Af Jette Kortermann, sproglig medarbejder hos Lionbridge Denmark
De færreste tænker måske over, at brætspil oftest er udviklet på engelsk og derefter bliver oversat til alverdens sprog. Udfordringen i denne proces er, at brætspillet ikke blot skal oversættes, men det skal også tilpasses kulturen på det marked, brætspillet sælges på.
Truly great brands have enough foresight to realize that when going global, localization is key to success. Any moderately successful international business has also learned it is imperative that the translators doing their translation work are native of the target language and embedded in the culture so that they can understand deeply how they should translate every string of text.
However, there is another side to standard translation which can prove inefficient. There exists a need for a different process.
Opracowując międzynarodową e-mailową kampanię marketingową, należy mieć na uwadze zwyczaje kulturowe panujące w każdej z grup docelowych. Przed publikacją kampanii nigdy nie ma stuprocentowej pewności co do tego, jaki będzie jej odbiór. Czasami bywa tak, że rozwiązanie odpowiednie dla jednego kraju zupełnie nie sprawdzi się w innym. Międzynarodowa e-mailowa kampania marketingowa stwarza wiele okazji, by lepiej poznać i zrozumieć kulturę krajów docelowych. Continue reading »
On May 5th, we hosted a Global Communication in Life Sciences Take 30 session to discuss the pitfalls and strategies surrounding Codes of Conduct. Our panelist was accomplished attorney and ethics specialist, Anne Norris, Principal of Optimum Integrity, LLC.
While our conversation was wide-ranging, below are some of the key takeaways:
1 – A company’s Code of Conduct is the foundational building block of an ethics and compliance program. It is the vehicle through which the organization communicates its core values and high level expectations for all of its employees.
2 – If you’re taking your Code global or international, be sure to work with an experienced Language Service Provider (LSP). Your LSP will assign linguists with the appropriate background, possessing expertise in helping to manage the in-country review process. The linguists will also be able to offer superior project management to accommodate changes along the way. Be sure to keep the Code simple and visually appealing for all readers. And remember, the consequences of not having a translated Code of Conduct can be quite severe! Contact me to hear more on this.
3 – While the Code itself is the building block, companies need to identify ways to further engage their employees and promote ethical behavior. Efforts for consideration include:
Codes of Conduct are truly more than words on paper. In my opinion, they represent an organization’s ethics DNA. I was happy to be a part in this valuable Take 30. If you’re interested, read more on this topic in my Q&A post with Anne Norris here.
I look forward to your participation in our Take 30 calls in the future. Please take a moment to request membership in the LinkedIn Group today!
Regional Sales Director
Lionbridge Life Sciences
56% der Verbraucher sagen sogar, dass Produktinformationen in ihrer eigenen Sprache eine höhere Priorität haben als der Preis.
Lionbridge als Teil der Initiative ist mit folgenden Webinaren dabei, zu denen wir Sie herzlichst einladen:
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Lionbridge was recently admitted into an EU-funded innovation project called SSIX (Social Sentiment analysis financial IndeXes), related to EU’s Horizon 2020 framework programme.
The 3-year project’s goal is to create a platform which extracts cross-lingual economic signals from social media services as well as newswires, online newspapers, trade publications and blogs. This sentiment data will then be used to create indices, which will support investment decision making, help in recognising new business opportunities and provide a tool for risk management, among other things. Continue reading »
Author: Maciej Sobolewski
Although the beginning of the gaming industry dates back to the 1970s, it wasn’t up until the last decade that the industry exploded into the Internet Age and became a worldwide sensation.
During the 1970s, technology limitations made it impossible for developers to create complex games. Because of this the games often presented simple mechanics and graphics. Lack of any in game linguistic content resulted in games having only the original language. This changed drastically during the 1980s, when the biggest videogame companies in Japan such as Nintendo, Sony and Sega saw a huge opportunity to ship their games to other markets, especially to the English ones. With more linguistic content, games became available in two languages – Japanese as the original and English as the localized one. However, lack of experience in this field led to the birth of a completely new language – Engrish, which haunted the translators and produced quite a lot of funny mistranslations such as all your bases are belong to us or Conglaturation.
