Main Content
Dublin 2008
The Business Impact of Operating Without Standards
8-12 December 2008, Radisson SAS Royal Hotel, Dublin, Ireland
The LISA Forum Europe will be concentrating on the business impact in the globalization industry of operating without standards. Multiple tracks, case studies and end-user presentations will focus attention on the executive issues, skill sets and business challenges associated with implementing standards to meet worldwide customer requirements.
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KEYNOTE: Social Networking: Integrating the Customer into Content Creation and Localization
Stephen Brennan – Senior Vice President, Symantec Corporation
Symantec has realized its long-term goal of end-to-end content development and global publishing, but the rules have now changed. It’s time for the roles of information developers, content managers and translators to be redefined in today’s new world of forums, blogs and crowd sourcing. Brennan will share an overview of Symantec’s globalization process and the technology challenges that now confront its global/local operations, as it focuses on how to build customer interaction into its content creation and localization process.
Business Process Globalization: How Process Models Can Effectively Improve a Business Unit’s Operation
Steven Atkin – Chief Globalization Architect, Globalization Center of Competency, IBM
Managing the limited number of globalization resources available to an organization is becoming increasingly more challenging due to the vast changes taking place in the way software is now constructed. Atkin will describe how IBM is leveraging SOA (Service Oriented Architecture) to support the business transformation of its globalization and translation process, including the architecture, business patterns and supporting tools that form its foundation.
PANEL SESSION: Standards in Engineering – Evaluations, Project Structures and Technical Validation
Moderated by David Ruane – Director of WW Engineering, Tek Translation International
Stephen Holmes – Independent Consultant
Daniel McGowan – Technical Project Manager, Novell
Peter Reynolds – Translation Management Consultant, Polish Association Of Translation Agencies
Michael Doody – Director of Localization Engineering and Technology Services, Symantec Corporation
Is your engineering team making you money? (If not, why not?) Are your tools and workflow standards-based? Why are you using the tools you have? (Are they the right tools or was it the right price?) How do your processes stand up to CMS/DMS (content and document management system) challenges? Are your transaction communications (e.g., delivery requirements, handoff emails) consistent, well-designed for all stakeholders and templated? This panel will describe how the processes, tools and technical actors involved in routing content through the localization cycle have a direct impact on the goals that can be achieved. It will also show how standardizing these often hidden areas (and many more) can help your company achieve its longer-term business objectives.
Driving Centers of Excellence ‘One Notch Higher’
Surendra Saxena – Senior Manager, Cisco Systems
Vishal Gupta – Senior Director, Global Services Practice, Healthcare Practice, Cisco Systems
Many product companies are setting up centers of excellence to drive profitable delivery of services. Unfortunately, the back office is not yet industrialized enough to deliver these productively. Gupta and Saxena have several years of experience building centers of excellence in underserved markets to drive globalization, productivity and innovation. They will share their standardized process, which leverages metrics for Globalization, Productivity and Innovation (something Cisco has branded Smart Global Delivery©), and the methodologies, tools and technologies they use to drive centers of excellence ‘one notch higher.’
‘Agile-ized Localization’
Mika Pehkonen – Documentation and Localization Manager, F-Secure
Many companies are now pressuring their localization departments to implement Agile development methods. However, there are very few successful implementations of ‘Agile-ized localization’ that are publicly available. Pehkonen will describe how F-Secure has done it and then open up the session for questions/comments. Come prepared to discuss how ‘Agile-ized localization’ affects your daily business decisions, technology choices, purchasing strategies, work workflow and QA processes.
MT Segments vs. TM Fuzzy Matching: Results of a Pilot Study on Productivity and Quality
Ana Guerberof – Operation Manager, Logoscript
Machine translated (MT) segments are increasingly included as fuzzy matches within translation memory (TM) systems in the localization workflow. Guerberof will share the results of a pilot study on the correlation between statistical-based MT segments (based on Language Weaver output) and TM fuzzy matches vis-à-vis productivity and final quality. The findings reveal that translators show higher productivity and quality when using MT output than when processing TM fuzzy matches.
