Main Content
London 2003
Managing Content - Moving Markets
Streamlining Global Workflow Through Content Management
Radisson Edwardian Heathrow, London, U.K.
30 June – 3 July 2003
Global Content Management is today’s number one international business challenge. Content Chaos is costing many companies their profit margins, while successful global companies (from automotive and banking sectors to high tech software) are looking for - and finding - ways to streamline their company’s content production process to provide a market-by-market ROI. Global workflow is fundamental in achieving faster delivery and turn around time for all types of content – from print to web – and in multiple languages.
The 2003 LISA Forum Europe will focus on how companies are leveraging their existing knowledgebase of cultural, product, customer, and financial information, already gained from their existing operations, to explore new business opportunities and facilitate market expansion. Enterprise-wide, comprehensive Global Content Management Planning and Implementation programs are the key to profitable international product development and deployment strategies.
Managing Global Content in Real Time! How to Run High Impact Multilingual News Websites
Myra Hunt - Acting Head, BBC World Service New Media
The days of hand crafted bespoke websites are long since gone. For the last five years the BBC World Service has been developing multilingual content management systems (CMS) to run and support their “always on” news sites. These are high traffic sites - with a rapid churn of content, which must be available all the time to news hungry users. BBC World services has developed systems in house, using open source standards and are now reaping the benefits. Their CMSs enables them to produce and distribute images, text and audio as efficiently as possible maximizing their reach and ROI. This presentation will chart their journey: What worked, what didn’t, who they needed and when. It will demonstrate how with the right concepts and planning, early investment in CMSs reaps rewards for content churning sites.
The Business Case for Global Content Management
Ted Speroni - Director, General Manager hp.com EMEA, Hewlett-Packard Company
In the session, you will get insights about the key triggers for Hewlett-Packard to start with the implementation of a provisionary infrastructure about 2 years ago as a key enabler for the Partner e-Business Program. It covers a reflection, why content is a basic, fundamental requirement in HP’s overall eBusiness program as an important company asset as well as a key business driver. The audience will be taken on a journey that describes the evolution of the infrastructure until today’s situation where EasyContent provides product information not only to external partners but to various ‘internal’ publishers like HP’s business store or the ‘products and services section’ within hp.com. Lessons learned during the deployment will be shared with the audience to generate sensitivity for potential traps. The journey will end with a brief introduction of today’s version of EasyContent. Finally, the session will provide an outlook about HP’s future direction in regards to the content provisioning strategy and will be closed with a Q&A session.
eBusiness on Demand and The Localization Industry
Dr. Brian O’Donovan - Senior Development Manager, IBM Dublin Software Lab
This presentation will describe the arrival of the On Demand era. It will first look at the differences between the e-Business era and the On Demand era. It will then examine the implications for how companies need to change in order to ensure continued survival in the On Demand era. In particular it will look at the impact and likely changes for providers of Globalization Internationalization and Translation (GILT) services.
CASE STUDY: The Road to Reuse: From Promise to Problems to Profits
Peter Wilms van Kersbergen - Business Improvement Manager, Medtronic
This session presents the underlying business and market requirements that convinced Medtronic to move to a single-source, database-publishing system that supports authoring, translating and automated composition as an integrated set of processes and tools. After considerable analysis and globalization consultancy, Medtronic opted to develop MAPS: an internal solution with the flexibility to automatically compose and translate varying “reuse levels” in 10 languages. The project’s goals were to shorten cycle times, lower costs, and improve the quality of deliverables worldwide. Peter shares the business rationale that led Medtronic to invest in creating their own proprietary global content management system. He addresses the development costs, timelines, milestones and the progress made in terms of an ROI.
OPERATIONS REVIEW: Canon Research Centre Europe’s Localization Services
Jonathan Bowring - General Manager, Canon Localization Services
An operational overview of an internal localization group which has been set up to function as a self-funding service provider, as well as a look at the rationale, business benefits and ongoing challenges involved in running the operation.
How to Leverage the Value of Testing Services in Your Organization
Matta Saikali - Chief Testing Consultant, i18N Inc.
Testing is gaining momentum in the localization industry and you could be left behind. Leverage your localization expertise and establish a profitable testing service. Tap into unused potential in your organization. Learn more about testing services, how to proceed, and the types of testing you can offer in the near future. Discuss testing service offerings with industry experts.
Globalization of Voice Applications: Issues, Approaches, and Challenges for the Future
Ashish Vora - Senior Speech Applications Engineer, Oracle Corporation
This workgroup session will be interactive yet more technically oriented to cover three main areas: Primer on voice technologies, specifically vis-a-vis output and input; Existing internationalization practices and their shortcomings for voice applications; How Oracle is addressing these shortcomings; and Voice globalization Requirements on the localization process - How can we improve process and quality around localization?
Globalizing Enterprise Content: A Reference Model and Applicable Standards
Pierre Cadieux - President and Founder, i18N Inc.
