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Keynote Synopses


K1: How Consumers Use Mobile to Engage with Your Brand

Speaker: Jamie Turner (60 Second Marketer)

Synopsis: Mobile marketing programs come in many forms — websites, apps, banner ads, QR codes and others. But the foundation for any mobile marketing campaign is to understand how consumers engage with mobile campaigns and the companies that create them. Join Jamie Turner, founder of 60SecondMarketer.com and co-author of Go Mobile as he takes you on a lively and engaging exploration of how humans connect with businesses via mobile and what makes some mobile campaigns succeed while others fail.


K2: The CTO's Daughter — Coping with Preconceptions, Misperceptions and Unrealistic Expectations

Speaker: Bill Sullivan (IBM)

Synopsis: We hear a lot about the technical, logistical and financial challenges related to localization. This presentation focuses on a different challenge: How do we — as localization professionals and evangelists — cope with the human element? What sorts of preconceptions and misperceptions do we encounter when dealing with our customers, bosses and colleagues? How do these views arise and how can we handle them diplomatically? And how has IBM organized itself to ensure a consistent approach to this critical endeavor? Come find out.


 

Program Session Synopses


A1: Microsoft Reaching the Globe, One Language at a Time

Speaker: Carla Hurd (Microsoft)

Host: Teresa Marshall

Synopsis: In this talk, Carla Hurd will share the work that goes on in front and behind the scenes at Microsoft as part of the local language program efforts. She will tell you about Microsoft’s commitment to bringing people access to technology around the globe.


A3: International Strategies in the Gaming Industry

Panelists: Jacques Barreau (Warner Bros.), Kate Edwards (Englobe Inc.), Zeb Wedell (Microsoft)

Host: Danica Brinton

Synopsis: The gaming industry is fast evolving and with it the international business strategy and, by extension, international production tactics. This panel of gaming industry experts will analyze different game channels and international markets, and present the ways in which their companies, processes and systems had to innovate and adapt to follow the latest trends. Each of the panelists brings a unique view of the industry, both because of their genre focus and because of their roles. At the end of the session, it is our hope that the audience will have a comprehensive picture of the complexities involved in bringing today's games to worldwide audiences.


A4: The Rise of Chindia: Opportunity or Threat?

Speaker: Nitish Singh (Boeing Institute of International Business, St. Louis University)

Host: Hajnalka Sarvari

Synopsis: This presentation will explore how the rise of China and India will impact the global economy. The audience will be presented with unique challenges and opportunities that the rise of Chindia may pose. Implications for succeeding in the new world order will be discussed.


B5: ULI Overview and Localization Data Interoperability: Segmentation Issues at a Glance

Speakers: Helena Shih Chapman (IBM), Uwe Stahlschmidt (Microsoft)

Host: Sven Christian Andrä

Synopsis: Interoperability in exchange of localization data has been a challenge in the localization industry for many years. The Unicode Localization Interoperability Technical Committee (ULI-TC) was established in 2011 with the goal of helping to ensure interoperable data interchange of critical localization-related assets, including translation memories, segmentation rules, and translation source strings and their translations. The first part of this session will provide an overview of the charter and objectives of the ULI, an overview of the work over the last year and possible future projects. The second part of the session will take a deeper look at segmentation. When it comes to segmentation interchange, most in the industry immediately think of the Segmentation Rule eXchange standard: SRX. Unfortunately, a consistent language level behavior definition is sorely missing. As a result, the reuse of translation memories across commercial tools remains a dream that has yet to come true. The ULI TC is working to address some of those problems by providing a public definition of sentence level segmentation behavior per language this year. The deliverable of this data collection through collaboration with the Common Locale Data Repository TC would help alleviate a majority of the issues when it comes to segmentation interoperability between tools. This session will provide the first glance to how and why the work delivered can be utilized to gain consistent performance while reducing cost.


B6: Coalescing Linked (Open) Data and Multilingual Language Technologies

Speakers: Sven Christian Andrä (ONTRAM Inc.), Jörg Schütz (bioloom group)

Host: Daniel Goldschmidt

Synopsis: Companies are looking to link their language data assets more closely with core business processes and relate them with the huge amounts of data from social networks, new selling channels and new mobile devices for better and more effective analysis and optimization. The standards of linked (open) data play a prominent role in these efforts because they provide new ways to exchange, relate and harmonize different information resources regarding their provenance, interpretation and capability to infer and reason. Language technology also supports linked (open) data operations in essential ways that so far have been ignored because they provide context and meaning in a coherent, accessible structure.


B7: Innovating Open Source Technology to Drive Community Localization

Speakers: Jeff Beatty (Mozilla), Staś Małolepszy (Mozilla)

Host: Daniel Goldschmidt

Synopsis: As the web grows, Mozilla seeks to uphold the standards and practices that keep it open for all. Through our latest open source projects, L20n and Pontoon, we are creating a new generation of technology that puts more power in localizers' hands. L20n enables localizers to reach higher levels of free linguistic expression by sharpening the divide between localization and application logic. Pontoon provides localizers with features never before seen in an open source localization tool: WYSIWYG context, real-time translation editing and collaborative user review. This presentation will give participants a glimpse into the future of open, community-driven localization.


