Jun 22, 2012

Sell like a refugee!

I'm a refugee I suppose: one who fled from the clueless, tone-deaf stupidity of PowerLing as they undermined the marketing efforts of my favorite translation tools company, Atril. I think it's fair to say that a great number of the features which translators appreciate most in the modern generation of translation tools were pioneered in Atril's Déjà Vu, and the creative genius of product development there hasn't dimmed one bit as far as I can see, though the slow pace of implementation did drive me nuts at times for years.

When the sad announcement came that Atril had been taken over by its incompetent marketing partner, I thought that there might be difficult times ahead for the product. I never could have guessed how utterly embarrassing those times could be. Then last year I had the displeasure of sitting through a presentation by a rep of the New French Atril, who made me want to crawl under my chair as I watched some silly green dragon in a childish tale which I suppose was intended to teach us about the evils of SDL and possibly other competitors. Hard to tell what it was about, as it was all rather incomprehensible.

Perhaps incomprehensible is the word I should use to express some of what I think about the recent promotion for World Refugee Day. Or perhaps appalling. A shame, really, that the friend who dined so well on a dead horse by the roadside as she fled from the Russian Army and became a refugee is too far gone with Alzheimer's to take advantage of that great offer. Perhaps an ongoing discount could be offered to all those driven from their native lands who now churn words between languages to earn their bread? I wonder if we'll have another sales promotion to celebrate Եղեռնի զոհերի հիշատակի օր or perhaps the atomic bombing of Japan? Why not if it'll call the world's attention to a great product? Surely the marketing geniuses in Paris can find a way to piggyback on human trafficking for proZtitution and so many other evils that plague today's world. Go for it.


  1. Beautiful, Kevin. You really can't make this stuff up, can you?

  2. Thank you Kevin for expressing our collective repulsion.

  3. Thank you Kevin for expressing our collective repulsion.

  4. Repulsion is right, Maxime. I actually had to use DVX2 this morning to save time and trouble on a project where 90% of the translation was done in memoQ, and it absolutely galled me to do so because of the terrible marketing at Atril. This used to be my favorite company in the industry, but I feel sick when I see what the new management get up to.


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