Word: contention
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...product online if the website is in their preferred language, according to IDC, a research firm in Framingham, Mass. Some of the big dotcoms--Amazon, eBay and Yahoo--figured out this trend earlier than most, and report fast-growing revenues from overseas divisions, which generate indigenous content. But most U.S. firms have not yet done a great job of marketing to non-English speakers online. Last year just 37 of the large companies in the FORTUNE 100 operated non-English sites, according to Forrester Research, based in Cambridge, Mass...
Lionbridge, BGS and others offer software and services teams to coordinate the translation of, say, monthly updates to a website and provide assurance that the results will not inadvertently offend. They also provide "content management," maintaining databases of clients' translated material so that only the updates are sent out for conversion. That saves clients money. And, says BGS CMO Plumley, "it's what provides consistency and speed...
Full-service companies like BGS also face a threat from upstart software firms that are providing clients with content-management tools to go it alone. Hewlett-Packard, for instance, licenses software from GlobalSight, based in San Jose, Calif., to manage translation for its hp.com websites in 72 countries. And for its multilingual tech-support sites itrc.hp.com) HP uses software from Uniscape, based in Sunnyvale, Calif. HP hires its own free-lance translators for both sites. It retains control of its "translation memory," the database of proprietary language that has already been translated. "Leaving it in the hands of a vendor...
...staffed by native-language speakers. But by setting up Web operations rather than in-country divisions, the firm made a "minimal" investment in reaching the French and Italian markets, says Taylor. Berlitz, for its part, earned a boost to its reputation. The Sharper Image pays the firm to localize content for its German and British sites, which it launched this year. "Global branding," says Berlitz GlobalNET CEO Jim Lewis, "is the fastest-growing part of our business...
With this task, Summers has made a fine start. It is not that he is a far better speaker than Rudenstine; Summers, alas, still sounds more like the Treasury Secretary that he was than the University president he has become. But the content of his speeches marks a sharp departure from Rudenstine’s cautious truisms...