d6.2.1 ecosystem development plan

CIP-ICT PSP 2012 Call 6

CIP project number 325195 Project duration: Dec 2012 – Dec 2014

Strategic Objective: 5.2 website: www.mobicloudproject.eu

Mobile Business Cloud Application Platform

Document Identification

Deliverable

ID: D6.2.1

Deliverable

title: Ecosystem Development Plan

Release number/date: v1.0 26/04/2013 Checked and released by: Xavier Aubry

Key Information from "Description of Work" (from the Contract)

Deliverable Description The plan will list the upcoming dissemination activities through a variety of

channels (social media, newsletters, webcasts or industry seminars, etc.) and

their results (development of the MobiCloud ecosystem).

Dissemination Level PU

Deliverable Type R

Revised due date

(month number/date)

Month 05 / 30.04.013

Other Documents/Items forming part of this deliverable

Annex Identifier Document name Content of the Annex

Annex I List of articles published A list of articles published online or in hard copy

Annex II Tradeshows & speaking

events

A list of speaking engagements or tradeshows attended

Annex III KPI measurements Updated KPI measurements

Annex IV Partner contacts A list of active contacts at industry organizations and

publications

Authorship & Reviewer Information

Editor (person/ partner): Jason Scott, COMIT

Partners contributing COMIT

Reviewed by (person/

partner)

Xavier Aubry, Appear

http://www.mobicloudproject.eu/

D6.2.1 Ecosystem Development Plan

Last printed 4/26/2013 3:45:00 PM of 29

Release History

Release

number

Date

issued

Milestone* Release description /changes made

0.1 13.02.2013 TOC proposed First internal release by Jason Scott

0.2 19.02.2013 TOC approved Revision by Xavier Aubry

0.4 25.02.2013 Intermediate

proposed

Second internal released by Jason Scott


reviewed

Revision by Xavier Aubry


reviewed

Internal release with additional comments for discussion

by Jason Scott

0.8 20.03.2013 ER proposed by Jason Scott

0.9 04.04.2013 ER revised Revision by Jason Scott following comments by Xavier

Aubry

0.98 05.04.2013 ER approved Final version distributed to partners for formal approval

1.0 19.04.2013 ER approved Revision by Jason Scott with minor changes and additions

based on partner feedback

* The project uses a multi-stage internal review and release process, with defined milestones.

Milestone names include abbreviations/terms as follows:

TOC: Table of Contents (describes planned contents of different sections)

Intermediate: Document is approximately 50% complete – review checkpoint

ER: External Release (i.e. to commission and reviewers);

proposed: Document author submit for internal review

revised: Document author produce new version in response to comments

approved: Internal project reviewer accept the document



MobiCloud Consortium

MobiCloud (Contract No. 325195) is a project within the CIP-ICT PSP 2012 Call 6 Framework,

Priority 5.2 (Mobile Cloud for Business Applications). The consortium members are listed below.

Appear (Project Coordinator)

16451 Kista, Sweden

Contact person: Xavier Aubry

Email: [email protected]

Nettropolis

76646 Bruchsal, Germany

Contact person: Milica Radic


EsperantoXL

3454PV De Meern, The Netherlands

Contact person: Patrick Okkersen


Costain

SL64UB Maidenhead, United Kingdom

Contact person: Tim Embley


COMIT

RG127AH Bracknell, United Kingdom

Contact person: Geraldine Samuelsson-Brown


mailto:[email protected]







Table of Contents

Release History ....................................................................................................................................... 2 MobiCloud Consortium ........................................................................................................................... 3 Table of Contents .................................................................................................................................... 4 List of Tables ........................................................................................................................................... 5 1 Executive summary ......................................................................................................................... 6 2 About this Document ....................................................................................................................... 7

2.1 Role of the deliverable ............................................................................................................ 7 2.2 Relationship to other MobiCloud deliverables ........................................................................ 7 2.3 Structure of this document ...................................................................................................... 7

3 Target Audiences ............................................................................................................................. 8 4 Main Activities .............................................................................................................................. 10

4.1 Partner-specific activities ...................................................................................................... 10 4.1.1 Overview Table ............................................................................................................. 10 4.1.2 Partners’ Websites ......................................................................................................... 10 4.1.3 Press Releases and Analysts Briefings .......................................................................... 11 4.1.4 Webinars ........................................................................................................................ 11 4.1.5 Industry Seminars and Tradeshows ............................................................................... 11 4.1.6 Posters and Speaking Engagements .............................................................................. 11 4.1.7 Social Media .................................................................................................................. 11 4.1.8 Other .............................................................................................................................. 11

4.2 MobiCloud Activities ............................................................................................................ 12 4.2.1 MobiCloud Website ...................................................................................................... 12 4.2.2 MobiCloud Press Releases and Analyst Briefings ........................................................ 12 4.2.3 MobiCloud Webinars .................................................................................................... 12 4.2.4 MobiCloud Joint Tradeshow Booth .............................................................................. 13 4.2.5 MobiCloud Posters and Speaking Engagements ........................................................... 13 4.2.6 MobiCloud Social Media .............................................................................................. 13 4.2.7 Leveraging Existing Partner Contacts ........................................................................... 14

4.3 Key Performance Indicators of Core Activities .................................................................... 14 5 Creating a MobiCloud Community ............................................................................................... 16

5.1 Activities ............................................................................................................................... 16 5.1.1 Partner Program ............................................................................................................. 16 5.1.2 Member Recruitment ..................................................................................................... 17 5.1.3 Community Organization .............................................................................................. 18 5.1.4 Knowledge Sharing Activities ....................................................................................... 19

5.2 Key Performance Indicators for the Community .................................................................. 19 Annex I. List of Articles Published ....................................................................................................... 21 Annex II. Tradeshows & Speaking Events............................................................................................ 23 Annex III. KPI Measurements ............................................................................................................... 25 Annex IV. Partner Contacts ................................................................................................................... 26 Annex V. Project Plan ........................................................................................................................... 28



