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A EUROPEAN / lE/ V
ON / V EB 20

BY NICOLE SIMON
AT THE WEB2OPEN,  APRIL 07

    

or:  make it easy for me to play with you
What is this about

- 
5’ a glimpse into the world from outside of the US

'3 give you an idea about what happens in Europ...
Why should you care? 

C‘ at first I said because you should be nice
but you are not interested. 

'3 then:  we have money...
It is about being ready
- 

U Including other views /  regions does not mean you
have to go local in every bit. 
There are...
- Warnings and Assumptions

Yes this is going to be over the top. 

Due to time it is very
generalizing and simplifying!
Simplifying , .,You"

For this we will assume that , ,you“ are
U. S. citizen

have some kind of application or product

cu...
Simplifying , .,/ ‘~. "E“

My examples are based on personal experience but
I have talked to many people about this

it do...
Simplifying Web 2.0

- 
5' interesting things /  sites /  producs happen
'3 I have access.  I am connected. 

'3 I want to...
W

- Some quick questions
How many of you
— 

5' are from the U. S.? 
'3 do you have customers /  users outside of the US? 

'3 that you know of?
How many of you

- 
Language: 
'3 have learned at least a foreign language in school? 

'3 How many of you are able to spe...
- Some Information on Europe
A lot of countries
We do have money
- 

5' “The EU has the world's largest economy with an

estimated nominal GDP of 14.2 trillion USD (2006)...
We do speak the language
- 

I.  l 8% German
2. 12% French

3. 13% English
4. l 3% Italian

5. 9% Spanish

6. 9% Polish

7...
/ /e do speak the language

I 8% German
I 2% French

I 3% English

I 3% Italian
9°/ o Spanish
9°/ o Polish
5% Dutch

51% E...
This means: 
- 

'3 355 million possible users /  customers which can
communicate in ENGLISH. 

'3 Studies say,  that for ...
fyi:  interesting report
— 

'3 European Commission,  Many tongues,  one family. 
Languages in the European Union

Luxembo...
lit is a different world though
Different culture - and a lot of them
— 

'3 Different countries mean
'3 different ways things work and biz is conducted
'...
Different Skill sets and interests
— 

fluent in english

integrated in web 2.0

     
    

normal people
holiday english...
Main problem:  Language silos

5' The big countries do have dubbed television and
foreign languages are not embraced in da...
Consequences
- 

5' when you try to adapt you often fail miserable
5' References f. e. to competitors are not understood

...
- Some examples of annoyances

What I stumble on in everyday life
No,  it is not

Opening up an office in the UK /  London does not
mean coming to Europe. 

It means coming to the UK. 

Ha...
Promises,  Promises .  . . 

K 
5' , ,We covers all your needs! “

'3 , ,Free shipping! “

5' sweepstakes,  bonus options,...
I would like to buy that

many many options you are used to are not
available to me! 

usually no availabilty of internati...
Date,  time,  numbers

- 
5' today is 17.04.07 and it should be around I6:I 0

'3 this is the second day of the week

5' m...
I am not alone; 

Joi Ito about going UTC
http:  / /  ioi. ito. com /  a rchives /  2007/ 04 /  I 5 /  going_utc. htm| 

“...
My hometown is Lijbeck,  Germany

ning. com:  ,, Sorry,  but for security reasons your
location can only contain letters, ...
I am not alone: 

-  
Rick Sigal,  VC,  about TrypSync
http:  / /  ricksegaI. typepad. com/  pmv/  2007/ O4 / tripsync_mor...
Yes I run a German Windows 
- 

5' Example of refused installation

Tablet Experience Pack is only possible with patching
...
I do not care about Yahoo or MSN
- 

5' Google Search is nearly the only enginge which
allows me to search and get relevan...
common knowledge

- 
5' Explain fast in simple words to me: 

5' what does 41 I mean? 
5' 401 K?  IRS? 

5' What are Tater...
To sum it up: 
- 

These are iust some annoyances. 

There are many more. 
And it goes deeper than that. 

Result? 
I am g...
They are iust copy cats
- 

'3 Do not mistake the effect local language has on an
application.  Those so called copy cats ...
- Some Suggestions
Engage your audience
- 

5' Encourage others to voice /  write about their
problems and experiences. 

5' But be prepared ...
Ways to get in contact
- 

The European scene does have events which are
english only due to the huge amount of different
...
We know 
— 

'3 Going international and localization is not easy. 
5' It is very costly.  It has to be refinanced in some ...
There are steps in between

you
It is about being ready
- 

5' If you cannot , ,go international“ due to the way you
have set up your product /  database ...
Think outside of the box
- 

'3 allow some adaptions like for example the date
issues — it will make a huge difference

5'...
Thanks for your attention!  Questions? 
—

Nicole Simon y ,3,‘

European Social Media Specialist

Technology Implementatio...
A European View On Web 2.0
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A European View On Web 2.0

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My presentation at the Web2open during the Web 2.0 Expo in San Francisco, April 07. It is meant to give some ideas how you can think global and prepare for internationalisation and why you should do that.

