Main Content
San Francisco 2004
Managing Global Content Expansion
How Do We Integrate Distributed CMS? Where Does Language Fit?
Crowne Plaza Hotel, Foster City, California, USA
21-24 June 2004
Companies in all industries are facing significant multilingual content management challenges. Enterprise content has grown out of control. Just as supply chain management has forced organizations to take a broad view of processes and workflows, global content management demands that organizations view content assets across their entire lifecycle, from creation through distribution, application, and review, and on to final archival status.
Ultimately, those companies that effectively leverage their content management systems on a global basis can gain market share, increase revenue, improve business processes, enhance customer satisfaction and reduce expenses. To attain these goals and maximize corporate ROI, while leveraging content for maximum efficiency, executives are searching for the most sophisticated and appropriate technology. Implementing technology requires a clearly defined process, solid strategy, strong team participation and a relentless commitment to make it work well in multiple language application areas. The question then becomes how to know whether the process and strategy you’ve adopted are right for your organization, its web initiatives and its global growth plans. How do you know if the system you’ve put in place will deliver the results you’re looking for, and at what cost? Will it work for you and also for your outsourcing partners?
At the Localization Industry Standards Association’s 2004 Global Strategies Summit, language industry and content management experts and global business executives will show you how GMS, CMS, language processing tools, standards, and outsourcing all help tame content chaos and promote your company’s global expansion.
Multimodal Initiatives - Understanding the International Enterprise Market
Igor Jablokov - Program Director, Multimodal and Voice Portal Products, IBM Corporation
IBM is enabling its Pervasive Computing middleware portfolio for multimodal and multichannel access. Drivers for this include the realization by enterprise customers that they need to leverage the vast quantities of content in their ecosystems by providing human-centric access methods, since traditional methods pose insufficient capabilities to navigate those spaces. Device miniaturization, growth of wireless networks and open standards are the catalysts for this opportunity. This presentation will include defining the space, drivers, benefits, usage cases, standards, product roadmap, partner ecosystem, etc.
“More for Less ...”
Petra Nelson - Localization Manager, Discreet
This presentation examines how changes in economic climate and in general business practices have affected the way Localization is performed at Discreet, a division of Autodesk. This is a case study that focuses on localizing into European languages and examines the tradeoffs between giving higher priority to either quality, schedules or budget constraints. While quality was the main priority in the past a new localization model has evolved in which cost considerations are the main driving force in the decision making process.
Increasing Productivity and Cost Savings Through Translation Technology
Savitha Varadan - Global Web Content Manager, Peoplesoft Inc.
With a strong global brand that needs to be communicated effectively and consistently across 24 websites in 10 different languages, PeopleSoft faced significant challenges in global web content management. Savitha Varadan will outline PeopleSoft’s strategy for reducing costs and improving quality, including how SDLWorkFlow has simplified processes and improved time-to-market.
How Open Standards and Trust Promote Commerce
Dr. Alan K. Melby - Director of the BYU Translation Research Group; OSCAR Steering Committee; ATA Board Member and Chair of its Translating and Computer Committee; President LTAC Global, a non-profit consortium
In the presentation Dr. Melby will use the IBM PC (based on open standards) and the Apple Mac (based on proprietary standards) as an example of how many businesses have benefited from the use of open standards for microcomputers. He will continue by showing how standards as a whole (particularly TMX and TBX) can level the playing field and promote the use of the best tools and the best people for the job and how they benefit all parties (the purchasers of translation/localization services and the providers of those services and even the tool industry as a whole). He will also show how XML-based open standards do not necessarily imply that the data is open nor that encryption cannot be used when appropriate.
CLIENT CASE STUDY: “Putting MT to Work!”
Peter Jaeger - Enterprise Architecture, Cisco Systems
The presentation will cover Cisco System’s experience with machine language translation. Topics will include: how translation is being applied for web-based customer support; customer satisfaction and business benefits; challenges and lessons learned; translation models - past, present and future; and Cisco’s future directions and plans for translation - a strategic focus.
XML & Localization
Dan Dube - Director, Business Development, Innodata Isogen
Jerry Silver - Director, Product Management, Blast Radius
Focusing on real-world case studies, this updated presentation will demonstrate how Fortune 500 companies have dramatically reduced localization and desktop publishing (DTP) costs while driving efficiency with the implementation of XML-based technology. Solutions discussed in this presentation were designed to address the following problem areas related to localization: Inability to determine changes to content between localization cycles; Requirement to publish localized content to multiple media types (e.g. paper, Web); Reliance on Translation Memory tools to keep track of previously localized content; and Excessively high DTP and labor cost for publishing “difficult” languages (e.g., Asian languages, right-to-left languages, etc.). In addition to architectural and business case slides showing tangible business benefits, a technology demonstration will be provided to demonstrate these concepts with live XML content.
