“I translate, I transform.” What does this phrase mean to you? CSOFT’s very own Will Knight presented his panelists with that question at the recent CSOFT’s 11th Annual Summit in September. On the panel were Paul Liotti, technical communications and localization manager for Carestream, Annya Sedova-Bertram, senior manager at EMC, and Francois Zhang, director for HuaWei technology’s Nanjing labs division.
One of the topics they touched on was the opportunities present in the markets of emerging countries. Companies looking to go global must take the steps necessary to localize their product for different markets.
The discussion turned to the role that localization plays in the topic of sustainability. Customers want to not only know how the product works, but also how sustainable the product is. As global citizens, businesses want to make sure that they are purchasing products that are helping the environment and not hurting it. By bringing that information in other languages, a company will enable their customers to make the best choice in the interest of the planet.
The panel highlighted the importance of integrating technology into their processes. Using and analyzing big data gives companies the ability to understand the requests and requirements of their customers. On the translation side, using big data makes it possible to collect millions of words and terms in a short amount of time, bringing speed and accuracy to translation. At the same time, the use of robotics will speed up and create more efficient processes, saving both time and money.
When asked what “I translate, I transform” means to them, all three panelists agreed that it means going about the process of product creation and localization in a smarter way. Transformation comes through knowing the balance between the human touch and the use of technology, while seeing both as vital parts of the procedure. It comes from creating faster and smarter processes that generate quality content while training linguists to work with the technological advancements of the modern world. By treating translation as an art and a science, we can send quality content and products across borders with more speed and accuracy, thus transforming our world.
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