2. May 16, 20002 USB Compliance Program Ralph Smith USB-IF Administrator Ralph Smith USB-IF Administrator

3. May 16, 20003 Agenda w USB-IF Goals w Compatibility vs. Compliance w Compliance Program changes with USB 2.0 release w Compliance Program Status w Logo Program Status w Call to Action

4. May 16, 20004 USB IF Compliance Program Goals w Compatibility across all USB devices is our goal – “IT JUST WORKS!!!” end user experience w Compatibility can’t be objectively measured – USB-IF created Integrators List as indicator Product Return Rate Sell Through, Volume Press Integrators List AbsoluteGoodOKGood NOT (Career Limiting) Late, Better A Little Late Early IndicatorAccuracyTimeliness

5. May 16, 20005 Importance of Compatibility w Products do NOT operate in a vacuum – Your product WILL operate with others in real life – Perfect spec compliance would make compatibility easy w Testing with other products is key – Individual product testing is necessary not adequate w Compliance program helps 5m 5m 5m 5m 5m Host Hub Device

6. May 16, 20006 Integrators List w List of products, a single point source, that pass USB-IF compliance program w High visibility for products on this list – Members use it in purchasing and bundling decisions – List is WWW.USB.ORG product search and featured product sources – USB-IF uses this list for all demo and press activities – Shipping products listed in monthly retail newsletter

7. May 16, 20007 Existing Compliance Program w Compliance testing provided by USB-IF – In Compliance Workshops: 4 per year in U.S., 1 per year in Taiwan w Benefits are sufficient to convince many vendors to test w Still many products go to market without testing w Strong logo and compliance program is coming on line to encourage more to test

8. May 16, 20008 Today’s Compliance Testing Results w Significant number of devices tested at Compliance Workshops fail – Third party device drivers – Power supply/consumption – Signal integrity w Not clear how many devices are fixed before shipping w Cables are of varying quality today – 7 out of 20 cables failed Intel compliance testing – 2 out of 11 failed Gigatest compliance testing

9. May 16, 20009 Why Develop Stronger Logo Program Now w Non-compliant cables may not cause user failures today, but will likely cause them on USB 2.0 – Spec “headroom” goes away with USB 2.0 higher speeds w Higher speed creates greater challenges for designers w The promise of “Easy PCs” and USB ease-of-use will be in full swing – The “Easy PC” paradigm puts new demands on systems and peripherals – Expectation level for USB will be very high - cannot afford any glitches in transition to USB 2.0 w There will be more products from more vendors – i.e., storage products will migrate to USB USB 2.0 Needs Strong Compliance/Logo Program USB 2.0 Needs Strong Compliance/Logo Program

10. May 16, 200010 Expanding Compliance Testing w Develop USB 2.0 high speed testing through compliance workshops in close coordination with test houses w Enable USB-IF certified labs to do compliance testing w Compliance Workshop will provide networking and demonstrated operation learnings w Program rollout on low/full speed product this year w Low/full speed compliance testing program ramps into high speed testing – Repeatable and robust to support logo enforcement – Includes retest expectations

11. May 16, 200011 USB-IF Certified Test Labs w Many benefits for vendors to use test houses – Testing available anytime, more convenient (especially for non-U.S. vendors); can line up with product rollouts – One-stop shopping for debug and other related testing services – Companies with secret products can keep them out of public view

12. May 16, 200012 Importance of Cable Compliance w USB 2.0 cables are spec compliant USB 1.1 cables w ESD, EMI, signal marginality, power marginality w Systems, peripherals, bundle, not bundled, captive or removable all need good cables w The cost of a support call is HIGH, testing is not w The Logo is not the icon – Icon means this is USB and not anything else – Logo means this is USB for sure and works with a wide range of other products

13. May 16, 200013 Cable Compliance Is Essential to USB 2.0 Success Cable Testing Status w Cable testing has already been developed, will not change for USB 2.0 – Test spec has been created, fixtures being developed – Two test labs are certified and testing, others close – Integrators List for cables cleaned out – Includes electrical, mechanical, environmental – Testing subset for vendors of cable assemblies – Follows long-running precedent from other cables w Strong desire from leading cable vendors to “level the playing field” among all vendors

14. May 16, 200014 First Two Cable/Connector Compliance Labs Certified w Contech Research Inc. Contact; George G. Olear II Phone; 508 226-4800 FAX; 508 226-6869 Email; ggo@contechresearch.com URL; www.contechresearch.com w NTS Contact; Sheldon Singleton Phone; 714 879-6110 FAX; 714 879-6117 Email; Sheldon@ntscorp.com URL; www.ntscorp.com or www.ntslabs.com

15. May 16, 200015 Peripheral Testing Status w Moving USB low and full speed testing to independent labs – Certified test labs are ready to test today – Test spec is on the web for 30 day review – Fixtures are being developed, USB-IF will make available w We are in a transition period before logo rollout with first high speed products w Testing at Compliance Workshops in 2000 allows logo use after rollout w Integrators List will “split” with logo rollout – 1.1 list vs 2.0 list split

16. May 16, 200016 First Compliance Lab Certified w PIMC Contact; Johan Craeybeckx Phone; +32 (11) 303653 FAX; +32 (11) 303690 Email; johan@pimc.be URL; www.pimc.be

17. May 16, 200017 Incentive Strategy w Two incentives with USB 2.0: – Adopter Agreement provides license for compliant products only u “The USB 2.0 Adopters Agreement allows a signing company to participate in a reciprocal, royalty-free licensing arrangement for compliant products. Please review the agreement terms for specific details.”. – New, more enforceable logo and logo license u Logo will be issued to products passing compliance program u Create incentive for vendors to use logo with a Marketing program to build equity in new logo

18. May 16, 200018 Logo Incentive Model Objective: Strengthen Incentive for Vendors to Use Logo Vendors Conveys exciting message (hi-speed?) Education: logo=compliance Vendors want to use logo Channel requires logo Users buy products with logo ChannelChannelUsersUsers NEW LOGO

19. May 16, 200019 Logo Positioning/Key Messages w Core = USB goodness (simple, speedy, expandable) w Message to Users: New and exciting – Optional identifier for high-speed product w Message to channel: compliance – Identified as passing USB-IF compliance testing “HI-SPEED” USB “USB-IF Listed” Concept only

20. May 16, 200020 Channel Marketing Plan w Objective: Educate the channel that new logo = compliance w PR campaign – Press, analysts, articles, trade publications w Trade and channel advertising – CRN, CRW, Twice, Web-based, etc w Channel training programs – Collaterals, training and detailing, in-store merchandising and product demonstrations, trade shows and events, endcaps

21. May 16, 200021 Give YOUR Product a Chance to Excel in the Market w Read the spec, design your products compliant w Review the test spec on the web w Make sure your products are spec compliant – In house testing – Test your product in USB -IF compliance program w Take advantage of the FREE marketing provided for USB-IF compliant products – Use the logo correctly – Get included in USB-IF marketing work (start with web)