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Keynote Synopses


K1: Brilliant, Crazy, Cocky: How the Top 1% of Entrepreneurs Profit from Global Chaos

Speaker: Sarah Lacy (TechCrunch.com)

Synopsis: After a decade of covering some of the most powerful startups in Silicon Valley, tech reporter Sarah Lacy decided to do something radical. She left the Valley to find innovation. Captivated by the demographics, growth and modernization happening in the southern half of the planet, Sarah was convinced the story of the emerging world was about more than micro-loans and outsourcing. She was convinced there was real innovation happening in these countries and that these entrepreneurs would become the biggest business story of the twenty-first century. Forty weeks of travel later, Sarah published the unforgettable stories she found in the critically acclaimed business bestseller Brilliant, Crazy, Cocky: How the Top 1% of Entrepreneurs Profit from Global Chaos (Wiley, 2011). Sarah will speak about her journey, the nature of innovation around the emerging world and what the West can learn from entrepreneurs who grew up in slums, mega-cities and villages south of the equator.


K2: Innovative Strategies for Global Success

Speakers: James Carroll (Yahoo! Inc.), Mark Tapling (SDL)
Moderator: Ulrich Henes

Synopsis: Innovation is all around us, and companies are constantly looking at ways to innovate in order to increase competitive advantage and ultimately to thrive and survive. Innovation is the catalyst to growth. It requires creativity, market knowledge, profitability, efficiency and vision. Without innovation, a business will fall behind and eventually die, particularly when the overall business climate deteriorates. In this sure-to-be-lively keynote, two executives with years of experience in global business will share their best practices, engage with each other and solicit input from the audience.


 

Program Session Synopses


A1: Innovative Ways to Build Your Network of Colleagues

Panelists: Melissa Biggs (Oracle Corporation), Elizabeth Gschwind (FICO), Minette Norman (Autodesk), Jessica Roland (Yahoo! Inc.)
Moderator: James J. Kim

Synopsis: This panel will address creative ways to form either short-term or on-going informal "non-text" social meetings: the global meet-up. The panel will highlight how one successful forum operates and will provide recommendations for forming targeted face-to-face or virtual global meet-ups.


A2: Re-defining Localization at Yahoo! as a Corporate Strategic Growth Driver

Speaker: Salvatore Giammarresi (Yahoo! Inc.)
Host: Rebecca Ray

Synopsis: In the last year, Yahoo! has transformed its localization footprint from a decentralized to a centralized model. This presentation will explain why a centralized model was chosen and it will show the various phases that led to this transformation and re-definition of the localization team and charter, including the role of internationalization, tools, localization project managers, localization functional quality assurance and linguistic review. Today, localization at Yahoo! is not an afterthought anymore, as reflected in the company’s mission statement "To Deliver Your World, Your Way" and as reflected in one of its top strategic priorities for 2011 — "Modernize, globalize and localize our platforms and products.” The newly centralized team is now positioned to impact the company’s top and bottom lines by being a corporate strategic growth driver.


A3: Business Maturity Panel

Panelists: Mark Flanagan (VistaTEC), Fred Hollowood (Symantec), Eva Klaudinyova (VMware, Inc.), Anja Schaefer (Lionbridge)
Moderator: Ulrich Henes

Synopsis: This panel discussion will examine where the localization industry is on the global economic maturity curve and will look at other, more mature service-based industries, thereby endeavoring to extrapolate what we might expect in the next stage of our development. It will provide an insight into what thought-leaders in our industry believe are the key challenges that we must overcome. Attendees will learn how they can contribute more effectively to the commercial success of their host companies.


A4: Overcoming Global Brand Challenges While Keeping Consistency in a Multiconsumer Base

Speakers: Gabriela Contreras (Continental Airlines), Yvan Hennecart (SDL)
Host: Muntsa Cuchí-Robinson

Synopsis: Branding a corporation's core identity is challenging enough to achieve brand recognition, let alone manage a global brand for a multiconsumer base. Continental Airlines is no stranger to the process. As a successful global brand, Continental Airlines has adapted its products and services to meet local needs and has created a strong presence with a distinctive identity by immersing into local cultures. Continental Airlines operates 5,800 flights daily to 371 destinations around the world and has achieved global brand recognition as one of the major international carriers. Representatives from SDL and Continental Airlines present their success story through collaboration.


