Don't want to see Ads? Register for your free dotSUB account here!
India: Huge untapped market opportunity for MLVs
Duration:
27 minutes and 14 seconds
Country:
Thailand
Language:
English
Genre:
Instructional
Producer:
Asia Online
Views:
281
(10
embedded)
Posted by:
asiaonline on Dec 12, 2009
Localization and Translation Thailand 2009 Day 2 India: Huge untapped market opportunity for MLVs Biraj Rath, Braahmam Net Solutions Pvt. Ltd. Twitter: #LTBKK http://www.localizationandtranslation.com
Translate and Transcribe
-
Sign In/Register for dotSUB to translate this video.
Share
- Embed Video
- Embed normal player
- Embed a smaller player
- Advanced Embedding Options
-
Embedding OptionsSize:Language:Embed Code
- Embed transcript
- Embed transcript in:
-
Invite a user to dotSUB
Your invitation to join dotSUB was successfulThere was an error inviting that user to dotSUB
Video Transcription
Show in new window
- Good afternoon everybody. Thanks to the organizers for inviting me to speak
- Very powerful presentations this morning
- I think Connar covered a lot of things that I wanted to cover
- Today I would like to cover some of the facts, interesting facts about India
- In that way this presentation is a little historic
- Mike, you can correct me, Is this the first presentation at LISA about India?
- I have not heard it - I have always heard about China
- So this is going to be interesting
- Not heavy at all, it is going to be a light presentation
- First I will get you through the agenda
- First about the myths about India that I keep hearing and behind that are the facts
- A little about the language diversity in India
- How there are several similarities with Europe
- In fact these similarities are the biggest differences when we compare with Europe
- Some examples, some interesting opportunities and some interesting facts
- And then you can pin me down with questions
- First let me apologize because I may have some questions for you as well
- First some myths
- Most Indians knwo English very well... How Many?
- How many do you think?
- Percentage ... 95%
- 50%? 5%?
- OK most of them are wrong
- I'll come to the answers later
- Most schools teach English in India or have instruction in English
- Many people say that
- Most Indian executives prefer communicating in English
- It's ok to have the product literature and support in English
- India just does fine with English why bother
- Too many people in India are illiterate
- so where is the market who is going to read all the stuff that we are going to produce
- PC and broadband penetration is very low
- Dont bother about the Indian market, nobody can read, nobody can access the internet
- low bandwidth etcetera
- India has too many dialects.. Are there 800 dialects in Hindi?
- Maybe lets not worry about it anyway
- So coming to the answers
- 10% is the maximum English speaking population that you have got
- out of 1.2 billion people
- So are here to worry about, just this 10% or the other 90%
- I am here to talk about the 90%
- If you want to talk about the 10% we can do that outside
- English speaking population is just 10% and out of this
- only 0.2M people, not an exact figure, about, use English as their first language
- And if you roughly split this 10%
- 70% would know at least one Indian language
- and English would be the second language
- and for the rest English would actually be the third language
- So what it shows you is
- that given a choice today
- An Indian would be very comfortable reading, writing or talking
- at least talking in an Indian language
- And English would come after that
- The number of schools in English medium is just about 20%
- and that is today
- not previously so you can make out the difference
- It might increase tomorrow by a certain extent
- But again the English medium is something only at the primary level right now
- Literacy rates we talked about -- poor literacy rates
- At a very very conservative average that I have got
- I have only taken a population that is relevant for us
- right now, is an age group of 15-24 years
- and that is about 300 million people
- and they are literate
- and we talked about a lot of dialects
- we talked about a lot of languages
- The top 8 languages in India - the regional languages
- covers about 75% of the Indian population
- Does anybody have an idea of how many official Indian languages there are?
