Main Content
Shanghai 2006
CHINA FOCUS
Expanding Trade Using Open Standards and Automated Language Processing Technologies
Sofitel Hyland, Shanghai, China
18-21 April 2006
Since the late nineties, emergent economies have taken the place of developed countries and dominated the top 10 list of preferred investment destinations worldwide. For the fifth year in a row, China has maintained its leadership role in direct foreign investments as it gains economic superpower status. This will profoundly affect the global competitive capabilities of small and multinational corporations alike.
For this reason, LISA is collaborating with the leading IT companies, financial groups and globalization services providers to highlight the impact of these changes, and how technology and open standards are playing a pivotal role for all companies large and small. LISA’s China Focus program will be the place for companies and professionals to meet and discuss how they can develop the business knowledge and technical skills necessary to succeed in China’s globalization, internationalization, localization and translation marketplace. How these skills are implemented and used may determine a company’s success in the coming decade, as more and more products and services are exported from China throughout Asia and the rest of the world.
Through case studies, tutorials and best practice advisory sessions, participants will learn how China can be successful in importing and exporting products, services and technologies from the West; review the tools needed to educate Chinese companies about the migration strategy from a low-cost labor and manufacturing market to one of service, expertise and quality; and what China must do to prepare itself for the inevitable price-gap change.
Going Global: The Corporate Strategy is Set. Now What?
Susan J. Williams - Program Director, Globalization Leadership Team, IBM
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?
Björn Peltonen - Vice President, Citec Information
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
Hanan Lavy - International R&D Manager, Mercury Interactive
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
Javier Solá - Co-director, WordForge Project
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.
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.
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.
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.
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.
Developing a Content Management Strategy for International Organizations
Moderated by JoAnn T. Hackos, PhD - President, Comtech Services, Inc.
Alison Toon - Translation and Localization Manager, Content Management Services, Hewlett Packard
Andrew Draheim - Consultant, World Bank Group
Richard Delanty - General Manager, Asia, SDL International
Toby Richt - Director Business Development, CLS Communication
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
Jue Wang - Manager - Software Engineering, China Software Development Lab, IBM China
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
John Hammond - Senior Product Manager Trade, Supply Chain & Logistics Integration, Global Trade Finance, Standard Chartered Bank
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
Kara Warburton - Terminologist, IBM
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
Jimmy Lu - Product Manager, Teleca Sweden
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.
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.
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.
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.
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.
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.
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.
The 2008 Beijing Olympics: Multilingual Technologies and Services at Work and Play
Weiquan Liu - Project leader for COMPASS 2008, CAPINFO
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.
Future Directions For The Localization Industry
Andrzej Zydroń - CTO, XML-INTL
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.
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.
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.
