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Region Focus: China The translation market in the People’s Republic of China Preparing your product for the Chinese market Website globalization and e-business for China Mandarin translations of South Park Adapting e-learning to Chinese norms The three-layers approach to software internationalization

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03 MultiCorpora #102.indd 3 2/26/09 10:30:27 AM FRAMEMAKER LOCALIZA

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FRM FRM FRM MIF STF STF STF

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01b gatefold ad #102.indd 2 22/26/09/26/09 110:23:300:23:30 AAMM Integrated. Across integrates language technology into your company IT. Open interfaces enable seamless connection of PIM, CMS, and ERP systems as well as smooth collaboration with international subsidiaries and translation service providers. Independent. Being a technology specialist, Across does not offer any language services, and is solely committed to the optimization of its software products. This eliminates conﬂ icts of interest and ensures ﬂ exibility and transparency for all involved. Across. Hundreds of leading market players including Volkswagen, HypoVereinsbank, and SMA Solar Technology have already migrated to Across. What about you?

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AZ04-05_mul tAcross-Contentsilingual_Typo_en #102.inddgl.indd 2 4 20.02.2/26/092009 1 0 10:36:05:55:20 U hAMr u ti ingua M l L March 2009l Language | Technology | Business #102 Volume 20 Issue 2

QUp Front QFeature Articles Q 6 www.multilingual.com Q 7 Post Editing QRegion Focus 28 The translation market in the People’s QNews Republic of China — Chuanmao Tian Q 8 News 32 Preparing your product for the Q 15 Calendar Chinese market — Li Tang QReviews 37 Website globalization and e-business for 16 Translation, Globalisation and China — Martin Spethman & Nitish Singh Localisation: A Chinese Perspective 40 Mandarin translations of South Park — Reviewed by Tim Altanero

— Xiaochun Zhang Up Front 17 CJKV Information Processing, 45 Adapting e-learning to Chinese 2nd edition norms — Andrea Edmundson — Reviewed by Ultan Ó Broin Q Columns and Commentary QInternationalization 49 The three-layers approach 20 Off the Map — Tom Edwards to software internationalization 22 World Savvy — John Freivalds — Daniel Goldschmidt 24 The Business Side — Adam Asnes 52 Internationalized desktop 26 Perspectives — Gianni Davico publishing difﬁ culties — Lionel Lim 66 Takeaway — Ultan Ó Broin Q56 Basics

Q58 Buyer’s Guide 65 Advertiser Index

About the cover This throne chair with a carved nine-dragons design in red lacquer finish is from the Qîng Dynasty, 1644-1911. It is part of the permanent collection of the Shanghai Museum.

www.multilingual.com March 2009 MultiLingual 5

AZ_multilingual_Typo_engl.indd 2 20.02.2009 10:55:20 Uhr 04-05 Across-Contents #102.indd 5 2/26/09 10:36:06 AM on the web at www.multilingual.com

The new Resource Directory and Index is online now MultiLingual The 2009 Resource Directory and Editorial Index #102 Volume 20 Issue 2 March 2009 2008 from MultiLingual is now online and available Editor-in-Chief, Publisher: Donna Parrish to download for free at www.multilingual.com/ Managing Editor: Laurel Wagers Language | Technology | Business resourceDirectory Assistant Editor: Katie Botkin RESOURCE This 76-page must-have resource includes a ANNUAL DIRECTORY Translation Dept. Editor: Jim Healey EDITORIAL

comprehensive index of the eight 2008 issues of ANNUAL INDEX 2008 News: Kendra Gray MultiLingual, listings for nearly 800 companies in Illustrator: Doug Jones the localization industry and illuminating editorial Production: Sandy Compton Leveraging your local culture PMs and salespeople: resolving tensions Implementing quality management systems from Tom Edwards, Tina Cargile, Erin Vang, Betsy Web globalization and e-business for India Cover Photo: Donna Parrish Rodriguez, Martin Spethman and Nitish Singh. Webmaster: Aric Spence Download yours today! Technical Analyst: Curtis Booker Data Administrator: Cecilia Spence Assistant: Shannon Abromeit Circulation: Terri Jadick Special Projects: Bernie Nova Free downloads Intern: Kara Verby A software internationalization course created by G. Watson Inter- Advertising Director: Jennifer Del Carlo nationalization Services covers topics including general inter nationalization Advertising: Kevin Watson, Bonnie Merrell issues, C, C++, Java, international components for Unicode and testing Editorial Board Jeff Allen, Julieta Coirini, issues. Download the course for free at Bill Hall, Aki Ito, Nancy A. Locke, www.multilingual.com/courseMaterials Ultan Ó Broin, Angelika Zerfaß TRANSLATION MultiLingual “Getting Started” Guides at October/November 2008 GETTING STARTED:Guide Advertising [email protected]

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® -JGFµT-JUUMF best reproduction. Invaluable resources for clients, 5SBOTMBUJPOT Subscriptions, back issues, ® 4JY)BCJUTGPS novices and professionals in need of refresher 4VDDFTTGVM5SBOTMBUPST 5ISJWJOHJOB customer service ® 5SVTUCBTFE*OEVTUSZ courses. Printed copies of some guides are also [email protected] available (contact [email protected]). www.multilingual.com/ subscriptionInformation Submissions, letters [email protected] Editorial guidelines are available at www.multilingual.com/editorialWriter How to use www.multilingual.com Reprints: [email protected] MultiLingual Computing, Inc. GO TO the home page to see daily news updates and links 319 North First Avenue, Suite 2 to new website content as well as current job postings. Sandpoint, Idaho 83864-1495 USA MANAGE your print or digital subscription at [email protected] www.multilingual.com/subscriptionInformation www.multilingual.com

FIND a technology or service by searching our database © MultiLingual Computing, Inc. All rights reserved. Reproduction of more than 1,800 industry resources at without permission is prohibited. For reprints and e-prints, please e-mail [email protected] or call 208-263-8178. www.multilingual.com/industryResources MultiLingual (ISSN 1523-0309), March 2009, is published monthly except Jan-Feb, Apr-May, Jul-Aug, Oct-Nov for US $58, international $85 per year by MultiLingual Computing, Inc., CHECK OUT current thoughts from the MultiLingual editorial board at 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. Periodicals www.multilingualblog.com postage paid at Sandpoint, ID and additional mailing ofﬁ ces. POSTMASTER: Send address changes to MultiLingual, 319 North PLAN your travels by checking the calendar of events at First Avenue, Suite 2, Sandpoint, ID 83864-1495.

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6 | MultiLingual March 2009 [email protected]

06 Masthead #102.indd 6 2/26/09 10:37:34 AM Online Executive Education Program Katie Botkin Post Editing

Capturing China

Shortly after stepping into the dense air of Chinese summer, off the fi rst plane I ever took overseas, I was jolted into a face-to-face encounter with what would become the Three Gorges Dam and what were then scattered villages off a tributary below the Yangtze River. Until this point I had contented myself with taking mental photographs of scenes by intense focus, sketching or journaling. This EXECUTIVE Swas too different for such a free-form approach. ONLINE CERTIFICATE IN I felt myself becoming addicted to the cultural other, whether from watching a people on the brink of dispossession, the tangled beauty of the place, or the WEB endorphin high from caring about the Third World. Linguists are supposed to have perfect pitch, and the tonal contours of the language and landscape drove into GLOBALIZATION my mind as I bounced over mountain roads in the back of a bus, accompanied by a box of bananas and another of litchis. Whether or not I acquired perfect pitch, MANAGEMENT years later I could still explain to a German how to say something in Chinese more comprehensibly to his mind than the Chinese-speaker, as we all cleaned the toilets together in a New Zealand hostel. I would parrot the rhythm slowly and show with An online program my fi nger how the pitch rolled. for professionals So here I am again trying to show with my fi ngers how to get Chinese, and China, involved with any aspect though I myself am not the expert. Here it is: Tim Altanero’s review of Translation, Globalisation and Localisation: A Chinese Perspective and Ultan Ó Broin’s look at of conducting the second edition of CJKV Information global business and Processing set our tone. Then Tom Edwards talks of Kashmir, John Freivalds e-commerce. of the dollar, and Adam Asnes about corruption — data corruption, that is. Gianni Davico discusses the relationship www.globalizationexecutive.com between freelancers and translation company owners, and what both ultimately desire. Chuanmao Tian’s history of the Chinese translation market covers Marketing Outreach Partner: the years 1949-2007, while Li Tang’s overview of Chinese localization focuses on the present day. Martin Spethman and Nitish Singh give some details about e-business in China, and Xiaochun Zhang provides a contrast between two Mandarin translations of the same popular TV show — South Park. Andrea Edmundson wraps up the focus with a look at e-learning for Chinese businesses. In the vein of global business, Daniel Goldschmidt supplements a savvy internationalization approach, and Lionel Lim adds some advice for international The Localization Institute Inc. desktop publishing. Ultan Ó Broin’s Takeaway lays out objections to the treatment 7601 Ganser Way of content management and DITA. Madison, WI 53719, USA Phone 608.826.5001 I humbly offer my shot of a remote corner, snapped with a disposable camera. : [email protected]

www.multilingual.com March 2009 MultiLingual | www.localizationinstitute.com 7

07 PostEditing #102.indd 7 2/26/09 10:38:23 AM Translator training initiated by European Union Vietnam benefi ciary in training efforts encouraged for years by outsiders. An International Crisis Group’s A translation and interpreting training center funded by the Report — “Central Asia: What Role for the European Union?” (No. 113, European Union (EU) was inaugurated on February 12, 2009, 10 April 2006) — stated, for example, that “the EU cannot afford to in Hanoi, Vietnam. This has followed previous collaboration ignore Central Asia, where despite a surface calm, the potential for between Vietnam and the EU, including the opening of a instability and confl ict is high.” Vietnam-EU trade forum in January, where attracting foreign The DGT consistently promotes translator training in the EU and investors in the current fi nancial crises was on the agenda. elsewhere and states that all its translators are university graduates.

News Located at the Diplomatic Academy of Vietnam, the training In 2005, the DGT proposed a curriculum for a European Master’s in center is part of a European Commission program sponsored Translation to improve the standard of translation in the EU and now by the Directorate-General for Translation (DGT). The program encourages European higher education institutions to apply for the is expected to provide education for around 20 people and network. A conference is scheduled for March 16-17, 2009, in Brus- help Vietnamese train their own interpreters to work at con- sels, Belgium, to discuss admission criteria and other details. ferences and workshops. The DGT has a permanent staff of approximately 1,750 linguists The European Commission’s External Relations page on Asia and 600 support staff, employs additional freelance translators and states that “getting EU relations right with [Asia] is one of the agencies around the world, and deals exclusively with translation for major challenges facing Europe.” The EU’s role in Asia has been the EU.

Products and Services independent of external components. tool. The process uses existing translation Advanced International Translations memories and glossaries. Language Line Direct Connect, [email protected] TranslationToSpanish.com certifi cation for medical interpreters www.translation3000.com www.translationtospanish.com Language Line Services (LLS), Inc., a provider of interpreting services, has launched Lan- InQuira 8.1 TransiBar guage Line Direct Connect, created to assist InQuira, Inc., a developer of software ap pli- Scriptware, a translation tools developer, organizations to communicate with limited- cations for web self-help solutions and knowl- has launched TransiBar — human translation English-profi cient customers impacted by the edge man agement, has introduced InQuira made available through the web (www.transi US mortgage crisis. The service is available in 8.1 with Multilingual Dictionary — featuring bar.com). Translators and linguists collabo- over 170 languages. support for 13 languages. Updates include rate in a shared workspace. Language Line University, the interpreter translation workfl ow, cross-lingual search and Scriptware testing, training and certifi cation division of language dictionaries with categories for the [email protected], www.scriptware.nl LLS, and the International Medical Interpreters automotive, fi nancial services, telecommuni- Association have developed a national certifi - cations and customer service industries. XTRF non-expiring license cation program for medical interpreters. InQuira, Inc. www.inquira.com XTRF, a division of Lido-Lang Technical Language Line Services, Inc. Translations, has made the new version of [email protected] STAR TransitNXT XTRF Translation Management System avail- www.languageline.com STAR Group, a service provider for the able as software as a service. entire life cycle of technical information, has XTRF [email protected], www.xtrf.eu GlobalSight 7.1 released TransitNXT. The translation memory Welocalize, a provider of integrated global- software introduces new features such as MyScript Builder 4.4 ization services, has released GlobalSight 7.1, sync view, dual fuzzy, markup, web search Vision Objects, a developer of natural hand- the new open-source version of the transla- and resource editor. It comes in three versions writing recognition technology, has released tion management system. The release primar- and supports a variety of desktop publishing 4.4 of MyScript Builder. New features now ily targets two user groups: global, enterprise formats and fi le types including support for support Arabic and Turkish, bringing the companies and language service providers. software binaries. number of languages supported to 24. Welocalize STAR Group Vision Objects www.visionobjects.com [email protected], www.welocalize.com [email protected], www.star-group.net CloudView OEM Edition 5.0 AnyMem TranslateCAD Exalead Inc., a provider of software for Loca lization and software development TranslationToSpanish.com, a lan guage ser- web search markets, has announced the com pany, Advanced International Transla- vices provider, has launched its shareware availability of CloudView OEM Edition 5.0, tions, has released AnyMem, a translation tool TranslateCAD. The tool extracts trans- an automated solution for organizing and memory software solution. Its computer- latable text from any AutoCAD drawing, accessing high volumes of content. It sup- assisted translation engine supports Uni- creating a plain-text fi le that can be transports over 50 languages. code and works with any language pair lated using a computer-assisted translation Exalead Inc. www.exalead.com

8 | MultiLingual March 2009 [email protected]

08-15 News #102.indd 8 2/26/09 10:40:37 AM News

Authoring Coach 3.0 work in any language and with any com- Autonomy Corporation plc for approximately Sajan, Inc., a provider of language transla- puter-assisted translation tool. $775 million. tion technology and services, has announced Celencia A.R.T. International the latest release of Authoring Coach, its [email protected], www.celencia.com [email protected] authoring memory tool. Version 3.0 offers www.art-international.com improved search functionality due to the Language Engine 4.6 ANTHEA Languages integration of TMate Search Technology, the Health Language, Inc., a supplier of medical [email protected] company’s matching engine optimized for vocabulary and concept-based technology, www.anthealanguages.com the translation industry. has announced the availability of Language Translations International Inc. Sajan, Inc. Engine 4.6 — offering enhanced functionality [email protected], www.tiinc.com [email protected], www.sajan.com and performance parameters for automati- Advanced Communication and Translation, Inc. cally searching, indexing and coding free- www.act-translate.com WLS’ ‘No More Errors’ service text documents. The upgraded release also Interwoven, Inc. [email protected] Williams Language Solutions Ltd (WLS), a supports terminologies from most major www.interwoven.com provider of translations, editing, language Western languages such as Spanish, French courses and cultural training, has introduced and German in addition to English. Resources a new proofreading and text editing service. Health Language, Inc. Offered in UK and US English in marketing, [email protected] InDesign for Translators technical, scientifi c and general fi elds, ”No www.healthlanguage.com Tranfl ex AB, a language services provider, More Errors” is also available, with or without has released InDesign for Translators — with previous translations, in all the languages Business step-by-step instructions in the preparation offered by WLS. of InDesign fi les for translation. Authored by Williams Language Solutions Ltd Acquisitions agency manager Chris Phillips, the e-book [email protected], www.translate-it.org Q Provider of language ser vices, A.R.T. (www.indesign4translators.com) was created International has acquired ANTHEA Lan- for translators, translation agencies and desk- Open Text Web Solutions guages, a provider of translation and pub- top publishers. Open Text Corporation, a developer of lishing services. Tranfl ex AB web content management software, has Q Translations International Inc., a tech- info@tranfl ex.com, www.tranfl ex.com announced the latest release of Open Text nical translation services and business com- Web Solutions, including enhanced content munications company, has bought Advanced Executive Online Certifi cate distribution services to deploy intranets Communication and Translation, Inc. in Web Globalization Management and extranets and to localize and manage Q Interwoven, Inc., a provider of enterprise The Executive Online Certifi cate in Web multiple global websites. content management solutions, has entered Globalization Management is offered by the Open Text Corporation into a defi nitive agreement to be acquired by Executive Education Program of the John [email protected], www.opentext.com

ACP Traductera adds languages ACP Traductera, a translation and localization company, has added four new target languages to its translation services: Alba- nian, Greek, Macedonian and Turkish. ACP Traductera 40% reduction in technical [email protected], www.traductera.com communication costs! Xlengine beta version 400% increase in publication Celencia, a provider of linguistic services, productivity! STAR Group was founded has launched the beta version of Xlengine, Substantially reduce and potentially in Switzerland 25 years ago a transcription utility/service designed to eliminate translation costs! with the exclusive focus of facilitating cross-cultural technical communications Correction in all languages. A caption (p. 48) in Nelson Ng and Interested? The company has grown Neil McAllister’s article on eBay local- Take yourself to the next level to be the largest privately ization in MultiLingual #101, January/ and contact held multilingual informa- February 2009, incorrectly identiﬁ ed tion technology and the countries involved in eBay’s Uni- STAR Group – services company in the code project. eBay’s Unicode project Your single-source provider world with 42 offices in

did not extend to partner sites based in for corporate product communication. www.star-group.net/casestudies 32 countries. Brazil or Turkey.

www.multilingual.com March 2009 MultiLingual | 9

08-15 News #102.indd 9 ? 2/26/09 10:40:37 AM News

Cook School of Business at Saint Louis Uni- Participants are given the opportunity to KJI, Wilcox select Across technology versity. The program is self-paced and allows apply their knowledge through an internship KJ International Resources (KJI), a pro- professionals the freedom to work from their in a company or other institution. vider of trans lation services for the regulated homes and offi ces. Comprised of fi ve learn- Lessius University College industries, has selected the Across Language ing modules, in addition to best practices, [email protected], www.lessius.eu Server for its translation and terminology the program provides a mix of academic management system — to be integrated into and real-world case studies. Professor Nitish CSOFT white paper KJI’s existing proprietary project manage- Singh is the program leader. on terminology management ment system. Saint Louis University [email protected] CSOFT International, Ltd., a provider of The American division of Across has been http://globalizationexecutive.com localization, testing and outsourced soft- working with Wilcox Associates, a software ware development, has released the white company within Hexagon Metrology, a sup- Fifteenth edition of Compendium paper “The Vital Role of Terminology Man- plier of metrology software, services and of Translation Software agement in the Life Sciences.” The white equipment. In order to meet a requirement The fi fteenth edition of the Compendium paper stresses the importance of investing that Wilcox had for an HTML fi le merging of Translation Software (January 2009) is in terminology management at the outset utility, Across developed a tool that does now available. Compiled by John Hutchins of a project to help companies prevent con- the merge and then automatically restores on behalf of the European Association for fusion for the end user and avoid unneces- the fi les to their individual status after the Machine Translation, the compendium is a sary expense and delays. translation is complete. reference guide to computer-aided trans- CSOFT International, Ltd. KJ International Resources lation support tools, current commercial [email protected], http://csoftintl.com www.kjinternational.com machine translation systems and vendors. Across Systems GmbH European Association for Machine Translation Clients and Partners [email protected], www.across.net [email protected], www.eamt.org Vivisimo partners with WAND EnssnerZeitgeist transfers systems Postgraduate European Master WAND, Inc., a developer of structured to Plunet BusinessManager in Specialized Translation multilingual vocabularies, has signed a Plunet GmbH, a provider of business man- The Postgraduate European Master in Spe- technology partnership with Vivisimo, a agement software for translation services cialized Translation is a program offered both provider of search solutions. The agree- and agencies, has announced that Enssner- by experts from Lessius University College in ment enables Vivisimo to offer WAND Zeitgeist GmbH, a translation, documenta- Antwerp, Belgium, and others in education taxonomies to customers, expanding the tion and advertising agency, is transferring and the translation and localization industry conceptual search capabilities of Vivisimo’s its project management systems to Plunet throughout Europe. The program offers par- recently introduced Velocity Search Plat- BusinessManager. ticipants training in and an understanding of form 7.0. Plunet GmbH info@plunet.de, www.plunet.de translation and localization issues and tools. WAND, Inc. www.wandinc.com Three Innovators localizes Twitrans Three Innovators Ltd., developers of web initiatives, has announced that Twitter is using the OneHourTranslation platform for Twitrans — a free service designed to allow Twitter users to quickly translate short messages called Tweets. Three Innovators Ltd. [email protected] www.threeinnovators.com

MultiCorpora and SYSTRAN integrate technologies MultiCorpora R&D Inc., a software language technology provider, has signed a technology and original equipment manufacturer agreement with SYSTRAN Software, Inc., a provider of language translation software products and solutions, to add machine translation functionality to the MultiTrans client-server application. MultiCorpora R&D Inc. [email protected] www.multicorpora.com SYSTRAN Software, Inc. [email protected], www.systransoft.com

10 | MultiLingual March 2009 [email protected]

08-15 News #102.indd 10 2/26/09 10:40:37 AM Letters

Controlled language examples are useful, but. . . . kill or cause injuries to the personnel who are near the aircraft. As a member and then head of an important Italian aircraft The “one word, one meaning” rule should not be manufacturer’s translation department that took part in the considered “adaptable.” If one decides to use a controlled committee that prepared the fi rst AECMA SE set of rules and language, he or she should stick to the meaning given dictionary (now ASD 100 STE specifi cation) in the late 1980s, I read in the STE specifi cation, even if the fi eld is not aviation. It Berry Braster’s article (MultiLingual #101, January/February 2009) is very dangerous to tailor the meaning of a word to the perceived with keen interest. The article is informative. I liked it and found it expectations of the user. To use Braster’s example, if a supplier provides perfect for readers who are still fairly new to simplifi ed languages. a manual where the word follow means to do, and another supplier, I have some objections, however. The examples used by Braster according to its own perception of the user’s expectations, provides a in the beginning — although taken from published manuals — are manual where the same word means to come after, the user will be so badly written as to make the case for a controlled language a hopelessly confused, and safety may become a concern. hands-down win. It would have been much more instructive — and The statistical method described in the article was exactly the one fairer — to demonstrate how you can improve on an already easily used to select the “approved words” at the very beginning of the STE understandable text by using a controlled language. Can the fol- program. The approach was slightly different when it came to selecting lowing be good examples (before and after renditions into STE from “technical names,” which are all acceptable provided they are included a helicopter manual and an aircraft manual)? in the applicable documentation (engineering drawings, technical Before: The POWER switch is independent and may, at any time, manuals, etc.). An effort to standardize the technical terms in the be used to remove power from the system (including the lamp). overall documentation of the company was made by my department, When turned on, it enables the joystick, command switches and but discussing that would take more than an additional page. It should system status/fault monitoring. To turn off the XP search light also not be forgotten that verbs describing manufacturing processes system, place the locking switch in the PWR OFF position. This (machining, countersinking) and computer terms can be used when automatically switches the searchlight off, which proceeds to the writing in STE. Eventually, but most important, STE was not developed pre-selected stow position and locks into place. for nonnative speakers and translation. The leading ideas were that After: The POWER switch operates independently and energizes manuals would become so easy to read that no translation would be or de-energizes the system. When set to on, it lets the operation required, and documents would be easy to read by native speakers of the joystick, the switches and the status-fault monitoring LEDs. having a low education level. Based on many years of thorough expe- To de-energize the XP search light system, set the POWER ON/OFF rience, accumulated after I started my own business as a freelance switch to PWR OFF. The XP search light systems goes off, and the translator, teacher of technical English, writer and editor, I must say search light moves to the stowed position and locks there. that the speakers of Latin languages like STE less than native speakers. Before: WARNING: The components of the canopy severance sys- During my courses, I usually produce an original text, an intermediate tem must be considered weapons. Therefore, their maintenance shall version and a fully STE version of the text. Italian pupils generally rate be performed only by authorized personell. Accident initiation of the the full STE version “too childish” and are happy with the intermediate canopy severance system components may result in injuries to or one. I have come to believe that controlled languages are the future death of personnel staying in close proximity of the aircraft. and think that we should reach the point where translation — contrary After: WARNING: The components of the severance system of to my own interest — is no longer necessary. the canopy are as weapons. Only approved personnel can do their Kindest regards, maintenance. The accidental initiation of these components can Roberta Fischer Malara, BZB Traduzioni tecniche

Announces the 7th edition of the award-winning The Guide to Translation and Localization For your FREE copy visit: www.lingosys.com

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www.multilingual.com March 2009 MultiLingual | 11

08-15 News #102.indd 11 2/26/09 10:40:38 AM News

Acclaro wins new accounts, relocates in other countries and cultures. Through this McElroy partners with Kilgray Acclaro Inc., a translation and localization partnership, CTS LanguageLink will provide a McElroy Translation Company, a language fi rm, has relocated its San Francisco, Califor- pre-translation step of cultural adaptation service provider, has signed a licensing and nia, offi ce. The move was made in response prior to involving its translators. partnership deal with Kilgray Translation Tech- to new business, including SunPower, Design CTS LanguageLink [email protected] nologies, developer of the MemoQ translation Reactor, Williams-Sonoma/Pottery Barn and www.ctslanguagelink.com server — chosen for its adaptability to future PGP Corporation, that have created a need eWorld Learning, Inc. technology initiatives at McElroy. for additional staff and more offi ce space. [email protected] McElroy Translation Company Acclaro Inc. www.eworldlearning.com [email protected] [email protected], www.acclaro.com www.mcelroytranslation.com Microsoft, city of Chicago and Kilgray Translation Technologies Clay Tablet and Double-Take select Translations.com [email protected], www.kilgray.com MO Group International partner Translation services and technology com- Clay Tablet Technologies and MO Group pany, Translations.com was chosen to local- People International have announced a strategic ize Doritos Dash of Destruction — a racing partnership. Clay Tablet 2.0, a connectivity game that was simultaneously launched in Recent industry hires platform, will connect any client content four languages (English, Spanish, French and Q Plunet GmbH, a provider of business system to the translation technologies in German) on Microsoft’s Xbox LIVE Arcade. management software for translation ser- use at MO Group, providing the capability Translations.com was also selected by the vices and agencies, has added Peggy Grafe of enhancing the company’s multilingual city of Chicago to provide global communi- as the new business development manager search engine optimization solutions. cation services as well as localization soft- in the company’s Berlin offi ce. Clay Tablet Technologies ware for the city’s offi cial tourism website Q Global Lingo Ltd., a language service [email protected], www.clay-tablet.com (www.explorechicago.org). With the hope of provider, has added Timi Aladewolu as sales MO Group International hosting the 2016 Summer Olympics, Chicago director. [email protected], www.mogi.eu.com recognized that multilingual communica- Q Moravia Worldwide, a globalization tion would be necessary to present itself as solution provider, has extended its dedi- CTS LanguageLink enters a world-class metropolis and international cated Life Sciences Practice and hired Rich- partnership with eWorld Learning tourism destination. ard Chin as the practice lead to be based in CTS LanguageLink, a provider of transla- Double-Take Software, a developer of real- the company’s California offi ce. tion, interpretation and localization services, time data protection and disaster recovery Q Sure Languages Limited, a language has announced a strategic partnership and solutions, has chosen ABREVE as its auto- services provider, has hired Dean Bickham as alliance with eWorld Learning, Inc., a con- mated content optimization tool. director of business development. The com- sulting and solutions company that special- Translations.com [email protected] pany has also relocated to the Innovation izes in the adaptation of e-learning for use www.translations.com Centre on the Exeter University campus. Q The Translation People, a provider of language translation services, has hired Fiona McGhee as account manager. Q Adaptive Globalization Ltd., a provider SYSTRAN Premium of recruitment services for the localization and translation industry, has hired Elly Liu Translator 6 as recruitment director for its Beijing, China, location. %FTJHOFEGPS5PEBZµT Q CSOFT International, Ltd., a provider of localization, testing and outsourced software 1SPGFTTJPOBM5SBOTMBUPS development, has hired new staff as part of its US and Shanghai, China, expansion plans. Streamline the translation workflow and NEW V6 Uwe Muegge joins as director of the MedL10N automate the human translation process division. Hirotoshi Ono will be the director of to minimize costs. the Shanghai business unit. 50+ language pairs Q Partnertrans UK Ltd, an interactive Optimize translations. Desktop and server solutions entertainment localization agency, has hired Increase productivity. Adam McGowan as business development New and intuitive Translation Toolbar is Cost-effective. always available on the desktop manager to expand its European operations. New Dictionary Lookup provides instant Visit us online at Q Across Systems GmbH, a provider of www.systransoft.com access to SYSTRAN, Larousse and corporate translation management systems, Chambers dictionaries has moved into a larger offi ce space in Glen- Enhanced customization tools to manage dale, California, and added James Freville as dictionaries, TMs, post-editing, and QA regional sales manager of strategic accounts and new accounts acquisition. Q The Language Technology Centre Ltd.,

12 | MultiLingual March 2009 [email protected]

