TRANSLATION AND LOCALIZATION MARKET IN THE US DIFFERENCES FROM RUSSIA Olga Melnikova Translation Forum Russia-2015 Send Your Questions: • Email: [email protected] • Website: olgamelnikoff.com Russia Experience About the Speaker: Olga Melnikova • 2007-2014 – translator for Russian Translation Company (Ru, En, Fr) About the Speaker: Olga Melnikova Russia Experience • 2010-2012 – court interpreter (Ru, Fr) • 2010-2014 – volunteer for futureactually.com US Experience • May 2015 – MA in Translation and Localization Management, MIIS (Monterey, California, USA) About the Speaker: Olga Melnikova US Experience About the Speaker: Olga Melnikova • June 2015 – now: Localization Project Coordinator at Venga Global, Inc. www.vengaglobal.com AGENDA •What is L10n and why is it important? •L10n workflow •Differences between T9n and L10n markets in Russia and the US *L10N = LOCALIZATION (10 LETTERS BETWEEN L AND N) T9N = TRANSLATION (9 LETTERS BETWEEN T AND N) L10N: • Websites • Software • Desktop apps • Mobile apps • Videos (subtitling, voice-over, dubbing) • Computer games • CAT tools • Machine Translation engines • Crowdsourcing • DTP GLOSSARY •Linguist – translator, editor, proofreader •L10n engineer – technical (IT) guy •Vendor – translation / l10n agency (it “vends” its services to clients in need of t9n and l10n) •QA – testing (linguistic and functional) • CAT tools – tools using Translation Memory (TM) •DTP – desktop publishing (=design) – Photoshop, InDesign, Illustrator (Adobe) L10N IN THE US: GOING GLOBAL • High-tech companies: Silicon Valley, WA, NY • Cloud-based services and other products • A lot of clients and a lot of vendors EXAMPLE: COMPUTER GAME L10N WORKFLOW COMPUTER GAME L10N WORKFLOW 1. 2. 3. 4. 5. 6. 7. Internationalization File Prep TEP – T9n, Edit, Proof Adaptation Transcreation DTP Embedding strings 8. QA (linguistic and functional); game testing -> bug report 9. Client Review 10. Finalization 11. Release COMPUTER GAME L10N WORKFLOW 1. Internationalization (i18n) • Thinking of l10n in advance, while designing the game or before starting l10n process • Making necessary changes in the code (externalization of hardcoded strings) • I18n makes subsequent l10n much easier and cheaper COMPUTER GAME L10N WORKFLOW 2. File Preparation L10n engineers extract strings from the code Word Doc / CAT tool Translator COMPUTER GAME L10N WORKFLOW 3. TEP (Translation – Editing – Proofreading) Word / Excel Document CAT tool COMPUTER GAME L10N WORKFLOW 4. Adaptation (changing the code) USD -> RUB °F -> °C 1,000 -> 1000 06/28/15 -> 28.06.2015 2 pm -> 14:00 COMPUTER GAME L10N WORKFLOW 5. Transcreation and Culturalization: Example from a commercial: Maybe She’s Born with it. Maybe It’s Maybelline Все в восторге от тебя, а ты – от Maybelline COMPUTER GAME L10N WORKFLOW 6. DTP (desktop publishing) Image with Text Photoshop - image without text - text layer (to translate into target languages) COMPUTER GAME L10N WORKFLOW 7. Embedding translation back into the code L10n engineers embed translated strings, localized images, transcreated stuff, etc. back into the code Result: code should not be broken; everything should be displayed in a new language COMPUTER GAME L10N WORKFLOW 8. QA (Quality Assurance) • • • • Linguistic QA (= proofreading) Functional QA (buttons, links…) Game Testing Bug report COMPUTER GAME L10N WORKFLOW 9. Client Review 10. Making Final Changes: Test-Test-Test 11. Game Release USA vs RUSSIA • Status of linguists – not • High status of linguists high (but high rates) (but low rates) Almost all the content that goes global is created in English => people in the US do not need translations, unlike people in other countries USA • 1 Source (almost always English) • 10-20 Targets vs RUSSIA • 1 Source (not always English or Russian) • 1 Target USA vs • Very few linguists in the market RUSSIA • A lot of linguists in the market USA • In-country linguists for all targets (native speakers based in Russia, China, Japan, Germany, France.., NEVER in the US) vs RUSSIA • Russia-based (or in-country) linguists USA vs RUSSIA SIMILARITY!!! • T9n into English – non-natives (natives are too expensive) USA • high degree of automation vs Tools RUSSIA • no or very little automation USA vs Tools RUSSIA • PM tools (TMS) integrated • use of CAT tools at best, no TMS with CAT tools USA vs RUSSIA Speed vs Quality • huge savings on huge • small volumes; every projects; huge volumes => translation is unique standardization USA vs RUSSIA Speed vs Quality • speed is primary; quality is secondary => MT is acceptable • word is valued; style and grammar are important => no Machine Translation (no “garbage out”) vs USA RUSSIA DIVIDING THE PIE Linguists get the smallest portion Linguists share the pie only with PMs and the Vendor of the pie (30%,20%,10%,5%…) They get a higher share (30% Other “eaters”: and more) • Tools (TMS, CAT) • PMs • L10n engineers • DTP resources • Vendor (=Gross Margin) Send Your Questions: • Email: [email protected] • Website: olgamelnikoff.com It Was FUN!