Industry Focus: Visual Media Video Killed the Radio Star — What About Translation? Dubbing Vs

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Language | Technology | Business October/November 2010

Industry Focus: Visual Media Video killed the radio star — what about translation? Dubbing vs. subtitling Moving toward multimedia content Challenges of internet slang in game localization in China Operations infrastructure for real-time translations Who decides translation quality?

Getting Started Guide: Translation

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Resources MultiLinHual #115 Volume 21 Issue 7 October/November 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 LPSOHPHQWDWLRQVDQGVSHFL¿FORFDOL]DWLRQSURMHFWV" 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 \RX+HUH\RXZLOO¿QGLQIRUPDWLRQIURPYDULRXV Technical Analyst: Curtis Booker technology and service leaders describing their Data Administrator: Cecilia Spence ODWHVW¿QGLQJVDQGRIIHULQJV 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] Don’t let a whole year of good ideas escape. Subscribe now and www.multilingual.com/advertising 208-263-8178 keep new issues of MultiLingual on your desk. Subscriptions, back issues, The print magazine is mailed nine times customer service [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 full access to MultiLingual, the digital [email protected] magazine — delivered in a new interactive Editorial guidelines are available at www.multilingual.com/editorialWriter format. A digital subscription is available Reprints: [email protected] for only $28. MultiLingual Computing, Inc. Subscribe today online at www.multilingual.com/subscribe and start 319 North First Avenue, Suite 2 keeping up with one of the fastest-growing industries on the planet. Sandpoint, Idaho 83864-1495 USA [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. Stay in touch MultiLingual (ISSN 1523-0309), October/November 2010, is published monthly except Jan-Feb, Apr-May, Jul-Aug, Oct-Nov for US $58, international $85 per year by MultiLingual Computing, Inc., Keep up to date with all the news, thoughts and trends with 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. Periodicals postage paid at Sandpoint, ID and additional mailing ofﬁces. MultiLingual. Current news is available at www.multilingual.com/news POSTMASTER: Send address changes to MultiLingual, 319 North First and the free biweekly newsletter, MultiLingual News, delivers this Avenue, Suite 2, Sandpoint, ID 83864-1495. 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.

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QUp Front QFeature Articles Q 4 www.multilingual.com Q Industry Focus Q 6 Post Editing 26 Video killed the radio star — what about translation? QNews — Terena Bell Q 7 News Q 13 Calendar 31 Dubbing vs. subtitling — Francesca Riggio QReviews 33 Multimedia localization for Russia and beyond — Anatoly Murintsev 15 Fluency 36 Moving toward multimedia content Up Front — Reviewed by Jost Zetzsche — Catherine Deschamps-Potter Q Columns and Commentary 40 Challenges of internet slang in game localization in China 18 Off the Map — Kate Edwards — Xiaochun Zhang 20 World Savvy — John Freivalds 22 The Business Side — Adam Asnes Q Translation 24 Perspectives — Jeff Williams 45 Operations infrastructure 62 Takeaway — Ultan Ó Broin for real-time translations — Bob Myers

50 Who decides translation quality? — Wayne Bourland Q53 Basics

Q55 Buyer’s Guide About the cover Mobile device and multimedia items 61 Advertiser Index displayed in the window of a Japanese shop, located in the International District of Seattle, specializing in electronic media for the Asian community.

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04-05 MLC-TOC #115.indd 5 9/22/10 8:47:09 AM Katie Botkin Post Editing

Visualizing the future

Honestly, how often do we consume visual media? The other (see the Friendface episode of The IT Crowd for a British younger you are, the more you’re likely to find it a completely parody on this phenomenon). However, visual media is neither normative part of life; as ubiquitous as car exhaust, grass, more nor less than a tool in the right hands, and it’s a tool we’ve insects or jeans, and exponentially more mundane. Most got to pay attention to, at least until we decide to become Hof my generation and those younger than us carry around reclusive tunnel-dwelling Troglodytes — kudos if you can name video in the palm of our hands, turn to our phones to answer the visual media reference here. everything, have never gotten cable because Hulu is free and In our focus, Terena Bell outlines visual media use in the Netflix is cheap, can’t read past a third-grade level if there’s a flashing ad somewhere, and hoard and exchange ironic translation industry, Francesca Riggio explains the shift towards YouTube and FAIL Blog clips like trading cards of yore. subtitling within it (aided by a sidebar from Anatoly Murintsev), Catherine Deschamps-Potter discusses multimedia trends, and Citing visual media is even how we flirt. There’s nothing Xiaochun Zhang expounds on the visual use of Chinese slang in quite so attractive as a hot guy with a keen sense of humor. video games. In this day and age, “humor” consists chiefly of satirizing pop culture and finding the funniest things on the internet — and Translation also is a running theme in this issue, complete with it’s particularly choice if this is coupled with self-deprecating a Getting Started Guide on the subject, aimed at newcomers timing on just how long craning over a screen together and inserted handily in the magazine (also available for free should last before we make a bold counterculture move and download on our website). For those further versed in the topic, interact with the real world again. there’s Bob Myers’ article on real-time translation and Wayne Bourland’s take on translation quality. Adam Asnes’ column It’s a bizarre turn of events the world has taken if you step also deals with quality, as does Ultan Ó Broin’s Takeaway. Kate back and survey it a bit. Maybe we should, as John Freivalds Edwards writes on cultural costumes, and Jeff Williams gives his does in this issue, protest the overuse of smartphones, for example. I know I do. Particularly when people get together perspective on how people enter the industry. in one room and start texting or surfing like mad on their Visual media is the future of our industry, if only because it is electronic devices, either with the non-present or with each the present tense of the younger crowd. Welcome. :

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06 PostEditing #115.indd 6 9/22/10 8:48:01 AM Vendor Management Seminar: value creation rather than cost reduction

On July 23-24, 2010, Las Vegas assigned the biggest budget

played host to the fourth version of in the company, affirmed News the Vendor Management Seminar that MT and post-editing (VMS) organized by IMTT and Master- will be part of the new Word Services. services offered by larger This edition of VMS welcomed language service providers. vendor managers, owners of small, Gene Schriver (GLOBO) medium-sized and large translation talked about how the companies, CEOs, consultants, VPs, growth of online services customer-service representatives and and telephone interpreting, operations managers, which made expected to double by 2013, interactions highly enriching and will bring plenty of oppor- memorable. Size and program sched- tunities given that vendors ule are unique characteristics of the Renato Beninatto and Arturo Quintero can work from home with VMS that allow participants plenty of at the fourth Vendor Management Seminar. basic equipment. The hot time to meet in an informal environ- topic was disintermediation, ment. The balance between vendor and client It was also interesting to listen to end- and Renato Beninatto (Milengo) and Bob perspectives is another feature of the VMS. buyers such as Ting Zhuang from Enwinsen Donaldson (Text & Form) closed the two- “Big or small, service is about relation- who said that, apart from the importance day seminar with a debate, concluding that ships,” said Marie Flacassier of BeatBabel. of relationships, their supplier-selection the role of vendor managers and project Engaging with people who share a com- criteria include cost and technology, people managers alike is changing and will change pany’s culture and taking time to identify and culture, experience and references as even further, since vendor management is and convince desirable vendors are key well as quality and service. more needed than project management. elements to success. Eve Bodeux of Bodeux Regarding technology, Kirti Vashee of So, what to expect in the near future and International added: “When you’re in ven- Asia Online gave a panorama of what the how do we prepare? Some of the challenges dor management, you’re also in sales.” influence of machine translation (MT) will revealed were an increased pressure to reduce According to Mark Rockford of Mas- be in our industry and assured that MT is costs while optimizing quality and service terWord Services, when you are in need not a threat but an opportunity if compa- without jeopardizing consistency in delivery, of resources for languages of lesser diffu- nies learn how to use it. Information access an increase in mergers, and the possibility of sion, creativity is a requirement and may is essential for long-term prosperity, and a new pricing model, among others. All chal- lead you to resort to religious associations, more content will be translated than ever lenges differ, but as Beninatto puts it, “clients restaurants, social media or whatever it before by 2012. MT will play a crucial role have different needs because they are in dif- takes to find people who are willing to in making this possible. ferent levels of maturity.” Flexibility will be contribute in their communities. Rockford Arturo Quintero of Moravia Worldwide, key in adapting to client requirements and said that if resources don’t fit your needs, who shared that the vendor management providing different levels of service. there is always a chance to coach them so position is so important for his company — Maria Cecilia Maldonado, managing that they can help you. that the vendor management department is director and cofounder of IMTT

Virtual conference events scheduled in September, October and November

ProZ.com, an online community of lan- This year, ProZ.com will host three translation agencies; and November 10, 2010 guage professionals, is hosting a series of separate virtual events — one each for (from 10 a.m. to 8 p.m. GMT), for translation virtual conference events for language pro- freelance translators, translation agencies buyers. Participants may log onto the con- fessionals, including over 50 seminars, videos and translation buyers. “The virtual events ference interface as long as they have up-to- and panel discussions, and around 30 virtual allow busy executives a quick, easy way to date ﬂash, browser and operating systems. booths that attendees may also visit in two network, learn and engage with content In addition to the online events, ProZ pavilions — one for software vendors and from the comfort of their ofﬁces. Addi- .com is hosting a more traditional confer- one for recruitment. This is the second such tionally, as the events are free to attend, ence in Prague, Czech Republic, October 2- event the community has hosted. they will permit individuals in organiza- 3, as a counterpart to the October 13 virtual With over 7,000 attendees, last year’s event tions that normally cannot attend events event. “The virtual format makes it possible was the largest gathering of professional to participate,” noted Drew MacFadyen, for translators, companies and vendors to translators in history, and thus far the pace director of outside sales. come together in numbers that had not of registration for this year’s event exceeds The dates for the virtual conferences are been possible before. Having a real-world that of last year. Advance registration is September 30, 2010 (from 10 a.m. to 10 component, too, means there is something required at www.proz.com/translation3. A p.m. GMT), for freelance translators; October for everyone,” said ProZ.com’s president cap of 10,000 attendees may be instituted. 13, 2010 (from 10 a.m. to 8 p.m. GMT), for Henry Dotterer.

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Business as an incorporated company according to Milengo relocates Tokyo office US law, Plunet Inc., will be run by Stefan Milengo Ltd., a language service provider, XML-INTL changes name Dümig, managing director of Plunet GmbH, has recently relocated its Japan office XML-INTL, a developer of XML author- in the dual role of president and chief to a new location in Shibuya, Tokyo. The ing and translation tools, has changed its executive officer. company considers the area an important name to XTM International. The company Plunet GmbH www.plunet.de business district due to the international has updated its website and rebranded to companies based there. reflect the name change. Locordia launches Milengo Ltd. www.milengo.com XTM International www.xtm-intl.com new multilingual website Locordia Communications, a provider of TransPerfect expands in Germany Global Languages/24 language services, has launched a new web- TransPerfect Translations, Inc., a provider redesigns website site. Part of the redesign was done to allow of language services, has chosen the city Global Languages/24, a localization and the site to be available in 26 languages. of Düsseldorf for its fifth office location in interpreting services provider, has redesigned Locordia Communications www.locordia.com Germany. its website. New features include more intui- TransPerfect Translations, Inc. tive navigation and improved interaction for MultiCorpora acquires Beetext www.transperfect.com blogs and media interaction. MultiCorpora R&D Inc., a provider of Global Languages/24 multilingual asset management solutions, People www.globallanguages24.com has acquired Beetext Inc., a developer of workflow management solutions. All Bee- Recent industry hires Corporate Translations opens text employees will be joining MultiCorpora Q Cogen SA, a provider of translation offices in Japan and Turkey in its new Montreal branch as part of the and multilingual publishing services, has Corporate Translations, Inc., a provider sales, services and software development hired Nancy Hähnel as sales representative of life science translations solutions, has operations. for Germany and Switzerland. opened new offices in Osaka, Japan, and MultiCorpora R&D Inc. www.multicorpora.com Q Moravia Worldwide, a globalization Eskiġehir, Turkey. Beetext Inc. www.beetext.com solution provider, has created the Client Corporate Translations, Inc. Services Group in North America. The group www.corptransinc.com New European locations for Arancho will be led by Darin Goble as director of cli- Arancho, a provider of localization and ent services. Kathie Fry has been appointed Plunet founds American company interpretation services, has opened two director of global marketing, and Diane Plunet GmbH, a provider of business new offices in Europe — Arancho Czech McAveeney is now the managing director, management software for translation ser- Republic in Prague and Arancho Benelux North America. vices and agencies, has founded Plunet Inc. in Brussels. Q Net-Translators Ltd., a provider of with headquarters in New York City. Set up Arancho www.arancho.com translation and localization services, has hired David Guttman as vice president of operations. Q Sajan, Inc., a provider of language translation technology and services, has hired Tim Clayton as chief financial officer. Q Wordflow Translation & Software Local- ization GmbH has hired Aneta Orszewska as its new business development manager. Cogen SA www.cogen.com Moravia Worldwide www.moraviaworldwide.com Net-Translators Ltd. www.net-translators.com Sajan, Inc. www.sajan.com Wordflow Translation & Software Localization GmbH www.wordflow-translation.com Resources Recent Common Sense reports The recent Common Sense Advisory report “The Price of Translation” looks at the price of translation for a wide range of languages and reviews the cost of related services, ranging from engineering to machine translation training. Analysts surveyed 651 language

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service providers and freelancers from 73 Q Sajan, Inc., a language service pro- their needs. countries on the prices for their most popu- vider, has announced financial results for Oban Multilingual www.obanmultilingual.com lar language pairs, yielding responses for 156 the quarter ending June 30, 2010, reporting source-target combinations. The report also revenue of $4.2 million, an increase of 55% Collaborative Translation Platform compares data and practices to what was compared to revenue in the same quarter Lingotek, a developer of collaborative found in its previous reports on pricing. of 2009. translation technology, has upgraded its “How to Recruit Translation Salespeople” Q MadCap Software, Inc., a multichannel Collaborative Translation Platform (CTP) reviews the pros and cons of recruitment content authoring company, has announced software-as-a-service product designed to from within and outside the language ser- that revenues for the second quarter of 2010 manage translation efforts. The CTP com- vices space. It also reviews the benefits and have grown 37% over the second quarter of bines machine translation, real-time com- drawbacks of hiring individuals with a sales 2009, reflecting a 32% growth year-to-date munity translation and management tools. background. over the same period last year. Lingotek www.lingotek.com “The Tech-Savvy LSP” details the underly- Q Lionbridge Technologies, Inc., a pro- ing factors that push language service provider of translation, development and testing viders (LSPs) to adopt new technology, which solutions, has announced financial results for operational challenges LSPs seek to resolve, the quarter ending June 30, 2010, reporting Letters and what business benefits LSPs achieve. revenue of $205.7 million, an increase of “How Buyers Manage Translation Ven- 10% compared to revenue in the first half Living geoculturally dors” provides buy-side organizations with of 2009. I enjoy Kate Edwards’ columns information to navigate current vendor SDL www.sdl.com in MultiLingual magazine and management practices in order to bench- Sajan, Inc. www.sajan.com want to write to applaud her openness mark and situate their activities within the MadCap Software, Inc. regarding her gender orientation. LGBT landscape of localization departments at www.madcapsoftware.com (lesbian, gay, bisexual, transgender) indi- global businesses throughout the world. Lionbridge Technologies, Inc. viduals and translators/linguists have a lot Common Sense Advisory, Inc. www.lionbridge.com in common: We are all frequently invisible www.commonsenseadvisory.com and ignored, and yet we deserve respect Products and Services and recognition. If we were all more open Third edition of Beyond Translation about who and what we are, this could lead to greater acceptance and understanding. viaLanguage, a provider of translation and GlobalMaxer Personally, I’d rather not compromise and localization services, has published the third Oban Multilingual, a provider of search change texts/ideas in order for them to edition of Beyond Translation: Best Practice and online marketing services and technol- better suit a more conservative culture; I Guide for Healthcare, a primer outlining ogy, has created GlobalMaxer, a cultural don’t think it does anyone any favors in helpful tips to improving language access. multivariate testing tool designed to help the long run. The guide includes information addressing clients understand their website visitors and — BJ Epstein, University of East Anglia the latest health care compliance issues, multiple translation best practices, and a section on recent industry and government resources. viaLanguage www.vialanguage.com

Egyptian Arabic Speecon database The European Language Resources Associ- ation (ELRA) has added a new desktop/micro- phone speech corpus to its catalogue. The Egyptian Arabic Speecon database is comprised of the recordings of 550 adult Egyp- tian speakers and 50 child Egyptian speakers who uttered respectively over 290 items and 210 items (read and spontaneous). ELRA/ELDA www.elda.org Financial Industry mid-year results Q SDL, a provider of global information management solutions, has announced that its unaudited interim results for the six months ending 30 June 2010 were in line with expectations. The company reported a net cash position of £55.482m.

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Web Site Management 10.1 has announced the latest version of its feature using audio lines and interpreters Open Text Corporation, a developer of web workflow solution Online Translation Man- provided by the webinar host instead of content management software, has released ager 3.0. Updates include customer inter- automated translation. Web Site Management 10.1. The new version face components available in Dutch and omNovia Technologies www.omnovia.com was designed with several layers of enhance- Portuguese. The new localization interface ments, including multiple-language support enables the addition of other language memoQ updates and social tools. localizations. Kilgray Translation Technologies, a developer Open Text Corporation www.opentext.com LSP.net GmbH www.lsp.net of translation productivity tools, has provided several updates to memoQ. The integrated AppTek ASR for Spanish Linguee adds language pairs translation environment now includes French, AppTek, a developer of human language Linguee GmbH, developer of an online Spanish and Polish interface languages. technology, has made available its auto- translation service, has added three addi- Kilgray Translation Technologies mated speech recognition (ASR) broadcast tional language pairs to its web dictionary: www.kilgray.com engine for Spanish. The ASR is specifically Spanish <> English, French <> English and engineered for the challenging content of Portuguese <> English. New RSS feed translation service unscripted natural language, dialect, slang, Linguee GmbH www.linguee.com YYZ Translations, a language service pro- noise and other aspects of non-broadcast vider, has created a new RSS feed translation environments. ontram technology switch service. The company will provide human AppTek www.apptek.com Andrä AG, a manufacturer of web-based translation for RSS feeds and blogs in 80 translation management software, has languages. Across Language Server v5 SP1 switched its online translation manage- YYZ Translations http://yyztranslations.com Across Systems GmbH, a manufacturer of ment framework ontram from Perl to Java corporate translation management systems, EE. The company feels that the Java plat- Global Authoring has released version 5 SP1 of its Language form optimizes the tools for administration Management System 2010 Server. The service pack (SP1) introduces a and configuration and that the interfaces SDL, a provider of global information series of new functionalities and modes of for integration to external systems have management solutions, has launched Global operation that relate to the areas of project been expanded. Authoring Management System 2010. Fea- management, machine translation, crowd- Andrä AG www.andrae-ag.de tures include AutoSuggest technology and a sourcing and authoring assistance. focus on improving productivity for techni- Across Systems GmbH www.across.net Multilingual webinar platform cal communicators. omNovia Technologies, a web conference SDL www.sdl.com Online Translation Manager 3.0 service company, has introduced a mul- LSP.net GmbH, a provider of business tilingual web-conferencing platform. The Hycus-cms 1.0.0 solutions and quality management tools, technology consists of a multichannel room Hycus, an India-based startup, has developed Hycus-cms 1.0.0, an open-source content management and publishing system. The system publishes content in eight Indian languages. Hycus www.hycus.com

Okapi Framework release 8 The Okapi Framework, a set of interface specifications, format definitions, components and applications, provides a cross- platform environment to build interoperable tools for the different steps of the translation and localization process. In addition to new filters and utilities, release 8 of the framework includes a new tool for quality verification called CheckMate. Okapi Framework Project http://okapi.opentag.com

TransPerfect TransImage TransPerfect Translations, Inc., a provider of language services, has created a new iPhone application for translation called TransPerfect TransImage. The new application provides real-time machine translation via the device’s camera for users who come

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the Enterprise Edition of its platform. The portal company; and Clay Tablet Technolo- newest edition includes a content localiza- gies, a provider of integration software, tion feature with management and config- have collaborated to create a translation uration-mapping tools to keep translated and localization solution. The new offering pages synchronized across a website. combines quality optimization, workflow DotNetNuke Corp. www.dotnetnuke.com management and automated machine- translation with human translation and MadCap Lingo 4 editing skills. MadCap Software, Inc., a multichannel Milengo Ltd. www.milengo.com content authoring company, has released acrolinx GmbH www.acrolinx.com MadCap Lingo 4. Features include a new Asia Online Pte Ltd www.asiaonline.net utility for easier translation alignment and Clay Tablet Technologies www.clay-tablet.com a redesigned translation editor. MadCap Software, Inc. LSA contracted by HealthTrust www.madcapsoftware.com Language Services Associates, Inc. (LSA), a provider of language and cultural solu- XTM Cloud tions, has been awarded a contract by XTM International, a developer of XML HealthTrust Purchasing Group to offer across text they would like to instantly authoring and translation tools, has cre- interpretation and translation services to understand. ated XTM Cloud, an online software-as-a- its membership nationwide. TransPerfect Translations, Inc. service computer-assisted translation tool Language Services Associates, Inc. www.transperfect.com set, combining translation workflow with www.lsaweb.com translation memory, terminology man- Source Code Clinic agement and a fully featured translator LTC and Infoman AG participate Kokusaika JP, Inc., a software and web workbench. in EUREKA Eurostars Program internationalization company, has intro- XTM International www.xtm-intl.com LTC, a provider of language technology duced a new service called Source Code solutions, has partnered with Infoman Clinic. The service uses the company’s Clients and Partners AG, a consulting and solutions provider software internationalization tool World for industrial learning, to participate in Wide Navi to analyze the source code of Industry solution collaboration the international research project Mul- software applications. Milengo Ltd., a language service pro- tiPlatform (Multilinguality Platform for Kokusaika JP, Inc. www.kokusaika.jp vider; acrolinx GmbH, a producer of quality Industrial Collaboration) of the EUREKA assurance tools for technical information; Eurostars Program. The aim of the project Navajo language software Asia Online Pte Ltd, an international web is to improve company-wide collaboration Rosetta Stone, a provider of technology-based language learning solutions, has released a Navajo-language version of its software. The Rosetta Stone Endangered Language Program works with native groups Plunet BusinessManager to customize software for exclusive use in % " %# language revitalization. "(" Rosetta Stone www.rosettastone.com # " Wordfast Anywhere for iPad !& '" Wordfast LLC, a provider of translation " memory software, has created an applica- # tion to support translation on the iPad in $ Score for your business success too! the Wordfast Anywhere environment. Wordfast LLC www.wordfast.com

EuroLingo expands language support EuroLingo, a language service provider, has expanded its service offerings to include all Plunet Americas Region Want to know more? European languages. In the past the company 1 888 758638 1 (toll-free) supported only Eastern European languages. [email protected] www.plunet.net EuroLingo www.euro-lingo.com # $ Plunet Worldwide +49 (0)30 3229713 40 DotNetNuke Enterprise Edition [email protected] www.plunet.de DotNetNuke Corp., a web content management platform company, has introduced

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irrespective of language and to enable ad- its network of language experts and localiza- Foreign Translations hoc translations. tion solutions. receives GSA contract renewal LTC www.ltcinnovates.com viaLanguage www.vialanguage.com Foreign Translations, Inc., a translation HANSA viaLanguage services firm, has been awarded a five- Moravia and Kilgray partner www.hansavialanguage.com year contract renewal for translation and Moravia Worldwide, a provider of glo- interpreting services with the General balization solutions, and Kilgray Translation Asia Online and Across agreement Services Administration (GSA), an agency Technologies, a developer of translation Asia Online Pte Ltd, an international established to streamline the administra- productivity tools, have announced a part- web portal company, and Across Systems tive work of the federal government of the nership to further develop the TM Reposi- GmbH, a developer of corporate translation United States. tory, Kilgray’s latest language technology management systems, have entered into a Foreign Translations, Inc. implementing the concept of translation partner agreement to provide translation www.foreigntranslations.com memory (TM) management. Moravia will solutions that enable both language service be the first adopter of the TM Repository providers and global enterprises to fully technology, will join the TM Repository integrate human and machine translation Product Development Steering Committee into organizations’ existing enterprise soft- and will participate in beta testing. ware solutions. Moravia Worldwide Asia Online Pte Ltd www.asiaonline.net www.moraviaworldwide.com Across Systems GmbH www.across.net Kilgray Translation Technologies www.kilgray.com Lingotek partners with adaQuest Lingotek, a developer of collaborative Awards and Certifications Sajan and PROMT collaborate translation technology, and adaQuest, Inc., Sajan, Inc., a language translation tech- a provider of project portfolio management Standard certifications nology and services provider, and PROMT, and localization services, have partnered to Q GLTaC, Inc. (Global Language Transla- a provider of automated translation solu- extend machine translation solutions and tions and Consulting), a provider of technical tions, have partnered to provide a combined real-time community translations to ada- translation, voice-over and cultural training technology solution incorporating machine Quest customers. services, has achieved ISO 9001:2008 qual- translation and post-editing methods. Lingotek www.lingotek.com ity management system certification. Sajan, Inc. www.sajan.com AdaQuest, Inc. www.adaquest.com Q Moravia Worldwide, a globalization PROMT www.promt.com solution provider, has been awarded the ForeignExchange adds latest CSN ISO 9001:2009 registration for HANSA viaLanguage launched Docu-Proof to its toolbox its life sciences practice. viaLanguage, a provider of translation and ForeignExchange Translations, Inc., a pro- Q RS_Globalization Services GmbH & localization services, and R K SWAMY HANSA, vider of specialized language services to medi- Co. KG, a provider of software and website a marketing communications and services cal device, pharmaceutical and biotechnology localization, testing and engineering ser- group, have entered into a sales and market- companies, has implemented the use of the vices, has passed EN 15038 certification. ing arrangement creating a new entity called document comparison software Docu-Proof Q Echo International, a global consulting, HANSA viaLanguage. Per the agreement, in its project processes. translation and localization solutions pro- HANSA viaLanguage will provide the market- ForeignExchange Translations, Inc. vider, has been certified for ISO 9001:2008. ing and customer relationship management www.fxtrans.com Q ForeignExchange Translations, Inc., a support, while viaLanguage will provide the provider of specialized language services project management support and access to SDL teams with Leximation, to medical device, pharmaceutical and bio- chosen by Vital Images and LIT technology companies, has been awarded SDL, a provider of global information ISO 13485:2003 certification. management solutions, and Leximation, an Q Scribers International Pte Ltd., a pro- online publishing solutions provider, have vider of copywriting, voice-over, interpre- combined Trisoft and DITA-FMx to create a tation and translation service, has attained

NXT bridge between SDL technology and Adobe ISO 9001:2008 accreditation. Transit – just what FrameMaker for technical authors. GLTaC, Inc. (Global Language Translations you need, when you SDL has entered an agreement to localize and Consulting) www.gltac.com need it! Vital Images’ global content. Vital Images Moravia Worldwide is a provider of advanced visualization and www.moraviaworldwide.com analysis software for physicians and health RS_Globalization Services GmbH & Co. KG care specialists. www.rs-globalization.com Lloyd International Translations (LIT), a Echo International www.echointernational.com provider of technical translation and soft- ForeignExchange Translations, Inc. ware localization services, has selected the www.fxtrans.com

STAR Group Webshop Group STAR shop.star-group.net SDL MultiTerm Server. Scribers International Pte Ltd. SDL www.sdl.com www.scribers.com.sg

12 | MultiLingual October/November 2010 [email protected]

08-14 News#115.indd 12 9/22/10 8:52:53 AM October Technology Services World October 18-20, 2010, in Las Vegas, Nevada USA. Calendar ELIA Networking Days Dublin Technology Services Industry Association October 11-12, 2010, in Dublin, Ireland. www.technologyservicesworld.com ELIA (European Language Industry Association) www.networking-days.org 34th Internationalization & Unicode Conference (IUC34) Building Quality, Building Customers October 18-20, 2010, in Santa Clara, California USA. October 11-14, 2010, in Budapest, Hungary. Object Management Group, www.unicodeconference.org/ml LISA, www.lisa.org/lisa-forum-europe.1426.0.html Certiﬁed Localisation Professional Level One Localization Readiness October 20-December 4, 2010, in Pune, India. October 12, 2010, online. The Institute of Localisation Professionals The Localization Institute, www.localizationinstitute.com/ www.tilponline.org/clp_level_1 index.cfm?seminar_cat_id=5#session2 Stamping Android’s Passport Translation³ Virtual Conference Series October 21, 2010, in Mountain View, California USA. October 13, 2010, online. The International Multilingual Computing User Group ProZ.com, www.proz.com/translation3/translation-agencies http://events.imug.org/calendar/13725278/?from=list&offset=0 Shifting Paradigms: How Translation Voice in Retranslation Transforms the Humanities October 21-22, 2010, in Oslo, Norway. October 14-16, 2010, in Urbana, Illinois USA. University of Oslo, www.hf.uio.no/ilos/forskning/aktuelt/ University of Illinois at Urbana-Champaign, Université Diderot arrangementer/konferanser-seminarer/2010/voice www.conferences.uiuc.edu/conferences/ conferenceviewer2/view.cfm?conf=20034 8th National Conference and International Forum on Interpreting VII TREMÉDICA Professional October 22-23, 2010, in Chengdu, China. and Scientiﬁc Training Sessions Sichuan University, Translators Association of China October 15-16, 2010, in Buenos Aires, Argentina. www.tac-online.org.cn/en/tran/2010-05/18/content_3517306.htm TREMÉDICA, www.tremedica.org/jornadas- conferencias/BuenosAires2010.html Introduction to Simultaneous Interpretation — Portuguese <> English/Spanish Computational Linguistics — Applications October 24-26, 2010, in Monterey, California USA. October 18-20, 2010, in Wisla, Poland. Monterey Institute of International Studies Polish Information Processing Society, www.imcsit.org/pg/289/231 www.miis.edu/academics/programs/translationinterpretationshort

www.multilingual.com October/November 2010 MultiLingual | 13

08-14 News#115.indd 13 9/22/10 8:52:55 AM Calendar

Planning and Scheduling Voice in Film Translation October 26, 2010, online. November 11-12, 2010, in Oslo, Norway. The Localization Institute, www.localizationinstitute.com/ University of Oslo, www.hf.uio.no/ilos/forskning/aktuelt/ index.cfm?seminar_cat_id=5#session3 arrangementer/konferanser-seminarer/2010/voice