B8: XLIFF 2.0 and Metadata

Speaker: Yves Savourel (ENLASO Corporation)

Host: David Filip

Synopsis: New contexts and technologies, such as Web 2.0 or the mobile world, make the access to the information about the content to translate almost as important as the content itself. One of the XLIFF 2.0 goals is to offer a consistent and flexible way to associate content or part of it with that information: the metadata. This presentation includes a concrete demonstration of how different metadata, such as some of the ones defined by the W3C MultilingualWeb-LT working group, can be added to XLIFF 2.0 documents and processed through a set of steps using an open source and cross platform library for XLIFF 2.0.


C1: Our Move To The Cloud: An LSP’s Experience

Speakers: David Canek (MemSource Technologies), Jiri Stejskal (CETRA Language Solutions)

Host: Richard Sikes

Synopsis: CETRA Language Solutions, headquartered in Philadelphia, Pennsylvania, experienced rapid expansion through an acquisition and the establishment of a European office. A lot of changes needed to take place, ranging from hiring and training new staff to a complete overhaul of CETRA’s technology infrastructure. CETRA’s management decided to migrate all technology to the cloud. This case study gives a detailed account of CETRA’s migration, which included enabling some legacy technologies for the cloud (SDL Trados) as well as exploring some new ones, such as MemSource Cloud.


C2: Cheaper, Faster, Better — Collaborative Reporting Tools in Practice

Speakers: Margherita Martella (Spil Games), Tom Shaw (Capita Translation and Interpreting), Laura van Nigtevegt (Spil Games)

Host: Kate Edwards

Synopsis: Spil Games, the global leader in online gaming, has completely reengineered its localization process over the past 18 months. Adopting effective reporting and performance tracking was an important part of these changes. With Capita Translation and Interpreting, its main translation vendor, Spil Games can track and report on a wide range of metrics to monitor changes in translation spend and quality. In this session, Spil Games and Capita representatives will walk you through how they implemented and connected tools, and how they now work together. You’ll leave with practical knowledge of how to introduce better reporting tools into your localization process.


C4: Using MT to Localize E-government Services

Speaker: Andrejs Vasiļjevs (Tilde)

Host: Willem Stoeller

Synopsis: The internet has created not only an explosion of information, but also a cost-effective channel to communicate with citizens. Machine translation (MT) is the paradigm shift that can help e-government localize information and get it to those who need it in their native languages. MT facilitates access to e-government services for nonnative speakers increasing use by 15% to 20%. Supported by various language technologies such as spelling and grammar checkers, terminology tools and MT, we aim to present a case on how MT will help the government of Latvia reach out and connect with all their multilingual constituents — past the barriers created by language diversity.


D5: BreastCancer.org Takes the Localization Plunge

Speakers: Rachel Ferris (Acclaro Inc.), Yannick Nelson (BreastCancer.org)

Host: Sarah Zwier

Synopsis: Each year, BreastCancer.org (BCO) receives over 12 million visits from individuals who trust this online resource for up-to-date, factual and practical breast health and breast cancer information. In 2011, BCO wanted to further its reach with informationally underserved populations in the United States as well as cater to overseas visitors by launching international Spanish on the site. This was its first foray into localization. Learn how a highly compassionate yet analytically driven organization took the localization plunge, making delicate decisions about vendor partnership, language choice, medical terminology, quality review process, keyword localization and prioritization of web content translation.


D6: Localization and Web Marketing: Synergies and Challenges

Speakers: Julio Leal (Ciena Corporation), Cory Reed (Ciena Corporation)

Host: Ulrich Henes

Synopsis: Corporate localization and web marketing teams share many objectives and challenges. Good communication and understanding of each other's needs and processes will help create a very powerful synergy, one that will not only benefit both groups but the whole organization. This presentation will show all the steps involved in the implementation of a web localization strategy, from the launch process (content management systems/translation management systems, collaterals and multimedia) to the promotion stage (marketing campaigns and search engine optimization), covering additional related topics such as mobile and social media.


D7: Scaling Localization on Multiple Screens and Multiple Platforms

Speaker: Paul Bennett (Yahoo! Inc.)

Host: Rebecca Ray

Synopsis: The rapid adoption by consumers of multiple screens — PC, tablet, phone — has created a world where users expect our products to be available to them on any device with consistent experiences across multiple screens. Developers and localization professionals alike have had to face this challenge head-on in fast-paced development environments with continuous integration and release schedules. At Yahoo! we are focused on streamlining the localization process for multiple screens for the next generation of apps. Join us as we explore the challenges and potential solutions in creating a streamlined approach to localization, internationalization and ensuring a consistent international user experience across all screens.


D8: The New Reality in Client-Vendor Relationships

Speakers: Darin Goble (Moravia), Eva Klaudinyova (VMware, Inc.)

Host: Katie Botkin

Synopsis: Client-vendor partnerships come in many forms within localization. With ever-increasing demands on headcount, “doing more with less," and value-added collaboration, new synergies are forming around the concept of shared resources and vendors managing other suppliers in the localization chain. We’ll take a look at how VMware and Moravia are successfully addressing these challenges by building an integrated in-sourcing and out-sourcing model to provide scalability and predictability across the global organization.


