Marketing is the single most challenging task for the OOo community, as it faces the best selling product of the largest software company in the world, with a turnover of over 25 billion dollars, a profit of 6 billion dollars (half of Microsoft profit) and a budget in the region of hundreds of million dollars. The challenge, therefore, is to reach a market visibility and a product awareness on par with Microsoft Office, especially in the Windows environment, where users are bombarded by Microsoft messages and sought after by Microsoft partners. With the announcement of Microsoft Office 2010, OOo strategy must escalate in order to sustain the growth - which has been steep since the announcement of OOo 3.0 - and reach a market penetration of 25% (we are now at 15% on a worldwide basis, but significantly higher in Europe).

1. Italo Vignoli Marketing OOo in 2011 and beyond

3. I am 56, definitely a "digital immigrant"

4. I have met the first computer at age 27 and since then I have lived thanks to marketing of high tech products

5. I have never written a line of code and will never write it even in the future

6. JUST FOR FUN The Urban Legend ITALO VIGNOLI Born on August 12 at 12 Leo ascendant Scorpio ITALO VIGNOLI Born on August 12 at 12 Leo ascendant Scorpio

8. Our estimate based on projections and other market information is 15% global and 20% Europe

9. Unfortunately, US still weakest area

10. Let's see how we got here

12. Look at marketing under a different point of view

13. Find the "weak signals" in the OOo success story

14. What has not been done or could be done in a better way ?

15. Marketing Evolution

16. Product Evolution

17. June 7, 2000

19. When you have a 95% market share, you can only lose sales

20. On the contrary, Steve Ballmer - a salesman, not a marketeer - though it was possible to reach 100%, losing customer focus

21. Today, Microsoft Office is under 80%

22. Product Life Cycle

23. Crossing the Chasm

26. Breaking the Bell

27. Sales & Profit

28. Market Scenario

29. Where is Innovation Disruptive Innovation Application Innovation Product Innovation Platform Innovation Enhancement Innovation Process Innovation Experiential Innovation Integration Innovation Marketing Innovation Business Model Innovation Line Extension Innovation Value Engineering Innovation Harvest & Exit Renewal Innovation Organic Renewal Structural Renewal

30. Four Innovation Zones Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Value Renewal Zone Disruptive Innovation Application Innovation Product Innovation Platform Innovation Enhancement Innovation Integration Innovation Experiential Innovation Process Innovation Marketing Innovation Business Model Innovation Line Extension Innovation Value Engineering Innovation Harvest & Exit Renewal Innovation

31. IT Users

32. Affluent Pessimist

33. Less Affluent Optimist

34. More Affluent Optimist

35. The IBM Lesson

36. Platform for Third Parties PRINTER ADD-ON BOARDS SOFTWARE HARD DISK KEYBOARD & MOUSE SCREEN

37. IT Channel

38. Google Channel

39. Google Certification

41. Configuration

42. Integration

43. Training

44. Why They Hate Us

47. Reduce margins of channel

48. Agreements with governments

49. Blackmail OEMs on Windows

52. Open Source

53. Open Innovation

54. Collective Intelligence