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Keynote Synopses

The New Culture of Business: Adapting Business Processes and Philosophies to Engage with the New Social and Global Consumers and the People Who Influence Their Decisions

Speaker: Brian Solis (FutureWorks, Inc.)

Synopsis: Social media is making the world a much smaller place by reducing the degree of separation between two people and eroding the borders between culture and connection. Technology is facilitating the social effect and it is most certainly connecting us in ways that truly make the world a much smaller place, one where we can participate in its definition and evolutions — and also define our place within it. How will you change your story and value proposition and how it’s shared in order to reach and inspire a global and digital population?

Thursday, October 7, 2010: 8:30-9:45

Ubiquity, Mobility and Immediacy — Megatrends That Are Impacting the Translation Industry Today
Panelists: Carla Hurd (Microsoft), Salim Roukos (IBM), Peter Smith (SDL)
Moderator: Paula Shannon

Synopsis: There is more content to translate into more languages, for more mobile people, in less time. Language professionals are seeing the trends of ubiquity, mobility and immediacy converging on the industry. As daunting as these three megatrends may be, each trend introduces new players and technologies to the industry landscape. With the right mindset, the entire industry — service providers, translators and buyers — will innovate for the benefit of all. This session will feature contextual framing of each trend — the facts and figures as an introduction — and will then focus on panel practitioners, chosen because they are actively engaged in unique and novel business models, pilots and innovations that leverage each of the three trends.

Friday, October 8, 2010: 9:00-10:15


 

Program Session Synopses


A1: Facebook Global Strategy

Speaker: Ghassan Haddad (Facebook)
Host: David Ashton

Synopsis: Facebook’s international expansion followed a one-punch, two-punch strategy. At the heart of the first punch was a language strategy that reflected Facebook’s overall development culture of speed, user engagement and out-of-the-box thinking. Within less than two years, the site became available in 75 languages and the number of users went from 65 million to over 350 million (currently over 500 million). For countries where language strategy did not prove sufficient, Facebook adopted a dynamic approach ranging from remote and in-country marketing to creating a more customized local experience and beyond. This presentation will provide some insight into the strategy developed, results achieved and the challenges that still lie ahead.

Thursday, October 7, 2010: 10:15-11:15


A2: Understanding Cross-cultural Differences: Strategies for Taking Products to Global Markets

Speakers: Donna Bletzinger (Dyer Stephenson), Aaron Marcus (Aaron Marcus and Associates), Tony Wessling (The WESSLING Group), Sharon Wolf (QualiData Research Inc.)
Moderator: Donna Bletzinger

Synopsis: It takes more than translation software to introduce products and services into global markets. It takes strategy and, most important, an understanding of cultural differences. What works in Seattle may not work in Buenos Aires. What works in New York City may be completely misunderstood in Dallas. Ignoring cultural differences in Middle Eastern countries begs for disaster. This panel of seasoned professionals will share customer examples and experiences from introducing products and services to new geographic markets. They will provide examples that worked well and examples in which well-intentioned tactics failed.

Thursday, October 7, 2010: 12:00-1:00


A3: Social Media Is Global — Now What?

Speakers: Kathleen Bostick (Lionbridge), Richard Margetic (Dell), Matt Sanford (Twitter)
Moderator: Ulrich Henes

Synopsis: No question about it, companies are embracing social media and working it on a global scale, but the expansion is not without its challenges. Chief among them is how to effectively communicate on multiple platforms, in multiple languages, and with a variety of cultural audiences. So how are companies making it happen? In what ways are they using social media globally? Which platforms are they using and why? What are the emerging best practices for dealing with language and culture on blogs, Twitter, community forums and other platforms? Is it best to manage a global social media program centrally or with a decentralized approach? Come learn all this and more from an experienced panel of leaders who are passionate about social media. They’ll share their experiences, research and more in this rapidly evolving area.

Thursday, October 7, 2010: 2:30-4:00


A4: Crossing Virtual Boundaries and Managing Mobs: Strategies for Content Culturalization

Speaker: Kate Edwards (Englobe Inc.)
Host: María Azqueta

Synopsis: While localization has always been a necessity with content publishing, culturalization is a less common process by which content is adapted for a broader, more diverse audience by looking beyond the linguistic aspects. Unlike localization which is usually perceived as a development afterthought, culturalization is a broader plan for game design, development and distribution that must start with the inception of a product’s concept, especially content-intensive products such as video games, websites and so on. Given today’s dynamic content worlds and rapidly growing global exposure, this presentation offers strategies for designing content for multicultural audiences and for carefully navigating local expectations.

