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Free software
         business models

Arnaud Laprévote – research project director
     arnaud.laprevote@mandriva.com
OSS Business models
MANDRIVA 2010 inclura le
TASK ORIENTED DESKTOP
    Vous VOULEZ le tester
Summary

●   Why?
●   Who are you for talking to me like that ?
●   Market
●   Analysis grid
●   Activities
●   Revenues sources
●   Domains
●   Conclusion
WHY ?
WHO ARE
OSS business
   YOU TO
   models:
SPEAK TO ME
 not a choice,
     but ...
 LIKE THAT ?
Market

●   Economic and Social Impact of Software &
    Software-Based Services - Smart 2009/0041
    (Pierre Audoin Consultants)
●   Software and Software Based Services
    market in Europe :
     ● 2008 : 228.6 billion Euros in 2008

     ● 3.7% CAGR by 2012

     ● 2012 : 264.8 billion Euros.
Yes, size matters
Information systems market




  GDP : gross domestic product proportions hold
Revenues for France

●   Software revenue growth
     ● 2005 – 7%

     ● 2006 – 6%

●   Software and hardware service revenues
    growth
     ● 2005 – 7%

     ● 2006 – 6,5%
But small actors

●   1st european editor: SAP
●   2nd european editor: SAGE
Pcs in the world


● Nber of PCs sold in 2007 : 271 millions
● 1 billion of PCs in the world

● 2 billions of PCs planned in 2012 ?




     3% of energy expenses
And linux ?
1,2 %
 30%
What is
open source ?
Free to ...
Free of charge
     :=(
 €€€€€€€€€€
Free of charge
      =
 Free of any
  business ?
OSS Business models
Mandriva
   One of the five main Linux solutions editors in the
    world
   The only european one
   Quoted at Euronext stock exchange
   80 people
   500 contributors
   Sold in 150 countries
   Available in 80 languages
   More than 3 million users
   Offices in France and Brazil
Value chain
     Cap Gemini                     OpenWide,
     Atos, Eds, IBM      Service    IdealX, Linagora
     Global Services    companies
                                                            Level 4: Services
                                                  PostgreSQL, Jonas
Oracle, SAP,     Proprietary    Open Source       ObjectWeb, Nexedi,
BEA, IBM
                 Applications   Applications      Nuxeo
                                                            Level 3: Applications

                                             Mandriva,
                         Linux OS            Redhat,
                                             Novell/Suse
                                                            Level 2: Software platform


      HP, IBM, Dell      Hardware
                                                             Level 1: Hardware platform


      Intel, AMD, Via    Founders
                                                             Level 0: Chips and boards
● 2 millions
● 90 000

● Angola

● Nigeria 11 000

● Brazil 25 000
End of the interlude
What is a
business
model ?
A business model is a term used for a broad range of
informal and formal descriptions that are used by
enterprises to represent various aspects of its
business, including its purpose, offerings, strategies,
infrastructure, organizational structures, trading
practices, and operational processes and policies.
Dimensions

   Taille (de l'entreprise, des clients, du CA, du
    bénéf ce, des effectifs)
          i
   Domaine d'activité et spécialisation (ou pas)
   Métier principal
   Sources de revenues
   Proximité au code source
   Proportion de R&D
   Organisation
QualiPSo Survey

                                         Technical domain

                2 111   7
            4
        3
                                            Security                 eGovernment
    4                           13          Web/internet             eLearning
                                            Electrical Engineering   Banking / finance
                                            Infrastructure           Knowledge management
5                                           Middleware               Home appliance
                                            Embedded electronics     Energy generation and distribution
3                                    4      Medical                  Industry Automation
                                            Multimedia               Environment
                                            Accouting (ERP...)       Software for hardware (OEM)
    4
                            9
        3
            5
                 4      8
OSS Business models
Customer
  size

           Expertise
Main activities - identity
●   Information technology consulting – service
    company
●   Hosting of resources (hardware, software,
    informations, ...)
●   Hardware seller
●   Proprietary software editor
●   Open source software editor
●   Distribution editor (software integration)
●   Communication agency
●   Law and business consulting activities
●   Media company
Revenue sources

 ●   Service
 ●   Hardware
 ●   Delay
 ●   OSS for a price
 ●   Hosting
 ●   Branding
 ●   Advertising
 ●   Sponsoring
Revenue sources


●   Insurance / warranty
●   Toll
●   Subventions
●   Dual-licensing
●   Proprietary software
Revenue sources
                                                                Revenue sources
                                  Consulting
                             OSS for a price
                            Infinite support
                                     Hosting
                        Dev. - customisation
                                     Support
                                    Training                                                          Linbox
                                 Subventions                                                          Europe-B
           Proprietary extensions / software                                                          Europe-A
                            Proprietary ext.                                                          Europe-C
Features




                                  Tax credit
                                                                                                      Mandriva
                                         JEI
                                                                                                      Red Hat
                                    Branding
                                                                                                      EBM Websourcing
                                    Hardware
                                                                                                      Europe-D
                               Certification
             Provide OSS software with delay
                                                                                                      Dhooges
                              Dual licensing                                                          Logilab
                                Publications
                                 Advertising
                                  Sponsoring
                              Other services

