Localization World


Keynote: Jeff Howe, Wired
Crowdsourcing in the Translation Industry

Moderator: Jaap van der Meer

Synopsis: Crowdsourcing — the process of taking jobs once performed by employees or designated agents and outsourcing them to large, undefined networks — is affecting a broad array of industries, but is beginning to exercise particular influence on translation. Companies such as Wikipedia, Google and Amazon, as well as thousands of individual users, are discovering that translation is less a discrete act of labor than an organic function of the increasingly international communities that gather on the internet.

P1 Wednesday (October 17) 8:30 AM

Keynote: Richard Kaplan, Vice President, Supportability and Customer and Partner Experience, CPE, Microsoft
Using Translation Automation to Efficiently Improve Access and Content Quality

Host: Ulrich Henes

Synopsis: Over the past several years, Microsoft has made a significant commitment to reaching customers in their own languages and to improve their technology experiences. By applying Global English standards and enforcing standard phrase usage with the TermCompare Tool, Microsoft has been able to improve the quality of machine translated content. These are important in a time when language experience is critical to success in the global marketplace and when market relevancy becomes an important competitive differentiator.

P2 Thursday (October 17) 9:00 AM

Program Session Synopses

A1: Veni, Vidi, Wiki: Community Engagement in Localization

Moderator: Jaap van der Meer
Janice Campbell, Sun; Britta Simon, Microsoft

Category: Localization Business

Synopsis: Whether we call it "crowdsourcing" or volunteer translations, under pressure to reach out to new users, new language markets and translate ever more content, companies are finding refuge in engaging communities of volunteers and users to translate. They consider it a necessity vis-à-vis global citizenship responsibilities. Re-adjusting to the change is also an economic necessity. In order to succeed in tomorrow’s global marketplace and to remain competitive, the localization industry needs to embrace business models that are inclusive of its customers and the growing customer base they serve. This presentation and discussion by two professionals from leading IT companies will address how to engage community contributors to localize a company’s products and how to incorporate them into the localization process. It is important first to understand the profile of a community contributor in order to create a strategy of continuous engagement and recruitment.

Community contributors are unpaid volunteers who freely offer their spare time to contribute to a product. The social, technical and business drivers must be understood in order to determine the motivators, rewards and recognition to maintain and grow a community. Technical, quality and project management issues are bound to arise when a client company, which traditionally relies on in-house linguists and/or outside vendors, is compelled to integrate community contributors (who are not linguists) into the process. Appropriate strategies will need to be devised to allow both paid suppliers and volunteer contributors to share and transfer information, experiences and learning to produce a quality product. Additionally, the client company will assess what the needs of the communities are and be able to support them with technical expertise, tools and best practices.

The intention of this session is to help client companies understand the importance of engaging a global community in product development and adoption, while using localization as one strategy for implementing this plan.

A1 Wednesday (October 17) 10:00 AM

B1: Real Enterprise Terminology Management

Moderator: René Savelsbergh
Speakers: Andrew Bredenkamp, acrolinx; Sue Kocher, John R. Kohl, SAS Institute
Category: Localization Process

Synopsis: In recent years, SAS Institute has had the benefit of what many localization and documentation managers at other companies dream of: A high-level executive sponsor and a company-wide steering committee with the will, skill and ability to push forward dramatic improvements in how language is used in the company’s software products and documentation. The speakers will share best practices that have been or are being implemented at SAS in order to nip language-related localization problems in the bud.

B1 Wednesday (October 17) 10:00 AM

C1: Introduction to Localization 1: The Problem Definition

Host: Daniel Goldschmidt, Google
Speaker: Richard Sikes, The Localization Institute

Category: Localization Process

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.

C1 Wednesday (October 17) 10:00 AM

A2: Are We Practicing What We Are Preaching?

Host: Donna Parrish
Speakers: Gary Muddyman, Conversis; Nitish Singh, California State University, Chico
Category: Localization Business

Synopsis: Over the past several years the localization industry has grown dramatically, but is the industry as a whole practicing what it preaches? This presentation is based on a research study of almost 400 web sites, conducted by Nitish Singh at the Localization Department at California State University at Chico, in conjunction with Conversis, a provider of localization and translation services. This presentation will highlight:

1. Recent statistics and data on the level of localization efforts by multinational and vendor websites
2. Best practices in website localization
3. How companies are localizing their
  • global gateway on the website
  • country code domain names of ccTLD
  • translation depth
  • local customer support
  • e-commerce information and policies
  • navigational outlay
  • website page structure/layout
  • locale-specific graphics, colors and values

A2 Wednesday (October 17) 11:30 AM

B2: Windows Vista Localization — Project Management Lessons Learned

Host: Jaap van der Meer
Speakers: Mark Lammers, Natalia Tsvetkov, Microsoft
Category: Localization Process

Synopsis: Windows Vista is one of the largest software localization projects ever completed at Microsoft in terms of project scope and vendor engagement. We shipped 35 languages and partnered with seven localization vendors and two quality assurance (QA) vendors to localize a total of 2.3 million words.

Throughout the course of this project, we learned to scale our project management efforts. We are now applying lessons learned from Vista to the localization of the Windows Language Interface Packs (reduced scope in an additional 60 languages) and Windows Server 2008.

