SIIA Education Division Calls for Participants in 2012 Vision K-20 Survey

The fifth annual Vision K-20 Survey is open today! The survey, sponsored by the SIIA Education Division, gives educators, administrators, and faculty members from K-12 and postsecondary educational institutions the opportunity to evaluate their current technology use. This year, a new addition to the survey asks respondents to identify what they judge to be the “ideal” scenario for technology use.

Focusing on goals outlined in our K-20 Vision roadmap—21st Century tools, accessibility, differentiated learning, assessment tools, and enterprise support—schools, districts, two-year colleges, four-year colleges, and universities will be able to use the Vision’s benchmarks to document their progress. Survey takers can return to the survey periodically to evaluate their progress toward the Vision for K-20 education.

Our member organizations worked together to develop the Vision K-20 initiative as a guide for educational institutions to implement technology district-wide and campus-wide. This survey aims to collect additional data that will broadly assist educators in taking this important project to the next level of knowledge and success.

We’ve developed a vision for K-20 education to ensure all students have access to a learning environment that prepares them to compete globally and lead the world in innovation. This year, in addition to reporting progress over the last 5 years, for the first time we will add the dimension of what educators across the country think of as the ‘ideal’ scenario.

The survey closes May 24, 2012. Initial aggregated results will be released at ISTE 2012 in San Diego, with a final report available late summer 2012.

We value the support of our partners and their commitment to improving students’ preparedness for an innovative and global economy. Partners committed to supporting the Vision K-20 initiative and survey include: 1105 Media, the Consortium for School Networking (CoSN), edWeb.net, eSchool Media, and The League for Innovation. The project’s lead partner was MMS Education. MMS Education provides market research, marketing, sales, and technology solutions for a wide range of education technology companies.


Karen BillingsKaren Billings is Vice President for the Education Division at SIIA.

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This Week in IP Enforcement

Patent Office: Inventors Don’t Have to Pay Copyright on Science Submissions (paidContent)
The U.S. Patent Office has issued a memo suggesting that inventors do not have to pay publishers for articles copied and included in patent applications.

Media Groups Propose Anti-Piracy ‘Code of Practice’ For UK Search (The Register)
Media groups are proposing that “search engines should vet ad partners, stop all advertising on “substantially infringing sites and on search results pages that contain links to substantially infringing sites” and stop selling key words terms that are “are closely associated with piracy,” among other proposals.

‘Hot News’ Returns in Hollywood Publisher Catfight (paidContent)
Penske Media raised the hot news claim again in a new filing last week in the latest twist in its spat with The Hollywood Reporter, whose parent company Penske initially sued last fall over allegations it lifted website code and copied stories.

U.S. Shuts 16 Sports Piracy Websites Pre-Super Bowl (Reuters)
U.S. prosecutors seized 16 websites that illegally streamed live sports and pay-per-view events over the Internet, and charged a Michigan man with running nine of those websites.

Oracle Seeks New Trial in SAP Case (The Wall Street Journal)
Oracle rejected a $272 million award in its intellectual property theft case against SAP, stating in its filing it was opting for a new trial in order to vindicate the original 2010 verdict in which the jury awarded Oracle $1.3 billion.

Man Indicted on Software Copyright Charge Arrested (Washington Post)
A former Baltimore man was arrested at Dulles Airport after fleeing to Pakistan before he was indicted for reproducing and distributing more than 100 copyrighted software programs, including Adobe, Intuit, and Microsoft products.

Judge Refuses to Shut Down Online Market for Used MP3s (Wired)
A federal judge denied EMI’s request to shut down ReDigi, an online marketplace for used digital music.

SIIA Survey: Marketing Executives Believe Social Media is an Effective Tool; Not Yet Investing Significant Resources

SIIA’s Software Division today released “Marketing in Today’s Economy”— the first SIIA publication to gather business-to-business sales and marketing tactics from leading industry executives. As part of the guide, SIIA joined with Lopez Research to conduct a comprehensive survey of more than 100 marketing executives in North America. The survey focused on their companies’ use of email, mobile marketing and social media to build their brands, gain leads, and improve customer support.

One of the most eye-opening findings from the study is that a gap exists between attitudes towards social media and investment in social media. About 90 percent of marketing executives surveyed use social media marketing, and three quarters believe it has a positive impact on their business. At the same time slightly more than half (54.5 percent) of respondents said their company’s marketing team spends less than 10 hours per week investing in social media. And further, 35 percent said they spend only between one and five hours per week on social media marketing.

Social media has clearly become a widely used tool among B2B marketers and few doubt that it is helping their business. But the survey also shows that marketers may not be dedicating the resources necessary to get the results they want from social media marketing. It is remarkable to see that, despite their strong belief in the power of social media, over one-third of marketers are engaged in it for only five hours or fewer every week.

