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  Program Description

Keynote Synopses

K1: The Shifting Global Economy

Speaker: Manu Bhaskaran (Centennial Asia Advisors Pte Ltd)

Synopsis: Manu Bhaskaran will outline some of the important new trends and shifts that will mark the post-crisis global economy including changes in the structure of competitiveness. He will discuss how geopolitical shifts will affect economic growth and currencies; changes in how large global companies decide on the location of manufacturing and services activities; and so on.


Program Session Synopses

A01: Work Hard — Be Nice: Building Successful Business Relationships between East and West

Speakers: Andrew Lawless (Dig-IT!), Shirley Yeng (EC Innovations, Inc.)

Host: Alex Ho

Synopsis: Want to build successful business relationships between East and West? Two business partners of 16 years — an Easterner and a Westerner — summarize the do's and don'ts, pitfalls and rewards from their 16 years of successful business collaboration. The session will be filled with useful tools and guidance on what to do next to foster your successful business collaboration, including how to adjust your negotiation style, decision-making, implementation planning, setting of realistic priorities and approach to building trust.

A02: The New Reality and Future of Asian Localization Business

Panelists: Alex Ho (Acronis), Hui May Koh (Autodesk Asia Pte Ltd), Shirley Yeng (EC Innovations, Inc.)

Moderator: Sung Cho

Synopsis: Traditionally, the role of Asian localization was that of a production center for specific markets that US and European companies wanted to reach. Within the last ten years, the next stage of evolution was as a back-office production center to centralize worldwide production. Now Asian localization business is at a crossroad for the next stage of the big shift. More and more, Asian companies are going global, and now it requires Asian localization players (both client-side and service provider-side) to be involved further up in the value chain. Discussions are no longer simply about cost compared to production quality, but are now international strategy discussions that were previously not within the domain of our industry. Are we ready as an industry? Do we have the necessary talents and resources? If not, can we attract and retain them? What will be the long-term ramification of this business shift in our industry? In this session, we want to explore and discuss the future direction of the Asian localization industry with this major shift.

A03: Finding the Edge in South East Asian Languages

Speaker: Pakorn Krisprachant (Wordduct Co., Ltd.), Rain Lau (Google), Biraj Rath (Braahmam Net Solutions Pvt. Ltd.)

Hosts: Hui May Koh

Synopsis: In this session, panelists will share their perspectives on South Asian Languages including Thai and Indic, and the cultural influences, localization challenges and opportunities that you will face as an internet service provider or buyer. What you would need to do to have an edge? 

A04: Outsourcing 2.0

Speakers: Jesse Edmund (Lionbridge), Sonja Saltzman (Microsoft), Albina Soboleva (Microsoft)

Host: Dion Wiggins

Synopsis: The Microsoft Business Platform Division’s international team would like to show you a creative, innovative approach on how to scale your localization projects under internal headcount constraints. We will introduce you to the no-touch-transaction-process (NTTP) where file handling, quality checks, bug fixing, bug verification and other tedious tasks typically handled by international project managers are outsourced to localization suppliers. This session provides insights into the how-to’s, processes, automation, training and implementation of the NTTP with representatives from both Microsoft and one of our localization suppliers. This approach could be taken by any company interested in maintaining a lean internal team while scaling up their deliverables.

A05: Content Strategy in a Content Economy

Speaker: Rahel Anne Bailie (Intentional Design Inc.)

Host: Scott Abel

Synopsis: Investing in content is not a trivial venture, and enterprises increasingly 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. As we move into a content economy, we need to align how we handle content at a tactical level with content at the strategic 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.

A06: Asian Languages and the Global Web

Speaker: Vijayalaxmi Hegde (Common Sense Advisory)

Host: Andrew Lawless

Synopsis: A recent report from Common Sense Advisory shows that the fastest-growing languages online come from Asia. However, while it might surprise you, the number one spot is occupied by a language that isn’t Chinese. In this session for both buyers and suppliers of language services, participants will learn about the most economically significant languages online as well as the ones that are growing the fastest. The session will also address what the typical price ranges are for Asian languages and providers in the region. Which languages give you the best return on your online investment? Join this session to find out.