We will be sharing project management lessons learned in the following areas:
• Communication planning
• Risk management
• Scheduling
• QA
• Scope management

B2 Wednesday (October 17) 11:30 AM

C2: Introduction to Localization 2: Translatable Text, Tools and Testing

Host: Daniel Goldschmidt, Google
Speakers: Richard Sikes, The Localization Institute;
Angelika Zerfaß, zaac

Category: Localization Process

Synopsis: Continuing the topics introduced in C1, 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.

C2 Wednesday (October 17) 11:30 AM

A3: Tools, Processes and Hacks for Documentation Localization

Host: Clio Schils
Speaker: Minette Norman, Autodesk
Category: Translation Automation
Format: Praxis

Synopsis: Focusing on both translation automation and business process, this session will describe how Autodesk implemented a globalization management system for the company’s technical documentation. The session will cover not only the original implementation, but also how Autodesk has continued to enhance the system and methods of working to keep up with increasing pressures and scope of work.

Key concepts to be discussed:
• How technology solves many but not all problems. The session will cover our implementation of the Idiom WorldServer system and explain how both the authoring and localization teams had to change processes and methods of working.
• The adjustments required when being early adopters of technology. Autodesk was Idiom’s first customer for the publishing side of WorldServer.
• The challenges and successes of reaching consensus and enforcing compliance with standards in a de-centralized company.
• Timeframes continue to shrink while scopes continue to expand, so scalability is crucial.
• How success with technology and process means that new challenges are thrown your way.

The key takeaways from this session:
• Real-world lessons about the successful planning, implementing, enhancing and continuous improvement of an enterprise globalization management system.
• Understanding the need for collaboration and leadership in such an implementation.

A3 Wednesday (October 17) 2:00 PM

B3: Make or Buy? Make and Buy! New Approaches for an Integrated Outsourcing of Translation

Host: Ulrich Henes
Speaker: Uwe Muegge
Category: Localization Business

Synopsis: One of the constant questions in the localization industry is the question over “outsourcing versus insourcing.” There has been a clear tendency towards outsourcing over the last 20 years. Today, this outsourcing approach is being questioned as global organizations start to recognize that documentation and communication with their clients are actually a core competence as important as product and process know-how.

So, should the answer be a u-turn towards insourcing? Or is there a silver bullet that allows for a blended concept of insourcing and outsourcing?

In this presentation you will learn how OBO Bettermann has regained complete control over their localization processes without letting go of the outsourcing concept.

B3 Wednesday (October 17) 2:00 PM

C3: Introduction to Localization 3: Localization Project Management

Host: Daniel Goldschmidt, Google
Speakers: Richard Sikes, The Localization Institute; Angelika Zerfaß, zaac
Category: Localization Process

Synopsis: Continuing the topics introduced in C1 and C2, 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.

C3 Wednesday (October 17) 2:00 PM

A4: Rolling, Polling Translation: The Only Project Schedule You'll Ever Need

Host: Karen Combe
Speaker: Kirsten Sutton, Christine Vukusic, Business Objects
Category: Localization Business

Synopsis: Business Objects has adopted a continuous translation process which allows us to remain within three weeks of being fully translation complete for all products at any given time. It has reduced project schedule updating, communication and changes to zero effort — a project manager’s dream. In this session, Kirsten Sutton will describe what led Business Objects to institute this process, how it works from end to end, the challenges the company faced making this radical change to its workflow as well as celebrate the successes that they have already been reaping from the new process.

A4 Wednesday (October 17) 3:30 PM

B4: The Global Customer Experience: From Acquisition to Retention

Host: Jaap van der Meer
Speaker: Renato Beninatto, Common Sense Advisory
Category: Localization Business

Synopsis: Renato Beninatto will discuss the Global Customer Experience Model as it applies to cross-border website interactions, drawing on Common Sense Advisory surveys of consumers and assessments of websites worldwide. Attendees will walk away with an understanding of what they need to do to attract, acquire and retain customers. This plenary presentation draws on new research that will have just been completed before the conference.

B4 Wednesday (October 17) 3:30 PM

C4: Localizing Bidirectional Languages: Is This Right (or Is It Left)?
A practitioner’s view of the special challenges associated with the localization and translation of bidirectional languages

Host: Donna Parrish
Speaker: Jonathan Golan, Jonathan Golan Business Translations
Category: Localization Process

Synopsis: Dealing with bidirectional text can be both baffling and frustrating. Bidirectional (bidi) languages are unique, since they make use not only of totally different scripts, but also require a total adaptation of both the user interface and the overall design of the documentation. This session will cover specific issues associated with the creation, translation and localization of bidirectional content (Arabic, Farsi and Hebrew). We will discuss user interface and document design, along with the degree of bidi support offered by various applications and the pros and cons of various popular tools in dealing with such projects. We will raise specific problems and provide tips in dealing with bidi projects, while addressing common technical issues in dealing with bidi content and its localization.

C4 Wednesday (October 17) 3:30 PM

A5: Is My Company Ready for Statistical Machine Translation?

Host: Stephen Ryan
Speaker: Kirti Vashee, Language Weaver
Category: Translation Automation

Synopsis: Is our company a good candidate for statistical machine translation (SMT) software? This is a common question — and one that does not have a straightforward answer. Because of the technology that drives SMT, some companies are better suited for this type of translation software than others. There are barriers to success and several requirements to ensure a successful deployment. However, for the companies that are ready for SMT, the productivity improvements can be astounding.

