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Dictionaries making a “comeback”

Source: WNYC
Story flagged by: Jared Tabor

Ben Zimmer, language columnist for The Wall Street Journal, returns to discuss how dictionaries are making themselves relevant again through social media and other digital tools. Merriam Webster has recently experienced a surge in popularity on social media in response to their tweets about politics and “alternative facts.” As Jesse Sheidlower said in a recent The New York Times article, “In times of stress, people will go to things that will provide answers. The Bible, the dictionary or alcohol.”

Hear the interview on the Leonard Lopate Show >>

Why don’t we write words the way pronounce them?

Source: TED
Story flagged by: Jared Tabor

How much energy and brain power do we devote to learning how to spell? Language evolves over time, and with it the way we spell — is it worth it to spend so much time memorizing rules that are filled with endless exceptions? Literary scholar Karina Galperin suggests that it may be time for an update in the way we think about and record language.

View the TED talk (in Spanish with English subtitles) >>

Google Translate with Word Lens allows you to point and translate from Japanese with your phone

Source: Google
Story flagged by: Jared Tabor

The Google Translate app already lets you snap a photo of Japanese text and get a translation for it in English. But it’s a whole lot more convenient if you can just point your camera and instantly translate text on the go. With Word Lens, you just need to fire up the Translate app, point your camera at the Japanese text, and the English translations will appear overlaid on your screen—even if you don’t have an Internet or data connection.


Net-Translators announces partnership with WPML

Source: prweb
Story flagged by: Jared Tabor

Net-Translators, a leading provider of website translation services, announced today that it has partnered with WPML, the leading multilingual plugin to create a website in more than one language.

The recent partnership with WPML, a product of OnTheGoSystems, allows users of WordPress, the most downloaded website and blog content management system (CMS) available, to author content and easily translate it into different languages without any coding. Once the plugin is installed, anyone on WordPress can connect directly with Net-Translators to start a website translation project. With thousands of professional translators, proofreaders and editors from around the globe, Net-Translators offers translation services into more than 60 languages. The plugin also includes advanced features for translation management and an interface for our translators.

“We decided to team up with WPML because we want to provide the millions of WordPress users with an easy, seamless way to get their websites translated,” notes Shy Avni, CEO and co-founder of Net-Translators. He continues: “The plugin can be installed by anyone in order to turn their website into a multilingual version. This revolutionary new way of translating websites is in line with our ongoing commitment to develop and offer the most efficient localization tools and technologies to our customers.”

“We are excited to work with Net-Translators and offer their service to WPML clients,” said Amir Helzer, OnTheGoSystems’ Founder and CEO. “Net-Translators offers expertise and quality that our clients need. This partnership allows each of us to focus on our expertise and provide complete value to clients.”

Additional information including step-by-step instructions on how to get started with WPML and Net-Translators is available by visiting:

Regulation, Process and Profit: A Look at Localization in Life Sciences [Podcast]

Source: Moravia
Story flagged by: Jared Tabor

Accuracy in the Life Sciences field is one of the most challenging areas for professional translators and LSPs. And there are several reasons why.

A translation error in a medical device or other medical-related materials can literally mean the difference between life and death. As a result, Life Sciences translation and localization are as regulated as they are specialized.

What are the implications of regulation in translation? How strictly is it enforced? What does it take to become a professional translator in Life Sciences? Who actually qualifies and who doesn’t?

These are just a few of the questions Renato Beninatto and Michael Stevens discuss with Jeff Gerhardt, this week’s guest on Globally Speaking. With nearly 20 years of experience in the Life Sciences space, Jeff Gerhardt is the founder and principal of Centix Life Technologies, and was formerly a director of Global Labeling at Edwards Life Sciences.

