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Lionbridge: The Leading Global Retailers and Why
 

Lionbridge: The Leading Global Retailers and Why

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    Lionbridge: The Leading Global Retailers and Why Lionbridge: The Leading Global Retailers and Why Presentation Transcript

    • 1Global CustomerLifecycle SMThe LeadingGlobal Retailers…and WhyJohn YunkerByte Level Research
    • 2Copyright 2013. Confidential – Distribution prohibited without permissionWith You Today …John Yunker –PresenterWeb Globalization ConsultantByte Level Research@johnyunkerNick Panagopoulos –ModeratorVice President, Global MarketsLionbridge@NickAPan
    • 3We Are a Global Business Platform,Not a Rollup of Local Agencies1global Six Sigmamethodologytalent across100,000on demandcities7,500global emails delivered18 Billionwords translated 13 Billionweb pages managed1.5 Milliontests performed437 Million1common businessplatform26programmanagementcenters
    • 4Copyright 2013. Confidential – Distribution prohibited without permissionWebinar AgendaBest Practices in Web Globalization Website Profiles• Amazon.com• Apple.comES for the US Mobile Globalization TipsIn Retail, the World is Anything But Flat Q & A
    • 5Copyright 2013. Confidential – Distribution prohibited without permissionIn Retail, the World is Anything but FlatMeasurements(Units, Clothing Sizes)Measurements(Units, Clothing Sizes)Product SelectionProduct SelectionDeliveryDeliveryPayment Processing and Fraud MitigationPayment Processing and Fraud MitigationReturnsReturnsPrice (Currency and Exchange Rates)Price (Currency and Exchange Rates)Timing (Holidays, Seasons)Timing (Holidays, Seasons)Customer Support –Before, During, and After the SaleCustomer Support –Before, During, and After the Sale
    • 6Copyright 2013. Confidential – Distribution prohibited without permissionAmazon:  A Global Success Story (sort of)1995 1998 2013Amazon.com launched in 1995 – was “global” from day oneAmazon.com launched in 1995 – was “global” from day oneIn 1998, launched German and UK websitesIn 1998, launched German and UK websites15 years later, how many country websites does Amazon support? 15 years later, how many country websites does Amazon support? (As a point of reference, Starbucks went from 11 to 22 languagesin the past five years)BrazilBrazilCanadaCanadaChinaChinaFranceFranceGermanyGermanyItalyItalyJapanJapanSpainSpainUnited KingdomUnited Kingdom
    • 7Copyright 2013. Confidential – Distribution prohibited without permissionFrom Amazon’s 2011 Annual Report“Our international activities are significant to our revenues and profits, and we plan to further expand internationally.”“In certain international market segments, we have relatively little operating experience and may not benefit from anyfirst‐to‐market advantages or otherwise succeed. It is costlyto establish, develop and maintain international operations and websites and promote our brand internationally.” “Our international operations may not be profitableon a sustained basis.”
    • 8Copyright 2013. Confidential – Distribution prohibited without permissionFrom Amazon’s 2011 Annual Report *Excerpted list“We expect that, over time, our International segment will represent 50% or more of our consolidated net sales.”In addition to risks described elsewhere (in this section), our international salesand operations are subject to a number of risks, including:*• Lower levels of consumer spendingand fewer opportunities for growth compared to the U.S.• Lower levels of credit card usage and increased payment risk• Difficulty in staffing, developing and managing foreign operations as a resultof distance, language and cultural differences• Government regulation of e‐commerce• Restrictions on sales or distributionof certain products or services• Limited fulfillment and technology infrastructure• Laws and regulations regarding consumer and data protection• Lower levels of use of the Internet
    • 9Copyright 2013. Confidential – Distribution prohibited without permissionWebinar AgendaIn Retail, the Worldis Anything But FlatWebsite Profiles• Amazon.com• Apple.comES for the US Mobile Globalization TipsQ & ABest Practices in Web Globalization
    • 10Copyright 2013. Confidential – Distribution prohibited without permissionBest Practices in Web GlobalizationThink Global, Mobile and SocialSocialMobileGlobal• Global reach(20+ languages)• Global consistency with local flexibility• Local content, easily found by users• Language parity between PCto mobile• Optimized for performance and usage scenarios• Support market‐and language‐specific social platforms• Integrate and promote social networks on the local websites
    • 11Copyright 2013. Confidential – Distribution prohibited without permissionLanguages• French• German• Japanese• Spanish • Chinese (Simplified) 0510152025302005 2006 2007 2008 2010 2011 2012 2013Average Number of Languages0510152025302005 2006 2007 2008 2010 2011 2012 2013Average Number of LanguagesAll other languages28%ArabicTurkishKoreanFrenchRussianGermanPortuguese (Brazil)Japanese5%Spanish9%English18%Chinese24%Fewer than a quarter of all Internet usersare native‐English speakers.If your company were to support just 10 languages,here are the most popular languages supportedby global websites today:• Italian• Russian• Korean• Portuguese (Brazil)• Dutch
