We often face questions from customers regarding the current trends of localization and internationalization. To summarize:

Question: What is localization?
Answer: Localization is the linguistic adaptation of a product for target markets of a language different from the source language.

Question: What is internationalization?
Answer: In short, internationalization is the functional adaptation of a product for foreign markets.

Question: So do you do it?
Answer: Yes, we do.

A classic example of localization can be seen in the computer software industry. From the earliest days of computing, the United States has been the leader in regards to software development. Localization was never a necessity in those early days, because U.S. software companies did not need to in order to gain market share. However, with the mass proliferation of personal computers, non-U.S. firms began marketing software and created a globally competetive market.

The ever-increasing availability of software produced outside of the U.S. finally forced these U.S. firms to either localize their products in foreign markets or lose a huge portion of the total market share. In effect, localization, and eventually internationalization as well, ceased being exotic practices and became necessities for survival. This, in turn, led to a mad rush toward product localization in all computer-related areas.

Localization, however, is just like any other phase of product development in that there are right and wrong ways of doing it. When it is poorly planned and executed, look for clouds on the horizon, because a storm is sure to follow.

A recent example of poor research and non-native proofing during localization is one of a major Japanese electronics manufacturer that decided to develop its own Internet browser. This browser was apparently not the most advanced in terms of technology, but it did have one very distinctive (and distinctively Japanese) feature–a cartoon mascot to appeal to consumers and add the element of fun to the product. The punchline is the motto this firm decided on for their Woody Woodpecker mascot: "Meet Woody, the Internet Pecker."

On the other hand, there are major success stories attributed to localization and internationalization, and not just related to retail or computers. Can anyone say MTV? Or Nike? Or The Body Shop? While there is no universal road to success with product localization, we at UniDoc believe that there are certain practices to follow that will enhance the marketability of your product in foreign venues. We have experience in a multitude of languages and cultures, and our specialization in computer software and technical manuals has been the reason major international firms turn to us for their overseas projects. They know that first impressions are crucial for success, and they rely on us to create those impressions. Contact us for more information, or a quote.