Main Content
Vienna 2001
Global Design for Mobile Markets
The Localization of Wireless Products and Services
Vienna, Austria
7-9 November 2001
The growth of mobile products and services, M-Commerce, brings to the forefront the concept of global usability within localization practices and strategies. A paradigm has emerged within the market where user-centered design and cross-cultural usability testing have become an integral part of the localization workflow. Global usability engineering not only complements this process but also makes it more efficient and creates new potential for business in such things as side products and spin-offs, while also benefiting localized content management and outside support – and mobility is playing a greater role. Methodology standartization is rapidly catching up with the challenges of these developments and so it important that M-Commerce professionals and managers also keep up, in order to cope with the intricacies of multilingual markets.
The LISA Forum Europe in Vienna defines the developments in localizing the mobile market and the benefits of global usability. It provides an opportunity for all involved in the mobile market to review emerging best practices, new business models, and even new paradigms for the interfaces between globalization, localization, M-Commerce, and usability engineering in the context of developing new products and services in a globally wireless world.
LISA Introductory Session for New Members and First-time Attendees at Forum
Michael Anobile - Managing Director, LISA
This session is designed to familiarize attendees with the LISA organization: its goals, management structure and operating objectives. The association’s activities, members’ involvement and expectations will be outlined, followed by a question and answer period aimed at identifying how the LISA can be more responsive to the industry’s needs.
The New Mobility of our Society
Prof. Dr. Johann Günther - Head of Department, Telecommunications, Information and Media, Vice President, Donau-Universität Krems
People have always been mobile. So it’s no surprise that with the advancements in technology, a global village has formed where we can now take advantage of the conveniences that technology provides – while still living a mobile life.
Mobile Commerce: Wireless-enabled Business
Tomi Davies - Director of Media Communications and Technology, Sapient Ltd. London
M-commerce is an emerging business force that will drive global revenue to £75 billion by 2005 of which Europe’s share alone will be £40 billion. Davies discusses the business and technological trends impacting M-commerce. He shows us how to “follow the money:” How key players are creating economic value by understanding the user-landscape and solving the business and technology challenges, and the roles localization services and content plays. Davies also gives insight into how multi-vendor experience enables the best solutions and why it’s important to understand geographic differences when creating solutions. Finally, he handles the question of what value 3G will provide in line with the challenges it faces as M-commerce applications evolve.
NTT i-Mode Success in Japan
Karl Hahne – Managing Director, ONEWORLD
Over 50% of Japanese Internet users are accessing the net via their portable phones. Karl Hahne answers the questions: What makes i-mode successful? What are the NTTs’ plans for Europe? Is the Japanese Telco giant going to be as successful as it is on its home territory? What are some of the business and technological hurdles that must be overcome for success in Europe?
Hahne also discusses the technological aspects that are different to the European WAP system, what issues are important when localizing or creating content for i-mode, and the cultural aspects that are responsible for this success.
Expert-dialogue: E-Procurement Lessons for Today and Tomorrow’s e-Businesses
Moderator: Heinz Pechek – Head of Advanced Studies in Purchasing & Supply-Chain Management, Donau-Universität Krems
Panelists:
Michael Klemen – Former Application Marketing Director Europe, Middle East Africa, Oracle Europe
Prof. Werner Dorfmeister – Head of Consumer-Solution, Microsoft Österreich
Prof. Dr. Johann Günther - Head of Department, Telecommunications, Information and Media, Vice President, Donau-Universität Krems
The rapid shift from traditional purchasing to “click-to-procure” processing environments is revolutionizing the way providers and users transact business. Web-enabled technologies and infrastructures are establishing the means of cost-efficient global trade for those companies willing to adapt to global processes. How do customers and providers benefit? What are the cost parameters? What are the cultural obstacles and how are they being solved?
It may be obvious how global sourcing and market development benefit large corporations but what are the advantages for the SME, particularly in the central European markets? How do you change the enterprise mindset to tackle the cultural and international business challenges? What are the desktop and back-office convergent points offering hook-up solutions to new marketplaces?
