Transcript Blowback Localisation
ELITEX 2008 Lodhi Road New Delhi 17-18 January 2008
Electronics and Information Technology Exposition Seminar Sessions: Securing Indian Cyber Space
Localisation
The Global Perspective
Reinhard Schäler Director University of Limerick [email protected]
www.localisation.ie
TM
The Localisation Research Centre
About A research centre of the University of Limerick, established in 1995 at the Department of Computer Science and Information Systems.
Our mission To provide relevant well-researched content-rich information on future trends and technologies University of Limerick Offers one-year taught, grant supported Graduate Diploma in Localisation Technology Master of Science in Global Computing and Localisation Area Coordinator Localisation in multi-million euro Next Generation Localisation Centre funded by Irish Government (2007-2012) Funded PhD and PostDoc positions open -> www.localisation.ie
We educate the best minds in internationalisation and localisation.
(c) LRC 2008 2 of 26
What is Localisation?
Involves taking a product and making it linguistically and culturally appropriate Is the process of adapting a product
… the linguistic and cultural adaptation of
where it will be used and sold.
(lisa.org)
… the provision of services and technologies for the management of multilinguality across the digital, global information flow.
The process of adapting a program
[… the commoditisation of translation services.]
(microsoft.com) (ibm.com)
In 2008, the industry is estimated to be worth US$10b
(c) LRC 2008 3 of 26
Agenda
Why localise?
Perspective matters
What are the challenges?
It’s not just translation
How to respond?
Localisation R&D (c) LRC 2008 4 of 26
1
Why Localise?
Perspective matters
And so these men of Indostan Disputed loud and long, Each in his own opinion Exceeding stiff and strong, And all were in the wrong!
The Elefant Story
Though each was partly in the right,
Moral:
So oft in theologic wars, The disputants, I ween, Rail on in utter ignorance Of what each other mean, And prate about an Elephant Not one of them has seen!
American poet John Godfrey Saxe (1816-1887) based this poem, "The Blind Men and the Elephant", on a fable that was told in India many years ago. It is a good warning about how our (sensory) perceptions and perspectives can lead to misinterpretations. (c) LRC 2008 6 of 26
Single-dimensional mainstream
Localisation
Increase return on investment (ROI)
IF there are markets rich enough to buy our products THEN adapt our already developed products superficially to the requirements of these markets (with a minimum effort) AND sell them into these new markets for a similar price as the original product (there is no easier way to make money) Short-term tunnel vision Low risk – low value – low return (c) LRC 2008 7 of 26
Localisation Business Case, step 4
4. Priority Assessment Classify your geographical regions according to three tiers
, with Tier 1 being the most important, e.g.
Tier 1 Tier 2
English, German, Chinese and Japanese French, Italian and Spanish
Tier 3
Polish, Czech, and Russian Knowing what regions fall into which tiers will help you set priorities, budgets, schedules, and resources. And finally, be sure to get upper management to approve these priorities. World Regions ( Internet Penetration ) Africa Asia
Europe
Middle East
North America
Latin America/Caribbean
Oceania / Australia
Richest countries 2004 GNP per capita in US$ Luxembourg $56,380 Norway Switzerland $49,600
U.S.A.
$51,810 $41,440 Denmark Iceland $40,750 $37,920
Japan
Sweden
Ireland U.K.
$37,050 $35,840 $34,310 $33,630 Notes: 1/ Scandinavian countries are rich but have a small population. 2/ FIGS are highly developed and have big populations. 3/ China is poor but has a huge population.
(c) LRC 2008 8 of 26
Countries according to their GDP
GDP per capita >US$15,000 ■ US$3-10,000 ■ US$10-15,000 US$1-3,000 in pink ■
(c) LRC 2008 9 of 26
Multi –dimensional non-mainstream
Localisation
Social reasons Bridging the social divide Political reasons Access to information Cultural reasons Survival of languages and cultures Long-term investment Market penetration (c) LRC 2008 10 of 26
A different perspective
No room for growth in USA, little room in Europe and enormous growth potential in Asia. – From short-term ROI to long term investment.
