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Marketing Committee Meeting - 26 15 th Oct 2019

In this meeting, participants must adhere to antitrust laws. The agenda includes discussing the promotion of the enterprise AR ecosystem, updating the AREA editorial calendar, case study reach out, and planning future events.

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Marketing Committee Meeting - 26 15 th Oct 2019

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  1. Marketing Committee Meeting - 26 15th Oct 2019

  2. Roll call .

  3. As participants in this meeting, we need to be mindful of the constraints of antitrust laws. • There shall be no discussions of agreements or concerted actions that may restrain competition. • This prohibition includes the exchange of information concerning pricing, rates, coverages, market practices or any other competitive aspect of an individual company’s operation. • Each participant is obligated to speak up immediately for the purpose of preventing any discussion falling outside these bounds. Antitrust Policy

  4. New co-chair • Alyanna Ilyadis – PTC • More input from members needed • What can we do to promote the enterprise AR ecosystem? • Brainstorm ideas AREA Marketing Committee Re-boot

  5. AREA Editorial Calendar 2019

  6. AREA Editorials Update • Goals: • Provide practical thought leadership & insights to the AREA ecosystem • Offer a public voice for AREA members to share their point of view First editorial live: “How Get Beyond the Cool Demo to Full Deployment” Contributions from Augumenta, RE’FLEKT, Theorem Ranked editorial candidate list Voted by marketing committee members

  7. Next steps & discussion • Good participation on first editorial (“cool demo to deployment”) • No responses to the second (“barriers to adoption”) • Other than an earlier response from Christine • Current plan: Michael will write the editorial • Include content from Christine Title: “What are the business barriers to AR adoption – what is being done to overcome them?”

  8. Next steps & discussion • Discussion • Next candidates: • 1. How does AR fit into a company technology strategy? • 2. Experience from AR wearable providers – the benefits of handsfree work • 3. To build or buy – ways to implement AR software solution • Are we still happy with the original list? Any changes? • How can we drive participation and promotion? Go live ~2 weeks after kick-off date

  9. Case study reach out

  10. Sharing case studies with ecosystem • There are 19 enterprise AR use cases defined on the AREA portal • https://thearea.org/area-resources/use-cases/ • Want to supplement the use cases with use cases (real life examples of use case implementation). • Can you provide links, • videos, white paper, examples • of case studies • AREA will collect and • promote to the ecosystem

  11. Future events AREA workshop • AREA interoperability workshops • AREA workshop • Industry events

  12. AREA interoperability workshops • On January 14, 2020, the AREA will conduct its first full-day workshop to brainstorm and document enterprise AR interoperability requirements for workers who can use AR to perform operations on a shop floor more efficiently and safely. The use cases include providing job orders, configuring instruments or machinery, servicing or repairing components and machinery in a plant, ensuring correct materials are positioned with respect to machinery and support critical processes, navigating a user to job site, delivery of complex instructions, quality inspection and remote expert support. • This workshop, a component of the AREA Interoperability and Standards program, is designed to provide value to the following stakeholders: • Representatives of enterprise organizations with manufacturing or assembly use cases that meet the workshop’s criteria will learn how to develop requirements and contribute their requirements which, if/when met will improve their ability to integrate AR into their business and shorten ROI, • Standards Development Organizations (staff and members) will have a more detailed understanding of the customer requirements and, based on those, be able to evaluate if/how their organizations can reduce barriers to enterprise AR interoperability. • In the future, the AREA will conduct additional workshops on other mature use cases and industries of high interest.

  13. AREA interoperability workshops

  14. AREA workshop • AREA considering two workshops in ’20 • US – with OMG technical meeting • March (16th / 17th tbc) ’20 in Reston VA • Great opportunity to bring new enterprises to the workshop • Need to cover costs of event (approx $20k) • Combination of sponsorship and charging attendees • Need working group to discuss and agree details

  15. Industry events • Whilst the AREA’s event presence continues to grow and expand through participation in panels, speaking slots and media agreements with selected organisations, the AR space is becoming increasingly crowded. • We have to adopt a more strategic approach in terms of which events we support and the decision was taken (together with Marketing Committee support) to adopt a more industry-focused event approach to bring enhanced value to our members with richer, deeper emphasis on industry-specific AR challenges and barriers. • An initial outreach to AREA members along with our research of the landscape of industry-specific events revealed that industries which hold the biggest potential for AR are: • Pharma/MedTech/Healthcare/Medical Devices • Manufacturing (including repair and maintenance) • Education • Recruitment/Resourcing • Mobile Technology • We have identified some of the key events within these industries and will now approach organisers to explore opportunities for an AREA presence, our AREA Pavilion concept, speaking opportunities and so on. • We still need your help! Are there industry-specific events that you can recommend? Given your experience, are there other industries we should focus on?

