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LOCALIZATION April/May 2009 GGETTINGETTING SSTARTEDTARTED: Guide LOCALIZATION April/May 2009 GGETTINGETTING SSTARTEDTARTED: Guide Localization: The Global ® Pyramid Capstone Local Websites ® for Global Brands The Emerging Role ® of Machine Translation Building Quality into ® the Localization Process 0011 CCoverover ##103103 GGuideuide GGettingStart1ettingStart1 1 44/8/09/8/09 110:24:270:24:27 AAMM LOCALIZATION Guide: GGETTINGETTING SSTARTEDTARTED Getting Started: People often ask what localization is. The short Localization explanation would be something along the lines of taking any product or service created in one Editor-in-Chief, Publisher Donna Parrish Managing Editor Laurel Wagers locale and making it relevant to the local culture in another. Longer explanations run Assistant Editor Katie Botkin the length of entire articles, which is what you can expect in this Localization Getting Translation Department Editor Jim Healey Started Guide. News Kendra Gray Localization is typically part of a larger process, as Richard Sikes explains, and to Illustrator Doug Jones match his hefty globalization overview he has a paragraph-long localization defi nition Production Sandy Compton of his own embedded in the article. Ben Sargent adds marketing savvy to the global Editorial Board Jeff Allen, Julieta Coirini, goal with a plethora of tips and examples on localizing global brands in websites. Alex Bill Hall, Aki Ito, Nancy A. Locke, Yanishevsky gives a summation of machine translation’s emerging role in localization, Ultan Ó Broin, Angelika Zerfaß and Eva Müller fi nishes things off with a discussion on quality and pragmatics — that Advertising Director Jennifer Del Carlo is,CONTENTS pragmatically, it makes sense to localize, especially if you’re doing so with enough Advertising Kevin Watson, Bonnie Merrell pizzazz to catch the eye of the local market. Webmaster Aric Spence The Editors Technical Analyst Curtis Booker Data Administrator Cecilia Spence Assistant Shannon Abromeit Subscriptions Terri Jadick Localization: The Global Pyramid Capstone Special Projects Bernie Nova page 3 Richard Sikes Advertising [email protected] www.multilingual.com/advertising Richard Sikes has been immersed in localization since 1989. 208-263-8178 He is a freelance localization management trainer and consultant. Subscriptions, customer service, back issues [email protected] Local Websites for Global Brands www.multilingual.com/subscribe page 8 Ben Sargent Submissions [email protected] Editorial guidelines are available at Ben Sargent is a senior analyst and content globalization strategist with www.multilingual.com/editorialWriter Boston-area research and consulting fi rm Common Sense Advisory, Inc. Reprints [email protected] This guide is published as a supplement to The Emerging Role of Machine Translation MultiLingual, the magazine about language Alex Yanishevsky technology, localization, web globalization and page 12 international software development. It may be Alex Yanishevsky is senior solutions architect at PROMT Americas. downloaded at www.multilingual.com/gsg Building Quality into the Localization Process page 14 Eva Müller Eva Müller is a senior information developer and operational planner at Rockwell Automation. The No. 1 independent technology for the linguistic supply chain. Across Systems, Inc. Across Systems GmbH Phone +1 877 922 7677 Phone +49 7248 925 425 www.across.net [email protected] [email protected] page 2 The Guide From MultiLingual 0022 TTOCOC ##103103 GGSG.inddSG.indd 2 44/13/09/13/09 99:30:15:30:15 AAMM LOCALIZATION GGETTINGETTING SSTARTEDTARTED:GuideLOCALIZATION Localization: The Global Pyramid Capstone RICHARD SIKES everal years ago, I was called by a they responded with a list of 1,600 issues! localize the five manuals may have been recruiter to interview for a job with a I found this to be somewhat overwhelm- appropriate for some target locales, it Smajor Canadian manufacturer of air- ing, so I tried to focus in on prioritization. most certainly was not for Japan. In fact, plane components. It seems that the hiring Due to some factors outside the scope of the result was a double whammy. Not only manager had spotted the keyword global- this article, the prioritization effort took was dissatisfaction created, but a sub- ization in my online résumé, and because some time, so the next actual event in the stantial sum of money was wasted trans- the company was embarking on a global- lating unwanted manuals. As it turned out, ization initiative, he thought I might be the missing manual was the one and only an ideal candidate for the position. I went issue of importance; the remaining 1,599 to the interview. In short order, we deter- ven in our . identified deficiencies could have been mined that in their corporate universe, glo- E lived with, for one release anyway, if only balization meant imprinting the stamp of world of software the manual had been translated. how things were done in the mother ship This anecdote illustrates my point that organization on all associated organiza- localization, globalization