Part 4 of the article series Translation: Are You Costing Your Company Money? looks at what happens when companies over emphasize translation and localization costs.

Dealing directly with clients everyday, I often get to witness the adage penny wise pound foolish. Let's jump right in with a real world example to illustrate how relentless pursuit of cost can sink your project.

Real world example

I was positively thrilled when the project manager of the financing arm of a luxury motorcar brand confirmed a quote for a challenging translation and localization project. However, he client called a couple of days later to cancel our services, apologizing profusely. What happened? Another vendor submitted a belated quote several hundred US dollars below our offer. What can I say, competition is tough!

If that was the end of the story, there wouldn't be much of an example here. This project manager contacted me again 10 days later despairing at the quality of service provided by the vendor. His team of professionals flown in from Germany would be back in Tokyo in 2 weeks, and could we provide our services then? Ok, no problem. However, having been left out hanging to dry once before, I informed the client we would require a binding contract with full payment up-front no later than one week before the team flew back into Tokyo. Naturally he agreed. Now, one would think lesson learnt; however, this project manager insisted on haggling over the quote, right down to the wire. Finally, 4 days before the project was due to start, realizing that it was not possible to assemble a custom team for this particularly tough project by the deadline, I had little choice but to cancel.

Let’s do a quick 'n dirty costing of this self defeating behavior:

• Weeks of haggling - certainly cost more than a couple of hundred bucks.
• One unnecessary round trip for a team of four - USD12,355 (Berlin Tokyo Economy Class)
• Team's lost productivity - USD8,624 (average finance and IT professional hourly rate on payscale.com calculated based on 7, eight hour days for a team of 4 professionals.)
• Impact on sales of repeatedly delayed project - ? (This project was for the Japanese translation and localization of a web based motorcar financing and leasing system.)

Why chasing the deal can be costly

The result of excessive emphasis on reducing costs will, if not doom your project outright as in the example above, ensure a translation project riddle with errors negatively impacting your bottom line. The reason is quite simple; there comes a point in the cost reduction process where more is less - the law of diminishing returns.

This is the point where incremental cost reductions (absence technological improvements) start producing diminishing returns in terms of quality (i.e. increase in the number of errors). This happens in the translation industry when vendors are forced to:

• Cut corners during the translator evaluation process resulting in unqualified translators on the project.
• Bring low cost non-native translators onto the team producing unnatural, or stilted, translation.
• Employ automated machine translation (MT) that more often than not produces gibberish.
• Cut back, or skip altogether, the proof-checking process allowing errors to go to print undetected.

The math behind the diminishing returns of offshore costs centers

The vendor was offering rates 50% below what we pay our native speaking translators. So, it was not surprising when the trial translation came back several notches below our quality standard. Being unnatural and stilted it was immediately evident that this vendor was using non-native translators on client projects.

When a service provider offers clients a complete satisfaction or 100% money back guarantee as my company does, there is absolutely no compromising on quality. Let's just say the idea of outsourcing to cost centers has been shelved, indefinitely.

However, this experience did get me thinking about the business model of cost centers. Professional Japanese translators with the right skills and experience can command upwards of 10 yen per word. So, you have to wonder what kind of translator would take a 5 yen hair cut (50% reduced rate offered by this vendor). There can only be two possibilities:

• Unqualified native Japanese translators that can't find work in Japan, or
• Non-native translators

Applying the lessons of Fukushima

In conclusion I draw on the Fukushima disaster to drive home the point that over emphasizing cost may be the root cause of errors costing your company in lost revenue.

Facility operator TEPCO ignored a 2007 study by its own senior safety engineer concluding there was a 10% possibility of the March 11 scenario unfolding within a 50 year period. Ultimately, the Fukushima incident spiraled out of control because the emergency diesel generators were flooded when the historic tsunami overwhelmed the plant's inadequate seawall defenses. According to Toshio Kimura, a retired 12 year veteran of the Fukushima No.1 plant, "If they'd moved the emergency diesel generators to a position above the expected tsunami level it would have cost the company a lot. So nobody proposed it." Cost now: hundreds of billions of dollars.

