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Introduction to Localization

Introduction to Localization. Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt , Richard Sikes. Agenda. The Problem Description Definition Localization Process Overview Beginning Ending Planning Tips Pitfalls. Agenda.

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Introduction to Localization

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  1. Introduction to Localization Localization WorldSilicon Valley 2009 Angelika Zerfass Daniel Goldschmidt , Richard Sikes

  2. Agenda The Problem Description Definition Localization Process Overview Beginning Ending Planning Tips Pitfalls

  3. Agenda Localization, Internationalization, Globalization, Translation, Regionalization, Marketization… too many “ation” terms… During this session we will make sense of them for you

  4. Agenda Globalization to understand requirements (for going global) Internationalization to enable products to meet requirements Localization to fulfill requirements

  5. The problem(Description)

  6. The Problem A known company developed a powerful product for CRM (Customer Relationship Management System) The first and main market was, as usual, the USA The board decided that it is time to penetrate new markets: Europe, Far-East, Middle East The R&D department claimed – no problem, we are fully UNICODE…let’s go!

  7. The Problem Ouch…

  8. The Problem#1 – String Externalization All the GUI (graphical user interface) had to be translated to the target languages But lots of strings were hard-coded (written directly into the code)

  9. The Problem#2 - Sorting After translating the GUI, the first installation took place in Spain Some customers were unhappy: Many indexes and lexical orders were corrupted In Traditional Spanish, the letters “CH “ and “LL” have their own positions in the sort order A, B, C, CH, D…K, L, LL, M, … etc. Curioso Chalina Luz Llama

  10. The Problem The second installation in Germany had three problems: The search function didn’t work The financial and numerical functions were buggy Many strings were cutoffin the GUI

  11. The Problem#3 –Collation Combining characters: Ü ( Latin Small letter U with diaeresis 0x00DC) U¨ (Latin Small letter U 0x0055, Combining diaeresis 0x0308) ç (Latin Small letter with Cedilla 0x00E7) c ̧ (Latin Small letter C 0x0063, Combining Cedilla 0x0327) fi=fi Case sensitive/insensitive Accent sensitive/insensitive Upper case ß (Latin Small letter Sharp S)= SS

  12. The Problem#4 – Numerical format 4.500 (UK) ≠ 4.500 (DE) 4,500 (UK) = 4.500 (DE) 4.500 (UK) = 4,500 (DE)

  13. The Problem#5 - Length German strings are usually longer than in most languages English: Redo German: Wiederherstellen English: Skip German: Zeilensprung

  14. The Problem#6 – Date Format The client from Spain called after 2 months; the license had expired earlier then expected! Does 01/07/2006 mean: “July, first 2006” Or “January, seventh 2006”?

  15. The Problem#6 – Date Format, Calendars The first day of the week is Monday... or Sunday (weekend) Year length Week numbers (ISO? Other?) Last Monday

  16. The Problem#7 - Encoding The installation in Russia was catastrophic: All imported data from the legacy systems was full of question marks. All data inserted by the user couldn’t be retrieved from the database This was the first installation using a non “Western European” encoding!

  17. The Problem#8 - Segmentation In Japan the problem even got worse:the parsers stopped working. In Japanese, there are no white spaces in-between words. The tokenizers didn’t work properly Tokenization is the process of demarcating and possibly classifying sections of a string of input characters.

  18. The Problem#9 – Politics The Hebrew website had some minor issues: When localizing a website for Israel, which map shall we use: The one with Judea and Samaria The one with the Palestinian Authority The one without the occupied territories “Judea and Samaria” vs. “occupied territories”

  19. The Problem #10 – Grammar Singular? Plural? Male, female, something else?

  20. The Problem#11 – Graphics & Symbols The OK gesture: English-speaking: OK France: zero, nothing, worthless Mediterranean: a rude sign Japan: money Brazil & Germany: vulgar, obscene gesture

  21. The Problemmore issues Color scheme Time zone Paper sizes (A4 vs. Letter) Phone numbers Address format Temperature Measurements

  22. Culture is Everywhere “If I'm selling to you, I speak your language. If I'm buying, dann müssen Sie Deutsch sprechen (then you must speak German)” Willy Brandt

  23. The Problem (Definition)

  24. Globalization Adaptation of marketing strategies to regional requirements of all kinds. Internationalization Engineering of a product to enable efficient adaptation of that product to local requirements. Localization Localization is the process of adapting a (software) product and accompanying materials to suit a target-market locale. Terms

  25. Terms Locale A locale is a geographic region defined by a combination of language and cultural norms. “Locale” is not to be confused with “language.”For example fr-FR, fr-CA, fr-CH. Fully supporting locales requires: Globalization – to understand requirements Internationalization – to enable products to meet requirements Localization – to fulfill requirements