Thursday, October 7, 2010: 4:30-5:30


A5: Microsoft’s Three-tiered Localization Strategy

Speaker: David Snider (Microsoft)
Host: Iris Orriss

Synopsis: Microsoft’s customer support and services group produces and maintains over 200,000 source documents that help customers use Microsoft products, as well as hundreds of software solutions to automatically fix specific customer problems. To localize that large a volume, Microsoft uses a three-tiered strategy combining machine translation, community localization and human translation. This presentation will talk about the technological developments that enable this strategy, the business reasons that drive it and lessons learned from implementing it.

Friday, October 8, 2010: 10:45-11:30


A6: Best Practices for Multilingual Marketing Content: Game-changing Approaches to Engaging Global Audiences and Managing Brand

Speaker: Mary Laplante (The Gilbane Group)
Host: Craig Myers

Synopsis: Marketing and brand management groups are on the front lines of mandates to grow global revenues, increase market share, and strengthen impact and reach of corporate and product brands. Strategies and tactics for achieving these goals must be executed in pressure-packed environments, as business forces converge: the demand for communications in the native language; the need to control and foster brand yet ensure compelling experience in local markets; the requirements to deliver multilingual communications through multiple channels, including mobile and social; and reality of very short publishing cycles for marketing content. Addressing each of these requirements by itself is challenge enough. Many marketing organizations have developed competencies in some of these areas, but few have mastered more than one or two. Fewer still have taken holistic, integrated approaches that combine them in efficient, effective globalization practices for multilingual, multichannel marketing content. The latest research from The Gilbane Group’s content globalization practice focuses on emerging best practices for addressing the unique challenges associated with creating, managing and delivering multilingual marketing content, which is distinctly different from other classes of corporate content. Gilbane senior analyst Mary Laplante will share highlights from the research including insights into how leading practitioners are improving and advancing their global content value chains for marketing content, creating new competitive advantage and bringing their practices into closer alignment with larger business goals.

Friday, October 8, 2010: 11:45-12:30


A7: Multilingual Concept and Sentiment Mining

Speakers: Andrew Bredenkamp (acrolinx), Francis Tsang (Adobe Systems Incorporated)
Host: Ulrich Henes

Synopsis: How do we decide what we need to communicate to our global customers? We communicate with our potential customers to turn them into satisfied customers. But how do we do that? And how do we know if we are succeeding? This session will describe the critical features for a successful global content delivery strategy. Developing a global content delivery strategy is about understanding what your customers are thinking and ensuring that you give them what they want. To execute this strategy, companies need the new generation of content-aware technologies that go way beyond standard web analytics and SEO tools. What is needed is a new generation of multilingual concept and sentiment mining technology that can provide a unified holistic approach to the analysis and creation of high-quality product content worldwide.

Friday, October 8, 2010: 2:00-3:00


B1: PayPal Case Study

Speaker: Catherine Dove (PayPal)
Host: Michael Klinger

Synopsis: Simshipping in 23 languages with planned product releases every two weeks, marketing pushes every week and unplanned product releases in between requires a robust localization model. This presentation will give an overview of PayPal’s process to build its international sites with customer-focused, cost-efficient and scalable automated solutions to support the global business growth.

Thursday, October 7, 2010: 10:15-11:15


B2: The Next Ten Years of Web Globalization

Speaker: John Yunker (Byte Level Research)
Host: Jeff Kiser

Synopsis: Over the past decade, web globalization has evolved from a marketing niche to one of the main drivers of global success. John Yunker has been studying web globalization from the beginning and provides a fascinating recap of how far this industry has come — as well as predictions on where it is headed. From mobile technologies and emerging languages to Facebook, Apple and Google, you’ll get a solid understanding of the key forces that are shaping the next ten years of web globalization.

Thursday, October 7, 2010: 12:00-1:00


B4: Making Your Website Truly Global — and No, We’re Not Talking About Language

Panelists: Andy Atkins-Krüger (WebCertain Group Ltd.), Jay Webster (Quova), John Yunker (Byte Level Research)
Moderator: Carla Di Franco

Synopsis: Translation is a critical component of any website localization. However, many other important design factors have nothing to do with language, such as navigation, the use of symbols and the use of colors, just to name a few. This panel of experts will provide insight on these factors from three different points of view.

