Market Requirements for Localization

What good is all the market research if your product doesn't support the locale, and if Engineering can't get it to support the locale?

As product manager, you're pleased with your product's global reach. You've successfully localized for the low-hanging fruit (other Latin-based character sets like Spanish, German, even Nordic), and your product and Web site makes customers happy all over the Western world. You have established robust processes for:

• researching the needs of each foreign market
• making those needs an integral part of the product requirements
• working with Engineering on timetables for support of the needs
• working with QA to ensure the engineering work can be adequately tested
• releasing in foreign markets and enjoying success in them

Now talk turns to Asian markets, and multibyte enabling of your product and Web presence. You meet with Engineering and, as they've done for the European languages, they assure you that their code is, or will be, clean, and that you'll replicate in Asia the success you've had in Europe. Everybody nods, and it's just like Euro-success again.

But what if it isn't?

As product manager, you want to do your usual, excellent job of identifying market requirements and writing up the intelligence so that Engineering knows what the product needs to support. You'd better scratch a little harder, though.

1. How is Engineering going to validate the product for multibyte? Peer review of code? Bring in an internationalization engineer? Pseudo-translation? You can't just take their word for it; you have too much at stake.
   
2. Can your Web team create a staging environment and test cases close enough to what the production environment will be like?
   
3. Has QA done a good job in flushing out bugs in your other localized products? Look back at the bug reports from German or Finnish; did they really find many problems? Did they all get fixed? Do you know for sure that they're testing under production-caliber conditions and on production-caliber testbenches?
   
4. Do you really need to launch in Japanese, Korean and two versions of Chinese at the same time? Can you adopt a phased approach? Which market can give you the best support as you're enabling your product? (Hint: It's often Japan.)
   

This is the localization-equivalent of getting your ducks in a row. After you've done all the work of finding out what the market requires, you'd better be sure that the product you want to sell them really will perform as you claim.

Engineering, this is not business as usual. This is Asia.