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A roadmap to World Domination
The good news is we will be dominating the desktop market in about 5 years.
This is me (photo of Sebas), I'm a geek and i like making money so he's studied business sciences. He made guidance.
Marketing is not promotion, although it involves promotion. In the past that was cluttered through the whle project so the Marketing Working Group is a single point for everything. The group is trying to keep track of tasks, people e-mail them, and tasks can get lost, they're trying to make sure that doesn't happen.
Approach is guerilla marketing, enabling the community to do stuff. Being able to download promotional folders. There are a lot of people going to events promoting stuff and they are helping them. The platform for that is spreadkde.org, which uses some of the same approaches as spreadfirefox does.
"Marketing people are arseholes" Kieft 2000
This is because marketing people make up the project you have to sell, they tell the developers what and when you have to sell something. That doesn't work with open source. The good thing is we are not arseholes.
Approach is participative, helping people, offering advice. KOffice needed help marketing their next release so they sat together and discussed how to do that. Not dictating features, developers decide that and marketing makes the best of it.
The scientific approach, you can check the PR is the results that are there. Bikeshedding is inefficient, that means a thread on the mailing list with 400 e-mails that don't add much, everyone has an opinion about marketing. Marketing is a science and has to be professional.
Low hanging fruit. Until a few months ago all the promotion and marketing was guesswork, people were waisting time, work was duplicated. Getting simple things right can help with our performance. Coherent messaging, "what does KDE say about X", so they try to get opinions, match that to coherent messenging and come up with a definitive stance. Documentation, getting involved with KDE is something you really need to learn. For events docs on how to do it, e.g. what to wear at Fosdem you can wear any offensive t-shirt but at LinuxWorld it's more important to wear a suit. For release promotion they did a visual guide, reached a lot of press including Linus Torvalds. There is a now a marketing guide to release promotion.
Mareting plan with various questions, what is our product? Is it a desktop environment, something on your computer, something that helps you get your work done..
Who do we want to market to? Individuals, corporations
When will be reach our goals. What are our tangile goals? In 5 years more than 50% of desktops will run KDE.
How can we reach our goals.
Show technology adoption lifecycle, technological enthisiasts (very small), visionaries (small), pragmatists (big), conservaitives (big), skeptics (smaller). From a book Crossing the Chasm. Chasm is between visionaries and pragmatists. Pragmatists means market leadership.
What is product? Generic product (desktop environment) and additional software. Also need support, training, installation, procedures... We need to have the whole thing available, to foster organisations to help us with the things we can't. We are not alone. Web Design site
Wikipaedia is a weath of knowledge for marketing by the way.
Goals? GNOME's is 10x10, a nice goal, measurable. You can ask yourself in 2008 are we on the way to reach that goal? Goegraphical markets? Doesn't fit much for KDE. Price is another marketing item that doesn't apply to KDE directly, how do we translate that? Hardware vendors is interesting, people are not going to install KDE on their computers so we need hardware vendors to put KDE on newly installed computers, simple but we need to convince people to do that. Mandriva and HP are working together in Latin America. (Scheme with Brazillion government is selling millions of computers.) China is another interesting place, one million people. Red Flag linux is based on KDE. In the near future there will be about 500 million computers based on KDE.
Communicaion channels, Magazines are nice. Write for magazines they put in screenshots, that would cost a lot as an advertisement. Very good.
Our website sucks, we should change that.
We're not doing TV commercials. Too costly and too wide market. Not a good channel.
Mouth to mouth is good. He's told friends to use KDE and some have switched.
But do homework first, these take time and energy and we have to make sure that is well spent.
KDE is moving towards professional techniques in organising non-technical tasks. Konqi is growing up. We have learned how to play the game and some companies are getting worried. Let's show our teeth.
Get involved, graphics needed, writers needed as most developers don't like writing websites. Web developers needed, since our website sucks. kde-promo@kde.org is the place to start.
Question why do Microsoft use TV adverts and yet they'd be no good for us.
How well do scientific marketing techniques apply to KDE since we don't sell a product. Quite well actually, maybe a good example is relationship marketing. He had the diagram of what's important to KDE.
What do you see as being the role of distributions? They work on support, procedures, installation, maybe training, also generic product.
How is KDE perceived by the average (Joe Slashdot) user, in comparison in Gnome? The answer to myths like too many config options and KDE being bloated. Aaron is working on a page on spreadkde to cover myths like that.
Does forcing people work? Of course, his mother was forced to use KDE and she still does.
KDE and Gnome marketing joining to market free desktop. We are not competing with Gnome, we don't care about their 2% market share, so they are friends. We have the shared goal of promoting the free software desktop.
Could we have a questionnaire that pops up after a month to ask for feedback. That's annoying though. Ubuntu has hardware quesionnaire, Kubuntu version could include questions on KDE. Suggestion that SuSE could have a link in khelpcentre.
The good news is we will be dominating the desktop market in about 5 years.