Thursday, October 7, 2010: 4:30-5:30


B5: Globalizing Twitter

Speaker: Matt Sanford (Twitter)
Host: Sandra La Brasca

Synopsis: Twitter is growing very quickly, and that's even more true outside of the United States. In response, we have internationalized the service, localized the interface and even customized Twitter responses to existing user behavior that differs from US users. Our localization efforts, like all Twitter features, were driven by our users. We're still a small company willing to learn from our users about how they use Twitter and how it could work better where they live. Even our translation was a community effort, driven by our passionate community of volunteer translators. We've learned some great lessons along the way, and in the spirit of Twitter we want to share those stories.

Friday, October 8, 2010:10:45-11:30


B6: Automated Web Globalization: A Reference Model

Speaker: Pierre Cadieux (i18N)
Host: Nic McMahon

Synopsis: This paper presents a high-level model of the localization process and globalization management systems designed to implement this process for the purpose of globalizing enterprise websites, as well as more generic enterprise content. It builds up graphically, item by item, a complete model of the globalization process, starting from a source website and going through all the steps — internationalization, change detection, text extraction, automated leveraging, workload management, translation, quality assurance and so on — to produce localized websites in several languages. The main features and issues of each step and applicable software components are discussed. The model then serves as substrate to indicate which technology standards exist or are currently being developed to support the globalization process. The model makes it clear where and how standards such as XLIFF, TMX, TWS, GMX/V and others interact.

Friday, October 8, 2010: 11:45-12:30


B7: Localization Strategy and Best Practices: Why Design Really Matters

Speakers: Michele Carlson, Patrick McLoughlin (Yahoo! Inc.)
Host: Véronique Özkaya

Synopsis: Setting up a global product for success is no easy task. How does one product serve multiple markets? How does the localization team work with user-experience design teams to create a customizable product that serves 40 international markets in the same release? Come learn the ins and outs of the localization process set up for Yahoo! Together we'll explore the best way to localize a global product to fit the needs of individual users around the globe.

Friday, October 8, 2010: 2:00-3:00


B8: Allrecipes Around the World

Speaker: Jennifer Bolton (Allrecipes)
Host: Donna Parrish

Synopsis: Allrecipes.com, the number one food site in the United States and fastest growing food site in the world, has launched 16 international sites since 2008 on a new technology platform designed to support user-generated content (UGC), integrated advertising, search engine optimization and rapid expansion. A top ten social media site, Allrecipes had the unique challenge of launching country sites with culturally relevant recipes using local ingredients and measurement standards while encouraging in-country UGC. This presentation will give an overview of Allrecipes’ approach to developing and utilizing the international platform, editorial team, outsourcing relationships and best practices.

Friday, October 8, 2010: 3:30-4:20


C1: Intro to Internationalization and Localization

Speakers: Adam Asnes (Lingoport), Angelika Zerfaß (zaac)
Moderator: Daniel Goldschmidt

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

Thursday, October 7, 2010: 10:15-11:15


C2: How to Create and Maintain Localization Teams

Speakers: Danica Brinton (LocLabs), Christina Helmke (Hewlett-Packard)

Synopsis: You have the budget to localize the product and you even have the infrastructure support from IT, yet you need a team to execute for a good quality localized project. How do you establish a team? How do you keep quality teams? Join us in this round table discussion to share your successes, bring your frustrations and learn from others.

Thursday, October 7, 2010: 12:00-1:00


C4: Interoperability Within the Supply Chain — It’s Time!

Speaker: Sven Christian Andrä (ONTRAM Inc.)
Host: Francis Tsang

Synopsis: Complex translation and localization infrastructures are mostly multivendor and multitool environments. However, interoperability still remains just a word without a real foundation in most cases. Let’s move forward and accelerate this branch of the industry on the path that has been walked by many other industries before. The presentation will analyze the impediments of interoperability of processes and tools and will show how other industries have tried to solve this issue — and why there are success and failure stories.

Thursday, October 7, 2010: 4:30-5:30


C5: Do All LSPs Look the Same to You? How to Orchestrate a State-of-the-art RFP That Will Help You Select the Right Language Vendor For Your Business

Speaker: Silvia Avary-Silveira (Symantec)
Host: Aki Ito

Synopsis: Choosing the right language partner is certainly a key decision and at times a scary one. You want to establish a long-lasting partnership that you can trust, but many language service providers (LSPs) are offering comparable services and prices that make the selection tricky. It is crucial to use the right tools to zero in on the best option. In this presentation you will learn best practices that will help you find the right LSP — from drafting questions to grading samples — and you will learn how Symantec fine-tuned its process and introduced new ways that go beyond a regular request for proposal.