- Well officially there are actually two Indian languages
- two languages, English and Hindi
- But the other languages we call Scheduled Languages
- Which is another 20
- So you have got 22 scheduled languages
- Out of that 8 languages would cover 75% of the Indian population
- Again taking 1.2 million people as the base, which is the 2nd largest population the world after China
- It is the 4th largest economy by the way of purchasing power
- And that's about $4 Trillion
- 32% of the people are below the age of 14
- So you know where your workforce is going to come from - this is something that you don't find in China
- This 32% of the workforce is going to learn English or is going to learn 3 different languages
- We don't know - it is on us how we want to take this forward
- And let me tell you another thing
- 14-35 years is another 30% of the people
- so 60% of the population of India is below the age of 35
- Teledensity is 41%
- Largely due to mobile phones - any guesses on what the split is between landlines and mobiles?
- Any guesses ....
- About 16 to 18% is landlines
- And the same 16-18% who own the landlines also own mobile phones
- and many people have probably two mobile phones
- Guess what is the amount of money you spend talking long distance within India?
- 50 - if you talk 50 minutes in India - How much does it cost?
- $1 long distance with in India is $1
- If you fly from the northern part of India to the southern part of India it takes you 3½ hours
- That is as good as my flying from Delhi to Thailand
- It is that large - it would be more that 3,800 Km
- so that is long distance within the country
- So you just spent $1 talking for 50 continuous minutes
- min you the billing is per second not per minute
- So that is about mobile phone users, and mobile phone users rose every month by 2.5 million
- That is the population of Canada every month
- So India has 800 dialects - 15 major languages
- So this is how it is distributed in our population
- So Hindi is the largest language which roughly covers about 40% of the population
- Followed by major languages like Bengali - we call it Bangla
- Telugu, Marathi, Tamil, Urdu, Gujerati and the others follow
- I tried to plot this - it was a very difficult task
- so I plotted the top few languages for Europe and the top few languages of India
- But what I found was that when I just crossed a few bars on this list
- In the first 3 bars that I plotted - the population of India was already crossing the European population
- The European population is about 700M roughly
- and about 10-12 languages are most popular
- The top 3 Indian languages account for about that many
- Even at conservative literacy levels the market size would be bigger in India
- And some examples of companies that recognized this, they made it work, and they are very prosperous today
- Nokia - they just came a few years back. They localized in 13 Indic languages
- Indic would involve some other languages around India like Sinhalese or Pashto
- They localized in 13 Indic languages
- Guess what the market share for Nokia phones is today?
- It's about 72%
- For an Indian market where you are selling so many mobile phones where 40% is the teledensity
- For selling in India, before they used to import the mobile phones from China
- Now they have a dedicated manufacturing facility down south in India
- manufacturing something like 300 million mobile phones a year or something like that
- And that is only for the Indian market,still they are not exporting from there
- So Nokia saw this opportunity to localize all their interfaces
- I think their interfaces are localized into just 6 or 7 Indian languages
- But the user guide is localized in 13 Indic languages
- So when you buy a mobile phone, you gotta to use it and
- there are many features in the phone that yo have to read in the manual to use it
- Other manufacturers did not recognize that
- and all the advertising and the marketing materials, everything went in regional languages
- So immediately people made a connect and started naturally buying mobile phones
- So when you go to India don't be surprised when everybody turns up with a Nokia mobile phone
- You don't need to take your chargers there, just forget them at home
- Star network is a very popular entertainment network
- from Rupert Murdoch - when they came they used to run all the US based soap operas
- For the first 3 - 3½ years, they were almost going to close down
- They found hardly anybody to watch them
- Because nobody would understand what they are trying to say
- and there was no connect - and then they slowly started localizing their programs
- The first thing that they did was have Hindi news
- and immediately within a 1 year period after that they started having Hindi movies, and Hindi based soap operas, the mix started changing
- and today I think they are the third spot, 2nd or 3rd spot in terms of share
- Suzuki runs the largest automobile company in India
- It is know as Maruti-Suzuki there
- It also exports from there
- All their user manuals, all their sales based training programs
- are at least localized into the Hindi language
- Thats because when the sales person in the showroom sells to people they have to
- talk to people in regional langauges
- Somebody said today that if you talk to the person in a regional language it goes to the heart
- so sales have to be done like that
- it is not all with the brain - there is an emotional attachment in sales also
- so thats how things succeeded for Suzuki motors
- The same also goes for Hiro-Honda motors
- They are also the largest selling motor bike company in India.
