Main Content
Chicago 2001
The Globalization of Clicks and Mortar
Being Global before Going Global
Drake Hotel, Chicago, IL USA
August 29-31 2001
The LISA Forum examines the transition from traditional means of business interchange to the realities of delivering world-ready products and services in spite of budget cuts and reorganizations. Learn how to increase profitability, cost-effectively manage outsourcing, and automate web operations.
LISA Introductory Session for New Members and First-time Attendees at Forum
Renato Beninatto - Vice President, Alpnet
Michael Anobile - Managing Director, LISA
This session is designed to familiarize attendees with the LISA organization: its goals, management structure and operating objectives. The association’s activities, members’ involvement and expectations will be outlined, followed by a question and answer period aimed at identifying how the LISA can be more responsive to the industry’s needs.
The vTraction Agribusiness Portal
Ejnar Knudsen – Chief Strategy Officer, vTraction/Rabobank
The vTraction.com portal is an eCommerce initiative of Rabobank, a bank for the food and agriculture industry. Mr. Knudsen explains how globalization and e-business impacts the food supply chain and the roles that partner companies, investment and service localization play in this important initiative.
The Rabobank and its vTraction project is a great dichotomy. The business model under pinning the Agribusiness is the most traditional of markets, and “e” is the latest flavor of communications. Mr. Knudsen shows how the vTraction portal has structured its operations to optimize technology, business readiness and global reach.
Mr. Knudsen and Rabobank’s mission has been to bring the Agriculture industry into cyberspace. Many agribusiness dot coms jumped into the race early, and have seen been leaving. Then Rabobank came into the picture to pick up the pieces. Was it strategy or opportunity that lead Rabobank wait until the dust clear? Learn more about their strategy and business model in this session.
Tracking the Automotive Industry Localization Process, Technology and e-Business
Moderator: Lionel Mellet – Industry Consultant
Panelists:
Lisa Stobierski – Customer Advocacy Strategy Manager, Ford Motor Company
Dennis McCury – Integration Manager, DaimlerChrysler Corporation
Don Sirena – Language Translation Manager, General Motors
Andrew Tweddle – President, Tweddle Litho Co.
A highly interactive session exploring the automotive industry’s global outlook: a high-level perspective of its international business potential in line with the challenges that cultural adaptation, e-Support, documentation, national competition, along with back-office/administrative procedures, distribution and logistics pose). Panelists will present their views regarding enterprise issues such as Process, Technology and Web/e-Business in terms of how these affect the industry as well as their individual companies.
Process concerns will address how to improve internal and third-party/outsourcing partners, coordination of back-office functions as well as other critical enterprise tasks relating to product development, documentation and country regulatory requirements. Technology issues will cover the industry’s deployment of MT, TM and other language processing tools particularly with respect to business application areas like customer/distributor support, market education, corporate communications, etc. Web/eBusiness issues will address the industry’s readiness, and the practical applications of using the internet to streamline business operations, increase revenues and reduce costs.
Case Study: International Business: It’s more than just protecting IP
Bill Merchantz - President and CEO, LakeView Technologies
James Stetson – Partner, Baker & McKenzie
Lakeview Technologies is a mid-market company that sells AS400 redundancy software. It has a global distribution network in over 20 countries, and derives over half of its revenue from international sales. This case study will explore the process in which Lakeview developed a Distribution Agreement to handle independent third party distributors in local jurisdictions. This session will also take a look at Lakeview’s acquisition of a Belgium software company, which resulted in their achieving a foothold in Europe.
Case Study: CRM on the Web
Tom Bucciero - Manager, Software Development CCBU Engineering, Cisco Systems Inc.
Lauren Barrett – Senior Project Manager, Basis Technology Corporation
The Cisco eMail Manager (CeM) is a Web-based CRM tool for handling large volumes of customer interaction email. The case study will show how Cisco defined and delivered a multilingual release of CeM. In the first release, one CeM deployment can support multiple customer service agents – each operating within their own language. In the next release, they will integrate their technology for Unicode-enablement to offer more languages within CeM, and to handle language identification that will offer email routing based on the language of the incoming email.
Building Global Applications
Moderator: Lionel Mellet – Industry Consultant
Panelists:
Michael Hanna – Chairman & CEO, InterPro Global Partners
Leonid Glazytchev – General Manager, Logrus International Corporation
Bob Lytle – Chief Technical Officer, Centrifusion
The panel will outline the best practices and strategies for laying the groundwork for building a successful global application using their own case studies and solutions. This includes an intimate look at the complexities of the process including: building global exchanges, getting buy-in from local and remote colleagues, working with third parties, defining tasks and expectations, involving vendors with company interactions, and creating an overall cooperation between clients and partners.
