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TRANSLATION AND LOCALIZATION
MARKET IN THE US
Olga MelnikovaTranslation Forum
Russia-2015
DIFFERENCES FROM RUSSIA
Send Your Questions:
• Email:
• Website: olgamelnikoff.com
About the Speaker: Olga
Melnikova
• 2007-2014 – translator for Russian Translation Company (Ru, En, Fr)
Russia Experience
About the Speaker: Olga
MelnikovaRussia Experience• 2010-2012 – court interpreter
(Ru, Fr)• 2010-2014 – volunteer for futureactually.com
About the Speaker: Olga
Melnikova
• May 2015 – MA in Translation and Localization Management, MIIS (Monterey, California, USA)
US Experience
About the Speaker: Olga
Melnikova
• June 2015 – now: Localization Project Coordinator at Venga Global, Inc.
www.vengaglobal.com
US Experience
AGENDA
•What is L10n and why is it important?•L10n workflow •Differences between T9n and L10n markets in Russia and the US
*L10N = LOCALIZATION (10 LETTERS BETWEEN L AND N)
T9N = TRANSLATION (9 LETTERS BETWEEN T AND N)
L10N:
•Websites•Software•Desktop apps•Mobile apps•Videos (subtitling, voice-over, dubbing)
•Computer games•CAT tools•Machine Translation engines•Crowdsourcing•DTP
GLOSSARY•Linguist – translator, editor, proofreader•L10n engineer – technical (IT) guy•Vendor – translation / l10n agency (it “vends” its services to clients in need of t9n and l10n) •QA – testing (linguistic and functional)•CAT tools – tools using Translation Memory (TM)•DTP – desktop publishing (=design) – Photoshop, InDesign, Illustrator (Adobe)
L10N IN THE US: GOING GLOBAL
•High-tech companies: Silicon Valley, WA, NY•Cloud-based services and other products•A lot of clients and a lot of vendors
EXAMPLE: COMPUTER GAME
L10N
WORKFLOW
1. Internationalization
2. File Prep3. TEP – T9n, Edit,
Proof4. Adaptation5. Transcreation6. DTP7. Embedding
strings
8. QA (linguistic and functional); game testing -> bug report9. Client Review10. Finalization11. Release
COMPUTER GAME L10N WORKFLOW
1. Internationalization (i18n)
• Thinking of l10n in advance, while designing the game or before starting l10n process
• Making necessary changes in the code (externalization of hardcoded strings)
• I18n makes subsequent l10n much easier and cheaper
COMPUTER GAME L10N WORKFLOW
2. File PreparationL10n engineers extract strings from the code
Word Doc / CAT tool
Translator
COMPUTER GAME L10N WORKFLOW
3. TEP (Translation – Editing – Proofreading)
Word / Excel Document
COMPUTER GAME L10N WORKFLOW
CAT tool
4. Adaptation (changing the code)USD -> RUB°F -> °C1,000 -> 100006/28/15 -> 28.06.20152 pm -> 14:00
COMPUTER GAME L10N WORKFLOW
5. Transcreation and Culturalization:
COMPUTER GAME L10N WORKFLOW
Все в восторге от тебя, а ты – от Maybelline
Maybe She’s Born with it. Maybe It’s Maybelline
Example from a commercial:
6. DTP (desktop publishing)
Image with Text
Photoshop
- image without text- text layer (to translate
into target languages)
COMPUTER GAME L10N WORKFLOW
7. Embedding translation back into the codeL10n engineers embed translated strings, localized images, transcreated stuff, etc. back into the code
COMPUTER GAME L10N WORKFLOW
Result: code should not be broken; everything should be displayed in a new language
COMPUTER GAME L10N WORKFLOW8. QA (Quality Assurance)
• Linguistic QA (= proofreading)
• Functional QA (buttons, links…)
• Game Testing• Bug report
9. Client Review
10. Making Final Changes: Test-Test-Test
11. Game Release
COMPUTER GAME L10N WORKFLOW
RUSSIA•Status of linguists – not high (but high rates)
•High status of linguists (but low rates)
USA vs
Almost all the content that goes global is created in English => people in the US do not need translations, unlike people in other countries
RUSSIA
•1 Source (almost always English)• 10-20 Targets
•1 Source (not always English or Russian) •1 Target
USA vs
RUSSIA
•Very few linguists in the market
•A lot of linguists in the market
USA vs
RUSSIA
•In-country linguists for all targets (native speakers based in Russia, China, Japan, Germany, France.., NEVER in the US)
•Russia-based (or in-country) linguists
USA vs
RUSSIA
•T9n into English – non-natives (natives are too expensive)
SIMILARITY!!!
USA vs
RUSSIA
•high degree of automation
•no or very little automation
USA
vsTools
RUSSIA
•PM tools (TMS) integrated with CAT tools
•use of CAT tools at best, no TMS
USA
vsTools
RUSSIA
•huge savings on huge projects; huge volumes => standardization
•small volumes; every translation is unique
USA
vsSpeed vs Quality
RUSSIA
•speed is primary; quality is secondary => MT is acceptable
•word is valued; style and grammar are important => no Machine Translation (no “garbage out”)
USA
vsSpeed vs Quality
RUSSIA
Linguists get the smallest portion of the pie (30%,20%,10%,5%…)
Other “eaters”:
• Tools (TMS, CAT)
• PMs
• L10n engineers
• DTP resources
• Vendor (=Gross Margin)
Linguists share the pie only with PMs and the Vendor
They get a higher share (30% and more)
USA
vsDIVIDING THE PIE
Send Your Questions:• Email:
• Website: olgamelnikoff.com
It Was FUN!