08-15 News #102.indd 12 2/26/09 10:40:38 AM News

a software developer and language service been certifi ed to the ISO 13485:2003 qual- survey among over 250 independent lan- provider, has added Nadia Portera-Zanotti as ity standard. guage service providers (LSPs) in order to market research executive for its UK offi ce. Q Eurotext Translations, a translation and investigate to what extent machine trans- Q Language service provider, McElroy localization company, has been certifi ed to lation (MT) as a computer-assisted transla- Translation Company, has promoted Mark ISO 9001:2008 and EN 15038:2006. tion technology is currently being used in Ritter for a newly created position of chief Q Centrum Lokalizacji C&M Sp. z o.o., the translation services business area. language offi cer. a language service provider, has achieved The participating LSPs were international Q CETRA, Inc., a provider of customized PN-EN 15038:2006 certifi cation. and of varying sizes and offered diverse mar- language solutions to governments and Q Peritus Precision Translations, Inc., a ket services. The respondents to the survey businesses worldwide, has promoted Tony translation service provider, has received ISO were senior executives and operations, project Guerra to director of operations and Angèle 9001:2008 certifi cation. and sales managers. The survey revealed new Surault to head of translation services. Q iSP - international Software Products trends in the deployment of MT technologies. Q Mila Tova International Translations B.V., a localization services provider, has been Cross Language n.v. Ltd., specializing in English, French, Arabic awarded ISO 9001:2008 certifi cation. [email protected], www.crosslang.com and Hebrew translation services, has hired Excel Translations, Inc. Esther Binyamin to manage its interna- [email protected] Larsen logo and website redesigned tional business development department. www.lifesciencestranslations.com Larsen Globalization, a recruitment agency Q Applied Language Solutions, a pro- Eurotext Translations for the localization industry, has redesigned vider of translation services, has added John [email protected] its logo and website. The company has offi ces Dixon as service director for translation. www.eurotexttranslations.com in the United Kingdom and United States. It Plunet GmbH Centrum Lokalizacji C&M Sp. z o.o. can also provide staffi ng in Asia. [email protected], www.plunet.de [email protected], www.cmlocalization.eu Larsen Globalization www.larseng11n.com Global Lingo Ltd. Peritus Precision Translations, Inc. [email protected], www.global-lingo.com [email protected] ELDA internship Moravia Worldwide www.peritustranslations.com The Evaluation and Language Distribu- [email protected] iSP - international Software Products B.V. tion Agency (ELDA) is offering a six-month www.moraviaworldwide.com www.isp.nl to one-year internship in human language Sure Languages Limited technology for the Arabic language, with [email protected] Announcements a special focus on machine translation www.sure-languages.com and multilingual information retrieval. The The Translation People Cross Language MT internship is organized in the framework of [email protected] usage survey report the European project MEDAR (MEDiterranean www.thetranslationpeople.com Cross Language n.v., a consulting and ARabic language and speech technology). Adaptive Globalization Ltd. systems integration fi rm, has conducted a ELRA/ELDA [email protected], www.elda.org [email protected] www.adaptiveglobalization.com CSOFT International, Ltd. [email protected], http://csoftintl.com Partnertrans UK Ltd [email protected] www.partnertrans.com Across Systems GmbH ® [email protected], www.across.net tmmix The Language Technology Centre Ltd. [email protected], www.langtech.co.uk McElroy Translation Company The lossless TMX-engine [email protected] www.mcelroytranslation.com • Legacy translation data to standard TMX CETRA, Inc. [email protected], www.cetra.com • Easily switch translation tools and vendors Mila Tova International Translations Ltd. • Preserves all existing metadata [email protected], www.milatova.com • Enriches TMX with new metadata Applied Language Solutions • Embeds existing conversion processes www.appliedlanguage.com • Prepares data for SMT • Reduces 90% of processing time Awards and Certifications 05 Standard certifi cations Q Excel Translations, Inc., a translation mix and localization company focused on the For more information about tm visit grafidata.nl medical and life sciences industries, has

www.multilingual.com March 2009 MultiLingual | 13

08-15 News #102.indd 13 2/26/09 10:40:39 AM News

Industry Profile: Freelancer multitasks on movie sets

Basic language skills can open doors parentheses. Then when I get into Trados, to unexpected career opportunities. After I copy and paste. Battery life on my Palm various jobs in Europe including teaching Pilot lasts various days, and I can be work- English as a second language and website ing, taking advantage of the downtime. translation, Donovan Libring currently One of the greatest things about this job works as a dual freelance translator/inter- is that it gives me the freedom to be my preter for Ricardo Cruz Moral, a Spanish own boss. As long as I have an internet con- stunt coordinator and horse master. nection, I can go to the beach or the moun- tains or back to California. My grandma has MultiLingual: How did you become qua l- a hard time understanding it. Whenever I’m ifi ed in interpretation and translation work? back home for an extended visit, she asks Libring: I’ve never done any interpreting me, “Now, what are you doing for work or translation studies. I lived in Spain during Libring (second from left), on the set of Prince these days?” my junior year of college. As a byproduct, Caspian, sometimes acts with his stunt crew. MultiLingual: What advice would you friends came to visit, and I had to interpret and this and that. We developed a business give to people looking for jobs in the enter- for them. When I was fi rst there, I worked in relationship and a friendship, and he started tainment industry? one of the nicest hotels in Spain, and I had calling me pretty much all the time. Libring: Translation in the entertain- to speak French, Spanish and English. When He took me on for Hidalgo. It was in ment industry is a little harder to get you’re in Spain, English is the big advantage Morocco, and they needed him to train into because from what I understand, it’s you have. They would say, “Hey, you speak the Moroccan horses. They had only hired about contacts. If you want to work in the English. We need you to do this.” It came him and not me, and he said, “Don’t worry. industry, though, you can do it. You can natural for me. Eventually, I decided to quit They’ll see they need you” — so I’m listed in fi nd something to do and work for diddly- my job and become a freelance translator. It the credits as the “stunts interpreter.” squat running around all day, and you can was a big jump, a leap of faith. When I’m working on a movie, I do a lot of make contacts that way. One thing people MultiLingual: What sort of translation do production interpreting. I’ll read the script, don’t realize is that it’s just another indus- you do? and I’ll translate it for Ricardo. We make try. You work long hours, six days a week, Libring: I do a little bit of everything. I also notes about what we need to ask because sometimes seven. It’s not the glamour of have worked on computer software texts a lot of times the script is vague, like “the Hollywood. It does have its perks, but you and a wide range of business, marketing, actor gets on the horse and rides away.” work really hard. You have to ask yourself: sports, leisure and tourism type texts. I really Now he basically has me coordinating how much do you want to do it? enjoy doing legal translation. If I’m working the department, and he works on training If you’re multilingual, you can become from home just normally, my internet and the actors and the horses. When I’m on set, useful to somebody, and the more useful you Skype are constantly connected. Mostly I I’m there with a walkie-talkie. When you’re are, the more you get paid. It just depends work with good translation agencies, so I working on a fi lm set, you’re working with on where you draw the line on what your don’t have to go out looking for jobs. I’m a fi rst and second unit, and sometimes you responsibilities are. They always want to pay straightforward and honest with my clients, have to split your team up. He has to have you the least for the most time. You can so I won’t do work that’s way outside my someone he has confi dence in. It has turned start looking at it and thinking, wow, I make ability, and I can deliver work ahead of time, into more than being an interpreter; it’s a lot more hourly at home. which my clients appreciate. Doing a broad turned into being an assistant. I have friends who work in subtitling and range of translations, you’re basically being On-set, with prepping the animals and dubbing, and that’s a lot more lucrative. But paid to learn. You have to read a lot of doc- everything, we end up working 16 hours a there are a lot of productions people can get umentation and learn about a lot of things day, sometimes more. During that time, I’ll involved in. The Internet Movie Database you wouldn’t normally be exposed to. talk to my clients and let them know I won’t (www.imdb.com) — you can get information MultiLingual: When and how did you be able to do urgent translations. Little there or sign up to get updated on certain meet up with Ricardo Cruz Moral? translations I can load on my Palm Pilot, movies. For instance, I just worked on Prince Libring: That’s actually a really interesting though, because there’s a lot of down time of Persia, and that’s in post-production. story. Ricardo needed someone to translate on a set. During Prince Caspian, I actually MultiLingual: With all this, are you regis- a few things and make a few phone calls. He translated a long translation that way; I tered as your own translation company? does movies inside of Spain and abroad, and think it was 10,000 or 20,000 words. I broke Libring: It’s just me. I’m working on a he fl ipped open the yellow pages and came it down, so I only had to do 1,200 words a website, and I’m registered as nicevictory across an old language academy I’d worked day or something. You can get stressed by translations, but I haven’t started my own for on a part-time basis. He called them and deadlines if you aren’t organized. translation agency or anything. The purpose said, “Hey, I need someone to translate,” and MultiLingual: So, wait, can you use CAT of me being a freelancer is not being tied they said, “We don’t do that, but we know tools on your Palm Pilot? down. People think, “Oh, I couldn’t move someone who could help you.” I got a phone Libring: Well, no. Most translations are somewhere else and learn a new language, call out of the blue. We met at a café, and he Word documents, but what I can do is slam and I need this much per month.” Those gave me some invoices and a letter, I think, a Word document on there, and at the end are the things that keep people from doing and said he also needed to call a producer, of each sentence I put the translation in what they would like.

14 | MultiLingual March 2009 [email protected]

08-15 News #102.indd 14 2/26/09 10:40:40 AM Networking Days Amsterdam March April 23-25, 2009, in Amsterdam, The Netherlands. European Language Industry Association Ltd. TAUS Executive Forum [email protected], www.networking-days.com Calendar March 25-27, 2009, in Edinburgh, Scotland. Translation Automation User Society Content Management Strategies/ www.translationautomation.com/meetings/ DITA North America 2009 edinburgh-march-25-27-2009.html April 27-29, 2009, in St. Petersburg, Florida USA. Center for Information-Development Management Improving the Readability of Your Patient Information [email protected] March 26, 2009, online. www.cm-strategies.com ForeignExchange Translations, www.fxconferences.com/improving-the- readability-of-your-patient-information-P293.aspx Eye-to-IT Conference on Translation Processes April 28-29, 2009, in Copenhagen, Denmark. EACL 2009 Center for Research and Innovation in March 30-April 3, 2009, in Athens, Greece. Translation and Translation Technology European Chapter of the Association for Computational Linguistics [email protected], www.cbs.dk/critt/eyetoitconference www.eacl2009.gr May April Localization Certifi cation Program 2009 CATI Conference May 11-13, 2009, in Cologne, Germany. April 4, 2009, in Durham, North Carolina USA. CSU, Chico Center for Regional and Continuing Education Carolina Association of Translators and Interpreters and Research Foundation, GALA, The Localization Institute [email protected], www.catiweb.org/news.htm#conference [email protected], http://rce.csuchico.edu/localize PALC 2009 Translation World April 6-8, 2009, in Lodz, Poland. May 11-13, 2009, in Toronto, Ontario, Canada. Practical Applications in Language and Computers The Language Industry Association (AILIA)/ [email protected], http://palc.ia.uni.lodz.pl Association de líndustrie de la langue 6th Language & Technology Conference [email protected], www.translationworld.com April 16-18, 2009, in Cordoba, Argentina. ALC 7th Annual Conference IMTT Translation & Training, [email protected] May 13-16, 2009, in Austin, Texas USA. www.imttconference.com The Association of Language Companies ELIA School for Language Service Providers www.alcus.org/activities/alcconference April 20-21, 2009, in Aachen, Germany. Localization Project Management Certifi cation European Language Industry Association Ltd. May 14-15, 2009, in Cologne, Germany. [email protected], www.elia-association.org/index.html?_id1=80 CSU, Chico Center for Regional and Continuing Education 2nd International Conference on and Research Foundation, GALA, The Localization Institute [email protected], http://rce.csuchico.edu/localize Arabic Language Resources and Tools April 22-23, 2009, in Cairo, Egypt. ITI International Conference 2009 Mediterranean Arabic Language and May 16-17, 2009, in London, UK. Speech Technology Consortium Institute of Translation & Interpreting, www.iti-conference.org.uk [email protected], www.medar.info/conference June MemoQFest April 23-24, 2009, in Budapest, Hungary. Gilbane San Francisco 2009 Kilgray Translation Technologies, www.memoqfest.org June 2-4, 2009, in San Francisco, California USA. Lighthouse Seminars/Gilbane Group, http://gilbanesf.com 12th Annual CLUKI Colloquium April 23-24, 2009, in Dublin, Ireland. Global Support Optimization Summit 2009 Centre for Next Generation Localisation June 3-5, 2009, in Dalian City, China. [email protected], www.cngl.ie/cluki Translation Automation User Society, www.translationautomation .com/meetings/global-support-summit-2009.html China International Summit on Business Globalization April 23-24, 2009, in Shenzhen, China. Localization World Berlin 2009 Translators Association of China, [email protected] June 8-10, 2009, in Berlin, Germany. http://2009citif.tac-online.org.cn/node_513160.htm Localization World Ltd., www.localizationworld.com

www.multilingual.com March 2009 MultiLingual | 15

08-15 News #102.indd 15 2/26/09 10:40:41 AM 16-19 Reviews #102.indd16 16 Current Developments.Thisisquitehelpful astheﬁ book dividestheessaysintotwoparts:HistoricalOverviews and and wellplacedwithintheirappropriate academiccontexts.The are writteninatraditional academicmanner, allwellreferenced theory, preferably both. a stronger background inChinesecultural historyortranslation this onesentence.Thebookislikelybettersuitedtothose with to understand theintenseamountofinformationcontainedinjust theories.” Ihadto“read around” several areas ofinquirytobegin | postmodernist literature and20 how thatledtoa“delugeoftranslations andmodernist example, weare toldofthe“cultural fever”ofthe1980sand concepts thatwillbeunfamiliartothecasualreader. For context.” However, itisanambitiousread, touchingonmany studies ingeneral andintranslation practice inaChinese. . T

MultiLingual The focusofthebookisdecidedlyacademic,andessays The bookis“intendedforthoseinterested intranslation volume addresses. relatively littleinEnglish, creating avoid thatthis to theeditors, Chinesescholars have published ries particulartotheChinesesituation.According to discuss various debatesandresearch trajecto- rope andNorthAmerica.Theaimofthebookis and Macao,oneinTaiwan, andtherest inEu- Special Administrative Regions ofHongKong of higherlearning,fourinChina,three inthe ﬁ together agroup of11 scholars workinginthe

eld oftranslation studiesatvarious institutions Reviews This stimulatingcollectionof10 essays brings Community College,inAustin,Texas. Communications, SpanishandGermanatAustin Tim Altaneroisanassociateprofessor ofTechnical ac 09 [email protected] March2009 Welcome andchallengingdiscussionofChinesetranslationpractices Reviewed byTimAltanero A ChinesePerspective Translation, GlobalisationandLocalisation: th centuryWestern literary rt section rst 220 pp. 2008. $99.95,hardcover, Multilingual MattersLtd., and SunYifeng,editors. Translation, Globalisation Globalisation Translation, and Localisation: A Chinese Chinese A Localisation: and Perspective, Perspective, stream fi Film another byMaoSihui(“Translating Popular Culture: FengXiaogang’s from hisnativeDenmarktoshedlighton contemporary Chinaand Tension”) byCayDolleruponglobal/local “tension”usingexamples the writers andtheirdeepintellects. of translation studies.Everyessaydemonstrates thehighcaliberof series, whichhasbeenwidelycitedandinfl in China,respectively. ThebookbelongstotheTopics inTranslation translation from a post-colonial perspective andtranslation studies Yifeng, are widelypublishedandcontribute articlesoncultural Towards anInterdisciplinary Field.”Theeditors, Wang NingandSun translation studiesitself—“A GlobalViewofTranslation Studies: fi Western universities. Thisexplainstheirprofound familiaritywiththe eld oftranslation studiesandperhapsalludestoafuture volume Some highlightsincludeanarticle(“Translation intheGlobal/Local The editors pointoutthatallofthescholars are welleducatedat Wang Ning Big Shot’s Funeral lm asacasestudyfortranslating popularculture. asaPolynuclear Text”) usingaChinesemain- editors seemtohintthat globalization, “glocalization”andsoon.The debate abouttheboundariesoflocalization, the contextofthismagazineisongoing access them. historically grounded before attemptingto that rightlyassumethereader wouldbe prepares thereader forthelatteressays of computational defi tural baggage,takingusfarawayfrom the even more loadedwithpoliticalandcul- reads through theessays,termsbecome these twowords tobesynonyms.Asone leading onetoaskwhethertheyintend a less-divisivetermthan who contributesanarticleonthefi certainly haveheard ofEdwinGentzler, volume. Studentsoftranslation studieswill group ofscholars towriteandeditforthis The terminologythatcaptures interest in One couldnotaskforamore prestigious MultiLingual are usedto. nitions longtimereaders uentialinthedirection globalization Westernization eld of eld 2/26/09 10:47:17 AM is , Reviews

that will feature essays by Chinese academics with no English translation and insuffi cient would be manifested — in translation, schooled in the Chinese university system. explanation. In another example (p. 147), theory, or some other concept or a combi- I would suggest beginning with Sun we fi nd the English and Chinese texts nation of several forces? Yifeng and Mu Lei’s comprehensive article together, with Dongfeng placing emphasis However, therein lies the beauty of this on translation studies in China — “Trans- on several characters in the Chinese but not book. It challenges the reader on a number lation Studies in China: A ‘Glocalized’ the English, so the meaning is not immedi- of fronts and invites further inquiry and Theoretical Practice” — as most readers ately clear. explanation. I must confess that I have probably will not be as familiar with the Some of the articles contain academic gained a different perspective on China fi eld as is necessary to access some of the jargon that is diffi cult to understand. For and have been reacquainted with the word other essays. The historical background example, in the introduction Ning and hegemony, which I shall use with libidinous presented will be vital to the reader, and Yifeng write that “modernity, as a ‘bor- impunity around the offi ce. the writing is engaging. rowed’ or ‘imported’ theoretical concept, All in all, this is a welcome book that earns Even with this background, there may is eagerly sought by a deliberate rejection its place among the titles in the Topics in be times when non-Chinese readers become of the past and its cultural-political tradi- Translation series. The reader with an interest dumbfounded. I was perplexed by Wang tion” (p. 4). I need to “read around” again in China will fi nd a surfeit of information, Dongfeng’s examples in “When a Turning to fi nd out the context in which modernity while most graduate students and scholars Occurs: Counter-evidence to Polysystem is a theoretical concept, and I am unsure will fi nd the tome indispensable with an Hypothesis,” as some of them are in Chinese of the deliberate rejection and how that exhaustive bibliography as a lagniappe. M

CJKV Information Processing, 2nd edition

Reviewed by Ultan Ó Broin A must-have reference for multilingual computing

Chinese New Year, the Year of the Ox, is a fi ne time sets and font tools, typography, out- for me to review CJKV Information Processing, 2nd put methods, information processing edition, by Ken Lunde. Having seen Ken a few years techniques, operating systems, text editors, word processors, dictionar- ago at an Internationalization Roundtable in Tahoe, ies and dictionary software, and web CCalifornia, and being familiar with his reputation as and print publishing. one of the experts on the subject of the digital repre- The fi rst edition of this book was sentation of Eastern languages information — CJKV published in 1999 and became the is an acronym for Chinese, Japanese, Korean and leading publication on the subject. Vietnamese — and with his many publications on the The second edition updates this information, taking into account changes matter, I didn’t expect to be disappointed. I wasn’t. since then, notably the universal accep- tance and increasing adoption of the The initial problem I faced in reviewing the new edition of CJKV Information Processing, various encodings of Unicode (UTF-8, his book was how to evaluate the subject in some meaning- 2nd edition, by Ken Lunde. UTF-16, and UTF-32) as the best way ful way. I decided I would approach the review from a broad O'Reilly Media, 2008. $59.99, to represent text in digital format. soft bound, 900 pp. internationalization problem-solving perspective that might be This edition also refl ects the status of used for any other project. Would the book provide answers to OpenType as the preferred cross-platform format for fonts and the the specifi c problems of which character sets and encodings to favoring of PDF, a Unicode-compliant format, for publishing on use, explain issues of storage, code conversion, input, output, the web (whether it is “preferred” over HTML is another question). and string processing, and offer some development guidance and original insights into the latest developments in the fi eld? I found that this book did, indeed, do all this incredibly well. Outside of the usual organizational material of preface, over- Ultan Ó Broin, MultiLingual editorial board member view, appendices, glossary, index and so on, the book is divided and Blogos contributor, works for Oracle in Ireland. He into chapters on writing systems and scripts, character set stan- is completing a master’s dissertation on the social and dards, encoding methods, input methods, font formats, glyph organizational impacts of information technology.

www.multilingual.com March 2009 MultiLingual | 17

16-19 Reviews #102.indd 17 2/26/09 10:47:18 AM Reviews

But most importantly, this update is des- Locale Common Character Set Recommended Character Set perately needed because of the staggering technology globalization efforts that the GB 18030-2005 China GB 2312-80 world has seen in the last 10 years with (mandated by the government) all its implications for multilingual support, GB 2312-80 GB 2312-80 as well as the need to reﬂ ect on how far Singapore web-based technologies have advanced Big Five or CNS 11643-2007 Planes 1 Additional planes of CNS 11643-2007 and changed. Plus, of course, we need to Taiwan and 2 (depending on operating system) anticipate changes due to the uptake of new technologies and patterns of usage, Hong Kong Hong Kong SCS-2008 Same such as mobile computing. Japan JIS X 0208:1997 JIS X 0213:2004 (a subset of the other) To begin with, the book offers a warning. CJKV languages do require special process- South Korea KS X 1001:2004 Same ing and can be challenging to understand. KPS 9566-97 Same This is due to their use of a mixture of North Korea different, often related scripts (Japa- TCVN 5773:1993 and Same nese relies on Latin characters, hiragana, Vietnam TCVN 6056:1995 katakana, and kanji, for example), tens Table 1: Common character sets are sometimes, but not always, the best to use. of thousands of characters, no universal Source: CJKV Information Processing, 2nd edition. character set standard for each language, no related standard encoding, no common and provides a useful base for the rest as the coded set subdivision into national input devices, and different typographic of the book, introducing new terms and and international categories (it’s at this and rendering challenges related to vertical their local names. What follows is infor- chapter that beginners will begin to skip as well as horizontal output. mation on character sets that delves in pages, thumbing through the rest or The initial chapter explains the various great detail into the differences between reverting to the index for more recog- types of CJKV scripts and writing systems the coded and noncoded variants, as well nizable territory). Each coded character set is explored, and advice is offered to developers on which one to use and when (Table 1). From here, detail is also provided on how these character sets are encoded, usefully including legacy and interoper- ability issues too, considerations all too often forgotten in development projects. Needless to say, Unicode is mentioned extensively, along with a call to embrace its advantages. Acknowledging that the whole area of CJKV encoding can seem a “real mess,” the advice in the encoding chapter will be valued by many developers as they make sense of the challenges. In the chapter on input methods, an area that causes much confusion, both the methodology and the hardware necessary for entering CJKV characters is explained. Direct and indirect methods are discussed, transliteration is explained and so on. Current information on mobile keyboard arrays — for example, Chonjiin Hangul from Samsung and EZ Hangul from LG — is provided, along with insights into other input methods (voice, pen and others), and details on input method editor software for the different languages. The chapter on output method complements this with information on display, printing and so forth, and discusses and advises developers on approaches to technology such as PDF, ATM, PostScript, OpenType, TrueType, print drivers and more.

18 | MultiLingual March 2009 [email protected]

16-19 Reviews #102.indd 18 2/26/09 10:47:19 AM Reviews

Unsurprisingly, given the author’s back- timely references to recent versions of code points, characters and so on became ground, there is much attention given to programming languages, applications and a little tiresome at times; I wondered if fonts and glyphs of the various types used operating systems, as well as changes in some of these could have been looked up for these languages — bitmapped, outline technology usage such as mobile. For on the web itself (lots of developers I know and OpenType. This chapter includes example, we learn about the problems seem to enjoy printing reams of pages off information on the different development associated with the different Japanese the web and leaving them scribbled on toolkits as well as the support offered by i-mode, EZWeb and SoftBank Mobile 倄㠖 around their offi ce), thus reducing the size various operating systems and applica- ⷦ (emoji or emoticon) sets used on cell and cost of the book. tions, handling typographic challenges with phones and the implications for standard- This book will fi nd a ready audience these languages and more related topics. ization. The book is a signifi cant advance with those who need to work directly with Naturally, the representation of the CJKV in rolling back much of the mystique CJKV, but it will also be of great interest characters in terms of spacing, shap ing of CJKV information processing, one to anyone involved in internationaliza- and other characteristics is also excellently shrouded by the deterrent of linguistic tion who having covered the basics now covered. ignorance, so that working with these wishes to delve more into “multi-byte” In the area of information processing, languages at a digital level is no longer processing (though this book is not for one of the major issues in international- something to be avoided at all costs. a beginner still in “single-byte” land). ization is that of code conversion (or The book itself makes extensive use of For developers of mobile, web or desktop rather lack thereof), so I was especially the CJKV languages, using native forms to applications and operating systems, as pleased with this chapter’s coverage of describe terms (usually included in paren- well as typographic developers, this book CJKV code conversion and text handling theses) and to provide examples. Although is a must-have up-to-date (even predic- techniques. This chapter also includes you do not need to know any CJKV to use tive) multilingual computing development information on how languages such as this book, it’s clear that a basic knowledge reference work. As it stands, costly as it is, C/C++, Java, Perl, Python, Ruby and oth- of at least one of these languages would this book is a highly recommended pur- ers can be used, and it includes details of be useful in accelerating through the chase as the “off-the-shelf” encyclopedic algorithms in C, Java and so on that may learning curve. A mild criticism overall, but reference on information processing for be useful. Line breaking, search engine I felt the extensive replication of tables of CJKV languages. M text processing, spelling and grammar checkers, and the nightmare of multiple sorting methods used in these languages are also covered. The chapter on operating systems, text editors and word processors is cutting Succeed Globally. edge, including mentions of FreeBSD, Apple OSX, Linux, Window Vista, OpenSo- Partner with the full-service experts laris, Google Docs, Microsoft Word and so on, as well as previous versions of well and in Localization and Translation. lesser known software. There is a useful chapter on dictionaries and dictionary software, including web and machine translation applications for those who need to make use of these, and the author includes tips on their usage. The fi nal chapter on the handling of CJKV over networks and e-mail brings the book up to date in terms of relevance, including information on various e-mail applications and browsers (including the recently launched Google Chrome) and includes development information on the use of HTML and XML for publishing con- Clarity in Communication. tent in CJKV. Precision in Execution. The book covered all the major areas that anyone involved in internationaliza- No Empty Promises. tion and multilingual computing would need to know about CJKV languages and does so in a staggeringly comprehensive way. Not only that, but it continually ties technical knowledge to develop- 30 Years of Localization and Translation Expertise ment insights and practical advice and www.PTIGlobal.com |+1 503-297-2165 considerations. It was heartening to read

www.multilingual.com March 2009 MultiLingual | 19

16-19 Reviews #102.indd 19 2/26/09 10:47:20 AM 20-21 Edwards #102.indd20 20 M | It hasbeenalandinﬂ region wasonce amajorcenteroftheSanskritculture and study. think alittlehistoricalbackground willhelpsetthecontext. idyllic locationsocontentiousandproblematic for mapmakers? I inspirations fortheShangri-Lalegend.Sowhatmade thisseemingly of themore beautifullocationsonearthandisperhaps oneofthe Vale ofKashmir withinthisregion isconsidered bymanytobeone backgrounds. Soundsintriguingnodoubt,andinfact thefamous ten millionpeoplefrom avarietyofethnic,religious andcultural 86,000 square milesinsizeandmaintainsapopulation ofaround ern Pakistan, northernIndiaandsouthwest Chinaisapproximately and Kashmir region inSouthAsia. Thisarea locatedbetweennorth- time nowhasbeenthehighlysensitiverepresentation oftheJammu tions andtheabilitytodistributeaproduct. expectation, thiscanbeaseriousdetrimenttogovernmentrela- external publisher. Yet ifonedoesnotfollowthelocalcartographic government guidelines,whichmayornotbeexplicitforthe of sovereignty andgeographic names,andare typicallydrivenby

Column MultiLingual Also oftenreferred toassimply Perhaps the“crown jewel”ofcartographic sensitivitiesforsome Expectations includetheaccuracy ofpoliticalboundaries,limits local market’s expectations. greatly increases ifthemapdoesnotconformtoa senting apartofgeographic reality; suchsensitivity sensitivity becauseoftheirexpress purposeofrepre- maps lendthemselvestohigherlevelsofpotential Lingual graphic issues—asubjectItoucheduponin I’d liketofocusonceagainonmapsandcarto- this isoneofthoseopportunities.Forinstallment while Iliketohighlightaspeciﬁ guidelines onusingﬂ issues, suchasthegeocultural aspectsofsymbolsor Most of my columns have focused on fairly broad Most ofmycolumnshavefocusedonfairlybroad Off theMap issues#81 and#82.Justasaquickreminder, Mapping Kashmir ac 09 [email protected] March2009 ux withitsincorporation intonumerous ag content, but every once in a ag content,buteveryonceina Kashmir

c content issue and c contentissueand , the Jammu and Kashmir , theJammuandKashmir Multi- as twomore wars overtheterritory in1965and1999. an armedconfl ognize theaccessionofKashmir toIndia.This immediately initiated fi solidify thestatusofKashmir asbeingpartof India, butPakistan to thisdatesuchavotehasneveroccurred. This wouldseemto mediation toconductaplebisciteamongKashmiris; however, even During thistime,thenewly-existingUnitedNationsattempted quickly entered Kashmir anddrove theinvaders backintoPakistan. to India.Singhreluctantly agreed totheterms,andIndianforces against theinvasiononconditionthatKashmir yielditsterritory raja appealedtotheBritishforassistance,whoagreed toassist from Pakistan inamovetoquicklylimitSingh’s options.TheMaha- decision onthefateofhisPrincelyState,Pashtun warriors invaded In late1947,whileMaharaja Singhwasattemptingtopostponehis pendent underspecialcircumstances thatprovided noguarantees. partitioned statesofPakistan orIndia,possiblyremaining inde- Princely Statewasgiventhechoiceofjoiningonenewly and Muslims.AttheendofBritishruleinSouthAsia1947, increased ethnicandreligious tension,particularlybetweenHindus Maharaja. Unfortunately, hisexclusionarypoliciesandedictsyielded British Empire, yetwasabletoretain itsautonomy. lion of1857,thefl independent sovereign entity. Then,asaresult oftheIndian Rebel- ally consolidatedintothePrincelyStateofJammuandKashmir, an throughout themid-nineteenthcentury, theregion was eventu- occupied theregion. Through aseriesofoccupationsandconfl moniously withadherents ofHinduismandBuddhismwhohadlong religion bythefourteenthcentury, anditsfollowers coexisted har- the MughalEmpire totheSikhs.Islambecamearea’s primary empires andfactionsoverthecenturies,from MuslimTurks to as itsseniorgeopoliticalstrategist. He previouslyspent13yearsatMicrosoft asageographerand consultancyforgeostrategic contentmanagement. Seattle-based Tom Edwards isowner andprincipalconsultantofEnglobe, a ercely disputedthisseriesofhistoricaleventsandrefused torec- In 1925,HariSinghwasenthroned asthePrincelyState’s ict over the region that lasted until late 1948, as well ict overtheregion thatlasteduntillate1948,aswell edgling state fell under the jurisdiction of the edgling statefell underthejurisdictionof Tom Edwards icts icts 2/26/09 10:51:19 AM Column

At the present time, India controls more overt about its strict cartographic content developers to balance the potential roughly 50% of the former Princely control, Pakistan and particularly China risks and rewards of whichever map depic- State of Jammu and Kashmir as its “State have likewise been aggressive about their tion they decide to employ. If a business of Jammu and Kashmir” with its own cartographic expectations. wishes to distribute a map product in India legislative body. As per history, India really Without question, the representation or China, it must conform to these govern- considers all of Jammu and Kashmir to be of the Jammu and Kashmir region then ments’ expectations or else face an immedi- its “State of Jammu and Kashmir.” Paki- becomes one of the most challenging ate ban. Unfortunately, the expectations of stan controls about 33% of the region as cartographic problems for global content these two governments when it comes to its “Northern Areas” and “Azad Kashmir,” distributors. How do companies and infor- Kashmir are mutually exclusive and incom- an autonomous region of Pakistan. China mation providers weigh the government patible. I would suggest that stakeholders controls the remaining portions of “Shaks- of India’s expectations that all forms of in the corporate risk must generate a draft gam Valley,” which was ceded by solution, whether simply using a Pakistan to China in 1963, and single, authoritative source such “Aksai Chin,” the northeast portion as the United Nations, assuming it of Jammu and Kashmir. This was is public domain, or a compilation fi rst occupied by China in the from several sources. The key then is 1950s and has been wholly con- to weigh the cartographic solution trolled and fortifi ed by China since against the corporate goals and the Sino-Indian War of October policy. Will the solution serve those 1962. The Siachen Glacier zone in goals, such as striving for geopoliti- the mountainous northern central cal neutrality? Will the solution get part of Kashmir is one of the more the product into the country and contested areas since no boundary to stay in the country? In the end, has ever been demarcated there we must sometimes admit that with — not even a cease-fi re line — and geocultural content issues, a no-win the barren, very high altitude land scenario might exist, and based on is considered anyone’s to grab. my years of experience, Kashmir is From this admittedly over- about as close to a no-win scenario simplifi ed history, it should be as you’ll fi nd with map content. pretty clear as to why this issue is Three countries lay claim to various and sometimes Ultimately, quite seriously the best sensitive in the larger geopolitical overlapping portions of the Jammu and Kashmir region. solution to this issue — and it pains arena, but why is it so contentious Source: CIA World Factbook me to say this as a cartographer — is for maps and content producers? Well, to cartographic representation of their coun- to remove any need for a map in your con- put it simply, India, like many countries, has try show the disputed Jammu and Kashmir tent. If you’re distributing to India, China long reinforced its territorial perspective region as wholly undisputed Indian terri- and/or Pakistan, devise strategies that can via maps, with strict local guidelines for tory against the internationally recognized, avoid the necessity of you having to provide cartographic depictions, especially when it current ground truth status of the region, the cartography and defer that decision to concerns the disputed Jammu and Kashmir as described above? local customers/clients. In the end, the car- region. Maps that are intended for use One thing I can say from the start is that dinal rule of geocultural issues applies: the within India must show the entire disputed map content involving this region must not more choices around sensitive content that Jammu and Kashmir region as wholly be used frivolously. For example, in 2002, can be deferred to the end-user’s selection Indian territory with no ambiguity, along the Cadbury chocolate company based in and determination, the more defensible the with various minor disputes along the the United Kingdom released a market- position of the information provider. M border with China and the more signifi cant ing campaign in India for a chocolate bar dispute far to the east in the Arunachal called “Temptations.” In the advertise- Pradesh state. In short, India neither recog- ments for the product, a colorful map of nizes nor permits any of its border issues to northern India was shown, and the entire LANGUAGE COMPANY FOR SALE be considered “disputed.” The government Jammu and Kashmir region was colored is so adamant regarding this policy that bright red and contained the phrase “Too • Providing interpretation and one anecdote relates how a well-known good to share,” in an attempt to draw a encyclopedia publisher would send hard- parallel between their irresistible candy and translation services covering copy volumes to India but would not local- the fi ercely disputed region. As you can more than 60 languages ize the content, including the maps. A small imagine, this infl amed sensitivities over the • Well established, cottage industry formed around inspecting issue and caused a lot of backlash, and it 10+ years in business every copy of the volume that included a certainly didn’t help that it was a British • Excellent staff map of India, on which the area of Jammu company making the faux pas! and Kashmir would be blackened out and My general strategy for resolving an issue Serious buyers only. a note saying something along the lines as complex as Kashmir is essentially the E-mail [email protected] of “Map does not conform to government same for any cartographic sensitivity, and it policy” would be stamped. While India is starts with a critical need for businesses and

www.multilingual.com March 2009 MultiLingual | 21

20-21 Edwards #102.indd 21 2/26/09 10:51:21 AM 22-23 Freivalds #102.indd22 22 U | The ageofglobalizationhadbegun. lars thangoldtobackitupandran itsfi for gold.TheBritishthenfollowedsuit.Americahadmore dol- and tookthedollaroffgold standard. Thischangewas expensive warinVietnam,Nixon changedtherulesofgame fl de GaullecalledhisbluffandsentabattleshipwiththeFrench Nixon saidwehadenoughgoldtobackupourcurrency, but States wasstillonthegoldstandard. Then-USPresident Richard to coverobligationsjustlikeZimbabwe. I mightaddthattheUnitedStateshasbeenabletoprintmoney to runuphugetrade defi fessor atRutgers University, thishasallowedtheUnitedStates measured themselves.According toauthorPhilipCerny, apro- currency ofinternationaltrade andthewayothercurrencies Apart from beingthecurrency oftheUnitedStates,itwas dollar hasbenefi “exorbitant privilege.”Hesaidthatforahalf-centurytheUS Charles deGaullelamentedthattheUSdollarenjoyedan

