Seattle is a hub for transportation and many airlines are seeing rapid growth rates. Delta, for example, has tripled its revenue in the past three years. They’ve also reported significant global expansion within Europe and China. This rapid growth of travel and global expansion has fueled a need to connect to a diverse customer base. From a company’s website, on-plane brochures/pamphlets, magazines and brand advertising, the content needs to be able to resonate with the culture of the customer’s geographic location.
Companies that wish to operate on an international scale are lured by the prospect of global consumerism and potential growth in other countries. It is tempting to see the statistics of growth in other countries and want to expand into those territories. Commerce Secretary Penny Pritzker has said that 95% of the world’s consumers now live outside the United States.
This ever so common decision, however, is often rushed without a thorough understanding of that culture’s consumer connection.
You’ve worked hard to build a successful tech startup with an app that is ready expand across borders. Now you are faced with the next big decision – how will you handle the localization of your app and your marketing content for a global audience?
If your tech startup has had great success domestically, you may be eyeing international markets as the next step in your growth process. However, when you contemplate reaching a global audience with your product, there are some factors you must consider to make going global truly advantageous.
Factor Number One: Timing
Before embarking on any business expansion, the first thing you must do is carefully examine your current situation and your desired situation. For instance, if your domestic operations leave significant room for improvement, you may want to consider getting your business processes in order at home before going global.
If, on the other hand, your domestic revenues are in line with your expectations and your business processes are streamlined and efficient, it may be a good time to consider international expansion.
Traveling to exotic lands, tasting authentic cuisine from other parts of the world, viewing how other cultures live; all a brief representation of what tourism represents and what tourists say they want to experience when traveling abroad. The interesting contradiction however, is that tourists want to experience the local culture while retaining westernized amenities. Glocalization represents a blend of globalization and localization and tourist towns that have blossomed discovered this bridge is key to success. A tourist seeks the exotics in India but travels on tour buses with others like themselves and stay in five-star hotels that offer, internet, buffet, bottled water, pool, spa etc.
International tourism has become one of the most significant beneficiaries and vehicles of globalization in the last few decades. Presentation, perception and interpretation of local cultures is an intrinsic part of international tourism and provides a direct link between western and non-western cultures. While some may argue that globalization destroys the inherent culture localization aims to protect; the two when combined are creating an opportunity for tourism to transform local culture into cultural capital while retaining cultural heritage.
It’s second nature for us to proclaim the benefits of localization, but is there ever a downside to going global? Software localization services are a net benefit for enterprises, but they can also have drawbacks which are seldom discussed. A recent article by the Common Sense Advisory found that while localization makes software attractive to foreign buyers, it also opens up the possibility of foreign piracy.
The CEO of tinyBuild recently provided country-specific figures for the game Punch Club, revealing initial piracy rates of 97% for Brazil. In other markets, more Germans bought the game than pirated it, with the highest buy rate of any country. The next best countries were the US (23%) and France (17%), but less than 4% in Russia, China, Turkey, Ukraine, Romania, and Poland bought the game.
When you make the decision to expand your company's reach to a global audience, there are a number of things which must be done to facilitate that process. One of the key elements of going global is providing content in the languages and dialects of your target audience and this is done through website localization.
To expand your reach globally, you must optimize your website for localization.
This process involves more than simply translating your content. For optimal results, your website must be localized. Simply put, localization involves both, translation and adaptation of content for foreign markets. Localization provides a user experience that feels native to your audience, wherever that audience may be.
An infographic overview of some of the concepts, processes and terminology used in the language and translation services industry.