Mobile App Localisation: Your Gateway to Global Audiences
Understand the ins and outs of mobile app localisation in the ever-changing translation technology industry.
 13 Min. Read |  Nathan Lucas |  April 04, 2025 |
| 13 Min. Read | Nathan Lucas | April 04, 2025 |
Mobile app localization is one of the most effective ways to reach global users in their preferred languages. With over 6.64 billion smartphone users worldwide—83.89% of the global population—localizing mobile apps is no longer optional. It’s essential for global growth.
Today's mobile users expect seamless, desktop-like digital experiences on their devices. Businesses offering mobile applications can rapidly expand into international markets with a thoughtful app localization strategy. Translating and localizing your app improves visibility, boosts downloads, enhances user engagement, and builds lasting customer loyalty.
By investing in mobile app translation and localization technology, companies can go global and deliver in-language, culturally relevant experiences to customers, employees, and partners around the world.
App localization refers to adapting your mobile application to meet the language, cultural, and functional expectations of users in different regions. App localization goes beyond simple translation-it involves localizing date formats, currencies, units of measurement, UI layout, and even reading direction.
A smart mobile app localization strategy ensures users feel at home in your app, guiding them naturally toward in-app conversions. For instance, apps targeting Chinese markets should account for vertical writing styles and font preferences.
App localization services simplify the ongoing translation process, reducing engineering lift and ensuring faster updates across markets.
The process of localizing an app includes preparing for localization through market research, choosing a localization method, and managing and optimizing that localization. There are also challenges of app localization to keep in mind and you work through the process. Localization is successful when you’ve considered all challenges, planned well, and have a strong process for maximum success.
Start with research. Identify your target regions, languages, and markets. The Apple App Store supports over 40 languages across 175 regions, and Google Play supports around 50 languages. Market research will provide useful insights for adjusting your localization application workflow. Customers want a localized experience from start to finish with your brand, including sales, support, and service.
Researching mobile app localisation involves selecting specific countries and languages to target. It also involves understanding your motivation for expanding into those particular areas. Research will also help you understand your potential customers on a deeper level and see if they would be interested in your app. Research popular localized apps to understand how they impact the market you want to reach.
Study competitor app layouts and design and read customer reviews. See what customers like and dislike, including what they may not want, features that may need fixing, anything to show you the pros and cons of possible competitors.
If you're ready to engage with international customers, you'll need to determine what needs to be translated and localized. One consideration to keep in mind when developing a localization strategy is which languages are already available for translation.
Once a company decides to translate its mobile application, they must decide if they want to engage in internationalization (i18n) as well. I18N involves planning, implementing, and adapting the mobile app to a specific area, language, and culture.
Internalization involves making the mobile app suitable for the audience's preferred language through localization and translation. This consists of all the region's localization aspects, including currency conversion, date formats, and cultural norms. The goal of I18N is to alter the mobile app to look like it was developed in the local culture and market.
When preparing global application localisation, experts recommend following the following best practices.
There are various ways mobile apps can be localized without needing a team of translators. The following options are the most cost-effective and scalable:
Mobile Software Developments Kits (Mobile SDK) + Translation Service Providers
Software development kits, or SDKs, are downloadable software packages that contain all the tools needed to build mobile apps. In the case of mobile app translation, a translation service provider mobile SDK would be able to translate new content (text strings) without resubmitting the app.
API & Connector Integrations + Translation Service Providers
You can utilize connectors or APIs by communicating with translation services provided through integration. A company can link their mobile app to translation service providers to get new content and translate it using integration.
After translation, the customer will receive a notification to request the translated content. An alternative method is that the app can "poll" our API periodically to see if a job has been completed.
Manual + Translation Service Providers
Another alternative is to add translations to the mobile app manually—a translation service provider generates in-language content by request, which is then sent to the mobile app developers to add it to the app. Simple, yet time-consuming, and can have delays due to resubmission of the mobile app.
