LISA Forum USA

LISA Industry Introduction Session

Welcome and Introductions

Program Overview & Day One Objectives

KEYNOTE: Charting the Course for Globalization: Skunk or a Trunk?

Increasing numbers of companies are going global, but are they thinking globally? This keynote is intended to get your global juices flowing and set the stage for the rest of the Forum. Sullivan will explore some of the reasons why the classic localization model cannot simply be extended to define a globally integrated enterprise. He will also identify some of the potential pitfalls and make the case that new business, process and technical paradigms are needed.

From the Trenches: Why Companies Continue to Be “Globalization-Challenged”

April Singer leads IBM's Globalization Services consulting group. She and her team talk to customers everyday about building globally integrated operations. She will share real-life stories of why companies still find it so difficult to integrate globalization as just another business process. Singer will be joined by LISA's business globalization experts, Rebecca Ray and Andrew Draheim.

PANEL: Lessons Learned from Cisco and CNET: Leveraging Web 2.0 to Facilitate Global Content Development

Come learn from first-hand experiences how two leading communications leaders, CNET and Cisco, have turned to Web 2.0 to solve fundamental business problems – how to collaborate, share knowledge and work effectively in global organizations to meet the specific needs of particular communities. Both companies have workforces and business initiatives spread throughout the world. CNET has adopted Twiki, a structured wiki, to allow teams to collaboratively document all of the company’s business processes. Cisco is taking a two-pronged approach by developing communications infrastructure to support global collaboration, while at the same time implementing wikis, web-conferencing and social networks to support both internal and external communities.

1:45-2:15
Globalizing Your Content Creation and Obtaining Executive Approval • Sue Kocher - Terminologist, SAS Institute You understand too well the high cost of unclear language, and of terminology that is inconsistent, ambiguous or incorrect. But how does one begin to address terminology problems that are so dauntingly pervasive and entrenched? Kocher will briefly explain how her team obtained executive support for terminology management at SAS, a large global software company. She will explain the tools and processes they use to manage language assets. You will learn how pre-localization text reviews can benefit product development, translation, and marketing – and your marketable skills.
2:15-2:45
Trading Spaces: Renovating Your Localization Process to Drive Business Growth • Yan Fang - Localization Manager, EMC • Haekyoung Kim - Senior Localization Program Manager, EMC With a localization portfolio that grew from 22 to 50+ products last year, EMC's Content Management & Archiving Division had a localization "house" that badly needed renovation in order to successfully sustain production. Inspired by one of their favorite TV shows, the group divided up their localization growth problem into five key areas and overhauled them ... well, not in 60 minutes, but much faster than they ever imagined possible … and brought their team much closer together in the process.
2:45-3:15
Strengthening Your Brand With a Global Web Development Model • Silvia Campos - Senior Localization Manager, VeriSign What does a U.S.-centric culture, a lack of a global strategy, and a decentralized localization and web approach all have in common? They can all destroy your brand’s global reach. Campos will show you how VeriSign turned its global approach around by putting together the right team, centralizing its core marketing activities and attaining the appropriate funding. She will also share the challenges, the necessary first steps, the best strategies, and the results achieved by thinking globally and expressing a global identity through a variety of web properties.
3:15-3:45
Sun’s Shift to Localization for Open Source: Sparking the Imagination of Customers • Mimi Hills - Director of Globalization, Sun Microsystems The world of open source and community participation in software projects represents a huge opportunity for globalization professionals. But there are many open questions: how do communities come together around localization, what activities do they engage in, and how do companies engage with them? Sun Microsystems is exploring the channels, establishing the forums for communication and sometimes being guided by the communities themselves. In this presentation, Hills will share the models of community engagement that have been successful for Sun’s localization efforts, and examine the ways in which localization professionals can become involved.

