Great Translation Tips for your Agribusiness

The Language of Farming and Food: Why Agribusiness companies need Translations

The global Agribusiness sector has been reshaped by the impact of the pandemic. Agriculture in developing and emerging economies has faced extensive setbacks due to supply chain disruptions and the disproportionate effect that COVID 19 has had on populations in the world’s major production regions. The industry has had to adapt with a combination of support programs for smallholder farmers and increasing investment in agritech, a major agribusiness trend in recent years. 

Set up your investment in agricultural machinery with multilingual translation services

expert translation services for agriculture 1

Agritech involves improving the efficiency of industrial equipment like tractors and processing machines on the one hand, while developing completely new technologies, platforms and applications on the other. A report from the World Government Summit identifies new production techniques, supply chain innovations and cross-industry applications as three major agribusiness trends in 2021.

Innovation

Hydroponics, bioplastics and desert agriculture revolutionize the way agricultural products are grown, while vertical farming, genetic engineering and 3D printing enable expanded production in urban environments. Blockchains provide enhanced logistics solutions that streamline and digitise agribusiness finance, while data analytics provide actionable insights on both the production and distribution side. IoT integration brings agricultural machinery online and closely integrates every step of production, which is increasingly automated with digital agriculture applications of robotics, which enhance soil monitoring and provide a chemical free pest control solution.

Agribusiness enterprises have to adapt to the current landscape by adjusting their production strategy in order to maintain competitive advantage and ensure sustainable development. Adopting new platforms and adapting to digital agriculture brings an additional layer of challenge that may be overlooked: expert translation services for agriculture.

Translation Management as a Service for Agribusiness

expert translation services for agriculture

The global agribusiness industry is complex, and digital agriculture makes it even more so. In addition to the inherent requirement to provide user interfaces and documentation in multiple languages, Agriculture involves different standards procedures and regulation in every country. Terminology is a key consideration that requires not only a solid understanding of the industry, but also an appreciation of the vital importance of consistency across international operations.

Agribusiness enterprises require expert technical document translation services in order to ensure that crucial context is accounted for, while the sheer scale of operations makes Translation Management as a Service (TMaaS) a necessity. The complexity of the challenge scales with level of data generated by digital agriculture technology. In agribusiness, the volume of information flowing in multiple directions in real time requires companies to plan ahead to adapt.

Technical Documentation

For example, digital agriculture initiatives in China have accelerated the rollout of 5G networks in rural areas. Automated systems can track crop and livestock health, monitor yields, and assess landscape fertility with satellite imagery. The level of information this generates requires a comprehensive solution to efficiently track and translate, while user interfaces have to be understood by field operators who require training and administrative staff who need to fully understand the information to file reports. Multinational agribusiness enterprises have to ensure that the entire information and communication loop runs seamlessly at all times.

Innovative platforms and connected equipment provide the level of the precision required to effectively manage an agribusiness value chain. Translating this information requires the same standard of accuracy, with a steady stream of information to continuously maintain. With Translation Management as a Service, agricultural enterprises can centralize and coordinate their terminology, translation memory and document versions with a cloud-based translation system.

Agribusiness enterprises also face the challenge of coordinating translations for their fertilizer products, which includes packaging, brochures, legal documents and training manuals. Into23’s translation management system identifies key phrases that provide a basis for subsequent translation requirements. With our language translation technology, higher the volume, the faster we can translate at reduced cost.

Translators who understand Agriculture

expert translation services for agriculture

Our technical document translators are experienced with agricultural equipment and agri-input literature and understand how to handle the volume and attention to detail required in business translation services. The document translation team works from an enterprise model perspective and plans for scalability ahead of time. They are also adept with the language and vocabulary of agribusiness, and fully understand the difference between conventional usage and industry context.

From livestock nutrition to pest control, plant breeding, fertilizers and crop protection, we work with the level of accuracy required in any language-pair. Whether it’s Polish to Chinese, Portuguese to Chinese, Urdu to Chinese, Chinese to Hindi, or more conventional language pairs like German to French, we understand application, context and culture.

Agribusiness enterprises frequently need to coordinate operations in Africa, South Asia, Southeast Asia, and China. Equipment is often manufactured in the PRC, while seed and soil solutions are developed in Europe and deployed in Africa. The EU is a major market for processed agri-commodities while Hong Kong and Singapore serve as important business hubs for the sector. 

Why Into23?

Into23 is an expert enterprise translation service provider based in Hong Kong, and we provide a comprehensive solution for agribusiness operations. We can coordinate and plan projects that require multiple language pair translations at scale for different aspects of the operations cycle, including sourcing, production, marketing, sales, logistics and compliance. 

It is important to work with an agency that not only appreciates the importance of accuracy but also understands how to coordinate documentation translations at scale for a multinational enterprise. Working with multiple translation agencies often results in disjointed datasets and an unacceptable level of variability in critical communications. Labeling and leaflet vocabulary should seamlessly link across operations, regions and locations.

The advent of digital agriculture accelerates the pace at which agribusiness information and communications will flow. In 2022, we are only in the initial the beginning of the fourth industrial revolution, but the momentum is unmistakable.

At Into23, we are passionate about business, languages and cultures. Our linguists are keen to assist any enterprise that wants to proactively face the challenge of adaptation. From experience, we understand how to coordinate enterprise projects at scale and ensure smooth transitions, which gives us a decisive advantage with supporting agribusiness with multilingual translation services over the upcoming decade.

Feel free to get in touch or share your thoughts on global agriculture and cross-cultural collaboration. We value the stories our clients want to share, because as translators, we understand that people bring vibrancy and vitality to businesses.

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Beyond Google: Why Localized Translation is Useful

How accurate is Google Translate?

Even machine translation software like Google still has languages that defy translation.