Column ag fl MultiLingual So in1971, whentheUnitedStateswasstillfi But deGaulleuttered thosetwowords whentheUnited It wasmore than40years agowhenthenFrench President certain temperatures. eternal truththatwaterwouldfreeze andboilat Everyone tookitsstabilityforgranted, likethe on theUSdollarisamajorpartofproblem. occurred, everyoneagrees thattheworld’s reliance is alotofreasons andopinionswhythecollapse the worldfi past year, youare probably aware ofthefactthat Unless youhavebeenlivinginacaveforthe ying overtotheNew York harbor toexchangeUSdollars World Savvy World’s reserve currency nancial systemisinchaos.Whilethere ted from beingtheworld’s reserve currency. ac 09 [email protected] March2009 cits andfundforeign adventurers. And

rst trade defi ghting an cit ever. fi John Freivaldsismanagingdirectorofthemarketingcommunications travel, butIdidbecomeaconsultantandgave themleadsfor ian CoffeeInstitute.Iturnedthejobdown,foritwastoomuch contracts toavarietyofinternationalclients suchastheBrazil- wanted metofl my knowledgeoflanguagesandcommoditytrading, E.F. Hutton one ofthefactors leadingtothecurrent meltdown.Becauseof Shearson Lehman/AmericanExpress; LehmanBrothers’ crash was ton talks,peoplelisten”wasitsmotto.Itlateracquired by a brokerage fi safe placetostashyourcash. in termsofrublesperword orcórdobas perword), itcouldbea (and inourbusiness,imaginetryingtopricetranslations solely of euros. Besidestheadvantagesofcommoditypricingineuros involves SaddamHussein’s threat tostartpricingoilinterms In fact,onetheoryastowhytheUnitedStatesinvadedIraq since theworldrunsonit,oil’s valuewaspricedindollars. involved theUSdollarinonewayoranother. More importantly, sucres andsoforth.Some90%offoreign exchangetransactions fi well. Currencies hadacommondenominator. You didn’t haveto thaler or crash), somaybewecancallitthe“Bushblunder.” The current messdoesn’thaveanameyet(otherthanmeltdown ing offthegoldstandard becameknownasthe“Nixonshock.” be ourcurrency, butit’s yourproblem.” This wholeaffairofgo- John Connally, whotoldEuropean bankers that“thedollar may on’s Secretary oftheTreasury atthetimewassilver-maned “spun” assayingAmericafavored fl rm JFAandthemarketingrepresentativeforhis nativecountry, Latvia. gure outwhataLatvianlatwasworthintermsofEcuadorian It wasinNixon’s era thatIwas offered ajobonWall Street by Up untilthe“shock,”USdollar, namedafterthesilver usedinEurope fornearly100 years, servedtheworld rm bythenameofE.F. Hutton. “WhenE.F. Hut- y around theworldandsellcommodityfutures John Freivalds oating exchangerates. Nix- 2/26/09 10:53:06 AM Column

business. I was proud of the relationship, like a third-world country undergoing Everyone from Everywhere for Everything and the world trusted Wall Street. hyper-infl ation. by Harold L. Sirkin, James W. Hemerling I became good friends with the head The fi rst step to get away from these and Arindam K. Bhattacharya, which of their international department, who shocks was the introduction of the euro, notes that in every corner of the world, told me a mistranslation story that then which was created not only to ease new challengers are emerging, meaning was funny, but in today’s world would be commerce within Europe but also ease that at least in some cases, traditional prescient. When he earlier had worked the growing distrust of how America leaders will have to jump in and ag- for Merrill Lynch, now part of Bank of managed its money. But the people who gressively compete again or risk falling America, the status of Wall Street was probably are the most concerned are the behind in the new era. In this particular at its height. It needed to fi nd a name case, let’s see if President Barack Obama to describe what they did in Beirut, can repair the damage that was done to Lebanon, that era’s Middle East fi nancial the US dollar by the Bush administration. center. They picked the term simsar out de Gaulle called Nixon’s Remember that an unnamed offi cial of of an ordinary English/Arabic dictionary. bluff and sent a battle- former president Bush once told reporter One defi nition was broker. The trouble Ron Suskind in 2005 that it was irrelevant was that in Beirut, it also meant pimp ship with the French fl ag what the world thought because “when — probably now appropriately applied we act, we create our own reality.” to the Wall Street fi rms that in large fl ying over to the New What now? I like what James Flaherty, measure procured seedy fi nancial instru- York harbor to exchange Canada’s fi nance minister, said to the ments and collateralized debt obligations. Financial Times in November 2008: the Everything was priced in those days in US US dollars for gold. United States should follow the lead of dollars for potential investors. Canada. Specifi cally, it needs to regulate All of this has unwound. Economist its capital, since the crisis demonstrates .com warned in the article “America’s the devastating impact of not doing this. privilege, the world’s worry,” fi rst pub- Chinese, who have become America’s Inertia will keep the US dollar as the lished in 2004, that “today’s America lives banks. They hold US$660 billion in cash; world’s reserve currency for the time beyond its means more fl agrantly than in fact, about two-thirds of all US dollars being, and the turmoil in Greece and ever before.” Others have taken note of in circulation are held overseas now. With Italy isn’t helping the euro. But Wall this abuse of national privilege. French this shift in world fi nance I then won- Street just committed suicide, and the President Nicolas Sarkozy for one noted, dered: would English, American English, World Savvy will therefore pay more when he was France’s fi nance minis- continue to be the language of trade, attention to the currency valuations that ter, that any other country thus living or should we all start taking courses in now come from Threadneedle Street in beyond its means would have to devalue Chinese? I urge everyone to read a new London or increasingly Nanjing Donglu, its currency, print more money to pay its book called Globality: Competing with the main street in Shanghai, China. M bills, cut spending, and endure the infl a- tion that followed. For many years, America didn’t have to resort to these dire options like a “lesser” country would, since the world needed to keep buying dollars in order to conduct trade. The game has started to change, however. Expert sentiment is that the current fi nancial crisis is going to hasten the end of the dollar as the world’s reserve currency. For the fi rst time, we’re seeing that it costs more to guarantee you against a US government default. America is taking on an enor- mous burden in bailing out its banking system and in fi ghting its foreign wars. My calculator doesn’t work anymore as I try to calculate $700 billion here, $15 billion there, a war in Iraq that costs $10 billion a month and the trillions lost in home equity and security values. The Bank of England in an October 2008 Economist article estimated that US$2.8 trillion would be lost in credit-related instruments. No kidding! We are now seriously talking about trillions just

www.multilingual.com March 2009 MultiLingual | 23

22-23 Freivalds #102.indd 23 2/26/09 10:53:08 AM 24-25 Asnes #102.indd24 24 C | technology affectsbusinessesexpanding theirworldwidereach. tionalization software.Heenjoys investigatinghow globalization Adam Asnes isCEOofLingoport,developersGlobalyzer interna- become characters, thenstrung togetheraswords orsymbols. down tozeros andones.Thesevaluesare interpreted to

Column MultiLingual Remember thatalldataoncomputers ultimately breaks are usingcan’tprocess asimpleapostrophe. where alongthewaysoftware systemyou still allEnglish,mostnotoriouslywhensome- Sometimes youevenseeitwheneverythingis suffers thissameissue,soit’s acleardefect. confi was notsupported.Obviously, youwouldn’tfeel inbox, themessage’s originalcharacter encoding somewhere alongtheway, betweenoutboxand long enoughtonotice.What’s happeningisthat e-mail body, ifyou’velingered overdeletingit sical characters thatfi dence isinthesquare boxesorrandom nonsen- “enhance” acertainattribute.Corruptionevi- euro-lottery millionsorperhapsmagicpillsto it fi you’re alocalizationengineer. Mostpeoplesee perhaps didn’tthinktoomuchaboutitunless Chances are you’veseencorrupteddata,but rst intheire-mailspamwithpromises of dent usingaproduct, siteorsystemthat The BusinessSide creating a Data corruption: ac 09 [email protected] March2009 ll thesubjectheadingor

ÍÍÍ opportunity several times a year, andineverycasethe clientshappened might beasinnocentsomeone usingNotepadincorrectly. that isnotsetuptohandle, say, UTF-8encoding.Theculprit imported newdataintothedatabase,butusedaneditor encoding. Anotherpossibilityisthatsomeonemanually form thatisn’tproperly setuptoreturn datainthecorrect For example,developers mayhaveimplemented awebpage tion, process orreviewing data thatbreaks theencoding. in thefirst placewhenthere’s somesource intheapplica- character corruptionmayhavestarted.Corruption occurs new wouldbelost,anditmaynotknownjustwhenthe to roll backtoprevious versions ofthedata,aseverything σηιτ conversations whenthebroken characters are discovered. “Oh what itsoriginalintentwas.You canimaginethepanicked peppered throughout thedatatoreview andmanuallyﬁ with broken character encodingssprinkledthroughout. database ofusers andcorresponding accountinformation a complexonlinecustomermanagementsystemwithlarge humanly readable. Theylooklikegobbledygook.Oryouhave character corruption,andthecharacters are nolonger Over time,anunknownamountofdatahasexperienced construction equipment.You haveamassivepartscatalog. company isaworldleaderforbuildingheavymachineryand data buriedwithinlarge databases. mers overtheyears withinadvertentlycorruptedcharacter We haverunintoseveral internationalizationservicescusto- and onestheircorresponding characters doesn’taddup. Corruption happenswhentheinterpretation betweenthezeros At thispoint,conversation hashappenedwithclients Often theinstancesare tooscattered, andit’s toodifficult In eachcasethere are toomanycorruptedwords orlines Here’s anexampleofhowbadthiscanget.Imagineyour , lookatthis!Howthe φυχκ are wegoingtoﬁ Adam Asnes x this?” gure 2/26/09 10:54:34 AM Column

Corrupted Value Corruption Type Resolved Value Note

J¨¹rgen GBK_AS_windows-1252 Jürgen DBCSAnalyzer

RenÃ©e UTF-8_AS_ISO-8859-1 Renée UTF8Analyzer

BartÅ¯ÅˆkovÃ¡ UTF-8_AS_ISO-8859-1 %DUWıĊNRY£ UTF8Analyzer

Gümüþbaþ windows-1254_AS_windows-1252 *¾P¾ġEDġ SBCSAnalyzer: windows-1254 (12) Table 1: Corrupted names are corrected by The Decombobulator.

to be working with us already in some I’m not illustrating all this as a sales if you’re not a developer. Every process capacity, whether on service projects pitch. I somehow doubt we’ll sell very presents its own opportunities. or licensing our software. I suspect the much of The Decombobulator, but for The economy is rough out there. I problem isn’t actually all that uncom- the people who need it, something like won’t bother parroting what you’ve no mon. So, we finally decided to take this could be a lifesaver. In fact, much of doubt been reading. It may be that one some of the advice I’ve been trumpe- the development and productization of of the few bright spots is still the lan- ting in this column and create some The Decombobulator happened without guage services and technology industry. of our own solutions. At the time of my knowledge and even in part against I talk to quite a few CEOs of localiza- this writing, we haven’t decided on a my intentions. One of our team just took tion companies, and they all seem to be product name yet, so we will affectio- it upon himself to take extra time while reporting that business is holding up, nately call this solution The Decom- getting his other work done to enhance but they are crossing all their fi ngers bobulator. We’ll probably officially what we had and put it together. and toes that it stays that way. If I were release it as something boring like DB I bring this all up because in your in the US automobile or furniture busi- Ambassador, but we’ll always call it business, you’ll likely encounter some ness, I’d be scared. But the fact is that The Decombobulator internally because problems just like this, which are just the entire language computing industry it sounds funnier. Check our website to begging for a repeatable and scalable directly connects to helping techno- find out if humor or practicality wins approach that will make you a savior logy fi rms make more money. Notice out (remember that we are probably to your client or coworkers. And if you I didn’t say save money. While that’s the only company using an icon of a can repackage it for the benefi t of your important too, making money always toilet plunger as part of an interface organization or clientele, you’ve just wins. The way that we differentiate our and utility names like PseudoJudo). In created a signifi cant differentiating industry for our clients and coworkers fact, I encourage you to contact me value. That’s what people love to buy, is by innovating in ways that get work if you’d like to vote on it or suggest a whether it’s you selling your continued done faster, better and cheaper, so better name. employment or cementing a client that someone can sell something more So, here’s how we solve this problem. relationship. This doesn’t mean you effectively anywhere in the world. And The Decombobulator runs on your learn software development on the side that’s just great business. M data or database, reviewing characters at the byte level and reporting the results. It then helps you compare character encoding to the intended encoding and then reports, suggests and helps automate the correction back to what the character was intended to be. Table 1 is an example using corrupted names from a database that initially had problems with some cases of extended characters. I’ll add that we’ve seen strings that clients have submitted to their localization vendor that also have the same types of instances of corruption. Often, this happens when someone opens a file, just to check that the data is there in the first place, but then saves it again without the proper character encoding settings. The localization firm then has a number of isolated strings, perhaps including past translations, which are now broken.

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24-25 Asnes #102.indd 25 2/26/09 10:54:35 AM 26-27 Perspectives #102.indd26 26 | cepts shouldbetakenforgranted. Iwanttotalkbusiness!Yes, clients ofthis. other jobs,andtheyspendalotoftimetryingtopersuade their sion assomethingdifferent, somehowmore importantthan they havetooperate. Translators liketothinkoftheirprofes- issue andsometimeslosesightoftheconcrete contextinwhich tors viewthemselvesasintellectuals,getstuck ontherespect money. Thedangerous implicationhere isthattoomanytransla- translators basicallywantrespect, andclientswanttotalk and itclearlydependsonthepointofview. AsIalready stated, which iswhattranslation companiesbuyand translators sell, translation phaseintotheirworkﬂ with strategic planning,seldomdoourclientsschedulethe them onlywhentheproblem arrivesattheirdesks.Whenfaced translations. Theyjustneedthem,andtheyrealize theyneed a broad numberofcases,ourclientsdonotreally care about sionals. Thisistrueeverywhere yougo,butthereality isthatin in theirwork,andtheyconstantlystress thattheyare profes- T

Column MultiLingual Respect, professionalism, ethics—Ibelievethatallthesecon- Professionalism intranslation There isahugedifference inthe perception oftranslations, Many translators oftenthinkoftheirjobsintermspride their business. satisfaction andmoneybecausethisisthecore of companies wanttotalkintermsofcustomer feel undervalued,buttheymissacrucialpoint: lation companiesforgreater respect becausethey attention. Intoomanycases,translators asktrans- there isonesituationthatcontinuestocatchmy though Ifeellikehaveseenallthere istosee, have beeninthisbusinessfor14years now, and lation companieshasalwaysbeencontroversial. I The relationship betweentranslators andtrans- esetvs Perspectives in thetranslation business Respect versus money ac 09 [email protected] March2009 ow. hear afi answer thetelephonepersonally. Howannoyingisittocalland deadline issetandaccepted,itmustbemet. delay willaffecttheworkofothers. Itiscrucial thatwhena tion isasmallgearintheproduction fl of thisworld. lete tomorrow, buthumanbeingswillalwaysbeattheheart success insoftware changes.Whatisnewtodaywillbeobso- to managebitscanmakethedifference betweensurvivaland cated tothefuture oftechnologyandstatesthattheability particular, Ifoundthefi more; andhowtoprotect ourselves from e-mailoverload. In our lives;whywecannotbetechnologicallyilliterate any- main topicsinthebookare howtechnologycanimprove subject, their qualities. professionals intranslation, andtheanswerliesinexamining challenge ishowtoidentifytherelatively smallnumberof where thereal challengelies,rather thaninethics.Thereal more intertwined.Theworldischangingrapidly, andthis is tors canconcentrate onthetasksthatreally matter. choice istheirs. Iftheychoosetoembrace technology, transla- tive tasksandcanbeseenaseitherathreat orahugeaid.The many software packagesreally helptranslators intheirrepeti- but themarkethastobetakenintoequation.Forexample, I wanttoformstrategic allianceswithourfi L’industria dellatraduzione company thathefoundedin1995. In2005hepublishedabook, Gianni DavicoistheCEOofTesi &testi,anItaliantranslation The third qualityisprofessionalism andcourtesy. Beableto The secondqualityispromptness indelivery. Sincetransla- The fi In general, ITandtranslation havebecomemore and rst qualityis ITaptitude.Anexcellentbookonthe ve-year-old childsay“Hello”?Alwaysbe(more orless!) Bit Literacy byMarkHurst, wasreleased in2007. The nal chaptervery helpful.Itisdedi- ( The Translation Industry Gianni Davico ow ofacompany, any rst-rate translators, ). 2/26/09 10:56:51 AM Column

available in working hours. Answer with A possible escape always possible, though it is defi nitely a smile. It’s amazing how a smile can How can we reach a healthy com- feasible more often than we might be perceived over the phone. Also, send promise between supply and demand, think. But I want to pay this higher accurate and timely invoices. clients and translators? I believe that price in exchange for excellent holistic The fourth quality is treating each translation company owners can be service. I mean assistance before, during customer differently. For example, dif- the real translators if they are able to and after the mere delivery of the trans- ferentiate prices instead of sending a talk to their clients on their own terms lation. This is to say, for example, that single price list to your entire address (business economics) and to translators the translator has to be fully equipped book at the beginning of the year. on their terms (quality and respect), with the software needed for that job, The fi nal feature is giving feedback in but in the latter case, only after having must be reachable after the delivery for order to deepen and enrich the relation- skimmed the databases showing which clarifi cations if needed and so on. In ship. Here is a real-life example. We translators are real professionals. Yes, we short, I want a service that is based on recently gave a translator negative but have to work only with real profession- the fi ve qualities listed above. precise feedback regarding a project. als because our output depends mainly Unfortunately, in too many cases I There were typing errors in the fi le, on the translators’ work. Consequently, have been unable to obtain this desired misunderstandings and so forth — not it also means that focusing on price may level of service. The impression that I small issues. She sent an e-mail merely not be the best option for us. have been left with is that the transla- making note of it and hoping to have Herein lies the real opportunity: to tor tries to obtain the highest possible further opportunities in the future. But be the link between the production price without really refl ecting on the why? The value of feedback is undeni- and the sales department, to connect difference in the quality of the service able — life itself can be seen as an enor- two worlds that struggle to commu- provided. But if the cycle of quality mous feedback loop that we constantly nicate because they speak different works, then all the parties involved will give each other. This was an opportunity languages. Let’s assume that for us benefi t from the transaction. The trans- to pick up the phone and apologize, and the economic side of the profession is lator can make a decent living off the in the meantime try to better under- a given. What about translators? The work, I get impeccable service and my stand what the customer wanted, how closer they come to this rationale, the client is delighted. to respond to his or her needs in the more fruitful working with them will By the way, a side effect of this circle future and so on. An e-mail like this be. This is certainly not an easy task is that the entrepreneur can dedicate stops any kind of communication, and for them because it might mean learn- less time to work and free up more time the damage is twofold: to this particular ing a new language (the business one), to do other, more interesting things project and, more importantly, to the but the future of the profession and — an advantage not to be underesti- future relationship with that client. In the market is at stake. mated. You should aim to fi nish your short, a missed opportunity. To achieve this, I want to pay trans- work as soon as possible and then go do Let’s now examine the other side of lators more, not less. Alas, this is not whatever you love most. M the fence, the translation company or “the enemy,” as some might say. Let’s consider the features that make a translation company owner a real pro. The word enemy reminds me of an expression we have in Italian that goes Ho guardato il nemico negli occhi, ed ero io. This translates as “I looked my enemy in the eye and saw myself.” It’s impressive just how often we can be our own worst enemy. We can be professional owners and translators if and only if we: 1. Act as entrepreneurs. This means talking about money, sales, opportunities and threats. 2. Solve problems and offer solutions to our customers. This means that we talk in terms of the benefits and not of the characteristics of the services we sell. 3. Stay informed of what happens around us. This means, more precisely, that we apply a selective ignorance in order to only check the sources that really matter.

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26-27 Perspectives #102.indd 27 2/26/09 10:56:52 AM The translation market in the People’s Republic of China

Region Focus Chuanmao Tian

It was not until 1978, the year as a link between a client and a freelancer of reform and political opening up, and charges a service fee. A translation that real market-oriented translation company is a relatively large organization, appeared in the People’s Republic which consists of staff such as a project I manager, a group of quality control per- of China (PRC). By market-oriented sonnel, engineers and secretaries. What translation, I mean a kind of trans- must be pointed out is that, academi- lation service to which everyone can cally or theoretically, there is no marked distinction between these two kinds of get access. Before 1978, the door of institutions in China, both of which are China was relatively closed, only open labeled translation companies or local- to socialist and third-world countries. ization companies and whose services International cultural, economic and are open to the whole society, including individuals and organizations, domestic technical exchanges were not fre- or international. Their appearance has quent. As a result, there was little brought some substantial changes to the need of translation services. fi eld of translation activity. The basic pattern of the translation market Change of translation strategy before 1978 was self-suffi cient in the sense that Translation strategy involves the transla- the government departments and state-owned enterprises had tion act, which revolves around such concerns as why to translate, their own full-time salaried translators whose services were what to translate and how to translate. The fi rst two questions provided only for their own institutions. As for the freelance concern the selection of the source text (ST), which is strategy on translators, they were actually part-timers and always affi liated the macro-level. The third question concerns two types of strategy: with a certain governmental organization doing civil service those strategies dealing with the processing of the whole text, work; their number was quite limited. In a word, the market at that time was not totally open. After the reform policy of 1978 and especially after China’s Chuanmao Tian is an associate professor entry into the World Trade Organization in 2001, numerous of translation at Yangtze University, translation agencies and companies sprang up like mushrooms Jingzhou, Hubei, People’s Republic of due to the ever-increasing exchanges in economy, culture, China, with a master’s degree in applied science and technology between China and other countries. A linguistics. He is also an expert member translation agency is typically a small organization that serves of the Translators Association of China.

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28-30 Tian #100.indd 28 2/26/09 10:59:48 AM Region Focus

which may be labeled intermediate strategies, and those dealing translators had to translate faithfully, trying their best to keep with translating a specifi c morpheme, word, phrase or sentence, the revolutionary spirit of the ST, which could not be distorted which are micro-level strategies. Here we will focus on the inter- in any way. This is particularly true in the translation of the mediate strategies because this is where the major changes have works of the “revolutionary teachers” such as Mao Zedong, occurred. Marx and Lenin. Translation strategy changes with social and linguistic norms. After 1978, the focus of the governmental work was shifted Past translators had only a limited freedom to choose the ST. from emphasis on class struggle to economic development. Their choice was restricted in almost every aspect, including the Developing China through science and education has become a country or provenance of the text, period of time, author and national policy. People’s minds have gradually been freed, and subject. the government has greatly reduced its censorship of publica- As for ST processing, past translators generally adopted the tion. Translators and publishers now can select whatever text whole-text strategy — the type of translation with no drastic from whatever country on whatever subject. Relatively, technical change in the ST sequence and no additions and omissions translation has become an important part of the translation sector above sentence level. It is the mainstream form of translation due to the government’s emphasis on scientifi c development. practice in human history. Present translators take the policy of combining whole-text strategy with part-text strategy, a type of Economic factors translation of heterogeneous nature, which may be the transla- As a market economy was gradually established after 1978, tion of a part of the ST, or the editing/summarizing and then the Chinese, like Westerners, have become business-minded. translating of several STs, or the full-text/partial-text transla- Most state-owned enterprises were sold to individuals through tion together with paraphrase/narration/comment/writing. This privatization. More and more government offi cials who had was not unheard of in past translation practice, but now is been held in awe and enjoyed privileges before 1978 have been much more frequently employed by Chinese translators. It has quitting their positions and “plunging into the business sea” as gradually become an established form of translating, both pro- described by a popular Chinese expression, so as to earn more fessionally and academically, enjoying almost an equal status money. The pursuit of Communist ideology has given way to with traditional whole-text translation. commercial pursuits, and translators are no exception. In some sense the decisive factor in present translations The implementation of the open-door policy since 1978 is the client’s expectations. Present translators frequently use has resulted in a higher and higher frequency of international such strategies as edition-translation, selective translation, nar- exchanges in all fi elds including politics, economy, culture, ration-translation, resumé translation, commented translation, science and technology. Translation services became more and summarization and imitation. more needed than ever before. As a response to this demand, translation companies began to make their debut in the transla- Political and ideological factors tion market. Some of the companies developed out of the trans- In 1949 the PRC was founded under the leadership of Chair- lation departments of government or state-owned enterprises, man Mao and his Communist Party. China sided with the former or they were established by bilinguals or university teachers Soviet Union and other socialist countries to form a socialist of translation or former full-time translators in government camp. The United States, leading the capitalist camp, along institutions. The new-style translation career began to open to with Britain and their allies, held an antagonistic stance toward everyone, and in recent years it has become a profi table industry China, practicing the policy of containment and using every due to the accelerating globalization and increasing exchanges possible means to subvert the “Red Power.” Facing such a situ- between China and other countries. ation, the Communist Party of China assigned a high priority Up to the present day, statistics show that there are over to class struggle and ideological reformation. Replacing the 3,000 registered translation companies in China. According to feudalistic and capitalist way of thinking with socialist and Liu Shinan, the total turnover of translation services in China communist thinking became the most basic guideline of the reached nearly 20 billion yuan in 2007. The ever-growing big government. All activities had to conform to this political line, “cake” is making the competition fi ercer and fi ercer in the including literature, artistic work and translation. translation market. Slow high-quality translation has almost In this general political atmosphere, any translation between disappeared in today’s market, and translators are becoming Chinese and a foreign language was to serve as a means to business-minded. The fi erce competition gives rise to shoddy achieve the Party’s general goal. The selection of the ST became translations. Non-bilingual clients are usually in the dark about very important. Only those authors and texts that exposed capi- the quality of the translation or at least pretend to be because talist or old society’s inhumanity or dark side such as exploita- they are more interested in the low price. tion, suppression, class struggle, a high unemployment rate or racism could fi nd their way onto China’s translation market. Socio-cultural factors Most texts were imported from the former Soviet Union, such Before 1978, we never saw or heard of Kentucky Fried as Nikolai A. Ostrovsky’s How the Steel Was Tempered (朱材㢾 Chicken, hamburgers, McDonald’s, Coca-Cola or the Beatles in ㊝㫆䍋㒟䤓). Almost no text was imported from major Western our mass culture. What we knew were the red uniforms worn powers, with France as an exception. France was the fi rst major by Chairman Mao’s Red Guard, Mao’s quotations, revolution- Western country to recognize the founding of the PRC. China ary/Communist ideology and the like. We knew very little about has always had a friendly relation with France, which led to a foreign things except a few names in former Soviet Union number of translations including those of Balzac’s works by novels and movies such as Paul Cocking (≬⺣y䱠⹮摠) and the famous translator Fu Lei. As for operational norms, past Youth Guards (槡㄃扠◺␪). At the time our pop culture was

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28-30 Tian #100.indd 29 2/26/09 10:59:49 AM Region Focus

monolithic and barren. The country was which is usually called bianyi (edition- The emergence of translation compa- almost completely closed, and foreign translation) in China. The translator can nies after 1978 gave the market its real cultures could not fi nd their way into compress a lengthy publication into a meaning because any individual or orga- China. As a result, translation activity small article of 1,000-2,000 words, which nization could now access them to get was reduced to the minimum. is resumé translation. The translator can anything translated. That is to say, real With the implementation of the open- even add her or his own opinion of the clients came into being. They have become door policy and the shift of the governmen- new technology in question, which may a decisive factor in the context of money- tal work focus on economic development be labeled on commented translation. In a oriented translation. As Christiane Nord in 1978, everything has changed, includ- word, part-text translation strategies give states, the target receiver becomes the ing pop culture. New, fresh, exotic things translators much more freedom, avoid most important yardstick of translational have been and are being introduced to the some troubles, meet the practical needs decisions. The client may be a combina- Chinese people through translation. With and in some way subvert the traditional tion of author, customer and reader and increasing emphasis on science and tech- perception of translation. may give the translator specifi c transla- nology in economic construction by the tion instructions. The translator’s power Chinese government, technical transla- has been reduced to the minimum, and tion has become an important part of the the translator has been turned into a tool. market, which is intimately linked with He or she has to be loyal to the client. In the importation and exportation of tech- Before 1978, there were the case of the client-company-translator nologies. In today’s world, science and model of translation service, loyalty is technology are developing so fast that no clients in the real sense still there, although it is very weak. True, it is diffi cult for translators to introduce because the translation freelancers may choose their translation the latest sci-tech information in a timely companies. The only yardstick is money. manner by using the whole-text strategy. market was almost closed. On the surface, freelancers seem to have Whole-text translation and its publica- no fi xed relation with translation com- tion require a relatively long period of panies, and thus they need not be loyal time, which can not satisfy the needs of to the latter. Once a contract is signed scientifi c workers. They want to know a between a freelancer and a company, certain theory or technology right away. Let us fi nally look at one of the major however, a temporary relation has been Moreover, one text usually can not cover market factors: the client. Before 1978, there established between them. The translator the major achievements in a specialized were no clients in the real sense because has to be loyal to the company and indi- fi eld. Copyright is another problem for the translation market was almost closed. rectly to the client for the duration set by translators. The government departments, state-owned the contract. We may see the fulfi llment These problems could be tackled by enterprises and publishers were actually of a contract as a kind of loyalty to the part-text strategies. For example, the trans- pseudo-clients. Those in-house translators other party of the contract. In the context lator can select the most important part(s) got their regular pay and provided their of the market, a translator’s loyalty is to of a newly published text to translate, for service for departments and enterprises. money, not to a human individual such we know that for many books not all pages The publishers employed some well-known as author, client or reader. contain the essence of human knowledge. bilinguals, including authors, to translate The last 60 years has clearly seen This is so-called selective translation. If a limited number of literary and political a drastic change in translation norms the achievements of a new technology are works. These bilinguals were not freelanc- and strategies between the translation contained in several books and articles, the ers but part-timers, whose service was not markets before and after 1978 in China. translator can fi rst edit and then translate, open to the society. This kind of change is closely related to the appearance of translation companies, which has changed the nature of translation services in the market. The major causes for the change are political, economic and socio-cultural, with the political as the root cause. Translation norms and strategies are not at all fi xed, but have changed with the times. M

References Nord, Christiane. Translating as a Purposeful Activity: Functionalist Approaches Explained. Shanghai: Shanghai Foreign Language Education Press, 2001. Shinan, Liu. “Quality of translations deteriorating.” CHINAdaily.com.cn, 9 April 2008. www.chinadaily.com.cn/opinion/2008- 04/09/content_6601898.htm

