Framework for thinking through how to address the global / mobile challenge Target, Objective, Action, Strategy, Technology
Or is it an oxymoron?
Coca Cola told Facebook that they need to get their act together for mobile if they want to succeed. Global is not enough. Facebook – spurred on by an executive at Coca Cola who is on its advisory board – thinks mobile can double Facebook’s revenue See this article: http://www.businessweek.com/articles/2012-07-03/coca-cola-gives-facebook-global-reason-for-boosting-mobile-ads
Sounds simple right? How many of you have international content development guidelines. In writing?
Sounds simple right? How many of you have international content development guidelines. In writing?
Sounds simple right? How many of you have international content development guidelines. In writing?
Sounds simple right? How many of you have international content development guidelines. In writing?
Bosch does not appear to translate. In markets where they don’t have significant market share, they simply don’t sell their household products. An example would be France – where they do not appear to market and sell dishwashers and fridges. The company relies on localization and transcreation extensively for its desktop websites that target prospects, retailers, and investors. Local expectations are important. The classic story here is Gerber Baby Food. In the US, we sell Gerber Baby Food in jars with pictures of a fat baby with puffy cheeks on the label. This meets our cultural expectations. In Africa, the cultural expectation – because literacy is low – is that the picture on the outside of the jar is of the ingredients. So a picture of a baby with fat cheeks says that the baby food consists of … you guessed it … ground up baby! A lesson Gerber learned very, very painfully.
Bosch US
Bosch Germany
Bosch Brazil – Goes directly to a local dealer
Bosch China
Bosch India
There’s not one website you need to globalize and mobile but 4 – one for each geography.
Very simple math – 18 different websites x 64 different variants of mobile phones – that’s how many mobile phones Netflix says its writes to today – BTW – you get 1,152 different mobile variants Why bother?
As you know Apple won a $1B judgment against Samsung in the US – most people have interpreted this as a blow to Google and already Google has reacted by changing certain elements of the Android OS to make – what shall we call it – the overlap between it and the Apple iOS less evident. However in other geos, the same patent issue brought to court has resulted in a win for Samsung. The true winner could be Windows 8 – which has teamed with Nokia to develop the Lumens line of Smart Phones. While Windows 8 has virtually no market share today – this could change depending on what happens in international patent court.
How to get at the user’s information objectives?
When we do this work – or are presented with this research on behalf of our clients – what we find is that there are typically patterns of information consumption that cut across geographic lines . So our goal is to use the personas to assemble personas that can work in multiple geographies although some personas – like the microfinancing entrepreneur from the Indian villages we brought up earlier – may appear.
As we go through these personas – notice how they picture could apply to any of these personas – really. Personas in today’s world often cut across geographical lines. Although there are obvious exceptions – like in China – where censorship may make search more difficult.
This woman is asking “what does that mean” or the equivalent in Korean – by the way