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Making your Apps International

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How to take your apps to a global audience. …

How to take your apps to a global audience.

Presentation by Filipe Samora at AppsWorld 2011, Olympia, London

Published in: Technology, Education, Business

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  • 1. Making Your Apps International Testronic Labs Filipe Samora - AppsWorld - 2011/11/30
  • 2. AGENDA1. Why Make Your Apps International?2. Prepping Your Apps for International Markets3. How to Make Your Apps International
  • 3. Why Make Your Apps International?
  • 4. Can’t Read…WON’T BUY!
  • 5. WHY MAKE YOUR APPS INTERNATIONAL? “Translation is not necessary. Don’t most people speak English anyway?” 11 out of 12 people worldwide don’t speak EnglishSpeakers of English as a foreign language feel more comfortable using apps in their native tongue which increases the chances of them buying these apps
  • 6. WHY MAKE YOUR APPS INTERNATIONAL?You might also be surprised to hear that English is third on the list, behind Mandarin andSpanish in terms of native speakers… List of top 10 languages by number of native speakers (2010) No. Language Native Speakers 1 Mandarin 845 million 2 Spanish 329 million 3 English 328 million 4 Hindi-Urdu 240 million 5 Arabic 206 million 6 Bengali 181 million 7 Portuguese 178 million 8 Russian 144 million 9 Japanese 122 million 10 Punjabi 109 million Source: Wikipedia
  • 7. WHY MAKE YOUR APPS INTERNATIONAL? While English is the top online language, it only reaches 26.8% of the online population. In other words, with your English-only website and apps, you’re ignoring 73.2% of the online population!2010
  • 8. WHY MAKE YOUR APPS INTERNATIONAL? Now, what would happen if you translated your website and apps into the other 3 top languages on the chart? By doing that, you would drastically improve your reach to 63.5% of the internet population. Simply put, that would more than double your available prospect pool!
  • 9. WHY MAKE YOUR APPS INTERNATIONAL?It is estimated that the worldwide smartphone application market will growto $15.65 billion and the number of smartphone users will increase to1 billion by 2013.
  • 10. PREPPING YOUR APPSFOR INTERNATIONAL MARKETS
  • 11. PREPPING YOUR APPS FOR INTERNATIONAL MARKETSEven if you aren’t thinking about releasing your app in multiple languages, youneed to ensure your app is ready to accommodate different languages. Thisprocess is known as internationalisation.Internationalisation should be step one in the design and development process of goingglobal. It involves setting up solid foundations so that your system architecture istranslation-ready, supportive of multilingual data, user interface and regionalrequirements. 1. Technical Component 2. Linguistic Component
  • 12. PREPPING YOUR APPS FOR INTERNATIONAL MARKETS TECHNOLOGY STANDPOINTEMBRACE UNICODEUnicode supports double-byte (Asian languages), special character sets (e.g., EasternEuropean) and bi-directional (right-to-left, e.g., Hebrew, Arabic).Unicode eliminates dependencies on byte values. It is a fixed-width, 16-bit character set,which enables it to capture more than 65,000 characters. That means that Unicode canrepresent scripts and symbols for writing text in nearly every language.
  • 13. PREPPING YOUR APPS FOR INTERNATIONAL MARKETS TECHNOLOGY STANDPOINTISOLATE TRANSLATABLE TEXT FROM CODETextual elements, e.g., GUI component labels or text messages that vary with locale,should not be hardcoded in the program. Instead they should be stored outside of thesource code and retrieved dynamically (JSON, PO, XML, XLIFF, etc.). This eliminates theneed to recompile your app for different languages.  Translatable text JSON file String ID Path to translated graphics
  • 14. PREPPING YOUR APPS FOR INTERNATIONAL MARKETS TECHNOLOGY STANDPOINT CHECK IF ALL YOUR CONTENT CAN BE TRANSLATED Pre-populate a built application with dummy translation automatically, according to applied settings, in order to detect implementation issues in the software, prior to starting the real translation phase. This process verifies that application’s GUI or functionality will not break with the translated text and examines whether the application can support special characters and text expansion.
