Tech Connect - Marketing Issue 2010

A R I Z O N A’ S

the

:

INSIDE

0 10

MARKETING A PRIZED PARK

0 13

SOCIAL BUTTERFLIES

0 16

BETTER B2B

PLUS 0 18

TECHNOLOGY MAGAZINE

AN INNOVATION CELEBRATION

issue

Navajo-Hopi Land Dispute Apple Computer, Inc. v.

Franklin Computer Corp.

Washington Public Power Supply System Securities Litigation

Motorola, Inc. v.

Fairchild Camera and Instrument Corp.

AMD, Inc.

v.

Intel Corp.

Glass Container Antitrust Litigation

MICROSOFT CORP. v. TiVo, INC. PPG Industries, Inc. v. Pilkington plc

The Pinal Creek Group v.

Newmont Mining Corp.

Impeachment Trial of Governor Evan Mecham

Pfaff v. Wells Electronics, Inc.

Arizona Temporary Nurse Antitrust Litigation

Texas Instruments, Inc. v.

Cypress Semiconductor Corp.

County of Maui v.

United Technologies Corp.

C O U R T S

Data General Antitrust Litigation

Standard Chartered PLC v.

Price Waterhouse

T H E

IBM Antitrust Litigation

Apple Computer, Inc. v. Microsoft Corp.

I N

Honeywell International, Inc.

L E G A C Y

State of Arizona, Department of Environmental Quality v.

A

Over the years, clients have called upon Perkins Coie Brown & Bain to handle cases of great importance, both in Arizona and throughout the nation. We have litigated precedent-setting issues, from the first case to establish the copyrightability of

microcode, to the impeachment trial of a sitting governor, to a 40-year dispute between Native American nations over rights to millions of acres of land in Northern Arizona.

These cases reflect the skill, imagination and perseverance that all of our matters demand, great and small.

ANCHORAGE

·

BEIJING

·

BELLEVUE

·

BOISE

·

CHICAGO

·

DALL AS

·

DENVER

·

LOS

ANGELES

·

MADISON

M EN LO PA R K · PH O EN I X · P O R T L A N D · S A N D I EG O · S A N FR A N CI S CO · SE AT T L E · SH A N G H A I · WA SH I N G TO N , D.C .

contact: Joel W. Nomkin, Phoenix Managing Partner 2901 N. Central Avenue, Suite 2000, Phoenix, AZ 85012-2788 602.351.8000 Perkins Coie llp (Perkins Coie Brown & Bain p.a. in Arizona)

attorney advertising

www.perkinscoie.com

Celebrating Avnet’s 50th year on the New York Stock Exchange.

Roy Vallee

flanked by les Avnet (middle) Founder/CEO Char th served bo o bert Avnet, wh sons Lester and Ro er. th fa their as Avnet CEO after

Chairman and CEO, Avnet

A Legacy of Industry Leadership Since the Avnet family started selling surplus radio parts in New York City in 1921, Avnet’s leaders and talented employees have defined what makes a world-class company. On December 15, 2010, Avnet will commemorate a milestone that only 350 other companies have ever achieved in the history of the New York Stock Exchange – we will celebrate our 50th anniversary on the NYSE. This special historical marker distinguishes Avnet as a premier company – one with financial strength, global scale and scope, adaptability

and innovation. Avnet would like to thank our 16,000 plus employees who have made our company so great, our trading partners who have placed their trust in us to deliver the highest service and value, our shareholders who invest in us as well as our business and community partners who work with us to help make the world a better place to live and work. We are proud of our legacy and look forward to achieving far more in the next 50 years than we can only imagine today!

View Avnet’s history on www.avnetondemand.com

We take care of things, so you can focus on your business.

No one knows this better than Steve Beck, Principal of COBE Development. His NAIOP Award-winning firm relies on Cox Business to supply superior communication solutions for all their developments. Our reliable fiber-optic network and responsive customer support takes care of all their properties’ communication needs. So, Steve is able to focus on other matters at hand.

Phoenix: 623-266-1831 Tucson: 520-393-3196 coxbusiness.com

What’s Inside

A R I Z O N A’ S

TECHNOLOGY MAGAZINE

CloseUp

010

THE uNiVErsiTY OF ariZONa

Science and Tech Park honored for its impact on economic development.

013

iNTEL

Employees tap into social media to spread company culture.

014

QuarLEs & BraDY

Thinking of marketing your creations as “green”? Read this first.

The Focus

016

HONEYWELL

No such thing as the traditional B2B customer anymore.

The Network

036

aVNET

002

Video channels open new avenues for marketing outreach.

008

006

004

Feature

018

016

014

012

010

On the Cover :: The Marketing Issue

TECHNOLOGY MAGAZINE

030

028

026

024

022

020

A R I Z O N A’ S

MARKETING

0 13

SOCIAL BUTTERFLIES

032

0 10

:

INSIDE

036

034

the

TECHCONNECTmag.COm

THE markETiNg issuE

0 16

Governor’s Celebration of innovation Science and Tech Park honored for its impact on economic development.

A PRIZED PARK

issue

BETTER B2B

PLUS 0 18

AN INNOVATION CELEBRATION

Contact us :: editor@techconnectmag.com

In Every Issue 008 President’s Letter 024 Science Foundation Arizona 026 The University of Arizona 028 Arizona State University 029 Northern Arizona University 030 Capitol Watch

fan...

Take it from a Phoenix Business Journal

What has always impressed me is the Phoenix Business Journal staff ’s willingness to go beyond print... from sponsorships, online, videos and community outreach to their commitment and enthusiasm for the Valley.

They are a true partner to enhance our brand.

Al Maag

Chief Communications Officer, Avnet Inc.

TO SUBSCRIBE OR ADVERTISE, CONTACT MIKE MALL AT 602.308.6525

learn AdvAncing computer Science ArtificiAl life progrAmming digitAl mediA digitAl video enterpriSe SoftwAre development gAme Art And AnimAtion gAme deSign gAme progrAmming HumAn-computer interAction network engineering

please geek responsibly.

network Security open Source tecHnologieS

you may speak the language, but are you geeked?

Here’s a chance to prove it.

roboticS And embedded SyStemS SeriouS gAmeS And SimulAtion StrAtegic tecHnology development tecHnology forenSicS tecHnology product deSign tecHnology StudieS virtuAl modeling And deSign web And SociAl mediA tecHnologieS

www.uat.edu > 877.uAt.geek 4:08 PM

Page 1

safety innovators

Honeywell is advancing flight safety through enhanced situational awareness.

On the ground or in the air, getting more information to pilots is critical for the safe operation of aircraft. That’s why we strive to create safety systems that not only surround pilots with the key information they need – weather, traffic and terrain – but also integrate these innovations into lightweight, cost-effective platforms. From intuitive displays and predictive sensors to integrated avionics, Honeywell reduces pilot workload while enhancing situational awareness with proven automated advanced avionics solutions.

www.honeywell.com ©2010 Honeywell International Inc.

THE markETiNg issuE

2/12/2010

TECHCONNECTmag.COm

HONEYWELL CTO_AD:Layout 1

008

006

004

002

President’s Letter

006 014

004 012

002 010

Celebrating Innovation

THE markETiNg issuE

048

046

044

042

040 032

030 038

028 036

034 026

024 032

030 022

028 020

018 026

024 016

022 014

012 020

018 010

008 016

008

TECHCONNECTmag.COm

R&D jobs and a renewable energy production tax credit to leverage one of our most abundant resources, the sun. At GCOI, we pay tribute to the leading legislators who helped make this possible.

Arizona’s teachers and students represent our future. The Council is focusing enormous effort and resources on improving science, technology, engineering and math (STEM) education in the state. GCOI also includes celebrating the best teacher and the finest students that Arizona has produced in math and science.

We thank Gov. Jan Brewer and the Arizona Commerce Authority for partnering with the Council to honor the best and brightest in science and technology in our state. Please join me, the Council’s Board of Directors, and staff in congratulating all of the finalists and winners past and present for accelerating the growth of technology throughout Arizona. advancement. We celebrate We also invite you to the businesses and innovators striving to improve the economy congratulate this year’s winners and finalists yourself by attending and our future for generations GCOI at the Phoenix Convention to come. In this issue of Center on Nov. 18. It’s your TechConnect, see how some GCOI winners from prior years chance to help us shine a bright light on their successes. have progressed with their innovations.

Throughout the course of 2010, the Council has been vigorously advocating on behalf of the technology industry.

It is our goal to continuously improve the environment in which technological innovators and their companies operate. This year’s legislative STEVEN G. ZYLSTRA accomplishments included President & CEO, creation of a refundable Arizona Technology Council research and development tax credit to help create high-quality

ne of the highest callings of the Arizona Technology Council is to celebrate technological innovations and the creators behind them.

o

The efforts put forth by these innovators in developing new products and services improve the world we live in and, as a result, create wealth and jobs for our economy.

One way we mark their creations is with the annual Governor’s Celebration of Innovation (GCOI). This year’s event theme, Arizona in Motion, seems especially relevant given the need to get our state’s economy back on track and moving forward.

An improved economic climate and new job creation continues to be on the minds of every Arizona citizen and business owner. For the past six years, GCOI has been honoring pioneers in technological

PuBLisHEr Steven G. Zylstra EDiTOr Don Rodriguez arT DirECTOr Jim Nissen, Switch Studio DEsigNErs Chaidi Lobato Carla Rogers CONTriBuTiNg WriTErs Cindy Brown Laurie Griffith Buczek Brian Chapman Aaron Kahlow Joe Kullman Al Maag Katea Ravega Pati Urias TraDEmark // gENEraL COuNsEL Quinn Williams

E-maiL editor@techconnectmag.com For queries or customer service, call 480-620-3759.

TechConnect is published by the Arizona Technology Council, One Renaissance Square, 2 N. Central Ave., Suite 750, Phoenix, AZ 85004.

Entire contents copyright 2010, Arizona Technology Council.

Reproduction in whole or in part without permission is prohibited.

Products named in these pages are trade names or trademarks of their respective companies. TechConnect is a trademark of the Arizona Technology Council. All rights reserved. Publication of TechConnect is supported by private-sector businesses, and is not financed by state-appropriated funds.

TECHCONNECTmag.COm

THE markETiNg issuE

Close+up

PHOTO: CHRIS MOONEY

REFLECTION OF SUCCESS

006

004

002

Building at The University of Arizona Science and Technology Park.

008

Triple Crown

010

010

he University of Arizona Science and Technology Park scored a hat trick as winner of three prestigious awards recently.

The Solar Zone at the park received the 2010 Excellence Award for Innovative Economic Development at the Governor’s Regional and Rural Development Conference. The zone was presented with the Metropolitan Pima Alliance’s 2010 Common Ground Award for Economic Development. And the park also received an honorable mention in the 2010 International Economic Development Council Excellence in Economic Development Awards’ magazine category.

t

TECHCONNECTmag.COm

THE markETiNg issuE

036

034

032

030

028

026

024

022

020

018

016

014

012

Solar Zone leads way for Tech Park awards

Aerospace and Defense get a Boost

g

ov. Jan Brewer recently allocated $1.3 million to boost the aerospace and defense industry and help the state become more globally competitive in this growing and fast-

The park advances the university’s research mission and its efforts at technology development and technology commercialization. It is one of the region’s largest employment centers, hosting approximately 40 businesses and organizations that employee 7,000 people and contributing $3 billion annually to Pima County’s economy.

