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The Power of Brand and the Power of Product, Part 2

2013/06/12 By Rob

In Part 1 of this series we looked at a model of product adoption and market share that had a special and valuable property:  the parameters of the model could be derived from a single survey question, e.g.:

“What is your awareness with the hand cream called Whizzo-Soft?”

A. I have never heard of it.

B. I have heard of it but I have never tried it.

C. I have tried it once.

D. I use it sometimes.

E. I use it regularly.

Given N responses to that survey questions you can derive the factors in the model by simple math:

  • Customer Awareness = 1 – A/N
  • Customer Motivation = (C + D + E) / (N -A)
  • Customer Satisfaction = (D + E)/(N – A – B)
  • Market Share = Customer Awareness * Customer Motivation * Customer Satisfaction

So let’s take a look at how this can be used in practice, taking the leading open source office productivity editor, OpenOffice, and the lesser known LibreOffice fork, as examples.

As mentioned in Part 1, the execution of the survey is critical here.  Without a proper, random survey of the market, the results will not be accurate.  In particular a survey of your current users will not work, since one of your goals is to find out what proportion of users are not familiar with your product.

So in this case I used Google’s new Consumer Survey service which uses sampling and post-stratification weighting to match the target population, which in this case was the US internet population.  In other words, the survey is weighted to reflect the population demographics, for age, sex, region of the country, urban versus rural,  income, etc.   I did this survey in a personal capacity for my own interest.  The Standard Disclaimer applies.

They survey question (and responses were):

What is your familiarity with the software application called “OpenOffice”?

  • I have never heard of it
  • I am aware of it but have never used it
  • I have tried it once
  • I use it only sometimes
  • I use it on a regular basis

With 1502 responses, the results were:

I have never heard of it 72.4%
I am aware of it but have never used it 9.3%
I have tried it once 5.7%
I use it only sometimes 5.9%
I use it on a regular basis 6.6%



And then with some simple arithmetic we have:

Customer Awareness 27.6%
Customer Motivation 65.9%
Customer Satisfaction 68.7%
Market Share 12.5%



What does that mean?  In plain English:

  • Around 1/4 of US internet users have heard of the OpenOffice software application.  That is the brand recognition.
  • Of those who have heard of OpenOffice, around 2/3 of them were sufficiently motivated to try the software.
  • And of those who tried OpenOffice 69% were sufficiently satisfied with the software that they continue to use it.
  • Overall, 1/8 of the surveyed population uses OpenOffice sometimes or regularly.

The absolute numbers are tricky to interpret in isolation.  More interesting is to look at the numbers over time.  The same survey question, with the same methodology was also given last September.  The results and the change are in the following table, with changes having statistical significance (90% confidence level) emphasized in bold.

 OpenOffice September 2012 April 2013 Change
Customer Awareness 24.3% 27.6% 14% growth
Customer Motivation 63.0% 65.9% 5% growth
Customer Satisfaction 70.6% 68.7% 3% decline
Market Share 10.8% 12.5% 16% growth



The Apache OpenOffice project should be gratified that their efforts have paid off, and awareness of the product is increasing, as well as market share.  This goes contrary to some loudly expressed concerns that the OpenOffice brand would languish at Apache.  Clearly this is not so.  The brand is growing, as well as the market share.

Since these factors are multiplicative, an increase in any one of them, or any combination of them, will grow the market share.  But it is probably easiest to grow the factor that is smallest today.  So looking to the future, increasing the awareness of the existence of OpenOffice would give the “biggest bang for the buck”.

For an entirely different view we can look at the same survey question and methodology, administered at the same times, only substituting the product name “LibreOffice” for “OpenOffice”.  Again, statistically significant changes are shown in bold.

 LibreOffice September 2012 April 2013 Change
Customer Awareness 10.7% 9.9% 7% decline
Customer Motivation 53.3% 66.7% 27% growth
Customer Satisfaction 73.7% 59.7% 19% decline
Market Share 4.2% 4.0% 5% decline



The brand recognition is not growing and is stuck at 10%.   The fact that in its third year of product availability the LibreOffice brand recognition has plateaued (if not declined) should be a concern.

