What Is Globalization


  • 20 Jan, 2012

    * Activities performed for the purpose of marketing a (software) product in regional marketing a (software) product in regional markets * Goal: Global marketing that accounts for economic and legal factors. * Focus on marketing; total enterprise solutions and to management support Aspects of Localization * Terminology The selection and definition as well as the correct and consistent usage of terms are preconditions for successful localition: o laymen and expert users o in most cases innovative domains and topics o huge projects with many persons involved o consistent terminology throughout all products o no synonyms allowed o prededined terminology(environment, laws, specifications, guidelines, corporate language) * Symbols o Symbols are culture-dependant, but often they cannot be modified by the localizer. o Symbols are often adopted from other (common) spheres of life. o Symbols often use allusions (concrete for abstract); in some cases, homonyms or even homophones are used. * Illustrations and Graphics o Illustrations and graphics are very often culture dependant, not only in content but also in the way they are presented o Illustrations and graphics should be adopted to the (technical) needs of the target market (screen shots, manuals) o Illustrations and graphics often contain textual elements that must be localized, but cannnot be isolated. * Colors have different meanings in different cultures * Character sets o Languages are based on different character sets ("alphabets") o the localized product must be able to handle(display, process, sort etc) the needed character set o "US English" character sets (1 byte, 7 bit or 8 bit) o Product development for internationalization should be based on UNICODE (2 byte or 4 byte) * Fonts and typography o Font types and font families are used in different cultures with varying frequency and for different text types and parts of text o Example: In English manuals fonts with serifs(Times Roman) are preferred; In German manuals fonts without serifs(Helvetica) are preferred o Example: English uses capitalization more frequently(e.g. CAUTION) for headers and parts of text * Language and style o In addition to the language specific features of grammar, syntax and style, there are cultural conventions that must be taken into account for localization. o In (US_English) an informal style is preferred, the reader is addressed directly, "simple" verbs are used, repetition of parts of text is accepted etc. o Formulating headers (L10N) o Long compound words (L10N) o Elements of the user interface Open the File menu The Open dialog box appears Click the copy command * Formats o Date, currency, units of measurement o Paper format o Different length of text 1. Consequences for the volume of documents, number of pages, page number (table of contents, index)etc. 2. Also for the size of buttons (IT, machines etc.)

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