The park also is home to the Arizona Center for Innovation, a technology business incubator, and three educational institutions : UA South, Pima Community College, and Vail Academy and High School. The park has been nationally recognized as one of the premier university research parks in North America.

paced sector. Grant funds are from the Governor’s State Fiscal Stabilization Fund Discretionary monies allocated from the American Recovery and Reinvestment Act of 2009.

The funding will be used two ways. One is to establish and incubate a statewide Aerospace and Defense Initiative to develop a coordinated strategy for continued growth in A&D, including implementing recommendations identified by the Governor’s Aerospace and Defense Commission.

Also it will used for investments in research and aerospace programs through university/industry partnerships.

The Excellence Award for Innovative Economic Development is designed to honor organizations that have successfully created and implemented economic development strategies for their respective regional communities that place Arizona in the forefront of economic development.

The Common Ground Awards recognize community leaders, projects and events with successful collaboration for the overall benefit of the community.

The Excellence in Economic Development Awards recognize the world’s best economic development marketing materials, programs and partnerships. The park partnered with BizTucson to develop a 30-page special section insert in the spring 2010 edition of the magazine to commemorate the park’s 15th anniversary.

“These awards confirm the investment spent in strategically developing and master planning the UA Tech Park,” says Bruce Wright, associate vice president for university research parks. “Our success was achieved through collaboration with our many partners who are just as dedicated to the projects as we are.”

The zone is a comprehensive, integrated solar research park. Its components include research and development, solar energy generation and deployment, materials and supplies, manufacturing and distribution of solar equipment and hardware, greenjob and workforce training, and a public awareness and demonstration center to showcase uses of solar energy.

The zone is attracting and developing world-class solar companies that contribute economically to the region and increase the capacity and usage of renewable energy throughout southern Arizona. Phase One will include $80 million to $100 million in capital investment and is expected to generate 18.5 MW of electrical power on a daily basis. + GET CONNECTED The University of Arizona Science and Technology Park: www.uatechpark.org.

The Aerospace and Defense Initiative will uses the state’s resources and expertise from Prescott, Tucson, Phoenix and military installations statewide. Research and development projects will be funded through nonprofit, researchperforming entities through a dollar-for-dollar match from A&D industries.

The funds will be administered through Science Foundation Arizona, which is dedicated to promoting economically viable and promising scientific research in the state.

9:04 AM

Page 1

Strategic Thinking GT helps clients develop strategies to protect and leverage their IP portfolios in markets around the world. We have advised thousands of clients on virtually every aspect of IP – from patent prosecution and trademark applications to licensing opportunities, litigation and the IP issues involved in complex commercial transactions.

1800 Attorneys in 32 Locations° USA Law Firm of the Year, Chambers Global Awards§

www.gtlaw.com Greenberg Traurig is a service mark and trade name of Greenberg Traurig, LLP and Greenberg Traurig, P.A. ©2010 Greenberg Traurig, LLP. Attorneys at Law. All rights reserved. Contact: John E. Cummerford in Phoenix at 602.445.8000. These numbers are subject to fluctuation. §Greenberg Traurig was selected by Chambers and Partners as USA Law Firm of the Year, 2007.

10187

Contact us at +1 480-517-6157 televerde.com

THE markETiNg issuE

10/20/10

TECHCONNECTmag.COm

10817-1010-PHX-IP-Ad_TechConnect.qxp:Trademark_ad

Close+up

ROUND THE CLOCK There are ways to boost your marketing efforts in this 24/7 world

010

008

006

004

002

WRITING BY :: AARON KAHLOW

TECHCONNECTmag.COm

THE markETiNg issuE

036

034

032

030

028

026

024

022

020

018

016

014

012

012

t’s a given that you can’t be all things to all people. But can you always there when they need you? Absolutely.

With technology today, there’s no reason your marketing initiatives have to end at 5 p.m. What I’m saying is simply to be everywhere your customers are. The goal is what we refer to as 24/7 marketing connectivity.

Tools available today can help. Search engines such as Google, industrial destination sites, e-mail marketing and even blogs allow you to reach: • An active in-market audience at the moment they demonstrate interest in your company, products or services.

• An active target market while they are online reading content relevant to your company, products or services.

• Your target market when they are online engaging in activities.

i

The trends we are seeing in the industrial marketplace—and what the research supports—is that online is increasingly becoming an important tool for the industrial buyer audience. Integrating online is critical for completing your marketing efforts. Of course, the name of the game still is to get a return on effort.

Here’s Help So what tools do you use to help stay in front of your customer? It depends on what you need to know. There are various technology categories and what they can measure for you varies:

• Internal and integration (customer relationship management (CRM), demand generation) Measurement: all about efficiency, reporting and making good decisions from data and automating process.

• Campaign management (emotional selling preposition (ESP), search ) Measurement: effectiveness of campaign for every dollar spent and productivity of resources • Measurement /monitoring (Web analytics) Measurement: incremental improvements and understanding customers (quantitative) • Customer research (usability; social monitoring) Measurement: getting into the minds of the customer (qualitative) One you determine what you need to know, then you can make your choices of what can give you that information. For example, here are some sites to consider when doing your search: • CRM: Salesforce.com • DG (demand generation): Marketo • ESP: Exacttarget • PPC (pay per click): Google AdWords • Analytics: Omniture, Google Analytics • Research: Survey Monkey • Remote usability: Keynote • Social monitoring: Radian

Check This Out But be careful. You just don’t put your tech tools into place and forget to monitor the

results. Don’t forget: People, process and technology still must be aligned throughout.

There are still some potential pitfalls along the way in customer acquisition, first impressions, merchandising and selection, and the checkout process. These are the places to check if want to know where you are losing your customers.

• Targeting an inappropriate audience • Unclear marketing message • Slow page load • Unengaging look and feel to your online presence • Clumsy site navigation • Ineffective presentation • No access to real-time help • Uncompetitive price • Ineffective tools to assist selection • Long delivery times • Excessive shipping costs • Credit card validation error All these can chip away to the point that a 100 percent conversion rate can become as low as 1.9 percent. But everything counts. Even small increases in conversion can generate substantial revenue. They include e-mail newsletter signup, whitepaper download. request for quote, and order placed It’s those last two words that make your effort worthwhile. Suddenly, trying to work in a 24/7 world doesn’t seem worth losing sleep over.

Aaron Kahlow is CEO of Online Marketing Connect, an education based media company focused on in depth education in all areas of online marketing . For more information, go to www.onlinemarketingconnect.com.

Tools of the Trade There are resources for small and medium businesses to help with marketing efforts.

Integrated: Hubspot Measure: Google Analytics, Email: iContact; Constant Contact, Chimpmail Customer: UserTesting.com; Social: Hootsuite Search: SEOMoz Demand Gen: Too Expensive CRM: Sugar, Sf.com Further Your Education www.OnlineMarketingSummit.com www.OMICertified.com

Close+up

Social media not business as usual at Intel WRITING BY :: L AURIE GRIFFITH BUCZEK

or businesses, social media has become known as the tool that helps make the connection between service or product and customers. But we can’t forget social media’s intent always has been connecting people to people.

Even in a global company like Intel, it’s important that we connect our team members. We have had a traditional web 1.0 portal that by the end of 2010 will have evolved into a blend with 2.0. To do this, we have blended technologies, including email and the intranet.

As with other companies, an intranet, has news articles and blogs. But there is so much more. Our intranet offers the ability for employees to gather, comment and engage with the information via our social platform, including wikis, on-demand video, professional networking, status messages and virtual groups.

f

We are working to shift our digital experience to have the user at the center.

One department helping us embrace this new culture is human resources. Whether it is providing the ability to employees to interact and have a voice to executives, or an opportunity for employees to ask questions and engage on topics, such as choosing the right health care for their family. Much of our human resources information is moving into documentation in a wiki.

This department really feels the incorporation of 2.0 technologies provides a solid way to engage employees.

After a lot of exploration we determined that the conduct with these emerging technologies should be no different than the phone or instant messaging. We decided to use the same guidelines we have for code of conduct and use of computers, Internet, and telephone. So we incorporated social computing into the guidelines and streamlined them so they read more in layman’s terms than legalese.

We monitor the traffic, but don’t subscribe to policing. Instead, a few human resources professionals identify sentiment online and get ahead of any potential challenges. It really has helped us keep a finger on the pulse of the employee base and organizational health. We also have a team of volunteers across the globe who are ambassadors and help employees apply 2.0

Laurie Griffith Buczek is platform vision team manager and social media strategist in digital marketing global development at Intel.

TECHCONNECTmag.COm

Next Step

It’s not all in-house. We have guidelines published on intel.com to guide employees on how to use 2.0 technologies to engage externally on behalf of Intel. It is important to note that we couple the published guidelines with training and ambassadorship. It’s very important to reinforce the behaviors we want to see.

We have a lot of folks who blog and tweet externally on behalf of Intel or for a blend of personal and business. Internally, we have well over half of the company engaged with our social platform and roughly 28% who actively contribute content and comments across groups, discussion forums, wikis, blogs, and on-demand video.

Some of you with small businesses may be saying there’s no way we can afford to do this. We believe differently. Operating expenses haven’t been significantly impacted. I can say that 2.0 technologies are a significantly less expensive solution than other enterprise applications that provide alternative capabilities.

So where is this all headed for business?

For the corporate websites, I see the big blend going to occur. For the last three to four years most companies, including us, have had a very web 1.0 presence. We do have external communities and blogs but they are a sidekick to the corporate site. We are working to shift our digital experience to have the user at the center.

In doing so, we realize that we have to blend content, information and engagement opportunities together. That means social content and even user-generated metadata will become an integrated part of our intel. com experience for customers.

THE markETiNg issuE

THE OUTSIDE WORLD

Close+up

ON TARGET Making your ‘green’ marketing effective—and accurate

012

010

008

006

004

002

WRITING BY :: KATEA RAVEGA

TECHCONNECTmag.COm

THE markETiNg issuE

036

034

032

030

028

026

024

022

020

018

016

014

014

ompanies taking steps to make their products or services “greener” have a significant motivation to market to their customers. A recent Hartman Group research study found 93 percent of consumers have at least some interest in purchasing a product or service because of its perceived environmental aspects.

It’s no wonder then that the quantity and types of green claims has exploded. That same year alone, market-watchers identified more than 300 new “environmentally friendly” products.

And that doesn’t count existing products or services with newer claims, such as “earth friendly” or “carbon neutral” alongside the more familiar “recyclable” or “biodegradable.”

Environmental marketing claims also can be inferred from photos, logos, seals of approval, or even a product or service’s name.

At the same time, enforcement of laws governing green marketing claims has been spotty at best. For example, despite regular enforcement in the 1990s, the Federal Trade Commission (FTC) took no major enforcement actions from 2000 through 2008. That does appear to be changing, however, with several high-profile actions taken over the past two years--and new FTC marketing guidelines recently proposed, it is important for Arizona companies to make sure their green marketing is not only effective--but accurate and in compliance of the law.

The lax enforcement coupled with overzealous marketing efforts to showcase a company’s “green-ness” and the lax enforcement have led to a proliferation of misleading claims. A study last year titled “7 Sins of Greenwashing” found as many as 98

c

percent of such claims were misleading or even outright false.

