Main Content
Washington 2002
The LISA Global Strategies Summit USA
Leveraging Content in Global Business
Enterprise Content Management and the Localization ROI
Washington D.C., USA
13-15 March 2002
As Global economies are coping with the effects of the US recession, companies worldwide are seeking ways to do more with less. The ability to repurpose information and optimize its use both reduces costs and increases ROI. Effective knowledge management is critical to a successful global business strategy.
Enterprise Content Management (ECM) systems offer a solution. ECM allows information from a single source to be reused across various channels such as the Internet, CD-ROMs, online help, and printed documentation. ECM systems have the potential to cut costs by upwards of 80%, while improving quality and consistency and cutting time to market. It is exactly this sort of ROI that companies are looking for in today's highly competitive market.
Most ECM systems, however, were not designed with localization as a primary objective and implementing these complex systems in conjunction with localization tools and workflows to create knowledge deployment in multiple languages is no easy task. The LISA Global Strategies Summit offers a unique opportunity for executives to learn how they can best create, capture, customize, deliver and manage their companies knowledge in multiple languages through the use of workflow systems and technologies designed to facilitate the process.
Experts address various aspects of ECM and localization issues from a real-world perspective, with an emphasis on solutions to existent problems that occur during implementation. Attendees will learn from discussions and case studies. In addition, various providers of ECM systems will be available to help answer attendee's questions about specific products and help in the selection of ECM and ECM-related web and automated language processing tools appropriate for various workflows.
The end result is four days of dedicated focus on the optimization of content management, with feedback from the business professionals who have done it and the technology providers who can design the right system for your company – from content creation through to e-business solutions.
LISA Introductory Session for New Members and First-time Attendees at the Summit
Renato Beninatto - former Executive Committee Member, LISA
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.
Strategic Globalization - the Path to Successful International Business
Patrick Gannon - President and CEO, OASIS
What transitions are taking place in companies implementing Globalization strategies today versus two years ago, when the economic climate was more positive? What are they doing differently and why? Have the trends changed or just slowed? How can standards help improve the business climate? What role do standards play in developing the market? What are some of these standards, and - How will they help develop the business?
Why Multilingual Content Chaos is a Boardroom Issue
Mark Farlin - Director of International Product Operations, Documentum Inc.
As companies strive to globalize their operations, the struggle to keep multi-lingual Web site content current and accurate has elicited boardroom discussions. Businesses are losing valuable time and money through the inefficient management of web site content that must be translated and distributed in multiple markets.
Mark Farlin will discuss how this issue has created the need for a unified global publishing system that enables companies to author, localize and distribute content worldwide. He will review the market and demand changes that have influenced Documentum products and explain why managing a company’s content, multi-lingual resources and related technologies are essential in e-business today.
Mark will explain how the market and the demand have changed for their products and why managing a company’s content, multiple-language resources and related technologies - is as important as any corporate asset.
The IDC Expert-dialogue: Where is the ECM Market Headed and What do Clients Need to Manage Multi-Lingual Content?
Steve McClure - Research Vice President
Susan Funke - Research Manager
Alex Motsenigos - Senior Analyst
IDC shares their view of the market, the services opportunity and client’s readiness to invest time and resources to make enterprise content management become a reality. The panelists will present an overall market discussion placing globalization products and services within the broader product and service markets and reviewing market trends, and the role of XML in multilingual document management.
Case Study: Investing In Multiple Language Support: The Business Case for Developing Linguistic Assets
Andrew Draheim - Manager General Services Department Translation & Interpretation, The World Bank
The World Bank is in the process of replacing its current translation management system, and will share their preferred solution to streamline their multiple language support operations. Andrew explains the business rationale for the investment, and how the translation unit of this multilingual, multi-layered international organization prepares itself for global translation management challenges the new disclosure policy imposes. Managing Language Resources in Global Content.
