Italo Vignoli Marketing OOo in 2011 and beyond
Who I am ? <ul><li>Born as a journalist, educated as a geographer, grown up as a marketeer, getting old as an online media...
I am 56, definitely a &quot;digital immigrant&quot;
I have met the first computer at age 27 and since then I have lived thanks to marketing of high tech products
I have never written a line of code and will never write it even in the future </li></ul>
JUST FOR FUN The Urban Legend ITALO VIGNOLI Born on August 12 at 12 Leo ascendant Scorpio ITALO VIGNOLI Born on August 12 ...
OOo Today <ul><li>For the first time in the history of office suites a competitor of MS Office earns its own market share ...
Our estimate based on projections and other market information is 15% global and 20% Europe
Unfortunately, US still weakest area
Let's see how we got here </li></ul>
My Objective <ul><li>Provide &quot;food for thought&quot; for the Strategic Marketing Plan
Look at marketing under a different point of view
Find the &quot;weak signals&quot; in the OOo success story
What has not been done or could be done in a better way ? </li></ul>
Marketing Evolution
Product Evolution
June 7, 2000
Microsoft Mistake <ul><li>In the year 2000, Microsoft Office reached a 95% market share
When you have a 95% market share, you can only lose sales
On the contrary, Steve Ballmer - a salesman, not a marketeer - though it was possible to reach 100%, losing customer focus
Today, Microsoft Office is under 80% </li></ul>
Product Life Cycle
Crossing the Chasm
Early Market <ul><li>Technology Enthusiasts </li><ul><li>People who are fundamentally committed to new technology on the g...
Mainstream Market <ul><li>Pragmatists </li><ul><li>Make the bulk of all technology infrastructure purchases.  Neutral abou...
Breaking the Bell
Sales & Profit
Market Scenario
Where is Innovation Disruptive Innovation Application Innovation Product Innovation Platform Innovation Enhancement Innova...
Four Innovation Zones Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Value Renewal Zone Disrup...
IT Users
Affluent Pessimist
Less Affluent Optimist
More Affluent Optimist
The IBM Lesson
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Marketing OOo in 2011 and beyond

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Marketing is the single most challenging task for the OOo community, as it faces the best selling product of the largest software company in the world, with a turnover of over 25 billion dollars, a profit of 6 billion dollars (half of Microsoft profit) and a budget in the region of hundreds of million dollars.

The challenge, therefore, is to reach a market visibility and a product awareness on par with Microsoft Office, especially in the Windows environment, where users are bombarded by Microsoft messages and sought after by Microsoft partners.

With the announcement of Microsoft Office 2010, OOo strategy must escalate in order to sustain the growth - which has been steep since the announcement of OOo 3.0 - and reach a market penetration of 25% (we are now at 15% on a worldwide basis, but significantly higher in Europe).

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  • Marketing OOo in 2011 and beyond

