Session Details

Keynote Address
Monday, 09:00 - 10:30

Real World MT: a Drama in Three Acts
Monday, 11:00 - 12:30
Jörgen Danielsen (Eule Lokalisierung), Daniel Grasmick (Lucy Software), Harald Elsen (DELTA International CITS), Ingo Schumann (Eule Lokalisierung)
A hands-on, product-neutral session addressing three potential applications of MT: internal communication, mass documentation, and post-edited, high-quality translation. The panel will look at both rule-based and statistical machine translation, also from a cost and implementation point of view. Learn about overlooked aspects of post editing, integration between MT and translation memories, the role of terminology in MT workflows and much more.

Coffee, Clowns, Airplanes and Commodity Addiction
Monday, 11:00 - 11:40
Marcela Jenney-Reyes (Latitudes | Training, Coaching & Consulting)
Discover how Starbucks, Cirque du Soleil and Southwest Airlines used the concept of value innovation to reach uncontested markets and experience astounding growth. By changing service offerings and finding new customers, LSPs can also create a new customer value proposition and a new market space. Set aside what you think you know about benchmarking, new technologies and pricing, and learn a new framework for creating value innovation in your service offerings.

The Key to a Successful SEO Sales Strategy (the Long Tail)
Monday, 11:00 - 12:30
Gustavo Lucardi (Trusted Translations) and Richard Estevez (Trusted Translations)
Do you know the key elements to a successful SEO sales strategy? What about multilingual and international SEO strategies? Using live examples from real web searches, participants will learn how to derive actual sales versus traffic and how to build a viable long-term strategy for growing their businesses on the web. This in-depth, hands-on session will introduce the concept of the Long Tail for SEO, which details one of the most important ways to drive sales and conversions on the web.

Beyond Translation: What Globalization Means for Content in 2012
Monday, 11:50 - 12:30
Andrew Bredenkamp (Acrolinx)
The traditional role of translation for companies aiming to go global is under threat. So what is the future for LSPs? Fortunately for the localization industry there is still a huge need for services around “going global,” but the rules of the game have changed. Based on trends observed at some of the smartest global companies, this talk will focus on three key emerging service offerings: around translation automation (beyond just pre- and post-editing); in global search strategy (SEO); and in customer engagement and user-generated content curation.

Social Media Super Session: How to Make it an Integral Component of Any Marketing Plan
Monday, 14:00 - 15:30
Moderator: Rebecca Petras (GALA), Panelists: Gordon Husbands (Wordbank), Gary Muddyman (Conversis), Marcela Jenney-Reyes (Latitudes | Training, Coaching & Consulting)
Social media is the technological equivalent of the old friendly chat with a customer over the counter. It is not simply another way to push out information, it is a renewal of the one-to-one conversation with customers, suppliers, and the industry as a whole. The explosion of social media and mobile internet can no longer be ignored and must be considered an important mix in any marketing and sales program. At this social media super session, experts will share practical tips and tactics for fully engaging and leveraging social media. Walk away with tangible ways to use the social media outlets to promote your business and grow your brand.

In a Cloud or on a Server? What’s Best for Your Company?
Monday, 14:00 - 14:40
David Canek (Memsource) and Mark Tapling (SDL)
Two experts in their respective fields put forward the case for cloud-based and server-based translation technology. Value for money, security, one-off investments or monthly subscriptions, integration with other tools – the list is a long one. Join us to debate and discuss the hands-on issues that might help you make this key strategic decision.

Become an Agile-ista!
Monday, 14:00 - 15:30
Wayne Bourland (Dell), Kåre Lindahl (Venga), Stas Kalianov (Schneider Electric), Mika Pehkonen (F-secure)
Agile development is becoming the norm for software engineering departments worldwide – it is faster, more efficient, and customer-centric. But it often causes havoc for down-stream stakeholders such as client localization departments and translation providers. This session will be a discussion between client and provider that will transform the way you think of Agile. It will explain how you can increase quality, motivate your translators, and speed up the process by embracing the new agile world and becoming an Agile-ista.

