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Localization World Bonn Germany: Keynote Panel: Double the Language Challenge Aiman Copty, Oracle; Jim Fagan, Bowne; Bernhard Kohlmeier, Microsoft; Mark Lancaster, SDL; Heinz Lueken, SAP In the twenty years of history of the localization industry, the number of target languages for software publishers has doubled many times. It is tempting to draw a parallel to the frequent doubling of computer processor capacity and communications bandwidth. The localization industry has expanded rapidly from originally taking care of French and German only to ‘FIGS’, then expanding to eight European languages and then doubling to 16 languages, including ‘CJK’, and now doubled again to 32 languages, including the new European languages. Some global companies already reach more than 60 languages. The global expansion combined with the growth of information volumes poses some interesting challenges for the future of the localization industry. This panel of visionaries will discuss these challenges and zoom in in particular on the following topics:
Keynote: 'Global Power Brands' and Marketing Economies of Scale: Fact or Fiction? In this keynote speech, Professor Arnold will analyze the assumption behind the pattern of globalization adopted by many high-profile marketing-driven corporations: that future markets will be dominated by global ‘power brands’ that have the scale and marketing support to out-gun local rivals, in terms of both consumer equity and distribution presence. He will examine the empirical record of recent efforts to pursue this global power brand strategy; the evidence regarding the performance of local or regional brands; and recent research into spending on marketing communications and patterns of consumer response. The picture that emerges is one that partly questions the global power brand strategy, and offers qualified hope for well-managed smaller brands. About David Arnold: Dr. Arnold’s major areas of expertise are international marketing, branding, the process of market analysis and strategy formulation, and global account management. Publications on these topics have appeared in Harvard Business Review, Journal of International Business Studies, Sloan Management Review, California Management Review, and the Marketing Science Institute paper series. He is the author of The Handbook of Brand Management, published in ten languages. His new book, The Mirage of Global Markets, was published in 2004. Arnold is an active consultant and educator in these areas, having worked with companies around the world and acted as visiting faculty in international marketing and strategy at business schools on four continents. Current recent corporate clients include Astra Zeneca; Henkel KGaA; EMI Recorded Music; Legrand; VNU; Barclays Bank; McKinsey & Company; and KPMG. He was educated at University College London (BA in English Literature), Royal Holloway College London (MPhil in Modern Drama), City University London (MBA in Marketing), and Harvard Business School (DBA). His professional background includes periods in UK central government, international co-edition publishing, advertising and promotions agency, and as a business school marketing manager. PERSPECTIVES A01. Double the Language Challenge: EU Translation Technology Political and financial pressures have affected the ability of European Union (EU) translation services to prepare for enlargement. This presentation will draw on research at various EU institutions — language services in the Commission, the Parliament, the Court of Auditors and the Translation Units in Luxemburg and Brussels — to explore the role electronic translation tools played during and following the experience of enlargement. It is based on interviews with in-house tools developers and trainers, heads of units, translators from all EU states (including those from accession countries), Helpdesk staff and members of the inter-institutional working group on CAT tools and workflow. It will give an overview of the problems and opportunities faced by existing and new translation units in the context of EU enlargement The presentation will assess how effectively the institutions’ in-house tools were used to address the huge increase in translation workload. It will provide concrete, comparative illustrations of how translation tools can be used efficiently by any multilingual organization — or those working in language services — to manage sudden increases in workload. A02. What does the EU expansion mean? In this presentation, Mr. Cermak gives an overview of the expansion strategy and criteria applied to the ten countries that joined the European Union last May, the process of integration, and what needs to be addressed in the short-term and long-term with respect to these new members. This presentation will also outline the status of additional member states. A03. Global Content Value Chain Translation and localization present a paradox to most organizations. While they enable companies or governments to tailor their products or messages to other countries, these disciplines receive less funding and visibility than their importance would call for. The addition of more countries and languages to the European Union will only intensify this