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  Program Description

Keynote Synopses

K1: FUTUREWISE — Six Faces of Global Change and Five Key Innovation Trends

Speaker: Patrick Dixon (Global Change, Ltd.)

Synopsis: The FUTURE is spelled: Fast, Urban, Tribal, Universal, Radical and Ethical. Tribalism will be the most powerful social force for the next few decades and will shape every global business. At the same time watch out for a step-change in: CONNECTIONS — multiple relationships with customers and with each other, in an increasingly mobile world; CONVERGENCE — multiple capabilities within the same teams and products; CROWDS — trusted groups of total strangers solving problems (open innovation) or giving each other advice; CLOUDS — mega-shift from local to global intelligence; CONTROLS — making it all work safely. What it all means for your strategy and personal leadership. Take hold of your FUTURE — or the future will take hold of you.

K2: Multilingual Touchpoints and The Consumer Decision Journey*

Panelists: Calijn Roeters van Lennep (KLM), Tim Young (Cisco Systems Inc.)
Moderator: Paula Shannon

Synopsis: Our keynote session will discuss recently published research on how consumers are moving outside the classic purchasing funnel and changing the way they discover, evaluate and buy products.  We will look at the shift to consumer driven marketing and the growth of user-generated content as well as the shift from 'publishing time' to 'human time'.  Panelists from two firms, Cisco and KLM, will focus on this evolution and explore how they are innovating the way they manage and deliver multilingual content in response.

In a recent McKinsey Quarterly Journal, it was observed that, "...profound change is that outreach of consumers to marketers has become dramatically more important than marketers’ outreach to consumers. Marketing used to be driven by companies “pushed” on consumers through traditional advertising, direct marketing, sponsorships, and other channels. At each point in the funnel, as consumers whittled down their brand options, marketers would attempt to sway their decisions. This imprecise approach often failed to reach the right consumers at the right time. In today’s decision journey, consumer-driven marketing is increasingly important as customers seize control of the process and actively “pull” information helpful to them."

Brand consideration is being influenced by collective intelligence, user-generated content, reviews, and blogs. Kevin Kelly, Wired Magazine columnist and writer, said, "I go looking, searching, asking, questioning, reacting to data, leaping-in, constructing notes, bookmarks, a trail, a start of making something mine. I don't wait."

"Since the dawn of the commercial Web, technology has eclipsed content. The new business model is to try to let the content — the product, as it were — eclipse the technology." Michael Wolff, contributing editor for Wired Magazine.  

McKinsey agrees, "Digital marketing has long promised this kind of targeting. Now we finally have the tools to make it more accurate and to manage it cost effectively. The epicenter of consumer driven marketing is the Internet, crucial during the active-evaluation phase as consumers seek information, reviews, and recommendations. Strong performance at this point in the decision journey requires a mind-set shift from buying media to developing properties that attract consumers: digital assets such as Web sites about products, programs to foster word-of-mouth, and systems that customize advertising by viewing the context and the consumer."

Your multilingual content strategy just took centre stage!

*The McKinsey Quarterly
(Court, Elzinga, Mulder, and Vetvik)


Program Session Synopses

A1: Global City(Ville) of 100 Million

Speaker: Danica Brinton (Zynga Inc.)
Host: Miguel Á. Bernal-Merino

Synopsis: CityVille is a social game phenomenon. It launched in December and it already boasts well over 20 million daily users — 51% are coming through localization into just seven languages. The largest Facebook app to date, CityVille owes much of its success to international audiences. Leading the charge on Zynga International, Danica will use the CityVille case study to outline how strategically and tactically she drives the global growth.

A2: SAP’s 360° Approach to Web Localization

Speakers: Rashmi Schaefers (SAP), Hajo von Kracht (SAP)
Host: Ulrich Henes

Synopsis: SAP's goal to establish a web channel in 70+ countries brings a new set of requirements to the localization engagement model. How to build compelling local websites that attract and engage visitors in diverse business cultures around the world — yet still maintain consistent global branding with syndicated content? SAP has developed an innovative approach to web localization that integrates roll-in, roll-out and localization governance into a continuous 360° process that supports online local fulfillment of volume business goals. This presentation will demonstrate how localization can be a strategic driver for your corporate business objectives.

