Monthly Email Newsletter
October 2004
IN THIS ISSUE:
I. Message from the Editor
II. Articles:
*** FEATURE ARTICLE: Globalization- Part 2
1. Tips for Localizing Your Multinational Web
Site
*** FEATURED LANGUAGE: Japanese
2. The Many Languages of India
3. Outsourcing to India
4. Indian Culture and Religious Customs
5. Highlights of Indian E-Commerce
III.
*** Helpful Web Tools
4. Cross-Cultural Communications Quiz
IV. In Our Next Issue
V. Your Feedback
VI. How to Subscribe
I. MESSAGE FROM THE EDITOR
Imagine visiting a mysterious land of many contrasts: a blend of the ancient
and the modern, snow-covered mountains and tropical rain forests, superstitions
and scientific breakthroughs, wooden carts and the atomic age, enormous wealth
and flagrant poverty. A land that Mark Twain once wrote is, "the cradle of the
human race, the birthplace of human speech, the mother of history, the
grandmother of legend, and the great-grand mother of tradition." In this
issue, we invite you to journey with us, as we explore the magic, color and
wonderment of the Republic of India, the second most populace country in the
world, with 1.04 billion people, 3,000 diverse communities, and 387 languages.
You may have guessed that our Feature Language topic is Indian languages. But
first, we will begin this issue by completing Part II of our look at
Globalization by highlighting several "must-know" localization tips. Then, we
will move on to showcase the controversial subject of outsourcing. Next,
we will feature a few Indian e-commerce companies. Finally, in our helpful web
tools section, we will end on a lighter note by giving you a sort of cultural
IQ test to see how much you know about the use of English words in India.
Since this newsletter is meant to create a virtual community where we share the
latest news and advice, we invite you to submit your suggestions, story ideas,
statistics and web site tips to
mailto:newsletter@globallanguages.com.
-- Inna Kassatkina, Editor
mailto:editor@globallanguages.com
II. ARTICLES
In our last issue, we spoke with an expert about web site globalization. We
learned a great deal about many successful globalization strategies used by
some of the world's highest-revenue generating companies. In this issue, we'll
turn our attention to the need to localize your global web site.
**** FEATURE ARTICLE: GLOBALIZATION - PART 2
1. TIPS FOR LOCALIZING YOUR MULTINATIONAL WEB SITE
At first you might wonder why you would even need to localize a web site that
you just finished making globally accessible. Well, if you think about it at a
high level, you globalize a web site so that you can reach new (foreign)
markets in hopes of expanding your company's revenue base and profit.
Localization is the next step by providing you with a way to target and
penetrate those local (foreign) markets.
So now you might just be asking how do you go about localizing a web site
anyway? Well, to help with this, we compiled tips from marketers,
writers, translators, and technologists. Assuming you have a handle on the
translation and programming aspects, don't overlook these 20 important tips:
(1) Avoid including any culturally biased or offensive
material, colors, or symbols (for example, in the U.S. the number 13 is
considered bad luck. But in Japan, numbers 4 and 9 are considered unlucky).
(2) Know the local social behaviors (this includes
prejudices, etiquette, attitudes, social structure, decision makers and
influencers, etc.).
(3) Know "low content cultures" vs. "high content
cultures" (roughly, expect English speakers, Scandinavians, Germans and those
speaking similar dialects to look for high-level verbal, visual, and written
communication. Everyone else looks more closely at surrounding lower-level
details and content.).
(4) Know local e-commerce laws and regulations,
including how to handle disputes.
(5) Gain a better understanding and appreciation for
the local environment by visiting and meeting the people. If this is not
possible, interview them by phone and chat with associations and people from
the foreign location residing near you.
(6) Ensure local users can view and print all
information from your web site.
(7) Check out the local newspapers and local web
sites.
(8) Study your competitors' web site presence.
(9) Find everything to translate, including titles on
windows, tool-tips and hints.
(10) Keep foreign content up to date. A content
management system can enable non-programmers to maintain your web site.
(11) Keep content separate from coding.
(12) Use clearly written copy -- clear, compelling
writing delights customers and generates loyalty in newly emerging markets.
(13) Try to use dynamically provided content.
(14) Avoid embedding text on graphics/images.
(15) Remember, it is sometimes OK to be American (in
some foreign markets, customers are looking for a U.S. source or influence.)
(16) Don't forget to register your web site on
relevant foreign engines.
(17) Let go. Give some regional autonomy;
balance local vs. central control.
(18) Don't assume everyone has the hardware, software,
infrastructure, laws, and so forth, that you have.
(19) Get help from your local associates and
localization professionals.
