The broadband market in Russia is expanding at an average rate of more than 50 percent, with some regions projected for 100 percent growth in 2007. This healthy growth, which is currently led by government, oil, gas, and banking sectors, is expected to be fueled eventually by the emerging small to medium enterprise and consumer markets. According to J’son&Partners (a consulting and research company specializing in telecommunications) in mid 2006, 1.8 million Russian households had broadband access to the Internet via ADSL, Ethernet or DOCSIS networks, and the demand is growing even faster than expected. By 2008, the number of households using broadband is expected to exceed 6 million.

Residential broadband accounts for 30 percent of the market, with an estimated volume of $500 million in 2007. Demand remains strong and is expected to continue its rapid growth in many of the Russian regions in 2007. By the end of 2012, U.S. Commercial Service estimates the number of broadband subscriptions to reach 23.8 million. Beyond broadband, Internet access, in general, has a 20 percent population penetration of 20 percent – or 29 million plus people in Russia.

Localizing Websites
More broadband growth and Internet penetration equals more people online and searching for products, services, vacations, etc. Is the Russian online consumer or vendor on your target list? If you consider the more than 29 million Russians online as a potential market for your products, besides looking at demand for your product, do you consider local customs and practices of Russian consumers, companies, and commerce?

Web localization is a key component for delivering your products, services, and solutions to new clients in emerging markets. By localizing your site to the Russian language, culture, laws, and currency, you have a better opportunity of drawing (and keeping) Russian- speaking searchers to your site. But, web localization is a specialized procedure. For example, a Russian translation is usually distinguished by longer word length (and thus taking up more space on a page), compared to its English source. Plus, the different local perception of advertising can hamper website localization projects, especially when it comes to graphics, menus, banners, and pop-up ads. It is imperative to use translators and website localization companies with expertise in the language, country, and your specific product or industry.

For more information about translating materials or localizing your website for Russian speakers, contact us.

SOURCES:
Business Monitor International
ComNews Publishing Group
J’son&Partners
U.S. Commercial Service Department