The internet may have opened up global markets but, as always, there is a price to pay. The prize of international markets is tantalisingly close at hand but only to those who can reach out for it.
While DNS issues continue to blight even the biggest multinational corporations and organizations, it is not just speed and internet performance that threaten user experience.
So many websites continue to have faith in the power of the English language to reach out to all countries and populations.
Their belief is mistaken.
Even in countries where proficiency in English is widespread, there is a marked preference for content in the mother tongue. As for those where it is not, the audience is not so much alienated as left untouched.
What benefits can translating your website bring and what is the true price of entry for reaching markets where other languages are spoken?