TSC Business Meeting V1 Launch & Other Marketing activities May 2019 1

Some News 2

EdgeX Recognition “EdgeX Foundry, the vendor-neutral, operating system and hardware independent, open source, microservice, software edge computing platform, is a finalist for the “Best Edge Computing Solution & Achievements in IoT Integration” award for the IoT World Awards. The awards celebrate the success and outstanding contributors to the very best in the world of IoT”.

EdgeX Marketing Activities Pre LF Edge EdgeX Marketing Activities 4

Pre- LF Edge EdgeX Activities Previously targeted 3 Edge X trade show events, originally shared vendor funding then switched to project funded events Originally we had Hannover Messe and IoT SWC (Barcelona), and now IoT World (although this is an LF Edge stand) – we now have the possibility of vertical market events also Maintenance and updates for EdgeX website – unclear how we manage website going forward and LF resources available to support We previously had a travel budget for support of individuals going to events on EdgeX behalf we also had a budget to support local IOT events to promote EdgeX We were previously able to allocate budget for special projects e.g. Edge X demonstrator ($150k)

EdgeX V1.1 Launch 6

EdgeX V1 Marketing Strategy EdgeX absorption under LF Edge has created several problems Loss of Edge X ‘single focus Increased overhead costs Dilution of funding Less dedicated product marketing We need to both: Control EdgeX’s destiny Exert strong/er influence over LF Edge (or risk further budget and resource dilution) 2019 is a critical time for EdgeX adoption; an impressive launch is imperative. An underfunded or poorly executed launch and follow-up will undermine us for years ahead Proposal: We create an EdgeX marketing group to develop and execute the EdgeX marketing strategy in cooperation with the LF team

EdgeX V1 Launch Plan - Actions May-Jun: launch preparation Late Jun: V1.0 launch October: V1.1 (Fuji Release) launch at IoT Solutions World Congress – October May-June requirements: A single market message (i.e. value proposition + competitive advantage) Launch content (e.g. product spec sheets, white papers, Q&A, web page creatives, success stories, user endorsements, vendor commitments, demos, V1.0+ roadmap) Launch communications (e.g. web site, CRM database, direct mail, PR engagement, trade show space, open source communities involvement, on-demand videos) Budget and resources for the above July-Oct requirements: V1.0 launch follow-up, maintain momentum As above repeated and updated for V1.1 launch at IoTSC (?) Barcelona

EdgeX V1 Launch Plan - Resources Map-out a six month dedicated EdgeX V1 Launch Plan Determine activities to be funded by LF Edge What is EdgeX share of the LF Edge marketing budget? What is the joint LF Edge Budget across projects and how will that be allocated? Create an upside plan over and above LF Edge support for which we seek both LF Edge and sponsor company support (potentially financial and resources)

Barcelona IOT World Solutions Congress Floor Plan: 60m2 (Hall 2 C 361) Edge X Board approved budget for the show was $58k.

Agreed Actions 11

Actions from Meeting Maintain and strengthen Edge X independent marketing position within LF Edge Confirm LF Edge Edge X Marketing Budget Create Edge X Marketing Team to Develop resource and execute V1 Edge X Launch in collaboration with LF Edge Team

Thank You!