1:45-2:15
Developing Globalized Web Applications With AJAX • Tracey Meng - Globalization Architect, Principal Engineer, TIBCO Software AJAX technology enables you to quickly create efficient and interactive content-rich internet applications that work on browsers. However, globalization support varies from one framework to another. In this presentation, Meng will first describe some of the requirements for an AJAX toolset for software globalization and discuss how various AJAX toolsets meet those requirements. She will then present a case study for building globalized software using the TIBCO General Interface – an AJAX-based development framework. Co-author - Dr. Wei Chen, Senior Engineering Manager, TIBCO Software.
2:15-2:45
Building Quality Localization Hubs with Full Outsourcing Capabilities • Qing Qing Tao - Localization Project Manager, Intel Based on first-hand experience, Tao will identify and define the quality issues and concerns in localization outsourcing and how a quality localization hub can centrally manage outsourcing projects. Issues include (1) the variety in quality between different providers, (2) the experience and skill sets of providers, (3) the security of enterprise information, (4) uncertainty about the legal environment, (5) a mismatch in terms of company cultures and (6) poor communication skills. Tao will describe how all of these factors can influence the quality, schedule and cost of outsourced localization projects.
2:45-3:15
AGILE Software Development: What It Means for Globalizing Your Business Processes • Gennady Galanter - Director of Solution Marketing, Exigen Services Sticking push pins into a wall map to denote Agile team member locations doesn’t translate to a productive, global development organization. Seeking out companies that have created efficient, disbursed teams and asking how they did it won’t help either. There are no best practices – just a few good ideas. Galanter will present practical lessons derived from his company’s successful involvement in more than 100 globally distributed Agile projects.
3:15-3:45
Stumbling Blocks in Managing Content Globally: Why Standards Are the Solution • Andrzej Zydroń - CTO, XML-INTL Managing content globally presents many challenges. Among them are the software platform for the content and the format of the data. Proprietary systems offer end-to-end solutions, but they come at a price. Open standards provide a much more effective way of approaching the design and implementation of managing content globally since they are created through an open process by domain experts, rather than within a closed environment. Zydroń will share the latest developments from a new OASIS Reference Architecture Technical Committee for Open Architecture for XML Authoring and Localization (OAXAL), which has been created to bring the most pertinent standards together in one solution.

1:45-2:15
Beyond TMS – Tek OneWorld Platform • Joseph Lukasik - Director of Solutions Development, Americas, Tek Translation International The complexities of localizing products for sale worldwide can be staggering, as can the loss of competitive advantage, the amount of unrealized profit and the high cost of inefficient processes. In this session you will learn how a TM system can help you: (1) make informed decisions, (2) track and measure the results of your process, (3) avoid industry-specific pitfalls and (4) reap the business value of regionally-centralized operations.
2:15-2:45
Calculating ROI in Software Localization • Lior Cohen - VP Marketing and Sales, Net-Translators There are two main reasons for a software company to localize a product: regulatory and market requirements. Calculating ROI allows companies to evaluate whether or not to invest in localization, but it is not an exact science. How does market development affect ROI? What other factors affect ROI calculations? How can a good localization process allow and ensure investment recycling? Cohen will address these issues and more.
2:45-3:15
Total Economic Impact of Effective Global Information Management • Andrew Thomas - Global Information Management Evangelist, SDL International Thomas will review the results of a study of six Global Information Management customers by Forrester Consulting. The study found that a composite company could realize significant internal and external localization savings over three years by deploying an effective Global Information Management strategy. But beyond these savings, there turned out to be a much more significant effect on global market share. Come learn why.
3:15-3:45
Best Practices and Pitfalls of Finding the Right Vendor • Anderson Wang - Managing Director, iLen Technology Finding a good language service provider is very important, but it's never an easy task. If you are frequently reviewing quality problems or project management issues, it may be time to review your criteria for service provider screening. From the service provider’s viewpoint, Wang will cover the common pitfalls for finding a good provider and the criteria that may actually mislead you. If you don’t want to face angry buyers or end clients, or you are looking for ways to reduce localization costs, or you have recently taken on the responsibility for service provider selection, don’t miss this session.