E1: Keep It Simple Stupid — and Help Save the World

Speakers: Val Swisher (Content Rules, Inc.), Lori Thicke (LexWorks/Translators without Borders)

Host: Katie Botkin

Synopsis: The African continent has some of the lowest rates of literacy in the world. To develop content that will get read by people in this geography, you must KISS (keep it simple stupid) and use simple English as the base translation language. In this talk, the speakers will show you what simple English is, how it is being used at Wikipedia to promote knowledge transfer, and when and where it makes sense to use simple English as the base translation language. Highlighted: How simple English is making a difference for medical programs in Kenya, thanks to the work of these two organizations.


E2: Finding the Ideal CAT Tool: Software Selection and Suggestions for Developers

Speaker: Sachiyo Demizu (Nikon Precision Inc.)

Host: Jiri Stejskal

Synopsis: As crowdsourcing gains importance, the requirements for computer-assisted translation (CAT) tools in corporations are changing, and finding the right CAT tool for your organization is challenging. What is the ideal tool for corporate users, with attention to workflow management and machine translation? In this presentation, we will discuss how to identify the CAT tool best suited to your needs, how to perform testing, implement the CAT tool and handle legacy systems. We will also discuss key capabilities a CAT tool should have, such as interfacing with a content management system, and present a wish list for developers.


E4: Topics in Software Localization for China and Japan

Speaker: Frank Lin (CareFusion)

Host: Ulrich Henes

Synopsis: China and Japan are the second and third largest economies in the world. They present enormous opportunities for globalized products, but the euphoria and promise of these opportunities are offset by the challenges posed by globalizing software for Japan and the Chinese-speaking world. This session looks at localization for China and Japan from technical, linguistic, cultural, translation and project perspectives.


E5: Auditing Your Content and Processes for Localization Issues

Speaker: Katherine (Kit) Brown-Hoekstra (Comgenesis, LLC)

Host: John Watkins

Synopsis: When preparing for localization, you can use an audit to identify issues, establish a baseline and metrics for measuring success and determine a pathway for achieving your goals. During this interactive workshop, we will discuss how to evaluate your content and processes. At the end of the workshop, the participants will be able to identify the following:

  • Issues related to internationalization in their content
  • Opportunities for reuse across output types
  • Information types and other metadata in their content
  • Level of granularity needed to "chunk" the content
  • Issues in their quality assurance, editing and change control processes


E6: Rate Me, My Friend

Speaker: Valentyna Kozlova (InText Translation Company)

Host: Willem Stoeller

Synopsis: How can you illuminate the “dark side” of the vendor’s database? How do a translator and an editor become best friends? How do you motivate project managers to be concerned about quality? This is a case study that shows the way to optimize your vendors, improve quality of your translations, and save time and money. Small changes can lead to new perspectives. This is an example from InText Translation Company about its experience in quality and vendor management.


E7: Getting to Translation Quality and Efficiency

Speakers: Nirupama Deshpande (Kaiser Permanente), Carolyn Wang Kong (Kaiser Permanente)

Host: Richard Korn

Synopsis: The goal of this session is to share the trials and tribulations of Kaiser Permanente’s (KP) experience in implementing a translation services function. We'd like to share what we've learned, the pitfalls we've fallen into and practices that helped us avoid some pitfalls. As part of this presentation we will cover the following topics:

  • Fast facts about KP, including our California member language preferences and interpreter needs
  • Different perspectives (old and hard way) on performing translation of documents at KP
  • Regulatory mandates and a need for a centralized translation function at KP
  • Department of managed health care
  • Language assistance requirements applicable to translation services at KP
  • Developing quality standards and centralized translation infrastructure workflow at KP
  • KP translation infrastructure details on our tools and processes
  • KP translation services tools automation initiatives
  • Lessons learned


E8: Customized, Collaborative Machine Translation: You, Your Community and Microsoft's Knowledge Working Together

Speakers: Vikram Dendi (Microsoft), Chris Wendt (Microsoft)

Host: Helena Shih Chapman

Synopsis: Statistical machine translation (MT) systems learn to translate by reading and processing many parallel and target language documents. Better quality results from quality data, better organization of that data and from reducing ambiguity by domain specialization. We present an integrated system that accepts human feedback and corrections for immediate use in subsequent translations, and learns how to translate new content following your style and terminology from this and existing or newly collected parallel and target language material. All this data serves to build a custom MT system for you — a system that produces translations with drastically higher quality than a very good, but nondomain-trained system. We’ll discuss the system itself (called the Microsoft Translator Hub) as well as a few application scenarios.


F1: Motivating the Crowd, Priming the Pump and Maintaining the Flow in Translation Crowdsourcing

Speakers: Doug Bayless (LDS Church), Jeff Beatty (Mozilla), Rob Vandenberg (Lingotek)

Moderator: Adam Wooten

Synopsis: Learn tips for priming the pump and maintaining the flow in translation crowdsourcing:

  • How translation crowdsourcing fits into an organization’s overall translation strategy
  • How to spark initial interest among contributors
  • Realistic profiles and statistics about who will be motivated to participate
  • Motivators who are managers vs. motivators who are fellow translators and participants
  • Pitfalls to avoid that discourage and demotivate crowds
  • Translation processes that foster motivation and enthusiasm
  • The role of tangible and intangible rewards
  • The contributor life cycle, from recruitment to retirement


F2: Customization or Else: Why Customization Should Be Standard Procedure

Speaker: Ian Henderson (Rubric)

Host: Darren Megarry

Synopsis: When given the opportunity, anyone will create a customized localization process for Google or Microsoft. But mid-tier companies with big technical documentation issues must settle for retrofitting their unique needs to fit an off-the-shelf localization solution. Certainly a customized workflow process for a mid-tier software or electronics company is impractical and cumbersome, right? Wrong. This presentation will cover highly customized workflow processes for DP Technology and Xirotech that have directly cut turnaround times and decreased localization costs for all types of technical content. In each case the key is for the workflow and the process to be customized, thereby creating a stable and consistent system that works even as staff at the company and/or the localization provider changes. Localization managers of small and medium-sized departments or companies should not miss this opportunity to see how they can customize their unique situation and cut localization costs.