Topics covered include:

  • What Life Sciences and medical device companies look for—and require—from LSPs
  • The need for tightly monitored processes that minimize translation mistakes and catch errors before a medical product actually gets released
  • The costs of retranslating or even making slight grammatical changes after a medical device is already on the market
  • How strategic translation and labeling decisions can help prevent inventory bottlenecks

Listen to the podcast here >>

Esther Schor on the history of Esperanto

Source: WNYC
Story flagged by: Jared Tabor

Poet and scholar Esther Schor joins us to discuss her book, Bridge of Words: Esperanto and the Dream of a Universal Language, which details the history of a constructed language called Esperanto. She tells the story of Ludwig Lazarus Zamenhof, a Polish Jew, who in 1887 had the utopian dream of creating a universal language that would end political and ethnic conflict, and enable everyone to communicate.

Listen to the interview on the Leonard Lopate Show >>

Video remote interpreting pilot project in California courts

Source: California Courts website
Story flagged by: Jared Tabor

A Video Remote Interpreteing (VRI) pilot project is underway for courts in the US state of California, and is set for its trial run of six months starting in July 2017. From the California Courts website:

Video Remote Interpreting uses videoconferencing technology to provide court users with a qualified interpreter, when an onsite interpreter is not readily available. In June 2016, the Judicial Council approved a VRI pilot project to evaluate and test VRI technology in the courts, pursuant to recommendations in the Judicial Council’s Strategic Plan for Language Access in the California Courts (the Language Access Plan, or LAP). This pilot project aims to expand language access within the California courts by testing different VRI equipment solutions. The pilot will include input from the public and court stakeholders to help the branch evaluate how and when VRI may be appropriate for different types of case events (short matters). On an individual basis, the court will determine if each case event is appropriate for VRI. For a quick review of VRI, download the Video Remote Interpreting Fact Sheet.

Potential Benefits of VRI include:

  • Increased access to qualified (certified and registered) interpreters, especially in languages of lesser diffusion.
  • Allowing court users to see and talk to an interpreter in their language without extended delay, despite not being in the same room, or even the same city.
  • Allowing court users to resolve short, non-evidentiary, non-complex and uncontested hearings, even when on-site interpreters are unavailable, lowering the need to reschedule court visits.
  • Private and confidential VRI conversations, similar to in-person interpreting.

See the project outline >>

Korean becomes Microsoft Translator’s 11th neural network translation language

Source: Microsoft
Story flagged by: Jared Tabor

Last year Microsoft announced the release of its Neural Network based translation system for 10 languages: Arabic, Chinese, English, French, German, Italian, Japanese, Portuguese, Russian, and Spanish. Today, Korean is being added to the list.


At a high level, Neural Network translation works in two stages:

  1. The first stage models the word that needs to be translated based on the context of this word (and its possible translations) within the full sentence, whether the sentence is 5 words or 20 words long.
  2. The second stage then translates this word model (not the word itself but the model the neural network has built), within the context of the sentence, into the other language.

Neural Network translation uses models of word translations based on what it knows from both languages about a word and the sentence context to find the most appropriate word as well as the most suitable position for this translated word in the sentence.

One way to think about neural network-based translation is to think of a fluent English and French speaker that would read the word “dog” in a sentence: “The dog is happy”. This would create in his or her brain the image of a dog. This image would be associated with “le chien” in French. The Neural Network would intrinsically know that the word “chien” is masculine in French (“le” not “la”). But, if the sentence were to be “the dog just gave birth to six puppies”, it would picture the same dog with puppies nursing and then automatically use “la chienne” (female form of “le chien”) when translating the sentence.

Here’s an example of the benefits of this new technology used in the following sentence: (one of the randomly proposed on our try and compare site:

M277dw에 종이 문서를 올려놓고, 스마트폰으로 스캔 명령을 내린 뒤 해당 파일을 스마트폰에 즉시 저장할 수 있다.

Traditional Statistical Machine Translation would offer this translation:

“M277dw, point to the document, the paper off the file scan command Smartphone smartphones can store immediately.”

Neural Network translation, in comparison, generates this clear and fluent sentence:

“You can place a paper document on M277DW, and then save the file to your smartphone immediately after the scan command.”


