With website translation, there is no such thing as translations that are too high in quality — really, this could be said about any kind of translation. The point is to provide the best possible user experience for the target demographic; investing in translation management software with context-based translation tools and memory yields the best chance of completing text translation on time and within budget.
One absolute must of entering new markets is avoiding messaging that might be offensive in a particular cultural context. After website translation, the remaining localization involves making sure all the other non-text elements are culturally appropriate for the new market. It’s also important to consider the navigation, graphics, audio, and site architecture. Website connection speeds also vary locally, so the size of files and images and their impact on load speed should be considered. The most important thing to keep in mind during website localization is making sure that site visitors can use and interact with the website in a way that is natural and meaningful to them.
On the mobile side, apps have moved well beyond “fad” stage. Mobile app stores are global; a business app should be as well. Consider this: The number of mobile app subscribers equals approximately 95.5 percent of the global population (7 billion). More than half of those are located in Asia Pacific. And the number of subscribers in Africa and the Middle East will surpass those in Europe by 2016; these are all emerging markets that international businesses across the globe are keeping a keen eye on. Once again, translation management systems simplify the integration of app localization directly into the development process. That means businesses can maintain focus on rapid creation and delivery of the best UX/UI features.
An untapped market won’t always be a smart one to expand to depending on the brand, but the good news is, if you plan properly, execute effectively, and cast a wide enough net while leveraging your content, there are plenty of benefits to penetrating new markets around the world that can be realized and built upon. And by localizing your content — indeed, not just websites and apps, but on to software, social media, emails, marketing materials, and more — you’ll greatly increase the rate with which these new markets hear your message and respond.