F4: Macro/Micro: How Macrotrends Affect Localization

Speaker: Terena Bell (In Every Language)

Host: Donna Parrish

Synopsis: Macroforces are sociological, economic and similar factors that drive microchanges in a society. Changing macroforces, such as immigration, trade or environmental awareness, change the world in which localization operates. These changes impact the way we think, the way we live and the way we do business. In this session, Terena Bell summarizes the current macroforces that will affect localization the most, offering suggestions as to how we can prepare to manipulate the impact these changes will have on the localization industry, turning them into improvements.


F5: Creating a Translation Department at TD Bank

Speakers: Monique Carmel (Toronto-Dominion Bank), Richard Sikes (Localization Flow Technologies)

Host: Donna Parrish

Synopsis: In March 2009, Toronto Dominion Bank, one of the “Big 5” banks in Canada, decided to create an internal translation department where none had existed for many years. This case study begins with the business factors behind that decision and then discusses the challenges that the department founders faced in building a department from scratch in an environment and corporate culture in which confidentiality and security reign supreme. The presenters will discuss the types of constraints under which the department functions and how the workflow is evolving to optimize productivity within those constraints.


F6: Cloud Solution for Global Team Engagement

Speaker: Taras Tovstyak (ELEKS)

Host: Nic McMahon

Synopsis: Effective management of global teams is one of the most common issues for localization service providers (LSPs). Many LSPs are looking for ways to minimize the costs and time through automation. Generally, LSPs perform localization services engaging both their in-house staff and subcontractors who are usually located all over the world. ELEKS would like to tell about its developed cloud-base system that is used by both subcontractors and in-house teams. This system allows for a full automation of product installations needed for the teams, whereas automation is synchronized with the product localization process. We want to showcase the value this system brings to LSPs while providing global teams with an access to virtual environments, computer capacities, centralized management systems and internal tools.


F7: MicroTalks

Speakers: Emre Akkas (Globalme Localization Inc.), Steve Angell (KJI), Jon Atkinson (VMC), Michel Lopez (e2f translations, inc.), Gustavo Lucardi (Trusted Translations, Inc.), Biraj Rath (Braahmam Net Solutions Pvt. Ltd.)

Host: Kate Edwards

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

  • Request From the Plane, Translate at the Coffee Emre Akkas (Globalme Localization Inc.)
  • Mobile Localization Testing Strategies: Jon Atkinson (VMC)
  • Social Media Planning and Localization: Steve Angell (KJI)
  • Finding the Balance: Shifting Stress from People to Systems: Michel Lopez (e2f translations, inc.)
  • Mobile Search! The Next Localization Frontier: Gustavo Lucardi (Trusted Translations, Inc.)
  • Products or Services — Market Entry Strategy for India: Biraj Rath (Braahmam Net Solutions Pvt. Ltd.)


F8: Rapidly Changing Translation Paradigms on the Move: Watch or Participate? — You Decide!

Speakers: Keith Laska (SDL), Alison Toon (Hewlett-Packard)

Host: Willem Stoeller

Synopsis: Our industry is changing, and like so many other industries, there is more technology being used to drive down costs, squeeze out inefficiency and change the roles of skilled professionals. Change can be disruptive, but it can also present new opportunities — particularly when it is acknowledged early and acted upon.

In this session, examples of industries that have embraced change and developed new successful business models to remain competitive and relevant will be presented. We’ll look at how these examples can be applied to language service providers, corporate translation teams and technology providers. For example, the travel industry changed rapidly from brick and mortar agencies to ones that are primarily online. Similar changes need to be led by our industry as well to prepare for new demands from the market. We will also share how one company has modified its localization processes and vision as market and internal demands have changed, share ideas on where the industry can be more inventive to address the changes and challenges ahead, and what they mean for buyers and sellers of services and technology.


G1: The Certified Localization Manager

Speaker: Willem Stoeller (The Localization Institute)

Host: John Watkins

Synopsis: Within the project management profession, certification is well established through the efforts of organizations such as the Project Management Institute (600,000 members) and the International Project Management Association (120,000 members). For example, in the United States it is practically mandatory to be a certified project management professional in order to get a position in IT. The localization industry is still catching up, but many organizations are starting to realize that the localization project manager can be far more than a file shuffler and expeditor. In 2006 Nitish Singh, Chico State University and The Localization Institute developed a localization project management program. After five years, The Localization Institute has taken over responsibility for the program from Chico State University. The general localization certification program is being revised with input from industry experts, with a projected launch by spring 2013. A completely new localization project management certification program was launched in the spring of 2012. After a successful completion in June 2012, a second delivery is planned for the fall. In this informational session, Willem will explain how this certification program can prepare the localization project manager for an expanded role. Highlights of the program will be presented and benefits discussed.


