1. Content Regionalization

2. Business Context Top Regional Websites Scope of Work Glimpses Industry Illustrations

3. Business Context  Hindi is mother tongue of the nation  366 million first language users  121 million second language users  44% Internet users in India prefer Hindi as a language of use  25% Internet users prefer regional languages  International example of regionalization – Baidu (Chinese search engine is the world’s 5 th highest visited site

4. Industry Illustrations - Telecom Acquisition Regional Bi lingual application forms Hoardings in local language Regional products Service Communication in preferred Language* (Bills/Service letters) SMS in various languages All service messages in three languages (Region, English and Hindi) Multi lingual IVRs (Region specific) Regional Content – Songs/ Videos/News English Marathi Hindi Vodafone Kiosk

5. Industry Illustrations - Banking Account opening forms Bi lingual forms English Hindi Marathi ATM Screens Website

6. Industry Illustrations - Insurance Website IRDA Communication Application forms Welcome kit Customer communica tion (Notice, Statements) Not all Multi lingual IVR Advertisem ents Website

7. Industry Illustrations - Observations There have been serious attempts to establish regional communication/ channels Multiple channels have been used and frequently accessed interface have been prioritized Regionalization framework is evolving – lack of holistic framework Technology and physical interface are being used Use of languages is localized in case of physical communication /Interface (Forms/letters) Industry riding on existing infrastructure – especially telecom Technological interface allows a central platform to all languages

8. LanguageWebsiteAlexa World ratingAlexa Indian rating HindiSongs.pk66353 TamilRaaga.com1898149 KannadaThatskannada.onei ndia.in 52928 GujaratiDivyabhaskar.co.in8506511 MalyalamManoramaonline.c om 1989230 Top regional websites Regional websites in India are amongst top 500 websites in the country

9. Scope of Work  Hindi translation and unicode conversion of 201 pages  Supporting in translation and transliteration strategy/ vocabulary  Modules/pages impacted  Personal banking  Accounts and deposits  Loans, cards  Online and Insta Banking  Safe banking and others

10. Modules Illustration of Transliteration Glimpses – icicibank.com/hindi

11. Thank You