Desktop Publishing (DTP)

enero 20th, 2017 | Posted by admin in Localización | Traducción - (0 Comments)

In a world where digital art and virtual life are becoming increasingly important, keeping up-to-date in terms of technical knowledge is vital. At SeproTec we are well aware of this and work with all kinds of digital files. Our layout technicians are qualified professionals well-versed in the use of popular programs such as Adobe InDesign, Adobe Illustrator, Adobe Photoshop, Adobe Flash, Adobe Framemaker, QuarkXpress, Autocad, and so on. They also possess the initiative and the inquisitive nature needed to take on the challenges that new designs and programs put in their path.

Our team of project managers and design professionals are trained to apply and use translation memories in the different translation projects involving these file formats. They thus help maintain consistency within the text and throughout the entire project with regular updates. The use of layout software and translation memories enables us to achieve a high-quality final product, with a professional design matching the original and adapted to the real needs of the target market.

The outcome of this process is a file that is identical to the original in its layout and content, but translated and localized to the language and culture requested by the client.

What is transcreation?

noviembre 17th, 2016 | Posted by admin in Localización | Traducción - (0 Comments)

 

Marketing and communication are disciplines that require more than just a basic translation service. When targeting a given market we must adapt the communication strategy to the culture and customs of the target audience. At SeproTec we know that it is not enough for messages to be understood – they also have to connect. Communication focuses on emotion and sentiment. That is why our team is backed by translators with expertise in different marketing disciplines.

Transcreation is a creative translation process in which the quality of the message is paramount, as is the effectiveness in reaching the target audience. SeproTec’s pioneering transcreation service involves translators, proofreaders, testers, creators and marketing and communication experts working together. This service is indispensable for reaching any market.

The prestigious independent consulting firm Common Sense Advisory has once again prepared its annual ranking of the most important companies in the world in the translation and interpreting industry, with the participation of more than 1,000 companies from across the globe. With over 150 million words translated last year, an average of 350 daily interpreting sessions, and over 900 clients around the world, SeproTec Multilingual Solutions has consolidated its position as one of the leading companies in the industry.
The multinational translation and interpreting company, headquartered in Spain, has undergone dramatic growth in recent years. Some months ago, SeproTec announced the opening of a new production center in Austin, Texas, an initiative that forms part of its plan for international expansion. The goal, according to Juan Julián León, the company’s CEO, is to “consolidate a key strategic market and increase the company’s production capacity with the large contracts signed in the USA in recent years.”
This is not the only news, as a few weeks ago SeproTec announced its acquisition of lidolang specialist translations, which León calls “one of Eastern Europe’s leading localization companies, with the greatest growth potential.” In addition to improving the company’s production capacity, this purchase will also broaden its synergies due to the vertical integration of its production processes; its geographical coverage, which makes it possible to offer a more localized service all over the continent; its portfolio of languages; and its expansion into the strategic international markets in which lidolang is already well positioned.
Since the publication of the latest ranking, SeproTec has maintained its position in spite of strong investment in international expansion, which has allowed SeproTec to compete in a larger number of markets with the level of quality that has always distinguished the company.
For León, “This is recognition for the work and effort of all our team and a sign that our commitment to internationalization is allowing us to grow in the large international markets. Our challenge now is to continue growing in order to become closer to our clients and expand our portfolio of multilingual solutions.”
SeproTec Multilingual Solutions is a company with over 25 years of experience in the industry, and has developed a wide range of services that help different companies and institutions carry out their international communication without having to worry about language-related issues. It operates in 14 countries and has over 400 employees.

Globalization is here to stay. We are living the age of the Internet, which is tearing down old boundaries. Roughly 72% of millennials prefer to search for information and make their purchases on the net rather than going to a traditional brick and mortar establishment. This means they are just one click away from buying anything, anywhere in the world. This global and digital environment that companies are striving to compete in internationally poses the following challenge: How do I design my internationalization campaign in the different markets?

The advantages of internationalization for small and medium enterprises are clear: competing in different markets and multiplying their number of clients. But how to reach those markets?

