The informal description:
The enterprise software market is in the midst of a major structural shift. Open source is a change in the conduct of the market – it’s not about ideology. If we understand why this is happening, we can figure out how to respond. The firms that develop a strategy to deal with the new market realities and open source will be the ones who make money.
The others, not so much.
The formal one from the conference:
Why open source? Why now? What should a software vendor do in a commodifying market? This presentation explains how an open source strategy can work in today's business intelligence market and what values are "better than free." He explains the range of options available to a vendor, the situations where value can develop, the risks and the rewards. Madsen will also give examples of the rationale for and benefits of partnering with or using open source.