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Localization
World San Francisco: Paul Denlinger takes an insider's look at the Chinese market and the direction it is moving. His program goes past the cliches in the western media, takes a look at how the Chinese see themselves and their role in the world economy, and then how this affects their consumer habits. He will also take a look at the efforts of Chinese companies to go global and the changing role of the government. About the Speaker: Paul Denlingerhas lived and worked in greater China for twenty years, working with Ogilvy & Mather, Sina.com and chinadotcom at the management level. In addition, he has taught at Soochow University in Taipei. He is fluent in Mandarin and English and is the CEO of China Business Strategy, a strategic advisory and consulting firm focused on helping companies compete in China and on helping Chinese companies become global. The company is based in San Jose and Beijing. He received his MA in linguistics from the University of St. Andrews in the United Kingdom. Paul is also a frequent speaker, writer and commentator on China and the Chinese economy, and he publishes a newsletter, China Business Express, which is available from the company’s website. Paul’s work in China, international background, experience in education, marketing, the internet and consulting, and the mastery of Mandarin and English give him a unique perspective on the dramatic changes now affecting the country and society. As he puts it, "China has a long history and culture, but the changes it is undergoing now are unprecedented in scope and scale. We are in new territory." Translation Automation Round Table The Translation Automation Round Table, scheduled for Wednesday, November 17, is open to corporate users only. The audience is limited to a maximum of thirty participants. The format of the meeting is one of open discussion and the sharing of experiences and insights. Translation automation is not a straightforward process with a guaranteed recipe for return-on-investment. Companies planning for the automation of their translation and localization processes can lose a considerable amount of management time searching for information about technologies, products, specifications, standards, processes, test results, implementation costs, prices, talking to multiple providers of tools and solutions. The difference between profit and loss depends on solid, detailed and objective information. The best way of obtaining that information is by networking with other users and sharing experiences. At this one-day round table meeting, participants can establish contacts with peers in the industry and exchange valuable information which potentially saves them a lot of time. The open exchange of experiences and insights in translation automation at this round table meeting may help to avoid the risk of uninformed investment decisions. The sessions will be moderated by Ulrich Henes, director of The Localization Institute, and Jaap van der Meer, language industry consultant.Download full description. If you are interested in participating in the Tranlsation Automation Round Table, please reserve a seat (as the number of participants will be limited), by sending an e-mail message. Members
of the advisory board for the Translation Automation Round Table are: 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. AIRBORNE INTERNET – IN SIX LANGUAGES HOST:
Carsten Kneip, Cisco Systems LOCALIZATION IN A HOLISTIC SUPPORT CYCLE HOST:
Renee Sztabelski, Hitext, GALA Synopsis: The value of — and demand for — localization services in global corporations are ever increasing, but the nature of the challenge is changing. Business units that deal with more static or elongated content life cycles — sales, marketing, product and online business units — have historically localized a large percentage of their content for their markets. However, the business of customer support can place great pressure on localization groups because of its unique nature: content development cycles are very dynamic and compressed, content usually spans all products and/or services, and most support-BUs are funded as cost-centers, which often means budgets for localization services are very restricted. Tim Crowder
will use Symantec Corporation as a case study for a Perspective on localization
throughout the support cycle. He will discuss Symantec’s activities
and processes that now drive greater ROI through both the customer support
and localization efforts, as well as greatly increased customer satisfaction
levels across the company’s global constituency. A Unified Content
Strategy (UCS) has created economies through both content re-use and re-purposing,
while at the same time implementing a "universal voice" for
all content. Tim will also discuss the integration of SRM/CRM systems
with GMS tools: the challenges, the work-arounds, and the clear wins. DEVELOPING A UNIFIED CONTENT STRATEGY: PRE-SALES THROUGH CUSTOMER SUPPORT HOST:
Kathleen Bostick, SDL International The development of pre-sales, product information and customer documentation has frequently been "siloed" with each area developing their own materials and translating their own materials separately. Yet common information runs between the different phases and within a particular phase. The problems of inconsistent content and multiple versions of the same content become most pronounced in the call center as call center representatives have to reconcile all the information a customer is receiving to a single consistent message and response to issues. Even with high quality translation memory tools and a skilled localization team, information continues to be translated multiple times. The solution to this issue is a unified content strategy. A unified content strategy is a repeatable method of identifying all content requirements up front, creating consistently structured content for reuse, managing that content in a definitive source, and assembling content on demand to meet your needs. In other words, write once, translate once, use many. Unified content strategies have been used effectively in numerous industries ranging from automotive, through high technology, life sciences (pharma, medical devices, health insurance) and finance. A unified content strategy begins with the creation of content and is supported by robust content management technology. Some of the most successful unified content strategies have been implemented using XML. Content must be designed for reuse, and the localization process must be integrated from the beginning. It is not an end state. Learn how
a unified content strategy can significantly improve your localization
and multilingual content creation, management and publishing processes
(ROI in less than one year!). A STRATEGIC APPROACH TO THE CONTENT LIFECYCLE HOST:
Thomas Fenrich, Microsoft Synopsis:
Join this Perspectives session to see how Computer Associates (CA)
has introduced a strategic approach to global content management, taking
an end-to-end view from content authoring through to translation and publishing.