During this presentation, users will learn to assess whether their organization is ready to add SMT to existing processes. More specifically, users will learn:

  • The types of deployments that are ideal for incorporating machine translatio
  • How to improve translation quality through SMT customization
  • The data requirements for getting started with SMT
  • The variables that influence the quality of the translation output
  • How to measure success: quality vs. productivity
  • A5 Wednesday (October 17) 5:00 PM

    B5: The Temptation to "Just Say No": Global Operations, Lessons Learned

    Moderator: Karen Combe
    Nic McMahon, Jonckers Translation and Engineering; Jessica Roland, EMC Corporation; Francis Tsang, Adobe Systems
    Category: Localization Business

    Synopsis: Enterprise customers have in general embraced simship+outsourcing+offshoring as their standard model for global products releases, often pushing their globalization service providers to radically change business models and practices. What's working well and what's not? Both clients and providers in this session will share some hard and valuable lessons learned.

    B5 Wednesday (October 17) 5:00 PM

    C5: Building a Business Case for Centralization

    Host: Kathleen Bostick
    Speaker: Peter Coleman, Hewlett-Packard

    Category: Localization Business

    Synopsis: The HP Translation and Localization Team (HP T&L Team) has centralized upwards of 25% of all HP translation activities — well over 100 million words annually. In a significant effort to expand centralization, the HP T&L Team collaborated with its procurement partners to develop a business model and case for expanding centralization to as much as 80% of all HP T&L activity.

    The case has been well received at the highest levels of HP management, and the methods of execution/implementation are now being reviewed.

    This praxis session will share with peer groups the challenges of:
    1) developing the business case
    2) specific methods of measuring return on investment (ROI) for T&L activities; limitations and considerations of modeling T&L ROI
    3) partnering with procurement for success
    4) challenges to face when talking about T&L
    5) challenges to centralizing

    C5 Wednesday (October 17) 5:00 PM

    A6: Knowledge Management in the Localization Industry

    Moderator: Angelika Zerfaß
    Speaker: Wolfgang Sturz, Sturz Gruppe GmbH
    Category: Authoring & Content Management

    Synopsis: Knowledge management (KM) has been an issue for well over 10 years. However, only large corporations have KM strategies in place that focus on all the different questions involved in KM. However, the fact remains that most of these organizations try to solve their KM issues by implementing large scale software tools, forgetting about the humans involved and the interaction among humans within teams, departments, companies and even beyond the corporate boundaries. Wolfgang Sturz will talk about his experience as knowledge manager, focusing on the people involved and providing his audience with strategies for a blended concept of human interaction and IT-driven workflow concepts.

    A6 Thursday (October 18) 10:30 AM

    B6: Here, Now: The Challenges of Shifts in Internet Content Types

    Host: Melissa Biggs
    Mimi Hills, Sun Microsystems; André Pellet, Welocalize; Andrew Thomas, Idiom Technologies

    Category: Authoring & Content Management

    Synopsis: This panel will tackle the challenges posed by new content modalities in use to communicate information using the internet. Over the past several years, blogs, wikis, YouTube, podcasts, screencasts, content aggregators, feeds and other media formats and techniques have begun to supplement and, in some cases, replace traditional content forms such as formal documentation, live-customer support channels and so on. The panel will discuss ways that both suppliers and vendors can address the challenges raised by these new content types: the content types themselves and their special features such as personas and community participation; time-to-market; customer expectations; utility; and community. A second critical focus for the panel will address how these new modalities affect and are critical to global, cross language communication.

    B6 Thursday (October 18) 10:30 AM

    C6: Beyond the Localization Process — Language Competencies and Cultural Expertise in the Product Life Cycle

    Moderator: René Savelsbergh
    Speaker: Licia Corbolante, Microsoft
    Category: Localization Business

    Synopsis: The significance of the localization industry ensures that localization processes and models are well documented, thus increasing the number of universities offering programs focused specifically on localization. A widespread agreement exists on the core set of linguistic and technical skills expected from language service providers. Less attention, however, appears to have been given to other aspects of a product life cycle where extended linguistic competencies are also required.

    Globalization and localizability reviews are one area outside the traditional localization process where linguistic input takes on a broader meaning. Microsoft uses these services to determine whether concepts developed locally are suitable for a global audience as well as for nonnative speakers of English, with no loss of meaning and without raising any cultural or linguistic issues. Specifically, globalization reviews aim at investigating whether product names, nonverbal messages or visual representations will work in local markets without the need for translation or adaptation, whereas localizability reviews verify that terms, feature names, catchphrases or user-interface solutions can be localized with straightforward translations or with an acceptable amount of rework.

    Drawing on Microsoft examples, the session will explore various aspects of language services which are not usually associated with traditional localization processes and yet are part of the broader product life cycle and can play an important role in ensuring that the needs of the global community are adequately supported. Opportunities and challenges for service providers will be identified by discussing industry and end-user expectations, current availability of “cultural” services, training needs and offerings, and the requirements of English as a second language.

    C6 Thursday (October 18) 10:30 AM

    A7: Windows Help and How-to: Achieving Local Relevance for a Global Website

    Host: Ulrich Henes
    Speakers: Tami Fosmark, Ulrike Irmler, Microsoft
    Category: Localization Process

    Synopsis: This session presents a case study of taking a website live to 40+ markets — from project inception through globalization and redesign until launch — in under six months. Tami Fosmark and Ulrike Irmler will walk attendees through the goals, the specifics of the site, and some of the implementation challenges. Attendees will leave with practical approaches that can be applied to any web project that aims to be locally relevant for multiple markets.

