Winning the Localization Race!
By R. Kevin Maryott, Solutions Architect, Globalization Group, Inc.

Translation is the engine for getting a product to the international market. But, like a sleek, top-of-the-line Corvette, more than an engine is needed to make things move. Your product has to purr, be aerodynamic enough to ensure market speed, and it cannot backfire. You need to localize!

Localization is a Corvette with all of the extras! Translation alone won’t drive your product to market at internet-speeds. Oh sure, you can get your product translated, but without a sleek body design, power brakes/steering, tinted glass and chrome, the ride to market will be rough and your product won’t turn any heads! Localization takes a translated product and gives it target market appeal; everyone will want to drive.

A classic example of localization failure is the Nova. When the Nova first hit Latin American streets, the manufacturer anticipated big sales, but no one wanted to buy a car whose name in Spanish means “no go!” This car needed localization.

In addition to localization, let’s get familiar with two more industry terms: internationalization and globalization. Think of internationalization as the fuel-injection system for a localized product. Making sure your product is internationalized before localizing gives the product the extra power needed to move quickly and efficiently throughout the project race, crossing the finish line first. Likewise, a globalized product has been planned with the world market in mind. A global product not only runs the Indianapolis 500 and wins, but also takes on the Lemans with record times!

When you prepare to localize, you begin the race with the finish in mind. A mechanic would never enter the pit without tools and team. The manager that localizes should always have an open line of communication, project metrics, risk planning and a simple, repeatable process to follow.

• Open communication is the project fuel-line; keeping communication open and free flowing maintains speed and efficiency. Dirt in the line can inhibit the project from running smoothly and will eventually cause a stalled engine.
  
  
• Metrics such as scope counts, service requirements and deliverables are all helpful to your localization supplier in providing project cost and time projections. These are vehicle schematics that allow you to make the right decisions up front.
  
  
• Preventative maintenance, or risk planning, ensures the fuel, water, oil and tire pressure are checked before the ride begins. You wouldn’t start a race unless all systems had been checked and were running smoothly.
  
  
• Assembly line precision is required in localization process. To ensure a quality, market-attractive product is delivered; the localization process must be simple, repeatable and detail-focused. And, just like an Owner’s Manual documents specific features and functions of an automobile, document your localization process so that it can be repeated, improved and tailored to the product at hand.
  
  
• When challenges arise, professional mechanics are available to help. Competent language solutions providers can take your sleek, sexy Corvette and ensure that same appeal is localized for the worldwide market.
  
  
• Remember, nobody wants to end up as a grease monkey; using these basics will keep your product localization running smoothly to the finish line.