Only 15% of developers localize their apps to other language then English, while 70% of smartphone users does not speak English. The current app localization model is outdated. It's time to renew app localization technology, process and business model. As a result apps can be localized to any language for free.

1. App localization in a new way
Peter Vityi
Transround

3. 147
181
804
507
192
239
1,208
Smartphone users’ English knowledge
2012, 2014 (million)
native speaking non speaking growth
2014
2013
The app market language situation
2015.04.13. 3
Russian 12%
Italien 10%
German 14%
French 13%
Spanish 21%
Chinese 17%
English 85%
Language targeting by developers
2012 ( % )
15%
70% of users does not speak
English
Only 15% of developers
localize

4. The power of „native” language comfort
2015.04.13. 4

5. Why developers not localize more?
App localization is too complex
Lot of work for the developer
“Core” development task are always prevailing
UX improvement, new platforms, functionality, …
With localization development process slows down and gets dependent
Needs capital, unsure ROI
2015.04.13. 5

6. New, disruptive approach
Technology Process Business model

7. Technology
Dynamic Language Resource Management
In-app, on-device translation
Dynamic distribution

9. Process
Planning: x languages
Implementation
Supplier selection
release
translation
testing
SDK integration
release
Translation to
any language
Current: Transround:

10. Translation of
additional languages
Planning: y languages
Implementation
Supplier selection
release
translation
testing
Process: Additional Languages
Current: Transround:

11. Localization – new business model
Localization = Digital content Localization = User engagement
On user demand
Optimized by time, by cost
Machine, Community, Pro
Different financing options
Free, Subscription, Sponsored
Instant distribution
Vote – market research in real app
environment
Contribute – translation without
additional registration and tools
Feedback – reporting mistranslation with
one click

12. Solution Architecture
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SmartPhone Cloud service Website
Translation backend
Developer console
Developer.nativer.com
Developer Console:
 Language configuration
 Approval settings
 A/B testing
 Google Analytics
interface
 Account management
User features: Nativer SDK
 In-app translation
 One-click translation
download
 Language practicing
 Report translation issues
Translation backend:
 Machine translation
 Translation memory
 Community translation
 Intelligent version handling
App
Nativer
SDK

13. Why developers not localize more?
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App localization is too complex
Or
You think it’s not your business!
“Hi I think the whole idea of this is
sweet.
It seems to benefit more to end users
then developers. Of course above
statement from your post indicate happy
users will lead to more users using your
app. So to the developer it is that
intangible benefits. “
Quote from a developer

14. Summary
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Compete on all markets
- Instantly
- For free
- Stay free for new versions
- Not interfere with development
- Deliver the same user
experience as on home markets
- Less competitors
What you gain
- More users
- More loyal users
- More interesting app
- Better understand your users

15. Next steps:
Try it with your app:
In Android Studio IDE use Dynamic Resource Management plugin
Check the technology:
Go on Github and visit: Nativer SDK
More info: www.transround.com , info@transround.com
Visit us on the Transround booth
in the exhibition area
2015.04.13. 15