International Roadtrip :: Leisure Software and Localization

from Gaming & Leisure Magazine

Winter 2017-2018

www.mygamingandleisure.com

Though I’ve spent many of my summer months on a golf course less than a mile from my boyhood home in Michigan (USA), I still find a round of golf to be one of life’s biggest challenges.  I have felt a bit “disabled” by the game of golf, often unable to control my shots.

Gaming & Leisure Magazine
Winter 2017-2018

With a lifetime in the leisure software industry (golf & spa), I found it a bit funny when I went to Google Translate to see how the system would translate “Golf Handicap”. A couple of options came up:  “Cacat Golf” in Indonesian, “高尔夫球障碍” in Simplified Chinese.  Cacat Golf in Indonesian translates back to “disabled golf” a translation that may have been more appropriate to my golf game than for use in golf club software.  高尔夫球障碍 in Chinese translates back to “golf ball obstacle”.

Based in Asia since 1998, I have assisted multiple companies in developing a multi-lingual, multi-national leisure management systems for golf and spa management.  The mission for each is that the systems must be be sensitive to language and cultural needs worldwide.

The firms have typically looked to translate their systems into a half-dozen languages in their initial phases, including Simplified Chinese, Traditional Chinese, Japanese, Korean Thai and Bahasa Indonesian/Malaysian.

My request for each is that their systemS would not rely on automated translation tools.  One of the early suggestions by an industry contact was “why not use Google’s tools to automatically translate the system into these languages.”  Knowing issues others have had with real-time online translations, I ran “Golf Handicap” through Google Translate simply as a demonstration.  When “Cacat Golf” in Indonesian, “高尔夫球障碍” in Simplified Chinese or “khuyết tật golf” in Vietnamese appeared for golf handicap  (“Golf Handicap”/ “Golf Disability”), it was clear we needed to rely on linguistics professionals to assist in the translations.

Though I am aware of issues with online translation programs, I do find that I use them several times a day for communications coming in from Vietnam, China, Korea and elsewhere.  Google Translate and other programs have allowed me to understand the general meaning of a message.  With all the terminology unique to the spa & golf industry, translations into multiple Asian languages is not something I’d leave to a general unassisted online translator.  We didn’t want the system “disabled” by improper translations.

Developing international leisure software and localisation

In developing software it is undoubtedly influenced by the culture and the language of the designers and programmers.  Extracting the culturally and linguistically dependent part of applications is part of the internationalization process.  Script-specific aspects (character encoding, character sizes, line size and spacing), cultural conventions, numbers and dates, icons and symbols, and the use of colour by technical designers are some of the issues in the localisation process.

New products should be enabled for localisation - designed in a way that make the systems culturally-independent.  These systems should be easily adaptable for customers within target markets whether it be Myanmar, Cambodia, Thailand or Argentina.

Software internationalization provides a framework for localisation.  It streamlines the process of designing and developing products with features and functionality that facilitate the adaptation of the product to targeted global markets.

Localisation is a different process however, as it takes a the internationalized software and adds features and functionality that match a specific culture and market.  The transparency of the local language, the translation of menus, messages, and online tutorials are issues that are addressed in a localisation process.

Localisation is a linguistic task because the translation requirement is not simply the substitution of one line of text with another.  During the process several pieces of text may need to be brought together, resulting in a more natural feel for the native speaker.

In developing the software we needed to be able to indicate the required text in a neutral way and then extracting the translation at the time the system is accessed, which in turn represents the intended meaning.  Producing the message at run time is a problem of language generation, given the elements of meaning and the rules of composition.

It is also a linguistic problem because many software packages capture and manipulate text that has been supplied by the users.  Examples of this are word processors and database management systems.  In using these packages we are frequently required to match text.  What constitutes an acceptable match depends upon the language.  We frequently ask for text to be sorted — sort orders are language and culture specific.  Software embeds assumptions very deeply — for example, hashing algorithms that will be constructed with the statistical properties of a particular corpus of words or names in mind.

Software localisation is also a tech issue because the system must be able to organize and isolate the linguistic components in a manner that allows them to be replaced and displayed.

If your first language is English, French, Russian, German, or Spanish, most of the software you use is likely in your native language.  For those whose native language is different from those, software in your own language is likely an exception to the rule.  Too often software developers assumed it was easier for Asian users to speak & read English than to create a version of their product in Thai, Japanese, or Chinese.

