Globalization Partners International White Paper | June 2009 Website Globalization and E-Business United Arab Emirates 1 of 16 www.globalizationpartners.com The Website Globalization and E-Business The Website Globalization and E-Business Series includes a series of brief reports on country-specific United Arab Emirates paper was researched and website globalization and e-business topics. The series includes: written by: ? Website Globalization and E-Business ? China Martin Spethman ? Website Globalization and E-Business ? Japan Managing Partner ? Website Globalization and E-Business ? Germany Globalization Partners International ? Website Globalization and E-Business ? US Hispanic Market mspethman@globalizationpartners.com ? Website Globalization and E-Business ? Brazil Phone: 866-272-5874 ? Website Globalization and E-Business ? India ? Website Globalization and E-Business ? Russia Maria Laura Rosas ? Website Globalization and E-Business ? Argentina Marketing Specialist ? Website Globalization and E-Business ? France Globalization Partners International ? Website Globalization and E-Business ? United Kingdom mlrosas@globalizationpartners.com ? Website Globalization and E-Business ? United Arab Emirates Phone: 866-272-5874 This series of reports is meant to be a primer on e-Business as well as a collection of language, culture Nitish Singh, PhD, and website globalization facts by country. These reports are by no means a complete coverage of Author of ?The Culturally Customized Website?, these topics. For more comprehensive or customized reports on country-specific Website Globalization and Assistant Professor of International Business, and E-Business topics, please email mspethman@globalizationpartners.com. Boeing Institute of International Business, John Cook School of Business, Saint Louis University. No material contained in this report may be reproduced in whole or in part without prior written singhn2@slu.edu permission of Globalization Partners International. The information contained in this White Paper has Phone: 314-977-7604 been obtained from sources we believe to be reliable, but neither its completeness nor accuracy can be guaranteed. Copyright 2009 Globalization Partners International. ® All Trademarks are the property of their respective owners. All graphics used in this report were provided by Flikr, Google Images and other free internet resources for pictures. Globalization Partners International helps companies communicate and conduct business in any language and in any locale by providing an array of globalization services including: ? Translation ? Multilingual Desktop Publishing ? Software Internationalization & Localization ? Website Internationalization & Localization ? Software and Website Testing ? Interpretation (Telephonic, Consecutive, Simultaneous) ? Globalization Consulting To learn more about Globalization Partners International, please visit us at www.globalizationpartners.com. 2 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com I. Market Introduction and Stats Stats/Source Online Activities Fast Facts Numbers Usage Statistics ? 1.709 million Internet users as Purchasing Power $145.8 billion as of 2007 General Stats of 2006. (CIA World Factbook, Purchasing Power Growth Rate 8.5% as of 2007 2007) ? 34.7% of the UAE population Population 4.4 million is online (Internet World Stats, 2006) Population Growth 3.997% percent annually as of 2007 Motivations for ? Service orientation Internet Population 1.709 million Internet Internet Use ? Online shopping and delivery services save time Future Internet Population Estimates 2.089 million users by 2010 (Newswire Today, ? Online bill payment 2006) Online Spending $37 million ? Communication via e-mail, IM services Summary Sheet has been compiled from information from CIA World Factbook, Internt World Stats and eMarketer. ? Social media interaction ? Consumer product reviews United Arab ? 52% of UAE Internet users L There are seven emirates that make up the United Arab Emirates (UAE). They are: Abu Dhabi, Emirates and have created their own online Dubai, Sharjah, Ras al-Khaimah, Ajman, Umm al-Qaiwain, and Fujairah. Each of the emirates is Web 2.0 content ? Web 2.0 is currently dominated named after its principal city. (AME Info, 2007) by young males, although L The state law of the UAE is Islamic Law, also known as Shari?a. (CultureGrams, 2008) this is expected to change as Web 2.0 sites become more L Islam is the official religion of the UAE, with the majority of the population being Sunni Muslim and established approximately 20% of the population being Shi?a Muslim. (Euromonitor, 2006) The UAE Online Consumer L The social life in the UAE is greatly influenced by tribal values. This is due to the fact that the Emiratis often identify themselves by tribal origins, and in smaller states, primarily associate with those who share their tribal affiliation. (CultureGrams, 2008) L According to the UAE Ministry of Planning, the UAE is the most wired nation in the Arab world and one of the top nations of the online world. (Euromonitor, 2006) L Currently there are 29 free trade zones in the UAE, with another nine in development. The Jebel Ali Free Zone in Dubai is the most prominent. In these free trade zones, foreign companies are permitted to establish wholly-owned branches which are exempt from the requirement to appoint a national agent (sponsor). (www.dfat.gov.au, 2009) L 84% of the online users looking to make a purchasing decision on a product gather online purchasing recommendations. (AME Info, 2007) L 52% of Internet users in the UAE have created their own online content. This includes