- Again the same strategy, sell in the regional languages.
- All the manuals, all the training sessions that they conducted
- for the people are in the local languages
- The other manufacturers did not follow this and they are way behind
- Hiro-Honda has a market share of 65% in the Indian market.
- Maruti-Sazuki has nearly 62% market share in the Indian market.
- Coca Cola did the same, they have their training programs in four regional languages.
- I have some data that I want to show you at the end because we may be running out of time.
- Local newspapers - which will also give you an idea of what the spread is like,
- for reading different language papers. And you will see what the English papers sell and what the local papers sell.
- Microsoft as you know localizes into 7 Indian languages, so
- so now it sells a lot of licenses to the Govt of India
- Earlier it wouldn't do that, Openoffice was localized in different Indian languages l
- and it was being used in Govt departments but that is no longer true.
- Google of course is another company that has localized into several Indian languages.
- Yahoo has done it's daily news in seven Indian languages
- So where are the opportunities?
- We have 9 Indian companies in the Fortune 500 list
- And guess what, most of them are not IT or software companies.
- So it is a very popular belief that India is into BPO or into software services but these may not be the largest companies in the world.
- So there is IOC which is the Indian Oil Corp., there is the Tata group which many people would have heard of because,
- they acquired some large motor companies in the UK
- You probably have heard of Reliance Industries because they are a very large conglomerate into oils, natural gas, telephone
- internet and god knows everything
- State Bank of India is partly a government enterprise
- but it's a bank. And there are
- several other companies. There are only two companies which are software companies in the Fortune 500.
- These companies are making a lot of acquisitions abroad
- They are moving out of India, setting up offices. They are making
- products and services available to people outside of India now.
- Gone are the times when Indian companies are seeking business from US or European companies only.
- It's going the other way now.
- Indian companies are now becoming customers to large companies outside the US.
- So the quicker everybody realizes that India has a lot of business to be given out the better.
- The people who realize that will make the most out of it.
- So the 32% of the upcoming population that I was talking about
- plus the 30% in the other age group I was talking about,
- is the employable population that India is going to have in the next 10-15 years.
- So the purchasing power that you got today will increase by so many more times in the next 10-15 years.
- When the purchasing power increases, you know what is going to happen.
- The formula is very simple.
- The government and education spend about 2% of the GDP.
- I talked about the GDP of $4 trillion.
- Its going to spend about 2% this year in education
- And education means: India has a three language formula
- I'll take a minute to explain that
- For all the regional places that are there in India
- the medium of instruction in school is the regional language.
- So if I am in Kerala, my first language of instruction in school will be Malayalam.
- The second would probably be either English or Hindi.
- So the government is going to spend a lot of money in educating people in all these states.
- And you need CONTENT in the local format, to be available
- to make this successful, so
- There are some companies that have already grabbed some opportunities
- There is a leading company from Ireland that is into elearning and training that has already grabbed some opportunities.
- They have connected with Indian publishers and made a dedicated center there
- they have started localizing the programs in Hind (they are intelligent) they have started localizing the programs in Indian English
- Why Indian English?
- Something new, you know US English. So the next time you see in Word a dropdown in Indian English
- that may not be surprising
- Indian English is different. There are many new words like "prepone"
- which India invented. Do you know what prepone means?
- It is there in the Oxford dictionary today.
- It is the opposite of postpone.
- When you bring a date forward it is called prepone. Simple.
- There are companies that have already grabbed this opportunity.
- And they are selling well.
- And the same applies to corporate training, customized training for industrial manuals
- In most of the regional places where there are large manufacturing centers
- e.g. Nokia has setup a facility in Chennai
- all their manufacturing manuals, their safety manuals, their guides, their ISO manuals, everything
- has been localized for the state which is Tamil Nadu, which is the Tamil language.
- A huge amount of data was localized Some MLV lost that opportunity.
- But I know who got the business.
- So, machine translation is something that we have been discussing over and over again.
- I sincerely hope that it works.
- And it works for Indian languages, because this is something we really need in India.
- A huge amount of data remains un-localized.
