UPnP Forum Marketing Committee Update

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UPnP Forum Marketing Committee Update
Andrew Liu Co-chair UPnP Forum MC Intel
Corporation
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Agenda

• UPnP Vision
• MC Charter
• MC Structure
• Marketing Programs

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UPnP Vision

• Easy Home Networking for the Interconnected
  Lifestyle

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Digital Islands
Computer Network
Consumer Electronics
Broadcast
Home Automation
Mobile Devices
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UPnP Vision
Broadcast
Easy Home Network for the Interconnected Lifestyle
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UPnP TechnologyDevices Just Work When They are
Connected

• Enable devices to be automatically configured
  when they
• Connect to a network
• Communicate their capabilities
• Control information to any appropriate control
  application

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UPnP Forum MC Charter

• Increase membership participation in the UPnP
  Forum
• 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

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UPnP Forum Marketing Objectives

• Promote membership contributions
• Encourage companies to chair DCP WCs
• Deliver on UPnP vision for end users
• Review DCP usage models for value
• Identify and recruit new DCP categories
• Increase awareness understanding
• Evangelize UPnP adoption within member companies
• Completion of more UPnP standards
• More productive WCs lead to more products
• Increase UPnP Forum member participation
• Focus on active members not just more members

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UPnP Forum MC vs UIC Complementary Roles
Increase membership participation within Forum
Create and protect value for the UPnP
certification mark

• Focus on internal UPnP Forum membership
  engagement
• Help identify new categories needing UPnP
  standards
• Help start WC in these categories
• Promote UPnP standards to Forum Member
  organizations

• Focus on marketing to all external audiences
• Drive UIC membership as means to build and
  sustain UPnP mark
• Involve industry in promoting UPnP mark

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UPnP Forum MC Structure

• Co-Chair UPnP Forum Marketing Committee
• Andrew Liu (Intel) Dave Ryan (Microsoft)
• Member Relations Director Dave Ryan (Microsoft)
• Events Director Rich Geasey (Lantronix)
• Asia Region Director Hitoshi Sekine (Ricoh)
• UPnP IGD Director Philip Poulidis
  (GlobespanVirata)
• UPnP AV Director Joe Pitarresi (Intel)
• UPnP Imaging Director Joe Keller
  (Hewlett-Packard)
• UPnP Home Automation Director Hans Langels
  (Siemens)
• Open
• Europe Region Director
• UPnP Basic Director
• UPnP Security Director
• New Category Directors new WCs need a MC Rep

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Events Director

• Identify and prioritize the events for UPnP Forum
  presence
• Provide guidance to UIC for which events are
  appropriate for them
• Seek out speaking opportunities
• Work with web team to ensure the UPnP Forum Web
  site clearly promotes upcoming events
• Work with Geography directors to cover Asia and
  Europe

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Forum Member Relations Director

• Manage process of regular communications to Forum
  Members to make sure they are informed of
  programs (Product Champ)
• Create and manage a process to profile all
  current and new members to more effectively
  communicate with them
• Ensure Forum Member database is up to date and
  accessible to Marketing Committee and Steering
  Committee

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Category Director

• Review consumer usage scenario document for
  proposed DCP
• Create collateral related to DCP (overview
  presentations, white papers, QAs, etc)
• Work with UIC to help form a marketing plan to
  drive awareness, adoption and market success
• Establish relationship with DCP working committee
  members

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Geographic Director

• Ensure that there is UPnP Forum market
  development progress in a geography outside of
  North America
• Work with the other Directors to make sure UPnP
  technology is represented in their region to
  contribute to industry adoption

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Marketing Programs

• Product Champs
• Build list and create deeper UPnP penetration in
  companies
• UPnP Summit
• Coordinate this event in target geographies
• UPnP Forum Website Newsletter
• Maintain awareness of technical progress
• DCP WC Success
• 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
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For the interconnected lifestyle