Open stack coopetition_israel -- Presentation by Alex Freedland @ 2013 OpenStack Israel

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The description of OpenStack Ecosystem, based on the original slides developed by Boris Renski @zer0tweets

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Open stack coopetition_israel -- Presentation by Alex Freedland @ 2013 OpenStack Israel

  1. 1. OpenStack Coopetition: a view from within Alex Freedland Co-Founder & Chairman, Mirantis ©  MIRANTIS  2013   PAGE  1  
  2. 2. What are we fighting for? Open  InnovaEon  of   Infrastructure  Components   Proprietary  set  of  Infrastructure   Components   Exponen'al  Cost  Destruc'on     $600     $400     $200     $0     Q1   Q2   Q3   Q4   Q1   '14   14   '14   '14   '15   ©  MIRANTIS  2013   Proprietary   Quaterly  Spend   Open  Quarterly   Spend   PAGE  2  
  3. 3. What the hell is coopetition? Wikipedia: …Coopetition takes place when companies that are in the same market work together in the exploration of knowledge and research of new products, at the same time that they compete for market-share of their products and in the exploitation of the knowledge created. ©  MIRANTIS  2013   PAGE  3  
  4. 4. OpenStack: Outside Appearance Jonathan  Bryce   OpenStack  –  MarkeEng!   ©  MIRANTIS  2013   PAGE  4  
  5. 5. OpenStack: From Within OpenStack  –  Reality!   ©  MIRANTIS  2013   PAGE  5  
  6. 6. Things we’ll be looking at... 1.  Territories being conquered 2.  Weapons used 3.  Key battles being fought ©  MIRANTIS  2013   PAGE  6  
  7. 7. Territories Being Conquered ©  MIRANTIS  2013   PAGE  7  
  8. 8. OpenStack Treasure Island OpenStack  Product  Islands   Services  Beach  Head   OpenStack  Distro     Treasure  Island     Training  Beach  Head   Upstream  Influence     Beach  Head   ©  MIRANTIS  2013   PAGE  8  
  9. 9. 2013:  $31M;  2014:  $49M   OpenStack Treasure Island $52  Million  in  2013     $82  Million  in  2014   ©  MIRANTIS  2013   PAGE  9  
  10. 10. Services - Why a Beach Head? •  Easy to attack (also hard to protect) •  minimal barriers to entry •  this is where the early OpenStack market is Early  OpenStack  market  is  mostly   DIY,  willing  to  pay  for  services.     •  Get close to early adopters •  First hand access to real customer needs •  Get paid to learn •  Build a reputation and get logos ©  MIRANTIS  2013   PAGE  10  
  11. 11. Services Beach Head – who is attacking? claims  to  do  managed  service   only,  but  does  pure  services   too.       services  Eed  to  Ubuntu  stack.     service  Eed  to  RHEL  stack.     ©  MIRANTIS  2013   PAGE  11  
  12. 12. Training – Why a Beach Head •  Also easy to attack •  Quality is the only way to protect •  Be the go-to brand for “what is OpenStack” •  Indoctrinate ecosystem with your opinion •  Every student can become an advocate for your brand (and later product) *Dominance in training was key to Red Hat’s victory in Linux. Also look at other ecosystems… Cloudera #1 in Hadoop training. ©  MIRANTIS  2013   PAGE  12  
  13. 13. Training Beach Head – who is attacking? Knows  the  value  of  winning   this  beach  head  and   POUNDING  hard   Everybody  else  is  also   doing  it,  because  they   see  others  do  it…   ©  MIRANTIS  2013   PAGE  13  
  14. 14. Upstream Influence – Why Beach Head? If you were going to buy a service contract for your open-source software, would you prefer your service provider actually be the certifiable authority on that very software? -Derrick Harris, GigaOm In open source, being the source of the source code matters most. Since open-source developers essentially give away software for free, the key to monetization lies in being known as the source of the code.. -VP of Corp Dev., MongDB ©  MIRANTIS  2013   PAGE  14  
  15. 15. Upstream Influence – Why Beach Head? Red  Hat  controls  vast  majority  of  Linux   market  (in  $$)   *Linux  FoundaEon  2013   Cloudera  &  Hortonworks   leaders  in  Hadoop   ©  MIRANTIS  2013   PAGE  15  
  16. 16. Upstream Influence – Why a Beach Head •  Shape OpenStack roadmap •  Build better product, by leveraging community knowledge •  Be able to merge patches and fixes quickly •  Provide “customer advocacy” upstream ©  MIRANTIS  2013   PAGE  16  
  17. 17. Upstream Influence – Why a Beach Head Two ways to monetize open source: •  Source of the source code (Red Hat, Hortonworks) •  Proprietary value add tooling aka “open core” (Cloudera) …..But there is no open core in OpenStack, because there is no core ©  MIRANTIS  2013   PAGE  17  
