Dear All, just to re-iterate that we should distinguish between general branding discussion and planning for the future and next week at the Smart City World Expo. As already pointed out by Jacques, on the XIFI side for next week we've prepared already the material to show/deploy that is of course aligned with previous discussions on the need to align efforts in a broader FI-PPP perspective. But I don't think it's feasible to converge to a commonly agreed upon new message and marketing package in less than 1 week. What is important to discuss from now to next Tuesday is how we prepare the stage and run the show. So it would be great if we could get some info on the specific points raised by Jacques, which have been partly covered by the email Nuria circulated earlier on (we now have details about booth location and number and on how to get the passes for the 10 XIFI people). What remains to be discussed is the preparation of the stand, but as far as I recall Nuria will be back on this right? Regards, Monique On 12.11.2013 18:28, Juanjo Hierro wrote: > > In case it didn't go through in the first shot ... > > -------- Original Message -------- > Subject: Re: [Fiware-fiops-filab] Messages to be delivered regarding > FI-WARE/FI-OPS/FI-LAB brands > Date: Tue, 12 Nov 2013 17:21:42 +0100 > From: Angeles Tejado <angeles.tejado at ogilvy.com> > To: Juanjo Hierro <jhierro at tid.es> > > > > Hello all, > > Please find attached the technical sheet with the final location of > the stand FI-WARE. You'll find also our selection (technical > specification) for the stand Option 3 Premium 3. > > We're actually working on the brand identity assets. We'll be sharing > all them in this list as soon as possible. > > > > > 2013/11/12 Juanjo Hierro <jhierro at tid.es <mailto:jhierro at tid.es>> > > 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): > o 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) > o 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) > o 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 > o 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) > o FI-WARE and FI-OPS together bring the core enablers and > operation support tools of a target Smart City platform. > o 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 > o The FI-OPS suite of tools will ease operation of a Smart > City platform based on FI-WARE technologies > o 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 > o By connecting to FI-LAB, cities can benefit from the > visibility and promotion (marketing campaigns, success > stories) planned for that space > o 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 <http://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 > > > ------------------------------------------------------------------------ > > Este mensaje se dirige exclusivamente a su destinatario. Puede > consultar nuestra política de envío y recepción de correo > electrónico en el enlace situado más abajo. > This message is intended exclusively for its addressee. We only > send and receive email on the basis of the terms set out at: > http://www.tid.es/ES/PAGINAS/disclaimer.aspx > > _______________________________________________ > Fiware-fiops-filab mailing list > Fiware-fiops-filab at lists.fi-ware.eu > <mailto:Fiware-fiops-filab at lists.fi-ware.eu> > https://lists.fi-ware.eu/listinfo/fiware-fiops-filab > > > > > -- > Saludos/Regards, > > Angeles Tejado > Account Supervisor > OgilvyOne Worldwide Madrid > Office: +34-91-4512179 > Cell: +34-608508873 > E-mail: angeles.tejado at ogilvy.com <mailto:angeles.tejado at ogilvy.com> > > > > > Privileged/Confidential Information may be contained in this message. If > you are not the addressee indicated in this message, you should destroy > this message. For more information on WPP's business ethical standards > and corporate responsibility policies, please refer to WPP's website. > > > > > ------------------------------------------------------------------------ > > Este mensaje se dirige exclusivamente a su destinatario. Puede > consultar nuestra política de envío y recepción de correo electrónico > en el enlace situado más abajo. > This message is intended exclusively for its addressee. We only send > and receive email on the basis of the terms set out at: > http://www.tid.es/ES/PAGINAS/disclaimer.aspx > > > _______________________________________________ > Fiware-fiops-filab mailing list > Fiware-fiops-filab at lists.fi-ware.eu > https://lists.fi-ware.eu/listinfo/fiware-fiops-filab -- Dr. Monique Calisti Partner, Executive Director Martel Consulting Dorfstrasse 73 Phone: +41 (0)76 321 39 81 3073 Gümligen Fax: +41 (0)31 994 25 29 Switzerland monique.calisti at martel-consulting.ch ======================================================== This e-mail, including attachments, is intended for the person(s) or company named and may contain confidential and/or legally privileged information. Unauthorized disclosure, copying or use of this information may be unlawful and is prohibited. If you are not the intended recipient, please delete this message and notify the sender -------------- next part -------------- An HTML attachment was scrubbed... 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