Did you know that the Nordic countries are currently in the throes of a global software export surge? Despite being a relatively small corner of the world, the Nordics export more than double their own software consumption, generating revenues of around $44 billion dollars in 2022. This success story is not just great news for the players driving it; it also creates opportunities – both for new tech companies which can take advantage of the region’s accumulated know-how, and for partners in other countries which can offer ancillary services, from co-development to marketing and sales.
But of course, in order to fully take advantage of these lucrative and emerging possibilities, software companies and their partners will need an excellent language services provider on side. This should preferably be a company who understands the intricacies and unique challenges of translating for the software sector, and who can provide a personal and advisory approach.
In today’s blog post, we are going to take a closer look at the factors behind this boom and how translation can play a key role in allowing companies to leverage it to the max. So strap yourself in and let’s set course for Scandinavian cyber space!
What is Driving the Nordic Software Boom?
According to a recent article by McKinsey, all four of the main Nordic countries are currently exporting more software products than they consume domestically. Sweden and Norway take the lead in this market, however Denmark and Finland are also punching above their weight and demonstrate ample room for further growth. From Software-as-a-Service solutions such as Spotify and Klarna to mobile apps and specialised programmes for use within healthcare, social services and more, the Nordics are playing a key role in providing digital interfaces that will make life easier for individuals all across the globe. According to the authors, a number of factors lie behind this boom:
Nordic citizens are early adopters: The Nordics are highly digitised societies. Many public agencies offer a high level of digital accessibility, and the widespread prevalence of online services has created a culture which values seamless and functional user experience. This situation creates fertile ground for automation work and software development which in turn, according to McKinsey, “enables software companies to more easily address other markets with products that reach a higher quality at an earlier stage and a lower cost of development.”
Existing success makes the region a hub for fresh growth: The Nordic software success story is in many ways a self-fulfilling prophecy. The early emergence of some key players within industry and technology (such as Ericsson and Nokia) buoyed confidence and encouraged investment, allowing for the organic development of tech hubs that fuel further growth. Over time, the presence of these big companies has led to the creation of a wider eco-system of tech entrepreneurs and financial partners, and it is from this eco-system that many of the region’s key tech and software exports have emerged.
Social welfare policies encourage risk-taking: The Nordics are well known for their progressive social policies which enable easy access to higher education and provide a social safety net to Nordic citizens. This means that Nordic entrepreneurs can both acquire the know-how and the skills they need to develop innovative solutions, and they also enjoy the security and stability to take the risks associated with starting up a new company in a competitive, global sector. Various government programmes such as Innovation Norway and the so-called flexicurity model in Denmark also play key roles here, ensuring a dynamic labour market that can respond to changing circumstances and leverage new opportunities.
Exports Fuelled by Translation
As with any cross-border enterprise, intercultural communication is the essential grease that keeps the wheels turning at all levels of the export journey. Given the high level of digital development that already exists in the Nordics, new avenues for growth lie in foreign, less developed markets. In order to reach them, good translation, localisation and cultural know-how will be essential – and this means more than simple word-for-word translations or AI-generated sales pitches.
In particular, it is important to pay consideration to the following challenges when translating for the software sector:
Context is key: One of the primary challenges of software translation can be context as strings of text are often extracted from code and presented out of context. This can be problematic as words will often be formulated differently depending on what they refer to. A list of colours in French, for example, will need to be adapted to the gender of the object they refer to. Software translators often therefore need to acquire a holistic understanding of the project, whether through communication with the client, access to reference materials or drawing on their acquired understanding of the software industry.
UX mindset: Software texts often exist to signpost or guide the user, and so it is from the user’s unique perspective that all translations need to be understood. What page has the user just come from, what functions do they need to perform now, and what would be the most efficient way to communicate the message of the source text to help them get the most out of the programme they are using? It is also important to localise text in order to make it as familiar and accessible as possible to the user, all in the service of an optimal user experience.
Data security and trade secrets: Confidentiality is another huge issue when it comes to software translation. Because the sector is moving at such a fast pace and competition is fierce to launch innovations and win market shares, trade secrets can be worth their weight in gold. This means you need a partner you can trust – with NDAs and all the approrpiate confidentiality safeguards in place. It is important not to risk feeding data into AI or machine-translation systems that may not be secure.
COMUNICA – Your Expert Partner in All Things Nordic and Tech
COMUNICA is both a boutique agency that specialises in the Nordic market, but also a competent partner with ample experience translating for tech and software companies. We understand the unique demands and requirements of this sector, and our project managers will be able to provide useful advice and hand-pick the right linguists for each and every job.
So whether you are a software developer, a marketing company or the potential partner of a Nordic software pioneer, be sure not to miss out on this exciting explosion of creativity and digital advancement. You can get in touch with us for a free, no-obligation quote or contact us directly with any questions.
