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  Program Description

Keynote Synopses

K1: Opportunities in a Fast-changing World

Speaker: David Smith (The Sunday Times)

Synopsis: The world’s economic axis is shifting and most of the growth in coming decades will be in the emerging world. But nobody should be frightened by this prospect. The rise of the emerging world creates huge business opportunities.

K2: The Evolution of the Time, Cost and Quality Equation

Speakers: Wayne Bourland (Dell), Jonathan Bowring (Canon Europe), Minette Norman (Autodesk Inc.), Alison Toon (Hewlett-Packard), Tim Young (Cisco Systems, Inc.)

Host: Smith Yewell

Synopsis: This plenary will explore the key trends that are influencing a reassessment of the "cost, quality, time" equation. The old saying use to be "pick any two," but given market pressures and advances in the industry, the expectation is evolving toward "give me all three," or "how can I get all three in a more complex but efficient configuration?” There is a fascinating transformation happening across the supply and demand configuration curve reshaping the delivery and business model.


Program Session Synopses

A1: The Changing Role of Marketing Globally

Speaker: Darrell Kofkin (Global Marketing Network)

Host: Julio Leal

Synopsis: The perils facing the modern chief marketing officer (CMO) have been well documented in business publications. Many have complained about chief executive officer (CEO) underutilization of the CMO perspective in making important business-level decisions, charging that CEOs do not realize that the absence of a CMO perspective can negatively impact long-term organizational performance success. But the tide is changing as organizations seek to differentiate themselves effectively in today’s global, digitized world and are giving marketing more prominence. In this session, we will explore the future for marketing and the CMOs who are the very people charged with driving the marketing strategy forward.

A2: Supporting Customers in a Global, Social and Mobile World

Speakers: Greg Oxton (Consortium for Service Innovation), Lori Thicke (LexWorks)

Host: Teresa Marshall

Synopsis: The world has gone global, social and mobile. Growth markets for most companies today are not in their home country — they are global. The customer experience is defining a company’s brand through social networks. The ability to access information and interact with others at any time and from anywhere is the mobile promise. We will discuss the implications of these trends and how they are raising awareness of the importance of the customer support experience in the customer’s language. The majority of customer support interactions are with content, not people,  and that is driving demand for machine translation to deliver fast, economical localization capabilities.

A3: On-demand Marketing

Panelists: Laura Cieraad (Nikon Europe B.V.), Paul Doleman (iCrossing UK)

Moderator: Paula Shannon

Synopsis: On-demand marketing, always 'on' and always relevant, is a business model that has, and will change the future of the localization industry. Fueled by the power that sits with the world's consumers in today's digital age, this shift renders our notion of controlled, linear publishing obsolete. How does the quest for optimized search positioning — the biggest outlay of marketing dollars today — shape the future of localization? How does the growth of global advocacy through multilingual reviews and the need for brand engagement strategies and management of virtual publishing channels inform our solutions and production models?

"Today, many companies have successfully defined and addressed customer interactions across a few channels. What they need to be designing, however, is the entire story of how individuals encounter a brand and the steps they take to evaluate, purchase, and relate to it across the decision journey." (The coming age of ‘on-demand’ marketing, McKinsey&Company 2013.)

Words that could easily be taken as a rallying cry for the future of localization.

A4: The Future of Global Market Expansion — Leading Your Industry’s Growth

Speakers: Lee Felton (Athito Ltd.), Jane Freeman (SDL), Brianne Moore (SDL)

Host: Natalya Volkova

Synopsis: Imagine a world where launching into new markets was a decision based on the voice of your customer and not based on where your competitors are making waves. Requesting localization budget for new regions is met with demands for hard-to-find return on investments. We will advise on how to analyze the global sentiment of your business — empowering you with target market insight prior to your commitment to launch. Join us as we take a deeper dive into the traditional way of entering new markets versus a more informed approach using multilingual social media technology and process to ensure success the first time.

A5: Tell Me More about That: Designing for the Global Business and Local Workers

Speaker: Ultan Ó Broin (Oracle Corporation)

Host: Donna Parrish

Synopsis: Knowing how people work makes for building a great software user experience; the phrase "Tell me more about that" coaxing out insights when gathering usability requirements. App usage in the cloud or on mobile is influenced by cultural, language and other factors, varying locally. In this example-rich presentation, learn how to uncover real context of use from mobile and office workers, how to find local users to observe a world of work and hear best practices for localization and user experience professionals together to bring usability designs to life that are scalable for global business while exciting and delighting local workers.

A6: Global Due Diligence: Technology to Keep Cross-border Deals on Track

Speakers: Donald Plumley (Elanex), Philip Whitchelo (IntraLinks, Inc.)

Host: Anne-Marie Colliander Lind

Synopsis: China and other growth economies are driving large increases in global mergers and acquisitions. Language adds significant complexity for cross-border deals and in particular, for due diligence. IntraLinks, a leading provider of secure virtual data rooms and Elanex, a global language service provider, partner to help their clients keep complex deals in motion. In this case study, they will discuss a project with a US-based acquirer of a Chinese company and how technology enabled due diligence to be completed in record time.

A7: When Content Is the Product: Monetizing Digital Content for Global Audiences

Speaker: Mary Laplante (Outsell, Inc.)

