CSR is a pioneering designer and developer of silicon and software for the consumer electronics market. As part of their on-going development the company wanted to create a micro-site for their industry-leading aptX® technology.
The project involved creating a micro-site to highlight aptX® and bring the brand all under one roof. By combining newly written brand copy with existing product descriptions, videos, blogs and press releases, the micro-site would raise awareness of CSR’s market-leading offering to English, Chinese and Japanese speaking markets.
Global Lingo’s solution
Prior to the project commencing, Global Lingo built a roster of preferred Simplified Chinese and Japanese linguists for CSR to handle their standard and technical translations, as well as a team to take care of subtitling and captioning.
To complete the micro-site, the Global Lingo team would be entering the content directly into CSR’s Drupal content-management system – including all copy, meta descriptions and image alt tags. With the support of CSR’s web development supplier, our production team – including Chinese and Japanese native speakers – were trained to use the system, ensuring a fast deployment of translated copy.
CSR prioritised the copy they wanted on the site – around 50,000 words including 300 product descriptions as well as new copy. CSR released approved content in several batches for us to add to our workflow.
Translation production workflow
Each batch was supplied in Excel files, which our project managers analysed using Translation Memory tools. This analysis looks for segments of repeating text and highlights them for the translator. This improves the accuracy of translations, reduces the time needed to complete the project and lowers the cost of translation.
Following this analysis, the documents entered the bespoke translation workflow we created. This framework enabled us to track the progress of each section of the project and resolve any issues as they arrived – vital in a complex, multi-part translation project.
We also translated and subtitled the videos on the site. At the initial phase we then passed these files back to the web agency to upload to YouTube. We have since taken on this role ourselves in order to streamline the process.
Internal review and Quality Assessment
Liaison with CSR’s internal reviewers based in China and Japan was a vital component of this project. As the people on the ground who work with CSR’s products every day, they understand the language and terminology used by the business better than anyone. This is why in-country reviews of translations were built into our workflow. Once translated copy was reviewed by these teams, they were reviewed by our linguists to ensure that they were consistent with translations which had already been approved.
As part of the workflow we built in internal Quality Assessments, where our teams check the translations for consistency of language, layout and design. For this project we built in an additional ‘In-Context’ quality assurance phase; this involved our teams giving the site one last check to ensure that it works exactly as it should once the translated text had been uploaded to the Drupal CMS.
The project involved several organisations, so communication was vital. Twice weekly conference calls were held involving CSR, Global Lingo and CSR’s marketing agency and web developers to discuss major milestones, issues, developments and new learning.
In addition to these meetings the Global Lingo team were in constant contact with the marketing and web development agencies to resolve issues as they arose, without the need to involve CSR directly. This enabled the project to flow smoothly and avoid a bottleneck of endless meetings.
Delivering the project on-time
We’re pleased to say that the English, Chinese and Japanese versions of the aptX® website were published, as planned, on 30th December 2013.
Our team worked with CSR’s partners over the Christmas holiday sorting out last minute issues and adding up-to-date information.
Following the successful launch of the site, Global Lingo will continue to add around 20 new products a month to the Chinese and Japanese versions. Our teams will add translated terms and conditions, privacy policies, as well as blogs and press releases, as they become available.
“I couldn’t have been happier with the work carried out by Sophie and Jonny from Global Lingo. They agreed the project plan at the beginning and we didn’t miss a single day – not easy considering this was December. Sophie and Jonny are so lovely to work with, very dedicated, professional and at the same time fun people to be around – I love working with them. I couldn’t ask for more from a translation agency and we will certainly be working with them for years to come.” Senior Director of Communications
CSR is a pioneering designer and developer of silicon and software for the consumer electronics market. We help to transform the lives of motorists, music lovers, mobile phone users and other gadget-loving consumers.
CSR is dedicated to finding simple solutions to complex problems. Using our track record working with leading brands, our highly skilled engineers develop world-class technologies that realise the potential of a wide range of devices to make people’s lives and experiences easier, richer and more varied.
Our energies are focused on five sectors:
- Voice and music, including headsets, speakers and docks for high definition wireless experiences
- Location, helping to bring the outdoors in and allowing people to find their way around airports or shopping centres, for example
- Automotive infotainment, driving innovative solutions for the auto industry with the integration of smartphones and in-vehicle systems
- Bluetooth® Smart, capitalising on low energy connectivity for a range of devices
- Imaging (printers), delivering integrated connectivity, location and imaging
CSR is at the forefront of developing semiconductors and software for a host of world-leading technology platforms and standards, including Bluetooth®, GPS and other location technologies, FM radio, Wi-Fi®, Near Field Communication and numerous others.
As the demand for our products has grown, and the range of devices and applications proliferated, we have expanded into new markets including voice, music and gaming. To reinforce our commitment, we have acquired companies in these sectors including SiRF in 2009, aptX® in 2010 and Zoran in 2011.