Unbabel, the industry’s first AI-powered Language Operations platform that helps businesses deliver multilingual support at scale, announced a new market category titled Language Operations (LangOps). LangOps is a unified approach that helps global businesses communicate trust more effectively with their customers and stakeholders in any language.
This gives transparency and control over every aspect of language in an organisation by breaking multilingual barriers and solving a major challenge to worldwide market expansion.
Vasco Pedro, co-founder and CEO at Unbabel, said: “We believe establishing LangOps as its own category enables customers to centralize and scale multilingual capabilities across their business.”
“All enterprises run language processes through a complex mix of varied systems, agencies, and people. This manual and fragmented problem hinders communication, blocks cross-functional collaboration, and traps global expansion. LangOps will redefine how businesses unify and manage their language strategy to unlock business growth and exceed customer expectations.”
Prior to diving deep into the new market category, Unbabel announced the 2021 Unbabel LangOps Survey that shows a strong market desire among participants for LangOps. Unbabel surveyed over 1,000 U.S. respondents with decision-making authority across departments such as customer support, sales, marketing, IT, business operations, HR, finance, and procurement in companies with global operations.
Key findings include the following:
- Localisation is not enabling companies to scale. Respondents feel their current localisation function falls short in quality (34%), speed (32%), and consistency (30%). Businesses expanding to capture new markets are blocked by language, due to the tremendous cost (say 44%), a lack of a clear single owner (36%) and the disconnected, decentralised process of incorporating new languages (36%).
- LangOps would save money. More than 90% of those surveyed agree a centralised LangOps platform could be a cost-effective solution to do more with less.
- Centralized LangOps is valuable. More than 86% believe that a centralised LangOps team managing all the translation and localisation efforts in their organisation could be extremely or very valuable.
- LangOps is important for global market strategy. More than 90% of respondents agree that LangOps could be extremely or very important for their organisations’ global market strategy.
- The market feels confident about rapid adoption. More than half (52%) of respondents would like to get a LangOps solution implemented in the next five or six months.
Unbabel is uniquely positioned to lead the LangOps category, thanks to its proprietary AI-powered, human-refined machine translation technology that powers an entire organisation’s language strategy. As a LangOps platform provider, Unbabel helps companies offer their customers a single dashboard with:
- key language analytics that provide comprehensive insights for all critical business functions;
- augmented machine translation tools and workflows that enable key stakeholders to collaborate and optimise a more efficient translation process;
- and seamless integrations and APIs that plug into existing systems to incorporate translations into different communication channels.
