Business & Strategy

Competing With GiantsHow to Win with Drupal vs Proprietary Alternatives

Bryan HouseVice President, Product Marketing

Acquia@bryanhouse

Objectives for Session

• Explore market opportunity for Drupal

• Review how analysts perceive Drupal

• Discuss how to position Drupal to win

• Explore how you can help

Competitive landscape is shifting as Drupal enters the

Enterprise

Perception is Reality

“If you are looking at both (Adobe) CQ5 and Drupal, then one of us is in the wrong place.”

Adobe lead SEs in customer meetings, 2011

Who is the Enterprise?

“Global 10,000”• More than 2,500 employees• Greater than $500M revenues• Actually approximately 14,000 businesses

worldwide

Who is the Enterprise?

Well defined procurement processesMultiple decision influencers

• Technical stakeholders• CIO & CTO, architects, sysadmins,

development, devops• Business stakeholders

• CMO, department heads, content contributors

What are Enterprises Trying to Accomplish?

• Publish & organize rich content quickly

• Manage collections of sites

• Build communities to support ad hoc business activities

What are Enterprises Trying to Accomplish?

• Mobile optimized experiences• Harness social media• Mass personalization / testing• Translation• Managing digital assets • Marketing dashboards /

reporting

Marketing Challenges (CMO)

What are Enterprises Trying to Accomplish?

• Mobile optimized experiences• Harness social media• Mass personalization / testing• Translation• Managing digital assets • Marketing dashboards /

reporting

• Mobile app development• Big data / web scale• Increase return from analytics• Localization costs / quality• Content distribution services • Platform integration / ecosystem

Marketing Challenges (CMO) IT Challenges (CIO)

Yet, Most Look Like This

Or, More Likely, This...

•Duplication of content•Disparate sources•Disconnected reporting•Islands of excellence

What The Business Wants

Community sites

Product sites

Corporate Site

Other sites

Marketing Microsites

CollaborationIntranet

DepartmentalSites

What IT Wants To Deliver

Address Wide Range of Web Needs[s

cale

]

[complexity & longevity]

CorporateSites

ProductSites

“Marketing”Sites

For many, its not simply a choice

between open source options

Market OpportunitySocial Software $1,257M

WCM / CMS $1,740M

Cloud-Delivered Content & Social

$1,499M

2014

Social Software CAGR 16.8%

Cloud Content & SocialCAGR 19.8%

WCMCAGR 14.3%

Sources: Gartner. Market Trends: Worldwide Web Content Management Market Is Driven by Enhancements to Online Channels, 2010. November 2010Gartner. Market Trends: Convergence Restructuring the Enterprise Social Software Market, Worldwide 2010. November 2010Gartner. Forecast Analysis: Software as a Service, Worldwide, 2009-2014, Update. November 2010

Competitive Landscape is Changing Fast

Mkt Cap: $17B Mkt Cap: $150B Mkt Cap: $48B

Mkt Cap: $21B Mkt Cap: $3B Mkt Cap: $239B

Web Content Management / CMS Market

Gartner WCM Magic Quadrant 2011

Gartner Magic Quadrant for Web Content Management 2011

Drupal doesn’t make the listWhy?• Minimum threshold -

$10M in revenue

• How to measure in an open source ecosystem?

The Forrester Wave: Web Content Management For Online Customer Experience

Again, Drupal doesn’t make the listWhy?• Minimum threshold - $25

million in revenue

• 100+ customers with >1,000 employees

• “Interest from Forrester Clients”

The Forrester Wave: Web Content Management For Online Customer Experience Q3 2011

Real Story Group Web CXMS Platforms Cross-Check 2012

Drupal “...designed explicitly for community-generated content, combining social interaction and web publishing into one platform”

Cult-like mindshare• Architectural shortcomings -

configuration management

• Ongoing delays with modernizing key modules

Real Story Group: 2012 Web Content & Experience Management Systems Market Analysis 2012

Social Software / Community Software

Market

Gartner Magic Quadrant for Social Software in the Workplace

Drupal a “Visionary”Criteria?• $5M revenue• 15 current customers• 100,000 active internal

users (seats)• 4 organizations with

5,000 active users willing to provide references

Gartner Magic Quadrant, Social Software in the Workplace 2011

Gartner Magic Quadrant for Externally Facing Social Software

Drupal a “Visionary”Criteria?• $5M revenues

• 500,000 active users (seats), explicitly does not apply to open source

• 5 organizations with 5,000 active users willing to provide references

Gartner Magic Quadrant for Externally Facing Social Software, 2011

Forrester Community Platform Wave

Only 5 vendorsCriteria?• 50% of clients deploy for

customer-facing communities

• 20% of install base has >$1B annual revenue

• Several communities with at least 250,000 members

Forrester Wave: Community Platforms, Q2 2010

How The Analysts See Drupal

Strengths• Community-oriented publishing and communication• Lightweight core, extensible via vast array of

modules• Dynamic web application development framework• Placeless delivery - content services approach to

content organization

How The Analysts See Drupal

Weaknesses• Lack of configuration management tools• Weak content staging support• Not a fit for formal editorial approval processes• Too few enterprise success stories