creating web pages, writing personal blogs, uploading photos, music or videos, and participating in online gaming. (AME Info, 2007) L Web 2.0 Internet usage in the UAE is presently dominated by younger males. As sites become more established, their user base is expected to grow to include females and older male users. (AME Info, 2007) L The eCommerce penetration in the UAE is the highest of all the Arab states at 25.1%. (Khaleej Times, 2008) 3 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com II. UAE Culture and the Online Consumer Cultural Values UAE Culture and Values Collectivism: This value indicates how closely a society is knit. In collectivist cultures like the United The United Arab Emirates is a traditional society full of symbols, rituals, traditional values and Arab Emirates, the needs, values and goals of the contextual elements. At a macro-level, UAE culture can be described using five cultural values based family and societal unit take precedence over individual on the work of Hofstede (1980). Professor Geert Hofstede conducted perhaps the most comprehensive goals. Group consciousness and family are the major study of how values in the workplace are influenced by culture and is the author of several books values that guide people?s behavior. including Culture?s Consequences (2nd fully revised edition, 2001), and Cultures and Organizations, Power Distance: A belief in authority and hierarchy Software of the Mind (2nd fully revised edition 2005). (high power distance). Cultures that are high on power distance accept power and hierarchy in society and are Hofstede demonstrated that there are national and regional cultural groupings that affect the behavior low on egalitarianism. In such cultures, less powerful of societies and organizations that are very persistent across time. Hofstede?s research showed that citizens are accepting of unequal power distribution cultural values like Individualism-Collectivism, Power Distance, Masculinity-Femininity, in society. The United Arab Emirates is high on power High-Low Context and Uncertainty Avoidance can be used to categorize various national cultures. distance. (see sidebar for definitions of these terms). Uncertainty Avoidance: The importance of predictability, structure and order (high uncertainty A country?s culture is made unique by which of these five values are incorporated into daily life and avoidance) versus a willingness for risk-taking and an they emphasis it puts on each. For example, the UAE rates significantly on Collectivism, Uncertainty acceptance of ambiguity and limited structure (low Avoidance, Masculinity, Power Distance, and High Context. uncertainty avoidance). People from cultures high on uncertainty avoidance like the United Arab Emirates tend to have low tolerance for uncertainty. They Insights into UAE Consumer Values: avoid ambiguous situations, view both conflict and competition as threatening, and value security over L Tribal Values: Tribal values are derived primarily from Islam and the family?s heritage. They adventure and risk. influence political, social and financial endeavors. (Culture Grams, 2008) Masculinity-Femininity: A belief in achievement and ambition (masculine) versus a belief in nurturing and L Prestige: It is considered important to carry items that give a person prestige and these items can caring for others (feminine). The United Arab Emirates be designated by the consumer segments. These include western items and technology gadgets. shows a preference for masculinity. (AME Info, 2008) High-Low Context: High context cultures like the UAE have close connections among group members. L Family: Family ties, both nuclear and extended, are extremely important to UAE consumers. It is Everyone has a similar, intrinsic knowledge base. High expected that people will share resources with their family. Although women play a central role in context cultures use more symbols and nonverbal the family, it is considered unacceptable for them to live alone. (Culture Grams, 2008) cues to communicate with meanings embedded in the situational context. UAE Consumer Decision Making: (Hofstede, Geert, ?Culture?s Consequences, Comparing Values, Behaviors, Institutions and Organizations Across the Nations?, ? Product Type: The husband is the key decision maker in the purchase of luxury items. On the other Thousand Oaks, CA: Sage Publications, 2001) hand, the wife plays a decisive role when it comes to household items. (Euromonitor, 2006) ? Price: UAE consumers seek out the best product price for the quality and required benefits. (www. dfat.gov.au, 2004) ? Quality: UAE consumers look for high product quality and durability. (www.dfat.gov.au, 2009) 4 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com II. UAE Culture and the Online Consumer Demographics Definitions UAE Market Consumer Segments: Ì Socio-demographics: The analysis of different social groups. The criteria used Market segmentation identifies profitable consumer segments based on themes such as socio- to segment consumers based on age, demographics, geographics and psychographics. The UAE?s demographic make up can be generalized economics, etc. into the following categories: Ì Geographics: The geographical distribution of the market being ? Tweenagers: This is the consumer segment with the fastest growing spending power. They are analyzed. The criteria used to segment these consumers can be country, region, aged between 10 -13 and very aware of brands. They are interested in fashion, video games, town, etc. For example, consumers can cartoon films and books. Moreover, they are highly influenced by their