Apps are transforming the world of communication. What was once the domain of the laptop has now become the domain of the iPad or Android tablet or smartphone. Apps are being developed every day, but not all of them succeed. The most profitable apps are those that break international boundaries and become used worldwide, but for that they must be localized effectively.
What is app localization?
App localization involves more than just translating the instructions for navigation and use of the app being developed. Apps are a combination of images, video, audio and textual qualities. Each of these has to be adjusted to suit the market for the app. What works in China may not work in India or the U.S., despite the huge potential size of the market. Even within these national boundaries are huge variations in language and culture. Good app localization depends on an awareness of these differences and making available versions of a particular app that are targeted at these linguistically and culturally different markets.
Tip #1 Select the target markets for your app
Of course, it wouldn’t be economic to develop your app to match every single language in the world, so the first step in any localization process is to identify the key markets that you wish to target and make these a priority for your app development budget. Like any business you will need to ensure you get maximum return for your investment. The app localization process does cost money if you are to do a good job with it and that does then have to be budgeted for.
Tip#2 Use a native speaker to help you localize the app
Whether you opt for a professional translator or not, you should certainly use a native speaker to translate each of the languages you select to use for the different versions of the app. The native speaker should preferably be someone with an intimate knowledge of the culture of the market you are targeting as well as the language. This will help avoid using offensive language, idioms or instructions and images that may offend as well as provide insight into what may make your app hit all the right buttons in terms of its attractiveness.
Tip#3 Check out what your competitors are doing and adjust your app to match
Unless your app is totally unique (in which case it will probably not be much longer!), you will face some competition. You need to prioritise checking out what they are doing and how they are doing it and adjusting your app localization to match and exceed what they are offering otherwise your app could fall by the wayside. There are a number of software applications that allow you to compare keyword success with your competitors and provide a way for you to tweak your keywords and key phrases to give you an edge over your competitors in terms of rating performance.