Localization World Bonn
By: Donna Parrish (Localization World)
28 June 2005
A “headliner” keynote panel kicks off the conference with a discussion of the state of localization today between Jim Fagan, Bowne; Bernhard Kohlmeier, Microsoft; Mark Lancaster, SDL; Heinz Lueken, SAP; and Michael O'Callaghan, Oracle. These key buyers and sellers of localization will weigh in with their opinions on where we are and where we might be headed.
The second day’s keynote speaker is Professor David Arnold, whose topic is “Global Power Brands' and Marketing Economies of Scale: Fact or Fiction?” Author of The Mirage of Global Markets, Dr. Arnold will propose that future markets will be dominated by global ‘power brands’ having the scale and marketing support to out-gun local rivals, in terms of both consumer equity and distribution presence. He will question the global power brand strategy and offer qualified hope for well-managed smaller brands.
The conference will be organized with three concurrent tracks of sessions: Perspectives, Point/Counterpoint and Praxis. The conference theme: “Double the Language Challenge” is echoed throughout the program as different presenters and panelists discuss the effects of a larger European Union and — let’s face it: a smaller world.
Sessions addressing the interests of particular industries include marketing communications, automotive, medical and software. Central and Eastern European interests are also emphasized.
The preconference day features specialized workshops such as translation automation, medical localization, .NET localization, and marcom.
GALA has a strong presence at the conference, offering a pre-conference roundtable and interesting vendor-only sessions during the conference.
As with all Localization World conferences, care is given to provide ample time and space for networking. In addition to the Rhine River dinner cruise, there is an opening reception at the Old City Hall and plenty of time during the days to meet and mingle.