Parlez-Vous 'Profits'?

Julie Schlosser

(FORTUNE Magazine) -- To see the real Rosetta Stone, one must travel to the British Museum. But lately a $30 million marketing blitz has made the company that bears its name almost ubiquitous. Founded in 1992 on the theory that immersion--not translation--is the best way to learn a foreign tongue, the maker of language-learning software is angling to become a Berlitz for the laptop set. The catalyst is 34-year-old CEO Tom Adams, a Swede who was formerly a commodity merchant in London. When he took over in 2003, Rosetta had a handful of sales kiosks and one ad in one publication. Now it has 82 sales kiosks in airports and malls--and a fresh ad campaign running in more than 60 magazines. (It also has new private-equity investors: Last year parent company Fairfield Language Technologies completed a management buyout led by ABS Capital Partners and Norwest Equity Partners.) A big customer is the U.S. Army. More than 70,000 soldiers are studying one of its 30 language programs. Adams says the company has quadrupled its revenues in the past 2 1D 2 years. It's on pace to take in around $100 million in sales this year. Rosetta, it appears, is learning to translate language into money.  Top of page

Sponsors
Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer LIBOR Warning: Neither BBA Enterprises Limited, nor the BBA LIBOR Contributor Banks, nor Reuters, can be held liable for any irregularity or inaccuracy of BBA LIBOR. Disclaimer. Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.
Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer LIBOR Warning: Neither BBA Enterprises Limited, nor the BBA LIBOR Contributor Banks, nor Reuters, can be held liable for any irregularity or inaccuracy of BBA LIBOR. Disclaimer. Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.