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Keynote Synopses


K1: Why Do People Listen with Their Hearts? The Deep Roots of Language Identity

Speaker: Robert Lane Greene (The Economist)

Synopsis: Nelson Mandela once said that when you speak to a person in a language he knows, you speak to his head. When you speak to him in his own language, you speak to his heart. Why is that? Fascinating lines of research enlighten why this is so. One is that material comprehended with less effort is considered more credible. A second is that our evolved instinct for group-belonging causes us to believe those who look or sound more like us. The psychology behind why we prefer our own languages should inspire the localization community to go beyond English or big regional languages to reach the hearts of the billions around the world who do not speak one of the major languages.

Thu, Oct 10: 11:45-1:00 PM


K2: The Business of Translation

Panelists: Jason Chicola (Rev.com), Norman Newton (ManpowerGroup Solutions Language Services), Shannon Zimmerman (Sajan)

Moderator: Donald Plumley

Synopsis: This panel of experts will discuss our industry from the perspective that without a healthy and vibrant supply chain, buyers of translation face fewer choices and ultimately begin to assume many of the responsibilities of the professional service provider. As an extension of the Localization World London Keynote discussion, which highlighted the increasing sophistication and maturity of large buyers, these panelists will discuss the profitability challenges, diverse range of buyer skill and knowledge, the commoditization of language services and similar challenges facing localization vendors over the next decade.

Fri, Oct 11: 11:30-12:30 PM


 

Program Session Synopses


A1: How Does Google Do It?

Speakers: Sasan Banava (Google), Loy Searle (Google)

Host: Teresa Marshall

Synopsis: How does Google do it with over 100 products, 60+ languages in an agile launch and iterate world? This presentation will provide a peek into some key success strategies such as global product scorecarding, measuring user feedback and adapting to the continual pressure to scale at speed while improving quality.

Thu, Oct 10: 8:30-9:30 AM


A2: Globalization Strategy: The Next Growth Opportunity

Speakers: Silvia Avary-Silveira (NetApp), Regina Bustamante (Guidewire), Eva Klaudinyova (VMware, Inc.)

Host: Sergey Parievsky

Synopsis: Globalization strategy is an integral part of the growth of any global company and yet it is often being overlooked. Globalization teams are focusing more on execution, deliverables, tools and automation, and less on thinking about how globalization and go-to-market strategies intersect. Globalization teams have an amazing opportunity to become centers of excellence on “going global,” advising their companies on growth opportunities and country readiness, evangelizing best practices and helping their companies implement globalization-friendly strategies and processes. This panel of three experienced globalization strategists will show how companies like NetApp, VMware and Guidewire have created globalization strategy centers of excellence.

Thu, Oct 10: 10:15-11:15 AM


A3: Executive Buy-in

Panelists: Salvo Giammarresi (PayPal), Jenny Kang (Symantec), Francis Tsang (Adobe Systems, Inc.), Diane Wagner (Microsoft)

Moderator: Wayne Bourland

Synopsis: Localization leaders often struggle with capturing the attention of executives who see translation as an operational expense and a check-the-box requirement versus revenue enablement and a customer satisfaction driver. Join us for a panel discussion with leaders who have successfully gained executive sponsorship and support. We will share strategies on what is needed, how to maintain that engagement once established, and some pitfalls to avoid. While client focused, this session will also be of interest to service providers who often find themselves trying to support clients in gaining executive buy-in.

Thu, Oct 10: 2:30-4:00 PM


A4: Picasso Meets Galileo: The Art and Science of Global
Brand Execution

Speaker: Susie Hamlin (Cisco Systems)

Host: Ulrich Henes

Synopsis: How do you gather the insights necessary to be locally relevant in every market you serve? How do you ensure global consistency in the development and execution process while allowing for local customization? In this session, we will explore the various techniques that we use to establish a prioritized list of countries. Once the country list is in place, we then apply the “art” including the models for execution based upon that prioritization. We’ll share a global enablement model that aims to identify the right services, resources and human capabilities in each market for the “brand” effort to be a success.

Thu, Oct 10: 4:30-5:30 PM


A5: International Brand Check: Do-it-yourself in Ten Simple Steps

Speaker: Adam Wooten (AccuLing)

Host: Katie Botkin

Synopsis: Everyone has heard of the Latin American branding faux pas committed with the Chevy Nova, which allegedly failed because “no va” means “it doesn’t go.” That may be a complete myth, but real blunders like that actually do happen. To prevent similar branding failures, both vendors and clients can learn how to perform an international brand check. Tips to be covered will include a global brand checklist of factors to consider, web survey templates, real cases of linguistic branding successes and failures, legal and online factors, in-house versus outsourced checks and how to respond in case of a public relations disaster.

Fri, Oct 11: 9:00-10:00 AM


A6: Globalization of Business and Platform in a Rapidly Growing Venture Capital-backed Start-up Company

Speakers: Oleksandr Pysaryuk (Achievers), Mythu Sivapalan (Achievers)

Host: Salvo Giammarresi

Synopsis: In a very short time, localization at Achievers has evolved from starting in the lows of the localization maturity model through increasing awareness and getting buy-in from executives, product management and design to becoming an integral part of company’s business. In this presentation, we will demonstrate how we globalize our catalog, research local markets, new concepts and terms, and conduct localizability studies. We will also focus on the successes of implementing the PHP intl extension, standardizing text message composition and the automation of localization processes in development. This will all come with specific and fascinating examples of “before” and “after.”

