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October/November 2009 Language | Technology | Business October/November 2009 IIndustryndustry FFocus:ocus: IInternationalizationnternationalization DDevelopingeveloping strategiesstrategies forfor iinternationalizationnternationalization IIff aandnd wwhenhen toto internationalizeinternationalize IInternationalizingnternationalizing wwebsitesebsites fforor ssearchearch ssuccessuccess IIn-housen-house llocalizationocalization aandnd iinternationalizationnternationalization CChinahina localizeslocalizes oonlinenline ggamesames fforor ggloballobal pplayerslayers CClient-vendorlient-vendor lessonslessons fromfrom iiStock’sStock’s llocalizationocalization pprogramrogram LLocalizingocalizing sstructuredtructured ccontentontent GGettingetting StartedStarted Guide:Guide: WWritingriting forfor TTranslationranslation 0011 CCoverover ##107.indd107.indd 1 99/24/09/24/09 99:01:09:01:09 AAMM Know-how for Global Success Santa Clara, California, October 20-22, 2009 The conference Global Business Best Practices for global business know-how. Want to venture into new international markets? Experienced business people will provide practical insights and advice Fifty informative sessions on global business best practices, to give you confidence on the global playing field. international marketing, global ad campaigns, Managing Global Websites HR management, global websites, localization and translation management. Need to take your company’s website global? Learn from companies that have outstanding web presences: representatives Large exhibit hall with service and technology vendors. offer their expertise for launching and maintaining your site. Advanced Localization Management Keynote speakers Are you already involved in localization, but would like to learn more? Industry experts provide the latest information on trends, processes, October 21 — Learnings From the Real World technologies and influences that shape the world of localization. Dave Luhr, COO, Wieden+Kennedy During his 20+ years with Wieden+Kennedy, Localization Core Competencies Dave has touched nearly every piece of agency Do you need to localize, but don’t know where to start? business, including Nike, Microsoft, Miller This introductory track provides fundamental principles and arms you with Brewing and Coca-Cola. But his deepest impact the knowledge to take your first steps. has been felt in his current capacity as chief operating officer, where he’s helped expand the company from just one office to the largest Meet professionals from these companies and many more. independent network in the world. See their presentations. Learn from them. Discuss. • Apple • Google • SAI Global October 22 — via live broadcast from New York • Boston Scientific • Intel • SalesForce.com Chris Anderson, editor-in-chief, Wired magazine • CaridianBCT • iStockphoto • St. Louis University As editor-in-chief of Wired magazine, • Cisco • Linden Lab • The World Bank Chris Anderson is one of the most insightful, • Common Sense Advisory • Microsoft • VeriSign knowledgeable and articulate voices at the • Dell • Philips • VMware center of the new economy. Author of • Facebook • Plaxo • Wieden+Kennedy The Long Tail and Free, he has identified • The Gilbane Group • RTMAsia • Yahoo! important new trends in the economy and described new business models for seizing the opportunities they represent. Sponsored by www.lionbridge.com www.across.net www.localizationworld.com 002-032-03 AAdsds 1107.indd07.indd 2 99/24/09/24/09 99:07:22:07:22 AAMM assertio HLNA Technical Translations B.V LANGUAGE LTD BeatBabel LINK UK The Art of Localization The SDL LSP Partners All SDL Language Service Provider Partners demonstrate commitment to optimize the quality and value of the service they deliver through the skilled utilization of SDL Translation Technology, including the newly launched SDL Trados Studio 2009. To choose an SDL LSP Partner please visit: www.lspzone.com/partners 002-032-03 AAdsds 1107.indd07.indd 3 99/24/09/24/09 99:07:29:07:29 AAMM Across Systems is growing! Do you want to grow with us? Across Systems has adapted the concepts of Business Intelligence for a new generation of translation management software. Volkswagen and hundreds of other leading global organizations have already migrated to the Across Language Server – the all-in-one and end-to-end solution for enterprises of all sizes, as well as for language service providers. After capturing the leading position in Europe, we are now at the point of increasing our market share in the US