También MUY IMPORTANTE de cara a comunicaciones sucesivas: hay que tratar de evitar hablar de FI-WARE como proyecto ("el proyecto FI-WARE ...") y referirnos al mismo como producto ("La plataforma FI-WARE proporciona" o, simplemente, "FI-WARE proporciona"). Por ejemplo:
* Ejemplo 1:
* hay que evitar decir: "El proyecto FI-WARE, liderado por Telefónica I+D"
* y en cambio decir: "La plataforma FI-WARE, cuyo desarrollo está liderado por Telefónica I+D" o "FI-WARE, cuyo desarrollo está liderado por Telefónica I+D"
* Ejemplo 2:
* hay que evitar decir: "El proyecto FI-WARE tiene como objetivo construir una plataforma que proporciona APIs abiertas ...
* y en cambio decir: "La plataforma FI-WARE proporciona APIs abiertas ..." o "FI-WARE proporciona APIs abiertas ..."
La justificación de todo esto es que los proyectos dirigidos a evolucionar FI-WARE nacen y mueren, pero FI-WARE permanece como producto. Desacoplando FI-WARE del concepto de proyecto, damos más imagen de madurez (producto ya disponible) y evitamos ataques malintencionados o dudas metafísicas del tipo "el futuro de FI-WARE es incierto porque es un proyecto, y como tal, tiene fecha fin a partir de la que todo son dudas".
Os reenvío (aunque tal vez ya lo habíais leido puesto que lo envié a todo el consorcio) mensaje que reenvié acerca de los mensajes que hay que transmitir de manera consistente en relación con las tres marcas que trabajamos: FI-WARE, FI-Ops y FI-Lab.
Saludos,
-- Juanjo
-------------
Product Development and Innovation (PDI) - Telefonica Digital
website: www.tid.es<http://www.tid.es>
email: jhierro at tid.es<mailto:jhierro at tid.es>
twitter: twitter.com/JuanjoHierro
FI-WARE (European Future Internet Core Platform) Coordinator
and Chief Architect
FI-PPP Architecture Board chairman
You can follow FI-WARE at:
website: http://www.fi-ware.eu
facebook: http://www.facebook.com/pages/FI-WARE/251366491587242
twitter: http://twitter.com/FIware
linkedIn: http://www.linkedin.com/groups/FIWARE-4239932
-------- Original Message --------
Subject: IMPORTANT message about joint messages from FI-WARE/XiFi and branding material
Date: Thu, 28 Nov 2013 12:14:11 +0100
From: Juanjo Hierro <jhierro at tid.es><mailto:jhierro at tid.es>
To: ab at fi-ppp.eu<mailto:ab at fi-ppp.eu> <ab at fi-ppp.eu><mailto:ab at fi-ppp.eu>, Sb at fi-ppp.eu<mailto:Sb at fi-ppp.eu> <Sb at fi-ppp.eu><mailto:Sb at fi-ppp.eu>
Dear colleagues,
As many of you should know, FI-WARE, FI-Ops and FI-Lab were present in the Smart City World Expo last week. This event is the largets event dealing with Smart Cities worldwide. FI-WARE and XiFi managed to arrange a nice stand of 30 sqm and there was rather good attendance and many cities show interest in the products and messages we brought and asked questions about how to join the ecosystem we aim to build.
Preparation of our joint presence at the event has been instrumental in reaching an agreement about messages we shall communicate to external audience. This email tries to provide a summary of what was agreed. I would like to ask all the FI-PPP partners to take this info into account and use consistently whenever we have to talk about the FI-PPP. Of course, the Dissemination Working Group should take this as basis for the messages we should be able to communicate, creating some sort of "guidelines" for communication purpose. Of course, they have to now work out how to add the messages dealing with explaing what is the role of UC projects and their relation to FI-Lab/FI-WARE/FI-Ops. We believe it is extremely important to get these guidelines done and we would like to play an active role in reviewing them.
Now the summary:
* We agreed that in external events and when talking to external audiences we should arrive with messages centered on products/brands rather than projects.
* The two projects will focus their dissemination around three products/results, with their corresponding branding (all aligned) and messages/material will be coordinated through a Task Force involving key partners from the two projects. The three brands that we now have are:
* FI-WARE refers to the technology that application developers can use to build Future Internet applications (i.e., target audience of FI-WARE are application developers)
* FI-Ops refers to the tools that FI-WARE Instance providers can use to operate FI-WARE Instances (i.e., target audience of FI-Ops are Platform Providers)
* FI-Lab is the cornerstone element of the open innovation ecosystem that we aim to build. It is the meeting point that allow application developers (with special attention to entrepreneurs) to meet application sponsors (those who wanna invest on applications or acquire them to run their business or offer those applications to their customers) and viceversa. It is a FI-WARE Instance deployed over a number of datacenter nodes distributed and federated across Europe. As such, is an example where FI-WARE and FI-Ops are put at work:
* FI-WARE technologies are made available to application developers in FI-LAB for experimentation/testing/trialing
* FI-Ops tools are being used by the organizations operating FI-LAB nodes in order to run their operations effectively
* Both projects will have the right to use these brands as far as they respect the above descriptions. We created a flyer in record time that nows incorporates description of the three brands. See its design attached. The logo for FI-Ops will use a different color because different target audience (Platform providers) but will overall align with the other two (FI-WARE and FI-Lab) in terms of typography style, bringing coherence to the whole set of brands.