    • 12Global Templates Enable Efficient Globalization
    • 13Copyright 2013. Confidential – Distribution prohibited without permissionWhat’s Your Global Gateway Strategy?Elements of Global Navigation:21 34
    • 14Global Gateway Tip:  Don’t Over‐translate
    • 15Use a “Universal” Global Gateway
    • 16Holidays Are Uniquely Local
    • 17Some Holidays Are Becoming More Global
    • 18Even Prices May be Localized
    • 19Even Prices May be Localized
    • 20Even Prices May be Localized
    • 21Even Prices May be Localized
    • 22Copyright 2013. Confidential – Distribution prohibited without permissionSuccessful Web Localization is AboutManaging Expectations• Are you selling to English‐speakers outside of the US vs. sellingto the world?• Do you provide end‐to‐end language‐specific experiences?• Customer service is an untapped opportunity• Transparency is essential. Don’t be afraid to be honest about limitations
    • 23Managing Expectations
    • 24Outsourced Shipping
    • 25Copyright 2013. Confidential – Distribution prohibited without permissionWebinar AgendaBest Practices in Web Globalization ES for the US Mobile Globalization TipsQ & AWebsite Profiles• Amazon.com• Apple.comIn Retail, the Worldis Anything But Flat
    • Copyright 2013. Confidential – Distribution prohibited without permissionAmazon.com
    • 27Global Consistency, Local Flexibility
    • 28Global Consistency, Local Flexibility
    • 29Localization is All About Details
    • 30Lots of Details
    • 31Geo‐location in Action
    • 32Mobile
    • Copyright 2013. Confidential – Distribution prohibited without permissionApple.com
    • 34Consistency
    • 35“Greater China” Accountsfor 13% of Total Revenues
    • 36iTunes Serves 50+ Markets
    • 37…But What About All Those Flags?
    • 38Copyright 2013. Confidential – Distribution prohibited without permissionWebinar AgendaBest Practices in Web Globalization Website Profiles• Amazon.com• Apple.comMobile Globalization TipsQ & AES for the USIn Retail, the Worldis Anything But Flat
    • 39Copyright 2013. Confidential – Distribution prohibited without permissionCompanies That Offer USSpanish‐language Websites
    • 40Depth of Localization is Critical to Success
    • 41Manage eCommerce Expectations
    • 42Manage Customer Support Expectations
    • 43Copyright 2013. Confidential – Distribution prohibited without permissionWhat’s the Best URL for theSpanish‐language Website?www.acme.com/eswww.acme.com/espanolwww.acme.com/spanishespanol.acme.com
    • 44Copyright 2013. Confidential – Distribution prohibited without permissionWhat’s the Best URL for theSpanish‐language Website?www.acme.com/eswww.acme.com/espanolwww.acme.com/spanishespanol.acme.comwww.acme.com/eswww.acme.com/espanol
    • 45Copyright 2013. Confidential – Distribution prohibited without permissionWebinar AgendaBest Practices in Web Globalization Website Profiles• Amazon.com• Apple.comES for the US Q & AMobile Globalization TipsIn Retail, the Worldis Anything But Flat
    • 46Copyright 2013. Confidential – Distribution prohibited without permissionEarly Days of Mobile• Few companies provide language parity across their websites and mobile apps• Consider the user who accesses your Spanish‐language website at work, then goes opens a mobile app that supportsonly English54222015985520 10 20 30 40 50 60YouTubeIKEA CatalogFacebookPayPalApple StoreNe lixAmazon MobileeBayStarbucksLanguage Count by iOS App54222015985520 10 20 30 40 50 60YouTubeIKEA CatalogFacebookPayPalApple StoreNe lixAmazon MobileeBayStarbucksLanguage Count by iOS App
    • 47Ebay on iPhone and iPad
    • 48Copyright 2013. Confidential – Distribution prohibited without permissionMobile Globalization Tips• Global gatewayreadily accessible• Global gatewayreadily accessibleMobile website should maintain language parity with the PC websiteMobile website should maintain language parity with the PC websiteMobile app should align automatically with OS localeMobile app should align automatically with OS localeMobile websites should use language negotiation (detection)Mobile websites should use language negotiation (detection)Manage mobileterminology separatelyfrom PC terminologyManage mobileterminology separatelyfrom PC terminology Strict weight limitsStrict weight limitsInternationalized application (keep text out of imagesand separate from code)Internationalized application (keep text out of imagesand separate from code)00100100111 22 3344 55 66
    • 49Thank youResources available for you…John YunkerByte Level ResearchEmail: jyunker@bytelevel.comTwitter: @johnyunker Blog:  www.globalbydesign.comBooks:  www.bytelevelbooks.comNick PanagopoulosLionbridge TechnologiesEmail: Nick.Panagopoulos@lionbridge.comTwitter: @NickAPanhttp://blog.lionbridge.com/marketing info.lionbridge.com/JY_LeadingGlobalRetailers_2013Download the Full ReportVisit the Lionbridge Global Marketing Ops Blog www.lionbridge.com
    • 50Global CustomerLifecycle SMwww.lionbridge.comhttp://blog.lionbridge.comhttp://twitter.com/Lionbridgehttp://www.facebook.com/L10nbridgeThank YouJohn YunkerByte Level ResearchNick PanagopoulosLionbridge Technologies