Federal Influence Although state and industry regulators have jurisdiction in this area, the FTC is principally responsible for enforcing marketing and advertising regulations. The federal agency can prosecute advertising claims determined to be unfair, deceptive, unsubstantiated, or misleading. Penalties for noncompliance can be significant.

The FTC can seek both civil penalties and injunctive relief, which could force a company to entirely remove a product from the market.

The agency also can require corrective advertising, “disgorgement” of profits, and order restitution to affected customers.

With the momentum for making green claims growing so quickly, company marketing staffs often face a dilemma: how to craft their materials, particularly with the newest terminology, with only limited FTC precedent to draw upon.

The fallback is the FTC’s Green Guides, regulations meant to provide a safe harbor for companies to compare their claims against (and which many states base their compliance standards). The Green Guides, however, have not been revised since 1998, often creating confusion in the marketplace.

On Oct. 7, the FTC proposed long-awaited revisions to the Green Guides, focusing on what marketers can claim in advertising the use of renewable materials, renewable energy and carbon offsets as well as environmental marketing claims such as “green” or “environmentally friendly.” The FTC's message is clear: it will be more aggressive against false

or misleading environmental claims.

The proposed revisions, the result of significant public and corporate input over the past three years, keep the FTC's general advertising principles in place - i.e., all “green” claims must be specific, substantiated, and not misleading or deceptive. The agency's main goal is to clarify the steps companies must take to substantiate and qualify their environment claims. The proposed revisions include: • Perhaps the most sweeping change is a limitation on general environmental claims.

Unqualified claims such as “environmentally friendly” will now face increased scrutiny in part because of a recent FTC study which revealed almost one-third of consumers interpreted a general claim like “green” or “eco-friendly” to indicate a product had no negative environmental impact at all.

• “Seals of approval” and third-party endorsements, types of claims that have become more prevalent, cannot be marketed without qualifying statements that can be substantiated, through competent and reliable scientific evaluation.

• Companies should not claim a product is made with “renewable energy” unless virtually all of its components were made with renewable energy and they retain ownership of the Renewable Energy Credits associated with that renewable energy.

The following guidelines can help you develop a successful “green” marketing strategy: • Qualify claims, as necessary, to promote clarity in your message.

• Ensure all claims asserted or implied are truthful.

• Substantiate any claim before advertising, selling or displaying any product or service based on that claim and keep evidence of the substantiation on file.

• Be aware regulators and consumers are paying greater attention to “green” claims and consider the benefits/challenges to your company in light of that scrutiny.

• Be ready to implement the proposed revisions to the “Green Guides” - and, if necessary, revise your claims • Consult with an expert to evaluate environmental marketing claims for compliance with all applicable federal and state laws and regulations.

With this increased attention—from government agencies and consumers alike— Arizona companies need to make sure their green claims are not only effective but accurate and compliant as well.

Katea Ravega practices environmental law and is a LEED-accredited attorney in the Phoenix office of Quarles & Brady. One of the few attorneys to have achieved such status, she may be contacted at katea.ravega@quarles.com.

Close+up

Back to Basics ocial media and digital marketing are sexy. No doubt about it; everyone is on the train, including me. I tweet and I blog, We are working on search engine optimization at Avnet and even created our own tech educational video on demand portal so we do not miss the wave of communicating with our stakeholders and knowing what they are thinking.

But in the past year I have been making sure my budget is balanced. One thing I’ve learned in my three-decades-plus as a corporate marketer is there is no silver bullet to marketing and communications.

I read and hear consistently companies are moving their dollars and missing the basics.

Why would you put all your budget dollars in one basket? Digital and social media are important tactics that do work, but not alone.

So I ask: Do you have a good brand that you use to market your company digitally?

If people do not know your company, why would they click on your promo or read about you or follow you on twitter? Have you told your story consistently to establish your brand? Done a brand study lately? What does your brand stand for?

Successful companies have and will create and utilize integrated/multimedia strategies and not rely on one tactic that accomplishes these goals:

s

• • • • •

Capabilities/services Differentiation Credibility/trust Likable/personality Thought leadership

Again, there is no way you can lump all your customers and employees into one way of communicating with them. Everyone has different expectations on how to be reached: some by print, others at trade shows, through direct mail, online, sponsorships, community activities, ads in magazines or a story in the paper. Age, job responsibilities and culture are other factors, too.

PR Still A Plus So briefly and simply, do you work at garnering coverage through public relations efforts (which in my book is the No. 1 way to tell your story) or run ads that reach your target market and people who don’t know your company?

It’s sad so many publications have gone out of business in the B2B space. Is it because they are not relevant? On the contrary, journalists and independent publications are vital to the success of that industry. All stats say people believe journalists versus ads. I know one thing I would be far more excited to see a story about Avnet in a print publication than tweeted or on a blog post.

The most important asset a company has is its reputation, its brand. Build it and build on it using every tactic available and affordable to you.

Fortunately, ad pages in the third quarter rose 3.6 percent from the same period last year, according to the Publishers Information Bureau. The second quarter was the first increase in ad pages since late 2007. Also, 136 magazines reported a rise in ad pages in the third quarter compared to 25 in the same period in 2009. Technology ad pages increased 12.3 percent. I was also happy to see two old tech publications come back from the grave this month.

If you want to make a difference start advertising and keep publications alive !!!

Don't sit back and watch publications get thin or fade away. Remember: The more ad pages, the more articles and PR coverage opportunities.

The most important asset a company has is its reputation, its brand. Build it and build on it using every tactic available and affordable to you.

Al Maag is chief communications officer for Avnet.

THE markETiNg issuE

WRITING BY :: AL MAAG

TECHCONNECTmag.COm

Technology not the only answer to building your brand

Charlie the Channel Partner

014

012

010

008

006

004

002

He uses the Web site a great deal because he is often looking up information for his clients, trying to stay ahead of the curve in regards to technology or trying to fi nd ways to up-sell his current clients. He has his own client management system for the company he works for, but currently he uses the HPS website because some of the client management elements are not easily transferable into his company’s system. He uses the Web site more often than other audiences and wants to be able to fi nd what he is looking for quickly.

TheFocus ::

016

016

Today’s B2B customer has changed, thanks to technology WRITING BY :: BRIAN CHAPMAN

TECHCONNECTmag.COm

THE CLOuD COmPuTiNg issuE

036

034

032

030

028

026

024

022

020

018

WHO ARE YOU?

t’s not enough to know how to sell via technology.

You also need to know how to reach the new types of customers whose habits vary depending on their own comfort with technology.

This is something we learned at Honeywell Process Solutions and we likely are no exception when it comes to marketing today HPS spent the time necessary to learn the online behavior of its business to business (B2B) clients. Although the discovery was HPS customers spending more time online (e.g., 38 percent spend more than 15 hours a week), they aren’t necessarily online savvy.

The top three online activities include: • 95 percent use e-mail • 92 percent surf the web to research an issue or solve a problem; 90 percent start with Google when researching a solution to a problem.

i

• 63 percent are involved with banking/bill paying online Then came an investigation of what they wanted from the HPS Web site. The most desired content functionality on the Web site are: • Knowledge base • Ability to see training courses relevant to a specific user type • Ability to return to valued content quickly and easily

Sam the Supporter/Maintainer

But there was still more to determine. After investing additional time and energy, HPS set out to determine B2B client profiles. After all, it’s hard to serve customers if you don’t know who they are.

The following were the profiles developed; they reflect the traits of similar customers, not just one. While you may not know the real names of our customers, you may be surprised that these types of people really are familiar.

He visits the HPS Web site when he needs product support or when he receives notices from HPS. He usually visits the Web site in a stressed-out state, therefore the need to find information quickly and efficiently is crucial to him. When he visits the Web site, he is looking to find product anomaly reports, product alerts, discontinued software/hardware notices, patches, software updates/downloads, and other general troubleshooting/support information.

Fiona the Future Buyer She has learned to network with friends and colleagues around the world with similar interests online. Since she is online fairly often in her personal life, she reaches out to other members of her professional social community to fi nd out where she should start and what things she should look for in her work. She asks for possible recommendations in her Twitter feed and she puts up a post on her LinkedIn profi le. She also places status updates on her Facebook page to see if any of her engineering buddies can help her out.

Fiona isn’t making purchasing decisions today, however, she will be soon.

Established Priorities

Nick the New Buyer Nick is a potential customer who does not know that HPS can solve his needs.

He has no idea who HPS is, but found them through a keyword search for “new regulations for mining processes in CA.” Because this article and information rests on the HPS Web site, he looks further within the Web site to understand who HPS is, what they do, and how they can help him. Since this is his fi rst time to the Web site, Nick needs a lot of convincing and immersion into HPS’s breadth of offerings.

So now that we know them, what do we do for them? Our efforts helped us develop a game plan that we believe will help us better serve the HPS client: • Pump up the email frequency, use e-mail to get customers to web environment.

• Focus on Google for SEO (search engine optimization) and SEM (search engine marketing) • Improve onsite search by implementing faceted/refi ned search system.

• Build online training LMS capabilities.

• Facilitate purchase of spare parts for Honeywell systems.

• Improve response time to online leads.

• Review results against strategic intent.

Now it’s your turn to create a new marketing strategy better suited for this era. If you have confidence in the strategy, product decisions become easy and obtaining funding becomes easier, proving results are possible.

Brian Chapman is director of eBusiness Programs at Honeywell Process Solutions.

Understand and Segment Targets Here are suggested steps to determine who your B2B clients really are.

Understand what your target audience desires • Ask them/research • Build personas • Establish unique differences in behavior • Name them, post them, use them

Determine what they want to accomplish • Collaborate?

• Solve problems?

• Buy?

Determine the easiest way for them to accomplish it • Determine priorities and areas of emphasis • Determine path of least resistance • Determine what not to do

THE markETiNg issuE

Ivan has been a Honeywell customer for a while. What he may not be aware of is the breadth of the full Honeywell portfolio.

He also doesn’t understand the other industries that Honeywell serves and their success/leadership in those industries.

Ivan visits the Web site looking for specific information about the products he knows.

Ivan wants to know how a certain product/ system works, how it fits into what he currently has, and industry specific business process and solutions. He is the type who would be doing cost-benefit analysis on the potential product/service

TECHCONNECTmag.COm

Ivan the Install-Base Buyer

You need to know how to reach the new types of customers whose habits vary depending on their own comfort with technology.

IT ONLY GETS BETTER We catch up with past Governor’s Celebration of Innovation winners and find their stars continue to rise

016

014

012

010

008

006

004

002

Feature

TECHCONNECTmag.COm

THE markETiNg issuE

036

034

032

030

028

026

024

022

020

018

018

2009

UNIVERSAL AVIONICS SYSTEMS CORP. INNOVATOR OF THE YEAR–LARGE COMPANY PIONEERING INNOVATION AWARD s Innovator of the Year/Large Company, Universal Avionics was recognized for offering the aviation industry’s first product line of GPS wide area augmentation system (WAAS) enabled flight management systems. This new generation of flight management systems is being used on business/regional jets around the world to safely guide an aircraft down to point 1/2 mile to the runway and only 200 feet above the ground before the crew must be able to see the runway so they can land the aircraft or must divert and try to land somewhere else (compared to the current technology’s 3/4 mile to the runway and 800 feet above the ground limits). The end result of this improvement is fewer diversions and delays for our business jet customers, improved on-time performance for our passenger airline customers, fuel savings for all customers and a cleaner environment for everyone.

