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Dear Standards and Open Systems Enthusiast,

I will be teaching a class this summer titled "Standards, Innovation,
and Technology Licensing" for the University of California, Berkeley
Extension Program.  The class will be held at Menlo College in Menlo
Park (city next to Palo Alto, on the San Francisco Bay Peninsula).
Attached is a class synopsis and enrollment form.  If you are
interested in taking the class please give me a call at 1-800-643-8300
x62432 and I can tell you more about it.  Also, please feel free to
distribute this information widely.

The class begins Wednesday June 17th, 6:30-9:30 in the evening and
continues for a total of 10 sessions.  We will have some really
exciting guest speakers throughout the summer including the President
of the new Precision Risc Organization for HP (Jim Bell), John Mashey
of MIPS, Professor Brian Arthur of Stanford University, Bob Lewin of
X/Open, and Sun Luminaries Dave Ditzel, Steve Diamond, Gary Robinson,
and Carl Cargill. (See the last paragraph of the synopsis for more
detail on their talks).

Thanks very much,

Cynthia Typaldos



			"STANDARDS, INNOVATION, AND TECHNOLOGY LICENSING"
		    taught by Cynthia Typaldos, Director, Sun Microsystems
				      Class Synopsis


Course X414, $295 (EDP code 384891)
10 Wednesday Evenings (6:30pm-9:30pm), June 17th. - August 19th
Atherton: Menlo School and College, El Camino Real & Valparaiso,
	  Florence Moore Building, Room 304.			
for enrollment information contact: Anne Casanova, UC Berkeley Extension
				    800 El Camino Real, Suite 150
			            Menlo Park CA 94025 
	 			    phone: 415 323-8141 fax: 415 323-1438
for content information contact:    Cynthia Typaldos, Sun Microsystems
				    415 336-2432, email: cynthia.typaldos@sun.com

CLASS SYNOPSIS:
Standards are a key element of a successful product - and successful
products create new standards. Examples of successful products that
resulted in industry-wide standards (and their failed alternatives)
include the QWERTY keyboard (other keyboard layouts), MS-DOS (CPM),
gasoline powered cars (steam powered cars), and VHS (Beta). For new,
innovative products to be successful they must create or influence
emerging standards, or utilize these or existing standards. The
standards used by a product greatly affect product marketplace
acceptance; this is particularly true for high-technology products
because they typically must interact with each other and often require
new interfaces. Economic, marketing, technology, and legal factors all
contribute to accelerate or inhibit the market adoption of a new
standard.

This course is intended to help product designers, product managers,
and product marketers design and market products that are not only
functional by have the standardization necessary for success in the
marketplace. Participants learn the difference between standardization
of products, and standardization of interfaces, and the economic
consequences of each. The course examines the major pressure points
that can be used to guide the acceptance of a new interface or product
as a standard: technology push - including technology licensing,
political consortia and official standards bodies' endorsement,
marketing and promotional tactics, and legal considerations.
Participants learn to analyze pressure points in light of interface
criticality, competing standards, required investment, and probability
of success.

Case studies and examples are discussed, primarily from the computer
industry. Several of the current "standards wars" in this market are
examined to highlight the different standardization mechanisms at work
(e.g. the dissension over graphical user interfaces). Guest speakers
who are actively involved in the standards setting melee discuss the
success and failure of various strategies and tactics. Several sessions
focus specifically on the computer systems software business, providing
an overview of the active consortia and standards bodies (i.e. IEEE
POSIX, X/Open, CAD Framework Initiative, OMG, etc.) and the current
issues.

Class work consists of reading the material, class participation, and
a short project and presentation on a standards subject of the
student's choice. 

PREREQUISITE: Technical engineering or marketing background.

INSTRUCTOR: Cynthia Typaldos, M.B.A. is the Director of Planning for
SunSoft, a Sun Microsystems Company. She has represented Sun of the
X/Open Board of Directors and chaired the X/Open Strategy Committee.
She has also served as Sun's Director of Standards, Director of
Software Marketing, and Product Line Manager for Desktop Workstations.

GUEST SPEAKERS: Most class sessions will include a guest speaker(s) who
is active in setting industry standards. Confirmed speakers include:
Professor Brian Arthur - Stanford University:
   "Positive Feedbacks in the Economy - The Underlying Economic Model of
    Standards Creation"
Steve Diamond - Director of Standards, SunSoft:
    "Organizing and Managing the Standards Function"
Carl Cargill, author:
    "Information Technology Standardization: Theory, Process, 
     and Organizations
Gary Robinson, Vice President of Standards, IEEE Computer Society:
    "Formal Standards Organizations and How to Work within Them"
Bob Lewin, U.S. Vice President of Operations, X/Open
     "Branding, Testing, and Verification"
*** and a panel discussion ***
Jim Bell, President and CEO, Precision Risc Organization (HP) and 
John Mashey, Vice President of Systems Technology, MIPS and
Dave Ditzel, Director of SPARC Technology, Sun Microsystems:
"Creating a Microprocessor Standard:  Strategies and Tactics"
The selection of additional guest speakers will be done
based on the topics of particular interest to the class.	


UC BERKELEY EXTENSION CLASS:"Standards, Innovation, & Technology Licensing"
			taught by Cynthia Typaldos of Sun Microsystems Inc.
				CLASS ENROLLMENT FORM

CLASS SPECIFICS:
Course X414, $295 (EDP code 384891)
10 Wednesday Evenings (6:30pm-9:30pm), June 17th. - August 19th
Atherton: Menlo School and College, El Camino Real & Valparaiso
          Florence Moore Bldg, Room 304
U. C. Berkeley contact: Anne Casanova, UC Berkeley Extension, 	800 El Camino Real, Suite 150
		Menlo Park, CA 94025 phone: 415 323-8141 fax: 415 323-1438
For class outline: send email to - cynthia.typaldos@sun.com
For questions regarding class content: call - Cynthia Typaldos (415) 336-2432

MAIL ENROLLMENT FORM TO:
Dept. B, University Extension
University of California
2223 Fulton Street
Berkeley, CA 94720
OR EMAIL TO: cynthia.typaldos@sun.com
OR FAX TO: Anne Casanova (415) 323-1438

PLEASE PRINT OR TYPE:

Name_____________________________________________________________________________________________
	Last					First				Middle

Street Address_____________________________________________________ City_________________________

State____________________ Zip _________________________   Business/Home Address? (circle one)		

Daytime Phone (______)______________  Home Phone (______)_____________

Business Name_____________________  Position_______________________

Social Security Number (not required)__________________________
__________________________________________________________________________________________________

COURSE:

EDP Number:  384891		Fee:  $295 	payment method:  cash/check/credit card
								  (circle one above)

Course Title & Number: Standards, Innovation, & Technology Licensing X414

Beginning Date: Wednesday June 17, 1992		Ending Date:  Wednesday August 19, 1992

Location: 	In Atherton at Menlo School and College, El Camino Real and Valparaiso
		exact room TBD
__________________________________________________________________________________________________
FEE PAYMENT METHOD

Make checks payable to UC Regents

or charge to Visa or MasterCard only:  _ _ _ _  - _ _ _ _ - _ _ _ _  - _ _ _ _

Expiration Date__________________
__________________________________________________________________________________________________

FOR OFFICE USE ONLY
		
			Extension Initials:_______ Date:_________