The survey suggests that marketers do recognize the need to dedicate more resources to their social media efforts going forward. About 65 percent of respondents cited social media as an area in which they would like to invest more spending, and over 70 percent indicated they expect to increase their use of both Twitter and Linkedin in the year ahead. And importantly, marketers are beginning to apply the same ROI metrics to social media that they do for other marketing efforts, both offline and online. For example, 59 percent of businesses are using social media use web traffic as an indicator of social media ROI, while 53 percent are using qualified leads as a key ROI metric.

Social media is still a relatively new method for growing a business, but marketers clearly believe it is has value and will require greater investment. And with more marketers now applying traditional ROI metrics—such as qualified leads—to their social media efforts, they are more likely to get a clear sense of what level of investment makes sense. The maturation process of social media is clearly underway, and we can expect to see significant advancements in the coming years.

The survey looked at wide range of issues, and found a number of other results that are important for marketers—including:

75 percent of respondents do not outsource any social media efforts.
• Nearly 60 percent of respondents said that less than 5 percent of their deals began through social network interactions.
• Privacy is the top ethical concern in today’s marketing world.
• Most marketers predict that the biggest trend in 2012 will be greater communication and quantification of value to customers.

The Software Division conducted the survey in conjunction with Lopez Research during the fourth quarter of 2011. The survey interviewed 106 marketing executives, of which 88 percent were business-to-business marketers.

In addition to the survey, Marketing in Today’s Economy features commentary from 16 leading marketing experts whose companies provide technology solutions or services across a spectrum of industries. The authors offer expertise on a wide range of B2B marketing trends and best practices—from social media to search engine optimization and cloud marketing.


Rhianna Collier is VP for the Software Division at SIIA.

Internet Freedom is an Economic Issue, Too

Much has been accomplished in the two years since Secretary of State Hilary Clinton launched a foreign policy initiative designed to press other governments to recognize the unrestricted flow of information on the Internet as a human right. The thirty-four countries in the Organization for Economic Cooperation and Development (OECD) adopted Principles for Internet Policy Making. The principles call for free flow of information on the Internet, especially across borders. This approach extends ideals of free expression and exchange of ideas–at the heart of our First Amendment and the United Nations Declaration of Human Rights–to the global Internet.

But there is another way to look at Internet freedom. When a country keeps out or restricts offshore social networks, search engines and micro blog platforms, or restricts access to offshore news and cultural affairs sites, or requires domestic location of cloud computing facilities, or does not allow the transfer of information abroad for data processing, this assault on freedom becomes protectionism. These actions have a substantial effect on trade, jobs, and economic growth. Internet freedom is an economic issue, too. And thinking of Internet freedom as a trade issue provides its proponents with a range of new tools and policy mechanisms for advancing this public policy objective.

Several recent industry initiatives recognize the economic dimensions of Internet freedom. The principles on cross-border data flows, adopted by National Foreign Trade Council, SIIA and other trade associations in November, call for governments to allow the unrestricted flow of information across borders and to refrain from imposing localization requirements on remote computer processing services. In April, the U.S.Trade Representative (USTR) and the EU signed an agreement on trade in the information and Computer Technology services, which also contain these principles of no data barriers and no localization requirements.

Restrictions on Internet-based services are problematic under General Agreement on Trade in Services (GATs). GATs generally prohibits barriers on cross-border flows of information related to Internet-based services when the country has agreed to open that service sector. These commitments can be enforced through a well-developed dispute resolution mechanism at the World Trade Organization. Are existing restraints on Internet-based services acceptable under WTO rules? Exploring that question would provide a step toward thinking of Internet freedom as an economic and trade issue.

It is true that countries retain the right under GATs to pursue a variety of domestic public policies, even if it has a chilling effect on trade. Countries have substantial leeway to provide for privacy, consumer protection, cybersecurity, and the protection of intellectual property. They can also take measures that are ‘‘necessary to protect public morals or to maintain public order.’’ Many restrictions on Internet-based services might seem to be legitimate under these exceptions.

But these exceptions are limited. The public morals exception, for example, must be “necessary” to achieving the public policy goal and no more restrictive of trade than is necessary to achieve this objective. Under existing WTO precedents, countries must do more than claim the exemption under these WTO precedents; they must be able to show that is narrowly tailored to meet the public policy objective.

Trade negotiations can be a tool in advancing Internet freedom. The U.S. – Korea Free Trade Agreement recently approved by Congress calls for the signatories to “endeavor to refrain from imposing or maintaining unnecessary barriers to electronic information flows across borders.” The U.S. is attempting to improve on this hortatory language in discussions surrounding the Trans Pacific Partnership (TPP) trade agreement. They have tabled proposals to eliminate barriers to information flows across borders and to prohibit a domestic presence for remote data processing.

