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The localisation industry
A 38 billion dollar market
Elisa Alonso & Elena de la Cova
Elisa Alonso & Elena de la Cova
Content
A.  Context
B.  GILT
C.  Going global
D.  Tools
E.  Case studies
Elisa Alonso & Elena de la Cova
Context
the World and Spain
Elisa Alonso & Elena de la Cova
Top richest countries 2015
Elisa Alonso & Elena de la Cova
Source: http://www.mapsofworld.com/
Fastest growing economies
Elisa Alonso & Elena de la Cova
Source: http://www.mapsofworld.com/
Languages with the most native speakers
Elisa Alonso & Elena de la Cova
Source: https://www.washingtonpost.com/news/worldv...
What languages people learn all over the
world
Elisa Alonso & Elena de la Cova
Source: https://www.washingtonpost.com/news...
99.9 % of Spanish corporations are SME (0-249 employees)
95.9% of Spanish corporations are micro SME (0-9 employees)
Sourc...
Most recently created SMEs in Spain are primarly…
Source 1: By FrankVincentz - Own work, CC BY-SA 3.0, https://commons.wik...
International economic climate
Restricted access to financing
Small size of retailers
Lack of experience in internationali...
GILT (G11N + I18N + L10N + T9N)
Elisa Alonso & Elena de la Cova
What is NOT localization
Elisa Alonso & Elena de la Cova
Source: http://www.upo.es/fhum/portada
What IS localisation
Elisa Alonso & Elena de la Cova
Source: http://www.kelloggs.es/
Looking back…
Elisa Alonso & Elena de la Cova
Elisa Alonso & Elena de la Cova
Prof. Mª Elena de la Cova Morillo-Velarde
Elisa Alonso & Elena de la Cova
Localising is not only about translating from
one natural language to another….
Elisa Alonso & Elena de la Cova
Elisa Alonso & Elena de la Cova
Source: http://www.andalucia.org/
Elisa Alonso & Elena de la Cova
Source: http://www.andalucia.org/
Localising also implies adapting to a certain
locale …
Elisa Alonso & Elena de la Cova
Elisa Alonso & Elena de la Cova
Source: https://twitter.com/
Elisa Alonso & Elena de la Cova
Source: https://twitter.com/japan
Localising also implies forseeing technical
issues from the design phase (I18N)
Internationalization (I18n) is the process...
Elisa Alonso & Elena de la Cova
http://www.google.es/adwords/
Elisa Alonso & Elena de la Cova
https://www.google.com/intl/ar/adwords/
Localising also implies a deeper change
within a company (G11N)
Globalization (G11n) addresses the business issues associa...
Elisa Alonso & Elena de la Cova
Source: http://spain.100montaditos.com/
Elisa Alonso & Elena de la Cova
Source: http://us.100montaditos.com/
!  Transla'on	is	the	key	task	in	localiza'on	
!  +Cultural	adjustments	(currency,	dates,	symbols,	etc.)		
!  +Audio	and	vi...
The 2014 market for outsourced language services is US$37.19
billion. It is growing at an annual rate of 6.23%.
The Langua...
Actors
Elisa Alonso & Elena de la Cova
Elisa Alonso & Elena de la Cova
http://www.statista.com/statistics/257656/size-of-the-global-language-services-market/
LSP revenue composition by industry
Elisa Alonso & Elena de la Cova
Most demanded services to translators
Elisa Alonso & Elena de la Cova
Top15 LSP in Southern Europe
Elisa Alonso & Elena de la Cova
Source: Common Sense Advisory, Inc.
Elisa Alonso & Elena de la Cova
Source: Common Sense Advisory 2012
Going global
Elisa Alonso & Elena de la Cova
To consider…
Elisa	Alonso	&	Elena	de	la	Cova	
I	want	to	expand	my	business	globally	and	I	need	to	translate	
my	corporate	...
I wanna expand my business, why should I have my website
in English?
!  English is THE main business language
!  Professio...
Website in English
Elisa Alonso & Elena de la Cova
Source: European Commission 2011
Multilingual website
Elisa Alonso & Elena de la Cova
Some strategic decisions…
!  Design your international strategy: who do you want to
reach?
!  What are your human, technic...
A Web Localization “To Do” List
!  Rewrite the text
!  Translate the text
!  Modify the graphics
!  Create new graphics
! ...