A07: Business Transformation — Globalization in Big Data

Speaker: Lilian Lai (IBM)

Host: Sung Cho

Synopsis: As the world continues to become increasingly connected, the modern organization finds itself in the center of a cultural revolution. The challenges associated with this are from new technologies and trends such as mobility, collaboration and big data. Difficulties include capture, storage, search, sharing, analysis, and visualization. The trend to larger data sets is due to the additional information derivable from analysis of a single large set of related data. It is a practice to consider about the multicultural and globalized data for different languages and formatted data. Moreover, it is important to be addressed during data analysis to increase the utilization of data and accuracy of the analysis result.

A08: Thinking Strategically About Content

Speaker: Scott Abel (The Content Wrangler)

Host: Rahel Anne Bailie

Synopsis: Content is everywhere but managing it is getting out of hand, and creating it isn't much easier. In fact, the way we've been doing it for the last few decades has really messed things up. If we continue down the current path we're pretty much guaranteed to find ourselves in a big content mess. If your organization is like most, you may already be trapped inside of one. As the world becomes increasingly connected by content, we must optimize the processes we use to create, manage and deliver it. Doing so will allow us to use the time saved to better serve our global, mobile, always-on audience. In this session, we'll take a look at some often overlooked areas of waste in the content production process in hopes of uncovering time-sucking tasks that prevent us from innovating. You may be surprised at how much time you can save when you look critically at the way you work.

A09: Doing Business in Asian Emerging Markets: Upside and Downside

Panelists: Steven Bussey (EQHO Communications Ltd.), Ade Indarta (Expedia, Inc.), Manh Nguyen Duc (VNLOCTRA Co., Ltd), Isha Sahu (Braahmam Net Solutions Pvt. Ltd.)

Host: Antoine Rey

Synopsis: This panel will discuss and share perspectives and unique characteristics of some of the emerging markets in Asia. Topics include: Why should I do business in this country? What are the unique characteristics I need to take into consideration? (such as legal, cultural, geography, supply chain/resources), and examples of successes and failures.

A10: Internationalizing a Complex B2B Application

Speaker: Bob Donaldson (Carson Strategy Group)

Host: Ulrich Henes

Synopsis: When EnerNOC saw an opportunity to expand its energy management business beyond the US market, they were faced with the challenge of localizing an application hosted on multiple interdependent platforms and intended for use by a wide range of internal and external user groups, each with potentially different language requirements. This presentation covers EnerNOC's approach to re-engineering and re-architecting to create a solid platform for international expansion, all while continuing to provide new functionality in accordance with the previously committed roadmap.

A11: Collaborative Global Content Creation in the 21st Century

Speaker: Andrew Bredenkamp (Acrolinx)

Host: Donna Parrish

Synopsis: Multilingual, multicultural distributed content creation has matured a lot since the word "off-shoring" was invented in the 1990s. Content off-shoring (as opposed to simple IT off-shoring) has been a common industry practice for over ten years, but only now are companies starting to get the balance right. This presentation will describe some emerging best practices in this area, based on the experiences of a wide range of different global companies. The specific implications for localization will also be considered in detail — especially with regard to the use of machine translation.

B01: Localization for Android Devices

Speaker: Roy Yokoyama (Google Inc - Motorola Mobility)

Host: Donna Parrish

Synopsis: Android is the world’s most popular mobile platform. There are more than 600,000 apps and games available worldwide and growing strong. This panel will cover the anatomy of Android localization frameworks, structure of resource assets and qualifiers, and how to localize your applications.

B02: Agile Content Concept to Multilingual Release in a Week

Speaker: Ben Cornelius (VMware, Inc.)

