1. Global Competitiveness – Another View

2. Global Competitiveness – Another View
Bernhard Kohlmeier
Director, Localization Futures
Core Operating Systems Division
Microsoft Corporation

3. Microsoft Facts Fiscal Year 2003 Revenues: US-$ 32,187M
International Sales
Approx. 60% of total Revenue
Offices in more than 60 Countries
Strongest Growth observed in Emerging Markets
Microsoft Windows® and Office® available in 40+ Languages
Globalization and Localization is a Core Competency

4. Local Products for the Global Market
World-Readiness: Developing Products and Content for a Global Audience
Software needs to be “Enabled” for Global Use
Scripts
Graphics
Functionality
Local Product for the Global Market

5. The International Software Product Lifecycle
Global Awareness Required
Globalization
Plan
US Core
Design
Localization
Implement
Predominantly
in Country
Software Product Cycle Model
Stabilize
Release

6. Translation vs. Global Awareness
Do we need local Translators?
Translations are best performed in the Locale
Locale Specific content is best developed locally
Through learning Foreign Languages, international Awareness is created
What does it mean to converse and interact in a foreign language
What are the challenges for our International Customers when using our Products
Global Awareness is Key!

7. Diversity and Cultural Awareness of the Workforce
Enriches our Performance and Products
We must Understand the Global Marketplace and Value and Incorporate Differences
Leverage the Differences to Succeed in an ever-changing Global Marketplace
This can only be accomplished through a Workforce that thinks Local(e)y in a Global Environment

8. Microsoft Local Language Program
Addresses several critical Goals of National and Regional Governments Worldwide by…
Developing a robust local IT Economy
Building universal IT Solutions for Multi-language cultures
Enabling the use of Regional Languages in technology to facilitate the preservation of language and culture
Investment in previously unreached IT Communities

9. Creating Demand through Localization
In many Countries especially Developing Markets English is not commonly spoken
Lack of Availability of Local Language Versions of our Software is a Barrier to Entry
Incubation
Software Products and Content available in local languages increases the adoption rate
Help non-English speakers to reach their potential
Creates Demand for Products and Content
Create a literate IT Workforce in target locales

10. A World of Changing Expectations
More and more Students use Localized Software Products in School
Many Governments require Local Language versions of Software to be deployed
Increased Demand through Market “Pull”

11. Language and Cultural Awareness as a Profession
Language Education is Essential to…
Appreciating Diverse Cultures
Enable Communications with International Customers and Business Partners
International Competence has to start right here in the United States
Build an early Foundation through Immersion into different Cultures i.e. Study Abroad Programs

12. Global Awareness is Key
We need to build World-Ready products
Our Workforce needs to be Diverse and able to draw from Talent that is Aware of the Global Marketplace
Awareness can only be accomplished through Language Education and Exposure to Foreign Cultures
Language is the Key to Understanding the Requirements of a Global Marketplace and the Development of truly Global Products