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In any given year, web and mobile sites add and drop language support in response to a wide variety of macro-economic and business factors. In a detailed analysis of 2,648 global brand websites, CSA Research found that 26% added one or more languages in 2017. However, not all enterprises increased multilingual support. In fact, one in 10 removed at least one language. About 1% removed more than 10 from their roster. What steps should companies take when deciding whether to drop locale support or to continue to justify its existence? Here’s what our independent market research shows:
Cutting support for a locale is a big step for any organization. Avoid being branded as a company that can’t be trusted to remain committed to a local market. Make sure that executives apply the right metrics, backed up with appropriate data, before making their final decision to drop support for a language. Once all agree that it’s time for a locale to be decommissioned, control possible blowback. Gather input from internal and external audiences, develop a timeline for phasing out support, and communicate clearly with all interested parties.
Director of Buyers Service
Focuses on global digital transformation, enterprise globalization, localization maturity, social media, global product development, crowdsourcing, transcreation, and internationalization
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