List of Tables

Table 1 Target Audience Categories ....................................................................................................... 8 Table 2 Partner-specific Activities Matrix ............................................................................................ 10 Table 3 Marketing Activity KPI’s and Targets ..................................................................................... 15 Table 4 Early Adopter Program Summary ............................................................................................ 16 Table 5 Associate Member Program Summary ..................................................................................... 17 Table 6 Membership acceptance criteria ............................................................................................... 18 Table 7 MobiCloud Community KPI's and Targets .............................................................................. 20 Table 8 Partner Attendance at Industry Seminars & Tradeshows ......................................................... 23 Table 9 Partner Attendance at Speaking Events .................................................................................... 23 Table 10 MobiCloud Attendance at Speaking Events ........................................................................... 23 Table 11 MobiCloud Webinar Planning................................................................................................ 24 Table 12 Marketing Activity KPI Measurements ................................................................................. 25 Table 13 MobiCloud Community KPI Measurements .......................................................................... 25 Table 14 Partner Contacts at Publications ............................................................................................. 26 Table 15 Partner Contacts at Industry Organizations ............................................................................ 27 Table 16 Key Activities for MS1 [M1-M6] .......................................................................................... 28 Table 17 Key Activities for MS2 [M7-M12] ........................................................................................ 28 Table 18 Key Activities for MS3 [M13-M18] ...................................................................................... 29

Table 19 Key Activities for MS4 [M19-M24] ...................................................................................... 29



1 Executive summary

This task focuses on the dissemination of project results through a variety of channels. The efforts

have started at project kick off with mentions on the partner website and a dedicated press release.

During the course of the project regular communications will be made to industry via newsletters press

releases, webcasts and attendance at industry seminars.

Once the proof-of-concept implementations have been deployed, they will be written up as case

studies and published on the partner websites, as well as on industry and technology websites. In

addition, the project will publish press releases or white papers and make presentations at industry

conferences etc. These will not constitute separate project deliverables (they are in any case public

information), but regular progress reports produced in WP7 will list any articles published.

The proof-of-concept implementations will be used as a means to promote the project, by using them

to demonstrate what can be achieved with MobiCloud technology.

The high focus on building a partner ecosystem for MobiCloud is the reason why this deliverable has

been named Ecosystem Development Plan rather than Dissemination Plan.

The project will use a number of channels concurrently to create, grow and maintain the MobiCloud

ecosystem and disseminate the project results to as wide an audience as possible. These will include

the following activities:

Promoting MobiCloud via existing partner activities

The partners’ existing marketing/media plans will be leveraged for the MobiCloud project.

Promoting MobiCloud via specific project activities

Specific MobiCloud activities such as website promotion, webinars and social media accounts will be

created and managed for the duration of the project.

Develop a MobiCloud community

A plan to recruit early adopters and associate members will be implemented. This includes promoting

the early adopter and associate member program benefits, managing the acceptance process and

delivering regular project updates via newsletters, webcasts, seminars and case studies.

Leverage media contacts

The consortium will write articles or press releases about the project and disseminate via different

tools such as PR Newswire and Cordis Wire services.

Leverage links with other organizations

The consortium will use its links with industry organizations in transportation and construction in

Europe and the US, to help publicize MobiCloud. This will happen through existing activities with

those groups (such as the attendance at conferences and seminars) and direct contacts.

Develop a Social Media Presence

The consortium will develop a social media campaign for MobiCloud using Twitter, LinkedIn, Flickr

and Paper.li.



2 About this Document

This document details the consortium’s plan for developing the MobiCloud ecosystem. It details the

actions that will be taken in different areas, the aims and timescale of those actions and the measures

that will be used to gauge their success.

2.1 Role of the deliverable

This deliverable describes in detail the plan for dissemination activities over the course of the project.

Given the dynamic nature of the enterprise mobility market, the plan is inherently flexible and new

activities may be included or existing activities adapted to reflect new market conditions (for example

changes in the competitive landscape).

2.2 Relationship to other MobiCloud deliverables

The deliverable supports WP6 Exploitation, Dissemination and Collaboration.

The capability to attract and develop a vibrant ecosystem depends on the availability of the

MobiCloud Development Environment (deliverables D2.1.x, D2.2.x, D2.3.x and D2.4.x) and the

MobiCloud Platform (deliverables D1.1.x and D1.2.x).

The community feedback is also an important source of requirements for the iterative development of

the MobiCloud Development Environment (deliverables D2.1.x, D2.2.x, D2.3.x and D2.4.x) and the

MobiCloud Platform (deliverables D1.1.x and D1.2.x).

This deliverable has a direct impact on one of the project KPIs: at least 20 new partners signed up to

develop solutions, or use solutions based on the MobiCloud platform.

2.3 Structure of this document

Section 3 identifies the target audiences for the ecosystem development plan. These are the

organizations and the roles within the organizations which can benefit from MobiCloud and this list

will be used for targeting dissemination activities.

Section 4 describes the activities that will be carried out by the partners and by MobiCloud to build the

ecosystem and the key performance indicators that will be measured in order to monitor progress.

Section 5 explains how the MobiCloud community will be created and managed and how the Early

Adopter and Associate Member programs will be run. Section 5 also defines a number of key

performance indicators which will be used to monitor the development of the MobiCloud community.

At the end of the document there are a number of Annex’s which contain information that will be

maintained during the life of the project. These are:

Annex I – a list of articles published about MobiCloud by 3rd

parties

Annex II – a list of industry trade shows and speaking events that have been attended

Annex III – tables of the various development plan KPI’s with their targets and current values

Annex IV – details of partner contacts at publications and industry associations

Annex V – key activities for the current milestone period



3 Target Audiences

A number of target audiences have been identified for the MobiCloud dissemination campaign and

these are shown in Table 1. Most users and early adopters and most ecosystem members will be drawn

from the Enterprises and Suppliers category. However, some media members, such as technology

bloggers, may also form part of the ecosystem.

Ecosystem members will be characterized using these categories and the distribution of members will

be monitored. Recruitment activities will be modified if required to help maintain a balanced

representation within the ecosystem.

Table 1 Target Audience Categories

Category Target

Audience

Why them? What’s in it for them?

Enterprises Project

Managers,

Solutions

Architects

May be delivering projects

involving mobility and

making decisions about

implementation approach.