    The Windows Help and How-to (WHH) site was launched with Windows Vista as a primary portal for end-user support on the web, a way to inform and engage customers by extending “Help” from the desktop. The WHH site is currently available in 35 languages and 57 markets. The WHH site extends the richness of the operating system to market-specific experiences and fosters end-user community. We know from web searches that users were already looking for answers on the web about Windows usage, and the WHH site is in place to meet the needs of Windows users — around the globe.

    Initial plans for the international sites were conceived in May 2006. Our team took ownership for not only localizing the content and posting it, but also defining the user experiences per market to ensure that they are relevant to the local markets. The content, design and features were balanced with the need for scalability. Pilots with in-country site managers were launched in May 2007 in Germany and Japan. Additionally, we’ll discuss discoverability and feedback issues that come into play with “marketized” sites, how we’re measuring success, and some of partnerships we’re pursuing for the future.

    A7 Thursday (October 18) 12:00 PM

    B7: Moving Into Higher Gears on the Localization Highway

    Moderator: Beatriz Bonnet
    Panel: Mike Iacobucci, Idiom Technologies; Aki Ito, TOIN; Veronique Ozkaya, Moravia Worldwide; George Wu, hiSoft; Smith Yewell, Welocalize
    Category: Localization Business

    Synopsis: The most innovative, dynamic times in industry are characterized by periods of vigorous competition among companies that embrace change and drive new ideas. To raise the level of competition in the localization industry, maturing localization companies need to move into high gear. This panel will discuss how modern localization providers can energize industry competition to deliver higher quality service to customers and improve business for all players. They will explore the role technology can play to accelerate the move to a higher level of competition. Ideas will be presented on how competition is developing within the industry and how aggressive but respectful competition can be good for all players.

    B7 Thursday (October 18) 12:00 PM

    C7: Software Translation Improvement Through Process, Partnership and Technology

    Host: Angelika Zerfaß
    Speaker: Frank Lin, Cardinal Health

    Category: Localization Process

    Synopsis: The complexity of ensuring translation quality of a software product increases quickly as translation needs for the product grow. In a large localization project, management of translation quality is paramount, especially in a compliance industry such as the medical field. This session will cover how translation quality can be improved in large software localization projects. Three elements are critical to successful and measurable translation quality improvements: a universal translation management process within the organization; a trusted partnership with translation partners; and the use of technology. In addition, the session will include the advantages and disadvantages of having a localization service provider own the whole localization and translation process. Translation improvement through process, partnership and technology will help companies managing large localization projects achieve better overall product quality, customer confidence, and shorter product release cycle.

    C7 Thursday (October 18) 12:00 PM

    A8: Improving Localization Process at Tektronix Using XML and XLIFF: A Case Study
    A single source file results in multiple translated target files. XLIFF and XML enable an automated, streamlined process, connecting writers, translators and publishers.

    Host: Angelika Zerfaß
    Anette Hauswirth, Moravia; Bryan Schnabel, Tektronix
    Category: Localization Process

    Synopsis: This praxis session is about the practical application of a technical authoring, localization and publishing workflow that was jointly developed between Tektronix, Inc., a leading supplier of test, measurement and monitoring products, and Moravia Worldwide. It is based on open standards such as XML and XLIFF (XML Localization Interchange File Format) and provides a single source/multiple target file solution connecting technical writers, translators and publishers in a streamlined process. This process uses customized deployment of industry standard tools such as Arbortext Epic Editor. It involved the development of specific extensions that use the benefits of the XLIFF-enhanced XML files throughout. The whole operation is future-proof, scalable and deployable across geographic locations, thanks to its framework based on open standards.

    A8 Thursday (October 18) 2:30 PM

    B8: Website Localization — Where to Begin, What Can Go Right, What Can Go Wrong

    Host: Donna Parrish
    Speaker: Gregg Okunami, Hewlett-Packard

    Category: Localization Process

    Synopsis: This session will outline our experience localizing an HP digital imaging consumer website and working with a team new to localization. I'll explain what we did in preparation, what unexpected events happened, and what we learned and continue to learn. The takeaways will be best practices and/or things to avoid (beware of) when localizing websites.

    B8 Thursday (October 18) 2:30 PM

    A9: Out of the Ordinary

    Host: Donna Parrish
    Reinhard Schäler, TILP, LRC
    Category: Localization Business

    Synopsis: Localization activities seem to be dominated by the interests of large multinational digital publishers aiming to increase their revenues. They want to sell products and services they already developed into as many additional markets as possible by localizing them to the requirements of these markets — as cheaply as possible.

    Everything else is out of the ordinary.

    But what about the XP Lite version Microsoft offers for certain countries and their Language Interface Packs? What about the US$100 laptop? What about Google in your language? What about the PAN Localisation project in Asia? What about the work of thousands of localizers worldwide working on open-source content that the United Nations’s Development Program reports on? What about the countless localization projects for Asian and African languages that most of the people in the developed world have not even heard about — some of them commercial, some of them voluntary, some of them public, some of them confidential? What about the village that is not yet connected to the electricity network but to the internet, where people do not talk about telephones but Skype, where a baby’s first word is Google? What about the high-tech digital mobile invention made in Africa and is now used all over the world? What about the Native Americans localizing their marketing message to attract Chinese gamers to their casinos in California?

