1. Tutorial for leadership teams of ITU-T study groups, TSAG, tariff groups and focus groups Standard Communications Toby Johnson Communications Officer, Telecommunication Standardization Bureau, ITU Geneva, 15-16 December 2008

2. 2 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 Communications Breakdown There are some things customers probably dont need to watch being made: The one we know about is sausage. The other is standards. David Coursey, Executive Editor, ZDNet

3. 3 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 Without standards you couldnt make a telephone call from one side of the world to another. Without standards the Internet wouldnt function. Standards connect the world… Messaging

4. 4 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 Who are we talking to? Audience A message thats appropriate for one audience may not be appropriate for another The minutiae of the standards making process is about as interesting to most people as making sausages …but to others its key Stakeholders Many peoples messages and interests to be taken into account

5. 5 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 Media outreach

6. 6 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 Media in context Journalists are human beings They dislike marketing jargon, too much technical detail Different types of media Specialist Trade focused National/Business Focused on issues, powerful, often non-specialist Online News driven, information hungry Regional Focused on local news, issues

7. 7 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 ITU-T has recently significantly updated its website … New homepage and site wide template 100+ pages translated into six languages New pages for those new to ITU-T Newsfeed number one entry point to ITU-T web e-flash 3000 subscribers

8. 8 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 … upped use of web 2.0 technologies … ITU-T and Wikipedia. Many entries updated Newsfeeds picked up in media all around the world ITU YouTube channel Social bookmarking

9. 9 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 … and feeds the press Press Lunch, London June 2008 – Journalists from: Led directly to BBC world service interview (and other coverage)

10. 10 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 Academic outreach

11. 11 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 ITU-T uses traditional communications tools …

12. 12 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 Outreach to developing nations

13. 13 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 H.264/AVC is the first truly scalable video codec, for use in high definition TV to videoconferencing and 3G mobile multimedia ITU Standards in action….. Sarah, in Paris, copies a video clip encoded with ITU standards for video compression to her computer Transport protocols and ITU standardized fibre optics facilitate the upload to the server Via broadband, standardized by ITU, Sarah uploads the video to the server of her favorite video-sharing site In addition to transport standards, as her video is viewed around the world, many other ITU standards - such as those for access and security - are used Using a portable media player, Nanami in Tokyo watches Sarah's video. ITU standards for NGN herald this new era of connectivity Most cable modems are built to ITU-T standards and ITU standards for DSL have helped telcos maximise their infrastructure investment Synchronous digital hierarchy (SDH) and wave division multiplexing (WDM) are two technologies in which ITU standards have played a leading role. Standards for automatically switched optical networks (ASON) are a current hot topic Access: passive optical networks (PONs) Security: X.509 is a key standard for electronic authentication over public networks Next Generation Networks refers to the move from switched to packet based networks, promising reduced costs for service providers and a richer variety of services to consumers

14. 14 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 We are here to help Media outreach Written material Press releases Newslog e-Flash Flyers, posters Speeches, presentations Public facing web pages Third party event identification

15. 15 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 This is the world thanks to ITU ……a world without ITUNow imagine……

16. 16 Tutorial for SG & TSAG leadership teams Geneva, 15-16 December 2008 Supplemental slides toby.johnson@itu.int