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  Program Description

Keynote Synopses

Everyware: The Dawning Age of Ubiquitous Computing
Speaker: Adam Greenfield

Synopsis: Four years after its publication, Adam Greenfield returns to the world of ubiquitous computing technology he described in his Everyware. From biochipped bodies to networked bathtubs to building-sized screens, which of the advances he saw on the horizon have come to pass and which haven't? In our world of iPads running Facebook, is the rubric "ubiquitous computing" still relevant? And where do we go from here? This fast-paced, nontechnical look at the recent history and near future of pervasive technology will offer some provocative answers.

Tuesday, 8.45, 8 June 2010


Program Session Synopses

A1: From Sartorial to Sneakers: Managing a Brand Worldwide

Speaker: Rupert Ball-Greene (Puma)
Host: Karen Combe

Synopsis: The presentation will primarily focus on Rupert Ball-Greene’s time with Lacoste. He will also draw on experiences from the other brands with which he has worked. The presentation will deal with what to expect when moving a brand from a luxury audience to a mass audience; how to modernize a brand; how to position and/or reposition a brand in domestic and export markets; and the hurdles of taking a brand worldwide and how to overcome them.

Tuesday, 8 June, 10.15-11.15

A2: Global Social Media — The Language Factor

Speaker: Kathleen Bostick (Lionbridge)
Host: Véronique Özkaya

Synopsis: In this presentation, Kathleen Bostick, vice president of global marketing at Lionbridge, will present her research in global social media that will include a case study on the Lionbridge global social media survey. She will describe the lessons learned in developing a survey in 20+ languages and using social media — including blogs, Twitter, LinkedIn, Facebook and e-mail — to distribute it. She will also take a look at the language factor and how companies are addressing it (or not) in their social media outreach, providing new insight as to how the world is using social media.

Tuesday, 8 June, 12.00-13.00

A4: Internationalization of Small and Medium Sized Enterprises (SME)

Speaker: Christopher Stehr (Karlshochschule International University)
Host: Ulrich Henes

Synopsis: Entrepreneurial globalization and a globalization strategy of a small and medium-sized enterprise (SME) are more than just export. Some SMEs reach their limits in this process of an entrepreneurial globalization that needs activities’ steps beyond the previous internationalization of businesses. The aim of the presentation is to show how German SMEs manage the process of internationalization. In this case the research will show the most successful strategies for SMEs. Also, the main problems for SME in the process of internationalization are considered. The methodology and scientific content evolved are based on an online-survey.

Tuesday, 8 June, 16.30-17.30

A5: Selling Across Borders

Starring: Partners in Business — Clients and Vendors
Co-starring: You
Executive Producer
: Clio Schils

Plot: In international business, we apply multiple selling methodologies, techniques and tools in order to sell our product, globalize our business and become successful. However, this fast-growing globalization objective poses as many opportunities as it poses challenges. One of the many challenges and decision-making factors when selecting a business partner is the vendor’s ability to fully grasp the client’s cultural environment; his or her ability to empathize with any type of regional or local sensitivity, inherent to one specific target country; his or her ability to anticipate and effectively eliminate perceptions that unavoidably will arise during the process; and finally, his or her ability to gracefully adapt technique, style and communication to the satisfaction of any potential European business partner. In this interactive session we will use the media to show that for any potential partnership to blossom and stay in full bloom in Europe, it must go through this fine-tuning process. We will share with you personal experiences of clients and vendors around the necessity of cultural customization of every vibe in your client relationship management process. The audience will be asked to actively and voluntarily participate in the discussion.

Wednesday, 9 June, 9.00-10.00

A6: Next Generation Localization Value Proposition

Speaker: Mark Flanagan (VistaTEC)
Host: Véronique Özkaya

Synopsis: Localization facilitates global sales, right? It is a key process that allows organizations to maximize their international revenues. So, why are many localization departments marginalized within their own organizations? Why is their value hardly ever represented at the top table? How does localization raise its profile within an organization and begin to realize its true value? What can localization managers of tomorrow do to ensure they are aligned to revenue-generating corporate strategy?

Wednesday, 9 June, 10.30-11.00

A7: Yours or Mine or What? The Simple Complexity of Copyright of Translations

Speaker: Abraham de Wolf (Lucy Software)
Host: Laurentiu Constantin

Synopsis: This presentation will offer the audience a basic structure with which copyright issues can be identified and understood. The focus will be on the use of software for translations and addresses under what conditions who owns what and who else might have rights of use that exist aside from ownership rights. Copyright aspects of the use of free internet translation machines such as Google and collaborative translation platforms will also be looked at. And to round things up, some basic recommendations for how to address copyright issues in contracts with customers, freelancers, and employees will be given.

