Category: Blog

Enter African Market

How to translate brand tone of voice authentically, to a new market?

Developing a brand’s tone-of-voice for a new market can turn out to be one of the most challenging projects to take on. Right? marketing and branding folks?

After all, you are attempting to give a “personality” to your offering, in what is a unique culture than the one you are used to.

The hope is that this “personality” aligns with the values and beliefs of a target audience that you wish to connect with.

But things can go very wrong…

Offensive language, and cultural inaccuracies can kill a brand’s reputation long before take of.

If you have been tasked with translating a brand’s tone-of-voice to a new market, then this article is for you.

Keep reading below to learn how not alienating your audience, conducting thorough market research, and staying flexible in your approach — can make translating brand tone-of-voice to a new market, a seamless experience.

Let’s jump in…

The challenge of adapting to new markets…

…Is that the worlds a big and complicated place; people from different cultures often have different expectations for how brands should communicate with them.

For one, a brand for whom individualistic self-expression are key aspects of their brand voice, may be perceived as selfish in say, a more collectivist culture.

Or, a confident and outgoing brand voice, when translated to a more reserved environment, can come across as arrogant.

Such nuances are important, as they ultimately impact your localisation efforts.

Honda understood this nuance perfectly

For individualistic western countries, Honda UK talks about freedom of the road and the thrill of adventures awaiting those who purchase their motorbikes. Whereas Honda Thailand’s website speaks more to helmet safety and how the brand encourages community support.

The balancing act here is clear: adjust your tone of voice for your brand to be well received. Whilst also thinking through solutions of how to demonstrate to your audience that your brand aligns with their core values and beliefs.

Do not to alienate your audience

In any way attempting to bring your brand personality to life in a new market.

This defeats the entire purpose of entering a new market. Which is to gain new customers for your product and services.

You should definitely avoid:

  1. Using references people in a new market may not understand such as references to pop culture trends, references to tv shows they may not have seen etc.
  2. Anything that can be seen as offensive. Like making inappropriate jokes, sexist comments and generally being insensitive to local culture.
  3. Jargon filled words and content. People are busy everywhere, all the time, this includes folks in a new market; make it easy for them to accomplish a task on your website or app.

Conduct market research into dialects and languages

Brands can mistakenly think that just because their brands tone-of-voice is well received in their home countries, it can just be carried over to a new market without adaptation.

Big mistake.

Think of it this way, Japanese people speak Japanese, but, within the language there exist various dialects ( Kanto in Tokyo, Kansai Ben in Osaka etc.) which you should understand the nuances of; fail to do so, and you could create ineffective content for that market.

Stay flexible and adaptable

Time and resources are limited! And you will not always have enough time and money to optimise tone-of-voice for every market you’re eyeing.

A workaround solution?

Pick a tone-of-voice that’s most likely to work in a variety of markets. This is especially useful in markets that share a similar language, like English in the U.S, in England, and in Canada.

Something to be aware of, however… Similar language does not mean a similar culture.

In this case, you may want to consider transcreation; adapting one language to another while preserving its original tone, intent, and style.

Useful questions for adapting your tone-of-voice to a new market

  • How are they usually sold to by local brands? What puts them off?
  • Are they used to being addressed formally or informally in brand communications?
  • In what ways/s are the audience’s core values different from those of your home market?
  • What dialect, vocabulary and language do they use?

Afrolingo is a specialist, South African translation and interpretation firm that helps businesses adapt their marketing messages – to specific African cultures – to realize exponential business growth. Contact Us now!

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The Rise of Mobile Apps in Africa and the need of Translation!

The story of mobile apps in Africa is very interesting, with an exciting last chapter for the time being. For more than one year starting from the first half-year of 2020 to the first half-year of 2021, the African mobile application industry increased by about 40 percent in overall installs. The highest growth was in Nigeria, with a 43% raise, then comes South Africa with a 37% rise, while Kenya’s mobile app market increased by 29%.

Good news that harmonizes with the global trend where, due to the effect of COVID-19, consumer spending in the area of mobile applications reached USD 64.9 billion in the first half of this year.

So, what about South Africa?

Is South Africa the Land of Gold or Mobile Apps?!

South Africa now has one of the most vigorous economies across Africa.  But it’s no longer the land of platinum and gold only. With a population exceeding sixty million people, the country has one of the highest rates of smartphone penetration in the African continent.

So, what proves that South Africa is increasingly one of the most important players in Africa’s mobile application market? Let’s start with the numbers one by one.

Number of Apps from South African Publishers

The figures are exciting, with over 4,224 applications from publishers in South Africa on Google Play out of the 2,831,722 applications in the world’s #1 digital distribution service. So, we can say that about 1 percent of all Google Play apps are from South African publishers.

Then, lets’ sort out the crowd of South African apps. When it comes to the number of downloads, South African publishers’ apps have 47.13k downloads on average.

The Top 10 Highest-Ranked Applications in South Africa?

These are the top publishers from South Africa who accumulated the most app downloads?

