eLearning Translation Archives - Into23

What is NLG and how does it work with the Natural Language Process (NLP)?

NLG is a type of AI and language translation technology that is becoming more prominent in business platforms.

NLG standards for Natural Language Generation and it is changing the way we interact with machines and the way businesses gather data. What is NLG exactly, and what makes it different from other technologies? With the compound annual growth rate of the NLG market expected to reach 1.6 billion dollars by 2027, you need to know about NLG.

What is NLG?

Chatbot

A chatbot, which is often used for FAQ portions of websites and customer support, is one type of NLG. – Photo by mohamed_hassan on Pixabay

NLG is a type of AI that automatically processes data into sentences and stories, in either written or narrative form, in a way that’s easy for us humans to understand. The NLG can take massive amounts of data from pre-set templates to form a sentence, reply, or inquiry that reads like a natural human conversation. This data and our inputted responses to this data create and add to a database of information that businesses and researchers can use to improve a process or product. 

When is NLG used?

Alexa

Any time you beckon Alexa or Siri, an NLG has been used to create that product and experience – Photo by Anete Lusina from Pexels

NLG is being used for a vast array of applications, and chances are that you’re already encountering and engaging with this technology daily. Here are a few broad ways that both businesses and consumers use NLG,

  • Chatbots or conversational AI assistants – Used on websites and business platforms to automatically answer customer inquiries. The advanced use of NLG carries a two-way conversation and responds to verbal commands. Examples are platforms Alexa, Siri, Google Assistant and Cortana. 
  • Machine translation tools – Tools that translate one language to another, such as Google Translate.
  • AI blog writers – Used for content creation. The NLG uses one language model and data set to write sentences and full-length articles. 
  • Analytics – The NLG is created to detail insights from business data and reports, such as financial reports and spreadsheets and put it all into a format or narrative that’s easy to understand for businesses and their customers. 
  • Automated leading emails and messages – This NLG creates predictive text for users when writing in emails and messaging platforms. 
  • AI transcription tools – With speech recognition, the NLG takes audio and turns it into text.
  • Semantic analysis A platform used to determine what language best resonates and reaches a specific audience of which the NLG is used to create messages to which the customer is likely to respond.  

NLG has become one of the translation solutions used by global businesses as part of their website localization, eLearning translation and more. NLG is used as part of the machine translation post-editing process used by international translation companies and translation agencies online

How the Natural Language Process (NLP) works

Computer AI

NLP is a series of Ais that work in a relationship with a user to create and exchange of information that benefits the user and the business.. – Photo by geralt on Pixabay

 

NLP is a blanket term that refers to NLG and Natural Language Understanding (NLU). NLP is a framework that converts unstructured data to structured data. NLU is the ability of a machine to use syntactic and semantic analysis to gather meaning from a piece of text or speech. It is the NLG that allows devices to create content from the NLU data content. In short, NLU lets a computer understand what data the user is giving it. At the same time, NLG provides data back to the user from the computer in a way the user can understand, thus the Natural Language Process.

Making an NLG requires several steps and a substantial amount of NLU data to create content that resonates and sounds natural. Whether it’s a chatbot or a machine translation tool, these are some of the steps and considerations that go into making an NLG,

  • Content analysis – This step analyses data to identify the main topics that should be included and what the result of the process is expected to be.  
  • Data interpretation – As patterns are identified, they are put into context for machine learning.
  • Document structure and sentence aggregation A document is created along with a narrative structure with the interpreted data. From there, relevant sentences are isolated and combined to depict the topic accurately. 
  • Grammar – Grammar rules, along with the syntactical structure of the source language, are added to ensure that the text sounds natural.
  • Final output – The final output is presented in a template or format of the programmer’s selection. Such as a message from a chatbot, a piece of the translated text, an audio reply for personal assistant devices etc. 

The Future of NLG

Woman on phone transit

NLG is used in a variety of apps and processes on our phones. – Photo by Ketut Subiyanto from Pexels

NLG has created ways for businesses to communicate data efficiently and effectively, which increases productivity and reduces business costs. It presents data and information in an accessible manner while collecting big data that will lead to specific insights into a business. NLG has been used in different business industries, from insurance, retail, finance, media, eLearning platforms, eCommerce and eCommerce translation, manufacturing, translation management and more. 