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China Showcase

World’s Largest Leading Provider of Asian MLV Chinese Dictionaries Asian Language Services Established in 1963 Over 13 million entries Well-managed processes and a passion from TOIN is a solidly established Asian MLV with our professionals ensure consistent quality and more than 45 years’ experience. Our services Providing Chinese and CJK lexical resources on-time delivery. and consulting to the world’s leading develop- encompass translation, localization engineering, ers and portals such as Yahoo, Google, Baidu, We focus on English, German and other European DTP, MT post-editing, workflow/process consulting IBM, and Microsoft. languages, to and from Chinese, Japanese, Korean and project management. • MT bilingual dictionaries and other Asian languages. We offer: TOIN offers global reach and exceptional • Chinese variants databases • document translation strength in Asia, with headquarters in Tokyo • Chinese proper noun databases • website localization and additional operations in the United States, • Search engine applications • software localization Europe, China and Korea. The company has been • Information retrieval tools • desktop publishing helping Global 1000 companies in industries • Named entity recognition ALC, as a leading language provider in China, is such as automotive, IT, telecommunications, life • Input method editors committed to supporting you and your language sciences, e-learning, computer software/gaming, • Simplified/traditional Chinese conversion tables needs. semiconductors and consumer products. • Consulting services Alliance Localization China, Inc. TOIN Corporation The CJK Dictionary Institute, Inc. Beijing, China Wilsonville, Oregon USA Saitama, Japan [email protected] [email protected] [email protected] • www.cjk.org www.allocalization.com www.to-in.com

China Summit on E-C Translation Globalization & Translation and Localization China International Summit on Business Linking Local to Global Beijing E-C Translation, a leading translation and localization service provider in Asia since Globalization & 2009 China International We are one-stop language professionals who Translation Industry Forum, to be held April 1997, focuses on software and website localiza- you can trust with the commitment to link your tion, technical translation and desktop publishing 23-24, 2009, in Shenzhen, China, will help business to global in the following services: multinational corporations to find quality LSPs services. With 183 full-time employees, we and LSPs to better understand the needs of • Asian translation service specialize in European languages and Simplified their clients. Best practices will be shared, and • Multilingual DTP service Chinese, Traditional Chinese, Korean, Japanese management issues, including the impact of • Software localization and other Asian language combinations. All the world financial crisis on the GILT industry, • Multimedia and video localization projects are handled not only by target language will be discussed. The theme is “Translation Having a wealth of experience serving top 500 native speakers, but also by topic specialists. We and Localization: A Driving Force for Business companies, we are dedicated to providing a total guarantee high quality and on-time delivery with Globalization.” quality solution and customized service with a a cost-effective approach. variety of language products to help your business grow. Translators Association of China Beijing E-C Translation Ltd. Beijing, China FLE SHANGHAI CO., LTD. Beijing, China [email protected] Shanghai, China [email protected] 2009citif.tac-online.org.cn [email protected] • www.fle.net.cn www.e-cchina.com

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31 China Showcase #102.indd 31 2/26/09 11:02:24 AM Preparing your product for the Chinese market

Region Focus Li Tang

Surging economic globalization has helped China enjoy two decades of spectacular growth. In addition to addressing locale-specifi c issues such as currency, date and time format, application developers should be With a population of 1.3 billion and an esti- aware of the following internationalization challenges before Smated one billion personal computer users by entering localization. 2010, China is considered one of the most attractive markets for global enterprises. Native Chi- Diversified encoding methods The Chinese writing system contains thousands of charac- nese speakers including those from the People’s ters represented by a mixture of a single-byte and double-byte Republic of China (PRC), Taiwan, Hong Kong, numeric codes. Several encoding standards are used for Chinese Singapore and elsewhere represent more than locales, and the most common includes GB (short for “Guojia one quarter of the world’s population. In spite Biaozhun” or “National Standard”), the offi cial standard encoding method used in the PRC. The latest version is GB 18030, a of many variations of the dialects used among character set that includes single-byte, double-byte and four-byte Chinese speakers, the two standard sets of writ- characters and specifi es an extended code page and a mapping ten forms of Chinese are Simplifi ed Chinese, table to Unicode. Big5 is an encoding method used in Taiwan and Hong Kong for supporting traditional Chinese characters. which is used in the PRC and Singapore, and Unicode, of course, is an industry standard and is designed to Traditional Chinese, which is currently used in allow computers to represent most of the writing systems in the Taiwan, Hong Kong and Macao. world, including Chinese. Sometimes conversion between encodings needs to be The excitement of entering a market with over one billion supported in order to facilitate communication, for example, potential customers sometimes can lead to overlooking the chal- between computers with Chinese operation systems in PRC and lenges of Chinese localization. The localization of applications in Taiwan. It is easy to convert from GB or Big5 into Unicode to Chinese can be challenging due to China’s ideograph-based since the characters in Unicode are a superset of the characters writing system and its unique cultural and political background. in GB and Big5. However, conversion between GB and Big5 is Challenges including technical issues that may occur during the not trivial, as many simplifi ed characters cannot be found in internationalization as well as cultural and political challenges are Big5 and vice versa. discussed in this article. In general, which character sets to use depends on the number of locales that need to be supported and the platform the application runs on. There are also political implications to this choice, as GB 18030 is the offi cial encoding method in PRC and Big5 is Li Tang is the localization producer at CCP a standard used in Taiwan. Unicode is widely regarded as politi- Games. Prior to her role in localization, she cally neutral, has good support for both simplifi ed and traditional was a software developer. Li holds a degree characters, and can be easily converted among other encodings. in computer science and is pursuing an Furthermore, Unicode has the advantage of not being limited only MBA from the University of Reykjavik. to Chinese.

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Word wrapping Chinese character complexity Chinese has three writing systems in Chinese characters are usually larger and current use: Latin, pinyin (the National more complicated than Latin-based scripts. Phonetic System), and Han characters If a 5x7 pixel grid for characters is barely (hanzi, 㻘ⷦ). Most Chinese texts are adequate for English, then to display a composed of only hanzi. Unlike Latin- complex Chinese character requires at least based scripts where a space is inserted a 50% larger pixel grid than a Latin-based between two words, there are no delim- character in order to display the strokes iters in Chinese sentences, and therefore within it. A minimum pixel confi guration special word-wrapping rules need to be of 16x16 pixels is required to represent applied. Word wrapping can usually occur Chinese characters appropriately. before or after a Han character, since each Han character is normally considered a Chinese search support word unit. However, word wrapping is While search functions for information not desired in some circumstances. For retrieval purposes are embedded in most of instance, word wrapping might not be the applications to be localized into Chinese desired within personal names or within nowadays, few of them address Chinese any compound words. texts search support separately. The reason In Chinese, a word may contain one, for that is mainly because many interna- two, three or four characters. Spaces are tionalization engineers do not realize that Figure 1: Example of IMEs not used to delimit words; line breaks may supported by Windows XP. Chinese sentences are made up of a string occur anywhere within a word, but not of characters without distinguishable word within a character; and punctuation marks requires four letters. There are shortcuts boundaries; hence, Chinese texts cannot be cannot be the fi rst character on a new line. for the most commonly used characters handled by the same techniques used for This requires different rules for creating such as 㒠 (I/me). This type of input Latin-based scripts. Therefore, word seg- line-breaking algorithms and a different method allows the users to input charac- mentation, a process that attempts to break word logic than in Latin-based scripts. A ters even when they do not know the up Chinese texts into meaningful word few algorithms — such as the greedy algo- pronunciation. units, is the fi rst process for a Chinese rithm that puts as many characters as pos- Chinese handwriting is a stroke-by- search support. sible on a line and then moves to the next stroke process. Each Chinese character There are numerous word segmentation line until no word is left to be placed — can is composed of one or many strokes and approaches, since word segmentation has be used to handle Chinese word-wrapping has its standard stroke sequence. Some always been a research topic in the fi eld and line-break issues. newly developed IMEs are based on the of Chinese language processing. Different Chinese handwriting system, namely by search engines such as Google and Baidu Input method editors stroke sequence. For each type, there can use different word segmentation algorithms. Some applications such as a chatting be many variants. For instance, six of the However, the best Chinese word segmenta- system need to support various Chinese 11 IMEs in Figure 1 are IMEs based on the tion technology so far with an accuracy input method editors (IMEs) for enabling pronunciation of the characters. rate of 99.7% and a querying rate of two text input. More than 20 different IMEs are Different people have different prefer- million words per minute was developed available in PRC and Taiwan. Most of them ences when it comes to choosing an IME. by a Chinese company called Hyland. Word are designed to input Chinese characters Each method has its strengths and weak- segmentation modules can be purchased as using standard keyboards and can be nesses. For most Chinese people, pinyin a third-party tool if application developers classifi ed into three main types. The pro- (by pronunciation) can be learned instantly do not intend to implement it internally. nunciation of a Chinese character can be and hence is commonly used. However, represented by pinyin, and input methods the typing speed of pinyin input is limited. based on Romanized pronunciation require Wubi (℣䶣), an IME based on the structure users to input the pinyin of a character of the characters, takes effort to learn but is and then select the character from a list of much more effi cient once mastered. Expe- homophonic characters suggested by the rienced typists can type up to 160 Chinese Synch software program. For example, in order characters per minute using Wubi. The to type the word ₼⦌ (China), one needs main reason for this is that, unlike the pho- to input its pinyin format, zhongguo, if a netic input method, Wubi does not require View pronunciation-based IME is used. users to spend time on choosing the desired Essentially, a Chinese character is a characters from a list of homophonic can- combination of radicals. One character, in didates, since each character has a unique most cases, can be broken down into com- representation virtually. ponents. For IMEs based on the structure The issue of which IME to support of the characters, each key on the keyboard depends on the platform the application is associated with a group of radicals; runs on and the IMEs most commonly www.star-transit.net therefore, inputting any character usually used by your target customers. NXT www.multilingual.com March 2009 MultiLingual | 33

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If you are planning to have your chicken. With Chinese cooking you boil the more challenging. Chinese culture has application fully localized into Chinese, chicken, throw away the carcass and drink evolved for thousands of years and is do not forget to address Chinese word the soup. — Anonymous quite different from western cultures. segmentation issues, although additional Culture plays an import role in local- Cultural differences can cause ambiguity expense might be incurred. ization, since any locale is a combina- in translation and thus affect the quality tion of a language and a set of culture of the product. Moreover, they may have Cultural and political challenges convention. The sensitivity of the politi- a huge impact on sales in the Chinese With English cooking you boil the cal system and the distinctiveness of the market. chicken, throw away the water and eat the culture make Chinese localization even Mirror’s Edge, a fi rst person action- adventure video game developed by an EA-owned Swedish game developer, DICE, has caught lots of attention in various Chinese game forums recently. Surpris- ingly, the most discussed topic is not about the gameplay, but about the look of the Asian female protagonist, Faith. Many Asian gamers fi nd the offi cial design of Faith (Figure 2, left) unattractive and consider it a misrepresentation of an oriental beauty. A modifi ed, more Japanese Manga- like version (Figure 2, right) posted by a Korean gamer with the intention of depicting what he fi nds to be a more appealing image of an oriental beauty has been well received by most Asian gamers. In response to the modifi cation Join Us! of the design, the producer of Mirror’s Edge, Tom Farrer, said in an interview ALC Conference 2009 with the MTV game channel, “To be honest, I found it kind of sad. We’ve Hyatt Regency Austin, TX spent time in developing Faith. And the May 13-16, 2009 important thing for us was that she was human, that she was more real.” Many To Register call 240.404.6511 Chinese gamers believe that the unpop- or go to www.alcus.org ular, original Faith created by western Photos courtesy of the ACVB designers is one of the reasons why the sales of the game in the Chinese markets are so poor. This is a typical example of a dis- agreement caused by cultural differ- Connect with your peers in Austin! ence. While westerners may consider typical Asian facial features such as high Network with language company owners cheekbones and slanted eyes exotic and more attractive, Asians tend to prefer the Discuss legislation affecting the industry opposite. The “realistic” look of an Asian female from a western designer’s point of Discover new partners for collaboration view is unappealing to Asians. To some extent, Asian people even consider it an Attend industry specific educational sessions insult, as they interpret the underlying message to be that most Asian females USTIN look as “ugly” as the design. K~ U~~ Although no study has been con- Bigger and Better ducted on whether the popularity of the offi cial design of Faith is correlated to the sales record of Mirror’s Edge in the Asian market, one thing is certain: knowing the preference of your target consumers is essential for gaining market share.

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has to do with the well-chosen Chinese branding ♾♲♾⃟. The Chinese version not only fi ts phonetically, but it is also simple, verbal and can be easily remem- bered. The four simple Chinese characters used in the Chinese version make people easily sense the sweetness of the drink. The meaning of ♾♲♾⃟ is It tastes well and fi ts perfectly with the brand image. If a brand name is badly localized, it might project a wrong image of the product, thus decreasing its chances for the market penetration. After spending quite some time choosing a Chinese name, Google fi nally settled on 廆㷛, which literally means a harvest song. The Chinese name was not received well by the Chinese consumers, since they consider it old-fashioned and it does not fi t Google’s image as the No.1 search engine Figure 2: Left, the original Faith in Mirror’s Edge; right, a player-modifi ed version. in the world. Half a year after Google It is impossible to cook a dish in such unless it is registered in China. And the launched its Chinese name, 72.6% of a way that it appeals to everyone from all Chinese brand name must be carefully the interviewed users still weren’t able cultural backgrounds. If the target custom- chosen, as a brand name is a symbolic to tell you the Chinese name of Google, ers are Chinese, prepare a dish cooked by construct created within the minds of according to CNNIC. Google’s Chinese Chinese chefs — or at least consult with people and consists of all the informa- rival, 䤍ㄵ (Baidu), chose its name from Chinese chefs. tion and expectations associated with a a well-known Chinese classic poem ↦摛 product or service. A brand name is the ⺊Ⰸ◒䤍ㄵ᧨坵䏅⥭氥᧨挲ⅉ☃⦷䋾 Localization of brand names fi rst step into the market. The translation 䋺梠⮓, which beautifully expresses the An international brand must be able of western brand names is beyond the meaning of search. Although one can- to cross a variety of cultural barriers in concept of linguistics. It also refl ects the not say that Google’s Chinese name is language, consumption behaviors, reli- psychological aspect and market posi- the reason for its falling market share in gion and so on. Localized brand names tioning aspect of the brand. China, it might be a contributing factor. should be registered for all foreign prod- One of the most successful Chinese A good brand name should be easy to ucts to be sold in China. China generally brand name localizations has been for pronounce and remember, evoke positive does not protect any intellectual property Coca-Cola, and a large part of that success associations, suggest product benefi ts

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and be distinctive, as should the Chinese banned in China. In most countries, prod- the Chinese government has blocked version if China is a target market. ucts such as software, fi lms, websites and access to Apple’s iTunes store to prevent games can be banned because of various people from downloading Tibet-themed Keep your name off the blacklist reasons including violence, pornography, songs. YouTube was banned in China Regardless of the laws and regula- anti-religion sentiment and so on. One for a simi lar reason: Tibet protest videos tions to be followed before international thing that separates China from the rest of being aired through the website. products are introduced into the Chinese the world is that products can be banned There are also more than 50 video games market, global enterprises should also if they do not comply with the Chinese banned in China, including the World War assess the risk of their products being government’s political view. For instance, II game Hearts of Iron, which was banned because it depicted disputed territories such as Tibet and Taiwan as independent nations, Translation services: Technical translations, Internationalisation and localisation, Terminol- and the popular strategy game Command & Conquer: Generals , which was banned for ogy management, Country coordination, Multilingual layout, Publishing – Information pro- its depictions of the Chinese military and duction: Technical documentation, Technical editing and proofreading, Technical illustration, terrorist attacks on Beijing. Numerous web- Medical Writing, Writing for translation, Documentation and document analysis – Global in- sites have been banned for containing formation management: Information analysis and structuring, Documentation processes, In- words on the banned word list created by ternational standardisation, Information lifecycle management, Software development, Project the Chinese government. management and quality assurance – XML documentation applications: Consulting, design Game publishers and technology com- and implementation, Document type defi nition (DTD), Document management systems (DMS), panies have been watching China for years Product information management (PIM), Data conversion, Database publishing – Medical fi elds: as a promising market, particularly its Medical technology and diagnostics, Regulatory affairs and pharmaceuticals, Dental medicine, booming online gaming market, to expand Chemistry – Translation services: Technical translations, Internationalisation and localisation, the game industry. But the government’s Terminology management, Country coordination, Multilingual layout, Publishing – Information censorship has made it diffi cult for game developers to expand there. Will your prod- production: Technical documentation, Technical editing and proofreading, Technical illustra- uct be on the banned in China list? You’d tion, Medical Writing, Writing for translation, Documentation and document analysis – Global better fi nd out before your money has been information management: Information analysis and structuring, Documentation processes, spent on your product’s localization. International standardisation, Information lifecycle management, Software development, Project management and quality assurance – XML documentation applications: Consulting, design Conclusion and implementation, Document type defi nition (DTD), Document management systems (DMS), Success in warfare is gained by carefully Product information management (PIM), Data conversion, Database publishing – Medical fi elds: accommodating ourselves to the enemy’s Medical technologythe andmedical diagnostics, informationRegulatory affairs and companypharmaceuticals, Dental medicine, purpose. — Sun Zi, The Art of War Chemistry – Translation services: Technical translations, Internationalisation and localisation, It is defi nitely tempting to enter a Terminology management, Country coordination, Multilingual layout, Publishing – Information market with over one billion potential production: Technical documentation, Technical editing and proofreading, Technical illustra- customers. But before the global enterprises go for the whole nine yards, they tion, Medical Writing, Writing for translation, Documentation and document analysis – Global should ask themselves “Is our product information management: Information analysis and structuring, Documentation processes, ready for the Chinese market?” and “Is International standardisation, Information lifecycle management, Software development, Project the Chinese market ready for our prod- management and quality assurance – XML documentation applications: Consulting, design uct?” A few things need to be checked and implementation, Document type defi nition (DTD), Document management systems (DMS), for readiness, with the engineering issues Product information management (PIM), Data conversion, Database publishing – Medical fi elds: as one of them, followed by cultural and Medical technology and diagnostics, Regulatory affairs and pharmaceuticals, Dental medicine, political issues. Also, other challenges Chemistry – Translation services: Technical translations, Internationalisation and localisation, have not been discussed in this article, Terminology management, Country coordination, Multilingual layout, Publishing – Information for instance, fi nding a good Chinese lan- production: Technical documentation, Technical editing and proofreading, Technical illustra- guage service provider (LSP). There are tion, Medical Writing, Writing for translation, Documentation and document analysis – Global many Chinese LSPs out there, but how can you tell one is better than another? information management: Information analysis and structuring, Documentation processes, And communications between a client International standardisation, Information lifecycle management, Software development, Project and a Chinese LSP can be challenging. management and quality assurance – XML documentation applications: Consulting, design As stated in Sun Zi’s The Art of War, if you know the enemy and know yourself, you need not fear the result of a Values bring people together – Quality makes the difference. hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. In other www.mt-g.com words, knowing the challenges ahead of you will increase the chances of success in the Chinese market. M

36 | MultiLingual March 2009 [email protected]

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Region Focus 2/26/09 11:11:39 AM2/26/09 11:11:39 AM MultiLingual The Culturally and assistant professor at the Nitish Singh is the author of Evolution of some of the approximately 50,000 ve cardinal relations. This may spill over into business, ve cardinal relations. characters found in the standard Chinese dictionary. characters found in the standard Chinese dictionary. to balance the roles and harmonize their relationships based on these ﬁ a as well. In developed countries with a strong tradition of law, Customized Web Site Customized Web John Cook School of Business, Saint Louis University. Saint Louis University. John Cook School of Business, Martin Spethman is a managing partner International. of Globalization Partners predicts that The Economist Website globalization globalization Website China for and e-business & Nitish Singh Martin Spethman ) and relationship networks ) and relationship networks

). guanxi

ve cardinal relations: sovereign and China is an emerging global economic China is an emerging global China is a group-oriented or collectivist society where China is a group-oriented or collectivist society where China’s growth rate will be 8% in 2009. This China’s growth rate will be 8% power means that China has a purchasing States and parity second only to the United a population of 1.3 billion (www.cia.gov). users spent Last year alone, Chinese online purchases. almost $12.5 billion on internet to a Credit Suisse First Boston According is going to report, the Chinese consumer replace the US consumer as a primary engine In order to reach of global growth by 2014. a company’s via the web, this potent market website should be reviewed for both cultural customization and correctness. power with a gross domestic product of $7.8 power with a gross domestic product trillion in 2008. The importance of hierarchical relationships guanxiwang www.multilingual.com March 2009 relationships and harmony in relationships are valued relationships and harmony in relationships are valued over individual needs and goals. The Chinese may even appear to be cold to strangers with whom relationships have not been established. Such an obsession has caused much emphasis on relying on established relationships ( (

in Chinese society can be traced back to Con- fucius’ ﬁ minister; father and son; husband and wife; old and young; and among friends. Chinese tend CC 37-39 Spethman-Singh.indd 3737-39 Spethman-Singh.indd 37 Region Focus

Research suggests ways to make websites more appealing to China is high on power distance, placing emphasis on hierarchical roles. collectivist cultures like China, including emphasizing a family theme. Customization may include displaying awards a company has received. contract may be of fundamental impor- research based on past purchase experi- saying recommending that you “never tance in deﬁ ning a relationship. In China, ences to make future purchase decisions. make a purchase until you have compared it is more a symbol of the harmonious They also frequently use word-of-mouth three shops.” Shoppers tend to consciously relationship between two sides. Among or referrals from friends, family and col- look for well-known brands that have Chinese consumers, xin (trustworthi- leagues to gather market information. high prestige or are considered high qual- ness) is a valuable philosophy. Chinese Chinese consumers predominantly look ity, and they tend to be somewhat risk- consumers generally rely on internal for monetary value. There is a Chinese averse when shopping. Providing free trials and demos may reduce this anxiety. In China, more than 400 million people live on less than $2 a day, but there is an True Partnerships emerging and fast-growing elite class that shops at Armani, Gucci, Cartier, Fer rari, In whatever we do, we’re in it for the long-term. That’s why we invest in Bentley and Hugo Boss. These people lasting partnerships with our clients are highly brand-conscious and prestige- and suppliers, building customized teams and solutions that best meet oriented, and they like to indulge in con- the needs of the day. Our clients can spicuous consumption. count on us as reliable extensions Market segmentation is an interesting of their own teams. Our suppliers can beneê t from the open, cooperative phenomenon, and besides these nouveau partnerships and the development riche, China’s Generation Y may appeal opportunities that Moravia provides. to vendors. They are success-driven, edu- Good partners achieve. cated, information savvy and surprisingly loyal to Chinese values and culture, but at the same time they are open to western ideas. They are good candidates for western brands and are fashion-conscious. There are other types of shoppers, including traditional, pragmatic consumers. They may not like to shop much and basically look for products based on price, not style. These consumers tend to be predominantly male and generally go for less expensive local brands rather than pricey or foreign brands. The Chinese language belongs to the Sino-Tibetan family of languages and is spoken by more than a billion people, thus making it the most widely spoken language in the world. Mandarin happens to be the most widely spoken Chinese dia- moraviaworldwide.com AMERICAS EUROPE ASIA lect, followed by Wu (Shanghainese), Yue (Cantonese), Min, Xiang, Gan and Hakka.

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37-39 Spethman-Singh.indd 38 2/26/09 11:11:41 AM Region Focus

to be aware of them to avoid any cultural identify where to promote a site when tar- blunders and inadvertent use of offensive geting Chinese online markets. Companies symbols. Some examples are: can furthermore explore key word devel- Q Number 8 tends to be a lucky opment, paid submission, manual submis- number. sion, paid inclusion to top search engines Q Avoid the use of the numbers 4 and and directories such as Baidu. M 7, which may relate to death. For a complete version of this report, Q Animals: 2007 was the Year of the request a download at www.globalization Pig, which is considered lucky. Other good partners.com/white-papers.aspx luck symbols are the dragon (yang) and tortoise (yin) that bring good luck and health. A three-legged frog is a symbol for Since 1994 good luck, too. China’s culture leans toward Q traditional male-female roles. Clocks may symbolize death. Q The color red generally expresses joy, prosperity, luck and happiness and TURKISH may have a good impact on the visual imagery of a site. ARABIC Internet and search GREEK engine marketing for China The key to promoting a website inter- and more... nationally is to create localized content, localized keywords, register local domains and then promote through local search China is a high context culture. Harmony and engines, affi liate marketing, online and Proven aesthetics help achieve cultural customization. offl ine branding and promotions. Proven Chinese is written using characters According to the Chinese Internet Net- Experience called ideographs. There are approximately work Information Center (CNNIC), the top Quality 50,000 characters found in the standard level CN domains registered have reached Chinese dictionary. The majority of Chi- more than a million. Now i-DNS.net Inter- nese characters consist of two elements: 1) national Pte. Ltd., in partnership with a signifi c, which indicates the meaning of CNNIC, is offering internet domain names Proven the word, and 2) a phonetic, which indi- completely in Chinese characters. Accord- cates the sound. ing to CNNIC guidelines, the Chinese Reliability domain name must have at least one Website globalization Chinese character. One may select from Long-Term Whether you are trying to launch a Chinese characters, ASCII letters (A-Z Commitment multilingual website in order to expand same as a-z), numbers (0-9) or hyphen (-) the markets for your products and ser- to compose your Chinese domain name. Cost vices, or you are trying to increase your The length shall be limited to 20 charac- Effective company’s global operational effi cien- ters (letters). cies by developing multilingual extranets It is recommended that fi rms plan on Service and intranets, website globalization is a and conduct some form of global search Blue-chip requirement to make either a reality. In engine marketing (SEM) in order to drive order to enable your web presence to com- traffi c to their new language sites. This Client Base municate, conduct and complete inter- may include global search engine opti- national e-business, you need to translate mization of localized web content, sub- (globalize) your website. mission of pages to key country (locale) Once you have identifi ed a country’s search engines, and pay-per-click mar- predominant cultural values, the next keting campaigns through services such step in customizing your website is to as Google AdWords or Overture. evaluate it on the relevant cultural values. Alexa.com ranks Baidu, a search engine, The cultural values of interest for China as the most visited site in China, followed are collectivism, traditional gender roles, by qq.com, sina.com.cn, and sohu.com. high power distance (hierarchy) and high On the other hand, among high-end users, context. age 25 and above, educated and with a Any ancient culture like China has a good income, Google seems to be the clear www.estr.com - [email protected] long list of symbols and icons that carry search engine of choice. At the very least, special cultural meaning. It is important these estimates on top search engines help +90 216 3268764

www.multilingual.com March 2009 MultiLingual | 39

37-39 Spethman-Singh.indd 39 2/26/09 11:11:42 AM Mandarin translations of South Park

Region Focus Xiaochun Zhang

Comedy Central’s South Park, the highly Translation of South Park in mainland China rated American animated comedy series, regu- Foreignization and domestication are two types of transla- larly attracts a broad audience. Moreover, it has tion strategy described in Lawrence Venuti’s The Translator’s been listed as one of the “100 Best TV Shows Invisibility: A History of Translation (1995). Venuti’s analysis C of foreignizing translation suggests that the original meaning of All Time” by Time magazine. Refl ecting the of the source text is retained, which minimizes the dominance fast development of cultural globalization, the of the target language and culture in order “to send readers adventures of four boys and their friends in the abroad.” In mainland China, South Park episodes have not been offi - small town of South Park, Colorado, have been cially imported by the government. Nonetheless, they have been translated into a number of languages, with subtitled by a group of amateur translators with specialized these translations spawning fan websites and a knowledge of the American television series, and the subtitled range of secondary literature. Yet at the same cartoon series can be easily accessed on many websites. In order to avoid any problems relating to legal issues or censorship, the time, there are variations within these trans- translation group claims “㦻ⷦヤ⅔∪⃯ⷵℳ㿐᧨₴䰐䞷ℝ⟕₩ lations. For example, the television episodes 䞷抣” (The subtitles are provided for study and communication broadcast in the United States are not always only; any commercial usage is forbidden.) at the beginning of each episode. With the aim of language study and cultural communica- the same as the episodes broadcast in other tion, the translators resort to the foreignizing translation method countries. This article is based on two different by adhering to South Park’s original style, presenting a full picture Mandarin Chinese translations of this popular of American culture. The essential problem in this context is that cartoon in mainland China and Taiwan. Much many cultural reference points or social events may be unfamiliar to a Chinese audience, creating particular diffi culties, for example, has been made of its popular culture parody, in terms of fully understanding witty dialogues and the wider scatological humor and satirical handling of satirical plot. However, one measure that has been introduced by current events, and indeed South Park contains translators is ignoring the typical word limit for subtitling and numerous political and cultural reference points providing an explanation of the subject matter to assist the audience, as noted in the following examples: that create diffi culties for translators. Example 1 (from Episode 403) Original: Well, he doesn’t need to see a bunch of frogs prance around in tights and make-up wrappin’ their peckers around Xiaochun Zhang, born in China, has lived in each other’s faces! the UK for the past three years. She has a BA in Translation: Ⅵ㓜ₜ榏尐♊䦚₏刳䴎侶愺嫲᧨ 㿢Ⱅ唂㕈᧨ Applied English from Nanjing Normal University 䯭㺣㿊䘿Ⓙ⮓忿䤓槡奨᧤⺈㽤⦌ⅉ䤓垠䱿᧨ 㤦㖖Ⅵⅻ⅏⃗掌 and an MA in translation from the University of ⚒᧥ Edinburgh. She is a freelance translator Reverse translation: He doesn’t need to see a bunch of and researcher on audiovisual translation. frogs prance around in tights and heavy make-up. (Frog is the

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40-44 Zhang #102.indd 40 2/26/09 11:15:43 AM Region Focus

derogatory nickname for French people, increase the knowledge of the Chinese overall plot of the show. The rewritten indicating they eat everything.) audience in relation to American society and dubbed Taiwan Mandarin version Example 2 (from Episode 403) and culture. Although most of the original is as foulmouthed, politically satirical, Original: Mrs. Janet Reno, you must dialogues have been translated even with and cynical as it is in the United States; understand the father has a right to his their confusing cultural references, it however, most of the off-color jokes children. would appear that the translators hold a and local slang have been swapped Translation: Mrs. Janet Reno ㌷尐䩴 reserved attitude towards sexual topics. In with inside jokes and vulgar puns to 拢᧨ ₏₹䓅⅁㦘㧒Ⓒ尐⥭呹む䤓ⷸ⷟ the fi rst example, the sexual reference is allude to Taiwan’s local pop culture. It ᧤㇢㄃初⦌⚇㽤捷栎᧥ ignored, and the last clause is merely might be strange for some people who Reverse translation: Mrs. Janet Reno translated into 㿢Ⱅ唂㕈 (wear heavy have watched the original English ver- (The Attorney General at that time), you make-up). Homosexual references are also sion to see the four brats playing off must understand the father has a right to toned down. It might be the result of current local events, such as the Taiwan claim his children back. translators’ self-censorship, since there is presidential election, with American Example 3 (from Episode 403) no age rating system in China. fl ags and the Statue of Liberty in the Original: The only place we can go. Watching this subtitled mainland Chi- background. However, the translators We’re going on Oprah and then a book nese version of South Park is not unprob- chose to rewrite the script and change tour. lematic, since reading long subtitles in a the reference points from issues, people Translation: ♊㒠ⅻ➾₏厌♊䤓⦿㡈᧨ combination of English and Chinese may and places alien to Taiwanese people 㒠桷尐ₙ Oprah ᧤囦⚜叀♲䱏唑䥽᧥ reduce the enjoyment value of the cartoon. into what they are more familiar with, 䏅⚝ば⥭不➽⃵↩ᇭ aiming to “expand the audience Reverse translation: Go to the only and boost ratings.” Cindy Liu (⒧ⅲ places we can go. We’re going on ⸫), AXN's programming manager, Oprah (a famous TV show program) explained, “With the number of and then a book tour. television channels in Taiwan now, In order to provide background it's becoming increasingly diffi cult information of the cultural reference to stand out if you don't include points that may be alien to a Chinese some localized broadcast. . . . People audience, translators have inserted presume you're just another channel guidance notes in parentheses. It is that airs foreign programs. If you probable that, without any explana- want to be recognized as more than tion given by the translators in the another foreign-language station, fi rst example, the straight translation then you have to include programs might result in a situation where a with local content and make more Chinese audience may imagine some shows relevant to Taiwan. What has frogs performing on a stage, wear- Mainland China subtitlers use English for characters’ names. viewers transfi xed in North America, ing specially designed tights for their for example, isn't necessarily going tiny legs in a circus environment, rather That having been said, it is helpful as lan- to interest anyone in Taiwan." than getting the reference to the French. guage and cultural study material, which To the delight of translators and dev- In the third example, Oprah may be well serves the initial aims of the translators. By elopers, the dubbed Taiwan Mandarin known to Americans, but in China the adopting foreignization as a translation version has brought the television station audience might have no knowledge of method, the translators arguably bring the that broadcasts the comedy a huge ratings her program, and the humorous effect audience closer to the original South Park success. At the same time, South Park has may be largely reduced and even lost. As and to American popular culture. become part of the pop culture in Taiwan noted earlier, political satire is one of the key features of the South Park episodes. Translation of Without knowing who Janet Reno is, the South Park in Taiwan Chinese audience would not appreci- Above and beyond straight transla- ate the satirical plot of her dressing as tion, the localizers in Taiwan appear to the Easter Rabbit in the episode’s later have adopted the domestication strategy. Dual scenes. According to Venuti, one of the driving Another feature of this translation is forces behind the domestication transla- that people’s names remain untranslated, tion method is that it minimizes foreign- Fuzzy which preserves the original foreign zest. ness to allow the translation to fi t into Conventionally, translators translate west- the dominant target culture. In other ern people’s names phonetically into Chi- words, this method brings the author nese, which may change the pronunciation closer to readers and makes the target of some names that have no diaphones in text more readable. Chinese. The end result is that the style is Translators have made a good effort to maintained, but it may consequently www.star-transit.net explain the show’s alien elements to fi nd itself vulnerable to a change in the NXT www.multilingual.com March 2009 MultiLingual | 41