  1. MultiChoice Support Services (Pty) Ltd
  2. SuperSport Online
  3. Vodacom (Pty) Ltd.
  4. Capitec Bank
  5. iPlay Store
  6. MTN
  7. FNB
  8. News24
  9. 2go Interactive
  10. mindseed design

And finally, quality matters, doesn’t it?

Rating of Apps from South African Publishers

Overall, the rating of the 4,224 apps from South African publishers on Google Play is 3.10 on average out of 5 stars, which is below the average rating of all apps of 3.19 stars. Further, these apps have on average 321 ratings, which is higher than the average number of ratings of all apps ─ 1,106 ratings.

And now with these clear facts and figures demonstrating the great potential for the mobile apps market in Africa and particularly in South Africa, let’ move on to the question of mobile app translation. Is it feasible?

The Effect of Translation on Mobile App Penetration

Let’s face the facts. Whether in Africa or elsewhere, mobile phones are increasingly becoming part and parcel of everyone’s life, providing people with access to a wide variety of mobile apps in the palm of their hands. So, it’s logical to admit that mobile app developers who translate their apps into the native languages of their global audiences are the ones who will succeed and thrive in foreign markets.

But still, what are the benefits of translating mobile apps? Let’s dive deeper.

First – Reach new markets

It’s one of the facts of life that people like to handle apps that they can communicate with in their mother tongue. So, if you introduce your app in Japan, do it in Japanese, and when in Rome, translate it into Italian, and so on.

Second – Keywords Matter

When you translate metadata and keywords, you will ensure that your app’s visibility is boosted concerning the specific keyword phrase searches in app stores.

Third ─ Boosting App User Engagement

Translating the content of your mobile app results directly in more user engagement, with consumers recommending the app to other users, which ultimately boosts the success of your product in foreign markets.

So, now that mobile app translation is so vital, what then?

How Can AfroLingo Help?

Simply, AfroLingo can help because we have an impressive track record in delivering app translation services that empower mobile app developers to multiply users and downloads in overseas markets.

From expert human translators to professional project managers, advanced translation management systems (TMS), we have state-of-the-art tech tools, the technical expertise, and the hands-on experience that ensure the success of your mobile app in South Africa, across Africa, and all over the world.

For more info about our mobile app localization services, click here: https://afrolingo.co.za/services/mobile-localization-services/

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Why Are Healthcare Translation Services Vital in the Post-Covid-19 Era?

The current status of the healthcare sector in South Africa in the post-Covid-19 era is dynamic and promising. The country’s private sector provides medical services for a big part of the population, around 20%, and takes the responsibility for about half the total healthcare spending of South Africa.

It’s, therefore, evident that South Africa’s private healthcare sector is playing a great role in the country’s effort to provide quality healthcare to its 59-million citizens. Further, this fact certainly has its significance and its repercussions for Pretoria’s healthcare industry.

What Did Coronavirus Show About South Africa?

The country has seen tough days since Covid-19 attacked, but the lessons are crystal-clear. First, the needs of South Africa’s population far exceed the healthcare system’s capacity. Second, the South African healthcare industry needs more and more investments from local, regional and global players if the medical system is to satisfactorily cater to the requirements of both citizens and tourists.

Does South Africa’s Health System Need Translation Services?

So, are these Coronavirus revelations a blessing or a curse? Fact is, it’s a wonderful eye-opener. Further, it’s an opportunity for global-minded medical and healthcare businesses that aim to expand their footprint where it pays off!

Before the coronavirus outbreak started more than a year ago, and after it becomes part of the past in the near future, South Africa was and will always be a destination for medical tourists who seek medical treatment in the country’s hospitals and health resorts.

Due to the multilingual richness of the country and the diversity of languages spoken by the tourists who come from every nook and corner of the world, the country’s healthcare industry requires professional medical and translation services that will help all stakeholders in the sector ─ doctors, patients, and others ─ to connect and cross the language barriers.

And now that medical and healthcare translation is so vital to the entire healthcare industry in South Africa, it’s time to emphasize the need to partner only with professional agencies that have a solid background in the medical translation field. Specialization counts!

Yet, we still need to know how to differentiate amateurs from professionals. So what?

Why AfroLingo for Your Healthcare Translation?

At AfroLingo, we have an impressive track record of providing best-in-class healthcare translation solutions to a wide diversity of hospitals, rehabilitation centers, nursing facilities, clinics, pharmacies, urgent care facilities, private practices, and healthcare providers. So, what sets AfroLingo apart?

The answer is simple. First, we understand the overall scene of South Africa’s healthcare industry, including the country’s multiple regulations, laws, and rules. This helps AfroLingo to exceed the expectations of our clients.

Second, we’re fully aware of the multilingual landscape in South Africa, and our team comprises the best, highly qualified, professional translators and interpreters who have hands-on experience and solid subject matter expertise.

Third, as we understand the needs of the companies involved in the South African healthcare landscape, we don’t provide premium translation services only but we offer an integrated bouquet of solutions that cater to the requirements of our clients, including Website Translation & Localization, Desktop Publishing, and Interpretation.

