14 October 2022
What is a localization producer? And what do they do?
In an increasingly globalized world, localization is becoming an ever-more integral part of any business’ plans for success. From software to packaging and employee training programs, localization is everywhere around us. Yet for many people, the question remains – what exactly is localization anyway?
For many, localization is a service synonymous with translation. While this isn’t too far from the truth, localization is actually a much more nuanced and extensive service. You could even say that it’s translation with bells on.
Localization takes content created in one language and adapts the tone, message and wording to make it culturally appropriate for another market. This means it’s not just one-to-one translation. Localization specialists need to identify the core emotional message behind the source material and find a way to convey those same responses in the target language. This could mean using new figures of speech or culturally unique references to ensure that the audience is engaged and receptive.
Localization specialists, or linguists, will generally localize content into their native language. This ensures that all localized content is created by someone with a deep understanding of cultural acceptability, local expectations and domestic values. Many localization specialists are also experts in particular fields: teams of localization specialists at Alpha CRC for instance, are generally organized into industry-specific teams. This ensures that all localization specialists understand industry terminology and standards, contributing to the highest quality output of localized content.
The term localization producer is generally equivalent to the role of ‘localization project manager’. They oversee the entire localization process, identifying the correct teams of localization specialists to work on any particular project, and ensuring that all tasks are delivered on time and according to the budget.
Localization producers are typically responsible for importing content into computer-assisted translation (CAT) tools for localization specialists to work on, as well as acting as a point of contact for clients when they want to confirm progress on any given tasks. They will also often be the port of call for localization specialists who need to confirm any queries regarding the task at hand.
It’s easy to think of localization in relation to text-based media such as advertising slogans and user manuals. When it comes to software though, there is a lot more involved than just adapting text.
Localization producers typically oversee complete localization of software headed to digital storefronts such as the App Store or Google Play store. When we consider these applications, it’s important to remember they are so much more than just text: application localization also needs to consider design elements and source code limitations.
It’s important to note that not all code is created equal. Software generally needs to be internationalized before localization can begin. This involves ensuring that an application is capable of displaying non-Western characters (such as those used in China or Japan) and that design elements can adjust to text expansion when moving from one language to another.
Some markets will need slight design tweaks, while others will need a more robust design overhaul. Take a look at sites such as Amazon, which had to completely flip their left-to-right design used in Western markets for right-to-left audiences in Saudi Arabia.
Headquartered in Cambridge, UK, Alpha CRC has offices around the world. With over 35 years of experience in the localization industry, it is able to provide end-to-end Enterprise Localization services to clients in various industries, from medical to automotive.
