openstack branding and marketing
TRANSCRIPT
OpenStack Open source software to build public and private clouds.
What does OpenStack mean today?
“…this kind of open industry-driven effort could boost interoperability and help
protect consumers from vendor lock-in.” - Ryan Paul, Ars Technica, 1.2 million unique visitors/month
“OpenStack might just have the more credible story enterprise infrastructure &
operations professionals have been waiting on.” – James Staten, Forrester Analyst, cloud computing
What does OpenStack mean today?
“…this kind of open industry-driven effort could boost interoperability and help
protect consumers from vendor lock-in
“OpenStack might just have the more credible story enterprise infrastructure &
operations professionals have been waiting on.” – James Staten, Forrester Analyst,
cloud computing
Freedom
Credibility
Credibility comes from community, representing the promise of OpenStack
And you’ve represented well!
‣ Stackup’s happening around the world, at NASA, Canonical UDS, Japan OpenStack User Group
To keep the party moving, we want to make it easy to us the logo and trademark to spread the word
• Marketing Assets (Creative Commons) • Presentations (for stackups) • Written collateral (e.g. for events)
• Freedom to use OpenStack wordmark & logo for community building activities
• Use of Link Logo “Get OpenStack” pointing to openstack.org
Just follow the guidelines and you’re good to go
But OpenStack is more than a party… people are expecting us to deliver Freedom
‣ Deploy where you want
‣ Choice of service providers
‣ Federation between all
‣ No Software Vendor Lock-in
‣ No Service Provider Lock-in
Pitfalls Ahead: it’s 2012, OpenStack won:
‣ 100 Public Clouds
‣ 1000 Enterprises
‣ But… users can’t move workloads seamlessly, ‘cause we didn’t set standards
‣ These crocodiles will eat OpenStack guy
Solution: Standards for products using the OpenStack name to ensure compatibility
Freshness
‣ Use Recent version of OpenStack API
‣ Recent release of code
‣ Rolling upgrades
Testing
‣ Develop tests together
‣ Federatathons
Proposal: A Family of Logos for OpenStack powered products / interoperability
Proposal: A Family of Logos for OpenStack powered products / interoperability
Logo Solution Examples Requirements
OpenStack Cloud
Public Cloud Rackspace, Internap
Recent version of code and API, pass tests
Built with OpenStack
Software to build Public or Private Clouds
Citrix OpenCloud Recent version of code and API, pass tests
Built for OpenStack
Management tools using the API to manage & extend clouds
Rightscale, Cloudkick
Support recent version of API, pass tests
Trademark Summary: Rules of the Road
• Questions? Contact Community Manager Stephen Spector [email protected]
Asset Community Building
Commercial Use
Wordmark
Link Logo “Get OpenStack”
OpenStack Logo * Signed Agreement required
Unmodified OpenStack Marketing Materials (under creative commons)
Co-branded marketing materials
N/A Signed Agreement required
OpenStack Cloud n/a Signed Agreement Required
Built with OpenStack n/a Signed Agreement Required
Built for OpenStack n/a Signed Agreement Required
Just follow the guidelines and you’re good to go *Email [email protected] to request logo
Process for using the OpenStack Logo
‣ Email [email protected] [Stephen Spector will monitor]
‣ For Non-Commercial use, you will receive the high rez logo and a copy of the guidelines
‣ For commercial use, applicable agreement will be sent for signature
A Signed Agreement?
‣ The agreements are needed to protect the trademark, outlining basic requirements for commercial use.
‣ If the trademark is unprotected, all of the OpenStack community’s hard work to create meaning will be lost.
‣ All agreements will be public, short and sweet
‣ Technical requirement will be defined by the Project Oversight Board with input from the Advisory Board
OpenStack Marketing Building the OpenStack brand together
What does OpenStack mean?
+ Community
Community +
+ Community Technology
creating open source software to build public and private clouds
Software to provision virtual machines on commodity hardware at massive scale
Software to reliably store billions of objects distributed across commodity hardware
OpenStack Compute
OpenStack Object Storage
creating open source software to build public and private clouds
Values of the OpenStack Brand
Keys to Building our Brand
‣ Consistent identity (logo, colors, collateral, quality of marketing materials and other identifying graphic material)
‣ Common language (slogan, descriptors, key messages)
‣ How we generally interact with the market, press/analysts, customer experiences
‣ Work together to create stronger" voice and generate awareness
Working Together
‣ Leverage resources and brainpower of the community!
‣ Proposal: Volunteer ‘marketing council’
‣ Resources, time and ideas needed, not necessarily $$
‣ Email list and monthly calls to coordinate
‣ Global support needed
‣ Contact Lauren Sell to stay involved [email protected]
OpenStack.org
‣ Help make OpenStack.org the destination for the community and potential users/adopters
‣ Contribute to the blog, Flicker, YouTube channel, highlight community members, [your] developers and users
‣ Community events calendar coming
Marketing/PR Campaigns
‣ Materials - Case studies, whitepapers, datasheets, presentations, one-pager
‣ Press announcements – spikes around releases in January, April and major events
‣ Analyst relations – joint briefings, coordination, sharing feedback
‣ Deployments, case studies and experiences key!
January release – enterprise ready
2011
M
arke
ting
spik
es
July - OSCON April release – public cloud scale
Events & Conferences"
‣ Organize regional ‘Stackups’
‣ Joint speaking opportunities, coordinate CFPs
‣ Collateral, presentations, give-aways
‣ Community events calendar
‣ Work together to ‘own’ a show
‣ Seeking global events
Tentative 2011 Conference Schedule