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The localisation industry
A 38 billion dollar market
Elisa Alonso & Elena de la Cova

Content
A. Context
B. GILT
C. Going global
D. Tools
E. Case studies

Context
the World and Spain

Top richest countries 2015
Source: http://www.mapsofworld.com/

Fastest growing economies
Source: http://www.mapsofworld.com/

Languages with the most native speakers
Source: https://www.washingtonpost.com/news/worldviews/wp/2015/04/23/the-worlds-languages-in-7-maps-and-charts/

What languages people learn all over the
world
Source: https://www.washingtonpost.com/news/worldviews/wp/2015/04/23/the-worlds-languages-in-7-maps-and-charts/

99.9 % of Spanish corporations are SME (0-249 employees)
95.9% of Spanish corporations are micro SME (0-9 employees)
Source: http://www.ipyme.org/publicaciones/retrato_pyme_2015.pdf
A portrait of the Spanish SME

Most recently created SMEs in Spain are primarly…
Source 1: By FrankVincentz - Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=17975296
Source 2: http://www.cocacolaespana.es/compromiso/social/por-que-nos-gustan-tanto-ir-de-bares-a-los-espanoles#.VtbRuH0rKJA
Spanish SME
Retail sales Beverage and food services

International economic climate
Restricted access to financing
Small size of retailers
Lack of experience in internationalisation
Potential that remains in the local market
Lack of awareness on the part of public organisations about the
reality and needs of the retail sector
(Fayos, Calderón & Molla 2015)
Source: http://0-www.emeraldinsight.com.athenea.upo.es/doi/pdfplus/10.1108/IJRDM-07-2013-0146
+ DIGITAL LINGUISTIC BARRIERS
(Medina 2013)
Barriers of SME to internationalisation

GILT (G11N + I18N + L10N + T9N)

What is NOT localization
Source: http://www.upo.es/fhum/portada

What IS localisation
Source: http://www.kelloggs.es/

Looking back…

Prof. Mª Elena de la Cova Morillo-Velarde

Localising is not only about translating from
one natural language to another….

Source: http://www.andalucia.org/

Localising also implies adapting to a certain
locale …

Source: https://twitter.com/

Source: https://twitter.com/japan

Localising also implies forseeing technical
issues from the design phase (I18N)
Internationalization (I18n) is the process of generalizing a product so that it can handle
multiple languages and cultural conventions without the need for re-design.
Internationalization takes place at the level of program design and document development.
(LISA 1998)
! Issues such as…
Character encoding & Bidirectionality
For more information about I18N, visit https://www.w3.org/International/geo/html-tech/tech-lang.html

http://www.google.es/adwords/

https://www.google.com/intl/ar/adwords/

Localising also implies a deeper change
within a company (G11N)
Globalization (G11n) addresses the business issues associated with taking a product global.
In the globalization of high-tech product this involves integrating localization throughout a
company, after proper internationalization and product design, as well as marketing, sales,
and support in the world market.”
(LISA 2003)

Source: http://spain.100montaditos.com/

Source: http://us.100montaditos.com/

! Transla'on is the key task in localiza'on
! +Cultural adjustments (currency, dates, symbols, etc.)
! +Audio and video adjustments (pictures, videos, colour, etc.)
! +Technical environment
! +Other ac'vi'es: transla'on tools management, project
management, tes'ng, etc.
(Alonso and De la Cova 2013)
Localization vs. Translation

The 2014 market for outsourced language services is US$37.19
billion. It is growing at an annual rate of 6.23%.
The Language Services Market 2014. Common Sense Advisory
(DePalma, Hedge, Pielmeier, Stewart 2014)
Languages services market

Actors

http://www.statista.com/statistics/257656/size-of-the-global-language-services-market/

LSP revenue composition by industry

Most demanded services to translators

Top15 LSP in Southern Europe
Source: Common Sense Advisory, Inc.

Source: Common Sense Advisory 2012

Going global

To consider…
I want to expand my business globally and I need to translate
my corporate website… what shall I do?
“The thinking tends to be “Let’s get the site done. Then we’ll
send it for transla7on and oﬀ we’ll go”. If only it were so
easy!”
(Multilingual Computing 2008)

I wanna expand my business, why should I have my website
in English?
! English is THE main business language
! Professional image
! You can reach a global audience even if your website is
not localized into all languages where you want to sell
your product/services
Website in English

Website in English
Source: European Commission 2011

Multilingual website

Some strategic decisions…
! Design your international strategy: who do you want to
reach?
! What are your human, technical and economic resources
for the localization of your web?
! Degrees of localization: a strategic decision
(Alonso y De la Cova 2013)

A Web Localization “To Do” List
! Rewrite the text
! Translate the text
! Modify the graphics
! Create new graphics
! Change colors
! Change layout
! Modify tables, forms, data fields, databases
(Multilingual Computing 2008)

International writing

Empower localization teams

Localization gaffes

Localization gaffes
Source: www.economiadigital.es
Source: www.abc.es

When localisation is a waste of time…
Source: http://www.turismoutrera.org

My students can make it better…
Source: http://mariatrad.wix.com/discoverutrera

Tools

WYSIWYG: Word

Text editors: jEdit

CAT Tools: SDL Trados Studio

CAT Tools: Helium

CAT Tools: WebBudget

CAT Tools: OmegaT

CAT Tools: MemoQ

CAT Tools: Google Translator Toolkit

Web design editors: Dreamweaver

Why should I use a CMS?
! Do I have duplicate (or almost duplicate) content?
! Do I publish in different languages?
! Is my content used across multiple channels?
! Do I use this content often?
! Is compliance an important issue?
(Bret Freeman 2006)
CMS+(middleware)+GMS: success!
CMS, TMS, GMS, GCMS…

GMS: Smartling

Case studies

What do you think about these websites?
! hMp://www.caminosdepasion.com/
! hMp://www.baradaluxury.com/es/index.html
! hMp://www.jolca.es/jolca/
! hMp://www.bodegas'opepe.com/
Localization

Thank you!
Gracias

Bibliografía
! European Commission 2011. User Language Preferences Online.
Eurobarometer. [http://ec.europa.eu/public_opinion/flash/fl_313_en.pdf]
! Esselink, B. 2000,A Practical Guide to Localization, 1st edn, John Benjamins
Publishing Company,Amsterdam.
! Kelly, N. y Stewart, R.G. (2011) The Language Service Market: 2011.
Massachusetts: Common Sense Advisory Inc.
! LISA (Localization Industry Standards Association). 2003. The Localization
Industry Primer. Féchy, Switzerland: SMP Marketing/LISA.
! Multilingual Computing. Guide to Going Global (2008). [http://
multilingual.com/guides.php ]
! Smith, J. 2013.Why Every Job Seeker Should Have a Personal Website,And
What It Should Include. Forbes. [http://www.forbes.com/sites/
jacquelynsmith/2013/04/26/why-every-job-seeker-should-have-a-personal-
website-and-what-it-should-include/]

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