In April 2006 Google launched a service that quickly became every internet user’s go-to for quick language translations. Google now boasts that it can translate 108 languages covering 99% of the internet population.

Yet in a world with over 7000 languages why aren’t more being included?

Many languages defy machine translation software, even though they are spoken by millions of people such as Bhojpuri (52 million), Fula or Fulani (65 million), Quechua (8 million), or African languages such as Luganda, Twi, and Ewe. So why is it that languages like Czech or Swedish, who have relatively smaller or similar numbers to these other languages, get translation support while the others are barely recognised?

Machine translation, like Google Translate, rely heavily on algorithms that are learned from human translations that require millions of words of translated text called parallel corpus. For translation machines to be effective they require a staggering number of parallel corpora for each language. An ideal parallel corpus will have content from a variety of contexts such as novels, news reports, and other pieces of writing that make up a language.

Digging Deeper

For languages like Czech or Swedish, as they are part of the European Union, a large part of their parallel corpus comes from official parliament documents. These countries are also important for big tech companies in terms of eCommerce marketing, language translation services and more, meaning that they have a larger parallel corpus to work with. With other languages, a large basis of their parallel corpus has come from the bible, which resulted in some entertaining doomsday prophecies from Google Translate prior to 2016.

In 2016, Google started using a new technique called neural machine translation which claims to have reduced translation errors by 60%. Neural machine translation is a type of artificial intelligence that can mimic some forms of human thinking. Sounds like something out of a science fiction novel, right? The neural machine translator can associate meaning to certain words and phrases. It can look at a sentence as a whole rather than translating each word. However, the database required to make this neural machine translation effective is still substantial.

Neural machine translation has been effective for select languages but what about the thousands of others?

What about the Others?

When West Africa was hit with Ebola or when Haiti was hit with an earthquake in 2010 difficulties occurred when those that were there to help could not communicate with the locals to get them the resources they needed. With little translation support for the languages spoken in these areas, it shed light on the need for diversifying machine language translations.

With COVID-19, health information has been needed in many languages which machine translation has been incapable of helping due to poor translation quality.

Further, for countries that have low literacy rates or no written language, locals may not even be literate in their mother tongue, using voice messages to communicate which increases the need for audio translation.

So, while expanding on neural machine translation is revolutionary in terms of very basic internet communication and translations it lags in terms of international need and diversity, especially in times of crisis. So what about for business?

Is Google Translate effective enough for business?

Google Translate is a convenient tool so it would be a stretch to say never to use it as it usually gets the basic understanding of a text, however, it is far from ideal in getting a quality translation that would be needed for business. Especially if you are aiming to enter the global market, need website localization, eLearning translation services, or are bolstering your eCommerce platform.

Here is why Google translate is not effective enough to be used in business.

  • No Proofreading

    One of the appeals of Google Translate is the speed in which it produces translations, however, this comes at a cost as it doesn’t equate with a quality translation. When you use certified translation services you are guaranteed a properly formatted and grammatically correct quality translation. Further, Into23’s translation services offer 24/7 availability with a quick translation turnaround making them nearly as fast as Google.

  • No Accountability

    Google does not have to be accountable for any inaccuracies in its translations as it is a free service. Any user can also manually input their translations and at times malicious and incorrect translations are allowed through. What’s more unnerving is that Google isn’t even accountable to your security or privacy as it collects data on whatever content you place into its text box to translate. When you work with translation professionals, your confidentiality and privacy are ensured.

  • No Customisation

    The translations from Google Translate will not be catered to your specific business needs and you run the risk of having nonsensical or inaccurate translations. In today’s global market it is important to speak to clients and customers in their own language, such as with website localization, and if the first impression of your content is incorrect it sends the message to any prospective customers that you are not the right business for them.

  • Legal Concerns

    Misinterpretations in formal and legal documents have the potential for serious safety or financial concerns which can lead to legal disputes. In a study performed on the terms and conditions of airlines, it detailed the risks of machine translations for legal documentation and its possible negative outcomes.

Businesses Need Certified Translation Services

No matter what type of business you run if you need to translate in any language, using multilingual translation services is crucial for business success. From transcreation for marketing to eLearning or eCommerce translation services, Into23 offers high-quality translation services in any language. Into23 works on your time and your schedule with 24/7 accessibility and fast turnaround. Get a free translation services quote today by filling in the form below or uploading your files to our quick quote portal.

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Lost In Translation – Tips from Squid Games Debate

The Great Subtitle Debate

Phenomenal runaway South Korean hit Squid Game, streaming via Netflix, was in one regard panned: For many viewers, the subtitle translations obscured the original content’s meaning. Criticism centred on the subtitles not conveying the complexity and nuances of the brilliantly written script.

The errors are so bad, according to observers, that the English subtitled version and the Korea are completely different films in terms of not only dialogue, but meaning and character development.

For the uninitiated, Squid Game follows struggling South Koreans who do battle to escape the drudgery of their existence by winning a huge cash prize in a bloody series of games in which the penalty of losing is death.

(The script by director-writer Hwang Dong-hyuk had been rejected by movie companies on numerous occasions over the course of a decade, before it was made.)

One American Korean-speaking viewer, put their finger on the frustration this caused fans of the show. “Not to sound snobby, but I’m fluent in Korean and I watched Squid Game with English subtitles and if you don’t understand Korean, you didn’t really watch the same show,’ she tweeted. ‘Translation was so bad. The dialogue was written so well and zero of it was preserved,” she was reported by Elle as tweeting.

How bad was it, really?

Because of the changes of meaning in the subtitles, some of the characters came across as very different from that originally envisioned by the filmmaker, who is releasing three of his films the streaming platform.

The intensity of the situation contestants found themselves in was somewhat marred by the soft expletives they used whilst battling to the bitter end. In the original Korean, the language is far more gritty, as would befit such a hellish scenario.