While technology has come a long way, NLG is still limited compared to real human writing and semantics. NLG can only act on the NLU data, which, currently, doesn’t stack up to the ingenuity of human writing and content, which makes the quality of NLG content one of its biggest weak points. NLG, however, is not without its merit as the NLP is superb at generating human insights from big data, especially at a volume that we, as humans, are not capable of producing. As NLG can be used in various markets, it is a valuable tool that can be used in many ways for any business. Take translation and localization, for example.

For businesses that want translation and localization services to expand into other global markets, NLG is an important part of a quality translation. Translators use machines to help expedite the translation process and fine-tune it with their human expertise. This process is called machine translation post-editing.

Related: Machine, mind, or machine and mind: how to best deploy today’s machine translation solutions

Into23 provides translation management and translation solutions that cater to your business. Into23 can help you use an NLG in multiple languages for your business; whether it’s a customer support chatbot or transcription services for a voice assistant, Into23 can help your customers interact with your business better.

6 Creative ways to update your eLearning courses

eLearning voiceover

Image byTumisu on Pixabay

eLearning courses fit perfectly in today’s modern world and in comparison to traditional learning, eLearning has substantial benefits to both learners and employers. Students who take online courses have graduation rates that are 9% to 21% higher than students in a traditional education setting. Further, the use of eLearning for companies shows that when employees take eLearning training their retention rates increased by 25% to 65%. It’s apparent that eLearning has become an essential way of continuing education and skills in the 21st century but like all technology, to stay relevant and successful, eLearning courses and platforms need to be updated regularly.

Why you need to update your eLearning courses?

eLearning translation

Image by MUJU_pixel by Pixabay

eLearning content needs to stay up to date to stay relevant, this includes not only technological features but context and tone as well. Dated aesthetics or content won’t hold the attention of a young learner and to make a course successful they need to be catered to the modern generation.

In 2017, Adobe announced that it would stop supporting flash with a phase-out that started in 2020. The majority of eLearning courses in the early and mid-2000s were once built with Flash but now HTML5 is generally the standard used in many eLearning courses which also makes courses mobile friendly. The best eLearning platforms made this transition as soon as possible and the companies that missed out on updating their eLearning software found themselves with courses that their learners could no longer use.

Certified Elearning tranlation

Photo by Miguel Á. Padriñán from Pexels

If you’re overdue for a revamp of your eLearning courses here are six areas to look into when updating your courses.

1. Modernize graphics and visuals

It may not seem like much, but visuals play a huge part in the success and retention of a course. If your course looks like something that should still be on dial-up you aren’t going to gain the attention of any modern learner. 

Take a look at your images and be sure that they represent your market audience in a modern way, that includes where the photos are located and what’s in them. For example, if you have a picture of a workplace and the people in the photos are sporting 90s attire and are using massive old school computers, you’ll want to give that a modern makeover. This also means having a look at your templates and designs up to date, so if your design has a MySpace feel, it’s time for an overhaul. This also applies to eLearning localization, if you are updating your courses to expand globally make sure that the content you update with is relevant to the localized audience, that your eLearning voiceovers match the dialect and accent, and that your eLearning translations are done by professional business translation services.

With that, evaluate your templates and get them back to basics with a clean and simple look and feel that will give them a more modern and timeless feel.

2. Varying your format 

If your course uses the same font throughout and follows the same format of plain content with a recap, it’s time to shake it up. Ditch the lists and bullet points and start including charts, graphs, and infographics. Infographics are especially useful for summaries as they are visually appealing and easy to read which increases retention.

3. Microlearning

Updating your old courses doesn’t mean you have to get rid of them, you can repurpose them into a microlearning library by breaking down the course into smaller sessions. This creates a microlearning library that allows access to concise content that is very accessible to learners. Microlearning libraries allow learners to jump in and quickly get the exact information they need with little hassle. 

4. Make them interactive 

When eLearning first kicked off most of the content on it was rather static and often consisted of the information, usually laid out in short paragraphs and bullet points, then followed by some sort of standard assessment. Since then, technology has broadened to allow for the creation of highly dynamic and interactive content. Ditch the multiple-choice for a simulation, make use of videos and create exams and content that allow learners to immerse themselves with the content, and give them opportunities to practice what they’re learning. 

