• Localizing your app to new language markets is similar to creating a new product in one aspect: there is a big uncertainty whether the newly targeted users will like it or not. If you do not localize you may lose big market potential. If you localize blindly you may waste your time and money, but conducting a professional market survey is much more expensive than an app developer can afford.

    How to minimize all these risks? Lean Manufacturing and Lean Startup principles have the answer:

    “Lean thinking defines value as providing benefit to the customer; anything else is waste” [i]

    How to apply this principle to app localization to create value and avoid waste? The whole process must rely on real customer involvement.

  • No matter how you translate you are facing with issues:

    • Machine translation is cheap but provides poor quality.
    • Community translation is excellent but never finished.
    • Professional translation is faultless but expensive.
    • No translation is perfect but users cannot give feedback easily.
    All these statements are true at some level and they apply to app localization, too.
    The solution is to mix the translation methods by taking only the best from all. That’s what we call on-device progressive translation. How does it work?

  • The Total Available Market (TAM), the number of smart device users is growing fast. That gives us a chance to see some organic user base growth, but all the analysts are confident that is not enough to maintain a sustainable business on long term. We have to do more.

    To sell more most of app developers pour money and work on improving visibility and conversion rates within their Target Market. That’s not surprising – visibility and conversion rates are the home ground for marketing agencies, the territory where they feel safe to advise (and invoice).

    But there are a couple of other – less frequently mentioned – options to grow your markets: mostly “do-it-yourself” tasks with good chance to succeed. To refresh the terminology: 

    Mobile app localization total available market