How Sports Globalization Reflects the Internationalization Process

As for any global undertaking, there are huge questions when entering new markets. This is no different for a software company facing internationalization issues or a sports franchise pursuing a globally-recognizable brand.  I came across an abstract for a paper on the internationalization process of soccer team brands (run a search for “internationalization of football team brands” and it will be your first option) and realized that the same concerns that a team trying to spread its brand to a new market has, occur with any company with a global outlook.  In past years, the NFL has played one regular season game per year in London in an effort to promote the game abroad. Similar efforts have been taken by the MLB, NBA and NHL as they expand their market reach.

Firms measure success with internationalization when, after entering a new locale, the firm sees greater economic success. Whether it’s a sports franchise or a firm pursuing an international reach, the measurements are simple: if sales are greater internationally after undertaking an internationalization effort, then it was worth it.

But just throwing a product out on an international market is seldom good enough. Foreign customers need something to grab on to; something they can relate with. For example, popularity of the NBA exploded after Yao Ming became a star because Chinese fans had someone they can relate to. The NBA was no longer some foreign pro sports league, it was a league they had a direct influence on.

Now this may be a leap in logic, but I consider the same idea to be applicable to localization. International markets will seldom use a product that isn’t identified as their own; whether it is because it’s in another language, has non-intuitive instructions or whatever it may be that is lost in translation. On the contrary, when a product as identified as local in nature and as something that is useful, naturally positive results will follow.

If you have any thoughts on this, please don’t hesitate to comment below.

The Circular Path of I18n, Localization, Testing and Internationalization

The internationalization process is often thought of as a one-time event that can be undertaken to be successful in a global market. This thought, however, is not the case. It’s true that i18n is a front-loaded process, but, as successful global vendors know, development is a cycle; everything needs to be revisited and refined to ensure new updates are indeed, internationalization ready. This presentation from last March’s Worldware conference goes over the internationalization process and discusses what companies can expect when implementing an i18n strategy.

Presented by:

Case Study: Internationalizing & Localizing Cisco’s TelePresence

Designed to link together two rooms at any distance, Cisco’s TelePresence has been a valuable communication tool used to link companies across the world. The telecommunication system provides a high-definition video feed along with spacial audio to create a virtual conference room setting. Global in nature, Cisco’s TelePresence faced a number of internationalization and localization issues. Lingoport and localization experts Sajan stepped up to help Cisco face this challenge.

Join us for a free webinar at noon EDT on Thursday, May 19 as Richard Faubert, QA Manager at Cisco joins Adam Asnes of Lingoport and Gary Condon of Sajan to review and discuss the hurdles overcome by the three teams as they completed a successful implementation. The presenters will also discuss how i18n development, localization and testing was tightly integrated into Cisco’s development and QA process, producing better engineering and linguistic results.

Registration is free and is available here: http://www.lingoport.com/internationalizing-and-localizing-cisco-telepresence-a-case-study

Globalyzer 3.5 Release Webinar Recording

Lingoport recently released its latest version of Globalyzer: version 3.5.  Below is the webinar that was held to go over the new features of Globalyzer 3.5, designed to help companies reach new locales and keep software applications world-ready. With the latest release, the time and resources required for internationalization have been cut down significantly through a streamlined internationalization process with Globalyzer. Adam Asnes and Olivier Libouban of Lingoport provide an overview of how Globalyzer fixes internationalization bugs using static source code analysis and helps software teams prioritize embedded strings.

Worldware: Software Static Analysis

This presentation from Adam Asnes and Olivier Libouban of Lingoport progresses from beginning an internationalization plan to actually implementing that effort. There’s a big difference in describing the process of externalizing Unicode strings and actually doing it through an executable plan. This four-part presentation will dive into using internationalization static analysis using Globalyzer while looking over the metrics for success in such a project.

Part 1: The business case for internationalization, character encoding, a Java internationalization example and an overview of Globalyzer’s static analysis.

You may also view this presentation on Slideshare:  http://www.slideshare.net/Lingoport/wordware-2011-lingoporti18nplanningstaticanalysis

Part 2: Requirements in i18n software engineering, locale and code architecture analysis: http://www.youtube.com/i18n analysis part 2

Part 3: An example of how Globalyzer is used: http://www.youtube.com/i18n analysis part 3

Part 4: An internationalization project plan: http://www.youtube.com/i18n analysis part 4

Worldware Demo Derby: Globalization

Last month, four companies assembled at the Worldware Conference to discuss their innovative global products. In this rapid-fire presentation, Sagan with GCMS, Lingoport, acrolinx and RIGI present a quick overview of their products in just ten minutes.

Presented by:

  • Jeff Kent, serving in various roles with Sajan
  • Olivier Libouban, senior project manager with Lingoport
  • Kent Taylor, senior vice president and founder of acrolinx
  • Daniel Goldschmidt, of RIGI Localization Solutions
Presentation time notes:
  • Lingoport-> 0:00-10:00
  • acrolinx-> 10:00-26:00
  • Sajan-> 26:00-37:00
  • RIGI-> 37:00-50:00
  • Questions->50:00-end

Unicode: the Movie

Programmers and developers recognize Unicode as a superset of characters from nearly every language in the world and as a necessary standard to oblige to.  Unicode represents a set of of over 109,000 characters. While that number is impressive, the visual representation of that many characters is simply astounding. I came across a video on YouTube that flashes one Unicode character per frame; it lasts over 30 minutes. Watch the video for about 30 seconds, and you’ll get the idea.