Fri, Oct 11: 10:30-11:15 AM


A7: Chevron: Managing the Complexities of a Global Organization in 2013

Speaker: Kim Nguyen (Chevron Corporation)

Host: Rebecca Ray

Synopsis: The Chevron Corporation is a Fortune 500 company and we will share its story of how to manage the complexities of a global organization. Arising from the early challenges of a fragmented localization process, Chevron emerged through the combination of technologies and methodologies and is now executing on a more efficient process. This presentation will highlight how Chevron leverages multiple vendors to improve efficiency, increase scale and improve quality. The end results — higher quality output, more consistent product messaging, additional employee resources and improved performance.

Fri, Oct 11: 2:00-3:00 PM


A8: Double Disruption: The End of Localization as We Know It and the Rise of Asia, Inc.

Speaker: Benjamin Pinney (CSOFT International Ltd.)

Host: Kanna Sato

Synopsis: Localization as an industry and a profession today is a “normal science" — organized around the needs and corporate cultures of mostly Western multinationals, around structures and paradigms built into established computing technologies and around established professional roles and boundaries. This is a world past its definition phase and looking ahead to a future of increasing standardization and commoditization. At the same time, it is a business apparently trapped in a state of permanent fragmentation. Consolidation and scale have proven elusive but the future is not like the past. In the next ten years, two dynamics will play out: technological trends will enable new bases of scale and competitive advantage in managing language; and, an emerging generation of Asia -based (especially China) global companies will have opportunities to leapfrog old approaches. Separately, these megatrends are widely remarked. How they will interact and what these interactions mean for this profession are less considered. This presentation offers and invites speculation on increasingly likely futures.

Fri, Oct 11: 3:30-4:20 PM


B1: New Localization Potential through Mobile Open Operating Systems

Panelists: Staś Małolepszy (Mozilla), Ibrahima Sarr (Mozilla), Adam Wooten (AccuLing)

Moderator: Jeff Beatty

Synopsis: This year the world saw the release of the first open-source mobile operating system based entirely on web technologies. This has created a wealth of localization potential minority languages within the mobile ecosystem. Enabling support for these languages on a mobile device has also had its challenges, such as delivering localized data without decreasing performance, developing localization shipping agreements with commercial partners and creating solutions that allow implementation of an open-source mobile operating system in any language. This panel will discuss the potential, the challenges and how an open mobile presence can benefit global users, communities and language service providers alike.

Thu, Oct 10: 8:30-9:30 AM


B2: The Reviewer Roundup: Succeeding with Linguistic Review

Speakers: Lydia Clarke (Acclaro), Fabio Fernandes (Visa Inc.)

Host: Aaron Schliem

Synopsis: Does linguistic review often feel like a hard, never-ending challenge? You’re not alone. Many companies find themselves on a dusty back road with review, unable to avoid delays, or worse, launch cancellations. The Visa Client Training and Publications Programs department tackled review head-on and created a system that works for their complex localization projects into six languages. Learn how Visa mastered the “reviewer roundup” and how they now succeed with faster review turnarounds, on-time releases and reviewers who are happy to wear cowboy translation hats every once in a while.

Thu, Oct 10: 10:15-11:15 AM


B4: User Experience and Localization: Optimal Design Practices for World-ready Applications

Speaker: Alberto Ferreira (Avira Operations GmbH)

Host: Loy Searle

Synopsis: In this session, we will focus on cutting-edge design principles and trends for both multicultural software user interfaces and web designs. Optimal practices for visual text layout, cultural adaptation and usability testing will be explored with a view toward better bridging of international markets with culturally-focused multilingual products that look better, are more usable and speak directly to the user's background, while also reducing costs and improving time-to-market in the development cycle.

Thu, Oct 10: 4:30-5:30 PM


B5: Arabic Games: Tips and Tricks While Localizing Games into Arabic

Speaker: Mohamed Samir (EAST Localize)

Host: Hiram Machado

Synopsis: Arab youth are among the top five worldwide game players. Due to the nature and the culture of Arab countries, the only entertainment channel for the youth is games, all types of games including mobile, video, online and social media. For that reason, many games producers started to localize their games into the Arabic language to increase their market and profit. Based on this, there are many tips and tricks that should be taken into consideration while localizing any game into Arabic to avoid any offensive or meaningless messages and to attract a larger number of players.

Fri, Oct 11: 9:00-10:00 AM


B6: Peculiarities of Medical Product Adaptation When Entering New Markets

Speakers: Petro Konovalov (ELEKS), Elena Rudeshko (ELEKS)

Host: Clio Schils

Synopsis: Entering a new market is already a challenging task for any company as it is an extremely time and resources-consuming endeavor.The medical industry adds to the challenges due to its sensitive nature, very strict regulations, and numerous varied standards from country to country and locale-specific medical terminology. We would like to share an insiders view on locale adaptation of a medical product when entering three emerging Eastern European markets and uncover main challenges that were met, including country-oriented medical regulations together with linguistic, industrial and governmental obstacles.

Fri, Oct 11: 10:30-11:15 AM


B7: Arab Spring or Arabic Spring?

Speaker: Faiza Sultan (Translation4all, Inc.)

Host: Troy Helm

Synopsis: For decades, the recently fallen Middle Eastern socialist regimes limited the flow of foreign products into local markets to protect local commerce, leaving a negative impact on the localization industry. The limited flow of foreign products into the Arab market led to a limited number of newly introduced foreign terms and expressions into the Arabic language, a language of worship naturally defiant to semantic changes. The new governments in the Middle East and North Africa will be loosening the constrictions over foreign imports and with the majority of language service sequesters in the private sector, the need for localization services will grow at unprecedented rates.

Fri, Oct 11: 2:00-3:00 PM


B8: From User Experience to Benutzererlebnis — Giving Your Users a Positive Global Experience

Speaker: Loïc Dufresne de Virel (Intel Corporation)

Host: Katie Botkin

Synopsis: There is much to gain by combining user experience (UX) and localization, often afterthoughts in the world of software development, to provide a better global user experience. From basic internationalization to customization and culturalization, we’ll cover topics that seem trivial but present some significant challenges from a UX and localization standpoint, such as organization of information, methods of payment, collection of personal information, handling of genders, numbers and declensions or language selection. We’ll then look into the new usage models offered by technologies such as voice recognition or perceptual computing, which promise to change the way we interact with our devices.

