxwell HoffmannProduction LeadWelocalize

Globalization a

The world is flat: Do you know where your customers are?

nd You

You are Here

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QU

IZ: HO

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• Where did these people come from?

CH

DO

YOU

KNO

WA

BBO

UT

GLO

BA

LA

BO

UT

THE

PR

E

• Hoffmann’s Relevant Work History

• 1700 BC: worked in Cuneiform for Hammurabi

• 1125 BC: published “B k f th D d”

ES

EN

TOR:

“Book of the Dead” on papyrus, first paper back

• 50 AD: introduced hinged wax tablets in Rome; world’s first “laptop”

• 1250 AD: first pantone color catalog for illuminated manuscripts

• 1886 AD: beta-tested hot type for Mergenthaler

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WE

LL, RE

ALLY

• 1970s Graphic Artist and typesetterTrained/installed 1980s Digital

About the Presenter, for real

Y …

.

• Trained/installed 1980s Digital Typesetting (fonts)

• Late 1980s UNIX-based publishing (coding)

• Late 20th Century: FrameMaker, SGML, XML

• XXL (then lost 35 pounds)• Transition into Localization

(11 years)• Trained over 1,250 people on

publishing solutions

REACHING A GLOBAL AUDIENCE SHOULD BE OBVIOUS…

BUT…

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THE WORLD HAS CHANGED …

and we haven’t…

WHY DO SOME MANAGERS RESIST GLOBALIZATION?

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Boom

ers grew u

Majority of budget gate keepers are still Baby Boomers (or almost):

– Common subconscious “memories” of:• No business with Russia/Eastern Europe• No trade with China p in a different w

orld

No trade with China• USA an unchallenged, economic power• Homogenous communications:

– 3 major TV networks, – a few dozen national magazines; – monolithic marketing message

“E k E li h”• “Everyone speaks English”(even “Mr. Ed”)

Boom

ers grew u

What about non-Boomers?– No problem, they’re focusing on the never ending

stream of “rich” content in American media that keeps you completely aware of world affairs

p in a different world

The arms race

The situation in Africa

World leaders

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Globalization: a c

Late 20th Century Developments• End of the Cold War

– Capitalism reaches Eastern Europe– Chinese economy goes global confluence of events

• European Union becomes major economic force• GATT and WTO (General Agreement on Trade and

Tariffs and World Trade Org.)• NAFTA (Canada/USA/Mexico trade) and immigration• Web and Internet erase boundaries and redefine

supply chainssupply chains

Former S

oviet Re

Markets not thought of 15 years ago:

From the former Soviet Union:

epublics become via

Significant “Soviet Satellite” Languages:

•Hungarian

P li h ble markets

•Polish

•Czech

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What about C

h• 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 North America ina?

consumer goods in North America• Manufacturing supply chains are now permanently

multinational and multilingual• What happens when English

source isn’t concise and clear before translation into Chi f t i i t ti ?Chinese manufacturing instructions?

What about E

u

• 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 rope?

g , , , , pand Swedish.

• Medical devices and drugs require multilingual labels

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Internet comm

ercTechnology is creating new customers• English speakers now a minority on WWW• Developing countries use cell phones to shop on

internet where there is no electricity

ce eliminates bounda

• Rental kiosks making Internet shopping available to remote regions of developing world

• Shoppers with limited English twice as likely to buywhen WWW site is their own language

• Hispanic (Latin America Spanish) is fastest emerging domestic market aries

Even if all of your content today is “English only …”

… don’t expect that to last long!

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The world is chChange 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. hanging

• Seven years later China made it to the fourth slot.

Future Change

Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

Balance of Langu

• Top 10 economies in 2007

uage/Financial Pow

eer is shifting

Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

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Balance of Langua• Probable top 10 economies in 2050

age/Financial Power is shifting -cont

Quiz

• Question: name the 10 languages for web income, in correct order:

English

• ANSWER

1. English2 Chinese-Simplified

Which languages give you access to 76% of the “on-line” world population

– English– French– Italian– German– Spanish– Japanese– Chinese-Simplified

K

2. Chinese-Simplified3. Japanese4. Spanish5. German6. Portuguese7. French8. Korean9 Italian– Korean

– Russian– Swedish– Portuguese– Chinese-Traditional

9. Italian10.Russian

Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

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Quiz: H

ow do you

active users?

• Question: which 5 languages do you add to English to reach 88% of “spending” Internet users?

• ANSWERreach 88%

of the most

1. Chinese-Simplified2. Japanese3. Spanish4. German5. Portuguese6. French

1. Japanese 2. German3. Spanish (incl. USA)4. French5. Italian

t economically

7. Korean8. Italian9. Russian

“FIGS-J”

Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

GLOBALIZING AND TRANSLATING YOUR CONTENT …

Some definitions

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SO

ME

DE

FINITI

• Locale: “Combination of language, cultural preferences, character set, and other information that describes a particular target market or audience.”