But the more interesting thing here is the large increase in users trying LibreOffice (Motivation)  offset by the large decrease in users who continue to use the product (Satisfaction).  What does this mean?  Only the LibreOffice folks can say for certain, but this pattern is exactly what one would expect from a product where marketing has got ahead of quality.  It is like a movie that previews well, but suffers from bad reviews and poor sales after the first weekend.  Product development aims to make products that users want.  And marketing persuades users to try the product.  But where there is a disconnect between the two, where the product is not fulfilling the needs of those to whom it is being marketed, or (the same thing really) the product is being marketed to unsuitable users, this is what you see.

I should note that LibreOffice supporters like to blame their lack of success on not having the OpenOffice brand.  Yes, having a familiar brand is a nice thing to have, but the drop in Satisfaction for those trying LibreOffice is not a brand issue, since it is entirely among those who are already familiar with the LibreOffice brand.  Satisfaction is an attribute of the product, not due to brand.

Also, we can compare the metrics across products.  When we look at the most recent data OpenOffice clearly has an enormous lead in name recognition and market share, but also a large lead in Satisfaction.   69% of those who tried OpenOffice remained users, compared to 60% for those who attempted to use LibreOffice.    Keep your users satisfied and it is hard to go wrong.

Finally, and to reiterate up what I wrote earlier in my Scarcity Fallacy post, when you consider the position of Microsoft Office in this market, both products have a relatively small presence, with ample of room to grow, at Microsoft’s expense.  This is a great area to advance the cause of open source software, in a product category that almost every user needs.  There is no shortage of opportunity here, only a shortage of imagination.  Imagine if we combined the stability/quality and brand recognition of Apache OpenOffice with the enthusiastic marketing team of LibreOffice? (Combine our 50 million downloads with their 50 million press releases)  What if we combined the disciplined development approach of OpenOffice with LibreOffice ‘s talented developers?   Imagine what we could do?

Let’s admit it.  LibreOffice has plateaued.  They have their Linux desktop users, all 3% of the market that runs Linux on the desktop.  This market share was not earned.  These are not users that they won over.  These are users they got via the control their corporate sponsors have over Linux distributions.  They flipped a bit and instantly had that market share.   But their sponsors are Linux vendors that have little motivation to reach beyond that niche market.  (They certainly have little success doing so).   The opportunity for growth is not on the Linux desktop, unless the goal is to merely be a small fish in an even smaller pond.   Of course, LibreOffice could continue, and languish indefinitely as a pet project of a handful of Linux developers.   Or they could work with us at Apache, and satisfy the Linux users, but do so very much more as well.  This would also be a cost savings for LibreOffice’s corporate sponsors, no small factor in a world of declining PC sales.  The choice now, as it always has been, is theirs.

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Filed Under: Marketing, Open Source, OpenOffice

Who wants to develop OpenOffice for Tablet?

2013/05/29 By Rob 2 Comments

One of the most common user questions I see on the Facebook and Twitter streams for Apache OpenOffice is “Do you have a iPad version?” or “Do you have a tablet version”?   Although there are companies that offer access to OpenOffice via a virtualized remote session, there is no native tablet version of OpenOffice.

I have received questions, behind the scenes, about the feasibility of starting such an effort at Apache.   Of course, creating a tablet version of OpenOffice, a competitive application with a first-class native touch UI,  with platform integration and optimization, is a  non-trivial effort.    My impression is that there are several companies, small and large, that would find this to be an intriguing possibility.  But the task is too large to do it alone.  But with several companies involved,  as a joint effort, in an open source project, then this becomes possible.

Imagine if we had such an open source tablet version of OpenOffice available today.   It would be an app that everyone would want.  If done right the OpenOffice app would be at the top of the charts just as the desktop OpenOffice is one of the leading open source desktop apps.  The app itself would be free, of course.   But it would be an open platform that we could all build upon.

