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Localization World Seattle: SPEAKERS: The CEOs of Lionbridge and SDL, Rory Cowan and Mark Lancaster, share their viewpoints on the directions of the industry. Is language still important? Or is it all about technology? What do customers want? Can we off-shore translation? Will there still be a role to play for the small and medium translation companies? The localization industry is changing its fundamentals now, and the industry leaders tell us what to look for.
SPEAKER: Adam Freed, Google Adam Freed, Google's Director of International Product Management, discusses the changing linguistic universe of the Internet, the challenges that change brings, and the cultural rewards to be reaped by linking all the world's people with all the world's information. When people first began talking about the advent of something called the World Wide Web, it might as well have been called the North America Wide Web. Content was largely created in English by and for English speakers. Today, 77% of the world's online population is outside the US and most of them primarily speak a language other than English. Companies are increasingly interested and engaged in this global opportunity. And of course, the localization industry continues to grow as companies aggressively localize their products for markets from Germany to China and far beyond. However, we live in a world where there are hundreds of languages with more than a million speakers. We live in a world where the vast majority of the world's population is still not yet even online. So even when a company localizes and ships a product into 10 countries, we're still only scratching the surface of our potential reach. Imagine a world where the Physician's Desk Reference or the Merck Manual is accessible in hundreds of languages. Imagine a world where Estonian speakers don't just have access to the thousands of books written in Estonian, but also to the millions of books written in English. Imagine a world where not 100 million Chinese-speakers access the Internet, but 1 billion. The possibilities abound. The challenge for technology and localization is to bring them to fruition. A. PERSPECTIVES Localization World Perspectives are "conventional" conference presentations. Speakers provide perspectives on various aspects of localization, usually from the customer’s point of view and with a less technical focus than in other types of sessions. Perspectives are hosted by industry specialists and experts who introduce the topic as well as the speaker, providing context for the Perspective. The Proper Place of Men and Machines HOST:
Jaap van der Meer Twenty-five years later, Rose Lockwood reviews progress in achieving the right balance between men...and women...and machines in the translation process. Was Kay too pessimistic — have advances in linguistics, and other technologies, improved the practical usability of translation machines? What are the limitations of state-of-the-art cooperative man-machine systems that have evolved as translator-workbench and memory tools? Is Kay's prediction that gradual enhancements of man-machine systems would lead to true machine translation achievable? It's been nearly 60 years since the first serious work on machine translation. How far have we progressed toward the proper place of machines in language translation, and what does the future hold? A1 Wednesday 11:00 PERSPECTIVES Reap the Benefits of Easy Localization HOST:
Donna Parrish Synopsis: Avaya has limited staff to do translation and localization, so automation of processes is key to the global success of the company. In this perspective slot we will hear about two interesting examples of automation at Avaya. One is about 'customer self-service' in localization and the other one is about automation of localized software testing. Charles Wrobel will present the Avaya solution for business partners and regional offices to do their own translations of the Communication Manager software that runs on the Avaya PBX systems. The 700 text messages that come with the software to support the phone features have been externalized from the source code. Languages can now be added withouty the necessity to recompile the CM code. This 'customer self-service' solution allows Avaya to add language support for more languages very rapidly. Arta Doci will share insights in how Avaya has been able to automate the localized software testing. Testing and maintenance still accounts for 75% of software products' costs. Testing automation is being adopted to reduce the above mentioned costs and to shorten the time-to-market interval. These same benefits grow proportionally with localized software that supports multiple languages and platforms. In this paper we explore automation testing of localized software, its challenges and benefits, the various approaches and metrics to quantify success. A case study will illustrate the use of an automation tool (Silktest) to execute localization test cases.tion test cases.. A2
Wednesday 1:30 PERSPECTIVES Practical Approach to Automation: From Strategy to Integration HOST:
Kathleen Bostick Synopsis: Global corporations maintain a plethora of systems to maintain their relationship with their customer base, but in many areas, localization is still a manual or semi-automated — process. There are many gated functions that still require labor-intensive effort in order to produce translated information. However, in recent years, the variety of systems that is used to produce, store, localize, and deliver content to those same customers has matured. Yet, to gain greater ROI and time efficiencies from an "integrated" environment, localized content needs to follow an automated path through these disparate systems — a unified platform that provides a cohesive system and ultimately produces a complete content life cycle. This session will review a unified model of integration and the issues of integration that need to be addressed in order to produce such a model. A3 Wednesday 3:00 PERSPECTIVES Localizing Within the Borders: Targeting Hispanics Online HOST:
Gordon Husbands Synopsis: Forty million Hispanics in the United States — 14 million are online, more than the combined online population of Argentina, Bolivia, Venezuela, Peru and Colombia. The United States is the fifth largest Spanish-speaking country in the world. So how do you target this lucrative Hispanic market online? How do you localize websites for Hispanics? How are companies targeting Hispanics online?. A4 Wednesday 4:30 PERSPECTIVES L10N in 2010 — Market Forecasts From a Business and Technology Perspective HOST:
Gordon Husbands Synopsis: Beninatto and DePalma will present recent localization industry analysis and forecasts and deliver market forecasts from a business and technology perspective for the next five years. The Perspective will look at how technology will drive and shape the industry from user and buyer perspectives, the state of the marketplace based on recent acquisitions and how the industry players will be affected in the future, as well as tips and trends for buyers procuring services in the changing localization landscape. A5 Thursday 10:30 Localization in the Global Retail Environment: Getting a Fair Share of Worldwide Sales at the Highly Competitive Point of Purchase HOST:
Kevin Bolen Synopsis: The challenge for all global companies is not only to develop and rapidly deliver training programs that teach product knowledge and applied sales skills but also to ensure that those programs support salespeople in the global retail environment. Training programs have to be delivered in a method that suits the culture of the local sales force and be both culturally meaningful to the end user and supportive of the corporate brand and message. Microsoft's Windows Mobile brand offers an operating system that goes into over 100 devices in more than 20 countries and more than a dozen languages requiring localization and minor OS customization. Microsoft asked Via Training, a web-based training company, for a training program equally flexible and equally adaptable to local market training demands. This presentation will provide guidance for managers creating training content on:
A6 Thursday 12:00 PERSPECTIVES Implementing a Translation Enterprise Solution at KRONES AG HOST:
Ulrich Henes Synopsis: This presentation is a user case of a global company implementing a translation workflow system. It will cover all the issues tackled before, during and after the implementation:
B.
POINT-COUNTERPOINT Localization World Point-Counterpoints are designed to highlight and stimulate debate about hot topics in the localization industry. A Moderator, who is knowledgeable and experienced in the subject, will manage a point-by-point debate between two or more panelists who focus in on what really matters to our delegates. Online Bidding for Localization Services MODERATOR:
Michael Cárdenas Synopsis: Online bidding for localization services has become a hot topic. This point-counterpoint will present the different points of view from the different business sectors. For example, vendors hate to be forced to be part of this type of venue. We think it cheapens us. Clients want to be able to find the best solution for the best price. And portals like to sell the concept of global cost reduction to clients. B1 Wednesday 11:00 POINT-COUNTERPOINT Translation Workflow. Make or Buy? (Part I) MODERATOR:
Jost Zetzsche Synopsis: Many translation companies and localization departments have started developing tools, varying from project tracking to terminology tools and forums for information sharing. Some have evolved to complete workflows, including translation memory management and client portals. But internal development of tools often proves to be more costly than originally budgeted, and it does not always bring all the benefits that were expected. Often the internally developed tools are replaced by standard tools. The many tasks in the translation office are managed with a wide range of separate and incompatible tools. Why is it that companies again and again develop their own suites of translation management software? Are there any success stories. Rather than making your own software, you could buy a ready-to-use workflow system of the shelf. What are the pros and cons of making or buying? In this double session the panel presents a summary of the viewpoints from a preconference workshop. We will hear about the successes and failures from both sides of the camp. B2 Wednesday 1:30 POINT-COUNTERPOINT Translation Workflow. Make or Buy? (Part II) MODERATOR: Jost Zetzsche Synopsis: Many translation companies and localization departments have started developing tools, varying from project tracking to terminology tools and forums for information sharing. Some have evolved to complete workflows, including translation memory management and client portals. But internal development of tools often proves to be more costly than originally budgeted, and it does not always bring all the benefits that were expected. Often the internally developed tools are replaced by standard tools. The many tasks in the translation office are managed with a wide range of separate and incompatible tools. Why is it that companies again and again develop their own suites of translation management software? Are there any success stories. Rather than making your own software, you