Reduced project cost, lower risk, fewer

items to consider in the project (cloud

removes need for hardware and provides

flexibility to grow).

Operations

Managers

They own the business

process to be mobilized and

are involved in decisions

about investment in

mobilization technology.

Reduced operations cost, lower risk, fewer

items to manage & flexibility to grow.

Mobilization of operational processes

could reduce their overall cost or increase

operational effectiveness.

IT Managers Owners of the IT

infrastructure which

MobiCloud addresses.

Mobilization and mobile access to

information is a key requirement on the

priority list of IT management for 2013.

Efficient and cost effective

implementation of mobilization.

Financial

Managers

Assess the business case and

approve budget for any

investment in a solution.

A strong business case for mobilization of

workflow processes using the MobiCloud

approach. An additional solution choice –

make versus buy.

Customer

Service

Managers

In many cases the workforce

to be mobilized is under the

responsibility of the Customer

Service Manager.

MobiCloud could dramatically improve

the KPIs for contracted service level

agreements such as customer satisfaction

indexes.

C-Level

Executives

Key strategic decision makers. MobiCloud could bring strategic benefits

to their organization and improve its

profitability.

Suppliers Independent

Developers

Potential adopters of the

MobiCloud platform.

Reduced time to market for apps. Reduced

cost of developing apps. Focus on

business logic not the underlying

"plumbing". Access to MobiCloud market

and ecosystem.

System

Integrators

Can use MobiCloud as a key

component in mobilization

projects they are delivering for

their customers.

Lower barriers to delivering complex

mobility projects. Reduced time to

market, complexity and risk. Access to the

ecosystem.

Technology Can use MobiCloud to Allows focus on their technology and use



Partners mobilize their existing back-

end systems

if MobiCloud to fill gaps in their offering.

Access to ecosystem.

Medias Mainstream

Media

Broad reach to markets. Satiate interest in the application of

technology to everyday life. Mobile and

cloud are currently hot topics.

Specialized

Media

MobiCloud can reach the

audience above through such

media.

Deliver interesting content to their

readers, our potential partners, customers

and users.

General

Public

Mobile

Workers

Develop MobiCloud

proposition with "End Users".

Create demand.

Understand how such technology can

improve their work.

Consumers Develop MobiCloud

proposition with "End Users".

Create demand.

Understand how such technology can

improve their life (e.g. travel experience).



4 Main Activities

4.1 Partner-specific activities

4.1.1 Overview Table

Partners are contributing to the dissemination plan based upon their existing dissemination

capabilities. Not all partners currently use all of these dissemination channels, so it is not expected for

all partners to cover all channels.

Table 2 Partner-specific Activities Matrix

Activity/Partner APP NET ESP COS COM

Websites X X X X X

Press releases X X X X

Webinars X X

Industry Seminar & Tradeshows X X X X X

Poster & Speaking Engagements X X X X X

Social Media X X X

Other X

4.1.2 Partners’ Websites

Each partner will use their own website to:

1. Advertise their membership of the MobiCloud project and provide a link to the MobiCloud

website at http://www.mobicloudproject.eu.

2. Reproduce any MobiCloud press releases as soon as practical after their publication.

3. Provide notification of upcoming MobiCloud events - such as webinars and the attendance of

MobiCloud partners at conferences and tradeshows etc.

4. Provide notification of significant MobiCloud deliverables, such as case studies, with a link to

the relevant section of the MobiCloud website where appropriate.

Where necessary COMIT will coordinate the provision of this information among the partners and

provide details of any links to the MobiCloud website for use on the partners’ websites.

http://www.mobicloudproject.eu/



4.1.3 Press Releases and Analysts Briefings

The partners will make reference to the MobiCloud project (for example in their PR boilerplate) when

issuing press releases or conducting analyst briefings on other topics.

4.1.4 Webinars

The partners will make reference to the MobiCloud project in the webinars or customer workshops

they are conducting on other topics.

4.1.5 Industry Seminars and Tradeshows

The partners will endeavor to publicize their involvement with MobiCloud at any seminars or

tradeshows that they attend. For example, Nettropolis will present MobiCloud as part of their booth at

the next UITP Seminar in Geneva in May 2013. The MobiCloud project has also applied for an

industry award in the context of this event.

Each partner will create a list of events they are planning to attend and this will be collated by

COMIT. It will be used to maximize publicity for MobiCloud by coordinating such events with other

activities such as press releases and social media.

A table of planned seminars and tradeshows will be maintained as part of this document and appears

in Annex II.

4.1.6 Posters and Speaking Engagements

The partners will make reference to the MobiCloud project in their own speaking engagements. For

example, COMIT will mention MobiCloud at their community days and annual conferences during the

project. Costain has been invited to a panel at Enterprise Mobility Exchange in May 2013 in

Rotterdam and Nettropolis has filed a speaker proposal for UITP Geneva in May 2013. A table of

planned events will be maintained as part of this document and appears in Annex II.

4.1.7 Social Media

Appear, Costain and COMIT will use their existing social media presence to publicize MobiCloud and

assist in the development of the MobiCloud social media presence. This will include re-tweeting

tweets sent by MobiCloud and referring to the project on their own LinkedIn and Facebook accounts.

4.1.8 Other

COMIT will integrate the promotion of MobiCloud into its normal activities. While COMIT is

focused on the UK Construction Industry, many of its Technology Members have much broader

interests. COMIT will publicize MobiCloud to its existing members and contacts and actively

encourage members (both technology and construction) to get involved in the Ecosystem and to join

the Early Adopter or Associate Member programs. It will also

Report on MobiCloud at COMIT Community days (4 times a year)

Add a section about MobiCloud to the COMIT annual report.

Include a presentation on MobiCloud at the annual COMIT conference.

Mention MobiCloud at any public presentation or lecture that COMIT delivers.

Bring MobiCloud to the attention of FIATECH via their shared contacts.



4.2 MobiCloud Activities

4.2.1 MobiCloud Website

A website has been created (as a formal deliverable to the project: D6.1) and will be used to promote

the MobiCloud project. In particular it will:

1. Provide details of the MobiCloud project aims and objectives, the partners and links to the

partners’ individual websites.

