Language | Technology | Business July/August 2013

Region Focus: Asia Becoming a multilanguage vendor in Laos Who sells chicken eggs: Cracking Thai localization Challenges of localization for the Burmese market Language status and development in Central Asia Fansubbing in China Mobile app localization for the hotel industry in Asia Business Machine : Inside the enterprise or outsourced? Globalization with agile

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Online resources for everyone MultiLin ual g Did you know www.multilingual #137 Volume 24 Issue 5 July/August 2013 .com features all the Core Focuses, ESOURCES Getting Started Guides and Annual R Editor-in-Chief, Publisher: Donna Parrish Resource Directories? These can Managing Editor: Katie Botkin Industry Resources be downloaded for free and printed. Editorial Assistant: Jim Healey G This is a great opportunity to share etting Star Proofreaders: Bonnie Hagan, Bernie Nova ted Guid News: Kendra Gray valuable information with new es people in your offce – especially if s Production: Darlene Dibble, Doug Jones ore Focu Cover Photo: Donna Parrish you don’t want your valuable printed C Technical Analyst: Curtis Booker archive out of your sight! Just go to Glossary Assistant: Shannon Abromeit www.multilingual.com/cf.php or Circulation: Terri Jadick www.multilingual.com/resource Resource Direstory Special Projects: Bernie Nova Directory.php or, better yet, refer Advertising Director: Jennifer Del Carlo to the Resources tab on the site’s Blogos Advertising: Kevin Watson, Bonnie Hagan menu. Editorial Board Daniel Goldschmidt, Ultan Ó Broin, Arturo Quintero, Lori Thicke, Jost Zetzsche Advertising [email protected] News from the www.multilingual.com/advertising 208-263-8178 Our news items are updated daily. The latest news is shown on our home Subscriptions, back issues, page. Interested in historical information? We have a searchable data- customer service base of over 8,500 news items dated from March 1994 to the present. [email protected] www.multilingual.com/ You can check out a company or product history, or fnd when it was an- subscriptionInformation nounced that someone changed companies. The URL www.multilingual. Submissions, letters com/news is a quick link to this information. [email protected] Editorial guidelines are available at If you would like a www.multilingual.com/editorialWriter free e-mail of news every two weeks, you Reprints: [email protected] can subscribe to our MultiLingual Computing, Inc. 319 North First Avenue, Suite 2 newsletter, MultiLingual NEWS, at www.multilingual.com/multilingualNews. Sandpoint, Idaho 83864-1495 USA [email protected] www.multilingual.com © MultiLingual Computing, Inc. All rights reserved. Reproduction Subscriptions without permission is prohibited. For reprints and e-prints, please e-mail [email protected] or call 208-263-8178. MultiLingual (ISSN 1523-0309), July/August 2013, is published monthly except Apr-May, Jul-Aug, Oct-Nov for US$58, The print magazine is mailed nine times a international $85 per year by MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. Periodicals year (eight issues plus an annual resource postage paid at Sandpoint, ID and additional mailing offces. POSTMASTER: Send address changes to MultiLingual, 319 North First directory/index) for $58 domestically, $85 Avenue, Suite 2, Sandpoint, ID 83864-1495. internationally, and includes full access to This NewPage paper has been the digital version of MultiLingual, deliv- chain-of-custody certifed by ered in a new interactive format. A digital three independent third-party certifcation systems subscription is available for only $28.

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n Up Front n Feature Articles n 3 multilingual.com n Region Focus: Asia n 6 Post Editing 16 Becoming a multilanguage n News vendor in Laos n 7 News — Steven Bussey n 10 Calendar 21 Who sells chicken eggs: n Columns and Commentary Cracking Thai localization — Pakorn Krisprachant 12 Off the Map — Kate Edwards 24 Challenges of localization 14 Macro/Micro — Terena Bell Up Front for the Burmese market 58 Takeaway — Yuji Yamamoto — Jacob Stempniewicz n 49 Basics 26 Language status and development in Central Asia n 51 Buyer’s Guide — Konstantin Josseliani 57 Advertiser Index 29 Asian languages asserting themselves on the global web Vijayalaxmi Hegde 30 Fansubbing in China — Xiaochun Zhang 38 Mobile app localization for the hotel industry in Asia — Angel Zimmerman n About the cover Business Wood block print by artist 42 Machine translation: Inside Katsushika Hokusai (1760-1849) shows the degree of mastery he the enterprise or outsourced? attained in his craft. This display was photographed at the Narita Interna- — Lori Thicke & John Papaioannou tional Airport, Tokyo, Japan. 45 Globalization with agile — Marcia Rose Sweezey

www.multilingual.com July/August 2013 MultiLingual 5

4-5 TOC #137.indd 5 6/26/13 3:40 PM Katie Botkin Post Editing

Covering a continent

Asia is the world’s largest and most and Angel Zimmerman takes some populous continent, and its diversity lessons from mobile app localization Ais profound. Hence, it is quite for the hotel industry in Asia. In diffcult to ensconce or defne in our Takeaway, Yuji Yamamoto (or any one magazine issue. I am Yamamoto Yuji, as it would be happy to report, however, that written in Japan) has a quick this issue on Asia addresses look at some Japanese style a wide variety of topics and guidelines for technical writing. locales, from Kazakhstan to Just to round things out Burma to Japan. a bit more, Lori Thicke and First in our focus, Steven John Papaioannou have put Bussey writes about Laos, together a questionnaire on both historically and from whether clients should outsource the perspective of someone machine translation or not, and trying to set up a localization MarciaM Rose Sweezey takes a look outpost there. Next up, Pakorn at agile development as it relates Krisprachant details some of the to globalization. Kate Edwards has idiosyncrasies of Thai language. Then a column on marketing to specifc Jacob Stempniewicz gives a brief locales, and Terena Bell has another on overview of Burma and its localization the trendy internet currency (or non- challenges, which turn out to be and translation needs, aided by a sidebar currency) bitcoin. somewhat similar to the challenges in by Vijayalaxmi Hegde on the broader This one issue certainly isn’t all that Laos and the surrounding areas. Asian language market. Xiaochun has ever been written about Asia, Next, Konstantin Josseliani discusses Zhang offers an in-depth look at the but it’s a good place to start if you’re Central Asian language development phenomenon of fansubbing in China, interested in Asian localization. W

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6-7 PostEdit-NewsFront #137.indd 6 6/26/13 3:41 PM Localization World’s first conference in Great Britain News News Localization World came to London June 12-14 with eight tracks covering everything from localization basics to technology to the more freeform “unconference” where participants steered the course of the sessions. David Smith, economics editor of The Sunday Times, gave the June 13 keynote. He discussed economies in the post-crisis hangover. The United States has had the weakest recovery in the post-war era: “America is not good, Europe is even worse,” said Smith. “The euro will survive, but not necessarily with all its members.” However, as Smith reminded the audience, world trade is actually currently higher than it was pre-crisis. “The global upturn is being very much led by the emerging economies,” which are growing roughly three times as fast as the advanced economies, Smith noted. The June 14 panel discussion keynote also touched on the long tail of language and commerce, even in the emerging world, where some communities have “leapfrogged” the PC and gone straight to mobile.

Left, from top: Well-known Westminster, London, hosted networking for Great Britain’s frst Localization World; Alpha CRC’s choir opened the June 13 keynote by singing a musical arrangement that included selections from “What a Wonderful World,” originally recorded by Louis Armstrong, and Michael Jackson’s “Heal the World”; keynote speaker David Smith. Above: The exhibit hall at Novotel London West; preconference session June 12. Below: The June 12 opening reception honored Translators without Borders and its board members, sponsors and volunteers, some of whom are pictured here; attendees at the conference dinner in Altitude 360°, a high-rise dining venue located in central Westminster at the top of the Millbank Tower.

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6-7 PostEdit-NewsFront #137.indd 7 6/26/13 3:41 PM News

Resources Demand for language services SpeakLatam updates website continues steady growth SpeakLatam, a translation and localiza- Net-Translators eClassroom Common Sense Advisory, an independent tion service provider with expertise in Latin Net-Translators Ltd., a provider of trans- market research frm specializing in the American Spanish, has updated its website lation and localization services, has created language service industry, has published with localization in Portuguese to complete an eClassroom featuring a series of helpful a new survey-based report that predicts the three main languages of the region. video tips and tricks for technical writers, the global market for outsourced lan- SpeakLatam www.speaklatam.com desktop publishing specialists and other guage services and technology will surpass localization professionals. $34.7 billion in 2013. “Language Services translate plus now in Sweden Net-Translators Ltd. Market: 2013” shows that the demand for translate plus, a provider of language www.net-translators.com language services continues and is growing services including translation, interpreting, at an annual rate of 5.13%. Global trade, desktop publishing, transcription, voiceover VistaTEC contributes international business and content growth and , has opened an of- code to Okapi Framework are three critical drivers for the language fce in Solna, Stockholm. VistaTEC, a provider of localization, pro- services industry. translate plus http://translateplus.com cess management and global release strat- Common Sense Advisory, Inc. egies, has contributed program code to www.commonsenseadvisory.com People the Okapi Framework. The code relates to the reading, writing and processing of ITS Book chapter includes contribution Recent industry hires 2.0 Localization Quality and Provenance by LinguaSys cofounders ■ Janus Worldwide Inc., a provider of metadata within XLIFF 1.2 fles. ITS 2.0 is a A new book, Where Humans Meet Ma- language services, has hired Joseph Varda proposed W3C standard, published by the chines, provides an analysis of the role of as business development director for the MultilingualWeb LT working group. natural language technology in the global company’s Las Vegas, Nevada, offce. VistaTEC www.vistatec.ie marketplace and explores the need for ■ JR Language Translation Services, Okapi Framework Project natural language mapping tools that can Inc., a provider of translation and localiza- http://okapi.opentag.com cull important data from the vast array tion services, has hired Michael Trickey as a W3C (World Wide Web Consortium) of social media postings. Brian Garr and sales executive. Flora Yu has been hired as www.w3.org Vadim Berman, cofounders of LinguaSys, an accounting assistant. Inc., a provider of multilingual human ■ CQ fuency, a provider of language Centre for Next Generation language technologies, contributed exper- services, has hired Mattias Schroeter to be Localisation research groups funded tise on natural language processing for a the new vice president of sales leading all Three groups at the Centre for Next chapter of the book. new business development and strategies. Generation Localisation research center LinguaSys, Inc. www.linguasys.com Janus Worldwide Inc. www.janusww.com for global content technologies have been JR Language Translation Services, Inc. awarded more than €270,000 in funding Business www.jrlanguage.com by Science Foundation Ireland to progress CQ fuency www.cqfuency.com their research around machine translation Skrivanek now in London (MT) adoption, personalized e-learning and Skrivanek Group, a provider of localization Products and Services integration of computer-aided translation solutions, has opened an offce in London, and MT. UK. Joe Atkinson, UK key account manager memoQ 2013 Centre for Next Generation Localisation for Skrivanek, will head up the new offce. Kilgray Translation Technologies, a de- www.cngl.ie Skrivanek Group www.skrivanek.com veloper of translation productivity tools, has released memoQ 2013. New features Localization Project Management TOIN redesigns website include linguistic quality assurance, mul- Certifcation Program TOIN Corporation, a provider of Asian tiple comments to segments, edit distance The Localization Project Management language solutions, has updated its website reporting, translating concordance, super- Certifcation Program is a combination of as part of its 50-year celebration. The frst script and subscript support. self-paced, online learning modules fol- version update has been done on the Eng- Kilgray Translation Technologies lowed by a two-day onsite training work- lish language version with other languages www.kilgray.com shop and certifcation exam. The program to follow. targets professionals with three-fve years TOIN Corporation www.to-in.com LTC Worx 3.0 of experience as a localization project man- LTC, a provider of language technology ager on either the vendor or buyer side. Synthesis opens offce in Brazil solutions, has released version 3.0 of LTC As a Registered Education Provider, The Synthesis, a provider of video game Worx, its web-based business system for mul- Localization Institute has been approved localization, has opened an offce and re- tilingual information management. The latest by the Project Management Institute to cording studio in Rio de Janeiro, Brazil. The version features centralized data and transla- issue professional development units for its company has offces and recording studios tion management, resource assessment and training courses. in the United States, Italy, Spain, Japan, online collaboration, and includes a project The Localization Institute, Inc. Germany and Singapore. schedule module. www.localizationinstitute.com Synthesis www.synthesis.co LTC www.ltcinnovates.com

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8-11 News-Calendar #137.indd 8 6/26/13 2:48 PM News

Scribbity.com General Services Administration schedule. process for app developers and projects Scribbity has announced the launch of LinguaSys, Inc. www.linguasys.com through Google Play. a new web service for the transcription Trusted , Inc. of audio and video content. The HTML5 Startup AccuLing partners www.trustedtranslations.com browser player includes features such as with Western Standard One Hour Translation Ltd. a multilanguage spell checker that also AccuLing, LLC, a linguistic services com- www.onehourtranslation.com contains medical and legal dictionaries. pany, has entered into a partnership with Scribbity has partnered with EQHO Com- Western Standard, a provider of electronic Content Rules, Acrolinx munications, a provider of multilingual and research and translation tools. AccuLing, a formalize partnership multicultural communications solutions, to new startup company, will be led by localiza- Content Rules, Inc., a provider of con- support over 50 languages. tion industry veteran Adam Wooten as CEO. tent life cycle consulting and professional Scribbity http://scribbity.com AccuLing, LLC http://acculing.com services, and Acrolinx GmbH, a developer EQHO Communications www.eqho.com Western Standard www.westernstandard.com of linguistic analytics software, have for- malized a partnership. The partnership will TEXT Language Terminal extend the services portfolio of Content Centrum Lokalizacji C&M Sp. z o.o., a Kilgray Translation Technologies, a de- Rules and provide Acrolinx the capability language service provider, has introduced veloper of translation productivity tools, in to offer on-site deployment and support TEXT ( Tool), a pro- a joint venture with Precognox, a provider services for its software. prietary tool that supports terminology of linguistic-based search, text mining and Content Rules, Inc. www.contentrules.com management and recognizes terminology big data solutions, has developed the trans- Acrolinx GmbH www.acrolinx.com regardless of grammatical forms. lating cloud service Language Terminal. Centrum Lokalizacji C&M Sp. z o.o. Kilgray Translation Technologies Certifications www.cmlocalization.eu www.kilgray.com ■ Plunet BusinessManager, a business Acrolinx 3.1 Transifex part of Coursera Global and translation management system, has Acrolinx GmbH, a developer of content Translation Partners Program been certifed to the EN 15038:2006-08 quality software, has made available version Transifex, a web-based hub for transla- quality standard. Plunet also meets the re- 3.1 of its linguistic analytics engine-driven tions, has partnered with Coursera as part quirements of ISO 9001:2008 and ISO 17100. technology. The updated version intro- of its Global Translation Partners program ■ YYZ Translations, a language service duces Website Checker for search engine to offer translated course lectures across provider, has been awarded CGSB 131.10- optimization. multiple disciplines for students worldwide. 2008 and EN 15038 standard certifcation. Acrolinx GmbH www.acrolinx.com Transifex, Inc. www.transifex.com ■ Mayfower Language Services Pvt Ltd, a software localization company, has received Join2XML Industry companies facilitate ISO 9001:2008 certifcation. Element Language Technology has devel- Google Play for Android developers ■ Skrivanek Group, a provider of localiza- oped Join2XML. The application is intended Trusted Translations, Inc., a translation tion solutions, has been awarded ISO 27001 to reduce the workload during the localiza- service company, and One Hour Transla- for information security management. tion of software resources. It supports XML tion Ltd, a web-based translation services Plunet GmbH www.plunet.com and HTML-based fles and the Unicode provider, will offer translation services di- YYZ Translations http://yyztranslations.com UTF-8 standard. rectly to app developers in the Google Play Mayfower Language Services Pvt Ltd Element Language Technology Developer Console. The goal of the service www.mayfowerlanguages.com www.terra-tms.com is to provide an end-to-end localization Skrivanek Group www.skrivanek.com Clients and Partners YourCulture selected by Wajam A UNIQUE LANGUAGE INDUSTRY EVENT YourCulture, a translation and interpret- ing services company, has been awarded an ELIA’s Networking Days agreement to deliver language translation services to Wajam, a company specializing in social search technology. YourCulture www.yourculture.co.uk

Flex Analytics, LinguaSys partner LinguaSys, Inc., a provider of transla- tion software solutions and services, has

announced a technology partnership with PRODUCED BY Flex Analytics, a provider of multimedia ND Malta 03-05 October analytics, to offer government clients ac- www.networking-days.org cess to native language analytics via the

www.multilingual.com July/August 2013 MultiLingual | 9

8-11 News-Calendar #137.indd 9 6/26/13 2:48 PM An Event Apart DC July August 5-7, 2013, Washington, DC USA. AEA, http://aneventapart.com/event/washington-dc-2013 International Terminology Summer School July 15-19, 2013, Cologne, Germany. Computer-Assisted Translation Course TermNet, www.termnet.org/english/events/tss_2013/index.php August 6-9 , 2013, Monterey, California USA. Monterey Institute of International Studies, www.miis.edu/ IMUG @ PayPal academics/short/translation-interpretation/computer-assisted July 18, 2013, San Jose, California USA. The International Multilingual Computing User Group International Workshop http://events.imug.org/events/95271482 on Speech and Gaze in Translation August 9-10 , 2013, Copenhagen, Denmark. Literary Translation Summer School Copenhagen Business School CRITT

Calendar July 21-27, 2013, Norwich, UK. https://conference.cbs.dk/index.php/TRP/SGT/schedConf/overview British Centre for Literary Translation www.bclt.org.uk/summer-school CETRA 2013 August 14-27, 2013, Leuven, Belgium. WORLDCOMP’13 Centre for , www.arts.kuleuven.be/cetra July 22-25, 2013, Las Vegas, Nevada USA. The University of Georgia IMUG @ Google www.world-academy-of-science.org/worldcomp13/ws August 15, 2013, Mountain View, California USA. The International Multilingual Computing User Group IGDA Summit www.meetup.com/IMUG-Silicon-Valley/events/95271852 July 31-August 1, 2013, San Francisco, California USA. International Game Developers Association Interspeech 2013 www.igda.org/2013SummitCFP August 25-29, 2013, Lyon, France. International Speech Communication Association August www.interspeech2013.org ACL 2013 Conference on Translation, August 4-9, 2013, Sofa, Bulgaria. FIT Asian Translators’ Forum Association for Computational Linguistics August 27-29, 2013, Penang, Malaysia. http://acl2013.org/site/welcome.html Universiti Sains Malaysia, http://ppa14atf.usm.my

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8-11 News-Calendar #137.indd 10 6/26/13 2:48 PM Calendar

Methodological Challenges September for Contemporary Translator Educators October 10-11, 2013, Krakow, Poland. Machine Translation Summit XIV Pedagogical University of Krakow, Jagiellonian University September 2-6, 2013, Nice, France. www.kdp.up.krakow.pl/en/mccte2013_conference European Association for Machine Translation www.mtsummit2013.info TAUS User Conference October 14-15, 2013, Portland, Oregon USA. Brand2Global TAUS www.translationautomation.com/ September 16-18, 2013, London, UK. conferences/taus-user-conference-2013 The Localization Institute, http://brand2global.com/index.html KATS International Conference IMUG @ Adobe October 18-19, 2013, Seoul, Korea. September 19, 2013, San Jose, California USA. Korean Association of Translation Studies The International Multilingual Computing User Group www.kats.or.kr/modules/doc/index.php?doc=esub3 www.meetup.com/IMUG-Silicon-Valley/events/95272112 TriKonf 2013 Nida Research Symposium: October 18-20, 2013, Breisgau, Germany. September 20, 2013, New York, New York USA. GxP Language Services, http://trikonf.com Nida School of Translation Studies http://nsts.fusp.it/events/2013-symposium LavaCon Conference on Digital Media and Content Strategies LRC XVIII October 21-23, 2013, Portland, Oregon USA. September 23-25, 2013, Limerick, Ireland. LavaCon, Inc., http://lavacon.org/2012 Localisation Research Centre, CNGL www.localisation.ie/resources/conferences/2013/index.htm 37th Internationalization & Unicode Conference (IUC37) October 21-23, 2013, Santa Clara, California USA. Technical Communication UK Object Management Group, www.unicodeconference.org September 24-26, 2013, Bristol, UK. Institute of Scientifc and Technical Communicators 7th Colloquium on Translation Studies in Portugal www.technicalcommunicationuk.com October 24-25, 2013, Lisbon, Portugal. CECC, UCP, ULICES, DGS, FLUL 5th International Media for All www.etc.ulices.org/Schleiermacher.2013/Welcome.html September 25-27, 2013, Dubrovnik, Croatia. TransMedia Research Group, http://mediaforall5.dhap.hr Interpreting Studies at the Crossroads of Disciplines October 25-26, 2013, Maribor, Slovenia. ATC Annual Conference University of Maribor, http://events.ff.uni-mb.si/crossroads2013 September 26-27, 2013, London, UK. Association of Translation Companies November http://www.regonline.co.uk/builder/site/Default.aspx?EventID=1239156 tcworld 2013 - tekom October November 6-8, 2013, Wiesbaden, Germany. tekom, http://conferences.tekom.de/tcworld13/home TM-Europe 2013 October 3-4, 2013, Warsaw, Poland. 54th ATA Conference Polish Association of Translation Companies, www.tm-europe.org November 6-9, 2013, San Antonio, Texas USA. American Translators Association, www.atanet.org/conf/2013 ELIA Networking Days Malta October 3-5, 2013, St. Julian’s, Malta. InDialog: Mapping the Field of Community Interpreting ELIA (European Language Industry Association) November 15-16, 2013, Berlin, Germany. www.elia-association.org/index.php?id=ndmalta ICWE GmbH, http://indialog-conference.com

Localization Project Management Certifcation Low Countries Conference II October 7-8, 2013, Santa Clara, California USA. November 28-30, 2013, Antwerp, Belgium. The Localization Institute, http://localizationinstitute.com/index. University of Leuven, Utrecht University cfm?page=certifcation www.arts.kuleuven.be/cetra/TransferringTS

Localization World Silicon Valley GLoCALL 2013 October 9-11, 2013, San Jose, California USA. November 28-30, 2013, Da Nang, Vietnam. Localization World Ltd., www.localizationworld.com APACALL, PacCALL, http://glocall.org

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8-11 News-Calendar #137.indd 11 6/26/13 2:48 PM Off the Map Kate Edwards

Cultural targeting Column

In today’s highly competitive global markets for information and consumable content, one of the Igreatest challenges facing both the content cre- ators and the content distributors is the ability to reach their intended audience. While most would like to believe (perhaps too optimistically) that every human being on the planet should want and enjoy their offerings, the time-proven reality is that people clearly have cultural and regional preferences that cannot be ignored.

