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All information current as of 07:35:04 Pacific Time, Sunday, 20 March 2005. Beyond Borders: Web Globalization Strategies    by John Yunker   Paperback:     New Riders Press     22 August, 2002    US$28.91         Usually ships in 24 hours Click the button below to . . .      (which will add the book to your Amazon U.S.A. "Shopping Cart") . . . or use your browser's Back button to return to the search-list page.

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Editorial description(s):

About the Author
John Yunker is the founder of Byte Level Research, a web content strategy firm. He has extensive web development and web globalization experience in a number of languages. In addition to Byte Level, he currently manages marketing and editorial web content for Pyramid Research, a business unit of the Economist Intelligence Unit. He has helped such clients as H&R Block, Victoria's Secret, and Edify develop multilingual web sites. Additionally, he has advised a wide range of companies on overall web content strategy, including SAP, Wal-Mart, and Giorgio Armani. He is a regular contributor to several industry magazines.


Book Description
Companies know that globalizing their web sites will produce exponential revenue growth - Web Globalization Strategies: Beyond Borders tells web developers how to do it. By 2003, the US will account for less than one-third of the worldwide Internet user-base of 602 million. This book illustrates step-by-step measures to take to globalize any web site for almost any country in the world, while presenting spotlights on real companies who have globalized their sites and the benefits they've received.Most executives know they want to reach a global market but have no idea what obstacles they face. The web globalization process is complex, constantly evolving, and the languages themselves can be highly intimidating. This book will provide the reader with the understanding and "best practices" necessary to successfully manage a Web globalization strategy. Crammed with useful facts, tips, and ideas, this book will offer step-by-step advance on every aspect of web development, both technical and non-technical. Offers practical, in-depth information on such hard-to-research topics as online revenue models, online marketing options, site traffic analyses, usability testing, community building, legal issues, cost projections, and project management.




Reader review(s):

A quick glance at web site globalization, December 1, 2002
This book covers such issues of web site globalization as translation, design, development and management. Besides that, it shows in various examples and case studies that globalization aspects should be taken with care to avoid cultural, legal, technical and linguistic traps and pitfalls.

However, not all of the advices should be taken literally, because they can be the author's guessing, not experience. An example is the advice to use Unicode characters to display textual language selection menu in a global gateway web site. Rather than merely not displaying the characters of fonts not installed on a user's computers, a web browser may offer the user to download and install all the fonts needed to properly display all of the characters used on the page. Thus, the North American user will need to download fonts for Traditional Chinese, Kanji and so forth. The user may however choose to skip downloading fonts, but the question dialog box may nag the users, but the author writes nothing about this.

The book tends to expose problems, rather than to focus on solutions, because the solutions in this particular topic (web globalization) may quickly become outdated. Thus, the book encourages the reader to do further research, and offers references to companies that provide translation services and software for web content-management frameworks with globalization support.

Indispensable, Hence Invaluable, November 18, 2002
I am an eager student of business models and strategies, especially of those formulated for organizations involved in e-business. For that reason, this book's subtitle ("Web Globalization Strategies") caught my eye but I did not know quite what to expect as I began to read it. In the Introduction, Yunker explains precisely what the book is -- and is not -- about. Here is a brief excerpt:

"We live in a world of many languages, many cultures, and many countries, yet we all share one Internet. Initially, English dominated the Internet because English speakers dominated the Internet. Today, more than half of all Internet users are not native-English speakers.

"Want to increase your potential online audience by 200 million people? Create French, Italian, German, and Spanish web sites. Add Japanese and Chinese, and you'll gain another 200 million -- without opening a single international office. Web globalization will open your organization to virtually unlimited opportunities, but also many risks. This book offers guidelines and suggestions for bridging the borders between languages, cultures, countries, and ultimately, people."

Yunker carefully organizes his material within seven Parts, with Part VII ("Appendices") consisting of an in-depth glossary and reference section. He also provides a listing of country codes, language codes, and character sets as well as a chart which explains the significance of various colors around the world. In Parts I through VI, Yunker answers questions which include:

* What are the basics of Web globalization (e.g. lingo and key concepts) to "get a taste" for navigating the multi-lingual Internet?

* What are some of the most common mistakes which organizations make when taking their Web sites global? How and why? Which lessons can be learned from these mistakes? How can other organizations avoid those mistakes?

* What does the Web workflow consist of? What are the key participants? What about costs, especially hidden costs? Why are "internationalization" and "localization" the two foundations of globalization?

* How to select and then manage translators or a translation services provider? How to maintain quality throughout the process? What will be required of copy writers to credit and edit text(s) for a global audience?

* Why is designing for one country much easier than designing for many countries? What is involved when creating and then managing multilingual content? How can cultural and technical obstacles affect Web design?

