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The description of OpenStack Ecosystem, based on the original slides developed by Boris Renski @zer0tweets
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© MIRANTIS 2013 PAGE 1 © MIRANTIS 2013
OpenStack Coopetition: a view from within
Alex Freedland Co-Founder & Chairman, Mirantis
© MIRANTIS 2013 PAGE 2
What are we fighting for?
$0 $200 $400 $600
Q1 '14
Q2 14
Q3 '14
Q4 '14
Q1 '15
Proprietary Quaterly Spend
Open Quarterly Spend
Open InnovaEon of Infrastructure Components
Proprietary set of Infrastructure Components
Exponen'al Cost Destruc'on
© MIRANTIS 2013 PAGE 3
What the hell is coopetition?
Wikipedia: …Coopetition takes place when companies that are in the same market work together in the exploration of knowledge and research of new products, at the same time that they compete for market-share of their products and in the exploitation of the knowledge created.
© MIRANTIS 2013 PAGE 4
OpenStack: Outside Appearance
OpenStack – MarkeEng!
Jonathan Bryce
© MIRANTIS 2013 PAGE 5
OpenStack: From Within
OpenStack – Reality!
© MIRANTIS 2013 PAGE 6
Things we’ll be looking at...
1. Territories being conquered
2. Weapons used
3. Key battles being fought
© MIRANTIS 2013 PAGE 7
Territories Being Conquered
© MIRANTIS 2013 PAGE 8
OpenStack Treasure Island
Services Beach Head
Upstream Influence Beach Head
Training Beach Head
OpenStack Distro Treasure Island
Ope
nStack Produ
ct Island
s
© MIRANTIS 2013 PAGE 9
OpenStack Treasure Island
$52 Million in 2013
$82 Million in 2014
2013: $31M; 2014: $49M
© MIRANTIS 2013 PAGE 10
Services - Why a Beach Head?
• Easy to attack (also hard to protect) • minimal barriers to entry • this is where the early OpenStack
market is
• Get close to early adopters • First hand access to real customer
needs • Get paid to learn
• Build a reputation and get logos
Early OpenStack market is mostly DIY, willing to pay for services.
© MIRANTIS 2013 PAGE 11
Services Beach Head – who is attacking?
claims to do managed service only, but does pure services too.
services Eed to Ubuntu stack.
service Eed to RHEL stack.
© MIRANTIS 2013 PAGE 12
Training – Why a Beach Head
• Also easy to attack • Quality is the only way to protect
• Be the go-to brand for “what is OpenStack” • Indoctrinate ecosystem with your opinion • Every student can become an advocate for your
brand (and later product) *Dominance in training was key to Red Hat’s victory in Linux. Also look at other ecosystems… Cloudera #1 in Hadoop training.
© MIRANTIS 2013 PAGE 13
Training Beach Head – who is attacking?
Knows the value of winning this beach head and POUNDING hard
Everybody else is also doing it, because they see others do it…
© MIRANTIS 2013 PAGE 14
Upstream Influence – Why Beach Head?
If you were going to buy a service contract for your open-source software, would you prefer your service provider actually be the certifiable authority on that very software?
-Derrick Harris, GigaOm
In open source, being the source of the source code matters most. Since open-source developers essentially give away software for free, the key to monetization lies in being known as the source of the code..
-VP of Corp Dev., MongDB
© MIRANTIS 2013 PAGE 15
Upstream Influence – Why Beach Head?