With case-study examples of what works and why, and what remains to be solved, this expert panel gives concrete advice for companies preparing to enter the global procurement environment.
Time and Quality Assurance: The Dilemma of Managing Multilingual Projects
Justyna Podlasinska – Senior Account Manager, Lomac Group
During the session, major barriers for reducing the time of the completion of multilingual projects will be presented. The presentation will cover methods and software tools for shortening times for smaller multilingual projects (often updates) even down to a few hours. Quality assurance techniques will be discussed. There will also be a cost analysis of modifying traditional project management approach on the side of service provider, as well as additional requirements that the party ordering a project must satisfy.
Managing Language Resources in Global Content. Management Processes – Practical Solutions from the SALT Initiative
Gerhard Budin – Professor, University of Vienna
Alan Melby – Professor, Brigham Young University
In close cooperation with key industry partners, the SALT consortium has developed a range of tools and work flows that allow flexible design, modeling, building and exchange of multilingual lexical and terminological resources for all applications in global content management, localization and internationalization, translation management. This session presents their accomplishments and direction.
Defining Cost Drivers in Translation Memory Projects
Marie-Noelle Alphonse - Supplier Delivery Manager, Hewlett-Packard France
The aim of this workshop is to evaluate how users can define Translation Memory cost drivers, and to discuss the feasibility of standardizing prices. For example rates for fuzzy matches, perfect matches, and repetitions – among other TM attributes – with special regard to how costs will differ according to localization vendors and project languages. Is there a way to regulate these differences? Is there a standard pattern or approach that could be applied? Other cost considerations include Alignment, and the creation of Translation Memories. On which basis should these functions be priced?
All TM professionals are invited to this session with hopes that interested parties can establish a workgroup dedicated to regularly exchanging data and cooperating in standardizing TM pricing parameters.
Case Study: The Microsoft Way of Doing e-Business
Prof. Werner Dorfmeister – Head of Consumer-Solution, Microsoft Österreich
Six years ago, with a 22-person purchasing department, Microsoft shifted all business processes from paper-based procurement to intranet-based procedures. It began with the IT group and made its way throughout the organization including every aspect of Human Resource Management. Transaction costs were approximately 65 USD per order. Their goal was to implement a user-friendly method to increase efficiencies. They wanted to save money and processing time.
Today Microsoft manages over 500,000 specialized procurement transactions. Their purchasing department is comprised of 6 persons managing the requirements of over 80,000 MS employees worldwide. Werner Dorfmeister heads Consumer Solutions for Microsoft’s Austrian operations. He explains the strategic implications of implementing a global procurement solution, and its impact on the diverse cultures and requirements effecting companies of any size.
An Introduction to Internationalization: How to Do it Right the First Time (and How to Recover When you Didn’t)
Lloyd Honomichl - Senior Internationalization Engineer, Lionbridge Technologies Inc.
This informative session will: Describe the history of software internationalization; Discuss why internationalization has yet to be fully accepted by rank and file programmers; Show the importance of planning for internationalization from product conception; Outline strategies for adding international support to an existing application; and Summarize the level of international support in current development environments including Programming Languages, Operating Systems, Databases, and World Wide Web Infrastructure.
Lloyd has been involved with the Unicode Consortium since 1990, including serving as Novell’s representative to the Unicode Technical Committee from 1991-1999. He chaired the conference committee for the International Unicode Conference in Tokyo in 1994, and has served on the conference review board since that time.
Global Communications: If I Can Make You Speak My Language...
Matthias Heyn – Senior Vice President Europe, TRADOS Corporation
In spite of the considerable challenges of implementing enterprise terminology programs, the benefits of decisive corporate communications for supporting customers, selling products and services, and globalizing operations are well documented. There are always trade-offs between costs, time and perceived value. Or are there?
This presentation focuses on three crucial aspects of enterprise communications: Terminology’s value proposition; the evolution of how data is treated and converted into assets; and the business case for an ROI on corporate communications.
