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Keynote Synopses

Crowdsourcing in Translation: How the Power of the Crowd Is Accelerating the Process of Globalization

Speaker: Jeff Howe

Synopsis: If there is one industry where crowdsourcing can turn things upside down, it is the translation industry. The global population of professionally trained translators is not larger than a few hundred thousand. This is a fraction of the supply who is needed to keep up with the ever-increasing demand for translation, but there are a billion people ready to step up. They may not be linguistically trained, but they know enough of a second language to help out. Their lack of knowledge of syntax is over-compensated with expertise in every area of specialization. They often know the terminology and the technology better than the translators. Many companies have already started engaging users in their translation and support activities. Jeff Howe, author of the book Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business, is coming back to Localization World to discuss this exciting opportunity for groundbreaking innovation in the localization industry.

Tuesday October 14 9:00-10:00

Program Session Synopses


A1: Why Are We Paying Twice for Our Translation?

Host: Melissa Biggs
Speakers: Nic McMahon (Jonckers), Kirsten Sutton (Business Objects)
Format:
Point/Counterpoint

Synopsis: Companies purchasing translation, big and small alike, are making it common practice to create extensive internal infrastructures of permanent staff and/or volunteers to review translations delivered by their localization vendors. After paying the outsourced costs for the translation, the companies are paying an additional internal price to validate the translation. Ultimately, the translations are costing twice as much as they should. Why are we all doing this?

Tuesday October 14 10:30-11:30


B1: Sim-ship? Double-digit Savings? High Quality? How to Have It All With an Integrated, Agile Localization Methodology

Host: Ulrich Henes
Speaker: Iris Orriss (Microsoft)
Format:
Praxis

Synopsis: Agile methodologies, short time-to-market, and continuous development and content publishing have rapidly gained importance. More than ever, organizations struggle to integrate localization successfully without exploding cost or dropping the quality bar. This case study explores how SQL Server 2008 was simultaneously released in 21 languages after completely overhauling its development process including a new, innovative approach to localization. The session will show how localization was integrated from the start of design enabling higher-quality translations through continuous, steady outsourcing; cost efficiency through seamless integration of localization requirements into the development process; and enabling simultaneous releases through agile methodologies.

Tuesday October 14 10:30-11:30


C1: Making a Compelling Business Case for Multilingual Content Strategies

Moderator: Donna Parrish
Speakers: Leonor Ciarlone, Mary Laplante (Gilbane Group)
Format:
Perspective

Synopsis: New research from Gilbane Group confirms that when it comes to delivering multilingual communications, content, language, and IT, professionals use whatever resources they have at their disposal to just get it done. But performing tactically is no longer enough to attract international audiences, maintain competitive positioning and scale to meet demand. This session shows you how to perform tactically, think strategically, and sell the global content value proposition within your organization. Gain insights as Gilbane Group shares results from its new study Multilingual Communications as a Business Imperative: Why Companies Need to Optimize the Global Content Value Chain. Topics include approaches to integrating content and localization/translation management platforms, understanding the people, process and technology issues required for success, and making the business case for investing in solutions, all based on real-world advice from the field. The agenda begins with an introduction to the concept of the global content value chain and concludes with case studies drawn from original Gilbane Group research.

Tuesday October 14 12:00-1:00


D1: Introduction to Localization I

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

Synopsis: Three highly-experienced industry experts will illuminate the basics of localization for session participants over the course of three one-hour blocks. This instruction is particularly oriented to participants who are new to localization. Participants will gain a broad overview of the localization task set, issues and tools. Subjects covered will be fundamental problems that localization addresses; components of localization projects; localization tools; and localization project management. There will also be time for questions and answers plus the opportunity to take individual questions offline with the presenters. This session will present an overview of why localization is a complex endeavor that requires specialized knowledge, understanding and experience. Theory will be mixed with anecdotal, true-to-life material.

Tuesday October 14 12:00-1:00



A2: Web 2.0: Swept Away by the Current, or Is It for Real?

Moderator: Clio Schils
Speakers: Balázs Kis (Kilgray), Clove Lynch (Lionbridge), Jost Zetzsche (TM Marketplace)
Format:
Point/Counterpoint

Synopsis: The localization industry has been slow to awaken to the trends of today’s more web-based and community-based economy. However, once it finally started to stir, it really began to rattle. At the last Localization World in Berlin, crowd-sourcing was the buzzword. Now, this panel combines two of the industry players that are part of the next wave of Web 2.0: sharing of tools and data. Clove Lynch will detail some of the reasons and strategies behind Lionbridge's decision to release its online service platform, Freeway, to the entire localization ecosystem, and TM Marketplace’s Jost Zetzsche and Kilgray’s Balázs Kis will explain how their data-sharing platform will change concepts of open-data use.

