Beyond Borders Web Globalization Strategies

by Yunker, John

• ISBN13: 9780735712089
• ISBN10: 0735712085
• Edition: 1st
• Format: Paperback
• Copyright: 2002-08-22
• Publisher: New Riders

Summary

Companies know that globalizing their web sites will produce exponential revenue growth -Web Globalization Strategies: Beyond Borderstells 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.

Author Biography

John Yunker has worked as a writer, marketer, and web developer for more than a decade. John cofounded Byte Level

Table of Contents

Introduction	p. 3
English Has Its Limits	p. 3
Who This Book Is For	p. 4
How to Use This Book	p. 4
Conventions Used in This Book	p. 6
Prerequisites	p. 6
The World Awaits	p. 7
Thinking Globally
One Internet; Many Voices	p. 9
In the Beginning, There Was English	p. 10
The Language of Globalization	p. 15
Numbers Speak Louder Than Words	p. 22
Who's Going Global?	p. 25
Moving Forward: Many Internets, Many Voices	p. 29
Navigating the Multilingual Internet	p. 31
Languages 101	p. 32
Don't Let the Languages Scare You	p. 34
Computers and Characters	p. 35
Get to Know Unicode	p. 43
Managing the Multilingual Browser	p. 44
Languages and Countries and Code--Oh, My!	p. 50
The Shifting Sands of Web Globalization	p. 53
Switching Back to English	p. 54
Spotlight: Monster.com	p. 57
Analysis	p. 58
O&A with Monster.com	p. 60
Preparation
First Steps--and Missteps	p. 63
Multiple Personality Sites	p. 64
Overweight Sites	p. 67
Sites That Play Hard to Get	p. 70
Sloppy Sites	p. 74
Web Globalization Is Relative	p. 76
Are You Ready to Go Global?	p. 79
Premature Globalization	p. 81
Choosing a Market	p. 84
Calculate Return on Investment (ROI)	p. 87
Building Brands That Travel	p. 88
When "Foreign" Is a Good Thing	p. 95
You're Ready. Now What?	p. 95
Spotlight: L.L. Bean	p. 97
Analysis	p. 98
Q&A with L.L. Bean	p. 100
Hands-On: Spanish	p. 102
First Thoughts	p. 104
Tools	p. 106
Which Spanish?	p. 107
Preparation	p. 110
Translation	p. 112
Graphics Localization	p. 115
HTML Localization	p. 116
Review	p. 117
Felicitaciones!	p. 119
Implementation
Web Globalization Workflow	p. 121
Building a Workflow That Works for You	p. 122
Web Globalization Checklist	p. 123
Web Globalization Workflow, One Generation at a Time	p. 126
There's More Than One Way to Go Global	p. 128
Who's Doing the Work?	p. 130
Who's in Charge?	p. 134
Web Globalization Strategies: Three Scenarios	p. 135
A Workflow in Progress	p. 137
Let's Talk Budget	p. 139
The Spirit Is Willing, But the Budget Is Weak	p. 140
Where the Costs Come From	p. 141
Where Vendors Fit In	p. 144
The Hidden Costs of Localization	p. 145
Beyond the Budget	p. 151
Spotlight: Social Security Administration	p. 153
Analysis	p. 154
Q&A with SSA	p. 156
Hands-On: French, Italian, and German	p. 158
First Thoughts	p. 160
FIGS	p. 162
Diacritics and Special Characters	p. 163
Multilingual Multitasking	p. 165
Global Gateway	p. 168
Thinking Ahead	p. 169
Internationalization and Localization	p. 171
The i18n and L10n of an Automobile	p. 172
Thinking Globally	p. 172
Acting Locally	p. 182
The Global/Local Internet	p. 193
Text and Translation
Translation Management	p. 195
In the Beginning, There Was Translation	p. 196
How Translation Works	p. 197
Selecting a Translator	p. 205
Selecting a Translation Vendor	p. 208
The Art and Science of Translation Management	p. 217
