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Enter the Nigerian App Market with App Translation and Localization

The Nigerian App Market with App Translation and Localization. The Nigerian market, despite its size, youth, and hunger for apps, presents huge hurdles.

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Nigerian App Market with App Translation and Localization

As Africa’s most populous country, Nigeria presents an attractive opportunity for foreign app developers. But software companies need to face facts now or face unpleasant surprises later. The Nigerian market, despite its size, youth, and hunger for apps, presents huge hurdles.

Not least is the ability of this market to understand the language of your app. Despite the nation’s commitment to English as the official language, most Nigerians do not speak it. For any business courting a global audience, finding new markets with localization, internationalization, and globalization is essential.

Our focus here will be on how best to tap the Nigerian market by translating the content in your software to the languages of Africa’s most populous nation.

App Translation

1. How to help your mobile app penetrate Nigeria’s linguistic patchwork

According to government statistics, Nigeria boasts more than 180 million mobile subscribers and more than 260 connected lines, almost all of the GSM. Subscribers increased by a staggering 5 million in the last quarter. In a nation pushing 200 million that’s an impressive number, but the growth rate suggests that the saturation point has not yet been reached.

The reason the number of subscribers appears equal to the population is explained by multiple active SIM card ownership and mobile phone sharing. Still, Nigeria is thought to rank in the top 5 African countries in terms of mobile phone usage.

English is only spoken by at most 60 million people –most speaking Nigerian Pidgin, a dialect that only vaguely resembles the Queen’s English. Most Nigerians speak but a smidgen of Pidgin. So, at best, English is a compromise language for the more Westernized segments of the population. Most big app players ranking in the stores localize to Hausa for the local market.

Hausa is the main language of the country’s Muslims. 20 million people speak it natively, another 5-10 million as a second or third language. That’s just 10-15% of the country’s population! In second place is Igbo, with some 23 million native speakers. Yoruba comes in third with 20 million speaking it as a mother tongue. Then there is Kanuri, Fulfulde, Ijaw, Tiv, Ibibio, and Edo.

Mobile Cellular Data

2. App Leaders and Translation Services for Engaging Nigeria’s Mobile Market?

If one looks at App Store ranking, both for the Google Play store and the Apple iOS store, the category is dominated by apps for communications, both global and homegrown. WhatsApp hovers at the top but the Ayoba! instant messenger is close behind in Android rankings.

The top 50 is full of IM, social media, video share, finance, and productivity apps. In eCommerce, the homegrown Jumia app, which recently went public, is one of the few local apps in the Top 20. But Nigeria is gaining deserved recognition as the fintech capital of Africa.

What is the best translation app on the continent? Is there a free translator app? Happily, the answer to both questions is the same.

The free-of-charge Google Translate, generally considered the leader among machine translation tools, is continually expanding and now supports Hausa, Igbo, and Yoruba. Alphabet, Google’s parent company, recently showed its commitment to the Nigerian market by piloting a program to provide free Wi-Fi connectivity in Lagos and additional cities. Nigeria’s Internet speeds rank third in Africa, trailing only Kenya and South Africa.

3. What Lessons Can App Developers Learn about Localizing for Nigeria?

We can draw four conclusions about where app dev opportunities are, and were not:

1. Nigerian subscribers are hungry for instant communication, productivity, and media. It’s a nation of small businesses and SMBs, all seeking salvation and sales on the mobile Internet.

2. Games are always popular, but they need to be tuned to local tastes. The use of localization services is key to gaming success.

3. The local infrastructure does not support apps requiring big bandwidth. These may run in big cities, and the situation may improve over time, but it won’t happen overnight. Think lightweight apps, or don’t bother — unless downtown Lagos and a few other hotspots are enough for you.

4. Support Hausa, but then think of the other dozen languages that are the mother tongue of tens of millions of young Nigerians. At least two other top 20 million speakers. Developers localizing in these languages may be big winners.

4. What should App Providers Gear Up to Localize for Nigeria’s Tribal Tongues

Foreign app developers can’t change the infrastructure or tastes of Nigeria, but they can adapt their apps to Nigerian audiences. Localization is the royal road to expansion in Nigeria, well-trodden by app development companies in other regions.

App translation and localization are supported by dozens of software applications and even more service providers. Consider website translation while you’re at it so that landing pages convert. As you translate app terms, it will be cost little to translate website terms as well.

The localization definition includes considering the cultural differences of different tribes. Why is localization important? The answer is obvious. Localizing to local tastes and languages is key to sustained engagement with your app. Localization companies will be updated with the latest translation technologies.

What is a localization strategy that will work in Nigeria? First, seek an expert translation company or localization company with experience in Africa, especially the Nigerian app marketplace. Translation services are straightforward to contract. Just request a free quote from 3-5 agencies.

Expect to pay by the number of words in your app, typically from $0.05 to $0.20/word per language. If your app has been localized for one or more languages, incremental costs of localization decrease as you add new ones.

A Nigerian company developing localization expertise, or an international company localizing for Nigerian tribal languages will have an advantage in the local market.