PANEL: China’s Innovative Approach to Global Outsourcing: What It Means for Silicon Valley

This panel will focus on what China’s new breed of outsourcers offers to Silicon Valley that others do not, including exactly what it takes to make the relationships successful (for medium- as well as large-sized companies). A panel featuring Microsoft, Sun, VMware and two of China’s best-known software outsourcers (Beyondsoft and Oceansoft International) will explore how China is building and managing its teams, IP protection as it relates to the Valley and how customers can improve their working relationships with outsourcing providers in China. With no slides allowed (!) and ample time for Q&A and discussion with the audience, expect a dynamite session.

Day One Summary • Program Overview

KEYNOTE: Hitting the Ground Running in New Markets: Do Your Global Business Processes Measure Up?

Can you clearly articulate your company's globalization strategy? Can you execute against that strategy with the products and processes you have today? Step through high-tech history with two Adobe Directors as they describe how their company has evolved and matured into its current global readiness strategy.

CASE STUDY: The Road to a Consolidated Globalization Model - The Sybase Experience

As a global enterprise software company, Sybase understands the importance of localization vis-à-vis all of its markets. Initially, it used a distributed in-country localization model, but recently transitioned to a consolidated globalization model. The presenters will discuss the importance of developing a trusted business relationship (specifically one that transforms the service provider into a close business partner); how to convert internal processes into a best practice methodology; and effective cost management.

1:30-2:00
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 to 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.
2:00-2:30
Improving Quality in Translation and Localization into Chinese - Practical Lessons from LSPs • Dr. Joanna Drugan - Programme Director, The Centre for Translation Studies at the University of Leeds How are LSPs addressing the gap between their quality expectations and the typical local standards for English-Chinese translation? Drugan will report on her research visits in 2007 to Chinese and international LSPs, some of whom have set up their own training institutes for translators and localizers to improve quality. Typical concerns regarding translation quality will be outlined, along with practical examples of how LSPs are attempting to address them.
2:30-3:30
What It Means to Be a Pioneer: Creating English Technical Documentation in China • Suneeta Aggarwal - Director, Technical Publications & Localization, TIBCO Software Do you have development and QA teams in China but technical writing in other locations? Do you tend to assume that it’s not possible to write documentation in English in China? Does technical writing exist as a recognized profession in China? Is it truly feasible to consider creating documentation in China in English? TIBCO has a technical writing team in China and it’s growing! Aggarwal will share how her company approached and addressed this exciting challenge.

1:30-2:00
CASE STUDY: How Good Project Management Lowers the Cost of Localization • Tim Bombosch - Project Manager, Lasselle-Ramsay Reducing localization costs requires more than writing, translation and technology best practices. Clearly defined business objectives also drive project success. Stakeholders, SMEs, vendors, and writers must be managed effectively. This case study explores the reality of these issues and their impact on the writing and localization process. Particular emphasis will be placed on an ROI analysis of total project costs. It shares lessons learned, points out potential pitfalls, and lists things to do better next time. Come prepared with questions and your own experiences.
2:00-2:30
More, Better, Faster: Combining Available Techniques to Improve Software Localization • Mark Zagrodney - Member of Technical Staff, Advanced Micro Devices AMD releases a major update of its Catalyst Control Center (CCC) software every month. Adoption of the XLIFF standard for interchange with language service providers, combined with in-house automation, has made simultaneous localization into 21 languages consistently achievable with half of the previously required resources. It has also produced a large reduction in the error rate. Zagrodney will share AMD’s taxonomy of localization errors, techniques that can reduce or eliminate most classes of errors and how to deploy the various techniques.
2:30-3:30
DITA Marches On: Where Are We Now? • Ben Fitch - Technical Writer, Serena Software • Tanner Volz - Documentation Manager, Serena Software In late 2006, Serena Software committed to developing all documentation content in XML for its new Business Mashups product. Motivated by the potential for significant savings in localization, as well as an interest in structured writing and content reuse, the company adopted DITA and assembled a fully automated, end-to-end, authoring and publishing solution. The presenters will discuss their implementation, their successes and challenges to date, and where they plan to go next.

