China is the usual suspect when talk drifts to new market expansion, and it’s not an easy market to enter. For companies who have been there and done that, however, another country is top of the mind these days – India. Go-to-market strategy for India presents a unique challenge, not the least because of the linguistic fragmentation of the Indian subcontinent.
Consider this: Hindi and English are the only official languages on the national level in India. However, there are an additional 21 languages that are official in various states and union territories.
Even the top e-commerce retailers battling for supremacy on the Indian market, Amazon and Walmart-owned Flipkart realize English only gets them so far. Amazon has been beta-testing a localized Hindi version of the storefront, while Flipkart offers a localized mobile app and has plans to localize its website too, and extending language support beyond Hindi.
There is historical precedent localizing beyond just English and Hindi in India. IT giants such as Microsoft and Facebook have been doing so for years now. There is a budding language service provider landscape in the country too, more than capable answering the demands of modern localization programs.
It’s not only about offering customers a variety of payment methods. It’s about the little things before, during and after a purchase - the customer service
According to a number of reports, global e-commerce spending for 2019 will reach USD 3.6 trillion. This represents an annual growth of around 18 percent. That makes for a lot of zeroes.
In this episode of Globally Speaking, Renato and Michael welcome Julio Leal, Localization Manager at Ciena. We discuss the triggers for implementing CMS and TMS technology and how to get it done. Tune in to hear his experienced perspective. […]