Marketing Strategies for Developing Countries - The BrOffice.org Case

Transcript

1. Marketing Strategies for Developing Countries The BrOffice.org Case Claudio Filho Lead of pt-BR NLP BrOffice.org/OpenOffice.org
2. Understanding the country • Analysis of context: • Social; • Political; • Cultural; • Economic. • Geographic; • Evaluating the situation; • PDCA – Plan, Do, Check, Act.
3. Understanding the Brasil Geographic situation Numbers: • 27 states; • 5.507 cities; • ~ 200 M people; • 60 M desktops.
4. Understanding the Brazil Economic analysis • The cost of box is R$ 1.500,00 EUR 675,00
5. 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
6. Economic analysis Saving money ~ EUR 1 Bi/year For papers?!?! ~ EUR 1 Bi/year For papers?!?!
7. Social analysis Market • First job • Depends of know basic informatics; • Opportunities for small and medium IT companies to grow
8. Social analysis Consumption chain Neighborhood taxes • Federal • State • Municipal BENEFITS TO SOCIETY! 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 / year • Gas station • Drugstore • Local Market (food, clothes, etc.)
9. 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/ $ ?? $ ?? $ !! $ !!
10. 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.
11. Evaluating the situation International Community NGO Local Community Projetcs Product New Users
12. PDCA !!! http://commons.wikimedia.org/wiki/File:PDCA-Cycle.png
13. 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?
14. PDCA !!! Do • Projects • Escritório aberto, CoGrOO, Vero, Docs, etc • User group of BrOffice.org - GUBRO • BrOffice.org Magazine and Clipping
15. Do Local user groups • Each state have one, with some goals: • Monitoring and Legislation; • Social Inclusion; • Universities; • Events.
16. 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.
17. 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 ?)
18. Questions ? Special thanks for Community and NGO http://www.flickr.com/photos/crystaljingsr/3914729343/