2. 2
AirWatch Industry Analysis - Localization in the Industry
DESCRIPTION
The localization industry is gaining more importance, as companies want to customize their
services, products, and marketing communications to local markets around the globe. This
involves the process of adapting a service and product to a particular language and culture, as
well as the desired local look and feel. The first process of enabling a product or service to be
localized and then localizing it for different audiences nationally is called globalization.1
Localization services may be outsourced to localization specialists and help companies bring
their products to the markets faster, but may lack the preciseness of the documentation due to
decreased communication with R&D and marketing staff as well as less interaction with the
actual products and services.
The market for localization services, according to the estimations of research firm Common
Sense Advisory, amounted to $31.4 billion in 2011.2
This report provides an analysis of AirWatch’s position versus its top competitors in terms of
offering globalized products and services.
AirWatch is situated in a very unique position within this industry. With an ever growing and
extensive localization team currently consisting of 34 members in 14 languages aimed to
globalize all products, marketing communications, documentations, and services, AirWatch is
able to reach a broader spectrum of its target audiences worldwide.
MAJOR COMPETITORS
AirWatch has six main competitors in the enterprise mobility management industry namely:
- Good Technology / www.good.com
- Maas 360 / www.maas360.com
- MobileIron / www.mobileiron.com
- Zenprise/Citrix / http://www.citrix.com/products/xenmobile-mdm/
- SOTI / www.soti.net
- Samsung KNOX / www.samsung.com/samsungknox/
COMPANY PROFILES
AIRWATCH
AirWatch is the global enterprise mobile management leader and has state-of-the-art enterprise
architecture and enterprise integration. Its solutions may be used stand-alone for unique BYOD
requirements or as a comprehensive, highly scalable enterprise-grade mobility platform and
offers support for all major platforms including: Android, Apple iOS, Blackberry, Mac OS X,
Symbian, Windows Mobile, and Windows Phone. As the largest enterprise-mobility
management provider in the world, AirWatch has over 1,000 employees with over 5,300
customers and 6 global offices located in the U.S., United Kingdom, Melbourne, India, and soon
in Singapore.3
3. 3
Currently, AirWatch has partial support and aims to have full support for the following 14
languages* for all its products, services, and documentations, aiming to support more languages
in the near future:
- Chinese
(Simplified)
- Chinese
(Traditional)
- Japanese
- Korean
- French
- German
- Italian
- Spanish
- Czech
- Turkish
- Russian
- Arabic
- Dutch
- Portuguese
AirWatch Website
- Support for all 14 languages*
AirWatch Marketing Documents
- Support for all 14 languages
AirWatch App Catalog
- Support for all 14 languages
AirWatch Self-Service Portal
- Support for all 14 languages
AirWatch Browser
- Support for all 14 languages
AirWatch Secure Content Locker
- Support for all 14 languages
AirWatch MDM Agent
- Support for all 14 languages
AirWatch Console
- Support for all 14 languages
* Platforms supported: iOS, Android, BlackBerry, Symbian, WinMo, WinPhone
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
AW Console
AW MDM Agent
AW SCL
AW Browser
AW SSP
AW App Catalog
AW Marketing Documents
AW Website
AirWatch
Number of Languages Supported
4. 4
GOOD TECHNOLOGY
Good Technology provides managed and secure enterprise mobility solutions. With their focus
on MDM and MAM they have their own mobile application platform, Good Dynamics, which
enables enterprise developers and independent software vendors to create secure mobile
applications.4
In 2009 Visto Corporation, provider of messaging services for mobile operators,
acquired Good Technology.5
In November 2012 BoxTone and Good Technology entered a
strategic partnership to delivery a complete Enterprise Mobility Management Tool solution.
Currently mobile solutions by Good operate over 200 carriers. 40 of the Fortune 100 currently
use Good Technology.
