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Keynote Synopses

Global Business — Risky Business?

Speaker: Dr. Norbert Walter (Deutsche Bank, Chief Economist)
Hosts:
Ulrich Henes, Donna Parrish

Synopsis: Dr. Walter will share his research and analysis of the current global economic situation and the impact on international business and globalization. He is known for his thought-provoking insights on both the financial and political implications of global economic developments. As a chief economist, Norbert loves debate, and for those who have seen him on the evening news, he is — as he says himself — like a cup of espresso: small, dark and strong.

Tuesday 09 June 08.45-09.45


Vendor-Client Panel:  “When the Going Gets Tough: The Localization Industry in Times of Economic Downturn”

Speakers: Arturo Quintero (Moravia), Paula Shannon (Lionbridge), Francis Tsang (Adobe), Iris Orriss (Microsoft)
Moderator:
Ulrich Henes

Synopsis: The difficult global economic situation has become a major feature of 2009, and the downturn has a direct impact on the translation and localization industry. Representing different views — clients, various types of suppliers, as well as geographic locations — this panel will provide unique perspectives and experiences related to the current downturn. Panelists will share how the economic downturn has affected them, what measures they have taken, what opportunities they see, what the industry as a whole could or should do, and what best practices may exist. The panel will convene mid-year, so it will serve as a checkpoint for how the industry evaluates the first half of 2009 and what is expected for the rest of the year.

Benefit: This panel will provide attendees with insights into how individual players in the industry are affected by the 2009 downturn and what this means to them as well as the industry as such. Drawing on specific experience and collected data, the panel will also offer some best practices and guidance for individual players. Attendees will be able to contrast and compare their experiences and future strategies with the panel’s findings and recommendations.

Wednesday 10 June 09.00-10.30

 

Program Session Synopses


A1: How Mercer Increased the “Speed of Business” Through Cost-efficient, In-region, On-demand Communications.

Speakers: Robert Zimlich (Kinetic), Steve Faigen (Mercer)
Moderator:
Iris Orriss

Synopsis: Mercer, the global human resources consulting leader, increased the “speed of business” through cost-efficient, in-region, on-demand communications with the help of their partner, Kinetic. As the global leader for HR and related financial advice, products and services, Mercer Human Resource Consulting has a number of internal and external audiences to satisfy, including:

  • More than 15,000 employees worldwide
  • Clients in 180 cities and 41 countries and territories

Mercer was able to standardize many disparate operations by weaving in best practices, automating workflow processes through digitization, and being globalization-ready for future challenges. The end result was increased “Speed of Business”.

Tuesday 09 June 10.15-11.15


B1: Incorporating Localization into the Software Development Life Cycle to Create a Global Expedia Website

Speaker: Lindsay Cook (Expedia)
Host:
Danica Brinton

Synopsis: Expedia has multiple brand websites around the world. This presentation will examine how localization is incorporated into the software development life cycle in order to simultaneously ship enhancements globally.

Tuesday 09 June 10.15-11.15


C1: Localization — What Is It All About?

Speakers: Daniel Goldschmidt (LocFlowTech Inc.), Richard Sikes (The Localization Institute)
Host:
Angelika Zerfass

Synopsis: This is a very practical session that anecdotally defines the business problem that localization sets out to solve. We will explore why localization is needed and will provide a high-level view of the different components of localization efforts, including how they relate to one another in terms of timing and dependency.

Benefit: Practitioners new to localization will learn the fundamental premises that define the purpose, structure, and challenges of localization efforts. The knowledge gleaned from this session will form a basis for all other sessions in this track.

Tuesday 09 June 10.15-11.15


D1: Web Portal for Company-wide Availability of Language Technology

Speaker: Sina Zimmermann (HypoVereinsbank)
Host: Renato Beninatto

Synopsis: Multilingualism is essential for all corporate communications at HypoVereinsbank, as part of the UniCredit Group. Anticipating growing translation volumes, HypoVereinsbank has opted to implement a central platform for all corporate language resources and translation processes. All 180,000 staff members of UniCredit Group will be able to access this platform via a web-based language portal. This minimizes the e-mail traffic that is normally associated with this work and significantly accelerates processes. By relieving the project manager of repetitive tasks, the web portal provides a substantial amount of added value.

Benefit: Attendees learn how enterprise-level language portals can help to streamline processes, cut time-to-market and make language technology available company-wide.

Tuesday 09 June 10.15-11.15



A2: Creating a Global Campaign

Speaker: Oliver Rosenthal (Saatchi & Saatchi)
Host: Ulrich Henes

Synopsis: The core challenge of global advertising campaigns boils down to two choices with clear advantages and disadvantages. A campaign with a unified global theme and slogan is cost-effective and builds global brand equity, but rarely allows customization for local markets. A localized campaign offers that customization, but comes with a hefty price tag and can create a fragmented brand.

Benefit: Oliver Rosenthal, managing director of the German branch of Saatchi and Saatchi, will showcase creative solutions to deal with these challenges and will present specific advice on how to create international advertisement campaigns that deliver.

Tuesday 09 June 12.00-13.00


B2: Practical Tips for Designing International Web Pages

Speaker: Richard Ishida (W3C)
Host: Ghassan Haddad

Synopsis: This presentation will look at a selection of practical issues for people who develop web pages for a multilingual audience. Topics will include the dangers of composing sentences in content using scripting, strategies for designing layout so that text expansion during translation will not destroy your efforts, and strategies for navigating localized content. We will explore some of the potential difficulties that can be encountered in these areas and devise some best practices to help you avoid them.

