Software as a Service (SaaS) is a combination of technologies that offer cloud-based services where clients can access apps and services using a device, the internet, and a browser. Most SaaS businesses are now going global. However, the one major issue with going global is the language barrier as not everyone understands and speaks the language used by the business. That is why big businesses have incorporated localized versions of their business apps, websites, and videos.
Here are three reasons why providers of SaaS technologies, platforms, and apps should make investing in translation a priority.
There has been an explosion of SaaS companies and their value has rocketed in the past year. An example is the now-ubiquitous Zoom app, which enjoyed the highest growth rate (420%), which added $88 billion to its market cap. This type of success means that more and more SaaS companies are now expanding their services to other territories.
Other companies like Proofpoint, F5 Networks, and similar companies that specialize in application security, network security, and online fraud prevention already have their websites translated into a few key languages.
So, the faster you decide to get your platform, software app localized the faster you can penetrate a new territory and start selling to the locals, hence increasing the market share of your product and orders for your company. A win-win situation.
One thing international companies like Google or Microsoft have in common is that they have taken the decision early on not only to translate their offering, but also their knowledge bases, help systems, and technical information to help improve their users' experience (UX).
Other big businesses have followed suit and have started to translate their knowledge bases as well as the main app, so their end-users can quickly find the information they need in their language.
All these companies have thought about their user experience, what causes friction and how to resolve it. They have figured out that translation was part of improving their customer's journey and experience. So investing in translation services was a no-brainer.
Other companies such as Coupa Software, which helps large companies gain control over the money and resources spent within their organizations, have explainer videos translated on their websites. Such companies are becoming more and more successful due to a wider audience that understands everything the business offers despite the different languages. They have gained acceptance from international customers quickly by translating their content.
The benefits of using SaaS services such as savings on cash, no purchases, no updates, or no maintenance of software, middleware, or hardware, are great. However, the challenges are not so great: integration with existing architecture, data loss, and privacy risks, to mention a few.
Therefore, if your SaaS company wants to make it to the top 100 SaaS companies in the world, then the translation of your app, platform or service is the first step to global acceptance and success.
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