The company’s Pioneering Innovation Award honored the company for both the WAAS innovation and the company’s 29 years of leadership in providing innovative technical solutions to provide pilots with increased safety and efficiency.

a

The company credits the awards for increasing its statewide reputation and recognition as a technical innovator, which helps with recruiting talented employees. Also, about half its new product sales now involve the WAAS enabled Flight Management Systems.

Customers are business jet owners, dealers, business aircraft manufacturers, and government entities. Individual owners and regional airlines have been particularly excited about being early adopters of this technology. In December 2009, Horizon Air became the first scheduled service passenger carrier to operate a flight using WAAS technology.

Universal Avionics is the first company to certify a single box solution to the National Transportation Safety Board’s “Most Wanted” list of safety improvements to voice and data recorders. The company is the first to certify a single box capable of providing voice, data and data link recording as well as 10 minute internal backup power. Compared to current state-of-the-art in voice, data and RIPS individual box technologies, the new Universal Avionics CVFDR product is 75 percent smaller and 65 percent lighter than the alternative three box solution.

2009

GENERAL PLASMA INC. INNOVATOR OF THE YEAR– SMALL COMPANY

2009 UBIDYNE

INNOVATOR OF THE YEAR– START-UP COMPANY he company was recognized for its Antenna Embedded Radio™ technology, which helps mobile network operators deliver optimal performance and quality of service while slashing network CAPEX and OPEX costs. The radio shrinks inefficient analog circuitry down to inexpensive modular digital circuits that attach directly to individual antenna radiators. This breakthrough architecture results in significant cost savings in network deployment, simplified site acquisition, and performance improvements that enhance coverage and capacity for consumers.

Since winning the GCOI award, Ubidyne has established relationships with major U.S. network operators and has plans for trials in the near future. The radio will be purchased and installed by leading wireless network operators and base station OEMs, such as Nokia Siemens Networks, and major antenna partners including Andrew Commscope. Volume production will begin in the first half of 2011.

For mobile networks, the radio translates into a reduction in the total cost of ownership by a third, slash energy consumption nearly in half, and improve reception and battery life, allowing subscribers to play games, watch videos and access their favorite social networking websites without recharging their laptops, netbooks, iPads and handsets.

Next, Ubidyne will launch new products supporting LTE deployments in the 700MHz and 800MHz digital dividend bands for the U.S .and Europe in 2011 and will deploy solutions for the 2100MHz and 2600MHz frequency bands shortly thereafter.

THE markETiNg issuE

t

TECHCONNECTmag.COm

he company designs and builds large-area vacuum coating systems and sources. Our technologies enable the manufacture of products ranging from solar control glass to touch screen cellular phones and high definition LCD televisions.

General Plasma officials consider the award it validation of General Plasma as an innovation leader, raising its visibility within the state and its industry. In turn, that has enabled officials to recruit great talent both locally and nationally.

Customers of its turn-key process and thin film solutions include domestic and international manufacturers of photovoltaic cells, architectural glass, flat panel displays, and energy efficient lighting. Sales now come from as far as Europe and the Asia-Pacific region, most notably in Japan, South Korea, Taiwan, and China. It has built a global network of distributors and representatives in key strategic markets that is supported from our world headquarters in Tucson.

A new state-of-the-art thin fi lm R&D laboratory has greatly expanded its capability to develop and implement leading edge solutions. General Plasma’s technology is used in the manufacturer of an energyefficient architectural glass and lighting products. Our revolutionary, patented Plasma-Beam Source™ technology is enabling the next generation of high efficiency solar cells capable of achieving grid parity. Despite the sluggish US economy, the company reports strong demand for its AC Ion Source™ technology, Rotary Magnetrons, and Pointed-Pole Anode Layer™ Ion Source.

t

Feature

2007

MEDICAL SOLUTIONS DIAGNOSTICS (MSDX INC.) INNOVATOR OF THE YEAR–START-UP COMPANY ore commonly referred to as MSDx Inc., the company has focused on commercializing in vitro diagnostic (IVD) blood test products for neurological and autoimmune disorders, with multiple sclerosis (MS) the first disease of focus.

Worldwide it is estimated that 2.5 million people are affected by this debilitating, neurological disorder.

The company discovered a novel source of biomarkers that reflect the disease activity of MS. In turn, this biomarker panel provides physicians with critical information that aids in monitoring disease progression, tracks response to drug therapy, predicts impending relapses, and facilitates drug development.

The biomarker products allow patients to be put on an alternative therapy before accumulating more neurological damage. Ultimately, healthcare costs can be reduced if disease progression is slowed by getting MS patients aligned with the optimal medication. Ultimately, this technology can be utilized in other neurological diseases for growth opportunities in the future.

MSDx is developing this patent pending technology into simple blood test products that will be sold to research and clinical laboratories around the world. The company targets a 2011 launch of the products as research use only kits. MSDx is working toward a successful regulatory clearance of an IVD FDA product while generating a revenue stream from research products.

018

016

014 TECHCONNECTmag.COm

THE markETiNg issuE

036

034

032

030

028

026

024

022

020

020

2008 FLYPAPER

INNOVATOR OF THE YEAR–START-UP COMPANY lypaper is the leading Flash content creation platform that empowers programmers and non-programmers alike to create, edit, share, track and reuse high-impact Flash and video content. It’s considered a real problem-solver for the marketing, eLearning, and digital signage industries especially because it allows anyone to edit and manipulate content without touching programming code. Plus, it’s done at a fraction of the time and cost typically associated with such projects.

The award brought a good amount of attention to Flypaper Studio, and helped position the company as credible with potential new customers and investors. At the time that we won the award, we were putting a tremendous emphasis on the eLearning space and solidifying their presence there—which has proven to be a solid path—after making high quality Flash content easier marketing teams and corporate learning departments.

The company’s entrance into the digital signage space occurred in just in the past year and may prove to be our biggest growth opportunity. A digital signage expo in January of this year made representatives realize they hit a jackpot when they discovered theirs is the only company addressing the content problem for this very young industry.

They are in the process of releasing version 3.3 of the software, which is all about multi-touch screen technology – the hot new thing.

f

PHOTO: UA OFFICE OF UNIVERSITY RESEARCH PARKS

012

010

008

006

004

002

m

2009

ARIZONA STATE UNIVERSITY POLYTECHNIC CAMPUS

INNOVATOR OF THE YEAR– ACADEMIA t’s been a long road from Tucson. NASA’s Phoenix Mars Lander has ended operations after repeated attempts to contact the spacecraft were unsuccessful. A new image transmitted by NASA’s Mars Reconnaissance Orbiter shows signs of severe ice damage to the lander’s solar panels. But that doesn’t mean the complete end to the mission, whose principal investigator was Peter Smith from The University of Arizona. The school was the site of mission control.

The Mars Reconnaissance Orbiter reached the planet in 2006 to begin a twoyear primary science mission. Its data show Mars had diverse wet environments at many locations for differing durations during the planet’s history, and climate-change cycles persist into the present era. The mission has returned more planetary data than all other Mars missions combined.

Earth-based research still continues on discoveries Phoenix made during summer conditions at the far-northern site where it landed. During its mission, Phoenix confirmed and examined patches of the widespread deposits of underground water ice detected by Odyssey and identified a mineral called calcium carbonate that suggested occasional presence of thawed water. The lander also found soil chemistry with significant implications for life and observed falling snow.

The mission’s biggest surprise was the discovery of perchlorate, an oxidizing chemical on Earth that is food for some microbes and potentially toxic for others. The perchlorate results are shaping subsequent astrobiology research, as scientists investigate the implications of its antifreeze properties and potential use as an energy source by microbes.

i

THE markETiNg issuE

THE UNIVERSITY OF ARIZONA/ PHOENIX MARS MISSION

esearchers developed of a process involving selected algae strains and culturing devices to produce biofuels and bioproducts from algae.

They credit the award with stimulating multiple companies to contact them to explore potential collaborative activities related to the cultivation of algae and the use of algae for a variety of products.

Its customer base, which had been primarily federal and state agencies, has expanded to include start-up and established companies in the biofuel, food, feed, and special product categories. The ASU laboratory has been the recipient of a major contract award from the U. S. Department of Energy and has received funding for expansion to become the Arizona Center for Algae Technology and Innovation. The presence and success resulted in hosting the recent 4th Annual Algal Biomass Organization Summit, attracting 650 people from the across the nation and 28 countries to discuss developing technologies in the field.

And there’s more to come from the researchers. New products include high value chemicals and natural products as substitutes for artifically synthesized compounds. Services include using and expanding their facilities to become a test bed to assist start-ups and established companies in developing improved algae strains, new cultivation devices, operational protocols, system design, and product quality.

r

TECHCONNECTmag.COm

2007-08

INNOVATOR OF THE YEAR– ACADEMIA

Feature

2007 IRIDIUM

COMMUNICATIONS INC.

020

018

016

014

012

010

008

006

004

002

PIONEERING INNOVATION AWARD

036

034

032

030

028

026

024

022

022

2008 ACSS, AN L-3

COMMUNICATIONS & THALES CO. PIONEERING INNOVATION AWARD he award recognized with ACSS’s development of an avionics system called SafeRoute, the first set of avionics applications to be certified by the FAA using a technology called Automatic Dependent SurveillanceBroadcast (ADS-B).

ADS-B technology is at the center of the FAA’s NextGen redesign of the air traffic management system. SafeRoute works within this new system and provides airlines and operators with improved situational awareness, which results in increased safety and efficiency in all phases of flight.

When the award was given, UPS was the sole customer (UPS). The clients now include a number of airlines, including US Airways. Soon a ADS-B solutions will be part of the standard avionics suite on new Airbus aircraft.

SafeRoute continues to evolve, moving from the first set of certified applications into new areas such as In-Trail Procedures and Surface Indicating & Alerting.

TECHCONNECTmag.COm

THE markETiNg issuE

t

his winner created the only mobile satellite service company offering coverage over the entire globe. The Iridium constellation of low-earth orbiting crosslinked satellites provides critical voice and data services for areas not served by terrestrial communication networks.

The company’s customers represent a broad spectrum of industry, including maritime, aeronautical, government/defense, public safety, utilities, oil/gas, mining, forestry, heavy equipment and transportation. Services also are provided to the U.S. Department of Defense and other U.S. and international government agencies.

It has unveiled the Iridium 9555, its smallest, most powerful satellite phone. The company also launched the new 9602 short-burst data (SBD) transceiver, one month ahead of schedule.

Designed to be embedded into partnerdeveloped products and systems that enable remote M2M asset tracking and monitoring, the 9602 two-way device is changing the game in terms of size, price and two-way data capability.

Iridium, purchased by GHL Acquisition Corp., has launched a major development program for its next-generation satellite constellation, Iridium NEXT, and has selected Thales Alenia Space as the prime contractor for the Iridium NEXT constellation. In addition, Iridium has signed the largest single commercial launch deal ever with Space Exploration Technologies (SpaceX) to be a major provider of launch services for Iridium NEXT.

t

2008 GREEN INNOVATOR OF THE YEAR TRILOGY BY SHEA HOMES he development named Trilogy debuted the Shea Green Certified Home. It was the first national builder to offer 3kW solar power system standard on every home plus over 20 other energy efficient, green features. More than 1.5mW of solar power have been generated by Shea homes, not to mention the massive savings from our efficient windows to insulation to tight construction and so on.