A3: Global Marketing Communications: Bringing Order to Chaos

Panelists: Meritxell Guitart (Hogarth Worldwide Ltd./Beyond Worldwide Ltd.), Sophie Hurst (SDL), Amanda Lordan (Philips Consumer Lifestyle )
Moderator: Mary Laplante

Synopsis: Globalization and localization are two sides of the same business coin. While globalization know-how is critical to success, so, too, are the corollary capabilities for delivering consistent localized content to worldwide audiences. This is especially true for marketing communications. Brands must resonate worldwide, but in the age of digital engagement, messages have to click with individuals, not just markets or classes of buyers.

New research from Outsell’s Gilbane Services reveals that formal practices for creating, managing and delivering multilingual marketing communications are still in the formative phase. They are just taking shape. They are far less mature than practices for technical and product content and are often disconnected within their own marketing organizations. In this panel discussion, global communications managers and experts highlight the challenges of formalizing practices and processes that drive audience engagement, share their experiences with bringing order to the chaos of multilingual marketing communications and discuss the outcomes of their own initiatives.

A4: Beyond Marketing: Driving Brand Integrity and Market Share Across Cultures, Languages and Locales

Speakers: Mark Flanagan (VistaTEC Ltd.), Salvatore Giammarresi (Yahoo!, Inc.)
Host: Ulrich Henes

Synopsis: How do you successfully create a global branding strategy that crosses language, cultural and business divides while navigating in-country approval all the while managing the content updates and ‘translation’ elements in ever decreasing time frames? Attendees will learn how they can contribute more effectively to the branding success across markets for their host companies and the elements they need to consider beyond marketing translation.

A5: Selling in America

Speaker: Renato Beninatto (Selling-in-America, Inc.)
Host: John Terninko

Synopsis: The United States (US) is still the biggest economy in the world. It is the biggest buyer of products and services. It is the nirvana for any company that wants to become a real player in its industry. To put this in context, China — the second largest economy — is about one third of the US economy. The American economy is bigger than the gross domestic product of the next three economies combined: China, Japan and Germany. Selling in the US is a science. Many foreign companies fail to penetrate the US market because they are not aware of the unspoken and unwritten rules. With the right strategy and a good implementation plan, success is possible and even likely, in spite of the quality or nature of your product. This presentation provides direction for those who want to start selling in America.

A6: International User Outreach and Prerelease Program at Adobe Systems

Speakers: Darin Goble (Moravia Worldwide), Iouri Tchernoousko (Adobe Systems Incorporated)
Host: Kathleen Bostick

Synopsis: This presentation will describe the efforts of Adobe Systems’ globalization team in its direct outreach to international customers. International quality aspects expected in our multiple markets are difficult to perfect without direct input from users. Taking advantage of its own technology, emerging communication tools and the global user base, Adobe’s globalization team conducted beta programs to improve the localization and world-readiness quality of our products. The presentation will specify outreach methodology, the technology behind the program, interactions between users and product teams and the processing of results leading to improvements of development and production processes and ultimately the quality of overall offerings.

A7: Innovation Bottom Up

Speakers: Fred Hollowood (Symantec), Martin Roche (Symantec)
Host: Lori Thicke

Synopsis: A review of Symantec’s in-house innovation program which has been running in its localization division for the last two years. The program has sought to compliment the top down approach commonly deployed in IT companies with a "bottom up" innovation approach that reaps benefit at the grass roots. The scheme leverages the enthusiasm and energy of the grass roots inventors, rather than working with staff as implementers of "management" ideas. Motivation, rewards and process will be covered in the presentation.

B1: Challenges in Localization

Speaker: Lutz Niederer (eBay Inc.)
Host: Donna Parrish

Synopsis: At eBay we have been localizing into many languages for more than ten years. When we first started localizing we did not know much about localization. However, over the past ten years we managed to build an outstanding localization department that now provides localization services for 18 languages and counting. Hear about the challenges we faced.

B4: Case Study: The Value of In-context Translations at Roche

Speakers: Henk Boxma (RIGI Localization Solutions), Kristin Dittrich-Kahl (Roche)
Host: Daniel Goldschmidt

Synopsis: Roche Diagnostics is one of the leading manufacturers of analysis equipment for laboratories worldwide. Roche developed their next generation software architecture to satisfy business drivers such as cost reduction through reuse and harmonization throughout Roche products. The applications must be localized into various languages. Using an innovative technology, we managed to extend the architecture within a short time frame so that translators are able to translate the software strings in a WYSIWYG environment. We will compare this with the old process and quantify what the value of context is for the overall localization process

B5: Intel’s Innovative Integration of CMS with TMS

Speaker: Lew Tarnopol (Intel Corporation)
Host: Donna Parrish

Synopsis: When Intel adopted a new content management system (CMS), the localization team needed the same level of efficiency and cost-savings as had been gained with their previous CMS. The challenge led to creation of the Intel translation service, a CMS to translation memory system (TMS) integration providing enhanced features that met or exceeded the current localization requirements. This presentation describes those requirements and features, providing insight into why they were needed and the benefits they provide. Topics include aggregation and the role of metadata, challenges faced when integrating a CMS with TMS, user-interface examples and feature descriptions such as creating schema sets, job scheduling, automatic change detection, geo designation, reports and more.