- On the internet or in physical form. If it does happen, this is going to be revolutionary for India.
- And as I mentioned earlier, Indian companies are going out, making acquisitions and Indian English - these are all opportunities lined up.
- It's not working
- So localization business has started to generate from a lot other industries now.
- Hotels, in India are starting to localize
- their websites in different languages, because they are seeing visitors coming from different countries.
- So we have all kinds of European languages, Chinese
- Japanese, Korean being localized for hotel websites.
- Tata Group is one of the companies that owns the largest chain of hotels in India
- also localizing their websites now.
- Travel, hospitality, education, tourism, radio, film TV these are the leading industries in localization.
- If you go to India you will see that most of the films that run here in English
- would be dubbed and subtitled, in most of the Indian languages.
- And guess what? The localization is done by an international movie company
- who has setup a shop in India.
- Again somebody lost some business there.
- The mobile space is extremely promising as I said and,
- as I said earlier, PC penetration is not great. It is only 10-11% of the Indian population.
- But who cares. Mobile phones are going to be there and already 40% mobile penetration has happened.
- And yesterday Dirk and I were discussing how mobile phone technology has gotten to the most rural parts of India,
- in terms of accessing the Internet.
- Very small USB discs being used to access the Internet in the most rural parts
- You don't even need a power cable to be using that.
- Backlog in government documents. The government has it's own department for translating documents.
- But this year they have started to give out documents for translation to companies outside.
- Why? Because they realize something.
- They have 5 years of pending data that they have not translated.
- 5 years ! So Its coming this year.
- And why do we say that you need to localize your products and sell within India for the Indian market?
- There area huge amount of Indian people outside of India who will also buy these products.
- I know several of my friends in the US who would want to educate their children in Hindi or English
- and they are looking out for CDs and stories, all in localized languages.
- They simply don't get it, they get it all in English.
- So just for the US, there are 3 million Indian people in the US alone.
- And then there's the UK and several other countries.
- You have Tamil as the 4th official language for Singapore and Malaysia.
- If you go to Singapore, in the metro, you will see that Tamil is the 4th language mentioned all over the place.
- Because of the huge amount of population who immigrated from Tamil Nadu in India.
- And there is a large chunk of Malayalam speakers in the Middle East.
- This is a popular site in India and the point I wanted to make here was
- you may not be able to see. This is the Economic Times which is written in English, and
- the same thing is written in Hindi and Gujerati below here.
- Economic Times is the main business newspaper.
- It is the most widely read business newspaper in India.
- And if that is available in Gujerati and Hindi for business news, not for
- general news, you can understand that the business language is not just English.
- Here are some interesting facts.
- Sanskrit is considered to be the mother of all higher languages in India.
- Many people probably know that.
- Punjabi is written in two scripts: Gurumukhi (L2R) and Sharmukhi (R2L)
- And the strange thing is that one is written from left to right and the other is written right to left,
- in the exact same diction.
- There is no difference in pronunciation whatsoever.
- And the strange part, Gurumukhi is used in India and Sharmukhi is used
- in Pakistan. So where do you find more speakers of Punjabi?
- Take a guess?
- Yes but there is a Punjab in India and in Pakistan.
- No no no come on!
- Bangla we know is an Indian language but it is also the national language for another country.
- Bangladesh, and therefore Bangladesh actually has more people who speak Bangla.
- So you may not be talking just about an Indian language, but here is a whole country that we sometimes ignore.
- Which of Urdu or Punjabi is more spoken in Pakistan?
- Any idea? You are right, Punjabi is more spoken, but it
- is a popular belief that Urdu is the most spoken language in Pakistan. It is not.
- Punjabi is and that is the answer. There are more speakers of Punjabi in Pakistan than in India.
- Again we have another country involved here, not just an Indian language.
- Do you think you need a charger to charge your mobile phone?
- If you go to the rural parts of India, you don't even need power to access the internet or charge your mobile phone.
- Launched about 2 months back in India.
- It runs on solar power and charges on solar power.
- How about carbon footprint? Thank you.
- this is last one
- youcan also this remove


Report this video as offensive