The Evolving English WordBank chronicles and preserves dialect

Source: The Guardian
Story flagged by: Jared Tabor

Have you ever been called mardy, been mithered, complained of someone being nesh, labelled them a numpty or had people look at you blankly because a word you have used since childhood does not form part of their vocabulary?

If any of the above sounds familiar then congratulations: you are living proof that the death of dialect is greatly exaggerated.

Dialect has been mourned for a while now. It is well over 20 years since the term “estuary English” was first coined, while a more recent report concluded that “talking to machines and listening to Americans” could spell the death of regional accents and much-cherished dialect words within the next 50 years.

This fear does not, however, extend to the British Library where linguists continue to chronicle words used in different places and, where possible, preserve them by recording people using them.

Jonnie Robinson, lead curator of spoken English at the British Library and the author of the Evolving English WordBank, says the exercise – which saw ordinary people across the country “donate” words in special recording booths between 2010 and 2011 – proves that dialect words are far from being extinct.

“A lot of people feel dialect is dwindling but actually, although it’s changing … you can find examples of continuity,” Robinson says. The Evolving English WordBank contains 1,500 contributions to date, many of which are dialect words.

Some have shown incredible longevity. Robinson points to the word “puggle”, a word donated by a woman in Birmingham in 2010 which she defined as having “a poke about” or having “bit of of a look” for something.

“I don’t know where it comes from,” the well-spoken woman in her early 30s said in her contribution. “I always thought it was a real word and it turns out it’s not.”

Yet when Robinson looked into it he found puggle in the 19th-century English Dialect Dictionary, one of two major linguistic projects examining how geography and social class affects vocabulary (the other is The Survey of English Dialects, a collection of more than 1,300 words from 300 locations across England in the 1950s).

“The word puggle has been used in the home counties for at least 100 years,” Robinson says, “and here it is being used today, somewhat self-consciously, but used nonetheless by a middle-class young female in the south of England.”

Other submissions are instantly recognisable, either because they are still commonly used or because they have been popularised, or both. “Mardy” (meaning moody or irritable), a word chronicled more than a century ago, is still widely used in the north and Midlands of England. Its further popularisation through the Arctic Monkeys song Mardy Bum helped make it one of the most commonly donated words to the WordBank.

The collection also captures once common words that now survive in just a few geographical pockets. For example “owt” (meaning anything) was widespread in Old English. Now it only persists in certain areas in the north and Midlands, including Yorkshire.

Dialect words can be a way of establishing a person’s shared roots and the basis for unusual social bonds: one woman told the story of a work colleague who, on finding out she was from Grimsby, immediately asked if she knew what “spoggy” meant (chewing gum).

However, words are not necessarily unique to one location – dialect tends to turn up in different locations. A common example is that words and phrases that originated in Scotland often appear in Northern Ireland because of the strong historical connections between the two places.

So children are still being called “thrawn” (difficult or contrary) in Northern Ireland more than 500 years after its first documented use in the Oxford English Dictionary, while the same child might be told to “hold your whisht” (be quiet) over 200 years after Robert Burns used the line in verse.

Of course words do die. The distinguished linguist David Crystal has produced a book and website chronicling disappearing words, while Bradwell Books’ county series of dialect glossaries features many old word forms that are no longer with us.

Robinson is not blind to the evolution of language, but he does not believe that younger generations not using the words their parents or grandparents did spells the end of dialect.

“It’s very easy to pick up a dialect glossary of the 1950s, give it to a group of teenagers and say: ‘How many of these words from your town do you know?’ Many teenagers might not know them but that would have been the case if you had carried out the same exercise in the 1960s. Language is constantly changing.”

Research shows people are most likely to use dialect in their formative, playground years and again in their later years once they have left the professional sphere. This is partly because, in the work environment, people tend to gravitate to a “very mainstream vocabulary” to ensure they are understood.

He says the growing tendency for people to grow up in one area, then move to another for educational purposes and somewhere different for work also has an impact. “The fact is that people now encounter different social groups and we operate across those dialectal boundaries,” he says.

