Top misconceptions in language translation for business

Translation of your business messages into foreign languages looks easy these days with the Internet at your fingertips and bilingual friends on call. 

However, often these friends will translate your messages into the foreign language quite literally.  They will take your words and pose the exact referenceable words against them.  They will not rephrase them to make them more readable, nor check the grammar, sentence structure, vocabulary and expressions that might be local to a particular market.

When you write for a country or region of the world, you must localise the meanings and intents of metaphors and statements and make your words natural to the reader in order to be taken seriously as a real business constituent.

When you think about it, translating an important business message using the wrong tools could frankly be very dangerous.  For example, Julia Gillard’s Chinese version of Australia in the Asian Century contained broken sentences, grammar and syntax errors, inappropriate vocabulary and incomprehensible expressions, leading many to question how it was prepared.

The Australian newspaper reported that "It is reasonable to suspect that the person who translated this white paper relied heavily on Google Translate, not their Asian language skills."

Further to this, modern day machine translation systems (MT) have become much more advanced than the capabilities offered online, and can recognise common linguistic differences in a way that Internet systems cannot.

Today, we break down some myths and mysteries to explain what you really should know when considering translation for business purposes.

1. There is a lot more involved in high quality translation than you think

You may think that you just need a translator but in essence, to guarantee high quality materials, you will need a lot more. International campaigns, documents, collateral and websites will not only involve translation, but localisation, checking, revision, editing as well as desktop publishing and file handling.

Think about how long it took you to create that English brochure? Materials created for a foreign audience will require a little more care in their preparation. You will often need a second pair of eyes, an industry expert to verify terminology, and an editor for final publication. Also, you will often need project management to handle your file formats, connection to your content management system and your internal systems.

2. Bilingual friends or colleagues could do more harm than good

Translating business documents or marketing materials through bilingual colleagues or friends can be dangerous, as they might not be familiar with the subject area or could be from another region of the country you are translating for. Or, they might be native speakers, but do not have an excellent command of the language, or they might know enough about the subject matter, but their feedback might not be relevant or helpful.

Don’t get me wrong, there is a very useful place for these bilingual contacts, but they need to be given clear and precise instructions when translating business and marketing documents. Questions like "Is the message getting across?", "Does the translation use the right language for the target market?",  "Could messages be misinterpreted?" –  instead of just “ What’s your opinion?” – should be asked.

3. Machine Translation is more than Google Translate

You may think that Machine Translation (MT) systems are just a version of Google Translate, but in fact, the term refers to professionally programmed IT translation engines, trained for a specific technical subject, trained with millions of approved TMs (translation memories) and fed with a high volume of technical data to be able to produce a fast and pertinent output against a source text that has been written specifically for MT purposes.

The translated text is then still revised by human “post editors”. The use of the tool enables people to be more efficient on repetitive tasks that can be automated, and to use the skills of high quality translation professionals for more complicated translations.

MT is not to be confused with Translation Management Systems. These handle complicated file formats and can hold translation memories of entire segments of translated text in a database. They assist the translator to achieve consistency when similar terms and contexts come up again in future translation and can often save you, the client, money when many repetitions occur in high volume texts.

4. A back translation will not give you the full message

An ad agency was recently outraged when they used back translation to have a German translation translated back into English, and read that someone was "going to eat a broom"!  You see… pigs fly in the English language, but Germans will eat a broom if they don’t believe something will happen. It is because of these nuances that back translations should not be used to measure quality. Back translation should only be used in rare circumstances and done by a language professional who knows how to interpret the results. Independent checkers, focus group testing, community feedback and industry editors are a much more efficient way to ensure quality of the intended message.

5. High quality input gives high quality output

You may be committed to getting high quality translation, but if your own message is not clear from the start, it is difficult for the translator to guess what you mean and transmit it.  For best quality, a clear source text must be provided and translators should be equipped with as much information as possible such as background, style guides, related articles, links, glossary lists, anything you have to ensure the translator fully understands your subject and your message.

6. Don’t mix and match your translators

Translators become familiar with your style, terminology and subject area. So, if you have a good one, stick with them and train them to your needs. Even if you have glossaries and style guides, consistency is best achieved by continuing to work with those who are familiar with your content.

Using various different providers can result in mixed messaging and less efficiency in your translations. Very often, changes in translations are a matter of personal preference or ignorance on background knowledge, and you may find yourself spending a lot of time just redoing the versions, when it was often only matter of opinion.

As you can see there are many considerations in getting the quality right when translating for business. With translation, it can sometimes be a bit like picking up your car from the garage and wondering… what did the mechanic really do? But of course, there are varying degrees of services that can be applied for different types of outputs required. A high quality provider can show you the options and guide you through the process to ensure that your message hits the mark with your target audience.

Written by Tea C. Dietterich, Director of 2M Language Services. 
P: +61 7 3367 8722
W: 2m.com.au
E: multimedia@2m.com.au

Double whammy for Australian retailers?

This article was prepared by Freight & Trade Alliance and does not reflect the opinion of the Export Council of Australia (ECA). The ECA understands that these are difficult and complex issues and concerned parties should seek specific advice for their circumstances.

The Australian public has widely embraced Internet trade … and why wouldn’t they?

The dollar has been strong, consumers have a global reach for product selection, the express logistics sector deliver an amazingly efficient service and low value items (under $1000 in value) are free of any government imposed Import Processing Charges, GST or duty.

It is no wonder that traditional retailers have been affected by this.

Retail associations have responded by lobbying for a “level playing field” and forcing the federal government to re-examine the quantum of the threshold and associated implications of such a reform.

