The 10 Most Innovative Translation & Localization Solution Providers

™ www.insightssuccess.in JULY 2018

The

10 MOST

Innovative

Translation

& Localization Solution Providers

Company of the Month

Mayoor, Director Itransmaster Solutions

Nakul Kundra, COO

Himanshu Sharma, CEO

AI-powered Human Translation Platform

Editorial

I

“

f you talk to a man in a language he understands, it goes to his head. If you talk to him in his language, it goes to his heart”, Former President of South Africa and Noble Laureate Nelson Mandela

Native language is the way to preserve our own traditional values, rich cultural heritage, and all the valuable knowledge about our country. The world has become one big city. Every day thousands of businesses are translating across borders, yet communication barriers are still present across the globe. To overcome language barriers across the globe, linguists have come up with a few ways that allow multilingual communication and understanding. Translation and localization industry is one of them. It is not just about the words, it’s about making intelligible a whole culture of the country.

Changing Landscape of Translation and Localization Industry

India has come a long way from being a “Land of snake charmers” to being celebrated for the “Mars Mission”. Today as the distance between the nations of the world is reducing, every organization is looking for translation and localization of their business. The companies are doing everything they can to tackle the emerging Indian market. Without any doubt, localization is one of the fastest growing sectors in terms of economy which is estimated to be around one billion USD in India. The industry thrives on ever-increasing demand for translation in a wide range of discipline. Translation of content across various platforms is of paramount importance for the global growth of companies.

India is home to an incredibly diverse population that speaks around twenty-three official languages. Recent technological developments in the translation industry will continuously impact and change the way things are carried out. With an aim to eliminate the digital divide, from time to time the government of India has taken various steps such as Digital India, Jan Dhan Yojna etc. Both the translation technology and language localization can play a vital role in achieving the Digital India dream. Besides traditional tools such as dictionaries, glossaries, thesaurus etc., the usage of Computer-assisted translation (CAT) tools is increasing rapidly in order to improve productivity. With the growing user base of internet and internetbased services, online tools or platforms for are gaining momentum and becoming popular among the translation companies. The popularity of Machine Translation (MT) has also increased substantially.

The Indian translation industry is still in its nascent stage and in next ten years, it will be able to provide livelihood to many budding translators.

Serious effort in both the areas of Translation technology and Localization will lead the country to become Digital India. Translation is all about translating ideas, like telling a story into another language in a natural way.

Translation has helped India to knit together as a nation throughout the history. The concepts like ‘Indian philosophy’, ‘Indian culture’, ‘Indian literature’ and ‘Indian knowledge systems’ would have been impossible in the absence of translations.

Shweta Priyadarshini Shweta Priyadarshini

™

Editor-in-Chief Pooja M. Bansal Senior Editor Shraddha Deshpande Managing Editor Rajarshi Chatterjee Executive Editor Shweta Priyadarshini Contributors Abhijeet, Devasish, Datta Art & Design Director Amol Kamble Co-designer Poonam Mahajan Picture Editor Alex Noel Art Editor Asha Bange Visualiser Karan Gaikwad Business Development Manager Akansha Garewal Marketing Manager Dhruv Apte Business Development Executive Asif Patel Research Analyst David Circulation Manager Vivek Bangade Database Management Prashant Chevale Technology Consultant Swapnil Patil sales@insightssuccess.com

July, 2018 Corporate Ofces: Insights Success Media and Technology Pvt. Ltd. Off. No. 513 & 510, 5th Flr., Rainbow Plaza, Shivar Chowk, Pimple Saudagar, Pune, Maharashtra 411017 Phone - India: 020- 7410079881/ 82/ 83/ 84/ 85 Email: info@insightssuccess.in For Subscription: www.insightssuccess.in

Insights Success Media Tech LLC 555 Metro Place North, Suite 100, Dublin, OH 43017, United States Phone - (614)-602-1754 Email: info@insightssuccess.com For Subscription: www.insightssuccess.com

Cover Price : RS. 150/Follow ollow us on :

www.facebook.com/insightssuccess/ www

https://twitter.com/insightssuccess

We are also available on : Copyright © 2018 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success.

Reprint rights remain solely with Insights Success. Printed and Published by Insights Success Media and Technology Pvt. Ltd.

COVER STORY CXO standpoint Expert's Opinion E-Learning Plays a Significant Role in Translations & Localization

32

Expert's Standpoint Emerging Market Future of Translations and LocaliZation

40

Devnagri 08

AI-powered Human Translation Platform

COMPANY OF THE MONTH Itransmaster Solutions Supporting Business and Linguistic Diversity

18

ARTICLES

22

Industry-Insight Translation and localization: An Emerging Industry

36

Tech-Trend Emerging Technologies Revolutionizing the Translation Industry

CON TE NTS

Fidel Softech

26

Delivering World-Class Translation & Localization Services

Somya Translators Offering Best-in-Class Localization and Certified Translation Services

28

TransLang Ways Solution

34

Breaking all Language Barriers with its Cutting Edge Solutions

VMC Anuvaad Pioneer of Transcreation and Localization Services

42

Translation and Localization: An Essential Element for Elevating Globalization

L

anguage is more than a system to communicate with others for generation yet to born. The history, passion, and soul of our own culture lives in each word we speak in our native tongue. In today’s globalized business world, language translation has become an important part of communication. With countless languages around the world, Translation and Localization are the need of the hour for various industries and businesses.

Translation and Localization of content across various platforms has always been the key for organizations to expand their global footprint.

In this edition, we introduce The 10 Most Innovative Translation and Localization Solutions Providers companies in 2018, in order to assist businesses to choose their right Translation and Localization solutions provider.

Assessing the scenario in versatile perceptions our magazine has brought light into the companies, who have flaunted some excellent Translation and Localization solution Providers. This list will lessen the search of organization that has perfect Translation and Localization companies.

In this issue, we have specially featured Devnagri, as cover story. Devnagri’s powerful cloud-based translation platform empowers products by enabling product owners, product developers and product marketers to reach Indian internet users in their regional languages.

We have listed iTransmaster Solutions as the company of the month that provide niche language services and documentation services across industries. Fidel Softech is a technology & localization solution and services provider company committed to deliver cutting-edge technology solutions in local languages. Somya Translators is the foremost certified professional localization & language translation service provider across the globe. VMC Anuvaad has been the preferred transcreation partner for leading agencies and multinational conglomerates in India and abroad. Translang Ways Solution is Interpretation and Translation Service Company which provide cuttingedge solutions in language Translation, Localization, Content Writing, Interpretation, Transcription, Language Trainings & Subtitling, and Voiceovers. BITS is the innovative language services company that offers core translation services blended with comprehensive localization solutions that include software architecture, engineering, GUI localization and localization testing. Crystal Hues is a pioneer in international marketing communication combined with localization services in India.We also have Mayflower Language Services which is an ISO certified organization, dedicated to providing translation and localization services to global companies.

Coral Knowledge Services offers professional translation, proofreading, Transcription, interpretation, audio visual, data capture services for a large variety of clients.

Our in-house editors have come up with some adroitly written articles such as Emerging Technologies Revolutionizing the Translation Industry and Translation and Localization: An Emerging Industry.

We have included article like E-Learning Plays a Significant Role in Translation and Localization written by Shatyaki Singh Bohra, General Manager at Andovar Localization Services Pvt Ltd. Also, we have included article like Emerging Market Future of Translation and Localization written by Devaki Datar-Kunte who runs the family business, Language Services Bureau, established in 1979 by Madhuri Datar, for the last 16 years.

