How U.S.-based FOSS Companies Effectively Market to Europeans Sandro Groganz Founder, Principal InitMarketing

Agenda

Why Europe? “ Europe and most of the rest of the world is ahead of the US in Open Source adoption.” Larry Augustin

“ Europe and most of the rest of the world is ahead of the US in Open Source adoption.”

Larry Augustin

Firefox Market Share Data: OneStat.com

Sourceforge Users Credit: OSTG, Inc.

Open Source Adoption Credit: Forrester

EU vs. USA

GDP of EU and USA Data: International Monetary Fund Gross domestic product, current prices, U.S. Dollar, billions

Debian Users Credit: ohloh

Typo3 vs. Drupal Users Credit: ohloh

Primary Reason for Adoption Credit: Heise Assumption: Verdict: Assumption perhaps not true for EU Counter-example (Germany): Europe USA Avoid vendor lock-in. Cost.

Understanding the EU

GDP of European Countries Credit: Wikimedia

Open Source Adoption in EU

Languages in EU 23 languages Mother tongue 18% German 13% English 13% Italian 12% French Knowledge of English: 51%

23 languages

Mother tongue

18% German

13% English

13% Italian

12% French

Knowledge of English: 51%

Knowledge of English in EU Credit: Wikimedia

Knowledge of German in EU Credit: Wikimedia

Knowledge of French in EU Credit: Wikimedia

ICT Output in EU per Languages

Dealing with the EU’s Languages Entry points: Germany, France, UK or Ireland English for innovators, early adopters, partners Local mother tongue for early/late majority, laggards, PR

Entry points: Germany, France, UK or Ireland

English for innovators, early adopters, partners

Local mother tongue for early/late majority, laggards, PR

Executing Marketing and Communications in the EU

Product Ready for the EU market? Complies with legal regulations? Multilingual GUI (especially if SaaS)? Translated user manuals? Region-specific functionality?

Ready for the EU market?

Complies with legal regulations?

Multilingual GUI (especially if SaaS)?

Translated user manuals?

Region-specific functionality?

Services and Support Local work hours Speak language of customers

Local work hours

Speak language of customers

Target Audience Credit: Heise

Type of Engagements

System Integrators Region- and industry-specific technological expertise Customer contacts and sales and marketing know-how Good for SMEs while large enterprises demand to talk to vendor

Region- and industry-specific technological expertise

Customer contacts and sales and marketing know-how

Good for SMEs while large enterprises demand to talk to vendor

Communications and Cultures Credit: J.N. Hughes-Wilson

Public Relations in EU Massive differences in PR tactics across countries Must use local language Press contact available during local work hours Facts first (EU) vs. positioning first (USA) Pick up market trends Focused campaign for 1 or 2 countries

Massive differences in PR tactics across countries

Must use local language

Press contact available during local work hours

Facts first (EU) vs. positioning first (USA)

Pick up market trends

Focused campaign for 1 or 2 countries

Branding Build a global brand Check the brand name

Build a global brand

Check the brand name

Website Internationalized content Pricing in € DE Web site DE store € prices MySQL  ☐ ☐ JasperSoft  ☐ ☐ Zend    Alfresco  ☐ ☐ SugarCRM  ☐ ☐

Internationalized content

Pricing in €

Community Building Adoption first, monetization second Word-of-mouth marketing Region-specific software enhancements

Adoption first, monetization second

Word-of-mouth marketing

Region-specific software enhancements

Marketing Strategy for the EU

Preflight Check Type of product and target audience? Company situation? Market and Competition?

Type of product and target audience?

Company situation?

Market and Competition?

Marketing and Sales Tactics

Marketing and Sales Model Early Partner(s), especially system integrator(s) Ice-breaker: sales, marketing and/or community person Set up subsidiary with essential team

Early Partner(s), especially system integrator(s)

Ice-breaker: sales, marketing and/or community person

Set up subsidiary with essential team

Bottom Line Approach each EU country uniquely Build a unique business

Approach each EU country uniquely

Build a unique business

Further Reading http://delicious.com/ordnas/marketing_eu

http://delicious.com/ordnas/marketing_eu

Thank you! Email: sandro (dot) groganz (at) initmarketing (dot) com Twitter: @ordnas www.initmarketing.com

Email:

sandro (dot) groganz (at) initmarketing (dot) com Twitter: @ordnas

www.initmarketing.com