Localization Trends of 2015

April 2, 2015 by Robyn DeAngelis · Leave a Comment
Filed under: Translation Services 

With every new year comes new or increased trends in the translation industry.  Social Media Today suggests that due to a “renewed focus on content strategy and the dominance of social media”, localization in 2015 will be even more important for brands trying to reach a wider social audience. Based on research, the use of a single-sourced translation model, an increase in the need for interpreters and a continued increase in the need for localization for gas and oil corporations will be the in the forefront of the localization industry this year.


According to a recent study by market research firm Common Sense Advisory, 15 percent of companies studied chose a single-source solution for their translation and localization needs. This has been a major shift because most companies work with multiple vendors for their translation and localization needs. According to research, single-sourced translations are chosen by companies who are experienced buyers of language services (instead of those companies who are new to localization) and require a vendor who can handle large volumes and round the clock service.  One of the other significant benefits of single-sourcing is less project management time on projects. As the Common Sense Advisory report suggests, managing multiple vendors involves a lot of time and investment in internal staff which is opposite the goal of most corporations to reduce the cost of “infrastructure and personnel”.  Thus, the trend is toward “program-based localization” and not “project-based localization”.

Increase in interpretation

Often an overlooked part of the language industry, interpreting allows therapists, hospitals, courts, and businesses to communicate with people on a daily basis.  Findings in a recent Common Sense Advisory report show that the demand for interpretation is steadily rising.  While the need for Spanish and Chinese interpreting is most prevalent, research shows that 66% of respondents confirmed that the demand for interpreting service is growing.  In-person interpreting generates the most revenue as opposed to “over the phone” interpreting.  The Common Sense Advisory reports also suggests that those who require interpreting services “tap into a broader supply chain” for their needs than those who only require translation services.  75% of those who responded to the study have both freelancers (72%) and in-house interpreters (74%). working for them.


Increase in localization for oil and gas companies

According to the Global Oil & Gas Market Assessment, the oil and gas industry will reach a $4 trillion market by the year 2018.  Because the oil and gas companies continue to grow, the need for translation of ever-changing regulatory and safety documentation will increase as well. In 2014, the Common Sense Advisory published a report that more than 1.34 billion dollars was spent on localization in this industry.


While these are just a few of the localization trends for 2015, it is quite obvious that as brands want to go international and as social media continues to dominate, the localization industry will continue to grow and remain strong.


Día de los Muertos

The Mexican holiday, Día de los Muertos or Day of the Dead is celebrated from midnight on October 31 until November 2.

On November 1 (All Saints Day), deceased children (“angelitos”) are celebrated; on November 2, (All Souls Day) deceased adults are celebrated. In order to make the holiday appear  to “more Christian”, Day of the Dead combines both days and all deceased family members are celebrated. The idea is that the spirits return on this one day of the year to be together with their families. Festivities take place in cities and villages throughout Mexico, though each location may have different customs and ways of honoring their dead. Many years ago, relatives used to be buried close to families or sometimes, in a tomb, located under the family home.

After cleaning the house and setting up an altar in one’s home, offrendas or offerings are displayed on the altar and offered to the ancestors. It is believed that the deceased relatives consume the food by its essence or aroma.

By far, the most popular offering is the sugar skull. These skulls are made into a sugar mixture and then pressed into a skull shape and then dried and iced with frosting. Although they are edible, most sugar skulls are used for decoration only. Sugar skull art is very popular in Mexico. The name of the celebrated deceased is written on the sugar skull and then placed on the altar.

Pan de muertos  or bread of the dead is also placed on the altar as an offrenda. It is a sweet, soft bread often decorated with pieces of dough shaped likes bones. These bones represent the dead loved ones and there is also a tear-shaped piece of dough baked on the bread. The bread is often flavored with anise seeds or orange flower water.

Marigolds are in bloom in Mexico at this time of year and are also placed on the altar.

Although at first glance Halloween and Day of the Dead seem similar and both are rooted from early cultural beliefs about death and Christianity, unlike Halloween, the Day of the Dead celebrants don’t view the spirits as malevolent; they welcome and celebrate them. Day of the Dead is not at all scary. It is joyous, loud and especially colorful!


¡Feliz Día de los Muertos!

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