B6: Localization on a Budget — Pains of a Startup Going Global

Speaker: Michael Näf (Doodle)
Host: Angelika Zerfaß

Synopsis: With more than nine million monthly users, Doodle is a Swiss startup with a global ambition and traction. As a Swiss company, hence starting in a small multilingual market, the service was soon confronted with localization issues. On the other hand, Doodle does not have an extensive budget for localization. This talk will discuss a number of pain points Doodle encountered with regard to localization and how we tried to tackle them, such as user interface localization: translations, date and time formats, and time zones; payment: currencies, exchange, taxes, payment methods and payment processing; market characteristics: the importance of different players and price levels; market penetration: working with freelancers; quality: maintenance time slot and measuring response times per country; mentality: the differences with regard to web design and an affinity to Doodle. Note that the talk will not present, and we don't consider our solutions to be, best practice but rather working practice.

B7: Lessons Learned in Globalizing a Corporate Website

Speakers: Guillermo Corea (Ciena Corporation), Julio Leal (Ciena Corporation)
Host: Daniel Goldschmidt

Synopsis: A detailed case study of the steps and lessons learned to globalize a business-to-business corporate website. This presentation will give an overview of the process used to build out the global websites with the objective of expanding the company’s brand internationally. Learn how they structured the overall project, selected translation vendors, evaluated translation management systems, cleaned up content on the website and so on.

B8: FLAVIUS: An Innovative Platform to Allow Translation and Indexing 
of Internet Sites

Speaker: Marine Villebrun (Reverso-Softissimo)

Synopsis: FLAVIUS is an innovative platform, funded by the European Commission, that allows translation and indexing of internet sites. Most of the content on the internet is not read by users who browse in other languages. A German user is unlikely to find French providers while searching collectibles, furniture or comments on restaurants even if this content is available and could benefit from instant translation. FLAVIUS provides an end-to-end solution for webmasters to allow them to get their content translated and indexed in other languages with a variety of options. This presentation will show how this platform can ease the process of indexing a website in other languages and increase reach and audience. FLAVIUS combines tools from worldwide leaders in their domain — speller, translation, translation memory and dictionaries.

C1: Interoperability Standards in the Localization Industry — Status Today and Opportunities for the Future

Speaker: Sukumar Munshi (Across Systems GmbH)
Host: Daniel Goldschmidt

Synopsis: Interoperability and related standards are topics still frequently and controversially discussed. While standards such as TMX and TBX are established within the industry, others are rated differently and not that widely implemented. This presentation is covering the current status of interoperability in the localization and translation industry, historical development, understanding of interoperability, related business requirements, effects on delivery models, interoperability between tools, open standards, current challenges and opportunities for the future.

C2: Web-based In-country Review Solution — Client/Supplier Best Practices

Speakers: Melanie Ehrlich (Siemens AG, Industry Sector), Brigitte Herrmann (Siemens AG, Healthcare Sector), Michael Oettli (OmniLingua Germany GmbH)
Host: Clio Schils

Synopsis: For medical device documentation, Siemens uses “in-country-reviews” as a mandatory workflow step to be performed before official release of the documentation to customers. In-country reviewers are product experts (product managers, application specialists and physicians) who check the product documentation in their native language against the English source documentation. An expert team consisting of Siemens localization project managers and the software development team of OmniLingua Germany GmbH developed a special web-based solution for “in-country-reviews” that significantly reduces review cycles, ensures incorporation of review changes and improves management of the review process.

C4: Integrating Open-source Solutions in your Processes

Speakers: Stefan Pries (Andrä AG), Yves Savourel (ENLASO)
Host: Donna Parrish

Synopsis: Open source tools and technologies for the localization industry are better today than ever before, having grown into larger, better-funded and truly collaborative development projects. However, awareness of these tools and technologies in the translation industry is far behind the level of quality and functionality that they offer. This session looks at a variety of open-source tools that are available, spanning from file processing to translation memory management, localization workflow, quality-check, machine translation and beyond. Explore, through concrete demonstrations, how they can be successfully integrated to improve your enterprise-level localization processes.

