Technology is rapidly integrating into our daily lives, and wearable technology is at the forefront of this revolution. From smartwatches and smart glasses to earpieces, wearable devices are becoming essential in modern life. However, as these devices are becoming more global, localization has become a crucial challenge. In some countries, people who don’t speak English or have different preferences may feel left out of the wearable tech experience. Localization isn’t just about translating text—it involves adapting a product to meet the preferences, language, and cultural nuances of each target market. Let’s explore how wearable tech companies can overcome these challenges and make their products more globally accessible. The Challenge of Localization in Wearable Technology Localization involves much more than just converting text to a different language. Wearable technology companies need to consider a range of factors, from language support to cultural preferences, and even the way consumers interact with these devices. Some regions may have legal restrictions or language support requirements that are essential to ensuring a device functions well in that locale. Companies must adapt not just the interface but also how the device communicates with the user to make it truly global-friendly. Demographic Preference Research Understanding the preferences of users in different regions is key to successful localization. For example, in some cultures, people prefer more interactive voice prompts, while others might lean toward straightforward, no-nonsense instructions. The voice of a wearable device could be another crucial factor—some may prefer a masculine voice, while others might favor a softer, feminine tone. Tailoring these preferences to different regions can greatly enhance the user experience and make the technology feel more personalized. Strings & Speech in Localization Localization also involves translating strings and speech commands that devices use to communicate with users. This process ensures that language fits the screen size and that commands are culturally appropriate. But beyond strings, wearables with speech functionality face unique challenges. For example, users in different regions might phrase commands in varying ways. The ability to recognize and respond to these regional differences is key to creating a seamless experience. Localization of Strings The process of translating strings goes beyond simple text replacement. It also involves adjusting the layout, ensuring fonts fit well, and using synonyms or shorter phrases where necessary to fit the space. Different languages have different sentence structures and character lengths, so localization experts need to be creative when working with these strings. Localization of Speech In wearables with voice recognition, ensuring that commands are recognized and understood correctly is essential. This might involve customizing voice prompts and responses to reflect regional speech patterns. A well-localized wearable will offer speech functionality that can understand local dialects, phrases, and even accents, making it more user-friendly and accessible. Quality Assurance in Localization While localization is essential, it’s equally important to ensure that the localized product is tested thoroughly. Even if the device works perfectly in its original language, it might not perform as well in a new market. Therefore, rigorous field testing is necessary to ensure that everything, from voice commands to text formatting, functions smoothly in the localized version. Quality assurance is a critical part of the localization process to ensure customer satisfaction and smooth user experiences across borders. Field Testing and Evaluation Post-localization testing plays a pivotal role in ensuring that wearables function properly in different regions. This testing process helps identify any glitches or cultural mismatches that could affect the user experience. It’s crucial for companies to continuously evaluate and improve their devices based on feedback from real users in various markets. Conclusion: Why Localization Matters for Wearable Tech Localization isn’t just a luxury; it’s a necessity for wearable technology companies aiming to go global. By focusing on demographic preferences, localizing strings and speech, and ensuring high-quality testing, companies can create devices that cater to diverse global markets. Localization is the key to making wearable technology accessible and useful to people worldwide, regardless of language or culture.

