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Summary of 2016

Believe it or not, another year has passed and we are in 2017. We still do not have flying cars, nor humanoids that can take over our jobs, we did not fix our pollution and overpopulation issues, man did not land on Mars, we do not have social control via electronic devices… or do we?

Yet another year has passed we are, more than ever, prepared to face the challenges ahead.

But first a review of our 2016 blog.

During the Costa del Sol cold winter we were discussing blunders from big brands at Brands, language, and culture. We showed you samples of how a business or product name can create some confusion, if not properly set in the proper cultural context.

At the beginning of the beautiful and blooming Andalusian spring, we described how Danish and Spanish companies can be great business partners at Translation and Business between Danish and Spanish companies. Because what one lacks the other has!

In April there was a historic celebration, the 400th anniversary of the death of Cervantes and Shakespeare, and as we are Translation and Literature enthusiasts we wrote a wonderful article about this in our blog.

Right at the beginning of the summer, we celebrated that one of the first persons to be hired at Jensen Localization Benelux reached 12.5 years with us! In the localization industry and in our fast changing world this is a huge merit. Happy Jubilee, Hendrika!

During the hottest summer days we were discussing air conditioning systems of cars and we realized that there are huge vocabulary differences in car manuals for various Spanish speaking countries. If you want to learn more you can read this article: Automotive Translations – Latin American Spanish equals LAS? When translating, remember that there is no one Spanish for all and all for one Spanish, but a lot of countries that speak Spanish with huge regional differences.

As usually summer brought lots of tourism to Costa del Sol and e-commerce sites flourished to provide services. But to be successful you need to know a few Tips for localizing e-commerce sites.

During the last month of the summer, we started thinking about the October Medical devices event in Munich looking back to all the projects we have worked on in this field. Our experience taught us that Medical devices and localization are indeed a strategic tandem.

In September we also celebrated A day to honor translators and interpreters all over the world. As the 30th September is the International Translation Day.

Autumn arrived with more time to spend at home. Nothing better than sitting on the sofa with a warm blanket and some Web-based Casual Games: Easy to Play but Difficult to Translate to enjoy the indoor time.

The colder weather brought more work and even more staff were hired at Jensen Localization, included yours truly. If you are curious about my personal background you should read our article: Meet our new Business Development Manager, Nicolás M. Fontana.

Or maybe you are worried about health as many illnesses usually are related to cold weather, and illness requires medical devices for their cure. That is why I was at the Munich MDIP 2016 looking for The Experts’ Opinion on Health Care Localization.

Most probably you will be a bit tired of our articles at this point. But keep on reading because we are about to tell you the secret of success… indeed it is what you thought! Unity Makes Strength!

To crown our 2016! We visited the NTIF, which this time was organized in Malmö to better know The Translation Landscape in Northern Europe to prepare ourselves for winter time.

As every year, we once again welcomed Saint Nicholas in Poland and the Three Kings in Spain and spent time with our families following traditions related to Christmas time. Remember, celebrations are also to be taken seriously, and remember that in China they do not celebrate Christmas, which is why languages specialist like us are important to set your translations to the right cultural background.

We hope that you enjoyed reading our blog and that you found useful tips to help you succeed in your business and personal life. If you would like to give us your opinion, if you have questions or any other type of requests please contact us! At Jensen Localization we would like to wish you a successful and prosperous 2017!

The Translation Landscape in Northern Europe: NTIF 2016 Malmö

It was 07:00 am on a cold autumn morning in Malaga. The plane to Copenhagen was heating the engines for taking off and I, the representative of Jensen Localization, was on board that plane.

After 3.5 hours of bumpy flying with plenty of turbulence, I reached Kastrup airport. My next objective was to get to the train station to reach Malmö, a small Swedish city right next to the mighty Baltic Sea opposite Copenhagen.

Tickets in the train station were only sold in machines; it was a premonition of what was lying ahead in this trip, the replacement of humans with machines. Science Fiction? A sad reality? Continue reading to find out what happens.

Two big guys asked all passengers for our IDs before entering the train platforms. The train arrived on time, and it speeded up while crossing the Øresund Bridge, an amazing piece of engineering. Once in Sweden, there was a border control. What for? I still do not know; we spent 25 minutes waiting for some controllers that never showed up.

Øresund Bridge,

Øresund Bridge, Øresund. Source: Wikipedia.