A5: Tactile Tips and Tools for Entering International Markets: From Export Strategies to Cross-cultural Communication

Speakers: Talia Baruch (Copyous), Shannon Fraser (U.S. Commercial Service)
Host: Renato Beninatto

Synopsis: This session will offer an insider’s insight into what it takes for companies to successfully go global. Experts will provide a pragmatic overview on how to launch into new markets, identify business partners and optimize international business and cultural communications. This two-part presentation will first highlight US government programs that enable small and medium-sized enterprises to expand sales overseas through international business-to-business partnership programs, product launches abroad, background checks on potential overseas partners, trade missions (out-bound and in-bound) and customized market research. Then the presentation will zoom in on the what, why and how of effective communication within multicultural teams in global business settings and will touch on the diverse perspectives of multi-active, linear-active and reactive cultures, laying out building blocks for building trust across the Americas, Europe, Asia and the Middle East.


A6: Brands Without Borders

Speakers: Mark Flanagan (VistaTEC), Mimi Hills (Research In Motion)
Moderator: Ben Sargent

Synopsis: Taking a brand global has become of huge importance for companies counting on continuous growth. Opportunities abound, the rewards are rich and the learning curve is steep. This session will look at how to define the essence of your brand and how you assure that this essence is established accurately in the target countries. Included will be best practices for global ad campaigns that combine a universal message and yet can easily be transcreated into local campaigns.


A7: How Oxford University Publishing Rewrote Localization in Africa

Speakers: Ian Henderson (Rubric), Sonette Hill (Web-lingo), Anthea Oosthuizen (Oxford University Press Southern Africa)
Host: Lori Thicke

Synopsis: Africa is becoming an increasingly important market for businesses around the world, just as African businesses are reaching out internationally. Yet, the business of translation in Africa continues to be laborious and time consuming. The logistical, quality and timing issues often impede projects, forcing many customers and language service providers to avoid the region. This presentation will address the preconceptions about translating in Africa, focusing on the ten official languages of South Africa. In a highly successful textbook project for Oxford University Press, Rubric and its African subsidiary, Web-Lingo, translated millions of words into all ten languages in record time. In the process, they trained translators in the region and set up a workflow process specifically for South Africa. The team overcame delays, cultural differences and technological barriers. In the end, technology made the difference and set the team up with a pool of translators ready to tackle future projects in the region. Attendees to this presentation will learn about leading and managing a successful project in South Africa and the continent as a whole. Come prepared with questions.


A8: Using Web Analytics for Globalization Decisions

Speaker: Janice Campbell (Adobe Systems Inc.)
Host: Michael Klinger

Synopsis: Adobe proposes to show how web analytics data, when analyzed alongside other product marketing and revenue data, can help drive software localization decisions.


B1: Localizing Your Content for the Spanish-language Market

Speakers: Joe Kutchera (Acento), Isidra Mencos (Johnson & Johnson’s BabyCenter®)
Host: Cecilia Piaggio

Synopsis: US Latinos represent the fastest growing demographic in the United States with $1.5 billion in spending power. Increasingly, they search online and on their mobile phones for localized Spanish-language content. How can digital marketers best tap into this audience and provide them the localized content they desire? In addition, how can US-based retailers expand their businesses by capturing a portion of the $40 billion that Mexicans spend annually in the United States by selling to them on Spanish-language e-commerce sites? And how can US marketers expand virtually into Latin America, the fastest growing region for e-commerce according to Euromonitor? Find out the answers to these questions during this informative session.


B2: Global Social Media: What Works, What Doesn't . . .

Panelists: Lucy Allen (LEWIS PR), Matt Sanford (Twitter), Adam Singer (LEWIS PR)
Moderator: Kathleen Bostick

Synopsis: Learn from the movers and shakers in global social media during what is sure to be a fast-paced, revealing panel discussion about best practices and lessons learned in the use of social media around the world. Ask these pioneering social media leaders what worked for them, but don't forget to ask what didn't work for them, too! You'll leave this session inspired about your own company's global social media plan
 and equipped with ideas to reach culturally diverse audiences, leap language barriers, manage employees’ expectations and more.


B4: Managing the International Digital Footprint of a Large Corporation: Cisco.com

Speaker: Philippe Pieri (Cisco Systems, Inc.)
Host: Jeff Kiser

Synopsis: In his web globalization overview, Philippe Pieri will share the challenges associated with managing the global footprint of Cisco.com — a large corporate website spanning 80+ country websites in 40 languages. He will discuss balancing the need for a strong global web brand while enabling the necessary flexibility for local market relevance and cultural differences; central publishing and localization models together with the critical global governance; optimizing and synchronizing resources and processes across time zones, functional organizations and cultural boundaries; and how a website used as a transactional platform has to serve diverse audiences visiting the same digital medium with different expectations. Philippe will also discuss corporate web presence in the larger context of digital communications, including social media and how to measure efficiency.