In it, there is no space for an in-house “translation agency” and “word factory.” What is rather needed is a central facilitator for all translation and localization work for the garden variety of solutions within and outside the organization. Its core competency will have to go far beyond quality translation, and focus on the development and management of core assets, in particular multilingual content, terminology, and internal as well as external resources. Andrew’s presentation outlines the strategy and introduces solutions for implementation.
Case Study: The Multilingual Campus - Where to Begin in Globalizing an eLearning Application
Doug Knoll - Director of Consulting, Welocalize
Chris Etesse - Director of Technology, Blackboard Inc.
A case study presented by Welocalize, Inc. and Blackboard, Inc. The session will cover the challenges in globalizing an eLearning application and a review of the way in which locale-specific business requirements drive product architecture.
Panel Discussion: Implementing An Enterprise-Level Multilingual Content Management Infrastructure
Moderator: Christoph Mosing - Vice President of Enterprise Solutions, Convey Software
Panelists:
Daniel Grasmick - Development Manager Multilingual Technologies, SAP Germany
Ted Nguyen - Globalization Manager, Vignette
Steve Katz - Vice President, Business Development, Sentius Corporation
Chan Preston, Banking Insider Managing Director Digital Content - KPMG
The panel will address the key issues associated with implementing an enterprise-level multilingual content management system. The discussion will focus on three areas: the technologies available to build the infrastructure to manage content across the organization, the business process barriers and issues related with organizing the enterprise to handle multilingual content across divisional and geographic boundaries and the unique challenges associated with managing multilingual content.
Outsourcing: A Growing Offshore Site for EU Localization
Thomas M. Schuck - Managing Director and CEO, Saarland Economic Promotion Corporation
Strategically placed between Paris and Frankfurt, the Saarland state of Germany offers a special home for localization companies specializing in European languages, expecially German, French and English. This unique, multi-lingual part of the EU has low cost technical labor and easy access to new clients in five key European cites.
And You’re Ugly Too!
Don DePalma - Founder and Principal, CommonSense Advisory
European Forum in Amsterdam Don DePalma challenged the delegates in his keynote plenary to think more strategically and to align themselves with the issues companies really care about. In this speech Don reviews the globalization and localization technology landscape, pronounces it a wasteland, and, based on his many years of involvement in enterprise software development and analysis, outlines what buyers should demand and what suppliers must provide in response.
The GCM Experts Discuss The Role Of Localization - Where It Fits
Moderator: Henri Broekmate - Vice-President, Lionbridge
Panelists:
Ted Nguyen - Globalization Manager, Vignette
Marc Farlin - Director International Product Operations, Documentum
Chuck Conley - Vice-President, Idiom
Jorden Woods - CTO and co-Founder, Globalsight
Global Content Management market and technology leaders explain their role and approach within the industry and where Localization fits in the equation, both from their perspective and that of the customers.
Among the key issues this panel will address are:
- How do today’s GMS and CMS technologies fit into customer applications and workflow?
- Must the organization fit the software, or should the software fit the organization?
- How scalable are today’s solutions?
- Is technology enough? - Or should providers also include methodology and business processes as part of the solution?
- Where is the market heading?
- Will language and translation support functionality become feature sets on future enterprise-class Content Management systems?
- How important is it that CMS offers a strong Globalization methodology to ensure successful implementation?
- Will CMS with open standard ease the integration with third-party localization solutions? Is the old Create ->Manage -> Publish model becoming obsolete?
- Is the notion of content equated to Text & Graphics or Editorial content also becoming obsolete?
Language Resource Management For Enterprise Communications: The ROI
Moderator: Daniel Grasmick - Development Manager Multilingual Technologies, SAP Germany
Panelists:
Kara Warburton - Terminologist, IBM Canada
Ben Martin - Vice President Content Management, JD Edwards
Matthias Heyn - Vice President, Trados Corporation
This expert panel shows how their respective companies manage language resources to realize a return on investment. Which language resources can be managed and how? What technologies are used and what processes are required to support them? What kinds and levels of ROI can be realized? How can you estimate and measure ROI?
