Worldware Conference: Program Description

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Program Session Descriptions — March 17-18, 2010

P1: An Entrepreneur in a Shrinking World

Speaker: Cliff Miller (DeviceVM)
Format/Topic: Keynote

Synopsis: It used to be that the big corporations held all the cards. Conventional wisdom was that a small company first had to establish domestic presence before going international. This was true for software companies as well as for companies in nontechnical fields. Now, with the right tools and preparation, a small start-up company can have a global presence from day one. For software companies this means paying attention to internationalization. I will share firsthand experience on how small companies can compete with and even outmaneuver big corporations in a face-paced and quickly shrinking world. So much for conventional wisdom!

P2: From ROI to DNA: Part l – Experiences from IBM

Speaker: Bill Sullivan (IBM)
Format/Topic: Plenary

Synopsis: How does a large global corporation determine the right level of investment in internationalization? What structures, processes, talents and tools are in place to ensure that all of the company's offerings provide the right level of support? IBM's globalization executive, Bill Sullivan, will share this and more.

P3: From ROI to DNA: Part ll — Panel Discussion

Panelists: Martin Güttinger (Cisco Systems, Inc.), Bob Jung (Google Inc.), Bill Sullivan (IBM)
Moderator: André Pellet (COMSYS)
Format/Topic: Panel Discussion

Synopsis: Successful internationalization needs business support from upper management, country managers and financial managers. Listen to an engaging discussion by industry experts on how to gain budget and political support from non-technical managers, how to identify business metrics to demonstrate the success of your project, what is the best reporting approach to monitor progress and much more. Hear about best practices from successful managers on how to navigate the business side of an internationalization project.

P4: From Office Machines to Machine Translation, Product Manuals to Product Blogs: How Trends in Technology Impact Trends in Glocalization

Speaker: Lori Thicke (Lexcelera)
Format/Topic: Plenary

Synopsis: In the last two decades we have gone from on time to just-in-time to real time. Brand definition, sales materials and customer support have all moved from the physical desktop to the virtual desktop and now are off the desktop altogether. Customer support that was push is now pull. Savvy buyers are demanding product information in their own languages, whether it's on company websites or YouTube, and the ways customers can learn about products (good or bad) are multiplying by the day. How do these trends affect globalization needs, including the way companies reach customers, market to them and support them as they use their products and services? Forums and blogs, video and voice technologies, e-learning and e-books, virtual worlds and virtual selling (but for real dollars!): what impact should these trends have on a company's “glocalization” roadmap?

P5: Global Expansion in a Networked World

Speaker: Konstantin Guericke (Cofounder of LinkedIn)
Format/Topic: Keynote

Synopsis: As the world gets more connected, more and more businesses find that their users are not just customers, but increasingly also create, market and support the product the company sells. How does user-generated content and marketing affect global expansion strategy? And what are the challenges of products that are expected to be both global and local at the same time — when much of the product is actually created and controlled by users of the product? Konstantin will share his thoughts on these issues and share his experiences of the international adoption of LinkedIn. He will also discuss how LinkedIn approached international expansion — using the German market as a case study.

P6: Panel Discussion: ROI of Internationalization

Panelists: Mike McKenna (Yahoo! Inc), Jessica Roland (EMC)
Moderator: Adam Asnes (Lingoport)
Format/Topic: Panel Discussion

Synopsis: It takes funding to underwrite globalization initiatives. And while it’s usually straightforward to gain agreement that global product development strategies are important, the globalization process must be measured based on business and performance goals, just like any other initiative, if it’s to gain ongoing support within your organization. This panel discussion will focus on business and engineering process return on investment measurements and strategies. We’ll consider issues from strategic pursuits, measuring and avoiding costly iterative internationalization and localization processes, time-to-market, and cost justification issues regarding adapting software.

P7: How Google Built (within four years) a Strong & Robust I18N Organization & What Was the Impact of It.