* Why is it prudent to promote a Web site one country at a time? What is necessary to understand about multilingual search engines, portals, and domain names?

There are six "hands-on" chapters which explain, step-by-step (hand-by-hand?) how to translate a Web site into eight different languages. "Files are also available to download so that you can follow along on your own. By the end of the book, you will have created a web page with a potential reach of more than two billion people." Yunker also includes what he calls seven "Spotlights": a probing analysis of each of several real-world case studies based on Monster.com, L.L. Bean, the Social Security Administration, FedEx, Burton Snowboards, Befrienders International, and FIFA World Cup, respectively. These case studies alone are well worth much more than the cost of the book.

By including in this review the brief excerpt from the Introduction, I hope I have suggested for which decision-makers in which organizations this book will be most valuable, indeed invaluable. Perhaps without intending to do so, Yunker has written a book which will also be of substantial value to those who provide various services to those organizations, services such as consulting, legal, accounting, insurance, logistics, transportation, and fulfillment. These service providers will also need to formulate appropriate web globalization strategies of their own to accommodate the strategies of their client organizations.

Those who share my high regard for this book are urged to read Jakob Nielsen's Designing Web Usability (1999) and Homepage Usability: 50 Websites Deconstructed (2001) which Nielsen co-authored with Marie Tahir; Steve Krug's Don't Make Me Think: A Common Sense Approach to Web Usability (2000); Patrick J. Lynch and Sarah Horton's Web Style Guide: Basic Design Principles for Creating Web Sites (Second Edition, 2002); Carla O'Dell's If Only We Knew What We Know: The Transfer of Internal Knowledge and Best Practice (1998); and Thomas H. Davenport and Laurence Prusak's Working Knowledge: How Organizations Manage What They Know (1997).

I also highly recommend this book to those who are associated with an organization now involved in or considering global e-learning initiatives. They are strongly encouraged to read, also, Allan J. Henderson's The E-Learning Question and Answer Book: A Survival Guide to Trainers and Business Managers (2002).

Very good reference-- but lacking some essential details, March 20, 2003
Overall, this book to be very thoughtful, insightful, and well-organized.

The book is a helpful introduction-- and probably invaluable to someone who wants to get into the business-- but some of the hands- on was a little lacking.

However, it's really not geared towards those of who are decision makers at larger companies-- for example, Yunker praises the infrastructure underlying Fedex.com, but fails to mention the company that designed the infrastructure--OnlineFocus. Additionally, the ESPN comments lack any reference to Starwave's global reach and how that may have helped them design ESPN for diverse audiences.

Great reference for website globalization projects, January 29, 2003
This is a solid reference book which can assist people who are planning multilingual website design and development projects. The case studies will definitely provide readers with good information from firms who have already created global websites, and the Hands-On chapters will benefit those who want to experience first hand some of the language issues you encounter when creating a multilingual web presence. I am with a firm who provides website globalization services and found Yunker's book to do a great job summarizing the issues.

Practical Knowledge for the Business Executive and IT Pro, December 15, 2002
This is a fine book I recommend wholeheartedly to business executive and IT professional alike.

Indeed, it is perhaps the most accessible "textbook" I have ever read: well-organized, clearly written and handsomely formatted, Beyond Borders identifies and discusses the business and IT issues involved in making your website "globally ready." John Yunker takes the reader through the process of globalizing from inital preparation to final product.

But this is not a book on theory: it is practical throughout. The author's discussions of "how to do it" are supplemented in virtually every chapter with examples of "how it has actually been done" by companies such as Fedex, GE, Monster, etc. and complemented by brief Q&As with site project managers. In addition, the text is peppered with suggestions for further reading. The index is thorough and useful, and the author clearly lists sources where necessary.

As a writer myself (of the Asia Business Intelligence website), I am primarily concerned with business books that deal directly with Asia. However, Beyond Borders succinctly and practically deals with the business issues involved in web globalization -- one most businessmen are forced to confront -- while explaining the technical issues in plain English. John Yunker deals with all the salient issues you will neet to get a grasp of: global branding, budgeting, project management, language translation, character sets, the applications your company will need to create globalized web pages, etc.

So, if you are responsible for hitting international sales targets or if you manage or work in international marketing, advertising, public relations, market research, or training, you should read this book. It will open your eyes and put the tools in your hands very quickly.

I called it a "textbook" earlier in this review only because it exhaustively covers the subject of web globalization. (Make sure you look at the Table of Contents sample pages provided above.) But it reads very quickly: I read it carefully from cover to cover -- 500 plus pages -- in a total of no more than 10 hours -- a weekend. John Yunker packed a great deal of value into this book, and I strongly recommend you take advantage of it.

