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Innovating Localization Business Models

The special focus of Localization World Berlin 2008 is the localization business model. Buying and selling translation are still done on the basis of word counts. Word rates are adjusted regularly, but the business model has not changed since the early days of the translation market. According to a recent market survey by TAUS, close to 65% of the respondents believe that this volume-based pricing model is out of date. It undermines the objectives of efficiency improvement, service innovation and quality optimization. They think it is time for the translation industry to establish a new business model.

In Berlin, Localization World will open a cross-industry dialogue about innovating business models in the localization industry. The industry is challenged with increased automation and the development of new services. Translation is becoming an embedded feature in new applications such as knowledge base, customer support, intranets and search. In this rapidly changing environment we may need to reconsider the way we conduct our business on a daily basis. Are there lessons we can learn from other professional service industries? Who should take ownership of translation automation? The client or the service provider? Should language data — translation memories — be shared on an industry-wide basis, openly or in a controlled manner? We welcome user cases, good practices and panel discussions around this theme of localization business models.

About Localization World
International product and marketing managers from high-technology, automotive, medical, financial, and manufacturing and service industries attend Localization World conferences to
• meet language service and technology providers
• network with peers from other companies and industries
• enhance their knowledge of the latest industry developments

The conferences facilitate the exchange of valuable information and help validate new approaches in language and translation services and technologies by offering a transparent and objective meeting environment based on three components:
• industry-focused knowledge tracks to promote professional development
• innovative and dynamic networking for peer-to-peer communication
• exhibit space for vendors to showcase the latest industry developments

Localization World conferences enable companies to accelerate their international business through easy access to valuable information, knowledge and resources for crossing language and cultural barriers.

Areas of interest
Localization World conferences cover the following areas of interest:
Geographies. The number of languages supported by business and government is growing. Localization World conferences are scheduled on five continents and to reach out to users around the world. In these conferences, we look forward to hearing about the challenges and opportunities of new language markets.

Translation automation. Technology plays an ever greater role in the language industry. At every conference, we are learning about new tools. The pace of innovation is likely to accelerate with the demand for faster and real-time translation. We will stay close to these developments and invite technology companies — as well as corporate and government users — to bring forward their localization applications for debate and demonstration.

Business models. Historically, translation has been part of a documentation/publishing process. As information and software are moved online, companies find themselves challenged to publish continuously. Instead of being released once a year or quarterly, information is updated on the hour. As a result, business models in the localization industry are changing. Translation has become a feature in other business applications — such as content management and customer support system — or local language support has become a “button” on intranets and extranets. The evolution of these business models will be an important focus of Localization World conferences.

Localization processes. Besides the economic and management aspects related to changing business models, there are technical issues related to the process and workflow of localization. Localization World invites practitioners to present case studies and best practices and share new insights into localization.

Standards. Innovation and automation are impossible without a common platform for standardization and integration. Localization World will lead the way, by keeping track of efforts to create and develop standards for the exchange and sharing of language data and the integration of technology components and supply chains.

Vertical industries. Localization is evolving from business software to every aspect of daily life that includes information technology. At Localization World, we welcome perspectives and insights from the life sciences, financial, industry automation, legal, hospitality, media and information technology, as well as other industries.

Session Formats
Perspectives. These are one-hour "lecture style" presentations from users and customers of translation and localization products and services. Submissions should be for a single presenter with a non-technical focus on some aspect of the conference theme.

Point/Counterpoint. These are one-hour panels organized around points of interest in the translation and localization community. Submissions for full Point/Counterpoint sessions should include a moderator who organizes, manages and controls the session, and at least two panelists who are willing and able to debate the relevant issues in a lively way. Alternatively, you may submit an idea for a Point/Counterpoint session, and the Localization World program committee will help you convene an appropriate group of participants. Point/Counterpoint panels are open to suppliers, customers, users, consultants, analysts and other experts.

Praxis. These are more "educationally" focused panels, often covering technical topics, that are intended to give conference delegates useful, hands-on content that can contribute in a concrete way to improvements in translation and localization practice. Submissions for full Praxis sessions should include a facilitator who organizes and structures the panel and at least two panelists with specialist or expert knowledge that can be communicated to delegates in a one-hour workshop-type format. Occasionally, at the discretion of the program committee, Praxis sessions may be open to a single presenter, while still maintaining the "workshop" format. Alternatively, you may submit an idea for a Praxis session, and the Localization World program committee will help you find others who can work with you to construct a good Praxis session. Praxis panels are open to suppliers, customers, users, consultants, analysts and other experts.

Program Committee
Melissa Biggs, Sun Microsystems
Joseph Dengler, Linguanet
Kathleen Bostick, Lionbridge
Daniel Goldschmidt, Google
Nic McMahon, Jonckers Translation and Engineering
John Papaioannou, Bentley Systems
Bettina Reichart, Oracle
Peter Reynolds, GALA, TM-Global/ MAart
Michael Sank, GALA
Kirsten Sutton, Business Objects

 
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