Localisation in the stream: Assessing GILT strategies in relation to online services—The case of JAL web site in Japanese and English

Abstract

It is a fact that e-commerce has become a major trend, foregrounding such issues as GUI design, usability, security concerns and digital divides, where English is usually taken for granted as the lingua franca. However, recent figures show that the Internet users scenario is much varied, and localisation confirms itself as the major business strategy of multinational companies offering online services and products. This paper focuses on the GILT dynamics (Globalisation, Internationalisation, Localisation and Translation) and aims to shed light on their impact at the level of access to and usability of digital contents. In particular, an accurate globalisation strategy and software internationalisation are discussed as the key factors to global effectiveness. The proposed pilot study analyses the contents of two commercial web sites provided by JAL (Japan Airlines) for purchasing a domestic flight in Japan, contrasting the Japanese and English versions. The results will be discussed in terms of the main localisation, internationalisation and usability features. The primary research question is if the English user can receive the same service from the self-service ticketing web site originally designed for the Japanese user. Furthermore, the results of JAL case study carried out from downstream localisation to upstream GILT strategies will help illustrate the initial premises on the importance of planning a truly global communication strategy.