In November, we wrote an article for Global Business Magazine ?Lost in translation buying?. In the article we briefly outlined two steps to be followed which will help localisation buyers.
The article proved to be quite popular with many people looking for more information ? so I thought I would share their tips for ?localising effectively to reach audiences around the world? which is set to appear in tcworld?s February monthly magazine.
1.?? ?GALA suggest that to begin with, the most important thing is to understand the differences between translation, localisation and internationalisation.
Translation refers to written communication that is provided in a language other than the original ?source? language.
Localisation refers to the practice if adapting your products and services to local markets, including taking into account cultural, regulatory, legal and other issues specific to the locale where you are communicating.
Internationalisation evolved out of translation and localisation with the goal of having original content ready for internationalisation. It is particularly important for software developers concerned with global reach.
2.?? ?Then analyse what needs to be translated and what needs to be localised. For example, if your website is your main marketing and communications tool, this may be the first item to translate. You may also want to localise your website, taking into account not just the text but also the graphics, domains and international search engine options.
It is crucially important that you decide on the right languages you translate in to. Do a market analysis of where both your customers and target market are based and use this as your starting point. Once these locations are identified, you must remember to be careful to include the right languages and dialects used in these areas. Pay specific attention to regional variations.
3.?? ?Preparation is vital to a successful launch of your translation and localisation project. Identify how this project is going to fit into your current plans by asking some key questions:
a.?? ?Will this be a long-term, ongoing project with regular updates, or will it be a one-off project?
b.?? ?Are you trying to reach one language market only, or are you planning to eventually reach out to multiple language audiences? In order to deploy translation and localisation strategically, it is important to understand these overall business objectives.
There are also other factors which must be considered when preparing to launch which include; ensuring the source materials can be easily adapted and is finalised before the project begins and make sure the translator or translation company understands the text.
4.?? ?At this stage you should have identified the content and which markets are most important, so it is time to assign the project to a language expert. There are a few choices available; freelance translators , that is to say? independent contractors who only translate into their native tongue. There are language service providers (LSP?s, like Conversis) who can facilitate both the translation and localisation aspects and generally into all the languages required.? This is most often the fully outsourced option, when recognising that language projects are not a core competency in your organization and looking for expert help to manage the project. Other options may include machine translation (in the right circumstances) or even employees within your own company, although this often produces mixed results.
5.?? ? It is critical that you take the time to find the right method for executing your project and, in particular the right partner.? Does your LSP take the time to really understand your project, your objectives and your business? Can they point to a record of success in your sector? Do they explain their processes (particularly quality control) clearly and transparently to you?
To those undertaking translation or localisation projects for the first time, this can all seem quite daunting. In essence its the same as any other important project. Do your research and get the right advice and you?ll be fine!
Read more:
The Conversation, Lost in Translation Buying, November 2012
TCWorld, Localising effectively to reach audiences around the world, February 2012
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