[Discuss] discuss Digest, Vol 9, Issue 15

malcolm stanley a.malcolm.stanley at gmail.com
Thu Feb 28 18:49:25 UTC 2013

I would argue as a reseller in the telecom space that UL / CSA / CE etc
cert markings are extremely important and that some segments of consumers
are extremely aware of them. In any case, unless you plan to ALWAYS sell
your products direct to consumers, then you must consider the needs of the
intermediate markets who rely on these certifications and the assurances
underlying them  as an important form of insurance against liability and
litigation. Does OSHWA provide a service of any kind that provides a
service to intermediate purchasers and resellers who would otherwise have
to do the work themselves? Thinking export compliance, parts list
verification, country of origin documentation as an example of a valuable
outcome to some segment of possible intermediate purchasers...

malcolm stanley

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On Thu, Feb 28, 2013 at 1:43 PM, Tom Igoe <tom.igoe at gmail.com> wrote:

> Great question.
> I'd say currently the mark is only for those in the club. It's a growing
> club, if sales are any indication, but it is still a club.  How wide an
> audience does OSHWA want to reach?
> There are certs that reach a mass audience and are still unknown to
> consumers, e.g. UL. That could be one model: still a club, but very
> widespread.
> t.
> On Feb 28, 2013, at 1:38 PM, malcolm stanley wrote:
> Still unclear to me who the mark is for. If it is for end-user consumers
> then, for the forseeable future, the information density of the mark must
> be extremely limited, as most consumers will not be able to interpret it or
> know what it means. In this case the mark must provide clear direction, via
> script or visible lettering, that may be used to easily find the mark on
> the internet via search, so the meaning of the mark can be researched by
> the minimally curious..
> If the mark is only for those in the club who are versed in the secret
> signs and handshakes, and know where to look for it in the secret hiding
> place, then the information density may go up, as we can colour code etc to
> our hearts content. But then we possibly lose access to the mark as an
> advertising and marketing tool driving awareness of our efforts.
> Again, who is the target market for the mark?
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