The next chapter of the World Wide Web will not be written in English alone. Asia already has twice as many Internet users as North America, and by 2012 it will have three times as many. Already, more than half of the search queries on Google come from outside the US.
The globalization of the Web has inspired entrepreneurs like Ram Prakash Hanumanthappa, an engineer from outside Bangalore, India. Ram Prakash learned English as a teenager, but he still prefers to express himself to friends and family members in his native Kannada. But using Kannada on the Web involves computer keyboard maps that even Ram Prakash finds challenging to learn.
So in 2006 he developed Quillpad, an online service for typing in 10 South Asian languages. Users spell out words of local languages phonetically in Roman letters, and Quillpad’s predictive engine converts them into local-language script. Bloggers and authors rave about the service, which has attracted interest from cellphone maker Nokia and the attention of Google Inc, which has since introduced its own transliteration tool.
Ram Prakash said Western technology companies have misunderstood the linguistic landscape of India, where English is spoken proficiently by only about a tenth of the population and even many college-educated Indians prefer the contours of their native tongues for everyday speech.
“You’ve got to give them an opportunity to express themselves correctly, rather than make a fool out of themselves and forcing them to use English,” he said.
Only there is a shortage of non-English content and applications. So, US technology giants are spending hundreds of millions of dollars each year to build and develop foreign-language Web sites and services — before local companies like Quillpad beat them to the punch and the profits.
“Gone are the days in which you can launch a Web site in English and assume that readers from around the globe are going to look to you simply because of the content you’re providing,” said Zia Daniell Wigder, a senior analyst at JupiterResearch, an online research company based in New York.
Nowhere are the obstacles, or the potential rewards, more apparent than in India, whose online population Jupiter says is poised to become the third largest in the world after China and the US by 2012. Indians may speak one language to their boss, another to their spouse and a third to a parent. In casual speech, words can be drawn from a grab bag of tongues.
In the last two years, Yahoo and Google have introduced more than a dozen services to encourage India’s Web users to search, blog, chat and learn in their mother tongues. Microsoft has built its Windows Live bundle of online consumer services in seven Indian languages. Facebook has enlisted hundreds of volunteers to translate its social networking site into Hindi and other regional languages, and Wikipedia now has more entries in Indian local languages than in Korean.
Google’s search service has lagged behind the local competition in China, and that has made providing locally flavored services a priority for the company in India. Google’s initiatives in India are aimed at opening the country’s historically slow-growing personal computer market and at developing expertise that Google will be able to apply to building services for emerging markets worldwide.
“India is a microcosm of the world,” said Prasad Bhaarat Ram, Google India’s head of research and development. “Having 22 languages creates a new level of complexity in which you can’t take the same approach that you would if you had one predominant language and applied it 22 times.”
Global businesses are spending hundreds of millions of dollars a year working their way down a list of languages into which to translate their Web sites, said Donald DePalma, chief research officer of Common Sense Advisory, a consulting business in Lowell, Massachusetts, that specializes in localizing Web sites.
India — with relatively undeveloped e-commerce and online advertising markets — is actually lower on the list than Russia, Brazil and South Korea, DePalma said.
Ram of Google acknowledged that the firm’s local-language initiatives in India had not yet generate significant revenue.
But the investments are smart, DePalma said.
“They’re potentially creating the Indian advertising market,” he said.
English simply will not suffice for connecting with India’s growing online market, a lesson already learned by Western television producers and consumer products makers, said Rama Bijapurkar, a marketing consultant and the author of Winning in the Indian Market: Understanding the Transformation of Consumer India.
“If you want to reach a billion people, or even half a billion people, and you want to bond with them, then you have no choice but to do multiple languages,” she said.
Even among the largely English-speaking base of around 50 million Web users in India today, nearly three-quarters prefer to read in a local language, according to a survey by JuxtConsult, an Indian market research company. Many cannot find the content they are seeking. “There is a huge shortage of local language content,” JuxtConsult chief executive Sanjay Tiwari said.
A Microsoft initiative, Project Bhasha, coordinates the efforts of Indian academics, local businesses and solo software developers to expand computing in regional languages. The project’s Web site, which counts thousands of registered members, refers to language as “one of the main contributors to the digital divide” in India.
The company is also seeing growing demand from Indian government agencies and companies creating online public services in local languages.
“As many of these companies want to push their services into rural India or tier-two towns or smaller towns, then it becomes essential they communicate with their customers in the local language,” said Pradeep Parappil, a Microsoft program manager.
The project’s Web site, BhashaIndia.com, offers user-edited glossaries in local languages for technology terms and words with slang meanings in social networking, like “nudge” and “wink.” (“Bhasha” is the Hindi word for “language.”)
Last month, Yahoo and Jagran Group, a large Hindi newspaper publisher, started Jagran.com, a portal in the Hindi language, the native tongue of 420 million Indians.
Yahoo, which also offers e-mail and other content in several Indian languages, says that Jagran.com has surpassed its expectations for user traffic.
“Localization is the key to success in countries like India,” said Gopal Krishna, who oversees consumer services at Yahoo India.
Google recently introduced news aggregation sites in Hindi and three major South Indian languages, and a transliteration tool for writing in five Indian languages. Its search engine operates in nine Indian languages and can translate search results from the English Web into Hindi and back.
Google engineers are also plugging away on voice recognition, translation, transliteration and digital text reading that it plans to apply to other developing countries.
Ram Prakash of Quillpad said he was inspired when friends at Google told him they had compared Quillpad with Google’s transliteration tool. He said that he believed the use of local languages on the Web would soar even as more Indians strived to learn English.
“That’s why we say English is not enough,” he said, repeating the slogan of Quillpad. “People want to look forward, and they want to learn English. That is all right, but English is not enough for all their needs.”
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