People prefer to use products and services in their native language wherever they are,
The concept of localization is primarily associated with entering foreign markets. However, people prefer to use products and services in their native language wherever they are, so localizing to other official, semi-official or otherwise prominently used languages on a single market is a wise thing to do.
There are three basic reasons to localize your products and services to other languages on a single market. The first is the financial one – your product or service will find its way to the customers who live in the same country, but speak other languages faster, as the message communicated in one’s first language and respect for the customer’s language and culture is always a great additional value.
The second is preparation for further expanding of your business. As more than one language is spoken in virtually every country of the world, and as almost every language is spoken in several countries, localizing to the country’s minority languages will not only be a very smart business strategy, but it may also help you get prepared for the foreign markets.
Also, as there are no specific legal or technical requirements during the localization process as you are sending your message to the citizens of the same country who only happen to speak another language, meaning that this is a completely safe localization scenario.
The third reason is what the localization is all about in the first place – preservation of cultural and linguistic diversity of the world in the age of globalization.