It’s time to flip the pages and enjoy a linguistic experience with a feeling of reading pleasure.

ER V COORY ST Nakul Kundra, COO

Himanshu Sharma, CEO

W

illiam Carlos Williams, in his letter to Nicholas Calas, dated 4 Dec. 1940, wrote, “All this fits well into my scheme. I don’t care how I say what I must say. If I do original work all well and good. But if I can say it (the matter of form I mean) by translating the work of others that also is valuable.

What difference does it make?” Translation is an art and translator an artist. With a countless number of languages and slangs around the world, localization and translation are the need of the hour for businesses, personal convenience and elevating the aesthetic feel of regional languages.

Devnagri is India’s first AI-powered human translation platform exclusively focused on Indian languages. The company has created a powerful cloud-based translation platform, which empowers products by enabling product owners, product developers and product marketers to reach Indian internet users in their regional languages. The machine is an AI-integrated platform, which promotes organized way translations with guaranteed timely delivery. Further,, with the help of Indian translators and fering to the Indian reviewers, the tool is an excellent offering translation industry. The professional translation services are therefore now a reality as Devnagri comes with unique linguistic skills and per-domain translation expertise. fers quality assurance features such Devnagri platform offers as translation memory, glossary and proofreading, which ensures 100% client satisfaction.

‘&

About the Trailblazers Himanshu Sharma, the CEO of Devnagri, is a great people person who has spent nine years as an entrepreneur and gained experience in all areas of business including marketing, operations, business strategy, business intelligence and more. He is passionate about technology.

Himanshu is an experienced strategist with an exceptional capability to simplify complex business challenges by innovative solutions for market differentiation. When he is not working he loves to play video games, watch cricket matches and loves to cook.

Nakul Kundra, Devnagri’s COO, is a renowned entrepreneur with over 10 years of corporate and tech start-up experience. Over the last decade, he has gained hands-on strategic experience in creating a start-up from idea generation to execution to POC model.

Nakul is highly skilled in strategic planning, business intelligence, AI/ML/big data conceptualization, establishing and growing Indian operations, mentoring start-ups and IT consulting, among others.

WE TRANSLA TRANSLATE, WE PROOFREAD

WE DELIVER

ON TIME

‘‘

The

limit

of our

language is the limit of our

Businesses The Driving Factor This is a century of innovation and now through technology, it is possible to book flight tickets just with the move of a thumb. Similarly, technology has also influenced the life of the elderly in a good way—they can schedule appointments with the doctors, set reminders for medications, book tickets and many more. However, Devnagri realized that despite the fact that India being one of the biggest IT-driven nations in the world, the convenience of Indian people is overlooked. Nakul asserts, “We have been making applications driven by the ideas and needs of our foreign clientele and we build applications and services intended to be used by their own audience, and here is the main point, in their own language”. If our parents or a grandparent wants to book a cab or order pizza online, they can simply do it in their language rather than depending on us to do it for them.

This will make an Incredible India, Independent!

Devnagri realized that the simple fact of not being fluent or comfortable in a foreign language retains many Indians from actually making use of the wonderful benefits of technology and the modern mobile revolution. People are not open to use the modern services due to their fear of

making mistakes that may occur if they use a banking application or any other similar applications in a language that they do not feel comfortable with. After thorough research, the team identified that there is a lack of correspondence between what a business or a facility provider can reach and what our elders or fellow countrymen can use—just because of the language barrier.

Unique Services Devnagri’s team of highly professional translators possess a keen sense of style in both the languages and translate the scripts preserving the authenticity. They conduct sessions for honing and mounting their expertise, which in turn, sharpens the awareness on the emotional impact of words and the atmosphere they create along with the social aura that surrounds them.

Transforming the translation industry, the unique professional platform provides translation services in a power-packed combination of AI (Artificial Intelligence) and human expertise. Once the content is translated, the translation is taken to the next level where it undergoes the justification process under the guidance of a human. After all the scrutinizing steps, the content will be delivered on

We are not only

but

localizing

Celebrating also

Indian languages time without any lag or delay.

Mobile gadgets and applications have become a part of human life. With 1.25 Billion increasing population, novel communication mediums are emerging day by day.

Especially for businesses, mobile applications are inevitable.

The customer base can only be built strong with app localization, which is easily achievable on Devnagri’s platform.

A website is a platform that attracts the audience and gives your brand a global recognition. But with no localized approach, very few global audience connections are established. With Devnagri, one can imply the importance of translation to the website and establish a humongous customer base.

Touching the Hearts Devnagri not only utilizes the power of machine learning but the intelligence of human minds also to make its translations reach the hands and touch the hearts of the end users.

Through the mission of Devnagri, the company is looking forward to build Indian translator’s community to empower women and housewives and bring a smile to their faces.

In addition to this USP, the company also makes an effort towards improving the experience of its Translators, Reviewers and Clients on the smart platform by providing and innovating on features such as Glossary, Translation Memory and a comfortable Dashboard and Editor for doing the translation and proofreading within the platform.

Unlike its competitors, it is laser-focused on regional languages. “We believe that in the modern technological landscape, our own Indian languages are underrepresented and this is a cause of dis-engaged user base in India such as the elderly and the people from the nonmetropolitan region”, states Himanshu.

Nakul adds, “English is an important part of the modern world but that doesn’t mean that it should be imposed on people rather, our aim is to enable people to engage with the benefits of modern technology within their own comfort zone and through something that they truly understand”.

An Evergreen Recall In its entrepreneurial journey, Devnagri has etched all of its clients’ names in its heart, however, some remain more special and certain achievements are evergreen. One such prolific project was with one of its early clients, India App

Stores, which is an Android App Store dedicated to the provision of popular applications in Indian languages and allows developers to create applications specifically for Indian language users.

The company localized the entire website on a timely-basis with real-time updates, into eight languages simultaneously and proofreading these translations at the same time, thus allowing India App Stores not to suffer through the long and slow process of going through the traditional route of arranging a translation provider - negotiating - proofreading - integration.

Devnagri has been the translation powerhouse behind the platform’s continual success in enabling people to use modern services and application in their own languages. It offers timely translations and real-time updates to all clients so that they are aware of the exact stage at which their translation projects stand.

Go an Extra Mile The company follows a freemium model for Devnagri platform and targets the Business-to-Business segment of its user-base for the major portion of its revenue and marketing strategy—it invests in the relationship by going an extra mile for providing them with custom packages for not only their mobile and web applications but also for their developers by providing them hooks to automatically trigger app/website builds when a translation is completed.

Devnagri’s core values flow naturally from its mission statement that “We strive to bring a smile to our countrymen’s faces by enabling them to use their own languages in the modern world”.

Future Endeavours “We are looking forward to making a disruptive change in the way that the Indian translation industry operates”, says Himanshu.

