Localization World Barcelona

KEYNOTE: Roger Camrass: Atomization of the Localization Industry

Scale is important in the global localization industry. But that does not mean that you have to be big. In his keynote address to the Localization World Conference in Barcelona on May 31, Roger Camrass will share his perspective on the transformation of business which he has labeled as an atomization process. The localization industry is not an exception to these fundamental changes in conventional supply chains. Traditional customer-vendor relationships will make room for a range of specialist offerings from portfolio and customer managers, web spinners, smart companies, business platforms, who through technology innovation and connected communities give a new meaning to consolidation and scalability. Roger Camrass, Director of the Business Transformation Group at Fujitsu Corporation and co-author of the book The Atomic Corporation, puts his finger on the trends that will undoubtedly affect every buyer's and seller's business in the localization industry.

Program Session Synopses

Non-technical sessions with a business focus

Localization World Perspectives are "conventional" conference presentations. Speakers provide perspectives on various aspects of localization, usually from the customer’s point of view and with a less technical focus than in other types of sessions. Perspectives are hosted by industry specialists and experts who introduce the topic as well as the speaker, thereby providing a context for the Perspective.

Developing and Using a Holistic Localization ROI Model
Lessons on how to prove the value of localization

HOST: Terry Lawlor
SPEAKER: Will Burgett, Intel

Synopsis: Increasingly management in corporations and organizations is demanding return-on-investment (ROI) analysis and data to justify and approve money being spent on localization. ROI is a management tool that can guide present and future allocation among alternative investments. It can also be a way for localization teams to demonstrate the value of localization spending and counter some of the negative perceptions about the process and end results. A major challenge is that, just like in information technology programs and technologies, localization has both tangible and intangible values that need to be included in the ROI analysis to ensure all data is available so that the right decisions can be made about any specific investment. This presentation will describe how to develop a holistic localization ROI model that includes quantitative and qualitative factors that organizations can use to determine profitability or benefit of localization investments.

A1 Wednesday (31 May) 10.30 PERSPECTIVES

Vendor Control or Relationship Management
When Metris UK needed to ship their product to China a close collaboration with their vendor was the only way to overcome the technical barriers

HOST: Angelika Zerfass
Belén García-Ochoa, CPSL; and Steve Hackett, Metris UK

Synopsis: The relationship with a translation provider should not be about driving a hard bargain, but making sure each party understands what is required. The client must explain exactly what is wanted, but the provider must also be able to suggest strategies that give clients what they really need. This is how Metris UK and CPSL have overcome numerous technical difficulties to deliver quality work, on time and within budget.

A2 Wednesday (31 May) 12.00 PERSPECTIVES

A Microsoft Big Project Experience
Localizing Microsoft's Visual Studio 2005 and .NET Framework 2.0: A case study in client-vendor partnership

HOST: Donna Parrish
SPEAKERS: Jordi Macias, Lionbridge; Eric Van Thorre, Microsoft

Synopsis: In order to localize the 15 million words of highly technical content in Microsoft's Visual Studio 2005 and .NET Framework 2.0, Microsoft and Lionbridge mobilized a joint team of over 500 specialists on three continents, including translators, reviewers, engineers, testers and programmers. In completing such a demanding project, both organizations faced significant challenges, which they were able to resolve by working closely together. By early 2006, the eight localized versions were released according to plan, meeting their budget, time and quality goals. This session, co-presented by Microsoft and Lionbridge, will review the joint planning process, operational model and technological solutions, as well as the contractual framework that both companies put in place. It is our hope that other organizations may benefit from this experience and consider some of the approaches discussed for their own enterprises.

A3 Wednesday (31 May) 14.30 PERSPECTIVES

Deployment of a Translation Workflow at Fortis AG
The hybrid MT-TM translation model at work in a down-to-earth translation department in an insurance company

HOST: René Savelsbergh
SPEAKER: Anne Lafullarde, Fortis AG

Synopsis: This presentation focuses on how Fortis AG introduced a translation process management system combining machine translation (MT) and tranlsation memory (TM). It starts off with a description of the internal translation set-up prior to the current hybrid system. It then describes the challenges and objectives. The implementation started off by introducing a customized MT system. It was only after implementing the MT component that the need for a centralized TM arose. Each phase within the rollout describes the challenges and the achievements. The last component of the solution was the introduction of a workflow system enabling the integration of MT and TM. It further illustrates how MT can be a useful productivity tool in a translation production environment — sharing some productivity enhancement data.

A4 Wednesday (31 May) 16.00 PERSPECTIVES

Lost in Localization — How to Find a Happy Ending
How an internal translation department fights the same battles as many external localization agencies do every day — a practical story

HOST: Jaap van der Meer
SPEAKER: Ramona de Biasi and Stuart Brown, DaimlerChrysler

Synopsis: As both a service provider and a customer, the Language Services department of DaimlerChrysler AG finds itself in a somewhat unique position within the localization chain. So, is it twice as nice or double the trouble? We may not have to re-invent the wheel, but our situation does allow us to offer a different perspective and relate both sides of the story. This presentation looks at dealing with the challenges and opportunities of localization projects which deviate from the standard process, as well as with customer requirements which couldn’t be more diverse. One of the biggest challenges is often convincing a client of the need to localize and not just translate. From extracted texts in Excel tables to fully localizable software files, well-intended customer-own translation "aids" to state-of-the-art software technology, we get to see the good, the bad and the ugly of localization. As a service provider, we have to be able to adapt to endless process variations while still providing the same high-quality product. As a customer, we appreciate how such project diversity further increases the importance of integrated localization steps such as terminology management and translator training. In the turmoil, creating and maintaining flexible yet stable processes remain the keys to achieving our localization goals.

