Category Archives: TAUS

Last updated by at .

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.

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.

My (our) personal professional motif

Hi! This is Alicia, Business Development Manager at Jensen Localization.

This time I am writing a personal article to explain you a small activity that took place during LWC in Barcelona. TAUS organized an interoperability art project in which all participants had to choose at least two features that describes how they see themselves facing interoperability issues.

As you will have read in previous posts, interoperability is more important than we think. It costs LSPs money because the different files formats make us use many different tools (that are not always cheap), but also buyers of translations have interoperability problems because they have not yet managed to make a correct link between software and documentation files. This delays the release of their products because their localization departments have to fix many interoperability errors in the files that could probably be avoided by having a better interoperability strategy.

So, I chose the features below that define my professional attitude towards interoperability:

These features very much define our company’s behaviour. At Jensen Localization we like simple things, we do not like detours and we always try to apply procedures and technologies that make our job more efficient. That’s why we are Pragmatists.

But Jensen Localization is a Realist company. In terms of interoperability, we see that there are very good ideas, but we think it will still take long to be materialized because unfortunately stakeholders have other priorities. As explained at the Interoperability Debate in Barcelona, it seems that buyers and vendors put the blame on each other and this prevents them from agreeing on a common strategy to face interoperability issues.

Our conception of Constructivism is very much in line with that of pragmatism. At Jensen Localization we accept and we make constructive criticism. We all know what we have to do in our business, but we offer you our knowledge to improve the quality of your translations not because we feel we are the best, but because we want you to be the best in your industry. And again, there are simple ways to do it.

And finally, Jensen Localization is definitely a Team Player. We do not have clients and suppliers but partners, and this is because above the financial relationships, we consider us all part of the same team of professionals that have a common goal: delivering high quality localized content. And this applies to interoperability as well, we will be happy to participate in any initiatives that can help to reach a common file format, procedures, or tools that help all stakeholders to sort these issues.

I hope this article will help you to learn more about interoperability and our company philosophy.

For more information, visit

Back from TAUS Executive Forum and Localization World

We had a wonderful time in Barcelona, and as promised, we are back to let you know what we did there. When attending such conferences the days are usually hard and long, but the benefits you obtain (and not only in terms of business opportunities) are worth the effort.

Jensen Localization’s Business Development Manager, Alicia González, attended very interesting conferences about sales, marketing, market trends, technology, new business lines, and she also had the opportunity to meet with some of our clients and exchange views on the localization industry. This is also a great place to get feedback from our clients, which we are happy to say has always been positive.

Interoperability and Machine Translation were the main topics discussed during the TAUS Executive Forum. Interoperability is an issue for stakeholders (end clients, LSPs and software developers). It costs companies a fortune and it goes beyond finding a common file format that is supported by all translation tools. Regarding Machine Translation, everybody agreed that it is here to stay and that each company needs to find the way in which MT will fit their procedures. Some participants showed how MT increased their productivity but also explained why they have not been able to get better results. You can find more information about these two debates in

Something that raised our interest in Localization World was the concept of Transcreation. Often known as “marketing translation” or “copywriting”, we think this will soon have a bigger place in the industry. Companies spend more and more money on marketing campaigns and tools, and despite the increase of social networks and blogging, products still need to be accompanied by interesting marketing texts that are appealing to the prospect client. And these texts also have to be appealing to the prospects in the countries where they will be marketed. As translators, we sometimes talk about creativity, but you will agree with us that it is hard to be very creative when you translate a printer manual. So, this concept of “transcreation” really has a sense in marketing culture, and we do not think it is just a term created by a group of translators feeling more important than others. At Jensen Localization we are really interested in this concept and we are going to do more research on it so that we can also offer to our clients another tool to improve their marketing efforts.

Now we have a batch of ideas to be developed. After attending conferences there is always a lot of follow-up work to be done, but at Jensen Localization we do this with pleasure!

In the picture, our Business Development Manager, Alicia González, with CPSL’s Alien (

Enhanced by Zemanta

TAUS Executive Forum and Localization World Conference

As part of its Public Relations tasks, Jensen Localization will attend the TAUS Executive Forum and Localization World Conference, which will take place in Barcelona in June.

We have been a member of TAUS since February 2010 and we have participated in meetings, round tables and workshops about Machine Translation. TAUS is a non-profit organization that supports the use of Machine Translation as a tool that helps translation creators and translation buyers to reach new levels of productivity, quality and use of the translation.

TAUS supports entrepreneurs and principals in the translation industry to share and define new strategies through a comprehensive range of events, publications and knowledge tools.

Although we are not yet working with Machine Translation ourselves, we are part of TAUS as we want to have first-hand information about the advances in technologies and procedures to know what our role will be in the Machine Translation industry. In this Executive Forum, our Acquisitions and TM Manager Alicia González will be part of an Expert Panel in a debate about MT, where professionals from all the industries involved (buyers of translations, MT developers and LSPs) will discuss the challenges each of them will be facing in this fast evolving industry.

Localization World Conference is an event made up of several speeches made by keynote speakers about the localization industry. This is an event open to LSPs, tools developers, end clients, academic staff and freelancers, and there will be booths from several companies and conferences. Jensen Localization has been attending Localization World Conference since the one held in Berlin in 2008.

Both events give us an opportunity to meet in person with our clients and to meet potential clients. Networking opportunities in these conferences are very important and we managed to establish successful long-term relationships with some of the participants. We hope to continue in this trend and to participate even more in the future.

For more information about both organizations and the events they will organize for the whole year, visit and

Check the lastest news in Facebook, Twitter and LinkedIn and our blog to know how it went!