                                               0%   10%   20%       30%      40%   50%   60%   70%   80%     90%        100%
                                                                      percentage
Problem : the lever effect

€   service        €   Software




    costs      t                  t
    revenues
Lever effect for open source software
               edition ?
          margin       margin S
          Support      margin M
                       margin T

          margin




                                 t
                             en
                           pm
        Maintenance


                            lo
                         ve
                      De

          margin
          Training
                           ?
The key to development f nancing
                       i
     margin       margin S
     Support      margin M
                  margin T

     margin




                            t
                        en
                      pm
   Maintenance
                       lo
                    ve
                                margin
                 De



     margin
     Training
                      ?
Insurancial
 dimension
     ?
And the remaining
  margin       margin S
  Support      margin M

               margin T

  margin


                         t
                     en
                               margin
Maintenance        pm
                    lo       Insurance
                 ve
              De




  margin
 Training
                   ?         Investments
                             Subventions
PWB : Payed web
based
Activity, source code and
       communities
Source and community

                                Service company
                  n
               tio
           ic a                      Embedded
     un
  m m cy                r
Co en            ito
 Ag           Ed                   Hosting
              Creator




                                                                Use
                                                   Bug report
                                   Documentation
                            Contributor < 1%
           Contributor [1,10%]
 Community
 Animation
Conclusion
●   The future of Open Source funding is
    insurancial in the professional market
●   The future of Open Source is advertisement,
    branding and “toll” for the consumer market
●   To reach 2 billions of computers new markets
    must be opened => cost diminution
●   Open source is a viable economical model
    that may become pre-eminent on other
    economical models for software
MANDRIVA 2010 inclura le
TASK ORIENTED DESKTOP
    Vous VOULEZ le tester
Thanks

www.qualipso.org and the deliverable D2.1.3




April, for its white paper about free software
business models
Syntec for its synthesis 2007 about IT market
Mandriva Linux
Open Simple Innovative
Annexes
What does sell
  a service
 company ?
What does sell
an open source
    service
  company ?
Not
concentrated ?
Resource
provider ?
Hardware
 seller ?
Proprietary
 software
 editor ?
Open source
 software
  editor ?
Distribution
  editor ?
Traditional Operating System
            editor



                Software editor




  Customer
                Traditional OS
                editor
Linux distribution editor




            Linux distribution   Software editor
Customer    editor
Communication
  agency ?
IP specialist ?
Free software
         business models

Arnaud Laprévote – research project director
     arnaud.laprevote@mandriva.com
OSS Business models
MANDRIVA 2010 inclura le
TASK ORIENTED DESKTOP
    Vous VOULEZ le tester
Summary

●   Why?
●   Who are you for talking to me like that ?
●   Market
●   Analysis grid
●   Activities
●   Revenues sources
●   Domains
●   Conclusion
WHY ?



Normally, everybody should be
supporting it
But what are we earning money with?
   Key point to reassure potential users
   Key point for setting up new activities
    in new or existing companies
Linbox FAS – funded December 1996 –
bought out May 2007
WHO ARE
     OSS business
        YOU TO
        models:
     SPEAK TO ME
      not a choice,
          but ...
      LIKE THAT ?

Engineer (ENSMM 1988 and ENSERG 1989)
specialized in digital micro-electronics
Research assistant at Institut für Datentechnik,
  Darmstadt (1990)
Manager of digital electronics laboratory in the
  signal processing department at TDF-C2R
  (1991-1994)
« Advanced TV and multimedia » Team director at
  the R&D center, THOMSON multimedia (1995-
  1996)
Created Free&ALter Soft (12/1996)
Linbox buy out in 2001 => Linbox FAS
Product refocusing (LRS)
Buy out of Linbox FAS in 2007 by Mandriva
Market

●   Economic and Social Impact of Software &
    Software-Based Services - Smart 2009/0041
    (Pierre Audoin Consultants)
●   Software and Software Based Services
    market in Europe :
     ● 2008 : 228.6 billion Euros in 2008

     ● 3.7% CAGR by 2012

     ● 2012 : 264.8 billion Euros.
Yes, size matters
Information systems market




  GDP : gross domestic product proportions hold
Revenues for France

●   Software revenue growth
     ● 2005 – 7%

     ● 2006 – 6%

●   Software and hardware service revenues
    growth
     ● 2005 – 7%

     ● 2006 – 6,5%
But small actors

     ●   1st european editor: SAP
     ●   2nd european editor: SAGE




SAP : – 8 billion € turnover in 2007 (it's pretty
 few)
 – 1 billion € turnover
 (Truffle 100 study)
 But benefits of France Telecom in 2007
    was 8 billion €
Pcs in the world


      ● Nber of PCs sold in 2007 : 271 millions
      ● 1 billion of PCs in the world

      ● 2 billions of PCs planned in 2012 ?




           3% of energy expenses




3% energy = air transport energy expenses
!!!!!
And linux ?



Normally, everybody should be
supporting it
But what are we earning money with?
   Key point to reassure potential users
   Key point for setting up new activities
    in new or existing companies
Linbox FAS – funded December 1996 –
bought out May 2007
1,2 %
               30%


France
Desktop
between 20 et 30 millions of Pcs
1,1% (AT Institute) of PCs under linux :
between 220 000 et 330 000
Server ?
Majority of web servers are under linux

World
~ 1 billion pcs
~ 11 millions of pcs under linux
What is
     open source ?


