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Localisation

ELITEX 2008 Lodhi Road New Delhi 17-18 January 2008 Electronics and Information Technology Exposition Seminar Sessions: Securing Indian Cyber Space. Localisation. The Global Perspective. Reinhard Schäler Director University of Limerick Reinhard.Schaler@ul.ie www.localisation.ie. TM.

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Localisation

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  1. ELITEX 2008 Lodhi Road New Delhi 17-18 January 2008 Electronics and Information Technology Exposition Seminar Sessions: Securing Indian Cyber Space Localisation The Global Perspective Reinhard Schäler Director University of Limerick Reinhard.Schaler@ul.ie www.localisation.ie TM

  2. The Localisation Research Centre • About • A research centre of the University of Limerick, established in 1995 at the Department of Computer Science and Information Systems. • Our mission • To provide relevant well-researched content-rich information on future trends and technologies • University of Limerick • Offers one-year taught, grant supported • Graduate Diploma in Localisation Technology • Master of Science in Global Computing and Localisation • Area Coordinator Localisation in multi-million euro Next Generation Localisation Centre funded by Irish Government (2007-2012) • Funded PhD and PostDoc positions open -> www.localisation.ie We educate the best minds in internationalisation and localisation. (c) LRC 2008

  3. What is Localisation? Involves taking a product and making it linguistically and culturally appropriate to the target locale where it will be used and sold. (lisa.org) Is the process of adapting a product to the requirements of a target locale. (globalization.com) … the linguistic and cultural adaptation of digitalcontent to the requirements of a foreign market. … the provision of services and technologies for the management of multilinguality across the digital, global information flow. [… the commoditisation of translation services.] The process of adapting a program for a specific local market. (microsoft.com) The process of converting a program to run in a particular locale or country. (ibm.com) In 2008, the industry is estimated to be worth US$10b (c) LRC 2008

  4. Agenda • Why localise? • Perspective matters • What are the challenges? • It’s not just translation • How to respond? • Localisation R&D (c) LRC 2008

  5. Why Localise? 1 Perspective matters

  6. Moral:So oft in theologic wars, The disputants, I ween, Rail on in utter ignorance Of what each other mean, And prate about an Elephant Not one of them has seen! And so these men of Indostan Disputed loud and long, Each in his own opinion Exceeding stiff and strong, Though each was partly in the right, And all were in the wrong! The Elefant Story American poet John Godfrey Saxe (1816-1887) based this poem, "The Blind Men and the Elephant", on a fable that was told in India many years ago. It is a good warning about how our (sensory) perceptions and perspectives can lead to misinterpretations. (c) LRC 2008

  7. Single-dimensional mainstreamLocalisation • Increase return on investment (ROI) • IF there are markets rich enough to buy our products • THEN adapt our already developed products superficially to the requirements of these markets (with a minimum effort) • AND sell them into these new markets for a similar price as the original product (there is no easier way to make money) • Short-term tunnel vision • Low risk – low value – low return (c) LRC 2008

  8. Localisation Business Case, step 4 4. Priority AssessmentClassify your geographical regions according to three tiers, with Tier 1 being the most important, e.g. Tier 1English, German, Chinese and Japanese Tier 2French, Italian and Spanish Tier 3Polish, Czech, and Russian Knowing what regions fall into which tiers will help you set priorities, budgets, schedules, and resources. And finally, be sure to get upper management to approve these priorities. Richest countries 2004 GNP per capita in US$ Luxembourg $56,380 Norway $51,810 Switzerland $49,600 U.S.A. $41,440 Denmark $40,750 Iceland $37,920 Japan $37,050 Sweden $35,840 Ireland $34,310 U.K. $33,630 Notes: 1/ Scandinavian countries are rich but have a small population. 2/ FIGS are highly developed and have big populations. 3/ China is poor but has a huge population. (c) LRC 2008

  9. Countries according to their GDP GDP per capita >US$15,000 ■US$10-15,000 US$3-10,000 ■US$1-3,000 in pink ■<US$1,000 (c) LRC 2008

  10. Multi–dimensional non-mainstreamLocalisation • Social reasons • Bridging the social divide • Political reasons • Access to information • Cultural reasons • Survival of languages and cultures • Long-term investment • Market penetration (c) LRC 2008

