Africa Core Focus

Language | Technology | Business October/November 2013

Region Focus: Africa Africa, the final economic frontier TWB Kenya addresses translation needs Localization for the long tail in Africa Core Focus: Localization Management In-house translation teams — still worth the investment? Localization vendor management Managing localization while ensuring your global image Exploring TMS pricing structures Quantifying and measuring linguistic quality

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Events at a glance

MultiLingual Silicon Valley, October 9-11, 2013 Know-how for Global Success #139 Volume 24 Issue 7 October/November 2013 Editor-in-Chief, Publisher: Donna Parrish Managing Editor: Katie Botkin Proofreaders: Bonnie Hagan, Bernie Nova News: Kendra Gray Production: Darlene Dibble, Doug Jones Find events that contain sessions or discus- Cover Photo: Doug Jones sions on language, technology, internation- Technical Analyst: Curtis Booker alization, localization or linguistics at www. Assistant: Shannon Abromeit multilingual.com/events. The opening page Circulation: Terri Jadick lists upcoming events, but more refned Special Projects: Bernie Nova results as well as past events can be found Advertising Director: Jennifer Del Carlo using the search function. Advertising: Kevin Watson, Bonnie Hagan This page also links to an online form where Editorial Board relevant events can be submitted for inclusion. Daniel Goldschmidt, Ultan Ó Broin, Arturo Quintero, Lori Thicke, Jost Zetzsche Advertising [email protected] www.multilingual.com/advertising News from the language industry 208-263-8178 Subscriptions, back issues, Our news items are updated daily. The latest news is shown on our home customer service page. Interested in historical information? We have a searchable data- [email protected] base of over 8,500 news items dated from March 1994 to the present. www.multilingual.com/ subscriptionInformation You can check out a company or product history, or fnd when it was announced that someone changed companies. The URL www.multilingual. Submissions, letters [email protected] com/news is a quick link to this information. Editorial guidelines are available at If you would like a www.multilingual.com/editorialWriter free e-mail of news Reprints: [email protected] every two weeks, you MultiLingual Computing, Inc. can subscribe to our 319 North First Avenue, Suite 2 newsletter, MultiLingual NEWS, at www.multilingual.com/multilingualNews. Sandpoint, Idaho 83864-1495 USA [email protected] www.multilingual.com © MultiLingual Computing, Inc. All rights reserved. Reproduction without permission is prohibited. For reprints and e-prints, please Subscriptions e-mail [email protected] or call 208-263-8178. MultiLingual (ISSN 1523-0309), October/November 2013, is published monthly except Apr-May, Jul-Aug, Oct-Nov for US$58, international $85 per year by MultiLingual Computing, Inc., The print magazine is mailed nine times a 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. Periodicals postage paid at Sandpoint, ID and additional mailing offces. year (eight issues plus an annual resource POSTMASTER: Send address changes to MultiLingual, 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. directory/index) for $58 domestically, $85 internationally, and includes full access to This NewPage paper has been the digital version of MultiLingual, deliv- chain-of-custody certifed by ered in a new interactive format. A digital three independent third-party certifcation systems subscription is available for only $28.

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4-5 Postediting #139.indd 4 9/17/13 12:35 PM Katie Botkin Post Editing

Out of Africa

It seems as if Africa has a special place management. Jeremy Coombs gives general dilemma, wherein the skills needed to in the hearts of localization professionals. advice on global image and localization found a company are not necessarily IIt arises often in our discussions of the management and Benjamin B. Sargent the same skills needed to manage a future. Though we may not have made explores translation management system corporation in the long term. the case to ourselves that localizing for pricing structures. Finally, Jason Arnsparger Africa is the cradle of our humanity, all of Africa will be an immediate reality, outlines the systems and requirements for and perhaps this is another reason we we are sure that the market will expand measuring linguistic quality. romanticize it — it is exotic in a way that for a number of reasons, including For commentary, Terena Bell has a only places that are very diffcult to adapt economic development and the increasing involvement of many African prosumers column on women in business, and Lori to can be. But we will try nonetheless, W that in the end will meet the needs of the Thicke’s Takeaway covers the founder’s because adaptation is our calling. long tail of language. After all, as Afaf and Yasin Steiert point out in this issue’s focus, it’s the world’s fnal economic frontier. South Africa has emerged as the strongest of the continent’s economies, followed (in terms of gross domestic product and as of 2009) by Nigeria and Egypt. Africa is also everyone’s favorite charity cause, and although this can be a bit misguided for a number of reasons, nonprofts such as Translators without Borders can help improve the job market and the region’s health care — in this case through training native translators and health care workers, as outlined in our second focus article. The complexity of the African language situation also gives the continent a certain amount of intrigue for linguists, and David Filip and Jama Musse Jama have compiled the data for the top 29 languages and then taken Somali as a case study for commercial development, which will likely affect the localization market. In our core focus, we go in a slightly different direction and look at some basics for localization management. Leona Frank outlines a few benefts of an in-house translation team, and then Anna Maya Tomala writes about localization vendor

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6-7 TOC #139.indd 6 9/17/13 12:36 PM Language | Technology | Business October/November 2013 #139 Volume 24 Issue 7

n Up Front n Feature Articles n 3 multilingual.com n Region Focus: Africa n 5 Post Editing 15 Africa, the final economic frontier n News — Afaf Steiert & Yasin Steiert n 8 News 19 TWB Kenya addresses translation needs n 11 Calendar — Katie Botkin n Columns and Commentary 23 Localization for the 12 Macro/Micro — Terena Bell long tail in Africa Up Front 58 Takeaway — Lori Thicke — David Filip & Jama Musse Jama n 50 Basics n Core Focus: Localization Management n 51 Buyer’s Guide 29 In-house translation teams — 57 Advertiser Index still worth the investment? — Leona Frank 34 Localization vendor management — Anna Maya Tomala About the cover 38 Managing localization while ensuring This beaded king’s crown made by your global image the Yoruba people of Nigeria is on — Jeremy Coombs display at the Snite Museum of Art on the campus of Notre Dame. The 42 Exploring TMS pricing structures bird heads, faces and conical shape all symbolize the tribe’s religious — Benjamin B. Sargent and social structures, as well as the royal authority of the king. 44 Quantifying and measuring linguistic quality — Jason Arnsparger

www.multilingual.com October/November 2013 MultiLingual 7 News

Financial Facebook acquires resources and marketing duties. Mobile Technologies ■ Multilingual Connections, a language Safaba receives funding from Facebook has agreed to acquire Mobile service provider, has hired Robert Bishop as Newlin, Innovation Works Technologies, LLC, developer of Jibbigo, a director of business development. Bishop Safaba Translation Solutions, LLC, has speech-to-speech translation app for mobile has over 30 years of experience in com- announced the closing of a private equity devices. Members of the Mobile Technolo- munications, marketing, multimedia ad- fnancing round led by Newlin Investment gies team will join the Facebook engineering vertising and related technology felds. The Company with additional funding from In- teams in Menlo Park, California. company has also relocated its Chicago, novation Works, an investor in seed- and Mobile Technologies, LLC www.jibbigo.com Illinois, headquarters. early-stage technology companies. ■ Netwire, a provider of language ser- Safaba Translation Solutions, LLC New offce space for CONTRAD vices, has hired Daiana Iris Marquardt as www.safaba.com CONTRAD, a language service provider, has assistant project manager for its project moved into new offce space. The company management department in Argentina. MultiLing funded by Frontier Capital caters to industries such as casinos, video ■ Translators without Borders, a not- MultiLing, a translation services provider game studios and multimedia content. for-proft focused on spreading knowledge specializing in intellectual property and CONTRAD www.contrad.com.pl through humanitarian translations, has technical materials for global enterprises, appointed Anne-Marie Colliander Lind as has received $10.3 million minority equity People director of fundraising. The management investment funding from Frontier Capital, team was also expanded to include vol- a growth equity frm. The company will Recent industry hires unteers Rocio Haskell as senior manager continue to be led by Michael Sneddon. ■ Bromberg Translation Services, a of resources and Ildiko Santana as senior MultiLing www.multiling.com language service company, has promoted project manager. Trina Chowdhury to interpreting depart- ■ Sajan, a provider of language transla- Business ment project manager. Chowdhury was tion technology and services, has hired Tom previously a support manager. Skiba as chief fnancial offcer. Skiba is a Localization Career Advisors ■ Kilgray Translation Technologies, a senior-level fnancial executive with more Localization Career Advisors, a new com- developer of translation productivity tools, than 35 years of experience. pany founded by Denise Spacinsky, offers has hired Lexie Sabota as a presales engineer. ■ SDI Media Group, a provider of local- customized one-on-one career coaching Antony Palmer has been hired as sales man- ization services, has hired Ann Cannon as sessions to individuals and outplacement ager for the UK and Ireland. vice president of its multimedia division. and career development workshops and ■ Localization Care, a translation and Cannon was previously travel director for training for teams and companies. localization agency specializing in the Outside magazine. Localization Career Advisors languages of the CEE and FIGS regions, ■ TransGlobe International Ltd., a single- http://localizationcareeradvisors.com has hired Monika Maj to assist in human language provider for Bulgarian, has hired Gergana Stamenova as a QA specialist for the company’s main production offce in Sofa. Stamenova has worked in similar positions for major worldwide localization companies. Bromberg Translation Services www.brombergtranslations.com Kilgray Translation Technologies www.kilgray.com Localization Care http://localizationcare.com Multilingual Connections www.multilingualconnections.com Netwire www.netwire.com.br Translators without Borders http://translatorswithoutborders.com Sajan www.sajan.com SDI Media Group www.sdimediagroup.com TransGlobe International Ltd. http://transglobe-bg.com Resources Case studies on community translation, interpreting growth Common Sense Advisory, an independent market research frm specializing in the language service industry, has published a

8 | MultiLingual October/November 2013 [email protected]

8-11 News-Calendar #139.indd 8 9/17/13 12:37 PM News new survey-based report intended to help matically translate the enterprise resource interpretation for Cantonese, Mandarin, translation and localization buyers weigh planning software product into several dif- Spanish and Vietnamese, in addition to the costs and benefits of implementing ferent languages without any changes to American sign language. community translations or benchmark their the application, source code or database. LanguageLine Solutions current community translation program. Languages include Arabic, Chinese, French, www.languageline.com The report also shares words of advice German, Portuguese, Russian and Spanish. from the person responsible for each ef- LinguaNext, Inc. www.linguanext.net Clients and Partners fort; analysis of the most important issues, including factors to review when deciding Cloudwords Developer Center Global Language Solutions partners whether community translation makes Cloudwords, Inc., an online translation with United Nations Foundation sense for your organization; and implica- management platform, has launched the Global Language Solutions, Inc., a translations of what the future may hold for com- Cloudwords Developer Center, a developer- tion and interpreting company, has formed munity translation. centric destination designed to enable a partnership to provide web and document Common Sense Advisory has also published integration between content management translations for the United Nations Founda- “Top 15 Interpreting Companies: 2013,” a systems and a company’s own platform. tion, an organization that connects people, new research report outlining revenue num- Cloudwords, Inc. www.cloudwords.com ideas and resources to help the United Na- bers for the leading providers in the growing tions solve global problems. language services industry. XTM 7.7 Global Language Solutions, Inc. Common Sense Advisory, Inc. XTM International, a developer of XML www.globallanguages.com www.commonsenseadvisory.com authoring and translation tools, has released XTM 7.7. Updates include a new inbenta chosen by Ticketmaster LT Advisor translation memory tagging feature and inbenta, a provider of natural language The Globalization and Localization As- improved matching for Japanese and Chi- processing and semantic search solutions, sociation has launched a new platform for nese source text. has been chosen by Ticketmaster to imple- language technology specifications, ratings XTM International www.xtm-intl.com ment its customer support using NLP and and reviews. LT Advisor is an interactive inbenta’s e-mail management system. The directory of tools and technologies related Languages added to LanguageUc deployment included more than 16 coun- to translation and localization. It was de- video remote interpreting tries and more than 12 languages. veloped in collaboration with the German LanguageLine Solutions, an interpreting inbenta www.inbenta.com Research Center for Artificial Intelligence. service provider, has added Arabic, Russian Globalization and Localization Association and Somali languages to its LanguageUc Twilio, Shutterstock and www.gala-global.org video remote interpreting application. The Optimizely select Smartling app is designed to work with most mobile Smartling, Inc., provider of a cloud- Products and Services devices or computers and also provides based software platform, has been selected Organizations in Transifex Transifex, a web-based hub for translations, has introduced Organizations, a function allowing the management of multiple projects belonging to the same Machine Translation System group or company. It allows administrators to manage glossaries and translation memory sharing details across multiple projects Productivity belonging to the same organization. Scalable, customizable, project-speci c MT engines Transifex, Inc. https://www.transifex.com Security Sentiment@Work Your all-important data only used in your local installation LinguaSys, Inc., a provider of multilin- Integration gual human language technologies, has MT used smoothly within the standard translation workow developed Sentiment@Work, technology designed for monitoring and responding to Flexibility online comments and analyzing input in 15 Friendly pricing model with custom upgrade options languages in addition to providing domain and entity awareness. See you at Localization World Silicon Valley, October 9-11, 2013! LinguaSys, Inc. www.linguasys.com

LinguaPack for Dynamics SL Globalese®. Globalisation made easy. LinguaNext, Inc., a localization solu- www.globalese-mt.com Powered by MorphoLogic Localisation. tions provider, has created LinguaPack for Microsoft Dynamics SL, designed to auto- www.multilingual.com October/November 2013 MultiLingual | 9 News

by Twilio (web service APIs), Shutterstock RantNetwork’s OPI Translate mobile phone sumption by doctors, nurses, health workers (commercial digital imagery) and Opti- language translation and interpretation and laypersons around the world. Special- mizely (web optimization) to provide local- application. RantNetwork, Inc., develop- ists who practice in English are needed in ization of digital content and enable the ers of translation applications, partners the areas of cancer, the immune system, companies to access global markets. with technology developers in machine infections, maternity, mental health, heart Smartling, Inc. www.smartling.com translation and voice recognition to offer health, trauma, brain and sense and public solutions for text, speech and image text health. The doctors must have English as AUM Translation to use translation. their frst language. XTRF technology LinguaSys, Inc. www.linguasys.com Translators without Borders AUM Translation Services, provider of RantNetwork, Inc. www.opitranslate.com http://translatorswithoutborders.com localization services in Russia, will use the technology platform by XTRF Translation ForeignExchange selected by Certifications Management Systems to support its man- Edwards Lifesciences agement process. ForeignExchange Translations, Inc., has ■ Texo S.R.L., a language service pro- XTRF Translation Management been selected by Edwards Lifesciences as vider, has received ISO 9001:2008 certifca- Systems sp. z o.o. www.xtrf.eu a preferred supplier of translation services tion. The scope of the certifcation applies AUM Translation Services www.aum.ru for its Europe, Middle East and Africa to the company’s translation service, in- operations. Edwards manufactures tissue cluding project management, translation, Verztec chosen by heart valves and related repair products. editing and proofreading. Ministry of Manpower ForeignExchange Translations, Inc. ■ EQHO Communications, a provider Verztec Consulting Pte. Ltd., a provider www.fxtrans.com of multilingual and multicultural commu- of multilingual communication services for nications solutions, has received certifca- industries such as medical, petrochemical Announcements tion for the ISO 9001:2008 standard. The and life sciences, has been chosen by Sin- company has also revised Chulalongkorn gapore Ministry of Manpower to provide Call for doctors to University’s localization syllabus as part of global content management solutions for validate medical terms its community development initiative. its copy writing, publishing, translation and Translators without Borders, a not-for- ■ CETRA, Inc., a provider of customized design needs. proft focused on spreading knowledge language solutions, has been awarded EN- Verztec Consulting Pte. Ltd. www.verztec.com through humanitarian translations, has is- 15038 certifcation. The standard ensures sued a call for assistance from doctors who, consistent quality services and set regula- Technology partnership for on their own time and wherever they are tions for translation companies. LinguaSys, RantNetwork based, can validate simplifed medical terms Texo S.R.L. www.texott.com.ar LinguaSys, Inc., a provider of multilingual used to prepare Wikipedia medical articles EQHO Communications www.eqho.com human language technologies, has licensed for translation into 100 languages for con- CETRA, Inc. www.cetra.com

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8-11 News-Calendar #139.indd 10 9/17/13 12:37 PM October Interpreting Studies at the Crossroads of Disciplines

TM-Europe 2013 October 25-26, 2013, Maribor, Slovenia. Calendar October 3-4, 2013, Warsaw, Poland. University of Maribor, http://events.ff.uni-mb.si/crossroads2013 Polish Association of Translation Companies, www.tm-europe.org China International Language Industry Conference ELIA Networking Days Malta October 31-November 1, 2013, Shanghai, China. October 3-5, 2013, St. Julian’s, Malta. Translators Association of China ELIA (European Language Industry Association) Shanghai Language Services Center for Cultural Trade www.elia-association.org/index.php?id=ndmalta http://tr.im/4ck2q

Translation Forum Russia 2013 November October 4-6, 2013, Rosa Hutor, Russia. TConference, http://tconf.com Workshop on Translation Project Management November 4-6, 2013, Wiesbaden, Germany. Localization Project Management Certification Loctimize, http://tr.im/4ck2m October 7-8, 2013, Santa Clara, California USA. tcworld 2013 — tekom The Localization Institute, http://localizationinstitute.com/index. November 6-8, 2013, Wiesbaden, Germany. cfm?page=certification tekom, http://conferences.tekom.de/tcworld13/home

Localization World Silicon Valley 54th ATA Conference October 9-11, 2013, Santa Clara, California USA. November 6-9, 2013, San Antonio, Texas USA. Localization World Ltd., www.localizationworld.com American Translators Association, www.atanet.org/conf/2013

Methodological Challenges 13th Translation Conference: Translation and Crime for Contemporary Translator Educators November 9, 2013, Hampshire, UK. October 10-11, 2013, Krakow, Poland. University of Portsmouth, http://tr.im/4ck4n Pedagogical University of Krakow, Jagiellonian University www.kdp.up.krakow.pl/en/mccte2013_conference InDialog: Mapping the Field of Community Interpreting November 15-16, 2013, Berlin, Germany. TAUS User Conference ICWE GmbH, http://indialog-conference.com October 14-15, 2013, Portland, Oregon USA. TAUS www.taus.net/conferences/taus-user-conference-2013 Translating and the Computer 35 November 28-29, 2013, London, UK. Cloud-based Translation Management Systems ASLIB - the Association for Information Management for Start-Up LSPs and Freelancer Groups http://aslib.com/conferences/tcc/index.htm October 17, 2013, Mountain View, California USA. International Multilingual Computing User Group GLoCALL 2013 www.meetup.com/IMUG-Silicon-Valley/events/95272202 November 28-30, 2013, Da Nang, Vietnam. APACALL, PacCALL, http://glocall.org TriKonf 2013 October 18-20, 2013, Breisgau, Germany. December GxP Language Services, http://trikonf.com Gilbane 2013 December 3-5, 2013, Boston, Massachusetts USA. LavaCon Conference GIlbane, http://gilbane.com/content-digital-experience on Digital Media and Content Strategies October 21-23, 2013, Portland, Oregon USA. January LavaCon, Inc., http://lavacon.org/2012 International Medical Interpreters Conference 37th Internationalization & Unicode Conference (IUC37) January 16-19, 2014, Houston, Texas USA. October 21-23, 2013, Santa Clara, California USA. International Medical Interpreters Association Object Management Group, www.unicodeconference.org www.imiaweb.org/conferences/2014conference.asp LIND-Web Forum February October 24, 2013, Brussels, Belgium. European Commission, DG Translation Localization World Bangkok http://ec.europa.eu/dgs/translation/programmes/ February 24-26, 2014, Bangkok, Thailand. languageindustry/platform/forum_en.htm Localization World, Ltd., www.localizationworld.com www.multilingual.com October/November 2013 MultiLingual | 1111 Macro/Micro Terena Bell

Listen up, translation,

Column women are talking

I am a woman. Hopefully none of you are sur- earn 77 cents to every dollar earned in a similar position by a man, prised to read that. But what may surprise you we still earn more than before. When it comes to purchasing, we is that this means my business is woman-owned. are decision makers not just for milk and sugar, but for everything I from cars to computers. And with that purchasing power comes a And I’m in good company. In the United States, brand new market for a corporate world to target. more than 60% of language service providers One of the ways in which major corporations are trying to (LSPs) are owned by women. In order to be certi- target that newly-empowered, female dollar is through supplier diversity. Supplier diversity, for those of you new to the concept, fed as such — not only in the United States but is the formal term for making sure women and racial-minority- globally — 51% or more of your ownership must owned businesses are included in a company’s supply chain. It be female and both the company’s management began in the civil-rights-submerged 1960s United States as both and daily business operations must be woman- society and government started requiring businesses to look beyond the white man for where they spent their dollars. IBM controlled. launched the frst American private-sector supplier diversity program in 1968. High tech seems to be the theme as South With so many women meeting this category, one might think Africa’s earliest program was Hewlett-Packard’s, which grew up that in our industry, this is the age of the woman. It certainly is out of similar government concerns imposed by post-apartheid in general, with more women opening up companies on an inter- constitutional and Broad-Based Black Economic Empowerment national level than any point in recorded history. According to regulations. US-based Women’s Business Council, between 1997 and 2013 the As women started to gain more purchasing power, what started number of women-owned businesses (WBEs) worldwide surged as government-imposed grew to just plain ol’ good business sense. by over 100%. In the United States alone, there are 8.3 million According to Elizabeth A. Vasquez and Andrew J. Sherman in “Buy- WBEs. We account for 16% of all American jobs and employ 40% ing for Impact,” studies have shown that upon learning a company more people than Walmart, McDonald’s and IBM combined. This has a strong supplier diversity program in place, 79% of women is so our age that you might as well call us “Aquarius” and write are more likely to try the company’s product or service, and 51% women a song because, baby, we are dawning. will give the company a second chance if their prior purchasing Women have more purchasing power than we used to, as well. experience was less than ideal. Basically, women are more likely to Mine is the frst entire generation of American women to believe buy from companies that we know are open to buying from us. our parents when they told us we could be whatever we wanted. But what many businesses are beginning to fnd is that, done Our working role models may have been nurse, teacher and sec- right, supplier diversity pays off beyond increased spend from retary but the options presented to us were doctor, principal and women alone. I am a woman, but the last thing I want is for company president. As we aged, we started to work in whatever you to buy translation from me just because of that. As Michael roles we wanted and not just ones that had been stereotypically Robinson, director of global supplier diversity for IBM, says in laid out for us. Even though women in the United States still only a WEConnect International video (http://youtu.be/AEuQ4p- clFAY), “Nobody asks why we outsource or do business with male-owned businesses. You do business with the company that Terena Bell is CEO of In Every Language, secretary for the board brings value to your supply chain.” In other words, modern-day of GALA and recently completed a two-year term on the national supplier diversity is not about showing favor to women or show- leadership council for the Association of Language Companies. ing prejudice against men. In this same video, Terrez Thompson,

12 | MultiLingual October/November 2013 [email protected]