The TPP proposals acknowledge that countries can have different substantive privacy regimes, but narrows this exception by proposing that enforcement cannot take the form of a ban on transfers of information. A country’s privacy regime must allow global companies to demonstrate compliance with local privacy rules through mechanisms such as binding contracts or adherence to enforceable codes of conduct.

The proponents of Internet freedom need new tools and policy mechanisms for advancing this noble objective. Thinking of Internet freedom as a trade issue provides just that.

Mark MacCarthy will participate in a free panel discussion, “The Global Internet and the Free Flow of Information,” Tuesday, February 7th, 9:30 am-12:30 pm at the Pew DC Conference Center, for part two of Media Access Project’s fifth annual Forum Series.


Mark MacCarthy, Vice President, Public Policy at SIIA, directs SIIA’s public policy initiatives in the areas of intellectual property enforcement, information privacy, cybersecurity, cloud computing and the promotion of educational technology.

This Week in IP Enforcement

Stolen Software: Piracy Hits More Than Movies and Music (PCMag)
SIIA’s anti-piracy program featured in article that recognizes the negative impact piracy has on the software industry.

Entertainment Lobby Claims Google, Bing Send Users to Illegal Music Files (paidContent)
Google and other search engines “overwhelmingly” direct music fans to illegal copies of copyrighted tracks online, a coalition of entertainment industry groups has told the government.


Ukraine Shuts Down Leading File-Sharing Site
(Associated Press)
Ukrainian authorities have shut down a popular file-sharing website saying it violates copyright laws, officials said Wednesday.

Next Frontier in Piracy: Downloading Physical Objects to Your 3D Printer (Time)
Pirate Bay has announced a new category called “Physibles” that houses digital files that can be downloaded and used in conjunction with 3D printers to print out actual, physical objects.


mophie Awarded Significant Judgment in Piracy Case
(PRNewswire)
Federal Judge Rules in Favor of Company and Against Counterfeit Seller

Interview with new SIIA member Alteva

We are delighted to welcome Alteva, a WVT Communications Group, to the SIIA community. I had a chance to speak with their Executive VP and Chief Sales Officer, Louis Hayner to discuss the value of cloud-based unified communications. Read my interview below.

Rhianna: Welcome to SIIA! Tell me a little bit about Alteva.

Louis: Alteva, a WVT Communications Group company, is a cloud-based unified communications solution provider for companies with 35+ users. The highest priority at Alteva is providing every customer with all their communications needs including cloud-based Call Routing/Voice over IP Services (VoIP PBX), Messaging and Web-based Collaboration through Microsoft Communication Services, Fixed Mobile Convergence and Advanced Communications Applications for the desktop.

Rhianna: What are the advantages for companies to move their communication needs to the cloud?

Louis: There are many benefits for companies of all sizes to move to the cloud. The most advantageous include mobility/anywhere access; scalability; cost savings; and disaster recovery capabilities. Alteva’s hosted Unified Communications clients reduce their total cost of ownership by 20% with a 70% reduction in startup expenses and no ongoing maintenance fees, as compared to premise-based PBX systems.

Rhianna: You have partnerships with some of the leading technology companies. How important is the partner ecosystem? Do you have any advice for our members when it comes to building a successful partner program?

Louis: WVT Communications Group believes that a high tide raises all ships – something that Alteva has always held to. That’s why our philosophy has always been to seek co-marketing opportunities with not just partners, but even fellow cloud communications service providers. When any cloud communications company promotes hosted technology and educates the public about the benefits of the cloud, it serves the entire cloud industry. Alteva can tout its own solution as the best, but when its partners are touting Alteva it provides a much more credible and powerful third party validation. It’s important to have good relationships with your partners, and to have strategic discussions on ways to work together and help one another. If our partners names can help to validate our brand quality, then it is to their benefit to provide quotes for our press releases and put representatives in our trade show booths and attend our events.

Rhianna: Your customers cover a range of industries. Are certain industries more likely to adopt these cloud-based communication solutions? Are there any industries that have surprised you with their rate of adoption? Do you see any significant movement from the public sector?

Louis: Many industries can benefit from cloud communications, but there are some that can benefit even more so than others. For example, law firms benefit from the mobility features that enable user to communicate from any location, as well as hosted call recording and detailed phone reporting features. Law firms, health care facilities and other organizations that tend to have multiple locations or satellite offices will see notable cost savings. We are not surprised by any industries specifically, but we are thrilled by the increased adoption by the SMB space in recent years, as they see that solutions like Alteva Unified Communications are affordable for smaller companies.


Rhianna Collier is VP for the Software Division at SIIA.

 

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