From translation chaos to 15 languages in 48 hours — how a global component manufacturer internationalized its product data

The problem

• Translations were managed manually in Excel — prone to errors and time-consuming
• Product launches took 6—9 months (including 4—6 months for localization only)
• Inconsistent terminology across markets (e.g. “sensor” vs. “sensor” vs. “detector”)
• No central management of localized media (images, videos, certificates for various markets)
• Each region worked with outdated data — synchronization was impossible

The consequences

• Market launches were delayed by months
• Inconsistent brand perception across regions
• High translation costs due to inefficiency
• No scalability for new markets

The trigger: Why now?

Three factors compel action:

1. Expansion: Market entry in 3 new countries planned (Southeast Asia) — the old system would collapse
2. competitive pressure: Competitors were live in 8 weeks, the company needed 9 months — a competitive disadvantage
3. Internal escalation: Marketing teams in regions worked with outdated data and frustrated customers

The approach: Three phases in 16 weeks

Phase 1: Internationalization audit (weeks 1—2)

First understand, then act:

• 15 languages, 23 data sources identified: Each region had its own solution
• Translation workflows documented: “Every region does it differently” — no standardization
• Advastamedia setup: No central terminology database, no version control, no approval processes

upshot: Clear overview of the chaos and a roadmap for standardization.

Stage 2: PIM + Translation Workflow (Week 3—8)

Now it's been structured:

• PIM implementation with multi-language support: Central administration of all languages and markets
• Translation management system (TMS) connected: Automated translation workflows, quality review, version control
• Terminology database set up: Glossary of technical terms, consistency across languages

upshot: Standardised processes, consistent terminology, automated quality review.

Phase 3: Rollout & Automation (week 9—16)

The systems came together:

• Automated translation workflows: PIM → TMS → Approval → Publication (everything automated)
• Localized web shops launched in 5 markets: Any market with local data, local language, local certificates
• Media Localization: Country-specific images, certificates, videos were managed centrally and automatically exported to local shops

upshot: Everything is automated. New markets can be developed in weeks rather than months.

The results: measurable and strategic

Time-to-market: Product launch in new markets reduced from 9 months to 6 weeks

• Before: 9 months (data collection, translation, localization, approval, publication)
• After: 6 weeks (structured entry, automatic translation, automatic publication)
• competitive advantage: 7 months faster on the market

Consistency: Uniform terminology across all markets

• Before: 30% variance in terminology between markets
• After: 100% consistency (through central terminology database)
• effect: Consistent brand perception, less confusion among customers

Efficiency: Translation costs reduced by 40%

• Reuse translations (don't retranslate every time)
• TMS integration reduces manual work
• Automatic quality inspection reduces error rates

Scaling: 3 new markets opened in 12 weeks

• Before: 1 market/year (too slow)
• After: 3 markets in 12 weeks (fast and scalable)
• effect: Expansion is possible, market opportunities can be exploited

What made that possible? Proof Points

Service & methodology:

• Internationalization consulting (strategy, processes, best practices)
• Terminology management (glossary structure, consistency assurance)
• Change management (training, documentation, support)

Technical integration:

• ERP connection (SAP) for master data
• TMS integration (phrase) for translation workflows
• 15 web shops (API-based, synchronized daily)
• DAM integration for localized media

Phased rollout:

• Pilot market first (quick successes, learnings)
• Then scaling (more markets will follow)
• Continuous optimization

The message for you

If you also operate internationally — when translation chaos slows down your expansion, when product launches take months, when your markets work with outdated data — then it's time for a solution.

The good thing: With a structured approach (Audit → Governance → Automation), you can accelerate your internationalization and make your expansion scalable in 16 weeks.

Next step

Book a free scoping session.

We'll look at your situation, show you how you can go live in 6 weeks instead of 9 months, and how to make your expansion scalable.

Book a scoping session