Matthias explains the common pitfalls of preparing multilingual databases, and how to cost-effectively manage these assets. He also illustrates how recent advances in technology, when coupled with the end-user’s short-term goals, have obscured the total picture rather than motivated organizations to implement longer term solutions. Finally, Matthias shows us in financial terms why investing in terminology makes good business sense.
eContent Program of the European Commission: European Digital Content on Global Networks
Erwin Valentini – Project Officer, European Commission, eContent Program
Enterprise Content Management – An Assessment of the Multilingual Content Market
Ben Martin - Vice President, Content Management, J.D. Edwards World Source Company
Content fuels business processes and business decisions. Gaining control of the creation and change of that content across languages and then delivering that content into the multiple output types required is shaping a new, emerging market – Enterprise Content Management. In this session, gain a birds-eye view of the shifting marketplace, the convergence of e-learning, web content management, and globalization markets. Discover how localization and translation technologies, services, and methodologies intersect with the growing requirements of this evolving marketplace.
Large-Scale Content Localization vs. Quality and Costs: Can Language Technology Help meet the Challenge?
Daniel Grasmick – Development Manager Multilingual Technology, SAP AG
Accessing, integrating and automating language technology is becoming fundamental to many global enterprises. It is not a simple task, and it is not without considerable rewards. Based on the successful use of MT and TM over the past decade, Daniel Grasmick, one of the industry’s most knowledgeable implementers of automated language processing technologies, gives an overview of his current projects and provides insight into SAP’s future plans.
The presentation focuses on typical projects that have helped save 40 to 60% of the costs compared to traditional human processing and discusses integration and interchange issues. Daniel will also share his views in the shortcomings of the tools currently available and elaborate on possible future solutions for handling mass data.
E-Content – Service Providers – Technologies: How Are They Converging, and What Does it Mean in Today’s Market?
Moderator: Jaap van der Meer – President, Alpnet
Panelists:
Manfrred Paul – The Austrian Ministry of Transport, Innovation and Technology
Regina Widmann – Websphere Translation Server Product Manager, IBM Voice Systems
With the convergence of eContent, Service Providers, and Technology in place – each aspect becomes more crucial to successful localization and the industry’s future. Content Management is key, as companies need to provide a large amount of timely, accurate information in a variety of languages and formats. The technology for successful Content Management is available, this includes all forms of automated language processing -- and service providers are in a good position to offer the management, service and support that companies need.
How XML-based Enterprise Platforms Manage Multilingual Global Web Content
Otto de Graaf - Product Manager, Tridion
This session will discuss and demonstrate: How XML enables easy localization; How XML enables cooperation between localization vendors and their customers; How content management systems should manage content in its translated and localized versions; How workflow can be used to automate BluePrint Management; and How content creation workflow and translation workflow can interact. The topics will be illustrated through Tridion’s Content Management System DialogServer.
Content Management: Integrating Translation Tools and Terminology Databases
Loy Searle - Director Worldwide Translations, J. D. Edwards World Source Company
Paolo Vanni - Tools & Terminology Manager, J. D. Edwards World Source Company
Loy and Paolo will present the tools that have emerged from their group projects over the past few years. This includes software translation tools, a proprietary terminology database and the new Content Manager product. They will discuss why JD Edwards has designed a unique set of tools, applications, and solutions for their translation and publishing organization over the last couple years. They will also explain the business rationale that inspired JDE’s development effort, the results they have achieved so far, and their future plans for Terminology Database, OW Translation Tools, and Content Manager.
It’s e-Procurement or No Procurement!
Heinz Pechek – Head of Advanced Studies in Purchasing & Supply-Chain Management, Donau-Universität Krems
Heinz Pechek is an internationally renowned expert for strategic purchasing. He presents a very convincing case that the future of procurement will acquire a totally different form from traditional business purchasing processes.
What is the New Economy and How Bright is its Future?
