RED & BLUE INTERNATIONALGlobalization Solutions

The Hows and Whys of Localization for International Markets

MASSACHUSETTS

EXPORT EXPO 2013

Yun FangCEO

RED & BLUE INTERNATIONAL•Simultaneous and Consecutive Interpretation

•Audio/Video, Voice-over

•Website, Gaming, Software Localization

•Marketing Communications

•Legal Services

•Event Services

•Technical Writing

•Language and Culture Training

WHY LOCALIZATION IS CRITICAL TO SUCCESS

“By 2015, companies that

focus on integrated

processes for local

marketing enablement

will increase revenue by

15-20%.” Gartner's Top 10 Marketing Processes for 2012

http://www.nimblebridge.com/7-benefits-localized-marketing/

WHAT SHOULD YOU LOCALIZE?

Products – Services – Marketing

• Printed Marketing Materials

• Website

• Audio/Videos

• Phone Prompts

• Emails

• Social Media

• Legal Contracts

- Red & Blue International

Top Ten Languages on the Internet

APPLE – BUILD APPS FOR THE WORLD

1. Localize your metadata in the App Store.

2. Internationalize your app.

3. Translate the User Interface.

4. Promote your app in local markets.

https://developer.apple.com/internationalization/

“Your app deserves a global audience. Distribute apps in more than 150 countries. Localize apps for more than 40 languages.”

TRANSLATION ERRORS CAN BE COSTLY

• Accuracy- Contract mistakes lead to lawsuits

- HSBC’s slogan “Assume Nothing” mistranslated to “Do Nothing.”

• Specialized

• Localized - Video localization

- The German term GmbH v.s. LLC or Corp. Sources (in order): KeyLingo Translations, http://keylingo.com/Blog-Keylingo/legal-translation-services-can-prevent-mistakes.html; Mental Floss,  http://mentalfloss.com/article/48795/9-little-translation-mistakes-caused-big-problems#ixzz2mQoVWruc; The Marketing Analysis, http://blog.themarketinganalysts.com/2012/03/the-high-cost-of-legal-translation-mistakes; Irish Exporters Association: http://www.irishexporters.ie/section/ExportImportDocumentation

AVOID PITFALLS

• Word-for-Word Translation

• Pepsi’s “Come alive” was translated in Chinese ads as “We bring your ancestors back from the grave.”

• Translation Software

• Lack of Industry Knowledge

• Different local dialects/customs/norms

String beans: judías verdes, ejotes, vainas, porotos verdes, habichuelas

ENSURE HIGH QUALITY LOCALIZATION

• Professional linguist

• Human power

• Industry specialized

• Native in destination languages

- Red & Blue International

Yun Fang

CEO, Red & Blue International

yun.fang@redblueint.com

617.945.7083

125 CambridgePark Dr. Ste. 301

Cambridge MA 02140

www.redblueint.com

info@redblueint.com

RED & BLUE INTERNATIONALGlobalization Solutions