12-14 Bell#139.indd 12 9/17/13 12:37 PM Column

vice president of global supplier diversity at least, more than 60% of US-based for Coca-Cola, says, “Diversity is not what LSPs are women-owned. But if we’re the you thought about the 60s. Diversity majority, then why does our industry still really is setting up businesses [like Coca- look like we’re in the minority? Look at Cola] to compete in the future.” Common Sense Advisory’s (CSA) list of Women have to earn their clients’ the world’s largest LSPs, for example. Only business just like men. And we are, four of the top 25 LSPs are owned by indeed, able to earn it. Theresa Barrera, women. That’s 16%. So how do we shrink vice president of supplier diversity for from over 60% to around 16%? Walmart, calls women-owned busi- Well, maybe the US fgures are higher nesses “nimble,” saying, “they’re quick to than world average. I’ll admit I don’t market; they can move at the speed of have numbers for outside the United light and…they can make quick decisions. States. My American numbers come from They have great ideas.” Ansa Yiadom, the Association of Language Companies’ Former Olympic athlete and charitable Pfzer’s director of strategic initiatives, annual survey and no one that I’m aware businesswoman Jackie Joyner-Kersee describes WBEs as “organizations that do of measures this sort of data for the speaking at the 2012 Women’s Business Enterprise National Council conference, not have the same level of overhead, that rest of the world. So if you isolate the which certifes women-owned businesses are a little bit more hungry, that bring a American companies on the CSA 100 list in the United States. certain level of innovation you don’t see and poll them separately, out of 24 total, all the time.” only four are women-owned. That’s also Innovation. Now there’s a word you around 16% — the same number. Can Coca-Cola and other red-white-and- want to see in any supply chain. Before that be right? That’s lower than Cornell’s blue American brands. I’m talking about all you men start throwing down your admittance rate (18%) and Cornell is an Royal Bank of Scotland. I’m talking about MultiLinguals in disgust, I don’t write Ivy League university. I mean, is anyone Telefonica; I’m talking about Westpac and this article to be all rah-rah women. I else thinking imbalance here? That, Clifford Chance. The Women’s Business write it to point out this growing global statistically, a female business owner is Enterprise National Council connects trend of fnding innovation beyond less likely to excel in our industry than WBEs to corporations in the United States where everyone traditionally looked. she is to be admitted to an Ivy League and WEConnect International connects Supplier diversity used to be about gain- university? them in every other country in the world, ing that growing purchasing power. Now This women-owned businesses not from Australia to Zimbabwe. it’s about growing brainpower. When we excelling thing is a problem that is going As Rick Bowman, supplier relationship only listen to the same voices, we only to bite our industry in the you-know- management leader for Cummins Inc. get the same answers. And women are what if we don’t fx it. Whether we talk says, “[Supplier diversity] helps us fnd the world’s new voices. about supplier diversity among ourselves the best supplier. If we’re not looking at But how heard are those voices in our or not (hint: we don’t), the rest of the all suppliers, how do we know we have industry? After all, in the United States world does. And I’m not just talking about the best supplier?” Supplier diversity has

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Cologne, Germany Tel +49(0)221 801 928-0 www.rheinschrift.de

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12-14 Bell#139.indd 13 9/17/13 12:37 PM begun to reach beyond widgets and gears. Just because our industry has largely Complex ignored procurement — since most translation spend does not yet route through it — does not mean procurement will continue to ignore us. Companies that have committed billions of dollars to diverse suppli- challenges ers want to see that commitment expand into every aspect of purchasing. More than one translation buyer has already called me because supplier diversity came knocking and didn’t like the all-white, all- male vendors that they found. What these corporations discovered was that because Content procurement had ignored translation in the past, their company values regard- explosion ing diversity were not considered during the LSP vetting process. Work had to be redone and evaluation started over in order to make sure diverse providers were, in fact, included. Putting a new translation partner into place requires time and money. Be it up Pricing or down, quality will also be affected. pressures The last thing that should happen to a buyer is for procurement to come in and overturn all of his hard work because in an industry where more than 60% of the vendors are women-owned, he didn’t consider a single women-owned vendor before he bought. Again, this isn’t about businesses discriminating against men or showing favoritism toward women. This is about a better way of doing things. For buyers, there is the very real and pragmatic issue of having to redo work, but the even greater risk is the threat this current Client dichotomy imposes on our industry from the inside. When the majority (over demands 60%) is treated as a minority (approxi- for speed mately 16%), what innovation are we suppressing? Why is this gap so wide? Allow me to be clear: I don’t think our industry is full of misogynist prigs. Nor do I think men are the devil. In fact, I Look for us at think we’re by and large a friendly, open Localization World Silicon Valley lot, and I love men a little more than Booth #113 is right — but you cannot deny that there is a blatant, glaring disconnect here, people. Our industry fgures aren’t anywhere even near proportionate. So why aren’t women-owned LSPs fnan- cially excelling at the same or a similar One simple solution. rate as LSPs owned by men? This is an answer we had better get to the bottom of. Because like me, women have a lot to say on how to improve things. And so long as translation’s not listening, our industry will never truly grow. M Call us at 855-997-6833 or visit sovee.com 14 [email protected]

12-14 Bell#139.indd 14 9/17/13 12:37 PM Region Focus

Africa, the final economic frontier

Afaf Steiert & Yasin Steiert

In a period where we have all gotten continually used to negative economic rhetoric, it’s tough to predict what will guarantee the next wave of Iprosperity. If you’re like us, you’ve turned numb to the weak forecasted growth of the world’s largest economies, and have learned to ignore the continual “warnings” of what is going to be the catalyst to the next economic slowdown. So where is the fnal economic frontier? Where is the region of the world that remains open to foreign investment, growth and has a relatively barren translation sector? Africa. Yes, the continent infa- mous for chronic civil wars, political unrest and widespread poverty will become the center of investment, growth and prosperity. It can be agreed that translation companies have settled in fairly well across every other region of the world since investment has become globalized. Most emerging markets in Latin America Afro-Asiatc and Asia have already been occupied by various companies, and attempting to compete within those markets would require quite a Nilo-Saharan lot of capital without the guarantee of promising profts. Niger-Congo A Africa, however, is primed for growth. The International Mon- NIger-Congo B (Bantu) etary Fund (IMF) forecasts that during this fscal year, Africa will Khoi-San experience 5.3% economic growth. To prove that this growth has Austronesian been consistent, The Economist compiled all IMF data from the 1970s on African growth. This data showed that Africa’s growth rate has been skyrocketing from about 3% in the 1990s to the now more than 5% growth. The World Bank claims that Africa’s average growth will outpace the world’s average in the next three years. Figure 1: Major language families in Africa. Source: Common Sense Advisory. Additionally, when looking at the IMF’s top ten fastest growing economies, seven of the ten are African states. The analy- Afaf Steiert is president and cofounder of Afaf Translations. sis and data are clear: Africa’s economic She works as a conference Arabic interpreter, voiceover and advancement has quickened, rushing it translator. ahead in the economic rat race. Yasin Steiert has been an intern at Afaf These forecasts for growth and Translations since 2009 and is studying international increased capital do not come without relations at the American University of Sharjah.

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15-18 Steiert #139.indd 15 9/17/13 12:38 PM Region Focus

challenges. The income disparity and politi- compiled by Common Sense Advisory in its cal instability within some African states report “The Need for Translation in Africa.” still do pose a risk. These issues do have to Within all of these language groups there be kept in mind, but it also must be cal- are extinct languages that can be dismissed culated that there is a lot of international from a business case perspective. Some of and regional support to help with these them, however, such as Amharic, Berber, challenges. The most prominent restrictive Hausa, Igbo, Oromo, Swahili and Yoruba are factor to this growth, however, is Africa’s used by tens of millions of people. These lan- linguistic diversity. Africa is a continent guages are common enough for nonindus- compiled of over 2,000 local and regional try companies to actually recognize them, languages. Most of the information that Figure 2: The inside of a Nakumatt and for the majority of the language service enters African states is transmitted in the store in Nairobi, Kenya. industry to recognize. Where we can expect more commonly known colonial languages growth is the translation of languages such such as English and French. In major cities, and effort to target a demographic that is as Umbundu, Fang, Ruanda, Ga and Tonga. this tactic can work with ease. But anywhere so fragmented. It’s costly and ineffcient, These languages fall into their own category outside of these international hubs, almost because when it comes down it, some of since they are spoken by between 1,000,000 all communication is done through the orig- these languages are spoken by no more to 2,000,000 people each, according to a inal regional languages. This leaves a mas- than 100 people and are essentially extinct. report compiled by Travel Language Ser- sive translation gap for one of the fastest So what do the primary languages in Africa vices. There are dozens of other languages growing economies. In turn, Africa’s growth come down to? They have been identifed that fall into the same mid-sized spectrum is very much dependent on the translation and categorized into six major groups. of speakers. So while certain portions of sector that will come to serve it. These include Afro-Asiatic, Nilo-Saharan, the African population are served, a major Of course, Africa has one-third of the Niger-Congo A, Niger-Congo B, Khoi-San information gap still exists. world’s languages; there is no way that any and Austronesian. You can see how these It must be understood that most Afri- business will end up putting in the time are regionally divided in the Figure 1 map cans know two or more languages. Whether

16 | MultiLingual October/November 2013 [email protected]

15-18 Steiert #139.indd 16 9/17/13 12:38 PM Focus Showcase: Africa

Your Gateway to Africa Africa…Where It All Begins Thinking about Africa? Located in Cape Town, South Africa, the Folio Africa could fit China, USA and Europe within Interested but wondering how to venture into Group is ideally positioned to "translate Africa to its borders. Think of the linguistic and cultural African markets? Localize Africa and its sister the world." diversity, yet business opportunity in these Since 1988 we have evolved into the largest company eLocalize, the localization experts countries and how it will benefit your business to covering the continent from the Cape to Cairo, LSP in sub-Saharan Africa – a global leader in the expand here. are the answer. provision of African languages. Areas of special expertise: Whatever your requirements and target Now all of that can be done through markets, we have the expertise and knowhow • LSP for the IT, telecommunications and BayanTech, your localization sage in Africa. Rely medical industries from many years of experience in local markets on us in all languages, including most rare ones. on the continent to ensure your total success. • Instant telephonic interpreting via Folio InterTel We guarantee you the quality and consistency to Look no further, we are the experts in Contact us for translation, localization, crack benchmarks. Africa. Meet us at www.localizeafrica.com or interpreting, voiceovers, copy- www.elocalize.net. writing, editing, proofreading and transcriptions. BayanTech Localize Africa Folio Online Giza, Egypt Johannesburg, South Africa • Cairo, Egypt Cape Town, South Africa [email protected] [email protected] • www.localizeafrica.com [email protected] • www.folio-online.co.za www.bayan-tech.com

regional or colonial, UNESCO reports that “When ThisDay, a Nigerian newspaper, current socioeconomic situation of Africa, Africa is one of the most multilingual con- printed a lighthearted column speculating with an isolated population that primarily tinents, resulting in regions that have com- that the Prophet Muhammad might have receives its information from the indi- municative bridges to each other, allowing enjoyed the Miss World contest, 200 people viduals that bridge the information gap some fuidity to the information being died in the ensuing riots, a ThisDay offce between communities. The only way to dispersed. was torched and the writer had to fee to limit misinterpretation in African transla- A major issue in tackling the daunting Norway.” tion is by hiring capable contractors from translation services required within Africa Localization of the information and each region. This method of localization is the attention that will need to be paid to products that are introduced into Africa fts Africa and its language diasporas. the regions in which information will be is crucial to the success of businesses and As businesses are just beginning to distributed. Just as international aid orga- the reputation of language service provid- attempt to tackle advertising in such a nizations such as the United Nations have ers. Since the continent is so diverse and in diverse and changing continent, it must issues translating materials for the public some cases so segmented by its communities be understood that the previous mindset in Africa, businesses face the same issues and traditions, adaptability and localization was that Africa only had resource-driven in regard to advertisements. In Africa, cul- remain critical to success in Africa. growth, yet in McKinsey & Company’s tural differences do not occur over a span Taking the diverse cross-regional tastes, article “What’s driving Africa’s growth,” of large areas. Advertising within Nigeria, customs and demographics into account, it was found that between 2000 and for instance, is very much susceptible to localized translators are the most viable 2008, resources only contributed to the people’s opinions. In an April 28, 2011 option to guarantee high quality language 32% of Africa’s gross domestic product article, “Nigeria’s mad men,” The Economist solutions within Africa. Social boundaries growth. The majority of growth came from details the reactions to ads in the predomi- within Africa are not depicted by a state’s wholesale and retail, telecommunications, nantly Muslim north versus the Christian border since the imperialistic tendency of manufacturing and agricultural industries. south. Occasionally, people protest and riot European colonists to set African countries This, combined with climbing wages in the due to ads that are not deemed acceptable free was by essentially dividing them up continent, directly leads to higher con- to their cultural inclinations, forcing com- randomly and propping puppet govern- sumption rates. This rate of course varies panies to abolish certain campaigns and in ments in each country. Fast forward less among states, but an estimate from Stepha- turn, waste resources. The article states that than a century and we’re left with the nie McCrummen in the Washington Post

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15-18 Steiert #139.indd 17 9/17/13 12:38 PM claims that about 300 million Africans fall into the low to middle class. To put this into perspective, the African Development TRANSLATION AT THE Bank Group fnds that the middle class has tripled in the last three decades. In turn, Africans as a whole have increased consumer potential. For example, superstore chain Nakumett has over 40 outlets across Kenya, Uganda, Tanzania and Rwanda. Ventures Africa reports that it also plans to raise $50 million this summer in order to continue East African expansion. Keep in mind that this is only one superstore chain. The capital and con- sumerism exists and it’s going to be tapped into in the near future. To guarantee that this new middle class actually has the spending power, and this isn’t only targeted growth at the elite, it is always good to look at the amount of money businesses expend on advertisements to the consumer in areas such as Nigeria. The Economist reported in 2011 that advertising expenditures had nearly quintupled even after the economic downturn that plagued the world’s markets. The increase in advertising expenditures is seen across the continent. Nielsen stated in its “Global Adview Pulse” report that spending related to advertisement was up 2.9% in Africa in the frst quarter of 2013. So we have a clear number of indicators all pointing at economic growth and which leads to the idea that the translation market can experience an increased demand in African language service requests. Further- more, foreign direct investment was up to $50 billion last year according to an April 12, 2013 article in Ventures Africa. Africa saw a 5% increase in foreign investment while global fgures fell by 15% in total. Ernest & Young Global Limited also reiter- ated the increased foreign direct investment seen in Africa and verifed that it has been on the upswing for the past fve years. As in any market, higher consumption results in more information being relayed to the consumers. Yet rather than developing within one common language family, Africa presents the translation industry with thousands of languages and a diverse cultural foundation to adapt to. For the past few centuries, Africa has been relatively immobilized economically. Granted that the current conditions remain somewhat stable and continue to follow the upward trend, it can be guaranteed that a large number of African states will become emerging markets. Africa still remains the www.smartling.com/multilingual rich fnal frontier in our overdeveloped economic landscape. M

18 [email protected]

15-18 Steiert #139.indd 18 9/17/13 12:38 PM Region Focus

TWB Kenya addresses translation needs

Katie Botkin

Although it may seem incredible in a world where information oozes from plasma screens on every corner, crucial health and sanitation information may not be available in a compre- Ahensible format for the world’s poorest and most underserved populations. In such places, professional translation is often all but unheard of. So Translators without Borders (TWB), which for many years operated on the basis of donating translations to nonprofits through existing, volunteer freelance translators, has turned its focus to translator training for underserved regions and languages. Its first and currently only training facility is in Nairobi, Kenya. The organization has trained over 100 translators who are now spread out across the country, several of whom translate profession- ally. Of these, 12 are employed full-time in TWB’s center in Nairobi. Front row (left to right): Emmanuel Kipkoech, Rodha Moraa, Paul TWB Kenya rents offices on the campus of the Kenyan-based orga- Warambo and Cynthia Wambugu. Second row: Matthias Kathuke, nization Bible Translation & Literacy, which works closely with the Florence Kangai, Gilbert Karanja, Abraham Okumba and Simon Summer Institute of Linguistics (SIL). SIL is a Christian nonprofit Andriesen. Third row: Mary Amatu, Felix Kimani and Leonard Ngeno. that does small-language research and documentation, and which also rents offices on the campus. “It is probably the biggest concen- The team in Kenya is involved with several large-scale Swahili tration of people — around 90 people — working on language and translation projects, mostly covering health care. The Health Educa- translation in all of Africa,” says Simon Andriesen, the TWB board tion and Training project covers half a million words of training member responsible for the center. materials for community health workers, which is edited for simplic- The translators at TWB Kenya are involved with various ity by vetted TWB volunteers around the globe, and then translated projects, and the translators in the center cover around a dozen in the Nairobi center. The project is partially subsidized by a grant language combinations, including minority tribal languages such from the Open University in the United Kingdom. The 100 x 100 as Dorobo, Njems and Gusii. In Kenya, TWB translator Matthias Wikipedia Project — originally the 80 x 80 project and now expanded Kavuttih Kathuke says, “English is very formal, used by the elite, — involves translating the 100 most widely read Wikipedia articles on and the majority of the people are not in that class, in the upper class.” Many Kenyans, particularly in the lower class, use Swa- hili. To reach everyone in Kenya, 42 local languages are required. However, nearly all health information available in Kenya is in Katie Botkin is the managing editor of MultiLingual English, as well as many important legal documents. “Even the magazine. Prior to joining MultiLingual, she studied Kenyan constitution is not available in Swahili today,” notes Paul journalism and applied linguistics, taught English on Warambo, TWB Kenya’s center manager. three continents and did freelance writing. www.multilingual.com October/November 2013 MultiLingual | 19 Region Focus

health care into 100 languages, with more to come in all likelihood. Before translation, the articles are simplifed so they are easily understandable by the population at large, and vetted by physicians for accuracy. Access to health information is still an issue for many people, and something like the Wikipedia 100 x 100 project will only work if Wikipedia’s simplifed health and sanitation articles are widely available. As it happens, the Wikipedia Zero project is committed to bringing Wikipedia to people in developing countries free of charge on their cell phones — with no data fees, and text-only to maxi- mize the bandwidth in patchy areas. Many individuals in developing countries have bypassed the computer era and gone straight to internet over mobile, even those with a severely limited income. According to a World Bank report, in Kenya, over 60% of the economic base of the population have mobile phones, but the cost of services can be over 25% of their Translator training for TWB Kenya in Maasai land. monthly income. The Wikipedia Zero project helps to ensure that these people can signed with the program in July 2013, and gout,” he says, laughing a little “and schizo- access crucial health information without more companies are likely to join soon. phrenia. Psychology meets translation.” having to worry about the fnancial cost of The Kenyan team works on translating Many of the translators from the center that information. Companies such as Saudi these Wikipedia health articles into Swahili, have stories that involve overcoming per- Telecom and VimpelCom have already part- supported by The Indigo Trust, bringing sonal and social challenges. Kathuke, born nered with Wikipedia Zero to provide 470 personal expertise as well as passion. Before in Machakos County about 100 kilometers million users worldwide with this service. becoming a translator for TWB, Kathuke from Nairobi, was the frst student from his Orange signed up to provide it in parts of taught English and psychology; for Wikipe- small village to make it to a university. He Africa and the Middle East. Aircel in India dia’s 100 x 100 project, “I worked on UTI and pursued a degree in linguistics, but despite this, Kathuke says “everything I learned about translation was from TWB.” He and other team members also worked on translating crowdsourced information for the Kenyan elections. The team worked 24 hours a day for about ten days leading Worried about standing out in a crowd? up to the elections and immediately afterwards, in eight-hour shifts, ensuring that the process was as transparent as possible for the Kenyan people. In 2008, over 1,000 citizens were killed in Kenya during post-election violence. In order to make the 2013 elections smoother, Uchaguzi (election in Swahili) was born. The project involved a web-based platform whereby Kenyans could report what was happening on the ground using SMS, e-mail, Twitter and the internet. Ultimately, Ucha- We pride ourselves on it! guzi helped create communication between citizens, humanitarian agencies and law enforcement agencies monitoring elections in near-real time. Kathuke says the crowd- TranslationTranslation solutionssolutions oonn ttime,ime, oonn ppointoint andand oonn bbudgetud sourced platform and its translation was Visit us at Localization World, Silicon Valley in October. “very signifcant” in preventing violence. www.7brands.comcom The project was successful in that there [email protected] was a sharp decline in election-related 212.300.5990 violence compared to 2008. “We achieved

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what our target was,” says Kenyan translator Rodha Moraa. Before she came to TWB, Moraa was a single mother who struggled to feed her infant son. Now, she works at the center and adeptly discusses terminology, translation tools and her translation projects. Terminology is tricky in health translation, and there is little to no precedent for terminology databases — and although the team has one now, they’re essentially starting from scratch. Moraa notes that the word access, for example, has three or four translations in Swahili, so the translators have to sit down together and decide which term they’re going to use. Moraa is also one of TWB Kenya’s voice talents: her voice is used for the Swahili narrative of a series of health videos that were translated and subtitled by the translation teams. Barasa Abraham Okumba is from a village in Western Kenya and spoke Luhya as his frst language. He says about 20% of the people who live in that area speak English comfortably; the rest speak Swahili with relative ease. “Our country is divided into tribes,” he says. “There is a lot of ethnic pride among Kenyans — and even bias.” As you grow up in Kenya, however, Okumba says, you begin to realize that speaking your frst language is somewhat discouraged and even forbidden in governmental institutions, where English and Swahili are the offcial languages. It’s supposed to be a “symbol of unity” between the Kenyan people. Nonetheless, the reality is that not all Kenyans speak Swahili, let alone English. Regarding language, says Okumba, “some of the things I was made to believe as a small boy are not true.” Okumba says that the TWB Kenya team is vibrant, with much “cohesion and unity” among the translators. “We are very enthu- siastic about what we are doing,” Okumba exclaims earnestly, adding that the switch along his path from teacher to translator has as much to do with his desire for humanitarian work than anything else. Okumba, who was himself a self-described “rejected child,” born out of wedlock and raised by his grandmother, is keen to explain that he translates because it helps to strengthen and heal his society. “I do it because it’s something that directly saves someone’s life,” he says. At the same time, it is very challenging: an incor- rect word in a medical translation can be fatal, and when you know a mistranslation can have such a costly effect on a population, he says, you choose your words very carefully. For the Kenyan election project, “the fact that I am helping people avoid Africa has a signifcant need for translation. Source: Common Sense Advisory. fghts makes me feel good.”