G2: Common Sense Advisory LSP Session: One of These Things Is Not Like the Other — Vertical Markets for Translation Services

Speaker: Rebecca Ray (Common Sense Advisory)

Synopsis: The translation and localization industry is vast and diverse. Yet, language service providers (LSPs) often believe they can “add a new vertical” as simply and easily as adding a new staff member. In reality, most major verticals have different needs and complex expectations of their LSPs. How can you know if a given vertical is right for you? In this interactive presentation for LSPs, Common Sense Advisory will share the firm’s latest research on which vertical markets offer the most opportunity. Attendees will also learn major characteristics of translation buyers in several of the largest verticals (software/IT, financial, life sciences and manufacturing). Participants will come away with concrete advice on how to identify which vertical markets will make the best fit for their companies.


G3: Buy-side Colloquium: Strategic Purchasing for Translation and Localization

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

Synopsis: A primary focus of many translation and localization departments is to get the best price from their suppliers. While this is a critical component of any business decision today, the lowest price doesn’t necessarily buy the best solution. In this colloquium, exclusively for buyers of translation services, Common Sense Advisory presents best practices for developing a strategic approach to buying language services. It addresses the issues of executive sponsorship, centralization, change management, business intelligence, requests for proposals, master service agreements and negotiation. The colloquium has been designed for those who are relatively new to purchasing language services or those who would like to improve their language procurement processes. Attendees will learn how to move their organizations from a tactical obsession with paying as little as possible for translation and localization services to a more strategic approach that reflects their central role in growing a global business, whether it's brick-and-mortar, web or mobile. At the end of this highly interactive session, participants will leave with a checklist that enables them to move to the next level with their procurement model. Space is limited and reservations required.

This session is open to language service buyers only. Space is limited. Please contact us to reserve your seat.


G4: Best Practices in Localization Recruitment

Panelists: Ben Cornelius (ONTRAM, Inc.), Dawni Jacobs (PTIGlobal), Michael Klinger (Anzu Global LLC), Janette Ulmer (Larsen Globalization)

Synopsis: This panel of hiring managers, localization recruiters and candidates will present several brief presentations on the best practices in localization recruitment. In particular we will address the following:

• Where do you find good candidates and/or companies?
• How do you know you are choosing the right person or company?
• What are the elements of a good interview?
• What can you expect when working with a localization-staffing vendor?
• Rate negotiations — when, how and what to say?


H3: The Mobile World and the Future of Localization

Speakers: Jörg Bott (Microsoft), Mark Flanagan (VistaTEC), Ghassan Haddad (Facebook), Rahul Kumar (Cisco Systems), Bill Sullivan (IBM)

Host: Donna Parrish

Synopsis: In keeping with the theme of “Reaching the Mobile World,” VistaTEC undertook a research study with 20 of the most influential people in our industry today to examine how some of the largest organizations in the world view the opportunities presented in a mobile world and, crucially, how they are overcoming the localization challenges that this presents. During these in-depth interviews, the results of which will be shared in this session, these thought leaders provide fascinating insights into the rapidly changing landscape that an increasingly connected and mobile marketplace presents.


H5: Dynamic Language Delivery for Mobile Applications

Speakers: Dirk Meyer (Adobe Systems, Inc.), John O'Conner (Adobe Systems, Inc.)

Host: Hajnalka Sarvari

Synopsis: Adobe is in the process of rolling out technologies to deploy localization resources to applications in the field. This new deployment channel enables the receiving of language updates or bug fixes on user devices within minutes, without the need to rely on product installers, their testing or the pushing of the updates through stores or markets. Through leveraging the always-connected nature of mobile applications and the lean integration of the technology, it is at any given time possible to provide users with the latest version of localization resources (the provider perspective) or to query servers for existing updates, other languages that can also be installed or languages that have become available only after the product has shipped (the user perspective). This presentation will provide details about the architecture and the workflow around dynamic language delivery and will show the implications for development, testing and deployment. We will also describe how the approach provides a higher level of flexibility for business decisions around markets, geographies and language support.


H6: A Consumer's View of Language Technology Advancements

Speaker: Helena Shih Chapman (IBM)

Host: Michael Klinger

Synopsis: The recent innovations in mobile devices have brought the complexity of IT closer to the world of typical consumers. The raw processor power in a smart phone device is equivalent to a laptop from ten years ago. By the end of 2011, for the first time, smart phones have outsold PCs by more than six million units. This phenomenal global growth has the device makers scrambling to create the best language technologies that will appeal to users of all ages and origins. In this session, we will share how the end user’s expectation will change with the introduction of speech and text recognition technologies. How will the dynamic of integrating this technology into the palm of any user prompt global consumers to ask what they can and should expect from a simple device? Furthermore, how would this expectation change the way enterprises manage their worldwide information?


H8: Is Our World Ready to Churn Out World-ready Mobile Applications?

Speaker: Akulaa Agarwal (Adobe Systems, Inc.)

Host: Gustavo Lucardi

Synopsis: With the coming of the internet in the nineties, the term application changed its meaning from a software product to a "web application." Yet again, the world is witnessing this change. It has been little over a decade and today when we hear the word application, we interpret it as a "mobile application," more commonly referred to as apps, Android apps and/or iOS apps. With the ever-increasing penetration of mobile devices in the world, the localization industry is gearing up to cater to English and non-English users. Interestingly, the starting point may not always be an English application that is then localized into various other languages. We already see various applications that are created in a native language and are not required or expected to be used outside of a particular region or culture. A very important and substantial part in the localization of mobile apps is the culturalization of gestures. Due to screen size and other technical limitations, mobile applications are heavily populated with gestures and have sparse textual representation. This session will address the top case studies around the culturalization of mobile applications using localized and culturalized gestures to enable creation of truly world-ready mobile applications.


