Using a reseller for localization?
Software companies often approach the localization of their product by asking their international resellers to take charge of adapting their product’s user interface and support documents. There are pros and cons to this approach and what you decide depends on your own business model and risk aversion level.
Consider Complexity
Often, a resellers’ key business is selling, and that is what they do best. However, since localization is not their core business, they likely lack understanding of the complex technical aspects of the localization process and related linguistic issues, including localization testing standards. This can lead to a product with many undetected bugs–undetected until the software is out in the marketplace and the bugs are discovered by users.
Consider Cost
If an in-country reseller takes care of the localization, they normally pay for it too, so this can be an upfront cost savings. However, this upfront cost savings can actually cost more money for you down the line when, using different resellers around the world, you have less control of your company’s image and how it is presented around the world. Using different translation teams around the world leads to inconsistencies in your message. Using one vendor who oversees and organizes the localization process, with a consistent work and communication flow, minimizes this risk.
Consider Quality
It would seem that a reseller has a strong incentive to make sure the quality of the localization is good, however, this doesn’t always seem to be the case. Perhaps the reseller gets credit for selling your product in either the English language version or the localized version. This may lead to focus on getting sales of the English version out the door for immediate revenue, rather than on producing a high-quality localized version that will outsell the English one long-term.
Consider Professionalism
A native speaker does not a translator make. Resellers are more likely to use non-professional translators, or even in-house staff who normally have other jobs, such as sales associate or administrative assistant, who see localization as an afterthought or something to fit into their normally busy schedule. A localization vendor, on the other hand, will use professional translators and localization engineers who are subject matter experts and know how to create a consistent, high-quality user interface and related documentation. That’s their job!
When deciding whether to use an international reseller or a dedicated localization vendor to adapt your software products for overseas markets, keep these pros and cons in mind to help you make the right decision for your project.
Tags: Business Case, Localization