Cloudera & Hortonworks leaders in Hadoop
*Linux FoundaEon 2013
Red Hat controls vast majority of Linux market (in $$)
© MIRANTIS 2013 PAGE 16
Upstream Influence – Why a Beach Head
• Shape OpenStack roadmap
• Build better product, by leveraging community knowledge
• Be able to merge patches and fixes quickly
• Provide “customer advocacy” upstream
© MIRANTIS 2013 PAGE 17
Upstream Influence – Why a Beach Head
Two ways to monetize open source: • Source of the source code (Red Hat, Hortonworks) • Proprietary value add tooling aka “open core” (Cloudera)
…..But there is no open core in OpenStack, because there is no core
© MIRANTIS 2013 PAGE 18
Upstream Influence – Why a Beach Head
Nova Cinder
Quantum Glance Horizon
© MIRANTIS 2013 PAGE 19
Upstream Influence – Why a Beach Head
Nova Cinder
Quantum Glance Horizon
+ CEILOMETER
© MIRANTIS 2013 PAGE 20
Upstream Influence – Why a Beach Head
Nova Cinder
Quantum Glance Horizon
+ CEILOMETER
© MIRANTIS 2013 PAGE 21
Upstream Influence – Why a Beach Head
Nova Cinder
Quantum Glance Horizon
Ceilometer +
HEAT
© MIRANTIS 2013 PAGE 22
Upstream Influence – Why a Beach Head
Nova Cinder
Quantum Glance Horizon
Ceilometer +
HEAT
© MIRANTIS 2013 PAGE 23
Upstream Influence – Why a Beach Head
Nova Cinder
Quantum Glance Horizon
Ceilometer Heat +
TripleO/Tuskar
© MIRANTIS 2013 PAGE 24
Upstream Influence – Why a Beach Head
Nova Cinder
Quantum Glance Horizon
Ceilometer Heat +
TripleO/Tuskar
PaaS
© MIRANTIS 2013 PAGE 25
Nova Cinder
Quantum Glance Horizon
Ceilometer Heat
TripleO/Tuskar +
Solum
Upstream Influence – Why a Beach Head
PaaS
© MIRANTIS 2013 PAGE 26
Takeaway?
Don’t waste time building proprietary islands!
Join the party and contribute upstream!
© MIRANTIS 2013 PAGE 27
Upstream Influence – Why a Beach Head Displaced from #1 commimer in Essex and Diablo to #3 in Havana. Slowly losing…
Moved from #16 commimer in Grizzly to #5 commimer in Havana
Holding ground at #4 since Essex
Moved from #6 in Folsom to #2 in Havana. Slowly gaining…
Steadily gaining. Folsom: #11, Grizzly: #7, Havana: #6
Top commimer since Folsom
© MIRANTIS 2013 PAGE 28
Havana DocumentaEon Havana Related Projects (stackforge)
Upstream Influence – Why a Beach Head
© MIRANTIS 2013 PAGE 29
War Map – Roundup
AWS Fidelity Island
Enterprise OpenStack Island
Managed Services Island
OpenStack Appliance Island
Complimentary Product Island
OpenStack Distro Treasure Island
Services
Training
Upstream Influ
ence
© MIRANTIS 2013 PAGE 30
Weapons Used
© MIRANTIS 2013 PAGE 31
Marketing & PR
Company PR/Marke'ng Weapons Used
Red Hat We own the upstream influence beach head. Will do for OpenStack what we did for Linux
Canonical Ubuntu is the #1 host OS for OpenStack. Release cycles are aligned.
Rackspace We started OpenStack
MiranEs We have the most customers and are not in it to for sell-‐through of other products.
CloudScaling Customers want opinion, and our opinion is customers need AWS fidelity.
Piston We started OpenStack.
IBM We are IBM! And we are commimed to OpenStack!
HP We are HP! And we are commimed to OpenStack!
© MIRANTIS 2013 PAGE 32
Marketing & PR
Red Hat is a top code contributor across all OpenStack projects, is a Platinum member of the OpenStack Foundation, and is a key innovator in the areas of OpenStack deployment, orchestration, and management.
Did you know most OpenStack clouds run on Ubuntu, and that Canonical provides enterprise level support for both Ubuntu and OpenStack?
Promote upstream influence beach head
Promote host OS ownership
© MIRANTIS 2013 PAGE 33
Marketing & PR
We are commimed!
© MIRANTIS 2013 PAGE 34
Account Control
• You’ve known us for years and we’ve always delivered.
© MIRANTIS 2013 PAGE 35
Account Control – the double edged sword
• I know you as somebody that sells me X, you are doing OpenStack to sell more X.
….remember Unix Wars…
© MIRANTIS 2013 PAGE 36
Partnerships – shield from account control
Ubuntu OpenStack + Ceph = up yours Red Hat and Gluster
SUSE + Hyper-‐V = up yours Red Hat and KVM
Red Hat + PLUMgrid = up yours Vmware NSX and vCenter, KVM + PLUMGrid is it!
© MIRANTIS 2013 PAGE 37
Customer Focus & Technology
• You stuff has to: • Be relevant to customer needs • Work well
• Technology doesn’t always win… but it wins most of the time.
Innova&on is saying no to 1,000 things.
© MIRANTIS 2013 PAGE 38
Thank you
Q&A