(20) Treat translators as equals. Appoint a
strong localization manager and build a strong, virtual localization team.
http://phillip.pristine.net/glit/en/recommendations.html
http://www.intermarketdirections.com/international_translation/multicultural.html
http://www.informationweek.com/797/globa3.htm
http://www.bena.com/ewinters
http://www.omni-inter.com/stdhtml/html/body_ger_software_localization-tips.html
http://www.ewinters.com
http://www.stc-berkeley.org
http://www.sticksoftware.com/software/localizatriontips.html
http://www.autrijus.org/web110n/slide015g.html
http://appling.kent.edu/ResourcePages/Courseware/Localize/Week9/Localization-9.ppt
Now that we know why localization is important and have some tips on things to
check, we'll look at the many languages of India and some globalization issues
you might face should you decide to enter the Indian marketplace.
****FEATURE LANGUAGE: Languages of India
2. THE MANY LANGUAGES OF INDIA
The Republic of India, the second most populace country in the world with 1.04
billion people, has 28 states, 7 union territories comprising some 3,000
diverse communities. Today, there are some 387 languages. So how do we go about
understanding them all? Let's begin by looking at what they have in
common.
On a broad basis, looking at the diverse physical types of people alone,
Indians can be divided into four broad categories: 1) a majority of the
high class Hindus that live in Northern India and speak languages derived from
Sanskrit, 2) Dravidians who live south of the Vindhyas and speak Tamil, Telugu,
Kannada, and Malaylam, 3) the primitive tribes such as the Kols, Bhils, and
Mundas who live in the hills and jungles of India, and 4) the people with
strong Mongolian features, including the Gorkhas, Bhutiyas, and Khasis, who
inhabit the slopes of the Himalayas and mountains of Assam.
Cutting across geographical boundaries, Hindi is the national language and
primary tongue of 30% of all Indians. There are 14 other official languages:
Bengali, Telugu, Marathi, Tamil, Urdu, Gujarati, Malayalam, Kannada, Oriya,
Punjabi, Assamese, Kashmiri, Sindhi, and Sanskrit. Hindustani is a popular
variant of Hindi/Urdu, but is not an official language.
Well, now that you realize Indians speak some 387 languages, you might ask why
so many languages have survived the test of time. In many parts of the
world, we know that some of the more obscure languages disappear with
time. It is thought that so many Indian languages remain simply because
most Indians are basically bilingual or trilingual. Now on to the most
important language to you, English.
Among all languages, English enjoys a very unique place in Indian society
because it is the most important language for national, political, and
commercial purposes. Today, students are typically expected to learn two or
three languages. English is usually the second language learned. It is said
that if you travel throughout India, in most cities you will easily find
English-speaking Indians to help you. English use will most likely grow
further in the future because knowing English is a status symbol of the
educated Indian. And English-speaking Indians are playing a key role in the
explosive outsourcing business coming from the U.S.
http://mapsofindia.com/maps/india/india.html
http://www.askasia.org/image/maps/india4.htm
http://www.cia.gov/cia/publications/factbooks/geos/in.html
http://www.ethnologue.com/show_country.asp?name=India
3. OUTSOURCING TO INDIA
Outsourcing overseas is certainly not new to American industry. In fact,
the US is now the world's biggest outsourcer. But what's new is the recent
movement of outsourcing to India.
So why are the jobs going to India anyway? Well, it seems to have
occurred because of several factors: The Internet providing a rapid, global
reach; sluggishness in the US economy; American competitive forces trying to
cut costs; and India emerging onto the global market with a cheap,
well-educated, highly-skilled, Internet-savvy work force. Moreover, unlike
workforce in other low-cost outsource provider countries such as China, Mexico,
Philippines, Russia, and the Czech Republic, most of the Indian high-tech
workforce are fluent in English.
http://www.mapsofindia.com/outsourcing-to-india/jobs-outsourcing.html
http://www.mapsofindia.com/outsourcing-to-india/reasons-for-outsourcing.html
http://stylusinc.com/business/india/regional_differences.htm
As you probably know, making the ultimate decision to build in-house or
outsource is a complex business decision that crosses the desk of virtually all
American executives. But in recent months, outsourcing to India has transcended
business. In this election year, it has truly become a politician's hot
potato. Besides terrorism, the American electorate is largely focused on
the economy. And a pet peeve is the en mass exporting of higher-paying IT jobs
by American corporations. Serious public debate revolves around whether we
should discourage such outsourcing by imposing economic barriers such as
tariffs.
