GLOBAL INSTINCT AND LOCAL FLAVOUR

Of Ecommerce websites moving global

By-DHIRENDRA SINGHM.B.A 2ND Year

NOVEMBER 2008

G11N

I18N

L10N

Google

• 115-language search interface.• Google has also rapidly localized its many

Web-based applications — from Blogger to Adwords — in up to 40 languages

• Wikipedia – A tough Competitor• offering content in more than 250

languages

What Makes a Great Global Web Site?

1. Languages: To reach 80% of the world’s Internet users, you must support at least 10 languages. The best Web sites support many

more. 2. Localization: Not only is depth of localized content

essential to success, but so is the localization of elements such as search engines, promotions, icons, and photos.

3. Global Navigation: Users must be able to find their local Web sites even if they don’t speak English.

4. Global Consistency: Global design templates not only support the global brand, they are quite simply a lot easier to manage internally

Languages• Rising Internet penetration, the globalization of business,

and higher user expectations have given rise to the 30+ language Web site.

• Languages Supported: 2005 to 2007

Localization: Giving Web Users What They Want

• Content they support and do not support• Managing internal as well as external expectations

Truly Global Navigation

1. Country domain name (like .fr for France)

2. The splash global gateway

3. The permanent global gateway

4. Language negotiation

5. Geolocation

Global Consistency• Apple • a consistent global template allows the company

to more efficiently deploy global promotions

Challenges faced by websites moving global

1. Infrastructure International Bandwidth Cost of Internet use

2. Geographic Distance Distribution and restockings

3. Language Search engine and directories are local &

language specific. Marketing always takes place in buyers language

4. Buyer Demographics and Behaviour Differences in tastes and prefrences Differences in holidays Price elasticity of demands

4. User demographics- Proportion of women Users Proportion of urban users

5. Payment System Means –Credit cards,COD,Bank Tranfers Legal and cultural norms Security6. Currency Quatation price

7. Reputation Location of website Origin of Products and services

Why Localisation?

What needs to be Differentiated?• Dates displayed• Numbers displayed• Currency is used• What are the sorting and collating rules?• How should searches work?• What’s the text direction?• What is the default paper size?• Modifying graphics• Creating new graphics

• Changing colors• Changing layout• Modifying tables, forms, data fields,

databases

L18N and L10N of Lands’ End

Infrences

• Master design Consistent• Flexibility• Navigation Consistent• Deciding what to translate and what not to translate—“Guaranteed. Period.”• “global templates”

Conclusion• What to be standardized?1. Global Template2. Navigation3. Master design What to be Differentiated?4. Language5. Colour6. Downloading Capacity7. Graphics and icons

Examples• Images of Bollywood celebraties on AOL• Myspace Accepts signups from mobile phone in

Japan• Google Page –Spartan Korean Page• Google losing Traffic to Local Sites in China &

Korea• AOL Indian Page features – Cricket• eBay pulled out of Japan in 2002 • Google and univision –For Spanish Search

Seven Habits of Highly SuccessfulGlobal Web Sites

1. Treat the World Equally

2 Use a Global Template

.

3 Direct Users to Local Web Sites Immediately

4 Use a Permanent Global Gateway

• 5. Use Bandwidth Wisely• <200K• Least Graphics

6. Act Locally

• 7. Never Stop Improving

References• www.bytelevel.com• www.internetretailer.com• Global development and computing portal• L10NBridge> Global website white paper• Papers and work of John Yunker and Shailey

Minocha• Various company websites e.g ebay ,amazon

dell …• Translational website• www.languagepartners.com• www.google.com