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Beyond Borders: Web Globalization Strategies

Book Description

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.

Table of Contents

  1. Copyright
  2. About the Author
  3. About the Technical Editors
  4. Acknowledgments
  5. A Message From New Riders
  6. Visit Our Web Site: www.newriders.com
  7. Email Us From Our Web Site
  8. Introduction
  9. ONE INTERNET; MANY VOICES
    1. IN THE BEGINNING, THERE WAS ENGLISH
    2. THE LANGUAGE OF GLOBALIZATION
    3. NUMBERS SPEAK LOUDER THAN WORDS
    4. WHO’S GOING GLOBAL?
    5. MOVING FORWARD: MANY INTERNETS, MANY VOICES
  10. NAVIGATING THE MULTILINGUAL INTERNET
    1. LANGUAGES 101
    2. DON’T LET THE LANGUAGES SCARE YOU
    3. COMPUTERS AND CHARACTERS
    4. GET TO KNOW UNICODE
    5. MANAGING THE MULTILINGUAL BROWSER
    6. LANGUAGES AND COUNTRIES AND CODES—OH, MY!
    7. THE SHIFTING SANDS OF WEB GLOBALIZATION
    8. SWITCHING BACK TO ENGLISH
  11. Spotlight: MONSTER.COM
    1. ANALYSIS
    2. Q&A WITH MONSTER.COM
  12. FIRST STEPS—AND MISSTEPS
    1. MULTIPLE PERSONALITY SITES
    2. OVERWEIGHT SITES
    3. SITES THAT PLAY HARD TO GET
    4. SLOPPY SITES
    5. WEB GLOBALIZATION IS RELATIVE
  13. ARE YOU READY TO GO GLOBAL?
    1. Thinking Like a Multinational
    2. PREMATURE GLOBALIZATION
    3. CHOOSING A MARKET
    4. CALCULATE RETURN ON INVESTMENT (ROI)
    5. BUILDING BRANDS THAT TRAVEL
    6. WHEN “FOREIGN” IS A GOOD THING
    7. YOU’RE READY, NOW WHAT?
  14. Spotlight: L.L. BEAN
    1. ANALYSIS
    2. Q&A WITH L.L. BEAN
  15. HANDS-ON: SPANISH
    1. FIRST THOUGHTS
    2. TOOLS
    3. ¿WHICH SPANISH?
    4. PREPARATION
    5. TRANSLATION
    6. GRAPHICS LOCALIZATION
    7. HTML LOCALIZATION
    8. REVIEW
    9. ¡FELICITACIONES!
  16. WEB GLOBALIZATION WORKFLOW
    1. BUILDING A WORKFLOW THAT WORKS FOR YOU
    2. WEB GLOBALIZATION CHECKLIST
    3. WEB GLOBALIZATION WORKFLOW, ONE GENERATION AT A TIME
    4. THERE’S MORE THAN ONE WAY TO GO GLOBAL
    5. WHO’S DOING THE WORK?
    6. WHO’S IN CHARGE?
    7. WEB GLOBALIZATION STRATEGIES: THREE SCENARIOS
    8. A WORKFLOW IN PROGRESS
  17. LET’S TALK BUDGET
    1. THE SPIRIT IS WILLING, BUT THE BUDGET IS WEAK
    2. WHERE THE COSTS COME FROM
    3. WHERE VENDORS FIT IN
    4. THE HIDDEN COSTS OF LOCALIZATION
    5. BEYOND THE BUDGET
  18. Spotlight: SOCIAL SECURITY ADMINISTRATION
    1. ANALYSIS
    2. Q&A WITH SSA
  19. HANDS-ON: FRENCH, ITALIAN, AND GERMAN
    1. FIRST THOUGHTS
    2. FIGS
    3. DIACRITICS AND SPECIAL CHARACTERS
    4. MULTILINGUAL MULTITASKING
    5. GLOBAL GATEWAY
    6. THINKING AHEAD
  20. INTERNATIONALIZATION AND LOCALIZATION
    1. THE I18N AND L10N OF AN AUTOMOBILE
    2. THINKING GLOBALLY
    3. ACTING LOCALLY
    4. THE GLOBAL/LOCAL INTERNET
  21. TRANSLATION MANAGEMENT
    1. IN THE BEGINNING, THERE WAS TRANSLATION
    2. HOW TRANSLATION WORKS
    3. SELECTING A TRANSLATOR
    4. SELECTING A TRANSLATION VENDOR
    5. THE ART AND SCIENCE OF TRANSLATION MANAGEMENT
  22. COMPUTER-AIDED TRANSLATION (CAT)
    1. TRANSLATORS AND COMPUTERS
    2. TRANSLATION MEMORY DEMYSTIFIED
