Does your business have a mobile strategy in place for your APAC marketing campaigns? According to recent research from MobiForge and Portio Research, more than half of the world’s mobile subscribers are in the APAC region. That figure is anticipated to grow to 54.3 percent by 2016.
Whether you’re trying to increase your mobile app’s adoption and engagement rates, or create mobile-optimized websites and products for this growing audience, here are a few things to keep in mind as you develop your APAC-specific localization strategies:
For companies with applications and software programs that are thinking of growing in new international markets, the Asia-Pacific market size alone validates it as a potentially profitable market, depending on the nature of your product or service. Creating localized content that targets users in this region—whether you’re thinking about users in China, India, or other Asian nations—is essential to attract dedicated customers. According to the Harvard Business Review, 9 out of 10 customers always visit a website in their own language, which is why translation is so important.
The Unique Mobile Challenge
Many Asian languages use an alphabet or characters that are different from English and other European languages. Because most mobile devices have smaller screens than computers, your translators may have more limited real estate to work with (although larger-screen smartphones are gaining popularity in China, for example). When determining how to best translate your app or website’s content assets into local languages, it is important to keep character limitations and display changes in mind. Other factors such as currency conversion and graphics styles are also important. Be sure you are taking context into account when planning your mobile content and image strategy.
Invest in Technologies and Processes That Streamline Translation
There are numerous factors to bear in mind when you translate websites and localize apps for Asian markets. However, there are several steps you can take to simplify the process. For one thing, you’ll probably want to consult local linguistic and cultural experts to ensure your content strategy takes all the right points into account—using translation software, all reviews and quality checks can be completed and managed through one, secure platform in the cloud, eliminating time-consuming back-and-forth and reducing the potential for errors. A technology-supported translation process can also help simplify the process of assigning, receiving, and vetting translations—especially useful when you are translating into many different languages at one time.
While a well-rounded mobile strategy requires more than just localization, efficiently translating your mobile content can have a huge impact on your APAC marketing success.
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