1. 1GlobalCustomerLifecycleSMTheLeadingGlobalRetailersandWhyJohnYunkerByteLevelResearch

2. 2Copyright 2013. Confidential Distribution prohibited without permissionWithYouTodayJohnYunkerPresenterWebGlobalizationConsultantByteLevelResearch@johnyunkerNickPanagopoulosModeratorVicePresident,GlobalMarketsLionbridge@NickAPan 3. 3WeAreaGlobalBusinessPlatform,NotaRollupofLocalAgencies1globalSixSigmamethodologytalentacross100,000ondemandcities7,500globalemailsdelivered18Billionwordstranslated13Billionwebpagesmanaged1.5Milliontestsperformed437Million1commonbusinessplatform26programmanagementcenters 4. 4Copyright 2013. Confidential Distribution prohibited without permissionWebinarAgendaBestPracticesinWebGlobalizationWebsiteProfiles Amazon.com Apple.comESfortheUS MobileGlobalizationTipsInRetail,theWorldisAnythingButFlat Q&A 5. 5Copyright 2013. Confidential Distribution prohibited without permissionInRetail,theWorldisAnythingbutFlatMeasurements(Units,ClothingSizes)Measurements(Units,ClothingSizes)ProductSelectionProductSelectionDeliveryDeliveryPaymentProcessingandFraudMitigationPaymentProcessingandFraudMitigationReturnsReturnsPrice(CurrencyandExchangeRates)Price(CurrencyandExchangeRates)Timing(Holidays,Seasons)Timing(Holidays,Seasons)CustomerSupportBefore,During,andAftertheSaleCustomerSupportBefore,During,andAftertheSale 6. 6Copyright 2013. Confidential Distribution prohibited without permissionAmazon:AGlobalSuccessStory(sortof)1995 1998 2013Amazon.comlaunchedin1995 wasglobalfromdayoneAmazon.comlaunchedin1995 wasglobalfromdayoneIn1998,launchedGermanandUKwebsitesIn1998,launchedGermanandUKwebsites15yearslater,howmanycountrywebsitesdoesAmazonsupport?15yearslater,howmanycountrywebsitesdoesAmazonsupport?(Asapointofreference,Starbuckswentfrom11to22languagesinthepastfiveyears)BrazilBrazilCanadaCanadaChinaChinaFranceFranceGermanyGermanyItalyItalyJapanJapanSpainSpainUnitedKingdomUnitedKingdom 7. 7Copyright 2013. Confidential Distribution prohibited without permissionFromAmazons2011AnnualReportOurinternationalactivitiesaresignificanttoourrevenuesandprofits,andweplantofurtherexpandinternationally.Incertaininternationalmarketsegments,wehaverelativelylittleoperatingexperienceandmaynotbenefitfromanyfirsttomarketadvantagesorotherwisesucceed.Itiscostlytoestablish,developandmaintaininternationaloperationsandwebsitesandpromoteourbrandinternationally.Ourinternationaloperationsmaynotbeprofitableonasustainedbasis. 8. 8Copyright 2013. Confidential Distribution prohibited without permissionFromAmazons2011AnnualReport*ExcerptedlistWeexpectthat,overtime,ourInternationalsegmentwillrepresent50%ormoreofourconsolidatednetsales.Inadditiontorisksdescribedelsewhere(inthissection),ourinternationalsalesandoperationsaresubjecttoanumberofrisks,including:* Lower levelsofconsumerspendingandfeweropportunitiesforgrowthcomparedtotheU.S. Lowerlevelsofcreditcardusageandincreasedpaymentrisk Difficulty instaffing,developingandmanagingforeignoperationsasa resultofdistance,languageand culturaldifferences Governmentregulationofecommerce Restrictions onsalesordistributionofcertainproductsorservices Limited fulfillmentandtechnologyinfrastructure Lawsandregulationsregardingconsumeranddataprotection LowerlevelsofuseoftheInternet 9. 9Copyright 2013. Confidential Distribution prohibited without permissionWebinarAgendaInRetail,theWorldisAnythingButFlatWebsiteProfiles Amazon.com Apple.comESfortheUS MobileGlobalizationTipsQ&ABestPracticesinWebGlobalization 10. 10Copyright 2013. Confidential Distribution prohibited without permissionBestPracticesinWebGlobalizationThinkGlobal,Mobileand SocialSocialMobileGlobal Globalreach(20+languages) Globalconsistencywithlocalflexibility Localcontent,easilyfoundbyusers LanguageparitybetweenPCtomobile Optimizedforperformanceandusagescenarios Supportmarketandlanguagespecificsocialplatforms Integrateandpromotesocialnetworksonthelocalwebsites 11. 11Copyright 2013. Confidential Distribution prohibited without permissionLanguages French German Japanese Spanish Chinese(Simplified) 0510152025302005 2006 2007 2008 2010 2011 2012 2013Average Number of Languages0510152025302005 2006 2007 2008 2010 2011 2012 2013Average Number of LanguagesAll other languages28%ArabicTurkishKoreanFrenchRussianGermanPortuguese (Brazil)Japanese5%Spanish9%English18%Chinese24%FewerthanaquarterofallInternetusersarenativeEnglishspeakers.Ifyourcompanyweretosupportjust10languages,herearethemostpopularlanguagessupportedbyglobalwebsitestoday: Italian Russian Korean Portuguese(Brazil) Dutch 12. 12GlobalTemplatesEnableEfficientGlobalization 13. 