“The Naming of the Parts” – Can We Standardize the Globalization Industry’s “Tower of Babel?”
Dale Schultz – Globalization Test Architect, IBM
Definitions for the terms we use enable us to communicate clearly. However, advances in technology and business needs often require some level of flux in our definitions. And, sometimes, well-entrenched definitions can present hurdles during the revision process. Schultz will explain how IBM has tackled this problem with the revision of the fundamental terminology used in the globalization /internationalization /localization realm.
Point-Counterpoint on Standards: Will We or Won’t We?
Moderated by Dale Schultz – Globalization Test Architect, and Kara Warburton – Terminologist, IBM; and Arle Lommel – Chair of OSCAR Open Standards Committee, LISA
Customers: CaridianBCT, Hewlett-Packard, IBM, KIDD & DRAHEIM, Moravia Worldwide
Tools Providers: Interverbum Technology, Language Technology Centre, Lionbridge, SDL International, Welocalize
After a short introduction detailing how language standards apply to the current business environment, customers, tools developers and standards experts will spar back and forth on-stage and with the audience about (1) why developers can’t/won’t support standards in their current form, (2) what customers are expecting in their products vis-à-vis standards, and (3) what all of us need to do to make this happen going forward. Come prepared to participate!
SDL Automated Translation Solutions™ – Communicate Like You’ve Never Communicated Before
David Marshall – EMEA Corporate Markets Manager, SDL International
Do you have large volumes of content that are too expensive or urgent to translate? Would you like to communicate better with colleagues and customers in their own language? Marshall will provide an overview of the new SDL Automated Translation Solutions™ (SDL ATS). Learn how SDL ATS can provide instant translation to support communication through chat, email, documents, presentations and the web to provide a rapid and highly cost-effective solution for both ‘gisted’ and high-quality translations.
Localization Vendors: Helping Customers Negotiate the Localization Minefield – An Insiders’ Look
David Sommer – Senior Localization Project Manager, Net-Translators
Sommer will present an engaging and entertaining behind-the-scenes look at the world of localization from the vendors’ viewpoint, with an emphasis on the steps taken to meet quality, budget and scheduling goals. The audience will learn just how large a role risk management plays in localization, while enjoying humorous, real world anecdotes from the trenches.
Beyond TMS – Tek OneWorld Platform
Iñaki Hernandez-Lasa – LE Department Manager, Tek Translation International
The complexities of localizing products for sale worldwide can be staggering, as can the loss of competitive advantage, the amount of unrealized profit and the high cost of inefficient processes. Hernandez-Lasa will show how Tek’s OneWorld On-Demand Platform can help you to (1) make informed decisions, (2) track and measure the results of your process, (3) avoid industry-specific pitfalls and (4) reap the value of regionally-centralized operations.
Innovating Localization QA for Agile Web Development
Gary Winterlich – Project Manager, Brandt
Brandt has developed a unique and innovative tool called Shadow™ that allows simultaneous cross platform and cross-language testing. Winterlich will demonstrate through a case study how to use the product to help clients optimize their QA process and shorten their testing cycles.
Learning How to Tango: What All of Us Need to Do to Make Open GIM a Reality
Moderated by Rebecca Ray – Managing Editor and Consulting Partner, LISA
Team Leads: Alison Toon – Translation and Localization Manager, Content Management Services, Hewlett-Packard Systems; Jason Arnsparger – Localization Project Manager, CaridianBCT; Jennifer Linton – XML/CMS Project Manager, CaridianBCT; Andrew Draheim – Founder and Principal, KIDD & DRAHEIM
Other Participants: Interverbum Technology, Language Technology Centre, Lionbridge, Moravia Worldwide, SDL International, Welocalize, XML-INTL
In this interactive session with the audience, teams of 3 (customer/tools developer/standards expert) will address the technical, business, training and implementation issues facing organizations that want to migrate from proprietary GIM scenarios to ones based on open architecture/standards. Participants will cover input/requirements from customers (including LSPs) and responses/solutions from developers, along with findings from the LISA Migration Whitepaper on this issue. Come prepared with your list of issues!
