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New York 2006
LISA Global Strategies Summit
Meeting the Challenges of Diverse Markets with Integrated Solutions and Strategies
The Roosevelt Hotel, New York, USA
26-30 June 2006
LISA is coming to the Big Apple! New York is renowned for its energy and international outlook. As the U.S.’s primary gateway to the world it is a fitting home for the 2006 LISA GLobal Strategies Summit, which brings together leaders in international business, technology development, and global processes. LISA events are known worldwide for their breadth of perspective and their ability to bring together all the players involved in making international business a reality. Come join such organizations as IBM, HP, Computer Associates, the European Union, Comsys, and Dell for three days of in-depth discussion on how to successfully meet the requirements of diverse markets.
Featured speakers include IBM’s April Singer, content-management visionary Ann Rockley, Dell’s Michael MacGregor, and HP’s Arnaud Daix.
Success in a global business environment is based on two factors: knowledge about international business and the ability to go from knowledge to effective practice. If the first skill sets executives apart from the crowd of would-be international business leaders, the second is what gives them the ability to produce a profitable ROI as they open new markets and successfully support customers around the globe.
For over fifteen years LISA has succeeded in helping business leaders acquire the practical knowledge and skills it takes to implement their global vision and make it a reality. It has also introduced them to the business partners who play a key. More than at any point in the past, the increasing integration of the global economy has made it vital for even smaller businesses in industries such as automotive, medical services, law, and manufacturing to understand how to access global markets and to respond effectively to challenges from halfway around the world.
LISA Introductory Session
LISA Executive Committee
This session is designed to familiarize attendees with LISA: its goals, management structure and operating objectives. The association’s activities, member involvement and expectations will be outlined, followed by a question and answer period aimed at identifying how LISA can continue to be responsive to the industry’s needs.
Building a Business with a Long-term View of the Globalization Services Industry
April Singer - Globalization Services Practice Manager, IBM
Globalization services have been evolving for over 75 years – as early as 1931, IBM was installing systems to accommodate speakers of different languages. Today, IBM has employees in 75 countries speaking more than 165 languages. We, like many of our customers, have been responding to changes in the global economy, including internet business demands, global skills availability and the opportunity to reach new and growing markets. While all of us have recognized these changes, globalization demands have exploded recently. This keynote will help create a perspective of (1) the global trends and market drivers that are impacting technology decisions for all businesses and (2) the opportunities they are creating for globalization services.
The Business Case for Localization: How to Get Management Buy-in for Strong Localization Support
Heike Caldwell - Localization Manager, Rockwell Automation
There is a strong correlation between the localization business and global success. That’s why globalization is rapidly becoming a senior management priority in most international, growth-oriented companies. Caldwell will share the lessons she has learned while (1) obtaining buy-in from Rockwell Automation’s management and (2) implementing a global localization plan as part of a globalization strategy. She will explain how she applied the “Lean Enterprise Principles” to reduce translation costs and time-to-market, while meeting complex business needs to support internal and end-user requirements.
Managing Terminology for Content Management and Localization
Kara Warburton - Terminologist, IBM
Using translation memory isn’t enough to enable you to translate product information efficiently and accurately. Managing terminology, as a separate information asset is essential in order to avoid mistakes, maximize productivity, and ensure quality. Kara Warburton describes the key components of a terminology management program and explains how it can improve content authoring and translation.
Managing Globalization Workflow – A Process Control Priority
Jeffrey Klein - Software Engineer, Dade Behring, Inc.
Dade Behring, with $1.7 billion turnover, is the world’s largest company dedicated solely to clinical diagnostics. The localization department is a vital hub for the company and provides a very interesting case study. Klein will take us on a journey, starting with his criteria to select the best tools for the job and his goals for integrating various theatres (UI, UA, etc.). He will then describe the company’s integrated workflow and how it designed the build process environment for maximum automation. The journey continues with a description of how translations are managed across multiple projects and ends with the final glorious results whereby Dade Behring was able to slash its total localization costs by 91% in a single year! The presentation is a must for anyone who values adding velocity to business processes, slashing costs and enhancing quality.
