Ian’s Blog on Open Source Marketing

This week I saw one of the best customer webinars I have ever seen by Neil Armstrong and Tim Bergeron of Activision Inc.

When you say Activision people think of blockbuster games such as “Call of Duty” , “Guitar Hero” and “Marvel Ultimate Alliance”. For a change when I came home my kids were interested in what I had to say.

One of the things I found fascinating was how Activision had chosen to make the web site a strategic part of their marketing, creating product-oriented micro-sites supported by the company brand, but even more-so by the community of followers of the game. Five of the top twenty five software companies are now games companies and their sites represent the future of the corporate website with great, fresh, engaging, community oriented content.

When you look at these types of sites it interesting to think about “a day in the life” of the content that powers these sites:

1. Create Game Information Behind the Firewall - Create videos, stories, images, ratings etc
2. Review and Approve Behind the Firewall
3. Stage the New Website Behind the Firewall - Content is now ready for the public site
4. Deploy the New Website - Intelligently deploy content to a web server, media streaming server and content management system
5. Publish across Multiple Channels - Use simple templates to provide variety, flexibility and an intuitive user experience
6. Manage Digital Assets and Publish across Multiple Channels - Low-resolution Flash for website, High-resolution Quick Time for downloads, Automatic transformations for mobile devices - iPod, CellPhone, PSP
7. Manage Ratings and Publish to Appropriate Channels - Use rating information to match channels to the appropriate population or age range
8. Make it Scale for Millions of Users - Use load balancing, replication and clustering
9. Use Open Source - Like the leading Web 2.0 sites use Linux, MySQL, Alfresco, Tomcat and JBoss AS

Given all of this what are the benefits

• Dramatically Reduced Ad Spend
• Great successes like Call of Duty, Guitar Hero and Marvel Ultimate Alliance

Interestingly today I read an overview of “New report Cautions on Using SharePoint for Public Websites”

Given the strategic importance of this next generation site the world should remember it needs an open source alternative to SharePoint.

Web 2.0 sites have proven that next generation websites are built on open source.

In July 2007 we launched the Open Source Barometer - a survey using opt-in data provided by 10,000 members of the Alfresco Community with the aim of providing a global survey of trends on the use of open source software in the enterprise. Users were asked about their preferences in operating systems, application servers, databases, browsers and portals to capture the latest information on how companies today evaluate and deploy open source and legacy proprietary software stacks in the enterprise.

This is the largest open source enterprise stack survey and is used by Alfresco to prioritize platform and stack combinations for the larger community. The Barometer is also designed to ask questions such as:

• How and where is open source used in the G2000 Enterprise stack
• Is it a pure open source stack or a hybrid
• Are things different in different parts of the stack
• Are things different in different parts of the world
• Is there a leading player in each part of the stack
• What are trends over time

If those were the questions, one answer that clearly came back was - MySQL is the clear leader in an Alfresco environment being chosen 61% of the time.

The Open Source Barometer is published twice a year. The next one will be announced at JBoss World in Orlando, February 13th, 2008, where I am presenting.

I have been working on the next version today. The sample size is now up to over 35,000. As well as the sample increasing significantly we have also expanded the Open Source Barometer to include analysis on preferred virtual machines, office environments, how users are planning to evaluate alfresco (hosted, corporate server or laptop) and type of content management. The new barometer has some very interesting results.

One statistic that came out was “The Sun is still shining on MySQL”.

As the previous Open Source Barometer showed, in open source at each level of the stack there is a clear leader. If you say open source linux, database, app server, enterprise content management, crm most people will be pushed to come back with more than one name. For open source database that name is MySQL.

In my previous posts I have discussed “The Blue Ocean Strategy” in “Make Markets not War - A Simple Marketing Model for Enterprise Open Source”. To be successful you need to focus on what Kim and Maubrogne call a “Blue Ocean” or “Non-Customer.” Alfresco has been very successful with the 80% of Knowledge Workers who don’t use ECM and collaborate with a shared drive and email - The places ECM vendors don’t go (and actually aren’t very good at). MySQL has not focused on replacing Oracle but powered the largest Web 2.0 sites in the world.

MySQL is a great company managed by great people and the Sun is still shining on their Blue Ocean. The acquisition by Sun makes sense - Sun powered the first generation of websites. MySQL powers the next generation of Web 2.0 sites. Sun has already proven their alliance and cooperation with open source and this move further validates the value of open source as a way to drive innovation and build companies and value in a better and more efficient way.

The Open Source Barometer will be announced at JBoss World on February 13th, and also posted on www.opensourcebarometer.org , where details on the last barometer can also be found.