Before NTIF 2016

At Malmö central station the Sun was shining and however cold, I had some time to discover a bit the old town of this northern Venice.

Suellsbron bridge

Suellsbron Bridge

Christmas decorations in Malmö old town

Christmas decorations in Malmö old town

sculpture in Malmö

Optimistorkestern, the optimistic orchestra. It was erected in 1985 to celebrate the opening of the first pedestrian shopping street in Malmö.

That same night, I attended the NTIF 2016 welcome dinner, where I had the pleasure to meet very nice people from Sweden, Latvia, Poland, Hungary, and many other countries. We had a glass of champagne and some nice finger food while chatting. There were too many names to mention as there were more than 150 attendees, so it would be difficult to be fair to everyone.

Nicolás and Anne-Marie

With Anne-Marie Colliander Lind, one of the NTIF organizers.

After some tourism and socialising, it is time to start working

On the first day, the 24th November, there was a tight agenda that took us from all current issues and advances in the localization industry to periods of networking, eating, drinking coffee, and visiting booths.

The conferences made me think more about fuzzy matches. In the future, would it be possible to have standard rules for metrics? Would it be possible to use them globally? I believe that there is a real need for everyone in this business to make these metrics as consistent as possible, as we are currently forced to use the ones established by the big guys in this industry under their own rules.

What most of us already knew, or had a feeling about, was that online translation services might be the next step of evolution in our business. However, will they replace human project management? This is the reason why Translation.net and Matecat instant quote appeared on the market. Will they be successful? Time and customers will decide their fate.

And the day went by. The feared Machine Translation monster is growing, but we should not be afraid of losing our position in the translation process; all rule-based systems and the ones requiring coding will have to be reviewed by an IT specialist that would need to work closely with linguistic reviewers for the best results. The guys at Prompsit (the creators of Apertium, a free open-source machine translation platform) made some remarks about how dependent some organizations in Nordic countries were on these tools and highlighted the concern of Nordic institutions on the impact on Nordic students, who use them to cheat on their homework.

Cultural issues and the job of translators finally recognised

Around midday, I attended a very particular speech, which was not directly tackling translation issues, but culture issues. How do Nordic people look to outsiders? Michael Booth described each Nordic tribe from the perspective of a British man that married a Danish woman and moved to Denmark for love. Scandinavia may seem like the new utopia for many people around the globe, but it also has its downsides. Do you want to know what the similarities between Danish and Norwegian languages are? Have a look at this article on our blog.

typical Dane

A typical Dane, according to Michael Booth.

Because energy moves the planet and our fast developing society, we are happy to see initiatives like the one at one of Europe’s leading energy companies: DONG (for Danish Oil and Natural Gas). With around 6,500 employees, they are planning to increase the visibility of translators in corporate and government organizations. If you are a translator, it is time to say: Finally! Or Hurray!

Florian Faes from Slator updated us on the latest news on the translation industry: the rise of MT, the battle for TransPerfect, Lionbridge reorganization, and how SDL went back to the roots. He also talked about Who Went Where, as the localization industry is one with the highest employees mobility. I am well aware of it! Northern winds brought me back to the warm South, although houses are warmer in northern European countries, you know.

When we were approaching the end of the day, all of us held our hands together and sang Kum ba yah (not really, but it would have been nice) during the presentation about networking tactics by John Di Rico. He made us understand that united we prevail and that business cards should be exchanged with both hands in Japan. Remember this on your next business trip!

After a one-hour break, the time for the real deal arrived: the Dining and Dancing event sponsored by Moravia & Ciklopea, which was indeed a total success. I was surprised by the charisma of Moravia and Ciklopea representatives and amazed by the dancing skills of the participants; that would make any Latino dancer jealous! I suspect that not only Cecilia and Anne-Marie may have some Latin roots.

NTIF dinner

NTIF dinner with Swedish delicacies

NTIF dinner

Time to dance with some Swedish music!

Sales and marketing strategies for translation companies

The last day of the NTIF, 25th November, focused on conferences about emerging business opportunities and again the dichotomy between Machine and Men in translation. The needs to cope with new challenges in the industry: transparency, costs reduction, data control, and a sustainable business model. Very nice on paper, but difficult to achieve in reality.

