November 13, 2002 Localization – A New Model Donald Barabé

2 1 Final Report of the Sectoral Committee on the Canadian Translation Industry About Canada leader in translation: 4 to 8% of world market with 0.5% of population A leader in translation: 4 to 8% of world market with 0.5% of population Long tradition of bilingualism Long tradition of bilingualism About 15,000 professional translators About 15,000 professional translators Multiculturalism and multilingualism Multiculturalism and multilingualism Training programs in ten universities Training programs in ten universities High quality standards High quality standards Legal professional recognition of translators in major provinces of the country Legal professional recognition of translators in major provinces of the country Companies specialized in language technologies Companies specialized in language technologies 3 to $6.5 billions $775 millions 1

3 About the Translation Bureau  Canadian government agency created in 1934  Mandate to provide translation and interpretation services to Canadian government departments and agencies, including Parliament to provide translation and interpretation services to Canadian government departments and agencies, including Parliament to standardize terminology in use in government institutions to standardize terminology in use in government institutions

4 About the Translation Bureau (cont.)  Some facts and figures staff of about 1,200 translators, interpreters and terminologists staff of about 1,200 translators, interpreters and terminologists inventory of some 800 suppliers inventory of some 800 suppliers language combinations: 100 language combinations: 100  Business volume in 2002: 90M euros 97% billed by the hour or by lump sum 97% billed by the hour or by lump sum

5 Localization in Canada Few localization companies in Canada… yet. Few localization companies in Canada… yet. Localization is no longer optional. Localization is no longer optional. Already three university programs in localization. Already three university programs in localization. Canada is taking a “back to basics” approach. Canada is taking a “back to basics” approach.

6 “The technology proposition, intended to improve the value and efficiency of the services, is often perceived by the customer as expensive  …  There is no evidence yet that technology can help to significantly reduce this cost.” 2 “The technology proposition, intended to improve the value and efficiency of the services, is often perceived by the customer as expensive  …  There is no evidence yet that technology can help to significantly reduce this cost.” 2 2 VAN DER MEER, Jaap, SMP Marketing. Volume XI, number 1.4. March 2002

7 “The true technology – the one beyond all technologies – is language.” Norman Fisher

8 Language and Technology Life and culture are indissociable. Life and culture are indissociable. Language and culture as well. Language and culture as well. Culture is an integral part of technology. Culture is an integral part of technology. Technology influences culture: Technology influences culture: – printing – telephone and television – stem cells Technology also influences language Technology also influences language – neology resulting from scientific and technical advances – chat lingo of teenagers on the Internet

9 Language and Technology (cont.) Technology lifted two main barriers to McLuhan’s global village: time and distance. Technology lifted two main barriers to McLuhan’s global village: time and distance. But language is the final frontier. But language is the final frontier. Product/service recognition is obtained through language. Product/service recognition is obtained through language. Consumers are three times more likely to buy a product/service available in their native language. 3 Consumers are three times more likely to buy a product/service available in their native language. 3 3 Forrester Report Most countries in the world legally require products/services be provided in the official language(s) of the country. Most countries in the world legally require products/services be provided in the official language(s) of the country.

10 Language and Technology (cont.) Linguistic imperialism. Linguistic imperialism. In localization, linguistic and cultural elements represent the bulk of the project. In localization, linguistic and cultural elements represent the bulk of the project. Actually, isn’t the essence of localization communicating a message in another language for another culture? Actually, isn’t the essence of localization communicating a message in another language for another culture? Yet … Yet …

11 Current Localization Model Graphics Designer Web Designer System Administrator Project Manager Network Specialist Programmer Linguist Writer Translator Editor

12 “Even today, after much effort and experimentation, our rather small industry is in a deplorable state. What is wrong? Does language matter afterall? Are we all barking up the wrong tree?” 4 4 VAN DER MEER, Jaap, SMP Marketing. Volume XI, number 1.4. March 2002

13 Canadian Model Graphics DesignerWeb Designer System Administrator Programmer Project Manager Network Specialist Writer Translator Linguist Editor

14 Localization in Canada – An Integrated Model Team of experts: Team of experts: – language professionals – technology professionals University training in localization aimed primarily at language professionals University training in localization aimed primarily at language professionals Language professionals play key roles in: Language professionals play key roles in: – evaluation and planning – project management – localization/translation – testing and quality assurance

15 Advantages of the Integrated Model Close cooperation between language and technology specialists. Close cooperation between language and technology specialists. Intervention by the language professional at the very beginning of the process. Intervention by the language professional at the very beginning of the process. Linguistic and cultural aspects are dealth with at every step of the development process. Linguistic and cultural aspects are dealth with at every step of the development process. Fewer steps Fewer steps  lower costs  better product  greater client satisfaction.