unh-iol & broadband forum pr campaign...

Wireside.com 2 www.wireside.com 2

UNH-IOL & Broadband Forum

PR Campaign Results

BBF.069 Certification Program

1/16/13


Introduction

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Introduction Campaign Partnership

The UNH-IOL is an independent provider of broad-based testing and standards

conformance services for the networking industry.

Broadband Forum is a non-profit industry organization focused on engineering

smarter and faster broadband connections.

Leveraging third party analysis on the growing rate of broadband subscriptions,

the power of the Broadband Forum’s (BBF) global brand and a strategic

partnership established with BBF PR agency, Proactive PR, Wireside executed a

successful joint PR campaign to formally launch the BBF.069 CPE Certification

Program and generate widespread awareness across the broadband

community.

Timeframe: Wireside and Proactive PR planned and executed the campaign within

eight weeks leading up the BBWF in Amsterdam, with subsequent briefings following.

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Introduction Campaign Spokespeople

Lincoln Lavoie

Senior Engineer,

Broadband Technologies

UNH-IOL

Tim Sheehan

Operations Manager,

Broadband Technologies

UNH-IOL

Robin Mersh

CEO

Broadband Forum


Goals

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Campaign Goals

Generate widespread awareness of BBF.069 CPE Certification Program within

broadband community

Encourage vendors to test by disclosing names of first companies to achieve

certification, illustrating competitive advantage gained by first movers

Drive CPE certification by educating the CPE vendor community on escalating

broadband subscription rates and number of devices entering the connected home

Demonstrate partnership between UNH-IOL and Broadband Forum

Support membership sales for the Home Networking Consortium

Secure opportunities for IOL and Broadband Forum to demonstrate thought

leadership


Strategic Planning

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Communications Planning Collaboration: Proactive PR & Wireside

Release Development

Determined approach for collaborative press release development and distribution

BBF / Proactive PR drafted release, IOL / Wireside reviewed, edited, provided quote

and integrated IOL-centric messages to:

Announce availability of certification testing

Recognize first wave of companies to achieve certification at IOL

Persuade CPE vendors to have products certified at IOL

Reinforce lab’s competitive advantage as official test house for BBF.069 certification

Promote recently launched Home Networking Consortium

Highlight IOL attributes: independent status, collaborative nature, experienced

technical team, TR-069 testing expertise

Executed several rounds of approvals with IOL and BBF

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Communications Planning Collaboration: Proactive PR & Wireside

Media Relations Strategy

Coordinated closely with Proactive PR to avoid duplicate efforts

Determined outreach plan: Wireside to lead U.S. media outreach

Established process to conduct joint briefings at Broadband World Forum and

following the show

Created PitchEngine page including press release, tweets and images, recent

and relevant press releases, and other supporting materials supplied by

Broadband Forum

Evaluated Broadband World Forum press list to:

Identify key media contacts for IOL onsite introductions

Bolster IOL’s existing media list, adding relevant new press contacts

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Communications Planning Collaboration: IOL & Wireside

Broadband World Forum Support

Provided social media communications recommendations, including live tweets from BBF press

conference and posting pictures from BBWF on Facebook

Invited NTT to Broadband Forum Service Provider Reception


Execution

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Press Release: PR Newswire As Global Broadband Subscription Passes 624.1 Million,

Effective Management Of The Connected Home Has Never Been More Important

10/16/12

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Press Release: PitchEngine As Global Broadband Subscription Passes 624.1 Million,

Effective Management Of The Connected Home Has Never Been More Important

10/16/12

Broadband Forum unveils

BBF.069 certification for the

#connectedhome; testing now

open at @UNH_IOL #BBWF

Huge growth potential for TR-069

and the Connected Home as

broadband achieves mass market

status in every region

@UNH_IOL confirms devices from

Broadcom, Cisco, D-Link, Huawei

and Lantiq have achieved BBF.069

Certification in the first round of

testing

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Media & Analyst Outreach

Crafted custom pitch to offer joint briefings with BBF and IOL

Distributed pitch, press release and PitchEngine URL to approx. 200 targeted

media who cover: Broadband, Ethernet, Test & Measurement

Cultivated relationships with targeted broadband industry reporters and secured

joint briefings for IOL’s Tim Sheehan and Lincoln Lavoie, and Broadband Forum

CEO Robin Mersh

Prepared IOL spokespeople for onsite interviews: provided background on

reporters and video interview tip sheet

Developed briefing sheets for each phone interview including reporter / publication

intel and customized talking points

Moderated briefings and conducted follow-up communications with reporters

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Media & Analyst Outreach

Briefings Secured by Proactive PR & Wireside

Harvard Fossen, Telecom Revy

Tony Sklar, BnetTV

Brian Dolby, TotalTelevision

Matt Vincent, Cabling Installation & Maintenance

Adarsh Krishnan, ABI Research

Sean Buckley, FierceTelecom

Did not occur due to scheduling conflicts


Results

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Teamwork Wireside & Proactive PR

“Working collaboratively with our own

dedicated international PR consultancy,

Wireside helped achieve great results for the

launch of our BBF.069 CPE Certification

Program. The team was efficient and

professional in helping generate awareness

amongst the media and relevant audiences

and sharing the results with us.”

