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

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Sandro Groganz: Founder, Principal of InitMarketing, the Open Source Marketing Company.

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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

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