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Global Mobile Marketing Starts With Localized Apps

By SiliconIndia   |   Thursday, May 31, 2012
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Bangalore: One in every seven of world?s population owns a smart device says an IDC(International data corporation) report.

Brazil and China, the emerging markets are particularly key, with companies scrambling to reach consumers in these spaces. Companies should be aware that a one-size-fits-all approach will be unproductive in establishing a presence.

Companies should create localized apps in order to increase specific customer bases. In order to do this they must have a strong localization strategy. The below mentioned four things are to be considered when getting started.

1. Translation of Content Appropriately:
Here the content should be translated into the language of the target market. And need to work with language professionals who can best identify regional dialects or slang terms that will resonate with the intended audience. Language experts will essentially keep things from getting lost in translation or cultural blunders from happening.

2. Content Localization:
Companies should have to localize their apps to the standards of each regional market including cultural nuances, idiomatic expressions, images and the layouts of mobile pages. The key focus is to provide a 'local' experience for target market consumers.

3. OS Determination:
Localization of apps for platforms, like iOS, Android, BlackBerry and Windows, depends very much on the target market. In China Samsung holds the largest market share, with Apple coming in fifth. To research this, particularly if business must prioritize apps for specific platforms. Doing this will also help identify the necessary post-localization testing, verification and workflow creation. A consultant can help identify which platforms are ideal to focus on in each country.

4. Test:
Businesses must be sure to test apps on each platform for which the app is localized, in addition to the main mobile browsers. The testing process will show how an app works on various operating systems, and ensure consistency across all of them.

Experts on Marketing
Shyam  Sekar S
Senior VP
TaurusQuest Global
Market Analyst
Dart Consulting
Aditya  Sarna
Product Manager
LetsGoMo
Satrajit  Sen
director
tripod entertainmet
Ashok  R
HR
Agile Force
Subhasish  Dalal
Training Manager
ICICI Prudential
Surajit  Das
Relationship Manager
Monster.com
Prof J P  Singh
Professor
IIMA
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