And, that is the lesson I hope you take way from this article. Over emphasis on cost reduction can lead to counter productive results that will end up costing your company considerably more than the cost of a quality solution for your projects.

About the Author

Ivan Vandermerwe is the CEO of SAECULII YK (Tokyo Japan), the owner of SAECULII Japanese Translation Services Agency. Visit SAECULII for the latest professional articles and news on Japanese Translation Services.

Copyright © 2011 SAECULII YK. All rights reserved. Reproduction of this article is permitted with inclusion of the "About the Author" reference as is (including text links, japan-translators.saeculii.com/english/services/japanese-translation-services.cfm), and this copyright information. Articles may not be altered without written permission from SAECULII YK.

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Part 3 of the article series "Translation: Are You Costing Your Company Money?" looks at project management in translation and localization.

Sound project management is crucial to taking possession of a quality, error free project.

If you have undertaken a translation or localization project, even a small project, without the aid of a project management system, you may be you’re guilty of contributing to translation errors that have cost your company in lost revenue.

Read the real world example that follows, and see how failure to implement a project management system leads to translation errors.

Real World Example

My company, a Japanese translation agency based in Tokyo (Japan), was approached to handle the Japanese translation and localization of a global marketing brochure for a world renowned marketing firm some years back. We were approached because of our expertise in Japanese marketing translation, graphic and web design, and print media. We viewed this project as a great opportunity to show case our Integrated Japanese Linguistic Solution approach to marketing translation projects, and naturally grabbed the opportunity with both hands.

Unfortunately, it turned out to be one of those projects you wish you had never heard about. Here is what happened.

Pretty soon after the project was initialized, we discovered that the material provided us was a draft copy, despite notifying the client upfront that we only work with finalized materials (because it saves everyone, not least of all the client, money). From there, the situation snowballed:

• Already translated text needed to be retranslated as new revisions constantly kept rolling in.
  
  
• The English materials contained text from other languages versions of the brochure.
  
  
• The text contained historically inaccurate facts which the client was not even aware of.
  
  
• Regional branch managers from around the world were phoning us asking for specific revisions, which were then being over ridden by other regional managers, and then again by the head office.
  
  
• Our role morphed from that of a translation/localization service provider to consulting as the person steering the project had no clue how to implement and manage a global project.

Effective Project Management

Translation errors can, and do, creep into translated and localized materials at every step of the process. And, yes, translators are not the only source of errors; anyone involved in the project is a potential source of errors.

However, one of the major causes of translation errors is invariably lack of, or poor, project management. Going back to the Real World Example, this project could well have been delivered within the 2 week delivery requirement, since it was not a particularly large project; instead, the project became bogged down with endless, and in my opinion, unnecessary, revisions. Implementation of a project management system would have:

• Ensured adequate planning
  In an undertaking as complex as translation and localization (especially on a global level), adequate planning is essential for achieving successful project completion. (Surprised? That’s right -- Without trying to aggrandize my profession, translation and localization is not a trivial matter, or an after thought to more "important" processes if you will.)
  
  
• Ensure appropriate resources
  While "resources" can apply to just about anything required for successful project completion, here I specifically refer to personnel. Qualified personnel are the linchpin in any project because they can keep, or even bring back, a project on track. A project management system is essential to assign the right personnel to the right task.
  
  
• Ensured accurate communication
  Tracking communications with a project management system would have eliminated miscommunications and the resulting problems of mistrust between the various project stakeholders that ensued.
  
  
• Ensured quality control
  This was essentially the root cause of all problems in this project. Applying in-house quality controls via a project management system would have ensured that service providers received the finalized copy of materials for translation, thus completely eliminating the need for endless revisions that eventually lead to project melt down.
  
  
• Minimized project costs
  No matter how you rationalize it, a 2 week project that runs for nearly 6 months is going to cost a whole lot more than budgeted for. More important, and what is often not recognized, are the hidden costs of a project that runs off track. For example, since your staff is tied up with the current project, they are unable to continue with other pressing projects -- a contagion effect of slipped deadlines develops leading to costs piling up.

