While English is still to some extent the lingua franca of both the business and the Internet, the majority of the world's population speak no English at all. Even multilingual customers who speak English as a second language prefer products and services in their native tongue.

Today’s application software market is truly a global one. Download distribution means there are few, if any, geographical restrictions when it comes to accessing most apps, but linguistic and cultural barriers remain. Clearly, a multilingual approach can be extremely limiting when it comes to selling applications with a potentially cross-cultural appeal.

Multilingual vs. localised apps

A truly multilingual application can be defined as a single executable programme that can present information via the user interface and handle incoming responses in several different languages. Typically, a user will be presented with a language selection option when they first turn on the app, allowing them to select the appropriate language. This can be done with visual icons, such as flags. Once selected, all future screens should be in the chosen language. Preferences may sometimes be stored for future use, with an option to return to the language selection screen.

Another option is localisation. This involves developing an application in a single language and adapting it into other language versions, either during the development process or post release. In this case you would effectively end up with a separate application for each language. This can be more work in the long run but may be useful, especially if you don't envisage your product going global yet but would still like to keep the option open, or if you think it will only appeal to one or two foreign language markets.

Whichever route you take, plan ahead

Even if you take the localisation route, planning ahead at the development stage will save a lot of time later on. Aspects that are relatively simple to implement but equally easy to forget - such as ensuring that menus are not hard coded and leaving enough space to display the same information in languages that may tend towards longer words or characters – can save blood, sweat and tears if you decide to localise or add another language to an already multilingual app further down the line. Flexibility is key and, even if you don't plan to hit certain markets just yet, it will allow you to react to changing circumstances in the future.

Use the right tools

While there's no such thing as a universal encoding system, Unicode comes pretty close, offering a super character set, which supports multiple languages, including non-Latin scripts, such as Hebrew and Japanese, not to mention non-standard Latin characters such as the Danish and Norwegian Æ, Ø and Å.

Keep the language simple

Using simple, unambiguous language will help in the translation process and will also provide greater ease of use to the consumer. If possible, avoid culture-specific references such as colloquialisms and in-jokes – unless the nature of the application calls for such. If culture-specific references would enhance the accessibility or appeal of the product, they should of course stay. And that's where translation comes in...

Don't skimp on translation

Even when restricted to simple language, you should always have your content translated by professional and, more importantly, native-speakingtranslators for each language used.

Automatic translation programs are far more effective than they used to be but they are still prone to mistakes. These may be technical linguistic mistakes or they may be contextual. Enlisting native-speaking translators will help avoid linguistic mistakes and any embarrassing cultural faux pas and will help retain the nuances and meaning of your content.

Besides linguistic translation per se, you should not forget that different regions use different formats for such things as dates, weights and measurements. The currency and even the time zone of the target market have to be taken into account.

There are many things to bear in mind when it comes to developing multilingual software applications. It may seem daunting but the potential rewards can be great and a little forethought in the planning and development stages can ease the process considerably.

Christian Arno is the founder of Lingo24, one of the world’s fastest growing translation companies. Launched in the UK in 2001, Lingo24 now has over 150 employees spread across three continents and clients in more than sixty countries. Last year only, Lingo24 translated over sixty million words for businesses in every industry sector across the globe. Follow Christian (@l24ca) and Lingo24 (@Lingo24) on Twitter.