Report on Marketing Initiatives and Liaison Activities IEEE CS Meetings, San Juan June 2006

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Report on Marketing Initiatives and Liaison
ActivitiesIEEE CS Meetings, San JuanJune 2006

• John Harauz
• Planning and Marketing Committee Chair
• Standards Activities Board

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Agenda

• Marketing Initiatives
• Marketing Objectives
• Marketing Tactics
• Standards product development and membership
  promotion
• SA Fees structure
• Standards Related Services
• Standards Revenue Sources
• New standard product Technical report
• Standards Week
• Far East Standards promotion
• Professional Certifications
• Emerging Technologies
• PPC Activities
• TAB Activities
• Standards Column

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Marketing ObjectivesSusan Tatinner/Karen McCabe
- IEEE SA Marketing

• Build IEEE brand awareness
• Create demand for products and services and hence
  increase sales/revenue
• Change attitudes and perceptions to standards and
  IEEE as an SDO
• Secure new standards work
• Gain new members considering presidents
  diversity initiative and developing countries,
  e.g. one size does not fit all
• Retain existing members

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Marketing TacticsSusan Tatinner/ Karen McCabe -
IEEE SA Marketing

• Direct market /promotion of products and services
• Website presence (example SAB- C. Lohr)
• Develop and use media lists and news wires
  (example SAB PR Process)
• Targeted trade events/exhibits
• Indirect marketing/image building
• Lectures/guest speakers
• Articles/papers
• Books
• Email newsletters/bulletins
• Surveys

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Standards product development and membership
promotion G. Carter CS Staff

• Better target and evolve existing products and
  promotions for appropriate market segments
• Staff can help with timing, bundling, special
  offers, promotion response tracking
• Special half-year or full-year rates to give new
  members bonus months
• Discount new memberships, i.e. introductory rates
• Bundle membership offer with product sale
• Option for product sale with conference
  registration
• Business rules and promotion response tracking

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SA Fees Structure

• Work with IEEE-SA to
• set up alternate fee structure to replace fees
  for standards
• bury fees for SA individual membership to
  eliminate SA individual fees as a roadblock.
• We need to draft a recommendation in support of
  this.
• Investigate new types of memberships
  specifically in support of other volunteer or
  non-profit organizations.

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MARKETINGStandards related services R. Robson

• Consulting services
• create a list of consultants with expertise on
  standards development.
• Consultants would pay a fee for the listing.
• There would be an appropriate disclaimer to avoid
  liability, but at the same time the SAB could be
  involved in quality control.
• Jim Isaak might be interested in this since he
  has long advocated standardization as a
  legitimate academic sub-discipline of Computer
  Science.
• Costs Setting up the program would require
  discussing and developing some criteria (an SAB
  activity), determining a fee, setting up an area
  on the Web site, and creating an appropriate set
  of terms and conditions.
• .

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MARKETINGStandards related services R. Robson
(contd)

• Membership in standards committees (for those who
  charge fees)
• Some SCs charge fees to cover costs.
• It would be very nice for the SCs if members
  could sign up through the Computer Society Web
  site.
• This would simplify bookkeeping and offer
  opportunities for up-selling CS membership.
• Costs Implementation through IT. Some thought
  needs to be given to where the sign-up page
  lives. Probably on the CS standards site.
• Savings Currently (at least for the LTSC), John
  Daniels is burdened with accepting and recording
  payments. There would be some savings in terms of
  workload.

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MARKETINGStandards Revenue Sources - Jim Isaak

• Develop a 'service mark' for using specific
  standards and charge corporations a fee for use.
  -- presumably self-declared conformance -- one
  fee consideration a fixed amt per year based
  either on corporate size or on some metric of
  volume (realizing that corporations won't want to
  disclose their actual volumes)
• Provide advertising opportunities in conjunction
  with the standards documents (particularly
  interesting for on-line versions where ads can be
  maintained as 'current')
• Conformance testing fees branding/service mark

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MARKETINGStandards Revenue Sources - Jim Isaak
(contd)

• The most essential element is to encourage/
  develop/ establish Buyer demand. -- either
  requirements or 'acceptable' standards -- major
  industry or governments are the obvious targets.
• This can also be encouraged including procurement
  guidelines, etc.
• -------------
• A point of concern is the 'risk' some individuals
  face from standards participation or advocacy.
  ... with some persons noting the need to change
  jobs, or even being dismissed from employment for
  such activity.

