el sector de la localización
TRANSCRIPT
![Page 1: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/1.jpg)
The localisation industry A 38 billion dollar market
Elisa Alonso & Elena de la Cova
Elisa Alonso & Elena de la Cova
![Page 2: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/2.jpg)
Content A. Context B. GILT C. Going global D. Tools E. Case studies
Elisa Alonso & Elena de la Cova
![Page 3: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/3.jpg)
Context the World and Spain
Elisa Alonso & Elena de la Cova
![Page 4: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/4.jpg)
Top richest countries 2015
Elisa Alonso & Elena de la Cova
Source: http://www.mapsofworld.com/
![Page 5: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/5.jpg)
Fastest growing economies
Elisa Alonso & Elena de la Cova
Source: http://www.mapsofworld.com/
![Page 6: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/6.jpg)
Languages with the most native speakers
Elisa Alonso & Elena de la Cova
Source: https://www.washingtonpost.com/news/worldviews/wp/2015/04/23/the-worlds-languages-in-7-maps-and-charts/
![Page 7: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/7.jpg)
What languages people learn all over the world
Elisa Alonso & Elena de la Cova
Source: https://www.washingtonpost.com/news/worldviews/wp/2015/04/23/the-worlds-languages-in-7-maps-and-charts/
![Page 8: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/8.jpg)
99.9 % of Spanish corporations are SME (0-249 employees) 95.9% of Spanish corporations are micro SME (0-9 employees)
Source: http://www.ipyme.org/publicaciones/retrato_pyme_2015.pdf
A portrait of the Spanish SME
Elisa Alonso & Elena de la Cova
![Page 9: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/9.jpg)
Most recently created SMEs in Spain are primarly…
Source 1: By Frank Vincentz - Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=17975296
Source 2: http://www.cocacolaespana.es/compromiso/social/por-que-nos-gustan-tanto-ir-de-bares-a-los-espanoles#.VtbRuH0rKJA
Spanish SME
Elisa Alonso & Elena de la Cova
Retail sales Beverage and food services
![Page 10: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/10.jpg)
International economic climate Restricted access to financing
Small size of retailers Lack of experience in internationalisation Potential that remains in the local market
Lack of awareness on the part of public organisations about the reality and needs of the retail sector
(Fayos, Calderón & Molla 2015)
Source: http://0-www.emeraldinsight.com.athenea.upo.es/doi/pdfplus/10.1108/IJRDM-07-2013-0146
+ DIGITAL LINGUISTIC BARRIERS (Medina 2013)
Barriers of SME to internationalisation
Elisa Alonso & Elena de la Cova
![Page 11: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/11.jpg)
GILT (G11N + I18N + L10N + T9N)
Elisa Alonso & Elena de la Cova
![Page 12: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/12.jpg)
What is NOT localization
Elisa Alonso & Elena de la Cova
Source: http://www.upo.es/fhum/portada
![Page 13: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/13.jpg)
What IS localisation
Elisa Alonso & Elena de la Cova
Source: http://www.kelloggs.es/
![Page 14: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/14.jpg)
Looking back…
Elisa Alonso & Elena de la Cova
![Page 15: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/15.jpg)
Elisa Alonso & Elena de la Cova
![Page 16: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/16.jpg)
Prof. Mª Elena de la Cova Morillo-Velarde
![Page 17: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/17.jpg)
Elisa Alonso & Elena de la Cova
![Page 18: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/18.jpg)
Localising is not only about translating from one natural language to another….
