a t&m-optimized means of extending your marketing reach

ASA Company Confidential

A T&M-optimized means of extending your marketing reach

The M1 In-Product Viral Advertising Program


What is M1™ Waveform Viewer?

What is M1 Waveform Viewer™ (WV)?

M1 WV lets you inexpensively capture, view, analyze, save, share and report waveforms taken from any scope, digitizer or EDA platform

M1 WV allows you to utilize those waveforms in new places just as you would if you were in your lab or at your design station: In your conference rooms At a customer meeting At home, Starbucks or on a plane

You're no longer anchored down to the lab or design station

Easy collaboration with colleagues & customers


The customer benefits of M1 Waveform Viewer?

• Mobility - get out of the lab

• Offline waveform exploration

• Instant single-click collaboration

• No-cost to download

• Winner - customer-voted Ultimate Product Award (EEProduct Center)

• Supports EVERYTHING• ALL major scope brands – Tek, Agilent/HP,

Rohde, Yokogawa and LeCroy

• ALL major digitizer brands – NI, Agilent, Gage, Acqiris, ZTec, Spectrum

• ALL major EDA brands – Ansoft, Mentor, Synopsys, Cadence, Agilent


M1™ Waveform Viewer – The customer message

There are better places to spend your heartbeats than in a lab.

M1 Waveform Viewer cuts the cord and gets you out.

What you do after we cut it is up to you…


Program Summary If your target customers use oscilloscopes, digitizers or EDA /

waveform-simulation software this program can put your message in front of a large and qualified audience with viral potential at zero cost to you.

ASA’s in-product ad program combines your message with a useful waveform exploration/collaboration tool at zero cost to the customer

Customer impact Recurring, updatable message Extend awareness of your brand/message beyond the audience you already

have through natural collaboration


Qualifying question Is your target customer an oscilloscope, digitizer or EDA user?

Probably, if... You sell

Electronic T&M equipment EDA / waveform-simulation software Semiconductor devices Services to the electronics R&D marketplace

You are a media company servicing the EE/electronics industry

Your target customer is a designer or lab engineer

If any of these describe your customer, this advertising program can extend your marketing reach new potential customers at zero cost to you


About the scope/digitizer/EDA user

The largest equipment cohort in T&M 6,000,000 direct scope users 1,000,000 direct digitizer users At least 14M collaborators

The most influential cohort in T&M $1.2B annual direct influence – scopes [Frost &

Sullivan]

$3B - $7B annual other T&M influence $6B - $8B annual EDA influence $37B semiconductor capital equipment $250B of semiconductors

Bottom Line – Scope/dig/EDA users exert significant purchase influence in that and adjacent spaces


How this program reaches past your existing contacts

M1 Waveform Viewer


Step 1 – ASA creates your portal

The portal has a unique address that is for your exclusive reference in your electronic messaging


Step 2 – YOUR version of M1 WV

ASA creates a version of M1 Waveform Viewer that contains your message on the “front cover”

ASA places that version of WV on your portal for customer download

Any copy of WV that is downloaded from here contains your message (clickable).

M1 Waveform Viewerwith your message on the front cover


Step 3 – Promote YOUR portalEncourage users to try the tool

Add a compact WV footprint to your web site and newsletter

Your “list”

Newsletters & email

Web reference


Step 4 – Some EDA/digitizer/scope users download M1 WV...

M1 Waveform Viewerwith your message aboard

Your “list”

because it’s useful in their work


Step 5 – Collaborators engaged by primary downloader

M1WV encourages the user to collaborate (i.e. look at the same waveform)

Anytime he wants to ask them a question or show them something, he can just MAIL them the waveform from inside of WV.

The email contains... The waveform A link referring the recipient to your portal so

they can download it themselves in about two minutes.


Step 6 – More users pulling your version of WV

When the new users load the product, it will have your message in it. The product has spread to the next layer of customers beyond the ones you currently know.


Viral Propagation of YOUR brand/message

Your “list”

Cost: None


How your company benefits from our programYou will get… A viral advertising campaign for your brand at no cost to you or the

customers

ASA contributing an unlimited number of licenses of a sophisticated, award-winning $1000 software tool to attract new customers to your brand

Message recurrence – Users see your message each time the product starts

With each new collaboration, your brand-front expands virally


ASA In-product advertising with Waveform Viewer

Advantages Signal/noise ratio – Infinity

Undistracted ad setting The only ad they see is YOUR ad

Efficiency in targeting the eyeballs of platform-users: 100%Only scope/digitizer/EDA users use scopes/digitizers/EDA

New effect: recurrenceBecause the tool is used often, the ad presents often

Participation is 100% free to qualified partners


What does ASA get out of this?

