Sybase Thought Leadership Campaign

Slide 1: 

the challenge The Manifesto: A Thought Leadership Campaign

The Landscape: Transformative Economy = Opportunity : 

The Landscape: Transformative Economy = Opportunity Recession causing fall of old institutions and business models Government and business working furiously to create new models to underpin global commerce and re-ignition of prosperity – in the developed and developing world – for the next 30 years Simultaneously, technology is driving new models for conducting business Example: Vermont passes legislation to become the “Delaware of Web.” New laws encourage companies to register their Web-only businesses in the state Companies with most innovative ideas and execution will emerge as 21st century economic powerhouses Critical components to succeed Innovation Technology Access to key influencers and decision makers Right messages through right channels key to winning

Sybase’s Opportunity : 

Sybase’s Opportunity Right technology for the right time Mobile devices will proliferate next generation of commerce, from social interfacing, to content sharing, to transaction-based businesses like banking Right thought leadership for the right time Influencers and decision makers in key capitals looking for new ideas on trade, commerce, industry and global prosperity Right image for the right time Current negative image of business in media and on Main Street provides opportunity for visionary, trusted thought leaders with record of success to emerge and lead

Sybase’s Platforms : 

Sybase’s Platforms Sybase on m-banking A thought leadership program on the model for a new banking system Timely because old system is on verge of collapse and global financial and government leaders actively seeking new approaches to stabilize global economy Sybase on emerging nations A thought leadership program on the role of technology in advancing global prosperity Timely because technology will be central to reigniting growth and fostering the prosperity that will ensure political and social stability Sybase on trade A thought leadership program on the future of trade in the new world economic order Timely because current economic downturn creating protectionist backlash. Vision and leadership voice from America’s commerce leaders to ensure future global trade is essential

Bringing The Platforms to Life: A Thought Leadership Campaign Approach : 

Bringing The Platforms to Life: A Thought Leadership Campaign Approach Create a Sybase online thought leadership magnet community for: Influencers: media, public policy, academia and business Focus community and content on Sybase’s three key thought leadership initiatives Drive thought leadership outward with: Media campaign: digital, print and broadcast Grassroots campaign: digital and physical Leverage same campaign to create virtuous circle, pulling more members to community

Bringing the Platforms to Life: M-Banking : 

Bringing the Platforms to Life: M-Banking In the following pages, we will illustrate the concept by bringing to life the m-banking thought leadership platform

Drilling Down: The M-Banking Campaign –The Perfect Storm : 

Drilling Down: The M-Banking Campaign –The Perfect Storm Collapse of the global financial ecosystem Calls for regulatory action and financial/banking reform Obama administration interest in technologies that will reinvent America A call for industry leadership in mobile banking

Media Landscape: Focus on M-Banking : 

Media Landscape: Focus on M-Banking

Media Landscape: Analyst Perspective : 

Media Landscape: Analyst Perspective “Should every bank have a mobile strategy? Yes!” – Julie Ask “Consumers’ propensity to use mobile devices to conduct banking functions depends on the sophistication of the device, not on the consumer’s.” – “Mobile remittances…will also spur evolution of the formal financial sector in developing economies.” - Charul Vyas and Virginia Garcia “Mobile banking is a budding service in Latin America and is expected to catch on in countries such as Chile, Brazil, and Argentina, where the economic and political condition is relatively stable.” –

Media Landscape: Key Drivers : 

Media Landscape: Key Drivers According to analyst firm Arthur D. Little, there are four specific areas driving the development of next-generation mobile banking, all of which have scope to increase banks’ revenue, customer retention and brand equity. These are: Convergence – no longer just industry jargon, convergence is now a reality. Today’s internet user is increasingly mobile (for example, 29% of Chinese Internet users have no computer access, and access the web via mobile handsets) Advanced handset technology – the iPhone and other Internet-ready mobile devices are driving integrated web- and telephone-based banking services, supported by specific mobile applications Security concerns – increased risk of fraud, theft, etc. further boost mobile banking with its incorporated personal security safeguards such as PIN-protected chips and operator-controlled functions Near field communications – technology that allows mobiles to communicate with other nearby devices could be revolutionary in offering online payments, providing authorization and processing services, and supporting a range of location-based services and marketing opportunities

Program Components : 

Program Components

The Community : 

The Community Create thought leadership knowledge exchange on ning Establish as magnet destination for entire campaign

Ning: The Center of The Universe : 

Ning: The Center of The Universe Ning community will serve as campaign fulcrum featuring: Original Sybase thought leadership articles and content Member discussion boards and exchanges Issues commentary Video and audio shorts from Jon Chen and other Sybase thought leaders on role of technology in the future of banking Re-purposing and posting of any related content (e.g., John Chen appearances on MSNBC or Sybase feature article in The Wall Street Journal commenting on the future of banking) Racepoint Group will be responsible for maintaining and publicizing community, helping to populate with original content

