In this session, Hans Fenstermacher, CEO of of the Globalization and Localization Association (GALA) looks at five questions that constantly come up in the language service business and provides some answers to them: 1. What is the difference between translation and localization? 2. Why is localization so hard? 3. Why is localization so expensive? 4. Aren’t most language service providers basically the same? 5. Can’t computers translate most everything now?

1. 5 Things You Always Wanted to
Know About Localization*
Hans Fenstermacher, CEO!
GALA!
hfenstermacher@gala-global.org !
!
*But Were Afraid to Ask!

2. “Just one more thing...”!

3. !
!
!
!
!
!
!
!
!
!
!
http://www.youtube.com/watch?v=biW9BbWJtQU

7. What’s the difference between
translation and localization?*
*HINT: Nothing. Also everything.!

8. For being in the
language
business,we sure can be
bad at communicating!

9. http://www.youtube.com/watch?v=1fuDDqU6n4o!

10. Rule #1:
Determine what
you need!

11. Rule #2:
Set
Expectations
for everyone!

12. Rule #3:
See
Rule #2!

14. Why is localization so hard?
*HINT: Because life is.!

15. Language
– like breathing –
still isn’t viewed as a
skill!

16. http://www.youtube.com/watch?v=kAG39jKi0lI!

17. The
Goldilocks /
Ricitos de oro /
Cachos dorados
dilemma!

18. Why is localization so expensive?
*HINT: It isn’t.!

19. “Translation?
that’s easy.Now,
engineering...
That’s hard.”!

20. http://www.youtube.com/watch?v=R2a8TRSgzZY

21. Aren’t most localization providers
basically the same?
*HINT: Yes, just like most restaurants.!

23. “I do not sell.
I buy for
my customer.
If I buy correctly,
I never have to
sell anything.”

24. “Quality is not
what the supplier puts in.
It is what the
customer gets out and
is willing to pay for.
Customers pay only for
what is of use to them
and gives them value.”

25. Don’t computers translate most
everything now?

26. http://www.youtube.com/watch?v=qucf2-ltFMo

27. http://www.youtube.com/watch?v=HwBmPiOmEGQ

28. What’s the difference between
translation and localization?
Why is localization so hard?
Why is localization so expensive?
Aren’t most localization providers
basically the same?
Don’t computers translate most
everything now?