Reduce and eliminate translation errors -- Project management doesn’t have to cost an arm and a leg

If you having been operating without a project management system apply the lessons you take away from this article, and ensure your company no longer loses revenue through avoidable translation errors.

What project management system do you use? Depending on the project requirements, it can be as simply as a spreadsheet application (for small projects) or it can be a top-of-the-line project management application for larger and more complicated projects.

You are probably thinking that’s fine for someone with deep pockets, right? However, consider this: The cost as measured by lost revenue due to translation errors of not implementing a project management solution is far, far greater than implementing a basic solution...

About the Author

Ivan Vandermerwe is the CEO of SAECULII YK (Tokyo Japan), the owner of SAECULII Japanese Translation Services Agency. Visit SAECULII for the latest professional articles and news on Japanese Translation Services.

Copyright © 2011 SAECULII YK. All rights reserved. Reproduction of this article is permitted with inclusion of the "About the Author" reference as is (including text links, japan-translators.saeculii.com/english/services/japanese-translation-services.cfm), and this copyright information. Articles may not be altered without written permission from SAECULII YK.

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Part 2 of the article series "Translation: Are You Costing Your Company Money?"

Drawing on my own experience working in a Japanese translation agency in dealing with global firms, deadlines - the fear of slipped of deadlines (usually tied to product launches) - is one of the primary drivers of projects. If clients don't demand an unreasonable delivery date as a condition for awarding a project, they almost always press for ASAP.

Naturally, deadlines are an essential tool in business; however, the nearly ubiquitous demand of ASAP generally is indicative of a much larger problem. That is, lack of an effective strategy (or lack of a strategy altogether) specifically for translation which is considered almost an after thought of a larger process such as a product launch.

The next section provides a real world example to illustrate how failure to develop an effective strategy is a primary cause of translation errors that may be costing your company money.

Real World Example

The due date for the project below was 3 days from receipt of the job notification email.



Okay, let's jump right in here with a project breakdown analysis:

• Specialized knowledge required: 5-6 sets of expertise
  Because of the broad range of specialized knowledge required, there are relatively few qualified translators available for the project.
  
  
• Specialized skill required: SDLX Translation Suite
  This is a translation memory software that, being quite expensive, not many translators can afford. That pool of qualified translators just got a whole lot smaller.
  
  
• Number of translators required: 67-111
  Translators required is a function of project volume (500,000 words) divided by project duration (3 days) divided by daily capacity per translator (1,500 words per day) equals 111.
  
  Many translators claim daily capacity of 2,500 words or more -- After 8 years of hiring translators, I still have to see one that can maintain quality standards above the 1,500 word threshold. However, I will cede the point for illustration purposes: 500,000 words divided by 3 days divided by 2,500 words per day equals 67.
  
  Not very many agencies have a full-time translation staff this large. And, I guarantee you 100% no translation agency on the planet has a full-time translation staff this large on hand with the right knowledge and skills for this particular project. Qualified translators need to be recruited.
  
  
• Number of proof-checkers required: 17-28
  Proof-checking requires an additional 25% of resources, or 17-28 different translators.
  
  Proof-checking eliminates translation errors, which even the best human translators are prone to. Without proof-checking, you can never be quite sure of the quality that you get!
  
  
• Project setup time required: 3 days +
  This means assembling the team of translators, proof-checkers, project managers, disseminating project instructions and (SDLX) translation memory databases, etc.
  
  On a project this large, 3 days setup is wishful thinking. For example, each translator recruited needs to be evaluated to ensure that they are qualified for the job (i.e. this means reviewing resumes, references, sample translations, and/or trial translations, concluding NDAs, and finalizing contracts, etc).

If you followed the analysis above, I am sure you can see how this project can never be completed within 3 days, according to your quality expectations.