How To Impact Analyst Coverage of Drupal

Share success stories

Talk about your Drupal implementations

Ask the analysts about Drupal

Implications

Drupal is becoming a first class citizen in an enterprise web infrastructure

but, clearly room for improvement...

How to position Drupal to win

where cost and speed to market are both critical factors, open source

software can play a key role in helping organizations

develop the capabilities they need to achieve high

performance quickly and at reduced cost

Shift to Content Services• From self-contained, page-centric

applications to content services frameworks

• Modular, flexible architecture to support rapid application development

• RESTful services - core infrastructure of the Web

How Drupal Manages Content

Nodes

Content blogpost

wikientry

webpage video image media

References

Views

Dynamic Content Organization

• Free of hierarchical folder / site map approach to content organization

• Content service-level controls

• Vocabulary driven organization

Content Tagging

How Drupal Organizes Content

Content Tagging

How Drupal Organizes Content

Content Tagging

Users%Subscrip,ons%Site

Visitors

How Drupal Organizes Content

✓!✓!✓!

Content Tagging

Site Visitors

How Drupal Organizes Content

✓!✓!✓!

Users%Subscrip,ons%Site

Visitors

Content Tagging

How Drupal Organizes Content

Content Services Delivery is Drupal’s Competitive Advantage

“Good support for ‘placeless’ delivery and reuse of richly tagged content” Real Story Group

Assembled Web ExperiencesArchitecture to rapidly “assemble” experiences from building-blocks instead of code sites from scratch.

Drupal core Drupal + recommendedmodules

Solution Distributions

(micro)blogging

UGC

analytics

groups

profiles / friends

socialtagging

Social

rich media

templates

workflow

taxonomy

content

mobile

Publishing

Drupal

Content-Rich Web Experiences

700,000 strong!

How Does Open Source Development Work?

• Who owns the code?• How do I know it will be updated?• Who “pays” for development of new features?• Do I have to contribute custom code back?• What’s in it for me to contribute code back to the

community?

Case studies:Where Drupal wins

Situation

• 60+ websites

• Approaching end of 2 year, 8 figure project with proprietary system

• Falling short of business requirements prior to launch

Result

• Killed in-progress project, shifted to Drupal

• Focused on agile dev, quick wins for business

• Access to source code & thriving community were key decision factors

Global Pharmaceuticals CompanySituation

• Hundreds of websites

• Dozens of CMS’s

• Using Drupal in one division, multiple sites

• Global evaluation process- Oracle Fatwire- Salesforce- DNN

Result

• Selected Drupal as their global Web platform

• Building mobile brand sites in 1/4 of time of proprietary system

• Can build new sites in half the time it takes for internal deployment review

Multnomah County, Oregon

Situation

• Existing Vignette user

• Difficult to use, lots of training

• Incremental costs for image resizing, media handling, DocMgmt

• Upgrading sites > 1 year

Result

• Pilot Drupal project

• Extended feature set

• Turnkey site launches

• Improved site performance & uptime

• Significant cost reduction

more capabilitiesflexible architecturefaster time to market

better value

Community Powered. Innovation.

You Can Help This Year!Gartner Magic Quadrants:

• Web Content Management• Social Software in the Workplace• External Social Software

Forrester Waves:• Web Content Management Wave• Community Platforms Wave

Global 2,000 • >1,000 employees

• >$1B revenue

Communities with:• >5,000 active users• >250,000 members

You Can Help This Year!Real Story Group

• Analysts - Tony Byrne, Adriaan Bloem, Kas Thomas• feedback@realstorygroup.com

Econsultancy in UK• Global CMS Report• E-Commerce Platform Buyer’s Guide

Idealware• Open Source CMS Report - for Non Profit sector

IDC• Covers both WCM and Social Software• Mike Fauscette, @mfauscette

Altimeter Group

Thank YouContact:

Bryan House | bryan@acquia.com | @bryanhouse

What did you think?Locate this session on theDrupalCon Denver website

http://denver2012.drupal.org/program

Click the “Take the Survey” link.

Thank You!

Drupal Social Publishing Platform

Market Size [1,000,000+ sites]Innovation [15,000+ modules]Community [700,000+ members]

“… is as much a Social Software platform as it is a web content management system.”

