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Is Your Business’ Global Message Lost In Translation?

translation

Is Your Business’ Global Message Lost In Translation?

American businesses with plans to take their products global know they will need to overcome language barriers, but that little chore could prove to be a greater challenge than they realize.

The potential for missteps abounds as companies attempt to translate websites, apps, user manuals, print advertisements, marketing emails, and other materials for a customer base that’s not their usual audience.

“It’s critical that companies be aware of not just how their products will be perceived, purchased, and used in other countries, but also that selling internationally requires tweaking business processes,” says Ian A. Henderson, author of Global Content Quest: In Search of Better Translations and co-founder with his wife, Francoise, of Rubric (www.rubric.com), a global language-service provider.

“Many products designed for and by Americans are in high demand in other countries, but that doesn’t mean the user experience will be exactly the same.”

Some translation complications that businesses encounter could easily be avoided, Rubric’s founders say. A few of those problematic situations include:

Creating poor user journeys. The Hendersons say they sometimes encounter clients who have a general idea of what the content should be in English, but have not thought about what it should be in other languages, or how to adjust it for different cultures. “Because of this,” Ian Henderson says, “people often end up translating for the sake of translating from some vague idea of necessity, rather than to intentionally grow the international market for their product in a strategic way. This leads to a poor user journey.” If you don’t put time and thought into what you are translating and why, he says, you may end up with inconsistency in content.

Using misapplied tools. Companies often look for software that will solve all their problems, and in many cases a multi-language feature is sold as part of a content-management system, or a product-information management system. “Unfortunately, it is often not very effective,” Francoise Henderson says. “Translation is more of an art than a science, and it is rarely as simple as plugging words into a program.” She recommends running a pilot program to test out new software before committing to buying it.

Adding translation to someone’s other responsibilities. Companies often make the mistake of assigning translation duties to someone already on staff simply because they speak the languages in question. “On the surface, that seems to make sense because the person knows your product and is already on your payroll,” Ian Henderson says. But the employee won’t make translation a priority because of competing responsibilities. When the employee does prioritize the translation, the rest of their work suffers. Also, just because they speak the language doesn’t mean they are competent writers who can successfully convey a message from one language to another.

Being stuck in silos. If departments within a company fail to communicate, information might be unintentionally translated multiple times, costing the company thousands in extra translation costs, Ian Henderson says. Other times, different departments will use different vendors to translate. So when put through translation, a product’s packaging claim might not correspond to the material that marketing or legal is sending out. One solution, the Hendersons say, is to have a central communications hub through which everything flows.

“One thing we’ve learned is translation is more than just a language problem,” Francoise Henderson says. “People and the products they buy vary from country to country. As a result, marketing can’t be too uniform because it won’t speak to all the audiences. But if it’s too individualized, you can lose your brand identity. The trick is creating a balance that both preserves the global brand and serves the local needs.”

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About Ian A. Henderson

Ian A. Henderson (www.rubric.com), author of Global Content Quest: In Search of Better Translations, is chief technology officer and co-founder of Rubric, a global language service provider. During the last 25 years, Henderson has partnered with Rubric customers to deliver relevant global content to their end users, enabling them to reap the rewards of globalization, benefit from agile workflows, and guarantee the integrity of their content. Prior to founding Rubric, Henderson worked as a software engineer for Siemens in Germany.

About Francoise Henderson

Francoise Henderson is chief executive officer and co-founder of Rubric, overseeing worldwide operations and Global Content strategy. Under her guidance, Rubric has generated agile KPI-driven globalization workflows for its clients, reducing time to market across multiple groups and increasing quality and ROI. Francoise has over 25 years’ experience in corporate management and translation.

24/7 Automotive Production Supported with MSM PortalTrack

Automotive manufacturers aiming to keep the production flow moving while accessing real-time data and information are in for a new type of integrated RFID solution through the MSM PortalTrack system. The PortalTrack software provides a customizable, secure, and independent IoT Network while providing real-time visibility.

“With a 24×7 production, it is imperative that the right parts and the right counts be at each designated workstation in the process,” said Brett Wilkerson, Business Development Manager at MSM Solutions.

Additionally, the software platform’s reporting and metrics abilities provide a seamless solution for automotive production lines, as its capabilities to
manage RFID read data are supported by durable metal mounted hard tag readers with ranges up to 20 feet.

“Having real-time visibility into the production flows instantaneously allows you to quickly react and institute the corrective measures so the production stays on schedule and replenishment efforts remain focused on the most critical parts at any given time,” Wilkerson added.

The game-changing technology provided by MSM Solutions is rooted in a
customized, cloud-based Cradlepoint IoT Network with minimal costs and reduces the needs for additional IT support. Companies can anticipate recapturing of a new system within three months or less.

To read more about the importance of 24/7 automotive operations, please visit the MSM Automotive Case Study.

Microsoft Azure to Boost Software Solutions

More responsive, productive and compliant supply chain operations serve as the primary goals behind global solutions provider Descartes’ announcement of further deploying Microsoft Azure. The company confirmed the increased integration will support manufacturers, retailers, distributors and logistics services providers.

“We selected Microsoft Azure for its impressive features, scalability and breath of solutions, and are excited at the value Microsoft’s solutions bring to our logistics solutions,” said Ken Wood, EVP of Product Management at Descartes. “The movement of goods, both domestically and internationally and across multiple modes of transportation, generates massive amounts of data associated with logistics transactions. As supply chain management becomes even more important to companies’ financial success, the ability to derive greater business value from logistics data can help organizations develop strategies and tactics to spur growth and differentiate themselves.”

