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To create a world-ready mobile app, think small, as in “lite”

If you don’t know what your mobile app weighs (in kilobytes), then it’s safe to say your emerging market strategy could use some tweaking.

That’s not to be harsh, but to face the simple fact that mobile users in emerging markets (and even many developed markets) are quite sensitive to data usage. And for good reason.

Late last year I wrote a post about the Internet’s obesity crisis. A key takeaway graphic from the 2018 Web Globalization Report Card illustrates the extent to which websites have ballooned over the past decade:

Mobile apps have also suffered from a serious case of progressive bloat.

Consider that 50 megabyte wireless plan will cost a Brazilian more than 30 hours of minimum-wage work to afford. And let’s suppose your mobile app weighs 80 MB, which is what Instagram comes in at on iOS. Do you really want your customers to blow through their data plans simply because you did not have a weight limit when you began creating your app for emerging markets?

It’s not uncommon for users in markets where wireless costs are expensive to switch their phones off whenever possible. And seek out free wifi networks.

And it’s also no surprise that Instagram, following in Facebook’s well-worn path of world domination, has launched a “lite” app.

Instagram Lite is intended for developing markets and comes in at a 573 kilobytes, compared to the more than 80 megabytes of the iOS version. This follows the success of Facebook Lite app — also weighing in under 1MB.

Uber also now has a lite app, which is comparatively still overweight, at 3MB. The app was designed in India and, like the Facebook apps, is designed for Android.

 

Android is key here because it is the dominant OS of emerging markets and slower wireless networks. It’s important to stress that designing a lightweight app is step one. Equally important is helping users make the most of their limited (and often expensive) wireless connections. That’s why maps on Uber Lite are deactivated by default.

For the 2018 Web Globalization Report Card, website weight is one of the many metrics used when benchmarking websites. Which website comes in lightest overall? Wikipedia.

One reason for this — not just a strict focus on text and limited bells and whistles. But also no tracking codes. And no ads.

Learn more about the Report Card.

 

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Think you can succeed in India supporting English only? Think again.

#serveinmylanguage

It’s more than a hashtag; it’s a social movement. And it’s growing.

A movement among Indian consumers to force the vendors who depend on their business to actually support their native languages.

As this Times of India article notes: From ATMs to deposit slips, withdrawal challans and call centres, most public and private banks feel that service in Hindi and English should suffice their customer base –– Indians who converse in 22 major languages and 720 dialects.

This article is specific to the banking industry, but it’s safe to say that this is the beginning of something much bigger. Linguistically, India has been poorly served by websites.

As I noted in the 2018 Web Globalization Report Card, only 7% of the global websites studied support Hindi, followed by Urdu and Tamil. According to research conducted by Nielsen in 2017, 68% of Indian internet users consider local-language content to be more reliable than English. Facebook certainly understands this; Facebook supports more than half of India’s official languages. And it’s no surprise that Facebook now has more users in India than in the US.

Fortunately, some Indian banks are now becoming more multilingual. The Times of India article notes:

Private banks such as ICICI Bank, Axis Bank and Kotak Mahindra Bank are trying to be more multi-lingual in their digital banking strategy. “For instance, the Kotak Bharat app is aimed at financial inclusion. Users can transfer money, recharge their mobile, buy insurance, etc in Hindi, English, Gujarati, Marathi, Tamil or Kannada. We plan to expand the app to handle other regional languages,” says Deepak Sharma, chief digital officer at Kotak Mahindra Bank.

And as you can see by this excerpt from my newly updated IDN poster, India represents a significant diversity of languages and scripts:

Languages are more than a means to an end; they are a sign of respect.

And companies that invest in languages are not only investing in their customers but investing in their own future.

Source

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A unique look at the emerging multilingual Internet

I’m happy to announce that I’ve updated my map of the world’s internationalized domain names for 2018:

The map includes all ICANN-approved country code IDNs for the world — more than 50 across more than 30 countries and regions.

I’ve also included a sidebar that details the many scripts and languages now supported within India. You can learn more and purchase here.

If you have any questions, please let me know.

I also design customized versions of this map as well as the Country Codes of the World map. These designs cover entire walls in offices in the US and Europe. I’m also beginning work on site-specific installations using mixed media. If you have any questions, please contact me.