This interactive session will address these and other questions to help justify investments in enterprise communications from the perspective of these four global companies.
Operations Review: Rockwell’s Localization Tracking System: A Workflow and Database Approach for Managing Projects
Peter Baron - Manager of Commercial Services, Rockwell Automation
Heike Caldwell - Project Manager for Commercial Services, Rockwell Automation
Rockwell’s Lotus Notes based tracking and archiving system helps their commercial services group manage a cost-cutting localization process for their information solutions products.
A Roadmap to Cross-Border Partnering and Online Legal Compliance
David Laverty - Founder, InternationalCounsel
Robin Salem - President, Vela Global LLC
This presentation combines elements of cross-border partnering in entering new markets with the legal compliance concerns - two areas of interest among LISA members.
The best solutions for enterprise content management and efficient localization of language, currency, compliance and other factors may include the participation of local partners in targeted markets. One side of the equation is finding and effectively working with local partners, whether through a joint venture or a non-equity alliance or through linking and other online partnering. Another side of the equation is considerations in creating effective agreements with such local players and cost-effectively complying with local laws and regulations to avoid costly mistakes.
Universities and the Localization Gap - What’s Being Done?
Bob Clark - Solutions Consultant, Logos Group
The LEIT and LETRAC initiatives have done a great job identifying the shortcomings of universities training language students in skills critical to the Localization Industry. How much progress has been made since their reports were published? Has there been a dramatic improvement and, if so, in what respect?
But, more importantly, what can we do to accelerate the process?
Breaking Boundries and Barriers: Penetrating the Global Economy through Localization
John Doumani - Web Operations Manager, Interwoven Inc.
Building the infrastructure necessary to take an English-only web site into multiple languages is not without its difficulties. In this session, Interwoven will describe how they built the infrastructure and business processes necessary to seamless manage multilingual content and support a multilingual web site using today’s technology.
Localization: The Community Building Dimension
Rob Masri - Vice President Corporate Development and General Counsel, Multicity Inc.
Rob’s presentation concentrates on the community-building dimension of localization. His main theme is that site content translation needs to be augmented with online communications tools (like Machine Translation) that facilitate visitor interaction with a site. This interaction is necessary to enhance the length and frequency of customer visits and to increase the probability that they will take the specific actions that will achieve the business or organizational goals of the site. Multicity’s product suite, which includes multilingual chat rooms, message boards and instant messengers, enables clients to create virtual communities on their sites and thereby achieve these goals.
For example, the U.S. office of Amnesty International uses Multicity communications products to increase visitor and membership traffic to Amnesty’s Web site and involvement in its human rights activist agenda. Amnesty is using a Spanish version of our chat product to hold a global online discussion on human rights issues in Mexico. Conservation International, a leading environmental organization in the preservation of worldwide biodiversity, will use Multicity’s Spanish-enabled instant messenger to facilitate communication among its global community of dispersed international staff. MTV-Latin America will use the Spanish version of Multicity’s chat product to foster communication among its Spanish-speaking community of music fans.
In short, localization is about community building not content translation. The site content translation is only a means to an end.
Defining a Standard Policy Regarding Translation Memories Pricing
Marie-Noelle Alphonse - Supplier Delivery Manager, Hewlett Packard France
This presentation builds on Marie-Noelle’s efforts to evaluate how users can define Translation Memory cost drivers, and to promote greater discussion about the feasibility of standardizing prices. For example; rates for fuzzy matches, perfect matches, and repetitions - among other TM attributes - with special regard to how costs will differ according to localization vendors and project languages. Is there a way to regulate these differences? Is there a standard pattern or approach that could be applied? Other cost considerations include Alignment, and the creation of Translation Memories. On which basis should these functions be priced?
All TM professionals are invited to this session with hopes that interested parties can establish a workgroup dedicated to regularly exchanging data and cooperating in standardizing TM pricing parameters.
