How to Take Your Business Global

We did the research, talked to our clients, and pulled together a how to take your business global white paper which you can download for free. Here are some key points from the white paper:

1. Did you know that ninety-six percent of the world’s consumers live outside the United States?

Reaching International Customers

 

2. International consumers account for nearly two-thirds of the world’s purchasing power according to the US Small Business Administration?

Selling to international customers

3. Only one-percent of American companies currently exports its products and services overseas.

How to reach international customers

Why aren’t American companies pursuing more opportunities abroad? Are you missing out on the global customer?

 

Our white paper, How to Take Your Growing Business Global, is a guide for growing businesses looking to take a bite out of the ever-growing global pie. Download your free copy today and let us know what you think.

 

When you’re finished finding out how to take your business global you can upload any file into our free translation quote tool and see exactly how much it will cost you to reach international customers.

 

Get a Free Translation Quote

 

 

 

5 Steps to Building Awesome Localized Apps

This article originally appeared in Business Insider.

Take These 5 Steps and Build Awesome Localized Apps

Transcreation:  The process of adapting a message from one language to another, while maintaining its intent, style, tone and context.

Localized Apps

If you’re a mobile app developer or have a business with a mobile application, you’ve likely already put hundreds of hours into building, testing, and launching your app(s). With all of that time and energy invested into your application, why aren’t you translating your application in order to maximize your global exposure?

We are in the midst of a mobile app explosion. Here’s a look at what the research firm Gartner is projecting in the mobile app market:

Table 1. Mobile App Store Downloads, Worldwide, 2010-2016 (Millions of Downloads)

mobile app localization

Source: Gartner (September 2013)

When drilling down past this global data and looking at specific countries, more nuanced trends emerge. App Annie reports that Japan has surpassed the U.S. as the number-one country in app-generated revenue. Simultaneously, the BRICS—Brazil, Russia, India, and China—made formidable gains in app downloads, setting the stage for strong future revenue growth in multiple languages.

At the end of last year, Google Play announced translation services for Android developers.  Here are three highlights from Google:

  1. Zombie Ragdoll combined app translation with local marketing campaigns. In doing so, they found that 80 percent of their installs came from non-English-language users.
  2. Dating app SayHi Chat expanded into 13 additional languages and saw 120 percent install growth in localized markets and improved user reviews of the professionally translated UI.
  3. The developer of card game G4A Indian Rummy saw a 300 percent increase with user engagement in localized apps.

When parsing through the global data and looking at these three examples, it becomes clear if you’re only distributing your app in one language, you are missing out on a large portion of potential consumers. Here’s how to take your app global and ensure that your hard work is getting the respect and recognition it deserves.

1. Set Clear Goals

Before you dive into the world of translation, figure out what your goals overall are. Mobile app developers generally want four things:

  1. More downloads
  2. Better app store rankings
  3. More revenue
  4. Continued user engagement

There are hundreds of ways to get to these goals, of course. Translating and localizing an app is only one of them, but it’s an increasingly important one. Once you’ve weighted how important each of these categories are — i.e. we’re only focused on downloads or we’re predominantly focused on revenue — you’ll be ready to start setting clear consumer targets and build strategies to have consumers find you.

2. Set the Strategy

If localization is on your goal list, the next step is to set a clear strategy in terms of target market. Ask yourself these questions:

  • What markets do we want to enter?
  • What languages are needed?
  • What content within our app will be translated?
  • Who will handle the actual translation?

Certain apps fit into certain markets better than others. The Wall Street Journal reported that China was the largest market for Fotopedia, a company that makes photo travel magazine apps — representing 20 percent of visits (compared to just 14 percent from the U.S.). Just three years before, China was their 10th biggest market. Today they operate in 10 languages, including simplified Chinese.

3. Get Found

By the end of 2014, ITU predicts there will be nearly 3 billion Internet users worldwide. Between English, Spanish, and Chinese, you’ve covered more than 50 percent of the global online population. Add in 10 more of the world’s most popular languages and you’ll have 90 percent of the world’s online spending power covered.