Laurie Adams de Sá, Marketing Director

Broadband Forum

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Press Release Views 865 total press release views as of 12/6/12

794 online and search engine views

Number of views on PR Newswire website and number of times press release

appeared in search engine results

Source:

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Earned Media Coverage Wireside & Proactive PR

* Cision Influence Rating provides a ranking on a scale of 0 – 99 for outlets and influencers in traditional

and social media. See Appendix 1

* UVPM - Unique Visitors Per Month and/or monthly reach

* See Appendix 2 for publication descriptions

Publication Date Title Cision UVPM Coverage

Telecompetitor 10/10/12 Digital Home: TR-069 Helps Meet Growing Customer Expectations 44 3,729 Feature

Telecompetitor 10/10/12 Digital Home: TR-069 Helps Meet Growing Customer Expectations 44 3,729 Video

CSI Magazine 10/16/12 Broadband Forum intros new CPE certification N/A 14,250 Feature

Broadband-TV News 10/17/12 Broadband Forum launches certification N/A 98,193 Feature

RealWire 10/17/12

Top Vendors Back Broadband Forum TR-069 Certification As

Broadband Numbers Top 624 Million N/A 26,000 Feature

Solus Network Solutions

Blog 10/17/12 Broadband Forum introduces TR-69 certification program N/A N/A Feature

Lightwave 10/17/12 Broadband Forum: Global broadband subscriptions exceed 624M 70 4,140 Feature

Telecoms Talk 10/17/12

Top vendors back Broadband Forum TR-69 certification as broadband

numbers top 624 million N/A 2,910 Feature

IT News Online 10/17/12



NewsBlaze 10/17/12


Broadband Numbers Top 624 Million 50 37,555 Feature

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* Cision Influence Rating provides a ranking on a scale of 0 – 99 for outlets and influencers in traditional

and social media. See Appendix 1

* UVPM - Unique Visitors Per Month and/or monthly reach

* See Appendix 2 for publication descriptions

Publication Date Title Cision UVPM Coverage

CRM Xchange 10/17/12


Broadband Numbers Top 624 Million 37 834 Feature

Techno World Inc. 10/17/12



IT-Director.com 10/17/12



Itnewsbyte.com 10/17/12



Converge! Network Digest 10/19/12 Broadband Forum and UNH-IOL Launch TR-069 Certification 31 638 Feature

Connected Home World 10/22/12

Broadband Forum and UNH-IOL Issue First Set of BBF-069

Certificates N/A 4,500 Feature

Laser Focus World Japan 10/23/12 600 million of the world's 24.1 million broadband subscribers N/A 12,000 Feature

bnetTV.com 11/12/12 The UNH-IOL: Improving Networks Worldwide 30 350 Feature

bnetTV.com 11/12/12 BNet: 101 (UNH-IOL) – Timothy Sheehan and Lincoln Lavoie 30 350 Video

BBF Website 1/7/13 Broadband Forum Interviewed for its InfoVision award N/A N/A Video

Connected World 1/7/13 The Connected Home Protocol 96 61,740 Contributed

Earned Media Coverage Wireside & Proactive PR

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Earned Media Coverage Feature Stories

Industry organisation Broadband Forum has launched

its BBF.069 CPE certification programme and

announced the first certified devices.

Broadcom, Cisco, D-Link, Huawei and Lantiq

were the first successful companies to achieve

the certifications at the official testing laboratory,

the University of New Hampshire

InterOperability Laboratory (UNH-IOL).

“This certification program is a great step forward in

helping service providers like us rollout new products

and services with great confidence and success,

knowing that they are certified and will be easily

provisioned and managed by CenturyLink,”

Michael Fargano, Industry Standards program

manager at CenturyLink’s Office of the CTO

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“The Broadband Forum’s BBF.069 Certification significantly impacts the

future of the industry and further supports Cisco’s commitment in

enabling service providers to monitor and manage devices within the

connected home. Ultimately, the specification helps our customers

accelerate software architecture advancements, while simultaneously

speeding up our market penetration.”

