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IEEE-ISTO –
       a unique
“COOPE -ration compe- TITION”
      case study

            Presented by
            Peter Lef...
Agenda
  Coop-etition Defined
  IEEE-SA + IEEE-ISTO = IEEE Standards Activities
  ISTO Background
  ISTO and SA Areas of D...
Coop-etition Defined
                  focuses on cooperation between
    “Co-opetition
    companies in imperfectly compe...
IEEE: A Change Agent

      1890 Established the Henry—a practical unit of
  —
      inductance
      1898 First dedicated...
IEEE-SA + IEEE-ISTO = IEEE Standards Activities

 Synergies between the two organizations will produce opportunities and
 ...
Why the IEEE-ISTO in 1999?

 Standards environment had evolved
     Business and market strategies rely on
  —

     stand...
The IEEE-ISTO: Background
       15 November 1998 - approved by IEEE Board of
       Directors (1 January 1999 Launch)
   ...
ISTO Vision and Mission
                      Vision
  To be the premier trusted partner of the global
   technology commu...
2008 Board of Directors (6)
  Business and affairs of IEEE-ISTO managed by its
  President and COO/CFO under direction of
...
Current ISTO Programs (12)




      LETSI

                                                                            Sl...
Typical Program Lifecycle

Formation / Launch

Organization and Community Development


 Promotion of Deliverables and Eva...
IEEE-ISTO: Themes and Value Propositions
   Community                                 Market Driven and
                  ...
Offerings and Secretariat Resources
    Strategic Planning and                      Planning, Meeting
    Implementation  ...
IEEE-ISTO: Activities

      Standards development activities do not
      necessarily stop with the publication or
      ...
IEEE-ISTO and the IEEE-SA: Distinctions Overview

  • IEEE-ISTO provides complementary services
    IEEE-SA cannot
  • Key...
ISTO and SA Distinctions: Financial Model
IEEE-ISTO                                   IEEE-SA
   Self-supporting through  ...
ISTO and SA Distinctions: Governance and Legal Status

                                           IEEE-SA
 IEEE-ISTO
    5...
ISTO and SA Distinctions: Procedures

                                          IEEE-SA
 IEEE-ISTO
                       ...
ISTO and SA Distinctions: Products and Support

IEEE-ISTO                                IEEE-SA
• IEEE-ISTO Industry     ...
IEEE International Collaboration
   ISO/IEC JTC1
    — 25+ years of adoption of IEEE network,
       operating systems, mi...
ISTO Programs and Collaboration - Successes


  VoiceXML / W3C
  Liberty Alliance Project / OASIS (SAML)
  Printer Working...
Additional Information

                    Questions?

           Contact Information
                 Peter Lefkin
     ...
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080624 Lefkin Ansi Open Forum 08

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24 June 2008 - ANSI Open Forum for Standards Developers - Washington, DC - "IEEE-ISTO – a unique “COOPE -ration compe- TITION” case study"

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080624 Lefkin Ansi Open Forum 08