Wednesday, 9 June, 11.30-12.30

A8: Expanding Global Reach Through Crowdsourcing

Speaker: Jason Rickard (Symantec)
Host: Willem Stoeller

Synopsis: The web is changing from a place where individuals retrieve information to a community who interacts, shares and collaborates. This change provides a growing opportunity for companies to marshal the collective intelligence of the online community. Community collaboration, commonly known as crowdsourcing, leverages collective intelligence inside and outside a company to translate products or widgets, to do usability testing and to engage the community in the user interface review process. Come see our community collaboration application, which facilitates these tasks, and our findings including the “dos and don’ts” of successfully engaging a community to contribute participants’ profiles, motivations, quality and schedules.

Wednesday, 9 June, 14.00-15.00

A9: Identifying and Prioritizing Core Brand Values for Successful Foreign Market Entry

Speaker: Tony Wessling (The WESSLING Group)
Host: Paula Shannon

Synopsis: What should your brand bring with it when moving into a foreign market? This session will outline the steps that high-level marketing executives can take to discover their company's brand essence, distilling core values into near-universal attributes that will resonate with a foreign audience and allow the brand to acquire the local characteristics essential for success outside of its home market. We will examine cases where naming, messaging, advertising and marketing collateral were successfully adapted to meet the needs of a brand's new customers.

Wednesday, 9 June, 15.30-16.20

B1: Enhancing the Customer Experience at KLM

Speaker: Calijn Roeters van Lennep (KLM)
Host: John Terninko

Synopsis: How’s a big company such as KLM listening to the voice of its customers? How does it make sure it offers its products and services in such a way online that consumers find it easy to use and therefore buy? How do we know what works for our end consumers or not? How do we try and optimize this today, and how do we want to do this tomorrow? In this presentation, Iris will let you into the world of KLM.com to discuss how KLM tries to enhance the e-customer experience and share some best practices.

Tuesday, 8 June, 10.15-11.15

B2: Blending SEO with Localization

Speaker: Andy Atkins-Krüger (WebCertain Group Limited)
Host: Richard Ishida

Synopsis: Localization and search engine optimization (SEO) are two processes rarely uttered in the same breath, considered as separate entities with no relation to one another. This isn't, or rather shouldn't be, the case. This session will look at how SEO can be incorporated into the localization process to produce linguistically accurate websites, which are also optimized for search engines. Andy will highlight the benefits to organizations adopting this approach, and respond to the criticisms levied against it.

Tuesday, 8 June, 12.00-13.00

B4: International Domain Names/SEO

Speaker via telecast: Tina Dam (ICANN)
Host: Andy Atkins-Krüger

Synopsis: The introduction of internationalized domain names (IDNs) is considered one of the most significant innovations in the internet since its inception. IDNs offer many new opportunities for internet users around the world by allowing them to establish and use domain names and hence web addresses and e-mail addresses in their native languages and scripts. This session will begin with a brief introduction to what IDNs are and how they work for end-users. The focus will then be placed on why IDNs are being implemented, how they can be registered, timing, and what the cost and challenges are for individuals and business owners who wish to begin to use IDNs. As we are moving towards IDNs introduced as top-level domains (TLDs) (extensions such as .com, .net and so on), we will also talk about the IDN ccTLD Fast Track Process, which is the first process available to introduce IDN TLDs for production purposes, and the new gTLD Process.

Tuesday, 8 June, 16.30-17.30

B5: Localizing Legal Agreements for Different Markets — Challenges and Best Practices

Speaker: Susanne Grohé (PayPal)
Host: Ulrich Henes

Synopsis: Many global companies face the same challenge when they are looking for a uniform standard in their product as well as their legal agreements worldwide. However, not only language and cultural differences make it difficult to implement one global standard but also different laws and practices. Truly localizing legal agreements can mean rewriting them as a joint effort between lawyers and localization experts. Taking PayPal’s standard legal agreements as an example, the presentation will focus on challenges and best practices when localizing a global standard.

Wednesday, 9 June, 9.00-10.00

B7: Keeping Score in the Globalization Game

Speaker: Glenn Arango (Yahoo! Inc.)
Host: Willem Stoeller

Synopsis: A case study and discussion of the methods and madness of developing a globalization process, tracking and compliance system that is accepted by management, is used by engineering, and helps drive products towards a goal of robust internationalization.

