Japanese localization_nlg
- 1. When in Rome... or in this case Tokyo How "localized" translation can help stamp "Made in Japan" on your imported products
- 2. Introduction 1 Tamaki Asada Representative Director, Japan ? Founded in 2000, Privately-owned ? 82 employees, global partnerships ? ISO 9001:2008, ISO 13485:2012 and EN 15038 certified 70% 25% 5% Life Sciences Automotive Consumer Products/Electronics, Power & Energy, Heavy Equipment
- 3. Despite being a successful MLV, an on-going pain point was inconsistent Japanese success. We found Japanese reviewer feedback very puzzling. Puzzle #1: We translated the content into 25 languages following the same process for all. Why do we only receive complaints about Japanese? Puzzle #2: Our Japanese translators are as equally qualified as the other language translators. Why are only their credentials doubted? Puzzle #3: Japanese client reviewers often claim the translation sounds “too translated” and has “low readability”. What does this really mean? Introduction 2
- 4. Answer from a wise man (a client) “If our product looks foreign to the customers, it is our defeat at that point. If manuals look translated, thus indicate the products are not made in Japan, there will be no chance for us in the market.” - Our client’s Japanese In-Country Reviewer Introduction 3 Riddle Why is Japanese translation so special, so different?
- 5. What are your opportunities in Japan? Sales opportunities in the medical industry 1. Opportunities 2. Competition 3. Challenges
- 6. Why invest in Japan? Japan is the world's 2nd largest medical market ,0 100000,0 200000,0 300000,0 400000,0 500000,0 600000,0 700000,0 US Japan China Germany Brazil France India Russian UK Italy 472674,0 450000 388621,0 291306,0 270923,0 268809,0 237209,0 207373,0 185317,0 Japan 472 billion dollar market (USD million) 2,754,540 Total Health Expenditure by Countries (2013) Source: GLOBAL NOTE Reference: OECD 2,500,000 1-1 What are the opportunities
- 7. Why invest in Japan? Japan’s medical market is growing every year Percentage of population over 65 years-old 25% (2014) 66 68 70 72 74 76 78 80 82 84 86 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Japan France Germany US UK China Life expectancy by country over time Japan is ranked # 1 in global life expectancy Men: 80.5 years Women: 86.8 years 8493 Hospitals More than 1.5 million hospital bedsSource: World Bank 1-1 What are the opportunities
- 8. Why invest in Japan? Almost 50% of medical supplies in Japan are imported (and it’s increasing) ,0 500000,0 1000000,0 1500000,0 2000000,0 2500000,0 3000000,0 3500000,0 4000000,0 4500000,0 5000000,0 2009 2010 2011 2012 2013 Medical Equipment Medicine Imported medical equipment and medicine in Japan million JPY 1-1 What are the opportunities
- 9. Competition Domestic Japanese Products VS. Imported Products MADE IN JAPAN 日本製 1-2 Competition
- 10. The toughest competition you face will come from the Japanese-based manufacturers 1-3 Who are your competitors WHEN IN TOKYO… How do you win the hearts of potential Japanese customers? Above all else, your products need to “look and feel” Japanese Competition
- 11. Challenges Where traditional localization falls short 1. Challenges in localizing your products through translation 2. “Wrong translation”, is it really? 3. Analysis of complaints
- 12. Challenges in localizing your products through translation Problem #1 You provide translation into Japanese using your usual global supplier. But your Japanese colleagues are never satisfied. Why you ask? ? It sounds so “translated” ? The document design is not appealing in the Japanese market Problem #2 You seek feedback on how to fix the situation but your colleagues in Japan can never seem to give you clear answers and, in the end, they tell you that they will work with a local translation company. Why? ? Maybe because….. 2-1 Challenges in localizing your products through translation process
- 13. Typical English into Japanese translation As an example, let’s suppose that we need to translate the following text (2 paragraphs, 5 sentences): nlg has a documented quality system that is certified compliant with ISO 9001:2008 and EN 15038. We firmly believe in building quality into our processes, measuring the output to ensure predictability and minimal variability and continually improving over time. In addition to building quality into our processes, nlg may also implement linguistic quality assessment according to the SAE J2450. This metric originated about 10 years ago in the automotive industry and has since been successfully applied to the life sciences sector. We have been an active participant in the application of statistical linguistic quality assessment. 2-2 “Wrong translation”, is it really?
