Localization World Program Session DescriptionsPlenary Sessions
Local Language First
The translation industry traditionally is a fragmented marketplace. The culture of creativity and craftsmanship has hindered the translation industry from growing in size and relevance in pace with the mega-trend of globalization. We have been slow at adopting technology compared to other industries. However, technologies are now maturing and getting ready to deliver on market demands that are too strong to resist. Our industry is going through unprecedented changes. This time it is not about mergers and acquisitions, but about genuine innovation.
In the coming five years we will learn how to truly benefit from machine translation. We will come to terms with user-defined quality. Word-based prices will go down, but they will also disappear as the primary payment model. Language resources will be shared in public and private databases, which will serve as the motor behind streamlined terminology. Efficiency in translation will increase revenues and the translation industry will flourish as a result of new value-added services.
The banking industry has made money transfer simple and straightforward. Similarly the localization industry will turn translation into a language transfer, simple and straightforward. The key to success is a change in mindset — from protectionist to open and sharing, from defensive to innovative and discovering.
Jaap van der Meer shares his vision on market forces that have an undeniable effect on our industry and on technologies that can justifiably be described as disruptive to the way translations have always been produced. In the perspective of this turmoil he shares ideas for embracing these changes and prospering from them. Call it a roadmap for managing changes and contributing to global business infrastructures with similar success as the banking industry. Keywords: disintermediation and language intelligence.
P1 Wednesday (20 June) 8.30
Local Language First:
Companies translate into 20, sometimes 40, maximum 60 languages. Craig Barrett, Intel Board Chairman and Chairman of the United Nations Global Alliance for ICT and Development (GAID), said in an interview recently: “We have one billion users worldwide. The question is: how do we get the next billion.” The technology divide is very much a language divide. Under the theme of the conference "Local Language First," localization decision makers from global companies talk about the reasoning and the ROI behind the decision to add new languages — how are they reaching out to new markets, doing more (content translation) with less (resources) and what is the potential of industry collaboration initiatives, such as sharing terminology and language data.
P2 Wednesday (20 June) 4:45
In Discussion with …. Mark Lancaster
He keeps surprising us, first with the acquisition of TRADOS and now again with the purchase of Tridion, a content management software company. What is the master plan? Where is the industry going? Is language still important? Or is it merely a matter of operating the right software? Who makes the investments in software — the buyers or the practitioners? How will the technology impact on pricing models?
P3 Thursday (21 June) 9.00
The Joys and Pains of Growing (GALA session, open to all)
Entrepreneurs and founders of leading fast-growing companies in the localization industry debate the challenges of increasing the size of their businesses, the ecosystem at large or conquering space in a fragmented industry. Growing by acquisition or on your own strength. What are the changes and challenges in the industry today? What are the differentiators in the service offerings and what do we have in common? How do we cope with the pressure on word rates? What is the impact of technology? Will payment models change? Do customers know what they want or should "we" as the leading practitioners take control?
P4 Thursday (21 June) 16.00
Program Session Synopses
A1: A Meta-Language for Termbases
Moderator: Ulrich Henes
The speakers will present a new method (actually developed in cooperation with the University of Berlin and the University of Rome), based on a meta-language, which will enable interpreters and corporations to design, to share and to control better multilingual termbases. This method will provide interpreters and managers of termbases with a set of schemes and rules which makes it easier to verify the criteria of “meaningfulness.”The method will be illustrated with some specific examples from the area of job titles and job descriptions.
A1 Wednesday (20 June) 10.10
B1: Translation Automation 2.0 – A Shopping List
Synopsis: Significant work has been carried out in the area of translation automation in the last five years. Symantec and VistaTEC are both using Idiom WorldServer to automate their operations.
This has allowed Symantec to integrate and control the components that are part of its system for managing its document translation, which includes the integration of machine translation and enterprise content management systems.
VistaTEC has used translation automation to streamline its processes, increase production scalability and refine the management of localization services for several customers.
Using Idiom WorldServer has given both a companies a clear idea of what they need from the next generation of translation automation systems. They have a working view on what facilities a globalization management system (GMS) should provide and what features will be required in the future to meet the ever-evolving demands of publishers and service providers.
