Strategie Di Marketing Per Il Lancio Di Un Nuovo Prodotto Il Caso Gentilini.
Uno studio sulle strategie di marketing e comunicazione per il software libero
-
Upload
davide-taibi -
Category
Business
-
view
304 -
download
0
Transcript of Uno studio sulle strategie di marketing e comunicazione per il software libero
U N I V E R S I T À D E G L I S T U D I D E L L’ I N S U B R I A
D AV I D E TA I B I
Uno studio sulle strategie di marketing e comunicazione per il software libero
OPEN SOURCE SUMMER SCHOOL 2012
1
Outline
� Case study on marketing and communication aspect
� Comparison between communication models adopted by OSS producers
22/06/12 CONFSL 2012 Davide Taibi
2
CSS Distribution and Marketing
- Sof
twar
e un
bund
led
from
har
dwar
e
- Sof
twar
e pa
ckag
es
- Tria
l Sha
rew
are
- Sof
twar
e re
posi
torie
s
- GN
U p
roje
ct
- Lin
ux
- Ope
nOffi
ce
- Lib
reO
ffice
Traditional Marketing
Social Media Marketing
22/06/12 CONFSL 2012 Davide Taibi
3
Open Source Producers
� Corporate Distributions ¡ Industries ¡ SMEs
� Open Communities
� Sponsored
22/06/12 CONFSL 2012 Davide Taibi
4
Product Development, Marketing and Communication
Idea generation Idea screening Concept
developement and testing
Marketing Strategy Business analysis Commercialization
22/06/12 CONFSL 2012 Davide Taibi
5
Product Development
Idea generation • R&D department • Production Department • Sales Team • Employees • Customers • Competitors • External Sources • Market Research
Idea screening • Demand • Profitability • Payback period?
22/06/12 CONFSL 2012 Davide Taibi
6
The Case Study
� Semi-structured interview � Different roles interviewed
¡ CEOs ¡ Marketing director ¡ Sales Manager
22/06/12 CONFSL 2012 Davide Taibi
7
The interview
� Q1. Company information (#employees, revenue…) � Q2. How do you come up with ideas for new product/
features? � Q3. On what ground do you decide if develop product or
not? � Q4. How do you decide if a new product should be released
with an OSS license? � Q5. Which strategy do you take into account during the
lifecycle of a new product or service? � Q6. Which communication channels do you adopt?
22/06/12 CONFSL 2012 Davide Taibi
8
The interviewees
Company Employees FLOSS role
Engineering (CSS division)
6500
Engineering (OSS division)
50 Producer Integrator
Studio QWERTY 12 Integrator
Ubuntu (community) 400 Canonical 542 Community
Producer
22/06/12 CONFSL 2012 Davide Taibi
9
Engineering (CSS division)
How do you come up with ideas for new product/features? � ENG is a customer integrator. � Works only on job order
On what ground do you decide if develop product or not? � ENG do not applies marketing research � Only relies on customer’s feedbacks
22/06/12 CONFSL 2012 Davide Taibi
10
Engineering (CSS division)
How do you decide if a new product should be released with an OSS license? � ENG suggest its Business Units to adopt OSS in project
already approved by the customers. � BU are free to decide if adopt OSS or not. Which strategy do you take into account during the lifecycle of a new product or service? � Development phase: silence. � Once the product is ready: survey among customers to
evaluate the appreciation
22/06/12 CONFSL 2012 Davide Taibi
11
Engineering (CSS division)
Which communication channels do you adopt? � Company website
¡ SEO
� Magazines only for Public Administration � Conference and Fairs
22/06/12 CONFSL 2012 Davide Taibi
12
Engineering (OSS division)
How do you come up with ideas for new product/features? � IT marketing monitoring � Team Ideas � Job order
On what ground do you decide if develop product or not? � Only relies on customer’s feedbacks
22/06/12 CONFSL 2012 Davide Taibi
13
Engineering (CSS division)
How do you decide if a new product should be released with an OSS license? � OSS BU releases only 100% free/open source projects
Which strategy do you take into account during the lifecycle of a new product or service? � Development phase: pre announcements. � Once the product is ready: survey among customers to
evaluate the appreciation
22/06/12 CONFSL 2012 Davide Taibi
14
Engineering (CSS division)
Which communication channels do you adopt? � Company website
¡ SEO
� Every product has its own website � Social Network
¡ LinkedIn ¡ Twitter ¡ Facebook no longer used
� Magazines only for Public Administration � Conference and Fairs
22/06/12 CONFSL 2012 Davide Taibi
15
Studio QWERTY
How do you come up with ideas for new product/features? � Team Ideas
On what ground do you decide if develop product or not? � Ideas are submitted to marketing agency to analyze market
share.
22/06/12 CONFSL 2012 Davide Taibi
16
Studio QWERTY
How do you decide if a new product should be released with an OSS license? � We always adopt FLOSS license (when applicable)
Which strategy do you take into account during the lifecycle of a new product or service? � Development phase: slience � Once the product is ready: public event
22/06/12 CONFSL 2012 Davide Taibi
17
Studio QWERTY
Which communication channels do you adopt? � We mostly delegate communication to comm. Agency
¡ Newsletters ¡ Conferences
� We avoid web banners
� Social Network ¡ LinkedIn ¡ No incomes from social network anymore
� Website ¡ SEO
22/06/12 CONFSL 2012 Davide Taibi
18
Ubuntu Community
How do you come up with ideas for new product/features? � The enphasis is on introducing features to improve market share � Some features are developed by the users (eg. MyUnity) � New features defined independently from team responsible for
each component � New features have to be approved by technical board
On what ground do you decide if develop product or not? � Ideas and features added to the roadmap based on Ubuntu
project vision � Within ubuntu ideas are assessed by Mark Shuttleworth
22/06/12 CONFSL 2012 Davide Taibi
19
Ubuntu Community
How do you decide if a new product should be released with an OSS license? � Ubuntu is released as 100%OSS. � Canonical applies different licenses for some server side
components.
Which strategy do you take into account during the lifecycle of a new product or service? � No specific strategies during lifecycle � Events to present new features.
22/06/12 CONFSL 2012 Davide Taibi
20
Ubuntu Community
Which communication channels do you adopt? � Website � Social Media
¡ Twitter ¡ Facebook ¡ LinkedIn
� Online Magazines � Press release � Events
22/06/12 CONFSL 2012 Davide Taibi
21
Communication Channel Comparison
New Features ENG_CSS ENG_OSS QWERTY Ubuntu
On request (job order) " " " ""
Based on user's needs
" ""
""
Based on team's ideas
""
" "
Team decision Tested components developed by community
"
22/06/12 CONFSL 2012 Davide Taibi
22
Conclusions
22/06/12 CONFSL 2012 Davide Taibi
23
� Case studies on FLOSS marketing and communication models
� Differences from SME, Industries and Open Communities emerged
� New interviews just carried out ¡ 4 communities ¡ 10 SME ¡ 3 Industries
Q&A
This work is licensed under a
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License
24
22/06/12 CONFSL 2012 Davide Taibi