Why is software localized and not just translated?
When it comes to localizing software and apps, it’s not just about adapting the user interface linguistically – it’s about much more. Ideally, the end product feels like a software solution developed specifically for the target country. To meet this standard, the following aspects in particular must correspond to cultural requirements:
- Number, address, time, and date formats
- Units of measurement
- Text size and font
- Character encoding system
- Currencies
- Colors and symbols
- Placement of visual elements
- Payment methods
- Data protection and copyright
Texts must be displayable according to the writing direction of the language, and the way information is conveyed must follow local conventions and legal requirements.
In addition to translating the software strings, app and software localization also includes translating the accompanying online help, technical documentation, and any webinars and training sessions. The approach to translating software therefore differs from pure word-for-word translation in many respects, and priorities are often set differently. It is a comprehensive process that requires a great deal of expertise across various areas. Software localization should therefore be well planned and carried out with the appropriate resources.
At Greatcontent, we rely on trained, native-speaking translators in the target country for software localization, just as we do for other types of translation. They not only have the relevant professional and linguistic expertise, but they also bring the necessary cultural knowledge to adapt your software for the target market in the best possible way.
5 reasons for software localization
Software localization is a time-consuming process that is often associated with higher costs than standard translations. So why should you choose this path?
1. Increase in international revenue
The more people who can interact with your product, the more will do so. As a 2020 CSA Research survey shows, the majority of consumers would not buy software that is not available in their language. People want to be addressed in their native language. If the barrier to entry is too high, your software can be as good as it gets – a theoretically inferior but localized alternative may have better chances in the market.
2. Better user experience and lower support costs
If your target audience can interact with your product as if it were native software from their cultural sphere, the features of your product take center stage. Through the improved user experience, you can reduce the number of potential support inquiries, thereby lowering your support costs. Users are also more likely to recommend your software or app if they feel personally addressed and catered to.
3. Larger target audience through global rollout
Some software products benefit greatly from so-called “network effects”: the more people use the application, the more attractive it becomes for new users to join the network. The critical mass for this effect can be reached earlier if software is rolled out globally and can become active in multiple target countries simultaneously.
4. Increased discoverability
Localized software or applications are ranked higher in the app store, for example, and are therefore easier for potential users to find. Users can also search for keywords in their own language and are thus more likely to come across your product.
5. International and local legal requirements
For certain applications, localization may also be necessary for legal reasons. This applies especially to manuals and accompanying technical documentation, which must be available to users in the local language.
Best practices for software localization
You may currently be focused on a regional rollout and haven’t yet thought about a global implementation. In fact, it can be a great advantage to plan this step from the early phases, thereby saving time, costs, and resources in the long term.
Here are our best practices to help you prepare for this step in the best possible way:
- Use consistent terminology in the source language for buttons, menu options, and features. For example, avoid using the same term for different functions or different terms for the same function.
- Pay attention to consistency in other text elements of your software as well. With thoroughly prepared terminology, you ensure an optimal user experience.
- Choose the character encoding system so that other writing systems (e.g., Arabic, Korean, Japanese, etc.) can also be displayed.
- Avoid embedding text in symbols or images, and ensure that all text elements remain editable at all times.
- Do not use more text in your software interface than necessary.
How does software localization work?
In the following, we briefly outline the phases that software or an app goes through in the localization process.
Phase 1: Feasibility analysis and format test
In the preparation phase, the first check is whether the software can be localized at all. The software or app must be able to make structural adjustments according to the requirements of the target country.
The terminology used in the application is aligned or created, ideally in a separate termbase. A pseudo-translation can provide insights into whether everything works at the technical level. For this purpose, the export files are filled with random texts and test-imported. Once all technical questions have been clarified and all necessary documents are available (export files, terminology, references), nothing stands in the way of localization.
Phase 2: Selection of the appropriate CAT tool and translation
The translators work on the texts in CAT tools specifically designed for software translation. Programs like RWS Passolo or Rigi can extract the texts to be localized from the surrounding formatting and metadata and display them to the translators. Translation instructions can also be included in the export file and are then displayed directly in the text as such – for example, whether a certain term should remain untranslated or whether different instructions apply to a string. At the same time, the translators are shown a real-time preview of the software interface. This way, they immediately see whether, for example, a length restriction has been exceeded or the text field needs to be adjusted for the translation. As in other CAT tools, a termbase can also be integrated in RWS Passolo, for example, from which the translators continuously receive input. Length restrictions by characters and pixels can also be set, with an automatic error message generated if they are exceeded.
Despite the preview mode, software localization is a particularly challenging task for translators. The texts are usually extracted without much context, and often many queries to the development team are needed to understand exactly what is meant. Let’s take the sentence “The data is being updated.” Although it sounds simple, it can be interpreted in two ways for translation into German. Does the sentence indicate that the data will be updated in the future (“the data will be updated”), or is it a status message of what is happening right now (“updating data”)? You see, it’s not quite that simple after all. Due to the high complexity of these assignments, they are often associated with higher costs and time expenditures.
Phase 3: Final test of the localized software
In the final testing phase, both linguistic and technical tests are carried out to check the translation and the final overall product for its functionality in the target country. Here it is particularly recommended to carry out the technical or functional tests on all versions offered for sale (desktop, mobile). Make sure that you have planned enough time for this process to be able to clarify any queries with the translators or developers.
