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Archive by tag: Global contentReturn

What is Authentic Voice Today?

As part of an ongoing investigation into multimedia localization tools and practices, CSA Research is examining enterprises’ global use of video. A combination of professional interest while researching marketing content and personal interest because I’ve just moved, led me to view several TV ads and online videos by international energy providers, including EDF and E.ON. These marketing videos took me down the proverbial rabbit hole, trying to figure out the source and target languages. Which...
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Mastering Globalization in the De-Globalization Era

For the last few months pundits across the political spectrum have written op-ed columns and long articles questioning whether geopolitical events such as war and polarized politics signal the end of globalization. This post considers those concerns of policymakers but contends that activities to address the growing complexity of a de-globalizing planet raises the bar for any organization operating in multiple countries – and that this reality will create new opportunities for anyone who can ma...
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Changing Language – Inclusive Terminology in the Enterprise

Language constantly evolves. We all know words from our childhood that today’s kids don’t understand (or laugh at), and teens constantly introduce us to new slang and acronyms. Marketers develop new concepts; community and culture drive changes in what is current, acceptable, or outdated. People working in localization know that this translates to human effort in finding the right way to convey the same concept in a multitude of languages.
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Airbnb: A Lesson in How to Implement Language at the Platform Level

Are you ready to implement language as a feature at the platform level? Do you know how to gain executive approval for the business case to achieve that? Do you even know what I’m talking about?! Read on to find out how Airbnb did it and the questions to ask your team to find out if you’re ready to embark on the same journey.
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Bad Translation? Audit Your Content

If you’ve ever heard someone tell you that, “The translation is bad!” and yet nobody is able to articulate why, you’re not alone. You have checked the quality that your linguists deliver – all is good. You and your LSPs set up a localization quality assessment (LQA) process and rigorously measure spelling errors, typos, and other errors: you can confidently state that the translation is, in fact, highly accurate. Yet the in-country teams still report poor-quality translation. This is a comm...
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Acolad Acquires Amplexor

On September 21st Paris-based Acolad Group announced that it would acquire Luxembourg-based Amplexor. While the firms did not disclose the terms, their deal combines the 12th- (Amplexor) and 13th-ranked (Acolad Group) companies on CSA Research’s list of 100 largest language service providers. Following the acquisition, Acolad nouveau will have a combined US$307 million based on 2019 revenue (after subtracting about US$41 million in Amplexor revenue that will not be included in the sale). The me...
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Writing for the World – Optimizing Your Global CX

For those who have worked within the localization industry for a while, the concept of “writing for translation” might feel old school, already-learned-and-forgotten-about: something that technical authors take for granted. Just like developers always think about internationalization of software code and processes, right? (We know how well that works!) That’s why a refresher course in how to write content in a way that optimizes the global customer experience is a really good idea – especial...
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Need It or Want It? English May Be the Only Way to Get It

Consumers prefer accessing information, making online purchases, and getting technical support in their own language. That’s not a big surprise, but data from our third edition of “Can’t Read, Won’t Buy—B2C”, combined with our other research on website language support, highlights the fact that many consumers don’t have access to sites in their language, that localized websites often have major flaws, and that many must rely on English to get things they want or need.
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The Multilingual Conversation Challenge, Part 2: Logistical Challenges

In our last piece on this topic, we examined some of the technology challenges that stymy enterprises as they try to build conversation agents, such as chatbots, for multilingual audiences. Many developers express a pessimistic outlook about their ability to deliver them in multiple languages. One of the largest developers stated that it assigned the likelihood of success for these projects at less than 30%. In this installment, we discuss some of the business and conceptual difficulties that en...
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The Multilingual Conversation Challenge, Part 1: Technology

Chatbots, machine-authored text, and automated information retrieval and summarization are increasingly important to global businesses seeking to interact more efficiently with customers and meet their needs. Recent developments in this area have been spectacular and AI-driven intelligent agents (chatbots and virtual digital assistants, such as Siri, Cortana, and Alexa) are among the most visible success cases for machine-generated content. Enterprises look to these applications as ways to reduc...
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