Host: Ulrich Henes

Synopsis: Commercial publishers make their money by selling content — books and journals for professional audiences, standards for engineers, financial data and analysis for CFOs, magazines and newsletters for corporate managers. In these and other markets for monetized content, the quest for global growth coupled with the inexorable shift to digital content products and services are presenting both tantalizing opportunity as well as significant challenges. What are the language requirements for successful regional market entry? Beyond translation, what level of localization is essential? Will existing content products appeal to buyers in emerging markets or will they need to be retooled, if so, to what extent? These types of questions are pulling localization and language issues into conversations among executives at commercial publishing organizations perhaps for the first time ever. When content is the product, getting the answers right is essential to revenue generation and global growth. In this session we will explore the unique localization challenges in the markets for monetized content and describe global content strategies and practices.

A8: MicroTalks

Speakers: Christian Arno (Lingo24 Ltd.), Joe Dougherty (Elanex), Daniel Gervais (MultiCorpora R&D Inc.), Isha Sahu (Braahmam Net Solutions Pvt. Ltd.), Levent Yildizgoren (TTC Language Services Ltd.)

Hosts: Andrew Lawless

Synopsis: This session will offer several quick and dynamic presentations covering topics and ideas too interesting to ignore:

• A Financial Approach Toward a Relationship between the Tourism Industry and Translation: Mehdi Asadzadeh
• Better, Faster, Cheaper: A Technology-based Alternative to Picking “Two of the Three”: Joe Dougherty
• How to Develop Your IP for Growth: Levent Yildizgoren
• Indian Languages — Challenges In Localization: Isha Sahu
• IP is Key — Bulletproofing NDA's to Help Win the Business, Regardless of Jurisdiction!: Daniel Gervais
• Targeting Fast-growing Markets Using the Foreign Language Internet: Christian Arno

B1: Gaming with Global Gusto! How to be Lean and Mean in the Competitive World of Social Games

Speakers: Michael McKenna (Zynga, Inc.)

Host: Oleksandr Pysaryuk

Synopsis: The Zynga localization strategy is very similar to a recent approach used by the auto industry to support multiple platforms, drive plants and options on one assembly line. Zynga has implemented a flexible localization strategy that allows a lean team to enable a continuous pipeline of new game titles and provide overnight turn-around for thousands of words per day on dozens of in-production titles. This presentation will include the following topics:

Strategy and numbers:
    Tracking users, revenue, throughput, quality and costs
    How we decide markets and languages
    Making good decisions based on data
    Being time-sensitive — knowing the language return on investment every day
    Knowing your culture for every cow and dancing elf

Competition through technology, process and data:
    Maintaining 24 hour cadence
    Importance of follow-the-sun support
    Strategic vendor selection based on data, cadence and launch priority
    Multilingual dynamic grammar support through technology

Flexible assembly-line approach:
    Pre-launch strategy and planning
    Standardized internationalization engineering
    Intelligent localization quality assurance
    Automation, automation, automation


B4: How Microsoft's New Voice Drives a Collaborative Approach to Managing Localization

Speakers: Vincent Gadani (Microsoft), Katerina Gasova (Moravia)

Host: Donna Parrish

Synopsis: Recent Microsoft products, such as Windows 8, Office 2013 or Windows Phone, sport a brand-new, modern voice and tone — more personal and focused on the end user. Managing this change across a wide range of markets has brought significant challenges to linguistic quality and Microsoft adopted a specific organizational approach to working with localization partners. This is characterized by governance teams where Microsoft and language service providers drive projects in joint collaboration, introduction of the language moderator's concept and in-context linguistic testing. This approach required new skills from translators and moderators but empowered them to make products tuned to their market that are more personal and use everyday language.

B5: Localization of Cartoons at Turner Broadcasting Europe

Speakers: Elina Lagoudaki (Turner Broadcasting Europe), Vanessa Lecomte (Turner Broadcasting Europe)

Host: Kateřina Janků

Synopsis: In this session we will present the unique characteristics of localizing creative content for children into 15 European, Middle Eastern and African languages for both television and digital platforms. We will focus on the advantages and disadvantages of central localization operations and envision alternative models where localization happens in-country. This session will provide insight into the processes; technologies and vendor relationships that broadcasters typically develop and will hopefully contribute to the wider industry conversation on the right central versus local balance.

B6: NetApp: Around the World in 80 Days

Speakers: Anna Schlegel (NetApp), Smith Yewell (Welocalize)

Host: Oleksandr Pysaryuk

Synopsis: NetApp, a Fortune 500 company, shares its organizational adventure story about how it learned to “circle the globe” — that is to go global fast. With 150 offices around the world, NetApp faces the continuous challenge of ensuring products and services are available and understood across multiple local markets. To match global business demands, NetApp launched the Globalization Project Strategy Office (GPSO), and today with Welocalize support delivers on-demand localized solutions that are country-aligned in dozens of markets. This presentation identifies key infrastructure, processes, workflows and roles needed to create a centralized program office to support successful global launches.

B7: Multidimensional Quality Metrics: A New Unified Paradigm for Human and Machine Translation Quality Assessment

Speakers: Arle Lommel (DFKI), Hans Uszkoreit (DFKI)

Synopsis: Current translation quality assessment (TQA) methods are inadequate for industry needs — human and machine translation cannot be compared and TQA is not adaptable to different project types. Funded by the European Union, the QTLaunchPad project has developed an innovative, unified standards-based, multidimensional framework for TQA of both human and machine translation. It allows users to create project-specific metrics that can be compared across projects and give insight into the nature of quality issues. This presentation will outline this framework for creating flexible yet standardized metrics and how it can be used to improve translation quality processes.

