Session Descriptions

An MT Case Study: Breaking into Latin American Markets on a Small Budget

María Azqueta (SeproTec Multilingual Solutions), Diego Bartolomé (tauyou)
The Latin American market is composed of a mix of various Spanish dialects. If a company really wants to reach a specific audience in Latin America, it must use the right dialect. But how is it possible to translate marketing materials into four or five Spanish dialects without dramatically increasing costs? This session will discuss how a joint effort to create an MT engine for translating international Spanish into specific Latin American dialects (Spanish for Argentina, Chile, Columbia, Mexico, and Puerto Rico) made this challenge feasible, economical, and replicable.

Lessons Learned and Best Practices When Localizing Multilingual Agile Cloud-based Products

Quynn Megan Le (Adobe)
Over time, Adobe has moved from a 18-24 month software release cycle with staggered releases for different languages to the more frequent subscription-based model with simultaneous deployment of multilingual cloud-based products such as Adobe Photoshop.com, Revel, and adoberevel.com. Using Agile development and relying on cross-functional teams such as development, localization, quality enhancement, and translation vendors, Adobe has sped up development cycles and improved productivity. This session will explore the localization life cycle using best practices and lessons learned at Adobe and will discuss the importance of having vendor teams understand their role in achieving ambitious release goals.

Business Intelligence Meets Globalization: Collaborative Metrics for the Future

Emre Akkas (Globalme), Loïc Dufresne de Virel (Intel)
Metrics such as cost per word and TM leverage are de rigueur for LSPs attempting to demonstrate their competitive advantage. But can these metrics truly be applied to effectively measure efficiency and productivity across a wide variety of projects, content types, industries, and clients? What baseline measurements are necessary for driving meaningful process improvement? This session will advocate for the collaborative client-vendor approach to business intelligence metrics and will present the accomplishments of one such client-vendor team. Join this discussion about the need for a shared definition of what constitutes a “good performance” and learn how to truly measure success.

Localization 2020: Making Content Reactive, Reflective, and Personal

Paraic Sheridan (CNGL)
The World Wide Web represents a globally unifying force in human communication, and we are closer than ever to the possibility of creating intelligent, personalized experiences for every user. To help move us in the direction of this future reality of transformative user experiences, the Center for Next Generation Localisation (CNGL) is pioneering research in a paradigm called Global Intelligent Content. This session will describe the areas of research – Curation, Translation, Search, Personalization, Interaction and Analytics – and how they impact key content value-chain stakeholders including translators, technology providers, vendors, and corporate customers. The discussion will give insight into how the industry must evolve to survive.

Understanding Localization Standards (and Actually Using Them)

John Watkins (ENLASO Corporation)
The language industry is swimming in a sea of standards, and it is easy to get lost! By understanding the fundamental standards available to us and how to use them, we can work more efficiently and productively. This session will take a practical look at core standards such as TMX, SRX, ITS, and XLIFF. We'll look at these four standards and use a sample project and open-source tools to demonstrate how they can help LSPs meet customer requirements and increase flexibility by eliminating tool dependence and challenges of multiple file formats.

Commercialized Open Source SMT After Seven Years: A User's Perspective

Tom Hoar (Precision Translation Tools Co.)
The Moses statistical machine translation system was first released as an open-source, academic research tool in 2006. Commercial interest in open source SMT grew quickly, largely because the freely licensed, royalty-free Moses technology showed extraordinary promise to fulfill long-standing market demands for automated language translations. This session will take a look at the developments from the intervening years and examine the pros and cons of the various public, private, and custom-built platforms built on the Moses framework.

Red T: Protecting Translators and Interpreters Worldwide

Maya Hess (Red T)
Translators and interpreters are the first line of defense against foreign threats and domestic dangers. They sift through the terrorism chatter on the airwaves to identify critical information and are key to the administration of justice by facilitating equal access. However, T/Is in conflict zones and other high-risk settings are under siege – their actions mistrusted by their communities and by those they serve, their freedom threatened, and their lives imperiled. This session will discuss the advocacy work of Red T and the importance of protecting the most vulnerable members of our profession.

What's Next? Moving at the Speed of Change

Stefan Gentz (TRACOM)
The language business is fundamentally changing before our eyes. We keep adapting, and yet -- five years from now, ten years, and beyond, the sector will continue to face new technological, demographical, and economic challenges. Although constant change is nothing new, the highly accelerated pace at which the landscape is changing requires that localization companies and teams leaders either proactively manage that change, or accept that change will happen to them. This session will discuss why every company needs professional change management as an integral part of business management. It will demonstrate how change management can fit into a management framework and why it's important not to misunderstand change management as crisis management.

