Presentation Descriptions

Thursday 15 April





Friday 16 April






Thursday, 15 April


Google Translation

Michael Galvez & Jeff Chin-Google

In this presentation, Jeff Chin, product manager for Google Translate, and Michael Galvez, product manager for Google Translator Toolkit, will discuss the history, motivations and key features of Google's translation products. In 2001, Google launched Google Translate, which supported automatic translation between five languages, and Google in Your Language, which enabled volunteers to bring Google services into local languages. Nine years later, users helped translate Google Search into more than 120 languages, Google Translate automatically translates between 51 languages and in 2009 Google released Translator Toolkit, a CAT tool that supports over 10,000 language pairs. Throughout their talk, Jeff and Michael will discuss how translators can use leading-edge technology to create more content worldwide.

Sales Workshop

Selling Translations®: Selling is Telling; Asking is Buying!

Doug Lawrence-Amicus TransTec Ltd.

Effective communication is the key to successful selling. Listening and asking the right questions is what sets the high achieving sales staff from the ‘also rans’.

This one-day Selling Translations® workshop will look at the effective sales communications. Tutor lead instruction will be mixed with group activities, individual quizzes and an opportunity for you to exchange ideas with your peers.

Topics will include:

  • Listening
  • Expressing benefits
  • Asking and answering questions
  • Communicating and nurturing with existing clients
  • Client profiling and qualifying
  • Effective communications in action: telesales, face to cafe meetings and compelling quotation

After the workshop delegates will be able sell more effectively by communicating differentiating client benefits, and close larger accounts using consultative sales techniques, listing and asking the questions.

The target audience is translation company owners, managers, sales directors and anyone involved in selling in the translation industry.

All delegates will receive a pdf copy of the workshop notes and a certificate.

Innovation Track

Telephone Interpreting and the Future of On-Demand Communication

Gene Schriver-GLOBO

What do you do when someone calls and speaks to you in Swahili? When someone instant messages you in traditional Mandarin? When you are on holiday in Vietnam and you cannot read a menu, or you have to go to the hospital in Peru? You work in the language industry, and you still feel helpless? Many dream of a day when we can all communicate across languages, through any medium, instantly. And though telephone interpreting services have allowed government, healthcare workers, companies and others quick and easy access to live interpreters for over two decades, these services had been offered mostly in English-speaking countries, and had failed to make any significant innovations for years. Recently, there has been major development not only in the breadth of language pairs and countries in which telephone interpreting services are offered, but in the mediums in which language services can be accessed as well. Cross-language email, instant message, text, telephone, face-to-face and video communication can now be achieved immediately and easily by accessing a vast global network of linguists via phone, computer, mobile and web-enabled devices. This session will explore the advent of new instant language communication systems, the ways in which they are employed, the settings in which they can be used, quality and standards, and the opportunities and challenges to this emerging sector of the industry.

QA: Speak with Data

Geert Benoit-Yamagata

How would a plant manager of a Toyota factory manage a translation operation?

How would a quality manager at a Sony manufacturing site look at the deliverables of our industry?

They would simply quote Mr. Imai, the guru of Kaizen and Japanese Quality Management and say: “Speak with Data”.

In other words, they would request quality metrics from the translation team operations managers; no subjective assessments but objective data.

In this short session, Geert will, therefore, not review the known standards SAE J2450, EN 15038 or the LISA QA model. And nor will he ask the audience: “Is translation quality measurable?”

What Geert will do is show how Yamagata is measuring quality using world manufacturing standards and QA Distiller™ of course.

Google Translate and Google Translator Toolkit

Michael Galvez & Jeff Chin-Google

In this in-depth presentation, Jeff Chin, product manager for Google Translate, and Michael Galvez, product manager for Google Translator Toolkit, will provide detailed demos of Google Translate and Google Translator Toolkit. Jeff and Michael will provide real-world examples of projects running on Translator Toolkit, as well as best practices on how translators and agencies can use Google technology to translate faster and better.

