Apps go Global Conference: Program

Apps go Global Conference

Event date and location: San Francisco, CA - March 8, 2011

Sales of apps for mobile devices are experiencing explosive growth around the globe, particularly in Asia and Europe. As iOS4 and Android based devices and Facebook apps proliferate, the potential for international sales is growing exponentially.

Just like Microsoft, SAP, and Oracle before them, apps developers are realizing that the costs of developing a domestic application can be leveraged to provide significant additional return on investment from international markets.

Enter Apps go Global, a new event designed to provide strategic and tactical advice for apps developers to achieve success in global markets.

New markets await apps developers who know how to enter international markets and how to localize their products to meet the needs of customers overseas.

Apps Go Global Tuesday, March 8, 2011
9:00-9:15	Welcome/Opening
9:15-10:00	The Mobile App Developer's Guide to Global Primetime Speaker: Don DePalma (CSA)
10:00-10:15
10:15-11:00	Global Success in the iPhone and iPad Marketplace Speakers: Boyd Timothy (Appigo) & Aaron Schliem (Glyph Language Services)
11:00-11:15
11:15-12:15	Global CityVille of 100 million Speaker: Danica Brinton (Zynga)
12:15-1:45
1:45-2:30	iPhone app local marketing and China/Japan smart-phone markets Speaker: Bo Lin (iPhone Localizer)
2:30-2:45
2:45-3:30	The internationalization battle: in-house publisher team vs independent developer Speakers: Daniel Plant (Playdom/Disney) & Aaron Schliem (Glyph Language Services)
3:30-3:45
3:45-4:45	Panel: Riding the Big Wave Moderator: Ulrich Henes (The Localization Institute) Panelists: Don DePalma (CSA), Danica Brinton (Zynga) Aaron Schliem (Glyph Language Services) & Daniel Plant (Playdom/Disney)
4:45-5:00	Closing session
5:00	Adjourn
5:00-7:00	On-site social networking event with light refreshments served.
*Program is subject to change without notice.

Program Session Descriptions - March 8, 2011

The Mobile App Developer's Guide to Global Primetime

Time: 9:15 - 10:00

Speaker: Don DePalma (CSA)

Synopsis: Mobile application localization is growing in importance, but its requirements aren't the same as for desktop or web applications. In this presentation, market research firm Common Sense Advisory profiles localization best practices from budgeting to specific ways that software developers can improve their localization deliverables based on interviews and surveys of dozens of app developers. Find out how others handle different languages, cultures, currencies, and business rules.

Global Success in the iPhone and iPad Marketplace

Time: 10:15 - 11:00

Speakers: Boyd Timothy (Appigo) & Aaron Schliem (Glyph Language Services)

Synopsis: Leading iOS app developer Appigo and digital media localizer Glyph will walk you through strategies for launching your app into global markets and building a reliable international revenue base. Rev up your ambitions for global iTunes domination as we discuss:

Selecting the right target markets (and sticking with them)
Setting up and perfecting your localization workflow
Expanding your iTunes marketing with localized descriptions and keywords
Managing app updates
Extending success from iPhone to iPad and beyond

Global CityVille of 100 million

Time: 11:15 - 12:15

Speaker: Danica Brinton (Zynga))

Synopsis: CityVille is an app phenomenon. It launched in December and it already boasts 20 million daily users, half of which are coming through localization. The largest Facebook app to date, CityVille owes much of its success to international audiences. Leading the charge on Zynga International, Danica will use the CityVille case study to outline how strategically and tactically she drives the global growth.

iPhone app local marketing and China/Japan smart-phone markets

Time: 1:45-2:30

Speaker: Bo Lin (iPhone Localizer)

Synopsis:

Brief overview of China/Japan smart-phone app markets.
Localization of iPhone apps.
Local marketing of iPhone apps.
Case study: ProCamera in Japan.

The internationalization battle: in-house publisher team vs independent developer

Time: 2:45 - 3:30

Speakers: Daniel Plant (Playdom/Disney) & Aaron Schliem (Glyph Language Services)

Synopsis: With so much IP for the games and app industry being developed by independent houses, controlling the degree and method of i18n for new IP is an enduring dilemma. One way or another, though, global publishers need to find ways to enable efficient and cost-effective localization on new IP.

In this session social games leader Playdom (Disney Interactive Studios) and digital media localizer Glyph will debate the strengths and weaknesses of two rather different approaches to managing the way IP acquired from third parties can be internationalized.

Option 1 - Developer Owns Internationalization: Defining i18n requirements and prodding/pleading/praising to get developers to implement consistently.

Option 2 - Publisher Owns Internationalization: letting developers do what they will and developing an internal set of resources and expertise who can convert IP to an i18n architecture.

Come to join in on the debate. Great opportunity for independents to see how their i18n choices can give them a leg up when dealing with major publishers!

Panel: Riding the Big Wave

Time: 3:45 - 4:45

Moderator: Ulrich Henes (The Localization Institute)

Panelists: Don DePalma (CSA), Danica Brinton (Zynga) Aaron Schliem (Glyph Language Services) & Daniel Plant (Playdom/Disney)

Synopsis: Them are some mighty big waves the apps developer community are riding and even bigger ones called Android Tablets, Windows 7 Mobile, HP Palm, iPad2, are peaking over the horizon. Great opportunities abound, and not surprisingly so do risks. How do we make sure that unlike during the gold rush, it is not the people supplying the miners will be making the real money?

In this discussion a leading analyst, an international business executive, a major developer, and a localization expert compare notes on strengths, weaknesses, threats, and opportunities for the apps scene in the year ahead.