The translation industry is evolving at a rapid pace due to technological advancements, globalization, and the rising demand for multilingual communication. As businesses expand across borders, the need for accurate, high-quality translations is more critical than ever. In 2020, several key trends are set to shape the industry, revolutionizing how translations are done. From the demand for new languages to the rise of voice search, video translation, and globalization, the translation industry is undergoing a massive transformation. Let’s explore the four key trends that will define the industry in 2020 and beyond. 1. New Language Demand Rising Demand for Chinese (Mandarin) As the global economy continues to evolve, so does the demand for different languages. In 2020, one language stands out as the most sought-after: Chinese (Mandarin). With nearly 1.2 billion native speakers, Mandarin is the most spoken language in the world and the second-most used language online, following English at 25.4%. According to Ethnologue, China’s economic growth has driven an increasing need for Mandarin-speaking professionals, making it a key language for business, trade, and global expansion. Business Wire also highlights how China’s booming tourism industry has fueled the demand for speech-to-speech translation. Countries such as India, Indonesia, Singapore, and Thailand are experiencing a surge in Chinese-speaking visitors, creating an urgent need for businesses to offer Chinese translation services. Furthermore, AGATO reports that the number of companies looking for Mandarin-speaking employees has increased by 35% compared to previous years. As China cements its position as a global economic powerhouse, Mandarin translation services will become more valuable than ever. Businesses that fail to accommodate this shift risk missing out on a massive market. Role of Speech-to-Speech Translation With new language demand comes the need for advanced translation technologies. To meet this rising demand, speech-to-speech translation tools are being developed to facilitate seamless communication. New AI-powered systems can now instantly translate spoken words into multiple languages, making business interactions smoother and more efficient. Companies that invest in cutting-edge translation solutions will have a competitive advantage in the global market. 2. Voice Search Growth of Voice Search Technology Traditionally, users would type their queries into search engines, but now voice search is taking over. Smartphones, AI-powered assistants, and smart devices have made it easier than ever to search the internet simply by speaking a command. Voice search technology is not only more convenient but also faster and more intuitive, making it an increasingly popular method of searching among people of all age groups. Studies predict massive growth in voice search usage. According to ComScore, by 2020, 50% of all online searches will be conducted through voice search. Additionally, a Gartner study anticipates that 30% of all web browsing will be done without a screen, as voice-based AI assistants become smarter and more responsive. Development of Speech Translation Systems With the rise of voice search, the demand for real-time speech translation is growing rapidly. One of the most innovative developments in this field is JANUS, a speech translation system developed by Dr. Alexander Waibel and his team. Waibel has also created Jibbigo, the first commercial speech translator for iPhones, and a real-time simultaneous speech translation system for lectures. Additionally, in May 2019, Google AI announced Translatotron, a groundbreaking system designed to translate speech directly from one language to another while preserving the original speaker’s voice. This AI-driven innovation is a significant step toward Google’s long-term vision of end-to-end speech-to-speech translation, making real-time multilingual conversations a reality. 3. Video Translation Rise of Video Content Consumption The rise of digital content has led to an explosion in video consumption. From short-form content on YouTube to long-form content on Netflix and Hulu, videos are now the dominant form of online engagement. This shift has fueled a massive demand for video translation, as businesses and content creators seek to reach global audiences. According to the Cisco Visual Networking Index (VNI): Increasing Demand for Video Subtitling & Dubbing With such a significant increase in video consumption, businesses must adapt their content to multiple languages. One of the biggest challenges is ensuring that videos are accessible to a global audience. Studies show that 85% of Facebook videos are watched without sound, making subtitles essential. This growing demand for video translation, subtitling, and dubbing presents a huge opportunity for the translation industry. Businesses that invest in multilingual video content will have a greater chance of expanding their reach, improving engagement, and boosting conversions. 4. Globalization Impact of Globalization on the Translation Industry As businesses continue to expand into international markets, the need for multilingual services has skyrocketed. Companies are realizing that localized content is crucial for success in global markets. Annual enterprise spending on translation services is expected to reach USD $56.18 billion by 2021, driven primarily by globalization and digital transformation. Businesses that fail to localize their content risk losing potential customers to competitors who speak their language. Growth of Multilingual Business Services A study by Sri Sharma from Net Media Planet reveals that companies witness a 20% increase in conversions when they translate landing pages and advertisements. Additionally, websites that fully localize their content experience a 70% rise in engagement, demonstrating the power of multilingual marketing. As more companies recognize the benefits of translation and localization, the industry is expected to grow at an exponential rate, making translation services a necessity rather than an option. Get Professional Translation Services As the demand for language translation and localization continues to rise, businesses need professional and reliable translation solutions. Lingual Consultancy Services offers expert language translation in over 250 languages, covering all major Indian, Asian, European, Latin American, and African languages. Whether you need document translation, website localization, or video subtitling, we have you covered!

