Computer-Aided Translation (CAT)
Computer-Aided Translation (CAT) We are used to working with various CAT applications. SDL Trados,
being the dominating translation tool in the market, is most commonly used and requested by our
clients. These supporting applications offer semi-automated and cost-saving functionality. They allow
us to translate with greater consistency, re-use existing translations, and compile client-specific
terminology databases. Furthermore, these professional applications protect the existing coding,
graphics, indices, and tabel of contents of your files.
Translation Memory (TM)
The principal behind a Translation Memory is that an identical text segment - usually a sentence -
does not have to be translated twice. It is automatically translated the same way, thus improving
consistency. The use of Translation Memory fuctionality has taken a giant leap in the last decade. The
client reaps the benefit of considerably lower pricing.
It should be noted, however, that CAT applications are at their best when translating technical
documentation, help texts, and software strings. They are less suited for translation of marcom
related texts, like brochures, white papers, and press releases.
We work exclusively with academically-trained and qualified translators who only translate into their
native language and, preferably, live and work in the country of their mother tongue. Language is
alive and evolves constantly. It is, therefore, important for a translator to live in the natural habitat of
his/her native language.
An integral part of globalization
Localization is in fact an integral part of the overall process called Globalization. As the Localization
Industry Standards Association once defined it: To globalize is to plan the design and development
methods for a product in advance, keeping in mind multi-cultural audience, in order to avoid
increased costs and quality problems, save time and smooth the localization effort for each region or
There are two primary processes to be distinguished:
The internationalization phase
Planning and preparation during the design phase to support global markets. Any country- or
language-specific is stored separately so it it can be easily adapted. This will save fixing time during
The localization phase
The actual process of adapting a product for a specific market. The localization phase involves,
among other things, linguistic, physical, business, cultural, and technical issues.
As compared to translation, localization addresses significant, non-textual components of products
or services, like adapting graphics, adopting local currencies, using proper date formats, applying
different colors, up to re-thinking the structure of a product. It is all about recognizing local
sensitivities, avoiding cultural conflicts, and supporting a smooth merge into the local market.
Maximizing cultural relevance
Transcreation or creative translation is more than just translation. It is about taking the essence of a
message and recreating it in another language, while respecting culture, heritage, local values,
beliefs, dialect, idiom, humor, and context.
Transcreation was developed to avoid the pitfalls inherent in cross-cultural marketing. Cultural
boundaries can be formidable barriers to communication. Mistakes may damage the brand in ways
that can be difficult to repair. Using words that have different meanings in different languages can
also lead to trouble. Wordplay and idiomatic speech are exceedingly difficult to bring from language
Transcreation expands upon translation by focusing not so much upon the literal text, but on
discerning the emotional response by viewers in the source language and working to elicit the same
response from viewers in the target language. It is taking a concept in one language, and completely
recreating it in another. Fidelity to the source text is secondary to transcreate the desired emotional
response by the target audience