Issue link: https://read.uberflip.com/i/1448193
19 END OF YEAR REPORT 2018 Approved for distribution outside of the LoRa Alliance™ BRAND EVOLUTION IN 2018 In 2018, the Marketing Committee determined that the original mission, vision and tagline of the LoRa Alliance, while strong, no longer fully represented who we are in the marketplace and undertook a branding activity to update the brand. The first shift was to focus more on LoRaWAN™ technology itself, and the LoRa Alliance secondarily, then, the Brand Working Group delivered recommendations for a new tagline to more effectively stand for what LoRaWAN represents: Creating Valuable IoT Connections. Our new brand elements include: • MISSION - To support and promote global adoption of the LoRaWAN standard by ensuring interoperability of all LoRaWAN products and technologies. • VISION - To enable the IoT to deliver a sustainable future. • LoRa ALLIANCE ™ VALUE PROPOSITION [Why developers should join the LoRa Alliance]: - The LoRa Alliance is a collaborative ecosystem of developers designing products and solutions for the IoT, which need connectivity. By working together, members can expand their networks, enable new business case scenarios and be sustainable from a business perspective, while sharing their knowledge to make the IoT smarter and enable a more connected, sustainable future. Members drive development of the standard, and have the right to certify their products and leverage the Alliance's global recognition. • LoRaWAN ™ VALUE PROPOSITION - LoRaWAN enables public and private networks to connect devices across the globe easily and efficiently for any IoT application using low-power, long-range and secure communication. Based on open standards, LoRaWAN is supported by a large and diverse ecosystem, giving the widest range of choices to realize value from IoT data.