Benefit: If you are a designer, developer or author working on a website that may be translated or adapted for users in other countries or languages, you need to ensure that you don’t build in substantial barriers to localization. If you think that the translation vendor or the localization team can take care of things for you when the time comes, you really need to hear this talk.

Tuesday 09 June 12.00-13.00

C2: Tools and Technologies

Speaker: Angelika Zerfass (zaac)
Host:
Richard Sikes (The Localization Institute)

Synopsis: This session takes a look at several categories of software tools that are commonly used in the localization process, with an emphasis on how they are applied and how they relate to one another.

Benefit: The localization tools market is an ever-changing field. New tools appear and established tools gain new functionality. Localization professionals need to stay abreast of the current state-of-the-art in localization tools design and applicability. This session will take them there.

Tuesday 09 June 12.00-13.00


D2: Knocking Down the Barriers: A Model for Highly Collaborative Globalization

Speaker: Kerstin Bier (Sybase iAnywhere)
Host:
Iris Orriss

Synopsis: At Sybase iAnywhere, SQL Anywhere localization and documentation teams are fully integrated into engineering, blurring the lines traditionally drawn between them. Localization managers work very closely with vendors, who act more like partners. The result is highly collaborative and efficient localization processes, with higher quality, lower costs and faster time-to-market despite increasing volume. Now it's time to knock down the barriers separating us from our customers. This presentation provides an overview of how our globalization processes have developed, what they are now, and our developing plans for customer collaboration, including DocCommentXchange, our new website for viewing and commenting on our documentation.

Benefit: At the end of this session, attendees will be able to assess localization and internationalization requirements for their software development and documentation projects, including key responsibilities in engineering, localization and technical writing.

Tuesday 09 June 12.00-13.00


A3: Managing Diversity: A Global Organization

Speaker: Fiona Mullan (Microsoft Ireland)
Host:
Clio Schils

Synopsis: Managing a team of employees deployed in many countries around the globe presents huge organizational and cultural challenges. In this session the speaker will share critical insights and experiences from many years as head of a global human resource department at a major global corporation.

Tuesday 09 June 14.30-15.30


B3: Leaping the I18N Hurdle

Speakers: Corinna Kühn (mobile.international GmbH)
Host:
Paula Shannon

Synopsis: In this session, Corinna Kühn from mobile.international GmbH will show the challenges the company faced with regards to localization when they first planned launching the mobile.de platform in Romania about one year ago. She shows how the mobile.de team managed to improve their I18N setup to be well-prepared for the hurdles yet to come and hints at what is still in store. mobile.international GmbH benefitted both from the big moves — migrating their translation file format — as well as from little steps that made a difference for the cooperation between the different departments such as marketing, localization and business units.

Benefit: If you are a localization project manager or a localization manager, you might find these very practical ideas helpful and inspiring for streamlining your own localization processes.

Tuesday 09 June 14.30-15.30


C3: How Communication Management Improves Localization Management

Speaker: Isabelle Fleury (Fleury & Fleury Consultants)
Host:
Kathleen Bostick

Synopsis: Localization projects are subject to cost and time pressure and naturally involve many people with various backgrounds. Therefore, they require high management and communication skills. To support their efforts and meet all project requirements, localization managers need to develop a sophisticated communication system. This presentation shows how to structure and manage communication as a sensible and effective instrument. We will discuss how information and communication relate and outline the role of communication in people management.

Benefit: This presentation provides orientation for organizing the information flow in localization projects and establishing a respectful and constructive communication culture. It explains what project managers can do to facilitate the exchange of information and in this way maintain or develop a solution-oriented communication. At the end of this session, attendees will have a sound basis for an efficient and successful project communication.

Tuesday 09 June 14.30-15.30


D3: Making Sense of Standards: DITA and XLIFF with CMS and TMS

Speakers: Karen Combe (PTC), Peter Reynolds (TM-Global/Kilgray Translation Technologies), Johann Roturier (Symantec)
Moderator:
Melissa Biggs

Synopsis: Localization managers get masses of information — from their vendors, from media sources and from their peers in the industry. By and large, they’re aware of tools and technologies that should improve their productivity, but often they cannot determine what to do in their particular situations. This panel will discuss some of these technologies and standards and when they’re useful for what.

Benefit: The intended audience will gain familiarity with the technologies indicated in the long description and will have some criteria for making choices. This panel will include some detailed technical information (but still at a level most localization managers will understand) and will leave attendees with a list questions to ask in order to make decisions for their teams.

Tuesday 09 June 14.30-15.30


A4: Outside the Box: Crowdsourcing Inside the Fire Wall

Speaker: Donald A. DePalma (Common Sense Advisory)
Host:
Karen Combe

Synopsis: Are you intrigued by the experiences of companies such as Facebook and Sun Microsystems in getting people outside your company to build your website? At the same time, do you worry about the prospect of opening up your websites or product development to outsiders? In this presentation, Don DePalma describes how to mobilize employees to accomplish the same kinds of tasks as those undertaken in community translation – but with employees and partners. Besides accelerating development projects, companies can also benefit from increasing the amount of corporate knowledge that could be made available through internal crowdsourcing. This approach would enable employees to translate the vast amounts of information that most companies never consider paying to have translated but which could have more value elsewhere in their organizations.