To boost your chances of tapping into these growing online markets, consider appeasing search engines and app stores by taking these four steps:

  1. Generating quality content that is culturally sensitive
  2. Utilizing relevant key words in the local language
  3. Gaining positive reviews that are relevant to the app store reviewers
  4. Listing all relevant languages and app features

Once you’ve found your consumers and they’ve found you, you’ll need to have your app translated and localized to ensure you maximize user engagement and don’t lose users.

4. Streamline Your Translation

Updating any app can be challenging. Updating a multilingual app can be an even larger challenge — one that requires adaptability and integration. When transcreating app experiences for our clients, we focus on three things: the strings and remove the executable code, the context of their app, and delivering clear instructions to the translator — nobody is a mind reader.

We did this for Baby Chords, an app that arranges notes so that music is very easy to play. By helping them expand into more than 10 languages, Baby Chords is now gaining customers from all corners of the globe.

5. Don’t Settle

Whether you decide to translate your app internally, through a translation agency, through crowdsourcing translation platforms, or through machine translation, you’ll need to revisit your initial goals and determine the level of quality you’re looking for — and how much you’re willing to pay.

Remember that app localization is just the tip of the iceberg. When you’re selecting a translation provider, be sure that they can help you translate other modes of communication — confirmation emails, fulfillment for in-app purchases, translation of newsletters, localization of websites, etc. — or at the very least advise you on how to navigate ensuing language barriers, so that you can truly capture the attention of the users you’ve been missing out on thus far.

I’ve written about transcreation and translation pricing in the past, and would interested to hear your thoughts on these two topics as they relate to mobile app translation. Feel free to email me directly at ryan.frankel@verbalizeit.com or leave a comment below. You can also signup for VerbalizeIt and upload any file to get a free quote and see exactly how much it will cost to have fully localized apps in any language.

Ryan Frankel
Co-Founder and CEO
@rvfrankel

Delivering Enterprise Translation at New York Enterprise Technology Meetup

Last night we were fortunate enough to present to the New York Enterprise Technology Meetup Community at Cooley’s Offices here in New York City.  After seeing some impressive demos from CrowdProcess, nodejitsu, bitglass, our COO and co-founder, Kunal Sarda walked the audience through the VerbalizeIt platform and demoed our professional video transcription and translation work with Vimeo.

Enterprise Translation

Below are a series of questions we received from the audience around enterprise translation, and how our translation platform works, and how we ensure quality translations.

Q: What kind of a marketplace are you?
A:  We are a curated marketplace of vetted translators and interpreters working in a quality-controlled environment. By setting the marketplace parameters, we can also set an equitable price and deliver quality translation work to all of our clients.

Q: How do you ensure and guarantee enterprise translation confidentiality?
A: On the translator side, we have NDAs that ensure confidentiality and our technology platform does not allow for copying and pasting. On the customer side, we also sign NDAs and ensure that all of our communications and projects are treated with the highest-level of confidentiality.

Q: How do you segment videos? Have you considered segmenting videos by voice?
A: We currently segment videos by timestamp and are working on segmenting videos by voice.

Q: How did you create such a robust translator and interpreter community?
A: We built our translator and interpreter community through hard work, word-of-mouth referrals, and a translator appreciation program that rewards translators for referring their peers to VerbalizeIt.

Q: Do you offer incentives for translators to keep up quality?
A: Yes. Our translators operate in a 360-degree feedback loop from VerbalizeIt community leadership, customers and continuous testing is used to ensure that we differentially reward the highest-quality translators, train high potential translators, and move out poor-performers. The result is a system with a high bar to entry, and one where the quality of our community consistently grows over time.

Q: Do you have translator feedback mechanism is in place?
A: Yes, absolutely. All of our translators are reviewed after every project both by clients and an expert translator. Our expert translators judge on speed, quality and contextual understanding and our clients judge on context, quality, and effectiveness.