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19-22 BotkinTWB #139.indd 21 9/17/13 12:39 PM Region Focus

The job is rewarding in many Maa speakers who participated in the ways. “I enjoy the fact that I learn, training, afterwards made several and the material that I translate goes phone calls to me testifying of how into my head frst,” says Okumba. this little effort has been life-changing On his part, Warambo holds a in Maa land.” master's degree in Kiswahili and Many of the center’s trainees translation, but due to the state of who have not become professional the translation market in Kenya, “I translators already held jobs, some was literary jobless and struggling of them in the health care indus- to live,” he says. This is not atypical; try — a health library, the Ministry in a recent survey of 364 translators of Health and so on. For them, the for African languages in 49 coun- training was an addition to what tries conducted by Common Sense they already knew. One trainee, Advisory, over half responded that Sister Perpetua Nyakundi, a nun there was not enough work avail- working for the government and able. This included a large contin- responsible for health information gent from South Africa, which is about infectious eye diseases, con- more economically able to support Salome Nkudu, Swahili language specialist from Google, tacted Andriesen a few months after translators than much of the rest of giving a guest lecture at the TWB Kenya center. the training. She wrote: “Thanks for the continent. the skills I received during the train- Warambo was the frst “product” of TWB, the population — trachoma being one every- ing. I have so far designed, developed and beginning as a training assistant. “I graduated one was talking about. Trachoma, however, produced user friendly information on tra- as we grew and today I am chief editor and an infectious disease caused by bacteria that choma in Maasai, Pokot and Turkana. I also reviewer and quality assurance staff.” He also roughens the inner surface of the eyelid and produced the same on cataracts in Luo. They works with Andriesen to manage the center. eventually can cause blindness, is highly are already in circulation and in demand. Last year, the TWB Kenya team was preventable. Something as simple as keep- Thank you for empowering me.” asked by the government to provide training ing your face clean, for example, can help. As various language professionals have to the Maasai. They took a sample of health “We gathered a group of trainee translators, been previously, Nyakundi was invited to give documents that were available in the health most of whom were elementary school teach- a guest lecture to the translation team. She center in Olosh Oibor, where the Maasai live. ers,” says Warambo. “As part of our training explained why she decided to redo many of None of the health information was avail- we took the brochure, simplifed it to a list of the publications she was responsible for. She able in Maa, the Maasai’s native language, a dozen items and then translated it as a group echoed Andriesen’s original words that in a or even Swahili. In these brochures were effort. In a matter of hours we translated the country with many patients and few doctors, details about diseases that were affecting much needed information. Robert, one of the health information should be in the language of the reader and not of the author. She also talked about Warambo’s training, which stressed that information should be clear and simple enough for his grandmother to understand. With this in mind, she took another look at her materials. They were in English, and understandable for physicians, but probably not for Warambo’s grandmother. TWB Kenya will train more people as the need arises, both to become professional translators and to deepen their understanding of the importance of linguistically appropriate information. TWB Kenya has another project that it’s trying to get funded, which would work on pre-translating crisis relief information. It would also create a team of translators from Africa and the diaspora, ready to translate in real time should a disaster occur. The project would focus on communications to affected populations, such as where the relief stations are located, to go out on their cellphones by SMS. Via the same platform used for Uchaguzi for the Kenyan elections, it would also receive and translate messages from citizens telling relief workers where the problems are. M

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Localization for the long tail in Africa

David Filip & Jama Musse Jama

According to the latest Ethnologue statistics, defnition, as the dying languages only have speakers who are Africa currently has 2,146 living languages. How- no longer able to biologically procreate, so that their languages will be dying out with the individuals (Figure 1). ever, out of these, only 225 have been institution- For commercial localization efforts, the 23 highest priority Aalized in some form and shape, and 501 are on the languages (or sometimes dialect groupings) were listed origi- way to join them. Altogether that is just over a nally by Michigan State University. Due to developments in the third now on a course to become relevant for inter- course of the twenty-frst century (mainly constitutional institutionalization of languages in South Africa) two of the entries national multilingual efforts within this decade. split into multiple institutional languages that are weaker than the originally suggested macro language, but which still deserve Really, the situation is not at all bad. In fact, with the median a place at least in the wider list of major African languages. As of 27,000 speakers per language, Africa is safely above the a result, the adapted list now has 29 entries (Figure 2). The last world median of 7,000 speakers per language. Also worldwide, two entries have the number of primary speakers well under less than 10% (682 out of 7,105) of languages are institutional- one million, but still deserve their place on the high priority ized, and thus Africa is above the standard with 10.5% of its list due to the large number of second language speakers, mak- languages institutionalized. ing the language in question effectively an important vehicular Let us have a macro look at Africa and try to extract a practical language and playing in fact a supercentral role for a number number of languages most relevant for commercial localization of languages on top of their strong institutionalization in their efforts. PanAfriL10n or PAL, the African localization wiki, pro- home countries. Arabic obviously plays a special cultural and vides a valid critique and discussion of the Ethnologue’s notion religious role, despite most of the 200 million worldwide speak- of a living language, especially in the African context. It is clear ers living outside the African continent. Zulu is the clear indig- that many of the Ethnologue’s listed living languages, and not enous supercentral leader with second language speakers at only in Africa, could be and for reasons of practicality in many 150% of mother tongue speakers. The future of the Fulfulde and cases should be classifed as dialects. PAL’s list of major African Mandingo clusters is unclear; these could increase their impor- languages apparently stopped in 2007, although the public has an tance if consolidation efforts won over the general push for option to propose another major language for the list along with institutionalizations of the constituting dialects as languages. an explanation. The PAL list in its latest version proposes 93 major languages as the result of developments diverging from the under- Case study: Somali lying list and profles of 82 languages originally compiled by the Somali, number seven on the list of top African languages, African Studies Center of Michigan State University (1979-1997). belongs to the Afro-Asiatic language family and it is one of the Clearly if we are looking at pro bono and prosumer efforts, major East Cushitic languages of the Omo-Tana group. It comes which is often what is needed for the long tail, we must be concerned with the total of institutional, developing and vigorous David Filip is a researcher in next-generation localization. languages. Scholars interested in cultural This research was supported by Science Foundation Ireland diversity will on the other hand be looking as part of the CNGL at LRC, University of Limerick. mainly at dying and threatened languages, Jama Musse Jama is a PhD candidate in Somali linguistics as there might be a short window for docu- at the University of Napoli l'Orientale. He has been menting most of them. This is basically per driving initiatives helping Somali survive in cyberspace.

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EGIDS Sub Label Description Status Sustainable de Swaan in in level level Africa Europe

Hypercentral 0 0 International Widely used between nations in trade, knowledge exchange and international policy. Supercentral Used in education, work, mass media and 1 1 National government at the national level. Central

Used in education, work, mass media and 2 2 Provincial government within major administrative Yes 225 81 subdivisions of a nation.

Wider Used in work and mass media without offcial status to Institutional 3 3 Communication transcend language differences across a region.

In vigorous use, with standardization and literature 4 4 Educational being sustained through a widespread system of institutionally supported education. Peripheral In vigorous use, with literature in a standardized form being used by some though this is not yet widespread or sustainable. Or fully developed in its Developing/ home country, so that the community of language

Developing 501 61 5 5 Dispersed users elsewhere has access to a standardized form and literature, but these are not promoted in the Maybe country in focus via institutionally supported education. Used for face-to-face communication by all 6a Vigorous generations and the situation is sustainable. Vigorous 1074 45

Used for face-to-face communication within all 6 generations, but it is losing users. Or some members Threatened/ of a third generation of children are acquiring 6b Reestablished the language in the home with the result that an unbroken chain of intergenerational transmission has been reestablished among all living generations. 209 49

The child-bearing generation can use the language In Trouble among themselves, but it is not being transmitted to 7 7 Shifting/ children. Or a second generation of children is acquiring Unlikely Revitalized the language from their parents. Language transmission takes place in the home and community.

The only remaining active users of the language are members of the grandparent generation and Moribund/ older. Or children are acquiring the language 8a Reawakened in community and some home settings and are increasingly able to use the language for some face-to-face daily communicative needs. 8 N/A The only remaining users are members of the grandparent generation or older who have little Nearly extinct/ opportunity to use the language. Or adults of 8b Reintroduced the parent generation are reconstructing and reintroducing their language for everyday social 137 48 interaction. Dying

Serves as a reminder of heritage identity for an ethnic community, but no one has more than Dormant/ symbolic profciency. Or adults are rediscovering No Rediscovered/ their language for symbolic and identifcational 9 9 Second purposes. Or the language was originally vehicular, language only but it is not the heritage language of an ethnic community and it no longer has enough users to have signifcant vehicular function.

No longer used and no one retains a sense of 10 10 Extinct ethnic identity associated with the language.

Figure 1: Language classifcations, using the Expanded Graded Intergenerational Disruption Scale (EGIDS) from the Ethnologue as well as Abram de Swaan's terms, looking at African and European (for comparison purposes) statistics of living languages.

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Rank Language Speakers Status Principal country Family Group Script 1 Arabic 206,000,000 1: Statutory national language. Egypt Afro-Asiatic Semitic Arabic 2 Hausa 24,988,000 2: De facto provincial language in northern region. Nigeria Afro-Asiatic Chadic Latin 1: Statutory national working language, also 3 Amharic 21,811,560 Ethiopia Afro-Asiatic Semitic Ethiopic statutory provincial language. 19,380,800 2: De facto provincial language in 4 Yoruba Nigeria Niger-Congo Atlantic-Congo Latin (+2,000,000) southwestern region. 2: De facto provincial language in 5 Igbo 18,000,000 Nigeria Niger-Congo Atlantic-Congo Latin southeastern region. 2: Statutory provincial working language in 6 Oromo (Galla) 17,467,900 Ethiopia Afro-Asiatic Cushitic Latin Oromia Region of Ethiopia; 5-6a elsewhere. 7 Somali 16,559,722 1: Statutory national language. Somalia Afro-Asiatic Cushitic Latin 1: Statutory national language, use limited in Malayo- 8 Malagasy 16,444,440 Madagascar Austronesian Latin higher education. Polynesian 9 Swahili 15,457,390 1: De facto national language. Tanzania Niger-Congo Atlantic-Congo Latin

10 Shona 10,759,200 3: De facto national working language. Zimbabwe Niger-Congo Atlantic-Congo Latin

10,349,100 11 Zulu 1: Statutory national language. South Africa Niger-Congo Atlantic-Congo Latin (+15,700,000) 12 Ruanda/Rundi 10,150,000 1: Statutory national language. Burundi Niger-Congo Atlantic-Congo Latin Mauritania, Senegal, Fulfulde/Pulaar Mali, Guinea, Burkina 13 10,104,404 1-3 Niger-Congo Atlantic-Congo Latin (Fula/Peul/Fulani) Faso, Niger, Nigeria, Cameroon & Gambia Chewa/Nyanja 14 8,659,700 3: De facto national language. Malawi Niger-Congo Atlantic-Congo Latin (Chichewa) 15 Akan 8,314,600 3: De facto national working language. Ghana Niger-Congo Atlantic-Congo Latin

16 Xhosa 7,817,300 1: Statutory national language. South Africa Niger-Congo Atlantic-Congo Latin

2: Statutory provincial working language in 17 Tigrinya 6,915,000 Ethiopia Afro-Asiatic Semitic Ethiopic Tigray Region. Mandingo 6,496,300 Arabic, 18 (Mandinka/ 4-6a Guinea Niger-Congo Mande (+several Latin, N'Ko Bambara/Dyula) million) Sotho Southern 19 6,024,000 1: Statutory national language. Lesotho Niger-Congo Atlantic-Congo Latin (Sesotho) 20 Umbundu 6,002,880 3 Angola Niger-Congo Atlantic-Congo Latin 2: Statutory provincial language in Bas-Congo, Democratic Republic 21 Kongo 5,644,100 Niger-Congo Atlantic-Congo Latin Bandundu regions. of the Congo 22 Tswana 4,521,700 1: De facto national language. Botswana Niger-Congo Atlantic-Congo Latin Sotho Northern 23 4,101,000 1: Statutory national language. South Africa Niger-Congo Atlantic-Congo Latin (Sepedi) 24 Wolof 3,976,500 4: Recognized language. Senegal Niger-Congo Atlantic-Congo Latin 2: Statutory provincial language in Democratic Republic 25 Lingala 2,141,300 Niger-Congo Atlantic-Congo Latin northwestern regions. of the Congo

26 Swazi 2,034,200 1: Statutory national language. Swaziland Niger-Congo Atlantic-Congo Latin

27 Ndebele (North) 1,572,800 3: De facto national working language. Zimbabwe Niger-Congo Atlantic-Congo Latin

640,000 28 Ndebele (South) 1: Statutory national language. South Africa Niger-Congo Atlantic-Congo Latin (+1,400,000) 404,000 Central African 29 Sango 1: Statutory language of provincial identity. Creole Ngbandi/French Latin (+1,600,000) Republic Figure 2: The list of top 29 African languages, based on the original list of 23 proposed frst priority languages by the Center of African studies of Michigan State University, PanAfroL10n.org and the Ethnologue reports. It has been adapted to refect recent institutionalizations and ordered by the number of native speakers worldwide. It also calls out signifcant numbers of second language speakers in parentheses.

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in three major varieties: Af-Soomaali, African phenomena: Islam and postcolo- also known as Standard Somali or Com- nial infuences. Maay, Swahili and Oromo mon Somali (based mainly on the North- have not been institutionalized within the ern Somali dialect); Benaadir (mutually Republic of Somalia despite signifcant intelligible with standard and Northern numbers of speakers. Somali) and Af-Maay or Maay (mutually Somali is one of the best-established unintelligible with the previous two, or African languages, a fully institutionalized very diffcult to understand). Somali dia- language well over the regional average lects are spoken by a population estimated of less than 400 thousand speakers (and at 16.5 million, mainly living in the Horn also well over the European average of of Africa (Somalia, Somaliland, Djibouti, more than fve million speakers), yet it is Kenya, Ethiopia) and also widespread not available on Google Translate or Bing in Europe, the Middle East and North Figure 3: Borama (Gadabuursi) script. Translator, nor is it an option on Face- American countries, where the Somali book or any other widespread commercial diaspora recently resettled. Somali is one lyric poetry in Gadabuursi-written Somali. applications. Somali terminology does not of the best documented of the Cushitic Osmanya, invented in 1922 by Osman exist on the Microsoft language portal, for languages, with academic studies dating Yusuf Kenadid, gained more acceptance example. However, Jama has built a sig- from before 1900. than the Borama script, produced a larger nifcant Somali corpus by crawling online In the past, Somali had been writ- body of literature, and yet still it lost Somali resources and has made a Somali ten with a number of different scripts, the competition for mass usage with the spellchecker available through his own including an Arabic-based script known Arabic and Latin scripts. Interestingly, open source editor and through browsers as Wadaad's writing; a Latin-based Osmanya has been standardized in Uni- such as Firefox. alphabet; and the three main indigenous code since version 4.0 in 2003, although it As with Cushitic languages in general, alphabets devised by local clan leaders hasn’t really been in use since 1972. Somali is an accentual tone language and in the course of the twentieth century: In 1972, the Latin alphabet was off- has distinctive pitch contrasts, mainly in Borama, Osmanya and Kaddare. cially and fnally adopted and at the same nouns. Tone can distinguish lexical items, Invented in 1933 by Shiekh Abdirah- time Somali was made the sole offcial as well as gender, number and case. For maan Shiekh Nur of the Borama district language of the Republic of Somalia, off- instance, gender can change according to in Somaliland, Borama — also called Gad- cially the home of about half (8.3 million) the accentual tone on the vowel. The dif- abuursi — script was known and used by a of the worldwide population of Somali ference between inan (boy) and inan (girl) small circle of the Shiekh's associates. The speakers. As of 2004, Arabic, English and is in the tonal accent on the a. Similarly, script has no character for the glottal stop Italian were established as national work- dameer (female donkey) is pronounced and comprises 21 consonants and seven ing languages along with Somali, which damẹer, differentiating it from dameer vowels. Figure 3 is an example of printed signifes the importance of two important (male donkey). In the case of number, consider ardey (student) versus ardéy (students), and mádax (head) versus madáx (heads). Finally, the accentual tone may also determine completely distinct lexical items. For instance, daan (cliff, edge, block) versus dàan (lower jaw; cheek). Somali has rich infectional and deriva- tional morphology. The main infectional rules for the noun include complex pluralization patterns and two-gender distinction. Somali nouns can be formed through a process of derivation, adding morphemes, mainly suffxes, to a base that can be a noun or verb. Consider the example of pluralization through suffxation by adding o: dameer (male donkey, singular) becomes dameero (donkeys, plural). Like- wise, albaab (door, masculine singular) becomes albaabbo (doors, plural). In both of these cases, the nouns also become gram- matically feminine, infuencing noun-verb agreement. Somali’s rich morphology is a good reason for statistical machine translation developers to keep away. Yet they did not ignore Arabic or Russian, as these are

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hugely important supercentral languages for Somali. To analyze Somali prose and root, and the root can also be expanded to of global importance. However, Czech produce frequency data and so on, we show all of its derivatives (lemmatization). and Slovak, with only ten and fve mil- used two different books, Waasuge iyo With the wildcard search, the user can look lion speakers respectively, have not been Warsame: socdaalkii 30ka maalmood, for words containing certain parts using ignored. So we are back to market motiva- a short novel written by Xuseen Sheekh the wild card symbols (*, ?), for instance, a tions — if your region is not rich or stable Axmed Kaddare in 1983, and Aanadii query for cab* will fnd all words starting enough to generate suffcient market Negeeye, a long novel written by Ibraa- with cab. forces, the development to computer and hin Yuusuf Axmed “Hawd" in 2007. SomISearch is an intelligent search localization readiness will need to remain SomMorph is a web-based application engine that can search for words in all in the hands of prosumers for at least a that develops noun and verb derivatives their infection forms and also for their little while longer. Yet corporations do of Somali word base forms according to understand the importance of land grab, the rules defned in the accessible offcial so as a native speaker you can volunteer sources published since the 1960s. These as a Google localizer into Somali, and rules defne different ways to recognize mobile device systems are being localized words derived from the base words occur- into Somali. Somali is a good example of ring in the vocative case, in different a language that could have a big future in gender and grammatical number, with cyberspace, but has not yet cut it. pronouns, different infections of verbs Technical in indicative and other moods. Working Translations Activities to make Somali toward the frst spellchecking dictionary, localization ready redsea-online.com (the website of the There have been some recent informa- Somali cultural foundation run by Jama) ------tion and communication technology (ICT) has collected nearly 54,000 unique terms Medical developments for the Somali language. with its web crawler and through user sug- Every modern language needs applica- gestions. They have been independently ------tions that meet the current state of ICT, confrmed as either Somali word base Engineering such as building electronic dictionaries forms or technical terminology (foreign and computer-aided translation (CAT) terms adopted and phonetically assimi------IT tools as well as language learning lated, or Somalized). Words that users put materials. In order to build such applica- through the spellchecker as well as words tions, we need to have developed base harvested in regular crawls of Somali lan- . resources, like stemmers and analyzers. guage websites were reviewed and evalu- Developing such language resources ated for inclusion in a growing Somali intercom is your usually happens with well-described lan- dictionary. These words were used later technical translation guages with longstanding written tradi- as input for SomMorph to produce other . tion boasting large numbers of speakers. grammatical forms such as vocative case, partner in Brazil One of the main challenges for the lan- gender derivatives and so on. Application guages with less written tradition is the of the rules produced a corpus of over 1.4 lack of data for statistical approaches. million Somali words. The result is a very Physicians... We present a fnite-state morphologi- rich and structured database, where each ...translate medical texts. cal analyzer for Somali, and compare two word points to its root. different methods to build a morphologi- SomIMorph, on the other hand, is a cal analyzer for Somali. Both methods text analyzer that uses inductive logic pro- Engineers... were developed recently by Jama and gramming to identify the root of a Somali ...translate engineering. can be used in comparable ways for word through a learning process. This can creating Somali text concordances, word be applied for instance in SomConcor. frequency data and text comparisons. SomConcor is a web-based application Simple and effective. The frst method is a rule-based morpho- that produces a collated list of the principal logical analyzer and the second one uses words contained in a text. The entry point inductive logic programming to “learn” is the list of the words most frequently the morphology rules from the input used in the text. The user can also query corpus data. The initial rationale behind a concordance for a given word list. For Since 1989 the development of these methods was to each selected word, the result is a list of build an accurate word list for a Somali citations where the queried words are used [email protected] spellchecking dictionary, and now both in all possible grammatical forms. Other . . . are being improved as advanced tools features of SomConcor include a distance www.intercomtr com br for text mining applications, such as cre- or proximity search, which means that .Av. Morumbi, cjs. 12-14 ation of concordances, CAT applications, users can look for a pair of words within 04703-004 – Sao Paulo – SP and computer assisted poetry writing in a given distance from each other. For each Brazil Somali. There have been no such tools identifed word, the user can go back to its

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synonyms. It is a concept search system. are missing. Nevertheless, PALDO seems and localization infrastructure based on For instance, one can search the word to be imminently targeting Kinyarwanda Localisation Research Centre (LRC) and gobannimo, which means freedom, and the and Somali, so it is worth watching for Centre for Next Generation Localisation engine will also search for xornimo, which further developments. (CNGL) research and development. Many means independence, a near synonym of As one of the results of the previously- of the served nonprofts target African gobannimo. The user can search for cab- mentioned efforts, offcial spellcheckers causes, while Virtaal has been used for key bayaa (the third person present continuous based on the Hunspell library are avail- African FOSS localization projects such tense of the verb Somali verb that means able for StartOffce, OpenOffce, Mozilla as Mozilla Firefox translations. Transla- to drink) and the engine will query all and other free and open source software tors without Borders engages massively derivatives of the Somali verb meaning (FOSS) applications. This has also helped in African pro bono localizations. to drink. The result also contains a list to develop and stabilize offcial Somali IT Latin and Arabic scripts are the of forms of poetry used in this concept. terminology. two most important scripts that most SomISearch also implements the above African languages use in their writing described wildcard and proximity search. Takeaways for corporate systems. Issues with extended characters e-Qaamuus is a portable version of and LSP practitioners and diacritics in African variants of the the Redsea Somali Dictionary. It has been The landscape of African language Latin script have been overcome by the available on Android since December development projects is fragmented and it widespread use of the Unicode standard. 2012 and the iPhone version is in the is hard to fgure out which projects are liv- The Arabic script of course brings all the making. The dictionary data produced by ing and active. ACALAN is a good contact well-known bidirectional challenges, but Redsea are also feeding the Somali ver- point to fnd out about available language nothing that the Unicode Bidirectional sion of the Pan-African Living Diction- resources especially for African central and Algorithm could not handle. ary Online (PALDO), which is a platform supercentral languages. Watch the Kamusi Two regionally important scripts are building project supported by the African and PALDO projects that are aiming to the Ethiopic script Ge’ez, and N’Ko. The Academy of Languages at African Union bring multilingual African online diction- Ethiopic syllabary (it encodes syllables Commission (ACALAN) and UNESCO, aries. Consult PanAfriL10n.org for infor- rather than letters) is used by several which is meant to become the African mation (localization profles) on the top 93 languages in Ethiopia and Eritrea, most specifc successor project of Kamusi. African languages. Use redesea-online.com importantly Amharic. N’Ko, unlike Ge’ez, Kamusi (Swahili for dictionary) has had for Somali localization resources. is a modern script invented in late 1940s global ambitions, yet is currently able to Virtaal (virtaal.translatehouse.org, by Guinean writer and linguist Solomana serve only as a comprehensive bilingual based in South Africa) provides African Kante. N’Ko is used to write several West Swahili-English dictionary, as these two and FOSS localizers with an open and African languages of the Mande group. languages have both almost 61,000 terms standards-based CAT tool. Similarly, Since Kante spent several years trying to on Kamusi, while other languages strug- TRF-backed webpage trommons.org pro- encode his mother tongue with the Latin gle around their frst hundred “terms” or vides access to open source technology and later the Arabic script, he took the best features of both scripts to create the independent N’Ko alphabet. N’Ko has existed in Unicode since version 5.0 in the year 2007 and Ge’ez since version 3.0 in 2000. Other scripts are important for particular languages only or historically. Although the African people have troubled relationships with postcolonial languages, and ACALAN together with the United Nations Economic Commission for Africa have made the strategic decision to support the development of indigenous supercentral languages rather than the postcolonial languages, the importance of the regional postcolonial languages as pivot and reference languages should not be underestimated. The cultural relationships on the postcolonial axis are still determining whether or not there will be enough qualifed translators for a given European-African language pair. Also, as China bids for world dominance of natural resources, Chinese is becoming an important source and pivot language for African localization and business communications. M

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23-28 Filip #139.indd 28 9/17/13 12:40 PM Core Focus In-house translation teams — still worth the investment?

Leona Frank

It is hard to imagine today what the translation industry was like just 20 years ago. Did people go to the library to research obscure Iterms? Did they type out their translations on a typewriter? Did companies courier source texts to freelancers? The answer is probably yes to all of these questions. So it’s not surprising that in those times, an in-house translation team seemed to be a much more convenient solution for businesses with ongoing translation needs. Fast forward to 2013, and it becomes obvious how much technological advancements have transformed the industry. It’s still growing year over year even during times of economic uncertainty in the traditional markets. However, benefting from that growth are less the in-house translation teams and more those who support an outsourced translation approach such Figure 1: Being part of the same team facilitates collaboration as freelancers and language service providers (LSPs). Granted, between designers and translators. LSPs offer a strong value proposition: they are specialists in localization, project management and translation technologies; tion profession and missed out on important opportunities to fully their services are often available 24/7 with as many or as few develop their in-house talent. It also limited the interaction with freelancers on call as necessary, businesses only pay for the other departments, especially the creative team — a collaboration services they use (as opposed to an in-house team that is a that is key when translating marketing communications (Figure 1). fxed cost); and increasingly LSPs specialize in a feld — a single We consequently had the team report to the creative director, language, market, technology or industry — that makes them which proved to be an ideal setup for a number of reasons. true subject matter experts. Translators were involved in the creation of new advertising So why would a company still invest in an in-house transla- concepts and could fag potential localization issues right tion team? How can it get a better return on investment than if from the beginning. Their service level agreements (SLAs) and it had partnered with an LSP? Looking at our translation team at processes were closely matched to those of the copywriters, Vistaprint, I believe there is an incremental value to be gained by allowing them more time for creative translations, and it also having translation teams in-house, but they need to be carefully helped set expectations to marketing partners that transla- managed in order to succeed. The following steps give a good tion is an expertise, just like graphic design or copywriting. overview of the different aspects that we considered at Vistaprint to get the most of our in-house translation talent. Leona Frank is the international communications In many cases in-house translators fnd themselves in rather manager at Vistaprint, leading the in-house transla- unusual reporting lines. Their managers are often responsible for tion and copywriting teams for the European Union. sales and marketing, online content or software engineering. At She holds an MA in bilingual translation (English, Vistaprint we used to operate in a similar setup but quickly real- German) from Westminster University, and previously ized that marketing managers knew very little about the transla- worked as a lead project manager at a top LSP.