C1: Quality is a Ménage à Trois! — A Client, LSP and Translator Case Study of Self-guidance and Certification

Panelists: Mika Pehkonen (F-Secure Corporation), Tanja Schmidt (Welocalize)

Moderator: Antoine Rey

Synopsis: Translation is an innovative profession for highly trained, intelligent individuals. Somehow buyers still manage to reward and motivate our translators through outdated models, emphasizing volume and timeliness over quality, and when quality is considered, the metrics are mostly arbitrary and more suited for manufacturing than creative work. We have decided to explore the concept of motivation by moving away from algorithmic word prices and instead, implementing hourly work. In this experiment we also gave the translators “free time” allowing ownership and self-guidance. The results are very interesting in terms of cost, motivation and quality of output.

C2: Is an In-house Translation Team Still a Profitable Investment?

Speaker: Leona Frank (Vistaprint)

Host: Katie Botkin

Synopsis: In recent years, language service providers (LSPs)-based translation solutions have gained popularity. Rightly so, LSPs work with more sophisticated translation systems, they can dip into a large pool of experiences and specialized translators, and they offer a lot of flexibility. This raises the question of whether in-house translation teams are still a profitable investment in 2013. This session will use Vistaprint as a case study to present a ten-step plan that will make it pretty difficult for any LSP to offer a better value proposition.

C4: The Legal Industry: When Language Becomes an Absolute Necessity

Speakers: Jon Heuvel (Penningtons), Véronique Özkaya (Xplanation)

Host: Daniel Goldschmidt

Synopsis: Franz Kafka once said, "A lawyer is a person who writes a 10,000-word document and calls it a 'brief'". While clichés about the legal industry abound, one trend should not be missed — the cost of international litigation is on the rise. The already underlying complexity of litigation is magnified when international cases are concerned. Language, culture, local law and the sheer volume of communication demand a blend of linguistic skills, subject-matter expertise and critically, technology. In this session, we will explore how global transformations in the legal sector affect translation and the role of technology in delivering effective solutions.

C5: Efficient Online Linguistic Review

Speakers: Beate Brandt (Brandt Technologies), Niall Whelan (Ariba - An SAP Company)

Host: Clio Schils

Synopsis: Shadow™ online review tool is a cloud-based solution allowing language review of software applications. In-context review of application screenshots allows the translation team to see their translations in the software without the need to set up, configure or navigate software. Quality assurance (QA) engineers implement the test plan, while Shadow™ WorkBench can record image and action data of the application under test in multiple languages simultaneously. The captured information is then synchronized with a cloud-based platform to the QA and language QA teams. The innovation behind Shadow™ online review tool is the repurposing of content generated during the quality assurance testing cycle to streamline linguistic review and provide searchable image content.

C6: Inside Out: Localizing Products for the World Market, Starting with Internal Customers

Speakers: Anastasiya Koshkodaeva (Kaspersky Lab), Natalya Volkova (Kaspersky Lab)

Host: Donna Parrish

Synopsis: Kaspersky Lab delivers more than 100 localizations and customizations for its products, which means that almost each native in the world can use an anti-virus program tailored to his needs. It goes without saying that dealing with such workload without an efficient organization structure is hardly possible. Still, the documentation and localization unit undertakes many other activities of ultimate importance beyond product localization, which makes it not just a department, but also a localization service provider. This session will uncover the advantages that an internal language service provider brings to the company, business and market.

C7: Why This Shouldn’t Be a One-way Street

Speakers: Geoff Culbert (Lionbridge), Gregor Kneitz (Microsoft), Pavel Soukenik (Moravia)

Host: Daniel Goldschmidt

Synopsis: A solid client/vendor relationship is key to any successful localization project. Economic pressures and thus the growing need to keep costs down can often put a strain on these relationships. In this panel discussion you will hear about how you can avoid this by turning your relationship into a true partnership. We will show you through real-life experiences what it takes to build and cultivate a successful partnership and what the benefits are for both client and vendor. Specifically, we aim to cover:

   • Creating a shared vision and common roadmap
   • Building trust
   • Investment in people — process and technology

We will also talk about some of the possible pitfalls, how they can be avoided, and other lessons learned. You will hear thoughts and best practices from both the client and vendor sides.

C8: Parallel and/or Automated Testing: Your Winning Localization Testing Approach

Speaker: Taras Tovstyak (ELEKS)

Host: Natalya Volkova

Synopsis: It is a common practice that many companies choose automated testing as a single option for saving costs. However, sometimes automated testing can be very disappointing from the perspective of its effectiveness in resource spending. In this case, the alternative solution can be a parallel testing which is less known but has already proven to be extremely effective for some of the quality assurance processes. We would like to uncover both approaches (parallel and automated) while revealing their strong and weak points, and share their advantages for a company’s cost-effective strategy.

D1: Introducing ALA — Adobe’s Localization Airport

Speakers: Ajay Kumar (Adobe Systems, Inc.), Warren Peet (Adobe Systems, Inc.)

Host: Beat Buchmann

Synopsis: Adobe’s globalization initiatives include in-context translation for web products, community-powered Adobe Translation Center and Adobe TV. This case study introduces the latest initiative — Adobe Localization Airport (ALA). Like many in the industry, Adobe faces constant pressure to localize with fewer resources, reduce localization turnaround time and improve quality and consistency. The challenge was to meet the aggressive release schedule of Adobe’s Creative Cloud, Suites and companion products in 20+ languages. The ALA effort aims to simultaneously release all Adobe languages moving forward and appears poised for success. Our tool collects strings from multiple products and sends them to the translators. Once translated, the strings are distributed back to their respective products, presto!

D2: Cloud-based Testing and SME Reviews

Speaker: Raphael Racine (Autodesk Inc.)