Fri, Oct 11: 3:30-4:20 PM


C1: Community Translation in the Real World

Speaker: Nico Sallembien (Transifex)

Host: Rebecca Ray

Synopsis: In this session, we will describe how to create a repeatable localization process, how to ensure translation quality and how to monitor and improve your community's translation output. The discussion will draw from experiences building the tools that enable community translation at Twitter and Google. The information in this session will be directly applicable to any localization organization that wants to use community translation effectively.

Thu, Oct 10: 8:30-9:30 AM


C2: Creating a Localization Model with Japanese as the Source: Sony PlayStation

Speakers: Michele Carlson (Sony Computer Entertainment America), Jesse Siegel (Sony Computer Entertainment America)

Host: Aki Ito

Synopsis: In this presentation, we will focus on how Sony teams came together and built a strong partnership, based in Tokyo and San Mateo, California, to create a newly streamlined and automated process for English language creation and multilingual translation from a Japanese source. We will discuss how we broke down cultural gaps and built trust across our teams allowing us to build a truly global English interface for the PlayStation line. We will also focus on the new process we created for multilingual localization for the PlayStation line of products. In the discussion, we will touch on how we created a new process for Japanese to English development with localizability in mind, and the new streamlined and automated translation model we created with the benefits we've achieved through this model.

Thu, Oct 10: 10:15-11:15 AM


C5: When the Sky Comes Tumblin’ Down — Work Solutions to Revolutions

Speakers: Mohamed Aly Abdelhamid (eLocalize), Rosalind Smith (eLocalize)

Host: Oleksandr Pysaryuk

Synopsis: What do you do if your internet is cut, chaos reigns in the streets, there are no police and people are gathered in squares demanding removal of the president? Major events disturb the status quo and can threaten your company’s existence or at the very least shake your clients’ confidence in the ability of your company to produce. Could you lose the benefit of all your hard work? How do you meet deadlines under such conditions? Having endured one revolution and more upheaval since, we have learned many valuable lessons about dealing with unexpected circumstances literally on the fly — lessons that are valuable for all who are working in today’s interconnected world.

Fri, Oct 11: 9:00-10:00 AM


C6: Cultural User Interface (CUI): A Technique Beyond Localization

Speaker: Irfan Ahmad (Adobe System, Inc.)

Host: Stefan Gentz

Synopsis: Continuous innovation in information and communication technologies (ICTs) has radically improved the lives of people by providing important social, educational, economic and health benefits. Technologies are often developed for the markets of developed countries because of the higher return on investment, and developing countries are frequently left out of sync with these technologies due to language barriers or other socioeconomic factors. Now that technology has become the very part and parcel of everyone's daily life, irrespective of developed or developing countries, many multinational tech giants have started to think of how to expand their services in these low-cost markets as well. Consequently, we see them localizing their products in each language of a specific local market. But so far this localization has been limited to text within the menu user interfaces only. Merely translating the menu of software made for the United States or United Kingdom markets will not culturally serve well in the Asian market that has its own dynamics in terms of sociocultural diversity and lower literacy rate. In fact, a lot more is still needed to enhance the cultural adaptability of these products. In this session, we will identify some Asian cultural issues that technological companies fail to understand, and find ways to maximize the expansion of ICT-related modern technologies to a greater audience, especially in Asia.

Fri, Oct 11: 10:30-11:15 AM


C7: Localization For Coders

Speaker: Brian McConnell (XLATN)

Synopsis: Localization explained by and for software developers. In this session, we will introduce and explain localization and translation tools for software developers, with an emphasis on emerging technologies and vendors. We will focus on how to apply agile development methods to translation and localization, and use a live program as the central focus. Attendees will be able to copy and emulate this program in their work.

Fri, Oct 11: 2:00-3:00 PM


C8: How XLIFF 2.0 Will Change Your Localization Strategy

Speakers: Kevin O'Donnell (Microsoft), Uwe Stahlschmidt (Microsoft)

Host: John Watkins

Synopsis: The long-awaited XLIFF 2.0 standard is nearing completion and holds the promise to radically improve localization interoperability in the industry. XLIFF 2.0 is a comprehensive interchange format designed for software and content localization alike. It presents an opportunity for localization buyers, toolmakers, service providers and translators to reshape their localization strategy by leaving behind de facto standards and custom file formats in favor of a universal interchange format. Additionally, XLIFF 2.0 will create new business opportunities for content creators and toolmakers to innovate and deliver cutting edge solutions that will work alongside existing market leaders. In this session, we will provide a perspective on how the new standard will solve long-standing localization challenges while driving greater maturity across the industry. We will showcase some real-world applications for XLIFF 2.0 and provide examples of concrete scenarios that have been developed by the Windows International Team at Microsoft.

Fri, Oct 11: 3:30-4:20 PM


D1: TAUS MT Showcase

Speakers: Olga Beregovaya (Welocalize), Rahzeb Choudhury (TAUS), Tony O'Dowd (KantanMT), Achim Ruopp (TAUS), Andrejs Vasiļjevs (Tilde), Chris Wendt (Microsoft)

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 free session is funded by the European Commission as part of the MosesCore project.

If you are attending the TAUS MT Showcase sessions only, please contact TAUS for your free registration code. Admittance to lunch or other Localization World sessions is not included with this free offer.