I1: What Is Content Strategy?

Speaker: Rahel Anne Bailie (Intentional Design Inc.)

Host: Scott Abel

Synopsis: Investing in content is not a trivial venture, and enterprises now understand the need for a strategy to create useful and usable content. Conventional thinking produces conventional results, so delivering content in smarter ways means better strategies. It means starting further up the value chain, acknowledging that content is a corporate asset deserving of the same consideration as other organizational intellectual property. Yet content is mostly handled at a tactical level. When looking for the competitive edge to deliver products and services, it is necessary to have an emphasis on content that supports the product and the organization, and a bolder view of what content can be and do.


I2: Global Content Strategy

Speaker: Val Swisher (Content Rules, Inc.)

Host: Scott Abel

Synopsis: You know you need content strategy, and you are all set to start creating yours. But wait . . . have you remembered the big and small considerations that are critical when taking your content to foreign markets? In this presentation, we will discuss best practices for going global with your content.


I3: Everything Is Connected: New Approaches to Technical Communication in a Global, Mobile World

Speakers: PG Bartlett (Acrolinx), Val Swisher (Content Rules, Inc.), Lori Thicke (LexWorks/Translators without Borders), Kyle Wiens (iFixit + Dozuki)

Host: Scott Abel

Synopsis: Building the largest global repair community required bridging cultures across continents. iFixit has discovered that broken gadgets unite people around the world. So how do you localize 10,000 repair manuals with no translation budget? Kyle Wiens will show you how one company built a gorgeous mobile experience while trying to stay locally relevant. You'll discover how multimedia-heavy, photo-rich content saved the day. And you'll hear about how the company is leveraging crowdsourcing and machine translation to help it reach others around the globe whose first language isn't English. Immediately following the presentation, a panel of content strategy and translation experts will discuss how mobile technologies, dynamic publishing, touch screen interfaces and gesture-based navigation impact those who create, manage and deliver information. Bring your questions and join in the discussion.


I4: Transforming Your Global Content Strategy into Localized Content

Speaker: Michael Meinhardt (Cloudwords)

Host: Scott Abel

Synopsis: In this session, we will address how to make your global content strategy a reality on the ground in new geographic regions while making the translation management process efficient and cost-effective. New developments and trends in the translation process will also be discussed.


I5: Making the Move to Structured Content

Speaker: Scott Abel (The Content Wrangler)

Host: Val Swisher

Synopsis: Structured content, XML, content reuse and single-sourcing — we've been talking about these techniques, standards and approaches for years, yet many organizations still aren't producing semantically enriched, machine-readable, consistently structured content. That's got to change. Scott Abel will explore the many reasons why we must adopt a structured XML, single-source approach to creating, managing and delivering content if we are to succeed in the global, mobile world in which we live.


I6: Thinking Strategically about Intelligent Content on International Projects

Speaker: Joe Gollner (Gnostyx Research)

Host: Scott Abel

Synopsis: Intelligent content, as content that has been designed to leverage open standards, can be used to do many things. One of the areas where intelligent content has a lot to offer is in the area of localization. This presentation will use case studies to explore the ways in which intelligent content has been successfully used to reduce costs, streamline workflows and improve the overall effectiveness of localization investments. This talk will take a particular look at how a number of standards have evolved specific capabilities in response to localization requirements. Key among these is XLIFF (XML Localization Interchange File Format). Finally, this presentation will also discuss the more general ways that intelligent content is being exploited, in particular on large international projects delivering sophisticated equipment systems that are then put into use around the world.


I7: Content Strategy for Mobile Devices

Speaker: Charles Cooper (The Rockley Group, Inc.)

Host: Scott Abel

Synopsis: Creating content is one thing, but delivering it is another. There are so many systems available on which to experience content that creating the content seems comparatively easy, too easy, in fact. There’s a temptation to create essentially the same content multiple times, once for each type of e-reader or tablet. The goal is laudable — you want your readers to get the best possible experience — but recreating the content in that manner isn’t sustainable in the long run. There is a solution! By designing structured content, you can create content that can automatically adapt itself to the capabilities of the device.


I8: Think Mobile, Go Global: Writing Strategically for the Small Screen

Speaker: Maxwell Hoffmann (Adobe Systems, Inc.)

Host: Scott Abel

Synopsis: Mobile screens and smart phones only display about 10% of the word content we are used to reading on laptop screens, yet most of us continue to prioritize our thoughts and compose sentences like we did 20 years ago! Paper, whether it is an A4 or 8.5" x 11" size, is no longer the norm. New habits and a very different mindset are required for effectively composing mobile content. The “less is more” best practices that optimize English for translation are also ideal for English-only mobile content. Find out why you should write for mobile first, then expand for global.


J5: Unconference @ Localization World

Speakers: session participants

Moderators: Teresa Marshall, Scott Schwalbach

Synopsis: Interested in a new track at Localization World? Are you ready to join the conversation and discussions? For the first time, we are holding an “unconference” at Localization World.