Host: Ulrich Henes

Synopsis: Cloud-based testing dramatically improves efficiencies when dealing with large desktop products, 12+ languages to review, subject matter experts in many different locations around the world and 48-hour bandwidth in which to get their feedback. By using the cloud, subject matter experts (SMEs) avoid wasting their time downloading and installing massive desktop products. The cloud allows instantaneous product access by simply clicking on an e-mail link. The deployment of an enterprise-based private cloud allows our partners to use infrastructure as a service and provides virtual cloud-based machines to SMEs and testers allowing them amazing infrastructure scalability at no cost.

D3: Show Me the Quality! Current Trends in MT Quality Evaluation

Panelists: Stephen Doherty (Dublin City University/CNGL), Lucia Specia (University of Sheffield)

Moderator: Peter Nash

Synopsis: This panel will explore the methodology for measuring the success of machine translation (MT). We will provide insight and details on the processes in order to help all MT users understand the possibilities and boundaries of MT. We will also look at tools and methodologies used to evaluate the quality of human and/or machine translation, and the requirements and procedures of deploying MT post-editing. Examples of best practices and trends relevant to the diverse stratum of stakeholders in the localization industry vis-á-vis quality evaluation and post-editing will be provided.

D4: How CBN Automated the Translation Workflow for Web, Print and Media

Speakers: Emre Akkaş (Globalme Localization Inc.), David Rohr (The Christian Broadcasting Network, Inc)

Host: Katie Botkin

Synopsis: When the decision was made to localize Superbook.tv into foreign languages, The Christian Broadcasting Network (CBN) knew the volume and number of languages would be impossible to handle without automation. This is where Globalme came into the picture and developed a customized version of CMSwithTMS Drupal plugin to automate the translation workflow using the GlobalSight translation management system. Today, CBN’s web and media content flow between the translation and content management systems automatically where a team of volunteers, vendors and freelance translators publish the content in more than 40 languages. Learn the details of this automation at this case study session, which will include live demos of the web, dubbing and print translation workflow.

D5: Creating Translation Context with Disambiguation

Speakers: Yves Savourel (ENLASO Corporation), Tadej Štajner (Jožef Stefan Institute)

Host: Ben Sargent

Synopsis: Since short content can be difficult to interpret when out of context, it is often useful to provide additional information to help the translators. Few translation tools provide such assistance, but the new disambiguation data category of ITS 2.0 provides a remedy to this. This presentation discusses and demonstrates how a web service such as Enrycher applies natural language processing techniques to the source document and results in an annotated XLIFF document with disambiguation information readily available to the translator. The same mechanism can also be applied to improve machine translation quality and assist in the terminology management life cycle.

D6: MicroTalks

Speakers: Christian Arno (Lingo24 Ltd.), Fanny Kélébé (euroscript), Andrzej Nedoma (XTRF), Diana Sánchez (Nova Language Services Ltd.), Andy Way (Lingo24 Ltd.), Fola Yahaya (Strategic Agenda)

Host: Daniel Goldschmidt

Synopsis: This session will offer several quick and dynamic presentations covering topics and ideas too interesting to ignore:

•The Future of Project Management: Andrzej Nedoma
•Technology-forward LSPs: Embracing Innovation to Stimulate Business Opportunities: Diana Sánchez
•Automated Translation with a Human Touch: A Hybrid Solution for a Multilingual Economy: Christian Arno
•How to Do More with Less: Developing Translation Project Management Tools That People Can Use: Fola Yahaya
•The Rapidly Evolving Use of MT and PEMT within Global Businesses: Andy Way
•Best Shoring for Language Services: Innovation to Address a Shifting Global Economy: Fanny Kélébé

D7: New in International Components for Unicode (ICU)

Speakers: Anubhav Jain (Adobe Systems, Inc.), Jana Vorechovska (Google)

Host: Ultan Ó Broin

Synopsis: The International Components for Unicode (ICU) library provides a full range of services for Unicode enablement and is the globalization foundation used by many software packages and operating systems, from mobile phones such as Android or iPhone, all the way up to mainframes and cloud server farms. Freely available as an open-source, it provides cross-platform C, C++ and Java application programming interfaces with a thread-safe programming model. This presentation will provide a brief overview of ICU with emphasis on the recent updates in ICU 49 including the latest support for Unicode 6.1 and CLDR 2.1, date/time formatting and parsing improvements, and other changes. The presentation will also touch on ICU's planned direction for future releases.

D8: Caravel — A Language Converter

Speaker: Rafael Guzmán (Symantec Corporation)

Host: Julio Leal

Synopsis: Caravel is the name of a project run in Symantec to automatically convert Brazilian Portuguese into Iberian Portuguese. The methodology is based on the use of linguistic regular expressions. This presentation will explain why Brazilian and Iberian Portuguese always need to ship as two separate languages and how Caravel has enabled Symantec to achieve this with significant cost reductions and time savings. Finally, this presentation will provide a quick overview on how this methodology compares to human translation and machine translation.

E1: FEISGILTT: A Three-part Session

Speakers: David Filip (LRC/CNGL), David Lewis (CNGL, Trinity College Dublin), Yves Savourel (ENLASO Corporation)

Synopsis: Everything You Wanted to Know about ITS 2.0 (David Lewis)
Internationalization Tag Set (ITS) is a simple yet powerful collection of internationalization and localization related metadata categories that can be used with the same semantics across a number of formats addressing a range of internationalization and localization use cases. Compared to 1.0, ITS 2.0 brings more data categories — natural language processing techniques such as text analytics and machine translation (MT) are integrated — and provides explicit guidance not only for XML-based formats but also for HTML5. The W3C Multilingual Web-LT Working Group also pays attention to mappings into other important standard formats, such as XLIFF and RDF. The breakthrough is in the fact that 2.0 brings categories that can be populated with metadata during the localization cycle. This presentation will highlight a selection of use cases and how implementations enable interoperability across source editors, content management systems, translation management systems, MT and text analytics engines, and computer-assisted translation tools.

