2018 marketing plan october 2018 2017 one M

What is one. M 2 M? Global initiative to drive Io. T interoperability through the development and implementation of standards covers • • • Requirements Architecture API specifications Security Interoperability Mission Facilitate, implement and promote Io. T standardization and interoperability Purpose To specify, promote and maintain a Common Io. T Services Layer Deliverables Technical Reports & Technical Specifications © 2017 one. M 2 M 2

Why Now? • The Internet of Things (Io. T) ecosystem promises tremendous opportunity but only if everything works as one. • Optimum solution: A common service layer so applications and devices can communicate. • one. M 2 M is facilitating, implementing and promoting Io. T standardization and interoperability. © 2017 one. M 2 M 3

Benefits • Lowers OPEX and CAPEX • OPEX: Lower cost of deployment; developers focus on applications (not on underlying communications); economies of horizontal service layer (common functions for diverse use-cases) • CAPEX: Efficient communications (policy-driven and event triggered); Sensor data sharing (produce once, consume many times); transport economics (use best transport network for business needs) • Simplifies the development of applications • Creates mass-market economies of scale • Accelerates Io. T adoption Without one. M 2 M With one. M 2 M • Highly fragmented market with limited vendor-specific applications • Reinventing the wheel: Same services developed again and again • Each silo contains its own technologies without interop • End-to-end platform: common service capabilities layer • Interoperability at the level of communications and data • Seamless interaction between heterogeneous applications and devices • Increased security © 2017 one. M 2 M 4

Problem We Solve one. M 2 M provides By 2020, 20. 8 billion objects are expected to connected globally. To achieve scalability and deliver on the consumer expectation of a connected society, service providers, developers and suppliers must agree on a standard approach for interoperability. one. M 2 M is that standard. • Developers with a clear standard by which to build their products securely • Suppliers with confidence that the platforms they build to support Io. T deployments are secure and in line with Service Provider expectations and requirements • Service Providers with a globally acceptable secure solution that ensures interoperability in their network, which will ultimately drive increased: • Customer satisfaction – more robust service offers • Operational efficiencies – faster time to market through automated provisioning, flowthrough and activation of a cadre of connected devices • Revenue potential – ability to leverage network assets and customer base to further monetize network infrastructure with the potential of further monetization of data © 2017 one. M 2 M 5

Business reality • Developers and suppliers need to know that service providers will adopt this standard in order for them to invest in it. • Many service providers are not ready to commit. They are either developing their own or considering many. APAC is farthest along, EMEA is emerging; North America is lagging • Challenge is to penetrate and convince Service Providers that this is the right bet for their business • Due to the unique position of the founding members, we can leverage well-established relationships between Service Providers and Standards associations to deliver the message • Leveraging developer and supplier work and investment not only assists one. M 2 M in influencing service providers to use the one. M 2 M standard, it also provides an incentive to developers and suppliers who are trying to gain traction within the service providers As a result, the 2018 marketing and marcom priorities will be focused on driving service providers adoption of the standard in order to drive development and adoption by suppliers and developers © 2017 one. M 2 M 6

Marketing Edict Goal: • Have one. M 2 M be the key global Io. T standards for Io. T deployments in all relevant sectors Strategy: • Convince Service Providers that one. M 2 M is the global standards for Io. T and M 2 M applications and platforms globally by articulating the business benefits that this standard brings, including (but not limited to) financial, operational, speed-to-market and customer satisfaction • Leverage developer and supplier progress to lend credibility to the one. M 2 M standard by promoting their use and successes • Continue a steady drumbeat of awareness to ensure one. M 2 M stays top of mind with key Io. T stakeholders, including service providers, regulators, developers, suppliers, members, press and analysts © 2017 one. M 2 M 7

Marketing Edict Primary objectives: • Create advocates inside SP organizations to drive adoption of one. M 2 M specifications among target audiences (regulators, developers, enterprises, members and partners) • Identify and promote developer progress • Identify and promote supplier progress • Arm all members with one. M 2 M info so they can be part of the global drumbeat and help articulate the benefits and value that one. M 2 M brings • Leverage regulatory movement that supports our message of a standard that drives interoperability as a means of accelerating Io. T deployments Secondary objectives: • Accelerate adoption of one. M 2 M specifications among enterprises • Spearhead inclusion of specs in global standards © 2017 one. M 2 M 8

