Global Lynda.com

Language Rollout Phases

Prepared by: Lee Nau (lee@leenau.com) -

Success Metrics per Target Language (TL)

• New trials
• trial conversion to subscribers
• monthly active subscribers
• course initiation for tl-subtitled courses
• video initiation for tl-subtitled courses
• video completion for tl-subtitled courses
• Course completion for TL-subtitled courses
• Landing page conversion rate
• Search engine to landing page click through rate

Phase 0: Validation (Spanish)

Speakers Worldwide: 410 million native (500 million total)

Major Spanish language markets, by population and per capita income (PPP)*

1. Mexico: 120 million ($18,370)
2. USA: 51 million ($54,629)
3. Spain: 48 million ($34,899)
4. Argentina: 43 million ($22,375)
5. Venezuela: 29 million ($17,694)
6. Chile: 17 million ($23,165)
7. Costa Rica: 5 million ($15,365)
8. Puerto Rico: 4 million ($34,527)
9. Panama: 4 million ($21,634)
10. Uruguay: 3 million ($21,719)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Phase 1: French, German, Italian, Portuguese

French

Speakers Worldwide: 80 million native (220 million total)

Major French language markets, by population and per capita income (PPP)

1. France: 65 million ($41,221)
2. Canada: 7 million ($45,488)
3. Belgium: 5 million ($43,629)
4. Switzerland: 2 million ($58,731)
5. Gabon: 2 million ($20,612)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

German

Speakers Worldwide: 95 million native (195 million total)

Major German language markets, by population and per capita income (PPP)

1. Germany: 81 million ($47,033)
2. Austria: 9 million ($47,031)
3. Switzerland: 4 million ($58,731)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Italian

Speakers Worldwide: 64 million total

Major Italian language markets, by population and per capita income (PPP)

1. Italy: 61 million ($35,665)
2. Switzerland: <1 million ($58,731)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Portuguese

Speakers Worldwide: 215 million native (250 million total)

Major Portuguese language markets, by population and per capita income (PPP)

1. Brazil: 205 million ($15,941)
2. Portugal: 11 million ($27,734)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Phase 2: Chinese, Indonesian, Japanese, Korean, Malay

Chinese (all major dialects in Sino-Tibetan branch)

Speakers Worldwide: 1.2 billion

Major Chinese language markets, by population and per capita income (PPP)

1. People's Republic of China: 1.376 billion ($13,801)
2. Republic of China (Taiwan): 24 million ($43,599)
3. Malaysia: 6 million ($25,833)
4. USA: 3 million ($54,629)
5. Indonesia: 3 million ($11,135)
6. Singapore: 2 million ($82,762)
7. Peru: 2 million ($12,638)
8. Canada: 1 million ($45,488)

Note: Countries with more than 1 million speakers and a PCI PPP over $10,000 / yr.

Indonesian (Bahasa Indonesia)

Speakers Worldwide: 43 million native (156 million total)

Major Indonesian language markets, by population and per capita income (PPP)

1. Indonesia: 256 million ($11,135)

Note: Countries with more than 1 million speakers and a PCI PPP over $10,000 / yr.

Japanese

Speakers Worldwide: 125 million native

Major Japanese language markets, by population and per capita income (PPP)

1. Japan: 127 million ($38,216)

Note: Countries with more than 1 million speakers and a PCI PPP over $10,000 / yr.

Korean

Speakers Worldwide: 77 million native

Major Korean language markets, by population and per capita income (PPP)

1. South Korea: 51 million ($36,601)

Note: Countries with more than 1 million speakers and a PCI PPP over $10,000 / yr.

Malay (Bahasa Melayu)

Speakers Worldwide: 77 million native (250 million total)

Major Malay language markets, by population and per capita income (PPP)

1. Malaysia: 31 million ($25,833)
2. Singapore: 1 million ($82,762)

Note: Countries with more than 1 million speakers and a PCI PPP over $10,000 / yr.

Phase 3: Danish, Dutch, Finnish, Norwegian, Russian, Swedish

Danish

Speakers Worldwide: 6 million

Major Danish language markets, by population and per capita income (PPP)

1. Denmark: 6 million ($45,435)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Dutch

Speakers Worldwide: 22 million native (28 million total)

Major Dutch language markets, by population and per capita income (PPP)

1. Netherlands: 16 million ($49,094)
2. Belgium: 6 million ($43,629)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Finnish

Speakers Worldwide: 5.4 million native

Major Finnish language markets, by population and per capita income (PPP)

1. Finland: 5 million ($41,068)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Norwegian

Speakers Worldwide: 5 million native

Major Norwegian language markets, by population and per capita income (PPP)

1. Norway: 5 million ($67,445)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Russian

Speakers Worldwide: 150 million native (260 million total)

Major Russian language markets, by population and per capita income (PPP)

1. Russia: 137 million ($23,744)
2. Ukraine: 14 million ($7,989)
3. Belarus: 7 million ($17,859)
4. Israel: 1 million ($33,658)
5. USA: 1 million ($54,629)

Note: Countries with more than 1 million speakers and a PCI PPP over $7,500 / yr.

Swedish

Speakers Worldwide: 10 million

Major Swedish language markets, by population and per capita income (PPP)

1. Sweden: 10 million ($47,319)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Phase 4: Arabic, Greek, Hebrew, Thai, Turkish, Vietnamese

Arabic

Speakers Worldwide: 290 million native

Major Arabic language markets, by population and per capita income (PPP)

1. Egypt: 90 million ($11,194)
2. Algeria: 39 million ($14,256)
3. Iraq: 36 million ($14,571)
4. Morocco: 33 million ($8,194)
5. Saudi Arabia: 31 million ($53,149)
6. Tunisia: 11 million ($11,623)
7. United Arab Emirates: 9 million ($66,996)
8. Jordan: 7 million ($12,162)
9. Libya: 6 million ($14,854)
10. Lebanon: 5 million ($17,986)
11. Oman: 4 million ($44,903)
12. Kuwait: 4 million ($71,020)
13. Qatar: 2 million ($145,894)
14. Israel: 2 million ($33,658)
15. Bahrain: 1 million ($29,146)

Note: Countries with more than 1 million speakers and a PCI PPP over $7,500 / yr.

Greek

Speakers Worldwide: 13 million native

Major Greek language markets, by population and per capita income (PPP)

1. Greece: 11 million ($25,954)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Hebrew

Speakers Worldwide: 9 million

Major Hebrew language markets, by population and per capita income (PPP)

1. Israel: 5 million ($41,068)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Thai

Speakers Worldwide: 20 million native (60 million total)

Major Thai language markets, by population and per capita income (PPP)

1. Thailand: 57 million ($16,081)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Turkish

Speakers Worldwide: 63 million native (71 million total)

Major Turkish language markets, by population and per capita income (PPP)

1. Turkey: 66 million ($19,610)

Note: Countries with more than 1 million speakers and a PCI PPP over $15,000 / yr.

Vietnamese

Speakers Worldwide: 66 million native (74 million total)

Major Vietnamese language markets, by population and per capita income (PPP)

1. Vietnam: 66 million ($6,414)
2. USA: 1 million ($54,629)

Note: Countries with more than 1 million speakers.