A5 Thursday (1 June) 9.00 PERSPECTIVES

A Pragmatic Approach to User Feedback
How do users perceive the translated software? It would be nice to know.

HOST: Ulrich Henes
SPEAKER: Elena Vilalta, Oracle

Synopsis: The ultimate goal of translation quality is to provide users with a language environment that allows them to do their job effectively and efficiently. How do we know that our language quality criteria meet this requirement?

This session will present a method used by Language Specialists at Oracle to gather both quantitative and qualitative user feedback for translated software. The Language Usability Assessment allows discussing language with software users within their working context. An added “survey” component can be used for cross-language metrics and problem identification.

Come to this session to learn how Oracle is using user feedback to change and improve its localization processes.

A6 Thursday (1 June) 10.30 PERSPECTIVES

Streamline Technical and Marketing Communications: A Case Story
Improve global collaboration across technical and marketing departments to improve consistency of communications and increase translation throughput and quality.

HOST: Kevin Bolen
SPEAKER: DeAnn David-Cougler, Giesecke & Devrient

Synopsis: Giesecke & Devrient wanted to guarantee the consistency and improve the quality of its communications across technical documentation and marketing communications. It needed a translation and terminology management solution that could be flexible enough to accommodate internal and external resources, including different agencies across different geographies. Giesecke & Devrient chose to implement an internal web-based technology for terminology management to provide collaboration between the distributed resources while accommodating the security constraints of its global information technology operation. Furthermore, the implementation of translation databases for all internal and external translation has led to consistency in translations from development and parts services to marketing and communications. This presentation will examine some of the challenges faced in bringing greater consistency to technical and marketing communications and will outline the benefits gained from a centralized deployment model applied to internal and external resources.

A7 Thursday (1 June) 12.00 PERSPECTIVES

Localization at AOL
An example of tight client-vendor integration

HOST: Jaap van der Meer
SPEAKER: Tom Gannon, Welocalize; Michael Rush, AOL Technologies

Synopsis: AOL has traditionally relied on an internal localization model with a relatively high fixed-cost component. While the company sought to reduce its localization cost and overhead, it became clear that, due to the nature of the products and operations, the classic “localization outsourcing” model with its strict boundaries between client and vendor activities and locations simply wouldn’t work.

The path to a real solution required a much closer collaboration between AOL and its localization provider. It involved a complete rethinking of the traditional distribution of tasks and led to a very tightly integrated process in which vendor resources became an integral part of AOL’s operations.

The result is a very flexible and scalable localization model that retains the advantages of the internal model but without the high fixed costs. Any delegate whose company experiences problems with the client/vendor approach commonly practiced by the localization industry will be interested in this “collaborative” alternative.

A8 Thursday (1 June) 14.30 PERSPECTIVES

Stimulating debates on hot topics in localization

Localization World Point/Counterpoints are designed to highlight and stimulate debate about hot topics in the localization industry. A moderator, who is knowledgeable and experienced in the subject, will manage a point-by-point debate between two or more panelists who focus in on what really matters to our delegates.

Localization: A Collaboration Labyrinth
How client organizations manage to streamline the collaborative localization efforts

MODERATOR: Bettina Reichart
PANEL: Ingrid Allsop, AttachmateWRQ; Eva Mueller, Rockwell Automation; Francis Tsang, Adobe; Bodo Vahldieck, Autodesk

Synopsis: Localization by nature is a very collaborative business function. It involves the product development and engineering groups, the authoring group, marketing, country organizations and many different external parties such as language service providers and subject matter experts. In this panel managers from three corporate buyers of localization discuss how they navigate between the multiple disciplines and achieve their goals of shorter time-to-market and more languages.

B1 Wednesday (31 May) 10.30 POINT/COUNTERPOINT

Vendor Management: Perspectives from the Buyer and the Supplier (GALA)
Best practices in localization supply chain management

MODERATOR: Stephen Ryan
PANEL: Arancha Caballero, TSG-Glotas; Peter Danielsson, Autodesk; Ivan Lukavsky, Moravia; Barnaby Wass,

Synopsis: The process of buying services is one of the key concepts in any service industry, and localization services are no exception. The scenario of client-vendor relationships and the perspectives of the buyer and/or the seller are typical localization industry conference topics — including at Localization World events — and are frequently addressed directly between a client and a supplier.

In this Point/Counterpoint panel discussion, we would like to extend both the theme and the perspectives to consider the more complex, varied and real-life buying/selling scenarios in our industry value chain and to focus on the increasingly important organization role of managing supplier relationships — the vendor manager.

This session is organized by GALA and is open to all attendees, clients and vendors.

B2 Wednesday (31 May) 12.00 POINT/COUNTERPOINT

The Atomic Company in the Localization Industry
Strategies for a mature market place: tailor-made localization alliances

PANEL: Teddy Bengtsson, Idea Factory; Adam Blau, Milengo; Serge Gladkoff, Logrus

Synopsis: Of the many ideas developed and tried out in the 1990s, industry collaboration has gained the most credibility and generated the most excitement in the localization industry in the 2000s. A good example of strategic alliances formed can be found within the public relations or airline industries. They use them to build to greater scale, increase their resources and services around the world and are now able to offer their clients increased service levels at a lower price by maintaining a global and unified standard maintained by all partners.

