Some applications seem to speak your language fluently. They sound natural; as if they were created in your country. They reflect your culture, proverbs, and sayings. Why do you perceive them that way? It is because their creators have paid attention to proper software localisation.
In simple terms, software localisation means adapting software to meet a particular market’s specific cultural and linguistic needs. The goal is to make a user in Japan, France, or Poland feel that the program was developed with them in mind. The application considers local customs, measurement units, date formats, and currencies.
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What exactly is software localisation?
Software localisation (sometimes abbreviated as L10n) involves much more than translating text from one language to another. If your application contains jokes or cultural references, they must be adapted. This way they will be understandable and amusing in another language as well.
Translating software requires linguistic skills, technical knowledge, empathy, and an in-depth understanding of the specific culture.
Software localisation: challenges
The success of software in the international arena depends on how well it is “received” by representatives of different cultures. Translating a product for individual markets helps gain the trust of users worldwide. What challenges does the process of localisation face?
Language and cultural challenges
Using software in a foreign language presents a language barrier. Translation helps effectively overcome it. However, for this to be successful, the translator must understand the context in which a particular word is used.
A direct 1:1 translation is not always accurate. Take, for instance, the English word “date”, which means a calendar date or a romantic meeting, depending on the context. You need to know the context when translating into a foreign language to avoid embarrassing mistakes. Languages are full of such traps.
Language is just the tip of the iceberg. It is the most visible part, but there are many other underlying issues. Culture influences how we perceive colours, symbols, and even gestures. For example, in many Asian countries, white is associated with death, unlike in Western countries where it is mainly a symbol of purity.
Even emojis are not as universal as they might seem. The “OK” emoji is widely accepted in most regions of the world, but in the Balkans, it is considered offensive because of strong political connotations.
Technical challenges
An important aspect of locailsation is the adaptation of the user interface. This includes adjusting text sizes on buttons to fit the length of the text in another language.
Text is written from right to left in some languages, such as Arabic and Hebrew. Developers need to make significant changes to the layout of the interface to accommodate this difference. It is not just about reversing the order of characters in the text but also adjusting the entire layout: menus, buttons, and text blocks.
In the UK, the date format is DD/MM/YYYY, while in the USA it is MM/DD/YYYY. It sounds simple, but, in reality, it poses a real challenge for programmers. There is also the need to consider units of measure. Converting kilometres to miles or degrees Celsius to Fahrenheit is just part of the task.
Legal challenges
Lastly, there are a couple of challenges related to law and regulations. This is where matters become truly serious, which involves adhering to local laws and standards. The General Data Protection Regulation (GDPR) in the EU imposes strict requirements on the processing of personal data.
Different countries have varying regulations regarding privacy and data security. A company’s operations can even be limited by censorship. Non-compliance with these rules results in hefty fines or even a ban on software sales in a particular country. It is not worth the risk; so it is better to familiarize yourself with all the regulations before beginning the localisation process.
Software localisation process: effective strategies
Now that you are aware of the challenges you will face in software localisation, it is time to discuss effective strategies.
Planning and needs analysis
Start by determining which market you want to succeed in. Get to know it as well as possible and identify the existing needs. Use the help of local specialists and native speakers. Market research will help you to determine what truly resonates with local users. A competitive analysis is also invaluable. Ask questions and draw conclusions.
This stage is crucial for understanding the cultural, linguistic, technical, and legal aspects specific to your target market. It forms the foundation to build the rest of your localisation process. By analysing the market, you can tailor your approach to meet the unique demands of the local audience. Are you ready for a successful entry into the new market?
Questions to consider during software localisation:
Who are your target users? Consider their demographic characteristics (age, gender, education, profession).
What are their preferences and behaviours when using technology?
What are the specific needs and expectations of users in this region?
What do they expect from the software regarding functionality, performance, and user interface design?
What are the local customs that might affect the way software is used?
What are the cultural and linguistic factors that need to be considered?
Are there region-specific expressions, phrases, and linguistic contexts to be aware of?
Are there sensitive topics that should be avoided?
What are the current technological trends in this market?
What devices and operating systems are most popular among local users?
What types of applications or software are currently trending in this region?
