Adobe: The best global consumer technology website of 2016

For the 2016 Web Globalization Report Card, we studied the following 15 consumer technology websites:

  • Adobe
  • Apple
  • Canon
  • Dell
  • HP
  • HTC
  • Lenovo
  • LG
  • Microsoft
  • Nikon
  • Panasonic
  • Samsung
  • Sony
  • Toshiba
  • Xiaomi

The consumer technology sector includes many of the most globally successful companies. So it’s no surprise that the top four companies are also in the top 25 list: Adobe, Microsoft, Samsung and Nikon.

Adobe emerged on top even though it is not the language leader; Microsoft leads with 43 languages.

But Adobe leads in global navigation and consistency. Shown below is the Japanese home page, which shares the same global template with most other country websites:

adobe_jp

 

In the footer is the global gateway link, as indicated by the map icon. I recommend upgrading this icon into the header to improve findability. I also recommend using a generic globe icon.

adobe_gateway_footer

Clicking on the map icon brings up an effective global gateway menu overlay. Notice how the country/region names are in the local languages. I call this a “universal” global gateway because it can be used across all localized websites (instead of supporting a separate menu for each local website):

adobe_gateway

Adobe also makes good use of geolocation to help determine which localized website users prefer. For example, if a user in Ecuador inputs Adobe.com, he or she is taken to the .com English-language website but presented with this overlay that lets the user know there is also a Spanish-language site available.

adobe_geolocation

This way, users remain in control but also made aware of localized websites. To learn more about geolocation strategies, check out Geolocation for Global Success.

Adobe also one of a growing number of companies that make use of user-facing machine translation to allows users to self-translate content. Here is a screen shot from the user forums. While the execution could be more user friendly, the feature itself is something more companies should be supporting (and many are currently testing):

adobe_forum_translation

On a separate note, I wanted to highlight the mobile home page for Nikon.

Notice the globe icon in the header. Nikon is one of the few consumer tech websites to include a global gateway link in the header of its mobile website.

nikon_mobile

To learn more, check out the 2016 Web Globalization Report Card.

The top 25 global websites of 2016

Web Globalization Report Card 2016

 

I’m pleased to announce the publication of the 2016 Web Globalization Report Card and, with it, the top 25 websites:

  1. Google
  2. Facebook
  3. Wikipedia
  4. Hotels.com
  5. NIVEA
  6. Booking.com
  7. Nestlé
  8. Pampers
  9. Adobe
  10. Intel
  11. Twitter
  12. Microsoft
  13. American Express
  14. BMW
  15. 3M
  16. Hitachi
  17. Starbucks
  18. Nike
  19. Samsung
  20. Cisco Systems
  21. Nikon
  22. TNT
  23. Philips
  24. Autodesk
  25. ABB

It’s hard to believe that this is the twelfth edition of the Report Card. Over the past decade I’ve seen the average number of languages supported by global brands increase from just 10 languages to 30 languages today.

And, of course, the top 25 websites go well beyond 30 language. Google supports  90 languages via Google Translate and 75 languages on YouTube. And Facebook stands at 88 languages.

But it’s not just languages that make a website succeed globally. Companies need to support fast-loading mobile websites, locally relevant content, and user-friendly navigation.

Notable highlights among the top 25:

  • Wikipedia is far and away the language leader, with content in more than 270 languages. The company also now supports a mobile-friendly layout that is considerably lighter (in kilobytes) than most Fortune 100 mobile websites.
  • NIVEA provides an excellent example of a company that localizes its models for local websites — one of the few companies to do so.
  • Nike made this top 25 list for the first time, having added languages and improved global consistency and navigation.
  • As a group, the top 25 websites support an average of 52 languages.

For 2016, we studied 150 websites across 15 industry categories — and more than 80% of the Interbrand Best Global Brands. Websites were graded according to languages supported, global navigation, global and mobile website architecture, and localization.

Congratulations to the top 25 websites!

iYouth: The battle over the next generation of tech consumers

I love these new Apple advertisements:

And…

But one thing I couldn’t help but wonder while watching them: Where are the older folks?

That is, where are the people of my demographic? Or my parents?

If you look closely you’ll see one or two people who may be 40 or 50 years or older, but overwhelmingly these are ads starring young people.

Apple does not want to be known as that company that is only popular with your parents.

A point that Samsung is happy to underscore with this ad:

Of course, Apple is hugely popular with your parents. And grandparents. And even great-grandparents.

