App Localization SDL LSP Partner Program Our Partners

Language | Technology | Business January/February 2015

Focus: Cloud Technology

Technology: App localization SDL LSP Partner Program Our Partners

1 to 1 Translations Etymax Ltd Language Connect RWS Group 1-800-translate Eurhode Traduction Language Line Translation RWS Group Deutschland GmbH 3ic International Euris Consult Ltd Solutions Sandberg Translation Partners Ltd À Propos eurocomTranslation Services Language Link Uk Santranslate Ltd A.C.T. Fachübersetzungen GmbH GmbH Language Translation Inc. sbv anderetaal a+a boundless communication Eurotext AG Languages for Life Ltd Semantix AA Translations Limited Eurotext Translations LATN Inc. SH3 Inc. Absolute Translations Ltd Exiga Solutions GmbH Lemoine International GmbH Soget s.r.l. Accurate Translations Ltd Ferrari Studio Lexilab Sprachendienst Dr. Herrlinger Accu Translation Services Ltd Five Office Ltd Lingsoft Inc GmbH Advanced Language Translation Fokus Translatørerne Traductores jurados LinguaVox S.L. SprachUnion Inc Foreign Translations, Inc Linguistic Systems Inc Supertext AG AKAB SRL Fry & Bonthrone Partnerschaft Link Translation Bureau Synergium.eu Alaya Inc Gedev LIT - Lost in Translation srl Synergy Language Services Alexika Ltd Geneva Worldwide Inc Local Concept Tech-Lingua Bt. ALINEA Financial Translations Geotext Translations LocalEyes Ltd Techtrans GmbH All Translations Company GFT GmbH Locasoft GmbH Techworld Language Solutions Alpha CRC Ltd GIB consult SPRL Logos Group - Multilingual TECKNOTRAD ALTA Language Services Global LT LTD Translation Services TecTrad Altica Traduction Global Translations GmbH Louise Killeen Translations Limited Ten-Nine Communications Inc. AmeriClic Global Translations Solutions Ltconsult Texo SRL Apostroph AG Global Words aps Mastervoice Texpertec GmbH Arc Communications Gradus Multilingual Services Inc MasterWord Services Inc. TextMinded Arkadia Translations Srl HCR Mc Lehm Translation Services textocreativ AG Arvato Technical Information Sl hCtrans Company Limited MCL Corporation Textualis Babylon Translations Ltd Hedapen Global Services Media Research Inc. Language Technology Centre Balthasar Limited Helena Technical Translations Mestako The Translation People BeatBabel Heydecker mt-g medical translation GmbH & The Word Hub Ltd BetterLanguages.com Ltd HHCE Co. KG Tick Translations bizitext GmbH HK-Übersetzungen GmbH Multilingual Group Inc. Traducteo BMF text+ House of Stengard Nicchu Teikei-sha Traductor.ch Canacom Human Science Nissei Techno Writers Transcript GmbH & Co. KG Together we can achieve the best possible CETRA Inc Idem Translations Inc Nova Language Solutions TransDocu Choice Language Services Ltd ILT Group Nowak GmbH Übersetzungen Transglobe International Ltd Cicero Translations Ltd Imprimatur Ltd Obun Printing Company TRANSLATION-PROBST AG customer experience. CMT srl Initiate Inc Omnia Srl Translator Scandinavia AB Comed Weber GmbH Interlingua Omniage Ltd translators-fusion COMLOGOS InterSol Inc ORCO S.A. Transline Deutschland GmbH One of the few things you can count on is that your clients Confluent Translations IOLAR OSW Technische Dokumentation Translingua AG will never let up on their demands for faster, better service at Consenso Global IT Localization Service GmbH TransMission Übersetzungen Conversis ITC France Palindromo Multilingual GmbH the keenest price. By becoming an SDL LSP Partner, we can CP Übersetzungen GbR ITL - Institut für technische Communication transmit Deutschland GmbH help you to use SDL Translation Productivity solutions more CPW - Consultants Philippe Literatur AG Paragon Language Services TripleInk Willemetz Japan Communications Inc Pedrocano.co TRSB effectively to uphold localization quality, while delivering the CQ Fluency Jasgo Translation Plus Translations LLC TrueLanguage best possible customer experience. Congress Global Communications Joy Translation Precision Translators Ltda. TrustForte Language Services Co Ltd JPD Systems Prestige Network Ltd TurkishEnglish.com Crestec Europe Justycja Ltd Prima Lingua (UK) Limited Übersetzungsbüro Veith Find out more about working together as partners Cymen Ka-Ve Kalla & Verboonen-Deuster Professional Translations SRL Vertere Srl Datawords GbR ProLinguo GmbH VistaTEC email us at [email protected] DaVinci Vertalingen BV Kawamura International PROMT WIP Japan Corporation DEN Corporation Kern AG Ralf Lemster Financial Translations Word Connection Business Dokuwerk KG Kerr Translations GmbH Translation Services Complete the form on our website En francais GmbH KJ International Resources Ltd Referans Çeviri Hizmetleri World Translation A/S www.translationzone.com/lsppartner EnssnerZeitgeist Communications Kramer Translation RS Globalization Services GmbH Xtra Translation Services GmbH Kwintessential Ltd & Co. KG SDL LSP Partner Program Our Partners

Resource Directory MultiLingual Arriving January 2015 #149 Volume 26 Issue 1 The most complete language industry January/February 2015 reference guide in the world! Editor-in-Chief, Publisher: Donna Parrish The 2015 Resource Directory & Editorial Managing Editor: Katie Botkin Index 2014 from MultiLingual. Proofreaders: Bonnie Hagan, Bernie Nova A complete MultiLingual editorial index News: Kendra Gray •for January through December 2014. Production: Darlene Dibble, Doug Jones Cover Photo: Katie Botkin • The definitive buyer’s guide with 50 Technical Analyst: Curtis Booker categories for companies providing Assistants: Shannon Abromeit, tools and services in a variety of spe- Chelsea Nova cialties and formats. Circulation: Terri Jadick Available in print, digital and PDF Special Projects: Bernie Nova •formats. Advertising Director: Jennifer Del Carlo Advertising: Kevin Watson, Bonnie Hagan Need to search for a prospective vendor now? Check out the 2014 Editorial Board directory at multilingual.com/resourceDirectory. Daniel Goldschmidt, Ultan Ó Broin, Arturo Quintero, Lori Thicke, Jost Zetzsche Advertising Events at a glance [email protected] www.multilingual.com/advertising Shanghai, April 13-15, 2015 More Information 208-263-8178 Subscriptions, back issues, customer service [email protected] www.multilingual.com/ subscriptionInformation Submissions, letters Know-how for Global Success [email protected] Making your conference plans for the new year? Visit our events page at Editorial guidelines are available at www.multilingual.com/editorialWriter www.multilingual.com/events to find conferences and workshops that cover language, internationalization, localization and global business. Use Reprints: [email protected] the search box to filter your findings. Have an event that you would like to MultiLingual Computing, Inc. list? Fill out the online form with your information and we will list you! 319 North First Avenue, Suite 2 Sandpoint, Idaho 83864-1495 USA [email protected] www.multilingual.com Subscriptions © MultiLingual Computing, Inc. All rights reserved. Reproduction without permission is prohibited. For reprints and e-prints, please email [email protected] or call 208-263-8178. The print magazine is mailed nine times a MultiLingual (ISSN 1523-0309), Janurary/February 2015, is published monthly except, Apr-May, Jul-Aug, Oct-Nov for US $58, year (eight issues plus the annual resource international $85 per year by MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. Periodicals directory/index) for $58 domestically, $85 postage paid at Sandpoint, ID and additional mailing offices. internationally, and includes full access to POSTMASTER: Send address changes to MultiLingual, 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. the digital version of MultiLingual. This includes back issues to 2006, delivered in This NewPage paper has been an interactive format. A digital subscription chain-of-custody certified by three independent third-party is available for only $28. certification systems Subscribe online at www.multilingual.com/subscribe. MultiLingual is printed on 30% post-consumer recycled paper. 4 MultiLingual January/February 2015 [email protected] MultiLinguaJanuary/February 2015l Language | Technology | Business #149 Volume 26 Issue 1

n Up Front n Focus: n 4 multilingual.com Cloud Technology n 6 Post Editing 28 Confidently implementing n News MT for eCommerce n 7 News — Wayne Bourland & Deepak Nagabhushana n 19 Calendar 31 Cloud capabilities n Reviews raise buyer expectations

20 MadCap Lingo 9 — Semir Mehadži´c Up Front — Reviewed by Scott Bass 35 Running your entire business economically in the cloud n Columns and Commentary — Tony O’Dowd 24 Off the Map — Kate Edwards 39 The cloud: A translation 26 Perspectives — Alison Toon business essential 66 Takeaway — Adam Jacot de Boinod — Donald A. DePalma 42 Content analytics n 57 Basics and Linked Open Data n 59 Buyer’s Guide — Christian Lieske & Felix Sasaki 65 Advertiser Index n Technology 48 App localization: What About the cover: developers should know Close-up of an antique astrolabe on — Matt Bramowicz display at the Museum of the History of Science in Oxford, 52 The differences between England. The word has Greek roots: astron (ἄστρον) and lemmatization and stemming lab (λαβ). Astrolabes provided voyagers the technology to — Joel Ross nagvigate the world using the sky.

www.multilingual.com January/February 2015 MultiLingual 5 Katie Botkin Post Editing

Around the world in the cloud

November is the worst month of the world trip, logging on in an apartment Of course, you couldn’t actually use year where I live, and this time around in Brooklyn, a café in Milan, a hostel it all day because there were no plugs: nearly everyone in my office had the in Lisbon. In Europe, I could sightsee the bar consisted of several raised same idea: take vacations to someplace during the day and then work in the wooden platforms overlooking the Nwarmer and less depressing. We wanted evening, when it was morning back Andaman Sea. So while my newly- to go to Turks and Caicos, Mexico, home and everyone else was online. In found rock climbing buddies drank beer San Francisco. With this goal in mind, fact, things all went pretty smoothly and chatted all around me, I furiously our office finally made the switch until I got to rural Thailand. tried to dummy the magazine on a to working in the cloud. It was kind I was there to rock climb, on a connection that was still so slow that of perfect because content-wise, we peninsula reachable only by boat. our cloud-based server took half an were working on the cloud computing Mind you, there was still internet. At hour to update. While the dummy was issue. So we switched our server to least in theory. I found a restaurant saving at a tortuously casual pace, I’d a cloud-based system that synced advertising it and got in ten minutes get a few minutes of conversation in. automatically, updated our software of work before the thing kicked me It was an enormous relief after that licenses and temporarily hugged one off for good. I started asking around to get back to the office and be able another goodbye. and everyone said the only place with to discuss things quickly, face-to-face, Naturally, I intended to test this reliable internet was the bar; you had with my colleagues. It was even a relief system to the best of my ability. So to buy the internet separately but you to have hard copies and multiple screens for a month, I took an around-the- could use it all day. rather than just my laptop. It was a relief that when I hit “save” in an online application, it saved rather than crashing. I also tended to work longer hours at my desk with sleet beating on my window Localization Evolved compared to sitting at an outdoor bar by the Andaman Sea. Or even as opposed to Expert Translation sitting at a café in rainy Milan. Agile Localization The nature of the localization Automated Translation Technology industry, of course, is that you’re nearly Multilingual Testing always working with someone off-site Language Review — over good internet connections and bad. It’s the way the world is going. It behooves us to remember it, and to try Global Marketing Solutions our cloud-based tools and ideas in less Engaging Customers than ideal circumstances just to make Inﬂuencing Behaviours sure they’ll hold up. Multilingual SEO And perhaps most of all, remember Transcreation this: just because it’s there doesn’t Brand Optimization mean the cloud should replace in-person interaction entirely. For discussing an individual comma on a page with your copyeditors, no set of Europe VistaTEC House, Dublin, Ireland. t: +353 1 416 8000 tools can come close to the intuitive North America VistaTEC, Mountain View, CA, USA. t: +1 409 898 2364 sense of a hard copy and your index eMail: [email protected] | Web: www.vistatec.com www.vistatec.com finger. W 6 | MultiLingual January/February 2015 [email protected] AMTA brings together researchers, government and commercial sectors First of two weeks of conferences data and test cases. The conference users put parameters around MT, in Vancouver focused mainly on scenarios for more so that English-French users could The 11th Association of Machine Translation accurate translation, complete with select something such as “this is a News in the Americas (AMTA) conference mathematical formulas — particularly in friend,” so that the MT would know was held from Wednesday to Sunday, the research track. which form of you (tu or vous) October 22-26, 2014, in Vancouver, BC. Saturday keynote Martha Palmer to use, for example. “I think we There were three main conference days from the University of Colorado opened should bring some subjective into bookended by two days of tutorials and with a quote from Anthony Burgess it… what’s wrong with feelings in workshops. about “atmospheric dust” and slotting science?” asked O’Neill-Brown. The main conference had three tracks: words into their proper places. She dis- During the questions afterward, MT Researchers, Government MT us- cussed abstract meaning representation one person brought up tourist ers and Commercial MT users. Keynotes (AMR), or semantic representation in apps and suggested having dif- included Hassan Sawaf from eBay on MT. This is coding that covers all sen- ferent apps for different domains, machine translation research and eCom- tence content in a single, rooted struc- such as specific apps for visiting merce user behavior, and Arul Menezes ture. It is composed of concepts and the doctor in a foreign country. from Microsoft on speech translation relations, not nouns and verbs. It relates This is based on the knowledge for everyone. The organizing committee etymologically related terms, and AMR that training engines for domain- said its goal was to “help MT researchers researchers are trying to figure out how specific, limited usage is more and developers understand the needs of to map words that aren’t etymologically accurate than when you throw hundreds translators and the translation industry” related, such as desire/want. of idiomatic expressions together into and at the same time “help translators Saturday’s second keynote, Patricia computational soup. and managers understand modern MT O’Neill-Brown from the US Government, The research track offered presentations technology.” talked about MT in the design age. such as Eva Hasler’s on different testing Presentations at the AMTA considered “Steve Jobs brought design to com- outcomes with topic and domain adapta- questions such as which languages or puting,” she said, and this “signaled in tion. “Both domain and topic adaptation domains work with which engines, which our history” that computing could be could be improved to deal better with subject matter, which approach and how approachable. unbalanced data,” she concluded, noting many errors are okay in what kinds of O’Neill-Brown had several ideas for mak- that she and other researchers “measured documents. Many showcased research ing MT more user-friendly, including having the relative benefit of domain adaptation and topic adaptation” and now think that these “methods are complementary, depending on text type and domain.” In the Commercial MT users track, language service providers and other interested parties presented their findings. Alex Yanishevsky stated that “Maybe MT is better than an 80% TM match,” based on Welocalize’s research. The Government Users of MT track offered a variety of subject matter, including an explanation of the English-Korean Military Jargon Translation Aid, a general and domain-tuned MT tool for military Above: Audience during the Saturday keynote. Lower left: A slide from Eva Hasler’s presentation and more specific domains such as intel- on combining domain and topic adaptation for statistical machine translation. ligence. Many queries for more informa- Lower right: Attendees study MT research posters. tion after the government presentations were met with “I can’t really answer that.” The workshops and tutorials on Wednesday and Sunday taught post- editing techniques, discussed MT user interfaces and more. The design tutorial on Sunday, lead by Patricia O’Neill-Brown, had participants group into teams and sketch out user interfaces for fictional MT scenarios. TAUS offered a round table sponsored by the MosesCore EU project featuring discussions about the future of open-source MT toolkit Moses. www.multilingual.com January/February 2015 MultiLingual | 7 News

Newly-rebranded LocWorld looks at change

Localization World Vancouver was held Wednesday through Friday, Oc- tober 29-31, 2014, in the Vancouver Convention Centre. A day of preconference sessions on Wednesday was followed by two full conference days. Following the conference theme of Disruptive Innovation, Mark DeVolder gave the keynote Thursday mid- morning on change management. “We live in a constantly changing world,” he said, and how we react to change “really comes down to who we are as individuals. Me, I love change.” The question to ask about disruption is “What’s in it for me?” Managing change forces you to “accept it and move on,” even if you don’t agree with the change. DeVolder brought up liminality, lation. So why does Firefox need LSPs? defined as being on the threshold or “The communities might not be large between two states: “as we transition, enough,” said Henderson. What’s in it for many of us get stuck. You have two the LSPs? Sometimes clients ask about choices: either to remain stuck in the community translation, “so we thought middle, or go forward, because there’s the best way to find out would be to sign no going back.” up with a community,” said Henderson, New topics to the conference included and “have a look at some of the tools a panel discussion Thursday evening on that they were using.” As a result, Rubric “Why Open Source Needs LSPs, and why is starting to use open source tools. LSPs need Open Source.” Don DePalma of Jeff Beatty of Mozilla stated that “open Common Sense Advisory opened by not- source provides this additional layer of ing that “the initial notion for commu- transparency.” You have access to the nity translation is that it’s free,” and this code, which “allows skilled people to look is why many people are interested, but at the code and peer-review the code.” this isn’t necessarily true. “There’s a lot Beatty said that using open-source tools of concealed cost in terms of infrastruc- actually allowed for more security due to ture,” and as a result, “there are actual the “global community of skilled people ROI calculations that are happening.” looking at the code.” Ian Henderson discussed Rubric’s in- Beatty noted that due to its involve- volvement with Mozilla as a volunteer ment in Mozilla, Rubric has been “able language service provider (LSP), pointing to get a lot of publicity” for being out that 88 languages are now available experts in under-resourced African with Firefox thanks to community trans- languages and browser translation.

8 | MultiLingual January/February 2015 [email protected] News

Opposite page: Vancouver and the Convention Centre at Canada Place overlooking the Van- couver Harbor; Convention Centre exhibit hall “You have to find out what motivates entry. This page, top left: The Attracting and your community, and you have to be Developing Talent booth. Right top: Precon- able to provide that.” Some communi- ference session attendees. Below: Attendees ties like something as simple as t-shirts, at the dinner event sponsored by Moravia some want a line on their resume, some enjoy networking among the massive tanks want to give back to a tool they’ve used of the Vancouver Aquarium. Left: Looking at free of charge for years. For volunteers cloud-based tools in the main exhibit hall. who donate under-resourced language Lower left: Maryse Benhoff of AILIA awards translation to Mozilla, they “tout those Localization World for its dedication to the people around like they’re the biggest global language industry. heroes ever.” Carmen Bickle of Across and Kristine Berry-Trow of Capita discussed data security on Friday. Bickle mentioned that CSA estimated that over 60% of localization employees use free MT engines, and Berry-Trow described all the points, from freelancer recruitment to storage, where LSPs can have their data security com- promised. They suggested that having a secure environment that linguists could not download files from was crucial for security. “Manage your supply chain via appropriate technology,” said Berry- Trow. During the questions and answers after the presentation, the audience discussed that having different security levels might mean a sliding payment scale for clients, and that heightened security and vetting processes might make for better, longer-lasting client-vendor partnerships. New to the conference was the At- tracting and Developing Talent Initiative, complete with a preconference session, a regular conference session and a booth in the exhibit hall. The goal of the people involved is to expand on previous staff- ing discussions, and create a supply of professionally trained staff for the localization industry. Conference organizers announced at the closing session that Localization World will be rebranded as LocWorld, as it has been popularly dubbed for years. www.multilingual.com January/February 2015 MultiLingual | 9 News

Second largest ATA held in Chicago “We are on our way to being the second largest ATA conference in ATA history,” Da- vid Rumsey, ATA president-elect, said at the opening session of the recent ATA conference. He was right. Estimated attendance was 2,000 translation and interpretation professionals from 63 countries. The 55th American Translators Association (ATA) annual conference was held November 5-8, 2014, at the Sheraton Chicago Hotel & Tow- ers in Chicago. There were 180 sessions and 70 exhibitors. Rumsey added, “The initial rush [of the conference] is probably my favorite part. It’s just when the conference begins and you start to see people and it’s kind of like a family.” The ATA conference is the umbrella conference for the translation industry, being the oldest and largest conference of its kind. New events at the conference included a brainstorming networking session where attendees were encouraged to work in small teams to tackle common business-related challenges while making new friends and creating new partnerships. It also included something called The Toolbar, where translation tool support stations were set up in the exhibit hall to provide hands-on, one-on-one, technical assistance on a variety of translation tools. Tool training offering an in-depth look at specific translation tools was also featured. The ATA annual conference attracts professional translators, interpreters and language service providers from around the Top: The Sheraton on the river in downtown Chicago was the site for the recent 55th American Transla- world from different sectors, including aca- tors Association conference. Above: Caitilin Walsh, ATA President, addresses the audience at a panel demia, government, medical, legal and large presentation. Below left: A packed room of attendees group for a language-related exercise. Below right: and small business. Vendors from the industry meet interested participants in the exhibit hall. Photos by Jeff Sanfacon.

10 | MultiLingual January/February 2015 [email protected] News

Non-market translation event social localization; volunteers and ben- held in London eficiaries of the translation commons; an open source technology framework Trommons ‘14, the world’s first non- for non-market translation; sustain- market translation and localization ability and financing non-market lan- forum, was held at University College Lon- guage services. Each of the four topics don on November 3-4, 2014. Non-market was prepared from online discussions in this instance means acting outside the coordinated by an appointed moderator market system, often with governmental or supported by a panel of thought leaders. non-profit funding. The forum was a great success and Trommons ’14 was organized by the Lo- was attended by more than 70 people calisation Research Centre (LRC) at the Uni- including translators, members of non- Second Translation versity of Limerick, in conjunction with the profit organizations, companies and Terminology Technology (TTT) Centre for Translation Studies (CenTraS) and translation students. conference held in Slovenia was supported by The Rosetta Foundation and CNGL. The forum was generously spon- The second TTT conference, the only sored by XLATED — A Translators’ Company. international industry event in South- With a mission to relieve poverty, support eastern Europe, took place on October health care, develop education and promote 23-24, 2014, in Bled, Slovenia. justice through equal access to informa- This year, there were more than twice tion and knowledge across the languages as many attendees as last year — 130 of the world, The Rosetta Foundation uses experts coming from 23 countries shar- the Translation Commons (Trommons) ing their ideas and opinions. Apart from to bring communities, organizations and well-known names from the industry such language volunteers together. Built on LRC as keynote speaker Joaquim Alves from developed SOLAS technology, Trommons is JABA-Translation, Richard Brooks from K an open web-based environment matching International and Anne-Marie Colliander the interests of more than 6,000 language Lind from Inkrease, attendees also appreci- volunteers and the requirements of more ated sessions by experts from outside the than 150 nonprofit organizations. industry. Trommons ’14 highlighted the impact “I enjoyed the event immensely,” said of non-market translation and served as a John Terninko, executive director of Elia, forum to improve the usability, technol- noting that it was the first TTT confer- ogy and sustainability of the Translation Top: Abdul Rahim Parwani (Darakht-e Danesh) ence he had attended. “There were a lot Commons. talks about community translation in Afghanistan. of excellent sessions. I particularly enjoyed Four main topics were covered at the Bottom: Reinhard Schäler welcoming the one about conflict resolution [by Tom event: non-market language services and participants to Trommons ‘14. Venning] and the panel today about MT.”

www.multilingual.com January/February 2015 MultiLingual | 11 News

METM 2014 held in Spain “Innovation and tradition: mining the human resource” was the title of the tenth annual Mediterranean Edi- tors and Translators Meeting (METM), and the twin themes of improving productivity using technology and First MedTranslate looking after human translators ran held in Germany through the program for the event, held at the Euroforum in San Lorenzo The first edition of the MedTranslate de El Escorial, near Madrid. International conference was held October The event took place from October 3-5, 2014, in Freiburg im Breisgau, Ger- 30 to November 1. Alongside work- many. This conference was the first of its shops and sessions on technology kind: a specialists’ conference, aimed at the such as the use of machine transla- medical and pharma translation world. Above: Attendees gather for an outdoor group tion, tools for working with language portrait; closing presentation by Jacob de Wolff. While the majority of attendees were corpora and faster web searches, there Bottom: Session audience is asked what is were other sessions on keeping fit and freelance medical translators (around expected of them. 60%), there were many small, special- healthy, including the use of treadmill ized language service providers attending with the translation world and how it desks and large inflatable balls for as well, along with representatives and works. His honest and entertaining talk sitting on. The subject of more experi- speakers from industry end-clients such (“We want the Ferrari, but we only want enced editors and translators mentor- as Pfizer Germany, French health care IT to pay for a 2CV”) allowed for an open ing newcomers to the profession was company ENOVACOM, and Medtronic and discussion between all parties. The con- also discussed. Roche, which have headquarters in Swit- ference closed with a presentation by The plenary talks were given by zerland. Thus it was a relaxed weekend of Jacob de Wolff, founder and vice-chair Christiane Nord, who showed schol- exchanges and networking between all of the WikiProject Medicine, on health arship and impeccable methodol- actors involved in the translation process care articles on Wikipedia. He discussed ogy in dealing with the problem of — translators, agencies and buyers. the team of volunteer physicians editing translating examples from university Among the many high-quality speakers, them and the importance of translating textbooks, and the journalist Martin Jean-Baptiste Michon, product owner at these articles. Roberts, who spoke of the translation ENOVACOM, was invited to share his view The event was such a resounding success dilemmas faced every day by report- of the process as an end client unfamiliar it will be held again in the spring of 2016. ers working in non-English-speaking countries. The organization’s annual meeting elected a new council, with chair Alan Lounds standing down to be replaced by Stephen Waller. METM 2015 will be held at the University of Coímbra in Portugal.