Translation services are inevitable to the global economy and the industry is on the upsurge as numerous small businesses globalize. The rise of innovative techniques in the communications industry is having a huge impact on the human life as well. It has been made clear by Devnagri’s domain and product interviews that almost 90 % of the Indian translators, Ø Follows the tedious process of manually copy and pasting the content from source to word docs—opening many sites such as dictionary during the translation process—and then following an even more time taking

process for proofreading Ø Works mostly as freelancers with variable income Ø Does not do any networking at all with their peers Ø Lacks a common platform through which they could get the opportunity to showcase their talents and to highlight their own languages Though the conventional localization processes of the past required a high intensity of labour, Devnagri’s localization intelligence has made it faster and efficient with the use of latest software, automation, analytics and tools for datasharing and leveraging. The company looks forward to assuring that the businesses are able to reach and provide their services to prospective users from the nonmetropolitan cities and thus vastly expand their clientele and user-base.

Our

“

aim people is to

enable

to

engage with the benefits of

modern technology within their

own comfort zone and through something

that they truly

understand

SUBSCRIBE

TODAY Never Miss an

Issue

Yes I would like to subscribe to Insights Success Magazine.

Global Subscription 1 Year.......... (12 Issues) .... Rs. 2500

6 Months ..... (06 Issues) .... Rs. 1300

3 Months .... (03 Issues) ....

1 Month ...... (01 Issue) .....

Rs. 700

Rs. 250

Date :

Name : Address :

Telephone : Email :

City :

State :

Zip :

Country :

Cheque should be drawn in favour of : INSIGHTS SUCCESS MEDIA AND TECH PVT. LTD.

CORPORATE OFFICE Insights Success Media and Technology Pvt. Ltd. ™

Ofce No. 513 & 510, 5th Floor, Rainbow Plaza, Shivar Chowk, Pimple Saudagar, Pune, Maharashtra 411017.

Phone - India: +91 7410079881/ 82/ 83/ 84/ 85 | USA: 302-319-9947 Email: info@insightssuccess.in For Subscription : www.insightssuccess.in

Company Name

Management

Brief

BITS Private Limited bitsindia.co.in

Sandeep Nulkar Founder, Chairman & Managing Director

BITS is the innovative language services company that offers core translation services blended with comprehensive localization solutions that include software architecture, engineering, GUI localization and localization testing.

Coral Knowledge Services Pvt. Ltd. coralknowledgeservices.in

Shakuntala Chhillar Founder & CEO

Coral Knowledge Services offers professional translation, proofreading, Transcription, interpretation, audio visual, data capture services for a large variety of clients.

Crystal Hues Limited crystalhues.com

Sudheen Mookola CEO

Crystal Hues Limited (CHL) is a pioneer in international marketing communication combined with localization services in India.

Devnagri devnagri.com

Nakul Kundra COO, Himanshu Sharma CEO

Devnagri’s powerful cloud-based translation platform empowers products by enabling product owners, product developers and product marketers to reach Indian internet users in their regional languages.

Fidel Softech Pvt. Ltd. fideltech.com

Sunil Kulkarni CEO

Fidel Softech is a technology & localization solution and services provider company committed to delivering cuttingedge technology solutions in local languages.

iTransmaster Solutions Pvt. Ltd. itransmaster.com

Mayoor Director

iTransmaster Solutions provide niche language services and documentation services across industries.

Mayflower Language Services mayflowerlanguages.com

Madhuri Hegde Founder & CEO

Mayflower Language Services is an ISO certified organization, dedicated to providing translation and localization services to global companies.

Somya Translators Pvt. Ltd. somyatrans.com

Archana Singh Director & CFO

Somya Translator is the foremost certified professional localization & language translation service provider across the globe.

Translang Ways Solution Pvt. Ltd translangways.com

Teja Dighe CEO

Translang ways solution Pvt. Ltd is Interpretation and Translation Service Company which provide cutting-edge solutions in language Translation, Localization, Content Writing, Interpretation, Transcription, Language Trainings & Subtitling, and Voiceovers.

VMC Anuvaad vmcww.com

Vikram Manghnani Co-founder & CEO

VMC Anuvaad has been the preferred transcreation partner for leading agencies and multinational conglomerates in India and abroad.

Company of the Month

ITRANSMASTER SOLUTIONS:

Supporting Business and Linguistic Diversity

L

ocalization is the process of modifying a product to adapt to the needs and preferences of users in a different region. Translation solutions are often an essential component of localization. Providers offer several different localization solutions, including app, software, and game localization services.

Clients may utilize these services when looking to expand their product or service to other locations in a wellfunctioning form that adapts to the local language, culture, and regulations. For example, localization services may be used to modify a product for a new market that uses a different unit of measurement. Localization is essential for a product to be accessible for users with different native languages. In cases that do not involve a complete translation, localization is useful and welcoming to potential customers and possibly results in larger user base.

In general, localization services intend to modify products to function as though they are created for the specific market in which they appear.

18

ITransmaster Solutions Pvt. Ltd. (ITS) is one such translation and localization provider of the industry. They are a group comprised of individuals who came together, brainstormed and decided to build a corporation that bridges the gap. With an ambition to give this industry a new dimension, ITS looks at innovative and creative ways to capture markets.

The company provides niche language and documentation services across industries. Their vision is to create content, technical and web-based, yet engaging enough to have a high-impact for an enhanced business image. They develop product documentation, technical support, and training materials. Supported by the best talent in the industry, their processes are ISO compliant with the highest caliber and with significant focuses on client satisfaction.

The Asia-Pacific region is one of the fastest growing areas for the Translation and Localization industry. ITS’s extensive experience in this Industry, along with positive JULY 2018

“ Mayoor Director

results, foresee the APAC region as the Industry leaders in Translation and Localization services in the future. The entire knowledge-based service and solutions Industry have shown excellent growth over the past years, starting with the multiple modalities of manufacturing techniques worldwide, today and ITS sees that the Translation and Content Services Domain has become an integral part of every business domain. From Engineering to Healthcare, Pharma to BFSI, IT/ITES to Education, there is not one Industry today that does not require Linguistic Services. As Globalization continues to reinforce, ITransmasters Linguistic Services offer an incredible opportunity to Businesses and Individuals alike, who are looking to reach out globally but with a Local Voice.

ITS is an accomplished Business Service Provider with offices in Bangalore and Mumbai. They engage in planning language services and documentation strategies that can realign existing content by evolving a strategic plan that enhances brand image –all at highly competitive prices.

The Leader Mayoor, the Director of ITransmaster Solutions holds a BA (Hons) in Management from Webster University London. He is currently the co-founder and Managing Partner for the largest Hair extension JULY 2018

19

company in India, a large-scale enterprise having over 1000 employees. He is also one of the promoters of a start-up enterprise in the cosmetics services segment.

Mayoor has created and implemented large-scale logistical, distribution and trade solutions for a variety of enterprises. He has consulted numerous companies in the areas of International Trade and Finance, and Global Strategic Management.

In his spare time, Mayoor enjoys playing squash and is an avid movie enthusiast. Also, he particularly enjoys the works of Noam Chomskyand Immanuel Kant, and frequently organizes and participates in various seminars and forums with other likeminded academia on the subject.

Distinct Services leading to Success Itransmaster Solutions cater to domains in Healthcare, Information Technology, Media, Gaming, E-Learning, Publishing, Manufacturing, Transport, Legal, communication, etc. They work in developing Software, Website and application localization, User Manuals, UI localization and Testing, Marketing collaterals/ Creative translation, Patient diaries, Clinical research, Multilingual Voice Over, Multilingual Subtitling, Multilingual Dubbing, etc.

Itransmaster is a one-stop solution for any multilingual requirement for any domain this makes it a unique 20

company in the linguistic industry domain. They have close to 5000 native translators empaneled with them who have 7+ years of professional translation experience in the domains mentioned above.

