18th Annual LRC Internationalisation & Localisation Conference


23-25 September 2013
Castletroy Park Hotel
Limerick, Ireland

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Monday - Tuesday - Wednesday

LRC Conference Day 1 - Monday 23 September

Registration & Coffee
Session 1 - Morning Workshops
Translation and Resource Management using Kilgray's Language Terminal

This workshop introduces Language Terminal, the project management platform for freelance translators and small sized LSPs. Language Terminal offers added value for translators by allowing them to track their project from quoting to invoicing, and provides valuable functionality such as facilitating the back up of projects, converting InDesign files into XLIFF, and sharing language resources.

In this workshop, you will also learn how to enable interaction between Language Terminal and memoQ. memoQ is Kilgray's translation environment technology (http://kilgray.com/products). You will learn how to create a translation project in memoQ and simultaneously handle the project management in Language Terminal.

Target audience for this workshop would be freelance translators and small to medium LSPs.

To get the most out of this workshop you are strongly recommended to bring a Windows based laptop and install memoQ in advance. You can download it from the Kilgray website: http://kilgray.com/downloads

memoQ can be used 30 days for free, as fully functional trial version.

Solas Match Workshop

This workshop will give participants an overvew of how to install and get up and running with their own version of the, Open Source, Solas Match web application in their organisation.

SOLAS Match is a web application that is designed to be accessed by two groups:those seeking to have content translated, and transators who may complete such tasks. Accessed through the browser, the application displays a list of translation tasks previously uploaded to the system. A task may have one resource file attached to it which can be downloaded, translated, and re-uploaded.

To see an instance of SOLAS Match running visit trommons.org and check out how the Rosetta Foundation have implemented this software.

Lunch Break
Session 2: Localisation Technologies and Standards
  Andrzej Zydroń, XTM International
Understanding TIPP and XLIFF:doc

XLIFF:doc and Translation Interoperability Protocol Package (TIPP) are part of an important new Localization Industry initiative from the Interoperability Now! group, to address the issue of poor interoperability between translation tools. This presentation will provide a detailed breakdown of these two related new standards and how they fit in to the overall translation workflow and how they guarantee round-tripping between different translation software systems.

  David Filip, Localisation Research Centre CNGL
XLIFF 2.0 Overview

The presentation will cover the upcoming XLIFF 2.0 standard, the changes since 1.2 and the work done to foster greater interoperability. The TC concentrated on three main approaches to simplifying interoperability:

1. Modularity

      1. Small non-negotiable core
      2. Optional modules for advanced specific functionality
      3. Extensions at a limited number of extension points that must not compete with sore or module features

Tools not supporting modules can ignore them but must preserve them, extensions should be preserved unless they cause unforeseen issues. This way the core based roundtrip is guaranteed. Some of the less frequently used features of XLIFF 1.x have been moved to modules. New functionality, not available in XLIFF 1.x has also been added as modules.

2. Unambiguousness

In order to simplify implementation and interoperability it is highly desirable to keep the number of ways a specific result can be achieved to a minimum. This has been addressed in XLIFF 2.0 and in the few cases where there still exist duplication, clear transforms from one form to another are specified and governed with clear constraints and processing requirements.

3. Clear conformance targets, constraints and processing requirements

XLIFF 1.x focused on the validity of static documents and much less on what an agent transforming a specific document is allowed to produce. The specification now has clear process and agents definitions, which allowed to have a clear and crisp Conformance section that defines both documents and agents compliance, and more over allows for grouping application targets into specialized conformance groups: generators, mergers, modifiers, and enrichers, apart from generic writers and a minimum requirements set for any generic agent.

Finally, the overview will introduce the functions implemented as modules: glossary, translation candidates, validation, size restriction, format preview, change tracking, resource data and generic metadata. At a minimum, we will list the available modules and explain their primary use. If time allows, we will cover each module briefly in more detail.

  Andy Way, Sergio Penkale & Christian Arno, Lingo 24
Coach: Consolidating the localisation industry through technology

In this talk, we will present Lingo24's new Computer-Aided Translation (CAT) tool -- Coach -- designed to streamline the translation workflow, integrating MT with professional linguists to create the ultimate, customisable translation solution, cutting costs and improving speed of turnaround, but also sustaining and often improving the quality of the end product.

Coach is a secure, cloud-based software tool that automates much of the time-consuming parts of the translation service, enabling professional translators to work more efficiently. The results are quicker, producing more accurate translations and cost savings that we can pass on to our clients, clients who get unprecedented control over their translation projects with the ability to log in to the system and monitor projects in real time.