Wednesday, 9 June, 11.30-12.30

B8: Standards and Best Practices for the Multilingual Web

Speaker: Richard Ishida (W3C)
Host: Donna Parrish

Synopsis: The World Wide Web Consortium (W3C) develops base standards for the Web, such as HTML, CSS, SVG, XML, the Semantic Web and so on. Since the beginning, “Web for All” has been a fundamental goal of the W3C. Richard’s talk will look at the work of the W3C and some other key organizations that are helping to develop standards and best practices that make the World Wide Web international — what has been done and what is currently in progress. It will also introduce a new initiative, funded by the European Commission, to investigate, provide information about and recommend work on standards and best practices for the multilingual web.

Wednesday, 9 June, 14.00-15.00

B9: Standards-based Translation with W3C ITS and OASIS XLIFF

Speaker: Christian Lieske (SAP)
Host: Richard Ishida

Synopsis: Globalization-related processes such as translation usually fail if best practices are neglected. In particular, translation processes suffer from lacking internationalization of content and format standardization. For both dimensions, standards exist: the Internationalization Tag Set (ITS from the W3C) and the XML Localization Interchange File Format (XLIFF from OASIS). This tutorial gives an overview of both standards and explains their interaction. A highlight is the explanation of an automated approach to generate round-tripping tools (XML to XLIFF and back) based on ITS.

Wednesday, 9 June, 15.30-16.20

C1: Best Practices Areas in Internationalization/Localization

Speakers: Daniel Goldschmidt (RIGI Localization Solutions), Angelika Zerfaß (zaac)

Synopsis: This presentation will give an overview over the different areas in internationalization and localization projects where best practices exist. Starting from the concept of internationalization and how it is applied, to project management dos and don'ts on to the tools and technologies used in the field.

Tuesday, 8 June, 10.15-11.15

C2: How to Serve Coffee in More Than 50 Countries

Speaker: Robin Franke (Franke Kaffeemaschinen AG)
Host: Donna Parrish

Synopsis: Franke Coffee Systems is a world-leading provider of intelligent coffee systems. Our customers are located worldwide and range from small offices to restaurants, hotels and cruise ships. Managing this large scope requires new knowledge providing the ability to resolve all language issues with quality and precision. This presentation shows how to set up language services for a small but enormously fast growing company in the international coffee machine business. What do our customers expect? What needs do they have? Why is a pragmatic solution better than confusing language theory? What does it cost and why is it a bargain? How do we proceed in the future? Addressing questions like these will need a lot of coffee — so let's talk about it.

Tuesday, 8 June, 12.00-13.00

C3: Collision or Convergence? Managing the Intersection of CMS and TMS

Panelists: Fred Hollowood (Symantec), Sukumar Munshi (Across Systems GmbH), Noz Urbina (Mekon Ltd)
Moderator: Mary Laplante

Synopsis: Research by The Gilbane Group indicates that leading practitioners of content globalization have recognized that standalone “stovepipe” technologies and processes simply cannot keep pace with prospect and customer demand for relevant content in multiple languages. These companies understand that while content management systems (CMSs) and translation management systems (TMSs) deliver benefits as standalone technologies, they are reaching — or have reached — the limits of what they can deliver in their own right. What’s more, there is growing recognition that they will deliver exponential impact when they are integrated into a holistic CMS/TMS solution. The business benefits of connecting content repositories with TMS include cost reductions through maximized reuse; brand protection through standardized terminology; increased efficiencies through automation; and stronger governance and process improvement through visibility and control. What is much less clear is how to actually design, deploy and manage integrated solutions that deliver these benefits to a global enterprise. In this session, experts from different domains related to CMS/TMS integration discuss the key issues and provide guidance and insight that will enable attendees to avoid collision and proactively manage convergence. Panel topics include:
• Trends: an analyst perspective on trends, issues and ROI metrics
• The Process Perspective: an organizational overview of content and translation management functions and roles, workflow and overarching business process requirements
• The Technology Integration Perspective: a high-level overview of approaches to systems integrated
• Case Studies: who is managing convergence now, how, and to what benefit
• Advice on Getting Started
The session is designed to deliver value to companies integrating existing systems as well as evaluating new acquisitions of integrated solutions. Attendees will learn how to manage CMS/TMS convergence in ways that create new competitive advantage for global enterprises.

Tuesday, 8 June, 14.30-16.00

C4: Terminology Panel

Panelists: Martina Fürlinger (CLS Communication), Markus Meisl (SAP), Michael Stoffl (PayPal)
Moderator: Jonathan Bowring

Synopsis: Terminology is one of the cornerstones of localization, but how much time and attention should it receive? What role should it play in the business and why? A panel of industry professionals will discuss terminology ignorance, issues, imperfection, improvement, incorporation and investment in a relaxed chat show format.