    Concepts such as reverse localization, development localization and blowback localization capture the discussions about localization as an activity that transcends the narrow focus on the economic rationale for current mainstream localization efforts.

    This session will look at out-of-the-ordinary localization projects; it will demonstrate that the current one-dimensional approach to localization is not only problematic for society but ultimately also bad for business; it will open up localization’s political, cultural and ideological dimensions with real and successful projects you might not have heard about before.

    A8 Thursday (October 18) 4:00 PM

    B9: Real-time Human Translation of Highly Dynamic Content
    A new translation revenue stream opened by a win-win approach to workflow automation.

    Host: Jaap van der Meer
    Speakers: Filippo Fasolo, Nozio;
    Marco Trombetti, Translated
    Category: Translation Automation

    Synopsis: Language service providers (LSPs) are missing revenue opportunities and customers are missing globalization opportunities because our industry cannot support an emerging market requirement: the real-time translation of low-word count orders from continuously updated CMS content.

    The excessive administrative overhead in today’s translation workflow paradigm makes low-word count orders prohibitively expensive. On the one hand, customers face high internal administrative costs when managing high volumes of these orders. On the other hand, LSPs are forced to charge minimum word count fees and stretch turnaround time to ensure profitability. The result is an unfavorable ratio between cost and value gained per translation, and this lack of return on investment (ROI) forces customers to find alternative solutions. Budgets that should have been spent on translation are spent elsewhere.

    This presentation will show that a highly-automated translation process can solve this problem and create tangible business benefits from an expenditure that previously held no ROI. Additionally, Filippo will describe what the tourism sector requires from the localization industry while Marco will summarize the requirements for such an automated process.

    B9 Thursday (October 18) 4:00 PM

    Stimulating debates on hot topics in localization

    Localization World Point/Counterpoints are designed to highlight and stimulate debate about hot topics in the localization industry. A moderator, who is knowledgeable and experienced in the subject, will manage a point-by-point debate between two or more panelists who focus in on what really matters to our delegates.

    Hands-on solutions for localization practitioners
    Localization World Praxis panels feature hands-on solutions for localization practitioners. They are more like seminars than ordinary conference sessions. Facilitators are provided to help define issues and manage these highly interactive sessions, where the delegates are as important as the presenters. PowerPoints or overheads are limited, and the concentration is on the interaction between the ideas and experiences of panelists and delegates. Delegates should leave a Praxis better informed about specific solutions to localization problems, gaining the benefits of the collective wisdom of a Praxis session.

    Nontechnical sessions with a business focus

    Localization World Perspectives are "conventional" conference presentations. Speakers provide perspectives on various aspects of localization, usually from the customer’s point of view and with a less technical focus than in other types of sessions. Perspectives are hosted by industry specialists and experts who introduce the topic as well as the speaker, thereby providing a context for the Perspective.

    Introduction to GALA

    Companies interested in Globalization and Localization Association (GALA) membership are invited to attend this short session. GALA representatives will present details on the benefits of GALA membership, including networking, marketing and discount opportunities. GALA membership is open to any company providing translation, localization, internationalization, or globalization products or services, including tools developers, training suppliers, and consultancies.

    Thursday (October 18) 1:45 PM

    Vendor Sponsored Sessions

    V1: SDL International:
    (1) Improve Your Translation Workflow Through Server Platform

    Presenter: Massimo Ghislandi, SDL International

    Synopsis: Massimo Ghislandi, marketing initiatives manager with SDL, will introduce the benefits of working with SDL Package technology centralized translation assets on a server platform. In particular, Massimo will discuss how server-based translation memory can improve localization workflow and how latest technology can track projects in an outsourced environment. A pivotal component of any server-based environment is terminology. Through centralized terminology, it is possible to significantly improve translation consistency and reduce costs while maintaining short delivery times.

    (2) Software Localization Using SDL Passolo 2007

    Presenter: Achim Herrmann, SDL International

    Synopsis: SDL Passolo 2007 offers many new features, including visual localization of .NET 3.0 / WPF software, an improved integration with SDL Trados products, and a solution to easily localize software from embedded systems with graphical user interface. This session highlights the new features.

    V1 Wednesday (October 17) 12:30 PM

    V2: Lionbridge Technologies: Localization 2.0

    Presenter: Aaron Dun, Lionbridge Technologies

    Synopsis: The next evolution of the localization industry is Localization 2.0. With leaders such as IBM, Microsoft and Google positioning their products around the emerging Software-as-a-Service (SaaS) model, the localization industry must also evolve in support of this trend. Aaron Dun will share his view of how this dramatic shift in the software industry will create a ripple effect for the localization industry — impacting both the tools we use and the business models we practice. He will follow with an in-depth look at how Lionbridge is addressing these industry changes by deploying Freeway 2.0 — the world's first fully web-based language collaboration platform.

    V2 Wednesday (October 17) 1:15 PM

    V3: Jonckers Translation and Engineering and Idiom Technologies: Strategic Globalization Management — The Business impact of GMS

    Presenters: Steve Billings, Idiom Technologies, Inc.; Nic McMahon, Jonckers Translation and Engineering

    Synopsis: This session covers creating an ROI, identifying the right support and infrastructure, and highlighting the strategic benefits and goals to report on for both clients and vendors alike. Jonckers and Idiom discuss the strategic business preparation, implications, benefits and challenges of successful GMS deployment.