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TECHNICAL REPORTSISO Documents other than
Standards

• Technical Reports
• document published by ISO or IEC containing
  collected data of a different kind from that
  normally published as an International Standard
  or Technical Specification
• NOTE 1 Such data may include, for example, data
  obtained from a survey carried out among the
  national bodies, data on work in other
  international organizations or data on the state
  of the art in relation to standards of national
  bodies on a particular subject.
• NOTE 2 Prior to mid-1999, Technical Reports were
  designated as Technical Reports of type 3.
• the technical committee or subcommittee may
  decide, by a simple majority vote of P-members
  voting, to request the Chief Executive Officer to
  publish such data in the form of a Technical
  Report

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TECHNICAL REPORTSISO Documents other than
Standards (contd)

• Technical Specification TS
• document published by ISO or IEC for which
  there is the future possibility of agreement on
  an International Standard, but for which at
  present
• the required support for approval as an
  International Standard cannot be obtained,
• there is doubt on whether consensus has been
  achieved,
• the subject matter is still under technical
  development, or
• there is another reason precluding immediate
  publication as an International Standard
• NOTE 1 The content of a Technical Specification,
  including its annexes, may include requirements.
• NOTE 2 A Technical Specification is not allowed
  to conflict with an existing International
  Standard.
• NOTE 3 Competing Technical Specifications on the
  same subject are permitted.
• NOTE 4 Prior to mid-1999, Technical
  Specifications were designated as Technical
  Reports of type 1 or 2.

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TECHNICAL REPORTSISO Documents other than
Standards (contd)

• Guide
• document published by ISO or IEC giving
  orientation, advice or recommendations on
  non-normative matters relating to international
  standardization
• NOTE Guides may address issues of interest to all
  users of International Standards.
• Publicly Available Specification PAS
• document published by ISO or IEC to respond
  to an urgent market need, representing either
• a) a consensus in an organization external to
  ISO or IEC, or
• b) a consensus of the experts within a
  working group
• NOTE 1 A Publicly Available Specification is not
  allowed to conflict with an existing
  International Standard.
• NOTE 2 Competing Publicly Available
  Specifications on the same subject are permitted.

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Technical ReportsCS Publication Options

• Standardization books can fit in a number of
  Computer Society Press series not just emerging
  technologies series
• Emerging Technology series focuses on emerging
  technologies that impact the implementation of or
  interface with software systems
• commits to encourage innovation, awareness and
  development of emerging technology trends by the
  leading thinkers in advanced technology, sharing
  their insights.
• Focus is to keep them short, lower cost, and fast
  to market. Some of the new technologies may have
  a short shelf life. Emerging technology topics
  would include wireless (WIFI, Bluetooth,
  802.11x), information technology topics, security
  (cyber, internet, SCADA, telecom), and new design
  or development paradigms.
• In terms of schedule --books take a long time --
  it typically takes at least one year to write a
  book

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Technical ReportsCS Publication Options (contd)

• A Program like Ready notes for technical
  publications is a different product.  
• Ready notes are intended to be 'quick ' and short
  papers which are sold online.
• They are generally smaller in size than a most
  books however emerging technologies book series
  is focused on quick and short too.
•  The ready notes may be quicker to write and the
  price point is generally much lower (under
  20.00)
• Dick Price is the POC for the ready notes
  program.
• Ready Notes program is in its infancy and
  getting formal approval this BoG session. 
• Action - Investigate launching a similar program
  for tech pubs for both SAB and TAB pubs.

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Standards Week Richard Thayer

• Four events organized in 1980s by S2ESC San
  Diego, Munich, San Francisco, Phoenix
• Lowell Johnson host for the one in San Diego,
  although Jim Isaak was the force behind it.
• It was set up to co-locate with PASC, POSIX, and
  ISO meetings. The plan was to invite local
  people, and try to spread the word around as much
  as possible since it was open (and basically
  free) to anyone. The idea was that people that
  were interested in standards, but not
  knowledgeable, could sit in on some real meetings
  to get a feel of what goes on.
• One whole day was set aside for formal
  presentations by people from as many different
  standards areas as could be forcefully recruited
  that ran from ½ to one hour. Many of the
  presentations were quite good.
• However, the rub was attendance, which was
  extremely small. If you did not count the
  presenters, and people from the standards groups
  (who were already there), there were about a
  dozen people who showed up.
• Lowells group did not attempt this again, since
  attendance was lost during the presentations.
  However, they did send a representative to the
  next one.
• The problem was considered to be twofold, not
  enough advertising, and lack of interest in
  standards.