International writing
Elisa	Alonso	&	Elena	de	la	Cova
International writing
Elisa	Alonso	&	Elena	de	la	Cova
International writing
Elisa Alonso & Elena de la Cova
International writing
Elisa Alonso & Elena de la Cova
Empower localization teams
Elisa	Alonso	&	Elena	de	la	Cova
Empower localization teams
Elisa	Alonso	&	Elena	de	la	Cova
Localization gaffes
Elisa	Alonso	&	Elena	de	la	Cova
Localization gaffes
Elisa	Alonso	&	Elena	de	la	Cova
Localization gaffes
Elisa	Alonso	&	Elena	de	la	Cova
Source: www.economiadigital.es
Source: www.abc.es
When localisation is a waste of time…
Elisa Alonso & Elena de la Cova
Source: http://www.turismoutrera.org
My students can make it better…
Elisa Alonso & Elena de la Cova
Source: http://mariatrad.wix.com/discoverutrera
Tools
Elisa Alonso & Elena de la Cova
WYSIWYG: Word
Elisa Alonso & Elena de la Cova
Text editors: jEdit
Elisa Alonso & Elena de la Cova
CAT Tools: SDL Trados Studio
Elisa Alonso & Elena de la Cova
CAT Tools: Helium
Elisa Alonso & Elena de la Cova
CAT Tools: WebBudget
Elisa Alonso & Elena de la Cova
CAT Tools: OmegaT
Elisa Alonso & Elena de la Cova
CAT Tools: MemoQ
Elisa Alonso & Elena de la Cova
CAT Tools: Google Translator Toolkit
Elisa Alonso & Elena de la Cova
Web design editors: Dreamweaver
Elisa	Alonso	&	Elena	de	la	Cova
Why should I use a CMS?
!  Do I have duplicate (or almost duplicate) content?
!  Do I publish in different languages?
!  I...
GMS: Smartling
Elisa	Alonso	&	Elena	de	la	Cova
Case studies
Elisa Alonso & Elena de la Cova
What	do	you	think	about	these	websites?	
!  hMp://www.caminosdepasion.com/	
!  hMp://www.baradaluxury.com/es/index.html	
!...
Thank you!
Gracias
Elisa Alonso & Elena de la Cova
Bibliografía
Elisa Alonso & Elena de la Cova
!  European Commission 2011. User Language Preferences Online.
Eurobarometer....
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El sector de la localización

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Presentación en la que se apoyaron Elena de la Cova y Elisa Alonso para impartir el #Aprenday del día 4 de marzo sobre Localización, titulado: "El sector de la localización: 38.000 millones de dólares anuales que se gastan ¿en qué?"

Publié dans : Marketing
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El sector de la localización

  1. 1. The localisation industry A 38 billion dollar market Elisa Alonso & Elena de la Cova Elisa Alonso & Elena de la Cova
  2. 2. Content A.  Context B.  GILT C.  Going global D.  Tools E.  Case studies Elisa Alonso & Elena de la Cova
  3. 3. Context the World and Spain Elisa Alonso & Elena de la Cova
  4. 4. Top richest countries 2015 Elisa Alonso & Elena de la Cova Source: http://www.mapsofworld.com/
  5. 5. Fastest growing economies Elisa Alonso & Elena de la Cova Source: http://www.mapsofworld.com/
  6. 6. Languages with the most native speakers Elisa Alonso & Elena de la Cova Source: https://www.washingtonpost.com/news/worldviews/wp/2015/04/23/the-worlds-languages-in-7-maps-and-charts/
  7. 7. What languages people learn all over the world Elisa Alonso & Elena de la Cova Source: https://www.washingtonpost.com/news/worldviews/wp/2015/04/23/the-worlds-languages-in-7-maps-and-charts/
  8. 8. 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 Elisa Alonso & Elena de la Cova
  9. 9. Most recently created SMEs in Spain are primarly… Source 1: By FrankVincentz - 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 Elisa Alonso & Elena de la Cova Retail sales Beverage and food services
  10. 10. 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 Elisa Alonso & Elena de la Cova
  11. 11. GILT (G11N + I18N + L10N + T9N) Elisa Alonso & Elena de la Cova
  12. 12. What is NOT localization Elisa Alonso & Elena de la Cova Source: http://www.upo.es/fhum/portada
  13. 13. What IS localisation Elisa Alonso & Elena de la Cova Source: http://www.kelloggs.es/
  14. 14. Looking back… Elisa Alonso & Elena de la Cova
  15. 15. Elisa Alonso & Elena de la Cova
  16. 16. Prof. Mª Elena de la Cova Morillo-Velarde
  17. 17. Elisa Alonso & Elena de la Cova
  18. 18. Localising is not only about translating from one natural language to another…. Elisa Alonso & Elena de la Cova
  19. 19. Elisa Alonso & Elena de la Cova Source: http://www.andalucia.org/
  20. 20. Elisa Alonso & Elena de la Cova Source: http://www.andalucia.org/
  21. 21. Localising also implies adapting to a certain locale … Elisa Alonso & Elena de la Cova
  22. 22. Elisa Alonso & Elena de la Cova Source: https://twitter.com/
  23. 23. Elisa Alonso & Elena de la Cova Source: https://twitter.com/japan
  24. 24. 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 Elisa Alonso & Elena de la Cova
  25. 25. Elisa Alonso & Elena de la Cova http://www.google.es/adwords/
  26. 26. Elisa Alonso & Elena de la Cova https://www.google.com/intl/ar/adwords/
  27. 27. 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) Elisa Alonso & Elena de la Cova
  28. 28. Elisa Alonso & Elena de la Cova Source: http://spain.100montaditos.com/
  29. 29. Elisa Alonso & Elena de la Cova Source: http://us.100montaditos.com/
  30. 30. !  Transla'on is the key task in localiza'on !  +Cultural adjustments (currency, dates, symbols, etc.) !  +Audio and video adjustments (pictures, videos, colour, etc.) !  +Technical environment !  +Other ac'vi'es: transla'on tools management, project management, tes'ng, etc. (Alonso and De la Cova 2013) Localization vs. Translation Elisa Alonso & Elena de la Cova
  31. 31. 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 Elisa Alonso & Elena de la Cova
  32. 32. Actors Elisa Alonso & Elena de la Cova
  33. 33. Elisa Alonso & Elena de la Cova http://www.statista.com/statistics/257656/size-of-the-global-language-services-market/
  34. 34. LSP revenue composition by industry Elisa Alonso & Elena de la Cova
  35. 35. Most demanded services to translators Elisa Alonso & Elena de la Cova
  36. 36. Top15 LSP in Southern Europe Elisa Alonso & Elena de la Cova Source: Common Sense Advisory, Inc.