Kamel Chbaro, Cisco engineering manager

The BBF.069 certification is an industry

first and sends a clear message within

the industry that vendors must meet

operator and service provider

requirements.

There are also advantages for everyone in the process;

with operators having a higher level of confidence in

what they are buying in terms of remote management

and systems vendors being able to reduce their testing

overheads.

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“Huawei’s adoption and support of TR-069 provides a

springboard for the future of device conformance and

interoperability. Achieving certification gives Huawei’s customers

around the world confidence and assurance in our technology

and services enabling a faster time to market.”

Yang Zhirong, Huawei President of Home Device Product Line

The figures announced at the same time as the new program,

served to show the potential that lies ahead for TR-069. In IPTV

alone, nearly 70 million set top boxes are in the Connected

Home, with TR-069 providing a simple inclusive management

platform and globally nearly 16 million new subscribers have

been added in the last year alone.

The first companies have already had products

achieve BBF.069 certifications, including

Broadcom, Cisco, D-Link, Huawei and Lantiq, at

the University of New Hampshire-

InterOperability Laboratory (UNH-IOL), which

was chosen as the official test lab house earlier

this year..

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Top telecoms vendors from across the world have welcomed

the Broadband Forum’s TR-069 certification program

(BBF.069 CPE) announcement made yesterday in

Amsterdam, where the first companies in the world achieved

certification on a day when the Forum also revealed that

broadband subscriptions had passed 624 million.

The organization also announced the first consumer home devices to

be certified by its new BBF.069 CPE Certification Program. The

BBF.069 CPE Certification Program has been developed to verify that

devices are TR-069 compliant. TR-069, also known as the CPE WAN

Management Protocol, is the remote management standard used

around the world to provision and manage the “connected home.”

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"This is a real celebration as the BBF.069 CPE Certification Program

launches, signifying another step forward in supporting innovation within

the broadband ecosystem. Device conformance is critical in enabling

interoperability and provides the key to expediting the exciting growth

and potential of connected home services around the world.“

Robin Mersh, CEO of Broadband Forum

Currently UNH-IOL is the official laboratory accredited by the

Broadband Forum to issue TR-069 CPEs (customer premise

equipment) certificate to manufacturers. Interested

manufacturers can apply for certification through the recently

launched ‘Home Networking Consortium’.

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Earned Media Coverage Feature Story & Video

University of New Hampshire InterOperability Lab

Operations Manager for Broadband Technologies Tim

Sheehan outlines important TR-069 interoperability

efforts underway at UNH-IOL, which in conjunction

with the Broadband Forum, has created a BBF.069

certification process.

Telecompetitor’s Ken Pyle interviews UNH-

IOL’s Tim Sheehan and Actiontec’s Bryan

Henrichs about TR-069 at the Digital Home

Summit in Dallas.

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Earned Media Coverage Feature Story & Video

Membership in the UNH-IOL can be viewed as

an extension of in-house testing and Quality

Assurance. UNH-IOL engineers have a

thorough knowledge of both industry standards

(including IETF, IEEE, and ITU-T) and the

methods for testing them.

BnetTV’s Tony Sklar interviews UNH-

IOL’s Lincoln Lavoie and Tim Sheehan

about the BBF.069 Certification Program

at the BBWF in Amsterdam.

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Earned Media Coverage Video

www.broadband-forum.org

”Forum in Focus” video

Posted in BBF Newsroom

At the BBWF in Amsterdam, Proactive PR’s

Brian Dolby interviews UNH-IOL’s Lincoln

Lavoie about the BBF’s award win, while QA

Café’s Jason Walls and BBF’s Kevin Foster

and Robin Mersh look on.

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Thought Leadership Contributed Article

Connected World

Contributed article

“The Connected Home Protocol”

Written by Lincoln Lavoie

Reviewed, approved by BBF

TR-069 and BBF.069 focus

Published in Feb / March 2013 issue

Features newest gadgets and apps

Cision influence = 96 of 99

300,000 monthly print circulation

61,740 UVPM


Thank you!

Joya Subudhi

Christine Carlson Hampton Eubanks

Terry Gau


Appendix 1

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Cision Influence Rating

The Cision Influence Rating offers a 360-degree view of each journalist and blogger, reflecting

their roles at each of the print, broadcast and online outlets where they contribute. Taking into

account digital, traditional and social signals, the rating is the first of its kind. The Cision Influence

Rating provides a ranking on a scale of 0 to 99 for outlets and influencers in traditional and social

media. A rating of 99 is the highest possible.