ITransmaster is equipped with state-ofthe-art technology and tools, and efficient use of them helps them give better quality, Rate, and TAT to their customers. They are very proud to say that today, ITransmaster is known as one of the cost-efficient linguistic company in India without making any compromise in quality as that is their utmost priority.

Unique Values and Strategies Various strategies helped them build a long-lasting relationship with their end clients. Not only they get the best of the rates in the industry but also the transparent knowledge transfer to them this helps them understand how the work happens in this industry. At ITS, they have always walked that extra mile and also entirely focused on client satisfaction for every project they have ever undertaken.

They believed that the only way to success is to walk that extra mile for the clients. Every project irrespective of the size and scope of work are treated with a lot of respect and utmost importance. They do not hesitate to walk that extra mile which could contribute to their client’s success.

Mayoor strongly believes that their customers recognize these efforts and

also helps them to retain their clients.

The most significant proof of that is currently 80 percent of their turn over is from the existing clients.

At the same time, there are other aspects of the business that help them along with the values. They are up to date with every possible tools and technology available in the market. In spite of being a start-up, they have a dedicated R & D team based out of Bangalore whose sole job is to find out different tools and state of the art technology which can help ITS in the industry and implement them in the process flow. Mayoor feels very proud of the fact that these tools and techniques help their customers reduce the cost and also the turnaround time with impeccable quality standards.

Future Endeavors ITS aims to efficiently use Artificial Intelligence through different tools and technologies, have a Global presence in the UK, France, Germany, Ireland, and Singapore in the next five years and get equipped with projects related to manufacturing/ Defense as they expect India to be the next big manufacturing hub under the Make in India scheme.

JULY 2018

TRANSLATION LOCALIZATION and

An EmergingIndustry

22

JULY 2018

Industry-Insight

I

n the words of Edward Sapir, “Language is the most massive and inclusive art we know, a mountainous and anonymous work of unconscious generations”.

Translation is not just about the words; it is about making intelligible a whole culture of the country. The translators are the shadow heroes of literature who have enabled people to understand that every person from every part of the world lives in the same place.

eighty percent of content on the internet is in the English language, but only ten present of the total Indian population have knowledge of English Language.

Therefore, it is very important to translate content, localize product into Indian Languages to ensure a wider reach and to arrest the sprawling ‘Digital Divide’

India is one of the largest consumer markets in the world, growing at amazingly rapid pace. Today as the distance between the nations of the world is reducing, every organization is looking for translation and localization. The companies are doing everything they can to tackle the emerging Indian market. Without any doubt, localization is one of the fastest growing sectors in terms of an economy which is estimated to be around one billion US dollars in India. The industry thrives on ever-increasing demand for language content creation in the wide range of disciplines.

Creation of digital content through translation and ensuring their availability across various platforms is of paramount importance for the global growth of organizations.

With an aim to eliminate the digital divide, from time to time the government of India has taken various steps such as Digital India, Jan Dhan Yojna etc. Both the translation technology and language localization can play a vital role in achieving the Digital India dream. Distribution of contents in twenty plus Indian language will further lead to a massive demand for localization. In 2008, as per the recommendation of National Knowledge Commission (NKC), Government of India has launched National Translation Mission (NTM) with an objective to establish translation as an industry in India. NTM has been collaborating with various institutes, private publishers, and universities by providing financial and academic assistance. It is also collaborating to translate the study materials in Indian languages in order to reach out to the students who have limited English knowledge.

The Nation and its Linguistic Plurality India is the seventh largest country by area and the second most populous nation. Besides the two official languages Hindi and English, there are twenty-two recognized regional languages.

Adding dialects and minor languages, there are more than thousand languages spoken throughout the country, seems like a fairy tale of one thousand languages.

In recent times, technology is rapidly entering into the life of common man. According to independent report, more than JULY 2018

Significant Initiatives taken by the Government

Localization: The Next Big Thing Translation is one of the major parts of the localization process. Localization is the process of adapting a product to a specific market. It includes translation as well as an adaptation of the graphics, currencies, dates, addresses, phone number and many other factors and parameters.

The translation and localization industry in India involves publication, DTP, content creation, translation of documents, repurposing, IT localization, dubbing, subtitling and among many other. Translation and localization are the most happening fields with more MNCs entering this market either as vendors or as clients.

Parametric View of Nation’s Market India is considered to be one of the fastest growing technology markets; so many companies are adopting various methods to expand their presence. Tech giant Microsoft Corporation known for their operating system is one among the major player who localized their products in Indian languages. Currently, South Korean Mobile and PC maker company Samsung is investing a huge sum of 23

money to localize their mobile phone user interface in some major Indian languages. Xiaomi Technology India Private Limited is localizing their popular products, especially mobile phone UI to ten Indian languages. In terms of revenue, the Indian translation Industry is nineteen present of the Asian Industry.

Technology Revolutionizing the Translation Industry Besides traditional tools such as dictionaries, glossaries, thesaurus etc., the usage of Computer-assisted translation (CAT) tools is increasing rapidly in order to improve productivity. With the help of these language assets, translators use previously approved translations which reduce their repetitive work and enhance the consistency of translators. Some popular CAT tools are - SDL Trados, SDL Passalo, Fluency, OmegaT, Deja Vu, Wordfast etc. These tools are mostly used offline. With the growing user base of internet and internet-based services, online tools and platforms are gaining momentum and becoming popular among the translation companies. The Popularity of Machine Translation (MT) has also increased substantially. A significantly large content can be processed effectively by combining MT with a human post editor.

Over the next few years translation and localization industry is able to provide livelihood to many budding translators.

Investment in e-governance like Gyandoot, Community Information Centers (CICs), e-Seva, BangaloreOne, e-Chaupa is truly phenomenal. Translation and Localization have always helped India to knit together as a nation throughout history. The concepts like ‘Indian philosophy’, ‘Indian culture’, ‘Indian literature’ and ‘Indian knowledge systems’ would have been impossible in the absence of translations.

24

JULY 2018

Sunil Kulkarni

Fidel Softech:

CEO

L

ocalization is one of the fastest growing areas in India with a global market of around forty billion USD. The industry is seeing demand with the proliferation of SaaS & Cloud-based software. The legacy software users like banks & insurance firms are increasingly competitive and hence reaching out to customers in local languages has become mandatory for better customer acquisition.

Further, with an aim to bridge the digital divide and create more opportunities to the underserved segments, the government of India has taken various steps such as Digital India, Jan Dhan Yojna etc. where localization & distribution of contents in Indian languages will further lead to a massive demand for localization.

An ISO9001 & ISO 27001 certified firm, Fidel Softech Pvt. Ltd is the leading Translation and Localization Company with cutting edge technology driven solutions & services. It works with local as well as global companies to connect them with their customer in 26

local languages.

A Technocrat Leader of Fidel Softech Sunil Kulkarni, the CEO is a bilingual technocrat with a vision to extend the frontiers of Indian entrepreneurship in Japan. When Sunil was working between Japan & India, he realized that there is a need for a boutique technology-driven firm which addresses the local language needs.

With a core team of Mandar Inamdar (COO), Sushrut Potdar (Chief Delivery officer), and Rajeevlochan Phadke (CTO LinguaSol & Technology Product development), Fidel is poised to deliver world-class localization solution & services to the local and global customers.