They currently have 24 offices globally, namely in the U.S., UK, Singapore, Spain, Sweden, South
Korea, Italy, China, Germany, France, Amsterdam, and Australia.6
* Good Website has full support for: English, German, and French
Spanish and Chinese only include one introductory page
** BoxTone for Good Console support for: English
No indication of any other language support
Good Website
- English
- German
- French
- Spanish (only 1 introductory page)
- Chinese (only 1 introductory page)
Good Marketing Documents
- English
Good Vault (Smartcards and microSD certificate details/leverage secure elements)
- English
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
BoxTone for Good Console**
Good for Enterprise (Agent)
Good Share
Good Prevue GE
Good Vault
Good Marketing
Good Website*
Good Technology
Number of Languages Supported
5. 5
Good Prevue GE (Secure Mobile E-mail and Collaboration)
- English
- Danish
- French
- German
- Italian
- Japanese
- Portuguese
- Spanish
Good Share (Secure File Sharing)
- English
Good for Enterprise (Agent)
- English
- Danish
- French
- German
- Italian
- Spanish
BoxTone for Good (full lifecycle MDM/Console)7
- English
No indication for any other language support
MAAS360 BY FIBERLINK
Fiberlink’s cloud-based offering, MaaS360, platform is an open, extensible, multi-tenant
platform that is offered to IT administrators as a SaaS application for securely managing
mobility.8
Their MDM secures, monitors, manages, and supports mobile devices deployed across
an enterprise. Fiberlink has more than 700 large and small clients and 300 employees.9, 10
They
currently have 24 offices globally, namely in the U.S., Germany, United Kingdom, and India.11
* Maas360 Web-based Management Console support for: English
No indication for any other language support
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
MaaS360 Console*
MaaS360 MDM (Agent)
MaaS360 Secure Browser
MaaS360 Marketing
MaaS360 Website
MaaS360
Number of Languages Supported
6. 6
MaaS360 Website
- English
- German
MaaS360 Marketing Documents
- English
Maas360 Secure Browser
- English
MaaS360 MDM (Agent)
- English
- Chinese
- Dutch
- French
- German
- Italian
- Japanese
- Korean
- Portuguese
- Spanish
MaaS360 Web-based Management Console12
- English
No indication for any other language support
MOBILEIRON
MobileIron provides cloud based mobile IT solutions to organizations. The company offers
mobile device management, mobile application management, mobile application security,
mobile device security, connected cloud SaaS mobile device management, smartphone
management, application delivery network, mobile information technology management,
enterprise application storefront, mobile activity intelligence, and support for various platforms.
They have 200+ employees and currently have 9 offices globally in the U.S., Germany, United
Kingdom, Japan, China, Singapore, Sydney, and India.13
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
MobileIron Console**
MobileIron Mobile@Work
MobileIron Web@Work
MobileIron Sentry
MobileIron Marketing
MobileIron Website*
MobileIron
Number of Languages Supported
7. 7
* MobileIron Website has full support for: English
French, German, Italian, Japanese, Korean, Simplified Chinese, and
Spanish only include one introductory page
** MobileIron Multi-Tier Management and Reporting Console13
support for: English
No indication of any other language support
MobileIron Website
- English
- Japanese
- Korean
- French (only 1 introductory page)
- German (only 1 introductory page)
- Italian (only 1 introductory page)
- Simplified Chinese (only 1
introductory page)
- Spanish (only 1 introductory page)
MobileIron Marketing Documents
- English
MobileIron Sentry
- English
MobileIron Web@Work (Internal web content without VPN connection)
- English
- Spanish
MobileIron Mobile@Work (Agent)
- English
- Chinese
- French
- German
- Japanese
- Korean
- Portuguese
- Spanish
MobileIron Multi-Tier Management and Reporting Console14
- English
No indication of any other language support
CITRIX/ZENPRISE
Zenprise provides secure mobile device management. Their services are offered on-premise,
public cloud, or hybrid cloud deployments. In December 2012 Citrix acquired Zenprise and
integrated their mobile device management solution with Citrix CloudGateway and Me@Work
solutions for managing mobile apps and data.15
Citrix has approximately 7,000 employees,
servicing around 2,300 organizations worldwide.16
8. 8
* Citrix Me@Work Mobile Apps include: @WorkMail and @WorkWeb (secure access to email,
calendar, contacts, and internal corporate web), GoToMeeting (integrated mobile collaboration,
including audio video, and screen sharing), ShareFile (secures follow-me data across mobile
platform), Podio (social team collaboration tool) 17
Most likely global language support, no official announcement presently
** Citrix XenMobile MDM is a remote management console featuring role-based management,
configuration and security for corporate and employee-owned devices with IT capabilities such
as provisioning policies, blacklists and whitelists, wiping, and compliance enforcements.
