Targeting and expanding into new markets brings unique challenges, particularly in connecting with culturally diverse audiences. This is where internationalisation and localisation play vital roles. Localisation and internationalisation are often confused and used interchangeably. However, these are two distinct processes that help businesses connect with a diverse audience. While they are often mentioned together, these processes serve distinct purposes that are equally important for global success.
Internationalisation ensures a product or service can adapt to global markets, while localisation makes it feel tailor-made for a specific audience. For Indian businesses, where linguistic diversity is vast and customer expectations are highly localised, these strategies are critical. Tackling linguistic and cultural diversity effectively can unlock immense growth opportunities. Employing both internationalisation and localisation ensures a strategic approach to entering and thriving in varied markets.
This blog unpacks the differences between localisation and internationalisation, their benefits, and how to use them effectively in your business strategy.
What is Internationalisation?
Internationalisation (commonly abbreviated as i18n) is the process of preparing products, services, or systems to be adaptable to various languages, regions, and cultural norms. This step occurs during the design and development phase, creating a foundation for localisation efforts. It creates a foundation for effortless adaptation to global markets. Think of a mobile app designed to handle diverse date formats, currencies, and languages without needing separate versions. This is the essence of internationalisation. For instance, an internationalised website might include features such as currency converters, multilingual support, and a flexible layout that accommodates different text directions, such as English (left-to-right) and Urdu (right-to-left).
How Does Internationalisation Benefit Businesses?
- Cost Efficiency Implementing internationalisation strategies early can lead to significant cost savings. By designing products adaptable to various markets from the outset, businesses can avoid the substantial expenses associated with retrofitting products for new regions. This proactive approach reduces the need for extensive redevelopment, translating to financial efficiency.
- Faster Market Entry A well-internationalised product streamlines the process of entering new markets. For instance, Indian firms with robust internationalisation frameworks have been able to expand their global presence more rapidly, capitalising on emerging opportunities without the delays caused by product modifications.
- Improved User Experience Catering to a global audience necessitates features like multi-language support and adaptable user interfaces. Businesses that prioritise internationalisation can offer a seamless user experience across different regions, enhancing customer satisfaction and loyalty.
- Future-Proofing Internationalisation prepares businesses for scalability and adaptability in an ever-evolving global market. By building flexibility into their products and services, companies can respond swiftly to international trends and demands, ensuring long-term relevance and competitiveness.
Tips for Effective Internationalisation
- Adopt Unicode Standards
Ensure text encoding supports multilingual scripts such as Hindi, Arabic, and Mandarin.
- Design for Flexibility
Avoid hardcoding text; instead, use external resource files for language data.
- Think Beyond Text
Consider cultural nuances in icons, colours, and layouts to appeal universally.
- Leverage Automation Tools
Tools like machine translation can simplify an initial implementation.
What is Localisation?
Localisation (l10n) is the process of adapting a product or service to a specific market’s cultural, linguistic, and contextual needs. Unlike internationalisation, localisation happens after the product is developed and focuses on personalising the experience for a target audience. For example, Netflix’s interface in India includes regional languages like Hindi, Tamil, and Bengali, catering to diverse viewers. This is localisation at work. For more such examples on localisation, click here.
Benefits of Localisation
- Enhanced Customer Engagement
Localisation fosters deeper connections with customers by respecting and reflecting their cultural and linguistic preferences. A survey indicated that over 70% of Indian consumers are more likely to engage with brands that offer content in their native language, underscoring the importance of localisation in building customer relationships. - Higher Conversion Rates
Tailored content that resonates with local audiences can significantly boost conversion rates. Businesses that invest in localisation often see increased sales and customer acquisition, as products and marketing materials align more closely with consumer expectations and cultural nuances. - Competitive Edge
In diverse markets like India, localisation enables businesses to stand out by offering personalised experiences that competitors may lack. This differentiation can be crucial in gaining market share and establishing brand loyalty among local consumers. - Cultural Relevance
Demonstrating cultural sensitivity through localisation enhances a brand’s image and acceptance in the target market. By aligning products and messaging with local customs and values, businesses can build trust and credibility with their audience. - Market Accessibility
Localised products can penetrate regions where language barriers might otherwise impede market entry. By adapting offerings to meet local language and cultural needs, businesses can access previously untapped markets, driving growth and expansion.
Understanding what is localisation and incorporating these strategies not only facilitates smoother entry into new markets but also enhances overall business performance by aligning products and services with the specific needs and preferences of diverse consumer bases.
Tips for Effective Localisation
- Work with Experts
Collaborate with local translators and cultural consultants who understand regional preferences.
- Customise Visuals
Ensure imagery, colours, and symbols align with local traditions.
- Use Local SEO
Optimise content with regional keywords for better visibility.
- Iterative Testing
Test localised content repeatedly with native speakers to identify and fix cultural or language issues, ensuring it resonates with the audience.
Why Localisation Is Essential for India?
With over 650 million internet users, India represents a massive, linguistically diverse market. Approximately 90% of these users prefer consuming content in regional languages, making localisation a non-negotiable for businesses aiming to succeed.
Localisation Vs Internationalisation: Key Differences
Aspect | Internationalisation | Localisation |
Definition | Preparing a product to support multiple languages and cultures from the outset. | Customising a product to meet the unique needs of a specific region or market. |
Focus | Laying the groundwork for adaptability. | Delivering personalised experiences tailored to cultural and linguistic preferences. |
Implementation | Embedded during the initial design phase. | Applied after the product is created, with adjustments for specific audiences. |
Cost Implications | Upfront investment reduces long-term adaptation costs. | Involves continuous expenses for translation, research, and cultural customisation. |
Technology Usage | Uses tools like Unicode, resource files, and flexible formatting to accommodate global usability. | Relies on translation software, local SEO strategies, and cultural adaptation techniques. |
Localisation Vs Internationalisation: Final Thoughts
Successfully expanding into global markets requires a thoughtful mix of internationalisation and localisation. While internationalisation provides the foundation for adaptability, localisation brings cultural resonance, ensuring a meaningful connection with users.
At Reverie, we understand the nuances of creating multilingual experiences. Reverie’s Anuvadak, simplifies both internationalisation and localisation, enabling businesses to deliver relevant content across languages and cultures.
Ready to expand your horizons? Book a free demo with us today and explore how our solutions can transform your global strategy.
Faqs
What is internationalisation in simple terms?
Internationalisation involves designing products or content to support multiple languages and cultures without needing major changes.
How does localisation differ from translation?
Translation is converting text from one language to another, while localisation adapts content to fit cultural and regional specifics.
Why is localisation important for Indian businesses?
With India’s linguistic diversity, localisation helps businesses connect with customers in their preferred languages, improving engagement.
What tools simplify localisation?
Platforms like Anuvadak streamline localisation by managing translations, adapting content, and ensuring seamless user experiences.
What’s the first step in internationalisation?
Start by adopting universal standards like Unicode and designing flexible formats to accommodate diverse languages and cultures.