  16. Events listing • What events are you attending in 2020? • Industry and AR events? • Opportunity for AREA pavilion? • Listing on AREA web site • Discounts and Speaker opportunities • Promote talks via blog / news / social media • Please let angela@thearea.org know

  17. AREA Marketing plan development

  18. Marketing plan development • As the AREA continues to grow and expand it’s imperative that we have in place a marketing plan that supports the broader business plan and strategy. • A marketing plan is currently in the early stages of development which will include traditional elements : • Situation and market analysis • Channels (including an evaluation of our current ‘digital and social health’) • Resources (requirements, challenges, structure etc.) • Target markets • Evaluation and development of USP • Pricing and positioning • Evaluation of marketing collateral • Online marketing strategy • Etc. • But also focus on AREA-specific challenges: • CRM and operational challenges (improvements, automation etc.) and exploration of suitable platforms e.g. moving to Zoho (complete web-based online office suite) • Sales funnel and how to build this effectively • Barriers to entry into the AREA (cost, perceived value etc.) and retention strategy • Etc.

  19. AREA webinars Ideas for 2020

  20. completed webinars • AREA Research Committee • Enterprise AR Interoperability and Standards • Wed 9th Oct – 20 attended – 44 registered • AREA and Scope AR • Building the Perfect AR Use Case for Your Organization • Wed 25th Sep ’19 – 89 attended – 188 registered • AREA Research Committee • Merging IoT, AI and AR: Foundations, Drivers, Challenges and Recommendations • Wed 11th Sep ’19 – 32 attended – 54 registered • AREA Research Committee – AREA members only • Barriers to AR Adoption in Manufacturing • Tue 3rd Sep ’19 – 22 attended – 30 registered

  21. upcoming webinars • AREA Research Committee • Enterprise AR How Public/Private Partnerships Conduct Research on AR in Manufacturing and Standards • Tue 26th Nov ’19 - 9 AM Pacific/12 PM Eastern/5 PM UK/6 PM CET • AREA Research Committee • W3C Immersive Web WG and the Future of Web-based AR • Mon 9th Dec ’19 - 8 AM Pacific/11 AM Eastern/4 PM UK/5 PM CET • AREA Members Webinars • FieldBit – Boosting Field Service Efficiency with AR - date tbc • RE’FLEKT & customer – date tbc

  22. AREA thought leadership webinars • What thought leadership / ideas should we promote in 2020 • Industry specific • key uses cases in {automotive, aerospace, manufacturing etc….} • Technology • The benefits of wearable devices, how to implement in your organization, business cases and technology enablers • Case studies • Examples of successful deployments {provider and customers} • Barriers to adoption • how to overcome • Sponsors of AREA workshop • Thought leadership – drive new attendees • What would help promote the ecosystem / your company? The AREA will organize the rest!

  23. Demographics of followers: • Twitter • US 37% • UK 11% • Russia 7% • Canada 4% • India 4% • Germany 3% • Spain, France, Australia and Mexico between 1-3% • LinkedIn • UK 4% • Australia • Germany 2% • all others US Social media & news update

  24. Social media update • Twitter @theareaorg • Tweets and tweet impressions up 23% • Followers over 9k, picking up new enthusiasts in the industry from events • Lots of interaction around events this time of year • Members, if you’re attending tech or industry events please tag @theAREAorg and use event hashtag so we can share your news, talks thoughts and whereabouts with our community • Members, please keep sending through press releases, blogs, news updates so we can share your great news around enterprise AR rachel@thearea.org • Please share AREA content that will be relevant to your own community of followers • LinkedIn page https://www.linkedin.com/company/ar-for-enterprise-alliance • 771 followers • Clicks through to AREA website increases significantly when individuals share content from our AREA page on their own LinkedIn feed so please keep doing that! • Instagram @theareaorg 4.2k followers, popular for sharing info on new tech and audiences from events. Let Rachel know if your company has an Instagram page and we don’t already follow you or if you’d like us to share your content. • Facebook@AugmentedRealityEnterprise If members have a FB page, please like and share any of our relevant posts with your audience.

  25. AREA news letter

  26. AREA newsletter • Ideas/Input for November • AWE EU recap • Member news • ???????????

  27. 2019 H2 – AREA Committee plan

  28. AREA marketing committee future dates Next meeting 19 November 2019 11pm Eastern

  29. Appendix

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