LISA: A Membership and Industry Introduction Session

This session is designed to familiarize attendees with LISA: its goals, management structure, operating objectives and membership entitlements. The association's activities, member involvement and expectations will be outlined, followed by a question and answer period aimed at identifying how LISA can be more responsive to its members, the industry and the China and Asia-Pacific markets.

Going Global: The Corporate Strategy is Set. Now What?

Williams plays an important role in shaping IBM’s globalization deployment strategy. Her presentation distills what she has learned during 25 years assisting customer support, product and development teams around the world. She covers the fundamental issues confronting companies today and how, with proper planning and implementation, they can operate successfully in global markets.

Your Product is Going Global: Is Your Documentation Ready?

The export of high tech products from China is growing faster each year. At the same time, the field of technical documentation is underdeveloped in China. In many cases, there is a noticeable quality gap between a manufacturer’s products and the related documentation. At present, many Chinese companies face this challenge equipped with inadequate tools and processes. Peltonen highlights the importance of user-centered, quality documentation as an essential component of Chinese companies’ strategies to conquer global markets. He explains how to control the quality and cost of maintaining and creating product information through implementing a rigorous method focusing on the usability of the product information that is combined with advanced content management.

The Corporate Localization Roadmap for SIMSHIP – A Chinese, Japanese and Korean Case Study

According to many studies, simultaneously shipping (SimShip) localized products with the original product is supposed to produce approximately 30% in additional revenues. However, SimShip involves much more than just shipping the localized products simultaneously. Lavy explains why it is necessary to create SimMarketing and SimTraining efforts in parallel to SimShip. He discusses the cross-organizational processes that must be implemented to support these efforts and links them to the development lifecycle processes to highlight what the touch points should be in how to leverage technical SimShip to support business growth.

WordForge: A Complete Open Source Localization Management System Based on LISA Standards

Developed to give Free and Open Source software a common platform for localization, WordForge is a complete set of localization tools that allows software to use the latest computer-assisted localization techniques. WordForge is a modular system in which all components are interconnected through using the LISA-defined standard formats of XLIFF, TMX and TBX. Components include process management, translation editors, glossary management and use, translation memory, filters and tests.

13:30-14:15
Back to Basics – Localizing Websites for Global Coverage • Gregg Okunami - Translation and Localization Web Content Management Services, Asia Pacific, Hewlett Packard • Tze Kai Ng - Translation and Localization Web Content Management Services, Asia Pacific, Hewlett Packard • Marion Mordenti - Localization Program Manager, Hewlett Packard The presenters work with various teams who develop HP.com websites. Each new team usually experiences ‘fear of the unknown’ when it comes to localization. Team members always want to know how localization is done, how long it will take, how it will impact their schedules, what resources are needed and how much it will cost. The presenters will address each of these issues and provide specific examples of the options provided and the selections made by several different HP web site times.
14:15-15:00
China as a Springboard into East Asia for Enterprise Software Companies • Bobby Liao - Senior Product Manager, TIBCO Software Inc. Bobby Liao discusses the journey from Silicon Valley to Zhongguancun in his first-hand account and analysis of how a U.S.-based enterprise software company planned and evaluated its technical outsourcing options in China. His introduces the notion of the ‘Silicon Valley Ecosystem’ and discusses why China is an ideal springboard into East from a fresh user-side perspective.
15:00-15:30
Organizing and Implementing Effective Localization Testing Operations • Chris Durand - Chief Information Officer and Engineer, Bridge360, Inc. In order to improve software localization quality, companies have learned how to integrate localization testing into their overall product life cycle. Chris Durand provides insights into effective ways to assemble the right team, the right plans and the right environment to achieve higher quality localized releases. This session is designed to provide practical knowledge and tools to take back to your organization to improve the quality of your organization’s software deliverables.

13:30-14:15
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 explains all of the localization industry’s related standards (TMX, TBX, SRX, XLIFF, TWS, GMX, DITA, OLIF, xml:tm and Unicode) and shows how these XML-based, open standards can be used together to improve the localization process. Zydroń provides the overall picture as to how open standards can be integrated as the building blocks for efficient and cost-effective multiple language production processes.
14:15-15:30
Understanding DITA’s Role in the Globalization Industry • JoAnn T. Hackos, PhD - President, Comtech Services, Inc. • Dave A. Schell - Program Director, Information Development, IBM Schell is a Senior Manager at IBM and the Management Sponsor of the DITA standard. His presentation focuses on how to use DITA (Darwin Information Typing Architecture, an open XML standard from OASIS) to maximize the reuse and repurposing of information across product lines, documentation sets and customer support and development operations. With an emphasis on the standard’s simplicity and open design, Schell shows how DITA is being used by the translation community to establish best practices for authoring, workflow and tools that allow information to move seamlessly from original authors and editors to translators and production specialists handling the intricacies of multiple languages and cultures.
Building an Efficient Publishing Process with DITA and the DITA Open Toolkit • Yuan Peng Zhang - Software Engineer, China Software Development Lab, IBM China To support improved product distribution across different countries and cultures, it is important to produce documentation efficiently. In the process of creating an end-to-end, global documentation procedure, challenges include inconsistent content, communication problems between team members, content restructuring and legacy formats. Zhang demonstrates how to apply DITA and related tools to overcome these challenges, and to support international companies in creating and implementing effective and efficient documentation and publishing procedures.

