LWN.net Weekly Edition for September 30, 2004

Marketing OpenOffice.org

It is a rare free software development project which feels the need - or has the resources - to develop a 50-page strategic marketing plan. OpenOffice.org is anything but an ordinary project however. Its Strategic Marketing Plan 2010 is available in a glossy, printer-stressing PDF format; those wishing to support the project can also buy the plan in book format for $7.95. In many ways, the OpenOffice.org plan resembles many other, similar documents which have been putting meeting attendees to sleep for years. It is very much worth a read, however; it offers a view into the project's ambitions and worries for the coming years.

OpenOffice.org cannot be faulted for lacking ambition: the marketing plan calls for a 50% penetration rate by 2010. There is a little table which reads a bit like a Bush administration budget forecast - usage is supposed to jump from 35% to 50% between 2009 and 2010. By the end of 2004, the project will be satisfied with 2% penetration. Getting that many users will be a challenge, so much of the plan concerns itself with how OpenOffice.org will find them. There is a big emphasis on establishing OpenOffice.org as a global brand. The project has also singled out seven target markets which, it thinks, are especially ready for a jump to OpenOffice.org:

• Governments - with an emphasis on developing countries. Reading between the lines, it appears that OpenOffice.org does not wish to compete with Sun's StarOffice sales in richer countries.

• Education. As a way of competing with Microsoft's education programs, which target teenagers, OpenOffice.org's plan suggests trying to hook kids when they are seven or eight years old.

• Public libraries - especially smaller ones without lots of extra cash.

• Non-profit organizations.

• Small and medium-sized businesses.

• Original equipment manufactures, who should be encouraged to bundle OpenOffice.org with their systems.

• Linux distributors; OpenOffice.org would like to have its software shipped with every general-purpose distribution.

To push OpenOffice.org into these markets, the project has a whole set of "marketing contacts," is working on promotional materials, and has a set of development goals, such as the creation of "OEM kits." Feeding the demand side of the equation is very much at the core of the OpenOffice.org plan.

There are some interesting things which are missing. In its introduction, the plan states:

This would clearly be a good thing for OpenOffice.org to do. The marketing plan does not really address this goal again, however. Raising funds appears to not be a part of this plan at all. There also appears to be little concern about marketing OpenOffice.org to developers. By most accounts, the bulk of OpenOffice development is still done by Sun engineers, and the project remains difficult for new developers to approach. Forks like ooo-build have appeared in response to developer frustrations, and Sun's ties to Microsoft have recently led to Bruce Perens calling for developers to not donate their code to the project. If OpenOffice.org cannot get past this marketing problem, it will have a hard time achieving self-sufficiency and its usage goals.

The project's relationship with Sun is a recurring issue in this document. Clearly, as long as OpenOffice.org is dependent on Sun for funding and developers, one of its priorities must not be marketing to users, but marketing itself to Sun. Thus, the plan worries:

and recommends that:

OpenOffice.org has to step carefully around its patron. So there are no plans to try to "sell" OpenOffice.org into large businesses and other places where Sun is trying to do deals involving StarOffice. A fair amount of new OpenOffice.org functionality is being written in Java, which creates problems for some Linux distributors - there is no free, certified Java runtime which can be shipped to run that new code. So OpenOffice.org's plan contemplates the creation of a "Java-free" configuration (something the distributors have been doing for a while), but there is no thought given to making it all work with a free, non-certified runtime engine.

The plan spends some time contemplating the threats faced by the project. These include confusion with StarOffice, the fact that others can fork the project, missing functionality (email, web browsing, group calendars, etc.), and software patents. The biggest threat seen by the project, however, is clearly Microsoft; somehow the planners have gotten the idea that Microsoft might not just stand by and watch while OpenOffice.org grabs the 50% of the market it covets. The project intends to respond by making migration from Microsoft products even easier, stressing the "full functionality for free" nature of the software, and targeting users who are facing forced upgrades or who fear license compliance audits.

There is one threat which is not even mentioned by the plan, however: other free software projects. Names like AbiWord, Gnumeric, Scribus, KOffice, etc. simply do not appear at all. Some of these are, perhaps, shrugged off by proclaiming that OpenOffice.org is the only free integrated office suite - though the KOffice developers might disagree. It can also only be true that the OpenOffice.org developers do not wish to upset parts of the free software community by overtly tagging them as competitors and making plans on how to beat them. The fact remains, however, that a number of free "productivity" tools exist, and many of them are held, by some users at least, to be superior to the corresponding parts of OpenOffice.org. These tools will not go away; a "strategic marketing plan" that aims for 50% penetration while ignoring the other free alternatives runs a real risk of an unpleasant collision with reality as things play out.