Never heard of that? An unconference consists of participant-driven sessions, decidedly without the conventional format of a conference. There are no PowerPoint presentations and no sales pitches! There are only topics the group votes on. There is no agenda until the participants create one on-the-spot, at the beginning of the meeting.


J6: Unconference @ Localization World

Speakers: session participants

Moderators: Teresa Marshall, Scott Schwalbach

Synopsis: Interested in a new track at Localization World? Are you ready to join the conversation and discussions? For the first time, we are holding an “unconference” at Localization World.

Never heard of that? An unconference consists of participant-driven sessions, decidedly without the conventional format of a conference. There are no PowerPoint presentations and no sales pitches! There are only topics the group votes on. There is no agenda until the participants create one on-the-spot, at the beginning of the meeting.


J7: Unconference @ Localization World

Speakers: session participants

Moderators: Teresa Marshall, Scott Schwalbach

Synopsis: Interested in a new track at Localization World? Are you ready to join the conversation and discussions? For the first time, we are holding an “unconference” at Localization World.

Never heard of that? An unconference consists of participant-driven sessions, decidedly without the conventional format of a conference. There are no PowerPoint presentations and no sales pitches! There are only topics the group votes on. There is no agenda until the participants create one on-the-spot, at the beginning of the meeting.


J8: Unconference @ Localization World

Speakers: session participants

Moderators: Teresa Marshall, Scott Schwalbach

Synopsis: Interested in a new track at Localization World? Are you ready to join the conversation and discussions? For the first time, we are holding an “unconference” at Localization World.

Never heard of that? An unconference consists of participant-driven sessions, decidedly without the conventional format of a conference. There are no PowerPoint presentations and no sales pitches! There are only topics the group votes on. There is no agenda until the participants create one on-the-spot, at the beginning of the meeting.

 


Preconference Synopses


Life Sciences Round Table

P01: Life Sciences Business Round Table (2:00pm-6:00pm Tuesday, October 16 and 9:00am-5:30pm Wednesday, October 17, 2012)

Speakers: Marita Hoeh (Terumo BCT), Jeff Kiser (VistaTEC), Richard Korn (St. Jude Medical), Sandra La Brasca (ForeignExchange Translations Inc.), Frank Lin (CareFusion), Karen Nicoulin (Terumo BCT), Jennifer Perkins (LUZ, Inc.), Clio Schils (Lionbridge Life Sciences), Val Swisher (Content Rules, Inc.)

Synopsis: In the world of translation and localization, the life sciences sector is different from any other industry because of the unique and specific nature of its requirements. With regulations changing on a continual basis, a premium is placed on quality above all else. For our Life Sciences Business Round Table in Seattle, we are delighted to offer a stellar one-and-a-half day program with a particular focus on the challenges of medical device localization. Life sciences professionals, clients and vendors will be presenting and sharing their thoughts and experiences on specific processes as well as the variety of requirements and challenges at work in the life sciences industry today. In collaboration with the Life Sciences Advisory Board, we have identified a number of key areas of focus. These include but are not limited to the following:

• Language labeling requirements in Asia Pacific, the Americas, Europe, the Middle East and Africa.
• Globalization of teams in life sciences companies: How do we interact most effectively with a distributed (or virtual) team structure?
• New trends in software localization and testing for medical devices and equipment.
• Patient-facing user interfaces: How are medical device companies adapting to the country requirements for a localized user interface?
• Life sciences case studies in labeling and localization.
• Vendor/client relationship building.

We will also invite a user of localized systems to discuss how the localized product enhances their work. This session will provide round table attendees with the insight into how our work is used in the field.

Please click here for more detailed information.

Advisory Committee: Simon Andriesen, Brigitte Herrmann, Richard Korn, Sandra La Brasca, Maarten Milder, Clio Schils

Clients, vendors and life science professionals from other disciplines are welcome to participate in this session. However, vendor participation is limited and subject to screening. If you would like to participate in this round table, please contact Clio Schils or Richard Korn to obtain an admission code necessary for registration.

This extended session includes a lovely dinner Tuesday evening, October 16th, with transportation provided.


Games Localization Round Table

P02: Game Localization Round Table

Speakers: Kate Edwards (Englobe Inc.), Hope Dippel Pavlich (Sony Computer Entertainment of America), Colin Williamson (17-BIT)

Hosts: Fabio Minazzi

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

Please click here for more detailed information.

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

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


P04: FEISGILTT Federated Track

Speakers: Helena Shih Chapman (IBM), Cameron Dutro (Twitter), David Filip (LRC/CNGL), Dave Lewis (CNGL), Arle Lommel (Globalization and Localization Association), Kevin O'Donnell (Microsoft), Bryan Schnabel (Tektronix, Inc.), Uwe Stahlschmidt (Microsoft), Asanka Wasala (CNGL)

Synopsis: The Federated Track on the second day of FEISGILTT will serve as its showcase of high-impact case studies and live demonstrations relevant for a broader business audience interested in the value proposition of interoperability standardization (mainly XLIFF and ITS, but also Unicode and CLDR, SVG and DITA, HTML5 and RDF, CMIS and RESTful web services etc). Highlights will include a case study on deep and broad adoption of the XLIFF standard at Microsoft; an introduction to the quality data categories that are currently being proposed for the ITS 2.0 specification at W3C; a thrilling life roller coaster of open standards, open source and commercial tools; an update on ICU and a look at the internationalization of technical infrastructure at Twitter.

