Common Sense Advisory: “How to Craft a Multilingual Web Strategy”

Common Sense Advisory, Inc., an independent market research firm specializing in the language services industry, has released “How to Craft a Multilingual Web Strategy.” The report uses the US Hispanic market to showcase the best and worst online ethnic marketing strategies from 12 global companies, including GE, Samsung and McDonald’s.

For info, email info@commonsenseadvisory.com or visit http://www.commonsenseadvisory.com

Advertisements

Growth of the Gadget

Use of PC’s has increased at a steady rate while use of tablets and smartphones forcasts to be increasing at an exponential rate in recent years. Also note how use of devices will increase in foreign countries in the coming years.

Do you have the strategies in place to become global ready and take advantage of this expanding foreign market?

Netflix Announces Streaming Expansion to UK & Ireland

Netflix to Launch Service in the UK and Ireland for Streaming Movies and TV Shows in Early 2012

Netflix announced today that they will expand their streaming services to the UK and Ireland by early 2012, a move that will offer unlimited streaming to internet devices for users in those locales.

Netflix has expanded its international reach greatly in recent years by expanding to Canada in 2010 and to 43 countries in Latin America and the Caribbean in September 2011.

For more information please visit http://netflix.mediaroom.com/index.php?s=43&item=415

What Does English Sound Like to a Foreigner?

Most of us have an idea as to what foreign languages sound like. We can identify the different tones and sounds as belonging to say German or Italian, although we don’t fully understand all the words. So what does English sound like to a foreigner? Thanks to this short film entitled Skwerl we get an idea…

Game Localization: the Basics

With a number of foreign markets emerging with buying power and tech-aptitude, product managers are focusing more on adapting their products to those foreign markets. This is especially the case with the emergence of smart phones and social networks that are capable of providing a platform for games. The combination of these emerging markets and emerging game platforms has led to an emphasis on localization for game developers.

Game localization is the process of preparing a game for a new locale. It goes beyond simple translation to consider linguistic issues, hardware issues and cultural differences that each target locale requires. Like all forms of localization, game localization has become a paramount task for developers to undertake when creating a new game with so much of the game market coming from non-English speaking countries. From context for translation, to understanding cultural differences, ensuring quality is paramount to a successful international release.

Language

“All your base are belong to us” – an infamous line from the 1991 video game Zero Wing that has become something of a cultural hit. Translating a video game’s dialogue is a tricky task. Translators need to work off of context, something that standalone video game text does not provide. With so many games now allowing users to make their own decisions, the context for each point of dialogue is different in each instant. Planning ahead and providing context to the translation team, instead of just a translation sheet, assures better quality, and better ease of translation.
Also take into consideration that different languages use a different amount of text to convey the same idea. Don’t overlook resizing of text boxes, and ensure that there is enough space available for the necessary text.

Culturalization

Like any product being prepared for a new locale, cultural aspects must be considered when localizing. Games are no different. Typically, gamers in Japan are drawn to younger game characters on a quest to find themselves while American gamers are drawn to older, more rugged ones. The perception of violence, blood and gore in video games will also affect public opinion on a localized game. Keeping track of where those aspects of the game are in your development process will save time when localizing. Do the necessary research to understand what your target market values in a game. Take care of this first, it will prove valuable in the long run.

Legal

Countries have different governing bodies that enforce ratings on games. Issues with violence, sex or foul language must be considered when preparing a game for a new locale. It is possible that a game can be banned if it does not meet the standards set in place by the governing body in a new territory.

Conclusion
Ensuring that all these steps are taken will grant a more successful international release. Taking note of where localization issues will arise, during the initial game development process, will save time and money when aiming for a simultaneous release in multiple markets.

Gamers take value in high-quality games. Taking the necessary steps to understand a foreign market is valuable to the success of a localized game. Developing games for multiple locales? Visit Lingoport.com for internationalization support.

Lingoport and Cisco Systems to Co-Present at Localization World Silicon Valley 2011 in Santa Clara

Kent Grave of Cisco Systems and Adam Asnes of Lingoport to Discuss Creating an Internationalization and Localization Plan

BOULDER, CO – October 7, 2011 – Lingoport, a leading provider of software internationalization tools and i18n consulting services, announced today that Kent Grave, Program Specialist I18N and L10N at Cisco Systems and Adam Asnes, President and CEO at Lingoport are speaking on creating an internationalization and localization plan at this fall’s Localization World Silicon Valley 2011 in Santa Clara, California. The presentation takes place on Tuesday, October 11th at 4:30pm at the Santa Clara Convention Center.