Mobile Optimization

5. Bottom Line: What are the Prospects for Successful App Localization in Nigeria

The outlook for Nigeria’s rising smartphone ownership and slowly improving internet access is rising, with continuous developments in telecommunications infrastructure, phone performance, and app penetration. The variable most under app developers are the ability to localize for Nigerian languages, some used by populations exceeding most European nations.

This represents a big opportunity for app developers. Between Hausa, Igbo, and Yoruba, that’s a whopping 70 million people or so just waiting for the local version of your killer app.

As is said in Hausa: Ku tafi dashi! In Igbo: Gaa maka ya! And in Yoruba: Lọ fun o!

Or, if you haven’t localized yet for Nigeria and must resort to English: Go for it!

We are an Instructor's, Modern Full Stack Web Application Developers, Freelancers, Tech Bloggers, and Technical SEO Experts. We deliver a rich set of software applications for your business needs.

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Business

Upgrades That Will Help Your Business Thrive

Once you’ve identified your goals and how to attain them, you can then grow your business in specific areas according to what you want to achieve.  The following 13 upgrades cover common areas of business that typically need developing:

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Upgrades That Will Help Your Business Thrive

Continuous improvement should be the primary goal of any business.  While it takes time and effort and some financial outlay, it’s crucial to continue growing and striving toward becoming the leader in your field.

This guide offers 13 ideas to help your business grow, increase your customer base, improve your productivity and boost your bottom line.

Start With A Solid Foundation

Before you commit to growth you should ensure your business is built on solid ground.  Here are some tips to help you begin:

Know your business – the use of tools such as benchmarking, market research and trend analysis will help you get a better picture of the factors affecting your business.

Take charge of your finances Make a commitment to understanding your daily, weekly, and monthly figures. Unless you have a dedicated accountant, you need to have a thorough understanding of your financial situation.

Prioritize your goals – identify those business goals which can be achieved relatively quickly and those which will require more time and financial investment. Make sure the goals you set are relevant and can be achieved in a realistic timeframe.

Develop a plan – once you’ve identified your goals, you will need to develop strategies to realize them and the best means of implementing those strategies.

Make your results measurable – work out how you are going to measure your results.  You may want to introduce devices such as a point system or desired percentage increase.

13 Ways To Upgrade Your Business

Once you’ve identified your goals and how to attain them, you can then grow your business in specific areas according to what you want to achieve.  The following 13 upgrades cover common areas of business that typically need developing:

Include reviews – today’s consumers place great value on the opinions of their peers when it comes to buying products. Upgrading your website to include customer reviews will help to increase sales and boost customer confidence. Be sure to include both good and bad reviews if you want to be taken seriously.

Upgrade your internet an upgrade to FTTP (fiber to the premises) now will pay big dividends for your business down the line and it doesn’t have to cost you anything.  Qualifying businesses connecting to high-speed NBN plans can enjoy a $0 upfront cost.

Computer Monitor and Other Remote Work Must-Haves

Introduce automation – there is a multitude of software and applications designed to reduce labor costs and increase productivity. Many are inexpensive and can free up small business owners, allowing them to focus more on growing their core business.

Increase your social media presence – rather than just a Facebook page and a presence on Instagram and Twitter, you should look at other forms of customer interaction such as articles, sponsorship, blogs, and webinars.

Start networking – as well as an online presence, you need to get out there more and attend industry-related events such as expos and seminars.  This is, not only to network with others in your field but also to forge new contacts with like-minded businesses, with cross-promotion in mind.

Create a rewards program – think of ways to reward your existing customers to maintain their loyalty and incentivize them to buy from you again.  These could include early access to specials and exclusive offers not available to the general public.

Create an email list – email addresses of existing customers are a valuable resource you should be taking full advantage of.  Send those on your mailing list regular reminders of what you have to offer, but make sure it’s valuable content rather than what could be perceived as spam.

Ask for feedback – another valuable resource is your customers’ opinions.  Ask them what they think of your products and then use this feedback to improve your product line and customer service.

Streamline your business – identify which products aren’t selling, which employees aren’t performing and any other areas that may be holding you back.  Make changes and be ruthless on behalf of your business.

Reduce overheads – look at ways to cut costs within your business such as transitioning to a remote workforce or outsourcing business processes such as payroll, HR, and bookkeeping.

Invest in your people – good staff morale translates into good customer service. Provide your employees additional training, advancement opportunities, and a fair wage to ensure a healthy company culture.

Improve your credentials – reduce your carbon footprint, introduce sustainable processes and practice corporate responsibility in order to retain and grow your customer base.

Increase cybersecurity upgrade your cybersecurity systems to make sure you are protected from the latest threats from hackers, malware, etc.  This is particularly important if you have a remote workforce.

Roughly half of all small businesses don’t make it past their fifth year of operation, so continuous improvement needs to be a priority from day one. Adopting just a few of the measures suggested here should help keep your business on trend, competitive, and above all, profitable.

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