San Diego-based Nik software has won numerous awards for its digital imaging software solutions. The global company has received accolades from American Photo magazine, Studio Photography magazine and many others. From Japan to Europe to the United States, its products are in high demand. All of this success, however, brought the company a new challenge.

“We needed to find a way to localize these products for our customers across the globe,” said Josh Haftel, Nik Software product manager. “Our customers in Japan, Europe, and Latin America needed to get the same quality product as our customers in the United States. Our high standards and company brand image were on the line, and simple translation just was not good enough.”

In addition to merely translating the words, Nik Software demanded that its content accurately reflect the regional nuances and cultural traditions of its customers. They applied this high standard to every part of the product, including the box, quick start and user guides, as well as the actual software on the CD.

Not surprisingly, the logistics for all of the translation, desktop publishing, and printing services necessary to achieve this goal can be laborious. Dealing with different vendors and trying to coordinate their efforts often leads to countless wasted hours and dollars. Always a step ahead, Nik Software managed to find the key to streamlining the entire process.

“We found a one-stop shop for every localization service,” said Haftel. “Yamagata America handles everything, so we can focus on making award-winning software. Our products are completely localized, and we’re saving lots of time and money.”

Using a single company, such as Yamagata America, Nik Software’s localization efforts had maximum continuity. Each step of the process–from translation to desktop publishing to printing–is actually affected by the step before it.

Typically, translators need to send copy to desktop publishers in their preferred format. Printers have to check several things before completing a job. Getting all of these people who do not normally work together to communicate, is not easy. By handling everything in a single step, Yamagata achieved top quality, while saving Nik Software time and money. Products actually get to market faster as a result.

Reaching Target Markets

Everything Nik Software sells–the CD full of software, quick start guide, user guides, and even the box itself–is translated so that customers can understand and relate to it. In addition to mere fluency, Yamagata translators provide text that accurately reflects the regional nuances and cultural traditions of Nik Software customers. From word selection to typeface, everything is designed to look and feel like it was produced down the street.

“Little things are a big deal,” said Shiro Fujimoto, president of Yamagata America. “For example, English has practically become a common language for people around the world. As a result, translating from English to other languages sometimes involves leaving certain terms in English. Especially in Asian markets, words like Memory, Holidays, Christmas, and Love should remain in English because they make the communication look and sound cool. Making this type of mistake can easily turn off customers.”

Once all of the copy and software is translated, Yamagata creates the localized layouts and ensures they are prepared for the target audience while maintaining Nik Software’s brand image. This process is truly an art, and getting it right makes all of the difference in the world.

The final step in localization involves printing and shipping Nik Software’s products where they are needed around the world. Upon delivery, the process is complete. Nik Software has effortlessly navigated all of the pitfalls normally associated with international marketing. As a result, the company is busy growing its business from the West Coast to the Far East and everywhere in between.