The document provides an overview of the Welocalize LocLeaders Forum 2015 event held in Silicon Valley, which brought together localization leaders to discuss trends and strategies. It includes summaries of presentations on predictive analytics, disruptive economics in localization, changes in software localization, and using data and dashboards to make better decisions. Quotes from attendees praise the quality of discussions on engaging translators, the importance of data, and the growing diversity of companies focusing on localization. The summary concludes with an anecdote from a participant about a strategy challenge game at the event.

1. GAME
CHANGERS
FALL 2015 | SILICON VALLEY
PREDICTING
THE FUTURE

2. LOCLEADERS
2015

3. LOCLEADERS
G A M E C H A N G E R S
Welocalize LocLeaders Magazine is representative of the collective experiences and words from guest
panelists and invited guests who attended LocLeaders Forum 2015: Game Changers in Silicon Valley.
We assembled several guest blogs into insightful articles, along with quotes from localization leaders
who attended this exclusive event at Levi’s Stadium in Santa Clara, California. The goal of all
LocLeaders Forums is to bring peers together to share, collaborate, debate and exchange ideas with
each other on how to move us all forward.
Thank you to all of those that joined the conversation. We hope you enjoy the collection of
informative stories as much as we did in bringing them together in our semi-annual publication. Louise
Law and Molly Allen Barbour, Welocalize

4. PREDICTING
THE

5. The Welocalize LocLeaders Forum 2015 in Silicon Valley was a big success. Attendance was at its
highest level ever. Many industry leading companies were in the audience and the presentations
throughout the day were insightful and thought-provoking.
I kicked off the day with a presentation titled "How to Predict the Future." I described my vision
around predictive analytics and why I believe that it will fundamentally change how localization
programs are organized. READ MORE & WATCH THE VIDEO
Smith Yewell, Welocalize CEO
FUTURE
C O R E T E N E N T S T O M Y V I S I O N :
1. The Internet of Things (IoT) both enables & drives
the need for a new localization paradigm
2. Some of fundamentals of the Uber car service model
can also be applied to our industry
3. The “black box” localization model of years past
cannot keep up with the today’s business velocity
3

6. At the Welocalize LocLeaders Forum 2015 Game
Changers event in Silicon Valley, Chris Grebisz, Chief
Innovation Officer at Welocalize, led the afternoon
session, Game Changing Disruptive Economics, with the help
of panelists Andy Jacobson from Blackboard and Loïc
Dufresne de Virel from Intel. In this blog, Chris summarizes
some of discussion highlights.
The overall thesis on the subject of economic models in the
localization industry is that existing economic models have
stayed relatively static, while the demand and expectations
for global products and services have changed radically. The
language of products have changed dramatically which
means we can no longer be too utilitarian about our approach
to translation and localization. End-users and translators can’t
experience separate pieces of content or digest disjointed
information. They need to be able to join the dots to create
an overall experience.
One of the themes that ran through LocLeaders and
Localization World 29 was the fact that localization now deals
with customer experience. Organizations don’t build products
anymore, they build customer experience. There’s no finite
start and finish point for each interaction. The overall
customer experience cycle is continuous and this impacts the
localization model. It’s all about engagement now and
adapting our economic models to fit customer and translator
engagement. READ MORE
Chris Grebisz leads Welocalize's Innovation team, with
responsibility of bringing customer-centric solutions to
market that help global organizations achieve their
business and customer experience goals.
Disruptive economics
in the Localization Industry

7. The bottom line: How much effort and money should it cost to achieve ship-able quality after the
translation stage? Why can we not just translate and ship? I heard many interesting discussions at
the Welocalize LocLeaders Forum 2015 event including how different clients interpret the
translation tasks within a workflow and the evolving relationship between clients and translators.
READ MORE
Simon McManus
Localization Manager
Motorola Mobility
Compensate Translators Based
on Revenue, Impact & Experience
Changing Economic
Models in Localization

