A lesson by Hannah Leske.
As one of the world’s first action camera manufacturers, GoPro created a category-defining product for capturing and sharing immersive and exciting videos and photos. Recently, GoPro has bolstered its camera products with mobile phone apps for greater control, better usability, and visibility into camera usage data. It has also prioritized direct-to-consumer sales through its website. This year, the company is attempting to pivot away from its strategy of a single flagship camera to a lineup featuring multiple cameras for different types of users.
GoPro owners hail from all over the globe. The company offers official shipping to 70 countries, and repair services are available in nearly half of these. It’s crystal clear that the company needs a strong localization team to help reach their international consumers.
The localization program is managed by four individuals. Brody Phillips heads up a team of two other full-time localization specialists who oversee the website, firmware, and software localization, as well as a contractor who handles marketing localization.
We spoke to Marina Lee, head of website localization, for this Lesson in Localization.
Team responsibilities are aligned with distinct silos: each localization expert is in charge of localization processes for a specific vertical.
Vendor responsibilities are determined by task: one vendor manages linguistic work while another handles quality control processes.
A unique TMS solution allows each localization expert to work with the systems that best suit their needs.
Digital marketing agency Dataduck specializes in advertising campaigns for a unique range of products. Their clients are primarily from fintech, so stock trading and cryptocurrency are services and products these folks know all about.
LELO is one of the world’s top designers of intimate lifestyle products and its sister company, Intimina, offers products and services which are focused on intimate female health.
On October 11, 2022, Google announced the launch of a new AI-powered cloud service called Translation Hub. The announcement instantly made waves in the language services industry and beyond, so Nimdzi took a closer look to see what’s really behind the new offering from the tech giant.