This is a repost of an article that previously appeared in ITBriefcase.
Language is more than just a description of things in the world. It speaks to the culture that creates it. Now that our global culture is becoming increasingly digitized, not least with the addition of the Apple Watch and drone delivery, language is going to take on new meaning. The barriers to comprehension will be lower than ever, but the obstacles to effectively marketing your global business will rise. This sounds like bad news. It doesn’t have to be, especially if you understand that we’re on the ground level of language-barrier elimination and that it will help to act now.
Barriers are Becoming Opportunities
Mobile and the cloud have eased the language barrier to a matter of picking up your iPhone and pointing it at a sign or typing a quick phrase into an online dictionary. As the Internet of Things and wearables weave the next layer of the digital network—the so-called experience web—computers will eat the language barrier, too. You’ll be able to videoconference with someone who doesn’t speak English and understand every word. If your business includes an app, that app’s push notifications—and, by correlation, your brand—will automatically appear on the wrists of smartwatch wearers around the world in their language of choice.
Branding and messaging are poised to become more potent than ever. The value of your product must become more comprehensible to everyone. Essentially, your business will have to use the same tenets of mobile success and shrink them down into the tiniest wearable or automated channel.
Capitalism in the Post-Language Age
Digital audiences are already accustomed to customized content delivery, such as Facebook’s recommended reading list. These channels use the power of big data to connect people to content—and that concept is about to evolve.
The experience web is blurring the lines between online and the real world. The online world interacts more and more with the real world to help users have a fuller experience. Take the Google Gogglesapp for Android for instance. It instantly translates a number of languages in real time. You take a picture of a sign in Istanbul, and Goggles renders it with the text translated so you know that this is, in fact, the jeweler you’ve been looking for. No more guessing. Waygo, another app that translates text in pictures, works with Chinese, Japanese and Korean so you can order exactly what you want off the menu.
That kind of augmented reality is the next iteration of international commerce. Translation on the go not only makes travel easier, but it opens the doors to business opportunities that simply didn’t exist before. Travelers can ditch their phrasebooks in favor of the experience web, and businesses no longer need an army of translators in order to enter new markets.
With this new ease comes a new imperative: refine business and product strategies to include use of the internet in new markets and on the experience web. Note also that the high level of automation in the experience web means your content will get delivered to others in unexpected ways. This includes potential customers in these new markets so it is crucial that your content is ready.
The New Barrier: Understanding
The experience web will translate your content on demand whether you want it to or not, knocking down that language barrier automatically with generic machine translations. A quick search for translation fails will demonstrate why you want to provide your own translated material. When Google or Facebook decides to display your content in China or Brazil, you want it to reflect the translation and localization choices you made for your business—not the choices that other apps have made for you.
The experience web will eradicate the language barrier, but will make no guarantees about the understanding barrier. Automatic translation of deeper context and cultural considerations is still a ways off. You have to plan strategically for your niche in this new world as the big names pull content from everywhere to display all over.
Easier Content Consumption, New Business Challenges
Savvy businesses know that this new content delivery platform also means an evolutionary leap for sales, whether it’s drone delivery or one touch ordering from wearables. The experience web brings customized content from every imaginable source, from your doctor to your local coffee shop, and delivers it no matter where you are or with which device you’re interacting. We’re close to achieving a 21st-century rosetta stone. Is your business ready?
Language is social. It connects people and ideas. But what happens when it stops connecting, slows down, and goes offline? What happens when your global audience is left in the dark because your translations are stuck in someone’s inbox?
With the Translation Network, Lingotek makes your content accessible to your customers globally. By connecting your company with our technology and translators, we connect your ideas with the world. Lingotek makes going global possible.
Cloud Based Translation is Faster, Easier & More Efficient
Lingotek revolutionized the translation industry with its cloud-based networked translation technology. With Lingotek, you get an enterprise-grade, end-to-end solution that you control. Bring your translation workflow into the 21st century and get out from under the old-school, on-premise, traditional IT, and proxy architectures that slow you down and increase your costs with budget-busting implementation processes and ongoing maintenance.
Agile Software That Offers Scalability and Responsive IT
Our next-generation technology continuously delivers multilingual content and scalability to meet your increasing needs for more content, storage, and translation management. Lingotek’s cloud-based technology can extract large amounts of data and scale to any project size on the fly. With our agile software, Lingotek can be more responsive and can match your evolving requirements with fast IT.
Seamless Integration With Your Applications
Seamless integration with your enterprise applications and our translation management system lets you upload source content for translation, have it automatically translated, and download the translated content back into your original application.
