1. The Consumer Localization Decision Daniel Goldschmidt

2. Riddle Let s start with a riddle

3. Daniel Goldschmidt Google mission statement: Google's mission is to organize the world's information and make it universally accessible and useful. Source: http://www.google.com/corporate/http://www.google.com/corporate/

4. Daniel Goldschmidt Microsoft mission statement: Enabling people and businesses around the world to realize their full potential. Source: http://www.microsoft.com/presspass/exec/steve/2005/02-16cera.mspx

5. Daniel Goldschmidt Sun mission Statement: To create the technologies and fuel the communities that power the Participation Age Source: http://www.sun.com/aboutsun/investor/faq/index.jsp

6. Daniel Goldschmidt Riddle: What is the core business of Google? What is the core business of Microsoft? What is the core business of Sun?

7. Daniel Goldschmidt (Sad) Answer Making money (actually, lots of it) Sad but true. These are publically held companies with clear objectives and goals

8. Daniel Goldschmidt Conclusion #1 Money is important Better phrasing: Money is the only thing that really counts

9. Daniel Goldschmidt Why localize? Why companies localize their products? $ $ $ Wrong answer

10. Daniel Goldschmidt Internet usage by percentage of each country's population Source: Wikipedia, of course

11. Daniel Goldschmidt Internet Users Distribution Usage % of World % PenetrationInternet Usage, Latest Data Population 2008 ) Est) World Regions 3.5 %5.3 %51,065,630955,206,348Africa 39.5 %15.3 % 578,538,2573,776,181,949Asia 26.3 %48.1 %384,633,765800,401,065Europe 2.9 %21.3 %41,939,200197,090,443Middle East 17.0 %73.6 % 248,241,969337,167,248North America 9.5 %24.1 %139,009,209576,091,673Latin America/Caribbean 1.4 %59.5 %20,204,33133,981,562Oceania / Australia 100.0 %21.9 %1,463,632,3616,676,120,288WORLD TOTAL Source: http://www.internetworldstats.com/stats.htmhttp://www.internetworldstats.com/stats.htm

12. Daniel Goldschmidt Why localize? Why companies localize their products? Much better answer

13. Daniel Goldschmidt Why localize? Why companies localize their products? £ ¥ Even a better answer

14. Daniel Goldschmidt Conclusion #2 The biggest income potential is outside of North America

15. Daniel Goldschmidt Internet User Distribution: We picked the 40 languages read by over 98% of Internet users Source: Google official blog (http://googleblog.blogspot.com/2008/07/hitting-40- languages.html )http://googleblog.blogspot.com/2008/07/hitting-40- languages.html

16. Daniel Goldschmidt Conclusion #3 If you are not an Internet user, you are doomed. Nobody cares about you.

17. Daniel Goldschmidt The long tail

18. Daniel Goldschmidt The long tail The long tail changes its shape during time More and more Internet users are outside North America and Western Europe

19. Daniel Goldschmidt The long tail Google Search Page is translated into 116 languages (try it!) Is it really useful? IMHO, not enough. We are missing indexed content in most of those 116 languages

20. Daniel Goldschmidt Localizing Content Localizing UI is nice, but far from being enough Content should be localized too (should we call it Culturized? )

21. Daniel Goldschmidt The Incentive More localized content = More users More localized content = More content to be indexed More indexed content = More search, more users More Users, more search = More revenue $ £ ¥

22. Daniel Goldschmidt One Laptop Per Child It is a great and wonderful initiative http://laptop.org/en/index.shtml (IMHO a cynical way to reach the next billion users ) … but is missing content in target locales

23. Daniel Goldschmidt Conclusion #4 Everyone will focus in the future on localizing content

24. Daniel Goldschmidt How to get more localized content? Crowdsourcing In the near future we will see more initiative of Crowdsourcing In the near future we will see more platforms to enable Crowdsourcing http://news.cnet.com/8301-1023_3-10005605-93.html?hhTest=1

25. Daniel Goldschmidt Why Crowdsourcing Works? Source: http://www.omafra.gov.on.ca/english/rural/facts/96-001.htm http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs

26. Daniel Goldschmidt Conclusion #5 Individuals will happily contribute to Crowdsourcing localization The incentive is psychological, not financial

27. Daniel Goldschmidt Summary Don t let anyone to fool you: Money drives the industry $ is out, £ ¥ is in Internet users are the celebrities The focus will be on localizing content We can count on the crowd to help us

28. Daniel Goldschmidt A much better summary Enterprises are driven by money Consumers are not driven by money

29. Daniel Goldschmidt Q/A ?

30. Daniel Goldschmidt Conclusion #6 This is the end of the talk

31. Daniel Goldschmidt The end תודה רבה