The global enterprise must produce a large volume of content (manuals, brochures, service notes, Web pages, etc.) in many languages. The cost is enormous and finding better ways to manage multilingual content is becoming a C-level priority. Globalization Management Systems (GMS) are complex systems designed for just this purpose, namely to help manage the localization process as well as the enterprise’s linguistic assets. A model of GMS systems will be presented to illustrate the various steps, components and issues involved. Using the model as reference, we will see what standards exist, which ones are required, and why they are important.
Building a Corporate Globalization Program - From Grass-Roots to Enterprise
Daniel Kuperstein - Globalization Director, EMC Corporation
Chris Hedley - Manager, Globalization Program Office, EMC Corporation
Peter Wilms van Kersbergen - Business Improvement Manager, Medtronic
Alison Toon - Translation and Localization Manager, Hewlett Packard
You know your content and offerings needs to be as global as your business. How do you get started building a globalization program and infrastructure? And how do you convince decision-makers that your content comes in black ink, not red? Learn from a panel of experienced globalization practioners on the most critical steps to success in building support and a business case that proves globalization’s positive impact on your business’s bottom-line.
Designing for Localization: Content Solutions in Practice
Kate Alvarez - Director of User Experience Design, Sapient Corp.
The task was to concept, design and build in less than one year a multilingual travel portal for a consortium of Europe’s nine leading airlines which would position itself as a leader in the European travel market in over 15 countries. Sapient succeeded. Focusing on this case study from the travel industry, the session will discuss the research and content design solutions developed by Sapient’s integrated research, design and technology teams. This session looks at the final User Experience designs, and describe the stages of its development: from user research techniques and user behaviour findings across borders, to the development of a universal travel ‘experience model’, to the design of a detailed user interface that could support users in every step of the travel process - from exploring, to planning to booking. This session will look at how Sapient developed a global and local content strategy, business rules, and a stable taxonomy that could support information on 125 countries from multiple travel guide brands in multiple languages, using centralised and localised editorial teams. The session will consider both the strengths and weaknesses of the solution, solid principles that can be reused as well as considering the implications of such a methodology for subject matter areas beyond the travel market.
Bidi, the Puzzling Four Letter Word - Challenges and Market Opportunities
Israel Gidali - Globalization Manager GCoC - Complex Text Languages,
Ahmed Talaat, Globalization Development Manager, GCoC - BiDi, IBM
More than twelve hundred million people in the world speak languages that use, to different extents, bidirectional scripts. The Globalization managers of two sister IBM Globalization centers in the Middle East, Israel Ervin Gidali from IBM Israel and Ahmed Talaat Abdel Khalek from IBM Egypt, team up to present in a nutshell the peculiarities of the bidirectional scripts (colloquially called - Bidi), the challenges associated with their use, and the exciting IT Market opportunities in the Arabic world and in Israel.
Multilingual Content Processing Introduction
Matthias Heyn - VP Business Consulting Europe, Trados Corporation
This session is an opening to the Best Practice Plenary, which begins at 11:00. Mr. Heyn will give a Multilingual Content Processing overview of “productivity technology” resulting from customer consultations representing various markets and company sizes. This session will addresses the customers’ “readiness to implement” in terms of User Profiles; Technology, and; Processes.
Multilingual Content Processing Plenary
Monika Rothlisberger-Kaser - Language Technologies Manager, CLS Corporate Language Services
Pricing a Machine Translation Service
Pricing MT services is a challenging task as clients have generally become very cost-sensitive. Moreover, they mostly do not have any budgeting experience with such services, and MT is thus a new cost they need to be able to justify. As CLS Corporate Language Services is targeting corporate clients, contracts typically involve large numbers of potential users. How many of them really are going to use the service and how often they will use it, remains speculative at the time the contract is signed. The presentation will briefly sketch out some of the pricing models possible, highlighting advantages and disadvantages of each one.
Matthias Heyn - VP Business Consulting Europe, Trados Corporation
Multilingual Content Life-Cycle: Collaborative Translation Production Technology
Multilinguality is a major challenge for any solution that models the content life cycle: With every target market requiring translation, the volumes, costs and complexity of the process multiplies. The foremost measure to control cost, time and complexity is to introduce “re-use” and process automation into the solution. This presentation will outline the differences as well as the overlap that comes from the traditionally “monolingual” CMS technology and the multilingual translation production technology and will show how an integration and the introduction of collaborative translation production environments best addresses the multilingual challenge.
Adriane Rinsche - Managing Director, Language Technology Center
Translation Technology in Multilingual Helpdesk Applications
Software publishers aiming to sell their software abroad face major costs and organisational challenges in addition to software localization: they need to install helpdesks for users speaking a variety of languages in multiple countries. The presentation will point out how multilingual helpdesk requirements can be solved via a web based solution combining translation memory and machine translation technology in an automated workflow environment, including optional human post-editing facilities. This enables centralised, web-based support and does away with the need to install support centres in each country or hiring multilingual support staff.
