LISA Global Strategies Summit
LISA Workshops in Boston, MA
Introduction to Localization: Products, Services and Customer Support
Understanding the Localization Business, Localization Tools, and Planning for International Projects 9am - 5pm : Monday, May 23, 2005
Where international business was once the exception rather than the rule, more and more companies of every sort are involved in international sales and distribution or are contemplating moving to international business models. Going global, however, is more than just putting a mailing label with an overseas address on a product and sending it off. International business requires localization: the adaptation of products and services to meet the requirements of specific markets.
This workshop focuses on the basics of localization. By tracing a fictional product from product concept through development and testing, internationalization (preparation for localization), translation of content, release and marketing, and updated versions, participants will learn how products are localized and what is involved at each stage. The workshop will address the following topics:
Overview of the localization industry. What sorts of companies are involved in localization and how do they interact? How big is the localization industry? What kinds of companies are involved in localization and what business model makes sense for individual companies?
Understanding global needs and performing a global requirements analysis. Successful international product development starts with an thorough exploration of how products will be used in their target markets, and what factors need to be taken into account from the earliest stages for products to be successfully released around the world. Participants will be introduced to a simple checklist-based system for accounting for common issues in product design and planning to help avoid the problems that can arise through not accounting for local market and language needs.
Internationalization. After companies understand the global needs their products need to meet, they have to design a product base that will support the various markets and languages in which the product will be distributed. This process, know as internationalization, involves preparation of both technical and design aspects of the product to make sure localization will be able to proceed smoothly.
Localization. Actual localization is the part of the process where products are prepared for sale and use in international markets. Localization involves more than just translation: it includes adaptation of graphics, physical form, message, icons and symbols, and other non-textual elements. In addition, localization involves a number of major technologies and processes. The various aspects of localization will be discussed and illustrated.
Marketing and support. Just localizing a product is not enough if there is no way to market the product or provide after-market support of the product. Companies need to understand the options for providing support, and how those needs can impact product and product collateral design.
Understanding the lingo. With terms floating about like GCMS, MLV, bi-di, DBCS, TM, MT, i18n, l10n, and CAT, localization can be a confusing “alphabet soup” of terms. This workshop will help demystify the industry by explaining key terms and allow participants to talk with confidence to partners and localization products and services providers.
Who will benefit from this workshop and why?
The workshop does not assume any prior experience with localization or translation, and is intended for anyone who needs to understand the process through which products are prepared for and distributed in international markets. The focus will be on general product localization, with discussion of the specific needs for physical products, software, and documentation.
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Interested in...
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Executives
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- Understanding how to allocate resources efficiently to take products to international markets
- Making decisions about which markets to enter and what will be required to support them
- ROI of localization
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Marketing and Product Managers
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- Planning resources and choosing partners for localization
- Articulating the importance of careful planning for international markets
- Justifying resource requests to upper management
- Reducing international market costs through effective planning and implementation of localization
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Product Engineers and Developers
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- Understanding international market needs
- Properly planning for localization to avoid costly surprises and mistakes
- Planning feature development and roll-out
- Understanding how products will be localized and how technologies impact this process
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| Technical Writers and Designers |
- Preparing documentation and advertising that can be easily localized
- Reducing document localization costs
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| Translators |
- Understanding the localization process and their role in it
- Learning to avoid common errors and design flaws that can lead to additional cost or extra work
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About LISA Workshops
LISA Workshops make use of presenters with real-world experience in the subjects they teach about. Workshops do not pitch any products or services, but instead provide a general overview with candid and practical evaluations of tools and products that impact your business.
About Arle Lommel
Arle Lommel has over ten years or experience in document design and localization. Arle is currently Publications Manager with LISA, where he is in charge of the publication of LISA documents. He has been active with LISA since 1996.
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