Wizz Air Partners with Welocalize for New Website Rollout

Frederick, Maryland – November 15, 2016 – Welocalize, global leader in innovative translation and localization solutions, has worked in partnership with Wizz Air to deliver multilingual content for the re-launch of its new website on all platforms in 23 languages across 35 markets. Welocalize developed an enterprise-class localization program for Wizz Air, culturally adapting web content to reach new and existing customers.

wizz_logo_version_1Wizz Air is the largest low-cost airline in Central and Eastern Europe. The company was founded in 2003 and has been always focusing on delivering outstanding customer experience at affordable prices. This year Wizz Air decided to redevelop their website in order to enhance user experience, making it easier and simpler to book air travel. The new website features the Express Booking function that allows customers to purchase a ticket in just three clicks within 30 seconds. The website re-launch includes a new language, Georgian, to reflect Wizz Air’s newest operational base that was established in September 2016 at Kutaisi Airport in Georgia.

“We are delighted to see our new website fully implemented in 23 languages on all platforms as it reflects the innovation that WIZZ has delivered since its first flight in 2004,” said Tamara Vallois, head of communications at Wizz Air. “WIZZ constantly strives to stay ahead of the game when it comes to products and services we offer our customers. Today we operate flights to 38 countries in Europe and beyond, with base operations in 14. Offering localized web content for our customers is one of the crucial steps and we are satisfied with our fruitful cooperation with Welocalize that helps us to ensure that our global customers interact with the WIZZ brand in a linguistically and culturally appropriate way.”

“Online travel and hospitality companies face fiercely competitive markets and creating a great online journey that truly reflects the brand and reaches local customers is one way to differentiate and gain competitive advantage,” said Smith Yewell, Welocalize CEO. “The Welocalize team of experts have worked in partnership with Wizz Air to ensure all web content reaches new and existing customers, creating a fantastic online user experience and enhancing the WIZZ brand.”

Welocalize worked with Wizz Air to develop a scalable localization strategy, developing source materials in English and delivering translated and fully tested web content into 23 languages for all platforms including mobile. Work included in-depth market analysis and research to identify key words for multilingual SEO purposes in target locales.

Welocalize deployed GlobalSight, their proprietary open-source translation management system (TMS), to streamline and automate Wizz Air’s translation workflow and built connectors to interface with Wizz Air’s content management system (CMS).

“Welocalize brings all the latest localization techniques and innovation needed to help WIZZ grow and succeed internationally,” said Tamara Vallois, head of communications at Wizz Air. “We’re delighted with how well the partnership has developed and look forward to Welocalize cooperating in the future as well.”

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 1000 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China.

Wizz Air is the largest low-cost airline in Central and Eastern Europe, operates a fleet of 73 Airbus A320 and Airbus A321 aircraft, and offers more than 450 routes from 26 bases, connecting 130 destinations across 38 countries. At Wizz Air, a team of approximately 2,800 aviation professionals delivers superior service and very low ticket prices making Wizz Air the preferred choice of 20 million passengers in the financial year ended 31 March 2016. Wizz Air is listed on the London Stock Exchange under the ticker WIZZ and is included in the FTSE 250 and FTSE All-Share Indices. Wizz Air is registered under the International Air Transport Association (IATA), Operational Safety Audit (IOSA), the global benchmark in airline safety recognition. The company was recently named 2016 Value Airline of the Year by the editors of Air Transport World, one of the leading airline trade magazines as well as 2016 Low Cost Airline of the Year by the Center for Aviation (CAPA), leading provider of independent aviation market intelligence.

Four Tips to Increase Effectiveness of In-Country Reviews

By Bruno Herrmann, Digital Globalization and Localization Director, The Nielsen Company

hermann-bruno-300x300_compressed-compressorLocalized content has to be engaging to be effective. This cannot be achieved without a robust content supply and value chain. In a governance model built on central management combined with local empowerment, the in-market review and sign off phase remains truly challenging and pushes all parties to move out of their respective comfort zone. For global content owners and globalization leaders, it means ensuring reviewers make the most of their time and keep consistency and coherence across various markets. For in-country and market reviewers, it requires a blend of local centricity and global awareness.

Here are a few words of advice to pave the way to in-country review effectiveness and success:

#1 – Select the right reviewer profile: Every multilingual person is neither a linguist nor a reviewer by default. It takes skill and experience to sign off on localized content, especially when someone else has written the source content. Reviewers need the expected level of proficiency in all languages he or she has to review content in, including the source language. How could someone be requested to review content in his or her mother tongue without understanding the meaning of the original message? This is even more important for narrative or descriptive content often contained in creative, marketing documentation. Reviewers must master what makes content engaging and memorable within their market. To do this well, they have to walk in the shoes of local customers and see localized content primarily through their eyes.