Naira ( =N ) notes from Nigeria’s Central Bank. The profession of international marketing is rife with many examples of cultural faux pas and miscalculations that ended up as corporate disasters or at least signifcant setbacks for the the advertisements for the candy bar, a colorful map of India company. Probably the best known example, at least the one I and its states were displayed, and the entire Jammu and Kashmir hear quoted more than any other, is the issue with the Chevy region in the far north was colored bright red. What’s worse is Nova automobile. As the story goes, General Motors released the that this region contained the phrase “Too good to share” in an Nova in Latin America, not realizing that in Spanish the transla- attempt to draw a parallel between their confection and the tion of nova equates to “it doesn’t go” — not an ideal slogan highly disputed region that’s been the subject of a few wars and for a car. Supposedly, this Chevy model wasn’t very successful many casualties over the decades. This infamed sensitivities over because of the poor choice of name for the Spanish-speaking the issue and caused signifcant backlash, and it didn’t help the markets, but this story is mostly an urban legend that has grown situation that the perpetrator was a British company, the United over the decades to become the ultimate example of a market- Kingdom being the former colonial power in India. ing blunder. The reality is that the Nova actually was a fairly But reaching a local market entails far more than marketing. successful vehicle in Latin America, despite how its name could More importantly, most global companies understand that be interpreted. to truly tailor to a consumer and build a long-term relation- However, when American Motors released their Matador vehi- ship, the products themselves need to reflect a consideration cle in Puerto Rico in the early 1970s, that actually was a sensi- of local expectations and values. Obviously the process of tive issue. Matador means killer in Spanish, and given Puerto Rico’s particular opposition to bullfghting (a practice that had been abolished a century earlier), the market didn’t take well Kate Edwards is a geographer and the principal consultant of to a product with that label. And how about the marketing Geogrify (dba Englobe), a Seattle-based consultancy for cultural- blunder in 2002 when the Cadbury chocolate company released ization and content strategy. She is also the executive director of a campaign in India for a chocolate bar called Temptations. In the International Game Developers Association.

12 | MultiLingual July/August 2013 [email protected]

12-13 Edwards #137.indd 12 6/26/13 2:50 PM Column

targeting a specific culture requires It’s fair to point out, however, that tar- better, because we have a plethora of not only a careful examination of geting a specifc culture may not always data, research and ready access to people the linguistic issues, but also a much result in a product or content that will be around the globe. There are many com- broader understanding of the cul- considered ideal. As the saying goes, “the panies that specialize in market research tural context, including the variables road to hell is paved with good inten- and demographics, and many social of faith, politics, history, ethnicities tions,” and I’ve seen several cases over the scientists who are increasingly being and so on. This is where the process years where companies conceived of a leveraged by technology and content of culturalization — not just localiza- plan to reach a specifc demographic, but companies to fll the crucial knowledge tion — becomes especially relevant, their execution was really off the mark. gap required by culturalization. The trend and particularly the need for proactive As an example, I was asked a few years is improving but it still requires frms to culturalization. ago to consult on a video game concept pause and carefully consider the end goal While reactive culturalization involves that was intended to appeal specifcally of their product push. Every company removing potentially offensive or sensi- to Native Americans — an admirable goal wants to maximize its sales, but the tive elements, proactive culturalization for an underserved demographic. On the better companies today realize that you consists of making content more mean- surface, the high-level idea was fresh and can no longer brute force products into ingful and relevant for local consumers. plausible. However, once the details of a market. It’s a more time-intensive and research- the execution plan were specifed along Ultimately the process of cultural dependent phase of content develop- with preliminary artwork and plot details, targeting is one that requires additional ment yet the potential return on the it quickly became evident that this idea expenditures of time and resources. To investment can be signifcant. We’re not was not only not going to work, but it really do it well, companies must make a talking only about language but about would likely result in being explicitly long-term commitment to frst change tailoring at a more fundamental level, so offensive to the very target audience it the fundamental way they develop, that consumers may perceive the prod- was hoping to serve. For example, one meaning that they must design their ucts as being something “local” in nature key problem was using a symbol con- products in such a way to make the or at least very locally relevant. Adding sidered sacred to some Native American tailoring of locale-specifc content easy greater meaning to content enhances the tribes as a protagonist; by analogy, this and fexible. Once this foundation is image of the supplying company; that would be like using a crucifx or Star established, along with a development is, it is perceived as really understanding of David as an actual character in a pipeline that allows for locale-specifc that particular market and in the best game. Needless to say, the project was input during the creative process (such case scenario, the consumers don’t even discontinued because the core idea was as leveraging user research and demo- realize that the product was not pro- unredeemable and too much budget had graphics), the company will discover the duced in-country. already been spent on the concept stage. true freedom to design, develop and Sometimes the cultural targeting One of the benefts of living in an target content for virtually any culture is relatively easy to achieve, as it may information society is that we can know or market. M require just some minor revisions or addi- tions to greatly escalate the perceived value. Several years back, I was working on a productivity software suite and at the time, the symbol for the currency of Nigeria, the naira ( =N ) was not present in the software. The general manager of the Nigerian subsidiary pointed this out and said that if the naira symbol was added to the fnancial components of the software, this simple act would be a tremendous win for the company in the Nigerian mar- ket. At the time, no other software was allowing for the naira symbol to appear. Unfortunately, the initial reaction from the company’s headquarters at the time was that the feature request was too late in the product cycle and that the market was not “signifcant” enough to justify the change. How shortsighted! Thankfully the symbol eventually did get added, but with a potentially lost opportunity. Again, targeting a local culture isn’t just about well-crafted marketing campaigns; in fact, more importantly it’s about giving the people what they really need.

www.multilingual.com July/August 2013 MultiLingual | 13

12-13 Edwards #137.indd 13 6/26/13 2:50 PM Macro/Micro Terena Bell

Column Now accepting bitcoin

You can’t use your Visa. And they won’t take crack the encryption from their parents’ basements (pos- American Express. But my local fea market has sibly joking about the basement) and every ten minutes, up started accepting bitcoin. Yes, that’s right. Here to twenty-five new bitcoins may be created. But unlike real Y money, there’s a limit. When we want more money in the in Louisville, Kentucky, USA, you can buy vin- United States, the government takes the paper and prints it. tage clothing, leather-bound books, Depression- Granted, the US Treasury has to worry about devaluing the era glass and much, much more with a fake, dollar every time it does this, but technically, it can be done. internet currency. The bitcoin program, though, is written so that once there are 21 million bitcoins in the world, there will be no more For those of you unfamiliar, bitcoin is the world’s trendi- created, ever. In this way, it’s a currency that self-stabilizes est non-money. I call it non-money because even though without ever touching a bank or a bailout. you can buy stuff with it, bitcoin is not a lawfully regulated It’s kind of cool in that hippie-dippy-trippy sort of way. currency. But unlike the days of the bartering system when If money is power, then by placing control of money back my great-grandfather taught piano lessons in exchange for a in the hands of the people, bitcoin in turn gives power to pig, a bitcoin’s value is assigned and agreed upon uniformly the people. Part of me kind of wishes I’d thought of it. I’ve by its entire community of users. As of this writing, according known about bitcoin for a while now. I’ll admit, the new un- to conversion site preev.com, a single bitcoin is worth 82.57 money first got my attention when it was featured on the USD. That’s a pretty impressive trade value if you ask me. “Finding Mr. Bitcoin” episode of the CBS show The Good Wife To be honest, I’m not really sure how the exchange rate on January 15, 2012. But April 12, 2013, bitcoin became itself is determined. Unlike the US dollar — which at one something non-Good Wife fans couldn’t ignore. It wasn’t time was backed by proverbial gold in Fort Knox — there just a plotline for a sexy courtroom drama; it was a swing- is no commodity backing bitcoin. From what I do know, a ing currency. In the two days prior to April 12, the value of developer working under the pseudonym of Satoshi Naka- the bitcoin high-peaked, then plunged over 70%. Investors moto just randomly woke up one day and thought, “Why not in bitcoin lost more than $2 billion combined. This meant develop a currency?” As a result, bitcoin has no country, no everybody who had a little bitcoin something-something on legislation or regulation and no one even knows developer the side tried to shake off his holdings like an ex-girlfriend Satoshi’s real name — except maybe his mother. It’s free, like Valentine’s date. The servers at Mt. Gox, the Japanese firm the internet it’s traded on, and bitcoin can be purchased or where 80% of bitcoin trading happens, shut down from the sold by anyone using any computer or smartphone any- unexpected increase. I won’t liken the bitcoin rush to Black where. New bitcoins are created by computer geniuses who Tuesday, but it was the internet’s own version of when the citizens of Bedford Falls charged the bank in It’s a Wonder- ful Life. Terena Bell is CEO of In Every Language, secretary for the board That same April, entrepreneur Jeff Berwick announced to of GALA and recently completed a two-year term on the national CNN Money that he’s developing the world’s first bitcoin leadership council for the Association of Language Companies. ATMs with plans to place the machines in Cyprus and Los

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14-15 Bell #137.indd 14 6/26/13 2:51 PM Column

Angeles. I won’t get into the obvious required to receive and trade bitcoin, all — but accepting payment in the underpinnings that the rise of bit- but a woman with the capability to most convenient currency for our cli- coin says about our apparent, global sell her translation online may be more ents is a given customer service issue. inability to trust government. From the equipped to manage what she’s paid It’s just every now and then, I think, United States to Japan, we’ve learned for it in an online environment as well, man, would a universal currency simply worldwide that currency strength can especially when you think of the rise be easier to deal with. Again, I only got be diffcult to maintain. And don’t even of mobile in Africa. By making it easier a C in Economics 101, but even I know get me started on the euro. MultiLin- for these women to work indepen- the euro’s way of unifying interna- gual is a translation magazine, after all, dently or to hide their work from tional currency has been nothing short and you defnitely don’t want too much overly patriarchal societies, we would of problematic. So I’m not saying we fnancial advice from the girl who also open up the number of possible should do it as a world, but maybe my barely eked out a C in Economics 101. translators out there for minority accountant would be happier if we did But the not-so-obvious question languages. it as an industry. here is when translation companies Turning from humanitarian reasons Of course, I really just write about will start seeing freelancer requests for to practical ones, as the owner of a ideas here. “Macro/Micro” was never payment in bitcoin. Or when we’ll start translation company now dealing in intended as an end-all, be-all, but having clients who want to pay that the US dollar, the pound and the euro, rather as a jump-off point. I’m simply way. After all, bitcoin originally began I’ve got to admit the logistics can be trying to create dialogue, to get you as an effort to minimize the fees that a headache. And despite the constant thinking more than anything. I look Visa, PayPal and others charge when it weighing of one currency against the out at the world and I see what I see comes to making and spending money other, there’s still part of me that feels and I try to figure out how it might across country lines and that’s pretty like we’re underserving our Swiss cli- impact translation. And last Saturday, much what translation companies do ents by not offering them rates in the I happened to see a sign in the flea — send and receive money across every franc. We do pay all of our translators market that says they’re now accepting border imaginable. Paying and receiv- in US dollars — we are American, after bitcoins. M ing the price of translation in bitcoin definitely wouldn’t be without its ben- efits, especially if tax evasion is your thing. Remember, no governments! But in all seriousness, before the Internal Revenue Service reads this and I have to call Willie Nelson to bail me out, there are a few more substantiated reasons why bitcoin should at least be considered by the world of translation. The first of these that I thought of is purely humanitarian. Perhaps it’s because I originally entered the lan- guage industry as an interpreter work- ing in refugee resettlement, but to me, bitcoin may be the all-too-obvious answer that so many female transla- tors need. There are still many funda- mentalist societies — yes, I’m looking at you, Somalia — where women are not allowed to work unless the men in their families are employed. And even then, in many families, the men have to be employed at the same or at a higher level than the woman for the woman to have permission to work. Bitcoin operates independently from banks and is much less traceable than any regulated currency. Payment in bitcoin could make it easier for these women to secretly save and to there- fore obtain economic independence. Of course, this is assuming that they not only have the technical know-how but the basic computer equipment

www.multilingual.com July/August 2013 MultiLingual | 15

14-15 Bell #137.indd 15 6/26/13 2:51 PM Becoming a multilanguage vendor in Laos

Region Focus Steven Bussey

Some believe the white disk on the Lao- of the French Colonial Empire tian fag represents the unity of the people. and the three Lao territories were united once more. Another theory is that it symbolizes the full The country is Laos but the Smoon rising over the Mekong River. A third people and their language are is that it signifes the country’s bright future, Lao. The answer to where the s and this is perhaps the most pertinent. After came from lies at this point in history. Some hypothesize that experiencing economic growth at an average in uniting three different Lao of 7% over the last decade, the future cer- states, the noun became plural. tainly is bright — booming, even. The World Laotian fag. Another theory is that it was Bank has predicted growth will continue a mistranslation from French. Royaume des Laos means kingdom of the Lao people. at an average of 7.6% from 2013 to 2015. The After a brief occupation by Japan during World War II, smallest, least developed economy in Southeast Laos gained full constitutional independence in 1953. Years of Asia, which was once overlooked by investors, is confict followed; civil war between the royalist government and communist national group Pathet Lao plagued the country expanding rapidly. for over two decades. Laos was also involved in the Vietnam War. According to the United Nations, it was the most heavily Laos is Southern Asia’s only landlocked country. It has fve bombed country, per capita, in the world. neighbors: Thailand and Myanmar to the west, China to the In 1975, with help from the Vietnamese, Pathet Lao over- north, Vietnam to the east and Cambodia to the south. It covers threw the royalist government. They abolished the monarchy an area of 236,800 square kilometers and has a population of and formed Lao People's Democratic Republic. Subsequently, approximately 6.5 million. Laos became isolated from its neighbors and completely depen- Like its surrounding neighbors, the country has endured a dent on Vietnam. Following the decline of the Soviet Union, turbulent past. The national fag also has two horizontal bands the government came under pressure. In the 1980s, reformed of red, said to represent the bloodshed in the people’s fght for economic policies took place, with a return to private enterprise independence. The ancient fourteenth century kingdom of Lan and the liberalization of foreign investment laws. Xang, translated as a million elephants, was regarded as the Today, Laos is a single-party socialist republic governed by country’s golden age. Its demise in the late 1600s resulted in the Lao People’s Revolutionary Party. Following in the foot- invasion from Burma, Cambodia, Siam and Vietnam, which ulti- steps of China, the communist government retains a monopoly mately led to its division into three states. In 1893 it became part of political power but the economy is left to market forces. It was described by fnancial advisory frm Ernst & Young as a “fedgling pseudo-capitalist economy.”

Steven Bussey is vice president of global The moon rises marketing at EQHO Communications Ltd. Leaving its turbulent past behind, Laos is now embracing a and a British national. He has lived and worked new era of growth and development. According to the World in Thailand for over a decade, specializing Bank, the economy achieved 8.3% growth in 2011, the top six- in Southeast Asian language services. teenth in the world. The industrial production growth rate was

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16-20 Bussey #137.indd 16 6/26/13 2:52 PM Region Focus

Clockwise from top left: Tourism is prevalent in Laos due partly to its lush scenery; consumer goods and yellow license plates indicate rising wealth; traditional dress and culture can also be a tourism draw.

the third highest in the world at 17.7% generate 1,285 megawatts of power that as a member of the World Trade Orga- in 2010. will be sold to Thailand. This is one of nization. The country is also a member The Vientiane Times reported that for- numerous hydroelectric projects; the Chi- of the Asia-Pacifc Trade Agreement, eign investment is fowing in from Viet- nese alone are involved in over thirty. Association of Southeast Asian Nations nam, Thailand, China, Korea and France. Tourism is one of the fastest grow- (ASEAN), the ASEAN Free Trade Area, According to a Wall Street Journal (WSJ) ing industries in Laos. With over three East Asia Summit and La Francophonie. article titled “Foreign Money Pours Into million visitors in 2012, it was up 14% It is preparing for integration into the Laos,” direct foreign investment has risen over 2011 according to Travel Daily News ASEAN Economic Community (AEC). 40% for two years consecutively. Asia. In May 2013, Laos was named the The AEC will unite 600 million people With a gross domestic product of world's best tourist destination for 2013 and bring about a combined economy of $19.15 billion, Laos is much smaller than by the European Council on Tourism and some $2 trillion (2010). Free movement Myanmar and Cambodia and doesn’t get Trade. Other signifcant growth areas are of goods, services, labor and capital is as much attention as other emerging mar- agriculture, forestry, rubber, construc- set to transform the region in 2016, with kets in the region. Nonetheless, the coun- tion, cement and garments. full integration into the global economy. try is rich in natural resources, including Laos has recently moved from lower, to Billions are being spent on improving coal, gold, bauxite, tin and copper. Mining lower-middle income status. According to infrastructure and transport connectiv- accounts for 27% of foreign investment, the CIA World Factbook, economic growth ity. Major rail projects are underway and hydropower accounts for another has reduced offcial poverty rates from 46% linking landlocked Laos with China, 25%. Strategically positioned at the cross- in 1992 to 26% in 2010. The World Bank Vietnam and Thailand. Work has begun roads of the Greater Mekong Subregion of expects it to progress from United Nations on a 421-kilometer, high-speed China- the Mekong River basin, which comprises Least Developed Country status by 2020. Laos railway, running from Luang some 300 million people, Laos aims to Namtha to Vientiane at speeds of up to become the “battery of Southeast Asia.” Trade relations 160 kilometers per hour. The Centre for The development of the controversial On February 2, 2013, after years of Aviation recently reported that an infux Xayaburi Dam, costing $3.5 billion, will economic reform, Laos was accepted of business travelers and tourists means

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the aviation industry has grown by over homes occupied by multiple generations 100% in the last 15 months. Expansion to apartments and independent living. plans involve the opening up of new Vientiane has developed a French- routes including Luang Prabang and a cosmopolitan vibe with trendy outlets series of new carriers. and eateries. Residents are likely to be Laos has an unleveraged fnancial found sipping coffee in cafes, or working position with a well-capitalized, con- out at the gym as the ftness fad takes servative banking system and a grow- hold. Many Thai companies are supply- ing securities market. Lao Securities ing “lifestyle” products and services to Exchange opened in 2010 with the hope affuent Lao residents, including cable of raising $8 billion in equity and bond TV, True Coffee, Fuji and Oishi. sales to fund new projects. While it shares many cultural simi- The pro-business government is com- larities with Thailand, Laos has a strong mitted to raising the country’s profle. The sense of identity and national pride, cre- investment climate is very favorable, with ating a fervent need for localization. The 100% foreign ownership and tax incentives National University of Laos, for example, for foreign companies. Last year, the Amer- uses the Thai curriculum, but very much ican Chamber of Commerce (AMCHAM) wants to develop its own. opened a sub-branch in Laos, creating a However, there is very little in the Lao focal point for US business and strengthen- language to be found on the internet. ing economic ties between the two nations. While Google and Facebook are Lao- One of the most appealing reasons to Tat Kuansi is a well-known ready, the amount of Lao web content invest in Laos is its labor force, which is waterfall in Luang Prabang. is nominal — certainly not enough one of the least expensive in Asia. The In “Make Way for Southeast Asia’s New- to satisfy an eager young population workforce is young and enthusiastic, est Boom Economy," WSJ journalist Patrick armed with smartphones and wanting to with a median age of 21.6 years. Energy Barta commented on this new-found wealth embrace the international scene. Despite costs are among the lowest in the region last year, stating that “shiny new Cadillacs the socialist government presence, there too. Therefore, the country is an attrac- and Mercedes Benz cars — and even at least are no signs of web censorship. tive proposition for manufacturing sec- one Ferrari — are spotted on Vientiane’s One of the greatest challenges inves- tors. Coca-Cola Company has recently streets. Sushi restaurants, boutique hotels tors face is the Lao language. French announced plans to invest $40 million and wine bars are proliferating.” is commonly used in government and in the next fve years to begin bottling Of course, cars are only an artifcial commerce, but the level of English is products in Vientiane, expanding its indicator of wealth. Yet in Laos, the very low. This is expected to change as presence across Southeast Asia. color of your number plate indicates English was elected the offcial language vehicle payment status. A yellow plate of ASEAN and AEC. As Laos’ surround- Lifestyle and locale means the car was fully paid for in cash, ing countries are its most prolifc inves- The youthful working populous is driv- whereas white indicates it is company tors, this presents the possibility of many ing consumer demands and the under- or fnance bought. On the streets of challenging language pair combinations, penetrated domestic market is growing Vientiane there are an awful lot of yel- such as Lao to and from Vietnamese, rapidly. Once a sleepy town, Vientiane is low plate cars, indicative of middle class Chinese, Thai or Korean. On the plus side, rapidly evolving thanks to the construc- growth. A marked shift in residential sta- Lao and Thai are very similar and almost tion boom. Here, there are defnite signs tus also suggests a signifcant change in mutually intelligible. Both languages of increased disposable incomes. lifestyle. People are moving from family face the same issues and challenges: line

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16-20 Bussey #137.indd 18 6/26/13 2:52 PM Asia Focus Showcase

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breaking, tone marks and text expansion. tive and many translators lack technical korn University and the University of the Spelling and character sets are different, experience. There are no CAT tools; at best Thai Chamber of Commerce. as Lao includes some characters from the translators are using Microsoft Word, and In coming to Laos, we experienced the Khmer writing system. Unicode fonts for at worst some still use typewriters. Pro- diffculties investors face frst-hand. One Lao are compatible in mainstream com- cesses are old-fashioned and there is no such issue was recruitment. Most transla- puter aided translation (CAT) tools and real knowledge of industry best practices tors were by defnition not professional in desktop publishing applications. such as glossaries or quality assurance translators. They were part-time, without The problem is, only just over half of workfows. Turnaround times are slow and formal qualifcations and didn’t use tools the population is ethnic Lao. This means providers lack the urgency and responsive- of any description. This meant 90% of can- only half actually speaks the offcial ness required to meet client demands. didates failed or dropped out of the recruit- language. The remainder speak various This is compounded by the fact that ment process. Thus, we had to redefne ethnic minority languages such as Khmu expectations are high. Clients used to our usual criteria and make the required and Hmong, especially in the midland dealing with established markets have qualifcations and experience relative. and highland areas. Hmong accounts come to expect same day turn-around in Brain drain is a problem in Laos. for 40% of the population. Making this combination with specialized tools. Yet it’s According to International migration, language even more challenging, there impossible to treat Lao as if it were French remittances, and the brain drain, a 2006 are several dialects including Green or Spanish. There is a defnite misalign- World Bank publication, the skilled emi- and White Hmong. It is thought we will ment with modern business expectations. gration rate was at 37.4% in 2000. This see more ethnic languages as the gov- Our company, Bangkok-based EQHO is rapidly reducing due to the increasing ernment and nonprofts step up social Communications Ltd., opened our sub- presence of non-government and inter- initiatives. sidiary EQHO Laos in November 2012, national organizations, unfortunately becoming the frst localization company producing another problem. The best- Pioneering localization to open in Laos. We hired over 20 Lao caliber candidates are being snapped up, The localization industry is very much linguists, and with the help of sharehold- focking to these large organizations due in its infancy in Laos, with just a handful ers we are working to integrate a transla- to the higher salaries offered. Therefore, of small translation agencies and freelance tion and localization curriculum into the all international companies are assumed single linguists, pricing by the page with National University of Laos, replicating to follow similar pay structures and sal- no separate editing. Methods are primi- what we did in Thailand with Chulalong- ary expectations have become infated.

