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MaverickLabel.Com Announces ATLEE - Innovative Solution for Industry Specific Online Technical Term Translation

Friday, August 23, 2013

Press release from the issuing company

MaverickLabel.Com, the global leader in online label sales, launches multiple language on-page technical communication solution

EDMONDS, WA - MaverickLabel.Com today announced the launch of ATLEE (Automatic Technical Language Extension Engine), their patent pending, on-page, real-time term translation solution, intended to further expand the growing international footprint of the eCommerce label company, thereby leveraging over a decade of online international label sales experience.

ATLEE takes advantage of the fact that English is the international language of business—most multinational business meetings are conducted in English, even without any native English speakers—and that attempts to completely automatically localize entire pages usually fail in some critical way for customers. As an example, the technical label term “die cutting” is typically translated by automated translation systems to something like “death or deadly cut”.

“ATLEE focuses on translating only the most critical technical terms on any page so that terms like ‘die cutting’ or ‘release liner’ are accurately translated to their proper meaning, given the technology, or the context in which it is used,” said Dr. Rick Kent, President of MaverickLabel.Com. “Even though most business users of English can get through the majority of a website without difficulty, they will typically be stumped by obscure terms which they did not learn in language class, and which they do not use within their own industry.” With ATLEE, professionals pre-translate just those terms which will give non-native English speakers pause, along with an industry specific definition or a contextual sentence in their natural language. Any page passed through the ATLEE engine will identify and highlight just those terms, without affecting the English phrase, and with a simple mouseover, the translated term and definition or sentence are “popped up” right in place.

International customers will find localization of technical terms, on-page, in these languages for now: Arabic, Mandarin Chinese, French, German, Italian, Brazilian, Portuguese, Russian and Latin American Spanish. Other languages are scheduled for release in the near future.

ATLEE will be available for licensing to companies with websites in other industries sometime in 2013.


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Label & Packaging Editor

Jennifer Matt

Patrick Henry, Section Editor
Pat has covered graphic communications for nearly 30 years as a reporter, an editor, and a commentator.


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