managing a global product march 25
DESCRIPTION
TRANSCRIPT
please thank our sponsors
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
Copyright 2010 - LÛCRUM MARKETING
Product Requirement Considerations
• Regulations• Systems Interfaces/Integrations• Different Business Processes• Cultural Differences• Logistics Infrastructure• Distribution Channels
Copyright 2010 - LÛCRUM MARKETING
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 [email protected] [email protected]
+1.512.961.5267 +1.512.279.3426
Copyright 2010 - LÛCRUM MARKETING
please thank our sponsors