About this Author

John Yunker is founder of Byte Level Research and author of the widely acclaimed book, Beyond Borders: Web Globalization Strategies and editor of Global By Design. He has covered the emerging field of Web globalization for half a decade and has published a wide range of reports dedicated to best practices in Web localization and internationalization.
About this blog
Going Global focuses on the risks and rewards of expanding into new geographic and cultural markets, from Web globalization to international marketing to global usability.
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Monthly Archives
February 28, 2005
Posted by John Yunker
Newsweek International has published an article on the rise of English around the world. English instruction is a billion-dollar business and growing. But what's most fascinating is that non-native English speakers now outnumber native English speakers. Check out these article excerpts:
Within a decade, 2 billion people will be studying English and about half the worldsome 3 billion peoplewill speak it, according to a recent report from the British Council.
Non-native speakers of English now outnumber native speakers 3 to 1, according to English-language expert David Crystal, whose numerous books include "English as a Global Language." "There's never before been a language that's been spoken by more people as a second than a first," he says. In Asia alone, the number of English-users has topped 350 millionroughly the combined populations of the United States, Britain and Canada. There are more Chinese children studying Englishabout 100 millionthan there are Britons.
Does this mean that companies don't need to translate their Web sites?
Not exactly.
Every study I have read about the purchasing habits of non-native English speakers says that people prefer to purchase goods in their native language. That doesn't mean they won't purchase in another language, just that they're more likely to purchase in their native language. Which is why we're witnessing a rush of US companies creating Spanish-language Web sites for the US market.
The article also notes the fascinating rise of hybrid languages such as Spanglish (Spanish/English) Englog (Tagalog/ English), and Japlish (Japanese/English). Non-native English speakers are making English their own, melding the languages together in ways that is bound to keep grammarians pulling out their hair for generations to come.
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+ TrackBacks (0) | Category: Translation
February 27, 2005
Posted by John Yunker
SDL announced last week that sales of its translation memory (TM) software were up 85% with more than "10,000 new product units across all markets." I'm still trying to get a handle on how these numbers translate to market share; TRADOS is still the undisputed gorilla in this space.
For years, TRADOS has been the standard among translators, translation vendors, and their clients. The nice thing about being the dominant software tool is that it is very hard for a competitor to take market share away from you.
But SDL appears to be making progress. Although the larger trend of companies moving to XML-based content could make the battle between the TM vendors largely irrelevant.
What I find interesting is that SDL has had success selling both software and services. It looks like some clients appreciate having a vendor who can manage everything, from translation to content management workflow to software support.
Looking ahead, I wonder if we see the other members of the "big three" -- Lionbridge and Bowne Global Solutions -- get into the software biz. I would not be surprised to see one of them follow SDL's lead.
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+ TrackBacks (0) | Category: Globalization Vendors
Posted by John Yunker
Could Hooters become the next Hard Rock Cafe? Judging by the pace at which it is spreading around the world, anything is possible. Believe it or not, there are now Hooters in 15 countries, including Argentina, Austria, Brazil, Canada, the Caribbean, England, Guatemala, Mexico, Switzerland, and Venezuela.
Hooters India