Sunil has expertise & interests in domains like enterprise software, fintech, IoT & localization among many others. He is responsible for international business development and global partnerships.

Solutions that Amplify Messages across Oceans Fidel localization Services (FiLoSe) offers translation and localization services in more than eighty plus languages. FiLoSe ensures that the project is handled by translators having particular domain knowledge for a high quality of a translation. FiLoSe is fully equipped to undertake the projects ranging from simple website, marketing brochure or name card translation to highly complex technical projects such as localization of an internet banking platform or translation of salary slips in an HR software or data translation (eg. beneficiary names) for govt agencies and many more.

Fidel’s linguists are trained in specialized CAT tools & all projects are delivered only after passing through the quality assurance tests.

LinguaSol (a Fidel group company) offers a patented solution Linguify that can localize the user interface of any web, mobile, desktop or enterprise software to any language without the JULY 2018

need to modify the source code or database. Since the code is not modified, this as the most secure, speedy and cost-effective way to localize the software application with very less involvement on client side.

This is a complete externalized solution and hence meets the regulatory & compliance requirements for banks, government agencies & public sector companies. Apart from Linguify, the firm’s portfolio of solutions includes LinguaMT, eXtract and LinguaMate.

LinguaSol further specializes in translation of data & customized reports which is significant as many enterprise software applications though code-localized are unable to cater to translation of data. Linguify translates the user interface as well as the date, currency formats can be changed using customized services, thereby delivering a fully internationalized software.

Fidel is making continues efforts to provide innovative solutions to their clients. Its clients benefit from the firms’ focus on expansion in different markets, continuous development of new products & services while maintaining existing products. At present, it is working with few banks as well as public sector firms to meet their internet banking & e-governance application localization needs respectively. In addition, the firm is exploring disruptive technologies such as AI, Blockchain & micro-APIs with an aim to further strengthen its capabilities and deliver cutting edge technology solutions in local languages.

Fidel with its emphasis on high-quality work, privacy & data security, cutting edge technology driven solutions, continuous staff training, faster JULY 2018

turnaround time and pursuit of client satisfaction differentiates itself from other translation service providers & is poised to be the leader and a preferred partner to clients in India as well as global firms.

Gathering Trust by Overcoming Challenges Fidel is growing at a very fast rate so one of the challenges for the company is to find the trained translator with necessary tool and domain knowledge. Fidel regularly trains freelancers or host workshops on latest tool and technologies as well as partners with fellow companies to create an ecosystem around it.

While many software product/application companies are still seeing localization as costly, cumbersome, time & effort consuming, Linguify can practically localize any web/cloud or enterprise software application in six to eight weeks without the need of any involvement of IT staff from the client side.

The Company believes to be someone who places customers and their needs at the forefront while developing and managing their information. Talking about the most challenging and satisfactory moment with client Sunil says, “A global player wanted to do a market entry in Japan and had to localize their software in Japanese in 4 weeks but the parent company was not interested due to less traction. We were able to deliver it in the said duration helping them a successful market entry into Japan” The company feels it as a real proud moment in the delivery of the project with the help of their team.

A Look into Future Fidel sees India as a growing hub for localization services.

Localization Industry is affected and shaped up with the advent of AI, automation, and machine translation trends. The company is continuously investing in technology, linguistic training, and domain-based specialization to deliver best class translation & product localization services.

“

We provide high-quality work, quickest turnaround time, and technology driven solutions to deliver best translation and localization services 27

Somya Translators: Archana Singh Director & CFO

T

he language industry is a big business, over the generations; various civilizations have developed numerous languages in the world. To overcome the language barriers across the globe, the linguists have come up with few ways that allow multilingual communication and understanding. The translation and localization is one of them. This industry is one of the fastest growing industries in the world today. The recent technological developments are the major driving factors for the change in this industry. The industry thrives on the ever-increasing demand for localization with the advent of application, video, and machine translation services.

Keeping the client happy and providing them with the best customer experience is of paramount importance in this fiercely competitive market. An ISO 9001:2015 certified firm, Somya Translators Pvt. Ltd is a professional translation provider based in India.

With reasonable pricing, quality service, and the client-oriented philosophy, the company has gained the trust of more than three hundred

28

clients from all around the world.

An Ardent Leader A young and dynamic professional with more than two decades of experience, Archana Singh is the Director & CFO of the company. She has been successfully leading the company from last ten years. She is guiding the Human Resource team and ensures successful talent acquisition in Mumbai and Delhi facilities. Archana is responsible for overall Finance management of the company. She participates in finalizing a workable price mechanism that helps the profitability of the company.

Archana is actively involved in maintaining relationships, motivating the team to achieve the best with the available resources. Apart from these, She is also responsible for the maintenance of STPL linguistic databases to assure an effective approach to workflow management, document management, as well as the management of linguistic resources.

Apart from this Archana likes reading, writing and studying all kinds of books

related to Human resource and people management, she actively taking care of each and every individuals in organization.

Excellence in Language Translation Services It is very imperative to have an assorted mix of language translation services, which can be valuable and also boosts the business growth.

Somya Translators is the foremost certified professional localization & Translation company which proving solutions in the field of Document translation, Audio-Video Localization, Multilingual DTP, Editing & Proofreading, Interpretation, Multilingual SEO, Content writing, Website testing etc.

Somya Translators provides domainspecific native linguist for any kind of translation. The company helps in building assets such as Glossary, Translation Memory etc. which helps in producing consistent content, reuse content & reduce costs. The company deals with the various file formats. The company is familiar with almost all JULY 2018

CAT Tools like Trados, Passolo, MemoQ, Memsource, Worldserver, Idiom, Across, Transit, TWS etc.

Somya Translators provides Translation & Localization services to clients across the globe in more than one hundred fifty languages. The company has an expertise in the several verticals which include Healthcare, Life Sciences, IT & Telecom, Legal, and among many others. The company’s consultative approach and rigorous quality have made it the industry leader. The company is constantly evolving by adding new languages and value-added services in a cost-effective way.

Somya Translators is the corporate member of ATA (American Translators Association) and GALA (Globalization and Localization Association), which gives the company means for stringent quality control of each project.

Creating Unique Standpoint in the Industry The translation and localization domain is crowded, and there are lots of organizations doing the same thing.

Somya Translators is working towards the best customer experience to create unique preposition in this fiercely competitive market.

Talking about the most satisfactory experience Archana says, “For one of our regular and potential Client’s, we proofread their Five years Translation memory of product Microsoft Azure in Thirteen foreign languages in free of cost. So that their TM becomes error free and can be used without any doubt in all future products”. The company is working towards building their organization based on technical capabilities to create their unique standpoint in industry.

JULY 2018

Always a Step Ahead in Innovating with Evolving Technology The Linguistic industry has expanded rapidly over past decade and continuous to grow. The company implements the latest linguistic tools, equipment, and software. The company is updated with the latest industry developments and processes to stay ahead of the competition. The company is associated with a pool of more than four thousand highly qualified native language translators.

After translation, each project undergoes the formal proofreading by the native speaker and then reviewed

by Subject Matter Expert (SME) with decades of hands-on experience.

Somya Translators is currently working on the Google projects in some rarest languages like Gondi, Badaga, Batak-Toba, Hakka Chinese (China), Khasi, Vasavi, Garo, Lusai, Mundari, Northern Min (China), Russian Cyrillic. The company is also working on a big project for Amazon.

