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.
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.
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 [https://www.verifiedmarketresearch.com/product/global-translation-services-market-size-and-forecast-to-2025/#:~:text=Translation%20Services%20Market%3F-,Translation%20Services%20Market%20was%20valued%20at%20USD%2039.61%20Billion%20in,2.1%25%20from%202020%20to%202027.] 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.
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?
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.
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.
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% [https://www.statista.com/statistics/1114302/distribution-of-languages-spoken-inside-and-outside-of-households-in-south-africa/#:~:text=While%20English%20only%20accounts%20for,of%20homes%2C%20at%2016.6%20percent.]!
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
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?
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.
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.
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.
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.
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!
2020 is upon us, and with it comes a wide array of giant strides in the software development industry.
Recently software development has been increasingly becoming part and parcel of almost all industries all over the world. Continuous advances in software development are having an impressive impact on our lives.
Although we might not be able now to predict what is going to happen in the sphere of software development either shortly or in the long run, we can easily see many trends in the offing that we expect to continue into the new decade.
First, Artificial Intelligence (AI) continues to take over. Second, 5G is strongly entering our lives in 2020 and the years to come. 5G is expected to transform the world — from powering smart cities to improving traffic systems, to increased capacity for network expansion, thus paving the way for developers to work on more robust applications and augmented reality features.
Third, and more importantly, with the rise of software companies and their consistent expansion into every market all over the world, a new pertinent sector is gaining ground and becoming more important ─ Technical Documentation Translation.
When and Why is Technical Documentation Translation Important?
Both software vendors and software buyers need technical documentation translation. When software development businesses expand into overseas markets to sell their products to multilingual audiences, they should provide their customers with technical documentation in local languages. This is where technical documentation translation’s role becomes vital.
Also, companies that buy from foreign suppliers are required to document internal processes for compliance. Therefore, they have to rely on professional technical documentation translation providers whenever they’re doing business with global partners.
This kind of translation is needed for many technical content types, from operation instructions to specialized websites, software strings, patents, and user manuals. That’s why it’s becoming very important for software developers ─ startups and giants ─ to choose the right technical translation service provider. So, how come?
Tips for Preparing Technical Content for Translation
At AfroLingo, we have a few tips for you on how to prepare your technical documentation for translation so that you may finally get high-quality translated documents that meet your business requirements.
1) Specify Your Target Audience
Like all text types, you need to start by considering and telling your translation agency about your product’s target group. Professional translators will appreciate it if you tell them whether your end-user is just a layperson or an engineer who is versed in the technical area and thus knows the specific technical jargon.
2) Manage Your Terminology
Since most software development companies would like their translation partner to use their abbreviations and terminology, they should include their term lists when they send the technical content for translation.
At AfroLingo, the project manager always ensures that the translators understand the client’s specific needs and use the specific jargon and style they wish.
Moreover, we may sometimes have some discussions with the client about expanding their term lists or creating new ones as per the project’s requirement. In all cases, with this effort, you’ll easily get consistent translations each time.
3) Text Usually Expands!
You have to consider the possibility of text expansion when you design or create your original printed piece, including charts, artwork and graphics. Further, it would help if you remembered that your documents might need to be resized.
4) Technical Writing is Special
When you write technical documentation, you need to follow several best practices, including:
A. Write short, simple sentences.
B. Avoid idioms as they’re often taken the wrong way.
C. Also, avoid cultural references, as they may lose their original meaning or get misinterpreted across borders.
D. Remember that symbols may carry different meanings in different cultures.
E. Write consistently. You can do so by being consistent in formatting, sentence structure, capitalization, spacing, etc. Remember that CAT tools and translation memories can help you with this.
Importance of Choosing a Professional Translation Partner
After all, it is said and done; it’s time for all of us to admit the importance of choosing a professional technical translation service provider. Otherwise, the entire technical translation project might end up going astray!
Therefore, we need to understand the specific features of this professional translation partner and how one translation agency is different from another. What shall you find in a translation agency that gives you the sense of trust that you’ve found the right partner? Let’s dive deeper, with a typical example.
Over the past 12 years, AfroLingo has had an impressive, proven track record in delivering professional technical documentation translation services to the biggest companies in Africa and the world.
Since technical documentation translation requires a mix of technical and linguistic competence, AfroLingo depends on a highly qualified team of experts comprising linguists, engineers and industry specialists.