  1. 1. IEEE-ISTO – a unique “COOPE -ration compe- TITION” case study Presented by Peter Lefkin COO/CFO, IEEE-ISTO Open Forum for Standards Developers June 24–25, 2008 1
  2. 2. Agenda Coop-etition Defined IEEE-SA + IEEE-ISTO = IEEE Standards Activities ISTO Background ISTO and SA Areas of Distinction Collaboration —IEEE International Collaboration —ISTO Programs and Collaboration Q&A Slide 2 ANSI Open Forum for Standards Developers | June 24–25, 2008
  3. 3. Coop-etition Defined focuses on cooperation between “Co-opetition companies in imperfectly competitive markets.” “Co-opetition can lead to a plus-sum game, in which the sum of what is gained by all players is greater than the combined sum of what the players entered the game with.” 1996 book, Co-opetition, by Harvard and Yale business professors, Adam M. Brandenburger and Barry J. Nalebuff. “You have to compete and cooperate at the same time” - Ray Noorda, Former Novell CEO (1983-95) Slide 3 ANSI Open Forum for Standards Developers | June 24–25, 2008
  4. 4. IEEE: A Change Agent 1890 Established the Henry—a practical unit of — inductance 1898 First dedicated effort toward standardization of — electrotechnology in US 1912 Institute of Radio Engineers formed its first — standards committee 1958 Joint Standards Committee of AIEE and IRE — 1963 Merger of AIEE and the IRE — 1973 Establishment of the IEEE Standards Board — 1998 IEEE Standards Association (IEEE-SA) 1999 IEEE Industry Standards and Technology Organization (IEEE-ISTO) 2004 IEEE Standards Corporate Program Slide 4 ANSI Open Forum for Standards Developers | June 24–25, 2008
  5. 5. IEEE-SA + IEEE-ISTO = IEEE Standards Activities Synergies between the two organizations will produce opportunities and benefits for both that neither could enjoy alone “Formal Standards” “Consortia Process” IEEE-SA IEEE-ISTO • Consensus •Market Driven •Openness • Limited Consensus •Due Process • Focused on Implementation • Formal Processes • Proactive Marketing IEEE has best of both worlds - able • Customized Process to meet the needs of its customers through complementary processes Slide 5 ANSI Open Forum for Standards Developers | June 24–25, 2008
  6. 6. Why the IEEE-ISTO in 1999? Standards environment had evolved Business and market strategies rely on — standards IEEE must change to keep pace — Ensure continuation of the IEEE’s global recognition in standards IEEE’s international partners were well along on this path Slide 6 ANSI Open Forum for Standards Developers | June 24–25, 2008
  7. 7. The IEEE-ISTO: Background 15 November 1998 - approved by IEEE Board of Directors (1 January 1999 Launch) — Formation sponsored by the IEEE-SA Affiliated with the IEEE and the IEEE-SA — 501(c)(6) Not-For-Profit Corporation — Complement to the IEEE-SA — Forum under which consortia standards development activity can be organized. — Flexible, alternative development processes and procedures. — Extends the scope of standards activities the IEEE is able to support. — Recognition and response to industry’s standards development needs Slide 7 ANSI Open Forum for Standards Developers | June 24–25, 2008
  8. 8. ISTO Vision and Mission Vision To be the premier trusted partner of the global technology community for the development, adoption, and certification of industry standards. Mission To facilitate the life cycle of industry standards development through a staff committed to neutrality, quality, and member satisfaction. Slide 8 ANSI Open Forum for Standards Developers | June 24–25, 2008
  9. 9. 2008 Board of Directors (6) Business and affairs of IEEE-ISTO managed by its President and COO/CFO under direction of IEEE-ISTO BoD: — Jon Adams, Director Radio Technology and Strategy, Freescale — Gerald T. Lane (Chairman) – Director, Corporate Standards Practices, IBM — Roger Martin, Director of Standards, AOL — Marco W. Migliaro, President and CEO, IEEE-ISTO — Bill Smith, Director, Business Alliances, Sun Microsystems — Don Wright, Director of Standards, Lexmark International Slide 9 ANSI Open Forum for Standards Developers | June 24–25, 2008
  10. 10. Current ISTO Programs (12) LETSI Slide 10 ANSI Open Forum for Standards Developers | June 24–25, 2008
  11. 11. Typical Program Lifecycle Formation / Launch Organization and Community Development Promotion of Deliverables and Evangelism (e.g., Specs, Brand, Compliant Products) Compliance and Interoperability (e.g., Specs implemented in Products) Time Slide 11 ANSI Open Forum for Standards Developers | June 24–25, 2008
  12. 12. IEEE-ISTO: Themes and Value Propositions Community Market Driven and Relevant Ecosystem Developer Conferences Specification Interoperability Events Creation Promote / Foster Adoption Conformance and Industry Awareness Interoperability Branding Networking Reduced Time to Market PR and Events Technology Incubation Thought Leadership Legal Infrastructure through Participation Slide 12 ANSI Open Forum for Standards Developers | June 24–25, 2008
