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Business Translation: Doing Business in Africa 2022

Business in Africa

With the mix of culture and languages, Africa, the rainbow nation, has diverse segments and people. Approaching such a varied and complex country requires expert and localized content and that is where the need for business translation is greatly felt.

Africa has a middle-class population of around 300 million people, and it is one of the fastest-growing classes. Providing a great opportunity for businesses to enter this potential market, the company must research this region before making any final decision.

The Fastest-Growing Market

For business localization and translation, this is a huge and potential market. New entrants found Africa a region full of business opportunities that are likely to expand in the future. A home of 59 million inhabitants is a dream place for business expansion in the global market.

There are several advantages of doing business in South Africa; if you continue with the previous beliefs or the folklore about this region, you would never know what this market is capable of.

Before entering any new market or business expansion, it is wise to understand a few important traits of that segment. It is important for business translation and localization to know the difference in this market.

The South African Language

Across the globe, we see only 5% of people have English as their official language. In 1820 British settlement was established in Eastern Cape; the English language was rooted in the early 19th century.

Although it was commonly spoken, only 8.2% of the inhabitants spoke it as their official language in SAE. Today, Africa is the best example of the cultural and linguistic mix.

There are many colonial languages that local elites of the region have in their hands. However, the English language of South Africa has more idioms and fascinating expressions with different vocabulary.

Some important things to consider when going for localization and business translation is to understand these difference

Grammatical Difference of English language

The two popular styles are British and American English; the English version spoken in South Africa is not different from these two, but still, there are some differences. People of SAE speak British English and use –ise instead of –ize as a suffix when using verbs.

The Linguistic Difference of SAE English Language

As the people of South Africa speak the British language, they have similar terms. Like they say petrol and not gas, they say car’s bonnet and not the hood.

But in some cases, they have terms that are spoken in American English, like pants instead of trousers. You need to know that in SAE, there is no such thing as a lorry; they call it a truck.

Business Translation Variations

 If you think that business translation and localization are simple, easy, and the same for all the countries, you might need to research more.

Technical terminologies for countries like Europe and the far east are comparatively easy to find, but when it comes to third-world countries or Africa, finding technical terms for any counterpart might not be as easy as you think.

In fact, several terms don’t even exist in the African language, and Africans are not aware of the translation services as other countries.

Companies that have started their business in the African region know the translational difficulties.

To deliver a message to the African audience, they need expert translators who possess sound knowledge and skills to communicate and translate the content in their language effectively.

Sensitivity of  Translation and Localization.

Companies need to be clear about one thing translation and localization are not simply converting from one language into another. It is a sensitive task that requires lots of experience and expertise.

Translators must know the cultural and linguistic sensitivities they must translate in a way this is acceptable to the locals living in that region. One of the biggest Japanese multinationals Toshiba started a translation service in three languages.

Now they are translating into 24 languages. They have made the localization process easy by deploying computer-aided translation, which removes the repetition and makes the process quick and smooth.

They first convert the context in English, and then it is converted into other languages. The translators use this cost-effective and time-saving process to translate in any desired language.

The Need for Business Translation in Africa

There will be several points of difference for some countries, and there will be some for a few. Although Africans understand any English dialect, they don’t speak American English, and that is where the difference arises.

Without a single doubt, the African market is huge and has the potential to be one of the biggest markets for the sale and purchase of goods.

Companies, especially business giants, need to provide business translation for this region that is engaging and make them feel that it is written keeping their cultural needs and values.

If the translated document doesn’t meet their language criteria, that can go against your business and products.

The need for business translation in Africa is to reach the targeted audience in their way. With that, the company creates an air of trust and willingness to adapt the product or service according to the market needs.

Waving off the communication barrier, localization and translation can act as a game-changer for your business.

The Ending Note

If you wish to expand your business translation journey to Africa, you must meet all the standards and business criteria. Website localization, business translation, product and service reviews, user manuals, videos, ads, and other essential advertising material must be understandable for the audience; for your business expansion plan sustainable growth and development in future.

An expert and multilingual translator will be of great help here; at OTS, we have super talented and professional translators and localization experts.

They have all the knowledge and skills required to produce translational content just as the local speakers; the cherry on the top is that we have native speakers making this process smooth and flawless. Contact us to get a professional, accurate, and error-free business translation services.

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