19 Apr Using Localization Companies Can Be The First Step to Big Success(Last Updated On: December 27, 2017)
What is the role of localization companies: how do businesses become well-known?
They have to generate buzz and they need to get a good reputation among clients and users. Once they do this, word of mouth will take over and their products will become popular and if they are lucky, even go viral!
One of the ways that some companies are going about conquering the market for global success is the strategy of divide and conquer and by using localization companies.
While getting buzz going on the global market might be too big of a first step for many companies, getting the corner on a smaller market presents a more manageable first objective. Getting top page-rank on Google for some of the most popular English terms may be a very expensive and long-term project that is not practical to start with. Instead, many are finding smaller markets in which it is easier to get a sizable market-share or page rank and concentrate on these markets via localization companies.
One example of this strategy is the world’s viral-crazed video game, Angry Birds. The Finish company that produced the game, Rovio, used smaller markets such as Finland and Czech Republic as well as Norway, Denmark and Sweden, to gain top ranking and to show the game’s potential for profits. This gave them leverage to make deals with the big players like Apple (iOS) and Google (Android) which soon saw their game make it to number one.
For many companies, the comparatively small expense of translation and localization of a game into a new culture and language can pay huge dividends. The market for apps in English is so competitive that it can be too expensive to compete at a high level. Players who start in smaller markets with apps or games that are localized and translated well for that market will have two key elements: research figures showing the value and demand for the app and crucial operations experience of releases including financial management and fixing bugs in a time sensitive environment.
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