LISA Forum Asia

Welcome and Introductions

Program Overview & Day 1 Objectives

Let your Vision be World Embracing

When people talk about localization, internationalization, or globalization nowadays, they generally talk about it from the viewpoint of the West. But globalization does not go only in one direction. While Western companies need to market to developing countries, the more advanced companies from developing countries are also entering global markets. Lenovo, Haier, Huawei and ICBC are just some of the global players from China that are proving that Made in China is moving up the value chain. Charles will share how the globalization of Chinese companies and products will require the close cooperation of both the companies and their globalization service providers, along with some of the current issues to be addressed.

China’s Globalization Opportunity

The internet is having a profound effect on business trends across the globe. It is functioning as the great leveler, enabling companies of any size to present their wares to the world in a way that makes it hard to distinguish one company from another. Conversely, language has become the great battleground for business success. Only through language can companies deliver a relevant customer experience in their chosen markets that differentiates them from their competitors. The challenge facing Chinese companies is to enable the delivery of global languages within their supply chain efficiently to deliver the ultimate customer experience within their chosen markets. This presentation will look at these issues and examine the approach companies can take to conquering language as the great globalization imperative of the millennium.

Globalization Outsourcing: Lessons Learned from India

This presentation will highlight how Cisco history and culture have affected its efforts to build distributed engineering teams worldwide, specifically in India and China. Brian will cover (1) some of the problems CISCO encountered in India, (2) how it applied the lessons learned in India to China, and (3) the challenges it currently faces in China.

Collaborating for Outsourcing Success

Fiona and Junbo will present a case study detailing TIBCO's efforts to outsource its full product development lifecycle to China, including product development, QA, localization, technical writing and technical support. They will cover the business drivers for this outsourcing, the approach that it took and best practices for hiring, training, expectation setting, etc.

13:30-14:15
Nokia China’s Localization Model • Eileen Wu - User Guidance Manager, Nokia China • Deepak Chari - Localization Manager, Nokia Singapore Deepak and Eileen will reveal Nokia’s challenges for entering and succeeding in the Chinese market and how they resolved them. Localizing their products and services into Simplified Chinese was just the beginning. In order to succeed in China, localization is not just a requirement nowadays, but the absolute bare minimum required to even consider entering the market. Deepak and Eileen will also share strategies and best practice for dealing with the local business conventions, the political scene and the ever-changing trends in the PRC, along with what they learned as they localized across the rest of the Simplified Chinese world, including Macau, Taiwan, Singapore, Malaysia, Indonesia and Vietnam
14:15-15:00
Globalization of Product Information • Hua Duan - Application & Content Globalization Consultant, Hewlett Packard Hua will share the challenges and solutions involved in successfully managing the content life cycle for more than 35 countries on hp.com. He will cover Product Information Management (PIM), content globalization, automated generation of offline publications and centralized management of country e-catalogs and share HP’s key success factors and pending improvements.
15:00-15:45
The Globalization Challenges Confronting Many of Today’s Chinese Enterprises • Francois Zhang - Senior Localization Expert, Huawei Technologies Huawei's localization and translation challenge differs from many others in the Chinese (and international) market. The source language it processes is Chinese; it is usually turned into English before being translated into many other languages. This makes its localization and translation extremely difficult because it has no experience to draw on. In this presentation, Huawei will share its challenges and successes as it has grown its localization/translation function to support the transformation of the company into a global brand. The presentation will cover: (1) language and cultural barriers; (2) difficulties in sourcing qualified translation resources; (3) outsourcing translation to SLVs and MLVs; (4) translation quality control; (5) terminology and content management, and tools; (6) product and documentation localization.