Possible business models might include:

  • Cloud services related to documents, range from storage to sharing and collaboration
  • Extensions to the app, in-app purchases of additional templates, content, etc.
  • Advertising-supported apps.
  • From service provider perspective, avoidance of licensing fees for competing commercial office software.
  • A “white label” version that can be rebranded per customer

There are good reasons, I think, for doing such work at Apache, including:

  • Existing expertise in the OpenOffice product
  • Proven community development culture based on The Apache Way
  • Permissive, commercially-friendly Apache License, the preferred license for Android userspace
  • Strong brand / name recognition

I’d like to have a discussion with those having a serious interest in making a tablet version of OpenOffice.  By serious, I mean those who might be willing to contribute developers to a larger effort, if such an effort were to materialize.  I’m happy to talk one-on-one.  And if there is sufficient serious interest from multiple parties I can broker a meeting of interested parties to discuss further options.

If any of this sounds interesting and you want to register your interest please send me an email at robert_weir@us.ibm.com.

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Filed Under: Open Source, OpenOffice

A Tale of Two Cities

2012/11/23 By Rob 5 Comments

“When a dog bites a man, that is not news, because it happens so often. But if a man bites a dog, that is news.”   That, in the words of John B. Bogart of the New York Sun, is a classic rule of press coverage.  The ordinary is not news.  The expected is not news.  The unusual is news.  Of course this can distort our perception of reality, since we’re bombarded by stories of the atypical.

Here is a recent example, of two cities looking at migrations of their desktop office productivity software.

  • In September we heard that Leipzig, Germany, population 530,000, decided to drop Microsoft Office and move to OpenOffice for its city council.  Already 3,900 of 4,200 PC workstations have migrated.
  • In November we heard that Freiburg, Germany, population 230,000, decided to drop OpenOffice.org 3.2.1 and move to Microsoft Office 2010 for its city council.  2000 desktops are part of this move.

So which is “dog bites man” and which is “man bites dog”?   A look at the press coverage tells us:

  • Leipzig OpenOffice coverage == 2 articles
  • Freiburg OpenOffice coverage == 29 articles

The larger migration away from Microsoft Office in Leipzig was barely covered in the press.  But the Freiburg story has had enormous press uptake.   By this I take it that moving from Microsoft Office to open source alternatives like OpenOffice is normal, the expected, the non-newsworthy common occurrence.  It is “dog bites man”.  Moving in the opposite direction, from free software to proprietary is newsworthy because it is so rare.  It is “man bites dog”.

This, I think, is encouraging news.  We just need to make sure that within the open source community we continue  to tell the good news, even if the press does not think it is newsworthy.  Yes, we need to understand better why Freiburg failed, and what we can do to improve.  But we also need to put this in perspective.  This perspective includes other migrations like Leipzig, but also the perspective that in the time it took me to write this blog post we have had more downloads of OpenOffice than were lost in Freiburg.

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Filed Under: OpenOffice

LibreOffice’s Dubious Claims: Part 3, Developers

2012/11/04 By Rob

(This post represents my personal opinion only.  The standard disclaimer applies.)

In previous posts I looked at claims made by LibreOffice, in project blog posts and press releases, related to the number of LibreOffice users and the number of active LibreOffice contributors.  I showed that in both cases the claims from LibreOffice were greatly inflated due to various flaws.  For example, they double counted users who upgraded from earlier release of LibreOffice, often several times over.  And they counted as “active contributors” those who registered for a wiki account but never actually contributed anything.  In this blog post we’ll look at the even more egregious ways which the LibreOffice project is overstating the number of developers that are active with the project.

A Quick Quiz

To prepare your frame of mind for what you are about to learn, I encourage you to first take the following quiz.

When asked to report on the population of your home town, what would you report?

A.  The number of people with primary residences in the town.

B. The number of people who have ever lived in the town, even if they no longer live there.

C. The number of people who drive through the town on their way to somewhere else.

D.  All of the above.

If you picked D, you would be an excellent candidate for the LibreOffice marketing department.

With that mental preparation out of the way, let’s continue.

