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Globalization Strategy and Implementation Experience for kodak

Globalization Strategy and Implementation Experience for kodak

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Globalization Strategy and Implementation Experience for kodak

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  1. Globalization Strategy and Implementation Experience for www.kodak.com Terry Lund - Director Internet Initiatives Cynthia McCombe - Web Site Editor August de los Reyes - Global Producer Trials and tribulations of managing the global presence for a large multinational corporation lund@kodak.com - Global Web Site Localization

  2. Background Summary: Started considering the issue in 1996 with Europe and Canada Current State: Participation ideas and expectations in all regions Future State: Appropriate amount of multi-language content Path Forward: Finalize criteria for prioritization, establish effective regional teams, build capabilities lund@kodak.com - Global Web Site Localization

  3. Summary of 1997 Status • Handled inquiries and grass roots activities from about 20 countries • Developed content for 11 countries • Registered Kodak domain name in all main countries with EK presence lund@kodak.com - Global Web Site Localization

  4. Lessons Learned in 1997 What Worked Well What Did Not Work • Leverage of other media activity with Nordic Consumer Imaging • Proactive planning in China • Leverage with Europe activities • International feedback in local languages • Stages of web development • IS Contacts as focal point - missing BU connections • “Field of Dreams” approach to country content • WW direction from BUs in Rochester - did not push for this • “Stale Content” - little or no updating lund@kodak.com - Global Web Site Localization

  5. 1998 Goal: Extend the reach of kodak.com to customers outside the USwith a data driven strategy. Globalization is concerned with 90% of the world: those who do not speak English. Willy Brandt, the former German chancellor, once said: "If I'm selling to you, I speak your language. If I'm buying, dann müssen Sie Deutsch sprechen [then you must speak German]." lund@kodak.com - Global Web Site Localization

  6. Local language information (country specific) Contact information, where to buy, promotions, events, feedback Translate “core” information Product catalog, FAQs, product launch, etc. Deliver (translate) compelling applications PictureThis, Digital Learning Center, Guide to Better Pictures, etc. Desired Future State • Deliver content in the appropriate languages • Guided by demographics, ROI, VOC In Europe, only 15% of the one-half billion population speak English as a first language, and only 28% speak English at all.http://www.euromkg.com lund@kodak.com - Global Web Site Localization

  7. Finalize Criteria for Prioritization Establish Effective Regional Teams Build Capabilities Steps Going Forward lund@kodak.com - Global Web Site Localization

  8. Demographics of on-line audience Consider the target audience in the target market(s) Recognize Telecom infrastructure issues (bandwidth and cost) Size and growth of business opportunity Potential for growth is a factor (e.g. China) Level of management commitment Awareness and commitment needed at all levels Availability of assigned people Need WebTech and Marketing people, with training. WebTech assigned at least 50% time. Written strategy and tactics with WW alignment Must have leverage from and synergy with WW initiatives Prioritization Criteria lund@kodak.com - Global Web Site Localization

  9. Go slowly based on prioritization criteria Initial reference sites identified for # people and languages Seek verification from countries Develop awareness and commitment in regions Build necessary capabilities on kodak.com Critical first step - dedicated resources The dynamic nature of the Web requires Mktg. and WebTech people WebTech capabilities, training, awareness must be addressed Access to the necessary design (usability) resources Engaging the Regions lund@kodak.com - Global Web Site Localization

  10. Go slowly to avoid getting ahead of the demographic Capability building Global navigation functionality (context menus and footer) Contextual searching and customer support (local language) Support for 2-byte character sets for Japan and GCR Country/Region WebTech resources assigned Need marketing people assigned Leverage BU strategies with the regions Need to establish functioning Regional Teams with BUs Continue VOC data gathering and benchmarking Path Forward - Key Steps lund@kodak.com - Global Web Site Localization

  11. Prioritization with Demographic Data What is the measure/metric for these ordered lists? • United States • Japan • Canada • United Kingdom • Germany • France • Taiwan • Italy • Sweden • Spain • Finland • Canada • United States • Sweden • New Zealand • Singapore • Taiwan • Hong Kong • Norway • United Kingdom lund@kodak.com - Global Web Site Localization

  12. Prioritization with Demographic DataTop 10 Countries, based on two different measures http://www.nua.ie/surveys/how_many_online.html # People Online % Population Online • Finland (35%) • Canada (30%) • United States (28%) • Sweden (27%) • New Zealand (18%) • Singapore (17%) • Taiwan (14%) • Hong Kong (14%) • Norway (14%) • United Kingdom (13%) • United States (73M) • Japan (12M) • Canada (9M) • United Kingdom (7.5M) • Germany (7.3M) • France (2.9M) • Taiwan (2.8M) • Italy (2.6M) • Sweden (2.4M) • Spain (2.2M) lund@kodak.com - Global Web Site Localization