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Why is Localisation Crucial for Breaking into New Markets?

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By Hyther Nizam, President – MEA, Zoho Corp.

Nigeria has the largest market in Africa with a GDP standing at $514.05 billion in 2021 and a population of over 200 million people. The business scene in Nigeria is faced with many challenges and the survival of any business in this market is dependent on the adoption of successful strategies.

One successful strategy for businesses entering the Nigerian market is localisation. A strong long-term localisation strategy will help in establishing a presence among locals, earning their trust and eventually building brand loyalty.

It is equally critical, however, for businesses to understand that localisation entails more than just providing pricing in local currencies. Instead, it has to be a holistic approach that involves customers, employees, and other relevant stakeholders.

Understanding localisation

Before digging into why localisation is so important and how to undertake it successfully, let’s discuss what it actually means. Localisation refers to the adaptation of a product or a marketing strategy to meet the needs of a specific locale through language, culture, or other relevant factors.

Localisation can be achieved in a number of ways. For example, a product company can offer a local language user experience (UX) and provide vernacular customer support. However, if a company simply uses a translation tool that doesn’t take into account local nuances, such a localisation attempt will create a negative brand perception.

On the other hand, a holistic approach can have major benefits for a business, including easier entry into new markets, increased customer satisfaction and brand loyalty, and ultimately improved revenue.

Beyond translation

Making your product or service available in the local language and providing support are the first few steps towards localisation. There are other considerations you should make too.

For example, if you have an online offering, when you localise it to right-to-left (RTL) languages such as Hebrew, Persian, and Arabic, you should also enable a right-to-left oriented UX layout for better user experience.

Even something as simple as automatically detecting which date format to use in a specific territory (dd/mm/yyyy vs mm/dd/yyyy, for example), or using a comma or dot when writing a large number, can go a long way in building brand affinity.

Local pricing is also important as it allows customers to avoid currency fluctuations. Furthermore, you can integrate your product with local payment gateways and other locally-popular third-party apps in order to increase adoption.

A culture of localisation

Real localisation, however, goes beyond localised offerings. It should be inculcated into your business’s culture. That means taking local cultures and ways of working into consideration when you enter new territories.

At Zoho, we have adopted an approach called “transnational localism”. It brings together the best features of global connectivity with local knowledge and insights. We hire locally in the new territories and train the new employees so that they intimately understand our various offerings and brand values. They, in turn, bring with them a deep understanding of the local markets, and help adapt the offerings.

Ultimately, if your employees buy into this attitude, they’re also more likely to feel empowered to cater to the needs of local customers. This will enable smoother entry into new markets.

Taking advantage of the moment

It’s also worth pointing out that there’s never been a better time to take this kind of holistic

approach to localisation. The past two years have accelerated digital transformation, and customers are more willing to adopt new products and offerings. Thanks to the rise of remote work, meanwhile, there are a whole host of workers who are ideally suited to working for global businesses and who can offer their expertise when it comes to localisation.

The businesses that take advantage of this unique set of circumstances to build fully localised offerings and an open culture of localisation will put themselves in the best possible position to succeed in their expansion plans.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Showmax Drops Trailer for Epic Drama’s Second Season

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Showmax has released the trailer for the second season of its Nigerian Original epic drama series, Cheta M. The new season premieres on Monday, 6 January 2025 with three new episodes released every week.

This epic tale follows the star-crossed love story of Adanna (Oluchi Amajuoyi) and Nnanna (Kingsley Nwachukwu), whose bond is tested amid the escalating conflict between the kingdoms of Mgberi, led by the tyrannical King Jideofor (Kalu Ikeagwu), and Ajaani, ruled by the cunning patriarch Nze Ezeugo (Nonso Odogwu).

Their love faces formidable opposition from Ojigijaga (Jsmile Uhuru), the enigmatic spiritual shaman of Mgberi, and a web of envy, desire, and political scheming by those around them.

