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Digital Opportunity: Under- and Over-Served Languages
by Benjamin B. Sargent, Arle Lommel, September 27, 2016, 10 Pages View abstract 
Some languages historically show lower use than their market heft should warrant, such as Arabic, Hebrew, and Persian. Other languages appear more frequently than their limited market size might predict, including Bulgarian, Hungarian, and Slovak. In . . .
 
Global Website Assessment Index 2016
by Benjamin B. Sargent, Donald A. DePalma, July 29, 2016, 61 Pages View abstract 
Digital operations require increasing complexity and larger budgets as brands launch content-driven campaigns across a greater number of channels, countries, and languages. Marketing and digital production teams need hard data for building business cases . . .
 
MT Is Unavoidable to Keep Up with Content Volumes
by Donald A. DePalma, June 17, 2016, 3 Pages View abstract 
Mainstream media report the criticisms of linguists and other specialists who decry the quality of machine translation (MT). However, language service providers experience increased pressure to adopt MT if they haven't done so yet. This brief describes . . .
 
Arabic Regional Variants for Global Brands
by Benjamin B. Sargent, June 14, 2016, 6 Pages View abstract 
Arabic poses a unique challenge to digital brands. On the one hand, it is the seventh most important online language, with a total audience of 166 million and US$1.7 trillion in 2016. On the other hand, we conclude that Arabic is not a single digital . . .
 
Piracy Rates for Localized Software
by Arle Lommel, May 24, 2016, 10 Pages View abstract 
Software piracy – the illegal copying, distribution, or use of unlicensed applications – is a major global concern for IT-oriented enterprises. This brief considers the role of localization on piracy by determining per-language piracy rates . . .
 
The Calculus of Global Content
by Donald A. DePalma, May 17, 2016, 3 Pages View abstract 
Translation buyers and suppliers face the challenges of massive content volumes, along with demands for faster turnaround times and more target languages, all while dealing with flat budgets. Some look to machine translation as the solution. At the same . . .
 
Digital Opportunity: Fast-Rising Languages for 2016
by Benjamin B. Sargent, April 30, 2016, 3 Pages View abstract 
Fast-rising languages signal competitive advantages available to savvy marketers with cash to spend on capturing new audiences. This companion brief to “Digital Opportunity: Top 100 Online Languages for 2016” examines the fastest-growing . . .
 
What to Do When It’s Time to Drop a Language
by Rebecca Ray, February 29, 2016, 7 Pages View abstract 
Translation and localization managers are skilled at adding languages and locales for their products and services, documentation and support, and web and mobile sites (see "Adding Languages to Websites - It Gets Easier," Jan14). However, decommissioning . . .
 
Finding Revenue in Under- and Over-Served Languages
by Benjamin B. Sargent, September 25, 2015, 8 Pages View abstract 
For buyers and sellers of translation services, global market position is increasingly tied to an expanding number of human languages in the global digital marketplace. Comparing the opportunities of language with the competition for attention in those . . .
 
Global Website Assessment Index 2015
Languages and Social Networks on the World’s Most Prominent Websites
by Benjamin B. Sargent, Donald A. DePalma, July 31, 2015, 76 Pages View abstract 
Product managers, international marketers, and C-level executives often seek justification for the cost of adding or maintaining languages for online content and social media. Conveying the brand in more languages correlates positively to a range of success . . .
 
Benchmarking the Top 100 Online Languages for 2015
by Benjamin B. Sargent, Donald A. DePalma, April 30, 2015, 20 Pages View abstract 
Among the three billion people traversing the internet in 2015, 100 languages account for almost all economically significant online activity. Fourteen of those represent 90% of the total economic opportunity of digital communication and commerce. Companies . . .
 
Making the Switch from Neutral to Regional Spanish
by Benjamin B. Sargent, April 30, 2015, 5 Pages View abstract 
Spanish comes in many variants, deeply entrenched in the regional cultures of its diverse audiences. Few organizations can afford to support all versions. However, the proliferation of social media and mobile applications has forever changed user expectations . . .
 
The Rise and Fall of the Top Online Languages
Online Audience and GDP Benchmarks for 100 Languages in 2015
by Benjamin B. Sargent, Donald A. DePalma, April 30, 2015, 29 Pages View abstract 
Companies with global ambitions must pay close attention to the shifting makeup of online audiences to ensure the maximum leverage of product development, marketing, and customer service budgets. This report shows which languages matter the most in terms . . .
 