Tuesday October 14 12:00-1:00


B2: Best Practices in Post-Editing MT

Host: Jaap van der Meer
Speakers: Ana Guerberof (Logoscript), An Stuyven (Skrivanek)
Format:
Praxis

Synopsis: Two language service providers report on their experiences with post-editing machine translation (MT) output. One focuses on a pilot study where correlations were explored between fuzzy matches from translation memory databases and the results from MT in terms of quality and productivity with remarkable conclusions. The other zooms in on appropriate training for MT post-editors.

Tuesday October 14 12:00-1:00

C2: Linguistic Supply Chain — Buzzwords or Reality?

Moderator: Ulrich Henes
Speakers: Peter Argondizzo (Argo Translation), Daniel Nackovski (across), Gerald Salisbury (SMA Technology)
Format:
Point/Counterpoint

Synopsis: Customer and technology and translation service providers join in this session to present a real-world case study and to share lessons learned from the implementation and use of a language server environment that interacts with customers and subsuppliers.


Tuesday October 14 12:00-1:00


D2: Introduction to Localization II

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

Synopsis: Continuing the topics introduced in D1, the leaders will discuss how project components become readied for localization, the application of tools that localization specialists use and what to consider when designing and executing tests of localized products.

Tuesday October 14 12:00-1:00


A3: Web 2.0 Architecture for Globalization Processes

Host: Donna Parrish
Speakers: Scott Ng, Julie Selby (Sun Microsystems)

Format:
Perspective

Synopsis: Social networking technology is growing fast. Wikis, twikis and blogs are becoming the new collaborative tools for communication on the web. With this new tool come many challenges for translation. There are numerous wikis and potentially many authors all over the world. So how will the localization community keep up with the increasing use of wikis to communicate critical product information? Learn about the challenges and solutions that Sun Microsystems is addressing to improve and increase information exchange around the world.

Tuesday October 14 2:30-3:30


B3: Machine Translation. Is It Now?

Host: Heidi Depraetere
Speakers:Sophie Hurst (SDL), Arturo Quintero (Moravia), Jean Senellart (SYSTRAN)

Format:
Point/Counterpoint

Synopsis: Machine translation (MT) has a visibility today like it hasn’t had for many years. New approaches and technology providers are emerging, and both clients and suppliers are giving a serious look into MT technology. At the same time, an imminent success and widespread adoption of MT may not be an accomplished fact as yet, and MT has a history of “ups and downs” in expectations. This panel will bring together leading professionals from the industry — translation and localization service providers and MT technology suppliers — to answer the questions of the day.

Tuesday October 14 2:30-3:30


C3: Industry Announcements

Host: Ulrich Henes

Synopsis: New at Localization World Madison, this session will give companies that are making news the opportunity to share it with conference attendees. The announcements can cover such things as important mergers and acquisitions, major innovations or industry-wide initiatives.

Tuesday October 14 2:30-3:30


D3: Introduction to Localization III

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

Synopsis: Continuing the topics introduced in D1 and D2, the presenters will introduce additional concepts and then place a synthesis of all topics discussed into the context of creating and running efficient localization projects.

Tuesday October 14 2:30-3:30


A4: Community Localization: Practical Solution or Pipe Dream?

Host: Nic McMahon
Speakers: André Pellet (ProZ.com), Paula Shannon (Lionbridge)
Format:
Perspective

Synopsis: “Revolutionary opportunities come from the meeting of many minds.” Community translation, crowd-sourcing and social networking can be powerful strategic instruments in the localization industry. In this panel of thought leaders we will hear three different perspectives from complementary players in the value chain: the global IT company, the global language service provider and the global translators’ community. New business models under construction — what are the pitfalls and the trade-offs?

Tuesday October 14 4:15-5:15


B4: Chinese and Japanese Medical Device Localization: Unique Collaboration and Perspectives

Host: Clio Schils
Speakers: Richard Korn (St. Jude Medical), Janis Shea (Lionbridge)

Format:
Perspective

Synopsis: St. Jude Medical and Lionbridge recently collaborated to localize a new user interface and help system for cardiac technology into Simplified Chinese and Japanese. This presentation will focus on the innovative approaches used for project management, software testing and project review. The emphasis will be on global teamwork and collaboration between St. Jude Medical’s localization and software teams based in Los Angeles and Mumbai, India, and the Lionbridge teams based in Los Angeles, Beijing and Tokyo.

