Please feel free to help us edit this document.

This document is a place to collaboratively work on developing clear messaging about ONOS to use when telling people about the community.  The content here was originally discussed on a mailing list thread and at a community marketing call we decided we needed to expand on these points by offering a high-level roll-up of the messaging and also provided detailed proof points for each numbered item below.  Please help us build this out by editing the document.

Audiences

This messaging is intended for a range of audiences, both general and technical.  How we incorporate the different audiences into the various messages is under discussion.

ONOS Messaging (Note: This is a work in progress and this information is in DRAFT status)

High level tag-line: ONOS is building a better network  (This is a suggestion based on the high-level messaging on the ONOS home page)

Or :  ONOS delivers the future of the network

        ONOS: Driving tomorrow's networks

        ONOS: Simplifying tomorrow's networks 

        ONOS: The future of the network; Automated, Ultra-efficient, Software-defined 

        Others?

• Key Message: ONOS is changing redefines the economics of the network
  
  
  • Item #4. ONOS is able to promote network disruption, through open source and whiteboxes, while also providing incremental SDN delivery to support migration.
    • Proof point: ONOS scale, performance and HA enables separation of control from forwarding devices and enables creation of a logically centralized control to bring the real disruptive SDN value proposition to service providers as demonstrated by various ONOS use cases including CORD. At the same time, ONOS' growing support of southbound protocols such as NetConf/Yang, BGP-LS, PCEP, TL-1, and others enable ONOS to be used with legacy devices to help service providers incrementally deploy SDN. ONOS is the only SDN control plane that can support both disruptive and incremental SDN for service providers.
      
      
• Key Message: ONOS is the future of Service Provider networks
  
  
  • Item #1. ONOS provides a scalable, highly available and high performance network operating platform.
    • Proof point: We have experimental quantitative performance study to back these claims (the 2015 performance white paper).
      • Next step: Ask new QA lead to take this on when they join
        
    • Proof point: Case studies of real deployments (such as the community spotlight on KREONET-S deployment)
      • Next step: Meredith and David will publish more deployment-related spotlight posts
        
    • Proof point: Create a paper on availability based on current presentation on this topic
      • Next step: Greg (to Edit) and Bill to take Saurav's presentation and turn it into a paper
        
    • Proof point: There is at least one telco doing testing on scale and it would be good for them to present their test results
      • Next step: Ask to see if someone in community would like to drive that
        
      
      
• Item #2. ONOS is being driven by Service Providers for Service Providers.
  • Proof point: ONOS has five service provider partners from different parts of the world funding and supporting ONOS. Each one has significant commitment to ONOS in terms of their participation, contribution of use cases, and intent to do trials and deployment. On top of these partners there are other 6-8 service providers that we are actively working with that are using ONOS and use cases — they are not providing funding but still we have serious engagement with them.
    
    
• Item #3. ONOS has been developed into commercial products and deployed into large production networks.
• Proof point: Both Huawei and Ciena have publicly announced their plans for commercialization of ONOS and there are also deployments in R&E networks.
  
  

• Item #5. ONOS enables compelling SDN and NFV solutions including packet-optical convergence, traffic engineering, multicast content distribution, SDN-IP peering, and [A,R,E,M]-CORDs.
• Proof point: The list of use cases and POCs we have done should serve as good evidence
  
  
• Key Message: The ONOS community is a vibrant global ecosystem
  
  
• Item #6. ONOS has a rapidly growing community including a core engineering team at ON.Lab along with a diverse community of developers from service providers, vendors, and R&E organizations.
• Proof point: Community health measures including level of interest, number of members, retention of members and diversity of contributions all point to a growing and strong community.
  
  
• Item #7: ONOS will benefit individuals by helping to unleash innovation that will make using the Internet better
• Proof point: SDN platforms enable new user-facing features, such as the Boost functionality in Google's OnHub product, that improve user's experience of the Internet
  

Feedback

GW: 7-25-16

In general it would be better to have 3 key messages since that's easier to articulate and easier to remember.  Ideally, the themes should address business decision makers as well as technical decision makers. 

From a process point of view we should first generate the three main areas that clearly differentiate ONOS from alternative solutions then "boil" each area to create the Theme's title and supporting "bullets"

Here's a pass based on the input above...

The real decision maker ultimately is the CEO of the SP and their ultimate driver is Earnings per Share (EPS). Thus, a first theme (or perhaps the high level tag line) could be Changing the Economics of the Network.  This would be focused on the "outcome" of an ONOS deployment.  Unforeseen efficiencies, automation, proactive analytics,  etc.   This would incorporate the concepts of "agility" and "service velocity" that everyone uses as well as the generic concepts of "white box" servers and "bare metal" switches.  Re EPS...To improve you can increase the top line revenues (service velocity et al.) or decrease OPEX (efficiencies et al.).   There's a good story along these lines ...

The second theme is similar but address more of the technical or network architecture audiences.  From the above list of proof points, message 1, 2, 3 and 5 address the Future of the [Service Providers] Network. This theme  would connote that ONOS is, and always has been, a carrier-grade network operating system (or MANO?) and can be deployed in a number of specific parts of the network (e.g., Broadband CO (R-CORD), Mobile RAN (M-) and Metro (E-)).  Given the applicability of ONOS (e.g., R-, M-, E-CORD) and beyond it could be argued that ONOS is the solution for the entire network (Fixed, Mobile, Metro, Core)..i.e., a common OS across the SP's entire footprint. [ Note; While a single unifying OS sounds great at Tier 1 SPs you'd have to get numerous business units (Mobile vs. Fixed for example) to agree on a solution.  This is a "non-technical barrier to technical adoption".  The point is that while one OS should be messaged we need to be aware that this has street-level challenges].   The title of this theme and support "bullets" would clearly illustrate that ONOS is the future OS for large, medium and small carrier-grade networks. 

The third theme that boils to the top from the 7 revolves around "innovation", "community/ecosystem", "open source"  etc.  A title for this them could be Vibrant Global Ecosystem  or something along these lines.  This theme should address the issues of global participation, rapid innovation, elimination of vendor lock-in, etc. 

This is backed up by messages #6 and #7

I'm not recommending that we adopt these three.  They are preliminary placeholders to illustrate the concept of have "the big 3" messages.  Perhaps at our next Marketing Call we can identify the big three themes and then build them out?