Since the phrase "Web 2.0" was first used, "2.0" has been attached to many other topics. It has come to mean many things but often "next generation" usually with an emphasis on user empowerment. This presentation will cover requirements for facilitating the implementation of "Translation Automation 2.0" within Symantec and VistaTEC. Beginning with where Symantec and VistaTEC are now: what challenges have been faced and overcome. We will briefly show what both companies are doing at present and how they are using GMSs. The presentation will then deal with what we believe is missing in making this technology even more useful to companies working in localization. We will discuss the main features we would like to see in new versions of GMSs. We will also discuss how we are working with Idiom and how customers should demand and get constant innovation from their technology providers.We are hoping that the audience will be able to add to our list of desirable features based on their experiences.
B1 Wednesday (20 June) 10.10
C1: Translation Management at PerkinElmer
Synopsis: One might assume that regulated industries are slow to change and slow to adopt new methods and technologies. “Not so,” state, Claude Lamoureux and Toni Renberg from PerkinElmer, who will share their on-going experiences of transforming the translation organization at one of the world’s leading medical-device companies. From initial vision to global execution, the audience will learn about PerkinElmer’s multilingual content management, the team’s response to accelerated production schedules, and the adoption of a translation management system.
C1 Wednesday (20 June) 10.10
A2: LSP Certification — The Provider as Partner
Synopsis: Key concepts in this presentation are SAP Language Services ecosystem and partner concept; hosted model; why and how of certification; and future outlook. Investments in partnerships are worthwhile. There are alternatives to the MLV model for global companies. The presentation will cover the following topics and themes:
B2: Translation Memory: New Advances and Future Improvements
Synopsis: Despite the industry’s desperate need to cope with larger volumes, more languages, higher quality standards and quickly decreasing delivery time frames, the use of translation memory (TM) has remained conceptually unchanged since its introduction over 20 years ago. TM remains today as ubiquitous as ever simply because it works!
A pragmatic approach to address the need for improvements necessitated by the new demands is essential. It is possible to go a long way toward fulfilling these demands by fully automating three areas inherent to TMs. Rather than introducing radically different and more elaborate methods, the current work environment can be left intact and new, innovative, multidisciplinary, cost-reducing techniques can be relegated to the background processes.
All three areas are illustrated with examples taken from actual production processes.
In the near future we should also expect more effective integration of machine translation, statistical machine translation and other natural language processing technologies with TM.
B2 Wednesday (20 June) 11.30
C2: Introduction to Localization 1: The Problem Definition
Synopsis: Four 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. This session will present an overview of why localization is a complex endeavor that requires specialized knowledge, understanding and experience. Theory will be mixed with anecdotal, true-to-life material.
C2 Wednesday (20 June) 11.30
A3: Implementing Translation Workflow in a Global Supply Chain
Moderator: Karen Combe
A3 Wednesday (20 June) 14.00
B3: Localization – The Indian Perspective
Synopsis: Only an estimated 3% of the Indian population speaks the English language, and the remaining 97% speaks one or more of the 26 official Indian languages, which have a few thousand dialects. Therefore, India is "multi-multilingual" country, much more diverse than Europe as far as the variety of languages and cultures is concerned.
This presentation highlights this diversity and its implications for the localization industry. While the diversity of India offers a great opportunity for the global localization industry, it presents great challenges to create the right kind of localization products and services for this market. The session will also outline the variety of initiatives taken up for localization by the Indian government, some of the corporate giants such as Microsoft, Google, Nokia, Yahoo, as well as sectors such as education, films, media, telecommunication and so on.
We will also discuss the current status of the localization industry in India and the type of initiatives in vogue by the government and industry to reach wider audiences through the localization of products and services. Based on the Indian socio-political, economic and demographic scenario, the session will create a perspective of the future of the Indian localization industry and some of the feasible strategies that can be adopted to make the best use of the opportunity offered by Indian diversity.
B3 Wednesday (20 June) 14.00
C3: Introduction to Localization 2: Translatable Text, Tools and Testing
Synopsis: Continuing the topics introduced in C2, the leaders will discuss how project components become readied for localization, the application of tools that localization specialists use and what to consider when designing and executing tests of localized products.
C3 Wednesday (20 June) 14.00
A4: Best Practices in Designing Computer-based Training for Localization
Synopsis: The integration of computer-based training (CBT) into corporate training programs has increased dramatically in recent years. The benefits of these internet-based and multimedia-based trainings include flexibility, convenience and cost savings. Using CBTs, companies can more readily reach internal staff and partners, as well as end users for training.Many of the features and common practices for developing single-language CBT courses present challenges for localization. These often result in increased turnaround time, cost and quality risks for the localization cycle. We will present an overview of best practices in designing CBT courses for localization, as well as common pitfalls encountered and the implications for localization quality, cost and turnaround time.