This is me (photo of Sebas), I'm a geek and i like making money so he's studied business sciences. He made guidance.
Marketing is not promotion, although it involves promotion. In the past that was cluttered through the whle project so the Marketing Working Group is a single point for everything. The group is trying to keep track of tasks, people e-mail them, and tasks can get lost, they're trying to make sure that doesn't happen.
Approach is guerilla marketing, enabling the community to do stuff. Being able to download promotional folders. There are a lot of people going to events promoting stuff and they are helping them. The platform for that is spreadkde.org, which uses some of the same approaches as spreadfirefox does.
"Marketing people are arseholes" Kieft 2000
This is because marketing people make up the project you have to sell, they tell the developers what and when you have to sell something. That doesn't work with open source. The good thing is we are not arseholes.
Approach is participative, helping people, offering advice. KOffice needed help marketing their next release so they sat together and discussed how to do that. Not dictating features, developers decide that and marketing makes the best of it.
The scientific approach, you can check the PR is the results that are there. Bikeshedding is inefficient, that means a thread on the mailing list with 400 e-mails that don't add much, everyone has an opinion about marketing. Marketing is a science and has to be professional.
Low hanging fruit. Until a few months ago all the promotion and marketing was guesswork, people were waisting time, work was duplicated. Getting simple things right can help with our performance. Coherent messaging, "what does KDE say about X", so they try to get opinions, match that to coherent messenging and come up with a definitive stance. Documentation, getting involved with KDE is something you really need to learn. For events docs on how to do it, e.g. what to wear at Fosdem you can wear any offensive t-shirt but at LinuxWorld it's more important to wear a suit. For release promotion they did a visual guide, reached a lot of press including Linus Torvalds. There is a now a marketing guide to release promotion.
Mareting plan with various questions, what is our product? Is it a desktop environment, something on your computer, something that helps you get your work done..
Who do we want to market to? Individuals, corporations
When will be reach our goals. What are our tangile goals? In 5 years more than 50% of desktops will run KDE.
How can we reach our goals.
Show technology adoption lifecycle, technological enthisiasts (very small), visionaries (small), pragmatists (big), conservaitives (big), skeptics (smaller). From a book Crossing the Chasm. Chasm is between visionaries and pragmatists. Pragmatists means market leadership.
What is product? Generic product (desktop environment) and additional software. Also need support, training, installation, procedures... We need to have the whole thing available, to foster organisations to help us with the things we can't. We are not alone. Web Design site
Wikipaedia is a weath of knowledge for marketing by the way.
Goals? GNOME's is 10x10, a nice goal, measurable. You can ask yourself in 2008 are we on the way to reach that goal? Goegraphical markets? Doesn't fit much for KDE. Price is another marketing item that doesn't apply to KDE directly, how do we translate that? Hardware vendors is interesting, people are not going to install KDE on their computers so we need hardware vendors to put KDE on newly installed computers, simple but we need to convince people to do that. Mandriva and HP are working together in Latin America. (Scheme with Brazillion government is selling millions of computers.) China is another interesting place, one million people. Red Flag linux is based on KDE. In the near future there will be about 500 million computers based on KDE.
Communicaion channels, Magazines are nice. Write for magazines they put in screenshots, that would cost a lot as an advertisement. Very good.
Our website sucks, we should change that.
We're not doing TV commercials. Too costly and too wide market. Not a good channel.
Mouth to mouth is good. He's told friends to use KDE and some have switched.
But do homework first, these take time and energy and we have to make sure that is well spent.
KDE is moving towards professional techniques in organising non-technical tasks. Konqi is growing up. We have learned how to play the game and some companies are getting worried. Let's show our teeth.
Get involved, graphics needed, writers needed as most developers don't like writing websites. Web developers needed, since our website sucks. kde-promo@kde.org is the place to start.
Question why do Microsoft use TV adverts and yet they'd be no good for us.
How well do scientific marketing techniques apply to KDE since we don't sell a product. Quite well actually, maybe a good example is relationship marketing. He had the diagram of what's important to KDE.
What do you see as being the role of distributions? They work on support, procedures, installation, maybe training, also generic product.
How is KDE perceived by the average (Joe Slashdot) user, in comparison in Gnome? The answer to myths like too many config options and KDE being bloated. Aaron is working on a page on spreadkde to cover myths like that.
Does forcing people work? Of course, his mother was forced to use KDE and she still does.
KDE and Gnome marketing joining to market free desktop. We are not competing with Gnome, we don't care about their 2% market share, so they are friends. We have the shared goal of promoting the free software desktop.
Could we have a questionnaire that pops up after a month to ask for feedback. That's annoying though. Ubuntu has hardware quesionnaire, Kubuntu version could include questions on KDE. Suggestion that SuSE could have a link in khelpcentre.
Contributors to this page: Anonymous
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Page last modified on Thursday 30. August 2007 [12:22:05 UTC] by Anonymous.
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