C5: Top Three Things to Master in a Localization Strategy — People, Process and Technology

Speakers: Yvan Hennecart (SDL), Victor Luk (Research In Motion Limited)
Host: Mary Laplante

Synopsis: This presentation will provide insights into the top three things to master within a localization strategy — people, process and technology. It will showcase a successful implementation of this strategy.

C6: Case Study: Collaborative Translation Quality Program

Speakers: Alex Lik (Biosense Webster, Ltd., Israel), David Sommer (Net-Translators)
Host: Richard Korn

Synopsis: The presentation will detail how, when Net-Translators and Biosense Webster Inc., Israel (a Johnson & Johnson company), faced a quality measurement and review challenge, they overcame the obstacles and, together, planned and implemented an effective and innovative symbiotic quality program that included an on-going quality assurance and control process on the vendor side along with a different approach to localization management and unusually professionalized in-country review program on the client side. The presenters will share highlights of the program and will also demonstrate how metrics were collected and analyzed as well as showing the impact on the overall goals.

C7: A Merger in Action: the Arancho Doc Story

Speakers: Roberto Ganzerli (Arancho Doc/ELIA), Klaus Haase (Arancho Doc)
Host: John Terninko

Synopsis: The slogan of ELIA is "Get together, grow together!" This session will feature a love story with a happy ending between two ELIA members that succeeded in putting the association's slogan into practice. Two of the principal architects of a merger between two member companies will present and discuss the reasons why they decided to merge, and the trials and tribulations involved in actually bringing the two companies together.

C8: Successfully Managing Localization Teams: It’s the People, Stupid!

Speakers: Richard Sikes (MultiCorpora), Eñaut Urrestarazu Aizpurua (International Technical Translations, Inc.)
Host: Daniel Goldschmidt

Synopsis: Many sessions address localization strategy, processes and technology. However, too little attention is given to the people who make up the localization team. This round table focuses on the people in the equation and what it takes to maintain a common vision: to establish mutual trust and to achieve clear communications notwithstanding different team member expectations and communication barriers such as geographic location, cultural differences and language. Join us in this round table discussion to share your success stories, bring your issues and learn from others.

D1: Translator Productivity Increase at CA

Speaker: Patricia Paladini Adell (CA Technologies)
Host: Beat Buchmann

Synopsis: This presentation describes the strategy followed by CA Technologies to increase translator productivity and reduce localization costs. This strategy is based on three pillars: implementation of machine translation plus human post-editing for user interface and documentation, standardization of automatic translation quality assurance on translated files and deployment of an internal system to measure translator productivity and total cost of product localization. The fully loaded per word cost, including translation, testing and management costs at CA Technologies has decreased significantly from 2005 to 2010. Total translated word count has doubled and translator productivity has increased dramatically.

D2: Blurring the Boundaries Between Localization and User Experience

Speaker: Oleksandr Pysaryuk (Research In Motion Limited)
Host: Richard Sikes

Synopsis: This presentation gives an overview of how the Research In Motion (RIM) localization team builds partnerships to innovate. The localization team defines what it means to deliver a localized BlackBerry product. But more than just that, localization is becoming a facilitator of collaboration, influence and support across groups like user engagement and user experience teams who research customers’ expectations, designers and developers who build the core, carrier service providers and consumer users whose decision and perception drives business. Boundaries are blurring at the physical level — we collaborate to provide the global customers with the experience they are looking for. Boundaries are also blurring at the conceptual level — localization enhances the user experience.

D3: Bridging the Gap Between the Client and Language Service Provider!

Panelists: Beat Buchmann (Credit Suisse Group AG), Rocío Cava Tortsa (SeproTec), Kristin Dittrich-Kahl (Roche), Roberto Ganzerli (Arancho Doc/ELIA), Allan Hall (SDL), Iris Orriss (Microsoft)
Moderator: Karen Combe

Synopsis: We will be expecting active participation from the audience and panelists about the circumstances that can cause “gaps” between clients and language service providers (LSPs) and measures to take to resolve them. The best element of this session will be the spontaneity and honesty that will arise from a straightforward dialog between the clients and LSPs. This will lend them to openly express the real issues and allow genuine feedback and solutions to their issues.

D4: Changing Roles – Corporate Language Services Revisited

Speaker: Beat Buchmann (Credit Suisse Group AG)
Host: Anne-Marie Colliander Lind

Synopsis: From traditional corporate language services to in-house translation agency, from translator to quality assuror — this session will showcase the successful adoption and implementation of a lean industrial engineering approach to translation, sourcing semi-finished products externally and providing the finishing by internal specialists while paying more than lip service to holistic quality assurance along the entire value creation chain.