Michael Klemen – Former Application Marketing Director Europe, Middle East Africa, Oracle Europe
This session will explain how the B2B markets are changing; the role the Internet is playing in this crucial evolution from traditional paper and people resource dependencies to more efficient electronic processes; and how users and business partners can benefit from the new economy.
In an open discussion format, this session covers the challenges associated with building new marketplaces; and identifies the decision-making criteria for technical and marketing solutions. Michael Klemen is one of Austria’s leading experts on E-market development. He has been responsible for designing and implementing award-winning e-Procurement and Web-Globalization sites.
Market Analysis & Reviews: Poland and Hungary
Marek Piórkowski - Managing Director, Lomac Group
Peter Surjan – Localization Manager, Gamax
Polish Market Overview
A short presentation will analyze the localization market in Poland in view of the approaching Polish accession to the European Union, and taking into consideration current problems of the Polish economy that is greatly influenced by both the European and American economic slowdown. These complex conditions under which Poland has been developing its modern economy also influences decisions made by international investors with regard to the demand for localization services.
Hungarian Market Overview
The presentations covers: the history of the IT localization in Hungary; a global view of the market (software, hardware, web, games, non-IT); market size, service providers and customers; forecasting the trends in how local firms are managing multilingual web sites; and the quality of Hungarian localization projects.
Enterprise Communication – Terminology Management for the Localization Industry
Kara Warburton – Terminologist, IBM
Proactively managing terminology is becoming increasingly important to remain competitive in the localization industry, not only for localization services, but also for their clients and for developers of localization tools. Terminology management is gaining momentum as a key component of the localization process. Using some findings from the LISA Terminology Survey, this presentation will examine how the localization industry is managing terminology today and what strategies are recommended for the future. Kara Warburton is a member of the LISA Executive Committee and Terminology Advisor.
Client Case Study: Localizing Content within a Regulated Environment
Andrew Bishop – Managing Director, Lionbridge Technologies, Inc.
David Gingell - European Marketing Director, Documentum
Translation and product globalization present acute challenges to companies in regulated industries. The stakes are high – in the medical-device industry, for example, problems with labeling (which includes translation) are one of the major sources of recalls. Managing multilingual content for clinical trials, product information, and product packaging has unique characteristics within a highly regulated industry such as healthcare.
Documentum has embraced this regulated industry by designing a content management system that helps companies meet compliance regulations during global product rollouts. 4i Compliance Content Management Edition is used by European and North American companies alike, and has set the standard for global content management practices worldwide. Together, Documentum and Lionbridge will describe how they have integrated their technologies to help leading companies in regulated industries reduce cost, ensure high-quality, and speed time-to-market, while creating the audit trail needed to satisfy international regulatory guidelines.
TRADOS: MultiTerm – A New Generation in Terminology Management
Michael Wetzel - Product Development Manager, TRADOS
Live demonstration and feature outline of the new TRADOS MultiTerm. The demo will particularly address the new term management features and the high degree of scalability and connectivity.
SDL: Guiding you to the Pathway of Multilingual Success
Steve Westover - Translation Technology Program Manager, SDL International Ltd.
SDLWebFlow is an integrated and scalable multilingual content management solution. Its workflow system detects changes to content; manages content translation, review and approval; and publishes to the appropriate local language site. SDLWebFlow’s translation technology includes translation memory and real-time translation for client usability.
STAR: Transit Satellite PE product
Tanja Kaltenbach - Key Account Manager, STAR Group
STAR’s new product is called Transit Satellite PE – PE stands for Personal Edition – it is the latest member of the Transit family of translation memory products. This session shows how it will be possible for all service providers to equip their freelancers with professional, state-of-the-art translation technology at a click of the button and at no cost!
Translate.IT: Localizing with Logoport – New Translation Memory Technology for the Internet
Herbert Egert - President, Translate.IT
Logoport is the first Translation Memory solution running the Internet and company Intranets. Fully compatible on TM level, it offers the added value of integrating your worldwide translator community online into your projects. Run projects faster, more consistently, with higher quality and lower cost.