Host: Antoine Rey

Synopsis: Using a process and applications available today, we will show how localization can cope with fast-paced modern release cycles and go from the content concept to multilingual release in a week. This talk will showcase a repeatable process used in agile environments that is also suitable for other places where content needs to go global in a rapid turnaround environment. The presenters will share their experiences and perspectives in getting great content out in eight languages in eight days, without content management system or globalization management system technology.

B04: The DQF — From Static to Dynamic Translation Quality Evaluation

Speaker: Rahzeb Choudhury (TAUS)

Host: Renato Beninatto

Synopsis: In January 2011, TAUS began working with a group of its enterprise members to tackle an industry-wide weakness — translation quality evaluation. By establishing best practices, metrics and benchmarks within a dynamic framework, the project team sought to apply best-fit evaluation approaches depending on content type and usage and moving away from the dated, static — one size fits all — approach used by most companies. Two years later, the Dynamic Quality Framework (DQF) includes a knowledge base, content profiling feature and a set of shared tools for quality evaluation. TAUS members are adopting the framework and during two dedicated events hosted by Microsoft and Adobe, participants are working together to review, improve and expand the DQF. Join us for an overview of the past, present and future of the DQF, a TAUS industry-shared service.

B05: Evolving Business Needs and Their Impact on Localization

Speakers: Hui May Koh (Autodesk Asia Pte Ltd), Ameesh Randeri (Autodesk Asia Pte Ltd), Jonas Ryberg (Pactera)

Host: Albina Soboleva

Synopsis: Collaborative, automated, agile — translation and localization need to be many things. How do you create a seamless, coherent whole when juggling the requirements and needs for different types of content, audiences, quality and turnaround times? More than a decade ago, some language service providers were aiming for the Holy Grail of end-to-end services, offering the full globalization/localization life cycle, but none achieved this goal. However, as we have reached a tipping point, with more demanding requirements than ever, and as technology has reached a new level of sophistication, it’s time to revisit the race to offer true end-to-end globalization services.

B06: Caught In-between — Bridging the Gap between English and Japanese Languages

Speaker: Ying Shi Tang (Yokogawa Electric International Pte. Ltd.)

Host: Kanna Sato

Synopsis: Unnaturalness is one of the most common complaints we receive about translations. In this session, we will discuss some of the problems we face in translation, such as the dilemma between naturalness and clarity. We will focus on Japanese and English translation, and share how we try to adjust our content to facilitate better or easier translation.

B07: Translation Automation — Is it Truly for Everyone?

Speaker: Peter Stumpf (STAR Software (Shanghai) Co., Ltd.)

Host: Donna Parrish

Synopsis: Translation automation will work if all the parties involved agree with and then adhere to the rules. It must be understood that automation is, at its most basic level, a form of standardization. If the customer and their service partner believe that standardizing processes will optimize results, then, together, they can coordinate activities so that a high-quality product is achieved. Unfortunately, our industry suffers from the lack of implementing standards in crucial areas such as content creation, project management and workflow processing, to name only a few. If the goal is automating workflow in order to repeatedly produce high quality, cost-effective results, then the customer-partner relationship must be based on transparency and the integrity associated with all great team efforts. This session will illustrate how and when translation automation is possible, and, where and why it is likely to fail. Most importantly, this presentation will underscore the significance of building a real customer-partner team and what this means in terms of standardizing processes, minimizing costs, planning work and managing quality results.

B08: Simultaneous-sprint Localization across 31 Locales for a Large Desktop Product Using Localized Kanban Development Methodology

Speaker: Amrit Pal Singh (Adobe Systems)

Host: Shirley Yeng

Synopsis: In order to make agile localization a success, teams have to adapt their existing processes. After trying out multiple approaches, we discovered the localized adaptation of famous Kanban methodology to bring in maximum agile productivity. This methodology, named as LocBan (from Localized Kanban), supports visualization and transparency for all stakeholders, delivers quickly and frequently and limits the incoming work to the available capacity. This presentation will take the users through:

• Sim-sprint challenges
• Details of LocBan methodology — planning, execution, monitoring and control, closure
• Productivity improvements through LocBan
• Tool and technique walkthrough

B10: India —The Emerging Hub for Southeast Asian Languages

Speakers: Jitendra Jaiswal (Webdunia.com (India) Pvt. Ltd.), Janmejay Singh Sikarwar (Webdunia.com (India) Pvt. Ltd.)