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16-20 Bussey #137.indd 19 6/26/13 2:52 PM Region Focus

Recruitment for EQHO Laos was a matter ness. This means localization companies ing and other administrative matters. of trial and error, experimenting with both need to be approved by the appropriate Support from key organizations such traditional and contemporary techniques. ministry before they can commence as AMCHAM is also important. Since This included social media, LinkedIn and operations. In our case, we applied to opening last year, AMCHAM has held a rigorous testing as part of the assessment the Ministry of Industry and Commerce, series of networking events including a process. Having a website and advertis- the Ministry of Information, Culture and gala dinner and trade show which was ing in the Lao language made it much Tourism, and the Ministry of Science attended by US Beauty Pageant winner easier in this particular case. without getting anywhere. Finally, per- Miss Minnesota, an ethnic Lao. The human resources team shared an mission was granted by the Ministry of Thus, Laos presents plenty of oppor- anecdote that paints a picture not only of Posts and Telecommunications. tunity for the companies with the right the challenges faced, but of the enthusi- Delays are lengthened by the use of profle. To counter increasing costs in asm of the Lao candidates and their desire paper-based systems. The sabai way of the more developed countries, it has to succeed. One particular applicant took life seems to permeate every aspect too. lots to offer manufacturing and produc- a test about agricul- Sabai literally means comfortable but tion. The growing domestic consumer tural machinery. To ensure that he used is much more than just a word. It’s a market could be an interesting add-on the correct terminology, he literally went philosophy to “take it easy, my friend.” to companies that already operate in the into the felds to ask a farmer what one Laos is predominantly Buddhist and the region. of the parts was called. That’s dedication. idea of sabai is rooted in spiritual teach- It is a natural ft for those with expe- ings about patience, or khanti. Patience rience, connections and distribution in Bureaucratic is one of the perfections or paramitas Southeast Asia, particularly Thailand. and administrative one must develop on the path to enlight- Those that are Thai localization savvy Investing in an emerging economy is enment. Slow and steady is the Lao way. and have good distribution networks not without its diffculties. Bureaucracy Patience and perseverance are key. will fnd entry into the Laos market eas- is a big one. Translation and localization It’s essential to have the right part- ier and more cost-effective than those in Laos is considered a sensitive busi- ners on the ground for legal, account- new to Southeast Asian languages. M

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16-20 Bussey #137.indd 20 6/26/13 2:52 PM Region Focus

Who sells chicken eggs: Cracking Thai localization

Pakorn Krisprachant

It is only appropriate for top of the words. Visitors to Thailand are often taught the me to offer my apology early sentence คุณสวยมาก (Khun suay maak, with suay in rising tone) and the new students would invariably say คุณซวย on, if many of the things dis- มาก (Khun suay maak, with suay in mid tone). The frst Icussed here don’t make much means “You are so beautiful,” while the latter means “You sense to you. The title is one are so jinxed.” The only difference in this example is the of those many things, I sup- base consonant of the word suay (ส vs ซ). The interesting part is the fact that the tonal marks are not the only things pose — and that is why Thai that govern tones in Thai. The base consonants have a is such a perfect language say, too. for adventurous, fun-loving I was walking by a four-star hotel in Singapore’s Bugis Junction and something caught my eye. It was people. Foreigners beginning a door. But what made it so special were the words in to learn Thai may know what different languages on it: hello, ciao, hola and so on. this sentence means. It is a The hotel was making its international welcome apparent challenge for foreigners to even on the service door. Nice touch, I must say. At this point my patriotism kicked in and I started looking for speak these words, ใคร ขาย something in Thai, which in recent years has climbed up ไข่ ไก่, roughly translated to the frst 28-language tier in many localization efforts. as “who sells chicken eggs?” And there it was, a Thai word, right in the middle of the Door in Singapore with (kh(r)ai-khai-khai-kai). I am multilingual door. clipped off Thai word. I was overwhelmingly proud, partly because it was in going to skip the Interna- the middle, and partly because the word could be trans- tional Phonetic Alphabet to leave some desirable lated as material(s), appearing among words in other languages confusion in this article. This question may not be that (as far as I know) say “Hello.” The thing is, the famous word for hello, Sawasdee, has not a very intelligent thing to ask, but it well represents been replaced by the one meaning material(s) yet. Not that I how tonal Thai is: one same word, but with differ- know of. So this must be a mistake. Of course it wasn’t com- ent tones that are almost always considered differ- pletely the hotel’s fault. It was probably the small window cutout ent words with completely different meanings. Therefore, a simple mispronounced tone could take you from the word “cool!” (Cheng loey — เจ๋งเลย — with cheng in ris- ing tone) to the almost opposite idea summed up in the phrase Pakorn Krisprachant works as a chief “what a complete mess!” or in some contexts “going bankrupt” linguist and manages Wordduct Company (Cheng loey — เจ๊งเลย — with cheng in high tone). The only dif- Limited in Bangkok, Thailand. He is also a ference in these two words (เจ๋ง vs. เจ๊ง) is the tonal diacritics on simultaneous interpreter for Thai-English.

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21-22 Krisprachant.indd 21 6/26/13 3:42 PM Region Focus

Example 1 Example 2 Example 3 Example 4 Example 5

in the door that got the word trimmed earthworms for you. I can assure you the could be quite drastic for a case of just which, to be fair, made it the hotel’s fault “material” in “hello” is one of the more one diacritic gone missing. still. But the point is, Thai words are like proper ones. Speaking of good characters in a bad earthworms. You cut one in half and you ■■Translation from a single Thai place (story of my life), it’s also good may get two wriggling words that live original can vary greatly from one to know that the input of certain Thai happily for the rest of their lives. (This human translator to another. It can be characters needs to follow a very specifc paragraph contains disturbing descrip- highly subjective to identify sentences order. You may say, “Of course it has tions; readers’ discretion is advised.) In and ideas. to be in a specifc order, we do that all Example 1, what is almost a full word for Back to the “material(s)" in “hello." the time in other languages, too, dude.” material(s) lives in the word hello. Even without considering that it was a Well, that is true, but not many lan- Please allow me to give a classic if small cutout of the real word, the word guages have tiny characters stacking up not extreme example: นวลลออมองยล was still wrong on that door. Probably or hanging down in four levels, either. มวลภมรลอยวนบนดอกบอน. This is a someone copied the word สวัสดี only Some characters are always in front of complete sentence made up entirely of partially and left the last little character their base consonants, while some others consonants and no vowels (It’s different out. That’s another challenge for a non- stay behind all the time. Believe me, a from the one I usually cite: กรกนกชอบ native speaker working with Thai. Thai lot of Thai people still cannot get it right. ลองขนมอบกรอบ). It’s a ten-word sen- characters occupy four hierarchical lev- It only gets more complicated when tence conveying the idea that a pretty els in a line, including the main line (like you have an upper vowel plus a tonal girl looks and admires all the insects that what the English alphabet occupies), two mark, and both are foaters. In the illus- fy around above fower(s). In this origi- upper levels and one lower level as illus- trated text in Example 3 you have to type nal meaning, the words are broken down trated in Example 2. the orange vowel followed by the blue like this, with lines between the words These four words consist of 17 char- tonal mark. However, in the illustrated for your convenience: acters, only 11 of which are base charac- text in Example 4 you will have to type นวลลออ|มอง|ยล|มวล|ภมร|ลอย|วน|บน| ters. The rest are some vowels and tonal the black tonal mark (the same character ดอก|บอน. For your inconvenience, how- diacritics. In some applications, where as the blue one) before the red vowel. ever, the letters could be regrouped to pixels are so expensive and the number Yeah, things are clearly very consistent form an entirely different set of words: of characters is strictly counted, Thai in Thai. นวลล|ออม|องย|ลม|วลภมร|ลอ|ยวน| words are often found to be too long Now, some applications are smart บนด|อก|บอน. even though the string length is just fne. enough to correct such a bad behavior In this grouping, the sentence is about In some localization tools, the string fails for you. But the input order is still treated wind, speaking rubbish and breasts. It the character count; in others, it fails the inconsistently among different programs. will be obvious from this example that pixel height restriction. It is therefore advisable to be very careful Thais don’t punctuate the way the rest It is also important to know that the when you move the cursor. Sometimes of the world does. We do it with imagi- upper and lower characters are depen- it won’t show on screen, but you will nary marks that are not very obvious to dents. They cling to their base-character have already moved past something. Or nonnative Thais. And we don’t bother hosts. Most desktop publishing mistakes you inadvertently, ever so lightly, press a separating words with spaces — which in Thai happen when you copy just the key and nothing appears to be changed. we think are a waste of bytes, because bases and leave the small bits out, or However, in some cases you may very duh, they are blanks anyway. This is why insert line breaks between a base and well end up with corrupted blocks over Thais are great spies. It means text just these dependents. Sometimes it just your text such as in Example 5. A simple runs freely like cheap stockings. If a fve- shows that you don’t know Thai, but too rule is that no upper-level character can paragraph sentence can be theoretically often you would create, yeah, additional lead a word, a sentence or a line. achieved, it’s got to be Thai. So the mor- mutated earthworms. Well, I think I have confused you als of the story are: Sometimes the combination of font enough! Mind you, I still have the ■■Making a line break in Thai text and program just does not work for Thai. challenges in , plurality, is challenging even for a Thai native When that happens, the top-level charac- pronouns and many more in my pocket. speaker, since it relies pretty much on ters can disappear from a string of text. They could make for great sequels. But one’s understanding of the context. For example, if a heading was supposed these are the main things that Thai local- ■■Making a mistake in line break to say “installation” (การติดตั้ง), with just izers and publishers face every day. And could give you a very nasty earthworm. one character missing, this heading now they should give you some precautions And since Thai does not show plural- colloquially will say “To owe (someone) in handling Thai language and her sib- ity, it would very well be several nasty money” (การติดตัง). Hence, the change lings in the region. M

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21-22 Krisprachant.indd 22 6/26/13 3:42 PM Tools & Services Showcase

Technical Publications Full Content Life Cycle Localization Staffng Services At Omniatext we manage every step of the How to Be content life cycle, from technical writing using We provide globalization staffing services for World Savvy controlled English, to translation, DTP and localization project managers, internationalization multichannel publishing. We draw on a tight engineers, bilingual testers and linguists. International Marketing Communications integration of best-of-breed technologies, service, With twenty years of localization staffing Market Research and premium language professionals who know their industry domain inside out and can clearly experience, we can help ensure that our technology Marketing communicate complex, technical concepts, clients and candidates find the right match. allowing our customers to deploy technically accurate and culturally sensitive content in the global marketplace. JFA Marketing Anzu Global LLC Minneapolis, Minnesota USA Omnia Group Boston, New York, San Francisco [email protected] USA • UK • Italy • Germany • France • Norway [email protected] www.jfamarkets.com [email protected] • www.omnia-group.com www.anzuglobal.com

Europe’s No. 1 Medical Translations Greek Localizer Your Polish MediLingua is one of Europe’s few companies Since 1986, EuroGreek has been providing high- Competence Center specializing in . We provide quality, turnkey solutions, encompassing a whole all European languages and the major languages Since 2000, Ryszard Jarz˙a Translations has range of client needs, for the following language been providing specialized Polish translation, of Asia and Africa as well as the usual translation- combinations: related services. localization, marketing copy adaptation, • English into Greek and DTP services. We focus primarily on life Our 450-plus translators have a combined • Greek into English sciences, IT, automotive, refrigeration and medical and language background. • German into Greek other technology sectors. We work for manufacturers of medical • French into Greek We have built a brilliant in-house team made devices, instruments, in-vitro diagnostics and All EuroGreek’s work is produced in our Athens software; pharmaceutical companies; medical production center and covers most subjects: up of experienced linguists and engineers who guarantee a high standard of quality while publishers; national and international medical • Technical organizations; and medical journals. maintaining flexibility, responsiveness and • Medical/Pharmaceutical accountability. Our services are certified to EN • IT/Telecommunications Call or e-mail Simon Andriesen or visit our 15038:2006. website for more information. • Economics/Legal All EuroGreek’s work is fully guaranteed for quality and on-time delivery. MediLingua BV Ryszard Jarz˙a Translations Leiden, The Netherlands EuroGreek Translations Limited Wrocław, Poland [email protected] London, UK • Athens, Greece [email protected] www.medilingua.com [email protected] • www.eurogreek.com www.jarza.com.pl

www.multilingual.com July/August 2013 MultiLingual | 23

23 T&S Showcase #137.indd 23 6/26/13 2:53 PM Challenges of localization for the Burmese market

Region Focus Jacob Stempniewicz

First of all, is it Burma or The new President began releasing politi- Myanmar? And what do you cal prisoners, relaxed censorship and held fresh elections. In May 2013, in a historic call the language? The answers visit President Thein Sein met with US Fwill become somewhat clearer President Barack Obama in Washington, after a crash course on the D.C. In a nod to political reforms, Presi- country's history. dent Obama used the name Myanmar for the frst time. Although the constitution The Bamar/Burman ethnic group offcially recognizes the English name entered the upper Irrawaddy valley in the of the language as the Myanmar lan- ninth century and established the Pagan guage, most English speakers refer to it Empire in the 1050s, unifying regions as Burmese. that would later constitute modern-day The economic and political opening Myanmar. In the early nineteenth cen- started an avalanche of rapid develop- tury, the country was large and powerful, Burmese script on a wooden wall. ments. Coca Cola, Pepsi and a host of but had a long ill-defned border with other international companies are back British India. Burma frst surrendered territory to the British and and Google's Eric Schmidt visited Myanmar in March of this fnally lost independence as a result of the Third Anglo-Burmese year to announce his company’s big plans for the country. Most War in 1885. foreign sanctions were dropped or relaxed. There remain serious Burma regained independence in 1948 and had a weak challenges to business such as the lack of an educated workforce, civilian government until 1962 when it was deposed in a coup. poor infrastructure, endless red tape and the antiquated fnancial That event started half a century of economic stagnation under system. In April 2012, as a result of a managed foat of the kyat military rule. In 1989, the military government changed the currency, the offcial exchange matched the black market rate English versions of many proper names that dated from Burma's and skyrocketed from 6 to over 800 per US dollar. colonial period, including that of the country itself: Burma What about localization? There are an estimated 111 lan- became Myanmar. The renaming remains a contested issue. guages spoken in Myanmar. Burmese is the offcial language Many opposition groups, including “The Lady” Aung San Suu and is spoken by most of the population as their mother tongue Kyi, as well as some foreign countries, have continued to use and almost all educated people in the country speak it. It is the Burma because they did not recognize the legitimacy of the rul- language of education in primary and secondary schools while ing military government. English is used at the tertiary level. Radical political changes started in March 2011, when General The Burmese writing system derives from a Brahmi-related Than Shwe stepped aside, making way for President Thein Sein. script borrowed from South India. The so-called Myazedi inscrip- tion inscribed in 1113 is the oldest surviving stone inscription of Burmese script. Aside from rounding of the originally square char- acters, this script has remained largely unchanged to the present. The country almost entirely missed the computer revolution Jacob Stempniewicz is a business development that swept most of the world in recent decades. Although character manager at Andovar Global Solutions. He codes for Burmese languages have been allocated in Unicode since speaks four languages and has lived in 1999, lack of agreement among stakeholders has slowed its uni- Southeast Asia for the past eight years. versal adoption. There are currently several competing approaches

24 | MultiLingual July/August 2013 [email protected]

24-25 Stempniewicz #137.indd 24 6/26/13 2:54 PM Region Focus

Clockwise from top left: local girl holding a school notepad; woman with a baby at a local market, Inle Lake, Myanmar; local fsherman listening to iPod; street vendor binding a book, Yangon, Myanmar. in use. Some Burmese language websites fles can be nearly impossible. Payment tion by 2015, up from its current rate of have switched to Unicode rendering, some to resources in Burma is another barrier, only 9%. Internet penetration is certain continue to use pseudo-Unicode fonts and as there is no online banking system to grow rapidly. Google’s search engine others use an image-based method. there, although ATMs are now being has recognized Burmese script since This remains one of the most signif- installed. PayPal has yet to make its ser- April 2013 and the company is working cant challenges in localization as without vices available in the country. to provide full support for the script. a standard way to render the script, sup- All this coupled with a poor education Early this year, HTC launched the frst port of Burmese in translation, desktop system force many translation providers to mobile phone with proprietary Burmese publishing and word-processing tools is look for linguists outside Burma. This gives language font support built in. Foreign inconsistent or simply missing. Related rise to new problems. Some come from corporations are investing considerable to this are issues with non-automatic ethnic groups whose frst language is not resources to train the local workforce. line-breaking and even word counting. Burmese. Others may be out of touch with The enormous business interest from Access to the internet remains limited how the language is used inside the coun- overseas, as well as the coming estab- for the vast majority of the population. try and what names their compatriots are lishment of the Association of Southeast Few can afford the luxury of a fast inter- giving to new products and ideas that have Asian Nations Economic Community in net connection at home and most have started to pour in. The lack of standards 2015 means that market forces will push to accept working from internet cafes at in terminology and of credible translator toward rapid professional development in low speeds. This makes communication certifcations makes this issue even worse. all areas. The example of Thai language, with in-country linguists diffcult and There is also good news. Myanmar has which overcame similar challenges, gives fraught with delays. Transferring large set a goal of 80% mobile phone penetra- us reason to be optimistic. M

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24-25 Stempniewicz #137.indd 25 6/26/13 2:54 PM Language status and development in Central Asia

Region Focus Konstantin Josseliani

Central Asian languages emerged on the localization map of the world in the 1990s, after RUSSIA the collapse of the Soviet Union and the forma- Ction of independent states of the former Soviet republics. In terms of importance and volume of IRAN translation in the region, these languages still signifcantly lag behind Russian, but a number of them are showing dynamic development. The CHINA most dynamic languages include those of Cen-

tral Asian countries and, above all, Kazakh. IRAQ PAKISTAN IRAN AFGHANISTAN

Geographic definition and brief history Map showing Central Asian countries in color. Kazakhstan is a country in Central Asia situated between the Caspian Sea, the Urals, Siberia and Central Asia, and ranks uranium ore, bauxite and other minerals are actively mined. ninth in the world by land area. It is bordered to the north The western regions of the country have considerable reserves and west by Russia, to the east by China, and to the south by of oil and gas, which rank the republic as one of the largest Uzbekistan, Kyrgyzstan and Turkmenistan. It is washed by the oil producers in the world. Companies such as LG, Panasonic, waters of the inland Caspian and Aral Seas. Chevrolet, Samsung and Bosch produce goods in Kazakhstan, Kazakhstan is a country with a rich historical and cultural and Astana is home to Microsoft's regional headquarters. The past. Due to its location in the center of Eurasia, it is at the main source of budget revenue is the export of oil and oil crossroads of transport routes, between Europe and Asia — it products, the transit of which mainly passes through Russia. is at the intersection of cultural economic, social and ideo- The leading industries are ferrous and nonferrous metallurgy, logical relations between the largest countries of the Eurasian the chemical industry, light industry, the food industry and continent. The total population of Kazakhstan, according to machine building. Oil refning and production of building statistics from 2013, is almost 17 million. Kazakhs make up materials are also developed. 63.1% of the population, and 23.7% is of the Russian diaspora. Recently, the most important factors in the development of The mining industry is well developed in Kazakhstan. Kazakhstan's economy are innovations based on the application Coal, oil, natural gas, iron, copper ore, lead, zinc, nickel ore, of scientifc knowledge, and technology of new ideas and types of products in different areas of the manufacturing and service governance spheres. Even given technology advancements, the Kazakh language is estimated to be underserved on the web (see sidebar on p. 29).

Konstantin Josseliani is the owner and president Features of Central Asian markets of Janus Worldwide. He has 20 years of experience What are the main features of the localization markets in in the localization industry. Kazakhstan and other Central Asian countries that distinguish

26 | MultiLingual July/August 2013 [email protected]

26-29 Josseliani #137.indd 26 6/26/13 2:54 PM Region Focus

them from, for example, Russian or Asia, as well as a lack of specialists in lics gaining independence, it turned out European markets? The challenges are foreign languages. that there were not even one hundred largely due to the mentality of the popu- In addition, it should be noted that a translation professionals working into lation and the initial stage of formation number of Central Asian countries sup- national languages. In Soviet times, of the localization culture. port sending experts to study abroad, these experts were not in demand, as There is a high risk of failure in and even provide fnancial assistance, all offcial bodies and institutions used delivering projects on time. This feature with subsequent employment with local Russian exclusively. As a consequence, is associated with the leisurely pace and businesses. Because of the practice of schools only trained translators in the largely patriarchal way of life. The con- investing in training local translation English-Russian language pair. cept of “deadline" is not a priority for personnel, companies lose them and Almost the entire population of many executors. If in the preparation have to start again from scratch. Kazakhstan, regardless of nationality, is of a job a freelance translator has con- There is also underdevelopment of fuent in Russian (95% of the popula- frmed that it will be handed in on time, the region’s IT infrastructure. The inter- tion understands Russian and 85% can this is not a guarantee of delivery of the net has not yet come to every home read and write it). Kazakh as a spoken project. A variety of events may occur, in Central Asian countries. Internet language is understood by 73% of the which from the point of view of the access is expensive, and not affordable population, but only 62% can read and translator will be a suffcient argument to everyone. In some remote areas of write Kazakh. Recent years have seen the for failure to deliver the project on time. Kazakhstan and other countries, access growing popularity of English and the In our practice, this includes power out- is not even possible in principle. Also, revival of the Kazakh language. Kazakh- ages in the entire city, numerous per- the low level of awareness among lin- stan is developing its native language, sonal circumstances, urgent departure guists of translation technology, such translating business correspondence into for shift work in the oil industry and as computer-aided translation programs it, and by 2025, Kazakh should become national conficts, as was the case in and quality control programs, should be ubiquitous and dominant in all spheres Kyrgyzstan. noted. of national life. Russian is still the lan- Anticipating or preventing such situ- Additionally, there is a shortage of guage of international communication, ations is practically impossible, and they specialists with native language knowl- but it should be noted that preliminary may happen with the most proven trans- edge. In connection with the history of work is underway on conversion of the lators, where there has been coopera- the region and with many years of being Kazakh language from Cyrillic to the tion over the years, and is linked to the part of the Russian Empire, and then the Latin alphabet. national mentality when priority is not Soviet Union, in Kazakhstan, for exam- After the acquisition of the status of given to working remotely, but to events ple, it is diffcult to fnd professional national languages, state universities taking place in the real world. translators working from English into spent considerable time responding to Another challenge, and as a con- Kazakh. After the collapse of the Soviet the urgent needs that arose. Very often, sequence, risk factor, is the very low Union and with the Central Asian repub- national language translators were popularity of freelance-based forms of employment. This kind of relationship is only just being formed in countries of Central Asia and does not enjoy the Business Next Management Project support of local linguists. Local transla- makes the Difference tors do not feel secure or linked when www.plunet.net working under a distance contract with a company from Europe or the United States and may at any moment break Process such a relationship without providing Level any reasons. The majority of profes- 99 sional linguists prefer to work in an offce on the basis of an employment contract, and the high demand for their services allows them to fnd such a job. Another feature that adversely affects the formation of localization markets in Central Asia is migration. Young people who have higher education and started translation work often seek to immigrate in order to continue their education or begin a new career abroad. The most popular countries for immigration are the United States and Canada. This is Plunet BusinessManager due to the low popularity of the transla- The Management Solution for the Translation Industry tion profession in countries of Central