13:30-14:15
Turning Globalization Knowledge into Reusable Assets • Joyce Wang - Senior Manager, Shanghai Globalization Lab, IBM China Development Lab. Building globalized software is still too painful and time-consuming for many companies - especially if their people are not experienced in this area. Most of the time, the skills needed by product developers, testers, etc. are picked up on-the-job by trial and error. Jue will introduce a series of globalization tools that encapsulate much of the expertise needed to efficiently deal with requirements identification, project planning, development and testing. Jue will show how these tools can provide practical assistance to software planners, developers and testers.
14:15-15:00
Terminology’s Role in Developing China’s Globalization Initiatives • Christian Galinski - Director, Infoterm • Sophie Hurst - Senior Product Marketing Manager, SDL International Translation quality is critical to ensuring high-quality localization. And terminology development and management control determines translation quality. Good terminology management makes products easier to use, easier to translate, and easier to adapt to global markets. In addition, with companies delivering more information to individual types of customers through content management systems, it has become imperative to properly manage this content in order to maximize its reusability. A foundation of approved and accurate terminology ensures maximum reusability. This panel will cover the challenges specific to China for terminology development, terminology management and content reusability.
15:00-15:45
Globalization of Terminology: Challenges and Solutions • Signe Rirdance - EuroTermBank Director, Tilde • Christian Galinski - Director, Infoterm To address the globalization requirements of tomorrow, we need terminology that is generally available, harmonized and multilingual. Today, however, terminology management is fragmented across institutions, industries and languages. In this case study, Christian and Signe will explain how the EuroTermBank Consortium addresses this challenge in its multilingual terminology portal www.eurotermbank.com, which serves as a gateway to comprehensive multilingual terminology resources on the Web. Its unique compounding technology enables the user to compare potentially matching terms across all terminology collections and languages. Based on the TBX standard, it can be easily expanded by importing or interlinking new terminology resources.

13:30-14:00
The IGNITE Localisation Factory • Karl Kelly - Manager, Localisation Research Centre • Michael Bourke - Research Associate, Localisation Research Centre See the innovative working approach to and application of localization standards in the IGNITE Localisation Factory, an automated localization workflow system developed by the European IGNITE Consortium. Developed over the past 12 months in close consultation with the localization community, it has resulted in some truly groundbreaking innovative application of standards, including XLIFF. If you are struggling with any of the following issues, as a customer or as a service provider, please join us to find out how the IGNITE Localisation Factory can help you resolve them. - Need to localize more, faster, cheaper? - Are your processes automated? - What about interoperability? - Are localization standards relevant? - Are your tools standards-compliant?
14:00-14:30
Translation as an Element of Localization • Lior Cohen - VP Marketing and Sales, Net-Translators Ltd. A presentation of the entire localization process with an emphasis on translation as a part of the process as opposed to a stand alone element.
14:30-15:00
Overview of the China IT Outsourcing Industry and Brief Introduction of Hisoft Business Offerings in Testing and Localization Areas • Wutai Shi - Vice President, HiSoft Services (Beijing) Ltd

Increasing Quality without Increasing Cost

Although the cost versus quality debate is particularly pertinent in today's Chinese localization services market, price & quality remain a central issue to all product development and global content management decisions worldwide. This panel discusses Industry Best Practice for managing quality without increasing costs in terms of the standards, technologies, and processes for software localization, multilingual documentation and customer support systems.

Product development and globalization services experts look at key issues to understand when implementing authoring, terminology management and automated translation systems, and how the right decisions can impact the quality and costs of producing localized software, managing knowledge databases and enterprise customer support systems.

Attendees will be invited to submit questions for the panel before the session.

Day 1 Summary • Program Overview

Keynote Panel
Intellectual Property Management Differences China vs. the West and its Impact on the Globalization Industry

Intellectual property protection continues to be a major concern for companies investing and manufacturing overseas. They fear that the savings in outsourcing may not justify the risks of new channels of industrial espionage and piracy in countries with different legal systems and cultural attitudes. This fear ranges from the lack of an adequate legal structure to protect intellectual property rights, to the lack of legal resources and political will on the part of other governments to enforce the laws in place. China and India, which are the main beneficiaries of the current wave of outsourcing, must demonstrate that they take intellectual property protection seriously. Companies, on the other hand, also need to do their due diligence and line up their legal resources at the beginning to handle intellectual property violations promptly and efficiently when they do occur.