W3C Workshop: The Multilingual Web — Where Are We? AMWA 2010 Annual Conference October 26-27, 2010, in Madrid, Spain. November 11-13, 2010, in Milwaukee, Wisconsin USA. W3C - MultilingualWeb project American Medical Writers Association www.w3.org/International/multilingualweb/madrid/cfp www.amwa.org/default.asp?id=433

51st ATA Conference DITA Europe 2010 Conference October 27-30, 2010, in Denver, Colorado USA. November 15-16, 2010, in Vienna, Austria. American Translators Association, www.atanet.org/conf/2010 Center for Information-Development Management www.infomanagementcenter.com/DITAeurope/2010/index.htm 6th International Postgraduate Conference in Translation and Interpreting META-FORUM 2010 October 29-31, 2010, in Manchester, UK. November 17-18, 2010, in Brussels, Belgium. University of Edinburgh, Dublin City University, Heriot-Watt Univer- META-NET, www.meta-net.eu/events/meta-forum-2010 sity, University of Manchester, http://ipciti.web.its.manchester.ac.uk Providing a Local User AMTA 2010 Experience Through Marketization October 31-November 5, 2010, in Denver, Colorado USA. November 18, 2010, in San Jose, California USA. Association for Machine Translation in the Americas The International Multilingual Computing User Group http://amta2010.amtaweb.org http://events.imug.org/calendar/13672885/?from=list&offset=0 November Translating and the Computer 32 November 18-19, 2010, in London, UK. Translation and Interpretation in a Multilingual Context Aslib — The Association for Information Management November 1-3, 2010, in Bangkok, Thailand. www.aslib.com/training/conferences/tc_2010.htm Chalermprakiat Centre of Translation and Interpretation www.ictithailand.com 2010 Annual Convention and World Languages Expo November 19-21, 2010, in Boston, Massachusetts USA. tcworld conference 2010 — tekom American Council on the Teaching of Foreign Languages November 3-5, 2010, in Wiesbaden, Germany. www.actﬂ.org/i4a/pages/index.cfm?pageid=5116 tekom, http://www.tekom.de/tagung/tagung.jsp Lessons Learned EM+/CNGL Workshop — Bringing MT to the User November 23, 2010, online. November 4, 2010, in Denver, Colorado. The Localization Institute, www.localizationinstitute.com/ EuroMatrix+ Project, Centre for Next Generation Localisation index.cfm?seminar_cat_id#session5 http://web.me.com/emcnglworkshop/JEC2010 ISDA 2010 AUSIT Synergise! Conference November 29-December 1, 2010, Cairo, Egypt. November 5-6, 2010, in Fremantle, Australia. Intelligent Systems Design and Applications Australian Institute of Interpreters and Translators http://cig.iet.unipi.it/isda2010 www.ausitconference.org Gilbane Conference Boston FIT Sixth Asian Translators’ Forum November 30-December 2, 2010, in Boston, Massachusetts USA. November 6-8, 2010, in Macao, China. Lighthouse Seminars, LLC, http://gilbaneboston.com Federation of Translators and Interpreters of Macau, University of Macau www.umac.mo/fsh/de/atf 2nd Jordan International Conference on Translation November 30-December 2, 2010, in Amman, Jordan. Financial Project Management Jordanian Translators’ Association, Petra University, November 9, 2010, online. The Ministry of Culture, www.jicot.net The Localization Institute, www.localizationinstitute.com/ index.cfm?seminar_cat_id=5#session4 December Translation³ Virtual Conference Series AGIS ‘10 November 10, 2010, online. December 1-7, 2010, in Delhi, India. ProZ.com, www.proz.com/translation3/ CDAC, GIST Research Labs, LRC, CNGL, TILP, TDIL globalization-translation-consumers www.agis10.org

14 | MultiLingual October/November 2010 [email protected]

08-14 News#115.indd 14 9/22/10 8:52:55 AM 15

Reviews , a 10/6/10 10:45:15 AM pane. The Source Text Source tab, and various and various tab, MultiLingual Target Text Target pane with their correct pane with their correct and a pane displays only individual seg- pane displays Target Preview Target The interface differs from that of most from The interface differs The lower part of the main window is occu- The lower part of the main window is export projects — the developers have focused focused have — the developers export projects for now on what they feel the individual urgently. needs most translator upper half of the main The larger other tools. a into separated window is developers have consciously tried to stay away consciously have developers now tools the grid view that most other from individual source have you — where provide the right on segments on the left and target context in of — to allow for a higher degree While the texts. and target both the source Text Target they become visible once translated ments, in the formatting, if applicable to the ﬁle format, text ﬂow and context. and in the natural Target Preview Target Translation Memory Matches Translation pane, which consists of a host of tabs, including of tabs, of a host pane, which consists tabs from which the user has access to both internal which the user tabs from tab, the tab, Resource Resources

earned a Ph.D. in the field of Chinese history and Glossary for the translation and localization industry. Jost for the translation and localization industry. translator, a consultant in the field of localization translator, And it's this dictionary support that acts as a first true dif- dictionary support that acts as a first And it's this and translation, and a writer on technical solutions linguistics from the University of Hamburg in 1996. Jost Zetzsche is an ATA-accredited English>German English>German Jost Zetzsche is an ATA-accredited Online dictionaries and thesauri as well as configurable online resources. as well as configurable dictionaries and thesauri the by downloads, large and makes for enormously ferentiator and, according Transoft from licensed The dictionaries are way. an ongoing internal undergone have to Fluency's developers, In the language combination that I checked quality assurance. only of huge. And while they are (EN > DE), the dictionaries are — and of plausible deal a great they provide nature, a general at your — possibilities that it can't hurt to have implausible See, for a little more. creativity your if only to spur fingertips, the pied by the pied by System Requirements: Operating system: Microsoft Windows XP, Microsoft Windows Vista, Microsoft Windows 7 or later operating system. Microsoft .NET: Microsoft .NET 2.0 Service Pack 2 Browser required: Internet Explorer 6.0 or later, requires internet access. Processor required: 1 GHz Processor; 2 GHz or faster recommended; Fluency has been optimized for multicore processors. Hard disk: 4.5 GB — all languages; 1.7 GB — region languages; 600MB — single language. Memory required: 1 GB RAM; 2 GB RAM recommended. Display required: 1024 X 768 or greater. Fluency and one language dictionary starts at $249. Company: Western Standard Translation, www.westernstandard.com Fluency Zetzsche Reviewed by Jost developing at a fast pace A young tool

Fluency is most aptly named. I've been most aptly named. I've Fluency is But let's ﬁrst put things into context. The last few releases from from context. The last few releases into put things But let's ﬁrst to pattern as well; in fact, it adheres Fluency has adopted this primarily clear that Fluency is it is stage of development, At this watching the development of transla- watching the development often called tools, tion environment computer- narrowly somewhat more for a number of tools, aided translation not an ex- and I think it's now, years young very that this to say aggeration at a faster pace than developing tool is looked at in the past.any other tool I've about ago I wrote Only a few weeks much and already Fluency elsewhere, obsolete — partly be- is of what I wrote to of changes made in response cause the many was after And this my review. changes made to the tool in preparation for that review. www.multilingual.com October/November 2010

other contenders in this market have been marked by a greater a greater been marked by market have in this other contenders Most tools components. third-party integrating openness toward and a good number with Google Translate, an integration have applications. PDF conversion now come with third-party of tools with integration once-ubiquitous time, these tools' At the same since it welcome news is on the decline. This is Word Microsoft their own limita- ﬁnally understand that tool developers shows outside their applications highly specialized in developing tions of of experience, on the one hand, and the limitations own realm on the other. Word than virtually any other tool. It has it to a much higher degree such as for processes tools of third-party variety a great integrated vast graphics, of (OCR), transcription recognition optical character (out of PDF PDF conversion resources, dictionary and thesaurus coupled with is All this and into PDF), and machine translation. of online resources. access to a wide variety easy and customizable in place already are features While certain a tool for the translator. to — such as a feature organizations for agencies and other larger F 15-17 Reviews #115.indd 15 Reviews

Fluency Translation Suite 2010 Ukrainian and Vietnamese. You can translate other languages as well, but you don't get the data with them. When you purchase and download the tool, you can choose to download one language dictionary, or actually two since English is always supported, a certain region of languages, or all languages — with corresponding different prices for the different packages. Translation memory (TM) and glossary data is organized in large common databases that can be filtered according to free-form attributes to exclude any non- relevant data. TM data can be imported from the formats you would expect, including TMX, TTX, bilingual Trados files and SDLX TMs. It's possible to paste text from any file Current Segment 3 into the Source Text pane, translate it and Illustration 1: Fluency's main interface, suggesting possible terms for love. export it as an RTF file, but that should not be necessary too often because the example, the suggestions for love in Illus- open-source thesauri, which are, as shown supported file formats include a fairly tration 1. If you do decide to use one of in Illustration 2, surprisingly up to date. Of wide variety of formats — Excel, Word these terms, transferring it is just a matter course, including linguistic data also means and PowerPoint in all versions, RTF, text, of highlighting and pressing a key com- that there is a limit to the languages that HTML, XML, FrameMaker, Trados TagEdi- bination. For specialized dictionaries, you are supported. Presently, there are mono- tor and InDesign in .inx format — and have to use your own termbases, which lingual and bilingual resources between also some surprising ones, including you can import in text formats or TBX or English and Bulgarian, Chinese, Czech, Cro- Microsoft Publisher files and, as previously add during the translation. For the terms atian, Danish, Dutch, Farsi, Finnish, French, mentioned, PDF. While Microsoft Pub- displayed in the Glossary tab, your per- German, Greek, Hebrew, Hindi, Hungar- lisher does not have the best reputation sonal terminology is always preferred over ian, Indonesian, Italian, Japanese, Korean, as a “serious" desktop publishing tool, any generic dictionary data. Mongolian, Norwegian, Polish, Portuguese, Fluency's position as the only tool on the Other integrated linguistic resources Pashto, Romanian, Russian, Slovak, Span- market that supports Publisher files makes include language-specific dictionaries and ish, Swahili, Swedish, Thai, Turkish, Urdu, this an interesting feature. For PDF conversion, Fluency uses the third-party plugin TX Text Control for conversion into a Word-based document. As with any PDF conversion, the result is far from perfect, but it's usable for simple PDF files. And what's helpful is that it enables and encourages resulting Word document editing before it's imported into the translation interface. While the Target Preview pane displays text for all the file formats that are supported, it only shows a WYSIWYG view for some formats. For formats such as PowerPoint and HTML, only a text-based view is shown in this pane, but once you import these file formats, new View but- tons are activated on the toolbar that give you access to a handsome side-by-side source-and-target WYSIWYG preview. Note, however, that the PowerPoint side-by-side view did not work on my computer with PowerPoint 2010 installed. The translation is always performed on a per-file basis, but unlike earlier versions of Fluency, it is now possible to create project files that can contain an unlimited

16 | MultiLingual October/November 2010 [email protected] Reviews

Illustration 2: Dictionary matches.

number of files, so any setup and import Some other tools that translators will process has to be done only once. For appreciate are the time tracker at the bot- translation purposes you will then have to tom of the main screen and the Project switch from file to file within the project. Price Calculator (Illustration 3) that helps I already mentioned some of the more you determine a price for a project. surprising utilities that are included with Other remarkable features include Track this tool. One is the OCR engine using the Term, a feature that warns translators every open-source Tesseract, which was origi- time they do not translate a term a certain nally developed at Hewlett-Packard, that way; a real-time spell-checker (with the converts .bmp and .jpg images. Presently Hunspell spelling engine); and the panes English, Spanish, French, Italian, Ger- that give immediate access to internet man, Dutch, Portuguese and Vietnamese resources. are supported. The results are decent As I was testing this latest version of Flu- and become better when further edited ency (version 1.2.5.282), it wasn't unusual Illustration 3: Fluency's in an interface that allows for that. It is to see a dialog box pop up with the Firefox- Project Price Calculator. this same interface that also allows you inspired or Google-inspired text “Oops, looks intrigued by the concept of having many to transcribe any image file that can't be like an error occurred," but unlike earlier helpful and hands-on tools and resources OCRed or any sound file. The sound file versions of the program, it never actually integrated into your translation environ- is loaded into the left-hand side of the crashed. I was able to process virtually every- ment tool, and if you translate into or out screen with all necessary controls; the thing I tried. of any of the supported languages, this right-hand side consists of a text editor As I mentioned earlier, in its current might be an attractive tool, particularly in which you can enter the transcription, state this is not the tool for you if you if you do not mind helping the develop- which then can be sent to the main inter- have to manage large projects with a mul- ment team iron out some of the “oopses" face to be translated. This is really quite titude of translators. However, if you are a you will encounter. Know this: If you ask clever and definitely unique. single translator or a smallish outfit and are them, they will respond! M

THE WORLD IS YOUR ØSTERS*

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*Oyster in Norwegian. See, we’ve got you translating already.

www.multilingual.com October/November 2010 MultiLingual | 17

15-17 Reviews #115.indd 17 9/22/10 8:54:11 AM 18-19 Edwards#115.indd 18 18 | W folk cultures. Some costumesare instantlyrecognizable to are likelyasmany distinctfolkcostumesasthere are distinct variety offolkcostumesacross theglobeisstaggering,asthere — political,religious, economicandsoon.Atthispoint,the ers havegonethrough radical changesbased onmanyfactors styles inaspecificlocalehavebarely changed atall,whileoth- groups ofpeople.Throughout thecenturies,someclothing to howsymbolicflagsandbanners were adoptedbycertain identify oneanotherandshowaffiliationloyalty, similar Folk costumeswere alsoaclearwayfordifferent cultures to resources forproducing clothes,creating colordyesandsoon. the localpreference ofthepeople butalsothelocallyavailable as Halloween.Thesimilarclothingusuallyreflected notjust tural clothinganddress, notto alight-heartedpurposesuch style ofcostume,withtheword to certaingeographic areas often adoptedacommonformor Column MultiLingual sensitivity around itsuseormisuse. a specificculture, thenthere isgreater potential ciple thatwhencontentismore representative of with theutmostcare, followingthegeneral prin- management ofcultural clothingmustbehandled any obviousaspectofaculture, thetreatment and primary methodtoestablishthecontext.Yet like bly turntocultural andnationalcostumesasthe must berepresented, contentdesigners inevita- certain peoplegroup, historicalperiodorculture tural affiliation.Forawidevarietyofmedia,if one canemploytoexpress ageographic orcul- of culture isactuallythemostovertsymbology wear anationalflag.Indeed,thewearable aspect think it’s simplyhowcreatively aperson might World Cupfootballcompetition,somemight tural identity. Given theeventsofrecent the mostobviousoutward expression ofacul- culture, Ioftengetaskedabout whatmightbe Since thebeginningofhumanhistory, peoplegroups local When itcomestothevisualrepresentation of Off theMap coe/oebr21 [email protected] October/November 2010 Wearable culture costume

referring tothecul- Microsoft asageographerand its seniorgeopoliticalstrategist. and contentstrategy. Previously, Kate spent over 13yearsat Englobe, aSeattle-basedconsultancy forgeoculturalintelligence Kate Edwards isageographerandtheprincipalconsultantof Kate Edwards Masai warriors. Bedouin raiders,Japanesemaiden, top left):Scottishbagpiper, with iconiccostuming(clockwise, Easily identiﬁableculturalgroups 9/22/10 8:55:44 AM Column

many people because they are so dis- historical period and so on. Religion diligence with research be performed for tinct to a specific group or they’ve been also remains a major influence on the the correct locale and time period using so widely represented in various forms function and appearance of folk cos- qualified resources in order to maintain of media — for example, the tartan kilt tumes, as a specific religion’s tenets will authenticity. Even more important is to for Scotland, the red robes of the Masai dictate things such as the amount of consult with representatives of the culture warriors of southeast Africa or the silk skin that may be shown, the colors that and seek their input on your usage of their kimono worn in Japan. are or aren’t appropriate, or the differ- culture’s clothing. This can often yield In modern times, with the imposition ences in traditional attire between men far greater insights and better ideas than of national boundaries to define distinct and women. It may go without saying independent research. countries, many traditional folk costumes but it’s worth pointing out that by their Q Avoid mimicry: If creating costumes became associated with a specific country very nature, national and folk costumes for fictional characters, whether they exist in addition to, or sometimes rather than, are implicitly considered acceptable by in a real-world geography or in a fantasy the original cultural group. Sometimes the the cultures in which they originated. realm, work hard to ensure that their limits of the country and the presence of The normal potential sensitivity of such look does not closely mimic any exist- the folk group were coincidental, but the clothing doesn’t apply in most cases, ing folk costume. This can be a daunting reality is that many folk costumes initially but there are always exceptions, as the task considering the variety of costumes had nothing to do with the country iden- following examples illustrate. worldwide, but it is achievable. Depending tity. In some regions such as Africa the For Germany, several national cos- on which culture is leveraged and what costumes even today reflect the people tumes existed in the country’s past, role the fictional character plays, mimick- groups and not really a specific national most of which have no sensitivity and ing a real costume too closely can have identity. And in some cases, a national are still worn as a symbol of German the potential for making an unintentional costume may not currently exist, either culture and cultural pride. However, statement about the certain cultural because it has faded into history or it sim- during World War II, German national- group that provided the inspiration. ply never really existed. Choosing a single ity was symbolized in the uniform of Q Avoid borrowing: In addition to folk costume for the United States would the Nazi German military. During that mimicking the overall look and feel of be a challenge. Many people often select time, it was a symbol of national pride a specific culture, also be very cautious a cowboy outfit, but that’s certainly not for many in Germany; however, the about borrowing any distinct elements representative of the entire country’s heri- Nazi uniform is now a highly negative from a culture’s folk dress, such as borrow- tage. This emphasizes the point that larger symbol, and thus wearing it is a major ing the headwear from one cultural cos- present-day countries may contain many cultural faux pas, unless intended for a tume, the shoes from another, the symbol diverse cultural costumes based on their specific reenactment of the period for a from another and so on. Individual items history and geocultural diversity; thus, movie or other media. of folk clothing are often still recognizable several distinct costumes are required to Another potential cultural issue with regardless of how they are reused in other be representative of that single country. national costumes is cross-cultural content, such as wooden shoes from The Aside from the fact that folk costumes acceptance, with an iconic costume Netherlands. are associated with a specific cultural from one culture appearing in content Visually representing a culture can be group, country or region, there is little for another culture. In the case of an intriguing and rewarding project, but else that the great diversity of national Korea, which saw its citizens oppressed it truly ranks high in terms of potential dress has in common, specifically in and dominated by Japan at times in sensitivity. Thus, I’ll reiterate that while terms of style, design, materials and fab- history and particularly during World it shouldn’t be avoided, it should be rication techniques. However, the various War II, the appearance of Japanese folk approached with respect. Simply ensure forms of national costume do share costumes can be culturally sensitive that you handle such content with some commonality in terms of their or even offensive. For example, when great care. M intended purposes. Many societies main- Microsoft released the PC game Age of tain distinct sets of folk costume that Empires II (1999) in Korea, the packag- are intended for different contexts, and ing box art proved to be a problem. what many people know as the typical Korean retailers and consumers were costume may actually be only one outfit not pleased to see a Japanese samurai

intended for a specific function. For adorning the box — clearly identified by NXT most people, everyday traditional cloth- his distinctive Japanese samurai armor Transit – just what ing is less colorful and ornate, which — because the imagery evokes a strong you need, when you reflects cheaper costs and more func- negative historical memory. need it! tionality. However, this isn’t always the In the event that you might require case, as some cultures maintain different the representation of national costumes standards of everyday clothing versus or folk clothing in content, it’s important formal or more ceremonial clothing. to consider the following guidelines: Many factors affect the roles of Q Accuracy: If you intend to represent national costumes, such as the physi- an actual national/folk costume, its use cal climate of the locale, an individual’s in content must be done with the utmost STAR Group Webshop Group STAR shop.star-group.net gender, vocation and social class, the respect and accuracy. It’s critical that due

www.multilingual.com October/November 2010 MultiLingual | 19

18-19 Edwards #115.indd 19 9/22/10 8:55:44 AM 20-21 Freivalds#115.indd 20 20 I | smartphones cando. ter toyou. in touchanduptodatewiththepeoplethingsthatmat- phones allowreal-time communicationsothat youcanstay manufacturers ofthesmartphones, however, statethatthe ine whatthisnewtechnologydoestothehumanbrain. The as anynumberofrecent articles,havecomeouttoreexam- selling books, Overload Group (www.iogforum.org). Andtwonewbest- before thepopularmediadidinsettingupInformation States. Buthigh-techcompanieshaverecognized thedangers as hookedontheuseofsmartphoneshere intheUnited and Latvia,alldifferent butatthesametimenotanywhere superﬁcial learning.”Sowrites NicholasCarrinhisnewbook motes cursory reading, hurriedanddistracted thinkingand — tweetsbefore thekeynotespeaker! screen priorto thekeynotes.”Sothat’s thestateofworld who’ve joinedthelist.Theirmessages“willshowupon begin receiving tweetsfrom speakers andotherattendees to theCRMTwitter Listpagetosignupand automatically ing aconference andinvitedpeoplewhotweet toheadover

Column MultiLingual The manufacturers are nottheonlyonespromoting what So farthisyearIhavebeeninPanama, CostaRica,Canada salary by28%.” those whodon’t.Accordingly, Iamcuttingyour phones atworkare 28%lessproductive than research report thatsaidpeoplewhousesmart- esting,” hesays,andthenadds,“Ijustread a manager showingoffitsfeatures. “Very inter- Android smartphone.Hisbossnotestheproject comes intotheofﬁceandshowsoffhisnew A youngproject managerintheUSmidwest “When wegoonlineenter anenvironment thatpro- Imagine thisnot-too-far-fetchedscenario. World Savvy Hamlet’s BlackBerry coe/oebr21 [email protected] October/November 2010 making us stupid? Are smartphones CRM magazine,forexample,washav- and

The Shallows , aswell firm JFAandthemarketingrepresentative forhisnativecountry, Latvia. John Freivaldsismanagingdirector ofthemarketingcommunications Bonsai Blast,afunandaddictive timekillerthatwillkeepyou vanced Task Killer, whichcanmakeyourphonerunfaster, and mate Droid XSurvivalKit:“Thelistincludesgems likeAd- Consider thisphrase from PCMag.com, describingtheUlti- and peoplelearnedthingswithoutthisinfluxofinformation. Romans managewithoutsmartphones?Businessesflourished, empires were builtmillenniaago withoutthem.Howdidthe without theirBlackBerry, iPhone orwhathaveyou,but port whytheirfirmdidnotwinthatbigcontract. a staffmeeting,andbemoaningforalltohearinsomeair- had justbecomesomeone’s 700th friendonFacebookduring doing whileeatingdinneratarestaurant, learningthatthey restaurant wasusingGPS,seeinghowtheWorld Cupwas Starbucks concoction,figuringoutwhere theclosestItalian smartphones andtextingtheirfriendsthattheyjusthada refreshing togetawayfrom peopleconstantlyusingtheir apps), butthisfigure isexpectedtorise40%soon. “hyper-connected” (sevendifferent digitaldeviceswithnine catching up.In2008,just16%oftheworldwasconsidered sales are notasfastoutsidetheUnitedStates,worldis fastest-growing segmentofthecellphonemarket.Although about 45.5millionsmartphones,andpurchases madeupthe called Simon.IntheUnitedStates,asofJuly2010, there were ity. IBMintroduced thefirst smartphonein1992,andit was offering advancedcapabilities,oftenwithPC-likefunctional- the internettobeUS$900million. nual losstotheUSeconomydueofproductivity on info mania one instrumentleadingtothisslowbrain death,nowtermed The Shallows:WhattheInternetIsDoingtoOurBrains Today youhearpeoplesaytheyjustcouldn’t get along I mustadmitthatwiththeserecent overseas tripsitwas First, let’s definewhatasmartphoneis.Itismobilephone , isthesmartphone.Basexfigures theoverall an- John Freivalds . And 9/22/10 8:56:29 AM Column

entertained when you’re not talking or the chips that power many of these every business needs to find. texting.” One humorist has said that his smartphones, thought about the prob- Writer William James once contrasted wife charges him a dollar every time lem long and hard. Total prohibition the “sustained attention of the genius” he repeats some useless trivia that he of anything never works, so what Intel with the “commonplace mind” that hears on the internet. came up with was quiet days and quiet flits from place to place. As Hamlet’s But new communications technolo- rooms in its buildings. Salespeople were BlackBerry points out, geniuses are gies always bring disruptions to the given more slack, as their job was to rare, but by collectively consuming the status quo, and it takes a while for stay in contact with customers, but for same flood of information, we’re ensur- people to really learn how to use the everyone else there were limits. Amtrak ing that all of us have fewer ingenious technology and not be seduced by it. passenger trains and some airlines movements and bring less creativity to In 1455 an entrepreneur by the name afford quiet space, as do theaters, mu- whatever work we do. of Johann Gutenberg invented the seums and some restaurants. And don’t I went to Panama in early 2010 and printing press and the whole world forget that home can serve as a zone of stayed with my friend Alvaro Pittí, changed prompting a letter written in inner simplicity or peace. whose heroic efforts got me out of jail 1471 by Niccolò Perotti, who concluded Really, smartphones are just part of and the clutches of Manuel Noriega the printing press caused a mess: “Now the problem. Alcatel-Lucent in North years ago. Alvaro was just an employee that anyone is free to print whatever Carolina shuts off all outside use of its of a little grocery 40 years ago, and they wish, they often disregard that computers so that people can focus, now he owns several stores, gas sta- which is best and instead write, merely and if you need to use the net for some tions and truck repair shops, and many for the sake of entertainment, what special project, you have to get permis- ranches and cattle. He has a cell phone, would best be forgotten, or, better still sion and even then, Google search is which his wife has at the store, but he be erased from all books.” limited to some very special features. never answers it himself. He is happy We should also remember that if we The author of Hamlet’s BlackBerry and wealthy, as disconnected as you are reading off a smartphone screen, frequently refers to American naturalist can be, and sharp as a pin. A smart- it is history and public. I worked in the Henry David Thoreau and his Walden phone, even if I could explain it to him, commodity trading business and paid Pond as a needed place of reflection would make him stupid. M close attention to how really valuable information came to me: in a phone call, a personal visit over dinner or a handwritten letter. In my experience it never came in a form where it had been offered electronically. (IILFLHQF\ Search and e-mailing technologies have become fashionable electronic 2XWZLWKWKHROGLQZLWKWKHQHZ6RXQGSURFHVVHVDQGVPDUW addictions just like filter cigarettes WHFKQRORJ\DUHDWWKHKHDUWRIDQ\WUXO\HIàFLHQWORFDOL]DWLRQHIIRUW 6XERSWLPDOSURFHVVHVPHDQZHOO\RXQHYHUJHWWRRSWLPXP parked in elegant holders used to be in SHUIRUPDQFH8VHRXU3URFHVV2SWLPL]DWLRQ3UDFWLFHWRDGGUHVV their heyday. But worse, they have become \RXUODQJXDJHWHFKQRORJ\FKDOOHQJHV%HLQJVPDUWDERXW a real threat to productivity in compa- HIàFLHQF\LVDOZD\VWKHVPDUWRSWLRQ nies. Employees who use smartphones extensively have a harder time focus- PRUDYLDZRUOGZLGHFRPHIêFLHQF\ ing and finishing a project on time or allowing time to figure out innova- tions. This has been diagnosed as “continuous partial attention.” The damage that the smartphone is doing is docu- mented in another new book, Hamlet’s BlackBerry. The author, William Powers, puts it this way: We’re all busier. It’s a lot of work managing the e-mails, texts, voicemails, pokes, tweets, links, tags, posts, photos, videos, searches, downloads, uploads, files, filters, tags, usernames, passwords and so on. “The more connected we are, the more we depend on the world outside ourselves to tell us how to think and live. . . . We don’t turn inward as often or as easily as we used to.” So, how can a company fight these PRUDYLDZRUOGZLGHFRP$0(5,&$6(8523($6,$ potential addictions? Intel, which makes

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20-21 Freivalds #115.indd 21 9/22/10 8:56:30 AM 22-23 Asnes#115.indd 22 22 G | technology affectsbusinessesexpanding theirworldwidereach. tionalization software.Heenjoys investigatinghow globalization Adam Asnes isCEOofLingoport,developersGlobalyzer interna- barrier toenteringthelocalizationindustryisreally notso vendors, clientsandcommunitiesinfar-ﬂung cultures. Yet the