Customers are baby boomers looking to move into a new home. Shea found that the value equation for green homes doesn’t work, with its cost being higher than the customer’s value. So, it has since created three tiers of “green-ness” that a customer can buy. All are far better than average, but now customers have choice.

Most competitors have caught up, generally, as green products are more affordable and more status-quo these days.

However, Shea offers numerous other differentiating factors to its homes, amenities and lifestyle to give us an increasing market share.

t

YULEX CORP.

THE markETiNg issuE

INNOVATOR OF THE YEAR

TECHCONNECTmag.COm

2009 GREEN

he company produces a series of bio-based elastomeric emulsions and solids derived from the company’s guayule crop, which is grown, harvested, and processed in Arizona. Yulex elastomeric (rubber) emulsions and solids are chosen by leading companies to produce products in the medical, high-end consumer, industrial and military markets.

The award helped validate Yulex’s commitment to environmentally sustainable strategies while strengthening the culture within the organization to pursue ecoresponsible practices across all of our business functions. Its customers are the leading No. 1 or No. 2 firms in their respective market category and segment, all wanting to be part of the clean, green solutions that are helping to change many industries globally.

Yulex has just finished commercializing a series of 14 emulsion product groups, covering medical devices, adhesives, coatings, cast sheets, balloon catheters, industrial products, open and closed cell foams and ultra thin fi lms. It is about to launch a solid elastomer program for customers as diverse as candy makers and tire producers.

t

GOV. JAN BREWER HANDS ALGAE WEEK PROCLAMATION WILLIAM C. HARRIS, PRESIDENT AND CEO OF SCIENCE FOUNDATION ARIZONA.

Green Is Golden Algae research nets cash to help create new products

010

008

006

004

002

ScienceFoundation Arizona ::

022

020

018

016

014

012

W RITING BY :: BY PATI URIAS

TECHCONNECTmag.COm

THE markETiNg issuE

036

034

032

030

028

026

024

024

ov. Jan Brewer recently awarded $2 million in discretionary stimulus funding to Science Foundation Arizona (SFAz) to be used for research and development of algae-based products. The announcement was made at the fourth annual gathering of the Algae Biomass Organization (ABO) Summit, an international meeting attended by nearly 700 algae research and industry representatives from around the world.

The American Recovery and Reinvestment Act dollars (ARRA) will go toward the Arizona Center for Algae Technology and Innovation (AzCATI), which is administered and funded in part by SFAz and managed by Arizona State University (ASU). The center is at ASU’s Polytechnic campus in Mesa and will partner with the rapidly growing algae industry to propel Arizona into the forefront of innovation in biofuels and bio-product research and development.

“Our state has the potential to be a national and global leader in algae research and biotechnology, reducing America’s dependence on fossil fuel while increasing opportunities in a new industry that will create promising new jobs for Arizonans,” says Brewer. “Science Foundation Arizona funded early state work in algal research; now

g

combined with excellence at ASU, our state will build on this important research and commercialization opportunity.”

AzCATI will serve as a statewide and international intellectual and resource hub for algae-based goods; find innovative commercial uses for algae; operate as a learning environment for next generation scientists; facilitate collaboration among higher education, industry and national entities; and be a national “test bed” for algae technology. ”We can’t thank Governor Brewer enough for her support of science and technology research,” says William C. Harris, president and CEO of SFAz. “The AzCATI has the potential to be so much more than a hub for algae research and development; it will serve as inspiration for diversifying Arizona’s economy and providing opportunity for the scientists of the future.”

The work of ASU College of Technology and Innovation researchers Milton Sommerfeld and Qiang Hu on algaeto-jet fuel made Time Magazine’s list of best inventions in 2008 and was cited by the Wall Street Journal as one of the “Five Technologies That Could Change Everything” in 2009. The two researchers’ progress led to the formation of Heliae Development, LLC, an aviation fuel company

working to bring algae-based kerosene and other products to market.

“ASU has emerged as one of the leading national centers on algae research,” says Rick Shangraw, senior vice president for knowledge enterprise development at ASU. ”ASU has the research expertise and capabilities to influence advances in algal technologies to realize large-scale production of algae-derived fuel in the near future.”

Since 2007, SFAz has funded algal research at ASU that has produced promising and economically viable results, including the use of specially grown algae to make jet fuel.

Like many other plant organisms, algae are a rich source of lipids (fats or oils) and proteins containing valuable properties that can be extracted to make other high value products, such as livestock feed and food additives. ”This food and fuel technology, which will eventually have a significant reduction on our reliance of fossil fuels, can be made cost efficient through the research partnership that has been established through SFAz, ASU and Heliae,” says Frank Mars, coordinating investor in Heliae. “It is critical that we work to bring these real-world solutions to market, where they can be utilized on a large scale.”

According to the U.S. Department of Energy, algae are capable of producing more oil per acre than soybeans, currently the leading source of biodiesel in the country.

Additionally, algae do not compete with conventional agriculture and are capable of recycling carbon dioxide from power plants and compatible with current fuel refinery processes. Algae thrive in bodies of water where light spurs their growth and are fast becoming an emerging and efficient source of biofuels and other products.

This project was supported by the Governor’s Office of Economic Recovery and Science Foundation Arizona.

WILLIAM C. HARRIS ADDRESSES ALGAE BIOMASS ORGANIZATION SUMMIT ATTENDEES.

Common Ground. Uncommon Vision.

Quarles & Brady’s Bioscience Practice For over two decades, Quarles & Brady has represented biotechnology companies, universities, educational institutions, medical device companies and others in the life science industry. We provide a full range of counseling to our clients in this industry—from the protection, commercialization and enforcement of intellectual property rights to public and private financings and providing support for mergers and acquisitions.

For more information, please contact Jessica Franken, Phoenix Intellectual Property Group Chair, at 602-230-5520 or jfranken@quarles.com

To receive our legal updates and alerts via e-mail, please visit www.quarles.com/mailinglist

Common Ground. Uncommon Vision. www.quarles.com

AD FORM CLIENT CONTACT PHONE FAX

Authorized Signature:

Date:

THE markETiNg issuE

DATE

Conference Topics *ATTEND TODAY. YOUR COMPETITORS ARE. • Look over your project and check for errors; spelling, Policy & Legislation | Clean Air & Electric Utilities CHECK EACH BOX AS A GUIDE: address, telephone #’s, copy and content.

AD APPROVAL: Multi-Pollutant Control | Energy & Cliamte Policy

TECHCONNECTmag.COm

❑ AdMarkets approved as is Solar & Wind |❑ Carbon & CCS • Tech Connect is not responsible forCorporate typos orGHG incorrect Address correct? ❑ Strategies | Biofuels, Biogas, Biomass The EUEC, USA’s Largest event of its kind, brings together utility, industry, and approved with information. ❑ Ad Sustainability & Reliability | Energy & Efficiency Mgmt government to discussnumber critical topics, exchange ideas, and inspire future Phone correct? ❑ corrections Renewable Energy | Operations & Mgmtindicated innovation in energy and its impact on the environment.

• Sign this page and fax it back to Tech Connect ❑ Ad copy correct?

Register Today - www.euec.com • Tech Connect cannot process your job until receipt of Sign-Off. ❑ Send a new proof afte ❑ Offer (if any) correct?

Jan 31 - Feb 2, 2011 | corrections Phoenix, AZare made Name correct?

See for yourself what 3,000 industry leaders are calling a “must attend” event.

Fax Proof To: (602) 343+8330

024

022

020

018

016

014

012

010

008

006

PHOTO: THE UNIVERSITY OF ARIZONA OFFICE OF UNIVERSITY RESEARCH PARKS

004

002

{ UPDATE::UofA }

INCUBATED IN THE ARIZONA CENTER FOR INNOVATION, MEDIPACS IS DEVELOPING INNOVATIVE TECHNOLOGY THAT WILL IMPROVE THE QUALITY OF TREATMENT FOR INDIVIDUALS WHO NEED REGULAR DOSES OF MEDICATION.

026

026 032

030

028

Big Ideas

036

034

Arizona Center for Innovation – inspiring innovation, advancing technology raditionally, the state’s economic development efforts have focused on business attraction and retention. However, there is growing awareness that a key part of the state’s economic strategy must be to incubate homegrown start-up companies.

In response, high-tech incubators have been established in cooperation with the state’s three universities. These incubators include the Arizona Center for Innovation (AzCI), Arizona State University’s Technopolis, and the Northern Arizona Center for Emerging Technologies.

TECHCONNECTmag.COm

THE markETiNg issuE

t

Business incubators like the Arizona Center for Innovation catalyze the process of starting and growing companies by providing entrepreneurs with the expertise, networks, and tools they need to make their ventures successful. Recently, Gov. Jan Brewer awarded a $1.5 million state stimulus grant to AzCI. This award marks an historic step forward in the state’s efforts to develop a robust high-technology industry base.

AzCI is at The University of Arizona Tech Park in Tucson. Although it will assist any start-up technology company, it focuses much of its effort in assisting UofA faculty, staff, and students to commercialize their

discoveries and inventions.

Founded in 2003, AzCI opened its doors with two clients and two staff members in 3,000 square feet of space. Today it occupies 12,000 square feet of space, including wet labs. Fourteen start-up companies are currently enrolled in the business development program.

Structured Program AzCI supports innovation and entrepreneurship by providing a structured program of business development. It is guided in its programming by an advisory committee of experienced entrepreneurs,

• Medipacs is a medical device company founded in 2003 and focused on disposable drug delivery infusion pumps.

It was named Innovator of the Year/ Start-up Company at the 2006 Governor’s Celebration of Innovation (GCOI). Since then, Medipacs has been recognized with several other awards, including Best Presenting Company in 2008 by Invest Southwest, the Annual Invention Award in 2009 by Popular Science magazine, and the Innovation Award of Excellence in 2009 by the Association of University Research Parks. To date, Medipacs has raised $4.3 million in funding and grown from two employees to five.

• MSDx, founded in 2004, is commercializing a blood test for the diagnosis of multiple sclerosis using a patented antibody technology. MSDx was named Innovator of the Year/Startup Company during the 2007 GCOI. Since receiving this recognition, MSDx presented its award-winning abstract titled, “Recirculating Phagocytes are a Novel Source of Biomarkers for Multiple Sclerosis” at the 2010 Annual Meeting of the American Association of Clinical Chemistry (AACC). It was named the

Your customers experience must be the core experience of all decisions your customers make about your brand in order to succeed over time.

Call us today to learn how a strong brand can increase your bottom line.

THE markETiNg issuE

WE b E li Ev E thE most imp o r ta n t assE t a b usi nEss has i s its r E p utati o n … thE b r anD .

Best Abstract Award of the Clinical and Diagnostic Immunology Division of the AACC. MSDx is in its first round of fundraising and has grown from five employees to eight employees.

• Verdant Earth, founded in 2008 by two UofA students, is an agricultural company developing containerized systems to grow fresh produce and plants. This company is a finalist for the Grubb & Ellis Emergent Entrepreneur Award at IdeaFunding, a finalist for Innovator of the Year/ Start-up Company at this year’s GCOI, and a finalist in the Clean Tech Open Competition.

