Welcome!

Open Source Cloud Authors: Elizabeth White, Liz McMillan, Pat Romanski, Greg Schulz, Carmen Gonzalez

Related Topics: Open Source Cloud

Open Source Cloud: Blog Post

The Key to OpenDaylight Adoption: Salespeople

Open source adoption

The primary indicator of success is success. That is to say that the number one thing people look to as a predictor of future performance is past performance. In the product space, this means that things like adoption are important as much for what it signals to other people as they are for bottom line revenues. And this is true even in the open source world.

As SDN speeds its way towards mainstream adoption, this means that projects like OpenDaylight will need to establish early on that they are not only deployable but also deployed.

Open source adoption

People frequently point to Linux as an example of an open source project that has seen wide adoption. But even Linux adoption did not happen overnight. It took more than a decade to see growth. And if you look at RedHat as an indicator of when that growth spawned commercial success, you have to extend all the way out to 2012 before the first $1B fiscal year.

The point here is not that Linux was not successful but rather that it took time to become successful. And the more success there was, the more success there tends to be. The rise of RedHat has enabled an acceleration of Linux deployments, in part because of an improved support model but in part because it represents a visible measure of commercial viability.

OpenDaylight and adoption timelines

Now consider that Linux was largely unknown and had virtually no expectations around it when it was created. There was no market that was waiting for it to hit. There were not industry players banking on its commercial success. There was not an entire technology movement underway dependent in part on the rise of a vendor-neutral platform.

The conditions under which OpenDaylight has been incubated are markedly different. And that means the expectations are different. Imagine how OpenDaylight would be evaluated if it took more than a decade to reach any kind of adoption. The pundits would not be kind, the customers would not be happy, and the companies expecting OpenDaylight to contribute to their commercial success would not be satisfied. OpenDaylight simply has to accelerate adoption.

What the bulls would say

Those bullish on OpenDaylight will tell you that conditions are certainly different. Open source is a better understood beast than it was in the early 90s. The lessons learned by those that championed Linux should result in faster adoption for projects that follow, and having the very group responsible for Linux (the Linux Foundation) at the helm only makes those lessons easier to put to use. There is an entire consortium of industry giants and would-be giant slayers who are building products and an ecosystem around OpenDaylight. Marketing efforts are helping drive awareness in both the vendor and user communities.

There are absolutely reasons to believe that adoption will happen faster than it did the first go-around.

What the bears would say

But there is a case to be made for the bears as well. SDN is more than a new technology; it’s a new architecture. Migration between architectures is far more disruptive, and thus more risky. The only way to mitigate risk is to move even slower, waiting for others to pave the way. And with a much lower volume of customers to pull from, this means that there will be fewer success stories early on and less overall experience to rely on. On top of that, while the consortium of companies is building products, they continue to sling their legacy portfolios that compete with the very thing they are collaborating on. Can they possibly be expected to push forward aggressively?

The missing ingredient

So what is missing for OpenDaylight to be successful?

In a word, deployments. But how do solutions get deployed? In the networking world at least, the answer is that they are pushed by the people building and ultimately selling them. Whether that’s the vendor itself or the resellers working on its behalf, there is someone on the end of the sales cycle who is explaining to the customer why and how they should deploy the solution.

Who is going to do that for OpenDaylight?

Right now, the answer is unclear. The most obvious answer is that OpenDaylight needs a RedHat to help speed deployments. In the OpenDaylight case, RedHat seems like the likely company to be RedHat. They are already OpenDaylight contributors, and they understand the business model well enough that they should be able to take a page from their own playbook.

But RedHat doesn’t own the networking channel or have the networking street cred. It’s not that they cannot be successful, but it will take more than RedHat to sell OpenDaylight.

Of course, the individual vendors all have a stake in OpenDaylight as well. Maybe they will make up the salesforce? Perhaps. But there is a challenge here. OpenDaylight is not really a revenue generator (at least not right away and not directly). Individual salespeople are compensated on the revenue they bring in. They don’t have a personal incentive to promote an open source project. More tactically, even if they wanted to, they aren’t fully trained on how it works and how they ought to be selling it. And even then, whatever they do know will be specific to the context in which the rest of their product catalog functions. A huge part of the value of OpenDaylight is that it works in heterogeneous environments and has technologies contributed from a bunch of different players. No salesperson is ever going to promote those aspects as aggressively as their own products.

What is needed?

If the problem is similar to a sales problem, then the solution will resemble a sales solution. Adoption will hinge on marketing to drive awareness and field enablement to drive sales capability. The first one is already being done with great effect, but the second one is missing. It’s hard to enable a salesforce that doesn’t really exist.

My suspicion is that the very thing that makes OpenDaylight powerful from a development perspective will swoop in to help out here: namely, the open source community. If community members who are leading adoption become active ambassadors for OpenDaylight, they can take the role of a Systems Engineer (SE) and help speed along deployments.