However, the example provided shows a model that is more often the exception rather than the rule. Alliances and cooperation models have become somewhat of a catch phrase often used when a larger company may collaborate with a smaller one to provide a service that their sales force has detected as missing from their service offering. Likewise, companies may have the vision and market understanding to bring their resources together into one pool, but lack a well thought-out business plan, proper financing and properly motivated and trained human capital. Such alliances bring no true benefit to the customer and bring the concept of strategic alliances into disrepute.

When built correctly, customers benefit greatly from industry collaboration and not just industry consolidation. Clients are searching for alternative solutions outside of the classical business structure that are more flexible and dynamic in nature to meet the next generation of efficiencies sought.

B3 Wednesday (31 May) 14.30 POINT/COUNTERPOINT

Industry and Academia: Learning to Work Together
Bridging the gap between translation training and market needs

MODERATOR: Clio Schils
Ilse Depraetere, University of Lille; Keiran Dunne, Kent State University

Synopsis: There is a structural gap between the demand for qualified, technologically proficient language professionals and the available supply. Universities training the next generation of language professionals have an obligation to prepare translation and language engineering students to compete using real-world tools and technology. However, university programs at this level are faced with a daunting set of challenges. These challenges embody the classic "knowledge gap" that separates the so-called "real world" from the proverbial "ivory tower." Academics and industry specialists need to establish open channels of communication designed to bridge this gap. On the one hand, academics need to draw on the experience of their colleagues in the industry and to enlist their aid in providing students with real-world experience (for example, internships and other kinds of interaction). On the other hand, there are some in academia who are working on the bleeding edge, ahead of that gap, and as such have much to offer industry in terms of best practices.

This panel of delegates from three leading translation faculties discusses the challenges and the opportunities of increased collaboration. The audience is invited to share ideas, and real projects may find their inspiration here.

B4 Wednesday (31 May) 16.00 POINT/COUNTERPOINT

There's No Such Thing as a Minor Language

MODERATOR: Andrew Joscelyne
PANEL: John Barrass, journalist; Inese Auzina, Tilde; Luc Tomasino, SDI Media

Synopsis: Time was that every localization firm could get work or every publisher could satisfy their market by being proficient in FIGS (French, Italian, German and Spanish). The advances in technology and Unicode enabling, combined with a changing world with the breakup  of the former Soviet Union and EC expansion, have created new linguistic challenges and demands.

This session will examine the phenomena through the eyes of three people totally entwined in what used to be minor languages but which are mainstream concerns. It is quite appropriate that Localization World is being held in Barcelona which is the capital of the Catalan world. John Barras, a journalist and Catalan speaker, will talk about this language's successful revival in a very honest address on Catalan. Inese Auzina is in charge of localization at Tilde, a major provide of Baltic language services. Tilde localized Office XP into all three Baltic languages for Microsoft and continues to provide expanded localization services in Baltic and other Central European languages for a variety of companies. Luc Tomasino is reponsible for all European and Middle Eastern operations for SDI Media Group, which is the world leader in dubbing movies in 50 languages and other language services and has offices worldwide.

By attending this session, you will walk away with a firm conviction that there is no such thing as a minor language.

B5 Thursday (1 June) 9.00 POINT/COUNTERPOINT

The Future of Translation Memory Technology
A discussion about the current state and innovations in translation memory technology

MODERATOR: Jost Zetzsche
PANEL: John Hodgson, Idiom; Keith Laska, SDL; István Lengyel, Kilgray

Traditional translation memory (TM) technology — non-server-based product installations for database searches on the basis of perfect and fuzzy matches — has evolved dramatically in the last few years and is continuing to evolve.

Software features that have become more commonplace include simultaneous remote connections by several translators or a stronger emphasis of workflow and management components. Other features include more advanced language processing and search algorithms, closer integration of machine translation technology and new ways to share translation memory content.

The backgrounds of the presenters and panelists for this session represent a unique range of experience that allows them to critically evaluate the current usage of TM technology and its limits, take a look at new developments and discuss upcoming developments.

B6 Thursday (1 June) 10.30 POINT/COUNTERPOINT

Selling Your Localization Company? (GALA)
The localization industry keeps consolidating. Are you ready?

MODERATOR: Vic Dickson
PANEL: Renato Beninatto, Common Sense Advisory; Daniel Carter, GALA

Synopsis: The Lionbridge and SDL purchases of BGS and Trados dramatically changed the market landscape in 2005, causing translation agencies and localization software vendors alike to think about their own growth plans, merges and acquisitions (M&A) activities, and, of course, exit strategies. That led to activity in the middle market of service providers turning over $20 million to $100 million per year. Companies like Merrill, RWS, TransPerfect, and Welocalize grew by acquiring smaller companies. What is the market now and what are the opportunities?

Against this backdrop, Renato Beninatto and Daniel Carter will cover the most frequently asked questions in the M&A market for localization companies, both by buyers and sellers:

- Valuations and price expectations
- How company owners should evaluate different strategic options
- Starting or participating in roll-ups
- Management contracts
- Consultants and investment bankers

This session is organized by GALA and is open to all vendors.

B7 Thursday (1 June) 12.00 POINT/COUNTERPOINT

Open Translation
The natural route from proprietary translation tools to open source: From peril to new hope

MODERATOR: Vic Dickson
PANEL: Frank Bergmann, ]project-open[; Dimitrios Dalossis, Sun Microsystems

Synopsis: The Peril: Today’s business model for translation tool development makes our ecosystem unhealthy. Users (service providers) are unwilling to upgrade the tools because doing so doesn't benefit them. Developers cannot sell more and have no resources to bring out new products. Without better tools, service providers cannot satisfy customers and the customers want to pay less. Then the vendors will have smaller budget for tools.