peers. be segmented by residence or work. (about.com) ? Teenagers: This consumer segment is aged between 14-19 and is greatly influenced by Ì Psychographics: The criteria used to advertisements. Their interests are broad and include clothes, games, movies, eating out, junk food segment consumers based on lifestyle, attitudes, personality, buying motives, and sports. Sports and clothing stand out as their top focus. and/or extent of product usage. (about. com) ? Studying Age: This consumer segment is focused on individuals in either college or university, although there has been a rapid decrease in the number of people falling into this consumer segment. They are highly focused on future choices, including selecting the right school and career path. They are greatly influenced by the latest fashion and trends. They also enjoy spending time with peers, such as in a coffee shop. ? Young Adults: Consumers in this segment have their first job. They prefer to have the best and latest gadgets, such as the newest mobile phone. They also spend a great deal of their money on formal business clothes and fashion accessories. ? Middle-Aged Adults: This consumer segment is one of the biggest contributors to the overall population of the UAE. The majority of the individuals in this category are expatriates. They are concerned about saving and want to purchase items that are considered a good value. Many of their spending choices are frugal and family-oriented. Saving money is the primary goal for middle- aged adults. ? Baby Boomers: This consumer segment ranges in age from 42 ? 60. They are settled in life, occupy key jobs and receive a good salary. Their free time is primarily focused on leisure activities. They are interested in utilizing their money in purchasing durables and items that put them in tune with current times. In addition, they often indulge themselves in buying electronic products. Consumer Segments of the United Arab Emirates (Euromonitor, 2006) 5 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com III. The Arabic Language Language Facts/Tips The Modern Arabic dialects are considered to be a part of the Arabo-Canaanite sub-branch of West Semantic languages. They have over 200 million native speakers. There are six major dialect groups of Ì Diacritics: These marks, placed above or below letters usually represent vowel Arabic: Egyptian Arabic, Maghrebi Arabic, Levantine Arabic, Iraqi Arabic, East Arabian Arabic and Gulf sounds or other modifiers. Arabic, which is the primary language spoken in the United Arab Emirates. (Wikipedia.org, 2009) Ì Numbers: Arabic numbers can be represented by either Hindi or Arabic numeric digits depending on the dialect of the target region. Ì Text expansion: When some languages such as English, are translated into Arabic, the text can expand up to 25-35%. This means the text takes up more physical space on the page and the words inside the graphics, tool bars, tables, etc. can all expand. Ì Bi-Directional: Languages such as Arabic, Hebrew, Farsi are written primarily right-to-left (for strings) but often referred to as bi-directional text. Because simply that numbers are typically written from the left-to-right style. So, the resulting text, while primarily right-to-left oriented, contains some left-to-right elements necessitating a bi-directional reading style. Ì Tables: Avoid using too many nested fields and indents as these can reduce available space for text expansion after the translation. In addition, because Arabic is read right-to-left, the tables will need to be reversed. Ì Letters: Arabic letters change shape depending on context. Moreover, each The Arabic alphabet derives from the Aramaic script. It bears a resemblance to Coptic, Cyrillic, and letter has up to four shapes: Initial form, Greek Script. The Arabic alphabet contains 28 letters. Moreover, letters change form depending on final form, medial form and isolated form. where they appear: beginning, middle, end of a sentence, or on their own. (Omniglot.com, 2008) Letters that can be joined are always joined. (omniglot.com, 2008) 6 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com IV. Website Globalization Whether you are trying to launch a multilingual website in order to expand the markets for your products and services, or you are trying to increase your company?s global operational efficiencies by developing multilingual extranets and intranets, Website Globalization is a requirement to make either a reality. In order to enable your web presence to communicate, conduct and complete international e-Business, you need to translate (globalize) your website. Website translation is also known as ?Website Globalization?. In order to truly ?translate? a website into other languages you may need both Internationalization (I18n) and Localization (L10n) services. + Internationalization (I18n) involves enabling the backend of a website to handle different languages, character sets, currencies, submit form data, site search capabilities, etc? and involves understanding what database and content management systems you are using to author, store and publish your site?s content. Localization (L10n) involves translating and localizing the front end of your website into different languages ensuring all content (text and graphics) is translated in an accurate and culturally correct manner. The next two pages detail the steps that may be performed in a typical website globalization project. The tables list the team members, tasks and standard quality assurance steps utilized in translating a website. 