Marketing presentation from the 2015 Seoul Conference shared by Guy Martin of Samsung.

1. Open Interconnect Consortium
Marketing Communications Overview
Guy Martin
Senior Strategist/Head of Digital Marketing
guym@osg.samsung.com
@guyma, @OpenInterConn

2. Agenda
• Brief Market Background/Challenges
• OIC Marketing Strategy & Value Proposition
• Marketing Working Group Overview
– Digital Marketing Strategy
– Events Strategy
• Getting Involved

3. IoT – The Market & Challenges

4. 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

5. Internet of Things Market
• Significant Market Opportunities
– Device/Sensor Makers
– Consumer Electronics
– Software Developers
– Infrastructure (Cloud) Providers
– Service Providers

6. 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

7. Internet of Things…
…“$1.7T in products & services by 2020”
- IDC

8. Internet of Things…
…“$300B in products & services by 2020”
- Gartner

9. How will developers
build the services & apps
that talk to the devices?

10. 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.)

11. Internet of Things Challenges - INTEROPERABILITY
• Different operating systems
• Different network protocols
• Different vendors
– How do you differentiate products?
• Different silos/vertical markets

12. Internet of Things Challenges – USER ACCEPTANCE
• Security
• Data privacy
• Different user expectations
– Techie/Expert
– Average User
– Corporate/Enterprise User
– Industrial User

13. OIC Marketing Strategy
&
Value Proposition

14. 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


15. How OIC Works in Standards & Open Source
• Specification
Development
• RAND-Z IP policy
• Reference
Implementation
• Apache 2.0 License
OIC Certified
Products
Hardware &
Applications

16. OIC Value Proposition
A common standard & open source
software platform that delivers “just-works”
interconnectivity for developers,
manufacturers and end users.
IndustrialSmart Home Healthcare
SecurityDevice
management
Group
management
Protocol
Bridge/GW
Messaging StreamingDiscovery
ID &
Addressing
CRUDN
Common
Resource
Model
…
Wi-Fi BT/BLE Thread …
Vertical
Profiles
Baseline
Functionality
Connectivity

17. 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 Level
Interoperability
③ Service Level
Interoperability
Vertical
Services
Platform
Connectivity
Vertical
Services
Platform
Connectivity
② Platform Level
Interoperability
Vertical
Services
Platform
Connectivity
Vertical
Services
Platform
Connectivity

18. Marketing Workgroup Overview

19. Marketing Work Group Charter
The Marketing Work Group provides
strategic communications, public relations,
events and member relations support for
the OIC.

20. Organizational Structure
20
Ramzi Al-harayeri
Atmel
Work Group Chair
Guy Martin
Samsung
Kelly McGuigan
Eyeball Networks
Digital Media Task
Group
Public Relations Task
Group
Kim Lewis
Intel
Dave Brenner
Intel
Events Task Group Branding Task Group
Open

21. 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

22. 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

23. 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.

24. 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 …

25. Getting Involved

26. 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

27. For More Information
http://openinterconnect.org
http://iotivity.org