Whilst a reduction in the threshold may not be a vote winning move, it would certainly be a more equitable arrangement for the trading sector and would also return considerable GST revenue to state governments.

As well as lobbying the threshold issue, it is a credit to Australian retailers that they have also looked to modernise their practices to remain competitive. One business model adopted has been to centralise overseas distribution centres.

In effect, this has built on an existing and legitimate commercial practice commonly referred to as “assembly order” where multiple suppliers bring cargo to a DC for “pick and pack” to Australia.

As outlined in recent notices to Freight & Trade Alliance (FTA) subscribers, the Australian Customs and Border Protection Service (ACBPS) are now flexing their compliance muscle wanting these consignments to be “split” with a separate cargo report for each supplier.

The reason for forcing this practice is that their Integrated Cargo System (ICS) cannot adequately deal with this scenario of allowing multiple suppliers on a cargo report. This has been a known problem since mid-2005 prior to the system going “live”. Rather than fixing the system over the ensuing 8 year period, the solution now being mandated by Customs is for industry to change their commercial practices.  

Freight forwarders will now have to cut multiple house bills of lading / air way bills (or use some other form of approved document to complete this mandatory data field) and customs brokers will be required to complete multiple import declarations. This gets really exciting when you keep in mind that the already high Import Processing Charges are likely to further increase from 1 January 2014. 

On one hand, ACBPS is leading the way by announcing their “Blueprint for Reform 2013 – 2018” on the other they are still hamstrung by flaws in the ICS.  

The result is that Australian retailers are facing a “double whammy” of competing against Internet trade and are now also facing limitations to legitimate contemporary global supply chain practices.

FTA and the Australian Federation of International Forwarders (AFIF) have provided a formal submission to ACBPS making two key recommendations:

1. Enhancement to the ICS would have the benefits of:

• providing transparency to ACBPS of suppliers’ details;
• avoiding the complexity of dealing with piece counts of packaged consignments;
• negating the need for industry to dismantle existing business models; and
• minimising any increase in supply chain costs.

2. A compliance moratorium is desirable and appropriate until further industry engagement has been completed and ICS functionality is enhanced. We recommended that ACBPS follow this approach with an “informed compliance” campaign to ensure that (a) industry is fully aware of requirements and (b) are operating on a “level playing field”.

It is important to note that despite the ongoing efforts of both FTA and AFIF, currently no moratorium applies.

The ACBPS has received support from other industry representatives who have publicly stated a view that a moratorium is unnecessary and would create further uncertainty for industry. A collaborative approach between these parties has also resulted in the development of a fact sheet in an attempt to address industry’s concerns and to form the foundation for a compliance framework.

Both FTA and AFIF were subsequently asked for our responses to the final draft of the fact sheet and have provided commentary. The final release of the fact sheet provides 10 models which do not include all scenarios or operational issues which FTA and AFIF brought to the attention of ACBPS - the final fact sheet has been released and is available via the FTA Feature Artile at www.FTAlliance.com.au

For further information / clarification, ACBPS have noted that industry should contact the Customs Information and Support Centre on phone 1300 558 099 or email: cargosupport@customs.gov.au

COMMENTARY

The fact sheet, whilst providing some clarity of ACBPS compliance expectations, does not address all operational issues. FTA and AFIF remain committed to reforms in line with its formal submissions.

The scenario of assembly order / multiple supplier import practices highlights an opportunity to enhance ACBPS systems’ capabilities and to integrate reforms with other global initiatives whilst facilitating contemporary logistics practices.

FTA and AFIF will continue to liaise with trade groups and ACBPS to use this issue as a catalyst to give the ACBPS Blueprint for Reform 2013 – 2018  some early momentum and the opportunity to evolve towards a longer term outcome of having in place world leading cargo management systems and strategies.

Paul Zalai – Director FTA

Freight & Trade Alliance (FTA) Pty Ltd
(ph +61 2 9975 1878|È mob +61 408 280 123
Ê www.FTAlliance.com.au |* pzalai@FTAlliance.com.au

 

FREIGHT AND TRADE ALLIANCE (FTA) PTY LTD
FTA represents a cross-section of international freight logistics and import / export trade entities forming an influential advocacy alliance.
As your business partner we ensure that you are at the forefront of all emerging supply chain issues through our responsive operational support, professional development training, pertinent industry updates and corporate events.
For further details please refer to WWW.FTAlliance.com.au

Export Council of Australia's Trade Policy Recommendations to Government -International Competitiveness Begins at Home

The Export Council of Australia released their Trade Policy Recommendations to Government. These recommendations highlight the importance of trade to the Australian economy and the dire need for Government to address the impediments to trade which are hindering Australian business’ ability to compete internationally.

The purpose of the recommendations is to demonstrate that trade is a key driver of jobs, innovation and long term prosperity for Australia and, therefore, trade considerations need to be central in determining Australia’s domestic economic policy settings. The document demonstrates the need for the Government to review its Trade Policy direction in order to reduce the potential for market failure. The following five key issues form the core of this paper:

• Competitiveness: Highest on the agenda is the need for Australia to successfully compete in a rapidly evolving global market place – Being competitive is a must, not an option
• Infrastructure: The need to address Australia’s ageing commercial soft and hard infrastructure – It’s time for an innovative approach
• Trade Promotion: The need for significantly greater investment in cohesive trade promotion and research with a nationally driven agenda – The more we put in, the more we get out
• Bipartisan Collaboration: Ensuring greater bipartisan collaboration between political parties and Government Agencies, and between Government and Industry, focusing on long term sustainable strategies - Team Australia is the only way!
• International Engagement: Maintaining Australia’s strong high level multi-lateral participation, strengthening existing bi-lateral trade agreements, expediting new bi-lateral arrangements and importantly instilling a deeper trade culture in DFAT – If New Zealand can do it why can’t we?