Big shout out to the good folks at Work-Bench for running such an awesome event!

-The VerbalizeIt Team

P.S. If you’d like to learn more about our services and how we can help you engage with international customers, you can contact us today.

P.P.S. Here’s a quick video we made to address some of these questions and to convey how we help companies of all shapes and sizes go global.

What is Transcreation?

Transcreation: The process of adapting a message from one language to another, while maintaining its intent, style, tone and context.

The phrase has historically been used by advertising and marketing professionals looking to transfer the meaning of a message into a new language without losing intended meaning. Today, all different types of professionals are using the term including: product managers, project managers, c-suite executives, and public relations professionals.

The aim of a transcreated message is to successfully evoke the same emotions and contextual relevance in the new language as the original or source language. This includes words, graphics, video, audio, and cultural nuances.

There are a series of terms with similar meaning:

‘creative translation’
‘cross-market copywriting’
‘international copy adaptation’
‘marketing translation’
‘internationalization’
‘localization’
‘cultural adaptation’.

All of these can be boiled down to taking the essence of a message and re-creating it in another language or dialect. Some companies have done this well and has Business Insider pointed out in The 11 Worst Foreign Ad Translation Fails some companies don’t transcreate quite as well as they should.

-Ryan Frankel
Co-Founder and CEO
@rvfrankel

What’s the right price for translation services?

Ever find yourself asking, “what’s the right price for translation services?” If so, you’re not alone. Pricing translation services isn’t easy, if it was, you’d see universal pricing across the industry. That’s simply not the case.

The range from price per word can go as low as free—think machine translation services like Google Translate or Bing Translate—to as high as $0.50 per word—think large call center or traditional translation agency.

Depending on your company’s appetite for translation, you’ll likely want to test out a translation agency’s capabilities through a translation pilot project or by looking at their client case studies (here are some of our translation customer success stories).

After thousands of data points from the market, here’s how we decided to structure our pricing and why.

1. No monthly translation commitments

Your company’s need for translation services might vary. We serve clients that have monthly, weekly, and daily translation needs, to companies translating content a few times a year. Offering no monthly translation commitments gives our clients the flexibility to access our vetted translators when they need to.

2. Simple, pay-as-you-go translation pricing

Similar to our client’s desire to avoid monthly commitments, we shifted to simple, pay-as-you-go pricing to help clients submit content with no minimum threshold. This has helped us embrace clients in various stages of the translation process without overcharging for work they don’t need. By breaking down translation projects on a per word and per minute scales and offering volume based translation discounts, we’re responding to our client’s call for a simpler translation-pricing model.

3. Built-in translation economies of scale

Your company should be growing. Scaling shouldn’t be difficult and it shouldn’t cost you more. We heard this time and time again from our clients. Because translation pricing is so varied and can be difficult to understand, companies often get punished for growing or entering new markets. We think that’s unfair and counterproductive. If you’re scaling, we want to scale with you and the translation price should be decreasing not increasing as your company grows.

Before you even start to think about translation pilots, look for instant translation quotes. Nobody deserves to get surprised by additional fees. You should know upfront what you are going to pay for having your content translated.

Our answer to:
“what’s the right price for translation services?”

what's the right price for translation services?

And for translators, Corinne McKay of Thoughts on Translation wrote a good blog title, “What is ‘the right rate’ for your translation services?” last year about understanding the industry and how rates work.

Good luck translation shopping!

-Ryan Frankel
Co-founder and CEO
@rvfrankel

How Our Translation API Works

Our mission is to enable better universal communication for businesses and individuals. We measure our success by this fact. Communication is an essential aspect of life, and language barriers should never be an impediment to quality communication.

We use a translation technology platform to connect those in need of translation with our global community of human translators. Because we’ve invested in translation technology tools like translation memory and quality assurance, our translation API becomes a natural extension of our platform. Here’s how it works…

With one request a translator will translate your conent. Translate words, sentences, or paragraphs for any purpose. A real person will translate your text and return it to you in 24 hours.

How our translation api works