Linport: Interoperable Translation/Localization Project Containers (A Progress Report)

Alan Melby (Brigham Young University), Jeremy Coombs (Multiling)
During a typical translation project, more time is spent on managing the project (i.e. handling and converting files, communicating) than on the translation itself. A standard to support interoperability between translation tools by defining universal containers for project and task data would change this, ultimately improving communications and lowering overall translation costs. Until Linport – the Language Interoperability Portfolio Project – there hasn’t been a solution on the horizon. This presentation will discuss the status of the open, vendor-independent format, provide examples of how it is already being used, and highlight what to expect from the Linport project in 2013.

Measuring and Managing Post-editing Productivity Gains at Welocalize

Olga Beregovaya (Welocalize), Alex Yanishevsky (Welocalize)
Welocalize is an “MT engine-agnostic” LSP whose translators must post-edit SMT, RBMT and hybrid engine outputs, depending on client needs. This variability represents a significant challenge, but by developing a set of supply chain education methodologies and managing clients’ and translators’ expectations, Welocalize has seen significant productivity gains. This session will examine the supply chain education methodologies, the feedback loop, and real-world examples to demonstrate how Welocalize is able to improve productivity and allow for predictable scheduling and fair pricing.

How to Create a Lean and Agile Global L10n Team for 59 Markets (in Two Years!)

George Chew (Amway), Rebecca Metcalf (Rubric)
Global direct seller Amway created a lean and agile localization operation team handling requirements for 59 markets in over 62 unique locales – all in two years. This presentation will uncover the strategies and techniques Amway used to achieve this goal while simultaneously cultivating corporate support. Learn how it started with the birth of Amway Localization Center, and hear about partnerships with LSPs as well as the effective organizational structure of Amway’s localization operation team. The session will also address how the company caters to region-specific requirements while keeping global governance and alignments intact.

QTLaunchPad Workshop on Multidimensional Quality Metrics

Stephen Doherty (DCU), Lucia Specia (Univ. of Sheffield), Arle Lommel (DFKI)
Translation Quality Assessment is a central concern to the industry. Formal metrics and standards have helped, but automatic metrics are currently suitable only for research projects. Buyers cannot make meaningful comparisons in the reigning one-size-fits-all approach to quality, or tell if quality levels meet their needs. The EC-funded QTLaunchPad project has developed a unified and
customizable multidimensional framework built around metrics of fluency, accuracy, and end-user adequacy. This workshop will introduce the freely available framework, and provide real-world demonstrations of its use. Participants will be invited to critique and discuss their own quality needs to help further develop the framework and its application. Please see the QTLP Showcase page for more details.

Are You Reaching 75% of the World Population? Why Mobile Matters, and How You Can Benefit

Lori Thicke (Lexcelera, Translators Without Borders)
Where are smartphones outselling computers 4 to 1? In the second biggest mobile market in the world: Africa. In Uganda there are more phones than light bulbs, and throughout the continent more than 50 percent of Internet connections are made via mobiles. Why does this matter to you? Because in places around the globe like Africa, India, and east Asia, mobile phones are the way consumers get their content. This session will discuss why content delivered through mobile devices is a huge business opportunity for the localization industry and will explain what lessons you can learn from the non-profit sector’s work in this market.

Leveraging Language Technology to Build Your Post-Editing Practice

Andy Reid (SDL), Riz Karim (SDL)
With the variety of innovative automation tools available, localization teams are better equipped than ever before to build post-editing expertise and a post-editing practices that enable larger projects and tighter deadlines. This session will discuss how automated translation, combined with translation memory, is creating new business advantages for translators and LSPs. It will also explore the changing dynamics between translation buyers and providers, and how adoption of new ways of leveraging automated translation can prepare both sides for the next generation of localization.

Happy and Hot: New Opportunities to Make it Big in Localization

Andrew Lawless (Dig-IT), Babs Sekel (Agilent Technologies)
Small business is sizzling, especially in the localization industry. Multi-billion dollar companies often prefer to work with small localization vendors. Mobile devices, cloud computing, and virtual business mean that small and medium sized LSPs can now offer the same technology and workflow solutions as the Big 25. This session will describe this trend using true stories and real examples from a 10-billion dollar life-science device manufacturer. It will address the surefire ways in which localization providers both big and small alienate their clients and drive away new prospects, and it will explore what translation buyers really value.