A team of forty professionals is dedicated 24x7 for the successful completion of the project. The company is committed to provide the high-quality services, in time delivery at competitive prices.

The Journey towards a Flourishing Future Technology is opening up new opportunities for the translation companies. Somya Translators is soon going to expand translation facilities all over India. The company is in process of establishing a training institute, ‘Aksharmala’ whose aim is to train fresh graduates and postgraduates to become professional translators. The company is also developing the online application which will track all the details from assigning to the closer of the project

along with releasing the POs of vendors.

For industry-specific translations such as Legal, IT, Technical or Medical, businesses will need to provide highly accurate translations, which only human translators can do. Hiring translation experts like Somya Translators can help make technology more accurate with a better-finished product.

“

We use state of the art

technology and an innovative approach to meet our clients' expectations 29

About the Author Shatyaki Singh Bohra is the General Manager at Andovar Localization Services Pvt Ltd provides leadership to the company in operations. She is responsible for achieving operational objectives by contributing information and recommendations to strategic plans and reviews, preparing and completing action plans, implementing production, productivity, quality, and customer-service standards. She is also responsible for resolving problems, identifying trends, determining system, improvements and implementing change.

Shatyaki Singh Bohra General Manager

Shatyaki holds an MBA degree in International Business with a silver medal in academics from Amity International Business School. She has close to six years of experience in client servicing with publishing, prepress and eLearning industries.

E-Learning Plays a Significant Role in

Translations & Localization

A

s more and more companies open their ofďŹ ces in multiple countries, eLearning has become a popular choice to provide cost-effective, on-demand education, training and support to audiences around the globe. Academic institutions, businesses, governments, and other organizations rely heavily on tailored E-Learning modules to maintain their missions and values, regardless of which part of the world their audience is in.

E-Learning localization is not just about translation. It is also about taking into consideration customs, graphics, colors, fonts, number formats, and complex multimedia and interactive elements to ensure that the material is not simply understandable but usable, culturally appropriate, meaningful and most importantly - more engaging.

The more varied and dispersed the audience is, the more valuable eLearning localization can be. A one-size-ďŹ ts-all approach

32

JULY 2018

Expert's Opinion

may make the learner feel undervalued and can result in the content being less effective overall.

The subject matter getting “lost in translation” must not be the basis for not attaining learning objectives, and that's why localization holds a pivotal role in course development. Following are some guidelines for designing eLearning for better localization:

translations may take up much more screen space than English due to word length, but Japanese characters using the same font size are narrower and use less screen space.

Try to find the right mix that is adaptable and does not significantly impact surrounding elements.

Finalise in One Language before Localizing

Make Wise Choices Early Considering localization and planning for it ahead can save time and avoid the substantial future cost. Usage of colloquial language, familiar images, and humorous videos may engage the learners but there is a possibility that, these components of the course won't be received in the same manner across cultures.

Using international formats will help maintain consistency across all geographies and create a flawless understanding amongst global users.

Add Locale Flavours Appropriately While the original content must be neutral, locale flavors and culture-specific subtleties must be incorporated while localizing the course. If not dealt with sensibly, cultural sensitivity can disengage the learners, may look very unprofessional or even offensive.

Course content, such as signs, symbols, and colors, all are needed to be thought out carefully. If they are going to be generalized across the course as you may be surprised by the discrepancy between what is considered positive in one country, and negative or unlucky in another.

Design Nuances for Different Languages Another vital point to be kept in consideration is nuances of design. Designers need to consider appropriate color schemes, fonts, text sizes and interfaces. Furthermore, areas allocated for text may need altering depending on the language used. For example, German and Italian

JULY 2018

It may be enticing to plan so far ahead and try to cover all languages at the time of finalizing course development; however, this can potentially turn out to be a nightmare! Imagine spotting an error or glitch that then needs to be amended in 5 different languages. It is better to finalize and perfect one course in a chosen language before localizing in others.

Make Use of Professional Translators Making an eLearning course ready for another country is a time-consuming and extensive process. On top of that, you need to consider numerous parameters to find success. Instead of venturing into this vast territory all by yourself, it is best to hire professionals. It may be tempting to reduce costs by using bilingual personnel or online translating tools, but the translation is a profession for a reason; to ensure the exact same message is understood well in multiple languages.

Professional native translators have the proficiency and the know-how necessary to encompass suitable cultural distinctions and expressions into the translated edition.

One doesn’t want the learners to be puzzled or distracted by syntax.

Localization can assist your course gain access to a wide-ranging audience, put together and sustain reliable results for your clients, and boost the unity of the company as a single worldwide entity. A systematic test of the linguistic, cosmetic, and functional components in all languages across operating systems, platforms and browsers is the key to achieve an effective and engaging eLearning experience for your brand.

33

TransLang Ways Solution: Teja Dighe CEO

I

n today’s globalized business world, the language translation has become an important part of communication. India is home to an incredibly diverse population that speaks around twenty-three official languages. India’s huge consumer base and cultural diversity are creating potentially significant business opportunities for the localization industry. Recent technological developments in translation industry will continuously impact and change the way things are carried out.

Adapting existing products to new markets through translation and localization services has always been a key factor for the global growth of the companies.

An ISO 9001:2008 certified firm, TransLang Ways Solution Pvt. Ltd is the leading Language Interpretation and Translation Service company which provides cutting edge solutions in the field of localization, subtitling, Multilingual Data Analysis, Digital, 34

E-Learning & Translation. With a team of over sixty members, TransLang Ways is committed to break all kind of language barriers across the globe.

A Visionary Leader With a diversified experience in international business and finance, Teja Dighe is the CEO of TransLang Ways Solution. Prior to this, she has given her fruitful contribution to fortune hundred companies in the field of retail in India and Germany. She has done B.com from University of Pune and MBA in International Business.

Teja has a strong command over four languages which include Hindi, Marathi, English, and German. She is also an investor who finances smallscale women driven businesses to empower women. She is responsible to make TransLang Ways a leading language solution provider company across the globe. She has taken active leadership in developing and enhancing the translation process

towards achieving the company’s goals and vision globally.

Professional Provider of Translation Services TransLang Ways provide tech-driven localization solutions for technology, medical, legal and travel companies.

The company works in more than hundred languages which include all leading Asian, Indian, European and African languages. The company uses best of technology to provide fastpaced and accurate localization services.

TransLang Ways uses latest industry tools and technology to stay ahead in the market. The company’s in-house team of translators and engineers are committed to provide error-free and smooth localization solutions. The company follows strict quality control workflow to ensure accurate delivery of messages.

TransLang Ways provides localization JULY 2018

& translation services to thirty Fortune 500 companies, many MNCs, Legal houses, multiple governments, and Trade Associations. The company is a member of GALA (Globalization and Localization Association USA) & ATA (American Translator Association).

Bridging the Communication Gap In an era of globalization, all companies are trying to foray into different geographies. People are more likely to buy services if the company’s website is in their language. India alone is a land of around two thousand languages. Variety of languages creates barriers to communication and businesses. TransLang Ways with its linguistic and technical expertise is perfectly poised to break all these barriers and facilitate the communications.

By seeing opportunities to grow, TransLang Ways is exploring new markets to enter into. The company is entering the European market with a subsidiary to provide localization solutions to numerous clients from IT, gaming and digital industry.