B5: Microsoft/Bing Translator

Speaker: Vikram Dendi (Microsoft)
Host: Betsy Fallon

Synopsis: In this session, Vikram Dendi will share the latest news from Microsoft/Bing Translator, Microsoft’s language translation service. Building on Microsoft’s traditional strengths of research backed by cutting-edge technology, reliability at scale and developer friendly offerings, Microsoft Translator has been steadily increasing its relevance in the translation world. Come and learn how you can leverage the Translator API in your workflows and the unique features that it offers.


B6: Achieving ROI Through SAP’s 360° Approach to Web Localization

Speaker: Rashmi Schaefers (SAP)
Host: Dirk Meyer

Synopsis: SAP has developed an innovative approach to web localization that integrates country enablement, localization analytics and web optimization into a continuous 360° process that supports the local fulfillment of online business goals. As any localization professional knows, there are enormous costs, including human resources, associated with the worldwide roll-out and maintenance of web content and assets in dozens of languages. But what is the value of this investment to your business? This presentation will demonstrate how we measure and increase localization return on investment through the application of analytics and web optimization activities — and ultimately show you how marketing localization can be a strategic driver for your corporate business objectives.


B7: Increase Your “Y”: Web Traffic, Users, Donors, Sales and Profit

Speakers: Minna King (SurveyMonkey), Jack Welde (Smartling)
Host: Ben Sargent

Synopsis: There is a significant and demonstrable opportunity for companies to expand globally. As a result, translation service providers have responded with new or expanded offerings, new business models and user-friendly plug-ins. Yet some companies feel the process is still too hard or too expensive — or both. In this presentation, we will dispel some of the common myths around website localization and what is holding back multilingual business. We will discuss specific customer examples — their processes and results — to highlight the advantages of going multilingual. We will provide details on how SurveyMonkey is taking advantage of the opportunity and how they kick-started global growth, leveraging the Smartling platform and translation delivery network. As a participant, you will walk away from this session with specifics on how to increase your key online metrics (web traffic, users, sales, profit and such) with local language sites and global search engine options.


B8: International SEO Panel

Panelists: Andrew Bredenkamp (Acrolinx), Tim Coughlin (Translations.com), Gustavo Lucardi (Trusted Translations, Inc.)
Moderator: David Lin

Synopsis: As competition for international revenue grows, companies will keep pace only by localizing and optimizing their websites. After identifying keywords for search engine optimization (SEO), corporations need to ensure that writers use the keywords consistently. To meet the changing landscape of global communications, language service providers (LSPs) need to find innovative ways to promote and provide their services. This presentation will give guidelines and examples of how to optimize websites for any global market so that nothing is lost in translation. Topics include identifying and using keywords in a way that will improve both the output of machine translation as well as SEO on a global scale and case studies of how LSPs increase their sales using SEO.


C1: Why Localization Standards Matter, Even If You Think They Don’t

Speaker: David Filip (LRC/CNGL), Patrick Guillemin (ETSI), Arle Lommel (GALA), Jaap van der Meer (TAUS)
Moderator: Mary Laplante

Synopsis: Many organizations have a “so what?” attitude toward localization standards. Yet at the same time, they struggle with grossly inefficient processes, localization and translation costs that are far higher than they should be, an inability to quickly adopt new technology when it comes along, and a failure to capitalize on new regional market opportunities because localization systems aren’t scalable due to lack of automation and integration. If your organization is facing one or more of these challenges, then standards do, in fact, matter and can have significant impact on the success of your global business initiatives. This session is designed for language and content management professionals who need to understand the business aspects of localization standards, perhaps educating themselves for the first time. We will cover topics such as the value propositions for localization standards; the standards landscape at a segment level such as interoperability, process, quality, content and data, to name a few; and the impact of adoption based on real-world examples. As a result of attending this session, you will be able to take a fresh look at existing or planned localization and content management investments and see potential opportunities for using standards to wring the most out of their performance.


C2: A Buyer’s Guide to the Localization Standards Landscape

Panelists: David Filip (LRC/CNGL), Patrick Guillemin (ETSI), Arle Lommel (GALA), Jaap van der Meer (TAUS)
Moderator: Mary Laplante

Synopsis: Discussions about standards often leave us more confused than informed. Not this session! We will present an “alphabet soup” overview of localization standards but with the goal of creating a normalized view of the standards landscape. We will focus on what buyers of localization technologies and services need to know. Panelists representing the major standards initiatives will use a common framework to define and describe their standards activity, addressing topics such as the proposed scope and purpose of the standard, the friction it is meant to reduce, its impact once adopted and its current state of development. This session is designed for language, content and IT professionals who have hands-on responsibility for solution implementation and need to ensure a return on investment in localization solutions.


