To localize or translate software, that is the question. Well, allow us to take a stand early. We believe the former is a better option.
But, it helps to provide some context around our position. And that is what we will do in this article.
Exploring Localization and Translation
Let’s say the software developers live in an English-speaking country. They will, of course, develop the software in English. That is all good and will work for the natives.
But, in the spirit of globalization, non-English speakers may find a good use for the product. The only way they can get functionality out of it is to access it in their native language.
Enter localization and/or translation. It may sound like the same thing. Yet, many factors highlight the differences between the two. Let’s define the two before going into an in-depth exploration.
Translation is the process of changing text or code into a different language. Let’s take a basic example of translating a simple word like the English Hello. In Spanish, it would be Hola. In Swahili it is Hujambo. In Chinese, the word translates to Nǐ hǎo.
Think about software localization like the more advanced version of translation. It starts with translation but goes much further. You see, it is all about adapting the software to the local market.
When talking about adaptation, what does it include? Well, you must have a good understanding of different things. These include:-
- Culture
- Trends that are specific to the region
- Colloquialisms, slang, idioms
- Use of imagery and symbols that do not offend or elicit controversy.
- Writing systems like the right-to-left patterns of Arabic or Hebrew readers. That means adjusting other elements to align with the directional changes.
Examples of Localization
Let’s take a simple example of metric systems. If you are a cooking fan, you may come across this. Some recipe books use the pound in their measurements.
But, you may find yourself struggling if your system uses kilograms. When launching the book to such markets, they should have localized the market to the existing metric systems.
Another example is websites. When translating the site, it is about changing content and code into a target language. The teams don’t go further into consideration around factors like images or slang.
The challenge with translation is it may not make things easier to understand. What may make sense in English would lose meaning in another language. And, it does not make it easier for people without coding knowledge to understand.
In software localization, the teams must be more mindful of what we have mentioned above. Remember the iconic photo of the gentleman who stood in front of tanks at Tiananmen Square in China. He gained the moniker ‘Tank Man.’
For many, it was a powerful photo that spoke volumes as a sign of protest against violent reactions to protests. Now, that image is not usable on Chinese websites.
The same applies to images like grasshoppers in front of tires or swans approaching oncoming trucks.
Software localization would take into account such factors. Any images must go through careful analysis to determine what is appropriate. That means more flexibility to ensure the end target has a better user experience (UX).
Why Software Localization Takes the Cup
We started the article by saying that localization is the better option. By now, you should have a pretty good idea why we have taken this position.
But, let’s peel the layers a little more by providing more context to some of the things we mentioned above.
- Localization Is About the User Experience
Software developers have one key factor in mind at all times. And, that is the user experience (UX). How customers feel after using a product determines whether they stay or go to a competitor.
Localization requires:-
- Thorough research of the local market
- A good understanding of the target audiences
- Competitor analysis, especially on those that have found success in the local markets
- Proper knowledge of the local language. As we mentioned above, that includes things like slang and colloquialism.
- A proper grasp of everything that defines the target customer. These include cultural beliefs, societal values, relationships, and so on.
- Role of Software Localization in Opening Up Markets
The beauty of technology is that it transcends borders. The functionality a mobile user in the West gets should be the same for that person in Africa. Globalization provides unlimited potential for software developers.
But uncovering that potential means making the software relevant to the local market. What is the point of an app that needs full-time connectivity to a region that does not have dependable internet?
An option would be to provide offline functionality for when the users are offline. A competitor who understands this would drive your business out of the market.
Software localization also means the ability to adapt to changing trends. When you have a pulse on what people want or need, it becomes easier to provide the right product.
- Software Localization and Branding
Product or software localization comes with some challenges. There is a desire to maintain the brand heritage. For some, localization means losing some of the original attributes. That may very well be the case.
But, if your product does not meet the requirements of the people, it will never take off in that market. And, if it offends the locals, it will impact the company brand.
There are many examples of brands that ignored the importance of localization to their detriment. Gerber did not take into account the illiteracy levels in Africa. They neglected to put the product image on the package.
Many of the target customers did not understand what the cute baby face was all about. You see, they would buy based on relevant images since many could not read.
Puff tissues ignored the aspect of colloquialism in Germany. The word puff means whorehouse.
Recovering from such slips can take years. Yet, all it requires is proper research and an understanding of the market.
Final Thoughts
Software translation and localization both have a critical role. But, localization has tons of benefits, as we have highlighted. It is about ensuring the product meets the needs of the users.
But, beyond that, it looks at other factors that could impact the UX. These include culture, images, placement of elements, language, and so much more.
Localization provides a powerful tool for product expansion beyond the confines of the developing country. It can also be a way to build brand loyalty amongst target audiences.