Open Source implies that everyone can
share the software, and that leads the
software to be free (in price), even if it's
not imposed or needed by the licence
But how to create an economical activity
with something free of charge?
Free to ...



download/distribution
use
modification
distribution of modification

Open Source implies that everyone can
share the software, and that leads the
software to be free (in price), even if it's
not imposed or needed by the licence
But how to create an economical activity
with something free of charge?
Free of charge
     :=(
 €€€€€€€€€€
Free of charge
          =
     Free of any
      business ?

Metro newspaper
Museums
Web sites
Education (not everywhere)
Wifi in some towns
Non paying televisions
Skype calls
Local phone communications
...
Free and business are common
OSS Business models
Mandriva
   One of the five main Linux solutions editors in the
    world
   The only european one
   Quoted at Euronext stock exchange
   80 people
   500 contributors
   Sold in 150 countries
   Available in 80 languages
   More than 3 million users
   Offices in France and Brazil
Value chain
     Cap Gemini                     OpenWide,
     Atos, Eds, IBM      Service    IdealX, Linagora
     Global Services    companies
                                                            Level 4: Services
                                                  PostgreSQL, Jonas
Oracle, SAP,     Proprietary    Open Source       ObjectWeb, Nexedi,
BEA, IBM
                 Applications   Applications      Nuxeo
                                                            Level 3: Applications

                                             Mandriva,
                         Linux OS            Redhat,
                                             Novell/Suse
                                                            Level 2: Software platform


      HP, IBM, Dell      Hardware
                                                             Level 1: Hardware platform


      Intel, AMD, Via    Founders
                                                             Level 0: Chips and boards
● 2 millions
           ● 90 000

           ● Angola

           ● Nigeria 11 000

           ● Brazil 25 000




2 million downloads of each Mandriva release
90 000 computers in a big French administration
Angola
Tutorials, development of Angolinux, deployment
Nigeria
11 000 Classmate PC using Mandriva
Brazil
25 000 machines with Mandriva sold each month
  by Positivo
End of the interlude
What is a
business
model ?
A business model is a term used for a broad range of
  informal and formal descriptions that are used by
  enterprises to represent various aspects of its
  business, including its purpose, offerings, strategies,
  infrastructure, organizational structures, trading
  practices, and operational processes and policies.




A lot of dimensions in the universal sample space:
Customers
Size
Field of activity
Activity
Revenue source
Closeness to source code
Repartition between technical and commercial
staff
R&D proportion
...

One company = one combination of factors
Our goal is to identify and show some winning
combinations
Dimensions

   Taille (de l'entreprise, des clients, du CA, du
    bénéf ce, des effectifs)
          i
   Domaine d'activité et spécialisation (ou pas)
   Métier principal
   Sources de revenues
   Proximité au code source
   Proportion de R&D
   Organisation
QualiPSo Survey

                                              Technical domain

                     2 111   7
                 4
             3
                                                 Security                 eGovernment
         4                           13          Web/internet             eLearning
                                                 Electrical Engineering   Banking / finance
                                                 Infrastructure           Knowledge management
     5                                           Middleware               Home appliance
                                                 Embedded electronics     Energy generation and distribution
     3                                    4      Medical                  Industry Automation
                                                 Multimedia               Environment
                                                 Accouting (ERP...)       Software for hardware (OEM)
         4
                                 9
             3
                 5
                      4      8




The main ones for open source software are :
security
internet
infrastructure
network
File, mail, communication or ... server,
Office automation
Game
Multimedia
Accounting, ERPs
Many fields
All fields
OSS Business models
Customer
                size

                              Expertise




Rules of thumb :
 * you do business with entity of with the same
size order than you,
 * if not (you are a small company selling to a big)
you must have a very specialised expertise to
appeal to big companies,
 * if you sell to small companies, you will sell a
very wide expertise (« I take care of your
computers ») but obviously not as deep.
The figure above represent that.
Main activities - identity
    ●   Information technology consulting – service
        company
    ●   Hosting of resources (hardware, software,
        informations, ...)
    ●   Hardware seller
    ●   Proprietary software editor
    ●   Open source software editor
    ●   Distribution editor (software integration)
    ●   Communication agency
    ●   Law and business consulting activities
    ●   Media company




A software service company sells time and
knowledge/expertise
expertise on proprietary software
Expertise on open source software
NO DIFFERENCE !!!!!!?????
Added value ++
In the detail :
●Consulting

●Training

●Set up

●Support

●Outsourcing

●Integration

●Customisation

●Development

●Certification,

●
Revenue sources

                   ●   Service
                   ●   Hardware
                   ●   Delay
                   ●   OSS for a price
                   ●   Hosting
                   ●   Branding
                   ●   Advertising
                   ●   Sponsoring




●   Service (selling of time and expertise)
●   Hardware
●   Publicly publish with a delay (immediate access
    for a price)
●   Open source software distribution for a price
●   Hosting
●   Sources linked to gratuity and image
●   Branding (teeshirt, teapot, club Mandriva, trade
    licence sell, ? Franchise ?, ...)
●   Advertising
●   Sponsoring (Google => Mozilla, Intel, HP, club
    Mandriva, ...)
Revenue sources


