Taking localisation to the limit

So you want to see your content reach a broader audience and you’re interested in the concept of localisation, but how far does the process have to go? Well a lot further than just the text, as any localisation expert will tell you. Sarah Poynton is responsible for Epicentre, the localisation and testing company that forms part of Epic Group plc: “Text will form a major part of the content, but is often just the start. Graphics often have to be replaced, not because of any textual content, but so they are more credible in the country concerned. Even such basics as the ethnic or gender balance of graphical characters may have to be altered to reflect local realities.”

Audio and video may also have to be taken into account. Oonagh McCutcheon is Chief Operating Officer of Transware plc, specialists in the localisation of e-learning products: “Because audio forms such a large part of our work, we have five studios, two of which are video-enabled. We maintain a database of talent, covering not only all major languages, but also regional variations. We have to be sure that we exactly match the message to be conveyed with the needs of the local audience.”

Finally, it’s important to recognise that for a completely ‘transparent localisation’ effect, the site hosting the content needs to be addressed just as thoroughly. As an example, NETg has introduced a new version of its online learning service, XtremeLearning, fully-localised in six languages. This development enables companies to not only provide localised content to employees, a feature NETg has always offered, but access to the content through a localised user interface – in Dutch, French, German, Spanish, Italian and US English. NETg is also establishing local partners in each market to provide mentoring services that reflect local linguistic and cultural differences.