2. Copyright 2010 - LÛCRUM MARKETING Taking Your Product Global - First Steps to Success Presented by: Tom Evans Vlada Kuznetsova Lûcrum Marketing McElroy Translation March 27, 2010
3. Copyright 2009 - LÛCRUM MARKETING Global Software Market Source: Digital Planet 2008 - WITSA (2009 Projected)
11. Make a Corporate Commitment Must make commitment to overcome the initial difficulties and financial requirements Top executives must be committed Commit sufficient funding to invest in and develop the market Allow time for market to develop
12. Selecting Markets Which markets to target? Market Research Where to start? Special considerations: Political, Economic, Social, Environmental, Legal Justify the Business Case Copyright 2010 - LÛCRUM MARKETING
13. Product Requirement Considerations Regulations Systems Interfaces/Integrations Different Business Processes Cultural Differences Logistics Infrastructure Distribution Channels Copyright 2010 - LÛCRUM MARKETING
14. Internationalization vs. Localization Localization vs. Internationalization I18N generalizes the content in preparation to go into any market, and can be done before a market has been chosen L10N is specific to chosen markets or locales Localization vs. Translation T9N converts written text to another language L10N makes concepts, images, ideas, and content understandable to the target user
15. Technical Considerations (Internationalization) Date and Time formats – including proper use of time zones Calendars Numbers Currency Weights and Measures Country-specific data (i.e. use of U.S. Social Security Numbers) Font support Character Support (SBCS, DBCS, Multi-Byte, Extended) Bidirectional language / GUI mirroring support Flexibility to handle non-U.S. versions of data such as addresses, telephone numbers, etc. Support for keyboards and input method editors (IMEs) to allow input of non-U.S. text Support for local hardware and standards Sorting / collation Operating Systems and Browsers
16. Elements of L10N Includes, but is not limited to: Translating text for use in specific markets aided by translation memory Adapting graphics to target audiences Modifying content layout to fit the translated text Converting to local currencies, and changing formats for dates, addresses, and phone numbers Addressing local regulations QA and testing Goal: Content (or a product) that looks and feels like it was originally created for the target mark
17. L10N: Case Study Languages German Danish Italian Swedish French Portuguese Greek Dutch Russian Norwegian Spanish CyrelPageMakerThermalDeveloperDocumentation
18. L10N: The Business Case Brands can be severly damaged when not localized properly: The Dairy Association's "Got Milk?" campaign Pepsi's "Come Alive With the Pepsi Generation“ Gerber’s baby food packaging fiasco Colgate introduced Cue in France
19. Select a Strong Channel Partner What do you want? Selling to your target market Specific market knowledge Capable of providing the necessary support and service Your product will be a significant part of their business
20. Effectively Enable Channel Partner What do channel partners need to succeed? Time commitment to develop the market Training & support to market, sell, implement and support product
21. Questions? Tom Evans Vlada Kuznetsova tevans@lucrum-marketing.comvlada@mcelroytranslation.com +1.512.961.5267 +1.512.279.3426 Copyright 2010 - LÛCRUM MARKETING
Now that we have established the business drivers for taking your product global, through the rest of this webinar, we are going to address the top keys to giving your product a passport that will enable you to achieve global success with your software solutions.
I want to begin by clarifying the role of Localization. Localization makes concepts, images, ideas, and content understandable to the target user and is specific to chosen markets and locales.
Includes, but is not limited to:Translating text for use in specific markets aided by translation memoryAdapting graphics to target audiencesModifying content layout to fit the translated textConverting to local currencies, and changing formats for dates, addresses, and phone numbersAddressing local regulations QA and testingNote that in cases for localizing currencies, changing data formats, addresses, phone numbers, etc., that when you choose to have your product internationalized, much of this is handled during that stage. However, during that stage much of these scenarios are streamlined globally, where as during localization, we can change the formats as necessary for the exact locale of the product. This will really depend on how far along you are in targeting markets at the internationalization stageGoal: Content (or a product) that looks and feels like it was originally created for the target mark
The Dairy Association's huge success with the campaign "Got Milk?" prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read "Are You Lactating?“Pepsi's "Come Alive With the Pepsi Generation" translated into "Pepsi Brings Your Ancestors Back From the Grave" in Chinese.When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the smiling baby on the label. Later they learned that in Africa, companies routinely put pictures on the labels of what's inside, since many people can't read.Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.
