Marketing Committee Kickoff Meeting Anthony Clark Marketing Committee

Marketing Committee Kickoff Meeting Anthony Clark Marketing Committee Co-Chair Parlay Board Member Lucent Technologies anthonyclark@lucent. com Marc Le. Clerc Marketing Committee Co-Chair Ericsson Sheraton San Diego Hotel San Diego, CA. USA Wednesday, May 23, 2001 1: 30 pm - 3: 30 pm © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Agenda-Summary • Mission – – • • Focused Mission: get the “millions of non-telephony developers involved” Broad Mission: get the Parlay Message out: why Parlay is valuable to key players Activities (suggested by you. . . ) TBD Activities: – – – Conferences (non-telephony & telephony) Papers Industry Influencers: VCs & Consulting Companies Video Brand Recognition: Giveaways (e. g. , Shirts, Bags, Lights) New Logo (to catch the eye of the non-telephony crowd) • Liaison with Developer Realization Working Group (Parlay Lite, simple front end, or Parlay for dummies) • • Logistics (meetings) Join the Marketing Committee!!!! © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Focused Mission • The Parlay Group is targeting the "Million(s) of developers" that are "outside the trusted network”: – IT developers – Enterprise Developers – ASP Developers – Web Site Developers – Garage Shop Operators – PC Applications Developers – Server Applications Developers – etc. Not just the 1000 s of telephony specialists that roam the halls of traditional telephony companies. These developers would add telephony capabilities to non-telephony applications such as Microsoft Outlook or Daytimer. The challenge is that the members of the Parlay Group are mostly telephony centric and don’t have much contact with the “millions of developers”…. neither personal contacts nor meeting places (e. g. , conventions) to make personal contacts. . . We need to find ways to reach them…. We need their feedback to see if what we have developed so far is useful to them. . . www. parlay. org © 2001 The Parlay Group, Inc. All Rights Reserved.

Broad Mission Get the Parlay Message out… Why Parlay is valuable to key players…. . • Network Operator/Provider (e. g. , Telcos) – Security • – More applications from 3 rd parties drive up usage …. . $$$$$ – More sophisticated applications from 3 rd parties drive up network-based services usage. . $$$$$ Service Provider (e. g. , Service Bureaus, ASPs) – • Application portability across vendors’ equipment…. lowers support effort…. $$$$$ Application Developer – More flexible access to the public network (e. g. , more functionality than BRIs and analog lines)… can develop more interesting & marketable services…. $$$$$ • End Customer (user) – – New types of services (e. g. , integrated enterprise/public) Greater number of service due to larger development community © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Activities Suggested by You © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Activities: Conferences • Cover non-telephony conferences to reach the “millions of developers” – Borland Developer’s Conference Long Beach July 21 -25 th 2001 – etc. • Also cover telephony conferences – Pulver’s Fall Presence & Instant Messaging October 29 th-30 th 2001, San Jose, CA – etc. • Speakers • Booths – – Application Showcase & Demos Videos Glossy Kits Giveaways © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Activities: Conferences Deliver Presentations at key industry events for each community • • Date May 29 -31 Jun 4 -8 Jun 11 -14 Jun 25 -28 July 21 -25 Oct 29 -30 Event Parlay presentation? IBC Nordic Mobile Application Forum, Stockholm Java. One, San Francisco, CA Super. Comm, Atlanta, GA yes? Summer VON, Stockholm, SW Next Generation Service Creation yes Borland Developer Conference yes? Pulver’s Fall Presence & Instant Messaging San Jose, CA © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Activities: Papers • Info: – Answer to FAQs: • • • Parlay relation to SIP Parlay relation to XML Parlay relation to JAIN Parlay relation to 3 GPP/OSA Parlay relation to OMG/TSAS – Business Case for Parlay developers – etc. • Distribution Method: – – Post to http: //www. parlay. org Write papers for the datacommunity (e. g. IEEE) Do a series of audience specific 1 -2 page flyers. Briefings for the Press and Analysts © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Activities: Industry Influencers & VCs • Generate awareness of Parlay among key drivers of IT community – Influencers • Changing Telecoms environment - drive to open solutions • Business case for Parlay 3 rd party development • Specific results from Trials • Proof-of-concept: Visits to labs/reference sites • Industry Groups – ASP Industry Consortium – Mobile Wireless Internet Forum – International Softswitch Consortium • Consultants – – – Aberdeen Gartner Group Ovum Probe Research Venture Data – Venture Capital firms • Business case for Parlay • Parlay 3 rd party financing network © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Activities: Video • Content – Minimum: talking heads discussing technology …. . . like the JAIN video – Goal: Show Parlay in use • Family using it to communicate. . . • Business using it to communicate. . . • “Millions of developers” using it to develop new things… • Distribution Method – Post to http: /www. parlay. org – Run at booths in conferences © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Activities: Giveaways Items that carry the Parlay name, logo, and URL. ($1 -$40 US) Brand recognition. Keep Parlay in people’s minds. Hopefully things that will not automatically be tossed out or put aside (i. e. , no mugs or pens) • San Diego Meeting 2001 – Shirts – Stress ball – Lanyard badge holder (doubles as wallet) • Future: – – – Bags, Coolers, Thermos Small Flashlights Laptop Computer bag Laptop retractable phone line etc. © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Activities: New Logo Next step: add color to globe & highlights to fonts (see examples below) to catch the eye of the non-telephony crowd New logo fixed awkward size, orientation, page placement issues of the old logo Note: we could use donated graphics services from a member company. . . © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Liaison with Developer Realization Working Group • The Parlay API is viewed as too complex for the “Million. Developers” to use • They are used to simpler things such as CGI scripts. • As it sits now, only the 1000 s of telephony developers can understand it and use it. • We could use either: – Parlay Lite – Something like an XML or "Microsoft Front Page" front end so that non-telephony developers can use it… – Parlay for Dummies guide (application style guide) © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Logistics • Meetings – 3 committee meetings/year at member meeting – Conference Calls When Needed – E-mail discussions via mailing list • Next Meeting – September 2001, Munich. Member Meeting © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org

Join the Marketing Committee!!! • Name, Company, E-mail, Phone • Volunteers (From Singapour) – – – – Steve Davis, Ulticom Ayse Dilber, AT&T Kristof Kimbler, Appium Marc Le. Clerc, Ericsson Zygmunt Lozinski, IBM Thorleid Sonerund, net 4 call Erik Tamke, Kabira Anthony Clark, Lucent © 2001 The Parlay Group, Inc. All Rights Reserved. www. parlay. org