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Aside from these larger advantages, the internal communication tools to share someone who does not share the same teams benefted from a close interaction short stories of interest that sensitize values may be a source of disruption, between design, copy and translation on colleagues to our profession. aside from the fact that it also tends to a daily basis, with many ad hoc meet- Translators aren’t just experts in their show in that person’s work. To make ings to clarify the idea behind a message language, they’re also experts in their our point we tried to draw comparisons or brainstorm sessions for the next big culture and how it compares to other with a graphic designer: no one would campaign. There were also discussions at cultures. Consequently, we can offer a lot consider hiring a graphic designer on someone’s desk about how a translation of valuable information for marketers, the basis that the guy may not have a can be adapted to ft into the design. designers, the research or the product formal degree in it, but he has a Mac at Of course, this setup also helps us team about how a nation ticks, what is home. So why would we hire someone attract the right talent: translators who typical, what is celebrated and so on. whose only qualifcation for the job is see themselves as creative writers, who The designs in Figure 2 show an example that they are a native speaker of the like to interact with others and enjoy where translators created a mood board language we’re hiring for? being stimulated in this way. of typical types of breads for their region, Being a translator at Vistaprint is Self-promotion is key for in-house which the designer then used as a basis not for everyone. We share a large open translation teams. Colleagues who are for business card and postcard templates. offce with dozens of designers, so it can not involved in day-to-day interna- get loud sometimes, or people may have tional marketing communications often Hiring and promoting talent a quick meeting right next to you, which have no idea what the translation team Something every translator needs to can be distracting. A lot of emphasis is does and how it’s different from using confront on a regular basis is a certain placed on collaboration and team spirit Google Translate. We spent a lot of time lack of education among the general — how we got there is just as important giving ourselves more visibility, attend- public that translation is an acquired as the result. We need to hold many pre- ing meetings or organizing training ses- expertise that needs to be studied. Com- sentations where we talk about localiza- sions to show colleagues the difference panies need to learn this, too. When tion or explain the translations we chose. between what they think a translation looking to hire in-house translators, This is not everyone’s cup of tea. Some is and what we actually do every day. a degree in translation should be an translators prefer to work on their own This is an ongoing process, and just absolute must. Sometimes this meant without having someone to report to, last week we had to explain to a group we had to push back on recruiters who and to focus their attention exclusively of designers why the phrase “Wishing presented us with CVs of candidates on their translation with little interest in you peace and joy” is problematic in a who had studied something unrelated the choices other translators are making number of languages. Especially when but claimed to have been working as a for their language. you don’t know how many people send freelancer for a number of years. To us, Equally, the marketing nature of our the wishes, and how well they know the it was about more than just the degree. texts requires us to transcreate many of person receiving the message (should it People who decide to study translation our communications. This means trans- be a formal or an informal you?). This have other things in common. First of lators need to be critical of the source is beside the fact that in many cultures, all, they haven’t become translators text and always bear the target reader peace and joy wouldn’t be frst on the because it was the lesser of all evils, they in mind. That’s why we have created list of things you’d wish another person chose to become a translator. That makes translation tests that specifcally look at Christmas. On the upside, however, them feel passionate about it. They also for these qualities. A line in a previous many people are fascinated once we love to do research, to keep learning test talking about customized checks share some language oddities we come and to pay attention to the details. In used to read: “While they pay the bills, across every day. So, we make use of our the microcosm of a translation team, checks also show recipients what your company is like. For example, if you’re a dog walker, create puppy checks to show that you’re passionate about what you do.” Attached to the text was a brief that instructed the translator to really localize the text, so it would sound natural to their readers, with full liberty to move away from the English source text. If then, despite those instructions, a Spanish candidate translated dog walker literally, their application would not be taken any further. While there are some dog walkers in Spain, it would certainly not be the most common use case. The translator we eventually hired replaced it with the example of a vet. Once the right talent has been hired, it is another challenge to retain it. People

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technologies on the market, while before we did not even have a spellcheck. Know- ing what we know now, we would not make any compromises on tools again. They are part of setting up a translation team. After all, who would hire graphic designers and then have them work using Microsoft Paint? One of the biggest challenges for translators is that the localization process always comes at the end, so that every deadline missed along the way effectively eats into the translators’ time. And that’s still a good-case scenario. Frequently, translation is forgotten altogether or project managers are unaware how long a translation takes. During my frst week at Vistaprint, the team was asked to translate 40,000 words for a new product that was going to launch seven days later. With just one translator per language, no backup and no advance notice whatso- ever, this clearly wasn’t going to happen. Eventually, the European product launch had to be postponed by several releases — Figure 2: Translators create boards that designers use as a base for market-relevant template designs. not the best way to start a new job. How- In this case, localizing an idea for a gluten-free bakery includes featuring regional bread products. ever, looking back, I believe this was the best thing that could have happened, as it clearly highlighted the need to integrate who are attracted to marketing transla- Working in a customized workfow translations into project planning and to tions enjoy the challenge of having to with MemoQ and its server for two years educate the business on our capabilities. translate different texts every day. If the now has led to signifcant productivity Having an actual example of what hap- work gets monotonous or they feel there’s and cost savings. This is not to mention pens when people do not follow the pro- nothing more to learn, they’ll leave. We the fact that we now work with the latest cess was a great incentive for everyone therefore spent a lot of effort on creating competencies and career paths to show our translators how they can grow and where they can specialize while pursu- ing a career at Vistaprint. We conduct regular one-on-ones, team meetings and brainstorm sessions to learn from each other and to provide feedback on the areas in which we can grow. Tools, process, quality Once the right team is in place, it needs to be able to work with the right tools. Initially we compromised on this and worked with a computer-aided translation tool that was built in-house. However, we realized that we could never develop new features as quickly as we’d need to in order to keep up with the industry. It took some diplomacy to get our software engineers on board to support the purchase of a third party tool without discrediting their efforts, but effectively they had better things to do themselves than to be updating an old tool over and over again.

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to cooperate and support our integration of massive proportions. In fact, because care of, and this in turn allowed us to into the business’ core processes. our translations are used for marketing offer more services to more departments. While there will always be projects purposes, the risk that an LSP-managed Vistaprint operates across 25 locations that haven’t been planned, we aim to translation does not fully convey the worldwide, so there is also a large internal get advance notice on at least the big- marketing message, brand, tone of voice translation demand. It also employs over gest ones. Any major business projects and other specifc localization elements 4,100 people, operates more than 25 local- that now launch in our European mar- is signifcantly higher. ized websites globally and ships to more kets need a translation sign-off (along However, the big advantage of LSPs than 130 countries around the world. To with all other supporting functions) on is that they are never closed. Even if a support the various functions, we created the scope and preliminary timelines freelancer is sick or on vacation, there a network of freelancers and interpreters before they are approved by the business will be another one available as a backup. who are on call to provide translation ser- leadership. With an in-house translation team these vices to departments such as legal, internal In teams where there is only one trans- scenarios need to be planned in advance. communications, public relations and cus- lator per language, quality is a risk that We decided to recruit a number of care- tomer services. By doing this, we created a needs to be managed. This risk manage- fully vetted freelancers to help out in such single point of contact for the business to ment begins with hiring the right people, cases. By always working with the same reach out to when they have a translation setting up SLAs and processes that allow ones we can ensure a level of consistency need. At the same time we help facilitate enough time for translators to check their that we feel we wouldn’t be able to con- smooth communications across all the dif- work and having in-country reviews for trol or police when working with an LSP. ferent languages and cultures that make the most important translations. Addition- This network of backup freelancers is up Vistaprint. ally, we have set up a process where ran- also invaluable to guarantee increased These collaborations did not hap- dom sample translations are being assessed capacity at any moment should there be pen overnight and it took a lot of self- by affliated freelance translators to get a an unannounced project. Knowing that promotion, fexibility and high quality peer-to-peer reading on their quality. a reliable freelancer is taking care of the service to educate and encourage other Although translations that have day-to-day translations enabled us to departments to reach out to us for help. It not been checked by an independent branch out into more areas of the busi- is rewarding though, because it allows us reviewer have a higher risk of contain- ness where our local expertise can add to work with numerous colleagues across ing mistranslations or other mistakes, we value, which makes the translation job the globe and gives the team a feeling of believe that with the precautions above at Vistaprint in general more varied and being at the heart of the business this can be minimized to an acceptable challenging — a great way to retain talent. Most recently we leveraged the experi- level — given that we do not deal with Having freelance back-ups allows us ence of individual team members to also medical or technical translations where to focus on other projects while the day- support the business with interpretation one tiny error can have consequences to-day translations are still being taken during focus groups or video shoots and subtitling and voiceovers for tutorial videos. This allows different team members to specialize, mentor others and ensure that we have an expert for each localization service. | SolutionS for Sdl languagee WorkerSW Brand www.quickterm.at - www.kaleidoscope.at In a challenging market environment, businesses need to distinguish their products by more than just features and price. A strong brand can actually liberate businesses from having to follow the prices set by the competition and helps ensure customers will return again and again. Additionally, strong brands can beneft greatly from the promotion satisfed customers will do on their behalf. cORpORATEAT TERM MANAGEMENTENT Global companies face multiple chal- TAkE MULTiTERM TO ThE cOLLAbORATivE wEb 3.0 lenges in the matter of brand: they need to ensure their brand remains consistent wORdS iN REcORd TiME across all locations and various consumer (and employee) touch points. Their brand WEB POWER FOR YOUR CAT TOOLS also needs to be locally relevant while maintaining an overall brand essence. And the bigger a company gets, the harder wORdS iN REcORd TiME AppROvALS MAdE EASY TURN QUERiES SOLUTiONS fOR it is to control all its communications. iNTO kNOwLEdGE LANGUAGE wORkERS Especially when different value points

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are being called out in different markets, These steps took time to implement tainly infuenced Vistaprint’s decision to pan-European campaigns can get very and we haven’t completed the journey yet. build an in-house translation team during complex. It is here where we see an in- Some of these points are far along; others a time when most other businesses shut house translation team as invaluable. still need a lot of work. But it’s an exciting theirs down and began to outsource all The translators can be the link between journey and it’s rewarding to see our peo- their work. It also gave us the opportu- the global communications team and ple grow while we’re on it. We’re all happy nity to prove to ourselves that with the the country experts, working with both to be able to work in our profession, and right support and leadership, an in-house sides to develop strong communication yet get to indulge in our sociable nature, to translation team is still worth the invest- strategies, tone-of-voice documents and experience the comfort of being in a team ment, even in today’s digital age. style guides. This will allow them to take of likeminded individuals (and have geeky Of course, it has to be added that this a source text and adapt it confdently to discussions about the use of future tenses setup works for Vistaprint, but is unlikely suit their individual target market. in the different languages) while working to work for everyone. Businesses that And there’s another powerful factor: in a multicultural corporation that requires just start out on the international market when you invest in in-house talent, more from us than “just” being excellent may not be able to afford the fxed cost you allow people an equal voice at the translators. It is very fulflling to work in of an employed translator. Large corpo- table, which leads to more balanced, and a company where our colleagues see us rations may have such a high volume ultimately better, decision making. More as cultural experts, and where we get the of translations that they’d need to hire importantly, you give them ownership. chance to work with different nationalities an entire brigade of people to manage Once people take ownership of their and expand this expertise on a daily basis. it. Others may work to such tight release work and their careers, they will strive We wouldn’t have been able to get schedules that they’d need ten people to excel. They will always take pride in here without the top-down support by the during release week and zero people on what they do and be prepared to go the business leadership. We’re very lucky that the other days. However, that still leaves extra mile. This creates a unique work- our CEO, Robert Keane, feels passionate hundreds of companies that could ben- ing environment that cannot be matched about accurate translations and speaks eft from keeping translations in-house. with third-party vendors. several languages himself. This has cer- At least it’s worth thinking about. M

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29-33 Frank#139CoreFocus.indd 33 9/17/13 12:40 PM Localization vendor management

Anna Maya Tomala Core Focus

When considering localization management, opportunity to deal with creative mindsets, even though, the what is the frst thing that comes to your mind? whole process is subject to automation, machinery takeover and the cost consciousness objective. Is it managing assets, adjusting pipelines, imple- What makes a difference are the people striving to deliver Wmenting technological solutions, applying auto- the highest standards of culturally adapted translations under mated tools, incorporating cloud modes and constant time pressure. Localization vendor management testing machine translation engines? Probably, involves dealing with various nationalities and personalities, as well as facing different territories’ specifcs and development but the human factor cannot be overlooked. trends. Vendor allocation and project preparation are crucial aspects of the localization management responsibilities and Oh yes, there are project managers and coordinators who require thorough execution for shifting schedules, skyrocket- pull strings and make sure timelines are met, prevent budgets ing volumes and last-minute content refurbishment. Due to from blowing out and deliver top-notch quality in a timely the basic features of game localization, including culturally manner despite project slippage. Additionally, depending on the sensitive elements with the challenge of simship release for localization process, the language testing and quality assurance 16 languages, the real challenge is to cram a bunch of diverse resources need to be incorporated into workfows for the suc- individuals, not only in terms of national specifcs but in terms cessful launch of products. However, what in fact brings some of different lifestyles, into one sack, if you will — and nowadays extra spice to clients’ everyday fast-paced communication into one cloud. environment are people on the other side of the wire actually creating the localized content. The graceful term localization Localizing cultural sensitiveness service provider (LSP) refers to an extremely diversifed pool In fact, nothing can be more enriching in the volatile local- of resources, including multilingual agencies and freelancers, ization environment than working with an army of creative and all of them require some amount of localization vendor people, letting your cultural sensitivity grow vigorously and management. at the same time merging it into your localization framework The main duties of vendor management are dedicated to to ensure accomplishment of the project’s fnancial goals. In vendor relations, focused on balancing linguistic quality and everyday communication, translators tend to make you laugh. fnancial effciency, ultimately aiming at the satisfaction of the Vendor management can become less about business-oriented end users. Video game localization provides a great battleground facts, and instead involve knowing people’s holiday plans, favorite travel destinations, arrival of new family members and even the names of their pets. You may be very surprised at this, but some translators do not speak fuent English, and even a Anna Maya Tomala is an independent industry expert standard phone conversation can pose unforeseen challenges. with linguistics and American studies degrees. She However, the extra effort of getting to know them and ensuring is a computing science and video games localization proper setup pays off in the end, as they master their respective specialist, acting as a translator, reviewer and analyst. country and culture specifcs, which result in top-notch localized

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products. In-depth knowledge of your and reporting purposes become the bread scheme are strictly guarded. Freelancers human resources leads to incremental and butter of vendor managers. may enjoy going to the gym or massage accomplishments without compromising classes, or they may simply log off to on quality. You may, for example, be Regional trends and dynamics indulge in scarce sunny moments, and able to shoot off the top of your head Localization vendor trends are not they often cherish this unconstrained the French translator’s whereabouts and only about mapping availability and way of life. the reasons for his delayed reply to your adjusting working hours across the time The real fun starts once bank e-mail. In the twinkling of an eye, you zones, like in case of South America, holiday coverage is required, as game recall he has a dentist check-up this they’re about introducing industry development timelines do not know morning, because yes, you have already newcomers to the complexities of local- the term unavailable, and despite the discussed his toothache and its potential ization content and business culture fact that all Norwegians may be wav- infuence on his ongoing project. requirements. ing their fags and parading along the It may seem that vendor management streets, the Norwegian job still needs is a never-ending chat with translators In-depth knowledge of to be done. If you’ve planned ahead, and reviewers, including sharing family you’ll know about these holidays and photos and holiday postcards. In fact, your human resources hunt for people who will be available this is the most pleasant part of the job, anyway. Owing to appropriate vendor and although these details do not fall leads to incremental mapping, the publishing demands of into the trackable category, you tend to accomplishments without timely launch into new territories is remember them. However, managing the not affected. extensive vendor pool for highly diversi- compromising on quality. Evolving localization markets never fed content would not be possible with- cease to unveil new resources offering out applying some special tools. Without unlimited availability and unmatched developing robust database tracking From behind the commercial spectrum eagerness to act. The contrast between solutions and applying online tools, ven- lurk surprising peculiarities, such as a “I am at Pilates class and cannot dor management could turn into a state great challenge for some Middle Eastern accept the task; talk to you later” and of commotion, especially as decisions vendors related to working on a project “No problem, we will skip Carnival need to be made instantly and there is with female counterparts. Working with this year” is striking. In fact, very often little time to scan your memory to freelancers can pose its own pitfalls. For few freelancers can afford the luxury search for the proper translator for the example, there appear to be traceable of refusing assignments in the highly task. The set of accordingly adjusted patterns pertaining to Nordic countries, competitive localization environment, project management tools is used to take where freelance translating is not pur- especially with the constant pressure advantage of the stored data: language sued as a long-term business venture of keeping up with the pace of techno- combinations, working hours, including and the intrinsic liberties of the working logical advancements. weekends and bank holiday availability schedules, emergency coverage options and related fnancial expectations. In order to maintain effciency, the records of each individual must cover all necessary contact details and particular strengths, as well as the results of quality checks run systematically to monitor the vendors’ performance. Other types of detail tracked by vendor management cover genre preferences and the outcomes of corresponding test translations, any additional service types included in the portfolio, major achieve- ments and accomplished titles. When a 10,000-word legal assignment needs to be returned in seven languages by the end of the day and it is already lunch time, meticulously stored data allows for swift action. After an appropriate period of time, certain facts happen to be also automatically stored in your memory, Whatever the medium, whatever the message: Skrivanek. but to achieve smooth coordination, eas- ▪ Concept to print localization solutions ily accessible data is crucial. Therefore, ▪ Multilingual design specialists for both PC and MAC platforms www.skrivanek.com ▪ Culture specific artwork with character or alphabet typesetting exploitation of the latest technological [email protected] ▪ Preservation of original layout in all formats +1 (212) 858 7561 solutions for tracking and coordinating

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Although nobody can chain free This ensures they know the product by European localization market, serves as spirits to their computers, mobile com- heart and avoids the additional link in the prime example. Some clients still keep munication devices help to ensure fast the chain of dealing with a project man- outsourcing localization undertakings, reactivity, which means a new working ager, who often only slows down the vesting their projects with the large local pattern is emerging. In the business dic- process and negatively impacts process agencies or even acting via other multi- tated by the rule of swift responsiveness effciency. There are a few LPSs that can, lingual middlemen to save themselves the and unlimited availability, those who are however, ensure smooth communication additional trouble. The Translation Forum not taking long lunch breaks and can and excellent production workfows due Russia that took place in Kazan in Septem- meet the most important requirement of to their robust solutions. ber 2012 proved that the local localization same-day turnaround thrive, especially Granting full ownership to freelance market is highly monopolized by large as focus on cost consciousness does not experts is a big win for localization agencies that generate about 97% of the cease. The utmost quality excellence efforts. As a result, the translator’s subject business profts. It requires massive effort attributed to the localization veterans is matter expertise can also be propagated from vendor managers to incorporate replaceable by this new wave of avail- for projects that require localization of young, inexperienced translator-wannabes able industry buffs. audio content and assistance during into the process. Another interesting localization ven- recordings, for example. Fresh translation studies graduates dor management case is related to the To prompt evolution of the freelance explaining their visions for the future 24-hour localization coverage endeavor. solution, vendor management develops mentioned fear of direct interaction Due to the growing demand of round- backup setups dedicated to enhancing free- with western clients, complexities of the the-clock localization support, one of the lance networking. Linking together free- internal fscal and legal policy and lack golden vendor management rules needs lancers results in operational optimization of familiarity with the required localiza- to be stretched and the task not neces- and service profciency. Benefting from a tion tools. As a result, the mighty agen- sarily handled by in-country resources. higher level of fexibility means that even cies incorporate focks of overwhelmed large localization volumes can be handled translators and absorb the lion’s share Freelance vs. agencies by groups of independent translators with- of the localization projects, including in The diversity of the LSP setup allows out involving LSP structures. Of course, their offer extensive engineering support unlimited constellation options. Choos- working with freelancers can get very and impressive automated asset integra- ing to work with freelancers rather complex. Applying the freelance model tion solutions. At the same time, the large than agencies provides a variety of for localization efforts of 30 million-word conglomerates fail to ensure the desired advantages, but at the same time may volumes annually into 30 languages turns level of visibility into their internal pro- cause some headaches. There are many into a roller coaster thrill, and real juggling cesses and adversely affect confdence of pros to working with freelance transla- skills are highly recommended. business partners that may even lead to tors, mostly due to the beneft of direct However, there are still territories where canceling localization efforts. contact with the actual content creators. agencies prosper. Russia, the ffth largest A similar pattern is traceable in growing South American markets, especially in Brazil, where in order to keep up with the increasing demand, TRUSTED LEADER FOR global multilingual localization play- CZECH AND SLOVAK ers set up local entities lured by tempting profts. For overseas companies, the road to establishing direct contact and benefting from freelance Czech, Slovak and Financial, Technical ISO 9001:2009 resources is mostly affected by bureau- other CEE languages and Legal translation Certiﬁ ed cratic corruption and lack of suffcient technological industry insight among localization amateurs. The examples of Brazil and Russia show that the freelance vendor pool requires evolving together with customer expectations and awareness. Development turmoil hampers other localization related undertakings, such as in-country review, measuring end-user satisfaction and evaluating reception of the localized product. The developing markets defnitely require extra effort from localization vendor management, and not necessarily the same tools and approaches can be applied www.lexikasro.com Established in 1993 to create the desired production outcomes in every situation. M

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Customized Game Multilingual Localization Management Professional Solutions for Localization Services XLOC’s benefits include: • A highly adaptable technology that does not Turn-key Translations Xlated is a young and dynamic localization require developers or translators to use a service provider, founded and managed by Your translation partner since 1997 for the specific file format and enables simultaneous translators with 15+ years of specialization. following subject fields and more: localization development • Medical/Pharmaceutical Thanks to a proven know-how of internation- • Gaming industry-specific • Technical/Automotive alization and localization processes, a highly • Robust technology and support allows for • IT/Telecommunication skilled team, and an intelligent use of translation client-tailored use • Marketing/Websites technologies, we offer a wide range of services in • Significant localization expertise from a team Experienced linguists + engineers = 100% most European languages for small to large and of industry veterans efficiency and quality. complex software localization projects: • Established and continually enhanced Our services are certified according to • translation of GUI and user documentation technological development with stellar NEN EN 15038:2006 and ISO 9001:2008. • linguistic and functional QA industry reputation • terminology management • XLOC API for seamless integration of Interested in our full translation services? • engineering developers' tools and processes Please contact us for a free quote. • DTP • Huge game titles and industry leaders as Global textware B.V. • consulting long-term clients Groningen, The Netherlands Xlated Ltd. XLOC, Inc. [email protected] Kells, Co. Meath, Ireland Raleigh, North Carolina, USA www.globaltextware.com [email protected] • www.xlated.com [email protected] • www.xloc.com

Take It To the Next Level High-quality MT WordPilots — Your Danish Go Faster – for International Success Handle mid-cycle document revisions or any type Localization Partner of content change without tearing a muscle. Auto- SYSTRAN is the market-leading provider of WordPilots is a Danish localization agency mate administrative tasks. Organize your workflow machine translation (MT) solutions for the focusing on translations and LQAs. Our in-house around a single platform. Save a ton of time. desktop, enterprise and internet, covering 52+ team of pilots has many years of experience Make Your Life Easier – language pairs and 20 domains. Powered by in the localization industry. We can assist you Use the customer portal, machine translation our new hybrid MT engine, SYSTRAN Enterprise with reviews, third-party LQAs, localization, integrations, crowd assignments and invoicing. Server 7combines the predictability and consistency of rule-based MT with the fluency post-editing, terminology management and Make Better Decisions – language validation within the fields of medical of the statistical approach. The self-learning Track client satisfaction, managerial and supplier techniques allow users to train the software devices and pharmaceutical texts. In addition to performance with business analytics and ratings. life science, our fields of expertise include IT (UA to any domain to achieve publishable-quality and UI), telecommunication, marketing/copy/ Invest – translations. SYSTRAN solutions are used by transcreation, e-learning, tourism, automotive Money you save by upgrading to Wordbee is Symantec, Cisco, Ford and other enterprises to and energy. money you can spend generating new business. support international business operations. For more information, visit www.systransoft.com. Wordbee SYSTRAN WordPilots Portland, Oregon USA • London, U.K. Hinnerup, Denmark Esch/Alzette, Luxembourg San Diego, California USA • Paris, France [email protected] • www.wordpilots.dk [email protected] • www.wordbee.com [email protected] • www.systransoft.com