Tuesday October 14 4:15-5:15


C4: Open Space Session

Facilitator: Daniel Goldschmidt
Format:
Open Space

Synopsis: This Open Space session will facilitate brainstorming on topics to be selected by the participants. Ideas for brainstorming may come from any session during the conference or from the keynote speaker. Participants in the Open Space session will select three or four topics for discussion and breakout into smaller groups. A Localization World wikispace will be available for the groups to record the notes on their discussions. This wikispace will remain open after the conference to allow participants and other parties to continue the discussion.

Tuesday October 14 4:15-5:15


D4: Introducing GlobalSight: Developing an Open Source Translation Management System
Host: Gary Prioste (Welocalize)

Synopsis: Since the launch of the GlobalSight Open Source Initiative, over 140 participants have signed up to join the community and learn more about how they may collaborate to innovate and contribute to the development of a flexible, open-source global content management platform. 

The first North American GlobalSight community meeting will address the questions and feedback received to date and discuss the critical success factors for the future of the initiative and product.  This workshop will include a comprehensive demo of GlobalSight along with program and product updates. There will also be panel discussions on the current state of TMS in our industry and on an open-source community model that best leverages knowledge and innovation in the industry.

Attendance is free and open to all community members and interested parties.


Tuesday October 14 4:15-5:15

A5: Modern Cultural Adaptation of Websites

Host: Donna Parrish
Speakers: Gary Muddyman (Conversis), Nitish Singh (St. Louis University)
Format:
Perspective

Synopsis: Following up from Gary Muddyman’s presentation at Localization World Berlin, “Current Web Globalization Practices,” Gary Muddyman and Nitish Singh will take a further look at best practice in web localization based on research undertaken by Nitish. This research looks at current thinking in the field of cultural adaptation. They will present the results of research exploring the tension between customers’ acceptance of a global identity and adherence to one's national identity. They will look into the implications for localizers in assessing the depth to which websites should be localized versus standardized in an international environment.

Wednesday October 15 9:00-10:00


B5: Open Source TMS: How Do We Collaborate to Innovate?

Moderator: Nic McMahon
Speakers: Frank Bergmann (]projectopen[), Andrew Draheim (Kidd & Draheim), Gary Prioste (Welocalize)
Format:
Point/Counterpoint

Synopsis: Globalization has enabled and forced individuals and organizations worldwide to collaborate in order to achieve more efficient and enhanced outputs. Innovating business models is no different. Breaking new ground in the translation technology sphere does not occur in independent silos. In order to innovate, we must bring together all of the best minds. Over the last year or so, the industry has witnessed increased collaboration to drive the development and progress of translation tools and technologies. This panel discussion looks closely at two initiatives that have applied an open-source framework for developing a translation management system (TMS): the GlobalSight Open Source Initiative and ]project open[. The first two panelists will discuss their approaches, achievements and challenges in building a successful open-source program, from economics, leadership and governance. The last speaker will address the importance of open standards for protecting investments made in a TMS deployment and will address common concerns and best practices from the perspective of a potential adopter.

Wednesday October 15 9:00-10:00


C5: Globalization Fundamentals at eBay

Host: Melissa Biggs
Speaker: Nelson Ng (eBay)
Format:
Perspective

Synopsis: Until recent years, globalization was an afterthought in product design and development. With the growing importance of the worldwide market, companies have recognized globalization as a key enabler for international expansion. This presentation will cover two fundamental areas of globalization -- UI content localization and character encoding. We will look at the challenges in these areas and examine the methodology used by eBay Marketplace, a global trading platform, to provide globalization support to over 84 million active users worldwide.

Wednesday October 15 9:00-10:00


A6: Best Practices in Running Global Projects

Host: Greg Rosner
Speakers: Anna Navarro Schlegel (VM Ware), April Singer (IBM), Trond Wuellner (Google)
Format:
Point/Counterpoint

Synopsis: This panel will share their best-practices and war stories in running global projects — where success depends on the collaboration of people in different organizations, in different countries, different time zones and speaking different languages.

Wednesday October 15 10:30-11:30


B6: How GE Healthcare Was Challenged to Successfully Meet Translation and Regulatory Requirements in Six New Markets

Host: Ulrich Henes
Speakers: Rachael Barnack-Link (GE Healthcare), Joseph Lukasik (Tek Translation International)

Format:
Praxis

Synopsis: Increasingly, growth of the global medical device market is causing companies to market products outside the United States. A key requirement for life science devices sold overseas is that they are delivered with information in the user’s own language. This helps ensure safe use and regulatory compliance. Incorrect labeling or translation can cause adverse outcomes and pose a threat to health and safety. Absolute translation accuracy is a matter of vital importance. Learn first-hand how GE Healthcare and Tek Translation International are working to prepare GE Healthcare products for new markets in compliance with increasingly stringent healthcare regulations.

