January 25, - Global Web Site Localization 1 Globalization Strategy and Implementation Experience for 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

January 25, - 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

January 25, - 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

January 25, - Global Web Site Localization 4 Lessons Learned in 1997 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 What Worked WellWhat Did Not Work

January 25, - Global Web Site Localization Goal: Extend the reach of kodak.com to customers outside the US with 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]."

January 25, - Global Web Site Localization 6 Desired Future State 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. 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.

January 25, - Global Web Site Localization 7 Steps Going Forward Finalize Criteria for Prioritization Establish Effective Regional Teams Build Capabilities

January 25, - Global Web Site Localization 8 Prioritization Criteria 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

January 25, - Global Web Site Localization 9 Engaging the Regions 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

January 25, - Global Web Site Localization 10 Path Forward - Key Steps 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

January 25, - 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

January 25, - Global Web Site Localization 12 Prioritization with Demographic Data Top 10 Countries, based on two different measures 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) Finland (35%) Canada (30%) United States (28%) Sweden (27%) New Zealand (18%) Singapore (17%) Taiwan (14%) Hong Kong (14%) Norway (14%) United Kingdom (13%) # People Online% Population Online