Open Interconnect ConsortiumMarketing Communications Overview

Guy MartinSenior Strategist/Head of Digital Marketing

guym@osg.samsung.com

@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