At the same time as the localization industry has gained a profile as one of the leaders in the drive towards globalization, its internal contours are becoming more and more unclear. Global providers are moving towards facilitation and, in some cases, product sales, while smaller players are specializing in specific domains and/or technologies. While there is a growing recognition that “pennies for words” translation has reached the end of the line as a business model, the new focus on content provision and adaptation can also be interpreted as a tacit move “backwards” to a translation-driven industry, with traditional high-end translators and new localization companies becoming increasingly alike. Driven by domain expertise and fully capable of meeting the demands of the new economy, the new providers in this area can also offer something rarely associated with the old translation profession: value-added.