El sector de la localización

The localisation industry A 38 billion dollar market

Elisa Alonso & Elena de la Cova

Elisa Alonso & Elena de la Cova

Content A.  Context B.  GILT C.  Going global D.  Tools E.  Case studies

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Context the World and Spain

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Top richest countries 2015

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Source: http://www.mapsofworld.com/

Fastest growing economies

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Source: http://www.mapsofworld.com/

Languages with the most native speakers

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Source: https://www.washingtonpost.com/news/worldviews/wp/2015/04/23/the-worlds-languages-in-7-maps-and-charts/

What languages people learn all over the world

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Source: https://www.washingtonpost.com/news/worldviews/wp/2015/04/23/the-worlds-languages-in-7-maps-and-charts/

99.9 % of Spanish corporations are SME (0-249 employees) 95.9% of Spanish corporations are micro SME (0-9 employees)

Source: http://www.ipyme.org/publicaciones/retrato_pyme_2015.pdf

A portrait of the Spanish SME

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Most recently created SMEs in Spain are primarly…

Source 1: By Frank Vincentz - Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=17975296

Source 2: http://www.cocacolaespana.es/compromiso/social/por-que-nos-gustan-tanto-ir-de-bares-a-los-espanoles#.VtbRuH0rKJA

Spanish SME

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Retail sales Beverage and food services

International economic climate Restricted access to financing

Small size of retailers Lack of experience in internationalisation Potential that remains in the local market

Lack of awareness on the part of public organisations about the reality and needs of the retail sector

(Fayos, Calderón & Molla 2015)

Source: http://0-www.emeraldinsight.com.athenea.upo.es/doi/pdfplus/10.1108/IJRDM-07-2013-0146

+ DIGITAL LINGUISTIC BARRIERS (Medina 2013)

Barriers of SME to internationalisation

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GILT (G11N + I18N + L10N + T9N)

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What is NOT localization

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Source: http://www.upo.es/fhum/portada

What IS localisation

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Source: http://www.kelloggs.es/

Looking back…

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Elisa Alonso & Elena de la Cova

Prof. Mª Elena de la Cova Morillo-Velarde

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Localising is not only about translating from one natural language to another….

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Elisa Alonso & Elena de la Cova

Source: http://www.andalucia.org/

Elisa Alonso & Elena de la Cova

Source: http://www.andalucia.org/

Localising also implies adapting to a certain locale …

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Elisa Alonso & Elena de la Cova

Source: https://twitter.com/

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Source: https://twitter.com/japan

Localising also implies forseeing technical issues from the design phase (I18N)

Internationalization (I18n) is the process of generalizing a product so that it can handle multiple languages and cultural conventions without the need for re-design. Internationalization takes place at the level of program design and document development. (LISA 1998)

!  Issues such as… Character encoding & Bidirectionality

For more information about I18N, visit https://www.w3.org/International/geo/html-tech/tech-lang.html

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http://www.google.es/adwords/

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https://www.google.com/intl/ar/adwords/

Localising also implies a deeper change within a company (G11N)

Globalization (G11n) addresses the business issues associated with taking a product global. In the globalization of high-tech product this involves integrating localization throughout a company, after proper internationalization and product design, as well as marketing, sales, and support in the world market.” (LISA 2003)

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Elisa Alonso & Elena de la Cova

Source: http://spain.100montaditos.com/

Elisa Alonso & Elena de la Cova

Source: http://us.100montaditos.com/

!  Transla'onisthekeytaskinlocaliza'on!  +Culturaladjustments(currency,dates,symbols,etc.)

!  +Audioandvideoadjustments(pictures,videos,colour,etc.)!  +Technicalenvironment

!  +Other ac'vi'es: transla'on tools management, projectmanagement,tes'ng,etc.

(AlonsoandDelaCova2013)

Localization vs. Translation

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The 2014 market for outsourced language services is US$37.19 billion. It is growing at an annual rate of 6.23%.

