Gartner predicts that the Software as a Service (SaaS) market will surpass $22 billion by 2015. Innovators and early adopters that implemented a SaaS model in the early years had a built-in competitive differentiator. They really didn’t need to think about different ways to attract and retain global customers because SaaS put them one step ahead of the competition and enabled them to win more business. They could get by just fine by communicating with prospects and customers using only the English language. After all, English is the common language of business people, right? Not anymore.
To stand out from the competition, in 2015 and beyond, companies must be able to personalize and customize the SaaS user experience with translation and localization. There are three key factors driving this change.