New Hope. Open source enables developers utilizing resources beyond the boundary of organization or even industry. This is particularly meaningful to the localization community because the industry suffered from the problem of “fragmentization” in developing tools, and we can use virtually none of the translation-related research and development resources outside of the localization industry.

There are success stories of open-source business, and there are several business models that can be applied in our industry. With these business models, not only traditional developers but also service providers and customers can initialize open source projects and gain economic benefits. That makes open-source-based industry collaboration possible.

This is a discussion between delegates from Sun and Hewlett-Packard about new opportunities in the market and open translation projects that they are working on. This is a practical session with an open microphone for the participants to share concerns, ideas and experiences.

B8 Thursday (1 June) 14.30 POINT/COUNTERPOINT

Hands-on solutions for localization practitioners
Localization World Praxis panels feature hands-on solutions for localization practitioners. They are more like seminars than ordinary conference sessions. Facilitators are provided to help define issues and manage these highly interactive sessions, where the delegates are as important as the presenters. PowerPoints or overheads are limited, and the concentration is on the interaction between the ideas and experiences of panelists and delegates. Delegates should leave a Praxis better informed about specific solutions to localization problems, gaining the benefits of the collective wisdom of a Praxis session.

Bridge the Gap Between Technical and Creative Communications
How the advertising and translation industries can learn from each other and work together

PANEL: Mario de Bortoli, Euro RSCG; Jesús Maroto, STAR

Synopsis: Globalization, technological progress, increased competition, new consumer expectations and budgetary limitations have changed advertising around the world. The creative and communication processes used by the majority of advertising agencies no longer satisfy the needs of brands that now engage in a two-way dialogue in the global market, particularly in the increasingly important e-marketing arena. The localization industry has a wealth of experience in the translation of software applications. In fact, the technologies and processes traditionally used in software localization, as well as the knowledge in cultural adaptation and human-computer interaction, could be very valuable to global interactive advertising agencies.

At the same time, the marketing industry has been doing international advertising campaigns for a considerable number of years. The experience accumulated in international press and television campaigns could be of use to translators working in the localization of e-marketing communications and to translation studies scholars.

This session is a first step towards building a bridge between the advertising and the translation world. Case studies will be presented as well as a theoretical model that might help advertisers localize digital marketing quickly and effectively. The aim of the session will be to engage the audience in a discussion regarding how to achieve a localization model that helps advertisers manage the right level of global consistency and locally relevant variations in their international e-marketing campaigns, thus helping them, as well as translation agencies, reduce costs and improve efficiency.

C1 Wednesday (31 May) 10.30 PRAXIS

Vendor Collaboration for Walt Disney
A case story of real cross-company collaboration

FACILITATOR: Bettina Reichart
Gordon Husbands, Wordbank; Aki Ito, Sunil Sadhwani, TOIN

Synopsis: This is a successful case story of three localization vendors from three continents that abandoned their “we-can-do-everything” attitude, acknowledged each others' strengths and weaknesses, and worked together to accomplish their mission: to complete Japanese QA on web-based educational material for Walt Disney Internet Group. In this session, the audience can learn how three vendors developed trust, worked together on estimates, put the best team together, coordinated tasks, managed customer expectations, and resolved some issues and frustrations during the course of the project. Post-mortem feedback from the client adds a perspective on this collaboration from the client perspective. The audience from the client side can learn how to collaborate a team of vendors working on your projects to lead the team through a successful project.

C2 Wednesday (31 May) 12.00 PRAXIS

Making Localization Lean and Agile
How more emphasis on the role of the translator in software localization leads to a better process

FACILITATOR: René Savelsbergh
SPEAKER: Mika Pehkonen, F-Secure

Synopsis: Localization has traditionally been very much a process based on the waterfall method where we start working on localization once we feel comfortable with the level of completeness in the mother project. Starting localization relatively late in the development cycle, however, leaves little time for some of the softer user experience-related elements in favor of the hard, easily measurable, quality requirements. The greatest stress on the product development is usually on the validation phase when the testing and bug fixing occurs. Localization traditionally adds to this by creating most of the quality feedback and bugs during these late stages.

F-Secure presents a model of moving to an agile localization process that places emphasis on the translator’s role as the expert of the culturally adapted end user experience. Audience members will learn about the impact that the new, leaner process has on localization costs, resources and quality of previous projects.

C3 Wednesday (31 May) 14.30 PRAXIS

Cross-company Project Teams
A practical approach to international collaboration

SPEAKER: Ziki Shany, Mercury

Synopsis: This presentation will describe how Mercury uses a governance tool, first to define the process and to set up all the methodological steps, rules and flows, and subsequently to control and govern the process and to have a complete picture of all the localization sub-processes with all the relevant information about completed steps, decisions and action items as well as full control and information about the coming tasks and steps.

All the different functions and people inside the company and outside the company can communicate with each other and share the same information with full transparency of the whole localization process in any stage and any decision which is taken from the beginning till the end of the localization process. This tool is used by the International Department of Mercury which employs around 30 people including three project managers, and produces translation volume of 50,000 pages per year for several languages such as Japanese, Chinese, Korean, French and German and around 200,000 strings of GUI with 5,000 screen snapshots.