    V3 Thursday (October 18) 1:00 PM

    V4: Language Technology Center: LTC Worx – No More Compromises

    Presenter: Elham Attapour, Language Technology Center, Inc.

    Synopsis: The Language Technology Center is proud to invite you to the worldwide release of LTC Worx, its new generation web-based business system for the language industry. LTC is pleased to invite you to delicious desserts — to sweeten your Localization World conference in Seattle and to show you the sweet side of doing international business! Be among the first to find out how this exciting new tool can invigorate your business while joining us for a quick overview over a cup of coffee or tea. The LTC team will be delighted to answer your questions both at the session and at Stand 15 throughout the conference.

    As a starter for you today, LTC Worx was created with corporate language departments and large language service providers in mind. It is highly adaptable to also benefit small and medium-sized operations with big plans. It manages all your language-related business processes from request or quote to invoice — just the way you want it to. LTC Worx centralizes all your multilingual business processes such as translation, localization, interpreting, dtp and printing. It fits right into your existing infrastructure, thanks to its flexible set-up and open, documented API. We look forward to meeting you in person to discuss how we can help your company optimize its workflows and greatly increase productivity and efficiency with LTC Worx. Until then, find out more at www.ltc-worx.comV4

    Thursday (October 18) 1:45 PM

    Preconference Day (Tuesday, October 16) Synopses

    WS1: TAUS: TAUS: Work Group Discussion on the Sharing Language Data Initiative

    Moderator: Jaap van der Meer, TAUS

    TAUSSynopsis: This is a special TAUS work group and discussion about the new industry initiative for sharing language data. This work group follows the TAUS Summit in Belfast where the participants agreed on an action plan aimed at formally establishing a membership organization for sharing language data in June 2008. The work group at Localization World will allow participants to learn more about this initiative and to discuss the value proposition and the business model with members of the Steering Committee. Participants in the workshop will receive a copy of the prospectus describing the TAUS Cooperative for sharing language data. This prospectus will form the basis for the discussions. See TAUS website for more information.

    WS2: Medical Round Table

    Leader: Clio Schils, The Localization Institute

    Synopsis: Synopsis: During the tenth Localization World in Seattle, the Medical Round Table will continue to highlight the overall conference theme “Local Language First.” This exchange forum for medical localization experts is open to clients (all day) and vendors (afternoon only). The round table will focus on issues concerning localization and translation for the medical device, pharmaceutical and diagnostics sectors by offering a number of in-depth presentations followed by discussion in which all attendees are welcome to participate.

    The topics during the morning session will exclusively focus on issues of special interest to clients. Break-out sessions during the day will offer the opportunity to exchange views on the presented topics. In small groups, attendees can 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 attendee’s own specific corporate environment. The Medical Round Table will address topics such as:

    Strategies for reducing in-country reviews: In recent months, the topic of reducing the need for in-country validation has resurfaced as a "hot topic." The question these days is not "How do we streamline reviews through technology?" but "How do we eliminate as many as possible/all reviews?" In a joint presentation, a medical client and medical localization vendor will show how they jointly approach this structural challenge of in-country validation by following a new process.

    Efficient project management in a medical localization environment: In many medical companies, the departments responsible for localization generally struggle with administrative overhead and a high number of project management tasks, even when handling small projects or updates. One of the established medical device companies has developed and used in practice a project management tool for the past few years. In an interactive session, you will hear about the challenges, successes and shortcomings of this project management tool.

    Terminology management in medical localization: An efficient process for terminology management is an important prerequisite for consistency and quality in the different product documentation types. This medical client will show how it has set up this process that guarantees the company an efficient and consistent use of terminology throughout the entire localization process up to and in the end product.

    Medical localization and its relation to other disciplines: The medical localization department of a medical company is not a standalone organization. Different disciplines and role-players interact with the translation department. Let us look at the different viewpoints that these role-players might have on medical localization. Possible role-players: medical localization and testing, medical localization and vendor management, medical localization and quality. What is important to them and what are the challenges in this cooperative setting?

    Risk management for multilingual labeling: ISO 13485, ISO 14971, GHTF guidance, and expert opinion all highlight the regulatory importance of multilingual labeling. As with any outsourced process that affects the manufacturer's quality system, risk management is a necessary component for effective and compliant labeling translation. Labeling risk management can be approached through a
    variety of strategies, including quality system parity, quality audits using standardized methods/metrics or process validation. Most importantly, effective labeling risk management requires a thorough understanding and verification of your provider's processes.

    You are cordially invited to register for the Medical Round Table through the normal registration procedure. For the client-vendor session in the afternoon, the number of vendors will be limited and subject to a screening by the organizing committee. Vendors with long-standing experience in medical localization will be given priority to attend the round table. Vendors who want to express their interest in participating are kindly requested to send an e-mail prior to registration.

    WS3: Games Localization Round Table

    Leader: Miguel Bernal, Roehampton University

    Synopsis: As an introduction to this session, we encourage you to download the paper "Localisation and the Cultural Concept of Play in Games" by Miguel Bernal.

    Morning (clients only):
    1. Best practice: Integrating the localization process in game development.
    The complexity of developing entertainment software products becomes multifaceted when different language versions are required for sim-ship release. The highly artistic elements of video games and the pressures of a globalized and multicultural market need a well-integrated localization process. What are the best options?

