Fruitful Partnerships and Ecosystems


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What are the benefits of symbiotic relationships with customers, suppliers and even competitors? How does this apply to Drupal community?

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  • Licensees were located in: Germany (Danmark), UK, South-Korea, USA, Japan and China PCC members were brought from Europe, South-Korea and USA
  • 2.5M developers from all continents FN personnel in Finland, UK, Japan, China, India, Singapore, USA, Mexico and Brazil Partners: global corporates such as Wipro
  • Drupal.ord or a commercial company?
  • Fruitful Partnerships and Ecosystems

    1. 1. Fruitful partnerships and ecosystems
    2. 2. Successful ecosystems <ul><li>About Exove and myself </li></ul><ul><li>Ecosystems concept and history </li></ul><ul><li>The common blocks of successful ecosystems </li></ul><ul><li>Concrete examples </li></ul><ul><li>Drupal Ecosystem </li></ul>
    3. 4. <ul><li>Exove enables companies to conduct better business on the Internet </li></ul><ul><li>through best-of-breed personnel and solutions </li></ul>
    4. 6. <ul><li>Saila Laitinen is the Sales Director at Exove Ltd. </li></ul><ul><li>She holds a M.Sc degree in computer engineering </li></ul><ul><li>Spent the first 12 years of her career at telecom field (2G networks, smartphones) both in Finland and abroad </li></ul><ul><li>Has led multiple rehearsals on business ecosystems </li></ul><ul><li>4+ years of direct sales experience in the SW industry </li></ul>
    5. 7. Ecosystems
    6. 8. <ul><li>History of Ecosystems </li></ul>
    7. 9. First academic introduction An economic community supported by a foundation of interacting organizations and individuals —the organisms of the business world. This economic community produces goods and services of value to customers, who are themselves members of the ecosystem. The member organizations also include suppliers, lead producers, competitors, and other stakeholders . Over time, They co-evolve their capabilities and roles, and tend to align themselves with the directions set by one or more central companies. Those companies holding leadership roles may change over time, but the function of ecosystem leader is valued by the community because it enables members to move toward shared visions to align their investments and to find mutually supportive roles.// Harvard Business Review in May/June 1993
    8. 10. Let’s dig deeper Mutually beneficial (&quot;symbiotic&quot;) relationships with customers, suppliers, and even competitors What is the value? Money? Fame? Introductions? What’s in it for me?
    9. 11. The common blocks of successful ecosystems
    10. 12. Ecosystem visualitized Enabler: a platform, technology, etc… The grounds: Common target and understanding of the future (very often ideological) P1 P2 P3 P4 P5 Pn Customer 1 Customer 2 Customer 3 Customer 4 Customer 5
    11. 13. What does it take? <ul><li>All that is required: </li></ul><ul><li>A common target </li></ul><ul><li>An enabler </li></ul><ul><li>Knowhow on the competences needed </li></ul><ul><li>Knowhow on what geographical locations need to be represented </li></ul><ul><li>Companies with the two above mentioned qualifications </li></ul><ul><li>Trust </li></ul><ul><li>Respect </li></ul>
    12. 14. Enabler Internet based A place for the customers to meet and fetch knowhow, competencies, help … and for service providers to represent Themselves and collaborate with each others. Functions: discover, forward, reply, Non-profitable<>profitable
    13. 15. Knowhow on the competences/resources <ul><li>Technology knowhow </li></ul><ul><li>Business knowhow </li></ul><ul><li>Hw knowhow </li></ul><ul><li>Sw knowhow </li></ul><ul><li>Hosting </li></ul><ul><li>Others… </li></ul>
    14. 16. Knowhow on what geographical locations <ul><li>Where the customers are located? </li></ul><ul><li>Does some service need to be found nearby? </li></ul><ul><li>Cultural specialities? </li></ul><ul><li>Language barriers? </li></ul>
    15. 17. Companies
    16. 18. Trust & respect <ul><li>In order to gain a true win-win-win in an ecosystem, it is absolutely mandatory to have a full trust among its members. </li></ul><ul><li>Trust on: when I forward business to another member, it will someday do the same if conditions the same. </li></ul><ul><li>Respect: no member tries to steal business from other ecosystem members by badmouthing them, asking for profits when directing customer to others (unless that has been separately agreed) </li></ul>
    17. 19. Concrete example