Localisation - Serious Business

Software localisation has become a serious business as users are demanding not only software in the major language of their country but also in the native languages in their region.  Part of the drive to localize software comes from the changing profile of computer users.  No longer is it just highly educated people using sophisticated software.  Today's computer users extend across all layers of society.  In the hospitality industry, a majority of the staff in the office, restaurant, spa and golf shop are local hires while management may be from overseas.  A localized version of the software significantly benefits both the local staff and overseas manager.

Smartphones have also helped advance the need for local language support throughout a management system.  Many of the spa therapists and club’s caddies use the mobile phone as their primary means of communication with friends and their employer.  Wherever the club may be located, it is a significant benefit to send schedules, updates and general news to the therapists, caddies and other staff in their native language.

Global Roadtrip :: An interview with David Kurniawan

Technology and reaching the market in China

Expanding hospitality and leisure systems into China has been a focus for many western companies through the past 20+ years.   Its a unique challenge that some companies are able to meet, while others struggle to find a footing.

Gaming & Leisure Magazine
Fall 2015

For the many who have failed to meet the grade, it comes from a misdirection in their focus.  Often the thought is that success in the west will bring success in China as long as a proper language-adaption is made

Companies that have been successful in making the transition into China however,  have found it’s much more than adaption to language differences.  It is also adapting to a very different set of cultural and business rules

Though the past 20 years, I have come across a dozens of people who have been able to adapt and thrive in China.   One of the more successful international golf club managers I’ve been fortunate to know is David Kurniawan, General Manager at China Hospitality Synergy (CHS).

David has been a successful manager of multiple golf clubs and resorts in China, as well as starting his own consulting firm.  I’m pleased to chat with him about golf & club systems in China, and how his background lead him here

David Kurniawan

[G&L] Where are most of the China clubs sourcing their management software systems from?  Are the systems coming from China or overseas?

[DK]  In China's golf clubs and city clubs, I must say that around 85% of the management software systems being used are locally developed solutions.  The simple reason is that the local software developer is familiar with the local policies in terms of taxation and invoicing.  It’s also easier for them to integrate with the other nationally accepted social media and marketing systems which are expanding very quickly in China.  Language is another issue, as most of the software users & operators are Chinese speaking people

[G&L]  What trends do you see in golf & club technologies regarding bookings, payment methods, etc?

[DK]  Banking system, social media and advertising through smartphone Apps are growing very fast in China.  This rapid growth continually affect the dynamic marketing strategies of the clubs and resorts in China. I believe, in the near future smartphone software development in China will be able to support the efficiencies of their management operations. As a growing number of middle level business owners are using smartphone Apps throughout their day, the development of such App will continue to expand

[G&L]  How have smartphones, tablet computers and social media impacted communications with

Tiantai Golf Club - 天泰高尔夫俱乐部
Qingdao, China 

members and guests?

[DK]  We cannot avoid this and we must adjust our vision to utilize these advanced technologies to support and improve our operations.  Communications with members and guests require these efficiencies now, so we must adjust in the near future.  All CRM ideas and efforts must be considering using and growing with smartphone technologies

[G&L]  Are there technologies on the horizon that you feel will benefit, or alter the way clubs manage?

[DK]  In China, the Wechat based application is very popular.   It provides many features needed to operate a golf club can be implemented easily and at a very reasonable price.  Some other new technologies are being developed by Baidu

Tiantai Golf Club - 天泰高尔夫俱乐部
Qingdao, China

[G&L]  We’ve met on numerous occasions in China and Bali to discuss efforts in China and throughout the region.  For our readers I’d like to cover some of your background on what lead you to China.   You’ve spent much of your career in hospitality management.  Could you give us a background on how you’ve got your start

[DK] I studied in Bali Tourism School (previous called BPLP) in Nusa Dua.  After graduation, I started my career with Hilton International opening the Bali Hilton as Front Office Manager. Hilton gave me many training experiences where I learned the principles of running 5 star hotels.  

Tiantai Golf Club - 天泰高尔夫俱乐部
Qingdao, China

Five years later, I thought that I would try a different experience by running boutique resorts which were at that time a new concept in Bali, pioneered by Amanresorts.  I joined its sister company called GHM (General Hotels Management) opening The Chedi Ubud as an Executive Assistant Manager.  Running a boutique hotel is a totally different approach than running big hotels like Hilton.