Friday, October 8, 2010: 10:45-11:30


C6: Using Six Sigma to Drive Localization Initiatives in Life Sciences Organizations

Speakers: Barbara Nawrot (Kinetic Concepts Incorporated), Jonathan Slaughter (SDL)
Host: Aki Ito

Synopsis: Six Sigma has long been the standard for process improvement and sustainable gains in efficiency. Kinetic Concepts Incorporated (KCI) and SDL partnered together to improve the localization processes surrounding KCI’s product labeling division. What started out as one division has grown into a company-wide emphasis on centralizing and effectively managing localization to drive increased revenue in the highly competitive medical device industry. This presentation describes how Six Sigma can be effectively utilized in medical device localization, improving quality, cost and turnaround time.

Friday, October 8, 2010: 11:45-12:30


C7: Linguistic Quality Assurance as One of the Key Parts of the Localization Process: A Look from Inside

Speaker: Leonid Glazychev (Logrus International)
Host: Donna Parrish

Synopsis: A detailed case for linguistic quality assurance (LQA) dealing with all facets of the process and based on extensive experience with hundreds of real-world LQA projects from a number of customers. The presentation covers both traditional aspects of LQA, such as the overall description of the process, its metrics and place within localization in general and details learned the hard way through analysis of real-life projects from various customers. The latter includes the cost model, problems and challenges as seen from all angles (the client, the translation vendor and the LQA vendor), considerations on the accuracy, reliability and objectivity of results and ways of improving it, and some unexpected revelations.

Friday, October 8, 2010: 2:00-3:00


C8: Managing Languages for the Global Enterprise

Speakers: Juan Cárdenas (Hilton Worldwide), Sina Lamprecht (HypoVereinsbank AG)
Host: Ulrich Henes

Synopsis: A sound strategy for managing languages is a critical success factor for global enterprises. This session will present two cost-effective models of high-volume language management from two diverse industries. HypoVereinsbank, part of the UniCredit Group of Italy, has opted to implement a central platform for all corporate language resources and translation processes. All 162,000 staff members at UniCredit Group are able to access this platform via a web-based language portal. Hilton Worldwide, a leading international hotel chain, with more than 3,500 hotels in 81 countries, has implemented a centralized localization process to address all translations and localization needs across its portfolio of brands. Integrating web publishing tools with localization technology has allowed Hilton Worldwide to reach across both online and offline channels.

Friday, October 8, 2010: 3:30-4:20


D1: A New, Self-service Way to Manage Translation of Sales and Marketing Material

Speaker: Chaitra Vedullapalli (Microsoft)
Host: Mark Flanagan

Synopsis: Managing the translation of sales and marketing material in a multinational, multilingual company can be very challenging. With ad agencies and subsidiaries all over the world, budget management, workflow and communication can all become difficult to track very quickly. In an effort to make the entire process a whole lot easier, Microsoft has organized much of its effort in a self-service, translation marketplace. This session will discuss the strategic benefits of using a translation marketplace to manage the translation process of sales and marketing materials.

Thursday, October 7, 2010: 10:15-11:15


D2: How Do We Create an Agile Localization Process That Can Keep Up with an Agile Development Process?

Speakers: Martin Güttinger (Cisco Systems, Inc.), Feifei Jiang (Cisco Systems, Inc.), Leslie Yewell (Welocalize)
Host: Dennis Waltman

Synopsis: Agile development often outpaces the localization cycle. How can an agile localization process be created to match the pace of the agile development process? Cisco and Welocalize present a case study of lessons learned and best practices to achieve both agile development and agile localization in tandem.

Thursday, October 7, 2010: 12:00-1:00


D3: Optimizing the Global Content Supply Chain

Panelists: Rahel Anne Bailie (International Design Inc.), David Filip (Moravia Worldwide), Bryan Schnabel (Tektronix, Inc.), Richard Sikes (MultiCorpora)
Moderator: André Pellet

Synopsis: In today’s fast-paced environment, the global content supply chain is more integrated than ever before. Decisions by authors directly affect how content management tools are used, which affects how the content is published, which directly affects the localization cost. Business leaders looking for optimization and efficiencies need to review each step in the supply chain to identify connected best practices, methods and approaches that lead to greater collective savings. Join leading industry experts who will examine each step in the content supply chain in an interactive discussion — sharing key approaches to optimization and efficiencies.

Thursday, October 7, 2010: 2:30-4:00


D4: Objectionable, Unethical, Illegal and Immoral

Speakers: Rina Ne’eman (Rina Ne’eman Hebrew Language Services), Greg Rosner (Applied Language Solutions)
Moderator: Renato Beninatto

Synopsis: All good things in life are illegal or immoral or make you fat. This session will discuss how companies and individuals handle questions of conscience and ethics in the language services business. The goal is to challenge beliefs, prejudices and preconceived notions. After all, your worst nightmare might be your competitor's breadwinner. Come prepared to participate. (No guns allowed, please).

