Business & Strategy
Competing With GiantsHow to Win with Drupal vs Proprietary Alternatives
Bryan HouseVice President, Product Marketing
Acquia@bryanhouse
Objectives for Session
• Explore market opportunity for Drupal
• Review how analysts perceive Drupal
• Discuss how to position Drupal to win
• Explore how you can help
Competitive landscape is shifting as Drupal enters the
Enterprise
Perception is Reality
“If you are looking at both (Adobe) CQ5 and Drupal, then one of us is in the wrong place.”
Adobe lead SEs in customer meetings, 2011
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, devops• Business stakeholders
• CMO, department heads, content contributors
What are Enterprises Trying to Accomplish?
• Publish & organize rich content quickly
• Manage collections of sites
• Build communities to support ad hoc business activities
What are Enterprises Trying to Accomplish?
• Mobile optimized experiences• Harness social media• Mass personalization / testing• Translation• Managing digital assets • Marketing dashboards /
reporting
Marketing Challenges (CMO)
What are Enterprises Trying to Accomplish?
• Mobile optimized experiences• Harness social media• Mass personalization / testing• Translation• Managing digital assets • Marketing dashboards /
reporting
• Mobile app development• Big data / web scale• Increase return from analytics• Localization costs / quality• Content distribution services • Platform integration / ecosystem
Marketing Challenges (CMO) IT Challenges (CIO)
Yet, Most Look Like This
Or, More Likely, This...
•Duplication of content•Disparate sources•Disconnected reporting•Islands of excellence
What The Business Wants
Community sites
Product sites
Corporate Site
Other sites
Marketing Microsites
CollaborationIntranet
DepartmentalSites
What IT Wants To Deliver
Address Wide Range of Web Needs[s
cale
]
[complexity & longevity]
CorporateSites
ProductSites
“Marketing”Sites
For many, its not simply a choice
between open source options
Market OpportunitySocial Software $1,257M
WCM / CMS $1,740M
Cloud-Delivered Content & Social
$1,499M
2014
Social Software CAGR 16.8%
Cloud Content & SocialCAGR 19.8%
WCMCAGR 14.3%
Sources: Gartner. Market Trends: Worldwide Web Content Management Market Is Driven by Enhancements to Online Channels, 2010. November 2010Gartner. Market Trends: Convergence Restructuring the Enterprise Social Software Market, Worldwide 2010. November 2010Gartner. Forecast Analysis: Software as a Service, Worldwide, 2009-2014, Update. November 2010
Competitive Landscape is Changing Fast
Mkt Cap: $17B Mkt Cap: $150B Mkt Cap: $48B
Mkt Cap: $21B Mkt Cap: $3B Mkt Cap: $239B
Web Content Management / CMS Market
Gartner WCM Magic Quadrant 2011
Gartner Magic Quadrant for Web Content Management 2011
Drupal doesn’t make the listWhy?• Minimum threshold -
$10M in revenue
• How to measure in an open source ecosystem?
The Forrester Wave: Web Content Management For Online Customer Experience
Again, Drupal doesn’t make the listWhy?• Minimum threshold - $25
million in revenue
• 100+ customers with >1,000 employees
• “Interest from Forrester Clients”
The Forrester Wave: Web Content Management For Online Customer Experience Q3 2011
Real Story Group Web CXMS Platforms Cross-Check 2012
Drupal “...designed explicitly for community-generated content, combining social interaction and web publishing into one platform”
Cult-like mindshare• Architectural shortcomings -
configuration management
• Ongoing delays with modernizing key modules
Real Story Group: 2012 Web Content & Experience Management Systems Market Analysis 2012
Social Software / Community Software
Market
Gartner Magic Quadrant for Social Software in the Workplace
Drupal a “Visionary”Criteria?• $5M revenue• 15 current customers• 100,000 active internal
users (seats)• 4 organizations with
5,000 active users willing to provide references
Gartner Magic Quadrant, Social Software in the Workplace 2011
Gartner Magic Quadrant for Externally Facing Social Software
Drupal a “Visionary”Criteria?• $5M revenues
• 500,000 active users (seats), explicitly does not apply to open source
• 5 organizations with 5,000 active users willing to provide references
Gartner Magic Quadrant for Externally Facing Social Software, 2011
Forrester Community Platform Wave
Only 5 vendorsCriteria?• 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• Placeless delivery - 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• Too few enterprise success stories
How To Impact Analyst Coverage of Drupal
Share success stories
Talk 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
Users%Subscrip,ons%Site
Visitors
How Drupal Organizes Content
✓!✓!✓!