• BioVidria, founded by former UofA faculty member Dr. Mary Wirth, has developed a unique platform surface technology for use in genetic research lab ware, including microarrays and, most recently, in chromatography tubes.

The core of this technology is a silica nanoparticle coating that provides significant improvements in sensitivity and capacity over nitrocellulose and other chemically treated slides. This technology enables researchers to see vivid images of what has historically been too faint or unobservable on other 2D and 3D slides.

480.659.9533 | MyCreativeEngine.com

TECHCONNECTmag.COm

venture capitalists, economic development professional, and business consultants.

Companies in the incubator are connected to a network of business mentors, university researchers, and service providers.

The center has adopted the motto, “It takes a community to grow a company.”

This reflects the belief that technology incubation is a community activity in which partnerships, networks and funding are critical to the success of new technology companies. This year AzCI is working with several Tucson partners, including the McGuire Entrepreneurship Program, the Micro Business Advancement Center, IdeaXchange and Small Business Development Center, to better align how southern Arizona can leverage its entrepreneur assets and use a community approach to develop companies.

AzCI is using the funding from the governor to expand and improve its business assistance programming, develop and equip additional laboratory space and equipment, and link its clients to experienced mentors with expertise in specialized technology fields.

The center has helped to incubate more than 40 companies since opening. Here are just a few examples:

YONG-HANG ZHANG (LEFT) AND STUDENT JING-JING LI IN A SOLAR-ENERGY LABORATORY WHERE RESEARCH

{ UPDATE::ASU}

WILL BE CONDUCTED FOR SOME OF THE WORK OF THE NEW CENTER FOR PHOTONICS INNOVATION.

“Seed” Has Grown

010

008

006

004

002

The new center is an outgrowth of the Center for Nanophotonics, founded in 2006 as part of the Arizona Institute of Nano-Electronics at ASU. That center took on many “seed” programs in support of industry needs and business start-ups.

Its research has been led by faculty in the School of Electrical, Computer and Energy Engineering and the Department of Physics in ASU’s College of Liberal Arts and Sciences.

026

024

022 TECHCONNECTmag.COm

THE markETiNg issuE

036

034

032

030

028

028

PHOTO: TOM STORY/ASU

020

018

016

014

012

Light Years Ahead New discoveries to come from Center for Photonics Innovation W RITING BY :: JOE KULL M AN

rizona State University’s expanding research, education and entrepreneurial endeavors in photonics engineering and science has led to formation of the Center for Photonics Innovation.

The Arizona Board of Regents recently approved establishment of the center, which will combine university research and teaching resources in electrical engineering, physics, materials science and engineering, and bioengineering.

The center’s research focuses on semiconductor photonic materials and devices and their applications.

Photonics involves the generation and control of nearly all forms of light, including visible, infrared and ultraviolet light. Its applications include communications, information processing, sensing, imaging, solar cells, solid state lighting, medical instruments, and technologies used in environmentalprotection efforts.

The Center for Photonics Innovation

a

will be directed by Yong-Hang Zhang, a professor in the School of Electrical, Computer and Energy Engineering, one of ASU’s Ira A. Fulton Schools of Engineering. Among the center’s primary goals, Zhang says, are to engage more ASU researchers from varied science and engineering specialties in efforts to advance fundamental knowledge of photon-matter interactions, pursue more use-inspired device and system applications, and “more active entrepreneurship development.”

An equally high priority is to provide opportunities for graduate and undergraduate students to participate in advanced research and education in the growing photonics field “that will better prepare them for future careers,” Zhang says. “We’re committed not only to achieving new discoveries and promoting commercialization of emerging technologies but to a high academic standard for developing our students into fi rst-rate science and engineering scholars and researchers,” he says.

We’re committed … to a high academic standard for developing our students into first-rate science and engineering scholars and researchers.

– Professor Yong-Hang Zhang Their projects have helped to attract more than $7 million in research awards in the past two years. The center also restructured and expanded curriculum to bolster the quality of instruction in photonics and optoelectronics at ASU to meet needs of the growing number of graduate students attracted to these fields.

Most recently, some of the center’s research leaders were awarded more than $2 million from the Army Research Office, through the highly competitive Multidisciplinary University Research Initiative (MURI) program of the U.S. Department of Defense.

The grant will fund ASU researchers’ role in a collaborative project with other leading research universities to study fundamental aspects of the use of semiconductor superlattices for advanced laser and infrared photodetector technology applications. It was the third MURI grant awarded to ASU faculty members since 2004 for research related to photonics and semiconductor optoeletronics.

Joe Kullman is senior media relations officer at ASU’s Ira A. Fulton Schools of Engineering.

{ UPDATE::NAU}

JOHNS HOPKINS UNIVERSITY/APL

Rock Stars Asteroids offer clues to the universe

n

One of the mission’s programs is to survey about 700 near-Earth objects, cataloguing their individual traits. By observing in infrared, Spitzer is helping to gather more accurate estimates of asteroids’ compositions and sizes than what is possible with visible-light alone.

Trilling and his team have analyzed preliminary data on 100 near-Earth asteroids so far. They plan to observe 600 more over the next year. There are roughly 7,000 known near-Earth objects out of a population expected to number in the tens to hundreds of thousands.

“Very little is known about the physical characteristics of the near-Earth population,” Trilling said. “Our data will tell us more about the population, and how it changes from one object to the next. This information could be used to help plan possible future space missions to study a near-Earth object.”

Never-ending Evolution The data show that some of the smaller objects have surprisingly high albedos (a measurement of how much sunlight an object reflects). Since asteroid surfaces become darker with time due to exposure to solar radiation, the presence of lighter, shinier surfaces for some asteroids may

indicate that they are relatively young. This is evidence for the continuing evolution of the near-Earth object population.

In addition, the asteroids observed so far have a greater degree of diversity than expected, indicating that they might have different origins. Some might come from the main belt between Mars and Jupiter, and others could come from farther out in the solar system. This diversity also suggests that the materials that went into creating the asteroids—the same materials that make up our planets—were probably mixed together like a big solar-system soup very early on in its history.

The research complements that of NASA’s Wide-field Infrared Survey Explorer, or WISE, an all-sky infrared survey mission up in space now. WISE has already observed more than 430 near-Earth objects. Of these, more than 110 are newly discovered.

In the future, both Spitzer and WISE will reveal even more about the “flavors” of near-Earth objects. This could reveal new clues about how the cosmic objects might have dotted our young planet with water and organics—ingredients needed to jumpstart life.

Cindy Brown is a public affairs coordinator in NAU’s Office of Public Affairs.

THE DaTa markETiNg CENTErs issuE issuE

ew research from NASA’s Spitzer Space Telescope reveals that asteroids somewhat near Earth, termed near-Earth objects, are a mixed bunch, with a surprisingly wide array of compositions.

Like the chocolates and fruity candies inside a piñata, these asteroids come in assorted colors and compositions. Some are dark and dull; others are shiny and bright. The Spitzer observations of 100 known near-Earth asteroids demonstrate that their diversity is greater than previously thought.

The fi ndings are helping astronomers better understand near-Earth objects as a whole—a population whose physical properties are not well known.

“These rocks are teaching us about the places they come from,” said David Trilling, assistant professor of physics and astronomy at Northern Arizona University and lead author of a new paper on the research appearing in the September issue of Astronomical Journal. “It’s like studying pebbles in a streambed to learn about the mountains they tumbled down.”

Other authors include Cristina Thomas, a post-doctoral scholar of physics and astronomy at NAU.

EROS’ SOUTHERN HEMISPHERE

TECHCONNECTmag.COm

W RITING BY :: CINDY BROW N

Capitol Watch

We’re No. 1

028

026

024

022

020

018

016

014

012

010

008

006

004

002

Our aggressive effort to become the solar capital of the world is strengthened by being named the No. 1 state in the nation for solar energy industry and solar manufacturing by Business Facilities magazine.

I have committed $10 million in matching incentives to make sure Science Foundation Arizona is re-connected with the state, propelling projects and the Science, Technology, Engineering and Math (STEM) education along with graduate research fellowships.

TECHCONNECTmag.COm

THE markETiNg issuE

036

034

032

030

030

Focused on Next generation Innovations WRITING BY :: GOV. JAN BREWER

n today’s fast-paced, global knowledge economy, Arizona is focused on cultivating and sustaining specialized areas of expertise where it can be a world leader. The goal is to drive economic growth through specific areas of focus. In the current global economy, advances in technology and solar energy are doing just that.

I promised the people of Arizona I would get the state back on track by creating quality jobs, attracting high-growth industries, and advancing our competitive

i

position in the global economy.

I’ve committed $37 million for economic development activity this year.

Twenty million dollars created a jobs closing fund and we’ve attracted over $1 billion in new capital investment. In addition, nearly 8,000 jobs have been created. It’s an investment in our people—to make sure they have the skills to compete in these new jobs.

We’ve secured important firms investing in Arizona, ranging from Roche, Amazon and eBay to Suntech Power Holdings, PowerOne, and Sempra Generation.

It is critical that we help promising early-stage companies in fast-growth, high-income export industries advance beyond research and development into technology transfer.

We are investing in our innovation accelerators and bridging the commercialization financing gap. It is critical that we help promising early-stage companies in fast-growth, high-income export industries advance beyond research and development into technology transfer.

This will lead to job creation in home-grown innovative companies.

I made a promise and now I have delivered a model to advance our state. This model for economic development will build a stronger foundation so that our children and their children enjoy unbounded opportunities in an economy that is stable, predictable and reliable, as Arizona heads into its second century.

+ GET CONNECTED www.azgovernor.gov

WE CREATE AUTHENTIC, MEMORABLE BRANDS THAT TELL YOUR BUSINESS STORY.

hello@missdetails.com | 602 315 3183 | twitter.com/@missdetails | facebook.com/miss.details.design

SPONSORS: We Proudly Present

arizona Technology Council’s sponsors THANKS TO THEM, WE CAN SERVE OUR MEMBERS BETTER.

004

002

PlatinumSponsors ::

VisionarySponsors ::

030

028

026

024

022

020

018

016

014

012

010

008

006

Creative ENGINE

TECHCONNECTmag.COm

THE markETiNg issuE

036

034

032

032

FOR MORE INFORMATION ABOUT SPONSORSHIP, CALL THE ARIZONA TECHNOLOGY COUNCIL AT 602.343.8324.

NEW MEMBERS:

During the past three decades Dr. Zoltan Kemeny invented, published, licensed and marketed 30 patents for a total value of more than $95 million for the licensees. Kemeny founded and owns three small companies in symbiotic relationship with one another.

2014 LLC enhances the inventions’ intellectual property value by prototyping, which is developed and tested by 2017 LLC, and supervised by 2019 LLC through consulting. www.dieselinnovations.org Established in 1981, Accram is one of the largest nationwide computer, printer, copier and fax service and supplies provider. Headquartered in Phoenix, Accram has earned a reputation for unsurpassed customer service. ACCRAM also has a structured wiring division providing voice, data, fiber, CCTV and security camera solution throughout Arizona.