The translation industry has faced many challenges, and with the rise of neural machine translations, inferior as they may be to human work, they have grown exponentially. Additionally, new language technology has emerged rapidly, and the growth of online video and e-learning content has further added to the industry’s complexity. This has forced language service providers worldwide to stay agile and differentiate themselves with superior service. As we look at the year 2018, here are the key trends that are expected to shape the localization and translation landscape. Neural and Adaptive Machine Translations Will Become Even More Common Neural Machine Translation (NMT) has been steadily improving, with service providers investing significant resources to enhance its performance. In 2018, we expect this technology to become even more common and to be integrated into tools like CAT (Computer-Assisted Translation) and Translation Management Systems (TMS). However, while machine translation is improving, it’s important to note that it will never be as effective as human translation, especially when the translation requires expertise in a particular domain. Multilingual Digital Content Will Rise in Demand The demand for multilingual digital content will continue to grow, especially with search engines creating new needs for content in various languages. This increase in demand is expected to significantly contribute to the growth of the language industry. As content creators strive to meet this demand, localization and translation services will be more critical than ever. Demand for Video Content Will Keep Growing Cisco predicts that by next year, 80% of the internet’s traffic will be video content. With video being a powerful medium, localization and translation of video content will become even more essential. As more businesses and organizations expand globally, the need for localized video content will increase, especially with the rise of e-learning platforms and video-based marketing. Interpretation Technology Will Improve Interpretation technology is advancing rapidly, with tools like Google’s real-time translation headphones leading the charge. While these technologies are still not as accurate as human interpreters, they have become increasingly accessible to the average user, and their performance is expected to improve significantly in 2018. These advancements will make interpretation services more widely available but will still require human experts for high-quality translation. ISO Certifications Will Become More Relevant As the language service industry continues to evolve, ISO certifications will play a more significant role. In 2017, ISO introduced new standards for post-editing machine translation, such as ISO 18587:2017. With the growing use of machine translation, these certifications will become increasingly important for ensuring quality and consistency in translation services. Translators may pursue certifications in ISO 18587, ISO 21720 (XML localization), and ISO 18841 (interpretation) to stay competitive in the industry. At Lingual Consultancy, we remain ahead of these trends, offering a combination of people, technology, and expertise to provide the best translation and localization services. No matter what challenges the industry faces, we are here to ensure that your content remains professional, proficient, and localized for every market.

In our post we went a little deeper into the localization, and in this post we will highlight some of the challenges that filmmakers and right holders face when it comes to localizing. Understanding Localization Challenges Even when two countries share the same language, as in the United States and the United Kingdom, the premises or themes of many shows are not well adapted to all kinds of audiences. It becomes even more evident in countries and regions that may have less in common culturally, linguistically, or in terms of language family. A crucial aspect of localization is ensuring that you do not offend your audience, as well as navigating through any potential censorship issues. The Impact of Cultural Differences on Film Localization So, how do you localize? In the Russian language, for example, content is usually 60% longer than English, while in the Thai language it is usually 50% shorter than the English equivalent. Colors, for example, can have different meanings in different countries, so it is not just words that may create negative appeal. Language Length Differences in Localization Objects and ideas hold a variety of symbolic meanings in different cultures and localities. So, it’s important that the connotations of colors, foods, and animals—amongst many other things—are taken into account before simply undertaking a literal translation. Symbolic Meaning of Colors, Foods, and Objects For example, you can’t present South Korean farmers in a film with an ox and cart, architecture that looks more Japanese than Korean. It would also be well-thought that the same characters’ names or the use of surnames be considered. In certain countries, such as Spain, two surnames are common. Cultural Sensitivity in Film Content Another widely successful method of selling your film to an