Microsoft In Emerging Markets

Microsoft Local Language Program

Microsoft In Emerging MarketsMicrosoft In Emerging Markets

Author : Liam CroninAuthor : Liam CroninGroup Manager : Home And Entertainment DivisionGroup Manager : Home And Entertainment Division


Microsoft Mission: Then And NowMicrosoft Mission: Then And Now 1975: 1975: A PC on every desk and in every home.A PC on every desk and in every home.

Today: Today: To enable people and businesses To enable people and businesses throughout the throughout the worldworld to realize their full potential. to realize their full potential.

During this time, more than one billion PCs During this time, more than one billion PCs have been sold!have been sold!


Emerging Markets : MissionEmerging Markets : MissionInnovations in products and business models that will Innovations in products and business models that will allow us to serve one billion new customers within the allow us to serve one billion new customers within the next 10 years. Product changes in hardware, software, next 10 years. Product changes in hardware, software, and services are necessary to provide computing that and services are necessary to provide computing that “fits” within emerging economies. Business model “fits” within emerging economies. Business model changes include bringing new solutions to customers changes include bringing new solutions to customers that address computing affordability. that address computing affordability.

Emerging Markets : VisionEmerging Markets : Vision

Bring information solutions that fundamentally improve the Bring information solutions that fundamentally improve the lives of the 90% of the world’s population that today cannot lives of the 90% of the world’s population that today cannot access computing or the Internet.access computing or the Internet.

Emerging Markets : Our PeopleEmerging Markets : Our People

Product development team with deep expertise in both Product development team with deep expertise in both client and web services necessary for this new client and web services necessary for this new generation of products.generation of products.


New PC OpportunityNew PC Opportunity

80% in Emerging80% in EmergingMarkets, 566 millionMarkets, 566 millionnew PCsnew PCs

20% in Developed20% in DevelopedMarkets, 159 millionMarkets, 159 million

new PCsnew PCs

Source: Forrester, Sizing the Emerging Nation PC Market, December 10, 2004Source: Forrester, Sizing the Emerging Nation PC Market, December 10, 2004

By 2010 PC installed base forecasted to grow by By 2010 PC installed base forecasted to grow by 725 million PCs 1.3 billion.725 million PCs 1.3 billion.


Unlicensed PC OpportunityUnlicensed PC Opportunity In FY ’06 the unlicensed PC opportunity exceeds In FY ’06 the unlicensed PC opportunity exceeds

50 M PCs, 60% or 32.5 M unlicensed PCs are in 50 M PCs, 60% or 32.5 M unlicensed PCs are in emerging markets.emerging markets.

71% or 132 M71% or 132 MLicensed PCs Licensed PCs

17% or 32.5 M17% or 32.5 MUnlicensed PCs inUnlicensed PCs inEmerging Markets Emerging Markets

11% or 21.3 M11% or 21.3 MUnlicensed PCs inUnlicensed PCs inDeveloped Markets Developed Markets

Source: OEM PC Forecasting Team, Windows Client FinanceSource: OEM PC Forecasting Team, Windows Client Finance


Segment Uniqueness• Frequent power outages• Dust/heat conditions

Consumer Profile Unique NeedsConsumer Profile Unique Needs

Middle Income

• $2,000-$6,000 annual family income• Typically own TV, cell phone,

refrigerator, and two-wheeler• Elevation through education is

primary focus• Multi-generational family structure

Low Income

• Annual family income less than $2,000

• Typically own radio, bicycle and occasionally TV and cell phone

• Poverty alleviation is primary focus• Mostly farmers in rural areas and

urban poor

•Dense living spaces•Low literacy rates

•Weak public infrastructure•PC in same category with “luxury” purchases


Lang. Segmentation of MarketsLang. Segmentation of Markets

Strategic Importance

1 Ecosystem disruption potential

2 Competitive pressure

3 Country stability

4 Government commitment to IT

5 Population

Economic vibrancy / Profit Potential

Str

ate

gic

Im

po

rta

nc

e

Low

Lo

wH

igh

High

Economic Vibrancy / Profit Potential (Current figures + 10 year projection)

1 PCs

2 Internet users

3 Cellular subscribers

4 GDP

Growth Strategic

Underdeveloped

Underdeveloped Strategic

Growth

Each segment would have a meaningfully different operating and investment model

Size

5 PCs per 100 inhabitants

6 Internet users per 10,000 inhabitants

7 Cellular subscribers per 100 inhabitants

8 GDP per capita

Density


Localization PyramidLocalization Pyramid

Enablement only

LIPLIPLocalizationLocalization

Partial Localization

Full Loc

As m

arket e

cono

mies

chan

ge/m

ature

, the

Biz

case fo

r a lang

uag

e ca

n m

ove u

p o

r dow

n


The Local Language ProgramThe Local Language Program Part of ongoing Microsoft commitment to reach out Part of ongoing Microsoft commitment to reach out

to governments and regions worldwideto governments and regions worldwide Mission -- Bridge the digital divide and provide IT Mission -- Bridge the digital divide and provide IT

opportunityopportunity Addresses several critical goals of today’s national Addresses several critical goals of today’s national

and regional governments:and regional governments: Develop a robust local IT economyDevelop a robust local IT economy Build universal IT solutions for Multilanguage Build universal IT solutions for Multilanguage

cultures cultures Enable use of regional languages in technology Enable use of regional languages in technology

to help preserve language and cultureto help preserve language and culture Complements other Microsoft initiatives such as Complements other Microsoft initiatives such as

Partners in Learning (PIL) and Unlimited Partners in Learning (PIL) and Unlimited Potential (UP)Potential (UP)


Project DetailsProject Details

GLOSSARIES

Shared TermsWindows TermsOffice Terms~ 2700 Terms

Localization

Localization of the User Interface~ 250k words for Windows

~ 250k words for Office~ 50k words for Works

SolutionsAdd-ons, spellers, fonts, templates

Glossary Phase = 2 month.Localization Phase = 4-6 months. Solutions Phase = Partnership between MS subsidiary and partner’s.


