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Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt , Richard Sikes

Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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Page 1: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Introduction to Localization

Localization WorldSilicon Valley 2009

Angelika ZerfassDaniel Goldschmidt , Richard Sikes

Page 2: 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

Page 3: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Agenda

Localization, Internationalization, Globalization, Translation, Regionalization, Marketization… too many “ation” terms…

During this session we will make sense of them for you

Page 4: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Agenda

Globalizationto understand requirements (for going global)

Internationalizationto enable products to meet requirements

Localizationto fulfill requirements

Page 5: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

The problem(Description)

Page 6: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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!

Page 7: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

The Problem

Ouch…

Page 8: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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)

Page 9: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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

Page 10: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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 cutoff in the GUI

Page 11: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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

Page 12: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

The Problem#4 – Numerical format

• 4.500 (UK) ≠ 4.500 (DE)• 4,500 (UK) = 4.500 (DE)• 4.500 (UK) = 4,500 (DE)

Page 13: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

The Problem#5 - Length

• German strings are usually longer than in most languages• English: Redo• German: Wiederherstellen• English: Skip• German: Zeilensprung

Page 14: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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”?

Page 15: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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

Page 16: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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!

Page 17: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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.

Page 18: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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”

Page 19: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

The Problem #10 – Grammar

• Singular? Plural?• Male, female, something else?

Page 20: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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

Page 21: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

The Problemmore issues

• Color scheme• Time zone• Paper sizes (A4 vs. Letter)• Phone numbers• Address format• Temperature• Measurements

Page 22: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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

Page 23: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

The Problem (Definition)

Page 24: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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

Page 25: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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

Page 26: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

GLOBALIZATIONExpansion of marketing strategies to

address regional requirements of all kinds

INTERNATIONALIZATION Engineering of a product to enable

efficient adaptation to local requirements

LOCALIZATIONAdapting software and

accompanying materials to suit target-market locales

GERMANGERMAN

FRENCH

GERMAN

FRENCH

CHINESE

GERMAN

FRENCH

CHINESE

JAPANESE

GLOBALIZATIONExpansion of marketing strategies to

address regional requirements of all kinds

INTERNATIONALIZATION Engineering of a product to enable

efficient adaptation to local requirements

GERMAN

FRENCH

CHINESE

JAPANESE

PORTUGUESE

Globalization Internationalization

Localization

Page 27: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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

Page 28: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

GlobalizationExpansion of marketing strategies to address regional requirements of all kinds

Page 29: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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 Globalization is a mind setmind set as much as a task set. as much as a task set.

Page 30: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Internationalization

Engineering of a product to enable efficient adaptation to local requirements

Page 31: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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 Internationalization is an expansionexpansion of product capability to be local-generic. of product capability to be local-generic.

Page 32: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Internationalizing the UI

Page 33: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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.

Page 34: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

LocalizationIMPLICATIONS:

• 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 Localization imposes constraintsconstraints on software’s regional applicability. on software’s regional applicability.

Page 35: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Localization

• SuccessProduct 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…)

Page 36: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

• 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

Page 37: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Concatenation – ExampleThe Winfax Installer has found %s.• Case

– Microsoft• S=“Outlook”

– Netscape• S=“Netscape Mail”

– Notes• S=“Notes Email”

– Else• that you have no email provider.

Page 38: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Concatenation – Excel exampleTITLE ACTIONThere is a problem with the failure storage file. @504@

There is a problem with the catheter operational parameters file.

@504@

ALIASES504 Report the error to Customer Service.

505 Replace the catheter.

506 Click Ok to continue.

507 Disconnect both ends of the @510@ and reconnect them.

508 Disconnect both ends of the @511@ and reconnect them.

509 Continue the procedure. If the problem persists, shut down the system and restart it. If there is still a problem, @504@

Page 39: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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?

Page 40: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

The Process

Page 41: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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

Page 42: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

The Traditional Process

Translating

Content Repository

Leveraging

Effort assessment

Reviewing

UpdatingLinguisticsassets

Linguisticsassets:

TMsTerms

Glossaries

Preparing

Packaging and delivery

Contentproviders

Contentproviders

Page 43: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Preparation

Page 44: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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.

Page 45: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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…

Page 46: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

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)

Page 47: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Preparation

Prepare a “Localization Kit”:A Localization Kit contains everything that anyone who touchesthe 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

Page 48: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Preparation

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

Page 49: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Preparation: The Vendor

• The vendor is your best friend!