Tuesday, 8 June, 16.30-17.30

C5: Localization Technology for Business Decision-makers

Speakers: David Filip (Moravia Worldwide), Angelika Zerfaß (zaac)
Moderator: Martin Güttinger

Synopsis: "Localization Technology for Business Decision-makers" will focus on core (basic) technologies for business-oriented managers hoping to learn about and/or keep up with the changing technologies. The session will be presented in an engaging, humorous, yet useful way (modeled on the "For Dummies" book series — entertaining, yet educational). This will be presented in a jargon-free manner, focusing on the key considerations non-technical business decision-makers in the localization industry may need to grasp as they make decisions about technologies. Initial topics for consideration may include machine translation; the growing interest in shared linguistic databases (for example, TAUS); TMS and TM; advanced leverage; and XML.

Wednesday, 9 June, 9.00-10.00

C6: Report from the Financial Industries Round Table

Speakers: Beat Buchmann (Credit Suisse AG) and others TBD

Synopsis: This year Localization World is offering a preconference Financial
Industries Round Table for the first time.  The round table's agenda includes:

1) Quality assurance in banking
2) Corporate language services
3) Terminology management in financial industries
4) Open session (to be determined by participants during the preconference round table)

In this session, the round table participants will report on their findings and best practices in the financial industries.

Wednesday, 9 June, 10.30-11.00

C7: MT in the Real World — Successes, Challenges and Insight from Teams of Customers and Providers

Panelists: Kerstin Bier (Sybase iAnywhere), Manuel Herranz (Pangeanic), John Papaioannou (Bentley), Laura Rossi (LexisNexis), Lori Thicke (Lexcelera), Kirti Vashee (Asia Online)
Moderator: André Pellet

Synopsis: Machine translation (MT) systems differ in capabilities; provider implementations differ in approaches. Hear real-world stories from teams of customers and providers sharing their approaches, challenges and successes during their MT implementations. Move beyond the “sales” rhetoric to learn what it really takes to make an MT system implementation successful. Join an interactive discussion where different teams of customers and providers who have been working together provide insight on their projects and results. Learn what works and what doesn’t work when considering an MT implementation.

Wednesday, 9 June, 11.30-12.30

C8: Compliance and Data Security for Translations Outsourcing as Vulnerability

Speaker: Sukumar Munshi (Across Systems GmbH)
Host: Reinhard Schäler

Synopsis: Even in highly sensitive areas such as the pharmaceutical industry and the financial sector, confidential content is often supplied to numerous translators in open-document formats. Thus, the translation process is an ideal starting point for identifying vulnerabilities in such companies. In his presentation, Sukumar Munshi will discuss which system-related and process-related requirements need to be fulfilled in order to prevent translation outsourcing from being exploited for the misuse of data and potentially industrial espionage. He also touches on the impact of current trends such as open-document formats and crowdsourcing on this subject.

Wednesday, 9 June, 14.00-15.00

C9: Case Study: Quality Assurance for Technical Documentation at Medtronic

Speakers: Henk Boxma (RIGI Localization Solutions), Maarten Milder (Medtronic)
Moderator: Clio Schils

Synopsis: Medtronic is the world’s leading medical technology company, alleviating pain, restoring health and extending life for people with chronic disease. At Medtronic’s technical literature department, the growing volume and the increase in the number of target languages caused a strong demand for an automated quality assurance (QA) solution. Off-the-shelf QA checkers did not meet the requirements. We adapted an in-house QA solution and integrated it into the translation management tool suite and workflow. Our case study will discuss both process and technical aspects. We will introduce the translation process, look at QA requirements and discuss the implementation of a custom QA solution as part of the organization’s continuous improvement process.

Wednesday, 9 June, 15.30-16.20

D1: Localization at Nokia

Speaker: Marja Toivonen (Nokia)
Host: Martin Güttinger

Synopsis: What is the first thing that comes to mind when you hear the word "Nokia"? It’s a popular mobile phone, isn’t it? But is that all? Consumer trends tell us that a mobile phone is no longer just a phone but a music/video player, a navigation device, a camera, a radio and so on. Bottom line is that consumers are expecting more, a device that is a gateway to entire solutions for their needs. Nokia is in the ready to serve these trends, and we are focusing to deliver these solutions with a superb user experience (UX). Localization plays a crucial role in building a seamless consumer experience. One of our key UX design goals is "Speaks My Language." Our products, services and support materials must make sense in any and all languages that we offer. In this presentation, we will look at the building blocks, constraints and challenges that localization departments at Nokia are facing. In a follow-up session the next day, we invite you to come out and play with us in one of the Inside Tracks – lets brainstorm and innovate and come up with new ways to look at and play the Nokia localization game!