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as much as it is in the United States. The Idiots win street racer competitions, men who are fooled and used by women); catch phrases of the main characters are come if you dare, loser. Cartman is renamed 棎ዝ₏ዱ (A Piao), used everywhere, both online and in person. It’s impossible to be good in both which is a typical girl’s name; and maybe Even the tie-in products have been selling morals and study, being obedient with some sympathy in light of his death well in Taiwan’s big shopping malls. and fi lial. in nearly every episode, Kenny is only The domesticating job for Taiwan Mommy’s breasts will blossom; changed into a common local name 棎 translators starts at translating the title bombs exploded, boom boom. ⻋ (A Ni). Some supporting characters South Park into ◦㡈⥪忀⸱ (South Red Zhong in left hand; White Tile are also renamed to make them sound Park's Four Slackers) and is followed in right hand; It’s none of our more relevant to local culture. Chef is by the theme song, as shown below in business. called 劐䓈(old daddy), Mr./Ms. Garrison contrast to the original English version. (mmmmmmmm ~ ~ is named 囪⻐(died, vanished), and Ike Original: mmmmmmmm ~ ~ ) is nicknamed BB. Although the western I’m goin’ down to South Park Don’t doubt; don’t hesitate; this is faces in the cartoon do not change after Gonna have myself a time. the good point. being renamed, the domestication of Friendly faces everywhere As noted from the reverse transla- names effectively brings the characters Humble folks without temptation. tion, the theme song has been rewritten closer to the local audiences. They are Goin’ down to South Park and seems to be totally irrelevant to the given typical Chinese names that one Gonna leave my woes behind. could fi nd in any local neighbor- Ample parking day or night hood in Taiwan, which are not only People shouting Howdy easier to remember but also provide Neighbor familiarity to a local audience. Heading on up to South Park. Gonna see if I can’t unwind Minimization of mmmm… mmmm (line foreign cultural references obscured when sung) To make the story appear and Come on down to South Park sound plausible in Taiwan, most of and meet some friends of the foreign reference points, such mine. as currency, countries’ names and Translation: other representative cultural ele- 抨㢾₏⊚㼡㦘㥃┪䄺氷䤓⦿㡈 ments are covered after dubbing. ዡዿዱC⫄ ዤዱC慙㈦␯慜 Ⰼ Example 1 (from Episode 403) 呌⻀∕GGYY Original: If you’d like to come ❐⸇␋⎹匌崀ⷬ檕㫈㦻ₜ♾厌 down and visit the quintuplets, 劐ⵌⰅ⷟㦒栚啀䍇㇗䒕䍇槈 admission is only $5, and for a few 槑⟹⟵ dollars more, you can feed them ふ㓚侔₼ ⚂㓚䤌㨎 ⸘槭Ⅵ䤓 fi sh sticks. Translation: ✌ The contortionist quintuplets from Romania perform in Episode 403. Ⱁ㨫㦘␃怲㧴㘱 (mmmmmmmm ~ ~ 幎℣卭卝᧨忈䞷㢾⃬◐⃬⏒᧨庆 mmmmmmmm ~ ~ ) original. The terms Red Zhong and White 帿㈦呹⮖榅杀᧨⃮♾ⅴ⃿漋㧴⠑Ⰸⅻ ₜ尐㒆䠠ₜ尐䗅建抨㢾Ⰼ㓏⦷ Tile in Mahjong is included to make it ⚒ᇭ Reverse translation: more Chinese. Furthermore, many words Reverse translation: If you’d like to This is a lovely place without from the Taiwanese dialect of Hokkien, visit the quintuplets, the admission fee is violence such as ዡዿዱC⫄ ዤዱC慙 and GGYY, 99 yuan; please prepare the change; you are added into the Mandarin translation can also feed them with fi sh. to stress the local language and cultural Example 2 (from Episode 403) characteristics. Original: We’ve just gotta convince The main domesticating alterations these chicks that America kicks the ass made by the translators are focused on out of every other country. Fuzzy the following issues: people’s names, for- Translation: 㒠ⅻ尐常℣卭卝䩴拢᧨ eign cultural references, subject matter, ◦㡈⏻⥼㢾ⅉ梃⮸⪑᧨常Ⰸⅻ咜ₜ㈦ political parody and sexual references. 忿ᇭ Term Reverse translation: We have to let People’s names the quintuplets know that South Park is Instead of leaving people’s names heaven on earth and then they won’t want untranslated as practiced by mainland to leave. translators, the Taiwan localizers opted Example 3 (from Episode 403) to rename the main characters with some Original: The only place we can go. nonsensical taunts. For example, Stan is We’re going on Oprah and then a book www.star-transit.net translated into ⻝奚 (Poo Ball); Kyle is tour. Yes. You can all kiss our little white NXT called ⑾⷟(stupid guy, normally refers to Romanian asses! 42 | MultiLingual March 2009 [email protected]

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Translation: ⇯丰㒠ⅻ♊❹⏎᧻㒠ⅻ Reverse translation: version, the Taiwan version vividly shows め兞♑┯ℕ㡔嫛⥱ℕᇭ⺈᧨尐㔦帽᧨⇯ Jimbo: The city fl ag represents the the indifferent attitudes of certain people ⅻ呹む⦷扨摛㏱㏱㔦帽⚶ᇭ spirit of South Park. towards particular social issues that do Reverse translation: Don’t you care Chef: What a shitty spirit, the fl ag is not directly affect their lives. It may be about where we are going? We’ve joined a encouraging people to murder. It should observed that the Taiwan translation is as tour trip. Yes, if you want to protest, you can have been changed a long time ago. satirical as the original American version, take your time to do it here yourselves. Jimbo: Old Daddy, why do you love even though the story is changed. It is noticeable that US dollars are changed the new but loathe the old? The fl ag has into yuan, which is the currency of Taiwan; existed ever since the grandfather of my Parody of politicians fi sh sticks are swapped with fi sh, since fi sh grandfather’s grandfather was in nappies. and celebrities sticks are not common food in Taiwan; and It is the experience and spirit bequeathed The original South Park also gained the word America and references to Ameri- by our ancestors. its popularity for its crude satire on can culture such as Oprah are omitted. Chef: Science and technology has politicians and celebrities. Importantly, developed. We even have diapers for the Taiwan version retained this feature Subject matter adults now; why are you still using nap- and also made it successful in the local The original version of South Park pies? So I say, the fl ag is not good and market. is well known for its topical nature. should be changed. Example 1 (from Episode 408) However, some western social issues are Example 2 (from Episode 408) Original: Alright, children. Do your not particularly familiar to audiences in Original: Well, I guess the fl ag is part homework and let’s get ready for a great Taiwan, such as anti-Semitism. In the of history, but I can see how it is racist. debate! original English version, Kyle and his Translation: ₫䱠⮶䋺䍶⏘ℕ㒠㓏㦘 Translation: Ⰼ䤓᧨戸幉⻀㢾尐劜⣃ family are Jewish, and since Cartman 䤓䱾坓᧨㟈㡦⷟䤓杀ㄣ年㗟全♦䌍㓆ᇭ 忀᧨゛㦪⇯ⅻ䤓⣃♾ⅴ忀扖⛃⸦⸹ᇭ is anti-Semitic, this results in endless Reverse translation: The fi re in Dongke Reverse translation: Alright, the debate confrontations between them. However, burned all my savings. The money used is a competition about who can be the in Taiwan, anti-Semitism has never been for changing the fl ag should be donated most cheeky person; I hope you could be a social issue and is not an everyday to fi re victims. more cheeky than Wu Zongxian. topic. Accordingly, in the cartoon, Kyle’s In Season 4, Episode 8, Chef suggests Wu Zongxian (Jacky Wu) is a popular identity has been changed to a Hakka changing the South Park fl ag, as he fi nds it talk show host, singer and actor in Taiwan, who converts to Buddhism, and all the to be racist. However, Jimbo believes that who is famous for quick-witted humor. off-color jokes or references about Jew- the fl ag represents history and should not Example 2 (from Episode 408) ish people are rewritten or deleted. Rac- be changed. Therefore, a public discussion Original: Chef My name isn’t Chef ism towards blacks is also an unfamiliar about this issue starts in South Park. In anymore, children. I’ve converted to Islam. topic. Therefore, translators have edited the Taiwan version, the story was twisted From now on, my name is Abdul Maham- the plot to suit the local environment. into whether the death penalty should be med Jabar Rauf Kareem Ali. With every- Example 1 (from Episode 408) abolished, and most of the dialogue con- one in town so insensitive about the Original: cerning racism has been rewritten. Most fl ag, I fi nd it no longer fi tting to use my JimboWe cannot change the South notably, in the Taiwan version, other slave name! Park fl ag, Mayor! minor characters on the show consider Translation: ⅝䘿⦷怆᧨ₜ尐♺⊉劐 Chef Mayor, as I’ve said before, I fi nd the death penalty to be less of a serious 䓈᧨尐♺⊉䤓㦻⚜᧨⺈᧨⊉䤓㦻⚜㢾棎 that fl ag to be racist and insensitive! issue than the bad economy and their ◍⭺㫋᧨䖹⏺㑵⮺᧨棎摛ₜ㓢ᇭ㡱䏅扨 JimboChef, I respect you very much. living standards. Although the storyline ⏎䤓ⅉ᧨掌䆯展㦃㟈ゑ㡦䤓ℚᇭ⇯ⅻₜ But you have to understand that this has is not exactly the same as the original 全⊉㡈≎᧨⊉⃮ₜ全⇯ⅻ㡈≎ᇭ been the South Park fl ag since some of our ancestors, like my great-grandfather, founded this land! Chef: That fl ag represents a time when blacks were persecuted by whites! How can a black man not be bothered by it? Translation: 摠⸬᧶ゑ㡦ⅲ嫷ℕ◦㡈⏻⥼䤓位䯭 ⟙ 劐䓈᧶⟴䕦⻐位䯭᧨挲₹㡦⷟㫈㦻⻀㢾熢╀⮶⹅㧏ⅉ᧨㡸年㗱ℕ 摠⸬᧶劐䓈᧨⇯㊝⃗⠫㠿☛㡶⟙᧻ 挲槱㡦⷟㢾㒠䓆䓆䤓䓆䓆䤓䓆䓆执⦷▔ ⻎を䤓㢅⊨⻀㦘ℕᇭ挲㢾劐䯥⏗拦䟨ₚ 㧴䤓兞洛恮位䯭勅劐䓈᧶ 䱠㔏扪㷴᧨扭㒟ⅉ兇⻎孳掌㦘ℕ᧨执▔⟴⻎を⛱᧻㓏ⅴ⊉広᧨挲㡦 ⷟ₜⰌㄣ年㗱ᇭ

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Reverse translation: From now on, don’t Example 2 (from Episode 408) depends on the purpose of the transla- call me old daddy. Call me my real name. Original: The rest of you, go get the tion, which may explain the distinctive Yes, my real name is A Bian Shi Ge, Zhu goods on Stan! His mom grounded him differences between the two Mandarin Ba Nuo Fu, A Li Bu Da. People here are once for setting something on fi re. Let’s versions of South Park. As mentioned indifferent to the matter of changing the fi nd out what that something was, and above, in mainland China translators city fl ag. If you make things diffi cult for then lie and say it was a puppy. adopt foreignization to bring an audi- me, I’ll make things diffi cult for you. Translation: ␅⸒ⅉ微徲䥾⻝奚᧨⻝ ence closer to the original “foreign fl a- Here, the so-called real name of Chef, 奚㦍兞⥯⃉℀䍶₫導᧨嬺Ⅵ劐Ⱇ䰐恂᧨ vor,” with the aim to help English in fact, is a wordplay with homonyms. ♊㟍歝⭿広Ⅵ䍶䤓㢾Ⅵ䓇䤓≬棸⯦ᇭ language learners gain a better knowl- The latter characters of 棎◍⭺㫋᧨䖹⏺ Reverse translation: The rest of you, go edge of slang and idioms against the 㑵⮺᧨棎摛ₜ㓢 look like the translation get the goods on Stan! His mom grounded background of American culture. How- of an Islamic name, but actually are pho- him for setting something on fi re. Let’s lie ever, in Taiwan, the aim of translation is netically similar to “A Bian is a stupid that he burned his dad’s condoms. entertainment together with underlying pig, coward and trouble maker.” A Bian It is noticeable that general sexual ref- commercial goals, so the translators adopt is the nickname of the former president erences are made more explicit, whereas a domestication method to add local zest. of Taiwan, Chen Shui Bian. derogatory references to gay people are Ultimately, these differing functions jus- toned down, as the next example shows. tify the production of two types of Sexual references Interestingly, homosexuality is not sup- translation. Conversely to the conservative trans- posed to be taboo in Taiwan, where same- Secondly, political considerations also lation in mainland China, translators in sex marriage was legalized in 2003. infl uence the choice of translation strategy. Taiwan tend to make sexual depictions Example 3 (from Episode 403) South Park is political and has repeatedly more explicit. In the United States, South Original: Aha, I knew it. They turned encouraged controversy and debate. In Park is rated as TV-14, but it is grouped you into poofders. mainland China, politics is still considered as 戔⺋儶(Parental Guidance) in Taiwan, Translation: 㝜奚᧨⇯ⅻ㎂槯◥匘忩 a serious topic, and the mockery of certain which means that children under 12 杀⟙. political issues is not widely accepted. years old must not view the show. People Reverse translation: Do you want to sell Thus, the foreignization strategy is more of ages between 12 and 18 years require your body for money? useful here, since translating source texts attentive guidance of parents or teachers. that contain any political issues will make Theoretically, the Taiwan version is sup- Foreignization or domestication the story more irrelevant to the target posed to be more reserved towards sex, Accordingly, it is clear from the previ- culture. but as seen in the following examples, it ous examples that audiences have differ- All opinions on political issues will is actually more depictive. ent experiences of South Park in respect be foreign voices dealing with foreign Example 1 (from Episode 403) of the two Mandarin Chinese translations. things. In Taiwan, social and political Original: Ladies and gentlemen, please The question then arises as to which issues are more frequently tackled and no smoking and no fl ash-photography approach to take from the viewpoint of audiences also like to watch the ridicul- during Sarque du Son Bleu. the translator. Is there indeed a better ing of political fi gures and celebrities. Translation: ⚓⇜Ⰲ⭺⏗䞮᧨唑䥽☂⺕ approach? From a translator’s perspec- For this reason, domestication is the ㆏ⱚ᧨䆣⒉₼䰐㷱㕜䏶᧨㕌䍮♙⣎❊ᇭ tive, which of the translation strategies preferred strategy of translators in Tai- Reverse translation: Ladies and gen- to choose is mainly determined by two wan, since it allows them to rewrite the tlemen, the performance is about to start. factors. source texts to allude to local social- Please no photography, no smoking and First of all, applying a foreignization or cultural milieu. no sex during the show. domestication translation strategy largely It is important to recognize that the choice of any translation strategy is not only the simple decision of a particular translator, but should also refl ect the environment of the target culture. 6TFS$POGFSFODF Though any selection of differing transla- JO#VEBQFTU )VOHBSZ tion method leads to different outcomes, it does not directly affect the “quality” of translation. Quality is relative to the translation’s purpose. M

References “The 100 Best TV Shows of All-TIME.” www.time.com/time/specials/2007/article/ 0,28804,1651341_1659196_1652729,00 .html XXXNFNPRGFTUPSH Phipps, Gavin. “Changing the airwaves.” +PJO6T Taipei Times, 26 May 2001. www.taipeitimes .com/News/feat/archives/2001/05/26/87372

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Region Focus 2/26/09 11:22:07 AM2/26/09 11:22:07 AM tting” MultiLingual c technical challenges when translating After decades of persistent efforts, many US companies are After decades of persistent efforts, many E-learning challenges When companies adapt e-learning for use in another culture, perspective, learning outcomes are extremely important. They perspective, learning outcomes are extremely but how well and not only indicate what a learner has learned, to the bottom line. how long it took, all of which are related China. As such oppor- enjoying successful business ventures in need for experienced tunities grow and expand, so does the the growing number of college and Despite and skilled labor. China Business Council technical education graduates, the US facing these companies has reported that the biggest challenge which is a notable for the past three years is human resources, the years. In particular, shift from regulatory issues in previous talent — senior and mid-level turnover rate for local executive corporate structures managers who function well within western by as much as 20% — is about 15%. Salaries have increased of people. Companies because of the demand on a limited supply heavy emphasis recognize the need to replace the traditionally on the development of technical skills with those that are more they have business-focused, such as leadership. Subsequently, begun investing more heavily in training as both a development tool and a method of motivation for the upwardly mobile to use e-learning than Chinese. In addition, they are more likely face-to-face training because it is less expensive, offers consistent content, and is almost too easy to provide. Unfortunately, many American companies will assume that their e-learning courses and materials are suitable for learners in other cultures, without ever questioning this assumption. they face three interwoven challenges. First, while most companies intuitively understand the need for translation, we typically need to explain that the process is much more than word-to-word translation. This deceptively complex activity requires “ﬁ the text into pre-set formats, editing, proofreading and quality assurance. In addition, the technical side of translation is a challenge. There are speciﬁ rst of all, how- ), developing business ¯nxi gua Adapting e-learning Adapting norms to Chinese Andrea Edmundson rst ten years in China, a certain rst ten years

Andrea Edmundson is CEO of eWorld Learning, Andrea Edmundson is CEO of eWorld Tsuruta- Inc. The author would like to thank Kara Alvarez of CTS LanguageLink, Claire Lyell of TMA and Mei Qi of Beijing Union University for World, their contributions to this article.

In their ﬁ The training department wants to use an interactive, award- The question the company needs to ask ﬁ American software company — let’s call it American software company on build- Fictitious Software LLC — focused ing relationships ( infrastructure and training front-line employees infrastructure and training front-line executive to program their software. Initially, American. Now, and mid-level managers were and increased because of changing politics the company competition for skilled managers, Chinese manag- plans to develop and promote to decrease ers. They’ve elected to use e-learning as well as training costs and associated travel their Chinese to ensure that US managers and same manner. counterparts are trained in the ever, is if this American-designed course could effectively train is if this American-designed course could effectively train ever, employees in China. What do we know and, more importantly, what do we not know about learning and training in China that might negatively affect learning outcomes? From a business www.multilingual.com March 2009

winning course produced by Ninth House, Inc., called “Situa- tional Leadership II” by Ken Blanchard, a well-known American expert on leadership. The course is extremely interactive and includes “branching” (what-if) simulations, discussion forums, videos and assessments. II 45-48 Edmundsom #102.indd 4545-48 Edmundsom #102.indd 45 Region Focus

Chinese materials because it is a double- Our most signifi cant challenge is to byte language. Two bytes represent Chi- convince clients that certain courses must nese characters instead of the single byte be culturally adapted before we submit used in Latin-based languages. Add to them for translation and localization. this the fact that there are two forms of E-learning is a cultural artifact, intrinsi- written Mandarin and hundreds of addi- cally embedded with the cultural values tional spoken dialects. One of the most and characteristics of whoever designed it, common challenges we face is not being which could be in extreme contrast with equipped initially with a full understand- those who are using it. Research has con- ing of the target audience. In many cases, fi rmed that different cultural dimensions when we ask for more clearly defi ned affect how people communicate, treat audience details, such as the specifi c each other, prefer to learn and so forth. region(s) of China, locations, demographic Given the Chinese business environment information, education level and techni- described above and an e-learning course cal aptitude, such information is not read- that was designed by one culture (Ameri- ily available or easy to access. The person can) to teach management skills in another driving the translation, for example, may (China), we’ll use the Cultural Adaptation not be privy to the business goals and Process (CAP) model to systematically objectives of the client for China. In the analyze, test and adapt e-learning from end, though, convincing a company to one culture for another. It is an iterative submit materials for translation is rela- process — a discovery about the learners tively easy. or their environment that triggers the need Second, localizing source materials not to look at certain aspects of the course written with an international audience in and, conversely, certain characteristics of mind — content written using abstract Figure 1: Graph of US and Chinese cultural the course that oblige us to research their ideas, colloquialisms, unique product dimensions according to Hofstede’s research. alignment with the learners’ cultural pref- names, humor and slogans — challenges Source: http://geert-hofstede erences. Subsequently, we should recom- .international-business-center.com us because it is often diffi cult to translate mend priority adaptations, test them and and may not be relevant to the target importance by describing scenarios that then implement those that we deem to be audience. For most of our clients, the could stop business. Potential infl uences critical before submitting any e-learning concept of localization is new. Once we in China could include government cen- course for translation and localization. provide basic examples, such as being sorship, human rights, traditional values The advantages of the process are that the sensitive to Chinese culture in graphics, and current political issues. In contrast, research keeps our solutions current, the colors and images, they understand it; something such as replacing talk about testing elicits feedback from the targeted however, convincing them of the value of coffee breaks because most Chinese don’t learners, and we only recommend the localization requires more effort. With drink coffee would be less critical because most critical adaptations, which preserves e-learning, our challenge is to convince it probably will not interfere with learn- cost-effectiveness. clients that by not localizing, an entire ing outcomes. Primarily, our goal is to course could be rendered ineffective. In identify the critical conditions that nega- Research addition, using it could destroy previous tively affect learning outcomes or else can We should research the learners’ gen- efforts to build relationships and motivate be effectively adapted for the targeted eral environment at a high level. While we desirable employees. Thus, we stress the learners. are always attentive to language and aes- thetical differences relevant to localizers, our primary goal is to seek information about how learning occurs. For example, laws and politics, technological infrastructure, religious beliefs, social organization (including hierarchy, gender and caste) and, most importantly, educational norms 23-25 APRIL 2009 AMSTERDAM, THE NETHERLANDS could all affect the learning environment. We should ask what the underlying moti- )N DEPTHWORKSHOPSANDNETWORKINGFORDECISION MAKERSFROM%UROPEANLANGUAGESERVICECOMPANIES vations for education in the targeted cul- &INDING#REATIVE7AYSTO$IFFERENTIATE9OUR"USINESS"USINESS\ 3TRATEGYAND"UDGETING ture are, who has access to education and 3URVIVINGAND4HRIVINGIN5NCERTAIN4IMESDAY \3PEED.ETWORKINGDAY to what level, and how learners are taught. To get answers, use academic databases, /THER%,)!EVENTS.%73CHOOLFOR,30S !PRIL !ACHEN$%\ AND -AY "OLOGNA)4 web-based culture tools, business studies WWWELIA ASSOCIATIONORG and so forth. 0RODUCEDBY 3PONSOREDBY In this case, we fi nd that Chinese learners are more accustomed to a didac- tic type of learning environment in which

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Course characteristics Learner norms Potential adaptations How to evaluate impact Concept of leadership as used Concept of leadership is • Do not use the course at all Critical to use focus group of in America — individualistic (do cooperative (do what’s • Use the course in a limited way, among targeted learners to determine what you need to get ahead), best for the group); power more experienced managers acceptability of course; if it is little power distance between distance between leaders • Blend the leadership styles of the two not, other adaptation suggestions leaders and followers and followers is great cultures below are moot.

Lacks cooperative activities Prefer cooperative • Replace individualistic activities with Pilot test the course for equitable and group work except through activities and group work more cooperative ones learning outcomes; survey video simulations and post- • Do nothing; learners may adapt to participants about reaction to course communications in individualistic activities activities provided. discussion forums

Use of American icons and Exposed to American • Replace with those known to Chinese Determine learner familiarity by brand names, such as Harley- culture through mass learners using a focus group and/or quiz. Davidson motorcycles media, work and • Explain differences colleagues • Do nothing Use of American English; Learned English as a • Change idioms Test familiarity with language used management terms, soft skills second language in • Provide learners with a glossary in the course. If audio is included, language schools focused on • Orient learners to management terms understanding of accents should computer programming also be tested. • Do nothing Figure 2: Examples of potential adaptations and how they might be tested.

the “expert” teaches. However, in our between members of a culture and how into new situations, whereas the Chinese e-learning course, learners learn through it is accepted by both leaders and follow- are risk-adverse. Even though they may experience, trial and error, and interac- ers. The leadership course in our example want to be “leaders” in an American tions with peers. Would Chinese learners refl ects the high PDI and IDV scores of the company, will they accept and conform fi nd this format acceptable? Once we US designers in its inherent assumptions to the American concept of leadership? have gathered critical information, we that anyone can be a leader, one can learn American business life is a linear process engage our network of experts for further to lead, and it’s possible to earn leadership with foreseeable goals by foreseeable clarifi cation. Our resources confi rm that roles. Yet it is not incongruous to this idea deadlines. In contrast, the Chinese want teaching and learning styles in China that leaders are accessible to followers, and to understand the bigger picture and tend to be top down and authoritative. In in fact may even be challenged by them reach a consensus among themselves. In contrast, American learning styles require without consequence. Is this concept com- our American-designed leadership course, much back and forth, peer-to-peer, inter- patible with that of leadership in China? heavy emphasis is placed on having a active learning. As such, the instructor’s Research indicates that the Chinese sub- plan and acting on leadership crises with voice and style in the materials might be scribe to a much more hierarchical model minimal analysis — quite in contrast to adjusted to what is familiar to the Chinese of leadership, where there is considerable how the Chinese might make a decision. learners — something concise and to the distance between leader and follower. In Next, we look at the specifi c character- point. Chinese workers are accustomed to Chinese organizations, especially multi- istics of the targeted learners. For exam- listening to an instructor with no international ones, leaders and their leader- ple, if the learners are computer software ruption or questions for a length of time. ship styles are infl uenced by both global programmers, their level of education and Final testing upon completion of a training economy and traditional Chinese culture. session may be well received since this is Modern management theories that are very much a part of the learning process in viewed as primarily western in importance the Chinese education system. Note, also, are not necessarily relevant within Chinese that this is where the CAP model is itera- culture. For example, as noted by Mei Qi, tive. We look at the course to see if such associate dean for the College of Manage- activities are included and, if not, how they ment, Beijing Union University, “a leader’s might affect learning outcomes. However, capability of managing relationships with Roles research has indicated that Chinese learn- employees is often valued more than any ers might welcome new pedagogies and other leadership skills, because the Chinese adapt to them readily. culture highly emphasizes collectivism.” We also examine classical research on Americans also tend to be “me before national cultural dimensions. For example, we,” whereas the Chinese are concerned Figure 1 shows that the United States and about “we before me.” Our leadership China have different “indexes” on Power course inadvertently supports individual- Distance (PDI) and Individualism (IDV). The istic leadership. Americans generally are www.star-transit.net PDI represents how power is distributed risk-takers and willing to put themselves NXT www.multilingual.com March 2009 MultiLingual | 47

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exposure to American materials will use a focus group or survey to confi rm Potential adaptations be different than, say, those of a group this and simultaneously to determine if While there are many ways that an of Chinese agriculturalists. In addition, the American concept of leadership is e-learning course could be adapted, those Chinese computer programmers will have compatible to the needs of the Chinese. that are economically feasible best fi t more in common with US programmers Qi explains that traditional training the business needs of an organization. than they do with Chinese agriculturalists often includes sending staff to universities, In this case, we would test the items that because they have similar work environ- though universities tend to lack practical we deem are most critical to the success ments and cultures. Our research indicates exercises. In addition, learning practical of the learners. Solutions range from “no that Chinese managers would have to see tasks may be diffi cult for Chinese learners adaptation” to “this course will never great and immediate value in the training. because the traditions in their organiza- work and should be redesigned by the They are highly pragmatic when it comes tions differ from the American ones. For targeted culture.” Figure 2 illustrates a to business matters and would not want to example, though the Chinese may recog- short example template for organizing the be taken away from work for long periods nize case studies as useful teaching meth- testing phase. of time. Productivity is an integral part ods, learners require a complete orientation Is adaptation always necessary or of the culture. Upper management would to their usage. Chinese culture tends to be costly? No. Courses may contain basic need to communicate the importance highly contextual, while American culture information such as product knowledge and value of the training. In our case, is low context. or company procedures and only require the majority of incoming employees lack In general, if content is something translation. More complex courses include signifi cant exposure to American/western as simplistic as how to use a computer content with limited-to-moderate cultural management; instead, they are newly program, then the teaching method and nuances; they usually require transla- graduated technical experts. However, media tend to be simplistic as well (step- tion and localization. In these cases, we research indicates they are motivated by by-step how-tos, screen captures, simple ultimately recommend adopting re-usable not only salary, but by professional devel- linear simulations). In contrast, a course learning objects (RLOs), if possible. RLOs opment. Thus, they probably would wel- with culturally embedded concepts, are alternative activities that accomplish come a leadership course, but we would such as leadership, confl ict resolution the same learning objective but use differ- or negotiations skills, tends to use more ent formats, media or teaching techniques. complex pedagogy, such as problem Cross-cultural learning objects specifi cally solving and analysis, and subsequently, accommodate the learning preferences of more complex media (multipath, com- different cultures. For example, an indi- plex simulations, video). In our case, vidualistic activity such as a race (winner Blanchard’s course on leadership is richly take all) in an American course might be embedded with the assumption that replaced with a cooperative activity for everyone is amenable to the American Chinese learners (winning by accomplish- style of leadership. As suggested by the ing a common goal). Finally, the most fi ndings above, we begin to suspect that complex courses encompass culturally the course content in this case will not embedded values, attitudes and beliefs, work in the Chinese context. This course such as negotiation skills, motivation, also utilizes high-quality video and other teamwork, confl ict resolution, and other rich media, but resources vary greatly “soft skills” such as communication. These throughout China, so the most appropri- courses typically do not work if the two ate format for this training needs to be cultures are extremely different, and we determined upfront. would recommend that an alternative be Qi confi rms that “Chinese learners used or that a new course be developed often have few experiences of learning by the targeted culture itself. Upstream by expressing themselves. While these cultural adaptation — before translation Are you looking for kinds of learning tasks have been suc- and localization — is essential to provid- cessfully adopted in corporate training ing culturally accessible e-learning. M professional MEDICAL in face-to-face learning environments translators for your projects? in China,” challenges remain. “However, References ACP Traductera´s team of doctors, phar- one-on-one tutors were used to rouse the Hofstede, Geert H. “Geert Hofstede macists and medical experts can handle enthusiasm of learners” to “ensure that all your projects into CEE languages. Cultural Dimensions.” www.geert-hofstede THE EUROPEAN REGIONAL DEVELOPMENT THE EUROPEAN REGIONAL DEVELOPMENT AND OF INDUSTRY THE MINISTRY FUND AND THE CZECH REPUBLIC SUPPORT TRADE OF FUTURE. YOUR INVESTMENT IN everyone is involved in the activity, espe- .com cially at the beginning of a task. Learners Leung, Pamela. “Introducing E-learning in a then start to enjoy the learning activity Traditional Chinese Context.” In Instructional when the silence is broken.” Qi’s com- Design: Case Studies in Communities of ments indicate that Chinese learners with Practice. Ed. Michael J. Keppell. Hershey, structured guidance (tutors) would adapt Pennsylvania: IGI Global, 2007. 275-95. to using more interactive approaches to Qi, Mei, Associate Dean for the College of teaching, such as case studies and group Management, Beijing Union University. E-mails work, and actually learn to enjoy them. to the author, 27 November - 4 December 2008.

