San Juan Meeting June, 2006 1 Report on Marketing Initiatives and Liaison Activities IEEE CS...

San Juan Meeting June, 2006 1

Report on Marketing Initiatives and Liaison Activities

IEEE CS Meetings, San JuanJune 2006

John HarauzPlanning and Marketing Committee Chair

Standards Activities Board


Agenda• Marketing Initiatives

– Marketing Objectives– Marketing Tactics– Standards product development and membership promotion– SA Fees structure– Standards Related Services– Standards Revenue Sources– New standard product: Technical report – Standards Week– Far East Standards promotion

• Professional Certifications• Emerging Technologies• PPC Activities• TAB Activities• Standards Column


Marketing ObjectivesSusan Tatinner/Karen McCabe - IEEE SA Marketing

• Build IEEE brand awareness• Create demand for products and services and

hence increase sales/revenue• Change attitudes and perceptions to standards

and IEEE as an SDO• Secure new standards work• Gain new members considering president’s

diversity initiative and developing countries, e.g. one size does not fit all

• Retain existing members


Marketing TacticsSusan Tatinner/ Karen McCabe - IEEE SA

Marketing• Direct market /promotion of products and

services– Website presence (example SAB- C. Lohr)– Develop and use media lists and news wires

(example SAB PR Process)– Targeted trade events/exhibits

• Indirect marketing/image building– Lectures/guest speakers– Articles/papers– Books– Email newsletters/bulletins– Surveys


Standards product development and membership promotion – G. Carter CS Staff

• Better target and evolve existing products and promotions for appropriate market segments

• Staff can help with timing, bundling, special offers, promotion response tracking– Special half-year or full-year rates to give new

members bonus months– Discount new memberships, i.e. introductory rates– Bundle membership offer with product sale– Option for product sale with conference registration– Business rules and promotion response tracking


SA Fees Structure

• Work with IEEE-SA to:– set up alternate fee structure to replace fees for

standards – bury fees for SA individual membership to

eliminate SA individual fees as a roadblock.

• We need to draft a recommendation in support of this.

• Investigate new types of memberships – specifically in support of other volunteer or non-profit organizations.


MARKETINGStandards related services: R. Robson

• Consulting services– create a list of consultants with expertise on standards

development. – Consultants would pay a fee for the listing. – There would be an appropriate disclaimer to avoid liability,

but at the same time the SAB could be involved in quality control.

– Jim Isaak might be interested in this since he has long advocated standardization as a legitimate academic sub-discipline of Computer Science.

– Costs: Setting up the program would require discussing and developing some criteria (an SAB activity), determining a fee, setting up an area on the Web site, and creating an appropriate set of terms and conditions.

.


MARKETINGStandards related services: R. Robson (cont’d)

• Membership in standards committees (for those who charge fees)– Some SC’s charge fees to cover costs. – It would be very nice for the SC’s if members could

sign up through the Computer Society Web site. – This would simplify bookkeeping and offer

opportunities for “up-selling” CS membership.– Costs: Implementation through IT. Some thought

needs to be given to where the sign-up page lives. Probably on the CS standards site.

– Savings: Currently (at least for the LTSC), John Daniels is burdened with accepting and recording payments. There would be some savings in terms of workload.


MARKETINGStandards Revenue Sources - Jim Isaak

• Develop a 'service mark' for using specific standards and charge corporations a fee for use. -- presumably self-declared conformance -- one fee consideration: a fixed amt per year based either on corporate size or on some metric of volume (realizing that corporations won't want to disclose their actual volumes)

• Provide advertising opportunities in conjunction with the standards documents (particularly interesting for on-line versions where ads can be maintained as 'current')

• Conformance testing fees & branding/service mark


MARKETINGStandards Revenue Sources - Jim Isaak

(cont’d)• The most essential element is to encourage/

develop/ establish Buyer demand. -- either requirements or 'acceptable' standards -- major industry or governments are the obvious targets.

• This can also be encouraged including procurement guidelines, etc.

-------------• A point of concern is the 'risk' some individuals face

from standards participation or advocacy. ... with some persons noting the need to change jobs, or even being dismissed from employment for such activity.


TECHNICAL REPORTSISO Documents other than Standards

• Technical Reports document published by ISO or IEC containing collected

data of a different kind from that normally published as an International Standard or Technical Specification

• NOTE 1 Such data may include, for example, data obtained from a survey carried out among the national bodies, data on work in other international organizations or data on the “state of the art” in relation to standards of national bodies on a particular subject.

• NOTE 2 Prior to mid-1999, Technical Reports were designated as Technical Reports of type 3.