7 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com Quality Tasks Team Assurance IV. Website Globalization Subject Matter Cultural Translation, Formatting of Source File Project Glossary Localization of Localization of Delivery Final Edits and SEO and Internet Training and Correctness Editing and Language QA / Testing Review Kick-Off Development all Graphics Multimedia to Client Archiving of Files Marketing Research Assessment Proofreading Documents GO! ? Account Manager ? Account Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Lead Translators ? Lead Translators ? Lead Translators ? Lead Translators ? Lead Translators ? Lead Translators ? Lead Translators ? Lead Translators ? Desktop Publishers ? Lead Translators ? Localization Engineers ? Lead Translators ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Localization Engineers ? Global SEM Specialists ? Internationalization Engineers ? Localization Engineers ? Desktop Publishers ? Desktop Publishers ? Desktop Publishers ? Localization Engineers ? Web CMS Specialists ? Internationalization Engineers ? Localization Engineers ? Localization Engineers ? Localization Engineers ? Internationalization Engineers ? Web Designers ? Web CMS Specialists ? Web Designers ? Web Designers ? Web Designers ? QA-Testers ? Web Developers ? Web Designers ? Web Developers ? Web CMS Specialists ? Global SEM Specialists ? Web Developers ? Web Designers ? Global SEM Specialists ? Web Developers ? Companies wanting to translate ? A Project ?Kick-Off? includes ? A Globalization Services ? Translation teams develop ? Before the actual translation ? Translation is performed ? All embedded translatable ? Many websites have an array ? Many websites incorporate various ? GPI provides basic Online Localization ? After the website and all components ? Client provides any final comments for ? GPI recommends the client plan on and their website put together all of and confirms the following: Team (GST) will review/study and maintains client specific begins, the source web by a base translation/copy text commonly found in of linked documents which may multimedia components which may Quality Assurance (QA) as a standard have been localized, final draft sets of the translation and formatting. conduct some form of global internet the source files from their site any reference materials glossaries leveraging any content and overall site writing team, and editing/ navigation buttons, web art require localization. require localization. line item for all website projects. the source files in all target language marketing (IM) and/or search engine (called a?Localization Kit?) for a 9 provided, including source existing client glossaries design and feature set proofreading by a second and other web graphics are versions are provided to the client. ? Comments are incorporated and final marketing (SEM) in order to drive traffic The project team globalization services provider 9 files, demos and general and the latest industry- is reviewed for basic linguistic team. pulled from graphics and ? Formatting or desktop publishing (DTP) ? Multimedia must be analyzed ? This QA checks the language versions websites and documents are produced. to your new language sites. Project schedules to analyze. client information. specific dictionaries. cultural correctness and translated using the standard of these documents includes formatting individually for numerous items. These of your site under selected browser-OS ? Client may review and approve all web 9 Project specifications ? The files are prepared in order customizations that may ? All translations are completed translation workflow. the target language documentation to items range from determining word combination for any cosmetic or content for both translation accuracy ? GPI ensures the client?s Translation ? This may include global search engine to utilize a translation memory 9 Workflow requirements ? In addition, there may be be required. by human translators, match the original source documents counts in screen text, audio scripts and linguistic issues, and will help identity and design correctness. Memories and Glossaries are updated optimization of the localized web tool workflow and preserve 9 Communication any mark-up/formatting code client-specific training for utilizing translation ? The translated text is then in terms of layout, fonts, graphics, and graphics, to the analysis of the types of basic functionality issues as well. with any final linguistic changes and content, submission of pages to key channels in order to save time and costs translation teams related ? An array of issues are memory technologies that incorporated into the overall design. assets and how they were digitized and ? Another round of QA is performed once the final project folder, including all country (locale) search engines and 9 Review & approval with desktop publishing the to the subject matter of reviewed ranging from the ensure an efficient and original graphic, adjusting as included in your multimedia. ? Typically all testing is client-driven and language versions of a website are in source files are securely stored for pay-per-click marketing campaigns opportunities language versions. the website. need to culturally customize consistent translation. required, to create a language ? Adobe PDF?s can be created and GPI?s professionals can work side by their final hosting environment future revisions if required. through services like Google AdWords 9 Review current ? A proposal is generated based on graphics and adding or ?localized? version of optimized for screen or print and linked ? All multimedia can be localized and side with your expert users to perform or Overture. an