  13. 13. Offerings and Secretariat Resources Strategic Planning and Planning, Meeting Implementation Management and Forum Activities Trademarks, Intellectual Property Publication and and Licensing Document Mgmt. HQ Office and Identity IP Mgmt. and Admin. Record Keeping Conformance and Interoperability Testing Financial Management On-Line Support and Membership Support Communications Promotion, Marketing, and Press Relations Slide 13 ANSI Open Forum for Standards Developers | June 24–25, 2008
  14. 14. IEEE-ISTO: Activities Standards development activities do not necessarily stop with the publication or approval of a standard Mutual goal with IEEE-SA to promote resulting standards to gain market acceptance, support implementation and product development IEEE-ISTO supports both development and post-development activities — Certification, Conformance Testing, Proactive Marketing, Branding, Interoperability Demonstrations and Plugfests, Technology Licensing Slide 14 ANSI Open Forum for Standards Developers | June 24–25, 2008
  15. 15. IEEE-ISTO and the IEEE-SA: Distinctions Overview • IEEE-ISTO provides complementary services IEEE-SA cannot • Key differences in structure: • Financial Model • Governance and Legal Status • Operating Procedures and Philosophies • Products and Support • IEEE-ISTO extends scope and focus of IEEE’s Standards Activities • A complement to, not a competitor with! Slide 15 ANSI Open Forum for Standards Developers | June 24–25, 2008
  16. 16. ISTO and SA Distinctions: Financial Model IEEE-ISTO IEEE-SA Self-supporting through Self-supporting through fees for support and sale of standards, infrastructure provided to membership, Registration each program Authority Standards to be — Growing alternative distributed as freely as revenue streams groups require and fund based on funded No sale of standards support Conformity Assessment Copyright and IP Activities restrictions on distribution — ISTO role as of standards Certification Authority Sale of standards represents revenue Slide 16 ANSI Open Forum for Standards Developers | June 24–25, 2008
  17. 17. ISTO and SA Distinctions: Governance and Legal Status IEEE-SA IEEE-ISTO 501(c)(6) 501(c)(3) Incorporated in IEEE incorporated in NY Delaware An IEEE entity License Agreement to Governed by: use IEEE name and — IEEE BoD; IEEE-SA service marks BoG; IEEE-SA IEEE-ISTO Board of Std.Bd. Directors IEEE Bylaws and IEEE-SA Bylaws and Articles of Bylaws Incorporation Slide 17 ANSI Open Forum for Standards Developers | June 24–25, 2008
  18. 18. ISTO and SA Distinctions: Procedures IEEE-SA IEEE-ISTO Similar procedures Tailored, flexible: applied to all — scope, standards activities membership, ANSI and IEEE-SA voting, consensus principles define: requirements, and — consensus, structure openness, balance and right of Unique procedures appeal developed and Standards Board approved by Program approval and review Slide 18 ANSI Open Forum for Standards Developers | June 24–25, 2008
  19. 19. ISTO and SA Distinctions: Products and Support IEEE-ISTO IEEE-SA • IEEE-ISTO Industry • IEEE Standards Group Standards, • Collections and Online Specifications Subscriptions • Marketing • Registration Authority • Conformity Assessment • Standards Information • Pre-development Network planning and research • Process Support • Industry Standards clearly describe their • Editorial Support origin Slide 19 ANSI Open Forum for Standards Developers | June 24–25, 2008
  20. 20. IEEE International Collaboration ISO/IEC JTC1 — 25+ years of adoption of IEEE network, operating systems, microprocessor, and software engineering standards IEC — 30% of existing IEC library built on IEEE standards — Current Dual Logo agreement facilitates rapid adoption: Power, Energy, Design Automation ISO — Joint project with medical devices standards ITU — Formal international recognition from radio and telecommunications sectors Slide 20 ANSI Open Forum for Standards Developers | June 24–25, 2008
  21. 21. ISTO Programs and Collaboration - Successes VoiceXML / W3C Liberty Alliance Project / OASIS (SAML) Printer Working Group / IEEE Printing Stds. Success dependent upon level of cooperation and common goals — Move beyond information exchange — Address IP issues up front, if necessary — In each case there is a complementary tangible role for each organization. — Overlap of work is often a (mis)perception within marketplace Slide 21 ANSI Open Forum for Standards Developers | June 24–25, 2008
  22. 22. Additional Information Questions? Contact Information Peter Lefkin COO/CFO, IEEE-ISTO Tel: +1 732 562 3802 peter.lefkin@ieee-isto.org http://www.ieee-isto.org Slide 22 ANSI Open Forum for Standards Developers | June 24–25, 2008

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