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Standards Promotion Far EastSpecific actions
to consider

• Targeted topical direct mail campaigns email,
  print
• Website presence
• News releases through media lists and news wires
• Targeted conferences, trade events/exhibits
• Standards related promotions discounted
  membership, special offers and bundles
• Specific standards packages by product and sector
• New standards related products
• Standards related services
• Lectures , guest speaking engagements, workshops
• Articles and papers
• Email newsletter or bulletin
• Advertising brochures and flyers
• Surveys
• Outsourcing sales of documents
• Regional offices and partners

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Standards Promotion Far EastLead Rohit Kapur

• Objectives
• Change attitudes and perceptions on IEEE brand
  awareness and image
• Create demand for standards and services
• Gain new standards members
• Secure new standards work
• Things we can do
• Increase standards awareness
• Improve perception of IEEEs image as
  non-international
• Reduce barriers to participation language, fees,
  technology
• Knowledge Transfer
• Work with IEEE SA Marketing and CS Staff on
  markting activities and promotions

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Professional Certifications ofInterest
Seeking ISO/IEC 17024 Accreditation from ANSII
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Professional Certifications ofInterest (contd)
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Software Engineering Institute (SEI) Certificate
Programs

• Software Engineering Process Management (SEPM)
  Certificate Programs
• SEI Certificate in Software Engineering Process
  Management
• SEI Certificate in Software Process Improvement
  Implementation
• SEI Certificate in CMMI
• SEI Certificate in Personal Software Process for
  CMMI
•  
• Computer Security Incident Handler Certification
  Program
•  
• Software Architecture Certificate Programs
• the Software Architecture Professional
  Certificate
• The Architecture Tradeoff Analysis MethodSM
  (ATAMSM) - ATAM Evaluator Certificate
• The ATAM Lead Evaluator Certificate program  

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Council of E-Commerce Consultants (EC-Council)
Certification

• Certified e-Business Associate
• Certified e-Business Professional
• Certified e-Business Consultant
• Certified Ethical Hacker (CEH)
• Computer Hacking Forensic Investigator (CHFI)
• EC-Council Certified Security Analyst (ESCA)
• Security 5
• License Penetration Tester (LPT)
• Wireless 5
• Network 5
• EC-Council Network Security Administrator (ENSA)
• Certified Network Defense Architect (CNDA)
• Seeking ISO/IEC 17024 Accreditation from ANSII

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Cisco Systems Certification

• Cisco Certified Design Associate (CCDA)
• Cisco Certified Design Professional (CCDP)
• Cisco Certified Internetwork Professional (CCIP)
• Cisco Certified Network Associate (CCNA)
• Cisco Certified Network Professional (CCNP)
• Cisco Certified Security Professional (CCSP)
• Cisco Certified Voice Professional (CCVP)
• Seeking ISO/IEC 17024 Accreditation from ANSII

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Microsoft Certification

• Microsoft Certified Applications Developer (MCAD)
  
• Microsoft Certified Database Administrator
  (MCDBA)
• Microsoft Certified Desktop Support Technicians
  (MCDST)
• Microsoft Certified Professional (MSP)
• Microsoft Certified Solutions Developer (MCSD)
• Microsoft Certified Systems Administrator (MCSA)
• Microsoft Certified Systems Engineer (MCSE)
• Microsoft Certified Trainer (MCT)
• Seeking ISO/IEC 17024 Accreditation from ANSII

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IEEE Standards Activities TAB New Technologies
Direction Committee

• SAB liaison with Cherry Tom Project Initiation
  Manager IEEE Standards Activities
• TAB New Technologies Direction Committee
• Biotech and Bioengineering
• Distributed Intelligent Network Systems
• Digital Intellectual Property
• Future Power Alt. Energy Technologies
• Biometrics
• Global Earth Observations
• Organic Electronics  
• Portable Information Devices

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Healthcare Task Force

• The Healthcare Task Force concluded
• that a significant number of IEEE members were
  actually working in fields directly or indirectly
  related to healthcare.
• that there was a high degree of interest among
  members in helping to improve healthcare through
  the use of technologies in areas where the IEEE
  has expertise.
• that there were areas where the expertise of IEEE
  members would be welcomed.
• A number of recommendations were generated
• healthcare related standards
• healthcare focused journals, publications,
  conferences
• participation by IEEE members with other
  healthcare profession associations
• This standards study group is one output of those
  discussions, made possible by the tenacity of a
  number of IEEE members and the IEEE Standards
  Association

