This slides explain importance of globalization while product development. English is not only language in world. Users prefer and more comfortable when product is available in there native languages.

1. 1
Why globalization? WWoorrlldd wwiiddee ppiiccttuurree
Pravin Satpute
Internationalization Team
Red Hat

2. Isn't English is sufficient?
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3. 3
NNuummbbeerr ooff ssppeeaakkeerrss !!!!

4. 4
[a]

5. LLaanngguuaaggeess wwiitthh aatt lleeaasstt 5500 mmiilllliioonn ffiirrsstt--llaanngguuaaggee
ssppeeaakkeerrss
Language Speakers in Millions
Chinese 1,197
Spanish 414
English 335
Hindi 260
Arabic 237
Portuguese 203
Bengali 193
Russian 167
5
[[bb]]

6. EEnngglliisshh lliitteerraaccyy rraattee iinn IInnddiiaa
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● As per 2011 census its 15%
● (Its high in urban side but low towards non-urban area)
● It makes out of 1.25B (125 crore) around 187M (18.75 crore)
can speak english.
● This population is more than twice population as UK (64M)
● It means any product in English will find good number of
consumers in India.

7. 7
Second LLaanngguuaaggee VVss FFiirrsstt LLaanngguuaaggee

8. SSeeccoonndd llaanngguuaaggee VVss FFiirrsstt LLaanngguuaaggee
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● If we are reading two newspaper one in first language and other
in second language which one can you read quickly? And
prefer?

9. SSeeccoonndd llaanngguuaaggee VVss FFiirrsstt LLaanngguuaaggee
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● Do you feel same emotions with certiain phrases in first
language and second language?

10. IInn oonnee ssttuuddyy,, CCaallddwweellll--HHaarrrriiss ccoommppaarreedd SSppaanniisshh--
EEnngglliisshh bbiilliinngguuaallss
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[[cc]]
● They read or heard the expressions, their skin conductance was
measured, which can change in response to emotional stimuli.
People responded to many emotional words similarly in their two
languages.
● ““SShhaammee oonn yyoouu!!”” or ““DDoonn’’tt ddoo tthhaatt!!”” elicited a stronger response
in Spanish for people who learned English late — who were
yelled at mostly in Spanish as children — while, for people who
learned English early, these reprimands produced the same
response in English and Spanish."

11. SSeeccoonndd llaanngguuaaggee VVss FFiirrsstt LLaanngguuaaggee
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● If the brand name is designed to communicate strong emotions,
which in marketing we believe is really important, then doing
that in the native language is much easier because it’s easier to
connect emotionally with people.

12. 12
Ted TTaallkk ffrroomm SSuuzzaannnnee TTaallhhoouukk [[dd]]

13. SSuuzzaannnnee TTaallhhoouukk:: ""DDoonn''tt kkiillll yyoouurr llaanngguuaaggee""
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● if you want to kill a nation, the only way to kill a nation, is to kill
its language.
● The Germans, French, Japanese and Chinese, all these nations
are aware of this. That's why they legislate to protect their
language.
● Turkey, Malaysia and others, they carried their language with
them as they were climbing the ladder, protected it like a
diamond.
● Started campaign to save Arabic language with slogan ""I talk to
you from the East, but you reply from the West.""

14. 14
When LLeeaarrnniinngg aa SSeeccoonndd LLaanngguuaaggee
MMeeaannss LLoossiinngg tthhee FFiirrsstt
-- Lily Wong Fillmore*
University of California, Berkeley
[[ee]]

15. LLeeaarrnniinngg aa SSeeccoonndd LLaanngguuaaggee MMeeaannss LLoossiinngg tthhee
FFiirrsstt !!!!
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● first discussed it in relation to French-Canadian and
Canadian immigrant children whose acquisition of
English in school resulted not in bilingualism, but in the
erosion or loss of their primary languages

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o Example off MMoobbiillee ggrroowwtthh iinn IInnddiiaa !!!!

17. MMoobbiillee pphhoonnee ggrroowwtthh iinn IInnddiiaa[[ff]]
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Do yyoouu tthhiinnkk ssaammee nnuummbbeerr wwee ccaann ggeett ffoorr
ssmmaarrttpphhoonnee??

19. YYeess,, oovveerr tthhee ttiimmee iitt wwiillll hhaappppeenn
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● It is all ready supporting
major indian languages.
[[gg]]

20. YYeess,, oovveerr tthhee ttiimmee iitt wwiillll hhaappppeenn
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[[hh]]

21. CCoonncclluussiioonnss
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● Yes, English do have importance in global business but still
there is huge diversity and need of languages in world.
● It is basic right of each individual to get product in his own
language. (RTI)
● Each product must be available in First language of users.

22. 22
QQuueessttiioonnss??

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TThhaannkkss aa lloott !!!!
PPlleeaassee hheellpp ttoo sshhaarree tthhoouugghhtt
psatpute AT redhat DOT com
Twitter @prravins
FB pravin.in

24. References
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(a) http://www.statsilk.com/maps/language-distribution-interactive-world-map
(b) http://www.ethnologue.com/statistics/size
(c) http://www.psychologicalscience.org/index.php/publications/observer/2012/may-june-12/speaking
-your-mind.html
(d) http://www.ted.com/talks/suzanne_talhouk_don_t_kill_your_language
(e) http://potowski-clone.abeedoo.com/sites/potowski-clone.abeedoo.com/files/Wong_Fillmore_losing
1st.pdf
(f) http://trak.in/tags/business/2007/06/19/indian-telecommunication-story-from-10-million-to-150-mil
lion-mobile-subscribers-in-5-years/
(g) https://blog.mozilla.org/wp-content/uploads/2014/08/Intex-Cloud-FX.jpg?8954f8
(h) http://articles.economictimes.indiatimes.com/2014-09-11/news/53811437_1_android-one-mobile-association-
google