The role of localization engineering and whether it is necessary is often misunderstood when it comes to translation and localization projects. Many are under the impression that localization engineering is unnecessary in the context of a software localization project. In addition, a common question is, “My product has already been engineered, so why do I also need localization engineering?” and it’s understandable to ask this. For others, the term “localization engineering” conjures expectations based on standard software engineering. With this blog, I want to paint a clear picture of what exactly localization engineering is and how it is used, for those who may be unsure of its purpose and role, and to help you receive the maximum benefit from it. Continue reading »
Can you hear me now? This phrase may sound familiar to many since it was the infamous tagline from a former Verizon Wireless campaign. Although the wireless retailer used the expression to showcase its superior cell phone reception, it has a much greater significance in the context of global business. Speech is crucial to the way businesses operate on a daily basis, and it’s a major part of our society and culture. Human voice recordings are heard everywhere, from online training modules and advertisements, to websites and message machines. As a result, international organizations must consider translating any and all spoken words when marketing and selling their products and services globally. This includes audio advertisements, products that involve speaking or spoken words, and vocal services, like over the phone customer service. Continue reading »
Localization is something that has been referenced and briefly touched upon in many of my previous blogs, but I’ve never taken the time to really define the term and discuss it at length. So here it goes. Localization (also abbreviated as L10n) is the translation and adaptation of material for foreign-language markets that involves changing words from the source language into the target languages. In addition, localization requires analysis of the semantics in the new language, to make sure that the correct message is conveyed and to ensure that the product functions (both linguistically and in terms of usability) properly in the target culture. Remembering that the target market is different from the market for which the product was initially created is crucial to effective localization. Continue reading »
Have you ever wondered how a business prepares a product for the global marketplace? How does merchandise that was originally intended for customers in one world region transform into something that is fully functional for international users? If you think that the answer is localization, you’re not wrong, but you’re missing a key step in this conversion process: internationalization. Before a product or service can be localized, it must undergo a specialized internationalization procedure that readies it for multiple language support without changing its core application.
What is Internationalization?
Internationalization (often symbolized as i18n due to the 18 letters that fall between the ‘I’ and ‘N’ in the word) is the process of readying products for international markets and ensuring that they can seamlessly be localized in the future. It involves redesigning and re-engineering a product to prepare it for localization, so that it will eventually be ready for use by consumers from all over the world. Thus, it’s a practice you should give some serious consideration to if you’re thinking about taking a product to global markets. Continue reading »
Global businesses understand the importance of using style guides for the creation of content, but many are unaware that similar guides can be designed specifically for their translation projects. A typical style guide contains a company’s standards and expectations for materials that must be followed when writing and designing documents, websites, or graphics. Guides like this are created to ensure that brand image is accurately portrayed and it remains consistent across the variety of content an organization produces. This same concept can be applied to the translation of content, and it is equally important to define the styles and conventions that should be used in international markets. Continue reading »
Let’s say your business is doing well in your local market, but you think that the company could really thrive if it was able to reach a larger audience. So, you decide that it’s time to go global and bring your business to new clients in every corner of the world, enabling the organization to reach its full potential. But don’t book that flight and pack your bags just yet.
Before taking the plunge, you’re going to have to translate all of your products, documents, advertisements, websites, and any other content that the business needs to operate into the languages of your new global customers. Without taking this key step in the process of international growth, your target audience won’t understand the messages that you’re trying to get across to them. Research shows that consumers are twice as likely to complete a transaction if they are engaged in their native language. Simply put, people won’t buy from you if they can’t understand you. Continue reading »
A Specific Example
If localization versus translation still seems like an abstract concept, let’s drill down into a specific example to see what can happen. Suppose your marketing team is starting a product promotion. Your recently hired graphic designer has been tasked with creating some visual assets to support the promo — this would include a microsite, banners and so on. Unfortunately an oversight has been discovered Continue reading »
I work as a localization manager in the marketing department of a financial services company. A big part of my job is gathering documents for translation and then handing them off to our team of graphic designers for production. I’ve developed a keen understanding of the issues and headaches that come up after this hand off. Continue reading »
Day one at ICE Totally Gaming 2012 is coming to a close, and we could not be more excited! With our current track record of successful partnerships with companies in the gaming industry, we knew that participating at ICE Totally Gaming would be a good bet.
Ok, all jokes aside—We have had such a great experience with the event so far. Plenty of great meetings with potential clients, and even some of our customers, like William Hill.
Today, Emma Durant is speaking at the IT Support and Digital Marketing Seminar Theatre at 15:00-15:45, giving her presentation on Managing Global Web Operations Effectively – The Top 5 Trends. If you didn’t make it over there today, stop by our booth L1-21 to chat with Emma one on one, on how clients can maximize their Global Digital Operations:
Looking forward to day two with the team. Don’t miss Stuart Sklair in the IT Support and Digital Marketing Theater at 15:00-15:45 as he provides insight into:
Best practices for getting online gaming into multiple languages—the full lifecycle of localization and translation. Your content comes from all areas of the business, from back-office systems, web applications, and from the static website itself. Formats vary widely, and include text, graphics, and audio. All of these variables must be accounted for, and must be equipped for publishing to the web as well as various mobile devices.