Andy Bone will explain how CA has taken a fast-track approach to implementing
a new global strategy for content authoring and translation, using knowledge
of industry best practices combined with new perspectives on technology
and process integration. CA has combined internal tools and processes
with commercially available tools (AuthorIT & SDL technologies) in
its approach to maximize its translation assets. The objectives are to
achieve new levels of efficiency, quality, consistency and scalability
while also providing the management, visibility and control of end-to-end
content life cycle processes. Andy will share CA’s experiences from
idea inception through planning to implementation. He will outline the
phased approach to the implementation across the product, marketing and
services operations within CA and will share some metrics on the expected
and actual benefits. IMPLEMENTING MT AT IBM HOST:
Laurie Gerber, Language Weaver Synopsis:
IBM's
machine translation (MT) application instantly lets users get the gist
of favorite ibm.com web pages in one of nine languages. IBM showcases
its own product WebSphere Translation Server (MT technology) via a hosting
Java Servlet on the WebSphere Application Server. Simultaneous translations
have greatly benefitted customers, and interest in the capability is high.
This presentation will focus on the technical, linguistic and business
challenges encountered in the process of deploying MT on a corporate website
and how those challenges have been addressed to demonstrate an effective
use of MT to IBM customers, IBM product marketing and IBM management.
Issues discussed include throughput speed, grammar/lexicon issues, file
formats and contextually appropriate translation. THE CUSTOMER LINK IN THE GLOBAL PRODUCT CHAIN HOST:
Hans Fenstermacher, ArchiText, GALA Synopsis:
Customer support is an intrinsic part of the third localization cycle.
This Perspective looks at how learning software and content are implemented
and localized to provide globalized training support to corporate partners
and product users. Melissa Biggs will examine the issues in training localization
— when and what to localize, the tools used to reach students (and
their compatibility and/or convergence with standard localization tools),
internationalization and localization issues inherent in training, and
planning frameworks for targeted local content. Based on her experience
at Sun Microsystems, Melissa will look at best practices for the development
and delivery of training materials. She concludes that integrating appropriate
globalization of training materials (courses, online technical materials,
and so on.) into the overall localization cycle gives a company strong
global customer focus and extends leverage from the product translation
corpus to supporting product functions such as training. LA VIDA LOCALE: BACKYARD GLOBALIZATION HOST:
Kevin Bolen, Bowne Global Solutions Synopsis:
Most people think of going global in purely international terms. In
this Perspective, Don DePalma shares recent Common Sense Advisory findings
on domestic ethnic market opportunities in the United States, discusses
similar prospects in other countries and outlines how companies can use
at-home linguistic communities to gain crucial expertise for selling internationally. CALIBRATE WITH YOUR CUSTOMER HOST:
Renato Beninatto, Common Sense Advisory Synopsis:
This Perspective will revisit the perceptions common to localization vendors
and customers on the value-dynamic of cost, quality and turnaround time.
