Behold, a new white paper from World Wind Writing for Lionbridge. The longstanding Massachusetts-based company wants new content strategy to push clients towards testing and QA, as the company is better known for translation and internationalization. In working with the client, I discovered that internationalization is in fact a key ingredient for success — but only when it’s done from the start. It turns out that building software that is ready to be translated and internationalized for multiple markets is the key to successful companies such as Finland’s Rovio, which clobbered both US and Japanese markets with a superior internationalization strategy. Indeed, I titled the report, “Why Internationalization is the Next Big Frontier in Testing.” This also had the advantage of building off the company’s strength and renown while pointing readers toward other services they might not consider from Lionbridge.
Because languages tend to be abstract to people (ever “turn off your brain” when you’re around foreign chatter?) but locations are not (if I say “Venice,” you immediately picture gondolas), I suggested to the client that we write a paper that took the reader on a tour around the world while discussing various internationalization blunders. She loved the idea. After a conference call with two testing centers in India and digesting reams of background presos, we had enough meat for a 1500-word, entertaining white paper that helps sell Lionbridge’s expertise while also educating about the strategic and quality values of internationalization — which most software companies consider an afterthought.
What’s more, the paper can be spun off into presentations or additional reports on each of the five mistakes. The global, non-US-centric format is perfect for a company that has a diverse clientele from around the world.
Here’s an excerpt:
ARE YOU MAKING THESE FIVE MISTAKES IN INTERNATIONALIZATION?
There are many reasons why technology vendors aim to reach markets beyond their borders. Some seek larger market share, knowing their software will need to be translated and localized into at least a dozen languages to reach nearly 90% of the global online market—and nearly 50 for 99%.
Others have no choice in the matter, given their own country’s size. For example, internationalization has been a major success factor for Finnish app companies, which are ahead of both American and Japanese app-makers in terms of long-term focus on internationalization and testing strategy.
Marketing concerns are paramount either way, given consumers’ increasing hypermobility. Successful companies, then, verify that brand and user experiences behave consistently worldwide, no matter the language or culture.
At Lionbridge, the success of our testing clients proves that internationalization presents an opportunity to not only become truly global, but build a better application in the process. Over the last 20 years, we have applied our intimate understanding of culture and business, as well as extensive in-market experience, to detail-focused quality assurance processes in localization. Today, this approach functions either in tandem with internationalization efforts or as part of a standalone service that encompasses every facet of quality assurance: from crowd testing or testing in the wild to dedicated teams, test labs, tools, and methods.
Rather than addressing how best to proceed with testing, it can be more productive to consider potential pitfalls. This whitepaper aims to address typical limitations our customers are challenged with when focusing on big-picture objectives, and appropriate solutions.
Below are two pages from the paper. Click here for access to the entire Lionbridge report, “Why Internationalization is the Next Big Frontier in Testing.”