C4: Creating an Internationalization and Localization Plan

Speakers: Adam Asnes (Lingoport), Kent Grave (Cisco Systems, Inc.)
Host: Willem Stoeller

Synopsis: Gathering internationalization requirements, code metrics, concurrent development and localization milestones, and then bringing them together into an actionable plan adds a difficult level of challenge and coordination for globally focused teams and companies. In this session, we will cover some basics and then advance into plan building development cycles, agile challenges and more. We will cite specific experiences interweaving internationalization, localization, concurrent development, and functional and linguistic quality assurance tasks that were performed on Cisco’s TelePresence system.


C5: Demo Derby

Moderators: Willem Stoeller (The Localization Institute), Angelika Zerfaß (zaac)

Synopsis: Come one, come all to the greatest show on earth. Innovation is the name; the vendors have the games. Localization vendors will share their latest innovative technologies and services in this derby. The following vendors will demonstrate a new product and then take questions from the audience:

Enda McDonnell — Alchemy CATALYST, Android APK parsing with visual viewer
Dan Johnson — Wordbee
Taras Tovstyak — TeamPro
Eoin Ó Conchúir — SOLAS
Indra Sāmīte — LetsMT!
Richard Sikes — MultiTrans Analysis Agent


C6: Metadata in Translation Tools: Importance, Usage, Storage

Speakers: Richard Sikes (MultiCorpora), Angelika Zerfaß (zaac)
Host: Donna Parrish

Synopsis: Translation memory and terminology systems grow more sophisticated every year. One important expansion of functionality is the addition of accessible metadata. This presentation explores questions regarding metadata: Why is it important? Who uses it? How is it used today? How can it be used in the future? What methods are used to store and retrieve it? And what happens when it is transferred from one environment to another? We explore the questions from the perspective of the translator, project manager and client. We also take a look at how some standards support the conservation and interchange of metadata.


C7: Beyond the RFP

Speaker: Wayne Bourland (Dell)
Host: Nic McMahon

Synopsis: In this discussion we will go beyond the request for proposal to talk about how you build partnerships and create a collaborative environment that ensures success.


C8: Software Localization: Hot Topics for 2012

Panelists: John Doue (Philips Healthcare), Mika Pehkonen (F-Secure), Kai Simonsen (Crimson Life Sciences), Makarand Tankhiwale (Verint Systems Inc.)
Moderator: Enda McDonnell

Synopsis: This panel session will debate the changing landscape of software localization and the requirements for computer assisted translation (CAT) tools. It will examine how software development tools benefit from CAT technology as well as machine translation, agile localization and CAT tool involvement in multi-media.


D1: How NetApp Set Up a Solid In-country Review Infrastructure

Speakers: Anna Schlegel (NetApp), Emma Young (Acclaro Inc.)
Host: Aki Ito

Synopsis: How does a five billion dollar company simultaneously ship materials around the world with each launch, while ensuring high-quality translations that follow each market’s style, brand and linguistic conventions? It’s not via time saving machine translation or closely monitored crowdsourcing. The unexpected answer: innovative in-country review. Silicon Valley giant, NetApp, made a dream a reality by dramatically transforming the review process. Now, NetApp simships support content with each product launch, thereby reducing review turnaround by 25% and giving the in-country field 30% of their time back. Learn how NetApp and Acclaro created an in-country review process that saves time and money and increases productivity.


D2: Journey of Collaboration

Panelists: Fernando Blasi (Alpha CRC), Gavin Grimes (Welocalize), Hui May Koh (Autodesk), Vladimir Reiff (Moravia Worldwide), Wutai Shi (hiSoft Technology International Limited)
Moderator: André Pellet

Synopsis: In this case study, Autodesk will share how it reduced its vendor pool from 19 specialized vendors to 4 preferred, full-service vendors last year. In the summer of 2011, Autodesk gathered the preferred vendors at a vendor summit in Barcelona to discuss the successes, best practices and challenges in the last release cycle.