#2 – Increase awareness and understanding: Delayed traction and poor quality during review efforts are often caused by a lack of control. This lack of control often comes from unnecessary iterations, wrong assumptions or missed actions. The globalization framework and objectives must be explained relentlessly and thoroughly. Reviewers have to grasp localization enablers and drivers to feel energized and equipped to work well.

#3 – Enforce standards, guidelines and conventions: It goes without saying, yet not without doing. There is no question that reviewers must be guided by the necessary brand standards in linguistics, style and terminology. Equally important are guidelines and conventions in areas that can make or break local content experiences. Any content is likely to be seen in a subjective fashion – so is localized content. It is crucial to instill rationality, context and centricity in review phases to make them time and cost effective. Localized content is produced for local customers and this imperative should be kept in mind throughout the whole localization process. In-market reviewers have to sign off on localized content on behalf of their customers, not in their own names. It is quite difficult for human beings to move away from subjective considerations so they need guidance and tools to remind them about how far and deep they should go. Guidelines related to local customer segments, demographics, market requirements and content types must empower reviewers to make changes in order to make content effective, not more personally enjoyable. They must focus on changes that add value and are corrective instead of preferential. For content owners, providing guidelines and in-context information is a safe way to ensure the integrity of localized content from a multi-market perspective. Creativity is important globally and locally too. It has to be balanced with content effectiveness and customer experience at all times.

#4 – Plan carefully and automate wisely: Another source of stress and inefficiency lies in planning weaknesses. Managing localization in a timely manner remains a challenge. In-country review phases sometimes turn out to be major pain points as they involve people who usually do not participate to other phases of the localization process. Therefore they may be looped in too late and face conflicts with other activities. These conflicts may be worse if signing off on localized content is a hidden responsibility and side task within their role. That is why proper planning should go hand in hand with official recognition. Counting on people’s good will or luck will not work. Planning and streamlining localization phases can be facilitated by automation. In-country review may be incorporated into the workflows of a translation management system (TMS) to make it more fluid and connected. If such a system is not in place, it may be more automated by leveraging some features in the content management systems (CMS) or with simple tasks, for example, sharing calendars.

DSC01302Regardless of the type or number of initiatives that are taken to enhance in-country reviews, reviewing localized content in the interest of all parties is paramount. That involves cross-functional teams communicating and working together to achieve shared objectives. You have to gain global buy-in to get quick wins and achieve sustainable performance for all localized content.


Bruno Herrmann is Digital Globalization and Localization Director at The Nielsen Company. Bruno took part as a panelist at Welocalize LocLeaders Forum 2016 in Dublin for the session, Optimizing In-Country Reviews.


Role of Technology in Localizing Technical Communications

96220781There are different priorities when it comes to translating and localizing technical content. Translated technical documentation must be as concise as the source content. Key focus points include consistency, correct terminology and technical accuracy.

What role does technology play in producing high quality technical documentation? One often assumes each word and diagram must be addressed and managed by human translators. Actually, there are a number of tools that can be used to help produce ongoing, high quality technical translations while managing deadlines and budgets.

Machine Translation (MT) for Technical Communications.

When translating and localizing technical content, MT can be a great tool. Machine translations is not a standalone tool, nor a magic wand that can fix the mismatch of growing content volumes and decreasing budgets. It is a productivity tool within the content translation supply chain. To continue to achieve high quality, MT with post-editing can still speed up the translation cycle, faster and cheaper than using 100% human translators. With these strengths particularly beneficial to technical communication, it is hard to ignore MT.

“It’s the reality of our industry now,” says Nicole McColgan, Senior Project Manager at Welocalize. “Machine translation is not a replacement, but a progression. Quality is still valued, so this is where post-editing comes in.” Post-editing is becoming an increasingly valued skill with the rise of MT to increase the quality of the MT output.

Terminology Management for Tech Docs.

The terminology used in technical communications can be quite specialized. You should consider the in-house terminology that each client utilizes and apply it appropriately. In her blog, Welocalize Senior Translator Sarah Evans, recommends building a spreadsheet of extracted key technical terms for each client using a specialist tool like MultiTerm Extract. This helps you to speak the clients’ language.  This is especially crucial as clients tend to use technical content internally, so communication between the vendor and client needs to be clear to gauge exactly what the client wants in translations. Click here to read Sarah’s blog, The Importance of Effective Terminology Management.

“Welocalize focuses on the client’s needs, making any suggestions for improvement and listening to them,” notes Nicole McColgan. “Managing terminology effectively ensures that the translation process is faster, as there is less time spent on researching terminology for specific clients. It also reflects well on your company, as consistently accurate and timely technical translations are a top priority for the client.”

Management Systems: Translation and Content.

The adoption of a content management system (CMS) helps content to be translation-ready, resulting in a quicker turnover time, benefiting the client and the language service provider (LSP). CMS’s may not be a direct tool for localizing and translating technical content; however, they certainly help in the preparation of content. Using a CMS will benefit clients in the long run with all types of content being effectively and centrally managed. A CMS also can run in tandem with the translation management system (TMS) used by the LSP, making the whole process smoother and more automated. The TMS also benefits both the client and LSP with its terminology database, translation memory and automated localization workflow.

