Developing & Running Communication Platforms
Optimising Media Relations. Managing PR.Maximising Visibility
Organising Events on ICT Related Themes
Building Online Communities
Reaching International, Complex, Scientific & Business Communities
Trust-IT Services Ltd was established
in 2002 with its Headquarters based
in Middlesex, UK. Since 2008, Trust-
IT’s operational offices are in the
heart of Tuscany, Italy, in downtown
Pisa. Trust-IT designs and delivers
communication platforms for the
ICT industry. It is made up of a
dynamic, enthusiastic, multinational
team with over fifteen years of
hands-on experience in the field of
Communication services. Experience
includes marketing, PR, international
co-operation, event organisation
and access to an extensive network
of ICT contacts around the globe
from business, to governmental
and academic. Trust-IT’s delivery
of tailored services is appreciated
in rapidly evolving, internationally
distributed communities in areas such
as: Distributed Computing, Digital
Repositories, Cloud Computing, Digital
Libraries & Software Development.
Developing International Co-operation
email: [email protected] | web address: www.trust-itservices.com
Service Areas
Contacts
Managing Director, Founder
Silvana Muscella
Director
Hilary Hanahoe
Telephone
+ 39 346 2233822
Web
www.trust-itservices.com
2
Optimising Media Relations. Managing PR. Maximising Visibilty
{“ Trust-IT is a prime
organizer for ‘cloudy’
activities across EC
projects and more,
including OGF Europe.
I’m sure you are already
aware of its cloud
working group (www.
ogf.org/News/news.
php?id=132) indeed its work is being presented
at CloudWorld in San Fransisco in August.
Trust-IT can help with introduction to the OGF
Europe cloud folks”.
William Fellows, Principal Analyst & Journalist,
The 451 Group , US & UK
One of Trust-IT’s core competences lies in developing communication strategies to effectively convey key
messaging around the benefits of community engagement, breakthrough technologies, emerging trends
& new ideas, as well as grand challenges for ICT advancement in Europe and globally.
› Developing tailored communication plans with measurable goals.
› Building on well-established press relations and “win-win” media partnerships with the scientific, trade
and technology press to raise awareness and maximize visibility.
› Designing newsletters, authoring articles and delivering in-depth analyses with the target community firmly in mind.
› Conducting interviews with pioneers and leading figures to showcase key achievements and explore
issues of interest to the ICT and wider community.
› Producing high-impact press releases, delivering press conferences, roundtable debates, blog casts & live
recordings from international events.
› Establishing dissemination synergies with stakeholder support associations across a spectrum of sectors
to underpin community outreach and event promotion.
Typical KPI’s used in projects :
- Target percentages of specialised magazines & periodicals;
- Traditional & web-based covered during the planned timespan;
- Customer satisfaction indexed through spontaneous or one to one interviews;
- Marketing database community & depth;
- Target event attendance.
3
Optimising Media Relations. Managing PR. Maximising Visibility
Media Conferences
The high-profile media conferences organized
and moderated by Trust-IT at OGF23, June 2008 in
Barcelona, brought together a distinguished panel
of experts. The media conference generated a
significant number of articles and filmed editions
highlighting key discussion points.
OGF23 Media Conference, June 2008 - attendants
from enterprise, government and research
“Read how the leading faces of grid computing see
the future shaping up following a groundbreaking
meeting at the recent Open Grid Forum 23 media
conference in Barcelona, which brought together
some of the key figures in European Grid research
to look at the possible future applications affecting
commerce, academia and beyond”.
‘Grid Computing Faces the Future’, eStrategies
Projects, pp.10-13, in-depth feature on OGF23
Media Conference.
Science, Technology and Innovation
Dissemination from more than 30 EU research projects
GRIDMario Campolargo
Jamie Shiers
Werner Vogels
Plus many more
The future of
OGF World Community Grid Keith Jeffery
Werner Vogels, Amazon.com, Mario Campolargo, EC and Jamie Shiers, co-ordinator of the worldwide LHC computing grid feature on the front cover of eStrategies Projects, July 2008.
International Media Partnerships
Interviews 2009 for eNewsletters & IT websites
Project directors, leaders of national and EU
digital preservation programmes, researchers from
industry R&D with background in Information and
Controlling Systems & Software Architects.
4
Organising Events on ICT Related Themes
› Professional, Pro-active & Innovative 360 degree international event organisation.