 

Should your business require the translation of such content as health risk assessment forms, immunization records, patient forms, informed consent, physical examination reports, or any other medical documents, or in case you have any inquires on how we can help you with your healthcare translations, contact us today by clicking here: https://afrolingo.co.za/contact-us/

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Why Are Marketing Translation Services Vital to Your Digital Marketing Effort?

It’s becoming almost impossible for any company in any industry anywhere across the globe to do business without leveraging digital marketing in a way or another. So, what on earth is digital marketing?!

Digital marketing, in short, is a tool that businesses presently employ to boost their online presence. It uses various channels to reach current and future customers. Digital marketing comprises seven major categories: Social Media Marketing, Content Marketing, SEO (Search Engine Optimization), Paid Search Advertising (Pay-per-Click), Mobile Marketing, Email Marketing, and Marketing Analytics.

The picture will certainly become clear when we know that global digital advertising spending hit USD 378 billion last year, according to Statista.

So, why does digital marketing have such a big buzz?  What are the benefits, if any?

 

The Advantages of Digital Marketing

Nothing is feasible in the business world unless it leads to good results. So, whatever the buzz around digital marketing, it wouldn’t be deemed vital in the eyes of almost all businesses unless it had several advantages. So, let’s delve deeper into these benefits.

 

First – It’s a Reputation-Building Tool for Your Brand

You won’t be able to stick around in the online environment unless your brand has a good reputation. Haven’t you noticed how drastically the behavior of online users has changed over the past years? Does anyone purchase anything nowadays unless they search about the product and the business before buying? So, shouldn’t your company’s marketing strategy change in the same way? Shouldn’t you endeavor to develop a close rapport with your consumers as well as a strong reputation for your company?

Frankly, this is the only way to gain undecided prospects and drive them effectively to close deals. And here comes the role of Content Marketing to help your brand build a strong online image. According to Demand Metric, Content Marketing gives 3 times as many leads as traditional marketing tactics. It pays off!

Second – A Cost-effective Strategy in the Long Run 

Promoting a business using traditional channels, like TV or newspapers, is very expensive. That makes it harder for companies to get a good ROI from their traditional marketing efforts. Quite the reverse, businesses in almost all sectors are finding that the digital marketing approach is more cost-effective and helps them to achieve long-term results.

Third – An Approach with a Broader Reach

Traditional marketing has its restrictions and limits. In today’s globalized world, your business can’t expand its footprint outside local borders unless you leverage the tools of digital marketing, which makes it possible for you to scale your marketing and promotional activities to reach many more people in your local market and global markets too. This is, in all honesty, something beyond what a newspaper ad, or a TV commercial, can do!

Fourth – Continual Fine-tuning

Unlike traditional marketing, in the digital marketing space, you’ll find that tomorrow’s online campaigns are benefiting a lot from the feedback of those campaigns that are being conducted today or were carried out yesterday. In addition to saving a lot of time, effort, and money, digital marketing is a strategy that enables you to improve day by day.

Fifth – Measure and Tweak

One of the main advantages of digital marketing is that it makes it possible and easy for your business to monitor and measure the results of your marketing and promotional efforts regularly. Marketers collect and employ the customer behavior data ─ website visits, link clicks, etc. ─ and employ them to come up with more attractive ways to promote their brands. With digital marketing strategies, businesses usually learn a lot from their errors and always improve their tactics for better results.

A question, however, remains open. Are these digital marketing benefits enough to drive your brand down the road to ultimate success locally and globally?

The answer is an equivocal No. Fact is, to expand into overseas markets and target foreign audiences, you need to keep in mind that your potential customers in South Africa, for example, will only be happy if they read your content in such languages as Tswana, Afrikaans, Zulu, Xhosa, Tsonga, Swati, etc. Your prospects in Kenya, in contrast, would rather read your marketing materials in Bantu, Cushitic, and Nilotic/ Paranilotic.

So what? Here’s where Marketing Translation comes on the scene! Marketing translation services help you meet these challenges. But how and which road will you be taking?

 

Why AfroLingo’s Marketing Translation Services?

Only a professional translation agency will help you leverage marketing translation services to engage your global audiences. At AfroLingo, we have a solid, proven track record in providing our client enterprises with first-rate marketing translation services that help them penetrate and thrive in international markets.

We’ve extensive, hands-on experience in translating a wide variety of marketing materials, including Banners, Advertising Campaigns, Press releases, Website Content, Emails & Newsletters, Market Surveys, Catalogs, Social Media Posts, Brochures, Pamphlets, PCC Campaigns, and many more marketing documents.

We take enormous pride in our marketing translation services that finally deliver culturally adapted content that empowers your business to succeed and thrive on a global scale.

Rest assured that our expert linguists will be adapting all your marketing collateral to match your multilingual overseas audiences.

Furthermore, our corporate clients usually cite several reasons why they always choose AfroLingo, including fast delivery, competitive pricing, data security, and our world-class customer support.

 

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How Has Zoom Interpretation Transformed Videoconferencing?

Let’s admit it. Almost overnight, Zoom has become the world’s most well-known videoconferencing application. From Alaska, the westernmost point on land, to Caroline Island, the easternmost point on land, and from Antarctica, the southernmost point on Earth to the northernmost point on land, Kaffeklubben Island, it seems that almost everybody now knows about Zoom!