2. Provide regular progress reports on the project and significant milestones.

3. Reproduce any MobiCloud press releases as soon as practical after their publication.

4. Provide notification of upcoming MobiCloud events - such as webinars and the attendance of

MobiCloud partners at conferences and tradeshows etc.

5. Provide notification of significant MobiCloud deliverables (such as case studies) and, where

appropriate, make them available for download.

6. Provide one of the means for managing and communicating with the MobiCloud Community.

The website has been created by Appear but will be managed and populated by COMIT using material

provided by all of the partners.

4.2.2 MobiCloud Press Releases and Analyst Briefings

MobiCloud will produce eight press releases throughout the duration of the project at regular intervals

– approximately two every six months. Each press release will be drafted by a partner and will

generally coincide with a significant project stage or deliverable. The exact timing of the press release

will be coordinated by Appear.

The press releases will initially be prepared in English for review by all partners and then translated

into Swedish, German and Dutch.

The releases will be made using PR Newswire by the partner that prepared the release and will contain

the logo and contact details of that partner and will reference the other partners within the text.

After the press release has been published, it will then be made available to all partners for use with

their own logo and contact details for dissemination via their own channels, including their websites.

At this point it will also be placed on the MobiCloud Website.

Each press release will generally be accompanied by a FAQ/briefing document and a set of

illustrations/pictures.

4.2.3 MobiCloud Webinars

MobiCloud will deliver eight webinars during the project at roughly equal intervals (i.e. 2 per quarter

on average). The exact times will be coordinated by Appear.

The initial webinars will be targeted at a broad audience with the intention of raising the profile of the

project and attracting companies to the Early Adopter and Associate Member programs. Later

webinars will be more focused on communicating the demonstrable benefits of MobiCloud to

particular user or industry groups.

The webinars will be organized and delivered by Appear and COMIT, using the project infrastructure

(Go to Webinar service).



4.2.4 MobiCloud Joint Tradeshow Booth

The consortium is evaluating the possibility of setting up a joint booth at significant industry events

such as the Mobile World Congress 2014. EsperantoXL has been tasked to visit the 2013 edition to

estimate the costs and benefits of such participation.

4.2.5 MobiCloud Posters and Speaking Engagements

As well as benefiting from speaking events attended by partners the consortium will also directly

attend suitable events, such as the IQPC Enterprise Mobility Exchange Seminar in Rotterdam in May

2013. At this event MobiCloud will be represented by Costain and COMIT.

A table of planned MobiCloud speaking engagements will be maintained as part of this document and

appears in Annex II.

4.2.6 MobiCloud Social Media

MobiCloud will use the four leading text-rich social media platforms (Twitter, LinkedIn, Google+ and

Facebook) along with a news aggregating service, Paper.li, to create a social media presence and use it

to support other promotional activities and to communicate with the MobiCloud Ecosystem.

Communication will be primarily in English, but other languages may be used as appropriate and

social media platforms that target partner’s home countries may also be used (e.g. XING in Germany)

This will be supplemented by use of visual platforms such as YouTube and Flickr to provide a video

and photographic record of the project and host content too large to be embedded in other mediums

but which can be linked to.

COMIT will monitor the partner’s contributions to the social media output and will encourage and

coordinate their participation. This will include a regular email to all partners summarizing their

submissions and prompting them on a regular basis for more material.

Twitter

A twitter account has been created and access given to all partners. The partners will post regular

tweets about their involvement in the project, progress made and any associated articles, photographs,

events etc. which they believe will be of interest to MobiCloud followers.

Partners that have twitter accounts will follow MobiCloud on twitter and re-tweet as appropriate.

COMIT will monitor the output of the MobiCloud twitter account and supplement it with additional

tweets during periods of low activity.

LinkedIn

An open LinkedIn group has been created to host discussions about MobiCloud and provide one of the

means by which the MobiCloud Ecosystem will be engaged. It will also provide a means for managing

the activities of the Early Adopter and Associate Member programs, which may also require their own

LinkedIn groups.

Partners with a presence on LinkedIn will join the MobiCloud group and assist in generating

discussions and promoting MobiCloud activity by “liking” posts on their own LinkedIn pages.

COMIT will monitor the output of the LinkedIn group and attempt to enliven it during periods of low

activity and ensure that it is integrated with the other channels.

YouTube

A MobiCloud channel on YouTube will be created for hosting videos created during the course of the

project. This will comprise of webinars, as well as versions of any presentations made at conferences,

seminars, trade shows etc. as well as video footage created as part of the demonstration projects.



Flickr

A MobiCloud Flickr account will be created to host any high-resolution images that are created during

the project, such as photographs or illustrations. It will also be used to provide a visual “diary” of

demonstration projects and case studies.

Facebook/Google+

Accounts will be created for these channels and used as appropriate to support posts on the other

social media channels.

Paper.li

This news aggregating service will be used in conjunction with Twitter and Facebook to provide a

regular (weekly) online “newspaper” to the MobiCloud Community members. It will be particularly

useful in the early stages of the project since it will provide some generic (but relevant) material at a

time when there is not a great deal of progress to report.

4.2.7 Leveraging Existing Partner Contacts

4.2.7.1 Leveraging existing media contacts

The partners already have an existing relationship with various publications. For example, COMIT has

contacts at Construction Site Solutions, Construction News and New Civil Engineer in the UK.

Each partner will produce a list of the publications at which they have contacts along with the contact

details. These details will be maintained in Table in Annex IV of this document.

MobiCloud will approach these publications with a view to getting them to write an article on some

aspect of the project or, alternatively, to accept such an article written by MobiCloud.

The number of MobiCloud articles published will be one of the KPI’s and a list of published articles

will be maintained as part of this document in Annex I.

4.2.7.2 Leveraging other industry organizations

The partners already have existing relationships with various industry organizations. For example,

Nettropolis are associates of the association of German transport companies VDV and of Alamys, the

Latin-American Metro and light rail association. COMIT has contacts at FIATECH in the US,

Construction Excellence and Construct IT in the UK and at various universities in the UK such as

Loughborough and Oxford Brookes.

