This presentation was given in Localization World 2014 Bangkok (LocWord)

1. Indonesian
Localization
Market: Riding
the Wave of
Growth
Hikmat Gumilar
Twitter @mhgumilar
B03
Localization World 2014
Bangkok
hgumilar@indo-lingo.com

2. Indonesia: Islands of Growth
• Population: 260 million – 18.000 islands
• Young population
• Growing middle class
• Per Capita Income of USD4200 (Dec 2013)
• 5-6% average annual economic growth in the last
4 years
• The only G20 country
from SEA
Author: Hikmat Gumilar - https://penerjemah-id.com

3. • Official Language: Bahasa Indonesia –
Bahasa means “Language”
• More than 700 living languages, two
dominant dialects: Sundanese, Javanese
(70% Population).
• Only around 30% grow to use Bahasa
Indonesia as their Native Language, the rest
use 2 native languages.
• Use Roman alphabet although both have
their own scripts now rarely used
• 9 of 10 words are foreign-loaned words
• English taught from elementary School. EF
English Proficiency Index (EF EPI) rank 26,
53.44 , Moderate Proficiency , +8.66 vs
2012
Indonesia: Linguistic Diversity
Author: Hikmat Gumilar - https://penerjemah-id.com

4. Indonesia: Digital Landscape
• Online population: 73 million
58% Young Emerging Market
27% percent penetration to
population
Source: eMarketer. Indonesian Magazine
Author: Hikmat Gumilar - https://penerjemah-id.com

5. Indonesia: Social Network Country
80,2M 10,5M 26,4M
Some highlights:
• Facebook: Indonesian population is 4th
largest, 20 mio more than UK
• 75% of FB users access from mobile
phone
Source: Presentation Deck, Seno Pramuadji.
Author: Hikmat Gumilar - https://penerjemah-id.com

6. Indonesia: Smartphone OS
Author: Hikmat Gumilar - https://penerjemah-id.com

7. Localization Opportunities
• Product-related text
– Manuals
– Marketing
• Website localization
– Company/Product
– Social network
• Fan Page
• Marketing
• Ad-related content
• Legal & HRD related texts
• Apps related content
– Apps/Games Localization
– Application Store Descriptions
Author: Hikmat Gumilar - https://penerjemah-id.com

8. Legal translation – (Law No.
24/2009 on Flag, Language , &
National Symbols)
Requires all business contracts and
agreements to use bahasa Indonesia
and therfore bilingual formats is
common.
Consumer
- ToC, ToC, PP
No Specific Privacy Law in Indonesia
But Most EU & US will need it
localized
Legal Texts
Author: Hikmat Gumilar - https://penerjemah-id.com

9. Social Media
Localization
• Local Language Fanpage
• Content Creative Writing
• Page Management.
Buddy
Media/Salesforce.com
• Use of Influencer
• Monetization  Ad
generated text. links
Author: Hikmat Gumilar - https://penerjemah-id.com

10. Apps
Localization
• Multiplatform
• Marketing-style
• Needs WYIWYG
(UI)
• Strict QC
App DescriptionsUI Translation
Games
Author: Hikmat Gumilar - https://penerjemah-id.com

11. Are we ready for the wave?
• Do we have enough
Indonesian linguists out
there?
• Proz.com – 4034 linguists
for EN-ID
• HPI/Translator
Association – 1113
members
• 7336 Listed Agencies
Worldwide
(Translationdirectory.com)
• Ratio 1: 1,8
http://sihapei.hpi.or.id/
Author: Hikmat Gumilar - https://penerjemah-id.com

12. The Challange
• Time Zone
– Country based linguist or
not?
• Quality
– Standard/ Measurement
• Technology Literacy (CAT,
Basic Computing)
• Freelancers or LSP?
• Linguistic Gaps (Skill, Style
- Popularity vs Norms)
• Culture?
Author: Hikmat Gumilar - https://penerjemah-id.com

13. Pareto Facts - 20/80
• 20% of Agencies holds 80% of Market -
1476 Agencies
• 20% of Lingusits Are Qualified - 804
linguists
• 80% of Jobs done by 80% Linguists 
Quality Risk
• 20% of jobs done by 20% linguists 
Less Quality Issue, Satisfied Customer
• 20% linguists working on 80% of the
Jobs  Disaster
• 80% of Linguists working on 20% jobs
 Price Wars
• Key: The Role of Quality Management
10%
Low Q, High P
20%
High Q, High P
40%
Low Q, Low P
30%
High Q, Low P
Quality
Price
Author: Hikmat Gumilar - https://penerjemah-id.com

14. Linguist/LSP Development Plan
• Relationship beyond email
• Performance vs incentive
• Quality Gaps are training needs.
• Development Plan (Short/Medium/Long
Term)
Low Q, High P High Q, High P
Low Q, Low P High Q, Low P
Quality
Price
Putting in the right basket
Author: Hikmat Gumilar - https://penerjemah-id.com

15. Closing
• The tidal wave is already here, it
cannot be stopped.
• Slowly and sometimes pain
process to meet the required
levels of trully professional level.
• Linguists/end vendors remain key
part
• Introduction Vendor Development
Plan
• Terima Kasih
Author: Hikmat Gumilar - https://penerjemah-id.com