Writing emails in proper English takes time and effort, which is why few people bother anymore. After all, as long as the recipient understands the general gist of the message, what’s the point in worrying about spelling and grammar? Plus, most everyone has become accustomed to the free-flowing, conversational style of email – which is part of what makes sending messages fun!


But when it comes to business and customer relations, writing emails in proper English is essential. A poorly written email between a company and its client could lead to a misunderstanding, and possibly a loss of business. Similarly, internal business operations generally run a lot more smoothly if the language used is precise enough to get everyone “on the same page.” As everyone knows, just one improperly used word can change the whole meaning of a written message.

As such, WhiteSmoke has developed “interactive text enrichment software” which enables email users with limited English and/or writing skills to improve the quality of their messages. After a user writes a message, he or she can send it to WhiteSmoke, and the company, through a computer program, will send back suggestions for improvements. There are five different versions of the software (Business Version, Legal Version, Creative Writing Version, Executive Version and Medical Version) - each one tailored for a specific use.

The company announced today that Walla!, Israel’s popular Internet portal, will be offering the service to its users in an effort to improve their written communications.

“English is the most commonly used language on the Internet, but millions of individuals find themselves frustrated on a daily basis by not being able to write properly,” said Hilla Brenner, WhiteSmoke founder and CEO, in a press release. “Our software allows those people to express themselves freely and accurately.”

“Israel is a trendsetter when it comes to adopting new Internet technologies,” Brenner continued. “Our aim is to follow in the footsteps of our peers - such as Shopping.com - and introduce WhiteSmoke’s software to the world. Having Walla! as our partner sets a global industry standard and is testament to WhiteSmoke’s level of technological innovation and potential for promoting e-mail messaging as an ideal outlet for English language education.”

Although it was initially designed for people who use English as their second language, WhiteSmoke’s interactive text enrichment software is now just as in demand here in the U.S. as it is in other areas of the world. The company is reportedly in talks with leading US ISP providers and will soon be making the service available in this country as well.

The service provides grammar correction, context-related synonym replacements and adverb and adjective additions - all of which can be controlled by the user. The patented technology is said to “simulate the human thought process by reading, classifying and storing millions of carefully selected texts, and providing the user with precise context-related choices in various writing styles” (there’s even a romantic style for online dating).

The service, which is entirely unique in the marketplace, will assist more than 1.7 million Israelis who use the Walla!Mail service, with improving their English language skills. Israel boasts one of the highest Internet penetration rates in the world - and has produced a string of highly successful global Internet companies such as Shopping.com, Incridimail and Merabilis.

WhiteSmoke’s application will be available free-of-charge to Walla!Mail subscribers.

As far as privacy goes, the company claims that its employees don’t read any of the messages- rather, that is handled entirely by a computer.

“We’re too busy to go through things you send us,” Brenner was quoted as saying in a recent report on CNET.

Founded in 2002, WhiteSmoke is a privately held company headquartered in New York, with R&D facilities in Tel Aviv and offices in South Africa. The company is funded in part by prominent Israeli investors Shlomo Touboul (Finjan founder) and Yair Goldfinger (co-founder of ICQ).

For more information, visit www.whitesmoke.com.

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Patrick Barnard is Associate Editor for TMCnet and a columnist covering the telecom industry. To see more of his articles, please visit Patrick Barnard’s columnist page.