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September 2010 Language | Technology | Business September 2010 Region Focus: North America Doing language business with the US government Translation industry in Cuba Adding personalization to the localization mix No recession for translation Using the Review Index to measure content change 01Cover#114.indd 1 8/12/10 9:09:53 AM 02-03 Ads #114.indd 2 8/12/10 9:10:51 AM 02-03 Ads #114.indd 3 8/12/10 9:10:51 AM Know-how for Global Success Seattle, Washington, October 6-8, 2010 The conference Global Business Best Practices for global business know-how. Want to venture into new international markets? Experienced business people will provide practical insights and advice Fifty informative sessions on global business best practices, to give you confidence on the global playing field. international marketing, new media, content strategies, global websites, localization and translation management. Managing Global Websites Large exhibit hall with service and technology vendors. Need to take your company’s website global? Learn from companies that have outstanding web presences: representa- tives offer their expertise for launching and maintaining your site. Keynote speaker Advanced Localization Management Are you already involved in localization, but would like to learn more? Brian Solis, author of Engage: The Complete Guide for Industry experts provide the latest information on trends, processes, Brands and Businesses to Build, Cultivate, and Measure technologies and influences that shape the world of localization. Success in the New Web, principal of FutureWorks Localization Core Competencies Brian Solis is globally recognized as one of the most prominent thought leaders and published authors in Do you need to localize, but don’t know where to start? new media. A digital analyst, sociologist and futurist, This introductory track provides fundamental principles and arms you Brian has influenced the effects of emerging media with the knowledge to take your first steps. on the convergence of marketing, communications and publishing. He is principal of FutureWorks, a new Inside Track media agency in Silicon Valley, and has led interac- tive and social programs for Fortune 500 companies, Interested in gaining a better understanding of topics that stimulate notable celebrities and Web 2.0 startups. collaboration and community? This new track covers a wide range of subjects to help you develop an informed global perspective. Meet professionals from these companies and many more. Sponsored by See their presentations. Learn from them. Discuss. • Aaron Marcus • Global Voyager • Siemens AG and Associates Enterprises • Sony Computer • Adobe Systems • Google Entertainment America • Byte Level Research • Hewlett-Packard • St. Jude Medical • CaridianBCT • Hilton • Starbucks • Cisco Systems • Intentional Design Inc. • TAUS • Common Sense Advisory • Kinetic Concepts • Tektronix, Inc. • COMSYS Incorporated (KCI) • Twitter • Dyer Stephenson • Microsoft • VeriSign Inc. www.localizationworld.com • Englobe Inc. • PayPal • Warner Bros. • Facebook • Quova • WebCertain • Flatirons Solutions • Roehampton University • The Wessling Group • The Gilbane Group • Saint Louis University • Yahoo! 04-05 Ad-TOC #114.indd 4 8/12/10 9:36:17 AM MultiLinHual Language | Technology | Business September 2010 #114 Volume 21 Issue 6 n Up Front n Feature Articles n 6 www.multilingual.com n Region Focus n 7 Post Editing 33 Doing language business with n News the US government — Nataly Kelly n 8 News 36 Translation industry in Cuba n 15 Calendar — Arturo Quintero n Reviews 39 16 Adding personalization to the African Languages in a Digital Age localization mix — Scott Abel — Reviewed by Ultan Ó Broin Up Front Up 19 Globish n Business — Reviewed by Ultan Ó Broin 45 No recession for translation 21 Through the Language Glass — Afaf Steiert, Matthias Steiert & — Reviewed by Rachel Schaffer Elanna Mariniello n Columns and Commentary n Technology 24 Off the Map — Tom Edwards 48 Using the Review Index 26 World Savvy — John Freivalds to measure content change 28 The Business Side — Adam Asnes — Silvio Picinini 30 Perspectives n — Christian Arno & Paul Sawers 52 Basics 61 Takeaway — Erin Vang n 54 Buyer’s Guide 60 Advertiser Index About the cover This monumental inukshuk stone figure at the summit of Whistler Mountain, BC, Canada, was the symbol for the 2010 Winter Olympics. In the Inuit language, it means “likeness of a person.” These constructions have served as guideposts for native hunters in northern arctic regions. www.multilingual.com September 2010 MultiLingual 55 04-05 Ad-TOC #114.indd 5 8/12/10 9:36:25 AM on the web at www.multilingual.com Resources MultiLinHual #114 Volume 21 Issue 6 September 2010 Are you looking for more detailed information Editor-in-Chief, Publisher: Donna Parrish about products and services? Are you interested Managing Editor: Katie Botkin in more case studies and stories about product Proofreader: Jim Healey implementations and specific localization projects? News: Kendra Gray , Our new white papers section at