Dr. Frank Beckmann - Director of Linguists, GlobalWare AG
MT Portal Applications
Machine Translation has to cope with a number of crucial difficulties. Among these problems, two of the most prominent are: Quality of translation: Due to the fact that language use is “infinite,” high-quality translation systems must be able to cope with creative use of language. This is possible only by mastering the grammatical rule systems underlying the languages in question; and Broad coverage of language pairs: One aspect of “linguistic quality” is based on the ability of a given system to cover a wide range of target and source languages.
Taking both above-mentioned criteria into account, it turns out that “standard solutions” to MT-problems are necessarily insufficient. It is necessary to offer a broad range of translation and language processing technologies to potential users. Furthermore, it is absolutely necessary to define exactly what “linguistic quality” of a given translation really means. This also marks a crucial point with respect to the acceptance a given system can reach in a real-world market situation.
This session will present the idea of a “portal solution” to the topics mentioned above (MARO), combined with some perspectives on the automatic processing of human language in different modes of communication (written vs. spoken language processing, etc.). The discussion will also include the topic of statistical vs. rule-based approaches to language processing and an evaluation of terminological aspects.
SME Focus Group: “Is the Localization Industry Consolidating or Simply Re-Sizing?”
Kim Harris - Managing Director, text & form Software-Lokalisierung
Historical business data and current trends of localization service providers will be used to illustrate industry consolidation over the past five years. This consolidation combined with the business trends of smaller SPs and the economic climate may offer insight into the restructuring efforts of SMEs and the move by clients to other solutions.
CASE STUDY: Localization Workflow Integrating Language Technologies
Lou Cremers - Manager Translation Services, Oce Technologies Translation Services
This session will include a description of the localization activities within Oce Technologies, enabling automated translation for multiple document formats from various sources such as: service and user documentation, web content, eLearning, software, etc. It will also outline the centralised documentation approach of the Oce’ International Training Centre and its associated doc centers elsewhere, as well as outline developments introduced during the past 6 years: MT, TM, CE and an XML CMS. The presentation will show the automated workflow system from electronic translation request, filtering and conversion to standardised document formats, automated generation of project memories per language supplemented by MT to project cost calculation. The session will also cover the budget for GILT per documentation source and present some information on ROI of in-house automation versus completely outsourced translation. Also covered: commercial and in-house tools for WorkFlow, TM, term extraction, MT and CMS; GILT strategy: considering cost reduction, time-to-market, quality improvement, control increasing volume; production challenges such as document formats and terminology; Industry trends like XML CMS (reuse for various publications, Controlled Languages and Machine Translation.
Translating XML Based Documents
Andrzej Zydron - Director, XML Intl Ltd.
This session will cover the basics of xml:tm. xml:tm is an XML namespace based technology designed to reduce the costs of translating XML based documents. The xml:tm namespace is seeded into the XML document at the beginning of the document life cycle. It maintains a unique identifier for every segment of text in the document, which permits the perfect alignment of any translation. When updates to the document are processed by xml:tm, previously translated segments are recognized and perfectly matched by their unique identifier. These text segments require no intervention from the translator who only has to focus on any new or changed text. Traditional translation memory systems work on the basis of leveraged matching - the exact source of the text is not identified so each match has to be verified by a translator - an expensive process. Xml:tm exploits the mechanisms that are inherent within XML to provide a better solution to maintaining and translating XML based documents.
CASE STUDY: Whirlpool Europe
Pierangela Bossi - Manager, Literature Development, Whirlpool Europe
Diana Ballard - Director, Logos Group UK
Whirlpool Europe implemented a 5 year plan in conjunction with its strategic partner, Logos Group to re-engineer the entire process for the management, co-ordination, origination, translation, publishing and printing of “Instruction for Use” publications deployed to compliment their entire product range. A highly traditional craft and approach to documentation was reinvented using web-based technology and centralized data management solutions. The benefits of streamlining the entire process were demonstrable in promoting customer satisfaction, reducing timescales for production, increasing economies of scale, improving communication/data flow and decreasing all associated costs. As a critical component, user information was transformed from liability to asset adding true value to the Whirlpool brand.
Building Project-specific L10n solutions
Yves Savourel - Localization Solutions Architect, RWS Group
The session will explore some of the ways to integrate the various tools and processes of different parties (e.g. localization customers, tools vendors, localization providers utilities) into a coherent and efficient solution for a given set of problems. The presentation will be illustrated by several concrete examples, mixing commercial tools, proprietary utilities, and other components of the localization process.
Content Localization: Measuring Best Practice with the EEEL Model
Chair: CathyAnn Swindlehurst - Globalization Consultant, Cygnet International, Inc. and Venturi Partners
Rose Lockwood - Director of Research, Bowne Global Solutions
Jonathan Sage - Project Director, eContent Localization, IBM Business Consulting Services
EEEL is a European project set up to establish baselines for “Excellence in European eContent Localization”. In this session, members of the EEEL consortium will present a model of good practice, and demonstrate a proposed methodology for benchmarking Best Practice in the localization of Web content. Following the Sessions, the chairperson will facilitate audience feedback, and invite contributions to the idea of establishing industry standards for content localization.
