Online Dating Localization[1]

Slide 1: Webinar Presentation: Go Global and Localize the Online Dating Experience Yves Lang Vice President, Sales and Marketing / Chief Sales Officer ENLASO Corporation

Slide 2: ENLASO Language Technology Center • Localization Webinars and Seminars • The ENLASO Multilingual Standard Electronic Newsletter • Development of language technologies • Localization training and consulting • Active participation in the establishment of standards and best practices through active involvement with: • GALA • STC • UNICODE • W3C • ATA

Slide 3: Go Global and Localize the Online Dating Experience • Today’s audience • Ask Yves Lang questions! – Yves will answer your questions at the end of the presentation – Any questions not addressed will be answered in writing and provided to all attendees shortly • Request a copy of the presentation – If you would like to request a copy of this presentation, please email Chris Raulf at: marketing@translate.com or by calling (303) 516 0857 x103

Slide 4: Go Global and Localize the Online Dating Experience Yves Lang Vice President, Sales and Marketing / Chief Sales Officer ENLASO Corporation

Slide 5: Overview 1. Top 10 Lists 2. Some Internet Dating Statistics 3. International Expansion 4. The Industry Pioneer: Match.com 5. Challenges Of Going Global - The Prerequisite: Internationalization - Culture vs. Language - Localization - Case Studies 6. Conclusion

Slide 6: 1. Top 10 Lists

Slide 7: There Are Many… • Just like a new job, I offer excellent benefits. • Willing to lie about how we met! • I like my men to be like my bra – supportive! • We were all born to die. • Beauty fades. Dumb is forever. * Online Dating Magazine

Slide 9: 2. Some Internet Dating Statistics

Slide 10: Your Basic Statistics • Up to 30% of American singles have used matchmaking sites • Women, on average, receive over 5 emails daily • The overall cost of personal sites has dropped over the last 2 years • Generally, guys prefer women younger than themselves • Most girls say personality is much more important than looks • Men, on average, receive only 1 or 2 emails daily • 60% of women prefer men older than themselves * The Internet Dating Guide

Slide 11: More Stats… • Most people prefer buying and interacting in their own language (over 52 %) • Language significantly influences more important purchases like paid subscriptions/memberships (over 85%) • It takes more than local language to sell something • Does language matter? * Common Sense Advisory “Can’t Read, Won’t Buy: Why Language Matters on Global Websites”

Slide 12: 3. International Expansion

Slide 13: International Trends • In the US, one in twenty Internet visits went to a social networking/online dating site • In Europe, the number is one in eighteen • In France, one out of fifteen adults are members of an online dating service • For France-based Meetic, membership has soared by more than 20,000 new users/day • There is big money beyond the US borders

Slide 14: International Players Canada Lavalife, True.com, Reseaucontact UK Match.com, True.com, Dating Direct Europe Match.com, Meetic, True.com, MSN, Supereva.it, Relatieplanet.nl, ILove.de, Recontre.com Latin America Amigos.com, Match.com, Meetic Asia Match.com, Meetic

Slide 15: How Many Can You Reach?

Slide 16: 4. The Industry Pioneer: Match.com

Slide 17: History • Launched on April 21, 1995 • Brought online dating into the mainstream • In 10 years, Match.com has grown to more than 15 million members with profiles posted and one 1 million paying subscribers • 60,000 new members register every day worldwide • 30 sites in 18 languages in 32 countries over 6 continents

Slide 19: 5. Challenges Of Going Global

Slide 20: Some Definitions… Locale “Combination of language, cultural preferences, character set, and other information that describes a particular target market or audience.” Translation “Process of translating, editing and proofing text.” Globalization (G11N) “Combination of internationalization and localization, as well as implementation of a global strategy from early product development through localization.”

Slide 21: More Definitions… Internationalization (I18N) “Process of creating (or re-engineering) a system to support multiple locales with a single set of source code. Usually a pre-requisite for successful localization.” Localization (L10N) “Process of adapting a product for a particular locale. Usually comes after internationalization in the shape of a package of services.”

Slide 22: The Prerequisite: Internationalization • Use of site and functionality in other locales • Reduced time and cost for localization • Higher revenues and profits from other markets • Single source code for all sites worldwide • Simpler maintenance • Improved quality and code architecture • Adherence to important standards

Slide 23: What Is Culture? • Set of values, norms, and artifacts • “Different cultures” • Cultural values • Building culture • Culture and online communities / dating • If you do go global or even just address different demographics…

Slide 24: Language • Does language matter? • Symbols and norms • An example: what is considered obscenity? • Design for localization and empower users • The solution: proper localization

Slide 25: The Basics Of Localization • Formatting requirements (time, date, numbers, currency) • Writing system and language: - Word order - Word delimiters - Sort order - Capitalization - Hyphenation - Spelling and grammar - Punctuation - Character sets - Cultural context - Standards and laws • A final key step: localization testing

Slide 27: Case Studies: Match.com

Slide 36: Case Studies: Meetic’s Ulteem.com

Slide 46: 6. Conclusion

Slide 47: Conclusion • Constant growth of the industry • Trend is international and multilingual • If you’re gonna do it, do it right…

Slide 48: The Future?

Slide 49: References • The Internet Dating Guide • Online Dating Magazine • “The State of the Industry” – Meir Strahlberg, CEO, Date.com • “G/localization: When Global Information and Local Interaction Collide” – Danah Boyd • “Can’t Read, Won’t Buy: Why Language Matters on Global Websites” – Donald A. DePalma, Benjamin B. Sargent, Renato S. Beninatto, Common Sense Advisory • “Match.com: In Search of a Professional, “Non-Smoking” Web Localization Partner” – Yves Lang, VP Sales/Marketing, ENLASO Corporation • “Finding the perfect global partner: Meetic and ENLASO pair up for multilingual on-line dating” – Maxwell Hoffmann, Manager of Consulting and Training Solutions, ENLASO Corporation

Slide 50: Questions ques·tion Pronunciation Key (kw s ch n) n. a.An expression of inquiry that invites or calls for a reply. b.An interrogative sentence, phrase, or gesture. 2.A subject or point open to controversy; an issue. 3.A difficult matter; a problem: a question of ethics. 4.A point or subject under discussion or consideration. a.A proposition brought up for consideration by an assembly. b.The act of bringing a proposal to vote. 6.Uncertainty; doubt: There is no question about the validity of the enterprise. Yves Lang ylang@translate.com 303 516-0857 x102 Chris Raulf craulf@translate.com 303 516-0857 x104

Slide 51: Thank you! ENLASO Corporation (www.translate.com) can help: Contact Yves Lang at: ylang@translate.com (303) 516-0857 ext. 102

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