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As the World Turns: The Changing Fortunes of Online Languages in 2017
Big changes are afoot in cyberspace. In recent years, populations in Africa, Asia, and Oceania surged online with the aid of cheap data plans and government investments. In Myanmar, for example, the mobile grid went up in 2014 and a total population of 53 million now shows 33 million subscriptions, with 80% smartphone penetration and over 50% with active

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Time for the C-Suite to Catch the Multilingual Content Train
It has taken social and mobile – plus the empowerment of consumers to influence the message – for content to finally grab the undistracted attention of executives. But they’re not only wrestling with content in its simplest forms controlled by employees. They must also take into account material created “in the wild” –

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Time to Google-Up! International SEO Best Practices for Global Brands
Most online customer journeys mapped by brands begin with search. Yet many international brands tell us their implementation and processes for SEO remain unorganized and half-hearted. For most, international SEO is a future goal, while teams are “still working out” how to proceed with English or another home-market language. Virtually all

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A Lesson in Global Customer Experience from Whatsapp
To address even half the online opportunity, it already takes four languages. To capture 98% of the online audience – and 99% of the entire world online wallet – requires 64 languages. However, in 2017, building multilingual websites to serve those markets will take a company only so far. Why? Visitors and customers expect more than a simple

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Roadmapping Global Customer Experience with 58 Best Practices
As customer acquisition and engagement become increasingly digitized, global brands must reliably deliver content in dozens of languages and channels, across an array of regions, cultures, and regulatory regimes. This week, CSA Research published “Expanding Global Customer Experience,” (Nov16), setting out best practices derived from 150

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Underserved Languages Create Challenges and Opportunities for Global Enterprises
Does your site support Chinese, German, French, Spanish, or other major languages? What about Albanian, Arabic, Azeri, and Mongolian? Could you be missing out on opportunities for increased sales because you are targeting the wrong languages? Probably, but you aren’t alone. In our annual examination of the top 49 online languages on websites

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Global Brands Continue to Expand Language Coverage in 2016
How many languages does your brand speak? Here is compelling evidence linking global business success with website multilingualism. Analyzing the options found on the world’s 2,657 most prominent websites in 2016, CSA Research discovered that: Prominent sites feature an increasing plurality of languages. This year, we find 170

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Translation Exchange Makes Internationalization Easy
Code internationalization requires strict discipline, and even the experts sometimes get things wrong. Programmers want to write code like the following: echo(“$player_name hit the $monster_name with a $weapon_name and $player_pronoun gained an experience point”); This example works well in languages like English or Chinese, but fails

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The Name Game: The Importance of Up-to-Date Locale Knowledge
Countries don’t often change their names. The last major round was in early-to-mid 1990s when: 1) Members of the former Warsaw Pact removed “socialist” or “people’s” from their names; 2) the USSR split into 15 independent countries; 3) the Czechoslovak Socialist Republic (“Czechoslovakia” or ČSSR for short)

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Does Age Affect Foreign-Language Tolerance?
For the last few years, marketers, economists, and sociologists around the world have obsessed about people born between 1980 and 2000. Because this group constitutes the next generation of spenders, influencers, and leaders, companies in nearly every industry wonder how to attract these Millennials to their brands. Their previous business plans were

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The Linguistic Quality Paradox – And What You Can Do about It
Many products and services are now delivered in 11 to 20 languages at first release. The list of languages often includes not only Chinese, Japanese, and Korean, but also Indonesian, Russian, and Turkish. It can be a real challenge for both translation buyers and language service providers (LSPs) to guarantee an acceptable level of quality. How can

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Lionbridge Protects Its Connectivity Strategy with Purchase of Middleware Provider
Last week Lionbridge announced that it acquired Clay Tablet, a supplier of software that integrates content management systems (CMSes) with translation processes and technology. Lionbridge said that its new acquisition would operate as an independent company. We spoke separately with Clay Tablet founder and CEO Robinson Kelly and Lionbridge’s

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Gambling on Machine Translation
We recently caught up with Russell Gowlett, an executive at PKR Technologies, to talk about PKR.com, a gaming website based in the Channel Islands. The site offers an immersive experience in online poker in a 3D environment with enough character customization to meet the needs of any aspiring Kenny Rogers. While the majority of PKR’s gamblers