It’s a Small World After All...
Jessica Roland - Group Product Manager, International Product Operations, Documentum Inc.
Laughter vs. tears, hopes vs. fears... Under constant pressure to produce software better, faster and cheaper, software manufacturers are increasingly looking toward outsourcing work to low-cost offshore centers of excellence. EMC’s Documentum software division is no exception. In this session, Documentum International Product Operations will share the ups and downs of working with offshore teams for development and testing, and how this is influencing Documentum’s use of offshore resources for localization. Come join us to discuss: which projects/components can be outsourced and which can’t; the one role that can make or break an offshore experience; and off shoring core vs. localization work - similarities and differences creative ways to make it work.
OSCAR - Open Source for GILT Industry: Implementing Localization Standards
Gerard Cattin Des Bois - Program Manager Focused on Localization Tools Servicing Microsoft Products
Yves Savourel - Localization Solutions Architect, ENLASO Corporation
Andrzej Zydron - CTO, XML Intl Ltd.
Arle Lommel - Publications Manager, LISA
The Open Source/Open Standards movement has revolutionized the software world by providing high-quality software at no cost and by forcing software vendors to compete based on features rather than by locking customers into one particular product. Within the GILT environment open standards from OSCAR such as TMX, TBX and SRX, as well as XLIFF and Translation Web Services (OASIS), hold the possibility of similar benefits. By allowing users to “keep their options open” and select tools based on features rather than format, these standards are improving multilingual production environments. This session will discuss the contributions made by the various OSCAR standards, as well as areas for future development. Audience members are encouraged to participate and contribute their “wish list” of desired features for standards.
CLIENT CASE STUDY: TCS Technical Communication Systems - A new market!
Luc Van Haute - VP Sales & Marketing, Trisoft NV
Technical communication departments looking today for new software systems are overwhelmed by the variety of solutions, many of which are positioned as “Content Management” systems. Yet, this term is very confusing as it means different things to different people. Web Content Management for example started as a vertical application allowing users to build and maintain Web sites. Enterprise Content Management was introduced afterwards and positioned as a horizontal platform in an attempt to minimize the number of systems to be supported by the IT department. The question now is whether all of these Content Management tools offer real solutions for the challenges your technical communication department is facing today.
SDL and Trisoft aim to answer this question. They start by defining the specific requirements for technical communication, and then translate these requirements into specifications for a good Technical Communication System. They elaborate, for example, on all the aspects involved with single sourcing (writing smaller, topic-oriented, reusable document components rather than long, monolithic documents) and their impact on the set of tools. Luc brings evidence that a number of the so-called “content management” offerings do not meet even the basic set of requirements for technical communication. In conclusion, Luc argues that only dedicated Technical Communication Systems really solve the problem and as such constitute a new market. Two customer cases from ATLAS COPCO, number one worldwide compressor manufacturer and DAF, market leader in Trucks will demonstrate this solution.
Quality - Where Does It Come From and How Can I Get Some?
Andrew Bredenkamp - CEO, acrolinx GmbH
This presentation will describe and advocate a quality assurance ethos for multilingual documentation. We will present the principles of QA as they apply to localization and the benefits of this approach over quality control, which is still the most common quality management strategy in our field. The second part of the talk will focus more concretely on the benefits of QA over QC. We will present real scenarios from software, automotive and financial domains to show where the benefits come from and how they can be quantified.
Defining Globalization Requirements: The Technical Roadmap
Claudia Galvan - Sr. Engineering Manager, Adobe Systems Inc.
Pierre Cadieux - President, i18N Inc.
The planned Globalization features for the new versions of Windows and Mac are very exciting. Now it is a good opportunity to brainstorm to take advantage of the additional new features that will make application globalization and localization more efficient on application development.
Why Do I Need to Pay for Localization Project Management?
Willem Stoeller - VP Globalization, Welocalize
In this presentation three questions are addressed: Should Localization Project Management be outsourced? Is Localization Project Management a critical factor in vendor selection? Is Localization Project Management a billable service? To answer these three related questions we will first look at the added value that a localization vendor provides: The localization vendor provides, through Localization Project Management, planning, process, resource management/procurement and progress tracking/control to the various services needed in a localization project.
Optimizing Translation Review and QA Processes
Terry Lawlor - VP Worldwide Marketing, SDL International
Terry Lawlor explores how many corporations realize that continually evolving regulations and procedures, together with emerging localization standards, require an approach to quality assurance that begins at the authoring stage, and includes a focus on terminology management and an enhanced review process. Terry will focus on the importance of best practices in terminology, including centralization of terminology management and automation of terminology QA checks. The presentation will also cover translation review, how to improve communications between translator and reviewer, the benefits of in-context previewing and the importance of a global search and replace capability.
