Cloudstack never heard of it

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Giles Sirett CEO of ShapeBlue discusses the perception and awareness issues around Apache CloudStack

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  • eSkyCityBroker BinSunGardCiscoOrangeT-Mobile
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  • Cloudstack never heard of it

    1. 1. CloudStack – Never heard of it! Giles Sirett CEO, ShapeBlue Giles.sirett@shapeblue.com Twitter: @ShapeBlue
    2. 2. @ShapeBlue #CloudStack #CCCNA14 CloudStack Collaboration Conference NA 2014  10:30-11:05  Giles Sirett: the challenges we face in terms of awareness & market perception  11:05 – 11:40  Mark Hinkle: opportunities for better promoting Apache CloudStack to improve awareness and to reduce friction due to lack of brand awareness  11:40 – 12:15  Aaron Delp & Ken Hui: ways to get started in Social Media including Twitter, Blogging, Podcasting, and Video Creation (The Social Media Pyramid) as tools for both personal and community involvement Our own “mini – track”
    3. 3. @ShapeBlue #CloudStack #CCCNA14 CloudStack Collaboration Conference NA 2014  CEO of ShapeBlue  Been working with ACS since late 2011  PMC member & Committer Apache CloudStack  Chairman – European CloudStack user group  Declaration: I’m a business guy  Also: Physicist, ex-programmer, husband, runner, Dad, rugby coach About Me
    4. 4. @ShapeBlue #CloudStack #CCCNA14 CloudStack Collaboration Conference NA 2014 My Qualifications for this subject Weaknesses Being focused on a single technology as an expert can be a good differentiator, but also means the target market is considerably smaller. Threats Much of the company's success depends on CloudStack's success. If OpenStack takes off as much as its participants hope, will CloudStack be less relevant? 451 Research, Feb 2014
    5. 5. @ShapeBlue #CloudStack #CCCNA14 CloudStack Collaboration Conference NA 2014 “CloudStack – Never heard of it!” Architect at unnamed company that now runs a 200 host production ACS environment
    6. 6. @ShapeBlue #CloudStack #CCCNA14 CloudStack Collaboration Conference NA 2014 So we have a perception problem then
    7. 7. @ShapeBlue #CloudStack #CCCNA14 CloudStack Collaboration Conference NA 2014 The good news first
    8. 8. www.shapeblue.com CloudStack Collaboration Conference 2012 Apache CloudStack is great software “We could see CloudStack was a game changer” John Gillam, CTO, BT Cloud
    9. 9. www.shapeblue.com CloudStack Collaboration Conference 2012 CloudStack Users
    10. 10. www.shapeblue.com CloudStack Collaboration Conference 2012 10 CloudStack Users 2.0
    11. 11. www.shapeblue.com CloudStack Collaboration Conference 2012 11 CloudStack Users 3.0
    12. 12. www.shapeblue.com CloudStack Collaboration Conference 2012 200+ active contributors, 7o+ organisations Now 72 86 committers Our Community is great
    13. 13. www.shapeblue.com CloudStack Collaboration Conference 2012 Our community is driven by users
    14. 14. www.shapeblue.com CloudStack Collaboration Conference 2012 So, what’s the problem then ?
    15. 15. www.shapeblue.com CloudStack Collaboration Conference 2012 ________ ___ is the smallest amount of fissile material needed for a sustained nuclear chain reaction. Critical Mass
    16. 16. www.shapeblue.com CloudStack Collaboration Conference 2012 This is an asymmetric situation
    17. 17. www.shapeblue.com CloudStack Collaboration Conference 2012 Cloud OpenStack
    18. 18. www.shapeblue.com CloudStack Collaboration Conference 2012 Our main defence play We are production ready, we’re easy to install. That other thing you’re considering isn’t
    19. 19. www.shapeblue.com CloudStack Collaboration Conference 2012 So, onto the problems that we CAN control
    20. 20. www.shapeblue.com CloudStack Collaboration Conference 2012 Don’t shoot Don’t shoot the messenger
    21. 21. www.shapeblue.com CloudStack Collaboration Conference 2012 Problem #1 We do NOT engage customers well