13Copyright 2013. Confidential Distribution prohibited without permissionWhatsYourGlobalGatewayStrategy?ElementsofGlobalNavigation:21 34 14. 14GlobalGatewayTip:DontOvertranslate 15. 15UseaUniversalGlobalGateway 16. 16HolidaysAreUniquelyLocal 17. 17SomeHolidaysAreBecomingMoreGlobal 18. 18EvenPricesMaybeLocalized 19. 19EvenPricesMaybeLocalized 20. 20EvenPricesMaybeLocalized 21. 21EvenPricesMaybeLocalized 22. 22Copyright 2013. Confidential Distribution prohibited without permissionSuccessfulWebLocalizationisAboutManagingExpectations AreyousellingtoEnglishspeakersoutsideoftheUSvs.sellingtotheworld? Doyouprovideendtoendlanguagespecificexperiences? Customerserviceisanuntappedopportunity Transparencyisessential.Dontbeafraidtobehonestaboutlimitations 23. 23ManagingExpectations 24. 24OutsourcedShipping 25. 25Copyright 2013. Confidential Distribution prohibited without permissionWebinarAgendaBestPracticesinWebGlobalizationESfortheUS MobileGlobalizationTipsQ&AWebsiteProfiles Amazon.com Apple.comInRetail,theWorldisAnythingButFlat 26. Copyright 2013. Confidential Distribution prohibited without permissionAmazon.com 27. 27GlobalConsistency,LocalFlexibility 28. 28GlobalConsistency,LocalFlexibility 29. 29LocalizationisAllAboutDetails 30. 30LotsofDetails 31. 31GeolocationinAction 32. 32Mobile 33. Copyright 2013. Confidential Distribution prohibited without permissionApple.com 34. 34Consistency 35. 35GreaterChinaAccountsfor13%ofTotalRevenues 36. 36iTunesServes50+Markets 37. 37ButWhatAboutAllThoseFlags? 38. 38Copyright 2013. Confidential Distribution prohibited without permissionWebinarAgendaBestPracticesinWebGlobalizationWebsiteProfiles Amazon.com Apple.comMobileGlobalizationTipsQ&AESfortheUSInRetail,theWorldisAnythingButFlat 39. 39Copyright 2013. Confidential Distribution prohibited without permissionCompaniesThatOfferUSSpanishlanguageWebsites 40. 40DepthofLocalizationis CriticaltoSuccess 41. 41ManageeCommerceExpectations 42. 42ManageCustomerSupportExpectations 43. 43Copyright 2013. Confidential Distribution prohibited without permissionWhatstheBestURLfortheSpanishlanguageWebsite?www.acme.com/eswww.acme.com/espanolwww.acme.com/spanishespanol.acme.com 44. 44Copyright 2013. Confidential Distribution prohibited without permissionWhatstheBestURLfortheSpanishlanguageWebsite?www.acme.com/eswww.acme.com/espanolwww.acme.com/spanishespanol.acme.comwww.acme.com/eswww.acme.com/espanol 45. 45Copyright 2013. Confidential Distribution prohibited without permissionWebinarAgendaBestPracticesinWebGlobalizationWebsiteProfiles Amazon.com Apple.comESfortheUS Q&AMobileGlobalizationTipsInRetail,theWorldisAnythingButFlat 46. 46Copyright 2013. Confidential Distribution prohibited without permissionEarlyDaysofMobile Fewcompaniesprovidelanguageparityacrosstheirwebsitesandmobileapps ConsidertheuserwhoaccessesyourSpanishlanguagewebsiteatwork,thengoesopensamobileappthatsupportsonlyEnglish54222015985520 10 20 30 40 50 60YouTubeIKEA CatalogFacebookPayPalApple StoreNe lixAmazon MobileeBayStarbucksLanguage Count by iOS App54222015985520 10 20 30 40 50 60YouTubeIKEA CatalogFacebookPayPalApple StoreNe lixAmazon MobileeBayStarbucksLanguage Count by iOS App 47. 47Ebay oniPhone andiPad 48. 48Copyright 2013. Confidential Distribution prohibited without permissionMobileGlobalizationTips Global gatewayreadily accessible Global gatewayreadily accessibleMobilewebsiteshouldmaintainlanguageparitywiththePCwebsiteMobilewebsiteshouldmaintainlanguageparitywiththePCwebsiteMobileappshouldalignautomaticallywithOSlocaleMobileappshouldalignautomaticallywithOSlocaleMobilewebsitesshoulduselanguagenegotiation(detection)Mobilewebsitesshoulduselanguagenegotiation(detection)ManagemobileterminologyseparatelyfromPCterminologyManagemobileterminologyseparatelyfromPCterminology StrictweightlimitsStrictweightlimitsInternationalizedapplication(keeptextoutofimagesandseparatefromcode)Internationalizedapplication(keeptextoutofimagesandseparatefromcode)00100100111 22 3344 55 66 49. 49ThankyouResourcesavailableforyouJohnYunkerByteLevelResearchEmail: jyunker@bytelevel.comTwitter:@johnyunkerBlog:www.globalbydesign.comBooks:www.bytelevelbooks.comNickPanagopoulosLionbridgeTechnologiesEmail: Nick.Panagopoulos@lionbridge.comTwitter:@NickAPanhttp://blog.lionbridge.com/marketing info.lionbridge.com/JY_LeadingGlobalRetailers_2013DownloadtheFullReportVisittheLionbridgeGlobalMarketingOpsBlogwww.lionbridge.com 50. 50GlobalCustomerLifecycleSMwww.lionbridge.comhttp://blog.lionbridge.comhttp://twitter.com/Lionbridgehttp://www.facebook.com/L10nbridgeThankYouJohnYunkerByteLevelResearchNickPanagopoulosLionbridgeTechnologies