www.multilingual Production: Doug Jones Darlene Dibble Cover Photo: Doug Jones .com/whitepapers can provide some answers for Webmaster: Aric Spence you. Here you will find information from various Technical Analyst: Curtis Booker technology and service leaders describing their Data Administrator: Cecilia Spence latest findings and offerings. Assistant: Shannon Abromeit This invaluable resource offers useful information Circulation: Terri Jadick from the top suppliers in our industry. There is no charge to download Special Projects: Bernie Nova these resources, so please check them out! Advertising Director: Jennifer Del Carlo Advertising: Kevin Watson, Bonnie Hagan Editorial Board Jeff Allen, Ultan Ó Broin, Arturo Quintero, Jessica Roland, Lori Thicke, Jost Zetzsche Advertising Subscriptions [email protected] www.multilingual.com/advertising Don’t let a whole year of good ideas escape. Subscribe now and 208-263-8178 keep new issues of MultiLingual on your desk. Subscriptions, back issues, customer service The print magazine is mailed nine times [email protected] a year (eight issues plus an annual www.multilingual.com/ resource directory/index) for just US $58, subscriptionInformation international $85 per year, and includes Submissions, letters [email protected] full access to MultiLingual, the digital Editorial guidelines are available at magazine — delivered in a new interactive www.multilingual.com/editorialWriter format. A digital subscription is available Reprints: [email protected] for only $28. MultiLingual Computing, Inc. 319 North First Avenue, Suite 2 Subscribe today online at www.multilingual.com/subscribe and start Sandpoint, Idaho 83864-1495 USA keeping up with one of the fastest-growing industries on the planet. [email protected] www.multilingual.com © MultiLingual Computing, Inc. All rights reserved. Reproduction without permission is prohibited. For reprints and e-prints, please e-mail [email protected] or call 208-263-8178. MultiLingual (ISSN 1523-0309), September 2010, is published Stay in touch monthly except Jan-Feb, Apr-May, Jul-Aug, Oct-Nov for US $58, international $85 per year by MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. Periodicals Keep up to date with all the news, thoughts and trends with postage paid at Sandpoint, ID and additional mailing offices. POSTMASTER: Send address changes to MultiLingual, 319 North MultiLingual. Current news is available at www.multilingual.com/news, First Avenue, Suite 2, Sandpoint, ID 83864-1495. and the free biweekly newsletter, MultiLingual News, delivers this information to your inbox. Want to hear the latest ruminations from our editorial board and staff? Blogos (www.multilingualblog.com) is the place to look. And, newest on the list, you can follow us on Twitter at www.twitter.com/multilingualmag MultiLingual is printed on 30% post-consumer recycled paper. 6 | MultiLingual September 2010 [email protected] 06-07 Masthead & PostEditing #116 6 8/12/10 9:25:59 AM Katie Botkin Post Editing Roaming the wild west Last Saturday evening, after dark, my three brothers, four friends, is some company to roam with. As something of a friends and I walked my parents’ land to my brothers’ summer follow-up to the last column on the United States, Tom Edwards Lcamping spot by a mountain-fed stream. Through the tall, discusses culture and gender. John Freivalds and Adam Asnes billowing grasses that surround our pond, through the marshy both have their varying takes on business in Canada. Christian low spots, up through the close evergreens, Isaiah took the Arno and Paul Sawers offer a perspective on Twitter, and next, lead, carrying a long wooden spear. We shone light into the Nataly Kelly gives an overview on doing business with the darkness past him, straining to see the outline of a great cat. US government. Then comes Arturo Quintero with an article Samuel had run into a cougar a few days before on the on the translation industry in Cuba, and Scott Abel adds US path, alerted almost at the last moment. He had returned to personalization to the localization mix. On the web at www camp with his knife drawn, sweating “like a pig,” as Isaiah so .multilingual.com/114LCDR, there’s an additional article by graciously put it. This time, we lit a fire in the circle of stones, Stephen Crowley, Sanford D. Eigenbrode, Michael O’Rourke and and huddled close, looking over our shoulders. J.D. Wulfhorst on cross-disciplinary collaboration in the United States. In the far reaches of North America, it’s still the wild west. Only a few days before on a hike, after I decided to run back There are also three book reviews, two by Ultan Ó Broin and to the car ahead of my compatriots, a mountain biker stopped one by Rachel Schaffer, a rundown on the recession by Afaf me and told me to be careful; he’d just seen a grizzly on the Steiert, Matthias Steiert and Elanna Mariniello, and a proposal trail. I suspected he had mislabeled a black bear sighting, but for the Review Index by Silvio Picinini. And lastly, Erin Vang’s still waited for my friends to catch up.
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