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Looking to Increase Global Sales? Think Again about Relying on Your English-Only Website
The results are in: 87% of consumers who can't read English don't buy products or services at English-language websites. This was just one of the many findings in Common Sense Advisory's recent report based on our survey of 3,002 consumers in non-English-speaking countries -- Brazil, China, Egypt, France, Germany, Indonesia, Japan, Russia, Spain, and

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SDL Pivots from Language Services to Customer Experience
Last month, SDL unveiled its Customer Experience Cloud designed to “deliver seamless, data-driven experiences at each point of the buying journey – across channels, devices, and languages.” The company integrated its content management, e-commerce, marketing analytics, and translation automation technology solutions into a single interface

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At Last, Some Multilingualism in Indian E-Commerce
Indian online retailer Snapdeal announced last week that it now offers Hindi and Tamil options to users on its website. Common Sense Advisory thinks that Snapdeal’s multilingual initiative could set off a flurry of long-pending localization in the Indian market.  Common Sense Advisory had predicted that notwithstanding the high level of

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World’s Most Prominent Websites Add Long-Tail Languages
In our 2013 study of 2,787 websites, we found 290 languages supported, 59 of which appeared 10 times or more, 140 at least twice, and 150 just once. The languages appearing once were mostly from Wikipedia, which has become the seed bed for emerging online languages. English appeared on 2,480 of these web properties, or 89%. You can find the complete

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2013 WOW Benchmarks for 116 Economically Significant Digital Languages
Last week Common Sense Advisory published its annual update to the total online population (TOP) and world online wallet (WOW) numbers, including the details on 32 new languages. Today we released the top 30 languages on that list to non-members, along with an explanation of the data and benchmarks. Below, we suggest how they can be used for strategic

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Will Smartling's $24 Million Disrupt the Translation Software Market?
Earlier this month Smartling announced that it had raised US$24 million in its third round of funding, adding to the US$14 million it received in its Series A and B rounds. We caught up with CEO Jack Welde to find out what this infusion of funds means to this translation software supplier, the market, and Smartling's competitors.  The funding?

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Every Day Is International Translation Day
Last week linguists celebrated International Translation Day, the birthday of St. Jerome, patron saint of translators. However, every day presents an occasion to thank those who make global communication possible. We clipped a few mainstream news articles from the past few weeks in which language played a role. Product manuals bedevil users whether

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Jury Decides Translation Automation Case
On Friday, a California jury concluded nearly two days of deliberations before determining that three of MotionPoint’s translation automation patents were invalid and that the company infringed on a patent granted to TransPerfect, the other party in this intellectual property dispute. MotionPoint withdrew its fourth claim before the start of the

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The Case of the Translation Automation Patents Heads to Court
Unless MotionPoint and TransPerfect come to an agreement before the weekend, the two sides will begin presenting their arguments in a California court next week. At issue are four patents held by MotionPoint and three by TransPerfect. Each company claims that the other infringes on its patents. The seven patents comprise more than 200 claims and, if

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Translation Management Moves to the Center of the Content Universe
Our recent conversation with Jack Welde, CEO of cloud-based translation management software vendor Smartling, turned to Nicolaus Copernicus, the Polish mathematician and astronomer who put the sun --  not the earth --  at the center of the universe. How did our discussion punch through the stratosphere, all the way to the sun

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The 2013 “State of the Industry” Survey is Open!
Common Sense Advisory today launched its annual survey of the global language services market. Now in its eighth year, the survey captures comprehensive data related to language services and technology. Why should you participate? Receive a free report. All qualified respondents will receive a copy of the report we published in May of last year

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Acrolinx 3.0 to Offer "SEO While They Write" to Content Authors
Search engine optimization (SEO) is similar to flossing one's teeth – everyone recognizes it's best done on a regular basis. However, it would be a whole lot easier if it were integrated upstream in the content creation step (see "Writing for Global Audiences," Nov10). Currently, most companies deal with SEO in one of two ways. Some firms throw

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