Speakers: Manish Bhargava (Google Inc.), Bob Jung (Google Inc.)
Format/Topic: Plenary

Synopsis: In this talk we will cover Google's approach to internationalization. We will cover the history of internationalization in Google, touching upon internationalization needs, Google's internationalization philosophy, internationalization strategy, ROI of internationalization and 40-language initiative. We will explore the ties between internationalization and localization. We will provide insight into the impact of internationalization to Google's bottom line and top line and to various products. We would like to keep the session highly interactive, answering questions from the audience.

A1: Running the Globalization Marathon

Speaker: Tex Texin (XenCraft)
Format/Topic: Strategy

Synopsis: Do you know what it takes to become an Olympic-level gymnast or the winner of the Tour de France? This session will discuss how athletes — bicyclists in particular — achieve excellence. The stages of advancement in racing skills are then related to an informal globalization maturity model and the paces you need to take your organization through in order to achieve the highest levels of web or software globalization. This lighthearted and "freewheeling" discussion is targeted at an audience of managers, internationalization and localization professionals, and sports fanatics. By understanding the levels of maturity and the stage your organization is at, performance expectations can be set appropriately. No coding will be discussed. Wear your spandex, bring your ankle weights and water bottles, and please, please, please don't forget the deodorant. Please no sports betting during the talk.

A2: Panel Discussion: Internationalization Testing

Panelists: Henk Boxma (RIGI Localization Solutions), Katsuhiko Momoi (Google Inc.), Tim Riley (Mozilla)
Moderator: Shy Avni (MULTILINGUAL QA Ltd.)
Format/Topic: Strategy

Synopsis: In this panel we will try to cover different aspects of internationalization testing. We will first define internationalization testing, and then Kat, Tim and Henk will share their experiences in their organizations. We will also discuss how to establish internationalization testing, the importance of pseudo-localization and the return on investment.

A3: Providing a Local User Experience Through Marketization

Speaker: Claudia Galván (Microsoft Corporation)
Format/Topic: Web

Synopsis: Beyond language, marketization brings web services closer to a local audience. Most web services are tailored as one size fits all for a particular language. During this talk, we will define marketization, explore user scenarios and suggest best practices to provide a more local experience. We will also review some of the challenges and opportunities for marketizing web services

A4: Attacking Globalization: Security Threats and Guidance

Speaker: Chris Weber (Casaba Security)
Format/Topic: Web

Synopsis: Web-applications are being exploited every day as attackers find new vectors for performing end-user attacks. This talk will cover ways that globalized software can be exploited to transform clever inputs into malicious outputs. String transformations through best-fit mappings, casing operations, normalization, over-consumption and other means will be discussed as areas for abuse, with appropriate guidance. For business decision-makers this means having the right knowledge and process in place. For developers and testers it means understanding the APIs, tooling, and test cases. The current state of visual spoofing attacks will also be discussed. Phishing attacks are prevalent on the web, and well-designed URLs can increase an attack's chance of success. However, visual attacks extend beyond URLs to content of a site that can be used to fool end users. Can an attacker control messaging or user interface dialogs in your application?

A5: International Domain Names/SEO

Speaker: Tina Dam (ICANN)
Format/Topic: Web

Synopsis: The introduction of internationalized domain names (IDNs) is considered one of the most significant innovations in the internet since its inception. IDNs offer many new opportunities for internet users around the world by allowing them to establish and use domain names and hence web addresses and e-mail addresses in their native languages and scripts. This session will begin with a brief introduction to what IDNs are and how they work for end-users. The focus will then be placed on why IDNs are being implemented, how they can be registered, timing, and what the cost and challenges are for individuals and business owners who wish to begin to use IDNs. As we are moving towards IDNs introduced as top-level domains (TLDs) (extensions such as .com, .net and so on), we will also talk about the IDN ccTLD Fast Track Process, which is the first process available to introduce IDN TLDs for production purposes, and the new gTLD Process.

B1: Corporate Acquisitions and Integration of Internationalization

Panelists: Kader Mehidi (CA, Inc.), Nelson Ng (eBay Inc.), Jean-François Vanreusel (Adobe Systems Inc.)
Moderator: Melissa Biggs (Oracle America, Inc.)
Format/Topic: Case Studies

Synopsis: This panel will discuss best practices for integrating internationalization after corporation’s complete acquisitions. Included will be discussions on how to create the best internationalization framework for applying to acquisitions. The panel will also look at case studies on what doesn't work in the internationalization integration strategies.

