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December 2009 Language | Technology | Business December 2009 RRegionegion FFocus:ocus: EEuropeurope IImplicationsmplications ooff iincreasingncreasing EEurope’surope’s ttraderade wwithith CChinahina DDevelopingeveloping aaudioudio ddescriptionescription iinn GGreecereece EEuropeanuropean onlineonline marketingmarketing CCleanlean ddataata iimprovesmproves SSMTMT eenginengine rresultsesults FFiveive hhundredundred oopinions:pinions: ttranslatingranslating eeditorialsditorials 0011 CCoverover ##108.indd108.indd 1 111/4/091/4/09 99:03:05:03:05 AAMM THANK YOU FOR 1010 OUTSTANDING YEARS The Language Technology Experts Governments | Enterprises | Language Service Providers www.multicorpora.com 002-032-03 AAdsds 1108.indd08.indd 2 111/4/091/4/09 99:07:20:07:20 AAMM assertio LANGUAGE LINK UK LTD BeatBabel The Art of Localization HLNA Technical Translations B.V The SDL LSP Partners All SDL Language Service Provider Partners demonstrate commitment to optimize the quality and value of the service they deliver through the skilled utilization of SDL Translation Technology, including the newly launched SDL Trados Studio 2009. To choose an SDL LSP Partner please visit: www.lspzone.com/partners 002-032-03 AAdsds 1108.indd08.indd 3 111/4/091/4/09 99:07:32:07:32 AAMM Could this be true? If you have ever thought that Across might be acquired by a language service provider – sorry, you are wrong! Independence is core to our shared business initiatives – and that’s not subject to negotiation. We’ll put our money where our mouth is! Across takes technology independence so seriously that we are offering a money-back guarantee for LSPs: If we merge with or are acquired by a language service provider within 5 years of your license order, we will pay back all license fees you, as an LSP, spend for Across technology through 2009. No questions asked. Your Across licenses will remain your property. Across Systems, Inc. Info-Hotline +1 877 922 7677 [email protected] Across Systems GmbH Info-Hotline +49 7248 925 425 [email protected] www.across.net 004-054-05 MMultiCorp-ContentsultiCorp-Contents ##108.in4108.in4 4 111/4/091/4/09 99:11:28:11:28 AAMM AZ_Across_warrenty_1109_Multilingual.indd 1 04.11.2009 8:55:34 Uhr u ti ingua M l L December 2009l Language | Technology | Business #108 Volume 20 Issue 8 ■ Up Front ■ Feature Articles ■ 6 Post Editing ■ 25 www.multilingual.com ■ Region Focus ■ News 34 Implications of increasing Europe’s trade with China ■ 7 News — Rocío Txabarriaga ■ 14 Calendar 38 Developing audio description in Greece ■ Reviews — Yota Georgakopoulou 15 The Prodigal Tongue 43 European online marketing — Reviewed by Rachel Schaffer — Paul Sawers and Christian Arno 17 Managing Across Cultures ■ Technology Up Front — Reviewed by Ultan Ó Broin 46 Clean data improves SMT engine results ■ Columns and Commentary — Kirti Vashee 20 Off the Map — Tom Edwards ■ Translation 22 World Savvy — John Freivalds 51 Five hundred opinions: 24 The Business Side — Adam Asnes translating editorials 26 Perspectives — Gianni Davico — Kirk Anderson 28 Perspectives — Terena Bell 62 Takeaway — Nataly Kelly ■ 53 Basics ■ Prospectives 30 The future as seen by seven leaders in the localization industry ■ 55 Buyer’s Guide 61 Advertiser Index About the cover One of the world’s most recognizable landmarks, the Eiffel Tower, is mirrored on a multilingual graphic-covered Wall for Peace (le Mur pour la Paix) on the Champ de Mars, Paris, an image that echoes the transitioning cultural diversity of this vibrant European city. www.multilingual.com December 2009 MultiLingual 5 004-054-05 MMultiCorp-ContentsultiCorp-Contents ##108.in5108.in5 5 111/4/091/4/09 99:11:29:11:29 AAMM AZ_Across_warrenty_1109_Multilingual.indd 1 04.11.2009 8:55:34 Uhr Katie Botkin Post Editing European: synonym for hip? MultiLingual #108 Volume 20 Issue 8 December 2009 Editor-in-Chief, Publisher: Donna Parrish Managing Editor: Laurel Wagers Assistant Editor: Katie Botkin Proofreader: Jim Healey We, and by we I mean most of the United States and by extension the rest News: Kendra Gray of the world, have a love affair with Europe. Not so long ago, I witnessed one Illustrator: Doug Jones British kid steal the hearts of several hundred rich southerners over two weeks Production: Sandy Compton, of expensive outdoor fun in Colorado. They were enthralled by his accent, the Darlene Dibble way he wore his shirts, his humor, his sunglasses, how suave he looked on a Cover Photo: Laura Brandon Wmountain bike. Likewise, nearly every college student I ever met planned to gain Webmaster: Aric Spence experience and class by traveling to Europe to intimately examine the antiquated Technical Analyst: Curtis Booker cobblestones after hearty celebration with like-minded individuals. After Data Administrator: Cecilia Spence blowing their money buying sustenance that cost twice as much as back home, Assistant: Shannon Abromeit they returned to describe how much more advanced Europe was, culturally and Circulation: Terri Jadick ideologically, but how annoying to have to pay to use