LANGUAGE AND TRANSLATION An introduction to language and translation for global online communications, localized websites and international social media www.ibt.onl An IBT Online ebook publication© Inside your Ebook IBT Online : Go Global with Website Localization WHO SHOULD BE READING THIS EBOOK? 3 LANGUAGE IN THE WORLD 4 LANGUAGE IN EUROPE AND NORTH AMERICA 5 TRANSLATION INDUSTRY 6 TRANSLATION SUPPLIERS 7 TRANSLATION SERVICES 8 TRANSLATION TECHNOLOGY 10 TRANSLATION ONLINE (WEB PAGES, PRESENCE, HOSTING) 13 TRANSLATION ONLINE (SEARCH ENGINE OPTIMIZATION, 15 SOCIAL MEDIA) TRANSLATION TOP TEN TRENDS 19 NEXT STEPS AND ABOUT IBT ONLINE 21 Produced by IBT Online publications team. More resources available at: www.ibt.onl/resources www.ibt.onl Language and Translation 2 Who should be reading this? This ebook provides an introduction to language and translation for global online communications used for localized websites and international social media You should be reading this ebook, if you want an introduction to: Languages used for online communications, social media, localized websites and search engine optimization The translation service industry Translation suppliers and services Translation technologies Translation online This ebook is designed for business owners, marketing directors, international business development managers who are looking to grow their exports and business globally and would like guidance on how to manage language and translation in their target markets. This ebook is both informative and practical. It will provide you with insight and understanding to help ensure that your business is addressing the issues of language and translation in order to achieve successful exports and international business www.ibt.onl Language and Translation 3 Language in the World A world of languages 6,000 - 7,000 languages 150 languages spoken by >1 million people Most widely spoken languages Millions and languages 900 800 700 600 500 400 300 200 100 0 www.ibt.onl Language and Translation 4 Language in Europe & North America Language: Europe The European Union has 24 official languages: Bulgarian, Croatian, Czech, Danish, Dutch, English, Estonian, Finnish, French, German, Greek, Hungarian, Irish, Italian, Latvian, Lithuanian, Maltese, Polish, Portuguese, Romanian, Slovak, Slovene, Spanish, Swedish Most widely spoken languages in Europe Official First Additional Total languages language language English 13% 38% 51% German 16% 11% 27% French 12% 12% 24% Italian 13% 3% 16% Spanish 8% 7% 15% Language: North America The USA does not have an official language: English is used as the de-facto language although Spanish is almost as widely-spoken Canada has 2 official languages: English and French www.ibt.onl Language and Translation 5 Translation Industry What is the translation industry? Language translation, localization and interpreting services Size of the translation industry >$40 billion in 2016, growing to $45 billion by 2020 Expected growth 6.5-7.5% annually through 2018 >26,000 companies (lots of individuals, working on a free-lance basis) Top 50 LSP’s account for US$4 billion (10% of the market) Translation software market to reach US$3 billion by 2017 Europe and North America >50% of the language services market = Europe 2nd place = North America – 4th fastest growing industry in the United States Growth is driven by internationalization and technology Translation and business Multi-national, globally integrated companies have a presence in anywhere from 80 to 169 countries (think Apple, L’Oreal…), requiring upwards of 50 language translation, localization and interpreting services Mid-cap international companies typically require 10-15 language translations into the world’s major markets www.ibt.onl Language and Translation 0 6 Translation Suppliers Language Service Providers (LSPs) Recognized industry leading report provided by Common Sense Advisory: The Language Services Market: 2015 The world’s leading providers of translation, localization and interpreting services: The Top 100 Language Service Providers Leading LSP in the world = Lionbridge Technology , revenue of $560 million, growth >$100 million since 2009 Top LSPs – North America Top LSPs – Europe Lionbridge MA Technology, localization, SDL UK Integrated language platforms, Technology content development technology, services Mission OH US government’s leading Pangeanic Spain Translation services, Essential provider of translators translation technology TransPerfect NY Localization, interpretation, STAR Switzer Multilingual information document translation Group land management Smartling NY Cloud-based translation Kern AG Germany Translation, localization, management platform interpretation Welocalize MD Translation, localization, RWS Group UK Intellectual property multimedia translation, localization www.ibt.onl Language and Translation 7 Translation Services – Written & Spoken Written language and spoken language Written language: Leaflets, technical manuals, brochures, letters, reports, websites . General translation: non-specialized text from one language to another. Specialized translation: specialized text from one language to another e.g. scientific document Spoken language: On-site or remotely . Consecutive interpreting: speakers pause to allow interpreter to convey the message . Simultaneous interpreting: Carried out at the same time as the speaker (microphones & earphones) Software localization Process of translating text and adjusting functional elements of a software application so it can be used by consumers internationally Aim: transfer intent of original content and user interface from one language to another while maintaining usability Main types of software: desktop software, web applications, mobile apps Steps involved: analysis of material involved, cultural, technical and linguistic assessment, creation and maintenance of terminology glossaries, translation, adaptation of user interface, localization (graphics, scripts), testing www.ibt.onl Language and Translation 8 Translation Services: Multimedia & Digital Multimedia localization Translation and localization activities that are related to visual and audio media Aim: multimedia is focused on user experience; reach, inform and communicate with a global audience Cinema, TV, theatre, audio-visual… Sub-titling: technical and precise process Voice over: replaces audio content not spoken by an actor, requires equipment and expertise Dubbing: used in markets where subtitling doesn’t fully accomplish the producers’ objectives Lip sync: insertion of audio attempts to match the lip movements of the original actors Other services include: video production, art and graphics localization, animation localization, cultural assessments of multimedia content… Desktop publishing Gives the final look and feel to the localized materials Even small layout or typographical mistakes impact how users perceive the product or the brand Typesetting, graphics, website layouts etc. Translation related design services, graphic design, documentation, graphic localization Watch out for: different fonts, special characters, different word lengths, culturally appropriate style… www.ibt.onl Language and Translation 9 Translation Technology Translation capabilities and innovation advantages Website: Translation of rapidly evolving/changing content and a choice of real-time or ongoing updates New technology allows the replication of design, formatting and branding, to correspond to the original language site. Allows the upload of prior translations to improve accuracy, verification is fast and easy. Ongoing content management system. Video and podcast/audio: Automated translation and verification options. Voice recognition can generate transcripts, audio translation can be delivered in a realistic synthetic voice. Videos allow video subtitles and/or closed caption files. The best podcast/audio providers can sync audio to account for language length differences. Software and apps: Automated translation and verification options. New technology allows replication of apps into multiple languages. Can be released simultaneously to a global market. Popular business apps include live chat text and voice to voice. www.ibt.onl Language and Translation 10 Translation Technology What is Machine Translation(MT)? The use of software to translate from one language to another Optimal when large volumes of content need to be translated in a short timeframe Excellent alternative when projects are so large that the cost or time investment for human translation isn’t feasible Reduces translation costs Helps reach global customers faster Offers different levels of automation for different quality needs Types of MT The growth of MT The most common types : LSPs developing MT include Kantan and Statistical Machine Translation (SMT) Pangeanic, launching, supporting, deploying for (translations generated on the basis of their clients statistical models) Commercially viable and proven products are Rule-Based Machine Translation (RBMT) on the market (based on linguistic information about The largest enterprise-buyers are starting to source or target languages) outsource their machine translation Hybrid Systems, which combine both development work to external providers SMT and RBMT At the heart of intelligent innovation in translation technology www.ibt.onl Language and Translation 11 Translation Technology What is Computer Assisted Translation (CAT)? A human translator uses computer software to support and facilitate the