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37 Core focus showcase #139.indd 37 9/17/13 12:41 PM Managing localization while ensuring your global image

Jeremy Coombs Core Focus

Entering the global arena is an exciting step The second is knowing what to localize. Common questions asked by companies as they draft a localization strategy include for any enterprise, but it inevitably requires an how far to go with localization efforts and how to determine in-depth focus on localization. Too many orga- what to localize and what to leave out. The answer is that nizations confuse localization with translation. localization should occur wherever culture intersects with your E product. This pertains particularly to the localization of market- While translation does play a signifcant role in ing content. Marketing is intended to inform a target audience localizing a product, it’s only one step. Localiza- why they need this product and how it can be useful to them. tion is a much more comprehensive approach, Answering these questions is impossible without an intimate one that is sometimes referred to as transcre- understanding of the target culture. ation, whereby a product and other technical Along with this, of course, is knowing what not to localize. The localization process isn’t only limited to the components materials are adapted to both the language and that must be adapted. Enterprises should also determine which culture of a specifc locale. aspects of their brand cannot change from country to country. There are fundamental elements that form an organization’s In most cases, localization attempts lead to frustration and corporate identity. Flexibility is needed for localization, but heavy costs. Simply adapting a product for launch in mul- such are brand boundaries. Localization should render the prod- tiple countries and languages can be demanding, particularly uct such that it appears as if it originated in the target country. for software products. Additionally, website localization and The core messaging, however, should remain intact. the adaptation of marketing content have stymied even large The third consideration involves identifying the qualities of multinational industry leaders. Issues with localization arise a professional localization team. Many localization concerns primarily because the process involves several moving parts. can be alleviated through the use of an experienced localization To effectively manage the localization process and ensure the company. Due to the proliferation of translation and localization integrity of an enterprise’s global brand, it is essential to iden- services, it is necessary to know the best practices and qualities tify these parts and how best to adapt them for local markets. that set professional localization teams apart from all the others. Successful localization management can be broken down into three considerations. The frst is obtaining an understand- Target language, target culture ing of the target country and culture, not just the target lan- Relying on an across-the-board translation approach can guage. Translation deals strictly with the language of a region. risk damaging an enterprise’s global brand. Simple translation As previously defned, localization is the means whereby a doesn’t take into account the distinctions that exist between product or content is adapted to both the language and culture countries that share a language. For example, although Portu- of a specifc locale. This goes beyond word-by-word translation guese, Spanish and English are spoken on multiple continents, and adds other factors to the equation such as local attitudes, a mere translation doesn’t address the cultural differences that customs and culture. distinguish the Brazilian from the Portuguese market; El Sal- vadoran Spanish from Mexican Spanish; or US English from Canadian or British English. Even within countries, regional Jeremy Coombs is the senior vice president of dialects and cultures can lead to even further differences. operations at MultiLing. He holds a degree in Localization is so fraught with risk that an entire category of linguistics with an emphasis on computer science urban legends has sprung up around the unfortunate translation and Scandinavian studies from errors allegedly committed by companies that didn’t do their Brigham Young University. homework. Here are two examples that aren’t folklore. They are

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genuine mistakes made by companies that win!” When the game was released in the Knowing what to localize thought translation equals localization. United States, gamers went wild trying to Localization entails an incredible IKEA, the world’s largest furniture unlock the Shen Long character and beat amount of translation, research and test- retailer, found itself all over the German the game. In 1992, Electronic Gaming ing. The scope of this process not only news when it released its new furniture Monthly even played a cruel April Fools’ extends to the product’s documentation, catalog. The cause of the sensation was joke by publishing an elaborate series of but also to the entire marketing campaign the name of a new candelabrum: Arm- diffcult instructions intended to unlock and service network surrounding the leuchter Söder. In Swedish, the word Shen Long. The magazine didn’t reveal product, from online help to CD labels. Söder means south. In Germany, Söder the hoax until that December, after gam- Your website plays a signifcant role is the last name of the Bavarian fnance ers had wasted countless hours trying to when it comes to customer interaction. minister. Unfortunately, the word arm- reach the elusive Shen Long level. Many localized websites following the leuchter also had a double meaning. It What can be gleaned from these transcreation vs. translation rule func- can refer to either a candelabrum or a examples? First, tailor your localized tion more as individual sites rather than bonehead. Needless to say, the Bonehead products to the expectations of your as extensions of an original company Söder made quite a splash; just not in the target audience. Consider age range and site. Here is a list of website components way IKEA intended. subculture, as well as the nature of your that often require localization: In Street Fighter II, a popular Japanese product. Second, be aware of cultural ■■ Content Management System video game, one of the characters, Ryu, differences and linguistic peculiari- (CMS). Since some languages can take says to a defeated enemy: “If you cannot ties that may impact your localization up 30% more room than English text, it’s overcome the Rising Dragon Punch, you efforts. Are there any taboo topics, or important to use a CMS, or a web pub- cannot win!” The translator read “Rising distinct aspects to the culture’s humor? lishing platform, that is fexible enough Dragon” and thought it was the name of Third, consult local experts and localiza- to accommodate the extra space require- a new character being introduced in the tion professionals early on in the process ments. Your CMS should also be capable game, so the line was changed to: “If you so localization isn’t performed as a hap- of handling accented and double-byte cannot overcome Shen Long, you cannot hazard last-minute step. characters.

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■■ Content. It should be translated, time. Others put the day before the month clear and accurate for end users, requiring yes, but that doesn’t mean all of it all at when recording the date. translators who not only possess linguistic once. Limit your initial content translation ■■ Phone number and address layout. skills, but also intimate knowledge of the to texts that support your product and Contact information can be a key factor in technology involved. address customer needs. Avoid the use of the customer experience. Phone numbers Localizing audio and visual products jargon or slang. and address layout can vary from country is usually a matter of transliteration along ■■ Time and date format. Not every to country, even if they share a language. with translation. The basic challenge is country uses the same time and date ■■ Navigation. Some languages, like maintaining the accuracy of the content stamp. Many countries rely on military Hebrew and Arabic, require right to left while also capturing the feel of the original layout, which can affect text, menus and message. Localization professionals should buttons. employ translators and narrators who are ■■ Images. Your website images should native speakers of the target language refect the culture you are trying to reach. and whose delivery betrays no accent. Image titles and alt text should also be Matching program length and lip synchro- localized. nization can also prove challenging when Something else to consider is search localizing media products. engine optimization. According to Search There are cases when you may not want Engine Watch, 73% of all internet users to localize. Debuting on the global stage search the web in a language other than is as much about introducing your brand English. It is also important to note that to the world as it is about adapting your Google is not the principal search engine content to new markets. Too much local- in other parts of the world. Russia and ization can deprive you of your corporate China have their own local search provid- identity and erode the value of your brand. ers (Yandex and Baidu, respectively) that There are elements of your enterprise’s follow different rules than Google. Finally, core that should transcend localization and remember that local search engines always remain constant from country to country. give preference to local sites, which is why Pinpointing those central principles is a your localized website should feature a deeply individualistic exercise for every country-specifc domain name. company, but it is part of the balancing act No doubt you’re familiar with the usual involved in the localization process. lineup of social media channels: Facebook, McDonald’s global strategy provides Twitter, Google+ and LinkedIn. Despite the one example of how a brand established worldwide popularity of these networks, this balance, along with the choices the they have local rivals in other countries process entails. The fast-food giant had that can provide valuable social media to do some soul searching as it expanded streams for multinational organizations. into global markets. It had to determine Localized websites that are optimized for whether the McDonald’s brand identity these resident social networks provide relied on its signature menu items, like international users with a simple and the Big Mac or on some other quality they straightforward means to share offers and wanted to maintain. content. In the end, McDonald’s decided that its Localizing software can be every bit as brand’s core identity was that McDonalds tricky as website localization. Very often was a fun place to eat. It launched an it requires the combined efforts of both aggressive localization campaign, offer- translators and engineers. To avoid the ing customers a menu of localized foods USA (East) [email protected] garbled text and fonts usually associated to enjoy in the signature McDonald’s USA (West) [email protected] with faulty localization, you should imple- environment, with McMolletes in Mexico Argentina [email protected] ment localization efforts in the early stages and Chicken SingaPorridge in Singapore. UK [email protected] of your software development and rigor- The Big Mac is still available in just about Israel [email protected] ously test your localized software through- every restaurant worldwide, but in places out development. Produce a localized help like India, it is made from chicken. guide or user’s manual along with your software localization. This helps guarantee Gaining a professional consistency between your documentation localization team and your software. The localization process can be daunt- Technical documents require a slightly ing for any organization, so don’t tackle it different approach. Since they describe alone. Professional localization teams spe- complex topics and technologies, cultural cialize in localizing technical and market- localization isn’t as essential as technical ing materials, as well as software, manuals, localization. This documentation must be website content and audio/visual products.

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To begin with, it’s not enough to hire translators with linguistic skills. Local- ization teams should employ culturally and technically adept native speakers to provide accurate translations in even the most specialized contexts. Teams should Medical Translations combine the efforts of terminologists, Technical Publications translators, engineers and linguists to pro- MediLingua is one of Europe’s few companies duce localized products. specializing in medical translation. We provide Full Content Life Cycle You should also consider your tools. all European languages and the major languages of Asia and Africa as well as the usual translation- Quality translations incorporate transla- At Omniatext we manage every step of the tion tools into the localization team’s related services. efforts. Translation memory is one such content life cycle, from technical writing using Our 450-plus translators have a combined controlled English, to translation, DTP and tool, allowing translators to leverage past medical and language background. translations and formatting in order to multi-channel publishing. We draw on a tight streamline future translation turnaround We work for manufacturers of medical integration of best-of-breed technologies, service, times. devices, instruments, in-vitro diagnostics and and premium language professionals who know In software localization, your team software; pharmaceutical companies; medical their industry domain inside out and can clearly should master various operating systems publishers; national and international medical communicate complex, technical concepts, and platforms. Whatever the software’s organizations; and medical journals. allowing our customers to deploy technically stage of development, a quality localiza- Call or e-mail Simon Andriesen or visit our accurate and culturally sensitive content in the tion team can provide language support website for more information. global marketplace. for products, documentation and websites. A professional team is also able to handle a variety of formats, including java, C++ MediLingua BV and HTML, in addition to multimedia edi- Omnia Group tors and operating systems like Microsoft Leiden, The Netherlands Windows, Mac OS, Linux and UNIX. [email protected] USA • UK • Italy • Germany • France • Norway Keep in mind that neglecting terminol- www.medilingua.com [email protected] • www.omnia-group.com ogy management can lead to errors and omissions in different versions of highly technical translated documents. A centralized terminology system used across all countries and languages keeps an enterprise’s internal vernacular consistent. The localization team should coordinate the development of glossaries and dictionar- Europe’s No. 1 ies, research and develop terminology Your Polish databases, and develop and implement Greek Localizer style guides. Competence Center Since 1986, EuroGreek has been providing high- Finally, a stringent localization provider Since 2000, Ryszard Jarz˙a Translations has quality, turnkey solutions, encompassing a whole will subject itself to rigorous and redun- been providing specialized Polish translation, range of client needs, for the following language dant quality control measures, using both combinations: technology and team members to provide localization, marketing copy adaptation, oversight. Clients should also be kept up and DTP services. We focus primarily on life • English into Greek to date on their product’s progress through sciences, IT, automotive, refrigeration and • Greek into English the localization process, preferably through other technology sectors. • German into Greek • French into Greek a client checklist or dashboard. We have built a brilliant in-house team made No two enterprises undergo localiza- up of experienced linguists and engineers who All EuroGreek’s work is produced in our Athens tion in the same manner. More than just guarantee a high standard of quality while production center and covers most subjects: a balancing act, it is a highly customized maintaining flexibility, responsiveness and • Technical undertaking for companies, requiring dif- • Medical/Pharmaceutical fcult choices that force an enterprise to accountability. Our services are certified to EN 15038:2006. • IT/Telecommunications defne the qualities that constitute its iden- • Economics/Legal tity and brand. However, by implementing a localization approach and hiring transla- All EuroGreek’s work is fully guaranteed for tion teams early on in product develop- Ryszard Jarz˙a Translations quality and on-time delivery. ment, you can bypass many frustrations as ł EuroGreek Translations Limited you bring your products to market faster, Wroc aw, Poland with higher quality and less risk. M [email protected] London, UK • Athens, Greece www.jarza.com.pl [email protected] • www.eurogreek.com www.multilingual.com October/November 2013 MultiLingual | 41

38-41 Coombs#139CoreFocus.indd 41 9/17/13 12:42 PM Exploring TMS pricing structures

Benjamin B. Sargent Core Focus

Today’s translation management systems lation tools become an assumed part of any information system. (TMSs) handle structured translation processes This means authoring and software development interfaces, content management systems and production information systems, but are poised for much broader usage across marketing automation and social management, customer rela- Tthe enterprise. Here, we explore the expanding tionship management and enterprise resource planning, e-mail scope of TMS and consider the pricing and busi- and messaging, as well as proprietary information systems such ness implications of sharing language tools and as recipes, process documentation and service manuals. This anticipated level of ubiquity poses a pricing and deploy- assets among the entire knowledge workforce. ment challenge for enterprises. The transition of TMS from a tool used by a small cadre of specialists to an enterprise-wide deploy- Translation is fundamental to any global enterprise. Viewed ment accessible by anyone with a language need will cause from one angle, information moves from one language to the next headaches for planners, procurement staff and the software sup- in a formal process, wherein the company’s messages get com- pliers they buy from. Negotiating the price for this ubiquitous municated and products are documented. A trained, professional service will be a challenge as both parties assign value to the staff manages this fow of words, projects and assets in a durable resource. Common Sense Advisory research has shown a trend business process, often coordinated by a centralized team. toward value-based or usage-based pricing models that charge a Viewed from another angle, translation is needed every- fee against metered volume, whether measured as words, bytes where, every day and probably gets dealt with on an ad hoc or transactions in the system. Curiously, the ubiquity argument basis using whatever resources are close at hand. In this decen- can be used both for and against value-based pricing in TMS. tralized context, disparate business units, functions and regions Let’s look at the “for” argument, that translation is a utility that call up their own language resources to conduct their day-to- must be metered. Every knowledge worker may need translation, day activities. As the needs of global markets, supply chains and but how much and what they need will differ. Many buyers will operations affect more functional groups within the enterprise, want to associate the cost of translation directly to the business enterprises will grant access to centralized translation tools and function to which it is applied. For these users, value-based pricing processes to ever wider swaths of employees. From drivers to makes the most sense. Functions that require more volume, higher shop foor assembly workers, today’s workers are all knowledge quality and faster speeds will pay more. As with water or electricity, workers, and knowledge workers need language tools. such translation can be metered — externally to optimize volume- We expect TMS to play a central role even as shallower inter- based discounts or internally to optimize expense allocation. faces and simpler processes crawl out to an ever broader set of Let’s also consider the “against” argument, that translation is a users, eventually achieving ubiquity in the enterprise stack. What core function that should not be metered. Ubiquitous usage should does “ubiquity” mean in this enterprise context? It’s when trans- drive costs low enough to grant universal access via site licenses. As a core technology exposed through any number of other con- Benjamin B. Sargent is a senior analyst and content tent interfaces and business applications, it becomes a cost of doing globalization strategist with Boston-area research business. Enterprises will simply buy a site license and allocate cost and consulting frm Common Sense Advisory. He is just as they do for payroll processing, human resources or facilities responsible for business globalization, translation and management. Metering merely creates unnecessary overhead. localization industry research, as well as globalization Which of these pricing models will work best for you? It assessment consulting projects. depends. Metered use schemes allow TMS buyers to allocate

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Expense type What it is Tax effect Capital expenditures are investments that create future benefts. A capital expenditure is Such expenditures cannot be fully deducted in the CAPEX incurred when a business spends money either period when they were incurred. Tangible assets are (Capital Expenditure or Capital to buy fxed assets or to add to the value of an depreciated, and intangible assets are amortized Expense) existing asset with a useful life that extends over time. beyond the tax year.

OPEX refers to expenses incurred in the course OPEX of ordinary business, such as sales, general and Operating expenses are fully deducted in the (Operating Expense, Operating administrative expenses, excluding cost of goods accounting period during which they were incurred. Expenditure or Revenue Expenditure) sold, taxes, depreciation and interest.

Funding software acquisition by CAPEX versus OPEX. CAPEX purchases often require annual service contracts, an OPEX component. TMS usually carries a 15-30% annual maintenance fee, meaning over a three to fve year period you are adding as much OPEX as your original CAPEX investment. Source: Common Sense Advisory, Inc. and diffen.com

Expense Type Pros Cons

Set by budget cycle; good balance of You’ve overspent if usage decreases; an annual Fixed OPEX predictability and fexibility; better price subscription commitment creates a temporary lock-in negotiation; upside if usage increases. if you decide to change your process mid-year.

Maximum fexibility; costs can go to zero Variable OPEX Higher unit costs; higher long-term costs. in a period; no lock-in.

The rationales of fxed versus variable OPEX. TMS pricing schemes may combine these expense types, using a fxed monthly base rate plus a variable amount calculated on monthly volume of words, gigabytes or transactions. Source: Common Sense Advisory, Inc.

internal and external costs (for deprecia- soon. Metered usage, even at companies pricing requirement will have a last- tion, amortization, IT management and that have bought a site license, continues ing effect on how TMS is confgured, maintenance costs) to internal depart- to have an appeal as companies attempt independent of how buyers pay for the ments according to the norms estab- to allocate charges. This value-based software. M lished for value or usage. Companies focused on cost containment may prefer this method, as will companies with disparate business units or brands where Business Next Management Project costs need to be separately managed. makes the Difference Companies focused on growth or uni- www.plunet.net fed around a single fagship product or brand may prefer the simplicity of the fxed cost approach. If translation management Process is a permanent requirement in the enter- Level prise information stack, many companies 99 will view site licensing as the lowest total cost option for software acquisition. More experienced TMS users should buy a site license as a capital expense (CAPEX) but allocate maintenance and support tariffs. The metering function offered by more and more TMS suppliers lets savvy buyers achieve the lowest total cost that comes with a site license while still managing to produce variable-cost charges internally for each business unit, functional department and project. In conclusion, the tough decision Plunet BusinessManager between value-based pricing and CAPEX- The Management Solution for the Translation Industry style purchasing will not end anytime

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42-43 Sargent#139CoreFocus.indd 43 9/17/13 12:43 PM Quantifying and measuring linguistic quality

Jason Arnsparger Core Focus

Even with all the tools, technology and auto- ity. Due to the subjective nature of the particular needs of the end mation available today, we still rely on people to user or customer, a quality translation is more than just maintaining the meaning. Sure, in many instances quality can be black or perform translation. And as we know all too well, white, but quite often there is a lot of gray area when talking about Epeople make mistakes. Furthermore, people inter- linguistic quality. pret language differently. Quality is in the eye of the beholder. A linguist cannot know the individual preferences of all of their target audience. If quality As with any human process, translation can be subjective. is measured in part on preference, then the translator needs to Some aspects of translation are objective. Yes translated as no is a know what quality really entails in any given instance to each clear mistranslation, for example. However, translation quality is individual. This is where specifcations become so critical. often judged upon subjective criteria such as style, terminology or how the core concepts have been articulated in another language. Defining and measuring specifications Quality is a word that is thrown around rather loosely, in many From project to project, the needs and expectations of the cus- different contexts. It has become a buzzword of sorts. What one tomer may change. This is why defned specifcations become so person would consider quality, another might not. How can you critical. For example, does the translation need to be concise? Does objectively determine if something is, in fact, quality? Further- it need to use specifc, preferred terminology (red blood cells or more, how can you quantify the level of quality? Asking ten dif- erythrocytes)? Does it need to portray a certain tone? The list of ferent people would likely get ten different defnitions. Let’s start specifcations can go on and on. with a few. The Project Management Institute, in A Guide to the Additional considerations of context need to be outlined at Project Management Body of Knowledge (4th Edition), defnes it as the start of an individual project as well. Is the translation for a “The degree to which a product meets the specifed requirements.” lawsuit? Then it needs to be fairly literal. Is it for a marketing The Six Sigma Handbook calls it the “Number of defects per million campaign? Then the translator may be doing creative rewriting or opportunities.” The International Organization for Standardization transcreation. If the translation is done in the setting of a regulated says it is “Determined by comparing a set of inherent character- industry, then it needs to meet regulatory standards. One aspect of istics with a set of requirements. If those inherent characteristics a quality translation is that it meets the purpose for which it will meet all requirements, high or excellent quality is achieved. If be used. So to ensure quality, the customer needs to provide the those characteristics do not meet all requirements, a low or poor linguist a detailed description of the target audience and setting in level of quality is achieved.” which the target content will be used. The bottom line is, a quali- All of these defnitions are from highly regarded organizations fed translator can and should deliver exceptional quality transla- in the quality management feld. There are two common attributes. tions, but without specifcations the translation still might not be First, there is a scale of degrees of quality. Second, there is a set of good enough to meet the customer’s expectations. Therefore, the defned specifcations to provide a point of reference on the scale. expectations must be formulated into specifcations, which will in A translation that accurately conveys the intended meaning of turn be the measuring stick for linguistic quality. the source may still not necessarily meet the criteria of high qual- Once the expectations are well established and formulated into specifcations, an error can be objectively identifed. Counting errors leads to a measurement method. There are several ways to Jason Arnsparger is a solutions development consul- measure the quality of a product by counting the number of errors. tant at ForeignExchange Translations. He has a BA in Take Six Sigma, for example. The Six Sigma quality level is 3.44 modern languages, is a certifed project management errors per million opportunities, which calculates to a 99.99966% professional from the Project Management Institute yield. The Four Sigma quality level is 6,210 errors per million and is a Six Sigma Green Belt. opportunities, which calculates to a 99.38% yield. These methods

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are useful because they make quality very black and white — the translation either meets the Six Sigma quality level or it doesn’t. We can use a tool such as Six Sigma to verify and quantify once we have clearly defned an error in the translation process. Measured quality means objectively assessing the quality level of the translated product for its conformance to defned requirements and specifcations. As requirements vary from project to project, company to company, and even supplier to supplier, the assessment needs to be customized to meet each individual set of requirements. Without specifcations against which to measure quality, subjectivity can tend to derail translation projects, leaving them at the mercy of individuals’ preferences. This has a signifcant impact on an organiza- Scoring linguistic quality with METRiQ. tion’s bottom line. control steps can paralyze a project and tion of a process. Part of QA is the ongoing Five whys add questionable value. measurement of quality. The ultimate goal The “fve whys” of measured quality There is an important distinction is that no errors or non-conformances are is an iterative question-asking technique between quality control (QC) and quality found during QC, or inspection. Eventually used to explore the cause-and-effect rela- assurance (QA). QC is essentially inspection. QA reduces dependence on QC, driving tionships underlying a particular problem. QC simply validates tasks. By nature, QC is effciency and leaning out the process. The primary goal of the technique is to reactive, while QA is more proactive. QA is As far as the cost of good quality is determine the root cause of a defect or the active pursuit of quality, engrained in concerned, there are costs for prevention. problem. Along those lines, there are fve the overall process and in the mind-set of There are costs for inspection. There are main arguments for the use of measured an organization. QA likely includes a sub- costs for detection, costs for rework and quality: proactive process, saving cost, set of QC steps within the process, but QA there are human resource costs. Ask your reducing timelines, regulatory compliance expands to the actual design and execu- language service provider how much you and driving business. Let’s consider the proactive process. Quality assessment tends to be overly reactive. Most organizations determine Localization Partner for your success linguistic quality late in the localiza- in Central & Eastern Europe tion process through in-country review, depending on individuals that may or may not be qualifed to make the ultimate decision on the quality of translated content. That approach may seem suffcient to most organizations, even if it puts an undue amount of pressure on those validating linguistic quality. In any process there is a series of TRANSLATION checks and balances: execution, inspection and acceptance. It is tricky to fnd LOCALIZATION the right amount of checks and balances. DTP Some are necessary, but if there are too many checks and balances, there could MULTIMEDIA be diminished returns. Diminished returns occur when there is a “pass the buck” [email protected] mentality. One resource will depend on +420 384 361 300 the next in line to catch errors. Such a process of checks and balances typically does result in quality translations, but the successwww.traductera.com process is ineffcient. Excessive quality

