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K1: Is There a Cure for Buzzword Poisoning? Managing Preconceptions, Predilections and Personalities in the Globalization Process Speaker: Bill Sullivan (IBM)
Host: Ulrich Henes Synopsis: We hear a lot about technology — how it powers the engines of commerce and shapes the contours of our daily lives. We also hear a lot about the obstacles it presents to globalization and internationalization. This keynote will take an orthogonal approach to the problem. It will focus on a different element of the global equation — the human element. How do we — as global evangelists — deal with the preconceptions, predilections and personalities of the people whom we encounter in our business lives? How do we manage the expectations of our customers and open the minds of our colleagues? What’s the antidote for buzzword poisoning? Come find out.
P1: Is there a Cure for Buzzword Poisoning? Managing Preconceptions, Predilections and Personalities in the Globalization Process Panelists: Danica Brinton (Zynga Inc.), Bob Jung (Google, Inc.), Bill Sullivan (IBM)
Moderator: Ulrich Henes Synopsis: This panel discussion is directly linked to the preceding keynote address by Bill Sullivan of IBM. Moderated by Ulrich Henes, one of the founders of the Worldware Conference, this session brings together a group of seasoned global evangelists who will discuss their experiences and share their opinions on how to manage the expectations of global customers and open the minds of colleagues. Participation by the audience is encouraged.
A1: This Old Software Speaker: Tex Texin (Rearden Commerce)
Host: Shy Avni Synopsis: Designing software from scratch for deployment in global markets is a luxury most of us don't have. Instead, we are revising legacy code to meet international requirements. "This Old Software,” like the television show This Old House, will provide strategic recommendations, tips and tricks based on actual experiences for migrating existing applications to support the linguistic and cultural requirements of regional markets.
B1: Demo Derby Panelists: Jeff Kent (Sajan), Olivier Libouban (Lingoport), Kent Taylor (acrolinx GmbH)
Facilitator: Adam Asnes Synopsis: We’ve assembled four companies with innovative products that impact how your products get created and released globally. Each demo team will have less than ten minutes to get to the heart of showing how their technology improves the globalization process, with five minutes per presentation for questions and answers. Presenters are Sajan with GCMS - their translation management system for automating the translation workflow process and capturing robust analytics on program performance; Lingoport, with Globalyzer for source code internationalization static analysis; acrolinx, with acrolinx IQ for internationalizing documentation by managing terminology and writing standards; and RIGI Localization Solutions, with RIGI for visual localization of n-tiered software systems. Ten minutes? The challenge is on! Expect little or no PowerPoint.
A2: The Circular Path of Internationalization, Localization, Testing and Internationalization Speakers: Herb Bauer (SDL), Jonathan Slaughter (SDL)
Host: Loïc Dufresne de Virel Synopsis: Many companies think of internationalization as a one-time event that an organization or product group must undergo in order to be successful selling products in the global marketplace. While it is true that internationalization is a front-loaded activity, it is by no means a one-off. It is essential that software developers understand internationalization concepts and practices, incorporating them into the development cycle — both for new software versions and for maintenance. Successful global software vendors also incorporate internationalization testing practices that focus on new or updated features and isolate code changes for testing purposes. Far from being a one-time exercise, internationalization best practices are a core part of the full software development life cycle.
B2: How to Build Product Help Communities Speaker: Aaron Fulkerson (MindTouch, Inc.)
Host: Scott Abel Synopsis: Social Help Centers, or product help communities, are used by some of the world's largest brands. They provide a foundation for social customer relationship management (SCRM) and help close new customers, power personalized marketing and sales, extract social intelligence, up-sell/cross-sell and drive down support costs — all with product help documentation as the foundation. Creating customer engagement is a big acheivement when products have an international — or even global — reach. Connecting social tools such as Facebook and Twitter, while adding a co-creation layer (think wiki-like experience), feedback mechanisms and gamification (badges) to your product documentation. Administrators and editors are able to curate and moderate community content regardless of language. No small feat for a monolingual audience. It requires that localization be baked into the fabric of the user experience. We'll be exploring how to deliver this to an international audience with real world deployments from multi-billion dollar companies, like Autodesk, Palm and Intuit.
A3: I18n Assessments Panelists: Paul-Henri Arnaud (Autodesk, Inc.), Michael McKenna (Yahoo! Inc.), Leandro Reis (Adobe Systems Incorporated)
Moderator: Gary Lefman Synopsis: Software globalization seems to many to be either a black-art practiced by an esoteric guild of polyglot bit-twiddlers or something you get for free because you happen to use Java and Unicode. The truth is neither, and it is something that can be implemented in a methodical way that can be measured. Three different corporations — Adobe, Autodesk and Yahoo! — are tackling the problem of how to measure globalization compliance and progress across a wide range of technologies and products. They decided to join together in an open-source fashion to decide on a standardized set of requirements, mappings to specific technology genres and method of grading for software globalization. This panel discussion will present their efforts to date with discussion on similarities and differences among approaches by the companies, as well as issues encountered, solutions implemented and solutions envisioned.
B3: Intro to Agile Speaker: Tiffany Vela (Hewlett-Packard)
Host: Dirk Meyer Synopsis: This presentation will address the process, roles and tools for localization to support Hewlett-Packard’s (HP’s) teams utilizing the agile development methodology for software development. It explores how HP’s localization team implemented process changes and meets scrum delivery schedules and the different roles that make agile localization successful.
A4: The New Information Revolution Speaker: Andrew Bredenkamp (acrolinx GmbH)
Host: Nico Posner Synopsis: Find out how to produce high-quality product information that will improve the customer experience and drive more business. Additionally, discover how to analyze what your customers and competitors are saying about your products so that you can improve the information that your customers are seeing.