array of factors including word web authoring and local phone numbers to the graphic. off of the new website. tested to play in any target languages. Internationalization (I18N), Localization counts, localizable graphics, publishing workflow. comprehensive customization (L10N) and/or Functionality Testing, target languages and any content of website features based on onsite or offsite. management systems and workflows to be used. locale specific cultural values. GPI follows a comprehensive, customizable and fully documented Quality Control Process. Each step in our translation workflow includes a series of checklist-based quality audits to ensure the accuracy of the translation and desktop publishing. Our client?s Clients are given an opportunity to Clients are given an opportunity to Clients are given an opportunity to review and Clients are given an opportunity to review and QA and workflow processes can also be easily review and approve at several stages in review and approve at several stages in approve at several stages in the documentation approve at several stages in the documentation incorporated into our workflow. the documentation translation process. the documentation translation process. translation process. translation process. 8 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com Quality Tasks Team Assurance IV. Website Globalization Subject Matter Cultural Translation, Formatting of Source File Project Glossary Localization of Localization of Delivery Final Edits and SEO and Internet Training and Correctness Editing and Language QA / Testing Review Kick-Off Development all Graphics Multimedia to Client Archiving of Files Marketing Research Assessment Proofreading Documents GO! ? Account Manager ? Account Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Project Manager ? Lead Translators ? Lead Translators ? Lead Translators ? Lead Translators ? Lead Translators ? Lead Translators ? Lead Translators ? Lead Translators ? Desktop Publishers ? Lead Translators ? Localization Engineers ? Lead Translators ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Editors & Copy Writers ? Localization Engineers ? Global SEM Specialists ? Internationalization Engineers ? Localization Engineers ? Desktop Publishers ? Desktop Publishers ? Desktop Publishers ? Localization Engineers ? Web CMS Specialists ? Internationalization Engineers ? Localization Engineers ? Localization Engineers ? Localization Engineers ? Internationalization Engineers ? Web Designers ? Web CMS Specialists ? Web Designers ? Web Designers ? Web Designers ? QA-Testers ? Web Developers ? Web Designers ? Web Developers ? Web CMS Specialists ? Global SEM Specialists ? Web Developers ? Web Designers ? Global SEM Specialists ? Web Developers ? Companies wanting to translate ? A Project ?Kick-Off? includes ? A Globalization Services ? Translation teams develop ? Before the actual translation ? Translation is performed ? All embedded translatable ? Many websites have an array ? Many websites incorporate various ? GPI provides basic Online Localization ? After the website and all components ? Client provides any final comments for ? GPI recommends the client plan on and their website put together all of and confirms the following: Team (GST) will review/study and maintains client specific begins, the source web by a base translation/copy text commonly found in of linked documents which may multimedia components which may Quality Assurance (QA) as a standard have been localized, final draft sets of the translation and formatting. conduct some form of global internet the source files from their site any reference materials glossaries leveraging any content and overall site writing team, and editing/ navigation buttons, web art require localization. require localization. line item for all website projects. the source files in all target language marketing (IM) and/or search engine (called a?Localization Kit?) for a 9 provided, including source existing client glossaries design and feature set proofreading by a second and other web graphics are versions are provided to the client. ? Comments are incorporated and final marketing (SEM) in order to drive traffic The project team globalization services provider 9 files, demos and general and the latest industry- is reviewed for basic linguistic team. pulled from graphics and ? Formatting or desktop publishing (DTP) ? Multimedia must be analyzed ? This QA checks the language versions websites and documents are produced. to your new language sites. Project schedules to analyze. client information. specific dictionaries. cultural correctness and translated using the standard of these documents includes formatting individually for numerous items. These of your site under selected browser-OS ? Client may review and approve all web 9 Project specifications ? The files are prepared in order customizations that may ? All translations are completed translation workflow. the target language documentation to items range from determining word combination for any cosmetic or content for both translation accuracy ? GPI ensures the client?s Translation ? This may include global search engine to utilize a translation memory 9 Workflow requirements ? In addition, there may be be required. by human translators, match the original source documents counts in screen text, audio scripts and linguistic issues, and will help identity and design correctness. Memories and Glossaries are updated optimization of the localized web tool workflow and preserve 9 Communication any mark-up/formatting code client-specific training for utilizing translation ? The translated