Due to the COVID-19 pandemic, Zoom has become the talk of the town, the city, and the world! Fathers, mothers, kids, princes, co-workers, neighbors, friends and foes ─ almost everyone has become a customer of Zoom, the videoconferencing software company, that was established just 8 years ago, and whose current mission is to “make video communications frictionless and secure”.

Not only helping people to communicate with friends and families, but Zoom also empowers companies all over the world to do business. Yet, we still need to look into the story of why almost all businesses ─ pinheads and sharks alike ─ are flocking to the eighth wonder of the business world?!

The Advantages of Zoom:

It’s no coincidence that Zoom is loved by people and companies alike. Perhaps due to its accessibility? Probably. Zoom can be used on almost all devices ─ from iPhone to laptop, iPad, PC, and all Android devices. It is the go-to app for almost anyone, anywhere! Or because, unlike most videoconferencing tools, it’s so easy to use? Maybe. You’ll launch your meeting with just a click on a Zoom link. Also, you can use it for free!

And don’t’ forget that Zoom also provides a simultaneous interpretation feature!

Zoom and Interpretation:

Frankly, interpretation on Zoom is a logical step. Let’ refer to some stats that show us how things have come to what they are now?

Let’s have a look at Zoom’s annual meeting minutes since the company was established in December 2013. The app had 200 million annual meeting minutes in 2013 versus more than 303 trillion annual meeting minutes today!

More stats? Zoom now has 467,100 business customers while Zoom’s mobile app was downloaded 485 million times last year. Good?

So, as we said, it was quite logical for Zoom to create an interpretation feature. According to a Gartner survey conducted on March 17, 2020, after the attack of COVID-19, Eighty-eight percent of businesses urged workforces to work remotely while 97 percent canceled all work-related travel. Companies have since then been largely relying on video conferencing for their meetings.

And it won’t hurt if we raise another important question. Did the Zoom interpretation feature do well?

Well, according to a poll conducted among a Turkish audience and published by LinkedIn, Zoom topped the list of favorite interpreting platforms ─ way ahead of competitors!

And, we still need to raise two questions. What on earth is the Zoom Interpretation feature and how to use this app for interpretation?

The answer, however, is so simple. To use Zoom Interpretation, you’ll need a special Zoom account (a business, education, or enterprise one) and an automatically generated meeting ID. Most importantly, you should have the most recent compatible Zoom desktop or app versions ─ a custom feature that must be set up by Zoom Support.

Interpreting Services @ AfroLingo:

AfroLingo is an expert language services company that keeps pace with all developments, updates, and trends in the translation, localization, and interpretation industry.

Rest assured that we’ve got the technical expertise to help you manage your business’s multilingual meetings by ensuring that everything is running smoothly with Zoom Interpretation. But this is not all! The key question is this: Why do businesses, small and large, always choose AfroLingo?

Our certified interpreters are highly qualified, well trained, and have full mastery of both the source and target languages. Also, each interpreter must have full command over the subject matter of the virtual meeting that he or she is involved in.

We are proud of the trust of our business clients in a broad spectrum of industries and niches ─ including Finance & Banking, Travel & Tourism, Healthcare & Medical, Training, Humanitarian & Non-Government Organizations, Legal, Entertainment, Software Development, Manufacturing, Event Organization and many more.

Also, we always tailor our interpreting service to fit each business’s unique needs. For example, for seminars, webinars, negotiations, court proceedings, business meetings, training, and tours, we deliver Consecutive Interpretation. Here, the linguist interprets what the speaker says after they have finished speaking.

As for big conferences, large-scale business meetings, and similar events, we provide Simultaneous Interpretation. Here, the interpreters sit in a booth, listen to the speaker via a headset, and then speak into a microphone. The voice is then transmitted wirelessly to the meeting participants via the headsets they’re wearing.

Lastly, when there’s a need for immediate communication between persons who might be in one or different locations, AfroLingo delivers Over-the-Phone Interpretation (OPI). With this type, interpretation is carried out by an interpreter over the phone.

Now, how can AfroLingo help you? If you’re looking for reliable interpreting services, contact us today for a free quote.

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How is Technology Transforming Localization and Why is it Vital?

Businesses always use the two services of translation and localization to cross their local borders and to reach out to foreign audiences. So, is this commonsensical?

“Big yes” is the equivocal answer. Companies are now living in a global marketplace. Whatever the type of business, provided it is smart and global-minded, it must be seeking access to selling its products to almost any people on the planet. And here comes the critical role of translation. So, what is the history of transition?

History of Translation

Since the dawn of history, people always spoke different languages in different areas of the world. Unsurprisingly, translation has bit by bit developed as a great way that enables humans to communicate with each other. However, translation has taken a long path to reach where it is today. Let’s dive deeper to know how translation has developed from antiquity to the present day.

1-Early beginnings
It all began in the Mesopotamian era, about the second millennium BC, with the translation of the famous epic Gilgamesh into Asian languages. Later, Roman poets translated ancient Greek texts. Afterward, Arab scholars translated the literary and philosophical works of the Greeks, after they had been conquered, and then these works were translated into Latin during the Medieval Ages.