D5: When Localization Goes on the Roads Less Traveled

Speakers: María Azqueta Arizcun (SeproTec), Marta Bonet (Grupo Santillana)
Host: Angelika Zerfaß

Synopsis: Santillana is the leading textbook and general-interest publishing group in Spain and Latin America. When they needed to localize a set of educational multimedia materials from Castilian into all of the other languages spoken in Spain, plus English, they turned to SeproTec. In a very unusual project, Santillana and SeproTec not only had to manage all of the typical localization tasks for multimedia materials (overcoming standard challenges such as translating written materials, engineering multimedia applications and recording audio in the studio), but also had to take on the unique job of creating new tunes, making rhymes with translated texts and completely revamping quizzes.

D6: Localization By the Numbers

Speaker: Pedro Gomez (Microsoft)
Host: Mark Flanagan

Synopsis: Microsoft Office is expanding its international online presence on MSDN and TechNet. The focus on content discoverability and data analysis has allowed this organization to concentrate on customer needs and impact rather than internal measures such as budgets and costs. This presentation discusses how Microsoft Office combines business intelligence, smart engineering and targeted human translation to maximize their international audience reach and satisfaction in an efficient manner that promotes content awareness and a positive brand image. Attendees will learn about the processes, tools and metrics that the team uses to identify and address international content gaps as well as some of the challenges that they have faced managing their localization portfolio this way.

D7: Online Bidding

Speakers: Renato Beninatto (Selling-in-America, Inc.), Derick Fajardo (Nuance Communications, Inc.), Jason Rodriguez (Ford Motor Company)
Host: Michael Cárdenas

Synopsis: Find out the benefits and drawbacks of online bidding from each stakeholders perspective. From the auction company managing the process, to the company purchasing localization, to the localization company and let’s not forget the freelance translators.

D8: A Translation Services Survival Study: How to Produce and Edit a Source Document While Simultaneously Translating It into 21 Languages

Speakers: María Azqueta Arizcun (SeproTec), Cécile Hulet (EU Commission), Loredana Sementini (Applica )
Moderator: María Azqueta Arizcun

Synopsis: Every three years, the European Commission (EC) produces a report on economic, social and territorial cohesion that needs to be translated into all official languages of the EU. For the most recent report, the global translation company, SeproTec, worked together with Applica to edit and produce the original report in English while simultaneously translating, editing and revising it into all EU languages. To deliver a seamless service experience to the EC, this unique project required robust project management and commitment to achieving a very tight and demanding, almost real-time schedule. Find out how these companies survived the challenges of time, technology and talent.

E1: Buy-Side Colloquium: How to Make the Case for Localization — and Win Every Time

Speakers: Nataly Kelly (Common Sense Advisory), Rebecca Ray (Common Sense Advisory)

Synopsis: The business case for localization is simple in theory: “Make our products and services available in more languages, and we’ll sell more of them!”  Yet, localization managers often find themselves struggling to make a clear, concise case for why localization matters to their company.  Have you been put on the spot when asked to “sell” your higher-ups on the importance of localization?  This colloquium was designed for every manager who’s ever found themselves stammering in the boardroom, hoping to clearly articulate a business case, but ending up talking about translation memory re-use and average price per word instead.  Common Sense Advisory will present case studies from companies that have tried – and failed – to sell localization upstream.  Analysts will also present findings from the firm’s latest research on localization maturity, including its Localization Maturity Model – Revision 2.0.  Attendees will receive 5 killer slides that will help them make a stronger argument for localization activities at their companies.

Open to language service buyers only. Space is limited, please contact us to reserve your seat.

E2: Buy-Side Colloquium: How to Make the Case for Localization – and Win Every Time

Speakers: Nataly Kelly (Common Sense Advisory), Rebecca Ray (Common Sense Advisory)

Synopsis: The business case for localization is simple in theory: “Make our products and services available in more languages, and we’ll sell more of them!”  Yet, localization managers often find themselves struggling to make a clear, concise case for why localization matters to their company.  Have you been put on the spot when asked to “sell” your higher-ups on the importance of localization?  This colloquium was designed for every manager who’s ever found themselves stammering in the boardroom, hoping to clearly articulate a business case, but ending up talking about translation memory re-use and average price per word instead.  Common Sense Advisory will present case studies from companies that have tried – and failed – to sell localization upstream.  Analysts will also present findings from the firm’s latest research on localization maturity, including its Localization Maturity Model – Revision 2.0.  Attendees will receive 5 killer slides that will help them make a stronger argument for localization activities at their companies.