Elisa Alonso & Elena de la Cova
![Page 19: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/19.jpg)
Elisa Alonso & Elena de la Cova
Source: http://www.andalucia.org/
![Page 20: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/20.jpg)
Elisa Alonso & Elena de la Cova
Source: http://www.andalucia.org/
![Page 21: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/21.jpg)
Localising also implies adapting to a certain locale …
Elisa Alonso & Elena de la Cova
![Page 22: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/22.jpg)
Elisa Alonso & Elena de la Cova
Source: https://twitter.com/
![Page 23: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/23.jpg)
Elisa Alonso & Elena de la Cova
Source: https://twitter.com/japan
![Page 24: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/24.jpg)
Localising also implies forseeing technical issues from the design phase (I18N)
Internationalization (I18n) is the process of generalizing a product so that it can handle multiple languages and cultural conventions without the need for re-design. Internationalization takes place at the level of program design and document development. (LISA 1998)
! Issues such as… Character encoding & Bidirectionality
For more information about I18N, visit https://www.w3.org/International/geo/html-tech/tech-lang.html
Elisa Alonso & Elena de la Cova
![Page 25: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/25.jpg)
Elisa Alonso & Elena de la Cova
http://www.google.es/adwords/
![Page 26: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/26.jpg)
Elisa Alonso & Elena de la Cova
https://www.google.com/intl/ar/adwords/
![Page 27: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/27.jpg)
Localising also implies a deeper change within a company (G11N)
Globalization (G11n) addresses the business issues associated with taking a product global. In the globalization of high-tech product this involves integrating localization throughout a company, after proper internationalization and product design, as well as marketing, sales, and support in the world market.” (LISA 2003)
Elisa Alonso & Elena de la Cova
![Page 28: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/28.jpg)
Elisa Alonso & Elena de la Cova
Source: http://spain.100montaditos.com/
![Page 29: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/29.jpg)
Elisa Alonso & Elena de la Cova
Source: http://us.100montaditos.com/
![Page 30: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/30.jpg)
! Transla'onisthekeytaskinlocaliza'on! +Culturaladjustments(currency,dates,symbols,etc.)
! +Audioandvideoadjustments(pictures,videos,colour,etc.)! +Technicalenvironment
! +Other ac'vi'es: transla'on tools management, projectmanagement,tes'ng,etc.
(AlonsoandDelaCova2013)
Localization vs. Translation
ElisaAlonso&ElenadelaCova
![Page 31: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/31.jpg)
The 2014 market for outsourced language services is US$37.19 billion. It is growing at an annual rate of 6.23%.
The Language Services Market 2014. Common Sense Advisory
(DePalma, Hedge, Pielmeier, Stewart 2014)
Languages services market
Elisa Alonso & Elena de la Cova
![Page 32: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/32.jpg)
Actors
Elisa Alonso & Elena de la Cova
![Page 33: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/33.jpg)
Elisa Alonso & Elena de la Cova
http://www.statista.com/statistics/257656/size-of-the-global-language-services-market/
![Page 34: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/34.jpg)
LSP revenue composition by industry
Elisa Alonso & Elena de la Cova
![Page 35: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/35.jpg)
Most demanded services to translators
Elisa Alonso & Elena de la Cova
![Page 36: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/36.jpg)
Top15 LSP in Southern Europe
Elisa Alonso & Elena de la Cova
Source: Common Sense Advisory, Inc.
![Page 37: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/37.jpg)
Elisa Alonso & Elena de la Cova Source: Common Sense Advisory 2012
![Page 38: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/38.jpg)
Going global
Elisa Alonso & Elena de la Cova
![Page 39: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/39.jpg)
To consider…
ElisaAlonso&ElenadelaCova
IwanttoexpandmybusinessgloballyandIneedtotranslatemycorporatewebsite…whatshallIdo?
“The thinking tends to be “Let’s get the site done. Thenwe’llsend it for transla7on and off we’ll go”. If only it were soeasy!”
(Multilingual Computing 2008)
![Page 40: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/40.jpg)
I wanna expand my business, why should I have my website in English?
