Localization for Rich Media, Websites & Interactive Content: Expert Tips & Best Practices
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Localization for Rich Media, Websites, & Interactive Content: Expert Tips & Best Practices
John Assalian, CEO
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John AssalianFounder & CEO, ViewstreamSan Francisco & Seattle
Viewstream provides rich media localization services, including Flash demos, videos, product demonstrations, screencasts, interactive assets, websites, and more. With strategic and technical expertise to back our localization work, we are a leading content creator with global reach.
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Content Growth
Vendor Web Page Count Plus 15x over the past five years
Source: IDG Connect, Bob Johnson, Analyst, n=389, October 30, 2008
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% Global Growth of Internet Usage 2000 – 2010
Africa Asia Europe Middle East
North America
Latin America/
Caribbean
Oceana/Australia
0
500
1,000
1,500
2,000
2,500
Source: http://www.internetworldstats.com/stats.htm
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Internet Growth in Asia
China and India possessed nearly 500 million internet users in 2008.
By 2015, that number will increase to 1.2 billion users.
Source: http://stocks.investopedia.com/stock-analysis/2010/investing-in-the-next-internet-boom-ewt-cqqq-chib-alvr-bidu1006.aspx
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What has caused this growth in Content?
• Lower cost of digital technology– Cheaper production and storage– Faster creation of assets
• Easier, cheaper distribution– Global hosting of multimedia assets
• Customer expectations– Prospects around the world want multimedia content
• Global reach of the enterprise– Growth in many companies comes in China, Brazil and
India
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• Some examples
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Video
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Video
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Rich Media ComponentsAudio
Video
Text
Animation
Interactivity
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Production Localization
• Production Localization– Minimum changes to assets– Globalized content for general audience– Rapid production– Typically not mission-critical content
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Strategic Localization
• Strategic Localization– Content story– Nuanced changes to asset based on target
language & region– Target-specific content and messaging
• Traits– Adjusts content to specific audience expectations– Higher cost/low volume
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Steps To Rich Media Localization
Project/Content
Requirements
Translation Production QA & Testing
Tracking & Metrics
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Script Translation
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Challenges to Multimedia Localization
• Scheduling• Gathering Project Requirements• Managing Assets• Quality Control
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• Best Practices
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Keep Localization In Mind
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Keeping Localization in Mind
• Focus your market – geographic, linguistic• Identify need – what must be localized?• Ensure project assets can be edited
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Key Challenge: Maintaining Objectivity
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Make It Simple
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Making it simple
-Keep navigation/UX simple- Identify what does & does not need to be localized-Localize components only when necessary-Don’t try to do too much
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Globalize the Content
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Globalization Considerations
• Brand/Product Messaging• Market Language• Visual Representation• User Experience Expectations
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Organize your assets
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Multimedia Asset Types
• Script• Video• Animation• Audio• Programmatic (Meta/XML)
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Make Room for Flexibility
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Flexibility
• Keep onscreen type to a minimum• Provide space/time for varying word lengths
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QA Every Bit32
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Quality Assurance
• Translation Quality• Visual Review• Functional Testing
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Localization In Action
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Moving Forward
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Rich Media Localization Vendor
• Expertise in the latest digital technology• Global tracking• International hosting• Awareness of brand requirements• Sensitivity to cultural expectations
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John [email protected]