D3: The Joys and Pains of Acquisitions

Panelists: Richard Korn (St. Jude Medical), Nic McMahon (viaLanguage, Inc.), Francis Tsang (Adobe Systems Inc.)
Moderator: Donna Parrish

Synopsis: Acquiring another company or being acquired and having to decide how to best consolidate the localization organizations of both entities is no bed of roses. Different approaches to workflow, tools and outsourcing models are just the beginning. More often than not, someone ends up getting fired. Smart companies have learned to include a localization and internationalization assessment as part of the due diligence process of mergers and acquisitions because a significant difference in the maturity level between two companies can easily negate the expected synergies. This panel will bring together people from all walks of the industry to share their experiences and best practices in this area. This will include language service providers to whom acquisitions can mean both opportunity and threat.


D4: A Unified Global Translation Process: Lessons Learned at 3M

Speakers: Nancy Nelson (3M), Shannon Zimmerman (Sajan)
Host: Sergio Pelino

Synopsis: Managing translations across multiple product categories can be complicated, especially if translation needs are driven from multiple offices and divisions across the globe. This was the case for 3M that had a very decentralized approach to its localization programs. However, through the creation of a unified business process and an internal champion, they were able to turn their program into a streamlined process for the entire organization. The results have been better quality and consistency across all translations and significant cost savings. Attend this session to learn best practices from 3M for championing change at your organization. You’ll leave armed with insight on how to build a case for a centralized translation process, win over internal stakeholders and implement a program that results in significant cost efficiencies for your organization.


D5: HP's Global Journey: On the Edge

Speakers: Venugopal Shan (Hewlett-Packard), Alison Toon (Hewlett-Packard)
Host: Salvatore Giammarresi

Synopsis: Hear about Hewlett-Packard's journey with global content and translation management, from single-language websites through basic translation management to enterprise global content management for an enterprise of more than 300,000 people. Learn how they stretch the limits of possible.


D6: Establishing Value in the “In-house” Service Model

Speaker: James Grealis (Symantec)
Host: Carrie Fischer

Synopsis: Providing in-house services to a large parent corporation is always a challenge. How do you prove that your groups are adding real value in an environment where outsourcing “non-core” services is so prevalent? In this session we will outline a strategy we are implementing at Symantec that aims to keep our service department connected and aligned to the core purposes of the larger corporation.


D7: End-to-end Globalization: Where Are You on the Scale?

Speakers: Minette Norman (Autodesk), Rebecca Ray (Common Sense Advisory), Beth Robb (Workday, Inc.), Amy Tesch Strickland (Avid), Jean-François Vanreusel (Adobe Systems Inc.)
Moderator: Paul Mangell

Synopsis: Having the vendor fully involved from the development of a product to the in-country release is a good definition of partnership, but how many clients really want that from their vendors? I propose to bring together and moderate a group of clients to discuss how far they are comfortable in letting vendors into the product management process and how far they still might be from that position. This form of partnership has extra responsibility and risk, so where is the balance between granular transaction and end-to-end partnership?


D8: O Sport, You Are Multilingual: Preparing for a Major Sporting Event

Speaker: Dmitry Molodyk (Janus WWI)
Host: Willem Stoeller

Synopsis: While trying to build a successful partnership with the organizing committee for the Olympic Games, we have faced a number of challenges. This presentation will cover the details of how we have managed to successfully overcome specific difficulties.


E1: The State of TMS

Speakers: Don DePalma (Common Sense Advisory), Ben Sargent (Common Sense Advisory)

Synopsis: Translation management systems (TMS) orchestrate the business functions, project tasks, process workflows and language technologies that underpin large-scale translation activity. Session attendees will receive an overview of how TMS coordinates the multilingual communications value chain inside, outside and across organizations. Learn about common features and functions of the TMS software category, what vendors operate in the space and how translation buyer organizations adopt this important technology for managing language vendors and linguistic assets. Learn how many systems process content using server-based translation memory and termbases, pre- and post-processing routines and integrations with content management systems and other enterprise systems.


E2: Nonprofit Contributions to a For-profit World

Speakers: Alexandra Jaffe (Kiva), Debra Lewis (Online Computer Library Center), Reinhard Schäler (The Rosetta Foundation), Lori Thicke (Lexcelera/Translators without Borders)
Moderator: Terena Bell

Synopsis: Collaborative translation, streamlining project management and training minority language translators — these are all innovations taking place in our industry right now. But their source may be surprising. In this session, hear from industry leaders about how the techniques and technologies pushing the localization field may have their true starts in the land of nonprofits.


E3: Common Sense Advisory Buy-side Colloquium: Blow Your Cover! How to Break Globalization Out of Hiding

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

Synopsis: Is globalization at your company still a clandestine operation? Are you sharing information on translation and localization on a “need-to-know” basis only? Being a globalization star often requires the skill, timing and investigative skills of a world-class spy. In order to achieve success, you’ll need to engage in a detailed surveillance campaign, gathering intelligence to make a compelling business case. But it doesn’t stop there! Like any skilled agent, you’ll need to be prepared to make the right move at exactly the right time. In this participatory and interactive session exclusively for buyers of localization services, you will learn how to use localization metrics and return on investment to break out of hiding and help your company achieve its mission of globalization excellence. This session continues in the next hour.