Key Narratives Theme Problem Connected Society Relevancy ROI How can all things be connected globally at scale while protecting my business (network, customers, shareholders, etc. )? How can I ensure what I am doing today will be relevant tomorrow? How can I make the most of my business assets? Security How do I ensure security and show my customers that their data is secure, along with meeting privacy regulations A standard solution that allows for ubiquitous global connectivity at scale providers service providers with a new level of customer stickiness Narrative Customer acceptance and adoption will be hinged on trust and a secure The promise of a connected Operational synergies can be solution that meets the necessary society is upon us and a standard achieved through a standardized safeguards from the application to approach drives efficiencies, approach that avoids siloed, onethe platform to the service Standardized solutions that are off initiatives that are not scalable protects investment and helps provider Is needed to immediately supported by the service you, deliver on that promise with and have to be customized for gain customer confidence. With providers provide developers and with simplicity and ease. each disparate project that adoption and innovation will suppliers with a clear product accelerate. roadmap. Targeted To Service Providers, Regulators, Developers, Suppliers Service Providers, Developers, Suppliers Current Prioritization 1 2 3 © 2017 one. M 2 M Service Providers, Developers, Suppliers 4 9

Market Risks • Competing standards gain favor among key constituents • Competing standards create confusion in the market and either splinter the market or create paralysis through which larger service providers are hesitant to act until a clear defacto standard emerges • Service providers develop their own requirements that are not standards-based, causing confusion in the market and among developers and suppliers • Regulatory changes impact requirements or specifications • Standard organizations like ITU do not adopt one. M 2 M specifications © 2017 one. M 2 M 10

Competitor Overview • Need to include info on competing standards that are emerging ©

Tactics Member Onboarding Welcome Kit • • • Overview deck Collateral Digital Signage Press release Member lists Committee lists/options Ongoing • • • Member emails Events Speaking Webinars Solicit info/participation Social Amplification on one. M 2 M’s behalf • Testimonials/Case Studies Digital & website • Update website – design, content, CMS Social • Twitter • Linked. IN (posts, blogs) • You. Tube © 2017 one. M 2 M 12

Tactics Public relations Events Media pitching 2 per month Speak at industry events 1 per month Byline articles 1 per quarter Industry Days 3 per year Press releases 12 a year Hackathon 2 per year Media advisories as needed Industry Roundtable as needed Analyst relations Phone 6 meetings/briefings In-person 6 meetings/briefings collateral thought leadership White papers 2 a year Industry days 4 a year Industry forums 2 a year 4 a year Brochure Update annually Webinars Digital Member Signage Update annually Customer Testimonials (print, Banners/Posters Provide to members, as needed Case Studies 6 a year video) © 2017 one. M 2 M 6 a year 13

2018 Key Dates 1 Q 2 Q • Kick off Website Refresh (Discovery, design/content) • Initiate search for Marcom hire • Member Onboarding Kit • Press releases (1 per month) • Analyst outreach (leverage MWC) • Events • Website Refresh Launch (Complete Design/Content)) • Hire Marcom Lead • Press releases (1 per month) • Analyst outreach (leverage Release 3. 0) • Events Io. T Evolution Conf & Expo East TMC net January 22 -25, Florida, Mobile World Congress -- GSMA February 26 – March 1, Barcelona Internet of Things India Expo Exhibitions India Group March 7 -9, New Delhi Internet of Things North America Webcom Conferences March 28 -29, Illinois 4 Q 3 Q • Industry Day Press releases (1 per month) • Analyst outreach • Face to Face Marcom Meeting • Events Io. T Evolution Conf & Expo West TMC net TBC August, California, USA • • Press releases (1 per month) Analyst outreach 2019 Planning Events Io. T Tech Expo North America TBC November, TBC Io. T Tech Expo Global 2018 Encore Media Group April 18 -19, London Internet of Things World Knect 365 May 14 -17, California, Io. T World Europe Knect 365 12 -14 June, London, MWC Americas -- GSMA 12 -14 September, California Industry of Things World 2018 we. CONECT 23 -25 September, Berlin Io. T Tech Expo Europe Fira de Barcelona 1 -2 October, Amsterdam Io. T Solutions World Congress Encore Media Group 16 -18 October, Barcelona © 2017 one. M 2 M 14

Dependencies • Agreement on Marketing Edict • Budget to support efforts including (all estimates at this time): • Annually ~$155 K (currently $72 K) $15 K for two White Papers $30 K for video $25 K for six Case Studies $10 K for Member Onboarding Kit $5 K for collateral (banners, print, signs, etc. ) $5 K Misc (web hosting, webinar channel, bank remittance fees, code repository) • $65 K for PR support • • Full or part time Marketing lead –cost TBD • One-time Expense • $100 K-$125 K for Web Refresh (content, design and new CMS) © 2017 one. M 2 M 15