Welcome!

Linux Containers Authors: Liz McMillan, Yeshim Deniz, Pat Romanski, Elizabeth White, Amit Gupta

Related Topics: Linux Containers

Linux Containers: Article

Who Should Be Behind a Linux "Get the Facts" Campaign

Is an OSDL marketing working group in order?

If you do business around Microsoft products, it's obvious where you go for answers on the benefits of their products - Microsoft. However, if you're looking for this kind of information about Linux, where do you go? IBM, Red Hat, Novell, Sun, or all of the above? I believe there's a need for a collective resource for the Linux business case.

If you go to www.microsoft.com, and select Windows Server System from the options on the left and then on the right select Business Benefits, you'll see the following categories:

  • Building efficiency
  • Building connected systems
  • Building interoperability
And these are just the main headings - in each of these categories is more detail. For example, under Building Efficiency there are multiple detailed pages on how Windows Server System builds efficiency through manageability, network storage, etc.

You can say, think, or believe what you will about Microsoft, but purely from a marketing perspective, this is a great page. What it does is build on Microsoft's perceived competitive advantages and then leverages them to answer all the key questions a business/technical executive would have about why this is a great system for his business. Microsoft makes the task of justifying and explaining the decision to use their products easy.

To gather the same material about Linux, an executive researching the Linux value proposition has to go to multiple vendor sites, probably visiting Red Hat, IBM, Novell, HP, and maybe Penguin Computing and PogoLinux. And, at the end, the information he's gathered isn't organized and lacks a clear view of what exactly the value proposition of open source is - leaving the exec or one of his lackeys to do the scrubbing and organizing.

For an IT decision maker trying to come to grips with Open Source, this is horribly inefficient, and for Microsoft, the relative ease of finding its value-proposition material is an ace in the hole. This is why the "Get the Facts "campaign (www.microsoft.com/getthefacts) makes a strong statement with little rebuttal from a competitor. It's the difference between a clear voice and the roar of the crowd.

Furthermore, for the IT decision maker, the current Linux education process is a waste of time. Making a decision on Open source shouldn't require the time it now takes to get educated on the business benefits of Linux and Open Source software. It would benefit a great many people and organizations if there was more efficiency in collecting and presenting a proper view of the pitfalls, and total cost of ownership of Linux. Maybe this lack of a centralized, well researched, and well presented Linux business case accounts for why only 27% of the small and medium-sized businesses surveyed by Info-Tech Research Group said they use Linux. This is exactly the market segment for which well-organized, easy-to-find marketing material is most important - the Fortune 1000 have their pick of dedicated sales executives who'll educate them on the value of Linux. Not so the mid-market.

Linux and Open Source need a comprehensive, well-organized, vendor-agnostic, or at least vendor-neutral, location where business/technical executives can find the answers to why Linux and Open Source are the best solutions for their business. Ideally this information would be reinforced with quantifiable research as well as anecdotes from the field that help show the tangible benefits of Open Source migration and, lastly, a directory of services or vendors that support these positions.

The OSDL, in my opinion, is the proper place for a Linux and Open Source Business Benefits repository. Filling the pages with excellent material, and keeping the material fresh, seems to require an OSDL Marketing Working Group. The task of this Working Group would be to find, and if it doesn't exist, create, the best Linux/Open Source case studies, application briefs, business cases. and ROI studies, and polish and categorize them according to the competitive advantages of Linux and Open Source. At that point, any business/IT exec could, in a matter of 10 minutes, collect all the documentation he would need to make an informed decision about Open Source implementations. So my question to Stuart Cohen, the head of the OSDL, is what do you think? Is this in your charter? If not, should it be?

More Stories By Greg Wallace

Greg Wallace is Co-Founder and Chief Marketing Officer of Emu Software, Inc. Greg received his MBA and Masters of International Affairs degrees from Columbia University in New York City. He also spent a year as a Rotary Foundation Scholar at the University of Barcelona, Spain. He can be reached at [email protected]

Comments (5) View Comments

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Most Recent Comments
kelley graham 07/20/05 01:35:22 AM EDT

I believe marketing open source should be on solutions and the software that enables them, and by extension the developers that produce it. I offer http://lampgroup.org for just such a purpose. LAMPgroup's aggressive yet rational in our advocacy, all while keeping focused on the actual needs of business.

Andrew Yeomans 07/18/05 08:21:02 AM EDT

Look at http://www.dwheeler.com/oss_fs_why.html for a one-stop shop with the information.

Jason Murdoch 07/16/05 10:20:52 PM EDT

I really like the idea of a streamlined "One Stop Shop" method to assist IT decision makers in chooing NIX OSes.

I think the campaign should be called "Get Better Facts". or "Get the REAL Facts". :)

LinuxWorld NewsDesk 07/16/05 04:18:02 PM EDT

Who Should Be Behind a Linux "Get the Facts" Campaign
If you do business around Microsoft products, it's obvious where you go for answers on the benefits of their products - Microsoft. However, if you're looking for this kind of information about Linux, where do you go? IBM, Red Hat, Novell, Sun, or all of the above? I believe there's a need for a collective resource for the Linux business case.

Greg Wallace 06/25/05 12:10:04 PM EDT

Who Should Be Behind a Linux "Get the Facts" Campaign. If you do business around Microsoft products, it's obvious where you go for answers on the benefits of their products - Microsoft. However, if you're looking for this kind of information about Linux, where do you go? IBM, Red Hat, Novell, Sun, or all of the above? I believe there's a need for a collective resource for the Linux business case.