* A link to info about FI-Ops has been added to the home page of FI-Lab at http://lab.fi-ware.eu
* It was indeed agreed that, overall, the main goals of the XiFi project can be stated as:
* Expanding FI-Lab across a network of datacenter nodes distributed across Europe.
* Come up with a complete set of tools that conform the FI-Ops suite that will ease operations in each of the datacenter nodes supporting FI-Lab as well as operation of any FI-WARE instance
* help existing experimental facilities to extend FI-Lab
Just for your info, please find below some additional info specific to the Smart City World Expo:
* Some pictures can be downloaded from the following link in dropbox:
* https://www.dropbox.com/sh/3ndve6fy46tqzu5/eO9CDL2FfO
* Aligned with the above, we agreed to deliver the following messages to smart cities during the Smart City World Expo:
* FI-WARE and FI-Ops together bring the core enablers and operation support tools of a target Smart City platform.
* FI-WARE technologies will ease development of:
* innovative solutions helping cities to manage their services more efficiently (e.g., garbage collection, furniture maintenance, etc)
* innovative application/services that can be delivered to citizens (e.g., application that ease car driving or usage of public transport in the city)
* portals/platform for publication of Open APIs and Open Data that developers can use to develop applications
* The FI-Ops suite of tools will ease operation of a Smart City platform based on FI-WARE technologies
* Cities can connect to FI-Lab putting their open data at work within that space:
* Entrepreneurs can use the open data available in FI-Lab to build innovation solutions and application/services they can showcase to cities
* Cities can make a deal with entrepreneurs showcasing the most interesting solutions or application/services
* By connecting to FI-Lab, cities can benefit from the visibility and promotion (marketing campaigns, success stories) planned for that space. Besides, solutions trialed on FI-Lab can be easily ported to FI-WARE instances in production (the Smart City platforms).
* There is no open innovation ecosystem a single city can build on their own: FI-Lab offers cities the opportunity to join forces and gain the necessary scale and level of awareness among the wide community of developers
* The messages we delivered are summarized in the presentation I made which you can download from the following dropbox link. I officially announced during it that Trento and Torino has officially joined FI-Lab (joining to Málaga, Sevilla, Santander and Zaragoza in Spain):
* https://www.dropbox.com/s/czy66znhd884ajr/FI-PPP%20and%20FI-WARE%20for%20Smart%20Cities%20Short%20Overview%2013-11-20.pptx
* You can download a summary of the specific marketing material that Ogilvy produced for the stand. I would highlight the two infographics produced as well as the flyer:
* logos for the three brands: https://www.dropbox.com/s/6yb1aek72gsm0b6/FI-family_logos.pdf
* Infographic about FI-LAB for Smart Cities: http://www.slideshare.net/FI-WARE/hq-fiware-and-filab-in-a-nutshell-infographic
* Infographic about FI-WARE and FI-LAB: http://www.slideshare.net/FI-WARE/filab-for-smart
* XiFi produced some additional material they adapted in "fast-track" mode prior to the conference. I would kindly ask them to distribute a copy of them.
* I had the opportunity to chat with Colette Maloney and clarify her that FI-WARE/FI-Lab should not be taken as regular "EU FP7 research" projects but indeed something much closer to the market. I put the example that cities are already considering its adoption in some countries (currently Spain and Italy but looking for further extensions). We asked her to have a more formal meeting as soon as possible.
* We made contacts with several cities that looked interested in what we were doing and for which further opportunities about connection to FI-Lab will be explored.
Overall, I believe it was a rather positive experience and another sign that this is the kind of events we have to attend rather that the "business as usual" kind of events we are used to in EU funded projects. Sure we may have a rather significant presence next year since we will be able to provide some more concrete results.
The information above has been shared with the EC.
Don't hesitate to ask any questions you may have.
Best regards,
-- Juanjo
-------------
Product Development and Innovation (PDI) - Telefonica Digital
website: www.tid.es<http://www.tid.es>
email: jhierro at tid.es<mailto:jhierro at tid.es>
twitter: twitter.com/JuanjoHierro
FI-WARE (European Future Internet Core Platform) Coordinator
and Chief Architect
FI-PPP Architecture Board chairman
You can follow FI-WARE at:
website: http://www.fi-ware.eu
facebook: http://www.facebook.com/pages/FI-WARE/251366491587242
twitter: http://twitter.com/FIware
linkedIn: http://www.linkedin.com/groups/FIWARE-4239932
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