It is worth noting that the plan is not in its final form; this is, in fact, the first public release, which was intended to encourage discussion and debate at OOoCon last week. There will be, without doubt, changes to the plan as a result of that discussion, but LWN was unable to attend the conference and reports have been relatively scarce so far. Even so, the plan gives valuable insights into an important free software project which is at a sort of turning point. It indicates that the project intends to concentrate on "selling" OpenOffice.org to vast numbers of users rather than on engagement with the free software community. More OpenOffice.org users can only be a good thing; one can only wish the project luck in achieving its goals.

Comments (15 posted)

Mandrake shoots for EAL5

A consortium of five companies, including MandrakeSoft, has been awarded a contract from the French Ministry of Defense to deliver a Linux-based OS certified at Common Criteria Evaluation Assurance Level 5 (CC-EAL5). The three-year contract is worth €7 million, with MandrakeSoft's share totaling €1 million. Participating in the contract with MandrakeSoft are Bertin Technologies, Surlog, Jaluna, and Oppida.

We contacted MandrakeSoft co-founder Gaël Duval about the contract and to get a little more information about the process. The EAL5 certification may seem a bit ambitious, particularly since no other Linux vendor has achieved that level of certification for a Linux OS. In fact, none of the competing OSes have reached that level of certification either. At the moment, the Linux distribution with the highest level of EAL certification is Novell's SUSE Linux Enterprise Server (SLES) 8 (PDF), which achieved EAL3+ with IBM's help.

There are seven levels of CC-EAL certification. In a nutshell, a EAL5 certification designates that a system's features and security level are certified, and that development follows "formalized or semi-formalized methods."

We asked Duval if MandrakeSoft had any prior experience with this type of project:

Of course, MandrakeSoft is not the only vendor working on this project. Oppida is an officially authorized Common Criteria Information Technologies Security Evaluation Facility (ITSEF), making it an ideal partner for a project of this kind. Surlog's expertise is in providing tools to evaluate software and system dependability. Jaluna provides real-time and high-availability solutions, including solutions based on Linux.

We also asked Duval how MandrakeSoft became involved with this effort, and how the consortium came into being. Duval didn't provide a great deal of detail:

Unfortunately, it will be some time before the work that the consortium is doing shows up for use by the community. According to Duval, the plan is to keep development separate from Mandrake Linux development:

Duval did allow that some of the work might show up "later" in the development process. We also asked what license would be used for any work created for this project. Duval said that he doesn't have any information about licensing details, just that it would be an open source license.

Three years is quite a long time, so it will be interesting to see whether MandrakeSoft is the first Linux vendor to reach EAL5, or if Novell or Red Hat beat them to the punch. Novell has already said that it hopes to gain EAL4 certification in the near future. No doubt, Novell will be setting its sights on EAL5 shortly thereafter.

For the larger picture, of course, it won't matter whether Novell or MandrakeSoft reach the finish line first. Achieving EAL5 will be yet another feather in Linux's cap, another milestone reached that will allow governments and organizations to move to Linux instead of proprietary offerings.

Comments (6 posted)

Page editor: Jonathan Corbet

Inside this week's LWN.net Weekly Edition

• Security: Interview with Michael Boelen; New vulnerabilities in apache, getmail, jabberd, and subversion.
• Kernel: Shelter from the OOM killer; remap_pfn_range(); inotify; GPL-only for device model functions.
• Distributions: Red Hat Releases RHEL 4 Public Beta; TURKIX, SAM; Linux live and kicking
• Development: VDC, the Virtual Data Center, Q multimedia examples, new versions of QtSqlBrowser, Samba, libogg, SpamBayes, UnCommon Web, PHP Point Of Sale, Jamboree, SQL-Ledger, Epiphany, JXplorer, Struts Menu, PHP, GPL Ghostscript.
• Press: Lack of a Small Unified Database, code theft by the Mambo project, SPF and phishing, Scribus team interview, OpenOffice.org add-ons, Plone review, IETF Anti-Spam Working Group canceled.
• Announcements: Agricultural Bank of China deploys Linux, JBoss joins Eclipse, Mandrakesoft wins defense contract, Network World's Buzz Issue, KDE.org.uk Launched.
• Letters: IndeView; Subscription offer; Open data; MARID closing

Next page: Security>>