Wednesday October 15 10:30-11:30


C6: Localization — It's Our Business!

Moderator: Paula Shannon
Speakers: Terry Lawlor, (SDL), Nic McMahon(Jonckers), Gary Prioste (Welocalize)

Format: Point/Counterpoint

Synopsis: This will be the second in a series of sessions designed to explore the business dynamics of the localization industry and foster a frank exchange about the way in which macro and micro economics can impact our operating models. With the recent financial markets crises, precarious credit and lending scenaria, global economic slowdowns predicted and a raft of other grim news, how does all of this work its way through the localization industry supply chain?

At Localization World Berlin in June 2008, a successful session was held to delve into the effect of global currency volatility on the localization supply chain and sourcing models. In this session we will discuss other business trends and hear from industry leaders on how these do or do not affect their particular company or eco-system. We will also encourage a discussion around solutions and best practice for managing these issues with clients, partners and suppliers.

Topics for discussion will include:

  • Global Credit Crunch — How do localization industry payment timetables stack up in a tighter world?
  • Limitations on Liability — What is the appropriate level of risk for a localization provider to assume?
  • The Value of Good Localization — Do our master service agreements and statements of work encourage a broader view?

Wednesday October 15 10:30-11:30

A7: Deeper Than Localization — Designing Culturally Accessible E-learning

Host: Traci Nathans-Kelly
Speaker: Andrea Edmundson (eWorld Learning, Inc.)
Format:
Praxis

Synopsis: In e-learning development, companies typically pass course content directly to professional translators and/or to localization experts to address the more obvious cultural manifestations such as language, semiotics and technological differences. However, e-learning is a cultural artifact, imbedded with the values and cultural characteristics of its designers. Research indicates that in order to ensure that targeted learners achieve equitable learning outcomes, courses will need varying degrees of cultural adaptation depending on their content, pedagogical approaches and types of media used. In this session, Andrea Edmundson, author of Globalized E-learning Cultural Challenges, guides participants through the cultural adaptation process model, a process for researching and analyzing these differences, testing them, and, if needed, adapting courses to the needs and preferences of learners in another culture.

Wednesday October 15 12:00-1:00


B7: Advanced Leveraging TMs: TM Innovation Means Opportunities for LSPs and Corporate Translation Departments

Host: Donna Parrish
Speakers: Thomas C. Alwood (RR Donnelley), Daniel Gervais (Multicorpora)

Format: Praxis

Synopsis: The translation industry is demanding greater results from TM technology. A new generation of translation tools, referred to as advanced leveraging, is emerging, promising users greater flexibility and savings. This case study will show how one company’s experience in adopting an advanced leveraging tool brought about unexpected challenges in redefining workflow and is pushing it to rethink its business models in response to this new technology.

Wednesday October 15 12:00-1:00


C7: Open Space Session

Facilitator: Daniel Goldschmidt
Format:
Open Space

Synopsis: This Open Space session will facilitate brainstorming on topics to be selected by the participants. Ideas for brainstorming may come from any session during the conference or from the keynote speaker. Participants in the Open Space session will select three or four topics for discussion and breakout into smaller groups. A Localization World wikispace will be available for the groups to record the notes on their discussions. This wikispace will remain open after the conference to allow participants and other parties to continue the discussion.

Wednesday October 15 12:00-1:00


A8: Localization at Facebook

Host: Kathleen Bostick
Speaker: Ghassan Haddad (Facebook)
Format:
Praxis

Synopsis: Facebook has over 90,000,000 active members worldwide, and the site is available in over 20 languages with almost 70 languages in progress. The translation has been primarily done by an active user community. Facebook's astronomical international growth since the launch of the translations is a testimony to the need for language translations, as well as to the speed and quality of the community, technology and process behind the activity over the last six months. This presentation discusses some of the aspects of technology and behind-the-scenes process that contribute to the success of our crowd-sourcing approach and describes some of the challenges that lie ahead. Specific topic will include:
- Motivation behind crowd-sourcing and an overview of results achieved so far
- Description of the process and technology
- Community involvement: motivation drivers and trends
- Quality control

Wednesday October 15 2:30-3:30


B8: Translation Management Systems: Beyond the Build vs. Buy Discussion

Host: Melissa Biggs
Speaker: Ben Sargent (Common Sense Advisory)
Format:
Praxis

Synopsis: Companies looking at translation management technology have three adoption methods to explore: buy and install, use hosted solutions, or adopt a language service provider’s “house” system. In this presentation, Ben Sargent will update the Localization World audience with software options available today. In this presentation, he will cover who is doing what with whom, in this rapidly evolving space, as well as list the core functions that buyers should look for in a translation management system.