paradox. Based upon research to be published later this year, this presentation defines “global content value chain” as a corporate strategy meant to align business needs with technology infrastructure based upon the changing value of information. Attendees will benefit from an understanding of the requirements of the global content value chain and walk away with an overview of the software solutions that they can use to create, modify, use and manage content for multiple international markets. A04. Localizing eProcurement One of the areas of greatest potential for web globalization is in leveraging integrated eProcurement across national borders. These solutions streamline the supply chain, secure cost-savings and eliminate organizational redundancies. Taken across borders, eProcurement can also support the localization of product and service nomenclature and identify cross-sell and up-sell opportunities via multilingual, multicultural markets. This Perspective presentation will introduce eProcurement and explain how business-to-business internet trading exchanges, value-added network communities and meta-markets will shape the business climate of the coming decades. It will cover issues such as:
Proponents envision this B2B process as the leading component of Internet trading exchanges of the future. Localization will establish multiple online value-added business communities across a wide spectrum of industries. Forerunners of global meta-markets with potential economic capitalization are forecasted to be worth $200 trillion by the year 2010. The main caveat is to incorporate manageable return-on-investment goals with localization ventures to measure success and preserve competitive momentum. A06. Double the Languages Without Doubling the Cost Adding localization to software can be expensive. For “marginal” markets, with small populations and limited market potential, projected demand is often not sufficiently large to offset the cost of the localization. Yet without localization it is difficult to create sufficient customer interest in the product to even start building that demand. It is a classic Catch-22, and one that is particularly relevant in some of the newer markets of the expanded European Union. This Perspective will reveal some of the techniques that can be used to break this cycle, using low-cost business models and scalable engineering methodologies. The single biggest obstacle facing companies that wish to create localized software for a marginal market is often the cost of doing so, and this presentation will explain methods for increasing language coverage while managing the cost of doing so. A07. The Challenge of Managing a Global Dialogue The role of public relations in the global economy is changing as a result of the rise of individualization. How can global brands maintain their status when the criteria for success is shifting from “simple” awareness to a more complex set of interactions based on establishing authenticity with target audiences? The session will explore the background and potential impact of individualization and cover key learnings from Text 100’s experience in managing global, regional and local communications for technology companies for the past 24 years. A08. Lean Sigma in Translation: How to Make Friends and Influence People What is the lean sigma? How does it differ from 6 sigma? How can it be used in a localization project? Sigma is not a new or magical concept but a continuation of total quality management. Everything in life is a process: making coffee, brushing one’s teeth and so on. You can break down any process into steps and quality in measurable units. In this session we will summarize the outcomes of the steps of “define, measure, analyze, improve and control.” The session will include a Medtronic case study: “Reduction of the translation cycle time for Japanese translations.” POINT-COUNTERPOINT B01. Bottlenecks in Automotive Translation Volumes of documentation keep growing, and turnaround time is shrinking as models are changing more frequently. How do vendors handle this? What are the bottlenecks? Are there sufficient automotive translators out there? In particular for new languages in Eastern Europe and Asia? What are the experiences with training of translators? Are we compromising on quality? Review and validation of translated documentation are issues for many buyers and providers. There is a lack of subject matter experts, again in particular for new languages. How can we prevent review and validation holding up the process? What can be done with automated translation quality assurance? Can review be outsourced to external specialists? What is the cost of validation and review? This panel will grow out of a special automotive workshop on the preconference day. The panelist will discuss the challenges that the automotive translation world is facing today. B02. Where Have All the Translators Gone? The shortage of translators and interpreters for the languages of the new EU member states has been noted in the press, and has been experienced in a practical way by suppliers as well as users of language services. Many trained and experienced translators have seemingly moved to Brussels or other locations to work directly for the EU and its agencies. For some languages, there simply seems to be a shortage of qualified linguists. This Point-Counterpoint will address the need for new languages in the expanded EU and the impact this has on the translation market in Europe. It will ask questions such as:
The panel will seek to answer these questions and draw conclusions, thus providing a view of how the supply side is managing this issue. B03. A Matter of Quality Translation and localization services are generally purchased on the basis of three criteria: cost, time and quality. Whereas cost and time can be measured very accurately, quality remains undefined and subjective. Attempts have been undertaken to capture quality in metrics, such as the J2450 and the LISA Quality Metrics, but the jury is still out on how effective these measurements really are. Growing volumes of information and more language pairs lead to increasing localization costs while turnaround time for localization projects is squeezed. It is time for us to measure quality in the same way as we know our costs and our delivery time. How do different industries deal with these most fundamental questions. In this Point-Counterpoint session, corporate translation buyers from the medical, automotive and IT industries will discuss their approaches to understanding and measuring quality. B04. Double the Language Challenge: EU Translation Technology What is the impact of the EU expansion from 11 to 20 languages on translation agencies and translation software developers. What does it mean in economic and practical terms? Currently, the EU uses several translation technologies and a vast number of translation agencies. EU translations form the biggest business from a single organization feeding the translation agencies all over Europe. The recent EU addition has made relatively small translation agencies in the new member countries into substantial players. This panel will discuss and speculate about the current and future use of translation technology within the institutions of the EU. B05. VENDORS ONLY Managing Currency Fluctuation Moderator: Arturo Quintero, Moravia Worldwide
B06. In Search of New Business Models Twenty years of localization history has brought little change, as many of the small and mid-tier language service providers claim. Customers outsource, vendors produce. The increase in target languages has lead to consolidation and the creation of global — so-called MLV — suppliers. It is time to rethink this basic model of outsourcing, so claim some of the thinkers and visionaries in the language industry. Does size really matter? Technology, in particular workflow automation and e-commerce, will stimulate the disintermediation. And what about the price pressure? Is it just a temporary upheaval or is it part of the evolution? A panel of translation industry entrepreneurs will discuss these viewpoints and arrive at a perspective of the business models that the localization industry may be settling on. B07. Translation Strategy: In-house vs Outsourcing After fifteen years of carefree outsourcing, buyers of translation services seem to be rethinking their strategy. They want more transparency and control over budgets, deliveries and, most importantly, linguistic data (translation memories and terminology). One approach is to take translators internal as Medtronic in Europe and some other companies are doing. Another approach is to set up strict agreements with regional or global vendors about transparent business models, shared workflows and ownership of linguistic data. This panel brings together the viewpoints from a global vendor, a regional vendor and a customer who is determined to get more ownership over the translation process. B08. Localization Trek: The Next Generation Moving on to the next generation of software localization, for instance from source level localization to binary localization or entering the world of web services with .NET localization, how do you handle complex software localization challenges and still guarantee simultaneous shipments with a trusted ROI scenario? If your daily work takes you into the more technical field of software localization, you would certainly like to listen to the leaders of the companies that develop the software localization technology. B09. VENDORS ONLY Vendor Metrics Initiative In this vendors-only Point-Counterpoint, consultant Rose Lockwood will present a proposal for establishing a supply-side Vendor Metrics Initiative. The session will be an opportunity to debate the merits and demerits of various approaches to measuring the localization industry. Participants will help define the measures to be used, methods of collection and the business model for the initiative. The expectation is that the result will be a launch of a new vendor-driven research program. Issues:
PRAXIS C01. Establishing Relationships in Central and Eastern Europe This jointly presented client-supplier case study will describe the successful cooperation between St. Jude Medical CRMD and Moravia Worldwide as SJM first localized technical documentation for Central and Eastern Europe (CEE) in eight CEE languages. Together, SJM and Moravia worked to develop methods and procedures and a strong working relationship while functioning within the regulatory constraints compulsory in the life sciences sector. The presentation will portray how the relationship between SJM and Moravia has developed and evolved and how the collaborative association of our two companies has led to increased openness to address unique client-side requirements, to continuously improve processes and to jointly apply methodologies and technologies/tools to solve problems unique to Central and Eastern Europe languages. The presentation will cover:
C02. Open-source Translation: Standards and Technology This Praxis session will explore ways to make translation tools more widely available by using open standards accessible for the translation activities of the open-source community, as well as other projects that share the philosophy of open-source. There are many benefits to this approach:
The presentation will highlight the use of open translation standards such as TMX and XLIFF. Concepts behind and the use of open source translation tools will be discussed in detail. C03. Harmonizing Automotive Terminology and Licensing Translation Memories The automotive documentation world already knows about a small thinking group on the topic of “Unified Automotive Terminology.” Although no results have been released so far, the theme pops up again and again. Automotive documentation is often authored by non-native speakers of English. This further complicates the process of terminology control. This panel will discuss the needs for translation suppliers to work more closely with the authors of documentation to streamline production processes. The thinking from unifying terminology quite naturally evolves towards sharing and licensing translation memories across vendors and manufacturers. C04-05. Implementing Global CMS at Medtronic — a Workshop Or, everything you’ve always wanted to know about GCMS but were afraid to ask. Six years ago, a Medtronic team began designing and implementing a global content management system (GCMS). The resulting world-class solution succeeded well beyond the business case. The process involved many good decisions and, of course, some mistakes. Lessons can be learned from the successes and the failures shared in these sessions. Each topic covered in this double session starts from a brief description of the choices made and the results achieved in implementing the Medtronic Advanced Publishing System (MAPS). For each topic, audience participation is encouraged. We will wonder together how to work through the maze of competing information from vendors, consultants, and numerous other (sometimes competing) sources of information in this exciting arena. The presentations will address the following topics:
The target audience for this combined 2-hour session includes owners of authoring and localizing processes, owners of document cycles for source and target languages, and owners of global documentation strategies. The double session is designed to be useful to participants at any stage of GCMS:
C06. Terminology: How to Have the Chicken Before the Egg This session will look at terminology issues from two different perspectives. First, we will see a case study of how terminology is managed while a product is being developed. This is an example of creating efficient terminology management from the very start of a product cycle. At Medtronic, proactive terminology management has streamlined the localization process so that the terminology editing effort is minimized and translator productivity maximized. C07. Content Improvement Strategies for the Rest of Us C08. Linguistic and Contextual Quality in Automated Translation Translation automation is becoming more and more of a focus for the industry, whether it is based on leveraging previous translations or using machine translation. Linguistic quality and translation automation seem to have an inverse relationship, or do they? Representatives from the technology and service communities discuss ways to achieve and maintain linguistic and contextual quality while using automated translation systems. Various perspectives on automated quality assurance are discussed. On a level of source control, terminology can be limited, and style and grammar can be monitored closely. When centralizing translation memories several mechanical checks can be performed to increase the confidence in linguistic data. Using statistic-based machine translation introduces yet another set of challenges and opportunities for mechanically assuring quality. C09. Instructions for Use: What Must We Translate, for Whom? The enlargement of the EU has brought new challenges to the medical-device industry. Do we really have to translate the “Instructions for Use” (IFU) to all the new languages, even if we only sell to professional users? This Praxis session will cover the legal aspects of translations of IFUs. It will also describe the scope of the translation as well as some suggestions on how to keep the costs down. GALA Informational Session This short session is for companies interested in learning more about the Globalization and Localization Association (GALA) and its activities. GALA membership is open to any company providing translation, localization, internationalization, or globalization products or services, including tools developers, training suppliers and consultancies.