“But go to a pub where a group of people who all grew up in that town are out and having a non-self-conscious conversation among themselves [and] you’ll capture dialect,” he says, adding that this in itself is evidence that helps unpick the “urban myth that we are all beginning to sound the same”.


The Dictionary of American Regional English tracks down unwritten terms which are dying out

A lighthearted look at what neural machine translation can (but shouldn’t) do

Source: Doug McGowan, Moravia
Story flagged by: Jared Tabor

Alon Lavie, who heads up the Amazon Machine Translation Research and Development Group, said in a recent Globally Speaking podcast, that neural machine translation “makes very, very strange types of mistakes … because it’s not a direct matching between the source language and the target language in terms of the words and the sequences of words…” Thing is, the strangeness can get masked by the smoothness.

Recently I found myself feeding this line of text through Google Translate.

For these products, please use 視覚化 not 可視化 based on the definition at the following URL:

It was aimed at linguists, instructing them to use the term shikakuka instead of kashika depending on context. Both words mean “visualization” but have slightly different nuances. And the results were so humorous I thought it would be a shame not to share them.

The neural cogs went whizzing and immediately gave me this:

Google translate result 1

You might expect that the two Japanese terms 視覚化 and 可視化 in the source would make it through to the target text. After all, there’s no need to translate them. But no. Instead, it produced 視覚障害, a big red flag. Just hit the reverse translate button (always a good idea to do that) to see what it means…

Okay, is this even close to what I wanted to say? Avoid visual impairment? Did I want to discriminate against someone? Of course not. Problem is, the Japanese text is so fluent that it reads like I really mean to be really mean.

Alon was absolutely right. Very strange. What is going on inside those neural networks of theirs? Can I pre-edit the source to help the MT to produce a better output? Maybe that unnatural colon at the end of the sentence is wreaking some sort of unexpected havoc? Let’s change it to a period.

Google translate result 2

Nope. It’s still giving us that problematic 視覚障害 but followed by some different wording.


Uh, yeah. So changing two dots ( : ) to one ( . ) takes us from “avoid visual impairment” to “confirm that there is no visual impairment”. Help!

Read the full article >>

The century of American global domination of language is over, a linguist says

Source: Quartz Media
Story flagged by: Jared Tabor

While some argue that the infiltration of American English is constantly speeding up, Lynne Murphy, an American linguist living in the UK and a reader in linguistics at the University of Sussex, says that in fact the great era of American English as the language of the world was the 20th century, and it’s over.

“American culture (and words) could easily spread in the 20th century because it was hard to produce and distribute recorded entertainment, but the US had the capacity and the economy and the marketing savvy to do so,” Murphy wrote in a recent blog. What’s changed in the 21st century, she suggests, is that the internet has re-formed our relationship with media, making audiences less purely receptive, and more able to seek out the content that interests them. Ultimately, she argues, there’s more “exchange of words between people, rather than just reception of words from the media.”

“[P]opular songs are less universally popular, because people have more access to more different kinds of music on download,” she writes. “Instead of two or three or four choices on television, there are hundreds. And if you don’t like what you’re seeing you can go on YouTube or SoundCloud…and find all sorts of people doing all sorts of things.”

Geopolitics is also involved. During the last century, two world wars and the Cold War saw Americans posted all over the world, “using their slang in the presence of young recruits from other countries,” she writes. American manufactured goods were widely exported and advertised. With the election of Donald Trump as US president, however, the country’s rhetoric has become decidedly more isolationist. Murphy asks both whether its words and its culture will flow so freely abroad as before, and whether the rest of the world will be as receptive to them.

Not everyone agrees. Matthew Engel, author of forthcoming book That’s the Way it Crumbles—The Americanization of British English, argues that America’s cultural and technological strength globally make it hard for other languages—including French, German, and Italian as well as British English— not to metamorphose under its weight.