The Future of the Localization Industry
Andrzej Zydroń - CTO, XML-INTL
Andrzej concentrates on future directions for translation technology. The internet and emerging localization industry standards are creating the foundation for an exciting future for the industry, leading to reduced costs and increased quality. In addition, advances in linguistic technology and theory are bringing us closer to the illusive goal of a totally automated translation environment. Some of the advances are enabled by seemingly unrelated standards, which used together form a powerful combination of technologies. Andrzej takes this opportunity to prepare Summit attendees for an exciting future.
The Globalization Audit
Rebecca Ray - Managing Editor and Consulting Partner, LISA
Globalizing a company’s business processes requires the creative and efficient management of human capital in order to get it right. In many markets and industry sectors, it’s no longer good enough to tailor your original processes as international expansion takes place. Your competition can do that. What is required is for you to really analyze the process in question and determine how to implement it as you compete globally. Ray will guide you through the process of setting up your own Globalization Audit. The goals of the audit are (1) to increase your competitive flexibility and (2) to provide specific strategies that will allow you to provide higher quality support to your key customers as they expand into new markets.
Globalization Assessment of Business Processes in a Regulated Environment
Claude Lamoureux - Multilingual Information Services Manager, PerkinElmer Life and Analytical Sciences, Wallac Oy
PerkinElmer’s expanding global presence, combined with its objectives of customer excellence and full regulatory compliance, is driving the need for greater globalization and localization of its customer content. This content originates and is managed across multiple functions within the company, and ranges from technical documentation to marketing communications and from electronic user interfaces to product labeling. All of these applications and more require global consistency, while demand for local language, cultural sensitivity and regulatory compliance increases. Lamoureux will present PerkinElmer’s application of LISA’s globalization assessment method in making the shift to business-optimized compliance.
A New Approach to Localization Outsourcing: Global Project Planning and Staffing
Patrick Smith - Vice President of Marketing, Vettro
Alex Yanishevsky - Globalization Program Manager, COMSYS
Vettro and Comsys are successful partners because Vettro has just-in-time needs and Comsys provides just-in-time resourcing. Since Vettro customizes its product for different clients, its software development is ongoing, with significant service packs every month and major software releases every 9-10 months. Due to this aggressive time-to-market schedule, Vettro requires a localization partner who is able to respond quickly and effectively. Comsys has a unique approach to localization that is based on its knowledge management methodology and just-in-time resourcing, based on a core team of senior localization program managers and a recruiting service which leverages a gpFOX database of 3,500 globalization resources.
Localization Company Accreditation
Lyra Spratt-Manning - LS Manning & Associates
William J. Sullivan - Globalization Executive, Director of Globalization, Translation, and Linguistic Technology, IBM
Arnaud Daix - Manager of ACG, Worldwide, Hewlett Packard
Donald Barabé - VP Operations, Canadian Government Translation Bureau
Klaus Ahrend - Head of External Translations, DGT of the European Commission
For the past year LISA has tabled the pros, cons and implementation models associated with accrediting localization services companies. This session will describe how corporate accreditation can be applied and how it can benefit the industry and all customers of localization and translation services.
A panel of buyers and services production managers will emphasize the value a standardized accreditation process will have on the decision-making process and how a LISA model can establish a set of standards for company operations worldwide. As customers of localization and translation services, they will demonstrate the applicability of this model to government and institutional buyers seeking a common set of guidelines from which to assess and manage their service partners and deliverables.
Optimizing Global Information Flows
Terry Lawlor - Vice President of Worldwide Marketing, SDL International
SDL will announce a range of new initiatives supporting global information management, including the new SDL Certification program, SDL Business Consulting, new partner solutions and new authoring, terminology and translation management technologies.
DocZone.com: Hosted XML Content Management and XML Translation Memory
Dan Dube - Managing Director, US Operations, DocZone.com
The power of XML content management and publishing...finally made affordable as a hosted solution!