Tuesday, 8 June, 10.15-11.15

D2: From Project Management to Process Management — A Paradigm Shift in One of the Oldest Trades in the History of Humanity

Speaker: Wolfgang Sturz (Sturz Gruppe GmbH)
Host: Angelika Zerfaß

Synopsis: As content management systems are more and more often generating small chunks of “real time information,” interlinking content and translation management is becoming increasingly important. Irrespective of the information generated and stored in content management systems, the translations into any given number of languages should be available without delay. How can the language industry cope with such “close to real time” translations without sacrificing quality and skyrocketing budgets?

Tuesday, 8 June, 12.00-13.00

D3: Gazing Into the Crystal Ball: Future of the Industry

Panelists: Renato Beninatto (Milengo Ltd.), Wayne Bourland (Dell), André Pellet (COMSYS), Andrejs Vasiljevs (Tilde), Smith Yewell (Welocalize)
Moderator: Donna Parrish

Synopsis: Nothing is more certain than change. But what changes will we see in the localization industry? Will machine translation become a non-issue? What will be the best size for a localization agency? Who will own translation memories … anyone? What pricing mechanism will finally win out? What will become the best education curriculum for 21st century localizers? What role will crowd-sourced translation play? Will Google Translate rule the world? Our distinguished panel will have some provocative and perceptive insights into what the future will bring. And attendees will be encouraged to add to the discussion.

Tuesday, 8 June, 14.30-16.00

D4: MT Pricing – Buyers, Sellers, Developers

Panelists: Fernando Blasi (Alpha CRC), Fred Hollowood (Symantec), Tony O'Dowd (Alchemy Software Development Ltd.), Hans Uszkoreit (DFKI GmbH), Josef van Genabith (Centre for Next Generation Localisation), Kirti Vashee (Asia Online)
Moderator: Lori Thicke

Synopsis: This panel discussion organized jointly by the EuroMatrix+ project, the META-NET Network of Excellence, and the Centre for Next Generation Localisation will bring together buyers, sellers and developers of machine translation (MT) technology for a wide-ranging discussion of topics that impact on the pricing of MT products and services.

Tuesday, 8 June, 16.30-17.30

D5: Determining Return On Investment on Translation Spending: Developing and Using a Business Intelligence Layer (Reporting Engine) to Support the Translation Business Case

Speakers: Wayne Bourland (Dell), Daniel Gray (Welocalize)
Host: Donna Parrish

Synopsis: Determining return on investment (ROI) on translation spending is difficult to start, but it is even more complicated if key performance data are either difficult to report on or unobtainable across disparate systems. This session will describe how an integrated business intelligence layer (reporting engine) was developed and deployed in order to more easily compile and report key performance indicators across the enterprise and use that data for justifying translation ROI.

Wednesday, 9 June, 9.00-10.00

D6: TAUS Data Association Update

Panelists: Melissa Biggs (Oracle America, Inc.), Wayne Bourland (Dell), Karen Combe (PTC), Jessica Roland (EMC), Smith Yewell (Welocalize)
Moderator: Jaap van der Meer

Synopsis: TAUS Data Association (TDA) is a nonprofit organization providing a neutral and secure platform for sharing translation memories (TMs). TDA was founded in July 2008 by 40 founding members. Today, the platform contains 2.5 billion words in more than 300 language pairs. TDA provides support in terminology search, advanced TM leveraging and machine translation training. TDA is a super cloud for the global translation industry, helping to improve translation quality and automation and to fuel business innovation. In this session six founding members will join Jaap van der Meer — the director of TDA — to share their experiences and perspectives on TDA and its impact on the future of the translation industry.

Wednesday, 9 June, 10.30-11.00

D7: Client-vendor Chimera

Speaker: Jonathan Bowring (Canon)
Host: Ulrich Henes

Synopsis: Canon has operated its internal localization group as a stand-alone operation for some years. We'll take a look at the pleasure and the pain of being self-funded, working as an internal vendor and external competition. How has it gone over almost a decade? What have we learned? What haven't we learned?

Wednesday, 9 June, 11.30-12.30

D8: Optimizing Content for Machine Translation

Panelists: Olga Beregovaya (PROMT), Kerstin Bier (Sybase iAnywhere), Melissa Biggs (Oracle America, Inc.), Jessica Roland (EMC)
Moderator: Karen Combe

Synopsis: This panel of experts will address optimization for machine translation (MT) in two areas. The first is authoring assistance. Two panel members will relate the experience their companies have had with source control tools. The second area is the translation memories (TM) used to train MT engines. Experts in statistical machine translation and rule-based machine translation will discuss the types of problems they have found in TM data along with some solutions.

