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Table of Contents
About Cricket Communications
Cricket Communications, Inc., a subsidiary of Leap Wireless International, Inc., was founded in 1999 and offers wireless service in the U.S by way of month-to-month contracts only. One of Crickets’ major trademarks is that it does not require credit checks or long-term service contracts.
The company uses a flat rate billing method and offers rate plans ranging from $30 to $60 per month before taxes. Cricket also offers a nationwide extended calling area on most service plans, which extends coverage to all Cricket coverage areas. In addition, Cricket offers nationwide roaming, enabling its customers to use their Cricket mobile phone throughout the US and Canada while outside of Cricket coverage areas.
Compared to an estimated six percent of other wireless carrier customers, nearly 20 percent of all Cricket Communication customers in the US are of Hispanic descent. In 2004 Cricket successfully increased its stronghold on the growing Hispanic market by launching a suite of Univision Movil Spanish content—including mobile games, ring tone, wallpapers, audio tones, news, and mobile greeting applications—for its Cricket Clicks™ subscribers across the country.
Cricket Communications currently provides mobile phone services to over 3 million customers in parts of 25 states.
Challenges
With a clearly undeniable focus on Spanish speaking consumers in the US, Cricket was challenged with an ever increasing need to translate various advertising materials into Spanish with a focus on the US market. Projects included the translation of marketing materials such as in-store mailers, point-of-service displays, website content, campaigns, but also legal texts, surveys, and general texts and content used in all markets around the country.
The majorities of these projects are very small in terms of word-count and require turnaround times of 24 hours or less. In addition, the translation of the Spanish copy has to be as creative and effective as the English source content.
Cricket’s increased need for translation of Spanish copy resulted in the company’s launch of a nationwide sourcing campaign to identify potential localization and translation vendors. Cricket’s objective was to establish an effective partnership with a localization vendor that could not only handle large volumes of small projects but also meet tight deadlines, provide high quality translations, and offer attractive billing terms.
Benefits
Pricing: Because of the significant amount of small projects awarded to ENLASO each month, low minimum charges and a special pricing model were established.
Quality in translations: A dedicated team of English to Spanish translation specialists ensures consistent use of Cricket approved terminology as well as efficient glossary and translation memory maintenance. ENLASO maintains the bilingual glossary for Cricket and ensures that corporate branding elements stay consistent for the various customers within the Cricket family.
Turnaround time: Establishing a direct line of communication between Cricket’s advertising agency and ENLASO, ensures that translation projects are delivered in 24 hours or less.
Reporting: Since most of the translation projects are directly handled between Cricket’s advertising agency and ENLASO, ENLASO provides Cricket with a detailed project report at the end of each month. Cricket can now charge each division with the applicable cost for translation services.
The ENLASO Solution
In 2006, ENLASO—one of the leading English to Spanish localization and translation solutions providers in the US—had the opportunity to provide Cricket with in-depth information about its Spanish translations capabilities and expertise.
Being able to leverage from its extensive experience in localizing telecommunications, mobile, and wireless related content, ENLASO seemed like a perfect match for Cricket’s localization and translation requirements. ENLASO works with a number of customers that have very similar requirements like Cricket: large amount of small projects, industry terminology proficiency, fast turn-around times, high quality deliverables, and attractive pricing structure.
In a first step, ENLASO gathered a dedicated team of linguists that would handle all of Cricket’s translation projects. Team members were selected based on their extensive telecommunications-related translation expertise, creative writing skills, and the availability to handle a large amount of small projects within the required turnaround-time.
Cricket also requested that ENLASO establish direct lines of communication with their advertising agency. This process proved to be highly effective in achieving desired turn-around times for translation projects of 24 hours or less.
Conclusion
Cricket and ENLASO have successfully established a process that benefits both companies. This process enables ENLASO to provide high quality translations, within the expected time frame, and at the agreed upon price.
ENLASO's Telecommunication Localization Solutions
For more information on how ENLASO can assist you with all of your localization needs, please contact us at Contact@enlaso.com, call 303.516.0857 x127, or complete the quote request form.
