Avoid Getting Lost in Translation

1Avoid getting lost in translation. #T10Expo @RichardMBrooks

@RichardMBrooks

[email protected]

+44 1908 557 900www.k-international.com

TITLESub title

2Avoid getting lost in translation. #T10Expo @RichardMBrooks

HELLORichard Brooks. CEO K International

@RichardMBrooks+44 1908 557 [email protected]

3Avoid getting lost in translation. #T10Expo @RichardMBrooks

“oh… what languages do you speak”

4Avoid getting lost in translation. #T10Expo @RichardMBrooks

I leave the translation to the

clever people.

5Avoid getting lost in translation. #T10Expo @RichardMBrooks

“so… you use robots to do the translation?”

6Avoid getting lost in translation. #T10Expo @RichardMBrooks

I am fluent in over six million forms of

communication

I’m being sarcastic…

7Avoid getting lost in translation. #T10Expo @RichardMBrooks

“so… why can’t you just google translate it?”

8Avoid getting lost in translation. #T10Expo @RichardMBrooks

http://www.k-international.com/blog/google-translate/

9Avoid getting lost in translation. #T10Expo @RichardMBrooks

10Avoid getting lost in translation. #T10Expo @RichardMBrooks

From Bric to Mint

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Notice the time it took to shift to the west and time it will take to shift back to the east (actually at a speed of 140 kilometres a year, the fastest in history).

12Avoid getting lost in translation. #T10Expo @RichardMBrooks

To download click here

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Each colour represents a billion people.

18Avoid getting lost in translation. #T10Expo @RichardMBrooks

More people live inside the circle than outside of it

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• High growth economies in the digital age imply they won’t go through the same growth curve as we did… it’ll be faster.

• Technology, even innovation can be replicated. • Population size will become more important. • Developing economies will demand services faster than

products.• Services such as; healthcare, financial, leisure, education will

be imported in. • Talent will be drawn to the new economies.• Governance needs to improve quickly in the developing

economies.

What will these economies need?

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• Fastest growing economy in the developed world.• The world wants to trade with us.• The world wants our products. • Outstanding talent pool.• Low unemployment, low inflation.• Low interest rates.• Low tax. • Open for business.• Brand Britain is very strong.• Diverse.• Close ties to Europe. • We have our own currency.

Why is the UK so Awesome?

21Avoid getting lost in translation. #T10Expo @RichardMBrooks

“If I’m selling to you, I speak your language.

If I’m buying, dann müssenSie Deutsch sprechen!”

Willy BrandtFormer Chancellor of Germany

22Avoid getting lost in translation. #T10Expo @RichardMBrooks

23Avoid getting lost in translation. #T10Expo @RichardMBrooks

Get it right and you’ll be a national hero… get it wrong and at best you’ll be a laughing stock.

24Avoid getting lost in translation. #T10Expo @RichardMBrooks

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• Pick one which fits for you• Some spend time investing in in-country resources, some

use the cheapest they can find• There are single and multiple language vendors, there 1st

and 2nd tier vendors• Some use tools, some don’t. Most tools can be purchased• Invest in building a partnership with your company of choice• A good one will be able to help you to test your products in

new markets before the big day• Integrate them into the content creation process• Use an agile approach to management… >>>

Top tips for picking a language partner

32Avoid getting lost in translation. #T10Expo @RichardMBrooks

COST OF MAKING CHANGESMake them early to reduce costs

Stolen from Peter Reynolds (@peterrey).

Although specifically about the investment in terminology can/is used to demonstrate benefits of localizing fast moving products using the Agile Method.

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Case StudyLocalization of 8000 food products36 regions. Translation, Legal Review & Artwork.

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