Coach is a platform we feel is capable of revolutionising the industry. Currently characterised by fragmentation, we see consolidation taking place through technology and we see translation being made available to a broader range of people through a broader range of interfaces. Having one pre-eminent platform -- Coach -- for the industry is our goal.

We want Coach to put translators at the centre of the universe in industry terms. That idea really turns the industry on its head. Coach represents customised quality and through it we are attempting to get more people into the supply chain, providing a path for new translators to enter the industry.

Embedded inside Coach is our industry-leading MT technology, automatic subject detection, and novel confidence-estimation methodology. All of these points will be touched on during the presentation, so we are confident that there will be plenty here that will benefit the LRC audience. By the time of publication, the tool will have been in production for 6 months or thereabouts, so we anticipate being able to provide usage figures, specific case-studies as well as more feedback gained as part of our ongoing data-gathering process. We will also be able to disclose some of our future plans regarding extensions to the tool.

15:30 Coffee Break
Session 3: Global Challenges
  Emma Keane, Symantec
Terminology Management and SEO - Challenges and Opportunities in a
Globally Distributed and Outsourced World

The shifting of resources to lower cost economies has a positive effect on the bottom line for corporations, but what challenges does this pose for content creators and localisers? How can we manage terminology effectively in globally distributed teams of content creators, translators and reviewers to name but a few? How can we outsource terminology management and maintain high quality? This session aims to address the challenges faced by Symantec in just this situation. In the same context, we highlight how we have implemented SEO into localization workflows, and how we see an emerging new role for localizers and agencies in SEO.

  Veronica Carioni & Victor Coutin, Vistaprint
Europeanising an American Website
Designing an agile content localisation framework for the web and advertising

In order to meet the challenges facing a fast-growing global company, Vistaprint, a market leader in custom online printing, has created a uniquely flexible and scalable localisation framework to produce relevant images for 27 country websites.

Founded in Paris in 1995, Vistaprint opened an office in Barcelona in 2006 to serve local websites in over 15 European countries. Over the past 7 years, Vistaprint has enjoyed double- digit growth rates without ever implementing an adequate localisation strategy that goes beyond translation. The result was yet another foreign company that struggled to create an emotional connection with its local customer base.

In an effort to embrace customer centricity, and in a market where brand plays a decisive role in purchase intent, we have developed an intuitive and systematic localisation framework to enable any internal creative agency to produce relevant, localised imagery for the web. This framework consists of four important components that can be used collectively or individually depending on the required level of localisation. These components are: relevant cultural style guides, libraries of localised image assets, libraries of translated copy, and sound review processes of localised content.

The above components enable teams of designers, strategists, copywriters, and localisation specialists to create effective, fully localised website content for any retail or service industry. In this presentation we make the case for powerful and agile in-house web content localisation by comparing where we were before implementing these four components and where Vistaprint stands today. We will take a close look at the processes involved, the team collaboration, and the challenges faced in the design and execution of such processes.

Day 1 Close
Trommons/Solas Launch Reception

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LRC Conference Day 2 - Tuesday 24 September

Reinhard Schäler, Localisation Research Centre
The Rocky Localisation Picture Show

The LRC Conference has come of age: we will look back at 18 years of people and companies, hot topics and game-changing announcements, visions and dreams. We will also venture and speculate where we will be in 18 years’ time, in 2031. You will see why the ‘show’ will continue, and who the new show masters will be.

Coffee Break
Session 1: Commercial
  Moderator: Hans Fenstermacher, GALA
Session Topic - Is financial return on investment at the heart of localisation?

We all know that localisation is the way to reach global customers and audiences. But what really motivates the commercial sector to localise? Is it ultimately just about market share, customer bases, beating the competition, shareholder value - in other words, financial gain? Our speakers will examine to what extent a financial ROI drives localisation decisions. We will also explore how companies' rationales for localisation have or have not changed in the era of social media, customer interactions, product "communities" and more.

Speaker 1: Gordon Husbands, VP Sales & Marketing, Wordbank
Speaker 2: Gisela Donnarumma, Lionbridge
Session 2: Civil Society
  Moderator: Reinhard Schäler, The Rosetta Foundation, LRC
Session Topic - Should localisation be free?

Access to localisation means global access to and sharing of information and knowledge. Free localisation means empowering the global conversation in communities – in addition to mainstream localisation, which empowers global markets for enterprises and their customers. Free localisation goes beyond the creation of enterprise communities, commercially inspired crowdsourcing, or the conversion of people into ‘assets’ sold by advertising agencies. So – can 'paid for' and 'free' localisation live together? Who is paying for 'free' localisation? Is 'free' localisation provided as a charity, is it a universal and basic human right, or do people get involved for other reasons?