5. Social learning

Find ways to connect your learners outside of their courses with the use of social media. Not only does it create a community but it offers continued means for your learners to expand on their knowledge, as well as create and collaborate. It ensures that your learners have a space to ask questions and foster new ideas. This is also really important if you have learners from around the world as it’s a great way to bring people together. 

 6. Entertain 

Are your courses entertaining? If you’re not entertained by the content, then chances are your learners won’t be either. Creating an enjoyable course experience is one of the best ways to ensure course success and knowledge attainment. Try to avoid using too much text and don’t shy away from humour by adding images, memes, a joke, or even a comic strip. Something that will break up the course and make your content more memorable. This is especially important if your target audience is a younger crowd. Just ensure that if you are localising your eLearning platform that you use media localization as not all graphics, memes, and jokes translate over to other languages and cultures. This is why it’s important to use eLearning localization services to make sure your courses reach your learners the way they’re meant to, no matter where they are in the world.

Need help taking your eLearning platform global? Into23 has all your global translation solutions with high quality translation services and multimedia localization services by certified legal translators. Contact into23 today for a free quote to get started. 

Get Better Results when reaching a Chinese Audience

Important things to consider if you’re localizing your business in Chinese

Chinese is one of the most important business languages. It is second only to English in terms of being the most spoken, so here are a few important things to know while creating your localization strategy.

With a large population and a growing number of middle-class consumers, the Chinese market has been a new hotspot for businesses. The Chinese market can be a successful market for your business if it’s done right. It’s easier than ever to crack this market with the growth of technology, online shopping, eCommerce translation services, and eLearning platforms. However, there are some major points to consider if you want to localize for a Chinese area or region, as there are many pitfalls when localizing to Chinese.

localize my business in chinese - hong kong

Hong Kong signs – Photo by Katie Manning on Unsplash

History of the Chinese language and its different types

Chinese is an old and diverse language. In mainland China alone, around 70 million people belong to 55 different minority groups, each with their dialect and some that don’t even have a distinguishable written form. However, with the establishment of the People’s Republic of China, Mandarin was chosen as the official language of the country. Today, more than 70% of the Chinese population speaks Mandarin. 

Written Chinese

localize my business in chinese - calligraphy

Calligraphy – Photo by chuanyu2017 on Pixabay

Written Traditional Chinese is around 6000 years old and is the oldest written language in the world. Cantonese speakers generally still use these characters, as do Mandarin speakers in Taiwan. Mandarin speakers in China use Simplified Chinese characters. Simplified characters have been around significantly less than their traditional counterpart as they were formalized at the beginning of the People’s Republic of China. The People’s Republic of China was formed in 1949, and at the time, the majority of Chinese could not read or write. To improve literacy, Mao Zedong initiated a new system of Simplified Chinese, simplifying around 2000 Chinese characters by reducing the number of strokes used for each character. Simplified Chinese was first used in 1956

While there are various spoken dialects of Chinese, these are the two major forms of writing. This is handy as even if the spoken dialect is different, Chinese can generally communicate through writing. 

Different dialects

Seven major dialects are used in China and its Special Administrative Regions (SARs). To reach the Chinese market with your business, you need to know where your target market is and what Chinese form is used there.

Dialect Region Spoken
Mandarin (Putonghua) Most of mainland China, Taiwan, Macau
Cantonese/Yue Hong Kong, Macau, Guangzhou (Canton), and Wuzhou.
Min Fujian province and parts of Guangdong, Zhejiang, Hainan, and Taiwan
Wu Zhejiang province, Shanghai, southern Jiangsu province, parts of Anhui and Jiangxi provinces.
Xiang Most of the Hunan province, the counties of Quanzhou, Guanyang, Ziyuan, and Xing’an, northeastern Guangxi province.
Gan Jiangxi province
Hakka Northeastern Guangdong, adjoining regions of Fujian, Jiangxi, Southern Hunan, and the older generations of Hong Kongers in the New Territories. In Taiwan, Hakka is spoken by some in the Taoyuan, Hsinchu and Miaoli parts of the country.

Related: What’s the Difference Between Mandarin and Cantonese?