Also, Lingoport‘s Adam Asnes shares how Unicode came into being and how it is a valuable tool for developers to develop in other languages.

How Well is Google Internationalized?

In a recent Google Webmasters video, Google’s Matt Cutts explains Google’s internationalization strategy as an ongoing project. Google is one of the most internationalized websites in the world and is available in over 100 languages, but many of its features are not available outside of the US.

As anybody who travels around the world knows, there are all sorts of regulations to overcome when crossing a border. Information on the web can be thought of in the same manner; some countries require more “credentials”.

Shrinking the Triangle

This is a summary of an article written by Lingoport’s Adam Asnes for the Oct./Nov. issue of Multilingual Magazine. For the full article, see the link below.

The good, fast or cheap (pick any two) triangle has been a topic for localization project managers since the charge towards new markets has become highly competitive. When looking at the barriers to entry into new markets, project managers have been investigating ways to shrink the triangle, so that good, fast and cheap can synchronize into one. 

First off, businesses are looking to keep up with the speed of the world today by being the first to enter into a market or the first to publish a story. Or as the great Will Ferrell once said as Ricky Bobby in Talladega Nights, “If you’re not first, you’re last.”  Secondly, the issue of good is often not even an issue for most businesses; it is expected and it must be proven. Lastly, cheap is often synonymous with poor quality. For this reason, buyers don’t want the cheap option, rather they settle for the good enough option.

Lingoport recently posed this question on LinkedIn discussion boards and got a passionate response from leading vendors and customers in the localization industry. This inspired a virtual roundtable webinar with localization professionals from the translation-side, localization vendor-side, internationalization-side, content development-side, tools and technology-side, as well as from the customer-side shared their view on how to potentially shrink the triangle.

For the full Shrinking the Triangle article by Adam Asnes, visit: http://www.lingoport.com/shrinking-the-triangle

Globalyzer 3.5 Released; Helps Companies Gain Edge in International Markets

With the emergence of international markets as an alternative to a struggling domestic market, companies are looking towards expanding their reach to more foreign markets. In an article published by The China Daily, it is noted that exports have accounted for half of all economic growth since 2009 in the US.

Lingoport’s release of Globalyzer 3.5 is a step forward in internationalization tools. Software companies can more easily streamline their internationalization process in any software development language, and do so in a more efficient manner in order to produce applications that are world ready.

Adam Asnes and Olivier Libouban of Lingoport are holding a webinar on Tuesday, April 19 at 9am EDT & 2pm EDT to present a general overview of the new Globalyzer 3.5 software and to demonstrate how the tool finds, categorizes, tracks, and helps fix internationalization bugs in source code using static analysis.

For more information and to register, please visit http://www.lingoport.com/optimizing-internationalization-i18n-with-globalyzer-3-5

Macroeconomic Argument for American Companies to Internationalize

Summary of article by Philip Guarino of Elementi Consulting (see link below)

You hear it in the news everyday… bad economy this, bad economy that. But are there opportunities that an otherwise good economy would not present?

That answer is yes.

Data gathered by the US Department of Commerce shows that American consumers are spending less and saving more. With exports playing a relatively small part in US GDP, this means that the domestic market that so many companies rely on isn’t yielding the same level of demand that it once did. Additionally, with the depreciating dollar, the power of the money earned domestically is also decreasing. The kicker here is that the dollar is now cheaper for foreign countries to buy. This gives foreign countries more incentive to import products from the US.

The next step is how; how can US companies take advantage of a devalued dollar in a struggling economy? Through internationalization of their products, US companies can make their products more appealing to foreign buyers, thus capitalizing on the increased buying power in the foreign market.

For the full article, visit http://www.elementiconsulting.com/insights/the-export-imperative/

Lingoport has helped companies reach international markets since 2001: http://www.lingoport.com/

Think Latin America Silicon Valley

Next month, the Think Latin America Silicon Valley event will take place in Saratoga, CA on Friday May 6 from 2-8pm. Last year, Think Latin America in Búzios, Brazil was deemed “an incubator of learning and a place to disseminate new knowledge.” Such a successful event could not be restricted to its own region, so event organizers Ccaps, IMTT and Women in Localization have joined forces to bring the event to Silicon Valley.

The Latin American region continues to grow and present new opportunities every day. Attendees will learn how global companies have seized the opportunities in this booming market from both buyer and seller perspectives.

For more information, see the LinkedIn event page: http://events.linkedin.com/Think-Latin-America-Silicon-Valley/pub/615673

Google Webmasters Question – Localized Content

I like to stay up-to-date with what Google Webmasters is doing so I check in every week or so to watch the help videos posted on the GoogleWebmasterHelp YouTube page. I wanted to share a video that has a direct effect on the internationalization and localization community. The question is posed whether it is more effective to have separate domains for each locale (mydomain.fr, mydomain.nl, mydomain.ca, etc.) or to contain all translations within the main domain (mydomain.com).  The presenter emphasizes the importance of good “human” translations to make the translated site resonate with users best.