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Competing with Giants - How to Win With Drupal vs. Proprietary Alternatives

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Business & Strategy




      Competing With Giants
How to Win with Drupal vs Proprietary Alternatives



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Objectives for
        Session

• Explore market opportunity for Drupal
• Review how analysts perceive Drupal
• Discuss ho...

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Competitive
landscape is shifting
as Drupal enters the
     Enterprise

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Competing with Giants - How to Win With Drupal vs. Proprietary Alternatives

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Drupal has become a serious player in the enterprise market, encountering a new set of competitors along the way.

Free software alone isn't enough for most larger organizations to choose Drupal. The technical selection process is more intensive, with many more stakeholders influencing the decision process. Additionally, enterprises rely on guidance from industry analysts and their peers to create their short list of potential options to consider. Raising the visibility of Drupal's strengths and success stories is critical to competing effectively in the enterprise market.

At Acquia, we spend a great deal of time helping organizations understand the power of both Drupal and the community, and why this combination is what makes Drupal the best choice for high performance organizations serious about the social web. In this session, we'll share our experiences discussing Drupal with the analyst community and with senior executives. We'll share lessons we've learned when Drupal has lost during the technical selection process, and how we, as a community, can work together to improve our chances in the future.

Drupal has become a serious player in the enterprise market, encountering a new set of competitors along the way.

Free software alone isn't enough for most larger organizations to choose Drupal. The technical selection process is more intensive, with many more stakeholders influencing the decision process. Additionally, enterprises rely on guidance from industry analysts and their peers to create their short list of potential options to consider. Raising the visibility of Drupal's strengths and success stories is critical to competing effectively in the enterprise market.

At Acquia, we spend a great deal of time helping organizations understand the power of both Drupal and the community, and why this combination is what makes Drupal the best choice for high performance organizations serious about the social web. In this session, we'll share our experiences discussing Drupal with the analyst community and with senior executives. We'll share lessons we've learned when Drupal has lost during the technical selection process, and how we, as a community, can work together to improve our chances in the future.

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Competing with Giants - How to Win With Drupal vs. Proprietary Alternatives

