TAUS Review Magazine #4. Innovation in the translation industry.

At Jensen Localization we put great value into sharing developments and new technologies within the translation and localization industry, and for that reason we want to tell you about the 4th and latest issue of TAUS Review Magazine, focused on innovation in the translation industry.

When you talk about innovation many questions may arise, such as where should the money come from, as R&D can be very expensive. This question is partially answered in this issue, with an article about the importance of governmental support to innovation within the translation industry, mostly concerning machine translation.

Innovation is the future, and efforts are made all over the world to develop and find new ways of doing things. To get a glimpse into how they do it in Asia and Africa you might want to read this issue.

Talking about Asia there is one specific development we find extremely interesting – Neural machine translation. This is where machine translation tries to imitate how human translators do their jobs. If we look at Africa, particularly Ethiopia, the issue here is the gap between and within language communities, which is only getting bigger and bigger. While this is happening there might still be a possibility that the translation industry will revive and become a booming business in the country. You can read how in the article.

Another focus in the review is the different perspectives of innovation in the translation industry. Here you will get a better understanding of the perspectives of journalists, the language itself, translators and the research community.

If we go back to machine translation (MT), like mentioned before, it is still something that needs to be developed further within many different areas. Intel IT has managed to use MT to translate knowledgebase content since 2007, but because of the high costs and complexity very little tests have been made for Multilanguage MT comparisons. Now, Intel IT has recently completed a study using Unmoderated Remote Usability Testing (URUT) software to assess the users’ acceptance level.

To learn more about URUT and innovation within the translation and language industry, please follow this link to read the TAUS Review magazine #4.

Remember that machine translation is just one of the many services we offer at Jensen Localization. Feel free to contact us if you need translation, localization, editing or any other language service.

Translation in the tourism industry. The British and German markets.

The tourism industry is one of the industries requiring massive translations. Businesses in this industry get customers from all over the world and it is essential for them to address their needs not only with high quality resorts but also with high quality service that will enable them to have a positive tourism experience.

As you know, our Spanish branch is located in a tourist area, the Costa del Sol, and there are often events and seminars addressed to tourism industry professionals, as sometimes being in a sunny area with nice beaches is not enough to get the best clients.

We attended two conferences about specific markets, United Kingdom and Germany.

Although they are the traditional markets coming to the Costa del Sol, their habits have changed, as society has changed.

All customers, not only British and German, are now much more informed, and want much more quality. Considering that the British tourist is just looking for sun and beach at low cost prices is becoming a topic that is less and less true. Their interests are as varied as their visitors:

  • Family holidays.
  • Nature and rural areas.
  • Learning Spanish.
  • And yes, the Sun and the beach too.

They are very used to social networks and, as there is a high community of residents living in the area the whole year, they get information easily.

They also book most of their holidays online, instead of going to traditional travel agencies.

As for the German tourists, they are, after the British, the second most important market visiting the Costa del Sol. Their interests are also varied:

  • Nature and rural areas.
  • Culture.
  • Golf.
  • Health.
  • Retirement. They come first as a tourist and then they buy a property and retire.

They are increasing their online habits, but still they rely much on traditional travel agencies.

How can translation help to get business from these markets?

Most of the bookings are done in their country of origin, so they should learn from you before coming to your destination. Build a nice and user-friendly website, adapt it to all formats (tablet, mobile, wearables, etc.), interact with them in social networks, establish strategic partnerships with in-country professionals and attend industry events. And when you do all this, take into account their language, their culture and their values. Maybe you think that the best you can offer is your swimming pool, when maybe they are more interested in your restaurant.

And what about when they are here? Make sure your staff can communicate with them, that they can be helpful if they have an issue with their passport, if they need medical assistance, etc. Providing a leaflet in their language with some tips about how to avoid being stolen or what to do in case of a medical emergency can be a good starting point to make customers feel you care for them. In appreciation, they will for sure talk about you with relatives and friends, both online and offline.

As mentioned in the conferences, the customer is not the purpose of the business strategy, but one more element of it. So, taking him into account from the very beginning will help you to meet his needs more easily and increase your sales.

At Jensen Localization we can help you to be known in the origin countries when British, German or any other nationality tourists are planning their holidays, and to bridge the language gap with them once they are in your establishment. Feel free to contact us for more information!

Networking in the translation industry. The GALA conference in Seville.

GALA roll-upIt is time to find cooperators and not competitors. Competition exists and will always be there, and actually I think that our competitors are more outside the translation industry that inside.

Compared to other industries, I think that the translation industry is quite collaborative, long before the term networking term was coined.

