Amazon’s uneven (and not unusual) language strategy

Amazon Crossing is the Amazon publishing imprint dedicated to translating non-English books into English. In just a few years it has grown to be a leading translator of literary novels.

I noted earlier that Amazon.in doesn’t significantly support Indian languages. But on the Amazon Crossing submission page, you will find support for Hindi, Bengali and Punjabi. The global gateway is shown below on the right:

The gateway is (sadly) missing a globe icon — though I suspect the Amazon Crossing logo is partly to blame (one globe too many perhaps).

Other languages supported include Arabic, Portuguese and Russian. What’s interesting here is that the language mix is noticeably different on the Amazon.com site.

Both Amazon.com and Amazon Crossing support 13 languages in addition to English as noted in the 2017 Report Card, which means Amazon still has a long ways to go before it competes with the leaders in languages. Here is the average number of languages supported by the leading global brands over the past seven years.

But what I wanted to call attention to is Amazon’s uneven support for languages across its different products and services — a phenomenon that is not unique to Amazon. Many multinationals I work with support different language mixes for different properties. The rationale is sound: Different products and services have different audiences, marketing strategies, global and regional partners, and local opportunities.

But how do you balance an uneven language strategy with a consistent global content architecture? For example, let’s say you have one product page localized into Russian and a visitor to that product page goes to the global nav menu and selects another product, naturally assuming this other product also is also localized into Russian, only to discover it is not.

This problem is only going to grow more acute as more companies decentralize their global product content and marketing strategies.

Of course, every challenge is also an opportunity. Where companies can differentiate themselves is in how effectively they manage user expectations, manage language expectations, and how they leverage machine translation to fill language gaps.

To learn more about which companies are doing the best job at managing language expectations, check out the Web Globalization Report Card.

China sees the future in Africa (and it’s not alone)

Earlier this year, The Los Angeles Times ran a fascinating series on China and Africa and I only just got around to reading it.

I recommend at least reading Part I.

China is funding a massive railroad project connecting Addis Ababa, Ethiopia’s capital, to the port city of Djibouti where most of the country’s exports have previously traveled by way of roads in disrepair.

Clearly, China is not doing this for philanthropic reasons. It need resources. But China has a long game in mind as well — selling products to the locals (which is has been doing quite successfully for a number of years).

Some fascinating takeaways from the article:

By 2034, Africa is expected to have 1.1 billion workers, the world’s largest working-age population, according to economic forecasts. By 2025, the continent’s consumers will be spending $2 trillion a year.

And:

Zhang was proud of his Ethiopian investments. The new rail will knock shipping prices from $5,000 per container to $3,000, he said. And for the cost of one Chinese worker, Zhang can hire five Ethiopians. He plans to employ 50,000 within eight years.

“Ethiopia is like China was 40 years ago,” he said. “Even though this place is pretty tough, we think within five or 10 years, its economic development will be pretty good.”

China has not proven yet that it can build global brands. But it has proven itself adapt at building cheap white-label products. It sees in Africa an emerging base of middle-class consumers, a familiar growth pattern. That’s not to say China doesn’t face cultural and political challenges, but that as other Western countries have pulled back in Africa, China has found itself welcomed with open arms.

The CEOs of Google, Microsoft and Facebook have all visited Nigeria over the past year and have announced investments around training developers, supporting new businesses and increasing Internet penetration.

What The Google CEO’s Visit To Nigeria Means For Africa

So the question for any global company should be: What’s your Africa strategy?