5 rules of international expansion

By Danica BrintonDirector, International Strategy and Localization, Linden Lab

Consultant, Apple, Inc.

Scope

New technologies and new media

iPod

iTunes

Ask.com

Second Life

iPhone

Rule 1: Plan well – select target markets

New markets in the new media

New high-tier contenders: China India Brazil Turkey Poland Portugal Arab world Malaysia Russia Mexico Argentina Chile Colombia Israel Indonesia Hungary Czech Republic Greece Romania

Rule 1: Plan well – business plan for selected markets

Rule 2: Focus on your product!

Local payment methods and local currency

Boleto BancárioBPayCarte BleueCash (through the mail)cashUCertaPay (Interac)Check (by fax)Click2PayVisa, MasterCard, American ExpressDiners Debit Card myCitadel WalletNextPayNordeaPaymatePayPalPayPointpaysafecardPaysbuyPOLiRecurring Direct DebitRuPayTravelersExpress MoneyGram

EasecardEcapayeCheck (one-time direct debit)eNets via MoneybookersEPS/NetpayFicha RAP by ACTeCASHGiropayhyperWalletiDealING Home’PayINOCardInstaDebitJCBLaser cardMaestroMister CashMobillcash -- mobile phone billingMOLePointsMoney Order or Cashiers Check by MailMoneybookersMoneymailUAH iMoneyUDPay

WebMoney TransferWestern Union QuickPayYandex MoneyUltimate Game Card™Bank TransferDirect DebitTh!sTodito CashWallie-cardIPSSnapSofortüberweisungSoloUkashVisa Delta/DebitVisa Electron

Rule 4: Internationalize!

Rule 4: Localize well!

Rule 5: Engage your influencers

In summary

Plan well

Focus on Product

Internationalize your offering

Localize your offering

Engage your influencers

Q&A

Danica BrintonDirector, International Strategy and Localization, Linden LabConsultant, Apple, Inc.

Danica@LindenLab.com