2-Translation of Religious Texts
The Bible was actually the first important religious material to be translated from Hebrew into Greek.

3- Translation of Printed Material
The invention of the printing press by Johannes Gutenberg in 1440 dramatically changed the world. Translation was one of the areas which changed, with texts being more easily translated and published in any region’s local language.

4-Modern-day Translation
Now things are completely different ─ and better! Translators are using many tools that make their work much easier. They come from all countries and usually specialize in different fields. With this, we now know what is called legal translation, medical translation, technical translation, marketing translation, and so on.

5-Translation in the Age of The Internet:
It goes without saying that the internet has radically transformed everyone’s ability to access information from all over the world, whether they be literary texts, news, or business content. Translation is one of the areas which have been greatly affected by the online revolution. In our increasingly interconnected world, the Translation industry’s value hit USD 39.6 Billion in 2019 and is expected to reach USD 46.2 Billion by 2027.

Importantly, translation is being increasingly used in the realm of business for companies to communicate with their prospective and existing customers in their mother tongues in different regions across the world.

However, bit by bit, businesses have come to learn that translation by itself will by no means meet the challenges of communication or achieve the objective of selling products and services in overseas markets. Companies now understand that to reach out to customers across the borders, they have to understand the culture of each country and each audience they will be targeting. And here comes the magic service of localization ─ website localization, mobile app localization, software localization, among other services.

Given the above thrilling history of translation and localization, it’s time to look at what technology is doing to change the scene on the technical and professional levels.

Localization and High Tech
There’s no doubt that as technology is advancing, Localization is progressively taking the entire language services industry forward to new levels and new horizons. In this context, let’s dive deeper into how Localization with new Tech is helping the translation and localization industry to advance.

1-Career Boosting Matters!
As technology is increasingly being integrated into the localization industry, linguists find they have to acquire more and more skills in the areas of Machine Learning, Artificial Intelligence, and soft skills. No doubt this gives translators and other relevant jobs more opportunities to drive their career growth.

2-Quality is Boosted by Improved CAT Tools
CAT tools ─ Computer-Aided Tools ─ are now integrated with Machine Learning ML and Artificial Intelligence AI in a new technology trio that is considerably boosting the translation quality.

3-Improved Security
As Single Sign-On SSO and role-based authorization are currently being integrated into cloud services, security is also remarkably improved. At the end of the day, these tools result in further guaranteeing the confidentiality of the customer’s data by preventing unauthorized persons from accessing the translated content.

After all is said and done, we still need to raise an important, albeit simple, question: What should your localization services partner look like?

Why AfroLingo?
We’ve been leading the languages services industry in delivering premium localization services since 2008.

We stand out in the sea of localization services agencies in Africa thanks to our impressive track record in the areas of localization expertise, rigorous quality assurance processes, on-time delivery, and, more importantly, state-of-the-art technology.

Each time we handle a website localization project, we ensure that our client’s most important digital property, their website, best reflects their image and brand identity in the eyes of the broad spectrum of their multilingual audiences.

When it comes to our software localization services, they bridge all cultural barriers, making your software product truly global.

Overall, we provide our clients in South Africa, Kenya, and everywhere across Africa with a localization service that empowers them to expand into the broad horizons of international markets.

Contact us today for a free quote.

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AfroLingo Introduces an Online Portal with 10% Discount for New Clients

Since day one, providing our customers with an optimal experience has always been our primary objective and at the top of our priorities list. Therefore, we’re pleased and proud to announce the launch of AfroLingo’s ONLINE PORTAL, which aims to deliver a better digital ordering experience for our clients in South Africa and all over the world.

Why Have We Built an Online Portal?
The simple reason is our acknowledgment of, and coping with, the fact that we’re all living in the digital age − where everything from shopping to learning is being conducted on the internet. Over the years, AfroLingo has succeeded in smartly transforming our company into one of the top ONLINE providers of translation and proofreading services in South Africa and all over the African Continent.

In this context, we are proud of making it possible for all customers to effortlessly order our first-class translation and proofreading solutions ONLINE via our online portal or via our app.

Despite launching the most state-of-the-art ONLINE PORTAL across Africa, this doesn’t mean we provide an automated translation. Rather, at AfroLingo, we take pride in our expert TRANSLATION AND LOCALIZATION TEAM that comprises professional native translators, IT engineers, and dedicated project managers − who are fully committed to ensuring that your translated content is of the highest quality.

Significantly, the reasons for AfroLingo’s decision to create an online portal comes down to our desire to cater to our customers’ needs and to provide you with a unique customer experience. Further, we want to improve our customer’s control and make their ordering journey much easier.

What Are the Advantages of Online Ordering?
Let’s admit it. Everyone in 2021 is living a fully digital life. We’re nowadays used to getting what we want at the touch of a button! Further, the 21st century is an era that has drastically changed traditional shopping into what we now call online shopping or e-commerce. We’ve got to cope!

