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Localization World Plenary PerspectivesStarting Ten Factories in China in Ten Years Get the inside story from the man who did it – starting ten factories in ten years in China – for the production of automotive supplies. Fred Kao, vice president of Magna, a $20 billion global company, shares his insights and experiences in developing business in China. What worked for manufacturing could now very well be applied to creative and intellectual jobs. How Magna saw its business changing from a Canadian and western perspective to a Chinese and global perspective serves as a very useful benchmark for how the localization industry starts to see its landscape changing. P1 Wednesday (March 21) 8:30 AM Labor Out of Asia The man behind the scenes – Satish Maripuri, who heads up operations in the largest translation company in the world – speaks freely about Lionbridge’s shift of labor to Asian regions. More than one-third of the 4,000 Lionbridge employees work in Asia. How is Lionbridge managing this shift? What works in Asia and what doesn’t? What are the differences between India, China and other Asian regions? Which tasks work best where? How can the service delivery and security be optimized for Western customers? P2 Wednesday (March 21) 4:45 PM Outsourcing in China: Moving up the Value Chain Research firm Gartner predicts that global corporate spending on the outsourcing of business and technology services to India, the Philippines, China, Russia and other countries will grow to $120 billion in 2009 from $35 billion in 2005. Frank Yu, COO and president of Augmentum (one of the fastest growing outsourcing companies) and Jacob Hsu, president of Symbio Group (a leading provider of software development, testing, and globalization outsourcing services) speak about the challenges and opportunities of growing software and professional services business in China. Outsourcing now moves to the more creative, collaborative and sophisticated projects. According to Frank Yu, language and cultural barriers are disappearing, making China an ever more interesting place to run and manage translation and localization business. The discussion will showcase the role of localization in the context of a much broader outsourcing business model and the comparison of traditional GILT industry players with the leaders of the Chinese outsourcing juggernaut. This panel will cover among others the following topics:
P3 Thursday (March 22) 9:00 AM Can’t Read, Won’t Buy: Why Language Matters Renato Beninatto, Don DePalma, Common Sense Advisory Host: Donna Parrish If there were ever any doubt that communicating in the language of your customers, get over it. People don’t buy what they don’t understand. In local markets, companies automatically calibrate messages to micro-markets (think psychographics, zip codes, 45-year old golfers, Lexus owners), but internationally they tend to focus on coarser segments (like Germany or Russia). Common Sense Advisory’s research has shown that successful international marketing must be more sophisticated than that. Based on research conducted in 2006 across eight countries, including China and Japan, Beninatto and DePalma will provide Localization World attendees with quantifiable data on why language matters to global online consumers. Key take aways from the presentation: P4 Thursday (March 22) 4:00 PM Program Session Synopses A1: GB18030 Compliance and Certification Moderator: Stephen Ryan There are two key steps in becoming GB 18030-2000 compliant. First, the software product itself must be compliant, and the work required to become compliant is largely dependent on the level of Unicode support in each application. Second, according to the Chinese government guidelines, it is required that the software products go through a GB 18030 certification test process with CESI. Since January 2001, the China Electronics Standardization Institute (CESI) was authorized by China’s Ministry of Information Industries to be the sole test center for the adoption and enforcement of national information standards, including GB 18030 certification and issuance of the GB 18030 Certificate to both foreign and domestic software applicants. A1 Wednesday (March 21) 10:00 AM B1: Different Local Business Practices: China, Japan, and Korea Moderator: Ulrich Henes Synopsis: Asia is a region with many languages and cultures. One cannot develop a single business strategy for all of Asia. In this panel discussion, we bring native localization professionals who are practicing localization business in China, Japan, and Korea to reveal the differences in business culture and practices. Come and learn what’s appropriate and what’s not appropriate in each culture and use this information for your strategy to expand your business in East Asia. B1 Wednesday (March 21) 10:00 AM A2: Localization M&A 2007 – Where Do I Fit? (GALA session, vendors only) Moderator: André Pellet Synopsis: Mergers and acquisitions in the localization industry for 2007: larger customers are pushing prices down – and smaller and mid-tier vendors need to examine the options available to them to meet the need for cost management and increased capabilities. Many L10N vendors are interested in hearing about the pro/cons of M&A, how the process works, and the expectations from both sides of the table. The localization industry landscape is changing rapidly;, and companies who move quickly will have considerable opportunities for growth. The goal of this panel discussion is to provide vendors a better understanding of 1) what choices are available, 2) where M&A is going, 3) the benefits/ draw-backs, 4) who among their peers are good sources of information, and 5) what the process is. Attendees will hear directly from experienced colleagues who understand and can share insight on where M&A fits into any company’s future.A2 