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|| ? U

Internationalization I 2/26/09 11:24:52 AM2/26/09 11:24:52 AM Wie- ? Is it i . However, . However, å (Latin letter MultiLingual Ü ? (Latin capital let- ú should be ordered at Redo aa ) if pronounced like ) if pronounced like z , it should be at the beginning of the alpha- a many legacy systems support non-Unicode many legacy systems support non-Unicode (Latin letter U 0x0055, combining diaeresis U¨ to the original placeholder of scale enterprise applications and projects. scale enterprise applications and projects. and content, has extensive experience in the with dot). In addition to this, in Unicode there are different with dot). In addition to this, in Unicode I Secondly, consider sorting and collation. Lexical order rules consider Secondly, Speaking of the alphabet, what is the uppercase of Speaking of the alphabet, what is the uppercase Daniel Goldschmidt, senior software engineer internationalization and localization of large- and professional in the globalization of software ter Those are called Uni- ways to represent the same characters. code Equivalence. For example, the character with diaeresis 0x00DC) has an equivalent representation using the sequence 0x0308). The data should be represented in a canonical form to ensure that when doing search or other operations, we will compare apples to apples and not apples to pears. This process is called normalization. Unicode is becoming the most common method of encoding text over the internet and in other technologies. Yet encodings such as S-JIS, Big5, Latin-X and others. When interfacing with those systems, the right transcoding should be done. externalization. Something else to take into account here is stringexternalization. Something else to take example, can we fit the German translation for length. How, derherstellen are different from language to language. Where most of us are are different from language to language. in other languages familiar with the Latin alphabet lexical order, For example, in Danish rules can vary. the end of the alphabet (after if pronounced like bet. The same issues exist in many other languages, especially bet. The same issues exist in many other wrong sorting rules can those using non-Latin scripts. Using the for instance about an badly affect the user experience. Think mobile phone! ordered list on the small display of your Well, if you use Turkish script, the answer is if you use Well,

The three-layers approach to approach to The three-layers internationalization software Daniel Goldschmidt

The internationalization of software, a prerequi- The internationalization of software, While internationalization is well defined, the task itself variesWhile internationalization is well defined, The three-layers approach offers a rigorous way to identify Hard-coded strings and resources in the source code can be site for creating global products, is an engineeringsite for creating global products, infrastruc- process. Internationalization sets needed languages andture in order to deal with different iscultures. In an ideal world, internationalization cycle from day one of the product life undertaken definition,— from early stages of requirements and testing.through the design, implementation in many cases the first versions of the Realistically, internation- product are developed without proper enablementalization, and the internationalization has to be done on an existing product. www.multilingual.com March 2009

from product to product. When approaching any internationaliza- from product to product. When approaching tion project, consider the requirements, including the potential issues needing to be addressed in the product, how to set priorities among these issues, and how to test that all the issues have actually been covered. The latter point is maybe the most frustrating. might spend months on development and testing, without We knowing if we really covered all the issues. issues and priorities before starting a project. As mentioned earlier, various potential issues need to be addressed during the internationalization of products. Some of these issues are purely engineering-related, while others can be linguistic or cultural. a first problem. Source code is written in computer programming language and is used by software engineers as they develop software. Strings such as labels, alerts and messages are often embedded in the source code of software, as are other resources such as colors, fonts and dialog sizes. Localization cannot be done directly on the source code files, and for this reason, all strings and resources should be externalized from the source code to separate files called resource files. This operation is called strings (resource) TT 49-51 Goldschmidt #102.indd 4949-51 Goldschmidt #102.indd 49 Internationalization

Numerical, currency, date and time consideration. When displaying a map of First layer: data transport formats are other things to keep in mind. the Middle East, what borders should be (“handle with care” sticker) We all know that we should take care of used between Israel and Syria? Answer The three-layers approach helps to those formats when displaying data to the — all three borders: Israel’s version, Syria’s determine what actually should be done user, yet we tend to forget to take care of version and the United Nations’ version. and in what order. For most applica- it when reading data from files or other How should the West Bank be named? tions, even if there are no plans for streams. How can we tell if 01/07/2009 Judea and Samaria? Occupied territories? localization, the first layer is a must. means January 7, 2009, or July 1, 2009? Palestinian Authority? Answer — there is For example, even when not localized, a This is another example where a canoni- no right answer. Unfortunately, there are bugs tracking system needs to be able to cal representation is needed, and the way many conflicts around the world, and get and display data not only in a Latin the input is interpreted should be well there is a need to be careful and not to script but also in other scripts such as defined. offend any side, or at least not to offend Japanese or Hebrew. How frustrating is The color scheme of a product is also your potential clients. it when the text we type shows up as important. In Figure 1, we have a snapshot This is a short list of potential issues. gibberish? of the Chinese stock market. Note that red There are many more, including those The first step is identifying all data paths means that the index is going up, whereas surrounding bidirectional scripts (Arabic, in the application. Within any application green means that the index is going down. Hebrew), decompounding of compounds data is transported from one module to Colors have different meanings in different such as Blumenladen (flower[s] shop), another, from the database to the server, cultures. from the server to the clients, Language, even aside from from module A to module B. translation, has its own chal- Moving the data is usually not lenges. Segmentation is one ex- locale dependent, but needs to ample. In Japanese, Thai and be done carefully. The data is other languages, there are usu- handled as a “black box,” with- ally no whitespaces separating out caring about its content. words. How can we tokenize or List all data transports and data demarcate and classify a Japa- paths in the application, includ- nese text? How can we perform ing protocols, interfaces, con- searches? We need to use seg- nections, interfaces to external mentation engines to tokenize modules and repositories. Once the text and extract the words: Figure 1: Chinese stock market colorings. this mapping is done, check the Source: http://ﬁ nance.cn.yahoo.com 栚䯷⇫㯼ሯ拁ባ伂⮶倀檧指ᇭ compliance with your previ- Many languages, such Spanish, Ger- paper sizes (A4 versus letter), measure- ously defined requirements. man and Hebrew, are highly inflected. For ments (inches, cms) and various cultural The important thing is that the data example, the Spanish word for cat includes issues (the OK gesture might be offensive get to its destination safely, complete and the morphological variants gata (feminine), in some cultures). Internationalization not broken. In Latin script this is an easy gato (masculine), gatas (feminine plural) and localization involve a mixture of task, but in other scripts this task can be and gatos (masculine plural). When per- technical issues, cultural issues, politi- complicated. Using Unicode can enable a forming searches or indexing (think about cal issues, linguistic issues and aesthetic safe data transport layer. Normalization Yahoo! or Google searches), inflections issues. algorithms should be applied on the data should have been taken care of. Before starting the internationaliza- to ensure consistency and canonical rep- As if all that weren’t enough, the tion process, there is need to list the resentation in the different repositories. politics of your chosen locale are another internationalization requirements and to A handy checklist to get through this identify and prioritize them based on all layer would include: the potential issues in the software or Q Unicode support yet-to-be-designed software. With such Q Transcoding from/to other charac- a huge variety of issues it is difficult to ters’ encodings point out all of them. The three-layers Q Normalization support — securing a Bubble approach is being used to put some order canonical representation of all data in the internationalization process and Q International domain names — add- identify the potential issues in the archi- ing support (if applicable) to handle Windows tecture and the source code. The approach domain names that might otherwise be is similar and based on a common soft- susceptible to corruption ware architectural pattern called the Q Canonical representation of date, three tiers, but with major differences. time and numbers The concept is to separate between the data, the functionality and the user Second layer: application layer interfaces. Before you do any of this, you The second layer can be implemented www.star-transit.net should define the internationalization only if the first one has been implemented. NXT requirements for the product. However, it is not dependent on the third 50 | MultiLingual March 2009 [email protected]

49-51 Goldschmidt #102.indd 50 2/26/09 11:24:53 AM Tools Showcase

Efﬁ cient Business AlignFactory Management with LTC Worx LTC Worx is the cutting-edge, web-based Complement your existing TM and business information system for multilingual full-text search software with this powerful process management. Its time-saving alignment tool. Heartsome philosophy of “automate what you can, control Start aligning with speed and accuracy Translation Studio what you need” means that the software and increase the performance of your adapts to the user’s needs, not the other way existing tools. • all new translation environment around. Manage your projects efficiently from • all open standards inclusive: TMX, TBX, the quotation through to invoicing stage. LTC GMX, SRX, XLIFF Worx is suitable for any size language service • AlignFactory provider or language department. Its powerful • AlignFactoryLight • all new Mac- and Vista-style graphical user multisite management means it will also • AlignRobot interface satisfy the largest players. LTC — The Language Technology Centre Terminotix Inc. Heartsome Holdings Pte Ltd Surrey, UK • Bethesda, Maryland USA Ottawa, Ontario Canada Singapore [email protected] • [email protected] [email protected] [email protected] www.langtech.co.uk • www.langtechus.com www.terminotix.com www.heartsome.net

layer. For example, the word processing Q Numerical format display or get data input from different application being used for writing this Q Date/time format locales. Here, you should be aware of: text is not localized, yet it can get input in Q Currency format Q String and resource externalization all supported Unicode scripts. Moreover, Q Casing Q Cultural issues searches can be done in both bidirec- Q Adding morphological engines Q String length tional scripts and Asian scripts. Another Q Adding segmentation engines Q Paper sizes example is Yahoo! and Google search Q Adding decompounding support Q Measurements engines. Even in the nonlocalized version, Q Dealing with time zones Q Politics searches can be performed in various Q Strings concatenation Q Fonts scripts, and segmentation, decompound- Q Color schemes ing and morphological analysis are done Third layer: presentation Q Alphabets when needed. layer (user interface) Q Input method editors Step two includes mapping out all The third layer is implemented usu- Q Right-to-left layout data manipulations. Any application ally only when the application needs to The triage is not always simple, and there usually does something with the data be localized. The display layer depends are ambiguities in some cases. Handling from the first layer: sorting, searching, on the first and second layers and can- addresses can be done in the application parsing, collating, indexing and many not be implemented without them. The layer and also sometimes in the presenta- other operations. The first stage is to list application user interface is where the tion layer. The same is true with date/time, where data to be manipulated is located: users interact with the application. The currency and numerical formats. The bor- databases, repositories, parsers, tokeniz- user interface can be localized, and if ders are not always clear. Note: don’t forget ers, indexing tables and so on. These that is the case, the user interface should to analyze third-party components. operations are language-dependent and become locale dependent. Analyze the The three-layers approach can be used locale-dependent. Sorting in Swedish is user interface: dialogs, messages, menus, either when reviewing the requirements different than sorting in English and dif- reports, graphs, maps and so on. For each of a new product or when performing an ferent than sorting in Japanese. The component check its locale dependency. analysis on an existing code. The idea is application needs to be aware of the Will it act differently in another locale? the same: to scan the product in a rigor- locale while performing the data man- Note that even if the user interface is ous way, step by step, and look for all ipulations, including: not localized, it might have to actually potential issues. M

www.multilingual.com March 2009 MultiLingual | 51

49-51 Goldschmidt #102.indd 51 2/26/09 11:24:54 AM Internationalized desktop publishing difficulties Lionel Lim Internationalization

The process of translating documents involves several specialized activities in addition to translat- may also be an appropriate choice because it is designed to sup- ing content from one language to another. A major port both left-to-right and right-to-left layouts. Something else to consider is the type of document you want. Tstep in the translation process is the desktop pub- Programs such as Quark and InDesign are often used to produce lishing (DTP) of translated content so that the fi nal brochures and marketing materials, but for longer text documents, product closely matches its English counterpart. consider using Word or FrameMaker. Some users have found FrameMaker to be an appropriate DTP tool for long technical docu- When you are ready to translate your document, provide your ments because of its autonumbering features. language service provider (LSP) with the name and version number If you decide that Microsoft Word is the best program for your of the DTP application and the platform (Mac or PC) you are using needs and if your document contains many graphics, set up your for the English document. You should include the source fi les for graphics so that they do not shift locations. In Word, graphics your English documents in the original application, and you should may shift to the wrong location if the fi le is opened with a print indicate whether the LSP may correct the English document layout driver other than the one chosen for the original document. In to set styles and other formatting features. Naturally, this is only the addition, if your Word document contains multiple fi gures and beginning. There are several other decisions to be made as well. includes text that fl ows around the fi gures in columns, it is best to anchor the graphic to a specifi c location rather than using Choosing DTP applications fl oating graphics. A number of DTP packages are available on the market, and Whatever application you decide to use, work with your LSP each of these applications has its advantages. Those most often before you begin the project to coordinate software versions and used include Adobe InDesign, QuarkXPress, Adobe FrameMaker, ensure that the desktop publisher for the English and target lan- Microsoft Word, Adobe Illustrator and various autocad programs. guages are using the most effective packages for the project. Before you begin to desktop publish your English document, select an application that is appropriate for the type of document you are Selecting fonts and leading producing and that supports both source and target languages. Choosing the best fonts and line leading for your English Version 6 and earlier of Quark software did not directly sup- document helps ensure that the DTP of your translated docu- port Arabic and Asian languages. With these versions, users ment runs smoothly and that your English and translated docu- purchased localized packages for the various languages as well ments agree on a page-by-page basis. The best way to set up the as Quark Passport to perform hyphenation in multiple languages. typefaces, point sizes and leading is to use styles in your English For example, users purchased a localized version of Quark for source document. Arabic and another version for Asian languages, such as Japa- nese, Traditional Chinese and Simplifi ed Chinese. If you translate into these languages and if you want to use Quark to desktop publish your translated document, consider Lionel Lim, a project manager with ICD using Version 7 or higher, which will provide support for Asian Translations, earned his BA at the University languages. If you are translating into Arabic, you will also need of North Texas in English-Technical Writing to purchase the XT plug-in for Quark Version 7 or higher. Using where he graduated cum laude. He is the the Middle Eastern version of InDesign for Arabic documents author of ICD’s blog, “Translate 2 Evolve.”

52 | MultiLingual March 2009 [email protected]

52-54 Lim #102.indd 52 2/26/09 11:28:37 AM Internationalization

When you translate English into other languages, the Designing the page layouts amount of text often increases in size by at least 20%. When As you design your page layout, keep in mind that the desktop translating into Russian, for example, the text can increase publisher for the translated content should mirror, on a page- much more. For this reason, desktop publishers of the trans- by-page basis, the English version of your document. To achieve lated documents usually downsize the point size of the typeface this mirroring, desktop publishers who create the fi nal layout of in the English document by at least one-half point or even one translated documents fi nd it helpful to use two computer monitors point so that the translated content fi ts in the defi ned area of and to open the English PDF on one monitor and work on the the page. If you are translating into Russian, your text will translation layout on the other monitor. likely be set one point size smaller than the text for the other Allow suffi cient room for text to grow by avoiding small col- languages. With some languages, such as Japanese or Chinese, umn widths and tight boxes. In addition, set up all of your text the point size may not need to change. using the style features of your DTP software and apply the styles The standard autosetting for leading is 120% of the font consistently throughout your source content. By designing and point size; for example, with 10-point type, the leading is typi- using styles in your source content, you can lower the cost and cally set to 12 points. Increasing the leading beyond this ratio reduce the turnaround time of your project. The reason for this is in the English content is not recommended as the paragraphs that the desktop publisher of your translated content can simply may appear to contain gaps. However, if a higher leading value redefi ne the characteristics of each style, such as font size and in the English content is not an issue and if you do not want the leading, in order to make the translated content fi t into the same English font point size to be reduced, you can consider creat- page size as the English content. ing your English document with more leading. This reduces the When you design the English document template, be sure to likelihood that the desktop publisher must shrink the point size use the full capabilities of your DTP software. Use styles at both to make the translated text fi t in the space allocated. the character and paragraph level, as appropriate. By defi ning and When choosing a typeface, consider that languages such as applying styles consistently throughout your English document, Polish and Russian necessitate a font change unless you use a fonts, point sizes and leading can be easily changed when the Unicode-aware font. Such fonts allow for additional character translated document is desktop published. Avoid, too, the use of sets in the font for various languages. Select a common font that spaces and tabs for text placement and instead defi ne the tab deals with all of the languages into which you will translate. A and indentation settings for text within the document’s paragraph common Unicode font that supports, for example, Polish, Rus- styles. Keep in mind that if you use tabs in your English docu- sian, Hungarian and Greek is Myriad Pro. ment, the tabs are no longer properly placed on the page when the If you are not concerned about a font change from your English translated content grows. content to your translated documents, then using a Unicode-aware Another way to simplify the DTP of your content is to avoid font in the English document is not necessary. If your company using multiple languages on the same page. If you do need to uses a non-Unicode font for its corporate identity and if you are produce this type of document, make sure you plan ahead for translating into Polish, Korean and so on, the translated versions how the material will be laid out and allow appropriate room on will likely need to use a Unicode font. For languages that don’t the page for each target language. require Unicode, such as French, Spanish, German, Italian and As you prepare your page layout, plan carefully for how you Portuguese, use of a Unicode font is not necessary. Work with the will use color in both the source language and the target language LSP to decide if it’s best to start with a Unicode font in English. documents, especially for documents that will be printed. One of

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52-54 Lim #102.indd 53 2/26/09 11:28:38 AM Internationalization

the most signifi cant costs of offset print- Because graphic fi les are often large, between words can appear in justifi ed text ing is the preparation of the color plates. you may fi nd it diffi cult or impossible to if hyphenation is not used. Keep that in If you wish to re-use the color plates that e-mail the graphics to your LSP. In such mind if you are translating into those lan- were prepared for the English documents cases, check to see if your LSP has an FTP guages, and if your document uses very in printing the translated documents, be site to which you can upload your graphic small columns, numerous lines of text aware that because of language expan- fi les. Avoid, too, sending graphics that may need to be hyphenated. sion, some text will shift in the translated have been fl attened. With such graphics, If the DTP software being used does version. If the document contains color the font, point size and layout information not offer hyphenation capabilities in the elements such as headings, photos and are lost, and the desktop publisher will translated languages, it may be necessary bullets and if you wish to re-use your need to use nonstandard techniques, such to work directly with the translator to color plates, allow suffi cient room in the as covering over English words, in order manually hyphenate the content. It may be English layout so that these color ele- to paste in translations of any text in the helpful, too, to turn off automatic hyphen- ments will still align with the appropriate graphics. By providing your LSP with the ation and, where large gaps appear in the text in the translated document. original unfl attened source graphic fi les, text, work directly with the translator to For example, suppose you wish to you help ensure that every component of obtain the correct hyphenation. To do this, print a document that contains a color the graphic can be edited or modifi ed as produce a PDF of the document showing photo in the middle of the page, and the needed. the gaps in line text and ask the transla- photo must align with a caption placed Keep in mind, too, that any text within tor to review the document and indicate to the right of it. If the text that precedes the graphics will increase in length in the appropriate hyphenation. the photo extends beyond the allowed same way that the document text will space when the text is translated, the grow when the document is translated. If Reviewing the final product position of the photo and caption will your graphic contains many words, either Once the translated documents are desk- change, and the color plates prepared for reduce the number of words in the English top published, the client performs a thor- the English document will no longer be graphic or allow more room in such ele- ough review, which involves checking for useful for your translated documents. By ments as boxes and callouts to allow for such aspects as alignment and agreement setting up your English page layout to the translations. Another option is to use with the English document. allow for such expansion, you can avoid numbered or lettered callouts within your For this review, the desktop publisher this problem and still re-use your color graphics for each graphic element and usually produces a PDF showing the fi n- plates. It is also best to avoid using color use legends within the document text to ished product. The best approach for pro- on elements such as bullet points if you identify those elements. In this way, your viding comments at this point is to mark up are using offset printing because the text graphic will not require editing, and trans- the PDF rather than, for example, exporting associated with them will very likely not lation of the text supporting your graphic the text to Microsoft Word and inserting be in the same location in the translated will take place as part of the document markup. version. translation. By annotating the PDF, you can let the desktop publisher know exactly where the Graphics Hyphenation changes are to be made and help avoid If your document contains graphics, be Hyphenation of your translated docu- delays and additional costs in fi nalizing the sure to send live, editable graphics to your ment can be an issue particularly if your document. Some best practices methods for LSP so that the publisher can plan them page layout uses justifi ed text. This is marking up desktop published translated into the translated fi les. This is especially especially true for such languages as Rus- documents include: important if your document uses tight sian, German and Thai, which have long Q Use the highlighter tool in Adobe text wrapping around graphic images. words. With these languages, large gaps Acrobat to indicate precisely which areas of the document are to be modifi ed. Q Insert a note next to the highlighted text that thoroughly explains the change. Do not insert notes without highlighting the appropriate text. Q Use text edits for small edits. For example, use the cross-out tool with replacement text. When using text edits, also highlight the areas where text edits have been made. Q Write specifi c comments about the content that is to be changed. Q Check line breaks carefully. With forethought and planning, your translated documents will look professional and mirror your English documents, and the overall costs of your translation project will be reduced. M

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Services Showcase

Medical Translations Localization Is More Than Translation . . . MediLingua is one of Europe’s few companies specializing in medical translation. Global challenges require flexible and We provide all European languages (36 today professional service providers. Take advantage and counting) and Japanese as well as the of our experience and know-how and make your How to Be usual translation-related services. Our 250-plus product a worldwide success! SAM Engineering translators have a combined medical and was established in 1994 and provides localization World Savvy language background. services to IT organizations as well as translation International Marketing Communications and engineering services to vertical industries We work for manufacturers of medical Market Research devices, instruments, in-vitro diagnostics and through its network of translation partners, software; pharmaceutical companies; medical specializing in the translation of Business Marketing publishers; national and international medical Applications and Technical Documentation. organizations; and medical journals. SAM Engineering GmbH is located in Muehltal, Call or e-mail Simon Andriesen or visit our near Frankfurt, Germany. For more information, website for more information. see www.sam-engineering.de MediLingua BV SAM Engineering GmbH JFA Marketing Leiden, The Netherlands Muehltal, Germany Dubuque, Iowa USA [email protected] [email protected] [email protected] www.medilingua.com www.sam-engineering.de www.jfamarkets.com

Europe’s No. 1 Globalization Competence Greek Localizer Your Polish Production Center for the Worldwide IT Industry Since 1986, EuroGreek has been providing high- Professional globalization requires experi- quality, turnkey solutions, encompassing a whole Since 2000, Ryszard Jarza Translations has ence. Over the past two decades, we have range of client needs, for the following language been providing specialized Polish translation, developed into a top international company combinations: localization and DTP services, primarily for life specializing in the precise tuning of your • English into Greek sciences, IT, automotive, refrigeration and other documentation and texts to the standards and • Greek into English technology sectors. mentalities of the German-speaking world. • German into Greek Our strength lies in our work for well-known • French into Greek We work with multilanguage vendors and directly with documentation departments of software and hardware manufacturers. All EuroGreek’s work is produced in our Athens Furthermore, we also offer traditional transla- large multinational customers. We have built a production center and covers most subjects: tion services for the business, technology, legal brilliant in-house team made up of experienced • Technical and medical sectors. Our team of competent linguists and engineers, who guarantee a employees provides the very best quality • Medical/Pharmaceutical high standard of quality while maintaining • IT/Telecommunications within the respectively agreed time frame, flexibility, responsiveness and accountability. • Economics/Legal even if matters are a little more urgent. All EuroGreek’s work is fully guaranteed for quality and on-time delivery. Ryszard Jarza Translations Rheinschrift Übersetzungen EuroGreek Translations Limited Wroclaw, Poland Best & Steigerwald GbR London, UK • Athens, Greece [email protected] Cologne, Germany [email protected] • www.eurogreek.com www.jarza.com.pl [email protected] • www.rheinschrift.de

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55 Services Showcase #102.indd 55 2/26/09 11:29:52 AM Basic terminology Basics

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).

Big5. The name of the Chinese character set and encod- GDP is the expenditure method: GDP = consumption + gross ing used extensively in Taiwan. Big5 is not a national investment + government spending + (exports – imports). standard, but is equivalent to the first two planes of CNS Guanxi. A central concept in Chinese society describing 11643-1992. the basic dynamic in personalized networks of influence. Computer-aided translation (CAT). Computer techno- Guanxi is, in part, a personal connection between two peo- logy applications that assist in the act of translating text ple in which one is able to prevail upon another to perform from one language to another. a favor or service, or be prevailed upon. The two people Content management system (CMS). A system used need not be of equal social status. It could be a network to store and subsequently find and retrieve large amounts of contacts, which an individual can call upon when some- of data. CMSs were not originally designed to synchronize thing needs to be done and through which he or she can translation and localization of content, so most of them have exert influence on behalf of another. been partnered with globalization management systems. Internationalization (i18n). Especially in a computing con- DITA (Darwin Information Typing Architecture). An text, the process of generalizing a product so that it can han- XML-based architecture for authoring, producing and dle multiple languages and cultural conventions (currency, delivering technical information. This architecture con- number separators, dates) without the need for redesign. sists of a set of design principles for creating “information- typed” modules at a topic level and for using that content Localization (l10n). In this context, the process of adap- in delivery modes such as online help and product support ting a product or software to a specific international lan- portals on the web. guage or culture so that it seems natural to that particular region. True localization considers language, culture, cus- Globalization (g11n). In this context, the term refers to toms and the characteristics of the target locale. It fre- the process that addresses business issues associated with launching a product globally, such as integrating localization quently involves changes to the software’s writing system throughout a company after proper internationalization and and may change keyboard use and fonts as well as date, time product design. and monetary formats. Globalization management system (GMS). A system Machine translation (MT). A technology that trans- that focuses on managing the translation and localization lates text from one human language to another, using cycles and synchronizing those with source content man- terminology glossaries and advanced grammatical, syntac- agement. Provides the capability of centralizing linguistic and semantic analysis techniques. tic assets in the form of translation databases, leveraging Open-source software. Any computer software distrib- glossaries and branding standards across global content. uted under a license that allows users to change and/or Gross domestic product (GDP). One of the measures of share the software freely. End users have the right to mod- national income and output for a given country’s economy. ify and redistribute the software, as well as the right to The most common approach to measuring and quantifying package and sell the software.

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56-57 Basics #102.indd 56 2/26/09 11:31:34 AM Basics

Pinyin. More formally Hanyu pinyin, the most commonly several thousand years old. Today, traditional characters are used Romanization system for Standard Mandarin. Hanyu used in Taiwan, Hong Kong, Macau and by some overseas is the Han (Chinese) language, and pinyin means phonetics Chinese communities, especially those originating from the or, more literally, spelling sound or spelled sound. aforementioned regions/countries or who emigrated before Project manager. A professional in the field of project the widespread adoption of simplified characters in the management. He or she has the responsibility of the planning, People’s Republic of China. execution and closing of any project. Key project management Translation. The process of converting all of the text responsibilities include creating clear and attainable project or words from a source language to a target language. An objectives, building the project requirements, and managing understanding of the context or meaning of the source the triple constraint for projects — cost, time, and scope. language must be established in order to convey the same Quality assurance (QA). The activity of providing evi- message in the target language. dence needed to establish confidence among all concerned Translation memory (TM). A special database that stores that quality-related activities are being performed effec- previously translated sentences which can then be re-used tively. All those planned or systematic actions necessary to on a sentence-by-sentence basis. The database matches provide adequate confidence that a product or service will source to target language pairs. satisfy given requirements for quality. QA covers all activi- Unicode. The Unicode Worldwide Character Standard ties from design, development, production and installation (Unicode) is a character encoding standard used to repre- to servicing and documentation. sent text for computer processing. Originally designed to Segmentation Rules eXchange (SRX). The vendor- support 65,000, it now has encoding forms to support more neutral standard for describing how translation and other than one million characters. language-processing tools segment text for processing. It allows translation memory and other linguistic tools to describe the language-specific processes by which text is Resources broken into segments (usually sentences or paragraphs) for ORGANIZATIONS further processing. American Translators Association: www.atanet.org; and its Simplified Chinese. Refers to one of two standard Chi- Language Technology Division: www.ata-divisions.org/LTD nese character sets of printed contemporary Chinese writ- Project Management Institute: www.pmi.org ten language, officially simplified by the government of the People’s Republic of China in an attempt to promote literacy. Translation Automation User Society (TAUS): www.translationautomation.com Simplified Chinese is used in mainland China and Singapore, modified to be written with fewer strokes per character. Translators Association of China: www.china.org.cn Statistical machine translation (SMT). A machine trans- PUBLICATIONS lation paradigm where translations are generated on the The Culturally Customized Web Site, Nitish Singh and Arun basis of statistical models whose parameters are derived Pereira, 2005, Butterworth-Heinemann. www.theculturally from the analysis of bilingual text corpora. SMT is the customizedwebsite.com translation of text from one human language to another Ethnologue: Languages of the World (15th edition), Raymond G. by a computer that learned how to translate from vast Gordon, Jr. www.ethnologue.com/show-product.asp?isbn amounts of translated text. +155671159X Terminology management. Primarily concerned with The Guide to Translation and Localization, manip ulating terminological resources for specific pur- published by Lingo Systems: www.lingosys.com poses — for example, establishing repositories of termino- Index of Chinese Characters With Attributes, George E. Bell, logical resources for publishing dictionaries, maintaining 2006. www.multilingual.com/eBooks terminology databases, ad-hoc problem solving in finding Globalization Handbook for the Microsoft .NET Platform, Parts I - IV, multilingual equivalences in translation work or creating Bill Hall, 2002-2006. www.multilingual.com/eBooks new terms in technical writing. Terminology management REFERENCES software provides the translator a means of automatically searching a given terminology database for terms appear- CIA World Factbook: https://www.cia.gov/library/publications/ ing in a document, either by automatically displaying terms the-world-factbook in the translation memory software interface window or Geert Hofstede Cultural Dimensions: www.geert-hofstede.com through the use of hotkeys to view the entry in the termi- Languages of the World: www.nvtc.gov/lotw nology database. Omniglot — Writing Systems & Languages of the World: Traditional Chinese. A Chinese character set that is con- www.omniglot.com sistent with the original Chinese ideographic form that is Unicode, Inc.: http://unicode.org

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56-57 Basics #102.indd 57 2/26/09 11:31:36 AM ASSOCIATIONS 58 AUTOMATED TRANSLATION 58 Russian, Simplified Chinese, Spanish, Tagalog, Traditional in-house or smoothly integrated with translation service CONFERENCES 58 Chinese, Turkish, Ukrainian, Urdu Description AppTek is providers. Across provides several partner concepts and ENTERPRISE SOLUTIONS 58 a developer of human language technology products with the Software Development Kit for system integrators and a complete suite for text and speech (voice) processing and technology partners to allow the translation desktop to be INTERNATIONALIZATION TOOLS 58 recognition. AppTek’s product offerings include hybrid (rule- integrated directly, in order to include both preliminary and LOCALIZATION SERVICES 59 based + statistical) machine translation (MT) and automatic subsequent process steps. This results in more flexible and speech recognition (ASR) for a growing list of more than 23 transparent processes that benefit all sides. LOCALIZATION TOOLS 61 languages; multilingual information retrieval with query and Across Systems GmbH Im Stoeckmaedle 18, D-76307 Karlsbad, topic search capabilities; name-finding applications; and in- Germany, 49-7248-925-425, Fax: 49-7248-925-444, E-mail: info ROJECT ANAGEMENT OOLS P M T 62 tegrated suites providing ASR and MT in media monitoring @across.net, Web: www.across.net See ads on pages 4, 68 SPEECH TECHNOLOGIES 62 of broadcast and telephony speech, as well as handheld and wearable speech-to-speech translation devices. TM BROKERS 62 AppTek 6867 Elm Street, Suite 300, McLean, VA 22101, 703-394-2317, TRAINING & SEMINARS 62 Fax: 703-821-5001, E-mail: [email protected], Web: www.apptek.com TRANSLATION SERVICES 62 TextBase meets Translation Memory TRANSLATION TOOLS 64 Multiple Platforms

