Probably 2X to 3X what they were 5 years ago. Machine-translated.” Slator characterizes the recent past of Moravia as a "quiet rise and strategic shift" and apparently they are a 160M company today. Machine-translated words to 70-80% of words which are “We’ve changed the way we do business from close to zero The number of words we are able to processįor our customers is much higher than it used to be in the past,” he I saw in a recent interview with the Moravia CEO, Tomas Kratochvil, stated that “We have 80% of content already going I believe this kind of broader and more global human focus will be part of the makeup of the best agencies in future, and is already part of the culture and DNA at truly global enterprises.Īs an aside, but somewhat related to changing trends, there is a lot more content out there that really matters, to drive global revenue, and is needed to get involved in many different customer related conversations that are key to international business success. Services typically fail to focus the human side of globalization. Both agencies and the corporate buyers of their Translation,” content to simply move content along a conveyor belt toĭeliver words to market.
Industry has become consumed with what amounts to “computer-enabled That assumes translation of product and marketing content is sufficient
Global business presently operates within an overly simplistic paradigm The problem is not just at agencies, as Aaron says: However, value is added by humans who understand the bigger picture, and tune business content creation processes to improve the overall customer experience regardless of locale and language.Īs all major enterprises today become more global, both in their internal workforce composition, and their primary market outlook, new, more culturally informed approaches are needed. Most of the agencies in the translation industry are involved in brokering human translation services, which is increasingly under price pressure, because most agencies add very little value to the production process beyond brokered project management, and we also see that MT is getting "good enough" to solve many enterprise needs to communicate multilingually. This is a guest post by Aaron Schliem, who writes on fundamental globalization questions.
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