Dana Barras of Ariba will present the experiences of a corporate globalization
manager with a software-and-service business model — where customer
service is paramount. Pressures to retain business, while reducing costs
and adding value to the bottom line, make it critical that localization
service vendors are calibrated with what customers truly want, which in
many cases is not solely cost-related. Dana will examine the myths surrounding
costs and unearth realities about service levels. USING SAE J2450 FOR QUALITY ASSURANCE HOST:
Donna Parrish, MultiLingual Computing Synopsis:
The presentation will provide an overview of SAE J2450: Language Translation
Quality Metric and illustrate a practical application and benefits as
part of an overall quality assurance process. LOCALIZING VIDEO & COMPUTER GAMES HOST:
Ultan Ó Broin, Oracle Synopsis:
The US computer and video games industry generates over $6 billion annually,
and many of its fastest growing markets are in countries where English
is not spoken as a first language. In this Perspective, games localization
expert Frank Dietz will discuss the market for games translations, the
challenges involved in localizing games, the testing of foreign language
versions of games, and the outlook for games localization. He will compare
the use of in-house translators, agencies and freelancers for games localization
and will discuss the suitability of in-house and commercial translation
tools in the process. Issues to be considered include the complexity of
games localization, the immaturity of the market and the dangers of "blind"
localization. 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. MT BREAKS INTO THE CORPORATE WORLD MODERATOR:
Jaap van der Meer, Cross Language Synopsis:
Machine translation (MT) technology is gaining momentum, particularly
in customer support. After fifty years of R&D, MT is finally taking
its place in the corporate world. Project leaders from Sun, EMC Software,
Microsoft, Cisco and Oracle will discuss the opportunities, the pitfalls,
and the challenges they have experienced during their pilot and implementation
projects. They will address questions about measuring MT quality, targeted
benefits and ROI, time and cost of implementation, and how MT will fit
into localization processes. And they will look at the bigger question:
Is the hybrid MT-TM model around the corner? TRANSLATION TECHNOLOGY: FROM DESKTOP TO ENTERPRISE MODERATOR:
Jaap van der Meer, Cross Language Synopsis:
In the past ten years translation memory (TM) has saturated the B2B translation
marketplace. The question is "What's next?" A panel of leading
developers of translation technology will discuss the new frontiers in
advancing their technology. In an interactive debate led by Jaap van der
Meer, these developers will be challenged with questions about elevating
their technology to the enterprise level, the openness of their systems,
and the fear that they might become "just another feature" in
an enterprise system. The risks are not limited to technology developers.
Workflow automation and centralization of TMs could threaten the role
that MLVs and agencies play in the industry. Translators may lose control
over the TMs. Is technology now becoming a threat to our industry? Join
us to debate the issues. LOCALIZATION CONVERGENCE: WEB STANDARDS SUMMIT MODERATOR: Wojtek Kosinski, Bowne Global Solutions Synopsis:
What is the state-of-the-art in the implementation of web standards in
the localization industry? How important and useful is XML? What is the
role of interchange standards such as XLIFF? Can web standards link localization
processes and resources deep inside applications and business models?
Under the guidance of Wojtek Kosinski, this extended Point-Counterpoint
session will look at XML for mark-up, the OASIS standard XLIFF for exchange
of translation elements, and the W3C standards SOAP and OWL for integration
with web services. The Standards Summit will be presented as "theory"
followed by "practice" and open up a wider discussion about
the current state of interchange and interoperability standards as they
apply to the localization of web applications and content. HOT WEB SCHEMAS? SOAP TO OWL Richard
Ishida, World Wide Web Consortium Synopsis: Richard Ishida will give an overview of World Wide Web Consortium (W3C) standards for Web publishing and interoperability, from XML and the Simple Object Access Protocol (SOAP) through the Web Ontology Language (OWL). In addition, Richard will describe the W3C’s proposed new working group developing an internationalization tag set, elements and attributes that can be added to DTDs or schemas to ensure that internationalization and localization concerns are covered, as well as guidelines for internationalization. Representatives from OASIS and OSCAR are expected to join this new working group, and delegates can find out how they can also participate. IMPLEMENTING
SOAP FOR TRANSLATION RE-USE Greg Rosner, thebigword Synopsis:
A translation profile of any major corporate shows that translation is
used by many people in many different functions — for products (words
within software, labels on goods), product documentation and help, the
web site, marketing literature, training, customer support, and so on.