8. Derek McCann recently joined the Welocalize senior leadership team, having spent more than 20
years successfully managing many Microsoft localization programs and most recently, as head of
localization for Microsoft Windows®.
At the Welocalize LocLeaders Forum 2015 event, held at the Levi’s Stadium in Santa Clara, California,
Derek was a featured guest speaker, sharing his views on the topic of Game Changers in
Globalization. In this blog, he details some of the significant and disruptive influences that are
shaping the industry today and in the future.
READ MORE
Derek McCann, Chief Customer Officer, North America, Welocalize
Six Game Changers
Globalization & LOCALIZATION
TRANSLATION&LOCALIZATION
ISNOTAUTILITY
MTISPARTOFOURLIVES
#1 – GAME CHANGER:
#2 – GAME CHANGER:
#3 – GAME CHANGER:
BEAGILE

9. #4– GAME CHANGER:
THE SUPPLY CHAIN &
IN-CONTEXT REVIEW
OUR END-USERS
TALK FREELY
BIG DATA
#6– GAME CHANGER:
#5– GAME CHANGER:
LOCLEADERS
GAME CHANGERS

10. On a sunny autumn day in October 2015 during LocWorld29 week in
Santa Clara, California, 75+ localization leaders spent the day
together at Levi’s Stadium for the Welocalize LocLeaders Forum 2015
event. During a panel discussion moderated by Welocalize’s Daniel
Gray, he posed a series of questions with a themed backdrop of
“Creating your Playbook with Data,” with two questions posed to the
Autodesk participants on the panel:
1. Frequency of real-time data to influence decisions?
2. Dashboards – do you have them and, if so, how are they used?
The following blog explains how we used ‘right-time’ data from our
existing dashboards to follow the sun and build rock solid teams
across the globe. READ MORE
Jennifer Johnson
Senior Manager of Localization Services
Autodesk
UseRight-TimeData&
DashboardstoBuildRockSolid
GlobalTeams

11. If you have been in the industry a long time, you probably remember the old
way to estimate the cost of a software localization project running on Windows,
ballpark $1/word, along with the usual discussions around content 90%
complete, or even the notion of a UI freeze. You also know that today, this
simplistic approach no longer applies as our environment has changed
drastically. Here are a few thoughts about changes in software localization, and
their potential impact. READ MORE
Loïc Dufresne de Virel
Localization Strategist, Intel Corporation
MOBILE
Agile
Integration Automation
User Experience
Disruptive Changes in Software
LOCALIZATION THEIR IMPACT

12. At the core of the LocLeaders discussions on
disruptive economic models was how we
change our approach to the role of translators
and QA resources. Translators must be a part
of the whole content creation and localization
process to achieve future success. It is no
longer just a linguistic process or completing a
set of translation tasks. READ MORE
Andy Jacobson, Senior Director for UX
Operations, Blackboard
Get Translators Engaged in the
WHOLE LOCALIZATION MISSION

13. “To deliver content that has the desired impact,
translators and reviewers need to have access to
information about the company, products and
services to ensure translations are in-context. By
knowing more about the bigger picture, translators
and reviewers will feel more committed and an
integral part of the whole team. It is a fantastic asset
to have in-context information, available as part of
the technology stack. It saves time, money and
improves quality. Thanks to Welocalize for another
great LocLeaders event and for driving some really
leading-edge discussions.”
Ellen Bruseker, Globalization Language Services
Manager, Intuit
“To help us make better decisions for all our
global users, we are putting a big focus on
data as part of our overall localization
program. You can have all the data in the
world but if you can’t present it in a relevant
way, you’re wasting your time. Good
dashboards are important as they
consolidate information about usage,
behavior and the quality and status of each
locale and they help the localization team
make better business decisions.”
Meredith Wright, Localization Manager,
Netflix
"Using intelligent data as part of the
strategic decision-making process for
any localization program is crucial for
future success. Identify and form
alliances, such as sales and marketing
teams, web masters and other useful
resources in the organization to
obtain actionable data points. Having
readable data points and access to
intelligent proactive and reactive data
enables intelligent localization
decisions.”
Lingchuan Chen, Localization Vendor
Manager, Google
“The most visible change for me at
Welocalize LocLeaders Forum 2015
in Silicon Valley was the diversity of
attendees. There were many new
faces, from ambitious technology
startups to enterprises in new
verticals. And the people
representing these companies were
just as broad -- from roles in
customer success function to UX
experts. The diversity underscores
the growing awareness and need of
companies to think strategically and
tactically about their business and
how they engage with a global
audience."
Tuyen Ho, Senior Director of
Corporate Development
at Welocalize and member of the
Localization World Advisory
Committee
THE BUZZ

