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Rajiv Prakash

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Why does the web not speak my language? The Local Language internet opportunity in Asia

JWT names the Arabic Web as one of the top 10 things to watch out for in 2013. Making the web accessible in Indian languages on the mobile and increasing local language content could help expand internet penetration to the next 500 million in India. China, Russia and Japan have shown how large domestic internet businesses can be built leveraging local languages. And as internet adoption grows in South East, North and South Asia, users in countries such as Vietnam, Bangladesh, Pakistan, Indonesia, Malaysia all will demand content availability and user experience quality to be at par with the Engligh web. A common theme across these languages is complex fonts which render poorly and are difficult to input.The local language internet opportunity is a combination of:a. Digital content and applications in local languagesb. Advertising in local languages with strong ad network integrationc. Devices, especially mobiles and tablets that provide high quality user experience in inputting and displaying local languagesThis discussion seeks to cover the following questions:a. Is the local language internet really a big consumer need and opportunity in Asia? In which countries? Which Asian countries are emerging leaders in this area?b. What are the gaps/c hallenges to such adoption? What must change?c. What is the quality of user experience in local languages compared to Engish? Why do mobile device companies not design their phones or tablets for local language ease?d. Are inherent biases amongst marketers about socio-economic profile of local language users a bg deterrent?e. Experience sharing from various Asian and other markets.f.  Translation as a marketing opportunityg. All other points ...

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