Session Descriptions

Session Descriptions

Let’s Talk Localization: Creating a Framework That’s Flexible and Engaging

Sonia Zamborsky and James Nixon (Marriott International)
Monday, 11:00 - 11:30

Finding the perfect content localization strategy can be like the story of "Goldilocks and the Three Bears": Some companies struggle with a tightly centralized system that's efficient but rigid, while others have well-localized content but a system fraught with waste. So how do you find a framework that’s just right? This session will address assessment of your current system, discuss trade-offs and prioritization, and look at governance models you can live with.

Travel & Hospitality, Short Talk

Freelancers: Angels or Demons?

Milena Rossi and Agustina Pioli (Two Ways Translation Services), Fernando D'Aloia (Latin-data)
Monday, 11:00 - 11:30

Daily contact between LSPs and a continually-increasing number of freelancers is inevitable and critical to the success of any service provider. Yet the framework for these interactions needs desperately to be reimagined. Should we as contracting employers bestow greater freedom and independence, or encourage buy-in to the company culture? Through case studies, statistics, and qualified opinions, this session will explore these two possible models for a new kind of working relationship between LSPs and their freelancers.

Senior Management, Short Talk

think! Interpreting Welcome: Where Are the Opportunities on the Expanding Spectrum of Interpreting Services?

Katharine Allen and Barry S. Olsen (InterpretAmerica)
Monday, 11:00 - 11:30

Cross-language communication is at an all-time high. Interpreting services are needed in a wide array of new settings and interactions. But new opportunities often don’t fit well into old business and service delivery models. What’s an interpreting service company to do? Join us as we give an overview of some of the emerging technologies and business models and frame the day’s think! Interpreting presentations that will put you in the know and get you thinking about how you can make the most of a growing interpreting market.

think! Interpreting, Short Talk

Bridging the Chasm: Open-Source and Community Development for the Localization Industry and Research

Serge Gladkoff (Logrus/GALA), Marc Mittag (MittagQI), Hans Uszkoreit (DFKI)
Monday, 11:00 - 12:30

The localization industry has long recognized the need for open-source tools, but until now most open-source translator productivity tools have failed to gain significant traction in the marketplace. At the same time, the research and engineering communities have many open-source tools, but these are often not user friendly and fail to meet the overall needs of localizers and localization companies. In this presentation we will discuss the emergence of a new paradigm that bridges the gaps between these communities to deliver truly useful open-source tools to support the need for high-quality translation.

Tomorrow's Technology, Workshop

Localizing for Travel: Diverse Solutions for Diverse Needs

Laura Casanellas (Welocalize)
Monday, 11:30 - 12:00

With localization needs in the travel industry ranging from tantalizing, polished websites to support for flight and accommodation booking to online reviews written by fellow travellers, there is room for diverse localization models across the travel sector. So, how can this industry best serve its customers through localization? Some companies in the travel industry are already offering raw machine translation output for gisting purposes. Is this the right approach? What about transcreation? How strict must we be with terminology and style guidelines? This session will discuss some of Welocalize's approaches and processes specific to the Travel domain.

Travel & Hospitality, Short Talk

Out of Sight, Out of Mind? The Challenge of Distance Management

Véronique Özkaya and Anne-Helene Fink (Xplanation Language Services)
Monday, 11:30 - 12:00

In today’s global business environment, many managers don't see their team members on a daily or even monthly basis. The remote working trend is unabating and as organizations grow, new communication challenges arise. The localization industry, being global by nature, introduces the additional challenge of culture and languages. So how can you effectively communicate with and manage team members around the world? In this session, we will show examples of good, bad, and ugly communication, review technology and media for interacting with stakeholders across companies, and leave you with tips to improve communication in your environment.