Important considerations regarding the different dialect types

  • Cantonese is the main dialect spoken in Hong Kong. Traditional Chinese characters are used for writing. While many Hong Kongers can speak Mandarin and use Simplified Chinese characters, if you are localizing for this region, you should consider using Cantonese and Traditional Chinese characters.
  • In Taiwan, they speak Mandarin and write with Traditional Chinese characters. Both Taiwan and mainland China use Mandarin, but they have developed different terminology and writing styles.  

All of this variation within the Chinese language necessitates using the best Chinese translation services company to guarantee that sufficient research is done to develop a translation and localization plan that matches your strategy for entering this lucrative market.

Things to consider when creating a localization strategy for Chinese 

localize my business in chinese - tiananmen square

Tiananmen Square – Photo by wu yi on Unsplash

Know the culture, know your audience, and identify your primary dialect and region

Like any good localization strategy, you need to know your target audience, its culture, its language, and the things your target market values. You’ll need to consider how your brand voice and whether this will resonate with a Chinese audience. Can you directly translate your brand content, or will you need to consider a more creative translation, a transcreation, to convey your brand voice? As China is diverse, with differences across the regions, high-quality translation services can help you achieve your marketing strategy.  An experienced translation agency can help you avoid cultural mishaps and translation errors.

Learn from past successes and failures 

Learn from the companies who have attempted and accessed the market already. Localizing in China is challenging, and even some of the biggest names have failed after not performing thorough market research. Learning from what has worked with brands that are similar to yours can help narrow your research and expedite your localization strategy.

Related: The Top 10 Translation Blunders in Advertising 

Use local social media and eCommerce platforms

Mainland China uses various social media and eCommerce platforms that are not used or are less popular in other countries. Baidu is the search engine used by most people, with platforms such as WeChat for social media and eCommerce payments. Other social media platforms include Qzone, Renren and P1. In Hong Kong, western social media platforms are popular, and a variety of eCommerce platforms, from the Octopus card to PayMe, are used to pay for products online. 

Use expert multilingual translation services

It should be apparent by now the importance of localization and translation services when expanding your business globally, especially into Chinese markets. Navigating any new market is challenging, so take the guesswork out of your localization strategy and get the assistance of translation and localization experts. 

Into23 is a translation agency in Hong Kong offering localization and translation services. We are experts in Asian languages. Reach out to Into23 today to discuss your business localization strategy to set yourself up for success in the Chinese markets.

7 important steps for your eLearning localization

When it comes to eLearning localization here’s what you need to know to get it right.

eLearning has become an important part of many people’s lives, especially since the pandemic. eLearning platforms have become increasingly popular as a means of acquiring new skills, knowledge, and certifications from anywhere in the world.

This global appeal means that if you want to make your eLearning platform international, certain factors need to be considered when translating and converting your courses successfully into other languages.

What is eLearning localization and why is it important?

eLearning localization

eLearning localization is essential

eLearning localization is more than just a direct translation of words, it’s about transforming your courses and platform so that everything about it suits your target audience in terms of their language, social constructs, and culture.

eLearning localization helps bridge cultural differences in your courses while helping students acquire and retain knowledge more efficiently and effectively.

What should be localized?

Unlike document translation, there is a lot to consider when localizing your eLearning platform. Here are some major aspects that should be addressed,

  • All written text and content
  • Fonts 
  • Graphics, images, photos, and symbols
  • Audio and video
  • Tone of audio narration
  • Graphical User Interface (GUI) and formatting (e.g. date formats)
  • Units of measurement, dates, and currency
  • Idioms and abbreviations (if used, though best avoided to start with)
  • User experience elements (e.g. navigation buttons)

Key planning steps for eLearning localization

1 – Plan for localization early 

Often an afterthought, the need for localization should be identified and planned right from the creation stages as pre-planning makes the localization process run a lot more smoothly. 

When creating your eLearning courses, here are a few ways to make them more localization-friendly,

  • If possible, keep multimedia minimal and keep graphics simple. 
  • Consider the use of neutral humanoid images wherever possible making the character images relatable no matter what region or culture. 
  • Test your font’s compatibility to ensure that it is compatible with your other target languages as it may not be supported.
  • Avoid using humour and idioms as these can be difficult to translate into other languages.

