Welcome!

Linux Containers Authors: Automic Blog, XebiaLabs Blog, Lori MacVittie, Elizabeth White, Dana Gardner

Related Topics: Open Source Cloud

Open Source Cloud: Blog Post

The Key to OpenDaylight Adoption: Salespeople

Open source adoption

The primary indicator of success is success. That is to say that the number one thing people look to as a predictor of future performance is past performance. In the product space, this means that things like adoption are important as much for what it signals to other people as they are for bottom line revenues. And this is true even in the open source world.

As SDN speeds its way towards mainstream adoption, this means that projects like OpenDaylight will need to establish early on that they are not only deployable but also deployed.

Open source adoption

People frequently point to Linux as an example of an open source project that has seen wide adoption. But even Linux adoption did not happen overnight. It took more than a decade to see growth. And if you look at RedHat as an indicator of when that growth spawned commercial success, you have to extend all the way out to 2012 before the first $1B fiscal year.

The point here is not that Linux was not successful but rather that it took time to become successful. And the more success there was, the more success there tends to be. The rise of RedHat has enabled an acceleration of Linux deployments, in part because of an improved support model but in part because it represents a visible measure of commercial viability.

OpenDaylight and adoption timelines

Now consider that Linux was largely unknown and had virtually no expectations around it when it was created. There was no market that was waiting for it to hit. There were not industry players banking on its commercial success. There was not an entire technology movement underway dependent in part on the rise of a vendor-neutral platform.

The conditions under which OpenDaylight has been incubated are markedly different. And that means the expectations are different. Imagine how OpenDaylight would be evaluated if it took more than a decade to reach any kind of adoption. The pundits would not be kind, the customers would not be happy, and the companies expecting OpenDaylight to contribute to their commercial success would not be satisfied. OpenDaylight simply has to accelerate adoption.

What the bulls would say

Those bullish on OpenDaylight will tell you that conditions are certainly different. Open source is a better understood beast than it was in the early 90s. The lessons learned by those that championed Linux should result in faster adoption for projects that follow, and having the very group responsible for Linux (the Linux Foundation) at the helm only makes those lessons easier to put to use. There is an entire consortium of industry giants and would-be giant slayers who are building products and an ecosystem around OpenDaylight. Marketing efforts are helping drive awareness in both the vendor and user communities.

There are absolutely reasons to believe that adoption will happen faster than it did the first go-around.

What the bears would say

But there is a case to be made for the bears as well. SDN is more than a new technology; it’s a new architecture. Migration between architectures is far more disruptive, and thus more risky. The only way to mitigate risk is to move even slower, waiting for others to pave the way. And with a much lower volume of customers to pull from, this means that there will be fewer success stories early on and less overall experience to rely on. On top of that, while the consortium of companies is building products, they continue to sling their legacy portfolios that compete with the very thing they are collaborating on. Can they possibly be expected to push forward aggressively?

The missing ingredient

So what is missing for OpenDaylight to be successful?

In a word, deployments. But how do solutions get deployed? In the networking world at least, the answer is that they are pushed by the people building and ultimately selling them. Whether that’s the vendor itself or the resellers working on its behalf, there is someone on the end of the sales cycle who is explaining to the customer why and how they should deploy the solution.

Who is going to do that for OpenDaylight?

Right now, the answer is unclear. The most obvious answer is that OpenDaylight needs a RedHat to help speed deployments. In the OpenDaylight case, RedHat seems like the likely company to be RedHat. They are already OpenDaylight contributors, and they understand the business model well enough that they should be able to take a page from their own playbook.

But RedHat doesn’t own the networking channel or have the networking street cred. It’s not that they cannot be successful, but it will take more than RedHat to sell OpenDaylight.

Of course, the individual vendors all have a stake in OpenDaylight as well. Maybe they will make up the salesforce? Perhaps. But there is a challenge here. OpenDaylight is not really a revenue generator (at least not right away and not directly). Individual salespeople are compensated on the revenue they bring in. They don’t have a personal incentive to promote an open source project. More tactically, even if they wanted to, they aren’t fully trained on how it works and how they ought to be selling it. And even then, whatever they do know will be specific to the context in which the rest of their product catalog functions. A huge part of the value of OpenDaylight is that it works in heterogeneous environments and has technologies contributed from a bunch of different players. No salesperson is ever going to promote those aspects as aggressively as their own products.

What is needed?

If the problem is similar to a sales problem, then the solution will resemble a sales solution. Adoption will hinge on marketing to drive awareness and field enablement to drive sales capability. The first one is already being done with great effect, but the second one is missing. It’s hard to enable a salesforce that doesn’t really exist.

My suspicion is that the very thing that makes OpenDaylight powerful from a development perspective will swoop in to help out here: namely, the open source community. If community members who are leading adoption become active ambassadors for OpenDaylight, they can take the role of a Systems Engineer (SE) and help speed along deployments.

Engagements will be a little bit tough. Pairing ambassadors with active opportunities is non-trivial because it requires the customer to seek counsel from an ambassador they do not know while being presumably in a sales cycle that is led by vendors who are pushing alternative solutions. Fortunately, the biggest thing OpenDaylight can help do here is right up its alley: provide transparency. If customers are active in registering OpenDaylight opportunities, the Linux Foundation can pair ambassadors with those seeking guidance.