Optimizing Vendor Management
Monday, 14:50 - 15:30
Cecilia Irós (IMTT)
Finding reliable translation resources in sufficient quantities has always been crucial for success in our industry. And as companies incorporate new tools and technologies, it becomes even more important. Translation resources now have to be made available in greater volumes, faster, and with more skills. As online collaboration technology improves in both quality and cost, LSPs are redesigning their production workflows to be more efficient, leading to changes in the traditional approach to vendor management. Using three distinct scenarios, this session aims to demonstrate what adaptations your company should be making to keep pace with changing vendor management landscape.

Keeping Promises: How Sales and Project Management Can Work Together
Monday, 16:00 - 16:40
Bob Donaldson (Carson Strategy Group) and Jessica Rathke (L10N Sales and Marketing)
Your project management teams have strong relationships with existing clients and many times have access to internal information that could indicate additional revenue potential for your company. But are they making the most of this potential? Meanwhile, your sales staff are encountering new opportunities with new clients, often requiring deviations from the standard offering. Are they including the PM team in the kind of creative problem solving that can turn opportunity into revenue? This presentation explores the barriers to cooperation and addresses how the two teams can better understand each other and work together.

Better Quality, Less Time: What’s Not to Like About Machine Translation?
Monday, 16:00 - 16:40
Rubén de la Fuente (PayPal)
The quest to implement machine translation often begins with cost savings as the chief goal. At PayPal, however, the primary objective is to improve quality and reduce turnaround times. In this case study of machine translation at PayPal, learn how MT helps produce higher quality translations by reducing mechanical effort and ensuring the usage of preferred terminology and style consistency. See the advantages of MT from another perspective and consider benefits you may not have thought of.

Opportunities and Growth in Africa
Monday, 16:00 - 16:40
Reinhard Schäler (Rosetta Foundation) and Tunde Adegbola (African Languages Technology Institute)
The hottest continent is still not on the radar of mainstream localisation. The linguistically most diverse continent on the globe, the cradle of humanity and human language, the continent with the world’s fastest economic growth figures, is taking off. Over the past decade, six of the world’s ten fastest-growing countries were African. In eight of the past ten years, Africa has grown faster than East Asia, including Japan. With 600 million mobile phone users, Africa has overtaken America and Europe. The question is when (not if) you will join the African renaissance.

Speed Networking
Monday 16:50 - 17:30

One Size Does Not Fit All: Defining Quality to Support a Variety of Workflows
Tuesday, 09:00 - 10:30
Hans Uszkoreit (DFKI), Arle Lommel (GALA), Kim Harris (text & form), Lucia Specia (University of Sheffield), Ruben de la Fuente (PayPal)
Quality standards are the nexus between GALA and the EU’s QTLaunchPad project which turns its focus on assessing translation quality. A central theme of the cooperation between the two entities will be the development of multi-criteria metrics for measuring quality – especially for judging MT output. This diverse panel will represent the views of various stakeholders in the project and share perspectives from the vendor and client sides of the industry, as well as those from researchers and standards experts.

Back from the Brink: How Management by Objectives Drove a Remarkable Turnaround
Tuesday, 11:00 - 11:40
Demid Tishin (All Correct Language Solutions)
In December 2009 All Correct Language Solutions was facing hard times: current projects were behind schedule, a major client was about to leave, and liabilities exceeded working assets by 70%. The company lacked long-term and mid-term objectives on all levels of its enterprise structure. In this case study of a remarkable turnaround, the company's co-founder will demonstrate how a good goal tree, accompanied by individual action plans and KPI tracking increased revenues four-fold, brought delivery performance from 70% to 99%, and increased liquidity ratio from 60% to 800% in the course of a year.

