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You Have Responsibility for Global Digital Content – Now What?
As companies come to terms with the central role that content plays in the customer journey – from building awareness through purchase and onto customer care – their digital marketing teams and localization groups are tasked with content creation, adaptation, and rollout at the global level. During a recent CSA Research Symposium in

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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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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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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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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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Brexit: A Silver Lining for Companies Expanding Abroad?
Whether for the right reasons, or the wrong ones, voters in the United Kingdom rocked the world's business and political status quo on June 23 when they voted to pull out of the European Union. At CSA Research, we waited for reaction from the global companies we work with to gauge the impact. We think there may be a silver lining for organizations considering

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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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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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Sanctions Against Iran End, Increasing the Value of Persian
On January 16th, the Joint Comprehensive Plan of Action (JCPOA) negotiated between Iran and six world powers took effect. This ended years of economic and financial sanctions against the Islamic Republic. It also undid the pariah status of Iran which began with its 1979 revolution. Besides decreasing political and nuclear tensions, the JCPOA has significant

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Are You Prepared for Mobile App Localization?
What's more personal than your mobile phone or wearable technology? Not much. When you depend on something you carry around or wear every single day, you want it to speak your language, understand where you are, and recognize what you want at any given moment. As more and more people around the world upgrade from feature to smartphones, the demand for

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Rock Stars of the Multilingual Web
Fact: The majority of the world’s most prominent websites are multilingual, featuring anywhere from two to over 100 languages. A full 63% of global brands recently reached more customers by increasing the number of languages on their websites. Why? CSA Research has proven that investing in languages helps companies grow and stay ahead of the competition

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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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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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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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Waking Up to the Arabic Spring
The Arab Spring is not going away. Arabic is now one of the most important online languages. We are about to see an explosion of Arabic content and services on the web. Important websites and global brands need to get on board with this or be left behind. Earlier this year, we published our update on the size and economic opportunity of online language

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Why Economists Should Pay Attention to Translation in Africa
According to a recent UN economic report, 10 of the world’s 15 fastest-growing economies were based in Africa. Foreign direct investment in Africa reached US$62 billion in 2009, up almost 700% from a decade earlier. The report also found that the number of middle-class households will increase by half from 2010 to 2020. And, by 2030, the top 18

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India Contemplates a Billion Web Users
As the dream of universal access moved in the past two years from laptops to tablets, the Indian government awarded an ambitious contract to UK-based Datawind Ltd. in the hope of bringing web-enabled tablets to students for under US$50 per child. We wonder what languages these devices will support. With over 700 languages spoken among the target population

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Tectonic Shifts Move Emerging Markets to Parity in Cross Border Trade
In the past decade, emerging economies caught up to the developed world in consumption, and will soon overtake them. Needless to say, this is good for the global economy. That’s not to discount the real suffering entailed by folks in the U.S. and other developed countries as opportunities (for manufacturing toaster ovens, analyzing radiograms

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What Adding an "S" to "BRIC" Means for Language Service Managers
The BRIC countries (Brazil, Russia, India, and China) officially added the "S" (South Africa) to their acronym in April this year during the third BRIC(S) Leaders Meeting in Sanya, Hainan (China). Not only were the 11 official languages of that nation added to the list of possible languages to be considered by translation managers, but so were the 2

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Move Over Brad Pitt, Hollywood Wants Rajnikanth
In 1993, those Indians who enjoyed watching American movies in English may have cringed at Jurassic Park in Hindi, the first movie to be simultaneously released in English and Hindi in India.  However, so immense was the success of desi dinosaur talk that they soon had to accept dubbed Hollywood movies as part of life. Yet, not every dubbed

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What Revolutionary Movements Can Teach International Firms
As we approach the end of Ramadan this coming Monday, a third dictator in North Africa goes down for the count and approaches "game over" status in Libya. This event provides an opportunity to recognize once again the major role that translators and interpreters play in allowing all sides in conflicts like these to get their message out.   It's

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European Online Language Preferences Revealed in Flash Eurobarometer Report
The European Commission (E.C.) recently published a 125-page Flash Eurobarometer report (#313) based on a Gallup survey of language preferences among internet users in 23 European Union (E.U.) countries. The data stems from telephone interviews conducted at the request of any service of the E.C. at the end of January 2011.The report charts volumes of

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Sampark: Enabling Machine Translation for Indian Language Pairs
Automated translations directly between Indian language pairs without the English pivot are now a reality. Sampark Machine Translation Systems for Indian Languages, the product of the combined efforts of 11 institutions across India, aspires to become India’s Google Translate, though it can only translate up to 180 words at a time in its experimental

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