Its motto is Uptime, All the Time. www.accram.com Advatech Pacific provides general and specialized engineering solutions to the aerospace and defense industries including turbine engines, rotor blades, primary and secondary aircraft structures, launch vehicles, and satellites. Its capabilities include composites analysis and design, engineering analysis, mechanical design, manufacturing support, technical publications, technology development, systems engineering, software development, rocket propulsion, and integrated frameworks. www.advatechpacific.com Alliantgroup is the nation’s premier provider of specialty tax services. It partners with CPA firms and their clients to ensure they receive the

ATK’s Integrated Weapon Systems offers electronics and fire control integration to its current offerings of innovative chain gun technology and medium caliber ammunition.

Employees oversee the manufacture of 250various Bushmaster cannons, the Mk19, and more than 8 million rounds of ammunition per year. The division is headquartered in Mesa, where gun manufacturing operations are located in a satellite operation. www.atk.com Azinno is a full service strategic design firm. It helps create and bring to market meaningful products, services, and experiences.

Azinnounderstands the impact of technology, importance of brand, and bottom line in business.Services include experience design for users and customers, human factors and ethnographic research, user interface design, web and information architecture, product design, industrial design, usability testing, and branding. www.azinno.com Benson Security Systems is an independently owned and operated Arizona corporation. For more than 24 years, its team of experts has provided installation, maintenance and repair on a complete line of security, security camera, access control, fire protection and IP-based systems for tens of thousands of customers across Phoenix, the nation, and other countries. www.bensonsys.com BMS Staffing is a full-service staff augmentationcompany. With its combined knowledge and years of experience in the industry, it services clients that include businesses, state and local governments, and large, medium and small businesses. The company makes it its business to know your business and tailor its staffing strategies to reflect your priorities, culture and unique way of doing business. www.bmsstaffing.com.

Brain State Technologies develops and markets hardware and software to measure andoptimize brainwaves in order to enhance human performance.

Brainwave Optimization with Real Time Balancing™ allows the brain to function in an optimal manner.

Nearly 30,000 people have experienced Brainwave Optimization™ for a wide array of challenges, including sleep

disorders, anxiety, stress, hopelessness and sadness, addictions, learning challenges, eating disorders, and physical illnesses and injuries. www.brainstatetech.com

of intraocular and contact lenses to ensure consistent quality of production, helping to ensure patients receive optimal vision improvements. www.cxtsoftware.com

Brush Ceramic Products is a global leader in high-performance engineered ceramics that enable customers to meet superior levels of product strength, reliability, miniaturization, weight savings, and thermal dissipation. The unique properties of beryllium oxide (BeO) make it the material of choice for critical components that require superior performance at high temperatures. BeOprovides thermal conductivity second only todiamond, dissipating up to 325 W/mK at room temperatures—10 times greater than aluminum oxide (Al2O3) anddouble aluminum nitride (AlN). www.brushceramics.com

Tempe-based Dixon Golf is the world’s only manufacturer of a high performance, eco friendly family of golf balls. Born from a desire to limit its impact on the environment, Dixon also offers a golf ball recycling program through its retail locations that gives golfers credit for returning their old golf balls. Even the packaging is made from 100% recycled material.

From core to cover, from packaging to production, Dixon Golf is setting a new standard in environmental consciousness. www.dixongolf.com

Creative Engine is a full-portfolio marketing firm with virtually all capabilities and resources that most clients need in one place. Its employees believe a strong brand idea makes everything that follows better. The company weaves this idea into marketing results for its clients through the convergence of strategic tactical programs. It is in the business of assisting and driving its client’s real growth strategies while delivering sustainable ROI. mycreativeengine.com Creative Power Solutions (USA) is a power engineering company that focuses on advanced technology solutions for energy producers as well as power equipment manufactures. www. cpsusainc.net Crest Insurance Group is a fullservice insurance agency providing property casualty, employee benefits, bonding, life and personal lines insurance. It is southern Arizona-based but national in scope. The company services accounts throughout the United States in several specialized industries. It has agents who have specialized knowledge and experience in handling accounts in the technology sector as well as the construction industry, commercial property, restaurants, senior care, transportation industries, golf courses and more. www.crestins.com CXT Software is a leading provider of software products that help businesses manage same day, time critical deliveries. It is dedicated to providing courier, messenger, distribution, and logistics companies with the tools necessary to compete and grow in an ever evolving marketplace. ESDI products are used by leading manufacturers

DMD Systems Recovery has supplied some of the world’s largest corporations and government agencies with new and refurbished computers and IT equipment. It also recycles computers, monitors, networking equipment, laptops, servers, and telecommunications hardware nationwide. The company is EPA-certified and prides itself on being a “green” company that aims to reuse before it recycles computers. Its dedicated staff can handle all aspects of your computer recycling needs, from logistics to reporting. www.dmdsystems.com DocuSign is the market leader and global standard for electronic signature. DocuSign provides the world’s largest and fastest-growing electronic signature platform that empowers businesses to complete transactions quickly and securely online while improving compliance and dramatically reducing processing costs. With more than 5 million unique signers processing millions of transactions per year, DocuSign is trusted more than any other electronic signature vendor in the world. www.docusign.com eGreen IT Solutions provides technology disposition services and e waste recycling for businesses and residents.

It offers technology risk management services that provide liability protection against various environmental, software license infringement, and confidential security risks relating to the retirement of technology assets.

The company is based in Scottsdale with operations in Tempe. www.egreenitsolutions.com Engineering Synthesis Design Inc. (ESDI) is engaged in development, manufacture, sales, servicing and support of proprietary Intellium™ laser optical instruments that are used for making precision measurements.

THE markETiNg issuE

10ZiG Technology, a privately held company headquartered in Phoenix, is theemerging market leader in development of thin clients, security solutions, and system i connectivity products.

10ZiG’s award winning thin clients are optimized for a virtual desktop environment and available in a wide range of hardware options including tablets, alimonies and traditional logic units. Free, no hassle trials and product customization are available. www.10zig.com

full benefit of all available federal and state tax credit and incentive programs.Specialties include research and development tax credit, export incentives, and manufacturing incentives. www.alliantgroup.com

TECHCONNECTmag.COm

3M Electronic Solutions Division offers innovative solutions to the global electronics market, such as copper interconnect systems; cables and cable assemblies; embedded capacitance materials; Textool brand test and burn in sockets; static control products; carrier and cover tapes and trays; and flexible circuits. www.3Mconnector.com

NEW MEMBERS: ESDI-developed IntelliWave™ software allows customers to capture, analyze and interpret the data produced.

With more than 300 instruments sold worldwide and 650 software licenses in effect, ESDI serves customers in the aerospace, defense, astronomy, precision manufacturing, ophthalmic, optics and other industries, as well as research institutions. www.engsynthesis.com

032

030

028

026

024

022

020

018

016

014

012

010

008

006

004

002

Gate6 Agency is a group of bold interactive marketers and confident developers who thrive on ideas that wow audiences and deliver outstanding results for its clients. www.gate6.com

TECHCONNECTmag.COm

THE markETiNg issuE

036

034

034

Global Recruiters of Chandler offers client companies and candidates integrity, personal attention, confidentiality and professional standards.

The company attracts and presents qualified and interested candidates in record time because of its unique team approach. It welcomes the opportunity to present the most highly qualified talent in the industries it serves. www.grnchander.com Grand Canyon University (GCU) is a private, faith based university in Arizona with regional accreditation.

GCU emphasizes individual attention for both traditional undergraduate students as well as working professionals.

The university offers degree programs through the Ken Blanchard College of Business, College of Education, College of Nursing and Health Sciences, College of Liberal Arts, and College of Fine Arts and Production. In addition, students can choose from a comprehensive online program offering. www.gcu.edu Gray Area Technologies is a research company and a production machine shop. Its advanced equipment and skilled personnel offer the capacity to satisfy its customers’ needs. Its staff is skilled in aerospace tooling and manufacturing processes as well as machining. The company understands the complexities of advanced materials.

It has the capabilities to design and build precision equipment for use in high vacuumand clean room environments. Its state-of-the-art 3 D CAD capabilities and quality CNC equipment constantly are being updated and improved. grayarea.com Grip® Innovations is a high tech company that designs products for the professional audiovisual (AV) industry.

Its first product changes the way live events will be produced. The company leverages a unified audio, video, and lighting network to makeobsolete today’s big iron control consoles and

eliminate 90 percent of the copper cabling. Grip® software uses secure WiFi to remotely control Grip® hardware nodes, which are network appliances that efficiently aggregate AV signals. www.gripav.com Health Net Life Insurance Co and Health Net of Arizona serve approximately 140,000 members and offer a spectrum of health care plans and specialty services, including coverage for vision, dental, life insurance, chiropractic and alternative medicine.

Products include: employer-sponsored plans (HMO, PPO, POS and Indemnity), Medicare Advantage plans, individual and family plans (HMO and PPO); and access to a national provider network for PPO and POS products. www.healthnet.com Heasley & Partners shapes businesses into the brands they know they can be through its exclusive Heart & Mind™ branding. It creates brands that truly connect and surrounds them with integrated marketing strategies that drive results. www.heasleyandpartners.com Imaginatics is a technology based company specializing in five interrelated areas LabVIEW programming, distributed control system development, test system integration services, motion control and computer vision, and LabVIEW training. The company’s staff is experienced in military and commercial ATE and RF systems. Imaginatics is a woman owned small business in Scottsdale with domestic and international clients. www.imaginatics.net Joda Technology Services provides personal computer support, sales, and consulting services for residential and small business clients. It offers affordable alternatives and solutions for networking, refurbished personal computers, custom builds, and online support. www.jodapcrepair.com Keegan, Linscott & Kenon is a premier CPA firm providing complete services in accounting, auditing, tax, litigation support, forensic accounting, bankruptcy/reorganization, and management consulting. The firm was founded in 1994 based upon principles of quality and innovation and has become successful through the success of its clients. It is an independently owned member of the McGladrey Alliance, which ranks as the fifth largest provider of accounting, tax and business consulting services in the nation. www.klkcpa.com Kryterion is a full-service test development and delivery company.

It provides world-class online testing technology integrating item banking, test delivery and real time reports while leveraging a global network of testing centers. Kryterion is the market leader in live online proctoring, which utilizes remote video monitoring to observe test takers where they live, learn or work. www.kryteriononline.com Lawson provides ERP software for food and beverages manufacturers, as well as fashion, healthcare, municipal and heavy equipment suppliers. It make its companies stronger by providing simpler, more effective solutions generally recognized in the industry for the lowest total cost of ownership. Lawson offers both cloud and on site solutions. www.lawson.com L4 Technologies offer experts in the design and installation of wireless mesh networks and the products and services that run over them. Products and services include: gateway services, radio frequency identification, security systems and last mile connectivity. www.layer4tech.com Marana is a community of nearly 35,000 residents in Pima and Pinal counties. Bisected by nearly 20 miles of Interstate 10, Marana is home to many high-tech manufacturers, including Sargent Aerospace & Defense, FLSmidth Krebs, Lasertel, Coca Cola, Tusonix and Johns Manville. In March the town adopted its first strategic plan for economic development, the Marana Economic Roadmap, which affirms its commitment to attracting and creating sustainable, high wage jobs and industry. www.marana.com Motor Excellence is an Arizona based company committed to the development of superior electricmotors for a variety of commercial applications. www.motorexcellence.com Netarx is a leading technology solutions provider delivering the highest quality results from best in class products and services for data centers, infrastructure, collaboration and support. It offers superior capabilities because of its breadth and depth in engineering skills and experience and highest level partnerships with Tier 1 manufacturers such as Cisco, Microsoft, VMware, EMC, HP and Lifesize. www.netarx.com Net Sec Solutions Services can evaluate security needs, design security infrastructures, investigate and evaluate new technologies associated with information security, and provide leadership and management of all issues and problems associated with security

management. It also designs, installs, maintains, and troubleshoots security technologies such as firewalls, VPNs, intrusion detection/prevention, and monitoring. www.ntscsolutions.com New Tier’s B*Line Network platform is the first online network that instantly alerts consumers with urgent messages, news, and media while giving sponsors and advertisers premium placement on the desktop. The patent pending technology gives consumers the ability to install any number of channels that bridge many verticals.