Squid game-video translation services

Source

Lost in Subtitling Translations

One aspect of Korean that was wholly lost in translation was the use of honorifics. In many East Asian languages, honorifics are important parts of communication between people of different generations. They convey rich meaning about social relations, which was lost in the subtitles.

These honorific comprise words like verb forms and pronouns that reflect and recognise the speakers’ social hierarchical status. There are certain pronouns that a younger speaker would use to address an older speaker. ‘Older brother’ is commonly used by a younger make when referring to an older man. It indicates a degree of closeness and fondness, but this was lost in the translation.

Another instance is when Pakistani shop worker Ali meets company chief Sang Woo. At first, Ali addresses Sang Woo with the moniker, Mr Company President. As their relationship deepens in the face of extreme adversity, Sang Woo bids Ali call him, hung, or big brother, instead.

This affects the way a scene where Sang Woo betrays Ali, as the English translation was ‘call me Sang Woo,” which is not as poignant. The intimacy conveyed by the big brother moniker powerfully conveys the exploitation and selfishness of humans in general. Lastly, the lead film’s entire meaning was warped through the subtitle translations.

There are two English subtitles, one of which is closed captioning, has fewer errors. Closed captions display more than just what’s said, they convey other aspects of the visual display. It’s used for when the sound is unavailable or can’t be understood. The other version comprises a transcription of the dubbed version.

What is subtitling? (Subtitles, closed captions and dubbing)

To understand where it went wrong and how you can get it right first time, it’s necessary to understand the subtitling process and its limitations.

Subtitling falls between translation and interpretation and requires video transcription services with a specific set of skills, including the ability to condense dialogue into a set parameter – the on-screen closed caption space – whether the dialogue is intensely complex, or incredibly simple. Expert subtitles must be totally up-to-date with changes in vernacular language as much television content features everyday language, often spoken by young people, who are on the cutting edge of changes to language.

Just as a dubbing studio would have a dubbing artist, audio and video transcription services include highly honed subtitle experts. A good subtitle translator is hard to find, so do your due diligence. A good subtitling agency will be able provide premium subtitling services that are fit for an international hit. When consider a dubbing and subtitling services company, make sure to look at the reviews of existing customers, and assess the level of content they have produced before. Many companies will provide audio transcription services, voice dubbing and video translation services under one roof.

Subtitle challenges

Translating phrases in a way that takes the same amount of time to say the same thing in two languages is incredibly challenging. Copying actors’ mouth movements is important as it increases the feeling of authenticity and audience engagement. There is a fine balance between matching the actors’ mouth movements and staying true to the actual words.

The language pair being translated also has a bearing on subtitle challenges. For example, when translating from Korea to Japanese, as the latter language also uses a similar set of honorifics, then it’s easier to convey the precise meaning of the original.

But with a language pair like Arabic and Korean, the difference is going to be much greater. One reason for this is a language’s compactness. This refers to the number of words used to express a thought. Some languages have single words to explain a thought or action, for example, whereas others will use several words. Another way to put, is that a compact is a more efficient language.

Writing in The Atlantic, John McWhorter postulates that the least efficient language is Kabardian, which is spoken in the Caucasus. He notes that in the simple sentence “The men saw me,” the word for “saw” is sǝq’ayǝƛaaɣwǝaɣhaś (pronounced roughly “suck-a-LAGH-a-HESH”).

Why is it becoming more important?

Global audiences are becoming more comfortable with watching content in foreign languages with subtitles. Indeed, many of Netflix’s top hits are foreign language series like Borgen and Call My Agent. Foreign content is also becoming increasingly accessible. If you want to increase your content’s audience, then expert subtitling is the way to go. Contact us today to explore your options.

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Translation and Multilingual SEO Important for Business

If you are selling services or products online, you’ll already be familiar with the importance of Search Engine Optimisation (SEO). These benefits extend to having your website and SEO strategy translated into other languages. But just how hard is it? And is it worth it?

If you don’t translate your website you are missing out on a huge opportunity to expand in the global market place. Machine translation doesn’t cut it and as a poorly translated site will put clients and customers off, it’d be a waste of time. Avoid partial translation of a website as this will leave huge holes in your offering. For example, if you neglect to translate a key FAQ, any customer or client seeking that info would be put off.

Read on to discover the reasons why multilingual SEO is crucial for companies engaged in cross-border business.

Why translate?

If you’re capable of selling products or services across borders, it doesn’t make sense to not have a multilingual translation of your website. This is especially true if you want to reach out to more consumers in the global market place. Businesses should optimise their websites to enable potential clients or customers to easily understand the company, what it is offering, and its services or products. In order to be able to generate revenue from the international market place and reach out to global audiences, it is advisable to translate your website and create a multilingual SEO strategy.

How to develop a successful website translation strategy

You need to settle on an overarching strategy. The strategy should include a defined user experience, how the site should be navigated, and how it should look and feel. So, what language should your website be translated into? A good place to start is with the language you use in the CMS to create your content. Assess which market would bring in the biggest return on investment.

From there, it’s not a straight forward process. You need to consider which parts of the website you will translate and into which languages. The best website translation services will help you decide the optimum level of translation.


The importance of UX in your translations

Some changes are simple and easy to do. For example, changing a price in pennies to dollars, or adding a some translated press releases. These changes are useful, though to many they appear as merely cosmetic. However, other changes can be pretty challenging to translate as they require a high level of skill and accuracy. For the content to have the same impact in another language and indeed culture, the translation needs to be refined and based on the knowledge and cultural references of the audience that will be accessing the content. To make sure you get it right first time, check your potential provider has ecommerce expertise, web page translation services, website localization services and multilingual blog SEO capabilities so you can access the full range of services required to produce a professional finish. Not many website translation companies offer the full range of services.