Benefits:1) Increase the availability of resources for product and website development; 2) accelerate the flow of information throughout a global enterprise; and 3) raise the corporate IQ for any global organization.

Tuesday 09 June 16.00-16.30


B4: Outside the Box: Five Rules for International Expansion Success

Speaker: Danica Brinton (Linden Lab)
Host:
Lori Thicke

Synopsis: Drawing from her extensive experience in managing international products, Danica Brinton will offer battle-tested advice on how to effectively expand your product offering outside of the domestic market and how to avoid common pitfalls that can drain your budget, overextend your resources, limit your expansion and, ultimately, impede your international success and profitability. For the past 12 years, Danica has managed international business expansion, international product management and localization for consumer applications, operating systems, user experience, web search, vertical search, natural language products, MMORPG, mobile phones and mp3 players. From iPod, iTunes, iLife, Ask, and Bloglines to iPhone and Second Life, Danica thrives on leading international company initiatives for ground-breaking products: setting up business and product internationalization and organizing localization and international product launches.

Tuesday 09 June 16.00-16.30


C4: Outside the Box: The Rocky Localization Horror Show

Speakers: Peter Reynolds (TM-Global/Kilgray Translation Technologies), Richard Sikes (The Localization Institute), Angelika Zerfass (zaac), plus a stellar supporting cast of localization-damaged professionals.
Moderator:
The God of Change

Synopsis: A light-hearted role-play describing the localization process in real life.

Benefit: New localization professionals will gain insight into some of the real-world challenges that come up in typical localization projects. This session is designed to be both entertaining and informative.

Tuesday 09 June 16.00-16.30


D4: Outside the Box: Localization in 2010 and Beyond: A Varied Spectrum of Service Models

Speaker: Paula Shannon (Lionbridge)
Host:
Jaap van der Meer

Synopsis: The Localization industry is evolving. Changing technologies, new business models and maturing customer agendas are putting pressure on industry providers to move beyond a simplistic, all-inclusive, per-word pricing model. In this presentation, Paula Shannon, chief sales officer, senior vice president, and general manager at Lionbridge, will explore why it’s time for localization providers to offer differentiated service models that feature nuanced pricing levels and a range of defined quality levels. Shannon will look at alternative approaches to localization delivery — from low-volume, high-impact “trans-creation” to virtual “no cost” volunteer models — and describe why these processes are primed to reduce the cost and complexity of localization while fueling innovation.

Benefit: At the end of this session, attendees will be able to:

  • Gain insight into the spectrum of localization delivery models from high-impact “trans-creation” to “no cost” volunteer models
  • Understand the processes for each model
  • Hear examples of how these models are currently being used
  • Assess what type of content is best suited for each model
  • Understand the pros and cons of each model
  • Get tips on implementing the models successfully — what works and what doesn’t.

Tuesday 09 June 16.00-16.30


A5: Global Mega-trends

Speaker: Dr. Tobias Raffel (Roland-Berger Strategy Consultants)
Host:
Jaap van der Meer

Synopsis: Based on the "Trend Compendium 2030,” an extensive study by Roland Berger Strategy Consultants and the World Economic Forum analyzing the global trends through 2030, this session will look at how global megatrends will shape our world and discuss consequences for decision-makers in the business arena and beyond.

Tuesday 09 June 17.00-18.00


B5: Sony Professional: Website Localization on a Tight Budget, A Case Study

Speaker: Salomé López-Lavado (Sony)
Host:
Richard Ishida

Synopsis: In this session Salomé López-Lavado will explain the changes that she has implemented within Sony's processes in order to improve the speed of translation on a tight budget without compromising the quality expected from marketing-oriented text.

Benefit: This session will be of benefit to localization managers, translation team leaders and translation budget holders. It will give an insight of how Sony Professional manages its translations across Europe and how a mixture of internal and external resources, supported by a good infrastructure, can be the answer to some of the most common issues faced by translation teams.

Tuesday 09 June 17.00-18.00


C5: Collaborate, Accelerate, Innovate: Enabling a Win-Win Between Client and Vendor

Speakers: Aki Ito (TOIN Corporation), Karen Combe (PTC), Iris Orriss (Microsoft), Geoff Culbert (Lionbridge)
Moderator:
Donna Parrish

Synopsis: In this session, two pairs of client/vendor partnerships will share their direct experience working together on localization projects. Concluding the Day One track for Localization Core Competencies, session attendees will hear how the panelists cultivated their business relationships, openly identified problems they encountered, and how they overcame them. Their specific experiences will cover a range of business scenarios, from starting with a smaller vendor to retaining continuity through an acquisition to multi-year partnerships. Panelists will illustrate pitfalls to avoid, best practices to reinforce, and common pathways of collaboration between localization clients and vendors. Learn from both sides of the street as these real-world industry pairings showcase their two-way avenue to success.

Tuesday 09 June 17.00-18.00


D5: Dependent on Heroes?

Speaker: Thomas Alcantara Kliche (SAP)
Host:
Ulrich Henes

Synopsis: We all are because they make the difference. But does it mean we don’t really rely on our remaining staff? Often we need to ask ourselves whether management has provided them with the appropriate framework. When analyzing our weak spots in SAP Language Services (SLS), we found out that to solve our most critical areas we needed to clearly define roles and responsibilities in the first place. This even resulted in a radical change in the organizational structure. By applying an integrated approach, SLS is now able to execute standardized and repeatable processes throughout all types of translation projects, including regular review cycles. This presentation will outline that process management is key for increasing the organization’s flexibility, scalability and cost-efficiency.