text is then in terms of layout, fonts, graphics, and graphics, to the analysis of the types of basic functionality issues as well. with any final linguistic changes and content, submission of pages to key channels in order to save time and costs translation teams related ? An array of issues are memory technologies that incorporated into the overall design. assets and how they were digitized and ? Another round of QA is performed once the final project folder, including all country (locale) search engines and 9 Review & approval with desktop publishing the to the subject matter of reviewed ranging from the ensure an efficient and original graphic, adjusting as included in your multimedia. ? Typically all testing is client-driven and language versions of a website are in source files are securely stored for pay-per-click marketing campaigns opportunities language versions. the website. need to culturally customize consistent translation. required, to create a language ? Adobe PDF?s can be created and GPI?s professionals can work side by their final hosting environment future revisions if required. through services like Google AdWords 9 Review current ? A proposal is generated based on graphics and adding or ?localized? version of optimized for screen or print and linked ? All multimedia can be localized and side with your expert users to perform or Overture. an array of factors including word web authoring and local phone numbers to the graphic. off of the new website. tested to play in any target languages. Internationalization (I18N), Localization counts, localizable graphics, publishing workflow. comprehensive customization (L10N) and/or Functionality Testing, target languages and any content of website features based on onsite or offsite. management systems and workflows to be used. locale specific cultural values. GPI follows a comprehensive, customizable and fully documented Quality Control Process. Each step in our translation workflow includes a series of checklist-based quality audits to ensure the accuracy of the translation and desktop publishing. Our client?s Clients are given an opportunity to Clients are given an opportunity to Clients are given an opportunity to review and Clients are given an opportunity to review and QA and workflow processes can also be easily review and approve at several stages in review and approve at several stages in approve at several stages in the documentation approve at several stages in the documentation incorporated into our workflow. the documentation translation process. the documentation translation process. translation process. translation process. 9 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com V. UAE Cultural Correctness and Web Customization Cultural Customization: Key Issues The basis for cultural customization of websites is a theoretically sound, empirically validated framework built on five unique cultural values that account for similarities and differences across global cultures. Research indicates that attitude towards websites, the sites? interactivity and usability, as well as purchase intentions of users are enhanced when sites are congruent with the target customers? cultural predispositions. (See ?The Culturally Customized Web Site?, Elsevier, 2005.) The cultural customization framework is drawn from established research and is based on five unique values: Individualism-Collectivism, Power Distance, Uncertainty Avoidance, Masculinity-Femininity, and Low-High Context. (See page 4 of this report.) The five predominant cultural values can be represented in a country-to-country comparison using the maps below: Masculinity -Femininity vs. Uncertainty Avoidance Power Distance vs. Individualism -Collectivism 100 100 Ì UAE 50 50 Ì UAE Masculinity -Femininity Index Power Distance Index 0 0 0 50 100 0 50 100 Arab World Argentina Australia Austria Brazil Arab World Argentina Australia Austria Belgium Canada Chile China Colombia Costa Rica Brazil Canada Chile China Colombia Czech Republic Czech Republic Denmark East A frica Ecuador Colombia Costa Rica Czech Republic Denmark East A frica El S alvador Finland France Germany Greece El Salvador Finland France Germany Guatemala Guatemala Hong K ong Hungary India Indonesia Hungary Hong K ong India Indonesia Ireland Iran Ireland Israel Italy Jamaica Iran Israel Italy Jamaica Japan Japan Malaysia Mexico Netherlands New Zealand Malaysia Mexico Netherlands New Zealand Norway Norway Pakistan Panama Peru Philippines Pakistan Panama Peru Philippines Poland Poland Portugal Russia Singapore South Africa Portugal Russia Singapore South Africa South Korea South Korea Spain Sweden Switzerland Taiwan Spain Sweden Switzerland Taiwan Turkey Thailand Turkey U.S. Hispanic Market United A rab Emirates United K ingdom U.S. Hispanic Market United A rab Emirates United Kingdom United S tates Uruguay United S tates Uruguay Venezuela West A frica Venezuela West A frica Cultural Maps for UAE Tables and section based on the book, ?The Culturally Customized Website: Customizing Web Sites for the Global Marketplace? ? by Nitish Singh and Arun Pereira. Cultural maps are from Hofstede, Geert. Culture?s Consequences, Comparing Values, Behaviors, Institutions, and Organization Across Nations? Thousand Oaks, CA: Sage Publications, 2001) 10 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com Uncertainty Avoidance Index Individualism - Collectivism Index V. UAE Cultural Correctness and Web Customization The Cultural Customization Scorecard Once we have identified the country?s predominant cultural values using the cultural maps, the next step in customizing a website is to evaluate