Wednesday, July 17, 2013

Expert Advice for Globalizing Medical Devices | Qmed

Interview originally posted in

When it comes to tapping the potential of emerging markets, medical device firms have just scratched the surface. One reason for this is that commercializing a medical device product in a foreign market can be challenging. The difficulty in doing so depends on the product in question as well as the end market being targeted. Here, Renato Beninatto, chief marketing officer of Moravia, a globalization and localization firm, provides general background information and advice for device companies seeking to commercialize products internationally.

There are essentially three major regions that provide opportunities for U.S. medical device manufacturers:
  1. The European Union: To introduce a medical device in every country in the European Union requires localizing it, translating and adapting relevant materials, to the 26 official languages of the European Union.
  2. Asia: Countries like Japan, China, and Korea pose specific challenges from a localization perspective, especially for software developers because those countries use what we call ‘double-byte languages.’  Every character they use occupies two bytes instead of one, like Latin characters do. “This requires the software that is embedded in the medical device to be internationalized by software engineers. This is not work done by linguists,” Beninatto says. “It is adapting the product so that it can handle different character sets, date formats, currency formats, and sorting orders.” This type of work can be outsourced but is something that medical device companies should plan on as early as possible.
  3. Latin America: This market uses only two languages, Portuguese and Spanish, but is also a significant growth market for device firms.
The concept of globalizing first requires preparing the product for localization and then converting content into multiple languages. A best practice is to do as many languages as possible at the first pass. The preparation work required before translating content to a different language is essentially the same as prepping it to be translated into 20 languages. Because medical devices are regulated, Beninatto says, translating text can be a painstaking process. “Even a minor change you do to the documentation has to go through an expensive and laborious approval process. The best approach is to do it right the first time.”

While machine translation has progressed over the years, it is largely unsuitable for translating important documentation. “There is a joke I heard many years ago: 'Machine translation is great but is somewhere from four and 400 years from perfection.' That joke still seems to apply with every passing year.” Customizing translation software can yield “decent results” for things like knowledge bases, but the success of it depends highly in the language pair. “There are situations and contexts where machine translations could be used—especially those that are more conversation in tone rather in scientific. But I would still always advise partnering with a specialist company when working with machine translation,” Beninatto says.

Software Matters

Software development is undergoing a major change from a traditional waterfall model to an Agile methodology. In the software methodology, it would take anywhere from 12 to 18 months to have a complete development cycle. “You knew exactly where you would do translation in that process. You would have finished the whole development documentation, sent it to translation, incorporated the content back, did functional and regression testing and so on, and then you would release the product,” Beninatto says. “You could either do a simultaneous shipment, all languages at the same time, or a scattered release.”

The world today is different, thanks to smartphones and Google. “Now change is happening all of the time and software is continually updated. This is the world of Agile development and translation becomes part of this process,” Beninatto explains. The cost of doing internationalization work becomes increasingly expensive, the longer you wait to start because of the need to go back and correct code. “When somebody is designing a product, they should anticipate that it will be global.”

An example of what not to do is to embed strings into the code. “Let's say you use concatenated strings to generate text,” Beninatto says. “In the code, you have an 'if' followed by a variable. When something happens, 'then' you introduce another variable. This structure is a problem because the order of the words varies based on the language. For instance, in German, you would put the verb at the end of a clause rather than in the middle.” For that reason, it is a best practice to internationalize the code as early as possible.

Brian Buntz is the editor-in-chief of MPMN and Qmed. Follow him on Twitter at @brian_buntz.  

Friday, June 28, 2013

Feminism & Cheeseburgers? Yawn. It's All About The Click!

(This blog entry was originally published in the Moravia blog)

Translation can be really unsexy at times. Sure, it can be good for a viral video that pokes fun at the Germans. (Wat are you zinking about?) And, yeah, occasionally some diplomat really flubs it, resulting in a whole lot of angry Russians. (We're looking at you, Hilary.) But, well, mostly translation is about processing a whole lot of data through tools so advanced even Gene Rodenberry's Star Trek writers couldn't imagine it.

So when you're charged with getting customers excited about words, it's at least cool to gather them around some pretty visualizations of the data. Ooh. Ahh. Nice.

Size Matters

Curious myself, I asked the folks in our Production Group to give me a sense of the numbers. With clients that include Microsoft there's no doubt we're processing (and gratefully getting paid for) a lot of words each year. The answer: 371,162,387 words translated into 122 languages.

I'm a talkative guy. Really talkative. If, as Scientific American reports, the average male speaks 16,000 words per day I'm probably doing twice that. At my pace, it would take my mouth more than 30 years to push out that kind of volume.

Look A Little Closer

I asked my buddies at the Process and Technology Group (PTG) to take this deeper — to look at the body of source data and to do some word frequency analysis. For the test, here's what they did:

PTG took translation memories with approximately 24 million English words, of which 206,000 were unique (non-repetitive). They divided the total number into Microsoft projects and non-Microsoft projects. They then broke those down into most frequent, least frequent, and — for kicks — the longest words.

At The Top

Perhaps no surprise for Microsoft data, click appeared most frequently and far more so than among non-Microsoft projects.
top words moravia

At The Bottom

Of the 206,000 unique words, there were of course many that appeared just once in our projects. The results were humorous ... or telling. We'll leave those assessments to you.

infrequent words moravia

The Longest WordsWe were looking at English words, of course. Were this an analysis of German words, we'd have to wrestle with the likes ofRindfleischetikettierungsüberwachungsaufgabenübertragungsgesetz — 63 letters and, curiously enough, just lost from the German lexicon earlier this month because its reference, a law, was repealed. (Farewell, friend!) At just 22 letters, magnetoencephalography is a linguistic bargain.

longest words moravia

Industry colleagues, you're welcome to use the comments for a little size comparison. I've shown you mine; how about you show me yours?

Tuesday, January 15, 2013

Localization trends for 2013. No news, good news?

(This article was originally posted in the Moravia blog)

Every year, around December or January, I have written a blog entry with predictions and trends for the next year. We are now two weeks into the new year, and I didn't find anything special to write about 2013.

So, it ocurred to me that this might be a year when things are settling down. A year for evolution, rather than revolution. A period when trends tend to consolidate and take ground. There are five movements that have started sometime ago, but that I feel are now part of the gestalt of the localization business.
  • Content style is moving from formal to informal in all languages. Companies are not doing major rewrites of their manuals, but new products are written in a friendlier tone. Another way to put this: "All localization is marketing related."
  • The job of localization managers is expanding beyond language and culture. Global customer satisfaction and business requirements demand other activities like support, community moderation, usability adaptation, and local relevance. The relationship with vendors changes accordingly.
  • Voice and video content become more localization-friendly and language-aware, now that it actually became "normal" to use your voice to control your phone, car, computer and even your TV.
  • Continuous localization or on-demand translation becomes the norm, not the exception.
  • African languages appear on everybody's radar, especially when it comes to the localization of mobile devices and apps.
Of course, nothing prevents a revolutionary product like holographic telepresence for interpretation services or a pill that makes you speak Chinese from being launched this year or next, but it feels like 2013 will just be another good year for the language services industry.