Web Globalization

ForeignExchange offers total flexibility in helping clients achieve their web-globalization goals.

Some clients prefer to have their webmasters manage the process, with ForeignExchange translating the text and graphics as needed. Other clients prefer a complete site build and maintenance program. Either way, ForeignExchange provides custom solutions with a superior level of service and quality:

• Our web process optimization services provide a roadmap to cost savings and reduced time to market.
• When translating web content, ForeignExchange offers its clients a scalable web-globalization process.
• ForeignExchange also provides comprehensive maintenance services after a multilingual site has been launched.

All of this is driven by the need to go global: on the Internet, English is now a minority language.

While many American companies have already "localized" their websites for foreign markets, the majority of companies have yet to begin.

It is important to remember that once a site is translated into several languages, maintaining those languages can require a major commitment of resources. ForeignExchange will help you plan your maintenance program so as to make the most of your budget and make the entire process as stress-free as possible.

Medrad is a leading developer, manufacturer and marketer of medical devices. As demand for its products has grown globally, so has the need for a multilingual website.

Medrad chose ForeignExchange to help globalize its website gradually, beginning with 10 web pages translated into five languages:

• Dutch
• German
• Italian
• French
• Spanish

Medrad plans to gradually expand the range of languages and the depth of the site. The Asian double-byte fonts were deliberately avoided because of the additional expense and complexity of working with these languages.

Taking a measured approach to web globalization makes sense for a number of reasons. It is far less expensive and traumatic for an organization to begin slowly and work out any problems before expanding the website. Also, an organization can gain critical feedback in the early stages that it can use to further refine the website before committing to spend a lot of money.

For example, Medrad limited the number of graphic elements with embedded text. Text embedded in graphic images is the most challenging to localize. By limiting text to graphics that rarely need to be changed, a company can save considerable time and money.

Medrad also limited the functionality of the localized pages. Creating search engines that work with foreign languages, as well as database connectivity, demand engineering expertise. ForeignExchange advises clients on the best way to proceed on these more complex projects.

Assuming a client wants to adapt an English site into multiple languages, the ForeignExchange localization process falls into eight clearly defined stages:

1. Site Analysis and Strategy

We begin by evaluating your site in terms of site objectives, target audience, complexity and culture-specific content. To create a quote, we look closely at the following:

• word count
• graphics
• scripting, database connectivity
• target languages

ForeignExchange will provide you with a quotation, timeframe and a dedicated project manager who will consult with you and your team throughout the process.

If the site is not yet live, we will communicate with the designers and base our quote assumptions on the content and design goals.

2. Site Duplication

Our project manager will work closely with your webmaster to duplicate the site onto our server. After creating a mirrored directory tree, we update all links as necessary. We also copy all CGI scripts. From this point forward we can conduct all current and future translations without needing to access the client server.

3. Localization

Before we begin translating raw text, we look closely at the overall content. Are any subjects or visuals going to be offensive or confusing to the local audience? For instance, colors mean different things to different cultures.

And what about product descriptions and pricing? Do we need to modify currencies, phone numbers, units of measure or distributor information? Our project team will make sure you are aware of all potential conflicts and that you approve every change. If we have doubts about any piece of text or graphic image, we will flag it for client review.

4. Glossary Preparation

To facilitate text translation and save time and money, we will consult with you to build a glossary of commonly used terms and phrases. This glossary ensures consistency throughout the translation process. Upon project completion, this glossary is delivered to the client.

5. Text Translation

To become a ForeignExchange translator, one must have three years of industry experience, must pass a rigorous in-house exam and "probation period," and must be well versed in the terminology of the client's industry.

Our project manager will select the appropriate translators and manage them throughout the process. In addition to raw text, we also translate:

• text in scripts
• text labels for images
• meta tags
• page titles
• table text
• rollover text

ForeignExchange supports industry-standard translation-memory applications to "memorize" frequently used terms and phrases and re-use them as necessary. For example, the footer that repeats from page to page will only need to be translated once. This saves time and money because less text must be manually translated.

6. Visual Translation

We make sure all icons and visuals are as attractive and effective in the target market as they are in the source market.

We generally will work on the source file (e.g., Illustrator, Photoshop, Fireworks) and create an identical copy in the target language needed. If a source file isn't available, we can manipulate GIF and JPEG files directly.

7. Testing and Client Review

At this point we thoroughly test all scripts, links and rollovers. If available, we will work with your in-country reviewers to do the same. If you do not have an in-country team to review the translation, we can provide this service as well.

8. Final Deliverables

We will post the translated site in a password-protected area of our server. You and your reviewers will be free to review the site and recommend any changes at this time.

Upon approval, we will work with your webmaster to transfer the site to the server of your choosing. At this point your source language site must be slightly revised to incorporate links to the target language site(s).

ForeignExchange helps clients maintain their multilingual sites with options ranging from self-service to full-service.

Self-service maintenance

Some clients wish to closely control the ongoing maintenance of their site, while outsourcing only the elements that require translation and/or localization:

Self-service web-maintenance estimates are based upon the following criteria:

• word count
• number and complexity of graphics that must be converted
• any functionality issues that must be addressed

Benefits include:

• inexpensive maintenance costs
• rapid turnaround time
• greater client control of multilingual site

Full-service maintenance

Under the full-service plan, multilingual web maintenance is streamlined to require minimal client involvement. Initially, the client will specify what pages to monitor and how frequently. At these intervals, ForeignExchange "spiders" the specified pages of the client site.

We then manually identify which sections have changed and how extensive the changes are. This information is presented to the client in the form of a standardized maintenance report with cost estimate. Upon approval, ForeignExchange provides the updated HTML pages and graphics. At any time, the client may add pages or delete pages from this monitoring process.

ForeignExchange utilizes translation memory tools to prevent translating the same phrase twice, and passes these savings onto the client. ForeignExchange will deliver the completed pages and images to the client via email or post them directly to the client's server.

Benefits include:

• turnkey solution
• predictable process
• significant savings of client time and resources

Software solutions

ForeignExchange offers a number of software tools to help companies maintain and expand their multilingual content.

These tools will free webmasters of the daily responsibilities of making sure a change to an English page has been replicated on the equivalent foreign language pages.

Multilingual marketing

ForeignExchange can also manage the marketing in any language. This includes banner ads, cross-promotions—even direct marketing to support the site—all in the target language.