This document outlines marketing strategies for developing countries using Brazil as a case study. It begins by analyzing Brazil's context through social, political, cultural, economic, geographic lenses. Some key facts about Brazil are provided, such as its large population and number of desktop computers. The document then examines Brazil's economy, noting costs of goods like soy and sugar. It discusses how adopting open source software could save Brazil billions annually. Social factors like employment and small business opportunities are considered. The document proposes forming local user groups in each state to promote open source adoption. It evaluates progress and discusses revising processes to engage more universities and multipliers.

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/