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Managing A Global Product March 25
 

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.

Managing A Global Product March 25 Managing A Global Product March 25 Presentation Transcript