› Flexible and dynamic multi-lingual team with the right contacts in EU27 & around the globe to ensure
the right venue for your event.
› Extensive network of contacts to guarantee the right participants attend your tailor-made event.
› Pluri-annual experience in multi-platform event budgeting for Europe and the world.
› Key Performance Indicators monitoring event success.
› Engaging international media in various ICT sectors.
› International media conferences with business, academic,
research and policy representatives.
› Content materials designed and provided before, during &
post-event.
{“Knowing there is an
organisation that could
handle the complexities
of remote event
management allowed
me to feel confident that
all of the preparations
were well in hand...
More importantly, seeing
the satisfaction on the faces of the world-
class attendees’ faces during the event really
demonstrated the positive impact Trust-IT had
on every aspect on the summit... Trust-IT has
continued to stay very engaged and crucial to
the ongoing drive behind our ground-breaking
efforts to create the global research library of
the future”.
Lee Dirks - Director, Education & Scholarly
Communication, Microsoft External Research
OGF25 – Keynote Presentations GRL2020 Website 5
A sample of events organised
Date Location Attendees
The 23rd Open Grid
Forum - OGF23, 2-6
June 2008
Barcelona,
Spain
450
EuroIndia 2004, 24-26
March 2004
New Delhi,
India
1200
Euro-Southeast Asia
2006, 19-23 June 2006
Singapore 500
GRL2020 - Asia
24-25 February 2009
Taipei, Taiwan 35
EGEE London
Business Day
21 May 2008
London, UK 100
EGEE Business Day/
LinuxDays 2009, 3-5
July
Geneva,
Switzerland
250
Organising Events on ICT Related Themes
Strategic Event Organisation
Close collaboration with Programme Committees;
development of dedicated websites with online
registration; payment facilities; production of
event literature; targeted invites and confirmations
to participants; on-site event & registration
management; registration billing; programme
development; speaker & participant recruitment &
management and exploitation of global networks
of contacts; fully-themed support material;
dedicated on-site management.
Executive Workshops
GRL2020 Europe 2008 - 40 participants
Event literature - Event position paper booklet -
Post event report printed and distributed to all
participants.
International Conferences
4th EGEE User Forum, OGF25 & OGF-Europe
International Event - 2009 - 650 participants
Event literature - Conference programme printed
and distributed to all participants - Sponsorship
and Exhibition Packages - Poster & Demonstration
Management.
GRL2020 Position Papers GRL2020 Post-event Report
6
{Supporting & Reaching International, Complex, Scientific and Business Communities
Direct interface with major stakeholders and EC Policy makers in helping to shape Europe and its activities
related to Interoperability & Open Standards
› Prime Mover and author of Interoperability & Open Standards initiatives in the field of Distributed
Computing related to OGF (Open Grid Forum);
› Trust-IT managing director is a member of OGF Board of
Directors advising on global strategy and strategically
positioning the activities of the organisation and pushing
European efforts forward
› Trust-IT pursues state of the art developments in the area of
cloud computing and specifically encourages dialogue on the
openness, interoperability and collaboration necessary in this
field.
› Network Gatherings are organised by Trust-IT to ensure
standardisation efforts are kept as a top priority in Europe and
globally.
› Strong engagement with the Clouds-Standards group.
“Silvana Muscella, the
Executive Director of
the OGF-Europe project.
OGF-Europe (www.
ogfeurope.eu) has been
instrumental in promoting
OGF standards, organizing
events and doing
community outreach,
specifically in the European arena but with
worldwide impact. Ms. Muscella is preparing a
proposal to the EU for a follow-on project, OGF-
Europe-II (…)”.
Craig Lee, President of OGF (www.ogf.org)
7
Supporting & Reaching International, Complex, Scientific and Business Communities
Trust-IT organised,
developed &
rapporteured the
Global Research
Library2020 events in Italy (2008) & Taiwan (2009).
This involved interaction with top experts in their
field worldwide and the editing of position papers
and the production of post-event reports. This were
delivered to major stakeholders including policy
organisations & International press & media.
As a result of GRL2020 Trust-IT co-authored a Global
Research Data Infrastructure project
involving leading academic and research experts
from different
domains.
Moreover, the
community Trust-IT
developed for GRL2020 was instrumental for this.
Trust-IT played a lead role in the organisation and evolution of the agenda of the
Cloudscape Workshop which took place on 14-15 Jan 2009 in Brussels, Belgium.
