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.
Pinterest is the inspiration to realization platform. It’s where you find and do what you love. With Pinterest, you can discover useful and relevant things that inspire you to do stuff. Founded in 2010, it began as a tool to help people collect the things they were passionate about online.
Plantix is a game-changing mobile app for farmers and agricultural workers that helps them diagnose and treat crop diseases, pests, nutrient deficiency problems, and more. There is a global Plantix community, too, in which users can share their knowledge.
Imagine this: you decide to expand your very successful and popular mobile cooking app to other markets across the globe. You want to reach a wider audience and maximize your return on investment. You start by contacting translators and localization experts to ensure your app’s content is accessible to audiences from different countries. But is that enough?
Edtech company Babbel offers a fun and convenient alternative to traditional language lessons with its interactive language learning app and live classes. Writing, reading, listening, and speaking are all integral to Babbel’s curriculum, which has been praised by students and professional critics alike.