(c) LRC 2008 11 of 26
Hightech for the Poorest
Annual growth rate of users of mobile phones 1999-2004 in % Percentage of users with prepaid cards, 2004
(c) LRC 2008 12 of 26
Country road to data highway
(c) LRC 2008 13 of 26
Perspective matters
Your viewpoint does not only reveal opportunities It can also cloud your judgement and hide them from you Changing your perspective can help you to avoid misinterpretations and generate new points of view
2
What are the Challenges?
It’s not just translation
Challenges and projected growth
More languages in less time without an increase in budget (target: 10-20% increase in productivity p.a.) Language technologies Process automation Business models: crowdsourcing, wikifization, community L10N Enterprise and consumer localisation Scheduled, large volumes, deltas Adhoc, small volumes, instant Multidimensional localisation Instrument of commercial globalisation Instrument of political, cultural, social globalisation (c) LRC 2008 16 of 26
The localisation industry
Vectors of scalability and growth
Geography / Languages Culture Delta Values Simship Global Standards Rights How to deal with today’s main localisation challenge: Simship a growing volume of continuously being released digital content into more languages with an acceptable quality but without an increase in cost.
Medium of delivery Asia Europe Symbols CD-ROM Online Pure Internet-based Proprietary Trial & Error Manuals/UI Documents/ Boxed products ROI Open General technical Investment Continuous RCycles Any content Content Rights-based Rationale (c) LRC 2008 17 of 26
Industry Trends
Traditional Limited versions Craftspeople (art) Slow manual process Domestic market Future Large scale Professionals (business) Fast turnover Global competition Automation – Standardisation – Process Control (c) LRC 2008 18 of 26
Lessons from other industries
Other industries faced similar issues Had to standardise in order to automate The most successful standard ever: the 60 o angle with flattened apex screw Took a long time to develop Required the agreement and support of many people, highly political process Was needed
It ushered in the assembly line and mass production and ushered out the world of craftsmen and customized production.
(c) LRC 2008 19 of 26
It’s not
just
translation
Once internationalisation and basic linguistic issues have been addressed, process automation is key when responding to new localisation challenges and projected growth.
Learn from other industries – standardisation and interoperability pre-requisites for automation.
3
How to respond?
Localisation R&D
R&D infrastructure and targets
Develop standards in localisation Demonstrate their advantages Evangelise Be pragmatic Develop demonstrators, conceptualise Commercialise concepts Make products available, demonstrate benefits Commercial Open Source (c) LRC 2008 22 of 26
All target data
The potential for an Automated Platform
Linguistic Metadata XLIFF as the Localisation Memory All native source material String-based Translation Directives Translation Router According to time, quality and budget requirements Using available resources Status and process informatio n Previous Translations
Localisation Request
TM TermDB MT Editor XLIFF XLIFF XLIFF Analyser WCount VerCntl Human Localisation Services Leverager Services and Distribution (c) LRC 2008 XLIFF
Localisation Response
23 of 26
Benefits of tools distribution and process automation platform
Better access to technology – increase in uptake More localised digital content: more linguistic and cultural diversity – less cultural dominance Benefits will mostly be in the social, cultural and political space Citizens, governments and social partners Dramatical improvement of access to digital information (medical, eGovernment, news, … knowledge) A significant investment is required International collaboration will reduce costs and produce better results Investment to be made by interested parties (c) LRC 2008 24 of 26
Localisation R&D
Collaborative development initiatives leading to accessible and affordable localisation tools distributions and localisation process automation platforms.
Be pragmatic in relation to standards, build demonstrators, demonstrate tangible benefits, distribute as Commercial Open Source.
Conclusion
The rationale for localisation is multi-dimensional.
Social, cultural, political dimensions of localisation need to be opened up – access to digital information in your own language is not ‘a nice to have’ but a right.
Technology development needs to be initiated, following basic linguistic enabling of operating systems and applications.
Professional training and certification – such as that offered by The Institute of Localisation Professionals (TILP) Certified Localisation Professional (CLP) programme – implemented world-wide.
(c) LRC 2008 26 of 26