Developing a Strategic Language Plan
Lew Tarnopol – Localization Operations Program Manager, Intel Corporation
Many companies struggle over which language versions to provide for their websites. One solution is a strategic language POR. Tarnopol will share how Intel has leveraged business research and standards to develop its strategic language POR.
The Content Globalization Industry and Terminology – An Emperor With No Clothes?
Kara Warburton – Terminologist, IBM
Against mounting evidence to the contrary, language professionals continue to underestimate the importance of managing terminology for the content globalization industry. The results of the ROI studies to be presented during this session may surprise you. Adhering to standards is critical to the success of any terminology management initiative. There is an increasing need to exchange terminology, which also requires standards. TBX, now an ISO standard, is ready to provide solutions, but tools suppliers are dragging their heels. Come find out why from Warburton.
Implementing Standards within a Global Information Management Environment: A Regulated Industry’s Perspective
Jennifer Linton – XML/CMS Project Manager, CaridianBCT
Jason Arnsparger – Localization Project Manager, CaridianBCT
Linton and Arnsparger will provide a case study outlining how the CaridianBCT (formerly Gambro BCT) Technical Communications Team implemented a scalable, flexible and measurable Global Information Management System – from source content development through localization – based on the Astoria content management system and Idiom WorldServer. In a regulated industry, these improvements come with a slightly different series of challenges and lessons learned. They will share what they did/are doing, their drivers, how they are leveraging standards and how they deal with risk and change management while under regulatory constraints.
Technical Communication Standards in Regulated Industries
Patricia Egan – Instructor, Technical Communication, University of California at Berkeley Extension
As the financial world seeks to restore confidence among investors and the public, standards, regulations and compliance become more critical. The (U.S.) Sarbanes-Oxley Act (SOX) of 2002 included documentation of processes and procedures among its mandates to increase transparency and to deter abuses. This year, the U.S. Securities and Exchange Commission (SEC) announced that American corporations will be required to comply with International Financial Reporting Standards (IFRS), including use of eXtensible Business Reporting Language (XBRL) to facilitate translation of financial statements. Sanjay Anand, chair of the SOX Institute, stated during a recent webinar that compliance begins with documentation. Egan will explain how technical communication professionals can offer skills and experience of considerable value to the documentation and compliance process.
Creating Reusable and Localizable Content – From Text to CMS
Regine Herzog – Information Development Lead, Rockwell Automation
Based on the current multiple language authoring and production process used by the Life Sciences unit of Rockwell Software, Herzog will discuss the advantages of standardization in content creation when transitioning from Word-based, single-source authoring with DocToHelp 2000 to database-supported content creation with Author-it. She will highlight the efficiencies and quality improvement which her company has gained during content creation, as well as the cost savings downstream in localization.
Controlled Language: How Standardizing on Content Creation Reduces Translation Cost, Improves Quality, and Facilitates Globalization
Berry Braster – Director, North American Operations, Tedopres International
Braster will discuss the concept of using standards such as Simplified Technical English for controlled authoring, and demonstrate how translations can be improved and their cost reduced by as much as 30%.
Automatic Post-Editing: Review of Translation Quality Gains
Dr. Johann Roturier – Principal Research Engineer, Symantec Corporation
Jean Senellart – Director R&D, SYSTRAN
Senellart and Roturier will present two types of automatic post-editing approaches that can be used to increase the effectiveness of machine translation (MT) within localization workflows. They will first focus on how to use translation standards (TMX and XLIFF) to integrate MT within a traditional translation workflow. They will then review automatic post-editing approaches to show how they can improve the quality of MT output and increase the productivity of post-editors working in a TM environment. They will provide a number of metrics to show how automatically post-edited MT segments can be more useful than traditional TM fuzzy matches.