A4 Wednesday (20 June) 15.30
B4: MTM Implementation and User Scenarios
Synopsis: The word is out: machine translation (MT) and translation memory (TM) can be fully integrated. Translators will work in a fully hybrid environment in the future, and some of them already do this today. In this session we will learn from a few early adopters of what could very well be the standard operating model for the technical translation industry. Translation workflow systems connect with TM databases and with MT engines and send segments for translation to both components or either one of them. Translators receive matches from the two technologies in the same translation editor and finalize a publishable translation in a much shorter time. This panel of representatives from two companies that have implemented this innovative model and one practitioner who has been working in this mode for several years debate the pros and cons and share the best practices in "MTM" translation.
B4 Wednesday (20 June) 15.30
C4: Introduction to Localization 3: Localization Project Management
Synopsis: : Continuing the topics introduced in C2 and C3, Niederer and Goldschmidt will introduce additional concepts and then place a synthesis of all topics discussed into the context of creating and running efficient localization projects.
C4 Wednesday (20 June) 15.30
A5: Managing Translation to Get Past Language Barriers
Synopsis: Companies operating internationally and the translation agencies that serve their language needs deal with enormous amounts of source and target information. Most want to improve the amorphous and often discontinuous business processes that they use to post content in other languages. In this presentation Don DePalma presents a taxonomy of translation management solutions that will help companies achieve the promise of getting past linguistic barriers to communication and commerce. Delegates will walk away with a clear understanding of the role such systems play in an information architecture, how to evaluate them, and which approaches make the most sense.
A5 Thursday (21 June) 10.30
B5: Business Strategies for Localization Companies: Roadmap for a Unified Localization Process at a Global Company
Synopsis: Medtronic is the world leader in medical technology used to treat conditions such as diabetes, heart disease, neurological disorders and vascular illnesses. The business Cardiac Rhythm Disease Management focuses on managing the entire spectrum of cardiac rhythm disorders to improve long-term patient care. This includes implantable devices, such as pacemakers and defibrillators. A cardiologist can remotely monitor an implanted device using a programmer device. Over 80 applications are available, all in five languages.
Each of the business units had its own localization process for software (including self-built tooling) due to different architectural software styles, caused by company takeovers and cultural differences.
There was a strong demand for a unified localization process in order to, for example, promote consistencies among products from different business units and promote flexibility of sharing translations between different projects. The translation department was focusing on standard out-of-the-box solutions for localization, but unfortunately none of the solutions provided an answer for our OS/2 (non-Windows) based programmer legacy applications.
My vision is that a global company needs a standard process for localizing its materials (such as software and manuals) and translations should be available in a simple manner when new products need to be translated. This will reduce the duration of the localization cycle. Time and money saved can be invested in delivering more customer-added value, such as new languages.We found and implemented a solution using a standard tool (in a one-year time frame). The tool vendor created an add-in in order to import our legacy resources in its tool. We adapted our processes and established a roadmap on how to get to a unified localization process in our company. Per project we saved a spectacular effort on FTE, while maintaining the same quality.
B5 Thursday (21 June) 10.30
C5: Iterative and Agile Software Project Management Model Benefits in Internationalization and Localization
Synopsis: This presentation will discuss internationalization and localization in the Iterative and Agile Software project management approach to managing dynamic software development projects. The main focus will be on how to benefit from this approach from the perspective of internationalization and localization. Furthermore, it will present the impact of this approach on multilingual testing as well as on QA from the perspective of internationalization and localization readiness. It will further define the process of multilingual testing and compare multilingual testing in the classical “waterfall” model vs. the iteration-based model approach.
The presentation will describe how to benefit from the iterative approach in order to:
Leverage your MLV's capabilities by co-opting the MLV as a partner in internationalization and localization testing during the development process .
C5 Thursday (21 June) 10.30
A6: IGNITE Linguistic Infrastructure for Localisation: Language Data, Tools and Standards
Speaker: Reinhard Schäler, Localisation Research Centre
A6 Thursday (21 June) 12.00
B6: Managing Terminology as Part of the Product Life Cycle
Moderator: Sylvia Idström
B6 Thursday (21 June) 12.00
C6: Automating Quality Control
Synopsis: Measuring quality is one of the most complex tasks in the translation services industry. The introduction of tools that flag formal translation errors, such as punctuations, missing translations and wrong terms, is one step closer toward a more measurable business process. This session will compare different approaches in measuring quality and automating translation quality control. What is the state-of-the-art? Which features do we miss in the existing tools? Do the quality control tools work as well on the output of machine translation as on the output of professional translators?
