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Localization is the term used when a product is introduced in another country. It is not simply about translating the instructions and the text on the package into the language of the country of destination; it is a way of marketing the product to the target audience in the country. Localization embeds the product in the language and culture of the destination country.
If localization has been successfully implemented, a Swiss or French buyer will have a product that they perceive as being developed and produced in their own country. The product may originate and be exported from the Americas, but the foreign buyer will assume that it is a product from their own country. The location is a tool that helps in the sale of the product.
A product must be very much in tune with the expectations of the target audience and those who influence it. To be successful, localization must pay careful attention to the age group, language and subculture of the audience, and the nature of the product itself. There are several factors to consider for a successful localization.
One of the most important people to consider in the localization process is the linguist. This person must be a native speaker of the destination country and a regional expert for that country. He or she must be aware of linguistic idiosyncrasies and cultural differences that may affect the localization process. For example, does the desired country have language-specific humor? Are there prohibited themes of sex and violence that may come into play when marketing computer games? The linguist must be aware of all these factors and know how to deal with them accordingly.
An experienced product manager is also required. You need to know the product and the industry inside out. This person should have an expert opinion on what will work with regards to product localization in a particular country and how best to use company resources to do so.
Experts should also be available to advise on differences in technical specifications from country to country. The main controls, passwords, etc. for a computer game they must be located in the specific country for which it is intended. Also, do not forget that the European power outlet system is different from the American system.
The location cannot be left to chance. Only a bank of expert staff can implement a successful localization strategy. You can change hundreds of things in the product, but there may still be one simple thing that you missed. Delays and errors are not only financially costly; They can ruin a company’s reputation.