    18. 20. Famous successfull ” ecosystems ” Linux; an open source project Google; consumer-marketer-enabler GoogleAds Facebook Linkedin S60 Android Meego Etc…
    19. 21. Case X <ul><li>X orchestrated (enabler) </li></ul><ul><li>X owned the product/technology -> </li></ul><ul><li>Licensed it to the competitors -> </li></ul><ul><li>supported the Licensees -> </li></ul><ul><li>realized that the need for support was too extensive -> </li></ul><ul><li>a Product Creation Community (PCC) was born </li></ul><ul><li>But what went wrong? </li></ul>
    20. 22. Case X /-2 <ul><li>X (the conductor) started to interfere each musician play </li></ul><ul><li>Musicians dissatisfaction increased </li></ul><ul><li>X felt like being in between the rock and a hard place </li></ul><ul><li>X started to eat PCC members ’ business by providing the same services ‘ free of charge ’ </li></ul><ul><li>Licensees left one at a time </li></ul><ul><li>PCC members got angry on loosing their business </li></ul><ul><li>The entire ecosystem collapsed </li></ul>
    21. 23. Case Y <ul><li>The initial idea was to create the very best developer community on earth </li></ul><ul><li>At first 2.5 M developers around the globe </li></ul><ul><li>limited resources were not enough -> </li></ul><ul><li>partners were asked to join the ecosystem -> </li></ul><ul><li>Y promoted its partners in various ways -> </li></ul><ul><li>BUT Y also charged the partners for the services it provided to them </li></ul>
    22. 24. Key learnings <ul><li>Even the very best intention alone is not enough </li></ul><ul><li>Even an excelent competence need analysis is not enough </li></ul><ul><li>Even the best community members alone can ’ t do it </li></ul><ul><li>IF </li></ul><ul><li>On a crisis the enabler tightens the control </li></ul><ul><li>The fees start to eat the business and increase overall dissatisfaction </li></ul>
    23. 25. How to Build a Drupal ecosystem? (As a Customer)
    24. 26. Know What We Want to Achieve <ul><li>There are several things to analyse: </li></ul><ul><ul><li>What does the market need in 3-5 years from now? </li></ul></ul><ul><ul><li>Who could be the enabler for an open source technology? </li></ul></ul><ul><ul><li>How to avoid fragmentation? </li></ul></ul><ul><ul><li>Who are needed? </li></ul></ul><ul><ul><li>How to make money? </li></ul></ul>
    25. 27. Customers ’ needs <ul><li>Understanding the competing technologies, their pros and cons </li></ul><ul><li>Understanding Drupal pros and cons </li></ul><ul><li>Understanding the next generation internet services </li></ul><ul><li>Understanding the businesses of a few main industry segments (energy, cleantech, tourism, telecom) </li></ul><ul><li>Understanding where to lead the Drupal development </li></ul><ul><li>Understanding how to lead the Drupal development </li></ul><ul><li>Understanding what kind of companies are needed to fullfill the customers ’ needs </li></ul>
    26. 28. The Enabler <ul><li>Who? </li></ul><ul><li>What size? </li></ul><ul><li>Where? </li></ul><ul><li>What role? </li></ul><ul><li>Profitable versus non-profitable? </li></ul><ul><li>Itself the ecosystem member? </li></ul>
    27. 29. Who are needed? <ul><li>SW houses with enough knowhow </li></ul><ul><li>Training providers </li></ul><ul><li>Consultancy houses? </li></ul><ul><li>Business knowhow? </li></ul><ul><li>Design houses </li></ul><ul><li>UE houses </li></ul>
    28. 30. Fragmentation of the web-technologies <ul><li>Is it a risk? </li></ul><ul><li>I believe it is </li></ul><ul><li>How to tackle it? </li></ul><ul><li>How not to tackle it </li></ul><ul><li>-> no increase of chargeable control elements </li></ul><ul><li>TRUST ON THE MARKETS POWER! </li></ul>
    29. 31. How to reward the members? <ul><li>This is the key question that cannot be answered by any academic research and therefore it cannot be defined in beforehand. </li></ul><ul><li>The real life will show where the money comes from and how it flows within the community. </li></ul><ul><li>Money is not the only tool to reward: FAME, cerfiticates, trainings, DiBos, place to promote themselves, votings </li></ul><ul><li>Wherever there is a community, it is already worth something. </li></ul>
    30. 32. Wrap-Up
    31. 33. Ecosystem benefits for <ul><li> is in great shape already, if improved a bit further it might introduce new tools to: </li></ul><ul><ul><li>build brand </li></ul></ul><ul><ul><li>get further developed/improved </li></ul></ul><ul><ul><li>become the preliminary web-technology of the future </li></ul></ul><ul><ul><li>change how companies make business in web </li></ul></ul>
    32. 34. Questions? Comments?