• the technical committee or subcommittee may decide, by a simple majority vote of P-members voting, to request the Chief Executive Officer to publish such data in the form of a Technical Report



(cont’d)• Technical Specification TS document published by ISO or IEC for which there is the future

possibility of agreement on an International Standard, but for which at present– the required support for approval as an International Standard cannot be

obtained,– there is doubt on whether consensus has been achieved,– the subject matter is still under technical development, or– there is another reason precluding immediate publication as an

International Standard• NOTE 1 The content of a Technical Specification, including its annexes, may

include requirements.• NOTE 2 A Technical Specification is not allowed to conflict with an existing

International Standard.• NOTE 3 Competing Technical Specifications on the same subject are

permitted.• NOTE 4 Prior to mid-1999, Technical Specifications were designated as

Technical Reports of type 1 or 2.



(cont’d)• Guide document published by ISO or IEC giving orientation, advice or

recommendations on non-normative matters relating to international standardization– NOTE Guides may address issues of interest to all users of International

Standards.

• Publicly Available Specification PAS document published by ISO or IEC to respond to an urgent market need,

representing either a) a consensus in an organization external to ISO or IEC, or b) a consensus of the experts within a working group

– NOTE 1 A Publicly Available Specification is not allowed to conflict with an existing International Standard.

– NOTE 2 Competing Publicly Available Specifications on the same subject are permitted.


Technical ReportsCS Publication Options

• Standardization books can fit in a number of Computer Society Press series not just emerging technologies series – Emerging Technology series focuses on emerging technologies that

impact the implementation of or interface with software systems– commits to encourage innovation, awareness and development of

emerging technology trends by the leading thinkers in advanced technology, sharing their insights.

– Focus is to keep them short, lower cost, and fast to market. Some of the new technologies may have a short shelf life. Emerging technology topics would include wireless (WIFI, Bluetooth, 802.11x), information technology topics, security (cyber, internet, SCADA, telecom), and new design or development paradigms.

– In terms of schedule --books take a long time -- it typically takes at least one year to write a book


Technical ReportsCS Publication Options (cont’d)

• A Program like Ready notes for technical publications is a different product. – Ready notes are intended to be 'quick ' and short

papers which are sold online. – They are generally smaller in size than a most books

however emerging technologies book series is focused on quick and short too.

– The ready notes may be quicker to write and the price point is generally much lower (under $20.00)

– Dick Price is the POC for the ready notes program.– Ready Notes program is in its infancy and getting

formal approval this BoG session. – Action - Investigate launching a similar program for

tech pubs for both SAB and TAB pubs.


Standards Week – Richard Thayer• Four events organized in 1980’s by S2ESC: San Diego, Munich, San Francisco,

Phoenix• Lowell Johnson host for the one in San Diego, although Jim Isaak was the force

behind it. • It was set up to co-locate with PASC, POSIX, and ISO meetings. The plan was

to invite local people, and try to spread the word around as much as possible since it was open (and basically free) to anyone. The idea was that people that were interested in standards, but not knowledgeable, could sit in on some real meetings to get a feel of what goes on.

• One whole day was set aside for formal presentations by people from as many different standards areas as could be forcefully recruited that ran from ½ to one hour. Many of the presentations were quite good.

• However, the rub was attendance, which was extremely small. If you did not count the presenters, and people from the standards groups (who were already there), there were about a dozen people who showed up.

• Lowell’s group did not attempt this again, since attendance was lost during the presentations. However, they did send a representative to the next one.

• The problem was considered to be twofold, not enough advertising, and lack of interest in standards.


Standards Promotion – Far EastSpecific actions to consider

• Targeted topical direct mail campaigns: email, print• Website presence• News releases through media lists and news wires • Targeted conferences, trade events/exhibits• Standards related promotions: discounted membership, special offers and

bundles• Specific standards packages by product and sector• New standards related products• Standards related services• Lectures , guest speaking engagements, workshops• Articles and papers• Email newsletter or bulletin• Advertising brochures and flyers• Surveys• Outsourcing sales of documents• Regional offices and partners


Standards Promotion – Far EastLead: Rohit Kapur

• Objectives:– Change attitudes and perceptions on IEEE brand awareness

and image– Create demand for standards and services– Gain new standards members– Secure new standards work

• Things we can do– Increase standards awareness– Improve perception of IEEE’s image as non-international– Reduce barriers to participation: language, fees, technology– Knowledge Transfer

