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  Think Big – Now Think Even Bigger
  Join Us at Internet of Things at Cloud Expo, November 11-13,
at the Javits Center!


The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago.

All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades.

With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend Internet of Things at Cloud Expo in New York City. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be!

Delegates to Internet of Things at Cloud Expo will be able to attend eight separate, information-packed tracks:

  • Enterprise Cloud
  • Digital Transformation
  • The API Enterprise | Mobility & Security
  • DevOps | Containers & Microservices
  • Cognitive Computing | AI, ML, DL
  • Big Data | Analytics
  • IoT | IIoT | Smart Cities
  • Hot Topics | FinTech | WebRTC

There are 120 breakout sessions in all, with Keynotes, General Sessions, and Power Panels adding to three days of incredibly rich presentations and content.


We'll see you in New York!



Day 3 Keynote at @ThingsExpo | Chris Matthieu, CTO of Octoblu
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu's platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
  Themes & Topics to Be Discussed

Consumer IoT
• Wearables
• Smart Appliances
• Smart Cars
• Smartphones 2.0
• Automation
• Smart Travel
• Personal Fitness
• Health Care
• Personalized Marketing
• Customized Shopping
• Personal Finance
• The Digital Divide
• Mobile Cash & Markets
• Games & The IoT
• The Future of Education
• Virtual Reality

Enterprise IoT
• The Business Case for
x IoT
• Smart Grids
• Smart Cities
• Smart Transportation
• The Smart Home
• M2M
• Authentication/Security
• Wiring the IoT
• The Internet of
x Everything
• Digital Transformation
x of Enterprise IT
• Agriculture
• Transportation
• Manufacturing
• Local & State
x Government
• Federal Government

IoT Developers | WebRTC Summit
• Eclipse Foundation
• Cloud Foundry
• Linux Containers
• Node-Red
• Open Source Hardware
• Ajax and the IoT
• Leveraging SOA
• Multi-Cloud IoT
• Evolving Standards
• WebSockets
• Security & Privacy
x Protocols
• GPS & Proximity
x Services
• Bluetooth/RFID/etc
• XMPP
• Nest Labs



The Top Keynotes, the Best Sessions, a Rock Star Faculty and the Most Qualified Delegates of ANY Internet of Things Event!


The future of computing lies in these things. As computing takes a much more active role in our lives it will at the same time become much more invisible. Internet of Things Expo will address the challenges in getting from where we are today to this future.
 
The high-energy event is a must-attend for senior technologists from CEOs on down – including CIOs, CTOs, directors of infrastructure, VPs of technology, IT directors and managers, network and storage managers, network engineers, enterprise architects, and communications and networking specialists.




@ThingsExpo Power Panel | The World's Many IoTs: Which Are the Most Important?
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, panelists discussed what things are the most important, which will have the most profound effect on the world, and what should we expect to see over the next couple of years.
Benefits of Attending the Three-Day Technical Program
  LEARNexactly why Internet of Things is relevant today from an economic, business and technology standpoint.
  HEAR first-hand from industry experts the common issues and requirements for creating a platform for the Internet of Things.
  SEE what new tools and approaches the Internet of Things requires.
  DISCOVER how to drive a distributed approach to the Internet of Things, where applications move to the data.
  FIND OUThow the vast volumes of new data produced by the Internet of Things provides a valuable new source of business insight through advanced analytical techniques.
  MASTER how the ongoing development of smart cities, cars, and houses will enhance connectivity infrastructure.
Lunch Power Panel | Microservices & IoT- Moderated by Jason Bloomberg
In this Power Panel at @DevOpsSummit, moderated by Jason Bloomberg, president of Intellyx, panelists Roberto Medrano, Executive Vice President at Akana; Lori MacVittie, Evangelist for F5 Networks; and Troy Topnik, ActiveState's Technical Product Manager; and Otis Gospodnetic, founder of Sematext; peeled away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you'll have no problem filling in your buzzword bingo cards.


Technology Brand Development Essentials
Brand strategy has to be differentiated and relevant to target markets

Having created and shaped several successful brands over the past decade, including FrontBridge (acquired by Microsoft) and FileNet (acquired by IBM), there are a few fundamentals that are key to successful brand development. It has to start at the top with the CEO supporting an investment in branding and disciplined brand management. Without that, it’s a non-starter. Given technology companies are continuously innovating and changing products, the brand strategy has to be differentiated and relevant to target markets and the executional guidelines have to be consistently applied in order for brand equity to be built over time

Brand Manifesto
A good place for marketers to start is to have a branding manifesto, i.e., what’s the purpose of building a brand and what difference will it make? Here’s what I wrote at FileNet:. “A brand is much more than a logo. It’s the tangible product and services delivered to the market, plus the intangible values, associations, and expectations attached to FileNet by our customers and prospects. It’s also what people think and feel about our capabilities, our products, our people, and our aspirations. Brands dictate how companies and products are perceived in the marketplace. Strong brands enjoy greater consideration, sales and profits. Thus, everything we say, do, communicate and deliver in some way shapes perceptions of the FileNet brand – and in so doing, either enhances or diminishes our brand equity. To ensure we maximize our collective ability to increase FileNet’s brand power, it’s critical that everyone in the organization truly understands, embraces and lives the FileNet brand.”