Column MultiLingual Our industrythrivesinthis,connectingproducts, messages, and adaptation. of fulﬁllingnewmarketvistas erating changeinthespeed remarkable exampleaccel- ers andworkers are a join markets,custom- tion technologiesthat The riseofcommunica- broader opportunities. rise tonewandhopefully in onearea, onlytogive ing pricingandeconomies ﬂattener, ultimatelydestroy- ogy isthatitservesasagreat triangle. Atruismoftechnol- perspective tothisparticular short run,butthere isadynamic way ithastobe.Fairenoughinthe agers willtellyouthisproject triangleisthe Good, fast,cheap—pickanytwo.Project man- The BusinessSide coe/oebr21 [email protected] October/November 2010 Shrinking thetriangle

fast

cheap

about companyforecasts, theinvestors’ expression “thetrend isyour deeply ingeneralized economictrajectories whengettingspecific profits onlessto flat revenues. Whileyouneverwanttobelieve too companies havedonewelltominimize expensesandmaximize can stickoutasapretty large budgetitematatimewhentech product distributionrelease schedule. Infact,internationalization future revenues, rather thanmaintaininglocalizationonanexisting internationalization requires afresh andsignificantinvestmentin and you’re inbusiness.Noexpensivemachineryorlarge capi- tough. You needabitofexpertise,contacts,somesalessavvy good harbinger ofthemoodtechindustry. That’s because talization needed.Butatsomepoint,you’re goingto need somethingtohelpyoushrinkthedistances separating good,fastandcheap. firm concentrates on,isactuallyapretty good side, how’s budgets?Itseemsourindustry So how’s business?Ifyou’re ontheclient hasn’t seenthebruntofrevenue dev- Internationalization, which is what my Internationalization,whichiswhatmy astation thatmanyothers haveinthe — evenhire newemployees. current economicslowdown.Andas development, marketing,and—gasp some measure ofthat,recent vendor andbuyersurveysfrom Com- ings, spendmore onresources and mon SenseAdvisoryhaveprovided business ownertoexpandoffer- more thananecdotalsupportfor in turnfeedsmyconfidenceasa relative industrystrength and clients. Onapersonal level,this seem tobemore optimisticthan confidence —evenifvendors Adam Asnes 9/22/10 8:57:30 AM Column

friend” comes to mind. This means the onus and then go one step further, integrat- But there’s more to this equation. has never been stronger on emphasizing the ing processes and services together for With these trends for global markets business case for internationalization and an outcome that reduces the size of the gaining purchasing power, there is ultimately succeeding in new markets, while triangle. Note that I’m not just referring also ample opportunity for the flow of also finding new ways to bring together to trading logos on websites, which is technology to go the other way. All that best-of-breed technology and people to partnering in name only. market diversity, along with develop- make the work cost less with more predict- Exports from Germany to China are up ing labor shakes things up. One would ability. It’s a great story, but the pressure by almost 60% this year. No other seg- hope that the opportunities make up remains to tighten that triangle. Interna- ment of German foreign trade is grow- for the commercial pricing stress that tionalization and localization must compete ing so quickly. It follows that this kind could accompany expansion, but there with any number of other potential revenue of economic relationship ties nations, will be winners and losers. Additionally, opportunities, strategic initiatives and cost politics and workforces just as much as we can expect new opportunities from pressures. goods and services. We are seeing the untraditional channels. For example, I don’t want to imply that there isn’t a triangle getting smaller in action. we currently have a new client that great deal of truth behind the triangle, Though China rightfully gets lots of is essentially a financial group that but we are especially pressed to tighten press, there are other places with excit- purchased Chinese technology and is the space between those choices. When- ing growing trends. In fact, the fastest remarketing it elsewhere. In this case, ever I hear someone saying that and it’s forecasted economic GDP growth rate they are not considering entering the US usually when someone is trying to sell for 2010 is actually from Qatar (16.4% market just yet, but starting in locales me something, I’m always looking for a according to EconomyWatch.com). 2010 such as India where competition is not way out. How do we continuously find to 2020 has been predicted to be the so dense. So, they are buying good tech- ways to produce better things, faster and African decade, with rapid growth fore- nology for less money, to sell to new for a lower cost? That’s what technology, cast for many nations on that continent. markets with lower barriers to entry. I’d combined with improved people pro- How will this affect our triangle and our call that a creative way to tighten the cesses and greater access to knowledge, industry? Probably quite nicely! triangle. M has to offer. Particularly in the localization industry, at some point, it’s challenging to get around human processes that don’t scale so well, so we are back to good, quick, cheap — pick any two. We still all chip away at this, finding ways to move code or words along faster, better and more cheaply. This is a basic principle of technical advancement, but in the press of daily work, we often don’t give ourselves the time to map out these three competing attributes at once. When we talk with our managers and clients, are we given the latitude, time and budget to change processes and technologies even in the face of compet- HIGHER ing budget demands? In many cases, the methods of tighten- STANDARDS ing the triangle may not even reside within your firm or your vendor’s firm. In FOCUS ON CEE LANGUAGES fact, it may be healthier to look beyond ON MARKET SINCE 1995 any all-in-one offering. For instance, my ISO 9001:2008, DIN EN 15038 firm has been partnering with many vendors right from its inception. We focus on [email protected] providing internationalization tools and development services, a software development endeavor. Software development is a highly different skill set than managing words for localization, so a natural partnership opportunity arises. We also just began a partnership with a company with a product that supports internation- alized documentation writing. That’s a natural fit that only benefits customers. www.aspena.com So, it makes sense to partner companies,

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22-23 Asnes #115.indd 23 9/22/10 8:57:31 AM 24-25 Williams#115.indd 24 24 | industry. in Portland, Oregon,isan11-year veteraninthelocalization Jeff Williams, thedirectorofmarketingandsalesforPTIGlobal communicate, theyprobably won’tendupin thelocalization have anafﬁnityfordifferent cultures andpeoplehowthey world atlarge and,ofcourse, aloveoflanguage.Ifpeopledon’t and someonewhohasawanderlustcuriosityaboutthe T

Column MultiLingual We concludedthatittakesacombinationof ahigh-techgeek why peopleare attracted tothisindustry. the late1990s.Thisledtofurtherdiscussionabout the dot.comstartupsbackingo-godaysof Francisco Bayarea, shehadworkedformanyof background intechnology. Comingfrom theSan things global.Inmycolleague’s case,itwasher years, andthisfurtherfueledmyaffinityforall I wasfortunateenoughtoliveinParis formany ten years older, has vivid memories.Asanadult, much andalwaysenviedmysister, who,being with theUSArmy. Iwastooyoungtoremember a youngchildwhenmyfatherwasstationedthere Geographic archaeology. Whoamong usdoesn’tlove In mycase,Ialwayshadaninterest inhistoryand of ushadendedupinthelocalizationbusiness. league, andthequestioncameupabouthoweach The otherdayIwastalkingwithanindustrycol- Perspectives coe/oebr21 [email protected] October/November 2010 ? IhadlivedinGermanyandFrance as Backing intolocalization National and aspeoplebecomemore aware oflocalizationasa University, to nameafew. Astheseprograms gainrecognition of CaliforniaatChico,University ofTexas atAustinandSt.Louis such asthedegree programs atKent StateUniversity, University programs are under wayandinsomecasesfullyestablished, of thosepopulatingtheworkforce. To besure, manyexcellent holders ofanactuallocalizationdegree willbeinthemajority in localizationare nowavailable,itwillbesometimebefore the localization sector. with theirinterest intheworldatlarge andendedupinthe have takentheseeducationalbackgrounds andcombinedthem tion totechnology, management,marketingandsales.People educational backgrounds: from language,literature andeduca- survey showspeopleinlocalizationhavingawiderange of ground gravitate towards thelocalizationfield.Aninformal for them.Itseemsthatpeoplewithaninternationalback- with their educational backgr (QA), marketingandsales.Inmanycasesthishasnothingtodo working inengineering,project management,qualityassurance tion companyintheworldthatdoesnothavemultilingualstaff experience youwouldbehard-pressed tofindasinglelocaliza- in localization,andtheydon’tjustworkastranslators. From my field. Quiteobviously, youfindpeoplefrom allovertheworld hotbed oflocalization,alongwith Boulder, Colorado, andthe graced withover adozenlocalizationcompanies,makingus to havemore than one.MyhometownofPortland, Oregon, is has alocalizationcompany. Somecitiesare evenluckyenough national group, it’s asure-fire betyou’llfindthemifyourcity by workinginthefield.Ifyou’re lookingtowork withaninter- that internationalflavorandinfluencepresent intheirdailylives whom it’s apassion. it asacareer path.Untilthen,wewillneedto rely onthosefor industry, wewillseemore andmore studentsactuallypursuing While degrees inlanguagehaveexistedforever anddegrees Those whohavelivedabroad foranylength of timemaykeep ounds, Jeff Williams but isnaturally agreat fit bona fide 9/22/10 8:58:19 AM

Column

state of Utah, to name a few in the as a second language is something dif- So, I started applying and was picked United States. ferent). I got into the localization field up by a staffing agency that placed me I was intrigued by the subject and starting as a Japanese QA tester ten with my initial localization contract began to network with colleagues, years ago. It was a position my friend had with a chip manufacturer in its toy soliciting comments on what led them to and he was leaving, so he recommended laboratories. That’s when things started localization. The responses were often very me for the job. I needed a job because I clicking into place. I saw the use for my personal, as they related the life experi- was just moving to the area. After I got German and English language abilities ences and incidents that culminated in the position, I never left because I did and soon started to develop a passion their involvement in localization. not have the chance to look for another for the localization industry, much like R.D. — localization management: My job that pays more. I have always had one would have to develop a passion parents sent me on a tour of Europe a family to support, and to start over in for caviar or sushi in my mind. Since my with my aunt when I was just 16. That another career would be a challenge. early entry into the localization world changed me. I believe that eye-opening Another frequent story I came across, as a German tester, I’ve moved through trip was the antecedent of my future especially here in the United States, project management, translation and fascination with other cultures and though it’s certainly a worldwide occur- engineering positions and am currently languages. I had seen Paris, and I rence, is one of the young student who in operations management. My dreams wasn’t going to return to the farm. So, arrives in the country to pursue his or her were once to make tools that would it seemed natural that I wouldn’t hitch education and discovers that language be useful for many people around the my life to a native-born American either skills are marketable and using them pays world, and now I am part of an industry and, indeed, did marry someone who more than flipping burgers. As is the case that makes fantastic tools, products was born abroad and whose career was with many, this colleague also met and and services useful to the world. And, of teaching German language and litera- fell in love with his future wife while he course, I met my beautiful wife. ture. One day an attorney friend asked was abroad. I think it’s safe to say that the world of him to translate a letter into English. He F.P. — localization operations: I never localization is full of endless such stories couldn’t have been less interested, but I quite understood the use of languages and people, and one of the true rewards, stared at that letter every day as it lay up until my mid-twenties. After earn- among many, is the privilege of working untouched on the table, and I thought, ing my degree in business in Germany, with many distinct cultures and person- “I could do that.” It was the first thing I I moved to the United States to start alities on a daily basis. From the wonder- ever translated, and it started me down school and earn a degree in computer ful smells of Vietnamese food emanating the path of translator of French and science. In my mind the combination from the kitchen at work to that special German to English, which continued was perfect, and my ambitions were bottle of wine brought back from France through the publication of five books, to slip into the software development by your French office mate, every day is the management of a German transla- world. I came to the United States with full of exotic opportunity and exploration. tion program for a publishing house, no job and obviously needed an income. And that’s why we do what we do. M and finally to my career in localization management. Another common thread seems to be Belgium Bulgaria those who fall into localization through Czech Republic chance because they are a native speaker Estonia Germany of another language or have lived abroad Desktop publishing Hungary Latvia for some time. This is very common in Lithuania China our industry. Let’s call it localization by with an eye for detail Slovenia Russia luck. This is a story that is heard over and Slovakia Poland over again, and it leads me to believe USA that this may be how the majority of us enter localization. Think about the first time you ever heard the word localiza- Individual needs call for individual solutions. tion and had not a clue what it meant. I We customize our approach to meet your would venture to guess that most of us multilingual desktop publishing requirements had the same response: “What’s that?” in a cost effective way. It’s most definitely a term that all of us . Typesetting in 100+ character and alphabet have explained more than once to poten- based languages . Multilingual team of technical and linguistic tial clients, family and friends. specialists A.K. — localization QA tester: I don’t We deliver languages. Worldwide. . Technological expertise in all applications really have an interesting story to tell for both PC and MAC . Experience with complex layouts, graphics you. Localization is something that I got and drawings into by chance. I did not specifically look +1 212 858 75611 for a job in this field. I had no special [email protected] education focusing on localization or www.skrivanek.comm special language education (well, English

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24-25 Williams #115.indd 25 9/22/10 8:58:20 AM Video killed the radio star — what about translation?

Industry Focus Terena Bell

If video killed the radio star, there’s no tell- (LSPs) listed under “Production Services,” “Post-Production Ser- ing what it will do to translation. Of course, I’m vices,” “Special Thanks,” “Visual Effects,” “Miscellaneous” and “Costume & Wardrobe” (your guess is as good as mine here). The referring to the Buggles’ smash hit “Video Killed unfortunate thing, though, is that most LSPs that subtitle as a Ithe Radio Star” and the first video to play on specialization aren’t listed on the site. Instead, listings include MTV. Since August 1, 1981, this British punk LSPs that “minor” in film, so to speak, and a large number of song has been covered by Radiohead, the Vio- businesses based in India. Apparently, the way mainstream moviegoers access film credits is not how most movie-localizing lent Femmes, Presidents of the United States, companies get out their name. and even Alvin and the Chipmunks. And when This divide between how our industry publicizes itself and the Chipmunks get with it, no matter what “it” how the common person accesses information extends far is, you know it’s gone mainstream. Face it, folks: beyond IMDb. Whether we’re ready to admit it or not, as an industry, we’ve constructed a tower for ourselves with a gigan- video is taking over. According to YouTube, tic moat around it. I don’t think we meant to. This construction site-goers watch two billion videos a day and progressively arose from both LSPs and freelancers logically upload hundreds of thousands of videos daily. going where the money is. Experienced, sophisticated buyers are simply an easier sell Every minute, 24 hours of video is uploaded to for most people. Instead of having to sell them on the principle YouTube. While I’m sure translation is not the of translation, you need only sell them on yourself. The level most frequently searched term, it doesn’t mean of client education they require tends to be processes-based or that we in the translation industry should ignore project-based; the projects themselves tend to be more profitable than your average birth certificate. That’s not to say sophisti- the medium. cated buyers don’t come with their own set of issues — just that it’s a commonly accepted assumption that a Fortune 500 is a And we don’t. We localize for it. After all, someone has to write better client over time than your neighborhood podiatrist. subtitles and translate all those on-location scripts. Do a search Unfortunately, this thinking leaves the podiatrist and his on IMDb (www.imdb.com), the end-all, be-all for video and film or her “tell me again why the secretary can’t do it” buddies production credits, and you’ll find language service providers behind. As a corporate sales strategy, it’s necessary to stay in business. We focus our energy and our strengths on target- ing the more profitable clients; this keeps our doors open and our coffers full. But as far as strategic development for the Terena Bell is the CEO of In Every Language, language industry goes, a lot of under-educated buyers and a Louisville, Kentucky-based translating and influencers remain that way. As a result, we create an “in-club” interpreting company. Previously, Terena — a select group of sophisticated buyers, many of whom are worked as a freelance French interpreter establishing internal localization departments or single points and television news producer. of company contact.

26 | MultiLingual October/November 2010 [email protected]

26-30 Bell #115.indd 26 9/22/10 8:59:51 AM Industry Focus

Any time you have an in-club, you solve our industry’s problems, we must except cable television and the internet, have an out-club — people who aren’t first understand and acknowledge those which are both going up. According to invited to the party, but who want to go problems and where they come from. In News Cycle, the US newspaper industry nonetheless. These are the small busi- the end, it all boils down to one thing: suffered 15,114 layoffs in 2009. Video nesses with one or two projects a year, The vast majority of people don’t under- has not only killed the radio star, but it’s the manufacturers who are only now stand what we do. killed your daily newspaper as well. beginning to export, small-town doctors If newspapers are dead, it’s logical across the country treating their first that white papers and text-heavy pre- immigrant patients. By inadvertently Regardless of who acts, the sentations will follow. I personally pray making our party “invitation-only” for daily for a world where PowerPoint has the seasoned-buyer elite, we have made time to act is now. A whole gone to die. Instead, I see sales staff professional language services unap- group of new clients is out whipping out mobile phones that are proachable for the rest of the world. And wired to show a client a pre-produced what happens when you’re not invited there, and if they don’t video illustrating the insert-your-com- to the in-club’s party? You throw your pany-name-here advantage right on own and tell yourself it’s better. This is understand why they should the spot. Want to learn more about our why this second group of clients relies get translation from profes- interpreters’ quality? Watch one in action on bilingual secretaries, substitute Span- right here. Want to know how pleased ish teachers and their 17-year-old’s two sionals, then they will get our customers really are? Take a look at years of high-school French. They’ve this video we taped during post-project never been invited to the profession- it from amateurs. Clearly, review last week. als’ party, and they hold close to their video isn’t the only thing The technology is there. We just own ways of doing because they don’t have to use it. Fuze Meeting, an app for want to admit that something better that could kill translation, BlackBerry and iPhone, allows for video has excluded them before. This natural conferencing and the screen sharing of course of events has led this group to but video may be the best presentations and other data, including see professional translators as unreach- thing to save it. pre-produced videos. If you had your able pedantics, if they even see us at all. video presentation online and ready to The tower we then find ourselves in may go, you could easily show it on your have been constructed unintentionally, According to a Sunday Times report, phone during a client meeting. but it still leaves us trapped. only 27% of Americans got their news In fact, in a June 2010 interview with I won’t spend too much time on this. from written sources such as newspapers Entrepreneur, Sprint Nextel CEO Dan After all, this article is on how the lan- or magazines. Since the survey was Hesse insinuates that video will soon be guage industry should and can market conducted in 2008, The Times’ source, the preferred medium for business pre- itself through video. But I do want to the Pew Research Centre, shows a bian- sentations: “Video applications are going point out that before we can use video to nual trending down for all news sources to be more common, particularly as you

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26-30 Bell #115.indd 27 9/22/10 8:59:51 AM Industry Focus

Tips for producing your own internet video

You don’t need to hire a production company. Or maybe you do. then use what we call cut-aways. Cut-aways show the speaker’s hands Speaking as a former professional editor, most production companies moving or show him or her walking along a sidewalk, or basically are overrated. Think about that guy you know who bought a digital anything more exciting than talking. camera before everybody else and then started telling friends he was Never use an effect without a reason. The number one sign of a professional wedding photographer. Most production companies are amateurs is that they get giddy with the page-turn effect, dissolves like that guy: a former graphic artist with a computer, a basement, from one shot to another, the overly-fancy font titles or whatever. and Final Cut Pro. They don’t necessarily know what they’re doing, but Yes, visual effects are cool, but they stop being cool when there are they know more than you do and will charge you a pretty penny for it. 495 of them in your 20-second clip. Before you use an effect, ask why Plus, a production company isn’t going to understand your business like am I putting this here? What does it add or take away? If you ask this you do. You will spend countless hours explaining your work to them, each time, your intuition will eventually kick in, and your video will be which they’ll probably charge you for, and, in the end, they’ll give you better for it. a video that looks like what the corner druggist runs on UPN at 2 a.m. Spaghetti hanging out of their mouths. My mentor at NBC taught The footage quality will be crisper and more polished than what you me to picture viewers on the couch with spaghetti hanging out of their can record yourself, but if you go on YouTube and look, polished isn’t mouths. “People,” he said, “do everything during the nightly news except quite the theme. Online videos are nothing if not real. You’re real, your watch the news.” Your viewers will be doing something else while your company is real, so be real with what you put out there. This being video plays. Their phone will ring, their secretary will ask what they want said, though, if you can’t personally do it well, don’t do it. This is your for lunch and so on. Keep it simple, keep it short, don’t force in more company’s image we’re talking about here. Production companies are content than the time allows, and remember, it’s the overall impression there for a reason, and the reason is that some people need them. that matters. Vimeo. After you load your completed video on YouTube, don’t forget to post on Vimeo as well (www.vimeo.com). Preferred by the arts, marketing and green/sustainability industries, Vimeo offers higher-resolution playback, an aesthetically-pleasing interface and a more professional reputation than YouTube. Plus, YouTube is blocked in certain countries while Vimeo is viewable worldwide. Yes, YouTube is still the predominant social-video site, but Vimeo is not to be underestimated with 30 million unique visitors per month. —Terena Bell

Links to Industry Channels on YouTube & Vimeo Associations American Translators Association (ATA): www.youtube .com/user/atanetorg Globalization and Localization Association (GALA): www .youtube.com/user/InTexts International Medical Interpreters Association (IMIA): www. youtube.com/user/jeananders1 Download free software before you buy anything. With the Health Care Interpreter Network: www.youtube abundance of free and low-cost software downloadable online, you .com/user/mparas (YouTube) and www.vimeo.com/ can take a weekend to cost-efficiently find out if editing is something user2316743 (Vimeo) you’re good at. Windows Movie Maker comes free with Vista and 7. LSPs For Linux, I’d recommend downloading Avidemux or Cinelerra. For In Every Language: www.youtube.com/user/InEveryLang both Macintosh and PC, Avid offers a free trial of its user-friendly (YouTube) and www.vimeo.com/ineverylanguage (Vimeo) Pinnacle. Most of these programs come with a toolkit of sample video LSA: www.youtube.com/user/lsaweb1 clips so you can begin editing immediately. Northwest Interpreting Services: www.youtube.com/ It’s video, not radio. The number one mistake most editors make is watch?v=CSO8YdIIb0E not making use of the space. Focus on more than audio and text. The Telelanguage: www.vimeo.com/user2078121 majority of LSPs with a current presence on YouTube have put up videos of sales presentations. Don’t do that. No one on YouTube wants to watch Milengo: www.youtube.com/user/milengoTV (YouTube) a video of your PowerPoint. Video editing can be fun if you’re not afraid and www.vimeo.com/user4412536 (Vimeo) to explore the space. Be creative and think inside the editing box. What Related can you fit in there? European Parliament (EU), Interpreting Dept: www Say dog, show dog. Video should match or complement audio. .youtube.com/user/DGINTE Period. Don’t say dog and then show me video of a cat. Monterey Institute of International Studies: www.youtube No talking heads. Talking heads are exactly what they sound like: .com/user/MontereyInstitute video of someone talking. No one likes to see this. Yes, in an interview or Google Translate: www.youtube.com/watch?v=FijOWfO3Frk testimonial, show the speaker once or twice to identify him or her, but

28 | MultiLingual October/November 2010 [email protected]

26-30 Bell #115.indd 28 9/22/10 8:59:52 AM Industry Focus

get into a 4G network environment. There the way we reach them. I’m no sooth- we now in a tower of our own creation, will be a lot more video, TV and movie sayer, so I can’t tell you the exact date, but Rapunzel’s running out of hair to downloads. You’ll see this in both enter- but soon — and very soon — the old ways lower for our escape. tainment and business applications.” of reaching people will stop working. In We have reached the moment, in many A land of video sales presentations fact, the way we communicate has already ways, as an industry, to decide what our would be a heck of a lot more impres- changed so much that, as a species, we’ve future will hold. The Buggles’ song warns sive than those hideous, bullet-point lists changed how we process information of us being “rewritten by machine and new clients are often trapped into looking at, we’re given. To quote Psychology Today technology.” Sound familiar, anyone? as the points are read aloud by sales staff columnist Pamela Rutledge, “a picture is Just as there are two problems, there who are just as bored as the clients. I worth a thousand words but a video says are two answers: either our industry have a personal distaste for PowerPoint it all. . . . Humans process information associations fix it or we do. because I am a Gen X-er with a textbook from images far more efficiently than There’s a reason our tower was con- case of can’t-sit-still. PowerPoint or no, I words alone. Video is an image on speed structed: It’s simply not economically just don’t do boring. I know I soon won’t — it engages different sensory inputs and sustainable for the individual LSP to be the only one, though, as an even delivers an image stream.” Rutledge goes carry the burden of client education. younger, can’t-sit-still generation gradu- on to discuss how “social media [such as This is where our associations come into ates from college and becomes employed. YouTube] allows for the distribution of play. As an industry we are working hard Translation’s traditional decision-makers videos to be immediate, targeted, per- — harder than ever before — to develop will eventually retire, being replaced by sonal, and accessible on-demand.” recognition as a profession. New trade what Meg Ryan’s character in You’ve Got Attention spans are shorter, a whole associations and industry events, par- Mail calls “a whole generation of young group of under-educated clients misun- ticularly in the realm of interpreting, pop people without last names.” derstands what we do, and the transla- up every day. But the amount of turning If problem number one is that people tion industry’s most traditional way of outward, the number of these efforts don’t understand what we do, then prob- reaching people — the written word — is geared toward client education instead lem number two is that we must change dying a slow, online death. Not only are of self-edification, is remarkably low. We

Our conference is organized into 4 distinct tracks making it easy to navigate through the sessions.

Customers & Engagement Successful sales and marketing require websites that can reach a global audience, a mobile audience, and an audience familiar with social media and used to richer media. Websites also need to be findable, accessible, engaging, real-time and responsive. Learn how. Colleagues & Collaboration Internal websites for collaboration on projects or operations, whether in the form of intranets, portals, blogs, or wikis, are critical for supporting modern business. Social software has reignited interest in enhancing employee collaboration and knowledge sharing, and is now a competitive requirement. Content Technology There are a number of different technologies involved in building web and enterprise content applications. Get an update on SharePoint, Search, Semantic Technologies, November 30 - December 2, 2010 and more. The Westin Copley Place Content Publishing Boston, MA How can you make multichannel publishing effective? How do you incorporate smartphones, e-book readers and devices like the iPad into your channel strategy? HTTP://GILBANEBOSTON.COM

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26-30 Bell #115.indd 29 9/22/10 8:59:53 AM Industry Focus

are continuing to invite only ourselves and Localization Association (GALA) all In case you haven’t noticed, most of our to the party. have a current presence on YouTube, associations are volunteer-led. Even those I do not mean to undervalue efforts that Vimeo or both. The first two use their with paid staff — such as ATA and ALC have been made; I am appreciative of the channels primarily for education. Health — still rely on volunteer labor for public efforts our trade associations are currently Care Interpreter Network has informative relation initiatives. If it’s not sustainable making. But the trades are in the unique videos on the essential role of interpreters for a single LSP to fully take on this bur- position of being able to do what the LSP in health care. IMIA’s videos focus on the den, then the average industry volunteer, cannot: The trades can educate the under- organization’s recent certification efforts though well-intending, isn’t able to do it educated. Whereas an LSP must economi- with Language Line Services, encouraging for his or her association either. cally and structurally guard itself, the trades interpreters and health care professionals This is what I mean when I say we guard our profession. It is their job and duty to join together. The most educational are the second solution. The associations to invite everyone to the party. While LSPs videos on the market, though, are out of represent us and are made up of us. are in the position of being able to change Monterey, where the Institute for Inter- We are their main source of ideas and their clients’ perceptions, the associations national Studies has posted videos such strength. To bastardize John F. Kennedy, can change public perception. as “A Day in the Life of an Interpreter” ask not what your association can do for A change in public perception is what’s and “5 Questions for a French Translator.” you. No one knows your target market required to tear down the tower and drain ATA’s videos are much more intrinsic, better than you do. If you’re the only the moat. First-time and intermittent buy- using its YouTube channel to advertise LSP in Huntsville, Alabama, it’s easy ers may not believe an LSP that says the annual conferences, and GALA’s chan- to say you’re isolated, fighting your secretary shouldn’t translate. The LSP is, nel is a mix, including both conference own battles, and that the association after all, trying to sell them something they promotion and presentations. should do more to help you. But they don’t even realize they need. However, the The Association of Language Compa- don’t know Huntsville. They’re not in public is much more likely to believe the nies (ALC) is also joining the game. While Huntsville. And if you don’t help them, trades. If you think beef is what’s for din- no videos were yet online when this their efforts won’t work. You know your ner, it’s not because the grocery said so, article was written, the ALC appointed a market’s needs, and if you don’t, there’s but because the National Cattleman’s Beef video task force in January, and the task not an educational video out there that Association did. Our industry associations force recorded video for future use at the will keep you in business. are the third-party gateway to bridging association’s conference in May. Together, Regardless of who acts, the time to the divide. these organizations have done the early act is now. A whole group of new clients Some associations have already stepped work necessary to implement video as the is out there, and if they don’t understand up. The Health Care Interpreter Network, powerful client education tool it can be; why they should get translation from the International Medical Interpreters now they just need to finish. professionals, then they will get it from Association (IMIA), American Transla- It is important, though, for us to real- amateurs. Clearly, video isn’t the only tors Association (ATA), and Globalization ize that the associations cannot do it all. thing that could kill translation, but video may be the best thing to save it. Educa- tional video changes public perception. Changing perception knocks down the tower. Knocking down the tower brings everyone together — unless, of course, you want to stay trapped. M References IMDb (Internet Movie Database): www .imdb.com News Cycle. http://news-cycle.blogspot .com/p/newspaper-industry-layoff-totals .html O’Shea, Dan. “The New Power of Mobility.” Entrepreneur, June 2010, 51. Richards, Jonathan. “More people get news from web than TV or print.” The Sunday Times, August 18, 2008. http:// technology.timesonline.co.uk/tol/news/tech_ and_web/article4559162.ece Rutledge, Pamela. “Honey, we shrunk the time or 5 things to remember about social media.” Psychology Today Blog, 1 December 2009. www.psychologytoday.com/blog/ positively-media/200912/honey-we-shrunk- the-time-or-5-things-remember-about- social-media

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Industry Focus 9/22/10 9:01:31 AM MultiLingual Dubbing vs. subtitling in cinema and television The purpose of the research we conducted was to exam- Understanding the global market that the attrac- Until a couple of years ago, it was expected optimistic view of There are several factors that support an ine the reality of today’s subtitling market both in the United ine the reality of today’s subtitling market tiveness of the subtitling market would start its decline. This tiveness of the subtitling market (EU) countries where was more accentuated in European Union difﬁculty due to subtitling companies had been experiencing in the overall world ever-changing technologies and a crunch again market on the other hand, the subtitling Today, economy. and audiovisu- seems to be attractive to localization companies ally specialized language providers. is highly fragmented, however, The global market the market. and drawing a precise picture would require a more extensive more countries today analysis of the subject. Increasingly, adopt both subtitling and dubbing according to whether it is for theatrical release, television programming or new media. The positive thing here is the increasing fragmentation of the in transformation, an which could indicate a market market, economy that is reshaping the boundaries of the two adopted localization methods and the expansion of subtitling in certain speciﬁc media content areas. On top of this, with the introduction of paid television programming, the development of video content through the growth of the internet and the development of new open-source media, subtitling has increased notably since the last data available to researchers from a few years ago, even in those countries where dubbing was traditionally preferred over subtitling. of this market. One of the main reasons is the fact that the market is the fact that the market One of the main reasons of this market. past few years, and ithas evolved and changed drastically in the is still evolving. Dubbing vs. subtitling Dubbing Riggio Francesca Francesca Riggio is an expert marketing executive with years of experience in localization and international marketing. She currently holds the position of director of marketing and business development in Los Angeles. at 1-Stop Translation

Subtitling is a field of audiovisual translation Subtitling is a field of audiovisual To date, there are few reliable per country data sources on the To that very little has been written about in terms that very little has been written current and economic impact. The of market transla- situation of this specialty audiovisual on is gauged through data gathered tion market sources in the subtitling published by various status has been past few years. Its economic in both the analyzed through data collected in which United States and European countries subtitling over subtitling is used. The choice of regions is also dubbing in certain industries and briefly illustrated. Even though much has been already said on this subject, the impact of this choice is, as a matter of fact, high on the development of the economic map and the future of subtitling. www.multilingual.com October/November 2010

subject, especially in regards to subtitling. Updated resources for condition are scarce at a reliable estimation of the current market it difﬁcult for localization industry pro- the moment. This makes fessionals to scientiﬁcally estimate the current size and potential S 31-35 Riggio #115.indd 31 Industry Focus

States and, by way of comparison, in To fully understand the market we Switzerland and French-speaking Bel- Europe, a continent where subtitling have to first distinguish and identify gium, where dubbing is preferred. How- is in some countries less common and those countries that prefer subtitling ever, even in countries with a strong less developed. The aim of this market versus dubbing and in which areas this dubbing tradition, this trend is chang- research was to gather as much informa- choice is applicable: cinema, television ing, and subtitling is making headway, tion as possible on the subtitling industry and DVD/Blue Ray. thanks to the introduction of paid tele- in the United States and to compare and In Europe, movies distributed in vision programming and the growth in understand the market trends on both theaters are typically subtitled. The volume of internet video content. In continents. exception to this is represented by those Italy, for instance, with the introduction I will use as references for the Euro- countries that have traditionally chosen of pay-per-view cable television, subti- pean market research conducted by the to adopt dubbing as their main means of tles are usually available on mainstream Media Consulting Group in 2007 and translation. The countries that historically television channels, and all movies are data collected through interviews to have adopted dubbing over subtitling available in English with Italian sub- specialists working in this sector, among are Germany, Spain, France and even titles. Many television shows feature the which are executives of client relations more so in Italy, where practically every original English soundtrack as well. and vendor managers of major subtitling foreign film or animated production is Eastern European countries such as providers and studios. dubbed into Italian. However, the trend is Latvia, Bulgaria, Poland and Lithuania In interviews and conversations car- clearly changing, as even those countries prefer the voice-over technique, and only ried out with a number of US subtitling that traditionally have always opted for in Luxembourg and Malta are the works agencies and industry colleagues, I have dubbing are moving towards subtitling, distributed in their original language. collected data on their companies, their leaving behind the more costly and tech- There are various reasons behind the product portfolios, their client profiles, nically time-consuming dubbing. choice between subtitling and dubbing, their working methods and the kind In regard to television programs, sub- and the fragmentation of the audiovisual of resources involved. The interview titling is the preferred choice among the translations market, particularly in Europe. included additional technical questions majority of European countries, with the One of the major reasons is related to the regarding technology, subtitling stan- exception of Germany, Austria, Spain, cost involved in the production of a dubbed dards and costs. France, Italy, Czech Republic, Slovakia, version versus the subtitling of a piece.

