Marketing Strategies forDeveloping Countries

The BrOffice.org Case

Claudio FilhoLead of pt-BR NLPBrOffice.org/OpenOffice.org

Understanding the country

Analysis of context:Social;

Political;

Cultural;

Economic.

Geographic;

Evaluating the situation;

PDCA Plan, Do, Check, Act.

Understanding the Brasil
Geographic situation

Numbers:27 states;

5.507 cities;

~ 200 M people;

60 M desktops.

2x

Understanding the Brazil
Economic analysis

The cost of box isR$ 1.500,00EUR 675,00

Understanding the Brazil
Economic analysis

~ 2,4 ton of soya

~21 @ / 315 Kg(almost a cow!)

~ 1,9 ton of corn

~1,6 ton of sugar

Economic analysis
Saving money

~ EUR 1 Bi/yearFor papers?!?!

Social analysis
Market

First jobDepends of know basic informatics;

Opportunities for small and medium IT companies to grow

Social analysis Consumption chain

Neighborhood

taxesFederal

State

Municipal

BENEFITS TOSOCIETY!

Industry:50 desktops x R$ 1500,00 / license = R$ 75000,00 / year;1 employer = R$ 600,00 brute/CLT/month = R$ 1.200,00 / month / company = R$ 14.400 / year;~ 5 employers / yearGas station

Drugstore

Local Market(food, clothes, etc.)

Understanding the Brazil
Cultural Issues

More downloads, less books

Costs x Investments same thing ?!?

Historical dependence

Population characteristics

http://www.flickr.com/photos/eclecticlibrarian/386743707/http://www.flickr.com/photos/ryanrocketship/3429583459/ http://www.flickr.com/photos/amsterdamned/1011990343/

$ ??$ !!

Understanding the Brazil
Political points

Brazil votes NO! to OpenXML in ISO;

Brazil did a national spec of ISO 23.600 ODF in its national board, the ABNT;

Government invest in an Interoperability Guide the e-PING, where the standard format is the ODF;

Created the Brasilia ODF Protocol;

Government supports the FLOSS initiative Normative Instruction 4.

Evaluating the situation

International Community

NGOLocalCommunity

Projetcs

Product

NewUsers

PDCA !!!

http://commons.wikimedia.org/wiki/File:PDCA-Cycle.png

Plan

How arrives in all part of society?
Government, market, final user

What are good actions to do for get more users and consumers? And volunteers ??

Who use office suite? How show for them about BrOffice.org?

PDCA !!!
Do

ProjectsEscritrio aberto, CoGrOO, Vero, Docs, etc

User group of BrOffice.org - GUBRO

BrOffice.org Magazine and Clipping

Do
Local user groups

Each state have one, with some goals:Monitoring and Legislation;

Social Inclusion;

Universities;

Events.

Check

All state initiatives are shared in the national list;

Some states yet haven't user groups;

Some states have one or two workgroups running;

Integrate the numbers.

PDCA !!!
Act

Need revision in some process;

Some states need help to understand some process;

To establish some goals for user groups, like the State BrOffice.org Meeting or universities contacted by semester;

Rethink some things like how get more multipliers (e-learn ?)

Questions ?

Special thanks for

Community and NGO

http://www.flickr.com/photos/crystaljingsr/3914729343/