• However, this friend sells words (for translation)!

Page 50: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Testing / QA

Page 51: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Testing / QA

5 types of testing:

• Before localization– i18n testing– l10n readiness testing (pseudo localization)

• After localization– Cosmetic testing– Linguistic testing– Functional testing

Page 52: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Testing / QA

Effort Estimations:• i18n QA: the same timeframe as the original acceptance tests• Pseudo localization: the same timeframe as the original acceptance tests• Cosmetic/ linguistic – one pass on all dialogs/ screens/ menus etc. Usually

a matter of days.• Functional testing - the same timeframe as the original full test cycle of

the original product

Page 53: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Testing / QA

i18n testing:• Is the software really locale independent• Does your software know how to handle data in different languages

(double-byte enabled?)

Page 54: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Testing / QA

Cosmetic Testing:• Check to see if the UI is broken• Dialogs, buttons, menus etc. – have they been properly localized• Chinese words are shorter, but the characters are higher!• French words lengths…

Page 55: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Testing / QA

Linguistic testing:• Does the translation make sense in the context?• Edite vs. Edition • Share vs. Shares

Page 56: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Testing / QA

Functional testing:• Full acceptance test of the product in target language• Usually not done due to cost and time

Page 57: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Testing / QA

In country reviewing:• Resources in or from the country/market, who know the target market

and target language to check if localization makes sense

Page 58: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Document Quality Control

• Document QC is another kind of Quality Control, and is just as important (sometimes).

• Issues to watch for:– Linguistic– Technical– Layout

• Pagination• Screenshots and surrounding text in sync• Cross-references and hyperlinks• Conditional text

Page 59: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Project Wrap

• TM update• Delivery• Invoice Management• Post-mortem

Page 60: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Planning Tips

Page 61: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Planning Tips• Kick off meeting

– Touch on a all aspects of project, size, timeline, number of languages etc.

• Analysis of source meeting– Outline potential L10n/I18n issues with source code

• Scheduling and budgeting– Based on size, timeline, number of languages etc. schedule

resources, quotes,

• Terminology setup– Create glossary leveraging existing glossaries, adding additional

terminology by using tools such as SDL Trados TermExtract.

• Preparation of source Material• and…..

Page 62: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

• Translation of Software– Translation, editing and proof-reading (TEP) of software

• Translation of documentation– Translation, editing and proof-reading (TEP) of documentation

• Testing the Software– Testing of software for functional, linguistic and cosmetic defects

• Screen Capture– Capture screenshots for documentation, help files

• DTP– Prepare the hard copy of the documents

Planning Tips

Page 63: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

• Start planning from the end: focus on the release date• Make sure that you work within a realistic timeframe – allow extra time,

in case things go wrong (buffers, slippage, holidays)• Check the required time for QA• Estimate number of words, make sure what your are paying for

(source/target) • Rule of thumb:

Number of words / 2000 = number of translator days for translation– Software = slower– Flowing documentation ~ faster– Diminishing returns as more translators added

Planning Tips

Page 64: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

• Keep in mind that translations can start before all resources are ready• You can start translating your material once the GUI is frozen• Think about running QA for several languages in parallel• Remember that the process might require several iterations

Planning Tips

Page 65: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Pitfalls

Page 66: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Pitfalls

“We are not doing any localization nor translation. We will give our distributors in each country a discount, and they take care of it”

Careful – consider the following:

• Who is in the end responsible for quality?• Who owns the Intellectual Property?• No leveraging of handling the localization for all countries at once.

Page 67: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Pitfalls

“There is no need for a localization process, once we release the product, we will prepare Excel files with the strings to be translated”

Careful – consider the following:

• Has your software been prepared for localization?• Be ready for surprises in the code• Consider pseudo localization• Translation out of context can result in errors and/or excessive project

management time

Page 68: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Pitfalls

“Philippe, from engineering, speaks French fluently, lets ask him to translated the GUI of our product!”

Careful – consider the following:

• Languages are evolving – therefore best translations will be done using in-country translators

• What about localization?• What about using translation tools?• Leveraging, Terminology, Glossary?

Page 69: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Q/A

• Ask now……

Page 70: Introduction to Localization Localization World Silicon Valley 2009 Angelika Zerfass Daniel Goldschmidt, Richard Sikes

Thank you for your attention