Outgoing Mediterranean Editors and Transla- tors (MET) chair Alan Lounds (left), Christiane Nord (center) and MET member Sarah Griffin-Mason (right).

12 | MultiLingual January/February 2015 [email protected] News

Conference crowd in vendor display corridor. Photo by ICWE GmbH / Mark Bollhorst. Above: Elia group portrait under the Tuscan sky. Below: Villa Medicea “La Ferdinanda,” Tenth Languages & The Media near Florence; Bulls-Eye panel responds to audience comments. looks at technology The keynote was given by Robert The tenth Languages & The Media con- Lane Green, a correspondent for The ference took place from November 5 to Economist, who stressed the impor- 7 in Berlin. It brought together over 240 tance of languages as part of people’s participants from 37 countries. identity and pointed out how one In recent years, the flow of content thinks differently in different lan- has increased, and with it the demand guages. The program moved quickly for translation in the form of dubbing, from this large picture into the subtitling, voiceover, subtitling for the practical. Among the highlights were deaf and audio description. Technol- Roberto Ganzerli of Arancho Doc ogy has come to play an important role proselytizing about the importance when trying to catch up with these of creating a budget for the success changes. The latest technology trends of your business and Eef Blommaart’s in audiovisual language transfer were physics-defying demonstration of discussed at the latest Languages & The how, with MT, Yamagata Europe has Media conference, among them big data been able to work faster and provide and the possibility to save and store the better quality for their clients. content of live subtitling, which in the past couldn´t be saved and thus was lost for further reference. However, there is a need for quality control before adding this data to the pool of used texts. Cloud storage and data security was also brought up, as well as crowdsourc- EN15038:2006 Certified by LICS ing and if this should be considered a ISO 9001:2008 Certified by CERMET threat or an opportunity for the industry. Technical authoring Elia gathers in Tuscany for ECJK In house multilingual Elia’s Networking Days for the fall of LQA/DTP solution 2014 took place October 5-7 at the stun- ning Artimino Estate in Tuscany, Italy. The Medical translation Villa Medicea “La Ferdinanda,” located in Chinese GB the middle of olive groves on top of a hill compliance consulting overlooking Florence, provided attendees Mobile app with a fabulous Tuscan experience. Almost localization 100 people from all over Europe and beyond came to soak up the information, the atmosphere and the sun. Most were own- [email protected] ers or managers of their companies (60%), www.ezuserguide.com with sales or marketing personnel compris- ing the second largest segment (23%). www.multilingual.com January/February 2015 MultiLingual | 13 News

LavaCon conference About 300 technical communicators, managers, content strategists, user experience specialists, consultants and others de- scended on the Portland Downtown Hilton for the four-day LavaCon conference Oc- tober 13-15, 2014, during perfect autumn weather — bright sunshine, leaves in full fall color, warm but with a crispness in the air that reminds you that winter isn’t far away. From the food to the tweetups, from the daily keynotes and sessions to the kamikaze Andrea Ames, senior technical staff member and enterprise content experience lightning talks and virtual track, LavaCon strategist at IBM, addresses attendees. hit all the right notes. It combined work and fun in just the right mix, and drew many of publishing to user experience design and Kristina Halvorson got our creative the best and brightest in our field. writing skills. juices flowing with her talk, “Content Sunday October 13 was devoted to Monday through Wednesday, there Communication,” where she told us that Adobe Day in the morning and Acrolinx were five simultaneous sessions for most content strategists are really “content Day in the afternoon. The vendor days of the day, with daily keynotes where therapists, asking guiding questions of were intended to be thought-leader everyone gathered together in the Grand our clients.” presentations, which prompted further Ballroom. Andrea Ames kicked things off On Tuesday, Noz Urbina brought vir- discussions that carried over into the bar with “Forget Predict the Future — Create tual and augmented reality into the mix that evening. In addition, there were sev- the Future,” and got us thinking about in his talk, “Multi-Dimensional Content eral preconference workshops on topics taking control of our careers and creating Strategy: A Plan for Dodging the On- ranging from content strategy and digital the work we want. coming Train,” and talked about how we need to look at content in four dimensions (length, width, depth and time) so Featured Reader Profile that we can deliver content when, where, how and in the language that the cus- Nicholas Goh, Verztec Consulting, founder tomer needs. and CEO. Resides in Singapore. On Wednesday, Joe Gollner told us his “Secrets to Successful Content Initiatives”: ■ How did you get started in this industry? ■ Get together I have always loved to travel and to immerse ■■ Try before you buy myself in the various languages and cultures ■■ Leverage automation relentlessly of the world. I was working for a multina- ■■ Measure and analyze everything tional technology corporation before starting ■■ Break things into the smallest viable unit Verztec, and found that the first rule of Nicholas Goh (center, in red) with ■■ Articulate your process thumb in doing business globally is to respect family and colleagues. ■■ Build to last cultures and nuances. Only then can trust The Grand Ballroom also provided the be built and long-term working partnerships What do you like to do in your spare time? space for the virtual conference track, happen. Respecting cultures starts with the I golf occasionally with friends, go for jogs run by Phylise Banner and Joel Glickman. first, very basic step of communicating ef- and swim during my free time. I have four This was the first time LavaCon tried the fectively and localizing in the right way. We young children, three girls and a boy, and I virtual track, and it seemed to work well, have worked with many global corporations try to do activities with the kids so that we with Phylise and Joel sharing the com- that came to Asia and saw Asia, including can spend more time together. We go to the ments and questions from the virtual China, as one homogenous continent. Clearly, beach and the park to cycle. attendees. this is not so. Just by crossing the borders The kamikaze lightning talks and Kara- of a country, everything changes — cultures, Why do you read MultiLingual? oke on Tuesday night added an evening languages, food and business practices. We I read MultiLingual because of the interesting of levity and socializing to the mix. For believe that by helping our customers com- and informative articles, and to also get to the kamikaze talks, participants created municate well and effectively, especially in know more about the challenges and trends slide decks according to the rules of the emerging markets of the world, we can help happening around the world from other lightning talks (20 slides, 15 seconds per them have more success. fellow members of our industry. This way, we slide). Then Rhyne Armstrong and Roger can also help our customers better and con- Renteria mixed them up and we pre- How long have you worked in the industry? tinually look at ways to innovate and improve sented someone else’s slides, which we’d I have been in the localization industry since ourselves in terms of technology as well as never seen before. It was a fun skill test 2000, for over 14 years now. internal processes. and resulted in a lot of laughs. — Kit Brown-Hoekstra, Congenesis

14 | MultiLingual January/February 2015 [email protected] News

Unicode conference looks at typefaces, testing and more The 38th Internationalization and Uni- with Unicode, internationalization and region-specific subsets, have been billed as code Conference (IUC) was held Novem- the Unicode Common Locale Data Re- “a font solution for more than 1.5 billion ber 3-5, 2014, in Santa Clara, California. pository (CLDR) project. The work for this people.” Tex Texin (Xencraft) and Craig R. The conference looked like a reunion started about 20 years ago at IBM. ICU Cumming (Informatica) presented their of old friends, the people behind Unicode supports the latest versions of Unicode comparison of JavaScript libraries and the and Internationalization who not only and CLDR. current results of their tests. designed and implemented it, but pro- One of the conference highlights was PayPal decided to present attendees moted Unicode and internationalization “Shaping in the Post-tofu Era” by An- with the ultimate nightmare of address- for many years in their organizations and drew Glass of Microsoft and John Hud- ing standards and formats. Erwin Hom beyond. The conference focused this year son of Tiro Typeworks, which discussed and Aarti Ashok discussed the problems, not only on Unicode and its implementa- the development of a universal shaping challenges, tools and technologies PayPal tion but on software and web globaliza- engine. This shaping engine promises to developed to deal properly with address tion. Internationalization experts, tools considerably speed up rendering of new standard and format. vendors, software implementers and scripts on Windows 10. It makes use of The presentations also discussed inter- business and program managers from Unicode script properties on shaping, nationalization testing. Alolita Sharma around the world were brought together and will be based on a forthcoming presented how Wikipedia, with limited to learn. It was a good opportunity to OpenType specification. resources, is doing internationalization learn about new technologies, develop- Ken Lunde of Adobe presented two and localization testing, including au- ments, implementations and features in talks on the development and release tomated testing, unit testing and so on. the Unicode and CLDR. of the world’s first open source Pan- Kat Momoi described how Google tests The main conference started with a CJK typeface families, a joint venture mobile, including what is important and keynote by Mark Davis of Google, Uni- by Adobe and Google. The fonts were what is not. code president and co-founder. Davis released under the names Source Han This year the Bulldog Award, an award discussed where emoji came from, why Sans (by Adobe) and Noto Sans CJK (by for “outstanding personal contributions they have become so popular, where Google). These free typeface families, to the philosophy and dissemination of they’ve missed the mark and what the which are being made available in several the Unicode Standard,” was given to Shri- future will bring. deployment configurations including ramana Sharma and to Laurent, iu Iancu. Other notable presentations included Addison Phillips of Lab126 in Amazon giving a status report on the multilingual web. Adam Asnes of Lingoport moderated a panel about global companies adopting quality globalization. Gary Lefman (Cisco), Michael Kuperstein (Intel) and Xiang Xu (PayPal) shared their experience from using an internationalization static code analysis tool (Globalyzer of Lingoport) — the methods, the work with the development teams, the cost and the return on investment. Markus Scherer of Google presented what is new in the International Com- ponent for Unicode (ICU), the most com- Above: The audience at Mark Davis’ opening keynote. prehensive library in existence dealing Below: A panel discussion; Unicode president Mark Davis is introduced.

www.multilingual.com January/February 2015 MultiLingual | 15 News

Business remain separate and unique to focus on Localization Training rebrands its key account base such as industrial Localization Training LLC has re- Vocalink opens Louisville office manufacturing for SH3 and software, IT branded its e-learning portal. The com- Vocalink, a language services provider, and life sciences for Argos Multilingual. pany provides training for professionals has opened an office in Louisville, Ken- Argos Multilingual in the internationalization, localization, tucky. The company hired Bill Essington www.argosmultilingual.com globalization, translation, documenta- as the branch manager and sales director SH3, Inc. www.sh3.com tion and software engineering fields. for the new location. Localization Training LLC Vocalink www.vocalink.net Lionbridge acquires http://l10ntrain.com CLS Communication Kilgray changes website Lionbridge Technologies, a provider of Ciklopea opens Belgrade office Kilgray Translation Technologies, a de- translation, localization and globaliza- Ciklopea d.o.o., a provider of trans- veloper of translation productivity tools, tion solutions, has announced a definitive lation, interpreting, localization and has changed its website to feature its agreement to acquire CLS Communica- consulting services, has opened an office translation technology solution, memoQ. tion, a provider of translation solutions. in Belgrade, Serbia. The company head- The company has also been certified as Lionbridge www.lionbridge.com quarters are in Zagreb, Croatia. an ISO 9001:2008 quality management CLS Communication AG Ciklopea d.o.o. www.ciklopea.com standard compliant organization. www.cls-communication.com Kilgray Translation Technologies Hispano Language Advisory moves www.kilgray.com Andrä AG website revised Hispano Language Advisory, a provider Andrä AG, developer of the enterprise of services such as translation, desktop Argos Translations buys SH3 translation management system ONTRAM, publishing, localization, technical writ- Argos Multilingual, a provider of has completely revised its website and soft- ing and text review, has moved to a new global language services, has rebranded ware solution user interface. The makeover office space. and bought SH3, Inc., a translation ser- also includes functional additions. Hispano Language Advisory vice provider. Each company brand will Andrä AG www.ontram.com www.myhispano.com

16 | MultiLingual January/February 2015 [email protected] News

Recent partnerships and clients ing the group’s analysis of competing features include a centralized dictionary ■■ De Lijn, the Flemish public transport software solutions in a specific category functionality and compatibility with new company, has selected SDL Web and SDL’s of language technology. authoring environments. translation management technology for Common Sense Advisory, Inc. Etteplan | Tedopres, Inc. www.tedopres.com the creation of a new website and to www.commonsenseadvisory.com provide multilingual content in Dutch, OneReview English, French and German. Book on marketing Cloudwords, Inc., an online translation SDL www.sdl.com tips for translators management platform, has introduced ■■ Lionbridge, a provider of translation, The Marketing Cookbook for Transla- OneReview, a centralized cloud-based re- development and testing solutions, has tors, by Tess Whitty, is intended to be a view platform, enabling all collaborators been selected by eBay as a partner for its guide for freelance translators. Written involved in the translation review pro- Cross Border Trade Initiative in Europe. in the format of a cookbook, each recipe cess to standardize and optimize reviews Lionbridge www.lionbridge.com contains a list of ingredients, action steps, across all content channels and agencies, eBay Inc. www.ebay.com resources and further actions. regardless of content type or file format. ■■ Locordia Communications, a pro- Marketing Tips For Translators Cloudwords, Inc. www.cloudwords.com vider of language services, has been http://marketingtipsfortranslators.com selected to provide translation services LingoTM for the Belgian Superior Health Council. Translation glossaries Transenter, a provider of language Locordia Communications Inbox Translation, a provider of lan- services, has launched LingoTM, a trans- www.locordia.com guage services, has put together a list lation memory (TM) plugin software. The ■■ Vimeo, a video-sharing website, has of over 3,000 translation glossaries. Split software uses smart match technology to chosen the Amara captioning and sub- into 120 categories, each entry is accom- turn fuzzy matches from the TM into full titling editor from Participatory Culture panied by a short description. matches. Foundation. Inbox Translation Transenter http://transenter.com Participatory Culture Foundation http://inboxtranslation.com www.pculture.org MadCap Lingo 9 ■■ Eriksen Translations Inc., a language ebook on project management MadCap Software, Inc., a multichannel services provider, has partnered with The ebook, How to manage your Trans- content authoring company, has released Accent Ace, a communication skills bou- lation Projects, by Nancy Matis, is avail- MadCap Lingo 9. The latest version in- tique specializing in speech training for able as a digital download in English and cludes a live preview translation editor nonnative English speakers. in print in French. The author suggests a and translation memory metadata and Eriksen Translations Inc. www.eriksen.com practical approach, based on an analysis cleanup. ■■ Safaba Translation Solutions and of the project life cycle. MadCap Software, Inc. XTM International, a developer of XML Nancy Matis SPRL www.nancymatis.com www.madcapsoftware.com authoring and translation tools, have announced a technology partnership. Products and Services Termcheck 2.0 Safaba Translation Solutions Janus Worldwide Inc., a language www.safaba.com XTRF 2014 Autumn services provider, has released Termcheck ■■ XTM International and *instinctools XTRF Translation Management Systems 2.0. The new version supports a flexible GmbH, a provider of information manage- sp. z o.o., has released XTRF 2014 Autumn. capitalization check feature and updated ment solutions, will combine XTM’s trans- The latest version includes updated and error report structure and word forms lation management software with the additional features in the Vendor Portal terminology verification. DITAworks content management system. and a new customer notification widget Janus Worldwide Inc. www.janusww.com XTM International www.xtm-intl.com called Landing Card. XTRF Translation Management TMS Live relaunch Resources Systems sp. z o.o. www.xtrf.eu Common Sense Advisory, Inc., has re- launched TMS Live, an interactive tool Reports on working in the cloud, Tilde MT enabling companies to identify and com- using a new level of market research Language technology company Tilde pare the translation management system Common Sense Advisory, Inc., an inde- has integrated machine translation (MT) options that best meet their requirements. pendent market research firm specializ- services, terminology services and a li- It has information on the features and ca- ing in the language service industry, has brary of multilingual data into a single pabilities of more than 20 systems. published a brief that advises reviewing online platform called Tilde MT. Common Sense Advisory, Inc. cloud-based tools not just for translation Tilde www.tilde.com www.commonsenseadvisory.com functions and performance, but also for IT concerns such as reliability, availability, HyperSTE 6.0 EMTGlobal 4.0 scalability and security. Etteplan | Tedopres, Inc., a provider of Safaba Translation Solutions has re- Common Sense has also published a technical documentation and transla- leased EMTGlobal 4.0, the latest version report using MarketFlex, a data visualization services, has updated HyperSTE, its of the company’s enterprise machine tion with written assessments, document- simplified technical English checker. New translation technology. Updates include www.multilingual.com January/February 2015 MultiLingual | 17 News

user-initiated adaptation and new fea- connects to the company’s translation People tures that support managing operations management system Transplicity to allow in large-scale deployments. process automation and content reuse. Recent industry hires Safaba Translation Solutions Sajan www.sajan.com ■■ Lingotek, a developer of collabora- www.safaba.com tive translation technology, has hired Kirk GlobalNLP Langston as vice president of sales. Globalese 1.5 LinguaSys, Inc., a provider of multilin- Lingotek www.lingotek.com MorphoLogic Localisation Ltd., a pro- gual human language technologies, has ■■ delsurtranslations, a language services vider of translation, localization and ma- created a new application programming provider, has hired Yanina Golocovsky as chine translation solutions, has released interface portal. GlobalNLP is designed vendor manager and Carolina Zoireff as Globalese 1.5. Updates include enhanced to enable software developers to un- in-house linguist. quality estimation matrices, integration derstand and extract meaning from un- delsurtranslations features and a new application program- structured or conversational text across http://delsurtranslations.com.ar ming interface. languages. ■■ Sajan, a provider of language ser- MorphoLogic Localisation Ltd. www.mloc.eu LinguaSys, Inc. www.linguasys.com vices, has hired Clio Schils as vice president, global life sciences. LookUp knowledge module New translator workbench, Sajan www.sajan.com D.O.G. (Dokumentation ohne Grenzen) Open Data Initiative ■■ TransGlobe International Ltd., a Bul- GmbH, a provider of translation, docu- Gengo, Inc., a web-based human garian language provider, has announced mentation and software services, has translation platform, has created a new that its quality control manager, George added a knowledge module to LookUp, translator workbench and started its own Simeonov, will become director of busi- its web-based terminology management Open Data Initiative. The data provides ness development. system. The new module offers an unlim- real information on support, translation TransGlobe International Ltd. ited number of individually configurable quality, speed, capacity and overall per- http://transglobe-bg.com fields and supports various export for- formance of its platform. ■■ Kilgray Translation Technologies, a mats of TBX and Excel. Gengo, Inc. http://gengo.com developer of translation productivity tools, D.O.G. (Dokumentation ohne Grenzen) GmbH has hired Bryan Montpetit as vice president www.dog-gmbh.de Smartling custom workflows of sales and marketing. Smartling, Inc., provider of a cloud- Kilgray Translation Technologies SiteSync based software platform, has added a www.kilgray.com Sajan, a provider of language services, custom workflow functionality designed has rebranded and introduced SiteSync, to enable companies to manage complex Announcements its website translation management and translation processes in-house. hosting technology. The new technology Smartling, Inc. www.smartling.com Global Language Solutions celebrates 20 years Global Language Solutions, Inc., a provider of services such as document translations, website localization, multilingual typesetting/graphic design, conference interpreting and voiceovers, is celebrating its 20th year in business. Get your free trial license! Global Language Solutions, Inc. »star-group.net« www.globallanguages.com Language Inc. celebrates 10 years Language Inc., a provider of language services such as project management, quality assurance, editing, proofreading and copywriting, is celebrating its tenth year in business. Language Inc. www.language-inc.org e-mails are fun again Certifications HansemEUG EN15038 certified HansemEUG, Inc., a provider of local- ® ization solutions, has received EN15038 MindReader for Outlook certification. The company has also added Quick and consistent e-mail communication. Malagasy to its list of translated languages. HansemEUG, Inc. www.hansemeug.com

18 | MultiLingual January/February 2015 [email protected] January Globalization and Localization Association www.gala-global.org/conference

Agility and Scalability in Localization Calendar January 15, 2015, San Jose, California USA. Sixth Annual Translation Conference International Multilingual User Group March 23-24, 2015, Doha, Qatar. www.meetup.com/IMUG-Silicon-Valley/events/182004212 Translation and Interpreting Institute, www.tii.qa/conference

TC Camp Unconference Intelligent Content 2015 January 24, 2015, Santa Clara, California USA. March 23-25, 2015, San Francisco, California USA. Single-Sourcing Solutions, Inc., Leximation, www.tccamp.org Content Marketing Institute www.intelligentcontentconference.com Translation in Transition January 29-30, 2015, Germersheim, Germany. The Translation and Localization Conference Johannes Gutenberg-Universität Mainz March 27-28, 2015, Warsaw, Poland. www.tt2015.fb06.uni-mainz.de Localize.pl, TexteM, Wantwords, Big Talk School www.translation-conference.com 7th International Conference of AIETI January 29-31, 2015, Málaga, Spain. MONTEREY FORUM 2015 Iberian Association of Translation and Interpreting Studies March 28-29, 2015, Monterey, California USA. www.aieti7.es/web/index.php/en Monterey Institute of International Studies http://bit.ly/1w45oFb ALC Unconference January 29-31, 2015, Carmel, California USA. April Association of Language Companies www.alcus.org/education/unconference/unconference.cfm MadWorld 2015 April 12-14, 2015, San Diego, California USA. February MadCap Software, Inc. www.madcapsoftware.com/events/madworld International Book Giving Day February 14, 2015, Global. LocWorld Shanghai IBGD, www.bookgivingday.com April 13-15, 2015, Shanghai, China. Localization World Ltd., www.locworld.com Global Linguistic Diversity and the Endangered Languages Project Elia Networking Days Lyon February 19, 2015, Mountain View, California USA. April 16-18, 2015, Lyon, France. International Multilingual User Group European Language Industry Association www.meetup.com/IMUG-Silicon-Valley/events/199459292 www.elia-association.org/Networking-Days

MIAM 2015 10th EUATC International Conference February 19-20, 2015, Ghent, Belgium. April 23-24, 2015, Lisbon, Portugal. University of Ghent, www.miam.ugent.be European Union of Associations of Translation Companies www.euatc.org/conference Monterey Institute Career Fair February 27, 2015, Monterey, California USA. ITI Conference 2015 Monterey Institute of International Studies April 23-25, 2015, Newcastle-upon-Tyne, UK. www.miis.edu/careers/events/fair Institute of Translation & Interpreting, http://iti-conference.org.uk