  11. A different perspective No room for growth in USA, little room in Europe and enormous growth potential in Asia. – From short-term ROI to long-term investment. (c) LRC 2008

  12. Hightech for the Poorest Annual growth rate of users of mobile phones 1999-2004 in % Percentage of users with prepaid cards, 2004 (c) LRC 2008

  13. Country road to data highway (c) LRC 2008

  14. Perspective matters Your viewpoint does not only reveal opportunities It can also cloud your judgement and hide them from you Changing your perspective can help you to avoid misinterpretations and generate new points of view

  15. What are the Challenges? 2 It’s not just translation

  16. Challenges and projected growth • More languages in less time without an increase in budget (target: 10-20% increase in productivity p.a.) • Language technologies • Process automation • Business models: crowdsourcing, wikifization, community L10N • Enterprise and consumer localisation • Scheduled, large volumes, deltas • Adhoc, small volumes, instant • Multidimensional localisation • Instrument of commercial globalisation • Instrument of political, cultural, social globalisation (c) LRC 2008

  17. Geography / Languages Delta Culture Simship Global Standards Values Open Asia Rights Proprietary • How to deal with today’s main localisation challenge: • Simship a growing volume of continuously being releaseddigital content into more languages with an acceptable quality but without an increase in cost. Europe Trial & Error General technical Any content Symbols Manuals/UI Content ROI Documents/ Boxed products Investment CD-ROM Continuous Rights-based Online RCycles Pure Internet-based Rationale Medium of delivery The localisation industryVectors of scalability and growth (c) LRC 2008

  18. Traditional Limited versions Craftspeople (art) Slow manual process Domestic market Future Large scale Professionals (business) Fast turnover Global competition Industry Trends Automation – Standardisation – Process Control (c) LRC 2008

  19. Lessons from other industries • Other industries faced similar issues • Had to standardise in order to automate • The most successful standard ever: the 60o angle with flattened apex screw • Took a long time to develop • Required the agreement and support of many people, highly political process • Was needed • It ushered in the assembly line and mass production and ushered out the world of craftsmen and customized production. (c) LRC 2008

  20. It’s not just translation Once internationalisation and basic linguistic issues have been addressed, process automation is key when responding to new localisation challenges and projected growth. Learn from other industries – standardisation and interoperability pre-requisites for automation.

  21. How to respond? 3 Localisation R&D

  22. R&D infrastructure and targets • Develop standards in localisation • Demonstrate their advantages • Evangelise  • Be pragmatic  • Develop demonstrators, conceptualise • Commercialise concepts • Make products available, demonstrate benefits • Commercial Open Source (c) LRC 2008

  23. Linguistic Metadata All target data Status and process information The potential for an Automated Platform XLIFF as the Localisation Memory All native source material String-based Translation Directives Previous Translations Translation Router According to time, quality and budget requirements Using available resources TM TermDB MT Editor Localisation Request Localisation Response ` XLIFF XLIFF XLIFF XLIFF XLIFF Translation Web Services Translation Web Services Leverager VerCntl Analyser WCount Human Localisation Services Services and Distribution (c) LRC 2008

  24. Benefits of tools distribution and process automation platform • Better access to technology – increase in uptake • More localised digital content: more linguistic and cultural diversity – less cultural dominance • Benefits will mostly be in the social, cultural and political space • Citizens, governments and social partners • Dramatical improvement of access to digital information (medical, eGovernment, news, … knowledge) • A significant investment is required • International collaboration will reduce costs and produce better results • Investment to be made by interested parties (c) LRC 2008

  25. Localisation R&D Collaborative development initiatives leading to accessible and affordable localisation tools distributions and localisation process automation platforms. Be pragmatic in relation to standards, build demonstrators, demonstrate tangible benefits, distribute as Commercial Open Source.

  26. Conclusion • The rationale for localisation is multi-dimensional. • Social, cultural, political dimensions of localisation need to be opened up – access to digital information in your own language is not ‘a nice to have’ but a right. • Technology development needs to be initiated, following basic linguistic enabling of operating systems and applications. • Professional training and certification – such as that offered by The Institute of Localisation Professionals (TILP) Certified Localisation Professional (CLP) programme – implemented world-wide. (c) LRC 2008

  27. Thank you! www.localisation.ie Reinhard.Schaler@ul.ie

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