At AfroLingo, we’re definitely coping! We are keen on staying abreast of our customers’ changing needs and buying patterns. Hence, we understand that our customers’ interest is speedily shifting from traditional in-store buying and email orders to the new trends of ordering on their phones, at their computers, or on their tablets.

Still, we need to ask: What are the benefits of using AfroLingo’s online portal and our online ordering option? The answer is easy. Let’s dive deeper to list some of them one by one.

First – Easier Ordering Process
Instead of the traditional method of ordering translation by email, the superior solution is to use our online ordering option, which comprises fewer and simpler steps. This results in making the ordering process easier for customers and, at the same time, helps to streamline the entire translation or localization project from order placement to the final delivery.

Second – Stronger Customer Relations
Shifting from the traditional ordering scheme to our new online ordering option helps us enhance our relationship with the customer as it helps to give AfroLingo complete information about the translation project.

Third – Higher Efficiency
When you switch to online ordering, this helps AfroLingo to improve operational efficiency as a result of minimizing order errors. Further, the online ordering option makes it possible for our customers to place their translation, localization, and proofreading orders on their time.

Fourth – Higher Customer Satisfaction
In the current customer-oriented landscape, we, at AfroLingo, are constantly endeavoring to improve customer satisfaction. Our new online ordering option makes it possible for us to collect customer comments and then turn this feedback into action. With this, it’s easier for us to cater to the needs of our customers – which is the central part of customer satisfaction.

Special Privileges for Users of Our Online Ordering Option
It’s our pleasure to offer a 10% discount on translation, localization, and proofreading orders that will be placed via our new online portal.

Order your translation via our ONLINE PORTAL, or contact us NOW for more information.

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Game Localization is Your Pathway to Global Success ─ This is Why!

It’s difficult for anyone to forget what African game developers did two years ago! 

In December 2018, they met in Cape Town to discuss how to make sure anyone can make games, no matter who they are! 

They were right. Let’s take South Africa as an example. The country’s gaming industry has been increasingly rising over the years, with South Africa’s video games market currently on a strong growth trajectory. 

Significantly, during the Cape Town event and beyond, analysts have consistently been discussing the vital importance of a specific service ─ GAME LOCALIZATION.  So, what on earth is it?

What is Video Game Localization?

Game localization is the adaptation of your game for global markets. So, why should you do it? 

Simply because the majority of gamers in Africa and across the globe won’t download your game unless it has been translated and localized in their mother tongue. 

And what else? 

What Are the Benefits of Game Localization?

Today, the entire video game localization industry is different. 

In a world that presently looks like a small village, Game Developers have to remember that their prospective customers ─ across South Africa’s multiple languages and cultures ─ are now out there capable of accessing their wonderful video games on their mobile phones, PCs, online and across social media platforms. 

So here it is. Gamers are everywhere around you – waiting for you to reach out to them. And remember that video game localization is the thrilling password that will open everything to you! 

So, what are the benefits of this magic service? Let’s dive deeper. 

First – An Awesome Way to Boost Sales

Let’s talk frankly. As a business-minded programmer, you need to smartly calculate things. You’ll be launching your game product in English, targeting English-speaking gamers? Wow! This is great. Yet, don’t forget that facts on the ground are defying your shortsighted plan! 

Take South Africa.  English is the sixth most common language spoken inside of South African households at 8.1%, while as of 2018 the languages that are most commonly spoken by people inside of the country’s households were isiZulu at 25.3%, isiXhosa at 14.8 %, and Afrikaans at 12.2% So, Mr. Game Developer in South Africa, do you wish to miss out on about 92% of your potential market if you insist on launching your game in English only?!

Fact is, your prospective customers are out there waiting for your game product to be translated and localized into IsiZulu, isiXhosa, Sesotho sa Leboa, Setswana, Sesotho, Xitsonga, siSwati, Tshivenda, isiNdebele, and other languages. 

Since those gamers are eager to have your product adapted in their multiple mother tongues and matching their multiple cultures while you, at the same time, feel a longing for their Rands, you’ve got to admit it.  You will increase your sales by increasing your market base via Game localization! 

Second – A Guaranteed Method for Increasing Downloads

So, you wish to increase your game sales? Okay. The only way is to increase downloads, and to do this you have a single pathway ─ to localize your product. In other words, you’ve got to make it possible for gamers who speak more than 11 languages in South Africa to download your game, love it, and recommend it to others. 

This is in South Africa, and if you want to expand your game into the market of Kenya, it’s a must that you localize into Swahili, Gikuyu, Oluluyia, Dholuo, Kalenjin, and other languages that are spoken in the 50-million-person country. And so on and so forth. 

Third – It Gives Your Customers Satisfaction! 

As your customers are the most important part of the whole thing, let me stress that game localization is something that will certainly make them happy and satisfied. Put yourself in their shoes and see things from their perspective!

What happens when you, as a gamer in a remote town in South Africa, find the gaming interface localized in isiZulu and also find your traditions and customs respected in the course of playing the game? What if the game designer and developer has put YOUR GAMING EXPERIENCE at the forefront? What if you find that they have customized the entire user experience to match your tastes, likings, and even your flights of fancy?

