Globalization Metrics - Multinational Sites Dominate Landscape - Australia

Topical Report Volume 3, 2001 The prominence of international (read "American") properties in the Australian online market seems natural—the two countries share a common language and elements of culture. Because of these market similarities, many US sites looking to expand into Australia have enjoyed the luxury of minimal site localization costs and relied mainly on marketing to build a local presence. A notable exception is ninemsn.com.au (MSN.com's joint venture with Kerry Packer's Ecorp), which is fully localized and tremendously successful. In contrast to the traction of several localized multinational properties, indigenous properties have succeeded in acquiring and keeping users.