What is SEO?

SEO is the process of optimising a website to appear higher up search engine results pages. This is important as research shows most people do not click past the first page of search engine results. If your company isn’t on the first page of search results for the keywords that matter, then you may as well put a billboard up in the middle of the Pacific. Of course, consumers in different locations use different search terms. Not only that, but they use different search engines. For example, in China, Baidu rules. Therefore, you should look for a company that is proficient at multilingual content management.

SEO has evolved into a multi-faceted strategy and includes factors such as:

  • List building
  • Social media marketing
  • Backlinking and indexation
  • Keyword research

Backlink building is one of the most powerful SEO tools. You need to know the current ranking of your business, so that you can learn how to improve it. This will give you a strategic advantage over other businesses in your industry. Remember to keep things in context, don’t make any drastic changes and to adopt a measured approach. This is not just about ranking higher, but focusing on ranking better.

Multilingual SEO optimisation, or MO SEO, involves using different or multiple languages when structuring a website and optimising it for search engines. Information on this subject is constantly evolving. However, we have identified some core guidelines that we recommend.

Thinking of how a user would like to access your site is a good starting point; this then helps you design it optimally. Often, it’s necessary to do a ‘crawl’ to fully understand the structure of your website, and develop a strategy to optimise it in another language. SEO tools are available to help with this process. Use optimised content to rank higher for you target keywords. All key attributes like layout, pictures and content should match the intended language.

The importance of SEO

If you do not optimise your websites, you are missing out on a big opportunity. SEO plays a huge role in the global market place. It is only going to get bigger. There are many challenges in the global market place for online businesses. For a start, it’s a crowded place. The average internet user in most countries has a fairly new smartphone. So to start off, you need to optimise your website for the mobile user experience. With reference to China, that would require a presence on WeChat.

The benefits of website translation and multilingual SEO optimisation

Websites evolve with the frequent addition of new products and services, or additions to FAQs, or company updates. The process of website translation should be an ongoing process so that all the updates are current and can be efficiently translated and applied as and when required.

The benefit comes in the form of user satisfaction. In today’s online business world, trust is vital. This can be a problem for foreign language websites. Getting website translation and multilingual SEO will go a long way to building trust with the consumers you wish to target.

Last words

Having a multilingual website and SEO strategy mean you will open up myriad opportunities to effectively and efficiently engage with consumers across the world. If your website was available in Mandarin, Spanish and English, for example, you’d have 38% of the world’s population covered. The return on investment for website localisation services and ecommerce translation services is usually more than worth the effort.

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9 Great Tips for Choosing a Medical Translations Partner

There are few translation subject areas where inaccuracy can have such devastating consequences than with medical / healthcare language translation services. Accuracy and expertise are absolutely the name of the game in this regard. But how do you determine which service provider is the best fit? After all, not only would switching provider prove to be costly and troublesome if you’re unhappy with your initial pick, if there’s a mistake, then your firm is on the hook.

Sophisticated clients look at a range of factors to judge the merits of a potential translation service provider. If you’re in the market for medial language services, read on to learn more about these factors. These criteria are relevant for a wide range of translation areas, from medical journals, case studies and clinical protocols to consent forms, manuals and patient records.

1: Make sure the translation service aligns with the scale and scope of your project

You may get on very well with a certain freelance translator or a boutique agency and be pleased with the work they produce, but if you’re working on a multi-market medical trial with tens of thousands of participants, you’ll require the services of a multi-language, multi-market translation agency that’s well-versed in cross-border collaboration. Do you want multilingual translation services, which will require medical and translation expertise in several markets, or do you want to translate between one language pair? Do you need medical document translation services or translation and localisation? Ensure the service provision can match your needs. International translation companies usually offer a far more comprehensive service menu than a domestic boutique agency. Timescale is another important factor. Does the translation house have enough staff to handle large-scale projects quickly, if required? These are crucial questions to ask.

2: Look for internationally recognised standards of quality, such as accreditation, and a good level of data security 

ISO 17100:2015 certified translation services adhere to top-quality international standards. This ensures a set of established quality-control procedures are followed, which results in translation that can be trusted. Look out for this level of quality assurance. Also, check whether the translators are trained in both the life sciences and translation. The quality of any medical or healthcare translation depends on these two aspects more than any others. Different languages have different certifications. For example, in the US, Spanish medical certification takes the form of CoreCHI™ and CHI™-Spanish accreditation. Check that the translation agency has the right accreditation in every language you are likely to need. There can be no gaps. These certifications ensure rigorous standards are adhered to. For many, there are online registries you can check, such as The National Board of Certification for Medical Interpreters or the Certification Commission for Healthcare Interpreters (CCHI). Ensure your potential partner operates to the strictest data security standards and adheres to data privacy protocols. Medical trial data is a valuable corporate resource and a target for cybercriminals, for example.

3: Check for relationship chemistry

You may come across the most qualified translation house in the world, but if you don’t get on with the staff you’ll be dealing with on a frequent basis, the translation results will likely not pass muster. Relationship chemistry is commonly cited as a top-four determining factor when brands select an agency. The best agency understands your business inside out, and is able to anticipate your needs before you do. While you don’t want a ‘yes’ agency, you also don’t want any antagonism.

4: Great customer support

The minutiae of translating require intensive and collaborative relations. Checking terminology, securing revisions and setting deadlines all go much more smoothly when you have a rapport with your service provider. Trial projects are a great way of checking the chemistry with a potential translation partner.

5: Holistic service suite

It takes a lot of time to manage multiple third-party agencies. What with multiple marketing, communications and public relations goals to achieve, large medical firms typically deal with several agencies. While availing of the services of a boutique translation agency may seem appealing – after all, who doesn’t like bespoke service – an agency that can handle translation, localisation and any of the other myriad tasks large medical and healthcare firms need to complete, is preferable. This comes down to efficiency.

