Product Internationalization Strategies by Amazon Alexa Sr PM
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This talk will explore real world examples and offer tips that will help build products and acquire customers in such economies. Key focus areas: - How to use data for internationalization? - Which features/ products should you prioritize when expanding globally? - How to avoid pitfalls in translation and localization of a Product?
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Product Internationalization Strategies by Amazon Alexa Sr PM
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- 10. Tejaswini Marathe T O N I G H T ’ S S P E A K E R
- 12. We love industry jargons! g11n? i18n? l10n? t9n? Globalization Internationalization Localization Translation
- 14. Agenda 1. Why globalization? 2. i18n 101 3. l10n Playbook 4. Q&A
- 16. Increasing Internet users (+potential) outside of the US Internet Users – Top countries, 2018 Global internet users = China @ 21% of Total… India @ 12%... USA @ 8% Global internet users = Asia Pacific leads in users + Potential NOTE: Internet user data is as of mid year. SOURCE: united Nations/International telecommunications Union, USA Census bureau, Pew Research (USA), China Internet Network Information Center (China), Islamic Republic News Agency / InternetWorldStats / Bond estimates (Iran), Bond estimates based on IAMAI data (India) and APJII (Indonesia) 0 0.8B 1.6B Mexico China India Indonesia Brazil Iran (I.R.) United States Japan Russia Germany The Philippines United Kingdom Nigeria France Turkey Internet users Non-Internet users Internet Users – Top countries, 2018 0 3B 6B North America Europe Latin America and Caribbean Asia Pacific Africa and Middle East 53% of Global internet users 45% Internet user penetration in Region 15% 78% 13% 32% 10% 62% 9% 89% Internet users Non-Internet users
- 17. Increasing Non-English speaking internet users Top ten languages used in the web – April 30, 2019 (Number of internet users by language) Top ten languages in the internet World population for this language (2019 estimate) Internet users by language Internet penetration (% population) Internet users growth (2000-2019) Internet users % of World (Participation) NOTES: (1) Top Ten Languages Internet Stats were updated in April 30, 2019. (2) Internet Penetration is the ratio between the sum of Internet users speaking a language and the total population estimate that speaks that specific language. (3) The most recent Internet usage information comes from data published by Nielsen Online, International Telecommunications Union, GfK, and other reliable sources. (4) Population estimates are based mainly on figures from the United Nations Population Division and local official sources. (5) For definitions, methodology and navigation help, please see the Site Surfing Guide. (6) These statistics may be cited, stating the source and establishing an active link back to Internet World Stats. Copyright 2019, Miniwatts Marketing Group. All rights reserved worldwide. English 1,485,300,217 1,105,919,154 74.5 % 685.7 % 25.2 % Chinese 1,457,821,239 863,230,794 59.2 % 2,572.3 % 19.3 % Spanish 520,777,464 344,448,932 66.1 % 1,425.8 % 7.9 % Arabic 444,016,517 226,595,470 51.0 % 8,917.3 % 5.2 % Portuguese 289,923,583 171,583,004 59.2 % 2,164.8 % 3.9 % Indonesian/Malaysian 302,430,273 169,685,798 56.1 % 2,861.4 % 3.9 % French 422,308,112 144,695,288 34.3 % 1,106.0 % 3.3 % Japanese 126,854,745 118,626,672 93.5 % 152.0 % 2.7 % Russian 143,895,551 109,552,842 76.1 % 3,434.0 % 2.5 % German 97,025,201 92,304,792 95.1 % 235.4 % 2.1 % Top 10 languages 5,193,327,701 3,346,642,747 64.4 % 1,123.0 % 76.3 % Rest of the Languages 2,522,895,508 1,039,842,794 41.2 % 1 ,090.4 % 23.7 % World total 7,716,223,209 4,386,485,541 56.8 % 1,115.1 % 100.0 %
- 18. Changing customer preferences 56% claim that their ability to get information on products and services in their native language trumped pricing in terms of preference. 87% who can’t understand English, won’t buy from English-only websites 20% Of the World’s population on the planet speak english
- 19. i18n Making software flexible enough so that it can adapt easily.