2 – Know your target audience

It is essential to know the audience you are seeking to reach in every area that you want to localize in. Researching is required to learn about a region’s language nuances, cultural preferences, tone and even spelling variations. This can affect everything from colour and image choices, your selection of eLearning voice-overs, and how you approach culturally sensitive topics. Hiring eLearning localization services is an easy way to ensure you nail this step. 

3 – Expansion and contraction

As each language is unique, one of the major features you need to pay attention to when localizing is the expansion and contraction that occurs when transcribing certain languages. This is important because it can affect the general layout of your course and its graphical elements.  

This is especially important when translating Chinese Mandarin to English as text may contract by up to 20-50%! The opposite happens when, say, you want to translate from German to English the text expands anywhere from 10-30%. If you have audio and video content these issues also apply. So be sure to consider this when putting together your courses. 

4 – Graphics and other visuals

eLearning voice over localization

Even items such as the tone of audio narration and translation needs to be considered when localizing your courses

While some symbols and images are universally understood some may need to be reworked for successful media localization. Items that often get missed include navigation buttons, speech bubbles, and progress bars, animations, and colour selections. Take a look at the colour white, for example, and how differently it is viewed depending on the culture. In the West, the colour white can signify purity and cleanliness but in many Asian countries, the colour white can be associated with death and bad omens. These seemingly small aspects can be the defining features that draw the line between a successfully localized eLearning platform and one that is not. 

5 – Focus on language AND design

eLearning translation is sometimes the easiest part of a localization strategy but one of the defining features of localization is that it needs to be all-encompassing to reach the native audience of an area. Design features and choices need to be considered when building eLearning courses. For example, say your original course video was created for the UK market and you’ve translated all the text and audio content for the Latin American market, however, the video graphics remain unchanged. Say in the video a man snaps his fingers as he recollects something.

If you plan to deliver this content in Latin America you might end up with a few confused learners as the gesture of snapping one’s fingers in Latin America is a way of asking someone to hurry up. 

Design features also include the user interface and the choice of colours and fonts as previously mentioned. Failure to consider these items will lead to ineffective and easily misinterpreted course content. 

6 – Technical considerations

eLearning localization technical considerations

Want the localization process to move faster? You can help out your localization agency with these technical considerations

If you want things to move fast and smoothly in the translation process, be sure that all of your eLearning content is in appropriate editing formats and source files. This includes videos, images, audio, presentations etc. This helps avoid the need to start anything from scratch which saves not only time but also money. 

7 – Use multilingual translation services

If each of these steps feels overwhelming, it’s because you need the best translation services company for a partner that can walk you through this process. Don’t sell your elearning translation content short, get help from qualified localization companies, like Into23.

Into23 can translate and localize to any language you need to get the most out of your eLearning platform in the global market. Contact us today for a free quote. 

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.

Read our Blog here.

What do Clients want from Translation Services

The international business communications market reached a historic turning point last year, as companies, organizations and institutions across the world accelerated the pace of digitalising their operations. The sheer extent of the transition has spurred a corresponding demand for certified translation services in applications as varied as elearning, software localization, legal documentation and multimedia content.

As video content continues to proliferate on streaming services and social media marketing channels, the industry now sees increasing demand for high quality captions, subtitles, dubbing and voice overs. The demand for website text and marketing content translation also continues to expand as businesses increasingly plan their strategies around emerging markets in the Asia-Pacific region.

Enterprise Translation in Asia: Market and Method

English to Chinese translation services continues to be a mainstay in the Asia-Pacific region, while consumer markets in ASEAN economies, which include Malaysia, Indonesia, Thailand, Vietnam, Laos, Brunei, Myanmar, the Philippines and Singapore drive demand for local language translations alongside Chinese and English content.

The unprecedented scale and volume of material to be translated – which is only set to increase over the upcoming decade-  results in the increasing use of Automated Translation and Machine Translation with Post Editing, in which a human translator proofreads, improves and adapts the material generated by the translation. While machine translation engines have made a lot of progress in recent years, the most practical and efficient solution for businesses that need to regularly translate material at scale is working with a language service provider that offers streamlined, cost effective Machine Translation Post Editing rates and comprehensive, value-added services.