B2: Successful In-house Internationalization

Speaker: Jeffrey Klein (Siemens Healthcare Diagnostics)
Format/Topic: Case Studies

Synopsis: Whether you are part of a large multinational company or work in a smaller-sized company, the process of internationalizing your software doesn’t have to be a fearful experience with prohibitive costs and burdens on your schedule. Complete it in-house, in less time and with fewer resources than you may have expected. At Siemens Healthcare Diagnostics, we have a refined process and learned much getting to this point. In this session, I will share our experiences and data and also give actual information on how to succeed during this phase.

B3: Keeping Score in the Globalization Game

Speakers: Glenn Arango (Yahoo! Inc.), Michael McKenna (Yahoo! Inc.)
Format/Topic: Case Studies

Synopsis: A case study and discussion of the methods and madness of developing a globalization process, tracking and compliance system that is accepted by management, is used by engineering and helps drive products towards a goal of robust internationalization.

B4: Internationalization Meets Semantic Technologies

Speakers: Sven Christian Andrä (Andrä AG), Jörg Schütz (BIOLOOM Group)
Format/Topic: Case Studies

Synopsis: With the emergence of cloud computing, the vision of “The Web Is the Computer” is near. The accompanying new services offerings need specific solutions for supporting the needs of global users because they are different from the software applications that we use today. Ambient and instant adaptability is part of the solution. We evaluate the current situation and propose an innovative approach by combining process management and semantic technologies to build and maintain a complex, sustainable GILT ecosystem. In particular, we focus on transformation, the need to make a thorough commitment to change and the impact on people in future GILT process activities.

B5: Bidirectionalization Pure and Simple

Speakers: Magdalena Enea (HighTech Passport, Inc.), Roozbeh Pournader (HighTech Passport, Inc.)
Format/Topic: Case Studies

Synopsis: Bidirectionalization — enabling software to be usable by users who read and write in bidirectional languages such as Arabic and Hebrew — is often perceived as a superfluous or an impossibly labor-intensive endeavor. This presentation will first explain why bidi-enabling is a must for every application and website intended for bidirectional readers. It will then examine the common options in bidirectionalization, compare the pros and cons of the various approaches and provide suggestions on how to simplify the task by choosing an adequate approach in planning for, designing, localizing, and testing applications and sites. Finally, we will touch upon other common internationalization requirements for the Middle East, including alternative calendars, local digits and geopolitical sensitivities. The intended audience of this presentation is managers and software architects considering the bidirectionalization of their software or planning to add support for more requirements of the bidirectional language markets.

Preconference Session Descriptions — March 16, 2010

W1: Global User-Generated Content: The Final Localization Frontier

Speaker: Merle Tenney (Language Technology Consultant)

Synopsis: The engagement of users in creating and sharing their own user-generated content (UGC) has transformed our use of the worldwide web and given rise to the popular appellation Web 2.0. At the same time, users live in a flat world, and they increasingly expect to be able to access other users’ content and publish their own across language boundaries. This workshop addresses the requirements, architecture and implementation — more conceptual than real, at this point — of the service providers, frameworks, tools, processes and stakeholders that combine to make global UGC possible. The place of editing tools and automatic and computer-assisted translation tools and the role of designated content agents are explained in the context of push and pull translation modes. The special challenges of translating user content are discussed, and the next steps for key stakeholders are outlined.

W2: Internationalization Testing Workshop

Speakers: Henk Boxma (RIGI Localization Solutions), Daniel Goldschmidt (RIGI Localization Solutions)

Synopsis: In this workshop we will discuss internationalization testing. First, we will define what internationalization testing is, how it differs from localization testing, discuss its importance and why we should not avoid it. Then, we will offer practical methods to implement internationalization testing using the three layer method. The goal of the workshop is to understand the needs and get practical tools for implementation.

W3: Culturalization: Navigating the Geopolitical and Cultural Risks of Local Markets

Speaker: Tom Edwards (Englobe Inc.)

