Brisbane Joomla Day 2009
Why it makes sense to use Joomla in
the global economic crisis
Sam Higgins, Research Director
May 2009
Copyright © 2008 Longhaus Pty Ltd

Who is Longhaus; Australia’s ICT analyst firm
Globally recognised as one of Australia's leading boutique ICT research and advisory companies.
Offering localised research and analysis to assist major organisations overcome the challenges
presented by the adoption of global ICT solutions.

There is no doubt that we are all facing tough times
Source: Longhaus Tech Index™ Q2 2009
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And we’ve already seen that ICT spending is being
impacted
• Australia’s domestic
business-oriented ICT
spending is
$90-100 Billion
• 80% of this is spent by the
top 7000 Medium to Large
Enterprises
• Within these firms ICT
Budget growth has
declined from 8% in 2008
down to 1% in 2009
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Exacerbating the problem is a lack of capital to fund
deployment of new solutions
• Just over $6 is spent on
operations for every $1 on
new investment
• New ICT investment has
dropped this year by 4%
from 18% in 2008
• Private sector clients are
reporting difficulty
accessing capital
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When times are tough the “Value of IT” also changes
• Just as personal needs change with economic cycles, so
does the IT needs focus of an enterprise
The Hierarchy
of Personal • Self Actualisation
Needs
• Esteem Needs
• Social Needs
• Safety Needs
• Physiological Needs
Source: Abraham Maslow, 1943
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When times are tough the “Value of IT” also changes
• Just as personal needs change with economic cycles, so
does the IT needs focus of an enterprise
The Hierarchy
of • Paradigm Shifting
IT Value
• Competitive Differentiation
• Integrated Information
• Stability & Security
• Infrastructure & Connectivity
Source: Robert Urwiler & Mark Frolick, 2008
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Open source solutions address both the cost and value
dimension, but it’s a constant opportunity
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The real focus for any software solution is to balance this
against the business priorities
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The current priorities and economic climate demands
organisations invest in an effective CMS
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And an effective CMS can be a platform for business
growth, but…
What business has is… What business wants is…
• Content Publication • Content Management
• Static • Dynamic
• Single Purpose • Extensible
• Siloed • Integrated
• Transaction • Interaction
• General Audience • Specific Targets
But less than 47% of Australia’s medium to large enterprises
have a web content management system
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Thankfully Joomla as a CMS solution addresses more
than just cost
Open
Open Source
Architecture
Addresses
Addresses
Cost
Extensibility
Open
Open Platform
Community
Addresses
Provides
Integration
Choice
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Longhaus; a case study for the value of Joomla
• Almost 4 years ago…Peter Carr created a static site
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Longhaus; a case study for the value of Joomla
• A year after that…Sam implemented Joomla
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Longhaus; a case study for the value of Joomla
• A year after that…Juan implemented Joomla + more
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Longhaus; a case study for the value of Joomla
The final result?
• 100,000+ unique visitors per year
• Average visit time of 8.5 minutes
• Regular new registrations
• Zero ($0) capital investment
• Extremely low operational cost
The implications?
• Retained and increased clients
• Improved profitability through bottom line competitiveness
• Enabled us to re-invest in further business integration
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So, why use Joomla in tough economic times?
• We know slowing or falling top line revenue will be reality
until at least late 2009
• Open source has been shown by our studies and
experience to address the bottom line thereby maintaining
and even improving profitability in uncertain times
• An effective CMS provides a platform for constantly
evolving functionality which is crucial for retaining
customers
• Joomla brings these two factors together in a world leading
solution
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Thank you
Longhaus Head Office Sam Higgins
Level 30, AMP Place Research Director
10 Eagle Street sam.higgins@longhaus.com
Brisbane QLD 4000 +61 412 621 014
Longhaus Research Centre
7/269 Abbotsford Road
Bowen Hills QLD 4006
p: +61 7 3868 4796
f: +61 7 3303 8445
inquiry@longhaus.com
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The shifting market dynamic in the OSS sector means
productivity & efficiency now dominate
OSS for productivity
High & efficiency
Proportion Of Population
OSS
Contribution
ICT Vendor Use
End User Use
Low
Tactical Usage Focus Strategic