1. 07-10-2005 e-Rosetta An archaeology of localization João Brogueira

2. 07-10-2005 Defining Localization “The process of adapting a product to the requirements of a market other than that for which it was originally developed” (Schäler 1999) “Localization involves taking a product and making it linguistically and culturally appropriate to the target locale (country/region and language) where it will be used and sold” (Esselink 2000) “Localizations describes the increasing complex disciplines of adapting products to the different cultures, languages and standards of global markets” (LISA)

3. 07-10-2005 Chronology 1989 – ANSI C Standard 4.4 Localization

4. 07-10-2005 Chronology Mid 80’s 1989 1990 1991 Mid 90’s Late 90’s 1998 2000-05 Internationalization ANSI C Standard LISA Unicode v1.0 Software makers begin to outsource large projects; first localization tools Globalization and Internet attract plenty of investment; Web localization TMX standard Market consolidation after the Internet bubble and 9/11

5. 07-10-2005 Case Study 1 – Oracle Sys Apps Simship of Oracle DB products in over 20 languages: Short localization cycles; frequent updates Automated file distribution for localization Detailed style guide Authoritative glossaries Special proprietary localization tools that interface with TM software

6. 07-10-2005 Case Study 2 – Encarta Localization of Encarta into German and Spanish Reengineered with new, more relevant content for these locales Teams of several hundred subject specialists and advisors in Latin America, Spain and Germany Establishing editorial guidelines and determining which U.S. content to edit, delete or replace in the new versions New articles and features; recommending authors and consultants Project engineering and management, multimedia development and product testing Translators localized existing content. Qualified writers contributed new articles and editors revised content and adapted captions to include relevant local references

7. 07-10-2005 Case Study 3 – Sony T7 Ad

8. 07-10-2005 Case Study 3 – Sony T7 Ad

9. 07-10-2005 Case Study 3 – Sony T7 Ad

10. 07-10-2005 Case Study 3 – Sony T7 Ad

11. 07-10-2005 Case Study 3 – Sony Ads Sony’s Pan-European advertising messages Aims: Pan-European consistency, determining acceptable levels of local message flexibility, shortening turn-around time, multilevel approval process and managing scale (7 products over 24 markets) Cross-cultural Disaster Check™: to check creative at an early stage Local tone-of-voice guidelines and glossaries Adaptation tables: several options for local marketing teams to choose from Cross-enrichment: sharing the best creative adaptation ideas Concept drift alert: a feedback loop with the Pan-European headquarters and creative agency to control brand essence and message.

12. 07-10-2005 A new paradigm? Old paradigm, new media Streamlined Cost-effective Technology intensive (standardization) Highly responsive Tentatively acultural or n-cultural