A New Approach to Analyzing and Evaluating Terminologies

Horst Liebscher (text & form)
Managing terminology is key to successful projects and to corporate brands, but it is often daunting to tackle. This session will describe a new framework for evaluating terminology and will explore relevant tools that can help. It will also examine how synergies are achieved when terminology work is performed in the context of computer-aided authoring and text analysis systems as well as rule-based MT systems. Questions to be addressed include: How do I start from scratch? What if I’m sitting on a vast mountain of inherited terminology with unknown origins? What is my existing terminology worth and how do I go about assessing its value?

Turning Knowledge into Business: How SAP Caused a Latin American Marketing Firm to Evolve

Fernando D'Aloia (Latin-data)
This presentation will present the case study of Latin-data, a communication and marketing agency that developed into a specialized LSP after being selected by SAP as the lead provider for translation into Latin American Spanish. Latin-data leveraged its expertise as a communications and marketing agency and chased opportunities, turning knowledge into business. This case study will examine the conditions and decisions that led to the company’s evolution and explore how other companies can find new markets and clients in Latin America.

How to Localize XML Documents: A Workshop on the Do's and Don'ts of XML Localization

Andrzej Zydroń (XTM International)
XML is now ubiquitous in all forms of electronic data that require translation: it has become the de facto dominant form. Its extensible nature can make localization much easier and more efficient than other formats – if you know what you are doing. But decisions made during the design of the XML document structure can have a significant effect on the ease with which the source language text can be localized, as can the way in which the XML content is treated. This workshop will address strategies and pitfalls, and provide detailed information on the do’s and don'ts of XML localization.

Quality: Doing Things Right or Doing the Right Things?

Mohamed Hassan (Arabize)
The client says, “I don’t need a Mercedes… nor a Fiat.” So you answer, “how about an Audi?” Who decides about quality levels? The product owner? The end user? The translation vendor? The tools provider? The market? The competition? This presentation will address such questions and others including: Do QMSs control quality? Do quality standards generate quality products? Quality versus grade – what is the difference? Is quality affected by language maturity? Is it quality assurance or quality control? Join the conversation in this deep dive on matters of quality.

Applying ITS 2.0 to Online MT Systems in HTML5

Pedro Luis Díez-Orzas (Linguaserve I.S. S.A.), Arle Lommel (DFKI), Daniel Grasmick (Lucy Software and Services), Pablo Badía Mas (Linguaserve I.S. S.A.)
The Internationalization Tag Set 2.0 (ITS 2.0) is designed to foster the creation of multilingual Web content, focusing on HTML5, XML-based formats in general, and to leverage localization workflows based on the XML Localization Interchange File Format (XLIFF). This session will examine recent improvements to ITS 2.0 and how these changes will impact the language sector. Panelists will present specific use cases to demonstrate the application of ITS 2.0, demonstrating the effects on both the machine and human sides of a project. Participants will be encouraged to provide feedback on this standard, which is currently in the "last call" phase.

The Hidden Dynamics for Success in Latin America

Neal Goodman (Global Dynamics Inc.)
Far too many companies have failed in their attempts to build profitable relationships with Latin American partners. Why? A lack of cultural understanding between source and target countries. This session will identify the leading causes of business failures and will share practical, concrete strategies that can improve your odds of developing successful, long-term relationships with Latin American partners. It will address the "do's" and "taboos" of business practices, negotiations, communication, and more. You may be surprised to find out what you are doing wrong, and how easy it can be to do it right!

Transcreation: Building a Global Brand

Meritxell Guitart (Hogarth Worldwide Ltd.), Miguel Martinez (Hogarth Worldwide Ltd.)
This session will examine the merits of transcreation in interpreting and delivering a brand message appropriately and consistently for local markets and cultures. Using case studies from client projects, the presentation will describe Hogarth’s transcreation process and analyze what it takes to successfully manage global brands and meet business objectives. The presenter will also explore how transcreation interfaces with translation.

Spotlight on Africa: Business Opportunities in the World’s Fastest Growing Markets

Reinhard Schäler (Loclisation Research Centre), Tunde Adegbola (African Languages Technology Initiative), Dwayne Bailey (Translate House)
With literally hundreds of languages and rapidly developing commerce, infrastructure and social services, the African continent represents untold opportunities for language service providers seeking new markets. In this session, leading experts from Ethiopia, Nigeria and South Africa will share their knowledge on opportunities for language service providers in the world’s fastest growing African markets. They will report on their work and that of their colleagues in different regions, providing insight into the enormous scale and diversity of language-related activities in Africa.

