Globalizing Music-Audio Sales

How translation and localization affects your results on international markets

Marek Makosiej

Managing Director

at Translation and Localization Companies

Do you sell your products on international markets?

Do you translate your content?

What do you translate?

Why do you translate?

Why don’t you translate?

Do you plan to translate in the near future?

The World Is Not Enough!

English is NOT ENOUGH!

27%

Just 27% of the Internet users speak English

6%

Less than 6% of the world population speaks native English

71%

71% of potential foreign customers prefer to buy products accompanied by content in their native language

60%

60% of them won’t buy from you if you don’t meet that expectation

60%

60% say language is more important than price

Read: translation could improve your sales and margins

Source: Wikipedia

Source: Wikipedia

13 languages that matter most

Read: allow you to reach 90% of the world’s online wallet

•English•Japanese•German•Spanish•French

•Simplified Chinese•Italian

•Portuguese•Dutch•Korean•Arabic

•Russian•Swedish

20% of UK’s exporters lost international business due to language and cultural differences

Source: British Chamber of Commerce

$38 bln

33%

Only 33% of companies that placed least value on language skills had an annual export turnover above $750,000

Source: A 2004 survey by the British Chamber of Commerce, in conjunction with the BBC Language Survey

Companies considering language skills important were doing much better in generating business

Source: A 2004 survey by the British Chamber of Commerce, in conjunction with the BBC Language Survey

Are you avoiding hurdles for your export?

Are you prepared for global expansion?

Do you have language and translation strategy?

• Where are you selling to now?• Where do you want to sell to in the next 12 months?• Where do you want to sell to in the next 24 months?• What are the local markets that bring you the most revenue?• What are the local markets that bring you the least revenue?• What are the markets you see the greatest potential in, yet you are not

getting as much revenue as you should from yet?• What are your main business touchpoints in the order of priority?

Questions that you need to ask yourself first

How - Service Provider and Process

Professional Language Service Provider (LSP)

• All necessary skill under one roof• Consistency• Processes (e.g. quality control)• Project management• Vendor management• Technology and tools• Industry/product type focus

Freelancer

• Industry/product type focus/expertise• Usually just 1 language combination covered• Project management is on your side• Vendor management is on your side• Availability issues• Reliability issues• Limited volumes• No review by another linguist

Single Language Vendor (SLV)

• Many of the advantages of an LSP• Usually just 1 or 2 language combinations covered• Project management is still on your side• Vendor management is still on your side

Regional Language Vendor (RLV)

• Many of the advantages of an LSP-MLV• Language combinations of a given region covered• Project management is still on your side• Vendor management is still on your side

In-house

• Expensive• Time- and resource-consuming

Distributors

• Inexpensive• Project management on distributor’s side• Vendor management on distributor’s side • No control over processes• No control over resources

Technology - Tools

Translation Memory Tools (CAT)

• SDL Trados Studio• memoQ• memSource

Terminology Management Tools

• MultiTerm• qTerm

Quality Assurance (QA) Tools

• XBench• QA Distiller

Project Management, Vendor Managementand Workflow Tools

• Plunet• XTRF

Education!

• Ask your language service provider for consultancy• Talk to experts from translation industry• Read about translation and localization• Go to translation conferences (LocWorld)• Become a member of one of translation organizations (GALA)

www.neatly-said.com

Act Now!

• Speak to your decision makers (unless you are the one)

• Involve your potential LSP partner in the educative side of the whole endeavour

• Let them show the value of translation to the decision makers

• Leave your card to receive a FREE action plan template and language toolkit

• Schedule 1 h when you are back from NAMM to fill it in

Questions?

atl10n@atl10n.com

+48 89 614 11 00

Marek Makosiej

Managing Director of ATL (Audio Technology Localization)