IDblog ... an information design weblog

August 25, 2004
Microsoft offends globally

Well, my favorite (perhaps apocryphal) bad internationalization story is that Pepsi's slogan "Come alive with Pepsi" was translated in German to essentially mean "Come alive out of the grave with Pepsi." But now it's Microsoft's turn to have their globalization gaffes made public.

CNET has these highlights in How eight pixels cost Microsoft millions:

  • When coloring in 800,000 pixels on a map of India, Microsoft colored eight of them a different shade of green to represent the disputed Kashmiri territory. The difference in greens meant Kashmir was shown as non-Indian, and the product was promptly banned in India.
  • Another social blunder from Microsoft saw chanting of the Koran used as a soundtrack for a computer game and led to great offence to the Saudi Arabia government.
  • A Spanish-language version of Windows XP, destined for Latin American markets, asked users to select their gender between "not specified," "male" or "bitch," because of an unfortunate error in translation.

The Guardian has its own take in Microsoft pays dear for insults through ignorance .

Comments

Without being an apologist, how many of the cultural blunders are more a matter of scale than anything else? (What cost in usability are you willing to pay for sensitivity?)

For example, the current Microsoft Windows date-and-time widget doesn't draw time-zone lines, even though it does roughly center the map over the current time zone. Turns out that this is because time zones are political: Kashmir officially belongs in one time zone, according to India, and in another, according to Pakistan. The same is true for other disputed lands.

And so Microsoft--having been hit by this over and over--makes the time zone map a boring green without distinguishing features. Which means that millions of users who really don't care about Kashmir when they're trying to set the time are crippled.

What should Microsoft do with products like Encarta World Atlas? Or the dictionary?

The Spanish-language version you refer to has to deal with the fact that (as the Guardian article points out) "woman" in Spain is "bitch" in Central America.

Is this Microsoft's fault? How many regional tweaks should happen? I grant there have been missteps (the Koran story, for example) ... but Microsoft is in the tough position of having a big world market.

I sincerely don't know what the right way to handle this sort of thing is...

-- Posted by Danyel Fisher on August 27, 2004 06:15 PM
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IDblog is Beth Mazur tilting at power law windmills. A little bit Internet, a little bit technology, a little bit society, and a lot about designing useful information products. Send your cards and letters to .

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