A new business buzz word has emerged: localization. Sometimes known as the neumeronym “L10N,” localization described the process of adapting a product or service for presentation in a different market. Although the term typically refers to doing business in another country, its actual definition is much more broad and robust than that. Today, it’s not enough to simply translate content into another language. Depending on a company’s resources and objectives, localization is achieved using one of three identified models. In the future, most businesses will experience a need for localization, based on the growing global nature of enterprise today.
A New Brand of Translation
The overarching objective of localization is to present a product or service in such a way that potential customers in the target market perceive it as having been created for them. In the past, a company seeking to do business overseas transplanted their business model, fully intact, seeking only basic translation services at most. Localization not only uses the language of the region, it also observes indigenous consumer behaviors, local currency, appropriate formatting and governmental compliance. Most important for true localization however is the observance of cultural sensitivities and context. This approach requires specialized knowledge that greatly exceeds the scope of language.
Localization Models
When a business entity seeks to localize its products or services, it has three choices in doing so. In the first model, the enterprise manages all aspects of the process in-house, hiring an entire team of specialists. In addition to language translators, this may involve software developers and engineers, marketing specialists, typologists, content experts and more, depending on the project. This model is costly, time consuming and carries the highest risk. In the outsourcing model, the enterprise looks to independent third-party consultants and subject matter experts. Finally, the hybrid model combines the in-house and outsourcing models, allowing the company to use the experts when needed but to also handle small portions of the process themselves whenever it’s appropriate.
Why Localization May be Critical for Your Business
If you think localization isn’t important for your business, you may want to keep your options open. The U.S. Office of Trade reports that 95 percent of consumers live outside the U.S., representing 75 percent of the world’s purchasing power. Even if you have no formalized plans to market overseas today, consider that possibility in the development of your product design, packaging, documentation and content.
Verbatim Solutions understands that every industry and every company is unique. An expert in global translation and localization services, Verbatim Solutions can help you reach new markets quickly and successfully. Effective localization can open up a world of new opportunities for your business.
