JAN/FEB 2017 Exploring the translation market in Russia A code of ethics for the Russian translation industry Defense opportunities in Poland & Central Eastern Europe multilingual.com Join the conversation on “Continuous Delivery” Discover LocWorld In 2017. LocWorld33 LocWorld34 LocWorld35 Shenzhen Barcelona Silicon Valley Feb 28-Mar 2, 2017 14-16 June 2017 November 1-3, 2017 The world’s #1 Localization Conference & Exhibition Series Find out all you need to know at www.locworld.com 夀漀甀 眀椀氀氀 氀漀瘀攀 琀栀椀猀 䌀䄀吀 䄀氀攀猀猀愀渀搀爀漀 䌀愀琀琀攀氀愀渀 䴀愀琀攀䌀愀琀 倀爀漀搀甀挀琀 䴀愀渀愀最攀爀 䘀椀渀愀氀氀礀Ⰰ 愀 䌀䄀吀 琀漀漀氀 琀栀愀琀 眀漀爀欀猀 昀漀爀 礀漀甀⸀ 䴀愀琀攀䌀愀琀 椀猀 琀栀攀 攀瘀漀氀甀琀椀漀渀 漀昀 琀爀愀渀猀氀愀琀椀漀渀 琀攀挀栀渀漀氀漀最礀⸀ 伀瀀琀椀洀椀稀攀 礀漀甀爀 琀爀愀渀猀氀愀琀椀漀渀猀 眀椀琀栀 戀攀琀琀攀爀 洀愀琀挀栀攀猀 愀渀搀 昀愀猀琀攀爀 琀甀爀渀愀爀漀甀渀搀 琀椀洀攀猀⸀ 眀眀眀⸀洀愀琀攀挀愀琀⸀挀漀洀 Post Editing #165 Volume 28 Issue 1 January/February 2017 Editor-in-Chief, Publisher: Donna Parrish Managing Editor: Katie Botkin Proofreaders: Bonnie Hagan, Bernie Nova News, Calendar: Kendra Gray Given the outcome of the US presidential Production: Darlene Dibble, Doug Jones election, it’s an interesting time to be looking at Doug Jones Cover Photo: Eastern Europe. Nobody quite knows how the next Technical Analyst: Curtis Booker Assistants: Gayle Hallock, Chelsea Nova few years will play out with the United States, Russia, Circulation: Terri Jadick the countries immediately surrounding Russia, the Special Projects: Bernie Nova larger European region and outwards. Advertising Director: Kevin Watson Many of the people I’m talking to in the Marketing Director: Marjolein Groot Nibbelink localization industry are wary of the cultural shifts Finance: Leah Thoreson happening in the West, and for good reason. Any Editorial Board pull towards nationalism or against friendly cross- Games: Miguel Á. Bernal-Merino country exchange will likely have a chilling effect on Standards: David Filip international markets. Maybe. Again, it’s difficult to Business: Aki Ito Marketing: Nataly Kelly say for sure. User Experience: Ultan Ó Broin For now, though, as always, we will look for ways Technology: Jost Zetzsche to promote friendly cross-cultural exchange. We Advertising have two articles focusing on Russia — one on the [email protected] Russian localization market, another on the Russian http://multilingual.com/magazine-ads localization market coming together to form a code +1 208-263-8178 of ethics for the region. Looking at their process Subscriptions, back issues, customer service may be helpful for anyone wanting to create a [email protected] similar code of ethics. http://multilingual.com/subscription-information We also have an article studying the defense Submissions, letters opportunities in Poland — particularly prescient [email protected] now, although the topic may not be one that Editorial guidelines are available at necessarily appeals to our humanitarian instincts. http://multilingual.com/editorial-submissions Unless, of course, you see lines of defense in Poland Reprints as necessary for peacekeeping in the region. [email protected] And although this may be controversial, it is the MultiLingual Computing, Inc. approach Poland seems to be taking. Privacy and 319 North First Avenue, Suite 2 language in German localization are also covered — Sandpoint, Idaho 83864-1495 USA German bridges Western and Eastern Europe, and [email protected] privacy concerns will likely become more and more http://multilingual.com relevant in any localization, particularly for countries © MultiLingual Computing, Inc., January/February 2017. All rights reserved. Reproduction like Germany. without permission is prohibited. For reprints and eprints, please email [email protected] or call +1 208-263-8178. Whether you’re from Eastern Europe or MultiLingual (ISSN 1523-0309) is published monthly except Apr-May, Jul-Aug, Oct-Nov for US $58, international $85 per year by somewhere else, please know that as far as I am MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. Periodicals postage paid at Sandpoint, ID and additional mailing offices. concerned, you are welcome to visit my beautiful POSTMASTER: Send address changes to MultiLingual, 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. hometown in the USA whenever you would like. We can nerd out about the industry and I can take you hiking. This NewPage paper has been chain-of-custody certified by three independent third-party certification systems. MultiLingual is printed on 30% post-consumer recycled paper. January/February 2017 5 Contents Focus: Central and Eastern Europe 34 38 42 46 Exploring the A code of ethics Privacy and Defense translation market for the Russian language in opportunities in Russia translation German in Poland Konstantine Dranch industry localization Jacob Andra Serge Gladkoff Libor Safar Technology 51 56 63 Building a roadmap Messenger bots Measuring the for Big Data and the demands benefits of using TM integration of localization SMT Konstantine Boukhvalov & Pavel Doronin Qun Liu & 56 Alexander Jimenez Andrzej Zydroń Interpreting 60 Embracing interpreting delivery platforms Hélène Pielmeier 60 A festive assortment of traditional Slovak dyed eggs, decorated using wax-resist, hand-painting and applied cut-straw and needle work methods common in many Eastern European cultures. 