The 1990s were characterized by revolution and rapid development in gaming, ranging from graphics and bigger environments to vast, branched out plots with more character dialogues. This, combined with the growing demand for localized content coming from non-English markets, drove the necessity in having a specialized branch of software translation – gaming localization.
The following decade saw the consolidation of the gaming market and the emergence of well backed, AAA studios associated with major entertainment companies. Game publishers realized that the best way to grab the market was to ship a game alongside its localized versions in different languages rather than localizing a game after releasing the original version. Thus the simultaneous shipment was designed. This was the start of interactive online gaming.
Nowadays, the gaming industry has grown immensely, thanks in great part to improved broadband access that led to the explosion of online games. Game localization is a vital function of the ever-expanding global game industry as it’s responsible for half of the industry’s total revenue stream and according to Newzoo games market will reach $102.9 billion in 2017.
The future does look bright for the gaming industry.
If you wish to discuss anything gaming related feel free to contact me at Maciej.Sobolewski@lionbridge.com
Lionbridge var på D-Congress igår tillsammans med över 1 350 glada besökare! En inspirerande och otroligt givande dag som täckte e-handel, digitalisering och globalisering från en rad olika perspektiv. Vad krävs egentligen för att lyckas och vilka utmaningar står e-handeln inför? Det var ett par av de frågor som diskuterades.
‘Global governance with local execution’ is the philosophy followed by a large number of organizations looking to expand their service operations across the globe. In fact, a recent The Service Council (TSC) research survey revealed that nearly 9 out of 10 enterprise-level organizations operate service in more than one geography, and across all revenue classes, nearly three out of four organizations are looking to further expand their global service presence. This is either done by entering new geographies with the help of professional translation services or by delivering new service offerings in supported geographies.
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Interested in gaining guidance and accessing a range of tools and resources about the language services and global translation industry? Look no further than TAUS, an online resource center that connects members to a variety of useful tools about the language and translation industry to improve the communication amongst people and businesses throughout the world. They offer a variety of services, including:
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With a growing international population and millions of previously uninsured Americans gaining health insurance under the Affordable Care Act, the need for interpretation services in health systems has never been greater. The increase in adult patients speaking foreign languages, coupled with ACA mandates on interpretation services in hospitals, have thrust medical interpreters to the forefront of a landmark decision in healthcare. Continue reading »
In 2008, there were less than a thousand apps available through the iTunes store. Today, that number tops 1.2 million. There are more than a billion smartphones currently in use worldwide, with new devices being launched every single week. However, for those tasked with bringing a product to market, automated mobile testing isn’t widely adopted at this time.
The major drawback to automated mobile testing is the inability to replicate and repeat a test across multiple devices and operating systems. Although there are automated tests which will put a device or application through its paces, it becomes laborious and time intensive (and hence, more expensive) to set up that test to run on a majority of the options currently in use. Continue reading »
Lionbridge is proud to partner with John Yunker, President of Byte Level Research to unveil a new report titled: Web Globalization and the Travel Industry: Benchmarking the Best Global Websites.
Join us on May 20th at 11am EST to learn best practices and recommendations for your Travel and Hospitality website. Listen in as Clint Poole, VP of Corporate Marketing, Lionbridge, talks with John about the good, the great and the ‘could be better’. If you are evaluating strategic growth this year in your global digital strategy, register here.
In addition to hotels, cruises, and transportation companies, a new category has been included on DMOs. For more info on Byte Level Research: visit Byte Level Research
If you’re doing business in – or expanding into – the Asia-Pacific (APAC) area, I have a really good 2-part best practices article for you to read on the PitneyBowes blog: Tips and Best Practices for Targeting an APAC Audience. Continue reading »