Moreover, translation (often of the same content and terms) also appears
in many other disparate functions such as legal, HR, intranet or internal
communications. The challenge facing these companies is to achieve "strategic
purchasing" of translated words, maximizing the benefits of glossaries
and memories, while servicing the very different needs of the various
translation buyers. Greg Rosner will show how it is possible to use SOAP
web services to enable the capture of words and translations across an
enterprise. This enables users to "commoditize" translation
elements so that quality translations can be supplied on tap to whichever
user, system or process needs it at the time it needs it. WHY XLIFF? Tony Jewtushenko,
Oracle Synopsis:
Localization professionals are always looking for smarter and more effective
ways to work. There is a growing realization in the industry that processes
must deliver more for less in the localization value chain. XLIFF is an
XML standard developed by leading buyers and suppliers of localization
services and adopted by OASIS to help deliver these improved localization
processes. XLIFF Technical Committee Chairman Tony Jewtushenko will review
why and how the standard was developed, how XLIFF answers many of the
challenges facing the localization industry, how XLIFF is being used now,
and how it will be extended for even further process improvements in the
future. IMPLEMENTING
AN XLIFF-BASED PROCESS Jeff Kiser,
Moravia Worldwide WHITHER XML AND LOCALIZATION? Masaki Itagaki, Aliquantum, Inc. Synopsis:
Masaki Itagaki will discuss how XML can be used in the localization process
from different viewpoints, as well as how to localize XML documents. Based
on previous localization projects, he will review the pros and cons of
XML-based localization approaches. He will also discuss how to translate
XML documents (simple or complex ones) and how to overcome some of the
challenges XML-enabled tools still offer. The key concepts to be presented
include XML internationalization support, localization of XML data structures,
XML localization tools and translatability issues of XML. IMPLEMENTING XML FOR MEDICAL DEVICE CONTENT Göran Nordlund, MAQUET Critical Care Synopsis:
Writing user documentation for life-supporting medical equipment used
for care of critically ill patients in more than 100 countries is a real
challenge. Users range from nurses and respiratory therapists to highly
skilled clinical experts. Some of these may have to depend on user instructions
in a foreign language. The user environment ranges from poor third-world
hospitals to top-of-the line highly specialized clinics. The patient range
is from routine cases such as after minor surgery to patients with life-threatening
diseases. Göran Nordlund will describe how MAQUET Critical Care has
made their publishing process more effective, less expensive and higher
quality by introducing an XML-based system. Göran will explain how
converting to XML publishing has made the company better prepared to meet
the different needs and requirements it faces in its daily work. THE
REALITY OF DOING BUSINESS IN CHINA MODERATOR:
Wei-Tai Kwok, Ion Global Synopsis:
Understanding the culture, history and business climate of China is critical
for western executives as outsourcing to the Far East becomes ubiquitous.
Low bill rates, world-class engineering skills and native double-byte
expertise are making China the destination of choice for companies
looking to outsource software development, globalization and testing work.
But myths about China still abound, including that it is a third-world
country, that government regulations are draconian and corrupt, that it
is an emerging super power and that it is a homogeneous society. This
session defuses these myths and identifies the changes in corporate culture
and the tools needed to successfully manage teams distributed between
the United States and Asia. FIGHT
THE COMMODITIZATION MODERATOR:
Renato Beninatto, Common Sense Advisory Synopsis:
Competition has intensified across almost all industries, including localization.