Exposure

As a small company we want more customers to understand the cost savings and collaborative benefits that M1 products have to offer

When you promote M1 WV to your customers more people see our

name... additional exposure


What sort of companies use ASA in-product advertising?

Agilent – see right Tektronix Agilent CertiPrime Continental Resources Metric Test TriTek Solutions ScopeMatch etc.

Can we interest you?


For Partners – Physics of Deployment

Cause and effect are undeniably at work in this process

This portal and the unlimited number of $1000 tools your customers can access on it… are exclusively for YOUR company’s benefit and brand-front expansion Have your company’s logo all over it ASA provides the tool and the portal… it’s your job to ensure your customers know about it (see

next slide)

Nobody but you is working the throttle… Reference it just a little… get just a little benefit Reference it more… get more benefit


For Partners - Deployment best-practices

Attaches unobtrusively to existing electronic marketing communications

Develop a small teaser footprint for use on web-pages a platform-user might view. A simple teaser is suggested... "Need to easily explore your waveforms offline, or share them with others in your

organization?“ or... We have sponsored this tool for our customers that use oscilloscopes or EDA/waveform

simulation tool

If appropriate, send a flier with the instruments/devices/tools you ship. We can help.

The ad is clickable. Consider developing a landing page with rotating messages and an ad that encourages them to check back periodically.


Next steps

Next Step…

Contact ASA for additional information:

In-Product Marketing Manager

[email protected]

+1.413.596.5354

mailto:[email protected]


AppendicesTo dig deeper on select topics


A new ad vehicle to reach the scope/EDA user

ASA solution architecture

Eliminate distractionRemove the message from the saturating ad environments (print and web)Display the message at the oscilloscope

Make the vehicle virally attractive to the scope userConnect the message with an established, industry-leading, extremely useful toolMake that tool free to make deployment viral

Optimize the vehicle to propagate broadly with very low effortIntegrate the vehicle with the user’s email client in such a way as to make inviting his colleagues into

the program as easy as clicking a button.

Platform/tool: ASA’s M1 Waveform Viewer Displays your message at each startup for 5-7 secondsYour message can be clicked to open a link at your web site


What we need from you to set up a portal

• A 600w x 400h pixel image of your company’s choice (BMP or animated GIF preferred)

• A banner ad to appear on your web portal (like the one featured below)

• The message

• A link to a landing page.. your standard product landing page can work fine

Taking advantage of this co-marketing opportunity is simple, effective and creates no cost to your company. You simply provide ASA with the following:


Trends in advertising choicesMedia companies compete with their advertisers for eyeballs

Media companies Print Web destinations – blogs, content, news Email newsletters

Advertisers Home grown ads

Web destinations – blogs, content, newsEmail & newslettersOnline technical communities

Search optimization Sponsoring “experts”

BlogsEmail newslettersOnline communities


Trends in the T&M ad space – web

91% of web users are there to SEARCH (Pew research)

Organic content clicked 100x more than paid ads SEO: utilization is pervasive, thus effectiveness falling The strongest human instinct: free stuff

To move up in organic content rank, advertisers are:Creating web destinations for contentEngaging in high-volume bloggingEffectively competing with media for clicks and search rank

Further dilution from the rise of “democratized media” The technology to self-publish is accessible to anyoneAmbitious amateurs and “citizen journalists” are out-contributing the vetted professionals2 blogs launched every second


Trends in the T&M ad space – conclusions

Advertisers are faced with a weak signal-to-noise ratio Professional media (the signal)

Getting lost in the noise Reducing headcount of professional editors (costs)Pushing operations to web sites that have a growing share of amateur and weakly

disguised commercial content self-dilutingGrowing concern re: “conflict of interest”. Can you really trust what they are saying?

Or did someone put words in their mouth?

There is a near infinite and unsearchable selection of “ad destinations” (noise)

Bottom line – Web and print have saturated and lost effectiveness


The current message space as seen from the customer POV

Your message is here

a t&m-optimized means of extending your marketing reach

Documents

media company

m1 waveform viewer wv

b annual eda influence

customer messagethere

winner customer

b of semiconductors

tm influence

customer meetingat home