More Than Worth The Price., October 24, 2002
Now that English is becoming a minority language on the World Wide Web, companies wishing to do business on a global basis, and their consultants, need guidance in doing it right. Author John Yunker has accumulated a rare quantity of practical experience at web globalization firm Byte Level, working for clients such as Giorgio Armani, Wal-Mart, SAP and Victoria's Secret.

Yunker is a fine writer, communicates well, and organizes even better. This beautifully laid out book contains a mass of unique information on just about all the issues you will encounter in commissioning and producing multi-language web sites, in doing business across borders, dealing with very different cultures, and their laws, and on how to make less than fully globalized software do a reasonable job at handling more than just ASCII English text.

To better reinforce his lessons, Yunker has provided several Hands On practical exercise chapters on how to globalize in several different languages, case studies and Q&As with major corporate globalizers. Many precious little gems drop out of the book's pages, as well as sterling advice on how to get right things that most web page designers currently get badly wrong. Common mistakes like creating forms that fail to take into account differing standards in phone numbers, or the many ways dates and times are expressed around the world.

The issue of globalization has only just come up for my firm. To remain viable, and then grow, our web agency must seek clients beyond its immediate vicinity. And that means suddenly having to cope with a plethora of non-European languages, and very different cultural precepts. Beyond Borders has proven invaluable already by enlightening us on what we are in for.

A very good reference book!, December 5, 2002
I work with these sort of things and it was exactly what I was looking for since I had a bit of trouble with lack of knowledge about the different encodings for cyrillics, Russian language!

This book has a very easy and right on target type of approach, it doesn't take John very long to make you understand what he means and the ex. are very good and the case studies are even better!

I have an attention disorder myself and have problems holding my focus on one thing for a very long time and I easily forget what I just read and usually I have to read a paragraf 10 times over because I am not sure what I just read...

There could be many reasons for why John's writing is very easy even for me and it doesn't get me exhausted, but one thing about it is that it has a good structure and the thread throught the book makes sense:=) It is a Very good book; short examples that don't take too long to understand and many of them throughout the book. And it covers the area extensively without being heavy! (OK the book itself is actually a bit heavy for my weak wrist to hold *lol*)

I very highly recommend this book and especially to people who don't have much time, cause as I've stated throughout my review it is very fast and easy to understand, doesn't take up a lot of your energy.

Just in Time..., November 18, 2002
I just wanted to add to the list of kudos for Mr. Yunker's informative guidance in - Beyond Borders: Web Globalization Strategies. We are just beginning the complex and formidable process of website globalization. I could not find any help beyond the superficial level until I stumbled across this book - I went right out and bought it that day. Now, I am both encouraged and eager to move forward with this process.

Globalization is a fascinating and challenging process. Yet it is relatively new territory. The multi-layered process from web design, encoding, multi-cultural communication (not to mention communication within the organization), is covered in a very straightforward, easy to follow format. Mr. Yunker provides real world examples and problem areas as well as easy to follow solutions.

I do not feel like I am floundering as before, with Beyond Borders as a resource.

Great book - would have saved me months of work, September 20, 2002
I've directed two projects to deliver a web-based research service in English, French, Spanish, Japanese, and two dialects of Chinese. I've also done some work displaying Arabic on web pages. This book would have saved me months of work and helped me do a better job. I plan to use it for training others, and to learn more.

This book gathers the multifaceted information on creating web sites for most of the world's population. There is specific coverage of English, Spanish, French, Italian, German, Russian, Chinese, Japanese, and Arabic. I think it is a great book to turn novices into competent managers (if not practitioners) of web globalization projects. It presents enough technical information so that character sets are not a mystery, and it provides enough guidance on cultural issues so that some disasters can be avoided. There are practical tips throughout, such as how to display Chinese on browsers that do not support it, why translators need to understand some HTML, and so no. After personally spending hundreds of hours working on globalization projects, usually having to do my own research, I think that this book would have saved me a month or two of my life. In chapter after chapter, I found myself muttering "It would have been easier to learn THAT here." or "THAT is what I will point people to the next time I get a question on globalization." or "Gee, that's a whole dimension we never thought about, but should." There are lots of examples and pointers to web sites,...

My only complaint is that the text is almost as small as a pocket dictionary...

Surprise, this book is better than I thought., August 31, 2002
I got this book thinking it would be OK, a boring but necessary read, rather like something that requires lots of coffee to get through. It is not! This book has many good references and has a lot of good information, some of the side notes are even amusing. Best of all is that the author made this an easy book to go through.
The material has the technical jargon and methods but it not meant for a programmer, there are some recent stats. here too that will make you say "Huh, did not know that!" I recommend this book for someone curious how they should approach making their Internet presence more global. If you have gone global I say get this book for reference, chances are this book will remind you of something else you should do.

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