The Guide to Translation and Localization: President’s Letter

By Lingo Systems,
Portland, OR, U.S.A.

info at lingosys com
www.lingosys.com

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Scott Ludwigsen President I am very privileged to work with a world-class team from every corner of the world. Yes, they are incredibly talented, but more importantly, they are all really great people. Give us a call or stop by...the welcome mat is always out.

Our entire team at Lingo Systems is very excited to present the sixth edition of The Guide to Translation and Localization. Over the last eight years we have distributed more than 20,000 copies of this book worldwide. Previous editions won several national awards from the Society for Technical Communication (STC) and we are often told by readers that they consider it to be the definitive source for information about translation and localization. While accolades are always flattering, our objectives in creating "The Guide" remain unchanged: to present clear, effective solutions that reduce costs, save time, and educate the marketplace about the localization process.

Since the last edition was published, the world of localization has changed in many ways. The tools used by localization firms have evolved and improved, but even more significant are the changes in how companies produce the original source content in the first place. Content management systems (CMS) have dramatically reduced the cost and effort needed to generate, manage, and publish written materials. In fact, The Guide to Translation and localization was created and published using the CMS tool, AuthorlT. These applications can also provide similar savings when the resulting content is localized. We invite you to read our new chapters about both of these important topics.

The localization industry has also changed as larger firms have continued to absorb smaller ones. Lingo Systems itself recently merged with Coto Global Solutions to form one of the largest language service providers (LSPs) in the world. Unlike other consolidations, however, this was not a "same silo" merger between competitors. Instead, the world-class interpretation and translation services offered by Coto and Lingo, respectively, are complementary. Today, we are redefining the language service industry by offering what no other LSP can: an integrated solution to meet all of an organization's language needs, both written and spoken.

We designed The Guide to Translation and localization to be an easy read that provides guidance on all aspects of the localization process. For our readers who are new to localization, we define key terms, explain the various options for translating materials, identify issues to consider when procuring localization services, describe the localization process itself, and provide many tips to control costs and improve quality. Localization veterans will find useful information on emerging trends, as well as technical discussions about software and multimedia localization.

In the last edition of The Guide to Translation and localization we expanded the scope to include chapters from several of our strategic partners and affiliates. This change proved to be very popular. To help our clients maximize the return-on-investment (ROI) from their localization dollars, Lingo Systems often suggests integrated solutions that automate workflows, combine localization with other process improvements such as CMS tools and quality assurance testing, or provide enterprise-wide coordination of all language-related needs (interpretation, cultural training, etc.). Invariably, the result is improved efficiency, shorter timelines, and lower costs.

For the sixth edition, we have again included chapters from industry leaders with proven solutions for helping companies expand globally. We are confident that you will find their contributions to be both informative and entertaining. The services that these experts provide and the topics they address include:

- Language interpretation services represent a significant business expansion opportunity by facilitating telephony-based communications between company representatives and multilingual customers. Our new sister company Telelnterpreters (which is also a member of the Coto Global Solutions family of companies), offers real-time, over the phone access to more than 2,700 professional interpreters with native-speaking fluency in any of 170 languages. Telelnterpreters' services are available 24/7/365, providing a highly efficient, in-language solution that promotes sales and customer retention. Linda Parker's article in Chapter 18 describes how telephony-based interpretation works, and the benefits available to companies seeking to capitalize on our growing multicultural economy.

- Single-source content management tools reduce the time and expense needed to create documentation and online content. AuthorLT Software Corporation not only provides an affordable, out-of-the-box solution in multiple languages, it also facilitates localization and multilingual publishing. Paul Trotter's article in Chapter 15 explains how these tools work and how they help companies produce localization-friendly materials.

- Functional testing is a key component of software localization. PCTest offers enterprise-wide testing for hardware, software, and web/e-commerce applications. Core testing solutions include compatibility, load and stress, functionality, accessibility, benchmarking, and performance. Leonard Morales' article in Chapter 17 describes the three principal types of localization testing: Cosmetic, Functional, and Linguistic.

- Organizations often must make significant cultural adjustments when entering new markets. Training Management Corporation provides cultural training and awareness through classroom, web-based, and knowledge-on-demand learning solutions in areas such as cross-cultural management, global diversity, multicultural team development, and global management and leadership. Danielle Walker's article in Chapter 19 provides a broad overview of cultural training and how it contributes to a successful global expansion.

- As markets globalize, it is vitally important for companies to effectively differentiate themselves from their competition. The New Group is a technology-inspired marketing agency that specializes in guiding clients through the often confusing and turbulent waters of marketing abroad. Steve Marshall's article in Chapter 20 discusses global marketing campaigns and how companies can articulate their brand in an effective way that will resonate with varied audiences and cultures.

We conclude with another guest chapter entitled "Fast Forward - The Future of Translation and Localization" from our co-publisher, Multilingual Computing, Inc. Their unique perspective and insight make this a must read for all of us who dedicate our professional lives to the localization industry. Multilingual Computing, Inc. is the information source for the localization, internationalization, translation, and language technology industry and we are honored to co-publish the sixth edition with them. Their publications come in several forms including their magazine, Multilingual Computing &, Technology, and the biweekly e-newsletter, Multilingual News. They also co-sponsor the Localization World Conference. For more information, visit www.multilingual.com.

As with previous editions, this book is truly a team effort. Twenty-three Lingo Systems employees wrote sections, or provided input, comments, and technical support. Moreover, rather than being written in "one voice," each chapter reflects the personality of its author, allowing you to develop a feel for the diversity of cultures, talents, and experience here at Lingo Systems. Pictures of the contributors are scattered throughout the Guide to let you put a face to the names you will find in the acknowledgment section.

While we invite you to read The Guide to Translation and localization in its entirety, each chapter has been written to stand alone and to be read as needed. You may find, for example, that certain chapters are relevant for your marketing staff, others for your engineering staff, and yet others for your customer service or technical publications departments. Hopefully you will find them all helpful, with useful information for everyone in your organization.

Finally, we have again provided a number of translation mistakes in our "Oops" sections. These are funny translations that have gone awry. Many of the "Oops" were provided to us by professional linguists from around the world who were responsible for correcting bad translations done by amateurs. We expect that you will find them to be humorous...but we also want to illustrate an important point: losing market share because your product seems "foreign" or "low quality" is not a laughing matter.

We hope you enjoy The Guide to Translation and localization and find it a valuable tool for communicating with your multilingual customers and employees both here in the U.S. and throughout the world.

Sincerely,

Scott Ludwigsen
President
Lingo Systems

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