Thu, Oct 10: 8:30-9:30 AM


D2: TAUS MT Showcase

Speakers: Olga Beregovaya (Welocalize), Rahzeb Choudhury (TAUS), Tony O'Dowd (KantanMT), Achim Ruopp (TAUS), Andrejs Vasiļjevs (Tilde), Chris Wendt (Microsoft)

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 free session is funded by the European Commission as part of the MosesCore project.

If you are attending the TAUS MT Showcase sessions only, please contact TAUS for your free registration code. Admittance to lunch or other Localization World sessions is not included with this free offer.

Thu, Oct 10: 10:15-11:15 AM


D3: Is Cloud-based Translation Technology Ready for the Real World?

Panelists: Scott Carothers (Kinetic.theTechnologyAgency), Larry Furr (Lingotek), Scott Gaskill (Sovee), Sergey Parievsky, Jack Welde (Smartling)

Moderator: Willem Stoeller

Synopsis: More and more companies are offering cloud or web-based translation management systems. Are these systems mature enough to replace the traditional offerings? A panel of four small companies offering web-based translation technology will discuss features of their products. Our experienced moderator will keep the participating companies on their toes by asking them pointed questions about their solutions.

Thu, Oct 10: 2:30-4:00 PM


D4: Three Use Cases of the TAUS Dynamic Quality Framework

Speakers: Karin Berghoefer (Appen Butler Hill), Rahzeb Choudhury (TAUS), Ruben de la Fuente (PayPal), Willem Stoeller (Localization Institute), Jaap van der Meer (TAUS)

Synopsis: In January 2011, TAUS began working with a group of its enterprise members to tackle an industrywide 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. Moving away from the dated, static, one-size-fits-all approach used by most companies. Almost three years on, the TAUS Dynamic Quality Framework includes an industry reference knowledgebase, content profiling feature and set of shared tools for quality evaluation. Join TAUS, TAUS members and TAUS partners for an overview of the past, present and future of the Dynamic Quality Framework, a TAUS industry shared service.

Thu, Oct 10: 4:30-5:30 PM


D5: Silver Linings Playbook: Intuit's MT Journey

Speakers: Render Chiu (Intuit), Tuyen Ho (Welocalize)

Host: Willem Stoeller

Synopsis: Life doesn't always go according to plan, especially if you are simshipping Web 2.0 solutions into 20+ global markets for the first time. Intuit’s journey into machine translation (MT) started with the realization that it had no training data. Then, Intuit had to decide on what MT engines; which deployment model — software as a service or on-premise; what connectors between its translation management systems and MT engines; what should be acceptable quality levels; and more drama and hurdles. Spoiler alert — it’s a happy ending. Come hear about Intuit’s playbook on how to architect an MT program that supports the enterprise, while meeting an aggressive launch schedule.

Fri, Oct 11: 9:00-10:00 AM


D6: Which *Bleep* Language Tag Should I Use?

Speakers: Michael Kuperstein (Intel Corporation), Octavio Ramos (Intel Corporation)

Host: Donna Parrish

Synopsis: How hard could it be to choose a list of language abbreviations for your product? Language tag choice is much harder than it seems, since every company has their own list of language tags, and some are very, very creative! Unfortunately, choosing the wrong language tag can cause technical failures in products, or can cost many thousands of dollars in lost translation memory leveraging, or can create confusion in teams that generates hundreds of emails and awkward workarounds. In this entertaining session, we will place giant red construction cones around the potholes of choosing the wrong language tags.

Fri, Oct 11: 10:30-11:15 AM


D7: The Dos and Don'ts of XML Document Localization

Speaker: Andrzej Zydroń (XTM International)

Host: Uwe Stahlschmidt

Synopsis: XML is now all-pervasive as the dominant form for electronic documents — from XHTML through InDesign, Microsoft Office to DITA. The separation of form and content inherent in XML should make localizing XML documents easy and straightforward. Nevertheless, certain key design decisions can make all the difference between easy and a nightmare. Presented by one of the world's foremost experts in XML localization, this presentation will tackle how to best prepare for XML document localization and how to use XML to make the process easy, streamlined and automated.

Fri, Oct 11: 2:00-3:00 PM


D8: Automating Financial Translations: New KIID Regulations Motivate Change

Speaker: Tom Alwood (Consultant)

Host: Salvo Giammarresi

Synopsis: Financial translations as a sector historically have been slow to adopt translation technology. The introduction in the past year of the Key Investor Information Document (KIID) for European UCITS investment funds has required both financial services companies and financial translation service providers to adopt new approaches to preparing multilingual fund documentation. For financial services companies this has meant the adoption of content management systems (CMSs) to manage data reuse. This has led language service providers to actively adopt translation management system technologies to automate the interaction with their client's CMS. In this session, we will discuss both the challenges and solutions KIID has inspired for some companies.

Fri, Oct 11: 3:30-4:20 PM


E1: Payoneer: Localizing Your Translators' Payments

Speakers: David Sommer (Net-Translators), Yair Tal (Payoneer), Oded Zehavi (Payoneer)

Host: Katie Botkin

Synopsis: Whether you are a vendor manager for a corporate consumer of translations or a language service provider, you no doubt struggle with how to maintain a cost-effective method for managing payments in a beneficial manner to both the service provider and your company. Net-Translators and Payoneer will present a customer/vendor case study on one application of Payoneer’s offering, which has resulted in consistently lower costs and higher satisfaction on the part of the service provider. We will demonstrate that by better controlling the payment process, Net-Translators saved time, money and achieved higher retention and better recruitment of language resources.

Thu, Oct 10: 8:30-9:30 AM


E2: My Localization Bucket List

Panelists: Ariane Duddey (Compuware Corporation), Hiram Machado (adaQuest, Inc.), Manuela Silveira (Monterey Institute of International Studies)

Moderators: Teresa Marshall, Richard Sikes

Synopsis: This panel discussion brings together several localization practitioners in different career stages to discuss how they see their career development so far, and where they want to go in the future. We will explore a wealth of career paths and possibilities, limitations and opportunities, great expectations and challenges encountered for the benefit of anyone considering or actively following the localization muse throughout their life and livelihood.