Why XLIFF 2.0 Was Worth the Wait (David Filip)
XLIFF 2.0 entered its first public review on 29 April 2013. There are still a few nontrivial steps to get to the final OASIS standard status. So what is new and why is it good? The core is much smaller than XLIFF 1.2, but in 2.0 the core comes accompanied with a powerful array of eight modules. The modules are as simple as a couple of attributes for generating HTML previews or as complex as a general size and storage restriction mechanism, a local leveraging mechanism or a vehicle for a comprehensive validation mechanism. Most importantly, the nonnegotiable core builds on the 1.2 best loved elements, improves and unifies segmentation behavior and thus provides a bigger, lowest common denominator, which simply means more baseline interoperability.

A FEISGILTT Idea That Will Change Your Business: (Yves Savourel)
Localization quality assurance is an important aspect of the localization process. When a workflow spans different tools and environments it is crucial to keep some level of interoperability for the quality information. This presentation will show how various types of documents can go through different steps and applications and use the same mechanism to carry quality information throughout the journey. It also illustrates how the Internationalization Tag Set 2.0 new data categories are used in real-life projects, mixed with XLIFF, XML and HTML5, allowing better interoperability.

E2: Between a Rock and Hard Place: The Untold Story of the Price-Quality Link

Speakers: Don DePalma (Common Sense Advisory), Ben Sargent (Common Sense Advisory)

Synopsis: Companies are increasingly faced with the need to expand from 10 languages to 20, from 20 to 40 and so on. At the same time, they need to increase the depth of content being translated for their tier one languages. But translation budgets cannot expand using the same arithmetic. Thus, translation buyers find themselves in a conundrum. Language service providers can help buyers navigate the future or lose their business. Innovative service providers should continue to improve automation but that won’t be enough by itself. The process itself has to become more responsive to the needs of the buyer. In this presentation, two senior analysts from Common Sense Advisory review data drawn from research on global websites, current translation production models from service providers and what buyers say about the price-quality link. Attendees will gain insights on changing requirements in the industry and what translation suppliers can do to improve customer focus and grow their businesses.

E3: CSA Buy-side Colloquium: What Business School Never Taught You about ROI

Speakers: Don DePalma (Common Sense Advisory), Ben Sargent (Common Sense Advisory)

Synopsis: Language may facilitate 30% or more of a company’s overall revenue nowadays, but translation and localization managers all too frequently find themselves having to justify what they do. What are the input factors for measuring the “R” and “I” in return on investment (ROI)? What should your success metrics be? Increased sales, larger market share, improved customer satisfaction scores or something else? Where do you find this information within your organization? Are you prepared for spreadsheet heaven (or hell)?  How should you present the data once you have it? Participants will leave with the research-based information they need to answer these questions and a checklist they can use to build their next business case for translation and localization ROI.

Space is limited and reservations are required. Attendance is limited to buyers of translation or localization services from buy-side companies. Please contact us to reserve your seat.

E4: Nordic Round Table

Panelists: Henrik Lottrup (LanguageWire), Guðmundur Freyr Magnús (Skopos - Icelandic Language Professionals), Mika Perttilä (AAC Global), Anders Uddfors (Semantix)

Moderator: Anne-Marie Colliander Lind

Synopsis: What are the defining characteristics of the Nordic market for translation and localization services? Why are there as many as eight companies from the region listed on Common Sense Advisory’s ranking of Top 50 language service providers? Who are the largest providers and what generates the need for translation and localization services in the different countries? Are Denmark, Finland, Iceland, Norway and Sweden all the same? What are the main cultural and business differences?

We have invited executive management representatives from the five largest Nordic providers to this panel. We will discuss the opportunities and obstacles for anyone interested in doing business with the Nordics as subcontractors or establishing relationships with corporate clients. Come find the secret sauce of a region that creates household brands like IKEA, Nokia, Volvo and Bang & Olufsen, and together represents the equivalent of 40% of the German economy. It is going to be a smörgåsbord of information.

F5: Current Developments in Global SEO

Speakers: Michelle Craw (QueryClick Ltd), Anubhav Jain (Adobe Systems, Inc.), Roberto Sastre (Lionbridge)

Host: Ulrich Henes

Synopsis: English is not the native (first) language for over 70% of internet users. This means that there are 900 million users whose search behavior is very different from that of native English speakers. If your business is (or could go) global, this session will give you more insight and skills to create multilingual websites with effective international search engine optimization (SEO). This session will be ideal for those familiar with the principles of SEO and who are looking to develop or improve upon global strategies for their business and want to learn about current developments in global SEO.

F6: Integrating Translation Services into Sitecore: How Jabra Achieves Online Brand Consistency in 15 Languages

Speakers: Michael Harboe (Jabra), Anders Holt (translate plus)

Host: Katie Botkin

Synopsis: Jabra, one of the world’s leading suppliers of hands-free communication solutions, had previously struggled to achieve consistency throughout their online messaging. When it came to updating their local websites, including any technical documentation, there were over 200,000 words to translate into 15 languages, totaling over 3.5 million words. We will take a look at how we integrated Jabra’s content management system platform, Sitecore, with i plus — the translation management system from translate plus — so that Jabra can seamlessly manage data transfer, access memories and glossaries online, see real-time reports on project status and achieve outstanding multilingual search engine marketing results.

F7: Global Websites: Are You Too Late to the Party?

Speakers: Gary Elsdon (Sabre Travel Network), Andrew Lawless (Dig-IT!)

