UPnP Forum Marketing Committee Update
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UPnP Forum Marketing Committee Update. Andrew Liu Co-chair UPnP Forum MC Intel Corporation. Agenda. UPnP Vision MC Charter MC Structure Marketing Programs. UPnP Vision. “Easy Home Networking for the Interconnected Lifestyle”. Consumer Electronics. Digital Islands. Computer Network.

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Upnp forum marketing committee update

UPnP Forum Marketing Committee Update

Andrew Liu

Co-chair UPnP Forum MC

Intel Corporation


  • UPnP Vision

  • MC Charter

  • MC Structure

  • Marketing Programs

Upnp vision

UPnP Vision

“Easy Home Networking for the Interconnected Lifestyle”

Upnp forum marketing committee update



Digital Islands











Upnp forum marketing committee update

UPnP Vision




Easy Home Network for the Interconnected Lifestyle

Upnp technology devices just work when they are connected
UPnP TechnologyDevices Just “Work” When They are Connected

  • Enable devices to be automatically configured when they…

    • Connect to a network

    • Communicate their capabilities

    • Control information to any appropriate control application

Upnp forum mc charter
UPnP Forum MC Charter

  • Increase membership participation in the UPnP Forum

    • Focus on internal Forum Member marketing

    • Help identify categories needing UPnP standards

    • Champion, help establish WCs for new categories

    • Promote adoption of UPnP technology to members

    • Increase participation within UPnP Forum

    • Become a platform for marketing efforts of forum members

Upnp forum marketing objectives
UPnP Forum Marketing Objectives

  • Promote membership contributions

    • Encourage companies to chair DCP WCs

  • Deliver on UPnP vision for end users

    • Review DCP usage models for value

    • Identify and recruit new DCP categories

  • Increase awareness & understanding

    • Evangelize UPnP adoption within member companies

  • Completion of more UPnP standards

    • More productive WCs lead to more products

  • Increase UPnP Forum member participation

    • Focus on active members – not just more members

Upnp forum mc vs uic complementary roles
UPnP Forum MC vs UIC Complementary Roles

  • Focus on internal UPnP Forum membership engagement

  • Help identify new categories needing UPnP standards

  • Help start WC in these categories

  • Promote UPnP standards to Forum Member organizations

Increase membership participation within Forum

Create and protect value for the UPnP certification mark

  • Focus on marketing to all external audiences

  • Drive UIC membership as means to build and sustain UPnP mark

  • Involve industry in promoting UPnP mark

Upnp forum mc structure
UPnP Forum MC Structure

  • Co-Chair UPnP Forum Marketing Committee:

    • Andrew Liu (Intel) & Dave Ryan (Microsoft)

  • Member Relations Director: Dave Ryan (Microsoft)

  • Events Director: Rich Geasey (Lantronix)

  • Asia Region Director: Hitoshi Sekine (Ricoh)

  • UPnP IGD Director: Philip Poulidis (GlobespanVirata)

  • UPnP AV Director: Joe Pitarresi (Intel)

  • UPnP Imaging Director: Joe Keller (Hewlett-Packard)

  • UPnP Home Automation Director: Hans Langels (Siemens)


  • Europe Region Director:

  • UPnP Basic Director:

  • UPnP Security Director:

  • New Category Directors: new WC’s need a MC Rep

Events director
Events Director

  • Identify and prioritize the events for UPnP Forum presence

  • Provide guidance to UIC for which events are appropriate for them

  • Seek out speaking opportunities

  • Work with web team to ensure the UPnP Forum Web site clearly promotes upcoming events

  • Work with Geography directors to cover Asia and Europe

Forum member relations director
Forum Member Relations Director

  • Manage process of regular communications to Forum Members to make sure they are informed of programs (Product Champ)

  • Create and manage a process to profile all current and new members to more effectively communicate with them

  • Ensure Forum Member database is up to date and accessible to Marketing Committee and Steering Committee

Category director
Category Director

  • Review consumer usage scenario document for proposed DCP

  • Create collateral related to DCP (overview presentations, white papers, Q&A’s, etc)

  • Work with UIC to help form a marketing plan to drive awareness, adoption and market success

  • Establish relationship with DCP working committee members

Geographic director
Geographic Director

  • Ensure that there is UPnP Forum market development progress in a geography outside of North America

  • Work with the other Directors to make sure UPnP technology is represented in their region to contribute to industry adoption

Marketing programs
Marketing Programs

  • Product Champs

    • Build list and create deeper UPnP penetration in companies

  • UPnP Summit

    • Coordinate this event in target geographies

  • UPnP Forum Website & Newsletter

    • Maintain awareness of technical progress

  • DCP WC Success

    • Recruit and coordinate companies for new DCPs

    • Review DCP usage scenarios to ensure it to Vision

UPnP Marketing Committee responsible

for internal, member-focused programs