March 6th Language Creation Conference April 25-26, 2015, Horsham, UK. tcworld India CONLANG, http://conlang.org/language-creation-conference/lcc6 March 12-13, 2015, Bangalore, India. tekom, http://conferences.tekom.de/tcworld-india-2015/home Riga Summit 2015 April 27-29, 2015, Riga, Latvia. Google Translate Update Tilde, Meta-Net, LT-Innovate, http://rigasummit2015.eu March 19, 2015, Mountain View, California USA. International Multilingual User Group May www.meetup.com/IMUG-Silicon-Valley/events/213590012 EAMT 2015 GALA 2015 May 11-13, 2015, Antalya, Turkey. March 22-25, 2015, Sevilla, Spain. European Association for Machine Translation, www.eamt2015.org www.multilingual.com January/February 2015 MultiLingual | 19 20 T | been authored inFlare. WithMadCap’s entryintotheCAT tool be, sinceincreasing amountsofcontent tobetranslated willhave ity ofthemakers ofLingo. ultimately Adobe. Allthis is tounderscore thevision and capabil- RoboHelp priortobeingacquired by Macromedia and background, MadCap’s founders were theoriginaldevelopers of against muchlarger software makers suchasAdobe. Asabitof PDFs andsoon.WithitsFlare product, MadCapcompetesdirectly easily repurpose itacross multipleformats—Word documents, authoring, whichmeans thatwriters cancreate contentonceand to create complexdocuments, butitalso enablessingle-source manuals and software help systems. Flare not only allows writers need to create and maintain large sets of documents, such as user authoring tool Flare. Flare is typicallyused by technical writers who La Jolla,California.MadCapis bestknownforitssingle-source Lingo wascreated by MadCap,asoftware companybased in MultiLingual The average translator is likelynotaware ofFlare, butshould For those notfamiliarwith Lingo, here’s a bit of background: crowded pack. toward thefront ofanincreasingly MadCap Lingo9,whichmoves Lingo have beenbusy ontheirlatestversion, ment teamatMadCapSoftware. They Plenty, ifyou ask theLingodevelop- competitors andnewimprovements? so howmuchroom is there fornew (CAT) tool landscape is pretty full, Reviews The computer-aidedtranslation services since1994. provider of technicaltranslationandlocalization Translation, Inc.(ALT), aRochester, New York-based Scott BassisthepresidentofAdvanced Language January/February 2015 Basic tool providesimprovedintegration Reviewed byScottBass MadCap Lingo9

for Windows XP). Microsoft .NETFramework4.5.1(4.0 bit, includingallrequiredupdates. Windows 7orWindows 8,32or64 System requirements: month billedannually. 12-month subscription:$42per month billedsemi-annually. Six-month subscription:$50per Full license:$599. MadCap Lingo9 import filters putitonpar withorabove many ofitscompetitors. packages thattranslators caneasilyworkwith. tion andpreparation stepsforcontentauthors aswellproviding of howFlare works. Therefore, Lingosimplifies thecontentcollec- to successfullytranslate aFlare project requires in-depthknowledge to itsauthoringenvironment andextracting all content necessary content files. Theotherchallengeis thatFlare hasfiletypesspecific of themajorCAT tools have anoff-the-shelf filefilterforFlare seamlessly integrates withFlare is nosmall feature. To date,none use ofFlare forauthoring content,havingatranslation toolthat that hasinvested thetimeandeffort to adoptandoptimizethe important exception ofcontentwritten inFlare. For acompany this couldbeaccomplished withmostotherCAT tools, withthe for theirtranslation memories)withtranslation providers. Muchof termbases, whichtheycanexportandshare (alongwithTMXfiles bundles. Inaddition,theycanalso create andmaintaintheirown Lingo andpretranslate contentpriortosendingLingotranslation ment couldalso maintaintheirowntranslation memoriesusing tool thatsupportsXLIFF. This hypotheticaltechpublicationdepart- bundled inXLIFFformatandcaneasilybeimportedintoanyCAT service providers (LSPs)orindividualtranslators. Allthecontentis Lingo caneasilycreate translation packages tosendlanguage and feel. projects, even sharing asimilarinterface aswellgeneral look it also hastheaddedbenefitofworkingseamlessly withFlare Lingo 9 features such as segmentation rule editing and customized A technicalpublications departmentequippedwithFlare and SDL Trados, MemoQandWordFast. However, tures similartocompetitorproducts suchas creation process. Lingois aCAT toolwithfea- greater level ofcontrol over thewholecontent Lingo, technicalcommunicators gainamuch multilingual publishing. Incombinationwith and translation. Flare itselfis well-suitedfor ation ecosystem that includes both authoring of providing tools forthewholecontentcre - software companybegantopursue avision the ago, years market withLingo1over seven [email protected] Reviews

Figure 1: Live Preview in Lingo 9. Lingo 9 now supports over 20 new features; context is key, therefore the ability to off if there is no issue having string the most notable for translators include: preview translation in layout is a criti- length fall within specific ranges, oth- ■■ Machine translation (MT) plug-ins cal feature for translators. Lingo 9 now erwise your QA report will be bloated ■■ Live preview supports Live Preview for Microsoft with inconsequential items. ■■ Quality assurance (QA) reports Word and Microsoft PowerPoint files. The previous version of Lingo only ■■ Termbase importing Upon using this feature, I was imme- supported TBX-lite import and export. ■■ Exportable word count analysis logs diately reminded of the Flare authoring Lingo 9’s termbase now supports ■■ Multilingual project support interface and its XML Editor. In the importing of TBX, XLS, XLSX or CSV MT is being increasingly used as a Figure 1 screenshot, a Microsoft Word files, putting it on par with virtually any productivity enhancer for translators. document offers an example of the Live of the termbase tools on the market. As Lingo 9 gives users access to three Preview. a matter of fact, Lingo now manages publicly available MT sources: Google, The Project QA feature is easily resources in a more standardized fash- Bing and MyMemory. These are public accessed under the File menu. It refresh- ion by having incorporated a Resources versions, so users must be aware that ingly consists of one simple dialog with ribbon for managing translation memo- their content is being streamed over some interesting features (see Figure 2). ries, termbases and machine translation the internet, and thus security may be The Project QA carries out many of providers. Also of note is the addition an issue. But for rapid translation and the commonly automated QA features of a link to MadTranslations under post-editing (review of the machine- found in other tools, such as mismatch- the Resources ribbon, which leads to a translated content by a human trans- ing numbers; inconsistencies in the translation services page on MadCap’s lator), many users and companies will translation across repeated source or website. Yes, MadCap has joined the find Lingo a good option for kick-start- target segments; mismatching punc- service side of the business. With the ing translation work. One added feature tuation; and tag errors. Another nice services division, MadSkills, technical of the built-in MT functionality is the inclusion is to check for excessive writers have access to consultants who ability to do concordance searches on expansion or contraction in the target assist with setting up authoring projects MT results. This is a nice feature to have segment. This is helpful when doing in Flare. Now, for translation, the same to quickly check the accuracy of trans- translation of user interface (UI) strings individuals have a partner who under- lations across contexts in your content. in a resource file, for example. The proj- stands the authoring environment and File Preview has been supported since ect QA will generate a QA report. Like what it takes to support multilingual Lingo 5, and is an important quality many such reports generated by other publishing. assurance feature. One of the biggest CAT tools, there is the need to view the In keeping with its goal of becoming complaints about modern transla- results with the expectation that there an all-inclusive tool used throughout tion CAT tools is that the content is may be some false positives. The most the translation process, MadCap has no longer in the visual context of the common examples were in the size dif- improved support for one of the more published document. For translation, ference. This feature should be turned mundane steps in modern translation: www.multilingual.com January/February 2015 MultiLingual | 21 Reviews

counting words. Lingo always had the ability to count words, but now Lingo 9 makes that information more accessible by generating a log that can be exported to HTML or the XML format for use in third party systems. These systems can use that data for writing quotes (see Figure 3). This can be very cleanly imported in Microsoft Excel as a table. Looking through the tool, it’s pretty clear that MadCap has rethought workflows. Right from the start, the New Project Wizard has been completely rede- signed, and it now includes important metadata for organizing and tracking projects. You can now enter the domain of the content being translated and the client. You can also create multilingual projects. This is an important change, which now makes Lingo an option for LSPs that support multiple languages. It is apparent that MadCap is paying close attention to the translation industry. The firm may not be well-known Figure 2: The Project QA feature in Lingo 9. within the translation industry quite

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22 | MultiLingual January/February 2015 [email protected] Reviews yet, but it has a leading position and reputation among con- and foremost a software company that is poised to take a tent authors. Other translation technology firms should take meaningful position within the language space on both the note — to date, the majority of CAT tool makers originated software and services sides. Do not let the steady and deliber- from the language services side. In contrast, MadCap is first ate evolution of Lingo and MadTranslations fool you. M

(Left) Figure 3: Wordcount statistics report in Lingo 9. (Above) Figure 4: Lingo 9’s improved New Project Wizard.

www.multilingual.com January/February 2015 MultiLingual | 23 Off the Map Kate Edwards

The freedom of choice Column

One of the most fundamental aspects of by attempting to subdue the Scottish people. This yielded the humanity is the desire for self-determination war over Scottish independence, in which the historical figures William Wallace and Robert the Bruce were made famous (even — to be in command and control of your future more so through modern dramatizations such as the 1996 film and be free of external influences or distrac- Braveheart). The end result of the conflict was Scotland’s Otions. This is as true for countries as it is for freedom as a nation, a status that would persist until 1707 individuals. On September 18, 2014, the people when the Act of Union combined the Scottish and English crowns and created the political entity of Great Britain. of Scotland were given the opportunity to While Scotland thrived as part of Great Britain and then choose their future: to remain as part of the later the United Kingdom (which is the aggregation of United Kingdom or to find their own path as a England, Scotland, Wales and Northern Ireland), the distinct new sovereign nation, and I was there to wit- cultural identity of the Scottish people was never lost. Oftentimes, a cultural group eventually integrates and an ness the event. aggregate, blended culture results. This has happened in the United Kingdom to a degree, but Scotland’s will and vision As a geographer, I’m fascinated and compelled by self- as a distinct nation-state never really faded. Then toward determination and how a group of people combines their col- the latter half of the twentieth century, a rising dissatisfac- lective will to choose to move forward together as a country, tion with economic issues and the centralized government with all the powers and global representation it brings. On in London fueled the emergence of the Scottish Nationalist a more personal level, my ancestry is 75% Scottish and like Party (SNP). A devolution vote was defeated in 1979 but was many people born in the United States, I have a fascination followed by a successful vote in 1997, leading to the Scot- with my roots. So enamored am I with my ancestry that I even land Act of 1998 in which Scotland was put on the path to learned to play the bagpipes, and I drive a car with Scotland’s devolution and the return of more powers to the Scottish St. Andrews Cross flag on the roof. So my interest in Scot- parliament. land’s independence referendum was both professional and Fast forward to 2011 when the SNP achieved a majority personal. Ever since I became aware of the planned vote in presence in the Scottish parliament and the path was set for the fall of 2014, I made plans to be there in person to witness an eventual vote on independence. After vigorous negotia- democracy in action, and potentially the rebirth of a nation. tions with the UK government, the terms and date were set To set the context, let’s have a brief review of why Scotland for a referendum on September 18, 2014, and I decided that reached this point in its political history. Scotland has been effectively its own country for much of its long existence, stretching back to the ninth century when it was united under Kate Edwards is a geographer and the principal consultant a single kingship. The succession of that kingship would be of Geogrify, a Seattle-based consultancy for culturalization challenged over time, culminating with England’s Edward I and content strategy. She is also the Executive Director of the taking advantage of the confusion in the late thirteenth century International Game Developers Association (IGDA).

24 | MultiLingual January/February 2015 [email protected] Column this moment in history was too crucial And then came the most challeng- to miss. ing part of the experience: staying I arrived in Scotland on September up all night to anxiously watch the 17, 2014, and stayed with a good friend voting results. Will the sun rise on a of mine in Falkirk; she had struggled reemerged country of Scotland, or on a with the vote but eventually decided to United Kingdom that remains intact but vote yes because she felt it represented internally fractured? Hour after hour a more optimistic and promising long- slid by and we strove to stay awake. term potential for her nation and a The answer emerged by 7:00 the next strong break from the status quo, which morning: Scotland would remain part was chiefly characterized by too many of the United Kingdom, with a final local decisions being made by a distant 55% voting “no” and 45% voting “yes” government in London. The campaign — a margin that was closer than many in support of independence was simply Figure 1: Scotland Yes/No campaign sticker. expected, but not as close as the final the “Yes” campaign, countered by the Source: Kate Edwards. polls had suggested. “No Thanks” campaign that sought to Perhaps one of the most positive keep Scotland as part of the United positive political action, with so much outcomes of the Scottish independence Kingdom. optimism and yearning — even after referendum, regardless of whichever side The mood in Edinburgh on the eve having participated in many US elections one was supporting, was the remarkable of the vote was electric with a nervous and causes. demonstration of democracy. Scotland energy; the people knew the monu- One of the most surprising things to achieved a staggering voter registration mental stakes and given the surge in see at the pro-independence rally was rate of 97% of the eligible population, and the polls of the “Yes” camp in the few the great aggregation of similar causes the referendum saw 85% of those indi- weeks prior, there was a palpable sense that saw Scotland’s choice as a beacon viduals turn out to cast a vote. In the end, that independence could truly become of hope for their own aspirations. it was one of the most successful demo- a reality. Even The Economist magazine Representatives from around the world cratic actions in modern times, no doubt had a cover story the week before the were present, including regions with powered by an issue that the Scottish vote entitled “UK RIP?” similar independence hopes, such as people took very seriously and for which On the streets of Edinburgh, the Taiwan, Catalonia, the Basque Country they were impassioned on both sides. battle for mindshare was very overt. and Azad Kashmir. There was a per- To be in the midst of the process was Various stations were established on ception that if Scotland succeeded in a humble privilege. While the post- busy streets to make appeals to poten- its attempt at independence, it could referendum mood for independence tial voters, with a plethora of signs, open the possibility of a new wave of supporters on September 19 matched pamphlets, “Yes” and “No Thanks” stick- regional independence across the world. the gloomy, cool, wet weather, this ers and so on. Walking past residences Indeed, this was being taken seriously immediate outcome slowly gave way on the streets, one could find an array by other countries, as the government to a rising hope that this issue is far of signage for and against. of Spain was bracing for the outcome from over. As of this writing, the SNP The overall feeling was that the pro- and making it clear that they wouldn’t has seen their ranks swell by five times independence supporters were far more easily recognize Scotland’s sovereignty, their pre-vote numbers, making them apt to demonstrate their support, while on the basis of what that could mean the third largest political party in the the pro-UK adherents quietly held to for Spain’s own territorial integrity. The United Kingdom. There is a renewed their opinion and hoped for the best. government of Catalonia had planned sense of solidarity sweeping across Perhaps the best demonstration of this its own unsanctioned independence those who desire to see Scotland create was the pro-independence rally that vote on November 9, but has since its own path and some politicians are took place the evening of September delayed that plan. hinting that another referendum could 17. While some “No Thanks” supporters We left the rally and met up with come again much sooner than people had purportedly gathered leading up more friends to discuss independence expect. This is fueled in part by a wide to the vote, nothing was comparable to over drinks. The opinions for and frustration over Westminster’s pre- the display by those hoping for “Yes.” against were varied but unlike some vote pledge to devolve more powers to This rally in particular saw thousands of the political discourse in the United Scotland’s government that the London of people gather to celebrate the idea States (from my experiences), the con- government quickly started wavering of independence and make a very last versations were civil and well-crafted; over immediately after the vote. effort to sway undecided voters toward each side had valid reasons for taking The path forward will be an interest- a positive outcome for their side. Across the positions they chose. On the day ing one for Scotland, as well as the wide demographic lines, people joined of the vote, things in Edinburgh were other many regions of the world seeking together in a spirit of contagious hope pretty subdued; I visited a polling sta- self-determination. The message is clear: for what they perceived to be a far tion with my friend who cast her vote don’t get too comfortable with the better future for their country. From a and then we spent the day wandering world map “as is”; it remains as dynamic personal perspective, I cannot remem- Edinburgh and watching the democratic today as it has since the conception of ber ever being in the presence of such process in action. the nation-state. M www.multilingual.com January/February 2015 MultiLingual | 25 Perspectives Alison Toon

Going global via the cloud Column

We’re surrounded by cloud-based services today, them to the translator. We might as well just send the files to especially in our non-work lives. We use Gmail for the translator and retranslate the whole thing.” Remember. This was before 2000. However, it seemed blatantly personal email. We stream music from Pandora and obvious even then that there were tasks in the end-to-end trans- Spotify. We purchase books, and just about any- lation process that could, and should, be automated and made Wthing else, from Amazon on our phones or other mandatory. This included the use of TM, regardless of the size of mobile devices. We watch movies and TV shows on the project. It’s not only a matter of cost or efficiency, it’s a matter of the company voice, brand and style. It’s important! tablets. And it’s all done through the cloud. At the time I was part of a huge enterprise company. While that may suggest that we had unlimited budget and unlim- Small businesses are basing their whole technical infra- ited resources, believe me, we had zero! With one colleague, I structure on cloud-based services too, from accounting and researched and investigated what little technology there was relationship management to marketing and advertising. available at the time. Yes, there were desktop TM tools for Enterprises are relying more and more on cloud-based services translators. But there was zero automation for the rest of the as well — they are creating “internal clouds” within company tasks. This meant many things were far too manual, such as firewalls and datacenters for internal access only. extraction of content, conversion of file formats (UNIX used The term cloud-based really means that you can use software by developers, MS-DOS by translators, and yes, we needed to and storage as a utility: you pay for what you use, rather than worry about that), identification of component files in a web- building the infrastructure yourself. Instead of laying in the wires site by reviewers and testers (we had to treat a website just like for your home telephone service, you buy a smartphone. Instead a software product) and so much more. of connecting to cable TV, you subscribe to a video streaming We discovered a small startup called Uniscape that had service. So what is the difference with translation management? created translation workflow with TM and terminology. We Let’s take a trip back in time. Come with me; I was there. In negotiated a pilot and launched a do-or-die project: one lan- the 1990s, we, meaning the people who were thinking about guage, one release with this newfangled translation workflow translation back then, were starting to use translation memory technology. If we delayed the release of the Japanese website, (TM). It was a relatively new concept, and it wasn’t too popular it would have been… well, it would have been one of those with translators. I remember in my first translation manage- moments you remember throughout your career. ment role in the late ‘90s talking to the translation agency my Happily, it worked. There was definitely some behind-the- company had hired, and asking why they were not using TM for scenes “sneaker-net” going on, but for all intents and pur- the translation of our first company website. It was a website poses, we had created and piloted an end-to-end, automated for customers who had a support contract, and it was being translation workflow with integrated and shared TM, termi- translated into Japanese. There was very specific terminology to nology, human expert translators, in-country reviewers and a keep track of, along with regular, small updates to each page. (still-too-complex) process for linking the quality assurance The development team was providing the source files plus a process back to the component files. UNIX file that indicated the number of changes since the previous version — just the total changes, not where to find them! And yet, the language service provider (LSP) was refusing to use Alison Toon is the senior director of new markets for Smartling. She TM. I was horrified. Why? What was the excuse? has been working in the translation industry for two decades. She The LSP told me, “there’s too much overhead involved. We was previously responsible for building and managing Hewlett- have to load the files, run them through the TM and then send Packard's globalization program and translation technologies.

26 | MultiLingual January/February 2015 [email protected] Column

Over the years, the whole infrastruc- done, how important it was for global it possible. Talk to any CEO or employee ture grew and morphed from an exter- business — and we thought everyone of a cloud-based business, suggest that nally hosted and subscription-based else was doing the same. they use desktop translation tools, or service at Uniscape to a huge, company- Ooops. Not true. So who was doing manual extraction of content, or trans- mandatory and internally-hosted, it? A few teams or individuals with the late “blind” with no context, and they’ll datacenter-based system — though still vision to see that centrally-managed laugh you out of the room. Like offering managed by an incredibly small team of computer-aided translation technology is a landline connected through an opera- experts. Uniscape? They were acquired an essential part of the enterprise, and a tor at a local telephone exchange to and acquired again, now part of SDL. few high-level management teams with someone who’s already seen a smart- It was mandatory because we were the insight and trust in their experts to phone: it’s laughable. easily able to show our C-level execu- invest in the technology. Everyone else is Today, there is no excuse. You don’t tives that there is a very strong return still, even today, mostly using desktop TM have to be a huge enterprise to have effi- on investment for centralized transla- tools, very manual content extraction and cient, centralized translation management tion management. Not only is it the delivery processes, black-box LSP transla- technology with the ability to share TM, most efficient way to manage trans- tion or technology services. Even some terminology and style; to automatically lations, it also enables companies to huge manufacturing companies still have detect and extract content changes; and quickly reach new markets. It’s not a siloed and, in my mind, archaic translation to disperse content to every actor in the cost, it’s a revenue enabler. It’s some- processes. They are stuck in the 1990s, translation process. You don’t have to be a thing that each and every company heads down, focused on not missing the huge enterprise to simplify your transla- should be doing. deadline for that translated website — or tion work, nor to easily grow into new It was a similar story in the other product manual or marketing campaign. markets. You simply don’t have to buy or huge high-tech companies. We had And yet, look at what the new com- build or hire the infrastructure, the data- a small clique of peers, and we’d get panies and emerging brands are doing! center, the expert team. Every company, together and compare notes at industry Companies that have blossomed because no matter the size, can go global. We conferences. We talked about what we’d of the cloud, because the cloud makes indeed live in a cloud-based world. M

www.multilingual.com January/February 2015 MultiLingual | 27 Confidently implementing MT for eCommerce

Wayne Bourland and Deepak Nagabhushana Industry Focus

In today’s cloud-based world, many com- target, gives marketers website optimization capabilities to panies are changing their web content daily continually focus their online content and offers more relevancy to their customers, yielding greater conversion. or even multiple times per day. The rapidity of For our purposes, designing a test setup is fairly simple. content change is stretching marketing and go- First, you decide which language you want to test and have Ito-market teams even in the source language, the website content translated both through the traditional human translation process and by MT — likely post-edited and often breaks down when publishing region- MT. Second, you use test and target to send 50% of the visi- ally. Confounding the issue, online consumers tors to the human translation content and the other 50% of have constantly evolving needs and expect rel- the visitors to the post-edited MT content. At the same time, evant, even personalized content. When they you run a website survey for the visitors who get to see machine translated content, and you collect their feedback. don’t find it one place, they are willing to go Thirdly, you analyze the site traffic to each set, looking at elsewhere. Brand loyalty takes a back seat to the click through, click away and conversion for each. want-it-now mentality. Now that you have meaningful data, it’s time to build the business case. We already know the post-edited MT process Due to this, the desire of sales makers to harness the will be cheaper — how much so depends on a realistic judg- global reach of the internet is at odds with the tried and true ment of how good the quality must be — and we know that human translation workflow systems most companies have the process should be quicker, or at least it will be after historically used. Even so, marketing and localization teams post-editors get through the learning curve. So now we have are hesitant to trust machine translation (MT) to deliver to weigh those advantages against the test outcomes. expected quality, even though they understand the time advantage. BLEU scores and its ilk are meaningless when From testing to action seeking to gain confidence in automation — rather, forward- At Dell, we found that the key metrics between the test looking localization leaders have to speak the language of sets were essentially equal, meaning both types of transla- eCommerce. tion resulted in roughly the same customer behavior. Your The true potential of MT can be demonstrated using web results my vary, but the more tech-savvy your customers, analytics and A/B testing, which looks at two statistical the more likely it is that they will prefer function over form. variants in a controlled experiment. You need to present Even if post-edited MT is at a slight disadvantage, you have consideration and conversion metrics in terms that market- to consider that if the speed and cost advantages allow you ers and sales makers understand. A/B testing, or test and to localize more or get to market quicker, this will increase your revenue even with a slightly lower conversion rate. Addition- Wayne Bourland, senior manager, Dell global localization team, is ally, you can always go back and a leader with 20 years of experience. improve the translation for higher Deepak Nagabhushana has worked in localization for volume products. over ten years and is a localization production lead at Dell. After proving the benefits to our- Prior to his work at Dell, he worked for Intel, Oracle selves, we threw caution to the wind and NetApp. He holds a master's degree in nuclear physics. and moved French and German fully