Host: Katie Botkin

Synopsis: It’s easy to look around at all the success we can see — companies such as Apple that make about 60% of their revenues outside the United States — and feel like you’ve missed the bus. But you haven’t missed out and you aren’t too late, you’re not even close. But what you need are the right tools, team and technology. This presentation will share Sabre Travel Networks experience in:

• Getting started and taking the next steps to a global website
• Choosing technology tools for content, translation management and translation automation
• Implementing efficiencies in the workflow
• Determining team structure: the right mix between internal and external translation teams
• Getting budget and buy-in
• Breaking strategy into practical action

F8: Leveraging Cloud Technology to Align Global Marketing with Local Customer Needs

Speakers: Blair Hardie (Life Technologies), Michael Meinhardt (Cloudwords, Inc.)

Host: Mary Laplante

Synopsis: In this session, we will outline best practices and strategies to inform companies how to better align global marketing with local customer needs. Together with world-renowned life sciences company Life Technologies, we will showcase strategies used by enterprise companies scaling global digital marketing efforts. We will discuss how a new breed of cloud applications helps global teams standardize and optimize the process of translating and localizing e-marketing materials as well as measure marketing efforts to ensure effectiveness and evaluate return on investment. Life Technologies will elaborate on how they have streamlined globalization initiatives.

G1: Content Strategy: In Search of a Common Vocabulary and a Vision of Success

Speaker: Scott Abel (The Content Wrangler)

Host: Stefan Gentz

Synopsis: Content strategy is one of the most popular business buzzwords of 2013. It seems that everywhere you look, someone is talking about content strategy. But, do they actually know what they're talking about? Or, is it just a lot of hype and very little substance? In this opening address in the Content Strategy track, we will discuss the importance of a common vocabulary amongst content professionals. We'll demystify the most important terminology in the content strategy arena and work with attendees to create the necessary ingredient in every content strategy initiative — the vision statement.

G2: Adaptive Content for Multiple Mobile Devices

Speaker: Ann Rockley (The Rockley Group, Inc.)

Host: Scott Abel

Synopsis: The only way to create content that meets changing customer needs is to create adaptive content. Adaptive content automatically adjusts to different environments and mobile device capabilities to deliver the best possible customer experience, filtering and layering content for greater or lesser depth of detail. This session provides an understanding of how you can support adaptive content through:

• Structure
• Metadata
• Business rules
• Changing processes

G3: Localization Services for Intelligent Content: How Do We Meet the Content Explosion in a Shifting Global Economy?

Speakers: Stefan Gentz (TRACOM OHG), Alan Porter (Caterpillar Inc.), Ann Rockley (The Rockley Group, Inc.), Páraic Sheridan (CNGL)

Host: Scott Abel

Synopsis: Intelligent content is content that is “structurally rich and semantically aware, and is therefore automatically discoverable, reusable, reconfigurable and adaptable”. Organizations that leverage intelligent content methods, standards and tools do so to meet the needs of their existing customers and to find ways of reaching new audiences. The global economy is a significant driver for adoption because traditional information development management approaches aren't scalable, are riddled with expensive, inefficient, manual processes, and fail.

There are a number of industries making use of intelligent content. Companies that produce content as their primary product (or content as a service) — publishing and media companies, for example — have begun to adopt intelligent content as a methodology for moving away from the traditional print model to a multichannel, multidevice model that allows them to provide personalized content offerings. Companies that produce huge volumes of content such as life sciences (pharmaceutical, health care, medical device) and financial services companies use intelligent content to optimize access and retrieval and to provide access to real-time content on demand. The high technology industry (makers of hardware, software, electronics and network systems) has been moving toward intelligent content for a number of years, making use of intelligent content to reduce manual content production tasks and to provide automated, relevant, highly personalized content experiences. Government is also starting to use intelligent content to manage and deliver legislative content.

G4: From Good Enough to Excellence — Adding Value to the Translation Industry

Speaker: Stefan Gentz (TRACOM OHG)

Host: Scott Abel

Synopsis: High-quality translations — we all love them, right? But is that enough? No, it’s not enough for a bright future as a language service provider (LSP) in a more globalized, continuously changing, high-speed industry. It is usually well accepted that each professional organization is built on an established and appropriate management framework. An increasing number of small single language vendors and LSPs are building their businesses on EN 15038, bigger ones on ISO 9001. But to stand out from the mass in the future, companies need to do more than just optimizing processes and reducing costs. Excellent organizations achieve and sustain superior levels of performance that meet or exceed the expectations of all their stakeholders. The EFQM Framework for Enterprise 2.0 by the European Foundation for Quality Management has been developed to provide organizations with a holistic and universal approach toward excellence in managing their Enterprise 2.0 strategy. This session will give an inspiring ride through the EFQM’s 8 Concepts of Excellence.

G5: Developing a Global Content Strategy

Speaker: Alan Porter (Caterpillar Inc.)

Host: Scott Abel

Synopsis: You've just been tasked with developing a global content strategy for a major brand, you've settled in to your new office and you have all these great ideas. But now what? How do you sort through the ideas, the industry information, figure out what strategy will work for you and what content you want to create or use? How do you move from a US-centric view of content to a truly global one?

A methodology used in developing a new content strategy for the CAT brand — the flagship brand of Caterpillar Inc., ranked one of the Top 100 Global Brands — will be presented in this session along with reports on what worked, and equally as important, what didn't. The session will be a practical introduction to taking the leadership role in a large global enterprise content strategy opportunity.