Open to language service buyers only. Space is limited, please contact us to reserve your seat for this three hour session.


E4: Common Sense Advisory Buy-side Colloquium: Blow Your Cover! How to Break Globalization Out of Hiding (continued)

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

Synopsis: This session is a continuation of session E3, please see details above.

Open to language service buyers only. Space is limited, please contact us to reserve your seat for this three hour session.


E5: tekom Certification Program

Speaker: Michael Fritz (tekom)

Synopsis: One of the main customer groups for localization services is the technical communication unit that creates product-, software- or service-related information for manufacturers, software companies or other verticals. One of the biggest issues language service providers (LSPs) often face in this market is weak source-contents due to the lack of qualification of the source-content creators they are working with. Now tekom offers a web-based training and certification program in international technical communication that helps to tackle these issues and creates a new business model for LSPs who are also active in education and training. This presentation will provide information about the tekom certification program, the TCTrainingPlatform with its underlying qualification modules and the business model for LSPs who are interested in joining TCPartnersNet.


E6: Automate the Translation Quality Control

Speaker: Caroline Ouyang (Intel Corporation)
Host: Jaap van der Meer

Synopsis: In most localization projects, after translation is delivered from the translation tool, the traditional way to track translation quality is using human efforts to analyze and communicate linguistics defects that have been collected and tracked in some quality tracking system. To make the localization process more efficient, we merge and automate this quality tracking, analyze and communicate function into the translation tool, and evaluate the translation quality automatically to create a communication channel between translator and reviewer, thus reducing project management efforts and cost.


E7: MT: The Free Ride Is Over

Panelists: Julie Chang (Intel Corporation), Don DePalma (Common Sense Advisory), Anna Simpkins (Applied Language Solutions), Andrejs Vasiļjevs (Tilde/SIA)
Moderator: Jaap van der Meer

Synopsis: At previous Localization World conferences, panels of early adopters of machine translation (MT) technology exchanged opinions about the good and bad of automatic translation. For a long time we have been living between fear and hope — the fear that our jobs would be in danger and the hope that MT technology would create new opportunities. In the past, almost everyone went for a free ride with the gratis Bing and Google automatic translators. Now, the party is over. MT has become a must-have feature for every buyer and provider of localization. At the same time, Google and Microsoft announced that from now on, using their translate buttons will cost money. It’s time to get serious about MT. This panel will address the vital questions from a general market, the buyer, the provider and the technology perspectives.

1. Who is doing it and how is the market responding to MT? Is it disruptive or just another evolutionary step.

2. What are the buyer’s options? Buy or make? License or Software as a Service?

3. What are the language service providers' options? Is the profession downgraded? Are there new opportunities?

4. Where is technology leading us? What is the role of translation memories and language data?


E8: TAUS Industry Initiatives

Speakers: Rahzeb Choudhury (TAUS), Jaap van der Meer (TAUS)

Synopsis: TAUS members agreed to collaborate in the TAUS Program Management Office (PgMO). The TAUS PgMO will run from 2012 until 2015 and will focus on three main action items:

1. Interoperability. TAUS will work with standard bodies, technical committees and industry partners to implement short-term solutions and steer toward upstream interoperability.

2. Dynamic Quality Dashboard. The translation industry operates with a static quality model, like: TAUS is setting up a Dynamic Quality Dashboard as a general reference for all translation buyers and providers to agree on translation quality fit for purpose and content profiles along with the appropriate metrics, benchmarks and tools for evaluation.

3. Developing a market for open-source machine translation (MT). This action item will focus on sharing knowledge and resources around open-source MT technologies.

By working together under this industry program, translation providers and buyers save on internal overhead costs and succeed in implementing standards and general referenced and shared resources and knowledge.