Open to language service buyers only. Space is limited, please contact us to reserve your seat.

E3: Standards. We Know Where We’ve Been, But Where Are We Going?

Panelists: Hans Fenstermacher (Translations.com/TransPerfect/GALA), David Filip (LRC/CNGL), Patrick Guillemin (ETSI), Jaap van der Meer (TAUS)
Moderator: Donna Parrish

Synopsis: With the demise of LISA, standards in the localization/translation industry are currently in a state of flux. LISA has released its current standards to the European Telecommunications Standards Institute (ETSI) for hosting and maintenance. But there are critical activities necessary for the adoption, promotion, enforcement, enhancement and auditing of standards to ensure their utility and worth. We have more questions than answers, and an assortment of organizations offering their services, each qualified to perform one or more tasks. Come to this session to hear these organizations’ representatives discuss where this will all lead. Bring your questions! Hopefully, we will all leave with some answers.

E4: No Longer Just a Face in the Crowd: What Every LSP Needs to Know about Community Translation

Speakers: Nataly Kelly (Common Sense Advisory), Rebecca Ray (Common Sense Advisory)

Synopsis: Have you been resisting crowdsourced translation? Or, are you integrating it into your service offerings?  Large organizations are harnessing the linguistic talent of online user communities, whether language service providers (LSPs) like it or not. Contrary to the beliefs of many, crowdsourced translation is not a passing trend.  As the practice has evolved over the past few years, clear models are beginning to emerge  How can translation and localization providers take advantage of this new method of delivering translation? Based on a review of 104 crowdsourced translation platforms, Common Sense Advisory will present the most common methods of implementation, along with examples of the most frequently encountered models. LSP participants will also learn the 12 ways they can create new revenue streams from crowdsourced translation, along with other ways they can benefit from this practice by embracing instead of fighting it.

E5: TAUS 2011 Series of MT Debates

Speakers: Wayne Bourland (Dell), Stephen Holmes (Sajan), Salim Roukos (IBM Corporation), Saroj K. Vohra (IBM Corporation), Smith Yewell (Welocalize)
Moderator: Jaap van der Meer

Synopsis: TAUS opens a discussion platform at the TAUS Forums and Localization World conferences in Barcelona (June) and Silicon Valley (October) about the state of machine translation (MT) technology in the translation industry, supplemented by a virtual conference on 7 July 2011 by Proz.com. The panels will always consist of two delegates from each of the stakeholder groups: buyers and providers of services (agencies and translators) and the MT developers. The specific topics and questions are:

1. How does MT fit in the localization value chain? (process)
2. How is MT being paid for and what are the risks and opportunities for each stakeholder? (business)
3. Will MT lead to disruptive innovation in the translation industry? (strategic)

The first of this series of discussions will take place at the TAUS Executive Forum on 9-10 June 2011, to be continued at Localization World on 16 June 2011.

E6: The Value of Post Editing — IBM Case Study

Speakers: Alex Martínez Corriá (IBM Spain), Salim Roukos (IBM Corporation), Saroj K. Vohra (IBM Corporation), Jian-Ming Xu (IBM Corporation)
Moderator: Jaap van der Meer

Synopsis: In 2010, IBM performed pilots using machine translation (MT) post editing in order to evaluate the return on investment of using MT services within its existing localization value chain. Specifically, the pilots measured over 8.6 million words using live projects and used business analytics to evaluate the productivity effect of the MT services on translators. The presentation will detail IBM's experience with MT post editing using n.Fluent MT services and include the process and services that were integrated into the existing IBM localization value chain. The presentation will cover the methods used to measure productivity — the analytical methods used to evaluate over one million events and results. The presentation will show the impact of MT services in terms of cost, quality and timelines to the existing localization services across four languages and a varied set of projects. We believe this to be one of the most extensive analyses on the value of MT that we have seen and we hope it will help the industry define a standard business model for integration of MT services.

E7: MT Experiences at IBM, Sony Europe and Sybase

Speakers: Kerstin Bier (Sybase Inc.), Manuel Herranz (Pangeanic), Stephen Holmes (Sajan), Fausto Prastaro (Sony Professional Solutions Europe ), Saroj K. Vohra (IBM Corporation), Elia Yuste (Pangeanic)
Host: Jaap van der Meer

Synopsis: Three different user cases of machine translation (MT) prove that there is value for every stakeholder in the process: from the large global corporate user to the small language service provider. In this one hour session, we will hear short presentations focusing on the business case: costs and benefits for customer and vendor; process: integration and training hurdles; and strategies and plans going forward. The presentations will clarify the pros and cons of internal or outsourced MT professional services. At the end of the session there will be time for questions and discussion.