Localization-ready Flash Authoring
Roman Civín – Solution Architect, Moravia Worldwide
Media content created in Adobe Flash and Flash Lite have become a standard. Localization of Flash is equally frequent, but despite the advanced features built into the authoring platform itself, it is often not as effective as it could be. Civín will focus on the critical business and process considerations when designing and developing Flash media content for multilingual localization. He will describe the typical Flash localization process, along with the critical elements that determine its effectiveness, and how these are affected by Flash content design. He will also demonstrate the role XML plays in Flash localization and how this standard can be leveraged.
New Standards for Translation and Publishing of Single or Multi-source Content and Products
Tony O’Dowd – President, Alchemy Software Development
O’Dowd will challenge traditional beliefs and approaches to standards and processes within our industry, and question how we can push thought and technology leaders to revolutionize current models to achieve more productivity at a reduced cost. He will also present alternative models for dealing with international content and products through technology innovation and breaking down traditional barriers to cost-efficiencies and quality.
Panel Discussion: Standards Impact on the Productivity of Automated Translation Technologies: What Works, What Doesn’t and Why
Moderated by Daniel Goldschmidt – Internationalization and Localization Expert, LocFlowTech
Kirti Vashee – VP Americas & EMEA Sales, Asia Online
Will Burgett – Program Manager, Intel Corporation
Ana Guerberof – Operation Manager, Logoscript
Tony Jewtushenko – Director of Research and Development, Product Innovator
Yves Champollion – Founder and Chief Architect, Wordfast
Translation automation is a must, not only to reduce costs, but to increase throughput for the translation industry in a constantly growing world of content. The panelists will address the impact of standards on translation automation and the technologies involved, including the type of standards required and whether it is possible to standardize content (such as terminology) and exchange formats.
Industry-Academic Research in Technology and Standards
Dr. Sharon O’Brien – Lecturer, Dublin City University
Dr. Minako O’Hagan – Senior Lecturer, Dublin City University
Fred Hollowood – Director R&D Language Services, Symantec Corporation
The presenters will draw on several years of successful research collaboration to describe the interesting dilemmas that emerge when industry and academia agree to collaborate on localization research. They will compare and contrast initial expectations and address questions such as researcher and supervisor profiles, the responsibilities of each party and how to secure funding. They will also share their collaboration to date on MT and Controlled Language, and discuss the standards they have used in their research (XLIFF, TMX and BLEU, among others).
Fully Integrated Terminology Management
Ioannis Iakovidis – General Manager, Interverbum Technology
Iakovidis will show how you can easily integrate TermWeb with your company’s applications and processes to share, distribute and control how your standardized terminology is used across different systems.
Lessons Learned: How Ireland’s Localization Has Business Changed, and What It Will Look Like in the Future
Moderated by Tony O’Dowd – President, Alchemy Software Development
Reinhard Schäler – Director, Localisation Research Centre
Lawrence Moran – Globalisation Services Manager, Novell
Anna Browne – Tools&Process Manager, VistaTEC
Ireland, a global thought leader and center of excellence for localization since the 1980s, has seen many changes over the last thirty years. Drawing from a diverse pool of industry leaders who hail from the academic, end-user and LSP communities, this presentation will dynamically explore the evolution of the industry on these shores, sharing insights from their experiences of lessons learned, current challenges, and crucially what may lie ahead for us all. Localization newcomers will come away with a sense of how far we have come and the fun we had along the way. At the same time, we hope to resurrect some fond memories for the old-timers.
There are no slides for this presentation
Term Exchange SIG Planning Session
Moderated by Arle Lommel – Chair of OSCAR Open Standards Committee, LISA; Kirti Vashee – VP Americas & EMEA Sales, Asia Online; Kara Warburton – Terminologist, IBM; and Ioannis Iakovidis – General Manager, Interverbum Technology
This session will serve as the inaugural meeting for the new TermExchange Special Interest Group (SIG). It will introduce the TermExchange project and its goals. Participants will help develop the working plan and strategy for the SIG and discuss ways to contribute to the project.
There are no slides for this presentation.