Published in: Technology, Education
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  • Hi Nicole,



    I have just checked out the first couple of slides and am looking forward to the rest. Being Australian, I am interested in education, espcially in Europe since I am a languages teacher -French, German and Italian. Web 2.0 tools are a great opportunity for bringing like minds together to learn.
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A European View On Web 2.0

  1. 1. A EUROPEAN / lE/ V ON / V EB 20 BY NICOLE SIMON AT THE WEB2OPEN, APRIL 07 or: make it easy for me to play with you
  2. 2. What is this about - 5’ a glimpse into the world from outside of the US '3 give you an idea about what happens in Europe and some of the difficulties U why working against decades of training is hard '3' why you should care and what you can do without too much effort 5’ and why the subtitle could have been , ,reiected, frustrated — I want revenge! “
  3. 3. Why should you care? C‘ at first I said because you should be nice but you are not interested. '3 then: we have money too but most of you are not interested. '3' now: we have blogs and podcast too. And pagerank. and will voice our opinions for everybody to read. In English. are you interested now?
  4. 4. It is about being ready - U Including other views / regions does not mean you have to go local in every bit. There are steps in between. D We are easy to satisfy. Really. '3 Start with showing us you actually care. 5’ Remember: you might not think it worth your efforts but what if your competitors start doing so?
  5. 5. - Warnings and Assumptions Yes this is going to be over the top. Due to time it is very generalizing and simplifying!
  6. 6. Simplifying , .,You" For this we will assume that , ,you“ are U. S. citizen have some kind of application or product currently only speak one language can't point to where most countries in Europe are
  7. 7. Simplifying , .,/ ‘~. "E“ My examples are based on personal experience but I have talked to many people about this it does reference a lot of German examples, but most things can be applied to other countries I , ,only‘‘ speak one other language besides German can't point to most countries neither
  8. 8. Simplifying Web 2.0 - 5' interesting things / sites / producs happen '3 I have access. I am connected. '3 I want to use it. Make biz with it. Buy it. '3 I want to do what you promise me I can do with it - But you will show me over and over again that I am not welcome here.
  9. 9. W - Some quick questions
  10. 10. How many of you — 5' are from the U. S.? '3 do you have customers / users outside of the US? '3 that you know of?
  11. 11. How many of you - Language: '3 have learned at least a foreign language in school? '3 How many of you are able to speak that today?
  12. 12. - Some Information on Europe
  13. 13. A lot of countries
  14. 14. We do have money - 5' “The EU has the world's largest economy with an estimated nominal GDP of 14.2 trillion USD (2006) accounting for 35% of world GDP. " 5' “Population by 1. July 2002: nearly 710 million“ 5' (source for text and graphics: Wikipedia article on Europe)
  15. 15. We do speak the language - I. l 8% German 2. 12% French 3. 13% English 4. l 3% Italian 5. 9% Spanish 6. 9% Polish 7. 5% Dutch
  16. 16. / /e do speak the language I 8% German I 2% French I 3% English I 3% Italian 9°/ o Spanish 9°/ o Polish 5% Dutch 51% English 32% German 26% French I6% Italian I5% Spanish I0°/ o Polish 7% Russian 6% Dutch
  17. 17. This means: - '3 355 million possible users / customers which can communicate in ENGLISH. '3 Studies say, that for the future foreign language skills will increase because they are considered necessary '3 But: English ist not , ,American Choice“ but common ground in working together
  18. 18. fyi: interesting report — '3 European Commission, Many tongues, one family. Languages in the European Union Luxembourg: Office for Official Publications of the European Communities, 2004. ISBN 92-894-7759-8. Retrieved on February 3, 2007. http: / / eu ropa. eu. int / comm / publications / booklets / m ove/45/en. pdf
  19. 19. lit is a different world though
  20. 20. Different culture - and a lot of them — '3 Different countries mean '3 different ways things work and biz is conducted '3 different market requirements 5' how products are used 5' etc.
  21. 21. Different Skill sets and interests — fluent in english integrated in web 2.0 normal people holiday english what is the web?
  22. 22. Main problem: Language silos 5' The big countries do have dubbed television and foreign languages are not embraced in daily life = = people are used to their own language 5' Results: 5' Many publications / books are not available '3 reports on your tv / print are not on the radar 5' blogs / podcast / gossip are not recognized '3 reinventing the wheel
  23. 23. Consequences - 5' when you try to adapt you often fail miserable 5' References f. e. to competitors are not understood '3 What is hype here is unknown over in Europe in many cases — which is why big companies and names win '3 With focus on iust the States and what is happening over here suddenly , ,|oca| european alternatives“ are much more attractive
  24. 24. - Some examples of annoyances What I stumble on in everyday life
  25. 25. No, it is not Opening up an office in the UK / London does not mean coming to Europe. It means coming to the UK. Having translations is just one step. But not necessary the first or only one.
