Essentially, as a manufacturer, you have the following options for localisation.

You localise using your own personnel.
You have direct control over all localisation processes and you can integrate the localisation seamlessly into your company’s processes. However, you will have to make major investments outside your core business. You will need qualified project managers and experienced specialist translators, and you will increase your company’s fixed costs. Your scalability is made more difficult because localisation in a new language is only possible once you have sourced and trained suitable personnel.

Your distributor localises.
This solution appears logical and good for your cash flow. Regardless of the financial agreement reached with a distributor, in practice you are relinquishing control of your brand in the target market because you are no longer in charge of the localisation processes. In most cases, a distributor will outsource the localisation, since localisation is not his core business.

You contract a Localisation Services Provider (LSP) to localise.
This method guarantees optimum project management and offers the necessary complementary services such as multilingual publishing, management of terminology and translation memories, dubbing of audio content etc. A professional LSP has a command of all required target languages and can offer you a designated project manager as your consistent contact person. You retain control over the localisation process, remain flexible and can resize at any time. You also rest assured in the knowledge that the number of specialist translators involved will ensure comprehensive monitoring of content in all language versions. However, your control of quality management is restricted; where there is a lack of communication with the LSP or the wrong service provider is used, the quality of your localised products may suffer.

Which method is best?
Some of the advantages and disadvantages described above are dependent on the method chosen. In general, you will need at least six months before you find and train a qualified translator for your specific area and chosen target language. Other pros and cons depend on the actual contribution of all the project participants – e.g. communication between you and your LSP. Each method has its advantages and disadvantages – choosing the right method depends on your strategy and marketing.

To make it easier for you to choose the right LSP, we have prepared the following checklist for you.