Evernote Is Chinese App

30-04-2021

Evernote Is Chinese App

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General Description

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Evernote provides a separate Chinese service called Yinxiang Biji (印象笔记) to give users in China a great Evernote experience. To read more background on what it's all about, why we did it, and what it means - see our China service launch blog post.

We want to make it easy for developers to build great apps and integrations that can reach all of our users. Our user base in China is growing quickly; it has already become our second largest country. You now can choose to integrate your apps with Yinxiang Biji, Evernote, or both.

For the most part, these services offer the same 'Evernote' functionality. Evernote and Yinxiang Biji will be developed in parallel and share much of the code-base, API, and features. The API for each service is also identical, so our SDKs support both services. Sharing features between the two systems differ slightly in the following ways:

Yinxiang Biji supports public notes, but not public notebooks. Yinxiang Biji users can share notebooks with individual users.
Users must be logged in to Yinxiang Biji to view public notes.
Yinxiang Biji does not support sharing to social networks like Facebook and Twitter.

Since the Yinxiang Biji service is completely separate from the existing Evernote service, we built a bootstrapping protocol to help developers' apps work with both sets of users. We explain how bootstrapping works in detail below.

Description of Bootstrapping

For your app to work for users of both Evernote International and Yinxiang Biji, you must implement the bootstrapping protocol.

The concept behind 'bootstrapping' is that it provides a way to know whether a user's account is most likely on evernote.com, yinxiang.com, or if they need to be presented with the option to choose.

The bootstrap server identifies these rules based on a combination of locale and country (determined by IP address). To communicate the result, the bootstrap server returns 1 or more profiles. A choice between services must only be provided to the user if multiple profiles are returned. The selection is necessary for the cases when a user is traveling, has a preference for a service, or may have already had an Evernote account prior to the launch of the Yinxiang Biji service. If only 1 profile is returned, either evernote.com or yinxiang.com will be identified as the service to use.

Your app needs to know this information before showing any Evernote UI since it changes the UI, naming, and branding. The naming and branding differences between Evernote International and Yinxiang Biji are detailed below.

How to Implement Evernote China in Your App when linking to a User's Evernote Account

iOS Developers: currently, the Evernote SDK for iOS will automatically perform the bootstrapping logic if the supportedService parameter is supplied when instantiating EvernoteSession. See the iOS SDK README for more information.

Also, if the Region Format setting (found in the International area under General in the Settings app on iOS) is set to Chinese > China, your app will receive the Evernote China bootstrap profile from the server.

Android Developers: the Evernote SDK for Android will contain similar functionality in an upcoming release.

Web App Developers: you can use the accept-language header in the HTTP request to identify users that should be given a choice between connecting to www.evernote.com or app.yinxiang.com. Unlike other platforms, you do not need to call UserStore.getBootstrapInfo. If the accept-language is 'zh-CN' or 'zh_CN' (regardless of capitalization), the user should be prompted to choose between the two services 'Evernote International' (for Evernote) and '印象笔记' (for Yinxiang Biji). For all other accept-language values, you will only show the Evernote International service.

All Others: we plan to add this feature to other SDKs in the future (as dictated by user demand).

To implement bootstrapping, your app will make a call to UserStore.getBootstrapInfo(), which returns 1 or more service 'profiles' with a BootstrapInfo response. These profiles include a variety of settings - most importantly, the URLs you should use to access the service.

Summary of the Bootstrap Logic for an app:

Your app shows a button/link to link a user's Evernote account.
- If the device locale is Simplified Chinese, the button says 'Link my Yinxiang Biji account' in Chinese.
- If the device locale is something else, the button says 'Link my Evernote account' in the appropriate language.
When User taps/clicks to link their account, the app calls UserStore.getBootstrapInfo() to one of the 2 hardcoded bootstrap server URLs.
- If the current locale is Simplified Chinese (zh, zh_CN, zh_Hans, zh_Hans_CN), choose the China bootstrap URL: app.yinxiang.com
- Otherwise, choose the Evernote International bootstrap URL: www.evernote.com
When calling UserStore.getBootstrapInfo(), the app will pass in the user's locale as a single [language]_[country] string (see UserStore.getBootstrapInfo() for details)
Your app iterates through the returned list of BootstrapInfo.
- If a single service profile is returned:
  - Go to step 4 below.
- If multiple service profiles are returned:
  - Provide some sort of choice/dropdown to the user to allow them to select their service.
  - The preferred (i.e. 1st profile returned) should be shown as the default selection.
  - Once the user selects a service, your app can go to step 4 below.
  Note: when presenting the user with the option to select their service, the names must appear as 'Evernote International' (for Evernote) and '印象笔记' for Yinxiang Biji. Optionally, you can use '我是印象笔记用户' in your UI (which means 'I am a Yinxiang Biji user').
Your app initiates the OAuth process using the serviceHost value from the service profile (example profile below — e.g., https://serviceHost/oauth).

