business of language and language of...
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Kaija Pöysti
Business of LanguageAnd Language of Business
English Today at FinnBrit Society 11.3.2016
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Serial entrepreneur, board member, business angel
Focus on digitalization, data & analytics
Founder of Trantex, a Finnish translation, localization, technical writing and training company
M.Sc. (Tech.), Operations Research
Two co-authored books on Social Business Design
Kaija Pöysti
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Business of Language
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Business is now
photos: http://www.flickr.com/photos/frozenchipmunk/55759117/ & http://www.flickr.com/photos/pictfactory/2796367140/
social.
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http://www.slideshare.net/pmalik123/towards-a-smarter-data-driven-future
That means huge amounts of instant information.
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Text, audio, video, pictures…
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http://www.internetworldstats.com/stats7.htm
Internet is multilingual.
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http://translation-worlds.blogspot.fi/2013/08/computer-assisted-translation-tools-for.html
And we have tools. Lots of tools.
http://www.word2word.com/mt.html
http://thenextweb.com/google/2015/11/20/youtubes-offering-new-translation-tools-and-legal-support-for-its-creators/#gref
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http://www.statista.com/statistics/257656/size-of-the-global-language-services-market/
Language Is Big Business
http://www.sbwire.com/press-releases/global-language-translation-software-market-2016-forecast-to-industry-size-shares-strategies-trends-and-growth-2020-655373.htm
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https://www.taus.net/blog/the-game-changers-of-2016-2
Transformation of Language Business
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Relevance to Finland
• Ample mobile skills• Use of information moves to mobile and becomes ubiquitous• Need more UI, UX and CX skills and experience• How to expand interest in gaming into interest in multilingual CX?
• Good passive language skills• Resources for testing & tool development
• Long experience in academic language technology • Still waits for a global success
• Could we have an understanding of non-mainstream cultures?
• “Long-tail”, i.e. small language groups, can be a good business, too – but requires very lean operations
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http://ulpd.nmmu.ac.za/ulpd/media/Lean-Images/Logo-Lean-Culture.png
Digital Lean Culture Approach to Business Growth
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Language of Business
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Social Is Multilingual
http://vincos.it/world-map-of-social-networks/
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http://vincos.it/social-media-statistics/
Social Is Changing Continuously(just try to keep up with teenagers)
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Business Is Multilingual
http://www.deutsche-mittelstands-nachrichten.de/kategorie/ressourcen/
http://www.lemonde.fr/economie/article/2015/06/09/les-pme-francaises-renouent-progressivement-avec-l-investissement_4650240_3234.html
http://cincodias.com/cincodias/2015/09/02/pyme/1441206221_324356.html
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Relevance To Finnish Companies• Information is searched only in English
• Most relevant and recent business information is in local language
• You still need to sell in buyer’s language• Doing business in Germany requires German, in France French
etc. – but where are our speakers? • Selling to consumers requires local language
• In addition to language, one needs to know the culture• This is obvious, but sometimes forgotten in a country of
engineers• There is life outside one’s specific business, i.e. the famous
“small talk”
• SMEs become a bigger business opportunity• English is OK with most big companies, but most SMEs use local
language
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Communication with customers has changed from pushing your message...
… to having a dialogue with customers, partners, subcontractors, and employees.
<p><a href="http://www.freedigitalphotos.net/images/view_photog.php?photogid=4096">Image:
stockimages / FreeDigitalPhotos.net</a></p>
<p><a href="http://www.freedigitalphotos.net/images/view_photog.php?photogid=721">Ima
ge: renjith krishnan / FreeDigitalPhotos.net</a></p>
That dialogue happens mostly in local language.
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Social channels may be free. Using them is not.
It takes time and localization.
<p><a href="http://www.freedigitalphotos.net/images/view_photog.php?photogid=330">Image:
Graeme Weatherston / FreeDigitalPhotos.net</a></p>
http://www.freedigitalphotos.net/images/view_photog.php?photogid=2169
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http://pytell.com/2011/08/08/get-rid-of-multitasking-if-you-want-to-not-suck/multitasking-insanity/
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Conclusion
• Languages and cultures are still alive and well
• Languages present a huge business opportunity
• Even language business begins with improving customer experience
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Thank you!
www.intosome.fi
Kaija Pöysti
+358 400 505 727Twitter @kaijapoysti