             ●   Insurance / warranty
             ●   Toll
             ●   Subventions
             ●   Dual-licensing
             ●   Proprietary software




Insurance / warranty
« Toll » if a financial exchange is done
If a financial exchange is done from the OS
   (buying of music, of video, of a game, of a
   software, ...) => the distribution editor allows
   this financial exchange => he should get some
   money for this service (Amarok).
Subventions (for creating an open source software)
Creation of a good which is to the disposal of
   everybody => giving subvention is fairly logical
   as it may benefit to all.
Dual-licensing :
Imposes a copyright transfer for contributors =>
   slows down the dynamic around the project
Proprietary software (extension)
Requires a structure or a licence adapted (Apache,
   BSD style, Mozilla)
Revenue sources
                                                                 Revenue sources
                                  Consulting
                             OSS for a price
                            Infinite support
                                      Hosting
                        Dev. - customisation
                                      Support
                                    Training                                                            Linbox
                                 Subventions                                                            Europe-B
           Proprietary extensions / software                                                            Europe-A
                            Proprietary ext.                                                            Europe-C
Features




                                  Tax credit
                                                                                                        Mandriva
                                          JEI
                                                                                                        Red Hat
                                    Branding
                                                                                                        EBM Websourcing
                                    Hardware
                                                                                                        Europe-D
                               Certification
             Provide OSS software with delay
                                                                                                        Dhooges
                              Dual licensing                                                            Logilab
                                Publications
                                 Advertising
                                  Sponsoring
                              Other services

                                                0%   10%   20%       30%       40%   50%   60%   70%   80%      90%       100%
                                                                       percentage
Problem : the lever effect

€   service        €   Software




    costs      t                  t
    revenues
Lever effect for open source software
                  edition ?
                margin     margin S
               Support     margin M
                           margin T

                margin




                                      t
                                  en
                                  m
             Maintenance




                             lop
                             ve
                           De
                margin
               Training
                              ?

Revenues without lever effect !!!!
The key to development f nancing
                             i
            margin      margin S
            Support     margin M
                        margin T

            margin




                                   t
                               en
                               m
          Maintenance


                          lop
                          ve           margin
                        De

            margin
            Training
                           ?

Unlimited Support =
In case of problem, all means will be taken for this
  problem to never occur again => insurancial
  dimension of support = lever effect.
Insurancial
              dimension
                  ?

Only advantages ...
For the customer
●Cost control on a function

●It's better for the editor to minimize the support, and

that means developing a great quality product →
virtuous circle
●Adding functions for developing the installed basis

For the editor
●Recurrent and continuous revenues, corresponding

to the production economic reality
●Capacity to foresee revenues
And the remaining
  margin      margin S
  Support     margin M
              margin T

  margin




                         t
                     en
                               margin
                             Insurance

                     m
Maintenance
                lop
                ve
              De



  margin
 Training
                 ?           Investments
                             Subventions
PWB : Payed web
based
Activity, source code and
       communities
Source and community

                              Service company
                 n
             tio
       ni ca                       Embedded
      u
  m m cy          r
Co e n         ito
 Ag          Ed                  Hosting
             Creator




                                                              Use
                                                 Bug report
                                 Documentation
                          Contributor < 1%
           Contributor [1,10%]
 Community
 Animation
Conclusion
●   The future of Open Source funding is
    insurancial in the professional market
●   The future of Open Source is advertisement,
    branding and “toll” for the consumer market
●   To reach 2 billions of computers new markets
    must be opened => cost diminution
●   Open source is a viable economical model
    that may become pre-eminent on other
    economical models for software
MANDRIVA 2010 inclura le
TASK ORIENTED DESKTOP
    Vous VOULEZ le tester
Thanks

www.qualipso.org and the deliverable D2.1.3




April, for its white paper about free software
business models
Syntec for its synthesis 2007 about IT market
Mandriva Linux
Open Simple Innovative
Annexes




A software service company sells time and
knowledge/expertise
expertise on proprietary software
What does sell
      a service
     company ?


A software service company sells time and
knowledge/expertise
expertise on proprietary software
What does sell
   an open source
       service
     company ?

Expertise on open source software
NO DIFFERENCE !!!!!!?????
Added value ++
In the detail :
●Consulting

●Training

●Set up

●Support

●Outsourcing

●Integration

●Customisation

●Development

●Certification,

●Migration process

●certification / quality
Not
    concentrated ?


Steria, On-X
Apitux, Librenberry, Free Electrons,
Silecs, Cliss XXI, Pragmatic Source, Ars
Aperta, Merethis, LDD, Nereides, Siloh,
Bearstech, Netaktiv, Easter Eggs, Alcôve
Libreboot, Alca Torda, Sfwan, Open Via,
Pi-Lyon, Zefyris, Exemole, Eitics, Alter
Way, Code Lutin, Ambika, Infoclip,
Itaapy, Atreal
....

Today : development of many small local
actors and market structuration through
big and/or specialized actors (AlterWay,
Linagora, Mandriva, ...)
Resource
              provider ?