DocZone.com™ offers an all-inclusive, XML-based environment as a hosted application. All you need is a browser and an Internet connection. DocZone.com’s turn-key platform can be “up and running” in 30 days, with an XML-based system to manage multilingual content and automated production of technical documentation, journals, training manuals, online help, and website content... all for just a low monthly fee. This means (1) no hefty capital expenditures for software products; (2) no need for months of analysis or expensive consulting bills; (3) no need to work with multiple vendors to or maintain multiple applications on local computers; (4) no extensive customization; and (5) no need to continue using translation memory tools supplied by an LSP competitor!
Complete Language Solutions for a Global Market
Rocío Txabarriaga - Director of the Translation and Localization Services, NetworkOmni
NetworkOmni is the partner of choice for companies who want to successfully reach their global audience and to effectively support customers around the world. NetworkOmni integrates multilingual support in a one-stop shop. Clients can count on NetworkOmni (1) for the instant availability of a telephonic interpreter, (2) for on-site interpreters who are prepared to deliver their message wherever it may be needed, (3) for the peace of mind of accurately translated and culturally appropriate materials, and (4) for multiple, cross-cultural solutions to ensure that every part of their global strategy reaches all clients successfully, with a consistent message, regardless of the language they speak.
An Innovative, Easy-to-deploy Solution that Includes Terminology as Part of the Localization Process
Daniel Gervais - Executive Vice President and Co-founder, Multicorpora
Most corporations have several thousands of documents, distributed over the entire organization, containing valuable, previously translated material composed of priceless terminology that remains locked away. With MultiTrans 4, it is possible to unlock the value of these multilingual assets by automatically extracting the information from these documents and building specialized terminology and contextual translation memories. This leads to significant additional productivity gains, while increasing consistency. We will explore this innovative approach, which has been proven in several large governmental organizations and is now available for corporations.
Making XML Content Management More Accessible - The Underlying Concept Behind Multi-Channel Communications
Michael Maziarka - Director, InfoTrends, Inc.
Evolving trends in technology use and delivery formats have led to an increased demand for solutions that improve global communication with customers. InfoTrends’ multi-channel communication research study indicated that improving customer satisfaction was the primary motivator for investing in these types of solutions. In many cases, companies have met these challenges through the use of XML content management. The capabilities provided by these solutions are becoming more accessible through the use of a hosted model, also referred to as software-as-a-service. This presentation will share results from this research project, addressing the business problem that requires single-source content management, as well as the benefits of such a solution.
Panel Discussion: What Problems are Today’s Global Content Management Systems Solving? What are the Remaining Challenges?
Moderated by Ann Rockley - President, The Rockley Group, Inc.
David Aponovich - Director of Marketing, Ektron
Bill Rabkin - Globalization Evangelist, Idiom Technologies
Terry Lawlor - Vice President of Worldwide Marketing, SDL International
Bret Freeman - Senior Sales Engineer, Vasont Systems
Paul Wlodarczyk - VP, Content Lifecycle Solutions, XMetaL, a Justsystems company
Managing global content can be a very difficult and costly task for today’s customers. Many businesses are exploring how to integrate technology with workflow to improve the efficiency of the entire authoring process and distribution of multiple language content worldwide. Ann Rockley, a single-sourcing expert with an international reputation for developing content management strategies that focus on unified content, chairs a panel of system developers and customer support managers to discuss the problems confronting technology implementation and customer satisfaction.
Underscoring the central roles that content management and automated translation systems, tools and open standards play, this session will cover the accepted challenges and solutions of managing content globally. You will learn how to define your expectations for automating print and web publications, where to apply XML-based open standards like TMX and XLIFF, and, how to align your internal and external application requirements with cost considerations and worldwide customer support.
Optimization Begins at the Source: Developing a Unified Content Strategy
Ann Rockley - President, The Rockley Group, Inc.