The Claims

  • From a recent LibreOffice announcement:  “growing developer base, which has just reached the number of 550 since the launch of the project, making LibreOffice one of the fastest growing free software projects of the decade.”
  • Or a couple of weeks ago: “LibreOffice is the result of the combined activity of 540 contributors”
  • Quoted on Linux.com:  “our large developer base — over 540 people at the end of September 2012 — is an incredibly efficient self-governing machine”

You can find many variations on this same claim.

All Your Developer Are Belong to Me

With a number this large, it should not be hard to find these 550 developers.  So let’s see if we can track this down.   One place to start is to look at the LibreOffice credits page.  We see there a large table of “Developers committing code since 2010-09-28”.  If we count the names in this table we get 469.  Not quite 550, but pretty close, yes?

But if you look closer at the names in the list, you begin to scratch your head.  There are names here of former Sun/Oracle developers who lost their jobs when Oracle stopped developing the project.  Some commentators, like Mark Shuttleworth, put much of the blame for Oracle divesting from OpenOffice on the “radical faction” that forked to create LibreOffice.   Now aside from costing them their jobs, LibreOffice now insults them by using their names for propaganda purposes to puff up LibreOffice’s developer claims?!

Looking further, I see the names of IBM colleagues who have never participated in the LibreOffice project.  They are active developers on Apache OpenOffice, and former OpenOffice.org developers, but here they are listed in a table of “Developers committing code”.  How curious the ways of LibreLand!

If you scroll down to the bottom of the table you get a clue in the fine print:  “We can not distinguish between commits that were imported from the OOo/AOO code base and those who went directly into the LibreOffice code base.”

Hmmm… so let me get this right.   If you take my code, you say that I committed it to the LibreOffice project.   And if I contributed to the code to OpenOffice.org or Apache OpenOffice, and you take it, you’ll list me in your LibreOffice developers table for a contribution I never made to LibreOffice and put a “joined” date next to my name for an organization I never joined.   Really?

This is an odd way of accounting for developers.    I’m pretty sure that 100% of readers of LibreOffice press releases and 100% of journalists who write articles based on LibreOffice claims would feel somewhat abused by such idiosyncratic definitions.   It is certainly not the most honest and forthright way of stating how many developers LibreOffice has.   One does not expect that OpenOffice.org developers, who were never involved with the LibreOffice project, and may not even know that their code is being used, will be included in the count.

Monotonically Increasing

Aside from counting people who are not actually involved in LibreOffice and never were, the LibreOffice claims are peculiar because of the low threshold for inclusion and the perpetuity of inclusion once added.  When you hear claims of a “developer base” you are lead to think of a body of actual developers actually working at present on the code.  That would be the normal usage.  But in LibreLand it is not done that way.  If you made a single contribution ever (or as we know now from the above, even never) then you are in the “developer base” and will be listed as a LibreOffice developer for all time.

From the perspective of gratitude and acknowledgement, giving credit is fair and generous.  Apache OpenOffice also has a long list of names on its Credits page.   But we don’t tally this retrospective list of past contributors and claim that number as an active community size.  From the perceptive of claiming a community size, this would be deceptive.  That is like calculating the population of a town by listing everyone who ever lived there.

Because of this odd practice, the LibreOffice developer count will never decrease.  It can only go up.  Even — worst case — if an asteroid hits their next hackfest — the numbers would merely be flat.  (So would the developers present)  In any case if you’ve designed a metric that can never decrease, then it should not be newsworthy for you to report that it is increasing.  This is not an accomplishment.  That is just mathematics.

How to Juice the Developer Count

An easy way to increase, for reporting purposes, the number of “developers” a project can claim is to encourage trivial churning of the code base.  For example, translating comments from German to English, removing dead code and other similar tasks can be done without even really knowing C++, or at least not knowing it well.  But it can prompt the temporary or even one-time participation of many “developers”, and in the process increase your developer count.  LibreOffice made a tremendous effort to enable a low threshold for contributions and this effort paid off, at least in developer counts.