Most likely global language support, no official announcement presently
Citrix Website
- English
- Chinese (Simplified)
- Chinese (Traditional)
- Czech
- French
- German
- Italian
- Japanese
- Korean
- Polish
- Portuguese
- Russian
- Slovakian
- Spanish
Citrix Marketing
- Support for all 14 languages
* Most documentation translated – majority of consulting services documentation not
supported in other languages
Citrix CloudGateway (Provisioning and controlling apps, data, and devices)
- Support for all 14 languages
Citrix Me@Work Mobile Apps
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Citrix Me@Work Mobile Apps*
Cloud XenMobile MDM**
Citrix CloudGateway
Citrix Marketing
Citrix Website
Citrix
Number of Languages Supported
9. 9
Citrix XenMobile MDM (Enterprise mobile device management)
- English
Expected future support for all 14 languages, no information released
Citrix @WorkMail
- English
Expected future support for all 14 languages, no information released
Citrix @WorkWeb
- English
Expected future support for all 14 languages, no information released
Citrix GoToMeeting
- English
Expected future support for all 14 languages, no information released
Citrix ShareFile
- English
Expected future support for all 14 languages, no information released
Citrix Podio
- English
Expected future support for all 14 languages, no information released
SOTI
SOTI offers MDM solutions to over 10,000 customers and enables organizations to empower
enterprise mobility through support for corporate-liable and BYOD policies. Their solution offers
advanced remote control, corporate security, multi-platform support, scalable deployment, and
enterprise architecture.18
Founded in 1995 and based in Canada, SOTI is a relatively small-sized
company between 51-200 employees and has three offices namely in Canada, United Kingdom,
and Australia respectively.19, 20
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
SOTI MobiControl
SOTI MobiAssist*
SOTI MobiScan**
SOTI Marketing
SOTI Website
SOTI
Number of Languages Supported
10. 10
* MobiAssist (Enterprise Remote Support)
No indication of any other language support
* MobiScan (Out of the Box Device Provisioning)
No indication of any other language support
SOTI Website
- English
SOTI Marketing
- English
SOTI MobiScan (Out of the Box Device Provisioning for Windows CE, Windows Mobile, Windows
Desktop, Android)
- English
No indication of any other language support
SOTI MobiAssist (Enterprise Remote Support for IT Helpdesks for Windows and Blackberry)
- English
No indication of any other language support
SOTI MobiControl (MDM and BYOD Management solution including application and Admin
Console)
- English
- French
- German
- Japanese
- Korean
- Spanish
SAMSUNG KNOX
Samsung’s enterprise mobile solution for work and play expands upon the SAFE framework by
offering a Container, a KNOX Android framework, a security-enhanced Android OS, TrustZone-
based integrity management and architecture, Samsung KNOX applications, and many more
features. KNOX could be a stand-alone solution, but will allow IT administrators to utilize
management console to further configure its features.21
Currently there is no localization
specific information available for Samsung KNOX, but global language support is expected in the
near future.
OVERVIEW
The following chart illustrates a summary all language data collected thus far in the report
organized by company, any relevant products or services offered, and the amount of languages
offered. The gradients only provide an indication for the different data (website, marketing,
different products by each competitor) collected and do not indicate any differentiation, but
rather a visual aid to determine how many languages are supported for all the various
documents, products and services by each competitor.
(PTO)
11. 11
COMPETITOR QUALITY ASSESSMENT
All of AirWatch’s localization language teams were asked to objectively evaluate the localized
language from various samples, obtained from applications and websites, from each competitor
and optionally provide some brief feedback.