Wednesday October 15 2:30-3:30


C8: Web 2.0 Globalization, New Paradigms for New Challenges

Host: Donna Parrish
Speaker: Merle Tenney (Independent consultant)
Format:
Perspective

Synopsis: Web 2.0 sites have all the globalization requirements of traditional websites — Unicode, internationalization, locales, localization, multilingual user interfaces and global gateways. In addition, they have special requirements for users and user content — language preferences, multilingual user content, professional language services, machine-translated content and cross-language search.

Wednesday October 15 2:30-3:30


A9: How Can a Lowly Localizer Convince a Developer to Internationalize?

Host: Donna Parrish
Speaker: Ed Watts (Oracle)
Format:
Praxis

Synopsis: One of the most effective ways to reduce the cost of software localization is to internationalize the code. Properly internationalized software can greatly reduce the amount of time, effort, and therefore money spent on localization and translation. But software developers aren't always well-versed in the principles of internationalization. Some are skeptical of the benefits, and some are even resistant to internationalization efforts. How can localization and translation professionals influence software developers to create internationalized code? Drawing upon my experience in many software development environments at various companies, I will lead a discussion of how both management and peers can influence developers to improve the internationalization state of their companies' source code.

Wednesday October 15 4:00-5:00


B9: Software Localization Tools and a Short Wish List

Host: Daniel Goldschmidt
Speakers: Frank Lin (Cardinal Health), Angelika Zerfass (zaac)
Format:
Praxis

Synopsis: The development of software tools has come a long way since the early days of the localization industry. Today the market boasts a wide array of tools that assist practitioners in many facets of the localization process and business. However, much is still to be desired. This session looks at the history and the current state of the art of localization tools. It identifies a number of issues and problems in localization engineering and proposes (yet to be developed) tools as possible solutions. There will be explanation of what the tools should do and how they may be implemented. It also discusses the need for custom tools to "fill the cracks" in localization automation.

Wednesday October 15 4:00-5:00


C9: Genes to Jeans: Globalization for Agricultural Technology

Host: John Freivalds
Panelists: Jesús Martínez (ABS Global), Jackie Smith (SH3 Translations)
Format: Praxis

Synopsis: How do communicators from leading agribusiness firms get their message to international audiences? Representatives from ABS Global (American Breeder Services, world-leading provider of bovine genetics), Monsanto (the leading plant genetic firm), and SH3 Translations (provider of translations for agricultual machinery) will discuss the challenges and solutions particular to their industries.

Wednesday October 15 4:00-5:00


Passport to Localization: Conference Activity and Closing Session Prizes

Synopsis:
The Globalization and Localization Association (GALA) invites attendees to participate in “Passport to Localization,” an activity designed to drive traffic to GALA member booths and bring an exciting end to conference at the closing session. Enter drawings to win individual prizes by leaving your business card at participating member booths during the conference. Collect logo stickers on a GALA “passport” to be entered in a grand prize drawing for an airline travel voucher valued at $600. For more information about this activity, visit the GALA website or contact Amy Ephrem.


Preconference Synopses


TAUS World TourWS1: TAUS: Converging Methods in Machine Translation

Participants: Heidi Depraetere, Cross Language
Olga Beregovaya (PROMT), Hannah Grap (Language Weaver), Reba Sitzer (SYSTRAN), Kirti Vashee (Asia Online)

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

This TAUS Translation Automation Round Table will feature different approaches to MT with guest speakers from some of the leading MT companies: SYSTRAN, Language Weaver, PROMT and Asia Online. Participants in this round table will learn about the opportunities and barriers to using MT in localization for user manuals, service literature, knowledge bases and other applications. The round table includes hands-on exercises with different MT engines and benchmarking of performance on productivity and quality scores.

Discussions will focus on some of the key questions for anyone who is considering to make MT part of his or her production infrastructure. What does it costs? How can I measure and benchmark the quality of output and the productivity of my post-editors? How can I best train and customize my engines? What does it cost me to maintain the system? Will there be more and better MT engines coming on the market? How difficult is it to develop an MT engine?

The agenda may be downloaded.