Indeed, companies that have a strategy in place never launch these kinds of projects; they understand not only the tremendous importance of translation in today's global market place, but also that translation errors can and do seriously impact their bottom line.

However, let's read on and find out how you're on a slippery slope of lost revenue.

No Strategy...What could possible go wrong?

The pressure is on! Delivery on this project is ASAP, so you're pushing ahead regardless. You have secured an ironclad guarantee for your deadline from a service provider, so, hey, what could possibly go wrong?

Translation agencies respond well to pressure. As with all mature industries, the competition is incredibly tough. The agency you contracted knows that if it does not deliver, it will lose a client so it promises the sky. Here are just some of the many "tricks of the trade" agencies can employ to meet your unrealistic deadline:

1. Cut corners during the translator evaluation process resulting in unqualified translators on the project.
2. Bring non-native translators onto the team producing unnatural, or stilted, translation.
3. Pressure translators to increase their daily capacity resulting in countless translation errors.
4. Employ machine translation (MT) that more often than not produces gibberish.
5. Cut back, or skip altogether, the proof-checking process allowing errors to go to print undetected.

Develop an effective strategy

The following strategy will reduce revenue lost to translation errors (and maintain product launches):

1. Develop a set of quality standards for all projects.
2. Implement a project management system to ensure professional steward of projects.
3. Employ a professional project manager.
4. Establish a single point-of-contact role (usually project manager) for all stakeholders.
5. Create a guideline for identifying the right external service providers for each project.

Reduce and eliminate errors -- Strategy + Alpha

If you are guilty of operating without a strategy, apply the lessons you take away from this article today, and ensure your company no longer loses revenue through avoidable translation errors.

Common sense must also prevail.

An industry professional once joked that clients expect translators to wield a magical translation wand, referring to unreasonable project delivery requirements (the ASAP syndrome). If this were true, clients would be buying the wand, not the service! In a high pressure culture where everything is "get this done like yesterday already," it is quite easy to lose perspective even with a strategy in place.

However, consider this. It takes months, sometimes even years of research, analysis and testing to develop effective material that achieves its intended purpose. Is it really possible to capture the essence of your materials nuances and all, in such a way that it is effective in the translated language, in a mere 3 day project?

About the Author

Ivan Vandermerwe is the CEO of SAECULII YK (Tokyo Japan), the owner of SAECULII Japanese Translation Services Agency. Visit SAECULII for the latest professional articles and news on Japanese Translation Services.

Copyright © 2011 SAECULII YK. All rights reserved. Reproduction of this article is permitted with inclusion of the "About the Author" reference as is (including text links, japan-translators.saeculii.com/english/services/japanese-translation-services.cfm), and this copyright information. Articles may not be altered without written permission from SAECULII YK.

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This is the introduction article to a series of articles of the same title the purpose of which is to provide business with helpful pointers for their translation processes.

We start with a headline that makes professionals in the translation industry cringe: “Translation errors cause lost revenue in 80% of global firms” (Source: SDL International Survey)

The obvious question that jumps right to mind is: How is this possible? Global firms are generally staffed with exceptional bright, skilled and experience people, right? And, yet…

Having been a professional translator for close to two decades, 8 years as the CEO of a Japanese translation agency based in Tokyo (Japan), I have some ideas that I would like to share with you.

The aforementioned survey squarely attributes the causes of lost revenue to translation errors. Lost revenue, as a result of these errors, ranges from delayed product launches to fines for non-compliance. What is less clear, though, is the root cause of these translation errors.

To simply warn “businesses that they need to improve their translation and localization processes,” as the survey concludes, is as obvious as it is vague. Companies are already well aware of the need to do a better job -- What companies really need to know is how to go about improving their processes.

Drawing on my own experience over the years in dealing with global firms on translation and localization projects, I have created a short list, which while certainly not exhaustive, will, I hope, provide companies with a few useful pointers:

• Strategy
• Project management
• Personnel
• Cost

About the Author

Ivan Vandermerwe is the CEO of SAECULII YK (Tokyo Japan), the owner of SAECULII Japanese Translation Services Agency. Visit SAECULII for the latest professional articles and news on Japanese Translation Services.