Over 100 attendees came to the Marriott Hotel to listen to talks from International
organisations through to SMEs to evaluate the current adoption landscape, analysis
of expected future trends, and top-level challenges, particularly legal and policy
issues, interoperability, standardisation, and service level agreements. Specialised
talks from eBay, European Commission, BT, Engineering, Atos Origin, & The 451
Group.
“From my vantage point on the opening panel at Cloudscape, I took a look around
shortly after the event began, and counted ninety-five people in the room. About
two thirds of these stayed to the end. I think this is a measure both of the strong
interest in cloud computing, and of the quality of the event: good speakers who
knew what they were talking about, and smooth effective organization”.
Martin Antony Walker, Independent Consultant, formerly responsible for business
in the scientific research segment of the high-performance computing market for
Hewlett Packard in Europe, the Middle East, and Africa (EMEA)
8
Developing International Co-operation
› Trust-IT since 2003 has been a catalyst for the creation of co-operation between Europe and Indian and
Asia Pacific partners in ICT with access to a network of over 1,500 ICT players in India.
› Broad Indian network of co-operation partners such as Federation of Indian Chambers of Commerce
& Industry (FICCI), Indian Institute of Technology Bombay, Confederation of Indian Industry (CII),
Manufacturers’ Association for Information Technology (MAIT) & The National Association of Software
and Services Companies (NASSCOM).
› Active support and involvement in the European & Indian Policy dialogue since 2004.
› Co-operation involves showcasing technologies and research results to find potential research or future
commercial partnerships.
› Specific vertical market activities to target audiences primarily in the scientific community & industry. ICT
theme cover: Grid computing, eHealth, Digital Repositories, Data Infrastructures, eGovernment.
{“‘Technology is Power’, if
I paraphrase Alvin Toffler.
This statement is true
today more than at any
time in history, and it will
continue to be so in the
future. International Co-
operation is also a must
for any modern country.
India must go for international co-operation on
an equal partner basis”.
Dr. R. Chidambaram, Principal Scientific
Adviser to the Government of India. Source:
e-Infrastructures across Europe & India Keynote
Introduction
Welcome EuroIndia2004, Taj Palace, New Delhi, India.Silvana Muscella, Trust-IT Director, meeting EU Commissioner Likkanen on the occasion of EuroIndia2004..
9
Developing International Co-operation
Trust-IT representatives were commissioned by the
EC in 2004 to organise in its entirety, from Pisa,
the first ever International co-operation ICT event
entitled: “EuroIndia2004”. Over 1,200 ICT European
& Indian IT experts from academia, research and
Industry attended the Taj Palace in New Delhi, India
for three days to discuss ICT trends and innovation.
Principal sponsors: Alcatel, Infosys, SAP & ST
Microelectronics. This event is repeated yearly as a
result of EuroIndia2004.
Trust-IT was the Communications Strategy and
Conference Organiser for the ECHOGRID project
(2007-2008) and defining communities in China
& in Europe actively adopting Grid computing. In
Co-operation with National Technical University of
Athens (Greece), ATOS Origin (Spain),Engineering
Ingegneria Informatica S.p.A., Italy - Thales, France.
From China: Beihang University (China), Institute
of Computing Technology, Chinese Academy
of Sciences - Computer Network Information
Center, Chinese Academy of Sciences - National
University of Defence Technology (China), Huawei
Technologies Co.,Ltd, (China) coordinated by GEIE
ERCIM (France).
Ravi Jain, Vice-President, Tech Mahindra Ltd, remarked,
‘Euro-India ICT Co-operation (2002 to present) provides
Indian enterprises with the opportunity to interact and
network with experts from industry and academia.
This coming together helps actors to innovate and
develop solutions with the help of Information
and Communication Technologies, addressing the
challenges that we all face’.
Trust-IT Directors welcoming guests at the Alcatel sponsored cocktail
Social Network hosted by Infosys 10
Building Online Communities
{“Capturing best practices,
providing a “living”
Digital Library Reference
Model and addressing
on-going educational
needs will fill crucial
requirements for the
global digital library
community”.
Geneva Henry, Rice University and DL.org
External Advisor
Trust-IT’s community development services underpin marketing strategies that deliver effective messaging
to a spectrum of target groups and markets with a special focus on “benefits” and “value-add”.
› Quality-assured, tailor-made databases are continuously developed that are multi-sector and technology
specific to identify pertinent stakeholders & beneficiaries in
Europe and globally.