Rules for building the UserStore and NoteStore API requests with the the service profile settings' values:

The URL used for OAuth requests https://serviceHost/oauth.
The URL used for all subsequent UserStore API requests is assembled by appending “https://serviceHost/edam/user” to the returned EDAM base URL.

API Keys and Activation

Apps that implement bootstrapping will need their API Key activated on both production services (evernote.com and yinxiang.com). You may request to have your API Key activated from dev.evernote.com.

Profiles and IP Rules

The table below shows the rules combining IP and locale that the bootstrap server users in order to return one or more profiles.

IP Origin Country	Locale	Profiles (in order of preference)
China	Mainland-China	Evernote China, Evernote Intl
China	Not Mainland-China	Evernote Intl
Not China	Mainland-China	Evernote Intl, Evernote China
Not China	Not Mainland-China	Evernote Intl
*(“Mainland-China” locales include: zh, zh_CN, zh_Hans, zh_Hans_CN)

Example Service Profiles returned as BootstrapInfo when calling UserStore.getBootstrapInfo()

Evernote China Profile

Setting	Production
`marketingUrl`	http://yinxiang.com
`serviceHost`	app.yinxiang.com
`supportUrl`	https://support.yinxiang.com
`accountEmailDomain`	m.yinxiang.com
`enableTwitteSharing`	False
`enableFacebookSharing`	False
`enabledSharedNotebooks`	False
`enableSingleNoteSharing`	False
`enableSponsoredAccounts`	False
`enableGiftSubscriptions`	False

Evernote International Profile

Setting	Production
`marketingUrl`	http://evernote.com
`serviceHost`	evernote.com
`supportUrl`	http://www.evernote.com/about/contact/support/
`accountEmailDomain`	m.evernote.com
`enableTwitteSharing`	True
`enableFacebookSharing`	True
`enabledSharedNotebooks`	True
`enableSingleNoteSharing`	True
`enableSponsoredAccounts`	True
`enableGiftSubscriptions`	True

Branding Guidelines

The actual naming and branding of the two services is distinct.

Before the login & registration UIs can be complete, the branding of the services must be established. The following are the branding rules for Evernote China and Evernote International.

Company Name: Evernote

Product Name: Evernote International

Product Name (in Simplified Chinese): 印象笔记

Logo Downloads: Evernote International, 印象笔记.

Miscellany

Testing

Note that your app must be connecting to a production server—www.evernote.com or app.yinxiang.com—in order to be sent multiple bootstrap profiles. If your app is configured to connect to sandbox.evernote.com, only the bootstrap profile for Sandbox will be returned (irrespective of your language or locale settings).

Introduction

It’s a million-dollar question: how can tech start-ups gain access to China’s huge market? That’s not an easy question to answer. China is culturally unique, and its Great Firewall, along with the rapid proliferation of cloned products, can trip up even the smartest companies. Google and Groupon are two notable examples of companies that have failed to establish a foothold in the Chinese market.

Still, there are success stories. Take Evernote. After just one year in China, the popular note-taking app now has four million Chinese users. In this Localization Insight post, we’ll dig into the story of Evernote’s localization efforts in China, and draw out some key lessons for bringing apps to the world’s largest country.

(Photo: source)

An Easy-to-Recall Chinese Name

Evernote launched its localized service in China in May 2012. In a blog post announcing the launch, Evernote unveiled its Chinese brand name, Yinxiang Biji (印象笔记), which means Memory Note or Impression Notes.

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Instead of translating its name based on pronunciation—as Google did (Gu Ge 谷歌)—Evernote chose to base its Chinese name on the app’s actual function. This makes it easier to relate the product to its uses. As a bonus, Evernote built a memorable pun into its Chinese brand. The second character of the brand name, 象, means “elephant”—which just happens to be the logo of Evernote, making the brand name easier to remember.

In another savvy move, Evernote chose a name that’s easy for Chinese users to pronounce. In general, “L” and “R” sounds are difficult for native Mandarin speakers to say (which means that “Flipboard” needs to take more efforts on its Chinese brand name). Yinxiang Biji, however, is easy for Mandarin speakers to say, and easy for them to remember.

(Image: source)

An Overseas Data Center in China

Phil Libin, the CEO of Evernote, has noted that the most common request from users in China is for faster, more stable, and more compatible customer service. But because of the Great Firewall of China, Chinese users who want access to overseas networks have to deal with slow connection speeds. So, because data centers are often located outside of China, synchronization can be slow and frustrating.

As part of its effort to win customers in China, Evernote established its first overseas data center there. Apparently, the best solution to the terrible connection speed between China and the U.S. is to host the service inside the Great Firewall.