The Language Services Market 2014. Common Sense Advisory

(DePalma, Hedge, Pielmeier, Stewart 2014)

Languages services market

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Actors

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http://www.statista.com/statistics/257656/size-of-the-global-language-services-market/

LSP revenue composition by industry

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Most demanded services to translators

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Top15 LSP in Southern Europe

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Source: Common Sense Advisory, Inc.

Elisa Alonso & Elena de la Cova Source: Common Sense Advisory 2012

Going global

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To consider…

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IwanttoexpandmybusinessgloballyandIneedtotranslatemycorporatewebsite…whatshallIdo?

“The thinking tends to be “Let’s get the site done. Thenwe’llsend it for transla7on and off we’ll go”. If only it were soeasy!”

(Multilingual Computing 2008)

I wanna expand my business, why should I have my website in English?

!  English is THE main business language !  Professional image !  You can reach a global audience even if your website is

not localized into all languages where you want to sell your product/services

Website in English

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Website in English

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Source: European Commission 2011

Multilingual website

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Some strategic decisions… !  Design your international strategy: who do you want to

reach? !  What are your human, technical and economic resources

for the localization of your web? !  Degrees of localization: a strategic decision

(Alonso y De la Cova 2013)

Elisa Alonso & Elena de la Cova

A Web Localization “To Do” List !  Rewrite the text !  Translate the text !  Modify the graphics !  Create new graphics !  Change colors !  Change layout !  Modify tables, forms, data fields, databases

(Multilingual Computing 2008)

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International writing

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International writing

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International writing

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International writing

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Empower localization teams

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Empower localization teams

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Localization gaffes

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Localization gaffes

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Localization gaffes

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Source: www.economiadigital.es

Source: www.abc.es

When localisation is a waste of time…

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Source: http://www.turismoutrera.org

My students can make it better…

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Source: http://mariatrad.wix.com/discoverutrera

Tools

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WYSIWYG: Word

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Text editors: jEdit

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CAT Tools: SDL Trados Studio

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CAT Tools: Helium

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CAT Tools: WebBudget

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CAT Tools: OmegaT

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CAT Tools: MemoQ

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CAT Tools: Google Translator Toolkit

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Web design editors: Dreamweaver

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Why should I use a CMS? !  Do I have duplicate (or almost duplicate) content? !  Do I publish in different languages? !  Is my content used across multiple channels? !  Do I use this content often? !  Is compliance an important issue?

(Bret Freeman 2006)

CMS+(middleware)+GMS: success!

CMS, TMS, GMS, GCMS…

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GMS: Smartling

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Case studies

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Whatdoyouthinkaboutthesewebsites?

!  hMp://www.caminosdepasion.com/

!  hMp://www.baradaluxury.com/es/index.html!  hMp://www.jolca.es/jolca/!  hMp://www.bodegas'opepe.com/

Localization

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Thank you! Gracias

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Bibliografía

Elisa Alonso & Elena de la Cova

!  European Commission 2011. User Language Preferences Online. Eurobarometer. [http://ec.europa.eu/public_opinion/flash/fl_313_en.pdf]

!  Esselink, B. 2000, A Practical Guide to Localization, 1st edn, John Benjamins Publishing Company, Amsterdam.

!  Kelly, N. y Stewart, R.G. (2011) The Language Service Market: 2011. Massachusetts: Common Sense Advisory Inc.

!  LISA (Localization Industry Standards Association). 2003. The Localization Industry Primer. Féchy, Switzerland: SMP Marketing/LISA.

!  Multilingual Computing. Guide to Going Global (2008). [http://multilingual.com/guides.php ]

!  Smith, J. 2013. Why Every Job Seeker Should Have a Personal Website, And What It Should Include. Forbes. [http://www.forbes.com/sites/jacquelynsmith/2013/04/26/why-every-job-seeker-should-have-a-personal-website-and-what-it-should-include/]