Businesses can no longer be merely global. Now they must aspire to be 'glocal', combining the reach of the multinational corporation with the familiarity of the local family business. The web can help such businesses to establish their brands throughout the world, but to maintain the impression of a local presence in each country, a company has to get its message across in a variety of languages.
Manual translation can be time-consuming and expensive, so many large companies are turning to automated translation services. Most of us will be familiar with websites such as freetranslation.com, which offer rather rickety automated translations between a selection of languages. Businesses require a higher standard of prose, but the quality of automated systems is such that they can now produce a useful first draft.
"Automated, or machine, translation is increasingly becoming critical in enabling the delivery of foreign language content," Mark Lancaster, chief executive of SDL International, which provides translation services for Microsoft and Yahoo!, said during a Q&A with Times Online. "It will, however, never totally replace humans because machine translation will never deliver the high publishable quality required to deliver a company brand."
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