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are paying for QC, but also consider the on the shelf for distribution? Think about intimate knowledge of the regulatory land- cost of poor quality. Poor quality can com- the time saved and how quickly you could scape fully understand the risks involved promise the reputation of the organization get localized products to market. Measured and the need for accurate and consistent from the customer’s perspective, which in quality is the gateway to such a lofty goal. translations. Organizations should align turn could result in lost revenue. In extreme In the translation industry, there is regulatory compliance requirements with cases like a recall, the cost could be huge. constant pressure to reduce cycle times the quality specifcations they provide to You should also consider your internal QA to get products to market faster. Analyze the language service provider. By compil- staff. Could those resources be working on how much of the time incurred during a ing all requirements into the specifcations other things if you knew incoming transla- translation project is on actual execution document, the language service provider tion quality was exceptional — if it could of work versus QC (inspection, detection can ensure compliance in tandem with be quantifed? and correction of errors). How much time other quality requirements. Deploying Measured quality can have a direct could be saved on a schedule if QC steps measured quality can help regulated com- impact on the bottom line. Put into the were reduced and quality levels were panies reduce risk and increase confdence context of Six Sigma, this impact can be known and quantifed along the way? that their multilingual content is compliant exponential. Using the previous example, Add up the time associated with current with global and regional regulations. a Four Sigma quality level means there QC steps and estimate how much sooner Lastly, there is driving business. Now are approximately 6,210 errors per million products could get to the market if those more than ever, maximizing revenue and transactions or opportunities. In the context tasks could be scaled down. This alone getting to market quickly are critical busi- of translation, let’s say that’s 6,210 out of one could justify the investment in the pursuit ness goals. It is commonplace to have to million words. A Six Sigma quality level, of measured quality. “do more with less.” Not only can measured however, would mean approximately three The need to meticulously meet global quality be used for quantifable, continuous and a half errors per million words. What is and regional regulatory requirements is improvement of translations, it truly can the cost of preventing, inspecting, detecting a major factor in the costs and extensive help drive business by helping to reduce and fxing 6,210 errors versus three and a timelines for many organizations, espe- costs and timelines. It can help organiza- half errors? Remember that seemingly min- cially medical device and pharmaceutical tions free up critical resources so they can ute difference between 99.38% quality and translations. Mistakes in translations that focus on other areas that directly impact 99.99% quality? When put into the context compromise regulatory compliance put the business. Unlike the typical QC-driven of translation, the impact to the bottom line an organization at high risk. Risks can process, measured quality provides organi- is not minute at all. range from minor non-conformances zations with a predictable, repeatable out- Saving time is another consideration. during audits, requiring resubmission of come with their localized content, allowing Wouldn’t it be great to receive a translation product labeling for approval, to major the business to focus on critical goals. from your service provider that didn’t need non-conformances resulting in product to go to in-country review or any other recalls and even affecting patient/user Linguistic quality internal verifcation, but just went straight safety. Language service providers with measurement systems A handful of linguistic quality measurement systems have emerged in the last ten to 15 years. The goal of these measurement systems is to quantify translation quality. CHANGE These systems have many commonali- ties: categories of error types are defned EL EN JA IT NL PT (mistranslations, omissions, additions and more) and severity of the errors is defned. The goal is to fnd a way to objectively measure the translation quality. Once an evaluation of a translation has been completed the errors are aggregated, resulting in a quality score. Here are a few quality measurement standards that are used to measure linguistic quality. An online localization community SAE J2450: Originally released in available at the click of a finger... 2001 by the Society of Automotive XTM Xchange is an online localization gateway which So whether you are buying, selling, collaborating or Engineers (SAE), J2450 is a statistical brings together skilled translators with those who delivering localization services – It’s all in hand with method used to classify translator errors need their translating skills. Choose your language, XTM Xchange. your sector, and your perfect translator... Find out more www.xtm-intl.com for automotive translations. It has since been expanded to other industries. It is intended as a consistent standard against Get your hands on 3 months free subscription which the quality of translation can be to XTM when you sign up to XTM Xchange objectively measured. The standard has seven error categories, including misspelling or omission,

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with two subcategories for severity software, online help and documentation translations. It is intended as a consis- (minor and major). A numerical weight is are included in the standard as well. tent standard against which the quality assigned to each of these error categories Canadian Language Quality Measure- of translation can be objectively mea- and subcategories. SAE does not dictate ment System: The Canadian government’s sured, both during and at completion of how the weighting should be done. Each Translation Bureau released the Canadian a translation project. The system has four company implementing J2450 must Language Quality Measurement System error categories, each with its own sub- determine acceptable versus unaccept- which it uses to assess translation qual- categories. There are three categories of able translations, based on the ultimate ity. Translation and language errors are severity (critical, major and minor). purpose of the translated content. It does captured, with distinctions made between Errors are counted for a 3,000 not include a way of measuring style major and minor errors. word sample of text and entered into errors, and so is not well suited for mar- When this system was initially the METRiQ online system. Numeri- keting materials, for instance. The focus released, errors from a 400-word pas- cal weightings are assigned to each of on nonstylistic error classifcation does, sage were tallied, leading to a quality these error categories and subcategories. however, make J2450 a viable system for rating (quality level A, or superior, had These weightings are modifed based on measuring the quality of technical content. zero major errors and no more than the point in the translation process at LISA QA model: This model was six minor errors). This has since been which the text is being evaluated (after developed and released by the now- modifed to zero tolerance of errors initial translation, after edit, prior to fnal defunct Localization Industry Standards for fnal delivery of translations (from delivery) and depending on what type of Association (LISA). The principles of the Translation Quality Assessment: An project it is. If a frst pass translation is quality standard are still widely used in Argumentation-Centred Approach by being evaluated, more minor errors are the industry. Error categories are jointly Malcolm Williams). accepted, as compared with an evaluation defned by the language service provider METRiQ: Originally released in being completed prior to fnal delivery. A and the customer. The categories also 2009 by ForeignExchange Translations, medical marketing brochure would have include subcategories of severity (minor, METRiQ is a statistical method used to higher weighting of stylistic errors than major and critical). Custom approaches for classify linguistic errors for medical a technical manual. These weightings are

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set by the linguistic quality team, and can specifcations and acceptance criteria. This You might also assess the quality be customized per customer. helps to minimize the subjectivity of qual- of source content and support materi- ity assessments. To defne quality, start by als. If there are quality issues in the Implementing measured quality answering what quality means to you and source language content, it increases Creating effective and effcient linguis- your end users. Identify consistent themes, the risk that those issues are perpetu- tic quality management systems that inte- integrate regulatory and legal require- ated in the translations. High-quality grate quality standards and automated QA ments, and formulate them into a single, source content facilitates the delivery tools may seem overwhelming. That alone consistent quality defnition. of high-quality translations. is why many organizations often fail to Companies should also partner with Assess the quality of linguistic assets implement such a process. How then can their LSP to ensure alignment between such as translation glossaries, locale- you approach creation of a quality mea- their defnition and procedures and the specifc style guides and translation surement system? By taking a systematic, LSP’s. Compare to be sure that the LSP is memories. It is common for linguistic methodical approach and using the tools benchmarking to the same standards that assets to degrade over time, especially we’ve covered, it is an attainable goal. you are. Ideally there should be no dis- before a measured quality system is Step one is to set your corporate agreement as to whether quality require- in place. Linguistic assets are liv- quality objectives. This should be done ments have been met. ing, breathing entities and should be at an enterprise level. The corporate Step three involves analyzing your assessed and maintained accordingly. quality mission should cascade down current quality levels. Rather than just Document which tools are being used to programs, departments, projects and assessing one recent project, it’s recom- now and what measurements are cur- employees. Everyone in the organization mended to take a more comprehensive rently performed. has a stake in quality assurance. Align- approach. Sample current or recently The end result should be your base- ing measured quality to the company’s delivered projects against the new qual- line quality metrics, which will be used overall quality objectives will help ensure ity defnition. Capture information about to measure improvements once the buy-in from stakeholders. The quality any non-conformances and issues with quality measurement system is in place. objectives should be customer focused, fnal project deliveries. Collect feedback Step four is creating or updating your measurable and aligned with the com- from in-country reviewers on current and linguistic support materials. If source pany vision. The linguistic strategy can historical quality, and how it has trended language and translation glossaries and then be defned to support these goals. over time. Some of this feedback might style guides are not already in place, Step two is to defne quality. As demon- be subjective; however, consistent sub- create them. They are key inputs to the strated earlier, there are varying defnitions jective feedback from many individuals content development and localization of quality. That is why it is so important could indicate a more systemic problem, life cycle. If these materials already for each organization to clearly articulate which should not be discounted. Even exist, use the results from the quality what quality means to them and formulate subjective information can be developed assessment to update and revalidate that defnition into project requirements, into objective measurements. them. Determine what improvements are needed to the source language content to drive effciency in the translation process. Determine what modifcations are needed to the specifcations, style guides, translation memory, translation glossaries and reference materials to make them more effective. Step fve is to deploy the measured quality system. This step is one that requires buy-in from all relevant team members to be successfully accomplished. Ensure everyone is aligned to the understanding of the current state, as determined in the analysis stage. The stakeholders should all be aligned to the overall quality objectives. Only then can the team form an effective strategy. Determine what measurement systems/standards will be used. Consider using an out-of-the-box standard, such as J2450, LISA QA or the others discussed previously. If none of the existing standards suit your specifc needs, create a custom measurement system and use it consistently. You should clearly defne:

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■■ Error types or categories Managing the results Ensure the quality system is fexible for ■■ Error severities and what consti- Once the measured quality system a changing environment. tutes a given severity is deployed, what do you do with the There are several misperceptions ■■ What weightings will be applied data? This again is for each organiza- about implementing measured quality. to different error categories — may vary tion to decide. Diligently perform root First, that it is too expensive. Second, based on the type of project or content cause analyses to truly understand the that it slows down the process and causes being translated underlying issues. Use approaches such delays. Third, that to increase quality, ■■ Resource requirements for those as the “fve whys” to ensure the actual you need to add process steps. What is performing evaluations root cause is uncovered, not just the actually needed is a paradigm shift that ■■ When in the process evaluations symptoms. Determine the actions that can change the way localization projects should take place need to be taken based on the results. are managed. Despite misperceptions, ■■ Quality thresholds and acceptance Are there issues with linguists? Are measured quality, as a tool, can be used criteria — may vary based on the type of there issues with source content, sup- to increase quality and drive effciency. project or content being translated port materials or linguistic assets? Is In fact, the cost-time-quality trinity can In addition, QA tools can be lever- the process not optimal? coexist through smart implementation of aged to automate the process. There are Set ongoing targets for quality met- a measured quality program. Measured many effective tools in the industry rics. Be realistic in your targets. Clearly quality allows for focused, surgical that can be deployed out-of-the-box a target of zero defects is the ultimate improvements rather than siege-style QC or customized to meet specifc require- goal, but it might be hard to measure processes. ments. Partner with language service improvements if the target is zero defects Defning and quantifying translation providers to understand how these and you consistently fall short. quality is the most effective answer to tools can help. Remember, however, Adjust the tools or measurement the quality challenges and ineffcien- that the tools are only as effective as system as necessary. Organizational cies common in the industry. It can help the underlying process and the people dynamics, project types, products and companies go from assuming quality is evaluating the work. deliverables may change over time. good to knowing quality is good. M

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44-49 Arnsparger#139CoreFocus.indd 49 9/17/13 12:43 PM Basic terminology

This section offers terminology, abbreviations, acronyms and other resources, especially as related to the content of this issue. For more

Basics definitions, see the Glossary section of MultiLingual’s annual Resource Directory and Index (www.multilingual.com/resourceDirectory).

creole language. A stable language that originates from a role of producers and consumers would begin to blur and mixture of various languages. The majority of creole languages merge, and people would become involved in the design are based on English, Portuguese, French, Spanish and other and manufacture of products so that they could be made languages — their superstrate language — with local or immi to individual specification. grant languages as substrate languages. quality assurance (QA). The activity of providing evi gross domestic product (GDP). One of the measures of dence needed to establish confidence among all concerned national income and output for a given country’s economy. that quality-related activities are being performed effec The most common approach to measuring and quantifying tively. All those planned or systematic actions necessary to GDP is the expenditure method: GDP = consumption + gross provide adequate confidence that a product or service will investment + government spending + (exports – imports). satisfy given requirements for quality. QA covers all activi ties from design, development, production and installation localization (l10n). In this context, the process of adap to servicing and documentation. ting a product or software to a specific international lan guage or culture so that it seems natural to that particular return on investment (ROI). In finance, the ratio of money region. True localization considers language, culture, cus gained or lost on an investment relative to the amount of toms and the characteristics of the target locale. money invested. The amount of money gained or lost may be referred to as interest, profit/loss, gain/loss or net income/loss. the long tail. The statistical property that a large share A machine transla of the population rests within the tail of a probability dis statistical machine translation (SMT). tion paradigm where translations are generated on the basis tribution. In localization, it refers to the large number of of statistical models whose parameters are derived from the languages or cultures that taken uniquely would only rep analysis of bilingual text corpora. SMT is the translation of resent small percentages of world population. text from one human language to another by a computer that machine translation (MT). A technology that translates learned how to translate from vast amounts of translated text. text from one human language to another, using terminol translation management system (TMS). Sometimes also ogy glossaries and advanced grammatical, syntactic and known as a globalization management system, a TMS auto semantic analysis techniques. mates localization workflow to reduce the time and money project management (PM). The systematic plan employed by manpower. It typically includes process man ning, organizing and controlling of allocated resources to agement technology to automate the flow of work and lin accomplish project cost, time and performance objectives. guistic technology to aid the translator. PM is normally reserved for focused, nonrepetitive, time- translation memory (TM). A special database that limited activities with some degree of risk. stores previously translated sentences which can then be prosumer. Futurist Alvin Toffler in his 1980 book The reused on a sentence-by-sentence basis. The database Third Wave coined the word when he predicted that the matches source to target language pairs.

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Buyer’s Guide AssociAtions 51 AutomAted trAnslAtion 51 conferences 51 AssociAtions conferences consulting services 51 desktop publishing 51, 52 enterprise solutions 51

locAlizAtion services 52 The 37th Internationalization ELIA & Unicode Conference nonprofit orgAnizAtions 54 Description ELIA, the European Language Industry Asso- Description The Internationalization & Unicode Confer- ciation, brings together translation, localization and inter- ence (IUC) is the premier technical conference focusing on terminology mgmt 54 preting companies that do business in Europe. The association multilingual global software and web internationalization. trAnslAtion mgmt systems 54 provides its members with tools and opportunities to Each IUC covers current topics related to web and software improve their businesses such as training and networking internationalization, globalization and Unicode. Interna- trAnslAtion services 55 events, resources for business development and joint mar- tionalization and Unicode experts, implementers, clients keting efforts. Above all, ELIA is a community of peers. It is and vendors are invited to attend. Meet and exchange ideas trAnslAtion tools 56 a place for language companies to learn, grow, socialize and with leading experts, find out about the needs of potential share. Join us. Discover ELIA. Share the enthusiasm. clients, or get information about new and existing Unicode- ELIA Cubic Business Centre, 533 Stanningley Road, enabled products. messaging; connect multilingual content practices to corpo- Leeds LS13 4EN, UK, +393458307084, The Unicode Consortium P.O. Box 391476, Mountain View, CA E-mail: [email protected], Web: www.elia-association.org rate goals; automate and scale with the right technology so- 94039-1476, 781-444-0404, Fax: 781-444-0320 lutions; reduce total cost of ownership for your multilingual E-mail: [email protected], Web: www.unicodeconference.org/ml-bg See ad on page 6 projects and programs; implement workflows that work and flow; and eliminate bottlenecks in SME review. Dig-IT Localization Consulting P2275 Research Boulevard, Suite 500, Rockville, MD 20850, 240-271-3512, E-mail: [email protected], Web: www.dig-it.us See ad on page 31 Globalization and Localization Association Description The Globalization and Localization Association Localization World desktop publishing is a fully representative, nonprofit, international industry Description Localization World conferences are dedicated association for the translation, internationalization, local- to the language and localization industries. Our constituents ization and globalization industry. The association gives are the people responsible for communicating across the members a common forum to discuss issues, create innova- boundaries of language and culture in the global marketplace. tive solutions, promote the industry and offer clients unique, International product and marketing managers participate collaborative value. in Localization World from all sectors and all geographies to Globalization and Localization Association 23 Main Street, meet language service and technology providers and to net- Global DTP Andover, MA 01810, 206-329-2596, Fax: 815-346-2361, work with their peers. Hands-on practitioners come to share Description Global DTP s.r.o., based in the Czech Republic, E-mail: [email protected], Web: www.gala-global.org their knowledge and experience and to learn from others. See offers professional multilingual desktop publishing and our website for details on upcoming and past conferences. media engineering solutions to the localization industry. For Localization World, Ltd. 319 North 1st Avenue, the past ten years, Global DTP has become one of the leading Sandpoint, ID 83864, 208-263-8178, Fax: 208-263-6310, DTP companies. We have been delivering high quality and E-mail: [email protected], cost-effective services for at least eight of the top 20 LSPs and Web: www.localizationworld.com See ad on page 4 many other companies/agencies. Given our extensive expe- TAUS rience in localization and knowledge of the prepress, media Description TAUS is an innovation think tank and platform and publishing industries, our team of 20 in-house profes- for industry-shared services, resources and research for the consulting services sionals handles more than 400 projects every year. Our core translation sector globally. We envision translation as a stan- services are multilingual desktop publishing and Flash, video dard feature, a ubiquitous service. Like the internet, electric- and HTML engineering. ity and water, translation is one of the basic needs of human Global DTP Videnska 125a, Brno 61900, Czech Republic, +420 603 574 709, E-mail: [email protected], civilization. Our mission is to increase the size and signifi- Web: www.global-dtp.com cance of the translation industry to help the world communicate better. We support entrepreneurs and principals LocalizationGuy, LLC in the translation industry to share and define new strategies Description LocalizationGuy, LLC, is a consultancy serving enterprise solutions through a comprehensive range of events, publications and buyers and providers of language services. We help compa- knowledge tools. nies that buy language services to identify and deploy optimal TAUS Keizersgracht 74, 1015CT Amsterdam, The Netherlands, localization solutions to fit their needs. We offer veteran ex- 31-299-672028, E-mail: [email protected], Web: www.taus.net pertise as our clients navigate the many personnel, process and technology decisions involved in running effective localiza- utomAted rAnslAtion tion operations, whether in-house or through external local- A t ization vendors. LocalizationGuy also helps language service Across Systems providers formulate business goals, develop and implement Multiple Platforms sound business strategies and launch strategic marketing Languages All Description Across Language Server is a efforts. LocalizationGuy is led by a 20-year localization market-leading software platform for all corporate language industry veteran and former chairman of the Globalization resources and translation processes. Within a very short and Localization Association. time, the use of Across can increase the translation quality KantanMT LocalizationGuy, LLC P.O. Box 117210, Dallas, TX 75011, and transparency, while reducing the workload and process Description KantanMT is a cloud-based statistical machine 612-986-3108, E-mail: [email protected], costs. The Across translation management software includes translation platform that offers members an intuitive, easy- Web: www.localizationguy.com a translation memory, a terminology system, a powerful PM to-navigate platform for managing machine translations. and workflow control tools. It allows end-to-end processing It is a subscription-based service targeted at small to mid- for a seamless collaboration of clients, LSPs and transla- sized language service providers that are keen to grow their tors. Open interfaces enable the direct integration of third- business. KantanMT allows members to build domain party solutions like CMS, ERP or others. Customers include specific engines for each of their clients and ensures that Allianz Versicherungs AG, HypoVereinsbank, SMA Solar all data is fully encrypted and hosted on a secure Amazon Technology, ThyssenKrupp and hundreds of other leading server. Members can use stock engines and training data Dig-IT Localization Consulting companies. provided by KantanMT in addition to their own bilingual Across Systems GmbH Im Stoeckmaedle 13-15, D-76307 Karlsbad, and monolingual data files to build their engines. Description You need to be global. We give you the tools Germany, 49-7248-925-425, E-mail: [email protected] KantanMT INVENT Building, DCU Campus, Glasnevin, and tips. Dig-IT is the go-to consulting firm for strategic Across Systems Inc. Glendale, CA 91203, 877-922-7677, Dublin 9 Ireland, +353-1-7007874, and tactical guidance for localization: develop processes for E-mail: [email protected], Web: www.across.net E-mail: [email protected], Web: http://kantanmt.com better content quality, international branding and global See ad on page 47

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us to stand out in the crowd, so your business also can while beyond our customers’ expectations at a low cost and with achieving its global goals. high quality, speed, dependability and flexibility. 7Brands Global Content 262 W. 38th Street, Suite 1705, Alliance Localization China Suite 526, Building B, No.10, New York, NY 10018, 212-300-5990, 800-725-6498, Xing Huo Road, Fengtai Science Park, Beijing 100070, P.R. China, E-mail: [email protected], Web: www.7brands.com 86-10-8368-2169, Fax: 86-10-8368-2884, E-mail: STAR Group See ad on page 20 [email protected], Web: www.allocalization.com Multiple Platforms Languages All Description STAR Group was founded in Switzerland 27 years ago with the exclusive focus of facilitat- ing cross-cultural technical communications in all languages. The company has grown to be the largest privately held multilingual information technology and services company ADAPT Localization Services Bahasa Bagoes Translation Services in the world with 42 offices in 32 countries. Its advanced Languages More than 50 Description ADAPT Localization Languages English, German and Japanese into Indonesian technology developments have propelled STAR to its current Services offers the full range of services that enables clients Description Established in 1999 and based in Indonesia, market position. Core services: information management, to be successful in international markets, from documen- Bahasa Bagoes manages all projects exclusively in-house with translation, localization, publishing, on-demand print- tation design through translation, linguistic and technical a dedicated team of experienced linguists and applies strict ing and consulting. Core technologies: Transit (translation localization services, prepress and publication management. QA procedures. Experts in life sciences, IT, telecommunica- memory), TermStar/WebTerm (terminology management), Serving both Fortune 500 and small companies, ADAPT tion, legal, HRD, games, automotive, tourism and hospital- GRIPS (product information management), MindReader has gained a reputation for quality, reliability, technological ity, e-learning, marketing, machinery, consumer products (context-sensitive authoring assistance), STAR CLM (corpo- competence and a commitment to customer service. Fields and many more. rate language management), STAR CPM (corporate process of specialization include diagnostic and medical devices, IT/ Bahasa Bagoes Translation Services Jalan Jamir Indah No. 43 management), i-KNOW (competence management) and telecom and web content. With offices in Bonn, Germany; RT04/RW06, Pondok Cina, Depok, Indonesia, +6221 78883228, SPIDER (Interactive Electronic Technical Manual). Stockholm, Sweden; and Barcelona, Spain, and a number of E-mail: [email protected], Web: www.bahasabagoes.com STAR Group Wiesholz 35, 8262 Ramsen, Switzerland, certified partner companies, ADAPT is well suited to help cli- 41-52-742-9200, 216-691-7827, ents achieve their goals in any market. E-mail: [email protected], Web: www.star-group.net ADAPT Localization Services Clemens-August-Strasse 16-18, See ad on page 10 53115 Bonn, Germany, 49-228-98-22-60, Fax: 49-228-98-22-615, E-mail: [email protected], Web: www.adapt-localization.com See ad on page 5 locAlizAtion services Binari Sonori Description Binari Sonori has been a leading provider of international media localization services since 1994, with a unique team of project managers, studios, engineers and selected linguists spread over 30 countries worldwide. Solid procedures Alliance Localization China (ALC) and transparent relationships with clients guarantee high Languages Major Asian and European languages Description quality of text, audio and video, timeliness and flexibility. We 7Brands Global Content ALC offers document, website and software translation and are accustomed to working for global companies that need to Multiple Platforms localization, desktop publishing and interpreter services. We reach a broad range of markets with their media and enter- Languages All Description 7Brands Global Content offers focus on English, German and other European languages tainment products. Specialized support available for any media solutions that are tailored to your business while providing to and from Chinese, Japanese, Korean and other Asian localization activity, from effective audio localization to inter- results that are on time, on point and on budget. With offices languages. We use TRADOS, CATALYST, SDLX, Transit, national content creation. Highly professionalized one-stop around the world, our experienced management team en- Wordfast, memoQ and other CAT tools, as well as DTP tools shop supporting today’s media localization projects. sures that your business becomes our business and all of our including CorelDRAW, FrameMaker, FreeHand, Illustrator, Binari Sonori S.r.l. Viale Fulvio Testi, 11, 20092 Cinisello Balsamo, Milano, Italy, 39-02-61866-310, Fax: 39-02-61866-313, solutions are handled as part of your team. 7Brands’ services InDesign, PageMaker, Photoshop and QuarkXPress. Our E-mail: [email protected], Web: www.binarisonori.com include translation, desktop publishing, localization, SEO customer-oriented approach is supported by strong project See ad on page 48 and web development. Our expertise in this industry allows management, a team of specialists, a large knowledge base and advanced methodologies. We always provide service desktop publishing

