Localization is more than just translating a product into another language; it involves marketing the product to the target audience and integrating it into their language and culture. Successful localization requires attention to factors such as age range, language, subculture, and technical specifications. An expert team is necessary to implement a successful localization strategy.
Localization is the term used when a product is introduced in another country. It’s not just about translating instructions and text on the package into the language of the intended country; it is a way of marketing the product to the country’s target audience. Localization integrates the product into the language and culture of the intended country.
If localization has been successfully implemented, a Swiss or French buyer will have a product that they will perceive to have been developed and produced in their own country. The product may have been sourced and exported from America, but the foreign buyer will assume that it is a product of their own country. Localization is a tool that helps in selling the product.
A product must be highly attuned to the expectations of the target audience and those who influence that audience. To be successful, localization must pay special attention to the age range, language and subculture of the audience, and the nature of the product itself. There are several factors to consider for a successful localization.
One of the most important people to consider in the localization process is the linguist. This person must be a current native speaker of the intended country and a regional expert in that country. He or she should be aware of language idiosyncrasies and cultural differences that can affect the localization process. For example, does the intended country have a language-specific mood? Are there prohibited subjects related to sex and violence that may come into play when marketing computer games? The linguist must be aware of all these factors and know how to deal with them accordingly.
A specialized product manager is also essential. He or she needs to know the product and industry inside out. This person should have an expert opinion on what will work in terms of localizing the product in a specific country and how best to use the company’s resources to achieve this.
There should also be experts on hand to advise on differences in technical specifications from country to country. Key controls, passwords, and so on for a computer game must be located in the country for which they are intended. Also, don’t forget that the European system of electricity outlets is different from the American system.
Location cannot be left to chance. Only an expert team bank can implement a successful localization strategy. You can change hundreds of things about the product, but there might still be one simple thing you forgot. Delays and errors are not just financially expensive; they could ruin a company’s reputation.
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