Descartes currently employs Azure services for research and import/export data,  including Descartes Datamyne™ Market Insight and Descartes MacroPoint™ with plans to integrate more of the platform’s solutions portfolio to better support customers by providing the tools necessary to make informed, data-driven decisions, according to the release.

“We are pleased to see companies like Descartes add value by integrating its cloud-based solutions with Microsoft Azure. The deep product integration with Descartes will help to drive the technology-enabled capabilities that its global customers can use to enhance logistical capabilities,” Suzanne Gagliese, VP One Commercial Partner, at Microsoft said.

Hermes

Hermes Logistics Makes Moves to Meet Increased Global Demand

Hermes Logistics Technologies has expanded its India and UK teams in an effort to meet the increasing global demand of the H5 cargo management system.

“As Hermes continues to develop its core products to meet the demands of a growing customer base, we are pleased to welcome new members to our global team to provide support and innovation to our digital solution portfolio,” said Alexis Labonne, Chief Technology Officer, HLT.

The team expansions will support the company’s goal to create new platform applications and business analysis while penetrating customer regions. Following its introduction to the Hanoi Airport, Vietnam region in 2018, H5 system has gained notable attention, with planned implementations at Dubai World Central with RSA National and Hyderabad Airport, India.

“We are growing our teams in India and the UK to allow us to continue the development of new applications as part of our Hermes NG suite, which will complement H5’s software as a service (SaaS) Cloud offering,” said Yuval Baruch, Chief Executive Officer, HLT.

“By growing our presence in India, we will be able to strengthen quality assurance and quality control, and in addition, provide a more tailored response to our Asian customers.”

 

Source: Meantime Communications

 

$45 million in Financing to Boost Security Guard Services Technology

Toronto-based Georgian Partners and Montreal-based Caisse de dépôt et placement du Québec (la Caisse) confirmed a $45 million in financing was granted to Montreal-based tech startup TrackTik Software Inc., known for its integrated security workforce management cloud-based software.

The substantial amount of funds will support initiatives in expanding product development (including AI and MI technology) as well as support efforts in doubling the staff at TrackTik as the company broadens its international footprint.

Through the combination of perfect timing and what’s described as an ideal cultural fit, the companies Georgian Partners cites TrackTik’s technology aligns with current industry demands and  market pull.

TrackTik ranked No. 11 on the Deloitte Technology Fast 50 list, placed 36th on the Canadian Business 2018 Startup 50 ranking of Canada’s Top New Growth Companies, and received a 2018 SaaS Award for Customer Success by San Diego-based APPEALIE.

“This investment is in effect good news for the security workforce management industry as a whole as it is enabling us to reimagine every aspect of the industry, helping users of our technology to perform at unprecedented levels of intelligence and efficiency as they obtain their key business objectives,” said TrackTik Founder and CEO Simon Ferragne in making the announcement. “These unique tools will not only add value to our users but will in turn enable our clients to add value to their own customers,” he said, revealing that the new products are planned to start rolling out in early 2019.

“TrackTik’s unique end-to-end security workforce management software is advancing the security industry to improve services and make smarter, data-driven decisions,” said Steve Leightell, Partner at Georgian Partners. “They’ve built a powerful solution that is solving their customers’ greatest business needs and are truly leading the industry. We are thrilled to be working with the TrackTik team to develop their software’s cutting-edge artificial intelligence capabilities. Georgian’s core philosophy is that businesses utilizing applied AI will enable superior service levels in terms of capability, delivery, availability, accuracy and convenience, and so we look forward to being a part of this phase of their growth.”

“This new investment will enable TrackTik to continue its international development and reaffirms la Caisse’s support for technology companies, which represent a promising sector of Québec’s economy. One of the fastest growing technology companies in Canada, TrackTik will use the proceeds of this transaction to pursue its strategic expansion plan, which includes developing more machine learning technology,” adds  Managing Director Venture Capital and Technologies at la Caisse Thomas Birch.

Source: Progressive Marketing Innovations Ltd.

Compliance Software Supports Streamlining Operations

Increased automation efforts provided by MyEasyISO QHSE software has improved overall compliance for a plastic manufacturing company. The company’s name has not been revealed but confirmed it specializes in, “compression and injection molding, custom mold, insert & toll making services” according to a release this week. The software enables companies to increase streamlined communications and information access, simplifying and collaborating operations without disruptions and hindrances.

“With MyEasyISO QHSE software, we have received fast deployment and implementation. Our compliance was improved, and it gave more value-added service to us,” said QHSE Manager.

As automation efforts continue to become the standard in operations within manufacturing and supply chain management, companies are gaining hours back and reducing errors and inefficiencies. This ultimately enables owners to invest time and resources on the continuation of business efforts rather than fixing mistakes. Additionally, the MyEasyISO QHSE software ensures companies are up-to-date on the most recent process compliance requirements while working on several projects at the same time.

About MyEasyISO

MyEasyISO maps to your business processes and workflow requirements precisely. It is a world-class and robust platform that lets you use pre-built modules. Rich and comprehensive business intelligence functionality built on a smart framework that delivers reports on demand or scheduled. MyEasyISO software is smart enough to know the specific needs of your organization to help you manage ISO compliance smartly.

MyEasyISO helps in achieving ISO certification so you can manage regulations and standards like ISO 9001:2015, ISO 14001:2015, ISO 45001, ISO 17025, ISO 13485, ISO 22000 and many others. Whether online or on-site support, our MyEasyISO experts are there with you whenever you need them -24/7.

Source: EIN Presswire