Moreover, AfroLingo offers the most competitive prices in the translation industry and can quickly translate any large amounts of technical documentation.
Also, at AfroLingo, we use the most sophisticated CAT tools, the latest Translation Management System TMS in addition to the best translation memories.
With this, we consistently deliver the highest quality translation in the market for a wide diversity of technical documents including patents, user guides, material data safety sheets (MSDS), processes, engineering texts, standard operating procedures (SOPS), manuals for machine tools, technical drawings, in addition to installation, operator, maintenance and user manuals, descriptions, technical datasheets, specifications and technical instructions.
Are you looking for technical documentation translation, or do you need good advice? Contact us today so that our experts may discuss how to help your business thrive or get a free quote.
B2B Marketing is not only trending, but it’s also becoming a vital strategy for the success of millions of businesses all over the world. It has evolved, particularly over the past 20 years, into a unique discipline ─ with distinctive practices, strategies and metrics of success.
Millions of companies in almost all industries all over the world are presently riding the business-to-business marketing wave, which makes it possible for them to sell their products and services to other companies that would resell them, use them in their products or services or use them to support their works. It’s a golden opportunity for millions of companies to promote business and increase profits. Let’s take just one example in the eCommerce sphere. The global B2B eCommerce market valuing USD 12.2 trillion in 2019 is over 6 times that of the B2C market [https://www.statista.com/study/44442/statista-report-b2b-e-commerce/]
Is Translation Vital for B2B Marketing?
Of course! Thinking global, smart companies are striving to expand into international markets. To achieve success on a global basis, professional B2B marketers in these companies are keen to adapt their strategies to markets outside their borders.
Therefore, they consistently take into account how different cultures will receive their marketing messages. They know quite well that they have to deliver high-quality online content that their foreign corporate clients will engage with ─ or else all their B2B marketing efforts, their promotions and their advertisements will fall on deaf ears. They’re also aware that communicating with prospective overseas businesses in their own languages is the most resonant and appropriate way to build relationships and provide value to these companies.
Therefore, marketers know for sure that translation is the open sesame to enter and thrive in overseas business-to-business markets.
4 Reasons Why Translation is Central to B2B Marketing
Given that translation is so vital to B2B marketing that without it, marketing to prospective corporate clients and communicating with existing ones would be almost impossible, let’s dive deeper to look at some of the benefits of translation and localization to global B2B marketing.
1) Beat Your Competition
It might seem that skipping translation and localization costs in your B2B marketing budget is cost-effective. Yes, it could be, but only in the short term. However, you’ll definitely lose markets in the long run.
Since the business-to-business market is characterized by cut-throat competition in almost all industries, translating and localizing your online content plays an essential role in staying ahead of your competition. Just imagine that your competitors are keen to translate their B2B marketing campaigns, and you’re still undecided! Believe me, your business, in this case, is certainly lagging behind!
2) Meeting Cultural Demands
When it comes to achieving success at the level of global B2B marketing, businesses should make their products and services relatable to their corporate clients without losing the spirit of their brand voice. This is achieved through transcreation, not just translation.
With transcreation, the experts at your language services partner will first understand the values, behaviors and nuances of the particular culture of your corporate client before they reflect these aspects in the marketing messaging that they communicate to your customers. Transcreation specialists know quite well how payment options, color selections, images and many other cultural aspects are making a remarkable difference to how your global corporate clients perceive your products and services.
3) Influencing Decision Makers
Let’s put it outright. Decision-makers at any company you’re dealing with are still people, albeit the most important ones! Therefore, if these people who have the purchasing power feel comfortable because you communicate with them in their mother tongue, then they’ll be more likely to do business with you.
4) Maximizing Customer Support
It happens that your corporate client may be ready to buy from your English-only website. However, the majority of businesses prefer that the customer service and after-sales support be provided to them in their mother language. This also applies to your online chat and your FAQ page.
Why Should You Choose a Professional Translation Services Partner?
After all is said and done, you have to ensure that your global B2B marketing isn’t lost in translation. You can’t afford to have your corporate clients read or watch poor translation of your marketing copy. This will wreak havoc with your brand!
Unlike general translation, you need to partner with a professional vendor that has a team of expert marketing translators who are versed in writing appealing and persuasive content that has an impact on your global corporate clients.