This is what game localization is doing. It makes your customers feel important, and it pays off!

Fourth – You’ll Outsmart the Competition!

Whether you adopt a proactive approach or a reactive one, you’ll do it! You may take things into your hands by choosing the geographic markets you’ll be targeting, the languages you’ll localize into. Or, you might wait until you get hints from this or that market that gamers out there want to download your game and would love it. In both cases, proactive or reactive, you’ll stay competitive.  

With this said, we still need to ask what your provider of video game localization services can do. Or, to put it differently, what can we do at AfroLingo?

How Can AfroLingo Help?

At AfroLingo, our job is clear. We understand how exciting your game is, and we join hands with you to provide the most thrilling gaming experience for your game users. 

In other words, you just focus on perfectly developing the game and leave the entire localization job to us ─ from Content Translation to Script Localization, UI Localization, and other aspects that will turn your product into the game of choice for all users everywhere. 

Contact us NOW for your free quote

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Why Should Your Business Avoid Interpretation Mistakes?

Incorrect interpretation can be very costly. Interpretation mistakes might cause extensive damage to businesses, organizations, and even to the relationship among countries. In the worst-case scenario, if you don’t avoid interpretation mistakes, this will hurt you at the level of financial liability, or legal disputes.

Worse, the damage might occur in the most sensitive area of your business ─ your brand image or company reputation!

So, did this happen before? Do we have examples on the ground?

Examples of Interpretation Mistakes

Interpreting mistakes are common and they often happen when interpretation is carried out by unprofessional persons or agencies. Let’s have a look at some of the mistakes that have been made in the field of interpretation.

Nobody will forget the famous interpretation mistake that was made during a speech made by the First Secretary of the Communist Party of the Soviet Union, Nikita Khrushchev, at Poland’s Embassy in Moscow during the Cold War.

The Soviet leader said: “We will outlast you” in reference to the USA and the West. Unfortunately, the phrase was misinterpreted as “We will bury you”. This ridiculous mistake generated very bad consequences during such a tense time in the cold war.

In 2007, at a press conference in Orange-Egypt’s Headquarters in Cairo, which was attended by the Chairman of France Telecom, the atmosphere was ideal and the Egyptian pressmen were idly listening to a simultaneous interpretation of the speech of the then-chairman of Orange-Egypt’s holding company.

The simultaneous interpreter incorrectly translated the phrase “Orange services”, which means “services provided by Orange (the company)” into the Arabic phrase “خدمات برتقالية “, which means “services whose color is orange”! The headlines on the following day’s newspapers read, in Arabic, “The Egyptian market will soon witness new services whose color is orange!”

In 2006, an interpreter translated the words of Iran’s President Mahmoud Ahmadinejad saying that Israel should be “wiped off the map”. In fact, the Iranian president didn’t say that, but actually said: “the regime occupying Jerusalem must vanish from the page of time”. Blatant, isn’t it?!

In 1976, the American president Carter was speaking to a group of Polish-speaking people, and the simultaneous interpreter made several translation mistakes that shouldn’t have been made.

First, the amateur interpreter translated the phrase “I left the United States this morning” into “When I abandoned the United States”! As the audience laughed at the comic mistake, the interpreter went on to translate the president’s phrase “…I have come to learn your opinions and understand your desires for the future…” into “I desire the Poles carnally…”!

At a business meeting in Paris in 2009, a linguist who was interpreting from English to French thought for a minute when he listened to the slang phrase “ … I also adore dogs and pussies …”. After a while, she translated it into French. The meaning was “I also adore dogs and women’s genitals”. Fortunately, the whole audience burst into laughter!

At the end of the second world war, after the United States issued a warning demanding the surrender of Japan, Kantaro Suzuki, the Japanese Prime Minister, said in a press conference: “No comment. We are still thinking about it”.

Regrettably, the interpreter made a fatal mistake, translating it into “We are ignoring it in contempt”. The result was 2 atomic bombs falling upon Hiroshima and Nagasaki!

Two atomic bombs?! God! So, how on earth can the world avoid interpretation mistakes?

How to Avoid Interpretation Mistakes?

The type of interpretation error and its consequences vary from one industry to another. Sometimes the outcomes are humorous and inoffensive. However, the outcome occasionally may wreak havoc for the company’s reputation, image ─ and bottom line!

So, how to avoid these fatal interpretation mistakes?

The answer is simple and unequivocal. Smart businesses are increasingly relying on the experience and know-how of a professional language service provider LSPs.

Like what? AfroLingo?

Why AfroLingo?

We’ve wiped out interpretation mistakes from the map of our business thanks to our 12 years’ rock-solid experience in the 4 types of interpretation.

o   Consecutive Interpretation: Our expert interpreters have excellent language skills which enable them to deliver the perfect blend of approachability and professionalism.

o   Simultaneous Interpretation: We’ve got the most rigorous process, the most experienced team of interpreters in addition to highly advanced interpretation equipment.

o   Over-the-Phone Interpretation (OPI): We’ve been providing this type of interpretation for top-notch clients for 12 years.

o   Video Remote Interpretation (VRI): Our interpreters have special skills in this area.  

