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"The Road Warrior's Guide: Buenos Aires"
in Fortune magazine
April 28, 2008
The co-founder of Common Sense Advisory, Renato Beninatto, is interviewed by Fortune magazine for its Road Warrior series. Renato, who travels more than 150 days a year for Common Sense Advisory, gives his first-hand insight to one of his road stops: Buenos Aires.
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"Translation as a Competitive Advantage,"
as seen at Chief Marketer
April 2008
 Whether your company translates websites, marketing materials or owner's manuals for international markets, the information should be readily comprehensible. That means it should be grammatically correct, spell-checked, unambiguous and fluent. It should be tailored to local cultural mores, expectations, business practices and laws. Looking at the question of international marketing more broadly, product names shouldn't send adults giggling into the sunset like Barf detergent from Iran or HyperSTD from Germany. Read Don's latest column at Chief Marketer to find out how to use translation as a competitive marketing advantage.
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"Facebook Asks Users to Translate New Versions for Free"
by The Associated Press
April 18, 2008
The three-year-old social networking phenomenon Facebook, worth more than $15 billion by many estimates, got a good deal on going global. Its users around the world are translating Facebook's visible framework into nearly two dozen languages — for free — aiding the company's aggressive expansion to better serve the 60 percent of its 69 million users who live outside the United States. Renato is interviewed by the AP reporter about the concept of crowdsourcing.
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"Should You Trust Machine Translation?"
in eStrategies Europe
March 2008
Every few years machine translation (MT) seems to be all the rage. Today, there’s more reasons than ever to feel optimistic about automated translation – the technology itself is much improved, the information that needs to be in other languages grows almost exponentially every year, and consumer acceptance is pretty high. Many companies rely on Machine Translation software to solve their localization issues in foreign cultures. Don DePalma breaks down the arguments for and against this technology in this issue of eStrategies Europe.
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"Global Strategies: Roll it out"
in American Executive
March 2008
 Looking forward to the increasing globalization of products, companies, and markets, brand managers should definitely begin to think about how international roll-outs in many different languages will affect product strategy. For most companies, this will force changes in the people they deploy on global product roll-outs, the processes that underlie content development and translation, and the technology they use to make it all happen. Benefit from global roll-out strategies from Don DePalma in his article in American Executive magazine.
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"Does Your Brand Travel, or Get Lost in Translation?"
as seen in Chief Marketer
February 2008
Mis-translation and product names that don't travel well can be real problems for global product managers and website owners. Read Don's column this month at Chief Marketer for some humorous and horrible translation blunders that have got marketers in hot water.
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"Don't Forget CRM When You Go International"
as seen at insideCRM
February 20, 2008
Is your CRM system flexible enough to collect and process data from other countries — and at the same time make sure that your organization is cognizant of the legal component of doing business in other countries? Ron Miller interviews Don DePalma about the CRM challenges companies face when they transition into global markets.
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"Choose Your Words Wisely,"
as seen in Marketing News
February 15, 2008
For many companies, a website will be their first foray into the global market. In this article for the American Marketing Association's publication, Marketing News, writer Elisabeth Sullivan sources Don DePalma and Common Sense Advisory's website globalization research to demonstrate that going multicultural demands more than just translating a website. (Note: This article is available to subscribers only.)
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"SDL Buys Idiom: Now What?"
Common Sense Advisory
February 14, 2008
On February 11, 2008, globalization software market leader SDL announced its purchase of Idiom, the most viable contender for the translation management leadership, for US$21.7 million. On February 14, 2008, Common Sense Advisory released its white paper entitled, “SDL Buys Idiom: Now What?” to its clients and attendees of its interactive webinar on the same topic. In the report, Common Sense Advisory discusses the effect on constituencies from buyers to competitors, and questions whether it’s time for SDL to split the company into two separate entities offering its global information management technology and language services, respectively. For more information as well as up-to-date commentary on the purchase and its impact on the language industry, visit the Global Watchtower.
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"Translation Joins Mainstream Content Workflow"
in e-Doc Magazine
February 2008
 Having information in your customer's native language is critical for doing business internationally - our research shows that people won't buy what they can't read, won't use what they can't read, and won't buy again if they if they can't use what they've bought. That reality turns translation into a requirement for websites, owner's manuals, marketing information, and any other online or printed material. It means adapting or localizing for transactions, software, and any other product that has different operating characteristics when used outside its home country. Most companies that Common Sense Advisory talks to translate or localize at or near the end of a product's development cycle. In an ideal world, those operations would be integral steps in the march toward marketability. Don's monthly localization column for AIIM e-Doc Magazine discusses how some content-centric software firms have begun offering translation support built into their workflow systems.
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"Collaborative Translation"
in MultiLingual 2008 Resource Directory
January 31, 2008
 The challenges of global business require a systematic re-thinking of the translation process. Renato and Don contribute their thoughts on the changing technology and processes and the need for collaborative translation model.
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"Should China Be Next on Your Marketing Agenda?"
as seen in Chief Marketer
January 2008
Earlier this month, the research group CNNIC reported that China's net population grew to 210 million by the end of last year. Many companies are already rushing out to find Mandarin specialists or machine translation software to localize their websites. However big those numbers are, don't hyperventilate. Instead, back slowly away from your Rosetta Stone and take a deep breath. In this month's column, Don looks at the metrics for deciding where to spend your website globalization and marketing dollars.
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"Statistics-based Language Translation Supports Growing International Communications Needs"
in Manufacturing Business Technology
January 20, 2008
 Manufacturers doing business internationally often rely on third-party language service providers—or LSPs—to translate owner's manuals for them. With the advent of advanced computer translating capabilities, the process is changing, and some companies are even bringing the technology in-house. Don provides insight on automated translation to Manufacturing Business Technology magazine.
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"Too Many Words"
in The Content Wrangler
January 14, 2008
Technology and automation are important, but they’re not the be-all and end-all of content management. It is high time to exercise greater discipline rather than surrendering to the inexorable onslaught of more words. Don DePalma considers the role content, writ large, plays in companies today and how most handle it.
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"Looking Ahead to Globalization 2020"
in MultiLingual
January 2008
In a round-robin panel of localization practitioners and suppliers, Don writes about "Morphing by disruption." He notes that "2020 will see buyers, suppliers and technology morphing to a just-in-time, market-driven world requiring the right information in the right form in the right language at the right time." Read more about this vision which describes the end of the age of localization as we know it.
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