Programme

Resumo apresentação

Coffee break will start at 10h45 and be available during th round table sessions

11:00 - 11:40 - First Round 11:40 - 12:25 - Second Round 12:30 - 13:00 - Plenary - Repporting back to the audience

Translation companies diversify and add new services that buyers need. Video localization, Graphics localization, Multilingual Ad Campaigns and Copywriting, Technical Authoring, Terminology management, eDiscovery for legal, filing for Patents, Sentiment analysis, and the list goes on. New shiny offerings generate curiosity but dilute your core message. Furthermore, they need specialists and tech to grow to become profitable business units. In this presentation, we will review the list of services that an LSP can diversify into, and review the pros and cons of each one.

Rebranding is not only a shiny new logo. It involves deep strategy, and the result can transform the perception people have of your company. With this presentation we would like to share the recent experience that Translated had with one of the most innovative and strategic design firm, Frog, using Design Thinking. This technique, used by many big enterprises like Apple, revolves all around understanding the people who will use your service, and transform the way you develop services and processes to create innovative solutions. With the goal in mind that translation has to be a pleasant experience for the customer, we believed in a vision and acted as if this vision was already happening.

When it comes to branding and marketing, LSPs seem to be trailing behind other forward-thinking industries. But it doesn’t have to be that way. By taking a look at Albion Language’s success, Sarah and Alistair will walk you through which branding and marketing techniques work for us. Alistair will tell you Albion’s story. He’ll cover what their business aims were, and how they got there. Then, Sarah will explain everything from a marketing perspective, giving you the tools to implement similar strategies that’ll work for your company.

This will be a presentation that discusses the reasons for friction between sales & production, how to minimise them and use these differing points of view to develop more compelling solutions for customers. It starts at the top. Company leaders must ensure a balance between the two groups on many levels: incentives, hiring decisions and communication channels. Several examples of exceptional cooperation and outright conflict between sales & production will be highlighted based on Jessica's own and observed experiences and how the former can create new revenue opportunities and the destructive consequences of the latter.

Panel moderated by Jessica Rathke

The service design methodologies can help to design your services according to the needs of your customers so that the service is user-friendly, competitive and relevant to the customers. By re-designing your activities, communication and infrastructure there might be a possibility to radically improve the quality of your services as well as the interaction between your company and customers. This case study introduces DelinguaCX, a Delingua customer experience project. The project was launched in 2018 with the help of a professional service designer to really understand what makes customers tick and how to improve customer experience and value of the services provided in a market where someone else can always offer the service cheaper.

Designing a career path for your employees that align their personal objectives with your company development. Although we rely in our team members for our companies to excel, we often skip the most important part: implementing a bidirectional communication system where your professionals can grow together with your company. Can small companies offer an attractive career path and benefits? Could you disclose everyone´s salaries within your organization? Probably not because sometimes they are difficult to justify. In small and medium side companies, hiring packages are often done on the spot, without a proper long-term view. You know what you expect from your employees or subordinates, you spot a “model” worker when you see it but do they understand what´s expected from them to promote or to excel in their tasks? Do you offer counselling so they can amend what is not going well? Is your bonus system clearly defined and executed so it aligns company and individual objectives? Do your team members have a clear understanding of the career path you can offer them? A job description can be executed with very different results and with different approaches. In this presentation, I will share different examples of bonus remuneration schemes and why they failed or succeeded along with the design of a career path that intend to make people shine.

CEO at LeapIN

Coffee break will start at 10h45 and be available during th round table sessions

11:00 - 11:40 - First Round 11:40 - 12:25 - Second Round 12:30 - 13:00 - Plenary - Repporting back to the audience

