[Fiware-comms] Fwd: [Fiware-fiops-filab] Messages to be delivered regarding FI-WARE/FI-OPS/FI-LAB brands

[Juanjo Hierro]

Hola a todos,

  Con este correo que acabo de enviar y os adjunto, pongo en marcha las discusiones y actividades para la puesta en marcha del stand para el evento Smart City World Expo en una lista definida a tal efecto.   De momento sólo he incluido a Angeles y a Nuria en dicha lista.   En la misma, tenedlo en cuenta, también está registrada gente del proyecto XiFi, así como Nuria de Lama (ATOS).

  Todo lo relativo a branding es un tema donde hay cierto "politics" y puede que tengamos que poner cierto freno a intenciones por parte del equipo de XiFi.   En este punto, puede ser necesario que yo intervenga fuerte en la discusión, pero lo ideal es que las discusiones se puedan atajar porque Ogilvy haga valer sus "credenciales" dejando clara la "opinión de una empresa número uno en marketing".   Cualquier tema que no tengáis claro por donde tirar, o prefiráis discutir primero entre nosotros, me mandáis un mail a mí o a esta lista (fiware-comms)

  En este respecto:

  *   Los de XiFi pueden pretender que cada una de las tres marcas (FI-WARE, FI-OPS, FI-LAB) no compartan nada y que aspectos que se habían creado compartidos por FI-WARE y FI-LAB (colores, tipografía, lazos, etc) se separen, dejando lo que se había diseñado exclusivamente para FI-WARE.   Esto creo que es un error y puede generar bastantes problemas prácticos (¿ qué tipografía y colores utilizo para un folleto que incorpora mensajes sobre las tres marcas ?).   Mientras se puede pensar en distintos iconos y slogans para cada marca, el resto de elementos debe ser común para reforzar la relación.   No obstante, sois Ogilvy  los expertos y podéis confirmar si esto es adecuado o no.    Pero si coincidís conmigo, tendréis que ser beligerantes si XiFi viene con distintas pretensiones y atajarlas.
  *   Deberíamos dejar que los de XiFi diseñen el logo y slogan asociado a la marca FI-OPS, pero propongo que Ogilvy sea proactivo y haga alguna propuesta.   Al fin y al cabo, las tres marcas van a ser las marcas que maneje el proyecto de continuación de FI-WARE, así que no penséis que es trabajar gratis para otros.
  *   En relación con FI-LAB, deberíamos confirmar si vamos por el slogan que habíamos planteado ("The dream comes true") o creamos otro.   Lo dejo en manos de Ogilvy.   Finalmente, habría que buscar un icono ... ¿ qué tal algo del siguiente estilo ?

[cid:part1.03020605.03060304 at tid.es]

  Saludos,

-- Juanjo


-------- Original Message --------
Subject:        [Fiware-fiops-filab] Messages to be delivered regarding FI-WARE/FI-OPS/FI-LAB brands
Date:   Tue, 12 Nov 2013 01:59:25 +0100
From:   Juanjo Hierro <jhierro at tid.es><mailto:jhierro at tid.es>
To:     <fiware-fiops-filab at lists.fi-ware.eu><mailto:fiware-fiops-filab at lists.fi-ware.eu>


Hi all,

  I welcome you to this list which will be used to support daily work within Task Forces dealing with marketing of the FI-WARE/FI-OPS/FI-LAB brands at identified events.

  The first of these Task Forces have to do with marketing of those brands in the Smart City World Expo event in Barcelona taking place on November 19-21.

  One fundamental axiom we should build our messages upon is that we should never talk about projects.   We should develop our marketing messages around products/results.   Projects will end sooner or later (indeed sooner than later) while we expect that products/results are there to stay.     The brands that are relevant for us (FI-WARE, FI-OPS and FI-LAB) refer to products/results and are there to stay even once our respective projects have ended.

  The following is a summary of key messages that I believe we can bring and we should be aligned with:

  *   Generic messages (not linked to Smart Cities):
     *   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
     *   FI-LAB 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

  *   Specific messages linked to Smart Cities to be delivered in the Smart City World Expo (note that some of these messages may be extrapolated to other specific vertical sector such as Smart Agrifood, Smart Logistics, etc)
     *   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
     *   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

  I would go for designing a number of slogans/messages as well as marketing materials (posters, design of space in the stand) targeted to Smart Cities to integrate in our stand.  Can Ogilvy and those who XiFi designate make some first proposals ?

  Messages should be appealing and easy to understand by City policy makers or press media.   The above messages should be fine tuned in this respect.   Focus should be in FI-LAB, because it is rather tangible and it brings a differential value, but the messages explaining what is FI-WARE and what is FI-OPS should be present somewhere.   After all, FI-LAB is just for experimentation: a city has to build or use a production-level FI-WARE Instance, operated using the FI-OPS suite of tools, where it can port solutions and application/services once they have been tried in FI-LAB.

  Regarding logos, we need to close:

  *   what icon will be used for FI-LAB (Ogilvy)
  *   what slogan will be used for FI-LAB - "The dream comes true" ? (Ogilvy)
  *   what icon will be used for FI-OPS (who from XiFi ? ... Ogilvy could make a proposal if that works for XiFi but I don't want overrule XiFi here)
  *   what slogan will be used for FI-OPS (someone from XiFi as above)

  Ogilvy are the experts, but I understand that while icons and slogans can differ among the different brands, typography, colors and other branding material (e.g., ribbons) should be common to ease understanding that we are talking about a set of related brands.

  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
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