C4 Wednesday (31 May) 16.00 PRAXIS

Integrating Content Management with Translation Vendors Via Web Services and SOAP

PANEL: Thomas Gray, IBM; Ian Harris, British Airways;
Simon Otter, thebigword

Synopsis: How are you sending content to your translation vendor? By e-mail? By FTP? By fax? Well, by 2010, most if not all translation services companies will host some type of Web Services to accept SOAP messages coming from content repositories. This method for systems to communicate with translation vendors is not science fiction, but part of our normal working day. It’s proven to put the control back in the hands of businesses that are struggling with methods of change detection, and project initiation — when projects are sometimes just a few new words in a file. Simon Otter and Robert Timms from thebigword, together with Thomas Gray (content management architect, IBM) and Ian Harris (British Airways) will share real-world scenarios on how thebigword and other localization service providers are integrating into their clients' content repositories to speed up the translation process and lower costs when there is a stream of continual content updates.

C5 Thursday (1 June) 9.00 PRAXIS

Personal Localization: Localize for the Individual

SPEAKER: Michael Pluke, Castle Consulting

Synopsis: With early software and internet applications, users were delighted to be offered new capabilities and accepted things that didn't always work exactly the way that they liked. Many users didn't have access to these new capabilities as they were only available to people who spoke English. Applications and services have subsequently developed along the twin paths of personalization and localization. Personalization offers users many ways to optimize application behavior and appearance to suit their individual preferences. As personalization solutions are frequently restricted to individual applications, personalizing the full user experience involves adjusting personalization settings for many applications.

This session is an introduction to activities undertaken by the European Telecommunications Standards Institute (ETSI) to identify how to satisfy the simple need that "when communicating with another person or accessing an information service, everyone wants to be able to do so in ways that are compatible with their language and cultural preferences."

Use of ETSI techniques for user-profile management and user identification together with localization techniques such as topic-oriented content management, terminology term bases and translation memories should make it possible to match any user's language and cultural requirements by the instantaneous assembly of multilingual multimedia content. This increased flexibility in meeting a user's language and cultural requirements will enhance the overall user experience. However, as well as an increase in satisfaction, the techniques being investigated could have significant safety-critical benefits if applied to domains such as the handling of emergency calls.

A very interesting session for anyone who sees challenging new ways to make localization a powerful component of highly personalized service delivery.

C6 Thursday (1 June) 10.30 PRAXIS

Standard Formats for Sharing Terminology and Translation Memories
All you ever wanted to know about the TMX and TBX standards

FACILITATOR: Donna Parrish
SPEAKER: Alan Melby, Brigham Young University

Synopsis: Working together means sharing terminology and translation memories, but how easy is this really? The best way of doing that is for everyone to use exactly the same tools (same version). But as this is not very realistic, the TBX and TMX standards come to rescue the industry from chaos and anarchy . . . to some extent. In this Praxis Alan Melby will share his extensive experience in developing and working with the standards. How well do they work and what are the pitfalls? This is a very practical discussion with concrete take-aways for everyone who is active in cross-company localization projects.

C7 Thursday (1 June) 12.00 PRAXIS

Flexible Partnerships in Medical Translation
Combining internal translation teams and outsourcing partners

PANEL: Peter Wilms van Kersbergen, Medtronic; Vladimir Reiff, Moravia Worldwide

Synopsis: Medtronic currently uses a unique translation strategy, utilizing both internal translation teams and an outsourced multilingual vendor to localize its content into a given set of languages. For others, internal translation teams are complemented by freelance translators. Medtronic’s internal translation teams are staffed at a fixed percentage of peak demand capacity, and provide translation and localization services for a set number of key target languages.

The Medtronic model is built around setting up flexible partnerships to manage a set of key target languages not covered by the internal translation teams as well as "overflow" work beyond their internal team capacity.

This strategy ensures that the Medtronic internal translation teams are always busy and eliminates the risk of idle time inherent with internal translation models. At the same time, as this joint client-supplier case study shows, a flexible partnership ensures that quality of translations is not compromised, and results in a win-win solution for client and vendor.

C8 Thursday (1 June) 14.30 PRAXIS

Closing keynote panel: Looking Back, Looking Forward

PANEL: Don DePalma, Renato Beninatto, Common Sense Advisory

Synopsis: Don DePalma and Renato Beninatto share their perspectives on the next decade of language technology, services, and best practices.

Vendor Sponsored Sessions

Lionbridge: Localization 2.0

PRESENTERS: Kevin Bolen and Dmitry Grenader

SYNOPSIS: The next evolution of the localization industry — Localization 2.0. With leaders such as IBM, Microsoft and Google positioning their products around the emerging Software-as-a-Service (SaaS) model, the localization industry must also evolve in support of this trend. Mr. Bolen will share his view on how this dramatic shift in the software industry will create a ripple effect for the localization industry — impacting both the tools we use and the business models we practice. Mr. Grenader will follow with an in-depth look at how Lionbridge is addressing these industry changes by deploying Freeway 2.0, the world's first, fully web-based language collaboration platform.

SDL International: Optimizing global information flows — enhance your brand, improve your customer's experience and shorten time-to-market

PRESENTER: Terry Lawlor

SYNOPSIS: Announcing a range of new initiatives supporting a collaborative approach to maximizing value from your multilingual information assets, including new partner solutions, new certification standards, new consulting services and new authoring, terminology and translation management technologies. and ArchiText

PRESENTERS: Hans Fenstermacher and Martha Geller

Synopsis: Hans Fenstermacher and Martha Geller, two of the most respected names in the localization industry with a combined 48 years of industry experience, will face off in a point/counterpoint format to facilitate debate over some of the most discussed and debated issues in the localization industry. What are the benefits of GMS software? Where do most business cases for localization fail? What are the benefits and drawbacks of working with smaller firms vs. larger providers? Contribute your own perspective or play devil's advocate, but whatever you do, bring an open mind.