Senior Management, Short Talk

Increase Business with On-Demand Communication: Speak Any Language in Seconds

Kristin Quinlan (Certified Languages International)
Monday, 11:30 - 12:00

With borders blurred by globalization, it is more critical than ever to be able to conduct business in any language. Businesses and governments worldwide have an opportunity to better serve their clients and expand their reach by providing service in more than just one or two core languages. Remote, on-demand interpreting services across various platforms (such as telephone and video) preserve cultural accuracy and the human element, while also leveraging technological innovation to allow faster connections and better communication. This presentation will explore the rise of remote interpreting, looking at how far we’ve come, and where we can go from here.

think! Interpreting, Short Talk

Travel at Your Fingertips: Apps in Tourists' Languages

Neeraj Mathur (Perfect Media & Travel Translation)
Monday, 12:00 - 12:30

The most powerful tool in the hand of today’s avid traveler is a travel app or a digital destination guide. Can travel apps and portals afford to be in just one or two languages? What’s the point of making a great internet product if less than 20% of people can use it to its full potential? In this session, we'll examine real life examples that have been highly rated by reviewers, but lack global reach among users. We'll explore success stories and make a business case for localized travel apps and websites.

Travel & Hospitality, Short Talk

Change Management in LSPs

Manal Amin (Arabize)
Monday, 12:00 - 12:30

Development requires change, and with every change we find obstacles and challenges along the way. In order to thrive in spite (or because) of those challenges, we must not only face them, we must embrace them. This session will discuss challenges that are faced by senior management in LSPs, including how to cope with new technology and future requirements, when and how long we should be resistant to change, and how abiding by changing international quality standards affects client satisfaction.

Senior Management, Short Talk

What is Co-creation and Why is it a Competitive Advantage?

Andrea Baccenetti (VoiceBoxer)
Monday, 12:00 - 12:30

The language services and technologies industry is both highly competitive and rich in stakeholders. Doing business is not just about making your customer happy, but also your language resources, staff, investors, management, and more. VoiceBoxer is a Danish start-up offering a novel technology in the remote interpreting world: a multilingual web platform that allows presentations and webinars anywhere, in any language. The company’s recipe for success relies on the concept of co-creation, an approach that serves the interests of all stakeholders, and results in a real competitive advantage. In this session, we’ll discuss the notion of co-creation and explore how it has led to success for VoiceBoxer.

think! Interpreting, Short Talk

Cost vs. Investment: Getting into the Minds of Travel and Hospitality Executives

Juan Cardenas (Hilton Worldwide), Sonia Zamborsky (Marriott International), Neeraj Mathur (Perfect Media & Travel Translation), Pedro Diez-Orzas (Linguaserve)
Monday, 14:00 - 14:50

Executives and decision makers in the travel and hospitality industry are extremely cost conscious. Selling translation and localization services requires an understanding of the thought processes and selection criteria of these decision makers. What does it take to educate the decision maker to treat the cost as an investment in their business? What factors are most important to them? Join this panel of travel and hospitality experts to hear their thoughts and experiences, and to understand how to build the case for translation as an investment.

Travel & Hospitality, Panel

Closing the Gap: A Stakeholder Conversation about Education, Training, and Talent in the Language Industry

Joël Sigling (GALA), Bill Rivers (JNCL-NCLIS), Gary Muddyman (Conversis), John Rosenberg (Brigham Young University), Inkaliisa Vihonen (EG-DGT), Françoise Bajon (ELIA), Anne-Marie Colliander Lind (ADT - LocWorld)
Monday, 14:00 - 14:50

The scenario is familiar: companies leave jobs open indefinitely, unable to find the right hire - or perhaps they spend months training new hires in an apprenticeship-like manner. Ask industry veterans, and many will tell you there is a true talent gap in the language industry. This session will bring together stakeholders from industry, academia, government, and NGOs to discuss how this dearth of qualified professionals is impacting competiveness in foreign markets and the ability to engage on a global scale. They'll share some of the actions they're taking to close the gap, and inspire you to join the conversation and become part of the solution.

