How U.S.-based Open Source Vendors Effectively Market to Europeans
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The financial crisis hit the U.S. more than Europe and the Euro is a strong currency. No wonder U.S.-based companies offering Free and Open Source Software (FOSS) and services are increasingly ...

The financial crisis hit the U.S. more than Europe and the Euro is a strong currency. No wonder U.S.-based companies offering Free and Open Source Software (FOSS) and services are increasingly thinking about entering the European market or extending their presence.

These presentation slides shed a light on the general differences in marketing FOSS products and services in the USA compared to Europe. They discuss the most promising go-to-market strategies for Europe and whether to open subsidiaries and where. Recommendations are being be provided for marketing communications and PR as to how it can deal with the diverse European culture-specific communication styles and combine that with the lingua of a global FOSS community.

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  • Full Name Full Name Comment goes here.
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  • An article I wrote that sums up the analytical part of the presentation: http://olex.openlogic.com/wazi/2009/primer-on-europe-for-us-communities-vendors/
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  • The slides actually include lots of valuable notes, unfortunately not being shown here. Please download the slides to also read through the notes.
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  • Sandro Groganz: Founder, Principal of InitMarketing, the Open Source Marketing Company.

How U.S.-based Open Source Vendors Effectively Market to Europeans Presentation Transcript

  • 1. How U.S.-based FOSS Companies Effectively Market to Europeans Sandro Groganz Founder, Principal InitMarketing
  • 2. Agenda
  • 3. Why Europe?
    • “ Europe and most of the rest of the world is ahead of the US in Open Source adoption.”
    • Larry Augustin
  • 4. Firefox Market Share Data: OneStat.com
  • 5. Sourceforge Users Credit: OSTG, Inc.
  • 6. Open Source Adoption Credit: Forrester
  • 7. EU vs. USA
  • 8. GDP of EU and USA Data: International Monetary Fund Gross domestic product, current prices, U.S. Dollar, billions
  • 9. Debian Users Credit: ohloh
  • 10. Typo3 vs. Drupal Users Credit: ohloh
  • 11. Primary Reason for Adoption Credit: Heise Assumption: Verdict: Assumption perhaps not true for EU Counter-example (Germany): Europe USA Avoid vendor lock-in. Cost.
  • 12. Understanding the EU
  • 13. GDP of European Countries Credit: Wikimedia
  • 14. Open Source Adoption in EU
  • 15. Languages in EU
    • 23 languages
    • Mother tongue
      • 18% German
      • 13% English
      • 13% Italian
      • 12% French
    • Knowledge of English: 51%
  • 16. Knowledge of English in EU Credit: Wikimedia
  • 17. Knowledge of German in EU Credit: Wikimedia
  • 18. Knowledge of French in EU Credit: Wikimedia
  • 19. ICT Output in EU per Languages
  • 20. 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
  • 21. Executing Marketing and Communications in the EU
  • 22. Product
    • Ready for the EU market?
    • Complies with legal regulations?
    • Multilingual GUI (especially if SaaS)?
    • Translated user manuals?
    • Region-specific functionality?
  • 23. Services and Support
    • Local work hours
    • Speak language of customers
  • 24. Target Audience Credit: Heise
  • 25. Type of Engagements
  • 26. 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
  • 27. Communications and Cultures Credit: J.N. Hughes-Wilson
  • 28. 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
  • 29. Branding
    • Build a global brand
    • Check the brand name
  • 30. Website
    • Internationalized content
    • Pricing in €
    DE Web site DE store € prices MySQL  ☐ ☐ JasperSoft  ☐ ☐ Zend    Alfresco  ☐ ☐ SugarCRM  ☐ ☐
  • 31. Community Building
    • Adoption first, monetization second
    • Word-of-mouth marketing
    • Region-specific software enhancements
  • 32. Marketing Strategy for the EU
  • 33. Preflight Check
    • Type of product and target audience?
    • Company situation?
    • Market and Competition?
  • 34. Marketing and Sales Tactics
  • 35. 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
  • 36. Bottom Line
    • Approach each EU country uniquely
    • Build a unique business
  • 37. Further Reading
    • http://delicious.com/ordnas/marketing_eu
  • 38. Thank you!
    • Email:
    • sandro (dot) groganz (at) initmarketing (dot) com Twitter: @ordnas
    • www.initmarketing.com