28 | MultiLingual January/February 2015 [email protected] Industry Focus to post-edited MT. We stood back and leverage the same MT solution when partners to help shoulder the cost since waited for the world to end, but after two performing post-editing. We made a more often than not, the API would quarters of holding our breath with not number of stops along the way before benefit other clients. Even without a single escalation or complaint, we set finding the right fit. There is a large help, it doesn’t take many man hours an aggressive strategy and moved Dell. cadre of MT providers that do well to justify an integration over manual com product content to post-edited MT with a few languages, and you may workflow steps. On the plus side, once for all 27 languages (now 28) within a find yourself having to aggregate the integration is enabled, you can year’s time. It’s a great success story, several solutions to meet all of your plug the MT process into workflows as but it’s not as simple as it sounds, and language needs. Many companies needed, leaving off post-editing when there was a lot of groundwork to be do this with internal linguists setting quality expectations allow. It becomes laid first. Let’s look at some of the up and maintaining engines, but we just another workflow stage, like ven- steps and challenges to making this believe that solution often leads to dor authorization or applying TM. successful on an enterprise scale. a disjointed approach. We took the Because we demand a fairly high First, yes, there are tradeoffs. Now route of having one of our language quality product from post-editing, we is the point when everyone will say service providers (LSPs) source and test have the confidence to put the MT TM “see, I knew it!” MT technology has a number of technologies and finally into the sequence, where more often improved greatly over the past decade, than not, localization teams make but it still falls short of human transla- the decision not to leverage anything tion quality, and some languages are "Our early and misguided resulting from an MT workflow. Our just downright difficult for automated quest for error-free quality TM sequence goes something like this: solutions. However, we weren’t forced first the primary TM, then the second- to trade quality. We traded savings, wasn’t even achievable ary TM — the split between primary accepting a very small post-editing and secondary is more about manag- discount as the engines ramped up and in the days of human ing file sizes and making TM cleaning the translators made the transition. A translation" easier than it is about a difference in couple of years into the program we the content in each — and lastly the are averaging about a 20% discount MT TM, with no penalty. Of course, we on new words, and while that may settled on a single technology pro- only leverage the MT TM for the MT be small against what people expect vider that is able to develop engines workflow. We owe it to ourselves to to get in MT discounts, 20% of 60% for all of our required languages. This analyze what percentage of the lever- (the percentage of new words we’d be greatly reduces management overhead age is coming from which TM, but translating from scratch) of our multi- on our part, and vastly simplifies tool that’s a task for later. million annual word volumes still adds integration. up to a significant cost savings. Even with the right technology Quality concerns In addition, we have seen our aver- provider chosen, there are still a num- Quality is such a polarizing topic age turnaround time drop by more ber of hurdles to traverse: how you that we saved it for last. Perhaps we than 50%. That improved speed to integrate the tools; how you set up the are being presumptive, or maybe it’s publish is immeasurable in terms of translation memory (TM) sequence for just wishful thinking, but we will revenue potential, but certainly garners optimal performance; and determin- speak from the premise that everyone a great deal of goodwill internally for ing if you’re going to measure MT accepts that translation quality is no a process that inevitably gets pegged quality the same way as your human longer defined as error-free. Our early as a choke point for content release. translation workflows, to name a few. and misguided quest for error-free It’s unlikely we will gain much more Tool integration could make for an quality wasn’t even achievable in the in the way of cost improvements — it article or perhaps even an entire issue days of human translation with review is eCommerce, and while function may by itself, and is often dictated more stages, correction stages and spot be more important than form in cer- by IT constraints and legacy tools to check stages — and who has the time tain industries, there is still an expec- work around than it is by dollars or or money for that anymore anyway? tation of quality that can’t be ignored. know-how. We were able to connect While surprisingly we met little to no Nobody wants to buy something from our MT tool through a simple applica- resistance on the client side when roll- a company with shoddy content. Con- tion programming interface (API) to ing out MT, we did have to transition sumers around the globe understand our translation management system our translator workforce to the new and accept that content is translated, (TMS), which is already integrated paradigm. And, of course, when I say but they still expect a certain level of with key content management sys- we, I really mean our LSPs. dedication and investment in the local tems (CMSs). Content flows from the It’s no surprise that translators have market. Sadly, we won’t be putting raw CMS into TMS, out for MT, back for been resistant to post-editing. It means MT on the site anytime soon, at least post-editing and back into the CMS a significant shift in how you approach not outside of support content. with no manual steps outside of the your work, and it often comes with One way to mitigate the potential actual post-editing itself. increased time pressure and lower rates quality tradeoff is choosing a strong Integration costs were minimal, per word. Again, patience and an open MT provider. All of our vendors and oftentimes we could convince our relationship with our partners paid off www.multilingual.com January/February 2015 MultiLingual | 29 here. Starting with small, often as low as 5%, discounts, and in many cases no discounts, we allowed translators to ease into the new work style. We also gave them confidence that we were spearheading into a brave new world with them, versus just trying to squeeze them for all they are worth. We focused on measures that demonstrated increased productivity versus relying on automated scores of automated processes. We measured quality the same way as the traditional workflows, in that we looked for linguistic errors and readability of the final product versus paying too much attention to the quality of the MT output alone. At the end of the day, it’s not linguistic analysis, automated MT scores or even the irrational complaints of internal clients that provide a true measure of your quality. Rather it’s the end client who comes to your website and decides to either buy or move on that should determine your quality standard. Cus- tomer behavior and acceptance is the hardest of all of these to measure, but it’s worth the effort. Based on our experience, it appears that MT can be leveraged successfully for eCommerce, and it can be done with confidence. However, it takes a slow and thoughtful approach. We weren’t slow in rolling out MT, but we were slow in our savings expectations. We took the time to prove the value in terms that make sense to our internal clients, and we partnered with our suppliers to make this transition in a way that didn’t alienate the critical success factor in all of this, which is still the translator. Quality is more and more about balancing output with utility, and if this is done successfully, you can leverage MT across your content stack. So what’s next, and where do we go from here? For us, it’s moving MT further into the pure marketing content realm. It won’t be easy, and it won’t show savings results soon. We plan to start leveraging the MT workflow with no discount to acclimate our supply chain. We also have to gain the confidence of marketing teams, teams that already press us hard for better quality. The irony is, we already get complaints like “this looks like it was machine translated,” when it’s not, so what’s the harm in using MT in actuality? M

30 [email protected] Industry Focus

Cloud capabilities raise buyer expectations

Semir Mehadžic´

Cloud computing is changing our lives. It has was simply never cheap. Servers required facilities, hard- already started changing the industry we work ware, software, staff and maintenance, and the price for setting them up within the company premises could only have in. Soon, offering cloud-based translation solu- been substantial. tions will mean more than just having trans- Additionally, when these companies outsourced transla- Clation tools in a web environment or moving tion projects to agencies, it always seemed as if those files machine translation engines to the cloud. The had been put into a closed box. The customers could never see who was doing their translations, for what price. They changes will be deeper, more significant and couldn’t see what the status of their project at any par- might even redefine the relationship between ticular moment was. The translation industry was a proper translation providers and buyers. example of an “information asymmetry” business. On top of all of that, this process demanded constant file exchanging, The powerful functionalities found in cloud products emailing and language resource synchronization or parallel elsewhere will inevitably influence the customer expecta- maintenance. tions when dealing with translations. Static, noninterac- And then the cloud came. For translation tech compa- tive, file-based or email driven processes will simply not nies, a new playground without any of these infrastructure be enough any longer. Translation buyers will expect more. or process-related restrictions suddenly opened up. Among But what could this “more” be? Among other things, the all the cloud-based TMSs, translation tools, marketplaces translation business can become more transparent, secure and other innovative concepts that sprang up, our company and cost-effective for all parties involved, without any file took the approach of making the translation process fully exchanging, emailing or other decentralized activities. More internal for clients. They could have the option of working importantly, we may witness a new trend of end-clients with external resources without assigning the management mixing or alternating translation providers as they see fit, of a company’s linguistic resources to those third parties and depending on the requirements of each and every project. thus creating security risks. The interactions between translation providers and custom- This concept materialized into a product called Transla- ers will change if powered by cloud technology. This forecast tion Framework. This was a closed translation system that is not a mere speculation — all of the above has already been could be used by companies to order and manage transla- happening to some extent. tions. Translators could also work in it at the same time. Not so long ago, internal translation departments exclu- It contained a TMS, computer-aided translation (CAT) tool sively used desktop or server-based translation management and a terminology tool, and was intentionally designed for systems (TMSs) and tools. Despite numerous solutions being manufacturing companies and not translation agencies. available to customers, almost all of them seemed more suit- able for translation agencies than client companies. Also, with traditional translation technology, additional users in a company almost always meant having to purchase more software licenses, which inevitably drove the translation Semir Mehadžic´ is a translation technology technology costs through the roof. However, the core prob- specialist at Text United and a Bosnian language lem that caused this was not with translation technology moderator for Microsoft localization projects. companies but elsewhere — traditional server infrastructure He holds an MA degree in translation.

www.multilingual.com January/February 2015 MultiLingual | 31 Industry Focus

What was planned using a couple of them on quite a reg- without relaying exactly why they can versus what happened ular basis to translate occasional files be useful, especially to those customers The target companies for this with the translation tools integrated that pay little attention to translation experimental idea were those work- in the system or to have an overview processes within their companies. It is ing in high-tech industries. The first of all the ordered translations listed the umpteenth proof that the transla- ones started using the system in 2011. in one place, in real time. Eventu- tion technology industry tends to be In the beginning they used it as was ally, several customers realized that too technical in its approach, and too intended — for internal translations, these translation features are indeed focused on selling features instead of for outsourcing jobs to our translation useful. Clients could search for the benefits. For example, many customers services department, or both. But soon translation of company-specific terms did not know that specific features or the customer behavior showed patterns and sentences, or track old projects translation systems in general could that had not been anticipated. in the archive. They also discovered help them, until they had actually While analyzing the end-client transparent translation processes. For used them in everyday situations at requirements, we often found clients the first time, they could see who work. It is only then that they can who said they did not need a trans- was doing their translation, check the connect their productivity with the lation system at all, only translation cost structure and even translators’ benefits of translation technology. The services. They mostly viewed transla- public profiles and references. And previous examples of user behavior tion as a simple “text in, high-quality lastly, they were able to include their can corroborate such a claim. And text out” process, with no interest in employees or partners from abroad precisely because of this, the fact that participating in the process. To accom- into the translation process too, and cloud-based systems seem to facilitate modate those companies, a free ver- ask them to do the in-country review the user onboarding is of paramount sion of the tool was created — allowing of the translated content, all within importance. Cloud-based translation them to use the system just to obtain the system. All of this might suggest systems easily create a user experience translation services. For development that affordable tools, enabled by the that exceeds customers’ expectations reasons, this free version still had to cloud, can effectively bring translation from translation tools, in terms of include basic translation management technology much closer to companies simplicity and functionality, making it functionalities. This little “bonus” was and, consequently, encourage them to more natural for them to adopt trans- not considered a problem, as these become active users. lation technology. clients showed no interest in using This might also indicate another One would think that surprises might translation systems anyway. thing — the concepts that the transla- stop beyond the entry-level clients. But However, as these functionalities tion community takes for granted are the more technically advanced clients were right there, at their fingertips, often not familiar or natural-sounding who used our tool as their internal some clients gradually started noticing to an “average” client. Our industry translation system offered an even more them. After awhile, they even began promotes translation systems, but important insight. For them, all the system features were unlocked and available for an unlimited number of users. In spite of this, these clients usually constrained themselves to using only a fraction of these features. At least, that is how it was in the beginning. For example, some companies started out by sending translations to our translation services department. We then assigned that job via the cloud to verified technical translators registered in the database. Since it was all done within one system, the client was able to see who was selected for the job, monitor the status of the project and check the exact cost structure. However, at one point in time, a “direct outsourcing to freelancers” feature became available to the clients too, right in their accounts. Thus, they were able to send smaller translation jobs directly to freelancers, without contacting us at all. They just had to enter the email address of a registered freelancer instead of an internal translator while creating the

32 | MultiLingual January/February 2015 [email protected] Industry Focus

account since the files for translation, INTERNAL FREELANCERS AGENCIES (TU) IN-COUNTRY TRANSLATION TERMINOLOGY translation memories or terminology REVIEW MEMORY cannot be exported from the system ROSENBAUER by unauthorized users. Everything SWARCO is done and monitored in real time, ETA owing to the cloud — for instance, clients can see the progress percent- ZÜND age or even the translation segments SANDVIK as they are entered by translators in BERTSCH real time. On the other hand, transla- SWISSQPRINT tors working together on a project METZ AERIALS can immediately reuse translated HOLZ-HER segments or terminology the second TÜV another translator commits them to BAUMIT the system. Another important part of SCHRACK our business model was that all translation providers (internal, freelancers Figure 1: Survey results for how manufacturing clients choose to use one cloud-based translation tool. or agencies) be able to register, receive jobs and use the translation tools free project, and he or she would be added lower costs, while skilled freelancers of charge. This ensures that the best to the project and would be ready to received jobs from trusted clients with- possible translation resources are start working immediately. out paying anything for this privilege. always available for a client, without It was not long before a few clients Last but not the least, our company being chased away by license fees or realized this, not minding the fact obtained valuable feedback on which other limitations. that the feature was far from being direction to go with our technology. The cloud undoubtedly brought two prominent. Although direct outsourc- important benefits: it made translation ing required an extra effort from them A new approach to systems more appealing to “entry-level” — they had to organize projects them- doing translation business clients and also provided unique, new selves instead of just handing them It was important for us to allow functionalities to the more advanced over to an agency — they thought it clients to send jobs to their internal users. In practice, this resulted in what was well worth the effort. By cutting translators, freelancers or agencies, might become a new approach to doing out the middle man, these companies who then have to log in and translate translation business — clients are able managed to speed up the translation within the system. With this concept, to explore different translation work- process, find qualified translators and no content ever leaves the client’s flows and mix internal and external lower their translation costs. It gave them power to choose the appropriate cost/benefit ratio for each individual project, depending on the time or budget they had at their disposal. Since the clients could see which freelancers had translated their content before, all they had to do was to look these freelancers up in the system, contact them directly and pay directly afterward. Clients even started inviting their preferred freelancers to register in the system, so that they could continue working together. More difficult projects, such as those with complex file formats or desktop publishing work, still required the assistance of experienced translation specialists. But even with that limita- tion, the direct outsourcing option still proved to be a massive resource-saver, at least for smaller projects or those with the most common file formats. Interestingly enough, the direct outsourcing feature benefitted all parties involved — clients could get smaller translations faster and with www.multilingual.com January/February 2015 MultiLingual | 33 Industry Focus

translation providers as they see fit, ■■ Using the central translation within their company and, especially, while the translators have free tools to memory server the subsidiaries abroad. translate, even with everyone still using ■■ Using the central terminology Perhaps the most striking finding is the same translation infrastructure. repository that, out of 12 companies listed in Fig- Now, this will certainly lead to an So, what do these results tell us? ure 1, there are so many different uses important question being asked — just We can see that 33% of the surveyed of the system. Each company created how much of this is applicable or companies have already adopted the its own mix to fit its translation needs. viable on a more general scale? The “outsourcing to freelancers” feature, Of course, even those usage scenarios available data and concrete evidence despite the fact that this is quite a that look identical on paper are in real- suggest that it might be. Our company recent functionality. Secondly, the ity probably different from one another carried out an analysis among the survey has confirmed some patterns due to different processes and internal companies using our Framework, with that are already known in our indus- procedures. the results published on our website try — the majority of companies still It appears from our survey results in September 2014, to determine how use the services of translation agen- that a centralized cloud translation exactly the major clients are using the cies. But this seems not to be enough, system gave these companies indepen- Framework and who they send trans- as more and more companies have dence they did not have before — they lation jobs to through it. The survey strengthened their internal translation are now able to mix providers, while included clients that used both the free capacities, at least for language com- still using the same translation tools, and paid editions of the Framework binations and markets that they work data and environment. With the previ- — editions differ only in the monthly with the most. Particularly interesting ous examples, we saw how advances in quantity of text that can be translated is the case of one company from the technology can effectively change the through the system, ranging from list — it has totally internalized its way translation services are provided 10,000 to unlimited. The results are in translation process, avoiding external and, more importantly, how companies Figure 1, indicating which clients use translation resources altogether. The can use translation technology in a the following features: reason for this decision, as the com- more customized way. ■■ Using the system and translation pany's management explained, is the tools to do translations internally fact that they have unique products Cloud technology and its effect ■■ Sending translations directly to and terminology which simply could on translation buyer experience freelance translators not have been translated adequately The cloud is not only improving ■■ Sending translations to Text by anyone outside their company. different areas of human activity, United or its partner agencies They then decided to find a transla- such as technology products, software ■■ Sending translations for an in- tion system that would integrate into development or communication — it country review, done within the sys- their content creation process, but also completely changed the way things tem by their employees abroad allow them to translate everything are done today. Everything seems to be quicker, more customizable and more efficient. The cloud has already become the main tool for an ideal holistic marketing concept with its increased efficiency and just-in-time information sharing. With real interaction and speed, it has brought the customer relationship model to another level. Consequently, raising customer expectations in terms of flexibility, transparency and excellence through the use of the cloud will slowly raise expectations regarding translation processes too. Customer experience in translation- related activities will certainly need to get much better than it is now in order to keep the translation buyers satisfied. Translation business needs to have more speed, more flexibility and more real-time interaction. The model that we have described in this article is only one approach to achieving this. It is reasonable to expect that other translation tech companies will soon create similar arrangements, probably developing them even further. M

34 | MultiLingual January/February 2015 [email protected] Industry Focus

Running your entire business economically in the cloud

Tony O’Dowd

When you are an entrepreneur, you have big the latest customer relations management (CRM) system or ideas. You want to streamline your business and get your sales team to track their leads and opportunities in a sales management system, so you can better manage your drive sales through the roof. But to get there, sales cycle. However, if you have no one on staff with the your ideas need business applications, and busi- expertise to install these systems, or the servers and database Wness apps have always been expensive and com- system required to run them, in this world of complexity, plex to install, configure and manage, especially your small business doesn’t stand a chance.

when you are starting out with limited cash The solution resources to get your business off the ground. Cloud computing can provide a better and more efficient way to run your business. Instead of running business appli- However, cloud-based business applications have the cations yourself, you can run them from a shared data center potential to redefine the way companies use their IT systems in the cloud. These data centers contain all the servers and and grow their business. While previously mired in a world IT expertise needed to manage business apps and keep them of technical complexity and surrounded by expensive IT updated with the latest versions. Just like a utility, you plug staff and computer equipment, modern entrepreneurs can in the app and use it instantly. now deploy cloud-based business applications in a matter of A simple comparison can be made with Gmail. Gmail minutes and at a much lower cost — freeing them and their users do not need to install servers and storage, don’t worry resources to focus on what they are good at: growing and about upgrades and maintenance cycles, or need a technical developing their business idea. team to keep it running 24 hours a day, seven days a week. Behind each business app is a world of complexity. Tradi- The data center run by Google provides all this hardware, tionally, these applications required a data center with office software and technical expertise instead. All you do is log space, power, air conditioning, bandwidth, networks, serv- on, customize it and start using it. ers, storage and a complicated application stack, as well as Cloud computing is also changing the way we think about a team of experts to install, configure and run them. This is software, not just for consumer or smaller applications, but even without considering development, staging, production also for large-scale business applications. This is referred to and failover environments. as enterprise cloud computing, which involves running large In many scenarios, when there was a problem you called enterprise scaled applications in data centers and accessing technical support and hopefully they would fix it, but this them through the cloud. usually ended with time wasted and a very frustrated user. Businesses are running all kinds of apps in the cloud these Even new software updates had the potential to bring the days — accounting, human resources, CRM, email, banking whole system down. — including their own custom-built apps. Why? Because you This was just for one business application. When you multiply these headaches across a dozen or so applications, it’s easy to see why the biggest companies with the best IT Tony O’Dowd is the founder and chief architect of departments aren’t getting the service they need to develop KantanMT.com, a cloud-based statistical machine their business ideas. translation platform. The founder and previous CEO As an entrepreneur, growing your business is very impor- of Alchemy Software Development, Tony has over 25 tant and to help do this efficiently, you might like to install years of experience in the language services industry. www.multilingual.com January/February 2015 MultiLingual | 35 Industry Focus

Cloud Applications Monthly Annual architecture. Multi-tenancy refers to a principle in software architecture Business apps €6.99 €83.88 where a single instance of a business Email €4.00 €48.00 app runs on a server, serving multiple CRM €15.00 €180.00 client organizations (tenants). This is the opposite of a multi-instance Accounting €20.00 €240.00 architecture, where multiple copies Company blog €12.30 €148.00 of the business app are running, each Social media €0.00 €0.00 instance serving a client organization. With a multi-tenant app, there isn’t Marcom €10.00 €120.00 a single copy of the application for File sharing/transfer €15.00 €180.00 each user. It’s one app that everyone File backup/restore €25.00 €300.00 shares, and it’s flexible enough to be customized for everyone’s individual Online store €50.00 €600.00 business needs. Total €158.29 €1,899.88 In simple terms, it’s like a giant office building where everyone shares Figure 1: Setting up a business on €2,000 or less using the cloud. Costs vary, and the infrastructure and services such as those listed are relative to setting up a cloud-based technology company. security, lifts and reception, yet each business can customize its own office can be up and running within a few capital expenditure to an operational space. Business apps are designed to days, something that was unheard of cost. This cost is then rolled up into be elastic and can scale to supporting using traditional business software. a predictable monthly subscription, so tens of thousands of users or scale Cloud apps are also more scalable, you only pay for what you use. down to only a few. more secure and more reliable than the This new model has given small With a multi-tenant architecture as vast majority of traditional business companies, lean start-ups and entre- the backbone of cloud-based business applications. preneurs a fighting chance on the apps, upgrades, security and perfor- However, one of the biggest para- global business playing field, often mance enhancements can be auto- digm shifts that cloud computing has enabling them to access the best busi- matically added at the data center and brought to the industry is the way in ness apps at a fraction of the cost of the users get the benefits immediately. which we pay for these business apps. traditional enterprise applications. For the entrepreneur, it means always By utilizing the cloud, the cost of buy- The reason cloud-based business running the latest version of the soft- ing servers and software is eliminated. apps are more scalable and secure is ware with the latest feature set without Instead, costs migrate from being a that they are based on a multi-tenant worrying about complex upgrades or data management issues. Setting up a business on a budget | SolutionS for Sdl language WorkerS So now that we understand cloud computing, the big question is if you www.quickterm.at - www.kaleidoscope.at can run your business on it. The answer is that the amount spent on setting up and running a business is relative to the type of business and product you are offering. However, you should be able to do a lot on the cloud, including set up your business for €2,000 or less (Figure 1), depending on what kind of business you run. Here are the specific types of applications you may need: cORpORATE TERM MANAGEMENT Accounting: Accounting can cause panic attacks for young entrepreneurs. TAkE MULTiTERM TO ThE cOLLAbORATivE wEb 3.0 However, cloud-based accounting apps wORdS iN REcORd Ti ME are highly customizable and freely available for every size of business. WEB POWER FOR YOUR CAT TOOLS FreeAgent or SortMyBooks are two useful business applications. Online store: Open a new channel

wORdS iN REcORd TiME AppROvALS MAdE EASY TURN QUERiES SOLUTiONS fOR to market your products by building iNTO kNOwLEdGE LANGUAGE wORkERS an online store. Shopify is perhaps