6 January/February 2017 Contents 38 We are now featuring web-exclusive articles at multilingual.com/insights. Insights covers timely analysis of trends as well as articles on topics such as minority languages, best-practices anecdotes and cultural dos and don’ts. Up Front 5 Post Editing News 8 Recaps 12 News 15 Calendar 8 16 Review 67 Buyer’s Guide Plunet 6.2 to 6.3 to 7.0 73 Advertiser Index by Richard Sikes Columns 22 Perspectives by Attila Görög 24 Perspectives by Luke Sewell 27 Community Lives by Jeannette Stewart 74 Takeaway 24 by Giovanna Roeseler January/February 2017 7 Recaps LocWorld32 considers business and balance LocWorld32 took place in Mon- treal, Canada, October 26-28, 2016, and in the midst of discussions on global success, work-life balance was also addressed. On Thursday morn- ing, October 27, keynote speaker Donald Cooper stressed that success includes getting along with people at home and in the workplace, and not falling into the rut of what you think you know about a situation or about people. “For a lot of people, the life journey is passionate, complacent, resentful, bitter, then death,” he joked. This seemed to be well-received by an industry whose whole point of existing is communicating clearly and appropriately with customers, in their own language and according to their own mores. Cooper noted that localization “is a huge growth industry. I can’t think of another industry that’s growing at 7% a year.” Cooper speaks interna- Data may be key to pinpointing tionally in 40 industries worldwide, what your customers want. Yury Pety- offering advice on business growth ushin of All Correct Games presented and management. on Chinese and Russian gaming on Customers, he said, are well- Thursday afternoon and showed informed and also more confused and research his company did to pinpoint more cynical than ever before: “every what consumers really wanted. They industry and every market is over- determined that because gamers in served and under-differentiated.” Russia predominantly play for the full- Thus, it’s important to ask questions immersion escape, mistakes can kill about what they really want — ques- the experience. Russian players over- tions such as “What are they really whelmingly prefer localized versions, trying to do? What do they want (or although Chinese players may not. need) to know? How do they want On Friday, Helena Chapman of really successful. “We tried MT in to feel? How much do they expect to IBM mentioned that when it comes 1999, in 2005, and it didn’t work. pay?” There are different groups with to tech, it may take a few iterations Then in 2008, 2009, we really different motivations, Cooper said. before it’s mature enough to be embraced it,” said Chapman. 8 January/February 2017 Recaps The game changers of 2016 in Portland On October 24-25, 2016, 140 dele- gates from around the world joined at the beautiful Sentinel Hotel in Port- land, Oregon, for the TAUS Annual Conference 2016 to discuss different aspects of and perspectives on the future of the localization industry. Eric Liu from Alibaba Language Innovation Contest group of winners. From left to right: George Zhao (Boffin), Services opened the conference with Ivan Smolnikov (SmartCAT), Jaap van der Meer (TAUS), Spence Green (Lilt), Kenji a keynote speech. Liu gave an inside Takaoka (PIJIN), Paula Shannon (Lionbridge). look on how Alibaba is rethinking the production process as well as the busi- stressful minutes on the stage to pres- TAUS HAUS Band. This year the ness model for breaking the language ent their tool, technology or idea. The band consisted of Paul Mangell, Tim barrier. What followed was two days audience received an email with links Brown, Smith Yewell, Mimi Hills, filled with thought-provoking and to vote for what they thought was the Allen Dunkle, George Evgeneiadis, fruitful panel discussions. best innovation and at the end of the Allison McDougall, Jack Welde, For the first time in its history, conference, Paula Shannon and Jaap Mark Seligman, Tony O’Dowd, David TAUS organized parallel sessions, van der Meer announced the winners. Rhodes, Joy Howard, Gema Ramírez albeit for only a small part of the In the “invader” category, Lilt was the Sánchez and Paula Shannon. After a day. Attendees were able to choose absolute winner, while in the “insider” couple of hours of practice the eve- between two topics, moving to differ- category, Boffin (with VideoLocalize) ning before the conference, the band ent meeting rooms. When everyone was victorious. Some of the comments rocked the stage in the Secret Society came back to the plenary, the hosts about these solutions included “out-of- on October 24. of the parallel sessions gave a short the-box thinking and risk-taking,” “sexy 2016 was a busy year for TAUS, overview of their panel discussions.