The challenging responsibility of translating and localizing your B2B marketing copy should be taken by specialists who have a deep understanding of how to convey your brand voice in another language and culture in a way that is perceived by your target corporate clients. On the other hand, word-for-word translation of your marketing materials will certainly destroy your brand.
When it comes to the ultra-important sphere of marketing translation, particularly B2B marketing translation, AfroLingo has established an impressive reputation for high quality and fast turnaround time. Since 2008, we’ve been delivering world-class marketing translation and localization solutions that empower global businesses to extend their footprint across Africa and worldwide.
We pride ourselves on a highly competent team comprising the most experienced native-speaking translators on the African continent, who are dedicated to providing you with reliable and consistent B2B marketing translation and localization solutions from and into almost every major language all across Africa.
These native-speaking translators not only understand the cultural context of each target market, but they also have the creative mindset for translating marketing materials and conveying the right marketing message in the translation. With our top-quality transcreation, your clients will be fully related to your brand, and you’ll gain an impressive edge over your competition.
Contact us today for a free quote.
The mobile app industry is booming both globally and across South Africa.
On a global scale, the mobile app market is now exceptionally large and continues to grow day by day. Just have a look at the numbers of app downloads from the Google Play Store worldwide over the period from 2016 to 2019, and you’ll be left almost speechless.
The annual number of app downloads from the Google Play Store worldwide from 2016 to 2019 (in billions)
So, what about Apple?
Mobile App Industry in South Africa
Fortunately, South Africa is riding the same wave, with the country’s mobile app economy noticeably on the rise.
The current growth of mobile application usage in South Africa can easily be attributed to a number of factors. They include low mobile data usage costs, a growing adaptation of smartphones, an increase in mobile application usability, and the advancement of network technologies. The net result is the rise of a “mobile-first” craze all across the country.
What about figures? Okay, take this. Revenue in the Apps segment in South Africa amounts to USD 39 million in 2020. Also, this revenue is expected to show an annual growth rate of 5.8%, resulting in a market volume of USD 48 million by 2024, according to Statista.
As a mobile app developer in South Africa, or anywhere all over the world, there’s no room for finding any middle ground between localization and no localization.
Localizing your mobile apps has become a necessity if you wish to make the most out of your mobile app products. Forget that releasing your app in just one language will take you anywhere close to success in a country where the constitution recognizes 11 official languages.
But, still why should any mobile app developer outsource app localization services? Suffice it to mention 3 reasons!
1) Enhance Global User Experience
Even though 90% of mobile devices activity currently occurs in apps, not browsers, yet we still need to ask why users usually download most apps and delete them within minutes. The answer lies in the magic of mobile app localization. In truth, when you professionally translate your mobile app into your users’ native language and localize it to reflect their specific culture, you provide a meaningful user experience for your international customers.
2) Increase App Store Searchability
Thankfully, Google Play Store and iTunes App Store make it possible for you to localize your mobile app listing to facilitate discoverability and readability for global users. Consequently, your app will be found by more and more consumers who use keywords in their language and will be more likely to download when they read a welcome message in their own mother tongue. Together, these two advantages can add up to a 767% increase in downloads.
3) Increase App Downloads Overseas
Let’s refer to objective statistics. A study by Distomo has revealed that mobile apps localizing leads ─ within only one week from the release of the localized app ─ to 128% more downloads per country and a 26% increase in revenue for each country added via app localization.
Similarly, a study by Statista reveals that 11.3 billion apps were downloaded in the United States in 2017, while other countries like India had 12.1 billion and China had a formidable 79.3 billion downloads.
Therefore, it goes without saying that mobile app localization makes it possible for mobile app developers to access global markets. This results in increasing your downloads and boosting your sales.
The Process of Mobile App Localization
At AfroLingo, we’ve developed, over the past 12 years, a special multi-step process that gives us the best results when it comes to taking our clients’ mobile app products to multiple audiences in South Africa and on a global scale. Let’s dive in.
1) Market research and Buyer Persona
Like every good work, it all starts with getting to know who the audience definitely is. We start with analyzing our client’s mobile app product along with the market (or markets) they’re targeting ─ both local and overseas.
Our market research always takes into account a number of important elements, including the competition and the kind of customer experience competitors provide for users. Our objective is to see whether our client can provide a better customer experience without offending local customs.
