Competing with Giants How to Win with Drupal vs Proprietary Alternatives

Bryan HouseVice President, MarketingAcquia@bryanhouse

Objectives for Session

• Explore market opportunity for Drupal

• Review how analysts perceive Drupal

• Discuss how to position Drupal to win

• Explore how you

Drupal Social Publishing Platform

Market Size [1,000,000+ sites]Innovation [7,000+ modules]Community [500,000+ members]

“… is as much a Social Software platform as it is a web content management system.”

CMS Watch, The Web CMS Report 2009[ ]

Open source, social publishing phenomenon. Drupal powers >1.5% of the Web.

Corp Site

Departmental Sites

Marketing MicrositesCommunity sites

Collaboration Intranet

External Websites

Internal Websites

Product sites

Other sites

Enterprise Web Infrastructure

What are Organizations Trying to Accomplish?

• Publish & organize rich content quickly

• Manage collections of sites

• Build communities to support ad hoc business activities

Yet, for Most Organizations Their Web Strategy Looks Like This

Or, More Likely, This...

Competitive landscape is shifting as Drupal enters the

Enterprise

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

• Business stakeholders

• CMO, department heads, content contributors

For many, its not simply a choice between open

source options

Web Content Management /

CMS Market

Gartner WCM Magic Quadrant

Gartner Magic Quadrant for Web Content Management 2010

• Drupal doesn’t make the list

Why?

• Minimum threshold - $10M in revenue

• How to measure in an open source ecosystem?

Forrester WCM Wave

• Again, Drupal doesn’t make the list

Why?

• Minimum threshold - $25 million in revenue

• 100+ customers with >1,000 employees

Forrester Wave: Web Content Management For External Sites, Q2 2009

Real Story Group formerly known as CMS Watch

Drupal “Designed explicitly for community-generated content, combining social interaction and web publishing into one platform”

“a relatively risky” choice• Just released a significant

major upgrade

• Not all modules upgraded

• Lack of experienced resources in the field

Real Story Group: 2011 WCM Market Analysis

2009 Categorization2009 Categorization 2010 Categorization2010 Categorization

EnterpriseComplex Enterprise

Platform

Upper-TierUpper-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 Products

Clickability, CrownPeak, e-Spirit, Hannon Hill, Refresh, Ektron, Escenic, eZ Publish,

Ingeniux, Enonic, EpiS, GOSS

Hosted Services

CrownPeak, OmniUpdate, Clickability

Simpler ProductsAlterian 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, TerminalFour

Community Open Source

Drupal, Joomla, OpenCMS, Plone, TYPO3

Simpler ProductsAlterian 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 Products

Clickability, CrownPeak, e-Spirit, Hannon Hill, Refresh, Ektron, Escenic, eZ Publish,

Ingeniux, Enonic, EpiS, GOSS

Hosted Services

CrownPeak, OmniUpdate, Clickability

Simpler ProductsAlterian 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, TerminalFour

Community Open Source

Drupal, Joomla, OpenCMS, Plone, TYPO3

Simpler ProductsAlterian CMC, Wordpress,

DotNetNuke, Joomla, Kentico, OmniUpdate, OpenCMS,

PaperThin, Telerik, TerminalFour

Real Story Group

Social Software / Community Software

Market

Gartner Internal Social Software

• Drupal a “Visionary”

Criteria?

• 15 Current users

• 100,000 active internal seats

• 4 organizations with 5,000 active users willing to provide referencesGartner Magic Quadrant, Social Software in the Workplace 2010

Gartner External Social Software

• Drupal a “Visionary”

Criteria?

• $3M revenues

• 250,000 active users

• 5 organizations with 5,000 active users willing to provide references

Gartner Magic Quadrant for Externally Facing Social Software, 2010

Forrester Community Platform Wave

• Only 5 vendors

Criteria?• 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

• 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

How To Impact Analyst Coverage

Share success stories

Speak 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

!"#$"%&'(")$*+,-."%Site Visitors

How Drupal Organizes Content

!!!!!!

Content Tagging

Site Visitors

How Drupal Organizes Content

!!!!!!

!"#$"%&'(")$*+,-."%Site Visitors

Content Tagging

How Drupal Organizes Content

Content + Community, at the Core

• As much a Social Software platform as a Web Content Management system

• Legacy systems add features, but not native

(micro)blogging

UGC

analytics

groups

profiles / friends

socialtagging

Social

rich media

templates

workflow

taxonomy

content

theme

Publishing

Drupal

Community Powered. Innovation.

How Drupal Manages UsersAdministrator Anonymous

UsersAuthenticated

Users

Roles Groups of like users

Create Page Edit Page

authors editors

Permissions Operations allowed by role

Views Determined by permissionsMy Posts All Posts

How Drupal Manages UsersAdministrator Anonymous

UsersAuthenticated

Users

Roles Groups of like users

Create Page Edit Page

authors editors

Permissions Operations allowed by role

Views Determined by permissionsMy Posts All Posts

Unlimited custom roles, permissions & views

Democratization of Development500,000 strong!

Case studies:Where Drupal wins

Situation

• 30+ websites

• Approaching end of 2 year, 8 figure project with proprietary system

• Falling well 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

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

Financial Services Company

Situation

• Using sunsetted version of SDL Tridion

• Migration assessment - $150,000!

• Explored different options

Result

• Trapped!

• Stuck in middle of 5 year amortization

• Incremental license costs cheaper option

more capabilitiesflexible architecture

faster time to marketbetter 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• feedback@realstorygroup.com

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 | bryan@acquia.com | @bryanhouse

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Thanks!