From Vendor to Trusted Advisor: Milengo Marks 30 Years in the Localization Market with a New Brand Identity
September, 20th, Berlin. Milengo – a global language service provider for small and medium enterprises in IT, software, hardware, electronics, and manufacturing – celebrates its anniversary. The company marks 30 years in the market with a new brand identity that reflects its mission: making localization easy and affordable with technology.
Recognized among Top-100 leading LSPs in the world, today Milengo manages over 8,500 localization projects per year. This evolution has inspired the company to update its visual brand identity for a modern and more dynamic logo and website design.
While keeping its corporate colors: blue and orange, Milengo has presented a new logo that reflects one of the cornerstones of its strategy – seamless customer experience. The company website has received a more cutting-edge look and easier navigation tailored to customers from different industries.
Founded in 1991 under the name “think global”, Milengo was one of the first companies worldwide in a new industry called “localization”, which seemed quite a risky venture back then. “There was this tremendous demand for business internationalization in the 1990s”, – says Roman Kotzsch, CEO at Milengo, who founded the company at the age of 21 – “I was managing product translations at one of the Europe’s largest computer distributor companies. None of the vendors we’ve been working with specialized in technical translation, so I found it very challenging and time consuming to ensure both the correct translation of technical terms, and their adaptation to local market context.”
After winning its first clients think global immediately understood the importance of new technology and the efficiency benefits it brings: adding automation into translation projects has made them easier and more affordable for the customers. The company was one of the first language service market players that started using computer-aided translation (CAT) and Translation Memory (TM) technologies in their work, as well as tools like the IBM Translation Manager, Trados 1.0, and MemoQ.
By 2018 think global has merged with subsidiary company Milengo that was incubated in 2003 as a business model innovation. Another technical innovation that allowed think global to grow its customer base was the development of an automated project management system. Optimized for many years, today the system has developed into a virtual project management platform Languagedesk that allows Milengo customers to track progress of their projects in real time and get support from a personal project manager.
Throughout 30 years Milengo has serviced over 440 companies globally and opened customer service offices in China, Poland, and the U.S.
Speaking of the upcoming plans, Roman Kotzsch mentions developing digital localization solutions and new consulting services as main milestones: “Today we would like to support as many companies as possible on their way to global communication, and prove that localization can be easy and affordable even in toughest times for the economy. This year we have successfully launched our AI-based service for learning content localization – AI Voiceover Pro – which has proven its potential as a cheaper and high-quality alternative to traditional voice-over. We are looking forward to developing more services that can help our customers ensure good product localization even on a small budget. We also aim to develop our localization consultancy services, as we see the demand for advice in linguistic and cross-cultural communication.”
In their work, Milengo experts pay special attention to adjusting customer’s content to the market-specific cultural context. The company sees understanding cultural nuances and adjusting customers’ messages to the regions of expansion as a crucial part of localization business in the coming years.
Milengo (milengo.com) is an ISO 17100 certified language service provider with over 30 years of industry experience. With a strong emphasis on consultation, we design tailor-made translation and localization campaigns for customers in the IT, software, hardware, electronics, and manufacturing sectors. In doing so, we focus on the central requirements of these markets: industry-specific linguistic and cultural expertise, process speed, and cost efficiency.
Katya Churbanova , PR Manager