competing with giants - how to win with drupal vs proprietary alternatives
DESCRIPTION
Drupal has become a serious player in the enterprise market, encountering a new set of competitors along the way. Free software alone isn't enough for most larger organizations to choose Drupal. The technical selection process is more intensive, with many more stakeholders influencing the decision process - each with their own biases and requirements. Additionally, enterprises rely on guidance from analysts and their peers to create their short list of potential options to consider. Raising the visibility of Drupal's strengths and success stories is critical to competing effectively in the enterprise market. In this session, we'll share our experiences positioning Drupal with the analyst community and with senior level executives from prospective customers. We'll discuss Drupal's weaknesses and lessons we've learned when Drupal has lost during the selection process, and how we, as a community, can work together to improve our chances in the future.TRANSCRIPT
Competing with Giants How to Win with Drupal vs Proprietary Alternatives
Bryan HouseVice President, MarketingAcquia@bryanhouse
Objectives for Session
• Explore market opportunity for Drupal
• Review how analysts perceive Drupal
• Discuss how to position Drupal to win
• Explore how you
Drupal Social Publishing Platform
Market Size [1,000,000+ sites]Innovation [7,000+ modules]Community [500,000+ members]
“… is as much a Social Software platform as it is a web content management system.”
CMS Watch, The Web CMS Report 2009[ ]
Open source, social publishing phenomenon. Drupal powers >1.5% of the Web.
Corp Site
Departmental Sites
Marketing MicrositesCommunity sites
Collaboration Intranet
External Websites
Internal Websites
Product sites
Other sites
Enterprise Web Infrastructure
What are Organizations Trying to Accomplish?
• Publish & organize rich content quickly
• Manage collections of sites
• Build communities to support ad hoc business activities
Yet, for Most Organizations Their Web Strategy Looks Like This
Or, More Likely, This...
Competitive landscape is shifting as Drupal enters the
Enterprise
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
• Business stakeholders
• CMO, department heads, content contributors
For many, its not simply a choice between open
source options
Web Content Management /
CMS Market
Gartner WCM Magic Quadrant
Gartner Magic Quadrant for Web Content Management 2010
• Drupal doesn’t make the list
Why?
• Minimum threshold - $10M in revenue
• How to measure in an open source ecosystem?
Forrester WCM Wave
• Again, Drupal doesn’t make the list
Why?
• Minimum threshold - $25 million in revenue
• 100+ customers with >1,000 employees
Forrester Wave: Web Content Management For External Sites, Q2 2009
Real Story Group formerly known as CMS Watch
Drupal “Designed explicitly for community-generated content, combining social interaction and web publishing into one platform”
“a relatively risky” choice• Just released a significant
major upgrade
• Not all modules upgraded
• Lack of experienced resources in the field
Real Story Group: 2011 WCM Market Analysis
2009 Categorization2009 Categorization 2010 Categorization2010 Categorization
EnterpriseComplex Enterprise
Platform
Upper-TierUpper-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 Products
Clickability, CrownPeak, e-Spirit, Hannon Hill, Refresh, Ektron, Escenic, eZ Publish,
Ingeniux, Enonic, EpiS, GOSS
Hosted Services
CrownPeak, OmniUpdate, Clickability
Simpler ProductsAlterian 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, TerminalFour
Community Open Source
Drupal, Joomla, OpenCMS, Plone, TYPO3
Simpler ProductsAlterian 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 Products
Clickability, CrownPeak, e-Spirit, Hannon Hill, Refresh, Ektron, Escenic, eZ Publish,
Ingeniux, Enonic, EpiS, GOSS
Hosted Services
CrownPeak, OmniUpdate, Clickability
Simpler ProductsAlterian 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, TerminalFour
Community Open Source
Drupal, Joomla, OpenCMS, Plone, TYPO3
Simpler ProductsAlterian CMC, Wordpress,
DotNetNuke, Joomla, Kentico, OmniUpdate, OpenCMS,
PaperThin, Telerik, TerminalFour
Real Story Group
Social Software / Community Software
Market
Gartner Internal Social Software
• Drupal a “Visionary”
Criteria?
