Microsoft: The best global consumer technology website of 2017

For the 2017 Web Globalization Report Card, I benchmarked the following consumer-oriented technology websites:

  • Adobe
  • Apple
  • Canon
  • Dell
  • HP
  • HTC
  • Lenovo
  • LG
  • Microsoft
  • Nikon
  • Panasonic
  • Samsung
  • Sony
  • Toshiba
  • Xiaomi

Microsoft and Adobe tied this year for the top spot, with Microsoft winning out based on languages supported. Both companies, along with Nikon, made the top 25 list of best global websites. At 43 languages (not including US English), Microsoft leads this category. The web design remains globally consistent; shown below is the home page for Germany:

Microsoft is a conglomerate of loosely related brands, which presents website architecture challenges. That is, how do you support the brand while still letting visitors know that this brand is part of the Microsoft ecosystem?
The following two-level navigation architecture is a clean and lightweight solution, and one that would work well with most companies that support many different brands, while still keeping those brands unified under the parent brand. Shown below are the headers for Surface, Office, and Windows:

The Microsoft global gateway is universal, which means each country/region link is properly displayed in the native language. This gateway is modified for each brand, such as Surface, shown here:

One needed improvement: Promote the global gateway link from the footer into the header (and replace this globe icon with a more generic globe icon):

Adobe
Adobe held steady at 34 languages over the past year.  Adobe continues to support a globally consistent template that is also mobile friendly. Adobe makes excellent use of geolocation to gently alert visitors to the availability of localized websites. Shown here, a French visitor to www.adobe.com is notified that the French website is available, but is also allowed to continue on to the .com site.

This strategy is wise because it leaves users in control; after all, many visitors may indeed want to remain on the .com site, so it’s important to honor that intention.

What about Apple?
Apple made a small but significant addition to its language portfolio last year: Arabic. The website now supports 34 languages, though I believe it should support a great many more, such as Hebrew, Serbian, and Slovenian. Below is the new Arabic-language site for United Arab Emirates:

Apple tweaked its design last week but still, unfortunately, left the global gateway buried in the footer.

More unfortunate, the gateway menu continues to rely on flags.

I’ve been pushing for a number of years to convince Apple to migrate away from using flags. You can read why here. Hopefully we’ll see some movement on this soon.

To learn more about best practices in web globalization, check out the 2017 Report Card.
PS: All purchasers of the Report Card receive signed copies of Think Outside the Country, among other goodies!

Google Translate: Ten Years Later

translate

I remember when Google Translate went live. Hard to believe it was 10 years ago.

I remember thinking that this relatively new technology, known as Statistical Machine Translation (SMT), was going to change everything.

At the time, many within the translation community were dismissive of Google Translate. Some viewed it as a passing phase. Very few people said that machine translation would ever amount to much more than a novelty.

But I wasn’t convinced that this was a novelty. As I wrote in 2007 I believed that the technologists were taking over the translation industry:

SMT is not by itself going to disrupt the translation industry. But SMT, along with early adopter clients (by way of the Translation Automation Users Society), and the efforts of Google, are likely to change this industry in ways we can’t fully grasp right now.

Here’s a screen grab of Google Translate from 2006, back when Chinese, Japanese, Korean and Arabic were still in BETA:

google_translate_May2006

Growth in languages came in spurts, but roughly at a pace of 10 languages per year.

google_translate_growth

And here is a screen grab today:

google_translate_May2016

 

Google Translate has some impressive accomplishments to celebrate:

  • 103 languages supported
  • 100 billion words translated per day
  • 500 million users around the world
  • Most common translations are between English and Spanish, Arabic, Russian, Portuguese and Indonesian
  • Brazilians are the heaviest users of Google Translate
  • 3.5 million people have made 90 million contributions through the Google Translate Community

 

The success of Google Translate illustrates that we will readily accept poor to average translations versus no translations at all. 

To be clear, I’m not advocating that companies use machine translation exclusively. Machine translation can go from utilitarian to ugly when it comes to asking someone to purchase something. If anything, machine translation has shown to millions of people just how valuable professional translators truly are. 

But professional translators simply cannot translate 100 billion words per day.

Many large companies now use machine translation, some translating several billion words per month.

Companies like Intel, Microsoft, Autodesk, and Adobe now offer consumer-facing machine translation engines. Many other companies are certain to follow.

Google’s investment in languages and machine translation has been a key ingredient to its consistent position as the best global website according to the annual Report Card.

Google Translate has taken translation “to the people.” It has opened doors and eyes and raised language expectations around the world.

I’m looking forward to the next 10 years.

In search of a better translation icon

A few years ago I wrote about the translation icon and its many variations at that point in time.

I thought now would be a good time to revisit this icon.

Let’s start with the Google Translate. This icon has not changed in substance over the years but it has been streamlined a great deal.

Here is the icon used for its app:

google-translate-icon

Microsoft uses a similar icon across its website, apps, and APIs:

microsoft_translate

I’m not a fan of this icon, despite how prevalent it has become.

Before I go into why exactly, here is another app icon I came across:

another-translate-icon

These first three icons display specific language pairs, which could be interpreted as showing preference for a given language pair. This is the issue that I find problematic.

Why can’t a translate icon be language agnostic?

Here is how SDL approaches the translation icon:

sdl_translation

Although the icon is busy, I’m partial to what SDL is doing here — as this icon does not display a given script pair.

Here is another icon, from the iTranslate app:

iTranslate_app

The counter-argument to a globe icon is this: It is used EVERYWHERE. And this is true. Facebook, for example, uses the globe icon for notifications, which I’ve never understood. Nevertheless, the globe icon can successfully deliver different messages depending on context. In the context of a mobile app icon, I think a globe icon works perfectly well.

 

So the larger question here is whether or not a language pair is required to communicate “translation.” 

Google and Microsoft certainly believe that a language pair is required, which is where we stand right now. I’d love to see this change. I think we can do better.