! English is THE main business language ! Professional image ! You can reach a global audience even if your website is
not localized into all languages where you want to sell your product/services
Website in English
Elisa Alonso & Elena de la Cova
![Page 41: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/41.jpg)
Website in English
Elisa Alonso & Elena de la Cova
Source: European Commission 2011
![Page 42: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/42.jpg)
Multilingual website
Elisa Alonso & Elena de la Cova
![Page 43: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/43.jpg)
Some strategic decisions… ! Design your international strategy: who do you want to
reach? ! What are your human, technical and economic resources
for the localization of your web? ! Degrees of localization: a strategic decision
(Alonso y De la Cova 2013)
Elisa Alonso & Elena de la Cova
![Page 44: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/44.jpg)
A Web Localization “To Do” List ! Rewrite the text ! Translate the text ! Modify the graphics ! Create new graphics ! Change colors ! Change layout ! Modify tables, forms, data fields, databases
(Multilingual Computing 2008)
Elisa Alonso & Elena de la Cova
![Page 45: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/45.jpg)
International writing
ElisaAlonso&ElenadelaCova
![Page 46: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/46.jpg)
International writing
ElisaAlonso&ElenadelaCova
![Page 47: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/47.jpg)
International writing
Elisa Alonso & Elena de la Cova
![Page 48: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/48.jpg)
International writing
Elisa Alonso & Elena de la Cova
![Page 49: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/49.jpg)
Empower localization teams
ElisaAlonso&ElenadelaCova
![Page 50: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/50.jpg)
Empower localization teams
ElisaAlonso&ElenadelaCova
![Page 51: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/51.jpg)
Localization gaffes
ElisaAlonso&ElenadelaCova
![Page 52: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/52.jpg)
Localization gaffes
ElisaAlonso&ElenadelaCova
![Page 53: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/53.jpg)
Localization gaffes
ElisaAlonso&ElenadelaCova
Source: www.economiadigital.es
Source: www.abc.es
![Page 54: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/54.jpg)
When localisation is a waste of time…
Elisa Alonso & Elena de la Cova
Source: http://www.turismoutrera.org
![Page 55: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/55.jpg)
My students can make it better…
Elisa Alonso & Elena de la Cova
Source: http://mariatrad.wix.com/discoverutrera
![Page 56: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/56.jpg)
Tools
Elisa Alonso & Elena de la Cova
![Page 57: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/57.jpg)
WYSIWYG: Word
Elisa Alonso & Elena de la Cova
![Page 58: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/58.jpg)
Text editors: jEdit
Elisa Alonso & Elena de la Cova
![Page 59: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/59.jpg)
CAT Tools: SDL Trados Studio
Elisa Alonso & Elena de la Cova
![Page 60: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/60.jpg)
CAT Tools: Helium
Elisa Alonso & Elena de la Cova
![Page 61: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/61.jpg)
CAT Tools: WebBudget
Elisa Alonso & Elena de la Cova
![Page 62: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/62.jpg)
CAT Tools: OmegaT
Elisa Alonso & Elena de la Cova
![Page 63: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/63.jpg)
CAT Tools: MemoQ
Elisa Alonso & Elena de la Cova
![Page 64: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/64.jpg)
CAT Tools: Google Translator Toolkit
Elisa Alonso & Elena de la Cova
![Page 65: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/65.jpg)
Web design editors: Dreamweaver
ElisaAlonso&ElenadelaCova
![Page 66: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/66.jpg)
Why should I use a CMS? ! Do I have duplicate (or almost duplicate) content? ! Do I publish in different languages? ! Is my content used across multiple channels? ! Do I use this content often? ! Is compliance an important issue?
(Bret Freeman 2006)
CMS+(middleware)+GMS: success!
CMS, TMS, GMS, GCMS…
ElisaAlonso&ElenadelaCova
![Page 67: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/67.jpg)
GMS: Smartling
ElisaAlonso&ElenadelaCova
![Page 68: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/68.jpg)
Case studies
Elisa Alonso & Elena de la Cova
![Page 69: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/69.jpg)
Whatdoyouthinkaboutthesewebsites?
! hMp://www.caminosdepasion.com/
! hMp://www.baradaluxury.com/es/index.html! hMp://www.jolca.es/jolca/! hMp://www.bodegas'opepe.com/
Localization
ElisaAlonso&ElenadelaCova
![Page 70: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/70.jpg)
Thank you! Gracias
Elisa Alonso & Elena de la Cova
![Page 71: El sector de la localización](https://reader031.vdocuments.mx/reader031/viewer/2022030308/58ee560e1a28abea3e8b4581/html5/thumbnails/71.jpg)
Bibliografía
Elisa Alonso & Elena de la Cova
! European Commission 2011. User Language Preferences Online. Eurobarometer. [http://ec.europa.eu/public_opinion/flash/fl_313_en.pdf]
! Esselink, B. 2000, A Practical Guide to Localization, 1st edn, John Benjamins Publishing Company, Amsterdam.
! Kelly, N. y Stewart, R.G. (2011) The Language Service Market: 2011. Massachusetts: Common Sense Advisory Inc.
! LISA (Localization Industry Standards Association). 2003. The Localization Industry Primer. Féchy, Switzerland: SMP Marketing/LISA.
! Multilingual Computing. Guide to Going Global (2008). [http://multilingual.com/guides.php ]
! Smith, J. 2013. Why Every Job Seeker Should Have a Personal Website, And What It Should Include. Forbes. [http://www.forbes.com/sites/jacquelynsmith/2013/04/26/why-every-job-seeker-should-have-a-personal-website-and-what-it-should-include/]