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26-29 Josseliani #137.indd 27 6/26/13 2:54 PM English-Russian translators living in the region, or the new graduates of language schools. Of course, both categories of TRANSLATION AT THE translator required a considerable time to reach a professional level. Finally, there is an absence of estab- lished terminology for the “new" sectors of the economy. This problem is typical for all developing languages. For key terms, such as in the feld of informa- tion technology and modern medicine, Central Asian languages simply have no equivalents, and translators needing to translate a number of advanced topics are faced with developing terminology in parallel with translation. In a number of countries in Central Asia, the issues of national language are of national importance, which is leading to a number of additional formalities in the feld of special terminology. For example, in Kazakhstan, the new terminology must be approved by a gov- ernment special committee, which meets twice a year. This feature imposes a number of restrictions on both the work of translation companies and corporate plans to produce products for national markets. Given all these challenges, what recommendations can be given to com- panies localizing their products into Central Asian languages? The optimum solution, of course, is cooperation with translation companies with production offces in the regions. This solution is more reliable compared to working with freelance translators, and also enables the formation and development of a project team (which includes knowledge of software terminology and subject matter) and guarantees the reduction of occupational risks when working on critical projects. In contrast to well- formed European markets, work with freelancers is extremely diffcult due to the high country-related risks described previously. However, it should be noted that with the growth of the national econo- mies of Central Asian countries, there is the active process of forming local translation communities: the number of qualifed linguists is increasing and the popularity of modern translation technologies is growing. All this speaks in favor of the fact that in time, these languages will move from the category www.smartling.com/multilingual of emerging languages to the standard set of localization languages. M

28 [email protected]

26-29 Josseliani #137.indd 28 6/26/13 2:54 PM Region Focus

Asian languages asserting themselves on the global web

Japanese and Simplifed Chinese have long been the unchallenged Asian languages online, but things are changing, Interbrand Interbrand 2012 WOW and how! As Common Sense Advisory’s global web research in 100 popularity rank 2012 showed, Simplifed Chinese was no longer growing at the popularity rank same rate as it had previously and internet adoption had slowed Arabic 27% 33 11 down in China. Persian (Farsi) 6% 42 20 This is a major change since 2010 when a surge of new users in China added to the world’s online population and a growth in Indonesian 20% 35 24 spending power raised Chinese upward into a top-tier language. Hindi 2% 46 37 Last year, we saw in our study of 2,409 websites that other Asian languages were entering the center stage on the worldwide web. Hebrew 35% 29 21 And chief among them were Arabic and Russian, currently the Norwegian 51% 21 15 fastest growing languages in terms of their potential to reach the online spending power or the World Online Wallet (WOW). Swedish 56% 18 13 Factors like the Arab Spring, a generational shift favoring Kazakh 3% 44 39 Arabic and the growing presence of Modern Standard Arabic in the media have spurred that language on to its new status. Japanese 73% 6 2 Speakers of other Asian languages such as Azeri, Bengali, Dutch 65% 12 9 Filipino, Hebrew, Hindi, Indonesian, Malay, Punjabi, Sindhi, Sinhala, Tamil, Thai and Vietnamese are also now taking to the Table 1: Asian languages fgure prominently internet more proactively than before and, hence, the Availability among most underserved online languages of the world. Quotient (AQ) of these languages is on the way up. AQ represents a country’s or language’s share of total world online population. Both WOW and AQ are terms coined and used by perhaps feel reassured enough to actually register or buy online. Common Sense Advisory in its global websites research. Of course, in many of these economies where the underserved The big question is: Are companies cashing in on the economic languages are spoken, just offering the content in the local potential that Asian languages offer? Last year we found that language may not be the magic solution, but it’s defnitely a frst among the ten most underserved languages online, there were step and a step that is long overdue. six Asian languages: Arabic, Persian (Farsi), Indonesian, Hindi, For example, in Indonesia, one of the big obstacles to e-retail Hebrew and surprisingly even Japanese (Table 1). is the low penetration of credit cards. But if you’re a business- What do we mean by underserved? Let me explain. The to-business company that is staging content with a limited Interbrand 100 list comprises the top brands of the world and number of languages on its websites because of this excuse, it was one of the data sources we used in the Multilingual wake up. Cash on delivery has changed the e-retail game in India Websites report published in October 2012. Hence, the and the model may replicate itself in Indonesia. Your company “Interbrand 100 Popularity” column is the percentage of sites in would then have lost out on an opportunity by simply not that list that offer the language. “Interbrand Popularity Rank” offering content in Bahasa Indonesia. is the ranking of languages by popularity on the Interbrand Today there aren’t really too many excuses for not offering 100 websites. “2012 WOW Rank” is the rank of each language your content in the local, dominant Asian language. For one, in 2012 according to the economic potential of that online there are more language service providers coming to the fore in population. Asia today than ever before. Secondly, the web supports Asian Any language where the Interbrand popularity rank is lower languages far better today than even fve years ago. And, thirdly, than the WOW ranking, we count as “underserved” because but most importantly, Common Sense Advisory’s global websites companies are missing out on the economic potential of research showed that the companies that were offering Asian this language. That is, there are more people speaking these language support were doing so to the last detail, that is, they languages who are coming online, but they don’t fnd content in were providing complete product information in the formerly their language. For example, in the table, Arabic is at eleventh bottom-tier Asian languages. place in terms of the economic potential of its online audience — As the shifting global economy pumps more purchasing the WOW rank — but it’s only ranked at 33 in the most popular power from emerging and underserved markets, companies, too, languages of the world’s top brand websites. will need to diversify their online arsenal of languages if they The table demonstrates lost opportunities to marketers. That is, want to stay in the game. Remember, languages are the key to people who speak these underserved languages are perhaps daily unlocking your content power. visiting their sites and may have been enticed to do a transaction, but with the lack of content in a familiar language, they don’t — Vijayalaxmi Hegde, Common Sense Advisory

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26-29 Josseliani #137.indd 29 6/26/13 2:54 PM Fansubbing in China

Xiaochun Zhang Region Focus

Fansubbing is the process by which fans trans- million daily hits demonstrating that fansubbing, as a form late and subtitle various types of audiovisual of unprofessional translation, has not only challenged offcial material into a language other than that of the audiovisual translation conventions in China but also has a pro- found cultural impact on Chinese society. Foriginal. This activity has evolved into a truly global phenomenon, refecting the rapid devel- Who, what and how opment of economic and cultural globalization, The frst and most obvious question to ask is who actually . At frst blush, the answer may seem an obvious one, including the widespread availability of afford- as the term fansubbing is self-explanatory. However, on closer able and readily accessible computer technology. inspection such a question raises more demographic questions than it answers. The movie industry in China is not yet fully open to the Many American TV dramas such as Friends and Prison global market. Based on the US-China Bilateral World Trade Break have not been offcially imported into China but have Organization (WTO) Agreement in 1999, China agrees to import gained massive popularity among the Chinese audience on the 40 foreign flms each year — the majority of which may not internet, and have even drawn the attention of the Chinese necessarily be the latest blockbusters. These movies are carefully media. The majority of fansubbers appear to be undergraduate selected, professionally dubbed and strictly reviewed by censors students, and there is also a large proportion of postgraduate for cinemas. As a result, many of the latest world movies and TV students. They are from many different universities in China programs are subtitled by amateur enthusiasts, often in a matter and around the world, and study all kinds of subjects. Addition- of hours after being shown in other countries, and have slipped ally, Shujing Dong noted that some of the fansubbers are offce through the censorship system on various Chinese websites or workers familiar with foreign languages and cultures. However, forums where they are available for free downloading. Although this does not exclude people who are working in other felds. translated and subtitled by unprofessional translators, these For example, Ding Chengtai, who is famous for translating 24 fansubbed audiovisual materials are often preferred by Chinese Hours, is a vegetable vendor. audiences for their unique features, particularly the slangy style Liang Liang, a group leader of 人人影视 (YYets), one of the and the playful interpolation of the . Notwithstand- biggest and most well-known fansubbing groups in China for ing legal and ethical issues, fansubbers are in effect working providing bilingual for American, Japanese and Korean for free, which differentiates them from commercial translation movies and TV dramas, noted that there are more than 1,000 practice, where they may be seen as “cultural transmitters” for members in his group. Geographically, they are based in both introducing the latest foreign culture to the general public in mainland China and overseas, the majority of them are between China. These vast online communities have racked up several 23 and 28, and the gender ratio is roughly equal. The situation may vary in different fansubbing groups. However, amateur subtitlers are generally from the younger generation living in economically more developed cities in China or overseas with Xiaochun Zhang is a freelance translator and is college-level or higher educational background. earning a PhD on in China The age group and educational background of the fandom at the University of Vienna, Austria. She would like that get involved in fansubbing refect the rate of educational to give special thanks to Jorge Diaz Cintas for his development in China. According to fgures provided by the help and contribution to this article. Ministry of Education, in 1949 when the People’s Republic of

30 | MultiLingual July/August 2013 [email protected]

30-37 Zhang #137.indd 30 6/26/13 2:55 PM Region Focus

China was established, 80% of the popu- Díaz Cintas and Pablo Muñoz Sánchez the West, the majority of TV dramas are lation was illiterate, which is one of the concluded that six different types of jobs recorded while they are being broadcast reasons that all non-Mandarin Chinese exist in fansubbing, which include the in the original country, and movies are movies or TV programs were dubbed at following: “raw providers, translators, usually obtained from ripping off DVDs. that time. English was not established as timers, typesetters, editors and proof- In the distribution stage, the - the frst foreign language until 1964. In readers, and encoders.” In the process of bing groups usually provide several 1987, English was included in the college obtaining raw materials, the role of the versions. A good illustration is English graduation exam, after which time greater “raw provider” is normally undertaken original material, where one can choose attention was devoted to English educa- by group members living outside China. to download different subtitles, such tion, where English lessons have been This may, in part, be attributed to China’s as Simplifed Chinese and Traditional experimentally implemented into some strict censorship system on the internet. Chinese, or bilingual subtitles, English primary schools since 2001. Additionally, A great many websites, including Wiki- with Simplifed Chinese or English with a second foreign language has also been pedia, Facebook and Twitter are blocked, Traditional Chinese. Moreover, at the end available as an optional course in primary which has prevented fans in China of the process, the completed subtitles- and middle schools in many big cities. from searching and obtaining essential superimposed audiovisual materials are The incremental development of foreign raw materials. On the other hand, since also deliberately offered in different for- language education in China has meant 1985 when the government loosened mats, such as RMVB, MP4 and MKV, to that the majority of the fansubbers tend the control on Chinese citizens study- meet different audience requirements on to be from the younger generation, since ing abroad, there has been a surge of image quality and downloading speed. they are considered the “luckier ones” who Chinese students pursuing further study have been given the opportunity to learn overseas. According to statistics pro- Why fansubbing? other languages. On the other hand, the vided by the ministry of education, from Fansubbing demands not only geographical location of the fansubbers 1978 to 2009, approximately 1.62 mil- language and technical skills but also may to a certain degree reveal the unbal- lion Chinese have gone abroad to study requires a substantial amount of energy anced regional economic development in and for the period up to the end of 2010, and a signifcant time commitment that China, where the economic disparity of there were 1.27 million Chinese students does not lead to any economic reward. the urban and rural areas is wide. studying abroad. Fansubbing groups Yet fansubbing has “turned into a mass Japanese anime has been one of the post messages on their online forums, social phenomenon on the Internet,” main target materials of fansubbing groups looking for people abroad who can according to Díaz Cintas and Muñoz worldwide, which has also gained massive record TV shows with original subtitles. Sánchez. popularity in China. However, apart from Seen from above, the large population “分享[share], 学习[learn], 进步[prog- Japanese anime, fansubbing groups in of Chinese living overseas has helped ress]” is the slogan of YYeTs, which to a China extend their interests to a broader to lay a solid foundation for obtaining great extent represents the general spirit range of audiovisual materials in various raw materials. As has been practiced in of fansubbers in China. The majority of languages and from different cultures. The most common source languages are English, Japanese and Korean. In addition, some audiovisual materials | SolutionS for Sdl languagee WorkerSW from French, German, Spanish and Thai have also been fan subtitled by www.quickterm.at - www.kaleidoscope.at some enthusiasts, which can be found on Chinese video-sharing websites such as www.tudou.com. Fansubbers have translated movies, documentaries, TV dramas, music videos, variety shows, news reports, video clips, video games and software. It should also be noted that some fansubbing groups, such as YYets, have transferred their focus from enter- taining materials to educational pro- grams such as university open courses. cORpORATEAT TERM MANAGEMENTENT The source of the open courses is mainly TAkE MULTiTERM TO ThE cOLLAbORATivE wEb 3.0 from American universities, such as Yale University and Harvard University. wORdS iN REcORd TiME However, some non-English educational resources, such as some courses from WEB POWER FOR YOUR CAT TOOLS RWTH Aachen University in Germany, have also been fansubbed into Chinese. The process of fansubbing has been wORdS iN REcORd TiME AppROvALS MAdE EASY TURN QUERiES SOLUTiONS fOR documented in academic literature. Jorge iNTO kNOwLEdGE LANGUAGE wORkERS

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Chinese fansubbers believe that they are according to Wencai Guo and Lei Wang. where greater emphasis is placed on the shouldering the responsibility of pro- The majority of fansubbers believe that accuracy of translation. This edition is moting cultural communication between translating subtitles is an effective way specifcally meant for language learners China and the world, so as to reduce any of learning a foreign language and hav- and usually provides parallel bilingual cultural misunderstandings and bring ing a better understanding of culture, subtitles as well as detailed explanations the world closer to Chinese people, as which has been a key motivation for on cultural references for the audience to reported by Gui Ran. Hu Jingyu, one them to take part in fansubbing tasks. compare and learn. of the well-known fan subtitlers in the “To progress” is considered the pri- online community for his translation of mary aim of fansubbers who claim to Social-economic factors the American TV drama Prison Break, pursue perfection for the fandom. Many Above and beyond personal inter- expressed his underlying motivation of these fansubbing groups compete with ests and a passion for foreign language for fansubbing in the following terms: each other to produce the best quality learning, large-scale fansubbing activi- “I love, so I share.” It is also considered subtitles in the shortest possible time. In ties have also been fostered by social and noble and selfess to serve the fandom consequence, fansubbers are usually not economic conditions in China. community without obtaining any allowed to join more than one fansub- First, domestically produced flms and fnancial reward. bing group or copy subtitles from other TV dramas in China do not seem to fully Another important driving force groups. To improve or demonstrate their cater to the tastes of Chinese audiences, behind fans' desire to participate in translation quality, some fansubbing especially the younger generation. It has voluntary translation is “to learn.” As groups have set up some kind of “error been widely acknowledged on internet a result of continued rapid economic report” columns in their online forums forums that the plot themes of domesti- growth, China has established a closer for fans to correct mistakes or make cally produced TV dramas and movies relationship with the world. Increasing suggestions on their translations. Some are both monotonous and repetitive, with numbers of people have been working fansubbing groups produce two editions a narrow focus on historical stories, fam- for international companies or Chinese- of subtitles for the same material: the frst ily relationships and romance. A sizeable foreign joint ventures where foreign edition typically focuses on speed, which number of TV dramas and movies are language skills and sound cultural is normally produced within hours after a transcribed from classic novels. Addition- understanding are required. Foreign TV drama or a movie is shown. This frst ally, although each TV on average can language education has therefore been edition is intended to meet the needs of receive around 100 channels, depending paid considerable attention. In par- those fans who like to watch such pro- on location, many TV channels show ticular, since China joined the WTO in grams as soon as they become available. the same TV drama in the same time 2001, the motivation among the Chinese One disadvantage of the frst edition is slot. Given their dissatisfaction, some population to learn English has dramati- that the translation quality may be com- audience members began to seek foreign cally increased culminating in what has paratively lower. The second edition is programs for a more varied and higher- been termed “foreign language fever” viewed by many as the “refned” edition, quality mix of entertainment. Nondomestic flms and TV programs, however, are under the restriction of the import quota by number and the strin- gent censorship by content. The tight censorship laws are said to safeguard “public morals” and protect juveniles. In China, an age-rating system on audiovisual products has not yet been introduced. As a result, the government has had to ensure that all the programs shown on TV and in the cinema are suitable for children and young people. Although the general public has previ- ously requested the establishment of an age-rating system in China, which the government promised to consider in 2004, the State Administration of Radio, Film and Television has announced that the age-rating system would not be introduced at the present time in China, since there are still some uncontrollable situations, such as effectively preventing minors from getting access to adult TV and movies in the Chinese market. As a general rule, any references to sex or use of foul language in imported flms may

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and only one line is shown at any one time. The fan subtitles, especially the ones simultaneously displaying two lan- guages, can have two to four lines and more than 15 Chinese characters per line, as can be seen in Figure 1. In general, fansubbers do not always translate from source texts into their mother tongue; the fansubbed transla- tion tends to be target-text oriented; and translator's notes and glosses are used to explain certain cultural reference points. The translator’s notes and glosses within the flm itself have also been used in various ways to support different trans- lation methods. Some fansubbing groups even produced two different versions of subtitles for a TV drama: a normal version and a Tu Cao (吐槽) version. The translation of a normal version is generally close to the source text with more , in order to keep the original favor. However, the Tu Cao Figure 1: Subtitles in both Chinese and English. The Chinese subtitle has 18 Chinese characters and version is inclined to depart from the the English subtitle underneath has 54 characters (The Big Bang Theory, Season Three, Episode 18). original text, and the translator’s notes and glosses have been utilized to express be removed, toned down or even rewrit- The features of fansubbing the translator’s comments or feelings ten. Due to concerns over political and Fan subtitling distinguishes itself other than explaining diffcult cultural ideological infuence, the movies that are from commercial practice by virtue of references points. imported usually have no political con- its unique peculiarities, particularly There are two types of Tu Cao: one is tent, and instead cover other genres such with respect to fansubbing conventions making comments on the storylines or as science fction and romance, which is and translational features. For example, characters by inserting extra information well illustrated by the American mov- mainstream subtitles are usually lim- in the translator’s notes. It gives the audi- ies that were imported in 2010, such as ited to 15 Chinese characters per line ence an experience that the translator is Alice in Wonderland, Clash of the Titans, Iron Man 2, Shrek 4, The A-Team and Inception. Offcially imported movies and TV dramas are all dubbed in a particular style. Many audience members, especially the younger generation, have expressed a dislike of this professional style. They are therefore motivated to search for the original unedited version. Additionally, the expense of going to the cinema is beyond the affordability of many people in China. A good illustra- tion is provided by Avatar, in which the general price for a cinema ticket in China was around RMB 120 (approximately $18) and, in some cities it cost up to RMB 600 ($90). In the United States where the movie was produced, a ticket cost around $10. Hence, going to the cinema has been considered a luxury form of entertain- ment for the majority of the general pub- lic. By contrast, it costs only 1 RMB per hour to use the internet, where fansubbed movies and TV dramas can be watched online or downloaded for free.

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accompanying the audience while watch- ing a movie or a TV drama. In the practice of Chinese fansubbing, fan translators also sometimes express their feelings while translating or describing their translating experiences, such as “It’s too diffcult to understand the English while she is sob- bing. I gave up” or “I was scared to death when I was translating this part.” Given that Chinese characters in general are more compact in meaning and shorter in form than European languages, it is feasible to keep both subtitle and com- ments in one line. Further, the fansub- bers sometimes slot in a comment briefy when there is no dialogue in the scene. The second type of Tu Cao is to make comments on certain phenomena or cur- rent events in China via the translation of subtitles. For example, the Chinese men’s Figure 2: Chinese subtitles making fun of the Chinese men's soccer team. soccer team has often been criticized by fans for their poor performances, in seems to have taken this opportunity 为什么？等他们到了中国男足都勇 which the prospect of them winning the to express his frustration and sarcasm 夺世界杯了就像两年前梅迪纳那次？ World Cup has been widely joked about as toward the Chinese men's soccer team in (Why? So when they arrive, the Chi- “mission impossible” or “a very long and the subtitles by comparing waiting for nese Men’s football team would have hopeless process” among fans in China. GEOs to hoping the Chinese men's soccer won the World Cup, like last time with In this example from Cell 211, Utrilla, team will win the World Cup. The Span- Medina two years ago?) a prison guard, suggested entering the ish original from the scene in Figure 2 is: Compared to the offcial subtitles in prison to rescue Juan Oliver, another Utrilla: ¿Para qué? ¿Para que los saquen China, the language style of fan sub- prison guard caught in a riot. However, cosidos a puñaladas, como a Medina titles is generally more colloquial and someone else insisted on waiting for hace dos años? (What for? so that they less formal for both normal and Tu Cao the GEOs, the special operations group. end up riddled with stabs, like Medina versions, since internet slang has been Utrilla replied that when the GEOs come, two years ago?) widely applied in the translation. As it would be too late. The fan subtitler The Chinese subtitle is: Díaz Cintas and Muñoz Sánchez have noted, fan translators “know that they are addressing a rather special audi- ence,” and in this case, the fansubbers in TRUSTED LEADER FOR China have produced the subtitles in the CZECH AND SLOVAK way that the audience speaks, so as to offer a fresh and familiarized experience, whereas the offcial dubbed version fol- lows the traditions by using formal and Czech, Slovak and Financial, Technical ISO 9001:2009 less colloquial language, which has been other CEE languages and Certifi ed considered rigid and sounds like “poetry recitation” according to Dong. The Tu Cao version tends to be even less for- mal than the normal version by using a broader range of new words and slang, including some local slang and dialect, since this version sometimes targets regional audiences consisting of even smaller groups. The fan subtitlers also attempt to resolve cultural taboos in a more creative and individual way. Sex is one of the most widely known taboos in Chinese culture, which is usually discussed with reference to a euphemism. The normal fansubbed www.lexikasro.com Established in 1993 version usually reserves the original and leaves the sensitive words untranslated

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or toned down. The Tu Cao version can prison guard, found himself left behind at the sky from a 45 degree angle, with be more daring at translating the origi- by his colleagues during a prison riot. To tears all over the face” appeared several nal words, which has been criticized by protect himself, he tells Malamadre, the times in his novels to describe the mel- some audience members of being vulgar. riot leader, that he is a new prisoner who ancholy feelings of an innocent young Some fan translators, however, tend committed murder. However, Malamadre man refusing the accept the cruel adult to deal with this matter in unexpected does not believe him, saying Juan looks world. The fan subtitler changed “45 ways. For example, “Jack, slow f**k,” in young and naïve, not like a tough guy degree angle" into “135 degree angle" the movie Titanic was translated as 捷 who is able to kill people. Juan retorts by to achieve a comic effect and linked 克斯洛伐克 (Czechoslovakia) in one of asking if Malamadre is a psychologist. Malamadre’s frst expression of Juan the fansubbed versions. On the face of it, Malamadre then releases the tension and for being naïve and full of sorrow to the the country has nothing to do with the jokes: Pues anda que no molaría andar young man in Jingming’s novel. Addi- original text. However, Czechoslovakia por ahí con la batita llena de Valiums, tionally, Jingming’s physical appear- in Chinese is pronounced as jié kè sī luò ¿eh? (Wouldn’t it be cool to walk around ance, dress taste and writing style were fá kè, which is phonetically similar to with a gown full of Valiums, huh?) The severely criticized by many readers for “Jack, slow f**k.” In this case, by playing Chinese subtitle is 所以他就郭四娘一般 lacking manliness. The comparison of with words, the fan translator resolved 135°仰望天空 泪流满面的来到了这里 Juan with Jingming insinuates that Juan the tension from self-censorship or from (So he came here, looking up at the sky is particularly feminine compared to the the general public in a comical way. from a 135 degree angle, with tears all murderers in prison. Moreover, the Tu Cao version has a over his face like Guo Siniang). The reception of Tu Cao has been tendency to parody popular contempo- In this scene shown in Figure 3, the somewhat controversial. Some fans criti- rary novels, song lyrics, talk shows and fan subtitler diverted from the original cized it for being frivolous and making proverbs, in order to achieve an enter- meaning of the dialogue by parodying fun of everything, including very serious taining or sarcastic effect. a popular expression written by Guo issues, which can potentially disturb the In the aforementioned movie Cell 211, Jingming, a famous writer representing original storylines and even turn artistic you may remember that Juan Oliver, the the post-1980s generation. “Looking up movies into so-called “mockbusters.”

