Today, businesses are expanding their portfolio like never before. The availability of mobile devices, collaboration tools, and a more inclusive workspace has them working from all around the globe. They have begun to customize the business based on customer needs. Even investors find companies, who have a global market base, attractive.

When you have a business that is geographically diverse, it is important you focus on localization of your mobile applications. Localization, in simple terms, is the process of developing content to a specific target market or location. For example, if your business caters to customers in Japan, it is far more lucrative to develop your mobile application in Japanese rather than English. Your customers will easily adapt to the application because it is made for them.

Why you need mobile localization?

The notion that everyone knows or will eventually learn English is quite silly. A truly diverse business understands its niche markets and targets customers accordingly. To understand it better, here are five reasons why you need mobile localization.

1. Global reach –
It may be surprising, but a majority of the world does not speak English. Even among those who understand and speak the language, there may be people who do so with difficulty. Thus, your market size has reduced drastically. Localization can help you narrow the communication gap between the business and your target market. This way, you can reach customers all across the globe.

2. Happy customers –
Nothing gives your business a boost than great customer service. Customers value businesses that value them. When you customize and deliver content they like, it increases their trust in your business. Mobile localization will show your customers that you respect their decisions and are willing to go the extra mile. Happy customers equal great business.

3. Better marketing –
A single marketing campaign cannot encompass the linguistic and cultural differences of all your customers. Phrases and words in one language can mean something else in another. For example, when Fiat decided to name its latest model Uno in the 1980s, it was thinking of the Spanish meaning for ‘Number One’ not the Finnish word for ‘idiot’. It’s safe to say that the Finnish were not impressed. Localization is useful in SEO as keywords will be chosen based on geographic location. Your marketing campaign will have a stronger foundation and lead to more conversions.

4. Reduce costs –
Localization should be undertaken alongside development, not after. This will save you time and money. Having to develop the application all over again because you just thought of your Japanese, French, or German customers can be tedious and time-consuming. Setting aside a small portion of your application development costs for localization is profitable in the long run.

5. Return on investment –
Your investors will be pleased if you show them a positive revenue growth. The growth indicates your business is on the right track, providing them the desired profit. Localization leads to an increase in application download volume because customers are able to use it in a language with which they are comfortable. More downloads mean more revenue and more revenue means more investment. It’s a win-win for all.

Localization is not the same as translation. Translation is merely a linguistic tool and a subset of localization. Localization breaks cultural barriers and speaks to people in their language.

With an increase in the use of mobile devices and internet users, there is a growing need for localized mobile applications. Markets such as Japan, China, India, South Korea, Africa, Europe, and Latin America have a predominantly non-English user base. With localization, you can tap these markets and enjoy global presence as a brand that listens to its customers.

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