RapidIO Connections - July 2002
Marketing Working Group Update
MWG Update: How the World Sees Us
RapidIO has an outstanding reputation as a high-performance, packet switched interconnect technology that delivers the bandwidth, software independence, fault tolerance and low latency required for communications, networking and embedded systems. This reputation, or "identity," is the result of the combined efforts of the RapidIO Trade Association as a whole over the past few years. It also reflects the coordinated work of the association's internal sections.
Because our success to date is built on the achievement of these teams, it's important to briefly note the behind-the-scenes efforts of a few key groups within the trade association. First, the TWG (Technical Working Group) has devoted time, knowledge and energy over the past several years to the development of the specifications (with much of the foundation work done before the RapidIO Trade Association was formed). Secondly, there has been significant support from the leading networking and computing companies that make up the RapidIO Steering Committee. And lastly, the MWG (Marketing Working Group) has been actively promoting the technology and the association.
Since we're focusing on the MWG in this section, let's start with the media outreach program which resulted in an accumulated total of over 210 print pages and 430 Web pages in publicity for the trade association and its technology. This is an incredible accomplishment for any organization. Intel, AMD and companies representing other technologies continued to make major announcements over the past year, generating press interest in all things having to do with interconnects and challenging the trade association to maintain control of the RapidIO messages that appeared in print. Yet, even with almost 60 percent of the press originating from sources outside the trade association's control, the overwhelming volume of messages about RapidIO in print and on the Web have remained positive and informative. This was due in part to the association's credibility, spokespersons' timely response to deadlines, and efforts to develop media-friendly materials.
Amid this extremely competitive environment, the industry did pause for a moment to acknowledge the importance of the RapidIO technology, honoring the principle architects behind the interconnect technology with the 2001 Innovators of the Year Award at EDN Magazine's annual ceremony on March 12, 2002. Dan Bouvier (Motorola), Robert Frisch (Mercury Computers) and Bryan Marietta (Motorola), all original designers of the RapidIO specification, were recognized for their contributions in developing a switch-fabric interconnect that is expected to play an important role in the future of the embedded and communications markets.
About the Marketing Working Group
The MWG, like the TWG, reports to the RapidIO Steering Committee. Marketing opportunities generally are open to all members and, like the TWG, the members who are sponsoring or steering members can join the group as part of their membership benefits. Other members can apply to join the MWG at the chairperson's discretion.
As the communications and marketing arm of the trade association, the MWG is responsible for promoting both the RapidIO technology and the organization. In accordance with the bylaws, the MWG defines all marketing strategies and tactics then works to assure their execution. It also develops and coordinates joint marketing activities between the trade association and member companies.
The MWG's duties include strategic positioning, marketing, public communications, and membership activities. Example activities include creation and maintenance of the Web site, branding, press relations, tradeshow exhibits, conference presentations and marketing collateral. Obviously, there's ample work - and marketing opportunities -- for the companies that are involved. To find out more, contact Tom Cox (Tom.Cox@RapidIO.org), MWG Chair at Tundra Semiconductor.
RapidIO Gets New Look and Feel
As the trade association matures, the Marketing Working Group felt the increasing need to clearly define and invigorate the RapidIO brand. The goal was to enhance the perception of RapidIO in the marketplace and establish consistency across all communications vehicles. The changes over the past few months have included the redesign of the newsletter, PowerPoint presentation template, collateral and white papers. It also included the creation of a trade association graphics standards guide. The RapidIO Web site is currently being updated with the new look.
Member companies have access to these resources as pdf files for their use in promoting RapidIO on the member-only Web site under the Marketing Working Group's "Documents" section. Members also can order professionally printed copies from Sam.Fuller@RapidIO.org.