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Think Outside the Country (now available in Japanese)

I received my copies of the Japanese edition of Think Outside the Country and am very impressed.

The book, like the English edition, is in full color and uses high quality paper.

The book is published by Born Digital (in collaboration with Mitsue-Links)

You can order via Amazon Japan.

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The top 25 websites from the 2018 Web Globalization Report Card

I’m excited to announce the publication of The 2018 Web Globalization Report Card. This is the most ambitious report I’ve written so far and it sheds light on a number of new and established best practices in website globalization.

First, here are the top-scoring websites from the report:

For regular readers of this blog, you’ll notice that Google was unseated this year by Wikipedia. Wikipedia, with support for an amazing 298 languages, made a positive improvement to global navigation over the past year that pushed it into the top spot. And Wikipedia, due to the fact that it is completely user-supported, indicates that there is great demand for languages on the Internet — and very few companies have yet responded in kind.

Google could still stand to improve in global navigation, as could Facebook.

Other highlights from the top 25 list include:

  • Consumer goods companies such as Pampers and Nestlé are a positive sign that non-tech companies are making positive strides in improving their website globalization skills.
  • As a group, the top 25 websites support an average of more than 80 languages (up from 54 last year); but note that we added a few websites that made a big impact on that average.
  • Luxury brands such as Gucci and Ralph Lauren continue to lag in web globalization — from poor support for languages to inadequate localization.
  • The average number of languages supported by all 150 global brands is now 32.

The data underlying the Report Card is based on studying the leading global brands and world’s largest companies — 150 companies across more than 20 industry sectors. I began tracking many of the companies included in this report more than a decade ago and am happy to share insights into what works and what doesn’t.  

I’ll have much more to share in the weeks and months ahead. If you have any questions about the report, please let me know.

Congratulations to the top 25 companies and to the people within these companies who have long championed web globalization.

The 2018 Web Globalization Report Card

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Succeeding in the Translation Economy

Here is an article I wrote that was recently published in tcworld magazine.

In it, I define the “translation economy” and the opportunities (and challenges) it presents to all organizations.

From the information economy to the translation economy
The internet connected the world’s computers, and the digitization of content enabled the rapid flow of information around the world, which drove several decades of what came to be known as the information economy. But one of the great myths of the information economy – and the World Wide Web, for that matter – was the idea that a company could go global simply by launching a website. While the Internet connects computers, it is language that connects people, and the information economy has for too many years exhibited an English-language bias.

Read more…

And for much more on the translation economy, check out Think Outside the Country.

Also now available in Japanese!

 

 

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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.

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The growing language gap between travel and tourism websites

The travel industry has long been at the forefront of web globalization. Take Booking.com, with support for 41 languages, or Uber, with support for 36 languages, or KLM, with support for 32 languages.
And yet, if you wish to research destinations online, tourism websites are not nearly so globally friendly. While the leading travel websites support an average of 30 languages, the top 10 tourism websites support an average of just 12 languages.
Germany, the destination website that emerged number one overall, leads the category with support for 24 languages. But most other destination websites support far fewer, even many of the sites in the top ten list.

The Top 10 Global Tourism Websites

  1. Germany
  2. France
  3. Spain
  4. Paris
  5. Scotland
  6. Sydney
  7. Dubai
  8. Holland
  9. Singapore
  10. Western Australia

Language is the most evident sign of a localized website, but it is just one area in which tourism websites need improvement. The  new report Destination: Marketing carefully documents the many different types of navigation strategies used by tourism websites and provides best practices that all websites should adopt. It also takes a close look at localized content, social media, and support for mobile users (also a weak point).

I understand that the organizations that manage destination websites are not exactly flush with cash these days. Brand USA is fighting for its budget as I write this. Yet this is precisely the time to make the case for the value of multilingual destination websites.
Consider this: The travel and tourism industry is growing at a faster pace than the global economy and by 2017 is projected to account for 1 of 9 jobs on this planet. Tourism websites play an essential role in attracting travelers and more than half of these travelers do not speak English. The countries, regions and cities that do invest in a multilingual future are going to be best positioned to benefit from it.
To learn more about the report, click here.