Thinking Outside the Box... Industry Best Practice for Translation Processing
Subhas Palchowdhury - Program Director and PDT Lead, Globalization Application, Process and Tools, IBM
For the last several years the GILT industry has focused on reducing the cost of translation and improving the quality and productivity. Companies including IBM did the same. The industry focused on improvement on productivity and unit cost year over year through vendor management, process streamlining and center consolidation. It is unlikely that we will find “silver bullets” . In the era of e-business on-demand, we should be thinking outside the box and using leading edge technology innovations to augment the current process and procedures. This will help tremendously in the long run. How can small technology extensions to current practices improve the bottom line further? As a case study, this presentation will also discuss some examples of such extensions already put recently or being put into practice, as we speak, in IBM.
“Don’t Just Do It - Automate It!” - Tools and Processes Used For Automating Localization File Handling
Bonnie Bonome - Globalization Project Manager,
Lum Twilligear - Localization Engineering Lead, IBM
Development of a flexible, end-to-end process and toolset to handle translatable and reference files can help you meet localization cost reduction goals. The tools and processes used by IBM/Tivoli Software facilitate both development of products that use a localization pack architecture and the ability to perform remote localization quality assurance testing. This presentation will describe the key backing concepts and locally developed tools used by IBM/Tivoli Software that have helped us realize localization project cost reductions averaging 10-15% per year for several years running.
The toolset includes a web-based interface to the source control system that performs both pre- and post-translation format checks, codeset conversion, file renaming if appropriate, etc. IBM proprietary packaging and translation tools (TM and MT) are also used in conjunction with an automated web-based translation query system. We recommend that companies with mid to large sized localization projects apply such processes and tools to significantly reduce their localization costs.
A Passionate Case for Open Standards for CMS, Translation, and Localization
Bryan Schnabel - Information Architect, Tektronix Inc.
The first part of this session will consist of a detailed story of how, in the late 1980s and early 1990s, Tektronix, like many other high volume technical communications publishing groups, invested heavily in an industrial strength, paper-publishing-based, proprietary system (Interleaf). Many circumstances evolved: The demand grew to include other deliverables (CD, Internet, Online help, Translations, etc.); Interleaf was purchased by Broadvision, and Broadvision’s roadmap for the Interleaf tool departed from our requirements; and the demand for accessible, sharable, reusable, nimble information became more pronounced. Tektronix found itself with two choices. One, find another proprietary solution that closely resembled Interleaf, or two, find a solution that met the new requirements, and mitigated the risk of what we saw happen with Interleaf. We chose not to find another proprietary solution, but to pursue an open standards based solution. The second part will consist of concrete technical examples, and demonstrations. These would showcase the strength, scalability, and flexibility of open standards like: XLIFF, XML, XSLT, SVG, and more.
xml:tm - A Radical New Approach to Translating XML Documents
Andrzej Zydron - CTO, XML International
xml:tm is a radical new approach to authoring and translating XML based documents. As such it represents the first real advance in translation memory technology since its inception by introducing the concept of “text memory” and “contextual memory”. In a radical departure from traditional methods of storing translation memory, the actual memory is contained within the documents themselves using the XML namespace mechanism. xml:tm has been submitted to the Lisa OSCAR committee for consideration as an OSCAR standard.
Automating Content Localization
Mark Bierle - Business Development Manager, P.H. Brink International
As internal and external drivers for content globalization increase/intensify, organizations continuously search for ways to increase output, improve content turnaround and improve the ROI of existing global content. P.H. Brink will present methodologies in use today that drive cost and time out of the content localization process while maintaining high quality standards. Tools that support the simultaneous Author/Translate model, rapid localization of tagged content formats and tight integration with existing client content management solutions form the base of automated workflows to be presented. Attendees will be briefed on actual customer case studies resulting in cost and timesavings in excess of 50%.
Language Technology Reviews
Moderator: Mike Dillinger - Translation Technology Consultant, Venturi Technology Partners
Gudrun Magnusdottir - Managing Director, ESTeam AB
Multilingual Services and Software for the Olympic Games
The need for fast, low cost translation technology has increased enormously in the recent years. Today, language/localization issues play a key role in any international business. These issues are especially imperative for enterprises doing business in China and for Chinese enterprises expanding internationally, due to lack of Chinese language expertise in the rest of the industrial world (and vice versa). Indeed, the organizers of the Beijing Olympic Games 2008 have placed language as a major priority only superceded by security. When expanding to a new language area any multinational corporation is likely to face similar communication problems as the Olympics.