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31-35 Riggio #115.indd 32 9/22/10 9:01:31 AM Industry Focus

Multimedia localization for Russia and beyond

It is Russian practice to add voice-overs or dubbing to foreign improve, which resulted in releases of barely satisfactory products. language multimedia sources. To tell the truth, not many Russians A mixture of Russian and Ukrainian, called surgik, is widely spread have a good knowledge of English, and even fewer can understand among voice talents, but it is not official Ukrainian, so it can’t it on the fly, which is why dubbing is the only way to make a be used for voice-overs. However, every rule has its exceptions. video game or movie successful in Russia. Subtitles are used as Most Ukrainians consider the television series Friends as one of well, but to a lesser extent, as people are just not accustomed the recently best-dubbed works. Disney’s Cars is also an example to reading the text when watching movies or playing games. In of a good localization. The general rule here is before making the addition, subtitles are historically associated with poor-quality choice for one voice talent or another, you have to make sure the localization. In the early 1990s most subtitled localizations were voice talent speaks modern Ukrainian, which is used by ordinary completed by fans or amateurs. In 2004, the game The Suffering people. was released in Russia in two versions: one with a simple Another thing worth mentioning is subtitles, which are widely single-person voice-over and another with subtitles. The Russian used in the Ukraine. However, this applies only to the products voice-over was not excellent, but still more copies of it were sold with Russian as a source language. Most Ukrainians understand compared to the subtitled one. Russian, and some people listen to the Russian while others prefer Game publishers often give localization to their distribution to read in their native language. The fact is that almost every partners, who lower the costs by using non-professional translators. Russian television show and movie are subtitled in Ukrainian. Target audiences then receive a literal translation that tends However, as Russian and Ukrainian are similar languages, some to bastardize the source product. The award-winning World of so-called vendors use machine translation (MT). It does provide Warcraft was localized into Russian with a low budget, resulting comprehensible target text, but it can hardly be called a quality in low-quality translation. As a result, the number of active players translation, especially in this arena. As of 2010, most Russian only reached 200,000 subscribers by 2010, while current World of television series are being translated by MT. Warcraft players exceed 11.4 million worldwide. On the other hand, Further south is Azerbaijani, also called Azeri, spoken in Lord of the Rings Online has about one million worldwide, but had Azerbaijan, Georgia, Armenia, Uzbekistan and several surrounding a good localization and Russian marketing campaign, resulting in countries. The most important thing when dealing with Azeri is about 50,000 subscribers in Russia. to understand that many people in the former Soviet republic Two things to pay attention to are the language itself and the of Azerbaijani speak Russian, so movies with Russian language accent a Russian voice talent uses. Most companies prefer to use as the source do not require dubbing, but subtitles only, as local — but not in-country — native speakers, as it is cheaper in most with Ukrainian. This is true in all cases expect when you deal cases. They forget, however, that a person who doesn’t live in his with government projects, since Azerbaijani is the only official or her home country loses up-to-date ties with it. Russians in the language. All video/audio materials associated with the Azeri Ukraine or Kazakhstan speak different Russian than those living in government have to be voice-overed or dubbed at all times. For Moscow. They use different vocabulary — in most cases somewhat instance, the Russian movie White Sun of the Desert has Azeri archaic vocabulary to a Russian ear — and pronounce words with subtitles when it is broadcasted on private channels. During different stresses. According to industry sources, in 2007-2008 about broadcast on government-owned channels, on the other hand, it is 80% of Russian game localizations were performed in the Ukraine. It dubbed into Azerbaijani. was cheaper, but the target audience in Russia easily spotted all the Kazakhstan has its own particularities. While all Russian movies mistakes and didn’t buy as many games. have Kazakh subtitles, all Kazakh movies have Russian subtitles The professional level of the voice talent is also a consideration. as well. Even if the movie has some other source language, it has The Russian voice recording market is not that segmented, but rates to be dubbed in Kazakh with Russian subtitles or vice versa, since differ drastically. However, high price does not guarantee better Russian is the country’s second official language. Almost all Turkish quality. One should always check the portfolio of the potential and Korean movies broadcasted in Kazakhstan are dubbed into voice talent and request a sample. It is easy to identify whether the Kazakh with Russian subtitles. company makes the recording internally or recruits a third party. As for Georgia and Kirgizstan, dubbing is used for everything, Direct suppliers will send you samples in a matter of hours, while including Russian movies. Subtitles are not widespread. For Kirgiz, outsourcers will ask for a few days or even a week. More time usually however, there is one important remark. Local in-country voice means higher expenses coupled with a lack of quality assurance. talents are not used for dubbing because they don’t have the In addition to this, so-called star voice talents are often necessary level of experience. Because of this fact, Kirgiz voice-over advertised for high-profile localizations, but the delivered quality and dubbing are performed by Kirgiz living outside Kirgizstan — for almost never corresponds with the expense. In the early 1990s, instance, in nearby China. most movies and video games were dubbed by a famous actor, who, All in all, if you want to localize in Russian, Ukrainian or any however, had little understanding of the voice-over process. Results other language of the region, you have to be prepared in advance. were predictable, and currently companies tend to use voice talents When you know all the obstacles in your way, you may easily avoid who are less famous but can deliver excellent quality. them and perform near-perfect localization. Each state has its own For a long time, the Ukraine was facing a lack of professional distinguishing features and particularities, but they are all united by voice talents. Most dubbing projects were done by amateurs, which a special attitude towards their native languages. People prefer to resulted in a negative attitude toward Ukrainian-dubbed movies listen to their own language, perhaps especially in places where they and games. The situation became even worse when the Ukrainian didn’t always have the right to do so, and this is all that matters. government passed a bill in 2007 that required all movies to be dubbed or subtitled in Ukrainian. The quality of dubbing didn’t Anatoly Murintsev, Janus Worldwide, Inc.

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31-35 Riggio #115.indd 33 9/22/10 9:01:31 AM Industry Focus

The labor involved in the production typical for locally renowned voice actors resources in strategic geographic regions of a dubbed version is extremely inten- to dub specific celebrities and foreign in order to reduce costs. Others preferred sive. It involves the use of highly trained film star counterparts. to completely outsource the work, which and specialized talents, often recognized Dubbing is more popular, although was once assigned to experienced sub- and remunerated as actors in certain more expensive, in countries where there titlers, to amateurs or entry-level non- countries, depending on the legislation is a majority of single language speak- specialized translators. The rates have and if they are associated with labor cer- ing communities and also in wealthier been so crunched and the budgets so tification associations and unions or not. countries. Subtitling is adopted by coun- reduced that specialized resources have In certain countries, for instance, it is tries with a more restricted market. The received lower budgets, which are by Scandinavian countries, for example, definition already lower than those of although among the wealthiest of the traditional translators in comparison. EU countries, prefer to adopt subtitling This trend has affected the industry at for both cinema and television and have a global level, leaving specialized fields a market share quantifiably less than with less prospective of income growth. a 10% of the total audiovisual market. With studios cutting down budgets The major market share is held by the for specialized translation such as sub- southern European region, where while titling into foreign languages, subtitling dubbing is still prevalent, subtitling has providers, whether specialized agencies been increasingly growing through the or freelance, are all left with less possi- introduction of new visual media such bilities to invest in high-quality special- as paid television and the internet. ized translators or with the unfortunate choice of having to drastically reduce Cost of specialized resources the rates to remain competitive. In the last few years and specifically with the recent economic decline, the Technology: curse or blessing? impact on investment in specialized Luckily, technology has come to the resources has been a globally-shared con- rescue. While in the past subtitlers had cern by the specialists of the industry. This to be located exclusively at the studios has also had an influence on whether or hired in-house to work at the vari- companies should invest in acquiring and ous subtitling agencies offices, now they utilizing the necessary resources to pro- can work remotely, allowing subtitling vide and deliver high-quality subtitling companies to cut overhead costs. versus the more cost-efficient outsourcing Much work and improvement has to India, China and other Southeast Asian been done through the use of software countries. that can be easily downloaded on per- The solution adopted by bigger and sonal computers and that allow the files more structured companies was to dispatch to be delivered directly from and to the different parts of the production involved linguists, without the in-between prepa- in the subtitling workflow in globally ratory steps and training often previously located hubs, by allocating the necessary required.

28.44% ﬁlm hours dubbed 71.56% ﬁlm hours subtitled

Your Vision. Worldwide.

In 2005 a total of 2,172 ﬁlms from 31 non-national countries circulated in Europe, with a combined total of 3,793 hours of translation, of which 750 hours (28.44%) were dubbed and 3,043 hours (71.56%) were subtitled. (Source: Media Consulting Group Study on Subtitling 2007)

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31-35 Riggio #115.indd 34 9/22/10 9:01:34 AM Tools & Services Showcase

It may be argued that the introduction of this remote way of working has insti- gated the outsourcing to less competent and underpaid resources, thus making it more difficult for specialized subtitlers Europe’s No. 1 to be competitive in their own area of More Than Quality — specialization. However, we also have to Greek Localizer admit that by introducing new tools and With Efficiency! Since 1986, EuroGreek has been providing high- software, localization service providers We offer fast, reliable translations for global quality, turnkey solutions, encompassing a whole have been able to cut production costs range of client needs, for the following language of in-house training and engineering and players. With two decades of experience we better reallocate the available budget. are a leading international company for high- combinations: In addition to the above benefits, with quality localization into German and traditional • English into Greek the development of e-mail, chatrooms translation services into most Western • Greek into English and instant messages, people are more European languages. Our team’s expertise lies • German into Greek used to reading short texts. With a larger in the fields of software, hardware, medical • French into Greek number of people involved in this media engineering, finance, technology, legal and All EuroGreek’s work is produced in our Athens and hence more used to reading subtitles, marketing. Tight deadlines, large volumes production center and covers most subjects: watching subtitled films while listening or projects requiring technical specialists are • Technical to the original content is now becoming our core competence. Rheinschrift is • Medical/Pharmaceutical the new social trend. Last but not least, • IT/Telecommunications since their introduction in the mid- EN 15038:2006 certified. 1990s, DVDs allow viewers to see films • Economics/Legal in both dubbed and subtitled versions, All EuroGreek’s work is fully guaranteed for hosting on average localized content of Rheinschrift Übersetzungen, quality and on-time delivery. six dubbed versions and ten subtitled versions, according to Media Consulting Ursula Steigerwald EuroGreek Translations Limited Group Study on dubbing and subtitling. Cologne, Germany London, UK • Athens, Greece [email protected] • www.rheinschrift.de [email protected] • www.eurogreek.com Conclusion Even though the global audiovisual localization market may have been experiencing difficult trends, the market seems to be attractive for subtitling companies and audiovisually specialized language providers. Many European countries traditionally inclined to choose dubbing can now choose between dubbed Your Polish or subtitled films. Medical Translations It is the case of Spain and France, for Production Center MediLingua is one of Europe’s few instance, traditionally dubbing-inclined Since 2000, Ryszard Jarza Translations has companies specializing in medical translation. countries, that many theaters offer the been providing specialized Polish translation, audience the choice between the two We provide all European languages (36 today localization and DTP services, primarily for life and counting) and Japanese as well as the versions. Furthermore, with the devel- sciences, IT, automotive, refrigeration and other opment of new media, especially with usual translation-related services. Our 250-plus the rise of video content, the trend is technology sectors. translators have a combined medical and shifting more to subtitling. In the past We work with multilanguage vendors and language background. decade audience taste and reception directly with documentation departments of We work for manufacturers of medical have also changed, with more acquired large multinational customers. We have built a devices, instruments, in-vitro diagnostics and taste for written content, possibly brilliant in-house team made up of experienced software; pharmaceutical companies; medical sparked by the increased usage by the linguists and engineers, who guarantee a publishers; national and international medical newer generation of text messaging and high standard of quality while maintaining instant messaging. Therefore, if we as organizations; and medical journals. audiovisual localization market experts flexibility, responsiveness and accountability. Call or e-mail Simon Andriesen or visit our are reading the “writing on the wall” or website for more information. better “on the video” correctly, we will soon come to the realization that dubbing Ryszard Jarza Translations MediLingua BV may become in the future an obsolete and Wroc aw, Poland Leiden, The Netherlands cost-consuming practice when compared [email protected] [email protected] to subtitling. M www.jarza.com.pl www.medilingua.com

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31-35 Riggio #115.indd 35 9/22/10 9:01:35 AM Moving toward multimedia content

Industry Focus Catherine Deschamps-Potter

While traditional approaches to the transla- increase in the amount of video and multimedia business than tion of text to text are still widely used, new in previous years. One customer in particular had made the business decision to place all of its training in videos. methods of communicating with As with any rapid change in product users in their target languages delivery methods, customers can encoun- W ter obstacles or sometimes move forward (TLs) are being explored and used . . . companies are too quickly without considering the con- around the world. As graphics, increasingly finding sequences of significant media shifts. The sound, images and video clips explosive growth of video on YouTube may become more and more preva- themselves in a lull businesses into thinking that pure video lent, shifts in the approaches position to make the will solve their communication needs. How- ever, homegrown video clips and professional and processes used to translate call between “ideal” multimedia training that fulfills contractual such content are taking place. As versus “good enough” needs for product information are clearly not bandwidth capabilities continue the same thing. to increase, more video and other in developing and Because of their extensive knowledge of other cultures, localization service providers multimedia projects are placed delivering content to a (LSPs) can position themselves to help clients online and not simply shipped to global customer base. answer this question, offering guidance on customers as DVDs. Seeking to when multimedia presentations are preferable to basic text by a given TL audience. LSPs cut costs of hiring training per- can add significant value for their custom- sonnel and translating detailed instructor and ers as they help guide them through the maze of cultural and student guides, rich with text, businesses are all technological considerations for the target audience when the but replacing these materials with visual learn- desired result is a professional-quality multimedia product. In 2010, the content most frequently moved to multimedia ing modules intended to illustrate concepts and is by far user training, but some companies are also striving system features in graphic and video form. to reduce text and increase graphic and image content in their user manuals as well. For example, one of our customers is now For example, in 2009, our company observed a significant using primarily graphics and images in its instruction manuals content shift within its customer base, observing a three-fold to illustrate rather than describe the steps involved in assem- bling products.

Catherine Deschamps-Potter is vice- Making choices president of sales and marketing and Before creating a multimedia product for an international co-owner of International Communication audience, businesses must consider the technology they will use by Design, Inc. She has been involved in the to deliver their project. Of all of the players in the content develop- management, sales and production aspects ment and dissemination ﬁeld, LSPs are exposed to and understand of translation and localization for 19 years. the widest range of technology. LSPs do well to understand the

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36-39 Deschamps #115.indd 36 9/22/10 9:02:46 AM Industry Focus

Sample navigation menu, animations, voice-over imports and Flash ﬁles.

technologies currently in use in the target to multimedia — and still meet the informa- must also be made on whether to attempt countries to ensure that potential custom- tion needs of the users. to lip-synch the translated script or to use ers can actually access the content. Famil- With the move to multimedia delivery voice-overs. LSPs should be fully versed iarity with a range of delivery devices, comes a huge shift from text-to-voice in the advantages and disadvantages of from the BlackBerry to the Apple iPad, is communication. Expert use of voice tal- both styles of dubbing in order to properly essential if LSPs are to thrive in the new ent has long been a capability that most advise customers. Some cultures may have multimedia-rich business environment. LSPs offer to their clients. As more and no issue with a woman’s voice doing the The more the LSP can be involved at the more content is being delivered in audio audio; some cultures may prefer a male outset in choosing the media development and video format, however, LSPs must be voice for the audio. LSPs can also add and delivery tools, the greater the likelihood positioned to keep up with demand for value by making recommendations about that the customer can actually reduce trans- voice talent and help businesses under- the type of voice talent that would be most lation costs — a primary driver for moving stand their options. For example, decisions well received by the target audience.

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36-39 Deschamps #115.indd 37 9/22/10 9:02:49 AM Industry Focus

Even though fewer words appear in the the photo will have a more unfavorable modified to suit the target audience. In multimedia training, significant work on effect on the target audience. A qualified traditional documents, such page ele- the part of the translation vendor may be LSP should be chosen as a partner at the ments do not play nearly as significant required to achieve a truly international outset of the project to assist in choos- a role as they do in multimedia. In other appeal. Take, for example, a multimedia ing and designing graphic images. words, the more prominent the images training presentation consisting largely of Take, for example, an image in an (because there is less text), the more images and screen captures. In most cases, instruction manual showing the user how important it is to customize the images only small portions of text must be trans- to connect the power source for an appli- to a particular audience. lated for each slide, but if the graphical ance. Not all countries and consequently user interface still appears in English, the target audiences have the same power A typical multimedia lack of consistency in languages becomes outlets in their regions. If an image illus- project in 2010 more obvious than with typical user trates a typical American alternating cur- A combination of typical multime- documentation. Such projects can lead rent, three-pronged outlet, but the manual dia projects, the following composite businesses to re-evaluate their decisions is being distributed for a European audi- case study helps to illustrate the steps and decide to localize their software. ence, the image will not resonate with an LSP can take to render an English Other specific challenges are presented users in France or Germany and may even video training module suitable for a by the actual images. If businesses have be confusing. Also, for example, some Latin American audience. This case little or no understanding of the cultural cultures may be fine with pink or femi- study also points out some of the chal- preferences of the target audience, the nine colors, while some cultures might lenges and the opportunities for LSPs images may not be suitable when the find them offensive. The way men and in translating multimedia projects. project is translated into another lan- women are dressed in the images could The project calls for recreating Eng- guage. Because a photo carries with it be as important or even more important lish video training material in Spanish. significant meaning, if a project includes than the nationality of the models. In this case, the LSP is asked by the photographs containing images that are Lines, shapes and other graphic ele- customer, a global software firm, to not appropriate for the target culture, ments may also need to be analyzed and translate the text of PowerPoint slides, heavy with images, into Spanish and to translate and record voice-overs of the English audio into Spanish. The result will be video training for users of the client’s web-based software product. The tools used to develop this particular e-learning project are Microsoft PowerPoint 2007, Articulate 2009 and Adobe Captivate 3. Articulate is an e-learning development program that enables the designer to create a larger work from a PowerPoint presentation. The designer can add navigation menus, animations and voice-overs and import Flash movies. The Captivate e-learning development tool enables designers to create screen shots and mimic navigation through and completion of screens. These video screen shots are then used within the e-learning module to illustrate steps the user takes to complete tasks using the client’s software. Both the Articulate and Captivate output, when published, become Flash files. For this case study, the LSP obtains the following items from the client: Q The original Articulate e-learning course with English voice-overs Q The individual Adobe Captivate files of the software navigation capture Q The original PowerPoint presentation in English Q A Microsoft Word file that contains the script of the English audio — note that in some cases, transcription of an English

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36-39 Deschamps #115.indd 38 9/22/10 9:02:49 AM

Visual Media Showcase

Cost-effective Automation — Testing — Filter Software Localization — Software Multilingual Terminology Sysfilter Tools prepare texts that have been Management for collected in various programs so that they can be Brandt offers a unique range of proprietary processed with your standard software — for technology solutions designed to accelerate the Search and Annotation example, Word or XML-Editor. When the texts are simultaneous shipment of software to market. translated, they are returned to their original format. These solutions are primarily applied in the areas Mondeca’s standards-based technology allows clients to manage terminologies, taxonomies, Sysfilter Tools are available for of consumer and enterprise software, multimedia • Adobe InDesign, Illustrator, Photoshop® and e-learning development, localization and ontologies, metadata repositories as well as • CorelDraw® software testing. content annotation and classification workflows • Visio, PowerPoint and Excel® Our Shadow™ technology enables: in multiple languages (45 major languages are • Compatible with all common translation • More content to market for the same budget supported). memory systems • Same content to market on reduced budgets Organizations can leverage Mondeca’s products Translation projects cost savings up to 95% are • Higher quality content to enable smarter multilingual access to their possible. • Reduced development cycle times visual media resources. Please check our Sysfilter Pack offer. Brandt Mondeca ECM Engineering Ireland, Germany, China Paris, France Breitenbrunn, Germany [email protected] [email protected] [email protected] • www.sysfilter.de www.brandttechnologies.com http://mondeca.com

audio to written text may be needed if the 2. Translate the Microsoft Word Flash files and import the files into client cannot provide the original script. script from English to Spanish for Latin Articulate for the software simulations. The LSP may also need to verify the America. 9. For those Captivate files that contain written script against the English audio 3. Conduct appropriate review and text for translation, insert the Spanish to determine if the script agrees with the proofreading of the text using a defined translation of the English text, incorporate recorded English version. process. the changes and then publish the translated For this course, the software is not 4. Create the Spanish version of the version of the Captivate file into Flash so localized into Spanish. Hence, the PowerPoint slides by inserting the trans- that it can be imported into Articulate. e-learning module must even more lated text strings into an exact replica For a project such as the one effectively communicate to a Latin of the English PowerPoint slides. Dur- described here, it is especially helpful if American audience the essentials of ing this step, native-language speakers the e-learning designer is familiar with software use in the text and voice-overs review the images and graphics to assess the TLs so that synchronization of the that accompany the navigation screens. suitability for the target audience and animations and simulations with the Where a significant amount of non-Eng- make recommendations to the client for voice-over can be more easily achieved. lish course content consists of English changes to the images or elements of the At a time when businesses are closely screen captures and a minimal amount presentation to render it suitable for a watching their budgets, companies are of translatable text is used to describe Latin American audience. increasingly finding themselves in a the software behavior, our company 5. Record the Spanish voice-over of the position to make the call between “ideal” recommended that the client consider translated script to produce .wav files. versus “good enough” in developing and localizing the interface. The steps the 6. With the Spanish version of the Pow- delivering content to a global customer LSP followed for this project were: erPoint presentation, use Articulate to cre- base. Each company will fall on a dif- 1. Extract the text strings from the ate the animations and navigation menu. ferent point on the spectrum. LSPs can Microsoft PowerPoint slides. Run the 7. Import the .wav files that contain help businesses make those decisions by text, along with the text from the the Spanish voice-overs and synchro- ensuring they are informed of the many Microsoft Word script, through transla- nize the slides to the voice-over. considerations to take into account tion memory (TM) tools to leverage the 8. Publish the Captivate files that con- when delivering multimedia content to customer’s existing TM. tain no text for translation as individual international audiences. M

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36-39 Deschamps #115.indd 39 9/22/10 9:02:51 AM Challenges of internet slang in game localization in China

Industry Focus Xiaochun Zhang

With the increasing popularity of video gam- kinds of internet slang when they communicate with each other ing among young people, internet slang has about their gaming experiences. Gradually, game developers emerged over the past ﬁve years as an alter- have started to use this slang in game designing to keep abreast native form of computer-mediated communica- with current and future cultural trends, as games have always W been considered by most young people, if not the whole general tion within cyberculture. Jargon used in online public, as the “coolest,’’ most “cutting-edge” entertainment and games is not only varied, but also evolves and media. Internet slang most commonly appears in games that changes continually with users sometimes mak- create a virtual world that is closely related to real life, such as role-playing games. Very often, the slang is used in dialogues ing up internet terms and abbreviations on the between the player and non-player characters. To some extent, spot. In China, a cultural gap between formal internet slang in games reduces the gap between the real world usage and the internet language has quietly and the virtual world, providing gamers with a sense of famil- opened up with the rapid development of com- iarity and also proving that the games are fashionable. puter technology and internet penetration. Gamer levels Although online gaming is still a new industry in China, the Infrequent game players or social forum visitors now have translation of the newcomer’s guide has already been updated on to frequently learn new words or new meanings of certain a number of occasions. Initially, newbie’s guide was translated 𤝀 conventional words in order to understand certain topics and 𡘧𲍒𢙐(game instruction) and later as 𤝀𡘧𡡵𗡙(game guide), discussions going on in the virtual world or simply to keep which was fairly clear and accurate. Later, it was changed into 𢕖 updated with the latest trends in language. Although this phe- 𡚇𡡵𗡙 (Xin Shou guide), as in Chinese 𢕖𡚇 (Xin Shou), which nomenon is particularly interesting, it also brings a number literally means new hands, normally refers to people who have of challenges for translators working in the game localization no experience doing certain things. industry. From the late 1990s, the economy in China continued to grow Within a short space of time, internet slang has become at a rapid pace, making car ownership more affordable to Chinese widespread among computer users, particularly in chatrooms, families. In order to notify people of new drivers who might be blogs and social forums, to name a few. Game players use all unpredictable on the road, it was popular to put a sticker on the rear windshield with the wording “Xin Shou (new hands) are on the road.” Interestingly, soon after, the newbie’s guide was updated accordingly into 𢕖𡚇𖔂𲡙 (New hands are on the road). Recently, Xiaochun Zhang was born in China and is 𰊀𷀃 (Cai Niao — dish bird), which originated from Ho-Chen in currently working on Ph.D. at the University Taiwan, suggests that newbies are like baby birds that are helpless of Vienna. She is a freelance translator and and vulnerable and can be easily caught and cooked as a dish. This researcher on audiovisual translation with has become the buzzword for inexperienced newcomers. Thereaf- a speciﬁc interest in game localization. ter, newbie’s guide was updated to 𰊀𷀃𡡵𗡙 (Cai Niao guide).

