I respectfully disagree that we can rely strictly on word of mouth. As a researcher, I would be most interested in any hard data that you have to support your view. Have you or your company conducted any research using formal research methods to reach your perspective. If not, and you would like to get to the truth, may I suggest that we talk and perhaps we can do a study that may benefit the entire Linux Desktop community.
don On Jan 21, 2008 12:07 PM, <[EMAIL PROTECTED]> wrote: > It's my personal opinion that Linux on the desktop will succeed the same > way Linux as servers succeeded (capability / word of mouth). > > The Server didn't need a fancy logo or catchy slogan to gain popularity. > When you could throw it into production and know that you would measure > reboot times in months and not days/weeks you had something worth > throwing into production... > > The truth is that most ISV's are still slow in adopting Linux as a Tier > 1 OS and I'm being optimistic saying "most" when the reality is more > likely that "most" ISV's don't even consider Linux worth coding for at > all... > > I'll further state that while I believe choice is good, it hinders our > ability to make decisions. If you're going to offer choice, make the > choice obsolete ( Project Portland / PackageKit ). > > I'm not trying to bring everyone down. I'm working as hard as anyone to > make a corporate linux desktop a reality, I just know that we have some > work ahead of us to bring much needed compatibility / unity to the Linux > desktop. > > That being said..I think it would be fun to have a slogan like: > > "Our code. Your benefit" which should sound just a little > familiar...if you don't get it...think Redmond... > > -Cole > Dell IT Linux Strategist > > -----Original Message----- > From: [EMAIL PROTECTED] > [mailto:[EMAIL PROTECTED] On Behalf > Of Manas Saksena > Sent: Monday, January 21, 2008 1:14 AM > To: John Cherry; Greg Raiz > Cc: [EMAIL PROTECTED]; [EMAIL PROTECTED]; > [email protected]; David Lefty Schlesinger; > Dan Kegel > Subject: RE: [Lf_desktop] Re: [Desktop_architects] Desktop > Linuxmarketingslogans > > [EMAIL PROTECTED] wrote: > > Subject: Re: [Lf_desktop] Re: [Desktop_architects] Desktop > > Linux marketingslogans > > > > Greg Raiz wrote: > >> Branding and slogans aren't about the product, they speak to the > >> culture and emotional experience you want people to have. > >> > >> Some examples: > >> McDonalds - "I'm loving it" > >> Coke - "Life tastes good" > >> Wheaties - "Breakfast of Champions" > >> GE - "We bring good things to life" > >> Nike - "Just do it" > >> Staples - "That was Easy" > >> > >> Note, great slogans don't usually mention the product by name, A lot > >> of the slogans I've seen on this list are clever but don't push at > >> the emotional reasons. > > > > Greg, you are so modest when it comes to the topic of > > branding and slogans. The examples you give appeal to the > > culture/emotional experience which is exactly the direction > > this discussion needs to go. > > Greg led a very interesting discussion at DAM-1 regarding the "image" > > around Linux. His slides can be seen at... > > > > http://www.raizlabs.com/blog/Gallery/Linuxthoughts/default.htm > > > > In order to make an emotional appeal to enterprise and > > consumer markets, we should portray an image of low risk and > > high reward. As Dan Kegel has pointed out, up to this point > > the perception has been the opposite (high risk, low reward). > > To get people to change, the mental weight has to be > > lighter. This can be done by automating some of the complex > > steps, including installation (pre-installed or manual) and > > configuration (wireless, video, sound, etc.). It can also be > > done by creating a unified user experience (desktop doesn't > > look like a hodge podge of 30 different .orgs assembling > > components). Most of these complex steps HAVE been > > addressed. That is the good news. Now the challenge is to > > get the message out to those people where there really is a > > low risk / high reward proposition. > > > > The hardware vendors have been targeting low cost PCs and > > mobile. These are the markets where the low cost makes the > > most sense for an open source operating system and software > > stack. We've seen OLPC, Xandros Asus Eee PC 4G, Everex > > TC2502 gPC, and other sub-$200 computers being sold in retail > > outlets like Walmart and Sears. With the maturation of SaaS > > and Web 2.0 capabilities, many users just need a way to > > navigate the internet. On the mobile side, we have seen a > > number of Linux based stacks emerge, including the GNOME > > mobile and embedded stack, the LiMo stack (haven't actually > > seen this one), and the Android stack from Google. Linux > > mobile will explode in 2008 and 2009 and the average user > > won't know they are using Linux. After all, how many know > > that their current phone is probably running Symbian? > > > > So who would be the main target for this advertising? I > > would suggest the target should be enterprise desktops where > > cost and freedom are very important as well as the low cost > > side of the consumer markets (mobile and sub-$200 PC > > offerings). You could even say that the prime target markets > > would be for "Web 2.0 users" (social networking, online applications, > > mashups, etc.). > > I think this dual-view of the Linux Desktop is very useful; > not just from the view of marketing slogans, but also from > the viewpoint of focusing our energies on for 2008. > > Specifically, the "mobile/online desktop" (whether it is a > small-sized laptop, a UMPC, a MID device, an internet tablet, > or a smart phone) is a good place to put targeted focus on. > No one knows what exactly would take off in this space, but, > the trends are good, and there is plenty of room for new & > innovative devices. > > > What should the emotional messages be? Something like... > > > > All you need > > It just works > > Powerfully simple > > Top to bottom (because of the multiple arch support and > > mobile to server coverage) > > <This is where my creativity grinds to a halt> :) > > > > A successful "image" campaign has to be based around real > > products. We would have a great collaboration event if we > > could get real marketing representatives together from the > > desktop/laptop vendors as well as the mobile device vendors. > > If each of these vendors comes out with a different approach, > > the market will look confusing and fragmented. > > > > So, will the product vendors be at the next collaboration > > event? We won't let them leave until they agree on an approach. :) > > Perhaps, the marketing effort of LF should be targeted at > the OEMs who make these devices (and, let them worry about > their end-users). > > It would be good to bring the major laptop OEMs/ODMs (Dell, HP, > Lenovo, Asus, Acer, etc.) and consumer OEMs/ODMs (Nokia, > Motorola, Samsung, Sony) to the table and get a better > of sense of their needs, and what the LF can do to make it > easier for them to build great devices with Linux. > > And, maybe, the workgroups should focus their energies on > enabling the OEMs to make great "mobile/online Desktops" with > Linux. > > Regards, > Manas > > _______________________________________________ > Desktop_architects mailing list > [email protected] > https://lists.linux-foundation.org/mailman/listinfo/desktop_architects > > _______________________________________________ > Lf_desktop mailing list > [EMAIL PROTECTED] > https://lists.linux-foundation.org/mailman/listinfo/lf_desktop > -- "Those who say it can't be done are usually interrupted by others doing it."--James Arthur Baldwin
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