RED & BLUE INTERNATIONAL Globalization Solutions The Hows and Whys of Localization for International Markets MASSACHUSETTS EXPORT EXPO 2013 Yun Fang CEO.

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Presentation transcript:

RED & BLUE INTERNATIONAL Globalization Solutions The Hows and Whys of Localization for International Markets MASSACHUSETTS EXPORT EXPO 2013 Yun Fang CEO

RED & BLUE INTERNATIONAL Simultaneous and Consecutive Interpretation Audio/Video, Voice-over Website, Gaming, Software Localization Marketing Communications Legal Services Event Services Technical Writing Language and Culture Training

WHY LOCALIZATION IS CRITICAL TO SUCCESS “By 2015, companies that focus on integrated processes for local marketing enablement will increase revenue by 15-20%.” Gartner's Top 10 Marketing Processes for

WHAT SHOULD YOU LOCALIZE? Products – Services – Marketing Printed Marketing Materials Website Audio/Videos Phone Prompts s Social Media Legal Contracts - Red & Blue International

Top Ten Languages on the Internet

APPLE – BUILD APPS FOR THE WORLD 1.Localize your metadata in the App Store. 2.Internationalize your app. 3.Translate the User Interface. 4.Promote your app in local markets. “Your app deserves a global audience. Distribute apps in more than 150 countries. Localize apps for more than 40 languages.”

TRANSLATION ERRORS CAN BE COSTLY Accuracy -Contract mistakes lead to lawsuits -HSBC’s slogan “Assume Nothing” mistranslated to “Do Nothing.” Specialized Localized -Video localization -The German term GmbH v.s. LLC or Corp. Sources (in order): KeyLingo Translations, Mental Floss, The Marketing Analysis, Irish Exporters Association:

AVOID PITFALLS Word-for-Word Translation Pepsi’s “Come alive” was translated in Chinese ads as “We bring your ancestors back from the grave.” Translation Software Lack of Industry Knowledge Different local dialects/customs/norms String beans: judías verdes, ejotes, vainas, porotos verdes, habichuelas

ENSURE HIGH QUALITY LOCALIZATION Professional linguist Human power Industry specialized Native in destination languages - Red & Blue International

Yun Fang CEO, Red & Blue International CambridgePark Dr. Ste. 301 Cambridge MA RED & BLUE INTERNATIONAL Globalization Solutions