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1 How Open is Eating the World (and what it means for marketing) Gordon Haff Cloud Evangelist Red Hat 4 May 2013
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How Open is Eating the World (Gordon Haff) ProductCamp Boston May 2013

May 12, 2015

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How Open is Eating the World (and What it Means for Marketing)

Open source has been one of the biggest stories in the world of software over the past decade and more. And, today, the principles underpinning the open source software movement are cropping up in more and more different forms in more and more different places. If you have any connection to marketing in just about any field, these trends are affecting you.

This presentation will take you through what open source really means. (Hint, it's not just free software.) It will discuss the bigger trends around openness and collaboration. And it will look at some of the business model implications, both of working with open and competing with it.

This presentation will have a broader scope and will focus less on the technical aspects, but it will have common threads with this one that I presented at the Linux Collaboration Summit in San Francisco earlier in April: http://bitmason.blogspot.com/2013/04/my-presentation-from-linux.html
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Page 1: How Open is Eating the World (Gordon Haff) ProductCamp Boston May 2013

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How Open is Eating the World (and what it means for marketing)

Gordon Haff Cloud Evangelist Red Hat 4 May 2013

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About Me

•  Red Hat Cloud Evangelist

•  Twitter: @ghaff

•  Google+: Gordon Haff

•  Email: [email protected]

•  Blog: http://bitmason.blogspot.com

•  Flickr: http://www.flickr.com/photos/bitmason/

•  Formerly: Illuminata (industry analyst), Data General (minicomputers/Unix/NUMA/etc.), shareware developer

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“The open-source movement is a free speech movement. Source code looks like poetry, but it’s also a machine — words that do. Unix opens up the discourse in the machinery because the words in Unix literally cause action, and those actions will cause other actions.”

John Gage Mario Savio at Berkeley 1964

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“When we call software ‘free,’ we mean that it respects the users' essential freedoms: the freedom to run it, to study and change it, and to redistribute copies with or without changes. This is a matter of freedom, not price, so think of ‘free speech, not ‘free beer.’”

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Software Freedom Was ~= Open Source

•  Early Unix source code was widely shared

•  Mechanisms to share file and communicate electronically were available in relevant communities

•  Source code was useful to port between incompatible hardware

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The Old Ways Matter Less But Open Still Matter a Great Deal

Copyright 2008 Illuminata, Inc.

•  Standards

•  Community

•  Collaboration

•  Content

•  Cloud

•  APIs

•  Data & Decisions

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Flickr/CC by Sebastiaan ter Burg http://www.flickr.com/photos/ter-burg/5520203986/

Community Matters: The Open Source Development Model

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A Trend Towards Permissive Licensing

•  Proven success of development model

•  Commercialization

•  Increased emphasis on communities

Source: Donnie Berkholz, RedMonk, April 2013

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Flickr/CC by http://www.flickr.com/photos/photohome_uk/1494590209/

Standards Enable New Ways of Doing Things

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Collaboration: The Wisdom of Crowds

Francis Galton: “The average competitor was probably as well fitted for a just estimate of the dressed weight of an ox, as an average voter is of judging the merits of most political issues on which he votes.”

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WITHIN ONE

POUND

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1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Oscar contest results: 3 year moving averages

Mean

Consensus

Winner Score

Median

Data courtesy Steve Meretzky

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DATA Data is the new oil? But widespread availability of “open data” Data ownership and use

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Jer Thorpe: Making Data “More Human”

•  People need to understand and experience data ownership

•  We need to have a more open conversation about data and ethics

•  We need to change the way that we collectively think about data, so that it is not a new oil, but instead a new kind of resource entirely

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The Expression of Emotions in 20th Century Books Acerbi, Lampos, Garnett, Bentley

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The Rise of the Accidental Sensor?

Eric Fischer, http://www.flickr.com/photos/walkingsf/4671581511/in/set-72157624209158632

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Open Content

(Under GNU Free Documentation License)

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Source: GOOD, http://blog.programmableweb.com/wp-content/good-apitimeline.png

APIs Increasingly Central to App Development

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What Does “Open” Mean?

•  “Open access”

o  Anyone can use it but data in and out controlled by company offering the service (Facebook Open Graph API)

•  API that leverages open standards such as XML and HTTP

o  Leverage best practices but aren’t necessarily themselves open

•  Open standard APIs

o  Clear definition that can be utilized by multiple providers in an interoperable way (OpenID, AtomPub)

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John Musser: What Makes a Great Open API?

•  A valuable service

•  A plan and a business model

•  Simple, flexible, easily adopted

•  Managed and measured

•  Great developer support

http://www.slideshare.net/jmusser/what-makes-a-great-open-api

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“Smartphone Wars”: Oracle v. Google

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The Mobile Web. Or are App Stores Evil? (One Aspect of “Cloud”)

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Are App Stores a Passing Fad?

Probably not… Monetization, distribution, retailing, functionality

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TWELVE INTERSECTIONS

WITH MARKETING

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1. You Can Sell Open

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2. You May Compete with Open Directly

http://www.flickr.com/photos/bostontx/4461314652/

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3. You WILL Compete with Those Using Open

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4. Your Customers are Conversing in the Open

http://www.businessinsider.com/13-epic-twitter-fails-by-big-brands-2012-2?op=1

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5. There are Business Opportunities to Aggregate, Curate, Share, and Augment Open Data

http://www.deloitte.com/assets/Dcom-UnitedKingdom/Local%20Assets/Documents/Market%20insights/Deloitte%20Analytics/uk-insights-deloitte-analytics-open-data-june-2012.pdf

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6. Open Decreases Innovation Friction

OpenStack Grizzly release commits by company Source: Bitergia, April 2013

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7. Bundling is Increasingly Ineffective

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8. Pull Marketing can be Much More Important

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9. Openness can be a Valued Feature

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10. Your Customers are in Control

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11. Data Matters: The Good

•  Data makes better decisions possible

•  Data as new oil?

•  You can know your customer better

•  Explosion of available information and data

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12. Data Matters: The Bad

•  You have to use data (and do so intelligently)

•  Customer data can raise (real and perceived) privacy concerns

•  Drowning in data

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QUESTIONS & LEARN MORE

MY INFO

Twitter: @ghaff

Google+: Gordon Haff

Email: [email protected]

Blog: http://bitmason.blogspot.com

RED HAT

www.redhat.com/solutions/cloud

Google+: Red Hat Open Hybrid Cloud