- 20. es_ES Spanish spoken in Spain en_CA es_US fr_CA English spoken in Canada Spanish spoken in the US French spoken in Canada Best practices: Create a Locale
- 21. Pitfall 1: All languages are as concise as English
- 22. Pitfall 2: All languages have the same format
- 23. Pitfall 3: There is one version of the language Languages are unique to the region/country ● Temperature: Celsius or Fahrenheit ● Decimal Separator: Comma or Dot ● Thousand Separator: Dot or Comma ● Distance: Kilometers or Miles ● Weight: Pounds or Kilograms
- 24. Pitfall 4: One official language per country
- 25. Best Practices: Design with i18n in mind
- 26. L10n Guidebook
- 27. Phase 0: Internationalization Incorporate i18n best practices into software code Image credits: https://www.redclick.com.my/cash-on-delivery
- 28. Determine launch strategy How to use data to identify the next opportunity for your products? 1. Publicly available sources 2. Screening product reviews for insights 3. Developing insights into existing portfolio 4. Enabling export directly to customers where you see a demand Ground work Set up Development Launch Post Launch
- 29. Hyper localized version vs one-size-fits-all? Netflix’s success can be attributed to two strategic moves: ● a three-stage expansion process into new markets ● the ways it worked with those markets (local-to-local and local- to-global) Source Ground work Set up Development Launch Post Launch
- 30. Foundational research and benchmarking Perform International foundational research ● Data connectivity ● Battery life ● Device cost and capability ● Data cost Do Benchmarking study against competitors Ground work Set up Development Launch Post Launch
- 31. Define l10n MVP Determine the MVP and locally relevant features (i.e Customer delighters) Example: Cash on delivery Ground work Set up Development Launch Post Launch
- 32. Recruit team and local partners Recruit: ● Core team: Marketing, Legal, PR, Tech,Customer Service ● Local teams: Manufacturing contractors, translators, supply chain deals Set Milestones for Project ● Always leave more time!! Ground work Set up Development Launch Post Launch
- 33. Difference between translation & localization What’s in a name? ● Not everyone has a family name ● People are not always called by their first names ● Sorting lists of users with latin vs non-latin names would be tricky Ground work Set up Development Launch Post Launch
- 34. Plan to work around dependencies ● Be wary against creating hard dependencies against variables that may not exist (Example: Determining a user’s location based on zip codes). Ground work Set up Development Launch Post Launch
- 35. Is the cost of compliance worth it? Two additional factors to consider: ● Compliance difficulty ● Market opportunity
- 36. L10n Best Practises Maintain the products’ USP while still adding locally relevant features. Capitalize on culturally important sporting events, food and holidays. Timelines: Add culturally relevant features first Ground work Set up Development Launch Post Launch
- 37. Launch activities Launch: ● Soft launch / Invite only launch ● Dial up ● Launch (PR event) Ground work Set up Development Launch Post Launch
- 38. Post launch activities ● Monitor Customer reviews ● Reporting ( Weekly, Monthly, Quarterly) ● Post-mortem Ground work Set up Development Launch Post Launch
- 39. Thank you!
- 40. www.productschool.com Part-time Product Management, Coding, Data Analytics, Digital Marketing, UX Design, Product Leadership courses and Corporate Training
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- Before we get started: Languages How many people speak a language other than english? Keep your hands raised if its more than 3 More than 5 Region Also, how many of you are not from the US? Professional Experience: How many are currently working on or have worked on products outside of the US?
- Globalization the process by which businesses or other organizations develop international influence or start operating on an international scale. I18n: make software/ process flexible enough so that its eaiser to localize L10n: adapting the product for a particular region/ market / country T9n - pure basic - off the shelf - translation.
- What are we missing today?
