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Managing A Global Product March 25


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Managing A Global Product March 25

  1. 1. please thank our sponsors<br />
  2. 2. Copyright 2010 - LÛCRUM MARKETING<br />Taking Your Product Global - First Steps to Success<br />Presented by:<br />Tom Evans Vlada Kuznetsova<br />Lûcrum Marketing McElroy Translation<br />March 27, 2010<br />
  3. 3. Copyright 2009 - LÛCRUM MARKETING<br />Global Software Market<br />Source: Digital Planet 2008 - WITSA (2009 Projected)<br />
  4. 4. Topics of Discussion<br /><ul><li>Making the Decision to Go Global
  5. 5. Selecting International Markets
  6. 6. Preparing Your Products
  7. 7. Market Specific Requirements
  8. 8. Internationalization
  9. 9. Localization
  10. 10. Market Entry Strategies</li></li></ul><li>Make a Strategic Decision<br />What Should Happen<br />Strategic Decision<br />Markets Researched & Prioritized<br />Global Growth Plan Created<br />Investments Made<br />Boost Global Presence<br />What Happens<br />Opportunistic<br />Met at Tradeshow<br />Sounds Interesting<br />Let’s Do Business<br />Hope for success<br />
  11. 11. Make a Corporate Commitment<br />Must make commitment to overcome the initial difficulties and financial requirements<br />Top executives must be committed<br />Commit sufficient funding to invest in and develop the market<br />Allow time for market to develop<br />
  12. 12. Selecting Markets<br />Which markets to target?<br />Market Research<br />Where to start?<br />Special considerations:<br />Political, Economic, Social, Environmental, Legal<br />Justify the Business Case<br />Copyright 2010 - LÛCRUM MARKETING<br />
  13. 13. Product Requirement Considerations<br />Regulations<br />Systems Interfaces/Integrations<br />Different Business Processes<br />Cultural Differences<br />Logistics Infrastructure<br />Distribution Channels<br />Copyright 2010 - LÛCRUM MARKETING<br />
  14. 14. Internationalization vs. Localization<br />Localization vs. Internationalization<br />I18N generalizes the content in preparation to go into any market, and can be done before a market has been chosen<br />L10N is specific to chosen markets or locales<br />Localization vs. Translation<br />T9N converts written text to another language<br />L10N makes concepts, images, ideas, and content understandable to the target user<br />
  15. 15. Technical Considerations (Internationalization)<br />Date and Time formats – including proper use of time zones<br />Calendars<br />Numbers<br />Currency<br />Weights and Measures<br />Country-specific data (i.e. use of U.S. Social Security Numbers)<br />Font support <br />Character Support (SBCS, DBCS, Multi-Byte, Extended)<br />Bidirectional language / GUI mirroring support<br />Flexibility to handle non-U.S. versions of data such as addresses, telephone numbers, etc.<br />Support for keyboards and input method editors (IMEs) to allow input of non-U.S. text<br />Support for local hardware and standards<br />Sorting / collation<br />Operating Systems and Browsers<br />
  16. 16. Elements of L10N<br />Includes, but is not limited to:<br />Translating text for use in specific markets aided by translation memory<br />Adapting graphics to target audiences<br />Modifying content layout to fit the translated text<br />Converting to local currencies, and changing formats for dates, addresses, and phone numbers<br />Addressing local regulations <br />QA and testing<br />Goal: Content (or a product) that looks and feels like it was originally created for the target mark<br />
  17. 17. L10N: Case Study<br />Languages<br />German Danish<br />Italian Swedish<br />French Portuguese<br />Greek Dutch<br />Russian<br />Norwegian<br />Spanish<br />CyrelPageMakerThermalDeveloperDocumentation<br />
  18. 18. L10N: The Business Case<br />Brands can be severly damaged when not localized properly:<br />The Dairy Association's "Got Milk?" campaign <br />Pepsi's "Come Alive With the Pepsi Generation“ <br />Gerber’s baby food packaging fiasco<br />Colgate introduced Cue in France<br />
  19. 19. Select a Strong Channel Partner<br />What do you want?<br />Selling to your target market<br />Specific market knowledge<br />Capable of providing the necessary support and service<br />Your product will be a significant part of their business<br />
  20. 20. Effectively Enable Channel Partner<br />What do channel partners need to succeed?<br />Time commitment to develop the market<br />Training & support to market, sell, implement and support product<br />
  21. 21. Questions?<br />Tom Evans Vlada Kuznetsova<br /><br />+1.512.961.5267 +1.512.279.3426<br />Copyright 2010 - LÛCRUM MARKETING<br />
  22. 22. please thank our sponsors<br />