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However, supporters have argued that it is a matter of personal preference with respect to style of choice, given that the normal versions are also available. Nev- ertheless, the diversity of styles and strategies, to some extent, refects an unconventional spirit at the grassroots level. Translation in China has traditionally been considered an elite occupation, only accessible to scholars who have acquired enhanced knowledge and understanding of both Chinese and other foreign languages. Fansubbing, especially Tu Cao, has provided a lively platform for fan subtitlers to demonstrate their language skills and creativity, as well as express their opinions on current affairs in unique ways. The impact of fansubbing on profes- sional translation work has been a focal point of some scholars. Díaz Cintas and Muñoz Sánchez observed that some of Figure 3: Chinese subtitles reference a Chinese writer. the new conventions which appear in fansubbing have already been applied in to the Tu Cao version of fansubbing, tural losses. In his view, vivid language some commercial practice and concluded which seizes every possible opportunity with fresh vocabulary should also be that only time will tell whether these con- to make fun or satire current events, included into the movie translation, in ventions will affect future mainstream the offcial translation tends to strike a order to ensure the content is kept abreast subtitling practice. Luis Pérez-González balance between creating humor and with the development of the times. These has claimed that the future impact of keeping up with the development of the changes have also been warmly wel- fansubbing to the mainstream practice storylines. Gu Qiyong, a professional comed by foreign movie fans and profes- “should not be minimised.” movie dubbing translator, pointed out in sional translators, the latter having been In recent years, professional transla- an interview with Yang Xiao that adding given credit for giving up some of their tors have also started to use fashionable Chinese humor in the translation is not pride to learn from grassroots translators. words and parody in dubbing. Compared the only way to compensate for any cul- In China, media consumers have made it clear not only what they want to watch and when they want to watch it, but also how they want it to be translated, and some of the requests have already been acknowledged by fansubbers. Other than having infuenced the translation strategies of professional audiovisual translation, as previously discussed, fansubbing has also had a profound impact across different areas of Chinese society, provoking an ongo- ing discussion in China. Fansubbing has frstly been acknowl- edged for its contribution to foreign language learning and cultural commu- nication. Learning through the process of translating, as discussed in the previous section, has been welcomed and prac- ticed by many language learners. Many people have also adopted fansubbed movies and TV programs as self-study materials. Fansubbed audiovisual mate- rials have been applied in college lan- guage teaching and have proved helpful in improving students’ listening skills, vocabulary and cultural understanding,

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as mentioned by Di Zhang and Hongyan People's Political Consultative Confer- Chinese Subtitles of Americian TV Dramas). Yang. Additionally, fan produced bilin- ence, and was also highly praised for its 科教文汇 (Education, Science & Culture gual parallel subtitles have also been free-sharing public spirit. However, there Magazine), 2009. 9, 231. used as a language corpus in electronic are also some concerns regarding West- Guo, Wencai, and Wang, Lei. "入世" dictionaries, such as Youdao dictionary ern ideological penetration and cultural 掀外语学习热 英语培训师"日进万元" of NetEase, web-based open-source soft- hegemony embedded in the audiovisual (Entering into the WTO Provoked Foreign Language Fever, English Trainer Earns Ten ware, which includes all kind of avail- products that have not been offcially Thousand Yuan a Day). Nanjing: Yangzi able fansubbed materials. imported by the government, but brought Evening News, 2002. Secondly, fansubbers have been into China and unprofessionally trans- Li, Jing. 观看美剧《SHARK》思考中国 considered as “culture transmitters” for lated by the fansubbing groups. 《刑事诉讼法》的证据收集 (Thoughts introducing world culture to the Chi- The future of fansubbing in China is on the Evidence Collection in the Chinese nese people by freely sharing translated still in its infancy. Since 2009, the State Criminal Law after Watching American audiovisual materials and resources. Administration of Radio Film and Televi- TV Drama Shark). 科技信息 (Science & Translators have been generally con- sion of China has gradually cracked down Technology Information), 2010. 1, 244-246. sidered as mediators between different on nearly all major online forums, such Li, Ling. 将美剧《老友记》运用到大学英 linguistic and cultural systems, but the as BT China, which provides free media 语教学中 (Applying the American TV Drama negotiation was previously conducted products and downloading services for Friends into College English Teaching). 科技 信息 only by trained professional transla- those websites that have not obtained (Science & Technology Information), 2010. 24, 536. tors under a strict censorship by the relevant legal licences. Some fansubbing authorities. Nowadays, considering the groups disbanded, while others have Pérez-González, Luis. "Fansubbing anime: Insights into the butterfy effect of socio-economic development of China moved the servers of their online forums globalisation on audiovisual translation." and the support of affordable and avail- overseas. It should be noted, however, Perspectives: Studies in Translatology, 2006. able technology, anyone who wishes to that these fansubbed materials are still 14, 260-27. could undertake this task and become accessible in China. As has occurred in Ran, Gui. 胡敬宇：美剧字幕人的共享 involved in mediation. In the process of the West, legal issues of fansubbing have 世界 (Hu Jingyu: the Sharing World of an negotiation, fansubbers themselves have also been widely discussed in China. As American TV Drama Subtitler). 时代青年, accessed world culture, encountered and has been pointed out by Díaz Cintas and 2008. 6, 13-15. resolved conficts with other cultures, Muñoz Sánchez, “fansubs are technically Tu, Yuan, Junhui Zhao, Yan Song and and spread these experiences by sharing illegal.” M Mingyong Ren. 政协委员向网络字幕 audiovisual materials to the general pub- References 组年轻人致敬 (Member of the National lic. By watching world media products, Committee of the Chinese People's Political the Chinese general public, or at least the Díaz Cintas, Jorge. "Introduction Consultative Conference Salute to the Young younger generation, has gained a deeper Audiovisual Translation: An Overview of Its People in the Online Fansubbing Groups), Potential." In: New trends in audiovisual knowledge of the lives of people outside 2010. translation. Díaz Cintas, Jorge (ed.) Bristol: China and their views on the world and Xiao, Yang. 大片配音"本土" 中国幽默如 Multilingual Matters, 2009. 1-18. 何替换美国笑点 toward China, although certainly as (How Can Chinese Humor Díaz Cintas, Jorge, and Muñoz-Sánchez, Replace American Jokes in Dubbed Movies). Jorge Díaz Cintas has pointed out, “while Pablo. "Fansubs: Audiovisual Translation in Beijing Youth Daily, 2009. mirroring reality, cinema also distorts it an Amateur Environment." The Journal of Yang, Hongyan, and Di Zhang. 观看美剧 by constructing certain images and cli- Specialised Translation, 2006. 37-52. 与英语学习的相关性研究 (A Study of the chés that grip the audience and mould Dong, Shujing. 论译者主体性在美 Relationship Between American TV Drama their perception of the world.” 剧字幕非官方中译中的体现 (On the Watching and English Learning). 海外英语 The world audiovisual products that Translator's Subjectivity in the Unoffcial (Overseas English), 2010. 11, 538-539. have been introduced to China by fan- subbing groups have also brought about inspiration to different aspects in society. For example, Jing Li gives some sugges- tions on the criminal law procedures in China after watching the American TV drama Shark. She compared the evi- dence obtaining process in the criminal procedure shown in the TV drama to the situation in China, and indicated that improvements are needed with regard to the methods of obtaining evidence in the Chinese legal system under the principle of “just, fair and open.” The contribution of fansubbing to society has been given much credit by the general public and members of the National Committee of the Chinese

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Region Focus Angel Zimmerman

If you are plugged into today’s technology ence — without even factoring in localization-readiness — the trends for the hotel scene, you probably aren’t study reveals that many mobile users are running into problems aplenty. For example: surprised to hear that mobile booking is gaining ■■60% of smartphone owners reported that mobile travel in popularity. No part of the world exemplifes sites were slow to load. I ■■ this better than the Asia Pacifc region. Asia is 51% of tablet owners said that search and selection fea- bursting with travelers who use mobile devices tures on travel apps were complicated. ■■20% of tablet owners were disappointed that the mobile to research travel options, book rooms and app was not connected with the loyalty program they are communicate their travel preferences directly to enrolled in. hotels. Asia also boasts the highest number of Mobile app development and localization are very important to get right, because doing a less than stellar job could backfre mobile users in the world, with more than 700 when it comes to customer satisfaction and retention. million mobile phone subscribers. Is it any won- der hoteliers in this region are at the forefront The global factor of using mobile technology to connect with a Of course, the stakes get even higher when you think about broadening the number of people you reach by localizing for global customer base? additional markets beyond your home borders. Considering the global nature of the hospitality industry, you can’t broach the Yet all is not roses and sunshine when it comes to hotels’ territory of global users of mobile technology without delving use of mobile technology today. Recent research by Mobiquity into mobile application localization. For guidance and example- indicates that mobile design and performance diffculties are setting in this area, we can look to Asia. standing in the way of brands getting a piece of a very lucrative Asia is overfowing with tech-savvy travelers who use mobile pie: the $25 billion market for mobile travel bookings projected devices to research travel options, book rooms and communi- for 2014. Many hotel brands cannot get past obstacles while cate their travel preferences directly to hotels. Asia’s mobile traveling this path. In the study, 35% of mobile device-carrying share of web traffc has grown nearly 200% over the past two travelers would be less likely to complete a mobile booking if years, according to Pingdom research. Residents of China, India they ran into a confusing or diffcult-to-use mobile booking and Japan also top the leaderboard when it comes to mobile app app. As for the demerits of the mobile website and app experi- downloads. ABI Research predicts that application downloads in Asia will hit 2.4 billion by 2013, which is approximately 20% of the world's total available market. These staggering numbers alone could point any enterpris- ing hotelier down the path of localization, and we can learn a lot from the ones who are already doing this well. For a better Angel Zimmerman is cofounder and chief understanding of why the hotel industry in Asia is pursuing operating offcer of Sajan, a language mobile app localization, consider the trends. According to translation services and technology provider. the study “ITB World Travel Trends Report 2011/2012," Asia’s

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growing middle class will keep boosting travel demand. Russia, surprisingly or not, is a leading target market for travel business leaders in Asia. Outbound travel is popular, and will probably continue to be for the foreseeable future. Forrester Research notes that mobile channel booking is on an upward swing, having increased four-fold from 2008 to 2010. Guests continue to expect per- sonalized service, which includes having their traveler preference data stored in a digital environment. More and more travelers are tech-savvy individuals with a mobile device in hand, research- ing hotels, booking rooms and selecting other hotel services using said mobile devices. Mobile applications are no longer just about online booking or looking for WeHostel’s mobile app, which allows travelers to book hostels and affordable hotels, hot deals on room rates. We are steadily has already been localized for select European countries and will soon be available seeing more personalized search results, for Chinese and Japanese users. The localized mobile app’s text containers, such as the buttons, are designed to accommodate differing language character size and line length. localized websites and mobile applica- tions that cater to an international user base. Also on the rise is multiple lan- it represent a specialized area that not aesthetic do users respond best to? What guage support itself. In ever-increasing every hotel manager or owner feels at do they typically look for and expect numbers, guests expect to see informa- ease with. Few businesses have the in- from a mobile app experience? Are there tion that aligns with their unique tastes, house staff or resources to tackle this, specifc demands in the local market that preferences and travel habits. And it which has been leading to more business will modify or guide the specifc require- needs to be in their preferred language. for language service providers (LSPs) ments of your app? Which mobile net- In response, hoteliers are introduc- with experience in this industry. works are used most in a given region? ing features and services that provide We are only at the start of personal- As you might expect, factors like these more personalized aspects than ever. ized mobile applications and their inevi- will differ dramatically from country to One example of a website that stores table evolution. As the weeks and months country. Start off slowly by localizing and tracks travel preferences through a roll on, we will no doubt see more hotels your mobile app for one target country. mobile app is Hotels.com. How might launching mobile apps to anticipate and Piloting the mobile app launch in this the storage of travel preferences play out fulfll guests’ needs in several different strategic way allows you to see how well when a user books a room? As an exam- languages. The question is, are they tak- it works before you expand it for addi- ple, a Saudi Arabian male with multiple ing steps to do it the right way? tional target countries. wives could be assured of always receiv- Your second step will be to double- ing a room suite that features connected Deploying a global mobile app check that you are global-ready. If you rooms, without needing to request this Deploying a global mobile app already know that at some point you every time. Automatic request fulfll- requires some planning. As with any will be trying to reach customers in ment like this provides tremendous con- business venture, it is critical that you countries beyond your home borders, venience and ease of use, well before a lay the groundwork frst. You should it’s wise to design your mobile apps to guest arrives at the front desk. conduct a thorough analysis of your cur- be global right from the start. Taking A personalized mobile app is also an rent business model, while remembering this step at the beginning of mobile ingenious way to upsell to guests. Think to identify any constraints that you may app development makes localization for how easy it would be for a guest to be subject to. Hearing from all stakehold- additional countries much easier and order an additional service if it is only a ers at the outset and creating a roadmap more budget-friendly. single click or fnger swipe away. In fact, to achieve your goals are also important. A good piece of general advice is to some hotels already offer a multilingual Making sure you are grounded in real- ensure that the mobile application con- mobile app that allows guests of various ity rather than beginning an unrealistic forms to globalization frameworks to nationalities to order food or beverages venture can save you considerable time properly display elements such as num- from room service using mobile devices. and expense. ber formats, symbols, icons, graphics, Simply pressing a button to say “I’ll have You will also need to identify the currency formats and the text itself. You one more glass” naturally results in a specifc purpose of your mobile app, must also consider multiple language higher number of orders. the user profles of your target audience support. A few companies are leading Mobile app development and the members and the most-used platforms the way here. TripAdvisor, Booking.com localization that goes hand in hand with in those target markets. Which visual and Kayak have support for 20, 18 and

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38-40 Zimmerman #137.indd 39 6/26/13 2:59 PM Region Focus

should be. Be sure you focus on the user interface design, performance levels and whether your mobile app meets your tar- get audience’s cultural preferences and expectations. Once you address any issues you may have found, consider testing your mobile application on the specifc devices and networks that it’s intended for. Perform- ing user acceptance testing in the target market could highlight any market-spe- cifc concerns and return some very use- ful market-specifc feedback. Consider a beta or test stage program or a customer early-adopter program; alternatively, you could consider working with an experi- enced LSP that provides the necessary in-country qualifed reviewers. Travelers are already one step ahead of you, expecting as much personaliza- The Japanese version of WeHostel’s mobile app demonstrates high usability tion as possible in mobile apps, which for local users with its visually clean layout. Elsewhere it also uses icons — coins, includes catering to the users’ language a globe and a fame — whose essential meanings would not be lost on locals. and home culture. Similarly, a strong 11 languages respectively. It is safe to forms. It should also be weighed against marketing strategy hinges on your target say that this multilanguage trend will the need to get the most out of the plat- region’s particular cultural expectations, keep growing. form’s feature set and ensure a consistent travel habits and, of course, language If you wish to integrate a pop-up platform interface. But keep in mind that preferences. By catering your mobile touchscreen keyboard into your mobile your efforts here can bring great returns. strategy to each market, and possibly app, you should once again consider You should also ensure that you working with an LSP that is experienced your target users to inform your deci- perform in-country testing. Well before with the hospitality industry, you can not sion-making. Will users be able to enter you release a localized mobile app, only open the door to greater numbers text in their native script? While mobile you should run through your standard of international guests — but usher them devices and smartphones are being testing suite to ensure that functional- in and make them lifelong, brand-loyal shipped with increasingly higher screen ity and usability levels are where they customers as well. M resolutions, usability is still an important consideration. Text that has been trans- lated can expand by as much as 25% or 30%, which then affects the layout and visual appeal of your mobile app. Also, the readability of some scripts could be severely hampered if the displayed font size is not large enough. The third step is to mesh with your full software distribution platform. Mobile might be just one of your hotel’s targeted release components. If that is the case, your global mobile app should maintain a consistent look and feel in accordance with your other targeted platforms, such as the hotel website itself, to ensure consistent branding and product usability. You don’t want to force prospects and guests to learn a new mechanism or adapt to a completely unfamiliar visual appearance and layout to interact with you. The global mobile app should truly feel like it is an extension of your brand. This may be challenging, especially if you are targeting multiple mobile plat-

40 | MultiLingual July/August 2013 [email protected]

38-40 Zimmerman #137.indd 40 6/26/13 2:59 PM REGISTER EARLY October 21-23, 2013 TO SAVE! Hyatt Regency Hotel, Santa Clara, CA USA

The Internationalization and Unicode Conference (IUC) is the premier event covering the latest in industry standards and best practices for bringing software and Web applica- tions to worldwide markets. This annual event focuses on software and Web globalization, bringing together internationalization experts, tools vendors, software implementers, and business and program managers from around the world. Expert practitioners and indus- try leaders present detailed recommendations for businesses looking to expand to new international markets and those seeking to improve time to market and cost-effciency of supporting existing markets. Recent conferences have provided specifc advice on design- ing software for European countries, Latin America, China, India, Japan, Korea, the Middle East, and emerging markets.

This highly rated conference features excellent technical content, industry-tested recom- mendations and updates on the latest standards and technology. Subject areas include cloud computing, upgrading to HTML5, integrating with social networking software, and implementing mobile apps. This year’s conference will also highlight new features in Uni- code Version 6.2 and other relevant standards published this year.

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41 IUC #137.indd 41 6/26/13 2:59 PM Machine translation: Inside the enterprise or outsourced? Business Lori Thicke & John Papaioannou

Machine translation (MT) is on your compa- Cost Risk avoidance over interruption ny's strategic roadmap, but you’re not sure what of supply the best scenario is: should you build or buy? Quality Avoidance of Do you bring MT capabilities and technology Insource reversibility/ M Dependability dependency into the enterprise, training and managing your translation engines internally (build)? Or do you outsource the technical and linguistic tasks to a commercial MT services vendor (buy)? Flexibility Now that MT is moving, slowly but surely, from early adopt- Operational Quality ers to mainstream users, we fnd this question to be the starting efciency point for companies that have a six-month to three-year time Outsource horizon for implementing their MT strategy. Speed Cost Whether to develop an MT solution internally or to out- source it is a similar dilemma to the build-or-buy decision faced Benefting Converting fxed from suppliers’ costs to by companies with regard to other enterprise software needs. investment and variable costs One issue, of course, is whether external suppliers can perform innovation better in terms of cost, quality and so on, but there are other Advantages of insourcing vs. outsourcing. factors to consider, such as what skills and resources are avail- able within the enterprise and which solution would best serve Frameworks for examining MT needs the overall corporate strategy. The frst framework, adapted from L. Willcocks and G. The Localization Outsourcing Decision, the MBA thesis of Fitzgerald’s A Business Guide to IT Outsourcing (Business Intel- Lexcelera CEO John Papaioannou, identifes a number of deci- ligence, London: 1994) examines both business and technical sion-making frameworks that provide a useful toolkit for our factors, determining whether MT is a commodity or a differen- customers who need to choose which approach to take. We have tiator. This model is based on the belief that if MT functions as selected two that are capable of yielding a structured and objec- a commodity, companies are better off to outsource it, but if it tive means to weigh business goals against internal capacities is a differentiator, then it should be managed internally. and resources, and to measure the strategic importance of an To determine which case describes your company, look at internally-managed translation process against an outsourced this questionnaire covering business and technical factors, and one. The full 80-page document may be downloaded for free at select A or B depending on which best refects your situation. http://lexworks.com/translation-resources/. Your future business needs for MT are . . . A. Certain B. Uncertain

Lori Thicke is the founder of Lexcelera, LexWorks The potential contribution of MT to your and Translators without Borders, and a member business positioning is a . . . of the MultiLingual editorial board. A. Commodity John Papaioannou is the CEO of Lexelera. B. Differentiator

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The impact of MT on your business Technological requirements B. A long-term planning horizon exists. strategy is . . . A. The technology is either very As with Framework 1, more answers A. Useful stable with limited applications or very in the A category support outsourcing, B. Vital dynamic, changing quicker than the rate while more answers in the B category of adaptation. suggest that MT may not be a good can- The in-house cost for MT compared B. The technology is relatively fuid and didate for outsourcing. to the marketplace is . . . possessing it can be a clear advantage. A. High An individualized approach B. Low World-class ability To these previous questions, addi- A. Average performance is suffcient; tional questions can lead to a better Ideally, your MT processes would resources to achieve world-class are not understanding of the individual situ- be . . . available. ation. The questions should lead to the A. Discrete B. Resource and capabilities exist to identifcation of primary goals (such as B. Integrated retain/achieve world-class performance. process control, process standardiza- tion, consistency/quality improvements, Your technological maturity is . . . Performed capability vs. alternative reduction in unit costs, reduction in A. Low resources overhead costs, direct/real-time access B. High A. External vendors are clearly more for customers, acceleration of transla- competent. tion cycles, protection of IP and so on) Your in-house capability compared B. A leadership position exists within as well as the pain points. It’s also help- to the marketplace is . . . your company. ful to assess staff buy-in for a particular A. Low solution and to take stock of the size of B. High Time and cost required to close per- localization team and skill set (such as formance gaps technical and linguistic). Current pro- If you answered mostly A to the above A. Signifcant capital and resources are cesses for handling translation memories questions, it would make sense to out- required to close gaps (TMs) yield a useful roadmap for man- source your MT needs. However, if the B. The internal source provides a clearly agement of the MT process. Taking the majority of your answers fall into the B competitive cost advantage over external external environment into consideration category, you may want to consider bring- suppliers, rate of improvement is high. allows you to compare capital and human ing MT into the enterprise. Before making resources costs for an internal solution a fnal decision, however, it is useful to Length of commitment compared to the transaction costs related look at the second framework to deter- A. You plan to harvest or exit the busi- to outsourcing. The following case stud- mine if internal capabilities and resources ness in the near future. ies of three of our MT customers show are suffcient. The second framework is based on D.F. Blumberg’s volume, Strategic Assessment of Outsourcing and Down- sizing in the Service Market (University Press: 1998), which weighs in-house CHANGE capabilities and resources in order to determine whether a process such as MT is best managed by internal or external EL EN JA IT NL PT experts. As above, to assess your compa- ny’s capacity to manage MT internally as well as its strategic importance, choose A or B in the following questions:

Customer view of MT A. Customers are concerned with the outcome, not the process. An online localization community B. Customers are concerned with the available at the click of a finger... process of MT. XTM Xchange is an online localization gateway which So whether you are buying, selling, collaborating or brings together skilled translators with those who delivering localization services – It’s all in hand with Capabilities and physical assets to need their translating skills. Choose your language, XTM Xchange. execute MT. your sector, and your perfect translator... Find out more www.xtm-intl.com A. Capabilities and assets are available in the market from qualifed providers. Get your hands on 3 months free subscription B. MT requires specialized capabilities to XTM when you sign up to XTM Xchange and assets, not easily found outside the company.

