If you are an app developer or someone who is selling your products through an app that you have released or is already available you should make sure that it is up to the challenge of meeting the heavy demands of the pre-Christmas season. This time of the year and often the immediate week or so afterwards is usually one of the busiest times of the year for sales for any retail business. In fact, for some businesses it’s a make or break period.
Getting your app ready means making sure it is also app optimised, app localised and available to more than those who speak the same language as you. Do you know a good app translator? If you don’t and want to reach more than the limited market who is comfortable with just your language it may be time to get looking.
Apps are out for just about everything these days and they are part of Christmas gift giving to. Can’t think of what you can get for your nephew or niece who is going to turn up for a Christmas get together. Give them an app! When that happens all over the Christmas celebrating world (2.5 billion people world-wide) that means a tremendous opportunity for your business. As long as people around the world can understand the app that relates to your business, of course.
Getting your app translated by a professional translator means more than just literal translation form one language into another. You will want to be a bit more creative and sensitive to other cultures and their geography than that. If you are an app creator in the U.S., for instance, but wish to sell your app in India or Malaysia (yes there are many people in those two countries that celebrate Christmas, even if they are not necessarily Christians), there may be a value in stressing a tropical theme. Christmas in Kuala Lumpur or Kerala can be a sweaty business, but consumers will switch on to anything that they relate to best and that might not be snowmen and reindeer!
Similarly, many people around the world relate more to the Christian, religious message of Christmas, so an irreverent, secular seeming Christmas app might not go down too well in places like Greece, Italy or Spain.
As with any other translation, there are good translators and bad translators and if you want your app to succeed and send business your way it pays to find a professional app translator who has the ability to think about the market it is intended to reach and twist the app’s message and instructions to suit.
Manufacturers tend to slip below the radar when it comes to translation. The focus tends to rest on the marketing of manufactured products after they have been manufactured and distributed to retailers. It stands to reason that many manufactured products need a certain amount of information so that consumers and end users can assemble them and operate them and if this is not in the language where the product is for sale then it can cause all sorts of problems.
The case for professional translation of licenses, warranties, technical documents, instruction manuals and workshop manuals is strong. These documents tend to bypass the packaging and yet are needed if consumers are going to get the most out of the things they buy.
The need for professional translation by manufacturers is easily observed when products of Chinese origin are bought. A lot of well known manufacturers these days outsource the manufacturing to China, Vietnam, the Philippines or India. Multi language manuals are often produced along with these products and are translated quite professionally into several common languages. However, there are also many products that are manufactured in the same countries that are not well known brands. The manuals for these products have also been translated into several different languages, but usually they have not been translated professionally. The results are often incomprehensible. These products are often a lot cheaper than the branded products but the advantage of cheapness is offset by the poorly translated instructions and product support.
The lesson for manufacturers who want to maintain market share is to make sure that they don’t compromise on their translation costs. Professional document translation of the sorts of technical documents that usually accompany manufactured products is preferably done by people who understand the nature of the products they are describing. Technical language is almost as demanding for many manufactured products as it is for legal documents. Unprofessional technical translation, or worse, non human computer aided translation is going to mystify consumes at best and at worst, put them in danger if they do not how to set up or use a product safely.
There are many different brands of automotives available throughout the world. To be the most competitive on the global market, a professional translator is needed to translate important information about the vehicles into many different languages. There are more and more professional translation businesses who are teaching their translators key automotive language used by the big companies. When they are asked to provide a translation in even the least used languages they are ready with the best automotive translators in the business.
Marketing and localisation are the key to an increase in sales
If an automotive company wants to be better than its competitors, marketing to an international audience is compulsory. This can include standard marketing techniques like billboard advertising, websites and posters. The important thing though is to get the information translated into all the world’s languages to allow for the greatest exposure to a global audience.
Manuals need accurate translating
With every auto there is always a user’s manual. This needs to be translated into the languages of the countries which are likely to buy the vehicles. Most autos come with warranties so these need a professional translation too. No car salesperson wants to be confronted by a buyer who can’t understand the warranty rules for an auto they have just bought because it’s not written in a commonly used language.
Voice automotive commands
Many cars these days use controls that use voice as commands. These need a professional translation so that the user fully understands the instructions. There is nothing worse for a driver who makes a mistake because he or she could not understand the voice command because it was not in the right language. Most sensible automotive companies should ensure that the technology used for voice commands are translated into the languages of their consumers. It should be easy for the user to set the right language too.
Customer service is crucial for overseas customers
Many companies these days are not necessarily based in a country that speaks English or another major language. This means when a customer requires support because something doesn’t work there needs to be good professional translators nearby to do any necessary translations.
We have currently reached a period in history when spreading the word about just about anything is expected to appear in a variety of languages and not just in a single language like English. Sometimes translations of exact texts are hard to undertake if the source language is too complex. The text in some translations may take up more lines than in other languages. If you are planning to write an advertising brochure and you will want it translated into a variety of languages the easiest thing to do is keep the language simple. This not only makes it easier to translate but the variation in number of words used in different languages won’t be so great.