36 | MultiLingual January/February 2015 [email protected] Localization Showcase the best known eCommerce platform that enables businesses to build online stores in a matter of minutes. Even Angry Birds uses it. But businesses with a broader set of business to business requirements, like our company, use cleverbridge for establishing an online Website Translation marketplace. It has never been so easy to set up your online store with these Interactive Chinese Made Easy types of cloud-based business apps. Web Publishing Getting into the business of website translation Online merchant accounts: If you have an online store, you’ll need an The KEY 2015 Chinese text system is redefin- offers a huge opportunity for LSPs. online merchant account. The market ing Chinese language computing and internet Easyling helps you acquire and deliver website leader is PayPal and it makes process- publishing through its new feature, Interactive translation projects without any IT hassle. ing payments from your clients quick Web Publishing. With Easyling, you can and easy. Business email: Email is the life- Whether website or cloud, with the new KEY • get a word count with 1 click for any website, line for any business — it’s how you you can create and publish any Chinese text • extract content to XLIFF, generate leads, prospects and clients. with the main KEY features (C/E dictionary, • do in-context website translation, For many, Microsoft Exchange has Pinyin, etc.) embedded and available through the • deliver the live, translated website, and been the de facto standard. However, reader's browser. • use Easyling’s white-labeled translation proxy Google’s Gmail is a high-performance service for your own brand. cloud app that is completely customiz- The rising age of the website translation able for a small business and is pro- industry is here. Take your piece of it. vided free of charge. An email service provider such as MailChimp is also Asian Language Software Inc. excellent for creating stylish email Ottawa and Gatineau, Canada Easyling communications that can be integrated [email protected] Budapest, Hungary with social media and CRM software. www.cjkware.com [email protected] • www.easyling.com A basic version is available for free, but the monthly subscription costs are reasonable and provide good value for money. Company backups: If you have valuable files you can’t replace, the only real way to protect them is to back them up on a regular basis. In theory, this sounds easy, but it is one of the All-in-one most basic and overlooked activities of Machine Translation with small businesses. Carbonite is a cloud- Machine Translation based backup service that makes this Subject Matter Expertise task automatic and secure. Platform Company blog: Today’s progressive All content is not created equal and languages companies are embracing new engage- KantanMT.com is a leading SaaS platform that differ significantly from each other. Because ment models for interacting and build- enables users to develop and manage customized of this, translators are not one-size-fits-all, yet ing relationships with potential clients. MT engines in the cloud. KantanMT.com can: machine translation seemingly is. Iconic is A company blog is the perfect way changing this. • Build customized MT engines to do this. By providing interesting We use our technology expertise, domain content you will promote your brand • Deploy MT within hours expertise, and language expertise to deliver positively to readers who want to read • Measure quality machine translation solutions with subject matter your content. We use WordPress for • Translate at speed in the cloud expertise. This approach delivers more usable blogging services, but Joomla! and • Integrate seamlessly into your localization results and derisks the MT proposition for the Google's Blogger also have some good end user. features, and depending on your busi- workflows ness needs, you can choose either free • Demonstrate ROI Want to try MT, or looking for a change? or paid versions. It costs less than €20 Get in touch! per year for a basic blog with a customized domain through WordPress. Iconic Translation Machines CRM: Sales management is a key KantanMT.com Dublin, Ireland productivity and management tool Dublin, Ireland [email protected] [email protected] • www.kantanmt.com www.iconictranslation.com www.multilingual.com January/February 2015 MultiLingual | 37 Industry Focus

for rapidly growing companies. Salesforce.com is the leading business app for managing client relationships and sales pipelines. However, OnePage CRM and Zoho CRM are cheaper alternatives. Both are based in the cloud and provide a rich set of features for managing your sales process. File sharing: One of the biggest selling points for cloud business applications is the ability for multiple people to access and share files. Cloud apps such as Google Drive, Dropbox, Microsoft’s OneDrive or Apple iCloud make sharing files, reports and data with your clients or employees simple and easy. These apps can also double as a backup system for storing company files. Marcom and business materials: Every business needs marketing materials such as business cards, brochures, logos and flyers. There are a number of free online applications available to design your marcom content. Adobe now offers its products within its online creative cloud for a monthly sub- Translate scription service. Additionally, Tweak, Zazzle and VistaPrint offer excellent self-service marcom development products. Productivity applications: Every business needs a word smarter, processor as well as spreadsheet and presentation applications — these are all available on the cloud and are completely free. For instance, Google Docs has word processing, spreadsheets and presentations combined into a single busi- not harder. ness app. And because all of your files are stored in the cloud, you can access your information anywhere in the world, even on holidays using a simple web browser. For businesses that prefer to use Microsoft products, Microsoft’s 365 provides its office suite for a minimal monthly subscription. Social media: A presence on relevant social media is extremely important and managing multiple social media The modern sites such as Facebook, LinkedIn, Twitter and Google+ can be time-consuming and challenging for a small business. It can also be complex since all these social media platforms way to translate have different interfaces and methods of sharing and dis- seminating information. Hootsuite is a simple yet powerful way to manage all these channels in one single interface. It apps, websites also provides a data analytics capability to track the effectiveness of your social media strategy. and docs. Conclusion Cloud computing enables the best business apps to be delivered on-demand and in much the same way utilities deliver gas and electricity. This makes them cheap and easy to deploy in any organization regardless of size or budget. For language service providers, the cloud holds endless possibilities; customized machine translation can be inte- smartling.com > grated into existing localization workflows; geographically dispersed sales teams can now coordinate, track and man- +1 866.70.SMART age their sales efforts; and professional outbound email and marketing campaigns can now be orchestrated and managed by organizations of any size. Finally, cloud-based business apps don’t eat up valuable resources. You don’t need any special hardware or software, and you don’t have to have expensive IT staff to manage your business apps, so CFOs will love it. But the shift to the on-demand model of cloud computing isn’t just about cost savings. Far more importantly, it’s about giving you the agility needed to act quickly on new opportunities without IT being on the critical path. M

38 [email protected] Industry Focus

The cloud: A translation business essential

Donald A. DePalma

How many of us think twice before uploading departments like the ability to manage vendors, budgets and a document to Google Drive or playing a song service levels through a single interface. Additionally, many organizations will employ cloud-based from our favorite online music store? The cloud tools in their workflows. Two forces are pushing enterprise has long been part of our personal and profes- buyers and translation teams to the cloud: first, the corporate Hsional lives. On the business side, it embraces a move to the cloud, driven by IT and business issues, and sec- wide range of internet-based technology, rang- ond, the ongoing migration of translation tools and services to the cloud. Few organizations will be able to move all their ing from basic storage and computing services to operations there, but many will find that some components specialized applications for managing customer naturally belong there. Those with a heavy investment in the relationships (such as with Salesforce) and human current generation of translation management systems (TMS) will encounter the most resistance. resources. Not surprisingly, translation tools and What should you look for as you puzzle over vendor services have found their way to the cloud. presentations and marketing collateral? We expect that most buyers won’t be as dogmatic as the solution suppliers. As with other forms of cloud computing, translation in Instead, they will focus on two sets of management issues the cloud relies on the web and specialized servers managed that today cost them a lot of time and money. by third parties. In this case, those external suppliers are The first management issue is provisioning resources globalization software vendors or language service providers on demand. Three attributes resonate with most organiza- (LSPs). Traditional desktop or other locally installed software tions that face broadening translation needs. First of all, the and storage systems require you to be physically connected internet as a platform gives them worldwide access. Sec- to a computer or a company network. Cloud-based resources, ondly, resource and server pooling means that they get solid on the other hand, are located off premises but available and reliable performance tuned to their needs. Third, rapid whenever you have a connection to the internet. elasticity lets them scale performance and capacity up or Common Sense Advisory’s research has long shown mar- down depending on their needs. These capabilities stand to ket interest in translation services and software that in 2006 substantially reduce the investment that companies need to we characterized “as a black box provided in the internet make in infrastructure to support their business goals. cloud.” Our research demonstrates widespread experimenta- The second issue deals with keeping systems up and run- tion with growing deployments of cloud-based solutions as ning. Translation teams and their IT support staff spend a lot both a translation commerce and production platform. Most companies will use the cloud to buy translation services. As LSPs offer their own online portals or plug into multivendor marketplaces, we see that an increasing amount of purchasing is happening online. These cloud- based sites eliminate inefficiencies in buying and managing translation. People who need translation like the click-to- Donald A. DePalma is the chief strategy officer buy convenience they enjoy for other activities. Purchasing and founder of Common Sense Advisory, Inc. www.multilingual.com January/February 2015 MultiLingual | 39 Industry Focus

of time in the daily care and feeding of pool of old-school functionality. For that online solutions run in ANSI/ computer-aided translation (CAT) tools translation markets or portals, make TIA-942-certified data centers — with and TMS. Most will be very interested sure they can incorporate your existing redundant infrastructure support, mul- in migrating software — and their oner- translation memories, quality assurance tiple independent distribution paths ous management and maintenance processes and other linguistic assets. and an expected availability of as much requirements — from desktops and as 99.999% of the time. Factor in disas- data centers to a third-party hosting "assess candidates not only ter recovery, support for geographi- service. Practically speaking, many will cally dispersed data centers, automated be satisfied with simply hosting or co- for the functions and perfor- backup, data archiving and failover. locating products originally designed These characteristics will be critical for for behind-the-firewall installation. mance that you require but organizations operating global transla- As you evaluate translation services also for critical IT concerns tion teams relying on language service or tools in the cloud, you should assess providers and freelancers around the candidates not only for the functions such as reliability, availabil- planet. Distributed data centers will and performance that you require but also help reduce latency for linguists in also for critical IT concerns such as ity, scalability and security" regions with less network access. reliability, availability, scalability and Interoperability: Does it work with security. This appraisal of the “-ities” Capability and performance: Does your processes and technology stack? will require taking a close look at the it do what you want, when you want Tools and portals must plug into your hosting facility used by your prospec- it to? List your document throughput workflows and interact with content tive provider. Finally, have your coun- requirements such as word volume, and database management systems. sel examine the contract before you hit transactions per second or hour, and Look for integration with and migra- the “subscribe now” button. concurrent users. Gauge the ability tion from other CAT tools through Functionality: Does the product do of online products and translation specifications such as TMX and XLIFF; what it’s supposed to do? Traditional services to meet those goals. Test the connectors for the content sources you CAT tools, developed over years or response times for common opera- use; support for private cloud platforms decades, can do everything that anyone tions such as translation memory and such as VMware and Windows Server; might ever want. The challenge with concordance look-ups. This will be a and awareness for cloud development buying new software is to support what concern in parts of the world where initiatives such as Open Stack and you need done, and to do it easily. Sub- linguists don’t have good connections, Hadoop. The former promises to be an ject newer solutions to the same scru- but not much of an issue with TMS open approach to cloud development, tiny that you applied to past purchases, where most work is performed offline. while the latter provides a framework but recognize that usability and web Availability: Is it there when you for processing large datasets — the integration might trump that enormous need it? Your business may require big data used by machine translation,

Arriving: JAnuAry 2015

The most complete language industry reference guide in the world! The 2015 Resource Directory & Index 2014 from MultiLingual

• A complete MultiLingual editorial index for January-December 2014. • The definitive buyer’s guide with 50 categories for companies providing tools and services in a variety of specialties and formats. • Available in print, digital and PDF formats.

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40 | MultiLingual January/February 2015 [email protected] Industry Focus

Buying Criteria Business Benefit Is it necessary? ity management, comply with SAS 70 and Service Organization Control All translation functions are available Must have. Ubiquity of 2 auditability, and provide PCI pay- over the internet and accessed through Network access access and APIs tie tools into ment card data security. Depending on standard programming interfaces using a broader ecosystem. a range of thin and installed clients. your industry or location, it might also specify compliance with HIPAA regu- The provider pools its computing lations for health care or US govern- resources to serve multiple customers ment NIST 800-53 security controls. using a multi-tenant model, adapting Must have. A single software Legality: Does the contract pro- to their translation and related instance segmented by buyer application needs. Organizations may allows the supplier to scale tect your rights? Make sure that the Resource pooling pool their server resources so that their performance by adding click-through “I accept” doesn’t cede private cloud hosts multiple unrelated servers and minimize risk your rights. For example, some online applications, including a single with redundant hardware. service providers’ clauses assert unfet- translation management system for tered rights to access your data, the internal users. ability to transfer service to other The provider can increase or decrease companies and the privilege to ter- Must have. Demand Rapid elasticity capacity to scale up or down with minate functionality at will. For large automatically causes translation, project management, MT purchases, don’t click on “I accept” capacity adjustment. training and other demands. until you’ve had a lawyer review the contract. Make sure that you and A buyer can purchase translation Nice to have. This model your attorney formalize your business capabilities online and on demand, Self-service matches how companies buy without human interaction with the requirements in service level agree- many goods and services. translation provider. ments for uptime, security, data recovery and the other elements listed here. Measured service The system automatically controls and Nice to have. Metering Several years ago, CSA Research optimizes resource use. It can monitor, supports cost, usage and forecasted the migration of translation control and report on resource usage. productivity management. tools to hosted, software-as-a-service Figure 1: Technical features to look for in cloud-based software. web services and cloud-based solutions. Source: Common Sense Advisory, Inc. In the latest iteration of CSA Research’s TMS Live comparison tool and our new textual analytics and other natural lan- have its own guidelines for hosted or assessment series, MarketFlex (launched guage processing applications. cloud-based software. For example, October 2014), we evaluate products on Scalability: Does it grow or shrink you may require online data centers to these and other criteria, which may be with demand? Solutions need to support ISO 9000 standards for qual- seen in Figure 1. M support as many users inside your company and at your suppliers as the application requires, with no loss of performance. This is one area where the cloud’s “rapid elasticity” will trump most in-house or traditional hosted software — it will automatically increase or decrease server resources based on demand. Well-designed cloud solutions, whether private or public, can deal with these challenges more easily with a quick upgrade at Amazon Web Services than by having to add physical server capacity in advance of major marketing campaigns or product releases. Security: Does it protect you, your assets and your customers? Review the software or service’s hosting facilities for physical and logical security continuous monitoring, auditability and multi-tenancy. Depending on their location, third-party data centers might not comply with European Union security and privacy regulations. Your company may already www.multilingual.com January/February 2015 MultiLingual | 41 Content analytics and Linked Open Data

Christian Lieske & Felix Sasaki Industry Focus

The term content analytics refers to a fam- Darwin Information Typing Architecture (DITA) or HTML5- based representations are being used. This enables content to ily of technologies that extract and process be easily analyzed, repurposed, enriched or linked. On the other information from unstructured content. A typi- hand, an ever-growing number of standards-based knowledge cal application scenario of content analytics is sources and data sets are being put onto the internet and into Tsentiment analysis related to Twitter tweets — the public domain. They can thus be used as the basis for automatic content enrichment and automatic information linking, determining, for example, if the tweets about a for example. The most relevant technological base that allows product are positive or negative. representation and processing of knowledge sources in a standardized form is referred to as Linked Open Data. In addition to natural language processing (NLP) technolo- Social media content such as tweets like “product X gies such as entity extraction, large data sets (such as a catalogue stopped working for me after only two days in use” and with product names, or English adjectives with a positive con- “button X does not work” can provide important informa- notation) are important ingredients to content analytics. Thus, tion to both consumers and the producers of the product. freely available data sets that can easily be used due to their Content analytics extracts raw information from this type of compliance with the linked data collection of standards from the content, and submits this raw information to additional pro- World Wide Web Consortium (W3C) are continuously rising in cessing such as automatic reasoning that draws conclusions. importance. The overall goal is to build a cloud of highly usable, One content analytics technology that has already gained a interconnected data sets — a linked open data cloud. lot of visibility is sentiment analysis. It generates information For anyone working on multilingual content creation, such as that 15% of all tweets related to product X contain provisioning, curation and so on, content analytics can negative reviews. Business intelligence solutions use country- enable new or enhanced solutions and revenue opportuni- specific, locale-specific and language-specific sentiment ties related, for example, to analysis, enrichment/generation analysis to find out if opinions related to products or services and linking of content. differ between countries, regions or markets. The automated analysis of large content collections in real- time (real-time big data analytics) is a current reality. There are Technological foundations and now applications detecting product defects by analyzing social examples of content analytics media content such as Twitter tweets like “product X stopped The basis of content analytics is a set of technologies from working for me after only two days of use.” NLP. An important sub-area of NLP relates to so-called entities The next evolutionary step is currently being taken. On the mentioned in a text: things, such as the capital of Germany, one hand, more and more content is captured in standardized, actions, such as writing a novel, and so on. State-of-the-art extensible representations. In the realm of user assistance for NLP provides various capabilities related to entities. It can software, for example, XML-based representations such as the recognize names for entities (Figure 1), find relationships (Figure 2), link entities (Figure 3) and disambiguate entities (Figure 4). A Christian Lieske works for SAP. His work touches on natural lan- functionality such as named entity guage processing, localization and content management. He has recognition receives as input a string contributed to OASIS, the Unicode Consortium and W3C. or text. As output, it produces a list of Felix Sasaki is working with W3C and DFKI. He is co-editor of the words or expressions that presumably ITS 2.0 specification and is currently engaged in the LIDER project. are terms for entities.

42 | MultiLingual January/February 2015 [email protected] Industry Focus

Input: Welcome to Stuttgart Output: Stuttgart is an entity (of class city).

Input: Stuttgart is the capital of Baden-Württemberg Ouput: Stuttgart and Baden-Württemberg are related. Stuttgart is the capital of Baden-Württemberg.

Input: Armstrong’s new team took away the victory in the French capital. Output: The expression Armstrong is linked to the (English) Wikipedia article on Armstrong.

Input: Armstrong’s new team took away the victory in the French capital. Output: The expression Armstrong can be disambiguated to the (English) Wiki- pedia article on the cyclist Ian Armstrong. Raise the bar for From top: Figure 1: Finding entities — named entity recognition. Figure 2: Finding relationships translation quality between entities. Figure 3: Linking entities. Figure 4: Disambiguating entities.

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Figure 5: Facts (property values of an entity or statements about an entity) in DBpedia. Sign up for a free trial One of the tools in the realm of con- German Wikipedia, and an English DBpe- tent analytics is DBpedia Spotlight. It dia generated from the English Wikipedia. xtm-intl.com/trial offers, among other things, named entity DBpedia can be used in various ways, recognition (NER), named entity link- ranging from tools with graphical user ing and named entity disambiguation. interfaces (see Figures 6 and 7) to appli- The databases for DBpedia Spotlight are cation programming interfaces (APIs). huge data sets that constitute collections APIs such as those of DBpedia of facts (see Figure 5). These language- are often the key to powerful specific so-called DBpedias are generated and user-friendly application sce- automatically with NLP from language- narios. A video at www.youtube.com/ specific Wikipedia versions. Thus, there watch?v=F6zIW6blF5k shows how to Better Translation Technology is a German DBpedia generated from the automatically generate standardized www.multilingual.com 43 Industry Focus

(such as one of the Creative Commons licenses) that applies. The data sources that are of particular interest to content analytics are Yago, Wikidata and Babel- Net (see Figure 9, which shows Babelfy, an application built on top of Babelnet). These go far beyond simple lists of words. Rather, these data sources are collections of facts and assertions similar to the subject-predicate-object statements like “Paris is the capital of France” that we know from grammar textbooks. A special feature of the data sources is that very often the facts themselves form implicit networks. For example, all of the facts that include Paris (either as a subject or as an object), can be conceived as being implicitly related to each other. By assessing a data source of this type, content analytics can thus access information on entities, entity classes, entity relationships and so on. The data sources that are linguistically rich provide information such as (preferred) names of entities in different languages, spelling variants and so on (Figure 10). Figure 6: User interface of DBpedia Spotlight for input. DBpedia and many other open data sources often use a standardized technology stack that is referred to as Linked Data. At the heart of Linked Data are general internet technologies such as the HTTP protocol and two general principles. The first principle addresses a standardized data representation via the Resource Description Framework (RDF), while the second one addresses standardized access via SPARQL as a query language and HTTP uniform resource identifiers as names for things on the web. Through these basic principles Figure 7: User interface of DBpedia Spotlight for output. one can use datasets without special proprietary processing. One such use is through content analytics tools. The basic principles also allow easy linking of data sources to the Linked Data cloud (see http://lod-cloud.net). For content analytics one part of the Linked Data cloud is especially relevant, the Linguistic Linked Open Data cloud. This cloud represents, among others, ency- Figure 8: Generating metadata/markup automatically in a DocBook document. clopedias, collections of texts, lexical databases and so on as Linked Data. See metadata by coupling DBpedia Spot- man, working with the German Wiki- a visualization of the Linguistic Linked light with the oXygen editor (see Figure pedia content yields different results Open Data cloud at http://linguistics. 8 for an example). and annotations than working with okfn.org/resources/llod. The power of tools for content ana- the English Wikipedia content. lytics depends among other things on DBpedia is a prototypical example of Text processing and the data set used. Look, for example, at a class of data sources that have become content analytics DBpedia. Since the English Wikipedia known on the web as open data. Open in Thanks to content analytics, content is much larger than the one for Ger- this context refers to the licensing model can be curated, blended and merged in

44 | MultiLingual January/February 2015 [email protected] Industry Focus

Figure 9: User interface of Babelfy (powered by BabelNet). various ways — especially if the contents use standardized, structured formats such as DITA, DocBook, ePub or HTML5. One sample of processing is the automatic generation of metadata and markup mentioned previously — hyperlinks, for example. Another example is the use of named entity recognition for cross- checks against a terminology database. The Unicode Localization Interoper- ability (ULI) Technical Committee was established in 2011 with the goal of helping to ensure interoperable data interchange of critical localization- related assets. ULI's work is relevant to speech/natural language processing, analytics and more, including translation memories. What ULI is building contributes to the foundations of many technologies related to human lan- Figure 10: Translations from Wikidata related to soccer. guages: tokenization and segmentation. In 2014, ULI and DBpedia committers One example is the automatic it, is active contribution to relevant started to investigate how DBpedia data generation of structured, so-called topics. An excellent way to do this could help to improve segmentation. schema.org markup information. This is through the LIDER project, which Results are promising (see Figure 11). information is interpreted by search stands for “Linked Data as an enabler engines and increases the visibility of of cross-media and multilingual con- Participating in content analytics content on the web. tent analytics for enterprises across For content creators, the use of In addition to the raw content, by Europe." LIDER investigates the ques- content analytics can generate addi- using content analytics tools, content tion “Which application scenarios for tional revenue opportunities. Content creators can thus offer optimization Linked Data exist?” Furthermore, the gets turned into raw material for vari- for search engines to their customers. project investigates which dimensions ous spots in content production value The content analytics train is cur- are relevant for the industrial use of chains, especially in the context of rently picking up speed. One way open data (with respect to licenses, content-related automation. not to miss it, and even to control for example) and which monetization www.multilingual.com January/February 2015 MultiLingual | 45 Industry Focus

models for open data already exist or content architect morph into a content The LIDER Project is sponsored by are conceivable. curator? the European Commission as refer- LIDER discusses these and other ques- As a framework for discussion, LIDER ence number 610782 in the topic tions in different dimensions. Multilin- uses the W3C Linked Data for Language ICT-2013.4.1: Content analytics and gual content production (with sub-areas Technology Community Group (see www. language technologies. such as translation and localization) w3.org/community/ld4lt/). This group is Some of the material used in this article receives high priority in these discus- open to anyone. Activities include tele- first appeared in German for the tekom sions. The same applies to the question phone conferences, workshops, surveys Annual Conference (November 2014). It of how professional fields change due to and so on. The intermediate results are appears here as a translation with sev- open data and content analytics. Will the made publicly available in the group's wiki. eral modifications. M

Figure 11: Improving segmentation using DBpedia data.

46 | MultiLingual January/February 2015 [email protected] Tools & Services Showcase

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www.multilingual.com January/February 2015 MultiLingual | 47 App localization: What developers should know

Technology Matt Bramowicz

A lot of work goes into developing a suc- is beginning to shift, however, and at an exponential rate. cessful app. First you have to study the trends While the global leaders in smartphone technology and to ensure your app idea is a marketable one. app design may have started in the United States, according to the analytics website App Annie, the United States Next, you have to plan out your app’s design, accounted for just 28% of the free download market and just Ataking into account not only the elements and 34% of global revenue from iPhone apps in 2012, meaning functionality you want to include, but also the that many other native language speakers in other countries are increasingly becoming the majority users. user interface, text, layout and image designs, However, when it comes to apps, locality is the key. For as well as which specific hardware platform example, in many European countries such as Italy, Germany (Apple, Android, Blackberry) you are designing and Spain, close to 90% of the top iPhone free downloads it for. If you are not a programmer yourself, you are in English. Despite natively speaking languages besides English, bilingualism in European countries tends to be much would have to find prospective programmers higher than in other parts of the world. Since English-based who can take your vision and make it a reality. content is still the most prevalent online, most people will download the English versions if they are fluent in it. While Once your team is set up, the actual programming takes this may be the case for European countries, there are plenty place, followed by testing, revision and finalization. It’s of countries around the world that are not so quick to down- a long and painstaking process, but once you finish, you load English-based apps. For example, more than 60% of the finally come to the most rewarding step: uploading your top 25 iPhone apps in Korea are Korean-language versions, finished app to the store and marketing it. and nearly 50% of the top 25 apps in China are Chinese- While marketing your app is tricky in its own right, as language apps, which, consequently, make up the majority of there are millions of apps already on the market, there is per- downloads in those countries. haps an even trickier aspect to app development that you may Recently, Distimo did a study that focused on language have noticed was left out. If you didn’t, don’t worry. You’re localization of iOS apps and offers great insights on the lan- not alone. Many developers will overlook the localization guage distribution in top countries and the effect of adding process, or at the very least, wait to worry about it until after native language support for an app. they finish with the development process. However, doing so According to the groups Distimo sampled, apps that sup- will only add to your frustrations later on. So let’s take a look port the native language (the dark blues and the light blues at localization and the reasons why it’s such a tricky issue. in Figure 1) are dominating the top charts of different coun- It is estimated that there are about 7,000 languages spo- tries, especially for Asian countries such as China, Japan and ken in the world. Until recently, an overwhelming major- Korea. Drawing conclusions from these findings, it is safe ity of apps were available only in English. That dynamic to say that most customers would rather use an app in their native language (if it’s available) over one in their secondary language. In fact, localization increases downloads by 128% on average for iPhone apps. Matt Bramowicz is a content writer and graphic So as a developer, it is clearly evident that localizing your designer for Translation Cloud LLC, a translation app would not only be the smart thing to do to attract more company located in Jersey City, New Jersey, and users, it will also soon be the standard practice as more and writes for the Lackuna.com language blog. more developers turn toward this trend.

48 | MultiLingual January/February 2015 [email protected] Technology

Applications that support only Applications that support the native Applications that do not support the native language language and other languages the native language

Figure 1: Apps are downloaded most frequently in a user's native language. Note that the vast majority of the apps in this chart were produced in English. Source: Distimo.