  26. Globalization InternationalizationLocalization GERMAN FRENCH CHINESE GERMAN GERMAN FRENCH CHINESE JAPANESE PORTUGUESE GERMAN FRENCH LOCALIZATIONAdapting software and accompanying materials to suit target-market locales INTERNATIONALIZATIONEngineering of a product to enable efficient adaptation to local requirements INTERNATIONALIZATIONEngineering of a product to enable efficient adaptation to local requirements GERMAN FRENCH CHINESE JAPANESE GLOBALIZATIONExpansion of marketing strategies to address regional requirements of all kinds GLOBALIZATIONExpansion of marketing strategies to address regional requirements of all kinds

  27. Costs that are generated in one place become visible in another.

  28. Globalization Expansion of marketing strategies to address regional requirements of all kinds

  29. Globalization IMPLICATIONS: International market research Prioritize local markets through business case analysis Development of separate business cases for emerging markets Product planning with serving of diverse markets in mind Tracking of revenues by locale Extensive liaison with foreign sales offices and resources Globalization is a mind set as much as a task set.

  30. Internationalization Engineering of a product to enable efficient adaptation to local requirements

  31. Internationalization IMPLICATIONS: Removal of cultural assumptions (such as date formats) Implementation of support for global norms (such as language character sets or accounting procedures). Internationalization is an expansion of product capability to be local-generic.

  32. Internationalizing the UI

  33. Localization The process of adapting software and accompanying materials to suit a target-market locale with the goal of making the product "transparent" to that locale, so that native users would interact with it as if it were developed there and for that locale alone.

  34. Localization IMPLICATIONS: Language and character set support Support for various format settings such as decimal delimitation, time/date display, and other such norms. Conformance with locale-specific technical norms. Localization imposes constraints on software’s regional applicability.

  35. Localization Success Product appears to be developed in the target market Failure: We can easily notice that the program was adapted (Please read the instructions on the package of hygiene products in the bathroom…)

  36. Building sentences out of two or more separate parts using replaceable string variables. Changes in situation will cause the calling string to call a different sub-string. This can lead to various types of problems: Linguistic logic hiccoughs The translator can’t determine what or where the sub-strings are Programmers LOVE concatenation! Concatenation – Definition

  37. Concatenation – Example The Winfax Installer has found %s. Case Microsoft S=“Outlook” Netscape S=“Netscape Mail” Notes S=“Notes Email” Else that you have no email provider.

  38. Concatenation – Excel example

  39. The Other Side of the Fence What Localization Managers Often Face Internally Lack of Understanding re Localization Issues and Processes Poorly Internationalized Software Underestimation of the “Ripple Effect” Caused by Changes Inadequate Version Control Core Project Slippage Marketing Managers Who Can’t Plan Ahead Changing Priorities Inadequate International Quality Assurance FUD About Localization HOW CAN YOU HELP?

  40. The Process

  41. Who’s involved? Content providers (Editors, technical writers, R&D teams etc.) Localization project managers (on publisher side, on vendor side) Localization engineers (on publisher side or vendor side) Translators (In house, freelance, Single Language Vendor, sub contractors) Reviewers (In house, freelance, Single Language Vendor, sub contractors, regional office employees) Quality Assurance specialists (on publisher side, on vendor side) Finance personnel Program managers Product marketing managers Webmasters

  42. The Traditional Process Leveraging Content providers Content providers Preparing Effort assessment Linguistics assets: TMs Terms Glossaries Translating Content Repository Reviewing Packaging and delivery Updating Linguistics assets

  43. Preparation

  44. Preparation Research and collect all relevant components - be sure to have everything you need Create LBOM (localization bill of materials) Prepare the content (text segmentation, resource extraction etc.) using the appropriate tools.

  45. Preparation Run a pseudo-localization to test localization readiness Check: Externalization of strings Adaptation of the GUI (length, date, time, currency etc.) Handling of string concatenations Software functionality Data entry, transfer, persistence, and redisplay and…

  46. Preparation Prepare glossary – add new terms/update changed terms If you don’t have a glossary – prepare one, send it for translation and approve it BEFORE work starts If you as a client own the TM – provide vendor with most recent version If your vendor owns the TM – be sure the last (clean) version is being used (and also try to change your contract so that you get ownership of the TM)

  47. Preparation Prepare a “Localization Kit”: A Localization Kit contains everything that anyone who touches the project needs to know in order to do their work. Localization Kit includes: Product: Text strings Menus Dialogs Shortcut keys Images Functional l10n components (tax rules) Documentation and OLH files … Glossaries TMs Localization Guidelines and Expectations

  48. Preparation Leverage the content against your TMs Get comparative quotes and time estimation Obtain information regarding resource arability

  49. Preparation: The Vendor The vendor is your best friend! However, this friend sells words (for translation)!

  50. Testing / QA

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