Brochures that may have a catch phrase on the front page may find that when these words are translated into several European languages the number of words used may be two to three more than English. Conversely, Korean and Chinese may take up less space because the number of words used is less.
How do professional translation services handle brochure translations?
As brochures are often arranged in an attractive way in order for one to appear similar in different languages sometimes there are too many words so the font needs to be condensed so that it fits in to the required space. Languages where less words are used it’s necessary to stretch the words so that they fill the space.
There are times where the brochure designer thinks that it is more effective to write some words in a different colour. However, not all translation services will be able to mimic the words in a chosen colour and get the meaning right too.
The suggestion is to concentrate on the use of 2 fonts which should be sans serif and a serif. It is possible to bold, italicize and underline but the effect is not necessarily the same in the translated material as the original.
The best way to ensure your brochure gets the best treatment when it’s translated is to consult the professional translator first to decide what fonts and features are best used for your type of translation.
Despite Cantonese being widely spoken, it is often neglected when it comes to translating the language. Even online translators like Google Translate don’t seem to offer Cantonese as one of its translatable languages. Cantonese speakers are now angry because Nintendo has decided to scrap the translation of Pokémon Sun and Moon into Cantonese, despite the fact that there are many marketing translators who can translate into and from Cantonese available to do the job.
Earlier in the year Nintendo announced that the games would be translated into traditional Chinese Taiwanese for Hong Kong residents and for Mainland Chinese into simplified Chinese. But in the process of doing this they have dropped the local names which are in Cantonese characters and united the Mandarin. Hong Kong’s Pokémon fans made their way to the Japanese consulate united in a protest and were offered the support of Civic Passion, the anti-communist party. Their signs and banners were scrawled with slogans demanding the name Bei-kaa-chyu, Pikachu’s name in Cantonese, be restored replacing the name Pei-kaa-jau which is the new name.
The political group, considered to be right wing, became involved due to the fact that the Cantonese language is of great importance to Cantonese identity, which the Chinese Communist Party in government has oppressed. Despite the fact that Pokémon games do not appear to be that important to people, it is just the linguistic diversity that is considered vital to their way of life.
Most translation services ensure that the language they are asked to translate is always translated by a specialist in that language and even someone close to fluency would not be allowed to undertake the translation. It’s important that a translator knows the difference between languages and dialects and gets the translation right. If a professional translation service is asked to provide a Cantonese translator then that will be the translator who is sent to do the job not a Mandarin translator. One of the most important things about today’s translators is their dedication to the link between culture and language so that the translation performed is done in such a way that no-one is upset into the process.
Businesses like yours that are intending on penetrating the global market will not get far unless they interact sufficiently with their desired audience. That means translating your product’s information and marketing materials into the target market’s language. This builds a trusting relationship between your business and your intending customers. One of the best ways to do this is to hire an experienced NAATI translator who has been accredited this status through hard work. A NAATI translation is held in high regard.
The main aim of any marketing material is to promote your product so that it will sell well. This means any professional translation must be perfect. Once the translation has been completed you must make sure that you proofread it for perfection. There should be no grammar, pronunciation or spelling mistakes. You can get someone in your business who understands the translated product information to skim through it to ensure the message is correct. There may be certain metaphors you use or a sense of humour that is embedded in your marketing materials that represent the true nature of your product. If you provide a summary of terms your business uses for the translator to use you will get a better translation the first time round and won’t have to ask your professional translator to do any revisions.
Getting the translations consistent for your products is important so that people recognise your brand from the way it is presented in the translated text. Some international brand names like McDonald’s restaurants have been very successful at marketing their product overseas and have gained a trusting customer base by the way they have created reliable translations in many different languages. They haven’t just relied on English to present their brand as this would not be as attractive in say a Spanish speaking country as a product description in Spanish.
There are many professional NAATI translators who have gained knowledge of many different brands and the language used in the pair of languages they specialise in. This means they can create just the right translation when asked to do so and the client is more than happy with the newly translated marketing materials.
Localisation is without any doubt an investment that will make gains for your business in the future. Like all investments, payment for a localisation project that is paid in advance will reap benefits in the future. Boosting sales through localisation means that the customer base for your product will rise which will mean that the costs of any services you may offer in relation to your product will be spread across your increase in sales.
Traditionally, localisation existed to attract new customers who have little or no understanding of the language where a product originated. It was more about attracting the customer while today customers are seeking out products themselves and are far more attracted by products that have their descriptions localised. Professional translation services can do a great job localising your business so that it becomes a household name among your customers.
There are in reality very few potential customers that are likely to spend time getting product information translated using an online translator and they would much prefer that the language translation has been done for them. They might get the impression that you are offering something they really want but they don’t want to take the risk and make a purchase unless they have read the information in their own language.