Host: Rain Lau

Synopsis: India is now emerging as a project management (PM) hub for all Southeast Asian (SEA) languages. In this presentation, we will cover:

•Why clients now prefer Indian companies to handle their SEA languages even if they have in-country vendors
•Advantages of decentralizing SEA region languages to India
•Challenging SEA languages and possible solutions
•Cost-effectiveness of outsourcing PM to India
•Things to remember while selecting partners

B11: Moving Beyond TM to Tactical Language Resources

Speaker: Kara Warburton (Termologic)

Host: Olga Beregovaya

Synopsis: In session A05: Content Strategy in a Content Economy, Rahel Anne Bailie maintains that “as we move into a content economy, we need to align how we handle content at a tactical level with content at the strategic level.” What does that mean in practical terms? Today's global content strategies are shifting from a linear-based translation model to a multifaceted content generation and utilization model. Translation memories (TMs) have reached their pinnacle for delivering benefits for the translation process. To be more repurposable across the content production chain, the next “tactical” language resources are more discreet than TM segments. If developed properly, such resources enhance the use of TMs alone while favorably positioning the enterprise to benefit from extended applications such as controlled authoring, search engine optimization, keyword management and automatic content classification.

C01: Best Practices in Rich Media Localization

Speakers: Manish Kanwal (Adobe Systems), Amrit Pal Singh (Adobe Systems)

Host: Katie Botkin

Synopsis: Localizing structured content, such as glossary kits, is generally a simple process. However, localizing unstructured content, such as text appearing in Flash videos, is not easy. Additionally, it is very time consuming to localize text appearing in rich media, and tracking translation efficiencies of the linguistics becomes all the more difficult. In this session, we will discuss best practices in the localization of rich media, including Adobe Flash-based content. These best practices can be applied to any product where it is required to localize text or other assets such as images in interactive media. This session will also cover all aspects of rich media localization, including creating content so that it becomes localization friendly.

C02: In Pursuit of an End-to-end Localization Test Automation Framework at Autodesk

Speakers: Amit Divekar (Autodesk Asia Pte Ltd), Pradip Patil (Autodesk Asia Pte Ltd)

Host: Peter Stumpf

Synopsis: With frequent product release, faster turnaround time and acceleration of product deployment to the cloud, teams are under pressure to shorten development and testing cycles. It goes without saying that localization teams need to innovate continuously to meet these needs. In this session, we will share insights into the work that goes on at Autodesk localization services. You’ll find out more about how Autodesk is testing 25 products across 13 languages using a single test automation framework. You’ll also learn about how the team continues to innovate by developing tools and creating platforms that aim to eliminate manual interaction, shorten testing time and are in pursuit of achieving an end-to-end test automation platform deployed in the cloud.

C03: A Guide to Post-editing Machine Translation for LSPs and Translators

Speaker: Dion Wiggins (Asia Online)

Host: Jonas Ryberg

Synopsis: Many language service providers (LSPs) are now beginning to work with machine translation (MT); some are building their own MT, some are working with vendors and others are finding new revenue opportunities or even finding MT being pushed onto them by their clients. This presentation covers the most common questions relating to MT and post-editing with practical advice based on real-world experience from users of MT and best practices for LSPs and translators to get the most from post-editing MT. Topics include best practices for measuring MT quality, how to pay fairly for post-editing and business models for charging clients.

C04: Complete Process Automation at nlg — How to Create a Fully Integrated Translation and Localization Business Environment

Speakers: Michael Oettli (nlg GmbH), Daniel Rejtö (Plunet GmbH)

Host: Ulrich Henes

Synopsis: With professional business and workflow management software, language service providers standardize and increasingly automate their internal processes. This allows them to work more effectively and offer customers higher quality for a better price in less time. Today, companies must differentiate themselves from the competition and create more value for their customers. Great marketing strategies make a difference, but a perfectly organized service structure with perfectly optimized processes are key to winning and retaining customers.

