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The Benefits of App Localisation to Businesses in Wales


This article was submitted by Wolfestone 

Companies from all industries and of all sizes are creating apps to support their online presence. But the app marketplace is incredibly crowded and standing out can be difficult. App localisation is currently one of the most sought-after translation services as it is helping companies to stand out from their competition.

Over the last decade, smartphone usage has skyrocketed. Statista reports that in the UK alone, over 73% of the population now owns a smartphone. Globally, that number reaches just over 2.3 billion people. And with the internet becoming more and more accessible – Ofcom recently reporting that nine in ten Welsh homes and offices have access to 4G mobile – the time people are spending on their smartphones is rising rapidly.

The advantages of creating an app for your business are plenty. Smartphone users scroll through their list of apps multiple times every day. They’ll cast their eye over your app every day and you’re only a tap away. Through your app, you can really personalise the way you’re communicating with your customer. Use your app to share the very latest news from your business and offer tailored customer rewards and incentives.

Apps complement a company’s online presence perfectly, but getting your brand recognised across the various app stores is no easy task due to the amount of competition. As of March 2017, an estimated 2.8 million apps were available to choose from on the Google Play Store, and 2.2 million on the Apple App Store, globally – a figure that’s growing by the day. To gain those coveted downloads, then, you may need to consider localising your app to suit different global markets.

What Is App Localisation?

App localisation means tailoring your app to suit different countries and cultures. The process goes beyond simply translating the text of your app, it takes into account the context, image use and layout of your app. Even minimal details such as the time and date formatting, spacing for menus and website links are updated to make them appropriate for each region.

Communicating with a market in their native language can go a long way to enhancing your company’s global reputation as customers will greatly appreciate the time and effort and gesture. In Wales particularly, businesses can’t afford risking alienating first-language Welsh speakers by not offering their app in Welsh.

What Are the Benefits?

Companies with localised smartphone apps have seen fantastic results. First and foremost, by expanding the amount of languages available to customers, companies are seeing significant improvement in the amount of app downloads being generated. A previous study by Distomo showed that after getting their app localised, businesses experienced a 128% increase in app downloads, and these extra downloads brought a significant increase in revenue also.

But while download numbers are important, it is critical that you hold your customer’s interest and keep them returning to your app. In 2016, Localytics reported that, on average, a smartphone user will abandon an app after the first use 23% of the time. Building a top-quality app that is user-friendly, both in the way it operates and the way it communicates with users, gives both your app and your business a wonderful platform for success.

Be A Part of the Growing Global Trend

Every day, more and more companies are realising how important having a localised online presence is to the success of their business. Committing time and resources to app localisation shows to your clients that you’re serious about delivering a quality customer service, and this in turn will strengthen your customers’ loyalty and trust in your brand.

To see how your company could benefit from app localisation, or for any other translation services, contact Wolfestone.