WEBSITE LOCALISATION The Best Way to Reach International Clients

Transcription

1 WEBSITE LOCALISATION The Best Way to Reach International Clients Nelly Kostadinova RBS, London Managing Director

2 CONTENT. The world is borderless thanks to the internet. Learn from the greats.what to expect on this new path

3 Yes, it s true THE WORLD IS BORDERLESS THANKS TO THE INTERNET and we all benefit from it. Our firms are now - Faster - More flexible - Better informed - More cost-effective - More accessible - And more COMMUNICATIVE!

4 WHAT HAS HAPPENED TO LANGUAGES IN THE GLOBAL WORLD? the relationship between English and globalisation was a complex one: economic globalisation encouraged the spread of English but the spread of English also encouraged globalisation David Graddol, The Future of English? British Council 1997 Why global English may mean the end of English as a Foreign Language David Graddol, English Next British Council 2006 The dominance of English in offshore services (BPO) will also decline, though more slowly, as economies in other language areas outsource services. Japanese, Spanish, French and German are already growing. David Graddol, English Next British Council 2006

5 TOP 10 MOST WIDELY SPOKEN LANGUAGES, BY FIRST LANGUAGE SPEAKERS British Council 2014

6 THE INTERNET DOESN T ONLY SPEAK ENGLISH The changing demography of internet users by first language. The languages growing most rapidly are Chinese, Portuguese and the lesser-used languages labelled other. (2000 data from Global Reach, 2005 from Miniwatts International Ltd)

7 THE INTERNET DOESN T ONLY SPEAK ENGLISH Chart 4: internet use by language English Chinese 18% Spanish 27% 2% 3% 3% 3% 3% 4% 5% 24% 8% Japanese Portuguese German Arabic French Russian Korean Other Languages Source: Top ten internet languages: British Council 2014

8 LEARN FROM THE GREAT

9 United Kingdom CONTENT China Germany Russia

10 Morocco FORMAT Taiwan United States Spain

11 THE PERSONAL APPROACH Chile Understanding the cultural expectations of a community ensures you meet their needs and respect their values.

12 Germany TEXT REQUIREMENTS Uruguay United States

13 Taiwan USE OF IMAGES Middle East

14 WHAT TO EXPECT ON THIS NEW PATH I. AN IN-DEPTH CURRENT ANALYSIS of your - Corporate Identity - Locations and addresses - Local standard Terms and Conditions and legal documents - All types of forms - Graphics - Pictures - Colours - Symbols

15 WHAT TO EXPECT ON THIS NEW PATH II. IN THE LANGUAGE FIELD WE NEED - A precise linguistic analysis - An authentic identification with the language of the country or community - A perfect translation/transmission of the subject in the respective specialist field - A full adaptation of the particular target group - Effective software to ensure specialist terminology is used correctly and consistently - The technical flexibility to work in an international team

16 WHAT TO EXPECT ON THIS NEW PATH III. COMMUNICATING A MESSAGE TO MULTIPLE CULTURES requires - Proper knowledge of the country s culture and history - Awareness of taboos; politics; power hierarchy and ethnography - Insight into the mentality and perspective of inhabitants - Understanding of the characteristics of the business markets

17 WHAT TO EXPECT ON THIS NEW PATH IV. NEW MANAGEMENT means - Synchronisation between: technical editing, marketing and LSP - Cost-cutting as a result of the centralisation of the translation coordination - Efficiency - Control and maintenance of the terminology

18 WHAT TO EXPECT ON THIS NEW PATH Internationalisation of the contents Localisation & adaptation of local requirements Exportation of the text and translation job Final check and approval Local Requirements CAT Tools References Your database

19 THE PERFECT TRANSLATION PARTNER Translators with experience in Localisation Central point of contact Reference files and CAT tools International knowledge management Project manager with experience in Localisation

20 THANK YOU ON BEHALF OF LINGUA-WORLD UK!