Globalization translates a product from its native language and format (usually English) into foreign markets. Scorpion has the ability to efficiently position your product into locally acceptable formats usable in over 250 foreign markets.
As companies seek to expand their businesses, globalization is a natural route to follow. Most large companies derive over 50% of their revenue from outside their home country while only spending 1% of their revenue on globalization. This approach provides the client with offers you the competitive advantage of being first to foreign markets that your competition has yet to approach.
We are experienced in this process, specifically as it relates to the management of the product code base as new versions are produced and those changes need to be incorporated into all the other market versions. We have proprietary tools and techniques that maximize the re-use of previous translations up to 95%. We utilize a multi-step process:
• Internationalization (I18n): Identification of the locale-specific elements such as language, date format, currency and pictures, and separating these from the code logic
• Localization (L10n): Translating the now externalized locale specific elements into other market segments such as Chinese, Japanese, Spanish, etc.
• Globalization (G11n): Now that the product is acceptable for sale in other markets, your company will need to adjust its support model. Customer service, professional services, documentation, training, pricing models, reports, marketing, vendor relationships and contracts will all need to be adjusted to support a global marketplace.
Example: US Manufacturing Software Company
A large scale manufacturing software company (ERP) had achieved 50% market share in the US with their 20 year old English-only product. They faced tough competition for the remaining 50% market share and were faced with the choice of spending their strategic budget on gaining another 5% US market share or spending the same budget on globalization to increase global market share. They decided to go global and over a two-year period we were able to translate their product into more than 24 languages in 35 new markets. Due to the lack of competition in growing foreign markets, such as China, Japan, and Germany, they quickly matched their US sales increasing overall revenue by 100%. That’s 100 times the ROI of the original budget.
Q & A
Q: We have offices around the world. Our products are being used in other countries in our native language. Could going to this level of globalization still increase my revenues?
A: Yes. Though your product is being used in other markets in your native language, we have found that the customer base and utilization level can increase dramatically when the product is provided in native languages for three reasons:
(1) It is more user friendly and understandable
(2) Hiring staff in other countries that are bilingual can be an expensive burden on the client.
(3) If you do not localize your product, your competition soon will.