XML.ORG LAUNCH MARKETING PLAN

["Carol Geyer" <cgeyer7@home.com>]

-----Original Message-----
From: Carol Geyer [mailto:cgeyer7@home.com]
Sent: Wednesday, May 31, 2000 4:19 PM
To: xmlorg@lists.oasis-open.org
Cc: cdessaux@us.oracle.com
Subject: XML.ORG LAUNCH MARKETING PLAN


ACXO,
Please review the attached XML.ORG Regrep Marketing Launch plan and provide
me with your comments.

Note the schedule of press/analyst briefings. If your organization would
like to provide a representative for any of these appointments, please let
me know.

Thanks,
Carol

____________________________________________
Carol Geyer
Media Relations Consultant
OASIS
carol.geyer@oasis-open.org
Tel: +1.941.926.2322
Fax: +1.505.210.2878

OASIS       	http://www.oasis-open.org
XML.org     	http://xml.org
XML Cover Pages	http://www.oasis-open.org/cover/
ebXML       	http://www.ebXML.org
CGM Open    	http://www.cgmopen.org

Title: WEEKS OF JUNE 5 XML Analyst & Press Briefings

 

XML.ORG Regrep Marketing Launch

 

1.            Situation

2.            Objectives

3.         Major Launch Events

4.            Press/Analysts Briefing Schedule

5.            Spokespeople

6.         Launch Collateral

7.            Messages

8.            Potential Press Questions

 

 

1.          Situation

The rapid emergence of XML schemas and vocabularies presents challenges to the industry. Issues of resource identification, classification, cataloging and delivery threaten to hinder XML reuse and interoperability. That’s why it is so important for the XML community to have an unbiased resource to track the issues, to provide a forum for discussing and addressing them and to advocate the development of industry- and world-wide XML standards.

 

On June 22, 1999, OASIS announced that it would provide the XML.ORG Registry & Repository for automated public access to XML schemas. In the year following that announcement, Microsoft has launched and populated the Biztalk repository, and the press, analysts and XML community is well aware of its capabilities.

 

The challenge for the XML.ORG Regrep launch will be to deliver on our promises of a vendor-neutral repository, communicate the differences between XML.ORG and Biztalk and engage the excitement and support of the XML community.

 

 

2.          Objectives

§         Position XML.ORG as the point-of-entry for XML application standards

§         Encourage submissions

§         Increase traffic to XML.ORG

§         Establish a recognized brand presence for XML.ORG in the market

§         Promote concept of global web of repositories, dispel media myth of “Regrep Wars”

§         Encourage the creation of other repositories based on the XML.ORG model

§         Build excitement and sense of project ownership within OASIS

 

 

3.          Major Launch Events

To accomplish these goals, OASIS plans the following activities:

 

JUNE 5-9 – Pre-Announcement to North American Analysts & Press

Representatives: Laura Walker + ACXO members as able

Face-to-face briefings with selected analysts and press in San Francisco (at Java One), New York and Boston and via phone calls.

 

JUNE 12-19 - XML Europe Press Announcement

Representatives: Laura Walker, Simon Nicholson, Norbert Mikula, other ACXO representatives

Individual press briefings in conjunction with XML Europe will be held the week of June 12. Simon, Norbert and Bill will mention the announcement in their conference presentations during the week. The press release will be distributed worldwide.

 

JUNE 26-30 - XML DevCon

Representatives: Laura Walker + ACXO members as able

We will meet with press/analysts (particularly those missed during the pre-announcement). We will issue a follow-up press release on growing support for Regrep/increased submissions.

 

 

 

4.          Press/Analysts Briefing Schedule

San Francisco, Tuesday, June 6

Confirmed

Forrester, Josh Walker, 8:00 am, Restaurant at The W Hotel                                 

InfoWorld, Brad Shewmake, 10:00 am                          

Computerworld, Carol Sliwa 6:30 pm

CNET, Wylie Wong, TBD

Aberdeen Group, Tom Dwyer, TBD

New Media, Claire Keveney, TBD, wants to meet off-site    

eWeek (PC Week), John Taschek, TBD, wants to meet in Foster City                    

Boston, Friday, June 9

Confirmed

Forrester, Frank Gillet and Simon Yates, 11:00 am    

Giga Group, Uttam Narsu 

Tower Group, Dushyant Shahrawat                         

Aberdeen Group, Kate Fessenden                         

Targeted:

ENT, Stephen Swoyer      

PC Magazine (UK), Bob Kane/Manek Dubash        

Paris, Tuesday, June 13

Confirmed:

Meta Group, Michael Barnes, 7:30 am                                  

CAPV, Michael Maziarka      

Targeted:

Computer Weekly (UK), Karl Schneider                         

Financial Times (Geneva), Frances Williams              

Computerwoche, Wolfgang Sommergut                       

Press Attendees to Conference

Phone Briefings

Confirmed:

Internet World, Nate Zelnick  

Targeted:

Internet.com, Edward Grossman                         

Burton Group, James Kobelius                           

 

Other Editorial Opportunities

E-mmerce (European pub) will put info in Jun 12 issue if we provide by Jun 1

 

 

5.          Spokespeople

 

§         Laura Walker, Executive Director, OASIS

§         Others from ACXO who will be available for North American pre-announcement and/or Paris press conference and/or XML DevCon follow-up briefings