Multinational Companies Building Software Services for the Local Market: Balancing the Global and Local Development, and More...

Zhenyu shares his views for developing and executing an innovative product strategy for Chinese software companies. The requirements are based upon a clear understanding of culture and having a global perspective. Zhenyu will focus on the talent and professionalism required to accelerate growth in this important sector for China business.

DITA and China’s Product and Services Globalization

Creating topic-oriented information based on DITA yields unique benefits when that information must be delivered in multiple languages and formats. Today, many major global companies are merging automated publishing and advanced globalization techniques to perform continuous translations – ongoing translations of smaller DITA topic-oriented content units as they are completed. A superior approach to waiting for the finalization of all content components before handling translations, this process eliminates many redundant content updating and formatting tasks.

13:15-14:00
CASE STUDY - The Anatomy of Building Dominant Market Share • Deepak Chari - Localization Manager, Nokia Singapore Nokia’s globalization strategy has repaid rich dividends in India - it now commands more than 75% of the market share for low-cost mobile phones. In order to reach the masses in India, Nokia knew that it had to communicate in the local languages – English was not enough. Deepak will share Nokia’s experience in globalization outsourcing for India, the challenges it encountered and how it managed to complete localization in 9 languages under tight deadlines and through some unforeseen events.
14:00-14:30
CASE STUDY – Implementing TBX in the Financial Services Sector • John Hammond - Director Business Development, CLS Communication John Hammond is a Member of the LISA Advisory Board and before joining CLS in October 2006 was Senior Product Manager with Standard Chartered Bank in Asia Pacific. He was a leader in the development of their award winning B2B trade Portal and has in depth experience in many aspects of the implementation of Standards and of Localization issues in Asia Pacific. He will share a view through a Case Study of the Financial Services Sector in the region from the inside and from the outside as that sector moves forward in the use of TBX.
14:30-15:15
CASE STUDY – Analyzing China's Localization Market • Dr. James Wei - President, Beijing E-C Translation Ltd. What does it take for a foreign company's product to succeed in Asia beyond product globalization? James will answer this question through a general discussion of the diversity in Asia in terms pf product needs, consumer habits and diverse political climates.
15:15-15:45
CASE STUDY - Localization Processes at Air China • Liu ZhiHang - Manager of Flight Techniques Management Department, Air China • Jin XiaoQi - Senior Translator, Flight Techniques Management Department, Air China Competing effectively on the global stage requires the fast delivery of consistent global communications in the language of your customers. Today many global companies achieve 40-60% of their revenues from international markets. In the process of delivering products to those markets, these organizations must adapt product, sales and marketing information for those global audiences. Liu ZhiHang and Jin XiaoQi share the localization process used at Air China in order to address this challenge. More and more Chinese companies are looking at terminology management and translation technology as a way to compete effectively on the global stage. The flexibility of built-in translation and terminology checks substantially reduces the time and cost of maintaining high-quality, consistent translation memories, which are essential in delivering consistent multilingual content to customers around the world, faster. By utilizing this technology, Air China have improved their overall content lifecycle, reducing time to market, increasing brand consistency and improve the global customer experience.

