It is the adaptation of a certain product, service or idea to be consistent with legal, religious, cultural, regional and other requirements of a specific market, and to best satisfy the needs of customers.
The objective is to provide customers with an original composition product, service or idea for their specific target market, decreasing as much sensitivities as possible.
Localization include activities including: adapt graphics, modify content, adapt design and layout, convert to local requirements (i.e. currencies and units of measure), use proper local formats for dates, addresses, and phone numbers, and address local regulations and legal requirements.
> Website Localization
In a digital world, your website is where your potential customers get the first impression of your brand. You don’t get second chances to make a first impression. With a vast network of in-country, native-speaking linguists, we make sure your localized website creates an excellent impression.
> Software localization
Take your software beyond linguistic and cultural barriers. With a fully-fledged team of experienced linguists and localization engineers and a robust QA process, we bring absolute accuracy and cultural sensitivity to content translation while making sure your software is perfectly functional and user friendly across languages.
> Localization Engineering
One of the most critical jobs in the Localization (L10n) industry, as it is one of the first client touch points when it comes to actual media or files. If localization engineers don't do their job well, projects will not get off on the right foot. It’s mainly preparation, conversions, OCR, quick format, CAT tools support, bug-fixing and Language encoding.
> E-learning localization
Give your employees/trainees a learning experience that is no less engaging, clear, and culturally relevant. We localize not only text but also images, dates, currencies... etc. Whether it is an app, a website, or pdf, TRANSTEC provides unrivalled quality and exceptional customer service.
> Multimedia Localization
We offer turnkey services for all your multimedia localization needs including dubbing, voiceover, and video localization. Boost sales and increase brand awareness and loyalty by having your video speak your target audience’s language while delivering the same message, style and tone of your original video.
> Transcription
We provide both verbatim and non-verbatim transcriptions tailored to our clients’ needs. We meet your expectations of 100% faithful transcriptions, absolute commitment to deadlines, and complete confidentiality. Unrivalled quality is delivered by hiring only a subject-matter expert and applying a rigorous QA process.
> Transcreation
Transcreation involves taking a concept in one language and completely recreating it in another language. Transcreation is the adaptation of a creative work into another language. That is why it is more than just a translation. The main difference between a translation and transcreation is that transcreation focus on capturing the emotive effect of the original source text.
Skills required for a transcreator
Transcreators possess an excellent knowledge of both the source language and the target language, a thorough knowledge of cultural backgrounds and familiarity with the product being advertised so they can write about it enthusiastically. They are also highly creative people. We expect our transcreators to provide cultural advice and inform the client when a specific translation or image does not work for the target audience.
> Voice-Over
The key requirements for successful voice-over talent are a pleasant speaking voice and the ability to read a script with the appropriate tone, emotion, clarity and enunciation.
Voice-over artist role:
- Bringing the script off the page
- Conveying the message
- Crafting a voice
- Creating alternate versions
Types of voice talents:
- Announcers can be heard introducing segments of live television or radio broadcasts such as award shows, talk shows, break-aways, promotions and sporting events.
- Narrators often specialize in audio books, documentaries, how-to videos, educational videos, business videos, medical videos and record audio tours.
- Voice actors are heard performing in movies and television programs, animated and cartoons, radio dramas, ADR, video games, puppet shows and foreign language dubbing.
- Voice-over artists are versatile performers, able to weave interchangeably between any of the above. They also present direct telephone prompts (IVR), may be heard welcoming visitors to a website or guiding vehicle drivers as the voice of a GPS.
- Voice talent refers to the all of the above. The term was coined as an easy way to refer to all types of voice-over performers and is often used by agencies or companies that hire voice-over talent.
When to choose voice-over vs. dubbing?
- Voice-over is frequently employed in news segments, digital learning or documentary clips that are short and where translation is the primary objective.
- Dubbing should be used when information retention is paramount.
How to choose video voice-over talent
- Gender
- Accent
- Tone of voice
- Speed and pace
- Reputation/portfolio
- Recording quality
- Target audience
- Long-term suitability
> Subtitling
Subtitling is audiovisual translation that has its own specifications, rules and criteria. Prior to exploring the world of subtitling, one must understand that this type of translation is considered subordinate translation, meaning the translated work has time and space limitations that directly affect the final result.
A subtitle (formed by 2 lines) can have up to 70 characters.
Hence subtitling, at its core, is a combination of various elements of interpretation, translation and transcription. It is a closely blended combination of all three activities.
The process of subtitling consists of the following phases:
- Spotting: Identifying the entrance and exit times of the subtitles synchronized with the audio, calculating the minimum and maximum duration times and considering the changes in camera shot and scene.
- Translation (adaptation): Translation from the original, adapting it and adjusting it to the number of characters allowed as per the time and space limitations.
- Simulation: Showing the translated subtitles with the image and audio running to check that they meet all criteria and may be read in a natural manner.
- Correction of errors and readjustment of the text.
Subtitle quality parameters can be grouped into the following five areas:
- Content
- Formatting
- Timing
- Positioning
- Appearance