6: Good customer feedback for projects in the same field 

You wouldn’t consider securing the services of a translation agency that had no healthcare experience to handle your complex medical translation project. When it comes to experience, it’s a matter of the more the merrier. If your potential partner has done work with any of the big 10 firms, then that’s a sign they are a good medical translation partner. The ratio of good versus negative reviews is another indicator of quality. Another indicator of quality is longevity. A poor medical translation service provider is not going to stay in business long. Therefore, look for a translation agency with a long track record of mostly good reviews.

7: Professional onboarding process

This step is incredibly important. Signing the contract for healthcare language services is only the start of the relationship. From here, the onboarding process sets the tone for the rest of the relationship. Clarity is paramount, so everyone understands what’s expected of them and the parameters of translations are clear. A comprehensive onboarding process is the sign of a good translation agency.

9: Experts in your topic area

Healthcare and medicine are vast subject areas. From open-heart surgery, dentistry and medical trials to psychiatry, midwifery and vaccinations, if you’re dealing with a niche area, you want to make sure your healthcare language translation services partner is well versed in that topic. Look for case studies that are in the same subject area as you work in.

Getting medical translation right is a difficult balancing act predicated on the ‘do no harm’ concept. But getting it wrong can end up causing a lot of harm. For example, one British lady endured an unnecessary double mastectomy in Spain because of a translation error. However, by following the tips above, you’ll be in the best position to pick the right translator for your project. For a no obligation chat about medical translation services, get in touch.

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The Top 9 Emerging Languages for Business

Looking to enter different global markets? Pay attention to these languages.

With more than 6000 languages worldwide how do you decide which ones to use for your business platforms? The belief that English is the language of business isn’t valid anymore with the increase and demand for online shopping, eLearning platforms, and eCommerce services like Shopify.

Historically, English has been the international business language but the emergence and reliance on the internet has completely altered the way we do business. In the mid-1990s, around 70 million people used the internet with Native English speakers making up for 80% of these users. However, today there is a whopping 4.6 billion internet users worldwide but English users make up for just 25.9% of that number.

Global internet usage

Overview of global Internet use

Entering the International Market

If your business aims to enter the international market you need to speak to customers in their own language, meaning that integrating translation and localization into your business platforms is crucial. A survey performed by Common Sense Advisory looked at 2,430 different internet users across eight different countries and found that,

  • 72.4% of consumers are more likely to buy a product or service if the website and information displayed is in their native language.
  • 56.2% of these consumers said that having information in their own language was more important than the price of the product or service.

So while languages like English and Mandarin have long been some of the most important languages to learn for business, they are not the only ones to consider as eCommerce business continues to expand globally. Countries that have been on the sidelines in terms of global business now have a fast-growing number of internet consumers. Take a look at these top nine emerging languages for your business platforms.

eCommerce business

While languages like English and Mandarin have long been some of the most important languages to learn for business, they are not the only ones to consider as eCommerce business continues to expand globally.

Portuguese 

Portugal is a relatively small European company but its language, Portuguese, has a large number of native speakers around the world, approximately 258 million.

Brazil is generally the main attraction in terms of business as Brazil is Latin America’s largest eCommerce market, it also ranks in the top five for the internet market as well as the smartphone market. Its growth has also not gone unnoticed, the British Council created a report on the ten most important languages for the future in the UK and Portuguese ranked in at number six.

Arabic

Arabic is a widely spoken language, making for 274 million speakers globally. It’s also the official language of at least 23 different countries.

In the same report by the British Council that Portuguese ranked in, Arabic came in at second which, is no surprise as there are several Arabic-speaking countries that rank in the UK’s top 50 export market for goods.

Despite some of its political difficulties, many parts of the Middle East have a wealth of internet consumers and a steadily growing economy. With many Arab people only able to speak Arabic, translation services or localization is crucial for reaching this market.


Russian

Russian is spoken by 258 million people worldwide, with the majority of them located in Russia. Russia is the up and coming hotspot for eCommerce as Russia lacks a main eCommerce platform like Amazon which, makes them the last remaining major market without a dominant online retailer. According to Morgan Stanley, eCommerce sales in Russia could triple by 2023.

Capitalising on the Russian market will require, at minimum, eCommerce translation services, as the large majority of Russians do not speak English. The best method, of course, would be a localisation strategy from a certified translation company.

Hindi

Hindi is the official language of India with 600 million people speaking it, that number in and of itself says a lot. While there are many other languages spoken in India, English has often been used to conduct business, however, that is changing. Hindi is quickly becoming more prominent among new entrepreneurs as 85% of India does not speak English. In a CSA Report, Hindi saw a gigantic 67% increase on the top 100 online languages chart, making Hindi a language and a market to pay attention to.

Japanese

While Japan had a rough go after WWII it has since become one of the most rapidly growing eCommerce markets in the world. It’s estimated that 93% of the population in Japan use the internet and with 126 million Japanese speakers, it’s a consumer market worth noting.

Relatively few people in Japan speak English, meaning that to succeed in this market translation and localization will be required.

Indonesian

Indonesia is home to 277 million people and a rapidly growing eCommerce market, thanks to an increase in middle-class consumerism and a high percentage of smartphone use.  In a report by McKinsey, the consulting firm has predicted that the value of the Indonesian eCommerce market will rise 800% by the end of 2022. To enter this market, translation and localization will be essential to your eCommerce business plan.

Korean

Korean itself doesn’t rank high in terms of the world’s most spoken languages but they do have nearly 47 million internet users and a very expansive and popular eCommerce market. Currently, 96% of the Korean population use the internet with its total eCommerce transaction sales amounting to 135 billion dollars USD in 2020 alone. This makes Korea a hub of interest for eCommerce business that is sure to continue growing.