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40-43 Zhang #115.indd 40 9/22/10 9:04:22 AM Industry Focus

be translated as BT Company, since BT can also mean abnormal, as previously mentioned. Another example is that NMD normally appears in some military games as the National Missile Defense of the United States, but in China NMD is an abbreviation for 𖡄𙑄𦡤(Ni Ma De), which is a curse word equal to shit in English. Therefore, it is not appropriate to simply translate NMD into NMD system, for example. After acronyms of Pinyin, another form of internet slang is created by using homophonic puns. Initially, netizens discarded the formal translation of some English and Japanese words, and, instead, they used some Chinese characters that are phonetically similar to the original foreign words but do not have any semantic meaning linked to them. Figure 1: Various cartoon icons generated from the character 𘝱 (Jiong). For example, originally fans is translated into Chinese as 𥤂𥐳𩊗 (Kuang Re Zhe) When someone has a bit more knowl- which means someone has made friends or 𗦁𥐧𗥵 (Fa Shao You), but on the edge about the cyberculture and games, he with the wrong people. RPWT is for Ren internet, it is called 𨐅𖔡(Fen Si), which or she then enters into 𠂑𦡗𨥇(Xiaobai Ping Wen Ti (𖙸𘈡𴤆𵖈 ), which means is pronounced in a similar way to fans level). Xiaobai is a nickname and euphe- personality problem. BT is the abbre- but actually means vermicelli made from mism for 𦡗𦜠 (Bai Chi), which means viation of Bian Tai (𗦈𡄁啳abnormal) bean starch, which has no relevance to innocent and stupid but is a lot less offen- and NC is for Nao Can (𩕥𤁕啳 brain the original meaning. A similar phenom- sive and normally used as self-mockery. disabled). Although these words are still enon can be seen with the Japanese word Once a gamer has gained more experi- widely used now, they are hardly seen 遄鄈(con), which means have affection ence, he or she then will become “middle- in games. The possible reason why they for somebody or something. It was devel- aged” and reach 𖔷𷀃𨥇 (Zhong Niao level have not been adopted by game design- oped into Chinese slang as 𢀵 (Kong), — Middle-aged Bird level), which means ers is that the acronyms can have many which originally meant control but has intermediate level. When intermediate ambiguities, as one Pinyin phonetic been used to express the meaning that players gain more experience or reach a symbol can be linked to many Chinese somebody is a fan of somebody or some- higher level, they become 𩊓𷀃𨥇 (Old characters. thing. For example, game fans can be Birds). The challenge of this type of slang called 𤝀𡘧𢀵(Games Kong), and people 𶄖𥌈𨥇 (Bone Ash level) is used to for game translators is to have a greater who like to eat sweets can be referred to describe a gamer who has reached the awareness of the English acronyms as Sweets Kong. highest level or is a professional gamer that appear in games, as some English After playing around with foreign with a lot of experience. This word was acronyms may lead to very different words, netizens started to make the same developed from the conversion of cre- meanings in Chinese internet slang. changes to Chinese characters. One of the mation in China. As the “old birds” get Previously, due to space limitations in most popular is 𡉸𗘙 (Bei Ju), meaning older, they die and then become bone the user interface, translators sometimes ash after cremation. Bone ash expresses decided not to translate all the English the extremism of someone’s passion for acronyms into Chinese, to save space, something. with the exception of some acronyms that are well known all over the world,

Acronyms and puns such as UN for United Nations. However, NXT The early appearance of internet slang most of the time, they are left untrans- Transit – just what in mainland China has been predomi- lated, and words that are unfamiliar to you need, when you nantly inﬂuenced by English internet Chinese gamers but not directly relevant need it! language, usually in the form of acro- to the game are normally kept in the nyms of Pinyin, which is the Romanized original form with additional informa- version of Mandarin Chinese. This type tion provided, such as BT (British Tele- of slang has been widely used in online com), which can be resolved as BT𗍨𘀠 chatrooms or social forums to save typ- (BT company). However, under the inﬂu- ing time or to be used as euphemisms ence of internet slang, these acronyms

for curse words. There is JYBS, the short need to be dealt with by translators who Webshop Group STAR shop.star-group.net form of Jiao You Bu Shen (𖙖𗥵𖔅𡐴), have more knowledge. BT can no longer

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40-43 Zhang #115.indd 41 9/22/10 9:04:25 AM Industry Focus

slang is used in order to identify the silly, since 𘂘 (dai) means stupid while real meaning. Sometimes, slang is used 𣘓 has two𘂘 characters and, therefore, in humorous or sarcastic ways, which could mean super stupid. create difficulties in understanding and This type of slang requires transla- also challenge the creativity of translators to analyze the character patterns. tors when handling this new language Although most of the slang is easy to phenomenon. figure out with some common sense and After playing with the pronunciation, imagination, some research may also be netizens started to renovate old words, necessary. mainly drawing attention to the character patterns. Interestingly, they have given Slang from current events new interpretations to some ancient The most recently created internet is used in games to express start fighting. characters that have not been widely slang is based on current issues, events, used for many years in accordance with television programs or talk shows, cov- tragedy, which has been replaced by the formation or the shape of the charac- ering social, cultural, political subjects 𣀃𗍹 (Bei Ju), meaning drinkware. In ter. For example, the character 𘝱 (Jiong) and many other topics. 𡚕𳝗𤍗 (Da response, 𡌲𗘙 (Can Ju), meaning calam- originally means window, but because Jiang You — to buy soya sauce) is one ity, has therefore been changed into 𵜈 𗍹 it looks like a sad face (𗍧 looks like of the most popular phrases and can (Can Ju), meaning dinnerware. 𘑀𗘙 (Xi closed eyes and 𗦙 looks like a mouth), be traced back to a random interview Ju — comedy) is then 𤑑𗍹 (Xi Ju — toi- it is now used to express helplessness, shown in the local news. A journalist letries). Afterwards, a series of sayings embarrassment and sadness (Figure 1). interviewed a pedestrian on the street were created online, such as “Life is like In some games, 𘝱 would appear when and asked for his opinion on a current a tea table with all kinds of drinkware a player lost a round or got beaten by issue. He replied: “What does it matter (tragedy) and dinnerware (calamity)” other players. There is also a game called to me? I am on my way to buy soya or “Life is like a cup: it is a drinkware 𘝱𩄗𦈣 (Jiong tennis), which is a tennis sauce.” Chinese audiences were amused (tragedy) itself.” There is also “Life is like game with humorous effects. by the ignorant response to the jour- a toothbrush cup. One can view it as a (yin) is another word widely used nalist, and Da Jiang You soon became drinkware (tragedy) but also as a toiletry in games. It originally means brightness, a buzzword to describe the group of (comedy).” These sayings have gained but it has been used as start firing or people who have no concern about massive popularity and have been widely ambitious and confident since is a what is happening in their society and used in games. combination of the characters𠡄 and 𥌃, around the world, apart from trivial This type of slang requires that trans- and 𠡄𥌃 means start firing or fighting. A things in their everyday lives. However, lators pay attention to the pronunciation similar one is 𣘓 (mei), which was a type this phrase has later been used by some of the words and the context where the of tree but now means extra innocent and netizens to express the unimportance of their opinions on social cultural events since they can do nothing but focus on their own daily routines, such as buying soya sauce. At present, Da Jiang You is used to express I don’t know anything about it, It doesn’t matter to me or I don’t care about it. This word has also been used in the dialogues or storylines of online games. On some occasions, it has been used to name the early levels of games: When a gamer passes Cai Niao level, he or she then enters into Da Jiang You level, which is equal to XiaoBai level. Another example is 𖔅𠕰𴖉 (Bu Cha Qian), which is from a dialect in north- east China and means not short of money. It was not in common Mandarin Chinese usage; however, following a television show performed by a famous Chinese actor, it became known at the national level and has also been used in games. To understand this kind of slang requires an understanding of current social cultural events as well as good research skills when necessary.

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40-43 Zhang #115.indd 42 9/22/10 11:23:12 AM Industry Focus

Tips for game translators A good translation will bring the game However, in practice, not all translators Unlike other types of translation, the a large audience, while a bad one may working on game localization tasks primary aim of game translation is to become well known in gamers’ forums as a are familiar with game domains, even “preserve the gameplay experience,” to joke. It is suggested that translators check though they have a profound knowledge keep the “look and feel of the original” on one or two of the most popular games of the global popular culture. Therefore, and to “allow the players to experience it is necessary for game localization the game as if it were originally devel- companies to provide translators with oped in their own language and to pro- efficient training and sufficient support. vide enjoyment equivalent to that felt Games have many differ- Professional education is also needed at by the players of the original version,” the college or university level to provide as pointed out by Carmen Mangiron and ent genres, such as action, future professional game translators Minako O’Hagan. In order to provide adventure, role playing, with sufficient knowledge of games and game players with a gaming environ- relevant practical skills. ment feeling original, it is important simulation, strategy and The rapid development of internet to make them feel comfortable with the slang in China and in other countries language in the game, not only in their so on. Each genre has its around the world has not only brought mother tongue but also in the unique own jargon, and it is those games closer to popular culture, language of gamers, which includes the but also made those games a more usage of slang. To achieve this, the man- important for translators dynamic form of media and entertain- agement of slang is crucial. to differentiate the ment. Although the usage of slang First, it is important to have an has created some challenges for game accurate understanding of the terms and terminology and register translators, in terms of understanding abbreviations used in internet slang. The the slang in source text and using them development of internet slang is so rapid in accordance with appropriately to translate the same effect that it undergoes frequent changes. It the game genres. into target languages, it gives translators is recommended for game translators more choices to develop their creativity to visit the game’s portal websites or in translating and to bring gamers a bet- gamers’ social forums and to read game ter game experience. It is also important magazines regularly. It may also be of the same genre produced in the target for translators and game localization helpful for translators to take note of the languages to get a general idea of the companies to be aware of the develop- new buzzwords that they are not famil- latest style. ment of internet slang and to consider iar with and the usage of these words. Being a translator specializing in their usage in games and to ensure they Ideally, game localization companies games can be very demanding, as Mangi- are skillfully and creatively applied in should set up a terminology database to ron and O’Hagan have mentioned. Game the game translation tasks. M manage the internet slang used in their translators “must be aware of common games and to classify them according building blocks of games, elements such References to the game genre, register and other as the register and terminology, the kind linguistic references. However, in prac- of humour present in the game, the use Mangiron, Carmen, and Minako O’Hagan. tice, translators within the localization of puns, etc. They also need to be able to “Game Localisation: Unleashing Imagination industry in China would have to do this recognise allusions and intertextual ref- with ‘Restricted’ Translation.” The Journal job themselves. erences to other genres of global popu- of Specialised Translation. www.jostrans Second, it is essential to use the slang lar culture, such as comics and films.” .org/issue06/art_ohagan.php properly in the translation. Games have many different genres, such as action, adventure, role playing, simulation, strategy and so on. Each genre has its own jargon, and it is important for translators to differentiate the terminology and register in accordance with the game genres. Internet slang appears more often in games that have a close relationship with reality, such as real-life simulation or role-playing games. They also tend to appear in the dialogue between players and non-player characters, to create humor or realism to the real world. “Using the right slang in a right way and a right place” is crucial to effective translation, since gamers actually pay attention to these fashionable words in the games.

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44 MultiCorpora #115 .indd 44 9/22/10 9:10:50 AM 45

| . Translation fast 9/22/10 9:12:04 AM instantaneous MultiLingual works better: would be real time real time . For instance, the computer controlling . For instance, the computer controlling Safar, marketing manager at Moravia IT; and marketing manager at Moravia IT; Safar, Bob Myers is COO of Moravia Worldwide. For Bob Myers is COO of Moravia Worldwide. A colloquial definition of Getting to real time actually accomplishes more than merely solutions architect at Moravia Americas; Libor at least so fast as to be indistinguishable from instantaneous at least so fast as to be indistinguishable this article he would like to thank Rustin Gibbs, this article he would like to thank Rustin Gibbs, Sakiko Kimura, internet globalization specialist. the translation industry, broadly defined, has not really come the translation industry, has not fulfilled what is together to solve clients’ true needs. It and promote the both a promise and an obligation: to support the world a better place global sharing of information and make potential users in the to live, especially for the huge swath of the information revolu- so-called emerging economies whom tion has just begun to touch. or But here the technical definition of enough to be useful do its number system in your car has to the antilock brake off the road, but crunching fast enough to avoid you sliding we could usefully For translation, doesn’t need to be any faster. ranging from 250 define a number of levels of real-time-ness, for certain applica- milliseconds, which could be about right cases. In this sense, tions, all the way up to weeks in some perhaps it would be better to refer to just-in-time translation although that could have the unfortunate nuance of “at or JIT, even Japanese car companies are the last minute.” Remember, now backing away from the JIT model after experiencing some nasty production stoppages due to delayed parts deliveries. getting translations out the door and in front of the reader at the same time it also promotes both Paradoxically, faster. increased quality and lower cost. That is because the real-time goal functions as a sort of guidepost, an organizing principle, towards reengineered processes that inevitably also have a with real-time positive impact on quality and cost. Put simply, translation sometimes there is not enough time to spend as Operations infrastructure infrastructure Operations translations for real-time Bob Myers into Japanese, which renders it in katakana as

ubiquitous — was the microprocessor in the toilet that automatically

More than two decades ago, I coauthored a More than two decades ago, I The intervening years have seen an onslaught of new Sure, that MT-engine-in-a-box would have yielded real-timeSure, that MT-engine-in-a-box paper on real-time translation. The basic idea paper on real-time translation. (MT) engine was to embed a machine translation have it translate into the operating system and real time. This user interface (UI) elements in in the context of debatable concept was hatched attempt led by the TRON Project, an ambitious Ken University professor Dr. indefatigable Tokyo Japanese Sakamura to develop a home-grown microproces- computing architecture, spanning The project sor to network operating system. a generation of has left its legacy in the form of OS. mobile phones powered by its embedded www.multilingual.com October/November 2010 ubikitasu performed chemical analysis on you-know-what and alerted the doctor if anything was wrong, presumably automatically translated into the doctor’s native language. technologies and computing capabilities, including much faster processors; the internet giving birth to an explosion of content; revolutionary language technologies such as translation memory (TM) and statistical machine translation; and, of course, stunning UI advances. And certainly the translation/ localization process has both incorporated and been affected by translation is still a much more awkward, slow these trends. Yet and expensive process than it should be. Put a different way,

translation — with the minor caveat that at the time it was completely impossible to actually implement. Of course, Sakamura specialized in dreaming about the impossible. His own favorite example of his vision of “ubiquitous computing” — he single-handedly imported the word M 45-49 Myers #115.indd 45 Translation

much money as we do now. And with is willing to translate faster at the cost wavy underlines or perhaps even a change real-time translation, we are forced to of reliability, it may still be important in font. What about using increasingly optimize quality processes, both human to advertise the level of reliability. We pixelated fonts to indicate increasingly and automated, in a way that can actu- all know that verbal communications lower levels of translation reliability? ally result in higher quality than today’s are accompanied by a sort of reliability Of course, indicating reliability re- cumbersome processes yield. index in the form of our knowledge of quires that someone knows what the the reliability of the person conveying reliability is. The engine should be able to Uncertainty and reliability the information and the accompanying produce this information. For instance, at Whether we call it real time or just- body language. Original written com- an AMTA conference I attended ten years in-time, clearly the very shortest turn- munications, as well, are similar. But ago in the lovely city of Cuernavaca, around times can be achieved only if no what clues are available to the end- one IBM system reported implementing humans are involved at all. Thus, the consumer of translated materials in the what it called the Translation Confidence translation must be done by machine, Index or TCI, which, since theirs was a retrieval from TM or some combina- rule-based system, operated by applying tion of the two. Certain translations penalties when various translation issues retrieved from TM can be considered If I’m sending out Facebook were encountered during the transla- very high reliability if the content of the updates or tweets to be tion process. Moravia MT’s partner Asia TM is essentially an exact pre-translated Online has statistical engines that can match for the specific segment in the translated in real time, provide “confidence indicators” on seg- precisely desired context. Otherwise, the ments, although it is reported to some- translation will by definition have some each task may be a dozen times give low scores to good segments degree of uncertainty associated with it words or less. that have low frequency statistically. — at least until such time as MT systems However, in addition to such confidence achieve reliability levels of magnitude indicators being produced, they must be greater than at present. made available to the downstream com- From the standpoint of the consumer digital realm to provide this index of ponent that is making use of its output. of the translation or some intermediary reliability? In other words, how is the Language professionals responsible who is organizing the translation pro- relevant metadata — that something was for polishing or post-editing the MT cess for whatever economic or idealistic translated, how it was translated and output are presumably using some sort reasons of his or her own, there is a what the presumed reliability is — car- of environment that can easily display trade-off between reliability and speed ried around and made accessible to the metadata such as the confidence indexes (and quality), which is driven by the information consumer? from the engine. If they are not, they application. For instance, it’s a reason- I have no definitive answer, but here are should switch to one with deeper MT able trade-off to decide to translate a a couple of suggestions. Perhaps the most integration. But merely knowing the Facebook status update at low reliability obvious is a pop-up or tooltip of some sort reliability of a translation and being able in order to achieve very high, nearly when the translated text is hovered over to make this information available to the instantaneous speed, presumably at very or otherwise pointed to. The tooltip could language professional or end consumer low or zero cost. In other cases, there contain information such as “Translated are not enough. Even if we choose to go may be a minimum threshold for reli- from the English by Google Translate: with an initial unreliable translation and ability, even if that increases the time estimated reliability 68%.” Other ideas claim that we’ve done our job by making necessary to get to the translated string. include distinguishing the text with colors sure the translator or consumer knows However, even in the case where one or other decorations such as distinctive that the translation is iffy, we would prefer not to stop there, but rather to continue — assuming the economic drivers pangea.com.MT of the translation, also known as “who’s The Statistical MT customization Company paying for it,” support it — translating it

ISO9001 - EN15038 into ever-increasing levels of quality. www.pangeanic.com In the early days of the web when people were using dial-up, there was a concept of progressive JPEGs based on multiple compression passes at progressively higher levels of detail, for large images to be displayed while downloading over a slow connection, allowing a reasonable preview after receiving only a portion of the data. In a similar vein, one could imagine the Facebook status update to initially display at low resolu- in association with TradeCenter, Profesor Beltrán Báguena 4, 46009 Valencia - Spain tion — in other words, a pure MT transla- Tel: +34 96 338 5771 - Fax: +34 96 338 5772 Valencia - Tokyo - Shanghai tion — and then to update itself, hopefully

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45-49 Myers #115.indd 46 9/22/10 9:12:05 AM Translation

in real time as the viewer views his or truly believe the world would come to an the majority of extant workflow engines. her friend’s page, to a higher resolution end if his or her latest status update was Finally, we must attempt to optimize the version with the benefit of some quick not blasted out to other Facebook com- efficiency of individual worksteps by crowdsourcing, let’s say. This implies patriots in their native languages in less assigning them to smarter, more produc- that when considering real-time transla- than ten seconds. This is the spectrum of tive workers and providing those work- tion, we may need to consider not just a “real-time-ness” that we discussed at the ers with richer environments in which to single quality/cost/turnaround outcome, beginning of the article. work. To summarize, real-time systems but potentially two or even more to be must be cloud-based, concurrent and accomplished in succession. This notion Getting to real time optimized. has actually already been implemented Whichever level of the hierarchy we For the traditional localization or in systems such as online support bases, — or rather a client or other initiator of translation company stuck in the past, where the first pass might be pure MT, the translation process — are shooting getting from here to there is going to be the second either additional post-editing for, there are some obvious inevitable a long, hard slog. No degree of optimiz- or human retranslation, driven by con- characteristics we can identify regarding existing manual sequential processes sumer feedback such as the frequency ing the relevant systems and processes. can reach true real-time translation. with which the page is viewed or page First, at least once the three-hour bar- Sorry, you’ve reached a brick wall here. quality ratings. rier or maybe even the 24-hour barrier The necessity of avoiding human is broken, no one has time to send files intervention is all the more crucial when Why real-time translation? here and there or run scripts or send you consider that the trend toward real- But reliability and confidence are e-mails or even stop and think, really. time translation is inevitably accompa- to some extent peripheral issues. Let’s Every second must be value-added. All nied by a reduction in the size of the return to a more basic question: What the assets must be in a single place in typical job or batch or task. After all, if are the factors that are converging today the sky available to whatever robot or I’m sending out content every day instead to drive the urgency of real-time transla- human needs to do something to them of every week, each day’s portion will be tion? To start, we may forget that there or with them. Second, to the extent only one-seventh as large. If I’m send- are still huge numbers of large software multiple processes are needed to get to ing out Facebook updates or tweets to be companies building those old-fashioned the required level of translation qual- translated in real time, each task may be desktop applications, which survive ity — whether it be T-E-P or MT-PE or a dozen words or less. Even web appli- for extremely good reasons, and they whatever model — those processes must cation updates, if they occur frequently, are eager for faster turnaround times be overlapped and pipelined, and this might be just a few hundred words. This in order to speed the cycle of building requires, on top of the assets being shared forces us to examine the assumption in and testing localized versions. Whether in the sky, a segment-level granularity of classic localization workflows that each the application is desktop-based or web- workflow allowing radical concurrency, batch is of a size that can support some based, faster turnaround has the effect a new workflow model not supported by level of overhead in multiple human of speeding time-to-market, which is a surprisingly strong driver of return on investment. For example, earlier time- to-market can accelerate the stream of upgrade fees, prevent end users from defecting to the competition and help attract new users. But in the context of applications and their interfaces, we are talking about turnaround times that are unlikely to need to go below three hours or even 24 hours. For such applications, this can be considered real time. Where we dip below the three-hour mark is with translation of what might be called content, although the bound- ary between content and applications is increasingly blurry. A company announc- ing a new alliance might want its press release translated within one hour. A news site posting breaking news about an earthquake might want the information available in reliably translated form in ten minutes. An obsessive Twitterer might feel his or her tweets deserve to be translated in one minute. And the Face- book addict we mentioned above might

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45-49 Myers #115.indd 47 9/22/10 9:12:06 AM Translation

handling steps and interventions. These The assignment problem engineer had to leave early to go to his new, smaller batches have been called To get to real time we need to identify or her child’s school event. Remember drips — as opposed to the classic drops each individual element in the workflow that this is not only a problem for tra- — and the ongoing series of drips is the and characterize its time impact — time ditional human-based translation, but stream, replacing the chunk. Not only spent in processing, hand-offs and equally for post-editing of MT content. can a drip not support ponderous human human handling — and figure out how A crucial challenge for the industry as it language processes, it cannot support to remove it. For instance, Hertz reen- moves toward real-time translation is to even the simplest human administrative gineered the process of getting people reduce friction through the SLV gateway or finance task. Just as micropayments into cars, which used to require waiting to near zero. This is not to say that SLVs are batched for efficiency in settlement, in line for an agent to give you the keys will not continue to play a critical role microchunks must also be batched for in our industry. How could they not purposes of administration and billing. do so? They know their country, their Another point well worth making is language, their market, their culture and that traditional measures of productiv- their freelance base. But this knowledge ity and expectations of turnaround in and the value that they provide based translation and localization projects on it and the compensation they receive have been polluted by the mixing in of for that value must be divorced from the one-time, start-up and ramp-up tasks physical, file-based workflow. and the associated costs. The industry Part of that workflow is assigning has done a poor job indeed in setting translators and editors. Currently, this is mutual expectations between parties at accomplished virtually without excep- each stage in the value chain for the cost tion via a human expert who knows and time involved in such tasks. There the freelancers, their availability, their is often an implicit assumption that skills, their dislikes, their track record, ramp-up is free and/or instantaneous. their daily schedules and their pec- After all, asks the client, if you’re a cadilloes. This human expert can and competent localization company, why must be replaced by a system that can can’t you start doing my stuff on Mon- automatically assign jobs based on day and have the first delivery back on extensive information about past work, Friday? The requirement for real-time Figure 1: Different crowd types. performance, experience, quality ratings translation forces us to confront and and productivities, doing this across distinguish one-time, preparatory tasks to the car, by simply putting the keys in multiple workers for large jobs and and explicitly allocate time and budget the car for you and letting you get in doing dynamic reassignments partway for them, whether they be related to your car and drive away, with a post- through when necessary. Such a system terminology, style, custom verification delivery sanity check at the exit gate. I could produce assignments that have rules, acquisition of resources, training recently discovered that this sanity check certain demonstrable statistical proper- of those resources or anything else. That does actually work when I accidentally ties, such as meeting predetermined is a good thing. Once the investment is hopped into the wrong car on a Hertz lot. quality requirements with, say, 95% agreed upon in terms of the time and Getting the renter into his or her car can confidence — or 98% if someone were money required by all parties, we can be easily equated to getting the work to available to pay extra money or willing move assets rapidly down the assembly the end-language worker. to accept lower quality to get the extra line with no unnecessary interruptions In the localization process in com- three points. except to re-ramp — retool the line mon use today by large multilanguage If doing this requires breaching — when requirements change. vendors (MLVs), language-specific work the inner sanctum of the SLV’s castle, is commonly done by single-language namely the confidentiality of its secret vendors (SLVs). This is increasingly pool of top freelancers, so be it. A secret the case as the number of languages pool is hardly of any value if the people that content is being translated into in it cannot be assigned quickly enough rises dramatically from the five or ten to satisfy the needs of the stakeholders in NXT Transit – just what of yesteryear to today’s 50 or 100 or the end-to-end translation process. There you need, when you even 150. No MLV can build offices or are plenty of ways for SLVs to monetize need it! even easily build freelance networks their value-added besides taxing every in every region of Africa or the Indian word or erecting tollbooths on the trans- subcontinent. The SLV layer constitutes lation roadway and making everyone the single most important challenge to stop to throw in their quarters. achieving real-time translation. Files go there and stop because there is a Which team? national holiday in Tajikistan. The pro- Our entire discussion thus far may be ject manager is sick. There is a glitch in overly focused on the model of a small STAR Group Webshop Group STAR shop.star-group.net the mail server. A day is lost when the number of relatively highly-qualified

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professional language workers forming to be in error must be rerouted to the lan- or, preferably in the spirit of more pre- the pool from which a team is selected. Of guage workers. How can an industry that cisely mapping compensation to value, a course, that model is and will remain the at least pays lip service to the notion of retainer or availability premium charged most appropriate for certain categories of interoperability and standards have failed by the hour. It will also likely be neces- translation and localization. so miserably to establish a standard for sary to widen the geographical spread But as anyone who has thought about error detection rules and interfaces for of freelance translators to ensure access crowdsourcing is perfectly aware, there error detection engines? Such work will be to an English > French translator even are alternative models where the pool is key to raising quality levels, especially as after the City of Light has gone to bed. formed, along various dimensions, by the the pool of workers expands to those who It may also be necessary for the indi- crowd. Here it is important to distinguish don’t have error rules burned into their vidual translator to change the way he between different flavors of crowds (Figure fingertips. To put it another way, better or she works. Starting from the top of 1). The Preselected Expert Team is perhaps standardized, extensible error checking a document and working slowly down closest to the types of teams that a big allows for the use of wider resource pools, through it at high-quality levels increase language service provider would currently which in turn reduces costs and improves the risk that the deadline might come deploy to translate, say, a large specialized turnaround closer to real-time levels. and go while still in the middle of the software application. The Specialist Com- The move toward real-time transla- document with nothing to deliver. It munity differs in that it is broader and may tion also has certain implications for may be better for the translator to do a be less eager to be compensated monetarily the end-translator or post-editor. He or series of passes through the document, at a level which would support them. she will be required to be in an always- an initial lower-quality pass, followed Pointy Heads are the equivalent in their on mode, to receive and start work on by additional polishing and rewriting domain of Linux geeks, and the Unwashed requests in five minutes rather than 30 passes, so when the deadline comes there Masses are those on whom we would call or a 120. In one real-time translation is at least something to deliver. Of course, to translate those crucial tweets. scenario I’m personally familiar with, the ability offered by the inspiring latest As the pool of available resources the maximum expected end-to-end turn- generation of completely online transla- increases, there are certain statistically around for translation on alerts about tion environments to monitor segment- predictable effects on both the expected breaking financial news and its possible by-segment progress, and if necessary turnaround (both time-to-assignment and impact on stock prices was 90 minutes. reassign work from one translator to time-to-completion) and cost. I am not an The time-to-assignment and time-to- another at the segment level, could make economist and am not acquainted with the start-of-translation could not exceed this less of an issue. models that could predict the magnitude of five minutes, requiring the translator to As end-to-end processes morph and those effects. Doubling the size of the avail- either be sitting at his or her computer evolve, hopefully faster than they have able pool might have only a marginal effect to get the urgent pop-up in the corner of to date, to better meet the needs of the on time-to-assignment, perhaps reducing it the screen or to have a phone with him range of constituencies in the transla- by 10%. Still, every little bit counts. The or her when walking the dog so as to be tion task, nexuses of value creation will impact of larger pool sizes on cost could be able to receive the text message request appear, disappear and shift. The wise more dramatic, especially when combined — having planned the walk with the dog will navigate these shifting sands with with methodologies such as staggered auc- so as to be able at any point to get back care. What will indisputably continue tions or incremental pool widening, also home in front of the computer within to grow is the value of and rewards for known as “waiting a bit before you give it five minutes. Yes, it may be necessary designing, creating, deploying and man- to the really expensive guy.” to compensate the translator/post-editor aging the technologies, processes and for offering this level of responsiveness, resources needed to truly deliver on the Quality and real-time-ness either in the form of a higher unit rate promise of real-time translation. M Quality and real-time-ness go hand- in-hand. The additional review, error checking and retranslation steps that currently contribute to quality run counter to the real-time objective. All else being equal, running assets faster through the factory could actually increase the need for such time-consuming quality steps. Our language industry has worked hard to define error measurement frameworks and build error-checking tools, but the fruits of all these efforts remain elusive. Dozens of different translation environments all have their own ad hoc hard- wired rules. People fill in Excel sheets to count error categories. Error-checking is separated in space and time from the language worker, and the materials found

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45-49 Myers #115.indd 49 9/22/10 9:12:10 AM Who decides translation quality? Translation Wayne Bourland