E8: The LSPs and Machine Translation: Why Not Treat MT as TM?

Speakers: David Canek (MemSource Technologies), Torben Dahl Jensen (Translation House of Scandinavia/Oversætterhuset)
Host: Donna Parrish

Synopsis: MemSource Technologies has come up with a novel approach to machine translation (MT) discount dilemmas. It introduces a simple, yet very accurate assessment of MT quality. In a sense, MT matches are treated much like translation memory (TM) matches: when their quality is high, there is a substantial discount on their translation; when their quality is low, the translator is paid the full rate. Because of this, MT deployments get much easier and, above all, the resulting savings can be established in an accurate, fair and transparent way.


Preconference Synopses

Life Sciences Round Table

P1: Life Sciences Business Round Table (Begins Monday afternoon at 2:30)

Speakers: Simon Andriesen (MediLingua Translations), Andrew Bredenkamp (Acrolinx), Melanie Ehrlich (Siemens AG, Industry Sector), Brigitte Herrmann (Siemens AG, Healthcare Sector), Richard Korn (St. Jude Medical), Sandra La Brasca (ForeignExchange Translations), Alex Lik (Biosense Webster, Ltd., Israel), Maarten Milder (Medtronic), Uwe Muegge (MedL10N), Michael Oettli (OmniLingua Germany GmbH), Véronique Özkaya (Moravia Worldwide), David Sommer (Net-Translators)
Moderator: Clio Schils

Synopsis: In the world of translation and localization, the life sciences sector is different from any other industry because of the unique and specific nature of its requirements. With regulations changing on a continual basis, a premium is placed on quality above all else. For our next Life Sciences Business Round Table, we are delighted to offer a stellar one and a half day program with a particular focus on the challenges of medical device localization. In collaboration with the Life Sciences Advisory Board, we have identified five key areas of focus. These topics include the different processes, variety of requirements and challenges at work in the industry today. Life Sciences professionals, clients and vendors will be presenting and sharing with you their thoughts and experience in the realm of:

Doing More With Less: Create Effective RFPs
Technological Innovation
Cross-Cultural Interaction
Quality Enhancement Tools
Web-based In-country Review Solution – Client/Supplier Best Practices

Click here for more information.

We welcome clients and vendors, as well as life science professionals from other disciplines — procurement, software engineering, life sciences consultancy. However, vendor participation will be limited and subject to screening. If you would like to participate in the round table, please contact Clio Schils or Richard Korn to obtain a session code to register. Includes dinner Monday night. An additional dinner ticket may be purchased for your spouse, partner or travel companion. Contact Bonnie Hagan regarding this.

Games Localization Round Table

P2: The 9th Game Localization Round Table

Speakers: Víctor Alonso Lion (Pink Noise), Danica Brinton (Zynga Inc.), Jonida Dule (Ash Gaming Ltd), Solja Kuningas (Babel Media Ltd.), Jacqui Roberts (Ash Gaming Ltd), Matteo Scarabelli (GLOC.it), Janaina Wittner (WhP)
Host: Miguel Á. Bernal-Merino

Synopsis: This full-day round table consists of several distinct sessions presented by experts in game localization. This round table series is open to clients (game developers and game publishers) and to qualifying vendors (game localization specialists). We aim to provide the best possible venue to enable a fruitful and balanced debate, so we will do our best to maintain a balanced group of participants. The day will end with an open discussion based on information and questions from the day's presentations.

Click here for more information.

Space for this session is limited. Please e-mail Miguel Bernal to obtain a session code to register.

P3: Beyond Marketing: Driving Brand Integrity and Market Share Across Cultures, Languages and Locales

Speakers: Salvatore Giammarresi (Yahoo!, Inc.), Meritxell Guitart (Hogarth Worldwide Ltd./Beyond Worldwide Ltd.), Fred Hollowood (Symantec), Gráinne Maycock (VistaTEC Ltd.), Rashmi Schaefers (SAP)
Moderator: Ulrich Henes

Synopsis: How do you successfully create a global branding strategy that crosses language, cultural and business divides while navigating in-country approval all the while managing the content updates and ‘translation’ elements in ever decreasing time frames? Attendees will learn how they can contribute more effectively to the branding success across markets for their host companies and the elements they need to consider beyond marketing translation.

