November 13, 2002November 13, 2002

Localization – A New ModelLocalization – A New Model

Donald Barabé

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1 Final Report of the Sectoral Committee on the Canadian Translation Industry

About CanadaAbout Canada

• A leader in translation: leader in translation: 4 to 8% of world market with 0.5% of 4 to 8% of world market with 0.5% of population population

• Long tradition of bilingualism Long tradition of bilingualism

• About 15,000 professional translatorsAbout 15,000 professional translators

• Multiculturalism and multilingualismMulticulturalism and multilingualism

• Training programs in ten universitiesTraining programs in ten universities

• High quality standardsHigh quality standards

• Legal professional recognition of translatorsLegal professional recognition of translators in major provinces of the country in major provinces of the country

• Companies specialized in languageCompanies specialized in language technologies technologies

Canadian Translation Market/World Market

CanadianMarket

WorldMarket

3 to $6.5 billions

$775 millions

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About the Translation BureauAbout the Translation Bureau

Canadian government agency created in 1934Canadian government agency created in 1934

MandateMandate

• to provide translation and interpretation to provide translation and interpretation services to Canadian government services to Canadian government departments and agencies, including departments and agencies, including ParliamentParliament

• to standardize terminology in use in to standardize terminology in use in government institutionsgovernment institutions

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About the Translation BureauAbout the Translation Bureau (cont.)(cont.)

Some facts and figuresSome facts and figures

• staff of about 1,200 translators, interpreters staff of about 1,200 translators, interpreters and terminologistsand terminologists

• inventory of some 800 suppliersinventory of some 800 suppliers

• language combinations: 100language combinations: 100

Business volume in 2002: 90M eurosBusiness volume in 2002: 90M euros

• 97% billed by the hour or by lump sum97% billed by the hour or by lump sum

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Localization in CanadaLocalization 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.

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“ “The technology proposition, intended to improve The technology proposition, intended to improve the value and efficiency of the services, is often the value and efficiency of the services, is often perceived by the customer as expensive perceived by the customer as expensive …… There is no evidence yet that technology can help There is no evidence yet that technology can help to significantly reduce this cost.”to significantly reduce this cost.”22

2 VAN DER MEER, Jaap, SMP Marketing. Volume XI, number 1.4. March 2002

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““The true technology – the one beyond allThe true technology – the one beyond all technologies – is language.” technologies – is language.”

Norman FisherNorman Fisher

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Language and TechnologyLanguage 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:– printingprinting– telephone and televisiontelephone and television– stem cellsstem cells

• Technology also influences languageTechnology also influences language– – neology resulting from scientific andneology resulting from scientific and technical advances technical advances– – chat lingo of teenagers on the Internetchat lingo of teenagers on the Internet

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Language and Technology Language and Technology (cont.)(cont.)

• Technology lifted two main barriers to McLuhan’s Technology lifted two main barriers to McLuhan’s global village: time and distance.global village: time and distance.

• But language is the final frontier.But language is the final frontier.

• Product/service recognition is obtained throughProduct/service recognition is obtained throughlanguage.language.

• Consumers are three times more likely to buy aConsumers are three times more likely to buy aproduct/service available in their native language.product/service available in their native language.33

3 Forrester Report

• MostMost countries in the world legally requirecountries in the world legally requireproducts/services be provided in the officialproducts/services be provided in the officiallanguage(s) of the country.language(s) of the country.

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Language and Technology Language and Technology (cont.)(cont.)

• Linguistic imperialism.Linguistic imperialism.

• In localization, linguistic and cultural elementsIn localization, linguistic and cultural elementsrepresent the bulk of the project.represent the bulk of the project.

• Actually, isn’t the essence of localization Actually, isn’t the essence of localization communicating a message in another language for communicating a message in another language for another culture?another culture?

• Yet …Yet …

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Current Localization ModelCurrent Localization Model

Graphics Designer

Web DesignerSystem Administrator

Project Manager

Network Specialist

Programmer

Linguist

WriterTranslator

Editor

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““Even today, after much effort and experimentation, Even today, after much effort and experimentation, our rather small industry is in a deplorable state. our rather small industry is in a deplorable state. What is wrong? Does language matter afterall? Are What is wrong? Does language matter afterall? Are we all barking up the wrong tree?”we all barking up the wrong tree?”44

4 VAN DER MEER, Jaap, SMP Marketing. Volume XI, number 1.4. March 2002

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Canadian ModelCanadian Model

Graphics Designer Web Designer

System Administrator

Programmer

Project Manager

Network Specialist

WriterTranslator

Linguist

Editor

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Localization in Canada – An Integrated Localization in Canada – An Integrated ModelModel

• Team of experts:Team of experts:

– language professionalslanguage professionals

– technology professionalstechnology professionals

• University training in localization aimed primarily University training in localization aimed primarily at language professionalsat language professionals

• Language professionals play key roles in:Language professionals play key roles in:– evaluation and planningevaluation and planning– project managementproject management– localization/translationlocalization/translation– testing and quality assurancetesting and quality assurance

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Advantages of the Integrated ModelAdvantages of the Integrated Model

• Close cooperation between language and Close cooperation between language and technology specialists.technology specialists.

• Intervention by the language professional at theIntervention by the language professional at thevery beginning of the process. very beginning of the process.

• Linguistic and cultural aspects are dealth with at Linguistic and cultural aspects are dealth with at every step of the development process.every step of the development process.

• Fewer steps Fewer steps

lower costs lower costs

better productbetter product

greater client satisfaction.greater client satisfaction.