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Web Panel Discussion: A Look Behind the Scenes – Internationalization and Localization at Adobe and Intel

The successful release of a localized product requires expertise, resources, tools, processes and much, much more. As localization manager you are juggling multiple projects at once (and they’re all high priority; right?) and your main job is to manage the process of delivering a product that not only looks and feels as if it was created in its target language but you also need to deliver on time and within the allocated budget.

You are the person responsible for getting the job done and the following is just a short list of what’s required from you: speaking engineerish, being up-to-date on the latest publishing tools, understanding terminology management, knowing about all the tools that are out there, managing an Inbox that’s constantly overflowing, evangelizing i18n and L10n at your company; the list never ends.

On the webinar we discussed a variety of topics that may actually help you get your job done better and more efficiently.

Moderated by Chris Raulf, a 10-year veteran of the L10n and i18n industry, the panel of this online discussion features Michael Kuperstein, Localization Engineer and Internationalization advocate at Intel, Leandro Reis, Senior Globalization Program Manager and L10n & i18n Evangelist at Adobe Systems, and David Sommer, Director of Strategic Operations at Net-Translators. These longtime industry pros will discuss and share their insights on a variety of topics, including:

  • Promoting Your Department: Find out how localization and internationalization departments at companies such as Adobe and Intel are tasked to promote their services internally on an ongoing basis. Michael and Leandro will share best practices and thoughts that will help you help your company.
  • Internationalizing Before Localizing: Internationalization is a usually underestimated but necessary step before localization can start: One i18n issue that wasn’t caught before an application was localized into 35 target locales will cost a LOT of money to fix down the road. Hear how our panel evangelizes internationalization at their respective companies and why you’ll save money and time by investing into i18n upfront.
  • Building Winning Relationships: As in real life, establishing lasting and mutually beneficial relationships takes time. We’ll discuss what’s involved in building relationships with localization vendors that will eventually save you time, money and also improve the quality of the localized products.

If you’re a localization manager from the customer side you won’t want to miss this opportunity to hear what our panelists have to say about how things work at Adobe and Intel.



About the Panelists:

Michael Kuperstein

Michael Kuperstein
Localization Engineer, Global Language Solutions, Intel Corporation

Michael Kuperstein has been working deep in the trenches of many localization projects, produced in partnership between Intel’s in-house localization group and Intel business units. Michael was hired by Intel in 1996 as a software engineer, later transferring to Intel’s localization team in 2001 as the dotcom bubble burst. He wears many hats as a localization engineer, software architect, application developer, tool wrangler, speaker, group historian, and all around go-to / fix-it guy for software internationalization. Armed with a vast array of creative concepts, software tools, internal social networking sites, defect reports and screenshots, financial data, and presentations, Michael is on a mission to evangelize proper internationalization and localization at Intel.


Leandro Reis

Leandro Reis
Senior Program Manager, Globalization at Adobe Systems

One of the earliest (but not oldest!) members of Adobe’s Globalization team, Leandro Reis remembers the days when Adobe localization engineers were expected to do everything and anything to ship the localized products on time, effectively acting as localization project managers, installer engineers, release engineers and often, quality engineers and even translators. These early experiences provided him with a deep understanding of localization and its challenges.

A veteran of many localization projects (Photoshop, Illustrator, Creative Suite), at one point Leandro turned his primary focus to internationalization, as a means to resolve many of the enablement and localizability issues he often had to face.

This eventually evolved into Leandro’s launching and management of Adobe’s World-Readiness program, where he focuses his efforts to educating Adobe’s developers, quality engineers, product managers, project managers –  anyone who will listen – on the importance of world-readiness as a must for any product that hopes to achieve true global marketability.


David Sommer

David Sommer
Director of Strategic Operations at Net-Translators

David Sommer serves as Director of Strategic Operations, responsible for driving key company initiatives in process improvement, quality, and cost reduction. Previously, Mr. Sommer held the position of Senior Localization Project Manager. He joined the company in 2004.

Prior to Net-Translators, Mr. Sommer was the Marketing and Sales Manager at the Software Testing Labs of the Standards Institution of Israel. There he drove sales, participated in efforts to bring standardization to software via testing and managed the sales of the Calibration Center.

About the Moderator:

Chris Raulf

Chris Raulf, a native of Switzerland, is a ten year veteran of the internationalization and localization industry. Chris earned a Swiss Federal Diploma in Business and Marketing and traveled all over the world before settling in Boulder, CO. He is owner of Boulder SEO Marketing, a Colorado based internet marketing firm, and still enjoys organizing localization related industry events.



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