Analysis of Translation Management Systems (TMS) software

Companies of TMS software propose standard features, so in my research, I did an accent on marketing and pricing policy and feedback from users.

All prices for TMS are taken from corporate official sites. Winners are

to rent (One sky); to buy (Jovosoft);

Competitor analysis

Name To buy To rent

Wordbee

To buy - No

To rent -1 year 330$, 6 month -182 $

(1 user 250 Mb)

2+ users, 500 Mb - 550$ -year, 303$ -

6 month 5+ users 2,5 Gb – 3500$

One sky

To buy -No

To rent - 5 users - free

25 users -99 $/month

100 users -299 $/month

Quahill

To buy - 1 user 1119 EU

20 users 5994 EU

To rent

140 EU for 3 month (1 user)

300 EU per 1 year (1 user)

XTRF

To buy - No

To rent - 129$/month 1 user, 100 Gb

Translationprojex

To buy - No

To rent - 15h support +5 Gb storage 75￡/month

Unlimited – 399￡/month

SDL Trados

To buy -2595 EU (1 user)

To rent- No

Projetex

To buy -1345 EU (1 user)

3455 EU (4 users)

6425 EU (8 users)

12755 EU (20 users)

To rent- No

Memoq

To buy -1 user - 1500EU

4 users - 6000 EU

8 users – 12000 EU

To rent- From 175$/month

Memsource

To buy -No

To rent- 140$/month (10 users)

540$/month (30 users)

1250$/month (50 users)

Jovosoft

To buy - 400EU (1 user)

890 EU (2 users)

2710 EU (4 users)

5540 EU (8 users)

Discounts 25% for Eastern Europe and

South America customers

To rent- No

Systran

To buy - 5 users – 3999$

10 users – 5499$

20 users – 7299$

To rent- No

Plunet

To buy - 2 users – 6000 EU

4 users -8400 EU

To rent-

1566 EU/year (1 user)

2 users - 1620 EU

4 users – 1728 EU

To determine the market share of projetex we need to find out worldwide revenues (sales) of translation software during 2015 and sales of projetex (ait com)

Worldwide sales of business translation software are taken from the EU report (1110 M EU) (https://ec.europa.eu )

To estimate the market share of projetex in business translation soft we need total sales for last year but because of the lack of information, we use number of downloads from https://download.com and https://software.informer.com . Projetex software was released in 2012 – for this time 555 users downloaded projetex, or 185 annually

To know the total number of projetex sales per year we will multiply price (let's take for 1 user only) on a number of downloads per year.

185*1345 EU=248825 EU (estimated)

Market share of projetex (estimated) = 248825/1110000000=0,0002241 or 0,02% of total sales

RECOMMENDATION TO TMS SOFTWARE COMPANIES (Projetex client)

To increase sales of TMS software I propose to do 4 steps

1). My proposal is to do price for 1 user very cheap (around 400-500 EU) and to let agencies rent your software.

2) Create a blog – where you can describe what can be done using projetex, add here competitor comparisons articles, how to start your own business (translation agency) using projetex

3) Create forum where users can ask any questions

4) On corporate site add a form to write feedback from customers

5) To make your product more popular – give free 3-6 month licenses for translation agencies

6) to order paid articles about TMS analysis (all giants and AIT company) on a few thematic (most popular) blogs

I would publish on the corporative page – all discounts, special offers for clients, competitions and vacancies (with high salary!) for employees (need to mention that company allows such benefits like remote working and social packet)

People from this page should clearly understand that main purpose of AIT company is to do translation tools available for anybody and to increase the welfare of each and every

The third part is publishing comprehensive analysis of Your competitors. This analysis must convince future customers to buy especially your product – why? Because You offer the best options (price, variety of tools, access, secure transactions, client relation management, customer support, etc) for every group of clients.

First of all need to determine your clients: on which resources you can find them? – it is the most important task and all sales and future profitability depend on it.

I would advertise my product (let say it will be Projetex again) on professional resources (how to start a small business (how to create translation agency) blogs and forums) By the way it is low-cost marketing program and to control it you can use such programs like google analytics or Yandex-metrics to see how many users come from these resources and if the money that you spent on advertising brings you any profits (it is about internet-marketing)

Advertising without BUDGET

If we are talking about conferences for translation agencies I propose instead of doing the boring presentation of product – invite directors to play a game (let's say it will be lottery or competition – winner will receive a certificate for buying any of your product on 500$ and free-license on 6 month) – surely everyone on this conference will remember your company for a long period of time. And all the participants in the conference will receive a 6% discount card for any of your products (with registration)!

Examples:

Invite your friend and receive a free 4 months license

If you have one of our products – in future you can buy any of our products with discount 6% or buy a virtual discount card and permanently receive a 6% discount on any product

Leave a review of any of our product on our corporative site and receive 6% discount on the product you bought

HOW TO INCREASE SALES OF PRODUCTS (Budgeting)?

If I have 500$ for advertisements how I spend it on each of the products? First of all, I will determine the price of each product:

ТО 3000 – 219 EU (enterprise)

AnyCount - 95 EU (personal)

I will find the % in all sales:

ТО 3000 – 219/314 =0,7 or 70%

AnyCount - 95/314=0,3 or 30%

In this case I will give for advertisement campaign 70% from 500$ (or 350 $)on ТО 3000 ads та 30% AnyCount ads (or 150$).

Examples of ads:

1) Write a review on AnyCount - and buy it at a discount of 6%!

2) Offer your friend TO 3000 - and use the program for 4 months for free!

The only problem is that many large companies allow individual freelancers to use similar programs for free. Therefore, it is worth considering the appropriateness of the money spent on these products. In this case, I would do the following - either make these 2 products very cheap within (60-120 EU) and would not spend on advertising them at all or allow individual freelancers to use them for free (cloud-format). I would focus on advertising software for businesses and large corporations (since only 20% of clients generate 80% of all sales).