Perspectives on Localization by Keiran J. Dunne

By Keiran J. Dunne

Over the last twenty years, overseas alternate agreements similar to GATT and NAFTA have decreased overseas alternate boundaries. even as, the knowledge revolution has fueled profound shifts within the methods businesses behavior enterprise and converse with their consumers, and all over the world popularity of the ISO 9000 ordinary has proven the suggestion that caliber has to be outlined by way of patron pride. Falling exchange limitations and emerging caliber criteria have made linguistic and cultural matters more and more very important. To effectively compete in today’s international on-demand financial system, businesses needs to localize their services to slot the desires of the neighborhood industry by way of language, tradition, performance, paintings practices, in addition to criminal and regulatory necessities. In popularity of the growing to be significance of localization, this quantity explores a definite variety of key matters, including:

• go back on funding and the localization company case
• Localization price drivers and cost-containment suggestions
• Localization caliber and customer-focused caliber administration
• demanding situations posed by means of localization of video games, together with hugely Multiplayer on-line Role-Playing video games (MMORPGs)
• utilizing a meta-language to facilitate exact translation of disembodied content material
• The case for dealing with source-language terminology
• Terminology administration within the localization strategy
• Reconciling wishes and educational ambitions in localization schooling
• Localization criteria and the commoditization of linguistic details
• The production and alertness of language criteria
• Rethinking customer-focused localization via user-centered layout
• relocating from
translation reuse to language reuse

Show description

By Keiran J. Dunne

Over the last twenty years, overseas alternate agreements similar to GATT and NAFTA have decreased overseas alternate boundaries. even as, the knowledge revolution has fueled profound shifts within the methods businesses behavior enterprise and converse with their consumers, and all over the world popularity of the ISO 9000 ordinary has proven the suggestion that caliber has to be outlined by way of patron pride. Falling exchange limitations and emerging caliber criteria have made linguistic and cultural matters more and more very important. To effectively compete in today’s international on-demand financial system, businesses needs to localize their services to slot the desires of the neighborhood industry by way of language, tradition, performance, paintings practices, in addition to criminal and regulatory necessities. In popularity of the growing to be significance of localization, this quantity explores a definite variety of key matters, including:

• go back on funding and the localization company case
• Localization price drivers and cost-containment suggestions
• Localization caliber and customer-focused caliber administration
• demanding situations posed by means of localization of video games, together with hugely Multiplayer on-line Role-Playing video games (MMORPGs)
• utilizing a meta-language to facilitate exact translation of disembodied content material
• The case for dealing with source-language terminology
• Terminology administration within the localization strategy
• Reconciling wishes and educational ambitions in localization schooling
• Localization criteria and the commoditization of linguistic details
• The production and alertness of language criteria
• Rethinking customer-focused localization via user-centered layout
• relocating from
translation reuse to language reuse

Show description

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Additional resources for Perspectives on Localization

Example text

As such, the location of the tag may need to be changed in the localized sentence. Other tags such as

  • , which tell the browser to display the corresponding content in an ordered list format, should not be touched by the user. 2. A translation memory is a database that records the translation work performed on any content so that it can be reused (recycled) on the fly. 1 49 50 Carla DiFranco Figure 3. In this example, tags are parsed and automatically protected from accidental change or deletion.

    DePalma Table 5. The cost of localizing — and not. Marketing Sales Usability Support Out-of-pocket Translation and Engineering Translation and Translation costs expense for adaptation costs remediation to adaptation costs for FAQs; inlocalization for marketing adapt transaction for owner manu- language search; knowledge base; materials such as and operational als, FAQs, and online assistance diagnostics printed collateral, systems Web sites, and advertising Costs of not Local, regional, and more localized international competitors gain share; sudlocalizing den loss of market share; customers develop loyalties to a competing brand Sales limited to Bad reputation Limited reach of Frustrated customthose who are for usability; marketing proers; expensive comfortable brand damage; grams problem resoluin the nuances and higher sup- tion through call of the English port costs centers language Source: Common Sense Advisory, Inc.

    Other markets — such as Central Europe and Brazil — will insist less on perfection, finding satisfaction in sincere, albeit sometimes mediocre, efforts. Executives should expect that even these tolerant markets will become less forgiving over time as they move from being prospects to buyers (see Table 5). Their ROI calculations should be sensitive to assess the potential damage of not localizing. They should factor in the decreased competitiveness, lower usability, and higher customer service costs of products not adapted to international market requirements.

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