    3. MACHINE TRANSLATION DEMYSTIFIED
    4. OF TRANSLATORS AND MACHINE TRANSLATORS
  23. Spotlight: FEDEX
    1. ANALYSIS
    2. Q&A WITH FEDEX
  24. HANDS-ON: RUSSIAN
    1. FIRST THOUGHTS
    2. TOOLS
    3. WHICH CHARACTER SET?
    4. CHARACTER SET CONFLICTS
    5. HOW TO CREATE A RUSSIAN GRAPHIC
    6. LOCALIZATION NOTES
    7. WHAT ABOUT UNICODE?
    8. HEADING EAST
  25. WRITING FOR A GLOBAL AUDIENCE
    1. WRITING FOR TRANSLATION
    2. LANGUAGE, SIMPLIFIED
    3. ONE WORLD, MANY STYLES
    4. ELEMENTS OF STYLE
  26. WORLD WIDE DESIGN
    1. BUILDING THE GLOBAL TEMPLATE
    2. BUILDING THE GLOBAL GATEWAY
    3. THE ART OF THE GLOBAL GATEWAY
    4. DESIGN FOR SLOW CONNECTIONS
    5. CULTURALLY SENSITIVE DESIGN
    6. GLOBALLY USABLE; LOCALLY ACCEPTABLE
  27. CREATING MULTILINGUAL CONTENT
    1. THE GOLDEN AGE OF MULTILINGUAL SOFTWARE
    2. MANAGING MULTILINGUAL TEXT
    3. CREATING MULTILINGUAL WEB PAGES
    4. INPUTTING MULTILINGUAL TEXT
    5. WHEN CHARACTER SETS COLLIDE
  28. Spotlight: BURTON SNOWBOARDS
    1. ANALYSIS
    2. Q&A WITH BURTON SNOWBOARDS
  29. HANDS-ON: CHINESE AND JAPANESE
    1. FIRST THOUGHTS
    2. TOOLS
    3. JAPANESE PRIMER
    4. CHINESE PRIMER
    5. DISPLAY AND INPUT OF ASIAN TEXT
    6. WHICH CHARACTER SET?
    7. GRAPHICS
    8. LOCALIZATION NOTES
    9. ALMOST THERE…
  30. GLOBAL CONTENT MANAGEMENT
    1. MANAGING LOCALIZED WEB SITES
    2. CMS VENDORS UP CLOSE
    3. WHAT TO LOOK FOR IN CONTENT MANAGEMENT SOFTWARE
    4. SO MANY LANGUAGES; SO LITTLE TIME
  31. MASTERING YOUR (COUNTRY) DOMAIN
    1. DNS 101
    2. COUNTRY CODE DOMAIN NAMES
    3. HOW TO REGISTER GLOBALLY
    4. Why Register Yet Another Domain Name?
    5. INTERNATIONALIZED DOMAIN NAMES
    6. A NEW RESOLUTION
    7. BEYOND THE .COM
  32. Spotlight: BEFRIENDERS INTERNATIONAL
    1. ANALYSIS
    2. Q&A WITH BEFRIENDERS INTERNATIONAL
  33. HANDS-ON: ARABIC
    1. FIRST THOUGHTS
    2. TOOLS
    3. ABOUT ARABIC
    4. MANAGING BI-DIRECTIONAL TEXT
    5. LOCALIZATION NOTES
    6. A GOOD BEGINNING
  34. SUPPORTING INTERNATIONAL CUSTOMERS
    1. LIMITED SUPPORT AND LOCALIZED FAÇADES
    2. CUSTOMER SUPPORT CHANNELS
    3. PAYMENT
    4. DELIVERY (AND RETURNS)
    5. GLOBAL CRM
    6. ALL SUPPORT IS LOCAL
  35. PROMOTING YOUR SITE GLOBALLY
    1. SEARCH ENGINES
    2. BANNER ADS (AND OTHER PROMOTIONS)
    3. EMAIL MARKETING
    4. THE LOCAL TOUCH
  36. Spotlight: FIFA WORLD CUP
    1. ANALYSIS
    2. Q&A WITH FIFA
  37. HANDS-ON: UNICODE
    1. FIRST THOUGHTS
    2. TOOLS
    3. ABOUT UNICODE
    4. GLOBAL GATEWAY: UNICODE STYLE
    5. UNICODE FONTS
    6. THE FUTURE IS UNICODE
  38. THE FUTURE OF WEB GLOBALIZATION
    1. WEB DEVELOPMENT
    2. COMMERCE
    3. CONTENT
    4. ONE INTERNET, ONE LANGUAGE AT A TIME
  39. GLOSSARY
  40. GLOBAL COLOR CHART
  41. CHARACTER ENTITIES
    1. NAMES AND NUMERIC ENTITIES
    2. UNICODE, MICROSOFT, AND “SMART QUOTES”
  42. LANGUAGE AND COUNTRY CODES
    1. LANGUAGE CODES, COUNTRY CODES, AND LOCALES
  43. ENCODINGS
  44. INTERNATIONAL NOTATION STANDARDS
    1. 2/6/02 OR 6/2/02?
    2. STANDARDIZING TIME AND DATE NOTATION
  45. Index