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E-Commerce in India: Beyond English and Hindi
The Indian e-commerce market continues to grow as the government there encourages its expansion and works to ensure that the country’s local languages are integrated into its Digital India and Make in India programs. Unlike its neighbor to the east – China – the Indian playing field is open to international companies, as the ongoing

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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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Mobile-Forward Design Grows Global Market Share
Increasingly, B2B and B2C companies alike provide an app-like experience for their brand websites. Today, more than 50% of searches, globally, take place on mobile devices. Sure, people that carry handhelds still download apps for handling frequently repeated tasks, like checking the weather, but otherwise expect to perform app functions via their mobile

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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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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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Information Overload: Symposium Focuses on Global Mobile and the Customer Experience
Digital marketers, localization managers, and corporate planners want guidelines and data to help them decide which materials to translate and how much to translate. Even large, experienced companies like Facebook, Google, and Microsoft struggle to determine which content matters and how much of it requires localization to ensure local market success

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Digital Marketing Adopts Software Development Trends
Competing for mindshare in the global attention game is serious business, and many successful companies will fail in the coming decade because of gaps in their digital strategies. The rules for digital campaign management change as fast – or even faster – than most companies can adapt to and follow. But as the marketing profession wakes

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What Can Other Industries Learn from Travel and Leisure Companies?
Travelers visit on average 22 sites before booking accommodations. They contribute more than 80 entries to TripAdvisor every minute. Meanwhile, the entire travel sector is undergoing major transformation as Marriott acquires Starwood, Uber up-ends the transportation sector, and all brands try to figure out how to replicate in China their previous success

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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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Of Indic languages and their mysteriously low purchasing power
Consider these three facts: First, India’s offline purchasing power is ranked third in the world, next only to the US and China. Second, huge swathes of Hindi, Bengali, Kannada, Telugu, Tamil and other Indian language populations are already online and the number is only set to skyrocket. Finally, the latest round of investment in Indian e-commerce

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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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Facebook Buys WhatsApp: The Multilingual Challenge to Reach the Next Five Billion
Even as politicians around the world struggle to figure out new ways to contain the internet, the engineers and businesspeople in Silicon Valley uncover ways to extend coverage to more potential customers across the globe.  Facebook’s recent acquisition of mobile messaging startup WhatsApp is a case in point. Many pundits agonized over

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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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Global Branding and the Terms of the Trade
Translators, interpreters, and project managers working inside enterprises or as vendors and subcontractors expend a lot of effort on international marketing and “global branding” initiatives – but without a lot of training or education on the principles and aims of these activities. While marketers make promises, the impressions left

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Next on Twitter’s Flight Path: Greater China and Southeast Asia
When we visited Twitter in San Francisco earlier this year, the international team was hard at work on several languages, supported by crowdsourced translation communities. Their efforts will once again bear fruit over the next week or so as the company releases localized versions of Twitter in Chinese (Simplified and Chinese), Hindi, Filipino (Tagalog)

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GeoFluent Chat from Lionbridge: Multilingual Support Breaks through the Glass Ceiling
As companies have become better at providing access to live human beings for both pre- and post-sales support for their products and services, one important barrier - language - has continued to prevent all parties to the exchange from being comfortable. For many companies, outsourcing the function to lower-cost regions around the world has not resolved

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DHL.com Serves 141 Countries Using a Global Template
As the world’s largest logistics company, DHL does business in 141 countries using a single “master” that then gets localized into 42 languages. With so many countries and languages to consider, how does the company manage its global web presence?  We evaluated DHL’s website, and spoke with Thorsten “TJ” Michel

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Web Globalization: How Well Does Your Company Score?
Who’s the master of the web universe? We started our annual internet pilgrimage last fall in order to answer that question. Our team of multilingual testers on three continents logged their journey and took snapshots of the signposts, words, and images that today’s global web traveler encounters. As we went through the web, we asked questions

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Predictions for 2011: Increased Visibility for Language Services
Each year since 2005, Common Sense Advisory has issued predictions for the language services industry based on our extensive qualitative and quantitative research. In 2011, language will appear more prominently on the radar of global and domestic organizations than ever before: Marketers of everyday products feature built-in language support

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Can You Read that Web Address? Yes, ICANN -- or at Least Most of It
Finding that many of the visitors to Barnum's American Museum in New York City would stay longer than they were wanted and thus keep new customers from entering (and paying), P.T. Barnum famously posted signs "This way to the egress." His less sophisticated visitors would go in search of the exotic creature, only to find themselves back on the streets

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Twitters, Tweets, and Translating Buzz into Global Business
Last month, the Washington Post reported that Dell earned US$3 million in web sales from Twitter followers, making the company one of the first recognizable brands to turn its online cadre of followers into a tangible source of revenue. Dell occupies a coveted spot on the list of the 100 companies with the largest follower counts, along with just a

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To Localize or Not to Localize...
... that is the question. Recently, we've noticed two reports of companies claiming that "it just isn't worth it" to have websites in other languages. Last week, the New York Times profiled several web-based businesses that elected to decrease or eliminate their web presence in some parts of the world, in spite of popularity in the local markets. This

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Multichannel Retail Meets Multicultural Communications
Last week, the National Retail Federation (NRF) held "Retail's Big Show 2009" in New York City against a backdrop of falling retail sales. Wal-Mart and Deloitte executives spoke about the economy, while we discussed the opportunities of multicultural marketing in a multichannel retail environment. During the conference, we journeyed from the subprime

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Can’t Pay, Won’t Buy: Why PayPal Falls Short on Global Transactions
Are you missing out on international sales because you cannot accept the payment options that your global customers want to use? We’ve found that people won’t buy what they don’t understand. The corollary is that they won’t buy what they can’t pay for. No, this isn’t about tight credit, but rather the ability of people

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