We offer second-to-none interpreting services for a wide diversity of industries and sectors, including education, business, medical & healthcare, government and non-government organizations and legal throughout South Africa and other African nations.  

At AfroLingo, interpreters are not hired to do their job haphazardly or randomly.  Our network of interpreters has been carefully chosen based upon each interpreter’s professional and educational qualifications, job history, and subject matter expertise ─ legal, corporate, medical, government, etc. In fact, we search the planet for the best interpreters, then provide them with unceasing training.

Contact us for a free quote.

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A Deep Dive Into Globalization, Internationalization, and Localization!

The global business world is no longer the same! The revolution of rapid technology development and digital transformation has rendered today’s world an interconnected sphere of abundant opportunities. It has never been easier for businesses to grow and look forward to unlimited global expansion. This fact could be tricky, though! As much as taking your product or service to several markets all around the world has become easier than ever before, achieving the same success across various markets is very complicated.

Business and linguistic experts use a couple of terms to address the intricacies of the global business expansion issue, yet there is still confusion over the explanation of these words. Globalization, internationalization, and localization are all similar terms that describe different things. Language industry specialists use the abbreviation GILT (globalization, internationalization, localization, and translation) to refer to the entire understanding of the activities a company performs to go global.

What do these terms mean? And why understanding them clearly is important as you make your way through overseas markets? Let’s begin with the definitions and then descend to a comprehensive understanding of the relations between these expressions.

What is globalization?

Former Mexican president Carlos Salinas once said that globalization is a fact of economic life. At its core, globalization is a very common term that refers to the transformation of the world into a smaller and more interconnected place amid the current digital revolution. The concept of globalization also concerns the business expansion on a worldwide scale as well as the strategies and practices companies follow to build an international network of customers and stakeholders.

The definition of globalization, however, differs according to the context and varies from one industry to another. In the language field, globalization is the all-encompassing concept or the large umbrella under which internationalization and localization efforts are taking place. Succinctly put, globalization is the fact that your business can easily become global.

What is internationalization?

Internationalization is simply defined as the process of creating a versatile and adaptable product or service. When it comes to internationalization, there are always two main attributes to look at: developing a universal product for an international audience, and preparing this product to be localized or catered to local cultures. The concept of internationalization or i18n – 18 represents the number of letters – is usually concerned with the preparation and facilitation of localization activities.

For a software company, internationalization could be using a standardized uni-code or developing a flexible interface that allows space for the unique typographical features of different languages. Meanwhile, an educational platform would see internationalization as the usage of simple and easy-to-translate language expressions as well as universal designs and visuals that make sense across different cultures. 

To sum up, Internationalization is designing your product with the fact that it can be localized for foreign customers in mind. This ranges widely from the visual designs and color palettes all the way to the textual content and coding language.

What is Localization?

As opposed to internationalization, localization basically describes the efforts exerted to cater a brand, product, service, or even digital content to the local language and culture of a particular market. Whereas internationalization aims at adapting a product or service to an international audience, localization is, contrarily, the process of tailoring them to the needs of a local target market. 

L10n extends far beyond translation; the concept entails the full spectrum of activities done to recreate a brand message and make it fit into a new market. In other words, localization is the process of making something feel authentic for a new target audience. Localization might include the change of brand name, slogan, date and time format, currency, writing direction, punctuation marks, as well as visual elements and the company’s legal form.

Holistic understanding

Under the general concept of globalization, both internationalization and localization are two integral parts of any successful global business expansion. Internationalization can begin as early as you set your strategy and design your product, preceding the localization practices. Localization comes afterwards as you decide on the markets you want to penetrate and modify your brand to resonate with. To do a proper localization, however, you need to partner with a specialized and professional localization service provider with a demonstrated track record of successful projects.

A reliable localization partner will help you enable a seamless transaction from internationalization to localization activities within a broad understanding of globalization. With the help of expert linguists and subject matter experts who understand the difference between globalization and localization, your product will go viral, just like the successful examples you see all around. 

Successful models

Siri

Apple’s virtual voice assistant Siri marks an epitome of combined internationalization and localization success at scale. On the internationalization level, Siri allows multiple features and is developed in a way that could be easily adapted. As for localization, the voice assistant is now available in more than 21 languages with dozens of local accents and dialects. Siri also customize answers based on the location and the cultural norms of the local market.

Netflix

The booming global success of giant video streaming platform Netflix across 130 markets and over a short time span is filled with lessons to learn. The company’s internationalization strategy included the availability of receiving user feedback and the designing of on-screen menu options that are easy to integrate with any language. Similarly, the company’s winning localization practices ranged widely from the incorporation of multilingual subtitles or dubbing to the creation of original content for each market.

At AfroLingo, we have completed hundreds of successful localization projects over the course of twelve years. Backed by a thorough understanding of the difference between globalization, internationalization, and localization, our native linguists will get your brand thriving within and beyond the African Markets. Partner with us now and develop an impeccable product-market fit with our prime localization services. Contact us today and get a free quotation!

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