The score uses factors such as outlet circulation, page views and unique visitors as well as social

measures including Facebook Likes, retweets and blog comments. Journalists and bloggers are

scored both on the performance of their content and their presence on social sites.

Outlets are measured on both their reach and the sharing activity they generate on the Web.

From print circulation to online page views and unique visitors, along with Facebook Likes,

retweets, blog comments and other measures of the impact of content, Cision uses more than 40

data points to determine the rating for each media outlet.


Appendix 2

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Media Descriptions

bnetTV.com

Provides online broadcasting in the emerging technology and growing lifestyle sectors. Produces both in-house

and client-commissioned videos that are streamed over the web and to mobile devices. Weekly programs cover

a range of issues with interviews, special reports and events. Includes a social networking aspect allowing

members to engage with industry experts on a multitude of topics.

Broadband-TV News

Broadband TV News provides readers with a concise summary of what’s happening in cable, satellite, mobile

and IPTV for busy decision-makers through a combination of advertising supported and paid for products.

Connected Home World

The connected home is close to becoming a reality for many, as it is already for some. This website follows this

ground breaking technology as it changes and as it changes our lives.

Converge! Network Digest

This publication provides comprehensive, insightful coverage of the convergence of networking technologies.

Coverage spans all layers of the networking stack for both wireline and wireless infrastructure.

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Media Descriptions

CRM Xchange

CRM Xchange is a destination on the Internet for the exchange of information and ideas on customer

relationship management, sales, contact center, and telemarketing issues.

CSI Magazine

Cable & Satellite International is a technology publication targeting the global video market, including cable,

satellite, IPTV, mobile and terrestrial broadcast platforms. The publication assesses technology trends and

provides detailed product analysis relevant to the core video delivery functions - namely content

contribution/backhaul, distribution/transport, playout/transmission and home networking.

IT News Online

IT News Online is a News Portal dedicated to bringing readers the latest that is happening in the IT Industry.

Right from focusing on Financial Transactions to the latest Gizmos out in the market, IT News Online is

committed to keeping their readers up to date, every day.

IT-Director.com

IT-Director.com is a business/technology portal offering resources for senior IT professionals and offers analysis,

blogs, white papers, events and more.

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Media Descriptions

ITNewsbyte

This German publication provides daily news updates from the world of IT.

Lightwave

Lightwave delivers content focused on fiber optics and optoelectronics, the technologies that enable the growth,

integration and improved performance of voice, data and video communications networks and services. The

experienced editorial team provides trusted technology, application and market insights to corporate executives,

department heads, project managers, network engineers and technical managers at equipment suppliers,

service providers and major end-user organizations.

Laser Focus World Japan

This publication is the Japanese version of the U.S. magazine Laser Focus World. It provides information to

engineers and researchers in Japan photonics technologies, products, marketing, and optoelectronic

applications.

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Media Descriptions

Newsblaze

Created for readers interested in national and international news, stories and commentary not offered in the

mainstream media. Offers news on U.S. military action overseas, United Nations and government news and

international opinion pieces.

RealWire

RealWire makes communication between PR industry and journalists simple, valuable and relevant. Lissted -

a RealWire social media service -- takes that job one step further, into the social realm, by connecting journalists

starting conversations on Twitter with the people who want to hear what they have to say. Lissted lets users

search and filter a curated, continuously updated list of journalists, delivering real-time updates with the stories

users want to read, from sources they can trust.

Solus Network Solutions Blog

This is a blog hosted by a telecommunications solutions provider — representing more than 30 carriers of Voice,

Data, Internet and Data Center services. SOLUS plans, designs, implements, and cost manages clients’

networks. SOLUS’ primary value is its team’s breadth of industry experience and the depth of knowledge

regarding the strengths and weaknesses of each provider.

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Media Descriptions

Techno World Inc.

Techno World Inc. is a technical encyclopedia for all technical terms, articles, hacking, programming, security

issues, educational certifications, career, & all other technical issues, mobile phones, gadgets, games, software,

e-books, downloads & resources.

Telecompetitor

Telecompetitor is a community of professionals with a passion for telecom and broadband covering

developments important to the broadband carrier ecosystem with news, analysis, and commentary.

Telecoms Talk

Telecoms Talk is a website dedicated to news and information about the global telecommunications industry,

covering everything from optical components to mobile applications.

Test & Measurement World

This website is dedicated to test and the go-to resource for engineers in the electronics original-equipment

market as well as engineers in the electronics test, measurement, and inspection industries.

unh-iol & broadband forum pr campaign...

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