Thursday, October 7, 2010: 4:30-5:30


D5: Community Translation: A First-hand Experience

Speakers: Janice Campbell (Adobe Systems Incorporated), Willem Stoeller (Lingotek, Inc.)
Host: Ghassan Haddad

Synopsis: This presentation will discuss the applicability of community translation, issues related to community translation and how to manage community translation. The focus will be on real-life experience, Adobe's community translation efforts in China and Latin America using the Lingotek platform.

Friday, October 8, 2010: 10:45-11:30


D6: Translation in the 21st Century

Speaker: Jaap van der Meer (TAUS)
Host: Donna Parrish

Synopsis: It has become a standing joke in technology crystal-ball gazing: fully automatic machine translation will be available “within five years,” a prediction made regularly since 1954. Well, this time it seems to be true. In 2005 TAUS began bringing industry leaders together to promote greater technology awareness in the translation field — an industry historically shy of the glint of machinery in its workflows. In 2008, we published our white paper on Language Business Innovation, identifying translation automation, crowdsourcing and language-data sharing as key trends for the translation industry. And today, just two years later, we see the green shoots of such change everywhere. The speed of technology innovation is clearly accelerating. So, in keeping with the venerable tradition of five-year plans, Jaap van der Meer will zoom in on the technologies and visions that will drive the translation industry in the early twenty-first century. In his presentation, Jaap will mix his own perspectives with the directions given by market leaders, scientific and technology constraints, political guidance and uncertainty among the users — not a crystal ball this time, but a careful analysis of present and future scenarios for the translation industry.

Friday, October 8, 2010: 11:45-12:30


D7: Global User-generated Content: The Final Localization Frontier

Speaker: Merle Tenney (Language Technology Consultant)
Host: Nic McMahon

Synopsis: The engagement of users in creating and sharing their own user-generated content (UGC) has transformed our use of the worldwide web and given rise to the popular appellation Web 2.0. At the same time, users live in a flat world, and they increasingly expect to be able to access other users’ content and publish across their own language boundaries. This workshop addresses the requirements, architecture and implementation — more conceptual than real at this point — of the service providers, frameworks, tools, processes and stakeholders that combine to make global UGC possible. The place of editing tools and automatic and computer-assisted translation tools and the role of designated content agents are explained in the context of push-and-pull translation modes. The special challenges of translating user content are discussed, and the next steps for key stakeholders are outlined.

Friday, October 8, 2010: 2:00-3:00


D8: Machine Translation: Ask the Experts

Speakers: Raymond Flournoy (Adobe Systems Incorporated), Fred Hollowood (Symantec), Mirko Plitt (Autodesk), Pablo Vazquez (Cisco Systems, Inc.)
Moderator: Lori Thicke

Synopsis: Companies using machine translation (MT) report impressive cost and time saving advantages as well as intriguing quality improvements. Interest in deploying MT is growing by the day, but questions abound: What engine should I use? How do I customize MT? How long will it take to achieve a return on investment? Localization World has assembled a panel of leading MT practitioners to answer these and other questions. Participants are invited to submit their questions in advance or to ask them during the session.

Friday, October 8, 2010: 3:30-4:20


E1: Getting Strategic for Next-level Results

Speakers: Shelly Orr Priebe (Priebe & Associates), George Rimalower (ISI Translations)
Host: Sandra La Brasca

Synopsis: Localization executives are high-risk candidates in a critical management area. Executives must make the conscious decision to act strategically. The CEO challenge in taking companies to the next level is creating sufficient distance from day-to-day operations to be strategic. The CEO is often the company founder, and his or her personal DNA has been the “secret sauce” of success. But somewhere around $3M the organization needs to grow up in four distinct areas: management style; human resources policies and structure; sales and marketing; and technical infrastructure.

Thursday, October 7, 2010: 10:15-11:15


E2: What Big-ticket Buyers Look for in Localization Vendors

Speaker: Ben Sargent (Common Sense Advisory)

Synopsis: Every language service provider (LSP) would like to have marquee accounts such as Autodesk, Cisco, Dell, Google and Pfizer in its client roster. But what are much-courted customers such as these actually looking for from their translation vendors? What are the characteristics that they seek from their suppliers? Why do they pick one vendor versus another? Common Sense Advisory continually interviews and surveys the buyers with the biggest translation budgets in the business. In this session, our analysts reveal the highlights of what we’ve learned about big-ticket buyers from conducting dozens of surveys of hundreds of buyers that spend in excess of one million dollars or more per year on translation. Come and learn what top-spending companies really want from translation vendors. Hint: If your LSP is fearful of technology, you’re in big trouble!