Hooters Taipei

And now you can add China to that list.
Hooters China opened on October 24, 2004. This is the first of seven potential Hooters locations in China. But here's where you've got to hand it to the management of Hooters for localizing the restaurant to fit the market. In China, Hooters is not about busty women, it's about good service.
According to The Christian Science Monitor, "Hooters Shanghai succeeds in a completely different way: by emphasizing welcoming friendliness, not sex appeal. In a country where overworked and underpaid wait staff are not known for their sweetness, Hooters offers something new: courteous, attentive service with a smile. And local patrons love it."
According to John Weber, Executive Vice President of Operations for Hooters of America, the company has only just begun to go global. "We are working with franchise groups worldwide and plan on bringing the Hooters concept into 10 new countries by the end of 2005. You should expect to see a Hooters restaurant in Croatia, Germany, India and Greece in the near future" stated Weber," said Weber.
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+ TrackBacks (0) | Category: Business Globalization | Web Globalization
February 26, 2005
Posted by John Yunker
I recently authored a white paper on Web globalization best practices, sponsored by localization services firm Transware. If you'd like to download a free copy, click here (registration required).
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+ TrackBacks (0) | Category: Web Globalization
Posted by John Yunker
According a recent market research study, Chinese Internet users are expected to increase from 96 million today to more than 200 million in 2007. Not a bad growth curve, but there are caveats aplenty...
Despite the size of this market, traditional internet e-commerce may not be profitable for some time. Five major barriers to e-commerce in China, as identified by Morgan Stanley, are: 1) poor credit/payment systems; 2) inefficient logistics/distribution channels; 3) a low level of trust in online payment methods; 4) a small installed base of PCs; 5) and low income levels.
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+ TrackBacks (0) | Category: Web Globalization
February 17, 2005
Posted by John Yunker
TRADOS has announced a Globalization Partner Program in an effort to bring "together leading globalization software and services companies to remove complex, persistent barriers that prevent enterprises from effectively reaching global markets." In other words, if we can all get along with one another perhaps we can all make a little extra money.
In all seriousness, this is what the clients want: content management software, localization software and globalization management software that all play well with one another. I'm glad TRADOS is taking the lead on this.
Inaugural partner members include:
-> EMC Corporation for EMC Documentum products (enterprise content management)
-> RedDot Solutions (enterprise content management)
-> Blast Radius (XMetaL XML content creation)
-> Glemser Technologies (systems integration for life sciences)
-> Day Software (enterprise content management)
-> InterDoc (integrator for enterprise content management systems)
-> Alchemy Software Development (visual software localization solutions)
-> PASS Engineering (visual software localization solutions)
-> acrolinx (controlled language and linguistic tools)
-> Transclick (real-time translation services)
-> Transmissions (desktop publishing localization tools)
This is a nice mix of large and small vendors. I have no hard research to base this on but I get the feeling we're going to see another wave of CMS vendors emerge, spawned in part by the open-source movement and the failure of the "big boys" like Documentum and Vignette to ever ship a low-end solution.
So, for the clients, content globalization is going to get more complicated before they get less complicated, which is why the TRADOS partner program is a good idea at the right time.
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+ TrackBacks (0) | Category: Globalization Vendors
Posted by John Yunker
Levis has been losing money for eight years now; that has to be some sort of record.
Fashion is fickle and there is very little Levis can do when the young people of the world decide your brand just isn't hip anymore. Maybe it was the Levi stores that popped up in every mall that made them uncool. Maybe it was the years of awful advertising.
But what really bothers me is that Levi Strauss & Co. closed its last American manufacturing plant last year. The company is trying go high end; it pulled out of Costco and now it thinks it can compete with the likes of Diesel. If it were still made in the US I'd say it had a shot. There will come a time when more people will want an authentic American brand and will pay a premium for it. Perhaps Levis can play up its ancient history while sidestepping its recent history, but I doubt it.
Levi's fatal flaw is that it got obsessed with cutting costs instead of increasing margins. I still don't see the long-term logic of the Wal-Mart deal.
I suspect that Levis will open a US plant again, perhaps just to crank out "small batch" brand of jeans. And it won't have to compete with the Chinese on price because people will pay a premium for made in the USA.
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+ TrackBacks (0) | Category: Business Globalization
Posted by John Yunker
According to the AP, a "Bengali version of the longrunning American children's programme Sesame Street will be broadcast from April featuring Muppet characters drawn from Bangladeshi folklore."

Sesame Street is seen in 120 countries and localized for 30 of those countries.
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+ TrackBacks (0) | Category: Business Globalization | Cultural Issues
February 16, 2005
Posted by John Yunker

Tom Friedman's much-anticipated new book, The World Is Flat is just around the corner and Zack Lynch offers a preview.
Tom proposes that we are entering a third era of globalization, as follows:
- Business 1.0: 1492-1800 countries globalized
- Business 2.0: 1800-2000 companies globalized
- Business 3.0: 2000-2040 individuals globalized
I agree. The exciting (and frightening) thing about globalization is how it pits you against the world (and vice versa).
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February 14, 2005
Posted by John Yunker
How's that for a great slogan. I saw it on the side of a Stone Brewery truck here in Escondido. This is an appropriate slogan for a brewery that produces Arrogant Bastard Beer.