Content Tagging
Site Visitors
How Drupal Organizes Content
✓!✓!✓!
Users%Subscrip,ons%Site
Visitors
Content Tagging
How Drupal Organizes Content
Content Services Delivery is Drupal’s Competitive Advantage
“Good support for ‘placeless’ delivery and reuse of richly tagged content” Real Story Group
Assembled Web ExperiencesArchitecture to rapidly “assemble” experiences from building-blocks instead of code sites from scratch.
Drupal core Drupal + recommendedmodules
Solution Distributions
(micro)blogging
UGC
analytics
groups
profiles / friends
socialtagging
Social
rich media
templates
workflow
taxonomy
content
mobile
Publishing
Drupal
Content-Rich Web Experiences
700,000 strong!
How Does Open Source Development Work?
• Who owns the code?• How do I know it will be updated?• Who “pays” for development of new features?• Do I have to contribute custom code back?• What’s in it for me to contribute code back to the
community?
Case studies:Where Drupal wins
Situation
• 60+ websites
• Approaching end of 2 year, 8 figure project with proprietary system
• Falling 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
Global Pharmaceuticals CompanySituation
• Hundreds of websites
• Dozens of CMS’s
• Using Drupal in one division, multiple sites
• Global evaluation process- Oracle Fatwire- Salesforce- DNN
Result
• Selected Drupal as their global Web platform
• Building mobile brand sites in 1/4 of time of proprietary system
• Can build new sites in half the time it takes for internal deployment review
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
more capabilitiesflexible architecturefaster time to market
better 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
Thank YouContact:
Bryan House | [email protected] | @bryanhouse
What did you think?Locate this session on theDrupalCon Denver website
http://denver2012.drupal.org/program
Click the “Take the Survey” link.
Thank You!
Drupal Social Publishing Platform
Market Size [1,000,000+ sites]Innovation [15,000+ modules]Community [700,000+ members]
“… is as much a Social Software platform as it is a web content management system.”
Real Story Group, The Web CMS Report 2010[ ]
Open source, social publishing phenomenon.
2009 Categorization2009 Categorization 2010 Categorization2010 Categorization
Enterprise Complex Enterprise Platform
Upper-Tier Upper-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 ProductsClickability, CrownPeak, e-Spirit, Hannon Hill, Refresh, Ektron, Escenic, eZ Publish,
Ingeniux, Enonic, EpiS, GOSS
Hosted Services CrownPeak, OmniUpdate, Clickability
Simpler Products
Alterian 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, TerminalFourCommunity
Open SourceDrupal, Joomla, OpenCMS,
Plone, TYPO3
Simpler Products
Alterian 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 ProductsClickability, CrownPeak, e-Spirit, Hannon Hill, Refresh, Ektron, Escenic, eZ Publish,
Ingeniux, Enonic, EpiS, GOSS
Hosted Services CrownPeak, OmniUpdate, Clickability
Simpler Products
Alterian 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, TerminalFourCommunity
Open SourceDrupal, Joomla, OpenCMS,
Plone, TYPO3
Simpler Products
Alterian CMC, Wordpress, DotNetNuke, Joomla, Kentico, OmniUpdate, OpenCMS, PaperThin, Telerik, TerminalFour
Real Story Group