Once upon a time, the simple job of language service providers was rendering one language to another, but this took a 360 degree turn due to the digital transformation of content. Globalisation has arisen the need for businesses to localise their content to communicate across the rapidly emerging societies. To allow sharing of knowledge and diffusion of information across various cultures, interlingual communication plays a crucial role. Therefore, to overcome any barriers associated with communication, translation services come into play. The maturing online participatory culture gave birth to the explosion of digital content where both traditional human translations and machine translations are required to keep up with the pace.
Traditionally, translation was usually for well-defined genres of religion, politics and literacy. This gradually expanded to a more commercial context of business communications in the form of marketing materials, reports, financial documents, product descriptions as well as other genres including pharmaceutical documents, and scientific research. Consistent yearly growth is seen in the language services market which has arisen an unprecedented need to translate video games, digital website content and movie subtitles. To focus on various requirements of the audiences based in a wide geographic span, localisation of content is required.
Comparatively to traditional documents, the nature of digital content is more perishable since there is a regular need to update information with new press releases, blogs, videos and other form of digital content being uploaded continuously. Such technical content is a blend of sociocultural and linguistic information which requires to be localised with the unique requirements of various market regions. The diversity of content has increased immensely due to globalisation which expanded the international boundaries thus, resulting in more languages that require translation.
Slowly but surely, the concept of translation and localisation is finally understood by business across the globe. Individuals are familiar that digital content doesn’t only require Translation, but may also need Transcreation and Transcription. To move forward, it is therefore important to follow the current trends and work accordingly. It is a mission in itself to bring the paper information on an online platform and manage and adopt the technological trends in order to provide a good online experience to the customers/viewers. This digitalisation of transformation therefore brings out exciting opportunities in the booming market for language service providers to work with content centric global companies beyond their localisation requirements.