El sector de la localización

The localisation industry A 38 billion dollar market

Elisa Alonso & Elena de la Cova


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


Context the World and Spain


Top richest countries 2015


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

Fastest growing economies


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

Languages with the most native speakers


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


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


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


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


GILT (G11N + I18N + L10N + T9N)


What is NOT localization


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

What IS localisation


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

Looking back…


Prof. Mª Elena de la Cova Morillo-Velarde

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



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

Localising also implies adapting to a certain locale …



Source: https://twitter.com/


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



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


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)



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


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

ElisaAlonso&ElenadelaCova

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


Actors



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

LSP revenue composition by industry


Most demanded services to translators


Top15 LSP in Southern Europe


Source: Common Sense Advisory, Inc.

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

Going global


To consider…


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


Website in English


Source: European Commission 2011

Multilingual website


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)


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)


International writing


Empower localization teams


Localization gaffes


Localization gaffes


Source: www.economiadigital.es

Source: www.abc.es

When localisation is a waste of time…


Source: http://www.turismoutrera.org

My students can make it better…


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

Tools


WYSIWYG: Word


Text editors: jEdit


CAT Tools: SDL Trados Studio


CAT Tools: Helium


CAT Tools: WebBudget


CAT Tools: OmegaT


CAT Tools: MemoQ


CAT Tools: Google Translator Toolkit


Web design editors: Dreamweaver


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…


GMS: Smartling


Case studies


Whatdoyouthinkaboutthesewebsites?

! hMp://www.caminosdepasion.com/

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

Localization


Thank you! Gracias


Bibliografía


! 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/]

El sector de la localización

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