markets tremendously. To expand our US sales force and consultancy group we need additional team members for Across Systems, Inc., headquartered in Glendale, CA. We have several vacancies to fi ll, such as: Sales Manager As a seasoned sales professional with some years of experience in the localization and translation industry and a proven track record in sales, you will help us to switch additional enterprise customers to Across technology. If you can demonstrate success in enterprise software sales, Across will provide extensive growth opportunities for you. Technical Consultant With a solid technical background you will help our customers with training, consultancy and workshops. You will support the implementation and customization of our products, the integration with third party products and the migration from legacy software. Skills in XML, MS SQL and some basic programming knowledge are prerequisites. If you are interested in joining the No. 1 independent software vendor for the linguistic supply chain, don’t hesitate to contact us now. Please send your resume and cover letter to [email protected]. Across Systems, Inc. Info-Hotline +1 877 922 7677 [email protected] y www.across.net Across_StellenAZ.indd004-054-05 AAcross-Contentscross-Contents ##107.indd 1107.indd 4 10.09.200999/24/09/24/0913:12:12 99:11:21:11:21Uhr AAMM u ti ingua M l L October/November 2009l Language | Technology | Business #107 Volume 20 Issue 7 ■ Up Front ■ Feature Articles ■ 6 www.multilingual.com ■ 7 Post Editing ■ Industry Focus 26 Developing strategies for ■ News internationalization — Claudia Galván ■ 8 News 29 If and when to internationalize ■ 15 Calendar — Daniel Goldschmidt ■ Reviews 32 Internationalizing websites for 16 Across Language Server v5 search success — Motoko Hunt — Reviewed by Richard Sikes 36 In-house localization and ■ Columns and Commentary internationalization — Jeffrey Klein Up Front 22 Off the Map — Tom Edwards 40 China localizes online games for global players — Xiaochun Zhang 24 World Savvy — John Freivalds 62 Takeaway — Tex Texin ■ Business 46 Client-vendor lessons from iStock’s localization program — Michael Smith & Gary Muddyman 50 Localizing structured content — Peter Mork ■ 53 Basics ■ 55 Buyer’s Guide 61 Advertiser Index About the cover A Parisian vendor at a sidewalk antiques market in the Marias offers this tray of individual wood-block printing letters for sale. www.multilingual.com October/November 2009 MultiLingual 5 Across_StellenAZ.indd 1 10.09.2009 13:12:12 Uhr 004-054-05 AAcross-Contentscross-Contents ##107.indd107.indd 5 99/24/09/24/09 99:11:22:11:22 AAMM on the web at www.multilingual.com FREE downloadable resources MultiLingual MultiLingual “Getting Started Guides” at #107 Volume 20 Issue 7 October/November 2009 WRITING FOR TRANSLATION Editor-in-Chief, Publisher: Donna Parrish October/November 2009 GETTING STARTED:Guide www.multilingual.com/gsg. Choose screen-quality PDFs for slower connections or print-quality fi les Managing Editor: Laurel Wagers Assistant Editor: Katie Botkin ® 1MBOOJOHBOE8SJUJOH GPS5SBOTMBUJPO for best reproduction. Invaluable resources for ® 0QUJNJ[JOHUIF4PVSDF 6TJOH5SBOTMBUJPO.FNPSZ Proofreader: Jim Healey ® &MFNFOUTPG4UZMF clients, novices and professionals in need of GPS.BDIJOF5SBOTMBUJPO News: Kendra Gray ® 0QUJNJ[FE.5GPS )JHIFS5SBOTMBUJPO2VBMJUZ refresher courses. Printed copies of some guides ® $POUSPMMFE"VUIPSJOH UP*NQSPWF-PDBMJ[BUJPO Illustrator: Doug Jones are also available (contact subscriptions@ Production: Sandy Compton multilingual.com). Cover Photo: Laura Brandon Webmaster: Aric Spence Technical Analyst: Curtis Booker Data Administrator: Cecilia Spence Assistant: Shannon Abromeit Subscribe online at www.multilingual.com/subscribe Circulation: Terri Jadick MultiLingual comes in two great formats: print and digital, and you Special Projects: Bernie Nova can subscribe to either online at www.multilingual.com/subscribe Advertising Director: Jennifer Del Carlo Advertising: Kevin Watson, Bonnie Merrell MultiLingual, the print magazine, is mailed Editorial Board nine times a year (eight issues plus an Language | Technology | Business September 2009 Jeff Allen, Julieta Coirini, annual resource directory/index) for just Bill Hall, Aki Ito, Nancy A. Locke, $58 and includes full access to MultiLin- Ultan Ó Broin, Angelika Zerfaß gual, the digital magazine — delivered Advertising in a new, interactive format with special [email protected] Language Focus: Arabic features that allow you to read it offl ine. 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