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Competing  with Giants - How to Win With Drupal vs. Proprietary Alternatives
 

Competing with Giants - How to Win With Drupal vs. Proprietary Alternatives

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Drupal has become a serious player in the enterprise market, encountering a new set of competitors along the way....

Drupal has become a serious player in the enterprise market, encountering a new set of competitors along the way.

Free software alone isn't enough for most larger organizations to choose Drupal. The technical selection process is more intensive, with many more stakeholders influencing the decision process. Additionally, enterprises rely on guidance from industry analysts and their peers to create their short list of potential options to consider. Raising the visibility of Drupal's strengths and success stories is critical to competing effectively in the enterprise market.

At Acquia, we spend a great deal of time helping organizations understand the power of both Drupal and the community, and why this combination is what makes Drupal the best choice for high performance organizations serious about the social web. In this session, we'll share our experiences discussing Drupal with the analyst community and with senior executives. We'll share lessons we've learned when Drupal has lost during the technical selection process, and how we, as a community, can work together to improve our chances in the future.

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    Competing  with Giants - How to Win With Drupal vs. Proprietary Alternatives Competing with Giants - How to Win With Drupal vs. Proprietary Alternatives Presentation Transcript

    • Business & Strategy Competing With GiantsHow to Win with Drupal vs Proprietary Alternatives Bryan House Vice President, Product Marketing Acquia @bryanhouse
    • Objectives for Session• Explore market opportunity for Drupal• Review how analysts perceive Drupal• Discuss how to position Drupal to win• Explore how you can help
    • Competitivelandscape is shiftingas Drupal enters the Enterprise
    • Perception is Reality “If you are looking at both(Adobe) CQ5 and Drupal, thenone of us is in the wrong place.” Adobe lead SEs in customer meetings, 2011
    • Who is the Enterprise?“Global 10,000” • More than 2,500 employees • Greater than $500M revenues • Actually approximately 14,000 businesses worldwide
    • Who is the Enterprise?Well defined procurement processesMultiple decision influencers• Technical stakeholders • CIO & CTO, architects, sysadmins, development, devops• Business stakeholders • CMO, department heads, content contributors
    • What are Enterprises Trying to Accomplish?• Publish & organize rich content quickly• Manage collections of sites• Build communities to support ad hoc business activities
    • What are Enterprises Trying to Accomplish?Marketing Challenges (CMO)• Mobile optimized experiences• Harness social media• Mass personalization / testing• Translation• Managing digital assets• Marketing dashboards / reporting
    • What are Enterprises Trying to Accomplish?Marketing Challenges (CMO) IT Challenges (CIO)• Mobile optimized experiences • Mobile app development• Harness social media • Big data / web scale• Mass personalization / testing • Increase return from analytics• Translation • Localization costs / quality• Managing digital assets • Content distribution services• Marketing dashboards / • Platform integration / ecosystem reporting
    • Yet, Most Look Like This
    • Or, More Likely, This... •Duplication of content •Disparate sources •Disconnected reporting •Islands of excellence
    • What The Business Wants
    • What IT Wants To Deliver Corporate Product Site Marketing sites MicrositesCommunity Other sites sites Collaboration Departmental Intranet Sites
    • Address Wide Range of Web Needs [scale] Product Sites Corporate Sites “Marketing” Sites [complexity & longevity]
    • For many, its not simply a choicebetween open source options
    • Market Opportunity Social Software $1,257M WCM / CMS $1,740M 2014 Cloud-Delivered Content & Social $1,499MSocial Software WCM Cloud Content & SocialCAGR 16.8% CAGR 14.3% CAGR 19.8%Sources:Gartner. Market Trends: Worldwide Web Content Management Market Is Driven by Enhancements to Online Channels, 2010. November 2010Gartner. Market Trends: Convergence Restructuring the Enterprise Social Software Market, Worldwide 2010. November 2010Gartner. Forecast Analysis: Software as a Service, Worldwide, 2009-2014, Update. November 2010
    • Competitive Landscape is Changing Fast Mkt Cap: $17B Mkt Cap: $150B Mkt Cap: $48B Mkt Cap: $21B Mkt Cap: $3B Mkt Cap: $239B
    • Web ContentManagement / CMS Market