Misunderstandings are only too common when potential customers attempting to read information in a language other than their own. If you have not localised your product text, the potential customer may try to use machine translation which may not represent your product in the way you want.
Localising is the best way to be sure that any information about your company, its products and services are conveying the right message in all languages you choose. Some products need to be used safely and product warnings are essential to ensure the safety of your customers. Localisation is quite simply a customer service that both helps to keep customers informed once they have purchased your products and attracts new customers. A NAATI translation is world renowned for its accuracy and can draw in potential customers faster than you could ever imagine.
Fan translation is a translation that is not officially recognised, but is used for the translating of both written and multimedia products. The translators are called fans and unlike certified translation services professionals, have not received any formal education in the art of translating. They often volunteer to translate such things as television series, movies and other audiovisual products.
Fansubbing is the name given to translating movie and TV subtitles. The most common fansubbing is turning English into other languages mostly for Hollywood movies, and US TV drama programmes. When it comes to using English in subtitles entertainment from East Asia is most commonly translated.
Fan translation for video games has risen recently, focusing mainly on the older versions of 1990s games. Scanlation is the translating of comics where the fans go about scanning the comics ad transforming them into images on their computers. They then translate the words placed on the pictures. These translations normally stay in the electronic format and are distributed to viewers and buyers. Groups of fans also act as Fandubbers which is when movies, TV programmes and video games are dubbed. This is an area of translation which is unlikely to see being the work of a NAATI translation professional. Fan translation also takes place for the translating of written fiction, normally short stories.
The fan translation of audiovisual materials, such as anime, first started in the 1980s when fans were offering to provide better translations than ones that at the time were being used in their dubbed form on TV networks located outside Japan.
The earliest fandubbing and fansubbing attempts concerned the manipulating of VHS tapes which was often expensive and took up a lot of time. The first ever reported fansub was the film, Lupin III, that took place in the U.S. in the 1980s. This translation task needed one hundred hours of work just for a single episode!
When you are running a business and you have competitors the chances are you race through everything from marketing to selling to delivery. Speed is important to outwit your competitors so that your revenue is maximised and your costs are minimised, spread over a period of time or spread through your volume of sales.
Translations fit into the same category as any business and those that request document translation services related to the marketing of their products want them done as fast as any other tasks in the running of their business.
Sometimes you have to think twice when it comes to the speed of the delivery of a product and in particular translations. A NAATI translator being told to rush a translation means quality is not met and in the end satisfaction is less.
All translators are bilingual but when it comes to translating a text it doesn’t mean the task can be completed as quickly as a typist types out a letter or a thesis for a student. A typist may be able to type a minimum of 40 words a minute and in many cases more but a translator can only complete around 2 to 2,500 words a day and for a day that runs for 8 hours that is only 5 words a minute.
Of course this is only an average and the speed of which a translation is carried out depends on other variables too such as the context of the translation and how much prior knowledge the translator has in that area. Some translators have created glossaries of the most common terms used in a particular language but they still have to search for the right words that fit in appropriately with the text.
What is involved with a translation?
There is no doubt that every translation is different and not all the original text is necessarily easy to understand let alone translate. In order for a translation to closely resemble the text in not only word for word translation but context and culture too requires not only language knowledge but the ability to interpret the context and thoroughly understand the culture of the translated language. Often linguists need to conduct research to find the best word that fits nicely into a contextual relationship. This will mean the translation will be of a high quality and best suits the client’s requirements.
When people migrate to a country like the U.S. not all of their family are necessarily competent enough to communicate effectively in English. This makes it very difficult when a non-English speaking parent has to handle issues relating to their children in public schools. Organisations representing minority language communities in New York City who have been asking New York City’s Department of Education (DOE) to expand the interpretation and translation services for parents to use in public school interactions have finally won.
The DOE’s efforts to expand access to language resources to bridge the gap between parents and school staff has led to 9 new full-time jobs employed in the Borough Field Support Centres and Affinity Groups who are being given the job of accessing each New York City’s school needs when it comes to providing good accessible interpretation and NAATI translation services.
This expansion means there will be more phone interpreters on standby to talk to parents after 5 p.m. directly without the need to connect first through the Translation and Interpretation Unit and have the call forwarded to a suitable interpreter. There will be interpreters on hand who can speak in a total of 200 languages.
The DOE says it is important that parents can connect with people who can speak their language and convey their concerns to the right people in their child’s school as quickly as possible. The DOE has said it is dedicated to ensuring that parents and the students of their schools will be able to access the services of professionals who are both culturally sensitive as well as having a full understanding of the language that a parent wishes to communicate in.
There are many issues in schools that parents from other cultures and languages may not fully understand when they first come to live in New York City. The same happens in other countries that have large immigrant populations such as Australia that offer translation services in Australia to parents and spouses of immigrants who do not fully understand English when they first arrive in the country. As well as interpreter services they will also need a NAATI translation for official documents and their children’s school records when they first arrive in the country and find a school place for each of their children.