[G&L] Golf clubs and resorts have been a large part of your professional career.  How did that start

[DK]  GHM assigned me to be a Resident Manager to support the General Manager at its first operations in mainland China -- the Fuchun Resort. Fuchun Resort has villas, hotel and an 18-hole members only golf club.  GHM had 2 properties to operate in China, the Fuchun Resort in Hangzhou and a T8 Restaurant in Xintiandi, Shanghai.  Both properties were trendsetters for China's boutique resorts and restaurants.

Bayhood 9 Golf Club
Beijing, China

Though China is a huge country with massive developments in IT and real estate, back in 2000 they didn’t have any high-end resorts with a focus on the quality of service. They are a country with a rich culture, but hadn’t developed the levels of hospitality acceptable to international guests. Fuchun Resort and T8 offered the first resort in China with the higher international service level.  This was totally unique approach; for example, the resort offered simplicity in the experience of international living in China.  Aside from the expat, many of the wealthier Chinese  prefer to have luxury, glamorous and modern European lifestyl

I then built China Hospitality Synergy (CHS) in mid-2011, a company based in Shanghai. I am the Chairman and CEO of the company.  Our first project was in Qingdao where we took over the management of Tiantai Golf Club and Tiantai Hot Spring Resort.  CHS was the managing company of the golf club until end of 2014.

[G&L]  In the past, new clubs and resorts hired managers from overseas to assist in opening and managing clubs.  Is this a policy that has been changing?

Bayhood 9 Golf Club
Bejing, China

[DK]  I have been in China since 2000 and have witnessed rapid changes in resort and golf club development.  An increasingly greater number of the international resorts have localized their management team.   I believe this represents a growth in the knowledge and experience of locals in the hospitality industry.  Local management teams are now prepared to take over key positions throughout many golf clubs and resorts.  There are some international resorts that still prefer to hire international talents as the General Manager.   In resorts and clubs where most of the customers are locals, I tend to agree that the management opportunities should be offered to qualified locals

[G&L]  We appreciate David’s insight into his years of experience in the Asian golf & resort market, where it was fifteen years ago and where it is now.  China particularly is a difficult market for foreigners to address.  David has done it well for more than fifteen years.

Friday Foursome with Bill Healey Quasar Group International

Hot Interview :: Craig Francis at Quasar Group International

from Hotelier Indonesia Magazine

Issue 17, April 2014

www.hotelier-indonesia.com

We have had the good fortune of interviewing the founders of Quasar Group in past issues.  In September 2013, Hotelier Indonesia interviewed the firm’s President & CEO Craig Francis.  In April 2013, we interviewed Bill Healey, Director and market advisor. In the current issue, we

Hotelier Indonesia Magazine
Issue 17, April 2014

expand our review to their multi-lingual, international management software for Spa, Golf and Hospitality.

Building on market experience in excess of 75-years in golf, club and leisure, Craig & Bill have brought their unique insights to leisure management software through Quasar Group International.  

Collaborating with leading club & leisure technology experts around the world, Quasar’s solutions are designed to enhance the processes in which a club and spa engage with their members and guests. Extensive client data and Social Media contacts are maintained by the system, allowing for an advanced level of interaction between club and client.

With a successful history in implementing Spa & Golf software around the world, Hotelier Indonesia is pleased to have Quasar’s directors back for further insight into their efforts.

[HI] Not sure we can pin either of you down to one city. Where are the two of you based?

[CF] We’ve both traveled frequently through the years. I split time between homes in Switzerland and the Bahamas.

[BH] It does seem as though we’re living out of a suitcase much of the time. I do spend some time at a family compound in Michigan (USA), but most often in Bali.

Though these would be where the two of us are based, we also have business partners in China, Thailand, Canada and a few other areas coming onboard soon.

[HI] As the two of you traveling and living quite far apart, do you ever catch up?

[CF] With the internet, we’re able to catch up at anytime through Email, Skype or other methods. We have been able to meet for corporate events in recent months. Back in November 2013, we had a 3-day management meeting at the Fairmont Hotel in Toronto where we introduced our Canadian partner to the industry.