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Open Listing of Suggestions for IEEE Standards
in Health IT

• Enablers to create models for hospitals of the
  future as a way to facility changes in
  healthcare practice
• Standards for telemetry devices in healthcare
• Performance requirements for medical devices no
  current standards
• Life-critical messaging in networks
• Medical device validation standards
• Medical systems design language
• Expert systems rules management
• RFID tag management numbering rules
• Process standards
• Enterprise level systems integration
• Risk analysis
• Missing Medical device taxonomies
• Security management and reporting of
  security/privacy breeches no current
  national/international structures for reporting
  end-to-end authentication and encryption
• Authentication and end-to-end encryption
• Device interoperability
• Consumer health device performance requirements
  no standards of any kind

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Health Care Task Force - 4 Groupings for Followup
and possible SAB sponsorship

• Personalized Health Informatics
• Expert Systems Frameworks for Healthcare
• Medical System Verification and Validation
• Tracking Systems for Healthcare
• Network Infrastructures (local and wide)
• Spectrum Allocations for Healthcare
• Healthcare Connectivity Standards
• Common Exchange Protocols
• Missing Medical Device Taxonomies

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Health Care Task Force Status

• The subgroup that is furthest along appears to be
  the Personal Health Informatics subgroup led by
  Jose Lacal of Motorola.
• He has identified about 30 people around the
  world to work on this topic and drafted a PAR a
  while back which I expect will be shared and
  revised with this group.
• Cherry provided to him Kathy's contact info
  along with sponsor contacts from EMBS, ComSoc,
  and CAG.

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PPC Liaison Activities

• Association of Professional Engineers,
  Geologists, and Geophysicists of Alberta (APEGGA)
  Annual Conference Software Stream April, 2006
  Edmonton, Alberta.
• Over 700 attendees in total, 300 for the
  software stream
• J.Harauz on behalf of PPC
• recruited CS speakers for APEGGA Annual
  Conference Software Stream in April in
  Edmonton, Alberta
• Steve McConnell provided two keynote
  presentations.
• John Waltz presented on Practical Support for
  CMMI-SW Project Documentation Using IEEE
  Software Engineering Standards
• Bret Michael presented on Is Traditional System
  Engineering Right for Engineering
  System-of-Systems?
• John Harauz presented on Software Engineering
  Knowledge and Standards of Practice (SWEBOK,
  CSDP) and acted as moderator for the software
  stream.

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PPC Liaison ActivitiesStandards Feedback from
APEGGA Conference

• CMM for small projects
• Frame Reuse standard as a new initiative (Paul
  Basset CIPS)
• Better Software Project Management Standard
  Needed- Philippe Krutchten, Frances Hartmann
• PMBOK dated, too general for software
• Software project considerations
• External environment
• Model driven design
• No fixed work breakdown structures
• Very bad estimation
• Different management practices iteration, reduce
  waste, communication, coordination and
  facilitation
• Planning process important
• Tools for managing software project simple
  spreadsheets, dashboards, top ten lists, not
  Microsoft Project
• Managing changes and complexity
• Managing enterprise stakeholders, satisfaction
  space of end users
• Distance between complete and incomplete
• Tracking defects

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PPC Liaison Activities (contd)

• APEGGA recently published its "Guideline for
  Professional Responsibilities in Developing
  Software." The PPC and its members provided input
  to the Guide.
• Lead to develop "over-arching framework" for
  SWEBOK and other BOKs to address IT Services

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TAB Activities

• TAB-SAB Cross-Reference Mapping Table
• Emerging Technologies A preliminaryAnalysis
• Gaming (Visualization graphics, Simulation,
  Multi-media Computing, Learning Technology)
• Geospatial Informatics (Electronic Commerce, Mass
  Storage, Data Eng., Distributed Processing,
  Multi-media Computing, Visualization Graphics)
• Mobile Computing Security (Security Privacy)
• Virtualization Related Management (None)

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TAB Activities

• Proposal to form new Safety TC/TF on Safety to
  integrate Safety Issues across CS
• Plan to discuss and vote on a proposed Safety
  Task Force in San Juan
• Proposal under preparation for Joint Workshop to
  investigate interrelationships and overlap among
  safety, complexity and information assurance
• Invited workshop attendance of 50
• 1st or 2nd quarter 2007
• Naval Postgraduate School, Monterey, California

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Computer Magazine Standards Column