    2. A new marketing tool: enhanced localization?
    Delivering engaging multimedia interactive games in different languages is not only a question of terminological accuracy, but also one of delivering immersive culturally-aware gameplay. Localization can be used as one of the most powerful marketing tools — gamers' word of mouth. How can we deliver enhanced localization?

    3. Single-language vs. multilanguage outsourcing models: Challenges and opportunities.
    The global market offers a great range of opportunities when it comes to catering to different cultures and languages. Depending on the publisher and the project itself, different strategies and localization companies may be preferred. How can we get the best of both models?

    Afternoon (clients and vendors):

    1. The ideal localization kit: parts and participants.
    A good localization kit has everything the localization department or vendor needs to carry out its task. However, with so many people involved and so many other priorities, it is difficult to know exactly who can contribute and what information to include, as well as its structure and format. What should we be aiming for?

    2. Optimizing the project communication flow: the query management.
    We can never overestimate the importance of communication. Today's fast moving game industry makes developing and publishing companies coordinate the creation of the actual product with its localization for the global market. Reliable information on-demand is an ideal, but how close can we get?

    3. Open floor.
    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.

    WS4: Source Once, Many Returns: Getting to a Holistic Multilingual Content Strategy

    Leader: Ben Martin, Eric Severson, Flatirons Solutions

    Synopsis: The value of multilingual content assets begins at the source. For best returns and highest value, the source is where companies should focus to architect a multilingual content strategy. Getting to one trusted source that is authored, managed, translated and delivered eliminates the noise and addresses the legal liability of outdated renditions. By increasing the quality, consistency and re-usability of their source content, companies can significantly affect the value of their target deliverables at the most relevant touch points.This highly interactive workshop draws from real-life case studies of single-source solutions. Session experts will explore with participants all aspects of optimizing the multilingual content supply chain, including obtaining buy-in with key stakeholders, deriving metrics for calculating the returns, and understanding the basics/benefits of managing one source. In addition, attendees will get a bird’s eye view of XML and how it is changing the localization landscape from one of today’s XML visionaries, Eric Severson.

    Attendees will come away with a practical sense of what factors and drivers must be considered when implementing a content strategy that results in a single-source ecosystem with many tangible returns. Some of the topics to be addressed:
    • How do choices made early in the content creation cycle affect downstream options?
    • Why one source and when is it impractical?
    • What metrics are important to monitor in order to quantify the returns?
    • How do you influence the stakeholders and align the enterprise behind a holistic content strategy?
    • What content drivers should direct content development and localization?
    • What are the content management basics that localization managers need to know?
    • How do you integrate “multilingual” into all processes?
    • How to you optimize the multilingual content supply chain?
    • What case studies demonstrate the returns?
    • How is XML changing the localization landscape?
    • How does XML factor into a content management strategy?
    • Which methodologies (single-sourcing, CMS/GMS, authoring strategies, and so on) provide real-world results and what are the costs/benefits of those methodologies?

    WS5: Introduction to Medical Localization

    Leader: Simon Andriesen, MediLingua Medical Translations; Andres Heuberger, ForeignExchange Translations

    Synopsis: 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.

    During this half-day event, 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 QA processes?

  • During the workshop, topics such as 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, and what can customers do to assess the quality will be covered. The workshop is set up as a general introduction as well as an in-depth information session. 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, in North America and in Asia, and had excellent reviews, both from customers and from vendors.

    WS6: TILP Ask the Experts: Localization Training and Education

    Presenter: Reinhard Schäler, The Institute of Localisation Professionals (TILP), Localization Research Centre (LRC)

    Synopsis: Training and education are crucial for a maturing localization industry. While short-term, targeted localization training seems to be well received by professionals and the industry alike, long-term, broader educational offers seem to struggle. This session aims to bring together training and educational practitioners to take stock of current offerings, to discuss the future of localization training and education, and to prepare a declaration for localization training and education.Among the questions to be addressed at the round table will be:

    • Taking stock I: training and educational offers Taking stock II: certification — academic and professional Discussion:
      o Is one professional certification system desirable — the case of the Certified Localization Professional (CLP) Programme
      o Pricing –professionals, especially in developing regions, cannot afford current offerings
    • Outlook

    WS6 Tuesday (October 16) 9:00 AM

    WS7: Managing Distributed Teams in an Outsourced Environment

    Presenter: Willem Stoeller, Welocalize

    Synopsis: Many organizations expect their localization vendors to outsource services such as engineering, DTP and QA in order to stretch their clients' localization dollars. Outsourcing is an example of using distributed teams in order to achieve project goals. Other examples are:

    • Acquisitions resulting in a distributed staff
    • Ability to use specialized resources independent of location

    Distributed teams have many unique challenges:

    • A loss in communication due to language, distance and time differences Corporate and regional cultural differences Mutual trust for all team members and a willingness to share all information The need for a shared mission and set of priorities Maintaining team motivation
    • The need for tools and processes that support a distributed environment

    This workshop addresses each of the above challenges, provides examples of tools to facilitate distributed teams (MS Project Server, SharePoint Services, Live Meeting, IM, and so on) and offers some best practice examples based on the presenter’s experience. The presenter will discuss best practices learned by Welocalize, a company that outsources the bulk of its internationalization engineering, localization engineering, DTP and QA to Asia. Besides using its own offices in China, Welocalize has a number of partnerships with other experienced providers in China and Singapore.

