Capitalizing on the recent announcements of the acquisition of Trados by SDL and of Bowne Global Solutions by Lionbridge, Idiom has packaged its WorldServer product for language service providers. For years Idiom has considered this market, but never came up with a package that made sense for LSPs. Trados had targeted the LSP market with its TeamWorks product, but its acquisition by SDL queers the product for many LSPs uncomfortable with buying from a rival. M2 Ltd. had signed up, but there was no LSP rush to the cashier. SDL had pitched its own Translation Management System to LSPs, but with no announced takers.

 

 

Where does WorldServer fit? It is a server-based translation workflow with integrated translation memory. Several years ago Idiom cut over to XML and Java, and earlier this year jumped on the DITA bandwagon. Besides its own translation memory, it should integrate with most TMX-based solutions.

 

 

What Idiom proposes to do with its standards-based, open-to-the-world solution is fill the void left by SDL’s grab of neutral Trados. We’ve speculated on which software vendor could replace Trados as the Switzerland of translation software.

Idiom received US$6 million in venture capital earlier year, intending to grow marketing and sales. This goal is especially critical with the changing software and services landscape. However, Idiom faces three issues: 1) pricing, 2) proof of integration and transition ease, and 3) new competition.

 

 

On the pricing front, Idiom’s current pricing model won’t win it many LSP friends. A standard license goes for US$125,000 while an average configuration leaves the showroom for $250,000. Combined with training and integration costs, it adds up to a pretty hefty invoice for an LSP. While translation firms will benefit in the long run from improved process and TM, most will sit on the sidelines until Idiom comes up with an LSP-friendly pricing scheme.

 

 

Regarding transition, Idiom must prove that it’s easy to plug in desktop translation memory tools from SDL and Trados without losing metadata. Together those products account for over 90,000 users. That’s still just a fraction of the worldwide translator community. Given its end-to-end process solution, Idiom needs a really good story for converting simple desktop TM users to full-bore translation workflow and process management.

 

 

Finally, there’s the question of new competition. Two other providers of language tools, Across in Germany and STAR in Switzerland, both offer desktop-to-enterprise suites. Each lets a buyer start with just the TM, then grow into a workgroup or bigger translation workflow system. Both Across and STAR are stronger in Europe than in the U.S., so Idiom should fine-tune its package on pricing, integration, and desktop conversions — and then work its geographic advantage in North America.

 

 

All told, it’s encouraging to see that Idiom take the initiative to offer itself as the neutral provider of tools. The question remains on whether its new-found marketing and partnering genes have deep enough pockets and staying power to succeed. Of course, prospects have to want to buy — and the pureplay GMS message has not resounded to many buyers in 6 years of product availability.