Globalization Strategy and Implementation Experience for www'kodak'com

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Globalization Strategy and Implementation
Experience for www.kodak.com
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
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• 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

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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

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Lessons Learned in 1997
What Worked Well
What Did Not Work

• 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

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1998 Goal Extend the reach of kodak.com to
customers outside the USwith 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."
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Desired Future State

• 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.
http//www.euromkg.com

• 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.

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Steps Going Forward

• Finalize Criteria for Prioritization
• Establish Effective Regional Teams
• Build Capabilities

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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

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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

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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

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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

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Prioritization with Demographic DataTop 10
Countries, based on two different measures
http//www.nua.ie/surveys/how_many_online.html
People Online
Population Online

• Finland (35)
• Canada (30)
• United States (28)
• Sweden (27)
• New Zealand (18)
• Singapore (17)
• Taiwan (14)
• Hong Kong (14)
• Norway (14)
• United Kingdom (13)

• 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)