We work hard on creating buyer personas that describe the mobile app’s target audiences. This includes such aspects as demographics, interests, preferences and other buying behaviors. Then we give all these details – along with a general idea about the product’s end users – to our localization team to make it possible for them to choose the right style and terminology for the localized app.
2) Prepare Mobile App
This step contains many details for preparing the mobile application, including space and layout. We also focus on many other aspects, including:
- Interface. The key idea here is our awareness that what works for one country may be unattractive for another. Each culture has its preferences.
- Servers. Here, we have to check and decide if working with local servers can avoid delays and disconnections.
- Design. Our experts have to select the fonts, colors, images and graphics that adapt easily to local traditions. We also have to ensure that the client’s source content is multiple languages ready and that the app code is written to allow the client to create versions of their product in other languages easily and cost-effectively.
3) Selecting the Right Operating System
Android or iOS or both? At this point, we work with the client taking his budget into account. Our job here is to help our client cut through the noise and gain visibility with the variety of audiences, communities, languages and cultures in South Africa.
4) Building The localization Team
We rely on our solid team who conducts the job in its various areas ─ from app developers to programmers, linguists, translators, legal consultants as well as marketing and localization specialists.
5) Leveraging the Translation Management System
Since most of the translation team members may come from different countries, we work with the latest translation management system (TMS) which helps us save time and money. This high-tech TMS helps us do the following:
1. It steers the content flow across the various stages of the localization process, guaranteeing that all information related to the project is carefully tracked and thus streamlining the entire localization process.
2. It makes it possible for us to import and export resource files automatically ─ a step that saves a lot of time.
3. It sends notifications to the team members to keep them updated and to identify tasks in their early stages, thus providing full control over the project.
6) Preparing and Communicating with Translators
While our engineers are preparing the code for localization, we work hard on communicating with translators to give them as much context as possible that would enable them to fully understand the source text of our client’s mobile app. We also provide translators with comprehensive reference materials, such as translation glossaries and style guides.
7) App Store Optimization Strategy
Here comes the step of making the mobile app attractive both for smartphone users and search engines. As we’re fully aware that the higher the app ranks in the app store, the more chances it will have of getting downloaded by users, we usually do the following:
- Our experts research the right words and optimize titles, subtitles and app descriptions, using the right keywords that are relevant to the app.
- Our experts will work on the mobile app’s visuals, with special focus on optimizing the app’s logo.
- Our experts always ensure that photos of the localized app are added instead of using the original ones. They also keep some resources to create a preview video for the mobile app, which will certainly help increase downloads.
8) Marketing, Marketing and Marketing!
Most importantly, we work with our client on a localized marketing strategy that will increase the app adoption rate in the new markets they aim to target.
Our expert linguists are versed in tailoring the client’s message for the new audiences who certainly have different buying habits and sets of values.
Our marketing experts focus on explaining the advantages ─ rather than the features ─ of using the client’s mobile app in an engaging lucid language.
Depending on the client’s goals and budget on a case-by-case basis, our experts work with the mobile app developer to choose between adopting a single global marketing strategy adapted to local markets, or adopting a set of multiple local strategies that mix personal approaches with the brand image.
9) Translation Testing
Then, we begin the on-device localization testing. Our localization testers, who should have full command of the new language, will thoroughly test the mobile app to catch all the localization problems that we might have missed the first time around. They also check the quality of translation, see if the text fits on the page, and find out the places where the app might be offensive to local culture.
After test-driving the translation, you launch your mobile app to your new audience.
How to Choose your Mobile App Localization Partner?
Definitely the labor division theories still apply!
Regarding mobile app development as your strong point, it would be great if you leave the specialized task of mobile app localization to a proficient provider who should have the experience, resources and tools to do it fast, efficiently and professionally. This partner will need to have the following advantages:
- Proven experience in the field of mobile app localization.
- A team of experts versed in translating mobile app content.
- Advanced localization tools and platforms.
- Reasonable turnaround time.
- Rigorous quality control process.
Since 2008, we’ve been delivering premium app localization services that helped hundreds of top-notch mobile application vendors to grow their mobile user base across a wide variety of languages and communities in South Africa.
In a world that’s going more and more mobile, we’ve been, over 12 years, relying on our experts to deliver professionally localized content and app elements that provide end-users across South Africa with the most convenient, user-friendly experience.