“Australia is a country of 23 million, which is a drop in the ocean when you consider that the world population now stands at over 7 billion people. The opportunities for Australian business have never been more apparent but the competition in the international market place has never been fiercer,” said Ian Murray AM, Executive Chairman of the Export Council of Australia.

The backbone of the recommendations the ECA have put forward to Government is the imperative that trade considerations be central in determining Australia’s domestic economic policy settings. “Too often trade is positioned as being shaped only by external influences such as Free Trade Agreements (FTAs) and the World Trade Organisation,” said Mr Murray. “The truth of the matter is that international competitiveness begins at home, right here in Australia. What we, the Export Council are trying to get across to Government and to the people of Australia, is that Trade is a domestic economic issue-and one that cannot be ignored because it creates jobs, promotes innovation and generates long term prosperity.”

Australia’s competitors, including the Canada, the USA, New Zealand and the UK, are continually being ranked ahead of Australia in terms of competitiveness and efficiency when it comes to the trade and the ease of doing business. “If we don’t do anything about removing inefficient red and green tape, improving our infrastructure and addressing trade facilitation issues, Australia is going to fall even further behind and catching up will be an arduous task,” said Mr Murray.

To view the Trade Policy Recommendations, please click here.

To join the debate online, please click here 

Atradius - Key to Business Success in Mexico

Sydney, Australia 9 August 2013

In line with the ‘Trade Successfully With…’ series, Atradius has now released the recording of the ‘Key
to Business Success in Mexico’ webinar which is available to view for free.

A panel of experts on Mexico’s economy, business culture and law cover the opportunities and the
logistics of trading in Mexico in a lively debate designed to help businesses make their mark there.
The discussion is led by award winning financial journalist and broadcaster Adam Shaw.

Mexico is an accelerating economy. It is Latin America’s 2nd largest with a growing middle class that
has an increasing demand for luxury goods. With 150 million people and an economically stable
market, consumers now have more money to spend. Consumer spending is forecast to increase by
32% between 2013 and 2017.

As an emerging market, Mexico has signed 43 trade agreements with different countries making
Mexico a more appealing and competitive market to do business with. The reform of the
telecommunications market sector offers opportunities for foreign providers.

The webinar discusses the key factors for doing successful business in this market, including having a
local representative on site in Mexico.. There are 31 different states in Mexico all with different cultures,
rules and regulations which are just some of the key reasons a local representative is crucial to get
ahead in this market.

As always in the series there is also an accompanying special report ‘Trade successfully with Mexico –
10 Important Principals’. The report looks at ten principles that those seeking to expand their sales
strategy into Mexico should follow to avoid the many pitfalls of trading in untried territory.

To download the report, click here

If you have any questions or comments in regards to these publications or the webinar please contact
us at oceanianews@atradius.com.au

About Atradius
The Atradius Group, a company of Grupo Catalana Occidente S.A., protects businesses against trade
credit risks throughout the world with credit insurance, bonding, and collections services offered in 45
countries. With total revenue of EUR 1,554 million and a market share of approximately 31% of the
global trade credit insurance market, Atradius’ products contribute to the growth of companies throughout the world by protecting them from the payment risks associated with selling products and
services on credit.

Contact Details:
Level 14, 1 Market Street
Sydney  NSW 2000
Phone: +61 (0)2 9201 2389
Fax: +61 (0)2 9201 5224
Website: www.atradius.com

Atradius Country Report: Czech Republic July 2013

Summary of Report

Low demand from EU partners continues to hit exports

• Austerity measures hit domestic demand
• Export growth is forecast to slow down
• However, budget deficit targets will be met in 2013
• Construction and textile sectors remain in trouble

General Information

• Capital - Prague
• Government type - Parliamentary democracy
• Currency - Czech Koruna (CZK)
• Population - 10.6 million
• Status - Upper middle income country
•  (GDP/capita: US-$ 18,037 in 2011)

Main import sources (2012, % of total)

• Germany - 25.2%  
• China - 11.1%
• Poland - 7.1%
• Slovakia - 6.0%
• Russia - 5.6 % 

Main export markets (2012, % of total)

• Germany - 32.4%
• Slovakia - 9.0 % 
• Poland - 6.1 %
• France - 5.1%
• UK - 4.8 %

After a 1.2% year-on-year contraction in 2012, the Czech economy continued to shrink in early 2013:
by 2.2% year-on-year in Q1 (down 1.1% on the previous quarter), with GDP forecast to decrease 0.8%
in 2013 after its 1.2% decline in 2012.

The continued weak economic performance is partly the result of austerity measures. Tax increases
and public sector cuts have lessened the purchasing power and confidence of both households and
businesses, with a consequent impact on domestic demand. Private consumption is expected to
increase only slightly - by1.2% - this year after a 2.6% decrease in 2012, while lower government
spending will continue to have a negative effect on growth. Industrial production will level off this
year after a drop in 2012, investments will continue to decrease.

At the same time, low demand from EU trading partners will continue to hit exports. At more than
75%, the Czech Republic’ export-to-GDP ratio is one of the highest in the EU, making it especially vulnerable to trade losses.

To download the full report, please click here.