• Work with IEEE SA Marketing and CS Staff on markting activities and promotions


Professional Certifications ofInterest

Profession Society Certification

Project Management Project Management Institute** PMP (Project Management Professional)

CAPM (Certified Associate in Project Management )

Software Engineering IEEE Computer Society CSDP (Certified Software Development Professional)

Systems Engineering International Council on Systems Engineering

CSEP (Certified Systems Engineering Professional)

Quality Engineering American Society for Quality CSQE (Certified Software Quality Engineer)

Simulation Modeling and Simulation ProfessionalCertification Commission (M&SPCC)

CMSP (Certified Modeling & Simulation Professional)

**Seeking ISO/IEC 17024 Accreditation from ANSII


Professional Certifications ofInterest (cont’d)

Profession Society Certification

Cost Estimating Society of Cost Estimating and Analysis

CCE/A (Certified Cost Estimator/Analyst)

Information Assurance International Information Systems Security Certifications Consortium

CISSP (Certified Information Systems Security Professional)

Human Relations Society for Human Resource Management

SPHR (Senior Professional in Human Relations)

Information Technology Canadian Information Processing SocietyAmerican Institute of Certified Public Accountants

ISP (Information Systems Professional) Certified Information Technology Professional (CITP)

Software Testing American Software Testing Qualifications Board, Inc. (ASTQB/ISTQB)

ISTQB Certified Tester - Foundation Level

ISTQB Certified Tester – Advanced Level


Software Engineering Institute (SEI) Certificate Programs

Software Engineering Process Management (SEPM) Certificate Programs

• SEI Certificate in Software Engineering Process Management• SEI Certificate in Software Process Improvement Implementation • SEI Certificate in CMMI • SEI Certificate in Personal Software Process for CMMI Computer Security Incident Handler Certification Program Software Architecture Certificate Programs • the Software Architecture Professional Certificate• The Architecture Tradeoff Analysis MethodSM (ATAMSM) - ATAM

Evaluator Certificate• The ATAM Lead Evaluator Certificate program


Council of E-Commerce Consultants (EC-Council) Certification**

• Certified e-Business Associate • Certified e-Business Professional • Certified e-Business Consultant • Certified Ethical Hacker (CEH) • Computer Hacking Forensic Investigator (CHFI) • EC-Council Certified Security Analyst (ESCA) • Security 5 • License Penetration Tester (LPT) • Wireless 5 • Network 5 • EC-Council Network Security Administrator (ENSA) • Certified Network Defense Architect (CNDA)



Cisco Systems Certification**

• Cisco Certified Design Associate (CCDA) • Cisco Certified Design Professional (CCDP) • Cisco Certified Internetwork Professional (CCIP) • Cisco Certified Network Associate (CCNA) • Cisco Certified Network Professional (CCNP) • Cisco Certified Security Professional (CCSP) • Cisco Certified Voice Professional (CCVP)



Microsoft Certification**• Microsoft Certified Applications Developer (MCAD) • Microsoft Certified Database Administrator (MCDBA) • Microsoft Certified Desktop Support Technicians

(MCDST) • Microsoft Certified Professional (MSP) • Microsoft Certified Solutions Developer (MCSD) • Microsoft Certified Systems Administrator (MCSA) • Microsoft Certified Systems Engineer (MCSE) • Microsoft Certified Trainer (MCT)



IEEE Standards Activities –TAB New Technologies Direction Committee

• SAB liaison with Cherry Tom Project Initiation Manager IEEE Standards Activities

• TAB New Technologies Direction Committee– Biotech and Bioengineering– Distributed Intelligent Network & Systems – Digital Intellectual Property – Future Power & Alt. Energy Technologies – Biometrics– Global Earth Observations– Organic Electronics – Portable Information Devices


Healthcare Task Force• The Healthcare Task Force concluded:

– that a significant number of IEEE members were actually working in fields directly or indirectly related to healthcare.

– that there was a high degree of interest among members in helping to improve healthcare through the use of technologies in areas where the IEEE has expertise.

– that there were areas where the expertise of IEEE members would be welcomed.

