Questions
I can see the business use in this language conversion application but for personal use how many people have friends to chat with in the first place if you cannot even speak the same language. Are you going to try to make friends in china with some random person using this software? For business purposes for procuring offshore product yes this is good but social media is really based on personal use.
What happens if twitter and facebook develop thier own intergrated language conversion capability. The fact that they haven't tells me there is limited need.
For the 12 M users already - how were they signed up ? Did anyone look into the details - were they spammed or offered some incentive to join such that sign up numbers to date are not indicative of future use - There are lots of games played to ensure good "usage" and "sign up" numbers.