Content area
Full text
COMPANY lACCUWEATHER
The State College, Pa.-based AccuWeather provides hourly, even by-the-minute, weather forecasts for any longitude and latitude on Earth, with customized content and video presentations available on smartphones, tablets, and websites, as well as via radio, television, and newspapers. The company also delivers a range of customized enterprise solutions to media, business, government, and institutions, as well as news, weather content, and video for more than 180,000 third-party websites.
(accuweather.com)
BUSINESS CHALLENGE
With non-U.S. use of AccuWeather's digital offerings dramatically increasing in recent years, the company wanted to find a way to better translate and localize its weather forecasts to meet the needs of the wide variety of languages, in which its offerings are accessed every day.
VENDOR OF CHOICE: RUBRIC
The Edinburgh, Scotland-based Rubric is a global language service provider, specializing in translation and localization services for companies in the technology, software, manufacturing, tourism, marketing, and media publishing industries.
(rubric.com)
THE PROBLEM IN-DEPTH
"We are a 53-year-old company now and really have a global audience," says David Mitchell, VP of digital media, emerging platforms, at AccuWeather. "More than half of our traffic to our digital properties is coming from outside the U.S. now."
And it was due to what Mitchell calls "this dramatic increase in non-U.S. traffic over the past 6 years" that made AccuWeather want to find a company to offer better translation services. "We were kind of forced into translating because of the distribution we had," he states. "It was thought about and planned, but certainly, as we signed deals with global distributors, it became a must for us." AccuWeather first worked with "a very small, kind of known entity," and while "they...