Thu, Oct 10: 10:15-11:15 AM


E3: Buy-side Colloquium: So Many Markets, So Little Time!

Speakers: Hélène Pielmeier (Common Sense Advisory), Rebecca Ray (Common Sense Advisory)

Synopsis: Are you losing sleep while trying to execute the corporate mandate to “go global” because internal business processes in other departments are not yet fully globalized? Do you have to deliver a Turkish or Indonesian version of your products even though your corporate website isn’t equipped to process orders from customers who speak those languages? Companies repeatedly tell us that they must constantly scale their operations to meet the ever-growing increase in languages, markets, content volumes and publication channels for globalized content. If this will remain one of your top challenges in 2014, come join us as we share how your company can apply the Localization Maturity Model from independent research firm Common Sense Advisory to confront scalability head-on. Seating is limited and advanced registration is required. This session is limited to buyers of translation services only.

Space is limited and reservations are required. Attendance is limited to buyers of translation or localization services from buy-side companies. Please contact us to reserve your seat.

Thu, Oct 10: 2:30-4:00 PM


E4: MicroTalks

Speakers: Christian Arno (Lingo24), John Paul Barraza (SYSTRAN Software, Inc.), Ian Henderson (Rubric Inc.), Nazariy Popov (ELEKS), Matthew Romaine (Gengo, Inc.), Max Troyer (Monterey Institute of International Studies)

Host: Daniel Goldschmidt

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

- Customizable Quality Levels in Translation: Christian Arno
- Optimizing Web Localization: Speed and Efficiency Using Innovative MT Tools: John Paul Barraza
- Who Should Own the Tools? How Client and LSP Can Collaborate to Take Advantage of Sophisticated Translation and Workflow Systems: Ian Henderson
- Parallel vs. Automated Testing: Your Winning Localization Testing Approach: Nazariy Popov
- How to Use Massively Scalable Localization to Achieve Business Results: Matthew Romaine
- Lowering the Cost of Localizing E-book Comics — Authoring Guidelines and Localization Technique: Max Troyer

Thu, Oct 10: 4:30-5:30 PM


F5: Global from the Get-go: Product Strategy for International Roadmap

Speaker: Talia Baruch (LinkedIn)

Host: Michael Klinger

Synopsis: What does it take to effectively launch international products that are relevant and delightful for worldwide consumption? How do we scale for multilingual support while minimizing code changes and bottleneck blocker bugs at international ramp? In this session we’ll explore core considerations for upfront international product plans. We’ll focus on simple, customizable builds and geo performance specifications, beyond user interface translation. As a case study for this product strategy, we will demonstrate LinkedIn’s recent international launch of its higher education product.

Fri, Oct 11: 9:00-10:00 AM


F6: It’s All About Trust — How to Find a Strong Localization Partner

Speakers: Sean Mattson (Hitachi Data Systems), Donald Todt (Experis Global Content Solutions)

Host: Minette Norman

Synopsis: You wouldn’t trust your web localization project to someone you don’t know, would you? In this case study, we’ll examine how Hitachi Data Systems tested the waters with Experis Global Content Solutions on a straightforward translation project, then scaled up to full web localization into German and Chinese. We’ll look at what your vendor should bring to the table and how to gauge their value. You’ll learn what processes and quality controls should be in place to guarantee a successful outcome, from strategy to implementation and maintenance.

Fri, Oct 11: 10:30-11:15 AM


F7: A Dinosaur Moving to the Cloud – Challenges and Perspectives for Translation

Speaker: Anke Kortenbruck (SAP)

Host: Ulrich Henes

Synopsis: SAP — a cloud software company? For a software company that’s main area of focus over the years has been on-premise business software for large enterprises, moving to the cloud was, and still is, a paradigm shift. In this session, you will learn about what this actually meant for SAP, both when first providing self-bred cloud solutions and later after acquiring a leading cloud provider of cloud-based software. The presentation will mainly focus on translation aspects and the language-specific challenges that had to be tackled. Among others, the following questions will be addressed: What does user-centric language mean for translation? How much documentation does a user need? How important is translation quality and how can you achieve it? Being quickest to the market — what does it mean for translation? Finally, a summary of best practices will round off the presentation.

Fri, Oct 11: 2:00-3:00 PM


F8: Localization of Mobile Applications at eBay — Successes and Challenges

Speakers: Francesco Pugliano (eBay Inc.), Emilie Raynal (eBay Inc.)

Host: Aaron Schliem

Synopsis: eBay users rely increasingly on mobile devices to search, buy and sell, anywhere, anytime. Mobile contributes significantly to eBay’s growth and the localization team plays a crucial role in the success of the company’s mobile applications. In this session, we will discuss how eBay grew its mobile presence globally by providing high-quality applications in the languages of its millions of users. You will learn about eBay’s mobile localization processes, best practices and challenges. We will also show examples of internationalization issues that impact cost and time to market if not addressed upstream.

Fri, Oct 11: 3:30-4:20 PM


G1: From Outsourcing to Social Entrepreneurship

Speakers: Jenny Do (Friends of Hue Foundation), Michel Lopez (e2f)

Host: Ulrich Henes

Synopsis: In 2008, e2f opened a production office in Mauritius, an island best known for its coral reef and sand beaches. A year later, it started operations in nearby Madagascar, then in the midst of a civil uprising. Starting in 2011, all the company’s purchase order processing and invoicing operations were transferred to an outsourcing center attached to an orphanage in Hue, the former capital of Vietnam. With a combination of planning, management and luck, the centers have since contributed to the growth and accomplishments of e2f. With anecdotes and pictures, the presenters will explain choices and necessary adjustments, errors to avoid, factors behind the success and ways to incorporate a social entrepreneurship component in your outsourcing strategy.