If you have been in the localization industry The yellow brick road to quality for more than a day or two, you have heard talk Many of us are responsible for delivering emphatic content of the translation trinity: cost, time and quality. — content that requires an emotional connection with the customer, a step up from simply being able to understand the text. ICosts have been moving towards commodity With this increased quality need, we have implemented a num- status for some time, and the industry has made ber of quality assurance (QA) steps to give us confidence in the good strides in shifting to a continuous process, quality of our content. Suppliers, with a few notable exceptions, have been quick to adopt these practices, developing value- but quality is still a conundrum for many of us. added QA services to meet the growing client demand. With Unfortunately, I think we have been straying a each big escalation or high profile faux pas, we have bolted little from the path when attempting to solve on additional QA steps, reporting, scorecards, you-name-it, to it, forgetting the most important factor in the reassure our stakeholders (internal customers) and ourselves that we are delivering the best possible translation quality. discussion: the customer. Not the translation At Dell, we went through just such a process transformation. buyer, not the client, but rather the person on We first instituted internal reviewers who checked the quality the other side of the computer screen, market- of content coming from the translation agency, maintained ing copy or user manual — the person we are glossaries, developed style guides and managed poor translator performance. It was very successful, and we were able to creating content for in the first place. expand our footprint rapidly across the company, bringing web content and marketing into the fold. We were feeling good All of the scorecards, linguistic analysis and BLEU (Bilingual about what we had accomplished. We quickly outpaced the Evaluation Understudy) scores in the world are meaningless if bandwidth of our internal reviewers and augmented them with the end customer is unhappy with translated content quality. outsourced reviewers from a translation agency. We continued Conversely, if the content contains a few mistranslations that to market the team internally, selling the benefits of centraliza- the customer never notices, why do I care what Linguist B tion with our quality program center stage, and new stakehold- thought of Translator A’s work? The real questions are “How is ers came in droves. Then the recession hit. The game changed. quality defined?” and “Who decides it?” It no longer made sense to employ internal reviewers — it probably never did — and we outsourced the entire QA operation to an agency. We evolved the team, a smaller team focused on Wayne Bourland, senior manager, Dell managing agencies, process and internal stakeholder relations, Global Localization Team, is recognized but the QA process remained essentially the same. Fast forward in both the content management and to today, when my team is responsible for translating more localization industries as an agent for content in a week than we did our entire first year. We have a change, driving innovation and process robust and mature process; we meet routinely with other cli- efficiencies across global organizations. ents in the industry to share best practices. Behind the scenes,

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though, internal quality escalations are improvement programs, we have already based on. With recognized savings from on the rise, and we are spending too been able to reduce our review percent- the initial review reductions, we can invest much of our overall localization budget age down from 100% to below 80%. We in formal usability studies, customer sur- on QA. Somewhere along the way, we started by focusing on historically strong veys and source content management. took a wrong turn. We thought trans- performing languages, those languages (With all of the efficiencies squeezed out lator performance was an indicator of with few to no scorecard failures in the of the downstream processes, the logical user acceptance. We thought our quality past quarter, and reducing review for those step is to move upstream into the author- scorecards proved that we were deliver- languages down to 50% for some and as ing processes, but that is another article for ing unquestionable quality. We forgot another day.) Since we had for some time that trend charts and error points can- been capturing, trending and root causing not measure customer perception, and Any quality program that internal stakeholder escalations, customer we are not alone. feedback was our last remaining piece of does not take into consid- the quality triangle. Knowing going into Perceived, not achieved it that usability studies would be expen- Of course, there is nothing wrong with eration the end user is only sive, we devised a two-pronged approach. our current quality program. We send seeing part of the picture We would conduct usability studies on a marketing and Dell.com content through couple of languages a couple of times a an independent quality review phase; we and maybe not even the year and augment them with customer sample and score our translation agen- right part. surveys. This allows us to get the vital cies on a weekly basis for each language end-customer feedback, while still deliver- using modified LISA QA standards; and ing overall savings from our translation we have proactive and reactive processes low as 20% for those that are less strategic. review reduction program. Recruiting help in place to manage quality. However, As we identify and address problematic from usability experts within the company there is a single commonality among all languages, we foresee reducing our overall would ensure that our customer surveys of these processes — the linguist. Lin- review program to only 20% of all trans- would align with the usability studies that guists are at the core of how we evaluate lated content, significantly reducing our we developed with an outside agency. translation quality. Linguists determine overall spend on QA. Concurrently, we what is right and what is appealing. Am have been championing enhancements Customers just I saying that linguists are unqualified to our translation management system to want ‘good enough’ to perform this task or that they are not allow us to move away from the sampling The results of the usability study and performing to expectations? No, but we methodology used today and instead derive surveys were surprising. Internal stake- have to ask ourselves if the average lin- scorecards from information captured dur- holder feedback tells us that our qual- guist represents the average customer. Is ing the review process, greatly increasing ity metrics are wrong and that quality is the average linguist looking at the trans- the amount of data our scorecards are not meeting expectations. Our natural lated copy in the same way the average customer would? Again, the answer is no, and herein lies the problem. We cannot expect linguistic assessment to tell KILGRAY TRANSLATION TECHNOLOGIES WWW.KILGRAY.COM [email protected] us how well received our content will be. We can use it to judge the linguis- the power of collaborative tic capabilities of our translators and processes. That is valuable, but it is not translation enough and does not give us a holistic picture of quality. Quality is perceived, not achieved. We need to understand customer perception. We need to design a process that uses linguistic assessment as only one side of the translation quality triangle. Doing this, we can lessen our reliance on traditional QA methods and reallocate some of those cost savings to measuring the other sides of the quality triangle: customer perception and stakeholder expectations. Building the quality triangle is not hard, but it does take some thought and planning. Assuming that most organizations do not have extra localization dollars available, the first step is to shift QA spending. By initiating quality thresholds and rigorous

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assumption is that customer feedback they are less concerned with and often- who likely know little of their customers’ would further validate the internal times overlook small translation errors perceptions and expectations. Should feedback. In reality, customers generally such as misspellings or the wrong word we move away from quality review and disagree with our internal stakeholders, choice. They are much more forgiving scorecards and ignore the clamor of our and what’s more, they disagree with our than our internal stakeholders and are stakeholders? No, we should continue quality metrics. As those two perspec- seemingly unconcerned with the issues to leverage all of these assets, just in a tives are contradictory, it must sound that reviewers spend the majority of their more balanced fashion and with an eye counterintuitive that customer perception time addressing. We find that most con- towards the customer. Had we not had a matched neither. Customers tell us that sumers expect some mix of English and review process or had we not heeded the local language, at least in the technology concerns of our stakeholders, we prob- sector, but are offended when the wrong ably would not have the overall positive language shows up on the page, such as reaction from surveyed customers that Italian on the German page. They expect we do. Our internal stakeholders should that companies know their local market hold us to a higher standard; it is their and make an effort to provide good qual- customers we are serving. Our translators ity content, but do not expect perfection. and reviewers should hold each other For many business customers, site layout accountable for misspellings and poor and ease of navigation are much more grammar; we would never want to pay important than the quality of the transla- for less than their best. Ultimately, the tions, assuming the translation is at least buyer has to consider all of these views “good enough” to be understood easily. and ensure that we are getting what we pay for and that we are paying for the Who decides right services. With the data triangulated, we can Back to the original question: Who now develop a strategy for translation decides if the translation quality is accept- quality that balances our budget with able? We all do, but only if that “all” the expectations of our stakeholders and includes our end customers. Any quality the needs of our customers in mind. We program that does not take into consid- are empowered to make decisions based eration the end user is only seeing part on an understanding of our constituents of the picture and maybe not even the versus following in the footsteps of others right part. M Expertise & innovation Percentages: 96.4 96.6 96.8 97 97.2 97.4 97.6 97.8 98 98.2 98.4 98.6 98.8 99 99.2 99.4 99.6 99.8 100 The benchmark in legal & Finnish Polish Stakeholder Quality Escalations financial translation Portuguese Language #Escalations Dutch French 9 Latin Amer. Spanish Customised multilingual Hungarian German 7 Korean European Spanish 6 projects Arabic Japanese 5 Turkish Italian 3 Worldwide locations Canadian French Dutch 3 Norwegian Czech 2 Greek Unbeatable turnaround Brazilian Portuguese 2 Swedish Norwegian 1 Taiwan Chinese Czech Swedish 1 24/7 service Danish Danish 1 Japanese Russian 1 French Hebrew 1 German Arabic 1 European Spanish Simplified Chinese 1 Simplified Chinese Korean 1 Hebrew Pass Brazilian Portuguese French Canadian 1 Thai Russian Italian Fail Romanian Traditional Chinese

Quality metrics relate to pre-review vendor quality and are therefore not customer/stakeholder-facing. www.mc-lehm.com Overall quality above standard Translation issues identiﬁed and ﬁxed in LQS review

The mismatch between linguistic scores and stakeholder escalations clearly highlights the need to triangulate quality data vs. relying solely on QA scores to set strategy.

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50-52 Bourland #115.indd 52 9/22/10 9:13:32 AM Basics Basic terminology

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

Bilingual Evaluation Understudy (BLEU). An algorithm eXtensible Markup Language (XML). A programming for evaluating the quality of text that has been machine- language/specification pared down from SGML, an interna- translated from one natural language to another. Quality is tional standard for the publication and delivery of electronic considered to be the correspondence between a machine’s information, designed especially for web documents. output and that of a human. The closer that a machine globalization (g11n). In this context, the term refers to translation is to a human translation, the better it is. BLEU the process that addresses business issues associated with was one of the first metrics to achieve a high correlation launching a product globally, such as integrating localization with human judgments of quality and remains one of the throughout a company after proper internationalization most popular. Scores are calculated for individual translated and product design. segments — generally sentences — by comparing them with gross domestic product (GDP). One of the measures of a set of good quality reference translations. Those scores national income and output for a given country’s economy. are then averaged over the whole corpus to reach an esti- The most common approach to measuring and quantifying mate of the translation’s overall quality. Intelligibility or GDP is the expenditure method: GDP = consumption + gross grammatical correctness is not taken into account. investment + government spending + (exports - imports). computer-aided translation (CAT). Computer techno- internationalization (i18n). Especially in a computing logy applications that assist in the act of translating text context, the process of generalizing a product so that it from one language to another. can handle multiple languages and cultural conventions (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 of data. CMSs were not originally designed to synchronize localization (l10n). In this context, the process of adapting translation and localization of content, so most of them have a product or software to a specific international language or been partnered with globalization management systems. culture so that it seems natural to that particular region. True localization considers language, culture, customs and the char- crowdsourcing. The act of taking a task traditionally acteristics of the target locale. It frequently involves changes performed by an employee or contractor and outsourcing it to the software’s writing system and may change keyboard use to an undefined, generally large group of people, in the form and fonts as well as date, time and monetary formats. of an open call. For example, the public may be invited to machine translation (MT). A technology that trans- develop a new technology, carry out a design task, refine lates text from one human language to another, using an algorithm, or help capture, systematize or analyze large terminology glossaries and advanced grammatical, syntactic amounts of data. and semantic analysis techniques. dubbing. In filmmaking, the process of recording or netizen. A blend of internet and citizen, a person actively replacing voices for a motion picture. The term is most involved in online communities. Netizens use the internet commonly used in reference to voices recorded that do not to engage in activities of the extended social groups of the belong to the original actors and speak in a different lan- web — for example, giving and receiving viewpoints, furnish- guage than the actors are speaking. ing information, fostering the internet as an intellectual and

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social resource, and making choices for the self-assembled a sentence-by-sentence basis. The database matches source communities. Generally, a netizen can be any user of the to target language pairs. worldwide, unstructured forums of the internet. Translation Memory eXchange (TMX). An open stan- pseudo-translation. Similar to a test run that seeks to dard, based on XML, that has been designed to simplify and copy the translation process rather than actually produce a automate the process of converting translation memories translation. A text string is taken and put through a transla- from one format to another. tion-like process that alters it and produces a new string. The translation unit (TU). A segment of text that the trans- text string is frequently changed as a result of this process, lator treats as a single cognitive unit for the purposes of so pseudo-translation is done to illustrate the potential prob- establishing an equivalence. The translation unit may be lems that may occur when the translation is actually done. a single word, a phrase, one or more sentences, or even a quality assurance (QA). The activity of providing evidence larger unit. needed to establish confidence among all concerned that quality-related activities are being performed effectively. All Unicode. The Unicode Worldwide Character Standard those planned or systematic actions necessary to provide (Unicode) is a character encoding standard used to repre- adequate confidence that a product or service will satisfy sent text for computer processing. Originally designed to given requirements for quality. QA covers all activities from support 65,000, it now has encoding forms to support more design, development, production and installation to servic- than one million characters. ing and documentation. voice-over. Refers to a production technique where a return on investment (ROI). In finance, the ratio of money disembodied voice is broadcast live or pre-recorded in radio, gained or lost on an investment relative to the amount of money television, film, theater and/or presentation. The voice-over invested. The amount of money gained or lost may be referred may be spoken by someone who also appears on-screen in to as interest, profit/loss, gain/loss or net income/loss. other segments or it may be performed by a specialist voice actor. rule-based machine translation (RBMT). The application of sets of linguistic rules that are defined as correspondences between the structure of the source language and that of the Resources target language. The first stage involves analyzing the input text for morphology and syntax — and sometimes semantics ORGANIZATIONS — to create an internal representation. The translation is then American Translators Association (ATA): www.atanet.org; and generated from this representation using extensive lexicons its Language Technology Division: www.ata-divisions.org/LTD with morphological, syntactic and semantic information, and Project Management Institute: www.pmi.org large sets of rules. Translation Automation User Society (TAUS): simship. A term used to refer to the simultaneous ship- www.translationautomation.com ment of products, usually software, in different languages or with other distinguishing differences in design. PUBLICATIONS source language (SL). A language that is to be trans- Ethnologue: Languages of the World (15th edition), Raymond G. lated into another language. Gordon, Jr.: www.ethnologue.com/print.asp The Guide to Translation and Localization, statistical machine translation (SMT). A machine trans- published by Lingo Systems: www.lingosys.com lation paradigm where translations are generated on the Index of Chinese Characters With Attributes, George E. Bell, basis of statistical models whose parameters are derived 2006: www.multilingual.com/eBooks from the analysis of bilingual text corpora. SMT is the Globalization Handbook for the Microsoft .NET Platform, Parts I - IV, translation of text from one human language to another Bill Hall, 2002-2006: www.multilingual.com/eBooks by a computer that learned how to translate from vast Translation: Getting It Right, published by the ATA: amounts of translated text. www.atanet.org/docs/getting_it_right.pdf target language (TL). The language that a source text is Translation: Standards for Buying a Non-Commodity, published by being translated into. the ATA: www.atanet.org/docs/translation_buying_guide.pdf translation. The process of converting all of the text or words from a source language to a target language. An REFERENCES understanding of the context or meaning of the source lan- CIA World Factbook: https://www.cia.gov/library/publications/ guage must be established in order to convey the same mes- the-world-factbook sage in the target language. Omniglot — Writing Systems & Languages of the World: translation memory (TM). A special database that stores www.omniglot.com previously translated sentences which can then be reused on Unicode, Inc.: http://unicode.org

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53-54 Basics #115.indd 54 9/22/10 9:14:31 AM Buyer’s Guide ASSOCIATIONS 55 AUTOMATED TRANSLATION 55 CONFERENCES 55 DESKTOP PUBLISHING 55 SSOCIATIONS ONFERENCES A C ENTERPRISE SOLUTIONS 55 Globalization and Localization Association INTERNATIONALIZATION TOOLS 56 Description The Globalization and Localization Association is a fully representative, nonprofit, international industry LOCALIZATION SERVICES 56 association for the translation, internationalization, local- MULTILINGUAL SOFTWARE 58 ization and globalization industry. The association gives members a common forum to discuss issues, create innova- Localization World NONPROFIT ORGANIZATIONS 58 tive solutions, promote the industry and offer clients unique, Description Localization World conferences are dedicated SPEECH TECHNOLOGIES 58 collaborative value. to the language and localization industries. Our constituents Globalization and Localization Association 23 Main Street, are the people responsible for communicating across the TRANSLATION MGMT SYSTEMS 59 Andover, MA 01810, 206-329-2596, Fax: 815-346-2361, E-mail: boundaries of language and culture in the global marketplace. RANSLATION ERVICES [email protected], Web: www.gala-global.org International product and marketing managers participate in T S 59 Localization World from all sectors and all geographies to TRANSLATION TOOLS 61 meet language service and technology providers and to network with their peers. Hands-on practitioners come to share The software platform incorporates translation memory their knowledge and experience and to learn from others. See storage and retrieval, terminology management, machine TAUS our website for details on upcoming and past conferences. translation, project management and workflow engine, all Description TAUS is a think tank for the translation industry, Localization World Ltd. 319 North 1st Avenue, Sandpoint, ID 83864, sitting on top of a massive data warehouse of centralized lan- undertaking research for buyers and providers of translation 208-263-8178, Fax: 208-263-6310, E-mail: info@localizationworld .com, Web: www.localizationworld.com See ad on page 3 guage data. We deliver our software to our customers in a tra- services and technologies. Our mission is to increase the size ditional enterprise software install and software-as-a-service and significance of the translation industry to help the world (SaaS) model via the web. In many ways, we’re enterprise communicate better. To meet this ongoing goal, TAUS sup- DESKTOP PUBLISHING software with a social twist. We’re focused on delivering com- ports entrepreneurs and principals in the translation industry mercial grade productivity software to companies to engage to share and define new strategies through a comprehensive their social and customer networks. program of events, publications and communications. Lingotek 15 Scenic Pointe Drive, Suite 325, Draper, UT 84020, TAUS Oosteinde 9-11, 1483 AB De Rijp, The Netherlands, 31-299-672- 877-852-4231, 801-727-1580, Fax: 801-727-1581, E-mail: sales 028, E-mail: [email protected], Web: www.translation @lingotek.com, Web: www.lingotek.com See ad on page 17 automation.com Your closest DTP team wherever you are AUTOMATED TRANSLATION Languages 70+ including Middle Eastern and Asian languages Description Global DTP, s.r.o., based in the Czech Republic, offers professional multilingual desktop publishing and media engineering solutions to the localization industry. Since Advanced Leveraging Translation Memory 2003, we have been delivering high-quality, cost-effective ser- Multiple Platforms vices worldwide. With extensive localization experience and Languages All Unicode languages Description MultiCorpora, knowledge of the pre-press, media and publishing industries, celebrating ten years as the language technology experts, is our team of 20 in-house professionals handles more than 400 dedicated to providing language technology solutions to Human Language Technologies enterprises, language service providers and governments. Its Multiple Platforms projects every year. Our core services are multilingual desk- flagship product, MultiTrans, pioneered the advanced lever- Languages Arabic, Bahasa, Dari, Dutch, Egyptian dialect, top publishing and Flash, video and HTML engineering. aging TM concept that features hassle-free document pair English, Farsi/Persian, French, German, Hebrew, Iraqi dia- Global DTP, s.r.o. Videnska 125a, 619 00 Brno, Czech Republic, alignment, recycles past translations with context at a granu- lect, Italian, Japanese, Korean, Pashto, Polish, Portuguese, 420-533-440-021, E-mail: [email protected], Web: www.global- lar level and provides an on-the-fly view of how ambiguous Russian, Simplified Chinese, Spanish, Tagalog, Traditional dtp.com See ad on page 49 terms were previously translated. MultiTrans is an innova- Chinese, Turkish, Ukrainian, Urdu Description AppTek is tive client-server application with a best-in-class terminol- a developer of human language technology products with NTERPRISE OLUTIONS ogy management system, designed to transform translation a complete suite for text and speech (voice) processing and E S expenses into a growing repository of reusable assets. The recognition. AppTek’s product offerings include hybrid (rule- Translation Bureau of Canada, UNESCO, Toys “R” Us, Kraft, based + statistical) machine translation (MT) and automatic HSBC and many others have selected MultiTrans as their speech recognition (ASR) for a growing list of more than multilingual asset management solution. 23 languages; multilingual information retrieval with query MultiCorpora 102-490 St. Joseph Boulevard, Gatineau, Quebec, and topic search capabilities; name-finding applications; and Across Systems J8Y 3Y7 Canada, 819-778-7070, 877-725-7070, Fax: 819-778- integrated suites providing ASR and MT in media monitor- Multiple Platforms 0801, E-mail: [email protected], Web: www.multicorpora.com ing of broadcast and telephony speech, as well as handheld Languages All Description Across Language Server is the See ad on page 44 and wearable speech-to-speech translation devices. world’s leading independent linguistic supply chain tech- AppTek 6867 Elm Street, Suite 300, McLean, VA 22101, 703-394-2317, nology. It provides a central software platform for corporate Fax: 703-821-5001, E-mail: [email protected], Web: www.apptek.com language resources and translation processes. The all-in-one enterprise solution includes a translation memory, a terminology system, and powerful PM and workflow control tools. It allows end-to-end processing so that clients, LSPs and translators collaborate seamlessly. Open interfaces enable STAR Group the direct integration of CMS or ERP solutions, among oth- Multiple Platforms ers. Across clients access the Language Server via LAN, WAN Languages All Description STAR Group was founded in KCSL Inc. or web, or as a hosted service. Across customers include Switzerland 26 years ago with the exclusive focus of facili- Languages All Description KCSL has developed many suc- Volkswagen, HypoVereinsbank, SMA Solar Technology and tating cross-cultural technical communications in all lan- cessful commercial products, including international spell hundreds of other leading companies. guages. The company has grown to be the largest privately and grammar checkers, electronic references, and multi- Across Systems GmbH D-76307 Karlsbad, Germany, 49-7248-925- held multilingual information technology and services lingual search engines. Licensing to hundreds of entities, 425, E-mail: [email protected] company in the world with 42 offices in 32 countries. Its including Microsoft, Hewlett-Packard and the Canadian Across Systems Inc. Glendale, CA 91203, 877-922-7677, E-mail: advanced technology developments have propelled STAR to government, has created a worldwide user base of over 200 [email protected], Web: www.across.net See ad on page 64 its current market position. Core services: information man- million people. Integrating natural language processing, mul- agement, translation, localization, publishing, on-demand tilingual search and statistical methods, NoBabel™ Translator printing, consulting. Core technologies: Transit (translation is a major breakthrough in computer-aided translation. memory), TermStar/WebTerm (terminology management), Without human interaction, NoBabel creates new translation GRIPS (product information management), MindReader memories (TMs) as well as cleans, grades and increases lever- (context-sensitive authoring assistance), STAR CLM (corpo- aging of existing TMs. Automatic and accurate, the easy-to- rate language management), STAR CPM (corporate process use NoBabel Suite maintains a familiar work environment. Lingotek Collaborative Translation Platform management), i-KNOW (competence management), and With NoBabel you lower costs and increase productivity. Multiple Platforms SPIDER (Interactive Electronic Technical Manual). KCSL Inc. 150 Ferrand Drive, Suite 904, Toronto, Ontario, M3C 3E5 Languages Supports all language pairs Description Lingotek STAR Group Wiesholz 35, 8262 Ramsen, Switzerland, 41-52- Canada, 416 -222-6112, Fax: 416-222-6819, E-mail: customer_info is a software company in Salt Lake City, Utah. We have 742-9200, 216-691-7827, E-mail: [email protected], Web: @kcsl.ca, Web: www.kcsl.ca See ad on page 37 developed the world’s first Collaborative Translation Platform. www.star-group.net See ads on pages 12, 19, 41, 48

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American, USA and Neutral) and the other languages spoken INTERNATIONALIZATION TOOLS in Spain (Catalan, Basque and Galician). Services range from translation and localization to engineering, testing, DTP and consulting. Specialization fields are software localization, technical and telecom documentation, ERP, automotive and Beijing E-C Translation Ltd. related marketing material. We have all commercially avail- Languages Asian Description Beijing E-C Translation Ltd., able tools and experience using many different proprietary one of the largest localization and translation companies in customer platforms and solutions; internal workflow portal- Advanced Leveraging Translation Memory China, focuses mainly on software and website localization; based tools to reduce management costs and increase quality, Multiple Platforms technical, financial, medical, patent and marketing transla- consistency and on-time deliveries; and continuous support Languages All Unicode languages Description MultiCorpora, tions; and desktop publishing services. We use TRADOS, to the client PMs and process optimization to achieve the best celebrating ten years as the language technology experts, is SDLX, CATALYST, TTT/PC, STAR Transit, Robohelp, project results and establish long-term honest partnerships. dedicated to providing language technology solutions to FrameMaker, PageMaker, InDesign, QuarkXPress, MS Office iDISC Information Technologies Passeig del progrés 96, 08640 enterprises, language service providers and governments. Its and other graphic and DTP tools. Having more than 150 full- Olesa de Montserrat, Barcelona, Spain, 34-93-778-73-00, Fax: 34- flagship product, MultiTrans, pioneered the advanced lever- time employees located in Beijing, Taipei, Singapore, Seoul, 93-778-35-80, E-mail: [email protected], Web: www.idisc.es aging TM concept that features hassle-free document pair Shanghai, Hong Kong, Shenyang and Chengdu, we can han- alignment, recycles past translations with context at a granu- dle English/German into and from Simplified Chinese/Trad- lar level and provides an on-the-fly view of how ambiguous itional Chinese/Japanese/Korean/Thai. We guarantee that terms were previously translated. MultiTrans is an innova- clients’ projects will be handled not only by native speakers, tive client-server application with a best-in-class terminol- but also by topic specialists. Clients can expect and will ogy management system, designed to transform translation receive high-quality services, on-time delivery and low cost. expenses into a growing repository of reusable assets. The Beijing E-C Translation Ltd. 2nd Floor, Hua Teng Development Translation Bureau of Canada, UNESCO, Toys “R” Us, Kraft, Interpro Translation Solutions Building, No. 23, Xi Huan Bei Road, BDA, Beijing Economic- Languages All modern languages Description Since 1995, HSBC and many others have selected MultiTrans as their Technological Development Zone, Beijing 100176, P.R. China, 86- Interpro Translation Solutions has been providing world- multilingual asset management solution. 10-67868761, Fax: 86-10-67868765, E-mail: service@e-cchina class language translation, software and web content localiza- MultiCorpora 102-490 St. Joseph Boulevard, Gatineau, Quebec, .com, Web: www.e-cchina.com J8Y 3Y7 Canada, 819-778-7070, 877-725-7070, Fax: 819-778- tion, desktop publishing and project management solutions, 0801, E-mail: [email protected], Web: www.multicorpora.com enabling our clients to deliver multilingual products to their See ad on page 44 global audiences. Adapting products, services and corporate messaging to each potential target market’s language requires an experienced team of professionals in order to get LOCALIZATION SERVICES it done right the first time because you don’t always get a Binari Sonori second chance. Our mission is to assist our clients in gaining Description Binari Sonori is a leading provider of interna- revenue, market share and user satisfaction by providing the tional media localization services since 1994, with a unique highest quality and most comprehensive language services team of project managers, studios, engineers and selected lin- available in the market. guists spread over 30 countries worldwide. Solid procedures Interpro Translation Solutions 4200 Commerce Court, Suite 204, and transparent relationships with clients guarantee high Lisle, IL 60532, 630-245-7150, Toll-free: 877-232-3277, Fax: 630- quality of text, audio and video, timeliness and flexibility. 245-7155, E-mail: [email protected], Web: www.interproinc.com ADAPT Localization Services We are accustomed to working for global companies that Languages More than 50 Description ADAPT Localization need to reach a broad range of markets with their media and Services offers the full range of services that enables clients entertainment products. Specialized support for any media to be successful in international markets, from documen- localization activity, from effective audio localization to tation design through translation, linguistic and technical international content creation. Highly professionalized one- localization services, pre-press and publication management. stop shop supporting today’s media localization projects. Serving both Fortune 500 and small companies, ADAPT Binari Sonori S.r.l. Viale Fulvio Testi, 11, 20092 Cinisello Balsamo, has gained a reputation for quality, reliability, technological Milano, Italy, 39-02-61866-310, Fax: 39-02-61866-313, E-mail: competence and a commitment to customer service. Fields [email protected], Web: www.binarisonori.com See ad on of specialization include diagnostic and medical devices, page 10 IT/telecom and web content. With offices in Bonn, Germany, Stockholm, Sweden, and Barcelona, Spain, and a number of certified partner companies, ADAPT is well suited to help clients achieve their goals in any market. ADAPT Localization Services Clemens-August-Strasse 16-18, 53115 Bonn, Germany, 49-228-98-22-60, Fax: 49-228-98-22-615, E-mail: [email protected], Web: www.adapt-localization.com EuroGreek Translations Limited See ad on page 38 Language Greek Description Established in 1986, EuroGreek Translations Limited is Europe’s number one Greek localizer, specializing in technical and medical translations from English into Greek and Greek into English. EuroGreek’s aim is to provide high-quality, turnkey solutions, encompassing a whole range of client needs, from plain translation to desktop/web publishing to localization development and testing. Over the years, EuroGreek’s services have been extended to Alliance Localization China, Inc. (ALC) cover most subject areas, including German and French into Languages Major Asian and European languages Description Greek localization services. All of EuroGreek’s work is pro- ALC offers document, website and software translation and duced in-house by a team of 25 highly qualified specialists localization, desktop publishing, and interpreter services. and is fully guaranteed for quality and on-time delivery. We focus on English, German and other European languages EuroGreek Translations Limited to and from Chinese, Japanese, Korean and other Asian London 27 Lascotts Road, London, N22 8JG UK Athens EuroGreek House, 93 Karagiorga Street, Athens 16675, languages. We use TRADOS, CATALYST, SDLX, Transit Greece, 30-210-9605-244, Fax: 30-210-9647-077, E-mail: production@ and other CAT tools, as well as DTP tools including Corel- eurogreek.gr, Web: www.eurogreek.com See ad on page 35 DRAW, FrameMaker, FreeHand, Illustrator, InDesign, Page- Maker, Photoshop and QuarkXPress. Our customer-oriented approach is supported by strong project management, a team of specialists, a large knowledge base and advanced methodologies. We always provide service beyond our customers’ expectations at a low cost and with high quality, speed, dependability and flexibility. iDISC Information Technologies Alliance Localization China, Inc. Suite 318, Building B, Number 10 Languages Spanish (all variants), Catalan, Basque, Galician Xing Huo Road, Fengtai Science Park, Beijing 100070, P.R. China, 86- Description iDISC, established in 1987, is a privately-held 10-8368-2169, Fax: 86-10-8368-2884, E-mail: customer_care@ translation company based in Barcelona that focuses on allocalization.com, Web: www.allocalization.com localization into all variants of Spanish (European, Latin