As an example of the impact such practices can have, I took a look at the “core” git repository for LibreOffice, and all of the commits since 2010-09-28.  After identifying and collapsing multiple email addresses used by some persons, I ended up with 518 names.  Of those names, 166 , or 1/3 of them, have made only a single commit, and then were never heard of again.  So it is curious to count them as part of LibreOffice’s vaunted “developer base”.  A community is not made up of those who contribute once and then leave.

In fact, once you take out those who never participated in LibreOffice but had their code taken from OpenOffice, you find that almost no one in this “developer base” actually does anything. For example 261 of the “developers” combined (over 1/2 of all of the claimed developers) together did only 1% of total commits.  So there is a long tail of inactive “developers” who are puffing up the LibreOffice claims.

This is a little easier to see with reference to the following chart, which shows the cumulative number of code commits (y-axis) against the cumulative number of developers (x-axis).  It shows, for example, that 10% of the developers, mainly Novell/SUSE and RedHat employees, were responsible for nearly 90% of all of the work.  It also backs up my observation that the vast majority of the claimed “large developer base — over 540 people” and the “incredibly efficient self-governing machine” makes an overall miniscule contribution.  There is nothing wrong with this graph per se,.  Many projects will show some form of this.  But if you make a primary claim on your project’s success as having an independent developer community of 550 people, it is a bit embarrassing that most of them are not actually active, and that many of them never were.

Toward a Better Metric

Part of the confusion here seems to stem from the desire to illustrate two things with one metric:  project capabilities and project diversity.  That is asking too much for one metric.  If you want to look at the capabilities of the project, and do it from the input side, then you need to deal with normalizing differences in skills, experience, time on task, motivation, etc.  This is very difficult in a project where you have a mix of full-time Novell/SUSE employees mixed in with part time and occasional developers.  But of all available options, a raw count of developers is the worst possible metric to pick.  It is meaningless.  Better would be to look at commits, or better line counts, or even better function points, or hours on task, or features, or some measure of output.   No one cares what your input is.  A feature developed by 3000 is not necessarily better than a feature developed by 3.  Results are what counts.

From the diversity standpoint, adding hundreds of names who do nothing is not a way to increase diversity.  There are standard metrics for measuring diversity, inspired by Shannon’s definition of information entropy and commonly used in ecological species surveys.   The Shannon Equitability Index is a scaled value, 0-1, that measures diversity.  A value of 0 would indicate no diversity, that one person did all the work and the other names had zero contribution..  A value of 1 would indicate that the work was evenly done.  In the chart above a value of 1 would have a line at 45-degrees up from lower left to upper right.   If you calculate the Shannon Equitability Index for LibreOffice for all commits since 2010-09-28 you get a value of 0.6413.  It would be interesting to see how this value evolves over time.   Oh, and if you calculate this index for Apache OpenOffice, the value is 0.7268, which is even better, more diverse.

(This post represents my personal opinion only.  The standard disclaimer applies.)

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Filed Under: FUD, OpenOffice

LibreOffice’s Dubious Claims: Part 2, Community Size

2012/11/03 By Rob

(This post represents my personal opinion only.  The standard disclaimer applies.)

In a previous post I looked at how LibreOffice inflates its user and download stats, claiming to have far more users than it actually has.  Several journalists took these claims at face value and repeated them in their articles, never questioning whether LibreOffice representatives were peddling anything other than the plain, honest truth.  No one seemed to noticed that the claims  did not pass the” sniff test”.  No one investigated more deeply.  Until now.  I hope that after reading these posts that you, gentle reader, will exercise your brain the next time you read a press release or blog post from LibreOffice, and try harder to separate fact from fiction.  It will not be easy.

In this post I’m taking a look at another set of claims, those concerning the size of the LibreOffice community.  I’ll lay out the plain facts and the analysis and invite contradictions or confirmations.  In return I’ll probably get more personal attacks, but that comes with the territory.  The LibreOffice marketing lead has already declared me personally to me their number one enemy.  I’m sure Microsoft is comforted by this thought.

The Claims

LibreOffice, from the start, has made incredible claims as to the size of its volunteer base.  The claims read like something from ancient battle accounts, with men 10-feet tall and armies of 500,000.