the bathroom. Special Projects: Bernie Nova The readership of this magazine is of course much Advertising Director: Jennifer Del Carlo more astute than that, but Advertising: Kevin Watson, Bonnie Merrell even still, when I overhear Editorial Board passing localization small Jeff Allen, Julieta Coirini, talk of the hippest spots Bill Hall, Aki Ito, Nancy A. Locke, ever, Europe still seems to Ultan Ó Broin, Angelika Zerfaß be the central theme. So Advertising this issue of MultiLingual [email protected] ought to be popular: it’s www.multilingual.com/advertising about Europe. And maybe, 208-263-8178 just maybe, we’ll introduce Subscriptions, back issues, some exciting new European customer service ideas you hadn’t quite [email protected] thought of before. Rocío www.multilingual.com/ Txabarriaga, for instance, In Munich, world travelers leave their mark. subscriptionInformation broaches the subject of Submissions, letters increasing European trade with China and what that means for the language [email protected] industry. Yota Georgakopoulou follows it up with a look at audio description in Editorial guidelines are available at Greece (patterned largely after other European nations). Paul Sawers and Christian www.multilingual.com/editorialWriter Arno fi nish up the focus with an overview of European website iterations. Reprints: [email protected] In keeping with the theme, two Perspectives join regular columns from Tom MultiLingual Computing, Inc. Edwards, John Freivalds and Adam Asnes (on geopolitical correctness, the Baltics, 319 North First Avenue, Suite 2 and user interface, respectively). Gianni Davico gives a personal plea for the Sandpoint, Idaho 83864-1495 USA protection of Piedmontese, a minority language of Italy, and Terena Bell offers anecdotes of European languages in strange places. [email protected] www.multilingual.com In reviews, Ultan Ó Broin critiques global business book Managing Across © MultiLingual Computing, Inc. All rights reserved. Reproduction Cultures, while Rachel Schaffer explores Mark Abley’s The Prodigal Tongue. without permission is prohibited. For reprints and e-prints, please e-mail [email protected] or call 208-263-8178. We’ve also got our second installment of our annual Prospectives. To wrap things MultiLingual (ISSN 1523-0309), December 2009, is published monthly except Jan-Feb, Apr-May, Jul-Aug, Oct-Nov for up into one tidy package, Kirk Anderson expounds on translating opinion pieces, US $58, international $85 per year by MultiLingual Computing, Inc., and Kirti Vashee gives a summary of a study on using translation memory data for 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. Periodicals postage paid at Sandpoint, ID and additional mailing offi ces. machine translation engines. And then Nataly Kelly tops it off with a Takeaway on POSTMASTER: Send address changes to MultiLingual, 319 North crowdsourcing myths. First Avenue, Suite 2, Sandpoint, ID 83864-1495. Speaking of myths, this is where one would insert the joke about Europe’s hipness just being another myth. But I’m hard-pressed to admit this. Because I, MultiLingual is printed on 30% too, feel the allure. ✷ post-consumer recycled paper. 6 | MultiLingual December 2009 [email protected] 0066 PPostost EEditingditing & MMastheadasthead ##108.6108.6 6 111/4/091/4/09 99:13:42:13:42 AAMM Action Week for Global Information Sharing held in Ireland AGIS ‘09 and LRC agriculture and so on was a matter of some train the students, and organizer It used to be that you did big things for discussion. TWB and the newly-launched Jesus Torres Del Rey noted that the News money, and small things for love. With Rosetta Foundation are partnering with program isn’t a professional service, translation crowdsourcing, however, “we developers to build what was jokingly though the more it resembles one, can do big things for love,” said Lori Thicke, labeled a “dating site” for NGOs and volun- the better it is for everyone. best known as the driving force behind teer translators. Other possibilities include TWB’s model of operation is to Translators Without Borders (TWB), during programs such as the one the University provide free translation using a full- an evening session of Action Week for Global of Salamanca in Spain is running to train time project man ager and various Information Sharing (AGIS) ’09. “I think we its student translators while working with volunteer translators who do the need to bring scalability to this whole various NGOs such as the Red Cross. Silvia extra work after, potentially, a day question.” doing paid work for an LSP. Doing big things for love in a scal- They work with organizations able way was the whole focus of AGIS, such as Doctors Without Bor- a free training and brainstorming ders and Médecins du Monde. event held in Limerick, Ireland, on After what organizers deemed September 21-23, and the fi rst of its was a successful conference, the kind. The conference revolved around next AGIS is scheduled for December the themes of information poverty in 2010 in Goa, India.
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