The development of digital technologies and mobility has significantly expanded business opportunities. Entering the world market has become easier and more accessible, and for this, it is enough to use mobile applications. But there is one condition - localization of mobile applications is required. This is the process of adapting the program to the user's language, considering several additional factors. Let's look at how mobile apps are translated and what it takes.
Localization of an iOS or Android application is the process of adapting the product to the particular country of the user. This is a combination of technical, design, and translation tasks. It is not enough to simply translate the program into another language. Adaptation involves changing the perception of the product, taking into account the cultural characteristics of the region where the program will be promoted.
The market of another country opens up enormous business opportunities. The more users who want to use your product, the higher the capitalization and, therefore, the income. The success of launching new markets largely depends on the quality of localization.
Why is it needed? International marketing agency Applead conducted a study that showed that mobile app localization increases install conversion by 30%. And it is natural. The opening of new markets significantly expands business opportunities.
Many people consider these concepts related, but they are fundamentally different. Translation of mobile applications is a process in which the main task is to convey the content of the text to the user. Emphasis is placed on the classical translation of program content from one language to another. Stylistic and linguistic features are taken into account.
Localization of mobile applications includes translation as a prerequisite. But in addition to linguistics, the adaptation of the rest of the content, including the shape or color of the buttons, based on the region's cultural values, plays an important role. Knowledge of the country's mentality, culture, preferences, and nuances of the language is essential.
The translation is part of localization. Its purpose is to convey meaning without replacing concepts. Localization takes into account the target audience. It is permissible to introduce slang expressions, slightly change the content if it is appropriate, and rely on the user's request and needs.
It doesn't matter if you have Android application localization or iOS; the principle is practically the same. Choose one or more languages, determine the cultural characteristics of the country for which the product will be produced, and create an essentially new application aimed at a new market. But which languages to choose first? After all, localization costs money. Let's sort it out.
To begin with, you need to visit the App Store and Google Play, look at the statistics, and understand which languages are most often used. After doing this, you will see that the most popular languages are Chinese, Spanish, English, Hindi, Arabic, Portuguese, Russian, and Japanese.
Experts in 2018 conducted a study and determined that India, the United States, Brazil, Indonesia, and Russia had the most mobile app installs at the end of 2018. However, it is worth considering that Google Play is not available in China.
Experts have provided a graph showing the fastest-growing languages in the game market segment. It is worth being guided by it since the game industry is most often subject to localization. In this case, the best languages to start translating mobile apps with are:
But it is worth taking into account the indicator of the effectiveness of product promotion on the world market. Because it is tough to enter China due to government measures. Large investments and the organization of promotional severe campaigns are required. With ROI in mind, the recommended list of languages to start localization with is as follows:
Do not forget that it is important to consider each country's peculiarities, the "cultural code," and local legislation. Therefore, localization should be done by professionals who know their business and are able to adapt the existing product qualitatively.
If you already have a mobile app, translation becomes easier. It is clear where to start. Localization at the development stage is also possible, but a detailed structure should be thought through, taking into account all cultural characteristics. In any case, preparing an application for this process in advance is necessary. Here are some recommendations on how to do it:
These recommendations will prepare your product for adaptation and launch in a new market. Localization of mobile applications is a very responsible process. If you want everything to go well, prepare in advance.
Theoretically, the idea of localization is excellent. New markets are opened, more users download the application and make purchases, and the company receives income. However, in practice, there are many difficulties that prevent high-quality adaptation.
One of the difficulties is the involvement of a large number of specialists. If the product is massive, different specialists are usually hired. Poorly organized communication between them leads to translation asynchrony. The names of the same terms may differ, and inaccuracies appear.
Developers also have some difficulties while working. In particular, if there are phrases in the graphic, their length may vary depending on the selected language. Problems with the layout and placement of components begin. Sometimes you have to redo the design to keep the meaning completely.
Without a coordinator, it is almost impossible to perform a normal translation of mobile applications. The team must clearly understand their tasks, define a unified style, and choose the direction of program development in the new language space. If you solve this task, the process will go much faster.
Localization of the iOS or Android application is ordered from freelancers or professional companies. Many recommend turning to translation agencies, but in most cases, you need a team of digital specialists, not translators, who can functionally change the appearance of the program and adapt it to new markets.
The cost of services depends on a number of factors. First of all, the volume of information that needs to be localized. In addition, the following criteria affect:
Another factor that can significantly affect the cost is the language pair. Finding a translator who adapts the application in English, German, and even Chinese is not a problem. But if you want to enter the Indonesian, Arab, or more narrowly focused, for example, the Estonian market, then there will be difficulties here. More precisely, an interpreter will be found. But the cost of his services will be much higher.
You can save the budget and work with freelancers. However, the localization of mobile applications cannot be neglected. Remember that a cheap price can mean a lack of experience and skills. You may be lucky and come across a good specialist. But you may spend money and not get a quality product.
It is impossible to determine the exact cost of localization; it is influenced by many factors. The translation itself costs about $0.06 per word. The price can reach $0.10 per word if the language pair is complex. You can roughly understand how much mobile application translation will cost.
Do not forget to take into account graphic adaptation, changes in functionality, and other criteria. If you want to enter the foreign market, hire professionals. Let's break into new markets with your digital product.
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