must, to some extent at tions around the world. I quickly explained least, involve a degree of investigation that in my international software develop- substantial into what foreign markets require and, ment and marketing universe, globaliza- conversely, that international product tion meant reaching out to understand discrepancies exist development without globalization at its what users in cultures other than my own foundation is a recipe for failure. For this desired and then to evangelize incorpo- in what industry reason, globalization builds the bottom- rating those attributes in those markets. most and widest tier on the pyramid. But Needless to say, it was a short interview! participants globalization does not only consist of off- The attitude displayed by the hiring com- shore market research. Rather, it should pany may be useful in some situations, but understand about be considered more closely synonymous to me, it embodied much of what has given with overall corporate investment strat- globalization a bad name. It also pointed to how globalization egy. By this, I mean investment strategy in another issue that I have observed closer the widest sense of the concept — not only to home: even in our relatively knowledge- differs from investment in the financial sense, but the able and harmonious world of software investment of effort that employees make localization, substantial discrepancies exist internationalization. in everything they do. In other words, glo- in what industry participants understand balization should be considered a mindset about how globalization differs from inter- as much as a task set. nationalization, and how both of these two saga turned out to be a visit from two rep- I once was asked to prepare a consult- differ from localization. resentatives from the Japanese office to ing proposal to evaluate localization pro- our headquarters. cesses for a well-known and successful Globalization After we had gotten acquainted, they company in the telecom space. My pro- My definition of globalization stems asked, “The document set for this product posal was not accepted at the time, how- from an experience I had while serving consists of 24 manuals, correct?” “Yes,” ever, because the company decided to as director of globalization for a large I replied. “And you have localized five of purchase a content management system software company. When I took the job, the 24 books?” “Yes,” I again replied, “in for their English content prior to explor- one of the first things I was told was that order to keep costs contained, our product ing their localization practices. It never Japan was a problem. Exactly why it was management group decided that we would occurred to management that handling a problem was not clear to the hiring localize only those five.” “And the Refer- localized content and adapting to localiza- manager, since the company had recently ence Manual is not included in the five?” tion workflows might be critical, and thus completed a localization of the flagship they asked. “Correct!” I confirmed. “Why globalization was not in the forefront of product at great expense, and shouldn’t not?” they asked. “The Reference Manual the decision-makers’ minds as the com- the office be pleased? is the only one that we want in Japanese!” pany considered this investment. So, as one of my first tasks in my new It was immediately apparent to me Based on the notion that globalization is job, I set about contacting the Japanese that our product management team had a mindset, international market research is office to find out what was wrong with made a decision that was based on insuf- only one piece in a much larger mosaic and the product. After a relatively short delay, ficient due diligence. While the decision to should not be carried out in isolation or April/May 2009 • www.multilingual.com/gsg page 3 003-063-06 SSikesikes ##103103 GGSG.inddSG.indd 3 44/8/09/8/09 110:29:150:29:15 AAMM LOCALIZATION Guide: GGETTINGETTING SSTARTEDTARTED “thrown over the wall” to another depart- abroad. These offices are valuable sources also be applied to such tasks as allowing ment, as is sometimes done with program of information, but all too often, the infor- sufficient white space in source documen- code. Quite to the contrary, regional mar- mation flow is in one direction only: from tation for text expansion or architecting a ket considerations should be treated as headquarters to the field. This is counter- website so that localized content can be an integral part of marketing plans cre- productive. In a world where information easily added. ated by a centralized marketing organiza- is power, the globalization-oriented com- When performed proactively, interna- tion. Target locales should be grouped in pany liaisons extensively with resources tionalization is conceptually very similar tiers based on quantitative analysis, and all over the world, leveraging the informa- to a real option. A real option is the right a business case mentality must prevail, tion gleaned from that contact.
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