Today’s businesses are overwhelmed with the need to create more content, more quickly, customized for more customers, for more channels and in more languages than ever before. Too often, content is created, recreated and recreated again in multiple areas within the organization with changes at each iteration resulting in high translation and content management costs. Translation memories can help to reduce the costs of redundant translation, but real cost savings can only occur when an organization adopts a unified content strategy, a strategy which focuses on writing content for reuse. A unified content strategy is a repeatable method of identifying all content requirements up-front, creating consistently structured content for reuse, managing that content in a definitive source, translating from the definitive source, and assembling content on demand to meet customers’ needs. Rockley will lead us through how to develop a unified content strategy.
Global Content Management: A Client Operations Review
Andrew Bone - Localization Manager, Computer Associates
Computer Associates (CA) has taken a strategic approach to managing its content, using an end-to-end model, from content authoring through to translation and publishing. As in all organizations, quality and budget pressures have made it necessary to deliver more projects with higher quality translations, at less cost and in shorter timeframes. Following basic engineering principles, CA combined a structured writing approach with an XML authoring environment and enterprise translation management system to reduce translation costs by over 40%, to provide improved quality delivery and to enable product simship in 20 languages. Bone will share CA’s experiences from planning to implementation, highlighting the challenges and possible pitfalls along the way. Although the company has successfully met these challenges, there are lessons to be learned by any organization that is going down a similar path. Not all aspects of the implementation were plain sailing...
Implementing the XLIFF Format – Reducing Production Costs and Increasing Quality
Michael MacGregor - Enterprise Software Development Advisor, Dell, Inc.
Vivek Anand - Software Localization Manager, Adams Globalization
MacGregor and Anand will describe how successful partnering based on XLIFF can provide significant process improvements, decrease turnaround times, enable cost efficiencies, and allow both partners to retain the highest quality standards for software localization.
Organizing Cross-cultural Sales and Logistics for Web-based Customer Support
Sarah Schuh - General Manager Multilingual Communications, Aquent, LLC
Schuh will share the progress that Aquent has made over the last two years in delivering high-quality, web-based customer support. She will focus on (1) the tools which have had a positive impact on the business and (2) the ROI that Aquent has achieved by using off-the-shelf tools.
Symantec Localization – A Global Approach
David Shannon - Information Architect, Symantec Corporation
In today’s global marketplace, many organizations still struggle to produce large volumes of content in multiple languages. Three years ago, this was the reality at Symantec. Shannon and Hoffman will discuss the problems they were facing as well as the technologies and strategies they have employed to help overcome these difficulties. They now have a mature, two-fold strategy for content management and localization that covers worldwide content reuse, a “write once use multiple times” process and the localization of content deliverables (print, online, and multi-platform help systems) into 27 languages. The presenters will also share their overall cost savings and ROI results.
Technical Publications with DITA - Optimizing Localization Multilingual Content Reuse
Moderated by Ann Rockley - President, The Rockley Group, Inc.
Frances Gambino - Director, Documentation Services, Information Builders, Inc.
Bill Rabkin - Globalization Evangelist, Idiom Technologies
Ian Henderson - President, Rubric, Inc.
Paul Wlodarczyk - VP, Content Lifecycle Solutions, XMetaL, a Justsystems company
Large publishers can save 30-60% or more of their localization costs by managing revisions at a smaller level of granularity than the whole document. By translating XML topic-oriented content objects instead of complete formatted documents, publishers can also substantially reduce translation job setup charges and desktop publishing charges. Even large publishers that already take advantage of translation memory technology can save 20-40% of their costs by migrating to XML-based standards, such as DITA, to streamline and automate localization and production workflows.
This panel discussion involves vendors of multilingual content reuse solutions, as well as users who have implemented or are in the process of implementing a solution. The audience will be introduced to the concepts and best practices of multilingual content reuse, and how they can be applied to improving the localization process and reducing translation costs.