AppTek announces updated Talk2Me® bi-directional speech-to-speech translation apps

Source: AppTek
Story flagged by: Jared Tabor

Applications Technology (AppTek) announced the release of the latest version of its Talk2Me applications. Leveraging AppTek’s proprietary Automatic Speech Recognition (ASR) technology, Talk2Me allows for instant bi-directional speech-to-speech translation in 14 languages. Apps for English and Spanish as well as English and Arabic are currently available for free on the App Store.

The updated version uses AppTek’s latest real-time streaming API infrastructure for faster and more accurate translations. “Advances in our deep neural networks modeling and API infrastructures enable real-time conversation between speakers of different languages,” commented Adam Sutherland, CEO of AppTek. “We will be expanding beyond Spanish and Arabic soon.”

Talk2Me, itunes (Spanish) >>

Talk2ME, itunes (Arabic) >>

Talk2Me, Google Play (Spanish) >>

MateCat wins TAUS Game Changers Innovation Contest in Shenzhen

Source: TAUS
Story flagged by: Jared Tabor

On 1 March 2017, at LocWorld Shenzhen, TAUS organized their Game Changers Innovation Contest with the help of host Henri Broekmate from Lionbridge. Ten presenters were asked to spend six minutes on the stage to showcase their innovative idea, perspective or technology. About 100 people gathered in the room to witness this event. The more than 250 attendees of LocWorld all received a link to vote for their favorite.

Henri Broekmate, General Manager for the Asian Region at Lionbridge, opened the contest, introducing the topics that were going to be discussed in the contest and which are on everybody’s mind these days. Quality, data, machine translation and machine learning, interoperability. Topics that TAUS focuses on in the next five years as well.

“It’s clear to me that the pace of innovation is accelerating in our industry,” says Henri Broekmate. “It was very encouraging to learn about advancements in automation across multiple fields, ranging from rapid quoting, translation education and evaluation, real-time mobile-based human translation and language quality evaluation, to name but a few. In addition, domestic China enterprises are getting into the mix and they’re starting to put pressure on more established players in the language technology and services space.”

On 2 March 2017, at the Closing Ceremony of LocWorld, the winner was announced. More than 100 votes came in and it was a tight race. There can, of course, be only one winner and the winner of the Game Changers Innovation Contest – Shenzhen is Claudia Di Lorenzo from Translated/MateCat, presenting MateCAT IQ.

“It’s great winning the Innovation Contest for the second time! MateCat continues bringing innovation to the translation industry. We’re glad that the great audience at LocWorld recognized how simple it is to start selling translations online with the MateCat Instant Quote widget (IQ),” says Claudia Di Lorenzo.

See more >>

Jhumpa Lahiri talks about her translation of Domenico Starnone’s “Ties”

Source: WNYC
Story flagged by: Jared Tabor

Pulitzer Prize winning novelist Jhumpa Lahiri discusses her translation of Ties, a new novel by bestselling Italian novelist and screenwriter Domenico Starnone, winner of Italy’s most prestigious literary award, The Strega. “Ties” tells the story of Vanda and Aldo’s strained marriage, when Aldo decides to leave Vanda and their children for a younger woman.

Listen to the conversation on The Leonard Lopate Show here >>

Jhumpa writes about the path to translating Ties in this Literary Hub article.

Jhumpa writes about teaching herself Italian in this New Yorker article.

KantanMT users can now customize and deploy neural machine translation engines

Source: Slator
Story flagged by: Jared Tabor

KantanMT announced that users will now be able to build and deploy their own Custom Neural Machine Translation (NMT) engines to translate entire documents in any of the 260 language pairs supported by KantanMT. Clients can create the KantanNeural™ engines directly on the KantanMT platform using their own training data simply by selecting Neural MT as the ‘engine type.’

KantanNeural engines are set up to incorporate some of the most powerful KantanMT features, including the seamless combination of Translation Memory (KantanTotalRecall™) and Machine Translation output, automatic post-editing (PEX) and tokenization exceptions.