    1. 1. Italo Vignoli Marketing OOo in 2011 and beyond
    2. 2. Who I am ? <ul><li>Born as a journalist, educated as a geographer, grown up as a marketeer, getting old as an online media expert
    3. 3. I am 56, definitely a &quot;digital immigrant&quot;
    4. 4. I have met the first computer at age 27 and since then I have lived thanks to marketing of high tech products
    5. 5. I have never written a line of code and will never write it even in the future </li></ul>
    6. 6. JUST FOR FUN The Urban Legend ITALO VIGNOLI Born on August 12 at 12 Leo ascendant Scorpio ITALO VIGNOLI Born on August 12 at 12 Leo ascendant Scorpio
    7. 7. OOo Today <ul><li>For the first time in the history of office suites a competitor of MS Office earns its own market share (out of &quot;others&quot; slice)
    8. 8. Our estimate based on projections and other market information is 15% global and 20% Europe
    9. 9. Unfortunately, US still weakest area
    10. 10. Let's see how we got here </li></ul>
    11. 11. My Objective <ul><li>Provide &quot;food for thought&quot; for the Strategic Marketing Plan
    12. 12. Look at marketing under a different point of view
    13. 13. Find the &quot;weak signals&quot; in the OOo success story
    14. 14. What has not been done or could be done in a better way ? </li></ul>
    15. 15. Marketing Evolution
    16. 16. Product Evolution
    17. 17. June 7, 2000
    18. 18. Microsoft Mistake <ul><li>In the year 2000, Microsoft Office reached a 95% market share
    19. 19. When you have a 95% market share, you can only lose sales
    20. 20. On the contrary, Steve Ballmer - a salesman, not a marketeer - though it was possible to reach 100%, losing customer focus
    21. 21. Today, Microsoft Office is under 80% </li></ul>
    22. 22. Product Life Cycle
    23. 23. Crossing the Chasm
    24. 24. Early Market <ul><li>Technology Enthusiasts </li><ul><li>People who are fundamentally committed to new technology on the grounds that it is bound to improve our lives. </li></ul><li>Visionaries </li><ul><li>True revolutionaries in business and government who want to make a break with the past and start a new future. </li></ul></ul>
    25. 25. Mainstream Market <ul><li>Pragmatists </li><ul><li>Make the bulk of all technology infrastructure purchases. Neutral about technology and look to adopt innovations only after a proven track record. </li></ul><li>Conservatives </li><ul><li>Pessimistic about their ability to gain any value from technology investments. Price-sensitive, highly skeptical, and very demanding. </li></ul><li>Skeptics </li><ul><li>Ever-present critics, not potential customers. Goal of high-tech marketing is not to sell to them but to sell AROUND them. </li></ul></ul>
    26. 26. Breaking the Bell
    27. 27. Sales & Profit
    28. 28. Market Scenario
    29. 29. Where is Innovation Disruptive Innovation Application Innovation Product Innovation Platform Innovation Enhancement Innovation Process Innovation Experiential Innovation Integration Innovation Marketing Innovation Business Model Innovation Line Extension Innovation Value Engineering Innovation Harvest & Exit Renewal Innovation Organic Renewal Structural Renewal
    30. 30. Four Innovation Zones Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Value Renewal Zone Disruptive Innovation Application Innovation Product Innovation Platform Innovation Enhancement Innovation Integration Innovation Experiential Innovation Process Innovation Marketing Innovation Business Model Innovation Line Extension Innovation Value Engineering Innovation Harvest & Exit Renewal Innovation
    31. 31. IT Users
    32. 32. Affluent Pessimist
    33. 33. Less Affluent Optimist
    34. 34. More Affluent Optimist
    35. 35. The IBM Lesson
    36. 36. Platform for Third Parties PRINTER ADD-ON BOARDS SOFTWARE HARD DISK KEYBOARD & MOUSE SCREEN
    37. 37. IT Channel
    38. 38. Google Channel
    39. 39. Google Certification
    40. 40. MS Office Ecosystem TANGIBLES (license = € 200) <ul><li>Microsoft </li><ul><li>€ 120 (- rebate) </li></ul><li>Distributor </li><ul><li>€ 40 (- discount) </li></ul><li>Reseller </li><ul><li>€ 40 (- discount) </li></ul></ul>INTANGIBLES <ul><li>Microsoft </li><ul><li>Certification </li></ul><li>Reseller </li><ul><li>Installation
    41. 41. Configuration
    42. 42. Integration
    43. 43. Training </li></ul></ul>
    44. 44. Why They Hate Us
    45. 45. Microsoft Reaction <ul><li>Focus on enterprise </li><ul><li>Microsoft Dynamics ERP & CRM
    46. 46. SharePoint Business Collaboration </li></ul><li>Increase direct sales
    47. 47. Reduce margins of channel
    48. 48. Agreements with governments
    49. 49. Blackmail OEMs on Windows </li></ul>
    50. 50. Resellers Reaction <ul><li>Increase discount </li><ul><li>Earn less and less money </li></ul><li>Offer free consultancy </li><ul><li>Earn less and less money </li></ul><li>Offer free training </li><ul><li>Earn less and less money </li></ul><li>Hate OpenOffice.org </li><ul><li>&quot;Devil's free office suite&quot; </li></ul></ul>
    51. 51. <ul>testo </ul>Open Culture
    52. 52. Open Source
    53. 53. Open Innovation
    54. 54. Collective Intelligence
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