Wednesday (March 21) 11:30 AM B2: Localization Community Development – A Look Within and Out of China Host: Donna Parrish Synopsis: In all life systems there is always the thirst for the essence of living in that particular system or community. Today, we shall venture on a journey to discover the ‘eco system’ of our very own localization community. Touching on the essential fundamental elements and drivers that have existed and would need to co-exist in order to enable the whole community to function harmoniously and to move up to the next level. Areas of coverage: This presentation hopes to empower our audience in enabling them to step outside of their day-to-day operation and take a deep look at how and what they are currently doing may impact the localization community and to counter check their existing plan for the future to ensure that it fits into the future level of development of the localization community. B2 Wednesday (March 21) 11:30 AM A3: West Meets East: The Business Challenges and Considerations to Meet Asian Localization Needs in New Markets Moderator: Clio Schils What business considerations, challenges and impacts need to be addressed to meet Asian localization needs for market entry? What are the differences between the Asian markets and other localization needs to manage entry? A3 Wednesday (March 21) 2:00 PM B3: Localization Challenges at Schaeffler Moderator: Ulrich Henes Synopsis: Tao Li works for Schaeffler (China) Co., Ltd., the Chinese branch of Schaeffler KG, the German maker of precision machinery and auto parts. Schaeffler (China) is located in the Taicang Economic Development Area, situated in Jiangsu Province near Shanghai. Schaeffler (China) manufactures thousands of different types and sizes of needle, ball and roller bearings within the standard INA product range. The industrial bearing application of Schaeffler (China) covers hydro-engineering, automotive and motor, manufacturing equipment of semiconductor, machine tools, power transmission, and home appliance. Shaeffler’s processes are organized to international quality standards such as ISO 9001, the environmental management standard (EMAS) and ISO 14001 as well as the international automotive industry standard ISO/TS 16949:2002. In addition to the factory and corporate office located in Taicang, Schaeffler China has sales offices in ShengYang, Beijing and Guangzhou. B3 Wednesday (March 21) 2:00 PM A4: In and Out of Asia – The Vendor Perspective Moderator:
Matthias Caesar Synopsis: Not even the largest language service providers (LSP) currently have in place the resources required to fulfill the Asian localization needs of the next decade. What can regional Asian LSPs do to prepare for the coming increase in demand for the services they provide, and the burgeoning relationships that will come along? Vendors shift production resources from the main cities into smaller cities to tap into new talents and to keep costs under control. Is this a good development? Companies may want to consider their strategic options first. Do they wish to focus on servicing corporate clients directly, or on servicing multiple language vendors (MLVs)? If the focus is to be on the corporate world, what are their strengths, and are there particular industries they are trying to sell into? If the strategy is to service MLVs, is it ideal to focus organizational processes and resourcing on the needs of a few, larger MLVs, or best to diversify across numerous relationships? What about servicing a mixture of corporate clients and MLVs? Is there a competition issue? And what about a longer-term strategy? Is merging with a larger company an option? These issues will be discussed, along with some insight as to what the larger LSPs may look for in a partner or potential merger target from any region. A4 Wednesday (March 21) 3:30 PM B4: What Writers and Localizers Should Know About European Laws and Regulations Moderator: Ulrich Henes Synopsis: This session will include: B4 Wednesday (March 21) 3:30 PM A5: Optimize Your Localization Process with Online Worldwide Collaboration Moderator: Jaap van der Meer Synopsis: In this session we learn about the evolution of translation tools in Asia and particularly in China. Did the emerging translation industry immediately adopt the industry-standard translation memory editors? Which alternatives were available? And how is the Asian localization industry now making its moves to online worldwide collaboration. Technologies such as centralized translation memory and automated workflow allow for massive gains in efficiency and quality. However, deploying these technologies in Asia is challenging due to slow internet connectivity to the rest of the world and the relatively expensive cost of translator tools. A5 Thursday (March 22) 10:30 AM B5: Production Cost Rationalization in Asia Moderator: Sung Cho Synopsis: Many companies are exploring new geographical areas outside the main hubs Beijing and Shanghai in China as well as in other Asian countries. Their goal: increase capacity while maintaining economic benefits. The same is true in the localization and software testing services. This panel of localization leaders will discuss the pros and cons of production cost rationalization in Asia. Is there sufficient talent for professional services in the China hinterland, and in other Asian countries. What are the cost differences and what are the implementation pitfalls, both for localization vendors and buyers. What are the best cities and the best regions? The panel will share best practices for companies preparing themselves for the move into the regions. B5 Thursday (March 22) 10:30 AM A6: Tips for Successful In-country Review Host: Kim Harris Synopsis: The in-country review process is one of the most difficult steps to manage in 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. We hear so many times from both client side and vendor side that the reviewers are difficult to work with and very 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 in countries like Japan, China and Korea. While this knowledge may be helpful, the reality is that most of us don't have enough time to become an expert in Asian culture. This panel of experts and natives from Japan, China and Korea will share tips on how to deal with Asian cultures, particularly when it comes down to managing the translation review process.A6 Thursday (March 22) 11.30 AM B6: MT Challenges for CCJK Moderator: Jaap van der Meer The session will cover the following topics:
B6 Thursday (March 22) 11.30 AM A7: In and Out of Asia – The Client Perspective Moderator: Kim Harris Synopsis: Translation production has moved to Asia. Market growth leads to an increase in costs. Vendors shift production resources from the main cities in to the hinterland and smaller cities to tap into new talents and to keep costs under control. Is this a good development? Localization management is following the production and moves to Asia as well, outsourced or internally. How do we see the future localization business model? Will Asian localization centers become global in their reach and competencies. What about the Asian service providers? Should they develop tighter relationships with the global language vendors? How do technology and labor tie in to the equation? Will the threat of a lack in translation resources lead to an upsurge in translation automation in Asia?A7 Thursday (March 22) 2:00 PM B7: East Meets West – The Challenge Cuts Both Ways Moderator: Aki ItoSpeakers: Gordon Husbands, Wordbank; Maggie Wu, HP; Shirley Yeng Beijing E-C Translation; Shen Yi TOIN Category: Geography Format: Point/Counterpoint Synopsis: What are the problems that Western companies face communicating their message to potential Chinese customers and conversely how can Chinese companies promote their products and services to established Western businesses? The cultural, as much as the linguistic gulf, needs to be bridged appropriately not only if Western companies are to market effectively to Chinese consumers but also if aspiring Chinese manufactures want to reach into the Western markets to find channels for their products. Presenting convincing market entry plans, in the right business language, is going to be critically important for Chinese suppliers if they are to convince the likes of Wal-Mart or Carrefour to carry their product. In the same way that building brand loyalty with the Shanghai or Beijing consumer is important to Nokia or Motorola. The market opportunity is huge but increasingly it is not a one-way street and Chinese brands have the potential to command the same loyalty as Coca-cola, BMW and Singapore Airlines. Sales strategy, services and process will have to be adapted and funds invested to meet the challenge. We should all consider whether or how the localization industry can evolve to meet these emerging needs.B7 Thursday (March 22) 2:00 PM 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. PRAXIS 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, thereby providing a context for the Perspective. Introduction to GALA Companies interested in Globalization and Localization Association (GALA) membership are invited to attend this short session. GALA representatives will present details on the benefits of GALA membership, including networking, marketing and discount opportunities. GALA membership is open to any company providing translation, localization, internationalization, or globalization products or services, including tools developers, training suppliers, and consultancies. Vendor Sponsored Sessions V1: Introducing SDL TRADOS 2007 and SDL MultiTerm 2007: The New Way of Working Presenter: Massimo Ghislandi, SDL International This presentation will cover the introduction of the latest translation memory and terminology management software. SDL TRADOS 2007 delivers to the users a new interface which will allow them to cut down project preparation time in half, benefit from powerful quality assurance checks and track project through a new dashboard interface. SDL TRADOS Technologies is also launching the latest release of the leading terminology management software SDL MultiTerm 2007. This powerful application allows language service providers and corporations to significantly improve translation quality while accelerating content delivery. V1 Wednesday (March 21) 12:30 PM V2: Localization 2.0 Presenter: Kevin Bolen, Lionbridge Technologies Localization 2.0 The next evolution of the localization industry is Localization 2.0. With leaders such as IBM, Microsoft and Google positioning their products around the emerging Software-as-a-Service (SaaS) model, the localization industry must also evolve in support of this trend. Kevin Bolen will share his view of how this dramatic shift in the software industry will create a ripple effect for the localization industry — impacting both the tools we use and the business models we practice. He will follow with an in-depth look how Lionbridge is addressing these industry changes by deploying Freeway 2.0(tm) — the world's first, fully web-based language collaboration platform. V2 Wednesday (March 21) 1:15 PM V3: SDL TRADOS Certification Presenter: Argyro Kyriakidou, SDL International SDL TRADOS Certification is the largest technology educational program in the translation supply chain, and education levels of the industry's most widely used product are at an all-time high. This presentation will introduce the SDL TRADOS Certification Program and provide an update on its reception by the industry. It will give an overview of the program objectives as well as the mechanism towards certification, outlining the benefits for corporate language departments, language service providers and freelance translators. V3 Thursday (March 22) 1:00 PM V4: Software Localization Using PASSOLO, an Introduction Presenter: Achim Herrmann, PASS Engineering V4 Thursday (March 22) 1:45 PM Preconference Day (Tuesday, March 20) Synopses WS1: TAUS: Hands-on Translation Automation Moderator: Jaap van der Meer, TAUS 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. This round table is a hands-on experience with both a rule-based and a statistical MT system. Participants will experience every step on the way to train and customize the engines, understand and discuss the metrics for quality and productivity measurement, the deployment models and the integration. The program will be run by experts in the field. More information can be downloaded. WS2: The Application of Standards and Models in Localization Presenter: Joyce Liu, Willem Stoeller, Welocalize Synopsis: Most businesses, either buyers or sellers of localization services, either large or small companies, are facing the challenge of needing to produce more with smaller budgets. How can standards and models help to achieve lower localization costs? This workshop shows how the practical application of an ISO 9001 2000 framework work combined with balanced scorecard† (BSC) and Carnegie Mellon SEI People Capability Maturity Model (P-CMM)‡ allowed one localization vendor to streamline their operations. In particular the workshop will focus on: This half day workshop also offers best practice examples based on the presenters experience. The presenters will discuss best practices in both Welocalize China (Transco) and two other case studies, focusing on ISO9001 2000 combined with BSC and PCMM. †The balanced scorecard is a management system (not only a measurement system) that enables organizations to clarify their vision and strategy and translate them into action. It provides feedback around both the internal business processes and external outcomes in order to continuously improve strategic performance and results. When fully deployed, the balanced scorecard transforms strategic planning from an academic exercise into the nerve center of an enterprise. WS3: Medical Round Table Leader: Clio Schils, The Localization Institute Note: Most of Medical Round Table presentations will be available in both English and simplified Chinese, courtesy of Omnilingua.
The Shanghai Medical Round Table will be open to clients (all day) and vendors (afternoon only) and will focus on several issues concerning localization and translation for the medical device, pharmaceutical and diagnostics sectors. The Shanghai Medical Roundtable will offer three in-depth presentations, followed by discussion; all attendees are welcome to participate. Two topics will be presented during the morning session, and these focus on issues of special interest to customers. One topic will be presented after the lunch break. Parallel break-out sessions during the second part of the afternoon will offer the opportunity to exchange views on the presented topics. In small groups, attendees can discuss how the observations and the lessons learned during this Roundtable may be converted into a range of best practices that are applicable to and compatible with each attendee’s own specific corporate environment. The Medical Roundtable will address topics such as: You are cordially invited to register for the Medical Roundtable through the normal registration procedure. Customers can register for the full day; vendors can register for the afternoon session only. Shanghai Medical Round Table Topic Blitz If you would like to submit a topic that you would have interest in hearing more about during the Shanghai Medical Round Table , please send an e-mail to Clio Schils indicating your topic and a description of your request.
WS4: Introduction to Medical Localization: Out of Asia Leader: Simon Andriesen, MediLingua Medical Translations Synopsis: The focus of this workshop is medical localization ‘out of Asia’ and into European languages. It is intended for people who want to learn more about the practicalities of medical localization and translation: customers in the medical sector (such as medical device and pharmaceutical companies) and providers of medical localization services. During this half-day event, several issues that distinguish medical localization from ‘normal’ localization will be discussed: The workshop is set up as a general introduction as well as an in-depth information session. The workshop leader will share his many years of medical localization expertise, and participants are welcome to share and exchange their experiences. A longer version of this workshop was given (together with other presenters) during previous Localization World conferences in Europe and North America and had excellent reviews, both from customers and from vendors. WS5: Introduction to Localization Presenter: Daniel Goldschmidt, Google Synopsis: The workshop is meant for anyone who is new to the localization world, but not only; During the 3 hour event we will traverse through the world of localization: what is software localization, its importance, the basics for setting localization processes and more. We will examine both aspects of localization: Engineering and Product.
GALA Member Meeting The GALA member meeting will take on a new format to meet the needs of local Asian members and members traveling to Pre-registration is required. The member meeting is free of charge (lunch is not included; however, companies can register for lunch for 30USD/person on the Localization World web site). The speed networking activity will work best with a maximum of 1-2 representatives per company.
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Synopsis: The Medical Round Table during Localization World Shanghai will highlight the overall conference theme “Out of Asia”. At the same time some of the presentations will also offer an “into Asia” perspective. 