Atradius Country Report: Japan July 2013

Summary of Report

General Information

• Capital - Tokyo
• Government type: Parliamentary government with a constitutional monarchy
• Currency - Yen (JPY)
• Population - 127.6 million

Still obstacles to a comprehensive rebound

• Massive quantitative easing and fiscal stimulus will spur growth in 2013 and 2014
• However, the budget deficit is likely to exceed 10% of GDP in 2013
• Business insolvencies expected to decrease 2% this year

Main import sources (2012, % of total)

• China - 21.3%  
• USA - 8.6%
• Australia - 6.4%
• Saudi Arabia - 6.2% 
• United Arab Emirates - 5.0%
• South Korea - 4.6%

Main export markets (2012, % of total)

• China - 18.1%
• USA - 17.6% 
• South Korea - 7.7%
• Taiwan - 6.2%
• Thailand - 5.5%

To download the full report, please click here.

IP Australia: Economic Opportuntities in Asia

The role of intellectual property in capturing economic opportunities in Asia

Asia is one of the most important opportunities open to Australian businesses. If we play it right, there are numerous ways innovative enterprises can use their intellectual property to help Asia solve some of its most pressing issues, including food security, energy and environmental challenges.

At the recent IP Forum hosted by IP Australia, Scott Bouvier, a partner with law firm King Wood and Mallesons, outlined the Asian context for Australian firms wishing to expand into Asia. As he noted in his address, given he works for an entity that combines established law firms in Australia and China, he is uniquely positioned to reflect on the potential for Australian businesses to use their intellectual property to expand their operations across Asia.

THE POLICY CONTEXT

Certainly, the policy framework is in place to help support Australian businesses wishing to leverage their intellectual property into Asia. Central to this is the Federal Government's Australia in the Asian Century whitepaper, which acts as a comprehensive roadmap to increase engagement between Australia and Asia.

The paper sets out five pillars of productivity, of which innovation is one. As Bouvier notes, "intellectual property is a large part of innovation." Therefore, it will be key to identifying better ways of doing business, as well as developing new business models  and products tailored to Asian nations.

The second key policy initiative that will be central to Australian businesses capturing commercial opportunities in Asia, explains Bouvier, is the Federal Government's recently released statement on industry and innovation, "A Plan for Australian Jobs".

Part of the statement is a pledge by the Federal Government to set up Industry Innovation Precincts. The 'Manufacturing Precinct and Food Precinct' will likely be a springboard for Australian businesses to develop Asian-centric initiatives.

"Precincts will enable firms to collaborate and build scale with researchers and with each other to improve knowledge and skills, deploy technology, create new products and services and take advantage of business opportunities," explains Bouvier.

He believes the Industry Innovation Precincts will boost productivity by fostering clusters of innovative firms and encouraging better connections with Asian researchers and industries.

The third plank in the policy armour that will help shepherd the best of Australian intellectual property into Asia is the National Food Plan, which outlines the immense opportunity for Australian food exporters to Asia. As the paper notes, "By 2050, world food demand is expected to rise by seventy seven per cent in monetary terms. Much of this growth will occur in Asia where demand will double."

The food plan works in concert with the cross-border governmental study Feeding the Future: A Joint Australia-China Report on Strengthening Investment and Technological Cooperation in Agriculture to Enhance Food Security.

The report recommends the initial focus of technological cooperation should be sustainable agriculture, plant genetic resources, plant biosecurity, animal disease control and health, plant biotechnology, agricultural processing technologies, animal genetic resources, environmental remediation, remote sensing technologies for agriculture and supply-chain development and improvement.

"These policy initiatives focus on Australia being Asia's food bowl, in the context of a growing need for food security in Asia," explains Bouvier.

"There is a significant emphasis on innovation, collaboration and R&D with China in these policy initiatives. In my mind, this sets the scene for intellectual property to play an important role in developing Australian commercial initiatives across Asia," he adds.

THE INTELLECTUAL PROPERTY CLIMATE IN ASIA

Bouvier notes that across Asia, intellectual property laws are becoming stronger, and the number of patent filings is increasing, especially in China, Japan and Korea. "But there seems to be real challenges in turning innovation into commercialisation," he says.

Nevertheless, there is huge potential for Australian firms to be part of the shift as the Chinese economy, which has traditionally been based on manufacturing, moves to a knowledge-based economy.

"What we're seeing is a shift from 'made in China' to 'designed in China', which is a reason why there is a focus on strengthening their IP laws," he explains.

Bouvier acknowledges counterfeiting, especially in electronics and pharmaceuticals, remains a problem. He stresses the ability to enforce intellectual property rights is improving in Asia, but points to the failure of foreign investors to establish rights in China as a key issue.

"Many fail to register their trademarks or patents, often turning a difficult enforcement situation into an impossible one," he says, adding that the "best solution is to file early and monitor carefully."

Of course, China is not the only Asian market to offer Australian businesses economic opportunities. As Bouvier notes, Japan is a key intellectual property market and there are more patents held in Korea than any other Asian country. There has also been a big increase in patent filings in India, but he says enforcing intellectual property rights is extremely challenging on the sub continent.

Overall, says Bouvier, the intellectual property system is strengthening in Asia, which is a positive for Australian businesses wishing to leverage their intellectual property in Asia. He also stresses that although it's easy to hold a stereotype that Asian intellectual property laws, as well as the enforcement system, remain difficult, the situation is rapidly progressing.

"Things are improving in Asia, a region that will be at the centre of the world's economy in twenty years. It's important to remember that even in Australia we don't always get it right. What's key is to focus on using our technologies to help Asia face its food, energy and environmental challenges. It's a great opportunity and it's important we don't miss it," he says.

To learn more about IP Australia, please visit their website.

IP Australia: The Future of Intellectual Property in Australia

The Australian Intellectual Property system is ranked in the top five systems globally.