Multilingual Information Management for the Automotive Industry
Felix Ried – Marketing GRIPS, STAR Group
EvoBus (DaimlerChrysler) implemented a modular Content Management System based on the GRIPS Technology, a concept that supports the entire procedure of information processing all the way from editing to publication. The case study will focus on how GRIPS organized EvoBus’ structure of information in a comprehensive matrix and smaller information-oriented structures that allowed automated publication in various medias: CD-ROM, paper, online (Web), WAP, etc, with appropriate layout in respect to user and content-orientation.
Going Global Means Going Well Beyond the Internet
Mads Toubro – Global Web Selling and e-Commerce Executive for the Sell & Support Category, IBM Global Services
The World Wide Web is a key driver for increased international commerce. However, just because the Internet has a global presence, it doesn’t automatically transform a business into a global merchant simply by having a corporate website. Many companies today - small and large - are using the Internet as a strategic and practical way to increase their reach. Mads Toubro will discuss this market trend and the challenges, as well as the direction it is likely to take.
Entering new markets is much like starting the business over again, with implications far beyond technology. This session will examine the key requirements for success as a Global merchant in terms of content, processes, and technology. Mads Toubro will present lessons learned, best practices, and real experiences in creating shared business and technical infrastructures for localization and internationalization.
ALSTOM’s Energy, Management and Markets Business
Gayle Wooster – Director of Marketing Communications, ESCA ALSTOM
Learn how ALSTOM EMM focused on achieving greater visibility and more business throughout the world, by making the localization of their marketing collateral a strategic initiative. According to Gayle Wooster, “It had become clear that as part of ALSTOM’s global economy, we needed to get with the program and ‘go global’ as well. We decided the best way to globalization of our communications was localization.”
ALSTOM ESCA Corporation based in Bellevue, WA merged with its sibling company ALSTOM ERED, based in Bellevue France. The new name of the business under ALSTOM is now called ALSTOM’s Energy Management & Markets (EMM) Business. Because of this merging, all marketing and communications functions are now centralized at the EMM North American headquarters.
The Content Dilemma – Optimizing Content Management for the Global Enterprise
Claudio Pinkus – President, Jeeves Solutions – An Ask Jeeves Company
Online information management is essential to harnessing the power of the Internet. We all know this. Success lies in understanding how to develop content to grow your business and manage your customers efficiently. We also know this. Managing content on a global scale involves managing information aimed at different cultures, regions, organizations, personnel, clients and new business contacts in multiple languages. It’s complex – but achievable. We know this too, right?
So how do you build content? Who in your organization is best suited to this task? How do you decide what is important to your business? Your clients? Your marcoms department? Your legal group? Your prospects? And, how do you measure success? Worldwide.
Ask Jeeves is humanizing the online experience by making it easy to find the most relevant information, products and services worldwide. Their customer base is very broad, serving both individuals and corporate clients. Claudio Pinkus will focus on the crucial aspects of optimizing content for the global enterprise: understanding business locales, delivering products and services, and making content decisions.
Lands’ End International – The Challenge of Going Global
Sam Taylor – Vice President, International – Lands’End, Inc.
This case study will explore Lands’ End best practice example of how to globalize companies by tailoring products, processes, and services for success in international markets, and will also feature their Japanese and German eBusiness operations success. Sam Taylor will identify the key elements that enabled Lands’ End to migrate resources to web-driven services for internal and external (eg, eCare; end-to-end distribution; branding; etc.) international sales support.
Covered in this session will be the scope of Lands’ End internationalization, localization, and translation activities including their organizational structure such as human resources, skill sets, and locations; basic production methodology; annual budget for localization and translation projects (cost parameters and ranges); types of products and languages covered; growth areas (markets/products/languages); types of tools used; internationalization, localization and translation strategy in terms of time-to-market, quality and costs; and the production challenges and solutions.
Clients’ Panel: The Partnership Myth
Moderator: Denise Spacinsky – Globalization Strategies – Hewlett-Packard
Panelists:
Patrick Powell – Localization Manager, I2 Technologies
Janet Webberley - Global Customer Service Manager, GKLS Xerox
Wendy Watson – Alliances & Partnerships, Sabre Inc.
Paul Borelli - Senior Manager, Information Development, Dell Corporation
The panel will discuss where the localization business is heading, and how the client-vendor relationship has changed in the past 2 years. It will also address establishing on expectations with outsourcing partners and answer the partnership myth by defining client-vendor accountabilities. How should clients “value” their service partners? What is a “fair” price for certain services? Learn how to “make more with less” without compromising your partner!
