There’s a (translation) app for that—but is it going to deliver everything it promises? In the digital era, it might seem like everything you need is at your fingertips. Sometimes it is, but you need to make sure your app is localized to reach any and every potential market. Apps can be a lifesaver, but they’re pretty useless to your audience if they’re not available in the necessary language. You and your customers need more than a translation app: You need apps that are localized for in-demand languages.
Here’s an increasingly common conundrum for app developers: Localize your app to offer it in multiple languages or let your customers scramble for translation apps that may or may not be high quality. You’ve already created a stunning app, and you want to make sure it’s just as flawless no matter what the language. This means user-friendly interfaces, affordable pricing and localization translation that’s spot-on thanks to certified translators.
Still think your customers should (or would!) “wing it” by using both your single-language app and a translation app? Think again, because here are some of the biggest issues with third party translation apps:
1. Apps that promise the world
If an app promises that it can translate Toni Morrison to Romanian in 1.5 seconds, it’s going to fail miserably. It’s extremely difficult to accurately, effectively and quickly translate any complex and lengthy document—which is why your app itself should be localized to reflect the actual culture and context of the language being translated. There will be major errors with many translation apps. Translation apps are an accoutrement of bigger translation services and should only be used in a pinch.
2. They’re backed by a non-translator
The good news these days is that anyone can make an app. That’s also the bad news. If you’re delving into multiple languages, all apps should be created with a certified translator or translation company. Just because an app looks impressive and guarantees the world, that doesn’t mean it wasn’t whipped up by a bored 16-year-old with two years of high school Spanish. Count on a reputable translation company to ensure developers are creating localized apps instead.
3. It costs as much as a flight to Tibet
You don’t need to spend a lot for localizing an app’s language, but remember that to some extent you do get what you pay for. Is localizing your app across all operating systems going to cost more than that $0.99 translation app your customers might be tempted to otherwise use? Of course, but the experience and your company’s professionalism is well worth it and you’ll win the long race.
This doesn’t mean you should steer away from translation apps. They can be immensely helpful if you’re desperately looking for a bathroom in rural Mexico. However, as a business that’s serious about doing global business, translation apps shouldn’t be dictating what your apps are saying. With localization guiding your developers in the right direction, you’ll seamlessly integrate into new markets.