Thursday, October 7, 2010: 12:00-1:00


E3: Buy-side Colloquium: Quality Is Starting to Matter . . . Now If Only We Could Measure It!
Open to language service buyers only. Space is limited, please contact us to reserve your seat.

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

Synopsis: Common Sense Advisory has long argued against wishy-washy discussions of translation quality. For far too long, quality was framed on the vendors’ terms with clients left in the dark. Statements about linguistic equivalence and technical accuracy were subjective. Worse yet, they were disconnected from the customer. However, recent trends reveal that more and more buyers of translation services are developing clear definitions of quality. Some are even collecting detailed data on their own quality measurement efforts. Will it finally be possible to have concrete conversations about quality now that buyers are taking the wheel and starting to measure whether their requirements are being met? Do we dare to dream that translation quality can not only be defined, but measured? Stay in the dark at your own risk — or come and learn how to take control of your company's identity in other languages and markets by implementing true measures of translation quality. In this interactive session moderated by Common Sense Advisory, participants will learn from several companies that have implemented best practices for translation quality measurement. Participants will have a chance to ask questions and discuss issues relevant to quality measurement during the session and will receive a written summary of the colloquium findings from Common Sense Advisory.

Thursday, October 7, 2010: 2:30-4:00


E4: Buy-side Colloquium: Quality Is Starting to Matter . . . Now If Only We Could Measure It! (continued)
Open to language service buyers only. Space is limited, please contact us to reserve your seat.

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

Synopsis: Common Sense Advisory has long argued against wishy-washy discussions of translation quality. For far too long, quality was framed on the vendors’ terms with clients left in the dark. Statements about linguistic equivalence and technical accuracy were subjective. Worse yet, they were disconnected from the customer. However, recent trends reveal that more and more buyers of translation services are developing clear definitions of quality. Some are even collecting detailed data on their own quality measurement efforts. Will it finally be possible to have concrete conversations about quality now that buyers are taking the wheel and starting to measure whether their requirements are being met? Do we dare to dream that translation quality can not only be defined, but measured? Stay in the dark at your own risk — or come and learn how to take control of your company's identity in other languages and markets by implementing true measures of translation quality. In this interactive session moderated by Common Sense Advisory, participants will learn from several companies that have implemented best practices for translation quality measurement. Participants will have a chance to ask questions and discuss issues relevant to quality measurement during the session and will receive a written summary of the colloquium findings from Common Sense Advisory.

Thursday, October 7, 2010: 4:30-5:30


E5: Translators without Borders

Speakers: Paula Shannon (Lionbridge), Lori Thicke (Lexcelera)

Synopsis: When the earthquake struck Haiti on January 12th, Translators without Borders (TWB) helped translate the daily reports from aid groups on the ground that were the only news getting out in those first critical days. This is just one way that TWB participates in the work of humanitarian organizations. Interspersed with short videos, this presentation will demonstrate how the power of translation supports humanitarian actions, whether they are emergency aid to earthquake victims, nutritional programs for children or clearing landmine from places where people live and work. How can the translation industry help more? An interactive question and answer session will follow with TWB board members Simon Andriesen (MediLingua), Andrew Bredenkamp (acrolinx) and Françoise Henderson (Rubric).

Friday, October 8, 2010: 10:45-11:30


E6: A Major's Global Approach to Game Localization

Speakers: Jacques Barreau, Bryan Watkins (Warner Bros.)
Host: Danica Brinton

Synopsis: At Warner Bros., different divisions are working together to propose game audio services. The experience and expertise we acquired in the movie industry can now be beneficial to the games world. This will help raise the quality of game localization.

Friday, October 8, 2010: 11:45-12:30


E7: Multilingual Voice-over Recording

Panelists: Jacques Barreau (Warner Bros.), Xavier Marchand (JBI Studios), Anatoly Murzintsev (Janus WWI), Richard O'Keeffe (EQHO Communications Ltd.), Hope Dippel Pavlich (Sony Computer Entertainment America)
Moderator: Danica Brinton

Synopsis: Session panelists discuss a range of challenges and opportunities in multilingual audio recording. Talent selection, project coordination, technical issues, testing, postproduction, cost models and the overall process will be analyzed.