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Punjabi, Russian, Thai, Turkish, Urdu and Vietnamese Moravia Worldwide Description LinguaGraphics is a leading provider in the USA 199 East Thousand Oaks Boulevard, Thousand Oaks, CA 91360, area of multilingual desktop publishing and web/soft- 805-557-1700, 800-276-1664, Fax: 805-557-1702, E-mail: info@ ware/Flash localization engineering. Our seasoned DTP moraviaworldwide.com, Web: www.moraviaworldwide.com Asia 86-25-8473-2772, E-mail: [email protected] The Greek, Bulgarian, Romanian, Turkish partner professionals and localization engineers are working with the Europe 420-545-552-222, E-mail: [email protected] latest tools on top-of-the-line equipment to produce a wide Ireland 353-1-216-4102, E-mail: [email protected] Languages Greek, Bulgarian, Romanian, Turkish, French, range of projects in InDesign, FrameMaker, QuarkXPress, Italian, German, Spanish, English Description Intertrans- Japan 81-3-3354-3320, E-mail: [email protected] Photoshop and Flash. We specialize in typesetting high-end See ad on page 21 lations Ltd is a leading Greek translation and localiza- marketing and communications-type material in difficult tion service provider, established in 1995, with extensive and rare languages at very competitive rates. For a quote on experience in medical and pharmaceutical products and your next project, please visit us at www.linguagraphics.com. equipment, legal, financial, mechanical, automotive, engi- You have our word that we will never compromise on quality Your Vision. Worldwide. neering, electrical, technical, software, media and market- and do the utmost to make your project a success. ing, tourism, health and nutrition, the food industry and so LinguaGraphics, Inc. 194 Park Place, Brooklyn, NY 11238, 718- on. Among the tools used to ensure the quality of our pro- 623-3066, 718-789-2782, E-mail: [email protected], Web: Worldwide Localization and Translation jects are TRADOS, Transit, SDLX and other CAT tools and www.linguagraphics.com Languages 60+ Description Net-Translators specializes in for DTP, InDesign, PageMaker, Photoshop, QuarkXPress, software localization and translation into more than 60 lan- Illustrator, CorelDRAW and FrameMaker. We proudly have guages. Our localization, internationalization and multilin- acquired the following certifications: ISO 9001:2000, DIN gual testing services instill the confidence that the product is EN 15038:2006-08 and are members of ATC, GALA and accurately and consistently localized, translated and tested. LISA. We provide free samples upon request. Our translators are industry specific and have amassed a Intertranslations Ltd 4 El. Venizelou Street, 176 76 Athens, Greece, wealth of experience in their particular areas of expertise. 30-210-92-25-000, Fax: 30-210-92-25-500, E-mail: a.arvanitis@ Logrus International Corporation We have a proficient in-house multilingual staff of project intertranslations.gr, Web: www.intertranslations.gr Languages EE, EA, ME, WE, rare languages Description managers, QA professionals and DTP specialists who provide Logrus offers a full set of localization and translation services world-class service to our customers. Our staff remains on the for various industries, including top-notch software engi- cutting edge of CAT, QA and DTP technology. Net-Translators neering and testing and DTP for all languages, including is ISO 9001:2000 certified, and we maintain branch offices in bidirectional and double-byte ones. The company is proud the United States, United Kingdom and Israel. New markets for your of its unique problem-solving skills and minimal support products and solutions Net-Translators Worldwide requirements. The company offers all European and Asian USA 1250 Oakmead Parkway, Suite 210, Sunnyvale, CA 94085- Janus Worldwide Inc. languages as well as many rare languages through its offices Languages Russian, ex-USSR and Eastern European lan- 4037, 408-501-8839, Fax: 408-212-8956, E-mail: salesusca@ and established long-term partners. With its production site net-translators.com guages Description Janus provides translation, localization, in Moscow, Russia, Logrus provides a winning combination Europe 44-20-3393-8385, E-mail: [email protected] DTP and linguistic consulting for Russian, Ukrainian and of quality, experience and affordability. With over 14 years Israel 972-3-5338633, Fax: 972-3-5336956, E-mail: salesil@net- other European languages. Our deep expertise, flexibility, in business, the company has received multiple awards for translators.com, Web: www.net-translators.com See ad on page 34 diversity and exceptional value of services are recognized by excellence from its long-time customers, including IBM, many industry-leading customers and partners worldwide. Microsoft, Novell, Oracle and others. Our uniqueness is a solid team of the best professionals in all Logrus International Corporation Suite 305, 2600 Philmont Ave- relevant areas — localization engineers, language specialists, nue, Huntingdon Valley, PA 19006, 215-947-4773, Fax: 215-947-4773, QA officers, DTP and software engineers, and more. We do it E-mail: [email protected], Web: www.logrus.ru end-to-end — from servers to handhelds, from ERP to automotive solutions and from interface specifications to legal Greek Localization Experts Since 1983 notices. Janus is ISO 9001:2000 certified. Company activities Languages Greek Description Founded in 1983, ORCO S.A. including translating, localizing, DTP and linguistic consult- is a leading translation and localization service provider, spe- ing were subjected to audit. cializing in software localization and technical translations Janus Worldwide Inc. Derbenevskaya nab., 11B, Ofﬁce 113, Moscow Loquant Localization Services (IT, telecommunication, medical, automotive, engineering, 115114, Russia, 7-495-913-66-53, Fax: 7-495-913-66-53, E-mail: Languages English, Brazilian Portuguese Description Loquant [email protected], Web: www.janus.ru See ad on page 9 marketing, financial). ORCO deals primarily with English- bases its operations on the experience of its founders and into-Greek projects, although translation from several other collaborators, professionals who closely follow the ongoing European languages can be taken aboard. With its experi- evolution of technology and the latest processes in interna- enced in-house personnel, ORCO offers all language services tionalization and localization of information. Adhering to at the highest quality level, including localization, product rigorous processes that were developed by the software local- testing, engineering, DTP and so on. Our client list includes ization industry during the last few decades, Loquant is able many IT companies such as Google, HP, IBM, Microsoft and to prepare the most diverse products for the primary world Oracle, as well as international corporations such as Abbott, Lingo Systems, Translation & Localization markets. To do this, Loquant counts on the best project man- Ford, Nokia, Sony, Kaeser and Hitachi. Languages 170+ Description Lingo Systems, powered by agers, native translators, engineers and desktop publishers to ORCO S.A. 6, Vas. Soﬁas Avenue, 106 74 Athens, Greece, 30-210-723- Language Line Services, provides customer-focused sole- guarantee a quality control recognized internationally by the 6001, Fax: 30-210-7249124, E-mail: [email protected], Web: www.orco.gr source solutions for global companies in 170+ languages. main international standards organizations. We specialize in the translation and localization of technical Loquant Localization Services Rua Luís Carlos Prestes, 410/114, documentation, software, multimedia applications, train- 22775-055, Rio de Janeiro, Brazil, 55-21-2104-9597, Fax: 55-21- ing materials, e-learning solutions and online applications. 2104-9597, E-mail: [email protected], Web: www.loquant.com Other globalization services include quality assurance testing (hardware and software), integration of content management solutions, interpretation (170+ languages), cultural Pangeanic & PangeaMT training and assessment, and internationalization consulting. Languages Spanish (all variants) and all Spanish state official Lingo Systems has never caused a late release. No other firm languages, EN/FIG/other EU languages, all other languages makes this claim. For a free copy of our award-winning book, including Asian ones on demand Description Pangeanic is The Guide to Translation and Localization — Communicating Moravia Worldwide an independent Spanish LSP with sister offices in Tokyo and with the Global Marketplace, visit www.lingosys.com or call Languages All Description Moravia Worldwide is a lead- Shanghai working for the global enterprise market (major 800-878-8523. ing globalization solution provider, enabling companies accounts in the electronics and computing fields) as well as Lingo Systems 15115 SW Sequoia Parkway, Suite 200, Portland, OR in the information technology, e-learning, life sciences for smaller organizations, MLVs and cross-national institu- 97224, 503-419-4856, 800-878-8523, Fax: 503-419-4873, E-mail: and financial industries to enter global markets with high- tions. We offer a wide range of GILT services always adher- [email protected], Web: www.lingosys.com See ad on page 6 quality multilingual products. Moravia’s solutions include ing to stringent quality standard procedures — EN 15038 localization and product testing services, internationaliza- and ISO 9001. Pangeanic has an experienced team devoted tion, multilingual publishing and technical translation. to MTPE (post-editing of machine translation output). Hewlett-Packard, IBM, Microsoft, Oracle, Sun Microsystems PangeaMT, our customized open-source SMT technology, and Symantec are some of the companies that depend enables us to offer domain-specific MT engines that are fully on Moravia Worldwide for accurate, on-time localiza- tailored to the clients’ needs, helping them become more tion. Moravia Worldwide maintains global headquarters LinguaGraphics — Multilingual DTP; Web, productive cost-effectively and rapidly. in the Czech Republic and North American headquarters Pangeanic Trade Center, Profesor Beltrán Báguena 4, Suite 106, Flash and Software Localization; Engineering in California, with local offices and production centers in 46009 Valencia, Spain, 34-96-338-5771, Fax: 34-96-338-5772, Languages All, including Arabic, Bengali, Chinese, Farsi, Ireland, China, Japan and throughout Europe. To learn more, E-mail: [email protected], [email protected], Web: Greek, Hindi, Hebrew, Japanese, Khmer, Korean, Lao, please visit www.moraviaworldwide.com www.pangeanic.com, www.pangea.com.mt See ad on page 46

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offers global reach and exceptional strength in Asia, with headquarters in Tokyo and additional operations in the United MULTILINGUAL SOFTWARE States, Europe, China and Korea. The company has been helping Global 1000 companies in industries such as automotive, IT, telecommunications, life sciences, e-learning, computer Promova software/gaming, semiconductors and consumer products. Languages Major European languages into Russian and TOIN Corporation Ukrainian Description Promova is a translation and local- Japan Shiba 1-chome Building, 1-12-7 Shiba, Minato-ku, Tokyo ization company based in Ukraine providing a full scope of 105-0014 Japan, 81-3-3455-8764, Fax: 81-3-3455-6514, E-mail: [email protected], Web: www.to-in.co.jp Unitype Multilingual Software — language-related services including translation, localization, Type a World of Languages QA check, DTP, linguistic testing, copywriting and consult- North America Minneapolis, MN, 612-926-0201, E-mail: aki-ito@ to-in.co.jp, Web: www.to-in.com Languages Over 100 languages Description Unitype multi- ing. We focus on large-scale, long-term projects for clients Europe London, UK, 44-20-8644-8685, E-mail: michael-stephenson lingual products — Global Writer, Global Office and Global with unique requirements. We offer professionalism and ISO @to-in.co.jp, Web: www.to-in.com Suite — run on Microsoft Windows and include over 100 9001-certified quality, integrate best-technology solutions on China Shanghai, 86-21-3222-0012, E-mail: [email protected], modern and ancient languages — Middle East, Far East, the market, and ensure effective management and best time Web: www.to-in.com India, other Asia, Africa, Europe and more. Unitype Global frames while adhering to even the tightest budgets. Writer is a standalone multilingual word processor; is fully Promova Velyka Goncharivska 9, 18, Kharkiv 61052, Ukraine, 38-057- bidirectional; creates Unicode-compliant documents; and 760-14-13, Fax: 38-057-372-89-27, E-mail: [email protected], Web: www.promova.com.ua imports/exports international encoding standards. Unitype Global Office is a plug-in product allowing the user to type Unitype languages directly into Microsoft Office Word, Ex- Ushuaia Solutions cel, PowerPoint and Outlook. Unitype Global Suite includes Languages Spanish (all varieties), Portuguese (Brazil) Des- both Global Writer and Global Office. See www.unitype.com cription Ushuaia Solutions is a fast-growing Latin American for more information and a complete language list. company providing solutions for translation, localization Unitype, LLC 116-A Mockingbird Lane, Lockhart, TX 78644, 512-620- and globalization needs. Ushuaia Solutions is focused on 0384, Fax: 512-233-0094, E-mail: [email protected], Web: www PTIGlobal .unitype.com Languages All commercial languages for Europe, Asia being creative and proactive to meet tight time frames with a and the Americas Description PTIGlobal is committed to high-quality level and a cost-effective budget. Customizing its developing ongoing, long-term partnerships with its clients. processes, Ushuaia assures project consistency and technical NONPROFIT ORGANIZATIONS This means a dedication to personal service, responsive- and linguistic accuracy, thus reducing clients’ time-to-market. ness, high-quality output, and sensitivity to clients’ cost Ushuaia combines state-of-the-art technology with top-notch goals and timelines. Backed by over 30 years of experience in experienced native translators, editors and software engineers. technical translation, PTIGlobal provides turnkey localiza- Our mission is to work together with our clients, thereby cre- tion services in 30 languages simultaneously for software, web ating a flexible, reliable and open relationship for success. applications, embedded devices, wireless applications and Ushuaia Solutions Rioja 919, S2000AYK Rosario, Argentina, 54- 341-4493064, Fax: 54-341-4492542, E-mail: info@ushuaia gaming technology. Projects employ our expertise in end-to- solutions.com, Web: www.ushuaiasolutions.com See ad on page 42 The Rosetta Foundation end project management; internationalization consultation; Languages All Description Access to information is a fun- glossary development; native language translation; multilin- damental right. We want to relieve poverty, support health gual web content management; translation memory mainte- care, develop education and promote justice through access nance; localization engineering; linguistic and functionality to information and knowledge across the languages of the testing; desktop publishing; complete multilingual video and world. The Rosetta Foundation supports the not-for-profit audio services; as well as onsite managed services. activities of the localization and translation communities. It PTIGlobal 4915 SW Grifﬁth Drive, Suite 200, Beaverton, OR 97005, VistaTEC works internationally with those who want to provide equal 503-297-2165, 888-357-3125, Fax: 503-352-0729, E-mail: info@ Languages All Description VistaTEC is a leading provider access to information across languages, independent of eco- ptiglobal.com, Web: www.ptiglobal.com of globalization services and specializes in the localization nomic or market considerations, including localization and and testing of enterprise, mobile and desktop applications. translation companies, technology developers, not-for-profit VistaTEC provides translation, technical consulting, engi- and non-governmental organizations. neering and testing during the design, development and The Rosetta Foundation Unit 13 Classon House, Dundrum Business marketing cycles of software products. VistaTEC has head- Park, Dublin 14, Ireland, 353-87-6736414, E-mail: info@therosetta quarters in Dublin, Ireland, and satellite offices in the United foundation.org, Web: www.therosettafoundation.org States. Additional information on VistaTEC is available at Localization and Globalization Partner www.vistatec.ie Languages 50 languages including English, Chinese, Japa- VistaTEC nese, Korean Description Saltlux was founded in 1979 as the Europe VistaTEC House, 700 South Circular Road, Kilmainham, first localization and globalization service provider in South Dublin 8, Ireland, 353-1-416-8000, Fax: 353-1-416-8099, E-mail: Korea. With over 30 years of accumulated experience and [email protected], Web: www.vistatec.ie Translators without Borders know-how, Saltlux is an ideal and esteemed global techni- USA East 2706 Loma Street, Silver Spring, MD 20902, 301-649-3012, Languages English, French, Spanish, German, Italian, cal communications partner. We specialize in multilingual Fax: 301-649-3032, E-mail: [email protected] USA West 131 Shady Lane, Monterey, CA 93940, 831-655-1717, Portuguese, Dutch, Russian, Arabic, Chinese, Swedish De- translation and DTP, technical writing services, software scription Translators without Borders is an independent localization, web globalization and so on. We provide our Fax: 831-372-5838, E-mail: [email protected] See ad on page 43 registered nonprofit association based in France that assists clients with a one-stop production line, starting with the non-governmental organizations (NGOs) by providing free, authoring of documents and going on to localizing, de- professional translations. Founded by Lexcelera in 1993, signing and editing, digital publishing, two-way electronic Translators without Borders has provided over two million manual production and database establishment. With this dollars worth of free translations. Thanks to the funds saved, business direction, we are striving to grow into and excel as a NGOs are able to extend their humanitarian work. leader in global technical communications. Translators without Borders Passage du Cheval Blanc, 2 rue de la Saltlux, Inc. 5~7F, Deok-il Building, 967 Daechi-dong, Gangnam-gu, WhP International Roquette, 75011 Paris, France, 33-1-55-28-88-09, Fax: 33-1-55- Seoul 135-848, South Korea, 822-379-8444, Fax: 822-379-5996, Languages All European and major Middle Eastern and Asian 28-88-09, E-mail: [email protected], Web: www E-mail: [email protected], Web: www.saltlux.com languages, including local variants Description Established .translatorswithoutborders.com in 1994, WhP offers a wide range of linguistic and technological solutions, designed to match each client’s needs. WhP has over several years become a renowned player in SPEECH TECHNOLOGIES the localization world, with a yearly average growth rate of 20% since 2005. By committing huge efforts and best practices, WhP has gained the loyalty of international accounts TOIN Corporation in the fields of IT and telecom, industry, business and web Languages Japanese, Traditional and Simplified Chinese, applications, training and e-learning, video games and Korean, Malay, Thai, Vietnamese and European languages more. WhP has its headquarters in France with local offices Description TOIN is a solidly established Asian MLV with and production centers in China and Slovakia. AppTek more than 45 years’ experience. Our services encompass WhP Espace Beethoven BP102, F06902 Sophia Antipolis Cedex, Languages Arabic, Bahasa, Dari, Dutch, Egyptian dialect, translation, localization engineering, DTP, MT post-editing, France, 33-493-00-40-30, Fax: 33-493-00-40-34, E-mail: enquiry English, Farsi/Persian, French, German, Hebrew, Iraqi dialect, workflow/process consulting and project management. TOIN @whp.net, Web: www.whp.net Italian, Japanese, Korean, Pashto, Polish, Portuguese, Russian,

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Simplified Chinese, Spanish, Tagalog, Traditional Chinese, of services such as translation, editing and proofreading of involved in developing an international translation qual- Turkish, Ukrainian, Urdu Description AppTek is a developer documentation, software localization, web solutions, voice- ity standard. CETRA is involved in the language industry of human language technology products with a complete over and DTP services. We have an experienced in-house at the highest level, with the company president serving in suite for text and speech (voice) processing and recognition. staff who guarantees our high standard of quality. Our val- leadership positions at the American Translators Association, AppTek’s product offerings include hybrid (rule-based + sta- ues as a company are cost-effectiveness, responsiveness, cus- American Foundation for Translation and Interpretation, tistical) machine translation (MT) and automatic speech rec- tomer-oriented service, reliability and fast turnaround. and Fédération Internationale des Traducteurs. ognition (ASR) for a growing list of more than 23 languages; Arcadia Translations Marcelo T. de Alvear 1671 piso 8 dpto 50, CETRA, Inc. 7804 Montgomery Ave., Suites 8-10, Elkins Park, PA multilingual information retrieval with query and topic search Buenos Aires 1060, Argentina, 5411-5353-3390, Fax: 5411-5353- 19027, 215-635-7090, 888-281-9673, Fax: 215-635-6610, E-mail: capabilities; name-finding applications; and integrated suites 3395, E-mail: [email protected], Web: www.arcadia-t.com [email protected], Web: www.cetra.com providing ASR and MT in media monitoring of broadcast and telephony speech, as well as handheld and wearable speech- to-speech translation devices. AppTek 6867 Elm Street, Suite 300, McLean, VA 22101, 703-394-2317, Fax: 703-821-5001, E-mail: [email protected], Web: www.apptek.com

Aspena Diskusija – Baltic and CEE languages provider RANSLATION Languages CEE Description Since its establishment in 1995, T Languages Lithuanian, Latvian, Estonian, Bosnian, Bulgar- Aspena has built up a stable position as a reliable language ian, Czech, Hungarian, Polish, Russian, Serbian, Slovak, Slo- ANAGEMENT YSTEMS service provider with focus on CEE languages. Besides pro- M S venian, Ukrainian Description Founded in 1993, Diskusija viding first-class translations and interpreting in more than specializes in technical translation and localization services 50 languages, we specialize in large-scale localization projects from Western European languages into all Central and East- and DTP. The guiding factors of our business strategy are ern European languages with a strong focus on Baltic lan- quality, speed and flexibility. As an ISO 9001:2008 certified guages (Lithuanian, Latvian, Estonian). Our experienced company, we are continuously striving to provide services team is able to handle projects of any complexity. We guar- that meet ever higher standards. antee a professional and personal approach to our clients’ Plunet BusinessManager Aspena, s.r.o. Gorkého 15, 602 00 Brno, Czech Republic, 420-541- 242-186, Fax: 420-541-424-217, E-mail: [email protected], Web: needs, the use of state-of-the-art industrial technology, qual- Multiple Platforms www.aspena.com See ad on page 23 ity management at all stages of a project, on-time delivery, Languages All Description Plunet BusinessManager is the competitive rates and flexibility. We have extensive expertise complete management solution for the translation and in the following industries: IT, software, hardware, telecom- documentation industry. On a web-based platform, the sys- munications, medical equipment, medicine, pharmacology, tem includes business management as well as process and accounting, finance, automotive industry, electronics, legisla- document management and integrates translation software, tion, and EU documents. financial accounting systems and existing software environ- Diskusija Seimyniskiu g. 1A, Vilnius LT-09312, Lithuania, 370-5- ments for LSPs, translation and documentation departments, BENEXtra Korea 2790574, Fax: 370-5-2790576, E-mail: [email protected], Web: organizations, institutions and government agencies. Plunet www.diskusija.lt BusinessManager impresses with its significant time and Languages Chinese, Japanese, Korean Description BENEXtra money savings, unrivalled high adaptability to individual Korea, one of the top quality localization/translation vendors workflows, optimal quality control and effective project, in Asia, enjoys an excellent reputation and wide recognition time and contact management. Functions include quotation among world-class players such as Dell, IBM, Microsoft, CA, costing, order/job/workflow management, schedule manage- Google, Autodesk, Cisco and the California state government. ment, document management, invoicing, financial reports, With our hands-on, practical experience in IT marketing contact management and customer acquisition. collateral translation, software localization, Asian language Plunet GmbH Prenzlauer Allee 214, 10405 Berlin, Germany, 49-30- localization, and our accumulated expertise in audio trans- Eriksen Translations Inc. 322971340, Fax: 49-30-322971359, E-mail: [email protected], Web: lation, we are ready to work together with you, helping you Languages All Description Eriksen Translations Inc. is a www.plunet.de See ad on page 11 sustain growth and create and capture new value. leading provider of multilingual services, including trans- BENEXtra Korea Second Floor, Gukdong Building 1163-7, Gaepo- lation, interpreting, typesetting, project management, web Dong, Gangnam-Gu, Seoul 135-960, Korea, 82-2-572-4987, localization and cultural consulting. For over 20 years, Fax: 82-2-3462-4987, E-mail: [email protected], Web: www Eriksen has helped a broad range of organizations in both .benextra.com See ad on page 30 the public and private sectors excel across print, desktop and web environments in the domestic global marketplace. With a worldwide network of over 5,000 linguists, a com- XTRF Translation Management Systems mitment to leading technologies, and an in-house staff Multiple Platforms dedicated to tailoring our proven project management pro- Description XTRF is a global management system for trans- cess to the individual needs of each client, Eriksen is your lation agencies. With built-in cutting-edge Java technology, Biro 2000 — Your partner for globalization partner. XTRF is a flexible, customizable and web-based software, Eastern European Languages Eriksen Translations Inc. 32 Court Street, 20th Floor, Brooklyn, NY enabling web access for a company’s suppliers and custom- Languages Eastern European languages Description Biro 11201, 718-802-9010, Fax: 718-802-0041, E-mail: [email protected], ers. It’s designed to help translation companies to streamline 2000 is located in the heart of Europe (Slovenia). We’ve been Web: www.eriksen.com all of their daily activities, and it guarantees smooth manage- in business since 1992. Our clients come from all areas of ment of the company while reducing administrative costs. industry, but for the past few years our work priorities have Project management, invoicing, quotations, ISO 9001 reports concentrated on the following areas of expertise: life sciences, and CRM are the main fields covered by the system. Designed legal, IT, cell phone, automotive and technical industries. Our by translation and localization professionals and created by work has focused on Eastern European languages. We work the best IT team, this powerful tool will reduce the time spent according to the EN 15038 standard. We utilize the following on repetitive tasks and increase a company’s effectiveness. programs in our work: MemoQ server, Trados SDL Synergy, XTRF ul. Walerego Sławka 3, 30-653 Krak´ow, Poland, 48-12-2546- Follow-Up Translation Services 126, Fax: 48-12-2546-122, E-mail: [email protected], Web: www.xtrf.eu Across Language Server and Transit XV. Biro 2000 d.o.o. Jerebova ulica 14, 1270 Litija, Slovenia, 386-1-513- Languages English, Brazilian Portuguese Description Our 18-20, Fax: 386-1513-18-21, E-mail: [email protected], Web: company was founded in 1989 with the purpose of offer- RANSLATION ERVICES www.biro2000.si See ad on page 13 ing pure translation work in technical and scientific areas. T S Along the way, we have developed several other skills in the translation world, which involve specialized knowledge of IT resources and localization tools. We also master patent translations in fields such as biochemistry, mechanics, medicine, pharmaceutics, oil and gas, and telecommunications. Today, we are capable of taking on virtually any translation/ Arcadia Translations CETRA Language Solutions localization project from English into Brazilian Portuguese, Languages English, Spanish (all variants), Brazilian Portu- Languages All Description CETRA gives you peace of mind and we treat each and every customer with the maximum care guese Description Arcadia Translations, a translation agency because it delivers high-quality, on-time, cross-cultural com- and attention. Our clients’ trust is our greatest asset and our based in Argentina, provides translation and localization munications and professional, friendly, responsive service. greatest pride! services from English into Spanish and Brazilian Portu- CETRA follows the ASTM Quality Assurance in Translation Follow-Up Rua Visconde de Pirajá, 351, Sala 815, Rio de Janeiro, guese. We value quality, words and communication, and we and Language Interpretation Services standard guides. As RJ 22410-003 Brazil, 55-21-3553-7223, Fax: 55-21-3553-7223, offer integral linguistic solutions that include a wide range a member of the US delegation to ISO, CETRA is actively E-mail: [email protected], Web: www.follow-up.com.br