 


Preconference Synopses


Life Sciences Round Table

P01: Life Sciences Business Round Table (2:00-5:30 Sunday, October 9 and 9:00-5:30 Monday, October 10, 2011)

Speakers: Simon Andriesen (MediLingua), Jason Arnsparger (ForeignExchange Translations, Inc.), Stacey Ellul (NeuroPace, Inc.), Brenda Inman (St. Jude Medical), Richard Korn (St. Jude Medical), Sandra La Brasca (ForeignExchange Translations, Inc.), Joy Matsumoto (St. Jude Medical), Michael Oettli (nlg GmbH), Jennifer Smiley (CaridianBCT), Jaap van der Meer (TAUS)
Moderator: Clio Schils

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 next Life Sciences Business Round Table, we are delighted to offer the following topics:

Innovative Cost Alignment:
How to maintain cost control without compromising quality
Effective resource management without increasing the size of your team

Technological Innovation:
Best practices for adapting and using content management systems and translation memory platforms
Terminology management
Quality enhancement tools
Content sharing within an organization and between organizations: Using cloud-based systems in the life sciences arena?

Regulatory Requirements:
Challenges of becoming a regulated business
Adhering to language requirements for software and manuals: How do we keep on top of the latest regulations? How do emerging markets play a vital role in your strategy for growth in localization and distribution?

Web-based Platforms in the Medical Device Arena:
Innovative approaches to localization for web and mobile platforms
How have electronic health records requirements changed the way life sciences companies do business?
Patient facing versus clinician facing platforms: How do we treat the graphic user interfaces differently? Integrating SMS and voice messaging platforms within your localized web platform

Cross-cultural Interaction:
A cross-cultural focus on distributed (or virtual) teams
How can we use adaptive strategies for work within “high” and “low” context cultures?
How do life sciences companies or projects enhance the need for effective project management across cultures?

Please click here for more detailed information.


We welcome clients and vendors, as well as life science professionals from other disciplines — procurement, software engineering, life sciences consultancy. However, vendor participation will be limited and subject to screening. If you would like to participate in the round table, please contact Clio Schils or Richard Korn to obtain a session code to register.


Driving Global Growth

P03: Driving Global Growth: A Marketing Round Table

Speakers: Mark Flanagan (VistaTEC), Salvatore Giammarresi (Yahoo! Inc.), Mimi Hills (Research In Motion), Fred Hollowood (Symantec), David Lin (SAP), Kathleen McBride (Think Passenger, Inc.), Rashmi Schaefers (SAP), Gene Schriver (GLOBO Language Solutions)
Moderator: Ulrich Henes

Synopsis: This round table brings together marketing executives and business stakeholders tasked with the globalization of marketing content from client and vendor sides to discuss the specific challenges in this dynamic space. Executives from SAP, Yahoo!, Symantec, VistaTEC and more get together to speak on strategic and tactical topics such as the internal positioning of localization as a revenue driver, search engine optimization challenges and approaches, and global content challenges in the multilingual world and global social media.

Please click here for more detailed information.


Space for this session is limited. Please contact us to obtain a session code to register.


P04: TAUS: Best Practices for Post-editing

Speakers: Rahzeb Choudhury (TAUS), Ana Guerberof (Logoscript, S.L.)
Host: Jaap van der Meer

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 machine translation. The guidelines provided in the workshop are based on insights gathered from TAUS members, experts in the field and research carried out at the Centre for Next Generation Localisation, Ireland.

Please click here for more detailed information.

If you are a member of TAUS, please contact us for your discount code.


P05: TAUS: How to Implement Open-source MT Solutions

Speakers: Rahzeb Choudhury (TAUS), Achim Ruopp (Consultant)
Host: Jaap van der Meer

Synopsis: This half-day workshop will equip you with the know-how to make informed decisions about how to implement open-source machine translation solutions with a focus on the Moses system. It covers the full cycle from data preparation to retuning your engine to integration with your localization workflow. If you are an IT or budget manager considering the use of MT, or you are in the early stages of using MT in your mainstream translation business, this workshop is a must for you.

Please click here for more detailed information.


If you are a member of TAUS, please contact us for your discount code.


P07: TAUS: Collaborative Translation Round Table

Speakers: Dirk Meyer (Adobe Systems Inc.), Liz Nagle (Kiva), Jason Rickard (Symantec)
Host: Alain Désilets

Synopsis: Collaborative translation presents us with a rich and complex envelope of processes and technologies whose respective impacts are still poorly understood. Determining which approach can be used in which context and to what effect is still somewhat of an artform, and currently, trial and error is often the only way to find out. This collaborative event will bring together seasoned practitioners and potential users of collaborative translation of all flavors in order to create a knowledge base of best practices in the form of a series of interlinked design patterns.

Please click here for more detailed information.


P08: GlobalSight Boot Camp

Speaker: Derek Coffey (Welocalize)

Synopsis: This free one-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 bringing out in our 8.2 and 8.3 releases later 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, multi-language 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.


P09: Future LSP Business Models and the Role of Across

Speaker: Eric Neigher (Across Systems Inc.)

