Take Advantage of the True Value of Localization Services

Launch New Products Successfully with Effective Localization Services

Product localization services are often misunderstood by CEOs as entailing nothing more than straight translation of a product’s text and manuals into the new language. While effective localization does include this, getting a product ready to be profitable in a new market requires many other types of expertise and an intricate project cycle.

In general, localization services should include several different strategies, and the amount of time it takes to localize a product and get it to market varies depending on the product, its preparation to be localized, and the producer’s ability to contribute and manage the process. If the product has been internationalized, localization will be easier. Effective localization services should include translating all language components of a product, including manuals using expert translators that understand niche technological terms and cultural nuances.

They should also include editing and “translating” the product itself, for example modifying color themes or icons that may have undesirable cultural significance. They should further help the producer to understand laws and taxes in the new market, as well as help to develop marketing strategies for the product. All these services stem from an ability to apply an intimate knowledge of the new market to the modification of the product.

Take, for example, a robust training suite marketed to international hospitality providers that would help prepare employees. The product would need to include audio and video components, be delivered through a computer and perhaps an internet portal that would require the students to interact with a website and with software, have a written portion for drills, and require some hours from a trainer. The courseware localization project to get this ready for new markets would necessitate audio and video localization, print localization, software UI localization, website localization, and appropriate training for the trainer.

Thus, the localization services include a variety of technological expertise, all related to the new market. The final thing that a successful localization services provider should do is coordinate with the producer and utilize the company’s core competencies and managerial processes to make sure the product maintains the characteristics that make it valuable and profitable. Successful product localization is a complex process that requires a professional firm. Please contact us for more information; we are available by phone at 425.284.7800, or email us at adainfo@adaquest.com.