Wednesday, 9 June, 14.00-15.00

D9: The Cisco Multi-vendor Collaboration Model: A New Way of Working Together & Driving Success for All

Panelists: Allan Hall (SDL), Martin Halzel (Cisco Systems, Inc.), Marc Jonckers (Jonckers), Paula Shannon (Lionbridge), Smith Yewell (Welocalize)
Moderator: Daniel Goldschmidt

Synopsis: How much could a buyer of localization services increase productivity, performance and value by defining a clear vision and then tasking its vendors to work together to achieve the vision? Cisco has already realized excellent gains through this exciting new approach. This session will explore the benefits of the program in an interactive panel session to include perspectives from Cisco and four strategic vendor partners.

Wednesday, 9 June, 15.30-16.20

E1: Social Networking for Localization: LinkedIn, Twitter and Other Social Media Practical Uses From the People Side

Panelists: Renato Beninatto (Milengo Ltd.), Kathleen Bostick (Lionbridge), Kirti Vashee (Asia Online)
Moderator: Serge Gladkoff

Synopsis: Social media is a new channel for communication and collaboration that is still emerging and evolving as a result of developments in social computing. Just as text processing replaced typewriters, social media is replacing traditional communication channels, thus offering opportunities and options with which we are still largely unfamiliar. During this panel, social media experts Kathleen Bostick, Renato Beninatto and Serge Gladkoff will share their experiences and research in this area. The panel will start with a brief presentation on the topic and then with a discussion to follow. The takeaways are going to be practical recommendations on the use of LinkedIn, Facebook and Twitter for professionals in the localization industry from all sides. Handout material with research on the subject will be available. This is going to be a very interesting and entertaining session.

Tuesday, 8 June, 10.15-11.15

E2: Translators Without Borders Board Meeting (by invitation only)

Synopsis: The crisis in Haiti has put the spotlight on humanitarian translations like never before, and Translators Without Borders (TWB) is ramping up its capacity in order to be able to assist more NGOs as they respond to crises around the world. Founded in 1993 with the mission of providing free translations for humanitarian needs, TWB is now laying the groundwork to create a worldwide platform linking volunteers from the translation industry with the groups that need their help.

Tuesday, 8 June, 12.00-13.00

E3: Common Sense Advisory Colloquium Buy-side: Real-world Measurement of Localization Investment
Open to language service buyers only. Space is limited, please contact us to reserve your seat.

Speakers: Don DePalma and Rebecca Ray (Common Sense Advisory)

Synopsis: Showing a return on localization or translation investment remains both a requirement and an obstacle for any organization undertaking business globalization of any sort — whether online or offline. But how can you make a case that will help you win over executive sponsors? In this presentation, Common Sense Advisory presents quantitative and qualitative measures that will help you bring a successful business case for localization straight to the corner office.

Tuesday, 8 June, 14.30-16.00

E4: Common Sense Advisory Colloquium Buy-side: Emerging Models for Next-Gen Localization
Open to language service buyers only. Space is limited, please contact us to reserve your seat.

Speakers: Don DePalma and Rebecca Ray (Common Sense Advisory)

Synopsis: "Localization is essential for global business," but which production and management structures can actually support a truly global enterprise and prepare it for the next decade and beyond? Which cost-saving strategies have the best opportunities for success, both for internal processes and for working with vendors around the world? In this presentation, Common Sense Advisory analysts address fundamental questions about business elements affecting content and product localization.

Tuesday, 8 June, 16.30-17.30

E5: 45 Countries, 52 Languages, 500 Million Consumers: Europe as an Opportunity for LSPs

Speaker: Renato Beninatto (ELIA)

Synopsis: Europe is the biggest economic power in the world when looked as a whole. The translation market in Europe is bigger than the North American market. Yet, instead of looking at the opportunities created by the European landscape, language service providers (LSPs) tend to look at the limitations and competition in their own markets. The European Language Industry Association (ELIA) believes that these are very good times for the language industry in Europe. Come and see how to leverage and influence a market that provides the best conditions for LSPs in the world. This session is designed for European LSPs, but all Localization World participants are welcome to attend.

Wednesday, 9 June, 9.00-10.00

E7: Marketing Best Practices of Language Services Industry Leaders and Innovators

Speakers: Don DePalma and Rebecca Ray (Common Sense Advisory)

Synopsis: How can small to mid-size language services companies continue growing and then sustain that level of growth? Common Sense Advisory will review the marketing practices, websites and branding of the top performers in the industry. Analysts will also provide global marketing expertise and guidance for the companies looking to take their brands to the next level and score big in future sales. Stuck at $2-5 million? Where do you take it from here?

