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Brown M&Ms and Bad Locale Tags
In the 1980s, the American rock band Van Halen became famous for including a requirement in contracts with concert venues that they provide a bowl of M&Ms candy with all of the brown ones removed. At the time, this was widely seen as an example of how out of touch rock musicians were with reality, but it actually served a purpose. The band’s manager

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Succeeding in Chinese-Speaking Markets Requires Special Attention
Language is the one of the most personal components of the customer journey. Ideally, you would be able to use a single variant of any language for any country where it's spoken, but the reality is that sociocultural and political facts require supporting the right dialect of a language in your target markets. The starting point for most planners is

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Are You Ready for the Challenge of Machine-Generated Content?
User-generated content (UGC) has garnered a lot of attention due to the challenges it poses for localization, such as an abundance of spelling errors, the extent to which its meaning depends on context, a lack of consistency, and time sensitivity. But even as enterprises and language service providers (LSPs) struggle to deal with it, another type of

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Multilingual Support Knowledge Bases: How Does Yours Shape Up?
Multilingual knowledge bases (MLKBs) are an essential component for many organizations in today’s global economy. Many companies still try to adapt their legacy word-based repository into searchable documents online. However, this is not enough to meet the agile-ized, mobile-ized, and personalized requirements of their customers and prospects

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Is it Time to Drop a Language or Justify with ROI?
In any given year, web and mobile sites add and drop language support in response to a wide variety of macro-economic and business factors. In a detailed analysis of 2,648 global brand websites, CSA Research found that 26% added one or more languages in 2017. However, not all enterprises increased multilingual support. In fact, one in 10 removed at

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Using Big Data to Save Money on Translation
Buyers of language services crave the ability to measure translation quality in an objective way, get easy-to-digest reports on how it is tracking over time, and be able to drill down as needed for process improvement. However, quality control remains a mostly human-driven process – even when supported by QA technology – because humans have

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Driver’s Education: Connected Cars Pose New Localization Challenges
It wasn't new handsets or mobile services that garnered the most attention at the recent Mobile World Congress in Barcelona. Instead, it was automobiles: Intel's 5G-enabled autonomous car, Peugeot's Instinct concept vehicle, and flying car prototypes such as the AeroMobil. If any industry exemplifies disruptive change these days, it's the car industry

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Game On! Motivate Translators and Interpreters with Gamification
Is your company looking for ways to increase translator and interpreter efficiency, boost motivation, increase your teams’ output, and focus team members on billable work? Is simple compensation not enough? If so, maybe you need to look beyond tools, processes, and word rates to make work seem less serious by introducing something missing from

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Augmented Translation Powers up Language Services
Language services today stand on the cusp of a disruptive transformation that will redefine how professional linguists work. This shift will come from the availability of ubiquitous artificial intelligence (AI) that extends their reach and capability and makes them far more efficient than they could otherwise be. CSA Research calls this new professional

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CSA Research Launches Annual Survey of Language Services and Technology Market
CSA Research launched the Annual Survey for our thirteenth review of the market of language services and technology. Click here to take the survey – or visit http://tinyurl.com/hms85pe. We conduct primary research that recognizes the vital role language has in business functions. This research creates more visibility and business for language

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CSA Research Launches Pro Bono Survey on Gender in Language Services
CSA Research is running a pro bono survey on how issues related to gender affect individuals who work in language-related jobs, both on the supply and demand side. It is open to any individual who works with language services – such as translation, interpreting, localization, internationalization, or language technology – in any capacity

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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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Understanding Translation Buyers Drives Successful Sales
A cornerstone of successful sales and marketing is understanding the individuals to whom you are selling. Not just the kind of company, but the individuals who make decisions. A pitch that meets the needs of a young and relatively inexperienced localization manager at a small startup will be very different from one that works for a procurement manager

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MT Is Changing the Industry, Just Not in the Way Mainstream Media Thinks It Will
Machine translation (MT) has caught the public eye once again. The Wall Street Journal recently predicted that “the language barrier is about to fall” – within 10 years. We might note that this is one barrier that has been “about to fall” for far longer than the actual Berlin Wall stayed up, and that it’s been an

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Localization beyond Localization: Apple Bets on Chinese Music
On May 16 in California – May 17 in Beijing – Apple released what appeared to be a minor update of its music-creation software GarageBand to version 10.1.2 (MacOS)/2.1.1 (iOS). Usually, sub-point updates are maintenance updates to fix small bugs and do not merit our notice, but this one warranted a press release from Apple. Why? This

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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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Smartling Buys Jargon to Enhance Mobile Localization – and Support the Physical Web
When contacting LSPs and language technology developers about our annual global market study, we pinged dozens of companies that have yet to complete the survey. One was Jargon, a startup developer with an innovative approach to mobile app localization – a real sticky point for many organizations. They struggle to reach prospects and customers

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Localization Can Bring Big Rewards, but Pirates Are Waiting
CSA Research has consistently shown the benefits of localizing your products (see “Can’t Read, Won’t Buy,” Feb14, which polled 3,002 customers from 10 countries on their language and buying preferences, and “Consumer Language Preferences by Country,” Jan16). It makes your offerings accessible and attractive to a larger

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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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Welocalize Recapitalizes with Norwest Equity Partners
Earlier this week, CEO Smith Yewell of Welocalize, told us about the company's newest investor, Norwest Equity Partners (NEP), a private equity group (PEG). Norwest bought out Riverside Partners, which had made a large investment late 2010. Yewell would not disclose the stake that Norwest has in Welocalize, #9 on CSA Research's 2014 list of the world's

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Moravia Reaches US$100 Million in Revenue – and Changes Ownership
Moravia, #15 on CSA Research’s list of the world’s largest language service and technology companies, told us last week that it booked US$100 million revenue for 2014. That’s a big leap from the US$67.7 million that the company earned in 2013, part of which CEO Tomas Kratochvil in a briefing last week largely attributed to increasing

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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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Landing the Budget to Translate: Not Easy for Buyers
Research from Common Sense Advisory shows that a typical buyer organization’s investment in translation and localization is minuscule compared to the revenue it enables. The budget for these areas generally represents less than 1% of total investment in marketing or R&D, even when staffing and technology costs are included. When managers

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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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