The how of mobile app localization would more than likely not be inter- development. Do your homework and The most efficient way to localize ested in your app’s content, regardless see if the cost of translation is worth your app would be to start planning if it supported their native language marketing to a particular language for it prior to the development phase. or not. Also, since many European demographic. Before you or your team starts build- countries still download English-based Once you decide on the languages ing the app, you must first consider apps, perhaps you can limit your local- and countries you wish to target, you which languages you want to support. ization efforts to one or two European can then prepare the files accord- Translation can be a costly process, so countries you specifically want to tar- ingly during the development phase. there is no point in translating your get locally. So research and planning When a piece of text gets translated, app into a language where its speakers are vital in the initial stages of app it can easily become shorter or longer More Translation Power - Freedom from Extra Charges

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www.multilingual.com January/February 2015 MultiLingual | 49 Technology

you can easily specify different translation values for each string. Never concatenate strings: Since the language structure differs from language to language, many problems can result from concatenating strings of text. This is especially evident in modi- fiers, such as color. Many languages place the modifier after the noun sometimes or always, whereas in English, the Figure 2: Text may expand or shrink in translation, so plan accordingly. modifier comes before the noun. For Source: SmashingMagazine.com. example, brown dog in French would be chien brun. Therefore, when you con- depending on the language, and might Recently, Zack Grossbart of Smash- catenate and then translate, the trans- even render unreadable based on how ingMagazine.com provided a list of lation will more than likely come out you programmed the text functions. things to keep in mind during the wrong. It is best to separate each modi- This in turn can greatly affect the lay- development phase, in order to ensure fier from the item, and create a function out on the screen, and inversely affect your translations are presented accu- specific to that particular language. the ratings of your app on the app rately in your app. He brought up these Put all of your punctuation in the store. Therefore you must allow some issues, among others: resourced string: You may think that scalability in the design of the app Resource all of your strings: The concatenating punctuation would be to account for smaller or larger text, first step of localization is to get all of a good idea, so that you can reuse characters and fonts associated with the strings of text that the user would the same string in multiple types of each language, and for any nuances in see — and that you would thus want sentences. For example, one where structure of a particular language. translated — into resource files. By the translation ends in a question, and putting your text into resource files, one where it is a declarative statement. However, punctuation rules can be different for each language. For example, in French, there is a space before a colon, while in English there is not. “First” names sometimes aren’t: In English-speaking countries, the first name is the given name and the last name is the family name. But that is not the same in all countries. In most Asian countries the names are presented the opposite way, and some cultures have only one name. For example, the cel- list Yo-Yo Ma is a member of the Ma family. In Chinese, he writes his family name first: Ma Yo-Yo (馬友友). This can get even more complex since many Asian people change their names to fit the English format when translating (or sometimes even changing) their names into English. Therefore, you must be sure that users can customize how they present their names. Never hard-code date, time or currency formats: Time and date formats are perhaps one of the most fluctuating aspects of translation, as they constantly differ between countries. Some countries put the month first, others the day first. Some use 24-hour time, and some use 12-hour time. Taiwan uses specially translated strings instead of am and pm, and those come first (上午 2:00). To take all of the various fluctua- tions into account, your best bet is to

50 | MultiLingual January/February 2015 [email protected] Technology store all dates and times in a standard on the functionality and design of the circumstances. The last thing you want format such as ISO time or epoch time, app in order to launch just one version to deal with after sending your files to and to use a library such as Datejs of it seems like a priority over worrying a translator is having to reformat the or Moment.js to format them for the about what other languages you would code due to negligence. given locale. These libraries can also want the app to be available in. It’s easy Some online programs have sprung handle converting the time to the cur- to slip into the mindset of “let’s just up over the years that are aimed at rent zone, so you can store all dates get the English version finalized, and helping to make the localization pro- and times in a common format on the then we can worry about the other lan- cess easier for both the developers server (such as UTC) and convert them guages.” However, that mentality creates and the translators. Their programs to the right time zone in the browser. a lot more headaches down the line when take the uploaded string files from the Give strings room to grow and you are trying to get the other languages developer, extract the text automati- shrink: Strings change size in transla- to work properly, and you are left trying cally and place it in an easy to follow tion. Depending on the translated lan- to fix 100 little localization bugs. table which the translator can then log guage, the length of a given segment of Following the rules here will avoid into and translate line by line, without text can be either really long (German many localization issues, and when it having to have any knowledge about and Finnish translations, as seen in comes to translating the content, there program formatting. Figure 2) or really short (Chinese and are numerous resources you can use. Whether you choose one of these Japanese translations). Without proper However, it is usually best to use a pro- online programs or a professional formatting, you may wind up with text fessional translation agency that has translation company, be sure to plan that either extends over other items on experience in working with string files for localization from the start. It is an the screen, gets cut off, or in the case for app translation. Since string files are increasingly common practice for apps of shorter translations, leave too much a relatively new format, some transla- to be provided in multilingual versions, space between elements. tors may not be experienced with the and if you aren’t an early adopter of Many designers give their labels room formatting of apps, and may not know the practice, chances are your app to grow and shrink by aligning them to what to translate, what not to translate will fall short of the desired users you the right or by placing them above the and what not to even touch under any would have otherwise gained. M controls. While putting labels above the controls works well for a short form, it makes a form with a lot of fields very tall. Unfortunately, there are no complete answers for how to make your application work in all languages; many form designers mix and match many differ- Translation&Localization ent approaches in an effort to account for most scenarios. Perhaps reaching out to other developers in forums or mes- 1995 – 2015: Harvest the fruits sage boards might help you adopt good of 20 years of expertise! techniques to combat this problem. Always use a full locale: Since there are always different dialects and grammar rules to any language (usually differentiated by location) it is a good idea to use the full locale instead of just the language when programming. The locale includes both the language Outstanding and country code, and supports alter- nate spellings, date formats and other Localization differences between two countries that share a particular language. Plan for languages that read left to right and right to left: While most languages are written from left to right, some Your German Language Specialist languages such as Arabic and Hebrew go from right to left. HTML provides a ■ translation and localization ■ post-editing services property for the HTML element named ■ proofreading ■ transcreation dir that indicates whether the page is ltr ■ terminology management ■ SEO keyword injection (left to right) or rtl (right to left). Test early and often: Most teams tend not to worry about localization until it’s Cologne, Germany · Tel +49(0)221 801928-0 · www.rheinschrift.de too late. It’s easy to see why, as working www.multilingual.com January/February 2015 MultiLingual | 51 The differences between lemmatization and stemming

Technology Joel Ross

Human language technology (HLT) has Jackson’s vision of Middle Earth is weakened by excluding become the trendy way of referring to the tra- the Orcs’ attack on Lothlórien. Can’t we all just get along? While many people have heard the term human language ditional concept of natural language processing technology or its acronym HLT, quite a few of those people (NLP). The main difference is that HLT tends to could not spot an HLT if they bumped into one. Ok, that’s a bad Hemphasize the technological part of the model. example, because no one can really bump into it, unless we Also, processing a “natural language” could start talking in metaphors. What I mean is many people know the term but find it difficult to adequately explain to someone encompass communications between any liv- who does not. There also are specific aspects and related HLT ing creatures, whether it’s birds chirping about terminology that are not very well understood by a significant the neighborhood cat, simian sign language, amount of people who must deal with HLT issues. or dolphins’ telepathic plans to leave Earth. In I will explain the main linguistics concepts of HLT, but I will not attempt to cover every detail. Therefore, you will essence, this is not our purpose; for this docu- not learn about morphemes, phonemes, lexemes or any ment, I will use the term HLT rather than NLP. other kind of eme right now. I’ll save segmentation, tokenization and n-gramization (I think I made up that word) for HLT is the field in which linguistics and computer science another time. merge to solve problems in processing digital information. As mentioned above, HLT involves the auspices under Think of it as a place where two normally disparate types which data processing needs are fulfilled through the use of of people — linguists and computer scientists — can come linguistics and computational technologies. When you have together and discuss a topic of interest to both groups. The a huge amount of digital data, and you need to process it — only other intersect imaginable for two such factions might render it searchable and obtain valuable information from be The Lord of the Rings, although even here one group it — you will need to know some specific scientific methods. would contend that Tolkien’s use of gerunds in the Quenya If the data is in a human language, such as English, you will language is flawed, while the other group would counter that also need to know how English is constructed and employed. If your data is in more than just one human language, then you will need to know even more about how languages in general are constructed, and how each individual language Joel Ross is vice president of defense and intel- works differently than others. ligence services for Basis Technology. Previously, he was a foreign language technology officer Why do you need HLT? with the CIA. He has a BA in English (Cornell) and Rather than attempting to explain every computational an MA in English literature (San Francisco State). and linguistic concept that can be used, I will concentrate on

52 | MultiLingual January/February 2015 [email protected] Technology a major issue in extracting informa- like ball of fur that hurls itself, along (to be, to walk, to inflect), without tion from data: search. What linguistic with its friends and family, off a cliff the to. For English nouns, the lemma obstacles need to be overcome before into the sea. Let me remind you, how- usually is the singular nonpossessive you can efficiently search through ever, that these are zoological refer- form (calf, dog, clown). Therefore, data? Why do you need to employ HLT ences, and this is a document about when you have an English verb or to obtain the results you need? linguistics. We are not discussing noun that does not fit these basic Let’s say your company’s president mammals here; we are investigating characteristics, you can find its visited to try one of the kites your divi- lemmas, or lemmata, if you want to lemma by converting it to the word sion manufactured and you want as sound fancy. that does have those characteristics many details of her visit as you can A lemma is a word’s basic form — (infinitive or singular nonpossessive). get — you are responsible for the also called its canonical, headword or Of course, there are other languages company’s blog, but during the event dictionary form. That’s a very simple that are more complex than English you had fallen asleep at your desk explanation, but you still don’t know when dealing with lemmas. while waiting for your brother’s next what that means, right? So what does move in Words With Friends. So, you a word’s “basic form” mean? It’s a Non-English lemmas type president, fly and kite into your word’s uninflected form. Inflection is English-language verb lemmas are company’s search engine, and it spits altering a word to impart a specific inflected by characteristics such as out the results of its search. But what characteristic, without altering its tense, person and number. There are happens if your search engine hasn’t actual meaning. Let’s look at verbs and verbs in many non-English languages taken HLT into account? The simplest nouns to see how inflections change that are inflected by other character- search will just look at the characters various characteristics of the basic istics that don’t matter to the English you typed and then look in the data for lemma form. lemmas. For instance, in Hebrew, verbs wherever that combination appears. Inflections usually are related to are inflected by gender and mood. For Your results will show every instance conjugation, which modifies verbs gender, the form of the verb changes of that perfect match, and you’ll be according to tense (past, present, whether the subject is a male or a satisfied that you got everything you future), person (first, second, third), female. For instance, the imperative need to write your report and get that mood (imperative, conditional) and mood in English for the verb lemma promotion, right? Well, without HLT, number (singular, plural). Non-English go is a command (Go away!) and the you might get fired. languages may include additional verb conditional mood is, well, conditional First, you’ll get all the exact hits inflections such as gender (masculine, (I would go). You’ll notice that in each of president, fly and kite, but none of feminine). case, the lemma is not inflected. The the other variations of the words that In English, inflection can change point is that in some non-English lan- you also need: presidents, president’s, nouns based on characteristics such guages, the lemma is inflected accord- presidents’; flies, flew, flown, flied, as number (singular, plural) and pos- ing to changes in grammatical mood. flying and so on. To a search program session. Non-English languages often In Spanish (as in English), a lemma for without HLT, president is not the same include additional noun inflections a verb is derived from the infinitive thing as president’s; the former is a such as gender (masculine, feminine) form, as in escribir (to write). As you nine-character sequence, and the latter and whether the noun is the subject can see in Table 1, what you need to is an unrelated 11-character sequence. or the object of the sentence, for express in English through use of two Second, you’ll get a lot of hits you example. or more words (such as I will write) really don’t want at all. Although The verb be and the noun calf can often be expressed in Spanish (and you’re looking for the verb fly, you’ll display many changes when they are other languages) by only one word also get a lot of completely unrelated inflected, and sometimes the change (escribiré), as seen in Table 2. nouns: fly the insect, fly the baseball is dramatic (such as be inflected to In English, a lemma for a verb is term and fly the trouser part. And kite were). However, you can inflect some usually obtained from the infinitive is also a type of raptor bird. words very simply. For instance, form (to work). In Hebrew, it’s from So how can HLT linguistics improve you can inflect many verbs, such as the third-person/past-tense/masculine search technologies so you won’t get walk, just by adding the suffix ed to (he worked). Therefore, for the Hebrew :(to work) לעבוד fired? Even though HLT cannot save impart past tense (walked); or you verb (he worked) עבד :you from your obvious general incom- can inflect many nouns, such as dog, ■■ Lemma (.I work masc) עובד :petence, there are many ways it can with the suffix s to impart plurality ■■ Gender (.I work fem) עובדת help you obtain better search results. (dogs), and so on. Some verbs, such (.work! masc) יעבוד :I will focus on just one area for now: as be, are more highly inflected than ■■ Mood (.work! fem) תעבוד .lemmatization and stemming. other verbs Now that you know what inflec- In Hebrew, all of the lemma’s Lemmatization tion means, you should know that inflected forms usually retain all of When one hears the word lemma, something that is uninflected has no the lemma’s characters (in this sam- it is tempting to think of a camel-like inflection. So, the uninflected word ple, the three red characters in each creature from the Andes that spits in is the lemma. For English verbs, the word). While neither gender nor mood your face. Or perhaps a cute rodent- lemma usually is the infinitive form affects the lemma in English (work), www.multilingual.com January/February 2015 MultiLingual | 53 Technology

Person First (I/we) Second (you) Third (he, she, it/they) write Number Singular Plural Singular Plural Singular Plural Future (will…) write ⇨ ⇨ ⇨ ⇨ ⇨ Present write ⇨ ⇨ ⇨ writes write Tense Past wrote ⇨ ⇨ ⇨ ⇨ ⇨ Perfect (have…) written ⇨ ⇨ ⇨ ⇨ ⇨ Progressive (am/is/are…) writing ⇨ ⇨ ⇨ ⇨ ⇨

Table 1: The inflected forms are either in green (no change from the basic form) or red (there has been a change, an inflection). The arrows (⇨⇨) signify that the entry is the same as the word preceding it.

escribir Person First (I/we) Second (you) Third (he, she, it/they) (write) Number Singular Plural Singular Plural Singular Plural Future escribiré escribiremos escribirás escribiréis escribirá escribirán Present escribo escribimos escribes escribís escribe escriben Tense Past escribí escribimos escribiste escribisteis escribió escribieron Perfect (he, has and so on) escrito ⇨ ⇨ ⇨ ⇨ ⇨ Progressive (estoy, está, etc) escribiendo ⇨ ⇨ ⇨ ⇨ ⇨ Conditional escribiría escribiríamos escribirías escribiríais escribiría escribirían

Table 2: In the Spanish verb escribir, you will see that there is no green at all — Spanish verbs tend to be completely inflected.

both inflections affect the lemma in of a word — but it goes about it very on), stemming just chops things off, Hebrew (and in other languages). differently and often obtains differ- perhaps with a linguistic rock on a English-language lemmas for ent results. I won’t use any zoological stick. While the lemmatizing Homo nouns are inflected by the character- references in this case, but I will turn sapiens might use fermented barley istics number and possession. There to anthropology. Think of stemming as and saber-toothed tiger pelts to entice are nouns in many non-English the Neanderthals digging for roots, and a possible mate, the stemming Nean- languages that are inflected by other lemmatization as the Homo sapiens. derthal relies on a heavy club and a characteristics that don’t matter to Neanderthals certainly have the brawn, bonk on the head, perhaps with a rock the English lemmas. For instance, and they can fashion a rock lashed onto on a stick. In some cases, the results in Spanish, nouns are inflected by the top of a stick for getting the work can actually be the same (and usually gender. So is Hebrew, but I sense that done. However, Homo sapiens appear involve a headache the next morn- constantly switching your reading to have a greater grasp of the overall ing), but in many other instances between left-to-right and right-to-left problem. Likewise, stemming will get results can greatly vary. is making you feel queasy, so I’ll stick you some quick, basic results without Harking back to biology again, we with a language that heads in only much in-depth preparation, but lemma- know that stems and roots are differ- one direction. tization will obtain a higher quality of ent parts of plants. However, in the In English, a lemma for a noun is results because it uses more knowledge linguistic sense, particularly in Eng- usually obtained from the singular, non- of the task at hand. Before you expand lish, they are often used interchange- possessive form. In Spanish, it’s from the this comparison to the discovery of fire, ably. So, when we refer to the stem singular, masculine form. Therefore, the cave drawings and mammoth dung, let of a word, or its root, we are often Spanish noun gato (cat) switches depend- me move us away from the anthropo- talking about the same thing. How- ing on gender: gato (male cat) and gata logical references and bring us back to ever, in some non-English languages, (female cat). Spanish nouns, like English linguistics. the root of a word is something very nouns, are also inflected by number Remember that lemmatization specific, while the stem of that same (gatos, gatas). Note that although English takes a word and, based on what part word might be something different. nouns are inflected by possession, Span- of speech it is and which language you Whereas a lemma is always an actual ish nouns are not. are using, it provides the “basic form” word with meaning, stems can be just of that word. Well, stemming doesn’t a combination of letters that have no Stemming do any of that. Instead of employing meaning at all. Whereas lemmatiza- Stemming has a goal similar to that complex rules to account for inflection does not change a word’s part of lemmatization — finding the “root” tion (gender, number, tense and so of speech, stemming sometimes does.

54 | MultiLingual January/February 2015 [email protected]

Technology

Unlike a lemma, which is a specific Search Term Translation Stem Lemma Translation basic form of a word, a stem is the basic form of a word to which affixes prensa media prens prensa media can be, well, affixed. Affixes are characters/letters that prensa he/she presses prens prensar to press are attached to a stem and thereby create an inflected form of that traje dress traj traje dress stem or create a completely different word. Affixes can even change a traje I brought traj traer to bring stem’s part of speech. The two most common types of affixes are prefixes casa house ca casa house and suffixes. Prefixes are attached in front of the stem, and suffixes are casa he/she marries cas casar to marry attached at the end of the stem. Some words can even have both types at Table 3: The difference between the stem and lemma in Spanish words. the same time. Affixes usually cannot stand on their own as separate, system might go further and consider now slept, because it has no affixes, meaningful words. To find the stem ions as the suffix for the stem explos. and stemming doesn’t know it’s just a of a word, one needs to chop off any different tense of the same verb. affixes, irrespective of the word’s Lemmatization vs. stemming part of speech. Now you should know the difference Non-English search In English, it is rare to chop off a between lemmatization and stemming. In English, lemmas and stems often prefix, since the action can actually However, the best way to do this is to look the same. However, in non-Eng- change the meaning of a word, it’s show how choosing one process or the lish languages, many parts of speech generally not done. In some other other can lead to significant qualitative are highly inflected, so the lemmas languages, such as Hebrew, prefixes differences in the results when enter- and stems will look very different are more prevalent: ing words as search terms, particularly much of the time. ■■ dismount (verb; changes word against a multilingual database. Table 3 uses the same examples as to its opposite meaning, so In a previous example, I pointed out were given previously when discussing dismount is the stem) how anim is the stem for the verb ani- Spanish lemmatization or stemming. ■■ unhappy (adjective; changes mated (after you chop off the suffix ated). As you can see in these examples, word to its opposite meaning, so However, anim is also the stem for the stemming has reduced the search term to unhappy is the stem) noun animal (after chopping off the suffix ambiguous, non-word stems, which can al). Now you have a problem: If you are result in many irrelevant hits. One way in the house (the prefix — בבית ■■ in the is dropped, leaving the searching for the term animated, you will stemmers avoid too many “bad” hits is — ב house) get all the hits for animated and for animal. by returning hits in a prioritized order — בית stem Suffixes in English can change a You are now overwhelmed with hits that based on statistics. For instance, if the word to a different but related word: are irrelevant to you — unless, of course, noun casa (house) is more prevalent in ■■ walked (verb – changes tense) your actual aim in this particular case is Spanish than a form of the verb “casar” ■■ porpoises (noun – changes number) to discover how to bring your dead parrot (to marry), then a stemmer might default ■■ helpful (changes noun to adjective) back to life (no, he is not “just resting”). to inflections of the noun rather than ■■ clearly (changes adjective to adverb) However, if you used lemmatization the verb when the ambiguous “casa” ■■ punishment (changes verb to noun) instead of stemming, your results gener- appears without context as a search ■■ terrorize (changes noun to verb) ally will be more on target. For instance, term. Lemmatization, however, will dif- In all the previous examples, the stem the lemma for animated is animate ferentiate between unaffiliated words, is the italicized portion. These are all (infinitive verb form), while the lemma avoiding overkill with returned hits, examples of stems that are actual words. for animal is animal (singular non-pos- while expanding the search to other However, sometimes the stem is not a sessive noun form). Your hits already are relevant forms of the search term. word at all, particularly in non-English more relevant to your search goal. So, lemmatization and stemming are languages such as Spanish: Sometimes words have stems and two methods for analyzing words for HLT ■■ animated (anim is not a word) lemmas that look the same. For instance, enhancements in search technology. As I ■■ arsenal (arsen is a different word) for the verb sleeping, the lemma is sleep mentioned above, there are many addi- ■■ prensa (prens is not a word) (infinitive form) and the stem is sleep tional morphological analytic techniques ■■ traje (traj is not a word) (after removing the suffix ing). Just such as tokenization, segmentation and ■■ casa (cas is not a word) because the results are the same here decompounding, and other concepts There are various levels of stemming, doesn’t mean that the process to obtain such as the n-gram probabilistic and the which can result in much different results. the results was the same. For instance, Bayesian hidden Markov models. Just be For instance, in the word explosions, one with a slight inflection of this word, glad that you don’t have to sift through stemming system can consider the s to be changing it to slept, the lemma remains any of those in this document, although the suffix of the stem explosion. Another sleep (infinitive form), but the stem is be forewarned about a sequel. M

56 | MultiLingual January/February 2015 [email protected] Basics Basic terminology

This section offers terminology, abbreviations, acronyms and other resources, especially as related to the content of this issue. For more definitions, see the Glossary section of MultiLingual’s annual Resource Directory and Index (www.multilingual.com/resourceDirectory).