Tuesday 09 June 17.00-18.00


A6: How to Communicate to 160 Million Users Worldwide

Speaker: René Petri (Nero)
Host:
John Terninko

Synopsis: Due to OEM business and worldwide availability, Nero products have to be deployed and distributed in a huge amount of product/language variants. With its headquarters in Karlsbad, Germany, and branches in Glendale, California, and Yokohama, Japan, the company has a global customer base including manufacturers, OEMs, distributors, trade partners and end customers. Product documentation and technical support have to meet the needs of 160 million users worldwide. Learn how Nero automated processes and established an appropriate infrastructure to take up that challenge.

Wednesday 10 June 11.00-12.00


B6: The Marriage of SEO and Localization

Speaker: Andy Atkins-Krüger (Webcertain)
Host:
Gary Muddyman

Synopsis: This presentation will look at the different factors to take into consideration when running a global website in multiple languages. It will look at the whole area of search engine optimization (SEO), considering not just language but also areas such as links and search engine compatibility and how SEO can be integrated into the whole content management process.

Benefit: The presentation will give delegates an understanding of the elements and processes involved in creating a successful global website. It will offer practical tips on how to implement a multilingual SEO approach on a website.

Wednesday 10 June 11.00-12.00


C6: Quality, Quality Control and Quality Assurance

Speakers: Dmitry Molodyk (Janus), Michal Tyszkowski (Centrum Lokalizacji), Henk Boxma (Boxma IT)
Moderator:
Andres Heuberger

Synopsis: In this panel we will discuss quality in the context of translation and localization. After defining quality, quality control (QC), and quality assurance (QA), we will explore how quality can be recognized and measured, how to manage clients' expectations surrounding quality and what aspects/elements of QC/QA can be automated.

Wednesday 10 June 11.00-12.00


D6: Challenge 2009: Aligning Global Content with Business Value

Speaker: Mary Laplante (The Gilbane Group)
Host: Fred Hollowood

Synopsis: Every conversation about worldwide business in mid-2009 takes place within the framework of economic uncertainty. As an analyst firm, Gilbane sees an important strategy being deployed within market leaders across all industries: focus on finding and serving the most profitable customers and make investments accordingly. For these organizations, speaking in the language of those customers becomes more important than ever. Multilingual communications are the conduit to multinational revenue profits and global brand recognition. Most companies acknowledge the business value of multilingual content, but many are just beginning to understand the challenges and level of effort required to realize that value in top-and-bottom-line business results. While they recognize the need to address localization and translation at the same time as they plan for authoring, content management (web and document), and multichannel publishing, they are often unsure about how to achieve this. What’s more, in striving to broaden the reach and consistency of global bands, few organizations are successfully addressing the underlying barriers that prevent management of a truly global content life cycle, let alone one that adds value to each process.

Benefit: This presentation will show delegates what they can do in 2009 to focus on customer experience, put their content globalization houses in order, and position their companies for success when economies improve. Senior analyst Mary Laplante draws on new Gilbane Group research to provide insight into what leading companies are doing today to address pain points and develop best practices for delivering and consistently increasing the value of global content. Topics include metrics for business cases, the emerging value-added role of service providers, and models for transforming global content practices within any organization.

Wednesday 10 June 11.00-12.00


A7: Success in International Sales and Marketing

Speaker: Holger Costard (Voith)
Host:
Kathleen Bostick

Synopsis: Years of leading international sales and marketing efforts for a number of European heavy equipment manufacturers have taught Holger Costard what it takes to succeed in a global business. This session will provide clear guidelines and recommendations to assist your global efforts.

Wednesday 10 June 14.00-15.00


B7: Powered by the Crowd

Speakers: Danica Brinton (Linden Lab), Ghassan Haddad (Facebook)
Host: Donna Parrish

Synopsis: The crowdsourcing of translations continues to intrigue translation professionals. It is not only the fact that crowdsourced translations are free, but that even though not linguistically trained, community translators know enough of a second language to be useful. Their lack of knowledge of syntax is over-compensated with expertise in every area of specialization. They often know the terminology and the technology better than professional translators. To harness the power of crowdsourcing and make it produce quality work that a product can be built on presents unique challenges. Danica Brinton at Second Life and Ghassan Haddad at Facebook have implemented innovative and successful strategies that allow them to localize their social networks through crowdsourcing.

Benefit: This presentation discusses some of the aspects of technology and behind-the-scenes process that contribute to the success of a crowdsourcing approach and describes some of the challenges that lie ahead. Specific topics will include:

  • Motivation behind crowdsourcing and an overview of results achieved so far
  • Description of the process and technology
  • Community involvement: motivation drivers and trends
  • Quality control

Wednesday 10 June 14.00-15.00


C7: Round Table: New Challenges in Translation

Speakers: Pascale Amozig-Bukszpan (Equal Translations), Andrejs Vasiljevs (Tilde)
Facilitators:
Daniel Goldschmidt, Richard Sikes, Angelika Zerfass

Synopsis: This will give us the chance to discuss things such as:

  • Skill sets for translators, project managers (on vendor AND client side)
  • Areas where translation is mandatory (e.g., medical devices)
  • Tools / terminology
  • Outsourcing / offshoring / crowdsourcing
  • Machine translation
  • What areas are connected with translation (terminology work in source language, product design and writing documentation with translation in mind, content management systems, rapid update cycles for online catalogues, and so on).