Synchronizing Strategy and Sales: Sales Execution as a Strategic Asset
Tuesday, 11:00 - 12:30
Ray Reyes (Latitudes | Training, Coaching & Consulting)
This session will examine the critical relationship between business strategy and sales activities. Using a proven process adopted by companies such as IBM Consulting and Pfizer Pharmaceuticals, participants will learn how to: establish and communicate sales initiatives that support corporate objectives; build sales channels; develop company-wide alignment; and implement the operational infrastructure, processes, and cultural values critical to long-term revenue growth. Step away from the notion that “any road will get you there” and learn why the alignment of sales activities and company strategy are critical to overall success.

Integrating Acronyms: How to Connect Your CMS with Your TMS
Tuesday, 11:00 - 12:30
Moderator: Bob Donaldson (Carson Strategy Group) Panelists: Loïc Dufresne de Virel (Intel), Robinson Kelly (Clay Tablet Technologies), Emre Akkas (Globalme)
Integration efforts that streamline translation are being driven by your clients. Even small and medium sized enterprises are automating the delivery of content from their CMSs right to your door. Are you ready? What are the technical requirements? Risks? Benefits? How can you get ahead of the curve and gain an advantage by being “in the know” about translation integration? If the big MLVs are already doing this – can I do it too? This session will examine how integration works, how it’s helpful , what clients are demanding and how you can be ready when that client calls and says, “Let’s integrate!”

TEP is Dead. Now What?
Tuesday, 11:50 - 12:30
Jeff Guillem (Moravia Worldwide)
The TEP production process (translation, editing, proofreading) has been around for decades. Learn how Moravia has developed an alternative to this process and created partner models that support a parallel translation process and maximize value for clients by cultivating long-term partnerships with stakeholders. The opposite of a “master-slave” unilateral relationship, Moravia’s model prizes communication, planning, the reduction of administrative costs, a mitigation of freelance/SLV tension, and quality and cost improvement – not to mention loyalty and transparency!

Is Technology Pushing Small and Mid-sized LSPs out of the Translation Supply Chain?
Tuesday, 14:00 - 14:40
Christopher Carter (aLanguageBank)
Will there be a place for small and mid-sized LSPs in tomorrow’s supply chain? Who are the stakeholders and what do they want? What signs should LSPs be looking for that predict change? How should they prepare for those changes? In a series of interactive segments, this session will open a dialogue on the evolving translation supply chain and help company leaders learn how to prepare for the changes to ensure longevity, competitiveness and relevance to the industry.

Why Localization Standardization Activities Matter to You
Tuesday, 14:00 - 15:30
Moderator: Hans Fenstermacher (GALA) Panelists: Arle Lommel (GALA), Pedro Diez-Orzas (W3C Multilingual Web/Linguaserve), Bill Rivers (Integrated Training Solutions)
In this session, representatives from organizations such as GALA and the W3C’s Multilingual Web Project will discuss the importance of standards for localization companies, focusing on how standards efforts help users address critical business needs. This interactive session will address the organizations’ current activities and their impact on the industry, what new efforts are forthcoming, and how attendees should get involved. Participants will gain a clear understanding of how these standards activities are impacting industry and what they should do to ensure these efforts deliver maximum advantage.

Marketing on a Shoestring: What NGOs and LSPs have in common
Tuesday, 14:00 - 14:40
Rebecca Petras (GALA) and Lori Thicke (Translators Without Borders)
You want to get noticed, differentiate yourself, improve your web presence and create buzz. Marketing is what you need, but how, when you have a tiny or non-existent budget? This hands-on presentation will eschew theory and strategy in favor of proven marketing tactics and tips. Leaders of small and mid-sized localization companies who need practical advice on making the most out of their small budgets will walk away with an abundance of examples and actionable know-how.

Building Digital LEGO Bricks: Integrated A-Z Approach for Localizing Digital Content at
Tuesday, 14:50 - 15:30
Matthew Ogden (The LEGO Group) and Chris Rowley (TextMinded Danmark)
Join this client-vendor team as they present a case study of how the toy company is integrating terminology, authoring tools, CMS, TMS and browser-based proofing tools to create digital content for a rapidly growing multilingual target audience hungry for more.

