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You've talked a lot about technology. What issues will you be covering at the LISA Forum?
Anobile: We shall be addressing the introduction of tools that work for the Japanese language and that can assist the Japanese localization process. Very definitely you have high-end machine translation; the Japanese have demonstrated distinct capabilities in this area. But whether or not these are applicable to today's localization process has yet to be determined. Quite frankly, I don't think so.

However, the introduction of tools that have proven themselves in a Western environment and are readily adaptable to the Japanese software market can add considerable value in terms of reducing costs and assuring a certain quality level. By such, I mean tools like Star Transit, Trados Translation Workbench, and proprietary tools from companies such as Alpnet/Accent, Asia Rain, Berlitz, and Corel. These companies have the facility to support localization at all levels, whether we are talking about translation memory or character support. This is very important to putting out a cost-effective product.

That sounds like a lot for one conference.
Anobile: That is why we will have a separate Executive Round Table aimed specifically at senior management. This will address the strategic outlook for localization in the participants' respective companies.

In our experience, it is highly productive to bring together senior managers from the supply, demand, and development areas of the business, and to put them in an "off the record" environment where they can discuss the issues that concern them. You get very high quality results in a very short space of time. Everyone is forced to evaluate their own resources and skills more closely, while at the same time learning what their potential customers or partners will be looking for over the next six to twelve months. What may be different this time in Japan is the degree of willingness on the part of Japanese managers to speak as openly as their Western counterparts. We intend to address this by having facilitators who not only speak both Japanese and English, but who are also sensitive to the Japanese culture and the Japanese market.

The benefit for Japanese managers who participate is obviously firsthand experience of a different environment. The LISA Executive Round Table offers a chance to observe Western managers live. This is important, since if Japanese companies want their localization business and departments to thrive, they may begin to see a necessity to modify certain aspects of their behavior. Equally, we expect that Western managers will be able to capitalize on the contributions that their Japanese counterparts make. The Round Table will help them understand not only the market but also the process behind it, and Japanese management style.

Why is this so important?
Anobile: The localization industry is changing to a global business model. There's been considerable external investment and an influx of management expertise; this is reflected not only in Europe and the Americas, but in Japan as well. Core competency companies such as JLS and Pacifitech are being purchased; other companies, such as ITP, have set up subsidiaries here; and technology providers such as Trados, Star, and Lernout & Hauspie are also making big investments.

At the same time, the entire industry is moving away from the software development paradigm and towards one based on virtual manufacturing. The Web will increasingly become the medium of choice for developing and delivering products for a global audience in a cost-effective manner. It is the highway to leverage technology, deliver products, and interface with the client.

And this means, in turn, that the supply and demand sides of the industry will have to work much more closely together than before. LISA members, who represent many of the biggest and most advanced companies on both sides of the business, will have much to offer.

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