    • Gartner WCM Magic Quadrant 2011 Drupal doesn’t make the list Why? • Minimum threshold - $10M in revenue • How to measure in an open source ecosystem?Gartner Magic Quadrant for Web Content Management 2011
    • The Forrester Wave: Web Content Management For Online Customer Experience Again, Drupal doesn’t make the list Why? • Minimum threshold - $25 million in revenue • 100+ customers with >1,000 employees • “Interest from Forrester Clients”The Forrester Wave: Web Content Management For Online Customer Experience Q3 2011
    • Real Story Group Web CXMS Platforms Cross-Check 2012 Drupal “...designed explicitly for community-generated content, combining social interaction and web publishing into one platform” Cult-like mindshare • Architectural shortcomings - configuration management • Ongoing delays with modernizing key modulesReal Story Group: 2012 Web Content & Experience Management SystemsMarket Analysis 2012
    • Social Software /Community Software Market
    • Gartner Magic Quadrant for Social Software in the Workplace Drupal a “Visionary” Criteria? • $5M revenue • 15 current customers • 100,000 active internal users (seats) • 4 organizations with 5,000 active users willing to provide referencesGartner Magic Quadrant, Social Software in the Workplace 2011
    • Gartner Magic Quadrant for Externally Facing Social Software Drupal a “Visionary” Criteria? • $5M revenues • 500,000 active users (seats), explicitly does not apply to open source • 5 organizations with 5,000 active users willing to provide referencesGartner Magic Quadrant for Externally Facing Social Software, 2011
    • Forrester Community Platform Wave Only 5 vendors Criteria? • 50% of clients deploy for customer-facing communities • 20% of install base has > $1B annual revenue • Several communities with at least 250,000 membersForrester Wave: Community Platforms, Q2 2010
    • How The Analysts See DrupalStrengths • Community-oriented publishing and communication • Lightweight core, extensible via vast array of modules • Dynamic web application development framework • Placeless delivery - content services approach to content organization
    • How The Analysts See DrupalWeaknesses• Lack of configuration management tools• Weak content staging support• Not a fit for formal editorial approval processes• Too few enterprise success stories
    • How To Impact Analyst Coverage of DrupalShare success storiesTalk about your Drupal implementationsAsk the analysts about Drupal
    • ImplicationsDrupal is becoming a first class citizen inan enterprise web infrastructurebut, clearly room for improvement...
    • How to position Drupal to win
    • where cost and speed to market are both critical factors, open sourcesoftware can play a key role in helping organizations develop the capabilities they need to achieve high performance quickly and at reduced cost
    • Shift to Content Services• From self-contained, page-centric applications to content services frameworks• Modular, flexible architecture to support rapid application development• RESTful services - core infrastructure of the Web
    • How Drupal Manages ContentViewsReferences blog wiki webContent post entry page video image mediaNodes
    • Dynamic Content Organization• Free of hierarchical folder / site map approach to content organization• Content service-level controls• Vocabulary driven organization
    • How Drupal Organizes Content Content Tagging
    • How Drupal Organizes Content Content Tagging
    • How Drupal Organizes Content Users% Site Subscrip,ons%Visitors Content Tagging
    • How Drupal Organizes Content ✓! ✓! Site ✓!Visitors Content Tagging
    • How Drupal Organizes Content ✓! Users% ✓! Site Subscrip,ons% ✓!Visitors Content Tagging
    • ContentServicesDelivery isDrupal’sCompetitiveAdvantage“Good support for ‘placeless’delivery and reuse of richly taggedcontent” Real Story Group
    • Assembled Web Experiences Architecture to rapidly “assemble” experiences from building-blocks instead of code sites from scratch. Drupal core Drupal + recommended Solution modules Distributions
    • Content-Rich Web Experiences profiles / content friends (micro) rich blogging media UGC Social Publishing templatesanalytics workflow taxonomy groups Drupal social mobile tagging
    • 700,000 strong!
    • How Does Open Source Development Work?• Who owns the code?• How do I know it will be updated?• Who “pays” for development of new features?• Do I have to contribute custom code back?• What’s in it for me to contribute code back to the community?
    • Case studies:Where Drupal wins
    • Situation Result• 60+ websites • Killed in-progress project, shifted to Drupal• Approaching end of 2 year, 8 figure project • Focused on agile dev, with proprietary quick wins for business system • Access to source code &• Falling short of thriving community were business requirements key decision factors prior to launch
