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Uno studio sulle strategie di marketing e comunicazione per il software libero
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Uno studio sulle strategie di marketing e comunicazione per il software libero

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    Uno studio sulle strategie di marketing e comunicazione per il software libero Uno studio sulle strategie di marketing e comunicazione per il software libero Presentation Transcript

    • Uno studio sulle strategie di marketing e comunicazione per il software libero 1 U N I V E R S I T À D E G L I S T U D I D E L L’ I N S U B R I A D AV I D E T A I B I OPEN SOURCE SUMMER SCHOOL 2012
    • Outline 2—  Case study on marketing and communication aspect—  Comparison between communication models adopted by OSS producersCONFSL 2012 Davide Taibi 22/06/12
    • CONFSL 2012 - Software unbundled from hardware - Software packages - Trial Shareware - GNU project - Linux 3Davide Taibi - Software repositories Traditional Marketing - OpenOffice CSS Distribution and Marketing - LibreOffice Social Media Marketing22/06/12
    • Open Source Producers 4—  Corporate Distributions ¡  Industries ¡  SMEs—  Open Communities—  SponsoredCONFSL 2012 Davide Taibi 22/06/12
    • Product Development, Marketing and Communication 5 Concept Idea generation Idea screening developement and Marketing Strategy Business analysis Commercialization testingCONFSL 2012 Davide Taibi 22/06/12
    • Product Development 6Idea generation Idea screening•  R&D department •  Demand•  Production Department •  Profitability•  Sales Team •  Payback period?•  Employees•  Customers•  Competitors•  External Sources•  Market ResearchCONFSL 2012 Davide Taibi 22/06/12
    • The Case Study 7—  Semi-structured interview—  Different roles interviewed ¡  CEOs ¡  Marketing director ¡  Sales ManagerCONFSL 2012 Davide Taibi 22/06/12
    • The interview 8—  Q1. Company information (#employees, revenue…)—  Q2. How do you come up with ideas for new product/ features?—  Q3. On what ground do you decide if develop product or not?—  Q4. How do you decide if a new product should be released with an OSS license?—  Q5. Which strategy do you take into account during the lifecycle of a new product or service?—  Q6. Which communication channels do you adopt?CONFSL 2012 Davide Taibi 22/06/12
    • The interviewees 9 Company Employees FLOSS role Engineering 6500 (CSS division) Engineering 50 Producer (OSS division) Integrator Studio QWERTY 12 Integrator Ubuntu (community) 400 Canonical Producer 542 CommunityCONFSL 2012 Davide Taibi 22/06/12
    • Engineering (CSS division) 10How do you come up with ideas for new product/features?—  ENG is a customer integrator.—  Works only on job orderOn what ground do you decide if develop product ornot?—  ENG do not applies marketing research—  Only relies on customer’s feedbacksCONFSL 2012 Davide Taibi 22/06/12
    • Engineering (CSS division) 11How do you decide if a new product should bereleased with an OSS license?—  ENG suggest its Business Units to adopt OSS in project already approved by the customers.—  BU are free to decide if adopt OSS or not.Which strategy do you take into account during thelifecycle of a new product or service?—  Development phase: silence.—  Once the product is ready: survey among customers to evaluate the appreciationCONFSL 2012 Davide Taibi 22/06/12
    • Engineering (CSS division) 12Which communication channels do you adopt?—  Company website ¡  SEO—  Magazines only for Public Administration—  Conference and FairsCONFSL 2012 Davide Taibi 22/06/12
    • Engineering (OSS division) 13How do you come up with ideas for new product/features?—  IT marketing monitoring—  Team Ideas—  Job orderOn what ground do you decide if develop product ornot?—  Only relies on customer’s feedbacksCONFSL 2012 Davide Taibi 22/06/12
    • Engineering (CSS division) 14How do you decide if a new product should bereleased with an OSS license?—  OSS BU releases only 100% free/open source projectsWhich strategy do you take into account during thelifecycle of a new product or service?—  Development phase: pre announcements.—  Once the product is ready: survey among customers to evaluate the appreciationCONFSL 2012 Davide Taibi 22/06/12
    • Engineering (CSS division) 15Which communication channels do you adopt?—  Company website ¡  SEO—  Every product has its own website—  Social Network ¡  LinkedIn ¡  Twitter ¡  Facebook no longer used—  Magazines only for Public Administration—  Conference and FairsCONFSL 2012 Davide Taibi 22/06/12
    • Studio QWERTY 16How do you come up with ideas for new product/features?—  Team IdeasOn what ground do you decide if develop product ornot?—  Ideas are submitted to marketing agency to analyze market share.CONFSL 2012 Davide Taibi 22/06/12
    • Studio QWERTY 17How do you decide if a new product should bereleased with an OSS license?—  We always adopt FLOSS license (when applicable)Which strategy do you take into account during thelifecycle of a new product or service?—  Development phase: slience—  Once the product is ready: public eventCONFSL 2012 Davide Taibi 22/06/12
    • Studio QWERTY 18Which communication channels do you adopt?—  We mostly delegate communication to comm. Agency ¡  Newsletters ¡  Conferences—  We avoid web banners—  Social Network ¡  LinkedIn ¡  No incomes from social network anymore—  Website ¡  SEOCONFSL 2012 Davide Taibi 22/06/12
    • Ubuntu Community 19How do you come up with ideas for new product/features?—  The enphasis is on introducing features to improve market share—  Some features are developed by the users (eg. MyUnity)—  New features defined independently from team responsible for each component—  New features have to be approved by technical boardOn what ground do you decide if develop product or not?—  Ideas and features added to the roadmap based on Ubuntu project vision—  Within ubuntu ideas are assessed by Mark ShuttleworthCONFSL 2012 Davide Taibi 22/06/12
    • Ubuntu Community 20How do you decide if a new product should bereleased with an OSS license?—  Ubuntu is released as 100%OSS.—  Canonical applies different licenses for some server side components.Which strategy do you take into account during thelifecycle of a new product or service?—  No specific strategies during lifecycle—  Events to present new features.CONFSL 2012 Davide Taibi 22/06/12
    • Ubuntu Community 21Which communication channels do you adopt?—  Website—  Social Media ¡  Twitter ¡  Facebook ¡  LinkedIn—  Online Magazines—  Press release—  EventsCONFSL 2012 Davide Taibi 22/06/12
    • Communication Channel Comparison 22New Features ENG_CSS ENG_OSS QWERTY Ubuntu On request (job order) " " " " " Based on users needs " " " " " Based on teams ideas " " " " Team decision " Tested components developed by communityCONFSL 2012 Davide Taibi 22/06/12
    • Conclusions 23—  Case studies on FLOSS marketing and communication models—  Differences from SME, Industries and Open Communities emerged—  New interviews just carried out ¡  4 communities ¡  10 SME ¡  3 IndustriesCONFSL 2012 Davide Taibi 22/06/12
    • Q&A 24 davide.taibi@uninsubria.it This work is licensed under a Creative Commons Attribution-NonCommercial- ShareAlike 3.0 Unported LicenseCONFSL 2012 Davide Taibi 22/06/12