  26. 26. Promises, Promises . . . K 5' , ,We covers all your needs! “ '3 , ,Free shipping! “ 5' sweepstakes, bonus options, special offerings , ,only available for eligable persons“ = you are not worth it I do not care about legal. I want what she‘s having.
  27. 27. I would like to buy that many many options you are used to are not available to me! usually no availabilty of international shipping, mostly not even if I ask for it credit cards are not used as in the US good exception Amazon: you can replace . com by . de and just buy
  28. 28. Date, time, numbers - 5' today is 17.04.07 and it should be around I6:I 0 '3 this is the second day of the week 5' my country only has one timezone. most countries around mine have the same I do not speak , ,central or mountain time“ '3 your downtime at night is in the middle of the day for me! '3 I,000 is one for me. '3 Good exception: Google Calendar and Calc
  29. 29. I am not alone; Joi Ito about going UTC http: / / ioi. ito. com / a rchives / 2007/ 04 / I 5 / going_utc. htm| “ I'm so sick of time zones and daylight savings and my blog posts being all funky because of it. [.. .] It actually makes it much easier if you convert to UTC for me. There are too many moving parts otherwise. [.. .] “
  30. 30. My hometown is Lijbeck, Germany ning. com: ,, Sorry, but for security reasons your location can only contain letters, numbers, and some punctuation characters. ” (ii is ASCII 252) Salesforce, last year: ,, you can plan everything with Google Maps“ - sorry, we did not have them back then I am used to having Europe as the center of all views on maps and alike - not the US.
  31. 31. I am not alone: - Rick Sigal, VC, about TrypSync http: / / ricksegaI. typepad. com/ pmv/ 2007/ O4 / tripsync_more_l. html “ The most annoying part was allowing you to select things like Canada as your home country with the rest of the address fields still being US centric. [. ..] Which, of course, brings me to the punch line: Why contact me, I'm in Canada. ”
  32. 32. Yes I run a German Windows - 5' Example of refused installation Tablet Experience Pack is only possible with patching by HEX because of the German XP '3 Example of stupid programmers: there are variables for folders like , ,C: Programme“
  33. 33. I do not care about Yahoo or MSN - 5' Google Search is nearly the only enginge which allows me to search and get relevant results — because they do include much more , ,|inguistic stuff“ into it than competitors. 5' The key is not UI, but relevance 5' Google has a market share of over 90 percent in Germany, in my opinion due to making it work linguistic wise.
  34. 34. common knowledge - 5' Explain fast in simple words to me: 5' what does 41 I mean? 5' 401 K? IRS? 5' What are Tater Tods and what is school house rock? 5' Your , ,Pop culture knowledge“ is not mine! '3 I am advanced in this but I am working against over 3 decades of training
  35. 35. To sum it up: - These are iust some annoyances. There are many more. And it goes deeper than that. Result? I am going to take my business elsewhere. But in the meantime I will talk about you.
  36. 36. They are iust copy cats - '3 Do not mistake the effect local language has on an application. Those so called copy cats are VERY successful. '3 This will not change when the , ,original“ starts, it they do not understand the market. '3 Examples: '3 StudiVZ vs. Facebook '3 Xing (openbc) vs. Linkedln 5' Yahoo vs. Google
  37. 37. - Some Suggestions
  38. 38. Engage your audience - 5' Encourage others to voice / write about their problems and experiences. 5' But be prepared that they WILL talk to you and it will not necessary be pretty '3 It may sound small and unimportant to you. It is not to us.
  39. 39. Ways to get in contact - The European scene does have events which are english only due to the huge amount of different people. Visit them. Talk to people. There are two European groups available in upcoming. org for events in English: 5' European New Media Conferences http: //upcoming. org/ g roup/ I 927/ '3 European New Media Meetups http: //upcoming. org/ group/ I 928/
  40. 40. We know — '3 Going international and localization is not easy. 5' It is very costly. It has to be refinanced in some way. '3 But you could at least try.
  41. 41. There are steps in between you
  42. 42. It is about being ready - 5' If you cannot , ,go international“ due to the way you have set up your product / database / menues, you will soon have problems. 5' Thinking about adjustments for example for going local can show you other downfalls with your product / proiect. '3 Integrating other requests will bring you forward.
  43. 43. Think outside of the box - '3 allow some adaptions like for example the date issues — it will make a huge difference 5' let us help you (bsp language translations) 5' my theory: Firefox got spread so wide due to the cute icon — and the localized version 5' take notice and try to pay attention
  44. 44. Thanks for your attention! Questions? — Nicole Simon y ,3,‘ European Social Media Specialist Technology Implementation Analyst I’ I consulting / seminars / feedback 1 blogs, podcasts, communties and virtual worlds for professional and private endeavours contact: http: //crue| tobekind. org/ contact. php https: / / www. xing. com / profile / Nico| e_Simon /

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