Season 1 ended on a dramatic note as Adanna and Nwoye’s (Nnamdi Agbo) wedding faced a series of shocking interruptions, from uninvited guests to Chidalu’s (Celia Okechukwu) brazen attempt to hijack the ceremony that led to her death.

At the heart of Season 2, Nnanna and Adanna’s love story is further tested with forgotten memories, their intertwined family histories, and the unrelenting forces threatening their bond. As they journey through the chaos, they must decide how much they are willing to risk and sacrifice for love and the fragile peace they yearn for.

“With Cheta M, we’re telling a story that’s rich in culture and layered with suspense, love, and spirituality”, says showrunner, James Omokwe who has been celebrated for his work on Showmax’ first Nigeria Original, Diiche as well as Africa Magic titles: Ajoche, Riona and Itura.

“This season, we wanted to explore not just the drama, but the raw humanity of our characters, their sacrifices, fears, and resilience. We know season one left a lot of questions and curiosity as to what happens next, and I’m looking forward to audiences unravelling the twists and revelations we’ve woven into this epic tale.”

The return of Cheta M builds on Showmax’s strong and growing lineup of Original content, which includes recent releases such as Princess on a Hill, Wura S3 and Style Magnate.

Cheta M Season 2 will premiere Monday, 6 January 2025, with three new episodes released weekly. Fans can also binge the first season on Showmax ahead of Season 2’s premiere.


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A Policy Blueprint for a New Era of African Innovation

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By Doron Avni, VP, Public Policy & Government Affairs, Emerging Markets, Google

The dawn of the AI age presents a unique opportunity for Africa. With the right policies, the continent can experience accelerated socio-economic progress. According to a recent study by Public First, AI could increase the Sub-Saharan African economy by over $30 billion annually, and is already revolutionizing various African sectors.

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For instance, AI-powered ultrasound checks are accessible in remote areas, AI combined with satellite imagery helps assess village electrification, and AI and cloud connect youth with jobs via mobile search. As the AU Commissioner for Infrastructure and Energy, H.E. Dr. Amani Abou-Zeid wrote at the introduction to the recently adopted Continental AI Strategy: AI “is seen as a driving force for positive change, socio-economic transformation, and cultural renaissance.”

Strong government policy is crucial for unlocking Africa’s AI potential, and new research confirms this critical link. The Google-commissioned AI Policy Blueprint for Africa report by Nextrade Group, which surveyed over 2,000 African students, businesses, and organizations, reveals a striking connection between policy readiness and AI adoption. The report demonstrates a clear correlation: African countries with established, pro-AI digital policy frameworks also have significantly higher AI adoption rates than their peers with less mature policy frameworks. This is especially timely as governments across the continent are actively working on AI strategies at the national level, with some already having adopted them. This data underscores the vital role governments play in creating an environment where AI can flourish.

To guide this crucial government leadership, the AI Policy Blueprint report provides a practical roadmap. Building upon the foundational recommendations from Google’s AI Sprinters report, this blueprint offers specific policy guidance across four key pillars: infrastructure, skills development, investment in innovation, and responsible AI regulation. For each pillar, the blueprint outlines specific policy actions African nations can take to accelerate AI adoption and maximize its benefits for their citizens. The report was designed to help policymakers in the task of translating the exciting vision of the recent AU Continental AI Strategy into practical policies aimed at achieving it.

One of the most important recommendations the report makes is on data readiness. The blueprint emphasizes the importance of ensuring access to high-quality datasets that reflect Africa’s diversity. Governments can achieve this by opening up non-sensitive public data for AI development, promoting data transfer across borders, and encouraging the use of privacy-enhancing technologies (PETs). The blueprint also stresses the importance of harmonized data protection frameworks to ensure privacy and security as AI systems are deployed. Crucially, the blueprint advocates for a “cloud-first” approach in the public sector, where governments prioritize cloud-based solutions for data storage and service delivery.

