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Preface：
The Open Source Networked Computing (NC) initiative is a thin
client networked computing architecture capable of accelerating
the penetration of advanced IT infrastructure. Developed at
Beijing's Tsinghua University, this innovation combines open
source Linux® systems software with open architecture
MIPS-Powered™ processors from PMC-Sierra. PMC-Sierra
is enabling rapid commercialization of this initiative by
supplying PMC Xiao Hu™ Development Kits that include
reference boards, reference designs and software.
Client expectations：
The summit marked MIPS' first presence in a public event in
China. MIPS was seeking a PR partner with rich media experience
to accompany the CEO, acting as a translator and media liaison.
Challenges：
Coordination and communication with
the event organizer and local suppliers in China
from an oversea location
Corroboration on event details with
PMC-Sierra in Canada
Familiarization with Chinese media
prior to departure
Campaign：
This was the first cross-straight event that
Access PR organized and executed, also marking the prelude
of MIPS' entry to the Chinese market. In addition to providing
MIPS with the array of relevant information, Access was also
tasked to build MIPS' booth at the event：
Banner design and output
A/V equipment rental
Printed material preparation
Video annotation, scripting, translation
into Simplified Chinese using local idiom, recording
and production
Event Elements：
The CEO's keynote speech was successful on a well-organized and paced event schedule
MIPS management had a good interaction with event participants through a sponsored
luncheon, and had a good introduction to the industry dynamics in China
The Simplified Chinese edition of MIPS information booklet and brochure prepared by
Access PR gave a clear and concise introduction to MIPS for the event participants
The short film was instrumental in delivering key information and technology on MIPS;
with the upbeat and quick tempo soundtrack and lively presentation, the film was a
successful PR hit in attracting the crowd
Results：
At the time of the event, MIPS had not established a presence in China. As a result, Access
PR recommended a conservative approach for MIPS and advised against facing the
Chinese media directly and avoided public media activities. Instead, MIPS should focus
on the CEO keynote and the booth presentation, and gave the management an informal
and progressive instruction to the media environment in China.
MIPS was well placed and prepared to showcase its leadership as a world class provider in
IP and industry-standard processor architectures and cores at the Kai Yuan NC Summit.
With experience in developing innovative embedded solutions for worldwide IC and
semiconductor clients, MIPS was a key player in bringing advanced products to the end
users. And in China, through the partnership with PMC-Sierra in the Open Source
Networked Computing imitative, MIPS was able to displayed the advantages of its
industry-standard processor architectures.
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