  37. 37. Elisa Alonso & Elena de la Cova Source: Common Sense Advisory 2012
  38. 38. Going global Elisa Alonso & Elena de la Cova
  39. 39. To consider… Elisa Alonso & Elena de la Cova I want to expand my business globally and I need to translate my corporate website… what shall I do? “The thinking tends to be “Let’s get the site done. Then we’ll send it for transla7on and off we’ll go”. If only it were so easy!” (Multilingual Computing 2008)
  40. 40. 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 Elisa Alonso & Elena de la Cova
  41. 41. Website in English Elisa Alonso & Elena de la Cova Source: European Commission 2011
  42. 42. Multilingual website Elisa Alonso & Elena de la Cova
  43. 43. 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) Elisa Alonso & Elena de la Cova
  44. 44. 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) Elisa Alonso & Elena de la Cova
  45. 45. International writing Elisa Alonso & Elena de la Cova
  46. 46. International writing Elisa Alonso & Elena de la Cova
  47. 47. International writing Elisa Alonso & Elena de la Cova
  48. 48. International writing Elisa Alonso & Elena de la Cova
  49. 49. Empower localization teams Elisa Alonso & Elena de la Cova
  50. 50. Empower localization teams Elisa Alonso & Elena de la Cova
  51. 51. Localization gaffes Elisa Alonso & Elena de la Cova
  52. 52. Localization gaffes Elisa Alonso & Elena de la Cova
  53. 53. Localization gaffes Elisa Alonso & Elena de la Cova Source: www.economiadigital.es Source: www.abc.es
  54. 54. When localisation is a waste of time… Elisa Alonso & Elena de la Cova Source: http://www.turismoutrera.org
  55. 55. My students can make it better… Elisa Alonso & Elena de la Cova Source: http://mariatrad.wix.com/discoverutrera
  56. 56. Tools Elisa Alonso & Elena de la Cova
  57. 57. WYSIWYG: Word Elisa Alonso & Elena de la Cova
  58. 58. Text editors: jEdit Elisa Alonso & Elena de la Cova
  59. 59. CAT Tools: SDL Trados Studio Elisa Alonso & Elena de la Cova
  60. 60. CAT Tools: Helium Elisa Alonso & Elena de la Cova
  61. 61. CAT Tools: WebBudget Elisa Alonso & Elena de la Cova
  62. 62. CAT Tools: OmegaT Elisa Alonso & Elena de la Cova
  63. 63. CAT Tools: MemoQ Elisa Alonso & Elena de la Cova
  64. 64. CAT Tools: Google Translator Toolkit Elisa Alonso & Elena de la Cova
  65. 65. Web design editors: Dreamweaver Elisa Alonso & Elena de la Cova
  66. 66. 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… Elisa Alonso & Elena de la Cova
  67. 67. GMS: Smartling Elisa Alonso & Elena de la Cova
  68. 68. Case studies Elisa Alonso & Elena de la Cova
  69. 69. What do you think about these websites? !  hMp://www.caminosdepasion.com/ !  hMp://www.baradaluxury.com/es/index.html !  hMp://www.jolca.es/jolca/ !  hMp://www.bodegas'opepe.com/ Localization Elisa Alonso & Elena de la Cova
  70. 70. Thank you! Gracias Elisa Alonso & Elena de la Cova
  71. 71. Bibliografía Elisa Alonso & Elena de la Cova !  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/]

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