13:15-13:45
How To “Flatten” your Existing Business Application Software • Ling Zhang - Advisory Software Engineer, Shanghai Globalization Lab, IBM China Development Lab. The world is flat, so your business applications should be flat as well. Ling will focus on how to transform existing business applications designed for local customers into worldwide consumable applications, in order to create new business opportunities globally. He will discuss how to globalize existing software assets and share checklists, common issues, lessons learned and best practices.
13:45-14:30
Working with Open Source • Wei Chen - Engineering Manager, TIBCO Software Inc. • Xiaohong Yin - Senior Software Engineer, TIBCO Software Inc. TIBCO’s globalization team is in charge of localizing more than 20 products. It constantly faces the challenge of dealing with non-structured resource bundles from developers. It solved this problem by customizing Eclipse, an open source toolkit that allowed it to build a structured localization process. Wei and Xiaohong will share how this customization allows TIBCO to comply with language industry standards such as XLIFF, to enforce company requirements, to minimize user error by developers and to enhance the work experience for translators.
14:30-15:15
Managing Information for the Global Product Development Lifecycle • Yuan Peng Zhang - Software Engineer, Shanghai Globalization Lab, IBM China Development Lab. Yuan will introduce the product development procedure from a new perspective based on open and centralized XML standards that can help Chinese companies create better products (1) by enabling them to know their customers better and (2) by helping their customers, in turn, better understand how to implement and use products. He will compare and contrast the traditional, linear development process with a 360-degree process that allows virtual collaboration among global customers, product developers, marketing teams, etc. His focus will be on how open standards are key to this new process.
15:15-15:45
Localization and Adoption in China of International Open Standards for e-Business • Andy Lee - Chairman, Technical Advisor Board, ChangFeng Open Standards Platform Software Alliance Chinese software companies are rapidly moving to adopt international standards for e-Business, including Web services and Service oriented Architecture (SOA). Localisation of the specifications and associated documentation is important in order to facilitate widespread adoption of these international standards. The economic benefits of implementing these open standards is a major advantage for Chinese companies, enabling them to compete in local, regional or even international markets. The ChangFeng Open Standards Software Platform Alliance recently announced their role to host the OASIS China office and translate the OASIS website and newsletters in Chinese. This presentation will discuss the importance of international open standards to the Chinese software industry and also the role of ChangFeng Alliance in supporting SOA standards in China.

13:45-14:15
The New Way of Working – Introducing SDL Trados 2007 and SDL MultiTerm 2007 • Veli-Matti Lahti - Sales Director, Asia Pacific, SDL International This presentation will cover the introduction of the latest translation memory and terminology management software. SDL Trades 2007 delivers the users a new interface which will allow them to cut down project preparation time in half, benefit from powerful quality assurance checks and track project through a new dashboard interface. SDL TRADOS Technologies is also launching the latest release of the leading terminology management software SDL MultiTerm 2007. This powerful application allows Language Service Providers and Corporations to significantly improve translation quality while accelerating content delivery.
14:15-14:45
The SDL TRADOS Certification program • Nancy Tao - Sales Director, China, SDL International SDL TRADOS Certification is the largest technology educational program in the translation supply chain and education levels of the industry's most widely used product are at an all-time high. This presentation will introduce the SDL TRADOS Certification program and provide an update on its reception by the industry. It will provide an overview of the program objectives as well as the mechanism towards Certification, outlining the benefits for Corporate Language Departments, Language Service Providers and freelance translators.
14:45-15:15
Sourcing APAC-level Vendor in China • Richard Lin - Managing Director, Celestone Systems International As China is increasingly becoming the center of Asia, more and more MNCs are relocating their APAC headquarters to mainland China. This trend brings challenge of sourcing for appropriate vendor in mainland China which can match the localization and local development needs from the APAC headquarters. Are Chinese companies ready for this challenge and opportunity?
15:15-15:45
Explore Localization Business in China • Iris Zhang - Marketing Manager, Beijing E-C Translation Ltd. The considerable economic growth in China brings great business opportunity to the world, and herewith our localization industry. How to explore the opportunities and win business for localization suppliers under the special Chinese culture, tradition and market environment?This presentation shares some practical knowledge and real experience with audience on where to find the clients and how to do business with them.

China’s Global Sales and Marketing Evolution: Applying Business and Culture to a Flat World

Cyrill and Graham will provide an in-depth overview as to what China offers in terms of outsourcing and implementation of global standards, and where it is headed in the future. They will present current market and industry data that will allow attendees to take away a clear picture of the Chinese market. They will then apply this data to the challenges facing Chinese companies as they work internationally with their foreign customers or with their foreign headquarters/subsidiaries. The key? Chinese Managers who are able to successfully bridge the ever-present cultural gaps in a global company environment.

Wrap-up and Adjourn