Gaining Benefits from Machine Translation: Relay #1 - Assessment
Tuesday, 14:50 - 15:30
Moderator: Jörgen Danielsen (Eule Lokalisierung)
As you begin to explore your MT options, you will want to consider the following questions: Do I see a need or potential for an MT-based solution? What do I try to achieve with MT? Can I integrate MT into my existing translation/authoring/IT environment? Can I use existing resources? What is the cost of process changes? What is my language set? Does the MT solution need to cover all of them? What are my expected savings? We will discuss them all in this first relay.

Growing Your Business: Relay #1 - Laying the Foundation
Tuesday, 14:50 - 15:30
Moderator: Joseph Gomes (Viva Translations)
Being all things to everyone with “me too" positioning is not going to cut it. The probability of success is increased through a more focussed (re)definition and prioritization of those target customers that provide the highest value add. Who are these customers? What is more important – sales or margins? Why should they choose your services? What makes you different? What is the message you want them to hear?

Finding the Balance: Shifting Stress from People to Systems
Tuesday, 16:00 - 16:40
Michel Lopez (e2f translations)
For many translators and project managers, the rush-rush, hurry-up, just-in-time strategy for project completion has become the norm. Consequently, vast numbers of localization professionals find it difficult to achieve a balance between their working and private lives. Explore some of the collaborative, creative solutions to this timeless challenge that take the pressure off individuals and rely on finely-tuned systems instead. By dividing work into smaller, manageable tasks, using collaborative tools, rethinking relationship models with translators, and managing tailored schedules, e2f translations has seen significant improvements in morale and productivity. Hear how you can, too.

Company 2.5: A Guide to Technologies You Should Already Be Using
Tuesday, 16:00 - 17:30
José Palomares (OpenMints) and Kåre Lindahl (Venga)
New technologies may bring productivity improvements and allow for better results, but they also keep adding complexity to a company's architecture, demanding a constant effort for tool trialing and acquisition on both client's and provider's sides. The purpose of this session is to provide non-commercially-biased recommendations and testimonials about a number of cost-efficient tools currently available in the marketplace, and to describe how companies of any size can incorporate them into their workflow and yet keep their budget healthy. By addressing its translation, PM, terminology, MT, QA and information management needs, these tools will help them to keep up with the modern Company 2.5 requirements.

Gaining Benefits from Machine Translation: Relay #2 - Analysis
Tuesday, 16:00 - 16:40
Moderator: Jörgen Danielsen (Eule Lokalisierung)
In this second relay, we will consider questions of analysis: Is SMT or RBMT better for me? Or do I need a combination? Do I need one solution or can I live with several approaches? Do I need my own MT server? Or am I looking for a hosted solution? Would I rather have my translation provider run this service for me? How do I find the right MT solution for me?

Growing Your Business: Relay #2 - Finding and Reaching Customers
Tuesday, 16:00 - 16:40
Moderator: Joseph Gomes (Viva Translations)
Once you know exactly who you want in your portfolio of customers and what exactly your unique selling proposition is, how are you going to get them to stand up and listen? Where are these customers? How are you going to deliver the message? Where should you focus - inbound or outbound? How are you going to make sure they listen? Why should they listen?

“Simply the Best”: Finding the Top Vendors
Tuesday, 16:50 - 17:30
Janaina Wittner (WhP International SAS), Laurène Ballet (WhP International SAS)
Explore the critical steps of the vendor selection process and learn how to “get the best” from translators in this practical session offering concrete advice on vendor selection and retention. Learn how linguistic quality controls provide benefits to all stakeholder including vendors, localization companies, and end clients. Engage in the discussion as we examine a roadmap to healthy, enduring vendor relationships.

