“Unlocking the Power of Global Markets: Understanding Mobile App Localization”

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With the increasing diversity in our modern society, the IT industry must adapt to these changes. As a result, having multiple localizations in mobile apps has become a necessity rather than just a desired feature. In this article, we will discuss the concept of mobile app localization, its objectives, and the benefits it brings to businesses. We will also delve into several technical considerations and tips for successfully performing the localization of mobile applications.
What is Mobile App Localization?
Traditionally, software localization was confined to the simple translation of text, as was common several decades ago. However, modern-day localization goes beyond mere translation and is now a comprehensive process that involves customizing a software product for different markets and cultures. Generally, the localization strategy is carefully planned well in advance of the product release, and the software development process takes this into account.
The crux of the localization process still revolves around translating the text in an application. This includes the app’s user interface, text embedded in images and videos, and any external resources such as PDF files or web pages that are linked to from within the app. For instance, this would apply to various documents like user agreements or licenses presented as external files. This makes it easier to make any necessary changes without having to extract the relevant text from the application itself.

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Cultural peculiarities play a vital role in localization. This includes support for varying types of scripts, such as Latin, Arabic, Cyrillic, Chinese, Japanese, and more. Even within the same language, significant differences can exist among different countries. These disparities include spelling, word meanings, and other linguistic nuances developed throughout the history of a specific language variant. As developers, it is crucial to keep these disparities in mind. For instance, Google Play supports seven versions of English, three variations of Chinese and Spanish, and so on.

When localizing a product, the choice of measurement units also holds significance. While the Metric system is widely accepted globally, three countries, including the US, have officially adopted the Imperial system. Additionally, a few states like Canada and India sometimes use the Imperial system for specific contexts. For example, even though these countries have transitioned to the metric system, they still use inches as a unit of measurement for pizza diameters, wheel rims, pipes, tubing, etc. This cultural trait becomes especially crucial when developing software products for these markets, particularly online shopping or other retail applications.

Incorporating audio speech resources in a localized app can also enhance the user experience. Text-to-speech engines offer satisfactory quality at a reasonably low cost for most purposes. However, recording real voices can be expensive, especially when hiring professional actors and booking specialized studios. It is only large development companies, such as Activision Blizzard or miHoYo, that have the budget to provide options for voice-over in multiple languages. The strategy behind it is to offer users the best possible experience in their preferred language, leading to increased customer satisfaction and consequently, higher profits.

Localization plays a crucial role in making a software product successful in its target markets. It involves customizing the software to cater to the payment and delivery methods that are popular in a particular region. For instance, some countries may not have options like Mastercard, Visa, or Paypal, so the application must be adapted to include local equivalents. Additionally, the format of postal addresses may vary in different countries, which is especially important for retail applications.

When it comes to mobile software, localization also includes adapting the software to meet the requirements of Google Play and Apple Store. This includes translating the app’s titles, descriptions, and text on screenshots, as well as adding relevant keywords. Proper localization can greatly increase the ranking of the localized application, leading to more downloads.

One of the main reasons why localization is important is because it allows a software product to be available in different markets. By supporting multiple languages, a mobile application can reach a larger audience, resulting in higher profits. Not only that, but it also provides a better user experience, making the application more user-friendly and therefore more likely to be preferred and used by customers. This, in turn, can give a competitive advantage to the application over its rivals.

Moreover, a well-executed localization effort also shows that the owner of the software has invested time and resources to adapt the product specifically for a target market. This demonstrates respect and acknowledges the importance of that particular audience. Customers feel valued and appreciated when they see a software product that has been tailored to meet their needs and preferences.

For businesses, mobile application localization offers significant benefits. It is a worthwhile investment that greatly enhances the overall quality of the product and provides valuable advantages. These benefits can be summarized into three main categories: reaching a larger audience, expanding market coverage, and delivering a better user experience. By localizing a mobile application, businesses can effectively tap into new markets and attract more customers, ultimately leading to increased profits and growth opportunities.

Together, these advantages lead to increased downloads and a larger user base. This in turn, can result in higher profits from sales, advertising, or other monetization methods employed by an app. In the case of enterprise applications, localization can contribute to improved productivity and enhanced communication between offices and branches of a multi-national corporation.

Technical Considerations

Localization (shortened to “L10n”) is most effective when it is included in the planning stages along with internationalization (i18n). Internationalization involves designing an application in a way that allows for easy adaptation to different languages. Essentially, i18n is a development approach that enables an application to be localized without causing any technical difficulties.

Software developers must anticipate the need to modify localized resources after the app has been released. Therefore, they must devise a method for extracting only the necessary portion of these resources, such as a single line of text or an image. Additionally, specialists must implement a seamless and efficient means of incorporating new localized resources into the existing application.

While extracting the text is a critical step, it is just one part of the localization process. It is essential to maintain the original structure in the extracted text to simplify the localization process and ensure its effectiveness. This way, localization specialists will have an understanding of the context throughout the translation process. This is especially important in cases where the interface includes numerous options, dialogue windows, or distinct textual elements like labeled buttons.

Research and select your target markets carefully. Extending the market coverage of a mobile application is tempting, but it is also costly and time-consuming. As a potential owner of a future mobile application, you need to devise its strategy. So, first of all, you have to decide whether you want to focus on one local market, several markets, or go global.

Choose languages for your software. Usually, those are the languages of your initial and potential target markets. If you plan to launch your mobile app globally, it is essential to consider covering at least five or six of the most spoken languages, including English, Chinese, Hindi, Spanish, French, and Arabic. This will greatly increase the reach and accessibility of your mobile application to potential users all over the world.

Prepare your software for localization. It is crucial that the design of your application allows for the addition of localized resources. By implementing this feature properly and in advance, you can extend the market coverage of your mobile software even after its release. This gives you the flexibility to cater to new target markets and further increase the user base of your application.

Choose a mobile app localization service provider depending on your budget. Nowadays, the process of software localization involves far less manual labor and more automation of routine and time-consuming tasks. This includes analyzing the software design and determining the resources that need to be localized. It is recommended to either have a relevant team within your development company or to hire a separate company that specializes in localization services. Popular translation providers such as Crowdin, Onesky, Trados, and POEditor can offer reliable and efficient services.

Ensure the quality of localization. Just like with any aspect of your mobile application, quality assurance is crucial for successful localization. Translations should be reviewed and approved by skilled editors and native speakers to ensure accuracy and fluency. Additionally, the user experience of localized versions must be on par with the original application to maintain consistency and user satisfaction.

In conclusion, carefully researching and selecting your target markets, choosing appropriate languages, preparing for localization, and ensuring its quality are all essential steps in developing a successful mobile application with a global reach. By following these guidelines and using the right localization service provider, you can effectively extend your market coverage and attract a larger and more diverse user base for your mobile application. Dappinity offers reliable and efficient localization services to help you achieve your goals.