From app resources gathering to layout, context, testing and app store optimization (ASO), our highly skilled team of experts always ensure perfect local language translation of the mobile app in all languages, across multiple platforms, for any market while maintaining optimum usability.
Should you wish to take your mobile app to audiences who speak various languages across South Africa, contact us today for a free quote.
Since the World Health Organization (WHO) announced that COVID-19 is a pandemic disease, global financial analysts pointed out that the world is facing an unusual economic contraction and registering historic recession records. Business owners are struggling to keep the balance between prioritizing employees’ safety and keeping their businesses running.
The intensity of damage varies from one industry to another. Technology-based companies, for instance, were a bit more capable of containing the hits in supply chain and cash flows and minimizing their losses. While small- and medium-sized businesses that rely on on-ground operations fell short of handling the crisis.
However, maintaining a stable business environment amidst the state’s firm precautions is not an easy thing to do. South African President Cyril Ramaphosa announced a lockdown in the country till the end of April. Lockdown includes the closure of schools, no jogging or dog-walking outside, no sales of alcohol or cigarettes, no leaving home except for emergency cases or you will have to pay heavy fines or go to prison or heavy fines for law-breaking.
“I have to ask you to make even greater sacrifices so that our country may survive this crisis and so that tens of thousands of lives may be saved,”Ramaphosa Said
Our Recommended Tips to Keep Your Business Stable
So AfroLingo thought it’s the right time to provide you with some useful tips on how to stand resilient against the current crisis and survive amid the spread of coronavirus. A piece of general advice for the entire business community would be to keep the wheel spinning as much as possible. To achieve this, here are seven business tactics you should not overlook:
1. Modify Your Business Plans
Revisit your 2020’s business plans and easy on yourself! It is okay to modify your strategic objectives and budget allocations as per the new changes we are all going through. You are also highly recommended to cut or postpone as many costs as you can and look for extra sources of revenue. Additionally, why not restore your old and halted projects?
2. Enact Your Crisis Management Plans
Challenges can turn into opportunities when confronted with adequate crisis management practices. It is time for your risk management and emergency preparation strategies to pay off. It is now or never that you keep the trust of your employees and clients alike by finding proper alternatives for your traditional revenue streams and business routines.
3. Allow Remote Work and Leverage Technology
If your business tasks can be done remotely, then allowing your employees to work from home can be a very good option. Online tools and cloud-based applications have made things much easier when it comes to remote task management or communication. Many companies are already familiar with work-from-home policies and it would not be difficult to replace face-to-face meetings with video conferences as long as other business tasks can be managed remotely.
4. Think Digitally
Just as digital tools have facilitated distant working, you can use a suite of project management and customer relation management (CRM) technologies to maintain your external business activities. Avoid cutting off the running marketing and sales operations and keep in touch with your clients through digital platforms.
5. Bet on Customer Care
No matter the industry or the size of your business, your clients will stay loyal to your company if they get professional customer care. Think long-term; retaining your satisfied customers’ trust in the time of crisis is a winning bet, and will most probably reap numerous benefits to your business when the crisis is gone.
6. Keep your employees in the loop
Your employees are your most important asset and their health comes atop your business priorities. Spare no efforts to keep your staff safe and make sure you update them regularly on the status of your business. It is a perfect opportunity that you make your employees develop a sense of ownership toward your business so they will keep loyal forever and never let you down.
7. Take Advantage of Your Governmental Aids
Governments all around the world are offering various types of facilitation to help companies survive the pandemic, and you need to take advantage of this. In South Africa, the government has introduced a series of measures;
- Buffering the economic effects of the lockdown, including a solidarity fund to help small businesses.
- Pledging about SAR 3.8 billion in direct financial support to distressed firms and affected workers, and another SAR 8 billion in tax subsidies (through forgone tax revenue).
Based in the heart of Johannesburg since 2008, AfroLingo has decided to allow all its employees to work from home as of the early days of the Coronavirus spread. Backed by a set of powerful digital tools, we managed to maintain high levels of efficiency and productivity with high hopes that the company will get over this crisis with the minimum loss.
AfroLingo wishes everyone good health and highly advises you to abide by the WHO’s safety guidelines to eliminate the spread of the novel virus. This, too, shall pass, and may all your businesses survive this disaster at the lowest cost. Stay home, adhere to the social distancing instructions, and don’t forget to give your hands a good wash!