The Content: The Mobile Banking Manifesto : 

The Content: The Mobile Banking Manifesto Sybase Introduces the Mobile Banking Manifesto: A Blueprint for Building a Global M-Banking Infrastructure

Slide 15: 

A platform for Sybase to lead a discussion and build a consortium of partners to outline how technology can power mobile banking to: Improve consumers’ lives with better access, more security and improved ability to transact banking business Build an infrastructure for banking in the developing world where a lack of branch banking and fixed-line Internet are holding back businesses Become a key component of the global financial system as it rebuilds in the wake of the recent meltdown Pick up where similar research documents such as the “Best Practices and Guidelines for Mobile Financial Services” leaves off The Mobile Banking Manifesto: What It Is

The Mobile Banking Manifesto: Building It Out : 

The Mobile Banking Manifesto: Building It Out Sybase proposes and outlines the backbone model of m-banking Mobile banking technology should extend opportunity to the western and developing nations Business should be incented through responsible investing Back-end systems should be tied to consumer strategy Customer experience should be easier, faster and more secure than other means of banking Execute independently or with global consortium including: Other technology leaders Banking and finance reform visionaries (e.g., John Bogle) Innovation partners (e.g., Harvard’s Berkman Center, which is creating a cloud computing model for the next generation of banking)

The Influencer Campaign : 

The Influencer Campaign Publicizing our content Growing our influence Impacting outcomes

Slide 18: 

Create a Circle of Influence ANALYSTS CONFERENCES SOCIALCOMMUNITIES BLOGS IP Experts SOCIALINITIATIVES TRADITIONAL POLICYMAKERS An ecosystem of thought leaders and content distributors critical to creating a conversation with and within about Sybase’s approach and thought leadership Effective creation of conversations will fuel viral spread of media coverage in digital, print and broadcast

Publicizing Our Content: Digitally : 

Publicizing Our Content: Digitally Post the manifesto on Sybase Center for Knowledge ning community Racepoint manages digital media campaign to drive attention and requests for community admission via: Digital media relations to online publications: e.g, www.businessweek.com, www.bankerandtradesman.com Digital columnists on sites like Yahoo!’s Nouriel Roubini and Huffington Post’s Joe Connason, who are talking about banking and financial reform Content linking to: Online financial properties and social networks (e.g., www.thestreet.com and it’s lead columnist, Jim Cramer Policy content aggregation sites such as www.realclearpolitics.com, Social bookmarking in all news releases to ensure they are picked up by banking, financial and policy Web sites Inclusion of ning community address in all news releases so readers can click through and join the community Formation of Sybase thought leadership micro-blogging and mobile communities

Publicizing Our Content: In Print and Broadcast : 

Publicizing Our Content: In Print and Broadcast Initiate aggressive complementary print and broadcast media campaign to publicize Sybase’s thought leadership in: Government Inside the beltway salons and think tanks Key business and technology centers Components include: The print and broadcast media blitz Thought leadership tour targeting properties like The New York Times, The Wall Street Journal, The Washington Post, CNN, CNBC and FoxBusiness News The issues response program Ongoing proactive outreach for commentary on breaking news around banking and finance reform, role of technology in the process Contributed content program Series of byline articles such as Sybase’s View on the Future of Banking and Role of Technology, in technology trades, business and inside the beltway media (e.g., CIO, Banker and Tradesman and Roll Call)

Publicizing the Content: In Washington : 

Publicizing the Content: In Washington Leverage Sybase vision and thought leadership to influence policymakers and opinion leaders in the corridors of power. Components include: Sybase on Capitol Hill: Educate and guide key banking and finance committees that will create the laws and shape the future of the industry. Position Sybase as a key resource for influential members of Congress like Barney Frank and Chris Dodd. Mobile Banking Consortium: Form a consortium of technology and business leaders inside the beltway with common interests in technology-based bank reform. John Chen would chair the group that could include current Racepoint Group clients such as Council on Competitiveness, Consumer Electronics Association and Harvard University’s Berkman Center Sybase Salons and Thought Leadership: Ongoing access tours with key Washington-based think tanks, NGOs and opinion leaders (World Bank, Brookings Institute and Heritage Foundation) Racepoint Group Washington, DC public affairs group would manage all aspects of relationship building and access to key Washington committee leaders

Campaign Timing/Budget : 

Campaign Timing/Budget The ning community: $10,000/month Content coordination and maintenance Media campaign $25,000/month Includes digital, print and broadcast Washington, D.C. campaign $15,000/month Includes support of all programs listed herein

Slide 23: 

are you ready?