Going Global: Mobile App Localization Strategies to Win Customers and Drive Growth

Japan is known and revered for its culture of health and wellness, with life expectancy consistently among one of the highest in the world. In particular, the Japanese way of eating is much more mindful, focusing on small changes that make a substantial impact. In addition, intermittent fasting is the norm, with Japanese people finishing their meal by early evening, mirroring the 16:8 diet. 

This specialist knowledge of local trends, healthy habits, and Japanese dining etiquette was vital for Simple, a diet, weight loss, and fitness app looking to expand into new Asian markets.

But how do you capture prospective users for your fitness mobile app in a country that: 

1. Is known for its rich history of health and wellness traditions
2. Lacks a gym culture? 

Successful global expansion requires comprehensive research, cultural awareness, and a nuanced understanding of local trends and preferences. 

Of course, entering new markets can be daunting.

A survey of 2,000 business leaders globally, conducted by Censuswide for Phrase, shows that almost two-thirds of businesses found identifying and entering new markets challenging.

Language and cultural differences pose additional challenges; in APAC, 70% of business leaders cited identifying and entering new markets as challenging, and 60% specified language as a barrier to expansion.

And it’s not just about language but also understanding how to be culturally relevant.

The risk is that translated content loses the original meaning, but at worst, it could be irrelevant or even offensive to your local audience. 

Despite the challenges, when businesses take a leap and employ a strategic approach to market expansion, they open the doors to untapped potential, enabling their business to flourish.

In this post, we examine the business case for expanding into new markets and explore why a strategic approach to localization is critical for global success and international brand recognition.

The case for international expansion

Globalization is a strategic imperative; while expanding into new markets often requires a considerable investment of time and resources, it can also enable businesses to win new customers, capture competitive advantage, drive revenue, and increase profits.

Understanding that localization is a revenue driver is vital for business leaders presenting the business case for global expansion, as stressed by the Head of Content at PayPal, Salvatore Giammarresi, in an interview with language intelligence experts at Slator:

“The (quite literally) far-reaching task of globalization in most companies is neither driven by key enterprise-level business indicators nor with an eye on total ROI… localization and globalization are still not generally regarded as revenue drivers because they are not considered business assets. However, at PayPal, globalization is considered a business asset and a competitive advantage.”

Choosing the right market is vital for maximizing successful outcomes.

There are several factors that business leaders must consider, initially by analyzing market potential and assessing how closely the product or service aligns with local customer behavior and preferences.

A robust understanding of cultural sensitivity is critical as localization will impact market acceptance and the go-to-market timeline.

Case study: Simple app launches fitness platform in Japan

Extensive research (including analyzing competitors, user behavior, and local trends) is mission-critical for businesses seeking to maximize the benefits of global expansion, as the mobile app developer Simple Life found when the company targeted the Asian market for health and fitness.

Initially launching in Japan, the AI-powered health coaching app supports weight loss with daily personalized diet and fitness advice. 

Gathering insights into cultural differences, health and well-being trends, and the nuances of intermittent fasting was vital for a successful market launch.

As the app experience is highly personalized for individual users, prioritizing customer experience was critical.

Working with local native speakers and UX designers, Simple undertook comprehensive research by launching surveys focused on user behavior and preferences.

Armed with strategic insights, app developers formulated a meticulous strategy based on buyer personas, focusing on customizing the app for individual Japanese users. 

The implementation and execution of the app launch process often involve working with human translators and language experts to check the accuracy of the resulting content.

But for companies entering numerous new markets, technology platforms reduce the reliance on manual human-powered translation, enabling businesses to scale up their launch and maximize efficiency. 

Launching localized mobile games: Arabic app developer taps into emerging markets 

Building niche digital products for previously untapped markets is one of the best ways to acquire new local customers, boost sales, generate revenue, and deliver robust ROI.

Diversifying your customer base comes with the additional benefits of further stabilizing your business, as Jordanian mobile app developer Tamatem found when it focused on localizing mobile games for the Arab market. 

In 2013, the founder of Tamatem, Hassan Hammo, found that despite Arabic being the fourth most spoken language, most users were playing games in English as little Arabic digital content existed online.

After receiving seed funding, he sought to bring international games to the Arab world and invest in local developers to expand the appetite for Arabic digital games.  

Finding a niche in a crowded market for mobile games paid off, and investors seized upon the opportunity; as of February 2018, the Jordanian mobile games developer has acquired $3.4M in funding and has brought over 40 games to the Arab market.

Partnering with local app developers, Tamatem tailored globally popular mobile games for an Arab audience as Jawanna Sawalha, Communications and PR Supervisor at Tamatem, attests: 

“We worked with our partners in Bulgaria called Casualino to localize their card games VIP Baloot and VIP Tarneeb. Currently, they are both the number one card games in the region with more than 400,000 monthly active users.”

But launching in niche markets requires more nuance than simply translating copy, as successfully penetrating the Arab market demands understanding the local culture and regional customs.

Literal translations are a high-risk strategy as the content may lose its original meaning.

Sawalha continued:

“People in the Arab region love to consume content in their own language, and people are also very attached to their culture. If a game is not localized to become culturally relevant, some content might be culturally unacceptable and sometimes even insulting.

For example, when localizing one of our games, the original developer had named one of their characters after the name of the Prophet’s wife; in such a case, it is perceived as very insulting.”

Understanding the lingua franca, cultural nuances, and different regional dialects across the Middle East to deploy a locally successful mobile app can be laborious and costly, often requiring manual checks for accuracy.

However, with rapid technological advances in AI and machine translation, specialist localization platforms such as Phrase enable app developers to streamline and speed up the process. The Phrase Platform streamlines localization processes by leveraging AI to automate quality assurance, providing instant insights into translation accuracy and cultural relevance. This minimizes manual checks, accelerates the process, and ensures high-quality, contextually appropriate content that resonates with local audiences while saving time and costs.

No doubt, entering international markets comes with potential risks and challenges. However, businesses that seize the opportunity and invest in effective planning, research, and implementation with the right tools will beat the competition, fuel financial growth, and reap the benefits of a global market presence.