Security and Privacy for User Data

A common concern among Chinese technology users today is limited security and privacy online. When Yinxiang Biji was launched, its China team wrote an open letter to potential users, highlighting that they would adhere to the three laws of data protection developed by Evernote CEO Libin: user data would be personal, protected, and portable. The company has emphasized its dedication to securing the privacy of user data since the very beginning. Furthermore, users can still freely choose between Yinxiang Biji and Evernote International if they feel uncertain about Yinxiang Biji’s security.

Original Features in the Localized Version Can Be Accessed Quickly

After the launch of Evernote China (Yinxiang Biji), users complained that many features supported in Evernote’s international version were absent, such as Share (shown in the image below), the IFTTT Feature, and Toolbox. In response, after just a month Yinxiang Biji started providing applications like Evernote Food, Evernote Hello, Evernote Clipper, and Evernote Peak. Now, Yinxiang Biji supports almost all of Evernote’s integration.

(Yinxiang Biji supports Skitch, Penultimate, Web Clipper, Evernote Hello, Evernote Food, etc.)

Tailor-made Features and Integration in China

Besides including features that Evernote already has in its international version, Yinxiang Biji has localized its product with features and integration that are tailor-made for China. Since access to the 3G network is still expensive in China, Internet users prefer accessing mobile applications through WiFi. Accordingly, Yinxiang Biji includes a “sync only with WiFi” feature for users in China.

Just a few months after launching, Yinxiang Biji released its API for integration with local apps. The Yinxiang Biji app store, launched in December 2013, doesn’t just target international apps such as Pocket and IFTTT. It also integrates with local apps such as Weibo, Duoguo (a restaurant guide website), and UC browsers.

(Yinxiang Biji’s Trunk: link)

Yinxiang Biji has also integrated with Weibo and WeChat in an innovative way. Yinxiang Biji users can save their clipped content through their Weibo and WeChat accounts by simply creating an integral account. Outside of China, Evernote had offered this feature for Twitter users, but the tool was unpopular, and Evernote phased it out. Since it’s very popular to use messaging apps in China, though, Yinxiang Biji’s developers made sure to include this feature.

(Images of storing article in Yinxiang Biji via WeChat: source)

Although Yinxiang Biji’s integration with local social media isn’t perfect—for instance, it does not yet support the sharing feature for social media—developers have been proactive in creating apps for local use.

Localized Marketing Strategies

Yinxiang Biji also has marketing strategies tailored to the Chinese market, with an official blog and Weibo, and with content that is specifically targeted to users in China. For instance, Yinxiang Biji has invited users to write about how they use Evernote to make traveling easier. That content is sure to be popular in China, where traveling is all the rage.

(Travellers Using Evernote Campaign: link)

Localized Customer Service

Evernote also takes pride in its customer service. As mentioned, people in China are heavy users of messaging apps. To better serve its Chinese users, Yinxiang Biji supports real-time customer support on local social media. While international users won’t always get a response from Evernote’s official Facebook page or Twitter account, users in China will consistently get a response when they communicate with Evernote’s official Weibo and WeChat accounts. That kind of localized approach to social media and customer service ensures that Evernote will be more attentive to the needs of its customers in China.

(Yinxiang Biji’s official Weibo account: link)

How to Run an App in China

Edith Yeung, VP of Business Development for Dolphin Browser, recently told TheNextWeb that culturalization is the key to success in new markets. Entering new markets is not just about translating a language—it’s about having relevant content and relevant services that are attuned to the culture of a particular country. That approach certainly characterizes Evernote’s strategies in China. What they have done goes far beyond a simple English-to-Mandarin translation.

From watching Evernote closely, we’ve come up with four major lessons for anyone trying to enter the Chinese market.

1. Think Global from Day 1

According to Libin, Evernote’s leaders have wanted to reach out to China since their early start-up days. Thinking globally for your app from day one is important, both in terms of product design and business development. Bringing your product to the world shouldn’t just be an afterthought.

2. Localize, Don’t Just Translate

Translating your app is just the first step in reaching out to new markets like China. You have research the new market, understand the environment, and develop integration strategies that are suited to a given culture.

3. Know that Chinese Users Are Chat App Addicts

In China, there are many issues you have to cope with: censorship, new user habits, competitors, lax copyright enforcement, and so on. But, as Evernote demonstrates, a few clever strategies, based on a careful observation of customer preferences in China, can help you reach new users. In particular, remember that messaging apps are very, very popular in China—much more so than in the United States. Integrating your app with local social media is a good start in bringing your product closer to Chinese users.

4. Get the Perfect Chinese Translation for Your Brand Name

Brand name translation is not about getting something exotic to put on your logo. Your brand should already have value even before people hear the translated name. And the name shouldn’t just be a direct phonetic translation—it should be something that will be memorable, appealing, and easy to pronounce for Chinese customers. To use a Chinese idiom, having a good brand translation is like getting the dragon a pair of eyes.

Your turn!

Is your product available in China now, or are you planning to bring it here? Do you have anything to share? Feel free leave your comments below!

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