› On-going market analysis and surveys to cater to the needs
& priorities of target and special interest groups and by
working closely with distinguished members of the ICT
community & the media.
› Global expertise to advance knowledge in key areas.
Expertise ranges from think-tanks, industry expert groups
and identifying “certified contributors” delivering insight
into ICT advances, to supporting members of technical
working groups and scholarship programmes.
› Strategic alliances spanning cultural, educational and
research associations, R&D projects, standardisation
development organizations and technology platforms,
fostering effective knowledge exchange on all levels and
strengthening community outreach.
An example of Trust-IT’s certified contributor content on the Gridipedia website 11
Building Online Communities
Distributed computing
End-users, developers, software & sector
professionals, standard and
energy efficiency experts from
the private and public sector,
and EC policy-making bodies:
› Cloud computing &
virtualisation
› Creative industries
› Digital Repositories
› Green IT
› Software development
› Telecommunications
› Strategic alliances with DMTF, ETSI, OGF, SNIA
› Industry Expert Group – comprising a
distinguished panel of 17 experts recruited from
the distributed computing community to evaluate
the impact of cloud computing on enterprise IT.
Computer & Information Science
› Engaging with
top-level experts
globally to
advance the
frontiers of knowledge on Digital Libraries.
› Championing the importance of skills development
and education through eTraining Programmes.
› Expanding the global community of computer
scientists, domain specialists, Digital Library and
library professionals.
Monitored KPIs Databases & Events
DL.org - 133 DL related – Dec 2008. After just 10
months > 1,100 contacts
EGEE - From 2006, 175 members > 300 key business
experts
OGF-Europe - Feb 2008 DB had 950 > 1,508,
creating new communities
EuroSouthAsia (2004 to present) > 850 Contacts
EuroIndia (2002 to present) From 0 to > 1,500
focused contacts
On-line IT communities
› Trust-IT has been
commissioned by a European
consortium of over 90
partners – led by Atos Origin - to enhance
existing content, provide tailor-made new
content and increase global visibility to their self-
sustainable website on the business, operational
and IT value of service-oriented technologies.
Certified Contributors for QA content
› Recruiting distinguished members of the IT
community to serve as “certified contributors”
delivering insight into the adoption benefits &
challenges of service-oriented IT.
Community building through awareness raising, market analysis and media partnerships
› Building an on-line community of IT managers,
CEOs, CTOs, CFOs, special interest groups like
EU SMEs, technology developers, providers and
research institutions.
12
Developing & Running Communication Platforms
› Development and implementation of fully functional Content Management Systems – from standard
websites to semantic knowledge-based Web 2.0 platforms. Customized, built in-house, animating
a community of users, annotating content, images & videos through an integrated knowledge
management system using an ontological classification schema for a new user experience in today’s
social network.
› Organising domain knowledge based for exploitation through advanced channels including tagging,
multimedia thematic content, optimising search functions and segmenting user categories
› Professional Copywriting Services – the dynamics & experience of the Trust-IT multi-lingual team allows
for the execution of effective copywriting that manages to manipulate technical terminology to the
needs of the target market who may comprehend easily.
› Online Marketing - creation of logos & branding, newsletters, brochures, banners, search engine
optimization analysis, social network and email marketing providing a full circle of marketing offers,
which all encompass an integrated marketing strategy.
{“Trust-IT has the
capabilities to truly show
what a Channel has to
offer. It has been an
incredible experience
working with them and
an ever-growing business
relationship leading to
new opportunities”.
Michele Nannipieri, Managing Director –
Innotec Srl, Technical Advisor - B-Channel
Development and
implementation of
full websites
Professional
Copywrite
Services
Online Marketing
13
Developing & Running Communication Platforms
Trust-IT embodies all
three facets through
extensive experience and
professional knowledge
exemplified through
areas such as European Commission based initiatives
like OGF-Europe (www.ogfeurope.eu).
This incorporates the implementation of a
customized OGF-Europe Channel, principle content
production and leaders of communication and
marketing activities.
Trust-IT has been tendered
to redesign a dedicated
website serving as a central
source of information for
grid technologies, cloud computing, virtualisation &
service oriented architecture through independent,
neutral analysis to serve the wider IT community,
Gridipedia (www.gridipedia.eu).
Other examples of fully integrated
marketing campaigns portfolioed from
both public and private sectors including:
› Emanuel Ungaro
› Microsoft Research
› Gridipedia
› Trussardi
14