A/B testing. In the context of marketing and business eXtensible Markup Language (XML). A programming intelligence, a randomized experiment with two variants, language/specification pared down from SGML, an inter- A and B, which are the control and treatment in the con- national standard for the publication and delivery of elec- trolled experiment. It is a form of statistical hypothesis tronic information, designed especially for web documents. testing with two variants. GMX-V (Global information management Metrics application programming interface (API). A software eXchange-Volume). A standard that attempts to measure interface that enables applications to communicate with volume by establishing a verifiable way of calculating the each other. An API is the set of programming language primary word and character counts for a given electronic constructs or statements that can be coded in an appli- document, as well as establishing a specific XML vocabu- cation program to obtain the specific functions and ser- lary that enables the automatic exchange of metric data. vices provided by an underlying operating system or service International Organization for Standardization (ISO). program. A network of national standards institutes from 145 coun- computer-aided translation (CAT). Computer technol- tries working in partnership with international organi- ogy applications that assist in the act of translating text zations, governments, industry, business and consumer from one language to another. representatives. ISO acts as a bridge between public and content management system (CMS). A system used private sectors. to store and subsequently find and retrieve large amounts internationalization (i18n). Especially in a computing of data. CMSs were not originally designed to synchronize context, the process of generalizing a product so that it translation and localization of content, so most have been can handle multiple languages and cultural conventions partnered with globalization management systems. (currency, number separators, dates) without the need for redesign. crowdsourcing. The act of taking a task traditionally performed by an employee or contractor and outsourcing Internationalization Tag Set (ITS). A set of attributes it to an undefined, generally large group of people, in the and elements designed to provide internationalization and form of an open call. For example, the public may be invited localization support in XML. ITS 2.0 is the current version to develop a new technology, carry out a design task, refine of the standard. an algorithm, or help capture, systematize or analyze large localization (l10n). In this context, the process of adap amounts of data. ting a product or software to a specific international lan- The Darwin Information Typing Architecture (DITA). guage or culture so that it seems natural to that particular A topic-oriented XML-based document architecture man- region. True localization considers language, culture, cus- aged by the DITA Technical Committee at the Organization toms and the characteristics of the target locale. for the Advancement of Structured Information Standards machine translation (MT). A technology that translates (OASIS). text from one human language to another, using termi- eXtensible HyperText Markup Language (XHTML). A nology glossaries and advanced grammatical, syntactic and family of XML markup languages that mirror or extend semantic analysis techniques. versions of the widely used Hypertext Markup Language natural language processing (NLP). A main focus of (HTML), the language in which web pages are written. computational linguistics, the aim of NLP is to devise www.multilingual.com January/February 2015 MultiLingual | 57 Basics

techniques to automatically analyze large quantities of tion and other language-related processes. It was created spoken (transcribed) or written text in ways that parallel to enhance the leverage of the TMX standard. what happens when humans perform this task. statistical machine translation (SMT). A machine OASIS Open Architecture for XML Authoring and translation paradigm where translations are generated Localization (OAXAL). A technical committee encouraging on the basis of statistical models whose parameters are the development of an open standards approach to XML derived from the analysis of bilingual text corpora. SMT authoring and localization. is the translation of text from one human language to Organization for Advancement of Structured Infor- another by a computer that learned how to translate from mation Standards (OASIS). Formerly called SGML Open. vast amounts of translated text. An IT standardization consortium based in the state of Massachusetts. Its foundational sponsors include IBM and TBX (TermBase eXchange standard). A standard for ter- Microsoft. Localization buy-side, toolmakers and service minology and term exchange. providers are also well represented. TMX (Translation Memory eXchange). An open XML OSCAR. LISA’s technical committee (special interest standard for the exchange of translation memory data cre- group) for actual standardization work. Explanation of the ated by computer-aided translation and localization tools. acronym is somewhat strained, meaning Open Standards translation management system (TMS). Sometimes for Container/Content Allowing Reuse. OSCAR was dis- also known as a globalization management system, a TMS solved along with LISA in February 2011. automates localization workflow to reduce the time and project management (PM). The systematic plan- money employed by manpower. It typically includes process ning, organizing and controlling of allocated resources to management technology to automate the flow of work and accomplish project cost, time and performance objectives. linguistic technology to aid the translator. PM is normally reserved for focused, nonrepetitive, time- limited activities with some degree of risk. translation memory (TM). A special database that stores previously translated sentences which can then be Resource Description Framework (RDF). RDF is a stan- reused on a sentence-by-sentence basis. The database dard World Wide Web Consortium model for data inter- matches source to target language pairs. change on the web. RDF extends the linking structure of the web to use uniform resource identifiers to name the Unicode. The Unicode Worldwide Character Standard relationship between things as well as the two ends of the (Unicode) is a character encoding standard used to repre- link (this is usually referred to as a “triple”). Using this sim- sent text for computer processing. Originally designed to ple model, it allows structured and semi-structured data to support 65,000 characters, it now has encoding forms to be mixed, exposed and shared across different applications. support more than one million characters. return on investment (ROI). In finance, the ratio of Web Ontology Language (OWL). A family of knowl- money gained or lost on an investment relative to the edge representation languages or ontology languages for amount of money invested. The amount of money gained authoring ontologies or knowledge bases. The languages or lost may be referred to as interest, profit/loss, gain/loss are characterized by formal semantics and RDF/XML-based or net income/loss. serializations for the Semantic Web. OWL is endorsed by rule-based machine translation (RBMT). The applica- the World Wide Web Consortium (W3C) and has attracted tion of sets of linguistic rules that are defined as corre- academic, medical and commercial interest. spondences between the structure of the source language and that of the target language. The first stage involves World Wide Web Consortium (W3C). W3C owns many analyzing the input text for morphology and syntax — and standards, including XML and HTML. sometimes semantics — to create an internal representa- XML Localization Interchange File Format (XLIFF). An tion. The translation is then generated from this repre- XML-based format for exchanging localization data. Stan- sentation using extensive lexicons with morphological, dardized by OASIS in April 2002 and aimed at the local- syntactic and semantic information, and large sets of rules. ization industry, XLIFF specifies elements and attributes to simship. Simultaneous shipment of a product to dif- aid in localization. XLIFF could be used to exchange data ferent markets worldwide, as opposed to releasing in the between companies, such as a software publisher and a home market first and in other locales later. localization vendor, or between localization tools, such source language (SL). A language that is to be trans- as translation memory systems and machine translation lated into another language. systems. SRX (Segmentation Rules eXchange). An XML-based xml:tm (XML-based Text Memory). A standard for standard used to describe how to segment text for transla- XML to allow ease of translation of XML documents.

58 | MultiLingual January/February 2015 [email protected]

Associations 59 uyer’s Guide Conferences 59 marketplace. International product and marketing man- Consulting Services 59 Associations agers participate in LocWorld from all sectors and all geographies to meet language service and technology Desktop Publishing 59 providers and to network with their peers. Hands-on practitioners come to share their knowledge and experi- Enterprise Solutions 59 ence and to learn from others. See our website for details on upcoming and past conferences. Localization Services 60 Localization World, Ltd. Sandpoint, ID USA, 208-263-8178 Elia Email: [email protected] Nonprofit Organizations 62 Elia, the European Language Industry Association, Web: www.locworld.com brings together translation, localization and interpret- Ad on page 67 Project Management 62 ing companies that do business in Europe. The associa- erminology gmt tion provides its members with tools and opportunities T M 62 to improve their businesses such as training and net- Translation Mgmt Systems 63 working events, resources for business development Consulting Services and joint marketing efforts. Above all, Elia is a com- Translation Services 63 munity of peers. It is a place for language companies to learn, grow, socialize and share. Join us. Discover Elia. Translation Tools 65 Share the enthusiasm. Elia Leeds, United Kingdom, +393458307084 Email: [email protected], Web: www.elia-association.org esktop ublishing LocalizationGuy, LLC D P LocalizationGuy, LLC, is a consultancy serving buyers and providers of language services. We help companies that buy language services to identify and deploy optimal localization solutions to fit their needs. We offer veteran expertise as our clients navigate the many Globalization and Localization Association personnel, process and technology decisions involved The Globalization and Localization Association is a in running effective localization operations, whether Global DTP Global DTP s.r.o., based in the Czech Republic, offers fully representative, nonprofit, international industry in-house or through external localization vendors. LocalizationGuy also helps language service provid- professional multilingual desktop publishing and media association for the translation, internationalization, engineering solutions to the localization industry. For localization and globalization industry. The associa- ers formulate business goals, develop and implement sound business strategies and launch strategic market- the past ten years, Global DTP has become one of the tion gives members a common forum to discuss issues, leading DTP companies. We have been delivering high- create innovative solutions, promote the industry and ing efforts. LocalizationGuy is led by a 20-year local- quality and cost-effective services for at least eight of the offer clients unique, collaborative value. ization industry veteran and former chairman of the top 20 LSPs and many other companies/agencies. Given Globalization and Localization Association Andover, MA USA Globalization and Localization Association. our extensive experience in localization and knowledge of 206-494-4686, Email: [email protected] LocalizationGuy, LLC Dallas, TX USA, 214-544-0381 the prepress, media and publishing industries, our team Web: www.gala-global.org Email: [email protected], Web: www.localizationguy.com of 20 in-house professionals handles more than 400 projects every year. Our core services are multilingual desktop publishing and Flash, video and HTML engineering. Global DTP Brno, Czech Republic, +420 603 574 709 Email: [email protected], Web: www.global-dtp.com

TAUS TAUS is a resource center for the global language and translation industries. Our mission is to increase the Rockant Training & Consulting Enterprise Solutions size and significance of the translation industry to help Rockant provides training and consulting to manag- the world communicate better. We envision transla- ers of international programs, products and services. tion as a standard feature, a utility, similar to the in- Rockant consultants represent the buyer community. ternet, electricity and water. We support buyers and Programs and services constantly evolve with the needs providers of language services and technologies with of buyers of localization services and the capabilities a comprehensive suite of online services, software and of the marketplace. Rockant's in-depth knowledge of knowledge that help them to grow and innovate their the vendor community stems from experience with ac- Across Systems businesses. We extend the reach and growth of the tual implementation projects. Rockant provides online Multiple Platforms translation industry through our vision of the Human training and consulting where managers of interna- Across Language Server is a market-leading software Language Project and our execution with sharing trans- tional programs, products and services need it most: platform for all corporate language resources and translation memory data and quality evaluation metrics. From managing your subject matter experts to auto- lation processes. Within a very short time, the use of TAUS Amsterdam, The Netherlands, 31-299-672028 mating translation and improving time to enter new Across can increase the translation quality and trans- Email: [email protected], Web: www.taus.net geographies, Rockant prepares your global workforce parency, while reducing the workload and process costs. to beat expectations. The Across translation management software includes a Rockant Training & Consulting Rockville, MD USA translation memory, a terminology system, a powerful 301-825-5418, Email: [email protected] PM and workflow control tools. It allows end-to-end ConferencesLocWorld-standard-logo.pdf 1 12/8/14 3:52 PM Web: https://rockant.com processing for a seamless collaboration of clients, LSPs

C Ad on page 34 and translators. Open interfaces enable the direct inte- M gration of third-party solutions like CMS, ERP or others. Y Customers include Allianz Versicherungs AG, HypoVer- CM

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CY hundreds of other leading companies. Languages All CMY

K Get the latest Across Systems GmbH Karlsbad, Germany, 49-7248-925-425 LocWorld Email: [email protected] LocWorld conferences are dedicated to the language industry news at Across Systems Inc. Glendale, CA USA, 877-922-7677 and localization industries. Our constituents are the Email: [email protected], Web: www.across.net people responsible for communicating across the www.multilingual.com/news Ad on page 22 boundaries of language and culture in the global www.multilingual.com January/February 2015 MultiLingual | 59 Buyer’s Guide

base and advanced methodologies. We always provide an unrivaled level of service and rapid turnaround. service beyond our customers’ expectations at a low EQHO also has facilities in Vientiane, Lao PDR and cost and with high quality, speed, dependability and Brno, Czech Republic. In 2012, EQHO was ranked as a flexibility. Languages Major Asian and European lan- Top 20 Asia-based LSP by CSA. Languages Translation: guages All commercial languages, specializing in Asian pairs. STAR Group Alliance Localization China Beijing, P.R. China, 86-10-8368-2169 Voiceover/multimedia: All Languages Multiple Platforms Email: [email protected] EQHO Communications Bangkok, Thailand, +66 (0)2 637 8060 STAR Group was founded in Switzerland 30 years ago Web: www.allocalization.com Email: [email protected], Web: www.eqho.com with the exclusive focus of facilitating cross-cultural Ad on page 23 technical communications in all languages. The company has grown to be the largest privately held multilingual information technology and services company in the world with 46 offices in 31 countries. Its advanced technology developments have propelled STAR to its current market position. Core services: information Total Solutions for Your Business management, translation, localization, publishing, on- Established in 1995, E4NET has successfully accom- demand printing and consulting. Core technologies: plished many major projects for customers such as EuroGreek Translations Limited Transit (translation memory), TermStar/WebTerm Microsoft, Hewlett-Packard, Oracle, IBM, Google, Established in 1986, EuroGreek Translations Limited (terminology management), GRIPS (product infor- Facebook, 3Com, Sony, LG Electronics, Panasonic, is Europe’s number one Greek localizer, specializing in mation management), MindReader (context-sensitive IKEA and more. We specialize in the fields of IT such technical and medical translations from English into authoring assistance), STAR CLM (corporate language as ERP/CRM/DBMS, consumer software, hardware/ Greek and Greek into English. EuroGreek’s aim is to management), STAR CPM (corporate process man- equipment, OS, server application, management, stor- provide high-quality, turnkey solutions, encompassing agement), i-KNOW (competence management) and age and multimedia. In addition, our service expands a whole range of client needs, from plain translation to SPIDER (Interactive Electronic Technical Manual). to other industries such as games, medical/health care, desktop/web publishing to localization development Languages All travel, fashion, financial, automation and automotive. and testing. Over the years, EuroGreek’s services have STAR Group Ramsen, Switzerland, 41-52-742-9200 E4NET can provide all types of localization, including been extended to cover most subject areas, including 216-691-7827, Email: [email protected] the full scope of linguistic testing services in Windows, German and French into Greek localization services. All Web: www.star-group.net Macintosh and Linux as well as MTPE, DTP, audio re- of EuroGreek’s work is produced in-house by a team of Ad on page 18 cording and video translation services. Languages Major 25 highly qualified specialists and is fully guaranteed for Asian languages including Korean, Japanese, S-Chinese, quality and on-time delivery. Languages Greek ocalization ervices T-Chinese, Thai EuroGreek Translations Limited London, United Kingdom L S E4NET Co., Ltd. Seoul, Republic of Korea, 82(2)-3465-8500 Athens, Greece, 30-210-9605-244 Email: l10n@e4 net.net, Web: www.e4net.net Email: [email protected], Web: www.eurogreek.com Ad on page 47

ADAPT Localization Services ADAPT Localization Services offers the full range of Precision Matters in Translation services that enables clients to be successful in inter- For over 17 years, EC Innovations has specialized in national markets, from documentation design through customized solutions and subject matter expertise to translation, linguistic and technical localization ser- fit almost any budget for most industry verticals. Origi- vices, prepress and publication management. Serving nally known as a supplier to suppliers, ECI has quickly GlobalWay Co., Ltd. both Fortune 500 and small companies, ADAPT has become one of the fastest growing language service pro- GlobalWay, a leading localization company in Korea, gained a reputation for quality, reliability, technologi- viders in the marketplace. Today, EC Innovations has provides professional localization and globalization cal competence and a commitment to customer service. grown into 14 strategically located global offices with services with exceptional quality and also offers a wide Fields of specialization include diagnostic and medical 300+ full-time employees offering full localization sup- range of content and document management services devices, IT/telecom and web content. With offices in port into 60+ languages. EC Innovations continues to including voiceover, testing and DTP. We have highly Bonn, Germany; Stockholm, Sweden; and Barcelona, build upon its reputation as a customer-centric orga- qualified in-house linguists who translate and review a Spain, and a number of certified partner companies, nization focused on high-quality standards, technologi- variety of content with professional knowledge. Our ex- ADAPT is well suited to help clients achieve their goals cal creativity and value-added services to accommodate perienced engineers and project managers can help you in any market. Languages More than 50 any type of localization program. Languages All to get exactly what you want. GlobalWay and its partners ADAPT Localization Services Bonn, Germany, 49-228-98-22-60 EC Innovations, Inc. Wilmington, DE USA, 312-863-1966 Email: [email protected] worldwide are ready to support your growing business Email: [email protected], Web: www.ecinnovations.com Web: www.adapt-localization.com Ad on page 50 and localization tasks. Feel free to contact us for more Ad on page 33 information. Languages Asian and European

GlobalWay Co. Ltd. Seoul, Republic of Korea, +82-2-3453-4924 Email: [email protected], Web: www.globalway.co.kr

Alliance Localization China (ALC) High Quality Asian Localization, ALC offers document, website and software translation Voiceover and Multimedia iDISC Information Technologies and localization, desktop publishing and interpreter EQHO Communications — one of Southeast Asia’s iDISC, established in 1987, is an ISO 9001 and EN 15038 services. We focus on English, German and other Euro- largest independent localization firms, has over 70 certified language and software company based in Bar- pean languages to and from Chinese, Japanese, Korean in-house staff. Building on a well-educated and inex- celona with branches and teams in Argentina, Mexico, and other Asian languages. We use TRADOS, CATA- pensive labor base in Thailand, EQHO has created an Brazil, Bolivia and Guatemala. We have dedicated teams LYST, SDLX, Transit, Wordfast, memoQ and other internationally recognized localization firm special- for web content, software localization and translation of CAT tools, as well as DTP tools including CorelDRAW, izing in the rarer Southeast Asian languages, as well as technical, business, automotive, biomedical and mar- FrameMaker, FreeHand, Illustrator, InDesign, Page- Chinese, Japanese and Korean. EQHO operates from a keting documents. Our software development engineers Maker, Photoshop and QuarkXPress. Our customer- 1,000-square-meter office in central Bangkok. With in- and translation teams provide high-quality and on-time oriented approach is supported by strong project house linguists, DTP operators, localization and multi- production solutions that are cost-efficient, flexible and management, a team of specialists, a large knowledge media engineers, and on-site recording studios, we offer scalable. Languages Spanish (all variants), Portuguese

60 | MultiLingual January/February 2015 [email protected] Buyer’s Guide

(all variants), Catalan, Basque, Galician, Valencian, has local offices in Europe, the United States, Japan, K’iche’, Quechua, Aymara, Guarani China and Latin America. To learn more, please visit us iDISC Information Technologies Barcelona, Spain at www.moravia.com. Languages All 34-93-778-73-00, Email: [email protected], Web: www.idisc.es Moravia USA Newbury Park, CA USA, 805-262-0055 Email: [email protected], Web: www.moravia.com Greek Localization Experts Since 1983 Europe 420-545-552-222, Email: [email protected] Founded in 1983, ORCO S.A. is a leading translation and Ireland 353-1-709-9822, Email: [email protected] localization provider, specializing in software localization Asia 86-25-8689-6500, Email: [email protected] and technical translations (IT, telecommunication, medi- New markets for your Japan 81-3-3354-3320, Email: [email protected] products and solutions cal, automotive, engineering, marketing, financial, EU). Argentina 54-341-481-2992, Email: [email protected] ORCO deals primarily with English into Greek projects, Janus Worldwide Inc. Ad on page 68 although translation from several other European lan- Janus is a leading provider of language solutions to the guages can be taken aboard. With its experienced in-house world’s most global companies. Our flexible, scalable and personnel, ORCO offers high-quality services, including proven approach enables our team to deliver services localization, product testing, engineering, DTP and more. with top-quality results both on time and on budget. In- Your Vision. Worldwide. Our client list includes long-term collaborations with com- dustries we serve include IT, telecom, life sciences, energy, panies such as Abbott, Canon, Cummins, Ford, General financial and automotive. Some of the services we offer Full-service Translation, Localization Electric, Google, IBM, Microsoft, Oracle, Sony and impor- are: functional and linguistic testing; software, website tant international institutions such as the EU (CdT, DGT, and multimedia localization; and technical, e-learning and Multilingual Testing European Parliament) and UNHCR. Language Greek Net-Translators provides turnkey translation, localiza- and marketing translation. Our processes are backed by ORCO S.A. Athens, Greece, +30-210-723-6001 the ISO 9001:2008 and EN 15038:2006-05 quality certifi- tion and multilingual testing services and customized Email: [email protected], Web: www.orco.gr strategy-to-deployment localization solutions. For over cations and our clients include Microsoft, IBM, Siemens and Volkswagen. We have nine offices in Asia, Europe and ten years, it has helped technology companies and med- the US to facilitate communication globally. Languages ical device manufacturers prepare their products and 80 and growing services for global markets. For software applications (GUI, online help and documentation), marketing ma- Janus Worldwide Inc. Vienna, Austria, + 43-680-320-53-17 terials, websites and more, Net-Translators’ customer- Las Vegas, NV USA, 855-526-87-99, E-mail: [email protected] Web: www.janusww.com Ad on page 12 focused, professional teams deliver consistent, accurate results in compliance to international regulations. Their

one-of-a-kind Multilingual Testing Center is specially Localization and Globalization Partner equipped and staffed to offer the ultimate testing en- Saltlux was founded in 1979 as the first Korean technical vironment for localized products. EN 15038:2006, ISO translation company. Our services encompass transla- 9001:2008 and ISO 13485:2003 certifications and a tion, localization, DTP, MT post-editing, planning and long-standing reputation for quality have earned Net- writing of technical manuals. We have extensive experi- Translators the trust of industry leaders worldwide. ence in medical and pharmaceutical products and equip- Languages More than 60 ment, IT, software, electrical, automotive and technical Moravia Net-Translators industry, and so on. With 32 years of accumulated know- Moravia is a leading globalization solution provider, USA Cupertino, CA USA, 800-320-1020 how, Saltlux will be your ideal global communication enabling companies in the information technology, e- Email: [email protected] partner. To learn more, please visit www.saltlux.com. learning, life sciences, consumer electronics and tele- USA Marlborough, MA USA, 617-275-8128 Languages Korean, Traditional and Simplified Chinese, communications industries to enter global markets Email: [email protected] Japanese and other Asian languages, European languages with high-quality multilingual products. Moravia’s Europe London, England, +44-20-3393-8385 Saltlux, Inc. Seoul, South Korea, 822-379-8444 solutions include localization, product testing, multilin- Email: [email protected] Email: [email protected], Web: www.saltlux.com gual publishing, technical translation, content creation, Middle East Or Yehuda, Israel, +972-3-5338633 machine translation and workflow consulting. Adobe®, Email: [email protected] IBM, Microsoft, Oracle and Toshiba are among some South America Posadas-Misiones, Argentina, +54-3764-487029 of the leading companies that depend on Moravia for Email: [email protected] Follow us at accurate, on-time and economical localization. With Web: www.net-translators.com Ad on page 32 twitter.com/multilingualmag global headquarters in Brno, Czech Republic, Moravia

MultiLingual has a special message for educators – we want to help you in the classroom. MultiLingual can help your students better understand the intersection of language, technology and culture via timely articles written by experts around the world. We can provide you with print and digital subscriptions plus other resources on www.multilingual.com. Your students can learn about: • Building a business in another country • Globalization • Internationalization • Managing virtual teams • Project management • Translation • Web design • Localization Contact us at [email protected] to learn more about using MultiLingual in your classroom and preparing your students for their careers. www.multilingual.com www.multilingual.com January/February 2015 MultiLingual | 61 Buyer’s Guide

Saudisoft Co. Ltd VistaTEC With 30 years in the language industry, Saudisoft knows At VistaTEC we understand what it takes to captivate, Translators without Borders how to support your business growth by localizing your engage and inspire a global audience. Every day we Translators without Borders is an independent regis- content. Specializing in the Middle Eastern, African and help to optimize the global commercial potential of tered nonprofit association based in France that assists Asian languages, the company has five offices around the some of the most iconic brands, products and ser- non-governmental organizations (NGOs) by providing region in Egypt, Saudi Arabia and Dubai. Saudisoft pro- vices the world has ever seen. Since 1997 we have free, professional translations. Founded by Lexcelera in vides multilingual software localization, documentation, been providing world-class localization solutions to 1993, Translators without Borders has provided over two website localization, multimedia localization, DTP, engi- many of these large companies worldwide. Global million dollars worth of free translations. Thanks to the neering and testing services. Linguistic and engineering commerce is evolving and accelerating at a tremen- funds saved, NGOs are able to extend their humanitarian capability combined with unrivaled levels of service and dous pace and organizations operate within markets work. Languages 11 attention to detail have earned Saudisoft awards from lead- where customers are increasingly mobile, well in- Translators without Borders Paris, France, 33-1-55-28-88-09 ing companies worldwide. Languages More than 100 formed and open to change more than ever before. Email: [email protected] Contact VistaTEC today. We're the leaders in global Saudisoft Co. Ltd Egypt, 20-2-3303-2037 Web: www.translatorswithoutborders.org Ad on page 55 Email: [email protected], Web: www.saudisoft.com content solutions. Languages All VistaTEC Europe Dublin, Ireland, 353-1-416-8000 North America Mountain View, CA USA, 409-898-2364 Email: [email protected], Web: www.vistatec.com Ad on page 6 Project Management

TOIN Corporation TOIN has achieved a 50-year track record of excellence by, as our clients say, being consistently “present” to meet their needs. TOIN offers a spectrum of translation, Turnkey Language Solutions localization and consulting solutions to Global 1000 Xlated Ltd. Xlated is a young and dynamic localization service pro- Global Language Solutions (GLS) is a full-service ISO companies across a range of industries including auto- 9001:2008 and EN 15038:2006 certified translation motive, IT, telecommunications, life sciences, e-learning, vider, founded and managed by translators with 16+ years of specialization in software localization. Thanks and interpreting company delivering solutions in over software, gaming, semiconductors and consumer prod- 100 languages. GLS provides turnkey project manage- ucts. TOIN provides exceptional strength in Asia as well to a proven knowledge of internationalization and localization processes, a team of highly skilled and motivated ment, culturally and linguistically accurate document as a global reach, with offices in Japan, China, Korea, the translations, website localization, multilingual typeset- United States and the United Kingdom. Languages Japa- professionals, and an intelligent use of the most recent translation technologies, we offer a wide range of multi- ting/graphic design, linguistic validation, conference nese, Traditional and Simplified Chinese, Korean, Malay, interpreting and voiceovers. The company's clients in- Thai, Vietnamese and European languages lingual services for small to large and complex software localization projects. Services include terminology man- clude leaders in the medical devices, pharmaceutical, TOIN Corporation health care, financial, legal, manufacturing, marketing Japan Tokyo, Japan, 81-3-5759-4353 agement, translation of GUI and user documentation, Email: [email protected], Web: www.to-in.co.jp linguistic and functional quality assurance, engineering, and technology industries. GLS is a WBENC-certified North America Dallas, TX USA, 1-612-986-3108 multiplatform DTP and consulting. Languages Greek, Women's Business Enterprise (WBE) with offices in Email: [email protected], Web: www.to-in.com French, Italian, German, Spanish, Portuguese, Russian Asia, Europe, South America and the United States. Languages More than 100 Europe London, United Kingdom, 44-7890-290123 Xlated Ltd. Kells, County Meath, Ireland, +353-(0)46-925-0005 Email: [email protected], Web: www.to-in.com Email: [email protected], Web: www.xlated.com Global Language Solutions Irvine, CA USA, +1 949-798-1400 China Shanghai, P.R. China, 86-21-3222-0012 Email: [email protected] Email: [email protected], Web: www.to-in.com Web:www.globallanguages.com Nonprofit Organizations Terminology Management

