1 Strategic Marketing 2 Plan 2010 3 OpenOffice.org 2005-2010 4 OpenOffice.org Conference 2004 5 Version 0.5. Copyright ©2004 John McCreesh [email protected] for and on behalf of the 6 OpenOffice.org Marketing Project. All rights reserved. Table of Contents Executive Summary...............................................................................................1 Community Review................................................................................................2 History.....................................................................................................................................2 Goals ......................................................................................................................................2 Market Review.......................................................................................................5 Overview.................................................................................................................................5 Market Segmentation..............................................................................................................5 Disruptive Marketing...............................................................................................................7 Product Review.....................................................................................................9 Summary.................................................................................................................................9 Distribution.............................................................................................................................9 Features and Benefits............................................................................................................10 Competitor Review...............................................................................................12 Microsoft Office.....................................................................................................................12 WordPerfect Office.................................................................................................................14 Lotus SmartSuite...................................................................................................................15 Other Office Suites................................................................................................................15 Other Competitors.................................................................................................................15 Market Segmentation...........................................................................................17 Introduction...........................................................................................................................17 Target Markets.......................................................................................................................17 Non-target Markets................................................................................................................17 Government..........................................................................................................................18 Education..............................................................................................................................19 Public Libraries......................................................................................................................21 Not-for-Profits (NFPs).............................................................................................................23 Small-Medium Enterprises (SMEs).........................................................................................24 OEMs.....................................................................................................................................26 Linux Distributions................................................................................................................27 Review of the External Environment.....................................................................28 Social and Cultural Environment...........................................................................................28 Technological Environment....................................................................................................28 Economic Environment .........................................................................................................29 Political and Legal Environment.............................................................................................29 Strengths, Weaknesses, Opportunities, Threats....................................................30 SWOT Analysis......................................................................................................................30 SWOT Recommendations......................................................................................................32 Goals and Objectives............................................................................................ 34 Usage Goals..........................................................................................................................34 Marketing Objectives.............................................................................................................35 Marketing Project..................................................................................................................35 Strategic Proposals.............................................................................................. 38 Community............................................................................................................................38 Product..................................................................................................................................38 Price......................................................................................................................................39 Distribution (Place)................................................................................................................39 Promotion..............................................................................................................................41 Appendix - Building the Plan................................................................................. 47 Plan for the Plan....................................................................................................................47 Strategy Development..........................................................................................................47 Contributors..........................................................................................................................48 Copyright..............................................................................................................................48 Version History......................................................................................................................48 Alphabetical Index...............................................................................................49 References..........................................................................................................51 1 Executive Summary 2 This document marks a major milestone in the development of a 3 Strategic Marketing Plan for the OpenOffice.org office productivity 4 suitei. Its publication is timed to coincide with the OpenOffice.org 5 Conference 2004 (OOoCon 2004). Previous versions have had 6 restricted circulation within the OpenOffice.org Marketing Project; this 7 version launches the consultation process with the whole 8 OpenOffice.org Community, aiming for a formal submission to the 9 Community Council at the end of 2004. 10 The Plan looks at the current market for office productivity suites, at 11 the major players in the field, and seeks to identify trends which will 12 influence the market over the next five years. It looks at 13 OpenOffice.org's place within the market now, and where it should 14 aim to be by 2010. 15 The analysis looks at the strengths and weaknesses of the 16 OpenOffice.org suite and of the Community, and how these should 17 help influence the Community's response to opportunities and threats 18 in the marketplace. 19 It also looks in detail at the features of OpenOffice.org and the 20 benefits these deliver to customers. From this analysis, the Plan 21 identifies a number of target markets whose needs are most closely 22 matched by the benefits provided by OpenOffice.org. 23 Finally, the Plan sets targets for penetration by OpenOffice.org into 24 these target markets, and lists the main strategies which the 25 Marketing Project will use to achieve these goals. It looks at the 26 governance of the Community, and the changes necessary for it to be 27 able to deliver the Plan. Subsequent versions will give implementation 28 milestones for the five years of the Plan. 29 The authors would like to thank all the members of the Marketing 30 Project and other Community members who have contributed to this 31 Plan to date. We look forward to starting a vigorous debate at OOoCon 32 2004 in Berlin. As the Plan evolves, the latest version will be available 33 on the Marketing Project web site http://marketing.openoffice.org. 34 Comments and contributions are always invited to the Marketing 35 Project's strategy discussion forum - see the Project pages for an 36 archive