managing a global product march 25

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Copyright 2010 - LÛCRUM MARKETING

Taking Your Product Global - First Steps to Success

Presented by:

Tom Evans Vlada KuznetsovaLûcrum Marketing McElroy Translation

March 27, 2010

Copyright 2009 - LÛCRUM MARKETING

Global Software Market

$US Million % of World Total

United States 133,193 40.01%

Germany 23,191 6.97%

United Kingdom 22,311 6.70%

China 16,445 4.94%

France 16,390 4.92%

Japan 13,735 4.13%

Italy 10,635 3.19%

Canada 10,247 3.08%

Netherlands 8,771 2.63%

Spain 7,319 2.20%

Source: Digital Planet 2008 - WITSA (2009 Projected)

Topics of Discussion

• Making the Decision to Go Global• Selecting International Markets• Preparing Your Products

• Market Specific Requirements• Internationalization• Localization

• Market Entry Strategies

Make a Strategic Decision

• What Should Happen– Strategic Decision– Markets Researched &

Prioritized– Global Growth Plan

Created– Investments Made– Boost Global Presence

• What Happens– Opportunistic– Met at Tradeshow– Sounds Interesting– Let’s Do Business– Hope for success

Make a Corporate Commitment

• Must make commitment to overcome the initial difficulties and financial requirements– Top executives must be committed– Commit sufficient funding to invest in and develop the

market– Allow time for market to develop

Selecting Markets

• Which markets to target?• Market Research

– Where to start?– Special considerations:

• Political, Economic, Social, Environmental, Legal

• Justify the Business Case

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Product Requirement Considerations

• Regulations• Systems Interfaces/Integrations• Different Business Processes• Cultural Differences• Logistics Infrastructure• Distribution Channels

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Internationalization vs. Localization

Localization vs. Internationalization– I18N generalizes the content in

preparation to go into any market, and can be done before a market has been chosen

– L10N is specific to chosen markets or locales

Localization vs. Translation– T9N converts written text to another

language– L10N makes concepts, images, ideas,

and content understandable to the target user

Technical Considerations (Internationalization) Date and Time formats – including proper use of

time zones Calendars Numbers Currency Weights and Measures Country-specific data (i.e. use of U.S. Social Security

Numbers) Font support Character Support (SBCS, DBCS, Multi-Byte,

Extended) Bidirectional language / GUI mirroring support Flexibility to handle non-U.S. versions of data such

as addresses, telephone numbers, etc. Support for keyboards and input method editors

(IMEs) to allow input of non-U.S. text Support for local hardware and standards Sorting / collation Operating Systems and Browsers

Elements of L10N

Includes, but is not limited to: Translating text for use in specific markets aided by

translation memory Adapting graphics to target audiences Modifying content layout to fit the translated text Converting to local currencies, and changing formats

for dates, addresses, and phone numbers Addressing local regulations QA and testing

Goal: Content (or a product) that looks and feels like it was originally created for the target mark

L10N: Case Study

Languages German Danish Italian Swedish French

Portuguese Greek Dutch Russian Norwegian Spanish

Cyrel PageMaker Thermal Developer

Documentation

L10N: The Business Case

Brands can be severly damaged when not localized properly:– The Dairy Association's "Got Milk?"

campaign – Pepsi's "Come Alive With the Pepsi

Generation“ – Gerber’s baby food packaging fiasco– Colgate introduced Cue in France

Select a Strong Channel Partner

• What do you want?– Selling to your target market– Specific market knowledge– Capable of providing the necessary support and service– Your product will be a significant part of their business

Effectively Enable Channel Partner

• What do channel partners need to succeed?– Time commitment to develop the market– Training & support to market, sell, implement and

support product

Questions?

Tom Evans Vlada Kuznetsovatevans@lucrum-marketing.com vlada@mcelroytranslation.com

+1.512.961.5267 +1.512.279.3426

Copyright 2010 - LÛCRUM MARKETING

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