Transcript Presentation Title

UPnP Forum Marketing
Committee Update
Andrew Liu
Co-chair UPnP Forum MC
Intel Corporation
Agenda
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UPnP Vision
MC Charter
MC Structure
Marketing Programs
UPnP Vision
“Easy Home Networking for the
Interconnected Lifestyle”
Consumer
Electronics
Digital Islands
Broadcast
Computer
Network
Internet
Gateway
Wireless
Mobile
Devices
Home
Automation
UPnP Vision
Internet
Broadcast
Easy Home Network for
the Interconnected
Lifestyle
Wireless
UPnP Technology
Devices Just “Work” When They are Connected
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Enable devices to be automatically
configured when they…
 Connect to a network
 Communicate their capabilities
 Control information to any appropriate
control application
UPnP Forum MC Charter
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Increase membership participation in
the UPnP Forum
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Focus on internal Forum Member marketing
Help identify categories needing UPnP
standards
Champion, help establish WCs for new
categories
Promote adoption of UPnP technology to
members
Increase participation within UPnP Forum
Become a platform for marketing efforts of
forum members
UPnP Forum Marketing Objectives
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Promote membership contributions
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Deliver on UPnP vision for end users
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Evangelize UPnP adoption within member companies
Completion of more UPnP standards
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Review DCP usage models for value
Identify and recruit new DCP categories
Increase awareness & understanding
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Encourage companies to chair DCP WCs
More productive WCs lead to more products
Increase UPnP Forum member participation
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Focus on active members – not just more members
UPnP Forum MC vs UIC
Complementary Roles
Increase membership
participation within Forum
Create and protect value for the
UPnP certification mark
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Focus on internal UPnP Forum
membership engagement
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Focus on marketing to all external
audiences
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Help identify new categories
needing UPnP standards
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Drive UIC membership as means
to build and sustain UPnP mark
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Help start WC in these categories
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Promote UPnP standards to
Forum Member organizations
Involve industry in promoting
UPnP mark
UPnP Forum MC Structure
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Co-Chair UPnP Forum Marketing Committee:
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Andrew Liu (Intel) & Dave Ryan (Microsoft)
Member Relations Director: Dave Ryan (Microsoft)
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Events Director: Rich Geasey (Lantronix)
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Asia Region Director: Hitoshi Sekine (Ricoh)
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UPnP IGD Director: Philip Poulidis (GlobespanVirata)
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UPnP AV Director: Joe Pitarresi (Intel)
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UPnP Imaging Director: Joe Keller (Hewlett-Packard)
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UPnP Home Automation Director: Hans Langels (Siemens)
Open:
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Europe Region Director:
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UPnP Basic Director:
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UPnP Security Director:
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New Category Directors: new WC’s need a MC Rep
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Events Director
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Identify and prioritize the events for UPnP
Forum presence
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Provide guidance to UIC for which events are
appropriate for them
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Seek out speaking opportunities
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Work with web team to ensure the UPnP Forum
Web site clearly promotes upcoming events
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Work with Geography directors to cover Asia
and Europe
Forum Member Relations Director
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Manage process of regular
communications to Forum Members to
make sure they are informed of
programs (Product Champ)
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Create and manage a process to profile
all current and new members to more
effectively communicate with them
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Ensure Forum Member database is up to
date and accessible to Marketing
Committee and Steering Committee
Category Director
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Review consumer usage scenario
document for proposed DCP
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Create collateral related to DCP (overview
presentations, white papers, Q&A’s, etc)
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Work with UIC to help form a marketing
plan to drive awareness, adoption and
market success
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Establish relationship with DCP working
committee members
Geographic Director
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Ensure that there is UPnP Forum market
development progress in a geography
outside of North America
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Work with the other Directors to make
sure UPnP technology is represented in
their region to contribute to industry
adoption
Marketing Programs
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Product Champs
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UPnP Summit
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Coordinate this event in target geographies
UPnP Forum Website & Newsletter
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Build list and create deeper UPnP penetration in companies
Maintain awareness of technical progress
DCP WC Success
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Recruit and coordinate companies for new DCPs
Review DCP usage scenarios to ensure it to Vision
UPnP Marketing Committee responsible
for internal, member-focused programs
For the interconnected lifestyle