Flurry, a mobile analytics company, sent a strong message to app developers in their article ‘The Post-PC Era: Is the U.S. losing its grip on the software industry?’. The article wisely states that it has only taken 5 years for technology to change the landscape of the software industry as PC’s no longer dominate the market and mobile devices continue to incline in usage, if U.S. app developers do not keep up with the fast pace of globalization, it could be catastrophic for their apps.
It’s China where things get really interesting. Nearly two-thirds of the time spent in apps in China is spent in apps made in China. U.S. made apps only account for 16% of total time spent in apps in China. The size and growth rate of the Chinese app market imply that the worldwide share of time spent in apps that are produced in the U.S. can be expected to contract further.– Flurry
The U.S. is declining in the creation of mobile apps and the table shows the U.S. usage is becoming more and more equal with foreign countries, which will close the gap in the app market.
Why are U.S. developers slow in globalizing their apps?
Many app developers are not yet grasping that the only way to reach more users and more downloads is to localize their apps. Competition in the App Store is high, visibility in the App Store requires a new set of criteria such as localization to be featured, and all app stores want to deliver their content to the global market.
Here is the future: If the developer is not thinking of localization prior to development, during development, and post development, the project may turn out to be a loss and the app may not be very successful either in the local market or global markets, or it may not meet its potential in the marketplace. Researchers continually imply that app developers will need to create the environment for localization pre-development and defined within the business plan and the project charter phases. Mobile app insights companies, such as Flurry, and the App Store are urging developers to ‘think’ localization now.
iOS and Mac app developers have a particular challenge concerning localization, which is the tedious and time consuming process of making Xcode strings localizable. This may the primary reason many iOS and Mac apps are not localized yet (That’s why we developed TraductoPro).
Another thing to consider is investors, funding, and the value of the app.
Some app developers need a large amount of funding or investors to launch an app project or upgrade an app, or they will need funding for marketing the app. If you were a lender or investor, would you choose an app that had the potential to take on a global market and the developer considered this, or the app that was not prepared for a global market? The answer here is very clear. The more marketable a product is in any business, the more interest investors and lenders will have, and this trend is globalization.