13:30-14:00
Globalization and Software Testing Services • David Chen - Executive Vice President & Chief Operating Officer, Worksoft Worksoft Creative Software Technology Ltd. (Worksoft) is a pioneer and a leader in the IT outsourcing industry in China. It provides QA & testing, globalization, application development & maintenance, packaged applications, and business process outsourcing services to global clients. It works with both large global corporations and new-generation technology companies to maximize their return on investment and to give them ‘The Power to Focus.’ Worksoft sees itself as the ideal partner to conceptualize and realize technology-driven business transformation initiatives.
14:00-14:30
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.
14:30-15:00
CLS Communication
15:00-15:30
Helping Organizations Upgrade their Memory through CCM Methodology • George Lu - General Manager, China, SDL International An introduction to SDL Trados 2006. This groundbreaking release sets a new benchmark for computer-aided translation software, providing integrated terminology management, sophisticated quality checking, flexibility in choice of translation editing environment and customer-driven enhancements such as support for OpenOffice and TMX, all in a single product with a single license key. SDL Trados 2006 supports the Create, Cleanse and Maintain (CCM) Methodology, allowing customers to work seamlessly together across the Global Ecosystem to significantly reduce translation review time and work more efficiently in standalone or networked environments.

Developing a Content Management Strategy for International Organizations

Implementers, CMS developers, strategists and customer support managers debate best practices regarding the single most important aspect of managing international operations: multiple language content management. How do you decide on a strategy for multilingual content management? What are the most important issues to consider when managing more than one language? What tradeoffs must be considered? How have other organizations done this? The panel members are all experienced in multilingual content management. Attendees will be invited to submit questions for the panel before the session.

Value and Challenge: Localization with XLIFF

The lack of a common standard localization interchange format causes great pain for translation service providers with different source file formats unnecessarily increasing the cost and complexity of the translation process. Wang demonstrates how to practically apply XLIFF from both a development and a service provider perspective. He explores the hurdles to enjoying the benefits of using an XML-based, end-to-end, tool-neutral interchange format and provides recommendations to both parties on how to both partner and best manage the transition to an XLIFF environment.

Business to Business: Localizing Portals in the Financial Services Sector

Hammond is responsible for implementing one of the largest full banking/financial portal localization projects in Asia, www.scb2bex.com, developed by Standard Chartered Bank. His presentation focuses on how leading financial institutions are currently addressing international customer support with respect to language, culture and full-service banking.

Managing Terminology for Content Management and Localization

Terminology plays an important function in translation, information management, and localization productivity. Kara explains how terminology management applies to today's businesses and the benefits that can be gained.

The Challenges and Pitfalls Localizing Mobile Devices: The User Interface Localization Process at Sony Ericsson

Teleca has been cooperating with Sony Ericsson to resolve localization issues since 1997. Lu shares his experiences and challenges and discusses how various pitfalls can be avoided when it comes to localizing for small display devices. He emphasizes the importance of process management and the vital role that communications plays between internal and external working partners. He addresses localization issues in the context of product and UI design, marketing, documentation creation, terminology and quality control.

