Global Competitiveness – Global Competitiveness – Another ViewAnother View

Global Competitiveness – Global Competitiveness – Another ViewAnother View

Bernhard KohlmeierBernhard KohlmeierDirector, Localization FuturesDirector, Localization Futures

Core Operating Systems DivisionCore Operating Systems DivisionMicrosoft CorporationMicrosoft Corporation

Microsoft FactsMicrosoft Facts

Fiscal Year 2003 Revenues:Fiscal Year 2003 Revenues:US-$ 32,187MUS-$ 32,187M

International SalesInternational Sales Approx. 60% of total RevenueApprox. 60% of total Revenue Offices in more than 60 CountriesOffices in more than 60 Countries Strongest Growth observed in Emerging Strongest Growth observed in Emerging

MarketsMarkets Microsoft WindowsMicrosoft Windows®® and Office and Office®®

available in 40+ Languagesavailable in 40+ Languages Globalization and Localization is a Core Globalization and Localization is a Core

CompetencyCompetency

Local Products for the Global Local Products for the Global MarketMarket World-Readiness: Developing Products World-Readiness: Developing Products

and Content for a Global Audienceand Content for a Global Audience Software needs to be “Enabled” for Software needs to be “Enabled” for

Global UseGlobal Use ScriptsScripts GraphicsGraphics FunctionalityFunctionality

Local Product for the Global MarketLocal Product for the Global Market

Localization

Globalization

The International Software The International Software Product LifecycleProduct Lifecycle

Plan

Design

Stabilize

Implement

Release

Sof

twar

e P

rodu

ct C

ycle

Mod

el

Predominantlyin Country

US Core

Global Awareness Required

Translation vs. Global Translation vs. Global AwarenessAwareness Do we need local Translators?Do we need local Translators?

Translations are best performed in the LocaleTranslations are best performed in the Locale Locale Specific content is best developed locallyLocale Specific content is best developed locally

Through learning Foreign Languages, Through learning Foreign Languages, international Awareness is createdinternational Awareness is created What does it mean to converse and interact in a What does it mean to converse and interact in a

foreign languageforeign language What are the challenges for our International What are the challenges for our International

Customers when using our ProductsCustomers when using our Products

Global Awareness is Key!Global Awareness is Key!

Diversity and Cultural Diversity and Cultural Awareness of the WorkforceAwareness of the Workforce Enriches our Performance and ProductsEnriches our Performance and Products We must Understand the Global We must Understand the Global

Marketplace and Value and Incorporate Marketplace and Value and Incorporate DifferencesDifferences

Leverage the Differences to Succeed in Leverage the Differences to Succeed in an ever-changing Global Marketplacean ever-changing Global Marketplace

This can only be accomplished through This can only be accomplished through a Workforce that thinks Local(e)y in a a Workforce that thinks Local(e)y in a Global EnvironmentGlobal Environment

Microsoft Local Language Microsoft Local Language ProgramProgram Addresses several critical Goals of Addresses several critical Goals of

National and Regional Governments National and Regional Governments Worldwide by… Worldwide by… Developing a robust local IT Economy Developing a robust local IT Economy Building universal IT Solutions for Multi-Building universal IT Solutions for Multi-

language cultures language cultures Enabling the use of Regional Languages in Enabling the use of Regional Languages in

technology to facilitate the preservation of technology to facilitate the preservation of language and culturelanguage and culture

Investment in previously unreached IT Investment in previously unreached IT Communities Communities

Creating Demand through Creating Demand through LocalizationLocalization In many Countries especially Developing In many Countries especially Developing

Markets English is not commonly spokenMarkets English is not commonly spoken Lack of Availability of Local Language Lack of Availability of Local Language

Versions of our Software is a Barrier to EntryVersions of our Software is a Barrier to Entry IncubationIncubation

Software Products and Content available in local Software Products and Content available in local languages increases the adoption ratelanguages increases the adoption rate

Help non-English speakers to reach their potentialHelp non-English speakers to reach their potential Creates Demand for Products and ContentCreates Demand for Products and Content Create a literate IT Workforce in target localesCreate a literate IT Workforce in target locales

A World of Changing A World of Changing ExpectationsExpectations

More and more Students use Localized More and more Students use Localized Software Products in SchoolSoftware Products in School

Many Governments require Local Many Governments require Local Language versions of Software to be Language versions of Software to be deployeddeployed

Increased Demand through Market Increased Demand through Market “Pull”“Pull”

Language and Cultural Language and Cultural Awareness as a ProfessionAwareness as a Profession Language Education is Essential to…Language Education is Essential to…

Appreciating Diverse CulturesAppreciating Diverse Cultures Enable Communications with International Enable Communications with International

Customers and Business PartnersCustomers and Business Partners

International Competence has to start International Competence has to start right here in the United Statesright here in the United States

Build an early Foundation through Build an early Foundation through Immersion into different Cultures i.e. Immersion into different Cultures i.e. Study Abroad ProgramsStudy Abroad Programs

Global Awareness is KeyGlobal Awareness is Key

We need to build World-Ready productsWe need to build World-Ready products Our Workforce needs to be Diverse and Our Workforce needs to be Diverse and

able to draw from Talent that is able to draw from Talent that is AwareAware of the Global Marketplaceof the Global Marketplace

Awareness can only be accomplished Awareness can only be accomplished through through Language EducationLanguage Education and and Exposure to Foreign CulturesExposure to Foreign Cultures

Language is the Key to Understanding Language is the Key to Understanding the Requirements of a Global the Requirements of a Global Marketplace and the Development of Marketplace and the Development of truly Global Productstruly Global Products