getting your message to the right engineers

ASA Company Confidential

Getting Your MessageTo The Right Engineers

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 or EDA / waveform simulation tool

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

You’re no longer confined to the lab or design station

Easy collaboration with colleagues & customers


What are the customer benefits of M1 Waveform Viewer?

• Mobility - get out of the lab

• Facilitates collaboration

• No-cost download

• Won a customer-voted Ultimate Product Award (EEProduct Center)

• Supports all major scope brands – Tek, Agilent, Yokogawa, Rohde & Schwarz and LeCroy

• Supports all major EDA tools via .CSV


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 or EDA / waveform-simulation software this unique program can put your message in front of a large and qualified, virally growing audience at zero cost to you.

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

Customer impact Recurring, updatable message Extend awareness of your brand/message to the collaborators of your current

contacts


Qualifying question Is your target customer an oscilloscope 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

If any of these describe your customer, this advertising program can help you reach new potential customers and help increase awareness of your brand.


About the scope/EDA user

The largest equipment cohort in T&M 6,00,000 direct scope users At least 12M 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/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.

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 WVEncourage users to try the tool

Add a compact WV footprint to your web site and newsletter

Your “list”

Newsletters & email


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

M1 Waveform Viewerwith your message aboard

Your “list”

because it’s useful in their work


Step 5 – Collaborators called in 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 know.


Viral Propagation of YOUR brand/message

Your “list”

Cost: None


How your company benefits from our program

You 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 the marketplace to attract customers to your brand

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

When the customer collaborates, your logo/message-front expands. Every time a WV user tells a new colleague about it, they are spreading your logo/message 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 scope-users: 100%Only scope users use scopes

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 TestMart Agilent CertiPrime Continental Resources Metric Test TriTek Solutions etc.

Can we interest you?


For Partners - Deployment best-practices

Attaches unobtrusively to existing electronic marketing communications

Develop a small teaser footprint for use on web-pages a scope-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 tools

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


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 work station

Make the vehicle virally attractive to the scope/EDA 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 choices

Media 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 rising, 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 professionals1.4 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-diluting

Growing 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 are saturating and losing effectiveness


The current message space as seen by the scope user

Your message is here

getting your message to the right engineers

Documents

m1 waveform viewer wv

version of m1 waveform

csvm1 waveform viewer

b annual eda influence

customer messagethere

version of m1 wvasa

version of wv

useful waveform exploration