Very few industry environments can guarantee secure returns. So in localization,
as in all industries, the primary goal of a strategy is to establish a
position of competitive advantage for the firm. Too often we view the
localization industry as focusing just on linguistics or building and/or
acquiring the tools to hasten their quest to get a localized product to
market. Ricky Thibodeau will look at the business of localization and
its inherent competitive features. Representatives from GALA will then
respond and open a discussion about how localization service providers
can fight the commoditization of their services through competitive differentiation. CONVERGENCE
OF LOCALIZATION AND KNOWLEDGE MANAGEMENT MODERATOR:
Laurie Gerber, Language Weaver Synopsis:
Real-time customer support is the newest localization challenge, especially
in an age of e-business and ever-shorter product life cycles. Companies
in IT and manufacturing industries maintain knowledge bases (KBs) as real-time
support for their field service engineers and call-center operators. For
many, these have become at least as important as product documentation.
Now these same companies are working hard to unlock their KBs and stimulate
web-based customer self-service on their support portals. They are finding
that KBs differ from traditional product documentation in important ways:
they are highly dynamic, often ten times larger, and in English only.
Already, technology companies are lining up to offer linguistic-smart
search systems to help navigate KBs. In this Point-Counterpoint users
and technology developers will share their views on how it all fits together:
cross-lingual search, taxonomy, knowledge tracking. The question remains:
How will the translation of the KB be done, on-demand, real-time? VIRTUAL TEAMS IN LOCALIZATION MODERATOR:
Willem Stoeller, Welocalize Synopsis:
This session will look at new models for developing localization teams
and the tools available to support project management and collaborative
working environments in localization. The panel members will consider
old and new models of freelance translator/client relationships as well
as the creation of localization teams consisting of several translators,
localization engineers, desktop publishing specialists and QA engineers
and their respective tasks, across boundaries of time and geography. They
will focus on the roles of the individual parties and the ensuing workflows
as well as advantages and disadvantages of the different translation/localization
models. The panel will then turn to the technologies available to support
collaborative working and virtual teams. Willem Stoeller and Kaimeng Huang
will reveal how their companies use EPM services to support global teams
for localization. PRACTICAL APPROACHES TO MULTILINGUAL CUSTOMER SUPPORT MODERATOR:
Tony O'Dowd, Alchemy Synopsis:
In this session seasoned practitioners discuss best practices for web
globalization to enable effective cross-language customer support. Web-based,
self-service customer support has already revolutionized most companies’
ability to cost effectively deliver support. Leveraging that same infrastructure
and reaping those same benefits when supporting a global audience can
be more daunting. Duplicate content creation and translation efforts,
cultural misunderstandings, and difficult-to-navigate support websites
can all lead to increased customer frustration and an erosion of the cost
benefits of web-based support. In this Point-Counterpoint vendors will
debate best practices for evaluating global support needs and cost effectively
implementing a global support program. C.
PRAXIS QUALITY
ASSURANCE FOR JAPANESE LOCALIZATION FACILITATOR: Synopsis: This panel looks at quality assurance for Japanese language projects. One panelist focuses on the human relationships involved in the review process, the other on establishing formal standards to measure quality. Between the two, delegates will get a rich overview of the issues and practical solutions to problems. The in-country review process is one of the most difficult steps to manage in Japanese localization projects. This step is where miscommunications, disputes and even complete loss of communication can happen, leading to delayed deadlines, compromised quality, higher costs, frustrated project team members and unsatisfied customers. According to Aki Ito, we hear from both the client and vendor side that Japanese reviewers are difficult to work with and hard to manage. Industry experts support the view, and they have been encouraging localization project managers to acquire in-depth knowledge about the culture, customs, and how people think and behave. While this knowledge may be helpful, the reality is that most of us don't have enough time to become an expert in Japanese culture. Based on Aki’s years of experience with Japanese localization projects, he has some tips for people who are too busy to study Japanese culture and behavior. The trick is not to treat Japanese in-country reviewers as Japanese, but to treat them as humans. Once you look at them without the filter of Japanese culture, you will start seeing lots of common denominators between you and them. Aki will also share practical tips, such as the use of style guides to streamline the review process. The aim is to help you change the perception that managing a Japanese localization project is unfamiliar turf. Masaru Kawahara
will look at quality in Japanese localization from a different perspective.