• Localization (L10N): “Process of adapting a product for a particular locale. Usually comes after internationalization in the shape of a package of services ” O

NS

shape of a package of services.

• Globalization (G11N): “Combination of internationalization and localization, as well as implementation of a global strategy from early product development through localization.”

• Internationalization (I18N): “Process of creating (or re-engineering) a system to support multiple locales with a single set of source code Usually a pre requisite for successful localization ”of source code. Usually a pre-requisite for successful localization.

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ME

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RE

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• 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 E

FINITIO

NS

p ( ) , p gprogram, terminology management systems, multilingual dictionary, or even raw machine translation output.”

• Leveraging: “ability to re-use previously translated content from Translation Memory.”

• 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.”

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• 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.”

• Machine Translation (MT): “performs simple substitution of words EFIN

ITION

S

( ) p pin 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.”

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ME

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• Simplified English:“a controlled language originally developed for aerospace industry maintenance manuals. It offers a carefully limited and standardized subset of English. ”Benefits:– Reduce ambiguity

Facilitate second language acquisition EFIN

ITION

S

– Facilitate second language acquisition– Improve comprehension for people whose first language is not

English– Make human translation cheaper and easier– Improve computer-assisted translation and machine translation

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YOU CAN CHANGE THE WORLD

… your influence over Localized content …where it all starts

• Text content– Constrained English

• Terminology (glossaries) for agreed upon definitionsP L t d t l t d i• Page Layout and template design– Text expansion in target languages

• Manage Graphics and text layers• Graphics: select economical images• Managing project assets

– Intelligent directory structure– Documented source files

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• Making text content consistent– Supplemental software for authoring:

• Acrolinx (http://www.acrolinx.com/)

• MaxIt (http://www.smartny.com/)

– Increase Translation Memory while authoring:• Developing conventions for frequently

used text• Using DITA topics and/or referenced text

to enforce consistencyto enforce consistency• Intelligent use of CMS (Content

Management System) to use the same text “bricks” over and over

• Glossaries (terminology)– Review existing content– Determine approved wording for key terms

and phrasesH l i t l t d b f t f– Have glossaries translated before rest of content

– Have glossaries reviewed in-country, corrected by translation vendor

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• Page Layout and Text expansion– Some target languages increase word count

or text expansion by up to 30%– Containers like multiple columns, table cells

and “boxed text” magnify the problemand boxed text magnify the problem– Leave “breathing room” near bottom of page

in English source files

ENGLISH RUSSIAN

Demo: \TEMPLATE OPTIMIZE\SAMPLES

• Text Layer GFX • Bitmapped Graphic

Source art (*.ai) files have text layers that can be edited for translation

GOOD BAD!!

Graphics converted to bitmaps have no text. Note that *.eps files can be expensively edited. Usually text “band aids” have to be manually pasted over “text”

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ST

• “But, I lost my source Illustrator file! All I have is PDF!”

TCP Interface

No problem: we’ll just save the PDF to *.eps and bring it into Illustrator

Interface

Host Interface

GUI Layer

Now we can edit the “text l ” NOT

DSL backup

Cropped PDF of Graphic *.eps in CS2 Illustrator

layer” …NOT

• Things to avoid with Graphics:

• Text as “artwork”

• Containers that must desktop user interface

expand with the text

• Locale-specific people pictures

• Avoid body parts for

Schreibtischbenutzeroberfläche

y p“gestures”

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• Managing project assets– Use documented directory structure

Sample InDesign project Sample FrameMaker project

There is no “standard” for project directory structure. Document it and be consistent.

• Have you ever seen a presentation without a (shameless) plug?

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• There is more to it than this …– For further assistance, contact:

• You can see us live on The Content Wrangler! (DocTrain Life)

Click here for a fascinating news video on L10N

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About Welocalize:Welocalize offers Integrated Globalization Services for faster international time-to-market and A

LIZEspecializes in the Enterprise Applications, eLearning, Life Sciences, and Media & Telecommunications industries.

Our services include globalization consulting, translation, localization, and testing solutions for content, business materials and systems including software, multimedia, learning services, and mobile applications.

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Distributed Production Centers

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• Worldwide Presence• Wash DC Beijing• Portland Tokyo• San Francisco Dublin• Seattle Germany

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INFO

Contact Info:Maxwell HoffmannProduction LeadWelocalize735 SW 20th Place, Suite 250Portland, OR 97205503.274.2211 work301.693.7728 mobileMaxwell.hoffmann@welocalize.com