If you are planning a new Technology Platform, don’t neglect the sheer importance of localization Support!
Because it (localization support) has become one of the important driving factors for any technology product or services.
That may be your newly launched Gadget, or an Online Media or an interesting Mobile App for masses. Whatever it is but if it lacks this localization support then it will be really tough to penetrate in the market.
Now the ultimate question is why is it so important? & before that what actually localization Support means?
So before going to the importance, let’s find out what the heck is this Localizationtion support? From technology product’s or service’s perspective, how is this so impactful?
Any service is Localised for a particular location means the service is engineered by keeping a particular culture of a region in mind.
Location/ region wise lots of things varies like Language, Time-Zone, Culture, Currency, Festivals, Calendar, Lifestyle, Color sensitivities, Food Habits & others.
So definitely if you are launching an Online Media or a Technology Platform for masses and if it doesn’t have any localization support then how do you think it will appeal the masses across the geographies/ demographics?
Because culture can make a big difference/ gap and to bridge that gap this support can be a great medium.
That’s why you will notice that whether it’s a TV/ Radio channel or Online Medium or App whatever it is if the consumers/ viewers experience is not localised then they will never be attracted.
Another significant term we can associate with localization is personalization in a broader way.
Obviously, if your App’s experience is same from California to Calcutta without any personalization, then how do you think it will appeal the people of the different region?
So now I hope you got a bit taste of “What localization is?”, now let’s go to the second topic, why is it so important?
Why as an Entrepreneur if you are planning to launch a product or service in Technology space why you should give it a great importance?
Here are the reasons, have a look.
#1. A matter of Native Touch
Suppose you are going to launch a Mobile App for the market and your target is global audiences. So based on that after creating the product you have started marketing & branding.
But in between all these, you have totally forgotten to make your App localised. Maybe due to mistake or will do it later kind of mindset but you have missed it.
Then I must say you have already missed the train. Because you have to keep this thing in mind from the very initial stage of your product development, based on the nature of your solution.
The localization Support gives a feeling of personalization or a personal touch kind of stuff in broader perspective.
Let’s say you are using a News App, now if you found that the app gives you an option to consume news in your native language and if they also provide localised version around you then how will you feel?
Exactly audience base can span from Dallas to Dimapur, but based on that if you can provide Localised support from different aspect then your application’s appeal will be massive.
#2. People feel more connected with it
When anybody is using a Smartphone or any particular App or Website or e-commerce Portal or any other Technology/ Web-based services, how you can give them a feeling of more connected?
A user can only feel connected when he/ she gets localised/ native touch in it. How?
Let’s say you have purchased a smartphone recently. The phone is great from most of the aspects but it severely lacks the support of localization and regional language, then how will you feel?
Maybe you don’t have any language barrier but think about masses.
All will be not like you, so thinking of that if the company introduces excellent multilingual support for its latest version then automatically people will be more attracted.
If Bengalis can use it in their own language or an Assamese in their own, just like that across the geographical & demographical boundaries people will feel more connected with it.
#3. It also helps in Market Penetration
In this diverse demographical ecosystem, the only way to penetrate the mass market is through segmenting your audiences & based on that give them localised content/ environment.
Let’s say you have developed a City Based Racing Game, where the gamer will get a chance of racing in different cities in a country.
Now tell me one thing as an Indian gamer which locations will be closer to your heart or in which locations you will feel really connected?
Not Barcelona or Rio right, it has to be our neighbour cities like Mumbai, Kolkata, etc. Because you know this country, the cities, the cultures and all.
So with this native ambience, we will be able to relate ourselves through the game. It’s also how people feel more connected to a certain App or Game.
So give your customers that feel then penetration in any market across the globe will be a matter of fact. So. try it!
#4. For Brand outReach also it’s a great way
Yes engaging audience, feel them connected, penetrating in the different market all are elements of your brand outReach.
If you can’t touch the inner self of your audiences then how do you think they will accept your solution; & when acceptability is in question, brand creation is miles ahead;
So focus on giving localization Support in an effective manner. Through this ultimately you will create such a brand which will create a buzz among people.
Because when they will love it and be able to connect with it then naturally they will tell it to others & for brand creation there is no other alternative of a word of mouth publicity.
So, as an Entrepreneur/ Technology Maker keep these points in mind and try to connect the users with your solution.