Wednesday 10 June 13.30-15.00


D7: Tools, Tools, Tools — No Hype

Speakers: Jaap van der Meer (TAUS), Fred Hollowood (Symantec), Gerald Salisbury (SMA Technology), Johann Haller (IAI/Universität des Saarlandes)
Moderator:
Ulrich Henes

Synopsis: For decades clients were looking for translation and localization tools and couldn’t find any beyond translation memory products. Now new tools appear practically every month, and the challenge is figuring out what they do, how useful they are, and how they differ from one another.

Benefit: We have reserved a 90-minute slot and have invited leading experts and users of common and new tools and technologies to shine the light on the current state-of-art tools. If you are into tools, don’t miss this one.

Wednesday 10 June 13.30-15.00


A8: Global Outsourcing Panel

Speakers: Monish Mishra (Wipro), Edwin Stähli (CLS Communication AG) , Esther Hüsler (Swisscom AG)
Host:
René Savelsbergh

Synopsis: The trend to outsource to near and far shores continues unabatedly. Experience has shown, however, that not everything can be successfully outsourced to just about anywhere.

Benefit: A panel of experts will share case studies and discuss best practices in this field. The panelists will provide attendees with dependable information to guide them in their outsourcing decisions.

Wednesday 10 June 15.30-16.20


B8: Multilingual SEO, SEM, PPC — Can They Be Done Successfully and If So, How?

Speakers: Andy Atkins Krüger (Webcertain), David Sowerby (Straker Software)
Host:
Gordon Husbands

Synopsis: Especially in these challenging times, every organization is desperate to top the search results page, significantly increase web traffic and as a result generate sales leads. If you are a company trying to grow or defend international business, you may be asking about the key to search success. With a constrained budget how do you stay on top of the search engine ratings in all key markets? Where should you put your money — into SEO or Adwords or just outsource it? We discuss these questions and more with some leading global e-marketing and search professionals.

Wednesday 10 June 15.30-16.20


C8: Localization Down to Earth

Speakers: Daniel Goldschmidt (LocFlowTech Inc.), Richard Sikes (The Localization Institute)
Host:
Angelika Zerfass

Synopsis: The classic waterfall localization process (client and vendor’s perspective). We will pay an in-depth visit to “big ticket” items of which clients and vendors alike need to be cognizant.

Benefit: This is a very practical session: We will place all the big localization ducks into their respective rows and provide a structure for pragmatic project management.

Wednesday 10 June 15.30-16.20


D8: Mastering Multilingual Marketing: Simplify Your Marketing Translation Complexity

Speakers: Bert Esselink (Lionbridge), Joost Meijer (Relate4u)
Moderator:
Donna Parrish

Synopsis: The presentation’s focus is a case study by Lionbridge and Relate4u who partnered to establish a marketing content translation and review process and an innovative and revolutionary application. The process introduces various changes to the traditional translation process that are more effective when dealing with highly subjective marketing content. The presentation will include a short demo of how the online XML-based application is used to translate, review and publish documents that were originally created using InDesign.

Benefit: At the end of this session, attendees will be able to:

  • Understand the latest (XML) technologies and tools for publishing printed marketing materials.
  • Understand how marketing translation processes differ from traditional translation.
  • Understand the value of an online system with exact preview capabilities.
  • Get tips and suggestions on how to speed up and enhance the marketing translation and review process.
  • Assess how new technologies could enhance and improve multilingual marketing.
  • Improve the in-country review process of translations produced externally.

Wednesday 10 June 15.30-16.20

Preconference Synopses


P1: Localization Business Round Table

Advisory Board: Aki Ito (TOIN Corporation), René Savelsbergh (Welocalize)

Synopsis: For the first time Localization World will offer a Localization Business Round Table for management and staff of localization and translation agencies. The round table is modeled after the successful Dublin Localization Summits held from 2000-2003 that dealt with the business of localization, and not localization itself. Planned are two 90-minute sessions, each with an emphasis on discussion:

  1. Yes We Can — Sales Strategies for Tough Times

    Speaker: Aki Ito (TOIN Corporation)
    Moderator: Ulrich Henes

    The Chinese symbol for crisis combines the meanings dangerous and opportunity. In this session we will discuss how to best take advantage of the opportunities while mitigating the dangers. In challenging times it makes sense to join forces and gather around the table to share experiences and learn from each other. Even though participants are likely to be competitors, past round tables have shown that the benefit of sharing far outweighs competitive issues. If you still have qualms, here is how one industry executive put it:  “I don’t mind sharing my approach and strategy, because I know that it is one thing to have a strategy and quite another thing to successfully implement it.”

  2. New Collaboration Models

    Speaker: Serge Gladkoff (Logrus International)
    Moderator: René Savelsbergh

    One benefit of the current economic situation is that it encourages or even forces us to do things differently. In this session we will explore how smaller and medium-sized companies can join forces to compete for projects that they could not do on their own.  This approach has proven itself in the construction industry, but is far less common in our industry. We will explore advantages and disadvantages of jointly competing for projects and look at what it takes to make the collaboration profitable and beneficial for everyone involved.