Creating the World's Largest Translation Memory

Marco Trombetti-Translated

MyMemory is a fast growing free collaborative translation memory that combines translation memory and machine translation. Today MyMemory contains over 5 billion words and serves hundreds of thousand segments per day. Technical challenges and barriers to collaboration will be discussed. The presentation will show how LSP and translators can benefit from machine translation in a standard translation workflow.

“Is the software on the other side of the fence really greener?” Tools Track

Moderated by: Renato Beninatto-Milengo

LSPs are bombarded with offers from different software vendors who have solutions for all the requirements of every translation company. On the other hand, final clients keep asking for projects in Trados or Across or Idiom. Do you have to have all the solutions? How are other LSPs dealing with the technology challenge?

For this track, instead of asking for software vendors to sell their products, we have invited European LSPs to share their experience with different software solutions available in the market. The presentations will be short and structured with a focus on practical issues. Come hear from the users what they like, what they don't like, and how they transitioned into their products from other solutions.

I use Across

Joaquim Alves-JABA-Translations


Christian Schwendy-Gemino

I use GlobalSight

Sultan Ghaznawi-YYZ Translations


Diane Hanghøj Rohde-OnLine Translation

I use Worx

Manuela Simonetti-ILT Group


Katalin Orbán-Afford

I use XTRF

Konstantin Listratov-Global Link

Project Open

Udo Leiteritz-Think Global

Friday, 16 April


Interactive and Facilitated Networking

Eszter Avar-Corporate Values

This is networking at its finest. The activities are designed to allow you to introduce yourself to people you haven't already met, discover something new about people you do know, and discuss issues that are important to you. ELIA provides the opportunity and means, it is up to you to make the most of it.

Come on time and bring business cards.

Leadership Workshop

Situational Leadership:
How to manage and lead different individuals with different levels of skills, attitudes and motivation

Eszter Avar-Corporate Values

"There's nothing so unfair than the equal treatment of unequals."

Small businesses are in constant change and so you, the boss must be adaptive. Organisations need strong yet flexible leadership. The theory and practice of situational leadership allows managers of small businesses to adapt their leadership style so that it fits every employee’s current level of motivation and skills.

During our workshop participants will learn how to increase their team’s performance and motivation by applying the structured but flexible techniques of situational leadership.

We are believers in experiential learning - there will be no lectures and long talks about theory. Instead, participants can try themselves out in simulation exercises, role-plays which provide good models of some of the most common leadership dilemmas. The exercises lead to detailed discussion and analysis, during which trainers and participants share best management practices and generate new ideas that you can implement in your own business straightaway.

NOTE: Because this workshop is so interactive it is important to maintain a high instructor/student ratio, therefore this workshop is limited to 11 persons. Any additional registrants will be put on a waiting list in case of cancellation OR, if there are 5 or more persons on the waiting list, we will bring in another instructor from Corporate Values.

"How-to..." Track

How-to use Kompass and Coface Services for More and Reliable Clients

Belgin Tavil and Leyla Zerger-Kompass Turkey

Over the past 60 years Kompass has built up an international network of publishers collecting and supplying company information. Today Kompass offers an global B2B information database containing in-depth information on 2.7 million companies in more than 60 countries worldwide. This is based on a unique classification system listing over 57,000 products and services, in all sectors of industry and economic activity. As a result, Kompass has achieved international acclaim as both a source of contacts for purchasers seeking suppliers and as an equally valuable marketing tool, enabling sellers to target clients.

How-to use Google Apps

Daniel Goldschmidt-Localization Flow Technologies

In this talk we will learn what is Google apps and how small businesses can benefit from:; Sharing and collaboration of mail, calendars, documents and more. We will cover how to set up Google apps quickly and defiantly. We will discuss the different versions of apps, the benefits and the limitations.

The talk aims to self-employed and owner of small businesses.

How-to use Social Media for LSPs: Where to Start

Rina Ne'eman-Rina Ne'eman Hebrew Language Services

Facebook, LinkedIn, Twitter, Blogs, Constant Contact and more. The onset of social media means a quantum change in how LSPs and translators market their services. This session will help you to successfully embrace this change and learn how to harness the power of the new social media and incorporate it into your marketing mix, in order to reach new markets, expand your visibility and build your brand.