could buy a ready-to-use workflow system of the shelf. What are the pros and cons of making or buying? In this double session the panel presents a summary of the viewpoints from a preconference workshop. We will hear about the successes and failures from both sides of the camp. B3 Wednesday 3:00 POINT-COUNTERPOINT MT — Different Approaches — What and How to Deploy MODERATOR: Mike Dillinger Synopsis: Machine translation (MT) is arriving in our daily operations as yet another productivity tool to help us lower the localization barrier for international business. MT has a long history of more than fifty years of research and development. Different schools of thought have emerged about what the best approach would be to crack the language translation problems. The dispute today is whether the "old" rule-based MT systems or the modern data-driven systems deliver the best-quality results. Within the data-driven camp there is yet another division between statistical and example-based approaches. How relevant are these academic dilemma's for the day-to-day production in the localization industry? In this session the panel of users and developers will share their insights in the different approaches, but most of all they will share their experiences in deploying MT internally or at their customers' sites. In this double session the panel presents a summary of the viewpoints from a pre-conference workshop. B4 Wednesday 4:30 POINT-COUNTERPOINT Japan Localization Today: Same as Any Language or Different? MODERATOR: Aki Ito Synopsis: It is normally taken as common knowledge that Japanese localizations are different — they take more time, involve more steps and cost more. The error rate is high, subjective language issues do not get resolved, aesthetic quality is insufficient, there are more client review cycles than planned and more rework needed, and miscommunication happens. Or is it so? This point-counterpoint session will focus on the current state-of- the affairs of the evolving Japanese localization environment and include the views, shared experience and practical recommendations from the client and the supplier perspective. The topics covered will include the following:
B5 Thursday 10:30 POINT-COUNTERPOINT Aligning Your Business to Optimize Documentation — What Is the Right Approach? MODERATOR:
Jaap van der Meer Synopsis: To adopt the global view of documentation, we need to look at the total lifecycle of production as it occurs across three primary areas: Creation, Management and Localization. To maximize the cost and time to market benefit we must not merely join the dots but look at the complete cycle as an integrated process. In most organizations a disconnect occurs on both an organizational and philosophical level. Organizationally, these processes tend to report into different functional areas. Creation will tend to be managed within the product development function, either loosely or as a formal documentation team. Localization is often outsourced to several language vendors who may be engaged by in-country marketing teams or some central translation team within the company. Driving the ROI on the management of this information is sometimes lost between the two. Regardless of the actual implementation, the reality is that few organizations adopt a true global perspective on the development and deployment of their documentation. Instead, each of these functional areas is tasked with optimizing their own spend and efficiency. Creation teams may focus on pages-per-hour or cost-per-page to determine the value of their authors. Translation managers will emphasis price-per-word and words-per-day to gauge the contribution of their vendors. By focusing at the unit level in each of these areas, the company assumes it is obtaining the lowest possible cost and fastest possible turn around time. The fallacy here is that such analysis fails to consider the impact of the original source material on the downstream efforts. The panel will discuss the opposing views as to why organizations are not aligned to maximize this benefit, drawing on real experiences within their own operations. We will consider the key opportunities or barriers of change. The audience can make parallels with their own business groups and have the opportunity to discuss change. discuss change. B6 Thursday 12:00 POINT-COUNTERPOINT Creating a Win-Win: How Vendors Can Collaborate for Better Results (vendors only session) MODERATOR:
Daniel Carter Synopsis: Would you like to get more business, increase profits by collaborating with partners to be more efficient, or have a more stable workload and revenue stream by sharing risk with other companies in our industry? There are many examples of partnerships and successful collaboration among translation, localization and internationalization companies. To quote one GALA Member, "My company's capabilities are limited, but I have 160 companies in GALA that I can work with. I have several cases of collaboration among GALA members and it's benefiting each company. It would be great if we can create a more efficient procedure to find partners and collaborate with them." In this vendor-only session we will take a look at vendor collaboration, ranging from simple outsourcing of translation or other localization tasks, to more complex marketing and operational consortiums. Some of the topics will include:
A panel of GALA members that have put together different kinds of partnerships and collaborative efforts will briefly describe some of their experiences. This will be an open and interactive session, sharing experiences, ideas, and solving real problems when companies are working together in our industry. B7 Thursday 2:30 POINT-COUNTERPOINT C.