Each partner will produce a list of the relevant organizations at which they have contacts along with

the contact details. A table containing these details will be maintained in Annex IV of this document.

MobiCloud will approach these organizations with a view to communicating details of MobiCloud to

their members – or engaging in some form of reciprocal arrangement with the organization itself (as

may be appropriate for example with academic institutions).

This may provide opportunities for attending conferences or seminars that would otherwise be missed.

4.3 Key Performance Indicators of Core Activities

The key performance indicators that will be measured on a regular basis during the project to track the

effectiveness of the core activities are shown in Table 3. The figures indicate target values.

Some KPI’s such as Search Engine References cannot easily be objectively set. For measures such as

these the value obtained during MS1 will act as the baseline and the target for each subsequent

Milestone Period will be expressed as a percentage growth of this baseline figure.



These KPI’s will be collated in the form of a project “dashboard” on a weekly or fortnightly basis by

COMIT and made available to the project partners.

These measures will also be maintained as part of this document and appear as Table 12Error!

Reference source not found. in Annex III.

Table 3 Marketing Activity KPI’s and Targets

KPI / Milestone MS1 MS2 MS3 MS4 Total

# Search engine references * Baseline +50% +100% +150% +150%

# MobiCloud website visits** Baseline +100% +150% +200% +200%

# Press Releases 2 2 2 2 8

# Webinars 2 2 2 2 8

# Industry Seminar & Tradeshows 2 2 2 2 8

# Poster & Speaking Engagements 1 1 1 1 4

# Social Media Occurrences *** Baseline +100% +150% +200% +200%

# Twitter followers Baseline +100% +150% +200% +200%

# LinkedIn group members Baseline +100% +150% +200% +200%

#Articles published 25 25 25 25 100

* based on Google Search using a set of keywords that will remain constant throughout the

duration of the project. This KPI is indicative of general web presence.

**based on Google analytics

*** based on PR Newswire Agility Tool



5 Creating a MobiCloud Community

By engaging with people via various channels, MobiCloud will endeavor to create a community of

individuals and companies that share a common interest in the project’s aims and ambitions.

This community will help to publicize the project and will provide a pool from which to recruit

companies into the Early Adopter and Associate Member programs.

It will also provide valuable feedback on the effectiveness of the project communications and may

provide additional dissemination channels via influential individuals.

5.1 Activities

5.1.1 Partner Program

The MobiCloud Partner Program is organized in 3 tiers:

- Organizations who notify us of their interest are included in the MobiCloud Community

Program and receive updates on project progresses (in practice they are added as followers to

our paper.li account and receive a weekly email aggregating all of our social media updates).

They are also encouraged to directly join our LinkedIn group, or become a follower of our

Twitter and LinkedIn accounts.

- Organizations who request to join the Early Adopter Program are granted the credentials to

access the SDK and the SDK documentation. They will also receive a free digital copy of the

Development Handbook (D 5.1.x) and the Deployment & Support Handbook (D5.2x) when

they become available later in the project. The Early Adopter Program is free of charge but

does not include any support or certification.

- Organizations who request to join the Associate Member Program are given special visibility

in the MobiCloud Community. They first need to complete a Certification Training, after

which they will be listed in the MobiCloud Store as a certified MobiCloud developer or a

certified MobiCloud integrator. The Associate Member Program has a yearly fee covering the

certification training and online store visibility.

5.1.1.1 Early Adopter Program

Table 4 Early Adopter Program Summary

Target Audience Cost Early Adopter Program Benefits

Mobile Developer Free Early access to the MobiCloud development environment to develop

their own applications. Free copy of the MobiCloud Development

Handbook

System Integrator Free Early access to the MobiCloud mobility platform and free copy of the

MobiCloud Development Handbook & Support Handbook

End User Free Early access to the MobiCloud mobility platform for trials (less than 5

users). Early access to MobiCloud deliverables, including application

templates built for the MobiCloud trials.



5.1.1.2 Associate Member Program

Table 5 Associate Member Program Summary

Target Audience Cost Associate Member Program Benefits

Mobile Developer Yearly

fee

Visibility on the MobiCloud Store where the member is

promoted as a certified developer.

System Integrator Yearly

fee

Visibility on the MobiCloud Store where the member is

promoted as a certified integrator.

End User Yearly

fee

Access to the MobiCloud infrastructure to develop a mobile

solution proof of concept (more than 5 users).

5.1.2 Member Recruitment

5.1.2.1 Recruitment Channels

Community members will be recruited via a number of channels including:

Invitations made by partners during their normal business

Direct invitation to the existing contacts of partners

Invitation to students at academic institutions to participate in engagement activities

such as competitions

Contacts generated from the MobiCloud website

Invitations made at seminars, trade events, conferences and webinars

Regular invitations via social media output

Recruitment material in the form of a MobiCloud “flyer” will be created explaining the benefits of

being a member of the MobiCloud community and of the Early Adopter and Associate Member

programs.

This will be made available to partners to use to invite preferred contacts they may have and will be

reproduced on the MobiCloud website.

A list of partner contacts will also be collated centrally for direct invitation from MobiCloud. This

may include contacts that partners have but do not wish to directly invite themselves.



5.1.2.2 Acceptance Procedure

There will be three levels of acceptance criteria.

Table 6 Membership acceptance criteria

Membership Type Acceptance Criteria

Community

Membership

This will be open to all individuals or companies that express an interest and

provide a valid email address and sufficient information to characterize them

according to the target audience categories outlined in section 3. They will be

added to the [email protected] list and will receive all public

notifications about the project (via a paper.li subscription).

Early Adopter

Program

This will be open to developers or customers that express an interest and fill a

simple survey form to describe their goals in joining the program. Upon

joining they will receive an account in the MobiCloud Showroom where they

can test demonstration applications. They will also receive access to the

MobiCloud SDK and documentation, however without any dedicated support.

Associate Member

Program

This will be open to individuals or companies that express an interest in using

the MobiCloud infrastructure to run their own pilots and pay a yearly fee.

Upon joining they will receive access to the MobiCloud SDK and the

MobiCloud certification training. Upon successfully completing the training,

they will be listed as certified developers or certified system integrators in the

MobiCloud Store website.