C05: Using European Translation Tools with Asian Languages

Speaker: Angelika Zerfaß (zaac)

Host: Rahzeb Choudhury

Synopsis: Most translation tools that are currently being used were created in Europe, which means that the focus of functionality always has been with European languages first. This presentation will show how Asian languages work or might not work with the functionalities of translation tools on the market today. We will touch upon terminology management, sub-segment matching, display issues and so on.

C06: Best Practices for Developing a Globalized Mobile Application

Speaker: Eric Chen (IBM)

Host: Katie Botkin

Synopsis: This presentation targets best practices for mobile application developers, testers and localizers. It helps different roles to identify key elements that globalization products need, and then products can be implemented in a time- and cost-efficient approach. Those practices are collected through project experiences, lessons learned, and real cases will be provided to elaborate the problems, impacts and suggested solutions. Through these cases, developers can avoid known problems in the coding stage, translation handlers can consolidate the translation guidelines to deliver translation tasks with higher quality and testers can focus on risky areas to find problems more efficiently.

C07: External User Feedback

Speaker: Patcharin Areewong (Google)

Host: Ulrich Henes

Synopsis: The ultimate goal for localization at Google is to make our products look and feel truly local for users anywhere in the world. We have traditionally measured quality by using an internal evaluation model with the assumption that our customers' satisfaction would be in proportion to our quality score. Last year, we put our efforts into innovating new ways to reach out to real users to see how close we actually are toward that goal.

C08: Localization Test Management System

Speakers: Vikas Saxena (Autodesk Asia Pte Ltd), Ming-How Tan (Autodesk Asia Pte Ltd)

Host: Angelika Zerfaß

Synopsis: An increasing number of projects and the need to localize into even more languages is pushing the boundaries for localization teams. A test management system, when set up and deployed correctly, can be a catalyst and a pillar of strength — it works to capture the requirements, plan the project, determine timelines, create test kits, record the defects, and generate reports for compliance and performance indicators. We would like to share our experience in this area and highlight the benefits we achieved by designing and building this into a solid ecosystem that has improved over the years.

C09: Post-editing Starts at the Source

Speaker: Olga Beregovaya (Welocalize)

Host: Rahel Anne Bailie

Synopsis: The time has come to reinvent ourselves, with the demand for machine translation post-editing being the key driver for the change. Rolling out a set of engines is only a part of the overall program success; it is essential to be able to predict the effort required from the post-editing workforce to handle various content types. The effort allocation is largely defined by such factors as string length and contents, metadata present, source content grammar and style guide requirements. We will use specific examples to illustrate our predictive estimation methodology, guidelines for the post-editors and recommendations for the content creators.

C11: The Latest Machine Translation Development in China

Speaker: Elly Liu (WistronITS)

Host: Rahzeb Choudhury

Synopsis: About ten years ago, we didn't think that a private company could accomplish anything in machine translation (MT) development. However, since 2011, we now see start-ups creating MT development. From university and academic institutions to large companies and start-ups, where will the next wave of MT come from? Different from the past decade, English and Chinese are not only the major language pair but minor language pairs have also been added. What will happen to MT development in China in the coming five to ten years?


Preconference Synopses

Life Sciences Round Table

P01: Life Sciences Business Round Table

Speakers: Michael Oettli (nlg GmbH), Libor Safar (Moravia), Alexandros Zekakis (nlg GmbH)

Host: Clio Schils

Synopsis: The overall competitive economic climate is forcing many life sciences companies to explore new markets. Outsourcing and offshoring research and development, production processes and other areas of expertise to other markets have now become common practice. These growing markets, including the Asian-Pacific region, due to their low-cost capabilities, have become the place to be for global medical device and pharmaceutical companies.

