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AMQP Marketing Plan

AMQP Marketing Plan. Content. What is the Goal of the Marketing Plan? Marketing Plan Marketing issues group needs to address Priorities Cost Milestones. What is the Goal of the Marketing Plan. Establish AMQP developer “messaging” for: Corporate developers Vendor developers

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AMQP Marketing Plan

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  1. AMQP Marketing Plan

  2. Content • What is the Goal of the Marketing Plan? • Marketing Plan • Marketing issues group needs to address • Priorities • Cost • Milestones

  3. What is the Goal of the Marketing Plan • Establish AMQP developer “messaging” for: • Corporate developers • Vendor developers • Build world wide adoption of AMQP • Focus on building a developer community first • Create world wide awareness of AMQP • Internal and external communications plan • Fend off all threats • Competitive analysis and positioning

  4. Marketing Plan • Value Proposition & Positioning statement • Website Update • Documentation and Use Cases • Communication Strategy • Analyst Strategy • Standardization Strategy • Events • Specific Plan for IBM

  5. Value Prop & Positioning Statement • One or two sentence positioning statement for AMQP that all members can recite when asked “What is AMQP” • Elevator pitch • Two minute pitch why a company should adopt AMQP • What is the value proposition to the developer community for vendors, and corporations? • Three bullet points • Is this the same or different for each of the groups.

  6. Website • Update website with the following • Load JOH new design – changing AMQP • Consolidate and agree on list of specific actions. Finesco (Barry Childe). • Provide Documentation • See documentation slide • Content contributions from______________ TBD • Reorganize website into sections; General, (non-member) Member, Developer? • Use cases and testimonials • Blog • News and Analyst briefings • Sample code • Provide running code on website • Links to vendor AMQP specific sites • Why the financial services industry should care (banks, exchanges) • Driven by Alan @ JPMC with help from Stacy/Jim @ INETCO? • Max budget of $10,000

  7. Documentation & Use Cases • All “documentation” to be posted on website • Technical documentation • Needs to be updated with latest feedback from current readers, enhanced, and formatted. Going forward, documentation to be written, formatted, and distributed using standard word processing product. Gaps and inaccuracy’s in documentation need to be corrected. • Needs to be made easy to read/use by developer community (vendor & corporate). • Get Rafi & Rob help with documentation – great documentation is very important in attracting developer community • AMQP one pager “What is AMQP” • What is AMQP • Why should Analyst care • Who’s using AMQP • Vendors & corporation adoption • AMQP story, protocol journey (for analyst & press) • AMQP vs. other Protocols • “for the boss” collateral piece(s) • Why the banks care • Why analysts need to know AMQP • News releases • Use cases • Provide “Enterprise Story” to ensure enterprises know why they should adopt AMQP

  8. Communication Strategy • News releases • YouTube videos • Blog • Use cases • Analyst briefings • Speaking engagements at tradeshows when appropriate by members

  9. Analyst Strategy • Develop documentation for Analysts • What is AMQP • Why should Analysts care • Who’s using AMQP • Vendors & corporation adoption • Provide Use Cases • AMQP story • Analyst road show • Target top 5 analysts in this space • Schedule briefings (in person or WebEx) with them over a two week period • AMQP Analyst specific presentation

  10. Standardization Strategy • Communicate current status • Plan for future • Time frame • AMQP to communicate standard selection, reasons, and possible date for final approval

  11. Events • Face to Face • Decide on how many times a year. Make it the same week every year, although location can change (Europe – NA) • Connect-A-thon • Allows vendors to demo interop of technology that is not necessarily the product they are going to ship • Microsoft & Interoperability Vendor Alliance • OCCI & AMQP • AMQP Developer conference?

  12. Strategy for Legacy Middleware • Use AMQP to displace legacy protocols from networks • Encourage legacy products to bridge to AMQP • Enable companies to keep their favourite products while embracing open protocols

  13. Marketing Issues Group Needs To Address • Positioning Statements needs to be agreed upon by the group. Is it an interoperability message or something else. What does interoperability mean? • Positioning of AMQP v1.0 and/or 0-9-1 and/or 0-1-0, etc. Which version do we provide positioning for, v1.0 only, all, a few? Is the positioning different between the versions?

  14. Priorities • Deal with Marketing issues group needs to address • Positioning Statements • Web site • Documentation • Connect-A-thon • Communications

  15. Cost • Web site - $10,000 • All other - to be done by member volunteers

  16. Milestones • TBD

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