What are some key considerations for product localization and internationalization?
Product Management
Perspectives from experts about the questions that matter in Product Management
This article was an early beta test. See all-new collaborative articles about?Product Management?to get expert insights and join the conversation.
As businesses expand their markets across borders, they need to adapt their products and services to meet the needs and preferences of diverse customers. Product localization and internationalization are two related but distinct strategies that can help businesses achieve this goal. Localization involves adapting a product to a specific local market or culture, while internationalization involves designing a product that can be easily adapted to multiple markets or cultures. Both strategies can enhance customer satisfaction, loyalty and retention, as well as increase sales and market share. Here are some things product managers should consider as they develop their product localization and internationalization strategies.?
1. Customer research: Customer research is the foundation of any successful product localization and internationalization strategy. Businesses need to understand who their target customers are, what their needs and expectations are, how they use the product and how they perceive its value proposition. Customer research can help businesses identify the similarities and differences among customers in different markets or cultures, and how they can leverage or bridge them. It can also help businesses prioritize the markets or segments that offer the most potential or demand for their product, and allocate their resources accordingly. Surveys, interviews, focus groups and usability testing are all options for conducting customer research.?
2. Language and culture: Language and culture are two critical factors that influence product localization and internationalization. Language refers to the verbal and written communication that the product uses to interact with the customers, such as the user interface, the content, the instructions and support. Culture typically includes values, beliefs and norms that shape the customers' attitudes towards the product. Language and culture can have a significant impact on the product's appeal, relevance and effectiveness in different markets or segments. Therefore, businesses need to ensure that their product's language and culture are accurate, and consistent for each market or segment, and avoid any potential misunderstandings or offense. This can be achieved by using professional translation or testing services, as well as by consulting with local experts or partners.
3. Technical and legal aspects: Technical and legal aspects are two of the less visible, but equally important factors that affect product localization and internationalization. Product managers should strive to understand the underlying systems and structures that enable the product to function and perform in different environments. Legal aspects should also be top of mind, such as a country’s specific laws, licenses and taxes. Product managers need to ensure that their product’s technical and legal components are compatible and scalable for each market or segment. Local experts or authorities may be good sources to consult when considering these factors.?
领英推荐
4. Organizational capabilities: Organizational capabilities are the resources, skills and processes that enable your business to execute and sustain its product localization and internationalization strategy. This often includes the people, budget and time dedicated to each effort. Product managers can stay organized by developing a clear product vision and roadmap, as well as emphasizing a customer-centric culture.?
Explore more
This article was edited by LinkedIn News Editor Felicia Hou and was curated leveraging the help of AI technology.
Finding local activation and launch platforms to create partnerships and campaigns could be a great strategy. Aligning your local PR campaigns with the right partners in the ecosystem could be a good way to go!