While the ever-changing language market with its myriad of offerings may have confused some buyers, others have realized that it all comes down to reducing the impact of translation, according to a newly hired business development manager for the region. EMEA.
And despite the proliferation of technology-driven language service providers (LSPs), basic services never really go away. They’ve just imbibed themselves with technology, said a newly appointed CTO, mingling with other lines of business that may, at one point, have been viewed as outsiders.
Meanwhile, in an LSP that provides independent income to refugees, the new head of the translation and interpretation department has learned in recent years to see business through the lens of its impact on the community.
Julie Giguère – Andovar
Singapore-based LSP, Andovar, appointed Julie Giguère as Managing Director for the EMEA region on June 14, 2021. Giguère had been working with Andovar as a consultant since February 2021 in what she described as a “research-only capacity”. She reports to CEO Conor Bracken.
This is a new position in the company, combining operational and commercial activities, and created to support the growth of the LSP EMEA client portfolio. Apart from the Singapore headquarters, Andovar’s largest production center is in Bangkok, Giguère said, adding that she will oversee the EMEA headquarters in Budapest, Hungary.
His mandate includes recruiting for Andovar’s support teams, which include project managers, resources and accounts for EMEA clients. She said, “I also have a global mission [including] global quality management and employee performance initiatives, as well as advice on strategic client acquisitions.
According to Giguère, Andovar combines a customer service platform “with a freelance resource model to offer […] audio and text localization services in over 80 languages to and from English.
Their strategy, she said, is to provide a turnkey solution for complex multimedia projects through an “internal resource management team, recording studios and multimedia labs.” […] without the need to outsource in most major languages.
Prior to Andovar, Giguère worked at London-based LSP, Asian Absolute, where she developed her career from Director of Operations to Director of Sales and then Managing Director in six years. She told Slator: “I have also built offshore teams from scratch in Panama and Bangkok, and doubled the Bulgarian operation.
She added that Asian Absolute wanted to position themselves for mergers and acquisitions – a goal they achieved in 2020 “with an acquisition of the company by a strategic buyer, so my assignment with Asian Absolute was over and I was ready for my next challenge “.
Stepan Korotaev – Squad
Stepan Korotaev joined Technology-focused LSP Effectiff as CTO on April 12, 2021. He reports to Founder and CEO Alex Leschinsky.
Effectiff’s R&D team of engineers, technologists and analysts report to Korotaev, who is responsible for leading the company’s R&D efforts in natural language processing (NLP) applications, remote interpretation technology, process automation, internal plug-ins, macros and web services.
He is also responsible for staff training, research and interface with partners, and collaboration with sales and marketing on new products and services, as well as “optimizing workflows in the company’s TMS – Plunet, by the way ”.
Effectiff has two headquarters – one in Moscow, the other in Florida – and staff “work from all over the world, from Russia to Argentina,” Korotaev said. “The company was built around a traditional LSP model with a strong emphasis on written translation and on-site interpretation” – but after becoming very active in the US market in recent years, Effectiff has turned to more technology-oriented projects.
He added: “Personally, I don’t believe traditional translations are dead. The field is becoming more and more complex and steeped in technology. Language services are not disappearing; they simply mix with other fields and industries that were previously considered foreign territories or not considered at all. “
Korotaev had previously worked at Logrus and Neotech, “two of the main LSPs in Russia”, spent eight years with each; and his responsibilities over the past few years have been very similar to his Effectiff tenure.
When asked if he is currently studying an emerging technology, Korotaev said, “The most interesting things are the integrations, where different technologies come together to create a unique new offering. […] But above all, stay true to your core business and showcase your strengths. After all, we still have some great customers who don’t even know what a TM is – we’re talking about another revolution that has been going on for 40 years.
Erik Mulder – Straker Translations
Erik Mulder joined Straker Translations as Director of Business Development for EMEA on May 1, 2021. He reports to Managing Director for EMEA, Amaya Montoya. Straker’s global headquarters are located in Auckland, New Zealand.
Mulder, who works in the Amsterdam office, was hired to manage the new EMEA team and “develop a new business strategy to maximize growth”. And as Straker has noted there is “incredible traction” among corporate clients, they are “investing heavily” in this direction.
According to Mulder, “We are not an LSP. We are a technology company that has moved into the translation ecosystem with our proprietary solutions. As a result, our way of solving customer problems is fundamentally different from others in this field.
He explained that by using the Straker platform, clients can manage their own translation workflows, jobs, and retrieve data to support decisions about translation spending. In addition, they take care of connecting (via API) to the customer’s environment, which can be ERP system, e-commerce platform, etc.
Prior to Straker, Mulder held the position of Commercial Director at companies such as the Klippa billing app and Dutch LSP Livewords. As an industry veteran, Mulder has seen how customers and prospects have remained “stuck in localization,” finding it difficult to understand the ever-changing landscape.
He pointed out how “10 years ago, everyone was talking about quality; suddenly all LSPs are technology-driven solution partners. But in fact, nothing has really changed except pre-translating with engines and post-editing with humans. Not super innovative. Everyone plays the same piano.
So how does he approach customers? Mulder recalled how, just a few weeks ago, he asked a potential client, “What do you need? Where do you want to be with your business in two years? And how can we help with this? “
According to Mulder, the client smiled and said, “Make any translation provider obsolete for my business. Two days later, we signed a contract and started reducing the impact of translation by 80%. It’s the end of the game.
Anete Raugule – NaTakallam
Anete Raugule joined New York-based NaTakallam as Head of Translation and Interpretation Services on May 3, 2021. She reports to COO Daniël Kuipers and CEO Aline Sara.
The US-based LSP has employees around the world, including in Paris, Athens, Beirut, and Amman. Raugule is based in Riga, Latvia. His responsibilities include promoting “the positive social impact on the community of NaTakallam translators and interpreters from refugee and internally displaced persons backgrounds.” “
According to Raugule, “NaTakallam is leveraging the independent digital economy to provide income for refugees, displaced people and members of their host community by hiring them as online tutors, teachers, translators and exchange partners. cultural, regardless of their location or status.
Raugule has been a language services veteran for 12 years. Prior to NaTakallam, she spent four years leading the Partnerships Team at Translators Without Borders, leading a cross-cultural team of Successful Partnerships leaders focused on building strong, long-term relationships with partner NGOs. Prior to that she held various positions at Nordtext, “one of the leading LSPs in the Baltic States”.
Raugule told Slator: “Over the past few years, I have started to look at language services from a social impact perspective, not just a successful business perspective. With all the social and environmental changes we are going through as a society, I believe social impact will become an integral part of any business, including LSPs.