- Getting only a piece of the pie by developing for NA - Not only that - we have peaked or are about to reach the peak for internet users
- Now that we have established - growth outside of US - lets learn about our future customers - Columns - penetration and growth
- Diving deep on the potential customers (removing the tech/ internet users filters)
- process of ensuring a piece of software is actually flexible enough and ready to support multiple potential locales in the first place. No actual language is involved in the i18n process; an application may well never be translated, but if it is properly internationalized then translating it is quite easy (and, more importantly, doesn't require any development or computer skills at all, only knowledge of the target language). Internationalization, then, is making software locale-friendly.
- Source: https://www-bcf.usc.edu/~halfond/papers/alameer16icsme.pdf Space: Designing the UI - Are the buttons/text space big enough to fit all translations? One pitfall - is to assume that every language is as concise as English. English text is often very compact in comparison to other languages – like German or Finnish, for example – and translations can vary considerably in length and density. Pitfall” If you don’t prepare for this and there isn’t enough space, your strings might overlap other controls and the interface will require editing after translation. Solution: Design for +50% and Give Strings Room to Grow and Shrink The interface must be able to adjust size to accommodate the length of translations provided at runtime. 2) You can also use layout managers, that understand how locale affects a UI and manage the pixel positioning of widgets for you at runtime, so your interface will adjust properly. 3) Another way to solve this issue is by storing the dimensions for a label in the locale resource file.
- Assuming the same format LTR for all languages
- Canada - legal requirement for bi-lingual packaging
- Source: https://www.daytranslations.com/blog/2014/07/the-united-states-one-of-the-most-desired-countries-for-migrants-5278/ Expat population: Can expat customers use your product in an ‘Non-domestic’ language? For example, using a product in hindi in the US?
- Source: https://content.lionbridge.com/how-to-localize-software-10-dos-and-donts-for-a-watertight-software-localization-process/ Establish i18n standards during software development stage: Be more vigilant - make it i18n friendly- Reviewing every line of text/ code to make sure that it fits the standards of i18n. This should be done years before you even think about expanding your business - if you have a english product it is very likely that you are already global. Make sure you are not creating architecture that is tied to any localization - such as a shopping experience to a particular locale
- 5 phase Groundwork Prep work Product development Launch Post launch
- Things you cant control: Foundational reserach: •Companies can use techniques such as launching a beta version to gather feedback, internal company feedback, user studies, benchmarking against competitors to define the right priorities to focus on. Companies should also look into the geography specific technology requirements such as connectivity constraints to focus on building a ‘lite’ version of the app/website before jumping into the product/feature migration. Learn how to provide a better experience for users connected to slower networks. Focus on optimizing images, optimizing networking, and fine-tuning data transfer. https://developer.android.com/docs/quality-guidelines/building-for-billions.html
- Things you can control : Determine the MvP •Companies may fall into the pitfall of creating stringent timelines for launching a product in a new language as compared to a ‘traditional’ launch as some would assume that if a product works in the US, it will work all over the world.
- Determine the MvP •Companies may fall into the pitfall of creating stringent timelines for launching a product in a new language as compared to a ‘traditional’ launch as some would assume that if a product works in the US, it will work all over the world.
- http://codel10n.com/first-middle-last-why-not-full-name/
- In Japan and the UK, transit skills are important. In the US, maybe less. Product managers should remove all previous biases and design the product based on customer requirements. Dependencies - user location for providing locally relevant content Phone numbers
- https://techcrunch.com/2017/03/07/russia-says-nyet-continues-linkedin-block-after-it-refuses-to-store-data-in-russia/ https://www.cockroachlabs.com/blog/data-localization-compliance/
- Creating a toggle button for websites and apps. (Should you redirect to the right website or should you offer to switch the language, Using geolocation or user’s history to detect and display relevant content)
- Maintain the products’ USP while still adding locally relevant features. Capitalize on culturally important sporting events, food and holidays. Timelines: Add culturally relevant features first
- Soft launch Dial up - time zone Launch (PR Event)
- Customer review - mechanism to react quickly Reporting - engagement data, any additional feature work, Post - morten - what went wrong and what could have been better - Lessons learned