What is it you wish to communicate with your brand and how can you be sure that this is what is experienced following release in a new language or market? The program will cover various aspects of global brand management — the business challenges, the language challenges and the skill sets of those tasked with managing brand elements and best practices.

Please click here for more information.

P4: Best Practices for Post Editing

Speakers: Rahzeb Choudhury (TAUS), Sharon O'Brien (School of Applied Language and Intercultural Studies)
Host: Jaap van der Meer

Synopsis: This half-day workshop provides a broad overview of the topic of post editing machine translation (MT) output, a growth area requiring new skill sets and outlook in the industry. It provides good practice guidelines, outlining the types of issues to anticipate. We will consider the post editing task from the point of view of the translator and review examples of output, considering how they can be edited and how feedback can be provided to improve future MT engine output. The post editing user interface will also be considered as well as productivity, quality, costing, skill sets and training. The workshop will also cover some of the most recent research and developments on post editing. The workshop is aimed at managers with beginner or intermediate experience in projects that involve machine translation. The guidelines provided in the workshop are based on insights gathered from TAUS members, experts in the field and research carried out at the Centre for Next Generation Localisation, Ireland.

If you are a member of TAUS, please contact us for your discount code.

P5: How to Implement Open Source MT Solutions

Speakers: Rahzeb Choudhury (TAUS), Achim Ruopp (Consultant)
Host: Jaap van der Meer

Synopsis: This half-day workshop will equip you with the know-how to make informed decisions about how to implement open source machine translation solutions with a focus on the Moses system. It covers the full cycle from data preparation to retuning your engine to integration with your localization workflow.

If you are a member of TAUS, please contact us for your discount code.

P6: Introduction to Localization

Speakers: Daniel Goldschmidt (Microsoft), Richard Sikes (MultiCorpora), Angelika Zerfaß (zaac)

Synopsis: Three highly experienced industry experts will illuminate the basics of localization for session participants over the course of three one-hour blocks. This instruction is particularly oriented to participants who are new to localization. Participants will gain a broad overview of the localization task set, issues and tools. Subjects covered will be fundamental problems that localization addresses, components of localization projects, localization tools and localization project management. There will also be time for questions and answers plus the opportunity to take individual questions offline with the presenters.

P7: GlobalSight Community Forum

Speaker: Derek Coffey (Welocalize)

Synopsis: Since the launch of the open-source translation management system in January 2009, the community has grown considerably. It now consists of over 4,000 community members. And there have been over 7,000 software downloads to-date! Current GlobalSight users range from software developers, localization specialists and IT managers, to technical writers, project managers, translators and language service providers. The GlobalSight Community Meeting provides a forum for everyone to leverage the collective experience and best practices of the community.

P8: Localization Sales and Marketing

Panelists: Anne-Marie Colliander Lind (Inkrease), Melissa Gillespie (Common Sense Advisory), George Gombas (CustomerCentric Selling® Europe ), Jessica Rathke (Localisation Sales & Marketing)
Moderator: Renato Beninatto

Synopsis: Bring your sales and marketing challenges to this panel of experts and listen to their suggestions and potential solutions, LIVE! It will be an open consulting platform with experts in sales, sales management, sales training, marketing and public relations. Ask something, learn something, share something and take a lot home to act upon.

P9: Future LSP Business Models and the Role of Across

Speaker: Sukumar Munshi (Across Systems GmbH)

Synopsis: The work of language service providers has undergone fundamental changes, many of which were driven by technological innovations. Currently, this ongoing process is characterized by discussions focusing on developments like crowdsourcing and the growing acceptance of machine translations. At this half-day partner event, exclusively for LSPs, we want to examine the changed framework conditions with you and discuss how Across Systems can contribute to the business models of the future.

P10: TILP Workshop: Mastering Microsoft .NET Localization

Speaker: Florian Sachse (SDL Passolo GmbH)

Synopsis: The localization of applications based on Microsoft .NET WinForms is a challenge for localizers but also for the providers of localization tools. In this workshop we will share with you what we have learned over the past ten years about .NET localization. Developers will learn how they can support the localization process and about new internationalization pitfalls. Localization engineers will learn how to track down issues when the localization process is about to break and how tools like Regate’s Reflector or the free demo version SDL Passolo can help. This will be an interactive session so attendees should come prepared with a notebook and their own files they want to use in learning about .NET localization.

More information and registration can be found here.

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