Buyer’s Guide Buyer’s ORKFLOW OLUTIONS Languages All Unicode languages Description MultiTrans W S 65 is an innovative tool that combines MultiCorpora’s unique TextBase TM technology with its best-in-class Terminology KCSL Inc. Management System. MultiTrans customers use their full- A SSOCIATIONS Languages All Description KCSL has developed many suc- text repositories of previously translated documents to pro- cessful commercial products including international spell and duce more accurate translations by eliminating ambiguity of grammar checkers, electronic references, and multilingual terms through a context-based workflow that, unlike tradi- search engines. Licensing to hundreds of entities, including tional sentence-based TM tools that recycle whole sentences, Microsoft, Hewlett-Packard, and the Canadian government, matches text strings of any length. MultiCorpora leverages has created a worldwide user base of over 200 million the expertise of its impressive client base to the benefit of its people. Integrating natural language processing, multilin- worldwide user community. The majority of departments gual search, and statistical methods, NoBabel™ Translator within the Government of Canada, international organi- Globalization and Localization Association is a major breakthrough in computer-aided translation. zations such as UNESCO, and enterprises such as Ford of Description The Globalization and Localization Association Without human interaction, NoBabel creates new TMs as Canada, Sobeys, Kraft, HSBC, Pfizer, Procter & Gamble and (GALA) is a fully representative, nonprofit, international well as cleans, grades and increases leveraging of existing other Fortune 500 companies trust MultiCorpora for their industry association for the translation, internationaliza- TMs. Automatic and accurate, the easy-to-use NoBabel Suite multilingual asset management solutions. tion, localization and globalization industry. The association maintains a familiar work environment. With NoBabel you MultiCorpora 102-490 St. Joseph Boulevard, Gatineau, Quebec, gives members a common forum to discuss issues, create lower costs and increase productivity. J8Y 3Y7 Canada, 819-778-7070, 877-725-7070, Fax: 819-778- 0801, E-mail: [email protected], Web: www.multicorpora.com innovative solutions, promote the industry and offer clients KCSL Inc. 150 Ferrand Drive, Suite 904, Toronto, Ontario, M3C 3E5 See ad on page 3 unique, collaborative value. Canada, 416 -222-6112, Fax: 416-222-6819, E-mail: customer_info Globalization and Localization Association 23 Main Street, @kcsl.ca, Web: www.kcsl.ca See ad on page 35 Andover, MA 01810, 206-329-2596, Fax: 815-346-2361, E-mail: [email protected], Web: www.gala-global.org CONFERENCES STAR Group Multiple Platforms Languages All Description STAR Group was founded in Switzerland 25 years ago with the exclusive focus of facilitat- Translation Automation User Society ing cross-cultural technical communications in all languages. Description The Translation Automation User Society (TAUS) Localization World The company has grown to be the largest privately held mul- is a community of users and providers of translation tech- Description Localization World conferences are dedicated tilingual information technology and services company in the nologies and services. The ambition of the TAUS community to the language and localization industries. Our constitu- world with 42 offices in 32 countries. Its advanced technol- is to translate a manifold of content in an increasing number ents are the people responsible for communicating across ogy developments have propelled STAR to its current market of languages through technology adoption, service innova- the boundaries of language and culture in the global mar- position. Core services include information management, tion and cross-industry collaboration. ketplace. International product and marketing manag- translation, localization, internationalization, globalization, Translation Automation User Society Oosteinde 9-11, 1483 AB ers participate in Localization World from all sectors and publishing and consulting. Core technologies include Tran- De Rijp, The Netherlands, 31-299-672028, Fax: 31-299-672028, all geographies to meet language service and technology sit (translation memory), TermStar/WebTerm (terminology E-mail: [email protected], Web: www.translation providers and to network with their peers. Hands-on prac- management), GRIPS (corporate technical communication automation.com titioners come to share their knowledge and experience and platform), MindReader (corporate author assistance), STAR to learn from others. See our website for details on upcom- James (corporate process management), i-Know (corporate ing and past conferences. learning platform) and SPIDER (electronic publication). AUTOMATED TRANSLATION Localization World Ltd. 319 North 1st Avenue, Sandpoint, ID 83864, STAR Group Wiesholz 35, 8262 Ramsen, Switzerland, 41-52- 208-263-8178, Fax: 208-263-6310, E-mail: info@localizationworld 742-9200, 216-691-7827, E-mail: [email protected], Web: .com, Web: www.localizationworld.com See ad on page 67 www.star-group.net See ads on pages 9, 33, 41, 42, 47, 50 ENTERPRISE SOLUTIONS INTERNATIONALIZATION TOOLS

Human Language Technologies Multiple Platforms Languages Arabic, Bahasa, Dari, Dutch, Egyptian dialect, English, Farsi/Persian, French, German, Hebrew, Iraqi dia- TextBase meets Translation Memory lect, Italian, Japanese, Korean, Pashto, Polish, Portuguese, Across Systems GmbH Multiple Platforms Windows Languages All Unicode languages Description MultiTrans Languages All Description Across Systems GmbH is a spin- is an innovative tool that combines MultiCorpora’s unique off of Nero AG with its world’s leading CD/DVD applica- TextBase TM technology with its best-in-class Terminology Stay current. Stay informed. tion. Across includes a TM and terminology system as well Management System. MultiTrans customers use their full- as powerful tools to support the project and workflow man- text repositories of previously translated documents to www.multilingual.com/news agement of translations. Product manager, translator and produce more accurate translations by eliminating ambigu- proofreader all work together within one system, either ity of terms through a context-based workflow that, unlike

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traditional sentence-based TM tools that recycle whole sen- technology companies do the same. Our customers include tences, matches text strings of any length. MultiCorpora lever- SAP, Sun and Symantec. Whether you’re an experienced ages the expertise of its impressive client base to the benefit of global player or just starting, Alpha has the solution for you. its worldwide user community. The majority of departments Alpha CRC Ltd. St. Andrew’s House, St. Andrew’s Road, Cambridge, within the Government of Canada, international organiza- CB4 1DL UK, 44-1223-431011, Fax: 44-1223-461274, E-mail: tions such as UNESCO, and enterprises such as Ford of [email protected], Web: www.alphacrc.com EuroGreek Translations Limited Canada, Sobeys, Kraft, HSBC, Pfizer, Procter & Gamble and Language Greek Description Established in 1986, EuroGreek other Fortune 500 companies trust MultiCorpora for their Translations Limited is Europe’s number one Greek local- multilingual asset management solutions. izer, specializing in technical and medical translations from MultiCorpora 102-490 St. Joseph Boulevard, Gatineau, Quebec, English into Greek and Greek into English. EuroGreek’s aim J8Y 3Y7 Canada, 819-778-7070, 877-725-7070, Fax: 819-778- is to provide high-quality, turnkey solutions, encompassing a 0801, E-mail: [email protected], Web: www.multicorpora.com whole range of client needs, from plain translation to desk- See ad on page 3 Beijing E-C Translation Ltd. top/web publishing to localization development and testing. Languages Asian Description Beijing E-C Translation Ltd., Over the years, EuroGreek’s services have been extended to OCALIZATION ERVICES one of the largest localization and translation companies in cover most subject areas, including German and French into L S China, focuses mainly on software and website localization; Greek localization services. All of EuroGreek’s work is pro- technical, financial, medical, patent and marketing transla- duced in-house by a team of 25 highly qualified specialists tions; and desktop publishing services. We use TRADOS, and is fully guaranteed for quality and on-time delivery. SDLX, CATALYST, TTT/PC, STAR Transit, Robohelp, Frame- EuroGreek Translations Limited London 27 Lascotts Road, London, N22 8JG UK Maker, PageMaker, InDesign, QuarkXPress, MS Office and Athens EuroGreek House, 93 Karagiorga Street, Athens 16675, other graphic and DTP tools. Having more than 150 full-time Greece, 30-210-9605-244, Fax: 30-210-9647-077, E-mail: production@ employees located in Beijing, Taipei, Singapore, Seoul, Shang- eurogreek.gr, Web: www.eurogreek.com See ad on page 55 ADAPT Localization Services hai, Hong Kong, Shenyang and Chengdu, we can handle Languages More than 50 Description ADAPT Localization English/German into and from Simplified Chinese/Tradi- Services offers the full range of services that enables clients tional Chinese/Japanese/Korean/Thai. We guarantee that cli- to be successful in international markets, from documen- ents’ projects will be handled not only by native speakers, but tation design through translation, linguistic and technical also by topic specialists. Clients can expect and will receive localization services, pre-press and publication management. high-quality services, on-time delivery and low cost. Serving both Fortune 500 and small companies, ADAPT Beijing E-C Translation Ltd. 2nd Floor, Hua Teng Development GrafiData, TMMIX has gained a reputation for quality, reliability, technological Building, No. 23, Xi Huan Bei Road, BDA, Beijing Economic- Description GrafiData brings decades of experience to local- Technological Development Zone, Beijing 100176, P.R. China, 86- competence and a commitment to customer service. Fields izing your documentation. We offer solutions for multilin- of specialization include diagnostic and medical devices, 10-67868761, Fax: 86-10-67868765, E-mail: service@e-cchina .com, Web: www.e-cchina.com See ad on page 31 gual publishing by efficiently applying various translation IT/telecom and web content. With offices in Bonn, Germany, packages, translation memories, automatic formatting and Stockholm, Sweden, and Barcelona, Spain, and a number of desktop publishing. GrafiData can also utilize IT solutions certified partner companies, ADAPT is well suited to help cli- that improve the process. ents achieve their goals in any market. Grafi Data Keulenstraat 16, 7418 ET Deventer, Overijssel, The Neth- ADAPT Localization Services Clemens-August-Strasse 16-18, 53115 erlands, 31-570-609797, Fax: 31-570-609850, E-mail: info@ Bonn, Germany, 49-228-98-22-60, Fax: 49-228-98-22-615, E-mail: grafi data.nl, Web: www.grafi data.nl See ad on page 13 [email protected], Web: www.adapt-localization.com See ad on page 18 Binari Sonori Description Binari Sonori is a leading provider of international media localization services since 1994, with a unique team of project managers, studios, engineers and selected linguists spread over 30 countries worldwide. Solid procedures and transparent relationships with clients guarantee high quality of text, audio and video, timeliness Alliance Localization China, Inc. (ALC) and flexibility. We are accustomed to working for global Languages Major Asian and European languages Description companies that need to reach a broad range of markets ALC offers document, website and software translation and with their media and entertainment products. Specialized localization, desktop publishing, and interpreter services. We support for any media localization activity, from effective audio localization to international content creation. Highly focus on English, German and other European languages to professionalized one-stop shop supporting today’s media and from Chinese, Japanese, Korean and other Asian languages. localization projects. We use TRADOS, CATALYST, SDLX, Transit and other CAT tools, as well as DTP tools including CorelDraw, FrameMaker, Binari Sonori srl Viale Fulvio Testi, 11, 20092 Cinisello Balsamo, Milano, Italy, 39-02-61866-310, Fax: 39-02-61866-313, E-mail: FreeHand, Illustrator, InDesign, PageMaker, Photoshop and [email protected], Web: www.binarisonori.com See ad QuarkXPress. Our customer-oriented approach is supported on page 23 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. Alliance Localization China, Inc. Suite 318, Building B, Number 10 Xing Huo Road, Fengtai Science Park, Beijing 100070, P.R. China, 86- 10-8368-2169, Fax: 86-10-8368-2884, E-mail: customer_care@ allocalization.com, Web: www.allocalization.com See ad on page 31 ES Localisation Services Ltd. Languages Turkish, Arabic, Greek and other regional languages Description Since 1994, ES has provided full-fledged localization services to industry leaders mainly in software localization, translation, DTP, engineering, QA and voice- over areas. ES has managed to increase its capacity, workload and number of customers every year, has a solid customer Alpha CRC — Translating Excellence base, and is proud of its successful past assignments. ES has Languages All Description You benefit from 20 years of production offices in Turkey and Egypt for Turkish and experience in software localization when choosing Alpha Arabic languages and currently has 49 permanent staff. The CRC. A private company, we pride ourselves on meeting the most important asset of ES is its human resources. ES is a re- individual needs of customers. Our in-house staff includes liable, experienced, value-added regional supplier for direct translators covering 17 languages plus experts in software clients and MLVs worldwide. engineering, DTP, QA and testing, voice recording and pro- ES Localisation Services Ltd. Cenap Sahabettin¸ Sk. No: 29, ject management. This means we always have people avail- Ko¸suyolu 34718 Istanbul, Turkey, 90-216-3268764, Fax: 90-216- able to discuss and deliver your requirements. When selecting 3254859, E-mail: [email protected], Web: www.estr.com See ad Alpha, you have the added confidence of knowing that top on page 39

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rigorous processes that were developed by the software localization industry during the last few decades, Loquant is able to prepare the most diverse products for the primary world markets. To do this, Loquant counts on the best project managers, native translators, engineers and desktop publishers to iDISC Information Technologies LinguaGraphics — Multilingual DTP; Web, guarantee a quality control recognized internationally by the Languages Spanish (all variants), Catalan, Basque, Galician Flash and Software Localization; Engineering main international standards organizations. Description iDISC, established in 1987, is a privately-held Loquant Localization Services Rua Luís Carlos Prestes, 410/114, Languages All, including Arabic, Bengali, Chinese, Farsi, translation company based in Barcelona that focuses on 22775-055, Rio de Janeiro, Brazil, 55-21-2104-9597, Fax: 55-21- Greek, Hindi, Hebrew, Japanese, Khmer, Korean, Lao, localization into all variants of Spanish (European, Latin 2104-9597, E-mail: [email protected], Web: www.loquant.com Punjabi, Russian, Thai, Turkish, Urdu and Vietnamese American, USA and Neutral) and the other languages Description LinguaGraphics is a leading provider in the spoken in Spain (Catalan, Basque and Galician). Services area of multilingual desktop publishing and web/software/ range from translation and localization to engineering, Flash localization engineering. Our seasoned DTP profes- testing, DTP and consulting. Specialization fields are soft- sionals and localization engineers are working with the lat- ware localization, technical and telecom documentation, est tools on top-of-the-line equipment to produce a wide ERP, automotive and related marketing material. We have range of projects in InDesign, FrameMaker, QuarkXPress, all commercially available tools and experience using many Photoshop and Flash. We specialize in typesetting high-end MO Group International different proprietary customer platforms and solutions; marketing and communications-type material in difficult Languages 40+ Description MO Group International, based internal workflow portal-based tools to reduce manage- and rare languages at very competitive rates. For a quote on in Brussels, Belgium, is a firm dedicated to supporting inter- ment costs and increase quality, consistency and on-time your next project, please visit us at www.linguagraphics.com. national business needs. We understand the multilingual deliveries; and continuous support to the client PMs and You have our word that we will never compromise on qual- requirements of achieving international success and pro- process optimization to achieve the best project results and ity and do the utmost to make your project a success. vide you with the tools and services to achieve your unique establish long-term honest partnerships. LinguaGraphics, Inc. 194 Park Place, Brooklyn, NY 11238, 718- business goals. In particular, we specialize in multilingual iDISC Information Technologies Passeig del progrés 96, 08640 623-3066, 718-789-2782, E-mail: [email protected], Web: search engine optimization (MSEO) and translation and Olesa de Montserrat, Barcelona, Spain, 34-93-778-73-00, Fax: 34- localization of software, technical documentation, websites 93-778-35-80, E-mail: [email protected], Web: www.idisc.es www.linguagraphics.com and games. We hire leading people from around the world to manage our diverse range of solutions and provide first- class customer service. MO Group International is the first multilingual SEO company to enter the localization industry and offer the combined benefits of SEO and localization to New markets for your products and solutions our diverse client base. MO Group International Gulledelle 94, 1200 Brussels, Belgium, 32- Janus Worldwide Inc. Local Concept 2-771-19-12, Fax: 32-2-772-20-97, E-mail: [email protected], Languages Russian, ex-USSR and Eastern European lan- Languages All Description Local Concept has been help- Web: www.mogi.eu.com guages Description Janus provides translation, localization, ing international companies fit in globally since 1985. The DTP and linguistic consulting for Russian, Ukrainian and success can be attributed to the company’s focus on process other European languages. Our deep expertise, flexibility, management, customer service, and a specifically tailored diversity and exceptional value of services are recognized by localization solution based upon what works for you. Local many industry-leading customers and partners worldwide. Concept has also developed a suite of tools such as an online Our uniqueness is a solid team of the best professionals in all glossary management tool, workflow, and a global content relevant areas — localization engineers, language specialists, management suite. You will also agree that our ads are just QA officers, DTP and software engineers, and more. We do like our service — unique and refreshing! Moravia Worldwide it end-to-end — from servers to handhelds, from ERP to Local Concept 1510 Front Street, 2nd Floor, San Diego, CA 92101, Languages All Description Moravia Worldwide is a leading automotive solutions and from interface specifications to 619-295-2682, Fax: 619-295-2984, E-mail: [email protected], Web: www.localconcept.com See ad on page 27 globalization solution provider, enabling companies in the legal notices. Janus is ISO 9001:2000 certified. Company information technology, e-learning, life sciences and finan- activities including translating, localizing, DTP and linguis- cial industries to enter global markets with high-quality mul- tic consulting were subjected to audit. tilingual products. Moravia’s solutions include localization Janus Worldwide Inc. Derbenevskaya nab., 11B, Ofﬁ ce 113, Moscow and product testing services, internationalization, multilin- 115114, Russia, 7-495-913-66-53, Fax: 7-495-913-66-53, E-mail: management@janus.ru, Web: www.janus.ru See ad on page 10 gual publishing and technical translation. Hewlett-Packard, IBM, Microsoft, Oracle, Sun Microsystems and Symantec are among some of the companies that depend on Moravia Logrus International Corporation Worldwide for accurate, on-time localization. Moravia Languages EE, EA, ME, WE, rare languages Description Worldwide maintains global headquarters in the Czech Logrus offers a full set of localization and translation ser- Republic and North American headquarters in California, vices for various industries, including top-notch software with local offices and production centers in Ireland, China, engineering and testing and DTP for all languages, including Japan and throughout Europe. To learn more, please visit Lingo Systems, Translation & Localization bidirectional and double-byte ones. The company is proud www.moraviaworldwide.com Languages 170+ Description Lingo Systems, powered by of its unique problem-solving skills and minimal support Moravia Worldwide Language Line Services, provides customer-focused sole- requirements. The company offers all European and Asian USA 199 East Thousand Oaks Boulevard, Thousand Oaks, CA 91360, source solutions for global companies in 170+ languages. languages as well as many rare languages through its offices 805-557-1700, 800-276-1664, Fax: 805-557-1702, E-mail: info@ We specialize in the translation and localization of technical and established long-term partners. With its production site moraviaworldwide.com, Web: www.moraviaworldwide.com documentation, software, multimedia applications, train- in Moscow, Russia, Logrus provides a winning combination Asia 86-25-8473-2772, E-mail: [email protected] ing materials, e-learning solutions and online applications. of quality, experience and affordability. With over 14 years Europe 420-545-552-222, E-mail: [email protected] in business, the company has received multiple awards for Ireland 353-1-216-4102, E-mail: [email protected] Other globalization services include quality assurance testing Japan 81-3-3354-3320, E-mail: [email protected] (hardware and software), integration of content manage- excellence from its long-time customers, including IBM, See ad on page 38 ment solutions, interpretation (170+ languages), cultural Microsoft, Novell, Oracle and others. training and assessment, and internationalization consulting. Logrus International Corporation Suite 305, 2600 Philmont Ave- Lingo Systems has never caused a late release. No other firm nue, Huntingdon Valley, PA 19006, 215-947-4773, Fax: 215-947-4773, makes this claim. For a free copy of our award-winning book, E-mail: [email protected], Web: www.logrus.ru The Guide to Translation and Localization — Communicating with the Global Marketplace, visit www.lingosys.com or call 800-878-8523. Lingo Systems 15115 SW Sequoia Parkway, Suite 200, Portland, OR PTIGlobal 97224, 503-419-4856, 800-878-8523, Fax: 503-419-4873, E-mail: Languages All commercial languages for Europe, Asia and [email protected], Web: www.lingosys.com See ad on page 11 Loquant Localization Services the Americas Description PTIGlobal is committed to de- Languages English, Brazilian Portuguese Description Loquant veloping ongoing, long-term partnerships with its clients. Participate in discussions bases its operations on the experience of its founders and This means a dedication to personal service, responsiveness, about the industry at collaborators, professionals who closely follow the ongoing high-quality output, and sensitivity to clients’ cost goals and www.multilingualblog.com evolution of technology and the latest processes in interna- timelines. Backed by over 30 years of experience in techni- tionalization and localization of information. Adhering to cal translation, PTIGlobal provides turnkey localization

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services in 30 languages simultaneously for software, web such as automotive, IT, telecommunications, life sciences, applications, embedded devices, wireless applications and e-learning, computer software/gaming, semiconductors and gaming technology. Projects employ our expertise in end- consumer products. to-end project management; internationalization consulta- TOIN Corporation tion; glossary development; native language translation; Japan Shiba 1-chome Building, 1-12-7 Shiba, Minato-ku, Tokyo multilingual web content management; translation memory 105-0014 Japan, 81-3-3455-8764, Fax: 81-3-3455-6514, E-mail: [email protected], Web: www.to-in.co.jp maintenance; localization engineering; linguistic and func- WORDSTATION GmbH North America Minneapolis, MN, 612-926-0201, E-mail: aki-ito@ Languages British and US English, German, French tionality testing; desktop publishing, complete multilingual to-in.co.jp, Web: www.to-in.com video and audio services, as well as onsite managed services. Europe London, UK, 44-20-8644-8685, E-mail: michael-stephenson (other European languages are available upon request) PTIGlobal 4915 SW Grifﬁ th Drive, Suite 200, Beaverton, OR 97005, @to-in.co.jp, Web: www.to-in.com Description Since its founding in 1991, WORDSTATION 503-297-2165, 888-357-3125, Fax: 503-297-0655, E-mail: info@ China Shanghai, 86-21-3222-0012, E-mail: [email protected], has become a superior quality provider of localization ptiglobal.com, Web: www.ptiglobal.com See ad on page 19 Web: www.to-in.com See ad on page 31 services, including terminology work, software and documentation translation, electronic publishing and film production — starting from the bytes of the software down to the final details of the documentation. We also conduct prototype translations to ensure translatability of software and documentation. WORDSTATION is large enough to ensure security and continuity, yet small enough to pro- Ushuaia Solutions vide numerous advantages: no administrative overhead, SAM Engineering GmbH Languages Spanish (all varieties), Portuguese (Brazil) Des- short communication channels, fast and efficient feed- Languages All Description Global challenges require flex- cription Ushuaia Solutions is a fast-growing Latin American back, short production cycles, high motivation and excel- ible and experienced service providers. Take advantage of company providing solutions for translation, localization lent team spirit. Updates and follow-up versions are done our experience and know-how and make your product a and globalization needs. Ushuaia Solutions is focused on by the same specialists. worldwide success. Products and services can only be mar- being creative and proactive to meet tight time frames with a WORDSTATION GmbH Max-Planck-Strasse 6, D-63128 Dietzen- keted successfully if they have been localized to the local and high-quality level and a cost-effective budget. Customizing its bach, Germany, 49-6074-91442-0, Fax: 49-6074-91442-29, E-mail: cultural conditions of the target country. Our team of expe- processes, Ushuaia assures project consistency and technical [email protected], Web: www.wordstation.com rienced project managers coordinates translators, software and linguistic accuracy, thus reducing clients’ time-to-market. specialists and DTP experts, ensuring that the individual Ushuaia combines state-of-the-art technology with top-notch localization processes are performed professionally for our experienced native translators, editors and software engineers. LOCALIZATION TOOLS clients. Using tried-and-tested project management methods Our mission is to work together with our clients, thereby cre- and the latest TM technology, our team ensures that dead- ating a flexible, reliable and open relationship for success. lines are met and budgets adhered to, while also providing Ushuaia Solutions Rioja 919, S2000AYK Rosario, Argentina, 54- the highest standards of quality. 341-4493064, Fax: 54-341-4492542, E-mail: info@ushuaia SAM Engineering GmbH Kirchstrasse 1, D-64367 Muehltal, Germany, solutions.com, Web: www.ushuaiasolutions.com See ad on page 30 49-6151-9121-0, Fax: 49-6151-9121-18, E-mail: sam@sam- engineering.de, Web: www.sam-engineering.de See ad on page 55 Alchemy Software Development Ltd. Multiple Platforms Languages All Description Alchemy Software Development is the market leader in localization technology. With over 8,000 licenses worldwide, Alchemy CATALYST is the domi- VistaTEC nant choice among professional development companies, Languages All Description VistaTEC is a leading provider localization service providers and global technology lead- of globalization services and specializes in the localization ers that need to accelerate entry into international mar- Tek Translation International and testing of enterprise, mobile and desktop applications. kets. Alchemy CATALYST 7.0 boosts localization velocity, Languages All Description Tek creates business value VistaTEC provides translation, technical consulting, engi- improves quality and reduces localization cost. Supporting through process optimization and customized solutions neering and testing during the design, development and all Microsoft platforms and development languages (VB, that meet the language needs of life sciences, IT and marketing cycles of software products. VistaTEC has head- .NET, C++, C#), Borland C++Builder and Delphi, XML/ industrial manufacturing companies launching prod- quarters in Dublin, Ireland, and satellite offices in the United XLIFF and databases (Oracle, MS-SQL), it is an indis- ucts globally. Delivering services and solutions through States. Additional information on VistaTEC is available at pensable solution for software localization, helping clients its web-based, on-demand Tek OneWorld Platform, Tek www.vistatec.ie achieve near-simultaneous release of their translated appli- provides customers with the language management, VistaTEC cations. Corel Corporation holds a 20% equity stake in business intelligence, open connectivity and worldwide Europe VistaTEC House, 700 South Circular Road, Kilmainham, Alchemy Software Development. collaboration necessary to drive globalization strategies Dublin 8, Ireland, 353-1-416-8000, Fax: 353-1-416-8099, E-mail: Alchemy Software Development Ltd. Block 2, Harcourt Business leveraging maximum benefit from their multilingual [email protected], Web: www.vistatec.ie Centre, Harcourt Street, Dublin 2, Ireland, 353-1-708-2800, assets and localization technology investments. From USA East 2706 Loma Street, Silver Spring, MD 20902, 301-649-3012, Fax: 353-1-708-2801, E-mail: [email protected], Web: industry experts in every time zone to ISO quality stan- Fax: 301-649-3032, E-mail: [email protected] www.alchemysoftware.ie See ad on page 2 dards covering 75 languages and on-demand language USA West 131 Shady Lane, Monterey, CA 93940, 831-655-1717, Fax: 831-372-5838, E-mail: [email protected] See ad on page 43 technologies, Tek’s OneWorld Globalization Solution enables higher ROI when localizing products for sale to global markets. Tek Translation International C/ Ochandiano 18, 28023 Madrid, Spain, 34-91-414-1111, Fax: 34-91-414-4444, E-mail: sales@ tektrans.com, Web: www.tektrans.com Visual Localize Windows 98, NT, 2000, XP WhP Languages All, including Eastern European, Asian and Languages All European and major Middle Eastern and bidirectional languages using Unicode support Description Asian languages, including local variants Description WhP, Visual Localize is a leading application that fully supports a major supplier for the industry-leading corporations, the software localization process of Microsoft Windows localizes software, documentation and web content. WhP applications (including .NET applications), databases and has been benchmarked “Best Localization Vendor” by XML files. It dramatically reduces cost, effort and complex- TOIN Corporation Compaq. Clients specifically appreciate WhP’s dedication ity of software localization. With its MS Explorer “look and Languages Japanese, Traditional and Simplified Chinese, to high quality and strict respect of deadlines and, conse- feel,” it is user friendly and intuitive to use. After a very short Korean, Malay, Thai, Vietnamese and European languages quently, entrust WhP with their most sensitive projects. introduction time, you will be able to handle all kinds of Description TOIN is a solidly established Asian MLV with WhP also helps many fast-growing companies to get their localization projects. Visual Localize remembers all previous more than 45 years’ experience. Our services encompass first localization projects smoothly off the ground. WhP’s translations and thus maximizes re-use. With Visual Localize, translation, localization engineering, DTP, MT post-editing, flexible and open workflow technology adapts to any pro- no programming skills are required for localization. This workflow/process consulting and project management. duction process. WhP’s high standards satisfy the most makes it applicable for everyone. A free evaluation copy is TOIN offers global reach and exceptional strength in Asia, demanding globalization requirements. available at www.visloc.com with headquarters in Tokyo and additional operations in WhP Espace Beethoven BP102, F06902 Sophia Antipolis Cedex, AIT — Applied Information Technologies AG Leitzstrasse 45, the United States, Europe, China and Korea. The company France, 33-493-00-40-30, Fax: 33-493-00-40-34, E-mail: info@ D-70469 Stuttgart, Germany, 49-711-49066-431, Fax: 49-711- has been helping Global 1000 companies in industries whp.fr, Web: www.whp.net, www.whp.fr 49066-440, E-mail: [email protected], Web: www.visloc.com

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and MT in media monitoring of broadcast and telephony and printing. Our team of more than 1,000 professional speech, as well as handheld and wearable speech-to-speech translators, proofreaders, terminology specialists, graphic translation devices. designers, IT engineers and, last but not least, experienced AppTek 6867 Elm Street, Suite 300, McLean, VA 22101, 703-394-2317, project managers is our most significant asset. Fax: 703-821-5001, E-mail: [email protected], Web: www.apptek.com ACP Traductera Na Vysluni 201/13, Prague 10, Czech Republic, 420-384-361-300, Fax: 420-384-361-303, E-mail: info@traductera Software Localization Solutions by Schaudin.com .com, Web: www.traductera.com See ad on page 48 Windows Languages All languages supported by Microsoft Descrip- ROKERS tion Make your software multilingual with the extensive TM B functionality, convenient quality control features and advanced translation support found in Schaudin.com’s RC-WinTrans software localizer, used by successful businesses worldwide since 1993. This tool makes it possible to quickly and easily translate software GUI elements (for soft- CETRA, Inc., Language Solutions ware created with Windows Win32, Microsoft .NET, and Languages All Description CETRA gives you peace of mind Java software development platforms), while ensuring that because it delivers high-quality, on-time, cross-cultural com- the software continues to run properly in other languages. The Translation Memory Brokers Languages All Description Central to most translation pro- munications and professional, friendly, responsive service. RC-WinTrans can be used by all the members of your team, CETRA follows the ASTM Quality Assurance in Translation even those with little knowledge of software localization, cesses today is the database that contains previously translated data: the translation memory (TM). The consistently and Language Interpretation Services standard guides. As and provides them with everything needed to manage, ex- a member of the US delegation to ISO, CETRA is actively change, translate and check software data. growing size of the TM represents an ever-increasing value to you as its owner. By the same token, it becomes increas- involved in developing an international translation qual- Schaudin.com Software Localization Solutions ity standard. CETRA is involved in the language industry ingly attractive to TM buyers from the same industry to Europe Ritterseestrasse 29, 64846 Gross-Zimmern, Germany, 49- at the highest level, with the company president serving in 6071-951706, Fax: 49-6071-951707 either jump-start a TM or complement it with proven, leadership positions at the American Translators Association, USA 6900 California Avenue SW, #503, Seattle, WA 98136, 206- industry-specific translations. Through TM Marketplace, American Foundation for Translation and Interpretation, 935-5070, Fax: 206-935-5075, E-mail: [email protected], Web: this asset can now provide an immediate return on invest- and Fédération Internationale des Traducteurs. www.schaudin.com ment through licensing to other parties. As TM brokers, CETRA, Inc. 7804 Montgomery Ave., Suites 8-10, Elkins Park, PA TM Marketplace connects corporate owners of translation 19027, 215-635-7090, 888-281-9673, Fax: 215-635-6610, E-mail: assets with parties who want to license and benefit from [email protected], Web: www.cetra.com PROJECT MANAGEMENT TOOLS those linguistic resources. TM Marketplace LLC 319 North 1st Avenue, Sandpoint, ID 83864, 208-265-9465, Fax: 208-263-6310, E-mail: info@tmmarketplace .com, Web: www.tmmarketplace.com