This new development follows the news of the launch of NMT stock engines in Legal and Automotive domains, which are available within the extensive KantanFleet™ Library. KantanMT clients however, can now use their own training data from any domain to create the NMT engines.


“Shakespeare in Modern English” provides side-by-side translations of plays

Story flagged by: Jared Tabor

Reading a modern English version of Shakespeare just isn’t the same. But, uh, not understanding what on earth he’s saying? Not so great either. Shmoop’s Shakespeare in Modern English gives students the best of both worlds: reading the original text right alongside a modern English translation and summary.

Shmoop ( is known for its all-inclusive guide to Shakespeare called Shmooping Shakespeare, which includes everything students could ever want to know about the Bard: in-depth summary and analysis of every single one of his plays and many of his poems; an extensive biography; an entire section devoted to his most famous quotes and another devoted to the words he coined; and Shmoop’s famous Shakespeare Translator, which lets users turn their speak into Shakespeake.

Shakespeare in Modern English is the cherry on top, giving users the ability to read Shakespeare’s plays in their entirety while getting side-by-side insight into what’s actually happening in each scene. “If students aren’t quite grasping what’s going on, we Shmoop the next day after a long night’s reading,” says Jade Clukey, teacher at Carrabassett Valley Academy in Maine. “It has been especially helpful while reading Shakespeare!”



Petition to designate Sign Language as the 12th official language of South Africa

Source: Day News
Story flagged by: Jared Tabor

Unless you’re one of few people who know how to sign, or are affected by hearing problems, you may have missed that World Hearing Day was celebrated this past March 3rd. There are about 70 million people around the world who use Sign Language as their mother tongue. And in South Africa, the National Deaf Association (SANDA) is petitioning for Sign Language to be included as the 12th official language of the country. On Monday of this week, the launch of the South African Sign Language Campaign in Johannesburg began. On that same day, the protectionist body for religion, culture and linguistic rights signed a memorandum with SANDA. The purpose of which was to recognize the importance of Sign Language, in a bid to elevate it to becoming an official South African language.

Well-known South African actor, Sello Maake Ka-Ncube, commented: “I wish our government could look into ways to elevate the lives of deaf people. Universities should be flooded with interpreters, so when deaf people have to go to University, they don’t have to think twice. Most Universities are not providing that service.” Founder of the for the preservation and promotion of South African arts and culture, Maake Ka-Ncube’s own daughter is deaf. He said that he never realized how hard tertiary education was for deaf people until his daughter attended a higher education institution. He gave a compelling speech in support of improved initiatives for deaf people, breaking down as he told the audience about the moment he realized that his daughter was deaf. “She’s been a star in my life. She may not even know how,” he told, fighting back the tears. Chairperson of the Commission for the Promotion and Protection of the Rights of Cultural, Religious and Linguistic Communities (CRL), Thoko Mkhwanazi-Xaluva, was also present. She stated that she was hoping to work side by side with Maake Ka-Ncube, as well as other deaf communities to campaign for their rights. Their end goal is to get Sign Language recognized as South Africa’s 12th official language.

SANDA CEO, Jabulane Blose, commented that legally recognizing Sign Language as an official language was vital. Achieving this status will greatly help to promote deaf people’s rights and encourage their equal participation in society. Blose further called out to all higher education institutions make Sign Language readily available to students. “The challenge is that there are only a few institutions offering Sign Language at the moment. There is limited access to it,” Blose disclosed. A CRL report stated that at least 80 percent of the world’s estimated 70 million deaf people are unable to get access to education. Furthermore, less than 2 percent of these receive an education in Sign Language. “We need to start with universities and make basic Sign Language available at schools. At the University of Free State, for example, we have Sign Language available. We need more training programs to be implemented so there is momentum,” said Blose.

Day News >>

State in India resolves to introduce dying local dialects as third languages in schools

Source: Northeast Today
Story flagged by: Jared Tabor

The Indian state of Arunachal Pradesh’s government is determined to introduce “dying” local dialects as third languages in schools, says state Art & Culture and Research minister Dr Mohesh Chai.