This round table is open to sales executives, managing directors, and owners of localization service providers. Space is limited. Please e-mail to obtain a session code for registration.

Monday 08 June 09.00-12.00


P2: Medical Localization Round Table
Session is for both clients and vendors

Speaker: Richard Korn (St. Jude Medical), Véronique Özkaya (Moravia)
Moderator:
Clio Schils

Synopsis: As far as translation and localization are concerned, the life sciences sector can be distinguished from other types of industry due to its very specific set of requirements. For our next Medical Localization Round Table in Berlin, a representative group of life science clients and medical translation vendors will jointly discuss a number of topics that are relevant to their operation: how to develop request for proposals that yield cost savings and quality improvements; how to measurably improve translation quality; how to face your localization challenges in tough economic times; In particular, we will address the following challenges:

  1. Doing more with less / How do we economize without compromising quality?
  2. How do you manage multiple vendors with a limited localization team on the life sciences client side?
  3. How do the clients work effectively with more than one vendor?
  4. How do vendors work effectively with one another when they're hired by the same client?
  5. How do life sciences RFPs differ from other RFPs?
  6. What tools do you use to collaborate effectively? Which tools work well or do not work well in the RFP process?
  7. How do you review RFPs effectively? Blind / double-blind assessments?
  8. Currency conversions -- How do we successfully integrate?

Open discussions and break-out sessions will allow for a diverse and open exchange of view points, ideas and current practices.

All attendees will be experienced medical localization experts, and therefore the level of the discussions is generally very high. Viewpoints are shared, solutions proposed and best practices defined. Attendees of previous round tables include delegations from Siemens Healthcare, Caridian BCT, Roche Diagnostics, Medtronic, St. Jude Medical and Boston Scientific.

Benefits to Attendees

  • High-level exchange of ideas with fellow localization experts
  • Practical tips and tricks for specific aspects within medical localization
  • Liaise with medical localization market leaders

Advisory board:

Richard Korn: St. Jude Medical
Inna Geller: Medtronic
Jennifer Perkins: Boston Scientific
Kimberly Riley: Shire
Simon Andriesen: Medilingua Translations
Andres Heuberger: ForeignExchange Translations

Monday 08 June 09.00-12.00


P3: Game Localization Round Table

Speakers: Danica M. Brinton (Linden Lab), Simone Crosignani (Binari Sonori), Shamus Dermody (Alchemy), Sandra Lienenbröker (Electronic Arts), Florian Sachse (SDL Passolo)
Moderator:
Miguel Á. Bernal-Merino

Provide your input and help shape this round table, complete our online survey.

Synopsis: This full-day round table will consist of several distinct sessions presented by experts in games 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 leveled group of participants. The day will end with an open discussion based on information and questions from the day's presentations.

Games Round Table Addendum:
Time
Topics
09.00-09.50

Brave New (Virtual) World: Internationalization of and in Second Life: As the internet becomes a part of modern life, and multinational brands grow savvy on its potential, it seems clear that every company can find at least one area where they can actively involve community in a variety of ways: localization, international content editorial, new-user mentoring in different languages, content creation, instructional video creation, blog translation, wiki translation, community or fan gateways, localization beta testing, etc. Is it true that engaging users in a way they feel ownership of a product may produce a class of brand advocates that no marketing campaign could ever achieve?
Speaker: Danica M. Brinton (Linden Lab)

10.00-10.50

Visual localization tools for translators and testers. The game industry utilizes a great variety of tool packages to improve and speed up the development of video games: motion-capture tools, audio tools, animation tools, and so on. Yet many game localization professionals are still waiting to see a tool that will allow them to translate within the highly graphic environment of video games. Such a tool would allow translators and localizers to work better and faster since they would have access to most of the contextual information from the game engine itself, minimizing the need for constant feedback from the development team. As a result, translation professionals could focus their attention on linguistic and stylistic quality, reducing the time-consuming and costly testing cycles. How can the game industry benefit from the lessons learned in the localization industry about visual localization tools?
Speaker: Shamus Dermody (Alchemy)

11.00-11.50

Visual localization tools for translators and testers. The game industry utilizes a great variety of tool packages to improve and speed up the development of video games: motion-capture tools, audio tools, animation tools, and so on. Yet many game localization professionals are still waiting to see a tool that will allow them to translate within the highly graphic environment of video games. Such a tool would allow translators and localizers to work better and faster since they would have access to most of the contextual information from the game engine itself, minimizing the need for constant feedback from the development team. As a result, translation professionals could focus their attention on linguistic and stylistic quality, reducing the time-consuming and costly testing cycles. How can the game industry benefit from the lessons learned in the localization industry about visual localization tools?
Speaker: Florian Sachse (SDL Passolo)

12.00-13.30 LUNCH BREAK
13.30-14.20

Content security: how can we get developers to share more information that is useful to localization? Secrecy is often used by game developers and publishers in order to generate the right amount of interest in the weeks leading to a game’s launch. This marketing strategy is in many cases unavoidable in order to have a worthy return on investment, since video games tend to have rather short lifespan. Yet localization companies working to create a localized version that is as good and fun to play as the original cannot fulfill their role to the best standard if they are not provided with all the information relevant to the game they are localizing. What would be the best way to guarantee code security and the flow of textual, audio and video assets?
Speaker: Sandra Lienenbröker (Electronic Arts)