E-C Translation Ltd. is Now EC Innovations, Inc. Languages All Description E-C Translation Ltd., the technology-driven language service company with a mission to provide high quality localization solutions, is pleased to announce the rebranding of its business to EC Innovations, Inc. Since 1997, EC Innovations, an ISO 9001:2008 certified organization, has grown to nearly 350 full-time employees, providing multilingual and interdisciplinary services worldwide. The new name and image are a reflection of our com- pleteness as a full-fledged localization solutions provider. Hereafter, EC Innovations will continue to focus on providing our customers with the highest quality of language and technology solutions while maintaining our reputation for being a customer-centric organization. EC Innovations, Inc. 501 Silverside Road, Suite 105, Wilmington, DE 19809, 312-863-1966, Fax: 312-361-3802, E-mail: [email protected], Web: www.ecinnovations.com

High Quality Asian Localization, Voiceover and Multimedia Languages Translation: All commercial languages, specializing in Asian pairs. Voiceover/multimedia: All languages Description EQHO Communications — one of South-

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east Asia’s largest independent localization firms, has over cal, e-learning and marketing translation. Our processes are testing services and customized strategy-to-deployment 70 in-house staff. Building on a well-educated and in- backed by the ISO 9001:2008 quality certification and our localization solutions. For over ten years, it has helped expensive labor base in Thailand, EQHO has created an clients include Microsoft, IBM, Siemens and Volkswagen. We technology companies and medical device manufacturers internationally recognized localization firm specializing have nine offices in Asia, Europe and the US to facilitate com- prepare their products and services for global markets. in the rarer Southeast Asian languages, as well as Chinese, munication globally. For software applications (GUI, online help and docu- Japanese and Korean. EQHO operates from a 1,000-square- Janus Worldwide Inc. Derbenevskaya nab., 11B, Offce B208, mentation), marketing materials, websites and more, meter office in central Bangkok. With in-house linguists, Moscow 115114, Russia, +7-495-913-66-53, US 855-526-8799, Net-Translators’ customer-focused, professional teams DTP operators, localization and multimedia engineers, and Fax: +7-495-913-66-53, E-mail: [email protected], deliver consistent, accurate results in compliance to inter- Web: www.janusww.com See ad on page 8 on-site recording studios, we offer an unrivaled level of ser- national regulations. Their one-of-a-kind Multilingual vice and rapid turnaround. EQHO also has facilities in Vien- Testing Center is specially equipped and staffed to offer tiane, Lao PDR and Brno, Czech Republic. In 2012, EQHO the ultimate testing environment for localized prod- was ranked as a Top 20 Asia-based LSP by CSA. ucts. ISO 9001:2008 and ISO 13485:2003 certifications EQHO Communications 152 North Sathorn Road, Bangkok, and a long-standing reputation for quality have earned Thailand, 10500, +66 (0)2 637 8060, Fax: +66 (0)2 637 8422, Net-Translators the trust of industry leaders worldwide. E-mail: [email protected], Web: www.eqho.com See ad on page 16 Moravia Net-Translators Languages All Description Moravia is a leading globalization USA Cupertino, CA, 800-320-1020, solution provider, enabling companies in the information E-mail: [email protected] USA Marlborough, MA, 617-275-8128, technology, e-learning, life sciences, consumer electronics E-mail: [email protected] and telecommunications industries to enter global markets Europe London, England, +44-20-3393-8385, with high quality multilingual products. Moravia’s solutions E-mail: [email protected] include localization, product testing, multilingual publishing, Middle East Or Yehuda, Israel +972-3-5338633, EuroGreek Translations Limited technical translation, content creation, machine translation E-mail: [email protected] Language Greek Description Established in 1986, EuroGreek and workflow consulting. Adobe®, IBM, Microsoft, Oracle South America Posadas - Misiones, Argentina, +54-376-487029, Translations Limited is Europe’s number one Greek localizer, and Toshiba are among some of the leading companies that E-mail: [email protected], specializing in technical and medical translations from English depend on Moravia for accurate, on-time and economi- Web: www.net-translators.com See ads on pages 40, 59 into Greek and Greek into English. EuroGreek’s aim is to pro- cal localization. With global headquarters in Brno, Czech vide high quality, turnkey solutions, encompassing a whole Republic, Moravia has local offices in Europe, the United range of client needs, from plain translation to desktop/web States, Japan, China and Latin America. To learn more, please publishing to localization development and testing. Over the visit us at www.moravia.com. years, EuroGreek’s services have been extended to cover most Moravia subject areas, including German and French into Greek local- USA 810 Lawrence Drive, Suite 210, Newbury Park, CA 91320, ization services. All of EuroGreek’s work is produced in-house 805-262-0055, Fax: 805-375-8292, Greek Localization Experts Since 1983 by a team of 25 highly qualified specialists and is fully guaran- E-mail: [email protected], Web: www.moravia.com Language Greek Description Founded in 1983, this year teed for quality and on-time delivery. Europe 420-545-552-222, E-mail: [email protected] ORCO celebrates its 30th anniversary! A leading transla- Ireland 353-1-709-9822, E-mail: [email protected] tion and localization provider, the company specializes in EuroGreek Translations Limited Asia 86-25-8689-6500, E-mail: [email protected] London 27 Lascotts Road, London, N22 8JG United Kingdom Japan 81-3-3354-3320, E-mail: [email protected] software localization and technical translation (IT, telecom- Athens EuroGreek House, 93 Karagiorga Street, Argentina 54-341-481-2992, E-mail: [email protected] munications, medical, automotive, engineering, marketing, Athens, 166 75 Greece, 30-210-9605-244, Fax: 30-210-9647-077, See ad on page 60 financial, EU). ORCO deals primarily with Greek projects, E-mail: [email protected], Web: www.eurogreek.com although translation from other languages can be taken See ad on page 41 aboard. With its experienced in-house personnel, ORCO offers high quality services including localization, testing, Your Vision. Worldwide. engineering, DTP and more. Our client list includes long- term collaborations with companies such as Abbott, Canon, Cummins, Ford, General Electric, Google, IBM, Microsoft, Full-service Translation, Localization Oracle, Sony and important international institutions such iDISC Information Technologies as the EU (CdT, DGT, European Parliament) and UNHCR. and Multilingual Testing ORCO S.A. 6, Vas. Sofas Avenue, 106 74 Athens, Greece, Languages Spanish (all variants), Portuguese (all variants), Languages Over 60 Description Net-Translators pro- +30-210-723-6001, Fax: +30-210-7249124, Catalan, Basque, Galician, Valencian, K’iche’, Quechua, vides turnkey translation, localization and multilingual E-mail: [email protected], Web: www.orco.gr Aymara, Guarani Description iDISC, established in 1987, is an ISO-9001 and EN-15038 certified language and software company based in Barcelona with branches and teams in Argentina, Mexico, Brazil, Bolivia and Guatemala specializing in web content, software localization, technical documentation, business, automotive and marketing. We utilize standard and custom developed tools to reduce management costs and increase quality, consistency and on-time deliveries. Our content management systems software development team is capable of designing, implementing and streamlining WHY ? the dissemination of localized information. Flexibility and Gateway to Asia – TOTAL SOLUTIONS FOR YOUR BUSINESS continuous support for our clients lead to the best project results and honest, long-term partnerships. Languages: Major Asian languages, including Korean, Japanese, S-Chinese, T-Chinese, iDISC Information Technologies Passeig del Progrés 96, 08640 Olesa de Montserrat, Barcelona, Spain, 34-93-778-73-00, Thai, Malay, Indonesian and Vietnamese Fax: 34-93-778-35-80, E-mail: [email protected], Web: www.idisc.es Established in 1995, E4NET is a leading provider of high-quality localization and globalization services. We also provide the full scope of linguistic testing services in Windows, Macintosh, Linux and Unix, DTP services, and audio recording/video script translation. Our accumulated experience and know-how have allowed us to successfully accom-

New markets for your products and solutions plish many major projects for clients such as Microsoft, IBM, Oracle, Hewlett-Packard, LG Electronics, SAP, Digi-key, Panasonic and more. We specialize in the felds of IT such Janus Worldwide Inc. Languages 80 and growing Description Janus is a leading as ERP/CRM/DBMS, consumer software, hardware/equipment, OS, server application, provider of language solutions to the world’s most global management and storage. In addition, our service expands to other industries such as companies. Our flexible, scalable and proven approach medical/healthcare, travel, fashion, game, automation and automotive. enables our team to deliver services with top-quality results both on time and on budget. Industries we serve include IT, telecom, life sciences, energy, financial and automotive. Some [email protected] • www.e4net.net of the services we offer are: functional and linguistic testing; Tel: 822-3465-8500 • Fax: 822-3465-8502 software, website and multimedia localization; and techni-

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brand integrity services during the design, development and marketing cycles of clients’ products. terminology mAnAgement VistaTEC Europe VistaTEC House, 700 South Circular Road, Kilmainham, Dublin 8, Ireland, 353-1-416-8000, Fax: 353-1-416-8099 Localization and Globalization Partner USA East 2706 Loma Street, Silver Spring, MD 20902, 301-649-3012, Fax: 301-649-3032 Languages Korean, Traditional and Simplified Chinese, USA West 1800 West El Camino Real, Suite 108, Japanese and other Asian languages, European languages Mountain View, CA 94040, 408-898-2357 Fax: 408-898-2362, Kaleidoscope Description. Saltlux was founded in 1979 as the first Korean E-mail: [email protected], Web: www.vistatec.com Languages German, English Description quickTerm man- technical translation company. Our services encompass See ad on page 26 ages the entire terminology life cycle. If you would like to translation, localization, DTP, MT post-editing, planning and see your SDL MultiTerm terminology used enterprise-wide, writing of technical manuals. We have extensive experience Kaleidoscope has the ideal add-on: quickTerm. With quick- in medical and pharmaceutical products and equipment, IT, Term, individuals do not need to be terminology-savvy power software, electrical, automotive and technical industry, and users or have their own MultiTerm license to quickly and easily so on. With 32 years of accumulated know-how, Saltlux will access terminology. Users can simply search for terminology be your ideal global communication partner. To learn more, from within any application or via a web browser. This alone please visit www.saltlux.com. Xlated Ltd. Languages French, Italian, German, Spanish, Portuguese, significantly raises the level of terminology adherence. Addi- Saltlux, Inc. 5~7F, Deokil Building, 967 Daechi-dong, tionally, quickTerm enables enterprise-wide participation in Russian Description Xlated is a young and dynamic local- Gangnam-gu, Seoul 135-848, South Korea, terminology discovery, approval and revision processes, which 822-379-8444, Fax: 822-379-5996, ization service provider, founded and managed by transla- further ties in colleagues in the terminology process. E-mail: [email protected], Web: www.saltlux.com tors with 16+ years of specialization in software localization. Kaleidoscope GmbH Stojanstr. 26a, 2344 Maria Enzersdorf, Austria, Thanks to a proven knowledge of internationalization and 0043223643498-0, E-mail: [email protected], localization processes, a team of highly skilled and motivated Web: www.kaleidoscope.at See ad on page 32 professionals, and an intelligent use of the most recent translation technologies, we offer a wide range of multilingual services for small to large and complex software localization trAnslAtion projects. Services include terminology management, transla- TOIN Corporation tion of GUI and user documentation, linguistic and func- mAnAgement systems Languages Japanese, Traditional and Simplified Chinese, tional quality assurance, engineering, multiplatform DTP Korean, Malay, Thai, Vietnamese and European languages and consulting. Description TOIN has achieved a 50-year track record of excel- Xlated Ltd. lence by, as our clients say, being consistently “present” to meet Riverbank, Kells Business Park, Kells, County Meath, Ireland, their needs. TOIN offers a spectrum of translation, localization +353-(0)46-925-0005, E-mail: [email protected], and consulting solutions to Global 1000 companies across a Web: www.xlated.com See ad on page 37 range of industries including automotive, IT, telecommuni- Plunet BusinessManager cations, life sciences, e-learning, software, gaming, semicon- Multiple Platforms ductors and consumer products. TOIN provides exceptional nonprofit orgAniz Ations Description Plunet develops and markets the business and strength in Asia as well as a global reach, with offices in Japan, workflow management software Plunet BusinessManager China, Korea, the United States and the United Kingdom. — one of the world’s leading management solutions for the TOIN Corporation translation and localization industry. Plunet BusinessManager Japan Shiba 1-chome Building, 1-12-7 Shiba, Minato-ku, Tokyo provides a high degree of automation and flexibility for 105-0014 Japan, 81-3-3455-8764, Fax: 81-3-3455-6514, professional language service providers and translation E-mail: [email protected], Web: www.to-in.co.jp departments. Using a web-based platform, Plunet integrates North America Dallas, TX, 1-612-986-3108, translation software, financial accounting and quality man- E-mail: [email protected], Web: www.to-in.com The Rosetta Foundation Europe London, United Kingdom, 44-20-8644-8685, agement systems. Various functions and extensions of Plunet Languages All Description Access to information is a fun- BusinessManager can be adapted to individual needs within a E-mail: [email protected], Web: www.to-in.com damental right. We want to relieve poverty, support health China Shanghai, P.R. China, 86-21-3222-0012, configurable system. Basic functions include quote, order and E-mail: [email protected], Web: www.to-in.com care, develop education and promote justice through access invoice management, comprehensive financial reports, flex- to information and knowledge across the languages of the ible job and workflow management as well as deadline, docu- world. The Rosetta Foundation supports the not-for-profit ment and customer relationship management. activities of the localization and translation communities. It Plunet GmbH Skalitzer Strasse 104, D-10997 Berlin, Germany, works internationally with those who want to provide equal +49-(0)30-322-971-340, Fax: +49-(0)30-322-971-359, access to information across languages, independent of eco- E-mail: [email protected], Web: www.plunet.com nomic or market considerations, including localization and See ad on page 43 Ushuaia Solutions translation companies, technology developers, not-for-profit Languages Spanish (all varieties), Portuguese (Brazil) Descrip- and non-governmental organizations. tion Ushuaia Solutions is a fast-growing Latin American com- The Rosetta Foundation Unit 13 Classon House, pany providing solutions for translation, localization and Dundrum Business Park, Dublin 14, Ireland, +353-87-6736414, globalization needs. Ushuaia Solutions is focused on being E-mail: [email protected], Web: www.therosettafoundation.org Smartling, Inc. creative and proactive to meet tight time frames with a high Languages Over 100 languages Description Smartling pro- level of quality and a cost-effective budget. Customizing its vides an innovative, cloud-based translation management processes, Ushuaia assures project consistency and technical platform that lets companies build a consistent, up-to-date, and linguistic accuracy, thus reducing clients’ time-to-market. global presence across any number of websites, web and Ushuaia combines state-of-the-art technology with top-notch mobile applications and languages. By streamlining the entire experienced native translators, editors and software engineers. translation management process, Smartling ensures confi- Our mission is to work together with our clients, thereby creat- dence with high quality translations every time and reduces ing a flexible, reliable and open relationship for success. time-to-value on globalization and localization efforts. Ushuaia Solutions Rioja 919, S2000AYK Rosario, Argentina, Translators without Borders Smartling, Inc. 475 Park Avenue South, Floor 23, 54-341-4493064, Fax: 54-341-4492542, New York, NY 10016, 1-866-707-6278, E-mail: info@ushuaia solutions.com, Web: www.ushuaiasolutions.com Languages English, French, Spanish, German, Italian, E-mail: [email protected], Web: www.smartling.com See ad on page 22 Portuguese, Dutch, Russian, Arabic, Chinese, Swedish See ad on page 18 Description Translators without Borders is an independent registered nonprofit association based in France that assists non-governmental organizations (NGOs) by providing free, professional translations. Founded by Lexcelera in 1993, Translators without Borders has provided over two million VistaTEC dollars worth of free translations. Thanks to the funds saved, NGOs are able to extend their humanitarian work. Wordbee Translator Languages All Description VistaTEC is a leading provider Web-based Translators without Borders Passage du Cheval Blanc, of globalization services and specializes in the localization 2 rue de la Roquette, 75011 Paris, France, Languages All Description Wordbee is the leading choice for and testing of enterprise, mobile and desktop applications. 33-1-55-28-88-09, Fax: 33-1-55-28-88-09, enterprises and translation professionals who need to save VistaTEC provides translation, technical consulting, engi- E-mail: [email protected], money and make their company run more efficiently. Wordbee neering and testing, language review, transcreation and Web: www.translatorswithoutborders.com has the most complete feature set of any cloud solution: a

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CAT editor including linguistic resource management, QA, state-of-the-art technologies and measurable translation spellchecking and machine translation combined with pro- quality in proven compliance with ISO 9001 and EN 15038 ject management capabilities such as automated workflows, standards to ensure your projects are delivered by your dead- crowdsourcing, business analytics and API connectivity with line and to your quality expectations. third party applications. Project setup effort is significantly InText Translation Company PO Box 1041, 49006 Dnipropetrovsk, reduced. Project manager tasks such as translation assignment, Diskusija – Translation and Localization Ukraine, +380 505 66 70 42 , Fax: +380 562 36 64 08, deadline calculation, project phase kick-offs, mid-cycle source Languages Central and Eastern European languages E-mail: [email protected], Web: www.intext.ru document changes, delivery, cost management and invoicing Description Founded in 1993, Diskusija specializes in can be automated in the collaborative translation platform. technical translation and localization services from West- Wordbee 9 avenue des Hauts-Fourneaux, L-4362 Esch-sur-Alzette, ern European languages into all Central and Eastern Eu- Luxembourg, +352 54 55 80 875, +1 503 287 0023, E-mail: info@ ropean languages with a strong focus on Baltic languages wordbee.com, Web: www.wordbee.com See ad on page 37 (Lithuanian, Latvian, Estonian). Our experienced team is able to handle projects of any complexity. We guarantee a professional and personal approach to our clients’ needs, Lexika Translation Services the use of state-of-the-art industrial technology, quality Languages Czech, Slovak and Eastern European Description management at all stages of a project, on-time delivery, Lexika has been providing translation services since 1993. competitive rates and flexibility. We have extensive expertise Our clients come from various business areas; however, for XTM: Better Translation Technology in the following industries: IT, software, hardware, telecom- the past several years we have been focused on the translation Multiple Platforms munications, medical equipment, medicine, pharmacology, of legal and financial as well as technical documentation. Our Languages All Unicode languages Description XTM is a accounting, finance, automotive industry, electronics, legis- major working languages are Czech and Slovak along with fully featured online CAT tool and translation management lation and EU documents. other CEE languages. Lexika is ISO 9001:2009 certified and system available as a pay-as-you-go SaaS or for installation Diskusija Mindaugo g. 23A-73, Offce 8, LT-03231 Vilnius, Lithuania, utilizes SDL Trados and memoQ server. on your server. Built for collaboration and ease of use, XTM 370-5-2790574, Fax: 370-5-2790576, LEXIKA s.r.o. Záhradnícka 36, 821 08 Bratislava, Slovakia, provides a complete, secure and scalable translation solution. E-mail: [email protected], Web: www.diskusija.lt 421-2-5010-6700, Fax: 421-2-5292-5965, Implementation of XTM Cloud is quick and easy, with no E-mail: [email protected], Web: www.lexikasro.com installation, hardware costs or maintenance required. Rap- See ad on page 36 idly create new projects from all common file types using the templates provided and allocate your resources to the automated workflow. XTM enables you to share linguistic assets in real time between translators. Discover XTM today. Sign up for a free 30-day trial at www.xtm-intl.com/trial. XTM International PO Box 2167, Gerrards Cross, Bucks, SL9 8XF Follow-Up Translation Services LinguaLinx Language Solutions, Inc. United Kingdom, +44-1753-480-469, Fax: +44-1753-480-465, Languages English, Brazilian Portuguese Description Languages All Description LinguaLinx is a leading pro- E-mail: [email protected], Web: www.xtm-intl.com For 24 years, Follow-Up has been one of the best single- vider of global content and language intelligence to See ad on page 46 language translation companies in Brazil. We’re equipped organizations around the world. The content experts with a large network of professional translators and local- at LinguaLinx help manage and localize messaging to izers, effectively trained project managers and state-of-the- enhance efficiency and provide consistency across all art technology resources. We’re capable of working locally forms of communication. With offices around the world, and on the cloud. Our areas of expertise include IT, finance, LinguaLinx provides organizations with localization pharmaceutics, medicine and marketing. Follow-Up’s main solutions that fit their needs including: translation and XTRF Translation Management Systems partner and founder, Luciana Lavôr, is a certified localiza- interpretation, marketing communications and website Multiple Platforms tion professional by California State University. Another localization, translation memory deployment, multilin- Description XTRF is a global management system for trans- partner at the company, Ana Beatriz Fernandes, is an offi- lation agencies. With built-in cutting-edge Java technology, gual SEO, translation readiness assessment and global cial public sworn translator and runs our legal translations content management. Unify your global organization XTRF is a flexible, customizable and web-based software, department. enabling web access for a company’s suppliers and custom- with a customized content intelligence strategy and ensure Follow-Up Rua Visconde de Pirajá, 351, Sala 815, Rio de Janeiro, that your messages resonate across borders with language ers. It’s designed to help translation companies to streamline RJ 22410-003 Brazil, 55-21-3553-7223, Fax: 55-21-3553-7223, all of their daily activities, and it guarantees smooth manage- E-mail: [email protected], Web: www.follow-up.com.br intelligence. To learn more, visit lingualinx.com. ment of the company while reducing administrative costs. LinguaLinx Language Solutions, Inc. The LinguaLinx Building, Project management, invoicing, quotations, ISO 9001 reports 122 Remsen Street, Cohoes, NY 12047, 518-388-9000, Fax: 518-388-0066, and CRM are the main fields covered by the system. Designed E-mail: [email protected], Web: www.lingualinx.com by translation and localization professionals and created by the best IT team, this powerful tool will reduce the time spent on repetitive tasks and increase a company’s effectiveness. Technical Translation in Brazil XTRF ul. Kamie´nskiego 51, 30-644 Kraków, Poland, Languages English, Brazilian Portuguese Description 48-12-255-14-80, Fax: 48-12-255-14-77, Established in 1989 and based in Sao Paulo, Brazil, Intercom E-mail: [email protected], Web: www.xtrf.eu See ad on page 39 Technical Translations is your technical translation partner for English to Brazilian Portuguese translations. Physicians rAnslAtion ervices translate medical texts and engineers translate engineering t s – simple and effective. We use Trados 2011. Medical Translations Only 45, including all EU languages Intercom Technical Translations Languages Description Av. Morumbi, 8411 cjs 12-14, 04703-004 Sao Paulo, Brazil, Medilingua is one of the few medical translation specialists +55-11-9-8585-0007, +1-786-375-8070, in Europe. We only do medical. We provide all European E-mail: [email protected], Web: www.intercomtr.com.br languages and the major languages of Asia and Africa, as See ad on page 27 well as translation-related services to manufacturers of BENEXtra Korea devices, instruments, in vitro diagnostics and software; Languages Chinese, Japanese, Korean Description BENEXtra pharmaceutical and biotechnology companies; medical Korea, one of the top quality localization/translation vendors publishers; national and international medical organiza- in Asia, enjoys an excellent reputation and wide recogni- tions; and other customers in the medical sector. Projects tion among world-class players such as Dell, IBM, Micro- include the translation of documentation for medical soft, CA, Google, Autodesk, Cisco and the California state InText Translation Company devices, surgical instruments, hospital equipment and government. With our hands-on, practical experience in IT Languages From major European languages into Russian medical software; medical information for patients, medi- marketing collateral translation, software localization, Asian and Ukrainian Description InText is one of the leading SLVs cal students and physicians; scientific articles; press releases; language localization, and our accumulated expertise in au- in Ukraine with ten years of experience and long-term part- product launches; clinical trial documentation; medical dio translation, we are ready to work together with you, help- nerships with the world’s top 100 MLVs. We offer a full range news; and articles from medical journals. ing you sustain growth and create and capture new value. of services including translation, software localization, DTP MediLingua Medical Translations BV BENEXtra Korea Second Floor, Gukdong Building 1163-7, and voiceover. You can rely on us to help your clients reach Poortgebouw - Rijnsburgerweg 10, 2333 AA Leiden, The Netherlands, +31-71-5680862, Fax: +31-71-5234660, Gaepo-Dong, Gangnam-Gu, Seoul 135-960, Korea, the Russian and CIS markets in industries such as automo- 82-2-572-4987, Fax: 82-2-3462-4987, E-mail: [email protected], E-mail: [email protected], Web: www.benextra.com tive, IT, telecommunications, life sciences, computer software Web: www.medilingua.com See ad on page 30 and consumer goods. Our workflow combines tailored TMS, See ad on page 41