Intellectual property remains an issue of national significance as Australia gears up to take its place in the ‘Asian Century’. Data shows the Australian intellectual property system is robust – as a nation our intellectual property system routinely ranks in the top five systems globally.

But our level of investment in intangible assets, which includes intellectual property, is far behind that of our tangible assets – things like roads, mines and buildings. In addition, although our innovation inputs - for instance patent filings - are high, our outputs and record when it comes to commercialising innovative activity could be better.

So what can we do to better support innovation and intellectual property in Australia? This was the central question that framed discussion at IP Australia’s recent IP Forum in Sydney.

Keynote speaker Christine Emmanuel, executive manager, intellectual property and licensing, CSIRO Operations, believes as a nation we could be better at talking about the value of innovation.

“We don’t have a good way of communicating value, as well as no way of talking about innovation in the language of the government.”

According to Emmanuel, this inability to adequately communicate around innovation is a problem when it comes to attracting investors to innovative projects, which is a reason why innovative businesses find it challenging to attract venture capital.

But importantly, as we resolve this and nurture our intellectual property system, we need to make sure we don’t give too much away.

“We need to have our scientists think about the value of innovation for our economy and our country. Scientists need to understand the value of their work from a commercial perspective. We seem to think scientists must have integrity and not bow to commercial pressures, but that’s nonsense. Both science and commerce should be going in the same direction. We need to teach our scientists to work on problems that will create value.”

Another keynote speaker, Scott Bouvier, a partner with law firm King Wood and Mallesons, suggests to generate better business outcomes from the innovation process, intellectual property advisers need to become better business advisers.

“Advisers need to broaden their role so that they understand the commercial context and to develop intellectual property within that context. Intellectual property advisers also need to be working with clients on commercialisation strategies,” Bouvier argues.

Nevertheless, another keynote presenter, Christine McDaniel, deputy chief economist, IP Australia, says we should not take for granted that our intellectual property system is well-functioning. The fact it’s possible to obtain high quality patents, which can be opposed and defended, within a transparent intellectual property system is a situation to which many countries aspire.

As to how or even whether our intellectual property system needs to be improved, McDaniel says “it’s a reasonable goal just to maintain the system.”

So what’s the place of government in encouraging investment in innovative activities? According to McDaniel, governments have a role in helping new, innovative firms enter the market, as well as in promoting innovation in existing firms.

Public sector involvement in innovation can take a number of forms – it can include support of ongoing research and development, acquisition of external knowledge through activities such as buying patents, as well as encouraging new business processes and new ways of organising people.

McDaniel says according to OECD figures, the Australian government is already a strong supporter of innovation. Data suggests sixty per cent of large firms receive support for innovation and twenty per cent of small firms receive government support to be innovative.

“But the question is whether we’re doing it the right way – how do we know whether we’re giving financial support to the right firms? It’s very hard to pick winners,” she states.

According to McDaniel, a new way of approaching this challenge is for governments to invest in performance-based innovation. So the idea is that if an innovative firm receives government funding, if it can demonstrate it is performing, it will qualify for further government support.

“But the challenge is how to measure performance – this is the big question,” says McDaniel.

She says there is also a role for governments in providing opportunities for innovative firms to be networked through trade shows, to assist in the collaborative process.

“Governments can help create the circumstances for firms to collaborate, but ultimately collaboration happens at the individual firm level.”

Emmanuel says as a nation we’re actually good at collaborating. “We do that well and to innovate you have to collaborate – no-one can innovate in a silo. Scientists are always sharing information at conferences and sharing information across universities, as well as travelling overseas to collaborate. So we’re seeing that activity – it’s just whether this translates into value.”

Bouvier says the intellectual property sector must work from more of a position in which intellectual property portfolios are created with the purpose of attracting investment.

“We need to understand investors’ drivers and look for collaboration based on intellectual property. By doing that we will be able to improve the services we provide to the sector and also improve innovative outcomes. Businesses need a mix of skills to be able to translate innovation into commercial results and advisers need the right skills to assist in this process.”

Fundamentally, says Bouvier, intellectual property needs to be properly structured so investors can securely invest. “Poor decisions about the way intellectual property is structured are very hard to undo and investment deals can die just on the terms of licenses.”

“We have undertaken the right steps to reform the industry. Our IP system is highly regarded. We have the right framework and what we need to do now is work more effectively within it,” he says.

For more information about IP Australia, please visit their website.

Atradius Payment Practices Barometer Eastern Europe

Atradius International survey of B2B payment behaviour - June 2013

Eastern Europe is heavily influenced by the weak economic conditions in the Eurozone. In particular, countries like Poland, Czech Republic, Slovakia and Hungary, which are nearer to the borders of the Eurozone, are affected by the continued financial constraints experienced by their neighbouring economies, which also puts pressure on their cash flow levels. The increase in long overdue receivables is also contributing to the increase in the value of receivables write offs reported by Eastern European respondents.

Core results:

•  29.4% and 21.6% of the total value of the invoices issued by Eastern European respondents to their domestic and foreign B2B customers respectively are overdue
•  B2B invoices in Eastern Europe are more likely to be paid late due to liquidity constraints of domestic (79.6% of respondents) than of foreign customers (53.2%)
• Uncollectable B2B receivables increased markedly over the past year, particularly in relation to export trade
• Around 45% of the respondents in Eastern Europe become concerned when average DSO is 46 days to over 90 days longer than the average credit period extended to B2B customers
• The majority of Eastern European respondents consider falling demand of products and services and maintaining adequate cash flow to be the biggest challenges to the profitability of their businesses this year

To view the full report, please click here.