G7: I Just Want to Touch It — Hands-on Mobile (The Tactile Experience of Mobile)

Speaker: Charles Cooper (The Rockley Group)

Host: Scott Abel

Synopsis: We all talk a lot about the "mobile experience" — what it means to use a mobile device, where we (or our customers) might be when we're using one and so on. But all too often, we generalize it and forget that different devices give us very different experiences. Learn why it's critical to touch, feel, experience and understand a variety of mobile devices before you develop your strategy for localizing your content and delivering it on these most personal of computing devices.

G8: Balance and Compromise: Weaving Localization into Content Strategy

Speaker: Lise Bissonnette Janody (Dot-Connection)

Host: Scott Abel

Synopsis: As companies embrace the practice of content strategy, they must consider localization issues — right from the start and at every step of the process. What is this process and how can it help managers make smart choices with respect to the content they translate and localize on their websites? Attendees will learn:

• Questions to consider when building localization strategies for specific content types
• Common pitfalls to watch out for and possible options for avoiding them
• Ways to align your global content strategy to business objectives

H5: Unconference @ Localization World

Speakers: session participants

Moderator: Teresa Marshall

Synopsis: Interested in a unique track at Localization World? Are you ready to join the conversation and discussions? For the second time, we are holding an “unconference” at Localization World. Never heard of that? An unconference consists of participant-driven sessions, decidedly without the conventional format of a conference. There are no PowerPoint presentations and no sales pitches! There are only topics the group votes on. There is no agenda until the participants create one on the spot, at the beginning of the meeting.

H6: Unconference @ Localization World

Speakers: session participants

Moderator: Teresa Marshall

Synopsis: Interested in a unique track at Localization World? Are you ready to join the conversation and discussions? For the second time, we are holding an “unconference” at Localization World. Never heard of that? An unconference consists of participant-driven sessions, decidedly without the conventional format of a conference. There are no PowerPoint presentations and no sales pitches! There are only topics the group votes on. There is no agenda until the participants create one on the spot, at the beginning of the meeting.

H7: Unconference @ Localization World

Speakers: session participants

Moderator: Teresa Marshall

Synopsis: Interested in a unique track at Localization World? Are you ready to join the conversation and discussions? For the second time, we are holding an “unconference” at Localization World. Never heard of that? An unconference consists of participant-driven sessions, decidedly without the conventional format of a conference. There are no PowerPoint presentations and no sales pitches! There are only topics the group votes on. There is no agenda until the participants create one on the spot, at the beginning of the meeting.

H8: Unconference @ Localization World

Speakers: session participants

Moderator: Teresa Marshall

Synopsis: Interested in a unique track at Localization World? Are you ready to join the conversation and discussions? For the second time, we are holding an “unconference” at Localization World. Never heard of that? An unconference consists of participant-driven sessions, decidedly without the conventional format of a conference. There are no PowerPoint presentations and no sales pitches! There are only topics the group votes on. There is no agenda until the participants create one on the spot, at the beginning of the meeting.


Preconference Synopses

Life Sciences Round Table

P01: Life Sciences Business Round Table (14.00-18.00 Tuesday, 11 June and all day Wednesday, 12 June)

Speakers: Inge Boonen (Arancho Doc), Henk Boxma (Boxma IT), Mark Hodgson (Moravia), Maria Kania-Tasak (Arancho Doc), Kenneth Klein (OmniLingua Worldwide), Michael Oettli (nlg worldwide), Libor Safar (Moravia)

Hosts: Simon Andriesen, Sandra La Brasca, Clio Schils

Synopsis: In the world of translation and localization, the life sciences sector is different from any other industry because of the unique and specific nature of its requirements. With regulations changing on a continual basis, a premium is placed on quality above all else. For our Life Sciences Business Round Table in London, we are delighted to offer a stellar one-and-a-half day program with a particular focus on the challenges of medical device localization. Life sciences professionals, clients and vendors will be presenting and sharing their thoughts and experiences on specific processes as well as the variety of requirements and challenges at work in the life sciences industry today.

Please click here for more information.

Advisory Committee: Simon Andriesen, Richard Korn, Sandra La Brasca, Jacques Samy, Clio Schils

Clients, vendors and life science professionals from other disciplines are welcome to participate in this session. However, vendor participation is limited and subject to screening. If you would like to participate in this round table, please contact Clio Schils to obtain an admission code necessary for registration.
This extended session includes a lovely dinner Tuesday evening, 11 June, with transportation provided.

Games Localization Round Table

P02: Game Localization Round Table

Speakers: Teddy Bengtsson (RoundTable Studio), Daniel Finck (Aeria Games Europe GmbH), Clara Gómez Pérez (Goodgame Studios), Aline Müller (Kabam), Morgan Rushton (Shloc Ltd), Xiaochun Zhang (University of Vienna)

Host: Miguel Á. Bernal-Merino

Synopsis: This full-day round table consists of several distinct sessions presented by experts in game localization and 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.

Please click here for more information.

Advisory Committee: Michaela Bartelt, Miguel Á. Bernal-Merino, Simone Crosignani, Stephanie O'Malley Deming, Laura van Nigtevegt, Vanessa Wood

Space for this session is limited. Please contact Simone Crosignani to obtain an admission code necessary for registration.

P03: Sales/PM Collaboration Workshop

Speakers: Jessica Rathke (Localisation Sales & Marketing)

Synopsis: The level of understanding and cooperation between sales and project management organizations can strongly impact a language service provider’s ability to win and retain valuable customers. Sales people often lack the depth of delivery understanding that can help them tap into new service opportunities, while project managers lack the sales experience to maximize the revenue potential of their customers. Furthermore, there is sometimes more competition than cooperation in the way they collaborate. We bring these two roles together to foster a better appreciation of the different perspectives that sales and delivery bring to the sales process. Participants will experience the power of cooperation first-hand by developing solutions to real-world industry case studies that require them to take better advantage of each other's strengths.