Thursday (1 June) 8.00-8.45

PASS Engineering

PRESENTER: Florian Sachse

Synopsis: At Localization World in Barcelona, PASS Engineering GmbH will release PASSOLO 6. Take the chance to get a first impression of the new cutting-edge technologies we have implemented:

  • PASSOLO Tag Editor for most file formats
  • Powerful and robust .NET localization using the PASSOLO .NET SmartParse technology
  • Multiuser access to projects
  • Visual HTML editing
  • SRX compatible segmenter
    ... and much more.
  • Thursday (1 June) 13.00-13.45

    Alchemy Software Development Ltd.: Alchemy CATALYST 6.0 & Alchemy Layout Manager 2.0 – The new generation of localization intelligence

    PRESENTERS: Robert Martin, Tony O'Dowd

    Synopsis: Clients are universal in their mantra – they want translation and localization quicker, cheaper and with higher quality! Existing localization technologies are straining under these requirements. Localization service providers (LSPs) must operate in a highly competitive landscape, with constant pressure on their margins and continuous erosion of their prices. Traditional views on localization need to change. We need to embrace new technologies, new processes. We need to open our minds to a new type of localization intelligence and harness this to accelerate our process, without jeopardizing quality!

    Alchemy Software Development will highlight the new generation of localization intelligence and show how Alchemy CATALYST 6.0 and Alchemy Layout Manager 2.0 are eliminating the linguistic, engineering and testing bottlenecks in localizing software and content for international markets.

    We will show how, now more than ever, Alchemy’s groundbreaking technologies are evolving to meet the changing needs of translators, LSPs, engineers and localization teams, making unparalleled quality, reduced costs, and immediate return on investment a reality for all.

    PowerTranslate technology, language verification and consistency checking, visual HTML and XML, SDL TRADOS Integration, automated layouts for translated products and automating product testing and acceptance are just a few of the areas that will be explored and discussed during this presentation. Let us show you how to harness Alchemy software to add the best possible value to your business.

    Thursday (1 June) 13.45-14.30

    Preconference Day (Tuesday, 30 May) Synopses

    WS1: TAUS: Different Approaches to Machine Translation

    MODERATOR: Andrew Joscelyne, TAUS

    Synopsis: Machine translation (MT) is arriving in our daily operations as yet another productivity tool to help us lower the localization barrier for international business. MT has a long history of more than fifty years of research and development. Different schools of thought have emerged about what the best approach would be to crack the language translation problems. The dispute today is whether the "old" rule-based MT systems or the modern data-driven systems deliver the best-quality results. Within the data-driven camp, there is yet another division between statistical and example-based approaches. How relevant are these academic dilemmas for the day-to-day production in the localization industry? In this workshop participants will learn from the experts in the field. The deployment of MT will be discussed in the perspective of integration into workflows, the customization requirements and the benefits of using controlled language or style control on the authoring side. Participants will also benefit from sharing experiences with each other. See full program details here.

    WS2: TAUS: Different Approaches to Translation Workflow

    MODERATOR: Jaap van der Meer, TAUS

    Synopsis: Many translation companies and localization departments have started developing tools — varying from project tracking to terminology tools — and forums for information sharing. Some have evolved to complete workflows, including translation memory management and client portals. But the internal development of tools often proves to be more costly than originally budgeted, and it does not always bring all the benefits that were expected. Often the internally developed tools are replaced by standard tools. The many tasks in the translation office are managed with a wide range of separate and incompatible tools. Why is it that companies again and again develop their own suites of translation management software? Are there any success stories? Rather than making your own software, you could buy a ready-to-use workflow system off the shelf. What are the pros and cons of making or buying? See full program details here.

    WS3: Medical Round Table

    ROUND TABLE LEADER: Clio Schils, The Localization Institute

    Synopsis: This year's Medical Round Table will enhance the overall Localization World Barcelona Conference theme of "Working - Together" by focusing on bridging functional differences and corporate ‘silos’ through greater collaboration. This one-day special edition of the Medical Round Table will be open to clients only and and is intended for the experienced localization professionals in the medical device industry.

    We will begin the day with brief presentations of case studies about how processes currently work or don't work in their organization. After the presentations, a moderator will lead both presenters and participants through some of the positive and negative attributes of different corporate organizational forms as they apply to localization, such as the effects of mergers and acquisitions on localization management, the challenges of creating more efficient localization processes across business entities, the pros and cons of standardization in localization, challenges associated with in-country reviews, etc.

    After lunch, one of the participants representing a major medical manufacturer will present an interesting case study, showing why and how this company is planning to achieve a higher degree of efficiency in the different localization entities . Finally, we will try to apply all observations made and the educational lessons learned during this day to a set of best practices applicable to and compatible with your own specific corporate environment.

    Please register for the Medical Localization Round Table through the normal registration procedure. However, if you would like to reserve a seat (as the number of participants will be limited), please send an e-mail.

    See full Medical Localization Round Table details here.

