Saturday, September 4, 2010

The Need For Software Localization Still Prevails

By Ernst Gemassmer

With the pervasiveness of the Internet, the world is smaller. The good news is that the reach of your new software application is instantly worldwide, and the bad news is that most people still prefer to work in their own native language. That means that you need to face the issues of translation and localization sooner rather than later.

Despite all the hype and free tools, there still is not ‘an app for that.’ Whether your new software is ‘in the cloud,’ an online download, or distributed on a CD through various direct and indirect distribution channels, the process of localization is still a time consuming, manually intensive, and expensive effort.

In case you think that American English is sufficient, remember that the command of the English language differs widely from country to country. Irrespective of fluency in English, most people still prefer to work in their own native language. Thus, localization is not only desirable, but essential to gain and keep market share in specific countries.

In my experience, there are many considerations which are critical to the productivity and success of this effort. These include the following:

  1. Plan for international from the beginning. Even though it usually makes sense from a marketing perspective for a startup to stage software rollout to various locales, it makes no sense to design and implement your application that way. All implementation should be done in Unicode, with user interface, currency, date formats, and database considerations for all the languages required.

  2. Begin parallel translation early. It may seem less expensive to wait until all your screen layouts, online help, and written manuals are ‘final’ before arranging for translation, but the reality is just the opposite. Late translation will uncover design issues that are expensive to fix, and the inherent time delays and testing can set back delivery up to six months. Even though this process might require some re-work, a sizeable reduction in localization time can be expected. Note that this will require close and trusted cooperation between engineering/development and each localization group.

  3. Optimize the costs of localization. The cost of localization can vary widely, depending on the approach taken. Assuming that your company has an internal localization coordinator, who has personal contacts with localization firms in different countries, the direct cost of localizing into a single language could still be up to $50,000. However, if you utilize an outside firm to handle the entire process, the cost will be significantly higher. My advice is to select and work directly with a localization group in each selected country, avoiding middlemen.

  4. Prior experience is critical. For a startup, find an international partner, or hire a new team member who has don it before. As your company grows, this person should reside at corporate headquarters and report solid line to the head of international operations. In addition this person should report, dotted line, to product development or engineering. Ensure that the localization person is a good and patient communicator and is fully accepted by the engineering/development group.

  5. Measure the return versus the investment. There are literally hundreds of interesting locales in the world for every application, but not every one is a real market opportunity. Do your homework on potential, and then track the results, both with respect to incremental sales, as well as the costs of localization and maintenance.

There are many other pitfalls of poor localization practices, including high maintenance costs and costly delays in reaching attractive markets. Also, you must remember that localization costs are up-front costs, which must be fully funded before any incremental sales revenues.

I have personally implemented the above recommendations repeatedly. The most successful project resulted in release of localized products for all the major languages in Europe a few years ago within four weeks of US product introductions.


Today’s article is presented by one of the founders of our Startup Professionals team, Ernst H. Gemassmer. He resides on the West Coast, and has long helped entrepreneurs there, as well as providing turn-around assistance as interim CEO, and International coaching. You can contact him directly at .




  1. Well, we are facing with this issue right now. In current market there are lot of big players and it is very hard to grab your peace of cake. That's why we decided to localize our product so we could get those customers that really like to work with the tools in their native language.

  2. Many people, not just for software, but also for many online services face this issue sooner rather than later.

    Today if a product or a site is good and if it goes viral on social media, you will face this issue within days of launch.

    As you said, one need to plan and budget localization from the beginning. If one can't adjust quickly, others will pick up that market and then you will have hard time breaking in.


  3. Using one vendor for localization across languages can return reductions in cost, resources needed and time to market.

    The opposite can be true when you have to choose multiple vendors, one for each language. Coordinating the localization effort in each country individually doesn't make sense when there are companies out there who can do it for you.

    The downside to some of the big localization providers is that they tie you into their software or workflow and can be inflexible when the needs of a project shift.

    There are however a few select global localization companies who do things differently. They're not the cheapest and they're not the most expensive either, but they do deliver quality on time, on budget and always put the client first. I work for one of them.

  4. Depending on your budget, it's a great idea to invest in a software localization tools which can bring you an increase for sales plus more customers. If you can't decide about one particular platform, I recommend to read this article about pricing comparison between some of the best online tools. It's a good analyze with examples to help you make the right decision.

  5. To anyone involved in software localization projects, I recommend the collaborative translation tool
    It helps automate the workflow a lot.