P01. Introduction to Medical Localization Workshop A workshop for customers and (future) providers of medical localization services. During this half-day event, several issues that distinguish medical localization from ‘normal’ localization will be discussed. How different are the localization requirements of the highly regulated medical sectors, compared with those of professional software publishers? Why does medical localization seem to be more complicated than localization for other industries? Is liability really a big issue? How do pharmaceutical companies, medical device manufacturers, biomedical companies and clinical research organizations organize their localization processes, and what are their business models for QA and review cycles. Special attention is given to the specific issues concerning the new languages of the expanded European Union. This workshop is set-up as a general introduction as well as an in-depth information session, where the presenters share their many years of medical localization expertise. Presenters: P03. Medical Localization Round Table The Medical Localization Round Table, scheduled for the preconference day (May 31), is a focused one-day meeting for people responsible for localization and translation in the medical field. The morning session is open to buyers only. In the afternoon vendors may join the group. The format of the meeting is one of brief presentations, followed by an open discussion that allows for sharing of experiences and insights. We expect to bring together a group of thirty to forty practitioners. The Medical Localization Round Table offers the opportunity to exchange unbiased information. Medical companies planning their translation and localization processes can lose a considerable amount of management time searching for information about processes, technologies, specifications, standards and costs, as well as talking to multiple providers of tools and solutions. At the Medical Localization Round Table in Bonn, participants can establish contacts with their peers in the medical device industry and exchange valuable information, which potentially saves them a lot of time. The open exchange of experiences and insights at this round table meeting will reduce the risk of making uninformed decisions. The sessions will be moderated by Ulrich Henes, director of The Localization Institute. You can register for the Medical Localization Round Table through the normal registration procedure. However, if you would like to reserve a seat (as the number of participants will be limited), please send an e-mail. The fee for attending the Medical Localization Round Table is €350 for the full day and €175 for half day. Agenda Morning Critical localization department procedures (clients only) Vendor selection and retention (clients only) Afternoon Vendor selection and retention (clients and vendors) Best practices for sharing tools, documents, and information Roundtable Advisory Board: P04. GALA Workshop: Marcom P05. GALA Member Meeting The GALA Meeting is for representatives from member companies only and will be followed by lunch. Each member company is invited to send one designated spokesperson (voter) to the meeting free of charge. If your company would like to send additional attendees (non-voting), there will be a fee of €25 to cover expenses (coffee break and lunch). P06. TILP: Ask the Experts: Microsoft .NET Localization — Problems, Solutions, Best Practices
The presenter of the workshop will be Florian Sachse, managing director of PASS Engineering and developer of the Microsoft .NET localization solution of PASSOLO. The workshop will be tool neutral, no localization solutions will be discussed or used. To allow attendees to get hands-on experiences, PASS will provide a free license of an in-house tool called INSPECTOR, which can be used to identify and track down Micrososft .NET localization problems. The Institute of Localisation Professionals (TILP) has the primary aim to develop professional practices in localization globally. TILP is a non-profit organization, owned by its members and lead by a council elected at its annual general meeting. TILP represents the localization industry professionals and professionals active in localization-related areas. TILP organizes regular Ask the Experts sessions where professionals share their knowledge with TILP members. These one-day events give TILP members the opportunity to ask the world’s experts about current issues and trends in localization. Non-members may join TILP online. P07. Translation Automation Workshop This full-day workshop is a comprehensive and practical introductiosn to the use of machine translation (MT) in various enterprise environments such as documentation translation, multilingual customer support, intranet and research. Integration with existing translation memory systems and new workflow systems is critical to the success of an MT implementation. The workshop is presented by representatives from Cross Language, a consulting and system integration company dedicated to translation automation; Language Weaver, an MT company; and acrolinx, a standardized writing software company. For more information, please download this description. Translation Automation Workshops at Localization World Conferences are energetic and dynamic with active involvement from the participants. The workshops are usually attended by some fifteen managers with different backgrounds. Here are some observations from participants in the Seattle and Bonn workshops:
V03. TRADOS TeamWorks — Streamline Your Localization Processes V04. SDL: Authoring for Translation V05. AuthorIT: Managing Content — the New Challenges and Changes V06. Alchemy: World Preview of Alchemy CATALYST 6.0 Localization World — Producers
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