    WS4: Introduction to Medical Localization

    Simon Andriesen, MediLingua Medical Translations
    Robert Forloine, Argos Translations
    Andres Heuberger, Foreign Exchange Translations

    Synopsis: This is a workshop for customers and (future) providers of medical localization services. During this half-day event, several issues that distinguish medical localization from "normal" localization will be discussed. How different are the localization requirements of the highly regulated medical sectors, compared with those of professional software publishers? What do quality medical translations cost? Why does medical localization seem to be more complicated than localization for other industries? Is liability really a big issue? How do pharmaceutical companies, medical-device manufacturers, biomedical companies and clinical research organizations organize their localization processes? What are their business models for QA and review cycles? Special attention is given to the issues concerning the new languages of the European Union. This workshop is setup as a general introduction as well as an in-depth information session. The presenters will share their many years of medical localization expertise, and the participants are welcome to share and exchange their experiences. This workshop was also given during three previous Localization World conferences (San Francisco, Bonn and Seattle) and had excellent reviews, both from customers and from vendors.

    WS5: Real-world Terminology Management Solutions
    Presented by The Institute of Localisation Professionals (TILP)

    Coordinator: Sue Ellen Wright, Kent State University

    Synopsis: Translation memory (TM) has established itself as the apparent silver bullet solution to quality and efficiency issues affecting translation and localization environments. The leveraging of existing translation segments goes hand in hand with single-source and controlled authoring approaches designed to provide consistency and to rationalize the utilization of existing resources. But TM can also provide an ideal platform for demonstrating the ravages of classic "Garbage In, Garbage Out" (GIGO) strategies. As more and more clients become aware of the risk that rationalization solutions can result in the proliferation of bad quality, more enterprises are recognizing the value added provided by upstream terminology management (TMM) solutions. In this context, the pressure to develop realistic best practices is great.

    TMM is like accounting: it costs time, effort and money. Terminology management systems (TMS) are either too simplistic to be valuable or too complicated to be widely useful to the uninitiated. One thing is certain: like accounting software, you don’t want to turn the electronic solution over to an inexperienced novice. Training sessions abound worldwide, and skills levels for individuals coming into those sessions tend to vary widely, posing a dilemma for conference organizers and trainers.

    On behalf of TILP, Sue Ellen Wright will address a selected set of topics relevant to real world TMM solutions, among them:

    • Which comes first, the theory or the practice?
    • How do “enlightened” translators, PMs, and even managers “sell” the notion of TMM to decision makers?
    • How does TMM fit into the broader information management spectrum, thus capturing corporate know-how and preserving corporate memory?
    • What do people need to know in order to reap the benefits of effective TMM in their enterprises and for their clients?
    • What pragmatic solutions are being adopted to streamline the complex terminology acquisition and documentation process?

    This TILP-sponsored preconference workshop is designed to address these pragmatic issues, featuring:

    • Practitioners from industry, government and research consortia presenting their methodological, logistical and database solutions;
    • Presentations of real termbases, reflecting both barebones and more complex data structures;
    • Presentations of standard software configurations and innovative customized solutions;
    • Concrete case studies demonstrating the business case for TMM.

    The overall goal of the workshop is to provide a blueprint for “selling” the process by positioning TMM within the framework of core business activity and to provide a forum in which isolated practitioners can come together to exchange ideas and benefit from each other’s innovations.

    The session will be highly interactive and hands-on. In addition to material being presented, participants will be able to "learn by doing." The session will include recent case studies prepared by the presenters. In addition, participants are highly encouraged to contribute their own case studies and their own professional experience in consultation with the session presenter.

    Start: 08.45
    Finish: 17.00

    Opening Remarks
    Session 1
    Session 2
    Lunch, Break
    Session 3
    Session 4

    Who should attend
    TILP Ask-the-Expert Sessions are aimed at localization managers, engineers and linguists directly involved in the production of localized products and services. The ability to actively participate in and contribute to the discussions is a prerequisite.

    Although this workshop does not include the classic “introduction to terminology management,” it should be useful for all levels of expertise, from those who are just beginning to think about implementing TMM to those who have mastered the basics and exchange ideas at the state-of-the-art level.

    About Ask the Experts
    TILP organizes regular Ask-the-Experts sessions where the professionals share their knowledge with TILP members. The one-day events give TILP members the opportunity to ask the world’s experts about current issues and trends in localisation. Non-members: join TILP online.

    About TILP
    The Institute of Localisation Professionals (TILP) has the primary aim to develop professional practices in localization globally. TILP is a nonprofit organization, owned by its members and is led by a Council elected at its Annual General Meeting. TILP represents the localization industry professionals and professionals active in localization-related areas.

    WS6: Advanced Localization Automation Techniques
    Presented by The Institute of Localisation Professionals (TILP)

    Tony O’Dowd (chair), Alchemy Software Development
    Sean Gains, Panda Software Technologies
    Mauricio Garza, CPSL
    Robert O’Keefe, CITRIX R&D Group
    Rob Sexstone, 3Di Information Solutions

    Synopsis: High-quality translation of software applications is crucial to the success of multinational companies. Today’s highly competitive markets require simultaneous availability of translated software. The independent software vendor (ISV) realizes that getting translated applications to international markets quickly is a key factor in growing market share and improving revenue growth opportunities. Localization service providers (LSPs) realize that if they facilitate this for their clients, they will secure future business and develop long-term, and hopefully profitable relationships with their clients.

    Everybody requires solutions that lower overall costs, reducing time-to-market and improve quality. Clients are united in their mantra of "I want it faster, cheaper and with higher quality."

    Meeting these requirements – while maintaining a thriving and profitable business – is a challenge universal to all LSPs. Throw in annual price compression which ultimately leads to margin erosion, and you wonder how successful LSPs have managed to achieve the near impossible for the clients while positively developing their business.