Senior Management, Panel

Multilingual Customer Support: What 400 Organizations Have to Say

Ivan Venzin (CyraCom)
Monday, 14:00 - 14:50

As many societies become more linguistically diverse and cross-border trade continues to increase, the need for multilingual customer support is rising. In a first ever large-scale study, ICMI (International Customer Management Institute) – in collaboration with CyraCom – surveyed over 400 customer service management professionals about their multilingual support options. In this presentation, you will be guided through the main findings of the study and learn from several case studies of multilingual customer support programs at Fortune 500 companies. The presentation will look at the current state of multilingual customer support and evaluate the opportunity for language services and the use of telephone interpretation.

think! Interpreting, Presentation

Tools and Resources for Quality Translation Production and Research

Serge Gladkoff (Logrus/GALA), Kim Harris (text&form), Arle Lommel (DFKI), Alan Melby (LTAC), Marc Mittag (MittagQI)
Tuesday, 11:00 - 11:30

This discussion will showcase open-source tools that have been developed in close cooperation between LSPs and European research projects, including translate5. In particular, several use cases and workflows will be discussed such as post-editing, proof reading, and error annotation. Future functionalities such as scorecard modules will also be previewed and discussed. Participants will be invited to learn about these open-source tools and share their own experiences as well as articulate ideas and requirements for future development.

Technology, Short Talk

Why Have We Been Using the Wrong TM Leverage Pricing Model for Decades?

François Richard (Hewlett-Packard)
Tuesday, 11:00 - 11:30

For a deployment of machine translation for post-editing to be viable, it is essential to price machine translation accurately. Methods have been developed by assessing gains on the "target language" side. But pricing Translation Memory leverage has been based for years on the "source language" side. This session will analyze the different approaches, explaining why this has come to be the norm, and whether or not this is the correct approach.

Technology, Short Talk

Can David beat Goliath?

István Lengyel (Kilgray Translation Technologies)
Tuesday, 11:00 - 11:30

Kilgray should not be a successful company. It is a Hungarian company formed by people who cared more about getting the technology right than getting the business right. Others who have reached Kilgray’s position have done so with a lot of external funding, have been acquired by bigger players, or both. However, ten years after its founding, Kilgray has become a success story: a serious, independent player in the translation technology sector. István Lengyel, Kilgray’s CEO and founder, explains how this was achieved and how Kilgray plans to be continue being a contender in the future.

Change/Disruption, Short Talk

Sales and Marketing on a Shoestring

Fabiano Cid (Ccaps Translation and Localization)
Tuesday, 11:00 - 11:30

Following a successful presentation last year in Istanbul, Fabiano Cid is back with another highly engaging session that focuses not on his failures, but yours! Specifically, on what might be wrong with your sales and marketing strategy. Fabiano will explore inexpensive and uncomplicated marketing and sales tools that help company owners and executives reach their targets without going bankrupt or going grey. Think of it as Blue Ocean Strategy meets Lonely Planet for LSPs: with a good dose of creativity, smart research, and very little money, nothing should stop you from reaching your sales and marketing goals.

Sales/Marketing, Short Talk

Enterprise Localization in the Cloud

Barbara Hoegler (Citrix)
Tuesday, 11:30 - 12:00

Localization of enterprise software for sim-ship has always been a daunting task: don't break the build, get translations done in real-time with English changes, integrate test and bug fixing cycles to finish at the magic RTM date for all languages. Processes perfected with traditional approaches of well-controlled in-house tools and workflows met their match with an explosion of globally distributed, agile projects. This talk will focus on our adventures, failures, and successes when moving enterprise software localization to the cloud.

Technology, Short Talk

Escape from the Words Prison: Alternative Pricing Models for the Language Industry

Jörgen Danielsen (Eule Lokalisierung GmbH)
Tuesday, 11:30 - 12:00

Everybody talks about the 'Cost-Time-Quality' triangle. In reality, they are talking about volume. As long as we care about volume only, we will be prisoners of words. But service offerings in other industries incorporate models that charge lump sums for services. How can they afford to do this, and why has nobody dared to offer ‘package pricing’ in our industry? Is it possible to use technology and experience to come up with fixed prices for translation/localization services? Using examples, this session will discuss the potential benefits both customers and service providers stand to gain from this alternative pricing model.

Change/Disruption, Short Talk

Positioned for Success: Standing Out in a Crowded Localization Space

Mark Hooper (Conversis)
Tuesday, 11:30 - 12:00

With over 30,000 providers of localization in the world, finding a unique position and proposition in this crowded space is a challenge for all LSPs. In 2014, Conversis went through a major restructure and rebranding which sought to align its brand to the verticals it served. This involved an analysis of market needs, honest evaluation of the value proposition, and a new strategic plan, culminating in the launch of three new businesses. In this session, Dr. Mark Hooper, leader of the new Conversis Medical, exposes what worked and what didn't during this process.