Vietnamese

77 million people speak Vietnamese and it is the main language of trade within Vietnam. With an increase in eCommerce consumerism, it’s predicted that Vietnam will have 70 million online shoppers by 2025. Engaging with the Vietnamese market and its consumers will require translation and localization as a crucial part of any eCommerce business plan.

Polish

Poland is the ninth largest country in Europe with 41 million people speaking Polish. Poland is already home to many eCommerce companies that operate in Europe and worldwide such as Amazon. Even United States officials have taken note of Poland and the importance of eCommerce on its economic development and its intense growth over the pandemic. It’s worth considering Polish when choosing what languages to add to your business platforms if this is a market you want to break into.

Why Into23?

Into23 offers global language solutions with quality translation and localization services. With 24/7 accessibility and fast delivery, Into23 can transform your business to enter the global market and reach even more customers. Whether you’re looking to enter the Chinese market and need English to Chinese translation services or you want to step up your website or eLearning platform, Into23 specialises in helping companies with Asian languages. Getting a quote is easy, just show us your website for a free quotation on our translation services.

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How to best deploy machine translation solutions

Machine, mind, or machine and mind

Advances in machine translation (MT) mean enterprises now have a sophisticated translation solution in their toolkit that can translate quickly and at scale. Long gone are the days of weird menu translations and Yoda-like results. But given the recent rapid advancements in artificial intelligence and machine learning, companies must navigate how to optimally deploy this productivity-boosting approach alongside human translation. Knowing where and when to use machine translation will ensure translations are cost-effective and fit for purpose. Embracing translation technology and innovation in the right areas is the way to increase engagement and efficiency. Read on to find out the criteria you need to consider when deploying the latest machine translation solutions.

From little acorns

Though you may think language translation technology is a relatively modern phenomenon – after all, computers have only been around since The Babbage Difference Engine back in 1822 – its roots stretch back, all the way to the Arabian peninsula in the 9th century, where one al-Kindi translated ancient Greek mathematics, science and philosophy texts that had been lost to European civilisation, helping spark the Renaissance in the process. He developed various systems based on frequency analysis and statistics, key concepts in MT. Now, AI translation software enables clients to customise according to subject area, such as meteorological reports. This has massively widened MT’s applicability and usefulness.

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Where is machine translation now?

Machine translation was initially developed in the 1950s, and has since been transformed through continuous advances, diverging into four categories: SMT, NMT, RBMT, and Hybrid Machine Translation. SMT, or statistical machine translation, automatically maps sentences in one language into another, whereas NMT, or Neural Machine Translation, encompasses a neural network that relies on algorithms working together to process highly complex data inputs. RBMT, or Recurrent Batch Machine Translation, replaces the input texts with translations of a set of translations of the same text, and Hybrid Machine Translation combines elements of both NMT and RBMT.

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Key benefits

The advantages of using machine translation mean it is a very effective and efficient solution in a company’s toolkit. Firstly, machine translation is incredibly fast. It can process huge volumes of text in a near instant. Therefore, it improves efficiency and productivity. Companies that deploy machine translation typically see an improved profit margin, all else being equal. Secondly MT is scalable. If you need to translate a short document or an entire library’s worth of text, MT can handle it. Lastly, and partly as a result of the first two points, machine translation is much more cost-effective than human translation. Before you rush out to onboard a range of machine translation solutions, there are many circumstances where human translation is preferable, and numerous others where a hybrid approach of machine translations processed by human editors is best.

 

How best to deploy machine translation

 

Getting the best out of machine translation requires optimally deploying it. Several factors will determine the ideal approach. A Nimdzi survey of 33 localisation buyers found 22.6% report extensively using neural machine translation. The survey notes that sectors like media, video gaming and marketing are laggards in MT adoption, mainly because they require high levels of cultural sensitivity and creativity that MT as of today can’t match. That’s not to say MT isn’t making inroads into these areas. For example, world top-10 gaming company Electronic Arts (EA) adopted MT tech quite early in its development. Notably, in areas where content is intended to prompt emotional engagement, EA uses human-edited MT translations. The survey also found that in circumstances that directly impact business revenue, human translation is preferred.

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Applying those findings to business activity, MT is useful for quickly transmitting a message to large numbers of people in various locations. Even in this instance, it’s always wise to have a human check the copy. The content lifecycle is also a consideration. For short-lived content, such as product specs on a short run of merchandise, then the return on investment is not there for human translation, which costs more than MT. Here, the requirements for quality and timeliness are key determinants.

Another great use case for MT is where recipients are aware that the content they are consuming is translated by a machine. This enables them to read with caution.

To summarise, the important parameters to consider are:

  • Scale: If you are translating small amounts of text occasionally, then off-the-shelf MT is suitable. If the volume is any higher than that, hybrid translation often is most suitable.
  • Timeframe: A very short turnaround time is where MT excels. However, be mindful that the quality might not be sufficient.
  • Content consumers: One of the golden rules of translation is to pitch to your audience. Consider whether MT will meet your audience’s needs. If your target audience just needs to get the general gist of a text, then MT will suffice. However, if expectations around quality are higher, then human translation or human-edited machine translation is the optional approach.
  • Objective: The goal of the translation must be carefully considered. For example, if you wish to sign a legally binding contract and need to translate it for the other party to sign, then accuracy is paramount when it comes to legal document translation. Another example is scientific and technical translation, which would require a custom language translator.

A bright future

In a sign of just how far MT could go in the future, a group of scientists recently launched a project to decode sperm whale ‘speech’ with a view to enabling whale-human communication. That would be an interesting one to add to the digital translation services already available. The Cetacean Translation Initiative is using AI to understand whales’ clicking sounds, known as codas. The scientists are deploying natural-language processing, which processes spoken and written communication, to that end.

