Language Variations and Common Challenges in Latin America
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This document discusses language variations and challenges in Latin America. It notes that while Spanish and Portuguese are the dominant languages, there are regional differences in vocabulary, grammar, and pronunciation. Ensuring high quality translations requires defining criteria, identifying stakeholders, using style guides, and getting feedback. The author shares their experience working at Microsoft in the 1990s, when they helped establish neutral Spanish translations for Windows 95. They also discuss how the localization industry in Latin America has grown and now faces challenges like machine translation.
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Language Variations and Common Challenges in Latin America
- 1. Language Variations and Common Challenges in Latin America Larisa Leon de Pairault Operational Manager Consulting Services
- 2. Agenda • Facts about LATAM - Public Information • Best Practices/Challenges/Experiences • Language variations • Quality Assurance • Back in the day - Windows ’95 • My world around LATAM • Suppliers 11/1/2012 2
- 3. LATAM’s growth for 2011 – 2012 Argentina 5% Brazil 4,3% Chile 5,8% Colombia 4,3% Mexico 4,1% G7 countries 2,0% European Union 1,7% Source: International Monetary Fund, Scotiabank Group 11/1/2012 3
- 4. LATAM doubles the WW rate of online Population 11/1/2012 4
- 5. Internet penetration in South America is relatively small Online population of LATAM will boom increasing the internet penetration however this is 11/1/2012 5
- 6. Most Major markets in LATAM have grown significantly 11/1/2012 6
- 7. By 2014, global e-commerce spending is projected to increase more than 90 percent. In Latin America, the amount spent online is projected to more than double. 11/1/2012 7
- 8. It’s not a matter of size 2% 1% It’s about development 3% 1% 3% Brasil Mexico 4% Chile 4% • Infrastructure Venezuela 4% • Technology adoption Argentina • Supply of goods & services 5% Caribe sin PR • Buying patterns & cultures • Banking & credit card Centro Am. 61% penetration 12% Puerto Rico Colombia Peru Other 11/1/2012 8
- 9. LATAM more mobile phones than people 11/1/2012 9
- 10. Twitter.com Top 15 Markets by % Research 11/1/2012 Source: comScore 10
- 11. Hispanic population will grow 167% in the USA from 2010- 2050 across all ages It is also projected that by 2050, Hispanics will account for 30% of the U.S. population. Which is almost double from their current percentage 11/1/2012 11
- 14. Sharing best practices challenges & experiences Larissal experiences @ Microsoft
- 15. Language Spain, Argentina, Cuba, Mexico, Puerto Variations Rico, Venezuela etc. Iberian Spanish and LATAM Spanish - British English and American English Differences Pronunciation – Z/S , -S, CH, Grammar – tense, pronoun vos/tu Vocabulary – Slang Region acknowledgement is important - differences aren't so extreme 11/1/2012 15
- 16. Quality • Define criteria Assurance • Identify stakeholders • Validate your quality • Glossaries & Style guides • Identify task timeline/Schedule • Feedback implementation • Survey • Close the loop 11/1/2012 16
- 17. Back in the • First terminologist (1989) - Jose Riesco day and joselr@microsoft.com • Internal test Windows ‘95 • Localization on-site • Neutral Spanish was born approx 30% • MS Style guide book • My story • How I was hired • My real skill set • The challenges • My job evolved and I learnt 11/1/2012 17
- 18. LATAM in Marketing Localization Services Need Constrains Linguistic • Technical neutral • Software region specific • Marketing region specific Delivery challenges Next challenge Machine translation 11/1/2012 18
- 19. Suppliers Identify a good supplier 11/1/2012 19
- 20. Resources • 2011 Latin America Internet Market Research & Outlook – by Gustavo Victorica | CFO @ Fnbox.com – Online Adventures • Jose Riesco joselr@microsoft.com • Ansgar Grosse-Wilde Ansgar.Grosse- Wilde@microsoft.com • Irene Joergensen ijoergen@microsoft.com • Carla Hurd carlap@microsoft.com © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION
Notes de l'éditeur
- 1/3rd of the country
- Internet usage is has increased dramatically in LATAM and in the last years Brazil and Argentina have the fastest growth in the world Brazil, Russia, India and China
- While the comparison isn't completely accurate, the differences between the Spanish of Spain and the Spanish of Latin America are something like the differences between British English and American English. People from throughout the Spanish-speaking world can communicate with each other as easily as people throughout the English-speaking world can. There are differences, more so in the spoken language than in writing, but they aren't so extreme that you can't learn the differences as you need them