CST: 27/05/2016 03:18:31   

Lingotek and Digital Darwinism: Survival of the Fittest to Those Who Translate Fastest

85 Days ago

LEHI, UT --(Marketwired - March 02, 2016) -  "Digital Darwinism" describes an organization's ability to keep up with the fast-paced evolution of digital technology and society. Leading companies are embracing disruptive translation technology to communicate with a global market. 

As enterprise companies battle to win -- and maintain -- leadership in international markets, Lingotek is driving the continuous real-time translation component of globalization growth strategies. As evidence of the increasing demand for continuous real-time translation, The Translation Network company grew over 110% during 2015 bringing in multiple Fortune 100 and Global 2000 companies, doubled its employee headcount, and added a new U.K. office serving Europe, Middle East, and Africa (EMEA) customers.

Solving the translation challenge with technology
"Content translation cannot be an afterthought for international business," explains Lingotek CEO Robert Vandenberg. "Technology systems have already flattened travel, delivery, and time zone barriers. Global organizations can communicate, buy, sell, and hire anywhere in the world thanks to instantaneous data distribution. But, when that data needs to be translated, the flow of business has been painfully interrupted."

By the time traditional approaches identify, translate, and put transcribed content into place, it's old news. The business and its information have already moved on. "Today's customers expect real-time engagement with a global company -- no matter where they are," says Vandenberg.

Digital disruption: Are you a leader or a laggard?
Doubters of Digital Darwinism need only to look at the Fortune 500's recent history. In just 15 years, 52 percent of the names on the Fortune 500 list are gone. R. Ray Wang, author and CEO of Constellation Research, argues the phenomenon results from digital disruption. "…It's the non-traditional competitors that are creating new customers and new customer classes." Why? A staggering 30 percent of companies lag in technology, not wanting to change their business models.

Richard Foster, director at McKinsey & Company, finds the current life expectancy of a Fortune 500 company to be less than 15 years -- a dramatic drop from a 75-year lifespan just a half century ago. There is a vital need, he suggests, "to change at the pace and scale of capital markets." And that, both literally and figuratively, means speaking their language.

Translating at top speed across the enterprise
The culture of digitalized business thrives on automation: A customer's click of a button generates a flurry of order confirmation, inventory updates, fulfillment, and shipping without the company ever lifting a finger. But even among providers offering semi-cloud based capabilities, translation is largely a manual process. Content is sent offline, translated with no digital visibility, and returned via email or FTP for eventual upload.

In contrast, the Lingotek SaaS Translation Management System continuously detects content change, triggers workflow and distributes translated content to the right applications through automated processes.

For example, Lingotek will pinpoint an updated product description in one language, translate that content, then immediately apply it to every instance within the enterprise -- from customer websites to sales systems, product support, documentation, marketing content, and more. With connectors to top enterprise applications such as Salesforce, Marketo, Adobe Experience Manager, Drupal, and many others, Lingotek provides a seamless content experience for users.

Agility means market advantage
Adoption of agile digital translation pays off fast. Companies using Lingotek technology increase their translation throughput by more than 50% and reduce costs by more than 30% within months of deployment.

However, time and cost savings aren't necessarily the primary objective of growing companies. Digitization and automation enable powerful analytics and customer insights. "Lingotek users aren't buying translation, they're buying the ability to engage with customers across their entire brand experience. This is what drives the digital gaps and extends the leads in today's global marketplace," says Vandenberg.

Company expects continued growth
Do-or-die demand for immediate and across-the-board translation isn't going away. Lingotek has seen a spike in new adoption from companies in technology, finance, and manufacturing sectors. In 2015, the company tripled its user base from the previous year, expanding customer growth to more than 40,000 users.

In addition, the company plans to extend data analytics and intelligence, release additional application connectors throughout 2016, and allow businesses to integrate even more of their existing systems with this powerful translation technology.

About Lingotek
Lingotek's Translation Network is the only cloud-based solution to connect all your global content in one place, giving you the power to manage your brand worldwide. Our industry-leading technology pairs with the best enterprise applications to continuously push dynamic multilingual content to all of your global markets. Lingotek is based in Lehi, Utah, known as Silicon Slopes, and is funded by Signal Peak Ventures and In-Q-Tel.

For more information about Lingotek and its Translation Management System, visit www.lingotek.com.

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