13:30-14:00
China: The Next Multilingual Gateway? • Kamal El Wattar - Operations Manager, Rainbow Network Localization in China is almost exclusively an English to Chinese affair. Yet, this does not match the reality of what’s going on in the world today. China passed France last year to become the fourth largest exporting country in the world. China’s trade balance with the U.S. is now 6:1. China has shifted from producing cheap goods to exporting increasingly sophisticated products and is now heavily involved in Africa and Latin America. These activities point to a strong need for localizing from Chinese into many other languages. At present, however, the localization industry has not addressed this need. El-Wattar first examines China’s current localization requirements and then outlines the case for professional Chinese multi-language service providers to be available locally to service the growing number of China-based global companies and organizations. He then focuses on the “local” strengths which are sought after by China-based companies and why, along with the “global” strengths required from local multi-language service providers – all using real-life examples.
14:00-15:00	Workgroup Discussion Session
The ROI of Localization • Brenda Hall - CEO, Bridge360, Inc. • Hanan Lavy - International R&D Manager, Mercury Interactive Much has been written about the best practices and standards required to achieve optimum ROI results for localization. The word “optimum” is subjective, however, as every company is unique regardless of its product/service offering. Although many of us have been part of global product rollouts during which we have learned valuable data to integrate for future ROI improvement, we must continue to focus on the following questions. What are the cost drivers for localization? Are there best practices to follow to mitigate or leverage these costs? Are we ready as an organization to support this effort? Should we ship our localized product simultaneously with the original? Are there any simple formulas to integrate these ROI factors into an organization’s cost structures? Hall and Levy will lead the discussion to help participants understand localization ROI factors and how to adapt what may work best for their organizations and teams for future product rollouts.
15:00-15:45	Case Study
Global Capacity, Project Scope and Productivity with Team Members • Peter Coleman - Translation & Localization Project Manager, Hewlett Packard • Tze Kai Ng - Translation and Localization Web Content Management Services, Asia Pacific, Hewlett Packard HP's Global Operations T&L Team shares how they work effectively in a very global capacity. Team members live and work in many parts of the world (Singapore, France, England and the U.S.). Collaborating on high-pressure projects with short turnaround times, the team has found new ways of working together. Coleman and Ng cover the team's working model and discuss how members interact with one another for projects that have a worldwide scope, in comparison to local/country projects.

13:30-14:20
Customizing Applications for China: General Considerations • Catherine Zhu - Advisory Software Engineer, China Software Development Lab, IBM China As more and more companies make the strategic decision to expand into China, they must ensure that their business applications will work – and work well - in China. Zhu shares the unique features of Chinese support to provide the audience with a preliminary, but accurate, picture of what is required for their products to be successful in China.
14:20-15:10
Writing for Localization: Common Mistakes and Best Practices • Melanie G. Flanders - Chief Information Architect, KnowledgeMasters, Inc Flanders discusses the common issues associated with localizing documentation and user interfaces that companies encounter when targeting a global market. She addresses items to avoid and explores areas such as the use of language, the use of icons and images and the use of color. She also examines best practices that facilitate localization.
15:10-16:00
Global Authoring: Technology, Process and Best Practice • Dr. Andrew Bredenkamp - Owner / CEO, acrolinx Writing for a global audience requires a level of organization that many people only come understand after they have made their first expensive mistakes. Bredenkamp makes the case that a holistic approach to producing global information is more than efficient and beneficial, but essential to remaining competitive. He argues that information development for a global audience should be subject to the same rigorous discipline that is applied to the rest of product development. He explains why industrial-strength information development requires an understanding of (1) how the real players in the global product development contribute to information development and (2) how standards are the key to controlling the complex interactions between the various players. Bredenkamp then shares how global companies are leveraging the whole information development process based on standards to reap enormous benefits.

13:30-14:00
Ensuring Your Global and Local Success • Clifts Zhong - Deputy General Manager, LANBRIDGE Lanbridge is a specialized provider of language services focusing on Western China. As the largest provider in the region, it has three locations (Chengdu, Chongqing and Kunming) and plans for a fourth in Xi’an. It has advantages in TEP and DTP services and offers stable and reliable quality cost-effectively.
14:00-14:30
TBD
14:30-15:00
Team-building for Translation Projects • David Yan - Language Advisor, SUNYU Translation It is believed that efficient teamwork can accomplish missions that are impossible for individuals working on their own. This theory applies to translation, since any translation task, big or small, requires teamwork. Therefore, building a professional translation team is key to the successful fulfillment of translation projects. It takes a positive corporate culture, a working knowledge of project management and a high standard of translation quality to realize such efficient teamwork. These can only be achieved by fully committed companies like Sunyu Translation, which are distinguished among translation service providers for their size, collaboration abilities and dedication.
15:00-15:30
TBD

The 2008 Beijing Olympics: Multilingual Technologies and Services at Work and Play

Multilingual text production, translation and cross-lingual communication services constitute great challenges for international mega-events. Add the dimensions of the world's largest mega-event, the complexity of the Chinese language, the economic fervor of Chinese society and the intellectual ambitions of the Chinese high-tech community. Only then will you have a vague impression of the size of the task confronting the organizers of the 2008 Beijing Olympics.

Weiquan Liu demonstrates some of the technologies being developed by COMPASS 2008, a project jointly funded by the Chinese and German Research Ministries and conducted in close cooperation with the Beijing Organizing Committee for the Olympic Games to build multilingual information services for the participants and visitors for the 2008 Beijing Olympics. He summarizes the challenges and opportunities posed by international mega-events to the localization industry and argues that only a carefully planned balance between multilingual technologies and professional human resources will be able to support the 2008 Beijing Olympics.