Brand Foundation
A properly articulated brand strategy has brand elements or anchors that inform and guide everything about the brand. At FileNet, we expressed these elements as the 4 Ps of the Brand Foundation, Brand Promise, Brand Positioning, Brand Pillars, and Brand Personality.  “Our Brand Promise (the business value we deliver to our customers) was we help companies make better decisions, faster which improves operational efficiency and results.” Our Brand Positioning Statement (how we are different and why people should care) was we enable the world’s leading companies and governments to streamline and automate their processes, access and manage all forms of content and ensure compliance. Our Brand Pillars (the underlying ideas/concepts that permeate our communications were Content, Process, and Connectivity. And our Brand Personality (traits that define who we are) were: Essential, Undaunted, Driven and Real World..“ This foundation was part of a complete Brand Guide.

Brand Guide
The FileNet Brand Guide, that was delivered electronically worldwide, served as the compass for all brand communications by delineating proper usage of the FileNet brand in both written and visual expressions. The intro on how to use the guide stated: “Our goal is to focus customer, prospect, investor, press, analyst, partner and employee messaging on FileNet’s ECM market leadership, company strength, as well as the FileNet platform and our broad range of ECM solutions. By emphasizing our solutions approach, we can align ourselves closer to the customer through understanding their needs and clearly demonstrating how FileNet delivers compelling business value and significant return on investment. This does not mean that we will not feature product capabilities in our communications; however, we should continually strive to communicate FileNet’s ability to deliver solutions that meet our customers’ needs.

Brand Success
Once you’ve done the essential work to get your brand in shape and on track to continuous improvement, how do you know if you’re succeeding? There are several measurements of brand strength, from traditional measures, such as brand familiarity and preference, to more dynamic measures such as customer willingness to recommend (i.e. “net promoter”). In the Web 2.0 world, measuring brand perception across a variety of social media forums can also be an important gauge to determine whether you are gaining – or losing – momentum in the cloud. One of the more clever measures I’ve seen for technology brands was a methodology utilized by IDG termed the “spine index.” In a multi-client study in the 90’s, IDG measured how hard an influencer/decision maker would fight to keep or switch to a particular brand, i.e. how strong was his/her spine. This brand loyalty/preference measure had a very strong correlation to brand strength. Another important consideration is the internal understanding of and alignment around your brand, e.g., what it means to employees, how they express it to customers, colleagues, prospects and partners, etc. Some refer to this as employer branding. Whatever form of measurements a company uses, it’s important to baseline the current state of the brand prior to making significant changes, and then to institute some level of regular measurements, or tracking studies, to gain insights into what’s working and what’s not, where fine tuning or revisions are needed, and when to stay the course.

There’s a lot more to successful brand building than these key considerations; regardless of where you start, however, having a well thought out strategy and comprehensive plan will certainly increase the likelihood that your company’s brand strength is heading in the right direction. What are your thoughts?

About Grant Johnson
A dynamic, senior-level technology executive with a proven track record building businesses on a global basis. As Chief Marketing Officer for Pegasystems in Cambridge, MA Johnson is responsible for worldwide marketing strategy and execution. He oversees corporate marketing, field marketing, industry marketing, product marketing, marketing programs, marketing communications, analyst and public relations, and global web strategy. Previously, Johnson was the Vice President of Marketing at Guidance Software (GUID) and Vice President of Marketing and served as an officer for FileNet Corp., a $400+ million enterprise software vendor acquired by IBM in 2006. Prior to that, he was Vice President of Marketing for FrontBridge, an email management vendor acquired by Microsoft. Johnson led the company’s re-naming and re-launch, built the marketing team and delivered integrated marketing programs to support significant and sustained revenue growth. He has also served as Director of Marketing for Symantec, with worldwide responsibility for the Norton brand, and as Senior Vice President of Marketing at Ethentica, an enterprise security vendor. Johnson received his bachelor of arts from the University of California, Santa Barbara and his master’s in business administration from Pepperdine University. He has also published several articles on best practices in high tech marketing and co-authored the book, PowerBranding™

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Testimonials
This week I had the pleasure of delivering the opening keynote at Cloud Expo New York. It was amazing to be back in the great city of New York with thousands of cloud enthusiasts eager to learn about the next step on their journey to embracing a cloud-first worldl."
@SteveMar_Msft
 
How does Cloud Expo do it every year? Another INCREDIBLE show - our heads are spinning - so fun and informative."
@SOASoftwareInc
 
Thank you @ThingsExpo for such a great event. All of the people we met over the past three days makes us confident IoT has a bright future."
@Cnnct2me
 
One of the best conferences we have attended in a while. Great job, Cloud Expo team! Keep it going."

@Flexential


Who Should Attend?
Senior Technologists including CIOs, CTOs & Vps of Technology, Chief Systems Engineers, IT Directors and Managers, Network and Storage Managers, Enterprise Architects, Communications and Networking Specialists, Directors of Infrastructure.

Business Executives including CEOs, CMOs, & CIOs , Presidents & SVPs, Directors of Business Development , Directors of IT Operations, Product and Purchasing Managers, IT Managers.

Join Us as a Media Partner - Together We Can Enable the Digital Transformation!
SYS-CON Media has a flourishing Media Partner program in which mutually beneficial promotion and benefits are arranged between our own leading Enterprise IT portals and events and those of our partners.

If you would like to participate, please provide us with details of your website/s and event/s or your organization and please include basic audience demographics as well as relevant metrics such as ave. page views per month.

To get involved, email events@sys-con.com.

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