Standout in a High Tech World With a dynamic team of professionals, TransLang Ways is growing at a very fast rate. By providing one-stop solutions for all languages, the company is always ready to walk an extra mile to fulfill client’s linguistic requirements. The commitment towards accuracy and timely delivery makes the company a perfect choice for the client.

TransLang Ways has a solution for all kind of language-related challenges.

The company works with all type of JULY 2018

the clients. It has provided Real Time Multilingual Data Analysis for an e-commerce giant in eighteen different languages. The company has done the localization of three Mobile Payment Apps out of top ten Payment apps in Europe. Talking about the most satisfactory and challenging moment with client, Teja said, “We worked on a project where we translated a diary which was handwritten in Urdu by a guy who wrote it while he was studying in Lahore and participating in Indian Independence movement” The company feels it as a really proud and valuable moment in completing the project with the help of their team.

TransLang Ways has proved its expertise by successfully engaging with many government agencies. The company completed a Localization Project for an Indian Bank where the company works with lot of confidential and sensitive data. The company’s cloud-based secure servers protect the data in the best way possible. Recently, the company also successfully completed subtitling of twenty English Movies in Tamil for a global entertainment company in less than thirty days.

Future Roadmap TransLang Ways is continually moving towards technology and is in the last phase to complete the automation of the project management. With the expertise of the Cybentech Software Pvt. Ltd, the group company, TransLang Ways is delving deep into the technology and API.

Language APIs for Asian languages. The company is also working on digital solutions to provide digital content and content analysis for multiple global companies. The combination of the advanced technology and highly trained professionals empower TransLang Ways to deliver ultrareliable professional translation services.

“ At

TransLang ways

solution we write, speak, and think for you in all languages

TransLang ways is working on 35

Tech-Trend

Emerging Technologies Revolutionizing the Translation Industry

36

JULY 2018

L

anguages that initially facilitated human communication, cooperation, and growth of civilized society are becoming a barrier for the world to work together. As e-commerce is becoming globalized and consumers are interested in buying from any trader worldwide, reaching out to customers in local languages has become mandatory for better customer acquisition. Today, translating the website for readers from all over the world is easier because of advancement in technologies.

Translation technologies are set to change the way we are teaching and learning languages in our schools. The recent technological developments with assistance of human translators are the major driving factors for the change in this industry.

online media content in social media, apps, etc. These tools have multilingual capabilities, website translation options like localized microsites or parallel sites. They are very effective in the normal business scenario but may need linguistic expertise for specific circumstances and complexity levels of a website.

Innovative Systems for Quality

Translation Quality Assurance (TQA) is more of a scan-search-find application solution for removing errors and ambiguity in the content that is not in line with the approved glossary. Sentences and segments that are not translated consistently and are out of context can be found with the help of this software. This tool greatly improves the quality of final translated file by human editors and assures the required quality levels in service.

Recently, many technologies are developed to aid the human translators, and even machine-based translations are successfully attempted. Computeraided translation (CAT) works with the language assets like translation memory and translation glossary which operated through an integrated workbench and helps in the translation process. With the help of these language assets, translators use previously approved translations reducing their repetitive work and enhance the productivity and consistency of translators.

Translation Management Service (TMS) works towards automation of the translation process to save the cost.

It reduces the errors and saves time by implementing the alternative method by replacing manual file transfers.

Content Management System (CMS) is used for website content or any other JULY 2018

Machine translation (MT) is the latest technology has made a footprint in all segments. This software can translate the content from one language to other based on the internal algorithms and language, grammar settings already programmed in it. The important business documents that are meant to convey the right meaning across the parties involved. Such demanding consumers prefer professional translators at least for post-editing works. A significantly large content can be processed effectively by combining MT with a human post editor.

Ground Breaking Translation Technologies Neural Machine Translation (NMT) is emerging as a modern technology in translation industry with the potential to disrupt the business process and create a post-language economy. NMT exercises its deep learning functions and enables it for human-like contextual translation ability with the proper tone. Pure Neural Machine Translation (PNMT) technology uses a

unique approach where instead of translating word by word, it processes full sentences to determine the meaning. One of the products launched using AI technology can scan the words written anywhere by mobile camera and can translate it.

‘Speech-to-speech’ translation in realtime is the innovation in the market.

Headphones that can translate the speech of the person before or on the phone are very helpful. This can completely eliminate the need to recognize any foreign language and developing language interpretation as a commercial reality very soon.

Video translations are the current trend in the translation industry in 2018. This can be a key trend as video creators are trying to reach out to consumers who increasingly prefer video content for information. Multilingual videos are also becoming common for multinational operators in the media industry with high reliance on online video content for their global business.

Social media is overflowing with the video contents and video calls and this media are now representing a common method of communication. Video calling apps and some companies are developing AI enabled solutions to make real-time machine translations.

The caller on one end can speak in his own language, and audience on the other side can hear its translation in real time.

An interesting technology is emerging to take translations beyond the words.

Sign language used by differently abled persons are now being analyzed using motion detection and cameras for translation to normal spoken words with sound output. Deep learning technologies are equally being applied for translations in communication systems with multiple locations of global companies.

37

The Future of Translation Industry Translation companies will change profoundly with cutting-edge technologies that are probably creating a paradigm shift in the business world. As the internet is spreading to the remote parts of the world, translations are being done into rarely used language to save them from becoming extinct.

These languages have not been handled by machines before but their translations will be indemand by businesses to reach to the customers in all such remote places.

International business relations can affect long term if communication is not clearly interpreted as intended. IndustryspeciďŹ c translation solutions will be required speciďŹ cally for doctors and lawyers and other such ďŹ elds.

Human editors can give more time to be more imaginative and creative with their language by using AI based post-editing tool.

They can produce the content in a language that the consumers are comfortable. Translating is all about transferring ideas, like telling a story into another language in a natural way. It is now becoming more evident that information processing technologies can enhance human imaginations and thinking.

38

JULY 2018

Devaki Datar-Kunte

About the Author Devaki Datar-Kunte runs the family business, Language Services Bureau, established in 1979

by Madhuri Datar, for the last 16 years.

Being a University topper and a multilingual business head, she has helped to propel business growth and develop their exports.

40

T

he advances in communication and information technology have contributed to the formulation of a global business context, though one of the most fundamental trade barriers still exists: language. That’s why it is important to not only localize your products or services into the target market’s language but also understand the sensitivities, culture, and customs to make sure the product is a success in that market.

“Content is king”, they say … but of what use is it if in a language one does not understand? Businesses have long ignored the language impact in their communications!

Africa is the last frontier to cross for the world - there is high language diversity here, though Arabic, French, Portuguese and English are supposedly widely known due to past colonization. It is home to 1/3rd of the world’s 6000 languages. Swahili is the most spoken language followed by Amharic, Yoruba, Oromo, Hausa, etc.

What’s more? 7 of the 10 fastest growing economies are in Africa, beating even the Asian tigers in growth rates – so this is a market a business can’t afford to miss!

Asia, especially India, will be the global growth engine for various industries, thanks to its growing consumer power and internet penetration in the remotest corners. India is a densely multi-lingual country - despite 30 languages spoken by more than a million native speakers each, and over 1600 dialects, it is still considered as an English-speaking country – however, hardly 10-13% of the population understands English. In case of Hindi, only half of the Indian population can understand it.