Besides ensuring your mobile app is ready for localization, you should consider the ability of the translation service provider that will be facilitating the translations.
Always look for the automation capabilities of your translation service provider. All new content should be translated and updated automatically. For effortless management, your translation services provider should be able to stay up to date with over-the-air (OTA) updates; this can include software updates, configurations and settings, or encryption keys.
Make sure to find out the translation service provider's localization processes. Is it a continuous process or file-based? Most businesses looking to localize their mobile app are on a strict schedule or require a translation process that requires minimal effort.
A file-based approach allows localization managers to track progress, review, and commit changes through document files. This means constant communication between the translator service provider, tech teams, and management is required. You find this approach is common when translations on the mobile app are done manually or through translation integration such as APIs or connectors.
A continuous process approach allows content files or text strings to go into a repository and, if changes are made, they automatically get sent to translation. Localization managers may struggle to trust translation service providers for good work, even though they have a hands-off approach. You find this approach is common with mobile translation SDKs or through translation integrations.
Both approaches are all dependent on your team and the amount of control your business needs. Some translation services provide a hybrid approach for mobile apps that can include the continuous automated translation process with the workflow visibility of a file-based approach.
Mobile applications constantly need updating to keep up with trends, security protocols, and consumer preferences. A trustworthy and experienced translation service provider should work with your application, regardless of your changes.
App developers need to use ASO techniques to get their app to the top of app store search results. Just like internet marketers use SEO to rank web pages in search engine results. This includes optimizing app titles, keywords, screenshots, app descriptions, etc.
For a worldwide app, you must start from the beginning in each language. Research is necessary to discover the best search terms and popular phrases that will guide users to your app.
It's also crucial to think about what the app content looks like on the front-end of Apple and Google app stores. You'll need to ensure your app contains the product page recommendations for the Apple app store and preview assets for the Google Play store.
Using localization in the preview elements will allow people searching for your app to see right away that your app will feature functionalities they’ll both understand and appreciate.
The Challenges of App Localization
There are many benefits to localizing a mobile app, but the process is not without challenges. Here are a few elements of localization to keep in mind both before and during the process so you stay on track.
Mobile app localization takes time to develop and implement, and it can be difficult to seamlessly integrate localization and translation into the development workflow if it's not done properly. To release software faster, localization should be included in the initial development process.
Mobile app localization occurs simultaneously with other development tasks. Therefore, there is no need to delay translation and localization of the app until development is complete. This way, continuous localization is part of the continuous deployment process.
Inaccurate or incorrect translations can lead to misunderstandings and an overall lack of interest in your app. Your target demographic may perceive it as an insult, which is more important. Easy-to-use translation tools might be tempting at first because they're free and can get the point across with simple sentences.
Evaluating translation quality is more in-depth than simply making sure your translations are "correct. Translation quality must be evaluated to ensure a high degree of quality for both translation and localization projects. To attract users to your app, focus on translating and adapting it to the language and culture of your target market. This will greatly benefit your business.
The measurement of success for any business venture is return on investment (ROI), and translation and localization are one of many investments made on the path to market benefits. But, measuring ROI for translation and localisation company can be difficult. ROI is often looked at through a singular lens, comparing the amount of money spent directly to how much profit was brought in.
Localization measurements can take time to evaluate. Establishing baseline metrics for the specific regions where you're deploying a mobile app can help you find tangible measurements directly related to app localization. Select metrics that make the most sense for your product and business and make sure they align with your overall business goals.
Mobile apps are now the primary way people shop, learn, and connect. If your app isn't localized, you're not just missing out on revenue-you're missing entire markets. Through globalization, companies can compete in foreign markets and generate customer loyalty by utilizing mobile app localisation to connect with users in their native language.
With a mobile app in their language, you can give customers a complete experience by serving them in their preferred language. This adds significant value throughout the buyer's journey.
MotionPoint helps brands worldwide with translation and localization of mobile apps, including native, hybrid, and progressive web apps. Contact our team to learn more.