14.30-15.50

How to benefit from press and gamers' feedback? Like it or loathe it, today’s hyper-communication possibilities allow everybody with an opinion to express it in whatever way he or she deems appropriate. There is undoubtedly a great deal of blind criticism, but there are some game reviews in all countries that do cover localization (especially when it wasn’t as good as expected). This type of feedback could be utilized to improve the localization of future games. There are also gamer communities who take a constructive and industrious approach and create patches with, what in their eyes is, an “improved” version of the official localization. But even if we agree that part of this information would be useful to the game and the localization industry in theory, its collection and evaluation do not seem to be a cost-effective process worth building into current practice. How can we channel this information to improve gamer experience through good localization?
Speaker: Simone Crosignani (Binari Sonori)

15.50-16.50

Ensuring quality in every step. Everybody aspires to the best quality in the localization of their games, but when time is short and budgets are tight, it is too easy to stray away from the quality path and take a shortcut to hit sim-ship deadlines. Gathering the best professionals, putting the right QA processes in place, investing in the right tools for each task, and building quality in general into every step of the way seem like obvious things to suggest, but it is not so simple or clear cut when there are multiple subdivisions of teams working simultaneously in different languages and time zones. How can we actually create and manage this idealistic plan to cater for the ever-growing game industry?
Speaker: Miguel Á. Bernal-Merino

Open floor, conclusions and future developements.

Monday 08 June 09.00-12.00, 13.30-17.00


P4: Medical Localization Workshop: Readability Testing & Usability Testing

Speakers: Simon Andriesen (MediLingua Medical Translations), Dr. Brigitte Herrmann (Siemens AG)
Moderator:
Clio Schils

Synopsis: In medical translation, it is not always sufficient to just perform the usual proofreading and QA steps. Certain sectors of the medical world have developed very specific methods to make sure that translated documents are high-quality. Different methods have been defined to test patient information for medicines (readability testing) and medical devices (usability testing). Apart from this, the world of medical research has adopted a yet again completely different set of QA methods, which are hardly used in any other sector, such as cognitive debriefing and back translations. During this workshop all these methods are described in a lot of detail, and participants take home lessons that could be implemented in their work environment or that have broadened their horizons.

  1. Usability testing of user documentation for medical devices.

    • Legal background
          - The Medical Devices Directive
          - The QA role (or lack thereof) of the Notified Body
    • How is usability testing organized at Siemens Healthcare
    • How is usability testing performed
    • How is usability measured
    • What are the benefits/results (such as identified errors vs. test participants)
          - Users in different areas/locales seem to need different functionality
    • How can other industry sectors benefit from this methodology

  2. Readability testing of patient information leaflets for medicines
    • Legal background
          - EU legal requirement since 2005 for new medicines or revised leaflets
    • How should readability testing be done
          - Recent developments in thinking
    • The new (January 2009) EU Readability Guideline
          - How different is it compared to the 1998 version
    • How is readability measured and when is a document enough
    • How to report the results of readability testing so that authorities will accept them
    • How should the authorities assess the test results
    • Can these methods still be used even without a legal obligation to do readability testing
    • How can other industry sectors benefit from this methodology

  3. Quality assessment of translated documents used in clinical trials
    • Introduction to clinical trial documents, such as Informed Consent Forms (ICFs) and Patient Reported Outcomes forms (PROs)
    • How to translate these into, for example, African languages
    • What are the very specific translation procedures by organizations such as EORTC, EuroQol, IQOLA and are these really followed
    • How is usability and acceptability measured
    • Outcome: a questionnaire that is OK for German or Russia may be unacceptable for Zimbabwe or Burkina Faso.
    • How can other industry sectors benefit from this methodology

Monday 08 June 13.30-17.00


P5: TAUS: Translation Automation Round Table

Moderator: Jaap van der Meer

Synopsis: Half a century of machine translation (MT) history is known for its debates and disputes about the most effective way of cracking the problem of automatic language translation. It is only since the technology started finding its way into more and more day-to-day applications that the academic factions seem to be fading way. As opposed to researchers, commercial users are more interested in the most practical sense of what does and does not work. Dogmas are replaced by pragmatic practices. Statistical, example-based or rule-based — the latest generation of MT engines combines different flavors, and the engines start to perform better.

This TAUS Translation Automation Round Table will feature different approaches to MT with contributions from both language service providers and corporate users who have started deploying MT. Participants in this round table will learn about the opportunities and barriers to using MT in localization for user manuals, service literature, knowledge bases and other applications. Discussions will focus on some of the key questions for anyone considering making MT part of his or her production infrastructure. What does it cost? How can I measure and benchmark the quality of output and the productivity of my post-editors? How can I best train and customize my engines? What does it cost me to maintain the system? Will there be more and better MT engines coming on the market? How difficult is it to develop an MT engine?

