July 31, 2000

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Web-Site Adaptation For Global Markets

By Drew Robb

ranslating Web sites for overseas markets is no simple matter. Not only must the words be addressed, but graphics, logos, photos, prices, payment methods, and even compliance with regional laws must be taken into account. When companies expand operations across multiple borders, effective management of Web content can create considerable challenges that typically are beyond the capabilities of standard CRM applications.

While there are many companies that offer straight translation services, only a handful take a step further and either tailor content to local needs or manage Web-site content in multiple languages. These include Aradco VSI, eTranslate, Idiom, iLanguage, International Software Localization Group, Lionbridge Technologies, and WorldPoint.

Idiom's WorldServer, for example, uses workflow-management and translation-memory technology to keep international sites synchronized. Each textual, logo, image, or script element is assigned a rule that describes whether it is to remain as is, be omitted in certain regions, translated exactly, or be adapted to local cultures and countries. Users can choose between local and international management of each component.

Once something is changed, the software instructs the relevant editors, translators, legal staff, and developers about what actions are needed centrally or regionally.

Without workflow management of global translation efforts, chaos can ensue. For example, imagine key areas of a site translated into German. Over time, the English text evolves as products are released, versions are modified, and policies are altered. Eventually, the original German version falls out of sync with the English site. Multiply that by dozens of languages and you see some of the problems inherent in offering services to customers worldwide.

Return to main story, "Act Globally, Serve Locally."

Illustration by Aaron Thomas Roth

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