The upcoming one-day Singapore Life Sciences Business Round Table will focus on the overall market developments in the Asian-Pacific region with particular emphasis on the ever-changing regulatory requirements in the life sciences market and the impact these changes have on product labeling for medical devices.

Please click here for more detailed information.

Clients, vendors and life science professionals from other disciplines are welcome to participate in this session. If you have any questions in regards to this session, please contact Clio Schils.

P02: Content Strategy: A Primer for Localization Practitioners

Speakers: Scott Abel (The Content Wrangler), Rahel Anne Bailie (Intentional Design Inc.), Kirsty Taylor (Ventyx, an ABB company)

Synopsis: Content is only as smart as the content strategy behind it. While we tend to work in silos, customers see content across the organization as part of a single brand: web content, social documentation, user-generated content, web apps, social media, mobile and so on. In a time where organizations are looking at alternative ways of producing, managing and publishing content that supports users, unique content strategies are in demand to cope with multiple markets, multiple languages and multiple devices.
This workshop addresses the imminent changes in how we work with content throughout the entire content life cycle, and how that affects how we do business, and our relationship to both management and customers. With an emphasis on strategies involving multiple languages and markets, participants will look at what happens during the analysis phase and how localization professionals can leverage what happens earlier in the content life cycle that informs how the content behaves throughout the tactical phases.
Participants will discover a framework for developing content that aligns with user-centered design, from user research through personas and scenarios, to wireframes and content development. We'll also look at common missteps that affect the various iterations of content, which can affect its implementation and maintenance, and ultimately the user experience.

Please click here for more detailed information.

Note: Bringing a laptop will help you get the most from the workshop – templates will be provided for in-class work.

P03: East Meets West

Speakers: Andrew Lawless (Dig-IT!), Shirley Yeng (EC Innovations, Inc.)

Synopsis: This one-day, interactive workshop is all about building successful business relationships between East and West. This is no ordinary lecture on cross-cultural issues. The workshop facilitators — an Easterner and a Westerner — will share real life experience from their 16 years of successful business collaboration. The workshop is filled with learning activities and participant interactions — maybe even leading to the beginning of new partnerships, but surely building the basis for your successes on the other side of the hemisphere. This workshop is aimed at managers of international projects, products or services, as well as business owners that want to expand into new countries or regions. Knowledge-management professionals dealing with international multilingual communications will benefit as much as developers programming for an international client.

Please click here for more detailed information.

P04: Terminology Management

Speaker: Angelika Zerfaß (zaac)

Synopsis: Terminology is the most fundamental building block of translation but for quite some time, translation memories, with their sentence/paragraph based matching approach, have been in the foreground of what can be done with translation technology. Often, the term components of the tools were not much used. Now that translation memories have been in use for about 20 years, the focus seems to have shifted toward quality assurance and terminology management.

This workshop will look at the different areas where terminology is created, used (in source and target languages), collected, organized and used for checking. We will discuss processes like terminology extraction, building up term lists/term bases and what kind of terminology checking is available.

P05: Introduction to Localization

Speakers: Sonja Saltzman (Microsoft), 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 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.

P06: Cloud-based Translation Management Systems and Crowdsourcing

Speaker: Willem Stoeller (The Localization Institute)

Synopsis: This workshop is aimed at localization professionals interested in cloud-based translation management systems and anyone looking into translation crowdsourcing. Topics and demos to be presented include:

•What are cloud-based translation management systems and how do they compare to the traditional desktop or client/server-based translation management systems?
•Demo of a cloud-based translation management system
•Translation crowdsourcing — hype or reality?
•Examples of successful translation crowdsourcing projects
•Translation crowdsourcing and cloud-based translation management systems
•Demo of crowdsourcing on a cloud-based translation management system

P07: TAUS Machine Translation Showcase

Speakers: Patcharin Areewong (Google), Rahzeb Choudhury (TAUS), Tom Hoar (Precision Translation Tools), Sándor Sojnóczky (Hunnect Ltd.), Aw Ai Ti (Institute for Infocomm), Dion Wiggins (Asia Online)

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

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

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