Wednesday, 9 June, 11.30-12.30

E8: Localization Interactive with Nokia

Speaker: Marja Toivonen (Nokia)
Host: Martin Güttinger

Synopsis: In this follow-up session to Tuesday's "Localization at Nokia" talk, we invite you to an interactive discussion with Nokia on mobile localization. Based on your input, we will discuss the issues and solution proposals, visions, options and possibilities in localizing mass-market consumer products for global markets.

Wednesday, 9 June, 14.00-15.00

E9: One Billion People, US $1.3 Trillion Market, No Localization — What Are You Waiting For?

Speaker: Reinhard Schäler (The Rosetta Foundation), Stefanie Scheeder (The Rosetta Foundation)

Synopsis: One billion people are waiting to be discovered by the localization industry. We will present you with a roadmap that will help you access this huge potential market. We offer you a very special invitation to join the NTrans campaign that will provide the US $1.3 trillion nonprofit sector with localization and translation services that will offer information across languages to an additional one billion people and that is backed up by The Rosetta Foundation Open Technology Platform development. It’s time for action! It’s time to decide whether you want to continue the same old tired way or whether you want to join an energetic, fresh campaign that will make the world a better place — for all.

Wednesday, 9 June, 15.30-16.20

Preconference Synopses

Games Localization Round Table

P1: Game Localization Round Table

Speakers: Andrea Ballista (Binari Sonori), Michaela Bartelt (Electronic Arts), Miguel Á. Bernal-Merino (Roehampton University), Solja Kuningas (Babel Media Ltd), Maud Stevens (NICAM Inc./PEGI), Vanessa Wood (Sony Computer Entertainment Europe)

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

Monday, 7 June, 9.00-17.00

Financial Industries Round Table

P2: Financial Industries Round Table

Speakers: Beat Buchmann (Credit Suisse AG), Fred Hollowood (Symantec), Sina Lamprecht (HypoVereinsbank), Guy Van Leemput (SWIFT), Michael Stoffl (PayPal)
Moderator: Ulrich Henes

Synopsis: Localization issues are critical in the financial industry. This inaugural full-day round table will cover critical topics such as quality assurance, terminology management and corporate language services, specifically how they relate to the financial industry. The culmination of the day’s exploration will be an open session crafted from the topics and issues discussed throughout the day. More information and an agenda are online.

Monday, 7 June, 8.30-17.00

Life Sciences Round Table

P3: Life Sciences Business Best Practices Round Table

Speakers: Brigitte Herrmann (Siemens AG), Eva Hildesheimer (Zimmer GmbH), Richard Korn (St. Jude Medical), Maarten Milder (Medtronic, Inc.), Jennifer Perkins (Lionbridge), Clio Schils (Lionbridge)

Synopsis: Building on the success and experience from 13 previous conferences, this round table will explore best practices specifically for the life science sector. Clients from Medtronic, Zimmer, Siemens Healthcare and St. Jude Medical will present and share their thoughts and experience on benchmarking, impact of GS1 bar coding, creative outsourcing, and translatability, quality and terminology. A key part of the round table is the strength of the break-out sessions and their subsequent presentations and discussions. Details about the round table, including an agenda, are online.

Monday, 7 June, 9.00-17.00

P4: Pharma Translations: The Delicate Balance Between Regulations and Quality Requirements — How to Do More with Less

Speakers: Simon Andriesen (MediLingua), Sandra La Brasca (ForeignExchange Translations)

Synopsis: This half-day seminar focuses on the challenges of pharmaceutical companies who submit documents in up to 27 languages for drug registrations within the European Union. Despite increasingly tighter deadlines and budgets, the pharmaceutical sector still needs to deliver high-quality materials. During the workshop we will discuss questions such as:

  • How do regulatory affairs departments and translation vendors find the balance between the regulatory requirements and the need for high-quality information?
  • How can we meet the strict requirements concerning the mandatory document structure, complete with standard headings and mandatory phrases, and at the same time make sure that patients understand the information?
  • How do we produce 27 language versions within a timeframe of five calendar days after approval of the English?

Pharmaceutical companies all deal with similar problems, but many feel they need to reinvent the wheel. On the more technical front, we will review the new Product Information Management (PIM) System roll-out and its effect on the medical translation landscape.

