App localization is falling behind user needs. While 3 out of 4 users do not speak English, most of the apps are available only in English. Innovating app localization with a disruptive approach mobilizing user contribution and technology can solve the problem.

1. APP LOCALIZATION
MORE LANGUAGE MORE USERS
VITYI PÉTER

2. Localization: Users Need v. Developer Targeting
Russian 12%
Italien 10%
German 14%
French 13%
Spanish 21%
Chinese 17%
English 85%
Targeted languages by app developers
2012 ( % )
15%
7 out of 10 app user
Does not speak English at all
1 out of 7 app developer
targeting only English language
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147
181
804
507
192
239
1,208
English knowledge of smartphone users
2012, 2014 (million)
native speaking non speaking growth
2014
2013

3. App Localization Statistics
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1 lang
74%
2 lang
10%
3 lang
3%
4 lang
3%
5 lang
1%
6-10 lang
3%
10+ lang
6%
Source: Transround research: 10,000+ Iphone app

4. Localization Effect on User Behavior
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I would prefer
more localized apps
: 75%
Happy with English
language apps:
20%
Happy with the apps
available in my
language: 5%
How important local language apps to you? Are you ready to pay for localized versions?
Yes
50 cent
27%
Yes
20 cent
13%
No
60%
Based on 1000+ user respond collected by
Application Language Survey app available on GooglePlay

5. App localization Today: Traditional Approach
Annual revenue $
# languages
10
200
100,000 1,000
PC
market
ROI mobile app
ROI-languages
What will be the ROI ?
Estonian
Daily Money
Mobile app
market

6. App Developer Perspective
App localization is simply too complicated
Lot of effort on the developer side
“Core” development work is always prevails
UX, platforms, functionality improvements, financing
Slows down developments, adds complexity to change mgmt
Needs capital, unsure ROI
Localization is not enough, needs local marketing as well
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7. Impact of App Localization
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time downloads
Nativer - multilingual app 3 month 5
Nativer - apps in Turkish language 1 month 3700%
+Adwords campaign 1 day +80%
CPA 0,35
Turkish market, localized app, localized info on market

8. Innovations of Smartmobile Ecosystem
Distribution
Visibility, recovery
Monetization with ads
Revenue collection
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Helping developers with new innovations based on
technology and users
Analytics
Testing
User feedback
Localization

9. Disruptive Approach to Localization
Translation on the phone
Separate from app development
Utilizing community
Simple for users
Attractive cost to developers: free
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10. Solution Architecture
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Translation
backend
Developer
self- service
site
App and translation
inventory
App
Transround SDK
Transround-
Nativer
On-device
translator
app
App
Transround SDK
Machine
translation
Translation
memory
Bad word filtering
Voting and
approval
End user
HTML5
interface
App
Developer/ Publisher
App user
as Translator/ Reviewer
App User
Transround SDK
 Aspect Oriented Programming
with AspectJ
 No source code modification
 20 minutes integration time
On-device translation
 In-context quality
 Immediate visual feedback
Distribution
 Translation request
 On-the-fly localization download
 Language practicing

11. Demo
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12. Benefits
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Access to any language market
- Free
- No effect on development
- No additional cost on new
versions
App benefits
- More users
- More loyalty
- More interesting app

13. Next steps
Try it:
Download demo app from GooglePlay
Try translation on the phone:
Download demo app and select translation from the popup menu
Review the technology:
https://github.com/Transround/NativerSDK
Build it into your app:
Register on http://developer.transround.com
More information:
www.transround.com, info@transround.com
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