Even complex technical documentation requiring high levels of accuracy and quality can benefit from automation. Technology systems like MT, CMS, TMS and terminology management tools play an important role in the overall translation process and can help organizations produce more high quality content to their global audiences.


Louise Donkor is a member of Welocalize’s global marketing and business support group.

Welocalize Develops COTI Compliant Connector for GlobalSight

Frederick, Maryland – November 11, 2014 – Welocalize, global leader in innovative translation and localization solutions, has developed a COTI connector for GlobalSight, Welocalize’s proprietary open-source translation management system (TMS). This connector is the first Level Three COTI Connector to be developed by a language service provider (LSP).

Image descriptionCOTI is the Common Translation Interface standard established by DERCOM, the Association of German Manufacturers of Authoring and Content Management Systems. The COTI standard has three levels of functionality, with level three having the highest degree of integration utilizing full automation and connectivity. This new connector now makes it possible for GlobalSight users to connect all COTI compliant content management systems (CMS) to provide a seamless, integrated translation workflow.

“The Level Three COTI Connector developed by Welocalize means no expensive, time-consuming custom development is required and clients now have an out-of-the-box connector which will increase the speed of their workflow and remove any manual friction between the TMS and CMS,” said Derek Coffey, senior vice president of technology development at Welocalize.

Welocalize’s Derek Coffey launched the COTI connector in a tools presentation today at tekom and tcworld conference 2014, “GlobalSight Translation Management System Supports COTI to Enable CMS.” He provided insights into how the new COTI connector developed for GlobalSight will benefit those involved in the technical communications industry.

About Welocalize – Welocalize, Inc., founded in 1997, offers innovative translation and localization solutions helping global brands to grow and reach audiences around the world in more than 125 languages. Our solutions include global localization management, translation, supply chain management, people sourcing, language services and automation tools including MT, testing and staffing solutions and enterprise translation management technologies. With over 600 employees worldwide, Welocalize maintains offices in the United States, UK, Germany, Ireland, Japan and China.


welocalize and clay tablet partner on integration of open source translation management system

Open source TMS is now “open to any source”

Boston, Massachusetts, USA – December 2, 2008 – The forthcoming GlobalSight open source Translation Management System (TMS), sponsored by Welocalize, will provide support for Clay Tablet 2.0 to enable connectivity to a wide variety of content management systems (CMS) or content repositories. This approach ensures “out of the box” connectivity to a wide range of CMS’ and integration possibilities with most others.

GlobalSight will launch on January 5, 2009 as the first open source TMS product that provides a scalable translation management platform for companies to manage, translate and deliver global content. Current development efforts have focused on transitioning the product to open source by replacing several third-party software components with open source equivalents.

“As we are approaching our launch date to release a more scalable version of GlobalSight, we cannot meet all requests for enhancements – those will be addressed by the open source community,” explains Gary Prioste, VP of Technology Services at Welocalize. “However, from our conversations with the community, we’ve discovered that a top priority for 2009 is integration with external content repositories and business processes. Clay Tablet 2.0 provides a neutral and prevalent platform to connect with a wide variety of content repositories. By using the Clay Tablet SDK, GlobalSight users will be able to connect quickly and easily to their content management system of choice.”

“We’re very excited to help with this unique initiative,” commented Clay Tablet Technologies CEO and founder, Robinson Kelly. “GlobalSight users will be able to use our widely available SDK to create connections to any suitable CMS or content repository, speeding development for efficient content connections to GlobalSight. Clay Tablet’s neutral, any-to-any approach to connectivity perfectly echoes Welocalize’s commitment to open-source translation management, giving clients a broad range of easily implemented, affordable solutions.”

About GlobalSight

GlobalSight is a collaborative, open source initiative to develop a flexible and sustainable Translation Management System (TMS) that leverages the best ideas and addresses the true needs of the industry. In this non-captive community, participants are free to discuss, discover and build upon a translation process automation tool that provides choice and flexibility—and can be shared by all.

The direction and development of the GlobalSight Open Source Initiative is dictated by community members. For more information and to join the community, please visit

About Welocalize

Welocalize offers integrated globalization services for the fluid and rapid deployment of enterprise content and applications to international markets. In response to unique customer needs, we provide globalization consulting, translation, localization and testing solutions that manage risk, improve repeatability and ensure transfer of knowledge from project to project.

Our clients include Autodesk, Inc.; Canon; Cisco Systems; Computer Associates; IBM; Microsoft; Sun; Symantec and Xerox. With over 400 employees worldwide, Welocalize maintains 9 offices in the United States, Germany, Ireland, Japan and China . Please visit for more information.