In addition to these acceptance criteria there may also be restrictions imposed upon membership of the

Early Adopter or Associate member program if the organization seeking membership is considered to

be in competition with a consortium partner.

If this is judged to be the case then agreement by all partners will be required before the organization

is admitted to the Early Adopter of Associate member programs.

5.1.3 Community Organization

5.1.3.1 Membership Management

The MobiCloud community will be managed by COMIT and the Early Adopter and Associate

Member programs will be managed by Appear.

COMIT will maintain a list of community members and their contact details and whether or not they

are members of the Early Adopter or Associate Member programs, or have applied to be so. COMIT

will also promote those programs to all new community members and encourage them to join.

COMIT will monitor the balance of the community members in terms of the target audiences

identified in section 3 and in order to do so may record additional information about community

members.

Appear will process applications to the Early Adopter or Associate member programs and administer

and collect the fee for the latter. Applicants would normally be referred to Appear by COMIT from the

MobiCloud Community, but on occasion organizations may approach Appear directly. In this case

Appear will inform COMIT of the application so that the organization can also be added to the

MobiCloud community. Members of the Early Adopter or Associate Member programs will always

also be community members.




5.1.3.2 Membership Fees

There are no fees for MobiCloud Community membership or for the Early Adopters program. There

will be an annual fee for the Associate Member program which will be managed and administered by

Appear.

5.1.4 Knowledge Sharing Activities

5.1.4.1 Newsletter

This will form the core method of communicating with the MobiCloud community. A newsletter will

be produced on a regular basis and emailed directly to community members as well as being

simultaneously posted on the MobiCloud website.

The newsletter will provide a general over-view of the project progress to date and contain comments

from partners as well as photographs, illustrations and other related news. It will be designed to be

visually engaging and a short read with links to more detailed information as required.

The newsletter will be distributed primarily as an HTML email so that it will be visible in the preview

pane of most email clients. The release of each newsletter will be accompanied by social media posts.

The frequency of the newsletter will in part be determined by the progress of the project. However, at

least one newsletter will be produced every 3 months so there will be a target of 2 newsletters per

Milestone period.

5.1.4.2 Case Studies

Case studies will be written from the demonstration projects and primarily disseminated via the

MobiCloud website where they will be promoted and made available for download.

They will also be summarized in the newsletter with a link to the full version on the website and

promoted via the social media channels.

It is envisioned that Case Studies will be a significant tool for recruiting Early Adopter and Associate

Program members since they will clearly demonstrate the benefits of MobiCloud.

5.1.4.3 Supporting Articles

At later stages of the project it may be beneficial to provide more information to members of the Early

Adopter and Associate Member programs than can reasonably be provided by the Case Studies or

Newsletter. In addition, it may be desirable to provide some information to a more limited audience

(e.g. technical information that is likely to change or which may have some commercial significance).

In this case additional supporting articles will be written and made available only to those members of

the associate member programs.

5.1.4.4 Meetings, Events and Seminars

In addition to electronic communications, MobiCloud will hold a number of face-to-face events during

the project for its community and program members. These may be held as part of other partner events

or as separate events in their own right.

5.2 Key Performance Indicators for the Community

The key performance indicators that will be measured on a regular basis during the project for the

MobiCloud Community appear in Table 7. The figures indicate the target value for each Milestone

period. A table of these measures will be maintained as part of this document and appears as Table 13

in Annex III.



Table 7 MobiCloud Community KPI's and Targets


# Community members 20 30 50 100 200

# Newsletters 2 2 2 2 12

# Case Studies 0 1 1 2 4

# Program members (cumulative) 0 5 10 20 20

of which developers 0 5 5 12 12

of which end-users 0 0 5 8 8



Annex I. List of Articles Published

1 Engineeringnet Web & Mobile: Mobicloud werkt aan Europese Corporate Appstore.

Engineeringnet.be, accessed at:

http://www.engineeringnet.be/belgie/detail_belgie.asp?Id=9584&titel=Mobicloud%20werkt%

20aan%20Europese%20Corporate%20Appstore&category=research

2 UP Magazine: Le Projet MobiCloud développe un Appstore européen dédié aux entreprises.

Direction de la publication et Rédaction en chef : Fabienne Marion, Editeur, UP Magazine,

accessed at:

http://www.up-magazine.info/index.php?option=com_content&view=article&id=1327:le-

projet-mobicloud-developpe-un-appstore-europeen-dedie-aux-

entreprises&catid=101&Itemid=569

3 SearchCloudComputing: EU fördert Entwicklung mobiler Cloud-Anwendungen MobiCloud

plant ERP-AppStore. Autor/Refdakteur: Dirk Srocke/Florian Karlstetter,

SearchCloudComputing, accessed at:

http://www.searchcloudcomputing.de/applikationen/erp/articles/393038/

4 CORDIS: Moving into the Cloud. CORIS Editorial Team: S. Carlier-Wiart, accessed at:

http://cordis.europa.eu/fetch?CALLER=EN_NEWS&ACTION=D&DOC=13&CAT=NEWS

&QUERY=013cfc64f0d7:9973:23cee03f&RCN=35518 and at sister pages on the EU portal

http://ec.europa.eu/information_society/newsroom/cf/dae/itemdetail.cfm?item_id=9754 and

https://ec.europa.eu/digital-agenda/en/news/launch-cip-project-mobicloud-moving-cloud

5 Computable: EC geeft MobiClouf 4,45 miljoen financiering. Author Sander Hulsman,

Computable, accessed at:

http://www.computable.nl/artikel/nieuws/mobility/4657642/1277034/ec-geeft-mobicloud-445-

miljoen-financiering.html

6 Executive People: EU Geeft geld aan MobiCloud-projerct voor Europese app store.

[email protected], Executive People, accessed at:

http://www.executive-

people.nl/executive_people/2/4979/eu_geeft_geld_aan_mobicloud_project_voor

7 Verkeerskunde: Ontwikkeling Europese app store voor bedrijven. Nettie Bakker,

[email protected], Verkeerskunde, accessed at:

http://www.verkeerskunde.nl/ontwikkeling-europese-app-store-voor-bedrijven.30845.lynkx