Access to the network is as simple as a single click on the network app. www.newtier.com Next Wave Consulting is a full-service executive search firm that handles positions at all levels—from individual contributing roles up through VP and C level positions. It specializes primarily in the software / hardwareindustries in every market in the United States and Canada) and has a tremendous network of contacts, and resources in those areas. www.nextwaveconsulting.net The mission of Nlets is to provide an international justice telecommunications capability and information service within a secure environment that will benefit to the highest degree the safety, the security, and the preservation of human life and the protection of property. Nlets will assist those government agencies and other organizations with similar missions that enforce or aid in enforcing local, state or international laws or ordinances. www.nlets.org Northern Trust has grown to become one of the world’s leading asset management, asset servicing and wealth management firms. Its exclusive focus is providing asset management and administrative solutions to successful individuals, families and institutions.

It serves clients in 41 countries around the world with assets under custody of $3.7 trillion and assets under management of $627.2 billion. www.ntrs.com Nutrition Click® develops nutrition education software for people with diabetes. Its client base is across the United States and Canada. www.nutritionclick.com From office products, paper and printing to furniture and technology, OfficeMax has got you covered. An exclusive savings program for Arizona Technology Council members offers you members-only pricing and discounts up to 88 percent off the manufacturer’s list price via its business website. To obtain more information about the

PegaStaff provides staffing services nationwide by its staff throughout 12 states. The company specializes in placing IT, engineering and professional (e.g. marketing, accounting) positions. It offers contract, contractto-hire and direct hire placement services through a decentralized decision-making process at the local level. Whether you’re a college graduate or a senior VP, PegaStaff can help you achieve your professional goals. pegastaff.com

Software ONE focuses exclusively on software licensing. Its team of experts will work closely with you to maximize your software licensing agreements. Its customers have recognized them as the software licensing experts for more than 20 years. www.softwareone.com

Professional Search is one of the leading executive search and consulting firms in the western United States, specializing in the placement of computer professionals. With more than 30 years of experience, the company has placed thousands of IT professionals across the nation. Because it realizes all companies have different staffing requirements, it provides assistance with permanent placements, temporary staffing, and consulting services. www.professionalsearch.com

Solid Concepts is a supplier of rapid prototyping and direct digital manufacturing services. Founded in 1991, Solid Concepts has grown steadily to a five facility, multiple technology company known to be a solutions provider with project management and engineering expertise. Capabilities in rapid prototypes allows low volume production of plastic, urethane and metal components directly from design data, resulting in significant time andcost savings. www.solidconcepts.com SquareCare provides green cleaning and maintenance of data/access flooring, carpet and fabrics for the commercial client since 1990. www.squarecare.com

Scottsdale Community College focuses on strategic technology alignment and integrating technology to enhance teaching and learning opportunities. The college successfully has leveraged end to end virtualization strategies to transform the way IT services are delivered to faculty, staff, and students while increasing access and reducing total cost of ownership.

This innovative strategy has received national recognition and numerous innovation awards. www.scottsdalecc.edu

Sulaan Solutions is a company founded with a vision to provide high quality and cost effective software services and solutions to its clients.

As a full-service provider, Sulaan focuses its activities on the SAP and BI domain. The company has mastered the implementation and support process required for BI and BO platforms.

It applies its proven methodology and takes a proactive approach to increase your return and lower project costs and risks, ensuring project success. www. sulaan.com

Sales Leadership Forums are dedicated to people who manage salespeople. The program offers a peer-advisory group within which you can easily discuss issues and challenges while sharing best practices.

In a confidential, trusting, structured environment, these forums create a shelter from the storm and provide participants an opportunity to really think about their business. Dale Wernette is the founder of Sales Leadership Forums and SHERPA & Associates www.thewernettegroup.com

The University of Arizona’s Executive Education service offers a customized approach to creating professional development programming tailored specifically to the needs of the client organization. Areas of particular interest as well as the educational goals of the organization are uncovered during the initial discovery phase. Eller College also offers evening MBA and executive MBA programs at its Scottsdale location as well as full time and evening MBA programs in Tucson. www.eller.arizona.edu

Sindel Technologies is a managed service provider that serves as the single IT contact for its clients. It interfaces with all other software and communication vendors for its clients.

This saves time and frustration so clients can focus on their businesses.

Its services include network discovery, design, remediation, implementation, procurement, on going service support, security, storage, business continuity and disaster recovery, virtualization,

The philosophy of TraskBritt is to provide the highest quality professional and legal services in a timely manner and at a reasonable cost through the use of innovative technologies,practices and procedures and ongoing education and training of the attorneys and professional staff.

This philosophy has resulted in a pattern of steady growth that is responsive to the increasing demand for the legal services offered by TraskBritt.

www.traskbritt.com Teri Twarkins and her partner Matthew Gimmelli, CFA, at UBS Financial Services in Phoenix manage financial affairs for business owners and families. This includes working with clients to define and achieve short and longterm goals, defining individual risk parameters, and putting investments in place to meet client objectives. www.ubs.com/fa/teritwarkins UBS Financial Services in Scottsdale provides clients with appropriate investmentsolutions to grow and protect their money. Its team coaches clients in executive benefits/retirement benefits, businesses in financial/ retirement/insurance needs, charitable gifting, and multi generational income investments. financialservicesinc. ubs.com/branch/scottsdalega VDC Research Group is a technology market research and strategy consulting firm that advises clients in a number of technology markets including automatic identification and transaction automation, embedded hardware and systems, embedded software and tools, industrial automation and control, and mobile and wireless.

Using rigorous primary research and analysis techniques, the firm helps its

clients identify, plan for, and capitalize on current and emerging market opportunities. www.vdcresearch.com Verizon is a leading provider of global IT, security and communications solutions, with one of the world’s most connected IP networks. It combines its broad range of strategic solutions, services and the expertise to help enterprises of all sizes meet the challenges of their increasingly extended enterprises. Verizon can help you secure your enterprise, enable collaboration and improve infrastructure and application performance while connecting to customers, partners and suppliers as well as employees. www.verizon.com West Mec (Western Maricopa Education Center School District #402) is a public school district dedicated to providing career and technical education to more than 25,000 students in 40 high schools across almost 4,300 square miles of western Maricopa County. In collaboration with business, industry and community college partners, West MEC provides innovative career programs that prepare students to enter the workforce and pursue continuing education. www.west mec.org

› Increase Profitability › Expand Your Customer Base › Reduce Time to Market › Eliminate Hard Tooling › Enhance R&D Capabilities Learn more at

ulsinc.com

(800) 859-7033 Toll Free (480) 483-1214 Local

the marketing issue

and data center solutions. www.sindel.com

TECHCONNECTmag.COM

Member Benefit Feature, contact PaulAdrian@officemax.com.

The Network

018

– Al Maag, chief communications officer for Avnet

032

030

028

026

024

022

014

012

010 016

Videos can tell a story faster and better than a data sheet or website.

020

008

006

004

002

and technical tutorials—all in one place.

There are also direct links to online buying to purchase featured products or request more data.

034

OPEN CHANNEL

TECHCONNECTmag.COm

THE markETiNg issuE

036

036

Avnet OnDemand puts power of video to work

hen do you want it? Now, of course.

With that in mind, Avnet has created something that makes marketing a message nearly instantaneous. Avnet OnDemand was launched last summer to offer its global customers and just about anyone interested in the technology supply chain the chance to watch videos of their choice anytime and anywhere. “Videos can tell a story faster and better than a data sheet or Web site,” says

W

Al Maag, chief communications officer for Avnet.

Avnet OnDemand is a first-time video portal for the technology distribution industry, featuring a broad range of more than 500 videos from Avnet and its manufacturers.

The biggest reason for its birth was to boost customers’ chances of success by educating them on the latest products and services available in the technology field.

The site showcases videos featuring new products, hot trends, services, interviews

There are about 5,000 viewers monthly who have watched about 20,000 hours of video, Magg notes, “They are voting with their time.

So if the average viewer makes $30 to $50 per hour…that is a value is up to $1 million to our brand and our suppliers videos.”

Some suppliers like the portal so much, a few like Intel and Texas Instruments have their own channels, he says.

Avnet OnDemand created by New Angle Media also offers streamlined navigation and a robust search capability so viewers can find information quickly based on supplier, technology or topics, such as health care or virtualization. Videos can be viewed from a desktop, laptop or smart phone.

“We are proud of the fact no one in our industry did this before,” Maag says.

“Innovation is important, and this gives our product, supplier and marketing managers a lot of opportunity to be creative and develop the site to meet customers and suppliers needs.” + GET CONNECTED avnetondemand.com

Cloud Computing: Another complex IT concept to figure out?

Let us help make it easy for you. We’re not just jumping on the latest IT bandwagon. Our Cloud Computing solutions are real. And they do what we say they do: reduce IT spend, improve operational reliability and increase efficiency.

OneNeck’s cloud-enabled solutions eliminate many of the complexities that exist for IT managers today. No more worrying about disasterrelated down-time, deploying new implementations quickly or scaling your operations as needed.

But not all clouds will have a silver lining. So look to the provider with a proven track record and many satisfied cloud customers. Contact us today to learn how we can transform your IT operations with our infrastructure-as-a-service cloud offering.

480-315-3000 l 888-272-3077 www.oneneck.com

Proud sponsor of GCOI 5301 N. Pima Rd., Suite 100, Scottsdale, AZ 85250

»»

» »

ARIZONA IN MOTION 2010

About GCOI: The Governor's Celebration of Innovation (GCOI) is an annual awards gala that honors Arizona's technology leaders and innovators.

The event attracts more than 1000 attendees each year for a night of networking, food and entertainment.

This year’s event will feature a mix of the old and new formats. GCOI will again feature a strolling dinner format but will bring back a limited number of reserved dinner tables. The awards portion of the event will once again be a theatre style presentation.

GET YOUR TICKETS TODAY Thursday, November 18, 2010

AGENDA

3:00PM – 10:30PM

Phoenix Convention Center TICKET PRICING: AZTC Member: $150 Non-AZTC Member: $200 Table of Ten, AZTC Member: $1,250 Table of Ten, Non-AZTC Member: $1,750

3:00 – 5:30 PM 5:30 – 7:00 PM 7:00 – 9:00 PM 8:30 – 10:30 PM

Honoring Steve Sanghi of Microchip Technology with the OneNeck IT Services’ Lifetime Achievement Award

Technology Showcase/Networking Award Presentations Dinner/Technology Showcase VIP After Party

For more information or to purchase tickets, visit

www.aztechcouncil.org (602) 343-8324