Computer-Aided Translation (CAT)	p. 219
Translators and Computers	p. 220
Translation Memory Demystified	p. 221
Machine Translation Demystified	p. 227
Of Translators and Machine Translators	p. 234
Spotlight: FedEx	p. 237
Analysis	p. 238
Q&A with FedEx	p. 243
Hands-On: Russian	p. 246
First Thoughts	p. 248
Tools	p. 249
Which Character Set?	p. 250
Character Set Conflicts	p. 251
How to Create a Russian Graphic	p. 257
Localization Notes	p. 258
What About Unicode?	p. 263
Heading East	p. 263
Writing for a Global Audience	p. 267
Writing for Translation	p. 268
Language, Simplified	p. 269
One World, Many Styles	p. 274
Elements of Style	p. 277
Design, Development, and Management
World Wide Design	p. 279
Building the Global Template	p. 280
Building the Global Gateway	p. 282
The Art of the Global Gateway	p. 291
Design for Slow Connections	p. 295
Culturally Sensitive Design	p. 302
Globally Usable; Locally Acceptable	p. 310
Creating Multilingual Content	p. 313
The Golden Age of Multilingual Software	p. 314
Managing Multilingual Text	p. 314
Creating Multilingual Web Pages	p. 317
Inputting Multilingual Text	p. 320
When Character Sets Collide	p. 329
Spotlight: Burton Snowboards	p. 331
Analysis	p. 332
Q&A with Burton Snowboards	p. 334
Hands-On: Chinese and Japanese	p. 336
First Thoughts	p. 338
Tools	p. 339
Japanese Primer	p. 340
Chinese Primer	p. 342
Display and Input of Asian Text	p. 344
Which Character Set?	p. 347
Graphics	p. 348
Localization Notes	p. 350
Almost There...	p. 352
Global Content Management	p. 355
Managing Localized Web Sites	p. 356
CMS Vendors Up Close	p. 362
What to Look for in Content Management Software	p. 366
So Many Languages; So Little Time	p. 367
Beyond the Web
Mastering Your (Country) Domain	p. 369
DNS 101	p. 370
Country Code Domain Names	p. 372
How to Register Globally	p. 373
Internationalized Domain Names	p. 375
A New Resolution	p. 378
Beyond the .com	p. 381
Spotlight: Befrienders International	p. 383
Analysis	p. 384
Q&A with Befrienders International	p. 387
Hands-On: Arabic	p. 390
First Thoughts	p. 392
Tools	p. 393
About Arabic	p. 393
Managing Bi-Directional Text	p. 395
Localization Notes	p. 397
A Good Beginning	p. 401
Supporting International Customers	p. 403
Limited Support and Localized Facades	p. 404
Customer Support Channels	p. 404
Payment	p. 409
Delivery (and Returns)	p. 415
Global CRM	p. 417
All Support Is Local	p. 418
Promoting Your Site Globally	p. 421
Search Engines	p. 422
Banner Ads (and Other Promotions)	p. 429
Email Marketing	p. 437
The Local Touch	p. 439
Spotlight: FIFA World Cup	p. 441
Analysis	p. 442
Q&A with FIFA	p. 445
Hands-On: Unicode	p. 448
First Thoughts	p. 449
Tools	p. 450
About Unicode	p. 450
Global Gateway: Unicode Style	p. 456
Unicode Fonts	p. 459
The Future Is Unicode	p. 459
The Future of Web Globalization	p. 461
Web Development	p. 462
Commerce	p. 464
Content	p. 465
One Internet, One Language at a Time	p. 469
Appendixes
Glossary	p. 471
Global Color Chart	p. 483
Character Entities	p. 489
Names and Numeric Entities	p. 490
Unicode, Microsoft, and "Smart Quotes"	p. 495
Language and Country Codes	p. 499
Language Codes, Country Codes, and Locales	p. 500
Encodings	p. 513
International Notation Standards	p. 517
2/6/02 or 6/2/02?	p. 518
Standardizing Time and Date Notation	p. 520
Index	p. 522
Table of Contents provided by Syndetics. All Rights Reserved.