14. GAME TIME STRATEGY CHALLENGE
L O C A L I Z A T I O N S T R A T E G Y H O T S E A T
BY MIMI HILLS
DIRECTOR, PRODUCT GLOBALIZATION, VMWARE
There we were at the front of the room at Welocalize LocLeaders Forum. The session was Game Time
Strategy Challenge! Two teams faced off, each team containing three localization managers. A series of
quick fire questions were posed on various localization topics, giving us minutes to formulate a strong
response. Each team’s response was presented to the LocLeaders audience for them to vote on, with the
hope that our strategy would win the vote against the other team. It was just a game, but of course, we
took it very seriously as we brainstormed our answers. You don’t pose localization challenges to a team
of localization professionals without creating fierce competition. READ MORE
LOCLEADERS
W E L O C A L I Z E L O C L E A D E R S

15. CREATING
WITH DATA
aPLAYBOOK
Huw Aveston is Managing Partner and Commercial Director at Traffic Optimiser, provider of
multilingual SEO, SEM and digital marketing services for global brands. Traffic Optimiser is one of
Welocalize’s strategic partners and Huw participated as a panelist in the LocLeaders discussion,
“Creating a Playbook with Data.” Global marketing and localization teams often need to work closely
together and in this blog, Huw takes us through some of the jargon and acronyms commonly used by
marketing departments to monitor and measure the performance of global campaigns. READ MORE
Huw Aveston, Managing Partner & Commercial Director , Traffic Optimiser
TOP10ONLINE MARKETING ACRONYMS:
CPC = COST PER CLICK
CTR = CLICK THROUGH RATE
CPA = COST PER ACQUISITION
CPL = COST PER LEAD
CR = CONVERSION RATE
PPC = PAY PER CLICK
SEO = SEARCH ENGINE OPTIMIZATION
SEM = SEARCH ENGINE MARKETING
ARPU = AVERAGE REVENUE PER USER
AOV = AVERAGE ORDER VALUE
CLICK HERE to see what they mean &
the content in which they are used.

16. The theme of Welocalize’s LocLeaders Forum event at the Levi’s Stadium
was Game Changers. The sheer quality and prime location of the event
meant significant global organizations were in attendance, sharing valuable
insights on topics of data to drive localization decisions, economics, the
future of our industry and the pending disruption that will drive us all to
think and “act” differently. Big global brands and start-ups were open
in sharing challenges and best practices, keeping the conversations
forward-thinking. READ MORE
Louise Law
Global Communications Manager
Welocalize
Localization World Conference 29
Welocalize’s LocLeaders Forum
2015: Game Changers read more
TOP 5 highlights
#2 it’s not just
about words
anymore
#1 predict
the future
#3 your revenue
today is not your
revenue tomorrow
#5 client stories
keep it real
#4 localize in
context

17. This year’s LocLeaders Forum 2015 event, which took place in Silicon Valley, had
an amazing turnout. There were many localization experts from global brands,
across various industries, in attendance. Not only did our established clients and
colleagues join the conversation, there were several new attendees from a wide
variety of ground-breaking companies. The participants came from established
and emerging sectors, all at different stages of localization maturity. Many
newcomers to the Welocalize LocLeaders Forum noted that the sessions were
inspiring and they felt it was a great way to meet others who had similar
challenges and opportunities to help their organization achieve their respective
business goals. READ MORE
Monique Nguyen, Regional Enterprise Sales Director, Welocalize
voicesofthegamechangers

18. Implementing a localization strategy for an international company with a well-
known global brand can be challenging. Due to the variety and volume of content,
whether product, sales and marketing, technical, training, user information and
social content, there is a wide range of people, skills, processes and technologies
involved in the successful delivery of localized content to target global markets.
To ensure success, localization managers and product owners must align activities
to the overall corporate objectives and goals that drive the whole organization.
Expanding global reach and further penetrating existing markets is often a key
business objective and it is important for localization teams to be fully aware and
plugged into these corporate goals. READ MORE
Salvatore Giammarresi, Head of Globalization, PayPal
ALIGNING LOCALIZATION GOALS
TO GLOBAL BUSINESS STRATEGY

19. GAME CHANGERS

20. F
g ivt l
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LOCLEADERS
GAME CHANGERS