Just a couple months back (January 2014), we had product introductions at the Raffles Hotel in Beijing, and the Shangri-La Pudong in Shanghai. It provided us the opportunity to meet each other, Quasar business partners and with industry leaders.

[HI] Having a look at the Quasar management solution, it seems to do well in providing for the leisure and hospitality industry.

[BH] Our solution has been designed to manage spas, golf clubs, golf academies and membership clubs. The advanced functionality provides for extensive membership

with features that include lifestyle & preference tracking, transactions history, social networking links (Facebook, Twitter, Weibo, WeChat, etc) and more.

A Spa will be able to manage advance spa bookings, therapists, inventories, Point of Sale and Revenues. Similarly, a Golf Club would be able to manage tee times, caddies, inventories, POS and revenues. CRM is a key component of the system, allowing the site to utilize data within the system to build stronger marketing campaigns.

With my base in Bali, we will be able to bring international features to the large spa market here in Bali and throughout Indonesia. Our frequent visits with our business partners in Thailand and China will allow us to fully address the growing leisure market throughout Asia.

[CF] Along with the system’s advanced data capabilities, we have invested significantly in the usability of the system. The user-interface was designed by one of Geneva’s leading graphics artists, giving Quasar a unique and sophisticated look.

We have also translated the system into more than 40 languages, giving both local users and foreign managers the ability to use and review data within the system with a language they understand. The system’s languages include Bahasa Indonesia, Thai, Vietnamese, Chinese, and the European languages like English, French, and Spanish.  We have also adapted to languages such as Arabic, Hindi, Burmese and Khmer which are typically more difficult for software systems to use.

Providing users of all abilities with an easy to understand Point of Sale and Management Solution will help the site achieve better standards of customer service and increased levels of business.

[BH] Quasar’s system is browser-based, allowing our clients much more flexibility in systems implementation. Our users can run on Windows, Apple MacBooks, iPad and Android tablet computers. We also offer the ability to use iPhones, Android and other smart phones. With Spa and Golf managers frequently traveling, they’re able to stay up-to-date on the current day’s sales and revenues through their mobile.

[HI] How is the Quasar System supported?

[BH] We work through our business partners who dedicate local staff to supporting our systems. They can best understand the user’s needs and respond appropriately. If the local team needs assistance, we then escalate the support requirement up to our programming team. Quasar is committed to maintaining long-term relationships with our system users. To achieve this, we need to build advanced systems and support them well to all user levels.

[CF] The line of communication with our clients is vital. Quasar products advance based on input from our users -- most of our product innovations come from market feedback.

Quasar thrives based on our ability to get back to the client with proper answers. Clients need their system to remain functional and also advance to meet new market requirements. They look to us as their trusted provider, to remain innovative and provide quality software and ongoing support.

[HI] How does Quasar provide for multinational hospitality groups?

[CF] A chief design component within Quasar is to address the needs of multinationals.

Taking Spa & Wellness as an example: twenty years ago very few hotels or resorts had a Spa and Wellness Center. Now it seems nearly every hotel property has a spa. For multinational groups, that would mean they’d have a spa in 50 or more properties around the world. Local properties would need to operate with their local currencies, while the traveling Spa Director would need a way to remotely access data from any one of their sites with the push of a button. Quasar’s web-design makes it easier to pull data from these remote sites.

One of Quasar’s intelligence tools allows for data mining in a single site, or across multiple sites. The manager is given the ability to create reports to query, sort and report on data throughout the system.

[HI] Thank you again for your time. We wish you success here in Indonesia and around the world. How can our readers get in contact with you?

As provided in Quasar’s advertisement with Hotelier Indonesia Magazine, inquiries can be emailed to: info@quasarinternationalgroup.com

A Golf Systems Software Executive in Asia

from Vietnam Golf Magazine

August 2014

www.vietnamgolfmagazine.net

Onboard a Qatar Airways flight between Singapore and Bali, I'm reflecting on the preceding six weeks of travel through eight Asian countries.  As the Boeing 777 prepares to land, I welcome the coming days to catch up with friends, paperwork and articles at several of the Kuta beach cafes nearby.