RAINING EMINARS CTS LanguageLink T & S Languages All Description CTS LanguageLink is a leading, Projetex: Project Management Software full-service multilingual communication firm with over 17 for Translation Agencies The Localization Institute years of industry experience. With our comprehensive in- Windows Languages All Description The Localization Institute pro- house resources, we provide trusted multilingual solutions Language English Description Projetex 2006 is time-tested, vides training, seminars and conferences for the global for both private and public sector clients alike. Our services multi-user project management software for translation localization community. Best known for its four annual include translation, interpretation, desktop publishing, mul- agencies. It is effectively used by managing directors, pro- localization roundtables, the Institute’s events train local- timedia and web localization services. Our vision is to be ject managers, accountants, in-house translators, human ization professionals and promote the sharing of experience your most trusted provider of multilingual communication resources managers and sales managers in 150+ small and and information. Seminars include “Multilingual Websites,” services. As you further develop your own global business medium-sized translation agencies around the world. Cur- “Writing and Designing for an International Audience,” strategy, we encourage you to consider CTS LanguageLink as rent deployments range from 2 to 100 workstations, with “Localization Project Management,” “Advanced Localiza- your partner. After all, “we speak your customer’s language.” tested capacities of up to 500. Does not require additional tion Project Management,” “Designing International Web Please contact us directly or visit our website for more infor- components. Includes built-in AnyCount (word and char- and User Interfaces,” “Writing Software for Win32API,” mation: www.ctslanguagelink.com acter count software) and CATCount (computer-assisted “Introduction to Localization,” “Tools and Technologies CTS LanguageLink 911 Main Street, Suite 10, Vancouver, WA 98660, translation tool for easy word count). Reasonable pricing, for Localization/Internationalization,” “QA of Global Prod- 360-693-7100, 800-208-2620, Fax: 360-693-9292, E-mail: sales@ fast implementation time and free technical support. ucts,” “Implementing a Translation Memory Process” and ctslanguagelink.com, Web: www.ctslanguagelink.com Advanced International Translations, Ltd. Suite 1, Tolstogo 15 Street, “Introduction to Unicode.” See our website for details. Most 01033 Kyiv, Ukraine, 380-44-288-11-45, Fax: 380-44-288-11-52, seminars are available in-house. E-mail: [email protected], Web: www.projetex.com The Localization Institute 7601 Ganser Way, Madison, WI 53719, 608-826-5001, Fax: 608-826-5004, E-mail: info@localization institute.com, Web: www.localizationinstitute.com See ad on page 7 SPEECH TECHNOLOGIES Eriksen Translations Inc. TRANSLATION SERVICES Languages All Description Eriksen Translations Inc. is a leading provider of multilingual services, including translation, interpreting, typesetting, project management, web localization and cultural consulting. For over 20 years, Eriksen has helped a broad range of organizations in both the public and private sectors excel across print, desktop and web environments in the domestic global marketplace. With a world- AppTek ACP Traductera wide network of over 5,000 linguists, a commitment to leading Languages Arabic, Bahasa, Dari, Dutch, Egyptian dialect, Languages From all the world languages to languages of technologies, and an in-house staff dedicated to tailoring our English, Farsi/Persian, French, German, Hebrew, Iraqi dia- Central and Eastern Europe Description ACP Traductera proven project management process to the individual needs lect, Italian, Japanese, Korean, Pashto, Polish, Portuguese, is a translation agency based in the Czech Republic. Our of each client, Eriksen is your globalization partner. Russian, Simplified Chinese, Spanish, Tagalog, Traditional local experience in Central Europe and our strong focus Eriksen Translations Inc. 32 Court Street, 20th Floor, Brooklyn, NY Chinese, Turkish, Ukrainian, Urdu Description AppTek is on appropriate language use make us the reliable partner 11201, 718-802-9010, Fax: 718-802-0041, E-mail: [email protected], a developer of human language technology products with for providing high-quality translations into Bulgarian, Web: www.eriksen.com a complete suite for text and speech (voice) processing Czech, Estonian, Hungarian, Latvian, Lithuanian, Polish, and recognition. AppTek’s product offerings include hy- Romanian, Russian, Slovak, Slovenian and Ukrainian. brid (rule-based + statistical) machine translation (MT) Document translation service, translation, proofreading, and automatic speech recognition (ASR) for a growing review, independent specialist review, legal certification of Is your company missing list of more than 23 languages; multilingual information translated documents, website and software localization, retrieval with query and topic search capabilities; name- localization engineering, testing, documentation localiz- from this Buyer’s Guide? finding applications; and integrated suites providing ASR ation, graphic design, DTP operations and pre-press review

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experience with CAT tools (TRADOS, SDLX) allow us to provide a premium quality service in accordance with the provisions of ISO 9001:2000 standard to which we were certified in May 2005. Lido-Lang Technical Translations ul. Walerego Slawka 3, 30-653 Krakow, Poland, 48-12-2546-123, Fax: 48-12-2546-122, E-mail: EuroGreek Translations Limited Hermes Traducciones y ofﬁ [email protected], Web: www.lidolang.com Language Greek Description Established in 1986, EuroGreek Servicios Lingüísticos, S.L. Translations Limited is Europe’s number one Greek pro- Languages Spanish, Portuguese (Continental and Brazilian), duction house, specializing in technical and medical English, French, Italian, German and other languages on de- translations from English into Greek and from Greek into mand Description Established in 1991, Hermes Traducciones English. EuroGreek’s aim is to provide high-quality, turnkey is a leading Spanish translation company, specializing in soft- solutions, encompassing a whole range of client needs, from ware and hardware localization and also undertaking a broad plain translation to desktop/web publishing to localiza- range of other translation projects. Comprehensive in-house LinguaLinx Language Solutions, Inc. tion development and testing. Over the years, EuroGreek’s translation teams include translators, reviewers and linguists Languages All Description LinguaLinx is a full-service trans- services have been extended to cover most subject areas, with an expertise in Spanish and Portuguese, a knowledge of lation and localization agency specializing in the adaptation including German and French into Greek translation ser- CAT tools, and a commitment to deliver cost-efficient, reliable of marketing and communications materials into most of the vices. All of EuroGreek’s work is proofread by a second and high-quality services to customers. Hermes Traducciones world’s languages. Our enterprise language solutions range in-house specialist and is fully guaranteed for quality and is a member of the International Committee for the creation from glossary development and maintenance to translation on-time delivery. of the European Quality Standard for Translation Services. memory deployment and global content management. In EuroGreek Translations Limited Hermes Traducciones also organizes university courses on today’s highly competitive global environment, it is becoming London 27 Lascotts Road, London, N22 8JG UK localization and translation. increasingly difficult to differentiate one translation agency Athens EuroGreek House, 93 Karagiorga Street, Athens 16675, Hermes Traducciones y Servicios Lingüísticos, S.L. C/ Cólquide, from another. We stand apart by taking the most proactive Greece, 30-210-9605-244, Fax: 30-210-9647-077, E-mail: production 6 - planta 2 - 3.oI, Ediﬁ cio “Prisma”, 28230 Las Rozas, Madrid, approach to quality in the industry, utilizing stringent project @eurogreek.gr, Web: www.eurogreek.com See ad on page 55 Spain, 34-916-407640, Fax: 34-916-378023, E-mail: hermestr@ management procedures, offering one of the most aggressive hermestrans.com, Web: www.hermestrans.com See ad on page 54 rate structures available and applying a sincere dedication to providing the best possible service. LinguaLinx Language Solutions, Inc. The LinguaLinx Building, 122 Remsen Street, Cohoes, NY 12047, 518-388-9000, Fax: 518-388- 0066, E-mail: [email protected], Web: www.lingualinx.com

Follow-Up Translation Services KERN Global Language Services Languages English, Brazilian Portuguese Description Our company was founded in 1989, with the purpose of offer- Your language partner Languages All Description KERN Global Language Services ing pure translation work (in technical and scientific areas). is a leading provider in the area of global communication Along the way, we have developed several other skills in the Medical Translations Only with over 35 offices worldwide. With more than 30 years translation world, which involve specialized knowledge of Languages All European languages and Japanese Description of experience, our services include translation and inter- IT resources and localization tools. We also master patent MediLingua is one of the few medical translation specialists preting in all languages; software, multimedia and website translations in fields such as biochemistry, mechanics, medi- in Europe. We only do medical. We provide all European localization; terminology management; multilingual desk- cine, pharmaceutics, oil and gas, and telecommunications. languages (36 today and counting) and Japanese as well as top publishing; and individual and corporate language Today, we are capable of taking on virtually any translation/ translation-related services to manufacturers of devices, training in all major languages. KERN has established itself instruments, in vitro diagnostics and software; pharma- localization project from English into Brazilian Portuguese, as a preferred insourcing and outsourcing solution provider and we treat each and every customer with the maximum ceutical and biotechnology companies; medical publish- for language services. We serve clients in all industry sec- ers; national and international medical organizations; and care and attention. Our clients’ trust is our greatest asset and tors, including the automotive, medical, pharmaceutical, our greatest pride! other customers in the medical sector. Projects include the chemical, IT and financial services industries. To learn more translation of documentation for medical devices, surgi- Follow-Up Rua Visconde de Pirajá, 351, Sala 815, Rio de Janeiro, about us, please visit www.e-kern.com RJ 22410-003 Brazil, 55-21-3553-7223, Fax: 55-21-3553-7223, cal instruments, hospital equipment and medical soft- KERN Global Language Services E-mail: [email protected], Web: www.follow-up.com.br ware; medical information for patients, medical students USA 230 Park Avenue, Suite 1517, New York, NY 10169, 212-953- and physicians; scientific articles; press releases; product 2070, Fax: 212-953-2073, E-mail: [email protected] Europe Kurfuerstenstrasse 1, 60486 Frankfurt/Main, Germany, 49- launches; clinical trial documentation; medical news; and 69-7560730, Fax: 49-69-751353, E-mail: [email protected] articles from medical journals. China Right Emperor Commercial Building, Unit B, 11/F, 122-126 MediLingua Medical Translations BV Poortgebouw, Rijnsburger- Wellington Street, Central, Hong Kong, SAR China, 852-2850-4455, weg 10, 2333 AA Leiden, The Netherlands, 31-71-5680862, Fax: 31- Fax: 852-2850-4466, E-mail: [email protected], Web: www.e-kern.com 71-5234660, E-mail: [email protected], Web: www .medilingua.com See ad on page 55 ForeignExchange Translations Languages 42 languages and growing Description Foreign- Exchange is the global leader in providing translation services to life sciences companies. We work with many of the biggest pharmaceutical companies, medical-device man- the medical information company ufacturers, biotech companies and CROs. Our proprietary Multilingual Compliance Process combines expert linguists, Lido-Lang Technical Translations mt-g — the medical information company Languages All Description Established in Poland in 1991, best-of-breed technology and measurable translation qual- Languages All Description mt-g is the leading provider Lido-Lang has expertise in technical translations into Central ity in a process that is both robust and completely scalable, of translations and global information services dedicated and Eastern European languages. We also possess in-depth ensuring your projects are finished on time and within bud- to the medical science. We specialize primarily in medical experience in the following fields: economics, law, medicine get. For more information on how we can help meet your technology and diagnostics, regulatory affairs, dental medi- and IT, providing translations in nearly all European and translation requirements or for a quote on your next transla- cine and other specialist medical fields. We offer a range Asian language combinations. Our global network of more tion project, please contact us directly or visit our website at of professional services covering translation, information than 1,000 approved and highly qualified translators, our www.fxtrans.com production, global information management and XML comprehensive project management processes that cover ForeignExchange Translations 411 Waverley Oaks Road, Suite 315, documentation applications. At its head office in Ulm and translations, proofreading, editing and desktop publishing Waltham, MA 02452, 866-398-7267, 781-893-0013, Fax: 781- its branch in Munich, 36 salaried staff deliver solutions for 893-0012, E-mail: [email protected], Web: www.fxtrans.com (QuarkXPress, InDesign, PageMaker, FrameMaker), and our information processes in medical science. More than 680 medical and pharmaceutical experts in over 100 countries are engaged in translating, producing, managing and docu- You may add a Buyer’s Guide listing menting medical information. mt-g medical translation GmbH & Co. KG Eberhard-Finckh- Strasse 55, 89075 Ulm, Germany, 49-731-17-63-97-0, Fax: 49-731- at www.multilingual.com/bgForm 17-63-97-50, E-mail: [email protected], Web: www.mt-g.com See ad on page 36

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automotive, refrigeration and other technology sectors. We includes project managers, senior linguists, desktop publish- work with multilanguage vendors and directly with docu- ers, software engineers and graphic designers, who prove mentation departments of large multinational customers. to be fundamental in SpanSource’s centralized, customer- Our in-house team (12 full-time specialists) is comprised of centric approach. experienced linguists with medical, engineering and IT back- SpanSource SRL Santa Fe 1264, 1B Rosario, S2000ATR Argentina, grounds. We guarantee a high standard of quality while main- 54-341-527-5233, Fax: 54-341-527-0035, E-mail: info@span Neotech source.com, Web: www.spansource.com Languages From major European languages into Russian, taining flexibility, unparalleled responsiveness and reliability. Ryszard Jarza Translations ul. Barlickiego 23/22, 50-324 Wroclaw, Ukrainian, Kazakh and Azeri Description Neotech is the Poland, 48-601-728018, Fax: 48-71-3414441, E-mail: info@jarza largest translation company in Russia and CIS countries, .com.pl, Web: www.jarza.com.pl See ad on page 55 offering a full range of linguistic services to global corporations. Neotech is the first translation company on the Russian market that has certified its quality management system to international ISO 9001:2000 standards. Neotech’s key areas of expertise are in the oil and gas industries, auto manufac- Syntes Language Group, Inc. turing, information technologies and telecommunications. Languages All Description Syntes Language Group is a The business techniques introduced and applied by the com- leading quality provider of customized language solu- pany currently serve as the best practice within the transla- Localization and Globalization Partner tions to business, government and professional clients. We Languages 50, including English, Chinese, Japanese, Korean tion industry. Neotech is leading the drive to continuously deliver a full line of services in translation, interpreting and Description Saltlux was founded in 1979 as the first local- develop translation market standards and to implement new conference coordination; product, software and website ization and globalization service provider in Korea. With levels of business and interpersonal communications into the localization; desktop publishing; multimedia production over 30 years of accumulated experience and know-how, translation industry within Russia and abroad. and voiceovers; and consultation in both project-specific Saltlux is an ideal and esteemed global technical commu- Neotech 23/1 Matrosskaya Tishina, Moscow, Russia, 7-495-787- and long-term planning for the incorporation of foreign nications partner. We specialize in multilingual translation 3331, Fax: 7-495-787-1189, E-mail: [email protected], Web: www language elements into your business. For 19 years, we’ve .neotech.ru and DTP, technical writing service, software localization, offered proven expertise in all major fields of industry, web globalization and so on. We provide our clients with delivered by accomplished, experienced professionals. All a one-stop production line, starting with the authoring of of this means that you get the ultimate in customer care documents, and going on to localizing, designing, editing and the best value for your project dollars. and digital publishing. With this business direction, we are Syntes Language Group, Inc. 7465 East Peakview Avenue, Centennial, striving to grow into and excel as a leader based on IT so- CO 80111, 888-779-1288, 303-779-1288, Fax: 303-779-1232, lutions such as CAT and Workflow in the global technical E-mail: [email protected], Web: www.syntes.com One Planet communications market. Languages All Description What makes One Planet differ- Saltlux Inc. Deok-il Bldg., 967 Daechi-dong, Gangnam-gu, Seoul ent? A deep understanding of corporate culture. Our clients 135-848, Korea, 822-3402-0081, Fax: 822-3402-0082, E-mail: [email protected], Web: www.saltlux.com require accuracy, measurable productivity and excellence in communication. How can one firm specialize in areas such as high technology, medical products and technical manufacturing? By blazing the path in translation since 1979, we utilize knowledgeable translators in the United States, Europe TripleInk Multilingual Communications and Asia in every field and every specialty. Services include Languages All major commercial languages Description As technical translation, software localization and multilingual a multilingual communications agency, TripleInk has pro- website development. Our customers from Ametek to Unisys Skrivanek s.r.o. vided industrial and consumer products companies with like the fact that we function as an extension of their teams. Languages All, with a focus on Central and Eastern Europe precise translation and multilingual production services for One Planet 820 Evergreen Avenue, Pittsburgh, PA 15209, 888-677- Description Skrivanek is a world leader in providing a wide audio-visual, online and print media since 1991. Our expe- 1010, Fax: 412-632-1071, E-mail: [email protected], Web: www range of language services, specifically translations span- rience in adapting technical documentation and marketing .one-planet.net ning a multitude of languages and the effective localization communication materials covers a wide range of industries, of products on international markets. Established in 1994, including biomedical and health care; building and con- Skrivanek has managed to dominate the European transla- struction; financial services; food and agriculture; high- tion market, creating a network of 53 branches covering 14 tech and manufacturing; and hospitality and leisure, as well countries. Its well-stocked staff of professional translators, as government and nonprofit organizations. Using a total experienced project managers and dedicated software engi- quality management process and state-of-the-art software neers and DTP specialists has enabled Skrivanek to provide and equipment, our team of foreign language professionals Rheinschrift GbR outstanding quality translation and localization services in delivers the highest quality translations in a cost-effective Language German to/from major European languages any conceivable language and volume, creating an enviable and time-efficient manner. Description Professional globalization requires experience. clientele representing major leading corporations in various TripleInk 60 South 6th Street, Suite 2600, Minneapolis, MN 55402, Over the past two decades, we have developed into a top industries. Skrivanek’s quality of service is backed by EN ISO 612-342-9800, 800-632-1388, Fax: 612-342-9745, E-mail: info@ international company specializing in the precise tuning of 9001:2001 certification. tripleink.com, Web: www.tripleink.com your documentation and texts to the standards and mentali- Skrivanek s.r.o. International Project Management Centre, Na ties of the German-speaking world. Our strength lies in our Dolinách 22, CZ 147 00 Prague 4, 420-233-320-560, Fax: 420-241- work for well-known software and hardware manufacturers. 090-946, E-mail: [email protected], Web: www.skrivanek.com RANSLATION OOLS Furthermore, we also offer traditional translation services for T T the business, technology, legal and medical sectors. Our team of competent employees provides the very best quality within Heartsome Translation Studio the respectively agreed time frame, even if matters are a little Multiple Platforms more urgent. Languages All Description Heartsome is a new generation Rheinschrift Übersetzungen Best & Steigerwald GbR Rolshover language technology and service company with a product Strasse 99, 51105 Cologne, Germany, 49-221-80-19-28-0, Fax: 49- strategy that is founded on our four cornerstones of efficacy: 221-80-19-28-50, E-mail: [email protected], Web: www SpanSource genuine compliance with all open standards; completely .rheinschrift.de See ad on page 55 Languages Focus on Spanish and Portuguese, other language cross platform; user-driven innovation; and no-frill mini- combinations through partners Description SpanSource malist approach towards product embodiment design and provides translation, localization and related services from packaging. Heartsome CAT tools went through a complete Western European languages into all regional varieties of overhaul to bring the deployment of language technology Spanish as well as other language combinations through open standards to a level far beyond those of similar prod- our network of select SLV partners. Our domain focus is on ucts in the marketplace. The all new Heartsome Translation software and hardware, heavy machinery and automotive, Studio (previously known as Heartsome XLIFF Translation legal and financial, medical and life sciences, oil and gas, Editor) will provide a whole new experience in computer- Translation and localization into Polish corporate training and educational materials. Our com- aided translation. Language Polish Description Ryszard Jarza Translations prehensive service portfolio includes unparalleled desk- Heartsome Holdings Pte Ltd 190 Middle Road, #19-05 Fortune Centre, is an established provider of specialized Polish translation, top publishing and multimedia localization engineering Singapore 188979, 65-68261179, Fax: 65-67220655, E-mail: info@ localization and DTP services, primarily for life sciences, IT, support for e-learning materials. Our in-house staff of 35 heartsome.net, Web: www.heartsome.net See ad on page 51

64 | MultiLingual March 2009 [email protected]

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TextBase meets Translation Memory Multiple Platforms Solutions for Translation, Terminology, Plunet BusinessManager Languages All Unicode languages Description MultiTrans Full-text and Bitext Management Multiple Platforms is an innovative tool that combines MultiCorpora’s unique Windows and Web Languages All Description Plunet BusinessManager is the TextBase TM technology with its best-in-class Terminology Languages Windows: All Roman alphabet; LogiTermWeb- complete management solution for the translation and Management System. MultiTrans customers use their full- Plus: Unicode Description A single software package to documentation industry. On a web-based platform, the sys- text repositories of previously translated documents to pro- manage your terminology and databanks. Efficient and tem includes business management as well as process and duce more accurate translations by eliminating ambiguity of effective consultation of terms and texts. The most robust document management and integrates translation software, terms through a context-based workflow that, unlike tradi- alignment tool on the market. More consistent use of ter- financial accounting systems and existing software environ- tional sentence-based TM tools that recycle whole sentences, minology and phraseology in-house and by freelancers. ments for LSPs, translation and documentation departments, organizations, institutions and government agencies. matches text strings of any length. MultiCorpora leverages Internal and external repetition detection and pretransla- Plunet BusinessManager impresses with its significant time the expertise of its impressive client base to the benefit of its tion. The web version allows access to your terminology, and money savings, unrivalled high adaptability to individ- worldwide user community. The majority of departments bitexts and documents by translators, writers and subcon- ual workflows, optimal quality control and effective project, within the Government of Canada, international organi- tractors from anywhere in the world. time and contact management. Functions include quotation zations such as UNESCO, and enterprises such as Ford of Terminotix Inc. 240 Bank Street, Suite 600, Ottawa, ON, K2P 1X4 costing, order/job/workflow management, schedule manage- Canada, Sobeys, Kraft, HSBC, Pfizer, Procter & Gamble and Canada, 613-233-8465, Fax: 613-233-3995, E-mail: termino@ terminotix.com, Web: www.terminotix.com See ad on page 51 ment, document management, invoicing, financial reports, other Fortune 500 companies trust MultiCorpora for their contact management and customer acquisition. multilingual asset management solutions. Plunet GmbH Prenzlauer Allee 214, 10405 Berlin, Germany, 49-30- MultiCorpora 102-490 St. Joseph Boulevard, Gatineau, Quebec, 322971340, Fax: 49-30-322971359, E-mail: [email protected], Web: J8Y 3Y7 Canada, 819-778-7070, 877-725-7070, Fax: 819-778- www.plunet.de 0801, E-mail: [email protected], Web: www.multicorpora.com WORKFLOW SOLUTIONS See ad on page 3

XTRF Management System Multiple Platforms SYSTRAN The Language Technology Centre Multiple Platforms Languages All Description XTRF is a global management Multiple Platforms Languages All Description LTC Worx is a new web-based system for translation agencies. With built-in cutting-edge Languages 52 language combinations Description SYSTRAN Java technology, XTRF is a flexible, customizable and web- is the market leading provider of language translation soft- business system for multilingual information management. It helps organizations and government agencies based software, enabling web access for a company’s suppliers ware products for the desktop, enterprise and internet that and customers. It’s designed to help translation companies facilitate communication in 52 language combinations with multilingual needs and LSPs to optimize and then manage all their business processes and multilingual to streamline all of their daily activities, and it guarantees and in 20 domains. With over three decades of expertise, smooth management of the company while reducing admin- research and development, SYSTRAN’s software is the choice projects according to their preferred workflows. Users istrative costs. Project management, invoicing, quotations, of leading global corporations, portals and public agencies. themselves define company-wide and project-specific ISO 9001 reports and CRM are the main fields covered by Use of SYSTRAN products and solutions enhances multi- workflows to save significant time and money on every the system. Designed by translation and localization profes- lingual communication and increases user productivity and step of every project, from the quotation right through sionals and created by the best IT team, this powerful tool time-savings for B2E, B2B and B2C markets as they deliver to the invoice. LTC Worx is suitable for any size LSP or will reduce the time spent on repetitive tasks and increase a real-time language solutions for search, content manage- language department, and its powerful multi-site, multi- company’s effectiveness. ment, online customer support, intra-company communica- currency and time zone management means it will also XTRF ul. Walerego Slawka 3, 30-653 Krakow, Poland, 48-12-2546- tions and e-commerce. satisfy the largest players. 126, Fax: 48-12-2546-122, E-mail: [email protected], Web: www.xtrf.eu SYSTRAN LTC - The Language Technology Centre Ltd. North America 9333 Genesee Avenue, Plaza Level, Suite PL1, San Europe 5-7 Kingston Hill, Kingston upon Thames, Surrey, KT2 7PW Diego, CA 92121, 858-457-1900, Fax: 858-457-0648 UK, 44-20-8549-2359, Fax: 44-20-8974-6994, E-mail: info@ Europe Paroi Nord - La Grande Arche, 1, Parvis de la Défense, 92044 langtech.co.uk, Web: www.langtech.co.uk 2009 Resource Directory now available at Paris La Défense Cedex, France, 33-825-80-10-80, Fax: 33-1-46-98- Americas 4242 East West Highway, Bethesda, MD 20815, 301-986- 00-59, E-mail: [email protected], Web: www.systransoft.com 8633, Fax: 301-986-8634, E-mail: [email protected], Web: www.multilingual.com/resourceDirectory See ad on page 12 www.langtechus.com See ad on page 51

ADVERTISER INDEX

ACP Traductera 48 Graﬁ Data 13 MultiCorpora 3 Across Systems GmbH 4, 68 Heartsome Holdings Pte Ltd 51 PTIGlobal 19 ADAPT Localization Services 18 Hermes Traducciones 54 Rheinschrift GbR 55 Alchemy Software Development Ltd. 2 Janus Worldwide Inc. 10 Ryszard Jarza Translations 55 Alliance Localization China, Inc. 31 JFA Marketing 55 SAM Engineering GmbH 55 Association of Language Companies 34 KCSL Inc. 35 STAR Group 9, 33, 41, 42, 47, 50 Beijing E-C Translation Ltd. 31 The Language Technology Centre 51 SYSTRAN 12 Binari Sonori srl 23 Lingo Systems 11 TAUS Data Association 53 California State University 25 Local Concept 27 Terminotix Inc. 51 The CJK Dictionary Institute, Inc. 31 The Localization Institute 7 TOIN Corporation 31 E4NET 59 Localization World 67 Translators Association of China 31 ELIA Networking Days 46 MediLingua Medical Translations BV 55 Ushuaia Solutions 30 ES Localisation Services Ltd. 39 MemoQFest 44 VistaTEC 43 EuroGreek Translations Limited 55 Moravia Worldwide 38 FLE SHANGHAI CO., LTD. 31 mt-g medical translation GmbH 36

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58-65 Buyer'sGuide #102.indd 65 2/26/09 11:36:21 AM Ultan Ó Broin

DITA: too good to be true? Takeaway

Well-intentioned articles about content management (CM) in the last issue of MultiLingual Next, consider the complexities of moving existing non- structured content to a structured environment — especially if prompted me to air a particular bugbear of mine: it’s already localized, and assuming you cannot afford to start the touching faith of some GILTies in the Darwin again. No out-of-the-box migration can pour content written W in a free-for-all environment such as Microsoft Word into a Information Typing Architecture (DITA) format structured one in a day or two. Tools can help, granted, but of XML as the answer to our content localization clean up and even a rewrite of some content will be neces- prayers. Readers of MultiLingual’s Blogos will sary. It may not even be possible to create a good fi t between know that I have already come out as a fi ghting the two versions, so some intermediate transitional stage may man on this, even embedding a YouTube version be necessary. And then there’s the problem of legacy translation memories (TMs), seeded with segments of inline format- of Public Enemy’s “Don’t Believe the Hype” in my ting information mixed up with the translatable text. Expect blog article as a desperate attempt at middle- big TM mismatches — and I mean big — without cleanup or aged savoir faire. remapping somewhere. Back to the DITA “reduction of cost” claim. The founding The conventional business proposition would see DITA as thesis has nothing to do with DITA at all, but a confl ation with the solution du jour to reduce cost, improve time-to-market, CM and writing and management practice. It’s not clear to me and easily deliver content in any format and in any language. how topic-based content is likely to see more re-use by users I don’t have any problem with DITA, XML or CM per se, but of a CM system than objects stored at some other granular- after many years of experience of working in large-scale ity or even on a fi le system. To measure and manage content data management environments and multilingual processing, creation and therefore localization costs, tools are required, it’s time to speak up. The problem is that the DITA “selling” along with training — again, nothing to do with DITA itself. is decontextualized from the reality of adopting any new Then there is the challenge of recombining these topics into technology and an understanding of how content is created, bookmaps, presenting more issues for localization. Further- maintained and localized in the real world. more, DITA Content References, if misused, can be dangerous The initial temptation for prospective adopters is to hone in on the “topic-based” aspect of the DITA solution to provide some kind of sub-setting of content for faster, cheaper local- Ultan Ó Broin, MultiLingual editorial board member and Blogos ization. This is dangerous nonsense. If content isn’t needed for contributor, works for Oracle in Ireland. He is completing a Master’s a localized version, then why write it at all? Are French speak- dissertation on the social and organizational impacts of informa- ers smarter than English ones? Do they have a lower thresh- tion technology. old for stomaching half their product being in a “foreign” language? I think we know the answer. To offer your own Takeaway, write to [email protected]

66 | MultiLingual March 2009 [email protected]

66-67 Takeaway #102.indd 66 2/26/09 11:42:38 AM Takeaway

(see the JoAnn Hackos DITA translation subcommittee rules). platform without rework. Try transforming desktop content for The subject nobody wants to touch is the automatic linguistic web and mobile platforms, for example. sorting of localized content. Sure, DITA has an index-sort-as Which localization editing tools support DITA? Does your element, but what then? current one support it out of the box? All the default topic Finally, on the subject of re-use, I’m often amazed by types, bookmaps, specializations, everything? Is DITA, or presentations showing how “silos” of indeed XML, adoption for localization a content can be circumvented by the customization or consulting project for use of Content References. Typically, vendors or clients? What of enabling objects can be shared among market- No out-of-the-box localization of the DITA format? Should we ing, support and end-user deliverables? localize DITA directly, treating it like HTML, I don’t know many people who would migration can pour invest further in XLIFF transformations, profess to be able to write content content written in a or introduce internationalization tag sets in a single style that would work for into the equation? And if it’s XLIFF, why these very different audiences without free-for-all environment would translators care about DITA in the compromising the user experience for ﬁ rst place? It’s like trying to get a straight at least one of them. such as Microsoft Word answer from a Wall Street banker. Be wary of the “any content in any into a structured one I support DITA use and XML for content language out of the box” proposition. It creation and localization, but let’s be real doesn’t take a rocket scientist to trans- in a day or two. here. With a refocus on cost-effectiveness form HTML from XML, and this is usually at a time when we all need to consider our shown to support the “global delivery” spending wisely, I do hope someone can claim, but what about other formats? How about bidirectional address these challenges in forthcoming issues of MultiLingual. or vertically read language versions in PDF? Exploration of and I want to hear about the big projects, not the little ones, the development in XSL-FO are not undertaken easily. You may not big problems and their solutions, and not the big selling be able to render the same content in every language on every propositions. You know how to reach us! M

Hotel Maritim proArte, Berlin, Germany, 8-10 June 2009

Know-how for Global Success

Q Large exhibits with tools and services from around the world Q Excellent speakers and keynote addresses Q Three days full of sessions for beginners and experts Q Social events for networking

www.localizationworld.com Q[email protected]

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66-67 Takeaway #102.indd 67 2/26/09 11:43:00 AM All in One. The Across Language Server is the central platform for all corporate language resources and translation processes. It helps you to generate multilingual content at a higher quality, in a shorter time, and for less money. End to End. Across enables seamless processes and workﬂ ows, from the customer to the language service provider to individual translators and proofreaders. The business application features unlimited scalability and open interfaces. Across. Hundreds of leading market players including Volkswagen, HypoVereinsbank, and SMA Solar Technology have already migrated to Across. What about you?

68 Across #102.indd 68 2/26/09 11:45:47 AM AZ_multilingual_Typo_engl.indd 1 20.02.2009 10:54:53 Uhr