Invasion of the Client Snatchers

Terena Bell (In Every Language), Andrew Lawless (Dig-IT), Aki Ito (LocalizationGuy), Kathleen Diamond (Localization Consultant)
Buyer-side and vendor-side: those are the two sides to our industry, right? What if there were a third side? Enter the rise of the localization consultant. While consultants themselves have been around for a long time, our maturing industry has made them more prominent in the world of translation and localization. Modern day consultants advise clients on how to pick LSPs, CMS, TMS, and more, giving their own recommendations based on industry knowledge. So which side are they on? How does this growing "side" affect buyer-vendor relations? Who wins and is there anyone who loses?

Survive and Thrive with Multiple Deliverables: How Project Output to Mobile and Tablets via HTML5 Can Grow Your Business

Maxwell Hoffmann (Adobe)
With the proliferation of tablets and mobile devices, more customers are demanding that projects be output to at least half a dozen devices, as well as PDF and traditional HTML. What’s an LSP to do when delivery obligations seem overwhelming? This presentation will guide you through the key components and benefits of HTML5 on a non-technical level, presenting optimized workflows and best practices. By the end, you’ll be equipped to communicate the benefits of HTML5 multiscreen to your customers and share your own “thought leader” expertise in how to best shape content for a smaller screen. Don’t be frightened, be inspired! We are at a technology tipping point that is especially attractive for smaller Language Service Providers who wish to provide specialized services to attract and retain new clients.

The Quality-Price Conundrum

Don DePalma (Common Sense Advisory)
Language service providers frequently tout their main differentiator as quality. And buyers insist that quality is more important than price, yet word rates continue to fall. Confused? It's hard not to be. Exactly what is the relationship between translation cost and quality? Common Sense Advisory's research has established that buyers and suppliers do not always define or perceive translation quality on the same terms. They have also found that traditional production models are morphing, with fewer quality passes included in standard rates. This presentation will share research on whether paying more or less for translation affects linguistic quality. This session will not be recorded.

Trends, Customization, and Compliance for the Chinese Marketplace

S. Mitchell Donaldson (Interpro Translation Solutions)
Almond Roca is a hit while Home Depot fails; using the adjective “royal” on billboard advertising carries a hefty fine; and marketing events are all the rage. Penetrating the Chinese market can seem daunting, but opportunity awaits for companies equipped with the right knowledge. This presentation will focus on communication trends, cultural relevance, and localization compliance in China. Participants will learn how to provide content that appeals to the modern Chinese consumer and learn which pitfalls to avoid when entering this market.

Tools of the Trade: Making Vendor Management an Asset, not a Liability

Cecilia Irós (suma)
With greater dependency on external providers due to factors such as outsourcing, off-shoring, and cloud computing, vendor relationships have become more complex in recent years. Vendor management can be one of your company’s strengths, or if done poorly, a weakness. Having the right processes and the necessary tools will guarantee that your vendor management is an asset, not a liability. This presentation will explain how to build, maintain, and use a supporting “toolbox” for all vendor management-related activities such as recruiting, evaluating, performance tracking, and training.

Client Education: Your Weapon Against Commoditization

Christopher Carter (aLanguageBank)
Industry professionals often talk about client education but seldom talk about what is at stake. If we are to convince the buy-side that translation is valuable, variable, and not a commodity, then we need to educate them. Failure to deal with false assumptions, misunderstandings, misinformation, and deceptive marketing have real consequences with negative impacts. This session will help LSPs discern the who, what, why, how, where and when of client education and emphasize how collaboration on this issue can ultimately lead to individual competitive advantage.

Spanish Search Engine Optimization and Online Marketing for the Hispanic Market

Gustavo Lucardi (Trusted Translations), Richard Estevez (Trusted Translations)
The Hispanic Market is one of the largest minority segments in the United States with proven purchasing power and online presence. This session will explore the nuances of reaching and communicating with the U.S. Hispanic community online. It will examine language-based and geography-based SEO strategies and consider the merits and consequences of each approach. The presentation will also address best practices for on-site and off-site SEO and will demonstrate how to integrate your Spanish SEO strategy with pay-per-click campaigns, Search Engine Marketing, Social Media Optimization, and your existing overall marketing strategy.

 

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