Gaining Benefits from Machine Translation: Relay #3 - Implementation
Tuesday, 16:50 - 17:30
Moderator: Jörgen Danielsen (Eule Lokalisierung)
Finally, we arrive at the issue of implementation. You're equipped with results of your assessment and analysis, now you must consider the following: Proof of concept, preparation of MT engine: training (SMT) or terminology (RBMT), integration (with TM, authoring system, etc.), training of post-editors, and not least of all, maintenance.

Growing Your Business: Relay #3 - Getting the Most out of Customers
Tuesday, 16:00 - 16:40
Moderator: Joseph Gomes (Viva Translations)
Your target customers can hear you, are listening and like what you have to say. Now, how can you get them to maximize their contributions to your objectives? How can you convert leads into customers? What else can they do for you? How can you convert them into champions? How do you make sure you don't lose them?

The Agile Sessions: Lessons Learned
Wednesday, 09:00 - 10:00
Joseph Gomes (Viva Translations) and Jörgen Danielsen (Eule Lokalisierung)
Whether you attended the Agile sessions or not, come hear a summary of the highlights, take-away messages, and lessons learned. The pooled knowledge and experience of the session participants will be distilled and presented for the benefit of all conference attendees.

Publishing, Listening and Dialogue: The Anatomy of Social Media Translation
Wednesday, 09:00 - 10:00
Gene Schriver (Globo)
The web creates a perpetual experience for consumers to share ideas, experiences and common interests. When global brands communicate through social media, they publish, they listen, and they engage in dialogue. Unfortunately, when it comes to localization, these three categories of communication come with different tolerances for speed and quality. From online communities to listening technology, find out how to effectively handle each category of communication through a mix of MT, CAT, human translation, and even branding experts. Hear real case studies and add your voice to a session that will address this nascent, yet high-growth niche of the language industry.

GALA Standards Initiative Working Group Meeting
Wednesday, 09:00 - 11:00
Arle Lommel (GALA), Serge Gladkoff (Logrus)
This session will discuss the GALA Model Service Elements project, which is starting based on feedback from the GALA member community over recent months. This project will work to define standard definitions for common localization-related services and standard business resources (RFPs, contracts, etc.) based on these definitions that can be used to support localization business processes. Join this session to help define these models and ensure that they meet yoru needs.

Mergers and Acquisitions are Not Just for the Big Guys
Wednesday, 10:15 - 11:15
Robert Etches (TextMinded Danmark), Jiri Stejskal (CETRA)
Last year’s M&A session at GALA 2011 started the conversation. This year, the conversation will deepen when two CEOs discuss the particulars of their companies’ recent M&A adventures. What better way to learn than from someone who has just gone through the process and is eager to share know-how and lessons learned? Reflecting on their respective merger (TextMinded) and acquisition (CETRA), Robert and Jiri will discuss the big picture and the details, including the due diligence process, valuation, deal structure, financing, and the challenges of forming a new legal entity.

Turning Queries Into Knowledge
Wednesday, 10:15 - 11:15
Anita Wilson (eurocom), Klaus Fleischmann (Kaleidoscope)
Managing the communication between translators, project managers, clients and in-country reviewers is one of the most crucial and challenging tasks in the translation process. Last year, we started a discussion about the potential of a systematic approach to one essential part of the translation process: query management. This year, we will show how this systematic approach leverages the potential of both query management and in-country review by turning expert knowledge into information and terminology across the client's projects and for all parties involved in the translation process. The benefits: increased quality, a smooth translation workflow and queries turned into knowledge.

Closing Session
Wednesday, 11:45 - 12:30
Join us for farewells and closing comments (and maybe some top-secret announcements!), as well as prize drawings and the awards ceremony for the GALA Film Fest. Be sure to visit exhibit booths throughout the conference to complete your “passport” and become eligible to join the prize drawings.


Conference Information

“GALA 2011 was all about motivation, energy, knowledge sharing and future trends.”  

Marijana Dokic, Proverbum d.o.o.

Last Year at GALA 2011

79%  reported making contacts that may generate new business for them.

88%  said they learned new concepts or strategies that will help them in their business.

97%  reported that they were satisfied or extremely satisfied with the conference.


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