@ThingsExpo Stories
Infoblox delivers Actionable Network Intelligence to enterprise, government, and service provider customers around the world. They are the industry leader in DNS, DHCP, and IP address management, the category known as DDI. We empower thousands of organizations to control and secure their networks from the core-enabling them to increase efficiency and visibility, improve customer service, and meet compliance requirements.
Join IBM November 1 at 21st Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA, and learn how IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Cognitive analysis impacts today’s systems with unparalleled ability that were previously available only to manned, back-end operations. Thanks to cloud processing, IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Imagine a robot vacuum that becomes your personal assistant tha...
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, will lead you through the exciting evolution of the cloud. He'll look at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering ...
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, will discuss how from store operations...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Recently, REAN Cloud built a digital concierge for a North Carolina hospital that had observed that most patient call button questions were repetitive. In addition, the paper-based process used to measure patient health metrics was laborious, not in real-time and sometimes error-prone. In their session at 21st Cloud Expo, Sean Finnerty, Executive Director, Practice Lead, Health Care & Life Science at REAN Cloud, and Dr. S.P.T. Krishnan, Principal Architect at REAN Cloud, will discuss how they b...
SYS-CON Events announced today that mruby Forum will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. mruby is the lightweight implementation of the Ruby language. We introduce mruby and the mruby IoT framework that enhances development productivity. For more information, visit http://forum.mruby.org/.
Digital transformation is changing the face of business. The IDC predicts that enterprises will commit to a massive new scale of digital transformation, to stake out leadership positions in the "digital transformation economy." Accordingly, attendees at the upcoming Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA, Oct 31-Nov 2, will find fresh new content in a new track called Enterprise Cloud & Digital Transformation.
SYS-CON Events announced today that NetApp has been named “Bronze Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. NetApp is the data authority for hybrid cloud. NetApp provides a full range of hybrid cloud data services that simplify management of applications and data across cloud and on-premises environments to accelerate digital transformation. Together with their partners, NetApp emp...
SYS-CON Events announced today that Avere Systems, a leading provider of enterprise storage for the hybrid cloud, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Avere delivers a more modern architectural approach to storage that doesn't require the overprovisioning of storage capacity to achieve performance, overspending on expensive storage media for inactive data or the overbui...
Most technology leaders, contemporary and from the hardware era, are reshaping their businesses to do software. They hope to capture value from emerging technologies such as IoT, SDN, and AI. Ultimately, irrespective of the vertical, it is about deriving value from independent software applications participating in an ecosystem as one comprehensive solution. In his session at @ThingsExpo, Kausik Sridhar, founder and CTO of Pulzze Systems, will discuss how given the magnitude of today's applicati...
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
In a recent survey, Sumo Logic surveyed 1,500 customers who employ cloud services such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). According to the survey, a quarter of the respondents have already deployed Docker containers and nearly as many (23 percent) are employing the AWS Lambda serverless computing framework. It’s clear: serverless is here to stay. The adoption does come with some needed changes, within both application development and operations. Tha...
SYS-CON Events announced today that Taica will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TAZMO technology and development capabilities in the semiconductor and LCD-related manufacturing fields are among the best worldwide. For more information, visit https://www.tazmo.co.jp/en/.
SYS-CON Events announced today that TidalScale will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TidalScale is the leading provider of Software-Defined Servers that bring flexibility to modern data centers by right-sizing servers on the fly to fit any data set or workload. TidalScale’s award-winning inverse hypervisor technology combines multiple commodity servers (including their ass...
SYS-CON Events announced today that Avere Systems, a leading provider of hybrid cloud enablement solutions, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Avere Systems was created by file systems experts determined to reinvent storage by changing the way enterprises thought about and bought storage resources. With decades of experience behind the company’s founders, Avere got its ...
As hybrid cloud becomes the de-facto standard mode of operation for most enterprises, new challenges arise on how to efficiently and economically share data across environments. In his session at 21st Cloud Expo, Dr. Allon Cohen, VP of Product at Elastifile, will explore new techniques and best practices that help enterprise IT benefit from the advantages of hybrid cloud environments by enabling data availability for both legacy enterprise and cloud-native mission critical applications. By rev...
SYS-CON Events announced today that Ryobi Systems will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Ryobi Systems Co., Ltd., as an information service company, specialized in business support for local governments and medical industry. We are challenging to achive the precision farming with AI. For more information, visit http:...
Amazon is pursuing new markets and disrupting industries at an incredible pace. Almost every industry seems to be in its crosshairs. Companies and industries that once thought they were safe are now worried about being “Amazoned.”. The new watch word should be “Be afraid. Be very afraid.” In his session 21st Cloud Expo, Chris Kocher, a co-founder of Grey Heron, will address questions such as: What new areas is Amazon disrupting? How are they doing this? Where are they likely to go? What are th...
High-velocity engineering teams are applying not only continuous delivery processes, but also lessons in experimentation from established leaders like Amazon, Netflix, and Facebook. These companies have made experimentation a foundation for their release processes, allowing them to try out major feature releases and redesigns within smaller groups before making them broadly available. In his session at 21st Cloud Expo, Brian Lucas, Senior Staff Engineer at Optimizely, will discuss how by using...