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Vijayalaxmi Hegde

My previous work in the language services industry was with a research firm, Common Sense Advisory, and a technology provider, Smartling. At Moravia, I now enjoy writing about various aspects of translation and how it aids and influences global marketing. My other interests are plain language, organic farming, and alternative education.
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Recent Posts

Six Things You Need to Know About Localizing into Chinese

Posted by Vijayalaxmi Hegde on Tue, Apr 18, 2017 @ 04:53 PM

There’s hardly a company out there with global ambitions that doesn’t localize into Chinese. This language holds the key to one of the most important and biggest markets in the world. But what are the nuances of localizing into Chinese that you should be familiar with? We sat down with our Linguistic Services Managers based in our Nanjing office, Frank Yu and Emma Bian, to learn more.

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Topics: Mini Marketing Guides

Why You Should Care About Multilingual User-Generated Content

Posted by Vijayalaxmi Hegde on Mon, Apr 10, 2017 @ 06:10 PM

Travel portal Expedia recently released a tool to help its clients make sense of User-Generated Content (UGC). After all, what’s a hotel manager to do when 80 hotel guests say the free breakfast is “fine,” nine say it’s “awful,” one says it’s “awesome,” and 14 say it’s “something else”?

Expedia’s tool is sensible for sentiment analysis, but here’s the catch: It can only process English-language reviews, at least for now. We don’t know for sure if Expedia will introduce a multilingual version of this tool further down the road, but if it doesn’t—or until it does—here’s what its users will miss.

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Topics: Travel and Leisure Translation

Going Gulf: Amazon Buys Souq.com

Posted by Vijayalaxmi Hegde on Fri, Mar 31, 2017 @ 05:55 PM

Amazon has announced its decision to buy Souq.com, a Dubai-based ecommerce portal nicknamed “the Amazon of the ­Middle East.” Souq offers a catalog of 1.5 million products to customers in the United Arab Emirates (UAE), Egypt, and Saudi Arabia.

This may augur well for ecommerce in the Gulf Arab states and North Africa.

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Topics: e-Commerce Localization

Translate, Don’t Sanskritize

Posted by Vijayalaxmi Hegde on Thu, Mar 23, 2017 @ 03:45 PM

A few days ago, I wrote about how sometimes companies complain that their translated products are finding no takers. I listed a few reasons in that article for this seeming translation fail.

However, there’s one more reason, at least in the Indian context: Sanskritization. What does that mean? How does it affect the success of translation? Let me explain. 

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Topics: Localization Insider

Seven Ways Translation Can Be Easier for Startups

Posted by Vijayalaxmi Hegde on Mon, Mar 20, 2017 @ 06:08 PM

Startups usually don’t have to be convinced about the “why” of translation and localization. When you’re born in the cloud, you come to terms with the realities of global business much faster than businesses from a decade ago did. However, in our experience, we do see that jumping right into localization can be overwhelming at times.

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Topics: Localization 101

Are You Ready for the Global Aging Customer?

Posted by Vijayalaxmi Hegde on Tue, Mar 14, 2017 @ 05:07 PM

 Older customers are becoming ever more relevant for companies worldwide, for three simple reasons:

  • There are more and more older people in the world.
  • Many older people have high spending power.
  • They are more demanding when it comes to service and the user experience.

Companies around the world are getting creative in redesigning products and services to cater to this demographic. What do you need to know to better serve this demographic globally?

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Topics: Global Marketing

We Translated, but There Were No Takers…

Posted by Vijayalaxmi Hegde on Thu, Mar 09, 2017 @ 03:10 PM

At tcworld India last month, I heard a familiar refrain: “We translated, but there were no takers.” This particular complaint emerged from the Indian travel e-commerce sector, but it could have come from any part of the world where emerging or long-tail languages are spoken.

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Topics: e-Commerce Localization

Six Things You Need to Know About Localizing into Polish

Posted by Vijayalaxmi Hegde on Thu, Feb 16, 2017 @ 03:40 PM

Poland claims the sixth-largest economy in the European Union. Polish also happens to command lower per-word translation rates than the traditional FIGS quartet. Whatever your reason may be for choosing to offer your products and services in Polish, what do you need to know about Polish localization?

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Topics: Mini Marketing Guides

India Localizes Technical Education and Reinvents Wheels

Posted by Vijayalaxmi Hegde on Fri, Feb 10, 2017 @ 06:05 PM

Two recent news items caught my attention: one has been the protests over the qualifying exam for medical colleges in India not being available in Indian languages. The other was the decision of a national body on technical education to offer courses in Indian languages.

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Topics: In the News

Book Review: Why Productivity Is Less About the Tools and More About You

Posted by Vijayalaxmi Hegde on Thu, Jan 26, 2017 @ 06:02 PM

I don’t usually read books about self-improvement or how to increase your productivity. Not because I think there’s nothing I need to improve on, just that I believe that each individual’s life experiences, context, and goals need to determine what we do with our time and ourselves.

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Topics: People at Moravia