  1. 1. Business & Strategy Competing With Giants How to Win with Drupal vs Proprietary Alternatives Bryan House Vice President, Product Marketing Acquia @bryanhouse
  2. 2. Objectives for Session • Explore market opportunity for Drupal • Review how analysts perceive Drupal • Discuss how to position Drupal to win • Explore how you can help
  3. 3. Competitive landscape is shifting as Drupal enters the Enterprise
  4. 4. Perception is Reality “If you are looking at both (Adobe) CQ5 and Drupal, then one of us is in the wrong place.” Adobe lead SEs in customer meetings, 2011
  5. 5. Who is the Enterprise? “Global 10,000” • More than 2,500 employees • Greater than $500M revenues • Actually approximately 14,000 businesses worldwide
  6. 6. Who is the Enterprise? Well defined procurement processes Multiple decision influencers • Technical stakeholders • CIO & CTO, architects, sysadmins, development, devops • Business stakeholders • CMO, department heads, content contributors
  7. 7. What are Enterprises Trying to Accomplish? • Publish & organize rich content quickly • Manage collections of sites • Build communities to support ad hoc business activities
  8. 8. What are Enterprises Trying to Accomplish? Marketing Challenges (CMO) • Mobile optimized experiences • Harness social media • Mass personalization / testing • Translation • Managing digital assets • Marketing dashboards / reporting
  9. 9. What are Enterprises Trying to Accomplish? Marketing Challenges (CMO) IT Challenges (CIO) • Mobile optimized experiences • Mobile app development • Harness social media • Big data / web scale • Mass personalization / testing • Increase return from analytics • Translation • Localization costs / quality • Managing digital assets • Content distribution services • Marketing dashboards / • Platform integration / ecosystem reporting
  10. 10. Yet, Most Look Like This
  11. 11. Or, More Likely, This... •Duplication of content •Disparate sources •Disconnected reporting •Islands of excellence
  12. 12. What The Business Wants
  13. 13. What IT Wants To Deliver Corporate Product Site Marketing sites Microsites Community Other sites sites Collaboration Departmental Intranet Sites
  14. 14. Address Wide Range of Web Needs [scale] Product Sites Corporate Sites “Marketing” Sites [complexity & longevity]
  15. 15. For many, its not simply a choice between open source options
  16. 16. Market Opportunity Social Software $1,257M WCM / CMS $1,740M 2014 Cloud-Delivered Content & Social $1,499M Social Software WCM Cloud Content & Social CAGR 16.8% CAGR 14.3% CAGR 19.8% Sources: Gartner. Market Trends: Worldwide Web Content Management Market Is Driven by Enhancements to Online Channels, 2010. November 2010 Gartner. Market Trends: Convergence Restructuring the Enterprise Social Software Market, Worldwide 2010. November 2010 Gartner. Forecast Analysis: Software as a Service, Worldwide, 2009-2014, Update. November 2010
  17. 17. Competitive Landscape is Changing Fast Mkt Cap: $17B Mkt Cap: $150B Mkt Cap: $48B Mkt Cap: $21B Mkt Cap: $3B Mkt Cap: $239B
  18. 18. Web Content Management / CMS Market
  19. 19. Gartner WCM Magic Quadrant 2011 Drupal doesn’t make the list Why? • Minimum threshold - $10M in revenue • How to measure in an open source ecosystem? Gartner Magic Quadrant for Web Content Management 2011
  20. 20. The Forrester Wave: Web Content Management For Online Customer Experience Again, Drupal doesn’t make the list Why? • Minimum threshold - $25 million in revenue • 100+ customers with >1,000 employees • “Interest from Forrester Clients” The Forrester Wave: Web Content Management For Online Customer Experience Q3 2011
  21. 21. Real Story Group Web CXMS Platforms Cross-Check 2012 Drupal “...designed explicitly for community-generated content, combining social interaction and web publishing into one platform” Cult-like mindshare • Architectural shortcomings - configuration management • Ongoing delays with modernizing key modules Real Story Group: 2012 Web Content & Experience Management Systems Market Analysis 2012
  22. 22. Social Software / Community Software Market
  23. 23. Gartner Magic Quadrant for Social Software in the Workplace Drupal a “Visionary” Criteria? • $5M revenue • 15 current customers • 100,000 active internal users (seats) • 4 organizations with 5,000 active users willing to provide references Gartner Magic Quadrant, Social Software in the Workplace 2011
  24. 24. Gartner Magic Quadrant for Externally Facing Social Software Drupal a “Visionary” Criteria? • $5M revenues • 500,000 active users (seats), explicitly does not apply to open source • 5 organizations with 5,000 active users willing to provide references Gartner Magic Quadrant for Externally Facing Social Software, 2011
  25. 25. Forrester Community Platform Wave Only 5 vendors Criteria? • 50% of clients deploy for customer-facing communities • 20% of install base has > $1B annual revenue • Several communities with at least 250,000 members Forrester Wave: Community Platforms, Q2 2010
  26. 26. How The Analysts See Drupal Strengths • Community-oriented publishing and communication • Lightweight core, extensible via vast array of modules • Dynamic web application development framework • Placeless delivery - content services approach to content organization
  27. 27. How The Analysts See Drupal Weaknesses • Lack of configuration management tools • Weak content staging support • Not a fit for formal editorial approval processes • Too few enterprise success stories
  28. 28. How To Impact Analyst Coverage of Drupal Share success stories Talk about your Drupal implementations Ask the analysts about Drupal
  29. 29. Implications Drupal is becoming a first class citizen in an enterprise web infrastructure but, clearly room for improvement...
  30. 30. How to position Drupal to win
  31. 31. where cost and speed to market are both critical factors, open source software can play a key role in helping organizations develop the capabilities they need to achieve high performance quickly and at reduced cost
  32. 32. Shift to Content Services • From self-contained, page-centric applications to content services frameworks • Modular, flexible architecture to support rapid application development • RESTful services - core infrastructure of the Web
  33. 33. How Drupal Manages Content Views References blog wiki web Content post entry page video image media Nodes
