The decision to localize apps can be difficult for many companies, especially for resource-challenged startups or microbusinesses. When you compare the cost of localizing an app versus potential revenue, however, you may find that the choice is clear. In most countries, sales of native language apps far outpace non-localized choices. The type of app does matter somewhat, as does the target release location. Fortunately, localization for iOS and Android apps is simple, straightforward and cost-effective.
The App Localization Process
For those applications that work on Apple’s iOS platform, localization is fairly quick and simple. Essentially, you need to collect all the user-facing texts in the app and place them in resource files. Next, you send these resource files to a professional translation and localization service. Once translation is complete, the translated resource files are recompiled into the app. The application’s Xcode is then updated with the two-letter language code for all languages in which the app is available. All iPhone and iPad devices are already multilingual, so once your app is available in multiple languages, the devices know which version to render based on the user’s language settings. Localization for the Android platform involves a slightly different set of steps, but the process is also relatively easy to accomplish.
Does the Type of App Matter?
Experts are torn on this issue, but the statistics provide some clean answers. Overseas users largely prefer games and commerce apps in their native language. Utility and business-related applications are somewhat better tolerated in English. Nevertheless, the statistics are persuasive. Analytics company Distomo published a survey that showed localized apps were downloaded 128 percent often more than those that were not. Within the first week of launching a localized app, companies in the study increased application revenues by 26 percent in each country for which they had localized.
Consider Target Markets Preferences
The statistics also show that you should consider the market when deciding to localize applications. In China, for example, almost 60 percent of apps purchased are native Chinese language apps with Chinese names. The stats are very similar for Korea, Japan and Taiwan. In the European nations, the percentage of native language apps is much smaller, approaching 5 percent in Switzerland. It may be optional, therefore, to localize for Europe, but less of an option for Eastern markets and Asia. The one European exception, however, is France, whose native language app purchases were as high as Korea’s.
If your objective is to position your app for the largest possible audience, localization is the most effective way to achieve your goal. Verbatim Solutions provides professional translation and localization services for every business need. Their revolutionary Verbingo™ translation management system makes the process even more effective, especially if you plan to localize apps across multiple platforms.