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how for some enterprises an internally help translations. The customer’s goals signifcant capital and resources would managed solution is best, while for others were to introduce MT in order to reduce be required to close performance gaps. the case for outsourcing is stronger. translation costs and increase turnaround Furthermore, translation was not a dif- speed while maintaining or improving ferentiator. It seemed clear that they Case Study 1: Total outsourcing translation quality. For this customer, should outsource the activity — total One customer, the top manufac- translation is a commodity — but one for outsourcing. turer in the rail transport sector, views which quality is absolutely mandatory. However, one consideration trumped translation as a necessity, but not as a For this customer, there is not much all others: they needed an internal MT differentiator. Furthermore, there are question of managing the process inter- engine that their 200,000-plus employees insuffcient linguistic and technical nally: the company is known for its lean could use. It was critical to this customer resources internally, which means that localization team, which is based on not to expose its internal data to the for this client, the cost of a do-it-your- outsourcing even some typical project world. They were aware that when using self solution would be higher than what management tasks to their vendors such Google’s translation application pro- is available in the market. as maintaining TMs. In this case, MT was gramming interface, they gave Google The specifc business need of this to follow the same process. Glossaries, a “perpetual, irrevocable, worldwide, customer is the ability to respond more TMs and engine builds were to be deliv- royalty-free, and non-exclusive license quickly to international tender documents ered and updated on their Sharepoint to reproduce, adapt, modify, translate, that routinely run to hundreds of pages. platform once the engineering tasks were publish, publicly perform, publicly dis- To be more competitive they require completed, giving them complete control play and distribute such content.” translations that are cheaper and faster over their linguistic assets. To meet their needs, the solution we — both typical benefts of an MT process. In this case, as above, the best ft was put in place involved a series of MT Specifcally they need gisting quality to build and maintain MT engines on engines installed behind the bank’s fre- translations to understand the content our premises with post-edited content wall, available to all their global staff of requests for proposals (RFPs) and then for fully human quality as a deliverable. via the enterprise intranet. While the fully human quality for their responses. However, this is actually a selectively bank’s technical team ensured the tech- This situation called for a total out- outsourced solution rather than a full nical integration of the MT engines, we sourcing solution with translation as a outsourced solution because centraliza- build and maintain engines in various deliverable. The chosen solution involved tion of all linguistic assets takes place on language combinations and for various building and maintaining customer- the client’s premises so that they have domains remotely, effectively managing specifc MT engines on our premises and full control of the latest version of their all linguistic tasks. This ensures that the using those engines to provide them with TMs and the latest iteration of their MT internal employees can use the engine fast-turnaround translations at reduced engines. This gives them the freedom to while still maintaining confdentiality of costs. A combination of gisting (raw) and work with any vendor at any time. their intellectual property. post-edited (human) quality gives this manufacturer a speed advantage in order Case Study 3: Selective insourcing Choosing the right path to win more international RFPs. When we applied the decision-making As the above case studies show, both frameworks to one of the world’s largest outsourcing and insourcing have their Case Study 2: Selective outsourcing banking groups, it became clear that benefts. Both also have their drawbacks. A leading software publisher has a they did not have the internal linguistic The advantages of insourcing include strong localization department, which resources to take on the task of building cost, risk avoidance over interruption manages its software, documentation, and maintaining MT engines in multiple of supply, dependability, quality and courseware, user interface and online languages and for multiple domains; avoidance of reversibility/dependency. The advantages of outsourcing include operational effciency, cost, speed, dependability, benefting from Share a Free Issue of MultiLingual suppliers’ investment and innovation, quality, fexibility and converting fxed If you fnd information in costs to variable costs. this issue that you know could At the end of the day, whether a com- pany chooses outsourcing, insourcing or beneft someone else, let us a combination of the two, the decision send them a copy from you. is both important and strategic. I have s heard more than one company say, “We new Just e-mail the person’s name, address wish we hadn’t gone down this path.” test he la and the date of the issue you’d like to Before sinking a signifcant investment, t share to [email protected]. and possibly years of human resources, it’s best to consider the question from We will ship a magazine anywhere in the world all possible angles, starting with an with a note to let them know you thought of them. objective framework for asking the right questions. M

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42-44 Thicke #137.indd 44 6/26/13 3:00 PM Business Globalization with agile

Marcia Rose Sweezey

Many development organizations are in vari- interfaces in multiple target languages. Any summary of agile ous stages of embracing agile methodology for here is highly simplifed — you can fnd many books, articles and consultants who are well-versed on the subject. the development of software products. Agile is Ma methodology used by software development Acme Earthworks Inc. teams as an alternative to the more traditional To help illustrate some points, imagine a software company “waterfall” style of project management. named Acme Earthworks Inc. that develops and distributes online calendars, among other products. For the sake of dis- Scrum, for example, is a popular agile process and requires cussion, let’s assume that the natural language of the original a team with three roles. These roles are scrum master, prod- development team, and of the software user interface (UI) is uct owner and team member. Scrum teams are meant to be US English. The agile teams include people from product man- self-managed. Scrum requires close team collaboration and a agement, testing and technical writing. They do not include number of specifc meetings, including story backlog groom- direct representation from the area of localization. Let’s further ing — stories detail in one or two sentences what a system must assume that the company is already receiving orders for French provide — sprint planning, a scrum stand-up meeting and a language products from France, where it was able to make a sprint retrospective. market entry several years ago due to the purchase of calendars However, infusing globalization to the process is still a chal- by a US-based international customer. Now, Acme Earthworks lenge. Various localization service providers (LSPs) and others Inc. identifes some major revenue-producing opportunities in are designing and implementing solutions. That is good news. France, Germany, Canada, Brazil and the People’s Republic of If your success is based on doing business globally, you will China if the UI is made available in their native languages. And want to take the plunge and begin to incorporate globalization fnally, let’s assume that the worldwide sales team is lobbying best practices. hard for Russian products to sell next year. Still, based on my experience to date, it is not clear that all Just because agile may be light on delivering the thorough solutions under consideration are fully addressing some very requirements and planning documents we are used to with the real facts of life for in-house localization managers. First of waterfall approach to software development projects, it does all, corporations almost always look to spend less money on not mean that requirements are absent from the process. They localization and translation. Second of all, localization budget are covered through stories, standards and guidelines. Business cuts in hard times or perceived hard times can be very dra- goals still establish the reason for the existence of the project, matic. Third, corporations and teams tend to create their own and infuence the scope and timeline of the agile project. customized versions of agile, whereas agile teams tend to think Product owners who are part of the agile team may be about globalization as translations for which the localization assigned to write and manage stories, including prioritization. team is responsible. Lastly, agile does not accommodate well to Through the product owner, agile teams should have a clear globalization, internationalization, localization and translation understanding of what is needed from them to develop products (GILT). Scrum teams, for example, are likely to be small groups of people working at the same physical location. In the world of GILT, same-site location is a highly unlikely prospect. There are many localization managers whose reality is that budgets are falling, throughput is increasing, and goals Marcia Rose Sweezey has over 25 years of for high quality and on-time delivery are as stringent as ever. experience in the industry. She is currently This article discusses ways to approach agile globalization, and the localization product manager of focuses primarily on development and delivery of software user marketing operations for Teradata Applications.

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45-48 Sweezey #137.indd 45 6/26/13 3:01 PM Business

Internationalization guidelines lundi mardi mercredi jeudi vendredi samedi dimanche The internationalization guidelines you write for the agile teams are likely to contain a mix of basic, “must have” guidelines and ones that are very partic- ular to your product, its code and archi- tecture, including supported browser Figure 1: French calendars begin on Monday. platforms and so on. Internationaliza- tion guidelines can be initiated by the that support the global business plans of functional stories that are relevant to localization team, and should always be the corporation. For Acme Earthworks global markets. For example, next year, reviewed by at least one senior member Inc., we might write a story like this the Acme Earthworks Inc. product owner from the product, development, quality one: “As a French user of the calendar for the calendar may write a story that assurance (QA) and technical writing in France, my calendar looks and feels demonstrates the needs of users in Asia organizations. If you do not have an like a native French application.” How- for support of any input method editor in-house localization manger, engineer ever, that approach (as seen in Figure 1) they prefer for passing correct Asian or consultant, product owners and other could prove cumbersome if we are tar- characters to the application. team members may collaborate to origi- geting more than one or a few country In any and all cases, the product nate the guidelines. markets. So instead, as part of the agile owners should themselves be clear about Identifying the supported languages process, we may wish to issue a set of target markets and timelines for enter- is a good place to start. However, it is internationalization guidelines that are ing new global markets as articulated by recommended that you do not specif- specifcally created for our agile teams the company’s executive team. Product cally exclude the support of any natural and prioritized for our business needs. owners should be aware of the benefts language character set unless you are Creating the internationalization guide- to users and to the company’s bottom absolutely sure you will never take your lines does not preclude us from writing line of product globalization. product to markets where that language

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SPRINT 1 SPRINT 2 SPRINT 3 SPRINT 4

S1 English UI S1 French UI S2 French UI S3 French UI SI German UI S2 German UI S3 German UI Start Project SI Br. Portuguese UI S2 Br. Portuguese UI S3 Br. Portuguese UI End Project S1 Simplifed Chinese UI S2 Simplifed Chinese UI S3 Simplifed Chinese UI S2 English UI S3 English UI

Figure 2: A four-sprint project in an ongoing agile approach.

is used. Even if you are not going to sell Internationalization guidelines may Fully-integrated approach into a market in the short term, it is best set standards for future sprint stories. By defnition, translations can occur to ensure that all new code can handle They do not, however, tell agile teams only after the source words are written. character sets and local information (date how to implement solutions. If you are defning agile to mean that at and time stamps, for example). A product, as developed in increments the end of each sprint you must be able to If you maintain a thorough set of by agile teams sprint by sprint, should demonstrate the new UI as 100% done in guidelines for internationalization, you always be developed as internationalized. the source language and in all target lan- should also create short, one-page sum- Implementation may be staged over several guages, then each sprint must be planned maries of the top priorities so that all projects, starting with the basics of interna- to accommodate translation time. You team members can see at a glance what is tionalization. For example, the most basic may need to hire your professional trans- expected of them. At a minimum, include internationalization guidelines for Acme lators by the hour rather than pay for their guidelines for developers, QA engineers, Earthworks Inc. include the following: work by the word. In this scenario, Acme designers and technical writers. It is good ■■Use Unicode for end-to-end coding. Earthworks Inc. might have all transla- practice to expand upon the guidelines ■■Use fonts that support all character tors on board for a set number of hours over time, as you learn more about sets. throughout the sprint and over the life of your users, markets, talent pool and the ■■Put all UI strings in a resource fle; the entire project. The fnal day or days of code, including legacy issues. However, do not embed strings in the code. each sprint may be reserved for debugging remember that if you do not apply basic ■■Allow the text of the UI and and for UI translations only. In essence, the internationalization actions now, you may messages to expand by up to 50% or translators are writing the UI in multiple need to recode your product later. Such indefnitely. languages simultaneously. If the English reengineering work is expensive in terms ■■Do not “box in” words that require source string is drafted on Day 2 of the of both time and money. It can be a real translation. sprint, then it is drafted in the target lan- show stopper, keeping you out of what ■■Do not use concatenation tech- guages. If it is edited on Day 5, it is edited would otherwise be lucrative markets and niques in the UI in the target languages, and so on, until all paving the way for your competition to ■■Use pseudo-language testing tech- source and target strings are 100% done. enter ahead of you. niques on new UI developed during each Each team should strive to emphasize the Internationalization guidelines include sprint. completion of the source English string statements of best practices. They can In subsequent projects, more advanced early in the sprint. Ensuring that transla- also include examples that show well- guidelines may be made into stories that tions are fully completed in all languages executed UIs and screens, or illustrate are implemented during sprints. For exam- at the end of each sprint is extremely chal- existing issues to address. An interna- ple, a guideline that suggests the ability of lenging. A modifed approach is to deliver tionalization guideline for Acme Earth- system administrators or users to select, the source English UI strings as 100% done works Inc., for example, might suggest add or modify locales (French-France, while delivering the translations in draft that locals control, among other things, French-Canada, French-Switzerland and form only for the current sprint, either by how the names of the days appear on a so on) may be addressed in the guidelines. human translators or by machine transla- calendar, and with which day to begin the Because the source product is devel- tion. The translations are completed as week. If the team follows the guidelines, oped with internationalized UI, the UI is 100% done by human translators in a sub- no localization or translation is required, known to support all necessary languages sequent sprint. The fnal sprint or sprints saving money and potential delays to (characters). Unless you wish to and can may require a moratorium on new and time-to-market. afford to fund multiple, in-house, simul- change source English strings. This guideline may include an exam- taneous UI writers (in our case, for US ple of a previous calendar in which all English, French, Canadian French, Ger- Proof-of-concept approach calendars start on Sunday and all days of man, Brazilian Portuguese and Simplifed Other approaches exist. For example, the week appear in English, or in which Chinese), you probably plan to translate Acme Earthworks Inc., relative to the UI, manually translated words do not ft or the source English UI to your target might defne agile to mean that English align properly for the space provided. languages. strings must be 100% done at the end

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of each current sprint and that translated Ongoing/rolling approach fnal linguistic or subject matter expert strings must be 100% done by the next Another way to work translations into testing of the UI during the fnal sprints sprint or some other subsequent sprint. the agile process is to use an ongoing or periodically throughout the project. In other words, the functionality is fully translation process while not requiring Figure 2 shows a four-sprint project coded, the English UI is 100% completed, 100% completed translations until the in which source English UI strings are and the translations are due at a later end of the fnal sprint in the project. The 100% completed (developed, tested and sprint. In this case, the translators can fnal sprint or sprints will not include accepted) by the end of sprint 3 (S3). await the fnalized English strings before development of new source English UI French, German, Brazilian Portuguese they start the translations. As soon as strings. Rather, the fnal sprint or sprints and Simplifed Chinese UI strings are the fnalized English strings are received, are reserved for product testing, code 100% completed by the end of sprint depending on the number of strings and debugging and fnalizing the transla- 4 (S4). words they contain, translators work on tions. For example, in this scenario, This rolling approach to agile transla- the UI translations in a dedicated manner Acme Earthworks Inc. might frst collect tions is possibly the most cost-effective to create and deliver fnalized strings in all fnalized source English UI strings one. However, the globalization of the the target languages. A modifed version at the end of each sprint or every other agile process is still evolving. You may of this approach is more in the line of sprint. Next, they would translate the fnd that onboarding translators by the proof of concept. It takes into account strings according to a sprint-centered hour to produce sprint-based drafts or the top-producing global markets. It calls schedule, allowing an adequate amount even some approach you will design for the rapid translation of the source of time for all key aspects of translations and customize for your own teams to strings to just one or several target lan- to occur, including translation, editing, produce the most effcient and effective guages. For Acme Earthworks Inc., this proofreading, and even possibly, lin- results for your teams, your company leading target language would be French guistic validation testing. They would and your customers. for France. In this scenario, only the then conduct pseudo-language testing In summary, go global while you are English and French UI strings would be continuously; conduct touch testing going agile: the two are not mutually developed and delivered as agile. on translated UI regularly; and conduct exclusive. M

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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).

agile. In this context, agile methods break tasks into small controlled languages. Subsets of natural languages iterations with minimal planning. Each iteration involves a whose grammars and dictionaries have been restricted team working through a full software development cycle, in order to reduce or eliminate both ambiguity and com- for example, which speeds up release of the product. plexity. Also, stylistic rules — such as not using certain verb application programming interface (API). A software tenses or the passive voice — can be created, depending interface that enables applications to communicate with upon the group or organization and its language usage each other. An API is the set of programming language goals. constructs or statements that can be coded in an appli- crowdsourcing. The act of taking a task traditionally cation program to obtain the specific functions and ser- performed by an employee or contractor and outsourc- vices provided by an underlying operating system or service ing it to an undefined, generally large group of people, in program. the form of an open call. For example, the public may be invited to develop a new technology, carry out a design Association of Southeast Asian Nations (ASEAN). A task, refine an algorithm, or help capture, systematize or geo-political and economic organization of ten countries analyze large amounts of data. located in Southeast Asia, which was formed in 1967 by Indonesia, Malaysia, the Philippines, Singapore and Thai- eXtensible Markup Language (XML). A programming land. Since then, membership has expanded to include Bru- language/specification pared down from SGML, an inter- nei, Burma (Myanmar), Cambodia, Laos and Vietnam. national standard for the publication and delivery of elec- tronic information, designed especially for web documents. computer-aided translation (CAT). Computer technol- ogy applications that assist in the act of translating text gross domestic product (GDP). One of the measures of from one language to another. national income and output for a given country’s economy. The most common approach to measuring and quantify- conference interpreting. The interpretation of a mul- ing GDP is the expenditure method: GDP = consumption tilingual conference or meeting, either simultaneously or + gross investment + government spending + (exports consecutively. International institutions such as the Euro- – imports). pean Union and the United Nations hold multilingual meet- internationalization (i18n). Especially in a computing ings that often need to be interpreted into several foreign context, the process of generalizing a product so that it languages, usually done via headset by behind-the-scenes can handle multiple languages and cultural conventions conference interpreters. (currency, number separators, dates) without the need for content management system (CMS). A system used redesign. to store and subsequently find and retrieve large amounts La Francophonie. The Organisation internationale de la of data. CMSs were not originally designed to synchronize Francophonie, known more commonly as La Francophonie, translation and localization of content, so most have been is an international organization representing countries and partnered with globalization management systems. regions where a significant proportion of the population controlled authoring. Writing for reuse and translation. are francophones and/or where there is a notable affili- Controlled authoring is a process that integrates writing ation with French culture. The organization includes 56 with localization so that the text can be written for reuse member states and governments, many of which are for- and at the same time written for efficient translation. mer French colonies.

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localization (l10n). In this context, morphological, syntactic and seman- Unicode. The Unicode Worldwide the process of adap ting a product or tic information, and large sets of rules. Character Standard (Unicode) is a software to a specific international simship. Simultaneous shipment of a character encoding standard used to language or culture so that it seems product to different markets worldwide, represent text for computer process- natural to that particular region. True as opposed to releasing in the home ing. Originally designed to support localization considers language, cul- market first and in other locales later. 65,000 characters, it now has encod- ture, customs and the characteristics ing forms to support more than one source language (SL). A language of the target locale. that is to be translated into another million characters. machine translation (MT). A tech- language. XML Localization Interchange nology that translates text from one File Format (XLIFF). An XML-based statistical machine translation human language to another, using format for exchanging localization (SMT). A machine translation para- terminology glossaries and advanced data. Standardized by OASIS in April digm where translations are gener- grammatical, syntactic and semantic 2002 and aimed at the localization ated on the basis of statistical models analysis techniques. industry, XLIFF specifies elements whose parameters are derived from and attributes to aid in localization. project management (PM). The the analysis of bilingual text corpora. XLIFF could be used to exchange data systematic planning, organizing and SMT is the translation of text from one between companies, such as a soft- controlling of allocated resources to human language to another by a com- ware publisher and a localization accomplish project cost, time and puter that learned how to translate vendor, or between localization tools, performance objectives. PM is nor- from vast amounts of translated text. mally reserved for focused, nonrepeti- such as translation memory systems target language (TL). The lan- and machine translation systems. tive, time-limited activities with some guage that a source text is being degree of risk. translated into. quality assurance (QA). The activ- TBX. TermBase eXchange standard. ity of providing evidence needed to A standard for terminology and term Resources establish confidence among all con- exchange. cerned that quality-related activities are being performed effectively. All TMX. Translation Memory eXchange. OrganizatiOns An open XML standard for the those planned or systematic actions American Translators Association (ATA): necessary to provide adequate confi- exchange of translation memory data www.atanet.org created by computer-aided transla- dence that a product or service will Project Management Institute: satisfy given requirements for quality. tion and localization tools. www.pmi.org QA covers all activities from design, translation. The process of con- TAUS: www.translationautomation.com development, production and installa- verting all of the text or words from a Publications tion to servicing and documentation. source language to a target language. An understanding of the context or Ethnologue: Languages of the World return on investment (ROI). In M. Paul Lewis: www.ethnologue.com finance, the ratio of money gained meaning of the source language must The Guide to Translation and or lost on an investment relative to be established in order to convey the same message in the target language. Localization, published by Language the amount of money invested. The Line: www.llts.com amount of money gained or lost may translation management system Translation: Getting It Right, published be referred to as interest, profit/loss, (TMS). Sometimes also known as a glo- by the ATA: www.atanet.org/ gain/loss or net income/loss. balization management system, a TMS publications/getting_it_right_trans.php rule-based machine translation automates localization workflow to Translation: Standards for Buying a Non- (RBMT). The application of sets of reduce the time and money employed Commodity, published by the ATA: linguistic rules that are defined as by manpower. It typically includes pro- www.atanet.org/docs/translation_ correspondences between the struc- cess management technology to auto- buying_guide.pdf ture of the source language and that mate the flow of work and linguistic RefeRences technology to aid the translator. of the target language. The first stage CIA World Factbook: https://www.cia. involves analyzing the input text for translation memory (TM). A spe- gov/library/publications/the-world- morphology and syntax — and some- cial database that stores previously factbook/index.html times semantics — to create an inter- translated sentences which can then Omniglot — Writing Systems & Lan- nal representation. The translation is be reused on a sentence-by-sentence guages of the World: www.omniglot. then generated from this represen- basis. The database matches source to com tation using extensive lexicons with target language pairs. Unicode, Inc.: www.unicode.org

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Buyer’s Guide AssociAtions 51 AutomAted trAnslAtion 51 conferences 51 ssociAtions A desktop publishing 51 enterprise solutions 52 locAlizAtion services 52

Lucy Software and Services nonprofit orgAnizAtions 54 Description Lucy Software and Services GmbH is an ELIA independent company offering language and translation recruitment/Job mAtching 54 Description ELIA, the European Language Industry Asso- technology and services. Lucy Software provides proven ciation, brings together translation, localization and inter- state-of-the-art products and is involved in continued terminology mgmt 54 preting companies that do business in Europe. The association research in the area of language technology. Lucy Software trAnslAtion mgmt systems 54 provides its members with tools and opportunities to is recognized as a leading provider of machine translation improve their businesses such as training and networking technology and for its unmatched expertise in the transla- trAnslAtion services 55 events, resources for business development and joint mar- tion of custom-built SAP applications (both from a tech- keting efforts. Above all, ELIA is a community of peers. It is nical and a translation perspective). Lucy's core focus and trAnslAtion tools 57 a place for language companies to learn, grow, socialize and strength lie in the diligent analysis and understanding of the share. Join us. Discover ELIA. Share the enthusiasm. customers' multilingual requirements and in the translation ELIA Cubic Business Centre, 533 Stanningley Road, of these needs into effective business solutions. Leeds LS13 4EN, UK, +393458307084, Lucy Software and Services Daisbachtalstr. 7, 74915 Waibstadt, E-mail: [email protected], Web: www.elia-association.org Germany, +49-7261-949809-0, E-mail: [email protected], See ad on page 9 Web: www.lucysoftware.com See ad on page 18 Localization World conferences Description Localization World conferences are dedicated to the language and localization industries. Our constitu- ents are the people responsible for communicating across the boundaries of language and culture in the global mar- Globalization and Localization Association ketplace. International product and marketing managers Description The Globalization and Localization Association participate in Localization World from all sectors and all is a fully representative, nonprofit, international industry geographies to meet language service and technology pro- association for the translation, internationalization, localiza- The 37th Internationalization viders and to network with their peers. Hands-on practitio- tion and globalization industry. The association gives mem- & Unicode Conference ners come to share their knowledge and experience and to bers a common forum to discuss issues, create innovative Description The Internationalization & Unicode Conference learn from others. See our website for details on upcoming solutions, promote the industry and offer clients unique, col- (IUC) is the premier technical conference focusing on mul- and past conferences. laborative value. tilingual global software and web internationalization. Each Localization World, Ltd. 319 North 1st Avenue, Globalization and Localization Association 23 Main Street, IUC covers current topics related to web and software inter- Sandpoint, ID 83864, 208-263-8178, Fax: 208-263-6310, Andover, MA 01810, 206-329-2596, Fax: 815-346-2361, nationalization, globalization and Unicode. Internationaliza- E-mail: [email protected], E-mail: [email protected], Web: www.gala-global.org tion and Unicode experts, implementers, clients and vendors Web: www.localizationworld.com See ad on page 4 are invited to attend. Meet and exchange ideas with leading experts, find out about the needs of potential clients, or get in- formation about new and existing Unicode-enabled products. The Unicode Consortium P.O. Box 391476, Mountain View, CA Find us at www.facebook 94039-1476, 781-444-0404, Fax: 781-444-0320 TAUS E-mail: [email protected], .com/multilingualmagazine Description TAUS is a think tank for the translation indus- Web: www.unicodeconference.org/ml-bg See ad on page 41 try, undertaking research for buyers and providers of trans- lation services and technologies. Our mission is to increase the size and significance of the translation industry to help desktop publishing the world communicate better. To meet this ongoing goal, TAUS supports entrepreneurs and principals in the trans- lation industry to share and define new strategies through a comprehensive program of events, publications and communications. TAUS Oudeschans 85III, 1011KW Amsterdam, The Netherlands, 31-299-672028, E-mail: [email protected], Web: www.translationautomation.com AutomAted trAnslAtion