Translation Memory and ROI - A Case Study
Allan Adams - President and CEO, Adams Translation Services
Bernd Cafulli - Vice-President, Adams Translation Services
Managing localization projects, using Star Transit CAT and Adams’ proprietary workflow procedures, has provided this company with impressive benchmarking data.
Using metrics that are applicable to most translation and localization projects, Adams will demonstrate how they have increased localization and project manager efficiency; increased consistency and quality output; decreased project life cycle, and; increased the accuracy of client-partner communication - all resulting in increased client satisfaction.
LISA Client Advisory: Promoting the Importance of Localization Inside Your Company
Denise Spacinsky - Globalization Strategist, Hewlett Packard Company
Patrick Powell - Localization Manager, i2Technologies Inc.
The LISA Client Advisory is continuing its client-only sessions with the discussion topic: Promoting the importance of localization inside your company.
Many localization professionals inside large, medium and small organizations have a difficult time educating decision makers and colleagues about the key role localization plays in a successful global company. The down side of this can be lack of people, funding or support to do be successful - and not only you, but your company suffers in the long run.
This interactive session will provide a forum to discuss and address your particular difficulties in raising awareness about your critical role in the global business dealings of your company.
Incubator America: An SME Opportunity
Marshall Ferrin - Managing Partner, Mason Enterprise Center
Incubator America! - Your Business Development Solution for the USA Market - A session on how Incubator America’s unique connectivity to the IT business networks in the Greater Washington, DC Region can help your company crack the large and complex USA marketplace. Come and discuss the Incubator America! model for USA business development with its Managing Partner, Marshall Ferrin.
Discussion topics and benefits of the Incubator America! Model include:
- Ongoing evaluation of your business development plan
- Mentor to advise you on key business challenges and opportunities
- Comprehensive orientation to cutting-edge American business practices
- On-site administrative support personnel
- Custom appointments with qualified companies
- Direct contact with over 5,000 IT companies through complimentary membership in four key regional industry and trade associations
- Access to unique seminars exclusive to incubator clients, e.g. “The IT Industry in the USA” and “USA Industry Business Practices”
- Expert legal advice available on site on company formation and visa issues
- Special introductions to the Fortune 500 corporate members of the Century Club of George Mason University, Inc.
Legal and IP Issues: Intellectual Property and the Web
Elisabeth Langworthy - Sutherland, Asbill & Brennan LLP
In its broadest sense, Electronic or E-commerce encompasses commercial activity that takes place by means of connected computers. This interaction between vendor and customer can occur via on-line services (AOL, CompuServe, etc.), the Internet (e-mail, etc.), Intranets, bulletin board services and even direct electronic interchange.
Both sessions will address facets of e-commerce and cyberlaw, including:
- Web site development agreements;
- Web site linking agreements;
- Portal agreements; and protecting content over the web;
- Software development and licensing agreements;
- Internet and Intranet usage policies;
- Licensing traditional intellectual property for Web site usage; and
- Litigation and arbitration of domain name, trademark, copyright and advertising disputes.
The Localization Trap
Matthias Zeitler - Executive Product Manager, Star Deutschland GmbH
Localization is more than translation . . . more than terminology management . . . more than project management . . . more than dialog box resizing . . . and much more than simply distributing data to suppliers. Localization is the key to communication in foreign markets!
Localization is only successful when all the right steps are put together professionally.
Many tools can handle certain steps, but do they allow you to manage your projects more efficiently? Incompatible proprietary data files, lack of interfaces, increased training time and diversification of know-how . . . Do you really want to add all that to your everyday workload? You need more than tools, you need complete solutions!
STAR can offer you a wide-ranging program of integrated localization solutions.
In the Beginning There Was the Word!
Technical and company-specific terminology is created and utilized not only during the localization process, but even earlier during the product development phase. How many dictionaries do you use? You only need one if it offers all of the following: global access and maintenance via the Internet, high-performance CD ROM versions, simultaneous use by translation teams, illustration of multilingual concepts. WebTerm and TermStar do it all! Is it any wonder that market leaders are using TermStar and WebTerm?