Monday, October 13, All Day


WS2: Games Localization Round Table

Moderator: Miguel Á. Bernal-Merino (Roehampton University, London)

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

Sessions:
What is Quality? — Andrea Ballista (Binari Sonori)
Preparing Games for Multilingual Localization — Matthew Whiting, Yasmine Nelson (MS Game Studios)
How to Educate Development Teams on Localization — Arnaud Lebesnerais (Relic Entertainment), Andrew Johnson (Rainbow Studios)
The Eve of a New Era in Localization — Li Tang, Ben Cockerill (CCP games)
Game Localization Training and AcademiaMiguel Á. Bernal-Merino (Roehampton University, London)
Socom Confrontation: A Voice-over Case-Study — Speaker: Hope Dippel (Sony Computer Entertainment America)

What is Quality?
Speaker: Andrea Ballista (Binari Sonori)
Session Description: When talking about games, we all have our own preferences, but how does localization influence the overall quality of a video game? Is it possible to define some user-oriented quality metrics, or is the quality based on the careful planning of the overall localization process? How can we streamline the quality process when multiple entities are linked in an integrated international production environment?

Preparing for Multilingual Game Localization
Speakers: Matthew Whiting, Yasmine Nelson (Microsoft Game Studios)
Session Description: The opening of new territories is taking game industry benefits into the billions, and the potential seems to be even more promising. Yet something very relevant has to happen to turn that potentiality into revenue: well-coordinated game localization. Presently, most games are localized into 15 different languages, and the simship model forces synchronous progression of all language versions. Can we palliate these pressures with better preparation?

How to Educate Development Teams on Localization
Speakers:
Andrew Johnson (Rainbow Studios Inc), Arnaud Lebesnerais (Relic Entertainment)
Session Description: Creating a game is an awesome undertaking, but taking that game to 10 or 20 different countries for the enjoyment of millions of people is no less of a task. Controlling thousands of text strings, graphics files, and audio and video assets and maintaining the naming conventions right through several languages, all titanic jobs in themselves, and the testing and correction of bugs can take more than a month for any game. How can localization departments educate and work with the development team on their side to minimize errors?

The Eve of a New Era in Localization
Speakers: Li Tang, Ben Cockerill (CCP games)
Session Description: Most games currently sold by retailers include an online feature where players can take their gaming experience further in the same game world. But there are some games that can only be played online, and from their first appearance in the mid-1990s they have been gaining in popularity. Two of the main characteristics of these games is that they are continuously growing and that they can be played by thousands of people in different languages around the world. How can we prepare for the localization of huge living and breathing massive multiplayer online games?

Game Localization Training and Academia
Speaker:
Miguel Á. Bernal-Merino (Roehampton University, London)
Session Description: As more and more countries join the computer and internet revolution, more video game publishing companies internationalize their products in order to maximize revenues from the new markets by offering video games in the local language. This multilingual approach has created a new specialization within translation services catered by the game localization industry. Unfortunately, most universities have not been able to incorporate this area of specialization into their curricula, and companies are having to train new recruits in-house. How can industry and academia collaborate to train future game localizers?

Socom Confrontation: A Voice-over Case-Study
Speaker:
Hope Dippel (Sony Computer Entertainment America)
Session description: A case study focused on managing voiceover assets for shipping 17 languages simultaneously, while maintaining consistent audio quality throughout. This case study will touch on some of the complications Sony Computer Entertainment faced as a service group, what it did to overcome them and how the company plans to prevent the same situations from recurring.

Open floor
The workshop concludes with an open-ended opportunity for participants to focus on one or more topics of their own choice or to pick up on issues during the previous sessions.

Monday, October 13, All Day


WS3: Medical Localization Round Table: Partnership in Localization

Moderators:
Morning: Richard Korn (St. Jude Medical)
Afternoon: Clio Schils (The Localization Institute)
Jason Arnsparger, CaridianBCT, Inc.

Synopsis: The Medical Localization Round Table with the overall theme “Partnership in Localization” will focus on business models and processes concerning localization and translation specifically for companies from the medical device, biotechnology and pharmaceutical sectors.

This exchange forum is open to medical localization experts. The topics during the client-only morning session will focus on issues of special interest to clients. The afternoon session is also open to qualifying vendors with a track record in medical localization.

Break-out sessions in the afternoon will offer the opportunity to exchange views on the presented topics. In small groups, participants will discuss how the observations and the lessons learned during this round table may be converted into a range of best practices that are applicable to and compatible with each participant’s own specific corporate environment.

The Medical Roundtable will focus on several issues concerning medical localization and translation. Some of these issues are the following:
•  Quality and Cost – Where Is the Balance?
•  Feasibility of Translation Automation in Medical Localization
•  Translation Memory Data Sharing in Medical Localization
•  Best Practices in Medical Localization Vendor Management
•  Higher € Income vs. Higher € Localization Cost - Is the Low Dollar an Issue?
Participants who would like to share their views in one or more sessions are invited to send an e-mail to Clio Schils.
You can register for the Medical Localization Round Table through the normal registration procedure on this site. For the client-vendor session in the afternoon, the number of vendors will be limited. Vendors with long-standing experience in medical localization will be given priority. Vendors who are interested in participating are kindly requested to send an e-mail to Clio Schils prior to registration. Upon acceptance, you will receive a code that you will need for the registration.