1:30-2:00
Localization Community Development in China • Shirley Yeng - CEO, E-C Translation This session is for all who are keen to work with Chinese localization vendors in China and who want to know the current status of the localization community there, along with the business drivers that are shaping that community. Yeng will cover expectation setting (including cultural implications) and the level of services available.
2:00-2:30
Optimizing Multilingual Workflow and Business Information Management in a Global Economy • Tobias Rinsche - Vice President, USA, Language Technology Center Want to save money through efficient workflows? Join LTC, the specialists in multilingual workflow tools, to learn how you can use technology to boost your productivity and reduce administrative costs. Take your business to a new level with LTC Worx, the business system that adapts to and optimizes your processes. Take advantage of tools that help you to manage projects efficiently, keep on top of your finances and plan ahead effectively. LTC Worx helps you centralize and manage all of your crucial business data, at the same time that it features open, documented APIs and interfaces that allow it to fit right into any IT infrastructure.
2:30-3:00
Achieving Positive Financial Results Through Global Resourcing • Nic McMahon - VP and GM, Jonckers Translations & Engineering In today’s dynamic economy, there are many factors that lead companies to explore new markets and geographical regions in hopes of increasing capacity while maintaining a financial benefit. Many now look to global resourcing as a solution to increase their competitiveness through lowered production costs, substantially increased profits and faster timelines. McMahon will discuss ways to achieve positive financial results through global resourcing.
3:00-3:30
Introducing: Fully Integrated Terminology Management with TermWeb® • Ioannis Iakovidis - General Manager, Interverbum Technology Now TermWeb introduces functionality that enables integration of terminology management into existing company processes and especially with SDL/TRADOS Workbench. With the new Translation Memory Integrator translators now have direct access to the terminology in TermWeb while working in SDL/TRADOS Workbench. No need to log in to a separate system. Updates of terminology in TermWeb are spread automatically and instantly to all translators guaranteeing that they all use the latest version of the terminology database. The integrator allows translators to be spread geographically and in different time zones. TermWeb is a web-based terminology management system that provides all members of your organization with company and industry-specific terminology via your Internet browser. Everyone can easily access updated and comprehensive glossaries, and there are no copies to compromise the accuracy and consistency of your terminology.

4:00-5:15
PANEL: Where Will Automated Translation and Social Networking Take Us? • Gregg Okunami - Translation and Localization Program Manager, Hewlett-Packard • Marcia Hutchinson - Interactive/Web Marketing Manager, Hewlett-Packard • Michael Galvez - Product Manager, Google • Kirti Vashee - VP Americas & EMEA Sales, Asia Online • Sanford Cohen - CEO, SpeakLike Automated translation, crowdsourcing, increasing internet bandwidth, community-based translation in the open source world ... a panel of innovators will share their work-in-progress with new and different ways of working in the translation and localization space. They will explain how they are using the latest in technologies and business processes to capture their markets. They will also show how they are creating new capacities for their businesses by moving beyond traditional translation memory and workflow tools.

4:00-5:15
Finally...A Practical Markup Standard for Terminology - The “New” TBX • Kara Warburton - Terminologist, IBM TBX – the LISA XML markup language for terminology – is key for the localization industry because it facilitates the sharing of terminology files and drives the development of terminology management functions in localization tools. Recently submitted to ISO to be adopted as an ISO standard, TBX has been significantly enhanced to make it more practical and easier to implement. Learn how these changes will translate into opportunities to make better use of terminology to support your localization business. This presentation will also include a short demo of TBX data files and their validation.

Wrap-up and Adjourn