    22. 22. @ShapeBlue #CloudStack #CCCNA14 CloudStack Collaboration Conference NA 2014 The world according to ASF The roles • Users • Contributors • Committers • PMC • Customers?
    23. 23. @ShapeBlue #CloudStack #CCCNA14 CloudStack Collaboration Conference NA 2014 The most important participants in the project are people who use our software. Users can contribute to the Apache projects by providing feedback to developers in the form of bug reports and feature suggestions. As well, users can participate in the Apache community by helping other users on mailing lists and user support forums. Users who participate in the project through any mechanism are considered to be Contributors The most important participants in the project are the people who don’t contribute directly to the project. They are the people who influence others in order to allow them to use our software. They are the customers
    24. 24. @ShapeBlue #CloudStack #CCCNA14 CloudStack Collaboration Conference NA 2014 The FOSS adoption cycle Contributors Committers Development Adoption Users
    25. 25. @ShapeBlue #CloudStack #CCCNA14 CloudStack Collaboration Conference NA 2014 The FOSS adoption cycle Contributors Committers DevelopmentCustomers Adoption Users Marketing Perception Engagement
    26. 26. www.shapeblue.com CloudStack Collaboration Conference 2012 Making a key technology choice I think we need to do cloud
    27. 27. www.shapeblue.com CloudStack Collaboration Conference 2012 Making a key technology choice We do Cloud
    28. 28. www.shapeblue.com CloudStack Collaboration Conference 2012 Making a key technology choice Look at our clouds
    29. 29. www.shapeblue.com CloudStack Collaboration Conference 2012 Making a key technology choice We’re better than the others because…
    30. 30. www.shapeblue.com CloudStack Collaboration Conference 2012 Everybody else says we’re great Making a key technology choice
    31. 31. www.shapeblue.com CloudStack Collaboration Conference 2012 All our customers Making a key technology choice
    32. 32. www.shapeblue.com CloudStack Collaboration Conference 2012 You have to choose us Deal
    33. 33. www.shapeblue.com CloudStack Collaboration Conference 2012 I think we need to do cloud….I’ll think I’ll phone CloudStack
    34. 34. www.shapeblue.com CloudStack Collaboration Conference 2012 “Subscribe to @Users – we’re all nice guys”
    35. 35. www.shapeblue.com CloudStack Collaboration Conference 2012 Problem #2 We rely on volunteer marketing Not enough in the asymmetric world
    36. 36. www.shapeblue.com CloudStack Collaboration Conference 2012 Problem #3 Once we engage customers, how can they support us ? User>Contributor>Committer> Customer > ????
    37. 37. www.shapeblue.com CloudStack Collaboration Conference 2012 Problem #4 Our largest contributor has a $dayjob Citrix do not sell CloudStack No incentive at grassroots level Waiver: Citrix created this thing, that was visionary. Citrix spend $$$$ in supporting this project. They are our biggest contributor and, without their hard work, events like this wouldn’t happen …..today
    38. 38. www.shapeblue.com CloudStack Collaboration Conference 2012 Problem #5 The ASF has the best OSS governance model… Prohibits direct commercial support for project
    39. 39. www.shapeblue.com CloudStack Collaboration Conference 2012 Problem #6 Not enough users become contributors
    40. 40. www.shapeblue.com CloudStack Collaboration Conference 2012 Problem #7 “I could see the tumbleweeds blowing through your community” CEO of SDN startup Mailing lists don’t demonstrate activity well to outside world
    41. 41. www.shapeblue.com CloudStack Collaboration Conference 2012 Summary  A great product, great community  Perception & awareness problems  Our structure doesn't let us engage well with customers  Need for more coherent marketing  How do we fix it ?
    42. 42. CloudStack – Never heard of it! Giles Sirett CEO, ShapeBlue Giles.sirett@shapeblue.com Twitter: @ShapeBlue

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