Download - Seoul Conference - Marketing Presentation
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Open Interconnect ConsortiumMarketing Communications Overview
Guy MartinSenior Strategist/Head of Digital Marketing
@guyma, @OpenInterConn
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Agenda
• Brief Market Background/Challenges
• OIC Marketing Strategy & Value Proposition
• Marketing Working Group Overview– Digital Marketing Strategy– Events Strategy
• Getting Involved
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IoT – The Market & Challenges
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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
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Internet of Things Market
• Significant Market Opportunities – Device/Sensor Makers– Consumer Electronics– Software Developers– Infrastructure (Cloud) Providers– Service Providers
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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
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Internet of Things…
…“$1.7T in products & services by 2020”- IDC
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Internet of Things…
…“$300B in products & services by 2020”- Gartner
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How will developersbuild the services & appsthat talk to the devices?
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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.)
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Internet of Things Challenges - INTEROPERABILITY
• Different operating systems
• Different network protocols
• Different vendors– How do you differentiate products?
• Different silos/vertical markets
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Internet of Things Challenges – USER ACCEPTANCE
• Security
• Data privacy
• Different user expectations– Techie/Expert– Average User– Corporate/Enterprise User– Industrial User
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OIC Marketing Strategy&
Value Proposition
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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
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How OIC Works in Standards & Open Source
• Specification Development
• RAND-Z IP policy
• Reference Implementation
• Apache 2.0 License
OIC Certified Products
Hardware & Applications
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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
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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
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Marketing Workgroup Overview
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Marketing Work Group Charter
The Marketing Work Group provides strategic communications, public relations, events and member relations support for the OIC.
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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
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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
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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
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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.
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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 …
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Getting Involved
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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
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For More Information
http://openinterconnect.org
http://iotivity.org