Chai, while referring to a UNESCO report that 34 languages in the state are endangered, with four of them being critically endangered and on the verge of extinction, stated “We will definitely introduce the local dialects as third language in schools. Presently, Adi and Galo languages are being taught in schools of areas dominated by those communities as third language.”

The minister further asserted that the research department has been documenting the languages of Arunachal since 1951 and, to date, 42 languages have been documented, covering most of the major and minor tribes of the state.

See more >>

Moravia makes Inc. Magazine’s Europe 5,000 list for second year in a row

Source: PR Newswire
Story flagged by: Jared Tabor

For the second year in a row, language service provider Moravia has earned a place in Inc. Magazine’s list of the 5000 fastest-growing private companies in Europe.

Moravia ranks number 4660 in the 2017 Inc. Europe 5000 list, which reflects the percentage of revenue growth between 2012 and 2015. Moravia grew at a rate of 132 percent over the three-year measurement period, and ended 2015 with €121.1 million in revenues (USD 134.4 million).

All companies that compete for the Inc. 5000 list must submit audited numbers that are verified by a CPA or other qualified third-party authority.

According to Tomas Kratochvil, Moravia Chief Executive Officer, the honor is particularly meaningful this year because it confirms Moravia’s ongoing commitment to fast growth and scalability.

“It’s already an honor to be recognized as one of Europe’s 5000 fastest-growing private companies in a single year,” Kratochvil said. “Of the total, only a small percentage—around fifteen percent—also make Inc’s Europe list two years in a row, and Moravia is one of them.

“Fast growth is much harder to maintain over a longer time period, and making the Inc. list again is a great achievement for our entire team,” he added.


See Inc. Magazine’s complete list of Europe 5000 for 2017 >>

Huawei selects SDL as partner for its global digital marketing

Source: Market Watch
Story flagged by: Jared Tabor

SDL has announced that Huawei, a leading ICT (information and communications technology) solutions provider, has chosen SDL Marketing Solutions to power its global digital marketing strategy.

Huawei’s corporate division, Enterprise BG, offers ICT products and solutions to corporate and industry customers, including government and public sectors, finance, energy, transportation and manufacturing. As a global brand in pursuit of locally relevant digital content and messaging, it needed to create digital marketing experiences that combine global management and control with regionally nuanced understanding.

“SDL leveraged its superior network of local resources to provide us with content management and localization services to operate our website and optimize content for 14 countries,” says Qian Jinsong, senior manager, Huawei EBG Sales and Marketing. “They’ve become an integral part of Huawei’s global marketing strategy. With SDL, we have significantly increased responsiveness to the needs of frontline sales and marketing managers. We’ve also seen this solution foster an increase in traffic and conversion rates in all markets.”

Since 2015 SDL has deployed senior multilingual marketing specialists to 14 countries that Huawei Enterprise BG operates in, helping them in three core areas:

1) Synchronized global publication of site content: Review all site content for local relevance, submit and track a list of issues, and supervise the content update process to complete the online publication of multilingual content on time and to a high standard of quality.
2) Unified management and control of traffic and conversion rates: Optimize search engine keywords for local markets, implement traffic monitoring and analyze the resulting data to increase traffic and conversion rates.
3) Local optimization of marketing content: Rewrite marketing case studies, and produce mini-sites, electronic direct mail (EDM) and multimedia content to ensure marketing content respects local culture, practices, traditional concepts and any other considerations.

In less than one year, the number of visits, retention time and conversion rates for the Huawei Enterprise BG global site increased by more than 10 percent, and in some countries increased by as much as 20 percent.

“Huawei is a great example of a Chinese-headquartered company that’s growing rapidly on the global stage,” said Adolfo Hernandez, CEO, SDL. “With that success comes the complex challenge of managing and delivering relevant marketing content to each individual market. Understanding the nuances and cultural differences in each country is not easy, but our team has worked relentlessly to help Huawei accomplish just that.”

Read the Huawei case study >>

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