Real Story Group, The Web CMS Report 2010[ ]

Open source, social publishing phenomenon.

2009 Categorization2009 Categorization 2010 Categorization2010 Categorization

Enterprise Complex Enterprise Platform

Upper-Tier Upper-range Platforms

Mid Market Mainstream Mid-Range Platforms

Mid Market Challengers Mid-Range Products

Hosted Services

Simpler ProductsCommercial Open Source Simpler Products

Community Open Source

Simpler Products

Real Story Group

2009 Categorization2009 Categorization 2010 Categorization2010 Categorization

EnterpriseEMC Documentum, Vignette, IBM, Interwoven, OpenText,

Oracle

Complex Enterprise Platform

EMC Documentum, OpenText Vignette, IBM, Autonomy / Interwoven,

Oracle

Upper-TierPercussion, CoreMedia, Day, FatWire, Mediasurface, SDL

Tridion

Upper-range Platforms

Percussion, CoreMedia, Day, FatWire, Mediasurface, SDL

Tridion

Mid Market Mainstream

Ektron, Escenic, Ingeniux, Microsoft, PaperThin, Sitecore Mid-Range Platforms

Drupal, Hippo, Refresh, Atex Polopoly, Alterian CME,

Microsoft, Open Text Web Solutions, Plone, Sitecore,

Typo3, Vyre

Mid Market Challengers

e-Spirit, Hannon Hill, Refresh, TerminalFour, Alterian, Enonic,

EPiServer, GOSS, Lyris, Telerik, Vyre

Mid-Range ProductsClickability, CrownPeak, e-Spirit, Hannon Hill, Refresh, Ektron, Escenic, eZ Publish,

Ingeniux, Enonic, EpiS, GOSS

Hosted Services CrownPeak, OmniUpdate, Clickability

Simpler Products

Alterian CMC, Wordpress, DotNetNuke, Joomla, Kentico, OmniUpdate, OpenCMS, PaperThin, Telerik, TerminalFour

Commercial Open Source

Alfresco, Hippo, DotNetNuke, eZ Systems, Magnolia Simpler Products

Alterian CMC, Wordpress, DotNetNuke, Joomla, Kentico, OmniUpdate, OpenCMS, PaperThin, Telerik, TerminalFourCommunity

Open SourceDrupal, Joomla, OpenCMS,

Plone, TYPO3

Simpler Products

Alterian CMC, Wordpress, DotNetNuke, Joomla, Kentico, OmniUpdate, OpenCMS, PaperThin, Telerik, TerminalFour

Real Story Group

2009 Categorization2009 Categorization 2010 Categorization2010 Categorization

EnterpriseEMC Documentum, Vignette, IBM, Interwoven, OpenText,

Oracle

Complex Enterprise Platform

EMC Documentum, OpenText Vignette, IBM, Autonomy / Interwoven,

Oracle

Upper-TierPercussion, CoreMedia, Day, FatWire, Mediasurface, SDL

Tridion

Upper-range Platforms

Percussion, CoreMedia, Day, FatWire, Mediasurface, SDL

Tridion

Mid Market Mainstream

Ektron, Escenic, Ingeniux, Microsoft, PaperThin, Sitecore Mid-Range Platforms

Drupal, Hippo, Refresh, Atex Polopoly, Alterian CME,

Microsoft, Open Text Web Solutions, Plone, Sitecore,

Typo3, Vyre

Mid Market Challengers

e-Spirit, Hannon Hill, Refresh, TerminalFour, Alterian, Enonic,

EPiServer, GOSS, Lyris, Telerik, Vyre

Mid-Range ProductsClickability, CrownPeak, e-Spirit, Hannon Hill, Refresh, Ektron, Escenic, eZ Publish,

Ingeniux, Enonic, EpiS, GOSS

Hosted Services CrownPeak, OmniUpdate, Clickability

Simpler Products

Alterian CMC, Wordpress, DotNetNuke, Joomla, Kentico, OmniUpdate, OpenCMS, PaperThin, Telerik, TerminalFour

Commercial Open Source

Alfresco, Hippo, DotNetNuke, eZ Systems, Magnolia Simpler Products

Alterian CMC, Wordpress, DotNetNuke, Joomla, Kentico, OmniUpdate, OpenCMS, PaperThin, Telerik, TerminalFourCommunity

Open SourceDrupal, Joomla, OpenCMS,

Plone, TYPO3

Simpler Products

Alterian CMC, Wordpress, DotNetNuke, Joomla, Kentico, OmniUpdate, OpenCMS, PaperThin, Telerik, TerminalFour

Real Story Group