There are a number of factors that play into deciding
which languages and which markets to localize for.
Some of if is where we see a lot of user activity,
so if we notice that a lot of people are posting on forums
or blogs, or posting events about Evernote
in a specific country, that can lead us to do some exploration
in that region or that market, to see if it makes sense
to put localization resources towards that.
So back in 2008, when we had no localization
in any languages, we realized that there's a growing activity
in a few regions in Japan.
In the beginning, when we didn't have a lot of resources
for market research, we just listened to people.
We found out in Japan people were using Evernote
without us actually doing any of the marketing towards them,
and we found out they're using it in interesting ways,
and they were using it in English,
which was really interesting to us.
And a few months later, all of us flew to Japan
to meet them in person.
We had a legendary dinner for all those influencers
and disclosed about the plan for globalization, and got a lot
of feedback and extra opinions, unexpected usage
of Japanese users, and we decided
to accelerate the localization for Japanese market.
When we localized Evernote for Japan,
we saw an uptick not just in conversion,
but also in great benefits of working with and being
with the people who use Evernote.
So for instance, the people in Japan that love Evernote,
have written, dozens, literally dozens of books
about different ways that you can use Evernote at work,
at home, in your life.
Evernote has become the go-to app for personal organization
in Japan, and that is all a result of us really listening
to the needs of the market and localizing for them.
Meeting with active users in person became Evernote's custom.
Every three to six months, key members of Evernote flew
to Japan and had multiple meetings, meetups, dinner,
with the actual users.
That's when we realized that we have a lot
of learning from users.
Lot of learning from Japanese cultures,
Japanese industry, Japanese players.
In Japan, we know that organization is a big value
that people hold, and so in the App Store, one of the things
that we did was rewrite the actual description of the app
to focus more on things like that, that resonate in Japan
versus the U.S., where something like "search" might be a more powerful term
that people want to search for.
So that's one piece of it.
Then the other thing is to make sure
that an app really feels right for a given place.
Part of it is making sure that it appears
in their local currency, so even something as simple as changing
from U.S. dollars to Yen, we saw significant uptake
in how people took to Evernote.
One of the easiest things you can do when getting started
with the localization is to focus on the App Store itself.
So whether it's screenshots or even things like meta data,
making sure that those make sense
in local language will be critical to the success
of finding your app, so spending some time
on those simple things can make a big difference down the road.
What is most important is your attitude.
To learn from the user.
Learn from the culture.
Learn from the market.
And you actually go and meet and talk, and you have to say
that you want to learn.
That will be the source of love for your product from the user.
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