A lesson by Hannah Leske.
Physical purchases and online downloads used to be the most popular ways to access music. Then, in 2006, two tech gurus from Sweden saw an opportunity to change the lives of music lovers forever, and the rest is history.
Spotify provides a platform for users to stream music, podcasts, and even videos from their mobile or desktop devices. Basic features are available for free, and a paid premium option exists for those who want the full experience.
Now the most popular music streaming app in the world, ahead of competitors such as Pandora and Apple Music, Spotify is a household name in over 90 countries and has 365 million active users every month. The company has also just completed an ambitious expansion into an additional 85 countries, which it expects will double the size of its global community by the end of 2021.
With such a focus on worldwide opportunities, it’s no wonder that the company takes localization seriously. Nimdzi spoke to Spotify’s localization manager, Martiño Prada Díaz, about the company’s localization program and its impact on Spotify’s global audiences.
A wide global reach that almost doubled within a single year, thanks to one mighty localization effort.
Looking inward, not outward: The localization team focuses its effort on educating and helping internal stakeholders, trusting that this will naturally flow into vendor success.
A new, simpler supply chain that relies on just two vendors with their own distinct responsibilities.
Bringing localization evangelization in on day one: Martiño hopes to increase awareness of the localization program by introducing training about localization best practices in the earliest onboarding stages.
Dennemeyer is one of the heavyweights of the IP landscape. The company was founded almost 60 years ago in Luxembourg but has since grown to have offices in over 20 countries across six continents, offering worldwide representation to clients regardless of their language and time zone.
There are several methods that can be used for assessing an organization’s performance. These typically focus on highlighting the company’s internal resources, strengths, competitive advantages, as well as its weaknesses. Examples of internal analysis tools used for such purposes include gap analysis, strategy evaluation, SWOT analysis and the McKinsey 7S Framework. In In other words, internal analysis reveals where an organization excels, what it is good at and where it needs improvement. In any business, there may be many different scenarios that warrant conducting an internal analysis.
As a localization or global marketing team, sooner or later you’re going to be faced with the question of what international markets to focus on. Knowing what countries to launch your digital product in initially and how to enter those markets is something that requires focus, a well-defined strategy and serious consideration.