 

6.          Launch Collateral

§         XML.ORG Press Materials

o       Press Release

o       Quote sheet endorsements

§         XML.ORG Partners/Affiliates

§         OASIS members

§         Industry standards groups

o       FAQ

o       OASIS/XML.ORG Backgrounder

o       Info on XML.ORG Partners/Affiliates

o       White Paper on need for Open Regrep

 

§         Presentation for Press/Analyst Briefing and Press Conference

 

§         OASIS Member “We Support Regrep” release for distribution after launch

 

§         OASIS-Authored Articles (including case study on how Regrep was built) for placement in industry publications such as:

o       XML Journal--Bob Sutor

o       XML Magazine

o       XMLtimes.com

o       OASIS Member web sites

 

§         XML.ORG Data Sheet

 

§         Web Banner for posting on:

• OASIS site
• The XML Cover Pages
• XML.ORG Partners/Affiliates sites
• OASIS member sites

 

 

 

7.          Messages

§         We’re announcing the first phase of the XML.ORG Registry & Repository. While we continue work on the new site/user interface, the regrep itself is active. We are making this foundation openly available to the public at this stage, so that the community will have the opportunity to experience XML.ORG’s potential and provide input on its evolution.

 

• XML.ORG is something that has never existing before. It is the only, vendor-neutral, open registry and repository for XML schemas. It does not compete with exiting regreps, because XML.ORG is not designed to be the one and only resource for XML schemas. Rather, it serves as a model for an extensible network of XML repositories distributed among an unlimited number of sites, across multiple operating environments.

 

§         XML.ORG seeks to be as comprehensive a resource as possible. We encourage standards bodies, developers, etc. to submit schemas XML.ORG. There are no strings attached to submitting a schema to XML.ORG.

 

§         A new user interface for the XML.ORG site is planned for the near future. It will be based on input received as a result of this first-phase regrep introduction.

 

§         XML.ORG is made possible by the funding and expertise of Documentum, Sun Microsystems, IBM (Oracle?) and other XML.ORG sponsors including DataChannel, Commerce One, GCA, Mercator Software, SAP and SoftQuad.

 

§         XML.ORG belongs to the community. This announcement is a call for participation, an invitation for people to help determine the evolving functionality of the site.

 

§         XML.ORG was created to provide neutral ground for fostering XML adoption and standardization. Through XML.ORG, users learn about the standard, developers access resources, organizations publish their work and the XML community-at-large shares information and ideas, all in the open systems approach.

 

• The vendor-neutrality of XML.ORG ensures that the community has a clearinghouse—outside the influence of any vendor-motivated requirements or restrictions—that remains open and accessible to all.

 

§         XML.ORG provides effective, unbiased administration, preventing unnecessary overlap, competition, confusion and duplication of effort.

 

• The XML.ORG Regrep is based on an architecture developed by an open OASIS Technical Committee. This architecture allows interoperable registries to be created for use within industry organizations, communities and corporations. XML.ORG maintains a “root” registry that will point to compatible repositories as well as to resources residing on its own site. 

 

• OASIS is the world’s largest independent, non-profit organization dedicated to the standardization of XML applications in electronic business.

 

• OASIS engenders participation from across the industry, bringing together competitors and overlapping standards bodies. Through open discussion and debate, OASIS reconciles conflicting perspectives in order to create specifications that are representative of the industry as a whole, not of any one vendor or collection of vendors.

 

 

8.          Potential Press Questions

 

Who will use XML.ORG and why?

The XML.ORG Registry and Repository serves as the reference portal for the entire XML community, pointing them to available schemas and other XML industry specifications.

Industry groups and other organizations that have developed XML data exchange specifications can freely register their work at XML.ORG.

§         Users can locate specifications in their areas of interest.

§         Developers can monitor the work of groups designing specifications for their particular market niches.

§         Applications can automatically access XML.ORG to obtain necessary resources for acting on an XML document.

 

Why has it taken so long?

Basically, we wanted to get it right. This was not a unilateral effort. We couldn’t make the kind of overnight development decisions that a proprietary system could. The XML.ORG Regrep is based on work from the OASIS Registry & Repository Technical Committee and that work has been in development for the last 12 months. From its inception, XML.ORG has been a consensus-focused effort to ensure interoperability with existing and emerging XML initiatives.

When will XML.ORG be finished?

Hopefully, never.  This announcement ushers in the first phase of the XML.ORG Regrep. What we have today is a world-class, sophisticated application, created by the leaders in the industry, based on open OASIS technical specifications. Developers, groups and companies can feel confident submitting their XML schemas to XML.ORG. But the site is far from complete. We continue to seek input from users, other regrep groups and standards bodies on what the community wants from this open resource.

 

How is XML.ORG different from BIZTALK?

XML.ORG is an open, vendor-neutral resource. It is not a standalone registry, but a model for a web of registries & repositories. Regreps from other organizations or companies created using the OASIS open architecture may connect with XML.ORG.

 

How is OASIS different from W3C?

Where W3C works on defining the standard, OASIS concentrates on applying XML. OASIS is a member of W3C and many OASIS members are active in W3C work. Bill Smith, president of the OASIS Board of Directors is the Co-Chair of the W3C XML Linking Working Group. OASIS and the W3C maintain open lines of communication and frequently collaborate on projects such as seminars and workshops. #