Posted by Sophia Barnhart
Going global seems to be the ultimate goal shared by nearly all brands, meaning the importance of localization is all the more relevant
With the year already half over, 2015 has yielded a fruitful season for us at Lionbridge. In our 2015 State of the Web Localization Report, we deduced insights regarding to what extent brands are transforming their websites to connect with global customers. The needs for global website localization and translation continue to surface, and Lionbridge never fails to adapt and grow as to service those needs. The year continues to promise, and as we continue through 2015 we have forecasted several trends that will become more and more prevalent in the translation and localization industry.
In a recent study by Common Sense Advisory, it was found that only 15% of clients continue working with a single language service provider for their translation and localization services. By single sourcing, however, a company can save both time and money in the long run. While it may be tempting to compare multiple vendors when approaching each translation project, maintaining a partnership with a single vendor fosters a relationship based on trust, quality, and efficiency. Single-sourcing minimizes time spent searching for a new partner for each project, and companies can feel reassured that their needs are being met by a primary LSP that will handle large and complex orders properly. Singled-sourced LSPs partner with well-experienced buyers of language services to guarantee complete and timely results whenever the need arises.
In our Definitive Guide to Website Localization, we at Lionbridge found that 55% of organizations who localize target five or fewer languages, while 44% translate into 11 or more. That being said, the translation industry has emphasized that when localizing, it’s important to remember that multilingual countries mean multiple locales. As a result, you and your company must ask yourselves: Just how many languages are spoken in your target-market countries? For example, when targeting Canada it’s often necessary to localize into Canadian French and English. In addition, domestic markets can be home to a myriad of languages; in the US, for example, it’s impossible to ignore the importance and potential of Spanish-speaking markets.
In our guide, John Yunker reiterates,
Over the past decade, the average number of languages supported by the leading global brands has more than doubled to nearly 30 languages today. Note that this number reflects only those leading global websites—which means the vast majority of corporate websites still support fewer than 10 languages.
Many companies will find the need to ramp up the number of languages in which to translate their websites and documents in the months and years ahead.
Translations for technology are on the rise, and mobile applications seem to be the medium to watch right now. The growth of mobile apps is uncontestable; Forbes predicts that the number of mobile app downloads could reach nearly 2.7 billion by 2017. The presentation of content in multiple languages in these apps is critical for the developers to capitalize on global markets and their respective locales. Easier and more intuitive self-service apps have yielded greater profitability for companies after localizing. Catering to the major App Store markets taps into one of the biggest and fastest growing global audiences in the digital world. Without localizing their apps, companies will be isolating a great potential from their target market and suffer losses.
With all this in mind, we at Lionbridge hope that you can move forward with meeting your localization needs with greater ease. Capitalizing on current trends is important to stay relevant to your target market, and localizing is most essential when looking to expand your brand. Should you find that your translation and localization questions remain unanswered, please consult us so that we can best ensure that your company is utilizing the tools necessary to succeed in its globalization strategy. For more information, visit us at https://ondemand.lionbridge.com/.