1. Marketing Strategies for
Developing Countries
The BrOffice.org Case
Claudio Filho
Lead of pt-BR NLP
BrOffice.org/OpenOffice.org

2. Understanding the country
● Analysis of context:
● Social;
● Political;
● Cultural;
● Economic.
● Geographic;
● Evaluating the situation;
● PDCA – Plan, Do, Check, Act.

3. Understanding the Brasil
Geographic situation
Numbers:
● 27 states;
● 5.507 cities;
● ~ 200 M people;
● 60 M desktops.

4. Understanding the Brazil
Economic analysis
● The cost of box is
R$ 1.500,00
EUR 675,00

5. Understanding the Brazil
Economic analysis
~ 2,4 ton of soya
~21 @ / 315 Kg
(almost a cow!)
~ 1,9 ton of corn
~1,6 ton of sugar

6. Economic analysis
Saving money
~ EUR 1 Bi/year
For papers?!?!
~ EUR 1 Bi/year
For papers?!?!

7. Social analysis
Market
● First job
● Depends of know
basic informatics;
● Opportunities for
small and medium
IT companies to
grow

8. Social analysis
Consumption chain
Neighborhood
taxes
●Federal
●State
●Municipal
BENEFITS TO
SOCIETY!
Industry:
50 desktops x R$ 1500,00 / license = R$ 75000,00 / year;
1 employer = R$ 600,00 brute/CLT/month =
R$ 1.200,00 / month / company = R$ 14.400 / year;
~ 5 employers / year
● Gas station
● Drugstore
● Local Market
(food, clothes, etc.)

9. Understanding the Brazil
Cultural Issues
● More downloads,
less books
● Costs x
Investments –
same thing ?!?
● Historical
dependence
● Population
characteristics
http://www.flickr.com/photos/eclecticlibrarian/386743707/
http://www.flickr.com/photos/ryanrocketship/3429583459/
http://www.flickr.com/photos/amsterdamned/1011990343/
$ ??$ ?? $ !!$ !!

10. Understanding the Brazil
Political points
● Brazil votes “NO!” to OpenXML in ISO;
● Brazil did a national spec of ISO 23.600
– ODF – in its national board, the ABNT;
● Government invest in an Interoperability
Guide – the e-PING, where the
standard format is the ODF;
● Created the “Brasilia ODF Protocol”;
● Government supports the FLOSS
initiative – Normative Instruction 4.

11. Evaluating the situation
International Community
NGO
Local
Community
Projetcs
Product
New
Users

12. PDCA !!!
http://commons.wikimedia.org/wiki/File:PDCA-Cycle.png

13. Plan
● How arrives in all part of society?
Government, market, final user
● What are good actions to do for get
more users and consumers? And
volunteers ??
● Who use office suite? How show for
them about BrOffice.org?

14. PDCA !!!
Do
● Projects
● Escritório aberto, CoGrOO, Vero, Docs, etc
● User group of BrOffice.org - GUBRO
● BrOffice.org Magazine and Clipping

15. Do
Local user groups
● Each state have one, with some goals:
● Monitoring and Legislation;
● Social Inclusion;
● Universities;
● Events.

16. Check
● All state initiatives are shared in the
national list;
● Some states yet haven't user groups;
● Some states have one or two
workgroups running;
● Integrate the numbers.

17. PDCA !!!
Act
● Need revision in some process;
● Some states need help to understand some
process;
● To establish some goals for user groups, like
the “State BrOffice.org Meeting” or
universities contacted by semester;
● Rethink some things like how get more
multipliers (e-learn ?)

18. Questions ?
Special thanks for
Community and NGO
http://www.flickr.com/photos/crystaljingsr/3914729343/