What are the local legal regulations and laws that might impact your software?
Are there specific legal requirements regarding data privacy, security, or accessibility?
What are the local standards and certifications your software should meet?
What mistakes have competitors made, and how can you avoid them?
What localisation strategies have competitors used, and what were their outcomes?
What are the income levels and purchasing power in the region?
What are the local economic conditions and their impact on the technology market?
Consider these questions to develop a comprehensive localisation strategy that resonates with the target audience and addresses the unique characteristics of the local market. This thorough understanding will help ensure your software is well-received in the new market.
Choosing tools and technologies
Once you know your goal, you need the right tools to get there. Translation Management Systems (TMS) allow for the automation of many processes. They enable you to track translation progress and ensure terminological consistency.
Always choose scalable tools. A basic TMS might meet your current needs, but you will need more as your software expands into new markets. Scalability ensures that as your localisation’s needs grow, your TMS can grow with them, avoiding the need for a costly and time-consuming switch to a more capable system later on. Moreover, make sure to check if the tool supports integration with other systems you are already using.
Managing a team of translators and specialists
The final piece of the puzzle is the people. International collaboration might pose a significant challenge. Communication within a team of translators, developers, and testers eases things off. Facilitate this by organising regular meetings. Provide clear instructions and show an understanding of cultural differences.
Each team member should have a clearly defined role. A translator is not a tester; an engineer does not need to memorise a dictionary. Provide your team with the tools and support, so they perform their specific tasks effectively.
A collaborative environment where each team member feels valued and understood helps localisation. It enhances productivity and ensures different cultures are respected in your localization efforts. Leveraging the diverse skills and perspectives of your team, you achieve a more comprehensive localisation process.
Software localisation: Benefits
Discover the benefits of software localisation. Note that its impact exceeds the challenges associated with this service.
Wider audience reach
Software localisation expands your reach. A translated program opens doors to new markets. Your application might become popular in Japan, Brazil, France, and beyond. Are you ready for that?
Competitive advantage
Stand out or fade away. Software localisation highlights the advantages of your product against others. When customers notice a product adapted to their culture and language, they perceive it as added value. This can further increase their trust and loyalty towards your brand.
Localisation software makes it accessible to a broader audience. At the same time, it demonstrates cultural sensitivity and a commitment to meeting the specific needs of your users. This enhances the user experience and leads to increased sales and a stronger market presence.
Localisation is about creating a connection with your users. Use this opportunity to show that you value and understand their cultural context.
Improved user experience
Tailoring software to local customs and preferences ensures that users have a pleasant experience. A satisfied user is more likely to use the product regularly, recommend it to others, and return for more.
Respecting regulations
Software localisation also serves as a safeguard against potential legal issues. Adapting a product to local requirements and regulations demonstrates that a company is responsible and aware of its impact.
This aspect of localisation minimises the risk of non-compliance with local laws. It also shows respect for the user’s cultural and legal context. It strengthens the brand’s reputation as customer-oriented, which is a significant factor in building long-term customer relationships and trust.
Increased revenue
Localisation opens doors to new opportunities. It directly translates to increased sales. By better understanding local needs, you can offer products or services tailored to specific customer groups. This leads to higher profitability for your project.
Brand building
Software localisation aids in building a global brand image. It is an important step towards becoming recognised worldwide. Show that your company thinks globally but acts locally.
There are multiple benefits of software localisation. They include enhanced user experiences, increased sales, and working on a brand image. By localising your software, you are connecting with diverse cultures and expanding your market reach. This strategic approach boosts your business’s growth potential and strengthens your position as a culturally aware and user-centric brand in the global marketplace.
Trust the experts with the software localisation process
Are you dreaming that your application will grab the attention of users worldwide? Invest in masterful software localisation carried out by specialists: translators, programmers, and testers.
You do not have to hire an entire in-house team right away. Work with a professional translation agency instead. We have the know-how and the necessary technical infrastructure. We guarantee a localisation that will stand out in the market. Save time and resources. We will take care of every detail of the process, so you can focus on your core business.
Entrust your software localisation to experts. Your product will be accurately translated and compliant. This approach minimises the risk of errors and enhances the overall quality of your software.