Pure hosting :
●Put machine and bandwidth to disposal

●Physical access (power on / off / BIOS / reparation)

●Simplified remote command line access

●Automatisation of set up (Dedibox, Gandi, ...)

●With a SLA (time to replace a machine, guarantee

on power supply, bandwidth, ...)
Added value hosting
●monitoring

●backup

●maintenance/system updates

●support

Application hosting
●groupware, mail server, ERP, web site,

ecommerce, ...
High Performance Computing
Information provider (web sites)
Hardware
               seller ?


DivX player
Tivo
TomTom
Some wifi / ADSL router / modem
Archos
Tooling machines
HPC vendors (sun, SGI, Bull, Nec, ...)
Embedded linux
●++

●Any people who need a standard software stack

(network, hard disk, audio or video stack, http
streaming, http, ssh, ...)
Proprietary
              software
              editor ?

All models around double licensing :
    Open version – proprietary version => Mysql,
     Trolltech, ...
Editor using open source basis
    Very common in the java world. Proprietary
     product including java, struts, tomcat, apache, ...
    IBM, tomcat, websphere
    IBM, Eclipse, => Rational offer
    Zend (php)
    Linbox FAS (Linbox Rescue Server)
Open source
 software
  editor ?
Distribution
             editor ?


RedHat, Suse Novell, Ubuntu, Mandriva, Centos, ...
An economic activity
That do not work without the remaining of the open
source ecosystem
Traditional Operating System
            editor



                Software editor




  Customer
                Traditional OS
                editor
Linux distribution editor




            Linux distribution   Software editor
Customer    editor
Communication
         agency ?


Communication around a project
Animate the community
Eclipse fondation Eclipse
Apache fondation
Mozilla fondation
IP specialist ?



Provide service and warranty for the legal aspect of
OS
no proprietary « contamination » => Open source or
Open source => proprietary (black duck)
Warranty against patent attack or any other legal
attack