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MT is improving all the time, and as it does, it becomes applicable to an ever-expanding set of scenarios. However, we aren’t anywhere near the point where MT is good enough for businesses to abandon Machine Translation Post-Editing (MTPE). Finding the right balance is key, and a professional translation agency will help you navigate the optimal configuration of MT, human translation and MTPE. Get in touch today to speak to an expert and explore your options.

6 Steps for effective eLearning translation in Asia

Industry Growth

The eLearning industry is projected to be worth 181 million USD by the end of 2025, with an annual growth rate of 12.26% per year. Driven by the widespread adoption of eLearning platforms by educational institutions and employers around the world, as well as the increased popularity of online course providers, eLearning made the jump from supplementary service to primary platform in 2020.

The industry has continued to grow in 2021, as workplaces expand their online skills training platforms and commercial eLearning providers more effectively engage their users with gamified app experiences, data driven personalized services, advanced modules, microlearning (short bursts of platform access) and content optimization, including the use of audio and video.

The expansion of the eLearning market drives service providers to offer their programs in multiple markets to reach new audiences, which requires the use of eLearning translation services and website localization. The pace of development in the industry has resulted in increasingly complex platforms with more content, which makes effective translation and software localization challenging, considering the scale and scope of material to adapt.

Translations & eLearning

Machine translation services are ineffective in this context, considering the nature of the application. eLearning translation not only requires attention to detail, but also an extensive level of quality assessment in order to ensure that course materials effectively engage users. Linguistic QA specialists can identify and evaluate the lexical and grammatical options which make the difference between efficient progress through course modules and ambiguity that can challenge users’ patience.

eLearning platform design in any language carries inherent cultural connotations. Everything from curriculum planning to content and the layout and user interface has a culturally specific context in the original language and culture that the module is developed for. This comprises the source language and content. There are six elements which make all the difference between successfully adapting to different cultures and lessons ending up lost in translation.

  1. Text
  2. Images
  3. Video
  4. Audio
  5. Layouts
  6. Graphics

Text: The basis for eLearning platforms and modules

Text is the simplest but most important aspect of eLearning translation and software localization. Opting for simple machine translation  is unlikely to provide accuracy, and while machine translation with post-editing ensures a level of quality and consistency, it does not  provide a framework for cultural context and therefore has limited scope for localization.

Cultural context often accounts for variations within same language. For example, people from Hong Kong use an English transliteration for the word strawberry,  (士多啤梨)  while in other regions it is translated as 草莓.

While Cantonese is spoken in Malaysia, local lexical variations arise from from Hokkien, Hakka and Malay influences, which contribute loanwords like (play) which in Hong Kong is written . There are also considerable variations in pronunciation.

Variations in Languages

For eLearning platforms,  the most efficient translation and localization solution when faced with cultural variations within a single language is to identify the most important market and develop the eLearning translation accordingly.

It is important to consider which language to use for localization in Asia: most content localized for the Malaysia market is in English. However, Traditional Chinese, Simplified Chinese and Mandarin are widely used in Asia.

While there is considerable regional variation in Chinese language usage, the cost effective approach is to develop eLearning translation and localization for the most important market.  Articulate Rise is a widely used course authoring tool for eLearning platform developers. Rise 360 is well suited to text-heavy courses, which can be challenging to translate into multiple languages. We can quickly and efficiently process translation and localization for all courses designed with Articulate Rise.

Audio and Video: professional eLearning voiceover services

Multimedia localization in particular requires a solid understanding of regional and cultural context in the target market, in order for audio and video content to effectively supplement the text. Articulate Storyline is a streamlined multimedia content solution for eLearning platforms, and we can effectively process and translate all assets from Storyline 360 projects.

elearning voiceover services and multimedia localization

Localizing the text provides a basis for the eLearning voice over, which should also be developed for the most important market.

Planning, developing and organizing a workflow for high quality translation of text, video and audio between completely different languages requires expertise and experience with  providing localization and translation services.

Images: Visual learning and culture

Visual content in images and video should also be assessed for cultural relevance. While American Football imagery effectively conveys concepts to North American audiences and translates reasonably well in Europe, it may distract Asian learners who are less familiar with the sport and might not intuitively grasp concepts illustrated with quarterbacks and goalposts. Sports like soccer and tennis are more culturally neutral and help make content more easily localized across markets.

Layouts and Graphics: The culture of colour, and how it affects UX

Image and text elements should also be maintained separately, in order to avoid difficulties with translating and localizing images with text. Videos should ideally have captions set up as distinct elements in order to streamline translated versions. The design language for video caption and user interfaces should ideally provide a degree of flexibility, because colours have different associations in different regions and cultures.

Colour Variations

For example, the colour red indicates passion in Western cultures, while it is associated with prosperity and luck in Asian cultures. In South Asia, the colour the colour orange is associated with the Hindu religion, while in the Middle East, green is associated with Islam. Streamlining colour configuration settings makes for an efficient eLearning localization strategy. Designing elements with flexibility and configurability in mind is an important step for eLearning platforms to take so that they can effectively translate their content for different markets with software localization services and expert translation services. Another efficient approach is to opt for culturally neutral design elements in order to effectively serve a wider eLearning audience.

eLearning translation and eLearning localization go hand in hand. Unlike legal language translation services, culture cannot be separated from language in an educational context. While marketing transcreation is an essential aspect of adapting an advertising strategy which would certainly enhance eLearning platforms, the scale of eLearning projects are generally best served by cost-effective localization and multilingual translation services with specialized eLearning voice over carried out by experienced professional translators who can optimize your platform and efficiently scale the reach of your services while ensuring they are effective for every user.