Vietnam Golf Magazine
August 2013

Though this recent odyssey had been a mix of business and leisure, the chief  purpose of this journey has been to conduct a market review for a young and dynamic Golf Club software firm, Quasar Golf. The Golf Club technology division of Quasar Group International has invested in developing new systems to expand their coverage in the East Asian markets.  A second purpose of this journey was to review high-end lifestyle venues ranging from top golf courses to spa getaways and rocking nightclub venues.

Traveling together with my wife, we made Macau our first stop.  We spent four nights at the Rocks Hotel, a 4-star venue on Fisherman's Wharf. The property was conveniently located, only 1KM from the Sands Casino and a short taxi ride from the Airport and Macau Ferry Terminal.  The room provided a pleasant view of the harbor and the bridges connecting Macau with Taipa Island.

The Macau visit was intended mostly as leisure stop, as we were invited for a complimentary signature treatment, a 90-minute Gem Stone Massage at Macau’s award winning Altira Spa. The experience started the moment we entered the facility.  Sitting at Spa reception on the 15th floor, Erny and I were quite impressed with the unmatched view of Macau peninsula and South China Sea.

As we’re escorted into the spacious spa suite, we found it a welcome sanctuary from the busy casino venues scattered throughout the peninsula and Taipa island.  Aside from offering the

Altira Spa, Macau

extraordinary panoramic view, the well-appointed suite provided us with a jacuzzi, steam room, shower and significant space to comfortably relax both before and after the treatment.

Our second leisure venue in Macau included a visit to Club CUBIC, the region’s top nightclub.  Located in the Hard Rock Cafe Hotel, Club CUBIC offered an evening of quality dance tunes that kept us occupied well into the night.  A feature of Club CUBIC can be found in the May issue of Vietnam Golf Magazine.

From Macau, we caught a ferry into Hong Kong Central to process our China visas, typically a 3-4 day process.   The TurboJet is a 60 minute journey to Hong Kong, this time with rather choppy waves coming from the windy, rainy weather.   In Hong Kong, we spent our days in Victoria Park and in several shopping malls on Hong  Kong Island. Two of our nights were spent visiting with friends at several of the nightclubs in Wanchai.

Our China visas were ready on the fourth day, so we caught a ferry into Shenzhen to stay in the Shekou area.   Here we were able to spend time at some of the local nightclubs and experience the many local foods in the smaller restaurants.   

Shenzhen Longgang Golf Course

The chief purpose of stopping in Shenzhen was to meet with a newly formed golf group. Affiliated with one of Shenzhen’s successful businesses, this new golf group has been looking to leverage international golf systems to expand their membership.  On their invitation, we paid a visit to Shenzhen Longgang Public Golf Course to get a feel for the level of golf education provided at their golf academy.   Though it was a rather rainy day, I was pleased to see the high attendance at their educational seminar.

Shanghai was our second stop in China, where we stopped to meet with leaders in the hospitality and leisure software sector. The meetings were focused on addressing the management needs of golf, spa & club prospects. They were interested in expanding their management systems ... to offer software products that appear local, but with international capabilities.  Though with many years experience in the market, they were having difficulty in finding suitable solutions for their golf & spa clients.

While in Shanghai we stayed near Nanjing Road, offering us the chance to spend time shopping along the pedestrian mall near the center of town.  The location was also convenient for an evening visit to The Bund, Shanghai’s famous waterfront area where dozens of historical buildings line both sides of the Huangpu River.

A round of golf at Tiantai Golf Resort
Qingdao, China

We next flew to Qingdao to spend several days as a guest of the Tiantai Golf & Hot Spring Resort. Though it was an early morning flight followed by an hour car-ride to the resort, we were pleasantly pleased to arrive at the resort where we were put-up in one of their Superior Suites. The spacious two-room suite was well serviced by the resort’s staff and provided a very high level of comfort.

David Kurniawan, CEO of China Hospitality Synergy manages the property and was a very generous host during our stay in Qingdao.  One of the highlights was a round of golf, one of a few times I’ve been on a course this year.   I was very impressed with the condition of the course, and the helpful assistance of my caddy.   

We also treated to the use of the private VIP Hot Spring room for a couple hours following

Caddies on a rainy day at Tiantai Golf Resort
Qingdao, China

the round of golf.  With the high level of service provided, we welcome an opportunity to return to Tiantai for both the golf and the hot springs.