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OSS Business models

  • 1. Free software business models Arnaud Laprévote – research project director arnaud.laprevote@mandriva.com
  • 3. MANDRIVA 2010 inclura le TASK ORIENTED DESKTOP Vous VOULEZ le tester
  • 4. Summary ● Why? ● Who are you for talking to me like that ? ● Market ● Analysis grid ● Activities ● Revenues sources ● Domains ● Conclusion
  • 6. WHO ARE OSS business YOU TO models: SPEAK TO ME not a choice, but ... LIKE THAT ?
  • 7. Market ● Economic and Social Impact of Software & Software-Based Services - Smart 2009/0041 (Pierre Audoin Consultants) ● Software and Software Based Services market in Europe : ● 2008 : 228.6 billion Euros in 2008 ● 3.7% CAGR by 2012 ● 2012 : 264.8 billion Euros.
  • 9. Information systems market GDP : gross domestic product proportions hold
  • 10. Revenues for France ● Software revenue growth ● 2005 – 7% ● 2006 – 6% ● Software and hardware service revenues growth ● 2005 – 7% ● 2006 – 6,5%
  • 11. But small actors ● 1st european editor: SAP ● 2nd european editor: SAGE
  • 12. Pcs in the world ● Nber of PCs sold in 2007 : 271 millions ● 1 billion of PCs in the world ● 2 billions of PCs planned in 2012 ? 3% of energy expenses
  • 17. Free of charge :=( €€€€€€€€€€
  • 18. Free of charge = Free of any business ?
  • 20. Mandriva  One of the five main Linux solutions editors in the world  The only european one  Quoted at Euronext stock exchange  80 people  500 contributors  Sold in 150 countries  Available in 80 languages  More than 3 million users  Offices in France and Brazil
  • 21. Value chain Cap Gemini OpenWide, Atos, Eds, IBM Service IdealX, Linagora Global Services companies Level 4: Services PostgreSQL, Jonas Oracle, SAP, Proprietary Open Source ObjectWeb, Nexedi, BEA, IBM Applications Applications Nuxeo Level 3: Applications Mandriva, Linux OS Redhat, Novell/Suse Level 2: Software platform HP, IBM, Dell Hardware Level 1: Hardware platform Intel, AMD, Via Founders Level 0: Chips and boards
  • 22. ● 2 millions ● 90 000 ● Angola ● Nigeria 11 000 ● Brazil 25 000
  • 23. End of the interlude
  • 25. A business model is a term used for a broad range of informal and formal descriptions that are used by enterprises to represent various aspects of its business, including its purpose, offerings, strategies, infrastructure, organizational structures, trading practices, and operational processes and policies.
  • 26. Dimensions  Taille (de l'entreprise, des clients, du CA, du bénéf ce, des effectifs) i  Domaine d'activité et spécialisation (ou pas)  Métier principal  Sources de revenues  Proximité au code source  Proportion de R&D  Organisation
  • 27. QualiPSo Survey Technical domain 2 111 7 4 3 Security eGovernment 4 13 Web/internet eLearning Electrical Engineering Banking / finance Infrastructure Knowledge management 5 Middleware Home appliance Embedded electronics Energy generation and distribution 3 4 Medical Industry Automation Multimedia Environment Accouting (ERP...) Software for hardware (OEM) 4 9 3 5 4 8
  • 29. Customer size Expertise
  • 30. Main activities - identity ● Information technology consulting – service company ● Hosting of resources (hardware, software, informations, ...) ● Hardware seller ● Proprietary software editor ● Open source software editor ● Distribution editor (software integration) ● Communication agency ● Law and business consulting activities ● Media company
  • 31. Revenue sources ● Service ● Hardware ● Delay ● OSS for a price ● Hosting ● Branding ● Advertising ● Sponsoring
  • 32. Revenue sources ● Insurance / warranty ● Toll ● Subventions ● Dual-licensing ● Proprietary software
  • 33. Revenue sources Revenue sources Consulting OSS for a price Infinite support Hosting Dev. - customisation Support Training Linbox Subventions Europe-B Proprietary extensions / software Europe-A Proprietary ext. Europe-C Features Tax credit Mandriva JEI Red Hat Branding EBM Websourcing Hardware Europe-D Certification Provide OSS software with delay Dhooges Dual licensing Logilab Publications Advertising Sponsoring Other services 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% percentage
  • 34. Problem : the lever effect € service € Software costs t t revenues
  • 35. Lever effect for open source software edition ? margin margin S Support margin M margin T margin t en pm Maintenance lo ve De margin Training ?
  • 36. The key to development f nancing i margin margin S Support margin M margin T margin t en pm Maintenance lo ve margin De margin Training ?
  • 38. And the remaining margin margin S Support margin M margin T margin t en margin Maintenance pm lo Insurance ve De margin Training ? Investments Subventions
  • 39. PWB : Payed web based
  • 40. Activity, source code and communities
  • 41. Source and community Service company n tio ic a Embedded un m m cy r Co en ito Ag Ed Hosting Creator Use Bug report Documentation Contributor < 1% Contributor [1,10%] Community Animation
  • 42. Conclusion ● The future of Open Source funding is insurancial in the professional market ● The future of Open Source is advertisement, branding and “toll” for the consumer market ● To reach 2 billions of computers new markets must be opened => cost diminution ● Open source is a viable economical model that may become pre-eminent on other economical models for software
  • 43. MANDRIVA 2010 inclura le TASK ORIENTED DESKTOP Vous VOULEZ le tester
  • 44. Thanks www.qualipso.org and the deliverable D2.1.3 April, for its white paper about free software business models Syntec for its synthesis 2007 about IT market
  • 47. What does sell a service company ?
  • 48. What does sell an open source service company ?
  • 55. Traditional Operating System editor Software editor Customer Traditional OS editor
  • 56. Linux distribution editor Linux distribution Software editor Customer editor
  • 59. Free software business models Arnaud Laprévote – research project director arnaud.laprevote@mandriva.com
  • 61. MANDRIVA 2010 inclura le TASK ORIENTED DESKTOP Vous VOULEZ le tester
  • 62. Summary ● Why? ● Who are you for talking to me like that ? ● Market ● Analysis grid ● Activities ● Revenues sources ● Domains ● Conclusion
  • 63. WHY ? Normally, everybody should be supporting it But what are we earning money with? Key point to reassure potential users Key point for setting up new activities in new or existing companies Linbox FAS – funded December 1996 – bought out May 2007