For further information:
Atradius Credit Insurance N.V.
5/22 Pitt Street
Sydney NSW 2000
Phone: +61 (0)2 9201 2389 
Fax: +61 (0)2 9201 5224  
Website: www.atradius.com 

Messaging to Multicultural Australia

Author: Tea C. Dietterich 
Director of 2M Language Services
2m.com.au
Ph: +61 7 3367 8722
E: multimedia@2m.com.au




One in four Australians were born overseas, and there are more than 22 million people in our country who all contribute different ideas, religions, languages and customs. The diversity of these people makes Australia a unique place to live and creates multiple and versatile markets for our products and services.

I often talk about international marketing and how to reach your global markets. But we should not forget that LOTE (Languages other than English) speakers have strong purchasing and decision power in Australia, too, and any business would want to get the right messages across to them.

Nelson Mandela said: “If you speak to a man in a language he understands – it goes to his head. If you speak to him in his own language – it goes to his heart.” 

The same applies for our multicultural Australian audience. Although the majority do speak English, it is ideal to talk directly to your customers in their own language.

Whether you are a private or public institution – the aim is to get the right message across to your key audience.

Here are some basic facts on Australia's diversity:

• Since 1945, more than seven million migrants have made Australia their home.
• Around 45 percent of Australians were born overseas or have at least one parent who was born overseas.
• People from more than 200 countries make up the Australian community.
• The top ten countries of birth in Australia are: Australia, the U.K., New Zealand, China, India, Italy, Vietnam, Philippines, South Africa and Malaysia.
• Australians practice more than 100 religions including Christianity, Buddhism, Hinduism, Islam and Judaism.
• More than 300 languages are spoken in Australian homes; the most common apart from English are Mandarin, Italian, Arabic, Cantonese, Greek, Vietnamese, Tagalog/Filipino, Spanish and Hindi.

The changing mix of origins of Australians is always a topic of interest in every Census. We often quote the above statistic that a quarter of the population was born overseas. That figure hasn’t changed much over the years; however what has changed is how that quarter is made up. See details in the below migration chart which shows that the largest increase has come from India and China.

 

Translating for multicultural Australia
When you are translating for multicultural Australia, you are reaching out to Culturally and Linguistically Diverse (CALD) Communities. But before you begin, it is imperative to identify your readership.

Are you a City Council with information for retirees? A Health Department with a brochure for mentally ill? An Internet Service Provider with a website for all age groups? A manufacturer with a product suitable for the Asian Australians? The answers to these questions will help you to frame your messaging and your tone.

How long have they been here?
One example segment could be Italians who have lived in Australia for 50 years. Their terminology and key word usage is very different to Italians in their native country. Their home is Australia, and they are Australian – so, your messaging cannot be compared to what it would be if you were addressing their compatriots in their birth country. A competent translator in the origin country might do an outstanding job translating the text, but will still not give the right message to the Australian multicultural reader, because it is not using their language. Locally known keywords, names or government programs will often stay in English, because that is how they are known - whereas for overseas markets, the translation approach would differ.

What is their age group?
Closely related to above point, the age group will determine the type of language to be used. Tone of language has to be adjusted. This applies to translation in general and is particularly important, as the language of older migrants may not have evolved naturally due to their distance from their birth country.

What is there education level? 
The tone of the translation should be dependent on your target audience, whether it is plain and simple, sophisticated or somewhere in between. The demography and geography of your target audience should also be noted. Convoluted sentences that are often found in lengthy government documents may be a challenge. Essential messages should be portrayed in the right terms for the audience, so that they completely understand.

Consider their health
CALD communities are an important target audience for health departments in government levels as well as for health device manufacturers. The language to be used will differ considerably here as well, depending on the target group. For example, is your health brochure for the mentally ill, or directed at people prone to sports injuries, or at the wide variety of CALD public groups?

What should be left in English?
Often, the question of where and when to use English in key phrases, is a matter of personal preference. For this reason, it is important to establish a style guide from the beginning to determine which terms are left in English and which are to be translated or explained. This can differ from language to language. In German for example, English terms are frequently used and accepted without an explanation. This is contrary to Arabic, where often everything will be translated, numbering included.

However, it is important to note that it is logical to leave the English words in for many instances. This is so the LOTE speaker knows which words to use when they come across that situation in their Australian daily life. It applies in everything from health programs to transport options and everything in between.

Language specific differences
There can also be many subtle differences within a language group. Just to name one example: Serbian can be written in Latin (Roman) or Cyrillic script. Which one should you use?

This proves that you need to check your target audience closely and don’t assume anything.

As you can see, there are many differentiators when translating for CALD communities, and this also includes the design aspect (i.e. which images and symbols to use). It is important to remember that Australia contains a very large multicultural audience that needs to be communicated with in the right way.

In return, we can harness this vital part of our community to share information and knowledge, and to market our products and services.

The European Union’s new Cosmetics Regulation (EC 1223/2009)

On 11 July 2013, the European Union’s new Cosmetics Regulation (EC 1223/2009) will replace their existing Cosmetics Directive (76/768/EEC).  This new rule will now apply to all EU member states.  The following points outline the upcoming changes to regulation and how to comply with the measures when exporting cosmetics to EU markets.

1. Product classification

EU law defines a cosmetic product as, “any substance or preparation intended to be placed in contact with the various external parts of the human body or with the teeth and the mucous membranes of the oral cavity, with a view exclusively or mainly to cleaning them, perfuming them, changing their appearance, and/or correcting body odors, and/or protecting them or keeping them in good condition.”

