Where Business Meets World:
Move over FIGS; Here Comes BRIC
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Emerging
markets are driving the Web globalization revolution.
Investment bankers use an acronym
that is going to have a major impact on the future
of the globalization industry: BRIC.
BRIC stands for Brazil, Russia, India,
and China, the four countries that pose the greatest
opportunities for long-term growth among emerging
markets. Of course, the key words are “long term”
– these markets are anything but sure bets over the
short term.
The localization industry has long
used the acronym FIGS, which stands for French, Italian,
German, Spanish, the most popular four languages chosen
when companies enter Europe. CJK, for Chinese, Japanese,
and Korean, is also frequently used when expanding
in Asia.
But I see BRIC gaining currency in
the localization industry, because where investment
bankers see growth so too do the multinationals who
hope to capitalize on that growth. And while FIGS
and CJK are geographically oriented, BRIC focuses
purely on opportunity. This is great news for translators
of Tamil, Chinese, Russian, and Portuguese and the
vendors who learn to speak “BRIC.”
(NOTE: This essay is from the April
issue of Global
By Design -- on newsstands everwhere!)
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