• 15 Current users
• 100,000 active internal seats
• 4 organizations with 5,000 active users willing to provide referencesGartner Magic Quadrant, Social Software in the Workplace 2010
Gartner External Social Software
• Drupal a “Visionary”
Criteria?
• $3M revenues
• 250,000 active users
• 5 organizations with 5,000 active users willing to provide references
Gartner Magic Quadrant for Externally Facing Social Software, 2010
Forrester Community Platform Wave
• Only 5 vendors
Criteria?• 50% of clients deploy for
customer-facing communities
• 20% of install base has >$1B annual revenue
• Several communities with at least 250,000 members
Forrester Wave: Community Platforms, Q2 2010
How The Analysts See Drupal
Strengths• Community-oriented publishing and communication
• Lightweight core, extensible via vast array of modules
• Dynamic web application development framework
• Content services approach to content organization
How The Analysts See Drupal
Weaknesses• Lack of configuration management tools
• Weak content staging support
• Not a fit for formal editorial approval processes
How To Impact Analyst Coverage
Share success stories
Speak about your Drupal implementations
Ask the analysts about Drupal
Implications
Drupal is becoming a first class citizen in an enterprise web infrastructure
but, clearly room for improvement...
How to position Drupal to Win
where cost and speed to market are both critical
factors, open source software can play a key role in helping
organizations develop the capabilities they need to
achieve high performance quickly and at reduced cost
Shift to Content Services
• From self-contained, page-centric applications to content services frameworks
• Modular, flexible architecture to support rapid application development
• RESTful services - core infrastructure of the Web
How Drupal Manages Content
Nodes
Content blogpost
wikientry
webpage
video image media
References
Views
Dynamic Content Organization
• Free of hierarchical folder / site map approach to content organization
• Content service-level controls
• Vocabulary driven organization
Content Tagging
How Drupal Organizes Content
Content Tagging
How Drupal Organizes Content
Content Tagging
!"#$"%&'(")$*+,-."%Site Visitors
How Drupal Organizes Content
!!!!!!
Content Tagging
Site Visitors
How Drupal Organizes Content
!!!!!!
!"#$"%&'(")$*+,-."%Site Visitors
Content Tagging
How Drupal Organizes Content
Content + Community, at the Core
• As much a Social Software platform as a Web Content Management system
• Legacy systems add features, but not native
(micro)blogging
UGC
analytics
groups
profiles / friends
socialtagging
Social
rich media
templates
workflow
taxonomy
content
theme
Publishing
Drupal
Community Powered. Innovation.
How Drupal Manages UsersAdministrator Anonymous
UsersAuthenticated
Users
Roles Groups of like users
Create Page Edit Page
authors editors
Permissions Operations allowed by role
Views Determined by permissionsMy Posts All Posts
How Drupal Manages UsersAdministrator Anonymous
UsersAuthenticated
Users
Roles Groups of like users
Create Page Edit Page
authors editors
Permissions Operations allowed by role
Views Determined by permissionsMy Posts All Posts
Unlimited custom roles, permissions & views
Democratization of Development500,000 strong!
Case studies:Where Drupal wins
Situation
• 30+ websites
• Approaching end of 2 year, 8 figure project with proprietary system
• Falling well 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
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
Financial Services Company
Situation
• Using sunsetted version of SDL Tridion
• Migration assessment - $150,000!
• Explored different options
Result
• Trapped!
• Stuck in middle of 5 year amortization
• Incremental license costs cheaper option
more capabilitiesflexible architecture
faster time to marketbetter 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• [email protected]
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
What did you think?
Locate this session on the DCC website:http://chicago2011.drupal.org/sessions
Click the “Take the Survey” link.
Thanks!