Friday, October 8, 2010: 2:00-3:00


E8: Video Podcast Localization: Managing the Efficient Production of 1,000 Podcasts into a Variety of Languages

Speakers: Christen Anderson (Microsoft), Stephanie Gabriel (Welocalize)
Host: Miguel Á. Bernal-Merino

Synopsis: How do you effectively localize new media? With podcasts and other multimedia being created by companies and users, how can you create a program that both promotes in-country adoption as well as keeps budgets from spiraling?

Friday, October 8, 2010: 3:30-4:20


Preconference Synopses


Games Localization Round Table

P1: The 8th Game Localization Round Table

Speakers: Jacques Barreau (Warner Bros.), Tom Boerger (Sony Computer Entertainment Inc.), Kate Edwards (Englobe Inc.), Hope Dippel Pavlich (Sony Computer Entertainment America), Adam Vance (ArenaNet, Inc.), Bryan Watkins (Warner Bros.)
Host: Miguel Á. Bernal-Merino

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

Wednesday, October 6, 2010: 9:00-5:00


Life Sciences Round Table

P2: Life Sciences Business Round Table
Open to clients only, space is limited.

Speakers: Jason Arnsparger (CaridianBCT), Jon Bove (Moravia Worldwide), Barbara Inge Karsch (BIK Terminology), Jennifer Perkins (Lionbridge), Beth Tripp (Abbott Medical Optics)
Moderator: Clio Schils

Synopsis: Building on the success and experience from 14 previous conferences, the 2010 Seattle Life Sciences Business Round Table will explore best practices specifically for the life sciences sector. Clients with an undisputable track record in the life sciences industry will present and share their thoughts and experiences on the challenges and different aspects of medical device localization, the particular set of requirements as well as the challenges that these requirements create.

Topics will include but are not restricted to:

  • Best practices for document development and translation in the life sciences industry: We will address key issues in generating content for a global audience in the life sciences — best practices for use of controlled English vs. simplified English, checklists for writing and use of technologies to accelerate the translation life cycle.
  • APAC regulatory requirements, in particular for countries such as Korea, China, Taiwan and Japan, and the challenges posed for localization; Is China catching up? Is localizing medical devices for Japan a different animal?
  • Terminology management in life sciences: Terminology management is a commonly used quality assurance step for accuracy, and many life science companies have their own solution. This session deals with the different developments and approaches used in the United States and Europe.
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. For a more detailed agenda of the Life Sciences Business Round table, please click here.

Wednesday, October 6, 2010: 9:00-5:00


Localization Business Round Table

P3: Localization Business Round Table

Speakers: Silvia Avary-Silveira (Symantec), Martin Güttinger (Cisco Systems, Inc.), Véronique Özkaya (Moravia Worldwide)
Moderator: Aki Ito

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

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

Localization service providers spend a considerable amount of time responding to RFPs, often not knowing how authentic the request is. What are the best practices in determining which RFPs to take seriously? More information is available here.

Wednesday, October 6, 2010: 9:00-12:00


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

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

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

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

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

Wednesday, October 6, 2010: 1:30-5:00


P5: International User-interface Design

Speaker: Aaron Marcus (Aaron Marcus and Associates)

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

Wednesday, October 6, 2010: 9:00-5:00


Localization Business Round Table

P6: International Search Summit

Speakers: Andy Atkins-Krüger (WebCertain Group Ltd.), Rebecca Berkich (Xerox), Michael Bonfils (WebCertain US), Koichiro Fukasawa (Wasabi Communications), Anne Kennedy (Beyond Ink), Eugene Lomize (Yandex), Dmitry Minenko (Wave Maker Marketing), Kelly Thomas Nojaim (Microsoft), Rob Ousbey (Distilled), Kevin Vaudry (Microsoft), Jay Webster (Quova), John Yunker (Byte Level Research)

Synopsis: The International Search Summit is a global conference series that focuses on the issues and challenges involved in carrying out search and social-media marketing in multiple countries and languages. The summit features expert speakers in the field who offer insights and advice to marketers working on international campaigns and will cover a range of SEO, PPC and social-media topics. Sessions will include:

  • Global Plans for the Microsoft/Yahoo! Alliance
  • Russia: A New Frontier
  • International Video Optimization
  • Twittering in Tongues
  • IP Geolocation
  • Facebook: A Global Search Tool?
  • Local Link Building
  • SEO and Social-media Case Studies

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

Wednesday, October 6, 2010: 9:00-5:00


P7: Introduction to Localization

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

Synopsis: Two highly experienced industry experts will illuminate the basics of localization for session participants over the course of three one-hour blocks. This instruction is particularly oriented to participants who are new to localization. Participants will gain a broad overview of the localization task set, issues and tools. Subjects covered will be fundamental problems that localization addresses, components of localization projects, localization tools and localization project management. There will also be time for questions and answers plus the opportunity to take individual questions offline with the presenters.

