Beyond Borders: Web Globalization Strategies
October 7, 2002
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The two terms most critical to the success of web
globalization—internationalization and localization—are also the
two most frequently misunderstood. Their odd-looking abbreviations
(i18n and L10n) certainly don't help matters.
Internationalization is the process of building a web site so
that it can support multiple locales, while localization is the
process of modifying that site for a specific locale.
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Beyond Borders: Web Globalization Strategies
Companies know that globalizing their web sites will produce exponential revenue growth - Web Globalization Strategies: Beyond Borders tells web developers how to do it. By 2003, the US will account for less than one-third of the worldwide Internet user-base of 602 million. This book illustrates step-by-step measures to take to globalize any web site for almost any country in the world, while presenting spotlights on real companies who have globalized their sites and the benefits they've received.Most executives know they want to reach a global market but have no idea what obstacles they face. The web globalization process is complex, constantly evolving, and the languages themselves can be highly intimidating. This book will provide the reader with the understanding and "best practices" necessary to successfully manage a Web globalization strategy. Crammed with useful facts, tips, and ideas, this book will offer step-by-step advance on every aspect of web development, both technical and non-technical. Offers practical, in-depth information on such hard-to-research topics as online revenue models, online marketing options, site traffic analyses, usability testing, community building, legal issues, cost projections, and project management.
Chapter 7: Internationalization and Localization
The two terms most critical to the success of web globalization—internationalization
and localization—are also the two most frequently misunderstood. Their
odd-looking abbreviations (i18n and L10n) certainly don't help matters.
Internationalization is the process of building a web site so that it can support
multiple locales, while localization is the process of modifying that site for
a specific locale.
At first glance, the two terms don't appear related at all. Internationalization
implies taking a global approach to web development, but localization implies
just the opposite. Yet these two terms are intimately linked, so much so that
it can be difficult to tell where internationalization ends and localization
begins. This chapter will help you not only differentiate between the two, but
also understand how to successfully use them together.
The i18n and L10n of an Automobile
The principles behind internationalization and localization extend beyond web
development, even to something much more concrete, like a car. A car, like a
web site, is expensive to design and build. To minimize costs and maximize returns,
a car manufacturer often develops a car model that can be easily adapted to
numerous countries, instead of developing new models for each country. Doing
so requires internationalization. The internationalization stage is the "behind
the scenes" stage. People don't buy internationalized cars; they buy
localized cars. Internationalization mostly entails the extensive planning and
testing that go into creating this global template of a car. For example, if
the car will be sold in both the U.S. and the U.K., allowances must be made
for placing a steering wheel on either side of the car. Some car manufacturers
might decide during this process that some markets are just not worth the cost
of localization efforts. It's a cost/benefit decision that you'll
also have to make as you internationalize your web site.
After internationalization is finished, the car can be localized for each market.
The more thorough the job you do of internationalization, the less time you'll
spend on localization. Localization can be as simple as moving the steering
wheel to the other side or could be as complex as deciding what color palette
to offer. The line between localization and personalization is not always so
clearly defined. Inevitably, you want your web site to be as customized as possible
to your audience, but you can't do everything. Even car manufacturers don't
offer every option imaginable, which is why car buyers do a fair amount of customization
themselves. Just as in the internationalization stage, the decisions you make
during localization are heavily dictated by costs and benefits.
The key to success is striking a balance between flexibility and profitability.
Similar challenges face a web team: How global do you need to go? How
local can you afford to go?
Microsoft Localizes the Xbox - Before launching its new Xbox
gaming console in Japan, Microsoft localized the game controllers—moving
the buttons closer together—to better fit the average Japanese user's
hands.
Source: New York Times, February 18, 2002
Thinking Globally - Page 2
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