Cisco and Lingoport have recently joined forces on internationalizing and localizing Cisco’s TelePresence, an advanced video conferencing system that provides a 1080p video feed along with spatial audio, creating a virtual conference room. Kent Grave will focus on discussing localization related aspects and Adam Asnes will provide additional insights on how to create an internationalization project plan in this hour long presentation. Program details and speakers’ biographies are available at http://www.localizationworld.com/lwsv2011/programDescription.php#C4.

Localization World provides an excellent opportunity for companies interested in production or sales in international markets to learn from experts in software, social media, advertising, marketing and publishing, as well as specialists in localization, international web development and sales. The conference features keynote speaker Sarah Lacyauthor of Brilliant, Crazy, Cocky: How the Top 1% of Entrepreneurs Profit from Global Chaos and senior editor at TechCrunch.com, and program speakers include senior executives from large and mid-sized international enterprises and research companies.

Localization World is produced by MultiLingual Computing, Inc. and The Localization Institute. To register, please visit: http://www.localizationworld.com/lwsv2011/registration.php. Press passes are available with official press credentials by contacting Kevin Watson at 208-263-8178.

Lingoport also announces that it will host a panel discussion and networking event on the eve of Localization World in Santa Clara on Monday, October 10th starting at 2:30pm. For additional information, please visit: http://www.lingoport.com/training-events/leading-globalized-software-development-i18n-l10n/.

About Lingoport (www.lingoport.com)
Lingoport helps globally focused technology companies adapt their software for worldwide markets with expert internationalization and localization consulting and Globalyzer software.
Globalyzer, a market leading software internationalization tool, helps entire enterprises and development teams to effectively internationalize existing and newly developed source code and to prepare their applications for localization.

For more information, please visit http://www.lingoport.com or http://www.globalyzer.com or contact Lingoport at +1 303 444 8020 or info@lingoport.com.

####

Website Localization: Factors to Consider

The Emergence of Brazil

With nearly one-third of the world population using the internet, more and more opportunities are arising for people to communicate and for companies to reach new markets. Adapting an e-commerce website to a new locale has become an essential way for online businesses to survive and thrive in new markets. In an insightful post from the GPI Translation Blog, we learn first hand some of the strategies that go into localizing a website for a new locale; specifically Brazil.

Brazil will be in the world spotlight in the coming years with the 2014 World Cup and the 2016 Summer Olympics in Rio de Janeiro. China gets the headlines as the next economic superpower, but Brazil lies-in-wait as another market ready to explode. With a current base of 50 million Internet users, Brazil presents an excellent business opportunity for companies. But what specifically must be done to sell to these new consumers? Selling strategies in the United States do not stick in Brazil; new approaches must be developed.

Brazilian Market

  • The Internet is predominantly used by upper and middle-classes, but government initiatives have worked to gain funding for Internet cafes to help lower income groups have Internet access.

Brazilian Consumers & Culture

  • Brazilian society places high importance on looking good and appearance.
  • Brazilians prefer goods made within their own country whenever possible.
  • Decision-making power for Brazilian women has increased.
  • Brazilians are often budget-conscious and look for the absolute best value they can find.
  • Latin cultures place great emphasis on family and community, Brazil included.
  • Brazilian culture values masculinity which can be depicted as achievement, success, adventure and fun.

Brazilian Portuguese vs. European Portuguese

  • When localizing a website for Brazil, consider many of the spelling and verb tense differences within the two main Portuguese dialects.

SEO & SEM in Brazil

  • As all marketing strategies go, Brazilian SEO campaigns need to be multidimensional.
  • Be advised that while focusing on Portuguese search terms is important, bilingual users also use English to search and navigate the Internet.
  • Keywords and key phrases need not just be translated. Cultural and linguistic issues affect what people search for.

For more information on this subject, please visit:  http://blog.globalizationpartners.com/brazilian-website-localization.aspx