it on the relevant cultural values. We do this in the form of the Cultural Customization Scorecard. The score card is produced by analyzing the features on the site that conform to the cultural values of that market. The cultural values of interest for the UAE are Collectivism, Masculinity, High Context, Power Distance and Uncertainty Avoidance. These are carefully derived based on the cultural distinctions that are meaningful to the members of a given society. (For a detailed cultural analysis of your website please contact mspethman@globalizationpartners.com) The Cultural Customization Scorecard? - United Arab Emirates Grading Scale: Values Individualism Collectivism Uncertainty Power Masculinity Low High Avoidance Distance Context Context > 90% Excellent Customization on Cultural Value Cultural 70-89% Good Customization on Cultural Value Scores < 70% Poor Customization on Cultural Value Cultural Customization (Examples)  Collectivism: The UAE is a collectivist culture. The targeted websites may be culturally customized by emphasizing values important in collectivist cultures. Research suggests there are several web-specific features that can be included in a site to make it more appealing. For example, a theme that emphasizes family.  Masculinity ? Femininity: Although the UAE is a culture that shows a slight preference for masculinity, the blending of certain feminine values into a website is considered appropriate. There are numerous ways masculinity can be depicted, including achievement orientation, success, product durability, and a sense of adventure and fun. Femininity can be expressed by creating a website focused on softer themes with a softer-sell approach. 11 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com V. UAE Cultural Correctness and Web Customization  High-Low Context: The UAE is a high context culture. Incorporating elements such as harmony and aesthetics can help to customize your site for the UAE market.  Power Distance: Since the UAE scores high on the power distance value, cultural customization may be achieved by adding elements that emphasize honor and recognition, like displaying awards that a company or brand has received.  Uncertainty Avoidance: The UAE is a very risk-averse society. Therefore, it is important to reduce the consumer?s perceived risk of shopping online. Using graphics or images of products and support personnel may help to reduce uncertainty and increase online shopping confidence. 12 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com V. UAE Cultural Correctness and Web Customization Web Site Customization Considerations Symbols and Icons An ancient culture like the United Arab Emirates, utilizes a long list of symbols and icons that carry special cultural meaning. It is important to be aware of them to avoid any cultural blunders and inadvertent use of offensive symbols. Some examples: L Hands: The entire hand should be used when pointing, as pointing with just one finger is considered rude. The use of left hand is considered rude. Shaking hands, eating and gesturing should be done with the right hand, though passing items with both is acceptable. (CultureGrams, 2008) L It is considered bad luck to step across a doorway with the left foot first. (World Trade Press, 2008) L It is considered bad luck to go back to a building (usually home) to retrieve a forgotten item. (World Trade Press, 2008) L Bismillah: In Arabic, it literally means ?In the Name of Allah?. This is spoken as a gesture of respect and acknowledgement before undertaking a number of activities including prayer, eating and as a general expression of sincerity. (about.com, 2008) L Either spitting or pretending to spit three times will keep away the Evil Eye. (World Trade Press, 2008) L Allah - Muhammad (Sala Allah Aleyh Wa Salam): Images of people and animals are forbidden by Islamic law; therefore, calligraphic art is used as an alternative form of creative expression. High offense is taken in the pictorial rending of any religious figure, such as Allah or Mohammed. Therefore, calligraphic art is used as an alternative form of creative expression. (about.com, 2008) Spatial Orientation: Spatial orientation refers to how web content is structured. According to Wendy Barber and Albert Badre, authors of ?Culturability: The Merging of Culture and Usability? (1998), spatial orientation has a direct effect on website usability, because it affects visual perception. Manipulating the orientation can change the user?s comfort level. What is user-friendly for one country may be vastly different for another. The Arabic Language is read right to left. In addition, the usage of pictures and graphics should be carefully considered in placement, in order to ensure the layout be culturally sensitive and aesthetically pleasing. 