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medical, information technologies and telecommunications. The business techniques introduced and applied by the company currently serve as the best practice within the translation industry. Neotech is leading the drive to continuously develop translation market standards and to implement new ForeignExchange Translations LinguaLinx Language Solutions, Inc. levels of business and interpersonal communications into the Languages 42 languages and growing Description Foreign- Languages All Description LinguaLinx is a full-service trans- translation industry within Russia and abroad. Exchange is the global leader in providing translation ser- lation and localization agency specializing in the adaptation Neotech 23/1 Matrosskaya Tishina, Moscow, Russia, 7-495-787- vices to life sciences companies. We work with many of the of marketing and communications materials into most of the 3331, Fax: 7-495-787-1189, E-mail: [email protected], Web: www biggest pharmaceutical companies, medical device manu- world’s languages. Our enterprise language solutions range .neotech.ru See ad on page 16 facturers, biotech companies and CROs. Our proprietary from glossary development and maintenance to translation Multilingual Compliance Process combines expert linguists, memory deployment and global content management. In best-of-breed technology and measurable translation qual- today’s highly competitive global environment, it is becoming ity in a process that is both robust and completely scalable, increasingly difficult to differentiate one translation agency ensuring your projects are finished on time and within bud- from another. We stand apart by taking the most proactive get. For more information on how we can help meet your approach to quality in the industry, utilizing stringent project translation requirements or for a quote on your next transla- management procedures, offering one of the most aggressive Rheinschrift Übersetzungen, Ursula Steigerwald tion project, please contact us directly or visit our website at rate structures available and applying a sincere dedication to Language German to/from major European languages www.fxtrans.com providing the best possible service. Description Professional globalization requires experience. ForeignExchange Translations 411 Waverley Oaks Road, Suite 315, LinguaLinx Language Solutions, Inc. The LinguaLinx Building, 122 Over the past two decades, we have developed into a top Waltham, MA 02452, 866-398-7267, 781-893-0013, Fax: 781- international company specializing in the precise tuning of 893-0012, E-mail: [email protected], Web: www.fxtrans.com Remsen Street, Cohoes, NY 12047, 518-388-9000, Fax: 518-388- 0066, E-mail: [email protected], Web: www.lingualinx.com your documentation and texts to the standards and mentali- ties of the German-speaking world. Our strength lies in our work for well-known software and hardware manufacturers. Furthermore, we also offer traditional translation services for the business, technology, legal and medical sectors. Our team of competent employees provides the very best quality within the respectively agreed time frame, even if matters are a little KERN Global Language Services more urgent. Your language partner Mc LEHM Language Services Languages All European languages Description With over Rheinschrift Übersetzungen, Ursula Steigerwald Rolshover Languages All Description KERN Global Language Services Strasse 99, 51105 Cologne, Germany, 49-221-80-19-28-0, Fax: 49- is a leading provider in the area of global communication 12 years’ experience, Mc LEHM Language Services is the 221-80-19-28-50, E-mail: [email protected], Web: www with over 35 offices worldwide. With more than 30 years of legal and financial reference point in the Spanish market. We .rheinschrift.de See ad on page 35 experience, our services include translation and interpreting render services all over the world, and over 1,500 companies in all languages; software, multimedia and website localiza- place their trust in us. Our core values are client satisfaction, tion; terminology management; multilingual desktop pub- quality and fast turnarounds. These form the driving force lishing; and individual and corporate language training in all behind our 24/7 service, after-sales attention and personal- major languages. KERN has established itself as a preferred ized approach to our clients. insourcing and outsourcing solution provider for language Mc LEHM Language Services García de Paredes, 88 Bajo Dcha, 28010 services. We serve clients in all industry sectors, including Madrid, 34-91-702-27-97, Fax: 34-91-702-31-37, E-mail: mc-lehm the automotive, medical, pharmaceutical, chemical, IT and @mc-lehm.com, Web: www.mc-lehm.com See ad on page 52 Translation and localization into Polish financial services industries. To learn more about us, please Language Polish Description Ryszard Jarza Translations visit www.e-kern.com is an established provider of specialized Polish translation, KERN Global Language Services localization and DTP services, primarily for life sciences, IT, USA 230 Park Avenue, Suite 1517, New York, NY 10169, 212-953- automotive, refrigeration and other technology sectors. We 2070, Fax: 212-953-2073, E-mail: [email protected] work with multilanguage vendors and directly with docu- Europe Kurfuerstenstrasse 1, 60486 Frankfurt/Main, Germany, 49- mentation departments of large multinational customers. 69-7560730, Fax: 49-69-751353, E-mail: [email protected] Medical Translations Only China Right Emperor Commercial Building, Unit B, 11/F, 122-126 Our in-house team (12 full-time specialists) is comprised Wellington Street, Central, Hong Kong, SAR China, 852-2850-4455, Languages All European languages and Japanese Description of experienced linguists with medical, engineering and Fax: 852-2850-4466, E-mail: [email protected], Web: www.e-kern.com MediLingua is one of the few medical translation special- IT backgrounds. We guarantee a high standard of quality ists in Europe. We only do medical. We provide all European while maintaining flexibility, unparalleled responsiveness languages (36 today and counting) and Japanese as well as and reliability. translation-related services to manufacturers of devices, Ryszard Jarza Translations ul. Barlickiego 23/22, 50-324 Wrocław, instruments, in vitro diagnostics and software; pharmaceutical Poland, 48-601-728018, Fax: 48-71-3414441, E-mail: info@jarza and biotechnology companies; medical publishers; national .com.pl, Web: www.jarza.com.pl See ad on page 35 and international medical organizations; and other customers LIDO-LANG Technical Translations in the medical sector. Projects include the translation of docu- Languages All Description LIDO-LANG Technical Trans- mentation for medical devices, surgical instruments, hospital lations, based in Poland, is one of the leading translation equipment and medical software; medical information for companies in Central Europe. Having the capacity to offer patients, medical students and physicians; scientific articles; services in virtually all world languages, we specialize in press releases; product launches; clinical trial documentation; Central and Eastern European languages. LIDO-LANG spe- medical news; and articles from medical journals. cializes, above all, in technical translation, but thanks to our MediLingua Medical Translations BV Poortgebouw, Rijnsburger- Skrivanek s.r.o. network of over 2,000 translators specializing in different weg 10, 2333 AA Leiden, The Netherlands, 31-71-5680862, Fax: 31- Languages All, with a focus on Central and Eastern Europe branches, we also work in IT and telecommunication; adver- 71-5234660, E-mail: [email protected], Web: www Description Skrivanek is a world leader in providing a wide tising and marketing; economics and finance; law; technol- .medilingua.com See ad on page 35 range of language services, specifically translations span- ogy and industry; medicine and science. The quality of our ning a multitude of languages and the effective localization services is enhanced by over 50 years’ experience in the trans- of products on international markets. Established in 1994, lation sector and by the quality certificates of ISO 9001 and Skrivanek has managed to dominate the European transla- EN 15038 standards. tion market, creating a network of 53 branches covering 14 LIDO-LANG Technical Translations ul. Walerego Slawka 3, 30-653 countries. Its well-stocked staff of professional translators, Kraków, Poland, 48-12-2546-123, Fax: 48-12-2546-122, E-mail: experienced project managers and dedicated software engi- ofﬁ[email protected], Web: www.lidolang.com neers and DTP specialists has enabled Skrivanek to provide Neotech outstanding quality translation and localization services in Languages From major European languages into Russian, any conceivable language and volume, creating an enviable Ukrainian, Kazakh and Azeri Description Neotech is the clientele representing major leading corporations in various Stay current. largest translation company in Russia and CIS countries, industries. Skrivanek’s quality of service is backed by EN ISO offering a full range of linguistic services to global corpora- 9001:2001 certification. Stay informed. tions. Neotech is the first translation company on the Russian Skrivanek s.r.o. International Project Management Centre, Na market that has certified its quality management system to Dolinách 22, CZ 147 00 Prague 4, 420-233-320-560, Fax: 420-241- www.multilingual.com/news international ISO 9001:2000 standards. Neotech’s key areas of 090-946, E-mail: [email protected], Web: www.skrivanek.com expertise are in the oil and gas industries, auto manufacturing, See ad on page 25

60 | MultiLingual October/November 2010 [email protected]

55-61 Buyer'sGui#115 .indd 60 9/22/10 9:16:46 AM Buyer’s Guide

of foreign language professionals delivers the highest quality enterprises, language service providers and governments. Its translations in a cost-effective and time-efficient manner. flagship product, MultiTrans, pioneered the advanced lever- TripleInk 60 South 6th Street, Suite 2600, Minneapolis, MN 55402, aging TM concept that features hassle-free document pair 612-342-9800, 800-632-1388, Fax: 612-342-9745, E-mail: info@ alignment, recycles past translations with context at a granu- tripleink.com, Web: www.tripleink.com lar level and provides an on-the-fly view of how ambiguous SpanSource terms were previously translated. MultiTrans is an innova- Languages Focus on Spanish and Portuguese, other langu- RANSLATION OOLS tive client-server application with a best-in-class terminol- age combinations through partners Description SpanSource T T ogy management system, designed to transform translation provides translation, localization and related services from expenses into a growing repository of reusable assets. The Western European languages into all regional varieties of Translation Bureau of Canada, UNESCO, Toys “R” Us, Kraft, Spanish as well as other language combinations through our HSBC and many others have selected MultiTrans as their network of select SLV partners. Our domain focus is on health multilingual asset management solution. care and life sciences, software and IT, heavy machinery and MultiCorpora 102-490 St. Joseph Boulevard, Gatineau, Quebec, automotive, legal and financial, oil and gas, corporate train- MadCap Lingo J8Y 3Y7 Canada, 819-778-7070, 877-725-7070, Fax: 819-778- ing and educational materials. Our comprehensive service Windows 0801, E-mail: [email protected], Web: www.multicorpora.com portfolio also includes unparalleled desktop publishing and Languages Unicode support for all left-to-right languages See ad on page 44 multimedia localization engineering support for e-learning Description The leaders in technical communication bring materials. Our in-house staff of 25 includes project manag- you MadCap Lingo, an XML-based translation memory ers, senior linguists, desktop publishers, software engineers (TM) tool designed to improve translation efficiency, elimi- and graphic designers, which prove to be fundamental in nate redundancies and reduce project costs. MadCap Lingo SpanSource’s centralized, customer-centric approach. offers an easy-to-use interface, Unicode support for all left- SpanSource SRL Santa Fe 1264, 1ºB, Rosario, S2000ATR Argentina, to-right languages, and a rich list of features for assisting SYSTRAN 54-341-527-5233, Fax: 54-341-527-0035, E-mail: info@span translators throughout the localization process, including Multiple Platforms source.com, Web: www.spansource.com support for the major industry TM systems. MadCap Lingo Languages 52 language combinations Description SYSTRAN also includes tracking and organization capabilities to sup- is the market leading provider of machine translation solu- port large, single-source, multichannel publishing pro- tions for the desktop, enterprise and internet. Our solutions jects. Through its strategic partner Microsoft Corporation, facilitate multilingual communications in 52+ language pairs MadCap delivers solutions optimized for Microsoft Win- and in 20 domains. SYSTRAN Enterprise Server 7, our latest dows, Visual Studio, and the .NET environment. Free trial achievement, is powered by our new hybrid MT engine which TripleInk Multilingual Communications downloads are available at www.madcapsoftware.com combines the predictability and consistency of rule-based MT MadCap Software, Inc. 7777 Fay Avenue, La Jolla, CA 92037, with the fluency of the statistical approach. The self-learning Languages All major commercial languages Description As a 858-320-0387, 888-623-2271, Fax: 858-320-0338, E-mail: info multilingual communications agency, TripleInk has provided @madcapsoftware.com, Web: www.madcapsoftware.com See ad techniques allow users to train the software to any specific industrial and consumer products companies with precise on page 2 domain to achie ve cost-effective, publishable quality transla- translation and multilingual production services for audio- tions. SYSTRAN solutions are used by Symantec, Cisco, Ford visual, online and print media since 1991. Our experience in and other enterprises to support international business opera- adapting technical documentation and marketing communi- tions. For more information, visit www.systransoft.com cation materials covers a wide range of industries, including SYSTRAN Software, Inc. biomedical and health care; building and construction; finan- North America 4445 Eastgate Mall, Suite 310, San Diego, CA 92121, Advanced Leveraging Translation Memory 858-457-1900, Fax: 858-457-0648 cial services; food and agriculture; high-tech and manufactur- Multiple Platforms Europe Paroi Nord - La Grande Arche, 1, Parvis la Défense, 92044 ing; and hospitality and leisure, as well as government and Languages All Unicode languages Description MultiCorpora, Paris La Défense Cedex, France, 33-825-80-10-80, Fax: 33-1-46-98- nonprofit organizations. Using a total quality management celebrating ten years as the language technology experts, is 00-59, E-mail: [email protected], Web: www.systransoft.com process and state-of-the-art software and equipment, our team dedicated to providing language technology solutions to See ad on page 8

COMPANIES ADVERTISING IN THE TRANSLATION GETTING STARTED GUIDE ACP Traductera 8 The Geo Group Corporation 5 The Rosetta Foundation 5 Applications Technology, Inc. 9 in FRENCH only inc./in SPANISH too! Translations 11 Spanish Express Translations 4 Arabic Language Services 9 LinguaSys, Inc. 4 SpanSource 5 AsiaL10n 9 LingoTek 2 SYSTRAN Software, Inc. 5 ATRIL 9 Localization World 12 Tennessee Foreign Language Institute 11 ECM Engineering 11 N3Ds Translations 5 Translators without Borders 4 Eiry Global Solutions 9 ORCO S.A. 9 Wratislavia Translation House Sp z o.o. 5

ADVERTISER INDEX Across Systems GmbH 64 The Gilbane Conference 29 MultiCorpora 44 ADAPT Localization Services 38 Global DTP, s.r.o. 49 Neotech 16 American Translators Association 32 Janus Worldwide Inc. 9 Net-Translators 34 Arabize 27 KCSL Inc. 37 Pangeanic 46 Aspena, s.r.o. 23 Kilgray Translation Technologies 51 Plunet GmbH 11 BENEXtra Korea 30 Lingo Systems 6 ProZ.com 63 Binari Sonori S.r.l. 10 Lingotek 17 Rheinschrift Translation Services 35 Biro 2000 d.o.o. 13 Localization World 3 Ryszard Jarza Translations 35 Brandt 39 MadCap Software, Inc. 2 Skrivanek s.r.o. 25 ChinaLinguists 47 Mc LEHM Language Services 52 STAR Group 12, 19, 41, 48 E4NET 56 MediLingua Medical Translations BV 35 SYSTRAN Software, Inc. 8 ECM Engineering 39 Mondeca 39 Ushuaia Solutions 42 EuroGreek Translations Limited 35 Moravia Worldwide 21 VistaTEC 43

Statement of Ownership, Management, and Circulation (Required by 39 USC 3685) 1. Publication Title: MultiLingual. 2. Publication Number: 1523-0309. 3. Filing Date: 9/29/2010. 4. Issue Frequency: Monthly except Apr+May, Jul+Aug, Oct+Nov, bimonthly. 5. Number of Issues Published Annually: 9. 6. Annual Subscription Price: $58 in US; $85 International. 7. Mailing Address of Known Ofﬁce of Publication: 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1403. 8. Mailing Address of Headquarters: 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1403. 9. Publisher: Donna Parrish, MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1403; Editor: Donna Parrish, MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1403; Managing Editor: Katherine Botkin, MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1403. 10. Owner: MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1403; Donna Parrish, 1605 Westwood Dr., Sandpoint, ID 83864-6325; Charles Parrish, 1605 Westwood Dr., Sandpoint, ID 83864-6325. 11. Known bondholders, mortgagees and other security holders owning or holding 1% or more of total amount of bonds, mortgages or other securities: None. 12. Tax Status: Has not changed during preceding 12 months. 13. Publication Title: MultiLingual. 14. Issue Date for Circulation Data below: September, 2010. 15. Extent and Nature of Circulation (Average No. Copies Each Issue During Preceding 12 Months followed by No. Copies of Single Issue Published Nearest to Filing Date). 15a. Total number of Copies (Net press run): 2,836, 3,081. 15b. Legitimate Paid and/or Requested Distribution: 15b1. Outside-County Paid/Requested Mail Subscriptions Stated on Form 3541: 918, 863. 15b2. In-County Paid/Requested Mail Subscriptions Stated on PS Form 3541: 0, 0. 15b3. Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Paid or Requested Distribution Outside USPS: 1,386, 1,280. 15b4. Other Classes Mailed Through the USPS: 56, 20. 15c. Total Paid and/or Requested Circulation: 2,360, 2,163. 15d. Nonrequested Distribution by Mail. 15d1. Outside-County Nonrequested Copies Stated on Form 3541: 0, 0. 15d2. In-County Nonrequested Copies Stated on Form 3541: 0, 0. 15d3. Nonrequested Copies Distributed Through the USPS by Other Class of Mail: 0, 0. 15d4. Nonrequested Copies Distributed Outside the Mail: 185, 500. 15e. Free Distribution Outside the Mail: 185, 500. 15f. Total Distribution: 2,545, 2,663. 15g. Copies not Distributed: 291, 418. 15h. Total: 2,836, 3,081. 15i. Percent Paid and/or Requested Circulation: 92.73, 81.22. I certify that the statements made by me above are correct and complete. Donna Parrish. Number of readers of online digital version (as of reported issue, in addition to print): 3,264, 3,639. Average Readers per Printed Copy: 2.95. Total Readership: 16,425, 17,056.

www.multilingual.com October/November 2010 MultiLingual | 61

55-61 Buyer'sGui#115 .indd 61 9/22/10 9:16:47 AM 62 TakeawayO-Broin #115 .indd 62 62 | I string-leveraging mechanism or a combination of these approaches. string-leveraging mechanismor acombinationoftheseapproaches. it isdonemanually, bytranslationmemory(TM),MT, someglorified tion forusersinEnglishisbetter fortranslationprocesses,whether initiatives asfarIamconcerned. Thedeliveryofqualityinforma- — or“externality,” if you like economics—ofinformation quality enterprise-level statisticalMTeffective.Butisaspin-offbenefit would claimyoudon’tneedqualityinformationsourcesto make for effectiveandscalableMThasbeenestablished,onlyan idiot translation (MT).We talkaboutinformationqualityinstead. was doneonlybecauseitmandatoryprerequisiteformachine unhelpful anduntrueclaimthattheinformationqualityinitiative I bannedtheoutmodedphrase quality andreportinginOracleCorporationusingacrolinxIQ suite, and thentestedtoseethatthequalityiswhatuserswant. content developers,havingbeenvalidatedbyusersinthefirstplace, ity areterminologyandrulesthatcanbeownedappliedby for consumptionbymanandmachine.Centraltoinformationqual- information quality:thenotionofcreationqualitysourcecontent content guidelinesforeveryoneandthenautomatethem.Ifocuson cesses. Inolongerwriteordistributetranslationguidelines. translation teamsdidn’tengagewithdevelopmenttoolsandpro- requirements about“context” becausetheinternationalizationand writing properlyinEnglishthefirstplace,interspersedwithvague will tellyouthatthesetranslationguidelinesareessentiallyabout “global authoring.”Anyoneintheinformationdevelopmentspace brochures forexpensivewritingmethodologies,andthereston lengthy translationguidelinese-mailedtodevelopmentteams,the all tiredoftheself-important“writefortranslation”brigade, lecture aboutthereturnoninvestmentfromlocalizedcontent.We’re compromised fortranslation.Itdoesn’tneedtobe.Sparemethe This iswrong.Sourcecontentuserexperienceshouldneverbe tion becomesdivorcedfromtheusercommunityandexperience. that reflectonlytheopinionsofprofessionallinguists.Informa- rules tosuittranslationprocesslimitationsandterminologychoices we seecreationandmaintenanceofsourceinformationusingdaft

Takeaway MultiLingual Sure, the case for clean source data, and lots of it, as an input Sure, thecaseforcleansourcedata,andlotsofit,asaninput When I started out on the road to some scalable information When Istartedoutontheroadtosomescalableinformation She’s right.Informationmustbecreatedfortheuser. Instead, the engineer.” still hasn’ttaken hold.Write forthecustomernot mentation. Startedsayingthat20yearsagobut JoAnn Hackos (@jthackos): “Stopwritingdocu- win InformationTypingArchitecturehighpriestess I wasrecentlyimpressedbyatweetfromDar- Ultan ÓBroin write forusers Don’t writefortranslation, coe/oebr21 [email protected] October/November 2010 controlled authoring and an equally andanequally language itendsupin. tion sourcebecauseitiswhattheuserneeds,regardlessof what disengage itfromtheuserexperience.Deliveraqualityinforma- approach itastheimprimaturoftranslationautomation,and don’t decades. Let’srethinkthenotionofinformationquality. Don’t User-experience teamshavebeendoingsomeofthesethings for customization requests,usabilitystudies,eyetrackingandso on. already outthere:reviewingweblogs,searchkeyword patterns, How dowethis?Thetoolsandprocessesformeasuringthis are to findoutwhattermstheyuseincontext. between alternativesorfornew, emergingterms, engagetheusers of effectivenessoutthere:thecommunity?Instead,whendeciding other professionallinguistswhenthereisamorepowerfularbiter term overanotherbedecidedinternallyorbyconsultationwith one termisbetterthananother?Whyshoulddecisionsabout leading tolostdeals,legalactionandworse. the scale,seriouslywronginformationcanbeincrediblydangerous, what low-leveltechnologythisstuffreallyis.Ontheotherendof English canhaveahugeknock-oninTMmatchingtoo,reflecting evidence theyarestrategicdeal-breakers. Fixingminorerrorsin and impactproductivityuserexperience—thoughthereisno can giveanegativemarket impressionofyouroffering’squality information transfer. However, evenminorcontenttransgressions misspellings, missingletters,wordsandsoondon’timpact ity reallyis?Atoneendofthescaleisresearchshowinghow information qualityexercises. Whodecideswhatinformationqual- and bugsallthetime—translationautomationbomb. in fact,theyaretriggeringunreportedcustomizations,complaints data andtranslationsourcesbeingpromoteddistributedwhen, user-experience professionals,thatof“garbagein,gospelout”:dirty ever, thiskindofglibclichédisguisesamoreinsidiousdangerfor garbage out”justification,whichseemsreasonableenough.How- writing; peoplerequirespecialwriting. Group inMay2010, machinetranslationdoesnotrequirespecial As Mike DillingersaidattheBayAreaMachineTranslationUser contribution [email protected] To offeryour own tor, worksforOracle inIreland. Ultan ÓBroin, So, whodecideswhatqualityinformationis?Theuser, ofcourse. As forterminology, whocaresifaninternal linguistthinks A finalaspectisthefailuretomeasureeffectivenessof The argumentaboutcleandatarevolvesarounda“garbagein, MultiLingual Takeaway M editorialboardmemberandBlogos contribu- on a language-industry issue, send a onalanguage-industryissue,send a 9/22/10 9:17:51 AM .com Two exciting free events for 3 translation agencies and Translation global translation buyers. 2010 Virtual Conferences http://www.proz.com/translation3

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64 Across #115.indd 64 9/22/10 9:20:19 AM TRANSLATION October/November 2010 GETTING STARTED: Guide

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THE WORLD IS YOUR ØSTERS*

*Oyster in Norwegian. See, we’ve got you translating already.

page 2 The Guide From MultiLingual

02 TOC GSG.indd 2 9/22/10 9:26:42 AM TRANSLATION

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03-05 Rimalower #115 GSG.indd 3 9/22/10 9:29:16 AM TRANSLATION Guide: GETTING STARTED

Your Company’s Spanish Translators Language Division Spanish Express, a US company based in Latin Next Generation without Borders America, has been providing top quality translation and localization services from English into of MT Software Translators without Borders is an independent Spanish for over 15 years. Our staff is comprised • New hybrid rule-based and statistical MT registered nonprofit association that assists of professional, experienced translators who • New languages in a very short timeframe non-governmental organizations (NGOs) reside in the country they linguistically represent • Built for enterprise use by providing free, professional translations. (Mexico, Argentina, Spain and so on). Our texts • Less-used languages not an issue Founded by Lexcelera in 1993, Translators read as if they have been originally crafted in • Full suite of web-based clients available without Borders has provided over 2 million Spanish, which is what makes us the #1 choice • Full suite of mobile-based clients available dollars worth of free translations. Thanks to of many translation agencies and direct clients • Any-to-any language, not English-centric the funds saved, NGOs are able to extend their around the world. humanitarian work. Translators without Borders Spanish Express Translations LinguaSys, Inc. Paris, France Córdoba, Argentina Boca Raton, Florida USA [email protected] [email protected] [email protected] www.translatorswithoutborders.com www.spanish-express.com www.linguasys.net

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03-05 Rimalower #115 GSG.indd 4 9/22/10 9:29:17 AM TRANSLATION GETTING STARTED:Guide

Translations Adapted The Polish We Are Your to Your Needs Language Experts Product Passport! N3Ds Translations provides a professional We translate from major European languages service dedicated to excellence through highly The Geo Group Corporation provides into Polish. Our comprehensive service portfolio professional translation services that make your proficient and experienced linguists in your subject includes translation, editing, proofreading and PM matter. materials meaningful to all audiences. We offer in the following specialization fields: IT, technical, document translation, interpreting services, We provide translation, back-translation, legal, financial, business and medical. Recently, audio/video translation, voice-over, website localization, editing, proofreading and copywriting WTH has joined SAP PartnerEdge Program as and software localization, desktop publishing, in various fields and languages at competitive prices. an SAP Language Service Partner. Our company and technical writing. Industries served include Located in Australia with linguists around the has the longest SAP translation experience in the advertising/marketing, manufacturing, education, world enables us to provide a 24/7 service to Polish market. Our strict quality procedures and medical and more. Visit our website today to view our clients. usage of CAT tools allow us to deliver high-quality our complete suite of services and receive a free Contact us today for a free, no-obligation quote. products within tight deadlines. quote! Be sure to visit our A/V studio. Visit our website for more information. N3Ds Translations Wratislavia Translation The Geo Group Corporation Gold Coast, Queensland, Australia House Sp z o.o. Madison, Wisconsin USA [email protected] Wrocław, Poland [email protected] www.n3dstranslations.com [email protected] • www.wth.pl http://thegeogroup.com

Your Trusted Source SpanSource offers a one-stop solution for High-quality MT Spanish, Portuguese and into-English translations. for International Success The Rosetta Foundation Our value proposition: Access to information is a fundamental right. • Muscle and scalability: in-house team of 25 SYSTRAN is the market-leading provider of The Rosetta Foundation supports the not-for- professionals distributed across four units machine translation (MT) solutions for the profit activities of the localization and translation (language, project management, electronic desktop, enterprise and internet covering 52+ communities. publishing, engineering) language pairs and 20 domains. Powered by Our mission is to: • In-house language coordination and strict our new hybrid MT engine, SYSTRAN Enterprise • Relieve poverty quality control procedures Server 7 combines the strengths of rule-based and • Support health care • Expertise in technical, legal and health care content statistical MT. The self-learning techniques allow • Develop education • Subject matter expert review in complex materials users to independently train the software to any • Promote justice • Strong project management • Flexibility domain to achieve publishable-quality translations. Our services include nonprofit: Our high quality standards, commitment and SYSTRAN solutions are used by Symantec, Cisco, • Translation services cost-effectiveness have earned us the trust of our Ford and other enterprises to support international • Translation and localization consulting business partners. business operations. For more information, visit • Translation technologies Contact us today for a free quote or more www.systransoft.com information. The Rosetta Foundation SpanSource SYSTRAN Dublin, Ireland Rosario, Santa Fe, Argentina San Diego, California USA • Paris, France [email protected] [email protected] • www.spansource.com [email protected] • www.systransoft.com www.therosettafoundation.org

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03-05 Rimalower #115 GSG.indd 5 9/22/10 1:32:52 PM TRANSLATION Guide: GETTING STARTED )PX%PDVNFOUBUJPOBOE5SBOTMBUJPO 1SPDFTTFT"GGFDU&BDI0UIFS

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ENT FUND JOUFSFTUT'PSFYBNQMF ²8FDBODFSUBJOMZ UPXPSLPVUBOZLJOLTBOEUPTFUVQNFU PM EP9UIFDPTUJT:*TVHHFTU; XIJDIXJMM SJDTCFGPSFDIBOHJOHFWFSZPOFPWFSUPUIF L DEVELO Visit us at our exhibition booth A DPTUMFTTBOETUJMMEPXIBUZPVOFFE³ OFXQSPDFTTFT No. 21 at the Localization World &TUBCMJTI QSJNBSZ BOE TFDPOEBSZ 6OEFSTUBOEJOHIPXEPDVNFOUBUJPOBOE N REGION N UNION ENT IN YOUR FUTURE YOUR ENT IN A A M E Conference in Seattle, USA, which is E P P held from 6 through 8 October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Greek Localization Experts Middle Eastern Localization A Revolution in Translation Tools — Since 1983 Arabic Language Services has 15 years of Founded in 1983, ORCO S.A. is a leading experience providing localization services from All Over Again translation and localization service provider, English into/from: specializing in software localization and technical • Arabic Déjà Vu X2 is the successor to the world’s translations (IT, telecommunication, medical, • Farsi most powerful and flexible computer-assisted automotive, engineering, marketing, financial). • Dari translation system, according to independent ORCO deals primarily with English into Greek experts and surveys. Featuring revolutionary projects, although translation from several other • Urdu European languages can be taken aboard. With • Turkish new technology, Déjà Vu X2 is packed with its experienced in-house personnel, ORCO offers ALS provides: industry firsts. Yet because X2 builds seamlessly all language services at the highest quality level, • Translation on Déjà Vu’s proven approach and distinctive including localization, product testing, engineer- • Desktop publishing Intelligent Quality technology, you can upgrade ing, DTP and so on. Our client list includes IT companies such as Google, HP, IBM, Microsoft • Website localization smoothly from any product to immediately reap the full benefits. and Oracle, and international corporations such as • Software localization Abbott, Ford, Nokia, Sony, Kaeser and Hitachi. ATRIL ORCO S.A. Arabic Language Services Madrid, Spain Athens, Greece [email protected] • www.alsme.com [email protected] • www.atril.com [email protected] • www.orco.gr

Specialists in Asian One Source for Go Global, Be Local Languages Localization Language Technologies? — Everywhere AsiaL10n is a localization specialist in Asian Do you want the flexibility to process text languages with its major operations located in or speech from any source? Would you like to Eiry Global Solutions specializes in software Bangkok. Utilizing competent technological tools deploy a solution and reduce associated costs localization and technical translation for and proven methodologies, as well as in-house from having to buy from multiple vendors? bidirectional languages such as Hebrew and and in-country linguists and DTP team, AsiaL10n AppTek is your single source for a complete Arabic. Our services include translating and has successfully delivered high-quality services at platform of highly accurate language technologies. localizing software; functional and linguistic QA; We provide you the options you need: online help; multimedia presentations; websites; competitive prices to its clients. • Hybrid machine translation and marcom materials. Eiry has experience with Major languages include Chinese, Japanese, • Automatic speech recognition most file formats and a wide variety of operating Korean, Thai, Indonesian, Malay, Khmer, Tagalog • Translation memory systems. Our experienced team uses state-of-the- and Vietnamese. • Multilingual search and retrieval art tools and rigorous procedures to provide you with world-class service and full satisfaction. • Entity ID and extraction

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09 Showcase #115 GSG copy.indd9 9 9/22/10 9:31:50 AM TRANSLATION Guide: GETTING STARTED /BUJWF4QFBLFSPS/POOBUJWF 4QFBLFS5IBU*TUIF2VFTUJPO

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page 10 The Guide From MultiLingual

10-11 FischerMalara #115 GSG.ind10 10 9/22/10 11:46:33 AM TRANSLATION GETTING STARTED:Guide

Cost-effective We’re Not Just Filter Software Translators . . . We Are Creating a Dialogue with the World Sysfilter Tools prepare texts that have been WORDSMITHS! collected in various programs so that they can be Our network of 500+ skilled professionals, processed with your standard software — for in FRENCH only inc./in SPANISH too! is a working in over 50 world languages and example, Word or XML-Editor. When the texts are small GIANT! numerous areas of expertise, provides you with translated, they are returned to their original format. • small and personal enough to ensure the precision and accuracy needed in today’s Sysfilter Tools are available for language continuity, short communications global marketplace. • Adobe InDesign, Illustrator, Photoshop® channels, fast feedback and short production • Interpretation and translation services • CorelDraw® cycles • Competitive pricing • Visio, PowerPoint and Excel® • large enough to meet your needs with a • Compatible with all common translation team of passionate, experienced, professional • 50+ languages • Free, no-obligation estimates memory systems in-house translators and project managers. Translation projects cost savings up to 95% are EN 15038-certified possible. in FRENCH only inc./in Tennessee Foreign Please check our Sysfilter Pack offer. SPANISH too! Translations Language Institute ECM Engineering Toronto, Ontario Canada Nashville, Tennessee USA Breitenbrunn, Germany [email protected] • www.translations.ca [email protected] • www.tfli.org [email protected] • www.sysfilter.de

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October/November 2010 • www.multilingual.com/gsg page 11

10-11 FischerMalara #115 GSG.ind11 11 9/22/10 11:47:50 AM UPCOMING EVENTS

QJune 2011 QGran Hotel Princesa Soﬁa Q Barcelona, Spain

QOctober 2011 QSanta Clara Convention Center QSanta Clara, California

Sponsorship and exhibit information available on request. [email protected] • [email protected]

www.localizationworld.com Q[email protected]

12 BackCover GSG.indd 12 9/22/10 9:34:53 AM TRANSLATION GETTING STARTED:Guide "OJOWJUBUJPOUPTVCTDSJCFUP

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