Nevertheless, in the very near future you may still find yourself wrestling
with this outsourcing dilemma. Why? Because outsourcing to India is said to
lower costs by up to an astounding 60 percent. And outsourcing to India is
expected to grow by 30 percent in 2004 and may last 20-30 years! Furthermore,
there is a giant workforce reserve. Currently, IT-related outsourcing uses
under 1percent of the workforce; per capita income is $460 (US dollars), with
300 million Indians subsisting on one US dollar or less per day. As one
tangible example, a top electrical engineering grad from an Indian Institution
earns about $10,000 (US dollars) a year, roughly one-eighth of the starting pay
in the US.
http://www.rediff.com/money/2003/mar/11it.htm
http://www.indianchild.com/outsourcing/outsourcing_to_India.htm
http://www.mapsoindia.com/outsourcing-to-india/outsourcing.html
http://www.mapsoindia.com/outsourcing-to-india/jobs-outsourcing.html
Ok, so as unpopular as it may be, if you find yourself evaluating Indian
outsourcing, you'll want to know much more about what to expect. For that,
we'll now turn our attention to the BPO Revolution.
In the last few years, BPO has emerged as a newly preferred outsourcing method.
BPO or Business Process Outsourcing is not just another term for traditional
outsourcing. It is a new way of doing business. In the BPO model, emphasis is
placed upon creating strategic value for the outsourcing company by changing
the process that is being outsourced, and the way it is performed, to make
meaningful, lasting improvements. It is not just changing the hands from
outsourcer to BPO and allowing the status quo. And BPOs are the name of the
outsourcing game in India.
http://www.mapsofindia.com/outsourcing-to-india/bpo-bsp.html
Indian BPO industries include IT, Call Centers, Finance & Accounting,
Procurement, Textiles, Hospital/Medical Tourism, Manufacturing, HR, and
Research. And BPOs are strategically located in cities with technology centers
offering the talent, resources and infrastructure.
http://www.mapsofindia.com/outsourcing-to-india/business-sectors-in-outsourcing.html
New Delhi, Bangalore, Hyderabad, and Bombay feature established BPOs and
state-of-the-art technology centers, with the former featuring the largest BPO
in India. And other cities such as Mangalore, Mumbai, Mysore, Gulbarga,
Manipal, and Hubli, have excellent educational institutions, connectivity,
infrastructure, and some software technology parks.
http://www.outsource2india.com/why_india/articles/bangalore.asp
In the end, if you decide to engage in outsourcing, e-commerce, or other
business with an Indian company, it is well worth the time to learn about and
appreciate the local culture and customs. The following tips may offer secrets
for your success.
4. INDIAN CULTURE AND RELIGIOUS CUSTOMS
Two businessmen went on an odyssey to set-up shop in India. Along the way, they
compiled cultural tips to help anyone considering doing business in India or
with Indian business partners.
(1) Always do a reconnaissance to understand the
diversity and versatility of India - this will keep you from being shocked or
radically misjudging what to expect.
(2) Don't judge India from your experiences with taxi
drivers or people in tourist locations because many unsavory people congregate
where the tourist visits.
(3) Communication makes the critical difference.
(4) Never squirm because it is offensive to resist the
personal and human touch of friendship. Indian men hold your hand/embrace a
long time by our standards.
(5) Never shake hands, touch, or sit close to an
Indian woman, in public or private. Keep a respectable distance between a
man and an Indian woman.
(6) Watch how and what you wear.
(7) Don't be offended, Indians want to know everything
at the first meeting.
It is considered normal and friendly to ask very personal questions.)
(8) A foreigner's value is equated by money that can
be obtained from him or her.
(9) The more you want something, the more you should
act indifferent.
(10) Indians cannot say "no" - it is considered rude.
"No" is subtly inferred.
(11) If you are face-to-face, realize that Indians use
strong non-verbal communication.
(12) Indians think nothing of staring at you. It is
not considered rude, just part of the culture.
http://stylusinc.com/business/india/cultural_tip1.htm
http://stylusinc.com/business/india/indian_cant_say_no.htm
In addition to cultural norms, religion plays a central role in Indian life.
Religious customs begin with birth and continue through adolescence, the grave,
and beyond. Indians practice religions that are unfamiliar to most Americans.
The vast majority of Indians, 81.3%, are Hindu. Muslims comprise 12%. The
remaining 6.7% are Christian, Skih, Buddhist, Jain, Parsi and others. Many of
these customs are observed while in social and business settings.
http://www.cia.gov/cia/publications/factbook/geos/in.html
http://www.capertravelindia.com/india/customs-in-india.html
Now let's get a better feel for Indian e-commerce by looking at a few
companies.
5. HIGHLIGHTS OF INDIAN E-COMMERCE
Neeraji Kumar Sharma, a programmer working in the US, forgot it was his
fiancé's birthday. By luck, it would be 6 a.m. in Mumbai where Anjali Mehta was
still fast asleep. Neeraji immediately logged on to Sify Shopping and ordered a
bouquet of 50 roses, with express delivery!