A recent survey by KPMG about Indian language internet users has published eyeopening data about the usages and preferences of these new users when it comes to

JULY 2018

Expert's Standpoint

Emerging Market Future of Translations and LocaliZation language support. By 2021, it is predicted that the number of Indian language internauts will be thrice as compared to English language internet users, and will constitute 75% of India’s internet users.

It is, therefore, a myth to believe that English will be all-pervasive, or Hindi will help you communicate with your target customers. A consumer is more likely to buy a product/service when communicated in his/her language as per many surveys the world over. In a survey of App Annie, it was found that users in most Asian countries prefer to download and buy apps localized in their language. On the same lines, according to the KPMG survey, 88% Indian language internauts are more likely to respond to an Indian language ad.

After having saturated markets in the Tier 1 cities of the country, businesses are already looking at Tier 2 and Tier 3 cities as well as villages of India for an untapped market.

The rural internet users, in fact, have a higher engagement level than their urban counterparts. However, most of them state limited language support as a major challenge for accessing various online apps and sites.

Local language enablement is therefore imperative for the following categories: 1. E-tailing 2. Online government services (fastest growing category) 3. Digital payments 4. Digital news 5. Digital classifieds 6. Digital entertainment 7. Chat apps 8. Social media platforms 9. Apps 10. Video content Translation and Localization as an integral business practice prove to be an essential corporate strategy to succeed in today’s market. End-to-end localization enablement is a

JULY 2018

critical requirement. Take, for example, a user who clicks on a local language ad and lands up on a page in a different language... or if some images on the website are in a different language... the internaut is bound to be disgruntled!

Every business stage, right from discovery g payment g fulfilment g after sales service, needs thorough localization, not only in terms of content but also in terms of images, audio/video, currencies, timing, measurement units, color schemes, political correctness, geographical boundaries, to name a few.

Though Machine translation is the current buzzword for the language industry, it is still in a nascent stage for all Indian languages! Partnering with a professional Language company is therefore imperative to be able to speak locally to your clients.

When companies write their corporate content or localize it, it is crucial to have a Language Services Provider (LSP) to guide them with their insights on cultural sensitization, content optimization, geopolitical sensitivities, various scripts of the same language, locale-specific terminology, etc. During our 40 years of business experience in the industry, we have seen businesses facing entry barriers due to lack of localization of product or service information.

Sometimes companies have tight budgets for Localization whereas Marketing enjoys wealthy budgets. They fail to understand that localization is critical to Marketing, in an international and local frame of reference. Unfortunately, such businesses don’t even have their marketing and commercial material or website ready for the target market!

On the other hand, in an actual business case, one of our clients saw a 40% rise in inquiries after multi-lingual localization of their website! Only those businesses which convert this tremendous opportunity in India and other such roaring markets with the help of localization can hope to stand their ground in times of disruptive business trends.

41

VMC Anuvaad Vikram Manghnani Co-Founder & CEO

D

igital marketing is growing at a brisk pace and is one of the most talked about industry.

This rising trend is making a very substantial impact on marketing and advertising sectors. Numerous factors are responsible for this growth; however communication across multiple languages is playing a dominant part in changing the current business scenario. Billions of users prefer to search for global brands and contents in their native languages. For the brands, it’s turning to be a challenge to cater the users on the basis of regions and languages. This is where the demand for Transcreation rises– as it plays a pivotal role in assisting the brands and businesses to localize themselves.

India is recognized as one of the most complex amalgamation of different languages. ‘The language spoken in India changes every few kilometers, just like the taste of water’ – is a popular aphorism showcasing India’s linguistic diversity. VMC Anuvaad 42

LLP is one such company which is transforming the transcreation market in the most innovative manner.

Incepted a decade ago, VMC ANUVAAD is a Mumbai based organization which adapts and transcreates advertising and marketing assets for global brands and agencies in India and abroad. It has emerged as an entity which delivers a versatile set of services in this field. Apart from transcreation, they offer services like – ‘Typesetting Production’, ‘Voice over Direction’, ‘Production’, and ‘Cultural Consultation’. Rather than selling individual services, VMC focuses to offer complete solution to their clients.

This positive approach has yielded good results as they are collaborating with international clients from the UK, the UAE, Singapore, Hong Kong, China and the US. An Insightful Leader who holds the Backbone of the Company Three attributes which makes Vikram Manghnani a true business leader –

pragmatic, nascent and visionary. As the Co-founder and CEO, Vikram has been instrumental in launching the transcreation and localization verticals in VMC. Vikram’s life partner, Lamiya Manghnani spearheads the overall operations at VMC ANUVAAD while Vikram looks for potential opportunities in the areas of transcreation, copywriting, and lot more. He gives utmost importance in constructing a creative team and adhering to challenging client deliverables.

They both succeed in fulfilling the responsibilities towards their enterprising venture.

Analyzing the Current Challenges and Implementing New Ways There are various key factors which affects the smooth functioning of any business. VMC firmly believes to seize out a business opportunity whenever put through a challenging situation.

Fluctuating economy, budget JULY 2018

constraints, and fierce competitive environment with the addition of new players are the concern areas for VMC ANUVAAD, which have been discussed below: ·

·

·

As and when there is a fluctuation in the international economy, clients tend to freeze the budget allocation which puts VMC ANUVAAD in a spot to deliver the best results.

There are times when even major brands fail to understand the potential of transcreation. While requesting for transcreation in regional languages, clients don’t give that much importance to the task. The beauty of transcreated content is realized only if the reader has knowledge and idea about the diverse regional languages and its dialect.

As new players are entering into the arena, business is getting more competitive in nature. Digital communication platforms are now facing competition from print communication and electronic media.

Overcoming Challenges and Achieving Success Led by a competent management, agility has led VMC ANUVAAD to grasp new business environments and respond positively to changing trends.

In 2010, VMC ANUVAAD has got an assignment of transcreating a pitch for a major brand in eleven languages, which was never done before! Working on stringent timelines, VMC accepted this mammoth challenge and pushed them to the limit. In the end, they accomplished the target and in the JULY 2018

process VMC ANUVAAD transformed itself to a multi-language transcreation and localization entity. Similarly ‘TAG Worldwide’, UK gave an assignment for creating a jingle in seven different languages. Transcreating the same in languages such as Tamil, Malayalam, Kannada and Telugu was although a challenge, the company successfully completed the job with its brilliant bandwidth of in market talents. These assignments were the game-changers as it helped VMC ANUVAAD to identify their true potential and fueled its team to start converting future challenges into opportunities.

USP of VMC ANUVAAD The creative team of VMC ANUVAAD is their biggest asset.

From proficient and expert native language writers, specialized language coaches to trusted voice over artists; this team is consistent in delivering quality services. They have a pool of dedicated resources covering different time zones – APAC, Europe and US and are available to assist their clients at any time and any day of the year.

Stringent process formats and policies assist VMC to ensure the brand value of the business. The concept of becoming a complete solution provider is working well for VMC ANUVAAD. Shaping the Future Consistent performance and quality deliverables are the two major attributes which has helped VMC ANUVAAD to be the preferred transcreation partner for global clients and agencies in India. Going ahead, working on longer tenure projects and making their way into the ‘Digital

Industry’ are the key areas where VMC ANUVAAD plans to increase their footprints. To cater to these future objectives, VMC plans to expand their creative team to mark their presence in unexplored territories.

“

The wide diaspora of brands has exposed our agency and our talents to a large gamut of knowledge, information and opportunities to work upon

43