We’ve seen this feature in countless smartphone ads. The quick scene has someone traveling to a foreign country, having a local say something into their smartphone, and then smile as it provides the translation for them. Usually it takes up just seconds of the ad before they move onto a new camera feature or something.
What they don’t show is the aftermath as that smile turns into panic. For soon after, the user realizes they’re nowhere near their hotel’s free WiFi. They begin to calculate how much their international data charge will be by the time they finally translate the local’s instructions to the best food in town. Who knows if they’ll be able to afford it by then?
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