Engagements will be a little bit tough. Pairing ambassadors with active opportunities is non-trivial because it requires the customer to seek counsel from an ambassador they do not know while being presumably in a sales cycle that is led by vendors who are pushing alternative solutions. Fortunately, the biggest thing OpenDaylight can help do here is right up its alley: provide transparency. If customers are active in registering OpenDaylight opportunities, the Linux Foundation can pair ambassadors with those seeking guidance.

The bottom line

The industry needs a neutral point of control, and having every company reinvent and maintain a common platform is silly. Open source is a great way to advance the industry while limiting overlapping investment on the vendor side. But for adoption to take place, adoption has to happen. OpenDaylight can do something to solve this chicken-and-egg problem. Ultimately, if OpenDaylight is successful at providing opportunity transparency to its community, everyone benefits.

[Today’s fun fact: A group of geese on the ground is a gaggle, but a group of geese in the air is a skein. This is to flocking hard to remember.]

The post The key to OpenDaylight adoption: salespeople appeared first on Plexxi.

Read the original blog entry...

More Stories By Michael Bushong

The best marketing efforts leverage deep technology understanding with a highly-approachable means of communicating. Plexxi's Vice President of Marketing Michael Bushong has acquired these skills having spent 12 years at Juniper Networks where he led product management, product strategy and product marketing organizations for Juniper's flagship operating system, Junos. Michael spent the last several years at Juniper leading their SDN efforts across both service provider and enterprise markets. Prior to Juniper, Michael spent time at database supplier Sybase, and ASIC design tool companies Synopsis and Magma Design Automation. Michael's undergraduate work at the University of California Berkeley in advanced fluid mechanics and heat transfer lend new meaning to the marketing phrase "This isn't rocket science."

@ThingsExpo Stories
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assis...
SYS-CON Events announced today that Progress, a global leader in application development, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Enterprises today are rapidly adopting the cloud, while continuing to retain business-critical/sensitive data inside the firewall. This is creating two separate data silos – one inside the firewall and the other outside the firewall. Cloud ISVs oft...
The 21st International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo Silicon Valley Call for Papers is now open.
As cloud adoption continues to transform business, today's global enterprises are challenged with managing a growing amount of information living outside of the data center. The rapid adoption of IoT and increasingly mobile workforce are exacerbating the problem. Ensuring secure data sharing and efficient backup poses capacity and bandwidth considerations as well as policy and regulatory compliance issues.
SYS-CON Events announced today that Interoute has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Interoute is the owner operator of Europe's largest network and a global cloud services platform, which encompasses over 70,000 km of lit fiber, 15 data centers, 17 virtual data centers and 33 colocation centers, with connections to 195 additional partner data centers. Our full-service Unifie...
In order to meet the rapidly changing demands of today’s customers, companies are continually forced to redefine their business strategies in order to meet these needs, stay relevant and continue to see profitable growth. IoT deployment and development is integral in this transformation, and today businesses are increasingly seeing the value of investing their resources into IoT deployments. These technologies are able increase ROI through projects such as connecting supply chains or enabling sm...
SYS-CON Events announced today that Progress, a global leader in application development, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Enterprises today are rapidly adopting the cloud, while continuing to retain business-critical/sensitive data inside the firewall. This is creating two separate data silos – one inside the firewall and the other outside the firewall. Cloud ISVs ofte...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
SYS-CON Events announced today that DivvyCloud will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. DivvyCloud software enables organizations to achieve their cloud computing goals by simplifying and automating security, compliance and cost optimization of public and private cloud infrastructure. Using DivvyCloud, customers can leverage programmatic Bots to identify and remediate common cloud problems in rea...
SYS-CON Events announced today that Outscale, a global pure play Infrastructure as a Service provider and strategic partner of Dassault Systèmes, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2010, Outscale simplifies infrastructure complexities and boosts the business agility of its customers. Outscale delivers a secure, reliable and industrial strength solution for its customers, which in...
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet th...
SYS-CON Events announced today that A&I Solutions has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 1999, A&I Solutions is a leading information technology (IT) software and services provider focusing on best-in-class enterprise solutions. By partnering with industry leaders in technology, A&I assures customers high performance levels across all IT environments including: mai...
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
SYS-CON Events announced today that Tappest will exhibit MooseFS at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. MooseFS is a breakthrough concept in the storage industry. It allows you to secure stored data with either duplication or erasure coding using any server. The newest – 4.0 version of the software enables users to maintain the redundancy level with even 50% less hard drive space required. The software func...
Most technology leaders, contemporary and from the hardware era, are reshaping their businesses to do software in the hope of capturing value in IoT. Although IoT is relatively new in the market, it has already gone through many promotional terms such as IoE, IoX, SDX, Edge/Fog, Mist Compute, etc. Ultimately, irrespective of the name, it is about deriving value from independent software assets participating in an ecosystem as one comprehensive solution.
SYS-CON Events announced today that EARP will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. "We are a software house, so we perfectly understand challenges that other software houses face in their projects. We can augment a team, that will work with the same standards and processes as our partners' internal teams. Our teams will deliver the same quality within the required time and budget just as our partn...
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).