8 dVO: Europese app store voor bedrijven in ontwikkeling. Luc Willemijns, Hoofdredacteur,

[email protected], dVO, accessed at:

http://www.dvo.be/artikel/40477-europese-app-store-voor-bedrijven-in-ontwikkeling/

9 Esteval: Le project MobiCloud développe un Appstore Européen dédié aux enterprises.

Esteval Editions, accessed at:

http://www.esteval.fr/larticle.php?affiliate=invitation_article&IDLArticle=1697

http://www.engineeringnet.be/belgie/detail_belgie.asp?Id=9584&titel=Mobicloud%20werkt%20aan%20Europese%20Corporate%20Appstore&category=research

http://www.engineeringnet.be/belgie/detail_belgie.asp?Id=9584&titel=Mobicloud%20werkt%20aan%20Europese%20Corporate%20Appstore&category=research

http://www.up-magazine.info/index.php?option=com_content&view=article&id=1327:le-projet-mobicloud-developpe-un-appstore-europeen-dedie-aux-entreprises&catid=101:flash&Itemid=569

http://www.up-magazine.info/index.php?option=com_content&view=article&id=1327:le-projet-mobicloud-developpe-un-appstore-europeen-dedie-aux-entreprises&catid=101:flash&Itemid=569

http://www.up-magazine.info/index.php?option=com_content&view=article&id=1327:le-projet-mobicloud-developpe-un-appstore-europeen-dedie-aux-entreprises&catid=101&Itemid=569



http://www.searchcloudcomputing.de/applikationen/erp/articles/393038/

http://cordis.europa.eu/fetch?CALLER=EN_NEWS&ACTION=D&DOC=13&CAT=NEWS&QUERY=013cfc64f0d7:9973:23cee03f&RCN=35518

http://cordis.europa.eu/fetch?CALLER=EN_NEWS&ACTION=D&DOC=13&CAT=NEWS&QUERY=013cfc64f0d7:9973:23cee03f&RCN=35518

http://ec.europa.eu/information_society/newsroom/cf/dae/itemdetail.cfm?item_id=9754

https://ec.europa.eu/digital-agenda/en/news/launch-cip-project-mobicloud-moving-cloud

http://www.computable.nl/artikel/nieuws/mobility/4657642/1277034/ec-geeft-mobicloud-445-miljoen-financiering.html

http://www.computable.nl/artikel/nieuws/mobility/4657642/1277034/ec-geeft-mobicloud-445-miljoen-financiering.html


http://www.executive-people.nl/executive_people/2/4979/eu_geeft_geld_aan_mobicloud_project_voor_europese_app_store.html

http://www.executive-people.nl/executive_people/2/4979/eu_geeft_geld_aan_mobicloud_project_voor_europese_app_store.html


http://www.verkeerskunde.nl/ontwikkeling-europese-app-store-voor-bedrijven.30845.lynkx


http://www.dvo.be/artikel/40477-europese-app-store-voor-bedrijven-in-ontwikkeling/

http://www.esteval.fr/larticle.php?affiliate=invitation_article&IDLArticle=1697



10 Telecompaper: MobiCloud to develop European corporate appstore. Telecompaper Mobile &

Wireless, accessed at:

http://www.telecompaper.com/news/mobicloud-to-develop-european-corporate-appstore--

922083

11 Yankee Group: MobiCloud Consortium Receives EU Funding. Chris March, Daily Insight

Yannkee Group, accessed at:

http://maps.yankeegroup.com/ygapp/content/7afa99c4d71344f1a66108db3f2a2301/54/DAIL

YINSIGHT/0

12 Europe’s Information Society Thematic Portal: MobiCloud: Mobile Cloud for Business

Applications. Accessed at:

http://ec.europa.eu/information_society/apps/projects/factsheet/index.cfm?project_ref=32519

13 The Street: MobiCloud Projectd To Deveop A European Corporate Appstore. The Street,

USA, accessed at: http://www.thestreet.com/story/11827763/2/mobicloud-project-to-

develop-a-european-corporate-appstore.html

14 Computer World: Cloud development for mobile apps gets EU funding. Antony Savvas,

Computer World, accessed at:

http://www.computerworlduk.com/news/mobile-wireless/3423752/cloud-development-

platform-for-mobile-apps-gets-eu-funding/

15 4-Traders: Costain Group PLC: Mobile Technology Trials Launched. 4-Traders Team,

accessed at: http://www.4-traders.com/COSTAIN-GROUP-PLC-4001808/news/Costain-

Group-PLC-Mobile-Technology-Trials-Launched-16297801/

16 Ad Hoc News: Karlsruhe (OTS) - Mit Dem Projekt Mobicloud Werden Die. Ad Hoc News,

Berlin, accessed at: http://www.ad-hoc-news.de/europaeische-kommission-foerdert-den-

einsatz-mobiler--/de/News/26382861

17 IT-Business: Karlsruher Verkehrsbetriebe warden sicherer und umweltfreundlicher IT-

Business, Germany, accessed at: http://www.it-business.de/cloud-

computing/weiteres/articles/401320/

18 SaaS-Magasin: Bereitstellung von mobile Diensten in der Cloud. SaaS-Magazin.de, Germany,

accessed at:

http://www.saasmagazin.de/saasondemandmarkt/unternehmen/nettropolis020513.html

19 Phys.org: Improving communication to aid efficiency of public transport. Phy.org, accessed at:

http://phys.org/news/2013-04-aid-efficiency.html

Last updated: 19/04/2013 by Jason Scott

http://www.telecompaper.com/news/mobicloud-to-develop-european-corporate-appstore--922083

http://www.telecompaper.com/news/mobicloud-to-develop-european-corporate-appstore--922083

http://maps.yankeegroup.com/ygapp/content/7afa99c4d71344f1a66108db3f2a2301/54/DAILYINSIGHT/0

http://maps.yankeegroup.com/ygapp/content/7afa99c4d71344f1a66108db3f2a2301/54/DAILYINSIGHT/0

http://ec.europa.eu/information_society/apps/projects/factsheet/index.cfm?project_ref=325195