PRAXIS L10N and I18N: The Superhighway to Multinational Business Success FACILITATOR: Kevin Bolen Synopsis: Maria Koroknay and Brant Gibbons will discuss how to manage content so that it can be easily localized and internationalized for multinational organizations and purposes. Using the Global Content Manager and XLIFF, Knowledge Anywhere, a company that specializes in building technology-based learning solutions, has streamlined the process of localizing on a grandiose scale. Its system allows clients to experience all of the benefits of localization and internationalization without realizing the cost typically assumed cost associated with such services. Knowledge Anywhere has experienced immense success with its multinational e-learning modules, custom-content capabilities and unique expertise. Gibbons will show how its client, Dade Behring, one of the largest clinical diagnostics company in the world, implemented a plan to bring valuable online educational programs simultaneously to its employees and customers in North America, France, Italy, Germany and Spain. C1 Wednesday 11:00 PRAXIS Integrating Content Repositories Into a Translation Process Through Web Services FACILITATOR:
Jaap van der Meer Synopsis: "Web Services" is the name for a standardized way of integrating Web-based applications over the internet, using XML and other standards. It is widely used in e-commerce. The big-name web presences such as Amazon, eBay and Yahoo provide Web Services-based APIs (application programming interfaces) that enable developers to directly manipulate their content and services. Many localization vendors have adopted open-standards based Web Services technology to allow customers to integrate their content management systems (CMS) or other repositories or databases into a vendor translation process so that jobs can be automatically initiated and content transferred directly from (and to) these systems rather than manually. This presentation will look at strategic, tactical and technological components of open technologies such as Web Services. The discussion will be focused on how Web Services help automate the translation process and integrate business practices of a content owner and a translation supplier. The presenters will also analyze business settings where implementation of Web Services can truly add value. C2 Wednesday 1:30 PRAXIS Frameworks for Translation Tasks FACILITATOR:
Laurie Gerber Synopsis: Automating the translation process implies that one can access the translatable text, modify it and put it back into its original form in an automated manner. Experience also indicates that modular solutions (for example, based on components) are usually more efficient to develop and maintain in the long term. Translation automation can take different forms (a MT engine, a filter for a given input format, and so on) and it can be applied at different levels (to pre- and post-process the material, to exchange files between the different actors, to help the translation itself and so on). But in all cases it has a few basic requirements: scalability, flexibility and ease of maintenance. There are many different ways to build a framework of commercial and in-house tools, batch routines or other components that allow a highly scalable and flexible process that is also easily maintained and improved. The goal of this session is to present some of these solutions, to possibly highlight some of their common aspects, to pinpoint the areas where the cost is highest, and, in general, to help the audience get a picture of what kind of architecture would allow the best solutions in their own situations. C3 Wednesday 3:00 PRAXIS How to Save Money by Using Controlled Language Authoring FACILITATOR:
Carl Helbich Synopsis: Come to this praxis session to learn more about controlled language at SAS Institute and at MAQUET Critical Care. The benefits of using controlled language authoring will be obvious during this session. The main reason for using controlled language authoring and approved terminology lists is to increase the quality of the source language. A consistent and structured language will simplify the work of the technical writer and improve the readability for the user. A well-structured, consistent source text will also make translations cheaper, faster and with better accuracy. Examples of consequences in cost and time for the translations caused by low-quality source language will be shown as well as advice on methods to improve the quality. C4 Wednesday 4:30 PRAXIS Managing Geopolitical Content Risks — or How to Avoid Offending Your Local Customers FACILITATOR:
Ulrich Henes Synopsis: Most content development and business management personnel would agree that the general goal of a product or service is to deliver a positive, empowering experience to the end customer and at a good value. However, if in-product and/or product-related content crosses the tenuous boundary from "acceptable" to politically or culturally offensive, the experience for the customer — as well as the potential success of the product or service — changes entirely. Unfortunately, the great majority of these "geopolitical" content issues can be avoided if more businesses proactively accounted for at least the major risks in order to maintain consumer trust and protect revenue streams, both present and future. The core focus of this presentation is therefore introducing attendees to the challenging but necessary practice of geopolitical content management. Through the discussion of the primary conceptual issues and the employment of practical, timely examples, Tom will demonstrate how political and cultural issues can severely affect the pre-release development, post-release consumer perception and ultimately the overall global business potential of products/service and negatively reflect on an industry and/or the locale of origin. The presentation concludes with practical advice on essential, proactive steps which content developers and management can take to decrease potentially problematic elements from within their existing processes and keep the overall product intent and schedule on track. This presentation is appropriate for virtually anyone seriously involved in content development and management as well as localization and globalization efforts. It is also very applicable for business management and any other personnel who must often deal with customer and/or local government feedback and manage the post-release expectations of their products. C5 Thursday 10:30 PRAXIS Measuring Language Quality With the Translation Quality Index (TQI): A Real World Case Study of Language QA at Lionbridge FACILITATOR:
Aki Ito Synopsis: Franco has been a professional translator, editor, terminologist, localization project manager and linguistic process consultant for over a decade. Three years in development, the Lionbridge Language QA (LQA) process involves both technology and business processes. As one of the architects of the system, Franco spent years studying industry best practices, the LISA quality guidelines, Bowne's LQS method, and Lionbridge RGM. After road-testing with translators in live projects, LQA was rolled out companywide in 2005. Nearly 5000 translators and SLVs interact with the LQA method as part of the Lionbridge supply chain and hundreds of Lionbridge customers benefit. Both buyers and suppliers will see under the covers of the industry's most comprehensive quality management system. In this praxis session Franco will share the ins and outs of the Lionbridge's LQA system. C6 Thursday 12:00 PRAXIS Using Technology to Streamline Offshore Project Management FACILITATOR:
Karen Combe Synopsis:
In today's "ROI or Die" market, it is a business reality that software is often
designed in the United States or Europe and then partially or fully developed in China,
which has significantly lower engineering rates, to lower costs and decrease
project delivery time. Distributed development is often used wherein a
company's internal development team works in conjunction with the offshore At first glance, it seems safe to assume that managing distributed development projects requires substantially more work than traditional co-located development projects. A distributed model is less tolerant of a nonoptimized setup than a co-located model. Managing a distributed development project requires a highly disciplined approach requiring consistently documented processes and standards. By creating a work model to accommodate dispersed teams, you ensure a rigorous approach that will assist the successful execution of projects according to a well-defined set of "best practices," regardless of the execution model employed. It is important to have the right project management software to execute distributed development projects. Some of the basic tools include integrated global network, audio, video, chat, shared desktop/whiteboards and collaborative/workflow applications. This session identifies the changes in corporate culture and the tools needed to successfully manage teams distributed between the United States and Asia. C7 Thursday 2:30 PRAXIS Highs and Lows in the Industry: What's Next? MODERATOR: Donna Parrish Synopsis: Program committee members look back on the conference and share their impressions: the most compelling ideas, new strategies, bright ideas. Or is it all the same old story? Through this brief panel discussion everone gets a birds eye overview of the highs and lows of the three tracks of the conference. And we look ahead predicting the new trends... FINAL PANEL Thurssday 4:00 Preconference Day (Tuesday, October 25) Synopses MT — Different Approaches — What and How to Deploy WORKSHOP LEADERS: Synopsis: Machine translation (MT) is arriving in our daily operations as yet another productivity tool to help us lower the localization barrier for international