For more on product classification, refer to the Manual on the Scope of Application of the Cosmetics Directive: http://ec.europa.eu/consumers/sectors/cosmetics/files/doc/manual_borderlines_version50_ en.pdf

2. Ingredient legality

The new Cosmetics Regulation lays out restrictions for special ingredients through a set of Annexes:

•  Annex II: substances prohibited in cosmetic products
• Annex III: substances subject to conditions and limitations
• Annex IV: permitted colorants
•  Annex V: permitted preservatives
• Annex VI: permitted UV filters

Review the restrictions here: http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CONSLEG:1976L0768:20100301:en:PDF

3. Product Information File (PIF)

The PIF is required for each product and discloses evidence of compliance to the Competent Authorities for their inspections.

The UK’s guidance document outlines how to prepare a dossier and safety assessment.  While it is not binding for other countries, pages 25-31 offer a good indication for a general template: http://www.bis.gov.uk/assets/biscore/consumer-issues/docs/guide-to-cpsr.pdf

Also, under the new Cosmetics Regulation, all safety information must be combined in a cosmetics safety report (CPSR).  Each product must have one as part of its PIF.  Refer to Annex I, page 21: http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2009:342:0059:0209:en:PDF

4. Responsible Person

Only products with a designated Responsible Person can appear on the EU market.  The Responsible Person must serve as the primary contact for product compliance and ensure its legal status by maintaining the PIF and safety assessment.  Their name and contact info will appear on the product label.

Usually, the Responsible Person is the EU manufacturer, distributor, or importer.

The consultants on this webpage provide “Responsible Person” services: http://export.gov/europeanunion/accessingeumarketsinkeyindustrysectors/eg_eu_044318.asp

5. Labeling

Both the container and packaging must clearly display the following information:

• EU address.  The name and address of the Responsible Person as well as where the PIF can be found.
• Nominal content.  Metric weight or volume at the time of packaging.
• Durability.  Expiration date information based on the nature of the product.

o   For products with shelf lives over 30 months, an “open jar” represents the maximum “period after opening,” and the figure below it (e.g. 6 months) is the product’s durability after it has been opened.

o   For products with shelf lives under 30 months, the “hour glass” accompanies the date of expiration.  The date must indicate the month and year or the day, month, and year, in that order.

•  Precautions for use.  
• Warnings and conditions.
• Batch number.
• Product use.
• List of ingredients.  List in order of descending weight at the time added to the product.  Use the nomenclature in the International Nomenclature of Cosmetics Ingredients.  Europe’s naming conventions can be found here: http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2006:097:0001:0528:EN:PDF 
• Nanomaterials.  Indicate the presence of nanomaterials with nano in brackets after the ingredient.
• Country of origin.

Label information must appear in the national or official language of the Member State where the product is sold.  However, the ingredients listing must still use International Nomenclature names.

For small packages, consider using a leaflet or card with the product’s labeling information.  The container and packaging must reference the leaflet or card with the “open book” symbol.  This exemption only applies to warnings, ingredients, and product use information; everything else must appear on the container and packaging.

6. Notification of authorities

Cosmetics do not require the CE mark used for EU products, but notification must still be given to the proper authority.  Products require notification before sale through the cosmetics products notification portal (CPNP).

The CPNP electronic system will replace the current mechanisms for notifying Competent Authorities and poison control centres.  Notification by the designated Responsible Person will become mandatory in July 2013. 

Products already notified at the national level prior to July 2013 must be re-notified to the CPNP.

7. Product claims

The EU has no precise guidelines for product claims (i.e. “organic,” “natural”).  They have a general good-faith requirement that, “labeling, marketing, and advertising of cosmetics products, texts, names, trademarks, pictures and figurative or other signs cannot be used to imply that these products have characteristics or functions which they do not have.”

If a product makes any such claim, the PIF must have information to support that claim.

8. Animal testing

The EU has prohibited animal testing since 2009.  An exception was made until 11 March 2013, but only for products tested for repeated-dose toxicity, reproductive toxicity, and toxicokinetics.

9. Marketing and sales

The EU has rules for internet marketing, internet sales, and direct sales:

• Internet marketing.  The e-commerce Directive (2000/31/EC) imposes business requirements explained here: http://ec.europa.eu/internal_market/e-commerce/index_en.htm
• Internet sales.  The Directive on Distance Selling to Consumers (97/7/EC, amendments) creates obligations for internet venders.  See http://ec.europa.eu/consumers/cons_int/safe_shop/dist_sell/index_en.htm and http://ec.europa.eu/consumers/rights/gen_rights_en.htm
• Direct sales.  Specific rules apply for sales involving unsolicited visits.  See the Directive on consumer protections in contracts negotiated off business premises (85/577/EEC): http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:1985:372:0031:0033:EN:PDF

10. Trademark protection

To register a product trademark, apply online through the Office for Harmonization in the International Market (OHIM).  For more information on European trademarks: http://oami.europa.eu/ows/rw/pages/CTM/regProcess/regProcess.en.do

More Information

This summary is based on information provided by the U.S. Commercial Service in “Steps to Exporting Cosmetics Products to the European Union,” May 2012.  The U.S. Department of Commerce does not claim responsibility for actions taken by readers in response to this information and recommends that readers conduct their own due diligence before entering into business ventures.  Email them at Office.BrusselsEC@trade.gov

More information for U.S. suppliers: http://export.gov/europeanunion/accessingeumarketsinkeyindustrysectors/eg_eu_044318.asp

Cosmetics Regulation (1223/2009): http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2009:342:0059:0209:en:PDF

