The Wireless World Research Forum Branding of WWRF Fiona Williams, WWRF Treasurer

WWRF General Assembly June 09, 2004 OSLO Brand definition  2 nd Workshop Heidelberg 13 th April  Defined the audience we want to reach and their interests in the WWRF  Defined the value statements and brand summary “onion diagram”  Completed set of slides defining the WWRF brand

WWRF General Assembly June 09, 2004 OSLO INFO SEEKERS Consolidated vision from key players Reduce risk – better success business planning Key players NETWORK SEEKERS (here today) Meeting right people discover new points of view, insights Gaining new and testing my understanding Risk management ID opportunities individual unique USP 2 way dialogue and chance to talk = informal win win DEAL MAKERS (previous years) Relevant partners; make deals A project; a winning consortium; political context Meet in person; see their strategy; senior research people STRATEGY MAKERS Influence the influencers; real influence Real influence; higher credibility; change my proposal linked to policy (book or vision) Link to big boys; Link to regulators/ funding bodies Visible – strategies/output passive active info partners Credibility gap – could be aspiration, not where we are today, would need to build alliances with other sectors, retail, health Proposition Benefit Reason why Role of WWRF

WWRF General Assembly June 09, 2004 OSLO Influence where the Wireless world is going Reasons to believe Values Academia revenue Buzz Whole industry involved dynamic Commercial Higher chance of success in market Track record (Impact on standards) Proven impact on research Benefit visionary influential global active On the ball High quality research funding Higher recognition impact recognition Success stories Important professors High profile influential Well grounded competent

WWRF General Assembly June 09, 2004 OSLO Design Pitch Meeting, June 1, 2004, Paris  Request for a “pitch” on June 1 issued to 2 companies following phone discussions with a range of companies  2 companies (FutureBrand, London and ChroMedia, Munich) were invited to present their proposals (pitch) on how to develop the design of the WWRF brand elements  Decision is to go ahead with ChroMedia (Munich) as the better offer  Budget plan is to spend maximum of 60, ,000 Euro on this work in 2004