The bottom line

The industry needs a neutral point of control, and having every company reinvent and maintain a common platform is silly. Open source is a great way to advance the industry while limiting overlapping investment on the vendor side. But for adoption to take place, adoption has to happen. OpenDaylight can do something to solve this chicken-and-egg problem. Ultimately, if OpenDaylight is successful at providing opportunity transparency to its community, everyone benefits.

[Today’s fun fact: A group of geese on the ground is a gaggle, but a group of geese in the air is a skein. This is to flocking hard to remember.]

The post The key to OpenDaylight adoption: salespeople appeared first on Plexxi.

Read the original blog entry...

More Stories By Michael Bushong

The best marketing efforts leverage deep technology understanding with a highly-approachable means of communicating. Plexxi's Vice President of Marketing Michael Bushong has acquired these skills having spent 12 years at Juniper Networks where he led product management, product strategy and product marketing organizations for Juniper's flagship operating system, Junos. Michael spent the last several years at Juniper leading their SDN efforts across both service provider and enterprise markets. Prior to Juniper, Michael spent time at database supplier Sybase, and ASIC design tool companies Synopsis and Magma Design Automation. Michael's undergraduate work at the University of California Berkeley in advanced fluid mechanics and heat transfer lend new meaning to the marketing phrase "This isn't rocket science."

@ThingsExpo Stories
SYS-CON Events announced today that ReadyTalk, a leading provider of online conferencing and webinar services, has been named Vendor Presentation Sponsor at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. ReadyTalk delivers audio and web conferencing services that inspire collaboration and enable the Future of Work for today’s increasingly digital and mobile workforce. By combining intuitive, innovative tec...
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
Vidyo, Inc., has joined the Alliance for Open Media. The Alliance for Open Media is a non-profit organization working to define and develop media technologies that address the need for an open standard for video compression and delivery over the web. As a member of the Alliance, Vidyo will collaborate with industry leaders in pursuit of an open and royalty-free AOMedia Video codec, AV1. Vidyo’s contributions to the organization will bring to bear its long history of expertise in codec technolo...
SYS-CON Events announced today that Bsquare has been named “Silver Sponsor” of SYS-CON's @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. For more than two decades, Bsquare has helped its customers extract business value from a broad array of physical assets by making them intelligent, connecting them, and using the data they generate to optimize business processes.
If you’re responsible for an application that depends on the data or functionality of various IoT endpoints – either sensors or devices – your brand reputation depends on the security, reliability, and compliance of its many integrated parts. If your application fails to deliver the expected business results, your customers and partners won't care if that failure stems from the code you developed or from a component that you integrated. What can you do to ensure that the endpoints work as expect...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
The vision of a connected smart home is becoming reality with the application of integrated wireless technologies in devices and appliances. The use of standardized and TCP/IP networked wireless technologies in line-powered and battery operated sensors and controls has led to the adoption of radios in the 2.4GHz band, including Wi-Fi, BT/BLE and 802.15.4 applied ZigBee and Thread. This is driving the need for robust wireless coexistence for multiple radios to ensure throughput performance and th...
Enterprise IT has been in the era of Hybrid Cloud for some time now. But it seems most conversations about Hybrid are focused on integrating AWS, Microsoft Azure, or Google ECM into existing on-premises systems. Where is all the Private Cloud? What do technology providers need to do to make their offerings more compelling? How should enterprise IT executives and buyers define their focus, needs, and roadmap, and communicate that clearly to the providers?
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management solutions, helping companies worldwide activate their data to drive more value and business insight and to transform moder...
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, will discuss the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports. The session will include a working demo and a technical d...
There is little doubt that Big Data solutions will have an increasing role in the Enterprise IT mainstream over time. Big Data at Cloud Expo - to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA - has announced its Call for Papers is open. Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is...
Digital innovation is the next big wave of business transformation based on digital technologies of which IoT and Big Data are key components, For example: Business boundary innovation is a challenge to excavate third-party business value using IoT and BigData, like Nest Business structure innovation may propose re-building business structure from scratch, as Uber does in the taxicab industry The social model innovation is also a big challenge to the new social architecture with the design fr...
The many IoT deployments around the world are busy integrating smart devices and sensors into their enterprise IT infrastructures. Yet all of this technology – and there are an amazing number of choices – is of no use without the software to gather, communicate, and analyze the new data flows. Without software, there is no IT. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the protocols that communicate data and the emerging data analy...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
SYS-CON Events announced today that China Unicom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE F...
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
SYS-CON Events announced today the Enterprise IoT Bootcamp, being held November 1-2, 2016, in conjunction with 19th Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA. Combined with real-world scenarios and use cases, the Enterprise IoT Bootcamp is not just based on presentations but with hands-on demos and detailed walkthroughs. We will introduce you to a variety of real world use cases prototyped using Arduino, Raspberry Pi, BeagleBone, Spark, and Intel Edison. Y...