    • Global Pharmaceuticals CompanySituation Result• Hundreds of websites • Selected Drupal as their global Web platform• Dozens of CMS’s • Building mobile brand• Using Drupal in one sites in 1/4 of time of division, multiple sites proprietary system• Global evaluation process • Can build new sites in - Oracle Fatwire - Salesforce half the time it takes for - DNN internal deployment review
    • Multnomah County, OregonSituation Result• Existing Vignette user • Pilot Drupal project• Difficult to use, lots of • Extended feature set training • Turnkey site launches• Incremental costs for • Improved site image resizing, media performance & uptime handling, DocMgmt • Significant cost• Upgrading sites > 1 reduction year
    • Community Powered. Innovation. more capabilities flexible architecture faster time to market better value
    • You Can Help This Year!Gartner Magic Quadrants: Global 2,000 • Web Content Management • >1,000 employees • Social Software in the Workplace • >$1B revenue • External Social Software Communities with:Forrester Waves: • >5,000 active users • Web Content Management Wave • >250,000 members • Community Platforms Wave
    • You Can Help This Year!Real Story Group • Analysts - Tony Byrne, Adriaan Bloem, Kas Thomas • feedback@realstorygroup.comEconsultancy in UK • Global CMS Report • E-Commerce Platform Buyer’s GuideIdealware • Open Source CMS Report - for Non Profit sectorIDC • Covers both WCM and Social Software • Mike Fauscette, @mfauscetteAltimeter Group
    • Thank You Contact:Bryan House | bryan@acquia.com | @bryanhouse
    • What did you think? Locate this session on the DrupalCon Denver websitehttp://denver2012.drupal.org/program Click the “Take the Survey” link. Thank You!
    • Drupal Social Publishing Platform Open source, social publishing phenomenon. Market Size [1,000,000+ sites] Innovation [15,000+ modules] Community [700,000+ members] [ “… is as much a Social Software platform as it is a web content management system.” ] Real Story Group, The Web CMS Report 2010
    • Real Story Group 2009 Categorization 2010 Categorization Complex Enterprise Enterprise Platform Upper-range Upper-Tier Platforms Mid Market Mid-Range Platforms Mainstream Mid Market Mid-Range Products ChallengersHosted Services Commercial Simpler Products Open Source Community Open Source
    • Real Story Group 2009 Categorization 2010 Categorization EMC Documentum, EMC Documentum, Vignette, Complex Enterprise OpenText Vignette, IBM, Enterprise IBM, Interwoven, OpenText, Oracle Platform Autonomy / Interwoven, Oracle Percussion, CoreMedia, Day, Percussion, CoreMedia, Day, Upper-range Upper-Tier FatWire, Mediasurface, SDL FatWire, Mediasurface, SDL Tridion Platforms Tridion Drupal, Hippo, Refresh, Atex Polopoly, Alterian CME, Mid Market Ektron, Escenic, Ingeniux, Microsoft, PaperThin, Sitecore Mid-Range Platforms Microsoft, Open Text Web Mainstream Solutions, Plone, Sitecore, Typo3, Vyre e-Spirit, Hannon Hill, Refresh, Clickability, CrownPeak, e- Mid Market TerminalFour, Alterian, Enonic, Spirit, Hannon Hill, Refresh, EPiServer, GOSS, Lyris, Mid-Range Products Ektron, Escenic, eZ Publish, Challengers Telerik, Vyre Ingeniux, Enonic, EpiS, GOSS CrownPeak, OmniUpdate,Hosted Services Clickability Alterian CMC, Wordpress, DotNetNuke, Joomla, Commercial Alfresco, Hippo, DotNetNuke, eZ Systems, Magnolia Simpler Products Kentico, OmniUpdate, Open Source OpenCMS, PaperThin, Telerik, TerminalFour Community Drupal, Joomla, OpenCMS, Open Source Plone, TYPO3
    • Real Story Group 2009 Categorization 2010 Categorization EMC Documentum, EMC Documentum, Vignette, Complex Enterprise OpenText Vignette, IBM, Enterprise IBM, Interwoven, OpenText, Oracle Platform Autonomy / Interwoven, Oracle Percussion, CoreMedia, Day, Percussion, CoreMedia, Day, Upper-range Upper-Tier FatWire, Mediasurface, SDL FatWire, Mediasurface, SDL Tridion Platforms Tridion Drupal, Hippo, Refresh, Atex Polopoly, Alterian CME, Mid Market Ektron, Escenic, Ingeniux, Microsoft, PaperThin, Sitecore Mid-Range Platforms Microsoft, Open Text Web Mainstream Solutions, Plone, Sitecore, Typo3, Vyre e-Spirit, Hannon Hill, Refresh, Clickability, CrownPeak, e- Mid Market TerminalFour, Alterian, Enonic, Spirit, Hannon Hill, Refresh, EPiServer, GOSS, Lyris, Mid-Range Products Ektron, Escenic, eZ Publish, Challengers Telerik, Vyre Ingeniux, Enonic, EpiS, GOSS CrownPeak, OmniUpdate,Hosted Services Clickability Alterian CMC, Wordpress, DotNetNuke, Joomla, Commercial Alfresco, Hippo, DotNetNuke, eZ Systems, Magnolia Simpler Products Kentico, OmniUpdate, Open Source OpenCMS, PaperThin, Telerik, TerminalFour Community Drupal, Joomla, OpenCMS, Open Source Plone, TYPO3