Combining the Best

We work with both standard Machine Translation and Neural Machine Translation, which can efficiently process complex material and adapt to infrequently translated languages and language pairs, which don’t have pre-existing datasets. Neural Machine Translation engines can also be configured to output a formal or casual style, depending on the project’s requirements, although this aspect still requires human review and editing, for which our Linguistic QA specialists are indispensable because of their experience, ability and speed.

The ideal workflow for translating material at scale heavily depends on the unique circumstances and requirements that companies face. Our experience providing Translation Management as a Service (TMaaS) for a range of different companies, from multinationals to startups and SME’s, enables us to quickly identify the relevant metrics and value drivers in any business model, from which we develop a cost effective hybrid service plan that delivers quality at speed and scale.

Trends Reports

According to Multilingual Magazine’s 2021 Translation Trends report, the use of Machine Translation with Post Editing is on the rise across the world, with Language Service Providers in Europe indicating that they plan to expand their services. Meanwhile, language service providers in Asia increasingly partner with technology enterprises, which are required to cater to diverse audiences at scale.

The report identifies Chinese, Japanese, Spanish, French, German, Portugese, Russian, Italian, Polish and Persian as the ten most translated languages in the market. In terms of market size, Multilingual cites Statista’s Chart comparing language speakers and online content.

Languages in real life and online

Source: Statista

The chart identifies Chinese as the language with the largest native speaking population in the world, with almost 1.3 billion speakers, followed by Spanish, with 442 million, English, with 378 million, Arabic, with 315 million and Hindi, with 260 million. The percentage of websites on Statista’s chart with Chinese language content, however, is just 1.7%, compared to 54% of websites displaying English content, followed by Russian, with 6%, German, with 5.9%, Spanish with 5%. And French, with 4%.

Statista’s 2020 report on the most common languages on the internet by share of active users indicates that Chinese is the second most common language used online, accounting for 19.4% of people online, compared to 25.9% for English.

Most common languages on the internet

The most common languages on the internet by share of active users. Source: Statista

The discrepancy between the size of the native Chinese speaking audience (the second largest online) and the number of websites published in Chinese indicates the extent of the opportunity for companies and publishers to expand the reach of their platforms and businesses by translating content into Chinese.

The Human Touch : Work with Expert Translation Services to Localize

The Multilingual report also emphasizes that Human Translation is still the most accurate, effective and reliable mode of translation, because of its unmatched capacity to address “context, colloquialism and creative writing.”  These factors are vital for marketing and public relations, to the extent that content translation intended for a public audience should be fully carried out by professional human translators.

Localization is only possible with human translators, and holistically adapting brands to local markets and cultures often requires transcreation. Developing an organic local voice with an authentic tone is key to building brand value when working with English to Chinese translation services in a vibrant, dynamic market like Hong Kong or Singapore.

Translation services in Hong Kong in particular often have to contend with the rapid pace at which the local language and culture develops, as new colloquial phrases frequently move in and out of favor, while the local language, Cantonese, also differs in written form (Zhongwen) from traditional Chinese in other regions.

From a brand perspective, re-adapting content from the ground up is far more effective than attempting to circulate literal translations of previously written material, which can even carry a certain level of risk in terms of inadvertently humorous connotations with local audiences. While the same principle applies to translating and localizing for European markets, some regions, due to a variety of local factors, inherently require a more hyper-localized approach. Mainland China is one of the world’s most challenging markets for this reason.

What businesses want: language services industry statistics

High quality localization and translation service providers have the ability to effectively adapt brand messaging to a local context and match the pace of publication required by any client. The characteristics that enable effective localization and transcreation align with the priorities of translation clients worldwide, regardless of the type service they require.

According to Nimdzi’s 2021 survey on Translation Buyer Priorities, the top five factors which translation services clients consider important are:

  • On-time delivery
  • Quality of Translation
  • Customer Service
  • Price
  • Number of languages offered

We work fast without compromising quality. Our commitment to developing our expertise matches our dedication to working closely with our clients, so we can provide individualized solutions that take markets and business models into account and offer better service at more cost effective rates.

At Into23 we are passionate about language, and the scope of our services is unmatched in every region. We translate all major languages, and we are experienced working in every sector. We are excited to share our expertise and insights with our clients as the industry continues to expand in Asia, where we specialize in localizing overseas companies and taking local companies global. We translate for tomorrow’s markets today.

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