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The Culture of Locali(s/z)ation

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It's important to always remember that the culture of your target audience when you're considering localising your application.

During this talk at ScotRUG, I highlighted common pitfalls and tried to encourage the audience to think a little differently when it comes to approaching a new market with their product.

A blog post accompanies this on my website which will help make the slides make sense.

Published in: Technology
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The Culture of Locali(s/z)ation

  1. 1. The culture of l10n Ryan Stenhouse@ryanstenhouse - http://ryanstenhouse.eu http://www.freeagent.com http://www.thehappygeek.co.uk
  2. 2. Originally I planed to• Probably end up patronising everyone by a really broad overview of Rails’ Internationalisation API..• Give a really contrived example and try to make a few points...• Worry about pitching the level of this talk just right so folks would get something out of it...
  3. 3. What I will do• Just jump straight to my point, after a flying introduction• Have some funny pictures to share• Hopefully start a discussion around the topic of localisation generally• Drink beer
  4. 4. Flying intro!• Go!
  5. 5. Understand the culture!• Google, eBay,Yahoo and plenty of others all failed in China because they missed out on this one important thing
  6. 6. Translation isn’t enough• Language is only one part of a Country’s cultural identity and there are other conventions, particularly around buying and selling that you need to understand.• How you present your information is equally as important as the language - and you can be sure you’re not doing that right.
  7. 7. A Question How do you say “please” to someone form a foreignculture to you which has no concept of politeness that you can see?
  8. 8. Politeness is an agreed way of behaving between individuals within a culture. The answer is “find out how to be polite”.
  9. 9. Colours Communicate What do you think of?
  10. 10. Colours Communicate What do you think of?
  11. 11. Colours Communicate What do you think of?
  12. 12. Colours Communicate What do you think of?Danger?
  13. 13. Colours Communicate What do you think of?Danger? Money?
  14. 14. Colours Communicate What do you think of? Danger? Money?Wealth and Luck
  15. 15. Colours Communicate What do you think of? Danger? Money?Wealth and Luck Death
  16. 16. It’s not just Text! l10n is a people problem.
  17. 17. Cheers.

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