13 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com V. UAE Cultural Correctness and Web Customization Colors For the United Arab Emirates certain colors carry specific meaning and symbolize aspects of their culture. ? Green: Holiness or luck Notice how Adwea.com uses a clean, clear and concise layout, while using hues ? Blue: Immortality, a protective color of yellow and blue to signify stength, prosperity and protection (presumably ? Yellow: Strength, reliability, happiness of natural resources). They have chosen and prosperity pictures that are pleasing visually and have masculine themes. ? Red: Danger or evil ? White: Purity or mourning Text Length: When translating a document or website, it is important to take into account how the length of the text will change after translation. There are a variety of reasons why text expansion occurs. Equivalent phrases in a target language may have more characters or words than in English, and some cultures prefer using a more formal style than other cultures, avoiding abbreviations, for example. Additionally, for both documents and websites both line and page breaks may be different in the localized version than in the English version. Finally, the layout of the document or website itself may change depending on the direction of the text. For example, Arabic is a bi-directional language and is read right-to-left, which will not only switch the layout of the text, but also the graphics, the tool bars, the navigation bars, and the binding of the book, etc... Similarly, some languages like Chinese and Japanese can be displayed either in left-to-right character rows or vertical character columns, and the choice influences how document elements such as graphics, figures, tables, call outs, etc. are arranged in the final document or webpage. There can either be text expansion or compression when a document or website is translated from English into a target language. For example, Arabic can expand up to 25% when translated from English. With document localization, there are several steps that can be taken to help preserve the integrity of the look and feel ?layout? of the document. These include: L Using a larger font in the original language, if it is expected the language will expand during translation. This will help to develop a better feel for the final size of the document and how the document elements will be laid out relative to the text. If the text is expected to shrink, use a slightly smaller font for the same reasons. L Tables and graphics may need to be resized or changed. Some, like the vertical Chinese or Japanese layout, will require more finessing than others. 14 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com VI. Internet and Search Engine Marketing in the UAE The key to promoting a website internationally is to create localized content and keywords, register local domain names and then promote it through local search engines, affiliate marketing, online and offline branding and promotions. A search engine marketing campaign for the United Arab Emirates should be multi-dimensional for both short-term and long-term success. Using Pay-Per-Click campaigns on targeted UAE websites and search engines is one way to produce immediate results and become familiar to the UAE consumer It is recommended that firms plan on and conduct some segment being targeted. form of global search engine marketing (SEM) in order to drive traffic to their new language sites. Long term search engine marketing plans should include the use of keywords in both Arabic and This may include global search engine optimization of English, as these are the primary business languages in the UAE. In addition, it is important to your localized Web content, submission of pages to remember that there are many different expatriate sub-groups in the United Arab Emirates that prefer key country (locale) search engines, and a pay-per-click marketing campaigns through services like Google to speak their national language. Therefore if attempting to target one of these groups, research Adwords or Overture. should be done on their preferred language in order to properly target the correct search engines and keywords. For more information on Global SEM Services, see www.globalizationpartners.com/SEM The top level domain in the United Arab Emirates is.ae. Other popular domains are.com,.org,.net,.info, and.biz. At present there are approximately 6,000 websites being hosted in the United Arab Emirates. General Rules of Arabic Domains (CIA World Factbook, 2007) (UAE Inc., 2008) Ì The Arabic top level domain which is being used for Arabic domain name trial is Ì The Arabic domain name will look like: Ì The dash/hyphen ( - ) character is being used in Arabic domain name as a separator e.g Ì Maximum number of dash/hyphen ( - ) 15 of 16 Website Globalization and E-Business | United Arab Emirates www.globalizationpartners.com Resources Search Engines ß Search Engine Colossus ß United Arab Emirates Internet Pages ß The Search Engines of United Arab Emirates www.searchenginecolossus.com/UAE.html www.uae-pages.com/cgi-bin/build- www.search-engine-index.co.uk/country/ search?uae/Computers_and_Internet/ United-Arab-Emirates.asp ß Internet Services UAE Companies+ www.indexuae.com/Top/Computers_and_ ß United Arab Emirates Search Engines Internet/Internet_Services ß The Emirates Network [TEN] www.searchengineguide.com/pages/ www.theemiratesnetwork.com/dir Regional/Countries/United_Arab_Emirates/ index.html Useful Links ß Official Portal of Dubai Government ß Eyoon ß Arabji www.dubai.ae www.eyoon.com www.arabji.com/UAE/index.htm ß Tejari ß Google: Arabic ß UAE.ac www.tejari.com www.google.ae/intl/ar www.uae.ac ß Dubai Financial Market ß Google: Urdu ß Fares.net www.dfm.ae www.google.ae/intl/ur www.fares.net ß UAE Pages ß Jamjaa ß Al-Bab www.uae-pages.com www.jamjaa.com www.al-bab.com ß Index UAE ß ODP: UAE ß Netpiper - UAE www.indexuae.com www.dmoz.org/Regional/Middle_East/ www.netpiper.com United_Arab_Emirates ß UAE Crawler ß AdmiNet www.uaecrawler.com ß The Emirates Network www.adminet.com/world/ae www.theemiratesnetwork.com/dir ß 4 Arabs ß In.ae www.4arabs.com/links/Countries/UAE ß UAE Links www.in.ae www.uaelinks.com ß Arabo ß UAE Internet Guide www.arabo.com ß UAE Pedia www.uae-internet-guide.com www.uaepedia.com ß Dubai Directory ß UmmahNet www.dubai.vc www.ummahnet.com Acrobat may ask you for permission to open the links. 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