http://www.thestreet.com/story/11827763/2/mobicloud-project-to-develop-a-european-corporate-appstore.html

http://www.thestreet.com/story/11827763/2/mobicloud-project-to-develop-a-european-corporate-appstore.html

http://www.computerworlduk.com/news/mobile-wireless/3423752/cloud-development-platform-for-mobile-apps-gets-eu-funding/

http://www.computerworlduk.com/news/mobile-wireless/3423752/cloud-development-platform-for-mobile-apps-gets-eu-funding/

http://www.4-traders.com/COSTAIN-GROUP-PLC-4001808/news/Costain-Group-PLC-Mobile-Technology-Trials-Launched-16297801/

http://www.4-traders.com/COSTAIN-GROUP-PLC-4001808/news/Costain-Group-PLC-Mobile-Technology-Trials-Launched-16297801/

http://www.ad-hoc-news.de/europaeische-kommission-foerdert-den-einsatz-mobiler--/de/News/26382861

http://www.ad-hoc-news.de/europaeische-kommission-foerdert-den-einsatz-mobiler--/de/News/26382861

http://www.it-business.de/cloud-computing/weiteres/articles/401320/

http://www.it-business.de/cloud-computing/weiteres/articles/401320/

http://www.saasmagazin.de/saasondemandmarkt/unternehmen/nettropolis020513.html



Annex II. Tradeshows & Speaking Events

Table 8 Partner Attendance at Industry Seminars & Tradeshows


Table 9 Partner Attendance at Speaking Events


Table 10 MobiCloud Attendance at Speaking Events

Event Location & Date Represented by

IQPC Enterprise Mobility

Exchange Seminar

Rotterdam, May 2013 Costain and COMIT


Partner Event Location & Date

Appear

COMIT Mobile IT in Construction conference London, November 2013

Mobile IT in Construction conference London, November 2014

Costain

EsperantoXL

Nettropolis UITP iMobility Geneva, May 2013

ALAMYS member conference Buenos Aires, November 2013

IT-Trans Karlsruhe, 2014

Partner Event Location & Date

Appear

COMIT

Costain

EsperantoXL

Nettropolis UITP Speakers corner for industry Geneva, May 2013



Table 11 MobiCloud Webinar Planning

Theme Date Speakers

Enterprise App Store February 2013 Appear

Blackberry 10 Mobile Apps April 2013 Appear & Blackberry

Mobile Tools for Digital Agencies May 2013 Appear &Digital Agency

Mobile Apps for City Transit May 2013 Appear, Nettropolis and VBK

Mobile Apps for Rail Transit June 2013 Appear & TKAB

Mobile Apps for Construction June 2013 Appear, Costain and COMIT



Annex III. KPI Measurements

Figures in brackets () are the target values defined in the main body of the document.

Table 12 Marketing Activity KPI Measurements


# Search engine references * 1,090 1,090

# MobiCloud website visits** 647

# Press Releases 1(2) 0(2) 0(2) 0(2) 1(8)

# Webinars 1(1) 0(1) 0(1) 0(1) 1(4)

# Industry Seminar & Tradeshows 0(2) 0(2) 0(2) 0(2) 0(8)

# Poster & Speaking Engagements 0(1) 0(1) 0(1) 0(1) 0(4)

# Social Media Occurrences ***

# Twitter followers 23 23

# LinkedIn group members 12 12

#Articles published (25) (25) (25) (25) 0(100)


Table 13 MobiCloud Community KPI Measurements


# Community members 0(20) 0(30) 0(50) 0(100) 0(200)

# Newsletters 0(2) 0(2) 0(2) 0(2) 0(12)

# Case Studies 0(0) 0(1) 0(1) 0(2) 0(4)

# Program members (cumulative) 0(0) 0(5) 0(10) 0(20) 0(20)

of which developers 0(0) 0(5) 0(5) 0(12) 0(12)

of which end-users 0(0) 0(0) 0(5) 0(8) 0(8)




Annex IV. Partner Contacts

Table 14 Partner Contacts at Publications

Partner Publication Description Contact Details

Appear Gartner Analyst Firm Leif-Olof Wallin

[email protected]

Freelance Analyst and

Blogger

Kevin Benedict

[email protected]

IDC Analyst Firm Ivano Ortis

[email protected]

+39-348-0092223

TechTarget Online Industry

news & magazines

(Computer weekly)

Jennifer Scott

[email protected]

COMIT Construction Site

Solutions

Construction

technology

magazine

Mike Pirozek

[email protected]

Construction

News

Construction

magazine

Rebecca Evans (Editor)

[email protected]

Tel. 020 3033 2744 and features editor is

Katie Barker (features editor)

[email protected]

Tel. 020 3033 2747

New Civil

Engineer

Construction

magazine

Costain

EsperantoXL

Nettropolis www.pressebox.de

www.itcs-info.de

Der Nahverkehr Magazine for City

public transport









http://www.pressebox.de/

http://www.itcs-info.de/



Table 15 Partner Contacts at Industry Organizations

Partner Organization Focus Contact Details

Appear Kista Science City ICT & Mobile Tomas Bennich

[email protected]

Wireless@KTH ICT & Mobile

(research)

Claes Beckman

[email protected]

COMIT

FIATECH Industrial

technology

Constructing Excellence Construction

Construct I.T. Construction

technology

BSRIA Construction

research

European Construction

Institute

Construction

Knowledge Transfer

Network

Loughborough University Academic

University of Reading Academic

Lancaster University Academic

Oxford Brookes

University

Academic

University of Salford Academic

Costain

EsperantoXL

Nettropolis VDV, German association

of public transport

Public transport

Alamys - Latin-American

metro and light rail

association.

Rail






Annex V. Project Plan

Table 16 Key Activities for MS1 [M1-M6]

Action Target Completion Date

Create the MobiCloud website February

Create MobiCloud social media accounts February

Produce promotional material for the Community and Early Adopter

and Associate member schemes. Set the subscription level for the latter.

March

Compile Partner contact lists for Community marketing March

Market Community using compiled lists and social media campaign. April

Create the mechanism for and publish the first MobiCloud Newsletter April

Baseline the KPI’s that have non-objective measures May