Sales/Marketing, Short Talk

Globalization: Capturing 'Lightning in a Bottle'

Paige Williams (Microsoft)
Tuesday, 12:00 - 12:30

Lightening in a bottle means “Capturing something powerful and elusive and then being able to hold it and show it to the world.” This is what companies must seek to achieve in a multi-lingual world of mobile devices and services. When devices cross markets and services are expected to adapt to the geographic location and languages of preference, what are the considerations that can either block, or yield, a positive customer experience? In this short talk we will pose some of these questions for consideration to provoke further discussion about the changing nature and need for agility in globalization today.

Technology, Short Talk

From Impossible to Possible: Thriving From Disruptive Innovation

Diana Sanchez (Nova Language Services)
Tuesday, 12:00 - 12:30

Is translation a commodity? Certainly not for strictly regulated, high-risk scientific and technical sectors such as the medical and pharmaceutical industries. Nonetheless, for Internet-based businesses seeking viable solutions to accessing global markets, translations are more like a utility. When Nova Language Services received a proposal to translate over 5 million words into 3 different languages - within a month and with practically no budget - the initial response was “absolutely impossible!” But soon after, a disruptive innovation process led to important changes in the business model, processes, and operations, resulting in creative yet effective solutions.

Change/Disruption, Short Talk

Is the Translation Industry Ready for a Seismic Shift?

Massimo Ghislandi (SDL)
Tuesday, 12:00 - 12:30

All the indicators point at a booming translation industry and a rosy future: globalization is increasing, content creation is skyrocketing, consumers rely on content to make decisions. Translation volumes should therefore grow exponentially, companies should be willing to pay good money for translation, and more language combinations should become the norm in any translation project. Yet many statistics indicate that translation growth is losing steam. Is the industry missing an opportunity? Join this session to start a discussion about what is really going on in the industry and how we can unlock the next million zetabytes of content for translation.

Sales/Marketing, Short Talk

Finding New Ideas for Known Issues: Automating Global Language Solution Supply Chains

Marcus Danei (SAP), Dominick Kelly (XTM International), Jose Vega (Wordbee), Sufian Reiter (Plunet), Andrzej Nedoma (XTRF)
Tuesday, 14:00 - 14:50

Translation management systems (TMS) have allowed us to automate and systemize previously unconnected process steps in language supply chains. While studies have helped clarify the different types of TMS available, their interoperability remains a pain point. This panel of industry experts will discuss the challenges this poses, and – more crucially – tackle key TMS questions from radically new angles to explore innovative new ideas that can help pave the way forward to automated global language supply chains. Hear from the TMS providers about their current projects and discover how close we are to developing language solutions that truly enable – and manage – global collaboration.

Technology, Panel

This Changes Everything

Britta Aagaard and Robert Etches (TextMinded®)
Tuesday, 14:00 - 14:50

If you're not disrupting yourself, someone else will. Airbnb did it. Uber did it. Who is going to disrupt the translation industry? And how? Embrace change and build something radically better using the collaborative power of communities! This presentation will address the fact that the times are very much a changin’ and that we must change with them. It’s not about words, quality or pricing – it’s about so much more.

Change/Disruption, Panel

Strategic Coopetition: The Value of Relationships in Small Business

Fernando D'Aloia (Latin-data), Virginia
Minhondo (delsurtranslations); Maria Gabriela Morales (Rosario Traducciones) - together as Translated in Argentina
Tuesday, 14:00 - 14:50

"Coopetition," or cooperative competition, occurs when companies work with selected rivals, suppliers, or alliance partners to collectively enhance performance by sharing resources and committing to common goals such as improving industry standards, research and development, or market awareness. At the same time, they compete by taking independent actions in other areas. Translated in Argentina will illustrate how coopetition is feasible in the language services industry, and how it can help develop win-win scenarios in which everyone involved gains more by creating a bigger market in complementary areas, especially in view of the increasing demand for strategic flexibility.

Sales/Marketing, Panel