How Open is Eating the World (Gordon Haff) ProductCamp Boston May 2013

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How Open is Eating the World (and What it Means for Marketing)

Open source has been one of the biggest stories in the world of software over the past decade and more. And, today, the principles underpinning the open source software movement are cropping up in more and more different forms in more and more different places. If you have any connection to marketing in just about any field, these trends are affecting you.

This presentation will take you through what open source really means. (Hint, it's not just free software.) It will discuss the bigger trends around openness and collaboration. And it will look at some of the business model implications, both of working with open and competing with it.

This presentation will have a broader scope and will focus less on the technical aspects, but it will have common threads with this one that I presented at the Linux Collaboration Summit in San Francisco earlier in April: http://bitmason.blogspot.com/2013/04/my-presentation-from-linux.html

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How Open is Eating the World (Gordon Haff) ProductCamp Boston May 2013

  1. 1. 1How Open is Eating the World(and what it means for marketing)Gordon HaffCloud EvangelistRed Hat4 May 2013
  2. 2. 2About Me•  Red Hat Cloud Evangelist•  Twitter: @ghaff•  Google+: Gordon Haff•  Email: ghaff@redhat.com•  Blog: http://bitmason.blogspot.com•  Flickr: http://www.flickr.com/photos/bitmason/•  Formerly: Illuminata (industry analyst), DataGeneral (minicomputers/Unix/NUMA/etc.),shareware developer
  3. 3. 3“The open-source movement isa free speech movement.Source code looks like poetry,but it’s also a machine —words that do. Unix opens upthe discourse in the machinerybecause the words in Unixliterally cause action, and thoseactions will cause otheractions.”John Gage Mario Savio at Berkeley 1964
  4. 4. 4“When we call software‘free,’ we mean that itrespects the users essentialfreedoms: the freedom torun it, to study and change it,and to redistribute copieswith or without changes.This is a matter of freedom,not price, so think of ‘freespeech, not ‘free beer.’”
  5. 5. 5Software Freedom Was ~= Open Source•  Early Unix source codewas widely shared•  Mechanisms to share fileand communicateelectronically wereavailable in relevantcommunities•  Source code was usefulto port betweenincompatible hardware
  6. 6. 6The Old Ways Matter LessBut Open Still Matter a Great DealCopyright 2008 Illuminata, Inc.•  Standards•  Community•  Collaboration•  Content•  Cloud•  APIs•  Data & Decisions
  7. 7. 7Flickr/CC by Sebastiaan ter Burg http://www.flickr.com/photos/ter-burg/5520203986/Community Matters:The Open Source Development Model
  8. 8. 8A Trend Towards Permissive Licensing•  Proven success ofdevelopmentmodel•  Commercialization•  Increased emphasison communitiesSource: Donnie Berkholz, RedMonk, April 2013
  9. 9. 9Flickr/CC by http://www.flickr.com/photos/photohome_uk/1494590209/Standards Enable New Ways of Doing Things
  10. 10. 10Collaboration:The Wisdom of CrowdsFrancis Galton: “The average competitor wasprobably as well fitted for a just estimate of thedressed weight of an ox, as an average voter isof judging the merits of most political issues onwhich he votes.”
  11. 11. 11WITHINONEPOUND
  12. 12. 12051015202530354019871988198919901991199219931994 1995199619971998199920002001200220032004 200520062007200820092010 2011 2012Oscar contest results: 3 year moving averagesMeanConsensusWinner ScoreMedianData courtesy Steve Meretzky
  13. 13. 13DATAData is the new oil?But widespreadavailability of “opendata”Data ownership and use
  14. 14. 14Jer Thorpe: Making Data “More Human”•  People need to understand and experience data ownership•  We need to have a more open conversation about dataand ethics•  We need to change the way that we collectively thinkabout data, so that it is not a new oil, but instead a newkind of resource entirely
  15. 15. 15
  16. 16. 16The Expression of Emotions in 20th Century BooksAcerbi, Lampos, Garnett, Bentley
  17. 17. 17The Rise of the Accidental Sensor?Eric Fischer, http://www.flickr.com/photos/walkingsf/4671581511/in/set-72157624209158632
  18. 18. 18Open Content(Under GNU Free Documentation License)
  19. 19. 19Source: GOOD, http://blog.programmableweb.com/wp-content/good-apitimeline.pngAPIs Increasingly Central to App Development
  20. 20. 20What Does “Open” Mean?•  “Open access”o  Anyone can use it but data in and out controlled bycompany offering the service (Facebook Open GraphAPI)•  API that leverages open standards such as XML and HTTPo  Leverage best practices but aren’t necessarilythemselves open•  Open standard APIso  Clear definition that can be utilized by multiple providersin an interoperable way (OpenID, AtomPub)
  21. 21. 21John Musser: What Makes a Great Open API?•  A valuable service•  A plan and a business model•  Simple, flexible, easily adopted•  Managed and measured•  Great developer supporthttp://www.slideshare.net/jmusser/what-makes-a-great-open-api
  22. 22. 22“Smartphone Wars”: Oracle v. Google
  23. 23. 23The Mobile Web. Or are App Stores Evil?(One Aspect of “Cloud”)
  24. 24. 24Are App Stores a Passing Fad?Probably not…Monetization, distribution, retailing, functionality
  25. 25. 25TWELVEINTERSECTIONSWITHMARKETING
  26. 26. 261. You Can Sell Open
  27. 27. 272. You May Compete with Open Directlyhttp://www.flickr.com/photos/bostontx/4461314652/
  28. 28. 283. You WILL Compete with Those Using Open
  29. 29. 294. Your Customers are Conversing in the Openhttp://www.businessinsider.com/13-epic-twitter-fails-by-big-brands-2012-2?op=1
  30. 30. 305. There are BusinessOpportunities toAggregate, Curate,Share, and AugmentOpen Datahttp://www.deloitte.com/assets/Dcom-UnitedKingdom/Local%20Assets/Documents/Market%20insights/Deloitte%20Analytics/uk-insights-deloitte-analytics-open-data-june-2012.pdf
  31. 31. 316. Open Decreases Innovation FrictionOpenStack Grizzly release commits by companySource: Bitergia, April 2013
  32. 32. 327. Bundling is Increasingly Ineffective
  33. 33. 338. Pull Marketingcan be Much MoreImportant
  34. 34. 349. Openness can be a Valued Feature
  35. 35. 3510. Your Customers are in Control
  36. 36. 3611. Data Matters: The Good•  Data makes better decisions possible•  Data as new oil?•  You can know your customer better•  Explosion of available information and data
  37. 37. 3712. Data Matters: The Bad•  You have to use data (and do so intelligently)•  Customer data can raise (real and perceived) privacyconcerns•  Drowning in data
  38. 38. 38QUESTIONS & LEARN MOREMY INFOTwitter: @ghaffGoogle+: Gordon HaffEmail: ghaff@redhat.comBlog: http://bitmason.blogspot.comRED HATwww.redhat.com/solutions/cloudGoogle+: Red Hat Open Hybrid Cloud
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