Web and Mobile services that support local language are showing disproportionately high traction. Samsung and other OEM (device makers) are prioritising language. It is clear that local language is a new focus in India and beyond.
This is hardly surprising, internet growth cannot continue where only a small percentage of India’s literate population can read English. Indeed if you consider other media TV and Press the vast majority of consumption is through local language. Digital lags, significantly. With smartphone proliferation and price reductions a whole new set of consumers are coming online. Not, as many assume, of lower income just non english reading. Travel India and in states like Gujarat you will not see English road signs. This is not a reflection of status it is a reflection of ubiquity.
When using their new device customers in this category will seek out services that work for them and that they can use. Without language support your business cannot reach these customers and those services that do language-enable are strongly differentiated. They also ‘feel’ more local and generate more loyalty for that reason.
The savvy App or service creator is using new tools to language-enable their products in respect of display of content, on-the-fly translation and also user input. Reviews, comments, chat and more in local language engenders relevance and trust. Language enabled services are flying.
In the race for users, revenue and audience making your service readable to the majority would seem like an obvious first step but it is one that is often overlooked.