• A number of recommendations were generated:– healthcare related standards– healthcare focused journals, publications, conferences– participation by IEEE members with other healthcare profession

associations• This standards study group is one output of those

discussions, made possible by the tenacity of a number of IEEE members and the IEEE Standards Association


“Open” Listing of Suggestions for IEEE Standards in Health IT

• Enablers to create models for “hospitals of the future” as a way to facility changes in healthcare practice

• Standards for telemetry devices in healthcare• Performance requirements for medical devices… no current standards• Life-critical messaging in networks• Medical device validation standards• Medical systems design language• Expert systems rules management• RFID tag management … numbering rules• Process standards• Enterprise level systems integration• Risk analysis• Missing Medical device taxonomies• Security management and reporting of security/privacy breeches

… no current national/international structures for reporting … end-to-end authentication and encryption

• Authentication and end-to-end encryption• Device interoperability• Consumer health device performance requirements … no standards of any kind


Health Care Task Force - 4 Groupings for Followup and possible SAB sponsorship

• Personalized Health Informatics

• Expert Systems Frameworks for Healthcare• Medical System Verification and Validation

• Tracking Systems for Healthcare• Network Infrastructures (local and wide)• Spectrum Allocations for Healthcare• Healthcare ‘Connectivity’ Standards• Common Exchange Protocols

• Missing Medical Device Taxonomies


Health Care Task Force Status

• The subgroup that is furthest along appears to be the Personal Health Informatics subgroup led by Jose Lacal of Motorola.

• He has identified about 30 people around the world to work on this topic and drafted a PAR a while back which I expect will be shared and revised with this group.

• Cherry provided to him Kathy's contact info along with sponsor contacts from EMBS, ComSoc, and CAG.


PPC Liaison Activities

• Association of Professional Engineers, Geologists, and Geophysicists of Alberta (APEGGA) Annual Conference: Software Stream April, 2006 Edmonton, Alberta. – Over 700 attendees in total, 300 + for the software stream

• J.Harauz on behalf of PPC– recruited CS speakers for APEGGA Annual Conference – Software Stream in

April in Edmonton, Alberta• Steve McConnell provided two keynote presentations.• John Waltz presented on Practical Support for CMMI®-SW

Project Documentation: Using IEEE Software Engineering Standards • Bret Michael presented on “Is Traditional System Engineering Right for

Engineering System-of-Systems?”• John Harauz presented on Software Engineering Knowledge and

Standards of Practice (SWEBOK, CSDP) and acted as moderator for the software stream.


PPC Liaison ActivitiesStandards Feedback from APEGGA Conference

• CMM for small projects• Frame Reuse standard as a new initiative (Paul Basset CIPS)• Better Software Project Management Standard Needed- Philippe

Krutchten, Frances Hartmann– PMBOK dated, too general for software– Software project considerations– External environment– Model driven design– No fixed work breakdown structures– Very bad estimation– Different management practices: iteration, reduce waste, communication,

coordination and facilitation– Planning process important– Tools for managing software project: simple spreadsheets, dashboards,

top ten lists, not Microsoft Project– Managing changes and complexity– Managing enterprise stakeholders, satisfaction space of end users– Distance between complete and incomplete– Tracking defects


PPC Liaison Activities (cont’d)

• APEGGA recently published its "Guideline for Professional Responsibilities in Developing Software." The PPC and its members provided input to the Guide.

• Lead to develop "over-arching framework" for SWEBOK and other BOKs to address IT Services


TAB Activities

• TAB-SAB Cross-Reference Mapping Table

• Emerging Technologies: A preliminaryAnalysis– Gaming (Visualization & graphics, Simulation, Multi-media

Computing, Learning Technology)

– Geospatial Informatics (Electronic Commerce, Mass Storage, Data Eng., Distributed Processing, Multi-media Computing, Visualization & Graphics)

– Mobile Computing & Security (Security &Privacy)

– Virtualization & Related Management (None)


TAB Activities• Proposal to form new Safety TC/TF on Safety to

integrate Safety Issues across CS• Plan to discuss and vote on a proposed Safety

Task Force in San Juan • Proposal under preparation for Joint Workshop

to investigate interrelationships and overlap among safety, complexity and information assurance– Invited workshop attendance of 50– 1st or 2nd quarter 2007– Naval Postgraduate School, Monterey,

California


January 2006 Enabling Simulation Interoperability Katherine Morse, SISO

March 2006 Standardized Uniqueness: Oxymoron or vision of the Future?

Erik DuvalWayne Hodgins, LTS

May 2006 IEEE Std 1220 - Standard for Application and Management of the Systems Engineering Process.

Terry Doran

July 2006 "Where and Why the Fault-Tolerant CORBA Standard is Broken"?

Priya NarasimhanCarnegie Mellon

University

September 2006 the gap between IEEE standards and International standards and how it has narrowed

Jim Moore

November 2006 What Level of Technical Detail Belongs in a Standard?

Kathy Land/Frank Hill

January 2007 61508 Safety Standard as a Framework

Felix Redmill

March 2007 Safety Performance Standards J. Voas

Computer Magazine Standards Column

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