Wednesday, October 6, 2010: 9:00-12:00


P8: Across Round Table — Future Business Models in the Area of Language Technology and the Role of Across Systems

Moderator: Daniel Nackovski

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

Wednesday, October 6, 2010: 1:30-5:00


P9: Global Culture Workshop

Speaker: Drew Fleck (GlobalVoyager Enterprises)

Synopsis: Being prepared to go abroad for business is absolutely essential for global business professionals. It is not something we can take for granted. We have to expand our understanding of the world in order to navigate global assignments. Developing intercultural skills is challenging and significantly different from other forms of professional and management development. This workshop provides global business professionals with a framework for preparing to go “in-country” and an opportunity to expand their global view through self-examination, self-awareness and self-discovery in a highly interactive context. Participants will be introduced to a series of free personal assessments they can access on the web to help them understand their current global view and begin their “going global” research and analysis. During this workshop, we will discuss how these personal assessments provide insight into where we might encounter challenges when working globally. We will also cover various resources on the internet that can help us with our research on going global within the context of the framework.

Wednesday, October 6, 2010: 9:00-12:00


P10: GlobalSight Community Meeting

Speaker: Derek Coffey (Welocalize)

Synopsis: GlobalSight, the open-source translation management system (TMS) platform, emerged in 2009, and now over 4,000 language industry professionals have downloaded the product to test its merits as a low-risk, open-source alternative to proprietary TMS software for managing, translating and delivering global business content. The GlobalSight community of language service providers, corporate clients, translators, technology providers, universities and developers is growing at an average rate of 34% each month. The GlobalSight community meeting provides a forum for all participants to leverage the collective experience and best practices of the community. This half-day session will provide you with an update on the latest release of GlobalSight (7.1.8), with over 80 changes incorporated into the core system. The session will provide an update on a number of initiatives, such as the new offline workbench currently in development. The community meeting will also highlight the upcoming roadmap of new features and additions planned over the next 12 months, including community-wide achievements from successful launches or pilots, new capabilities via the web services API, and best practices for implementing and mapping an open-source TMS to your global content value chain. Following the presentation, we will be hosting an interactive support session with engineers on site to help with any technical issues you may have. Attendance is free.

Wednesday, October 6, 2010: 1:30-5:00


P11: Agile Round Table

Speakers: Martin Güttinger (Cisco Systems), Iris Orriss (Microsoft)

Synopsis: Information coming soon.

Wednesday, October 6, 2010: 1:30-5:00


P12: Preparing New Localization Professionals for the Job Market

Speakers: Carla Di Franco (Microsoft), Paulo de Oliveira (Microsoft), Hiram Machado (adaQuest)

Synopsis: Students enrolled in the certificate for localization at the University of Washington learn directly from industry professionals, but is this enough? There are many challenges in localization training today, both inside and outside the classroom. Often there are more questions than answers! How can we best prepare localization professionals for hire? How do we teach students from a variety of backgrounds, including those with no experience in the localization industry? How much technical expertise in computer software design is essential? What tools should students learn to use? Join us for a presentation of our ideas and join in a lively discussion of the skills needed by professionals in our industry today.

Wednesday, October 6, 2010: 1:30-5:00


Lunch Presentation: Localization for All — Industry Leaders for Change

Speakers: Sven Christian Andrä (ONTRAM Inc.), Francis Tsang (Adobe Systems Incorporated), Smith Yewell (Welocalize)

Synopsis: The localization industry is helping around one billion customers to communicate across languages. There are another five billion customers out there for which the industry has to date not established a viable business case. Industry leaders have gotten together under the umbrella of The Rosetta Foundation to service these under-served customers backed by collaborative and open technologies. The Rosetta Foundation has already collaborated with nonprofit organizations providing services for the Special Olympics, eye health care, alternative cooking and water purification technologies. For 2011, the Foundation will facilitate the translation and localization of 42 million words, providing localization and localization services to the nonprofit sector worldwide. In this session, industry leaders will discuss why they have decided to support the Foundation, what they believe the impact of their involvement will be for their organizations and the Foundation, and why you should support localization for all.

Wednesday, October 7, 2010: 1:00-2:30

   
   
 
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