I play a game with my 12-year-old daughter on long road trips called “Would You Rather”. The premise of the game is simple, present your opponent with two undesirable scenarios and force them to choose the lesser of two evils. The fun is in making your opponent blush. I ask her, “Would you rather have your Mom read the text messages on your phone, or see a picture of your BFF kissing your ex-boyfriend on Instagram?” Both are devastating. I am sure to win because it is an impossible choice and after a long pause she chooses Instagram on the logic that if her BFF is that disloyal she deserves to be matched with the lousy ex. The human mind is a powerful pattern-recognition tool designed specifically to analyze and solve “Would You Rather” problems. Many of the challenges we face are “Would You Rather” problems with vexing, double bind consequences like “Would you rather pay more or wait longer for a quality result?” We know intuitively that if we can identify a reliable pattern, we can create a formula to help us predict the probable outcome and then weigh the consequences to make a calculated choice. Predicting the probable outcome in advance based on a reliable pattern is the mark of cognitive maturation and is the basis of deliberate decision-making process. Predictive analysis gives us incredible foresight, which when coupled with effective action, gives us significant competitive advantage. In a typical scenario, the translation will go through an entire supply chain series of “Would You Rather” decisions made by independent individuals. As inefficient as this sounds, the supply chain model actually is the best option for this type of work because it is flexible and scalable. Solving the complexity and inefficiency of the localization supply chain is a great opportunity to bring innovation. An efficient supply chain is the main value add of LSPs, so why aren’t we looking at this? Options: 1. Let everyone do whatever they want. Unfortunately, paying for every one’s unpredictable decisions with endless rework is the antithesis of good project management. This approach is a guaranteed way to frustrate and lose clients. 2. Don’t let anyone make any independent decisions—ever! The problem here is that we can’t really control the decisions of others and it is futile to try to make everyone else’s decisions for them. This option is a guaranteed way to frustrate and lose linguists. 3. Provide guidance on the decisions making. This requires advance planning to create specifications, quality guidelines and processes. Best practice includes style guides, glossaries, and issue escalation. Good project management is critical, but not enough. Good planning must be informed by good information ahead of time. This is where predictive analytics comes into play. 4. Provide visibility for every one of the decisions others are making in real-time and allow them to adjust as they go using predictive analytics. Consider the potential synergy of a team when they have visibility and can react in real-time. We need a way to predict the quality, capacity, and behavior of the team members regardless of the variables. Enterprise Resource Planning (ERP) Solutions for Localization using Business Intelligence: 1. Resource Capacity Planning 2. Language Quality Management 3. Solutions for Onsite Interpretation 4. Future Applications – Telephone Interpretation, Segment Recommendations for Translators

The question of smaller and smaller chunks for translation has been a recurring topic every single year. While many people talk about this, especially because of the dominance of large IT enterprises in the world of translation, there are many LSPs – not only small ones – that hardly ever get an inquiry for such a continuous localization solution. This presentation, which is based on real data through interviews with LSPs and technology providers, aims to look at some of the key issues around this: – using continuous (or agile) localization as a sales tool, – how to market and sell such services, – what kind of customers are ready to buy such services, – the contracting framework, – invoicing by vendors, – providing dashboards for customers, – how to prepare to work with such customers, – vendor management techniques, – what technologies exist that can support an LSP in establishing such workflows, – what's the situation with connectors to customer systems, – can you provide such services without a follow-the-sun approach.

In today’s business environment, it’s becoming harder and harder for LSPs to compete. Cost pressure, client expectations, and the pace of technology innovation are all increasing, threatening to hinder companies’ profits and growth if they don’t keep up. Differentiating on quality claims alone is next to impossible, and new approaches are sorely needed to win. What if smaller companies could leverage some of the same strategies that top global players already use to reduce their risks, sell new services, increase trust with existing clients, and continuously educate their suppliers? Data-driven approaches to Translation Quality Management (TQM) have been at the core of tech-savvy, high-maturity, large-scale operations at both MLVs and corporate buyers for at least 10-15 years. For a long time, the significant investment required to support those approaches made this strategy inaccessible for most small and medium LSPs, as those big players relied solely on proprietary, in-house-built software tools and methodologies. However, this is changing very rapidly: standards like MQM-DQF have simplified and unified the methodology and data points, and new generation, off-the-shelf technology solutions have appeared that are very easy to deploy & use. The TQM strategy is now within reach even for the smaller players! Based on our work with Global Top-10 and Top-20 LSPs, as well as high-maturity corporate and government translation buyers, we will explore multiple ways of how your LSP could "weaponize" Translation Quality Management to help in your competitive battles: 1. sell translation quality evaluation as a new service 2. manage customers’ quality expectations with transparent reporting 3. back your brand’s quality claims by publicly sharing data 4. keep quality risk at bay when scaling your translation operations 5. increase margins by minimizing manual work of quality management 6. retain and improve your linguists through constant quality feedback Attendees will take away a diverse arsenal of tactics that will help them craft their own vision of de-risking & growing their translation business through data-driven Translation Quality Management approaches, as well as an understanding of technologies, processes, and people they need to put in place in order to execute on that vision.

Presentation based on questions asked by localization professionals in Dublin + my view on the future of the Machine Translation technology for the now and near future (2019), including fundamental changes in the task of post-editing. Areas – Overview from 2017 to 2019 – Myths around MT – Use Cases – Challenges – Suitability – Worth the investment? – Quality – Providers – The human value – Reflections about Post-Editors and Post-Editing in 2019

Presentation of the results of the 7th edition of the annual Language Industry Survey.

Udo Leinhäuser will lead the discussion on the topic: Successful search engine optimization with linkbuilding

Tetyana Struck will lead the discussion on the topic: Shaping Novice Translator's Management Skills

Andreza Pavani will lead the discussion on the topic: The hidden side of success

Marc Mittag will lead the discussion on the topic: Build or buy? How community open source can be a third alternative.