Navigating the multilingual web: The Art of the Global Gateway


In 1999, I first used the term “global gateway.”

At the time, I was referring to a company’s “select language” pull-down menu.

Needless to say, the term stuck. But it has also evolved. Today, a global gateway is so much more than a pull-down menu. It is an umbrella term for the visual and technical elements you employ to direct users to their localized web sites and applications.

Well executed, the global gateway functions like a multilingual tour guide, helping people find exactly where they need to go. As companies add languages to their web sites and mobile apps, the importance of the global gateway is sure to grow.

Which is why I’m pleased to announce the second edition of The Art of the Global Gateway.

What people appreciated about the first edition was the wealth of real-world examples — both good and not so good. Included in this new edition are global gateways from more than 30 companies, including: Bank of America, Best Buy, Caterpillar, Dymo, Dyson, Emirates, Evian, Facebook, GE, Honda, Nike, and Starbucks.

This new edition is nearly twice the size of the first edition. That’s because I’ve included some new best practices that have emerged over the years. I’ve also added new sections that address how global gateway concepts apply to mobile web sites and apps, as well as social media. For example, how do you ensure that people find your French Twitter feed or your Japanese Facebook page? Multilingual navigation isn’t just about web pages. Finally, this book includes a case study that illustrates how global gateways evolve over time, as companies add languages and country/regions.

The Art of the Global Gateway is now available in PDF format and is also now available in print and Kindle format from Amazon.

Nike -> Brike

From today’s Wall Street Journal:

Nike Inc. aims to boost annual revenues more than 40% to $27 billion over the next five years by adding new stores and rapidly expanding affiliate brands such as Converse, Umbro and Hurley.

The sneaker and sportswear giant laid out a vision for continued growth during an investor meeting in New York Wednesday, saying it saw new markets for its wares in the burgeoning middle class in developing nations such as Brazil, China and India.

Nike ranked 2nd in the sports/sporting goods category (58th overall) in the 2010 Web Globalization Report Card.