Therefore, we are very used to do networking. We attend congresses and seminars where we find both freelancers and translation companies with whom we discuss opportunities for collaboration, because even if we do the same, there is always something where you are the best and something where you need help.

The last event we attended was the GALA conference in Seville, Spain, held in the end of March.

It was the first time we attended a GALA event; we attended conferences in the past such as Localization World, or TAUS Summits, but we never attended any event from GALA. And I must say that it was nice to be back in a translation event.

I thought it was going to be a European event, so to speak, and it came as a nice surprise to see that there were people from all over the world, from the US to South Korea and a large representation of Argentinean companies.

From this blog I want to thank the GALA organisers for organising a networking event where, in a very few minutes, we had the opportunity to meet around 60 people, which is absolutely not bad.

Does this mean that I will make business with each person I met? That would be great, but it is not the purpose of a networking event. In a networking event you get a first picture of a person or business, and it is not until you are back in your office that you start contacting those that attracted your attention most. Do not be afraid if you do not close a deal after a networking event, or if you do not hear soon from someone you met. Maybe at that moment there was not a need to get in touch, but that need may arise later and be sure you will be contacted if they need you.

So, do not worry about preparing a perfect sales pitch for a networking event. Instead, try to get information from your counterparts, see how you can help them and they will in return ask you how they can help you. And it is then business may come.

Attending all sessions was completely impossible, for obvious reasons, so I had to make a choice. Due to my job position, I focused on the sales speeches, and I enjoyed very much the open discussion about collaborative selling with Anne-Marie Colliander Lindt from Inkrea.

Despite companies having a sales specialist, companies need to be aware of the fact that all departments are part of the sales cycle. The whole staff needs to be aware of it too, and for that they need information and training.

For example, if the IT department helps the production department, PMs and translators will be able to work more efficiently, and therefore, the client will trust the company more and this can lead to more sales.

PMs are the ones talking with clients on a frequent basis, they are the ones clients will ask when they need help, and they are the ones getting important feedback from the client that can help the sales staff to prepare specific offers and proposals to increase sales.

And this is true not only for translation companies, but for any company. Communication, proactivity, team spirit and thinking about the general benefits and not the individual ones will be crucial in the success of your company; no matter how good your translations are or how much you invest in technology.

TAUS Review. The Data issue.

As a translation and localization company constantly trying to improve the industry and narrowing the linguistic and cultural gap between countries, we are proud to be a member of the Translation Automation User Society (TAUS). Like TAUS, we too want to help the world communicate better and we are happy to share with you their online magazine, addressed to anyone interested in globalization and better communication across countries and cultures.

In their latest edition, the “data” edition, TAUS talks about data related to the translation industry, also called translation-related-data, which concerns who is involved with the data, what the is data about, what the data source is and when the data is originated. Since many find that there is not enough data regarding the translation industry, specially for Asian languages, this topic is further discussed in this magazine.

Another interesting article worth reading is about Google Translate, which answers many questions one might have regarding the world’s most used online translation tool.

In this issue TAUS also brings you on a trip across the world from Ethiopia to Japan. Translation is used everywhere and even though the world is starting to become more and more homogeneous there are still places where much improvement will be required.

To learn more about the translation industry in both Ethiopia and Japan and much more, please follow this link to TAUS Review Magazine.

And if you want to learn how translation can be a useful tool for your company’s worldwide presence, do not hesitate to contact us.

When ‘No’ doesn’t exactly Mean ‘No’

Our colleague Magnus, native Swedish speaker, sent us this picture from an automatic teller machine in Spain:

Translation error in automatic teller machine.

The quality is not very good, and we have removed sensitive data (and of course the name of the Bank), but some of you will spot the error easily.

For those of you who are not familiar with the Swedish grammar, here is the explanation:

We all know how to withdraw cash from these machines, don’t we? If we want to continue with the operation, we press Yes (Ja in Swedish). And if we do not want to continue with such operation, we press No, which should be Nej in Swedish. However, as you can see in the picture, it reads Inte, which means Not (the particle used to build negative sentences in Swedish).

This is a very common error in companies that prefer to take shortcuts in their international communication strategy. First impressions are very important, and this apparently tiny error can prevent this bank from getting a client. It does not prevent you from withdrawing money but, would you trust a bigger operation in a bank that does not give you accurate information in your language?

Oral, written and visual communication are extremely important for companies, no matter if they are an international bank or a small shop in a tourist area. The way you communicate things will define the way your clients and potentials will perceive the services you are offering them, and approaching them in their language will make them feel at ease and make a step in the so difficult world of getting and engaging clients.

If you want to know how we can help you to go global and break language barriers thanks to translation, do not hesitate to contact us.