Thu, Oct 10: 8:30-9:30 AM


G2: Mergers and Acquisitions

Speakers: Charles Lynch (Pactera Technology International Ltd), Thomas Pennell (TransPerfect)

Host: Mark Flanagan

Synopsis: Mergers and acquisitions (M&A) are a regular occurrence in any industry, including our own. Sometimes they come in waves, at other times they slow to a trickle. Either way it is good to be prepared should you want to make an offer for another business or receive an offer for the business you own. This session will bring together a seasoned executive from one of the largest players in the industry with a long record of acquiring companies and the CEO of a company that was sold. They will share dos and don'ts and present best practices in M&A with the goal to make the whole process more transparent and the transaction more likely to be successful for both sides.

Thu, Oct 10: 10:15-11:15 AM


G4: Strategic Planning for LSPs

Speaker: Hélène Pielmeier (Common Sense Advisory)

Synopsis: Where do you want to go with your organization? October is a prime month for language service providers (LSPs) to get started on their strategic planning for the year to come. In this session, we will lay out a framework that will allow any managing director or owner/operator to develop a plan that will enable their organization to go from their current state to their desired state. Common Sense Advisory will present growth factors from the fastest-growing LSPs and how they go about achieving their goals.

Thu, Oct 10: 4:30-5:30 PM


H5: Unconference @ Localization World

Speakers: session participants

Hosts: Teresa Marshall, Scott Schwalbach

Synopsis: Interested in a unique track at Localization World? Are you ready to join the conversation and discussions? For the third 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.

Fri, Oct 11: 9:00-10:00 AM


H6: Unconference @ Localization World

Speakers: session participants

Hosts: Teresa Marshall, Scott Schwalbach

Synopsis: Interested in a unique track at Localization World? Are you ready to join the conversation and discussions? For the third 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.

Fri, Oct 11: 10:30-11:15 AM


H7: Unconference @ Localization World

Speakers: session participants

Hosts: Teresa Marshall, Scott Schwalbach

Synopsis: Interested in a unique track at Localization World? Are you ready to join the conversation and discussions? For the third 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.

Fri, Oct 11: 2:00-3:00 PM


H8: Unconference @ Localization World

Speakers: session participants

Hosts: Teresa Marshall, Scott Schwalbach

Synopsis: Interested in a unique track at Localization World? Are you ready to join the conversation and discussions? For the third 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.

Fri, Oct 11: 3:30-4:20 PM


I1: Content Strategy in a Multilingual World

Speaker: Sarah O'Keefe (Scriptorium Publishing Services, Inc.)

Host: Scott Abel

Synopsis: Poor content has profound effects inside and outside an organization. As the complexity of content increases with a focus on customer experience, building interactive documents and advanced visualizations, how can we ensure that localization is integrated into the overall strategy? We must increase the velocity of content creation and localization. That means stripping out inefficiency and creating content development workflows that eliminate wasted time. Most publishing systems are ill equipped for flexible, fast and changeable production. Instead, they are intended to support a manufacturing process in which the result is static — such as print or PDF. For today's workflows, this approach is not good enough. We must increase our velocity so that we can support the requirements that are coming.

Thu, Oct 10: 8:30-9:30 AM


I2: The Role of Content Strategy In Localization

Speaker: Ann Rockley (The Rockley Group, Inc.)

Host: Scott Abel

Synopsis: Content strategy ensures that your organization is creating the right content, at the right time, for the right device. However, ensuring that content meets localization requirements is often an after-thought or even forgotten. In this session, we will address how you can create a content strategy that keeps localization requirements in mind right from the beginning:
- Structured content models
- Reuse strategy
- Metadata strategy
- Multichannel delivery (web, mobile, print)

Examples from the life sciences and health care industries are used to illustrate these concepts.

Thu, Oct 10: 10:15-11:15 AM


I3: Content Strategy and Its Impact on Translation and Localization

Panelists: PG Bartlett (Acrolinx), Anita Davey (eBay Inc.), Ann Rockley (The Rockley Group, Inc.), Val Swisher (Content Rules)

Moderator: Scott Abel

Synopsis: Delivering the right information to the right people, at the right time and in the right format and language, is easier said than done — especially when translation and localization are in the mix. A panel of global content strategy experts will discuss lessons learned from global content strategy projects.

Thu, Oct 10: 2:30-4:00 PM


I4: Garbage In, Garbage Out: Thinking Strategically About Content Destined for Machine Translation Systems

Speaker: Val Swisher (Content Rules)

Host: Scott Abel

Synopsis: It's a fact. More and more organizations are exploring the benefits of machine translation. Some people believe automated translation will be ubiquitous; part of every system we use to interact with content — tablets, smart phones, mobile devices, computer kiosks, bank machines, consumer electronics, appliances, automobiles, trains, buses and planes. But, is our content ready for machines to process? Can automated translation systems produce the quality we desire? And, if so, what do we need to do to prepare it? Attend this session to learn how thinking strategically about your content can help you make smart decisions up front that will provide big benefits downstream. Learn how creating structured, semantically-rich content today can help you feed automated translation systems tomorrow.

Thu, Oct 10: 4:30-5:30 PM


I5: Auditing Content for Global Projects

Speaker: Paula Land (Strategic Content/Content Insight)

Host: Scott Abel

Synopsis: Auditing existing website content is a foundational step in preparing for any content initiative. A localization project presents particular challenges. In this session, we will look at what a content inventory and audit are; how to audit content for the localization issues and how they may differ depending on project context; how and when automated tools can be helpful (and when they can’t); and how to derive actionable insights from audit data.