It's a great beer by the way. I love local breweries. When I was in Boston I drank Harpoon beer. When I moved to Escondido I wondered what I would do without my favorite local brewery. And then I discovered Stone.
What does all this have to do with globalization? Not much, except I can't help wondering if I would have been as excited about Stone had it not been local. It's a great beer no matter where it's from, but there is always something a little extra special about knowing that you're supporting a local institution.
I study the localization of products and Web sites a great deal and I've seen companies succeed by doing it well, but I also suspect that there is only so much a company can do to compete against truly local companies, like a Stone Brewery.
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+ TrackBacks (0) | Category: Business Globalization
Posted by John Yunker
If you need to know what are the "best" newspapers available in countries around the world, check out NewspaperIndex.com. Journalist Hans Henrik has created a fairly extensive database and made it freely available.
As an added bonus, the interface has been localized into four languages.

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+ TrackBacks (0) | Category: Business Globalization | Web Globalization
February 11, 2005
Posted by John Yunker
Suw Charman says "I still think there's a fundamental mental block regarding the rest of the world from a lot of American companies and developers." She points out the new Google Maps application and its glaring lack of any country besides the US of A.
I was thinking the same thing myself the other day when I first tried it out.

First, I looked up my home, as I imagine most people do, then I scrolled west and west and west, thinking "Shouldn't Japan be coming up pretty soon?" But it didn't, just lots of blue water...

In Google's defense, I'll assume this is another one of their "beta" projects. It is pretty nifty and I do hope other countries are forthcoming,
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+ TrackBacks (0) | Category: Web Globalization
Posted by John Yunker
From Cool News of the Day...
"We hear about the spread of U.S. popular culture, making Europe, to its horror, more American. But the influence works the other way, too," says Matthew. "At many levels, we have more in common now, as the local goes global." The "culinary Babel," as Matthew (Kaminksi) calls it, isn't just a French-American thing, either: "The average German now drinks 123 liters of bottled water a year, and 'only' 117 of beer.
"In Poland and Russia, the cradle of the really hard stuff, beer is up and vodka down. In the U.S., vodka is hot." However, Matthew does not think that such stats mean that consumption patterns will result in "confusion and conformity ... Try a Bavarian weisswurst without a jug of cold Augstiner," he writes. "Polish herrings, delicious with onions and sour cream, are indigestible without a couple of shots of Zubrowka," he adds. And that's to the good, he says, because ultimately, the conformity of tastes will create more choices: "A finicky global consumeriat will demand much more," he concludes. Plenty of room for improvement, too. Matthew says he's noticed that his local wine shop in Paris now stocks Gallo, but "in an America of super-everything stores, wine selection can be spotty."
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+ TrackBacks (0) | Category: Cultural Issues
February 10, 2005
Posted by John Yunker
Richard Koman for SiliconValley Watcher writes about the potential of Gmail in developing markets.
The greatest reason why I think Gmail has a good shot at popular usage is Google's expertise at localizing the platform for developing markets. I don't expect Microsoft to localize Outlook for Bihari, Tonga or Swahili anytime soon, but Google is well on its way toward supporting these languages on its main platform.
It remains to be seen if Google throws the resources fully localizing Gmail, but the potential is certainly there.
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+ TrackBacks (0) | Category: Business Globalization | Software Localization
Posted by John Yunker
At the eBay analyst briefing today, the company announced that it was investing $100 million in growing its business in China, a market Meg Whitman said will define global success over the next ten years. In other words, if you can't make it in China, you can't make it anywhere.

She's exactly right and this is one bet that will pay off huge for eBay. The company also believes that the UK will be "the next Germany," meaning that UK could equal the success of the German site, currently the largest non-US eBay Web site. The company also is investing in Italy and France, the rising stars in eBay Europe.
My only concern is that the company is overlooking emerging markets in Eastern Europe and Latin America and will suffer down the road from local upstarts. I also am not convinced that eBay is doing the best job in regards to global navigation.
I'll have a full global analysis of eBay in the February issue of Global By Design.
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+ TrackBacks (0) | Category: Business Globalization | Cultural Issues | Web Globalization
February 9, 2005
Posted by John Yunker
Microsoft Canada is sponsoring a Webinar on using localizing .Net for specific markets. It sounds like a "techies-only" call.
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+ TrackBacks (0) | Category: Events
Posted by John Yunker
I read in the Journal this morning that Starbucks has been testing hot breakfasts at 80 locations in Seattle and are getting close to a national rollout.
What wasn't mentioned is that Starbucks already offers hot breakfasts in Japan and they were quite popular with this particular gaijin.
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+ TrackBacks (0) | Category: Business Globalization
February 7, 2005
Posted by John Yunker
The US Department of Defense is launching local "news" sites in an effort to counter what it believes is "misinformation" about the United States in the foreign media.
One Web site is aimed at the Balkans and the other, shown below, at the Maghreb region of northwest Africa, which includes Morocco, Algeria and Tunisia. Magharebia supports English, French and Arabic languages.
Magharebia in Arabic