Speaker 1: Terena Bell, CEO, In Every Language, Secretary of the Board, GALA
Speaker 2: Maureen Rabbitt, Communications and Brand Director for Special Olympics Europe Eurasia
Coffee Break
Session 3: Cross Sector Panel - Resources and Standards
Close Day 2
Conference Dinner - All participants invited

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LRC Conference Day 3 - Wednesday 25 September

Jack Shulman, Sony Computer Entertainment
The Global Game

As PlayStation products reach deeper into global markets in an era of increasing competitive intensity, demand is ramping to meet diverse consumer preferences at an increasingly personalized level.

This demand is requiring a new level of personal performance within product localization teams. The scope of this requirement includes enhanced insight into one’s self and one’s performance as a driver of empathic understanding of global consumers, and improved team performance.

In this way, the play between the personal and the global has become a sensitive variable governing the success of PlayStation product localization efforts, and competence at this “game” has become a key strategic corporate asset.

Making use of the gaming metaphor, and applying recent insights in the psychology of motivation, cognitive science and neurology, this talk takes a look at the link between personal insight and competition in a global arena.

Coffee Break
Session 1: Research, Education and Training
  Moderator: Anu Carnegie-Brown, Sandberg Translation Partners, Ltd.
Session Topic - Is the global talent gap being addressed?

In February 2013, ELIA, a non-profit organisation currently consisting of 150 European language service providers www.elia-association.org had an opportunity to give feedback to the European Masters in Translation project from the translation industry. ELIA consulted its members and reported to the European Commission that today’s translation graduates are not ready for the commercial world without further training. This is not the first time the industry has been consulted – in 2011 the OPTIMALE project consulted 684 European translation service providers in order to determine the competence requirements within the translation industry. The feedback was very similar.

So, the translation industry clearly feels there is a gap between what we need and what the European translator training produces, and in the localisation branch of our industry the gap is even more pronounced. This of course applies to graduates in many other fields too, but it does raise interesting questions – whose responsibility is it to train translators to meet the needs of the industry? Who has the best resources for it? What incentive is there for an LSP or a university to start investing more in this? Are there factors regulating the current situation that are beyond our control? If we don't train them, where will they go to get that training? An MA course is attractive to BA graduates if it can be seen to lead to enhanced employment opportunities in the industry. While the courses don’t provide that, there is a niche left in the training market – and independent bodies as well as tools providers have already stepped in with their service offering. Furthermore, competent localisation companies might be very tempted to offer an unpaid one-year-internship/training course to BA graduates in order to gain productive future employees, and these arrangements could become serious competitors to university MA courses. It would be better, of course, if instead of becoming competitors, universities and the industry could join forces. Companies would struggle to provide recognised qualifications for their arrangements, whereas universities seem to struggle with course content, technical resources and financial restraints.

Whichever way we answer these questions, our steps need to be planned together because our current arrangements leave all parties to plan and train far too much in isolation.

  Isabelle Weiss, Alpha CRC
Speaker 2: Debbie Folaron, Concordia University
Session 2: Government
  Moderator: William P. Rivers, Joint National Committee for Languages
Session Topic - Is Government the Guardian of the 'Long Tail'?

This session will examine the role of NGOs and intergovernmental efforts in leveraging language technologies to document, preserve, and transmit local languages.

Speaker 1: Dr. K. David Harrison, Professor and Chair of Linguistics, Swarthmore College
Speaker2: Pat Hall, Language Technology Kendra
Coffee Break
Session 3: Cross Sector Panel - Advocacy and Nonmarket Strategy
Close Conference

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About W3C
The World Wide Web Consortium (W3C) is an international community where Member organizations, a full-time staff, and the public work together to develop Web standards. Led by Web inventor Tim Berners-Lee and CEO Jeffrey Jaffe, W3C's mission is to lead the Web to its full potential.
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Conference Partner

Globalization and Localization Assocation

About Gala
The Globalization and Localization Association (GALA) is the worldwide voice for the language industry and a resource for the language business. The association supports its members and the language industry by creating communities, championing standards, sharing knowledge, and advancing technology. GALA is the world’s largest localization trade association with nearly 350 members.
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About Science Foundation Ireland
Science Foundation Ireland (SFI) invests in academic researchers and research teams who are most likely to generate new knowledge, leading edge technologies and competitive enterprises in the fields of science and engineering
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About CNGL
CNGL is a collaborative academia-industry research centre dedicated to delivering disruptive innovations in digital intelligent content, and to revolutionising the global content value chain for enterprises, communities and individuals.
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*programme is subject to change and revision