The Local Language Program The Local Language Program PillarsPillars

Language/CultureLanguage/Culture

TechnologyTechnology

CommunitiesCommunities

Community GlossaryCommunity Glossary

Language Interface PackLanguage Interface Pack

SolutionsSolutions


Community GlossaryCommunity Glossary

What is a Community Glossary?What is a Community Glossary? Glossary of commonly used IT terms.Glossary of commonly used IT terms. Web site provided by Microsoft Web site provided by Microsoft ((http://http://

members.microsoft.com/wincgmembers.microsoft.com/wincg)) Work area and Web tools for volunteer Work area and Web tools for volunteer

translators and sponsor to build and lock translators and sponsor to build and lock down a technical glossary for their language.down a technical glossary for their language.

Community Glossary provides opportunity to Community Glossary provides opportunity to collaborate with local governments, language collaborate with local governments, language authorities, universities, other groups in selected authorities, universities, other groups in selected language communities worldwide.language communities worldwide.


Moderator role – Lang. QualityModerator role – Lang. Quality

Community glossary approved by moderator.Community glossary approved by moderator. Style guide prepared by moderator.Style guide prepared by moderator. Policheck table (to avoid geo-political issues) Policheck table (to avoid geo-political issues)

prepared by moderator or Geographical group prepared by moderator or Geographical group within Microsoft.within Microsoft.

Language or software review by moderator.Language or software review by moderator. Vendor / partner completes consistency check.Vendor / partner completes consistency check.


Program Components -Program Components -Language Interface PacksLanguage Interface Packs

IT glossary created by the Community Glossary project is used to IT glossary created by the Community Glossary project is used to build new Language Interface Packs (LIP).build new Language Interface Packs (LIP).

What is a LIP?What is a LIP? Provides partially localized desktop solution for markets that do Provides partially localized desktop solution for markets that do

not have localized versions of Microsoft Windows, Office, Worksnot have localized versions of Microsoft Windows, Office, Works Created by a locally suggested partner or ISV using the Language Created by a locally suggested partner or ISV using the Language

Interface Pack Kit (by license only)Interface Pack Kit (by license only) Installs on:Installs on:

Windows XP Home and Windows XP Professional.Windows XP Home and Windows XP Professional. Office Standard Edition 2003: Word 2003, Excel 2003, Office Standard Edition 2003: Word 2003, Excel 2003,

PowerPoint 2003, Outlook 2003.PowerPoint 2003, Outlook 2003. Requires specific base version of Office, Windows, Works Requires specific base version of Office, Windows, Works

Example: Malay LIP requires English base product.Example: Malay LIP requires English base product.

Example: Ukrainian LIP requires Russian base product.Example: Ukrainian LIP requires Russian base product. Does not include add-ins, online services, or solutions.Does not include add-ins, online services, or solutions.


Why should I consider LIP?Why should I consider LIP?

Challenges & OpportunitiesChallenges & Opportunities This initiative is a collaborative effort for the

education, government and public sectors. Partner engagement in this project is strategic. LIP is

a starting block and partners are encouraged to build on this initiative.

Help build the local IT economy by providing standardization of terms and a localized platform.

Customer expectations to be served in their native language.


Language Interface Pack Language Interface Pack Distribution and ReleaseDistribution and Release

The MS product group releases each LIP to the The MS product group releases each LIP to the Web. This is an important quality safeguard. See Web. This is an important quality safeguard. See more details at the following web location : more details at the following web location : http://www.microsoft.com/downloads/http://www.microsoft.com/downloads/wwlist.aspx?DisplayLangwwlist.aspx?DisplayLang=en=en

LIP releases to the Microsoft Download Center, LIP releases to the Microsoft Download Center, OfficeOnline, Windows Update.OfficeOnline, Windows Update.

The Language Interface Pack also may be The Language Interface Pack also may be distributed on Microsoft’s behalf by participating distributed on Microsoft’s behalf by participating third parties such as governments and Original third parties such as governments and Original Equipment Manufacturers (OEM’s). Equipment Manufacturers (OEM’s).


Ar chuala tú an scéal faoi?Ar chuala tú an scéal faoi?

Microsoft Office 2003 as GaeilgeMicrosoft Office 2003 as Gaeilge

((http://www.microsoft.com/downloads/http://www.microsoft.com/downloads/details.aspx?FamilyIddetails.aspx?FamilyId=CCF199BC-C987-48F5-9707-DC6C7D0E35D0&disp=CCF199BC-C987-48F5-9707-DC6C7D0E35D0&displaylang=laylang=gaga) )

WordWord ExcelExcel PowerpointPowerpoint OutlookOutlook







Additional ResourcesAdditional Resources

For more information on the Local For more information on the Local Language Program (Language Program (including links to the including links to the LIP downloadsLIP downloads) , please visit: ) , please visit: http://www.microsoft.com/resources/government/locallanguage.aspxhttp://www.microsoft.com/resources/government/locallanguage.aspx

To request a Language Interface Pack To request a Language Interface Pack please contact your local Microsoft officeplease contact your local Microsoft office

Documents

Microsoft In Emerging Markets