STEP 2: Localization.
While entering new emerging markets, for example, Mexico, Brazil, China, you need to know the local slang of your target audience
. Anton presented two cases that clearly demonstrated how knowledge of user slang works.
The first case is Paloma
, a women period tracker. The first variation of the app's name was Viola, a cute woman's name. However, while Apalon considered entering the Spanish-speaking market, it turned out that in Spanish there is a word 'violar'
which means 'to rape
'. Therefore, it was decided not to use the name Viola for the mobile app as it will definitely be associated with rape in Latin America, but not with a pretty woman.