  • 15. PREPPING YOUR APPS FOR INTERNATIONAL MARKETS TECHNOLOGY STANDPOINTPRESERVE LAYERED GRAPHIC FILES AND ORIGINAL FONTSBy doing so you will avoid additional costs during multilingual graphicsproduction. Supplying the translator vendor with only flat GIF/BMP/JPEG fileswithout original fonts will result in higher cost and reduced quality whenattempting to mirror source graphic output.
  • 16. PREPPING YOUR APPS FOR INTERNATIONAL MARKETS TECHNOLOGY STANDPOINT ALLOW FOR TEXT EXPANSION Bear in mind that most European languages expand by 25-50% from the English. Provide character space limits to the translators for strings that cannot be expanded in restricted boxes. Although you can resize your dialogs before after software translation before rebuilding the translated application, the process will be much more efficient if most of the dialogs and controls have sufficient size before translation.
  • 17. PREPPING YOUR APPS FOR INTERNATIONAL MARKETS LANGUAGE STANDPOINTTRY TO WRITE GLOBALLY It’s not easy to ask writers to stanch their creativeness, to drop slick jargon wording or to let go of comforting local references and instead, draft generic examples that resonate worldwide. However, if you’re aiming at going global, bear in mind that a lot of jargon, slang or local culture-specific references will not necessary translate into other languages / regions / cultures.
  • 18. PREPPING YOUR APPS FOR INTERNATIONAL MARKETS LANGUAGE STANDPOINTAVOID ABBREVIATIONSSome languages do not have abbreviations (e.g. Chinese, Japanese, Arabic) so avoidthem. Abbreviations are often an emergency solution for squeezing text into a crampedlayout. Consider adjusting the layout first. PLAN FOR RIGHT-TO-LEFT If your app will be released in Arabic or Hebrew, for example, plan for the layout to be reversed. Don’t assume that sentences can simply be flipped; this may cause usability issues as well as weird text display wrapping.
  • 19. PREPPING YOUR APPS FOR INTERNATIONAL MARKETS LANGUAGE STANDPOINTCREATE A GUIDE FOR TRANSLATORSYour translation suppliers shouldn’t have to guess what something means and you can’tafford to explain everything to them as translations go along. Create a guide thatprovides details on your project including a glossary of terms. If possible, work withtranslators who are already familiar with your subject matter.  Your objectives, what you are trying to achieve with your app  Preferred Style (formal/informal)  Target audience  Expressions / Messages to avoid  Contextual information for ambiguous strings  Screenshots of the App
  • 20. HOW TO MAKE YOURAPPS INTERNATIONAL
  • 21. HOW TO MAKE YOUR APPS INTERNATIONALTranslationReproduction of text in another language so that the meaning is still the same.LocalisationLocalisation involves taking a product and making it linguistically and culturally appropriateto the target locale (country/region and language) where it will be used and sold. SUSPENSION OF DISBELIEF
  • 22. HOW TO MAKE YOUR APPS INTERNATIONAL Three main approaches…1. Machine Translation2. Freelance Translation Suppliers3. Integrated Localisation and Testing Lab
  • 23. HOW TO MAKE YOUR APPS INTERNATIONAL MACHINE TRANSLATION
  • 24. HOW TO MAKE YOUR APPS INTERNATIONAL MACHINE TRANSLATION – PROS & CONSPROS: It’s cheap $$$$$$$$$$$$CONS: You get… what you pay for.
  • 25. HOW TO MAKE YOUR APPS INTERNATIONAL MACHINE TRANSLATION – PROS & CONS
  • 26. HOW TO MAKE YOUR APPS INTERNATIONAL MACHINE TRANSLATION – PROS & CONS
  • 27. HOW TO MAKE YOUR APPS INTERNATIONAL MACHINE TRANSLATION – PROS & CONS
  • 28. HOW TO MAKE YOUR APPS INTERNATIONAL FREELANCE TRANSLATORS
  • 29. HOW TO MAKE YOUR APPS INTERNATIONAL FREELANCE TRANSLATION SUPPLIERS – PROS & CONSThere are plenty of websites out there which allow you to hire theservices of freelance translators:
  • 30. HOW TO MAKE YOUR APPS INTERNATIONAL FREELANCE TRANSLATION SUPPLIERS – PROS & CONSPROS: You should be able to get better quality than Machine Translation Still a relatively cheap optionCONS: Uncertainty (you won’t necessarily know who’s the best translator to handle your job). Not every certified linguist can translate an app or a good sales pitch for the App Store. Translations will not be independently proofread Content will not be tested on the devices
  • 31. HOW TO MAKE YOUR APPS INTERNATIONALINTEGRATED LOCALISATION AND TESTING LAB