Copyright © 2011 SAECULII YK. All rights reserved. Reproduction of this article is permitted with inclusion of the "About the Author" reference as is (including text links, japan-translators.saeculii.com/english/services/japanese-translation-services.cfm), and this copyright information. Articles may not be altered without written permission from SAECULII YK.

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Most businesses realize that they are simply a click away from any corner of the globe. Well, actually two if you include the Yahoo! search a potential customer does to access your shopping cart. What most businesses, unfortunately, do not realize though, is that their shopping cart is struggling to make it to the checkout counter. Bill Dunlap, managing director of Global Reach, Inc. notes that "for every $2 million a site is doing in domestic sales, they're leaving another $1 million on the table in international sales if they're not making themselves easily available."

To paraphrase the above, let me draw on a quote from Willy Brandt. The former West German chancellor is reported to have once said: "If I'm selling to you, I speak your language. If I'm buying, dann muessen Sie Deutsch sprechen (then you must speak German)."

In economics this is referred to as opportunity cost - the cost of something in terms of an opportunity foregone. The opportunity cost of not speaking "German" is a whopping 50%! This simple truth is supported by statistics.

Donald A. DePalma reported in a study conducted for Forrester Research that "Visitors linger twice as long as they do at English-only URLs; business buyers are three times more likely to buy if addressed in their own language; and customer service costs drop when instructions are displayed in the user’s language." (Donald A. DePalma, Strategies for Global Sites, 1998).

Another Forrester Research report, quoted in an article titled "Reasons for Success in International E-Commerce" (webpronews.com) provides statistics that indicate "over 55% of the online world accesses the Internet from countries where English is not the native language."

The message is loud and clear: Do not assume that there is no reason to translate your marketing materials or that English is used in other countries! To be sure, English is the lingua franca of the world, and many people do have the ability to read English. But, faced with a choice, would you pull out your wallet for a company that caters to your needs in your non-native language, or your native language?

If translation and localization is not part of your international e-commerce strategy, then you may be leaving money on the table!

And, if you see the truth in this message, you have a couple of options available: you can develop an in-house translation capability, or you can commission a professional translation service to translate your marketing materials. Developing an in-house translation capability is prohibitively expensive, not to mention that it is a long term effort. An appropriate analogy to illustrate this point that of an IT department.

So, unless you have deep pockets, buying translation is the way to go.

Buying translation, however, can be overwhelming with all the technical jargon, and frustrating with all the endless marketing hype and "mission statements" that are thrown at you. Fact is, the basics of purchasing translation are easy. Read on. Your starting point should be the clarification of your translation project requirements. Consider:

• Whether your marketing materials are for internal consumption (including partners) or external consumption?
• Whether cost is more important or quality is more important?
• What is the time frame for your project?
• What are your ongoing (long-term) professional translation service needs?

Ensure the success of your translation project - Read this Japanese Translation Guide

About the Author

Ivan Vandermerwe is the CEO of SAECULII YK (Tokyo Japan), the owner of SAECULII Japanese Translation Services Agency. Visit SAECULII for the latest professional articles and news on Japanese Translation Services

Copyright © 2005 SAECULII YK. All rights reserved. Reproduction of this article is permitted with inclusion of the "About the Author" reference as is (including text links, japan-translators.saeculii.com/english/services/japanese-translation-services.cfm), and this copyright information. Articles may not be altered without written permission from SAECULII YK.

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Clarifying the requirements of your translation project is essential to answering the question "What is the right type of translation for my project?" For example, is your translation project for internal consumption or external consumption?

Is cost more important or is quality more important?

Another requirement that may be of importance to your translation project is time. What is the time frame for your project? Considered your ongoing (long-term) professional translation service needs, too.