The two most frequent options for entering a new market are translating or localizing our messages and careful brand communication. Translation could be defined as the act of expressing something in one language that has already been expressed in another, while localization is the act of translating a message bearing in mind the customs, idiosyncrasies and culture of the target market.

Both options have their advantages. On the one hand, translation is a form of internationalization irrespective of cultural differences. It allows us to create or keep up an image as a global and uniform brand while at the same time boosting brand awareness beyond our own borders. Localization, on the other hand, consists in adapting the message to the target market taking cultural differences into account, making it more specific to the needs and preferences of local consumer groups.

As you can see, the concept of translation has gradually evolved according to the market’s needs and the effects of globalization. Translation is no longer mere linguistic transfer; it is progressing into a transcultural communication model and an intrinsic part of the internationalization process. Translation and localization are both key elements when it comes to accurately and coherently conveying a company’s philosophy and identity in the international marketplace. The aim of localization is to be seen as a friendly and appealing company in any country or market.

In this computerized world, translation and localization play a strategic role in any company’s international development. It is no longer a case of translating our website as if it were a mere showcase for our virtual store – we need to take important factors into account, such as making content locally relevant, considering SEO placement or the desired positioning in each of the markets we are approaching. Translation companies such as SeproTec offer much more than language guidance, they also analyze the international market and social and cultural trends in order to cause the greatest impact in each target market. We all know that by translating our website into English, Chinese and Spanish we can reach 60% of Internet users worldwide, but it is also important to localize content in order to hold a competitive position in every market, project a local, familiar image, and feature among the top results on the main Internet search engines.

A localization company like SeproTec is not just made up of linguists – we have a multi-disciplinary team comprised of localization engineers, programmers, desktop publishers, editors, analysts, and experts in internationalization and transcultural marketing. In view of the sector’s progress, a recent study published by the US Department of Labor stated that translation will be one of the strongest growth professions between 2016 and 2020.

Local or global strategies?

Our experience tells us that the best strategy is one that combines global and local. This means tackling an internationalization process by landing in local markets equipped with the cultural and social advantages of a local competitor.

Internationalization and digital transformation are the two greatest challenges for small and medium enterprises when it comes to growing in size and productivity, but they also represent two huge opportunities on a global market that demands relevance, knowledge and immediacy.

Of course, translation and localization are not the only factors to consider when preparing an internationalization strategy, but they should be acknowledged as key elements to guide, support and complement that strategy. Backed by a strategic partner like SeproTec Multilingual Solutions, the market knows no bounds.

SeproTec is pleased to announce that we have pledged our support to help humanitarian translations reach more people around the world by becoming a bronze sponsor of Translators without Borders.

Translators without Borders (TWB) strives to provide people access to vital, often life-saving, information in their own language by, connecting non-profit organizations with a community of professional translators; building local language translation capacity; and raising awareness of language barriers. Since 2011, TWB has translated over 30 million words in over 150 languages in the areas of crisis relief, health and education. The organization has responded to urgent crises by using its Words of Relief model, working with partners, to provide vital information in the appropriate languages to those affected by the European refugee crisis, the Ebola crisis and the Nepal earthquake. Words of Relief ensures better communications with communities when crisis response aid workers and affected populations do not speak the same language.

The financial support provided by sponsors is critical to sustaining and growing the organization. “In the course of our work, we’ve become aware of a huge need, which is for people in poor countries to be able to access global knowledge in their own language,” explains Aimee Ansari, Executive Director of Translators without Borders.

“According to UNICEF more people die from lack of knowledge than from diseases. People in poor countries are simply unable to access global knowledge in a language they understand. Mobile technology may be bringing more people information, but we still need to bridge the ‘language last mile’. Translators without Borders is delivering this much needed help through a myriad of tools and programs so that more people will be able to access the knowledge they need in a language they understand.”

Commenting on SeproTec’s decision to become a sponsor, Juan Julián León, CEO of SeproTec said:

“We are proud to contribute with Translators without Borders to close the language gaps that hinder critical humanitarian efforts worldwide”.

Aimee Ansari adds: “We are incredibly grateful to SeproTec for this assistance, which is critical to enable us, in turn, to support more humanitarian work around the globe.”