Geography Track

The Competitive Edge of Turkey in Global Localization Services

Moderator - Isin Bengi-Oner, diye GC
Burak Gocmen-ES
Dilhun Derya Hacikulaoglu-IBM
Mete Ozel-Mirora
Rafet Saltik-Referans
Tolga Secilmis-Bircom
Haluk Sicimoglu-BBDO Turkey

Would it be surprising to hear that Microsoft is running 79 countries from Istanbul and is making the best of the dynamic, versatile, young and high-quality workforce? Or, did you know that General Electric Healthcare is covering 80 countries and managing 12 direct operations from its headquarters in Turkey? Or do you know that global technology companies like Oracle, are increasing their investments in Turkey?

Well, it is common to use the metaphor of Turkey bridging Europe and Asia, with Istanbul especially having one foot on the European continent and the other on the Asian. It has started to become common to see Turkey as a bridge to the Middle East and to Africa as well. It is again common to hear people saying that the strategic location of Turkey makes it a perfect investment environment. We also hear that the young population of Turkey with its dynamic workforce makes it interesting for foreign business.

What does this mean? To some perhaps increase in the number of incoming tourists, to others boost in exportation or importation figures, technology included, or yet to others growth in foreign investments in Turkey. But to some others like us, it is a significant sign of a need for translation, localization. And as a follow up, the need for relevant language technologies and for technology training, for translation standards, for language, translation and technology associations all building solid platforms for exchange of know-how and for local/global networking.

In this interactive workshop the aim is to bring together the actors of the translation sector in Turkey, local and global, speak about its competitive edge in global localization services. Among the speakers will be managers from MLVs, from global business side, from local corporations going global, from language technology producers. This workshop will investigate and foreground the competitive edge of Turkey in global localization services. Time will be spared for interaction between the speakers in the workshop and the audience.

Taxation in Europe

Tamara Nadeje-Milengo

There are a number of investments and strategies translation agencies consider in order to excel competition – investments in newer technology to reduce translation costs, optimizing process flows to reduce overheads etc. But what about any factors that translation agencies have little influence on, e.g. tax or Government regulations? Taxation and statutory requirements are often aspects known to burden corporations of any size. How much weight should a business give to location pertaining tax reliefs and incentives? Are there any fiscal advantages to set up shop at a specific location? Do tax havens exist? This workshop will give an overview of taxation in Europe, introduce the concept of fiscal benefits on the example of Malta, and briefly looks beyond fiscal aspects a business should consider when choosing the right location for them.

This presentation lasts for two sessions.

Sponsored Presentations

Educating Customers for a Better ROI

Rafet Saltik-Referans
Plantinum Sponsor

Apart from many other things, during my 27 years in translation industry, I have met many unsatisfied customers who are complaining from translators. At the beginning, I used to think complaints came from the translator. Now, I reply them with a smile in many cases. Is a complaining customer solely cretead by the translator or are there some other facts to bring the customer to a complaing stage? What solutions are there to obtain the best return of investments?

I am really looking forward to sharing some interesting experiences of mine with listeners. I am sure listeners will also have individual experiences to add as well.

The Certified Localisation Professional Programme (CLP)

Patricia Muñoz Tavira-TILP

In this talk TILP invites you to find out what is the TILP Certified Localisation Professional Programme (CLP) and to contribute to the development of its next phase. Training and professional certification are key issues for the localization community. The CLP program has been offered by TILP since September 2004. A large number of organizations and trainers have been accredited, and many individuals have been certified. In 2008, TILP ran CLP Level 1 blended-learning courses for 88 participants at ten locations worldwide. In 2009, TILP attracted 137 students at thirteen locations worldwide. These courses were developed by the localization community and supported by organizations such as Alchemy Software Development, SDL, SDL PASSOLO, and MultiLingual Computing, Inc. TILP is already planning the development of level 2 and level 3 courses with the support of the Centre for Next Generation Localisation. This TILP CLP talk will introduce the CLP program to participants and invite them to contribute to this localization community-driven effort.

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