We were able to spend a day touring Qingdao, which included several of the city’s sights followed by a tour the world renown Tsingtao Brewery.  For those who enjoy their beer, a visit to Tsingtao and “Beer Street” is a must.Beijing was our next stop, where I spent two days meeting with China’s leading outbound golf travel group.   Recognizing the strongest global growth in golf, travel and business expansion is in China, our discussion focused on how to best satisfy the country’s need for international luxury golf travel.

Though I've been into Beijing a dozen times, this is the first time we took some time to make a trip to the Great Wall.   We had seen countless photos of the Great Wall, but to actually visit

Great Wall at Mutianyu, China

is truly awe inspiring.  It took us a couple hours to get there, but it is a journey that is well worth the time.    We decided to visit the Great Wall at Mutianyu as it provided amazing scenery and is a bit less traveled than the more common Badaling site.  While in Beijing, we made a quick visit to Tiananmen Square and the Forbidden City.  Nice visits from the historical aspect .. personally I was much more impressed with the Great Wall.

From Beijing we flew to Colombo to meet with the software development team for Quasar Group.   The week in Sri Lanka was to review their newly developed solutions for Golf, Spa & Club clients in East Asia.  Their particular focus has been on China, and SE Asia, developing a multilingual system for use on tablet computers, smart phones, etc..

During our time there, we made several visits to Royal Colombo Golf Club, described as the oldest golf club in Asia.  A round of golf was offered, but since it was monsoon season, weather wasn’t cooperating.  Several squalls passed through during our time at the Golf Club with heavy rains and strong winds.  Other locations for product review meetings through the week included the Colombo Club and Colombo Rowing Club.

We spent two nights at Kama Colombo, the top nightclub in Sri Lanka.  Guest DJ on those

Guest DJ Erny & Resident DJs
Kama Colombo, Sri Lanka

nights was my wife, female DJ Erny from Bali.   She mixed mixed sets with Kama's two resident disk jockeys … DJ KC and DJ Sushan.  It was a full house on both nights.

We departed Colombo at 01h40 for a couple days in Bangkok.   Though we had an early morning arrival, the hotel near Siam Paragon allowed us an early check in at 9am.    The two days in Bangkok were intended for rest & relaxation, but quite a bit of our time was actually spent in shopping centers. We find it difficult to pass through Bangkok without stopping at several of the new malls lining Sukhumvit Road.

Our last country on this stop was Vietnam, one of my favorite places to visit.  Hanoi was the first stop, allowing us a day in which to meet the team at Vietnam Golf Magazine. It’s always a pleasure to build and maintain my relationship with the magazine, particularly while enjoying a strong Vietnamese coffee.

DanaBeach & Sailing Club
DaNang, Vietnam

Danang was the second stop in Vietnam where I had the privilege of visiting Montgomerie Links Golf Club.   I found it to be a very pleasing clubhouse surrounded by a world-class golf course. I definitely could see why it is consistently ranked as one of Asia’s top courses.

Our dining choices during the four days in Vietnam were mostly at small local restaurants. We did spend an evening chilling at the new DanaBeach Bar & Restaurant on the Danang’s sandy My Khe Beach.

Ho Chi Minh City was our final stop on this six week tour.   We spent the time in District One catching up with longtime friends hopping from a Hanoi-style noodle restaurant to a local beer garden to enjoy a Bia Sai Gon.

The six week tour provided an opportunity to review the state of golf club and leisure software solutions in the east Asian market.  It also provided insight into how regional cultures influence facilities management and should be a significant consideration in the design of effective management solutions.

I welcome my next travels into Vietnam, China and throughout the region this September.

Phần Mềm Ngôn Ngữ Golf – Internationalizing Golf Management Software

from Vietnam Golf Magazine

October 2013

www.vietnamgolfmagazine.net

Though I’ve spent many of my summer months on a golf course less than 1KM from my boyhood home in Michigan (USA), I still find a round of golf one of life’s biggest challenges.  I have felt a bit “disabled” by the game of golf, often unable to control my shots.

With a lifetime in the industry, I found it a bit funny when I went to Google Translate to see how the system would translate “Golf Handicap”. A couple of options came up:  “khuyết tật golf” and “tàn tật golf”.  I found the translation may have been more appropriate to my golf game than for use in golf club software.