By migrating to the cloud, governments can effectively manage and process the vast amounts of data required for AI, unlocking its potential to improve public services and address critical challenges. The report, scanning the global horizon for AI policies, mentions Singapore as a prime example, where the government has issued guidelines that allow for greater flexibility in using personal data for AI development while still protecting privacy.

This call for government leadership is echoed by the very people who stand to benefit most from AI. The report reveals a groundswell of excitement among African businesses, especially fast-growing firms, with many seeing AI as “absolutely transformative” for their operations and predicting significant revenue gains—as much as 20% annually. In fact, almost 90% are already applying AI to research, data analysis, marketing content creation, and even coding. Moreover, a majority of Africans believe AI can boost productivity and accelerate national development. These individuals and businesses expressed hope that governments will proactively support this progress by ensuring AI is used safely and responsibly, equipping young people with essential AI skills, and helping small businesses leverage this powerful technology.

Governments must also lead by example, actively adopting AI within their own operations to demonstrate its value and build public trust. The report found overwhelming support for this approach, with over 80% of respondents agreeing that governments should invest in AI to improve public service delivery. Adoption of AI by governments not only improves government efficiency but also inspires confidence in AI across all sectors, encouraging wider adoption.

At Google, we are committed to being a steadfast partner for African governments, businesses, and individuals on their journey to capture the vast opportunities presented by AI. We believe in the power of technology to drive progress and improve lives, and we are dedicated to supporting Africa’s digital transformation. Our recent announcements, including a $5.8 million commitment to AI skills development and the expansion of speech technology to include 15 more African languages, demonstrate our ongoing investment in the continent’s future. We are committed to working with African governments as they embrace AI, not just as policymakers but as active users, demonstrating its transformative potential to their citizens and the world. We are confident that by working together, we can unlock Africa’s immense potential and build a future where AI empowers everyone.


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Bernhard H. Mayer’s Serendipity Collection by QNET: A Fusion of Luxury and Sustainability

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In a bold fusion of elegance and responsibility, QNET is proud to present the Serendipity Collection by Bernhard H. Mayer, a stunning line of jewelry that combines luxury with sustainability. Crafted from recycled gold and ethically sourced gemstones, this collection represents a new standard in fine jewelry, blending timeless beauty with a commitment to the environment.

QNET

Designed to celebrate life’s serendipitous moments, each piece in the Serendipity Collection is a tribute to the delicate balance between nature and sophistication. The four-leaf clover, a symbol of luck, is reinterpreted with precision and artistry, transforming it into wearable treasures.

Key Features of the Serendipity Collection:

  • Serendipity Luck Earrings & Pendant: Three versatile ways to wear – choose simple white gold hoops for understated elegance or add peridot and green garnet charms for a vibrant pop of color. These charms can also be worn as a pendant, making this set effortlessly adaptable.
  • Serendipity Fortune Pendant & Earrings: This set captures the heart of luxury with 16 diamonds and a heart-shaped Swiss blue topaz, set in a four-leaf clover design made from recycled gold. It’s a symbol of prosperity and refined style.
  • Serendipity Chance Pendant & Earrings: Merging four hearts into a modern clover, one heart is adorned with 21 diamonds for a dazzling display of synchronicity. Ideal for those who value understated glamour.
  • Serendipity Bloom Earrings & Pendant: Inspired by nature, these garnet-encrusted flowers can be worn as delicate standalone earrings or paired with clover charms for a bolder look. Versatile and vibrant, they bring the essence of a blooming garden to life.

Trevor Kuna, Chief Marketing Officer of QNET, said, “The Serendipity Collection speaks to those who seek meaning in every moment.

“These pieces are not just about adornment, they’re a reflection of personal values—combining luxury with sustainability.”

Kuna further added that the design team made a point to emphasize the brand’s eco-conscious approach, saying “Every gemstone in this collection is ethically sourced, and every piece of gold used has been recycled.

“We believe true luxury is not only about beauty but also about making responsible choices for the planet.”

The Serendipity Collection is now available on QNET’s global e-commerce platform, offering customers the chance to embrace both elegance and ethical craftsmanship.


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