KantanMT Description KantanMT is a cloud-based statistical machine translation platform that offers members an intuitive, easy- to-navigate platform for managing machine translations. It is a subscription-based service targeted at small to mid- sized language service providers that are keen to grow their business. KantanMT allows members to build domain specific engines for each of their clients and ensures that all data is fully encrypted and hosted on a secure Amazon server. Members can use stock engines and training data provided by KantanMT in addition to their own bilingual and monolingual data files to build their engines. KantanMT INVENT Building, DCU Campus, Glasnevin, Dublin 9 Ireland, +353-1-7007874, E-mail: [email protected], Web: http://kantanmt.com

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suited to help clients achieve their goals in any market. professionalized one-stop shop supporting today’s media enterprise solutions ADAPT Localization Services Clemens-August-Strasse 16-18, localization projects. 53115 Bonn, Germany, 49-228-98-22-60, Fax: 49-228-98-22-615, Binari Sonori S.r.l. Viale Fulvio Testi, 11, 20092 Cinisello Balsamo, E-mail: [email protected], Milano, Italy, 39-02-61866-310, Fax: 39-02-61866-313, Web: www.adapt-localization.com See ad on page 15 E-mail: [email protected], Web: www.binarisonori.com See ad on page 13

Across Systems Multiple Platforms Languages All Description Across Language Server is a market-leading software platform for all corporate language Alliance Localization China (ALC) resources and translation processes. Within a very short Languages Major Asian and European languages Description E-C Translation Ltd. is now EC Innovations, Inc. time, the use of Across can increase the translation quality ALC offers document, website and software translation and Languages All Description E-C Translation Ltd., the and transparency, while reducing the workload and process localization, desktop publishing and interpreter services. We technology-driven language service company with a mission to provide high-quality localization solutions, is pleased to costs. The Across translation management software includes focus on English, German and other European languages announce the rebranding of its business to EC Innovations, a translation memory, a terminology system, a powerful PM to and from Chinese, Japanese, Korean and other Asian Inc. Since 1997, EC Innovations, an ISO 9001:2008 certified and workflow control tools. lt allows end-to-end processing languages. We use TRADOS, CATALYST, SDLX, Transit, organization, has grown to nearly 350 full-time employees, for a seamless collaboration of clients, LSPs and translators. Wordfast, memoQ and other CAT tools, as well as DTP tools providing multilingual and interdisciplinary services world- Open interfaces enable the direct integration of third-party including CorelDRAW, FrameMaker, FreeHand, Illustrator, wide. The new name and image are a reflection of our com- solutions like CMS, ERP or others. Customers include Allianz InDesign, PageMaker, Photoshop and QuarkXPress. Our pleteness as a full-fledged localization solutions provider. Versicherungs AG, HypoVereinsbank, SMA Solar Technology, customer-oriented approach is supported by strong project Hereafter, EC Innovations will continue to focus on provid- ThyssenKrupp and hundreds of other leading companies. management, a team of specialists, a large knowledge base and advanced methodologies. We always provide service ing our customers with the highest quality of language and Across Systems GmbH Im Stoeckmaedle 13-15, D-76307 Karlsbad, Germany, 49-7248-925-425, E-mail: [email protected] beyond our customers’ expectations at a low cost and with technology solutions while maintaining our reputation for Across Systems Inc. Glendale, CA 91203, 877-922-7677, high quality, speed, dependability and flexibility. being a customer-centric organization. E-mail: [email protected], Web: www.across.net Alliance Localization China Suite 526, Building B, No.10, EC Innovations, Inc. 501 Silverside Road, Suite 105, See ad on page 20 Xing Huo Road, Fengtai Science Park, Beijing 100070, P.R. China, Wilmington, DE 19809, 312-863-1966, Fax: 312-361-3802, 86-10-8368-2169, Fax: 86-10-8368-2884, E-mail: E-mail: [email protected], Web: www.ecinnovations.com [email protected], Web: www.allocalization.com See ad on page 33

STAR Group Multiple Platforms Binari Sonori High-quality Asian Localization, Languages All Description STAR Group was founded in Description Binari Sonori has been a leading provider of Voiceover and Multimedia Switzerland 27 years ago with the exclusive focus of facilitat- international media localization services since 1994, with Languages Translation: All commercial languages, special- ing cross-cultural technical communications in all languages. a unique team of project managers, studios, engineers and izing in Asian pairs. Voiceover/multimedia: All languages The company has grown to be the largest privately held selected linguists spread over 30 countries worldwide. Solid Description EQHO Communications — one of Southeast multilingual information technology and services company procedures and transparent relationships with clients guar- Asia’s largest independent localization firms, has over 70 in the world with 42 offices in 32 countries. Its advanced antee high quality of text, audio and video, timeliness and in-house staff. Building on a well-educated and inexpensive technology developments have propelled STAR to its current flexibility. We are accustomed to working for global compa- labor base in Thailand, EQHO has created an internation- market position. Core services: information management, nies that need to reach a broad range of markets with their ally recognized localization firm specializing in the rarer translation, localization, publishing, on-demand print- media and entertainment products. Specialized support Southeast Asian languages, as well as Chinese, Japanese and ing and consulting. Core technologies: Transit (translation available for any media localization activity, from effective Korean. EQHO operates from a 1,000-square-meter office memory), TermStar/WebTerm (terminology management), audio localization to international content creation. Highly in central Bangkok. With in-house linguists, DTP operators, GRIPS (product information management), MindReader (context-sensitive authoring assistance), STAR CLM (corpo- rate language management), STAR CPM (corporate process management), i-KNOW (competence management) and SPIDER (Interactive Electronic Technical Manual). STAR Group Wiesholz 35, 8262 Ramsen, Switzerland, 41-52-742-9200, 216-691-7827, E-mail: [email protected], Web: www.star-group.net See ad on page 10 WHY ? Gateway to Asia – TOTAL SOLUTIONS FOR YOUR BUSINESS locAlizAtion services Languages: Major Asian languages, including Korean, Japanese, S-Chinese, T-Chinese, Thai, Malay, Indonesian and Vietnamese Established in 1995, E4NET is a leading provider of high-quality localization and global- ization services. We also provide the full scope of linguistic testing services in Windows, Macintosh, Linux and Unix, DTP services, and audio recording/video script translation. ADAPT Localization Services Our accumulated experience and know-how have allowed us to successfully accom- Languages More than 50 Description ADAPT Localization Services offers the full range of services that enables clients plish many major projects for clients such as Microsoft, IBM, Oracle, Hewlett-Packard, to be successful in international markets, from documen- LG Electronics, SAP, Digi-key, Panasonic and more. We specialize in the felds of IT such tation design through translation, linguistic and technical as ERP/CRM/DBMS, consumer software, hardware/equipment, OS, server application, localization services, prepress and publication management. Serving both Fortune 500 and small companies, ADAPT management and storage. In addition, our service expands to other industries such as has gained a reputation for quality, reliability, technological medical/healthcare, travel, fashion, game, automation and automotive. competence and a commitment to customer service. Fields of specialization include diagnostic and medical [email protected] • www.e4net.net devices, IT/telecom and web content. With offices in Bonn, Germany; Stockholm, Sweden; and Barcelona, Spain, and Tel: 822-3465-8500 • Fax: 822-3465-8502 a number of certified partner companies, ADAPT is well

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localization and multimedia engineers, and on-site record- E-mail: [email protected] ing studios, we offer an unrivaled level of service and rapid Europe London, England, +44-20-3393-8385, turnaround. EQHO also has facilities in Vientiane, Lao PDR E-mail: [email protected] East Or Yehuda, Israel +972-3-5338633, and Brno, Czech Republic. In 2012, EQHO was ranked as a Middle E-mail: [email protected] Top 20 Asia-based LSP by CSA. LEXMAN Translation and Localization South America Posadas - Misiones, Argentina, +54-376-487029, EQHO Communications 152 North Sathorn Road, Bangkok, Languages All European languages Description LEXMAN, E-mail: [email protected], Thailand, 10500, +66 (0)2 637 8060, Fax: +66 (0)2 637 8422, Web: www.net-translators.com See ad on page 59 E-mail: [email protected], Web: www.eqho.com a well-established MLV, has been providing translation See ad on page 35 and localization services since 2007. Since establishment, we have been building a stable position on the European market as a reliable language service provider serving both Fortune 500 and small companies. We provide services in more than 50 languages with a focus on CEE languages. Our powerful management and great IT potential enable us to provide our clients high-quality linguistic services delivered Greek Localization Experts Since 1983 EuroGreek Translations Limited on time and in compliance with the European Standard EN Language Greek Description Founded in 1983, this year Language Greek Description Established in 1986, EuroGreek 15038:2006. LEXMAN is an ISO 9001:2008 certified lan- ORCO celebrates its 30th anniversary! A leading transla- Translations Limited is Europe’s number one Greek localizer, spe- guage service provider and a proud member of ELIA and tion and localization provider, the company specializes in cializing in technical and medical translations from English into GALA. LEXMAN – your partner in the world of languages. software localization and technical translation (IT, telecom- Greek and Greek into English. EuroGreek’s aim is to provide high- LEXMAN Translation and Localization munications, medical, automotive, engineering, marketing, quality, turnkey solutions, encompassing a whole range of client Škultétyho 1, 83103 Bratislava, Slovak Republic, financial, EU). ORCO deals primarily with Greek projects, needs, from plain translation to desktop/web publishing to localiza- 00421-2-45528041, Fax: 00421-2-43330194, E-mail: [email protected], Web: www.lexman.biz although translation from other languages can be taken tion development and testing. Over the years, EuroGreek’s services aboard. With its experienced in-house personnel, ORCO have been extended to cover most subject areas, including German offers high-quality services including localization, testing, and French into Greek localization services. All of EuroGreek’s engineering, DTP and more. Our client list includes long- work is produced in-house by a team of 25 highly qualified special- term collaborations with companies such as Abbott, Canon, ists and is fully guaranteed for quality and on-time delivery. Cummins, Ford, General Electric, Google, IBM, Microsoft, EuroGreek Translations Limited Oracle, Sony and important international institutions such London 27 Lascotts Road, London, N22 8JG United Kingdom as the EU (CdT, DGT, European Parliament) and UNHCR. Athens EuroGreek House, 93 Karagiorga Street, Moravia Athens, 166 75 Greece, 30-210-9605-244, Fax: 30-210-9647-077, Languages All Description Moravia is a leading globalization ORCO S.A. 6, Vas. Sofas Avenue, 106 74 Athens, Greece, E-mail: [email protected], Web: www.eurogreek.com solution provider, enabling companies in the information +30-210-723-6001, Fax: +30-210-7249124, E-mail: [email protected], Web: www.orco.gr See ad on page 23 technology, e-learning, life sciences, consumer electronics and telecommunications industries to enter global markets with high-quality multilingual products. Moravia’s solutions include localization, product testing, multilingual publishing, technical translation, content creation, machine translation and workflow consulting. Adobe®, IBM, Microsoft, Oracle and Toshiba are among some of the leading companies that Honyaku Center – Asian Language Solutions depend on Moravia for accurate, on-time and economi- Pangeanic & PangeaMT cal localization. With global headquarters in Brno, Czech Languages Spanish (all variants) and all Spanish state Languages Japanese, Traditional and Simplified Chinese, Republic, Moravia has local offices in Europe, the United Korean and other Asian languages Description Honyaku official languages, EN/FIG/other EU languages, all other States, Japan, China and Latin America. To learn more, please languages including Asian ones on demand Description Center is Japan’s translation industry leader, with over 25 visit us at www.moravia.com. years of experience providing specialized technical transla- Pangeanic is an independent Spanish LSP with sister offices Moravia in Tokyo and Shanghai working for the global enterprise tion services in the life sciences, patent, industry, finance and USA 810 Lawrence Drive, Suite 210, Newbury Park, CA 91320, legal fields, and in all text types, including automotive, IT, 805-262-0055, Fax: 805-375-8292, market (major accounts in the electronics and computing e-learning, games and websites. From translation to DTP and E-mail: [email protected], Web: www.moravia.com fields) as well as for smaller organizations, MLVs and cross- printing, Honyaku Center has the large scale project man- Europe 420-545-552-222, E-mail: [email protected] national institutions. We offer a wide range of GILT services agement capabilities, specialized resources and expertise to Ireland 353-1-709-9822, E-mail: [email protected] always adhering to stringent quality standard procedures handle all of your translation and localization needs! Asia 86-25-8689-6500, E-mail: [email protected] — EN 15038 and ISO 9001. Pangeanic has an experienced Honyaku Center Inc. Japan 81-3-3354-3320, E-mail: [email protected] team devoted to MTPE (post-editing of machine transla- Japan San Marino Shiodome Bldg. 6F, 2-4-1 Higashi Shinbashi, Argentina 54-341-481-2992, E-mail: [email protected] tion output). PangeaMT, our customized open-source SMT Minato-ku, Tokyo 105-0021, Japan, +81-3-6403-9588, See ad on page 60 technology, enables us to offer domain-specific MT engines E-mail: [email protected], Web: www.honyakuctr.com that are fully tailored to the clients’ needs, helping them be- USA (HC Language Solutions, Inc.) 949 Sherwood Avenue, come more productive cost-effectively and rapidly. Suite 200, Los Altos, CA 94022, +1-650-312-1239, E-mail: [email protected], Web: www.hcls.com Your Vision. Worldwide. Pangeanic Trade Center, Profesor Beltrán Báguena 4, Suite 106, 46009 Valencia, Spain, 34-96-338-5771, Fax: 34-96-338-5772, E-mail: [email protected], [email protected], Web: www.pangeanic.com, www.pangea.com.mt Full-service Translation, Localization and Multilingual Testing Languages Over 60 Description Net-Translators pro- iDISC Information Technologies vides turnkey translation, localization and multilingual Languages Spanish (all variants), Portuguese (all variants), testing services and customized strategy-to-deployment Catalan, Basque, Galician, Valencian, K’iche’, Quechua, localization solutions. For over ten years, it has helped Aymara, Guarani Description iDISC, established in 1987, is technology companies and medical device manufacturers Localization and Globalization Partner an ISO-9001 and EN-15038 certified language and software prepare their products and services for global markets. Languages Korean, Traditional and Simplified Chinese, company based in Barcelona with branches and teams in For software applications (GUI, online help and docu- Japanese and other Asian languages, European languages Argentina, Mexico, Brazil, Bolivia and Guatemala special- mentation), marketing materials, websites and more, Description. Saltlux was founded in 1979 as the first Korean izing in web content, software localization, technical docu- Net-Translators’ customer-focused, professional teams technical translation company. Our services encompass mentation, business, automotive and marketing. We utilize deliver consistent, accurate results in compliance to inter- translation, localization, DTP, MT post-editing, planning and standard and custom developed tools to reduce management national regulations. Their one-of-a-kind Multilingual writing of technical manuals. We have extensive experience costs and increase quality, consistency and on-time deliver- Testing Center is specially equipped and staffed to offer in medical and pharmaceutical products and equipment, IT, ies. Our content management systems software development the ultimate testing environment for localized prod- software, electrical, automotive and technical industry, and team is capable of designing, implementing and streamlining ucts. ISO 9001:2008 and ISO 13485:2003 certifications so on. With 32 years of accumulated know-how, Saltlux will the dissemination of localized information. Flexibility and and a long-standing reputation for quality have earned be your ideal global communication partner. To learn more, continuous support for our clients lead to the best project Net-Translators the trust of industry leaders worldwide. please visit www.saltlux.com. results and honest, long-term partnerships. Net-Translators Saltlux, Inc. 5~7F, Deokil Building, 967 Daechi-dong, iDISC Information Technologies Passeig del Progrés 96, USA Cupertino, CA, 800-320-1020, Gangnam-gu, Seoul 135-848, South Korea, 08640 Olesa de Montserrat, Barcelona, Spain, 34-93-778-73-00, E-mail: [email protected] 822-379-8444, Fax: 822-379-5996, Fax: 34-93-778-35-80, E-mail: [email protected], Web: www.idisc.es USA Marlborough, MA, 617-275-8128, E-mail: [email protected], Web: www.saltlux.com

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recruitment/

Job mAtching TOIN Corporation Languages Japanese, Traditional and Simplified Chinese, Xlated Ltd. Korean, Malay, Thai, Vietnamese and European languages Languages French, Italian, German, Spanish, Portuguese, Description TOIN has achieved a 50-year track record of excel- Russian Description Xlated is a young and dynamic lence by, as our clients say, being consistently “present” to meet localization service provider, founded and managed by their needs. TOIN offers a spectrum of translation, localization translators with 16+ years of specialization in software local- and consulting solutions to Global 1000 companies across a ization. Thanks to a proven knowledge of internationaliza- Anzu Global range of industries including automotive, IT, telecommuni- tion and localization processes, a team of highly skilled and Languages Over forty languages Description We provide cations, life sciences, e-learning, software, gaming, semicon- motivated professionals, and an intelligent use of the most globalization staffing services for localization project man- ductors and consumer products. TOIN provides exceptional recent translation technologies, we offer a wide range of agers, internationalization engineers, bilingual testers and strength in Asia as well as a global reach, with offices in Japan, multilingual services for small to large and complex soft- linguists. With twenty years of localization staffing experi- China, Korea, the United States and the United Kingdom. ware localization projects. Services include terminology ence, we can help our technology clients and candidates find TOIN Corporation management, translation of GUI and user documentation, the right match. Japan Shiba 1-chome Building, 1-12-7 Shiba, Minato-ku, Tokyo linguistic and functional quality assurance, engineering, Anzu Global 132 Great Road, Stow, MA 01775, 105-0014 Japan, 81-3-3455-8764, Fax: 81-3-3455-6514, multiplatform DTP and consulting. 978-897-2990 E-mail: [email protected], Web: www.to-in.co.jp Xlated Ltd. E-mail: [email protected], Web: www.anzuglobal.com North America Dallas, TX, 1-612-986-3108, Riverbank, Kells Business Park, Kells, County Meath, Ireland, See ad on page 23 E-mail: [email protected], Web: www.to-in.com +353-(0)46-925-0005 Europe London, United Kingdom, 44-20-8644-8685, E-mail: [email protected], Web: www.xlated.com E-mail: [email protected], Web: www.to-in.com China Shanghai, P.R. China, 86-21-3222-0012, terminology mAnAgement E-mail: [email protected], Web: www.to-in.com nonprofit orgAnizAtions

Kaleidoscope Ushuaia Solutions Languages German, English Description quickTerm man- ages the entire terminology life cycle. If you would like to see Languages Spanish (all varieties), Portuguese (Brazil) Description Ushuaia Solutions is a fast-growing Latin your SDL MultiTerm terminology used enterprise-wide, Ka- Languages All Description Access to information is a fun- leidoscope has the ideal add-on: quickTerm. With quickTerm, American company providing solutions for translation, damental right. We want to relieve poverty, support health localization and globalization needs. Ushuaia Solutions is individuals do not need to be terminology-savvy power us- care, develop education and promote justice through access ers or have their own MultiTerm license to quickly and easily focused on being creative and proactive to meet tight time to information and knowledge across the languages of the frames with a high level of quality and a cost-effective bud- access terminology. Users can simply search for terminology world. The Rosetta Foundation supports the not-for-profit from within any application or via a web browser. This alone get. Customizing its processes, Ushuaia assures project con- activities of the localization and translation communities. It significantly raises the level of terminology adherence. Ad- sistency and technical and linguistic accuracy, thus reducing works internationally with those who want to provide equal ditionally, quickTerm enables enterprise-wide participation clients’ time-to-market. Ushuaia combines state-of-the-art access to information across languages, independent of in terminology discovery, approval, and revision processes, technology with top-notch experienced native translators, economic or market considerations, including localization which further ties in colleagues in the terminology process. editors and software engineers. Our mission is to work and translation companies, technology developers, not-for- Kaleidoscope GmbH Stojanstr. 26a, 2344 Maria Enzersdorf, Austria, together with our clients, thereby creating a flexible, reliable profit and non-governmental organizations. 0043223643498-0, and open relationship for success. The Rosetta Foundation Unit 13 Classon House, E-mail: [email protected], Web: www.kaleidoscope.at Ushuaia Solutions Rioja 919, S2000AYK Rosario, Argentina, Dundrum Business Park, Dublin 14, Ireland, +353-87-6736414, See ad on page 31 54-341-4493064, Fax: 54-341-4492542, E-mail: [email protected], E-mail: info@ushuaia solutions.com, Web: www.ushuaiasolutions.com Web: www.therosettafoundation.org See ad on page 36 trAnslAtion mAnAgement systems

VistaTEC Languages All Description VistaTEC is a leading provider Translators without Borders of globalization services and specializes in the localization Languages English, French, Spanish, German, Italian, and testing of enterprise, mobile and desktop applications. Portuguese, Dutch, Russian, Arabic, Chinese, Swedish Plunet BusinessManager VistaTEC provides translation, technical consulting, engi- Description Translators without Borders is an independent Multiple Platforms neering and testing, language review, transcreation and registered nonprofit association based in France that assists Description Plunet develops and markets the business and brand integrity services during the design, development and non-governmental organizations (NGOs) by providing free, workflow management software Plunet BusinessManager marketing cycles of clients’ products. professional translations. Founded by Lexcelera in 1993, — one of the world’s leading management solutions VistaTEC Translators without Borders has provided over two million for the translation and localization industry. Plunet Europe VistaTEC House, 700 South Circular Road, Kilmainham, BusinessManager provides a high degree of automation Dublin 8, Ireland, 353-1-416-8000, Fax: 353-1-416-8099 dollars worth of free translations. Thanks to the funds saved, USA East 2706 Loma Street, Silver Spring, MD 20902, NGOs are able to extend their humanitarian work. and flexibility for professional language service providers 301-649-3012, Fax: 301-649-3032 Translators without Borders Passage du Cheval Blanc, and translation departments. Using a web-based platform, USA West 1800 West El Camino Real, Suite 108, 2 rue de la Roquette, 75011 Paris, France, Plunet integrates translation software, financial account- Mountain View, CA 94040, 408-898-2357 Fax: 408-898-2362, 33-1-55-28-88-09, Fax: 33-1-55-28-88-09, ing and quality management systems. Various functions E-mail: [email protected], Web: www.vistatec.com E-mail: [email protected], and extensions of Plunet BusinessManager can be adapted See ad on page 40 Web: www.translatorswithoutborders.com to individual needs within a configurable system. Basic functions include quote, order and invoice management, comprehensive financial reports, flexible job and workflow management as well as deadline, document and customer Participate in discussions about the global language industry relationship management. Plunet GmbH Prenzlauer Allee 214, D-10405 Berlin, Germany, 49-30-322971340, Fax: 49-30-322971359, at www.multilingualblog.com E-mail: [email protected], Web: www.plunet.com See ad on page 27