Synopsis: While localization has always been a necessity for modern content development and global distribution, "culturalization" is a less commonly implemented process by which content is further adapted for consumption by more local and diverse audiences. By looking beyond just the linguistic aspects and considering the geopolitical, religious, ethnic and other contexts of a local market, grievous content errors can be avoided, and companies can deliver a user experience that connects with local expectations at a much more meaningful level. Unlike localization that is usually perceived as a production step that takes place later in many content development cycles, culturalization is a broader and more inclusive modus operandi for designing content for the both global and local consumers. Global development and distribution must start with the inception of the project and is carried out alongside existing functions (for example, writing, design, coding and so on). Through a generous use of examples and anecdotes, the speaker will present a brief primer on culturalization as well as present a fundamental methodology for how to address potential geopolitical and cultural issues across a wide variety of content and locales.

W4: Cutting Through the Challenges of Bidirectionalization

Speaker: Roozbeh Pournader (HighTech Passport, Inc.)

Synopsis: This workshop is intended for engineering and product managers involved in bringing their products to markets using bidirectional languages in the Middle East, North Africa and South Asia. It will complement our higher-level presentation during the main conference, B5: Bidirectionalization Pure and Simple, with specific technical information about devising a bidirectionalization strategy, determining bidirectionalization requirements and following up with their implementation. The session will be based on common scenarios with suggestions on how to handle project-specific challenges. The goal of the workshop is to raise awareness of bidirectionalization prerequisites and to facilitate understanding of the bidirectionalization process as such.

W5: Using Static Analysis for Internationalization

Speakers: Adam Asnes (Lingoport), Daniel Goldschmidt (RIGI Localization Solutions)

Synopsis: One of the challenges of any internationalization effort is precisely locating internationalization issues buried in large amounts of source code and turning that data into an achievable plan. In this session, we’ll work with some open-source code using Globalyzer, a tool to evaluate the code base and categorize internationalization issues. We’ll then look at using this data to build and execute an internationalization plan among developer teams. There will also be an emphasis on maintaining code over its development life cycle so that new internationalization issues don’t begin to crop up and create costly iterative delays during localization. The session will share some of the very same proven and repeatable approaches that Lingoport has used to effectively scale and perform extensive internationalization implementations on large applications in a wide variety of programming languages and technologies.

W6: Creating World-ready Applications Using Silverlight

Speaker: Lee Jones (Microsoft Corporation)

Synopsis: Silverlight is Microsoft’s new development platform for creating engaging, interactive user experiences for the web, desktop and mobile platforms. Join our speaker for a technical tour of the rapidly evolving World-Readiness services and capabilities of the Silverlight application ecosystem. Gain insight into key decisions that have helped shape Silverlight’s globalization and localization support. Come away with a better understanding of how to plan and develop media-rich and line of business Silverlight applications for global reach using various tooling options such as Expression Blend and Visual Studio .NET.

W7: Software Internationalization Stripped Naked

Speakers: Tex Texin (XenCraft)

Synopsis: This tutorial is intended for executives and managers. It uses a familiar non-software industry to demonstrate the business challenges and principles of product internationalization and then applies these lessons to software and web internationalization. A few myths may be busted along the way. Attendees will come away with an understanding of objectives and key questions to ask when managing development teams.

W8: Write Once — Take Less Time to Deploy Everywhere

Speaker: Michael Labriola (digital primates IT Consulting Group)

Synopsis: The "write once, deploy everywhere" dream is and will continue to be alluring. The pursuit of a single code base and development team writing code that magically works worldwide has driven more than a few product teams mad. While it may never be possible to achieve that goal completely, it is possible to leverage tools like Adobe Flex to solve many of the problems in a reusable and maintainable way. This session will examine the major striations of internationalizing and localizing a product written in Adobe Flex and deployed via a web browser or Adobe AIR. Flex's innate ability to separate and quickly redefine the user interface without modifying the underlying functional code makes it a viable and potentially profitable choice in this space. We will examine each of the strata in terms of effort and return to understand what can be accomplished quickly, what takes up-front planning, and the fine-tuning work that truly makes an application localized.