Welcome back to the second part of this blog series, which examines ‘innovation as strategy’. Please feel free to comment and share.
The primary goal of an “Innovation Strategy”, as defined by Porter, is to leapfrog competitors via the introduction of a completely new, or notably better product or service. The best example I can think of is Apple and its introduction of the Apple iPod.
I was part of the Sony Walkman generation (I even had a Sony Discman!). But when Apple released the iPod – well it was a no brainer, Sony was ditched and I happily joined the hip new iPod generation!
In the 90’s LSPs were viewed as innovative if they were using Translation Memory (TM) technologies such as TRADOS and Alchemy CATALYST. Today this is no longer the case. TM technologies are now considered as standard, and are an expected part of the process. Translation Memories are no longer differentiators!
As Machine Translation becomes more accessible, both in terms of cost and ease of use, progressive mid-sized LSPs are increasingly more eager to integrate this technology into their workflows.
Easy access to affordable MT has given many Language Service Providers (LSPs) the opportunity to become innovative, inching ahead of competitors. It has also given them the opportunity to offer the same Machine Translation services that in the past were only provided by large LSPs.
The technological playing field is now being levelled. Ignoring an Innovation Strategy that includes the introduction of Machine Translation may well leave some LSPs on the side-line in future project negotiations, as they compete with more progressive LSPs who have adopted the latest technologies.
Have you tried Machine Translation on KantanMT.com? It’s easy, and free to get started. Sign up for your 14 day free trial today and start translating within hours.
Watch out for KantanMT’s post on differentiation strategies.
Tony O’Dowd, Founder and Chief Architect, KantanMT.com