Fri, Oct 11: 9:00-10:00 AM


I6: The Future of Mobile Information — Examples and How We Get There

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

Host: Scott Abel

Synopsis: Today's readers and consumers of content expect more than paper. Today we (and our customers) have a different relationship to content and mobile devices can help us fulfill it. Our content can interact with the real world, it can reflect where we are, what we're doing, what we're looking at and our level of expertise. We can even share information across devices automatically. But it doesn't just happen, we need to plan ahead — to strategize before we create and provide the content our users want. We need to think about the content, our users and the real world scenarios that they'll encounter when they want our material. Join us to see examples of new ways of distributing content with explanations of how we get from where most of us are now to where our customers want us to be.

Fri, Oct 11: 10:30-11:15 AM


I7: Lowering the Tone: The Challenge of Communicating Locally When You're Translating Globally

Speaker: DeAnn Wright (eBay Inc.)

Host: Scott Abel

Synopsis: In the wake of a relaunched global brand, eBay is now reconsidering how it talks to its customers. "Be imaginative and inspiring,” they told us. "Great!" we thought. Then we really got thinking . . . what does imaginative mean? How do we inspire in Russian? More importantly, do Germans really want us to be approachable? Even if we achieve all of those things, what about usability? This session will address the conflicts inherent in producing local, branded content while still leveraging the scalability of a global platform and localization process, and attempting to answer the question: Is the only way really just to lower the tone?

Fri, Oct 11: 2:00-3:00 PM


I8: Corporate Speak vs. Natural Language: Finding and Aligning Your Voice

Speaker: PG Bartlett (Acrolinx)

Host: Scott Abel

Synopsis: This presentation is about language that reeks and how to take out the #&%@$. People have read so much nonsense that they’re becoming immune to marketing. Powerful words like “powerful” have lost their power thanks to the drone of corporate language. Let’s take out the buzzwords and jargon, write shorter, simpler sentences, talk human instead of corporate and let’s show your bosses how better language is better for business.

Fri, Oct 11: 3:30-4:20 PM

 


Preconference Synopses


Life Sciences Round Table

P01: Life Sciences Business Round Table (2:00-6:00pm Tuesday, October 8 and all day Wednesday, October 9)

Speakers: Jeff Kiser (VistaTEC), Petro Konovalov (ELEKS), Gráinne Maycock (Sajan), Ann Rockley (The Rockley Group, Inc.), Elena Rudeshko (ELEKS), Libor Safar (Moravia)

Hosts: Richard Korn, Sandra La Brasca, 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 Life Sciences Business Round Table in Silicon Valley, we are delighted to offer a stellar one-and-a-half day program with a particular focus on the challenges of life sciences localization. Subject matter 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.

Please click here for more detailed information.

This extended session includes a lovely dinner Tuesday evening, October 8, with transportation provided.

Advisory Committee: Simon Andriesen, Brigitte Herrmann, Richard Korn, Sandra La Brasca, Jacques Samy, 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 to obtain a session code necessary for registration.

Tue, Oct 8: 2:00-6:00 PM, Wed, Oct 9: 9:00-5:00 AM


P02: Using Standards to Improve Workflow

Speakers: Patricia Bown (Kilgray Translation Technologies), David Filip (LRC/CNGL, University of Limerick), Stefan Gentz (TRACOM OHG), Kevin O'Donnell (Microsoft), Phil Ritchie (VistaTEC), Lexie Sabota (Kilgray Translation Technologies), Yves Savourel (ENLASO Corporation)

Hosts: David Filip, John Watkins

Synopsis: The language services industry is awash with standards. How do we know which standards can help us with our projects? Whether it is XLIFF, ITS or another acronym, it is time for clarity. We are happy to bring you industry experts for a full day of helpful information, offering real world examples of user-ready processes. Come prepared to learn from others and share your own experiences with standards. The content is ideal for both client and supply side — anyone who is trying to improve their language services workflow.

Please click here for more detailed information.

Wed, Oct 9: 9:00-5:00 AM


P03: Developing a Global Content Strategy

Speakers: Paula Land (Strategic Content/Content Insight), Val Swisher (Content Rules)

Synopsis: If you want to deliver the right information to the right people, at the right time, in the right format and language, you must start with a content strategy. Attend this full-day workshop to learn how to get started. We will teach attendees the seven components of global content strategy, how to conduct a content inventory and content audit, and we will share a useful mix of global content strategy best practices. Attendees will break off into groups and participate in real-world, hands-on exercises including working on actual website content. They’ll participate in an online global website content inventory and audit (using a web-based tool) and share their recommendations with the group. Computers with a wireless connection to the internet are recommended.

Wed, Oct 9: 9:00-5:00 AM


P04: Localization For Start-ups

Speakers: Daniel Goldschmidt (Microsoft), Oleksandr Pysaryuk (Achievers)

Synopsis: This session will focus on localization in the context of any small, fast-growing start-up-like company that is just entering or planning to expand further into new local markets. Participants will learn about things a start-up needs to do early to prepare its product for global users. The following subjects will be covered:

- Introduction into the world of start-ups (incubators, pitches, venture capital, growth, exit and so on)
- Making a decision to localize
- Winning executive support
- Setting up a localization function in a start-up company
- The importance of international product management

Special focus will be on what a start-up needs to do before considering launching a product, a website, a mobile application or a web platform in other languages — internationalization of software, making content world-ready. Participants will gain an overview of the localization tasks, processes, issues, tools and localization maturity. There will also be time for the exciting practical part where participants will have a chance to create their own context and apply localization layers to it.

