Managing A Global Product March 25

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  • 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.

Transcript

  • 1. please thank our sponsors
  • 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)
  • 4. Topics of Discussion
    • Making the Decision to Go Global
    • 5. Selecting International Markets
    • 6. Preparing Your Products
    • 7. Market Specific Requirements
    • 8. Internationalization
    • 9. Localization
    • 10. Market Entry Strategies
  • Make a Strategic Decision
    What Should Happen
    Strategic Decision
    Markets Researched & Prioritized
    Global Growth Plan Created
    Investments Made
    Boost Global Presence
    What Happens
    Opportunistic
    Met at Tradeshow
    Sounds Interesting
    Let’s Do Business
    Hope for success
  • 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
  • 22. please thank our sponsors