SME’s Panel
Hans Fenstermacher – President, Architext Inc.
Renee Sztabelski – President & CEO, Hitext S.A.
The LISA SME Network (LSN) was formed in 2000 to meet the needs and represent the interests of LISA’s small and medium-sized GIL companies. What led to the formation of LSN? What are its objectives? What has it accomplished so far? This plenary presentation will answer these questions and others for the broader LISA membership. LSN has created a discussion and project platform where participants can exchange information, with a critical eye, about all aspects of business – which will lead to new and better solutions. The panel will also discuss the global benefits of LSN for the LISA members (vendors, customers and CAT tools vendors) and for the industry as a whole.
Case Study: Online Translation Support and Knowledge Management
Mirko Plitt – Process Analyst, Autodesk
Jonathan Sage – Director of Knowledge Management, EMEA, PricewaterhouseCoopers
Dimitris Sabatakakis – Chairman & CEO, SYSTRAN
Autodesk, has over 4 million design-professional customers located in over 150 countries, out of which half are non-native English speakers. Responding to the growing demand for online multilingual content coupled by challenges faced by its customers, Autodesk used Systran’s technology to implemented an online multilingual translation service for its customer support website. Autodesk’s technical support documents are translated from English into French, Italian, German, and Spanish – in total covering 21 products with more languages to come.
The case study will also focus on how PricewaterhouseCoopers has implemented a strategic language program within global knowledge management also using Systran’s technology. It will discuss how different localization methods have been integrated to facilitate the program, including the human translator community, Translation Memory, Machine Translation, XML, and Content Management.
Managing Quality Translations
Rick Woyde – President & CEO, Detroit Translation Bureau
One of the larger challenges multinational companies face is managing their growing translation needs. Often overlooked, managing translation quality is a complex challenge. Most companies have yet to develop successful processes and procedures for managing translation quality. Many of the obstacles to developing translation management strategies include: determining how to measure translation quality, measuring value in line with quality, managing in-country reviews, integrating translation technologies into your workflow, the number of languages, and managing vendors.
The purpose of this presentation is to create awareness of some of the successful strategies that can be used to help companies produce high-quality translations. In addition this presentation will discuss the different technologies available, their appropriateness and their successful application.
XLIFF – The SML Localization Interchange File Format
Yves Savourel – Localization Solution Architect, RWS Group
XLIFF is an XML application designed to store extracted localizable data that can be easily integrated in the localization process. It has been developed in collaboration by several localization customers and providers (Novell, Oracle, Lotus/IBM, Sun Microsystem, Berlitz, Moravia-IT, and RWS) and released to the public recently. This session will include: an overview of the format and its various features: pre-translated text, change and version tracking, binary data encapsulation, skeleton file, etc; a demonstration of the creation of XLIFF documents from different source formats (for example: Java Properties files, HTML files, XML documents, etc.); and a demonstration on how to translate the XLIFF documents with different commercial or freeware XML-enabled translation tools.
STAR Translation Workflow Server – Automating Localization Workflow
Matthias Zeitler – Executive Product Manager, STAR Deutschland GmbH
Shorter production cycles and increasing cost pressure demand the automation of translation processes. STAR has developed a powerful set of technologies that automate the translation workflow. This session will give an overview of challenges in the translation process, the distribution of project management with Transit, as well as highlights of the automation opportunities for a generic translation project and a demonstration of customer-specific workflow solutions.
Guiding You to the Pathway of Multilingual Success
Steve Westover - Translation Technology Program Manager, SDL International Ltd.
SDLWebFlow is an integrated and scalable multilingual content management solution. Its workflow system detects changes to content, manages content translation, review and approval, and publishes to the appropriate local language site. SDLWebFlow’s translation technology includes translation memory and real-time translation, for client usability.
Shanghai Kingstar Media Co. (eKingstar)
Whitney Zhao - Marketing Manager, Shanghai Kingstar Media
Ekingstar’s main focus is on globalization of software and localization of web pages. They have developed and globalized of about fifty software and multi-media programs, and the original source code includes C/C++, HTML, FLASH, DIRECTOR, AUTHORWARE and VISUAL BASIC. They provide the localization of three specific fields, including JAVA, Linux and Security.
Client Satisfaction in Localization Business
Sedef Olcer – Managing Director, Global Languages & Cultures
The panel will discuss where the localization business is heading, and how the client-vendor relationship has changed in the past 2 years. It will also address establishing on expectations with outsourcing partners and answer the partnership myth by defining client-vendor accountabilities. How should clients “value” their service partners? What is a “fair” price for certain services? Learn how to “make more with less” without compromising your partner!