international market is the use of actors who are already very popular with your target audiences or the opposite—using locals. Stereotyping and the Importance of Accurate Representation In the United States, children may have a negative opinion of certain vegetables, like broccoli, but Japanese children do not seem to have such a negative opinion of this vegetable. So, broccoli could be replaced by green peppers. However, green peppers in Japan are generally considered to be disgusting. Effective Localization Methods for International Markets People of Indian nationality do not eat pork or veal, preferring chicken. There may also be differences in meal times or working hours. Let’s also consider different attitudes towards certain drinks—not only food. For example, the normal consumption of beer in Germany, which in some localities might be considered poorly, is quite compatible with their culture. Using Popular Actors for Local Audiences In China, the concept of time travel is at odds with its cultural values, as it deters the rewriting of history or the promotion of cults or superstitions, or films that have become taboo in countries such as Russia and Malaysia for the projection of sex scenes that are not consistent with their values. Navigating Cultural Attitudes Toward Time Travel and Taboo Topics Censorship and Cultural Values in International Markets Why Localization is Essential for Modern Film Audiences The answer is yes, in a world driven by consumerism, satisfying the needs and desires of the consumer is paramount. The modern market requires not only the translation of content but a translation that the viewer will enjoy. Film Industry Examples: When Localization Goes Wrong Do you know of any examples in the film industry that fail to take localization into account? How will you localize your next movie or series? Let us know!

In its current form, Netflix’s enterprising globalization push began in early 2016 and has surpassed its original expectations, with further growth expected to continue. However, it certainly could not have reached this peak without responding to the desires of its viewers from around the world with first-class video localization, including dubbing, subtitling, content localization, and internationalization. How Netflix Became an Entertainment Giant Netflix is estimated to spend 70% of its video localization budget on dubbing, and due to the nature of this content, human translation is in high demand. The pioneering video transmission company has projected growth that aligns with Wall Street forecasts. Having an intuitive, easy-to-use, and localized User Interface (UI) also significantly contributes to its success. Being available on the web and accessible on a large number of devices and platforms virtually guarantees its dominance in the entertainment industry. The Power of Localization in Netflix’s Global Expansion How is it that Netflix managed to become an entertainment giant? The secret lies in its massive investment in producing and acquiring original content to dominate the markets in which it competes. Additionally, Netflix heavily invests in localization by betting on productions in different countries. If there is one thing that characterizes Netflix, it is its universality—it is available in more than 190 countries. For the first time, more than half of its subscribers are outside the United States, bringing the international total to more than 52 million users. Investment in Content and Localized Experiences “The key really is to tailor programming to local tastes,” added Sarandos, Netflix’s chief content officer. Netflix is now the ninth largest internet company in the world by revenue, valued at approximately $42 billion. This success is driven by an appropriate balance between local and global content, allowing the company to cater to diverse audiences. The Role of User Interface (UI) in Global Success Knowing its customers has been the key to Netflix localization success. The company continuously reinvents itself based on market demands. For example, when targeting an audience in a particular country, Netflix produces a show in that country featuring native actors, ensuring cultural relevance. This approach strengthens viewer engagement and enhances the streaming experience. Understanding Customer Preferences for Market Growth Netflix’s growth has generated a strong demand for localization, leading to the addition of Arabic, Korean, and Simplified Traditional Chinese to the 17 languages it already supports. By understanding and responding to customer preferences, Netflix ensures its content resonates with audiences worldwide. “Think Globally, Act Locally” – A Key Lesson for Businesses Your own localization program may not launch a product worldwide on such a large scale, but the success of Netflix localization success offers valuable insights. For the language services industry, the intense competition in original content has been beneficial, as international distribution plays a crucial role in making many original projects financially viable. What Can You Learn from Netflix’s Success? What do you think? Where do you believe the success of this platform lies? Let’s talk about your localization goals!