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language localization, and our accumulated expertise in au- partner and founder, Luciana Lavôr, is a certified localiza- dio translation, we are ready to work together with you, help- tion professional by California State University. Another ing you sustain growth and create and capture new value. partner at the company, Ana Beatriz Fernandes, is an offi- BENEXtra Korea Second Floor, Gukdong Building 1163-7, cial public sworn translator and runs our legal translations Smartling, Inc. Gaepo-Dong, Gangnam-Gu, Seoul 135-960, Korea, department. Languages Over 100 languages Description Smartling pro- 82-2-572-4987, Fax: 82-2-3462-4987, Follow-Up Rua Visconde de Pirajá, 351, Sala 815, Rio de Janeiro, E-mail: [email protected], Web: www.benextra.com RJ 22410-003 Brazil, 55-21-3553-7223, Fax: 55-21-3553-7223, vides an innovative, cloud-based translation management See ad on page 37 platform that lets companies build a consistent, up-to-date, E-mail: [email protected], Web: www.follow-up.com.br global presence across any number of websites, web and mobile applications and languages. By streamlining the entire translation management process, Smartling ensures confi- dence with high-quality translations every time and reduces time-to-value on globalization and localization efforts. Smartling, Inc. 475 Park Avenue South, Floor 23, New York, NY 10016, 1-866-707-6278, Diskusija – Translation and Localization InText Translation Company E-mail: [email protected], Web: www.smartling.com Languages Central and Eastern European languages Languages From major European languages into Russian and Ukrainian InText is one of the leading SLVs See ad on page 28 Description Founded in 1993, Diskusija specializes in Description in Ukraine with ten years of experience and long-term part- technical translation and localization services from West- nerships with the world’s top 100 MLVs. We offer a full range ern European languages into all Central and Eastern Eu- of services including translation, software localization, DTP ropean languages with a strong focus on Baltic languages and voiceover. You can rely on us to help your clients reach (Lithuanian, Latvian, Estonian). Our experienced team is the Russian and CIS markets in industries such as automo- able to handle projects of any complexity. We guarantee a tive, IT, telecommunications, life sciences, computer software professional and personal approach to our clients’ needs, and consumer goods. Our workflow combines tailored TMS, XTM: Better Translation Technology the use of state-of-the-art industrial technology, quality Multiple Platforms state-of-the-art technologies and measurable translation management at all stages of a project, on-time delivery, quality in proven compliance with ISO 9001 and EN 15038 Languages All Unicode languages Description XTM is a competitive rates and flexibility. We have extensive expertise fully featured online CAT tool and translation management standards to ensure your projects are delivered by your dead- in the following industries: IT, software, hardware, telecom- system available as a pay-as-you-go SaaS or for installation line and to your quality expectations. munications, medical equipment, medicine, pharmacology, on your server. Built for collaboration and ease of use, XTM InText Translation Company PO Box 1041, 49006 Dnipropetrovsk, accounting, finance, automotive industry, electronics, legis- provides a complete, secure and scalable translation solution. Ukraine, +380 505 66 70 42 , Fax: +380 562 36 64 08, lation and EU documents. Implementation of XTM Cloud is quick and easy, with no E-mail: [email protected], Web: www.intext.ru Diskusija Mindaugo g. 23A-73, Offce 8, LT-03231 Vilnius, Lithuania, installation, hardware costs or maintenance required. Rap- 370-5-2790574, Fax: 370-5-2790576, idly create new projects from all common file types using the E-mail: [email protected], Web: www.diskusija.lt templates provided and allocate your resources to the auto- mated workflow. XTM enables you to share linguistic assets in real time between translators. Discover XTM today. Sign up for a free 30-day trial at www.xtm-intl.com/trial. XTM International PO Box 2167, Gerrards Cross, Bucks, SL9 8XF Lexika Translation Services United Kingdom, +44-1753-480-469, Fax: +44-1753-480-465, Languages Czech, Slovak and Eastern European Description E-mail: [email protected], Web: www.xtm-intl.com Lexika has been providing translation services since 1993. See ad on page 43 Our clients come from various business areas; however, for Follow-Up Translation Services the past several years we have been focused on the translation Languages English, Brazilian Portuguese Description of legal and financial as well as technical documentation. Our For 24 years, Follow-Up has been one of the best single- major working languages are Czech and Slovak along with language translation companies in Brazil. We’re equipped other CEE languages. Lexika is ISO 9001:2009 certified and with a large network of professional translators and local- utilizes SDL Trados and memoQ server. izers, effectively trained project managers and state-of-the- LEXIKA s.r.o. Záhradnícka 36, 821 08 Bratislava, Slovakia, XTRF Translation Management Systems art technology resources. We’re capable of working locally 421-2-5010-6700, Fax: 421-2-5292-5965, Multiple Platforms and on the cloud. Our areas of expertise include IT, finance, E-mail: [email protected], Web: www.lexikasro.com Description XTRF is a global management system for trans- pharmaceutics, medicine and marketing. Follow-Up’s main See ad on page 34 lation agencies. With built-in cutting-edge Java technology, XTRF is a flexible, customizable and web-based software, enabling web access for a company’s suppliers and custom- ers. It’s designed to help translation companies to streamline all of their daily activities, and it guarantees smooth manage- ment of the company while reducing administrative costs. Project management, invoicing, quotations, ISO 9001 reports and CRM are the main fields covered by the system. Designed by translation and localization professionals and created by the best IT team, this powerful tool will reduce the time spent on repetitive tasks and increase a company’s effectiveness. XTRF ul. Kamie´nskiego 51, 30-644 Kraków, Poland, 48-12-255-14-80, Fax: 48-12-255-14-77, E-mail: [email protected], Web: www.xtrf.eu trAnslAtion services

BENEXtra Korea Languages Chinese, Japanese, Korean Description BENEXtra Korea, one of the top quality localization/translation vendors in Asia, enjoys an excellent reputation and wide recogni- tion among world-class players such as Dell, IBM, Micro- soft, CA, Google, Autodesk, Cisco and the California state government. With our hands-on, practical experience in IT marketing collateral translation, software localization, Asian

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LinguaLinx Language Solutions, Inc. Skrivanek s.r.o. Languages All Description LinguaLinx is a leading provider PTSGI Languages All, with a focus on Central and Eastern Europe Languages English, Traditional and Simplified Chinese, of global content and language intelligence to organizations Description Skrivanek is a world leader in providing a Japanese, Korean, Thai, Malay, Indonesian, Tagalog, Viet- around the world. The content experts at LinguaLinx help wide range of language services, specifically translations namese, Arabic, Farsi, Russian, German, French, Italian, spanning a multitude of languages and the effective local- manage and localize messaging to enhance efficiency and Spanish, Dutch, Czech, Polish, Hungarian, Turkish, Greek, ization of products on international markets. Established provide consistency across all forms of communication. With Norwegian, Danish, Hebrew, Irish, Finnish, Swedish, Lux- in 1994, Skrivanek has managed to dominate the European offices around the world, LinguaLinx provides organizations embourgish, Romanian, Urdu, Ukrainian, Nepali, Latin, translation market, creating a network of 53 branches cov- with localization solutions that fit their needs including: Latvian, Slovak, Slovenian, Bengali, Hindi, Pashto, Tamil, ering 14 countries. Its well-stocked staff of professional translation and interpretation, marketing communications Punjabi, Singhalese, Marathi, Hmong, Khmer, Lao, Burmese, translators, experienced project managers and dedicated soft- and website localization, translation memory deployment, Mongolian, Somali Afrikaans, Armenian Description For ware engineers and DTP specialists has enabled Skrivanek to multilingual SEO, translation readiness assessment and over 45 years, PTSGI remains the largest language ser- provide outstanding quality translation and localization ser- global content management. Unify your global organization vice provider in Taiwan providing multilingual transla- vices in any conceivable language and volume, creating an with a customized content intelligence strategy and ensure tion, website and software localization, interpretation, enviable clientele representing major leading corporations in that your messages resonate across borders with language desktop publishing, technical writing, game software various industries. Skrivanek’s quality of service is backed by intelligence. To learn more, visit lingualinx.com. and online translation into more than 100 languages. EN ISO 9001:2001 certification. LinguaLinx Language Solutions, Inc. The LinguaLinx Building, Our expert teams are skilled in a wide range of software Skrivanek s.r.o. International Project Management Centre, Na 122 Remsen Street, Cohoes, NY 12047, that includes Trados, SDLX, Transit, CATALYST, RC- Dolinách 22,147 00 Prague, Czech Republic, 518-388-9000, Fax: 518-388-0066, WinTrans, Idiom, Across, Multilizer, Passolo, RoboHelp, 420-233-320-560, Fax: 420-241-090-946, E-mail: [email protected], Web: www.lingualinx.com FrameMaker, QuarkXPress, PageMaker, InDesign, Photo- E-mail: [email protected], Web: www.skrivanek.com shop, Adobe Acrobat, CorelDraw, Illustrator, Freehand and Dreamweaver. We view our projects from the customers’ perspective and in turn gain the trust of our clients, steer- ing our commitment to provide not just translation services but complete solutions. PTSGI 6F, #23 Section 6, Min-Chuan East Road, Taipei City 11494, Medical Translations Only Taiwan, 886-2-8791-6688, Fax: 886-2-8791-7884, SpanSource E-mail: [email protected], Web: www.ptsgi.com Languages 45, including all EU languages Description Languages Focus on Spanish and Portuguese, other Medilingua is one of the few medical translation specialists language combinations through partners Description in Europe. We only do medical. We provide all European SpanSource provides translation, localization and re- languages and the major languages of Asia and Africa, as lated services from Western European languages into well as translation-related services to manufacturers of all regional varieties of Spanish as well as other language devices, instruments, in vitro diagnostics and software; combinations through our network of select SLV part- pharmaceutical and biotechnology companies; medical Rheinschrift Übersetzungen, Ursula Steigerwald ners. Our domain focus is on health care and life sci- publishers; national and international medical organiza- Language German to/from major European languages ences, software and IT, heavy machinery and automotive, tions; and other customers in the medical sector. Projects Description Outstanding localization requires world-class legal and financial, oil and gas, corporate training and include the translation of documentation for medical experience. Rheinschrift gives your business a native voice educational materials. Our comprehensive service port- devices, surgical instruments, hospital equipment and in the German-speaking world. We offer more than 20 folio also includes unparalleled desktop publishing and medical software; medical information for patients, medi- years’ experience providing translations and localizations multimedia localization engineering support for e-learning cal students and physicians; scientific articles; press releases; for software and hardware manufacturers as well as for the materials. Our in-house staff of 25 includes project manag- product launches; clinical trial documentation; medical sectors of business, technology, legal matters and medicine/ ers, senior linguists, desktop publishers, software engineers news; and articles from medical journals. medical applications. Our services also range from glossaries, and graphic designers, which prove to be fundamental in MediLingua Medical Translations BV Poortgebouw, post-editing, project management and desktop publishing SpanSource’s centralized, customer-centric approach. Rijnsburgerweg 10, 2333 AA Leiden, The Netherlands, services to many other related services. Rely on Rheinschrift SpanSource SRL Santa Fe 1264, 1ºB, Rosario, S2000ATR Argentina, +31-71-5680862, Fax: +31-71-5234660, to deliver the most competent translations and meet your 54-341-527-5233, Fax: 54-341-527-0035, E-mail: [email protected], Web: www.spansource.com E-mail: [email protected], deadline, whatever it takes. Web: www.medilingua.com See ad on page 23 Rheinschrift Übersetzungen, Ursula Steigerwald Rolshover Strasse 99, D-51105 Cologne, Germany, +49-(0)221-80-19-28-0, Fax: +49-(0)221-80-19-28-50, E-mail: [email protected], Web: www.rheinschrift.de See ad on page 6

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

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trAnslAtion tools

TripleInk Multilingual Communications SDL Language Technologies Languages All major commercial languages Description Windows As a multilingual communications agency, TripleInk has Kilgray Translation Technologies Languages All Description SDL Language Technologies is provided industrial and consumer products companies with Windows the leading provider of translation software to the translation precise translation and multilingual production services for Languages All Description Kilgray Translation Technologies industry and recognized globally as the preferred computer- audio-visual, online and print media since 1991. Our expe- is the world’s fastest growing provider of computer-assisted assisted translation tool of government, enterprise, language rience in adapting technical documentation and marketing translation tools. In 2005 the company launched the first ver- service providers and freelance translators. Its product communication materials covers a wide range of indus- sion of memoQ, an integrated client-server translation envi- portfolio includes the market-leading translation tool, SDL tries, including biomedical and health care; building and ronment designed to facilitate interoperability and teamwork. Trados Studio 2011, which offers a complete translation en- construction; financial services; food and agriculture; high- All of Kilgray’s products — memoQ, the memoQ server, vironment including translation memory, terminology and tech and manufacturing; and hospitality and leisure, as well qTerm and the TM Repository — optimize productivity and powerful project management tools. With support for the as government and nonprofit organizations. Using a total control of the entire translation process and environment. largest number of file formats, an open API and growing app quality management process and state-of-the-art software Rated #1 by Common Sense Advisory among translation- marketplace, Studio 2011 is the right choice for professionals and equipment, our team of foreign language professionals centric TMS systems, and used by thousands of translators, serious about the business of translation. delivers the highest quality translations in a cost-effective and language service providers and enterprises throughout the SDL Language Technologies Globe House, Clivemont Road, time-efficient manner. world, memoQ and other Kilgray tools are accepted and Maidenhead SL6 7DY, United Kingdom, +44-1628-417227, TripleInk 60 South 6th Street, Suite 2800, Minneapolis, MN 55402, appreciated as premiere translation technologies. E-mail: [email protected], Web: www.translationzone.com See ad on page 2 612-342-9800, 800-632-1388, Fax: 612-342-9745, Kilgray Translation Technologies P.O.B. 7, H-1255 Budapest, Hungary, E-mail: [email protected], Web: www.tripleink.com +36-30-383-9435, Fax: +36-1-312-6019, E-mail: [email protected], Web: www.kilgray.com See ad on page 48

SYSTRAN TRSB Inc. Translation Solutions MadCap Lingo Multiple Platforms Language French Canadian Description For over 25 years, Windows Languages 52 language combinations Description SYSTRAN TRSB’s mission has been to provide cost-efficient, reliable Languages Unicode support for all left-to-right languages is the market leading provider of machine translation (MT) language solutions addressing each client’s individual needs. Description The leaders in technical communication bring solutions for the desktop, enterprise and internet. Our solu- As Canada’s leading translation and localization firm, TRSB you MadCap Lingo, an XML-based translation memory tions facilitate multilingual communications in 52+ language offers a complete array of services, including marketing (TM) tool designed to improve translation efficiency, elimi- pairs and in 20 domains. SYSTRAN Enterprise Server 7, our targeted for Quebec, copywriting, interpretation, voiceover/ nate redundancies and reduce project costs. MadCap Lingo latest achievement, is powered by our new hybrid MT engine subtitling, linguistic consulting and auditing, terminology offers an easy-to-use interface, Unicode support for all which combines the predictability and consistency of rule- management and desktop publishing. No job is too big or left-to-right languages, and a rich list of features for assist- based MT with the fluency of the statistical approach. The too complex. Our expert teams of native-speaking trans- ing translators throughout the localization process, includ- self-learning techniques allow users to train the software to any lators are skilled in a wide variety of industries and sub- ing support for the major industry TM systems. MadCap specific domain to achieve cost-effective, publishable quality jects, most notably finance, banking, life sciences, human Lingo also includes tracking and organization capabilities to translations. SYSTRAN solutions are used by Symantec, Cisco, resources, insurance and regulatory materials. Contact us support large, single-source, multichannel publishing pro- Ford and other enterprises to support international business today to find out what we can do for you. jects. Through its strategic partner Microsoft Corporation, operations. For more information, visit www.systransoft.com. TRSB Inc. 276 Saint-Jacques, Montreal, H2Y 1N3 Canada, MadCap delivers solutions optimized for Microsoft 514-844-4682, Fax: 514-844-5983, SYSTRAN Software, Inc. E-mail: [email protected], Web: www.trsb.com Windows, Visual Studio and the .NET environment. Free North America 4445 Eastgate Mall, Suite 310, San Diego, CA 92121, trial downloads are available at www.madcapsoftware.com. 858-457-1900, Fax: 858-457-0648 MadCap Software, Inc. 7777 Fay Avenue, La Jolla, CA 92037, Europe 5 rue Feydeau, 75002 Paris, France,

858-320-0387, 888-623-2271, Fax: 858-320-0338, +33 (0)1-44-82-49-00, Fax: +33 (0)1-44-82-49-01, Follow us: twitter.com/multilingualmag E-mail: [email protected], Web: www.madcapsoftware.com E-mail: [email protected], Web: www.systransoft.com See ad on page 46 See ad on page 32

Advertiser index

Across Systems GmbH 20 Hornet Design 51 Omnia Group 23 ADAPT Localization Services 15 JFA Marketing 23 Plunet GmbH 27 Anzu Global 23 Kaleidoscope GmbH 31 Rheinschrift Übersetzungen 6 BENEXtra Korea 37 Kilgray Translation Technologies 48 Ryszard Jarz˙a Translations 23 Binari Sonori S.r.l. 13 Kokusaika JP, Inc. 19 SDL Language Technologies 2 The CJK Dictionary Institute, Inc. 19 Lexika s.r.o. 34 Smartling, Inc. 28 CnLinguists Limited 19 Localization World, Ltd. 4 STAR Group 10 CONTRAD 55 Lucy Software and Services 18 SYSTRAN Software, Inc. 32 E4NET 52 MadCap Software, Inc. 46 The Unicode Consortium 41 EC Innovations, Inc. 33 MediLingua Medical Translations BV 23 Ushuaia Solutions 36 ELIA 9 Moravia 60 VistaTEC 40 EQHO Communications 35 MultiLingual Computing, Inc. 44 XTM International 43 EuroGreek Translations Limited 23 Net-Translators 59

www.multilingual.com July/August 2013 MultiLingual | 57

51-57 Buyer'sGuide #137.indd 57 6/26/13 3:03 PM 58 Takeaway #137.indd 58 58 W | available soon. some checkingtools,andaversion translated intoEnglishwill be Currently theoriginal version inJapaneseisavailablealong with www.jtf.jp/jp/style_guide/styleguide_top.html asaPDFdocument. for Translators Working into Japanese translation. guide isagoodstart.Thistrueforbothhumanandmachine Well, there isnoeasyway, butadoptingaJapanesewritingstyle correctly evaluateandimprove thequalityofJapanesewriting? other words, isthere anyway foranonnativeJapanesespeakerto how canyoubesure ofthequalitydocuments inJapanese?In regardless ofthenumbercharacters, ifyouknowhowtodoit. of ideographs. Effective,logical,andconcise writing ispossible, education inJapan.ThisisnotbecauseJapanesehasthousands practical writingeducationisweakinalllevelsandareas of over documentspublishedinJapanese.Anotherreason isthat control. Also,non-Japanesecompanieshavenoqualitycontrol quality, andtherefore don’tenforce systematic linguisticquality companies donotconcernthemselvesmuchaboutlanguage equivalent ofthe writing standard forJapaneseisrelatively unstable.There isno incomprehensible theirwebsitesare. Thisispartlybecausethe example. Icannotbelievethatthesebignamesdon’tcare how of crudeJapanesetranslation ofmajorcorporate websites,for but itposesaproblem fortranslators. Also,Iseemanyincidents tributes toenhanceliterary richnessinhaikuandotherliterature, lators willgothrough helltotranslate theirdocuments. stuff, butclearly, theyhavenowritingtraining whatsoever. Trans- documents writtenbyJapaneseengineers. Theymayknowtheir target language.SometimesIamquitetakenabackbytechnical linguistic qualityisoftenpoorbothinJapaneseasthesource and

Takeaway MultiLingual Japan Translation Federation (JTF)haspublished If youare atranslation client who isnotfamiliarwithJapanese, Japanese isarelatively fexiblelanguage.Thisfexibilitycon- Japanese translation haslongsuffered from poorquality— Japanese. often wonderthiswhenIseewebsitestranslated into full ofspellingerrors andbadlywrittensentences?I Would you book your fight with an airline website Would youbookyourfightwith anairlinewebsite Yuji Yamamoto It’s allJapanesetome July/August 2013 Chicago ManualofStyle , availableforfree at in Japanese. Japanese in Japanese.Japanese JTF Style Guide JTF StyleGuide contribution [email protected]. To offeryour own written the Yuji Yamamoto isarepresentativeofCosmosHouse andhasrecently problems andthegrammatical relationship betweenwords can the 100 Japanesecharacters intotwoormore sentences.Icall this sentence. Irecommend dividinganysentencethathasmore than Japanese documentsistolimitthenumberofcharacters ina tion willmakeyourlifealoteasier. hesitate toadoptthem.Butattheendofday, thiscombina- Some peoplethinkofastyleguideandglossaryasrestrictive, and in thecaseofJapanesewhere orthographic rulescanbecomplex. available forfree atwww.aamt.info/english/utx/. quick guidewithdetailedspecifcationandsampleglossaries is format thathelpsyouquicklydevelopaglossaryofyourown. A productivity andreliability of termusages.UTXisasimpleglossary a glossarydataandterminologicaltoolcouldgreatly enhance chooses tolookatit.Amore systematic,automatedapproach by manual, anditisonlycarriedoutwhenatranslator orchecker an Excelglossary, however, theterminologychecking process is still rely onExcelglossaries,ortheydon’thaveoneatall.With is surprisinglyrare asfarmyexperiencegoes.Manycompanies a terminologytoolincludedinSDLTrados. TheuseofMultiTerm used indocuments.You mightknowofMultiTerm, forexample, translation. Aglossaryensures theconsistencyoftechnicalterms grammatically. There anymanyothermethodstocheckJapanesereadability count functionofMicrosoft Word ortexteditor, forexample. if youdon’tknowasingleword inJapanese.You canusetheword ments thatincludelongtechnicaltermsorproduct names. be appropriate. Butthislimitistoosevere formanytechnicaldocu- tence inJapanese,alongsentenceisharder toread. become ambiguous.Sincetheverbcomesatendofasen- A simplebuteffectivewaytoimprove thereadability of A goodstyleguideisnecessaryforaglossary, especially Along withastyleguide,glossarycanimprove thequalityof You cancheckifadocumentfollowsthe Some peopleclaimthataround 50characters persentencewould hyaku-han Practical JapaneseStylebook (halveahundred) rule.Alongsentencehasmany Takeaway onalanguage-industryissue,send a M forwritersofJapanese. [email protected] hyaku-han rule even ruleeven 6/26/13 3:03PM full-service Translation, Localization, & Multilingual Testing in more than 60 languages

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