Please click here for more detailed information on FEISGILTT 2012.

Advisory Committee: David Filip, Daniel Goldschmidt, Jirka Kosek, Dave Lewis, Arle Lommel, Luc Morado, Jan Nelson, Peter Reynolds, Kimmo Rossi, Felix Sasaki, Yves Savourel, Bryan Schnabel, Joachim Schurig, Uwe Stahlschmidt, Olaf-Michael Stefanov amd Jesus Torres Del Rey.


Think Latin America

P05: Think Latin America

Speakers: Andres Angelani (Globant), Katia Azevedo (Xerox Corporation), Renato Beninatto (Moravia), Hans Fenstermacher (Globalization and Localization Association), Nataly Kelly (Common Sense Advisory), Larisa Leon de Pairault (Microsoft), Sonia Oliveira (Zynga), Rob Salkowitz (MediaPlant LLC)

Moderators: Robert Bishop, Fabiano Cid

Synopsis: Today, Latin America is the New World. New investments are pouring in, Latin America continues to be defined by stable economic policies even though the rest of the world is reeling from financial tumult and technology transformation is helping the region evolve as the New Business World. A vibrant and emerging middle class with better earning and purchasing power is laying the foundation of a booming market across 21 countries in the region. Ccaps and IMTT join forces to bring you the third edition of Think Latin America with participation from Adobe, Microsoft, PayPal, Globant and Common Sense Advisory for a full day of networking, knowledge sharing and learning opportunities. The event is all about high-caliber presentations and panel discussions, innovative ideas and pure excellence brought to you by a committee of industry experts. You already know about the success stories of global companies in Latin America. It is time to get to the heart of the region. This event will give you an intuitive feel for what makes Latin America so exciting for buyers and suppliers from a globalization and business perspective — both online and offline.

Please click here for more detailed information.


Advisory Committee: Renato Beninatto, Salvo Giammarresi, Larisa Leon de Pairault, Luciana Vecchi


P06: TAUS Open Source Machine Translation Showcase

Speakers: Diego Bartolomé (tauyou <language technology>), Alon Lavie (Safaba Translation Solutions LLC), Jeff Rueppel (Adobe Systems, Inc.), Achim Ruopp (TAUS Labs), Joël Sigling (AVB Vertalingen), Pablo Vazquez (EMC)

Host: Rahzeb Choudhury

Synopsis: This half-day session will provide an overview of adoption and usage patterns followed by a series of crisp and pointed presentations from small and large companies that have or are in the process of incorporating machine translation (MT) into their service offerings or operations. It will raise awareness and promote the industry’s use of open source MT, in particular the statistical MT toolkit, Moses. Learn from those now working with this state-of-the-art toolkit. Make more informed decisions about translation automation and sharpen your translation strategy. The session will end with a highly interactive panel discussion.

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


P07: TAUS: Best Practices for Post-editing

Speaker: Ana Guerberof (hiSoft)

Host: Rahzeb Choudhury

Synopsis: This half-day workshop provides a broad overview of the topic of post-editing machine translation (MT) output, a growth area requiring new skill sets and outlook in the industry. It provides good practice guidelines, outlining the types of issues to anticipate. We will consider the post editing task from the point of view of the translator and review examples of output, considering how they can be edited and how feedback can be provided to improve future MT engine output. The post editing user interface will also be considered as well as productivity, quality, costing, skill sets and training. The workshop will also cover some of the most recent research and developments on post editing. The workshop is aimed at managers with beginner or intermediate experience in projects that involve MT. The guidelines provided in the workshop are based on insights gathered from TAUS members, who are experts in the field.


P08: Introduction to Localization

Speakers: Daniel Goldschmidt (Microsoft), Iris Orriss (Microsoft), Richard Sikes (Localization Flow Technologies)

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 such as 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.


P09: Localization Sales and Marketing Round Table

Speakers: Michael Burns (Michael A. Burns & Associates), Aki Ito (LocalizationGuy, LLC/TOIN Corporation)

Host: Renato Beninatto

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


P10: Introduction to Internationalization and Unicode

Speaker: Addison Phillips (Lab126)

Synopsis: What is internationalization? What is Unicode? If you’ve ever wondered about the details or just want to understand it a bit more, this tutorial provides insights and an overview of the process of internationalization and the fundamentals of designing software for the world. Attendees will understand the overall concepts and the approach necessary to analyze a product for internationalization issues, develop a design or approach and deliver a global-ready solution. The focus will be on architectural approaches and general concepts but will include specific examples and exercises . . . and will be only a little bit technical.


P11: GlobalSight Boot Camp

Speaker: Vincent Swan (Welocalize)

Synopsis: This free half-day workshop will be a drop-in event, where you can get a demonstration of our latest version of GlobalSight, learn about the roadmap and new features we are implementing in our 8.2 and 8.3 releases this year and learn how GlobalSight can help manage your entire translation workflow. If you haven’t used the system before, we will have engineers available who will take you through the installation, configuration and administration of the system — learn how to configure multi-activity, multilanguage workflows and how to make the best use of our comprehensive translation memory configuration. If you are an engineer or administrator, come along and meet some of our GlobalSight engineers and architects, learn new ways to configure the system, troubleshoot any problems you might have or just have a chat with us about your ideas for the system in the future.

   
   
 
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