Medical Round Table Advisory Board :
Richard Korn, St. Jude Medical
Jennifer Perkins, Caridian BCT
Inna Geller, Medtronic Inc.
Kimberly Riley, Shire
Simon Andriesen, Medilingua Medical Translations
Andres Heuberger, Foreign Exchange Translations

Monday, October 13, All Day


WS4: Introduction to Medical Localization

Leaders: Simon Andriesen (MediLingua Medical Translations), Andes Heuberger (ForeignExchange Translations)

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

This workshop is intended for people who want to learn more about the practicalities of medical localization and translation: customers in the medical sector (such as medical device and pharmaceutical companies) and providers of medical localization services. Several issues that distinguish medical localization from ‘normal’ localization will be discussed:

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

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

Monday, October 13, Morning


WS5: Cultural Customization Strategies for Successful International Websites

Leaders: Nitish Singh (St. Louis University)

Synopsis: The worldwide e-commerce market is almost 12 trillion USD. But can you effectively tap the global online markets by just translating your websites? Emerging research and data are showing that global online consumers demand websites that cater to their local tastes and preferences. So the key for global online success is “Think global but act local.”

In this session you will learn:

  • How to effectively target international online customers. I will use evidence from nine different countries to emphasize this point.
  • How other companies are culturally customizing their international web sites. The session will show evidence from web sites of almost 900 international companies.
  • Participants will be provided with a powerful cultural customization tool to effectively customize their international websites to different countries.

The presentation will be enriched with website examples, research data, and case studies for designing culturally customized sites for India and China.

Monday, October 13, Morning


WS6: Trados MultiTerm Workshop

Leader: Angelika Zerfass (zaac)

Synopsis: This workshop is an introduction to the concept-based terminology database SDL Trados MultiTerm. Topics covered include:.

  1. setup considerations when creating a new term database
  2. creating, editing and deleting entries
  3. converting terminology lists to the MultiTerm import format
  4. using MultiTerm during translation (term recognition, term creation, term checking)
  5. short overview over SDL Trados MultiTerm Extract (if time permits)

Participants are encouraged to bring their list of questions if they have worked with MultiTerm before and/or term lists for conversion to the MultiTerm format. For the conversion of individual lists, participants need to bring a laptop with MultiTerm installed.

Monday, October 13, Morning


WS7: Introduction to Localization

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

Synopsis: The workshop is meant for anyone who is new to the theory and task set of localization.  During the three-hour event, we will traverse through the world inhabited by localization professionals: what software localization is, its importance and challenges, the basics for setting localization processes, and more.

Although the workshop is set up as a general introduction, it is a practical one. We will follow the localization of a sample application, seeing how various tools are applied for pseudo-localization and localization-readiness testing, creation and application of translation memory, iterative builds of the source language code, and final multilingual product completion (this material will not be covered in the main conference Introduction to Localization sessions). Additionally, we will include a section on how to choose the appropriate translation tool for your individual situation (also not covered in the main conference).

Agenda:

  • The problem — a comic view on (non) localized products
  • Definitions: globalization, internationalization, localization, locale
  • Localization readiness
  • Tools
  • Localization kits
  • The process — the basics
  • Localization gotchas
  • Localization of a sample application

Monday, October 13, Afternoon


WS8: Deeper than Localization — Designing Culturally Accessible eLearning

Leader: Andrea Edmundson (eWorld Learning, Inc.)
Attendees are asked to bring their laptops to this session.

Synopsis: As e-learning proliferates and globalization continues, this expanding audience of learners is more likely to encounter courses created in another culture. However, they are more likely to be successful — that is, to achieve the desired learning outcomes — if courses align with the cultural characteristics and culturally influenced preferences for learning and teaching of the targeted learners. 

In e-learning development, companies typically pass course content directly to professional translators and/or to localization experts to address the more obvious cultural manifestations such as language, semiotics and technological differences. However, e-learning is a cultural artifact, imbedded with the values and cultural characteristics of its designers. Research indicates that in order to ensure that targeted learners achieve equitable learning outcomes, courses will need varying degrees of cultural adaptation depending on their content, pedagogical approaches and types of media used. In this session, Andrea Edmundson, author of Globalized E-learning Cultural Challenges, guides participants through the Cultural Adaptation Process (CAP) Model, a process for researching and analyzing these differences, testing them, and if needed, adapting courses to the needs and preferences of learners in another culture. In this session, the presenter will lead participants through two case studies to illustrate how the model works and to propose what adaptations may — or may not — be needed before the course is sent to translators, localizers and e-learning development companies.