B4: Agile Panel Speakers: Peter Green (Adobe Systems Incorporated), Gregor Kneitz (Microsoft), Warren Peet (Adobe Systems Incorporated)
Host: Mike Hedley Synopsis: Adobe and Microsoft have been working to integrate agile approaches to software development with the internationalization process for years. At this panel discussion, hear what we’ve learned from various attempts at agile internationalization, how we are approaching it today and what we think (and hope) the future holds.
K2: The Rise of Chindia: Opportunity or Threat? Speaker: Nitish Singh (Saint Louis University)
Host: Donna Parrish Synopsis: This presentation will explore how the rise of China and India will impact the global economy. The audience will be presented with unique challenges and opportunities that the rise of Chindia may pose. Implications for succeeding in the new world order will be discussed.
P2: Is the e-Middle East Becoming the New e-China? Speaker: Suleiman Bakhit (Aranim Media Factory)
Host: Donna Parrish Synopsis: The Middle East and North Africa region is home to 350 million Arabic native speakers, 65% of which are under the age of 30. While internet penetration is still low at 20%, it’s growing at the fastest rate in the world. Mobile penetration however is at 80%, with about 220 million users. This growth coupled with the wealth of some countries, especially in the Gulf, is creating significant opportunities that are yet to be explored.
A5: Emerging Markets Speakers: Ghassan Haddad (Facebook), Bob Jung (Google, Inc.), Nico Posner (LinkedIn Corporation)
Moderator: Suleiman Bakhit Synopsis: Entering emerging markets used to be a low priority with language, culture and lack of economic opportunities adding to the reasons for staying away. Now, we see those markets as important opportunities for global companies. In this session, panelists from leading internet companies will share their experiences in entering emerging markets. How do these markets differ from long-standing, well-established markets? What has worked for these companies? What has not worked? This is your opportunity to ask questions of people who have “been there, done that” and lived to tell.
B5: Building Windows Ready for the World Speaker: Anu Arora (Microsoft)
Host: Daniel Goldschmidt Synopsis: To build Windows that will ship in over 100 languages, many of them at the same time as English, involves a world-ready engineering system. A system in which globalization, localizability and market customization is embedded in all aspects of shipping a product — its people, processes and tools. In this talk, Anu Arora gives insight into building world-ready Windows covering all three aspects. The people aspect of this includes a hub and spoke model, where a small team of experts is able to scale their expertise and knowledge to hundreds of engineers. The process aspect ensures that the world-readiness tasks are a part of the workflow during planning, development and validation phases. The emphasis on tools and automation including static code analysis, simulated localized and mirrored builds makes it easy to find defects early on and run regressions.
A6: Unicode 6 Speaker: Mark Davis (Google, Inc.)
Host: Ken Lunde Synopsis: Anyone working in internationalization today is aware of the importance of Unicode and other core technologies. This presentation by Mark Davis, cofounder and president of the Unicode consortium, will review some of the more significant recent developments in fundamental internationalization technologies and what they mean to implementers.
B6: Product Internationalization: The Pursuit for Cultural Adaptation (and happiness!), OR Transforming Cultural Challenges into Communal Channels Speaker: Talia Baruch (Copyous)
Host: Dirk Meyer Synopsis: Folks across the globe are wired differently. Therefore, it’s critical that a product designed for a local market is culturally adapted to a target locale — talks the talk, hits home and makes sense. A product mis-internationalized and misunderstood is a product unsold and a return on investment unreaped. This presentation is a roller coaster ride through potential pitfalls in the pre-natal product development process. We’ll glide over the three P’s at the frontline deployment of localized goods — product, people, process — and zoom right in on the first P: product. We’ll review contextual, visual and graphical marketing methods that boost global branding.
A7: PayPal’s Use of Global English as a Pivot Language for Localization Speaker: David Hershfield (PayPal)
Host: Andrew Bredenkamp Synopsis: This presentation will describe our transition from multilanguage content creation and localization process to a more streamlined and cost-effective approach using global English as a pivot language. The transition is a work in progress, and the presentation will focus on lessons learned regarding process, tool and organizational changes made.
B7: LinkedIn Internationalization: Small Company, Global Growth Speaker: Nico Posner (LinkedIn Corporation)
Host: Daniel Goldschmidt Synopsis: LinkedIn has around 100 million members from over 200 countries around the globe and is on a rapid growth trajectory. Yet LinkedIn is still a relatively small company compared to its global member base and increasing rank among the most visited websites worldwide. How does LinkedIn approach internationalization to maximize impact with limited resources?
A8: Bringing I18n to MT Development: Challenges, Solutions, Case Studies Speaker: Olga Beregovaya (PROMT)
Host: Adam Asnes Synopsis: The effect of internationalization planning and implementation on the subsequent software life cycle, including localization, has been well documented. Machine translation (MT) has proven to be an important paradigm shifter for the globalization industry due to significant cost reduction and faster time-to-market. However, the topic of internationalization and MT has rarely been broached. This presentation covers the particular challenges (linguistic and technical) that MT applications face and unique solutions to the challenges in existing corporate deployments.
B8: The Internationalization of Web Technologies: HTML5, JavaScript, Silverlight and Flash Speakers: Mihai Nita (Netflix, Inc.), Addison Phillips (Lab126)
Host: Michael McKenna Synopsis: Despite controversies and flame wars, these four technologies will continue to be with us for a while. It is important to be pragmatic and get familiar with the strengths and weaknesses of each stack. As it is with any good craftsmen, we need to know how to use many tools so we can choose the best one for the job at hand.
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