Not unlike Americans, Indians are beginning to see the Internet as another
purchasing vehicle. However, if you consider India as a target market for your
e-commerce products, besides looking at demand for your product, do investigate
local customs and practices of Indian consumers, companies, and commerce.
Here are just a few things to know: Right now, Internet penetration is very
low, largely urban, and most importantly Indians don't like to use credit cards
online! COD (cash on delivery) or debit cards are used instead. In India,
there are three drivers for e-commerce: ease and convenience,
bargains/discounts; and wide selection. So you must have a competitive edge for
one, if not all of these. Finally, off-shoring is India's forte. It accounts
for 80% of the global market. India has taken market share from established
off-shoring centers in Ireland, Canada, and China. Its closest competitor is
the Philippines. According to Deloitte & Touche, in 2003 the number of
financial institutions with off-shoring operations in India grew by 46%, while
the number of off-shoring jobs in India grew by 500%!
http://www.financialexpress.com/fe_full_story.php?content_id=64613
Outsource2india.com is an Internet company capitalizing on India's dominance in
off-shoring financial services. It assists companies outsource by using a
five-step process:
(1) Analyzing your requirements to devise an
outsourcing strategy.
(2) Carrying out a pilot project before the contract
is signed.
(3) Ensuring flawless performance as the process is
moved offshore.
(4) Managing the project.
(5) Making it easy to do business with them.
http://www.outsource2india.com EXL
is reported as India's Number 1 third-party BPO services provider. With centers
in New Delhi and Bangalore, according to Vikram Talwar, CEO, EXL provides call
center and loan servicing support for a national mortgage company in Pasadena,
CA. Consumers, calling their US lender actually talk to a college-educated EXL
associate in India who speaks fluent English and is trained about important
localization topics, such as American geography, customs, music, sports, etc.
http://www.prdomaine.com/companies/e/exl/news_releases/200208aug/pr_exl_nr_20020808.htm
In summary, for your company to conduct successful e-commerce in India, there
are several matters to keep in mind. E-Commerce is controlled by a sweeping set
of transaction laws and regulations covering digital signatures, electronic
records, secure transmissions, and certifying authority. And be forewarned:
Despite India's commitment to promoting its software and IT services, it has
failed to capture ownership of the intellectual property it is now providing on
a global basis. India appears to be sidetracked by a sort of paranoia about the
prospect of China providing the same services at lower costs. There is a real
threat that India could ultimately be trumped by China, if China patents BPO
and IT intellectual property and shifts the dynamics of the global marketplace.
If India fails to address this issue soon, you might eventually find yourself
contracting with Chinese BPOs.
Another area to be concerned about is the possibility of the Indian
Government's intrusion into your private communications. Some provisions of law
may allow the New Delhi Government to intercept your communications should they
consider them a national security risk. And finally, don't overlook the
potential risk to your business due to political instability in the region
(e.g. the violent struggle over Kashmir between India and Pakistan) and the
potential for terrorism.
http://www.bakernet.com/ecommerce/india-t.htm
http://www.loc.gov/law/guide/india.html
http://www.financialexpress.com/fe_full_story.php?content_id=64613
http://www.irctc.co.in
http://www.cnn.com/2000/LAW/06/29/india.IT.law/
http://www.baker.net/ecommerce/india-t.htm
http://mapsofindia.com/outsourcing-to-india/future-for-outsourcing.html
III.
*** HELPFUL WEB TOOLS
6. CROSS-CULTURAL COMMUNICATIONS QUIZ
Indians speak English with a rich British influence. Oftentimes, when you
travel abroad (or virtually by viewing web content), you find remarkable
differences in the use of words. Take this abbreviated cross-cultural quiz of
some English words used in India, without looking at the answers below. See how
many of these you can match.
1.
Tinkle
a. City
2. Corporation b. Diaper
3. Ticked off
c. Never comes
4.
Biscuits
d. Check
5. Tomorrow e. Call
on phone
6.
Nappie
f. Cookies
Then visit the web site below to take the entire test of 34 questions.
http://stylusinc.com/business/india/culture_quiz.htm
(Answers: 1e, 2a, 3d, 4f, 5c, 6b)
IV. IN OUR NEXT ISSUE:
*** FEATURED INDUSTRY: Building Industry - How to Succeed Online
*** FEATURED LANGUAGE: Canadian French
V. YOUR FEEDBACK
Have questions? Or a story idea or topic you would like us to address
in a future issue? Let us know by sending a message to
newsletter@globallanguages.com.
VI. HOW TO SUBSCRIBE