  • 32. HOW TO MAKE YOUR APPS INTERNATIONAL INTEGRATED LOCALISATION AND TESTING LAB – PROS & CONSCONS: It’s typically the most expensive option for localising your apps when you consider the entire package (translation + editing + testing on devices)PROS: You should get what you pay for
  • 33. HOW TO MAKE YOUR APPS INTERNATIONAL INTEGRATED LOCALISATION AND TESTING LAB – PROS & CONSA Lab should be able to: Provide a team of translators, proof- readers, editors and testers with proven experience in localising and testing apps Reduce translation costs by reusing previously translated content Create and maintain translation memories, terminology databases, style guides and query databases in order to ensure consistency Handle any last minute product updates in a cost-effective manner
  • 34. HOW TO MAKE YOUR APPS INTERNATIONAL INTEGRATED LOCALISATION AND TESTING LAB – PROS & CONSLabs will also provide you a projectmanager who is responsible for: Defining and providing a project plan for their internal team which consists of clear, written project instructions and milestones Examining, reviewing and preparing the source files for translation Appointing the best resources and ensuring the project runs in accordance to time, budget and quality requirements
  • 35. HOW TO MAKE YOUR APPS INTERNATIONAL INTEGRATED LOCALISATION AND TESTING LAB – PROS & CONS Resolving most linguistic and technical queries allowing you to focus in your core business Creating and maintaining multilingual glossaries, translation memories and style guides Acting as a "smoke detector" that senses early signs of deviation from the plan, which can affect delivery dates and project budget
  • 36. HOW TO MAKE YOUR APPS INTERNATIONAL INTEGRATED LOCALISATION AND TESTING LAB – PROS & CONSLast but not least, Labs will be able to test your appsWhy…testing???
  • 37. HOW TO MAKE YOUR APPS INTERNATIONAL INTEGRATED LOCALISATION AND TESTING LAB – PROS & CONSBecause you want to avoid comments like these… Slow and cheesy by ...E.Y.- Version 1.0.0 - May 12, 2010 The game is painfully slow to play. The registration process is very difficult, with many steps. Poor translation, typos galore. A sad waste of money. RUN AWAY! Nice avatars, awful app by ...C.S.- Version 1.0.0 - May 15, 2010 I suppose we could consider this app an open beta, and wait for the devs to go in. But (a) I doubt the company is eager to balance it on the fly and (b) no ones paying me to correct their app for them, or to deal with their faulty testing. Its just easier to delete it, and way easier to not download it in the first place.
  • 38. HOW TO MAKE YOUR APPS INTERNATIONAL INTEGRATED LOCALISATION AND TESTING LAB – PROS & CONSBecause you want to avoid comments like these… Come on! by ...P.B.- Version 1.0.2- June 12, 2010 This would be a pretty frikin awesome app if u would fix it! Every time I open the app I have to reload it cause it says no Internet connection and I have an Internet connection. Fix it and it would get a lot better reviews! Ugh!!! by ...L.K.- Version 1.0.1- May 21, 2010 DO NOT DOWNLOAD this app unless you have extreme patience for poor game play or they fix it. Not worth the free price, but it does have great graphics.
  • 39. HOW TO MAKE YOUR APPS INTERNATIONAL INTEGRATED LOCALISATION AND TESTING LAB – PROS & CONS1. Functionality Testing Interactive text input using different input locales Font independence Text handling in the UI Adherence to local standards: ensuring that time, date, currency, and numeric values can be entered, interpreted, stored, and retrieved according to the rules set by the user locale. Localisation-independent functionality: system errors, crashes, etc. Checking the overall usability of the UI. Compliance with system, input, and display environment standards.
  • 40. HOW TO MAKE YOUR APPS INTERNATIONAL INTEGRATED LOCALISATION AND TESTING LAB – PROS & CONS2. Linguistic Testing Verification of translation accuracy in context Checking for typographical errors Checking for overlapping, truncated or misallocated text Checking corrupted fonts Grammar checks (inaccurate sentence structure, incorrect gender, plurals, conjugation, or declensions) Assessment of cultural appropriateness Checking for culturally sensitive content Verifying whether corrections have been properly implemented Generating a final QA report
  • 41. Thank you! See you on Stand 103