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tion, terminology management and linguistic evaluation services in the Eastern European and CIS languages. Due to high quality performance and a thoughtful approach, Synergium has been recognized as the Baltic language Omnia S.r.l. expert by world-renowned companies such as Google, Languages 150 language combinations including rare and Translation and Localization Into Polish Microsoft, Philips Healthcare, GlaxoSmithKline and more. obscure languages Description Omnia has been helping Language Polish Description Ryszard Jarz˙a Translations is Our Lithuanian, Latvian and Estonian in-house teams of companies successfully deploy their message in the global an established provider of Polish translation, localization, expert project managers, translators, editors and software marketplace for 25 years. Let Omnia partner with you to marketing copy adaptation and DTP services. We focus engineers have vast experience in handling translation pro- meet your international communication objectives through primarily on life sciences, IT, automotive, refrigeration and jects under tight deadlines from major technical industries, a range of bespoke services, including technical documen- other technology sectors. Our in-house team is comprised such as automotive, electronics, IT, life sciences, machinery, tation translation; marketing collateral transcreation; web- of experienced linguists with medical, engineering and telecommunications and tourism. site and software localization; multilingual desktop design IT backgrounds. We guarantee a high standard of quality Synergium Verkiu˛ Str. 25c, 7th Floor, LT 08223, Vilnius Lithuania, and publishing; content authoring and controlled English; while maintaining flexibility, unparalleled responsiveness +370-5-275-29-57, E-mail: [email protected], and content and term management. and reliability. Our services are certified to EN 15038:2006. Web: www.synergium.eu Omnia Group via Mazzini, 160/B, Sassuolo, 41049 Italy, Ryszard Jarz˙a Translations ul. Barlickiego 23/22, 50-324 Wrocław, +39 0536 881375, Fax: +39 0536 882413, Poland, 48-601-228332, E-mail: [email protected], E-mail: [email protected], Web: www.omnia-group.com Web: www.jarza.com.pl See ad on page 41 See ad on page 41

TripleInk Multilingual Communications Languages All major commercial languages Description As a multilingual communications agency, TripleInk has provided industrial and consumer products companies with PTSGI Skrivanek s.r.o. precise translation and multilingual production services for Languages English, Traditional and Simplified Chinese, Languages All, with a focus on Central and Eastern Europe audio-visual, online and print media since 1991. Our expe- Japanese, Korean, Thai, Malay, Indonesian, Tagalog, Viet- Description Skrivanek is a world leader in providing a rience in adapting technical documentation and marketing namese, Arabic, Farsi, Russian, German, French, Italian, wide range of language services, specifically translations communication materials covers a wide range of indus- Spanish, Dutch, Czech, Polish, Hungarian, Turkish, Greek, spanning a multitude of languages and the effective local- tries, including biomedical and health care; building and Norwegian, Danish, Hebrew, Irish, Finnish, Swedish, Lux- ization of products on international markets. Established construction; financial services; food and agriculture; high- embourgish, Romanian, Urdu, Ukrainian, Nepali, Latin, in 1994, Skrivanek has managed to dominate the European tech and manufacturing; and hospitality and leisure, as well Latvian, Slovak, Slovenian, Bengali, Hindi, Pashto, Tamil, translation market, creating a network of 53 branches cov- as government and nonprofit organizations. Using a total Punjabi, Singhalese, Marathi, Hmong, Khmer, Lao, Burmese, ering 14 countries. Its well-stocked staff of professional quality management process and state-of-the-art software Mongolian, Somali Afrikaans, Armenian Description For translators, experienced project managers and dedicated soft- and equipment, our team of foreign language professionals over 45 years, PTSGI remains the largest language ser- ware engineers and DTP specialists has enabled Skrivanek to delivers the highest quality translations in a cost-effective and vice provider in Taiwan providing multilingual transla- provide outstanding quality translation and localization ser- time-efficient manner. tion, website and software localization, interpretation, vices in any conceivable language and volume, creating an TripleInk 60 South 6th Street, Suite 2800, Minneapolis, MN 55402, desktop publishing, technical writing, game software enviable clientele representing major leading corporations in 612-342-9800, 800-632-1388, Fax: 612-342-9745, and online translation into more than 100 languages. various industries. Skrivanek’s quality of service is backed by E-mail: [email protected], Web: www.tripleink.com Our expert teams are skilled in a wide range of software EN ISO 9001:2001 certification. that includes Trados, SDLX, Transit, CATALYST, RC- Skrivanek s.r.o. International Project Management Centre, WinTrans, Idiom, Across, Multilizer, Passolo, RoboHelp, Na Dolinách 22,147 00 Prague, Czech Republic, FrameMaker, QuarkXPress, PageMaker, InDesign, Photo- 420-233-320-560, Fax: 420-241-090-946, shop, Adobe Acrobat, CorelDraw, Illustrator, Freehand and E-mail: [email protected], Web: www.skrivanek.com Dreamweaver. We view our projects from the customers’ See ad on page 35 perspective and in turn gain the trust of our clients, steer- ing our commitment to provide not just translation services TRSB Inc. Translation Solutions but complete solutions. Language French Canadian Description For over 25 years, PTSGI 6F, #23 Section 6, Min-Chuan East Road, Taipei City 11494, TRSB’s mission has been to provide cost-efficient, reliable Taiwan, 886-2-8791-6688, Fax: 886-2-8791-7884, language solutions addressing each client’s individual E-mail: [email protected], Web: www.ptsgi.com needs. As Canada’s leading translation and localization SpanSource firm, TRSB offers a complete array of services, including Languages Focus on Spanish and Portuguese, other language marketing targeted for Quebec, copywriting, interpreta- combinations through partners Description SpanSource tion, voiceover/subtitling, linguistic consulting and audit- provides translation, localization and related services from ing, terminology management and desktop publishing. Western European languages into all regional varieties of No job is too big or too complex. Our expert teams of Rheinschrift Übersetzungen, Ursula Steigerwald Spanish as well as other language combinations through our native-speaking translators are skilled in a wide variety Language German to/from major European languages network of select SLV partners. Our domain focus is on health of industries and subjects, most notably finance, banking, Description Outstanding localization requires world-class care and life sciences, software and IT, heavy machinery and life sciences, human resources, insurance and regulatory experience. Rheinschrift gives your business a native voice automotive, legal and financial, oil and gas, corporate train- materials. Contact us today to find out what we can do in the German-speaking world. We offer more than 20 ing and educational materials. Our comprehensive service for you. years’ experience providing translations and localizations portfolio also includes unparalleled desktop publishing and TRSB Inc. 276 Saint-Jacques, Montreal, H2Y 1N3 Canada, for software and hardware manufacturers as well as for the multimedia localization engineering support for e-learning 514-844-4682, Fax: 514-844-5983, sectors of business, technology, legal matters and medicine/ materials. Our in-house staff of 25 includes project manag- E-mail: [email protected], Web: www.trsb.com medical applications. Our services also range from glossaries, ers, senior linguists, desktop publishers, software engineers post-editing, project management and desktop publishing and graphic designers, which prove to be fundamental in services to many other related services. Rely on Rheinschrift SpanSource’s centralized, customer-centric approach. trAnslAtion tools to deliver the most competent translations and meet your SpanSource SRL Santa Fe 1264, 1ºB, Rosario, S2000ATR Argentina, deadline, whatever it takes. 54-341-527-5233, Fax: 54-341-527-0035, Rheinschrift Übersetzungen, Ursula Steigerwald Rolshover E-mail: [email protected], Web: www.spansource.com Strasse 99, D-51105 Cologne, Germany, +49-(0)221-80-19-28-0, Fax: +49-(0)221-80-19-28-50, E-mail: [email protected], Web: www.rheinschrift.de See ad on page 13 Kilgray Translation Technologies Windows

Languages All Description Kilgray Translation Technologies Synergium of Translations, Innovations and Trust is the world’s fastest growing provider of computer-assisted Follow us: twitter.com/multilingualmag Languages Eastern European and CIS Description translation tools. In 2005 the company launched the first Synergium provides TEP, website and software localiza- version of memoQ, an integrated client-server translation

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environment designed to facilitate interoperability and your own local installation of Globalese, you can ensure that across all media, including moving targets such as dynamic teamwork. All of Kilgray’s products — memoQ, the memoQ you do not need to upload any of your confidential content website content, video and live chat text, as well as more tra- server, memoQWebTrans, qTerm and Language Terminal to third party providers or the cloud. ditional document translation. — optimize productivity and control of the entire transla- MorphoLogic Localisation 54 Logodi, 1012 Budapest, Hungary, Sovee 3806 Amnicola Highway, Chattanooga, TN 37406, tion process and environment. Rated #1 by Common Sense +36 1 225 3704, Fax: +36 1 225 3705, E-mail: [email protected], 855-997-6833, E-mail: [email protected], Advisory among translation-centric TMS systems, and used Web: www.globalese-mt.com See ad on page 9 Web: www.sovee.com See ad on page 14 by thousands of translators, language service providers and enterprises throughout the world, memoQ and other Kilgray tools are accepted and appreciated as premiere translation technologies. Kilgray Translation Technologies H-5700 Gyula, Béke sugárút 72., Hungary, +36-30-383-9435, Fax: +36-1-312-6019, E-mail: [email protected], Web: www.kilgray.com See ad on page 49 SDL Language Technologies SYSTRAN Windows Multiple Platforms Languages All Description SDL Language Technologies is Languages 52 language combinations Description SYSTRAN the leading provider of translation software to the translation is the market leading provider of machine translation (MT) industry and recognized globally as the preferred computer- solutions for the desktop, enterprise and internet. Our solu- assisted translation tool of government, enterprise, language tions facilitate multilingual communications in 52+ lan- service providers and freelance translators. Its product guage pairs and in 20 domains. SYSTRAN Enterprise Server portfolio includes the market-leading translation tool, SDL MadCap Lingo 7, our latest achievement, is powered by our new hybrid MT Trados Studio 2011, which offers a complete translation en- engine which combines the predictability and consistency of Windows vironment including translation memory, terminology and Languages All Description The leaders in technical com- rule-based MT with the fluency of the statistical approach. powerful project management tools. With support for the The self-learning techniques allow users to train the soft- munication bring you MadCap Lingo, an XML-based trans- largest number of file formats, an open API and growing app lation management solution used by large multinational ware to any specific domain to achieve cost-effective, pub- marketplace, Studio 2011 is the right choice for professionals lishable quality translations. SYSTRAN solutions are used corporations, technical writers and freelance translators. serious about the business of translation. MadCap Lingo offers support for a wide range of file formats, by Symantec, Cisco, Ford and other enterprises to support SDL Language Technologies Globe House, Clivemont Road, international business operations. For more information, works with major industry TM systems and is fully integrat- Maidenhead SL6 7DY, United Kingdom, +44-1628-417227, ed with the leading content authoring application MadCap visit www.systransoft.com. E-mail: [email protected], Web: www.translationzone.com SYSTRAN Software, Inc. Flare. Through its strategic partner Microsoft Corporation, See ad on page 2 MadCap Software delivers solutions optimized for Microsoft North America 4445 Eastgate Mall, Suite 310, San Diego, CA 92121, 858-457-1900, Fax: 858-457-0648 Windows, Visual Studio and the .NET environment. A free 30- Europe 5 rue Feydeau, 75002 Paris, France, day trial download is available at www.madcapsoftware.com. +33 (0)1-44-82-49-00, Fax: +33 (0)1-44-82-49-01, MadCap Software, Inc. 7777 Fay Avenue, La Jolla, CA 92037, E-mail: [email protected], Web: www.systransoft.com 858-320-0387, 888-623-2271, Fax: 858-320-0338, See ads on pages 28, 37 E-mail: [email protected], Web: www.madcapsoftware.com See ad on page 33 Statement of Ownership, Management, and Circulation (Required by 39 USC 3685) 1. Sovee Publication Title: MultiLingual. 2. Publication Number: 1523-0309. 3. Filing Date: 9/17/2013. 4. Issue Frequency: Monthly except Apr+May, Jul+Aug, Oct+Nov bimonthly. 5. Number of Multiple Platforms Issues Published Annually: 9. 6. Annual Subscription Price: $58 in US; $85 International. 7. Mailing Address of Known Offce of Publication: 319 North First Avenue, Suite 2, Sandpoint, ID Languages Afrikaans, Albanian, Arabic, Azerbaijani, Basque, 83864-1403. 8. Mailing Address of Headquarters: 319 North First Avenue, Suite 2, Sandpoint, ID Bengali, Belarusian, Catalan, Chinese Simplified, Chinese 83864-1403. 9. Publisher: Donna Parrish, MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1403; Editor: Donna Parrish, MultiLingual Computing, Inc., 319 Traditional, Croatian, Czech, Danish, Dutch, Esperanto, North First Avenue, Suite 2, Sandpoint, ID 83864-1403; Managing Editor: Katherine Botkin, MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1403. 10. Estonian, Filipino, Finnish, French, Galician, Georgian, Owner: MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1403; German, Greek, Gujarati, Haitian Creole, Hebrew, Hindi, Donna Parrish, 1605 Westwood Dr., Sandpoint, ID 83864-6325; Charles Parrish, 1605 Westwood Dr., Sandpoint, ID 83864-6325. 11. Known bondholders, mortgagees and other security holders Globalese MT System Hungarian, Icelandic, Indonesian, Irish, Italian, Japanese, owning or holding 1% or more of total amount of bonds, mortgages or other securities: None. Linux 12. Tax Status: Has not changed during preceding 12 months. 13. Publication Title: MultiLingual. Kannada, Korean, Latin, Lithuanian, Macedonian, Malay, 14. Issue Date for Circulation Data below: September, 2013. 15. Extent and Nature of Circulation Languages All European languages, Arabic, Simplified Maltese, Norwegian, Persian, Polish, Portuguese, Romanian, (Average No. Copies Each Issue During Preceding 12 Months followed by No. Copies of Single Issue Published Nearest to Filing Date). 15a. Total number of Copies (Net press run): 2772, 3273. Chinese, Japanese and Korean Description Globalese® is Russian, Serbian, Slovak, Slovenian, Spanish, Swahili, Swed- 15b. Legitimate Paid and/or Requested Distribution: 15b1. Outside-County Paid/Requested ish, Tamil, Telugu, Thai, Turkish, Ukrainian, Urdu, Vietnam- Mail Subscriptions Stated on PS Form 3541: 852, 893. 15b2. In-County Paid/Requested Mail a statistical machine translation (MT) system developed for Subscriptions stated on PS Form 3541: 0, 0. 15b3. Sales Through Dealers and Carriers, Street LSPs and content owners. With Globalese, MT can be easily ese, Welsh, Yiddish, others available on request Description Vendors, Counter Sales, and Other Paid or Requested Distribution Outside USPS: 1599, 1928. 15b4. Requested Copies Distributed by Other Mail Classes Through the USPS : 38, 25. 15c. Total integrated into the standard translation workflow while pro- The Sovee Smart Engine is equipping today's language ser- Paid and/or Requested Circulation: 2489, 2846. 15d. Nonrequested Distribution. 15d1. Outside- vice providers with the intelligent innovation they need to County Nonrequested Copies Stated on PS Form 3541: 0, 0. 15d2. In-County Nonrequested ject managers and translators can use their well-known CAT Copies Stated on PS Form 3541: 0, 0. 15d3. Nonrequested Copies Distributed Through the USPS tools such as SDL Trados, memoQ or Wordfast. Globalese succeed in a rapidly changing industry. The Smart Engine by Other Class of Mail: 0, 0. 15d4. Nonrequested Copies Distributed Outside the Mail: 167, 150. 15e. Total Nonrequested Distribution: 167, 150. 15f. Total Distribution: 2656, 2996. 15g. Copies allows users to build project-specific engines in an easy and is designed to do the heavy lifting and significantly reduce not Distributed: 116, 277. 15h. Total: 2772, 3273. 15i. Percent Paid and/or Requested Circulation: post-editing time. The Engine learns translation preferences 93.71, 94.99. I certify that the statements made by me above are correct and complete. Donna flexible way. Globalese can be managed from a user-friendly, Parrish. Number of readers of online digital version (as of reported issue, in addition to print): web-based interface from any standard browser. By using for industry terms and uses them to translate more efficiently 2902, 2951. Average Readers per Printed Copy: 2.95. Total Readership: 16396, 17543.

Advertiser index

7Brands Global Content 20 Janus Worldwide Inc. 8 SDL Language Technologies 2 ACP Traductera 45 Kaleidoscope GmbH 32 Skrivanek s.r.o 35 Across Systems GmbH 47 Kilgray Translation Technologies 49 Smartling, Inc. 18 ADAPT Localization Services 5 Lexika s.r.o. 36 Sovee 14 BayanTech 17 Localize Africa 17 STAR Group 10 BENEXtra Korea 30 Localization World, Ltd. 4 SYSTRAN Software, Inc. 28, 37 Binari Sonori S.r.l. 48 MadCap Software, Inc. 33 The Unicode Consortium 6 Dig-IT Localization Consulting 31 MediLingua Medical Translations BV 41 Ushuaia Solutions 22 E4NET 53 Moravia 60 VistaTEC 26 EQHO Communications 16 MorphoLogic Localisation Ltd. 9 Wordbee 37 EuroGreek Translations Limited 41 Net-Translators 40, 59 WordPilots 37 Folio Online 17 Omnia Group 41 Xlated 37 Global textware B.V. 37 Plunet GmbH 43 XLOC 37 Hornet Design 52 Rheinschrift Übersetzungen 13 XTM International 46 Intercom Technical Translations 27 Ryszard Jarz˙a Translations 41 XTRF 39

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51-57 Buyer'sGuide #139.indd 57 9/17/13 12:44 PM 58 Takeaway#139.indd 58 58 | Business Review are likelytotransform ourbabyintoanunrecognizable adult? growing it?Ordowecedecontrol toprofessional managers who blend ofskills—more adaptedtofoundingaventure than even ifthatmeansshacklingourcompaniestoparticular the founder’s dilemma.Dowemaintaincontrol ofourbaby, ily members who sayitcan’tbedone.Notthatthenaysayers to persevere againstthosewell-meaningfriendsandfam- personality. Apparently we are allcutfrom thesamecloth. translated some Ernst&Young research ontheentrepreneurial I usedtothinkwasmore ofanindividualuntil mycompany “tweens” isconsidered oneofthesignature traits ofentrepreneurs. know then,orformanyyears later, thatstartingabusinessinyour Northern Ontario(akintosellingcoalinNewcastle).LittledidI fresh outofgraduate schoolin Canada. the way. IstartedLexcelera twomonthsafterIarrivedinParis, the rightthingtodo,likeanyfounder, I’mfghtingeverystepof much astheycouldhaveifhadbeenemployees”? maintain control overtheirowncompaniestend tomakeonlyas to thenextlevel. not necessarilytheskillsneededtoshepherd agrowing concern venture —creativity, vision,optimism,energy, enthusiasm—are The entrepreneurial skillsthatare soessentialtolaunchinga let aprofessional managementteamtakeovertheir“baby.” there comesatimewhenmostfounders havetostepaside withstanding notableexceptionslikeSteveJobsandBillGates, R Takeaway MultiLingual Does thedilemmabecomeeasierifItellyouthat For onething,entrepreneurs havetobeoptimists, ifonly I’d startedmyfrst businessat11, sellingChristmastrees in Not thatlettinggoofcontrol iseasy. EventhoughIknowit’s In the This, thoughpainful,wasthenatural order ofthings.Not- had comeformetostepaside. give. OK,Iadmitit:itneededalotmore. Thetime twenties neededsomewhatmore thanIcould that thetranslation companyIhadstartedinmy Recently Icametotheinescapableconclusion Lori Thicke Harvard BusinessReview, NoamWasserman callsthis The founder’s dilemma October/November 2013 articlegoesontosaythat“entrepreneurs who Harvard of the cofounder ofTranslators withoutBordersandamember Lori ThickeiscofounderandgeneralmanagerofLexWorks, contribution [email protected]. To offeryour own I supposethatistheessenceoffounder’s dilemma. M far aren’t thesameonesweneedtogothatnext bigstepfurther. understand intellectuallythattheskillshave brought usthis founder, thattransition isnotgoingtobeaneasyone,evenifI time, he’s goingtomakeusadifferent company. Speakingasa my performancegoalstome. the role ofmarketingandinnovation.Johnhasalready handed our NorthAmericansubsidiary, LexWorks. Istepped(down)into veteran, JohnPapaioannou, astheCEOofbothLexcelera and of thisyearIdecidedtomaketheleap.tookonanindustry new hires tendtoendupwithmore valuablefrms.InFebruary those whogiveupmore equityinexchangeforinvestors and specialized roles. Inotherwords, nomore multitasking. example, tocreate formalprocesses anddevelopoversee desks papered withtheevidenceofextreme multitasking. refects mypersonality asnotlongagoIgazedacross aseaof style, preferences andpersonality. Irealized howmuchLexcelera respond toit,creating acompanyculture thatrefects his or her no companies.Thefounderseestheopportunityandhowto lose control andseeitgrow? dilemma founders face:holdontighttoasmallerentity, or ties. Butthat’s astoryforanotherday. Thisstoryisaboutthe language —andhadn’texactlysortedoutthosevisaformali- start acompanyinforeign countrywhere Ibarely spokethe the oneswhoraised theireyebrows atme,imaginingIcould don’t havereason ontheirside:theyusuallydo,including I knowJohnwillmakeusabettercompany. Butatthesame Nonetheless, mostfounders wanttostayincharge, evenif But asourbabiesgrow, broader skillsare needed—for Without theentrepreneurial spirit,ofcourse, there’d be MultiLingual Takeaway editorial board. onalanguage-industryissue,send a [email protected] 9/17/13 12:45PM full-service Translation, Localization, & Multilingual Testing in more than 60 languages

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