business. MT has a long history of more than fifty years of research and development. Different schools of thought have emerged about what the best
approach would be to crack the language translation problems. The dispute today is whether the "old" rule-based MT systems or the modern data-driven
systems deliver the best-quality results. Within the data-driven camp there is yet another division between statistical and example-based approaches. How
relevant are these academic dilemma's for the day-to-day production in the localization industry? In this workshop participants will learn from the experts in
the field. The deployment of MT will be discussed in the perspective of integration into workflows, the customization requirements and the
benefits of using controlled language or style control on the authoring side. Participants will also benefit from sharing experiences with each other. Translation Workflow — Make or Buy? MODERATOR: Synopsis: Many translation companies and localization departments have started
developing tools — varying from project tracking to terminology tools — and forums
for information sharing. Some have evolved to complete workflows, including
translation memory management and client portals. But internal development
of tools often proves to be more costly than originally budgeted, and it does not
always bring all the benefits that were expected. Often the internally developed
tools are replaced by standard tools. The many tasks in the translation office
are managed with a wide range of separate and incompatible tools. Why is it
that companies again and again develop their own suites of translation
management software? Are there any success stories? Rather than making Program overview: "Make or Buy" The Business Process Side: How to Implement Your Processes The Evaluation/Analysis Side: Understanding Your Own Business The Technology Side: Necessary resources and competences to implement a
Workflow in-house The Make Case: Developing a System From Scratch The Buy Case: Purchasing an Industry-Specific Tool The Adapt Case: Adapting an Existing Business Solution Localization Management in Today's Distributed Environment WORKSHOP LEADER: Synopsis: This workshop starts out with discussing the issues unique to distributed
teams: Introduction to Medical Localization WORKSHOP LEADERS: Synopsis: 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? What do quality medical translations cost? 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, what are their business models for QA and review cycles? Special attention is given to the issues concerning the new languages of the European Union. This workshop is set-up as a general introduction as well as an in-depth information session. The presenters will share their many years of medical localization expertise, and the participants are welcome to share and exchange their experiences. This workshop was also given during two previous Localization World conferences (San Francisco and Bonn) and had excellent reviews, both from customers and from vendors. TILP Ask the Experts Workshop: Exploring Issues in Terminology Management Coordinator: Synopsis: As more and more stakeholders in the language industry implement translation memories and localization-oriented software solutions designed to leverage previous translations, the question of quality assurance with respect to legacy resources has risen to the forefront. More and more users are realizing that "getting it right the first time" is a critical issue. Furthermore, the growing emphasis on information and knowledge management in enterprises has highlighted issues involved in terminology management with respect to enterprise-wide taxonomies, ontologies, and the gradual emergence of the Semantic Web. On behalf of TILP, terminology expert Sue Ellen Wright will address a selected set of topics in terminology management such as: • Terminology Management and Quality Control
• Concept Relations, Concept Systems and Ontologies About Ask the Experts About TILP GALA Annual Meeting This is the third Globalization and Localization Association (GALA) annual membership meeting. The agenda includes election results for three new GALA Board officers for 2006-2007, a report on GALA’s financial and membership status, and short presentations by the GALA Board on association activities.
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