Which is probably why Apple is so focused on the next generation of tech consumers.

And not just American tech consumers, but global tech consumers.

 

Samsung: The best consumer technology website of 2013

Samsung logo

We studied 18 consumer technology websites for the 2013 Web Globalization Report Card.

The Web Globalization Report Card is an annual benchmark of how effectively companies internationalize and localize their websites and applications for the world.

Out of those 18 companies, Samsung emerged on top.

Samsung emerged on top not because it leads in languages or global consistency, though it is strong in both respects.

Samsung supports an impressive 41 languages, not including US English. Apple, by comparison, stands at 31 languages.

Samsung emerged on top in large part because it has been aggressive  in engaging with users via social media across a number of languages and countries.

Note the bottom third of  Japan home page:

samsung Japan

Samsung embraces a range of social platforms to communicate and engage with users — in their local languages.

Samsung also leverages these platforms to provide customer support, as shown here:

samsung support

Many comparisons have been made lately between Apple and Samsung.

When simply comparing their global websites, clear distinctions are hard to miss.

Samsung has embraced social networking while Apple has not. Samsung appears to be comfortable with a certain level of visual chaos that comes  with supporting social networks and interacting publicly with customers. There are signs on the US website that Samsung is moving towards a new Samsung Nation model in which users register to earn points and virtual goodies — as well as connect with friends via Facebook. The degree to which this model will scale globally remains to be seen though I suspect Asia will pose a challenge.

Apple, on the other hand, presents a clean and consistent design template to the world. There is nothing scattered or busy about an Apple websites (except, I would argue, for its excessive use of flags). And consistency has served Apple quite nicely, though Apple has moved more slowly from a globalization perspective than Samsung.

Regarding the global gateway, Samsung buries the link to the gateway in the footer (not good).

Tthe gateway  itself is well organized, though the flags should be eliminated. As a general rule, flags should be avoided (a subject for a future post).

samsung global gateway

Finally, Samsung has been aggressive in updating its mobile website experience.

In the past two months, it launched a new mobile-optimized website, shown on the right:

samsung mobile

Notice how social icons are front and center. Also notice in the header how Samsung detects the use of an iPhone and instantly poses a comparison test.

Sneaky but smart.

While Samsung still has room for improvement, it does so many things well that it earned out the number one spot, outperforming companies like Apple, Panasonic, and Lenovo.

Here are the 18 consumer technology websites included in the 2013 Web Globalization Report Card:

  • Acer
  • Adobe
  • Apple
  • Canon
  • Dell
  • HP
  • HTC
  • Lenovo
  • LG
  • McAfee
  • Microsoft
  • Nikon
  • Nokia
  • Panasonic
  • Samsung
  • Sony
  • Symantec

Read more in the 2013 Web Globalization Report Card.

Or you can purchase just the Consumer Technology Website report.

Also included:

The top 25 global websites from the 2013 Web Globalization Report Card

Top 25 global websites of 2013

I’m pleased to announce the top-scoring websites from the 2013 Web Globalization Report Card. This is the ninth annual edition of the report and it’s always exciting to highlight those companies that have excelled in web globalization over the years.

Google is no stranger to the top spot, but this is largely because Google has not stood still. With the exception of navigation (a weak spot overall) Google continues to lead not only in the globalization of its web applications but its mobile apps. YouTube, for example, supports a 54-language mobile app. Few apps available today surpass 20 languages; most mobile apps support fewer than 10 languages.

Hotels.com has done remarkably well over the past two years and, in large part, due to its investment in mobile websites and apps. While web services companies like Amazon and Twitter certainly do a very good job with mobile, I find that travel services companies are just as innovative, if not more so.

Philips improved its ranking due to its improved global gateway. And Microsoft and HP also saw gains due to their website redesigns, which also included improved global gateways.

New to the Top 25 this year are Starbucks, Merck, and KPMG.

As a group, the top 25 websites support an average of 50 languages. And while this number is skewed highly by Wikipedia and Google, if we were to remove those websites the average would still be above 35 languages.

The companies on this list also demonstrate a high degree of global design consistency across most, if not all, localized websites. This degree of consistency allows them to focus their energies on content localization, which these companies also do well. And more than 20 of the companies support websites optimized for smartphones.

I’ll have more to say in the weeks ahead. You can download an excerpt here.

And if you have any questions at all, just ask.