Indonesian, Malaysian, and Filipino as Online Languages
by Benjamin B. Sargent, June 04, 2014, 6 Pages View abstract 
Indonesian, Malaysian, and Filipino are state-sponsored languages imposed in the twentieth century that attempt to bridge ethnically and geographically diverse populations. The intent was to achieve a unified national language for education and media . . .
 
The Rise of Long-Tail Languages
by Benjamin B. Sargent, December 31, 2013, 5 Pages View abstract 
In ongoing research covering the economic value of online languages, Common Sense Advisory documents the dramatic rise of long-tail languages (see “World Online Wallet Shifts toward Asia in 2010,” Sep10; “ROI Lifts the Long Tail of . . .
 
Assessing the World’s Most Prominent Websites
The Global Website Assessment Index for 2013
by Benjamin B. Sargent, Vijayalaxmi Hegde, December 30, 2013, 90 Pages View abstract 
Each year, Common Sense Advisory examines many hundreds of websites to document the common localization practices among the top brands and most visible websites. This year’s report looks at language popularity on 2,787 prominent websites, and . . .
 
The 116 Most Economically Active Languages Online
by Benjamin B. Sargent, October 31, 2013, 9 Pages View abstract 
Whether your international care agency communicates with a global donor base or your manufacturing company markets its wares to consumers in faraway lands, you will need to support a widening variety of languages in just the next couple of years. This . . .
 
Market Opportunities for Underserved Languages
by Vijayalaxmi Hegde, August 31, 2013, 3 Pages View abstract 
In Common Sense Advisory’s most recent web globalization study, we reviewed 2,409 global websites and identified 10 languages that companies were not exploiting to their full potential (see “Multilingual Websites,” Oct12). We call these . . .
 
Market Entry Decisions
Data Sources and Tools for Strategic Planning
by Benjamin B. Sargent, Rebecca Ray, July 25, 2013, 38 Pages View abstract 
Each decision to invest in a language is part of a complex decision about entering a new market or increasing support for an existing one. Companies now face these decisions with increasing frequency, speed, and scope. Strategic planners need a structured . . .
 
Waking Up to Opportunity in Arabic
by Benjamin B. Sargent, December 05, 2012, 3 Pages View abstract 
In a recent report, “Multilingual Websites” (Oct12), we compared the popularity rank of languages on the websites of top global brands with the economic potential of those online audiences. Our research pinpoints Arabic as the most underserved . . .
 
Global Website Assessment Index
Languages on the World’s Most Prominent Websites
by Benjamin B. Sargent, Vijayalaxmi Hegde, October 31, 2012, 52 Pages View abstract 
Each year since 2008, Common Sense Advisory has examined many hundreds of websites to document the common localization practices among the top brands and most visible websites. In 2011, we expanded the number of sites examined to over 1,200, and now, . . .
 
ROI Lifts the Long Tail of Languages in 2012
by Benjamin B. Sargent, June 26, 2012, 7 Pages View abstract 
Reaching 80% of the world’s online population in 2012 requires translating content into more languages than in years past. That’s the bad news. In this brief we reveal the good news that return on investment (ROI) escalates across the board . . .
 
The Need for Translation in Africa
Addressing Information Inequality So That Africa May Prosper
by Nataly Kelly, Donald A. DePalma, Vijayalaxmi Hegde, May 08, 2012, 39 Pages View abstract 
Why do we need translation? More than 6,000 languages are spoken throughout the world. Without translation, there can be no communication, except among those who share a common language. Unfortunately, many voices simply cannot be heard without this . . .
 
Can’t Bank, Won’t Buy: A Case Study from India
by Vijayalaxmi Hegde, Nataly Kelly, February 27, 2012, 8 Pages View abstract 
We’ve written in the past about the fact that people won’t buy what they cannot understand (“Can’t Read, Won’t Buy: Why Language Matters on Global Websites,” Sep06). But before people can fully contribute to the local . . .
 
How to Craft a Multicultural Web Strategy
Best Practices for Ethnic Marketing Online
by Nataly Kelly, Benjamin B. Sargent, Donald A. DePalma, September 12, 2011, 48 Pages View abstract 
One consequence of globalization is large populations of emigrants around the world. People leave their home countries to find work, improve their quality of life, or begin a new life. Some are quickly assimilated into the societies they enter, while . . .
 
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