Based in SE Asia since 1998, I am now leading a software firm (Quasar Group International) in

Vietnam Golf Magazine
October 2013

developing a new multi-lingual, multi-national golf club and leisure management system.  Partnered with Craig Francis in Geneva, it has been the firm’s mission to develop the Quasar Golf system to be sensitive to language and cultural needs worldwide.

As the firm’s system will be provided in 40 languages, we were certain about one aspect - that the system would not rely on automated translation tools.  One of the early suggestions by an industry contact was “why not use Google’s tools to automatically translate the system into these languages.”  Knowing issues others have had with online translations, I ran “Golf Handicap” through Google Translate simply as a demonstration.  When “khuyết tật golf” and “tàn tật golf” (“Golf Handicap”/ “Golf Disability”) appeared, it was clear we needed to rely on linguistics professionals to assist in the translations.

Though I am aware of issues with online translation programs, I do find that I use them several times a day for communications coming in from Vietnam, China, Korea and elsewhere.  Google Translate and other programs have allowed me to understand the general meaning of a message.  With all the terminology unique to the golf industry, translations into Vietnamese, Thai, Burmese, Khmer, French and 35 others is not something we’d leave to general unassisted online translator.  We didn’t want the system “disabled” by improper translations.

Developing international golf club software and localisation

In developing software it is undoubtedly influenced by the culture and the language of the designers and programmers.  Extracting the culturally and linguistically dependent part of applications is part of the internationalization process.  Script-specific aspects (character encoding, character sizes, line size and spacing), cultural conventions, numbers and dates, icons and symbols, and the use of colour by technical designers are some of the issues in the localisation process.

New products should be enabled for localisation - designed in a way that make the systems culturally-independent.  These systems should be easily adaptable for customers within target markets whether it be Vietnam, Cambodia, Thailand or Argentina.

Software internationalization provides a framework for localisation.  It steamlines the process of designing and developing products with features and functionality that facilitate the adaptation of the product to targeted global markets.

Localisation is a different process however, as it takes a the internationalized software and adds features and functionality that match a specific culture and market.  The transparency of the local language, the translation of menus, messages, and on-line tutorials are issues that are addressed in a localisation process.

Localisation is a linguistic task because the translation requirement is not simply the substitution of one line of text with another.  During the process several pieces of text may need to be brought together, resulting in a more natural feel for the native speaker. 

In developing the global golf club software we needed to be able to indicate the required text in a neutral way and then extracting the translation at run time.  This represents the intended meaning.  Producing the message at run time is a problem of language generation, given the elements of meaning and the rules of composition.

It is also a linguistic problem because many software packages capture and manipulate text that has been supplied by the users.  Examples of this are word processors and database management systems.  In using these packages we frequently are required to match text.  What constitutes an acceptable match depends upon the language.  We frequently ask for text to be sorted — sort orders are language and culture specific.  Software embeds assumptions very deeply — for example, hashing algorithms will be constructed with the statistical properties of a particular corpus of words or names in mind.

Software localisation is also a tech issue because the system must be able to organize and isolate the linguistic components in a manner that allows them to be replaced and displayed.

If your first language is English, French, Russian, German, or Spanish, most of the software you use is likely in your native language.  For those whose native language is different from those, software in your own language is likely an exception to the rule.  Too often software developers assumed it was easier for Asian users to speak English than to create a version of their product in Vietnamese, Japanese, or Chinese.

Localisation - Serious Business

Software localisation has become a serious business as users are demanding not only software in the major language of their country but in the native language of their region.  Part of the drive to localize software comes from the changing profile of computer users.  No longer is it just highly educated people using sophisticated software.  Today's computer users extend across all layers of society.  In the golf club industry, many of the office, restaurant and golf shop staff are local hires.  A localized version of the software would be a significant benefit to them.

The smart phone has also helped advance the need for local language support throughout a golf club system.  Many of the club’s caddies use the mobile phone as a means of communication with friends and their employer.  Wherever the club may be located, it would be a significant benefit to send schedules, updates and general news to the caddy staff in their native language.

As the vast majority of the staff at a golf club in Vietnam have Vietnamese as their first language, it became a matter of respecting the local needs of the property.  Whether or not the club and it’s staff would use the Vietnamese version, the option should be available in the software for those who wish to use it.