Synopsis: The work of 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 this half-day partner event, exclusively for LSPs, we will examine the changed framework conditions with you and discuss how Across Systems can contribute to the business models of the future.


P10: Introduction to Localization

Speakers: Richard Sikes (MultiCorpora), 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.


P12: Implementing a Content Management System (CMS) — What Does This Mean for Your Processes, Workflows and Language Assets?

Speakers: Kåre Lindahl (Venga), Jose Palomares (TILP), Angelika Zerfaß (zaac)

Synopsis: The idea of a content management system (CMS) is to manage text modules for reuse in the source language (consistency) as well as to reduce translation cost by sending out only changed or new modules for translation. But this way of working is fundamentally different to any previous workflow where whole documents were sent out for translation and reviewing. In addition, the implementation of a CMS also means a change in file formats, mostly toward XML. These items will impact the way authors work: the reusability of language assets like translation memories — especially if they were created with texts from a different file format; the translation and review process; process automation or customization of interfaces between CMS, translation environment and project management systems; and having terminology management start in the source language. In this workshop, we will look at the implementation of a CMS from both sides — the customer side and the vendor side. From a customer's perspective, the system should help to reduce the cost for translation and improve consistency, but will change the way the authors are working and how the text is sent out for translation. From the vendor’s perspective, a CMS brings new file formats, shorter translation cycles and the need to re-design the translation workflow and the review process.  We will give you an insight into the projects we have worked on so far, what the initial ideas were, what tests with files and workflows showed and how some of the challenges were overcome.


P13: Give Up the Illusion of Control: How to Support User-driven, Needs-based Translation and Localization Scenarios!

Speakers: Eoin Ó Conchúir (LRC/CNGL ), Reinhard Schäler (The Rosetta Foundation)

Synopsis: What has long been a reality in many IT areas is now becoming a reality in translation — users are taking control. They start translation projects, they collaborate across continents, and they care about their translations, but they are not concerned about business cases. In this session, we will discuss how user-driven, needs-based scenarios can be supported by technology. What are the requirements for this technology? How are they different from the well-known and understood mainstream? Who are the users of this technology? Where are they located and what are their profiles? What motivates them to dedicate large amounts of their time to provide free translations? How can needs-driven scenarios be developed and sustained long-term? This session will be presented by the Centre for Next Generation Localisation and The Rosetta Foundation, and will draw on their experiences and collaborations with the African Network for Localisation, the Asian PAN Localisation Network, the UN's Economic Commission for Africa, as well as with nonprofit organizations, small and medium-sized enterprises from around the world. The aim of the session is to share experiences and to discuss strategies for further development and collaboration.


P14: Defining Standard Services

Speakers: Arle Lommel (GALA), Alan Melby (Brigham Young University Translation Research Group)

Synopsis: This session discusses efforts by the GALA Standards Initiative to develop common, agreed-upon definitions for basic services in our industry. Long-range goals include the production of business resources (model RFPs, SLAs, and other tools used within the localization supply chain) and improved procurement models for use by the buyer-side of the industry. This discussion will focus on the current state of this project and on gathering input and ideas for its further development. This session is open to individuals with an interest in business standards for the localization industry.


P15: The Language Interoperability Portfolio (Linport) Project

Speakers: Arle Lommel (GALA), Alan Melby (Brigham Young University Translation Research Group)

Synopsis: Localization companies currently spend millions of dollars a year on dealing with manual tasks such as file handling, e-mailing and clarifying job instructions, and managing deliveries and handoffs. These tasks add no value to localization processes, yet they raise the price for localization services. The Language Interoperability Portfolio project, a joint effort of GALA, the European Commission Directorate General - Translation, LTAC Global and the Brigham Young University Translation Research Group, is developing a standard format for sending and receiving translation and localization jobs with all needed project information in order to reduce the burden these manual tasks imposed on the localization supply chain. This session will provide an overview of the current state of the Language Interoperability Portfolio Project, discuss development needs and describe how individuals can get involved in its development. This session is open to anyone with an interest in interoperability issues and localization supply-chain issues.


P16: Localization Project Management Seminar (PMI Certified)

Speaker: Willem Stoeller (The Localization Institute)

Synopsis: This full day workshop consists of the five parts of localization project management: project initiation, planning and scheduling, financial project management, lessons learned, and industry trends. You will earn 7.5 PDUs in this workshop, the only course in Localization Project Management offered by a PMI registered education provider.

This workshop will run from 8:30 am to 5:30 pm. Please click here for more detailed information.

   
   
 
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