  18. 18. Upstream Influence – Why a Beach Head Nova   Cinder   Quantum   Glance   Horizon   ©  MIRANTIS  2013   PAGE  18  
  19. 19. Upstream Influence – Why a Beach Head Nova   Cinder   Quantum   Glance   Horizon   +   CEILOMETER   ©  MIRANTIS  2013   PAGE  19  
  20. 20. Upstream Influence – Why a Beach Head Nova   Cinder   Quantum   Glance   Horizon   +   CEILOMETER   ©  MIRANTIS  2013   PAGE  20  
  21. 21. Upstream Influence – Why a Beach Head Nova   Cinder   Quantum   Glance   Horizon   Ceilometer   +   HEAT   ©  MIRANTIS  2013   PAGE  21  
  22. 22. Upstream Influence – Why a Beach Head Nova   Cinder   Quantum   Glance   Horizon   Ceilometer   +   HEAT   ©  MIRANTIS  2013   PAGE  22  
  23. 23. Upstream Influence – Why a Beach Head Nova   Cinder   Quantum   Glance   Horizon   Ceilometer   Heat   +   TripleO/Tuskar   ©  MIRANTIS  2013   PAGE  23  
  24. 24. Upstream Influence – Why a Beach Head PaaS   Nova   Cinder   Quantum   Glance   Horizon   Ceilometer   Heat   +   TripleO/Tuskar   ©  MIRANTIS  2013   PAGE  24  
  25. 25. Upstream Influence – Why a Beach Head PaaS   Nova   Cinder   Quantum   Glance   Horizon   Ceilometer   Heat   TripleO/Tuskar   +   Solum   ©  MIRANTIS  2013   PAGE  25  
  26. 26. Takeaway? Don’t waste time building proprietary islands! ©  MIRANTIS  2013   Join the party and contribute upstream!   PAGE  26  
  27. 27. Upstream Influence – Why a Beach Head Displaced  from  #1  commimer  in   Essex  and  Diablo  to  #3  in  Havana.   Slowly  losing…     Moved  from  #16  commimer  in   Grizzly  to  #5  commimer  in  Havana     Holding  ground  at  #4  since  Essex   Moved  from  #6  in  Folsom  to  #2  in   Havana.  Slowly  gaining…       Top  commimer  since   Folsom   Steadily  gaining.  Folsom:  #11,   Grizzly:  #7,  Havana:  #6   ©  MIRANTIS  2013   PAGE  27  
  28. 28. Upstream Influence – Why a Beach Head Havana  Related  Projects   (stackforge)   Havana  DocumentaEon   ©  MIRANTIS  2013   PAGE  28  
  29. 29. AWS  Fidelity  Island   Services   War Map – Roundup Enterprise  OpenStack  Island   OpenStack  Distro     Training   Treasure  Island     OpenStack  Appliance  Island   Upstream  Influence   Managed  Services  Island   ©  MIRANTIS  2013   Complimentary  Product  Island   PAGE  29  
  30. 30. Weapons Used ©  MIRANTIS  2013   PAGE  30  
  31. 31. Marketing & PR Company   PR/Marke'ng  Weapons  Used     Red  Hat     We  own  the  upstream  influence  beach  head.  Will  do  for  OpenStack   what  we  did  for  Linux   Canonical     Ubuntu  is  the  #1  host  OS  for  OpenStack.  Release  cycles  are  aligned.     Rackspace     We  started  OpenStack   MiranEs   We  have  the  most  customers  and  are  not  in  it  to  for  sell-­‐through  of   other  products.     CloudScaling   Customers  want  opinion,  and  our  opinion  is  customers  need  AWS   fidelity.     Piston   We  started  OpenStack.     IBM     We  are  IBM!  And  we  are  commimed  to  OpenStack!   HP   We  are  HP!  And  we  are  commimed  to  OpenStack!   ©  MIRANTIS  2013   PAGE  31  
  32. 32. Marketing & PR Red Hat is a top code contributor across all OpenStack projects, is a Platinum member of the OpenStack Foundation, and is a key innovator in the areas of OpenStack deployment, orchestration, and management. Promote  host  OS  ownership   Promote  upstream   influence  beach  head   Did you know most OpenStack clouds run on Ubuntu, and that Canonical provides enterprise level support for both Ubuntu and OpenStack? ©  MIRANTIS  2013   PAGE  32  
  33. 33. Marketing & PR We  are  commimed!   ©  MIRANTIS  2013   PAGE  33  
  34. 34. Account Control •  You’ve known us for years and we’ve always delivered. ©  MIRANTIS  2013   PAGE  34  
  35. 35. Account Control – the double edged sword •  I know you as somebody that sells me X, you are doing OpenStack to sell more X. ….remember  Unix  Wars…   ©  MIRANTIS  2013   PAGE  35  
  36. 36. Partnerships – shield from account control Ubuntu  OpenStack  +  Ceph  =  up  yours  Red  Hat   and  Gluster     SUSE  +  Hyper-­‐V  =  up  yours  Red  Hat  and  KVM     Red  Hat  +  PLUMgrid  =  up  yours  Vmware  NSX   and  vCenter,  KVM  +  PLUMGrid  is  it!   ©  MIRANTIS  2013   PAGE  36  
  37. 37. Customer Focus & Technology •  You stuff has to: •  Be relevant to customer needs •  Work well •  Technology doesn’t always win… but it wins most of the time.  Innova&on  is  saying  no  to  1,000  things.   ©  MIRANTIS  2013   PAGE  37  
  38. 38. Thank you Q&A   ©  MIRANTIS  2013   PAGE  38  

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