He points out that in a recent independent study, 9 out of 10 western
companies stated that Japan was their most difficult market when it came
to success in the local market. Why do Japanese products cost more to
localize, take longer, and are often prone to delays? And just as important,
how can you find out if the translation quality in Chinese, Japanese,
Korean or other Asian languages is good and you are getting what you paid
for? Can quality standards such as J2450 be used effectively to answer
some of these issues and provide a more reliable translation and localization
process? Masaru believes Asian translation continues to be a management
challenge for some companies because it is different from western translation.
He will identify the unique technical challenges, issues with translation
tools, and the cultural and communication gap that continue to cause difficulties
for the unaware in Asian translation and localization. QUALITY IN MEDICAL DEVICE LOCALIZATION FACILITATOR:
Andres Heuberger, ForeignExchange Translations Synopsis:
Quality review is a critical issue for medical device manufacturers. This
panel will discuss the risks inherent in QA for IFUs (Instructions for
Use) and the strengths and weaknesses of the common ways of performing
medical-device review cycles. Göran Nordlund will provide an overview
of quality assurance for IFUs and other user support material, covering
the regulatory definition of an IFU, national and international standards,
process elements (from writing to publishing, and the different release
steps), the QA process and what is expected of reviewers, and how quality
of source language relates to translation. He will give examples of real
legal cases where IFU quality has been an issue. Göran will also
provide a regulatory perspective on archiving, version handling and traceability,
and recommend best practice. Michael Kemmann will assess the strengths
and weaknesses of various approaches to the review cycle, taking the perspective
of different stakeholders including documentation, localization, security,
customer support, and sales and marketing. He believes that while medical-device
localization managers know the problems associated with QA reviews, the
way review cycles are organized is seldom questioned. He will define the
basic requirements in both the manufacturer’s and the translation
supplier’s organizations and show how workflow, technology and organizational
structures can make a review cycle both effective and efficient. FROM THE BEGINNING… AUTHORING METHODS & TOOLS FACILITATOR:
Don DePalma, Common Sense Advisory This widespread
dissatisfaction suggests that there are systematic problems in authoring
processes. Yet many companies just accept it as a fact of life and ship
incomplete or out-of-date documentation, even if that exposes the company
to liability and customer dissatisfaction. Writing research and practical
experience show that more effective practices are available. In this Praxis,
Mike Dillinger outlines an effective authoring process, and representatives
from two suppliers of authoring tools (Paul Trotter, founder and president
of AuthorIT) and services (Hans Fenstermacher, founder and president of
ArchiText) will identify how these best practices in authoring can be
integrated in to the localization process. The panel will work with delegates
to define a best-practice checklist that can be used for self-assessment
of the writing process. This information will help participants avoid
well-known pitfalls, identify and correct specific problems, understand
the positive and negative contributions of technology to authoring, and
plan more effective processes in their corporate contexts. …TO THE END: CONTENT OPTIMIZATION FACILITATOR:
Don DePalma, Common Sense Advisory Synopsis:
Whether you call it single-source, value-based content management, unified
content, content life cycle or — as we have here "optimized
content" — multilingual content management has become a hot
topic. This panel will take a wide-ranging view of the issues and illustrate
practical solutions for integrating content creation and control into
the entire publishing process. The impact on localization is a strong
focus of the panel. COMING
TO TERMS WITH TERMS FACILITATOR:
Andrew Bredenkamp, acrolinx Synopsis:
This Praxis will address the life of terminology in modern global organizations,
starting with an overview of innovations in terminology management and
new technologies that make terminology control a realistic undertaking
even for smaller organizations. From the global corporate view, the practical
challenge is justifying and implementing terminology solutions. The session
will address the benefits of terminology management (improved quality
and reduced support and localization costs) as well as best practice in
the creation, validation and management of terms, and interaction with
localization vendors. The Praxis will then look at technical solutions
to the terminology challenge, including term harvesting and semi-automatic
classification and validation of new terms in typical workflows as well
as more complex issues such as ontologies and topic maps for making more
