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Chapter 12. Linguistic resources and localisation 197– User interface space restrictions (size, structure, display quality, memory)– Context (or lack thereof) and visual translation environmentLanguage experts working in localisation as translators cannotrestrictthemselvesto translation per se; in fact, translation very often takes up only a fraction oftheir working day, the rest they spend on file management, translation memoryand terminology database maintenance, coordination between large groupsof translators, as well as linguistic testing of the target material.2. LocalisationThe rationale behind current localisation efforts has remained the same since theearly 1980s when the first localisation projects were undertaken: it is the drive toincrease sales. When the sales and marketing experts of large US-based IT developersin the 1980s looked for opportunities to grow sales outside of their nativeUS-market (which was by then considered to be largely saturated), they targetedEurope as their next major market. This was the moment that the localisation industrywas born. Although people living in large European economies, such asGermany, France, Italy and Spain, had a need for and the means to buy expensivecomputing hardware and software, they could not use them in English. Word processors,spreadsheets and, soon after, presentation software had to be translatedand adapted for these new users.2.1 Increase ROIThe formula to achieve an increase in short-term return on investment (ROI) wassimple: adapt an already developed product superficially to the requirements offoreign markets, with a minimum effort, and then sell it into these new marketsfor a similar price as the original product.Multigual digital publishers soon realised that they could increase their profitmargins even more if they implemented small changes in the way their originalproduct was developed, so that the cost of adaptation (or localisation) couldbereduced even further. Products were made more easily localisable, functionalityand content were separated and globally acceptable content was used whereverpossible, based on the lowest common denominator (LCD) of cultural acceptability.The main aim was to offer a world-ready out-of-the-box product. Developersstarted to use recognisable colours, symbols, sound and signs, because the lowerthe adaptation effort – the higher the potential earnings. The overall aim was (andstill is) to reduce localisation to translation.
198 Reinhard SchälerWhile localisation was made easier and became less expensive, translation becameone of the biggest single cost in localisation and, therefore, the first and mostimportant target for automation efforts. Leveraging was the order of the day, localiserswere asked to re-use as much as possible from previous translations, toprocess as much as possible and to translate as little as possible. Changes to thesource text were limited to an absolute minimum to eliminate a domino effect: justone change in the source would trigger off adaptation efforts in all of the differentlanguage versions.2.2 Key phasesWe identify three key phases in localisation since it emerged as an industry in themid 1980s.Table 1. Key phases of localisationPhase Period CharacteristicI 1985–1995 Initial unstructuredII 1995–2005 StructuredIII 2005– VirtualThe first phase was characterised by ad hoc solutions to what were then perceivedto be ad hoc problems. Even senior people in the industry were proud to say thatthe biggest attraction of localisation for them was the constant change, that notwo projects were ever the same. It was not unusual then to hear managers say, forexample, that checking what aspects of a previously translated version of a projectcould be reused would be more expensive than paying the translators to simply geton with the translations of the new version.The second phase of localisation saw a certain degree of maturity emerge. Localisationprojects no longer had to rely on heroes living on take-away pizzas and onengineers that fixed problems as they occurred. Organisations such as the LocalisationIndustry Standards Association (LISA) and the Localisation Research Centre(LRC) made case studies and best–practice recommendations available, while – forthefirsttime–twodistincttypesofthird-partytoolsandtechnologiesrevolutionarisedthe way localisation was done: user interface (UI) localisation platforms,such as Catalyst and Passolo, and translation memory systems, such as TRADOSand the IBM Translation Manager.The third phase of localisation is still evolving and will mainly be characterisedby a move from desktop-based to web-based localisation environmentsresponding to the needs of distributed localisation teams working on the management,the engineering, testing and translation of digital material into close to one
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