  • 64. WHO ARE OSS business YOU TO models: SPEAK TO ME not a choice, but ... LIKE THAT ? Engineer (ENSMM 1988 and ENSERG 1989) specialized in digital micro-electronics Research assistant at Institut für Datentechnik, Darmstadt (1990) Manager of digital electronics laboratory in the signal processing department at TDF-C2R (1991-1994) « Advanced TV and multimedia » Team director at the R&D center, THOMSON multimedia (1995- 1996) Created Free&ALter Soft (12/1996) Linbox buy out in 2001 => Linbox FAS Product refocusing (LRS) Buy out of Linbox FAS in 2007 by Mandriva
  • 65. Market ● Economic and Social Impact of Software & Software-Based Services - Smart 2009/0041 (Pierre Audoin Consultants) ● Software and Software Based Services market in Europe : ● 2008 : 228.6 billion Euros in 2008 ● 3.7% CAGR by 2012 ● 2012 : 264.8 billion Euros.
  • 67. Information systems market GDP : gross domestic product proportions hold
  • 68. Revenues for France ● Software revenue growth ● 2005 – 7% ● 2006 – 6% ● Software and hardware service revenues growth ● 2005 – 7% ● 2006 – 6,5%
  • 69. But small actors ● 1st european editor: SAP ● 2nd european editor: SAGE SAP : – 8 billion € turnover in 2007 (it's pretty few) – 1 billion € turnover (Truffle 100 study) But benefits of France Telecom in 2007 was 8 billion €
  • 70. Pcs in the world ● Nber of PCs sold in 2007 : 271 millions ● 1 billion of PCs in the world ● 2 billions of PCs planned in 2012 ? 3% of energy expenses 3% energy = air transport energy expenses !!!!!
  • 71. And linux ? Normally, everybody should be supporting it But what are we earning money with? Key point to reassure potential users Key point for setting up new activities in new or existing companies Linbox FAS – funded December 1996 – bought out May 2007
  • 72. 1,2 % 30% France Desktop between 20 et 30 millions of Pcs 1,1% (AT Institute) of PCs under linux : between 220 000 et 330 000 Server ? Majority of web servers are under linux World ~ 1 billion pcs ~ 11 millions of pcs under linux
  • 73. What is open source ? Open Source implies that everyone can share the software, and that leads the software to be free (in price), even if it's not imposed or needed by the licence But how to create an economical activity with something free of charge?
  • 74. Free to ... download/distribution use modification distribution of modification Open Source implies that everyone can share the software, and that leads the software to be free (in price), even if it's not imposed or needed by the licence But how to create an economical activity with something free of charge?
  • 75. Free of charge :=( €€€€€€€€€€
  • 76. Free of charge = Free of any business ? Metro newspaper Museums Web sites Education (not everywhere) Wifi in some towns Non paying televisions Skype calls Local phone communications ... Free and business are common
  • 78. Mandriva  One of the five main Linux solutions editors in the world  The only european one  Quoted at Euronext stock exchange  80 people  500 contributors  Sold in 150 countries  Available in 80 languages  More than 3 million users  Offices in France and Brazil
  • 79. Value chain Cap Gemini OpenWide, Atos, Eds, IBM Service IdealX, Linagora Global Services companies Level 4: Services PostgreSQL, Jonas Oracle, SAP, Proprietary Open Source ObjectWeb, Nexedi, BEA, IBM Applications Applications Nuxeo Level 3: Applications Mandriva, Linux OS Redhat, Novell/Suse Level 2: Software platform HP, IBM, Dell Hardware Level 1: Hardware platform Intel, AMD, Via Founders Level 0: Chips and boards
  • 80. ● 2 millions ● 90 000 ● Angola ● Nigeria 11 000 ● Brazil 25 000 2 million downloads of each Mandriva release 90 000 computers in a big French administration Angola Tutorials, development of Angolinux, deployment Nigeria 11 000 Classmate PC using Mandriva Brazil 25 000 machines with Mandriva sold each month by Positivo
  • 81. End of the interlude
  • 83. A business model is a term used for a broad range of informal and formal descriptions that are used by enterprises to represent various aspects of its business, including its purpose, offerings, strategies, infrastructure, organizational structures, trading practices, and operational processes and policies. A lot of dimensions in the universal sample space: Customers Size Field of activity Activity Revenue source Closeness to source code Repartition between technical and commercial staff R&D proportion ... One company = one combination of factors Our goal is to identify and show some winning combinations
  • 84. Dimensions  Taille (de l'entreprise, des clients, du CA, du bénéf ce, des effectifs) i  Domaine d'activité et spécialisation (ou pas)  Métier principal  Sources de revenues  Proximité au code source  Proportion de R&D  Organisation
  • 85. QualiPSo Survey Technical domain 2 111 7 4 3 Security eGovernment 4 13 Web/internet eLearning Electrical Engineering Banking / finance Infrastructure Knowledge management 5 Middleware Home appliance Embedded electronics Energy generation and distribution 3 4 Medical Industry Automation Multimedia Environment Accouting (ERP...) Software for hardware (OEM) 4 9 3 5 4 8 The main ones for open source software are : security internet infrastructure network File, mail, communication or ... server, Office automation Game Multimedia Accounting, ERPs Many fields All fields
  • 87. Customer size Expertise Rules of thumb : * you do business with entity of with the same size order than you, * if not (you are a small company selling to a big) you must have a very specialised expertise to appeal to big companies, * if you sell to small companies, you will sell a very wide expertise (« I take care of your computers ») but obviously not as deep. The figure above represent that.
  • 88. Main activities - identity ● Information technology consulting – service company ● Hosting of resources (hardware, software, informations, ...) ● Hardware seller ● Proprietary software editor ● Open source software editor ● Distribution editor (software integration) ● Communication agency ● Law and business consulting activities ● Media company A software service company sells time and knowledge/expertise expertise on proprietary software Expertise on open source software NO DIFFERENCE !!!!!!????? Added value ++ In the detail : ●Consulting ●Training ●Set up ●Support ●Outsourcing ●Integration ●Customisation ●Development ●Certification, ●