P04: Introduction to Content Modeling

Speaker: Ann Rockley (The Rockley Group, Inc.)

Synopsis: Models formalize the structure of your content in guidelines, templates and structured frameworks. When you model your content, you identify and document the structure upon which your unified content strategy is based. Content models and structured writing best practices result in content that is easier to create, translate and localize, reuse, and publish to multiple channels and multiple devices. To create structured modular content you need content models and structured writing guidelines to help writers effectively write to the models. This workshop teaches you how to create content models and the content supported by those models. You will learn:

• The role of a unified content/single sourcing strategy
• How to create content models, element models, structural reuse maps, content reuse maps and structured writing guidelines
• The relationship between content management and structure
• How XML plays a role
• How to manage change, including collaborative authoring and changing roles for authors

P05: FEISGILTT Federated Track

Speakers: Pedro Luis Díez-Orzas (Linguaserve), Fredrik Estreen (Lionbridge), Ryan King (Microsoft), David Lewis (CNGL, Trinity College Dublin), Arle Lommel (DFKI), Lucía Morado Vázquez (University of Geneva), Kevin O'Donnell (Microsoft), Yves Savourel (ENLASO Corporation), Bryan Schnabel (Tektronix, Inc.), Uwe Stahlschmidt (Microsoft), Jesús Torres Del Rey (Universidad de Salamanca)

Host: David Filip

Synopsis: The FEISGILTT Federated Track will serve as a showcase of high-impact case studies and live demonstrations relevant for a broader business audience interested in the value proposition of interoperability standardization — mainly XLIFF and ITS, but also ETSI ISG LIS (legacy LISA) standards, Unicode and CLDR, SVG and DITA, HTML5 and RDF, CMIS and RESTful web services, and so on. This session will also offer an opportunity for those who want to standardize and for general Localization World attendees to discuss interoperability among various internationalization and localization standards.

Please click here www.localizationworld.com/lwlon2013/feisgiltt for more detailed information on FEISGILTT 2013.

P06: Localization for Start-ups

Speakers: Daniel Goldschmidt (Microsoft), Oleksandr Pysaryuk (Achievers Corp.)

Synopsis: This session will focus on localization in the context of any small, fast-growing start-up-like company that is just entering or planning to expand further into new local markets. Participants will learn about things a start-up needs to do early to prepare its product for global users. The following subjects will be covered:

• Introduction into the world of start-ups (incubators, pitches, venture capital, growth, exit and so on)
• Making a decision to localize •Winning executive support
• Setting up a localization function in a start-up company
• The importance of international product management

Special focus will be on what a start-up needs to do before considering launching a product, a website, a mobile application or a web platform in other languages — internationalization of software, making content world-ready. Participants will gain an overview of the localization tasks, processes, issues, tools and localization maturity. There will also be time for the exciting practical part where participants will have a chance to create their own context and apply localization layers to it.

P07: Agile Localization Fundamentals: An Integrated Approach

Speaker: Alberto Ferreira (Avira Operations GmbH & Co. KG)

Synopsis: The focus of this half-day workshop will be to introduce practical and hands-on strategies and techniques for in-house localization teams working in the software development industry in order to respond to the fast-paced delivery required in agile software development environments. By the end of the workshop, you will have a broader perspective on how to implement your localization process in the ever-changing tide of requirements and customer expectations, and still make every word count.

Please click here for detailed information.

This session is limited to 20 attendees.

P08: Localization Sales and Marketing Round Table

Speakers: Anne-Marie Colliander Lind (Inkrea.se Consulting AB), Aki Ito (TOIN Corporation/LocalizationGuy)

Host: Renato Beninatto

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

P09: TAUS: MT Showcase

Speakers: Rahzeb Choudhury (TAUS), Manuel Herranz (Pangeanic), Udi Hershkovich (Safaba), Hieu Hoang (University of Edinburgh), Maxim Khalilov (TAUS Labs), Lori Thicke (LexWorks)

Synopsis: This session aims to raise awareness about and promote the industry’s informed use of machine translation (MT). MT is making strides in the industry as entry barriers into MT continue to come down and the benefits grow. Come learn from users and providers, make more informed decisions about translation automation and sharpen your translation strategy. The opening TAUS talk provides an overview of adoption and usage patterns and is followed by a series of crisp and pointed presentations from small and large companies that have or are in the process of incorporating MT into their service offerings or operations. The session will end with a highly interactive panel discussion.

This session is funded by the European Commission as part of the MosesCore project. Register early, as space is limited. 

P10: An Open Model for Assessing and Estimating Translation Quality: A Round Table Tutorial

Speakers: Stephen Doherty (Dublin City University/CNGL), Arle Lommel (DFKI), Lucia Specia (University of Sheffield), Hans Uszkoreit (DFKI)

Synopsis: Assessing translation quality has been hampered by the lack of open and widely accepted tools and methods that support the automation required by today’s workflows. Existing manual methods tend to be ad hoc and not comparable between jobs, customers and service providers. They are also too expensive to be used as they should be. The tutorial portion of this program will present two methods: methods for automatic quality estimation that can help target quality-assessment efforts; and a set of standardized categories and assessment methods that can be used to ensure translation quality. Both of these have been developed in the EC-funded QTLaunchPad project and are being implemented in a free, innovative and open-source editing environment. In the round table discussion, potential users (both language service providers and end users) are encouraged to bring and discuss examples of the difficulties they currently encounter. Feedback from the round table will guide further development of QTLaunchPad’s open resources and help ensure that project results meet industry needs.

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