C6 Thursday (21 June) 12.00
A7: Climbing the Value Chain: Offshoring Strategies for Value-added Services
Synopsis: Translation-only and localization-only companies face increasing price pressure due to commoditization, reverse auctions and loss of creative control through being at the end of the content cycle. In the scramble to anchor their future through value-added services and achieve sustainable growth, small to mid-size MLV and SLV providers have begun to explore off-shoring relationships or strategic alliances with providers in so-called low-cost countries. This praxis session features the CEOs of a successful German MLV and a well-established Indian IT and development company who will detail their implementation of a mutually beneficial joint venture, highlighting pitfalls and opportunities along the way.
A7 Thursday (21 June) 14.30
B7: EN 15038 European Standard — Practical Remarks on CertificationModerator: Donna Parrish
Speakers: Grzegorz Baster, EUTECert; Andrzej Nedoma, Jurek Nedoma, Lido-Lang
B7 Thursday (21 June) 14.30
C7: Bridging the Academic and Professional Gap in Translator Training
Synopsis: Mindful of the need for closer links between translator training and the practical and business aspects of translation as a profession and in an effort to bridge the existing gap between academic training and the demands of professional reality, the MSc in Scientific, Technical and Medical Translation with Translation Technology (MSc Trans) at Imperial College London has introduced a range of workshops that address some of the practical issues involved in launching and pursuing a successful career in translation.
C7 Thursday (21 June) 14.30
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 World Perspectives are "conventional" conference presentations. Speakers provide perspectives on various aspects of localization, usually from the customers 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.
Introduction to GALA
Companies interested in Globalization and Localization Association (GALA) membership are invited to attend this short session. GALA representatives will present details on the benefits of GALA membership, including networking, marketing and discount opportunities. GALA membership is open to any company providing translation, localization, internationalization, or globalization products or services, including tools developers, training suppliers, and consultancies.
V1: Localization 2.0; Lionbridge Technologies
Presenter: Kevin Bolen, Lionbridge Technologies
Synopsis: The next evolution of the localization industry is 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. Kevin Bolen will share his view of 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. He will follow with an in-depth look how Lionbridge is addressing these industry changes by deploying Freeway 2.0(tm) — the world's first, fully web-based language collaboration platform.
V1 Wednesday (20 June) 12.30
V2: PASSOLO 6 — Reloaded; PASS Engineering GmbH
Presenter: Florian Sachse, PASS Engineering GmbH
Synopsis: This presentation will introduce the latest features of the award-winning software localization solution of PASS Engineering GmbH. PASSOLO 6 delivers to the users new features which allow them to benefit from powerful new quality assurance checks and cut down project management time. The seamless integration into SDL TRADOS 2007 allows language service providers and corporations to significantly improve translation quality while accelerating content delivery.
V2 Wednesday (20 June) 13.15
V3: LTC Worx — No More Compromises; The Language Technology Centre
Presenter: Adriane Rinsche, The Language Technology Centre
Synopsis: Don’t miss the launch event of the new generation business system for the language industry on Thursday, 21 June, at 13.00. The Language Technology Centre (LTC) is proud to announce the launch of its brand new, web-based business system designed especially for the language industry — LTC Worx — at this year’s Localization World in Berlin. LTC has been a pioneer in the development of business systems for the language industry since the release of LTC Organiser in 1998. It was the first business system catering exclusively to the needs of the language industry. Nearly a decade of experience, research and development — as well as even more customer requirements and suggestions — has gone into the development of LTC Worx. LTC Worx will dramatically improve the way you work. It manages all your business processes (quotations, projects, invoices) just the way you want it to. Whether you localize, translate, interpret, offer consultancy or language training — LTC Worx can handle all of it. LTC would like to invite attendees of the Localization World Berlin conference to join us for an aperitif and be the first to witness the arrival of this exciting new system. The LTC team will be delighted to answer your questions.V3 Thursday (21 June) 13.00
V4: Introducing across Language Server v3.5; across Systems
Presenter: Christian Weih, across Systems
Synopsis: As the central repository for all translation resources and language-related processes, the across Language Server includes a translation memory, a terminology system and powerful tools to support the project and workflow management of translations. Project managers, translators and proofreaders all work in one system, either in-house or via seamless connection to translation service providers. Open interfaces allow for customer-specific system integration and the smooth integration of third-party systems — for example, for translation-oriented authoring assistance or to connect to software such as CMS, DMS, ERP or machine translation tools.V4 Thursday (21 June) 13.45
WS1: TAUS: Hands-on Translation Automation
Moderator: Jaap van der Meer, 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. This round table is a hands-on experience with both a rule-based and a statistical MT system. Participants will experience every step on the way to train and customize the engines, understand and discuss the metrics for quality and productivity measurement, the deployment models and the integration. The program will be run by experts in the field. The agenda for the workshop may be downloaded.
