Uber is one of the most convenient apps to ever be created, allowing millions of Americans to get to their destination. Ever since its founding in 2009, Uber has massively expanded on a global level and is now being used in more than 10,000 cities around the world. Let’s take a look at Uber’s successful global expansion and how localization and translation services played a vital role in their success.
Localization and Translation Services Changed Ride Sharing
When we think of Uber, we often think of ride sharing, as America is a country most-adapted to using cars as the main means of transportation. But, not every country relies on cars as heavily as America does. Thanks to marketing translation services as well as research on the specific markets, Uber successfully catered to the modes of transportation that would appeal to the regions into which they planned to expand.
For example, when Uber wanted to expand into Thailand, Uber advertised motorbike taxis instead of a typical car share option because motorbikes are a common way for the people of Thailand to get around, Additionally, thanks to professional Arabic translation services, Uber was hugely successful in Egypt when they released the UberBOAT. This allowed Egyptians to utilize the river for transportation and get around more easily on UberBOATs. Similarly, in India, Uber offered rickshaw ride share using UberAuto. As you can see, Uber invested greatly in business translation services to appeal to their consumers and give the locals what they wanted based on their cultural preferences.
The User Experience And Localization and Translation Services
Uber’s international localization services have been successfully adapting Uber’s user interface and user experience to meet the local demands of its customers worldwide. By gathering and analyzing data on the local region, Uber has been able to provide a more personalized app interface that appeals to the needs of different regions.
For example, in low-income countries like India and the Philippines, Uber introduced a cash payment option, recognizing that paying with credit cards is not a common practice in these countries. This simple addition to their app’s payment options has helped Uber increase its market share in these regions significantly. Another tactic which has made Uber successful in travel industry translation is their choice of color for UI. For instance, in China red represents luck, so instead of having China’s Uber UI being the traditional black and white, Uber made it red to lure more customers in.
Picking Your Driver’s Language
One of the more remarkable localization efforts brought upon by Uber’s marketing and advertising translation services was the ability for users to request a driver that speaks their native language to create the best user experience. For example, thanks to Spanish translation services, UberESPAÑOL is available for some U.S. cities in California where most of the population is Hispanic. Additionally, UberENGLISH is available in some South American cities where English is the majority language. UberENGLISH has recently expanded into more countries, so if you are planning to go to Brazil or Shanghai in the future and don’t speak much Brazilian Portuguese or Mandarin Chinese, rest-assured UberENGLISH will be there to help you get around.
About Language Connections:
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