of terminology than simply flat wordlists. SIX-SIGMA FOR MEDICAL DEVICE LOCALIZATION FACILITATOR:
Aki Ito, Prisma Synopsis:
Six Sigma is a rigorous and disciplined methodology that uses data and
statistical analysis to measure and improve a company's operational performance
by identifying and eliminating "defects" in manufacturing and
service-related processes. It’s been primarily used in the manufacturing
sector and is relatively new to the service sector. This Praxis explains
how Six Sigma can be used to improve the effectiveness of the localization
process. Ortho-Clinical Diagnostics (OCD) is one of the major medical
device companies using Six Sigma as a tool to improve its operational
performance and to reduce costs. In 2001, Jill Finan, now a Master Black
Belt candidate, took the processes for development and testing of online
documentation as her Black Belt project to eliminate the high rate of
error and rework. Innovative improvements implemented by Finan were accepted
widely within OCD, and her success inspired another Six Sigma project
to improve the translation in-country review process. In the past, OCD
experienced delays in the launch date of new products in European markets
due to setbacks during the translation review process, causing market
opportunity losses in the millions of dollars. OCD extended the commitment
to Six Sigma to all of its suppliers in 2002. Delegates will learn what
Six Sigma is and how it can be applied to their operational improvements
in the localization industry. The Praxis includes an overview of Six Sigma
and a demonstration of how Ortho-Clinical actually manages the in-country
review process. OPTIMIZING SEARCH FOR ASIAN LANGUAGES FACILITATOR:
Renee Sztabelski, Hitext, GALA Synopsis:
Search Engine Optimization is one of the most popular forms of marketing
on the internet. However, according to a recent report nearly 40% of all
searches are done in languages other than English, and non-English "optimization"
is often less than optimal. In this Praxis panel you will learn tips,
techniques and principles to apply in global web search optimization.
Motoko Hunt will introduce delegates to the practical consequences of
deficient search optimization, by illustrating common problems in localized
Japanese sites and unique Japanese-language search issues. She will give
examples of potential market exposure using various search terms and explain
how to pick the right words for the target market. Then Bill Hunt will
address the issue from the localizer’s perspective. While companies
do a good job of optimizing their main corporate sites, often that hard
work suffers at the hands of localizers. They may fail to optimize key
HTML tags, and often the translation itself dilutes keyword density and
prominence factors necessary to rank well in the local-country search
engines. Bill will reveal the most important elements of the various search
engine algorithms and what it takes to rank well in foreign language search
engines. He will also review the steps localization service companies
should integrate into their workflow to ensure that key elements of search-engine
ranking are dealt with. And he will discuss how to achieve proper density
and prominence without compromising editorial integrity or the marketing
message. WHAT’S DIFFERENT ABOUT ASIAN LOCALIZATION? FACILITATOR:
Daniel Carter, TOIN Synopsis:
Experts with many years of experience in localizing for Asian markets
will join this Praxis to discuss various aspects of the topic, from both
technical and cultural perspectives. Localization for multibyte locales
often creates exceptional challenges for process, cost and quality. The
panel will discuss typical issues in localizing a product for customers
across Asia, including encoding, input, display and printing of text and
fonts. They will consider how conforming to emerging local standards is
also an important part of producing a successful product for the Asian
customer. The panel will illustrate best practices that have been proven
to be very effective in software product development for Asian markets.
Beyond fonts and character sets, the panel will also look at how "presentation,"
including Desktop Publishing, must adapt to cultural expectations to comply
with the unique requirements of Asian markets. THE LOCALIZATION METRICS INITIATIVE HOST:
Rose Lockwood Synopsis:
Now into its second year, the Localization Metrics Initiative is a
voluntary, collaborative effort to define and collect client-side data
relevant to business decisions that localization managers make. The collected
data is confidentially aggregated and analyzed, thereby resulting in a
report that participants can access to compare their internal results
with industry averages. The Advisory Board has designed the Localization
Metrics Initiative to focus on two categories: internal metrics and management
metrics. Come to this session to find out more about the current state
of the Initiative, how you can participate, and the ongoing benefits that
you can gain from participation. Localization World — Producers
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