Why Into23?

Into23 provides comprehensive eLearning and localization services with unmatched quality, speed and value in Asia. Our translation system supports Articulate Storyline and Articulate Rise content, which streamlines the setup of translated and localized courses. We can deliver a complete portfolio of course translations in any number of languages you require, including all audio and video content, in one go. Our clients never have to worry about keeping track of 25 different translations and coordinating launch dates. In Hong Kong’s English to Chinese translation services market, attention to detail and appreciation of cultural context is key to effectively serving markets.

Our experience in the region, global partnership networks and passion for language and culture enable us to develop effective solutions tailored to the scale of your project.

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The Top 10 Translation Blunders In Advertising

Use Professional Advertising Translations to avoid these pitfalls

With the ubiquity of the internet and social media, the world really is your brand’s oyster. You can reach billions more consumers than was possible just 20 years ago, but while it’s much easier to access foreign markets, it’s far harder to make a connection with consumers that speak a different language. This is where localisation comes to the rescue.

Localisation is not just about translation, though. It’s also about brand designing in a way that makes it easy for a new reader or listener to understand what you are saying. There are many pitfalls in this localisation translation process, as many a prominent brand has discovered.

Here are 10 translation blunders in advertising

… and how they demonstrate the need for professional human translation and localisation, followed by tips on how to get your marketing customisation / localisation right first time.

Food & Beverages

  1. Coors was left red-faced when it translated its Turn it Loose slogan into “suffer from diarrhoea” in Spanish. This blunder highlights the difficulty of translating slang between languages.
  2. Though chicken feet are a staple in China, citizens of the PRC were probably surprised to be encouraged to “eat their fingers off” by KFC when it tried to localise its “finger lickin’ good” slogan into mandarin.
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  3. But when it comes to bizarre slogan translations, The American Dairy Association excelled by asking consumers whether they were lactating, instead of the catchy “got milk.”
  4. After the last two ad mishaps, Chinese consumers could probably have done with a Pepsi, given the brand promised the drink “brings you back from the grave” when it launched in China. The original brand promise was that it “brings you back to life.”
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Automobiles

  1. Staying with the death theme, Ford advertised in Belgium by translating the slogan “every car has a high-quality body” into “every car has a high-quality corpse”. (They just need a Pepsi.)
  2. When Mercedes-Benz entered China, it chose to do so under the moniker Bensi, or rush to die.

Home & Furnishings

  1. Over in the UK, Ikea introduced the Fartfull workbench into the UK, which raised much mirth.
  2. And while Paxam’s Barf washing powder also raised a few chuckles as the word means to vomit in English slang, other errors have been more insensitive.
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Energy & Banking

  1. For example, Gazprom named its Nigerian company Nigaz.
  2. Every brand hopes its marketing campaigns drum up more business, but HSBC Bank didn’t even get off the starting block when it translated its “Assume Nothing” slogan into “Do Nothing” in many countries under a 2009 global campaign.

What is localisation? Translation, Localisation and Transcreation

If your business specialises in a particular industry, you may have developed a comprehensive dictionary of frequently used language words for your customers. You also may be translating print materials, such as brochures or web content for mobile phones and tablets. But what exact service do you need?

Translation is the process of reworking a text from a source language into another language, maintaining the original meaning. Meanwhile, localisation is the process of adapting content or a product or service for a specific culture or market, and transcreation, a portmanteau of translate and creation, is a form of translation that preserves the original context, emotion, tone and intent. Transcreation often begins with a creative brief, rather than the source text, and includes the translation of images into a different context. Its uses include software localisation services.

Why it’s important to localise

Creating a product or service that caters to a global audience is a competitive advantage in today’s economy. Being able to reach the widest range of customers possible means your products or services are easier to sell in other markets. The best way to do this is to localise your product or service. A common misconception about localisation is that it’s an up-front cost and comprises a one-off period of manual translation. These are actually quite different things involved in localisation and the process is often a continuous one.

Tips on how to get localisation right first time

Use a professional multilingual team for localisation and translation. That way, localisation can be better planned and executed and you’ll be less likely to experience a faux pas. Test your translation and localisation as you go along in order to spot the right choices for the correct audience. The professionals don’t rush into creating a potentially misleading translation in order to quickly launch a campaign, service or product.

Localise your ads on a trial basis, not on the basis of any preconceptions you may have about the language. Consider all the options, have multiple mock-ups prepared for each language and test which is the best way to communicate your message in the market.

Find the right translator

Finding a translator who speaks the language you need and who can translate professionally is one thing. Finding a translator who speaks your target market’s native language and understands the cultural nuances can be quite another. If you don’t speak the language or you don’t have a translator who speaks it, a popular alternative is to contact a professional translator agency, which can ensure that the translation is done professionally and accurately, and that there will be no surprise embarrassments.

Take care of your target audience

Making sure you understand your market is imperative if you want to get localisation right. If you’re thinking about applying for a European franchise licence or entry into the Japanese market, you need to find out what your target audience is comfortable with. Look at the language the country uses for its official communication. You may find that they use only one language, like Spanish or Portuguese, or that the majority of citizens use several languages, like English, Chinese, and Korean.

Identify your consumers’ cultural needs

Understanding the needs of the people you’re targeting is just as important as understanding your market. In many cases, your target audience will be multi-ethnic, having interacted with a multitude of cultures. This is especially true in a diverse region like Asia. Moreover, localising from two closely related languages and cultures, for example with an English to French translation service, is less challenging than localising between two unrelated languages, such as with English to Chinese translation services.

Whether you need the best legal translation Hong Kong has to offer, scientific and technical translation, or game localisation services, getting localisation right means finding the right localisation translation service. To find out more, get in touch with Into23 today.

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