The Benefits of Business Process Outsourcing in the Language Services Industry
Anthony Clarke - Chief Information Officer, CLS Communication
Clarke will cover the various types of business process outsourcing currently available in the language services industry and go on to describe the business case and benefits for full outsourcing. The generic case presented will cover (1) laying the foundation, (2) defining the collaboration, (3) preparing the launch and (4) the actual integrating process, along with the benefits and risks at each stage. Clarke will also explore the economic, socio-economic and political aspects of business process outsourcing.
Controlling Project Churn: Reality-based Project Management
Kenneth McKethan - Globalization Project Manager, IBM
Project churn happens, even with the best planning, even in the best of companies, even with well-intentioned managers. When such repetitive, disruptive project change does occur, what is its impact to cost, schedule, and resources? How can one prepare for it? Can it be harnessed?
This presentation is aimed at enabling the busy globalization or translation project manager to plan realistically for change, and to even embrace change rather than to just brace for it. Identification and control will be shown as real responses to common sources of project change. This presentation will present a practical approach for quantifying and managing churn. The intent is to equip the language professional to better set stakeholder expectations by more accurately factoring change into pricing, cost, and schedule planning.
Localization Vendor Qualification in China
Shirley Yeng - CEO, E-C Translation
With the increase in trade between China and the rest of the world, now is the time to find out more about localization service providers in China. How do they prepare themselves to meet the expectations of their clients – especially their international clients? Yeng examines the evaluation criteria that Chinese service providers must meet and then leads an interactive conversation to provide participants with a more in-depth knowledge of the Chinese localization market.
Global Ready Operations: A Focus on Open Standards
Andrzej Zydroń - CTO, XML-INTL
Andrzej Zydroń is one of the driving forces behind LISA’s open standards committee, OSCAR. During this presentation, he will explain all of the localization industry’s related standards (TMX, TBX, SRX, XLIFF, TWS, GMX, DITA, OLIF, xml:tm and Unicode) and show how these XML-based, open standards can be used together to improve the localization process. Zydroń will provide the overall picture as to how open standards can be integrated as the building blocks for efficient and cost-effective multiple language production processes.
LISA Globalization Consulting Services
Lyra Spratt-Manning - LS Manning & Associates
Rebecca Ray - Managing Editor and Consulting Partner, LISA
Andrew Draheim - President, Dig-IT!, LLC
The recently formed LISA Globalization Consulting Services Group can introduce you to new sources of value, new strategies for retaining customers worldwide, and new electronic channels for commerce. Attend this session to find out how the Group is helping companies (1) to find the solutions that are right for them, instead of requiring them to adapt their challenges to an existing product or service; (2) to avoid paying up to 70% more for tools and services than they should through using the Group’s proven set of standards and specifications; (3) to protect their investments through implementing standards that ensure that their data, processes and knowledge can be used even if a specific technology advances or disappears; and (4) to increase user acceptance through the Group’s integrated change management program that includes retreat facilitation, proven learning and rollout plans, and group and individual coaching.
Finding Your Way Through the Multilingual Maze
Bret Freeman - Senior Sales Engineer, Vasont Systems
Technical documentation managers of organizations that do business internationally often find themselves lost in the maze of managing content in many different languages. It is overwhelmingly difficult to organize and coordinate the multitude of revisions and the corresponding translations - not to mention the expense! So, how do they find their way out of this maze? Freeman will discuss how a multilingual content management system can make the process easier, more efficient, and less expensive.
Changing Market Dynamics: Idiom WorldServer LSP Advantage Program Provides New Choices for LSPs and Clients
Bill Rabkin - Globalization Evangelist, Idiom Technologies
In an increasingly competitive marketplace, Language Service Providers must constantly extend and enhance the value they provide to their customers with quality services in a timely and cost-effective manner. For the first time, the robust functionality of Idiom WorldServer™, an enterprise-class, globalization management system used by global organizations like Adobe, Autodesk, Continental Airlines, eBay and Mattel is being made available to LSPs for integration into their own service offerings and internal processes.
In this session, you will learn about the LSP Advantage program and see a brief demonstration showing WorldServer running in an LSP environment to reduce the cost and time to complete translation projects.