Objectives: By the end of the workshop, participants will be able to:

  1. Describe, based on research, the major cultural dimensions across which cultures have similarities and differences and how they might affect e-learning and learning outcomes.
  2. Using two case studies, compare and contrast an existing e-learning course with the characteristics of the targeted learners and their environment to identify the cultural aspects that may prevent them from achieving equitable learning outcomes.
  3. Propose changes to the e-learning course, based on the results of the analysis.
  4. Outline a pilot test to confirm their proposed changes.
  5. Identify how cultural adaptation of elearning fits into localization processes

Workshop Outline

Presentation: Introduction component

  • Examples of reasons for cultural adaptation
  • Overview of cultural dimensions research (high level, depending on participants’ experience)
  • Based on a list of steps for a cultural needs analysis of e-learning (provided by presenter and derived from the Cultural Adaptation Process Model), participants walk through an actual case study to model how the analysis works.
  • We will also address the results of that analysis — what worked and what did not.

Group Research: Using the Cultural Needs analysis again, participants will be given a second case study to work through, evaluating the learners and the desired course for cultural alignment, using several tools

  • Printed resources (provided by presenter)
  • Web-based internet sites
  • Country Navigator (sample) software, and
  • Their own experiences

Group Analysis: As a group, we will combine findings and determine (a) Is cultural adaptation recommended? (b) If so, to what extent? and (c) What should be done next?

Using a grid-type format, we will propose

  • Actual adaptations aligned with cultural differences
  • Techniques to test the proposed adaptations and how these tests can be conducted efficiently and effectively (for example, using surveys, focus groups or interculturalists, and so on)

Conclusion: I will then present what actually happened with the case study, outlining what worked and didn’t work after the adaptation(s) were proposed. We will also discuss how these proposed adaptations fit into localization processes.

Monday, October 13, Morning


L4ALL: Localisation4all — Making Digital Content Available in the Languages of the World
Organized by the Localisation Research Centre (LRC)

Moderator: Reinhard Schäler (Localisation Research Centre, University of Limerick)

Synopsis: The LRC invites you to this workshop that will shape the Localisation4all initiative, especially its localization tools and technologies focus. Localisation4all aims to open up localization to all who want to make digital content available in the languages and cultural preferences of the people of the world. The initiative started at the LRC, the University of Ireland in February 2008 and addresses issues around the localization decision, ownership, technology and training. An overview of the activity was given by Reinhard Schäler at Localization World Berlin (June 2007) in his presentation “It’s only natural.” The LRC is a leading partner in the Centre for Next Generation Localization, a major research initiative of the Irish Government. To discuss and advance our efforts, the LRC invites all interested parties to join us at this workshop. The workshop will be moderated by Reinhard. Registration is required, but free of charge.

Monday, October 13, Morning


TILP: The Certified Localisation Professional (CLP) Programme
Organized by The Institute of Localisation Professinals (TILP)

Moderator: Reinhard Schäler (TILP)

Synopsis: TILP invites you to find out about the CLP program and to contribute to the development of its next phase. Training and professional certification are key issues for the localization community. The CLP program has been offered by TILP since September 2004. A large number of organizations and trainers have been accredited, and many individuals have been certified. In 2008, TILP ran CLP Level 1 blended-learning courses for more than 90 students at ten locations worldwide. These courses were developed by the localization community and supported by organizations such as Alchemy Software Development, SDL, SDL PASSOLO, and MultiLingual Computing, Inc. TILP is already planning the development of level 2 and level 3 courses with the support of the Centre for Next Generation Localisation. This TILP CLP workshop will introduce the CLP program to participants and invite them to contribute to this localization community-driven effort. The workshop will be moderated by Reinhard Schäler. Registration is required, but free of charge.

Monday, October 13, Afternoon


GALA: Member Meeting and Speed Networking

Synopsis: GALA will host a member meeting and speed networking session during the afternoon of the pre-conference day. Members will have the opportunity to meet GALA's new Executive Director, Jim Hollan, give input on key issues for GALA's activities, and discuss issues relevant to member companies. The speed networking will provide GALA members with a fun and structured opportunity to become acquainted in short, concise meetings. This event is open to GALA members only. Please note: participation is limited to two representatives per member company, and lunch is not provided.

Monday, October 13, Afternoon


 

 
   
 
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