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Who Is a Translator?

What makes up a translator? It is a fundamental but often overlooked rule of thumb that translators work into their native language or dominant language, the language in which they can express themselves most precisely and effectively. It goes without saying that they must have mastered the language from which they translate, but rare are the cases of translators having mastered it to such an extent that they can translate in both directions. While bilinguals (a bilingual is a [...]

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Localization and Mobile in Asia in 2018

It’s happened: in 2018, the most populous country in the world has almost reached peak smartphone saturation among internet users. “According to the China Internet Network Information Center (CNNIC) which is a branch of the country’s Ministry of Industry and Information, 788 million people are mobile users, a whopping 98 percent of the country’s total user base,” Statista notes. This “illustrates just how efficient China has proven at rolling out network coverage as well as how mobile technology has [...]

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Machine Translation: Neural or Neutral?

The machine translation (MT) technology landscape has experienced profound and seismic shifts since 2016. Announcements from tech giants Google, Microsoft and Facebook regarding the dramatic quality improvements of neural machine translation (NMT) and coverage by mass media catapulted NMT onto everyone’s radar. Almost overnight, NMT became the “holy grail” of MT. This white paper provides an overview of the technologies; attempts to explore the notion that NMT should be put into production immediately; and argues for a measured approach [...]

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Language Quality Management: 7 rules to ensure quality in your global content

Quality is a concern for anyone who processes and produces texts. However, there are often discrepancies when it comes to the definition of quality. An individual’s predispositions and expectations play a decisive role. In this article, we want to demonstrate which traceable criteria can make quality verifiable. Thucydides once said that beauty is in the eye of the beholder. Any kind of subjectivity, however, is problematic in the “industrial” process of producing global content. So, customers, service providers, and translators [...]

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The Ultimate Guide to Transcreation

Running a global campaign in multiple languages and markets is a hugely different proposition from running a campaign in your home market. Many marketers have limited experience with this, and are unsure about how to approach the project or manage it for best results. If you can relate, don’t worry. Below is a detailed six-step guide to everything you need to know — from choosing the right approach, to briefing a transcreation partner, to reviewing assets in languages you don’t speak. Step [...]

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