Monday 08 June 09.00-12.00


P6: Localisation4all: Shifting the Mainstream Localization Paradigm

Moderator: Reinhard Schäler (Localisation Research Centre — LRC)

Synopsis: The LRC invites you to this second workshop in a series that aims to shape the Localisation4all initiative. This edition of the workshop will focus on the organizational aspects of the initiative. Localisation4all aims to open up localization to all who want to make digital content available in the languages and cultural preferences of the people of the world. The initiative started at the LRC, University of Limerick, in February 2008 and addresses issues around the localization decision, ownership, technology and training. An overview of the need to change the current localization paradigm was given by Reinhard Schäler at Localization World Seattle (Out of the ordinary, Oct 2007) and followed up at Localization World Berlin (It’s only natural, June 2008) and a workshop at Localization World Madison in October 2008. The LRC is a leading partner in the Centre for Next Generation Localisation (CNGL), a major research initiative of the Irish Government. To discuss and advance our efforts, the LRC invites all interested parties to join us at this workshop. The workshop will be moderated by Reinhard Schäler. Registration is required, but free of charge. Supported by the CNGL.

Monday 08 June 09.00-12.00


P7: TAUS Data Association: The Language Data Exchange Portal

Speakers: Jaap van der Meer (TAUS), Adam Blau (milengo), Kerstin Bier (Sybase iAnywhere), Manuel Herranz (Pangeanic)
Moderator:
Jaap van der Meer

Synopsis: TAUS Data Association (TDA) is a nonprofit member-driven organization aimed at the sharing of language data. The organization was founded in June 2008 by 47 organizations that funded the development of the TM sharing, data pooling and language search services on the web-based platform. TDA is set up to host billions of words in many language pairs and from all public and industry domains. Membership is open to every stakeholder — from large institutional and commercial buyers to all providers of services and technologies and individual translators and universities. The language search service is open and available to the general public. The benefits of the TDA platform depend on the type of usage and user. Buyers of translation will look at TDA as a way to improve the translation technology, train and customize MT systems, and translate more content in more languages. Providers of services will look at TDA as a way to increase productivity, innovate their business and streamline terminology. TDA works closely with service and technology providers to ensure a seamless integration of the platform with existing offerings of tools and services. In this half-day workshop Jaap van der Meer will present TDA, demonstrate release 1 of the TDA platform, discuss the use scenarios, the impacts on the industry and service innovation.

Monday 08 June 13.30-17.00


P8: Introduction to Localization

Speakers: Daniel Goldschmidt (LocFlow Tech Inc.), Richard Sikes (The Localization Institute), Angelika Zerfaß (zaac)

Synopsis: The workshop is meant for anyone who is new to the theory and task set of localization.  During the three-hour event, we will traverse through the world inhabited by localization professionals: what software localization is, its importance and challenges, the basics for setting localization processes, and more. Although the workshop is set up as a general introduction, it is a practical one. We will follow the localization of a sample application, seeing how various tools are applied for pseudo-localization and localization-readiness testing, creation and application of translation memory, iterative builds of the source language code, and final multilingual product completion. This material will not be covered in the main conference Introduction to Localization sessions. Additionally, we will include a section on how to choose the appropriate translation tool for your individual situation (also not covered in the main conference).

Monday 08 June 13.30-17.00


P9: Globalsight User Meeting

Moderator: Gary Prioste

Synopsis: Since January 2009, a new player has emerged in the enterprise Translation Management System (TMS) market — GlobalSight, the open-source TMS. Over 600 language industry professionals have downloaded the product to test its merits as a low-risk, open-source alternative to proprietary TMS software for managing, translating and delivering global business content. The GlobalSight community is growing at an average rate of 34% each month, which includes language service providers, corporate clients, translators, technology providers and developers. The GlobalSight User Meeting provides a forum for all participants to leverage the collective experience and best-practices of the community. This half-day workshop will address maintenance and support plans to ensure the ongoing development and processes for contributing source code in an open concurrent versions system environment. The User Meeting will also highlight community-wide achievements, from successful launches or pilots, quick installation tips, new capabilities via the web services API, and best-practices for implementing and mapping an open-source TMS to your global content value chain. Attendance is free and open to all community members and interested parties.

Monday 08 June 13.30-17.00


P10: Introduction to Medical Localization

Speakers: Simon Andriesen (MediLingua Medical Translations), Andres Heuberger (ForeignExchange Translations)

Synopsis: This workshop is a half-day (morning only) workshop about the various aspects of medical localization. It is open both to people who are relatively new to medical localization and to experienced representatives of the medical localization sector. Topics include regulatory requirements, types of work, and quality requirements. During this session several issues that distinguish medical localization from “normal” localization will be discussed. The workshop leaders will share their many years of medical localization expertise, and participants are welcome to discuss their experiences. 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. Several issues that distinguish medical localization from ‘normal’ localization will be discussed:

  • How specific are the localization requirements of the highly regulated medical sectors, and are they much different compared to those of, for example, business software publishers?
  • What are the language implications of the various European laws concerning medical devices and medicines?
  • Why does medical localization seem to be more complicated than localization for other industries?
  • What does it take for vendors to produce quality medical translations?
  • And how do pharmaceutical companies, medical-device manufacturers; biomedical companies and clinical research organizations handle their localization and quality assurance processes?

Benefit: During the workshop, questions such as the following will be discussed: Why do we have to translate? What do we translate? Who are the customers? Who does the work? What quality levels are required? How do vendors manage high quality? What can customers do to assess the quality? The workshop is set up as a general introduction as well as an in-depth information session. The workshop leaders will share their many years of medical localization expertise, and participants are welcome to share and exchange their experiences. This workshop was given during several earlier Localization World conferences in Europe, North America, and in Asia, and had excellent reviews, both from customers and from vendors.

Monday 08 June 09.00-12.00

 
   
   
 
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