Automated Workflows Put Your Translations on Autopilot
Put your translations on autopilot with customizable workflows that let you trigger actions throughout the project lifecycle. From notifying a reviewer when a translation is ready for review, to reporting project status to an external system, the Lingotek rules engine brings AI-like capabilities to your workflow.
Continuous, Real-Time Collaboration for Round-the-Clock Translation
With a vast network of translators working in our powerful cloud-based translation management system, you get continuous, round the clock translation and real-time collaboration.
Centralized File Management Gives You Control Over Your Content
Out-of-the-box integrations with popular CMS, CRM, marketing automation, knowledge bases, and social business software means your information resides in your system, giving you visibility, access, security, and control of your files and information.
Scalable File Storage to Match Your Growth
Our cloud-based Translation Network offers scalability that auto-scales to increased volume levels, without no additional charge for more file storage. It can scale as your usage grows.
Secure Your Information With Controlled Access to Files
Content stored in the Lingotek cloud is fully secured and kept private to your organization. Role-based authorization ensures that users only see information if they have been granted access by your project administrator.
Lingotek offers a wide range of translation solutions to its customers. Whether you are in the enterprise or federal space, or want our world-class translation services team to take care of your localization for you, Lingotek offers corporate and global translation solutions that are custom tailored for your needs.
Lingotek | The Translation Network is a cloud-based translation services provider, offering translation management software and professional linguistic services. We are the leader in collaborative translation technology with an innovative cloud translation management system (TMS) that uses computer-assisted translation (CAT) tools to facilitate faster, more efficient, language translation. Lingotek was the first to introduce cloud-based TMS technology to the United States in 2006 with the launch of a fully online, web-based, computer-assisted translation (CAT) system that pioneered the integration of translation memories (TM) with main-frame powered machine translation (MT). Our multilingual application program interfaces (API) and connectors pair with the industry’s top enterprise applications to automate and integrate the translation process. They include:
Customers can use their own language services providers (LSP) and linguists, or our global network of 5,000+ professional linguists. Lingotek is based in Lehi, Utah in the area known as Silicon Slopes.
Signal Peak Ventures is a Salt Lake-based venture capital firm that focuses on early-stage technology investments in the Intermountain region. The firm was established as Signal Peak in 2011 after the spin out of Canopy Ventures venture capital team and the acquisition of portfolio investments in ten other companies. The Signal Peak team has extensive experience in sourcing, executing, managing, and divesting venture capital stakes across the Intermountain region.
In-Q-Tel is a strategic, not-for-profit investment firm that works to identify, adapt, and deliver innovative technology solutions to support the mission of the U.S. Intelligence Community. Launched by the CIA in 1999 as a private, independent organization, In-Q-Tel's mission is to identify and partner with companies developing cutting-edge technologies that serve the national security interests of the United States. Working from an evolving strategic blueprint defining the Intelligence Community's critical technology needs, In-Q-Tel engages with entrepreneurs, growth companies, researchers, and investors to deliver technologies that provide superior capabilities for the CIA and the larger Intelligence Community.
Lingotek works with some of the largest, most innovative companies in the world, in a wide variety of industries and services including government, technology, finance, telecom, travel, and education. Our clients include departments in the U.S. Government and several large Fortune 500 companies. Here are some of the Customers that are trusting their translation processes with the Lingotek Translation Network.
We also work with a growing network of Partners--service providers, digital agencies, open sources technologies, and other strategically selected companies--to meet the unique translation requirements of our customers.
Comparably Best Company Leadership 2018
Comparably Best Company Managers 2018
Top 100 Companies in the Digital Content Industry - EContent 2017-2018
Comparably Best Company Leadership 2017
Comparably Best Company Culture 2017
Comparably Best Places to Work 2017
Comparable Best CEO - Rob Vandenberg 2017
Utah Business Book of Lists Top Telecom & Technology Software Developers 201
Utah Best in State Language Services 201
Silicon Review List of Inspiring 100 Companies 201
Top 100 Companies in the Digital Content Industry - EContent 201
Top 30 Drupal Contributor 201
Top Translation Services Company 2016 - PFin
Hot in Lehi Award Top Trending Companies - Owle
Top 100 Companies in the Digital Content Industry - EContent 201
Edison Award Finalist 201
CIO Microsoft 100 Solution Providers CIO Review 201
Edison Award Nominee 201
Gartner Cool Vendor of the Year 201
Oracle Gold Partner 201
Stevie Award Best New Product or Service of the Year SaaS Category 201
Most Innovative New Product Utah Valley Entrepreneur Forum 2006
Experience the Benefits of Networked Translation