In the morning, another beneficial and challenging factor that was discussed was the media growth of Facebook and Netflix and their constant struggle to increase video production, as well as subtitling, dubbing/voice over and graphic localization. Adding to this growing cake is the lack of banking rewards for big money savers that is pushing them to invest in growing industries, the translation industry being one of them.

Midday conferences focused on mergers and acquisitions, buy and to be bought. They brought to our awareness that company owners do not live forever, even if they want to, and that sooner or later a merging will even shock or benefit any LSP.

The last two conferences that I was able to attend were about the enormous impact of social media and browsing on our lives, and the importance of creating proper content to reach our target audience. Both of them made a convergence that the old sales method is in decay and that feelings, emotions, connection with your audience, quality and added value are key points in reaching your objectives.

It was a pity, but I could not stay until the very end of the event because I had a plane to catch in Copenhagen to be back in Spain. Luckily, I was able to follow the final part of the event via the Nordic Translation Industry Forum Facebook page.

We, at Jensen Localization, would like to suggest that the 2017 NTIF should be hosted in Fuengirola. Do you know why? Because it is one of the Andalusian cities most populated by Nordic people (according to the 2014 statistics, there were registered 4,500 Finnish, 1,750 Swedish, 1,200 Danish and 800 Norwegians). It is warm, beautiful, with a balanced combination of beach and mountains, you will feel at home!

If you were in the NTIF and I did not have the pleasure of meeting you or dancing with you, please feel free to write me or contact Jensen Localization for any question you may have or just to say hello and keep in touch.

Thank you, Cecilia Enbäck, Anne-Marie Colliander Lind and all NTIF participants for such a memorable event that already has a place in the translation landscape.

The Experts’ Opinion on Health Care Localization

Jensen Localization had the pleasure to meet Dr F.P. Wieringa at the latest Medical Devices Innovation Programme (MDIP) that took place in Munich this year.

IEC member Dr F.P. Wieringa chaired the October 14th MDIP session. He is involved in the NeoKidney Project of the Dutch Kidney Foundation to create a portable device for hemodialysis at home or when travelling.

Dr F.P. Wieringa talks about the importance of localization for medical devices

Dr F.P. Wieringa, Senior Scientist Medical Equipment
Member of CEN & IEC
TNO Science & Industry

We asked him to give his opinion about localization for our blog, as his concerns about the proper use of localization are commonly shared by us.

On the topic of localization he states the following:

“Localization is important. IEC 60601-1: 2005, which is the basic standard for all electro-medical equipment states in clause 7.9.2.1 that instructions for use shall be in a language that is acceptable to the intended operator“.

As we know, from experience, if the translation of a medical device is poor or incorrect the user will not be able to operate it the expected way. A typical example is when nurses of many hospitals tend to add stickers on devices such as scans and x-ray machines to know how to use the most basic functions and avoid the problematic ones. This issue could be avoided with clear and easy to understand instructions in the user´s language. You can learn more about this and other examples of good communication on this article by Dr Wieringa and other authors. Just click on the link and search for “user instruction” to reach this section about stickers on equipment.

Localization becomes even more important if you are designing equipment for home care, where lay persons are the intended operators. Dr Wieringa pointed out that the dedicated collateral standard on home care equipment, IEC 60601-11: 2015, emphasises this by stating:

“As required by the general standard and its USABILITY collateral standard, IEC 60601-1-6:2010 and IEC 60601-1-6:2010/AMD1:2013, accompanying documents for use in the home healthcare environment should focus on the characteristics of the intended lay operator to make the accompanying documents most effective for them” (text from the rationale of clause 7.1 in Annex A.2).

During his opening lecture on the MDIP event, the book Evaluation Of New Technology in Health Care was discussed. We encourage you to get your free copy of this very interesting subject.

You can order a free printed copy of it (no shipping costs, they will be covered by KNAW, the Royal Netherlands Academy of Arts and Sciences) on this website.

Website visitors can also download a PDF Summary and a PDF version of the book.

Jensen Localization would like to thank Dr F.P. Wieringa for his time on helping us in producing this article and sharing his expertise on such a complex subject like home medical devices development.

At Jensen Localization we have long experience translating and localizing instruction manuals and making them acceptable for the intended operator of any medical device. Do not hesitate to contact us if you need further information and let us know how we can help you.