Monday, 7 June, 9.00-12.00

Localization Business Round Table

P5: Localization Business Round Table

Speakers: Karen Combe (PTC), Paul Doherty (Lionbridge), Serge Gladkoff (Logrus International), René Savelsbergh
Moderator: Aki Ito

Synopsis:This half day session is intended for owners and managers of localization services and tool providers. The format of the round table will be short presentations followed by extensive discussion among participants. We have set aside a total of three hours to give us enough time to drill deep into the issues at hand. The main focus of this year's Localization Business Round Table will be best practices in the following areas:

  • Requests for proposals (RFPs)
  • Dealing with standard procurement processes for purchase of localization services
  • Online auctions

Localization service providers spend a considerable amount of time responding to RFPs, often not knowing how authentic the request is. What are the best practices in determining which RFPs to take seriously? The use of online auctions has been growing in the last ten years despite their unpopularity among service providers. Frequently seen as unfair, because of the overriding focus on price, online auctions are here to stay. More information is available here.

Monday, 7 June, 13.30-17.00

P6: International User-interface Design

Speaker: Aaron Marcus (Aaron Marcus and Associates)

Synopsis: User interfaces for desktop, web, mobile and vehicle platforms reach across culturally diverse user communities, sometimes within a single country/language group, and certainly across the globe. If user interfaces are to be usable, useful and appealing to such a wide range of users, user-interface/user-experience developers must account for cultural aspects in globalizing/localizing products and services. In this tutorial, participants will learn practical principles and techniques that are immediately useful in terms of both analysis and design tasks. They will have an opportunity to put their understanding into practice through a series of pen-and-paper exercises, as time permits.

Monday, 7 June, 9.00-17.00

P7: Translingual Europe 2010: International Conference on Advanced Translation Technology

Synopsis: Translingual Europe 2010 is the third European conference on new developments and applications in translation technology. The event will take place on Monday, June 7, in the center of Berlin. It will be connected with Localization World Berlin 2010. As its predecessors, Translingual Europe 2010 aims to inform the invited representatives of industry, commerce, research and administration about recent progress in translation technology. A variety of applications will be demonstrated and discussed. A further purpose of the meeting is the deliberation in the opportunities and challenges for European research, development and technology transfer in this important application area of information and communication technology. Translingual Europe 2010 will be an event where the developers of new translingual technologies can meet potential and actual users of such technologies — and vice versa. The co-location with Localization World will improve your opportunities of sharing your experience, learning from others and making new profitable contacts. Registration and agenda information are available here.

Monday, 7 June, 9.00-17.00

P8: Introduction to Localization

Speakers: Daniel Goldschmidt (RIGI Localization Solutions), Angelika Zerfaß (zaac)

Synopsis: Two 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.

Monday, 7 June, 9.00-12.00

P9: Across LSP Round Table — Future LSP Business Models and The Role of Across Systems

Moderator: Sukumar Munshi

Synopsis: In recent years, the work of language service providers (LSPs) has undergone fundamental changes, many of which were driven by technological innovations. Currently, this ongoing process is characterized by discussions focusing on developments such as crowdsourcing and the growing acceptance of machine translation. In a half-day partner event exclusively for LSPs, Across wants to examine the changed framework conditions with you and discuss how Across can contribute to the business models of the future.

Monday, 7 June, 13.30-17.00

International Search Summit

P10: International Search Summit

Speakers: Andy Atkins-Krüger (WebCertain Group Limited), Isabella Ballanti (WebCertain Translates), Thomas Bindl (Refined Labs GmbH), Massimo Burgio (Global Search Interactive), Penny Coupland (Unica Corporation), Iris Cremers (KLM), Dixon Jones (Majestic SEO), Klara Lettavova (WebCertain Group Limited), Sébastien Monnier (1ère Position), David Sowerby (Straker Software), Florian Stelzner (TRG - The Reach Group GmbH)

Synopsis: The International Search Summit is an international event that focuses on the issues and challenges involved in carrying out search and social media marketing in multiple countries and languages. The Summit features expert speakers in the field who offer insights and advice to marketers working on international campaigns and will cover SEO, PPC and Social Media topics. Sessions will include:

  • International Brand Management
  • Global Content Management
  • The Power of Local Link Building
  • The Top Ten Essentials for International SEO Success
  • International Campaign Management
  • International PPC - It's Just Google, Isn't It?

A full agenda and details about the day can be found at http://www.internationalsearchsummit.com/berlin.html

Monday, 7 June, 9.00-17.00

P11: GlobalSight User Meeting

Speaker: Derek Coffey (Welocalize)

Synopsis: Since January 2009, a new player has emerged in the enterprise Translation Management System (TMS) market, GlobalSight, the open-source TMS. Over 700 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 of language service providers, corporate clients, translators, technology providers and developers is growing at an average rate of 34% each month. 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 the upcoming roadmap of new features and additions planned over the next 12 months including 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, 7 June, 9.00-12.00

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