WS2: Medical Round Table
Leader: Clio Schils, The Localization Institute
Synopsis: The Medical Round Table during Localization World Berlin will highlight the overall conference theme “Local Language First.”
In Berlin, the Medical Round Table will be open to clients (all day) and vendors (afternoon only) and will focus on issues concerning localization and translation for the medical device, pharmaceutical and diagnostics sectors. The Berlin Medical Round Table will offer a number of in-depth presentations followed by discussion in which all attendees are welcome to participate.
The topics during the morning session will focus on issues of special interest to customers. Break-out sessions during the day will offer the opportunity to exchange views on the presented topics. In small groups, attendees can discuss how the observations and the lessons learned during this round table may be converted into a range of best practices that are applicable to and compatible with each attendee’s own specific corporate environment. The Medical Round Table in Berlin will address topics such as:
You are cordially invited to register for the Medical Round Table through the normal registration procedure. For the client-vendor session in the afternoon, the number of vendors will be limited and subject to a screening by the organizing committee. Vendors with long-standing experience in medical localization will be given priority to attend the round table.
Vendors who want to express their interest in participating are kindly requested to send an e-mail prior to registration.
Berlin Medical Round Table Topic Blitz: If you would like to submit a topic that you would have interest in hearing more about during the Berlin Medical Round Table, please send an e-mail to Clio Schils indicating your topic and a description of your request.
WS3: Introduction to Medical Localization
Synopsis: This workshop is intended for people who want to learn more about the practicalities of medical localization and translation: customers in the medical sector (such as medical-device and pharmaceutical companies) and providers of medical localization services. During this half-day event, several issues that distinguish medical localization from "normal" localization will be discussed:
WS4: How to Master .NET Localization
Presented by The Institute of Localisation Professionals (TILP)
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:
Who should attend
About Ask the Experts
WS5: Games Localization Round Table
Synopsis: This year's Localization World will be hosting the first round table on Game Localization, an event you cannot miss if you belong to the game developing or publishing industries.
There will be three one-hour sessions with brief presentations and in-depth discussions. These sessions will focus on:
1. The balance between creative localized versions and simultaneous shipping. (Publishers and developers only.) The challenges of meeting deadlines for sim-ships may affect localized versions, showing a lack of creativity that impinges in players' game experience. Can we find a balance?
2. How much to localize? What do gamers want? (Publishers and developers
3. How to increase developers' awareness of internationalization and localization? (Publishers, developers and localization vendors only.) Providing tailored entertainment for a multilingual community requires an internationalized core design, but planning for several natural languages can be a colossal challenge — not only culturally and linguistically, but also technically when programming. What's the key?
If you belong to a game developer company and are interested in participating in this round table, please contact Miguel Bernal directly.
WS6: Mergers and Acquisitions Uncovered: Educational
Presented and Hosted by GALA; Sponsored by Welocalize
Registration: Contact Amy Barnhart by 13 June.
Synopsis: Learn about the conditions and decisions a company faces in deciding to sell:
WS7: Practical Standards: Shaping Uniform Language Requirements for Business (GALA members only)
Presented and Hosted by GALA
Registration: Contact Amy Barnhart by 13 June.
Synopsis: The GALA Standards Committee will lead a discussion on the benefits of productive business information exchange between GALA members to uncover common interests and help them understand how sharing information and agreeing on uniform language requirements for business can improve their individual competitive edge. This roundtable will be the first in a series of productive, interactive workshops that will focus on unifying a variety of business aspects with which localization providers and buyers must deal on a daily basis, such as processes, task definitions, quality and management. Those with an interest in "raising the bar" and developing uniform business standards and practices from which our industry can profit are welcome to attend.
GALA Member Meeting
8.30 Registration and refreshments
Pre-registration is required. The member meeting is free of charge (lunch is not included; however, companies can register for lunch for 30€/person on the Localization World website).
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