Beyond Borders: Web Globalization Strategies

Overview

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...

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Overview

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.

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Editorial Reviews

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The Barnes & Noble Review
By 2003, 68 percent of all web users will be non-English speakers, and 66 percent of e-commerce spending will originate outside the United States. Want your share? Get serious about localizing your site. This can’t be automated. It needs serious planning, significant resources, careful attention to detail, and plenty of expert guidance. You’ll find that guidance in Beyond Borders.

John Yunker covers internationalization and localization at every level, from culturally sensitive site navigation through nuts-and-bolts content management. This stuff is really easy to foul up, and Yunker calls your attention to dozens of major errors that are easy to avoid if you’re aware of them. (Burying your home page’s international link. Choosing color palettes that don’t travel well. Designing pages that can’t accommodate text blocks which change size when translated.)

Beyond Borders walks through the entire project of localization, from start to finish: preparation and planning; establishing workflows; budgeting; creating and translating text; managing design and site development; local domain management; and much more.

Best of all, Yunker clearly understands that globalization requires more than just a localized web site. Are your product names ready for their new markets (Recall Chevy trying to sell the Nova in Latin America, where “no va” means “won’t go.”) If you’re emailed in German, who’ll answer? Do your distributors have local exclusives that keep you from marketing directly in certain markets? Can you manage customer information in compliance with local laws? You’d have to have an incredible amount of in-house expertise not to need this book. Bill Camarda

Bill Camarda is a consultant, writer, and web/multimedia content developer. His 15 books include Special Edition Using Word 2000 and Upgrading & Fixing Networks For Dummies®, Second Edition.

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Product Details

  • ISBN-13: 9780735712089
  • Publisher: New Riders
  • Publication date: 9/28/2002
  • Series: Voices That Matter Series
  • Pages: 551
  • Product dimensions: 6.92 (w) x 8.97 (h) x 1.18 (d)

Meet the Author

John Yunker is the founder of Byte Level Research, a web content strategy firm. He has extensive web development and web globalization experience in a number of languages. In addition to Byte Level, he currently manages marketing and editorial web content for Pyramid Research, a business unit of the Economist Intelligence Unit. He has helped such clients as H&R Block, Victoria's Secret, and Edify develop multilingual web sites. Additionally, he has advised a wide range of companies on overall web content strategy, including SAP, Wal-Mart, and Giorgio Armani. He is a regular contributor to several industry magazines.

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Table of Contents

Introduction 3
Pt. I Thinking Globally
1 One Internet: Many Voices 9
2 Navigating the Multilingual Internet 31
Pt. II Preparation
3 First Steps - and Missteps 63
4 Are You Ready to Go Global? 79
Pt. III Implementation
5 Web Globalization Workflow 121
6 Let's Talk Budget 139
7 Internationalization and Localization 158
Pt. IV Text and Translation
8 Translation Management 195
9 Computer-Aided Translation (CAT) 219
10 Writing for a Global Audience 267
Pt. V Design, Development, and Management
11 World Wide Design 279
12 Creating Multilingual Content 313
13 Global Content Management 355
Pt. VI Beyond the Web
14 Mastering Your (Country) Domain 369
15 Supporting International Customers 403
16 Promoting Your Site Globally 421
17 The Future of Web Globalization 461
Pt. VII Appendixes
A: Glossary 471
B: Global Color Chart 483
C: Character Entities 489
D Language and Country Codes 499
E Encodings 513
F International Notation Standards 517
Index 522
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  • Anonymous

    Posted February 15, 2011

    Buy this book used

    This isn't a review of the content of this book, but rather of the print quality. Since it is no longer in print, what you buy is an "on demand reprint" with the disclaimer that "The print quality differs from the original printings." Flipping through this book, this is clearly lawyerly understatement. I could have gotten much better printing from an old dot-matrix printer than what the "reprinters" could have delivered. I definitely expect much better for a $35+ dollar book in-print or not. Thus, I recommend finding a used copy. It'll be cheaper and be of much higher print quality.

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