    WS8: Internationalization and Localization: Partners in Better Globalization

    Moderator: Renato Beninatto, Common Sense Advisory
    Presenters: Adam Asnes, Lingoport; Marc Johnson,; Sean Shoffstall, Sycle; John Watkins, ENLASO; Simon Zhao, Cisco Systems

    Synopsis: If you represent a technology firm with active localization efforts or an localization service firm working with such clients, this session is for you. A panel of leading language industry insiders — including representatives from CommonSense Advisory, localization firms, software internationalization specialists, and their technology company clients — will discuss how localization and internationalization can work together faster to support better global business outcomes.The panel will explore the specifics of integrated localization/internationalization initiatives and discuss “from the front line” examples of how localization and internationalization work together to improve globalization efforts. You’ll come away with a new understanding of how to better prepare your firm for the challenges of going global by ensuring localization success through internationalization.

    Session 1: Introduction/Overview
    This session is a warm up to give basic information on what internationalization is, how it relates to localization, and why it matters to localization firms and their clients.

    • Overview (What): “Internationalization 101,” without technical details Why it matters — cost/ROI, business risks Customer needs' identification: how to spot problems, scope the challenge Means of handling (lead-in to How section; hint at staffing/expertise/cost impacts)
    • Q&A

    Session 2. A Day in the Life of Internationalization

    • Example (fictional) client: profile, objectives, organization structure Integrated project steps
      • Project management integration with localization tasks Code analysis: structure, platform, IDEs, other (w/example output of diagnostics tool) Code remediation/refactoring (process, challenges, staffing issues) Localization/translation steps (typical timing, process as relates to internationalization) QA & deployment
      • Next iteration (with internationalized code: quicker, cheaper, more reliable)

    Session 3. Stories from the Front Line: Case studies (Panel discussion)

    • Discussed in “themes”:
      • Client with no/limited internal staff Client with project management capabilities, but support needs
      • Client with internal staff and expertise

    WS9: TILP Ask the Experts: How to Be in Charge of Your Career

    Presenter: Inger Larsen, Denise Spacinsky, Larsen Globalisation Recruitment, TILP

    Synopsis: Take charge of your career in the localization industry; find out about training, selection methods, CV writing, competencies-based job specs and interview techniques, and typical career paths; ask a professional colleague and world expert for personalized advice; discuss best strategies with other delegates in the trustful and confidential environment of a TILP Ask-the-Expert session. TILP Ask-the-Expert sessions are hands-on, very practical and applied; they require your involvement, your views and your input; they are non-competitive, non-advertorial and completely confidential.

    For ambitious job seekers Inger will share her experience on:
    • good career paths how to improve your career prospects how to position yourself for promotion internally when to look elsewhere and how and where to look the importance of a good cultural match how to produce a good CV psychometric testing: how it is used and what it can do for you how to do a good interview
    • the reality of work permits and international careers today

    WS10: Best Practices Agile Translation Methodology — Work Session

    Facilitator: Ben Martin, Flatirons Solutions

    Synopsis: A growing trend in the software development world is the wide adoption of the Agile methodology, an iterative development process that focuses on interaction, communication and the reduction of resource-intensive intermediate artifacts. It typically involves the continuous delivery of software as a response to changing requirements. With development companies rejecting the more monolithic, waterfall methods, localization and translation organizations must follow suit to embrace the same values of responsiveness and short iterations. Their traditional methods require tuning and adjustment to successfully deliver release-current product. While the Agile methodology speaks directly to testing and development activities, it offers little guidance on how to best handle localization and translation. This work session will focus on harvesting the early-adopter experience of the Agile methodology to develop a set of best practices that might be leveraged by the wider community of localizers. This session is open to participants interested in sharing their experiences and pooling their knowledge to develop a recommended best practice. Registration to this session will be limited for maximum productivity. Please direct your interest to Ben Martin, the work session facilitator.

    GALA: M&A Uncovered — How to Succeed at Integration

    Moderator: André Pellet, Welocalize
    Scott Ludwigsen, Lingo Systems; Gary Prioste, Localize Technologies; Michael Sank, TransPerfect /

    Synopsis: As a follow-up to the "M&A: Uncovered" session at Localization World Berlin 2007, the Seattle M&A session brings together a panel of experts to discuss the diversity of issues and approaches in integrating companies after a merger. What models work best for the acquired company owner? How do you introduce existing customers to the new team? How do you manage your staff during the integration? What other issues do company managers need to be prepared for? Merger success is measured by how well the integration proceeds. Join the open discussion of panelists and audience members about how best to navigate during the first year of integration, adopt an approach that suits your needs and corporate culture, and ensure a successful merger for everyone involved.

    GALA Annual Meeting

    This is the fifth Globalization and Localization Association (GALA) annual membership meeting. Information about the GALA 2010 plan will be presented, and the new board members will be announced. Members will have the opportunity to give input on key issues for future GALA activities. The GALA annual meeting is for GALA members only. Each company is invited to send up to three representatives free of charge.

    Pre-registration is required. The member meeting is free of charge. Lunch is not included; however, companies can register for lunch for US$35/person on the Localization World website.

    Localization World — Producers

    The Localization Institute, an independent organization providing quality resources, training, seminars and conferences on localization, internationalization and international business development.
    MultiLingual Computing, Inc., publisher of MultiLingual, the magazine about localization, internationalization, translation and the tools and technology for those processes.

    Localization World is produced in cooperation with

    Globalization and Localization Association, a fully representative nonprofit international industry association for the translation, internationalization, localization and globalization industry.


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