SeproTec is proud to be supporting Translators without Borders in this work.

The work of the purchasing department has become a key factor in improving a company’s bottom line. If a company aspires to excellence, its purchases must reflect this by matching its real needs. For this reason, and with the commitment of helping the different purchasing department professionals understand the advantages of a global service that covers all the multilingual needs of a company (translation, interpreting, localization, etc.), SeproTec is sponsoring the 19th Purchasing Professionals Congress, which will be held at the Teatro Goya in Madrid on May 25 and 26.

The company’s stand will showcase the most innovative services in the translation and interpreting industry, such as software and website localization, multi-language digital content management, plus other services designed to help companies become truly international.

This event has become the leading discussion and networking forum for professionals in this field. Executives from large corporations, purchasing managers from small and medium-sized businesses, and other professionals with links to purchasing, will pass on their experience on the latest topics of interest to all purchasers, so that the attendees can take back to their organizations new innovative, value-creating models and tools.

SeproTec’s sponsorship of the 19th Purchasing Professionals Congress is further evidence of the company’s commitment to supporting all initiatives that promote the growth of the sector and contribute to the development of a global market.

As part of its goal of supporting and integrating the most innovative initiatives within its sector, SeproTec has shown its support for the LocWorld organisation by agreeing to be a GOLD sponsor of its Dublin event. Under this agreement, the Company will also participate by sponsoring other specific actions, such as the provision of corporate bags for all those attending.

The event, which will be held at the Dublin Convention Centre from 8 to 10 June 2016, will not be the first LocWorld sponsored by SeproTec. However, it will be the first in which it participates as a GOLD sponsor. This new undertaking, which is part of the Company’s international expansion plan, is intended to contribute to the development of a solid and enriching project for the Localization sector, which is now celebrating its 31st edition.

Juan Julián León, CEO of SeproTec and member of the LocWorld Berlin 2015 Committee feels: “This has become one of the most highly anticipated events in the sector. The most relevant matters regarding the present and future of Localisation and Internationalisation are discussed and debated during this event. SeproTec is proud to contribute and support the development of this long-term project, as we have been doing for the past five years”.

Our sponsoring of LocWorld Dublin 2016 confirms our Company’s commitment to all those initiatives which favour the growth and development of the sector and contribute to promoting and defending innovation and good practise in all of its activities.

Are we shooting ourselves in the foot? This is one question that many translation professionals still ask when we talk about machine translation. While at SeproTec we have been using it for several years now, it’s undeniable that it is now that the use of this technology is starting to become widespread in all fields, not just in ours. It is clear that technology marches forward, whether we like it or not, and the best thing we can do is adapt.

Indeed, it is now, only recently, that we are casting aside the old debate of “machine translation, yes or no?” and instead beginning a new debate: “machine translation yes, but how?”

The use of machine translation in our personal lives is now accepted. Yet, how should we use translation engines professionally?

Machine translation engines today do not provide perfect results, so when we want results similar to those of human translation we need postediting. That is where we professionals come in.

From a translation professional’s perspective, machine translation is just another tool in our arsenal to help us be more productive in our work. We can and should use it for support, just as we use glossaries or translation memories.

There is no reason that machine translation has to replace translators, although it may transform what kind of work we do. It is undeniable: we must adapt. Our profession is once again experiencing a major shift.

This is a shift similar to the one we experienced when we went from typewriters to computers, or from fax machines to e-mail. Not to mention the revolution when computer-assisted translation tools arrived on the scene. These advances caused translation to evolve substantially and transformed the way we work.

If all of these changes have helped us improve and adapt to our new environment, why not use machine translation to further broaden the array of possibilities before us while working? It is true that we have to change again, relearn things and work a bit differently than the way to which we’ve become accustomed.

Let’s think about this positively, though: this is an advance, a new challenge in our professional careers, a new way of working that is taking us out of our comfort zone to make us better professionals.

Change is scary, that much is certain, and it is hard, too; but what about the satisfaction of successfully adapting?

So let’s check out the advice for facing the changes in our Production Department and see machine translation for what it is: a new tool.

María Illescas

Project Manager