Moving Beyond Content

Written by Erin Wynn, Chief Customer Officer at Welocalize, the following article appeared in Multilingual Magazine, July/August 2017 issue. The article, Moving Beyond Content, is a thoughtful view on how client needs in the globalization industry have evolved from transactional translation conducted by multiple vendors to an end-to-end approach, with one provider servicing all localization requirements along the global journey.


I have worked in the globalization and localization industry for nearly 15 years, nine of those with Welocalize and we have seen some big changes over the past couple of decades. We’re in the midst of one of the most revolutionary times in our industry, witnessing a shift from a myopic view of transactional translated content, whether marketing, UI or technical manuals, to language service providers (LSPs) delivering business solutions that serve all the “stops” on the global journey. Solution-selling has been part of the industry for many years, but LSPs now have the resources to address the broader scope. Whether it be through acquisition or maturation of the industry, buyers of language services in any industry no longer have to work with multiple providers to cover the many different global services needs on their globalization journey.

Global language solution providers must service multiple stops on the global journey – from filing a patent application right through to software testing and driving global digital marketing campaigns. Moving away from content and becoming entrenched in a customer’s business and global brand is the evolution. LSPs are becoming an extension of their clients. Many of the stops along the journey don’t have anything to do with translation. We’re not just delivering translation or pure language services anymore. A global digital marketing campaign with targeted SEO activity goes through transcreation. The testing of a localized software product requires engineering skills and an in-depth understanding of a client’s product and brand, not just linguistic skills. The development of APIs to ensure a streamlined workflow across the technology tools may process translations, but the skills required from LSPs no longer reside only in translation. Our industry is moving beyond content and original niche of linguistics and translation. LSPs that will succeed in delivering world-class solutions will service clients across the board, at all the stops, with forward-thinking solution selling and an innovative value approach.

The globalization and localization industry is a consolidating and maturing industry. In May 2010, the Common Sense Advisory (CSA) calculated that the market for outsourced language services was worth US$26.327 billion. Last year, CSA valued the market at US$40.27 – nearly doubling in six years. Some of this consolidation is driven by acquisition, enabling the delivery of solutions across many stops on the journey. In 2016, Welocalize acquired Spanish-based NOVA and Californian-based Global Language Solutions (GLS), in addition to the successful acquisition in 2012 of leading legal solution provider, Park IP Translations. These acquisitions pointedly look to grow solutions into life sciences, healthcare, legal, regulatory and compliance, to help serve clients, from the research and development stage through go-to market and final clinical trials. This year we continued to see further consolidation in the life sciences industry when RWS acquired LUZ, a company with its roots firmly in life sciences and the medical device sector. In May 2017, Amplexor, #9 on CSA 2016 list of largest LSPs, acquired US-based Sajan to increase presence in North America.

To better serve clients, it is an intelligent move for global LSPs to gain entry to specialist areas like life sciences and legal. It completes the full life cycle – the global journey – of bringing products and services to global markets. Our continued growth and expansion mean we are better positioned to mirror the industries we serve.

As we progress and continue to mature and consolidate, the industry will become driven by managed service providers and less language service providers. It’s about creating the ultimate customer experience at a global and local level and that will transcend translation and content.

Erin Wynn is Chief Customer Officer at Welocalize.

Welocalize Ranked in Top 10 Global Language Service Providers

Common Sense Advisory Recognizes Welocalize as the 7th Largest LSP in the World

Frederick, Maryland – July 18, 2017 – Welocalize, global leader in innovative translation and localization solutions, today announced its official ranking as the 7th largest language services provider (LSP) in the world and 4th largest in North America, based on 2016 reported revenues. The rankings were issued by independent market research firm Common Sense Advisory (CSA Research) in the report titled “Who’s Who in Language Services and Technology: 2017 Rankings.” In another recently released CSA report, “The Language Services Market 2017,” the global market for outsourced language services and technology has been valued at US$43.08 billion.

Welocalize recently announced its 20th anniversary, having been founded in 1997 by husband and wife, Smith and Julia Yewell. Welocalize has grown to become a world leader in managed language services and for the past six years, has consistently been ranked in CSA Research’s top 10 global language service providers.

“Welocalize is one of the most well respected brands in the language service industry and our regular appearance in CSA Research’s top ten ranking of global language service providers is testament to our incredible global teams located across our 22+ offices around the world,” said Welocalize CEO Smith Yewell. “Welocalize is celebrating 20 years in the industry this year and over the past two decades, we’ve gone from completing standard translation tasks to strategically managing content transformation across the whole global journey. As an industry leader, we will continue to drive innovation solutions to help global organizations to scale and grow faster.”

As part of the CSA Research study, the firm surveyed providers from every continent to collect actual reported revenue for 2015, 2016, and expected revenue for 2017. CSA Research, which has published market size estimates and global rankings for the past 13 years, found that the demand for language services and supporting technologies continues and is growing at an annual rate of 6.97%, representing an increase over last year’s rate of 5.52%. The language services market is predicted to grow to US$47.46 billion by 2021.

Welocalize Life Sciences provides specialized language solutions for highly regulated industries. Our solutions include industry expert localization and translation services for regulatory and compliance content, document translation, linguistic validation, interpreting, website and marketing localization, eLearning and multimedia services. Welocalize Life Sciences is an industry leader with proven translation and localization proficiency required for global clinical trials, pharmaceuticals, biotech companies, medical devices, healthcare brands, medical providers and government agencies. Welocalize is ISO 9001:2015, ISO 17100 and ISO 13485 certified.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1,500 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Hungary, Japan and China.