  34. 34. Dynamic Content Organization • Free of hierarchical folder / site map approach to content organization • Content service-level controls • Vocabulary driven organization
  35. 35. How Drupal Organizes Content Content Tagging
  36. 36. How Drupal Organizes Content Content Tagging
  37. 37. How Drupal Organizes Content Users% Site Subscrip,ons% Visitors Content Tagging
  38. 38. How Drupal Organizes Content ✓! ✓! Site ✓! Visitors Content Tagging
  39. 39. How Drupal Organizes Content ✓! Users% ✓! Site Subscrip,ons% ✓! Visitors Content Tagging
  40. 40. Content Services Delivery is Drupal’s Competitive Advantage “Good support for ‘placeless’ delivery and reuse of richly tagged content” Real Story Group
  41. 41. Assembled Web Experiences Architecture to rapidly “assemble” experiences from building-blocks instead of code sites from scratch. Drupal core Drupal + recommended Solution modules Distributions
  42. 42. Content-Rich Web Experiences profiles / content friends (micro) rich blogging media UGC Social Publishing templates analytics workflow taxonomy groups Drupal social mobile tagging
  43. 43. 700,000 strong!
  44. 44. How Does Open Source Development Work? • Who owns the code? • How do I know it will be updated? • Who “pays” for development of new features? • Do I have to contribute custom code back? • What’s in it for me to contribute code back to the community?
  45. 45. Case studies: Where Drupal wins
  46. 46. Situation Result • 60+ websites • Killed in-progress project, shifted to Drupal • Approaching end of 2 year, 8 figure project • Focused on agile dev, with proprietary quick wins for business system • Access to source code & • Falling short of thriving community were business requirements key decision factors prior to launch
  47. 47. Global Pharmaceuticals Company Situation Result • Hundreds of websites • Selected Drupal as their global Web platform • Dozens of CMS’s • Building mobile brand • Using Drupal in one sites in 1/4 of time of division, multiple sites proprietary system • Global evaluation process • Can build new sites in - Oracle Fatwire - Salesforce half the time it takes for - DNN internal deployment review
  48. 48. Multnomah County, Oregon Situation Result • Existing Vignette user • Pilot Drupal project • Difficult to use, lots of • Extended feature set training • Turnkey site launches • Incremental costs for • Improved site image resizing, media performance & uptime handling, DocMgmt • Significant cost • Upgrading sites > 1 reduction year
  49. 49. Community Powered. Innovation. more capabilities flexible architecture faster time to market better value
  50. 50. You Can Help This Year! Gartner Magic Quadrants: Global 2,000 • Web Content Management • >1,000 employees • Social Software in the Workplace • >$1B revenue • External Social Software Communities with: Forrester Waves: • >5,000 active users • Web Content Management Wave • >250,000 members • Community Platforms Wave
  51. 51. You Can Help This Year! Real Story Group • Analysts - Tony Byrne, Adriaan Bloem, Kas Thomas • feedback@realstorygroup.com Econsultancy in UK • Global CMS Report • E-Commerce Platform Buyer’s Guide Idealware • Open Source CMS Report - for Non Profit sector IDC • Covers both WCM and Social Software • Mike Fauscette, @mfauscette Altimeter Group
  52. 52. Thank You Contact: Bryan House | bryan@acquia.com | @bryanhouse
  53. 53. What did you think? Locate this session on the DrupalCon Denver website http://denver2012.drupal.org/program Click the “Take the Survey” link. Thank You!
  54. 54. Drupal Social Publishing Platform Open source, social publishing phenomenon. Market Size [1,000,000+ sites] Innovation [15,000+ modules] Community [700,000+ members] [ “… is as much a Social Software platform as it is a web content management system.” ] Real Story Group, The Web CMS Report 2010
  55. 55. Real Story Group 2009 Categorization 2010 Categorization Complex Enterprise Enterprise Platform Upper-range Upper-Tier Platforms Mid Market Mid-Range Platforms Mainstream Mid Market Mid-Range Products Challengers Hosted Services Commercial Simpler Products Open Source Community Open Source
  56. 56. Real Story Group 2009 Categorization 2010 Categorization EMC Documentum, EMC Documentum, Vignette, Complex Enterprise OpenText Vignette, IBM, Enterprise IBM, Interwoven, OpenText, Oracle Platform Autonomy / Interwoven, Oracle Percussion, CoreMedia, Day, Percussion, CoreMedia, Day, Upper-range Upper-Tier FatWire, Mediasurface, SDL FatWire, Mediasurface, SDL Tridion Platforms Tridion Drupal, Hippo, Refresh, Atex Polopoly, Alterian CME, Mid Market Ektron, Escenic, Ingeniux, Microsoft, PaperThin, Sitecore Mid-Range Platforms Microsoft, Open Text Web Mainstream Solutions, Plone, Sitecore, Typo3, Vyre e-Spirit, Hannon Hill, Refresh, Clickability, CrownPeak, e- Mid Market TerminalFour, Alterian, Enonic, Spirit, Hannon Hill, Refresh, EPiServer, GOSS, Lyris, Mid-Range Products Ektron, Escenic, eZ Publish, Challengers Telerik, Vyre Ingeniux, Enonic, EpiS, GOSS CrownPeak, OmniUpdate, Hosted Services Clickability Alterian CMC, Wordpress, DotNetNuke, Joomla, Commercial Alfresco, Hippo, DotNetNuke, eZ Systems, Magnolia Simpler Products Kentico, OmniUpdate, Open Source OpenCMS, PaperThin, Telerik, TerminalFour Community Drupal, Joomla, OpenCMS, Open Source Plone, TYPO3
  57. 57. Real Story Group 2009 Categorization 2010 Categorization EMC Documentum, EMC Documentum, Vignette, Complex Enterprise OpenText Vignette, IBM, Enterprise IBM, Interwoven, OpenText, Oracle Platform Autonomy / Interwoven, Oracle Percussion, CoreMedia, Day, Percussion, CoreMedia, Day, Upper-range Upper-Tier FatWire, Mediasurface, SDL FatWire, Mediasurface, SDL Tridion Platforms Tridion Drupal, Hippo, Refresh, Atex Polopoly, Alterian CME, Mid Market Ektron, Escenic, Ingeniux, Microsoft, PaperThin, Sitecore Mid-Range Platforms Microsoft, Open Text Web Mainstream Solutions, Plone, Sitecore, Typo3, Vyre e-Spirit, Hannon Hill, Refresh, Clickability, CrownPeak, e- Mid Market TerminalFour, Alterian, Enonic, Spirit, Hannon Hill, Refresh, EPiServer, GOSS, Lyris, Mid-Range Products Ektron, Escenic, eZ Publish, Challengers Telerik, Vyre Ingeniux, Enonic, EpiS, GOSS CrownPeak, OmniUpdate, Hosted Services Clickability Alterian CMC, Wordpress, DotNetNuke, Joomla, Commercial Alfresco, Hippo, DotNetNuke, eZ Systems, Magnolia Simpler Products Kentico, OmniUpdate, Open Source OpenCMS, PaperThin, Telerik, TerminalFour Community Drupal, Joomla, OpenCMS, Open Source Plone, TYPO3

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