The following criteria and scales were utilized to determine a good comparison:
I. Translation Quality Criteria
1 – Very poor, cannot comprehend message that is conveyed
2 – Fair, some significant mistakes but understandable
3 – Good, translation good with minor mistakes or lacking native tone (too close to
English)
4 – Very good, translation very good, but wording could be more polished
5 – Excellent, translation immaculate and perfect for native reader
II. Language User Experience Criteria
1 – Minimal localization presence, majority not localized/layout issues or adapted to
target culture
2 – Mixture of localized and non-localized content, no coherence between the
product and target culture as well as presence of a few layout issues
3 – Fully localized, perfect adaptation to reader’s target culture and no layout issues
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
AirWatch Good MaaS360 MobileIron Citrix SOTI
LanguagesSupported
12. 12
The following charts illustrate the scoring that was objectively established by every language
team applicable and varying for each competitor.
BR = Portuguese-Brazil, CHS = Chinese-Simplified, CHT = Chinese-Traditional, CS = Czech, DE =
German, FR = French, IT = Italian, JA = Japanese, KO = Korean, NL = Dutch
Translation Quality Assessment
Language User Experience Assessment
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Good MaaS360 MobileIron Citrix SOTI
BR
CHS
CHT
CS
DE
ES
FR
JA
KO
NL
RU
0
0.5
1
1.5
2
2.5
3
Good MaaS360 MobileIron Citrix SOTI
BR
CHS
CHT
CS
DE
ES
FR
JA
KO
NL
RU
13. 13
COMPETITORS QUALITY FEEDBACK
All language teams at AirWatch were given the possibility to optionally provide further feedback
for their scoring. Listed below are some of the main conclusions drawn categorized by
competitors.
Good
“…Good Quality translation overall with some minor stylistic issues
“…Some sentences could be cut in half to be understood better”
MaaS360
“…Translation on first screenshot wrong”
“…Initial page not localized”
“…Translation is excellent except one sentence that could be worded slightly better”
“…Translation is readable for end users, but is not fully localized”
MobileIron
“…Inconsistency and stylistic issues throughout”
“…Unnecessary capitalized letters, some words not translated, one sentence not making much
sense, poor choice of words”
“…Mixed English and translation in one page”
“…No consistency shown in which brand names are translated, some are translated and some
are not…Globalization issue shown on “Cannot connect to server” message”
“…Auto-populate email template is a 2 (mixture of localized and non-localized content)”
“…Some grammatical structures are missing/have incorrect pronouns”
“…40% of translation on the first screenshot is not translated, poor quality for end user
experience”
Citrix
“…Some spacing issues”
“…Minor globalization issues”
“…Desktop should be translated and it’s not… Translated word… sounds too weird”
“Log In and Meta title not globalized, menu contains separate item for US Government… not
relevant for native customers”
“…Translation is very good, no grammatical errors evident… Text can be more polished, as it
stands, it can be seen that this is a translation from English”
“…Content is well-localized but could be better… Several terms are transliterated rather than
translated… Word choice and sentence structure betrays English as the original language”
“…Tone can be changed from “market-pitch” to something more native”
“…Translation is very close to English, but fully translated”
SOTI
“…Sections are left in English, phrases are written with no punctuation, and language choices
are awkward”
“…Doesn’t follow the capitalization standards and there are issues with spacing”
14. 14
FINDINGS
What we can obtain from this report is how well AirWatch’s competitors fare in providing global
language support and how well they supply this feature to their international consumers.
Throughout the report it becomes exceedingly prominent that AirWatch not only provides the
most languages, but also has the most documentations, products and services, as well as the
website globalized and localized for its languages. As far as language support is concerned Citrix
will, with very high likelihood, catch up with AirWatch’s language offerings, but AirWatch has an
evident benefit in localizing its management console as well as continuing the process of
localizing all the user guides and manuals in all the languages. AirWatch also plans on expanding
its language support to 18 languages and more. Furthermore, upon objective evaluations
conducted by our localization language teams it is apparent that our competitors are having
multiple issues with the quality of their translations and localization issues, which may indicate a
lack of thorough quality assurance in their departments. AirWatch has and will continue having
a clear competitive advantage in constantly localizing and updating its user guides, manuals,
website, products, through its extensive and expanding localization team to improve the current
support and offer more language availability, targeting new markets.
