seoul conference - marketing presentation
TRANSCRIPT
Open Interconnect ConsortiumMarketing Communications Overview
Guy MartinSenior Strategist/Head of Digital Marketing
@guyma, @OpenInterConn
Agenda
• Brief Market Background/Challenges
• OIC Marketing Strategy & Value Proposition
• Marketing Working Group Overview– Digital Marketing Strategy– Events Strategy
• Getting Involved
IoT – The Market & Challenges
IoT - Bigger Than Mobile, Tablet, & PC Combined
• Driving new user experience demands
• New technology and “smart” old infrastructure
• Touching everything in our lives
• IoT is a global opportunity
4
Internet of Things Market
• Significant Market Opportunities – Device/Sensor Makers– Consumer Electronics– Software Developers– Infrastructure (Cloud) Providers– Service Providers
Internet of Things Market
• Driving Connected Decisions– Connecting Things is only the first step– Intelligent Decisions/Actions is the key– Software is a key enabler
Internet of Things…
…“$1.7T in products & services by 2020”- IDC
Internet of Things…
…“$300B in products & services by 2020”- Gartner
How will developersbuild the services & appsthat talk to the devices?
Internet of Things Challenges - INTEROPERABILITY
• Different devices/capabilities– Micro (no screen, embedded, etc.)– Mini (wearables)– Standard (mobile devices, tablets, etc.)– Macro (SmartHome collections, Cloud, etc.)
Internet of Things Challenges - INTEROPERABILITY
• Different operating systems
• Different network protocols
• Different vendors– How do you differentiate products?
• Different silos/vertical markets
Internet of Things Challenges – USER ACCEPTANCE
• Security
• Data privacy
• Different user expectations– Techie/Expert– Average User– Corporate/Enterprise User– Industrial User
OIC Marketing Strategy&
Value Proposition
Addressing the Challenge of Communications
Make it easy for devices to connect and interoperate - regardless of vendor, OS, hardware, or vertical market
= Interoperability
Standards Open Source Project
Certification
How OIC Works in Standards & Open Source
• Specification Development
• RAND-Z IP policy
• Reference Implementation
• Apache 2.0 License
OIC Certified Products
Hardware & Applications
OIC Value Proposition
A common standard & open source software platform that delivers “just-works” interconnectivity for developers, manufacturers and end users.
IndustrialSmart Home
Healthcare
Security
Device manageme
nt
Group manageme
nt
ProtocolBridge/GW
Messaging StreamingDiscovery
ID & Addressin
g
CRUDNCommon
Resource Model
…
Wi-Fi BT/BLE Thread …
VerticalProfiles
Baseline Functionality
Connectivity
OIC Interoperability & Certification
• Full interoperability from the connectivity layer up to the service layer is the only way to truly guarantee a satisfactory UX
• Interoperability at the Connectivity and/or Platform layer only provides partial interoperability which can ultimately lead to fragmentation
Vertical Services
Platform
Connectivity
Vertical Services
Platform
Connectivity
① Connectivity LevelInteroperability
③ Service Level Interoperability
Vertical Services
Platform
Connectivity
Vertical Services
Platform
Connectivity
② Platform Level Interoperability
Vertical Services
Platform
Connectivity
Vertical Services
Platform
Connectivity
Marketing Workgroup Overview
Marketing Work Group Charter
The Marketing Work Group provides strategic communications, public relations, events and member relations support for the OIC.
Organizational Structure
20
Ramzi Al-harayeriAtmel
Work Group Chair
Guy MartinSamsung
Kelly McGuiganEyeball Networks
Digital Media Task Group
Public Relations Task Group
Kim LewisIntel
Dave BrennerIntel
Events Task GroupBranding Task
Group
Open
OIC Digital Marketing - Social momentum – Q1 2015• Since December, OIC social channels have seen a:
– 126% increase in Twitter followers– 8600% increase in Facebook followers– 2700% increase in Google+ followers– 11100% increase in LinkedIn followers
• OIC and IoTivity mentioned on Twitter 2,724 times between December and February, reaching a potential audience of 9.5 million Twitter users
• Top Twitter influencers include:– Chris Preimseberger, eWEEK– Michael Wolfe, NextMarket Insights– Tom Kerber, Parks Associates
OIC Digital Marketing - Social momentum – Q2 2015• Since March 1, OIC social channels have seen a:
– 44% increase in Twitter followers (441 followers)– 75% increase in Facebook followers (150 followers)– 70% increase in Google+ followers (46 followers)– 81% increase in LinkedIn followers (203 followers)
• OIC and IoTivity mentioned on Twitter 586 times between March and May, reaching a potential audience of 1.4 million Twitter users
• Top Twitter influencers include:– Alex Wilhelm, TechCrunch– Rob Pegoraro, Yahoo Tech, USA Today– Junko Yoshida, EE Times
Event Task Group – Roles and Tasks
• Drive single capture process for all events both Iotivity and OIC• Support event identification, selection, prioritization and
consolidation
• Coordinate / synchronize with member company activities• Promotion, leverage, content
• Provide planning, resourcing and execution support as needed• Booth / pavilion staffing • Speakers (keynotes, panels …)• Technical support (hackathons)
• Demo requirements
• Social media / digital marketing interaction and leverage• Content, timing, messages, etc.
Event Targeting and Selection
Sponsored ($$)
1. Open source developer events as requested by IoTivity
– e.g. Linuxcon …
2. Other developer events that can leverage IoTivity
– IoT World, First Build,…
3. Business / industry events– CES, IFA, IoT World Congress…
Participatory / Reciprocal (“Free”)
• IoT Conferences– Keynotes– Panels– Technical sessions
• Hackathons
• Member hosted
• Liaison partners– WFA, IIC, BT SIG …
Getting Involved
OIC Membership Value Proposition
• Be part of a strong & growing OIC brand
• Leverage broad ecosystem of compatible vendors
• Benefit from a strong and robust IPR policy
For More Information
http://openinterconnect.org
http://iotivity.org