There is a saying that “all politics are local.” The same can be said for content. To truly penetrate a market, your content has to be local. Some of the most well-known businesses have tried to enter the Indian market and stumbled because they failed to appreciate that fact. This article assesses how global companies can adapt their content mix to thrive in one of the most exciting emerging economies.
When you first dream of launching an app globally, the excitement of sharing your product with the world can sometimes blind you to the intricacies involved in the process. Regardless of how rose-colored your glasses are, however, taking an app global presents unique challenges which must be addressed.
Why App Localization is NeededIf you are a regular reader of this blog, you have seen many posts about what localization is and why it matters. For a brief refresher, you can check out the Dynamic Language "Guide to Written Language Services Infographic" or take a look at the article "Taking Your App Global - What Could Go Wrong?"
The goal of localization is to enable a user who speaks another language to have the same user experience as a user who speaks the language in which the app was first developed. Rather than a word for word translation, the aim of localization is to provide a comparable user experience to a linguistically and culturally diverse target audience.
U.S. universities are seeing a record influx of international students. According to the"2015 Open Doors Report on International Educational Exchange", the number of international students at U.S. colleges and universities had the highest rate of growth in 35 years, increasing by ten percent to a record high of 974,926 students in the 2014-2015 academic year.
Enrollment of international students hit a record high in
the 2014-2015 academic year.
With almost one million international students enrolled at institutions of higher learning, is your university doing everything possible to attract international students? Do your recruiting efforts include a strong emphasis on providing multilingual and multicultural support for international students and their families?
Many colleges want to attract international students from various countries.
According to the Institute of International Education, 975,000 international students are enrolled in colleges throughout the United States. The nation sending the most international students to the U.S. is China, followed closely by India and South Korea. Some popular subjects for international students to study often include business, engineering, mathematics, and education, among other areas of study.
Colleges and universities work hard to attract international students to their schools, but many prospective students and their families aren't proficient in English. Are colleges doing enough to ensure these students and their parents can understand their marketing content, plus the potentially complex paperwork related to the college enrollment experience? In part, it depends on how motivated the schools are to communicate with these potential students in their native language in addition to English, beginning early in the recruitment process.
Fall makes people in the U.S. think of falling leaves and cooler weather.
In the U.S., fall is associated with brightly colored leaves, cooler weather, and harvest time. In other parts of the world, weather for these months may be hot (tropical locations), springlike (eastern hemisphere), or similarly cool.
Various holidays take place in different parts of the world as well. Learning about these holidays can help people understand other cultures and belief systems.
Autumn Equinox - September 23 - Around the World
The equinoxes take place six months apart and mark the time when day and night are of equal lengths. In some places around the world, the Autumnal Equinox is celebrated as a pagan harvest festival, but most places it is just recognized as the time when seasons change officially from summer to fall or autumn.
Many countries around the globe have distinctive back to school traditions.
Around the world, kids in many different countries have one thing in common: getting ready to go back to school. In the U.S., students have traditions like going shopping for new clothes or uniforms, school supplies and backpacks. Some families go on one last vacation before school begins, while others just transition from a summer of day camps or day care into the new school year.
It seems like translating product packaging for export to a different country would be a fairly straightforward process. There might be issues of branding to contend with, but once you’ve got that figured out, the rest is just words on a page (or package), right? Not quite. There are a number of compliance issues you need to be aware of depending on what country you are exporting to, and your type of product. These special regulations are often overlooked by retailers, and can result in a lot of extra fees and costs if not followed properly. Here are a few special translation requirements to be aware of:
Special Requirements for Countries
Different countries have different requirements for labeling and translation, including a few you might not expect. Canada, for instance, requires certain information to be listed in both English and French. And if you’re selling your products in Quebec, the regulations are even stricter for bilingual labeling.
Mexico requires all labels on all packaging to be provided in Spanish. This isn’t too surprising, but it’s something your company may accidentally overlook when exporting across the border. And another often overlooked requirement: all labels and packaging in both Mexico and Canada must use the Metric system in their measurements. Do you export a product whose weight is listed in pounds and ounces? Be sure to translate it to grams and kilograms before sending it across either border.
If you’re selling food, it’s very important to properly label all ingredients, nutritional information, etc. What does that entail? Well, it depends on what market you’re selling in. At the end of last year, the European Union enacted strict legislation regarding how food is labeled. This means that when exporting food products to be sold in Europe, you need to make sure they comply with those regulations. It also means that all of these new labels need to be properly translated.
Nutritional Information Requirements
Previously, providing specific nutritional values for foods was completely voluntary in Europe. Some companies added it for customer convenience, whereas others simply labeled foods as healthy or unhealthy, using the symbol of red and green traffic lights. And plenty of food products had no nutritional labels at all.
However, as of December 2014, the EU requires that a variety of nutritional facts, including fat and salt content, carbohydrates, and more, be displayed on all pre-packaged foods in order to keep consumers better informed and combat rising obesity levels.
Volume and Timeliness
In the retail industry, there’s a large amount of material that must be translated. Consider the variety of content your company publishes: product packaging, catalogs, coupons, emails, and blogs. Plus, if you have brick and mortar stores, there are signs, employee training materials, POS materials, and much more.
In addition, there is a very quick turnaround time. Catalogs and coupons are time-sensitive, and must be fully translated and ready to distribute in time for customers to take advantage of them. Blogs and emails may be released weekly, or even more frequently. Even product packaging and label translation is usually the last step before going to print, and by then, time is of the essence! All of these materials must be translated quickly and accurately, not only for your customers to understand, but so they will ultimately want to buy your products.