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Presentation Overview What is open source anyway? Open vs. Proprietary Mozilla Firefox Perspective for marketers Question sessions

Concepts and Applications Cola Beer Hardware Software Design Journalism Politics Yoga Marketing Open source is Access to the source Availability for modifications Permission to distribute Community Effort

Proprietary Software Copyright, Licences, Patents Source protection Software is licensed

Bazaar Linux The Open Source Process Cathedral GNU

The Open Source Process cont’d Pyramid process Everyone can contribute Fork Peer Competition and Reputation

Case Study Mozilla Firefox - History Started on the Mozilla Suite based on Netscape Initially developed by Hyatt and Ross Born as a fork against Software bloat Phoenix – Firebird – Firefox (1.0 Released 11/2004)‏ Based on XUL User Interface Markup Language

Case Study Mozilla Firefox - Numbers - +25 million downloads in the 99 days after the initial 1.0 release A year later Firefox had its 100 millionth download 11/05 Firefox 1.5 was launched with 2 million download in 36 hrs 12/05 Enters Top ten Global Brands

- +25 million downloads in the 99 days

after the initial 1.0 release

A year later Firefox had its 100 millionth download

11/05 Firefox 1.5 was launched with 2 million

download in 36 hrs

12/05 Enters Top ten Global Brands

Case Study Mozilla Firefox - The Brand

Open Source Marketing Consumer access the source i.e. the Brand Marketers dialogue with consumers and co-produce ads Communication is real not constructed Brands are not proprietary

Open Source Marketing Applications - 1

Question time

Reference Raymond, E.S. 1999. The Cathedral & the Bazaar , O’Reilly Torvalds, L. and Diamond, D. 2001 J ust for fun : the story of an accidental revolutionary HarperBusiness New York Weber, S. 2004 The Success of Open Source Harvard University Press, Cambridge USA http://en.wikipedia.org/wiki/Mozilla_firefox http://en.wikipedia.org/wiki/History_of_Mozilla_Firefox http://en.wikipedia.org/wiki/Open_Source opensource.org/docs/definition.php http://www.collaboratemarketing.com/open_source_marketing/ http://www.cluetrain.com/ www.firefoxflicks.com

Raymond, E.S. 1999. The Cathedral & the Bazaar , O’Reilly

Torvalds, L. and Diamond, D. 2001 J ust for fun : the story of an accidental

revolutionary HarperBusiness New York

Weber, S. 2004 The Success of Open Source Harvard University Press,

Cambridge USA

http://en.wikipedia.org/wiki/Mozilla_firefox

http://en.wikipedia.org/wiki/History_of_Mozilla_Firefox

http://en.wikipedia.org/wiki/Open_Source

opensource.org/docs/definition.php

http://www.collaboratemarketing.com/open_source_marketing/

http://www.cluetrain.com/

www.firefoxflicks.com