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

[Juanjo Hierro]

Hi Jacques and the rest,

  I know that we face a tight time frame but I believe that it is worth to give it a try in order to be able to end up with a stand that looks as homogeneous as possible.   I believe that the solution is not to go for a "XiFi corner" ... we have to go for a more integrated stand.

  Please find attached a powerpoint with the layout of the stand and how I would propose "dressing it" with in a way that both projects can feel comfortable with.   Essentially, the proposal can be summarized as follows:

  *   Print an infographic about FI-LAB and Smart Cities that can cover one of the walls (2x3 squares).   This is rather neutral since FI-LAB is the brand which is not so clearly bound to any project and indeed the more appealing messages we can delivered at the Expo are about FI-LAB.
  *   Create a mosaic with the three brands in the wall (4x3 squares) where we would place the plasma TV.   This should be also rather neutral since we are positioning the three brands at the same level.   I hope we can agree to share this TV to display videos produced by the two projects.
  *   Use FI-LAB as the brand to title the stand (top banners of the stand).
  *   Use FI-LAB as the brand to dress the reception desk

  I did ask Ogilvy to come with a specific proposal for the infographic that we can share and discuss, hopefully being able to reach a quick agreement.   You can find it in the enclosed powerpoint.   I have some minor comments for some paragraphs, but I wanted to share it already with you because I believe is rather close to something that can work.

  The icons in the FI-LAB and FI-OPS logos are just something I created quickly ... I also asked Ogilvy for some proposal and it's fine that you propose them as well, particularly for FI-OPS.

  We are working about the design of another infographic elaborating on the meaning of the three brands.   We may not be able to generate it on time but we will try to make it asap and share it with you to gather your feedback.   Maybe it is not feasible to get it printed on any of the walls, but we can bring it in a portable vertical banner ...

  Hope it works.   Your feedback is welcome.

  Cheers,

-- Juanjo




On 12/11/13 12:23, Jacques Magen (InterInnov) wrote:
Dear Juanjo and all,

I would like to make sure that we split the two following issues:

1) The general discussion about branding;
2) The specific logistics around the Smart City Expo.

My purpose is to discuss in this message only issue #2; issue #1 is under the responsibility of Maurizio (within XIFI).

What we agreed with Nuria last week in Vilnius concerning the Expo is the following: considering the tight time frame and the fact that we in XIFI have already prepared specific material for this Expo and ordered specific material in addition to our stand (see below and attached), we will take our place in the FI-WARE stand, share PR material with you (leaflets + posters) and welcome FI-WARE materiel so that the stand looks like one. We will have our "XIFI corner" with the large screen and the posters. In our material FI-LAB is explicitly mentioned already. We will show on the 42" screen the following: a specific XIFI video targeting smart cities; a generic presentation; and the XiPi demo whenever relevant -please note that FI-LAB is now included in XiPi (it will become visible this week). We can of course show also FI-WARE/FI-LAB video(s) and presentations if needed, and we can provide you with our video material if you have other large screens available.

The next thing is to know who is in charge of the stand, for the last logistics issue. Please send us asap the contact coordinates (is it someone from Ogilvy?). We need the following in particular:

- What is the booth location and number -we need this to go there and also to advertise this week.
- We need to discuss the arrangements on the stand to make sure where we set up everything.
- We need the 10 exhibition passes (see XIFI list of participants below).

Thank you in advance and best regards,

Jacques

===
XIFI participants:

Monique Calisti; Miguel Alarcón; Giulia Pastor; Eduard Escalona; Roberto Gavazzi; Jose Gonzalez; Joan A. Garcia; Andrea Rossi; Fernando Garcia.

monique.calisti at martel-consulting.ch<mailto:monique.calisti at martel-consulting.ch>; miguel.alarcon at martel-consulting.ch<mailto:miguel.alarcon at martel-consulting.ch>; gpastor at interinnov.eu<mailto:gpastor at interinnov.eu>; eduard.escalona at i2cat.net<mailto:eduard.escalona at i2cat.net>; roberto.gavazzi at telecomitalia.it<mailto:roberto.gavazzi at telecomitalia.it>; jge at gatv.ssr.upm.es<mailto:jge at gatv.ssr.upm.es>;
joan.antoni.garcia at i2cat.net<mailto:joan.antoni.garcia at i2cat.net>; andrea.rossi at atos.net<mailto:andrea.rossi at atos.net>; fgp at gatv.ssr.upm.es<mailto:fgp at gatv.ssr.upm.es>

Shopping list (attached):

  *   42" PLASMA SCREEN + DVD (region 2), ID: 509117
  *   WIFI ENTIRE EVENT, 5 USERS, ID: 512054
  *   1.2 KW 220V DAY TIME SWITCHBOARD, ID 5060001

===

--
Jacques Magen
jmagen at interinnov.eu<mailto:jmagen at interinnov.eu>
Tel.: +33 9 81 03 98 49 / +33 6 28 98 05 41
www.interinnov.eu<http://www.interinnov.eu>
Twitter: @interinnov_eu<http://twitter.com/interinnov_eu>
Skype: jacques.magen

Le 12/11/2013 01:59, Juanjo Hierro a écrit :
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

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