By Mary J. Carey 
Learn how app localization can help marketers expand into new markets. Learn more about MVP vs. full localization, key strategies and tips for optimizing your app to meet local linguistic, cultural and lawful requirements.
App localization ensures that users can understand and access your content regardless of culture or language, and is crucial if you want to grow your user base.
App localization includes translating content and adapting your app to different cultures and places. It should also take into account local preferences, lawful regulations and cultural differences.
The ultimate goal is to create an app that provides the best possible user experience and resonates with the user regardless of language and location.
In this two-part article, we will explore what marketers need to know about app localization, key considerations, and the related topic of App Store localization.
The first article covers the most important decisions that marketers have to make when it comes to app localization and the approach to localizing apps for new markets.
Different types of app localization
When entering new markets, marketers must take into account the depth of localization required to effectively achieve their goals. There are two main approaches to application localization: the MVP (Minimum Viable Product) approach and full localization.
The choice between these options largely depends on the company’s growth strategy, resources and specific market goals. Let’s look at the unique advantages and challenges of each approach.
Localization of the MVP app
The MVP approach is aimed at quickly and efficiently adapting the application to a new market with minimal expenditure of resources and time. The idea behind such an approach is often to enter a new market as early as possible, to adapt and optimize the experience on the fly.
Among the main features of this approach are:
Targeted translation. Translate important text elements such as menus, calls to action and product pages.
Limited range. Are you looking for only basic functions and features
Minimal cultural adaptation. Rely on a basic language translation, rather than completely adapting to cultural nuances.
Quick start. The aim is to achieve a quick market entry in order to test the feasibility of the application in the new region.
Optimization after launch. User feedback and analytics are used to guide subsequent localization efforts and prioritize subsequent improvements.
The MVP approach has several advantages, including rapid introduction to new markets and a more profitable initial investment, which allows brands to test the market before making further improvements.
However, this approach limits the user experience and may limit the attractiveness of the app. By introducing an MVP version, companies run the risk of scaring off users and blocking expansion plans.
An example of an MVP app is the first Ubercab app, which was launched in San Francisco with a prototype app to test the concept. In this matter, it worked, and the concept of the MVP lends itself well to tech startups. For brands with more established applications, this approach may have disadvantages.