Specifically, in a recent blog post, LibreOffice makes the following claims:

  • “We are now a family of thousands of contributors around the globe”
  • They have “…an even larger number of active volunteers taking care of localizations, quality assurance, community development and marketing at global and local levels”
  • And that these additional volunteers are “a community of over 3,000 volunteers from the five continents”

As is common with LibreOffice announcements, these claims are made without definitions, without a stated methodology, without context.  So the innocent reader might read terms like “family of contributors” or “active volunteers” or “community” and think these terms are used in their ordinary sense.  But they are not, as we shall see.

The Mythical Wiki Army of 3000

The key to finding the 3000 contributors claimed by LibreOffice is to note the fine print of their blog post, where they say of the additional volunteers:  “Overall, the number of these people is over 3,000, if we take as a measure those who have contributed to the project wiki.”

Ah, so to the wiki we go now to seek out this mighty army of 3000.

Let’s take a look at their wiki stats then.  I’ll give a screen shot in case this page becomes unavailable:

So as you see, they do indeed have 3,510 “registered users”.  So their blog post was correct, end of story.   They indeed have “a community of over 3,000 volunteers from the five continents”.  Right?

Not so quick.  There is less here than meets the eye.  Far less.   Let’s look at some problems with this figure:

First, the sniff test.  If you had a community of 3500 wiki contributors, would after 2 years your wiki have only 2160 content pages?  Is this the output one would expect from a community that size?  Less than one half-page per contributor per year, from this “larger number of active volunteers” ?  This disconnect between claims and reality should be enough to warrant a closer examination.  This just doesn’t sound credible.

Fortunately the wiki stats allow us to see exactly how many edits each registered user made to the wiki.  Curiously, of this “community of over 3,000 volunteers from the five continent”, 1777 of them (over half) have made zero edits.  Zero, zip, gar nichts, nada, niente, zilch.  This is quite remarkable.  A community of contributors where half have made no contributions?!  Is that what you commonly think of when you read the phrase “active contributor” in a press release?  Evidently, in LibreLand you do.

Further, there are many users with a single edit, accounts like Cashloans121, Fastloans1, Fastloans2, etc.  Interesting names, yes?  Of course, these are the spam accounts, created so that advertising could be added to User or other pages.   It is also common for users to register and to make no other “contribution” than to put their C.V. on their User page.  I won’t embarrass the individuals users who have done this, but I see many examples of this on the LibreOffice wiki, where the only “contribution” from a user is self-promotion.   In total, 583 of the registered users made only a single edit in the past two years.   449 have made only 2 edits.  Sadly, our army of 3000 “active volunteers” is shrinking at a distressing rate.

Spam and other issues are well-known to organizations that use wikis.  You don’t claim that your community consists of all registered users of the wiki.  To make a claim like that in a press release is deceptive.  It is a statistic that has no relation to reality.   If the Apache OpenOffice project did exactly what LibreOffice did, and claimed its community size based on the number of registered wiki users, it could claim it had over 75 thousand contributors!

So what is one to do, with such messy data?  Certainly claiming 3,000 contributors without any caution about the above concerns is not recommended.   Instead, if the phrase “active volunteer” is more than empty syllables you need to apply some reasonable threshold to separate an active member of the community from spam, empty registrations or volunteers that showed up for one day and were never seen again.

One criterion is suggested by MediaWiki itself, in its stats report.  It shows that LibreOffice has 112 “active users”, which it defines as users who have made a contribution in the last month.  Another technique might be to look at users who have made, say some non-trivial contribution, say 10 page edits in the past two years, in which case you will show 343 active contributors.  Another way is to ask how many contributors combined account for 90% of all of the edits.  I prefer that metric, and the answer in this case is 342 active contributors.   But the only way you can claim  “a community of over 3,000 volunteers from the five continents” is to have a disregard for facts, and also a disrespect for your reader.  You burn credibility, one of the most important assets an open source project can have.

However you slice it, LibreOffice is overstating the size of their active contributor community by a factor of 10.

(This post represents my personal opinion only.  The standard disclaimer applies.)

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Filed Under: FUD, OpenOffice

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