 

Web-based Casual Games: Easy to Play, Difficult to Translate

Creating new web-based casual games requires new ideas. New ideas need new markets to grow. And to reach new markets and succeed, we need motivation and localization.

Fred Di Giacomo and Otavio Cohen had more than enough motivation to succeed. These two brave entrepreneurs and their fantastic team created a very original game for the Brazilian science magazine Super Interessante (In English: Very Interesting) called Science Kombat.

The game illustrates the constant fight between religion and science in search of higher knowledge. It combines famous scientists in a Street Fighter/Mortal Combat fighting mode, plus one final boss that relates to the “metaphorical fight” in between Science and Religion.

The main idea of this game is that each character (a world-known scientist) has a special power, related to the scientific discovery this character has made in his/her real life. For example, Isaac Newton has special powers related to optics and gravity.

The final bosses of the game represent the deities of some of the major religions in the world.

Fans of classic games will like the design of this game, as it pays tribute to old arcade games.

What about localization? In order to succeed in other countries, these games have to pass some interesting translation and localization challenges:

  • Localization of character/heroes names

For example, the name “Charles Darwin”, in Brazilian Portuguese may remain as “Charles Darwin” as in English, but in some languages, it will require adapting. For example, in Latvian, it becomes “Čarlzas Robertas Darvinas”.

  • Localization of achievements and discoveries

They may translate differently in each country. For example, Natural Selection can be translated into Spanish as “Selección natural” while in German this can sometimes be reduced to “Selektion”.

  • UI (User Interface) issues

This is a common localization problem not only in web-based games but also in other web-based programs. UI behaviour can truncate and overlap translations, generating comprehension problems and cosmetic issues that affect end user usability.

These are just a few of the issues you may encounter. So this is why game developers should take localization into account from the planning phase, to avoid delays in the release of the source and target versions of the game. Counting on a reliable localization partner is, therefore, essential.

In the games industry, adapting names, discoveries and historical events is critical to capture the attention of the users and to keep them playing until reaching the Game Over screen. At Jensen Localization, we are very aware of this, and we know how to get the proper translation for each language variety.

Also, our skilled translators and dedicated project managers will help developers prevent localization issues. This teamwork between developers and localizers can help entrepreneurs to promote new ideas, as the more they learn about the specifics of each language and culture, the more additional features or special releases of a game for a particular market they can create. If budget allows for it, of course.

We have the knowledge and the tools to localize such games and to help their creators reach global success. Are you curious to know more? Do you like innovation? Contact us today!

If you would like to play it for free, visit Super Interessante.

Medical devices and localization: a strategic tandem

In our fast growing and developing world, illnesses associated with the aging global population and sedentary living style (Alzheimer, cancer, epilepsy, physiological disorders, hypertension, diabetes, cardiac and respiratory diseases in between many others) will increase the need for the development and production for more and more medical devices.

Population 65+ by region

Population aging trends for the next years. Source: www.newsecuritybeat.org

The advance of technical knowledge on medicine and the use of devices and med gadgets to support it, increases the need for localization of marketing websites, user manuals and general information to be able to reach all patients and doctors all over the world.

With the global over-65 population expected to rise up to 1 billion by 2020, a significant growth in revenues can be expected on devices used in the treatment of age-related illnesses. However, these revenues will not be reachable without the proper localization for each market.

Octobot, a soft robot for minimally invasive surgery

Octobot, the world’s first completely soft robot that may one day be used for minimally invasive surgery.
Source: http://www.medgadget.com/

We have the knowledge and experience that you are looking for to expand the market for your products.

At Jensen Localization we have expertise in the localization of the following medical devices: radiofrequency (RF) generator, molecular diagnostic systems, pacing leads, portable scanners, cardio blade clamps, surgical ablation probes, software for devices, camera accessories for endoscopes and ultrasound systems to name a few.

Ultrasound scanner for smartphone

Ultrasound scanner for smartphones

In addition to our experience in Management of this type of projects we have a remarkable pool of experienced translators for all languages, we can also create professional glossaries and style guides to keep consistency between all documents related to the same product.

Surgical device to treat Atrial Fibrillation

Surgical device to treat Atrial Fibrillation

We have the infrastructure and the knowledge to take any medical device to the right market with the proper translation and localization.

At Jensen Localization we are professionals with more than 16  years of experience. Do not hesitate and contact us for further information.