Naoyuki Tokuda Director - Research and Development,
Pingkui Hou - Research Engineer, SunFlare Company
A Term Extraction and Glossary Embedding System
The presenters of this session have developed a new Term Extraction and Glossary Embedding System converting MS OFFICE documents into OASIS Compliant Open-Office-XML-transformed format. The systems is intended to assist translators in producing uniform usage of standardized technical terms throughout his/her English and/or Japanese source or translated documents and then help in compiling a standard glossary in specific fields of domain.
This session will go in-depth in describing the four important phases in implementing the Glossary Embedding System, showing how term extraction plays an important role in various applications. Collaboration is becoming more and more important with the development of Internet. Collaboration is the next stage of our Glossary Embedding System to help build up multilingual glossary systems. We will further discuss how the present approach lays a solid infrastructure for facilitation.
CLIENT CASE STUDY: The Strategic Value of Global Customer Care
Brooke Watts - System Project Manager, Satmetrix Systems
Liesl Leary - Sr. Localization Strategist, ENLASO Corporation
Loyal customers are the principal driver of profits, yet few companies have realized the strategic advantages of measuring customer satisfaction in a global context. This session explores the next steps after localization to understand how effective your in-country presence really is in regards to customer loyalty. This case study will highlight Satmetrix Systems and their relationship with enterprise localization solution provider ENLASO to discuss the importance of consistently measuring for customer satisfaction and the best methods by which to do this. The presentation will also discuss Satmetrix’s own satisfaction with their localization vendor and will demonstrate the importance of a true localization partnership to your global customer base in the final analysis.
Outsourcing Panel - Presentations & Discussion
Leonid Glazytchev - General Manager, Logrus International
The Russian Brick in the BRIC Wall - Why is it Competitive?
This session will address several points including how localization is not programming, and outsourcing in localization has its own roots, reasons, know-how, etc. It’s not the same as everything else. Other topics include: the differences between outsourcing locations; localization awareness level; existing infrastructure; experience; strong points; investments necessary; long-term pricing perspectives; the language people speak and whether it matter; traditions vs. facts and if we always do the right thing following the mainstream (with some unexpected revelations); if this mainstream exist in localization industry; and practical conclusions.
Gabriela Bosco - General Manager, Pampa Translations
Localization Outsourcing to Latin America: The Argentinean Case
Nowadays, Argentina is one of the newest and most attractive outsourcing locations. In this session Gabriela Bosco will give the history of how Argentina started and grew into becoming an even better target for localization outsourcing. The software industry in Argentina is growing as never before and the estimated growth of the industry for 2004 is 15%. More and more skilled and highly trained graduates in computer science and engineering are graduating each year and they are hungry for opportunities to stay and work in their country.
Argentina finds itself in an unparalleled position to provide a whole range of localization services (including engineering and testing) and not just the linguistic part of the process, thus offering savings of up to 50% in respect of foreign companies. Gabriela aims to prove that Argentina is undoubtedly where the greatest opportunity resides and where privileged possibilities could start to multiply geometrically, while still addressing certain issues that will require the best of our trouble-shooting abilities, such as bureaucracy and inadequate labor and corporate law.
Alexei Miller - Director, Project Management, DataArt
Offshore Outsourcing: Best Practices for Small and Medium Size Businesses
Outsourcing (or offshoring) is quickly becoming as a de-facto standard for many branches of IT industry. Trade publications and research groups of all sorts present a wealth of case studies, roadmaps, recommendations and best practices on “how to do it right”. Yet one could easily notice that while all this research discusses generic outsourcing issues, recommendations given are valuable mostly for those who buy outsourcing in gross. No one really cares to give systematic advice to smaller companies with smaller projects and modest resources. Volume-hungry vendors just add to the problem. Their propaganda often promotes complex processes, substantial infrastructure investment, and large on-site personnel - all clearly helpful ideas, but often unaffordable for smaller companies. Many go as far as suggesting that outsourcing investment will only pay off in several years. This is certainly no good news for SMEs.
One can argue that outsourcing does only make sense only when consumed at large scale. We disagree. Quite the contrary, we are seeing lots of examples where the dynamic nature of small and medium size businesses helps them gain value in a very short timeframe. This presentation will share some of the time-proven best practices for offshore outsourcing specific to SMEs.
“Don’t Just Do It - Automate It!” Tools and Processes Used For Automating Localization File Handling
Bonnie Bonome - Globalization Project Manager,
Lum Twilligear - Localization Engineering Lead, IBM
A More In-Depth Follow up to the Plenary
