The Annual LISA Forum Europe

Building Global Teams Locally

Outsourcing, European Integration and Globalization

Introduction to Globalization

09:00 - 17:00 : Monday, October 22, 2007

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 special workshop focuses on the basics of localization. Aimed specifically at organizations entering the globalization industry, this workshop addresses the following topics:

What are globalization, localization and internationalization? Localization involves more than translation, and must be seen as part of an integrated process that starts from the moment a product or service is first planned and that continues through every phase of development, marketing and support.

Why does localization matter to your company and what does it take? International business requires localization, yet few organizations fully understand its importance or plan for it. This workshop will discuss why it is important and what resources are required from organizations that are serious about entering international markets.

What kinds of localization are there? There is no single monolithic process of localization: different products and projects may require different types of localization. Understanding the differences in localization can help companies better plan for their international needs.

What is involved in internationalization? Internationalization is key to the success of globalization efforts. Understand what is required for software and documentation internationalization, as well as a basic overview of hardware internationalization.

What technologies are important and how do they work? Localization processes depend heavily on technologies that are relatively unknown. However, by understanding what these technologies can do, as well as what they cannot, attendees will have more realistic expectations of localization processes and will better understand how to implement the best solutions.

How does the localization business work and what kinds of companies are involved? There are a number of business models available for organizations involved in international markets. The strengths and weaknesses of in-house, partner and various outsourced models will be discussed, with an emphasis on how organizations work with each model and what they can expect from each one.

How can organizations control localization costs? Careful planning and some simple steps can help reduce costs and help make localization an even more attractive proposition from an ROI standpoint. The workshop will discuss ways of controlling cost while maintaining quality.

What are the global language priorities? Certain languages are especially important in global business because they are key to gaining access to large markets. The workshop will identify the major langauges of localization as well as the issues associated with them.

What is LISA and what does it offer?The workshop will discuss LISA’s role in the localization industry and the services and opportunities available to LISA members. As the localization industry’s standards body, LISA plays a central role in the industry and provides many opportunities for organizations to be involved in improving the industry.

Who will benefit from this workshop and why?

The workshop does not assume any prior experience with localization or translation, and is intended for new Forum attendees from Central and Eastern Europe. The workshop language will be English. Anyone who needs to understand the process through which products are prepared for and distributed in international markets will benefit from this workshop.

Who:	Interested in...
Executives	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
Marketing and Product Managers	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
Product Engineers and Developers	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
Technical Writers and Designers	Preparing documentation and advertising that can be easily localized Reducing document localization costs
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

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 Rebecca Ray

Rebecca Ray is the Managing Editor for the Globalization Insider. She has been a pioneer in designing, testing, adapting and marketing software outside of the U.S. for companies such as IBM, Netscape Communications, Remedy (now part of BMC), Symantec and Sun Microsystems. She also has a strong background in machine translation and terminology tools, and co-authored the book, Doing Business in the USA: Marketing and Operations Strategies for Success. Ray is a Summa Cum Laude graduate with an M.A. in Latin American Studies from Indiana University and is fluent in English, French and Spanish and proficient in Portuguese and Turkish.