  • 89. Revenue sources ● Service ● Hardware ● Delay ● OSS for a price ● Hosting ● Branding ● Advertising ● Sponsoring ● Service (selling of time and expertise) ● Hardware ● Publicly publish with a delay (immediate access for a price) ● Open source software distribution for a price ● Hosting ● Sources linked to gratuity and image ● Branding (teeshirt, teapot, club Mandriva, trade licence sell, ? Franchise ?, ...) ● Advertising ● Sponsoring (Google => Mozilla, Intel, HP, club Mandriva, ...)
  • 90. Revenue sources ● Insurance / warranty ● Toll ● Subventions ● Dual-licensing ● Proprietary software Insurance / warranty « Toll » if a financial exchange is done If a financial exchange is done from the OS (buying of music, of video, of a game, of a software, ...) => the distribution editor allows this financial exchange => he should get some money for this service (Amarok). Subventions (for creating an open source software) Creation of a good which is to the disposal of everybody => giving subvention is fairly logical as it may benefit to all. Dual-licensing : Imposes a copyright transfer for contributors => slows down the dynamic around the project Proprietary software (extension) Requires a structure or a licence adapted (Apache, BSD style, Mozilla)
  • 91. Revenue sources Revenue sources Consulting OSS for a price Infinite support Hosting Dev. - customisation Support Training Linbox Subventions Europe-B Proprietary extensions / software Europe-A Proprietary ext. Europe-C Features Tax credit Mandriva JEI Red Hat Branding EBM Websourcing Hardware Europe-D Certification Provide OSS software with delay Dhooges Dual licensing Logilab Publications Advertising Sponsoring Other services 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% percentage
  • 92. Problem : the lever effect € service € Software costs t t revenues
  • 93. Lever effect for open source software edition ? margin margin S Support margin M margin T margin t en m Maintenance lop ve De margin Training ? Revenues without lever effect !!!!
  • 94. The key to development f nancing i margin margin S Support margin M margin T margin t en m Maintenance lop ve margin De margin Training ? Unlimited Support = In case of problem, all means will be taken for this problem to never occur again => insurancial dimension of support = lever effect.
  • 95. Insurancial dimension ? Only advantages ... For the customer ●Cost control on a function ●It's better for the editor to minimize the support, and that means developing a great quality product → virtuous circle ●Adding functions for developing the installed basis For the editor ●Recurrent and continuous revenues, corresponding to the production economic reality ●Capacity to foresee revenues
  • 96. And the remaining margin margin S Support margin M margin T margin t en margin Insurance m Maintenance lop ve De margin Training ? Investments Subventions
  • 97. PWB : Payed web based
  • 98. Activity, source code and communities
  • 99. Source and community Service company n tio ni ca Embedded u m m cy r Co e n ito Ag Ed Hosting Creator Use Bug report Documentation Contributor < 1% Contributor [1,10%] Community Animation
  • 100. Conclusion ● The future of Open Source funding is insurancial in the professional market ● The future of Open Source is advertisement, branding and “toll” for the consumer market ● To reach 2 billions of computers new markets must be opened => cost diminution ● Open source is a viable economical model that may become pre-eminent on other economical models for software
  • 101. MANDRIVA 2010 inclura le TASK ORIENTED DESKTOP Vous VOULEZ le tester
  • 102. Thanks www.qualipso.org and the deliverable D2.1.3 April, for its white paper about free software business models Syntec for its synthesis 2007 about IT market
  • 104. Annexes A software service company sells time and knowledge/expertise expertise on proprietary software
  • 105. What does sell a service company ? A software service company sells time and knowledge/expertise expertise on proprietary software
  • 106. What does sell an open source service company ? Expertise on open source software NO DIFFERENCE !!!!!!????? Added value ++ In the detail : ●Consulting ●Training ●Set up ●Support ●Outsourcing ●Integration ●Customisation ●Development ●Certification, ●Migration process ●certification / quality
  • 107. Not concentrated ? Steria, On-X Apitux, Librenberry, Free Electrons, Silecs, Cliss XXI, Pragmatic Source, Ars Aperta, Merethis, LDD, Nereides, Siloh, Bearstech, Netaktiv, Easter Eggs, Alcôve Libreboot, Alca Torda, Sfwan, Open Via, Pi-Lyon, Zefyris, Exemole, Eitics, Alter Way, Code Lutin, Ambika, Infoclip, Itaapy, Atreal .... Today : development of many small local actors and market structuration through big and/or specialized actors (AlterWay, Linagora, Mandriva, ...)
  • 108. Resource provider ? Pure hosting : ●Put machine and bandwidth to disposal ●Physical access (power on / off / BIOS / reparation) ●Simplified remote command line access ●Automatisation of set up (Dedibox, Gandi, ...) ●With a SLA (time to replace a machine, guarantee on power supply, bandwidth, ...) Added value hosting ●monitoring ●backup ●maintenance/system updates ●support Application hosting ●groupware, mail server, ERP, web site, ecommerce, ... High Performance Computing Information provider (web sites)
  • 109. Hardware seller ? DivX player Tivo TomTom Some wifi / ADSL router / modem Archos Tooling machines HPC vendors (sun, SGI, Bull, Nec, ...) Embedded linux ●++ ●Any people who need a standard software stack (network, hard disk, audio or video stack, http streaming, http, ssh, ...)
  • 110. Proprietary software editor ? All models around double licensing : Open version – proprietary version => Mysql, Trolltech, ... Editor using open source basis Very common in the java world. Proprietary product including java, struts, tomcat, apache, ... IBM, tomcat, websphere IBM, Eclipse, => Rational offer Zend (php) Linbox FAS (Linbox Rescue Server)
  • 111. Open source software editor ?
  • 112. Distribution editor ? RedHat, Suse Novell, Ubuntu, Mandriva, Centos, ... An economic activity That do not work without the remaining of the open source ecosystem
  • 113. Traditional Operating System editor Software editor Customer Traditional OS editor
  • 114. Linux distribution editor Linux distribution Software editor Customer editor
  • 115. Communication agency ? Communication around a project Animate the community Eclipse fondation Eclipse Apache fondation Mozilla fondation
  • 116. IP specialist ? Provide service and warranty for the legal aspect of OS no proprietary « contamination » => Open source or Open source => proprietary (black duck) Warranty against patent attack or any other legal attack