1. ASA Company Confidential Getting Your Message To The Right Engineers The M1 In-Product Viral Advertising Program

2. ASA Company Confidential 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

3. ASA Company Confidential 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

4. ASA Company Confidential 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…

5. ASA Company Confidential 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

6. ASA Company Confidential 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.

7. ASA Company Confidential 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

8. ASA Company Confidential How this program reaches past your existing contacts M1 Waveform Viewer

9. ASA Company Confidential Step 1 – ASA creates your portal The portal has a unique address that is for your exclusive reference in your electronic messaging.

10. ASA Company Confidential 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 Viewer with your message on the front cover

11. ASA Company Confidential Step 3 – Promote WV Encourage users to try the tool Add a compact WV footprint to your web site and newsletter Your “list” Newsletters & email

12. ASA Company Confidential Step 4 – Some EDA/scope users download M1 WV... M1 Waveform Viewer with your message aboard Your “list” because it’s useful in their work

13. ASA Company Confidential 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.

14. ASA Company Confidential 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.

15. ASA Company Confidential Viral Propagation of YOUR brand/message Your “list” Cost: None

16. ASA Company Confidential 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

17. ASA Company Confidential 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: recurrence Because the tool is used often, the ad presents often  Participation is 100% free to qualified partners

18. ASA Company Confidential 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

19. ASA Company Confidential 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?

20. ASA Company Confidential 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.

21. ASA Company Confidential Next steps Next Step… Contact ASA for additional information: In-Product Marketing Manager IP-Marketing@Amherst-Systems.com +1.413.596.5354

22. ASA Company Confidential Appendices To dig deeper on select topics

23. ASA Company Confidential A new ad vehicle to reach the scope/EDA user ASA solution architecture  Eliminate distraction Remove 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 user Connect the message with an established, industry-leading, extremely useful tool Make that tool free to make deployment viral  Optimize the vehicle to propagate broadly with very low effort Integrate 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 seconds Your message can be clicked to open a link at your web site

24. ASA Company Confidential 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:

25. ASA Company Confidential 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, news Email & newsletters Online technical communities  Search optimization  Sponsoring “experts” Blogs Email newsletters Online communities

26. ASA Company Confidential 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 content Engaging in high-volume blogging Effectively competing with media for clicks and search rank Further dilution from the rise of democratized media The technology to self-publish is accessible to anyone Ambitious amateurs and “citizen journalists” are out-contributing the vetted professionals 1.4 blogs launched every second

27. ASA Company Confidential 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

28. ASA Company Confidential The current message space as seen by the scope user Your message is here