Translation can be categorized into the following two types:

1. Machine Translation (MT)
2. Human Translation

In machine translation, the (human) translator supports the machine. In other words, a computer program translates the source text, with the resultant target text then being edited by a translator, if it is edited at all. Machine Translation is useful for translation in fields with highly limited ranges of vocabulary and very simple sentence structure. Weather reports are a prime example. Machine translation (MT) is also employed for "gisting" or, to get the general meaning (gist) of a document.

Is Machine Translation (MT) right for your translation project? Click here to beef up on Machine Translation (MT)

Still not sure what is the right type of translation for your project? Consider this recent headline from the Yahoo! Odd News section (2005-07-05) - "The Wurst museum in the world?" You guessed it - it is not a bad museum but one dedicated to...German sausages! This sentence will choke any machine translation program!

Ready to reduce your frustration buying translation? Selecting the right professional translation service can be just as frustrating as selecting the right type of translation for your project (you have that under control, right?). Do you go with a professional translation service provided by a translation company, a translation agency or a free-lance translator?

Start by reviewing the requirements of your translation project. The following criteria, while not an exhaustive list, can be used to determine what the right professional translation service for your project is, and guarantee that you get the most value for your investment in translation.

What is the right professional translation service? Read this before you settle on a translation service provider!

Finally, what would a guide be without a few "tips and techniques?" By now you have the answers to:

• What is the right type of translation for my project?
• What is the right professional translation service for my project?

Got professional requirements? Contact Us Now

About the Author

Ivan Vandermerwe is the CEO of SAECULII YK (Tokyo Japan), the owner of SAECULII Japanese Translation Services Agency. Visit SAECULII for the latest professional articles and news on Japanese Translation Services

Copyright © 2005 SAECULII YK. All rights reserved. This article may not be re-produced without written permission from SAECULII YK.

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Many translation companies and agencies offer Machine Translation (MT) as free online translations, free language translation, and simply free translation. The Babel Fish Translation service by Altavista is powered by Systran (maker of machine translation software).

Is Machine Translation (MT) right for your translation project, though?

Select a short sentence - 2 at the most - and run it through the Babel Fish Translation:

• Paste your source text into the input box labeled Translate a block of text.
• Select English to Japanese from the dropdown box labeled Select from and to languages.
• Click the button labeled Translate.

• Select and copy the translated Japanese text from the top input box.
• Paste the translated text into the input box labeled Translate again.
• This time, select Japanese to English from the dropdown box labeled Select from and to languages.
• Click the button labeled Translate.

• Fields with highly limited ranges of vocabulary and very simple sentence structures.
• For "gisting" or, to get the general meaning (gist) of a document.

• Internal consumption.
• Limited budget.
• Short turn-around.
• Quality is not important.

About the Author

Ivan Vandermerwe is the CEO of SAECULII YK (Tokyo Japan), the owner of SAECULII Japanese Translation Services Agency. Visit SAECULII for the latest professional articles and news on Japanese Translation Services

Copyright © 2005 SAECULII YK. All rights reserved. This article may not be re-produced without written permission from SAECULII YK.

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Its official! We’ve finally moved our new (and improved) website online. So, question is who are "we"?

SAECULII YK (LLC, or Limited Liability Corporation) helps companies like yours to successfully enter the Tokyo Japan market with custom designed Japanese marketing communications.

One of the biggest challenges for businesses entering the Japanese market is getting:

• Culturally sensitive solutions for their marketing materials in Japanese that effectively communicate the benefits of their products and services to their Japanese target audiences

• Are custom designed for all your unique marketing requirements
• Save you time, money and effort with a single comprehensive solution
• Are 100% guaranteed with professional support from a reliable partner
• Above all, give you the competitive edge, boost sales, and long-term brand recognition.

We focus exclusively on the Japanese market
Therefore our knowledge of Japanese culture, language and the local business market has unparalleled depth and breadth.

This is the reason we’ve been able to help clients from government, non-profit organizations, and academic and research institutions to Fortune 500 companies in almost every major industry, to successfully enter and achieve their objectives in the Japan market.

And, SAECULII has a proven track record of success and a long list of satisfied clients

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