- 14. Translated text in Japanese with natural flow (2 paragraphs, 7 sentences): nlg では、更なる高上を目指し、作業工程の質改善にたゆまぬ努力をしておりま す。また、結果を測定することで将来の作業結果を予測可能にし、安定した生 産ができるよう尽力しております。その姿勢を証明するものとして、ISO 9001:2008 とEN 15038 という２つの国際規格の証明を受けております。 翻訳の質向上に向けた努力の一環として、更にSAE J2450 という評価基準を 用いることもあります。これは言語の質を評価する国際基準です。もともとは10 年ほど前に自動車産業で使われ始めたものですが、現在ではライフサイエンス （医療、薬学分野）でも取り入れられ、その成果が高く評価されています。nlgで は、この基準を積極的に使用し、翻訳の質を統計的に評価しています。 2-2 “Wrong translation”, is it really?
- 15. A closer look at the differences English source text Translated text in Japanese nlg has a documented quality system that is certified compliant with ISO 9001:2008 and EN 15038. nlg では、更なる高上を目指し、作業工程の質改 善にたゆまぬ努力をしております。 We firmly believe in building quality into our processes, measuring the output to ensure predictability and minimal variability and continually improving over time. また、結果を測定することで将来の作業結果を 予測可能にし、安定した生産ができるよう尽力 しております。 その姿勢を証明するものとして、ISO 9001:2008 とEN 15038 という２つの国際規格 の証明を受けております。 In addition to building quality into our processes, nlg may also implement linguistic quality assessment according to the SAE J2450. 翻訳の質向上に向けた努力の一環として、更に SAE J2450 という評価基準を用いることもありま す。 これは言語の質を評価する国際基準です。 This metric originated about 10 years ago in the automotive industry and has since been successfully applied to the life sciences sector. もともとは10年ほど前に自動車産業で使われ始 めたものですが、現在ではライフサイエンス （医療、薬学分野）でも取り入れられ、その成 果が高く評価されています。 We have been an active participant in the application of statistical linguistic quality assessment. nlgでは、この基準を積極的に使用し、翻訳の質 を統計的に評価しています。 The word “nlg” only was moved at the end of the paragraph to give a better impact for the conclusion. 2-2 “Wrong translation”, is it really?
- 16. Regulatory issues The First in the World! A powerful solution for xxx, with multi vitamins! The latest technology! 2-2 “Wrong translation”, is it really?
- 17. Design and layout New Series of Catheters Product Catalogue 2-2 “Wrong translation”, is it really?
- 18. 2-4 Analysis Much easier to work with a local translation company….. ….. This doesn’t sound natural Japanese… …and is not according to the law…. …and I don’t like the pictures… and… and… Japanese reviewer
- 19. ….. Japanese reviewer This translation company does not have qualified Japanese linguists! They are fired! HQ ? Project owners don’t understand why their Japanese colleagues aren’t happy with the translation which followed the same process as the other languages that had a successful outcome. ? They do not understand why their Japanese colleagues cannot simply explain the nature of the issues. ? They want to take control of the whole translation process globally, including version control, but they cannot control Japan. 2-4 Analysis
- 20. How do we improve the situation? Solutions for: 1. Linguistic Issues 2. Complaining Reviewers 3. Dissatisfied Clients in HQ
- 21. Solutions for linguistic issues 1. Create a Japanese Style Guide and Glossary (Especially useful for technical documents) 2. Allow text to be edited outside of the source English structure 3. Add one more workflow step: copy-editing 4. Build strong relationships with translators and educate them on what quality means for the client 5. Create opportunities for translators and clients to directly communicate with one another 3-1 Solutions for linguistic issues
- 22. Solutions for complaining reviewers 1. Build trust - Go and meet them as often as possible to show who you are and how much you care 2. Listen and be flexible 3. Become a bridge between them and their confused HQ 4. Establish a presence in Japan 3-2 Solutions for Complaining Reviewers
- 23. Solutions for dissatisfied clients in HQ 1. Explain how their “global” concept may not apply equally 2. Explain how the strict reactions from the Japanese side are due to their passion to sell their products 3. Explain that it’s not a cultural barrier why their Japanese colleagues cannot express how to overcome obstacles, rather it’s because both sides consider their own way as a global approach 4. Become a bridge for them and their Japanese colleagues 3-3 Solutions for dissatisfied clients in HQ
- 24. Establish a workflow that works for everyone Japanese reviewer Client - HQ MLV
- 25. THANK YOU Tamaki Asada Representative Director, Japan www.nlgworldwide.com