European Commission website on cosmetics safety: http://ec.europa.eu/consumers/sectors/cosmetics/index_en.htm

Japan Market Update

Snapshot:

Population: 27.9 million
Nominal GDP: US$5.8 trillion
Nominal GDP p/c: US$45,920 (2011)
GDP Growth: -0.6% (2011); 2% (2012)
Exchange rate: AU $1 = 90.79 Yen (June 2013)
Major industries: Automobiles, consumer electronics, computers, refined petroleum and civil engineering equipment and parts
Exports to Japan: AU $ 53.1 billion (2011-2012)
Imports from Japan: AU $22.5 billion (2011-2012)

Bilateral Trade Relationship

Japan is the third largest economy in the world in terms of GDP and is characterised by a democratic, constitutional monarchy, respect for the rule of law and commitment to regional security. Japan’s large population and significant number of wealthy, highly educated citizens, makes it one of the world’s largest consumer markets in the world.

Australia and Japan share a strong bilateral relationship which is built on mutual interests, especially in the area of trade. Japan is Australia’s second largest export market. In 2011-2012 exports to Japan were valued at $53.1 billion or 16.8 per cent of Australia’s total exports. Japan sits behind the USA and the UK as Australia’s third largest foreign investor, with investments in 2011 totaling roughly $123.4 billion, of which over 40% was foreign direct investment.

In terms of merchandise trade, Australia’s key exports to Japan are coal, iron ore and concentrates, beef and copper ores and concentrates. In services, personal travel (excluding education) and transport contribute the largest amount in export value. Japan’s key imports into Australia are passenger and goods vehicles, refined petroleum and civil engineering equipment and parts.

Trade Agreements

A Free Trade Agreement (FTA) between Australia and Japan has been under negotiation since 2007. The last formal negotiating round was held from 13-15 June 2012 in Tokyo. However, significant progress has been made since that time and the finalisation of the agreement is said to be imminent.

Two key benefits of the FTA would be reduced tariff and non-tariff barriers to trade and expanded export opportunities for trade in the agricultural sector which is currently quite regulated.

In April 2013 the members of the Trans-Pacific Partnership (TPP) formally invited Japan to join negotiations. Japan will join Australia and 10 other nations already in talks on the TPP: the United States, Canada, Mexico, Peru, Chile, Vietnam, Malaysia, Singapore, Brunei and New Zealand. A deal is hoped to be reached by the end of 2013.

Japan and Australia also sit on a number of regional forums including APEC and ASEAN.

Economic Outlook

There are three key factors that could impact on Japan’s economic outlook moving forward. These include:

• The impact of the 2011 earthquake and tsunami which severely affected Japan’s global supply chains and has left the country with power shortages. Nuclear power constituted 30% of the total energy supply.
• Japan has an ageing population. By 2050, the population is expected to fall by 20 million from where it stands currently at 127 million. With fewer tax payers to fund the increase in expenses associated with an aging population, the government will be forced to increase taxes.
• The weak global economy is hampering the recovery of the Japanese economy following the devastating 2011 natural disasters. 

The Government is expected to continue with monetary easing in an attempt to stimulate the economy, and have increased their target inflation rate to 2 per cent. On a positive note, the weakening Yen is increasing competitiveness and analysts expect the strengthening of global markets, coupled with resilient domestic demand, will enable Japan to emerge from recession by mid-2013. Nevertheless, the future remains uncertain as the country faces an ongoing battle with deflation.

Doing business in Japan

The Japanese are very polite, and business etiquette is extremely important. Politeness, sensitivity and good manners are the pillars of Japanese business etiquette. When doing business in Japan, also take note of the following:

• Business cards should be printed with English on one side and Japanese on the other. It is not so important to have you address translated, more so you name and company name. Carry at least 100 cards for a one week business trip. Present your business cards with two hands and with the Japanese side facing upwards to the most senior member of the Japanese party first, bowing slightly as you do so. NEVER write notes on a Japanese business card, treat them with respect and store them away only after the meeting closes.

• English is not widely spoken in the business world so an interpreter is normally required 
• Japanese business attire is formal. Men should wear blue or black suits, a white shirt and subdued tie. Women should be conservatively well dressed, wearing either trousers or a longer skirt suit.
• When it comes to attending business meetings, be sure to arrive at least 5 minutes early and call ahead if you are running late. Wait to be seated. It looks good to take a lot of notes during the meeting at it shows your interest in the matter.
• Do not shake your hosts hand when first meeting as the Japanese seldom shake hands. Be pleasant and do not speak derogatorily about anyone, even competitors, be willing to learn and ask lots of questions (just not about their personal life).

Opportunities for Australian Exporters

Prominent sectors including energy, education, food and agribusiness, have been identified as export growth markets. However, for Australian exporters, the focus should be on higher value-added and knowledge intensive sectors such as the life sciences, information technology, nanotechnology, aerospace and environmental technologies. These sectors are seen to offer the most promising prospects for exports growth to Japan.

• Opportunities in niche markets for exporters also exist in the following areas: 
  
• biotechnology and nanotechnology
• building materials and products
• bloodstock and equine industry
• creative industries including architectural design and arts
• clean technology and renewable energy
• education and training
• food and agribusiness
• health and lifestyle products and services
• mining
• energy infrastructure
• finance and investment.

Tariffs and Taxes

Japan has low or zero tariffs on most industrial products but maintains tariffs and restrictions on some agricultural items. Australian products enter the country at the lowest rate notified, with the exception of preferential rates, with a ‘self-assessment’ system designed to accelerate customs clearance allowing prior calculation of duty by importers.