Ushuaia Solutions Ushuaia Solutions is a fast-growing Latin American company providing solutions for translation, localiza- The Rosetta Foundation tion and globalization needs. Ushuaia Solutions is fo- Access to information is a fundamental and univer- cused on being creative and proactive to meet tight time sal human right. It can make the difference between prosperity and poverty, freedom and captivity, life and Kaleidoscope frames with a high level of quality and a cost-effective quickTerm manages the entire terminology life cycle. If budget. Customizing its processes, Ushuaia assures death. The Rosetta Foundation is a nonprofit organization registered in Ireland promoting equal access you would like to see your SDL MultiTerm terminol- project consistency and technical and linguistic accu- ogy used enterprise-wide, Kaleidoscope has the ideal racy, thus reducing clients’ time-to-market. Ushuaia to information and knowledge across the languages add-on: quickTerm. With quickTerm, individuals do combines state-of-the-art technology with top-notch of the world. It maintains the Translation Commons not need to be terminology-savvy power users or have experienced native translators, editors and software (www.trommons.org) matching nonprofit translation engineers. Our mission is to work together with our projects and organizations with the skills and interests their own MultiTerm license to quickly and easily ac- clients, thereby creating a flexible, reliable and open re- of volunteer translators. cess terminology. Users can simply search for terminol- lationship for success. Languages Spanish (all varieties), Languages All ogy from within any application or via a web browser. Portuguese (Brazil) The Rosetta Foundation Dublin, Ireland, +353-86-7851749 This alone significantly raises the level of terminology Ushuaia Solutions Rosario, Argentina, 54-341-4493064 Email: [email protected] adherence. Additionally, quickTerm enables enterprise- Email: [email protected] Web: www.therosettafoundation. com wide participation in terminology discovery, approval Web: www.ushuaiasolutions.com Ad on page 41 and revision processes, which further ties in colleagues in the terminology process. Languages German, English Kaleidoscope GmbH Maria Enzersdorf, Austria, 0043223643498-0

Email: [email protected], Web: www.kaleidoscope.at Get the latest industry news at www.multilingual.com/news Ad on page 36

62 | MultiLingual January/February 2015 [email protected] Buyer’s Guide

cost management and invoicing can be automated in the CIKLOPEA is certified in accordance with ISO 9001: Translation collaborative translation platform. Languages All 2008, EN 15038:2006 and ISO 27001:2005. Languages Wordbee Soleuvre, Luxembourg , +352 2877 1204, +1 503 287 0023 More than 25 languages

Management Systems Email: [email protected], Web: www.wordbee.com CIKLOPEA Zagreb, Croatia, +385-1-3751736 Email: [email protected], Web: www.ciklopea.com Ad on page 47

Plunet BusinessManager Multiple Platforms Plunet develops and markets the business and work- XTM: Better Translation Technology flow management software Plunet BusinessManager Multiple Platforms — one of the world’s leading management solutions XTM is a fully featured online CAT tool and transla- When it comes to translation, we hear you for the translation and localization industry. Plunet tion management system available as a pay-as-you-go Delivering results, solutions and resources to vendor man- BusinessManager provides a high degree of automa- SaaS or for installation on your server. Built for col- agers, project managers, production managers, directors tion and flexibility for professional language service laboration and ease of use, XTM provides a complete, and C-level executives of MLV language service provider providers and translation departments. Using a web- secure and scalable translation solution. Implemen- companies. On-time and on-budget. Polish and other based platform, Plunet integrates translation software, tation of XTM Cloud is quick and easy, with no in- CEE languages. 25,000,000+ words translated and local- financial accounting and quality management systems. stallation, hardware costs or maintenance required. ized. 17,000+ projects completed. 25+ fields of expertise Various functions and extensions of Plunet Business- Rapidly create new projects from all common file covered. 5+ types of content covered. 130+ LSP-MLV cus- Manager can be adapted to individual needs within a types using the templates provided and allocate your tomers served. 200+ end-clients' content dealt with. 150 configurable system. Basic functions include quote, resources to the automated workflow. XTM enables actively collaborating linguists. No more headaches, no order and invoice management, comprehensive finan- you to share linguistic assets in real time between more after hours. Ten years and counting. cial reports, flexible job and workflow management as translators. Discover XTM today. Sign up for a free CONTRAD Olsztyn, Poland, +48 89 614 11 00 well as deadline, document and customer relationship 30-day trial at www.xtm-intl.com/trial. Languages All Email: [email protected], Web: www.contrad.com.pl Ad on page 11 management. Unicode languages Plunet GmbH Berlin, Germany, +49-(0)30-322-971-340 XTM International Bucks, United Kingdom, +44-1753-480-469 Email: [email protected], Web: www.plunet.com Email: [email protected], Web: www.xtm-intl.com Ad on page 43

Diskusija – Translation and Localization Diskusija is a regional LSP specializing in the languages of the Baltic countries and Central, Eastern and South- Smartling XTRF Translation Management Systems eastern European languages. Our core business is serv- Smartling provides an innovative, cloud-based Multiple Platforms ing other LSPs. If you need translation into any of these translation management platform that lets com- XTRF is a global management system for translation languages, we are ready to help in whatever way suits panies quickly translate and deploy their websites agencies. With built-in, cutting-edge Java technology, you best. Your goal to provide your customers with the and dynamic web applications, mobile applications XTRF is a flexible, customizable and web-based soft- best services is our goal! We always try to be an extension and business documents across the entire corporate ware, enabling web access for a company’s suppliers and of our client’s team in order to understand the require- digital infrastructure. By streamlining the translation customers. It’s designed to help translation companies to ments and the working style, to find the best solutions management process, Smartling ensures confidence streamline all of their daily activities, and it guarantees together, and, in other words, to become real partners. with high-quality translations every time and re- smooth management of the company while reducing If you are looking for a flexible, adaptable partner, we duces time-to-value on globalization and localization administrative costs. Project management, invoicing, are your choice. Languages Baltic, Central, Eastern and efforts. Brands that rely on Smartling include Four- quotations, ISO 9001 reports and CRM are the main Southeastern European languages square, GoPro, HotelTonight, Path, Pinterest, Shut- fields covered by the system. Designed by translation Diskusija Vilnius, Lithuania, 370-5-2790574, Fax: 370-5-2790576 terstock, Spotify, SurveyMonkey, Vimeo and more. and localization professionals and created by the best IT Email: [email protected], Web: www.diskusija.lt The Smartling platform currently serves billions of team, this powerful tool will reduce the time spent on

page views per month in more than 100 languages repetitive tasks and increase a company’s effectiveness. across the globe. XTRF Kraków, Poland, 48-12-255-14-80 Smartling New York, NY USA, 1-866-707-6278 Email: [email protected], Web: www.xtrf.eu Email: [email protected], Web: www.smartling.com Ad on page 38 Localization? Asianlization with HansemEUG Translation Services HansemEUG is a leading localization provider specializing in Korean, Chinese, Japanese and other Asian and Middle Eastern languages including Vietnamese, Thai, Malay and Arabic. We have over 150 in-house staff who are all professionally trained and experienced in developing content for a variety of audiences. Our pro- Wordbee Translator fessionalism and experience ensure that your software Web-based Translation Services Provider in SEE or mobile device localization, or medical translation Wordbee is the leading choice for enterprises and trans- CIKLOPEA is one of the leading translation and local- projects are accurate, clear and of the highest quality. lation professionals who need to save money and make ization services providers in the region of South East HansemEUG provides a single solution for all your their company run more efficiently. Wordbee has the most documentation projects, including manual devel- complete feature set of any cloud solution: a CAT editor Europe (SEE) specialized in translation projects, inter- opment, in-house DTP and graphic design, lan- including linguistic resource management, QA, spell- preting and localization into the languages of the South checking and machine translation combined with project region (Croatian, Slovenian, Serbian, Bosnian, Mace- guage audits and consulting services for Chinese management capabilities such as automated workflows, donian, Montenegrin, Albanian, Bulgarian and Roma- GB compliance. Our headquarters are located in crowdsourcing, business analytics and API connectivity nian). Our fields of specialization are manufacturing, Korea. Languages Asian and Middle Eastern languages with third party applications. Project setup effort is sig- consumer products, engineering, industry, technol- HansemEUG, Inc. Suwon-si, Gyeonggi-do, Republic of Korea nificantly reduced. Project manager tasks such as trans- ogy, IT, medical, pharmaceutical, health services, life +82-(31)-226-5042, Email: [email protected] lation assignment, deadline calculation, project phase sciences, law, economics, business, finance, insur- Web: www.ezuserguide.com Ad on page 13 kick-offs, midcycle source document changes, delivery, ance, marketing, PR, communication and tourism. www.multilingual.com January/February 2015 MultiLingual | 63 Buyer’s Guide

Africa, as well as translation-related services to manufacturers of devices, instruments, in vitro diagnostics and software; pharmaceutical and biotechnology companies; medical publishers; national and international LinguaLinx Language Solutions, Inc. medical organizations; and other customers in the med- LinguaLinx is a leading provider of global content and lan- ical sector. Projects include the translation of documen- Skrivanek s.r.o. guage intelligence to organizations around the world. The tation for medical devices, surgical instruments, hospital Skrivanek has been delivering outstanding language content experts at LinguaLinx help manage and localize equipment and medical software; medical information solutions for 20 years, affirming its position as a world messaging to enhance efficiency and provide consistency for patients, medical students and physicians; scientific leader in the translation industry. Our network of 50 across all forms of communication. With offices around articles; press releases; product launches; clinical trial offices in 15 countries throughout Europe, Asia and the world, LinguaLinx provides organizations with local- documentation; medical news; and articles from medi- the United States enables the provision of quality ization solutions that fit their needs including: transla- cal journals. Languages 45, including all EU languages translations and product localization services in over tion and interpretation, marketing communications and MediLingua Medical Translations BV Leiden, The Netherlands 100 languages. Supported by 3,000 linguists, 350 in- website localization, translation memory deployment, +31-71-5680862, Email: [email protected] house native reviewers, teams of experienced project Web: www.medilingua.com Ad on page 47 multilingual SEO, translation readiness assessment and managers, software engineers and DTP specialists, our global content management. Unify your global organiza- cutting-edge technologies facilitate customer-driven tion with a customized content intelligence strategy and solutions to meet the most exacting requirements. ensure that your messages resonate across borders with Our reputation is guaranteed by ISO 9001:2008 and language intelligence. To learn more, visit lingualinx.com. EN 15038:2006 quality assurance certifications and a Languages All clientele that includes global corporations and major LinguaLinx Language Solutions, Inc. Troy, NY USA, 518-388-9000 Omnia Group international organizations. Languages All, with a focus Email: [email protected], Web: www.lingualinx.com Omnia has been helping companies successfully deploy on Central and Eastern Europe their message in the global marketplace for 25 years. Skrivanek s.r.o. Prague, Czech Republic, 420-233-320-56 Let Omnia partner with you to meet your international Email: [email protected], Web: www.skrivanek.com communication objectives through a range of bespoke services, including technical documentation translation; Lionbridge marketing collateral transcreation; website and software Lionbridge enables more than 800 world-leading brands localization; multilingual desktop design and publishing; to increase international market share, speed adoption of content authoring and controlled English; and content products and effectively engage their customers in local and term management. Languages 150 language combi- markets worldwide. We provide translation, online mar- nations including rare and obscure languages keting, global content management and application test- Omnia Group Sassuolo, Italy, +39 0536 881375 SpanSource ing solutions that ensure global brand consistency, local Email: [email protected], Web: www.omnia-group.com SpanSource provides translation, localization and re- relevancy and technical usability across all touch points of Ad on page 47 lated services from Western European languages into the global customer life cycle. Using our innovative cloud all regional varieties of Spanish as well as other lan- technologies, global program management expertise and guage combinations through our network of select our worldwide crowd of more than 100,000 professional SLV partners. Our domain focus is on health care cloud workers, we provide integrated solutions that enable and life sciences, software and IT, heavy machinery clients to successfully market, sell and support their prod- and automotive, legal and financial, oil and gas, cor- ucts and services in global markets. Languages All porate training and educational materials. Our com- Rheinschrift Übersetzungen, Ursula Steigerwald Lionbridge Waltham, MA USA, 781-434-6000 prehensive service portfolio also includes unparalleled Email: [email protected], Web: www.lionbridge.com Outstanding localization requires world-class experi- desktop publishing and multimedia localization en- Ad on page 30 ence. Rheinschrift gives your business a native voice gineering support for e-learning materials. Our in- in the German-speaking world. We offer more than 20 house staff of 25 includes project managers, senior years’ experience providing translations and localiza- linguists, desktop publishers, software engineers and tions for software and hardware manufacturers as well graphic designers, which prove to be fundamental in as for the sectors of business, technology, legal matters SpanSource’s centralized, customer-centric approach. and medicine/medical applications. Our services also Languages Focus on Spanish and Portuguese, other range from glossaries, post-editing, project manage- language combinations through partners Localization Care, Because We Care ment and desktop publishing services to many other SpanSource SRL Rosario, Argentina, 54-341-527-5233 Localization Care offers a full range of services from related services. Rely on Rheinschrift to deliver the Email: [email protected], Web: www.spansource.com documentation design through translation, linguistic and most competent translations and meet your deadline, technical localization services. Our experienced team is whatever it takes. Languages German to/from major able to handle projects of any complexity. We guarantee a European languages professional and personal approach to our clients' needs, Rheinschrift Übersetzungen Ursula Steigerwald Cologne, Germany STEPPING STONE including on-time delivery, competitive rates and flexibil- +49-(0)221-80-19-28-0, Email: [email protected] ity. We have extensive expertise in the following industries: Web: www.rheinschrift.de Ad on page 51 Technical and Life Science Solutions automotive, electronics, finance, medicine, pharmacology, Stepping Stone leverages almost 15 years of experi- medical equipment, IT, software, hardware, legislation and ence and scalability whilst maintaining a refined, more. Our client list includes long-term collaborations hands-on, responsive service synonymous with a with companies such as Nikon, Sony, St. Jude Medical, boutique-style agency. Your single-stop for transla- Nike, Adidas, Google, Microsoft and Apple. Give us a try! tion, localization, DTP and testing requirements, we We are sure you won't be disappointed! Languages All tailor environments to handle all CAT/design tools Localization Care Kraków, Poland, +48 12 418 41 83 Translation and Localization Into Polish and are specialists with structured documentation Email: [email protected] Ryszard Jarz˙a Translations is an established provider and multichannel distribution. Our medical team Web: www.localizationcare.com of Polish translation, localization, marketing copy supports medical device companies, CROs and phar- adaptation and DTP services. We focus primarily on maceuticals. We use small, experienced and adept life sciences, IT, automotive, refrigeration and other teams rather than adopting a 1,000-resource selection technology sectors. Our in-house team is comprised lottery, thus building solid relationships with all involved of experienced linguists with medical, engineering — perhaps it’s time we build one with you. In a world and IT backgrounds. We guarantee a high standard changing from quality to quantity — we’re standing of quality while maintaining flexibility, unparalleled responsiveness and reliability. Our services are firm. Languages 70+ including all European, Middle Medical Translations Only certified to EN 15038:2006. Language Polish Eastern and major Asian languages. Medilingua is one of the few medical translation spe- Ryszard Jarz˙a Translations Wrocław, Poland Stepping Stone Riga, Latvia, +371 6728 1110 cialists in Europe. We only do medical. We provide all +48-601-228332, Email: [email protected] Email: [email protected], Web: www.steppingstone.ws European languages and the major languages of Asia and Web: www.jarza.com.pl Ad on page 47

64 | MultiLingual January/February 2015 [email protected] Buyer’s Guide

TripleInk Multilingual Communications MadCap Lingo Sovee As a multilingual communications agency, TripleInk has Windows Multiple Platforms provided industrial and consumer products companies The leaders in technical communication bring you Mad- The Sovee Smart Engine is equipping today's language with precise translation and multilingual production ser- Cap Lingo, an XML-based translation management solu- service providers with the intelligent innovation they vices for audio-visual, online and print media since 1991. tion used by large multinational corporations, technical need to succeed in a rapidly changing industry. The Our experience in adapting technical documentation writers and freelance translators. MadCap Lingo offers Smart Engine is designed to do the heavy lifting and sig- and marketing communication materials covers a wide range of industries, including biomedical and health support for a wide range of file formats, works with ma- nificantly reduce post-editing time. The Engine learns care; building and construction; financial services; food jor industry TM systems and is fully integrated with the translation preferences for industry terms and uses them and agriculture; high-tech and manufacturing; and hos- leading content authoring application MadCap Flare. to translate more efficiently across all media, including pitality and leisure, as well as government and nonprofit Through its strategic partner Microsoft Corporation, moving targets such as dynamic website content, video organizations. Using a total quality management process MadCap Software delivers solutions optimized for Mi- and live chat text, as well as more traditional document and state-of-the-art software and equipment, our team of crosoft Windows, Visual Studio and the .NET environ- translation. Languages All foreign language professionals delivers the highest quality ment. A free 30-day trial download is available at www. Sovee Chattanooga, TN USA, 855-997-6833 translations in a cost-effective and time-efficient manner. madcapsoftware.com. Languages All Email: [email protected], Web: www.sovee.com Languages All major commercial languages MadCap Software, Inc. La Jolla, CA USA Ad on page 49 TripleInk Minneapolis, MN USA, 612-342-9800, 800-632-1388 858-320-0387, 888-623-2271 Email: [email protected], Web: www.tripleink.com Email: [email protected], Web: www.madcapsoftware.com Ad on page 16

Translation Tools

SYSTRAN Multiple Platforms Kilgray Translation Technologies SDL Language Technologies SYSTRAN is the market leading provider of machine Windows Windows translation (MT) solutions for the desktop, enter- Kilgray Translation Technologies is the world’s fast- SDL Language Technologies is the leading provider of prise and internet. Our solutions facilitate multilin- est growing provider of computer-assisted translation translation software to the translation industry and gual communications in 52+ language pairs and in tools. In 2005 the company launched the first version of recognized globally as the preferred computer-assisted 20 domains. SYSTRAN Enterprise Server 7, our lat- memoQ, an integrated client-server translation environ- translation tool of government, enterprise, language est achievement, is powered by our new hybrid MT ment designed to facilitate interoperability and team- service providers and freelance translators. Its prod- engine which combines the predictability and consis- work. All of Kilgray’s products — memoQ, the memoQ uct portfolio includes the market-leading translation tency of rule-based MT with the fluency of the sta- server, memoQWebTrans, qTerm and Language Terminal tool, SDL Trados Studio 2011, which offers a complete tistical approach. The self-learning techniques allow — optimize productivity and control of the entire trans- translation environment including translation memory, users to train the software to any specific domain to lation process and environment. Rated #1 by Common terminology and powerful project management tools. achieve cost-effective, publishable quality translations. Sense Advisory among translation-centric TMS systems, With support for the largest number of file formats, an SYSTRAN solutions are used by Symantec, Cisco, and used by thousands of translators, language service open API and growing app marketplace, Studio 2011 is Ford and other enterprises to support international providers and enterprises throughout the world, memoQ the right choice for professionals serious about the busi- business operations. For more information, visit and other Kilgray tools are accepted and appreciated as ness of translation. Languages All www.systransoft.com. premiere translation technologies. Languages All SDL Language Technologies Languages 52 language combinations Kilgray Translation Technologies Béke sugárút, Hungary Maidenhead, United Kingdom, +44-1628-417227 SYSTRAN Software, Inc. +36-30-383-9435, Email: [email protected], Web: www.kilgray.com Email: [email protected] North America San Diego, CA USA, 858-457-1900 Ad on page 27 Web: www.translationzone.com Europe Paris, France, +33 (0)1-44-82-49-00 Ad on pages 2-3 Email: [email protected], Web: www.systransoft.com

Advertiser Index

Across Systems GmbH 22 JFA Marketing 47 Rheinschrift Übersetzungen 51 ADAPT Localization Services 50 Kaleidoscope GmbH 36 Rockant Training & Consulting 34 Asian Language Software Inc. 37 KantanMT.com 37 Ryszard Jarz˙a Translations 47 CIKLOPEA d.o.o. 47 Kilgray Translation Technologies 27 SDL Language Technologies 2-3 Contrad 11 Lionbridge 30 Smartling 38 Easyling 37 LocWorld, Ltd. 67 Sovee 49 EC Innovations, Inc. 33 MadCap Software, Inc. 16 STAR Group 18 EQHO Communications 23 Medilingua BV 47 Translators without Borders 55 EuroGreek Translations Limited 47 Moravia 68 Ushuaia Solutions 41 HansemEUG, Inc. 13 MultiLingual Computing, Inc. 40, 61 VistaTEC 6 Iconic Translation Machines 37 Net-Translators 32 XTM International 43 Janus Worldwide, Inc. 12 Omnia Group 47 www.multilingual.com January/February 2015 MultiLingual | 65 66 O | gloom/ the readers: ing sounds,hecreates apicture ofasnakeintheminds uses thisform,andwithrhythm, lengthandtheuseofhiss- to theirnatural sounds. D.H.Lawrence, inhispoem“Snake” of phanopoeia.Thisdescribes thesenseofthingsasopposed the SpanishdialectofArgentina theysimplygoberp . and saykorekorekore intheMundurukutribeofBrazil, whilein tive. Ilovethefactthatfrogs inAfrikaansgokwaak-kwaa k range from abroad thingsgeta bitmore singularanddescrip- and thebees! cock-a-doodle-doo. Sonoteveryoneagrees aboutthebirds ever, onlyEnglishspeakers, itseems,thinkthatarooster says and Polish, beesmakeabuzzingsound,andcatsmeow. How- neigh, oinkandbaa.Similarly, inAlbanian,Danish,Hebrew naturally widerandmore graphic withthewell-knownmoo, ter. Butfortheamazingkingdomofanimalsrange is us withwords suchasgrowl, giggle,grunt,blurtandchat- go-lucky. and boris-noris(Dorset) meaningcareless, reckless orhappy- (Yorkshire) meaningamotionbetweenwalkingandtrotting; (Scottish) meaningwithonelegoneachshoulder;fidge-fadge self-explanatory bythefollowingexamples:hockerty-cockerty munity asreduplicative rhymingcompounds.Theseare made fectionate andinventivephrases knowninthelinguisticscom- through semi-onomatopoeicphrases, particularlywithjolly, af- swish, whiff,whooshandwhisper. And likewise,withallmatters windy, wetendtoidentifywith sounds ofwaterthere’s plop,splash,gush,drizzleandsoon. do, different soundsforasingleobject.Ifwelookatthe MultiLingual January/February 2015 Takeaway “He reached downfrom afissure intheearth-wall In itsmore complicateduse,onomatopoeiatakes theform It issurely obviousthatwiththemore exotic andbroader For thesoundofhumanvoices,Englishproper provides Rural Britishdialectsloveidentifyingactionandsound Often thewords comeincombinations,reflecting, asthey could bemore vivid,expressive andcolorful! tainly livensupthewaywecommunicate—what description more expressive andinteresting. Itcer- effect thatmimicsthethingdescribed,making the natural soundsofathing,creating asound Onomatopoeia isdefinedasaword thatimitates Adam JacotdeBoinod

and tr Onomatopoeia ailed hisyellow-brown slacknesssoft-bellied down,

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edge ofthestonetrough/

he sippedwithhisstraight mouth…” e thewaterhaddrippedfrom the

and rested histhroat upon [email protected] Discover Global Success In 2015.

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LocWorld27 LocWorld28 LocWorld29 Shanghai Berlin Silicon Valley April 13-15, 2015 3-5 June 2015 October 14-16, 2015

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multilingual-locworld2015.indd 1 20/11/2014 17:25 “The future is already here — it’s just not evenly distributed.”

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