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If your organization is ready to expand into new markets overseas, it takes more than simply translating your sales and marketing materials. In today’s technology-driven world, it is imperative to fully localize your software, website(s) and mobile applications to ensure your product/service makes sense to your target audience. Localization goes beyond translation. It takes into consideration local practices and culture so that the end user in your target country is comfortable with what you offer, increasing your chances of success.
In his article, “Localizing for software, websites and global apps” in the April/May 2011 issue of Multilingual Magazine, Amir Helzer provides insight into the many steps involved in localizing software, websites and mobile applications. For many businesses looking to localize software or other technologies, partnering with a translation service provider experienced in software localization will be the most cost-effective solution. Those considering taking on this task in-house need to first understand what is involved.
Steps involved in localizing software
According to Helzer, to run a successful multilingual software business companies need to ensure the software localization process includes the following steps:
- Define what can be localized
- Develop localization strategies based on expected sales
- Create a product schedule for the localization process
- Use native translators for the translations
- Closely manage the translation process
- 6. Test the translations
He also identifies four phases (Preparation, Translation, Programming and Testing) of the software localization process, each of which involves several, detailed steps. From creating a project schedule and translating software strings to resizing dialog boxes and testing the functionality and user interface of the software, a software localization project requires specific expertise that is typically best obtained from a team of professionals.
Running a successful multilingual website
Regardless of how your site is built, there are certain principles you need to follow to ensure the success of a multilingual site, which include:
- Creating and maintaining translations when site content changes
- Automating site structure so translators don’t have to edit links and navigation
- Allowing users to easily choose their language
- Understanding trade laws and regulations as well as the economic and political policy of the country or region
In addition, if your site involves ecommerce, you will need to make sure that your checkout page displays in the correct language or, if you send customers to another site to checkout or make a payment, it will be necessary to include the language in the checkout link. The fastest path to an abandoned cart is not allowing your site visitors to change the language on your checkout pages.
Don’t forget about mobile apps
According to the International Telecommunication Union (ITU), there were 6.8 billion mobile subscriptions worldwide at the end of 2012, which is equivalent to 96% of the world population (7.1 billion according to the ITU). The number of mobile subscriptions have increased 13% since 2011 (6.0 billion) and 20% since 2010 (5.4 billion). It is important to note that “mobile subscriptions” refers to the number of SIM cards being used in each country, not the number of people using a mobile device. The figures are still compelling, especially when one considers that mobile subscriptions now outnumber fixed phone lines by 6:1 and mobile broadband outnumbers fixed broadband 3:1.
Based on these statistics and the rapidly growing population of mobile users, particularly in developing nations, experts predict that mobile Web usage will overtake PC-based Web usage in the near future, particularly in developing nations. In fact, it already has in China and other countries. For developed countries, the shift will happen more slowly, but it will happen. As such, it is imperative that global companies strategically invest in their mobile app and mobile Web strategies.
The top 10 mobile markets by number of subscriptions are: China, India, United States, Indonesia, Brazil, Russia, Japan, Pakistan, Germany and Nigeria. These countries account for more than 55% of the world’s total mobile subscriptions. Why is this important? Most of the people you might target in these countries will not buy your product or service if it is not presented or available in their native language. With an increasing number of consumers using a mobile device to access the internet, companies wishing to reach consumers in global hot spots will need to translate their mobile applications.
While Helzer covers tools such as machine translation (MT) to translate content for mobile applications, he does caution against relying solely on MT. While machine translation is able to translate words from one language into words in another, it does not recognize whole phrases, cultural nuances or colloquialisms. As Helzer states, “in order to best localize mobile content, you must make sure it is linguistically correct and culturally relevant.” What is most effective for translating mobile apps is what is most effective for other translation projects – a combination of experienced human translators and a computer system to help manage the localization process.
In his article, Helzer provides a series of steps to ensure an efficient mobile application translation; however, his focus is on applications for the iPhone. While the iPhone is an extremely popular smartphone, according to mobiThinking, the media tends to overhype the importance of smartphones and Apple in particular. The statistics support this opinion: in 2012, over 55 percent of handsets sold globally were not smartphones and 92 percent of all phones sold were not Apple. The point is there are many devices and platforms to consider. In addition to the growing complexity of devices, the overall process of managing app translations is extremely complex, and it requires expertise not only in translation and localization but also in software and mobile technology. For this reason, many companies partner with a translation service provider who understands the detailed steps involved in software localization.
Technological advancements occur at an alarming rate and impact consumers throughout the world. These advancements have made it possible for businesses to reach consumers in markets once thought impossible to reach. But to be truly successful in a global market, companies must do more than simply translate software, websites and mobile applications. Localization is critical; without it, your target audience will be unlikely to understand your products and services, let alone find them meaningful or relevant.
Localizing for software, websites and global apps” in the April/May 2011 issue of Multilingual Magazine, Amir Helzer, http://www.multilingual.com/articleDetail.php?id=1797
Global mobile statistics 2013 Part A: Mobile subscribers; handset market share; mobile operators, mobiThinking, http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#subscribers
