1. Localization – A New Model
Donald Barabé
November 13, 2002

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

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 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
inventory of some 800 suppliers
language combinations: 100
Business volume in 2002: 90M euros
97% billed by the hour or by lump sum

5. Localization in Canada
Few localization companies in Canada… yet.
Localization is no longer optional.
Already three university programs in localization.
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
2 VAN DER MEER, Jaap, SMP Marketing. Volume XI, number March 2002

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

8. Language and Technology
Life and culture are indissociable.
Language and culture as well.
Culture is an integral part of technology.
Technology influences culture:
printing
telephone and television
stem cells
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.
But language is the final frontier.
Product/service recognition is obtained through language.
Consumers are three times more likely to buy a product/service available in their native language.3
Most countries in the world legally require products/services be provided in the official language(s) of the country.
3 Forrester Report

10. Language and Technology (cont.)
Linguistic imperialism.
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?
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 March 2002

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

14. Localization in Canada – An Integrated Model
Team of experts:
language professionals
technology professionals
University training in localization aimed primarily at language professionals
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.
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.
Fewer steps
 lower costs
 better product
 greater client satisfaction.