Globalization And Localization (Olga Melnikova)
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GLOBALIZATION AND LOCALIZATION: BENEFITS AND CHALLENGES Olga Melnikova Multidimensional Translation: From Science to Arts Riga, Latvia, April 21, 2017
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Transcript of Globalization And Localization (Olga Melnikova)
GLOBALIZATION AND LOCALIZATION: BENEFITS
AND CHALLENGES
Olga MelnikovaMultidimensional Translation: From Science to ArtsRiga, Latvia, April 21, 2017
About the Speaker: Olga Melnikova
• 2007-2014 – translator for Russian Translation Company (Ru, En, Fr)
• 2010-2012 – court interpreter (Ru, Fr)
• 2010-now - futureactually.com - volunteer
Russian Experience
About the Speaker: Olga Melnikova
• May 2015 – MA in Translation and Localization Management,Middlebury Institute (MIIS), Monterey, CA, US
• May 2015 – August 2016: Localization Project Management Intern at Venga Global, Inc.
• August 2016 – now: Localization Project Manager at Moravia, Inc.
US Experience
About the Speaker: Olga Melnikova
• 2015, 2016 - winner of LocJAM, a non-profit worldwide game localization contest (www.locjam.org).
• 2015 – now – performs with the O’NO band that plays songs in 10 languages.
US Experience
AGENDA
•Globalization (G11n)
• Internationalization (I18n)
•Localization (L10n)
GOING GLOBAL
•High-tech companies: Silicon Valley, WA, NY
•Cloud-based services and other products
•A lot of clients and a lot of vendors
DEFINITIONS
• Globalization is developing, manufacturing and marketing an application (software, web application, etc.) that is intended for worldwide distribution. It means coming up with an idea that needs to be shared with other cultures.
Source: Max Troyer, MIIS Professor
• Internationalization is implementation of software or database changes required to support local formatting conventions in a certain market. It includes support for character sets (Unicode), dates, currency, sorting methods and text direction.
Source: Max Troyer, MIIS Professor
DEFINITIONS
DEFINITIONS• Localization involves taking a product and making it linguistically and culturally appropriate to the target locale (country / region and language) where it will be used and sold. It can mean “translation”, but not always. Localization is bigger than translation and it is related to technology.
Source: Max Troyer, MIIS Professor
L10N:
•Websites
•Software
•Desktop apps
•Mobile apps
•Videos (subtitling, voice-over, dubbing)
•Computer games
•CAT tools
•Machine Translation
•Crowdsourcing
•DTP
HOW ARE THOSE 3 RELATED?
It is a point in time when you decide: I need this in more than 1 language. The sooner this idea arrives, the better.
Even BEFORE you create the product, you know it will go global You decide to go
global AT THE TIME of creating the product
You decide to go global AFTER you already created the product
HOW ARE THOSE 3 RELATED?
Huge Profit
Good profit
Average profit
This is your market share, depending on what strategy you choose (when you decide to start)
Small profit
T9N EXAMPLEEarly Soviet times – the authors did not write in a “generic” language about a “generic” country
Граждане! Уважайте пружинный
матрац в голубых цветочках! Это —
семейный очаг, альфа и омега
меблировки, общее и целое
домашнего уюта, любовная база,
отец примуса! Как сладко спать под
демократический звон его пружин!
Какие сладкие сны видит человек,
засыпающий на его голубой дерюге!
Каким уважением пользуется каждый
матрацевладелец!
L10N EXAMPLE
When a product is successful, the company decides to localize it into many languages. However, since the original product has already been created, adapting it to other countries might become very expensive…
L10N EXAMPLE
DE is longer than EN so fields sometimes are too short for a localized string => expensive code modification needs to be done
I18N EXAMPLE
Modifications need to be implemented to the code at the moment of the original product creation, not later on.
I18NDate, time, currency, temperature, number format is not “hard-coded”, these are variables that may change, depending on the settings.
• USD vs RU
• °C vs °F
• 1,000 vs 1000
• 06/28/2015 -> 28/06/2015
• 2 pm -> 14:00
G11N EXAMPLEFrozen ranks as the highest-
grossing animated film of all
times.
Why?
• “Simpack”: simultaneous
release in many languages
• Original English text is
neutral and easy to adapt
to many markets (unlike
The Twelve Chairs)
HOW ARE THOSE 3 RELATED?
Huge Profit
Good profit
Average profit
This is your market share, depending on what strategy you choose (when you decide to start)
Small profit
GILT (G11N, I18N, L10N, T9N)
GILT is the best model for your content to go global
GILT means moving localization upstream
It helps to maximize profit and minimize downstream costs