    This session covers both sides of the localization market. We have two of the world’s largest ISVs talk about their specific requirements for high-velocity localization fueled by ever-increasing levels of automation, and two of the most successful LSPs that have managed to adopt and thrive in this new "agile" localization environment.

    Chaired by Tony O’Dowd, this session will cover:

    • Under-the-bonnet look at how some of the largest ISVs have used automation to streamline their localization process and reach international markets faster;
    • What LSPs can do to assist their clients' automation processes and create win-win scenario for both their own business and that of their clients;
    • Guidelines on when automation makes sense and when it doesn’t;
    • Ideas and techniques used to successfully automate large and diverse localization projects and scenarios.

    At the end of the workshop, participants will have gained a thorough understanding of:

    • What to automate in a diverse and challenging localization project;
    • How to win over their client base with added value of automation;
    • Advanced automation techniques used successfully by some of the largest ISVs;
    • Real-world examples of how automation has radically changed the dynamic of LSP and ISV L10N processes.

    The session will be highly interactive and hands-on. In addition to material being presented, participants will be able to "learn by doing." The session will include recent case studies prepared by the presenters. In addition, participants are highly encouraged to contribute their own case studies and their own professional experience in consultation with the session presenter.

    Start: 08.45
    Finish: 12.00

    Welcome and Introduction to TILP – Tony O’Dowd and TILP
    Push That Button – Guidelines on selecting what to automate in the localization workflow – Tony O’Dowd
    The Automation Continuum – Robert O’Keefe. Robert will talk about automation in the localization process that has enabled CITRIX to achieve simship on every language across all platforms. (Primary focus will be on .NET in his presentation.)
    Be Agile or Die! – Robert Sexston. Robert will talk about the level of automation 3Di has achieved in its localization process on behalf of its clients.
    Automate or Evaporate! – Mauricio Garza
    Rethinking the L10N Process – Sean Gains. Sean will talk about localization efficiencies and Panda Software's use of new technology to radically overhaul its localization process.

    Who should attend
    TILP Ask-the-Expert Sessions are aimed at localization managers, engineers and linguists directly involved in the production of localized products and services. The ability to actively participate in and contribute to the discussions is a prerequisite.

    About Ask the Experts
    TILP organizes regular Ask-the-Experts sessions where the professionals share their knowledge with TILP members. The one-day events give TILP members the opportunity to ask the world’s experts about current issues and trends in localization. Non-members: join TILP online.

    About TILP
    The Institute of Localisation Professionals (TILP) has the primary aim to develop professional practices in localization globally. TILP is a nonprofit organization, owned by its members and is led by a Council elected at its Annual General Meeting. TILP represents the localization industry professionals and professionals active in localization-related areas.

    WS7: How to Master .NET Localization
    Presented by The Institute of Localisation Professionals (TILP)

    WORKSHOP LEADER: Florian Sachse, PASS Engineering

    Synopsis: In this workshop you will learn about .NET concepts related to localization. The workshop consists of presentations and exercises. We therefore strongly recommend bringing your laptop with you to the session. Exercises will be prepared by the presenter; however, participants are also invited to contribute their own example data and files.

    As a participant at this session, you will take with you the PowerPoint presentation used during the workshop, both source and binary samples files, and a tool to inspect .NET applications. This tool allows you to identify .NET-related localization problems and to evaluate localization tools which you consider using in your localization process.

    On behalf of TILP, Florian Sachse will address a selected set of topics relevant to .NET Localization, among them:

    • .NET Basic Concepts
    • Frameworks
    • Satellite Assemblies
    • References
    • Inheritance
    • Reflection
    • Font Issues
    • Obfuscation
    • Signing

    At the end of the workshop, participants will have gained a thorough understanding of .NET concepts related to localization.

    • Set-up of a .NET localization kit
    • Validation of the target files generated
    • Evaluation of localization tools

    The session will be highly interactive and hands-on. In addition to material being presented, participants will be able to "learn by doing." The session will include recent case studies prepared by the presenters. In addition, participants are highly encouraged to contribute their own case studies and their own professional experience in consultation with the session presenter.

    Start: 14.00
    Finish: 18.00

    Registration, Welcome
    .NET Basic Concepts
    .NET Advanced Concepts

    Who should attend
    TILP Ask-the-Experts Sessions are aimed at localization managers, engineers and linguists directly involved in the production of localized products and services. The ability to actively participate in and contribute to the discussions is a prerequisite.

    About Ask the Experts
    TILP organizes regular Ask-the-Experts sessions where the professionals share their knowledge with TILP members. The one-day events give TILP members the opportunity to ask the world’s experts about current issues and trends in localization. Non-members: join TILP online.

    About TILP
    The Institute of Localisation Professionals (TILP) has the primary aim to develop professional practices in localisation globally. TILP is a nonprofit organization, owned by its members and is led by a Council elected at its Annual General Meeting. TILP represents the localization industry professionals and professionals active in localization-related areas.

    GALA Meeting

    Globalization and Localization Association (GALA) will host a member meeting to focus on interaction among members as well as input on key issues for the association. The GALA meeting is for representatives from member companies only. Each member company is encouraged to send a designated spokesperson to the meeting free of charge. Lunch is not included.

    Tuesday (30 May) 13.30-17.30


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    The Globalization and Localization Association, a fully representative nonprofit international industry association for the translation, internationalization, localization and globalization industry.


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