Magharebia in English

Magharebia also promises daily newsletters in each language

Magharebia represents a signficant investment of time and taxpayer dollars, requiring 50 freelance writers and additional translators. I must admit that the site does do a good job of providing seamless navigation between languages. What the site fails at doing is making it clear exactly who or what is behind the Web site. The only way a visitor will find out the Department of Defense is behind this project is if he or she clicks on the "disclaimer" link; this is hardly the way one goes about building trust around the world.
What I'd also like to know is what a Web site that reports soccer scores in Tunisia has to do with placing the US in a more positive light. Do the powers at be at the Pentagon truly believe that the best way to get your message out to the world is to dress it up in localized faux news portals?
Speaking of faux news portals, here is the Balkan Times "news" site:

Naturally, many in Washington are questioning the wisdom of this initiative.
According to this CNN article many are wondering if these Web sites violate President Bush's recent mandate against sponsoring journalism.
Web globalization, when used wisely, is a wonderful way to educate the world and expand your business around the world. But Web globalization can just as easily be used unwisely, and this is one vivid example.
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+ TrackBacks (0) | Category: Cultural Issues | Translation | Web Globalization
February 6, 2005
Posted by John Yunker
From the WSJ:
Jeff Immelt, chief executive of General Electric Co. (GE), said at the Advancing Enterprise 2005 conference in London that 60% of the company's growth over the next decade will come from the developing world, whereas 80% presently comes from the developed world.
Immelt added that he saw "massive opportunities" in China and India, but said India needs to fix its infrastructure and China needs to develop its microeconomic system.
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+ TrackBacks (0) | Category: Business Globalization
February 4, 2005
Posted by John Yunker
According to the Taipei Times (by way of Reveries), McDonald's has added rice burgers to its menu. The burgers consist of chicken or beef patties sandwiched between two rice cakes.

The burgers join a long list of localized menu items that McDonald's has developed over the years. Here are a few of the more memorable items:
-> Japan: TofuBurger; Green Tea Shake
-> New Zealand: KiwiBurger
-> Mexico; McBurrito
-> Greece: Greek Mac
-> New England, USA: McLobster
McDonald's is not the first chain to offer rice burgers. It will be competing against Mos Burger (which is big in Japan) and 7-Eleven.
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+ TrackBacks (0) | Category: Business Globalization | Cultural Issues
February 3, 2005
Posted by John Yunker
The Le Merdien hotel chain plans to double the number of properties in India from 10 to 20 over the next four years. According to the press release, all Le Meridien hotels in India are profitable with average occupancy last year at 83 percent.
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February 2, 2005
Posted by John Yunker
I vividly remember the news when the first McDonald's restaurant opened in Russia. The place was mobbed with customers eager for a taste of American fast food. It was a very optimistic time in America, with the fall of the Berlin Wall and American goods selling strongly in practically every new market they entered. Hard to believe that it was 15 years ago.

Much has changed since 1990. Companies can no longer depend on pro-American sentiment to drive sales; many companies are working hard these days to appear less American and more local.
McDonald's now offers highly localized menus for each market. It also relies more heavily on local food suppliers, ensuring higher quality and engendering good will with customers.
Today, there are 127 McDonald's restaurants in Russia across in 37 cities. McDonald's is not enjoying the type of growth that it enjoyed 15 years ago, but it still has a lot going for it, perhaps more so outside the US than inside the US.
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Blink ›
What's a Locale?
posted by John Yunker |
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The Lure of China
David Scott Lewis has written another great article on the lure (and challenges) of China. And if you don't speak Chinese, don't worry. David recommends getting a job with the many upstarts now targeting Western firms that have ventured into the market.
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