Cut Your Workload in Half!
The implementation of translation memory systems represents a major step in cutting costs and reducing the time to foreign markets for your products. These systems offer complete compatibility with your suppliers and operate in a stand-alone environment independent of source formats and target languages. You can focus your know-how on a single platform. Our proven translation memory system, Transit, is the scalable solution for freelancers, translation agencies and multinationals.
Let Your Staff Do What They Do Best!
Multiple routine processes have to be automated today so that you can continue to compete tomorrow. Valuable project managers should not be spending their time on administrative tasks; however, invoices have to be sent and resources planned, not to mention project tracking. TWS and Proactive are the final step on your way to efficient, international and competitive communication!
TRADOS MultiTerm iX
Michael Wetzel - Product Development Manager, TRADOS Corp.
MultiTerm iX is a new paradigm in terminology distribution. It is the next-generation language management solution from TRADOS. Offering a sophisticated, flexible and scaleable language technology platform, MultiTerm iX is set to follow the success of the original TRADOS MultiTerm and become the terminology solution of choice among corporations, professional terminologists and translators alike.
T-REMOTE MEMORY: How to use Translation Memories via the Internet
Philippe Mercier - Managing Director, Telelingua Software S.A.
Georges Boussingault - Project Manager, Telelingua Software S.A.
T-RemoteMemory is a new product developed by Telelingua Software that will considerably improve today’s Translation Memory systems. Using the Internet, T-RemoteMemory allows several translators to connect to one or more existing Translation Memory systems and work live from anywhere in the world on your translation project.
IDIOM Technologies WorldServer
Chuck Conley - Vice-President Marketing, Idiom Technologies
WorldServer 5.0 is Web infrastructure software for enterprise globalization and features:
- Sophisticated translation technology featuring a high performance translation workbench powered by Déjà Vu and the first ever centralized, shareable enterprise-level Translation Memory and Terminology Database jointly developed with ATRIL, a leading provider of translation technology.
- A 100% UI-driven interface and easy-to-use wizards to automate the globalization process
- A powerful business rules engine
- Workflow designed specifically for globalization
- J2EE architecture that enables seamless integration with corporate enterprise infrastructure, and technology that ensures seamless integration with any enterprise content
The Language Technology Centre - LTC Organizer
Dr. Adriane Rinsche - Founder and Managing Director, The Language Technology Centre Ltd.
The LTC Organiser is a unique and innovative business process management and workflow control software system, which supports and facilitates multilingual projects. It was developed according to the requirements of The Language Technology Centre’s comprehensive multilingual activities, and reflects years of experience in managing interpreting, language training, large scale multilingual translation and software localisation projects.
The LTC Organiser identifies appropriate suppliers (interpreters, translators, authors, tutors, DTP specialists...) for high level needs. Language tasks can be allocated quickly and effectively to experts in highly specific subject areas. The status, the progress and the cost of projects as well as actions required and taken can be controlled via the LTC Organiser. The client database is another feature of the LTC Organiser. It enables you to store all relevant client information, including client specific details or requirements. The Project Management feature keeps track of projects, and documents within projects, at the different stages of development. It achieves this by recording the status, and various versions of source and target texts, during each phase up to completion of the target language product.
Machine Translation at the Pan American Health Organization (PAHO)
Marjorie León - Chief of Translation Services, PAHO
Julia Aymerich - Computational Linguist, PAHO
This presentation includes a brief history of the PAHO MT systems (from the mainframe version of the late 1970s to the Windows version of 2002), an explanation of how the software is used at the PAHO institution and client sites, and an outline of the keys to its success for over twenty years.
The key features of the Engspan and Spanam software will be described and briefly demonstrated. These include the translation interface, automation macros, dictionary browse and dictionary update utilities, and post-editing macros.
