Hype is a big part of marketing and some companies do it better than others. SDL is a good example of a company that engages in aggressive marketing (see related blog post here). Everyone knows about their flagship products, such as SDL Trados, which have become the industry standard. Google Translate is another example of efficient hype: hardly a day goes by without the announcement of a new feature, service or product enhancement. As a result, Google Translate and the Translation Toolkit are the rage of the Internet and are used by millions of people.
Systran, one of the pioneers of machine translation, uses a much more understated marketing approach with little hype. But they let their products speak for themselves. In a recent annual survey on machine translation software by advisory firm Global Equations, Systran came out on top (read more about that here). Continue reading