Wed, Oct 9: 9:00-12:30 PM


P05: Localization Sales and Marketing Round Table

Speakers: Melissa Gillespie (Common Sense Advisory), Aki Ito (TOIN/LocalizationGuy)

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.

Wed, Oct 9: 1:30-5:00 PM


P06: User Experience (UX) Localization Workshop

Speaker: Alberto Ferreira (Avira Operations GmbH)

Synopsis: A perfect interface can become an internationalization nightmare. Undisciplined design, rigid layout models, indiscriminate use of text and critical choices of images and colors can hinder localization and endanger the product's acceptance by an international audience. In a modern contemporary global market, design and branding are critical issues that require geostrategy and an optimized application design.

The UX Localization Workshop will combine practical design advice and techniques with the latest cultural studies to produce a unified approach on how to review and adapt user interface (UI) design to international audiences. Beyond the conventional translation and in-country review, we will present new perspectives on how to maximize user accessibility and improve UX for international users through an integrated localization approach, with a special focus on the web and Windows platforms.

Key points will include:
- Define call flow for specific cultures (such as Chinese, Arabic, Anglo-American and so on)
- Adapt culture models to UI requirements
- Define culture-specific user personas
- Optimize internationalization principles
- Review dialogs and interface elements
- Adapt string content to maximize translatability
- Analyze universal and nonuniversal symbols
- Typesetting, kerning and typography adaptation
- Cultural relevance of content

The maximum number of participants is limited to 20. Register now to learn how to give your apps a unique but universal appeal!

Wed, Oct 9: 9:00-12:30 PM


P07: Agile Round Table

Speakers: Mike Abbott (Adobe Systems, Inc.), Peter Green (Adobe Systems, Inc.), Marcia Rose Sweezey (Teradata Applications)

Host: Alberto Ferreira

Synopsis: Join us for the Agile Round Table where top-tier industry experts share their know-how and experience and discuss the tough questions of agile implementation in demanding localization workflows. Learn how market-leading and blurring-edge companies faced and resolved common internationalization and localization problems and challenges in order to extract the most business value from their agile projects. Bring your own advanced expertise and share your impressions on how the agile transformation impacted project roles, workflows and continuous deployment at your company. Bringing together practitioners and elite thinkers, the Agile Round Table is the ideal platform for the hard talk on the challenges presented by agile localization and insider information on how to overcome them.

Agenda:

Session 1:
Overview of the State of Agile
Speaker: Alberto Ferreira(Avira Operations GmbH)

Session 2: Adobe Agile Localization Case Study
Speaker: Peter Green (Adobe Systems, Inc.)

Session 3: Discussion
- Agile as standardized methodology or adaptable process
?
- How have you modified the agile process to fit your corporate culture?
- How would you change agile methodology?

Break

Session 4: The Evolution of Agile: Present and Future
Speaker: Marcia Rose Sweezey (Teradata Applications)
- Benefits of agile: Why agile? What to get out of it?
- Challenges and trade-offs in agile implementation

- Control: Metrics and quality control

Advisory Committee: Alberto Ferreira, Rob Jaworski, Gaetano Terranova, Tex Texin

Participants in this round table must have at least two years of experience with agile.

Wed, Oct 9: 1:30-5:00 PM


P09: GlobalSight Boot Camp

Speaker: Vincent Swan (Welocalize)

Synopsis: This is a continuing, informal forum in the series of preconference day presentations by the GlobalSight team. There will be a presentation and demonstration of the exciting new features added to GlobalSight in the last year and a preview of some of the new features that are on the roadmap for implementation later in the year. There will also be an opportunity to meet some key members of the GlobalSight team and to discuss any deployment or setup challenges you are encountering. Items covered will be of interest to translators, administrators, technical teams and client users. We will share best practices and some tips and tricks to help you develop or improve your GlobalSight setup. Please come and share your feedback with the team or learn more about GlobalSight and our other technological solutions.

Wed, Oct 9: 1:30-5:00 PM


P12: Game Localization Round Table

Speakers: Andrea Ballista (Binari Sonori), Paul Chavez (Sony Network Entertainment International), Harrison Deutsch (Sony Computer Entertainment America), Nancy Ferreira da Rocha (Spil Games), Mohamed Samir (EAST Localize), Gene Semel (Sony Computer Entertainment America), Kate Stam (Spil Games)

Host: Simone Crosignani

Synopsis: This full-day round table consists of several distinct sessions presented by experts in game localization and 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: Michaela Bartelt, Miguel Á. Bernal-Merino, Simone Crosignani, Stephanie O'Malley Deming, Laura van Nigtevegt, Vanessa Wood

Space for this session is limited. Please contact Simone Crosignani to obtain a session code necessary for registration.

Wed, Oct 9: 9:00-5:00 AM


TAUS: Translation Quality Evaluation Summit

Speakers: Olga Beregovaya (Welocalize), Andrew Bredenkamp (Acrolinx), Rahzeb Choudhury (TAUS), Ruben de la Fuente (PayPal), Raymond Flournoy (Adobe System, Inc.), Ryan Martin (Intel Corporation), Joël Sigling (AVB Vertalingen), Willem Stoeller (Localization Institute), Jaap van der Meer (TAUS)

Synopsis: Since quality evaluation (QE) in the translation industry is problematic, TAUS has worked with its members to develop a dynamic approach to QE: The Dynamic Quality Framework (DQF). Variable factors such as the type of content, turnaround time and intended audience determine the approach and method that is selected to evaluate the quality of translation. At the QE Summit hosted at Adobe, participants will discuss the DQF and the creation of an industry-shared platform for measuring and benchmarking translation quality.

This session will be held at Adobe in San Jose.
Please click here for more detailed information.

Attendees who register for both the Localization World conference and the TAUS Summit will receive a discount to the Summit.

Wed, Oct 9: 9:00-5:00 AM
   
   
 
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